What Does SEO Stand For? SEO Terms And Meanings

What Does SEO Stand For? SEO Terms And Meanings

by GingerHippo
SEO stands for “Search Engine Optimization”. SEO is how people will find your content and website on the internet. Some people find SEO to be hard, but it isn’t. Once you understand SEO, it’s not as scary as you might think.

What Does SEO Stand For? SEO Meaning, Definition, Tips, And Best Practices.

Table of Contents:

Let’s Define SEO

What Are The Different Types Of SEO?

SEO Tips

SEO Best Practices

SEO Terms And Meanings

Bonus Tips For Search Engine Optimization

Image source: Web Design 499

Let’s Define SEO:

 
“SEO” is short for Search Engine Optimization. It is also a tool companies use to drive traffic to their website. Traffic is what we all want for our websites, correct?
 
According to Wikipedia. SEO “is the process of affecting the online visibility of a website’s unpaid results. This is often referred to as “natural”, “organic”, or “earned” results.”
 
What does that mean? It means that effort needs to happen, to make one website rank better than another website in search. The internet is getting more and more competitive every day. Writing a piece of content and expecting it to rank on it’s own, is a thing of the past.
 
By creating better content, and using great principles, we can rank better. Why? Because search engines want to provide the best content.

Image source: Digital Vidya

What Are The Different Types Of SEO? What It Means.

 
There are two different types of search engine optimization, being “On Page SEO” and “Off Page SEO”. We will explain each type, to help understand the importance of both.
 
On Page SEO On page SEO relates to how your content relates to other content on your website. Internal linking between pages, allows us to build authority for our entire website. Also, using external links to outside content, allows us to build credibility.
 
Off Page SEO Off page SEO refers to the efforts of trying to get others to feel your content is valuable. Sharing content on social media, is one method of off page SEO. It is also the most popular, because anyone can share content links. The second method is to get other websites to link to your content. When websites link to your content, search engines determine your content is valuable. We call this “outreach”. Outreach is when we reach out to other websites, to create a “dofollow backlink” to our content. Sometimes, this may happen without effort. Most of the time, we need to reach out to other webmasters to create this opportunity.
 
Outside of the two different types of SEO, there are many other aspects of what it means. By using the best principles, SEO drives traffic to a website. With the added traffic, opportunity to gain new customers happens, by creating solutions. By gaining new customers, more revenue happens. We all want more customers, right?
 
According to Wikipedia. SEO “is the process of affecting the online visibility of a website’s unpaid results. This is often referred to as “natural”, “organic”, or “earned” results.”
 
What does that mean? It means that effort needs to happen, to make one website rank better than another website in search. The internet is getting more and more competitive every day. Writing a piece of content and expecting it to rank on it’s own, is a thing of the past.
 
By creating better content, and using great principles, we can rank better. Why? Because search engines want to provide the best content.

Image source: PC Learnings

Let’s Look At Some SEO Tips.

  1. The very first tip we want to share is something we developed in house at GingerHippo, called the “SEO Triangle of Trust”. The triangle of trust refers to the 3 main areas of SEO, being content, traffic, and backlinks.
  2. While most websites have plenty of content, they lack the backlinks to drive traffic. Some websites have backlinks, but they aren’t pointing to relevant content. Writing content using the best format, can be a tremendous tool to gain organic rankings. H-tags, meta descriptions, titles, and navigation are very important. Using a table of contents like we did in this article, can help search engines make best sense of your content.
  3. Contextual links are very important to building your authority and ranking. Internal links and external links should use context relevant to your sources.
  4. Use “dofollow links” for outgoing links in your content. After all, we want dofollow backlinks from our sources, right?

Image source: Executive Digital

Search Engine Optimization (SEO) Best Practices.

 
1. Always use white hat methods in SEO. “White Hat” refers to using practices which meet a search engine’s terms of service. This means that you are following the rules. “Black Hat” SEO attempts to improve rankings in ways search engines don’t approve of. This usually involves deception.
2. Make sure people can read your content. Writing content people understand, is a key to content consumption. We recommend using a free tool “Hemingway Editor” to check your content. We also recommend writing content to a 6th grade reading level or lower.
3. Your content should add value to the reader, by solving a problem. Finding solutions to a reader’s problems, will ensure people want to read what you write.
4. Share your content on all social media platforms. We don’t get to decide which platform people use to find answers. Sharing content to all platforms, allows us to find people who are looking for our content.
5. Create unique visuals for your content. People are very visual. By creating visuals, other writer’s may use your visuals for their articles. When they give your visuals source credit, you will receive a link back to your website.
6. Start a list to add to, when other websites give you a backlink to your content. Reaching out to these websites for future content, can be very valuable.

