SEO Tactic to Avoid #2: Faking URL Rewrites

Today’s SEO tip is about the importance of using discretion in all of your URL writing.

Let’s face it – even the most diligent SEO guru has a lazy moment or two. Spurred on by that devilish voice in your head, it takes all of your will power to deny taking the easy way out when it comes to handpicking keywords to put in your URL. What you want to do is throw a few directories in front of your previously existing URL; what you should do is take the time to rewrite the elements that actually propel the page’s content. Although that tiny addition to your URL seems completely harmless, you have been warned! True, if the legacy URLs are redirected to the new keyword URL to maintain link popularity and de-index the legacy URLs, you’ll probably see no consequences. Sure, your now much longer URL will probably get indexed and therefore be free of any impact, but beware! You would hate to be accused of the ultimate sin: keyword stuffing!

The best way to avoid keyword stuffing is to keep it simple. A URL of four or five words that sounds natural can be perfectly normal. I would warn against using a URL that looks like this: https://www.guardian.co.uk/sport/2009/feb/23/honda-formula-one-bernie-ecclestone-richard-branson-jenson-button-bruno-senna-mercedes-benz, (yes, this is actually real). First off, it’s just too long. No one would ever physically type a URL of that length if they saw it in print. Second, it looks spammy! A URL like that combined with this particular site, itself, is constantly losing credibility. Not only are almost all of The Guardian’s URL’s typically like this, but its articles are full of pointless and annoying links. Generally, it’s very easy to associate these over-stuffed and obnoxious URLs with a lack of value. Is sacrificing quality really worth a few measly SEO points? Make sure to consider keyword proximity and density before writing your URLs to avoid sacrificing the integrity of your website. Stick with keywords and leave out the junk – adverbs, adjectives, pronouns – think about exactly what your target audience is looking for and what they would type into Google to find it.

Here are a few examples of search engine friendly linking, which is really easy to do when use a content management system that enables you to just type in the keywords you want to use in your URL, and it creates the links for you. (Btw, you would not believe how many ecommerce sites still use links with SKU numbers instead of model names).

SEO backlinking tactic courtesy of jon leger

Courtesy of Jon Leger, here is an outline of an SEO Tactic he shared recently at one of his search engine optimization seminars. It’s a really easy strategy that should be in the top 5 of your tactics. Any web design company should be sharing this with their clients. We for sure will be telling some of our local clients in Los Angeles about it because it is so simple to implement.

Leaving contextual comments on other people’s blogs is a very solid SEO technique to boost your search engine rankings because of all the links from the comments pointing back to your web site. This process is one of the premier tactics in acquiring backlinks. If you do this the right way, you can really maximize the impact this has on your search engine rankings.

1. Make a priority list of your top 5-10 targeted keyword terms. Each keyword can be used to find related blogs to leave comments on. So the more keywords you have, the more blogs you will be able to find. This of course leads to the catch-22 which is the more you find, the more you have to do. So keep in mind that as John Candy said in Volunteers, Time is Money and Money is power. use your time wisely and you make the most money.

2. Start looking for blogs that come up in Google for each keyword. The point is that if a blog is already highly ranked in Google for your keyword, then you will want to leave a comment on that blog too because a link back to your site from a “ranked blog” is extremely valuable.

3. If you have a “concrete fence” website and are looking to rank high for the term “concrete fence”, then find blogs that are already ranking for “concrete fence”. the top 10 results are sufficient for each keyword because the further down the list of the results the less valuable a link will be.

4. Consider as well where you link from and where you link to. When you place the comment, make sure to put on the same page that came up in the Google listing. by showing up on that ranked page, you get some of their Google Juice passed along to your site too. It’s called semantic linking and is at the heart of successful backlink strategies.

5. Use Google Blog Search directly to find the sites: https://blogsearch.google.com and then offer the sites:

– A link exchange arrangement.
– Purchase a text link (ie. advertising)
– Offer them an article or press release to publish on their sites.
– Leave a blog comment.

6. When you link to your site, you should link either to your home page or directly to an internal page on your site that is specifically related to the keyword you are targeting. this means that the TITLE TAG of the page should have the KEYWORD in the title.

7. To do this continuously, search daily and set the search parameters to show only the results published in the last 12 or 24 hours. To do it weekly, set the search parameters to show only results from the “Past Week”. There are also a few “Stay up to date on these results:” options provided by Google at the bottom of the results list.

How to reduce your traffic budget for Pay per click or PPC

It used to be that clicks could be purchased for pennies per click. Even with the insanely high fraud rates of 30-40%, it still was worth it to buy as much traffic as you could afford. In the last few years, the costs have skyrocketed. And as more people become web savvy, the competition for those elusive top sponsored ads, becomes even more acute and thus the prices go up another notch.

When I began helping other clients develop their own 4 Pillar Internet Success strategies, I used to focus mostly on search engines. The traffic from them was basically free and therefore it made a lot of sense on how to dominate on free search engines. The funny thing is that as their rankings increased their traffic increased but their conversions did not move in sync. And the reason that made the most sense was the PPC ads on the top and right of Google for example. The heat map studies show that 7x as many people click on the free search engine rankings results as people who click on the ads.

That’s great if you have good rankings. Problem is that people tend to forget that 1 out of 7 people still click on Sponsored ads. So if you are willing to give away 14% or so of your business opportunities to your competition, then you can ignore PPC. But, if you want to take advantage of every business opportunity from a targeted prospect (remember the user typed in the query into the search engine because ostensibly he or she is looking for your service) then you need to buy sponsored PPC ads. So maybe this is counterintuitive but the point is that as your business grows and your rankings grow, so too will your PPC budget grow because 14% of the traffic will always click on the ADS.

What I intend to cover in this PPC section are strategies, case studies and applications designed to get the most out of your PPC budget.