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7 Tips For Landing Your Dream SEO Job

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7 Tips For Landing Your Dream SEO Job

Can you imagine a world without search engines?

You’d be stuck combing through endless pages of web content in a frustrating and usually vain struggle to find super important things like “chiropractors near me” or “1976 Best Picture Winner.”

Luckily, search engines do exist. And because they do, there’s a real need for skilled professionals who know how to optimize websites to show up at the top of their rankings.

Are you trying to get started in the field of search engine optimization (SEO)?

I’ve probably interviewed and hired over 100 different people in SEO & search marketing roles over the past 20 years and have learned a lot of things that can help you make the right impression.

Here are my tips for landing your dream job and starting your career in SEO.

What Types of SEO Jobs Are There?

Every business, blog, and ecommerce store can benefit from a search engine optimization expert to boost their online presence.

But each organization has different needs. And this, of course, means lots of different job opportunities.

While it would be impossible to list every SEO role, here are some of the more common jobs in the field:

Content Creator

When it comes to digital marketing, content is still king.

Content creators elevate a website’s search engine ranking by writing copy using keywords.

Tone, style, and readability are also important considerations to content creators.

SEO Analyst

These professionals are responsible for maintaining the success and relevance of an organization’s website.

By tracking and implementing the latest best practices, they keep websites informative and accessible, measuring success by analyzing performative data.

SEM Specialist/Strategist

Search Engine Marketing (SEM) Specialists and Strategists oversee paid search campaigns and other pay-per-click (PPC) initiatives.

They work with the SEO and marketing teams to drive traffic and attract customers.

SEO Account Manager

Commonly found in agency settings, SEO Account Managers oversee SEO strategy and operations for one or several clients.

They provide customer service and serve as a liaison between the client and the technical team.

Link Builder

These professionals focus on building and maintaining backlinks that will increase traffic to a page.

They develop partnerships using email outreach, blogger networking, and posting on forums.

SEO Consultant

Usually working as independent contractors, SEO consultants provide expert advice and guidance for organizations looking to optimize their search engine rankings.

They will analyze the current website and content, making recommendations to improve results, and in some cases, even lead a redesign of a client’s online presence.

Is A Career In SEO Right For You?

As an important part of any organization’s digital success, the demand for SEO professionals is high and continues to grow. But like any career, it’s not for everyone.

To help you decide if this is the right choice for you, let’s take a quick look at some of the pros and cons:

Pro: It’s well paid. Let’s face it, money matters. Because SEO is so vital to modern businesses, they’re willing to generously compensate people who can get the results they need.

Con: It’s tricky. SEO is a constantly shifting landscape. Just when you think you have it figured out, Google changes the algorithm, and you have to rethink your entire strategy.

Pro: There’s a lot of variety. As discussed in the previous section, there are countless opportunities for SEO professionals.

From non-profits to professional sports franchises, mom-and-pop stores to multinational corporations – you can work in almost any industry, either independently or as part of a team.

Con: It takes time to get good at. You’re not going to become a search engine wizard in one day. You’ll spend a lot of time combing through Google Analytics, and it takes constant research to stay up to date on the latest techniques and best practices.

Pro: You’re constantly learning. If you’re the type of person who enjoys self-development, SEO may be perfect for you. From writing keyword-rich text to designing webpages, search engine optimization is anything but boring and provides you with easily transferrable skills.

Con: It requires patience. It can take days, weeks or even months for your latest implementation to reap rewards.

Quality optimization provides rewards in the long-term. But even after all your hard work, you may not see the results you wanted.

There are hundreds of ranking factors, many of which Google doesn’t reveal, and sometimes even a great strategy can come up short.

Whether the pros outweigh the cons is completely up to you. But if you haven’t been dissuaded, read on for tips on landing the career in SEO you want.

1. Identify What Employers Are Looking For

The key to finding a job, SEO or otherwise, is to have the qualifications the employer is looking for.

But there usually isn’t one set requirement for every SEO position. Instead, it will vary from organization to organization.

