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3 Powerful Strategies for Ecommerce PPC

Here at Increase Your Rank, we typically write about organic SEO and related strategies. However in the context of Pay Per Click (PPC) advertising, there are ways you can increase the rank of your paid ads without having to spend more money.

Strategies for Ecommerce PPC

Improving the cost-effectiveness of your PPC ads centers on quality score. In this blog post, we are going to share with you 5 powerful strategies for ecommerce PPC - several of which can help bump up your quality scores and minimize the expenditure of ad spend. So let's dive right in.

Split-Testing

Ad copy is an often overlooked aspect to optimizing a Pay Per Click campaign. The copy in your ads can influence not only quality score, but also how search engine users respond to your ads. It is thus important that you split-test several ad variations per ad group.

When you include the keywords in which you are bidding on in the copy of your ads, the relevancy factor helps to increase the quality score. Because of this, it's wise to use all or some of the keyword in the copy. Ecommerce PPC campaigns can have tons of ad groups with hundreds of ads, so sometimes testing more systematic PPC strategies is ideal.

One approach is using Dynamic Keyword Insertion. Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches. When using dynamic keyword insertion, you include a unique string in the headline like so:

Ad Headline = {KeyWord:Hair Loss Treatment}

The headline of the ad will be whatever the search engine user submits in Google. If a user's search query is more than 25 characters long (exceeding the headline character limit,) the alternative phrase "Hair Loss Treatment" will be displayed.

This ecommerce PPC strategy is effective in improving both CTR (click-through rates) as well as quality score. It will help to ensure that your ad is very targeted and relevant to whatever users are searching. You'll just want to be careful using this strategy if all of you competitors are using it too. This can be quite common for competitive, ecommerce/product-related keywords. Use dynamic keyword insertion wisely and avoid blending in with the ad clutter.

Try running 2-5 ad variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it makes more sense to split-test 3-4 ads, as opposed to just 2. Here you can try number of awesome strategies in you copy.

One cool approach is partial use of dynamic keyword insertion. For instance, we might write the headline to appear like:

Ad Headline = Premium Leather {KeyWord:Jackets}

So if someone searched "leather coats" or "leather jacket," our ad would display the headline "Premium Leather Coats" or "Premium Leather Jacket."

Ad Extensions

Another powerful and cost-effective technique to improve the CTR of your ads is using ad extensions in Google AdWords. Ad extensions are tools that you can use to enhance the presentation of your ads, and there are many of them.

 

One of the most effective ad extensions is Site Links (shown in the image.) Here you can include links in your ad that direct users to specified inside pages of your website. Not only does this help facilitate conversions and overall usability, but using the Site Links ad extension can help make your ads more prominent and outstanding in the search results. This can be very effective for competitive keywords in an ecommerce context.

Another great ad extension for ecommerce PPC is product extensions. This will display an image for the specific product being advertised, which can really make your ads stand out from the clutter. For product-specific ads, testing the product extensions feature in Google AdWords is an effective strategy.

Keyword Bidding

Another technique to make your ecommerce PPC efforts more efficient is applying keyword bidding strategies like modified broad match. Unlike broad, "phrase," or [exact] keyword matching, modified broad match uses a "+" symbol in front of any keyword that must be included in the user's search query for your ad to appear.

For instance, if we bid on the keyword phrase +kids +organic +clothing, those three words must appear in the users search query for our ad to show up. (So "organic cotton clothing for kids" would trigger the ad, however "childrens organic clothes" would not.) This strategy can help ensure that you ads are being shown when users search long-tail keyword phrases with greater detail.

Another benefit of using modified broad match bidding is that the cost per click (CPC) for some keywords is significantly lower. You can try using creative bidding strategies like kids +organic +clothing. By leaving "kids" as a broad match, your ad can display for searches like "childrens organic clothing" because "childrens" and "kids" are related, with respect to Google's broad matching standards.

Summary

Ecommerce PPC advertising can be a complex endeavor, depending on the size and nature of the online store. Developing effective strategies for ecommerce PPC is essential to thrive amongst the competition. We suggest you employ these three strategies and start realizing greater PPC ROI.

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Content Marketing Ideas for SEO

The approaches to content marketing offer virtually endless options to promote your ideas as well as your business. Marketers can create and distribute content in various forms and through many different channels. The challenge is pairing the type of content (e.g. video, text, images, etc) with the ideal online channels to promote it.

