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jack_fox

How to Choose Google My Business Categories (With Cool Tools!) - Moz - 0 views

moz.com/...-google-my-business-categories

local & mobile marketing

shared by jack_fox on 10 Sep 20 - No Cached
  • State of the Local SEO Industry 2020 survey found that, out of all factors, GMB elements (which include categories) have the greatest impact on local pack rankings.
  • take your list of keywords and enter them into your choice of free or paid keyword research tools to discover which terms have the highest potential search volume.
  • Finally, refine your list down to a smaller set of terms that combine the highest search volume with being most relevant and important for your company. In most cases, this is the list you’ll move ahead with, although there are some cases in which you would choose to target lower volume search phrases because they are either a) less competitive, or b) a more exact description of what your business is.
  • ...5 more annotations...
  • the awesome, free, new extension called GMBspy
  • this extension on enables you to go to Google Maps, search for your market competitors and see their categories
  • PlePer’s GMB Category Helper
  • My advice is to experiment with any relevant category and see where it gets you in terms of visibility.
  • check back periodically to see if new categories have become available that could win you new local SERP visibility
Rob Laporte

Entity SEO: The definitive guide - 0 views

searchengineland.com/entity-seo-guide-395264

seo SEM & other tools SEM Industry

shared by Rob Laporte on 27 Oct 23 - No Cached
  • why are SEOs still confused about entities?
  • entities get conflated with keywords
  • Entity SEO is a far more scientific approach to SEO – and science just isn’t for everyone
  • ...13 more annotations...
  • By reading this, you’ll learn:  What an entity is and why it’s important. The history of semantic search. How to identify and use entities in the SERP. How to use entities to rank web content.
  • Examples of entities
  • Perhaps the best example of entities in the SERP is intent clusters. The more a topic is understood, the more these search features emerge
  • What is an entity? An entity is a uniquely identifiable object or thing characterized by its name(s), type(s), attributes, and relationships to other entities. An entity is only considered to exist when it exists in an entity catalog.  Entity catalogs assign a unique ID to each entity. My agency has programmatic solutions that use the unique ID associated with each entity (services, products, and brands are all included). If a word or phrase is not inside an existing catalog, it does not mean that the word or phrase is not an entity, but you can typically know whether something is an entity by its existence in the catalog.
  • concepts and ideas are entities
  • More could be said about schema, but suffice it to say schema is an incredible tool for SEOs looking to make page content clear to search engines.
  • That brings us to the current search system. Google went from 570 million entities and 18 billion facts to 800 billion facts and 8 billion entities in less than 10 years. As this number grows, entity search improves.
  • How to optimize for entities What follows are key considerations when optimizing entities for search: The inclusion of semantically related words on a page. Word and phrase frequency on a page. The organization of concepts on a page. Including unstructured data, semi-structured data, and structured data on a page. Subject-Predicate-Object Pairs (SPO). Web documents on a site that function as pages of a book. Organization of web documents on a website. Include concepts on a web document that are known features of entities.
  • We know this, so how can we optimize for it?  Your documents should contain as many search intent variations as possible. Your website should contain every search intent variation for your cluster. Clustering relies on three types of similarity:  Lexical similarity.  Semantic similarity. Click similarity.
  • Schema is one of my favorite ways of disambiguating content. You are linking entities in your blog to knowledge repositories. Balog says:  “[L]inking entities in unstructured text to a structured knowledge repository can greatly empower users in their information consumption activities.” 
  • (Remember, Google wants to understand the hierarchy of the content, which is why H1–H6 is important.)
  • Balog writes:  “We wish to help editors stay on top of changes by automatically identifying content (news articles, blog posts, etc.) that may imply modifications to the KB entries of a certain set of entities of interest (i.e., entities that a given editor is responsible for).” Anyone that improves knowledge bases, entity recognition, and crawlability of information will get Google’s love.  Changes made in the knowledge repository can be traced back to the document as the original source.  If you provide content that covers the topic and you add a level of depth that is rare or new, Google can identify if your document added that unique information. Eventually, this new information sustained over a period of time could lead to your website becoming an authority. This isn’t an authoritativeness based on domain rating but topical coverage, which I believe is far more valuable. With the entity approach to SEO, you aren’t limited to targeting keywords with search volume. All you need to do is to validate the head term (“fly fishing rods,” for example), and then you can focus on targeting search intent variations based on good ole fashion human thinking.
  • We begin with Wikipedia. For the example of fly fishing, we can see that, at a minimum, the following concepts should be covered on a fishing website: Fish species, history, origins, development, technological improvements, expansion, methods of fly fishing, casting, spey casting, fly fishing for trout, techniques for fly fishing, fishing in cold water, dry fly trout fishing, nymphing for trout, still water trout fishing, playing trout, releasing trout, saltwater fly fishing, tackle, artificial flies, and knots. The topics above came from the fly fishing Wikipedia page. While this page provides a great overview of topics, I like to add additional topic ideas that come from semantically related topics.  For the topic “fish,” we can add several additional topics, including etymology, evolution, anatomy and physiology, fish communication, fish diseases, conservation, and importance to humans.  Has anyone linked the anatomy of trout to the effectiveness of certain fishing techniques? Has a single fishing website covered all fish varieties while linking the types of fishing techniques, rods, and bait to each fish?  By now, you should be able to see how the topic expansion can grow. Keep this in mind when planning a content campaign. Don’t just rehash. Add value. Be unique. Use the algorithms mentioned in this article as your guide. Conclusion This article is part of a series of articles focused on entities. In the next article, I’ll dive deeper into the optimization efforts around entities and some entity-focused tools on the market.
Jennifer Williams

