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The meaning of long tail Keywords for SEO and traffic increase

The meaning of long tail Keywords for SEO and traffic increase

Focusing on long-tail keywords is a great SEO tactic. Long-tail keywords are keywords or keyphrases that are more specific – and usually longer – than more commonly used keywords. Long-tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific. They allow you to gradually get more traffic to your site and be found by new and motivated audiences.

A long-tail keyword strategy can really help you out when there’s a lot of competition in your market. Or a lot of competition for the main keywords you want to rank for. That being said, most companies or blogs can benefit from this strategy as it helps you attract visitors with a very specific search intent. Here, I’ll explain what long-tail keywords are and how an understanding of your mission and product can help you set up a long-tail keyword strategy.

What are long-tail keywords?

Long-tail keywords are more specific and less common than other keywords. They focus more on a niche. The term long-tail keyword comes from the book The Long Tail by Chris Anderson (see aside). In this book, Chris Anderson shows that there’s a market for virtually any product. And although this market is really, really small in some cases, the vastness of the internet makes your niche product or blog post profitable nonetheless.

One head theme

Most blogs have one main topic – this is called the head term, or main keyword. For example, mom blogs are usually about family life and food blogs are about eating, restaurants, or recipes. Our blog at Yoast is all about SEO. We even named it SEO blog. So, all of our blog posts are about SEO or SEO related topics.

The main topic or theme of your blog or site is the number one keyword (or keyphrase) you want people to find you for. In our case, that keyword is obviously SEO. Someone with a food blog about homemade Italian food, will probably want to be found on the search term [homemade Italian food]. Making that search term the number one keyphrase of their blog.

Lots of tail topics

However, you can’t optimize all blog posts for the same term [homemade Italian food]. Even if all the blog posts you write are about homemade Italian food. Instead, you should write a whole number of blog posts about all kinds of long-tail variants of your main keyword. In the example of the food blog, you could write about all kinds of delicious things: homemade Italian pasta, homemade Italian salads, homemade Italian pie.

Your blog posts could even be more long tail. You could write about homemade Italian spaghetti bolognese, homemade Italian lasagna, homemade Italian penne carbonara and so on. You will find all of these long-tail keywords when you do proper keyword research. If you come up with a lot of very long focus keywords, you can use the keyphrase length check in our plugin to see whether it’s not too long.

If you optimize your blog post for different long-tail variants, you should link from these blog posts to your more ‘head’ category pages and from these category pages to your most awesome pages: your cornerstone content. Remember: always link from the tail to your head! That way, you show Google what your site structure looks like and which of your pages is most important. Make sure your most amazing pages rank high in Google! Read more about how to do this in our post on internal linking for SEO.

Why focus on long-tail keywords?

It’s much easier to rank for long-tail keywords than for more common keywords because fewer websites compete for high rankings in the result pages of Google. The longer (and more specific) your search terms are, the easier it is to rank for the term. Because of the vastness of the internet, it is easier to find your audience for your particular niche. Focusing on a group of long-tail keywords can result in a great deal of traffic altogether.

Another benefit of focusing on long-tail keywords is that, although these keywords are used less in search, the visitor that finds your website using them is more likely to buy your service or product.

Let’s say I’m looking for a new board game to have some family fun with my kids. I start my search with the term [board games]. After some searching, I quickly discover that I want a board game that’s both suitable for kids and has an educational element to it. My search continues, but now I use the terms [educational board games for kids]. Or when I know I’ll be in Amsterdam this week, I could even make it a local search term: [where to buy educational board games for kids in Amsterdam]. These are both long-tail keywords. Using these keywords, I will find new results that more closely resemble my search intent. The chances of me buying a board game have largely increased by this more specific search.

So, why is your mission important?

First of all, if you want to sell something, you should simply have a good product. And you should be well aware of what your product or website can offer your audience. What makes your product or blog special? If you know and understand this, it will be much easier to make your audience like and buy your stuff. So take some time to think about the uniqueness of your product or blog and write that down.

Perhaps you sell furniture. You offer unique pieces, made with recycled materials and that have a low impact on the environment. Offering quality furniture that helps people reduce their own impact on the environment could be the uniqueness of your service. This is your mission, your niche, this is what you have to offer your audience. Do make sure you write down your mission in words that are used and understood by your audience.

Read more: What is your mission »

Competitiveness of the market

In some markets, it’s really hard to rank. Some markets are just highly competitive, with large companies dominating the search results. These companies have a very large budget to spend on marketing in general and SEO specifically. Ranking in these markets is hard. You will be unable to compete on a small budget in a market like the furniture industry using search terms such as [quality furniture].