Content Marketing for SEO

Content marketing hold immense potential for SEO. Sharing quality content can result in the content become popular and authoritative. This natural form of "link bait" can offer a powerful source for you as the SEO to build outbound links to your money site.

Additionally, great content can be optimized and found in the search engine results. If the content is compelling and leads visitors to acknowledge or learn more about the source, those individuals can find their way to your website. We call this inbound marketing which is one of the primary benefits of content marketing.

When creating a content marketing strategy, pinpoint the types of content are going to be the most relevant to your audience as well as most effective for your SEO efforts. This may take some research to determine the best techniques to connect with your target market. In addition, you'll want to take into consideration your overall SEO strategy. Are you pursuing local SEO, ecommerce SEO, or global SEO?

These factors will influence the nature of the content you produce. For instance, a local SEO strategy might call for content marketing ideas that have community or city focus. Below we share three examples of how content can be used to progress SEO.

Creating a Factual Infographic

Creating a solid infographic requires a combination of the right ideas and the right skills. A stellar infographic is outcome of interesting content that's presented in a well-organized visual fashion. The development of these compelling graphics combine the skills of graphic artist with the minds of marketing strategists, idea makers, and creative copywriters. The result of a good infographic can provide a number of benefits, including greater inbound traffic and link popularity for SEO.

When promoting an infographic, it is important to always include some attribution text, along with a link that points back to your site. The true hurdle in marketing such content is pinpoint the ideal social media sites to promote the infographic. The immediate platforms that are a must include Tumblr, Google+, Facebook, and StumbleUpon. Another creative idea for SEO is quest blogging your infographic. Guest blogging can offer tremendous SEO link building potential if the blog is a high authority domain with a high PageRank (PR).

Developing a Business Video for Local SEO

After the video is finished, the initial step is to ensure the video has been keyword optimized to maximize its local SEO potential. This will include properly establishing a YouTube channel as well as uploading the optimized video with proper geographic settings. The majority of this keyword optimization is done through the video's properties, along with the advanced settings feature on YouTube.

The actual marketing side of the video should emphasize social media with a more local approach. In many cases, local business websites, directories, and online resource sites with industry or topical relevance are ideal. Membership fees or payment may be required for some quality directories, however the SEO benefit of getting your video published on a credible, locally-relevant domain could be well worth the investment. Lastly, marketing the video via social media platforms like Vimeo, Google+, and Facebook can further increase its search visibility.

Writing a Hilarious Comic

The primary goal for you comic is to get it in front of as many people as possible. Anyone who may find the comic interesting or funny are prone to share it, depending on the social media marketing platform. In essence, a hilarious comic has immense link bait potential for search engine optimization. The outcome of a comic becoming very popular in social-sphere can naturally increase its PageRank, or link authority. For this reason, it critical to include supplementary content or author/creator attributions that include a link back to your website.

Be relentless when promoting any content with comical nature. That is, utilize all options to get the content out there. Social media platforms like Tumblr and StumbleUpon are ideal to release the true potential of the comic to go viral.

Well, that wraps up our three ideas for content marketing and how to use them for SEO. Do you have any questions, comments, or ideas that you'd like to share about content marketing? Let us know in the comments section below.

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SEO in a Nutshell

There's a lot going on in the SEO nutshell. Before you take a crack at it, perhaps you should consult a professional SEO company.

The SEO experts at Web Presence Group can help!

SEO in a Nutshell

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For SEO's: Providing Realistic Client Expectations

Search engine optimization (SEO) is a highly sought after service by business owners and marketers. Businesses seek to optimize their websites for better search engine rankings because higher ranking translates to higher traffic and consequently greater conversion potential.

You stand to offer a lot of marketing potential as an SEO professional because not only are the opportunities in search engine optimization are vast, but the demand is high. It is however, important that you be aware that gone are the days when simply writing great content and building links guaranteed a high ranking in SERPs.

SEO ClientsIt is important that you set realistic client expectations to ensure that your clients are not disillusioned while investing in an SEO campaign. Setting realistic client expectations will better guarantee your services are appreciated, paid for, and later earn referral clients.

New SEO Clients

If you are dealing with a new client, make sure that he/she understands that only sites that are at least several years old get consistent SEO results. There is intense competition and even keywords and keyword phrases that people are not searching for are often difficult to get high ranking with.

