Political SEO: Common Mistakes Campaigns Make On Facebook

This post is largely a repost from New Media Campaigns.  Its spot on and I couldn’t say it better.  Some additional recommendations I’ve made for political candidates and their campaigns are included in:

Political SEO and Articles Politically Tagged the main article I have on this is Political SEO: SEO Tips For Political Campaign Websites

William Henry Harrison is the imagery I wanted you to consider when thinking about your social media and mistakes that could be made. As President of the United States he wasted no time in his inaugural address to deliver in detail his long plans for the country.  Speaking uncovered in torrential rains history blame’s his death on the blunder of talking so long in a downpour.  The end of a politician due to his messaging is the image I give you.

messaging kills politician

messaging kills politician

Top Mistakes Made In Social Media By Candidates

1. Not promoting it

The first tip is super-straightforward, but it is so important yet so often overlooked that it is worth mentioning first.  Once you create a Facebook page it needs to be promoted for voters and supporters to ever find it. Add a link to the page wherever you can online, including the campaign website, Twitter account, and Youtube video descriptions. Additionally, promote the page offline in places like on direct mail, campaign literature, TV ads, and in a candidate’s stump speeches.

Targeting Facebook ads to voters and potential supporters can also be tremendously cost-effective, so use some of the money budgeted for online ads (you are, right?) to promote the page.

2. Setting up a personal profile for a campaign

This is very basic, but I still see many campaigns get this wrong. Campaigns should be using a page, not a personal profile for a candidate.

3. Having both a personal profile and a page for a candidate

Facebook Profile and Page

Facebook Profile and Page

It’s the year 2012 and most people are on Facebook, including many candidates. Additionally, many candidates have been on Facebook for years now and accumulated quite a few friends. So the question often pops up on what should be done with a personal profile while a campaign is going on. It’s best to simply hide the personal one through the duration of the campaign so voters don’t get confused trying to decide which place to connect.

4. Profile Blunders

Many voters will be introduced to you for the very first time on social media. In many cases, they’ll be going to your profile as a starting point to learn more about you. Be sure you’re not making any of these basic errors:

  • Incomplete Profile: Fill everything out! If there is a description field, be sure to use it. If there’s space for your website, use it. If there’s space for any information, use it! Not only is it important to take advantage of the real estate these social networks give you, but incomplete profiles may sometimes leave the impression that you’re lazy, sloppy, or incompetent.
  • Missing Networks: All campaigns, most especially small ones, need to be extremely judicious with their resources. If you’re going to use a social network, you must commit to it. Failing to do so will leave a very poor impression. However, I strongly encourage you to at least register the same user name on every single social network possible. You don’t have to use it, but it will prevent squatters, trolls, and opponents from making mischief with them.
  • Wrong Image Sizes: Using images can be complicated. Most social networks now have both a profile picture and a banner image. These are both very different sizes and aspect ratios. It’s important to use an image with the proper aspect ratio in each circumstance. Most profile images are square, so attempting to use a logo or picture that’s very wide or very tall will not look right.

5. Neglecting to set up a vanity Facebook url (and as soon as possible)

Facebook Username

Facebook Username

As soon as a page hits a certain level of “likes” (currently 25), a personalized url can be set up for the page that makes it much easier to remember. For instance, the default url for your page will look something like: http://www.facebook.com/pages/Bob-Smithford/143854752232314.

A personalized Facebook url allows it to be a much simpler: http://www.facebook.com/bobsmithford.

Also, while this isn’t always possible, ideally this should be the same as your domain and usernames for every social network you are on. For example, take the Obama campaign: the domain name is barackobama.com, the Facebook url is facebook.com/barackobama, the Twitter username is @barackobama,  and the Youtube username is BarackObama. Keeping a name the same across platforms makes it much easier for supporters to find the pages.

6. Promoting a page on print and TV with just an icon instead of a url

On the web you can simply click an icon and it will take you to the website — but you can’t do this with a postcard or TV ad, so including a url is import so supporters can find a candidate’s Facebook page.

Good

Good

In the same way that you wouldn’t add an icon of a website and tell people to go there without mentioning the url, don’t only add a Facebook icon and expect people to find it on their own. Use the personalized url set up for your page and include that on any print or video pieces the campaign puts out.

Good

Good

7. Never looking at Facebook Insights

Facebook demographics

Facebook demographics

I’ve often found campaigns don’t realize the wealth of information they have access to through the Insights tab on a for the Facebook page. There a wide range of data that can provide insights things like:

  • the demographic makeup of those who “like” a page
  • the best times for posting and the most interacted with type of posts
  • the number of people reached through a post
  • number of interactions with a post
  • how many times a Facebook page has been viewed

8. Not setting up a custom landing tab

Facebook allows a tab other than the wall to be designated as the first tab visitors will see that visit a Facebook page and are not yet fans.  Facebook also gives us the ability to customize a tab specifically how we want it. By combining these two options, campaigns have a great opportunity to convert interested voters into supporters and supporters into donors, volunteers, and more. By default, visitors are shown the wall of a page.