Image source: Blogging Nectar

SEO Terms And Meanings

 
Here is a list of SEO terms and their meanings, for referencing what you hear from others.
 
301 or 301 redirect – When a URL points to a different URL. This can be useful for canonical issues. 301’s are permanent redirects.
 
302 or 302 redirect – When a URL points to a different URL, but isn’t permanent.
 
404 or 404 page not found – When someone clicks on a URL that doesn’t exist. A 404 occurs when an old URL isn’t redirected to a new URL.
 
Adwords – Google’s advertising platform. Other terms used may include CPC (cost per click), CPM (cost per thousand impressions), or PPC (pay per click).
 
Affiliate Marketing – Affiliate marketers, practices, and websites sell products from other companies. Sales produce a commission or fee.
 
Algorithm – A mathematical program search engines use. Algorithms determine which pages are best to suggest for a given search query.
 
Alt Text – A description of a graphic, or image. Alt text generally isn’t displayed to a user. Alt text is important because search engines can’t tell one picture from another. Alt text is best used to give an accurate description of the associated picture. Web browsers for visual impaired users, use alt text to define the content to their user.
 
Analytics – A program which assists in analyzing data about website usage.
 
Anchor Text – The user visible text of a link. Anchor text indicates relevancy of a referring website.
 
Authority – Authority is sometimes called “link juice”. It is the amount of trust a website has for a search query. Authority derives it’s value from related incoming links, from other authoritative sites.
 
B2B – Business to Business.
 
B2C – Business to Consumer.
 
Backlink (incoming link) – Any link into a page or website from other websites. Backlinks are always either “dofollow” or “nofollow”.
 
Black Hat – Search engine optimization tactics that don’t follow Google Webmaster Guidelines.
 
Blog – A website page with content presented in a chronological series. Most blogs use a content management system. CMS platforms allow content creation, without needing the ability to write code. Content creators for blogs, are often referred to as “bloggers”.
 
Bot (robot, spider, crawler) – A program search engines use, which indexes web content. Bots are also used in black hat SEO to scrape the internet for content. The scraped content is often used by spammers for exploitation.
 
Bounce Rate – The percentage of users who enter a site and then leave it without viewing any other pages.
 
Bread Crumbs – A defined navigation area above the main content. Bread crumbs allow users to know where they are on a website. They also allow quick navigation to categorical pages.
 
Canonical Issues (duplicate content) – When content duplicates existing content on a website. By creating “noindex” meta tags, canonical data instructs bots which content is important. This is sometimes called “cornerstone content”.
 
Cloak or Cloaking – Showing search engines a different version of content, than what a human user sees. When search engines catch cloaking, they are often banned.
 
CMS (Content Management System) – Website platforms that allow content writing. CMS platforms do not need coding skills to write content. WordPress, Joomla, Wix, and Webflow, are examples of CMS platforms.
 
Comment Spam – Posting blog comments to create a backlink to a different website.
 
Content (text, copy) – The part of a website that creates value to a visitor or reader. Content is the greatest factor for search engines, when determining search engine rankings.
 
Conversion (goal) – Completing a quantifiable goal on a website. Converting a visitor into making a decision, or taking further action.
 
Conversion Rate – Percentage of users who convert.
 
CPC (Cost Per Click) – How much a company pays an advertiser to send a single visitor to their website. This is also called direct advertising.
 
CPM (Cost Per Thousand impressions) – How much a company pays an advertiser for an ad. This is also called passive advertising. A company pays the advertiser, based on each block of 1,000 displays.
 
Crawl or Crawler (bot, spider) – When a search engine crawls a website. Using link data, the bot determines relevancy of content.
 
Directory – A site devoted to directory pages. The Yahoo directory is an example. A lot of SEO companies will create links to directory sites, for off page SEO. Directory backlinks carry less authority than contextual backlinks.
 
Dofollow – Instructing search engines to pass authority from your page, to your link source.
 
Duplicate Content – Content that relates with other existing content on a website. Duplicate content is often ignored by search engines.
 
eCommerce Site – A website devoted to retail sales.
 
Feeds – Content delivered from other sources. Feeds serve syndicated content. Aggregators use feeds to bring many different sources of content to a single place or page.
 