Ensure the client understands that it is possible to get a high ranking a few weeks, however only if the competitive nature for those keywords is moderate to low. Ensure your clients understand that an SEO campaign will only be effective if it is done on a long-term basis.

Qualified Leads

Make your clients understand that targeted traffic is more important than a high ranking on SERPs. Focus in the SEO industry is shifting away from having a particular keyword in a particular position in a particular search engine to how the keyword can be used to generate targeted Web traffic. Targeted Web traffic is desirable because people who know what you are offering and who are interested in the same are more likely to buy from you. In other words, quality beats quantity when it comes to online traffic.

It is unfortunate that most website owners who are searching for SEO services only look at the smaller picture and insist that the SEO company guarantees high ranking in search engine results pages (such as a high PageRank or PR on Google). If you ask most website owners what they want from an SEO campaign, most will give you such answers as “a top-4 ranking in Google/Yahoo! for my keywords.” Make sure your clients understand that a good business goal is something like “to bring many people who want the specific product/service I sell to my site”.

Assess the Competition

Although a high ranking in SERPs is desirable, the truth is that a lot of effort, time, and money go into this because of the high competition, especially for ecommerce SEO. Whatever you are selling, note that there are probably thousands, if not millions, of other sites that are offering the same thing or something similar and that use keywords and keyword phrases similar to yours. Even the best SEO company will not magically wave a magic wand or snap its finger for you to have a high ranking in SERPs. A high ranking in SERPs will be of no use if it does not add value to your business.

Does this mean that search engine optimization is dead? The simple answer is that it does not. SEO’s sole focus of attaining the number one ranking in SERPs for the best keywords has changed. Do not expect to do well with such a keyword as “best motorcycle helmet” because there are thousands of outlets, online and offline, selling motorcycle helmets.

Ask your clients to broaden their horizons and to see the bigger picture. Whenever a client tells you to help him/her attain a number one ranking in a particular search engine’s SERP, point out ways of fixing the website for it to attract more target traffic. Focus on improvements that will help the website design will work for users and search engines alike. Point out to your clients that they need not focus on “money phrases” and they need not insist that these phrases appear on all Web pages in their websites. Make them understand that there are other related keywords and keyword phrases that people are typing into their search engines every day.

Content is King

Most website owners create content for the sake of creating new content. They can be forgiven for this because the SEO industry has been insisting on good content for many years now. The word ‘great content’ has been thrown around for so long that few understand what it means today. Content creation services are so numerous that they have created a whole cottage industry.

There are even some content creation services that ‘rent’ content. Ensure that your clients understand that great content does not mean spam pages with the keyword substituted from one Web page to the next and it does not mean describing your products’ history. Ensure your clients understand that great content is content meant for the readers, not for search engines.

So, what makes great web content?

1) Great Web content is unique. The content should have creative ideas that nobody else in your industry has thought of. Being creative means you do not simply copy from your competitors.

2) You must be an industry leader. You must be willing to raise your voice and express your opinions, regardless of what people think of them.

3) You must be willing to pour your soul and heart into the website, not simply looking for quick fixes.

4) Great content takes care of Web users and search engines alike.

5) Great content is content that helps you get targeted Web traffic.

If you explain this to your clients, they will understand that generating quality content is neither easy nor fast, but once done, it will give lasting positive results.

Explain to potential clients that they must first determine their true goals before they call you. Explain to your clients that there are many SEO companies that promise more than they can deliver. A company that tells you it will deliver a number one ranking in a short time is simply after your money.

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Best Practices of Building a Natural Backlink Portfolio

Building a Natural Backlinks PortfolioBuilding links to your webpages is the powerful method and highly sought after services for search engine optimization (SEO). Because of the immense potential behind link building, the practices of many SEO's has become a bit sketchy and unethical. As a result, Google has implemented measures (Penguin update) in its search engine to target websites over optimized backlinks. That is, Google may penalize a website with too many backlinks that are clearly built for keyword targeting and SEO.

Optimized backlinks are links that have anchor text with a keyword target. A natural backlink would be a URL or domain (.com or .org). There are even semi optimized backlinks which have a portion of the keyword target, however it may not be in exact phrase match form. The sites that are being penalized are those with too great a ratio of optimized backlinks, thus deeming them "over optimized."

