SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[56] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[59] which revealed a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device [60]. Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3]
Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text. Multiple heading sizes used in order create a hierarchical structure for your content, making it easier for users to navigate through your document.
If you havent see it already, check out the links in shor's comment below - there are some great resources in there. In some cases you can also consider surveying your current audience or customers through email, on-site surveys or SurveyMonkey.  Be sure to ask for some profiling information that you can use for determining specific persona needs like age, sex, location, etc. (Probably best not to make it sound like a creepy text chat like I just did though...)  :)
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [39]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.
Having an industry influencer publish a blog post on your site or turning an interview with them into a blog post can help to drive traffic both through organic search but also via that influencer promoting the content to their audience (see the backlinks section above). This can also help to add more variety to your content and show your visitors that you are active in your field.
In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[22] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
Laura,Great post.  This touches something I wish more SEOs practiced: conversion optimization. I think most SEOs think of what they do as a service for, instead of a partnership with clients.  The end result should never be raw traffic, but value obtained through targeted, CONVERTING traffic.You make excellent points about market research, product input, content creation, and other functions many SEOs and SEMs neglect.More and more SEO providers focus only on assembly line basics and worn out techniques instead of challenging themsleves to learn product marketing, usability, and conversion optimization.Your advice on market research is extremely valuable.Great start to a promising series.  I look forward to more!
Thanks for the great post. I am confused about the #1 idea about wikipedia ded links…it seems like you didn’t finish what you were supposed to do with the link once you found it. You indicated to put the dead link in ahrefs and you found a bunch of links for you to contact…but then what? What do you contact them about and how do you get your page as the link? I’m obviously not getting something 🙁
People love reading about results. That’s because it’s one of the best ways to learn. You can read information all day, but results show you the practical application of the information. Create content showing real life results. It’s easy in my industry because results are all that matter. But this can work in other industries as well. Here are some non-marketing examples:
When Larry wrote about the kick in the proverbial teeth that eBay took from Google’s Panda update, we managed to secure a link from Ars Technica in the Editor’s Pick section alongside links to The New York Times and National Geographic. Not too shabby – and neither was the resulting spike in referral traffic. Learn what types of links send lots of referral traffic, and how to get them, in this post.
So I’m not good at English. Well I’m running a new vacation rental and travel website in French. But it seems that in francophone area people are reluctant to implement backlinks. I do need links to rank because I have strong competitors. So I’ve decided to ask for those links to Anglophone website owner. Since my content is in French, I thought I could ask for links to pages with solely touristic spots photos. What do you thinks of that?
The days when internet browsing was done exclusively on desktop PCs are long gone. Today, more people than ever before are using mobile devices to access the web, and if you force your visitors to pinch and scroll their way around your site, you’re basically telling them to go elsewhere. Ensure that your website is accessible and comfortably viewable across a range of devices, including smaller smartphones.
Guest blogging is a great way to generate free traffic – all you have to invest is the time to write an article. Get in touch with the most popular blogs in your industry and ask if they’ll let you write a guest post. Most website owners will have no objections to having other people write free content for them. (ask Michael how I know…wink, wink) If you’re having trouble finding blogs to guest post on check out www.myblogguest.com – they have a full community of bloggers that are ready and waiting for your content.

Good of you to compare SEO strategies to a battlefield. Tactics and strategy are two very confusing words when put together in the same boat. You are right. Every company feeds on different strategies to hope for the one and only outcome: SUCCESS. Every company should make realistic and achievable goals but what about their vision? Companies stand out from others when they do things in a different and efficient manner. But, I love your ideas and can’t wait to put my thinking hat on and start the considerations.
Practicing SEO now for over a decade, I don’t often come across many blog posts on the subject that introduce me to anything new — especially when it comes to link building. However, I must admit, after reading your article here I had to bookmark it to refer back to it in the future, as I’m sure it will come in handy when doing SEO for my websites later on down the road.
Awesome tips Brian. Always enjoy your posts. My question is, how can I boost traffic significantly if my keyword has pretty low search volume (around 100 monthly searches based on keyword planner)? I’ve been trying to expand my keyword list to include broader terms like “customer experience” but as you know that is super competitive. Do you have any suggestions for me? Thanks in advance.
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
Hi there, am interested to try your trick in Wikipedia, but am also not sure of how should I do tht, coz i read some posts saying tht “Please note that Wikipedia hates spams, so don’t spam them; if you do, they can block your IP and/or website URL, check their blocking policy and if they blacklist you, you can be sure that Google may know about it.”

I feel I have great content…but most of it is within my email marketing campaign instead of my blogs. I’ve used my blogs to include links to my email marketing campaigns to lead to my product. In your opinion, should my blog content be the priority? I find my marketing emails sound more like a blog than just a “tip” or a reason to grab people to my list.


You have also mentioned Quuu for article sharing and driving traffic. I have been using Quuu for quite sometime now and I don’t think they’re worth it. While the content does get shared a lot, there are hardly any clicks to the site. Even the clicks that are there, average time is like 0.02 seconds compared to more than 2 minutes for other sources of traffic on my website. I have heard a few guys having a similar experience with Quuu and so, I thought should let you know.
Hi Brian, Awsome content as ever! I’m very interested in your idea of creating an ‘uber’ resource list or expert roundup post i.e. linking out to lots of to other authorities in my niche within one post. But should you always create ‘no-follow’ links to these authority sites to prevent juice from passing to them? And similarly if you sprinkle a few outbound authority links in other posts should they all be ‘no-follow’ or do you think big G ignores ‘no follow’ these days?
Tablet - We consider tablets as devices in their own class, so when we speak of mobile devices, we generally do not include tablets in the definition. Tablets tend to have larger screens, which means that, unless you offer tablet-optimized content, you can assume that users expect to see your site as it would look on a desktop browser rather than on a smartphone browser.

Traditionally, defining a target audience involves determining their age, sex, geographic locations, and especially their needs (aka pain points). Check out usability.gov’s description of personas and how to do task analysis & scenarios for more details, or better yet, read Vanessa Fox’s upcoming book about personas related to search and conversion.


Give customers the ways with which they can access the translated version of your website easily. And if they are not able to execute that, then they will bounce without engaging. You can integrate the ‘hreflang” attribute to the website’s code and assure that the adequately translated version of the website appears in the search engines. Yandex and Google highly recognize it.
Hack #1: Hook readers in from the beginning. People have low attention spans. If you don’t have a compelling “hook” at the beginning of your blogs, people will click off in seconds. You can hook them in by teasing the benefits of the article (see the intro to this article for example!), telling a story, or stating a common problem that your audience faces.
Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.
That second link will still help you because it will pass extra PR to that page. But in terms of anchor text, most of the experiments I’ve seen show that the second link’s anchor text probably doesn’t help. That being said, Google is more sophisticated than when a lot of these came out so they may count both anchors. But to stay on the safe side I recommend adding keywords to navigation links if possible. 
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