As an example, take a look at how Mitt Romney’s landing tab is currently set up. While there is more to it than is probably necessary, it includes valuable elements like an email signup, donation call to action, and more information for voters on why Romney should be President.

Another example is the signup shown on Elizabeth Warren’s Facebook page:

9. Auto-posting tweets to Facebook

Facebook and Twitter may both be social networks, but both are different from each other in how best to use them. Many campaigns are tempted to autopost tweets from a campaign Twitter account to a Facebook page (or vice versa), but doing doing so removes the ability to customize messaging for the platform.

There many reasons not to do this, but here are a few:

  • Facebook allows more characters than Twitter, so it makes sense to take advantage of that and use when necessary
  • Facebook gives users the ability to attach links, videos, and picture with a status update. This is lost when autoposting
  • It looks lazy to voters
  • There’s a good chance a campaign will not notice and consequently not respond to any comments people may leave on the Facebook update
  • It’s much more likely that you will inadvertently barrage users with too many status updates because Twitter is set up for more frequent updates than Facebook

10. Using the Facebook page to dump press releases and official statements

Keep the press releases and official statements to the reporters and customize your message with a more personal feel for people on Facebook. Press releases are boring, so resist the urge to directly post these to a page. If you do, don’t expect fans to actually want to read what is posted. Instead post pictures, videos, and shorter messages that people will actually look at.

Compare North Carolina Governor Bev Perdue’s Facebook page to Florida Governor Rick Scott’s Facebook page. Which do you find more interesting?

Perdue FB

Perdue FB

Scott FB

Scott FB

11. Adding the position sought to the candidate’s Facebook page title

This is something I know other people disagree with, but I strongly believe that the title for a Facebook page should only be the candidate’s name and nothing more. For example, use “Frank Miller” instead of “Frank Miller for Springfield City Council” because once Frank Miller gets elected, he will want to keep using the Facebook page but the “for Springfield City Council” will no longer be correct. Alternatively, if Frank loses and runs for mayor in two years, the previous page will no longer be able to be used and the campaign will have to start from scratch again.

Facebook doesn’t allow changing a page title if there are over 100 likes, and it’s an awful feeling when you realize the page you worked hard to build to hundreds or thousands of fans is no longer able to be used because the title is incorrect. Keep it simple and stick with solely the candidate’s name — in the long run you will be glad.

12. Twitter Chats, a.k.a. The Online “Kick Me” Sign

Don’t. Ever. Just say no to Twitter chats. You are absolutely falling for the online version of someone hanging a “Kick Me” sign on your back. It invites all of the opponents and trolls on to your timeline and hands them a golden opportunity to counter your arguments and cast you in a negative light.

If you’re not familiar with the term “Twitter chat,” they’re a public, online conversation that uses Twitter hashtags to ask questions and solicit answers. Users can search for the Twitter tag and see all of the comments from any Twitter user who wishes to jump into the conversation.

While this example is a company and not a political candidate, a recent Twitter chat hosted by women’s clothing apparel-maker Lane Bryant illustrates some of the dangers

13. Flaming Out

If you decide to engage on a social media channel, make sure you understand the time commitment and then stick to it An abandoned social media account forces people to wonder why. Did you suspend your campaign? Did your social media coordinator quit? Are you running out of money? Did you plan poorly? Whether or not they’re the case, you don’t want any of those questions even crossing a voter’s mind.

14. Be Sociable

The word “social” in social media is really important. Think about it for a second. It’s a term we use so frequently, it’s easy to stop thinking about the meaning of the words. The whole point is to be social and communicate with the public.

The first rule of being sociable is responsiveness. Rightly or wrongly, people expect fast responses on social media. If you’re a candidate for local office, you will likely have voters asking you questions directly on social media. Be sure to answer them all and answer them as quickly as possible.

And if you’re going to be a political candidate using social media, be prepared for negative comments. It comes with the territory. But when we say “be prepared,” we mean be prepared to respond, not to censor. It’s natural to feel like you need to keep your account positive, but if word gets around that you’re deleting negative comments, you’re going to be perceived as thin-skinned and/or a weak leader. If possible, try to assemble a rapid response team of friends, family, and volunteers to respond positively to negative comments.

Keeping these 14 rules of political campaigns and social media will help you whether you’re running for dog catcher or president.  Remember just like we’re taught to dress for the job you want, you should campaign for the office you want.

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Political SEO: Common Mistakes Campaigns Make On Facebook

Which 2020 Candidates Have The Most In Common … On Twitter?

The 2020 Democratic presidential candidates use Twitter like an earlier generation of politicians may have used a soapbox: to announce policy plans, solicit donations, marshal their supporters and criticize the current administration.

Each of these candidates is speaking to his or her own virtual village square. But how many people spend time in more than one village? How much overlap is there between, say, Elizabeth Warren’s audience and Bernie Sanders’s? And which candidates are most often associated with one another, based on their Twitter followers?

