About Nancy Wigal

Nancy Wigal has been a Master SEO Trainer with Search Engine Academy since 2009. Nancy teaches SEO in the Washington DC metropolitan area, and provides SEO consulting services, as well as Information Architecture (IA) support for new and existing websites. Join her on Google+

New Google Plus Look & Feel Review #SEO NEWS

Good day, my fellow SEO warriors! Some of us here at Search Engine Academy are getting into Google Plus in a big way! Two days ago, good old Google made some changes to the dashboard, look and feel to our G+ pages and profiles. Take a look below:

New Google Plus dashboard look & feel

Your default is multiple columns, and from what I’m reading, many folks are putting their streams back to a single column. I get that; this is a little overwhelming and is causing me vertigo.  In the upper left of this screen shot, you can see that your cue for new items in your stream(s) is quite different. It’s a little bit like Facebook.You have to click the little blue wheel to see new items in your stream.

If you don’t like it, click on this icon in the upper right hand corner and go back to a single stream:

Change your G+ stream layout

Did you also notice your profile picture is bigger? Whatever happened to Google saying they want more content above the fold? Sure aren’t following here!

You have some new features for your photos in Google Plus. You have what’s called “auto enhance” and “auto awesome.” Auto enhance lets you improve photo quality by tweaking contrast, brightness and other elements to make your photo better before uploading. The good folks at Google I/O came out with this explanation for you to consider:

Sometimes we’ll create a brand new image based on a set of photos in your library. For example: if you upload a sequence of photos, we’ll try and animate them automatically. Or if you send us a few family portraits, we’ll find everyone’s best smile, and stitch them together into a single shot. Likewise with panoramas, filmstrips, and a whole lot more. We call these kinds of enhancements Auto Awesome.

Google Plus is also adding hash tags that they feel are appropriate to items in your stream. If you click on the hash tag, you can see content related to what you post. I really like this, because I think it represents an opportunity to have your content show up more times. Thank you G+!

Hash tags can be automatically added in Google Plus

There are a few new changes to Google Hangouts that I think are going to improve user experience. If you get an invite or someone from your circles sends you a message about a hangout, you no longer have to accept the request first. Good for Google eliminating one click! Do you use Google Voice? If so, you can now take calls on your Google voice number while you’re in a Hangout, on Gmail, Google Plus and the Hangouts app in Google Chrome.

We’ll be incorporating these new features and benefits in our SEO training on day four of All Things Google.

What do you think of the new Google Plus? Let us know in the comments.

As always, I care about ya, my fellow SEO peep, so keep it between the ditches!

All the best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

Keeping Up With SEO News – 11 Great Sources

Howdy ho, my SEO friends! Peeps want to know how those of us who are part of Search Engine Academy keep up with SEO news. I’d like to share my resources with you.

SEO changes every day, it seems. It can be challenging to keep up with what’s going on. I usually spend about an hour to two hours each day, combing the blogs and reading about what’s new, hot and happening. All’s you have to do is go dark or get off the grid for about a day, and the next thing you know, SEO processes and strategies you’ve been doing are suddenly black hat SEO or just obsolete, ugh!

So here’s my trusted, preferred sources that keep me up to date on SEO:

  • Google Analytics Blog – here’s where you can learn all about the newest features and benefits of Google Analytics. They do a great job of explaining changes and updates, and how to best use them.
  • Google Webmaster Central Blog – everything that your Google Webmaster Tools touches upon can be found here. Updates, discussions and new features are posted.
  • Google’s Chief Anti-Spam Engineer Matt Cutts – I really like this one. Matt humanizes himself to us by talking about his 30 day challenges he likes to implement in his life, as well as all things anti-spam that are being addressed by Google.
  • Search Engine Guide – lots of good stuff about brand building, local SEO, PPC, link building, keywords and more.
  • Search Engine Journal – lots of guest writers share their knowledge and information about ranking, Facebook, Google manual penalties, digital marketing strategies and so much more.
  • Search Engine Land – my favorite, and probably most every other SEOer’s on the planet. I absolutely trust Danny Sullivan and the guest bloggers who happily give away valuable information, processes and strategies to boost my SEO knowledge on link building, blogging, keyword research and content marketing.
  • Search Engine RoundtableBarry Schwartz is a great, great SEO guy. I depend upon Barry to be the one of the first, if not the first SEOer to break news about Google updates. He’s busy combing webmaster forums and keeps his ear to the ground better than any other SEO writer I follow.
  • Search Engine Watch – these guys are great. The guest writers are experts in link building, local SEO, mobile SEO, PPC and so much more SEO news and happenings.
  • SEO By The Sea – if you want to keep up with Google patent filings, Bill Slawski is the man. He’s staked out his niche in reporting and analyzing Google patents, as well as basic SEO functions that are timeless. Bill writes in a very easy to understand style.
  • SEOMoz – I love this site for their famous “Whiteboard Friday” feature, as well as the interesting news and content about the ups and downs of clients, enterprise SEO, being an in-house SEOer vs. freelance, as well as great posts on content management.
  • Webmaster World – from YouTube to code to social to hardware and more, subscribe to these guys and get a well-rounded perspective on things that support your SEO efforts.

So there you have it! What are your favorite SEO blogs or writers that aren’t mentioned here? Let me know in your comments.

Until next time, keep it between the ditches!

Best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

My Journey Into Pay Per Click Campaign Management

Good day my SEO comrades! How are you? I want to get more people into Search Engine Academy training so they can do their own SEO, or manage their organization’s SEO contract.

I’ve been running Search Engine Academy Washington DC for over three years now, and I’ve decided to get help with my pay per click campaign management for an upcoming Google Adwords experiment I’m going to run. I’m finally comfortable that I can augment my organic search results with a PPC component.

I thought it would make a great blog post series to record and share my journey with you all as an online diary of sorts. Depending upon how this works out, I may use these posts and articles as a case study by the end of this year.

At any rate, the PPC journey starts with not a single step, but an idea. My wonderful SEO colleague, Steve Chafe, is a PPC expert. I am not, so I have Steve onboard as my SEO PPC consultant to create, implement, test and make a successful Google Adwords campaign. We first starting talking about me hiring him to help me do PPC the right way about two months ago. We bounced some ideas back and forth about the scope, who we would target, and how we would write the ads.

We started out by simply brainstorming what the parameters would be. Initially, we discussed at least three campaigns that target each of the three Search Engine Academy courses – the two day basic, the three day advanced, and the five day master SEO training classes, but we also decided we would segment and display these campaigns according the target audiences I want to hit:

  • Marketing/Communications personnel
  • Internet/Affiliate marketers
  • Career changers

Steve and I talked about the different types of landing pages we would need to create. I see multiples of each course for the different target audiences:

  • Marketing and Communications – any of the three courses
  • Internet/Affiliate marketers – also any of the three SEO training classes
  • Career changers – the five day master SEO course

Steve analyzed my website and sketched out some major changes to my template, which make sense. Up to this point, we’d been corresponding by email or phone.

We finally got our schedules to line up, and did an online meeting. Steve is a great idea partner – in some ways, he’s like the older brother I wished I’d had. We teach a module on creativity and SEO in our two day basic course, and as we had our online meeting, I saw exactly how it works, because we got some new ideas by bouncing some crazy stuff off one another.

I told Steve I have developed some custom SEO training packages for web content writers and PR professionals. Steve got pretty jazzed up and brought up something I hadn’t thought about – the big push towards content marketing. See how creativity works? I was stoked!

Long story short, we are going to develop a mini-site that’s stripped down to offer SEO training and certification for several target audiences. We bought a domain name, moved it to Steve’s server, and discussed Information Architecture and possible wireframes. My homework is to complete the IA and wireframes.

Steve’s going to set up Google Analytics and Google Webmaster tools. Now, we are going to refine our root keyword list and he’s going to the Adwords keyword research tool and dig out some groups of keyword phrases.

I’ll update you late next week or the week after on my journey. By sharing my own experience with you, I hope you’ll see how doing a lot of upfront work and research can increase your chances of PPC success.

Until next time, keep it between the ditches, umkay?!

All the best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

A Google Penguin Update Is Imminent – Are You Ready?

Hey there, SEO warriors! Search Engine Academy, like so many others, has found out a Google Penguin update is coming sometime soon. Twitter deets:

Notice Of Google Penguin Update Via Twitter From Matt Cutts

 

Search Engine Land and Search Engine Watch first reported the Penguin update last week.

Let’s refresh our brains as to what the Google Penguin algorithm feature is all about. When Penguin was released on April 24, 2012, it was mainly designed to penalize sites with spammy linking schemes that consisted of taking a high-traffic keyword, creating thousands and thousands of links with the phrase in the anchor text, then parking those links on hundreds of sites. In other words, keyword stuffing in anchor text link on really scummy, spammy link farms with little domain diversity.

OK, you’re level set on what Penguin is about, and now we know it’s a-coming. Is there anything you can do to get ready? Glad you asked, because yes, there are a few things you can start checking to see if you’re possibly in line to nailed. Let’s go over them quickly, so you can get your butt to work, if need be.

Do a link profile analysis on your sites and your client’s websites. Take whatever tool makes you happy – Open Site Explorer, Xenu, SEO SpyGlass – whichever, and get the inbound back links for each of your sites. Google Webmaster Tools is also a great resource to review them. Dump the results in a spreadsheet, and sort them such that you can see two main things:

  • Anchor Text Diversity
  • Link Domain Diversity

What do we mean by these? First, make sure your anchor text is predominantly the company, business name and/or branding. Exact keyword phrases should be de-emphasized, and the majority of your anchor text should reflect the company or business name and branding.  Note the percentages and if you need to contact sites to get new, branded anchor text for your links, right now this very minute is the time to start. Seriously.

As far as link domain diversity is concerned, look at the domains. Do you have a lot of links from the same domain, or just a few domains? Do any of them look suspicious or spammy? Does anything really weird or off-kilter stand out to you? If so, make a note of those domains. If you find any, you need to contact the site immediately and get the links removed. If you can’t get a response, you may want to consider the Google Link Disavow tool.

Got it? OK, if need be, get cracking. Good luck! As soon as I hear more, I’ll post another article about it. As RuPaul says, “Good luck, and don’t frog it up!”

Keep it between the ditches and be safe!

All the best to you,

 

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Search Engine Optimization Advantages

Good day, my wonderful SEO friends! Search Engine Academy likes to talk about search engine optimization advantages because people who have websites that don’t show up anywhere in Google search results are unhappy people, and the world does not need more unhappy people, there are enough already, thank you very much!

So…What Are The Search Engine Optimization Advantages?

Glad you asked. Here are a few for you ponder while pouring a beer, for example:

  • If you apply SEO to your site, you’re conducting due diligence by not leaving search results visibility to chance. You may feel like it’s an exercise in futility, but if you didn’t do it…you’d be on page 347 of search results. Really.
  • You’re giving the search engine crawlers the information they need to rank and index your site.
  • You’ve crafted really nice, unique meta titles and descriptions to encourage a higher click through rate (CTR), which makes Google happy, because if your CTR for pages increases, you could well end up getting more Google love by being pushed up higher in the SERPs.
  • You’ve busted your hind parts writing great, useful, unique content that your competitor didn’t bother with. People would rather read your pages, so take THAT, Mr. Competition!
  • You hack away diligently at trying to find good link partners, because you know Google places so much emphasis on links. Sure, it hurts to slog away, but you know the price to pay if you don’t at least TRY.
  • You’ve taken the time to map out your site structure, to make it user-friendly and easy for your most important content to be within one or two clicks by your target audience, congratulations!
  • As much as you may hate and detest it, you’re blogging. You know the big G (Google, not the U.S. government) loves fresh new content as much as your readers do, so you turn to and crank out blog posts. I’m so with you.
  • Because you’re a local business, you’ve taken the extra time and energy to apply local SEO processes and strategies to get better rankings for local search queries.

Since you know a lot about SEO, you also apply it to your social media efforts, like Twitter, Facebook, LinkedIn, Google Plus and all the others that are floating out there in cyber space.

There are plenty more search engine optimization advantages. I’ve only listed a few that are very obvious. What else do you do for SEO on your site?

Until next time, keep it between the ditches and get home safe!

All the best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

Link Building Campaign Woes – SEO Rant

Good day, my SEO heroes! Link building campaign strategies are just one of the many things we teach at Search Engine Academy.

I also do client work, and I want to share something with you about trying to find link partners for my clients that just leaves my mouth hanging to the floor.

First off, we know that Google Penguin has drastically changed the way we build links. It’s slower than ever, and each link won is like fighting an epic and legendary battle with everything we’ve got in our arsenal.

Doing a careful link analysis and tailoring a very individual request for a link takes more time than ever, and yet, this is the way it’s got to be done in the brave new post-Penguin world. So be it.

Well, when I do all the above, and given everything else I have to do on any given day, if I crank out five requests per day, I feel good about myself and think that I will have a nice shot of single malt during happy hour at my own hacienda, thank you very much.

So I start getting back some replies (most webmasters just ignore my emails, par for the course), and let me tell you, there is something going on out there with web owners who do not thoroughly read or keep up with Google’s SEO recommended best practices and guidelines. Let me share with you a theme that’s developing, one that I find quite disturbing.

I’m getting back replies along the lines of “yeah, no, I don’t want to trade links with you. I heard Google no longer wants anyone to exchange links or ask for them, so I don’t do that anymore.”

When I got this back, you could have knocked me to the floor. Where in the sweet love of almighty Google did THAT come from? I had to read it multiple times to make sure my eyeballs and glasses weren’t showing me something out of a nightmare. After several readings, some of them out loud to my cats, I realized I was seeing some massive, massive mis-interpretation and/or misinformation.

I mulled over what to do. Should I take time that I really don’t have, expend energy that could be used in a more positive manner (like finding more link partners), attempt to educate someone about the truth (I wasn’t feeling it, really), and tell them what Google Penguin is all about?

No. Not my responsibility.

If these folks choose to follow half-baked information sources, or if they develop this theory in their own fevered brain, who am I to disabuse them?

You may think otherwise of me, but I decided to use my precious time, energy and resources to move on and continue searching for complimentary websites, but I just wanted to share this little nugget of intelligence with you, dear gentle SEO reader.

I hope these folks wake up someday and realize they are hurting their own sites by sitting on the sidelines and avoid building links. Granted, link building is hard, hard, HARD, but you gotta try at least every once in awhile, don’t you think?

Until next time, keep it between the ditches comrades!

All the best,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

Does SEO Matter Anymore To Rank In SERPS?

Howdy ho, my SEO comrades! Search Engine Academy has to answer the question “does SEO matter?” posed constantly. The short answer is yes, SEO does matter. The longer answer is that there’s more than just SEO nowadays to get visbility in the search engine results pages (SERPs).

does SEO matterThe next thing I hear is “well, just exactly how much does SEO matter in the big scheme of things?” I can’t give you a number or percentage; smarter people than me probably have that knowledge on the tip of their tongue, but let’s just say it matters a helluva lot.

Let’s take a look at some fundamental SEO stuff and things that aren’t likely to change anytime soon.

First, doing keyword research – the foundation, the bedrock, the number one step in your SEO journey – is more critical than ever. She who ranks high for multiple keyword phrases shows up higher in SERPs. Besides, if you don’t know the keywords and phrases your target market is plugging into Google, how the hell are you going to show up in their search results?

Creating and optimizing useful, unique meta data – I hope it’s not a news flash to you that taking the time and effort to make butt kicking meta titles and descriptions that match the page content they’re married to is still extremely important. Use your chosen keyword phrase in the title and description tag, try to fit in a call to action, and if local SEO is critical for your business, be sure to include specific geographic information such as a city, state, county, zip code, etc.