The Google Penguin Update has shaken the world of SEO. As a result, it is now more important than ever to build a natural backlink portfolio when optimizing your website. The most mind set to have while doing this is to ensure the links pointing to your pages have a blend of natural and optimized anchor text. In essence, you must create diversity in your backlink portfolio.

Diversifying Your Backlinks

To maximize the natural appearance of your site's backlink portfolio, there should be diversity in the anchor text profile. Before Penguin, most SEO's would use exact phrase match anchor text. However now, this needs to be mixed up with various other forms of anchor text, such as your product name, your company name, and other branded keywords as well as naked links (such as your URL). Other good strategies for using semi-optimized anchor text is using broad-match keywords that have additional, non-targeted keywords, synonymous (such as "attorney" instead of "lawyer," and action words such as "click here" and "learn more."

It is also important to diversify where you build your backlinks. It is essential that your links have contextual relevancy. That is, the content in which the link is built must have some relevancy to that of the link. So a link with the anchor text website optimization should be in a blog post, article, or on a page about website optimization. Search engine spiders are smart, and they'll will recognize the contextual relevancy of your backlinks. Not relevant backlinks can discredit their value.

Site's can further naturalize their backlink portfolio by having a have a blend of link sources. This includes a combination of contextual links (backlinks in the copy of an article/blog post), blogroll links, images links, footer links, and so on. Additionally, having backlinks that come for a wide range of (topically related) website also contributes to a natural backlink portfolio. This includes a blend of high and low authority pages (based on Google PageRank) as well as articles, blog posts, blog comments, forum posts, tweets, and other content sources.

Diversifying your backlinks is a lot of work in terms of off-page optimization, but it can really pay off. Again, link building is the most important practices for SEO's and website optimizers, so conduct your efforts wisely.

Naturalizing Your Backlinks

By now you should know the common nature of backlinks and how they impact SEO and website optimization. Below we offer some techniques to naturalizing your backlink portfolio. These ideas are to help you start thinking outside the box when it comes to link building.

1) Guest Blogging: If you can produce quality content that offers value to a select reader-base, then guest blogging can be a momentous opportunity for link building. With guest blogging, you must seek blogs that pertain to your topic and ask the webmaster or blog owner if you can contribute content to the blog. You'll want to define the terms in regards to the backlinks you are able to build. If you can get your link-infused content published on a high authority blog, then you can rock your SEO efforts.

2) Google+: Google+ is Google’s own social networking site and it therefore goes without saying that creating a Google+ profile will help your SEO campaign. This can be very advantageous for inbound marketing and SEO for ecommerce sites. Encourages social interaction to attain more +1s and shares since they will increase the value of your links. Try posting links with short descriptions of your new content or articles in your Google+ profile.

3) Blogrolls: If you have a nice arsenal of blogs that you use for content marketing and link building, use your blogrolls or sidebars to build links. Use this to build natural links, not only to your money pages, but also to your articles and other web properties that might contain link juice. The idea is pass authority to these web properties by spreading PageRank power (or PR.)

4) Blog commenting: Leave comments on high authority blogs with industry or contextual relevancy can help naturalize your backlink portfolio. Most people think this is a waste of time, however this only makes the entire backlink portfolio look natural. Keep in mind that a website or blog that has a high PageRank offers a lot more link weight.

5) Directory listing: Seek for listing in quality directories such as social media directories, government directories like the local offices, general business directories, trade organizations, and local online and offline directories.

6) Link exchanges: Link exchanges should only be done with quality websites that are highly trusted. They could be with your suppliers, customers, or resellers. You could even have dedicated Web pages on your product/brand on their sites. You could ask customers who have blogs to write on your brand.

7) Resource links: Identify industry websites that are related to what you offer and that have resource links listing resources that are similar to your resources. Contact the Webmasters of these websites and ask for links. Give a reason why your site should be listed.

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Depicting the Roles of Web Design & Website Development

It is not uncommon to see the terms web design and web development used in the same context. Although these aspects of building a website are related, they both focus on specific aspects of the website.

The roles of web designers and web developers are integrated in many ways. Both web design and development are centered on website creation, testing, and analysis. However when it comes to aspects of website usability and optimization, determining who is responsible is an overlapping issue.