For example, some employers want applicants to have a college degree, while others will accept applicants solely on the strength of their professional portfolio.

Carefully peruse the job posting (if one exists) and consider the type of expertise the employer requires. Do you need in-depth technical skills or knowledge? Some positions may require someone who knows their way around Python NLP libraries, while others will want a Google Analytics wizard.

Some of the most common skills needed include target audience identification, knowledge of Google’s Webmaster Guidelines, experience with website audits, keyword research, and competitive analysis.

In addition to digital marketing experience, many companies also prefer candidates with proven verbal and written communication skills.

You can learn more about some of the most common SEO job requirements here.

2. Get To Know The Companies You’re Interested In

Before you ever send off an application, you should know as much as possible about the companies you’re interested in.

This will not only increase your chances of securing a job, but it will also help you determine if it’s a good cultural fit for you.

Research the organization’s history. How long have they been around? What are their primary products and services? Who are their competitors?

Spend some time investigating their core values. Peruse their website. Read their mission statement. Look them up on sites like GlassDoor and Indeed, where you can read employee reviews.

This is a great way to get an inside look at the culture and what working at the company is really like.

LinkedIn is also a great tool for research.

Look into company leadership, as well as the team you might be working with. See if you share any connections or interests. This can help build rapport during the interview process.

3. Stay Current With Emerging Trends And Hone Your Skills

Search Engine Optimization, more than almost any other field, is a constantly shifting landscape.

Whether it’s changes to Google’s algorithm or emerging new technologies, what worked yesterday may not work tomorrow.

Best practices are constantly changing. To stay at the top of the field, you need to know about them.

Show potential employees you’re not only aware of the latest trends and techniques, but you understand how to use them by applying them to your current work.

Stay up to date by reading blogs and web resources (like the one you’re on now, for example).

Participate in SEO forums where you can ask and answer questions. Enroll in free certification course that will look good on your resume.

And of course, don’t forget about Google Career Certificates, a low-cost way to earn the equivalent of a four-year degree in just a fraction of the time.

You can read more about how these certificates can help you fast-track your career in this article.

4. Build Your Online Brand

In an evolving job market, which also happens to coincide with a look-at-me social media environment, it’s more important than ever to stand out.

And that means more than simply doing good work and having an amazing portfolio – it means building your brand.

Not sure what that is? Think of it as how other people think about you. It’s both your talents and who you are, and it’s what differentiates from everyone else.

A good place to start branding yourself is with a personal website. More than a way to tell your story or show off work, also lets you show employers your web-savviness.

Think about it: What could prove your expertise with search engine optimization better than a personal site at the top of the rankings?

In one fell swoop, you’ve demonstrated both your expertise and experience. And if you need a little help getting that new website off the ground, we have a handy guide to get you started.

You may also consider optimizing your social media profile for the job you want. Make sure you’re presenting a consistent, professional message across platforms. And yes, that means deleting those embarrassing party pictures from college.

5. Customize Your Resume To The Role

Many jobseekers fall into the trap of creating one “good enough” resume and submitting that for every position they apply for. That’s a mistake.

Employers want to know you not only read the job posting, but that you’re qualified for the role.

Before hitting “send” on your next application, take some time to assess your strengths and feature the qualities hiring managers are looking for.

It may be as simple as restructuring your bulleted list of skills. Or, it may call for a massive rewriting of your entire resume to focus on more relevant experience.

Do a web search for resume examples for similar roles and tailor yours around them. SEO jobs want to know the specifics of your performance.

Did you take a website from the third page of Google results to the top spot? Highlight that.

Did you grow organic traffic by 32%? Your resume should show it.

Make sure you list not just your experience but your achievements, as well.

For more assistance in crafting an SEO resume, be sure to read this article.

6. Nail The Interview

Your resume has been polished, and you’ve attracted the attention of the hiring manager. Now comes the really tricky part – the interview.

Most people know better than to show up with uncombed hair, in ripped jeans and a wrinkled Justin Bieber t-shirt, but there’s so much more to good interviews than just looking great.

