Friday, July 12, 2013

Why You Might Be Losing Rankings to Pages with Fewer Links, Worse Targeting, and Poor Content

Most of us have a pretty good sense for the best ways to improve our search rankings, including earning links, targeting the people who search for us, and making sure our sites contain high-quality content. Sometimes, though, we get outranked by sites that clearly have work to do in these areas. In today's Whiteboard Friday, Rand explains some of the reasons why that might happen to you.
For reference, here's a still image of this week's whiteboard:

Transcription from the Above Chart :

Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week, I want to address a question that comes up all the time. I get so much email about this. So many people asking in Q&A, the Moz Q&A, about:

"Why am I losing rankings to a site or page that has fewer links, worse keyword targeting, and/or poor content?" It's usually some combination of these. A lot of times it's fewer links and poor content, or they're not targeting a keyword at all, and their content's terrible. "Why are they outranking me?"

I want to try and address why that might be happening for you, because it's such a common theme. I think, as SEOs and marketers, we're trained to look at the data. We look at who's ranking for chicken coops, and we see these three results, and we go and check. Okay, how many links does this site have? How many links does the page have? What's the page authority? What's the domain authority? What does the anchor text look like? Is it an exact match domain, and maybe it's getting some domain biasing from that, or those kind of things. And then, when we don't see one of those patterns that we're accustomed to, we go, "Why is that happening? What's going on there? I don't understand why I'm seeing this page outrank my page." So I'm going to try and address those.

First off, let's understand the basics of what's going on in rankings, because there are multiple things. First off, domain based features. So it could be that MNN, which I think is Mother Nature Network maybe it has a very powerful domain, or not as powerful a domain, in terms of domain authority and trust and those kind of things.

There are page based features. This is like the content of the page and the keywords that it's targeting and how it's doing that, as well as the content experience on the page and the links that are coming to the page. The individual URL, not the domain broadly.

Then there are listing based features, meaning: Have they done a good job of making this a very compelling thing for a user to click? We've certainly seen examples of where making a more compelling snippet has actually boosted people's rankings as more people click it, and Google is seeing that searcher behavior, and now they're saying, "Oh well, if so many people like this result and they're scrolling down to find it, then we should probably be bumping it up."
Of course, there are secondary benefits to that, which is the more people who click your listing, the more people you get exposed to, and the more links you can earn, and all those kinds of second order benefits.

But it's not just these things, or it is these things, but it's also a bunch of different inputs that can be affecting these, and so I'm going to walk you through some of those.
What I really like asking is, "When we're being outranked, where do we have

weaknesses that the other listings have strengths?" I think this is a common way of going about this, but it's not always numeric. It's not always quantitative. Sometimes it's qualitative, and sometimes you have to ask yourself tough questions.

Do I have a poor listing or a poor snippet? Is this something where, out of all the listings on here, someone would want to click mine more than anything else? That's a copywriting challenge, it's a creativity challenge, and it's a empathy challenge. We want to be inside people's heads. If we were to go and get a room full of a hundred people who performed a search for chicken coops, and we asked them, "What would make you click on a listing? What would inspire you to say, 'Wow, that's what I want to see.'"

A lot of time it might be something like this............
For more info visit:  goo.gl/c9Tpp

Friday, January 11, 2013

How to Choose Good PPC Campaign Management Services for Your Online Business?



When we talk about PPC campaign management we need to understand some important facts. The most important one is that we are paying for all the clicks that are generated. This is why we want every click to be as efficient as possible and we want to gain the biggest profit that we can with the smallest amount of money invested. The truth is that if we do not know what we are doing we can lose a lot of money. That is why we need to work with very good PPC campaign management services in order to gain the biggest profits possible.
In order to choose the best PPC campaign management service for your personal online business you will need to see proof that the company can deliver. This is usually done through a portfolio. In the event that the company does not have a portfolio you will need to ask for a test to be performed. This basically means that you will pay a small amount in order to see what the company can do. By doing this they can prove that they are the right company for you. If you notice that the company does not want to do a test and will not show you a portfolio then you need to look for a different one.
A good way to make sure that you choose good PPC campaign management services for your online business is to talk with people that have hired them in the past. You can sometimes find reviews of companies by simply looking online. For extra details you can directly contact people that worked with them. By doing this you will see exactly if they managed to deliver on what was promised or not.
Sometimes it is also a good idea to see if the company is willing to offer some sort of guarantee that results are going to be reached. You will not get the money that you used to pay for the actual advertisements back but you can receive the money that you paid the company through a money back guarantee that you put into the contract that you sign. This allows for security and if the company agrees to such a stipulation then they are confident that they can get the work done properly.
Most people will first look at the price that they have to pay and will settle for the cheapest service. Be careful when thinking like that! Just because a service is cheap does not mean that the quality is high. Sometimes it is better to pay extra in order to get guaranteed and fast results. Also, keep in mind that a good company that has a lot of experience will charge more because of the fact that they can also bring you more profits. After all, you are actually paying them out of the profits that they are making for you. In this case, if they give you more profit then it is only logical that you pay them more for their services.