Some individuals are capable of performing both web design and development executions. Yet when website programming and technical abilities are required, the niche skills of each are often more respects. Whether you're looking for a freelancer web designer or full-service agency to work with, below we depict the roles of both website designers and developers.

Facets of Web Design

The web design process emphasizes the layout, which centers on the use and placement of images, graphics, and content. This is otherwise known as the front-end look and feel off a website. Web designers utilize such tools as Adobe InDesign and Photoshop as well as scripting techniques HTML to implement coding for certain website design elements.

Additionally, web designers will often team up with usability strategists and copywriters. In some instances, a good website designer can be called upon to do usability testing for the website, include aspects of assessing website load speed and user navigation. More often than not, these are elements that are best pursued in a group setting (due to the subject nature of website creation,) so many professionals can offer input for the best outcome.

Web Development

Web Design & Website DevelopmentWeb development in centered on the core functionality of websites. To be specific, this emphasizes website programming, scripting, as well as the testing of usability and functions, such as an on-site search engine. A web development programmer can create the required functionalities and processes, and integrate them into a website’s HTML and script. This can be simple development executions, as well as more complex programming tasks, such as database development.

More times often than not, web designers and web developers work together for the optimal results. A good web design company has a team of graphic artists, web designers, copywriters, and programmers as well as all the tools and resources needed to ensure the final product is a well performing website.

Integrating Web Design and Development

When we integrate the components of web design and website development into one core process, some of the aspects that found most important include:

* Website Layout: this focuses on the image graphic placement, Peoria web design column structure, color scheme, and the overall look and feel of a website.

* Website Usability: this emphasizes on on-site organization of pages and functionality between those pages. When working on usability, web developers must ensure that all web applications work properly, the layout of the website portrays the proper organization, the website loads quickly, and the navigation directs visitors where they should go. This also address aspects to ensure the creation of a SEO friendly website for search engine optimization.

* Website Functionality: refers to the interactive features of a site, such as search engines, animation, and other user-oriented aspects of the site. Programmers use different Web programming languages meant for Web browsers or Web servers to create the necessary functions. JavaScript facilitates cool effects on browser.

* Website Content refers to the text found on the site including the privacy policy and product information. Content creation is best done by a professional copywriter.

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Local Web Design Prowess in Peoria IL

Peoria Web Design CompanyLocal Peoria website design company, OIC Group, Inc., has recently release a new website. The new website is centered on OIC Group's portfolio of local website projects and clients. The emphasis of the new website is to showcase the creativity and web design services of the company while providing prospects and new clients a sample of OIC Group's capabilities.

OIC Group is a locally-focused company that offers web design services for both large and small businesses in Peoria, IL. The web design company employs a diverse line-up of talents, and offers professional services spanning from SEO and PPC advertising to mobile marketing and applications development. With its new website, OIC Group hopes to receive new business in its primary local market of central Illinois.

The Peoria web design company offers experience designing, developing, and optimizing websites for a number of clients in various industries. The structure of its new website presents each portfolio piece by industry as well as client. This helps outline the professional web design capabilities of OIC Group in an organized manner.

Also presented on OIC Group's new website is information about the company's website services. As an advocate for search engine friendly web design and development, OIC Group provides many different services in Internet marketing and search engine optimization. OIC Group also boasts its flagship product known as Exponent CMS. Exponent is a free, open-source content management system that the developers of OIC Group have programmed specifically for SEO friendly websites. Exponent CMS is the cornerstone for many of the company's websites.

OIC Group centers its business model on a local approach. Members of the company are strong advocates for local sustainability, even at the online level where location barriers are virtually non-existent. In addition to building attractive, cutting-edge websites, OIC Group offers many other website services to better sustain ongoing success for its client roster, local SEO Peoria IL being one of them. The company offers a wide range for services for web design Peoria IL and delivers cost-efficient website packages meet all sorts of financial restraints and website needs.

You can visit OIC Group's new website by visiting www.Peoria-Web-Design.com.

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11 Q&A's about Quality Score and Landing Pages

The landing page, also called the lead capture page, is a webpage where visitors land when they click on ads. These pages usually showcase logical extensions of ads in the form of digital sales copies. Landing pages are linked to email marketing campaigns, social media, and search engine marketing.

Quality Score and Landing PagesTwo of the most common applications for landing pages are Google search advertising and Google display advertising, which are both conducted through AdWords. These channels will both offer a quality score for ads based a number of factors, landing pages being one of them.

