our blog

 RSS Feed

» Listings for 2015

  1. A SEO Linguistic, Google Natural Language Processing & Keyword Analysis of Customers and Content

    Since the age of 15 and being in a band and realising I had a natural talent for lyric writing. Becoming interested in becoming a writer and publishing my first book in 2004. Together with having been working in SEO since before 2002 (before we called it that) and gaining the understanding of keywords and keyword phrases and their importance to both search engines and users, through to training in copywriting all the way through to recently becoming a certified practitioner of neuro-linguistic programming, I have had an interest, borderline obsession with words. An obsession of the importance or words and the power of words.

    So when the theme of internet marketing started to change I was delighted. Content is king they said and to a creative writer this is great news. After all we thrive on creating content, we do it in our sleep (that is not bragging that’s just a fact, dreaming is an excellent way to come up with great content), we do it whilst we are walking down the street and when we should be listening to others.

    However, whilst I agree to some extent that content is king I have long also believed that maybe that if content is king then surely the customer is the queen, and so as not to be sexist and because I live in these British Ilse’s where the queen is our ruler maybe we should rethink our strategy here. If the customer is the queen and then the content is the Duke, but hopefully not coming out with some of the social awkwardness that the Duke of Edinburgh is famous for, then surely we should put the customer first before the content.

    My point in this article though is twofold:

    1. When creating content for our websites, digital media and so forth we should first consider the customer, the intended audience, how well do we know our customers persona’s? We need to write the content to engage with them.
    2. We need to understand the words our users, customers and audience are using to better engage our content with them; I believe digital analytics is key and using keyword analysis, social listening, semantic understanding, sentiment analysis and social neuro-linguistic profiling will better engage our customers and tick the Google Language Processing box.

    So, when creating content; first consider the customers and their persona or social psychological profile, second; understand the words they use, talk their language.

    Over the next three articles I am going to look at;

    1. SEO / Digital Marketing Linguistics – what is it and why is it important? (being posted later today, although I have to take the dogs for a walk, go and get a bottle of wine and cook dinner so anything can happen)
    2. Google Natural Language Processing and HummingBird
    3. Keyword Analysis – what does SEO / Digital Marketing Linguistics and Google Language Processing have to do with it?
  2. Here we are looking at back linking.

    Google likes links to your website because it adds to your credibility. It shows google that your site is seen as an authority or good site by other site owners. In the past and even now people can buy these back links from organisations. In fact it was not particularly bad practice (in the past) to gain back links by buying them in an ethical way or by adding your site to directories and sites of relevance etc.

    Buying links from sites has always been there in the form of advertising links. But now best practice is to ensure any links you pay for in the form of advertising or wanting to promote your site from that site because of its connection to your subject matter is to ensure that the link have a “no follow” tag in order to let Google know it’s not one to follow as a link back to your site.

    The problem with buying links though soon became apparent when too many sites went too far and we in fact spamming the system.

    Google soon added new algorithms to their search engine to ensure that they could detect backlink spikes, link domain relevance and referral sites that were associated with back linking services.

    Google still sees back links from other sites to yours as a sign of credentials of the authority of your website so how do you gain these links in an ethical way that will tick the Google box?

    Here relationships are key.

    The best way to get back links is for someone to review, blog about or write about your site or product from their blog or website. How exactly do you do this?

    Well there are a few ways that can work and it would probably be worth having all of these in your tool box.

    1. Building relationships with the bloggers, networks and reviewers in your industry vertical and reaching out to these to build your network of contacts. Asking them to review your product your blog or whatever it is you are trying to promote.
    2. A good online PR manager, campaigner or service can be a good way of getting links to your site. You have to be careful here that you get someone who is both good at writing online PR that will appeal to readers and journalists but also has the ability to send out these PR’s to the right people that will want to use the press releases on their websites.
    3. Social media marketing and sharing facilities. A good social network manager and campaign can mean that people repost and share content that they like. Some of these people also have sites themselves and this helps with your social and link relevance signals to Google.

    Next blog we will look at social media and its relevance in SEO.