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How SEOs and Marketers Should Avoid Penalty for Low-Quality Pages

Today’s topic of 411 Locals is what Google considers to be low-quality pages and what SEOs and marketers should do to avoid them. Let’s start by saying what constitutes quality according to this search engine:

  • Unique content that is more than different words and phrases. The content should also provide value.
  • Lots of external sources editorially linking to a page. If a page is reference-worthy, it must be high-quality.
  • The page must be referenced by other high-quality pages, not just sources or domains linking to this. The links can be internal or external.
  • The page should successfully answer the query of the searcher. How does Google know this? When someone searches for something, they perform the search and then click on a link. If the results are not satisfying to the searcher, they will click back and choose a different result. This is how Google learns a page does not answer the searcher’s query, especially if it happens a lot.
  • High speed of loading.
  • High quality accessibility and intuitive user design and experience on any device – desktop, laptop, mobile, tablet.
  • Content that is grammatically correct and well-spelled.
  • The non-text content should have text alternatives. For this reason, Google encourages the use of the alt attribute.
  • Content which is organized well and is easy to understand and consume. Trust us, they have their ways of knowing this.
  • Content which points to additional sources where from to get more information, follow-up on tasks, or cite sources. What does this are links externally from a page.

The list above is far from exhaustive, but it contains some of the things which tell Google which pages are high quality and which are not.

How SEOs and marketers filter pages on sites to identify whether their quality is high or low.

Here’s what you should NOT overestimate the importance of: (more…)

Balancing Technical and Non-technical SEO

SEO was mostly about coding in its early days. Technical SEO involved the optimization, often manipulation even, of code, metadata, and link profiles, for the sake of achieving better results.

And that hasn’t changed all that much. But today’s article by 411 Locals is dedicated to a more balanced approach between the technical and non-technical ways of website optimization.
Since manipulation and black hat tactics have become dangerous and less effective, they are also less popular right now. This is how the more creative and non-technical SEO tactics came to be. They are designed with the value and relevance of content in mind.

Technical and non-technical tactics should work in harmony since both are important for the excellent condition of your site and the success of your campaigns. The technical part is the framework on which to build great content.

Here are 4 tips that will help you find a good balance between creative and technical:

1. Know the part that technical SEO plays in your organization

In most organizations today, technical SEO is completely separated from development. The departments SEOs work with are:

  • The IT team managing the storage and reception of important data;
  • Web development team;
  • Non-technical SEOs (like link builders and content marketers).

Technical SEOs are kind of mediators among these fundamentally different teams. However, there is a second part of their job, and that is the implementation and adding structure and optimization which help the engines retrieve, index, and rank content. (more…)

Basic SEO Principles Explained by 411 Locals

Many people feel intimidated by SEO as they think it’s hard to keep up with all the latest changes and updates in the field. This is true to a great extent; however, there are certain SEO fundamentals that haven’t changed that much over time. 411 locals dedicates today’s post to these main factors.

Google’s basic principles can be described as:

  • Crawlability – Whether the search engine can find your content.
  • Site structure – How the search engine organizes and prioritizes this content.
  • Keywords – Define the topic of your content.
  • Backlinks – How the search engine knows your content delivers reliable information on a certain topic.

(more…)

What Do We Do When Copy Isn’t Selling?

copywriting word in wood type

Copywriting and content marketing is going to be the topic again. Since everything else is changing rapidly, we have to keep up with the content as well because its evolution is never far behind.

The biggest challenge for creative writers is being able to attract an audience and convert it into buyers. It’s not enough to become visible and make your products, services, and brand known to the rest of the world – it’s conversion that hurdles every novice copywriter, and it’s conversion that is the hardest part for every marketer.

Trading goods and services online is a major part of the worldwide economy right now, and online marketing directs the flow of sales. Practice makes it clear that marketers don’t need to be ‘natural salesmen’ to be successful in converting readers into clients.
Let’s see what the reasons may be for the lack of sales and low conversion rates.

Customers simply don’t like what you sell

It’s tough to hear, but you have to face the truth at some point and start making changes before it’s too late. If the product or service you offer is not attracting customers, there is no mysterious way to market it successfully.

It’s understandable to be passionate about something you like and find useful, but if your audience doesn’t share your passion, it’s hard to find a common ground upon which to build consumer trust. Especially if you have already invested a lot of time and resources into it, it will be even harder to embrace change. (more…)

Increasing Growth with Conversion Optimization

CRO, or conversion rate optimization is one of the only possible ways to really drive your business forward and increase your website’s efficiency. It takes advantage of the effort you have invested so far into traffic generation and rankings and transforms all of those leads and visitors into paying customers.

However, not all types of CRO actually lead to growth.

It is really important for you to combine your general initiative and strategy with your CRO strategy in order to utilize its full potential.

First, growth is changing everywhere. Online advertising is leading all types of businesses across all industries to go forward and become noticed by a broader audience, but this means that it’s getting substantially competitive to win a part of that audience.

This requires from us to take a different look at growth and how to generate revenue. Not only has marketing changed, if not completely transformed in the last 10 years, but we also see how things that worked last year have simply lost their buzz today! Google’s algorithms are running out quicker than SEOs can keep up with them and adapt their work accordingly.

How the big guys do it

On the other hand, we see companies like Facebook and Dropbox literally explode with growth in the past 10 years, and we see no trace of the traditional advertising methods in their strategies. (more…)