It’ll be 10 years ago this January that I first walked through the doors at Bruce Clay, Inc. and entered digital marketing.
I was fresh out of journalism school, which I’d studied because I wanted to write truth to the world. By making information publicly available, I thought I could contribute to the greater good. I saw myself educating readers by sharing the stories of the world. Pretty altruistic, right?
I never thought I would work in marketing. Who plans on a career in marketing? What 10-year-old says, “I want to be a marketer when I grow up, Mommy!”
Well, I’ve learned that marketers play a similar role as journalists but in the private business sector. We’re in the business of communications — crafting messaging and figuring out how to get those messages in front of as many people as possible.
We use our storytelling talents and distribution know-how for our companies and our clients. Our job is to get the right story in front of the right audience. I’ve learned that SEO wins happen at the intersection of identifying storytelling opportunities and maximizing the visibility of those stories through search.
And yet I think it can be easy for an SEO to forget a critical role they play for clients and for organizations: that of the content evangelist. SEO’s can fall into a trap of focusing on the technical requirements for making content findable by search engines. And while crawlability and accessibility issues are key SEO responsibilities, big brands today are demonstrating that the competitive advantage lies in the crafting of 10x content.
November 10, 2017
In 2016, Google reported that 20% of the queries it gets today are voice searches. (Source: SearchEngineLand)
Around the same time, Mary Meeker shared a prediction that by 2020, 50% of searches will be voice or visually based. (Source: Recode)
If you’re not familiar with visual search (and I wasn’t in this context), it’s search and retrieval instigated by the searcher “showing” a device or product like the one they’d like to buy (or if not buy, then get more information about). Here’s an example: shop for dog food by showing your device the near-empty bag of dog food in your pantry, and then buy it from Amazon or another online retailer. Go ahead and look into the Amazon Echo Look for a visual-search-type device that’s almost to market.
If we as marketers understand that text-based search is trending-down-to-obsolete over the next two years, and that our customers will be searching with their voices and images, what do we do to evolve our marketing strategies?
Director of Account Strategy at Marketing Refresh, Katy Katz, and VP of Industry Insights at Yext, Duane Forrester, shared their plans of attack for exactly that with the rapt audience at Pubcon Las Vegas this week…
November 6, 2017
Links are the fabric of the web. And in the SEO world, how we view them and earn them has changed dramatically in the past 20 years.
If you’re in the business of attracting traffic to a website and building brand awareness, you should care about how links impact your key performance indicators. As an SEO agency, we’ve written about how to get high quality backlinks in the SEO Tutorial. That resource covers link building best practices in black and white. But where personal experience and opinion is concerned, we have our own view of how links should be managed.
While we are sure some people will disagree with some of these views, we created this declaration that outlines what we hold true when it comes to web links.
We believe …
October 24, 2017
Announcing Bruce Clay SEO WP™ …
If you’re a WordPress publisher, you have many options for boosting your search engine optimization. You may be using Yoast SEO, All in One SEO, or another plugin to help you cover many SEO bases for the content you publish.
However, as I’ve been pointing out through this series of posts, current SEO plugins don’t go far enough. A lot of enhancements are needed to take you from just “best practices” to targeted and specific guidance that shows you how to get the maximum visibility for each of your posts.
In Part 1 and Part 2 of this series, I explained gaps that currently exist between SEO plugins available and the needs today. It’s a topic I’ve been thinking about for well over a year, as well as dreaming, planning and developing …
Now in this Part 3 post, I’m pleased to share a solution that has been months in the making.
The Bruce Clay SEO plugin for WordPress brings the power of our proprietary SEO diagnostic tools to the WordPress environment. And it adds search ranking and analytics performance metrics to the WordPress interface.
The combination of the new plugin and the SEOToolSet™ powering it is a MASSIVE difference-maker. We set out to “bridge the gaps” and enable any WordPress copywriter, editor or publisher to implement smarter SEO improvements, monitor their content’s reach, and much more.
Here’s what WordPress SEO has been missing until now.
October 18, 2017
Are there certain things you wish you could accomplish with your SEO in WordPress, but the functionality is just not there? Me, too.
Last time I wrote about WordPress SEO enhancements, I talked about the popularity of WordPress as a platform for some of the world’s best-known websites. I also discussed the challenges that WordPress presents for doing SEO effectively, further challenged by the gap in functionality of SEO plugins out there today.
So I created a list of WordPress SEO enhancements we wish we had. Today, I’ll outline five more WordPress SEO enhancements you wish you had and why.
October 5, 2017
Ninety-six percent of employers say continuing education improves job performance, according to a 2016 study by Evolllution.
That’s what George Niver, CTO of OneBoat, Inc, believes, or came to find sometime between his first attendance at Bruce Clay SEO Training in 2005 and his eighth time taking the course in 2017.
George Niver is an eight-time student of our SEO training course. So we interviewed him to hear more about why …
“My boss told people that because of SEO we ranked No. 1 for hundreds of keywords in the Outer Banks even though the competition is getting stronger,” Niver said in a recent interview.
He says that he attends our classroom training course every year because it allows him to keep “in constant touch with what’s happening with the search engine changes.”
September 25, 2017
WordPress is the most popular content management system out there and powers more than a quarter of the world’s websites. Huge brands are hosted on it, like TechCrunch and BBC America. You likely have a WordPress site, too.
The fact that it’s open source and easy to use makes it desirable for all types of brands, businesses and professionals. Enter WordPress plugins — one of the easiest ways to customize the functionality of a WordPress site. At the time of writing, there are almost 52,000 to choose from.
However, WordPress is not SEO enabled by default, and finding the right plugins to help you accomplish everything you want in SEO can be a challenge.
Whether you use Yoast’s WordPress SEO, All in One SEO Pack, Ultimate SEO, or other plugins, you probably have many needs covered — like being able to craft custom titles, meta descriptions and slugs for your posts. But beyond these basics, does your plugin:
- Give you visibility of your posts’ performance?
- Allow you to distribute multiple keywords through your posts?
- Alert you of potential broken links or usability problems?
- Help you optimize for multiple keywords or variations?
September 18, 2017
In June 2015, Bruce Clay launched DisavowFiles.com. Our goal was to create an easy to use tool that allows you to see whether or not other webmasters are disavowing a site. DisavowFiles is a free, crowdsourced project that everyone is invited to participate in to put the power of disavow transparency back into SEOs’ hands.
There’s been lots to learn along the way.
Since release, we’ve captured a lot of data. To date there are:
- 1,840,287,252,622 disavowed URLs
- 13,997,396 disavowed domains
This is a lot of data from the SEO community, so we thought we’d say thank you by sharing some crucial information about the disavow files that have been uploaded.
May 24, 2017
Whether for the first time or the tenth, reducing the ramp up period when onboarding a new SEO agency is going to save you time and money. Plus, an effective onboard process lays the path to a productive partnership.
There are two parts to effectively onboarding a selected new agency:
1. Educating your agency about your business, and
2. Understanding their process, workflow and digital strategy for your business.
May 18, 2017
Google leads the world in technological advances that affect the way we live and do business. At the Google I/O developer conference this week, we glimpse a preview of how people will interact with computing in the near future.
Lots of articles no doubt list the many Google feature announcements coming out of the I/O conference. But here, we zero in on something that all business owners should be aware of as we move forward into this AI-powered, machine learning-based new world…
Read more to find out What Your Business Can Immediately Take Away from Google I/O.