However, if you have your mission clear, you should be able to define what makes your product or website stand out from this market. You should be able to find your niche. And you should use YOUR mission in order to start ranking! Taking my example of furniture made with recycled materials would mean that you should focus on the less competitive term [furniture recycled material]. Again, use words that your target audience uses (and avoid difficult terms).

Use your mission to define long-tail keywords

Your mission, in which you make crystal clear what the awesomeness of your product, site or blog is, should be central in choosing the long-tail keywords you want to rank for. The terms you used to describe your mission can be nicely used to focus on in your SEO strategy. These words should be central in the long-tail keywords you aim your website to rank for.

With your mission written down, you’ve already completed the first step of your keyword research. The next step is creating a list of keywords. Try to get into the heads of your audience. What will these people be looking for? What search terms will they use when it comes to your product or site? Thinking of your main topic and head keywords will probably be quite easy, but finding your long-tail keywords may be a bit more challenging. Our plugin can help you with that!

Yoast SEO offers you suggestions for keyphrases related to your focus keyword. This tool is designed to help you use related keyphrases to strengthen your text, but can also be used to help you find those long-tail keywords. When you’re writing a post or page focused on one of the keywords you’ve already thought of, simply click the ‘Get related keyphrases’ button under your focus keyphrase-field. You’ll get a list of suggested related keyphrases that your audience uses, which can also be suitable long-tail keywords:

How I can use yoast woocommerce to earn money on internet

How I can use yoast woocommerce to earn money on internet

With over 250 million users, Pinterest is a platform many online shops cannot ignore. According to the platform, 84% of its users use Pinterest to decide what they should buy next. Whether you have a small business or sell all over the world, Pinterest is the place to invest your time in. Want to start using Pinterest for your business or want to get more out of it? Here, we’ll explain not only how Pinterest works, but also how you get the most out of it. You’ll also find out how the latest schema update of Yoast SEO 11.0 helps you with reaching your goals.

Pinterest explained

Unlike common belief, Pinterest is not a social media platform: it’s a visual search engine. Users browse for ideas, called pins, and go to other websites to read about or buy something. The pins are vertical images with an optimized meta description.

Because Pinterest creates a personal feed for all of its users, it can place your pins in feeds of people who do not know you yet. This is based on the recent search history of your users and based on the people, subjects and boards someone follows. If you like a pin, you can repin it on one of your own boards, which spreads the message even further. So if you optimize your own pins well, it can go viral if it reaches the right audience.

Unlike social media such as Facebook and Twitter, a pin can generate traffic and customers to your website for months to come. It’s actually more common for a pin to generate traffic a few months after you first put it live, as the power of sharing is incredibly important on Pinterest.

Consider it a snowball effect: as your pin gets repinned, Pinterest will learn more about your pin each and every time. It bases this knowledge on the boards it’s placed on, as well as the description the pin has and the kind of people who interact with it. A pin that doesn’t seem popular at first, can suddenly spike a lot of traffic 4 to 6 months after your first placed it online.

Claiming your Pinterest account with Yoast SEO

Pinterest has two types of accounts: personal accounts and business accounts. If you have an eCommerce site, make sure your account is a business account. It’s incredibly easy to do so in only three steps!

  • Log into your account on Pinterest, go to your settings and find the ‘Claim’ option. Here you can insert the URL of your domain.
  • Next, Pinterest will ask you to verify your website. Choose ‘insert HTML-tag’ and copy the code within the content quotes, as displayed below.
Pinterest’s HTML tag to verify your website
  • Go to your website’s dashboard in WordPress and click on SEO in your left-hand menu. Then, click on Social and go to the Pinterest tab. Here, you’ll find a box for the Pinterest confirmation. Paste the code you copied in step 2 here and save the changes.
The Pinterest tab in the Social section of Yoast SEO

You’ve now claimed your website!

The Claim section in Pinterest

The last thing you need to do is to make sure your pins will show up as rich pins. With rich pins, the metadata is shown on the pin itself. This increases engagement as more information is given. To make sure your website is ready for rich pins, follow the steps on the rich pins validator page of Pinterest.

A rich pin, including price, stock and a link to your website, encouraging people to check the product out in your online store.

Product pins: the most important pins for you as a store owner

Pinterest has four kinds of pins:

  1. article pins;
  2. app pins;
  3. product pins;
  4. recipe pins.

We’ll focus on product pins, as these are the kind of pins you need to create as a shop owner. Product pins make it easier for your possible customers to see what you’re selling, how much it costs, whether it’s in stock and more. By providing this information immediately, you’re grabbing the attention of your audience and will drive more traffic to your website.

Yoast WooCommerce SEO and Pinterest

The WooCommerce SEO plugin stitches the Yoast SEO schema output and the WooCommerce schema output together, making sure it’s one, coherent, graph. At the same time, it also enriches the output with several attributes.

