Guide to Basic SEO Concepts: Part 3


In this third and final segment of our guide to basic SEO concepts, we’ll touch on the more advanced SEO definitions and concepts of website “crawlability,” including basic search engine directives, common client and server errors, best practices and web developer resources.

You can access Part 1 of our series, covering on-page SEO concepts, and Part 2, explaining essential linking terms and related search engine directives.

Crawlability In simple terms, “crawlability” refers to the ease with which search engine robots (or “bots” like Googlebot) can “crawl” a website in doing their work of indexing pages to build the search engine results pages (SERPs).

There are several tools and best practices webmasters and developers can employ to optimize a website for search engine bots – in other words, maximize its crawlability – as well as minimize the usual crawling errors. The ultimate goal behind site crawlability is to expedite the speed and accuracy of the bot’s crawling and i…

Guide to Basic SEO Concepts: Part 2


Welcome to Part 2 of our 3-part SEO basics series, designed to help you “speak SEO” with your team by becoming better acquainted with the basic SEO concepts most often discussed. Part 1 of our series covered basic on-page SEO terms and definitions. In this segment, we’ll define essential SEO linking concepts and search engine directives.
Search Engine Directives: DefinitionsMeta robots refers to the automated search engine “robots” — usually referred to as “bots,” such as “Googlebot” and “Bingbot” — that “crawl” the Web, discovering and indexing individual Web pages in the search engine results pages (SERPs).

By using relatively simple HTML (“hyper text markup language”) code, SEOs can “tell” search engine bots what specific Web pages and page-level information to exclude from search results, as well as how to handle the links contained within a Web page’s content, via directives (often referred to as “tags”).

The working definitions of the most common search engine linking…

A Guide to Basic SEO Practices: Part 1


To help you better understand and communicate more effectively with your SEO team, we’ve composed a 3-part series of basic SEO concepts and their related definitions. While there are many SEO terms, we’re focusing on those that are the most basic and most discussed.

In this first segment of our SEO instructional, we’ll go over the fundamentals of on-page SEO concepts and definitions.
An Overview of Page Content for SEOOn-page text refers to the actual written content of a web page, and should be substantive in offering visitors valuable information. As search engine crawlers crave written content, a best practices checklist for evaluating your website’s pages should include:

Word count: While there is no universal “ideal” word count for all web pages, a generally accepted practice is to have at least 500 and preferably 2250 words per page, but this will vary by topic and the purpose of the page. Your most important content and SEO pages should trend towards longer length. Th…

What Content Marketers Need to Know About Search in 2019

1. SEO Has Become Much More Integrated and Diverse
SEO used to be standalone: no one had any idea what SEOs were doing and how they got pages ranked. Many SEOs would ignore very important digital marketing aspects, including user experience, brand building, etc. The only purpose was to get a page ranked.
These days it’s finally different: SEO is just one element of success. It’s next to impossible to achieve high rankings without building authority and brand awareness, or without ensuring users are going to have a good experience using the site.
Google has taken all of that in the account: they monitor how users interact with a website, how satisfied they are, and how quickly they find answers when landing on a page from search results. Google has made trust and authority important ranking signals.
As a result, there are fewer and fewer companies that focus on a single component of SEO (like link building) or even just SEO. Most companies are offering full-package internet marketing ser…

Tech Standards for Accessibility Best Practices

WebAIM’s Principles of Accessible Design has laid out a thorough guide for technical standards in terms of defining the best accessibility practices. We’ve taken what we feel to be the twelve fundamental elements and listed them in this section.
While this is by no means an exhaustive list, it is a solid foundation that will vastly improve your website accessibility—even if you only stick to these twelve points. Almost all of them are incredibly simple to implement, and won’t impact your site’s overall look or feel in any major way. However, the difference these technical standards will make for your users who have disabilities will be huge, and in the right way.
Alternative Text Also known as alt tags, alternative text gives users an understanding of what visual content (images in particular) are showing when they fail to load. Not only is this good for SEO, as they give website crawlers context, but they are hugely beneficial to accessibility for users who are blind or otherwise sev…

Customer Journey Mapping: The Path to Loyalty

In an ideal world, the journey people take to become loyal customers would be a straight shot down a highway: See your product. Buy your product. Use your product. Repeat.

In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way—all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor.

Staying on top of all of these moments might seem overwhelming, but mapping your customer’s journey can help. It can give you and your team a greater understanding of how your customers are currently interacting and engaging with your brand, and also help illustrate how your products and services fit into their lives, schedules, goals, and aspirations.

Let’s take a look at five steps your team can take to start journey mapping.

1. Find the sweet spot where your customers’ goals and your own align Before you start journey mapping, nail down your business goals. Any marketing and comm…

Search in 2019

Unlike content marketing (which is centuries old), SEO is a very new discipline. It has been around for just a couple decades, and it quickly became the primary digital focus for many marketers. Yet, SEO cannot exist without content, and I am happy to report that the search industry has reached maturity when it goes back to basics: recognizing that content is the most important and fundamental part of the marketing puzzle. Now, with SEO maturing so quickly, there are still many misconceptions and misunderstandings around it. Those misconceptions may impact the content marketing process in a not-so-positive way. Let’s clear things up a bit: 1. SEO Has Become Much More Integrated and Diverse SEO used to be standalone: no one had any idea what SEOs were doing and how they got pages ranked. Many SEOs would ignore very important digital marketing aspects, including user experience, brand building, etc. The only purpose was to get a page ranked. These days it’s finally different: SEO is jus…