Last week's special edition #SEMrushchat was dedicated to SEO questions that marketers need to answer before the end of 2017. While at Pubcon in Las Vegas, the SEMrush team had the chance to speak to many experts about backlinks, "nofollow" attribute, AMP, and other SEO topics that digital marketers deal with every day. Here are some insights into the world of SEO from experts like Marie Haynes, Patrick Stox, Aleyda Solis, Jim Stewart, Reva Minkoff, and more:
Q1. Would you add “nofollow” attribute to low authority sites, even if you trust the site’s content and quality?
The nofollow tag enables webmasters to point out some of their links that search engines shouldn’t be counting. Basically, this element is a notice sign for Google and other search engines that says “don’t count this link.” By using this attribute, you can ensure that your nofollow links will not pass PageRank to another page. Therefore, Google will not penalize you for linking out too much or linking to a low-quality site.
A1. @patrickstox says if i trust the site enough to link to it, then I am not going to “nofollow” it. There has been a big trend where people are “nofollow”ing every external link and that is the wrong way to go #semrushchat pic.twitter.com/KcuSeZJ1Dn
— SEMrush (@semrush) November 8, 2017
Is it worth adding the nofollow attribute to links that point to a low-authority site, even if you trust the site’s content? Our chat participants believe that low quality doesn’t necessarily mean bad content. In fact, there’s no reason to nofollow any links, because even a low-authority site can be a good source of information and it can grow into a high-authority site in the future.
A1: Nope, b/c even if this site is low authority now, later it could grow into high authority - also, it's a way to give them some love. #semrushchat https://t.co/OJbP6vJVhk
— JP Sherman (@jpsherman) November 8, 2017
If the content on the site that the link is pointing to is relevant to your topic and can benefit your readers, there is no use in adding nofollow. Imagine you are reading a post on one of the blogs that you visit on a regular basis and you see a link in the post and you don’t know whether or not the author has followed this link, the only thing you probably care about is if it’s relevant to the content you’re reading at the moment. The author thought it was worth putting the link on their site, so therefore the link must be worth clicking.
A1 as far as the site is reputed (as in content quality) I wouldn't mind showing Google the same I show to my readers (I'll dofollow it) #SEMrushchat
— Swadhin Agrawal (@AgrawalSwadhin) November 8, 2017
A1.) Stop being miserly. If the content is worth a link, it’s worth a real link. No such thing as halfway links. #semrushchat
— Ryan Glass (@RyanGPhx) November 8, 2017
You should always pay attention to whether or not a link is relevant and helpful to your site visitors. If it can provide some value to them, you don’t really need to add the nofollow element. After all, if the site is questionable and shady, you shouldn’t be linking to it at all.
A1. @DamonGochneaur says I would not add “nofollow” to links to sites that I thought was trustworthy or relevant even if it was low quality. In the end the that link can still be valuable and provide a diversified link portfolio. #semrushchat #PUBCON pic.twitter.com/IT3ehwwzcp
— SEMrush (@semrush) November 8, 2017
A1. 'Follow-ness' should be based on users. Is it relevant, helpful and interesting for the user in this context? If not - why's it there anyway? #semrushchat
— Optimisey (@Optimisey) November 8, 2017
A1. @Marie_Haynes says there are only a few reasons to “nofollow” a link: 1. If it’s an untrustworthy site 2. If it is linking to my competitors sites and I didn’t want to give them extra page rank from link. Many people are over using “no follow”. #semrushchat pic.twitter.com/qx0F5ZxKCS
— SEMrush (@semrush) November 8, 2017
A1. @jimboot would not add “nofollow” attribute to low authority sites. If a site has relevance it should be followed. If it suits the user and the copy, do it! #semrushchat pic.twitter.com/NZV1JFfclA
— SEMrush (@semrush) November 8, 2017
Q2. How do you incorporate user intent into your keyword strategy? How important are longtail keywords for user intent?
User intent has been a buzzword in the SEO community, however, it is still ignored by many website owners. User intent should inform the direction of your content strategy, it is the key to improving your SEO campaign and it gives you the information that users are trying to find when they type in a particular search query.
A2) User intent should play a huge role in KW research. Research long tail searches and ensure your content answers the ? #semrushchat
— Taylor (@TVYLORTOMITV) November 8, 2017
To make sure, you incorporate user intent in your keyword strategy, consider using these four tips:
1. Keep in Mind Different Types of User Intent
The intent is categorized into three groups: informational, navigational, and transactional. These intent types can help you to identify your audience persona and which stage your target users are in your funnel. Tailoring your content to one of these categories is vital. In order to do so, you need to look at which keywords your audience is using in their search queries and keep in mind that some queries have different meanings and intents. Bill Slawski gave an example of how “Saturn” is both the name of a planet and the make of a car.