Writing high quality, useful, unique, educational content – Google maintains your job is to write for your human reader, not the search engine crawlers. By creating content that stands out and using natural language processing, and taking personalization of search into account, you should stand a good chance of getting good visibility in the SERPs.

Providing a helpful site navigation experience with a user-friendly linking strategy – be sure you sit down and map out your site’s Information Architecture (IA). Make it easy for your target audience to find your most important content quickly. Yes, this is part of SEO.

Provide a site map – I don’t care if your site is only five pages. Make sure the site map is linked on every page. It’s for the human reader and the search engine crawlers.

Even if you’re doing social media, does SEO matter still?

Sure – SEO augments your social media efforts. Can you use a keyword phrase in your social media streams, titles, descriptions or alt tags? Do so!

In particular, if you’re playing around in Google Plus with a personal profile, Google Authorship, Google Community pages and hangouts, it’s to your advantage to use your SEO skills and knowledge to make sure you show up higher in the G+ landscape.

I hope this short diatribe answers the question. I realize there are fads, that strategies come and go, or are turned upside down by algorithm and ranking changes like Google Penguin and Panda, but through all the changes, SEO still comes out on the other side as being necessary.

Until next time, keep it between the ditches, and if you’ve got some basic SEO to do your site, why not go ahead and knock it out, then measure the results?

All the best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

Digital Marketing Strategy & SEO Integration

Here at Search Engine Academy, while we teach search engine optimization (SEO), we also realize that a digital marketing strategy augments the SEO that’s done for a business product or service.  So, SEO comrade…have you worked with a digital marketing agency?

I had the privilege of providing contract SEO services to a digital marketing firm last year, and it was an experience I wouldn’t trade for anything.

Digital marketing & SEOIf you’re an SEOer who hasn’t participated in an integrated marketing effort, I recommend you find an opportunity to participate in a digital marketing program or project. You’ll be a better SEO professional for the experience. Here’s why:

You’ll realize that optimizing a website is just one step to get traffic and visibility. While search engine visibility is critical, it’s not the only way you should rely on getting conversions for your products and services. There’s email, newsletters, white papers, videos and podcasts that are just as valuable for attracting your target market. I was amazed at how fast we could get better results in the SERPs by doing multiple marketing strategies.

You’re part of a team that gets results. Sure, doing effective SEO yields results over time. But I was amazed at how quickly more prospects could be made aware of products and services when a team effort was done in a short period of time to jump start a marketing campaign. I’m talking about mere days, not weeks or months.

You’ll learn how other marketing processes and strategies work. Once you realize the possibilities, you’ll be able to share this knowledge with future clients and colleagues. Sharing this information builds relationships, which can lead to business partnerships!

You’ll see how to adjust your SEO strategy on the fly. Since we’re talking hours, you’ll be directed to do adjust or fine tune your SEO efforts for landing pages. You’ll see how making small changes can make a big difference for conversions.

You’ll have a chance to teach marketing professionals how search engine optimization works. Don’t assume all marketing pros understand SEO like you do. This is your chance to show them how critical SEO is to the overall marketing goals and objectives. I had a chance to teach web copy writers how to optimize their drafts with a chosen keyword phrase. They loved it!

You’ll learn about new business verticals. If you’ve been working with certain business verticals on your own, this is a chance to understand new industries, which could broaden your SEO portfolio. There’s nothing wrong with understanding multiple business verticals to get you more business.

Digital marketing includes blogs, email campaigns, PPC, webinars, podcasts and more. You’ll have a chance to apply SEO to all of these elements.

So, if you’re out and about, business networking, and you meet a representative from a digital marketing agency, make friends with her and learn more about what her agency needs. You never know – they might just need a sharp SEOer like yourself!

Until next time, keep it between the ditches!

All the best to you,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!

Good Search Engine Optimization Experts Don’t Make Promises They Can’t Keep

Not only I do I teach SEO for Search Engine Academy, but I also provide search engine optimization (SEO) support services. One of the fastest ways I disqualify potential clients is if they ask me “How long will it take you to get me on page one of Google?