This means that, when you own an online store that runs on WooCommerce, you only need the Yoast WooCommerce SEO plugin on top of Yoast SEO to make sure Pinterest can get all relevant information. You just have to install the plugin, we’ll do the rest for you!

The moment you or someone else shares the product on Pinterest, we’ll make sure Pinterest understands it’s a product, what the price is and who the seller is. On top of this, we’ll also explain to Pinterest that the main entity of the page is the product you sell. explained

Implementing structured data properly on your website has always been a hassle. In Yoast SEO 11.0 we made this easier for you: instead of focusing on the technical specifics of your website, you can now focus on selling your product. We’ll focus on the right schema implementation for you! is used to markup productsrecipes, articles and more. Search engines as Google and, of course, Pinterest can read this implementation and present it to their users. On top of this, search engines understand a page or website that has implemented better. Here’s a little story to show how it works.

All in all, is incredibly important for SEO. It will make your website a better search result as it will give your visitors an easier way to pick a result from the list of links.

How I can use Yoast to increase my website traffic

How I can use Yoast to increase my website traffic

Add the Yoast SEO Plugin to Your Website

Have a WordPress website? Great! Download the plugin and add it to your site. You can then update the settings to match your preferences and website.

Be careful which version you select through this process. There is a paid version of the plugin that includes some additional features and support, but the most important features come along with the free version — the version I’ll talk about through the rest of this post.

If your website is on the Wired Impact platform, Yoast SEO should sound pretty familiar. We’ve already set it up with our recommended settings on your website!

Use It to Optimize Your Content

Once your content is written with your human visitors (and a specific keyword) in mind, add your target keyword to the Yoast SEO section below the content editor to get optimizing.

Yoast SEO Plugin

The Yoast SEO plugin includes two sets of recommendations for each page or post: Readability and SEO Analysis. Under each heading, suggestions will be broken out under “Problems” indicating items that must be fixed, “Improvements” indicating items that should be fixed, and “Good results” indicating the things you’re doing well in the content. Click the eye icon beside each recommendation to highlight it within the content.


Check your readability notes first. While the Yoast SEO suggestions won’t be perfect, they’re a good indication of adjustments you can consider to make the content easier to read, especially for online users with short attention spans.

You’ll see notes on the following items:

  • Transition words: Use transition words help your writing flow from one thought to the next.
  • Consecutive sentences: Try not to begin with the same word for multiple sentences in a row.
  • Flesch reading ease: Yoast runs this test on your content to determine how easy it is to understand overall. It’s anchored in the length of the sentences and words. You’ll see a grade of 1-100 with lower scores being more difficult to read.
  • Paragraph length: For online content, keep paragraphs short.
  • Sentence length: Keep your sentences short, too. Long sentences are those over 20 words.
  • Passive voice: Most of your sentences should use active voice for clarity.
  • Subheading distribution: Breaking up your content with subheadings makes it easier for your readers to scan.
Yoast Readability Analysis

SEO Analysis

Then, take a look at the SEO Analysis section for optimization tips.

It will include recommendations on the following items, according to SEO best practices:

  • Internal links: Try to link to other pages within your website from the content.
  • Image alt attributes — Include images within your content and use your focus keyword within the alt text for an image.
  • Text length: Try to use at least 300 words on each page.
  • SEO title width: The SEO title appears in search results and typically includes the page name and your organization name. You can edit this by clicking “Edit Snippet” (within the same section as the meta description).
  • Outbound links: Try to link to resources outside of your website within your content.
  • Keyphrase in introduction: Use your keyword in the first paragraph of your content.
  • Keyphrase length: Generally, the longer your keyword, the fewer competitors you’ll have within search engine results.
  • Keyphrase density: Try to use your keyword phrase at least three times within the content. Yoast SEO may ask you to use it more if you have a longer page.
  • Keyphrase in meta description: Make sure that you’ve included a meta description and used your keyword within that meta description.
  • Meta description length: According to Yoast SEO, the ideal length for meta descriptions is 120-156 characters.
  • Previously used keyphrase: Only target each keyword on one page. If you use the same focus keyword on multiple pages on your website, you’ll be competing with yourself in the search engine results.
  • Keyphrase in subheading: Try to use your keyword within a heading in your content.
  • Keyphrase in title: Use your focus keyword within the page title (page name) as well as within the URL.

Update Social Media Posts

In the social tab, you can choose to use a different title, image or description when the post is linked within social media posts on your connected social media platforms, like Facebook or Twitter. While this may not have a direct correlation with search engines, putting your organization’s best foot forward on social can certainly lead to additional traffic. Without updating this content, your standard page title, meta description and featured image for the page will be pulled into each linked social media post.

