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How Should You Optimize Your Content?

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How Should You Optimize Your Content?

People turn to Google for just about everything these days.

Whether it’s to buy something, learn about something in-depth, get a quick answer, or simply pass the time, Google is the primary stream of information for the vast majority of people living with an internet connection.

To be precise, Google makes up 92.19% of the search engine market share.

The constant quest of SEO professionals is to get their content matched up with the search queries it answers.

But how has this task changed over time?

While there can be books written on this subject, the general consensus is that search queries are becoming longer, more specific, and conversational.

In many cases, a portion of this shift can likely be attributed to the rise of voice search.

A lot of what we are seeing is a growing importance on optimizing for questions and semantically related keywords.

So what exactly does this all mean?

And what are the best strategies when you’re down in the trenches of SEO?

Let’s discuss.

Questions & Semantic Search

Since the Google Hummingbird Update in 2013, Google has been on a steady path toward providing more personalized and useful search results.

You know when you enter a super vague query into Google and it somehow understands exactly what you’re getting at? Like when you are speaking to a close friend or family member?

This is semantic search.

A big aspect of Google’s semantic search capability is to pinpoint concepts and entities presented in question-based queries.

When someone enters a question into Google – whether it be by text or voice – the semantic search capabilities work to understand the user’s intent with four key factors:

  • The user context.
  • Natural language processing (NLP).
  • Query stream context.
  • Entity identification.

What Types of Questions Does Google Answer?

Thanks to semantic search, Google has taken many steps toward a near-flawless ability to answer a plethora of questions. This is largely due to the developments in artificial intelligence, voice search, schema, NLP, etc.

Google generally answers three types of questions – as opposed to just providing links to the sites with the answers.

  • Direct answers
  • Short answers
  • Long answers

These answers are commonly placed in the Featured Snippet – also known as the “Google Answer Box” or “Position Zero.”

Let’s breakdown the specifics of each.

Direct Answer

Direct answer questions typically start with Who, What, Where, When, Best, Top, and sometimes Why.

These types of questions normally result in quick answers and are oftentimes linked to voice queries.

For example, if you enter a query like [When was Apple founded?], Google will use Hummingbird and semantic search to recognize the user intent to provide a direct answer. This answer would be April 1, 1976.

When was Apple Founded

Based on what Google’s algorithms decide is the most reliable source of information, the search engine will pull the answer from the content and display it in the Featured Snippet.

Short Answer

Short answer questions generally start with words like Why and Can. But, given the context, they can also apply to What, Where, Who, etc.

These types of questions can generally be answered in a paragraph, of which is shown on the Featured Snippet.

Let’s ask Google [Why does the sun follow a circular path?]

Why does the sun follow a circular path?

Again, Google’s algorithms will decide which content has the most credible answer here (based on numerous factors), and provide the answer in the Featured Snippet accordingly.

Let’s do another one.

Here’s a query for “Can fish feel pain?”

Can fish feel pain?

As you can see, Google has provided a 4-5-line answer – drawing from the content it sees as the most credible.

Long Answer

The long answer queries typically get more into the weeds of procedures and processes.

Most commonly, these long answers are matched up with How and Why queries.

Google only has so much space to work with in the Featured Snippet; it can’t list out an entire procedure from A to Z. Instead, it has to abbreviate with an outline.

For example, let’s search for [How to build a treehouse].

How to build a treehouse?

The intent of this question is to get a better understanding of what all factors into the process of building a treehouse. The intent is more or less surface level.

As a result, Google’s algorithms serve up the step-by-step process involved in this project. To get more in-depth, the user needs to click on the link.

Other common examples of long answer snippets relate to how-to guides, recipes, workout routines, etc.

Which Types of Answers Do You Provide?

Everyone wants to get their content proudly placed in the Featured Snippet (or somewhere prominent on Page 1).

Given how much real estate this answer box takes up on Google searches, the potential benefits of taking the spotlight here are huge!

In order to get placed in the Google Answer Box, you first need to have a strong idea of which type of answer your particular piece of content provides, and which keywords attribute to it.

For instance, this online tire store recently published an article around the keyword “best tire brands” – optimized for the question, “what are the best tire brands?”

Best tire brands

If we look at the Featured Snippet for this query, we see a list of tire brands outlined in the content under H2 tags.