A2: Good-old segmentation of keywords into "informational", "navigational", "transactional" and "locational" keywords, and through defining the key micro-moments. Quicker wins can be found through targeting long-tail searches, which have higher commercial intent. #semrushchat
— Neil Yeomans (@neil_yeomans) November 8, 2017
2. Integrate Long-Tail Keywords
Long-tail keywords are highly targeted search phrases that are designed to serve specific user intent. The good thing about these keywords is that they have low competition, but tend to have high conversion rates. By discovering long-tail keywords and building your content around them you can incorporate user intent into your strategy.
A2. @revaminkoff says that longtail keywords are really important for user intent because they help you prequalify a user. They all show you where someone is in the funnel. #semrushchat #PUBCON pic.twitter.com/0kI9IVUf7P
— SEMrush (@semrush) November 8, 2017
A2 - Longtail keywords are precious. They best describe the user intent and shall as such definitely be incorporated into the website. How? By dedicating a blog post specially around these specific keywords #SEMRushChat
— Fanny Heuck (@FannyHeuck) November 8, 2017
3. Optimize for Topics
When searching for long-tail keywords, organize them by topic, so you can find the best place for them in your content. If you already have an existing blog post or article on this specific topic, you can insert your new long-tail phrases into them.
a2: HOWEVER - because of their uniqueness, don't look at long-tail as a bag of words to optimize for - optimize for the TOPIC #semrushchat
— JP Sherman (@jpsherman) November 8, 2017
When creating content that you want to rank for specific keywords, it can be hard for users to find the exact information they were looking for. Fix this by using topic clusters; choose the broad topics you want to rank for and then craft your content based on specific keywords related to the specific topics.
A2. @adamproehl says when you are looking at user intent your longtail keywords typically have the who, what, when, where, why, and how. Context gives you everything as far as the intent. #semrushchat #PUBCON pic.twitter.com/22ZxruSfLh
— SEMrush (@semrush) November 8, 2017
4. Search for An Emotional “Hook”
When optimizing for topics, value becomes even more important than ever before. It is important to serve a particular function for your audience and give them answers and solutions they need in a certain situation. Beyond that, you should create an emotional hook because people are driven by emotions. Think which keywords can help you to evoke your audience's emotions, while keeping user intent in mind.
A2 - I like to think about the emotional drivers behind that keyword and make sure that the meta title and description reflect their emotional needs. Works a treat! #semrushchat
— Danny Richman (@DannyRichman) November 8, 2017
Make sure to use long-tail keywords in your content strategy to address the specific user intent and optimize your copy for particular niche-based topics.
Q3. Is it better to publish new content regularly or release one evergreen piece quarterly? Why?
It can be hard to find the right balance between the need for new content that’s posted regularly and evergreen copy that’s published quarterly. Even though time-sensitive content won’t be relevant endlessly, it provides a few strong benefits and it helps you rank well in search engines and drive traffic to your website. It also allows you to build up your brand, keep your audience engaged, and boost your credentials.
A3: Of course the regular content publication is the preferred way.
Reason: It keeps the User Engaged + it keeps the crawler comin'. Better Indexation. Increase in Internal Links. Website remains Fresh, etc. Let me think some more... #SEMRushChat— Saad AK (@SaadAlikhan1994) November 8, 2017
On the other hand, evergreen content is always fresh. It stays relevant years after it was written, so your site visitors can gain value from it over and over again. Evergreen copy keeps your website applicable for the long-run and builds your reputation as an authority in your niche.
A3. Depends on the vertical....
..but evergreen pieces are the way to go, IMO.
Far more fun to create, but also strong link earners too (if done right)#SEMrushchat
— Dale Davies 🇨🇽 (@daledavies_me) November 8, 2017
A3. @sspencer says he's really big on evergreen content because if you create things that have a short shelf life then it is not going to generate a lot of interest or a lot of a traffic a year from now. #semrushchat #PUBCON pic.twitter.com/yLL2FO20I1
— SEMrush (@semrush) November 8, 2017
Both of these content types are strategically important to your website and blog and if you can provide new real-time posts along with your evergreen pieces of content, you have a higher chance of being noticed and followed. ”If I was starting a new blog today, I'd create a handful of evergreen pieces, publish them, then promote them with smaller content on a weekly or monthly basis throughout the rest of the year,” tweeted Dale Davies - @daledavies_me.
