Elements to consider when updating old pages which need an update or redesign

Updating old pages which need an update or redesign

Meta data

1. Metadata: recheck the current search volume and CPC of keywords being used in these elements and
1.1 update your title accordingly with the primary keyword you have found to be most relevant to your page
1.2 Update your meta description again stick to the safe bet of 160 characters (up to 920 pixels.), and if
google deems it needs more according to the specific search query it has space to add or change the description with the relevant content form the page
1.3 Keywords: at your discretion, But it still doesnt count for anything other than for the keyword density in the code.

2. Open graph Protocol meta data your OG tags

Types
2.1 og:title This will be your title of the facebook post
Objective: In bold so keep it interesting and compelling
eg: <meta property=”og:title” content=”Very similar to your meta title” />
quota: Similar to your meta title : recommendation: 60 – 80 characters – Facebook will truncate after 88 characters.

2.2 og:description This will be the description of the facebook post
Objective: Very similar to your meta description in the serps this will describe what the page / post is all about, keep it compelling with a soft CTA in it to increase the CTR
eg: <meta property=”og:title” content=”Very similar to your meta description so keep it compelling with a soft CTA in it to increase the CTR ” />
quota: Similar to your meta description : recommendation: 100 – 200 characters – Facebook may display up to 300 characters.

2.3 og:type The type of content being shared
Objective Clarifying the specific type of Structured Properties
eg. <meta property=”og:type” content=”website” /> – the most common type Get the full list here > http://ogp.me/#types
quota: N/A

2.4 og:url The url the shared post will link back to, this should most likely be the same as the canonical url of the source page
Objective The selected url which the post will link to.
eg. <meta property=”og:url” content=”https://www.domain.com/specific-page/” />
quota: N/A

2.4 og:image This will be the selected image you choose to display for your social media post
Objective: Use a image which you can choose for your post, instead of facebook or other social media channel selecting one at random for you. keep it interesting to increase the CTR
eg: <meta property=”og:image” content=”http://www.domain.com/your-predefined-image.jpg” />
quota: There could be 2 cases here
case 1: If the image is smaller than 400 px x 209px the image will be displayed with the content on the right of the image
case 2: If the image is the recommended 1200px x 627px, the image will be displayed above with the content coving the full width of the post
Recommended is: 1200px x 627px (1.91/1 ratio)

2.5 Other OG tags include read more on the details of these tags here > http://ogp.me/
og:locale
og:site_name
og:audio
og:video
fb:app_id

On page elements

Before creating the content of the page you should have a good understanding of who which audience the content is targeted towards and their level of understanding and interest.
This will help you find relevant topics and keywords and structure the content accordingly.

Proper use of the heading tags in the page content, depending on the length of the content the structure may vary with the recommended use of the various heading tags.
Recommended structure :

1(H1) Usually used as your article title , with your primary keyword placed in it.
It too should be short and concise very similar to your meta title and also holds the same on page seo value as the title. So use very wisely.

The H2 heading can be used 2 or 3 times provided you have ample supporting content under that specific keyword topic with supporting H3 tags with supporting content for it.
Your H2 tag(s) should be an alternative keyword to your primary keyword used in the H1 tag,
you want to target 2/3 keywords per 500 word article beyond that you can target more keywords depending on the quality and quantity of the content.
It too should be short and concise very similar to your H1 tag. So use sparingly and wisely.

The H3 tag(s) can and should be used to provide a heading for a specific piece of content which clarifies or provides more information on that topic/ heading
preferably a LSI keyword or related topic of the primary keyword.

The H4 and H5 headings can be used to specify subset headings with the content of your primary headings.

The H6 heading is rarely used similar to meta keywords use at your own discretion.

Your content and elements to use within

-Formating content-

Make use of formatting content in various formats such as bullet point, ordered lists, table comparisons, quotes and paragraphs.
This will help users and google alike, identify subsets of content specifically related to a commonly search keyword phrase which you should have used in a H3 heading.
If its deemed useful google may present this subset of data in a featured snippet and thereby gain position zero for that keyword.

