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Search Engine Optimisation

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Sourced from appPicker

Just like a website needs optimisation to rank higher in search engines, so do mobile apps. New apps are introduced daily in app stores. There are 3.14 million apps in Google Play and 2.09 million apps in the Apple App Store, according to Statista. The exact number can change from a day to another because Apple and Google periodically remove low-quality apps from their stores, but the number of available apps has been steady for a couple of years. With the high number of apps, there is also growing competition. Digital marketers know how important SEO is for a website, and similarly, in the app world, an SEO marketing strategy is vital.

How does Search Engine Optimisation work for mobile apps? Let us explain it to you.

What is mobile app SEO?

Mobile app search engine optimisation upgrades your mobile app to rank higher on a search results page according to keyword searching trends. Similarly, to optimising the content on your website by creating high-quality headings and metadata (on-page SEO strategies), you can work on your mobile app’s content to ensure search engines identify and index it. Google always favours and directs Internet-users towards mobile-friendly websites first and recommends apps related to their searches at the top of search engine results pages.

The latest Google’s mobile-friendly update brought some algorithm changes in mobile devices and SERP, so now mobile-friendly web pages and mobile apps rank higher. Google prefers the apps optimised for mobile searches. It created the search menu to allow users to discover both websites and apps, so it’s crucial to optimise your app if you want it to register traffic and be more visible on the web. Google stated that 40% of mobile users search for new apps directly in app stores, but they have numerous apps for each category, and if you want yours to be more visible and rank higher than your competitors, you need to refine your SEO strategies to help your target public to find your app on the app store.

SEO strategies you should use to rank your mobile app higher in SERPs

Keyword research

All SEO strategies rely on keyword research. Keywords are search queries that help people discover the information, products, or services they’re looking for. Search engines use them to match the search with the best results. Websites and mobile apps use keywords to reach their target audience, and the more relevant keywords they include in their content, the more relevant they are for search engines and the public looking for an app like yours.

When you do keyword research, start by analysing your competitions and the keywords they use to attract users. When you have a list of keywords they include in their content, use a keyword rank checker to determine how well they rank. These keywords are your digital marketing strategy’s foundation.

Optimise your app’s name, title, and URL

You need to help search engines discover your app, so use the most searched keywords in the app name, title, and URL. Pick a name that highlights what it offers. When you use keywords in its name and title, you make it easier for users to determine if they need it, and allow search engines to discover it, and suggest it to users who’re looking for something similar. Search engines discover easier apps with optimised names, titles, and URLs and list them higher in search pages.

The app title should include the keyword with the greatest amount of search traffic. Undertake thorough keyword research before picking a keyword to add to your app’s title because you cannot change it as often as the ranks change. Pick an app title that shares your brand’s values and goals because as the app begins to gain ratings and visibility, word of mouth increases, and it gets easier to promote it. You should make it easy for users to find your app by searching for the name or title.

Implement app indexing

App indexing helps your mobile app appear on Google search results together with websites. This feature allows search engines to crawl and index the app as they do with websites. It helps you reach a wider public who is looking for the kind of features your app provides. The benefit of app indexing is that people can find your app when searching for informative content. This means that your mobile app can generate more traffic, register more downloads, and reach even audiences outside the app store.

Build quality backlinks

Backlinks are essential tools for a successful digital marketing campaign because they help Google determine if a website is trustworthy and reliable. When other credible sources recommend your app, they tell Google it’s legit and that it can list it as a suggestion in search results. The first step in creating quality backlinks is to add the app’s link on your official website. Then create a digital marketing strategy that implies collaborating with other reliable websites that talk about your app and help you build quality backlinks. Ensure that only websites with a good domain authority send links to your app. Otherwise, this strategy can negatively impact your rankings.

Monitor and measure SEO

A well-crafted SEO strategy can help your mobile app rank higher on search engines and within app store searches. Before you establish what strategies you want to employ, use a tool like rankchecker to identify its position in search engine results. After you optimise the app, monitor its evolution and measure the results because search engine optimisation is a continuous work that implies fine-tuning the content and metadata regularly. Create engaging content to describe the app’s features and benefits and include snippets from the app to help the users picture what they get if they install it. Ensure that metadata is up-to-date and text it on different operating systems to identify any bugs that can impact the user’s experience.

Optimising your mobile app is essential to make it more visible to your target public. If you neglect SEO, it doesn’t matter how good its features are because it’s invisible in the app store.

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Search engine optimization can seem like an alien concept to those unfamiliar with it, and one of the biggest struggles for marketers tasked with adopting search engine marketing is explaining the concept to a boss or client who is brand new to SEO.

There’s no doubt that SEO is a complex and ever-evolving marketing process – so how do you go about communicating how it works and why it’s important?

Here are three actionable tips professionals can use to explain SEO to their boss or client.

Tell them it’s about humans, not bots

When someone dives into SEO for the first time, they might feel intimidated by the mention of search bots and algorithms, and wonder why these things are being favored over marketing to real humans.

But the thing is, SEO is for humans.

Google uses bots and algorithms to help humans discover content most valuable to them, and we, in-turn, need to create human-friendly experiences and content to succeed.