In addition to drawing traffic, the content provides avenues for the user to actually purchase the products.

With each piece of content you create, you should be asking, “what types of questions does this content answer?”

This should be an integral part of how you formulate the outline, as well as how it will funnel into the bigger picture (like generating conversions).

How to Pinpoint Trending Questions & Keywords

In the process of figuring out which type of answer(s) is ideal for your content, you need to identify the trending questions being asked and the search volumes behind them.

One tool you could use is the Ahrefs Questions feature in the keyword explorer.

By entering in your focus keyword, you can get a big list of related questions to be factored into how you create the content.

In this hypothetical scenario, let’s say you are creating a piece of content for a CRM software.

Let’s look at the questions related to the keyword “CRM Software.”

CRM Software

Given what we found here, there are all kinds of questions to frame a piece of content around.

Now, a long, comprehensive piece of content could potentially work to answer all three major question types. However, for our purposes, we are going to focus on one.

Let’s say we want to create a piece of content that answers the short answer question [What does CRM software do].

What does CRM software do?

Now that we have the question, let’s look into the keywords that funnel into this answer.

What does CRM software do?

Think about it from a user’s standpoint who is at the beginning of the buyer’s journey.

If someone wants to simply learn more about CRM software and what it does, what informational keywords and phrases would factor into the search?

Based on the keyword research above, this would likely involve terms and phrases like:

  • What is CRM
  • Customer relationship management
  • CRM meaning
  • CRM definition
  • CRM examples
  • Customer relationship
  • Relationship management

These are just a handful of the informational keywords and phrases that would ideally work to answer the overarching question.

Now, if there is transactional intent within this content, you are wise to include the following terms/phrases:

  • Best CRM
  • Best CRM tools
  • Best CRM for small business
  • CRM solutions
  • CRM pricing

When it comes to optimizing for questions and keywords, you need to have an idea of the users’ knowledge prior to looking at the content, what answers they want, and what they should do after consuming the content.

Ultimately, this forms the basis for how you conduct SEO research.

Ranking for Direct Answer Questions

Getting ranked for direct answer questions can be tough.

As with most SEO tactics, there are no laws, just theories.

Based on what we’ve found, getting ranked highly for direct answer questions involves the following common threads:

Get to the Point

Answer the question as early as possible within the content. If you can, try to do this in the first paragraph.

List the Question Right out of the Gate

This helps Google tag your content appropriately.

Elaborate

After you answer the question bluntly, elaborate on it in the subsequent paragraphs. This helps to show Google that you are answering the question comprehensively.

Go the Extra Mile

This would commonly involve answering typical follow-up questions.

For instance, if you answered the question, “What is a lunar eclipse?” you could also include answers to questions like, “How often do lunar eclipses happen?” or “What is the difference between a lunar eclipse and a solar eclipse?”

You want to show Google that you know the answer in as much detail as possible so you are seen as an expert source of information.

Ranking for Short Answer Questions

Getting ranked for short answer questions has a lot of similarities to the process of getting ranked for direct answer questions.

Much of what we’ve observed comes down to the formatting of the content.

Here are a couple of the biggest patterns we’ve noticed:

Make the Language Super Easy to Read

Don’t produce a wall of text; break it up into paragraphs no more than 3-4 lines long. Also, try not to use an extensive amount of business jargon.

Keep in mind, a lot of short answer questions are from people at the beginning of the customer journey – they are simply looking for more information, not to be overwhelmed.

Integrate Questions into Your Header Tags

This should ideally look like a Q&A format.

For instance, the question, “What does a CRM software do?” could be an H2 tag near the beginning of the post which the subsequent content would then answer.

Ranking for Long Answer Questions

Ranking for long answer questions normally requires quite a few factors based on the depth of the content.

On a side note: If a topic could be better answered with a more visual piece of content, Google will probably serve a video. For example, if you search Google for [How to wash pillows] you are going to be met with a video.

How to wash pillows?

So, if you answer these types of long answer questions, you are smart to focus on a video strategy.

Back to getting ranked highly on long answer queries, we have found several patterns in how content ranks.

Keep the Main Title Focused on the Question

You want your content to appear to be the most relevant to Google.

If you are working to answer the question of “how to create a content plan,” your content should (in some capacity) reflect this in the title.

