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Hooking your Readers – 7 Approaches to Great Headlines

January 24, 2012 By admin

We spend a lot of time talking about content and its necessity. Your landing pages, site pages, blogs and knowledge center content are there to not only tell your story, inform and motivate readers, it’s there to build search rankings as well.

But search engine optimization and building search rankings go well beyond just keywords, an arbitrary amount of content and so on. It also has to be informative and interesting enough to be shared either through linking or the increasingly important social media mentions.

Simply writing generic content that doesn’t grab the reader’s attention won’t exactly yield a whole lot of benefit for your firm.

Headlines are how you grab this attention, which should intrigue the reader into continuing on for more.

Time is valuable….

Since we’re bombarded with so much information all the time, we’re only going to look at what really intrigues us and think will benefit us. Seeing a boring headline limits your content’s potential in this regard. And if it doesn’t see much in the way of traffic, links and mentions in social media, it won’t have the impact it can.

That’s why taking a few minutes to craft a headline that grabs your reader’s attention is so valuable. Headlines are an invaluable part of print media (…think about when you’re in the checkout line looking at the magazines). In the online world, headlines are doubly important due to the sheer magnitude of content that’s out there.

Nick Usborne has outlined 7 approaches to headlines that can grab readers’ attention and ignite their curiosity to keep reading. Using one of these will help you maximize the impact your content has on your bottom line.

Approach #1: Ubiquitous List

People love seeing lists, which are easy to scan and read. They are a lot of times a hit on social media. Lists can be especially valuable if you include some sort of benefit like “5 Ways to save on your Vacation,” or whatever is applicable to your business.

Approach #2: “How To”

Always a winner too…explaining how to do something will always draw a lot of attention. Be sure you say that in your headline (ex: “How to save 15% on your heating bill) so people will clearly see the benefit of reading further. Millions of people go online each day to find out how to do something – buy a car, pick a stereo, fix a flat, whatever.

Approach #3: Challenge

Another thing that compels people to read is a challenge. Do I know the answers or not? What don’t I know or what am I missing? Good example from Nick – “5 Things you don’t know about your teenagers.”

Approach #4: Intrigue

This approach is kind of like a brain-twister where the reader has to keep going to find the answer. “Body Found, Man Still Missing” is an actual headline from a newspaper. While searching for a missing person, someone else’s body was found.

Approach #5: Conspiracy

We all love a good conspiracy involving anyone in a position of authority (doctors, lawyers, politicians, etc.). Giving any indication they’ve hidden the truth will certainly entice readers for more. (Ex:  The truth about raw food diets)

Approach #6: Secrets of the Opposite Sex

People love delving into the mystery of what makes the opposite sex tick. If you’re targeting a specific gender, you will grab a lot of attention this way. (Ex: Why women love to shop or Why men love to watch sports)

Approach #7: Scarcity

Indicating scarcity of an offer or a closing window of time to do something will indeed motivate people to read further. People don’t like to miss out on something so their attention will be drawn by the prospect of a last chance. (Ex: “Last chance to get tickets” or “Deadline for applications soon”)

Examples of headlines are mainly from Nick with a few more thrown in there by me.

These 7 approaches to headlines will garner much more attention than regular, descriptive headlines. The result will be a much higher number of social media mentions, likes and shares.

Nick Usborne has an e-book on crafting killer headlines that I hope to obtain and read here soon. When I do, I’ll come back and share what I learned.

Have you taken one of these approaches in crafting a headline?

If so, did you see more conversions, shares and so forth?

Other Posts You May be Interested In

How Minor Tweaks to your Headlines Can Boost Conversions

Test Headlines with the ‘Breath’ Test

Beware of your Page’s Primary Purpose When Writing Content

10 Steps for Optimizing Web Content and Landing Page Copy

Filed Under: Copywriting/SEO Content Development, Online Marketing, SEO Technology, Tip of the Day Tagged With: , , , , , , ,

Outlook for Search – Building High Rankings in 2012

January 5, 2012 By admin

Well, a New Year has passed and we bid farewell to 2011. It was certainly an exciting year, especially in search and online marketing which saw changes occur at warp speed.

