When discussing best practices, it can be difficult to know what is good advice and what is pure myth. And the absolute last thing you want to do is follow a course of action that could be detrimental to your SEO strategy in Toronto.
Google’s been ramping up the algorithm updates for some time now – has your website been affected by one of their cutely-named updates?
If you’ve ever cried foul over one of Google’s pets, you may want to think about the KPIs dictating the direction of your local SEO in Toronto (or national or even international campaigns). One good example of an overrated KPI is Page Rank.
This is especially true if you’re running local campaigns (SEO Toronto, for instance): page rank is too general a metric for your needs. Let’s do a little backstory here for a second.
Page Rank is Google’s specific parameter that measures link equity – how many backlinks you have coming from where. Google measures the quantity and quality of your backlinks and moshes them together in the form of a scale of 1 to 10 called Page Rank. The fact that this score is only based on 10 units should be enough of a clue: it’s too general to use for KPI.
If you are responsible for the SEO of your Toronto business website, it’s essential that you stay current with the latest changes in internet marketing; however, this can be difficult when you become overwhelmed with information, not all of it reliable.
To help stay on track with your SEO in Toronto we have compiled a list of the most commonly believed SEO myths. Becoming familiar with them will help avoid traps that could otherwise negatively affect the SEO of your Toronto company.
1. Google Search Results
Myth: Google search results almost never change meaning you rarely need to tweak or update your blog
Google rankings change far more often than you may think. In fact, 78 percent of pages change position every day, reports Social Media Today. So, hand-in-hand with keeping your website current, is checking to make sure your pages are always optimized.
Using keywords is the first step in the SEO strategy for your Toronto business. If you use keywords correctly, they will drive highly qualified traffic to your site, making a huge impact on your online success. However, before you can start reaping the benefits of SEO in any Toronto business, you need to have a sound understanding of what keywords are and how to use them effectively.
What Are Keywords?
If you are looking to target specific demographics rather than your audience as a whole, consider turning to long tail keywords. By most standards, these are phrases of three words or more, although some authorities define them as phrases of at least two words, according to HubSpot - A software marketing platform. These long tail keywords are more precise, they often less competitive than single keywords and can help businesses find customers at an exact time in the purchase cycle.
Toronto-based cloud computing company ThinDesk had a superior product but they weren’t reaching enough people with their message and their Web site wasn’t turning visitors into customers. Fruition Interactive revamped their online content marketing strategy and Web site design to turn their site into a lead generation machine and then drove traffic to it with SEO services and Google AdWords PPC advertising.
So we’ve covered on-page optimization for better SEO – what about off-page optimization?
Let’s keep our example: we’re trying to do local SEO for Toronto; what areas of off-page optimization should we tackle first? Let’s keep it simple and break it down into four particular foundations:
- business listings,
- and social media.
All Things Google
Google’s online services extend far beyond the search engine. Even if it only focused on the search engine, you’d still want to be on Google’s good side. To maximize the contributions of Google itself to your local SEO efforts (and thereby rank higher in Google local results), you need to leverage all things Google.
Meet Bob. Bob lives in Toronto, has a girlfriend whose birthday is coming up soon, but the catch is he’s too busy to go out and find her the perfect gift. This is where local inbound marketing saves Bob’s day.While on a break from work he can easily research what he needs to buy. For such a personal gift, however, he’ll need to really handpick the item. Luckily, using just his smartphone, he can search for local stores and shops throughout Toronto so he can drop by one on his way home. Any businesses or establishments that can offer Bob the best gift for his girlfriend BUT don’t implement good local inbound marketing for Toronto will miss out – they’ll never even reach their ideal target market.Local inbound marketing is huge for small to mid-sized businesses, as Bob’s story shows. It’s common sense to focus on your local market, but in the global, digital environment sometimes business owners fail to do so.You see, local inbound marketing leverages proximity, scale, and user experience to business owners’ advantage. [Read more…]
As one of the biggest (if not THE biggest) content repositories of your website, your business blog should be rife with posts that help you lead your readers to wherever you want them to be. Let’s say you’re calling readers to action to check out the many events in SEO and content marketing Toronto has to offer.
Using calls to action, one of the most effective tools in your marketing repertoire, you can do just that. But there’s a catch.
Awkward CTAs don’t work – they can even backfire.
You need to naturally and seamlessly weave the CTA into your blog post. Many business owners and webmasters, however, aren’t exactly artfully skilled writers or marketers. Luckily, there are ways to circumvent the dreaded awkward CTA and make everything sound (or in this case, read) natural.
First, let’s break your blog posts into two types.
If you want to cover your bases and make sure that you are seriously promoting your online content, then pull all out of your SEO (search engine optimization) stops. From meta tags to alt tags; from H1 tags to H3 tags or just tags in general there are about a dozen key items to focus on to drive your copy from page 3 to page 1.
One key but often overlooked SEO tactics is to optimize your content URLs for your readership and the search engines. There are some content creators (including some in Toronto) that miss this important SEO opportunity so, here are a few tips and why they are important.
- Include a keyword related to your content.
- Keep URLs short and relevant by removing unnecessary words
- Structure to get the click
You might think that it’s impossible to successfully prepare for the next Google algorithm update that could impact SEO (search engine optimization) the way Panda and Penguin did. But, in reality, there are some actions you can take to ensure you minimize potential damage for any update.
Let’s start with what everyone should know: