Frequently questions for SEO - Jacky Yuan | Digital Marketing Consultant
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Frequently questions for SEO

  1. Concept of inbound marketing in terms of its benefits over traditional marketing and how the three elements of inbound marketing work together. 

Inbound marketing refers to marketing activities that bring visitors in, rather than having to go out to get prospects’ attention. Inbound marketing creates the moment of relevance when potential buyers looking for your product/service. Communication in traditional marketing is a one-way direction using print ads, tv ads, cold robot calling, trade shows, mass e-mail, direct mails to reach potential customers. Apparently, communication in the inbound marketing is interactive and customers come to find you. The inbound markets provide value to customers and seek to educate.

There are three elements of inbound marketing. They are content, SEO, social media. Before we implement our inbound marketing strategies, we need to truly understand how the three basic core elements support your strategies. Creating an online presence by developing online content to attract and convert qualified leads is a core tactic of inbound marketing.

SEO(search): No rank, No traffic. It sounds crucial. Sadly, it is true. Usually, SERP in first page receive 91.5% of web traffic. If you would like to deliver your content to your audience, you need to optimize your website content based on users’ search terms. You may also combine some PPC campaigns to get some keywords ideas and ensure you appear on the SERP.

Content Marketing: What is the things to attract your customers eventually? The Content. Types of content could be blog posts, case study, video tutorial, presentations and e-books, which help you to educate, interact and inspire your audience.

Social Media: So, right now, you create your great content. It is time to share them through social media platform like Facebook, Instagram and Pinterest to reach your target audience. Promote your content is crucial to your whole inbound marketing strategy because it helps your audience easier to discover your content.

  1. Difference between optimizing for search engines and optimizing for searchers.    

The difference between optimizing for search engines and optimizing for searchers: Optimizing for search engines is technical and narrower than optimizing for searchers. In contract, optimizing for searcher includes UI design, readable content, which is much broader and more holistic.

What are the goals of search engines vs. searchers? Obviously, optimizing for search engines is about optimizing for Google bots. For example, you need to optimize robots.txt, meta data and create a meaningful sitemap. Optimizing for searchers is only for human, which content and user experience take the dominant place.

Where is optimizing for search engines vs. searchers separate issues?

  • Only Optimizing for search engines may ignore user experience or human audience. Bad/Aggressive SEO Strategies may include invisible text, keywords studding, unclear or hard-read content.
  • Only optimizing for searchers may ignore search engine robots. For example, optimizing for searchers has issues like search pagination which may make easier for users to read but it may have potential risk of duplicate content in search engine. In that case, you may use SEO technique to rel-canonical that page.

Overlap: SEO attempts by employing effort into content marketing(Searchers) and optimize for searchers apply SEO techniques in its application. In other words, SEO create demands and content marketing fulfill those requirements.

According to search engine rules, we should optimize for both human and search engine bots. Strategies include providing relevant content, well-labeled images, relevant links and references, user friendly, well written content, compliant HTML, relevant and unique page titles.

When they do overlap, should you prioritize search engines or searchers? : Personally, I believe they always overlap if you an awesome SEO marketer. Why? Because they like brother and sister, dad and mom, they need each other. They should integrate instead of separating. I would like to prioritize them both. For example, if you want to rank a blog. You will need keywords for SEO, your content which is made for searchers using those keywords you want to rank in search engine. If they lose each other, SEO and Content marketing will both fail unless we integrate them.

SEO Techniques:

  • The defamation of Contextual keywords is nearest neighbors in language embedding space are closely related semantically.

I would like to explain to clients that since contextual keywords fill gaps in visitor’s knowledge, Google will look for content signals that a page will fulfill all of a searcher’s needs. For example, a blog about New York that doesn’t mention Brooklyn or Syracuse may not be very comprehensive for Google and users.

  • What are orphan pages? Can orphan pages be found by search engines (and, if so, how)?

An orphan page is a kind of page that not linked by another pages in your website, which means that cannot be reached from other pages on the site. The only way orphan pages could be found by search engine is the page is linked externally.