Social Tab in Yoast

That doesn’t sound too hard, right? Once you add your content, the Yoast SEO plugin highlights areas for you to revisit and update as you see fit. It may well be that you decide that your audience can handle a few additional long sentences or that the integrity of the page content might be damaged by squeezing in another use of your focus keyword. But, it never hurts to review the opportunities for improvement. Especially when they’re color coded and highlighted for you!

Do you use the Yoast SEO plugin to optimize your website content for search engines? Has it helped you keep optimization best practices top of mind? Let’s talk in the comments.

How I can use SEO to sell products online

How I can use SEO to sell products online

If you want to increase your sales on your e-commerce site, look no further than SEO.

While SEO is usually touted as a great way to increase your web traffic, it’s excellent for e-commerce, as well.

The better your rankings are on Google and other search engines, the more you will sell.

But there’s more to SEO than just showing up high in the SERPs.

1. Do extensive keyword research

As you probably already know, the biggest secret to SEO success is making sure you’re targeting the right keywords.

It’s easy if you’re writing how-to articles and other types of content, but what about e-commerce?

I’ve found there’s actually a secret type of keyword research you need to be using. To drive customers to your site to buy, you need to target keywords a little differently.

In this section, I’ll explain how.

Find keywords for your products.

When it comes down to it, you want to sell more on your site. To do so, you need to drive people to see what you’re selling!

If you’re wasting time appealing to broad search terms, you probably won’t see this kind of purchase-driven traffic.

Instead, search for specific keywords targeted at the products you’re selling.

To do this, go to Übersuggest. This is a website that will allow you to see keywords that aren’t even visible in Google’s keyword research


Ubersuggest s Free Keyword Tool Generate More Suggestions 1

Let’s search for “custom frames,” a broad keyword people might use when searching for frames for pictures or prints.

Ubersuggest s Free Keyword Tool Generate More Suggestions 2

Immediately, Übersuggest gives us hundreds of keywords we wouldn’t have found anywhere else.

This is a goldmine of promising phrases to start targeting with our content efforts. One thing I notice quickly with the results is that local keywords pop up frequently.

If you have a local business and sell custom frames, you need to start using local keywords to drive clients and customers to your site.

Even If you don’t see one for your local area, it’s a sure bet that people are searching for it (even if it isn’t a very popular keyword).

Ubersuggest s Free Keyword Tool Generate More Suggestions

By finding these type of product-specific keywords, you can start appearing on Google results where people are looking for products to buy.

Long-tail keywords

If you’ve been reading my articles for a while, you know that I’m a big fan of long-tail keywords.

They allow you to drive massive amounts of traffic with comparatively easy effort, as compared to competing with major brands for incredibly popular keywords.

But how do you find these if you’re in the e-commerce sector?

The answer may surprise you. I’ve found that Amazon is one of the best places to find these types of keywords.

Amazon has spent millions perfecting their website to drive the maximum number of sales, and that data allows them to predict the most common search queries.

To get started, go to Amazon. In the main search bar, type in a broad keyword that represents what you sell. In this instance, I’m using “water bottles.”

Amazon com Online Shopping for Electronics Apparel Computers Books DVDs more

Don’t actually search for the keyword just yet. Our goal is to see what Amazon recommends.

We can immediately see the long-tail keywords we need to be targeting. These are phrases like “water bottles with straws” and “water bottles stainless steel.”

These are huge opportunities for phrases your competitors probably aren’t trying to rank for.

Don’t cannibalize your keywords

A common error I see a lot of e-commerce sites making is viewing keywords as a linear equation.

If including a keyword on one page is good, isn’t it even better to include it on more than one page?

Unfortunately, no. This will tell Google to rank both pages with the same keyword, and you’ll lose credibility for both.

This is known as cannibalizing your keywords.

Instead, you need to use a separate keyword for each product. Make sure each one of them is different so that Google doesn’t confuse which keyword it should target for each page.

Thin wallet company Bellroy makes sure not to repeat the same keywords on all the items in their Minimalist collection.

Minimalist Collection Slim Leather Wallets for Men more Bellroy

You’ll notice that Bellroy makes a point of using different keywords on each of its products.

Instead of calling each one a wallet, it calls it a “micro sleeve,” “slim sleeve,” and “card sleeve.” It’s clear how Bellroy names their products, and it keeps the keywords distinct.

It gives Bellroy an advantage in the SERPs because Google knows what to target for each of the listings.

Find (and use) competitor keywords

Chances are, your competitors are ranking for keywords that you haven’t even thought of yet.

To take advantage of these keywords, you can do a simple Google search for what they are ranking for.

Use the Google Keyword Planner and click Search for new keywords using a phase, website, or category.