How to create a content plan?

Provide a Step-By-Step Format

Headings in content created for these types of queries often times have certain steps outlined.

Here’s what comes up for the question, [how to do SEO audit].

How to do SEO audit?

If you look at the content written by Ahrefs, you’ll notice the header tags in the piece correspond directly with the steps listed in the Featured Snippet.

Use Images

Images make your content more user-friendly and engaging – two things that Google loves!

We’ve found that the best-performing content uses imagery to supplement the points being made and provide a more complete answer.

Link out to Reputable Sites

Google wants to reward sites that provide the most credible information, based on the search query.

What makes credible information?

Credible sources.

For example, if you are writing a post on “how to buy a used car,” linking out to reputable auto websites like Consumer Reports, Edmonds, Cars.com, etc. would (ideally) add credibility to your piece.

Wrapping Up

It’s important to note that every situation is a little bit different and the process of optimizing content is not always apples-to-apples.

However, it’s clear that the SEO landscape has been shifting towards long-tail keywords and questions for some time now.

If you want to get your content ranked well (and stand a chance at getting placed in the featured snippet), you need to factor these into your content strategy.

Hopefully, this post has given you a good idea of where to start.

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Image Credits

Featured Image: Created by author, August 2019
In-Post Image: SEMrush



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7 Steps to Grow Your Traffic & Sales

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7 Steps to Grow Your Traffic & Sales

Content marketing has become one of the best (and most cost-effective) ways to get traffic to a website. When done right, the traffic keeps coming long after you stop actively promoting it.

If you own an e-commerce website and want to learn how to utilize blogging to grow your brand and increase your sales, this is the guide for you.

I’ve personally grown blogs to over 250,000 monthly visitors, and I’ve worked with dozens of clients in the e-commerce space to help them do the same. Here’s an overview of my seven-step process to starting and growing an e-commerce blog. 

But first…

Why start a blog on your e-commerce site?

Creating a blog has a whole host of benefits for e-commerce websites:

  • It can help you move visitors along your marketing funnel so they eventually buy.
  • You’re able to rank highly for keywords on Google that your product pages could never rank for but that are still important for building brand awareness and finding customers.
  • It can help you grow your email list.
  • You’re able to continue to get traffic without constantly spending money on ads.
  • It provides many opportunities to link to your product and category pages to help them rank better on the SERPs.

If you don’t know what some of these things mean, don’t worry—I’ll explain them along the way. But for now, let’s take a look at some e-commerce blogs that are working well right now so you can see the end goal.

Examples of successful e-commerce blogs

Three of my favorite examples of e-commerce websites using blogging are:

  1. Solo Stove
  2. Flatspot
  3. v-dog

Solo Stove comes in at the top of my list due to its excellent use of videos, photos, and helpful information on the blog. It also does search engine optimization (SEO) really well, bringing in an estimated 329,000 monthly visits from Google (data from Ahrefs’ Site Explorer).

Overview of Solo Stove, via Ahrefs' Site Explorer

In fact, it’s grown its brand to such a level of popularity that it even created search demand for keywords that include its brand name in them, then created blog posts to rank for those keywords:

Ahrefs' keyword report for Solo Stove

But that’s not all it did. Its blog posts also rank for other keywords in its marketing funnel, such as how to have a mosquito-free backyard or how to change your fire pit’s colors.

E-commerce blogging keyword examples

Then on its blog posts, it uses pictures of its fire pit:

Solo Stove blog post example

Ranking for these keywords does two things:

  1. It introduces Solo Stove’s brand to people who may eventually purchase a fire pit from it.
  2. It gives the brand the opportunity to promote its products to an audience who may not have even known it existed, such as the “mosquito free backyard” keyword.

Moving on, skater brand Flatspot also does blogging well, with a cool ~80,000 monthly visitors to its blog just from search engines.

Overview of Flatspot, via Ahrefs' Site Explorer

One of its tactics is to piggie-back on the popularity of new shoe releases from major brands like Nike, then use that traffic to get readers to buy the shoes directly from it:

Flatspot promoting Nike SB shoes in blog post

Finally, let’s look at v-dog—a plant-powered kibble manufacturer that gets ~8,000 visits per month.

