Digital marketing is not one size fits all. Your strategy depends on your business, market and goals. An integrated approach is the perfect mix to accomplish your goals and capture leads online.

Do SEO And PPC Make Good Partners?

Usually.

You can balance SEO and PPC to make them work synergistically, negating their respective downsides. For example, you can apply the keyword and conversion data from your PPC campaign to your SEO strategy, or you can use both strategies to target your audience at every point of the customer journey.

An integrated strategy can optimize both PPC and SEO to increase visibility, drive traffic and provide an overall better experience. It could be the exact digital marketing game plan your business needs.

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1. Conduct Keyword Research to Find Search Terms People Are Likely to Use

Well, the first step in Google News optimization is conducting keyword research to find 85% of the news search terms that people are likely to use. How do you do that?

2. Write a Clear, Concise Headline

Despite getting revamped, Google News continues to rely heavily on page titles to determine ranking.

3. Use Subheads & Text Formatting for Emphasis

What about subheads? Well, they’re a good place to incorporate additional keywords that aren’t in your headline.

They also provide early supplemental guidance to readers as they decide whether to continue reading longer news content.

4. Question the Conventional Wisdom That Says: Keep It Short

Now, I’m often asked, “How long should optimized news content be?”

But, there is no simple formula for calculating how long your article or release should be in order to be optimized for Google News.

But, it’s time to question the conventional wisdom that says: Keep it short.

5. Include Photos & Videos

Although rich textual content is important, so are photos and videos.

Google News displays images associated with articles included in its index, although it sometimes pairs relevant images with articles from different sources.

6. Add Meaningful Links

It’s okay to use links in your story or release to direct your audiences to relevant additional content.

This includes:

• Sidebars and photo galleries for readers.
• Campaign-specific landing pages and product purchase pages for customers.

I should remind you that Google is constantly changing. This year Google updated algorithms 3,200 times.

So, I should probably add a “Best if used by (or before)” date to some of the tips in this article.

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Everyday, Google usually releases one or more changes designed to improve their search results. Most aren’t noticeable but as a whole they help Google incrementally continue to improve.

Key is to focus on content

As explained, pages that drop after a core update don’t have anything wrong to fix. This being said, we understand those who do less well after a core update change may still feel they need to do something. We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.

Recovering and more advice

A common question we hear after a core update is how long does it take for a site to recover, if it improves content?

Broad core updates tend to happen every few months. Content that was impacted by one might not recover – assuming improvements have been made – until the next broad core update is released.

However, Google is constantly making updates to their search algorithms, including smaller core updates. They don’t announce all of these because they’re generally not widely noticeable. Still, when released, they can cause content to recover if improvements warrant.

Do keep in mind that improvements made by site owners aren’t a guarantee of recovery, nor do pages have any static or guaranteed position in Google search results. If there’s more deserving content, Google will continue to rank well with their systems.

It’s also important to understand that search engines like Google do not understand content the way human beings do. Instead, they look for signals they can gather about content and understand how those correlate with how human beings assess relevance. How pages link to each other is one well-known signal that Google uses. But they also use many more, which they don’t disclose to help protect the integrity of Google search results.

Of course, no improvement made to Google Search is perfect. This is why Google is constantly improving & updating. Google takes in more feedback, does more testing and keeps working to improving their ranking systems. This work means that content might recover in the future, even if a content owner makes no changes. In such situations, Googles continued improvements might assess such content more favorably.

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More and more often we are often asked why a new website will help improve SEO. There are plenty of reasons — and none of them are a bad idea.

Having a website that is optimized properly is critical in your websites online success. Of course, businesses can find customers using other means, but users will still expect the business to have a website — to obtain more information about products, services, and the brand as a whole.

WHY A WEBSITE REDESIGN ENHANCES SEO

1. Capitalize On the Latest SEO Trends

2. Improve user experience

3. Search Engines & Visitors Want New Information

4. You can target new keywords or improve on your existing ones.

Read More: Website Redesign & SEO

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Despite all the technical tasks that you need to perform for online marketing, humans are the be-all end-all of your site.

You should optimize your website for them, first and foremost.

If you …

• avoid “happy talk,”
• use popups deliberately,
• prioritize usability over cleverness or cuteness,
• give your users a path to recover from site errors and mistyped words, and
• present information in a modular, easy-to-scan way

… you will be more likely to turn your visitors into engaged users, prospects, and paying customers.

Read more:  5 Ways to Optimize your Website for People & Google

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