A3. @jenstar suggests to do both - keep your evergreen content updated including the publishing date, and win shares and Top Stories with regular posts. #semrushchat #PUBCON pic.twitter.com/jKrhUQdxqd
— SEMrush (@semrush) November 8, 2017
A3 Do both if you can. At The Penny Hoarder, we produce timely newsy posts, longer articles and, now, larger content pieces (that require months of work + colab from depts., so ~1/quarter). Both have their merits. #semrushchat
— Kathleen Garvin (@itskgarvin) November 8, 2017
Nevertheless, some of our chat participants remarked that the point is not how often you post your content, but how quality and relevant it is.
A3: I think it's best to produce thoughtful, data-driven content as often as it makes sense to publish it for your industry/target market. #semrushchat
— Carolyn Lyden (@Carolyn_Lyden) November 8, 2017
A3. #Blogging is a great way to keep users engaged and get #google to crawl your site. However, it needs to be relevant to users otherwise it will be a waste of time #semrushchat
— seoplus+ (@seopluscanada) November 8, 2017
A3. @simplymeK says do both! If you have a large enough team, shoot for the stars and do it all! #semrushchat #PUBCON pic.twitter.com/bLdvPQkp6Y
— SEMrush (@semrush) November 8, 2017
A good balance between new and evergreen content will help you to keep your users engaged and build credibility and trust with your audience.
Q4. Links are important for SEO. What is the top white hat technique you’ve used for a client/your own website to get high-quality links?
Building relevant inbound links to your website can be hard and time-consuming. Nevertheless, it’s one of the sustainable and long-term ways to stay on top of Google search rankings. Our chat participants shared their top white hat techniques for earning high-quality backlinks:
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Perform research and create high-quality content
One of the most popular tips is to produce high-quality content that contains real value. If you create great copy that people naturally want to share, you can successfully generate organic links. But before you start writing a new piece of content, you have to invest your time in a thorough research and make sure that your topic is valuable to your potential readers. Matthew Barby suggests performing competitive research every week or month to find new opportunities to take advantage of while they are still fresh.
A4: The most important part of getting high-quality links is creating high-quality content. Before creating content, make sure there are sites that will find your content valuable. Don't create content without doing your research first. #semrushchat
— Netvantage Marketing (@netvantage) November 8, 2017
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Produce Data-Rich Content
By amplifying your blog post with data, you can make your story more meaningful and insightful and then visualize your findings to make it more link-worthy. Felix Tarcomnicu points out that visuals, graphs, and infographics are still a powerful tool for attracting links. He suggests reinforcing your copy with facts and a fabulous design.
A4. Eli Schwartz aka @5le says my favorite way to get links is using surveys. Create a survey and merge that with other responses. You can do outreach around the responses. #semrushchat #PUBCON pic.twitter.com/sEuxrFPIUb
— SEMrush (@semrush) November 8, 2017
A4: Informative content with lots of data, like stats, infographics, how-tos. Anything benefitial to your audience, that can be distributed and shared organically. #SEMRushChat
— Svetlana Stankovic (@salmonseo) November 8, 2017
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Identify Influencers and Build Relationships
Link building is just another term for relationship building. The best link has always been a link from a related, high-authority site and the most effective way to earn links from a high-quality site is to build a natural relationship with an influential person who manages it. Most relationships take time to develop, so you need to first identify influencers in your niche and connect with them, share and comment on their content, and deliver value to them by introducing them to people within your network and/or creating content together.
A4. @Dixon_Jones says to get the most famous person in the world on that particular subject to write about it on their blog. Use a tool to find the top 20 or 30 influencers. Start to talk to them. #semrushchat #PUBCON pic.twitter.com/KlqOmvuWXh
— SEMrush (@semrush) November 8, 2017
A4 Build relationships. Be sincere, not smarmy. Quality sites that prioritize user experience want to lead their readers to the best resources. #semrushchat
— Kathleen Garvin (@itskgarvin) November 8, 2017
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Give Testimonials to Earn Links in Return
If you are using a good product or service that you find helpful, you can provide your review — a free testimonial that the company can post on its website. To show that you are a real person or brand, this company would likely to add a link back to your site on their web pages. This is where backlinks make a move.