I try to hang up faster than a starving man let loose on an all-you-can-eat buffet.

Good Search Engine Optimization pros tell the truthThose are kinds of clients who end up being pains in the assets, because they never stop with the questions that require answers that go into gray hat or black hat SEO.

Back in my old ‘hood in the District of Columbia, there was a saying you’d hear quite a lot. I’ve cleaned it up to publish here, and it goes like this: Don’t let your mouth write a check that your hind parts can’t cash. I’m sure you can guess how it really goes.

And so I say to you, those who are interested in SEO: A good SEO specialist/consultant won’t make promises they know they can’t keep.

  • A promise like “I’ll always get you ranked on page 1, position 1 in Google.”
  • A promise like “You’ll never drop in search engine rankings or traffic.”
  • A promise like “I’ll buy you buttloads of links and that’ll keep you in the top of search results.”
  • A promise like “We’ll write up lots of articles and submit them everywhere!”

Good SEOers know the line never just goes to the right and up without interruption. They know it’s normal to see some roller coaster tracks going across the screen. They understand that demand for keyword phrases may come and go, and that they always have to be researching phrases to create new content.

Good SEO consultants and specialists know that link building is a slow grind. If you can get one or two good links every once in awhile, count yourself lucky.

Good SEOers understand that Google and the client’s competition always changes, so they also keep changing and updating the client’s site.

Good SEO peeps understand that a new business just starting out can’t expect to rank for single keywords or phrases that are just a couple words long. They know the long tail keyword strategy applied diligently to many content pages will get the client’s site boosted in the SERPs.

So which one are you? Do you make a promise you can’t keep, or do you gently and lovingly tell the client or prospect the truth?

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Use Long Tail Keywords To Avoid Frustration in Rankings #SEO

When it comes to suggesting long tail keywords, one of the most common issues we Search Engine Academy associates run into when advising clients or teaching students is they want to use the shorter, very popular phrases. Invariably, they want to use highly popular, very saturated single words or two-word phrases that are common in their business.

Use long tail keywords to rank faster in the SERPsNot that there’s anything wrong with wanting to use those words, except that their competition, which may well be national or international companies have already hijacked the search engine results pages (SERPs) for those words. I ask these folks how many years they have to be patient in ranking for these phrases. Almost all of them tell me they aren’t thinking in years, but weeks.

Well, I hate to bust their bubble (OK, I really don’t mind!), but when I show them round figures for the number of searches vs. the number of competing webpages (hundreds vs. millions), they get discouraged.

Long tail keywords are low hanging fruit. They may have very healthy search demand, and a low number of competing web pages. It’s so much less work to target phrases that may be very exact to rank higher. Once you’ve mastered some of these longer phrases, then you can go after the high demand phrases, but don’t expect miracles right away.

Long tail keywords may reflect exactly what’s on your website. If the phrase “mens hightop black basketball shoes” matches one of your products, why not use that phrase instead of “basketball shoes?” For one thing, anyone who types in that phrase and lands on your page is ready to buy. In a few short clicks, they’ve found what they want, and you make a sale! Isn’t that what it’s all about?

Or suppose you sell and install project accounting software. Think about the related concepts and phrases that support project accounting software. It just might be that you find a few long tail keywords that are easier to target and boost your pages faster in showing up higher in the SERPs!

Granted, it takes a little work to create copy around a long tail keyword phrase. But you can also look at it as an opportunity to create highly relevant, very useful content that just happens to line up nicely with Google’s guidelines on quality content. If you look at it in this light, then you’re going to be in compliance more often with Google webmaster recommendations. In turn, this lessens the chances you’ll get hammered with Google Penguin or Panda updates.

So, you’ll sleep better at night, knowing you don’t have to obsess over if you’re doing “white hat SEO” or not. You can use that energy for other things like creating more great content, participating in social media platforms to build relationships with prospects and get more sales.

So the next time you’re presented with long tail keywords, think of them as an advantage over your competition!

Until next time…keep it in the ditches!

All the best,

Learn about in-person, hands-on SEO workshop with one of our expert trainers!