Body language is also important. Sit up straight, look people in the eye, and smile. Basically do all the things your kindergarten teacher taught you.

Come prepared with pointed questions to ask. Interviewers love when you have done your research. It shows your interest in the position and that you are taking the interview process seriously.

Rehearse your answers to common interview questions and be prepared to highlight your creativity and relevant skills.

Not sure what kind of questions you may be asked? We’ve provided a list of 46 common questions that may come up during an SEO job interview.

7. Know Your Worth

All your life you’ve probably been told it’s bad manners to discuss money. There is, however, one exception to this rule – during job interviews.

Be confident in your skills and ask for compensation commensurate with them.

Research how much jobs at this level generally pay based upon job title and experience. Not sure where to start? Take a look at State of SEO 2021 SEO Salary Report.

And, be prepared to negotiate. Most jobs expect you to have a counteroffer.

A good rule of thumb is to ask for 10% more than you think you’ll get.

Provided your counter isn’t completely unrealistic, it’s not harmful to ask for more money, and who knows? You just might get it. But you won’t know if you don’t ask.

Takeaways

In the course of this piece, we’ve taken a look at what types of SEO positions are out there, what the pros and cons of a career in this field are and some strategies for landing the job you want.

If there is one thing you take away, let it be this: SEO is a good career choice, where you will be in high demand.

With the huge global shift into digital, people are more connected to the web than ever before. And that means more content in need of optimization.

According to Business Wire, the global market for SEO services is expected to grow by 19.6% to reach $83.7 billion in 2025.

And that means the sky is the limit for SEO professionals right. Now go out there and get that job.

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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

Google Search Console is an essential tool that offers critical insights into your website’s performance in Google search results.

Occasionally, you might observe a sudden decline in organic traffic, and it’s crucial to understand the potential causes behind this drop. The data stored within Google Search Console (GSC) can be vital in troubleshooting and understanding what has happened to your website.

Before troubleshooting GSC traffic declines, it’s important to understand first what Google says about assessing traffic graphs in GSC and how it reports on different metrics.

Understanding Google Search Console Metrics

Google’s documentation on debugging Search traffic drops is relatively comprehensive (compared to the guidance given in other areas) and can, for the most part, help prevent any immediate or unnecessary panic should there be a change in data.

Despite this, I often find that Search Console data is misunderstood by both clients and those in the first few years of SEO and learning the craft.

Image from Google Search Central, May 2024

Even with these definitions, if your clicks and impressions graphs begin to resemble any of the above graph examples, there can be wider meanings.

Search Central description  It could also be a sign that…
Large drop from an algorithmic update, site-wide security, or spam issue This could also signal a serious technical issue, such as accidentally deploying a noindex onto a URL or returning the incorrect status code – I’ve seen it before where the URL renders content but returns a 410.
Seasonality You will know your seasonality better than anyone, but if this graph looks inverse it could be a sign that during peak search times, Google is rotating the search engine results pages (SERPs) and choosing not to rank your site highly. This could be because, during peak search periods, there is a slight intent shift in the queries’ dominant interpretation.
Technical issues across your site, changing interests This type of graph could also represent seasonality (both as a gradual decline or increase).
Reporting glitch ¯_(ツ)_/¯ This graph can represent intermittent technical issues as well as reporting glitches. Similar to the alternate reasons for graphs like Seasonality, it could represent a short-term shift in the SERPs and what meets the needs of an adjusted dominant interpretation of a query.

Clicks & Impressions

Google filters Click and Impression data in Google Search Console through a combination of technical methods and policies designed to ensure the accuracy, reliability, and integrity of the reported data.

Reasons for this include:

  • Spam and bot filtering.
  • Duplicate data removal.
  • User privacy/protection.
  • Removing “invalid activities.”
  • Data aggregation and sampling.

One of the main reasons I’ve seen GSC change the numbers showing the UI and API is down to the setting of thresholds.

Google may set thresholds for including data in reports to prevent skewed metrics due to very low-frequency queries or impressions. For example, data for queries that result in very few impressions might be excluded from reports to maintain the statistical reliability of the metrics.

