The Smart Way to Approach Link Building in 2015

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For Google and the other search engines crawling the web, links are the streets between pages, an analysis of which reveals how they are related to one another and in what ways. Since the late 1990s, link building has had an application in SEO whereby links are treated as votes in the nuanced evaluation of websites and pages. Till date, link-related factors represent a large portion of the complex algorithms search engines use to rank pages but algorithm updates including Google Penguin has transformed link building into an art.


Indeed, through a website’s link profile, the search engines analyze not only the popularity of the site and its pages but also other metrics such as trust, spam and authority. Link building remains an important task for good rankings up the SERPs and traffic success but you can no longer participate in link schemes or buy links to achieve your SEO goals. These black hat techniques used to work previously but these days, they are a surefire way of getting your rankings to drop into oblivion following severe penalties. Instead, you need to acquire links to your website pages legitimately. To that end:

1. Create Content Worth Linking To

When it comes to SEO, the key to inspire natural linking and viral sharing is to create great content worth linking to. People won’t link to you unless your content is compelling, leveraging aspects of usefulness, information dissemination and/or humor.

To create content that readers will want to share through links, take the time to research what your audience wants and look for content gaps. You can also create content around topics that people are already talking about on the social networks and elsewhere on the web. For this job, some tools such as BuzzSumo are excellent.

Equally important, when people think content, they often think written content. Other forms of quality content include infographics, videos, PDF guides and images. In essence, think of the content you create as linkable assets that you will use to connect with people, either to solve their problems or entertain them.

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A Quick Guide on the Importance of SEO in Integrated Marketing

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Previously, for a website to do well in the SERPs, it needed to tick a few, very specific boxes:

  • Good content architecture crawl-able by the search engines
  • Good site architecture with internal links
  • Strategic use of target keywords
  • External links that use a targeted anchor text

But quite a few rules have changed in recent years. Search engines have now grown smarter and for attaining high rankings, marketers need to be knowledgeable about a number of things including content creation and management, branding, PR, social media, email marketing, search marketing and community building.


Another important consideration is the integration of SEO with the different marketing divisions to reinforce the impact of each distinct marketing channel and methodology. This leads to a more consistent and effective marketing process, which in turn translates to better exposure, conversion, customer relations and retention.

Integrated Marketing & SEO

PR, Social Media & SEO

In the busy and distraction-rich world we live in, there is an increasing need for marketers to create content that’s compelling for readers and the media. For instance, a marketing campaign with a good story and enough material for people to credit will attract the right kind of audience and the media. At the same time, without trying or even realizing it, you would have accomplished valuable link building. As a bonus, the links acquired this way don’t only “look” natural, they actually are, a byproduct of achieving bigger goals.

Another SEO consideration is putting at least part of the campaign on the actual company website while hosting any competitions and other materials on a subdomain. Too often, marketers use a separate domain for each distinct campaign and these are never mentioned on the main company website.

At this point, it’s also worth noting that like SEO, PR and Social media are not things that only large businesses have to worry about. It’s relevant for start-ups as well as small and medium-sized businesses. For any campaign, SEO, PR and social media can support one another, in particular when it comes to keyword research for both branding and search. Integrating PR, social media and SEO almost means that once the campaign is over, your website will keep ranking well for that particular  campaign thus giving rise to long-term benefits.

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301 Redirects – How to Use Them Correctly

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Why does the redirect question even have to arise in the first place? There are 2 main reasons:

1. To make sure all users can access your webpage

Some users will type in in the address bar. Others will type A few will also do or

You want all of them to point to the correct version of our web address; it would be sad (stupid?) to lose traffic just because someone omitted the www or added an extra one.

2. To funnel all link juice to your real website

Just like different people will access your website using different URLs, different people will link to your website in the same fashion. With WWW or without it.


You don’t want to have your inbound link strength divided among two ‘different’ websites (or even worse, lose the link strength altogether because one version is not even available!).

Redirecting to the correct version of your website makes sure inbound links don’t go waste, regardless of the version of the URL people use to link to you.

Now that we’ve established the ‘why’, let’s get into which version of the URL to use.