Keyword Planner Google AdWords 11

On the section where it says “Your landing page,” but enter the name of your competitor’s page instead.

Keyword Planner Google AdWords 10

In the years that I’ve done this, I found that it’s much easier to search for a specific landing page than a broad one.

If you search for a broad competitor, you’re going to get a lot of unrelated keywords along with the ones that you’re looking for.

In this example, I’ve found the landing page for Adirondack chairs on Wayfair. It’s a great, specific page for the product on a site that sells hundreds of different items.

How videos can help me for my website SEO to increase traffic

How videos can help me for my website SEO to increase traffic

So you haven’t missed one episode of Whiteboard Friday by the king of SEO himself, Rand Fishkin? You’ve got website SEO down to a science. But what about video SEO? It’s not quite the same now, is it?

You’ve also spent all this time and money strategizing, producing, and editing your video, but it just isn’t getting ranked. What’s going on?

First off, it’s true that video SEO is not the same as regular SEO. Video SEO has also changed significantly in the last few years, which is why I’ve enlisted Wistia’s video SEO expert, Phil Nottingham, to share his advice.

Video SEO Wistia Phil Nottingham video strategist

What is Video SEO?

Video SEO is simply optimizing your video to be indexed and rank on the search engine results pages for relevant keyword searches. There are many optimization strategies to give your videos a higher chance of ranking, which this article will outline.

How has video SEO changed?

In the last few years, video marketing has become more and more popular with businesses. Once marketers began to get their hands on DSLR cameras in the late 2000’s, it became easier to produce videos and get them online (thanks to YouTube) without having a degree in videography.

Now we can’t browse the internet without seeing a video, and we all walk around with cell phones in our pockets that have the ability to shoot decently high-quality videos anywhere. With the explosion of video, it’s become much harder to get ranked in the universal search results, according to Phil.

“All websites can rank in the video tab, but not all can rank in universal search with a video,” says Phil. “It’s become a lot harder to get whitelisted than it was about 3 years ago, but easier to get your video indexed on the video tab (pictured below).”

Video Seo


Gaining rank with your video on universal search has a lot to do with the authority of your website, how video-focused it is, and how it ranks for video-related queries. Phil recommends not placing such a huge emphasis on universal search, and rather reaching for higher ranks in video search.

9 Ways to Optimize Your Video for Search

#1: Choose the Right Video Hosting Platform

When choosing your video hosting platform, you’ll need to consider the reasons why you want your videos to rank, according to Phil. Are you optimizing your video to gain site traffic and new leads? Or is your goal more general thought leadership and brand awareness?

Video SEO video hosting concept

If you’re less concerned about getting traffic to your website, and more focused on general brand awareness, YouTube and Vimeo may be options to explore. The thing with platforms of this nature if that once your video is indexed, most of the traffic goes to them rather than your own website. This can lead your would-be site visitors to get lost in a sea of competing traffic (like the suggested videos that appear after yours on YouTube).

“If you’re more focused on gaining on-site traffic to push leads towards conversion, then exploring alternative hosting platforms that support this capability is the way to go,” says Phil. “For instance, Wistia automatically inserts SEO metadata (JSON-LD, which is the lightest weight and fastest) to up your likelihood of being indexed.”

Video SEO what does JSON-LD do?

JavaScript Object Notation for Linked Data (JSON-LD) is a way
to annotate and structure data using the vocabulary. Image via Moz.

This is not the case for all hosting solutions so it’s important to do your research when exploring your options. For example, some platforms use Schema markup, which doesn’t work quite as well as JSON-LD, and others require you to create a video sitemap (which is not an easy task!).

#2: Insert a Video Transcript

As you’re scrolling through your Facebook feed, you likely see several videos with captions alongside the video so you’re able view it without disturbing your housemates. The text that pairs with your video is known as a video transcript.

Not only do video transcripts make your videos more accessible to a larger audience, they make your videos more scrapable by search bots since there’s additional text on the page.

Video SEO video transcription concept

“Transcripts act as page copy,” says Phil. “It’s more indexable text that means you can rank for more queries.”

Phil also advises paying more attention to transcripts when the video is longer-form and a main focus of the page, since in these scenarios transcripts will have even more of an impact on rankings.

#3: Make Sure Your Thumbnail Image Is Engaging

The video thumbnail is what the searcher will see when your video is indexed, therefore it plays a significant role in whether people click. You want to think of your thumbnail image similar to how you think of cover of a book or the homepage to your website. It needs to be compelling, relevant, and all around beautiful!

Video SEO thumbnail images

Utilizing strong thumbnail images can have a tremendous impact on click-through rates and other video SEO metrics.
Image via Social Media Examiner.