Average Position

Google Search Console produces the Average Position metric by calculating the average ranking of a website’s URLs for a specific query or set of queries over a defined period of time.

Each time a URL appears in the search results for a query, its position is recorded. For instance, if a URL appears in the 3rd position for one query and in the 7th position for another query, these positions are logged separately.

As we enter the era of AI Overviews, John Mueller has confirmed via Slack conversations that appearing in a generative snapshot will affect the average position of the query and/or URL in the Search Console UI.

1718702762 996 How To Uncover Traffic Declines In Google Search Console AndSource: John Mueller via The SEO Community Slack channel

I don’t rely on the average position metric in GSC for rank tracking, but it can be useful in trying to debug whether or not Google is having issues establishing a single dominant page for specific queries.

Understanding how the tool compiles data allows you to better diagnose the reasons as to why, and correlate data with other events such as Google updates or development deployments.

Google Updates

A Google broad core algorithm update is a significant change to Google’s search algorithm intended to improve the relevance and quality of search results.

These updates do not target specific sites or types of content but alter specific systems that make up the “core” to an extent it is noteworthy for Google to announce that an update is happening.

Google makes updates to the various individual systems all the time, so the lack of a Google announcement does not disqualify a Google update from being the cause of a change in traffic.

For example, the website in the below screenshot saw a decline from the March 2023 core update but then recovered in the November 2023 core update.

GSC: the website saw a decline from the March 2023 core updateScreenshot by author from Google Search Console, May 2024

The following screenshot shows another example of a traffic decline correlating with a Google update, and it also shows that recovery doesn’t always occur with future updates.

traffic decline correlating with a Google updateScreenshot by author from Google Search Console, May 2024

This site is predominantly informational content supporting a handful of marketing landing pages (a traditional SaaS model) and has seen a steady decline correlating with the September 2023 helpful content update.

How To Fix This

Websites negatively impacted by a broad core update can’t fix specific issues to recover.

Webmasters should focus on providing the best possible content and improving overall site quality.

Recovery, however, may occur when the next broad core update is rolled out if the site has improved in quality and relevance or Google adjusts specific systems and signal weightings back in the favour of your site.

In SEO terminology, we also refer to these traffic changes as an algorithmic penalty, which can take time to recover from.

SERP Layout Updates

Given the launch of AI Overviews, I feel many SEO professionals will conduct this type of analysis in the coming months.

In addition to AI Overviews, Google can choose to include a number of different SERP features ranging from:

  • Shopping results.
  • Map Packs.
  • X (Twitter) carousels.
  • People Also Ask accordions.
  • Featured snippets.
  • Video thumbnails.

All of these not only detract and distract users from the traditional organic results, but they also cause pixel shifts.

From our testing of SGE/AI Overviews, we see traditional results being pushed down anywhere between 1,000 and 1,500 pixels.

When this happens you’re not likely to see third-party rank tracking tools show a decrease, but you will see clicks decline in GSC.

The impact of SERP features on your traffic depends on two things:

  • The type of feature introduced.
  • Whether your users predominantly use mobile or desktop.

Generally, SERP features are more impactful to mobile traffic as they greatly increase scroll depth, and the user screen is much smaller.

You can establish your dominant traffic source by looking at the device breakdown in Google Search Console:

Device by users: clicks and impressionsImage from author’s website, May 2024

You can then compare the two graphs in the UI, or by exporting data via the API with it broken down by devices.

How To Fix This

When Google introduces new SERP features, you can adjust your content and site to become “more eligible” for them.

Some are driven by structured data, and others are determined by Google systems after processing your content.

If Google has introduced a feature that results in more zero-click searches for a particular query, you need to first quantify the traffic loss and then adjust your strategy to become more visible for similar and associated queries that still feature in your target audience’s overall search journey.

Seasonality Traffic Changes

Seasonality in demand refers to predictable fluctuations in consumer interest and purchasing behavior that occur at specific times of the year, influenced by factors such as holidays, weather changes, and cultural events.