Overview of v-dog, via Ahrefs' Site Explorer

My favorite post it’s done is its guide to making wet dog food at home, which ranks for the featured snippet for “how to make wet dog food”:

Google search results for "how to make wet dog food"

This guide directly promotes v-dog’s product to make wet dog food. So people who search the query will be introduced to its brand and potentially buy its product to make their own wet dog food at home.

And there you have it—three examples of blogging for e-commerce that’s working right now. With that, let’s talk about how you can start your own blog.

Seven steps to start and grow an e-commerce blog

In my 10+ years as a professional SEO and freelance writer, I’ve worked with over a dozen e-commerce stores to help them grow their website traffic. I’ve also run several of my own e-commerce websites.

In that time, I’ve distilled what works into an easy-to-follow seven-step process:

1. Do some keyword research

I never start a blog without first doing keyword research. Not only does this make coming up with blog topic ideas much easier, but it also ensures that every blog post you write has a chance to show up in Google search results and bring you free, recurring traffic.

While we wrote a complete guide to keyword research, here’s a quick and dirty strategy for finding keywords fast:

First, find a competitor who has a blog. Let’s say you’re selling dog food just like v-dog—if I search for “dog food” on Google, I can see some of my competition:

Google search results for "dog food"

At this point, I look for relevant competitors. For example, Chewy and American Kennel Club are good competitors for research. But I’ll skip sites like Amazon and Walmart, as they are just too broad to get relevant data from.

Next, plug the competitor’s URL into Ahrefs’ Site Explorer and click on the Organic keywords report to see the keywords its website ranks for on Google:

Organic keywords report for chewy.com

In this example, it has over 700,000 keywords. That’s way too many to sort through. Let’s add some filters to make things easier:

  • First, set the KD (Keyword Difficulty) score to a maximum of 30 to find easier-to-rank-for keywords.
  • Then we can exclude brand name keywords using the “Keywords” dropdown, set it to “Doesn’t contain,” and type in the brand name.
  • If the website has /blog/ in its blog post URLs, you can also set a filter in the “URL” dropdown to “Contains” and type “blog” in the text field. In Chewy’s case, it doesn’t do that, but it does use a subdomain for its blog, which we can search specifically.

When you’re done, it should look like this:

Ahrefs keyword filters

In the case of chewy.com, this only shaved it down to 619,000 keywords. That’s still a lot—let’s filter it down further. We can apply the following:

  • Minimum monthly search volume of 100
  • Only keywords in positions #1–10
  • Only show keywords containing “dog,” since my example website only sells dog food, not all animal food

Here’s what it looks like with these new filters applied:

Filtering down Ahrefs' Organic keywords report

Now I can find some more related keywords like “what to feed a dog with diarrhea” or “can dogs eat cheese.”

Data for keyword "what to feed a dog with diarrhea"

In addition to picking interesting keywords, you can also get an idea of how to become a topical authority on the topic of dog food by searching “dog food” in Ahrefs’ Keywords Explorer.

Overview for "dog food," via Ahrefs' Keywords Explorer

This keyword is extremely difficult to rank on page #1 for. However, if we go to the Related terms report and set the KD to a max of 30, we can see keyword ideas that are still relevant but may be easier to rank high in the search results.

List of keywords related to dog food

Go through and click the gray + sign next to any keywords you may want to target to add them to your list of potential article ideas. 

2. Create templates for future blog posts

One of the first things I do when I create a new blog is to establish a repeatable template that I use for every post. Typically, it looks something like this:

Blog post template example

It has breadcrumb navigation to help with SEO and navigation, the article title and the date it was last updated, then a short intro with an image on the right to make the lines shorter (and easier to skim). Finally, I include a clickable table of contents to help with navigation, then get into the article.

Within the article itself, I will use headers (H2s) and subheaders (H3s) to make my content easier to skim and to help Google understand what each section is about.

You can make templates for every kind of post you plan on creating—such as list posts, ultimate guides, tutorials, etc.—and reuse them for every post you ever create. It’s a huge time-saver.

While you’re at it, you should also create a standard operating procedure (SOP) that you go through for every article. This could include writing guidelines, what to do with images, formatting, tone, etc.

3. Outline your article

I never dive into writing an article without outlining it first. An outline ensures the article is well structured and planned before you start writing, and it bakes SEO right into your writing process. It’s another big time-saver.