Over the last few weeks of 2011, we took a break to assess the state of search engine optimization and where things were headed going into 2012. We do this in order to help our clients (…and readers of this blog) better understand where they should focus their online marketing efforts.

After reflecting on where we’ve been and where we’re going, we quickly realized that the lines between different types of search – namely organic, local, mobile and social – are now being blurred more than ever. Rather than web search strictly being the center of activity online, social is increasingly becoming the focus.

According to an exclusive web tutorial from Planet Ocean, web search was the sun and other types of search (…or planets) revolved around it. Now, instead of web search being the sun, social is quickly becoming the center of the universe with other types of search (…or planets) revolving around it.

As we’ve said here many times over the last year, being social is a critical strategy to being successful online – this will become even more critical in the coming year. A cursory review of search results for a variety of terms shows social mentions and engagement alongside traditional webpages.

Social is being aggressively integrated in Bing, who has partnerships with Facebook, Skype and Twitter. Google has basically bet the farm on its new social network Google +.

From these arrangements and others, we can ascertain that social sharing will increasingly integrate with web search. Going forward, social shares or votes will increasingly be the new links.

How many have liked, +1’d or otherwise made a comment regarding content on your site?

So how can I ensure my site continues to rank high in 2012?

Dominating your market online in the new year will require some tried and true methods mixed with some new ways of engaging your audience online.

Since the web has become increasingly social, it’s become increasingly democratized as well. Users will more and more be the driving force in determining which social networking platforms you ultimately adopt.

The key to all of this though is content – as in years past, successful online marketing will be driven by your ability to create reference grade content that helps the reader. In turn, this can lead to true engagement that builds trust and value.

Rather than a few pages earning links, success online will hinge more on how socially engaging your content is.

The more likes, +1s and buzz your content has, the better your business will do.

Besides content itself, freshness will also be a driving factor in maintaining and building high search rankings. It’s increasingly become clear that Google and others are placing a high value on ‘fresh’ content. Just in the last two months, we’ve seen Google make updates to its algorithms to reward sites with fresh content, especially in areas that are always changing.

This update though has sadly penalized some sites with great ‘evergreen’ content that’s been around awhile but still valuable. Repurposing this content will help you get around this ‘freshness’ problem, especially if you experienced a drop in rankings due to this latest update.

Also in 2012, expect to see more firms using social media tools for product development and testing as well as technical support.

What about mobile-based search? Will it continue to grow in 2012?

An emphatic yes!! It’s projected that by 2015, more users in the U.S. will access the Internet through their smartphones or tablets than a regular computer.

Mobile search is deeply tied into local search with over 40% of searches on a mobile device being for something local like a restaurant, doctor’s office or brick and mortar store. According to Google, 44% of searches from a mobile device in the 2011 holiday shopping season were for store locations and last-minute gifts.

With mobile devices, users can seamlessly float between mobile, local and product search as well as their social media activities.

In 2012, it’s imperative that local business establish their presence on places like Bing Local, Google Places, Foursquare and others. Don’t be hesitant to allow reviews – customer reviews give you an opportunity to address grievances and open yourself up to new ways of engaging customers.

So there you have it – things will continue to move at wharp speed in this new year – social and mobile is most certainly revolutionizing how people interact and find things they need.

Stay tuned to our search engine optimization blog as we slice and dice the trends and developments in the search marketing world. Most of all relax and have fun with the possibilities the online sphere will bring in 2012.