Frames or Framing – A design which uses two or more pieces of content in a viewing area. Bots ignore framed content, because each frame is showing two or more types of content. Users do not like framed content, because they can’t see the entire page.
 
Gateway Page (doorway page) – A website page that collects traffic, and sends it to another website. Gateway pages use practices like cloaking, which search engines frown upon.
 
Google Bowling – Trying to lower a sites rank by sending it links from bad sources.
 
Google Dance – The change in SERPs caused by an update of the Google algorithm.
 
Google Juice (trust, authority, Pagerank) – Trust from Google. Google Juice or “link juice” flows through outgoing links to other pages.
 
Googlebot – Google’s spider program.
 
Hub (expert page) – A trusted page with high quality content that links out to related pages.
 
HTML (Hyper Text Markup Language) – Directive that adds web functionality to plain text. HTML is the language of search engines.
 
Impression (page view) – The event where a user views a webpage one time.
 
Inbound link (incoming link) – Inbound links from related pages are the source of trust.
 
Index – A database of WebPages and their content used by the search engines. To add a web page to a search engine index.
 
Indexed Pages – The pages on a site indexed by search engines.
 
Keyword or Key Phrase – The word or phrase that a user enters into a search engine to find relevant content.
 
Keyword Cannibalization – The excessive reuse of the same keyword. This makes it difficult for search engines to determine which page is most relevant.
 
Keyword Density – The percentage of words on a web page which are a particular keyword. If this value is high, the page could receive penalties from search engines.
 
Keyword Research – The hard work of determining which keywords are appropriate for targeting.
 
Keyword Spam (keyword stuffing) – high keyword density.
 
Keyword Stuffing (keyword spam) – high keyword density.
 
Landing Page – The page that a user lands on when they click on a link in a SERP (Search Engine Results Pages).
 
Latent Semantic Indexing (LSI) – Search engines index associated groups of words. SEO’s refer to these same groups of words as “Long Tail Searches”. The majority of searches consist of three or more words strung together. See also “long tail”.
 
Link – An element on a web page that is clickable. Clicking a link causes the browser to jump to another page or another part of the current page.
 
Link Bait – A webpage with the purpose of attracting incoming links, often via social media.
 
Link Building – Cultivating incoming links to a site. Link building is the most valuable effort of off page SEO. Many SEO companies are only successful at on page SEO functions.
 
Link Exchange – Linking scheme often facilitated by a site devoted to directory pages. Link exchanges usually allow links to sites of low or no quality, and add no value themselves. Quality directories are usually human edited.
 
Link Farm – A group of sites which all link to each other. This is sometimes referred to as a PBN (Private Blogging Network). PBN’s and link farms send traffic from specific websites to a master website. Used to trick search engines, link farms and PBN’s are a black hat SEO tactic.
 
Link Juice (trust, authority, PagerRank)
 
Link Love – An outgoing link, which passes trust.
 
Link Partner (link exchange, reciprocal linking) – Two sites which link to each other. Search engines usually don’t see these as high value links, because of the reciprocal nature.
 
Link Popularity – A measure of the value of a site based upon the number and quality of sites that link to it.
 
Link Spam (Comment Spam) – Unwanted links. Such as those posted in user generated content like blog comments.
 
Link Text (Anchor text) – The user visible text of a link. Search engines use anchor text to state the relevancy of the referring site. Also the link to the content on a landing page. All three will share some keywords in common.
 
Long Tail – More specific search queries, often less targeted. A large percentage of all searches are long tail searches.
 
LSI (Latent Semantic Indexing) – Search engines index associated groups of words. SEO’s refer to these same groups of words as “Long Tail Searches”. The majority of searches consist of three or more words strung together.
 
Mashup – A web page which consists of single purpose software and other small programs. Mashups are quick and easy content to produce and are often popular with users, and can make good link bait. Tool collection pages are sometimes mashups.
 
META Tags – Statements within the HEAD section of an HTML page giving information about the page. META information may be in the SERPs but is not visible on the page. Also, they are the first impression users get about your page within the SERPs.
 
Metric – A standard of measurement used by analytics programs.
 
Mirror Site (masking) – An identical site at a different address. Sometimes masking happens through redirecting various URL’s.
 
Natural Search Results – The search engine results which are not sponsored, or paid for in any way. Also referred to as “Organic” search results.
 
nofollow – Instructing robots to not follow either any links on the page or the specific link.
 
noindex – instructing robots to not index the page or the specific link.
 