Twitter isn’t real life, of course; it’s an often-ridiculous short-burst social network that is decidedly not representative of the electorate at large. But it’s still a slice of life. The people following candidates on Twitter are those who want to receive a steady stream of information about at least part of the 2020 campaign. Understanding how that tribe operates can tell us something about an influential slice of the electorate.

So off our web-scraper went, dredging up every follower of the 20 Democratic presidential candidates who FiveThirtyEight considered “major” in early May, when we ran our script.9 The result was a data set with almost 20 million entries, which you can download on GitHub.

This data reveals the obvious, such as raw follower counts. It also reveals more subtle trends, such as which candidates’ followers are loyal, which cast a broad net, which seem to have a similar appeal and which apparently have nothing in common.

For starters, here are the candidates ranked by the share of their followers who don’t follow any other 2020 Democratic candidate.

Candidates whose followers are loyal only to them

Share of each 2020 candidate’s followers who don’t follow any other candidates

Account
FOLLOWERS
Exclusive FOLLOWERS
@marwilliamson 2,610,335
74.8%
@BernieSanders 9,254,423
63.2
@Hickenlooper 144,816
56.3
@CoryBooker 4,246,252
52.5
@JoeBiden 3,558,333
43.8
@AndrewYang 267,897
43.4
@TulsiGabbard 349,443
34.7
@BetoORourke 1,424,745
26.5
@amyklobuchar 692,985
24.0
@PeteButtigieg 1,033,834
23.7
@SenGillibrand 1,410,303
23.3
@KamalaHarris 2,640,072
22.3
@JulianCastro 212,582
21.4
@sethmoulton 138,450
20.1
@JayInslee 51,504
19.0
@ewarren 2,486,101
16.4
@TimRyan 20,080
15.6
@JohnDelaney 20,266
12.9
@MichaelBennet 21,053
11.7
@ericswalwell 84,415
9.2

Among candidates who were considered “major” by FiveThirtyEight as of May 8. Follower lists for each candidate’s primary accounts (according to a CSPAN Twitter list) were scraped from May 8-15, except for @Hickenlooper, which was scraped on June 6 to correct a coding error.

Almost three-quarters of the people who follow Marianne Williamson — a “spiritual and inspirational author, lecturer, non-profit activist,” per her Twitter bio — don’t follow any other Democratic candidate, putting them in a loyalty class all their own. Similarly, of the over 9 million people who follow Bernie Sanders, almost two-thirds follow no other candidate.

The 2.5 million people who follow Elizabeth Warren, on the other hand, are more gregarious — 84 percent of them follow at least one of her Democratic rivals. Ditto the 2.6 million people who follow Kamala Harris, 78 percent of whom also follow another candidate.

Digging a little deeper into the follower interaction information, we can find out, for example, which other candidates Warren’s followers are paying attention to. The Venn diagrams below try to answer that question, showing the overlap in followers between every candidate who had more than 500,000 followers in early May.

This chart reveals relatively large intersections between followers of Sanders and Warren, who share progressive policy platforms; between followers of Pete Buttigieg and Beto O’Rourke, who are both young, male and white; and between Harris and other major female candidates such as Warren, Kirsten Gillibrand and Amy Klobuchar.

Follower overlap patterns seem to share some similarities with Democrats’ vote preferences, too. Morning Consult has been tracking voters’ second-choice candidates, and according to the latest poll, respondents who planned to vote for Warren said their top backup choices were Harris and Sanders. Similarly, on Twitter, 60 percent of Warren’s followers also follow Sanders, and 37 percent each follow Harris and Biden — her largest overlap groups.

With some simple calculations, we can look past the sheer size of each Twitter overlap and get a sense for which pairs of candidates share some quality (ideology, Twitter skills, who knows) that makes them appeal to the same people. Theoretically, people could be following multiple presidential candidates at random, but that’s not how Twitter really works — if one account speaks to my interests, I’m likely to be interested in similar accounts.

To figure out which candidates are getting paired up more often than we’d expect based on chance alone, we rely on a number that data miners call “lift,” which is the ratio of how many followers a pair actually has to how many followers we’d expect them to have based solely on their individual Twitter popularity.10 For example, say we have 100 total Twitter users, and 50 of them follow Sanders while 10 of them follow Warren. If the reasons that a person followed Sanders had nothing to do with the reasons they followed Warren, we’d expect the overlap between the two to be five users. If it turns out that 10 users follow both Warren and Sanders, then we have a lift value of two (twice as many as expected), which means we can speculate that the two candidates share some quality that appeals to the same people. If only one user follows both, then we have a lift of 0.2 (one-fifth as many as expected), and we would suspect that there’s something about each candidate that drives away some people who follow the other candidate.

In the chart below, candidate pairs are organized by lift value, so those above the dotted line have more followers in common than you’d expect by chance while those below the line have fewer.