At Wistia, we found that our videos with custom human thumbnails receive a 30% higher play rate than those without. Check out the thumbnail below from Moz. As you can see, it’s high-quality, engaging, and contains a human. When Moz shoots their Whiteboard Friday video each week they actually take the time to shoot a series of photographs to serve as the thumbnail image.

whiteboard friday videos

Moz’ Whiteboard Friday video series often tackles advanced video SEO topics

“Your video thumbnail is more important than your title because it determines whether or not people will click,” says Phil.

Make sure it’s also relevant to what you’re trying to rank for. For example, in the search below I typed in “how to waterski.” It’s clear that the second listing wins the thumbnail competition since there’s actually a person doing the thing that I’m searching for. The other two videos listed show someone sitting on the dock and sitting in the water, which is not as relevant or enticing.

Video SEO video thumbnail example

Selecting a suitable thumbnail image is crucial to video SEO

#4: Pay Attention to the Title and Description of Your Video

Just like they do for a blog post, the title and meta description play a factor into ranking videos. Spend time crafting an engaging video title and description. Do keyword research to ensure you’re targeting keywords that people are actually searching for.

Video SEO YouTube titles

Ensuring video titles and descriptions are highly optimized is one of the most effective ways to ensure greater visibility in search

“Don’t just stuff the title and description with loads of keywords,” says Phil. Rather ask yourself, “Is it clickable? Is it interesting?”

Check out my recent tips for how to write great headlines for more ideas.

#5: Ensure the Rest of Your Page Is Relevant to the Video and Optimized for SEO

You can’t rely solely on optimizing your video to receive placement on the SERPs. It’s still just as, if not more important that the page itself is also optimized for SEO, or the search engines won’t bother to crawl it in the first place.

“If your video isn’t ranking it could be because your page is awful,” says Phil.

Video SEO optimized page example

Pages featuring videos must also be relevant and highly optimized to ensure that these pages rank as highly as possible in search

While it can be challenging to get your website ranked organically, if you continue to create high-quality content and ensure the technical SEO components are in place, then rankings will come.

The other piece is ensuring the video is relevant to the page you’re embedding it on. “You need to ask yourself: does this page relate to the video in question or is it generic?” says Phil. If the page is generic and the video is just thrown on there, then the chances of it ranking are low.

#6: Embed the Video You Want Ranked First on the Page

“Google typically indexes only one video per page,” says Phil. “If you’re including multiple videos on a page, ensure that video is first.”

Video SEO video SERP example

Each of the above three YouTube profiles features multiple videos, yet Google typically only indexes one video per page, highlighting the importance of focusing on your best-performing video content

The search engine crawlers usually stop crawling for videos after that first video. Phil also explained that having multiple videos on the page is probably not the best idea if you’re trying to optimize for one video specifically. Keeping the page focused around that video will ensure it receives the traction it deserves, which leads me into tip #7…

#7: Make the Video the Focus of the Page

Time and time again I’ve seen websites where the video is hidden or below the fold so users have to scroll and scroll and scroll until they finally land on the video. This naturally leads to low plays and play rates because people don’t want to go out of their way to hunt for the video. Search crawlers also are unlikely to go out of their way to index a hidden video.

“If the video is hidden or embedded far below the fold, then your chances of having it ranked swiftly drop,” says Phil.

The best way to increase your video’s crawlability factor is to make it the focus of the page.

#8: Don’t Embed the Same Video in Multiple Places

Have you ever played a match of tennis against yourself? Well, that’s essentially what you’d be doing by embedding your video on multiple pages. It’s important to avoid this as there’s no sense in competing against yourself.

“If your page and video are both relevant to each other, and you’re hoping to ensure that page and video get ranked, then there’s no sense in embedding the video elsewhere on your public facing website,” says Phil. “You’d essentially be competing against yourself, which is illogical.”

#9: Don’t Rely Solely on SEO to Promote Your Video

Lastly, it’s important to remember that SEO isn’t reliable. Google is constantly changing their algorithms, video is evolving at a lightning-speed pace, and relying on search bots to rank your videos is not a consistent strategy to guarantee eyes on your videos.

“SEO is hard to control, and constantly changing so if you’re truly looking to get more clicks and eyes on your video, investing in paid video advertising is a strategic route,” says Phil.

How I find the right keywords for my website to increase traffic

How I find the right keywords for my website to increase traffic

Picking the right keywords and keyword phrases is one of the most important steps in successful search engine optimization (SEO). Increasing traffic to your site is a priority, but attracting the right audience is a necessity. Choosing the most effective keywords to connect with your target market can take time and research, but the results will be worth it.