“Should I make my website a WWW one or a non-WWW one?”

The web is filled with arguments (and web wars) for both sides. There are even entire websites dedicated to promoting the use of each version.

For WWW:

For non-WWW:

I will distill down the main arguments for both and will list them in this article.

Arguments for Using WWW

The main benefit of using WWW is the ability to use CDNs like the free Cloudflare service. CDNs cache static content and make them available geographically nearer to Internet users. This greatly increases page load speed (and decreases page load time, which is a big plus for user experience and SEO).

You will not be able to use a CDN on, but it’s a 30-second operation if your website is

The technical explanations are here if anyone is interested.

Other arguments include cookie restriction and a reminder that the World Wide Web is not THE Internet, but part of it.

Arguments for Ditching WWW

It’s shorter. That’s really about it. looks better in advertising and sounds better when speaking. Saying is so 90s. Non-WWW addresses are modern, like

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How to Deal Without Google’s Page Rank?

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For quite some time now, Google’s Page Rank (PR) has been one of the metrics that many SEOs pay special attention to. Basically, it is a number between 0 and 10 given by Google to show how authoritative a certain web page is.


However, in the past two years, PR has been in frequent gossips due to the very rare updates made to it. In simple words, PR has not been updated frequently in the last two years, as only one update has occurred on December 6, 2013.

On top, Google’s people themselves said that we won’t be receiving PR data for the foreseeable future.

So what now? How do we know which site is worth getting our links from? How do we assess the authority of our own websites? This is what this article is about.

The Official Separation

In October 2013, Matt Cutts revealed that the pipeline pushing the PR data from the Google servers to the Page Rank toolbar broke and that the team does not intend to fix it anymore. However, on December 6, PageRank was updated but this seems to have been the last update for over a year now. In October 2014, John Mueller from Google confirmed that the December 2013 update was the last one and spoke in a Google+ Hangout video that they will probably not be updating it anymore.

Why is Google Pulling the Plug off PR?

Page Rank has been used to sell spam. What? Let me explain…

Technically, the higher the PR, the more link juice it sends to any page it links to. A link from a page with a PR of 5 is more valuable than a link from a new page (PR 0 or 1).

Some people built websites with the sole intention to sell links later. They ramped up their PRs by buying links from other high PR websites, and then they started selling their own links later on.

The more “high PR” websites people have, the bigger the “high PR” network they can build, and the more money they can make.

Buying, selling and trading links are against Google’s ToS because it’s an attempt to manipulate search engine rankings and it does not provide any kind of real value.

Google probably decided to shift their focus off PR to curb down those practices. It’s not to say that they don’t have the data; they’re probably just not making it available to us anymore.

After all, what possible good could it do for them to give us that data? The cons outweighed the pros on that one.

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6 SEO Tips and Tricks for the Holiday Season

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It’s that time of the year again. The holiday season is here! Did you conform your website to it yet? The holidays may be the biggest sales month for most eCommerce and retail companies but getting your customers’ attention above all the promotional noise and web clutter around this time of year is a lot of work. Raising the bar with a resounding, authoritative voice may mean the difference between gaining a customer and pushing him to your competition.


To get your website ready for this holiday season:

1. Piggy Back on Your Competition

It’s a simple concept: If you want to surpass your competitors this holiday season, you first need to know what they are doing and what marketing strategies they are using. The first step is to get an idea of the keywords they are targeting. To do this, you can use a tool like Mozbar or SEMrush. The next step is to have a look at their backlinks. This can give you a pretty good idea of the sorts of where they are building a relationship, and if it would be worth it for you to do the same for your own website. Handy tools you can use for this purpose include Open Site Explorer and Mondovo’s Link Research Tool.

2. Conduct your own Keyword Research

You can use the list of keywords that you’ve gathered above as a “seed list” that will help you get started with your own KW research. This way, you’ll be able to target the keywords that they are targeting as well as fill the gaps in their keyword strategy.

The key is to not get seduced by high volume phrases. Target a good mix of short, medium and long tail keyword phrases. For long tail keywords, you can use the idea: Seasonal word + Your product + Your city area plus other variations of this phrase.

