Heartbleed, New Majestic Metrics, Alternatives to AdWords & More...
HOW MUCH DIFFERENCE DOES SCHEMA MARKUP REALLY MAKE TO YOUR RANKINGS?
Schema.org was introduced about three years ago as the preferred markup for websites trying to communicate to search engines like Bing and Google what their pages were about. So far it's estimated that fewer than 1% of websites have implemented this markup; however research suggests that pages using Schema have a tendency to rank an average of 4 positions higher than they would without the markup. This article summarises the findings of the study, and makes a compelling case for encouraging clients to implement it where possible.
4 REASONS NOFOLLOWING ALL LINKS IS ABSURD
Over the course of the last few years, the role of links in the world of SEO has gone through multiple transformations and metamorphoses, all the while remaining a key part of the optimisation process. Once again the SEO world is set aflutter by Google's recent actions, which has led to the reappearance of the debate around whether to get links 'nofollowed'. It seems Google is recommending we nofollow a lot of links lately, and I believe it's getting ridiculous. Can nofollow links really be the future? This notion of defaulting to nofollow on every link we build or acquire is absurd. This post puts forward some clear reasons why nofollow is not the future.
If you are worried about your site being affected by the Heartbleed security vulnerability Trend Micro has created a website you can use to test your site. This site will only check your HTTPS protocol website. If you are not publishing a secure site then you are not at risk from Heartbleed.
MORE LINKS WORTH A LOOK...
MAJESTIC MAKING METRICS TOPICAL
This week, Majestic SEO announced that they are now sorting their index into topical categories and using this information to create a new metric; Topical Trust Flow.
Similar to Trust Flow and Citation Flow, which measure the proximity of a web page to a trusted information source, Topical Trust Flow measures how far a site can be seen as a credible source of information for a particular topic. This will be particularly useful for content creators as it has the potential to highlight a site which has a strong overall Trust Flow but which doesn't rank for certain keywords because its topical relevancy is weak.
From an outreach perspective, Topical Trust Flow presents an exciting opportunity which will make it a lot easier for us to:
• Find influencers with blogs which are highly relevant to a particular topic.
• Find the best content on a particular topic.
• Identify opportunities for strengthening a site's relevancy for focus areas.
• Report in more detail to client's how content strategy is developing the relevancy and credibility of their site.
ANALYSING WHY CONTENT GOES VIRAL
Now, we've all seen and read plenty of articles claiming to divulge the secrets of how to create viral content (even the briefest look at Inbound.org this morning throws up half a dozen). However, this guest post by the BuzzSumo team on OkDork is based on the data analysis of over 100 million articles in the space of a few months.
• Content which inspires positive emotions, including awe, laughter, or amusement, gets more shares than posts which evoke sadness or anger.
• People share content to show off - appeal to their narcissistic side (think BuzzFeed quizzes).
• Long-form content is shared far more than short-form content on average - in-depth posts of 2000 words or more are particularly well shared.
• Tuesday is the best day to publish and promote content to get shares across social media - apart from on LinkedIn and Pinterest for which Monday is the best day.
• Having influencers share your content has an exponential effect on how many times it will be shared - make contact with key influencers before your content is published to give it the best chance of going viral.
8 BLOG DESIGN TIPS
Building a blogger list for outreach can be a long and time-consuming process, but quite often Team Outreach can make a judgement about the content of a blog, as a reader would do, based solely on its layout.
We like to think we know what looks like a good blog and how to organise content, and will be helping bloggers improve their sites as we start to work more closely with them through the Joe Blogs blogger network. However, it's important we also use this expertise to organise the content we create for clients.
• This week, this article highlighted some of the basic, but vital, elements of blog design.
• Make navigation easy - Menu bar, Archives, Search box, Contact page and 'About' page are all important.
• Promote your best content - If a particular article or page gets a lot of traffic and/or shares, make it a 'sticky' Featured Post or add it to your navigation menu.
• Make your content easy to read - Always remember to use headings, subheadings, photographs and bullet lists to divide content and make it easily digestible.
• De-clutter your blog and make it look good - Is there a good ratio of text to images? Do adverts draw attention away from your content? Readers will scan your whole blog before they read in-depth content so make sure you make the right impression!
• Make your site mobile friendly - This was also a key takeaway from Brighton SEO last week where Trinity Mirror stated 70% of their traffic is from mobile devices. This is increasingly the case for blogs as well, and a poorly adapted mobile site could cost you a lot of visitors.
MORE LINKS WORTH A LOOK...
10 ALTERNATIVES TO GOOGLE ADWORDS
For those who are struggling to find growth opportunities in Google, then check out this article which highlights 10 excellent alternatives which you can try today.
5 STEPS TO QUICK INSIGHTS USING GOOGLE ANALYTICS GALLERY
Use the Google Analytics Solutions Gallery to find custom dashboards created by experts to speed up the time it takes you to analyse your clients. You no longer need to be an analytics guru to dig deep in to your client's performance! Find the perfect Google Analytics dashboard that you need right now.
THE HIDDEN SKILL THAT EVERY PPC MANAGER SHOULD POSSESS!
There are a number of skills that a PPC manager should have, however one often-overlooked skill that every PPC manager should possess is…sleuthing. Find out what sleuthing is all about and why you need this basic but essential skill to really excel as a PPC manager.