May 6

The Weekly Briefing: Stop. Look. Listen.

SEO Copywriter Hannah Scherrer laid some tired SEO strategies to rest…
As many of us know, SEO is in a constant state of flux – what may have been a “best practice” a year ago can quickly (and usually does) become obsolete. Moz’s own Rand Fishkin recently called out those tired practices, but one in particular strongly resonated with the team: 

  • Keywords before clicks. Title tags and keywords are still essential SEO elements, but the spam-factor has run its course. We’ve seen it with onsite content, and now we see it with title tags. As paid search results gain more real estate on SERPs, it’s more important to deliver a powerful message WITH KEYWORDS in the title tag. “Oil Changes | Cars | Motorcycles | Motorbike” is less gripping than “Trusted Oil Change Services for All Vehicles.” Remember, Google is getting smarter (*insert tin foil rustling*), so implementing keywords now means something very different than it did five years ago.

Account Manager Chip Fox made sure that we don’t stay in a “Google vacuum”…
We spend a lot of time playing by Google’s rules and relying on those analytics, but as Bing grows its market share (it’s up from a 18.4% share in 2014 to 19.8% in 2015) and capabilities, they also are building some serious Webmaster tools. A recent article from Search Engine Land sang the praises of Bing Webmaster Tools. That doesn’t mean we should stop using Google’s Search Console (that’s a solid informational and analytical resource), but instead we should use it in tandem with Bing. Regardless if you think one search engine (sorry, EU – we can’t cope) is far superior to the other, ignoring 20% of search traffic is just ridiculous. Bring on the data!
Social Media Manager Kaitlin Schlick made a compelling case for using social listening for more than social media…
Social media continues to solidify its relevance in the SEO world by giving marketers direct insight to what people are looking for and/or talking about. Digging through data, running A/B tests, and interpreting messy analytics is time consuming and, sometimes, ends up as useless because, by the time you’ve figured it all out, the Internet has moved on and cares about something completely different. By utilizing social listening, marketers can see conversations happening and use trending keywords for more effective ads and blogs. The CEO of Loop Loft told Twitter that by using keywords from social listening tools, their ads saw a 5.75x increase in link clicks, 12x the amount of impressions, and 8x lower cost per click.