If the article is exceptionally long its a great idea to add a internal table content linking to specific sections of the article,
this will help the user find the piece of information they are looking for specifically or most relevant to them.

-Clear CTA’s-

In a sea of content it is of utter importance to guide the user through the content to help they find the piece of information they are looking for, thus the use of headings and formated pieces of content layout.
Also you want to guide they to take the intended action you had in mind, whether it’s clicking a certain links or signing up to a newsletter or a lead generation form.
The CTA should be clear and outstanding used with a coloured button or heading and a direct action to take.

Add new images

Add new or more relevant images to the post and content sections with a good alt image description, representing the image and the surrounding content also a place to add keywords which you were not able to create content for or keywords which you may want to rank for in google images.

Adding a share widget is also useful to increase the probability of sharing the article on social media to gain further exposure of the article.

Digital Marketing Strategy Fundamentals

Digital marketing strategy fundamentals

  1. Paid Ads
  2. Content – Blogging
  3. SEO
  4. Marketing Automation
  5. Web PR
  6. Social Media
  7. Analytics
  8. Email Marketing
  9. Mobile Marketing.
  10. Converting landing pages
  11. Webinars
  12. Videos
  13. Sales Tools
  14. Lead Management

SEO key elements

1. Technical SEO

Site speed
Site architecture
Site Health
Crawlability
Indexation
Mobile friendly structure
Correct Server Configuration
Using Schema Markup

2. On-site SEO optimization

Keyword Research
Content creation and optimisation
Structuring of seo elements where applicable
Structuring of metadata
Internal link building
Good user experience (UX).
Good CTA’s

3. Off-site authority building

Backlinks
Social media
Online directories for Local SEO


Email

Personalize emails
Clear and interesting subject titles Optimised for 55 characters
Be concise with copy
Focus on writing on a personal note.
Focus on benefits
Consider your call-to-action placement
Make your links stand out
Make your call-to-action copy interesting
Insure the email layout is easy to read and responsive.
Use color effectively
Use good quality images


Conversion Rate Opimisation

A/B and multivariate testing
Having a structured approach
Customer journey analysis
Copy optimisation
Online surveys/customer feedback
Cart abandonment analysis
Segmentation
Using a complementary selection of the above
Analyse results with constant monitoring to identify new trends
Repeat what works

 

Social Media Strategy

An effective Social Media Strategy for small businesses

The importance of social media

  1. Marketers confirm Social media marketing is essential for their businesses
  2. More than 90% of marketers are engaged in Social media marketing
  3. Sales teams using Social media reach their target quotes with these channels of outreach
  4. More than 50% of purchasing consumers use Social media to investigate a product before buying
  5. More than 50% of marketers use social media networks for lead generation.
  6. More than 4 billion active users on social media networks

 

Creating a Social media marketing strategy

1: Define your target audience
– Age, gender, demographics, income and education level – Resources to acquire: Google Adwords & Facebook insights

2: Research buyer Personas
– Age, location, interests:  – Resources to acquire data: Google Analytics, Facebook insights.

3: Identify influencers
– Bloggers, forums, facebook groups  – Resources to acquire: Google Analytics, Facebook insights & Buzzumo.

4: Identify Social media platforms used by your target audience/ buyer personas
– social media channels to focus on – Resources to acquire data: Google Analytics, Facebook insights & SEMRush.

5: Research competitors Social Media networks
– monitor their presence and campaigns and frequency of posts – Resources to acquire:  SEMRush and Social media networks

6: Create a content strategy  and social media calendar focused on your target audience
– research what, when and where they are searching for  – Resources to acquire data: Google Analytics,  Quora and on forums.

7: Collect  and create content and media for the social media campaigns
– hire content writers, create video’s and other forms of media like white papers, infographics, ebooks and pictures

8: Schedule frequency posts on your chosen social media network.
– Based on your Social media calendar

9: Monitor  user engagement and engage whilst building a relationship
– Document/track engagement metrics – Resources to acquire: Google Analytics, Facebook insights & SEMRush.