YOUmoz | SEO Myths That Persist: Keyword Density - 0 views

www.seomoz.org/...s-that-persist-keyword-density

seo

shared by Jennifer Williams on 03 Dec 08 - Cached
  • Jennifer Williams on 03 Dec 08
     
    Excellent info on using google semantics tools.
Rob Laporte

Article Pagination: Actions that Improved Google Search Traffic Google SEO News and Dis... - 0 views

www.webmasterworld.com/...4203724.htm

seo site code & design

shared by Rob Laporte on 30 Jun 11 - No Cached
  • Rob Laporte on 30 Jun 11
     
    The value of "long-form journalism" has been tested on websites such as Salon and shown to be quite viable. It also attracts a better caliber of writer. With this in mind, over a year ago I was working with an online magazine that was already publishing longer, in-depth articles, in the area of many thousands of words. The SEO challenge we had was that page 2 and beyond for most articles were not getting any search traffic - even though there was plenty of awesome content there. The approach we decided on is labor intensive for the content creators. But after some education, the writers were all interested in trying to increase the audience size. Here are the steps we took: Page 1 naturally enough uses the overall title of the article for both its title tag and header, and has a unique meta-description. Every internal page then has its own unique title and header tag . These are based on the first SUB-head for that section of the article. This means more keyword research and writing of subheads than would normally be the case. If the article is considered as a whole, then an tag would seem more accurate semantically. But Google looks at the semantic structure one URL at a time, not for the overall multi-URL article. Most pages also include internal subheads, and these are style as On each internal page, there is also a "pre-head" that does use the article title from page 1 in a small font. This pre-head does not use a header tag of any kind, just a CSS style. This pre-head article title is at the top as a navigation cue for the user. An additional navigation cue is that the unique page titles each begin with the numeral "2." or "3." Each internal page also has a unique meta description, one that summarizes that page specifically, rather than summarizing the overall article. Every page of the article links to every other page at the top and the bottom. None of this anemic "Back | Next" junk. There's a complete page choice shown on everywhe
Rob Laporte

What Is Artificial Intelligence And How It Will Impact Marketers - 0 views

foundationinc.co/...ial-intelligence-for-marketers

SEM Industry seo usability & CRO

shared by Rob Laporte on 06 Mar 23 - No Cached
  • AI can create ads at scale and optimize ad creatives in mere moments. It can run A/B tests with hundreds of different words, all while writing actual ad copy and making adjustments based on data. The future for digital advertising is a lot less manual.
  • As an example, I wanted to see what the Google Sheet could do, so I decided to list a few keywords that are relevant to the marketing industry. Let’s say Foundation wanted to create definition content on topics like content marketing, editorial calendar, and digital marketing for a marketing blog. I simply add these keywords to the Google Sheet that Arielle Phoenix developed. And using an API connected to ChatGPT, it delivers the title, meta description, intro, outline and more: This was all developed in the matter of seconds. 
  • Rob Laporte on 06 Mar 23
     
    "AI Google Sheets tool"
Rob Laporte

How To Prioritize Keywords For Optimization Based On Organic Competition - 0 views

searchengineland.com/-on-organic-competition-102564

seo roi planning sem & other tools

shared by Rob Laporte on 05 Dec 11 - No Cached
  • Rob Laporte on 05 Dec 11
     
    George Aspland
Rob Laporte

Search: Not Provided: What Remains, Keyword Data Options, The Future - 0 views

www.kaushik.net/...-keyword-analysis-data-sources

seo roi planning sem & other tools

shared by Rob Laporte on 07 Nov 13 - No Cached
  • Rob Laporte on 07 Nov 13
     
    The Definitive Guide To (8) Competitive Intelligence Data Sources
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