SEO Tactics That Work in 2015
Sujan has 12 years of experience in digital marketing and he is a co-created Content Marketer, a tool to help automate and scale content marketing. He is also an avid blogger and writes for Forbes, Inc, WSJ and Entrepreneur. In his spare time he authored the Growth Hacking eBook 100 Days of Growth & Content Marketing Playbook.
In 2007, Sujan has attained #1 rank for Google’s most expensive Keyword “mesotheloima” (over $100 a click) by accident and managed to repeat again and again this early success.
Optimize for humans
SEO is costly and it’s going to become even more expensive in future. You can optimize to either get in the Golden Triangle or try to improve CTR. General rule is to help people attain their goal. Focus on the UX and rankings will come. Models.com have recently published a study that says user experience positively impacts the SEO, the trend is going to continue.
Life hack: Ad human information at the page title (meta description) or use a content gap: a niche without any distinguishable content for a popular keyword.
Look at your analytics for traffic structure, and ensure the site is optimized for best UX on proper devices. It may be a responsive or dedicated site. Site speed: it’s not just Google rank, people want instant gratification too. Test isolated situations to get as clean a result as possible. Also, you need to understand the difference between mobile and desktop Keyword SEO, as it is really huge.
Use Google Website Optimizer, but test on paid search first to find out what the audience is, what they want and do some more surveys (e.g. site pop-up with open questions, or live chat). Use your own experience, but talk to customers in person to find out a keyword intent.
Case Study: WFMS
Work force management solution(WFMS): is the technical term for software to automate an employee schedule (when they come in and out with a clock). People refer to it in 5 different ways: either employee scheduling software, or scheduling software, staffing soft, and the Millennial Generation(18-35 in age) would name it scheduling app/scheduler.
As a result, we get 6 main keywords with their own optimization and long tail of supporting keywords. They are different not only in wordings: to SEO for the words “scheduling and scheduler”, we would also create a dedicated landing page.
After talking to customers you will realize you need to make changes. Sujan has found that the younger generation doesn’t want to hear what we made. Instead, they want to try it out, and they want to name it in their own words.
As for people searching for WFMS: they want documentation and how-to guides e.g. a PDF manual (SEO for “mail me a guide of how to use”). So, you probably need to alter the user experience for them.
Your brand is a keyword like Amazon, Moz etc.
Rule of thumb: “Forget the links, build mentions” for your brand. If your SEO is just around keywords, or you just have the links – they are less or more likely to be caught in an update.
“is hard f*#%ing work. Put in time & use the right tools and you’ll be successful…don’t half ass it.” Sujan is very passionate about link building, though it is different from when he started.
Steal competitors’ links with tools like ahrefs.com and steal their latest content with buzzSUMO.com and majestic.com e.g. its tool ContentMarketer.io to do the outreach.
Get any news on blogs and podcasts using podbay.fm etc. Use: “intitle:roundup” + [keyword] and pitch your latest and greatest content. Many round ups are happening: weekly, monthly, daily.
Sujan does about 30 or 40 guest posts a month personally, but focusing on authority sites/publications. He uses the content that is ten times better than everything else called “10X content”.
You can watch related webinar here.