Some of the pairs that float above the line on this chart also stood out in the Venn diagrams, such as Harris and Warren, Harris and Gillibrand and O’Rourke and Buttigieg. O’Rourke and Julian Castro also have a relatively large overlap, perhaps because they’re both from Texas. The small dots at the very top capture overlaps that are tens of times larger than we’d expect to see if the candidates’ appeals to followers were unrelated. That’s probably because users who follow one lesser-known candidate such as Michael Bennet or John Delaney are likely to be highly engaged in the race and follow the other candidates as well. For example, the average Delaney follower also follows more than six other Democratic candidates.

The chart also reveals the candidate pairs who are not followed together. Williamson appears in most of these pairs, but the combination of Sanders and Booker also sinks to the bottom; their follower overlap is about half the size of what we’d expect given their individual popularity.

Twitter is just one front on which the fight for the Democratic nomination is being waged, but it does provide some insight into how candidates are using social media and who is listening. Democrats are, after all, looking for a candidate who can beat President Trump, who redefined how we view Silicon Valley’s little blue bird.

We want to hear how you’re using this data! If you find anything interesting, please let us know. Send your projects to @guswez or @ollie.

Dhrumil Mehta and Julia Wolfe contributed research.

WordPress site modifications and On Page SEO – Upwork

You have either clicked on this page or more likely you clicked on a link to our site or a sub-site that is no longer active. We want to help you find the resource you were after, below is every article on this site by category and tag. The site’s pages are available through the top navigation menu also. To access the sites home page just click Ultimate SEO, to contact us or submit a support ticket choose Support in the top navigation bar.

This page should help you get to what you wanted fast.  The last 5 posts are listed, under that every post is listed.  You can list posts by author, title or category using the drop down box. To display specific categories use the sidebar categories section. You may also search the site from the sidebar. Finally a tag cloud lists topics and keywords, you can select a tag and all articles with that tag will be displayed.

Our FAQ section is also a worth while visit for SEO tips and tricks.

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Technical SEO Expert for Top Level Domain Name Change – Upwork

You have either clicked on this page or more likely you clicked on a link to our site or a sub-site that is no longer active. We want to help you find the resource you were after, below is every article on this site by category and tag. The site’s pages are available through the top navigation menu also. To access the sites home page just click Ultimate SEO, to contact us or submit a support ticket choose Support in the top navigation bar.

This page should help you get to what you wanted fast.  The last 5 posts are listed, under that every post is listed.  You can list posts by author, title or category using the drop down box. To display specific categories use the sidebar categories section. You may also search the site from the sidebar. Finally a tag cloud lists topics and keywords, you can select a tag and all articles with that tag will be displayed.

Our FAQ section is also a worth while visit for SEO tips and tricks.

5 Last Posts

Find Posts By Category

Group by:

301

Affiliate Programs

Analytics

Anchor Text

Audits

Backlinks

Case Studies

Client Sites

Cloud

Cloud Computing

Cloud502

Cloudflare

CPC

Data

data management

Data Studio

Deleted Domains

Digital Ocean

Directory

Domain

Domain authority

Domain rank

Election 2018

Expired domains

External RSS

Featured

General

Good SEO Practices

Google Ads

Google Cloud

Google cloud platform

Google Data Studio

Google Search Console

Guest posts

Hosting

Images

JavaScript SEO

Keyword ranking

Keywords

Link building

Louisville seo

Matthew Leffler

My Opinion

News

Offsite

Organic search

Pbn 2019

Pbns

Php

Political SEO

PPC – Adwords

Private Blog Networks

Ranking

Ransomlinks

Redirect

Referring Domains

Rss

Security

Seo audit

SEO factor

Seo guide

SEO Jobs

Seo porn

Seo strategy

SEO Tools

SEO Trends

SEO Visualization

Site Updates

Social Media

Strategy

Technical SEO

Ultimate SEO

Ultimateseo.net

Uncategorized

Upwork

Video SEO

Web Design

Web Development

WHM – cPanel

WordPress

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Creating A PBN Network Part 4: The Site Needs A Story

Creating a PBN or Private Blog Network is likely more difficult that just focusing on your content and the value it offers visitors. In this post we’ll examine what you need to have on the site and how it should be structured.

In previous posts we’ve discussed:

Creating A Private Blog Network: PBNs In 2019 For SEO

PBNs 2019 – Domain Detailing – Picking Expired Domains And 301 Redirects

Auto Posting Across Social Media Platforms – IFTTT – Buffer.com

Domain Name Register – PBNs In Mind – Namesilo.com

Every Site Needs A Backstory

Because every organic real site has one. If you decide before you create the site what it is and who made it then you’ll be able to create a site that will serve your PBN well. I’ve made site’s as if it were a school assignment in music and communication, or I’ve built a medical conference site that happened years ago but continues to update it’s site with follow up articles. I’ve built news magazine sites that promise to focus on local news that matters. Each site has an intended audience and justifies its existence.

Be creative and shake up the site’s purpose, play with the name. One site I had was aidusa.website I built a site seeking international aid for the USA because of the state of politics and our national debt. I noted our poverty levels, healthcare challenges and violence on the streets. It kinda made some sense after you look at it. That site could easily then harbor a backlink for a charity, healthcare site, legal site or a news site.