Non-reciprocal link – When a link is outgoing, but doesn’t receive a link in return. Search engines value non-reciprocal links the most.
 
Outlink – (outgoing link)
 
PageRank (PR) – A value between 0 and 10, assigned by the Google algorithm. PageRank quantifies link popularity and trust among other factors. While PageRank is no longer visible to the public, it is still used by Google’s algorithm.
 
Pay For Inclusion (PFI) – The practice of charging a fee to include a website in a search engine or directory.
 
PPA (Pay Per Action) – When publishers are only paid for converting traffic.
 
PPC (Pay Per Click) – Advertisers pay when a user clicks a link. Adwords is an example of PPC advertising.
 
Proprietary Method (snake oil) – A term used for vendors claiming an ability to achieve page 1 rankings. Usually claiming a method unique to their company.
 
Reciprocal Link (link exchange) – Two sites which link to each other. Search engines don’t see these as high value links, because of the reciprocal nature.
 
Redirect – Any of several methods used to change the address of a landing page. Website designers generally use redirects from old web pages to the new page design.
 
Robots.txt – A file in the root directory of a website use to control the behavior of search engine spiders.
 
ROI (Return On Investment) – One use of analytics software is to quantify return on investment. This establishes true metrics for time and money spent, versus the results.
 
Sandbox (speculative) – SEO’s debate the existence of Google pre-penalizing new websites. The belief from one side, is that Google makes a company prove itself over a period of time. Also, it being harder to rank page 1 for keywords, until a website is “out of the sandbox”. Sometimes, penalized companies get labeled as being “sandboxed” by SEO’s.
 
Scrape or Scraping Copying content from a site, often facilitated by automated bots.
 
Search Engine – a program, which searches a document or group of documents. Search engines find relevant keyword phrases and returns a list of relevant matches. Internet search engines such as Google, Bing, and Yahoo search the entire internet.
 
Search Engine Spam – Pages created to cause search engines to show less valuable results. Search Engine Optimizers are sometimes perceived as search engine Spammers. Of course in some cases they actually are.
 
SEM (search engine marketing) – SEM positions a website to achieve the best exposure. Search engine marketing uses SEO, paid listings, and other techniques.
 
SEO – Short for search engine optimization. The process of increasing the number of visitors to a website. This achieves high rank in search results. The higher a website ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results. High rank in SERPs is essential for obtaining traffic for a site.
 
SERP – Search Engine Results Page.
 
Site Map – A page or structured group of pages which link to every user accessible page on a website. Site maps improve site usability by clarifying the data structure of the site for the users. An XML sitemap is often kept in the root directory of a site to help search engine spiders to find all the site pages.
 
SMM (Social Media Marketing) – Website or brand promotion through social media.
 
SMP (Social Media Poisoning) – Techniques designed to implicate a competitor as a spammer. – For example, blog comment spamming in the name / brand of a competitor.
 
Sock Puppet – An online identity used to either hide a persons real identity. Sometimes used to establish many user profiles.
 
Social Bookmark – A form of Social Media which aggregates users bookmarks.
 
Social Media – Various online technologies used by people to share information. Blogs, wikis, forums, social bookmarking, user reviews and rating sites are examples.
 
Social Media Marketing (SMM) – Website or brand promotion through social media.
 
Spamdexing – Spamdexing modifies web pages to rank at the beginning of results. Also, to influence the category to which the page assignment in a dishonest manner.
 
Spammer – A person who uses spam to pursue a goal.
 
Spider (bot, crawler) – A specialized bot used by search engines to find and add web pages to their indexes.
 
Spider Trap – An endless loop of generated links which can “trap” a spider program. Sometimes used to prevent automated scraping or e-mail address harvesting.
 
Splash Page – Often animated, graphics pages without significant textual content. Splash pages are look flashy to humans, but look like dead ends to search engine spiders. Executed splash pages may be bad for SEO.
 
Splog Spam Blog which usually contains little if any value to humans. Often machine generated or made up of scraped content.
 
Static Page – A web page without dynamic content or variables such as session IDs in the URL. Static pages are good for SEO work in that they are friendly to search engine spiders.
 
Text Link or Contextual Link – A plain HTML link. A contextual link does not use a graphic. Receiving a contextual “dofollow” backlink, is the best form of off page SEO.
 
Time On Page – The amount of time that a user spends on one page before clicking to a different page. The longer a visitor stays on a page, determines the value of the content. This is sometimes called “dwell time”.
 