5 tips for Helping You Choose the right keywords


Identify your target audience and put yourself into the shoes of a customer when you create your initial list of keywords. Ask yourself, ‘If I wanted to find one of these products or services, what would I type into Google?’ You can also consult others, such as friends, family members, or even current customers to get their opinion on phrases they would use when searching for your products and services.


Make a list of your main competitors and go to their websites to see what keywords they are targeting. Read the content and view the metatags to help identify the keywords they are targeting. Looking at your competitor’s keywords will not only help you see what you could be forgetting, but also help broaden your list of ideas.


Long tail keywords are a combination of three or more words or phrases. While long tail keywords tend to boast lower search volumes, they generally attract more relevant traffic, are typically less competitive, and easier to rank well on. Choose long tail keywords that help to specify your product or service.

Understand the long tail keyword as it accounts for 70% of searches.


If you are using Google Ads you can use their keyword tool to research your potential target keywords. With this tools and others like SEMRUSH and Raventools, you can gather data on keyword volume and trends, keyword competition, similar keywords and more.


After choosing your keywords don’t forget to monitor them and analyze the results. There are often trending keywords or phrases, along with new keywords your competitors may be using.

Don’t forget to utilize your keywords wherever possible! Insert your keywords into blog posts, social media posts, metatags and your website’s content. The more you use keywords within your content, the easier it will be for your target audience to find you.

Let CommonPlaces take a look at your SEO strategy and make recommendations.

How I can create a successful keyword density

How I can create a successful keyword density

Optimal Keyword Density, Keyword Stuffing & ‘Irrelevant Keywords’

Keyword density refers to the number of times a keyword-phrase is repeated on a page as a percentage of the total number of words on the page. Keyword stuffing irrelevant keywords refers to the practice of adding irrelevant keywords to a web page to manipulate where a page ranks in Google. Google tells SEO not to do this.

What Is The Best Keyword Density For Search Engines?

Experts have agreed for over a decade;

  1. There is no single best keyword density to rank high in Google or Bing.
  2. Optimal keyword density differs from page to page, phrase to phrase
  3. Write naturally and include the keyword phrase once or twice on-page.
  4. Avoid demotion in Google by avoiding repeating keyword phrases in text content.
  5. Focus on creating high-quality engaging content instead.

There is no one-size-fits-all optimal ‘keyword density’ percentage anybody has ever demonstrated had direct positive ranking improvement in a public forum.

While the key to success in many niches is often simple keyword placement, search engines are not that easy to fool, these days.

Google has said so, too:

QUOTE:  “Keyword density, in general, is something I wouldn’t focus on. Search engines have kind of moved on from there.” John Mueller, Google 2014

I do think you run the risk of tripping keyword stuffing penalty filters if you, for instance, were to keyword stuff a page and every element on it with your focus terms.

I write naturally and succinctly which is always focused on the key phrases and related key phrases. I never calculate density in order to identify the an optimal keyword density percent as there are way too many other things to work on. I have looked at this, a long time ago.

Normally I will try and get related terms on the page and I might have the keywords I am focused on in just a few elements and on the page text.

It is a myth to think that Google (or Bing or any major modern search engine) will order search engine results pages and reward with higher rankings a page that has a ‘specific’ target keyword density percentage value.

In simple terms – this theory would mean that – if you took TWO WEBSITE PAGES –  a page with a keyword density score of say, 2% would OUTRANK a page with a score of 1%. OR – that there is actually a specific keyword percentage that if you score a BULLSEYE on, always results in HIGHER RANKINGS in Google.

We know Google has hundreds of secret search engine ranking factors.

A claim often made is that keyword density is one of these factors.

Many SEO, including myself, don’t think that is the case and there are many other areas of SEO that is far more important than keyword density to focus your efforts on.

Search engines have indeed moved on from keyword stuffing as a positive ranking factor.

How To Calculate Keyword Density?

It is natural to think its important to identify that sweet spot to achieve higher rankings in Google. The question is what is the optimal keyword density? Is it 1%, 2% 3% or 0.3% or 33% ? If you look online you’ll find a lot of conflicting opinion on the ideal keyword density %. It all sounds very scientific, too.

There is, of course, a FORMULA to work out the local keyword density of any page:

  • Density = ( Nkr / ( Tkn -( Nkr x ( Nwp-1 ) ) ) ) x 100
  • Density = your keyword density
  • Nkr = how many times you repeated a specific key-phrase
  • Nwp = number of words in your key-phrase
  • Tkn = total words in the analysed text

The keyword density score for a key-phrase is calculated by looking at:

  • how many times a specific key-phrase is repeated in a document
  • the number of words in that key-phrase and
  • the total number of words in the analysed text.

There is no best keyword density percent score to rank higher in Google listings. Write naturally, include keywords and avoid keyword stuffing!