Regularly Updates

If you own one site and its this site your building you’re going to update it at least every month right? Its something you’re passionate about and you’ll find the regular updates will attract regular visits from search engines. This doesn’t scale well when we think about 10 sites or 100 sites … 1000 sites. You’ll need to read up on our Auto Blogging ideas in another article that we posted a while back.

Link Placement

Avoid … just don’t … place a link in the header or the footer or the sidebar of the site to another site. Your main “real” site doesn’t do that I bet. Why would this site? Keep money links to your target site in content. Define your site with anchor text that is relevant to the keywords you are pursuing.

Who’s Behind The Site And The Ability To Contact Them

I know what your favorite word is … or at least statistically speaking I do. It is your name. Humans love to talk about themselves and they like to take credit for something they’ve done. Websites aren’t much different.

So it looks odd when a site gives no information about the person or group behind it. The About Us section is important and just like on your money site or the important site … you need a means to contact the owner. A simple contact form or link to a twitter account is needed here. You don’t have to create email accounts on all the sites but you would be smart to create an email forwarder for the domain to one central account.

Social Media Presence

Your money site has the ability for people to share content on social media. It likely has 5, 6 maybe more social media accounts tied to it. Your PBN site likely should have something too. Use IFTTT or Buffer.com to automate the social media presence but make sure there is one.

Make a customized logo for each site.

Technical PBN Stuff Here

Dont setup a Google Analytics or Search Engine property on the same account that you use for your main account.

Have a seperate IP address or use a different host company for your various sites. Register your domain names on several registrar sites and use their nameservers or Cloudflare. It’s fine to build a template site with plugins and pages ready to be migrated onto a new domain and setup but make sure you vary them. Different themes, plugins, structure … experiment here and there, don’t install Yoast on everyone, use something different.

In the end patterns are what break us, or forgetting what we’d do if this was our only site. Be organic….and have a backstory.

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Creating A PBN Network Part 4: The Site Needs A Story

Hiring An SEO? Hear From Google What SEOs Do

Hire An SEO

This Google video “How to hire an SEO” isn’t new but it’s to the point and vital to setting expectations.  I encourage both SEOs and clients to watch this video and learn what Google says you should look for in an SEO.