Notably, a lot of ecommerce businesses will see peaks in the run-up to Christmas and Thanksgiving, whilst travel companies will see seasonality peaks at different times of the year depending on the destinations and vacation types they cater to.

The below screenshot is atypical of a business that has a seasonal peak in the run-up to Christmas.

seasonal peaks as measured in GSCScreenshot by author from Google Search Console, May 2024

You will see these trends in the Performance Report section and likely see users and sessions mirrored in other analytics platforms.

During a seasonal peak, Google may choose to alter the SERPs in terms of which websites are ranked and which SERP features appear. This occurs when the increase in search demand also brings with it a change in user intent, thus changing the dominant interpretation of the query.

In the travel sector, the shift is often from a research objective to a commercial objective. Out-of-season searchers are predominantly researching destinations or looking for deals, and when it is time to book, they’re using the same search queries but looking to book.

As a result, webpages with a value proposition that caters more to the informational intent are either “demoted” in rankings or swapped out in favor of webpages that (in Google’s eyes) better cater to users in satisfying the commercial intent.

How To Fix This

There is no direct fix for traffic increases and decreases caused by seasonality.

However, you can adjust your overall SEO strategy to accommodate this and work to create visibility for the website outside of peak times by creating content to meet the needs and intent of users who may have a more research and information-gathering intent.

Penalties & Manual Actions

A Google penalty is a punitive action taken against a website by Google, reducing its search rankings or removing it from search results, typically due to violations of Google’s guidelines.

As well as receiving a notification in GSC, you’ll typically see a sharp decrease in traffic, akin to the graph below:

Google traffic decline from penaltyScreenshot by author from Google Search Console, May 2024

Whether or not the penalty is partial or sitewide will depend on how bad the traffic decline is, and also the type (or reason) as to why you received a penalty in the first place will determine what efforts are required and how long it will take to recover.

Changes In PPC Strategies

A common issue I encounter working with organizations is a disconnect in understanding that, sometimes, altering a PPC campaign can affect organic traffic.

An example of this is brand. If you start running a paid search campaign on your brand, you can often expect to see a decrease in branded clicks and CTR. As most organizations have separate vendors for this, it isn’t often communicated that this will be the case.

The Search results performance report in GSC can help you identify whether or not you have cannibalization between your SEO and PPC. From this report, you can correlate branded and non-branded traffic drops with the changelog from those in command of the PPC campaign.

How To Fix This

Ensuring that all stakeholders understand why there have been changes to organic traffic, and that the traffic (and user) isn’t lost, it is now being attributed to Paid.

Understanding if this is the “right decision” or not requires a conversation with those managing the PPC campaigns, and if they are performing and providing a strong ROAS, then the organic traffic loss needs to be acknowledged and accepted.

Recovering Site Traffic

Recovering from Google updates can take time.

Recently, John Mueller has said that sometimes, to recover, you need to wait for another update cycle.

However, this doesn’t mean you shouldn’t be active in trying to improve your website and better align with what Google wants to reward and relying on Google reversing previous signal weighting changes.

It’s critical that you start doing all the right things as soon as possible. The earlier that you identify and begin to solve problems, the earlier that you open up the potential for recovery. The time it takes to recover depends on what caused the drop in the first place, and there might be multiple factors to account for. Building a better website for your audience that provides them with better experiences and better service is always the right thing to do.

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Barriers To Audience Buy-In

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Barriers to audience buy-in with lead generation

This is an excerpt from the B2B Lead Generation ebook, which draws on SEJ’s internal expertise in delivering leads across multiple media types.

People are driven by a mix of desires, wants, needs, experiences, and external pressures.

It can take time to get it right and convince a person to become a lead, let alone a paying customer.

Here are some nuances of logic and psychology that could be impacting your ability to connect with audiences and build strong leads.

1. Poor Negotiations & The Endowment Effect

Every potential customer you encounter values their own effort and information. And due to something called the endowment effect, they value that time and data much more than you do.