Other Posts You May Be Interested In

7 Strategies for Maintaining ‘Fresh’ Content

Preparing for the Mobile Revolution – Part I

Preparing for the Mobile Revolution – Part II

3 Ways Social Media, SEO and Content Marketing Work Together

Reputation Management – Maintaining & Enhancing your Company’s Good Name

Filed Under: Online Marketing, SEO Technology, Social Media Tagged With: , , , , , , , , , , , , ,

Does Google Consider SEO to be Spam?

November 21, 2011 By admin

One question that swirls around out there is whether SEO – short for search engine optimization – is considered to be spam by Google.

A recent video from the head of Google’s Webspam team, Matt Cutts, tries to answer this question. In short, no it isn’t. According to Cutts, all SEO basically means is making sure your pages are well represented in search results.

There are many legitimate, or ‘white hat,’ tactics SEO pros can use to help your pages rank high, including:

  • Making sure pages are crawlable with good links
  • Using strong keywords in site’s content. Words everyday people will use, not insider industry jargon
  • Constructing a site that’s highly usable and has a design conducive to search engines
  • Making your site loads fast, which is one of many of Google’s search ranking factors
  • Building a good URL structure that’s easy to follow for both users and search engines

Using techniques like these and many others are considered to be okay by Google. Sites that follow these guidelines and build good quality that’s easily crawlable will, over time, see their organic rankings build.

However, there are ‘black hat’ techniques as they’re called that Google frowns upon. Sites who are caught using things like hack sites and keyword stuffing will be penalized severely by Google. Sometimes, these penalties are impossible to recover from.

The goal of Google is to return the best search results as possible for their users. If a searcher isn’t able to find the right information, they will start looking elsewhere for it. As the #1 search engine accounting for over 2/3 of searches online, Google has an interest in making sure it returns sites that are informative and relevant to what the searcher was looking for.

Matt explains (…correctly in our opinion) how search engine spiders are not smart enough yet to figure out what a site is about all on their own. Therefore, it’s the site owner’s job to ‘help’ the spider learn what your site is about…this at its core is where SEO comes in.  In our experience, basic fundamentals are not addressed.  A good SEO will fix these SEO fundamentals (…listed above), analyze site traffic, ROI and other important factors to keep your site’s rankings consistently high.

With that said, SEO is about building a site Google can crawl and index. If you hire a search engine optimization company to handle your site’s SEO, there shouldn’t be any secret as to what they’re doing. Your SEO should be open about what they’re doing to get your site to the top of search results.

If they’re not, you should go elsewhere for these services. If the SEO firm is employing ‘black hat’ techniques, your site and business will be the one who suffers, not the SEO firm who used the shady tactics.

If your site is penalized for employing nefarious techniques, it will take a long time for you to make up the lost ground. Meanwhile, the SEO firm will have taken a lot of your money and will not suffer the same consequence.

Watch the video below to learn more.

One lesson though to keep in mind in this situation – buyer beware!!

 

Filed Under: SEO Technology Tagged With: , , , , ,

Partnership with SEO Advantage Yields Six-Fold Increase in Web Traffic

October 18, 2011 By admin

Strategic partnerships between firms are one important way businesses grow market share and revenues – especially in today’s troubled economy.

One partnership our search engine marketing firm engaged in last year with gold bullion dealer Provident Metals has seen tremendous success.

When we start working with a firm to grow their online presence and by extension, traffic and revenues, we set realistic goals to accomplish the desired end. In the case of Provident Metals, traffic and search rankings for the bullion dealer’s site increased well beyond anyone’s expectations.

Since formation of the partnership in mid-2010, Provident Metals’ website has seen over a 600% increase in web traffic. Much of this traffic has been driven by the exponential increase in the company’s page 1 Google rankings. Coupled with social media engagement and a re-designed online store, the bullion dealer has experienced much success since teaming up with our firm.

Now that the new site design is complete and a large catalog of informative content is established, we’re now working to target some super-competitive phrases related to PM’s industry – think ‘gold bullion’, ‘silver bullion’ and others.

Dominating these keyword phrases will vault Provident Metals into the elite circles of the bullion industry.