How to hire an SEO

[embedded content]
Transcript
hi I’m Maile Ohye and I work with Google
search I like to share advice to help
you hire a useful SEO and prevent hiring
a bad SEO one who you might pay a lot of
money without positive results or even
worse one who implements shady practices
on your website that result in a
reduction in search rankings SEO stands
for search engine optimization – some
SEO seems like black magic having worked
with Google search for over a decade
what I’ve learned is that first it’s not
black magic and second if you want
long-term success
there aren’t any quick magical tricks
that an SEO will provide so that your
site ranks number one it’s important to
note that an SEO potential is only as
high as the quality of your business or
website so successful SEO helps your
website put your best foot forward so
that it ranks appropriately in the spot
where an unbiased potential customer
would expect your site to be seen
a successful SEO also looks to improve
the entire searcher experience from
search results to clicking on your
website and potentially converting a
good SEO will recommend best practices
for a search friendly site from basic
things like descriptive page titles for
a blog or small business to more complex
things like language markup for a
multilingual global site SEO is ensure
that you’re serving your online
customers a good experience especially
those coming from a search engine and
that your site is helpful whether
they’re using a desktop computer or
mobile phone in most cases the SEO will
need four months to a year to help your
business first implement improvements
and then see potential benefit my
strongest advice when working with an
SEO is to request if they corroborate
their recommendation with a documented
statement from Google either in a Help
Center article video or Google a
response in a forum that supports both
one the SEO description of the issue
that needs to be improved to help with
ranking and to the approach they
prescribed to accomplishing this
tasks requesting these two bits of
information will help prevent hiring a
poor SEO who might otherwise convince
you to do useless things like add more
words to the keyword meta tag or by
links because if you search for google
advice on this topic you’d see blog
posts and videos from us that clearly
explain that adding keywords to the meta
tag wouldn’t help furthermore while
google uses links for page rank our
documentation highlights that we
strongly advise against the approach of
buying links for the purpose of
increasing page rank one basic rule is
that in a majority of cases doing what’s
good for SEO is also doing what’s good
for your online customers things like
having a mobile-friendly website good
navigation and building a great brand
additionally if you’re a more
established brand with complicated
legacy systems then good search friendly
best practices likely involved paying
off some of your site’s technical debt
such as updating your infrastructure so
that your website is agile and able to
implement features faster in the long
term if you own a small local business
you can probably do the initial work
yourself check out our 30-minute video
series on how to build an online
presence for your local business now if
you still believe you want to hire an
SEO here’s a general process one conduct
a two way interview with your potential
SEO check that they seem generally
interested in you and your business to
check their references three act four
and you’ll probably have to pay for a
technical and search audit 4 decide if
you want to hire let’s break this down
and start with step 1 conduct a two-way
interview in the interview here are some
things to look for a good SEO doesn’t
focus only on search engine ranking but
how they can help your business so they
should ask questions like what makes
your business content and/or service
unique and therefore valuable to
customers they want to know this
information to make sure it’s
highlighted on your website for your
current and potential new audience
– what does your common customer look
like and how do they currently find your
website 3 how does your business make
money and how can search help for what
other channels are you using offline
advertising social networks 5 who are
your competitors what do they do well
online and potentially offline if the
SEO doesn’t seem interested in learning
about your business from a holistic
standpoint look elsewhere it’s difficult
to do good SEO without knowing about a
business’s goals their customers and
other existing marketing efforts SEO
should complement your existing work the
second step in hiring an SEO is to check
references if your potential SEO
provides prior clients be sure to check
their references you want to hear from
past clients that the SEO was able to
provide useful guidance and worked
effectively with their developers
designers UX researchers and our
marketers a good SEO should feel like
someone you can work with learn from
experiment with and who generally cares
about you and your business not just
getting your site the highest rank as
ultimately those techniques rarely last
long if they work at all they’ll want to
educate you and your staff on how search
engines work so that SEO becomes part of
your general business operations step 3
is to request a technical and search
audit if you trust your SEO candidate
give them restricted view not full or
right access to your Google search
console data and even your analytics
data before they actually modify
anything on your website have them
conduct a technical and search audit to
give you a prioritized list of what they
think should be improved for SEO if
you’re a larger business you can hire
multiple SEO to run audits and
prioritize improvements see what each
has to say and then determine who you
could work with the best in the audit
the SEO should prioritize improvements
with a structure like one the issue to
the suggested improvement 3 an estimate
on the overall investment in other words
the time energy or money it would take
for your developers to implement the
improvement and for Google search as
well as searchers and customers to
recognize the improvement the SEO will
need to talk with your developers to
better understand what technical
constraints may exist for the estimated
positive business impact the impact
might be a ranking improvement that will
lead to more visitors and conversions or
perhaps the positive impact comes from a
back-end change that cleans up your site
and helps your brand be more agile in
the future five a plan of how to iterate
and improve on the implementation or
perhaps how to experiment and fail fast
should the results not meet expectations
that covers the structure of the
technical and search audit now let’s
talk about each of these audits
individually in the technical audit your
SEO should be able to review your site
for issues related to internal linking
crawl ability URL parameters server
connectivity and response codes to name
some if they mention that your site has
duplicate content problems that need to
be corrected make sure they show you the
specific URLs that are competing for the
same query or that they explained it
should be cleaned up for long term site
health not initial growth I mention this
because lots of duplicate content exists
on web sites and often it’s not a
pressing problem in this search audit
your potential SEO will likely break
down your search queries into categories
like branded and unbranded terms branded
terms are those with your business or
website’s name like a search for Gmail
is a branded term while the search for
email is an unbranded or general keyword
an SEO should make sure that for branded
queries such as Gmail your website is
providing a great experience that allows
customers who know your brand or website
to easily find exactly what they need
and potentially convert they might
recommend improvements that help the
entire searcher experience from what the
searcher sees in search results to when
they click on a result and use your
website for unbranded queries an SEO can
help you
better make sense of the online
competitive landscape they can tell you
things like here are the types of
queries it would make sense for your
business to rank but here’s what your
competition is done and why I think they
rank where they do for instance perhaps
your competition has great reviews
really shareable content or they run a
highly reputable site an SEO will
provide recommendations for how to
improve rankings for these queries and
the entire searcher experience they’ll
introduce ideas like update obsolete
content they might say your site is
suffering because some of your well
ranking content is obsolete has poor
navigation a useless page title or isn’t
mobile-friendly let’s improve these
pages and see if more website visitors
convert and purchase or if they can
micro convert meaning that perhaps they
subscribe or share content improve
internal linking your SEO might say your
site is suffering because some of your
best articles are too far from the
homepage and users would have a hard
time finding it we can better internally
link to your content to feature it more
prominently generate buzz the SEO might
say you have great content but not
enough people know we can try to get
more user interaction and generate buzz
perhaps through social media or business
relationships this will help us attract
more potential customers and perhaps
garner natural links to your site learn
from the competition your SEO might
explain here’s what your competitors do
well
can you reach parity with this and
potentially surpass them in utilities or
can you better show customers your
business’s unique value again a good SEO
will try to prioritize what ideas can
bring your business the most improvement
for the least investment and what
improvements may take more time but help
growth in the long term
once they talk with you and other
members of your team such as developers
or marketers they’ll help your business
forge a path ahead the last thing I want
to mention is that when I talk with SEO
s one of the biggest holdups to
improving away
site isn’t there recommendation but it’s
the business making time to implement
their ideas if you’re not ready to
commit to making SEO improvements while
getting an SEO audit may be helpful make
sure that your entire organization is on
board else your SEO improvements may be
non-existent regardless of who you hire
so that wraps it up thanks for watching
and best of luck to you and your
business

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Hiring An SEO? Hear From Google What SEOs Do

Auto Posting Across Social Media Platforms – IFTTT – Buffer.com

I hate missing out just as much as anyone else.  Its why Ultimate SEO has accounts on Twitter, Facebook, LinkedIn, Tumblr, Pinterest, Flickr, Youtube, Blogger, Instagram, SnapChat and more.  But the only thing worse than not being on a platform is to not appear active on that platform. If someone’s first impression of you or your company is your activity on a forgotten profile it is more damaging than not having been there to begin with.