Typically, you want this outline to include:

  • Potential title or titles of the article
  • Target keyword
  • Brief description of the article angle
  • Links to competing articles on Google for research
  • Headers and subheaders, with brief descriptions of the section as needed

Here’s a look at part of an example outline I’ll either send to my writers or write myself:

Content outline example

I wrote a guide to outlining content, which you can follow here for the full step-by-step process.

4. Write, optimize, and publish your post

Next up, it’s time to write your article. As you write more articles, you’ll find what works for you—but you may find it easier to fill in the sections then go back and write the intro once the article is finished.

Here are a few writing tips to help you become a better writer:

  • Ditch the fluff – If a word isn’t needed to bring a point across, cut it.
  • Keep your paragraphs short – Two to three lines per paragraph is plenty, especially for mobile readers where the screen width is shorter.
  • Use active voice over passive voiceHere is a guide for that.
  • Make your content easy to skim – Include photos and videos and make use of headers and bulleted lists to share key points.

Once you’ve written your article, do some basic on-page SEO to help it rank higher in search results:

  • Ensure your article has one H1 tag – The title of the article.
  • Have an SEO-friendly URL – Include the keyword you’re targeting, but keep it short and easy to read.
  • Link to other pages on your site using proper anchor textHere’s a guide for that.
  • Ensure your images have alt text – This is the text Google uses to read what the image is about, as well as what is shown to readers if the image can’t render.

Finally, publish your post and give yourself a pat on the back.

5. Add product promotions, email opt-ins, and internal links

Before you promote your content, there are a few things you can do to squeeze more ROI from it—namely, you should add a way for people to either push them through the funnel toward purchasing a product or subscribe to your email list. I’ll give an example of each.

First, Solo Stove wrote an article titled “Ambiance Is A Girl’s Best Friend,” where it promotes its tiny Solo Stove Mesa as a way of improving a space’s ambiance: 

How to promote your products in a blog post

Beyond directly promoting your products in the articles, you can also add email opt-ins that give people a percentage off their orders. You may lose a little money on the initial order. But once you get someone’s email address, you can promote to them again and get multiple orders from them.

For example, Primary sells kids’ clothing and uses this email pop-up to promote money off its products after you spend a certain amount of time on its website:

Email opt-in pop-up offering a discount on first order

Just make sure your discount code only works once per unique IP address. You can learn more about how to do that here if you use Shopify.

Finally, when you publish an article, you should make it a point to add internal links to your new article from older articles. 

This won’t be as important for your first few because you won’t have a ton of articles. But as your blog grows, it’s an important part of the process to ensure your readers (and Google) can still find your articles and that they aren’t buried deep on your site.

Refer to our guide to internal linking to learn more about this step.

6. Promote your content

At this point, your content is live and optimized for both conversions and search engines. Now it’s time to get some eyeballs on it.

We have an entire guide to content promotion you should read, but here are some highlights:

  • Share the article on all of your social media channels
  • Send the article to your email list if you have one
  • Share your content in relevant communities (such as relevant Reddit forums)
  • Consider running paid ads to your article

There’s a lot more you can do to promote a piece, including reaching out to other blog owners. But I won’t cover all of that here.

The other important piece of promoting your content is getting other website owners to link to your new articles. This is called link building, and it’s a crucial part of SEO.

There are many ways to build links. Some of the most popular include:

Link building is an entire subject on its own. If you’re serious about blogging and getting search traffic, it’s a crucial skill to learn.

7. Scale your efforts

The final step in blogging for e-commerce is scaling up your efforts by creating repeatable processes for each step and hiring people to do the tasks you yourself don’t need to be doing.

You can hire freelance writers, outreach specialists, editors, and more. You can put together a full SEO team for your business.

If you’re not in a place to start hiring, there are still things you can do to squeeze more output from your time, such as creating the SOPs I mentioned earlier.

Final thoughts

Blogging is one of the best ways to increase your e-commerce store’s traffic and sales. It costs less than traditional paid advertising and can continue to provide a return long after a post has been published.

This guide will hopefully help you start your e-commerce blog and publish your first post. But remember that success with blogging doesn’t happen overnight. In fact, it takes three to six months on average to see any results from your SEO efforts. Keep learning and be patient.