We’ll continue to work with Provident Metals to build informative web content that builds search rankings and engages the reader to act. Providing timely and informative content is key to building thought leadership and trust with customers.

We’re excited to be working with such a reputable company that prides itself on superior customer service. Stay tuned for more important updates on our exciting work. In the meantime, read more about the partnership in our latest press release.

And if you’re searching for an online partner dedicated to helping businesses grow, contact search marketing consultants at SEO Advantage today to find out how you can effectively harness online channels to build website traffic and revenues.

Filed Under: SEO Advantage Tagged With: , , , , , , , , ,

5 Ways to Really Speed-Up Your Page Load Times

October 11, 2011 By admin

It’s been known for quite a while now that one of the factors Google uses to rank websites is page load time. Faster loading pages will generally rank higher than pages that load slowly, provided other factors like content and a crawlable site are the same.

Fast loading pages aren’t important for just web rankings – if a page is loading slowly or times out, how many will hang around to wait for the page to load?

Whatever the reason for a slow loading page – antiquated server, extra coding, improperly formatted images – having one (…or several) will certainly cause you to lose visitors and more importantly, customers. To see how important this is to the average web user, check out this page load graphic courtesy of Blue Compass Interactive and our friends at Planet Ocean.


So how can I speed up my page’s load time? And what’s the recommended page load time for both search engines and web users?

For the best results, it’s recommended all pages on your website load within three seconds.

If your pages are taking longer to load, the following 5 tips will help optimize page load time and ensure your rankings (…and customers) will not slip by the way side due to slow loading pages.

1. Use an image editing program that provides a “Save for Web” setting

Images are by their very nature pretty big. If your webpage is loading images as-is it can dramatically lower your page load time. A “Save for Web” setting will export your image in a compressed file size. Also, don’t forget to specify the original file size in your HTML code (i.e. 500 pixels x 300 pixels). Not specifying these dimensions means your web browser will have to work harder to display the image, thus increasing page load time dramatically.

2. Keep HTML coding to a minimum

Many webmasters, perhaps you, use WYSIWYG (…what you see is what you get) type HTML editors. These programs though add a lot of unnecessary code to your page and thus, slow page load time down tremendously. Examples of unnecessary coding include “comment” lines and “date stamps” to name a few. One program you can use to compress your coding is the GZip HTML Compression tool.

3. Consolidate Cascading Stylesheets (CSS) and JavaScript

These days, every page has at least one cascading stylesheet (CSS), third-party application or JavaScript file to load before the page will function properly. This can slow even the smallest of web pages. Therefore, it’s best to force the browser to fetch as little external information as possible. Consolidate your CSS sheets down to one if possible and embed them at the HEAD of the individual page.

4. Control how your site content is ‘cached’

Demarking and controlling how your site’s content is cached by the search engines will dramatically speed up your page load time. How you do this depends on the type of server you’re hosting your site on.

For an Apache server, you can physically adjust the “Expires” or “Cache control” header attributes. The process for a Windows server is similar and involves manipulation of the HTTP ‘client cache’ element. And if your site is hosted through WordPress, download and install the WP Super Cache plug-in which serves up static HTML pages to the majority of your audience and dramatically boosts page load time.

5. Reduce the amount of cookies

Consider downloading and installing a free ad-on like View Cookies for Mozilla Firefox to monitor the amount of cookies being exchanged between you and your site’s visitors. Review these cookies and see which ones you can reduce in size or eliminate altogether. If you can’t recognize the cookie, then you probably don’t need it. The fewer cookies your page has, the faster it will load.

As we always say, one ranking factor alone won’t determine the success or failure of your site in the search engines. With that said, on-site technical improvements are a sound way to securing long-term rankings. Therefore, if you find your site’s load time is a bit lagging, make sure you pay close attention to the above metrics.

Filed Under: SEO Technology, Site Architecture Tagged With: , , , , ,
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