Trust Rank – A method of differentiating between valuable pages and spam. Search engines quantify link relationships from trusted human evaluated pages.
 
URL Uniform Resource Locator – Also known as a Web Address.
 
User Generated Content (UGC) – Social media, wikis, and some blogs rely on User Generated Content. One could say that Google is exploiting the entire web as UGC for an advertising venue.
 
Walled Garden – A group of pages which link to each other, but are not linked to by any other pages. A walled garden can be indexed, if it’s included in a sitemap, but it will have very low page rank.
 
Web 2.0 – Websites that encourage user interaction.
 
White Hat SEO – Techniques, which conform to best practice guidelines. White hat tactics do not attempt to “game” or manipulate SERPs.
 
Widget Small applications used on web pages to provide specific functions. Examples include a hit counter or IP address display. These programs can make good link bait.

Image source: Soho

Bonus Tips For Search Engine Optimization

 
We aren’t quite finished. We like to reward people for reading the entire article. Let’s look at some added ways to make your SEO efforts top notch.
  1. Make sure your visual content creates feeling. What does this even mean? When we write content, we are trying to create a positive response. By including the right visuals, we increase engagement.
  2. Infographics are outstanding in SEO. Infographics help people tell their story, and give credit back to you for a reward.
  3. Tell your story in a different way. Writing the exact same content as others, is a sure fire way for it to not rank or be engaging. Write your content from a different perspective.
  4. SEO is a constant effort. The same is true for websites. Building a website is like planting a tree. If you plant a tree and never water it, it will not grow. After awhile, it will even die. Search engine optimization is like the dirt surrounding your tree. It provides nutrients, which provides growth.
  5. Use a 3x3 link method. Include no more than 3 internal links, and 3 external links in your content (excluding image source links). By sticking to this rule, your page authority will grow in a more consistent manner.
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Google’s Mobile-First Index Algorithm Update

Google’s Mobile-First Index Algorithm Update

Google's Mobile-First Algorithm Update Is Hurting Companies' Organic Ranking... A LOT!

by GingerHippo.

In the past month and a half, an unbelievable amount of websites have lost footing on their rankings, due to Google’s mobile-first algorithm update. We will discuss what the changes are, and how to make the necessary changes, in an effort to boost your organic search rankings or recover from the changes made.

What Is Mobile-First?

63% of all internet usage in the United States comes from mobile browsers, meaning 37% happens on a desktop. Google introduced the mobile-first algorithm update on March 26, 2018, in an effort to offer the most relative content, on the platform by which people are searching for it. This update is not meant to penalize companies’ websites, rather offer the most relevant information to the readers available.

How Will Mobile-First Affect You?

Most companies are already realizing the effects of not having a mobile responsive website, but some were compensating content and frequency of publication to stay ahead of the curve, making up ground for their losses. This will no longer be a viable option for staying on page 1. Google pushed their mobile responsive update live on April 21, 2015, and has given companies nearly 3 years to make the changes needed for their digital footprint, but some have used the wrong methods for adapting to the previous update. If you are currently using a makeshift platform for mobile, you DO NOT have a choice in making the right changes to conform to the mobile-first update.

We do use H tags to understand the structure of the text on a page better.

JOHN MUELLER

Webmaster Trends Analyst at Google

Which Forms Of Mobile Sites Take Priority?

Desktop Only– Your content will not be found in organic search by mobile users. Your content will only be relevant to desktop users.

Responsive Web Design– There are no changes in this update. Your desktop and mobile experience will hold equal value in search results.

Canonical AMP– The same as responsive design. There are no changes to this form of mobile search.

Separate URL’s– Google will provide more weight to the mobile version of your website (i.e. m.gingerhippo versus gingerhippo)

Dynamic Serving– Google prefers the mobile version for indexing.

AMP and non-AMP– Google will prefer the non-AMP URL’s for indexing.

We will break this down further, as you keep reading the article.

Responsive Website Design Wins The Race

Most Page 1 Organically Ranking Content Has More Than 2,000 Words

Avoid Using Interstitial Ads Or Popups On Your Website

The Responsive Website

There is literally no change to the algorithm for responsive websites. A responsive website merely optimizes the desktop version of a site for mobile rendering. If your site is mobile responsive already, no significant changes need to be made.

Further down in your reading, we will discuss changes you will want to make, in an effort to stay ahead of the curve for upcoming algorithm updates by Google. We don’t know for certain these changes are in the works, but very rarely are we wrong in these areas.