IFTTT And Buffer

Thats where IFTTT has stepped in and been able to save time while helping to get a message out consistently.  From WordPress IFTTT automatically shares and posts each update to a slew of other sites and until recently its been the most effective means for auto updating social media.  Now that Google+ has ended and with the loss of Gmail applets on IFTTT it may be a good time to look again at social media auto posting techniques.  Recently it appears LinkedIn may have discontinued its connection to IFTTT as well, which is a shame and hurts both LinkedIn and IFTTT.

buffer.com

buffer.com

In researching IFTTT applets Buffer.com came to light.  Its mostly a paid version of what IFTTT did for free but it also includes a free options which allows integration with 3 social media platforms.  In the use case of Ultimate SEO that meant connecting to LinkedIn.  The other two positions going to Facebook and Twitter as those are the powerhouse social media platforms.

Automated Cross Posting In Social Media

My ultimate goal is to fully automate this process and I haven’t yet seen that in Buffer.com but further testing may reveal that an action from IFTTT completes this chain.  Its not enough to be able to post an individual article from one site to all, we need something that checks all sites and then auto publishes what isnt published on others to those sites.

You might think of this daisy chain of social media as if it were a PBN.  It’s a network of separate sites but all you.

I’ll keep you updated on this case study.  At present though IFTTT still appears to be the best auto posting option for social media.  It can start from a sites RSS feed or an integrated service like WordPress then post to a central site such as Blogger which has a lot of versatility due to the number of connections available.

Connectors Applets Or Recipes

Some connections utilized for Ultimate SEO include:

(The WordPress to X recipes are available but I’d recommend making these connections through Blogger where possible for consistency)

Blogger applets

Blogger applets

  • WordPress to Blogger
  • WordPress to Photostream
  • WordPress to Tumblr
  • WordPress to Facebook
  • WordPress to Twitter
  • Blogger to Buffer – this recipe enables the auto posting into LinkedIn
  • Blogger to Flickr
  • Blogger to Pinterest
  • Blogger to Bitly
  • Blogger to Diigo
  • Blogger to Instapaper
  • Blogger to Reddit
  • Blogger to Pocket
  • Blogger to Trello
  • Blogger to Dropbox
  • Blogger to OneNote

It may appear that I love Blogger but its important to have a centralized distribution point.  Consider how easy it would be to accidentally create an auto updating loop if you didn’t have a defined start.  I accidentally created one of these months ago and it was annoying first discovering it and second reviewing where in the chain I was picking up the update I was trying to put down.  So blogger serves in that regard as a check point on redundancy.  I also prefer a secondary site from WordPress.  If after publishing something on WordPress you realized the permalink is too long or something just didn’t look right, you at least have another spot to stop that mistake from going out to everything else.

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https://ultimateseo.org/posting-across-social-media/

Speed: Page Load – Technical SEO Out Ranks Most In Mobile

A Case Study of SEO Metrics And Rank

Here is a recently added FAQ to the Ultimate SEO FAQ section.

Let me show you how important it is….desktop vs mobile search results

desktop vs mobile search results

Why is realtor.com not higher than zumper.com in the mobile search on the right?  Consider these metrics

Realtor.com = Domain Score: 55 Trust Score 58 Alexa Rank 763 Registered 1996 Ads 3,900 Backlinks 57,000,000 Traffic Rank 108

Zumper.com = Domain Score: 37 Trust Score 44 Alexa Rank 17,000 Registered 2004 Ads 0 Backlinks 1,700,000 Traffic Rank 2830

In every metric realtor.com wins, so why is it below Zumper.com on the mobile search?

Site Speed Test on GTMetrix

Realtor.com Fails Speed

site speed

site speed

Zumper.com Passes Speed

page load

page load

So in this example we clearly see a more popular site beaten by a less established site and the single only factor the smaller site did better was speed.  And we cant discount this as … well its only important in mobile.  In case you missed it…

60% of searches are mobile

60% of searches are mobile

Now when we consider the facts above lets also dispel people’s over fascination for keywords and text optimization and position of frequency of words, the content length …. on-site SEO, the SEO of the 1990s as I call it… both sites present the same content to the desktop and mobile versions they just differ wildly in the speed.  What are some of the reasons?  Realtor.com decided to present 16 rows of 3 images of homes to visitors while Zumper shows 4 rows of 1 image …. and then additional rows load as you scroll down.  Lazy Load and 1 image vs 3.  Thats how they keep their requests to about a third of the realtor.com page.

What Are Requests?