A4. I have got links for a client by asking them to give testimonials to their vendors that were placed on their vendor websites. #semrushchat
— Praveen Sharma (@i_praveensharma) November 8, 2017
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Track Your Social Media Backlinks
A4. @bhartzer talks about how any page that is a URL is a link, so it is really only a good link if it has links coming to it. #semrushchat #PUBCON pic.twitter.com/Tor6dN8g98
— SEMrush (@semrush) November 8, 2017
What other powerful ways do you use to earn high-quality backlinks? Let us know in the comments!
Q5. What is the future of AMP and how is it going to transform the SERPs in 2018?
Over the past 12 months, there has been a ton of hype in the SEO world around the AMP project led by Google. Here are some of our chat participants' prediction about the future of AMP and how it is going to change the SERPs:
A5: The future of AMP is accelerated pages for desktop browsers, and light weight pages served from Google for any user device. #SEMRushChat
— Svetlana Stankovic (@salmonseo) November 8, 2017
A5 I'm still on the fence. I think some version of AMP will persist but with more branding elements included. #semrushchat
— Jon-Mikel Bailey (@JonMikelBailey) November 8, 2017
A5. #AMP is a gamechanger for publishers, but ensure you're using a trusty AMP plugin or it could cause serious conflicts that negatively affect your site's #SEO. #semrushchat
— seoplus+ (@seopluscanada) November 8, 2017
A5. To be honest, I could see AMP go two ways:
1) Goes into widespread use by high-frequency publishers and that's it
2) Everyone gets bored of it and it becomes the next Google+ Zombie#semrushchat— Dale Davies 🇨🇽 (@daledavies_me) November 8, 2017
A6: significant uplift of AMP for e-commerce sites, so not just publishers. #semrushchat
— Neil Yeomans (@neil_yeomans) November 8, 2017
A5: AMP is great for latency, but needs specific timely content. We will consume more of this with cute interactive cards.#SEMrushchat
— Viable Operations (@viabledigital) November 8, 2017
A5. Still torn on AMP. It's putting your eggs in Google's basket IMHO.
Just make your site fast & responsive. But Google pushing AMP makes it more likely to dominate SERPs. #semrushchat
— Optimisey (@Optimisey) November 8, 2017
A5. @aleyda says we are going to see many more pages ranking with AMP. Google has invested quite a lot in AMP already, and more functionality will be supported by AMP components. #semrushchat #PUBCON pic.twitter.com/dUHGJwfaXN
— SEMrush (@semrush) November 8, 2017
A5. @JudithLewis says a lot of companies are thinking AMP-first, not even mobile first. AMP is going to become hugely important. #semrushchat #PUBCON pic.twitter.com/6Quev08peD
— SEMrush (@semrush) November 8, 2017
A5. @DamonGochneaur says that as the mobile web gets faster, the impact of AMP might get lower. Mobile-first index will make websites to optimize for page speed! #semrushchat #PUBCON
— SEMrush (@semrush) November 8, 2017
Are there any other SEO questions that bother you? Share them in the comments below!
Make sure to join us on Wednesday as we discuss "Brand Authority as a Ranking Factor" with Jennifer Slegg!
Comments
Either just recently joined or is too shy to say something.
I'm not great with technical things and I've never setup a blog before, but I want to start a blog about some knitting that I do and eventually hook this up to my Etsy store or Shopify store. I read a lot that wordpress is a good choice for beginners. So I bought a pre-made blog from https://www.stepbystepblogging.com. But now I'm kind of regretting buying it because I wonder if buying a "premade" blog isn't such a good idea. It has articles already written for me, but I wonder if people have already used these articles. Would this hurt my SEO to have duplicate content? Do you think I should continue using this or just start from scratch? And does this seem like a scam to you?
Either just recently joined or is too shy to say something.
[link removed by moderator] I have been trying to audit the site to know what and what is wrong? the site was actually ranking during the first 3 months but since I move to a new host that when all the problem started with my SEO. if I Post it usually index on Google Search but is not ranking.
what can I do please, any advice?
Getting here is not easy at all!
An experienced member who is always happy to help.
Either just recently joined or is too shy to say something.
My SEO Question is:
With Penguin filtering out negative impacts of most bad backlinks, when can you be sure that Disavowing a backlink won't accidentally negatively impact you? Is there ever a "sure thing" when it comes to when to disavow?
Getting here is not easy at all!
Either just recently joined or is too shy to say something.
some one advice me to continue the link building so i don't no the one to choose right now.