This is resulted in a lot of questions and concerns in regards to landing pages and their impact on quality score. Below we highlight 11 of the most common questions and answers with respect to quality score and landing pages.

1. What is a good click-through rate (CTR) and what is a good quality score? A good CTR is one of between 2% and 5% and a good quality score is one of over 7.

2. Ad Copy testing versus landing page development: Which is the most important area to consider if I have a keyword with a low quality score? We advise you to improve your ad copy before anything else. Note that an increase in CTR that is not accompanied by an improvement of the quality score is indicative of a problematic landing page.

3. Should I create different landing pages for different ad groups if I am targeting the same service? It is advisable that you have a dedicated landing page for each ad group if you have the same offer. This is less important for ecommerce sites that utilize product pages and category level pages as their landing pages. Google looks for clear through-line from keywords being bid on.

4. How fast, after making changes to my landing page, does my quality score change? Google states that its AdWords system will visit and evaluate landing pages regularly. Positive changes to the landing page will lead to a higher quality score over time. According to Google, a change in your quality score might be visible in just a few days, but real results take months to be visible.

5. Is it necessary that all the keywords that I am using in my Ad group appear on my landing page if I want a good quality score? The simple answer to this is no. Google does not check for each and every keyword when determining the quality score. It is only recommended that you have a few of your best keywords in the ad group for relevance.

6. Is Google Display Advertising Network worthwhile? The display network is applicable for certain quality ads, or re-marketing campaigns. It's recommended that you explore Google Display Network (GDN) a little more, but after separating your display and search campaigns. To maximize your potential on the GDN, learn how to create Google AdWords Image Ads and learn how to use such tools as the Google AdWords Display Ad Builder, the Google AdWords Placement Tool, and the Google AdWords Contextual Targeting Tool.

7. How do I go about testing to determine the ad position that will give me the best CTR? You have absolutely no control over ad position. Google determines this based on your bid and quality score and the bids and quality scores of competitors. To determine you best ad position and to improve the overall success of your local PPC strategy, you'll need experiment with different bid prices.

8. With regards to quality score, which is more important between Meta tags, titles, and content? Google mostly looks as transparency, relevant content, and navigability when considering your landing page. When it comes to your heading/title, focus on communication of a clear message and relevance to ad copy and keyword. Note that your conversion rate does not influence your quality score and Meta tags are therefore not important when it comes to quality score.

9. How often is quality score updated? Calculations of the quality score take place every time a search that triggers an advert takes place, meaning Google uses statistical history from your account, ads, and keywords in ranking ads and in determining what your PPC is in real time. It is however, important to note that it takes time for quality score to have a significant change.

10. What is the proper ‘load time’ on a landing page? It's recommended that you only take action if Google says that you have a ‘below average’ landing page experience since slow loading time can affect the quality score.

11. I have going through the process of optimizing landing page, ad copy, and ad groups, but I am still struggling with my quality score – what do I do? If this is the case, you either have not given enough time for your quality score to improve or you have not optimized everything.

We hope these insights can help you create more conversion oriented landing pages that respect the factors of quality score as well as what users look for when they land on you site.

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The Beginner's Guide to Understanding Google PageRank

‘PageRank’ is a term trademarked by Google and is a popular buzzword in the SEO profession. The Google PageRank (PR) link analysis algorithm is named after Larry Page, one of Google’s founders. It is used by the Google search engine to assign a numerical weight to all webpages which depends on the quality, quantity, and authority of backlinks pointing to the page.

In other words, PageRank independently measures Google’s perception of the authority/quality/credibility of individual webpages.

Determining PR

The PageRank algorithm can be used for any collection of entities with reciprocal references and quotations. The numerical weight assigned to any given element A is called PageRank of A and is denoted as PR (A). If Page B has a higher PageRank than Page D, even though Page B has fewer links, the links from Page B come from more important pages and they therefore have a greater value.

For public consumption, Google reports PR as a number from 0 to 10. If you have a webpage with the same relevance as that of your competitor, the webpage with a higher PageRank will rank higher in search engine results pages (SERPs), which are organic results. A high ranking is important because it means greater visibility and consequently more hits.