Why? Because the changes we suggest follow a best practice format for ever changing use statistics and methodology.

Canonical AMP

Canonical AMP websites are built using AMP HTML coding. AMP is an open source effort to improve the content ecosystem for everyone. AMP separates content, keeping render blocking content from slowing down the load speed of the main content.

The methodology is to provide content to the reader as fast as possible. Is AMP HTML the best solution for everyone? We say no at GingerHippo. AMP is great for data, but bad for user experience.

If your business model is geared towards user experience, AMP is probably not the best way to push out your information. Some disagree with us on our opinion. We understand.

We Do Use H Tags To Understand The Structure Of The Text On A Page Better

~ John Mueller, Google

Separate URL’s

Separate URL’s offers different content for different platform types. Each page has a page for desktop users and a separate page for mobile users.

We try to ensure digital consistency for clients at GingerHippo, so we work with clients to ensure a uniform approach to website design, navigation, and user experience.

After all, if you find a really cool website on your phone and want to dig deeper into that site later on with your desktop, wouldn’t you prefer to see that same cool content, rather than trying to figure out a new way to navigate through your experience? We would. Brand consistency is something we strive for, and feel everyone else should want in their website.

If we just look at the amount of effort needed to provide separate URL designs for mobile and desktop, we are actually doing at least double the work, in an effort to achieve the same result. More importantly, when making changes to desktop versus tablet, versus mobile, we are required to give triple the effort.

Dynamic Serving

Dynamic serving offers visitors unique content for the device they are using. Instead of reformatting existing content for text font size, imagery reductions, animations, etc., this method will show you a completely different version altogether.

As with separate URL’s or AMP content, the user experience is interrupted and confusing, if the visitor revisits the site on a different type of device.

The winner so far is still responsive design, based on a clear and precise user experience, along with branding consistency.

AMP And non-AMP

non-AMP mobilized content will be served with higher priority than AMP HTML. This pushes AMP content into the category of irrelevance.

This is an outstanding decision on Google’s part, because media companies generally use AMP HTML to serve their content as fast as possible, and gain organic position faster than non-AMP HTML, based on frequency of publication. It seems as if Google made a change we were hoping for at GingerHippo with their mobile-first algorithm change, in the sense that quality is being served over quantity, which allows more defined content to be driving search results moving forward.

For those who have been writing authoritative content and getting beat out by major media, your digital day of limelight has come to fruition.

The Importance Of Using Data Highlighter Moving Forward

We are going to simplify data highlighter and it’s importance. Data highlighter can be found in your Google Search Console, but a little bit of work needs to be done, prior to highlighting your content.

If you really truly want to be relevant and found organically, you will use the data highlighter tool effectively for your content. The way to do this effectively, is to break up your content into market verticals, define your categories, then place the content in the right category for what you are writing. This helps to define the meaning of the content to search engines, and also signals to them that your content is important.

Think of it as a filing cabinet, or more importantly the aisle of a grocery store. If there were no organization or categorization of food items in a grocery store, how would you ever find an item you wanted to buy?

Common Mistakes For Mobile Sites

 

  1. Blocked Javascript, CSS, and Image files. Be sure you are allowing the bots to crawl your website both completely, and as a user would. Fetch your site on Webmaster tools regularly, for both desktop AND mobile, fixing errors found.
  2. Ensure your video content is playable. Use HTML5 standards for your animations, and embed video content that is playable on all devices.
  3. Eliminate faulty redirects, and ensure your redirects match the designated URL for the desktop version. Interrupting a visitors user experience by causing them to navigate to a page they don’t want to see, creates a negative user experience.

4. Correct your mobile only 404 errors. When someone reaches a 404 error, there is a 97% chance they will lose value in your messaging and content. Make sure your 404 errors are eliminated on both desktop and mobile versions of your website.

5. Avoid Interstitials. The overlay pop up ads to join a mailing list or download an app will cause website indexing disruption, if not done properly. The correct format for interstitials is to allow navigation and consumption, while recommending the app download, similar to LinkedIn’s mobile rendering out of their app on a mobile device. If you are causing disruption in navigation and user experience, your indexing and ranking will reflect the disruption.

Content Guidelines To ALWAYS Follow

Make sure your room is clean. What does that even mean for websites and content? Let us share with you EXACTLY what this means:

1. Make sure your content is both informative AND answers the visitors questions or solves their problem. Writing incomplete or shortened content causes content irrelevance, which leads to it not gaining authority.