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The 5-Step Formula To Forecasting Your SEO Campaign Results

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The 5-Step Formula To Forecasting Your SEO Campaign Results

Looking to launch a successful digital marketing campaign for your business?

How do you select the best SEO keywords to expand your brand’s reach?

What can you do to determine the most effective ways to allocate your marketing budget?

Facing these tough decisions can put you on your heels if you’re not equipped with the right information.

Luckily, there’s a new way to leverage your company’s data to estimate your ROI and take the guesswork out of your next campaign.

With a simple mathematical formula, you can predict the amount of traffic and revenue you’ll generate before even setting your strategy in motion – and you can do it all in just five steps.

Want to learn how?

Join our next webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress, to find out how to analyze specific keywords and forecast your SEO results.

Not too fond of math? Don’t worry – we’ll provide access to free tools and a downloadable calculator to help automate this process and save you time.

Key Takeaways From This Webinar: 

  • Learn how forecasting your SEO can help you build better campaigns and choose the right keywords.
  • Get step-by-step instructions to predict revenue and website traffic for your next SEO campaign.
  • Access a free handout, resources, and online tools that will save you time and supercharge your content strategy.

In this session, we’ll share real-life examples and provide guidance for the decision-makers within your organization to start getting the most out of your marketing efforts.

By better understanding the market potential of your product or service, you’ll be able to make more informed decisions and effectively maximize your ROI.

Sign up for this webinar and discover how you can secure a sufficient marketing budget and use SEO keywords to forecast the results of your future content campaigns.



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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

Google Search Advocate John Mueller and Analyst Gary Illyes share SEO tips for news publishers during a recent office-hours Q&A recording.

Taking turns answering questions, Mueller addresses the correct use of the lastmod tag, while Illyes discusses the benefits of separate sitemaps.

When To Use The Lastmod Tag?

In an XML sitemap file, lastmod is a tag that stores information about the last time a webpage was modified.

Its intended use is to help search engines track and index significant changes to webpages.

Google provides guidelines for using the lastmod tag, which could be used to alter search snippets.

The presence of the lastmod tag may prompt Googlebot to change the publication date in search results, making the content appear more recent and more attractive to click on.

As a result, there may be an inclination to use the lastmod tag even for minor changes to an article so that it appears as if it was recently published.

A news publisher asks whether they should use the lastmod tag to indicate the date of the latest article update or the date of the most recent comment.

Mueller says the date in the lastmod field should reflect the date when the page’s content has changed significantly enough to require re-crawling.

However, using the last comment date is acceptable if comments are a critical part of the page.

He also reminds the publisher to use structured data and ensure the page date is consistent with the lastmod tag.

“Since the site map file is all about finding the right moment to crawl a page based on its changes, the lastmod date should reflect the date when the content has significantly changed enough to merit being re-crawled.

If comments are a critical part of your page, then using that date is fine. Ultimately, this is a decision that you can make. For the date of the article itself, I’d recommend looking at our guidelines on using dates on a page.

In particular, make sure that you use the dates on a page consistently and that you structured data, including the time zone, within the markup.”

Separate Sitemap For News?

A publisher inquires about Google’s stance on having both a news sitemap and a general sitemap on the same website.

They also ask if it’s acceptable for both sitemaps to include duplicate URLs.

Illyes explained that it’s possible to have just one sitemap with the news extension added to the URLs that need it, but it’s simpler to have separate sitemaps for news and general content. URLs older than 30 days should be removed from the news sitemap.

Regarding sitemaps sharing the duplicate URLs, it’s not recommended, but it won’t cause any problems.

Illyes states:

“You can have just one site map, a traditional web sitemap as defined by sitemaps.org, and then add the news extension to the URLs that need it. Just keep in mind that, you’ll need to remove the news extension from URLs that are older than 30 days. For this reason it’s usually simpler to have separate site map for news and for web.

Just remove the URLs altogether from the news site map when they become too old for news. Including the URLs in both site maps, while not very nice, but it will not cause any issues for you.”

These tips from Mueller and Illyes can help news publishers optimize their websites for search engines and improve the visibility and engagement of their articles.


Source: Google Search Central

Featured Image: Rawpixel.com/Shutterstock



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