10: Maintain a systematic publishing schedule
– Schedule a post frequency you can maintain with useful content to keep the audience engaged and interested in the brand
– Resources to acquire: Social media calendar

11: Advertising budget
– Investigate the target audience and data collected to plan a  ad campaign to increase user reach in targeted area
– decide upon which goals to achieve; website traffic, follower increase ect.
– Resources to acquire data: Google Analytics, Facebook insights & SEMRush.

12: Consider automating social media posts
– investigate which social media platform best suits your business needs – Resources to acquire: social media platforms

12: Analysis  the user engagement data collected to plan future campaigns
– Consider advertising to increase social followers to increase brand awareness and to identify new audiences  – Resources to acquire data: Google Analytics, Facebook insights & SEMRush.

 

 

 

Keyword analysis simplified

Get KWFinder now

I have to say this is my favourite keyword research tool besides SEMrush’s keyword tool,
reason being it doesn’t give you a huge list of keywords but the list provided is highly relevant with an abundance of supporting information about each keyword and has the auto suggest / auto complete and questions related to the primary keyword built in the tool so you don’t need to go digging around other tools for these features.

SEO difficulty Keyword tool
Find keywords that you can easily rank for
Get real-time keyword SEO difficulty in one click and expand your research thanks to SEO metrics designed for analysis of organic search results.

Long tail keywords
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True search volumes
Get exact search volumes for close variant keywords

Benefit from KWFinder’s data. Generate keywords with exact search volumes even for keywords that are close variants of each other.

Location & language settings
Narrow down your keyword research to a city level

Select the country, state, or even city that fits your needs. On top of that, you can choose from 40+ languages to get precisely localized results.

KWFinder - find long tail keywords with low SEO difficulty

Content building with the AIDA sales funnel

AIDA sales funnel MODEL

Awareness > Interest > Desire > Action

## Awareness / Attention##

The first hurdle for any piece of writing content is to capture the reader’s attention. To get their attention, you first have to start with a concept that’s deeply relevant and timely to the audience that you’re trying to reach. Here are some questions that you can start to ask yourself when you’re in the planning stages to help write an attention-grabber:
Who is reading this piece?
What kind of solution is this piece offering to their problem? Is it the introduction to an idea that could shift the way that they think about their lives, or a product that they can go out and buy? How, specifically, will it solve their issue?
How does my audience talk about their problems? What are powerful words or concepts that would immediately create resonance?
On that last point, let me give you an example. If you’re selling a skateboard to enthusiasts and you want to capture their attention, it’s important that you understand their internal language and approach. If your audience self identifies as “skater kids,” using that term in your headline or lead could capture their attention immediately.

EG:Search I want ________
Keyword or LSI Keywords

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Submit your Infographics Overview

Top 20 Free Infographic Directories

There are a lot of options and things to consider when submitting to infographic directories/blogs. There are some that require registration, offer paid options, and more. Is the link follow or no follow? What is the anchor text? Even if the website offers no follow links, it can still help you build traffic. Below are the top 20 free infographic directories along with the answers to some of those questions.

While they are all free, some offer paid options to expedite approval process or for guaranteed placement. Be sure to familiarize yourself with all of your options. For most of the options below, registration is not required, though you will have to provide a contact email.

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Optimise Local Search Rankings

10  Strategies to Boost Your Local Search Rankings

1. Update Your Business’ Information
2. Fill Out the Local Listings
3. Create Some Buzz About Your Establishment
4. Get the Right Local Keywords and Make Good Use of Them
5. Ensure Your Website is Compatible with All Devices
6. Interact with Your Customers; Ask for Reviews
7. Make Good Use of Social Media
8. Visual Content is Important
9. Strictly Abide by Your Hours
10. Invest in a Mobile App

https://is.gd/vZwDvL