In contrast, the same psychological effect means you value what you offer in exchange for peoples’ information more than they will.

If the value of what you’re offering fails to match the value of what consumers are giving you in exchange (read: their time and information), the conversions will be weak.

The solution? You can increase the perceived value of the thing you’re offering, or reduce the value of what the user “pays” for the thing you offer.

Want an exclusive peek into tactics we use when developing our own lead gen campaigns? Check out our upcoming webinar.

Humans evaluate rewards in multiple dimensions, including the reward amount, the time until the reward is received, and the certainty of the reward.

The more time before a reward occurs, and the less certain its ultimate value, the harder you have to work to get someone to engage.

Offering value upfront – even if you’re presenting something else soon after, like a live event, ebook, or demo – can help entice immediate action as well as convince leads of the long-term value of their investment.

It can even act as a prime for the next step in the lead gen nurturing process, hinting at even more value to come and increasing the effectiveness of the rest of your lead generation strategy.

It’s another reason why inbound content is a critical support for lead generation content. The short-term rewards of highly useful ungated content help prepare audiences for longer-term benefits offered down the line.

3. Abandonment & The Funnel Myth

Every lead generation journey is carefully planned, but if you designed it with a funnel in mind, you could be losing many qualified leads.

That’s because the imagery of a funnel might suggest that all leads engage with your brand or offer in the same way, but this simply isn’t true – particularly for products or services with high values.

Instead, these journeys are more abstract. Leads tend to move back and forth between stages depending on their circumstances. They might change their minds, encounter organizational roadblocks, switch channels, or their needs might suddenly change.

Instead of limiting journeys to audience segments, consider optimizing for paths and situations, too.

Optimizing for specific situations and encounters creates multiple opportunities to capture a lead while they’re in certain mindsets. Every opportunity is a way to engage with varying “costs” for time and data, and align your key performance indicators (KPIs) to match.

Situational journeys also create unique opportunities to learn about the various audience segments, including what they’re most interested in, which offers to grab their attention, and which aspects of your brand, product, or service they’re most concerned about.

4. Under-Pricing

Free trials and discounts can be eye-catching, but they don’t always work to your benefit.

Brands often think consumers will always choose the product with the lowest possible price. That isn’t always the case.

Consumers work within something referred to as the “zone of acceptability,” which is the price range they feel is acceptable for a purchasing decision.

If your brand falls outside that range, you’ll likely get the leads – but they could fail to buy in later. The initial offer might be attractive, but the lower perception of value could work against you when it comes time to try and close the sale.

Several elements play into whether consumers are sensitive to pricing discounts. The overall cost of a purchase matters, for example.

Higher-priced purchases, such as SaaS or real estate, can be extremely sensitive to pricing discounts. They can lead to your audience perceiving the product as lower-value, or make it seem like you’re struggling. A price-quality relationship is easy to see in many places in our lives. If you select the absolute lowest price for an airline ticket, do you expect your journey to be timely and comfortable?

It’s difficult to offer specific advice on these points. To find ideal price points and discounts, you need good feedback systems from both customers and leads – and you need data about how other audiences interact. But there’s value in not being the cheapest option.

Get more tips on how we, here at SEJ, create holistic content campaigns to drive leads in this exclusive webinar.

5. Lead Roles & Information

In every large purchasing decision, there are multiple roles in the process. These include:

  • User: The person who ultimately uses the product or service.
  • Buyer: The person who makes the purchase, but may or may not know anything about the actual product or service being purchased.
  • Decider: The person who determines whether to make the purchase.
  • Influencer: The person who provides opinions and thoughts on the product or service, and influences perceptions of it.
  • Gatekeeper: The person who gathers and holds information about the product or service.

Sometimes, different people play these roles, and other times, one person may hold more than one of these roles. However, the needs of each role must be met at the right time. If you fail to meet their needs, you’ll see your conversions turn cold at a higher rate early in the process.

The only way to avoid this complication is to understand who it is you’re attracting when you capture the lead, and make the right information available at the right time during the conversion process.