Tell your boss or client that by adopting SEO strategies, they’ll also be working on giving their customers a better experience with their brand or business, which is always a positive step.

Provide simple examples of SEO techniques

Link profiles, algorithm updates, on-page and off-page ranking factors, metadata, keywords, semantic search. These things might all make sense to you, but it’s nonsense to the uninitiated. Don’t hit your boss or client with a bunch of technical terms. Instead, go back to basics, such as:

“When a website links to your own, it helps Google to know what your site is about and that it has useful information.

“Google looks at the actual words on a web page, as well as information built into your site that can’t be seen by human users, to understand what the page is about.”

“Keywords are words or phrases humans type into Google to find what they’re looking for on the web.”

Break everything down into simple, accessible concepts, which not only explain what it is, but why it works.

As their knowledge grows, you’ll find it easier to describe the more complex aspects of SEO to them.

Give them a brief history

For those of us who’ve worked in the industry for some time, it’s easy to understand the value of SEO because we’ve been a part of it while it has evolved. We understand the purpose behind new algorithm changes and can appreciate why some SEO tactics are more valuable than others. For someone without this knowledge, it can be more difficult to wrap their head around why and how SEO works.

Bubblegum Search have created this short, sharp interactive timeline on the history of SEO, and it’s the perfect place for beginners to get up to speed on why SEO exists and how it has grown into what it is today.

history of SEO

 

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Sourced from SEOJURY.

When was the last time you checked out page three of Google search results?

That’s right – never!

The majority of users never even go to page two, let alone beyond that. This is why every website owner’s dream is to get to the top of the Google search results.

New search engine optimisation (SEO) strategies are being developed constantly, and the rules of SEO keep changing. This can make it difficult for those new to SEO to keep up with the developments in this area and figure out what the best SEO strategy for their website is.

While the history of SEO starts over a decade ago, we still see millions of people searching for “SEO” every month, which means that there are still plenty of confusing things about SEO that most users are struggling to understand.

This is why we bring you this informative infographic about 16 things we still struggle to understand about SEO. Here are just some of the interesting SEO facts you’ll find in the graphic:

1.What is SEO?

SEO stands for Search Engine Optimisation and it refers to a process of getting web traffic from the “free”, “organic”, “editorial”, or “natural” search results on search engines like Google. The more organic traffic a website or a web page gets, the higher its visibility on the search engine.

The fact that Google’s top 5 results get 75% of the clicks is the reason SEO is so important for almost every kind of business these days. Since most users never go beyond page one when googling a certain term, websites that never make it to the top of the search result list have much lower chances of expanding their audience reach.

This is why SEO has become such a lucrative business and why so many marketing graduates are choosing SEO as their career. The SEO industry is worth a whopping $65 billion, and it doesn’t look like it will stop growing soon.

2.  What Is The Difference Between Off Page and On Page Optimisation?

You’ve probably come across the terms ‘on page and off page optimisation’ quite a few times before, so do you know what is the difference between on page and off page SEO?

The main difference is that on page optimisation is internal and needs a constant revision of one’s own website to drive more traffic, while off page optimisation is external and relies on other web pages to improve a website or blog’s visibility. This means that off page SEO deals with link building factors.

One important aspect of on page SEO is meta descriptions – 160 character snippets that sum up the content of a website. 99% of the top 10 websites use meta descriptions as part of their optimisation strategy.

Another key factor of search engine optimisation is the page load time: nearly half of target audiences (47%) expect websites to load in 2 seconds or less.

3. How Long Will It Take to Get Rankings?

While a top search engine ranking is not something you get overnight – only 5.7% of all newly published pages will get to Google Top 10 within a year — it’s not impossible to achieve.

If you want your website to climb to the very top, you’ll need to put in quite a lot of time and effort to create quality content, publish multiple weekly blog posts, and build links regularly. All of this can take anywhere between 2 to 6 months while getting more substantial results can even take up to 12 months.

On a research sample of 20,000 URLs from pages that were published in 2016, the average amount of time it took a page to reach their top position was 3.39 months.

What you can do to speed up your way to the top

Creating fresh content is crucial for keeping your website alive and well. Think of updating website content as watering a plant – the moment you stop doing it, it withers and dies. As long as you keep your content fresh, your website will flourish, and you’ll improve your chances of getting to the top of the search engine results.

Check the recent Google updates frequently, since changes to Google’s algorithms can affect your SEO rankings. Google changes its algorithms often, so you always need to be on the top of new trends if you want to master the art of SEO.

Tracking your organic traffic can help you figure out if your SEO strategy is going in the right direction. If you don’t keep track of how much traffic you gain or lose in a month, you won’t know if you’re doing something wrong that’s stopping you from climbing to the top.

Doing keyword research is one of the most important aspects of every successful SEO strategy. If you want to get more organic traffic and improve your SEO rankings, you need to do careful research and pick keywords that users are most likely to search for when looking for your type of product or service.

Investing in link building, in the long run, is one of the surest ways to increase your website’s visibility and improve your rankings. Keep in mind though that link building is as much about quality as it is about quantity. Having lots of links is great, but you also want to make sure you get your links from high-quality websites.