2. ALWAYS use H Tags in your subheadings, and use ALL of them. The H Tags identify the form and flow of your content. We constantly hear arguments regarding the importance or weight of H Tags in our industry, and we can’t stress the importance of using them enough. Using H Tags further identifies the importance and meaning of your content, and while there are no significant case studies regarding the weight for or against, even Google’s John Mueller has plainly stated they are relevant.

4. ALWAYS use alt image attributes for imagery. This is an area we see tremendous opportunities in for a majority of the digital world. Using relevant imagery to the topics, and defining what those pictures are, could be the difference between gaining ranking organically or not.

5. Optimize the imagery for your website. The smaller the file size, the faster your page load speeds are. The faster your page load speeds are, the better your content will rank. Test your page load speeds here.

6. Important, but not overly relevant to this specific article, is to reduce or minimize the amount of gated content. Content gating deters engagement, if trust and value haven’t been established. Visitors will give you their valuable information only when you have gained their permission, and never before. Predatory gating techniques always devalue your brand.

7. Most content that ranks organically on page 1 of Google, has at least 2,000 words. Google wants to help readers answer questions and solve problems, without needing to search multiple sources to form a conclusion. The days of 300 word articles ranking on page 1 are nearly gone; along with the relevance of the emails people receive from overseas firms, claiming an ability to gain page one ranking organically, regardless of the content type, length, page load speeds, website errors, and publishing frequency.

GingerHippo’s Last Piece Of Advice

Be sure to ask your website developer, marketing company, SEO’er, and every single person about the significance of what we talked about in this article. If their response is to discourage the importance of what is above, find a different employee, contractor, or consultant. Anyone who tells you that anything stated above isn’t important, run as fast and as far away from them as possible.

If you take our advice on running away and are looking for a new solution, GingerHippo would truly love the opportunity to sit in the emptied seat. We are never more than a phone call or email away, and we are always grateful for every opportunity we receive.

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5 Recommendations On How To Nurture Leads Better

5 Recommendations On How To Nurture Leads Better

Does Your Content Nurture Leads? Most Content Doesn’t

by GingerHippo.
  • Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo).
  • Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group).
  • 79% of marketing leads never convert to sales. Lack of lead nurturing is the common cause for poor performance (MarketingSherpa).
We are all in the business of collecting data, offering solutions, and hoping for sales, right? Most of the content we find in search, uses this exact strategy.

What we have found through years of working in the marketing industry, is most companies use the exact same process for creating content. It looks something like this:

  • Have a meeting to discuss what we assume people should hear about our products and/or services.
  • Be directed to ensure the message is sales oriented, which pushes website visitors to click a call to action (CTA), driving them into a sales funnel.
  • Write the content from a storyteller standpoint, without giving much thought or weight to how search engines will rank the content.
  • Add a few offers to our content, which will cause readers in the awareness phase of the marketing funnel to give us their information. We will then subscribe them into a marketing automation drip campaign, which will cause them to put our brand at the front of their mind, when their timing is right.

Did we miss any? There are a zillion more scenarios similar to this, which fit into the same type of bucket for lead nurturing. What we find most often, is that the company isn’t really nurturing the lead at all, rather they are pushing all of their content onto a marketing lead, and hoping they will choose them, only if they don’t push their emails into junk, or unsubscribe.

So, the real question is, what is lead nurturing? How do we nurture leads in a way that will encourage them to both stay engaged, and want to hear from us regularly?

The future of publishing is about having connections to readers and the knowledge of what those readers want.
SETH GODIN

5 Recommendations For Improving Your Lead Nurturing Efforts

Step 1:

Write content that is relevant to their customer journey. By creating buyer persona’s, companies have a tremendous opportunity to give their readers the right content, on the right platform, when they want to read it.

We generally find companies trying to shortcut the marketing process, pushing visitors from an awareness phase directly into the decision phase of the marketing funnel. Even companies with an extremely short sales cycle, still need to provide content that allows visitors the opportunity to build value in their brand.

An analogy of this methodology would be to show up to a restaurant and be seated, then have the waiter/waitress ask for your order, without ever having given you a menu. It just doesn’t make any sense, but you would be amazed how many companies use this methodology.

Do all of your visitors fit into the same buyer bucket? We would take an educated guess that they don’t, which is why buyer personas and customer journeys are so important for building a quality user experience.