Although the Google algorithm is very sophisticated, it boils down to SERP Ranking = Relevance x PageRank. Note that relevance is based on the content (you will have low relevance if you are a 'eco-friendly solutions' company with webpages all about 'auditing services' on your website). Other factors determining relevance are the title of the webpage, keyword quality, and keyword density.

Depicting PR

The primary factor determining your PageRank is the number and authority of other webpages that are linking to your page. According to Google, the inbound links pointing towards your webpages are a vote of confidence in your website. This is called link popularity. This is major practice of off-page SEO.

It is however important to note that all inbound links are not the same. It is suggested that the inbound links pointing towards your website come from credible sites. To determine this, Google considers the PageRank of the webpages providing the backlinks.

PageRank Categories

Google PageRank Guide for SEO OptimizationNote that a link from a website with a PageRank of 6 is more valuable than several links from websites with PageRank of 1. PageRank can be divided up into four broad categories:

1. 0 to 3: These are new websites or websites that have very few inbound links.

2. 4 to 5: These are popular websites with several inbound links.

3. 6: This is a very popular website that has hundreds of links, with many of them being from quality websites.

4. 7 to 10: These are usually media brands such as BBC.co.uk or NYTimes.com, big companies like Apple Inc. or A-list bloggers.

It is widely accepted that PageRank is calculated on a logarithmic scale. This means the difference between PageRank 4 and PageRank 5 is between 5 and 10 times the difference between PageRank 3 and Page Rank 4. This means there are over 100 times more webpages that have PageRank 2 than there are webpages with PageRank of 4.

To determine your PageRank, download the Google Toolbar and turn the PageRank feature on or use the Website Grader tool, which is free of charge. Understanding PageRank from a Peoria SEO perspective can help you dial in your link building efforts for greater success in the search engines.

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How to Organize Your Website for Optimum Keyword Relevancy

Among the first phases of the SEO process (after pinpointing the right keywords to optimize a site for) is determining which pages to build.

Building the blueprints of your website is extremely important for on-site SEO. By blueprints, I am referring to the overall site structure or internal navigation of the core optimized pages.

Build a Cohesive Book

In essence, a website is somewhat like a book. The book can be organized with multiple levels of pages at varying degrees of page depth. When a core optimized page is supported by other related pages (often simply long-tail variations,) the core page will bolster even greater keyword relevancy.

Let me provide an example:

Mayoclinic.com is an extremely well optimized website. Notice in the image the layers of pages in the crumb trail.

Website Organization for SEO Keyword Relevancy

Each page goes deeper on a more specific topic about fitness. All of these wonderful pages (as well as all of the wonderful content each page offers) surrounding the topic of ‘fitness,’ will help to support the keyword relevancy of the site around ‘fitness’ related keywords.

Here is another example:

Below is a website our team put together, WebPresenceGroup.net. We wanted to establish keyword relevancy around the keyword phrase “search engine optimization” (really tough keyword, we know, but our strategy goes far beyond that keyword target ;-)

Page Depth for Keyword Relevancy

 Notice in the top navigation, the pages that expand out under Search Engine Optimization services are all sub-sets of the core practices of SEO, such as Video SEO, Local SEO, and SEO Copywriting.

The idea here is bolster a page optimized for a primary keyword with several pages optimized for related secondary keywords.

The organization of your optimized pages is key. Some website optimization companies will simply build out a ton of new pages without considering the page depth or internal structure. This is often the mark that separates the powerful optimizers from the weak.

Link Pages like a Pro

In addition to organizing your pages for optimum keyword relevancy, it is also crucial to link your pages in a very strategic manner.

Again, keyword relevancy is the name of the game. Here you want to ensure that the pages that are being link together are somewhat related to one another. Furthermore, you will use optimized anchor text in the links that you build.

Here is an example of how we use optimized anchor text in the some of the internal links we have created on Web Presence Group.

Internal linking for Keyword Relevancy

This is a portion of the content on our Search Engine Optimization page. Notice how these two blocks of content focus on a particular sub-set of SEO and each have a keyword optimized link in the copy.

The content is relevant and therefore the optimized internal links and anchor text is relevant. This is known as contextual relevancy.

Putting together your optimized pages is like piecing together the pages of a book. Perhaps you are adding an optimized chapter to that book, or building a completely new website. Whatever your objectives are for SEO, the organization of your site’s content is imperative for keyword relevancy.

continue...

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