Check your website speed from time to time to make sure your page isn’t lagging, since even a 1-second delay can cause your website to lose traffic and automatically lower your search engine position.

Knowing your position on PageRank — Google’s algorithm used for ranking websites – can help you understand how well your website rates among the competitors.

Building quality backlinks is a proven way to get to the top of Google search result faster. The more quality backlinks you have, the higher your popularity. Don’t wait too long to start building backlinks – 1.8 months after you publish your content is the optimum time.

To find the rest of the 16 SEO facts we still struggle to understand, take a look at this comprehensive infographic.

Sourced from SEOJURY.

To cut a long story short, what used to work wonders back in the old days just doesn’t anymore.

But the good news is that, at its core, the goals and basic tenets of SEO haven’t changed. Sure, some tactics and best practices may be different, but SEO is still about connecting your brand with your target audience by increasing your search rankings.

Perhaps the best way to describe new school  SEO is that it’s about optimising for real people instead of search engines. But then again, this school of thought has already existed even in the old days of SEO.

So, how do you know which practices to avoid, and which ones you should be spending more time and resources on? Here are a few key differences between old and new SEO, which should tell you everything about the kind approach to take when marketing.

Today’s SEO is About Engaging Customers, Not Just Rankings

In the past, the thrust behind SEO was to focus on a few keywords and trying to rank for them on the search engine results pages (SERPs). Some search marketers believed that it didn’t matter how you did it, as long as you managed to grab and keep top rankings on Google.

However, Google’s Penguin and Panda updates saw to it that marketers could no longer game the system with link farming and keyword spamming.

Today, SEO is about managing your brand’s reputation, and making people want to interact with your brand by spreading quality content about your products and services.

For law firms, this means creating content that attracts your target audience and nurturing them until they become your actual clients. If you have this down pat, your rankings should improve through organic sharing/mentions, and natural linking across the internet.

To put it simply, SEO is now rooted in traditional marketing and public relations, in that you’re trying to build your law firm’s authority through reputation management and savvy PR.

Keywords are Still Important, But They’re Not the Only Thing Going On

Anyone who’s been engaged in SEO before 2011 knows that for many years, the industry was always focused on one thing: keywords.

In the past, search marketers would focus on just one major keyword, hinging all their efforts on getting ranked for that specific search term, and only that term.

But as search engines continue to get smarter, the goal is now to think of what search engine users think and want when typing into the search engine. This has given rise to semantic SEO, which focuses on keyword intent and long tail keywords.

For law firms, this means the days of gaming Google with keywords are over, with the context behind searches now being taken into account when showing search results. In turn, this means your content has to be top notch and relevant in order to generate traffic and improve your site’s rankings.

Relevance will be the primary factor affecting how effective your website content is. This will be both a challenge and opportunity for providers of legal services, possibly requiring them to change their website content and marketing campaigns. But it can also place you in a prime position to beat your competitors in the SERPs.

Read more on semantic search here

Content for People, Not Search Engines

Although the concept behind using content to increase search engine rankings was to create content for readers, search marketers nevertheless deviated from its intended purpose.

In the old days, SEO was focused on creating content that would rank on the search engine results pages. This meant that keywords and keyword density took precedence before the actual quality of the content. And so, you had marketers flooding private blog networks with poor-quality and sometimes even plagiarised content stuffed with target keywords.

But Google’s Panda update pretty much put that practice to an end, forcing marketers to realise that content needs to be written for people, as it was always intended.

Focus on creating content assets that are not only relevant, but also educate and solve target audience problems.

Read my blog post content for people not for bots

Link Building Should Be Natural and Earned

To be fair, everyone knew what the best practices for link building were, even in the old days of SEO. Search marketers were already aware of black hat link building and that it was pretty much a way to trick search engines into increasing their rankings.

That didn’t stop many people from building links the shady way though. It was all about jamming as many links into content assets whenever possible, and posting them on as many websites as they could. It was pretty much open season for search marketers, which made postings on discussion forms and social bookmarking sites so popular.

But such questionable practices never had a chance of lasting, and so after Panda and Penguin, the only way to build links without suffering penalties is to do it the right way, as everyone should. In other words, links have to be natural and earned.

A link should be the result of forming a relationship between your law firm’s site and a relevant and authoritative party. Of course, there’s no rule prohibiting you from posting on forums and social bookmarking sites like Pinterest or Tumblr, but you should still be very selective on the sites you choose to avoid any penalties.

Make sure you are keeping up with search engines and observing best practices when creating and executing a strategy. Most of these changes aren’t actual changes in best practices per se, because they’ve actually been recommended since the early days of SEO—so it shouldn’t be too much of an adjustment if you’ve always put your audience first in your SEO efforts.

Still, it’s important to be fluid with your SEO methods and be ready to adapt to trends and changes when they benefit your marketing efforts.

Qamar Zaman is a renowned national SEO expert for lawyers. With his office based in Dallas, Qamar Zaman specialises in conversion rate optimisation for law firms. He works with all types of law firms and helps them get improve ROI without increasing more on marketing cost.