I’d suggest you think of requests as if they are shots from a gun at your head.  You need to avoid them!  Less shots is a lot better…

Requests are literally requests of the server before the page can load.  If I make a page with one image on it that is one request.  Lets say I decide to replace that image with a slider with 5 slides, now I have 5 requests … the same page area but that cool feature increases the trips required of a computer to quadruple!  Lets say now I add social media icons to the page … Facebook, Twitter, Instagram, LinkedIn and an email icon …. small and just up in the right corner.  That social media addition just added 5 more requests.  Think about all the things on your page, they don’t all come together in one big Amazon package with a smile…. they are shipped to the computer individually.  Now I have one page with 1 request and another with 10 and the initial difference isn’t much…that slider only displays one image at a time.

Latency And Requests

Servers don’t respond instantly…they take a little while to think and retrieve the requested resource and then it has to travel the distance from the server to your computer…may be at the speed of light, but light still takes time.  This time is called latency.  50 milliseconds is a good latency.

If both servers in the FAQ had a 50 ms latency.  We can assume that the

Realtor.com server will take 50 ms x 301 requests = 15050 ms or 15 seconds

Zumper.com server will take 50 ms x 134 requests = 6700 ms or 6 seconds  

I hope this explains why you want to limit requests, and prioritize speed as much as you focus on keywords.

Ways To Decrease Requests

Do you need separate images?  On ultimateseo.org I wanted to show my COMPTia certifications.  I have 4 icons … I combined them to make one image.   Thats 1/4 the requests but no change in user experience other than a quicker site.

technical certifications

technical certifications

Lazy Load

Lazy Load also helps speed up the initial page load time.  If “below the fold” you have a lot of images on a page … the page needs those images still to finish the load unless you institute lazy load which essentially tells the computer to load an image only when it is coming into view.  This makes sense likely if you have 300 images on the page and plenty of them are scrolled far down….but all in all I’m on the fence on Lazy Load.  I ran speed tests on the homepage of this site with Lazy Load on …. 3 tests results 2.3 seconds, 1.9 seconds and 1.9 seconds.  I turned off lazy load, and reran the test and got 2.3 seconds, 1.9 seconds and 1.7 seconds.  So technically the site loaded faster with Lazy Load off….keep in mind it take a bit of thinking for the server to implement it. This helps speed up a site drastically if there are a ton of images spread vertically…but not much in a normal page.  What are the full implications on SEO when a site is crawled?

Its suggested by “Ask Yoast” that Lazy Load is fine for SEO and the images are rendered as Google scrolls down the page and indexes the content.

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http://ultimateseo.org/tech-seo-mobile-speed/

11 SEO Tips Quick Reference Guide

Read too many blogs explaining the art of disavowing backlinks based on the referring site’s link metrics and now just ready to pull out your hair?  Before you do you may benefit from getting back to the important stuff…the basics:

  1. Focus more on your backlinks than keywords more than you usually do
  2. Have backlinks link to the specific post not the site homepage
  3. Page Speed….seriously….3 second load is the goal.  Over 6 seconds forget about everything else
  4. Every page needs a Title, Description, One H1 Header, And An Image with the Alt-text containing your keyword
  5. Your title should describe your page, in a unique manner that sets this page apart from all the rest
  6. Focus your page content on a specific topic, don’t mix just for length
  7. Make sure your most important pages are within no more than 2 clicks from the homepage, limit the number of links to below 100
  8. Create social media accounts and reference them in your content
  9. Link to at least two external dofollow authoritative sites to your content, as supportive documents
  10. Post no less than once per week…and announce that post in social media with a link to the content
  11. Make use of tags and categories to tie similar content together

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11 SEO Tips Quick Reference Guide

How To Rank Your Site On Google…Forget the Keywords

Ultimate SEO

Well don’t totally forget the keywords but I think if you spend more than 5 minutes on keywords you’re going to be pretty surprised by some purported data I stumbled across.  As you likely know Google uses about 200 factors in determining your sites ranking.  I personally have place a lot of emphasis on speed and backlinks and while I have thought it was important I must admit I didn’t give the social media factor as much attention as I should.

The first big thing to not is that 10.3% of ranking is CTR so if you have ever seen your content just jump up on the rankings and then slowly (or quickly) taper off as time goes its likely that people are clicking on you less and less as you slide below the pages.  Its the single biggest impact.  I feel Google gives you the benefit of doubt at first ranking you higher than average and then they allow people to determine if your site is worth it.  That’s important to consider and similar to conversion rates.

When we take human behavior out we have largely backlinks and social media deciding your ranking ability.  These make sense, if no one is talking about you but they are about your competition and more people click on your competitors site who also has the most backlinks you’re wasting your time trying to get your keywords exactly right in the headers, description and title….they combined contribute a value of 5  where backlinks are over 120.

If you’d like to access the Data Studio report directly you can visit https://datastudio.google.com/open/1lNt4SYd4jrfXWMo9HPKvrj1FWFO0oxG4

If this graphic surprises you it might be a good plan to check out our SEO Store or Upwork Profile.

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https://ultimateseo.org/site-on-google-ranking/