3. Begin Content Marketing

The holiday season is a surefire period of consumer spending but to capture the attention of people during one of the busiest times of the year, you need a strong content marketing strategy. The challenge is to strike a balance between producing content that your consumers will want to talk about and link to, and that also aids the sales funnel. You can kick start the process by creating an editorial calendar to push holiday-related content at the right times and in the right places.

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How to Find Popular Keywords Using Wikipedia

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It doesn’t matter what niche you are in or what business model you are following; if you want your business to succeed online, you need to do keyword research.


It’s not only about SEO; it’s about what your customers want. If they cannot find what they want on your page, you can forget about making a sale, getting a lead or even getting a click on your ads, no matter where they came from.

A lot of software and services are available to help you with keyword research, like this one. However, you can also do the research ‘manually’, using Wikipedia. And this is exactly what this article is about! It’s not a conventional way to do keyword research (I don’t see it being discussed on Internet marketing and SEO forums for some reason), but it does result in a lot of high-quality keywords.

Tip #1: The SERP

Okay, this one doesn’t really involve using Wikipedia itself, but it is a big part of the method. Adding the word ‘wikipedia’ to your topic results in informative pages being displayed in the SERPs.

For example: carpet cleaning wikipedia

Instead of being presented with all sorts of carpet cleaning services in the area, I am getting a page full of informative keywords. You should look both at the page titles and descriptions.


In my example, I came up with:

carpet cleaning

rug cleaning

rug cleaner

truckmount carpet cleaner

steam cleaning

vapor steam cleaner

hot water extraction vs steam cleaning

steam mop

Not bad for 90 seconds of work! And that’s without scrolling down past the first 6 results!

Tip #2: Use Wikipedia Search

The heading is pretty self-explanatory. Go to the Wikipedia main page and perform a search on your topic. The page talking about your topic should contain keywords related to your niche.

Performing a quick search on “suits” resulted into the following keywords:

lounge suit

business suits

dinner suits

black tie




made to measure


And again, I didn’t even have to scroll down to find these.

The takeaway here is this: Wikipedia articles are keyword mines. If you invest some time looking, you will find some nice keywords out there.

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Local Search Engine Optimization for Businesses

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In the past, only websites that had the resources to gather a lot of links were seen on Page 1. Local search can be viewed as an opportunity that search engines give to small businesses to shine. In 2014, with the right optimizations in the right places, small businesses can reach their customers pretty easily without having to invest the big bucks into SEO.


See, 80% of people want their search requests to be made according to their specific location, according to some research conducted by some of Google’s friends.

Consumers don’t really care about how popular a website is worldwide anymore. They want to know where they can eat, or which service professional can help them in the next few minutes. And to satisfy these consumers (who are also the people who make the search engines money), the SEs had to make their results more relevant…more local.

So if you have a business and want the local people to find you more easily, this article will show you just that!

It all Starts With your Website

Most SEO experts would agree that SEO work should begin within the website first. This applies to local SEO as well.

The biggest tip we can give you for local SEO? Build and optimize a landing page for each and every location you service. This applies whether you own 1 local shop or a chain of them.

Every page should have proper title and meta tags. Then of course the business name, address and phone number. Keep those consistent wherever you are posting them (don’t use 23 Reagent Street, Cashmere on your website and 23 Reagent St., CSH on a local business listing site – use the same address and phone number format everywhere). A Google Maps of your location is a good idea, too.

One of the biggest challenges is writing unique content for each page providing the same service. The solution: Since you are writing a page for each area, why not write something about the area? Write about the landmarks, memorable events, parks, etc. as part of the content.

Last but not least, optimize the URL. Like this:

Last tip for this section: Use pictures that people will resonate with. A picture of your store with some known buildings on its side will help reduce the bounce rate. And if you can make a video showing the surroundings, even better!

Make Ads ‘Localized’

If you are using paid ads to drive traffic to your website, make sure to optimize them as well for the area (zip code, city or even street name). Make it easy for them to reach you.


60% of the people prefer using the ‘Call’ or ‘Get directions’ buttons directly from the ad rather than clicking through to the website itself, according to this data.

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