6. Understand Why People Don’t Sign Up

Many businesses put significant effort into lead nurturing and understanding the qualities of potential customers who fill out lead forms.

But what about the ones who don’t fill out those forms?

Understanding these values and the traits that drive purchasing decisions is paramount.

Your own proprietary and customer data, like your analytics, client data, and lead interactions, makes an excellent starting place, but don’t make the mistake of basing your decisions solely on the data you have collected about the leads you have.

This information creates a picture based solely on people already interacting with you. It doesn’t include information about the audience you’ve failed to capture so far.

Don’t fall for survivorship bias, which occurs when you only look at data from people who have passed your selection filters.

This is especially critical for lead generation because there are groups of people you don’t want to become leads. But you need to make sure you’re attracting as many ideal leads as possible while filtering out those that are suboptimal. You need information about the people who aren’t converting to ensure your filters are working as intended.

Gather information from the segment of your target audience that uses a competitor’s products, and pair them with psychographic tools and frameworks like “values and lifestyle surveys” (VALS) to gather insights and inform decisions.

In a digital world of tough competition and even more demands on every dollar, your lead generation needs to be precise.

Understanding what drives your target audience before you capture the lead and ensuring every detail is crafted with the final conversion in mind will help you capture more leads and sales, and leave your brand the clear market winner.

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Google Answers Question About Toxic Link Sabotage

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Gary Illyes answers a question about how to notify Google about toxic link sabotage

Google’s Gary Illyes answered a question about how to notify Google that someone is poisoning their backlink profile with “toxic links” which is a problem that many people have been talking about for at least fifteen years.

Question About Alerting Google To Toxic Links

Gary narrated the question:

“Someone’s asking, how to alert Google of sabotage via toxic links?”

And this is Gary’s answer:

I know what I would do: I’d ignore those links.

Generally Google is really, REALLY good at ignoring links that are irrelevant to the site they’re pointing at. If you feel like it, you can always disavow those “toxic” links, or file a spam report.

Disavow Links If You Feel Like It

Gary linked to Google’s explainer about disavowing links where it’s explained that the disavow tool is for a site owner to tell Google about links that they are responsible for in some way, like paid links or some other link scheme.

This is what it advises:

“If you have a manual action against your site for unnatural links to your site, or if you think you’re about to get such a manual action (because of paid links or other link schemes that violate our quality guidelines), you should try to remove the links from the other site to your site. If you can’t remove those links yourself, or get them removed, then you should disavow the URLs of the questionable pages or domains that link to your website.”

Google suggests that a link disavow is only necessary when two conditions are met:

  1. “You have a considerable number of spammy, artificial, or low-quality links pointing to your site,
    AND
  2. The links have caused a manual action, or likely will cause a manual action, on your site.”

Both of the above conditions must be met in order to file a valid link disavow tool.

Origin Of The Phrase Toxic Links

As Google became better at penalizing sites for low quality links and paid links, some in the highly competitive gambling industry started creating low quality links to sabotage their competitors. The practice was called negative SEO.

The phrase toxic link is something that was never heard of until after the Penguin link updates in 2012 which required penalized sites to remove all the paid and low quality links they created and then disavow the rest. An industry grew around disavowing links and it was that industry that invented the phrase Toxic Links for use in their marketing.

Confirmation That Google Is Able To Ignore Links

I have shared this anecdote before and I’ll share it here again. Someone I knew contacted me and said that their site lost rankings from negative SEO links. I took a look and their site had a ton of really nasty looking links. So out of curiosity (and because I knew that the site was this person’s main income), I emailed someone at Google Mountain View headquarters about it. That person checked it and replied that the site didn’t lose rankings because of the links. They lost rankings because of a Panda update related content issue.

That was around 2012 and it showed me how good Google was at ignoring links. Now, if Google was that good at ignoring really bad links back then, they’re probably better at it now, twelve years later now that they have the spam brain AI.

Listen to the question and answer at the 8:22 minute mark:

Featured Image by Shutterstock/New Africa

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