Lead Nurturing Seed Stage

Nurturing Your Leads

Closing Nurtured Leads

Step 2:

Being conversational in communication is one of the biggest keys to successful lead nurturing. We all receive emails from companies which are overly “buy, buy, buy” focused. When we want to just buy something, we usually engage with a direct eCommerce solution.

Engaging with prospects is actually the single easiest aspect of content writing. We merely need to ask our readers a question, which is relevant to why they are reading the content. Let’s give this a college try from GingerHippo’s perspective:

Would you like to explore how to nurture leads more effectively and write more engaging content? -> Insert CTA

“Content is King but engagement is Queen, and the lady rules the house!”
MARI SMITH
Step 3:

Write content that is relevant to their customer journey. By creating buyer persona’s, companies have a tremendous opportunity to give their readers the right content, on the right platform, when they want to read it.

We generally find companies trying to shortcut the marketing process, pushing visitors from an awareness phase directly into the decision phase of the marketing funnel. Even companies with an extremely short sales cycle, still need to provide content which allows visitors the opportunity to build value in their brand.

An analogy of this methodology would be to show up to a restaurant and be seated, then have the waiter/waitress ask for your order, without every having given you a menu. It just doesn’t make any sense, but you would be amazed how many companies use this methodology.

Shortcuts in the nurturing of leads only leads to one result, which is less return on investment (ROI), aka sales. Don’t be the late night infomercial which tells you to buy the product over and over again, hoping the result will be different, on the 11,842nd attempt to get the sale. While this may work in the short term, we know that it just won’t cut mustard long term, from a marketing strategy perspective.

Does Your Content Start A Conversation, Or Drive Visitors Away?

Step 4:

Keeping your content relevant is extremely important for lead nurturing. At GingerHippo, people will hear us use our Pete & Repeat joke, regarding content:

Pete & Repeat went fishing. Pete fell off the boat. Who’s left?

Repeat…

This may sound similar to step 3, but it is a bit different. Imagine we are selling paint. Let’s look at the different opportunities to engage a potential customer through lead nurturing.

“Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.”
ROBERT ROSE
  1. Tell them about the paint, which includes key differentiators regarding your paint, versus your competitors.
  2. The next interaction discusses a highlight or two about one of your product differentiators, or warranty, or something setting your company apart from your competitor.
  3. If you have a 3rd opportunity to engage with a prospective customer, they are most likely interested in your paint, but they may not know how to apply it. Giving them interactive content about using your product will cause further interest.
  4. Are they still reading? If they are still consuming your content, you are doing 90% better than most of your competitors. Are you asking to interact with them to answer questions and gauge their interest? You should definitely be.

These are just 4 different ways to engage with a prospect. There are literally hundreds of different methods to nurture leads of this type.

How do most companies sell paint? Simple. Here’s our paint. It’s better than other people’s paint. It’s now on sale. We guess you weren’t interested in our paint, because you didn’t buy it from us.

Step 5:

Be prepared to nurture a lead for an extended period of time. People make decisions on their timelines, based on their needs. A decision can be instantaneous, but some decisions can take up to 4 years. Depending on the financial magnitude of the product or service, putting a timeline on what we feel may be an ample amount of time, may not fit your lead or prospect.

If you had a million dollar decision to make regarding buying your dream vacation home, how long would it take you to make the decision? If you signed up for the Sotheby’s Real Estate subscription, and after 6 months they dropped you from their campaigns, would you use them as your preferred Realtor when you were ready to make your purchase? Probably not.

Creating fresh marketing campaigns, with relevant content, while keeping new and fresh ideas streaming to your leads is the end all be all of content marketing and lead nurturing. GingerHippo has found even larger corporations are generally using around 20% of the tools they have subscribed to. By increasing frequency, intensity, and measuring results, we’ve helped clients experience exponential growth in their lead nurturing.

Creating A Campaign Strategy

The last area we are going to discuss very briefly is campaign strategy. In our efforts, we have found that companies using campaign strategies experience over 1482% greater closing ratio’s from prospects. Through careful calculation and strategic content publishing, real results become realized. What would an additional 1482% in sales look like for your company? Would it be worth the extra time to fill in all of the blanks?

We Would Love The Opportunity To Share New Articles With You.
Subscribe to our Awesome Newsletter.

SEARCH
Your Customer Journey Has Been Forever Digitally Disrupted
SELECT
5 Website Mistakes And How To Fix Them
SOLVE
How To Nurture Leads Better

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