What Do Search Engines Say About Keyword Density As A Ranking Signal?

John Mueller of Google stated in 2014:

QUOTE:  Keyword density, in general, is something I wouldn’t focus on. Make sure your content is written in a natural way. Humans, when they view your website, they’re not going to count the number of occurrences of each individual word. And search engines have kind of moved on from there over the years as well. So they’re not going to be swayed by someone who just has the same keyword on their page 20 times because they think that this, kind of, helps search engines understand what this page is about. Essentially, we look at the content. We try to understand it, as we would with normal text. And if we see that things like keyword stuffing are happening on a page, then we’ll try to ignore that, and just focus on the rest of the page that we can find.” John Mueller, Google 2014

Before that, in 2011, Matt Cutts went on record to point out the ideal keyword density is a misconception.

QUOTE: “That’s just not the way it works….. Continue to repeat stuff over and over again then you are in danger of getting into ‘keyword stuffing’.” Matt Cutts, Google 2011

Google Webmaster Guidelines state:

QUOTE: “Keyword Stuffing…. results in a negative user experience, and can harm your site’s ranking.” Google Webmaster Guidelines, 2020

Google gives advice that can have a few different interpretations. It’s useful to know what experienced search marketers say about this, too:

Aaron Wall of SEOBOOK called keyword density an:

QUOTE: “overrated concept”

Jim Boykin noted:

QUOTE: “Using a RATIO of keywords to the total text on a page is not a good metric for SEO.”

Bill Slawski said, after seeing very little mention of keyword density in search engine patents over many years:

QUOTE: “I’ve always considered keyword density to be more likely FOLKLORE than fact.”

Rand Fishkin of Moz said that:

QUOTE: “the TRUTH is simply that modern search engines have never used keyword density”.

Dr. Edel Garcia (one of the few information retrieval SCIENTISTS whose crossed over into seo) made clear back in 2005 that

QUOTE:  (a keyword density ratio) tells us nothing about:

  1. 1. the relative DISTANCE between keywords in documents (proximity)
  2. 2. where in a document the terms occur (DISTRIBUTION)
  3. 3. the co-citation frequency between terms (CO-OCCURRENCE)
  4. 4. the main theme, TOPIC, and sub-topics (on-topic issues) of the documents

Garcia states this would imply that “KD is divorced from content quality”.”

In his article “The Keyword Density of Nonsense”, Garcia  summed up:

QUOTE:  “the assumption that keyword density values could be taken for estimates of term weights or that these values could be used for optimization purposes amounts to the Keyword Density of Non-Sense.

Top SEOs have been saying that there is NO optimal keyword density for a long time before Google confirmed it.

Bing Search Engine is also on record declaring keyword density is a passé topic:

QUOTE:  “But as the engines get smarter with and about signals, and as new, trustworthy signals are grown and adopted, the SEO of yore becomes a bit less relevant. No one really cried when we all walked away from <meta keyword> tags after they were inundated with spam. No one cried when keyword density became a passé topic, largely covered up in the then somewhat novel approach of ‘making quality content’. ” Duane Forrester, Bing 2014

Modern search engines have moved on.

Is Keyword Density Of Any Use?

It is useful for a copy editor to be aware of keyword density values of a particular phrase on a page to avoid keyword stuffing text.

Google’s quite possibly, is not using keyword density % values to even identify spam or to apply keyword stuffing filters. Quality raters are asked to examine text for keyword stuffing, though.

What Should Your Keyword Density Be?

Despite what many SEO Tools would indicate there is no “best” keyword density. Write naturally and include the keyword phrase once or twice to rank in Google and avoid demotion. If you find you are repeating keyword phrases you are probably keyword stuffing your text.

And that’s probably going to ‘hurt a little’, at some point, just like Google’s Matt Cutts said it will.

When copy is limited, why repeat a 3-word keyphrase 10 times, and risk keyword stuffing penalties for a bad user experience, when there are possibly 10 variations and synonyms of the same key phrase, that when added to the same page, makes the page more relevant, better quality and rank higher for lots of similar keywords?

SO – the sensible thing to do would be to avoid keyword stuffing your PRIMARY CONTENT text.

Also – it’s probably wise to invest a little time in making your page RELEVANT but all the time keeping it simple:

I focus on keyword stemming opportunities… with a focus on the LONG TAIL of search as well as the HEAD:


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I also focus on the relative prominence of the term in the document, for instance:

  • Is the key phrase in the <TITLE> element
  • Is the key phrase in <p> tags
  • Is the key phrase in the <alt> text
  • Is the key phrase in the URL

I focus on introducing more unique words, single and plural, abbreviations, synonyms and co-occurring phrases relevant to the topic of a page.

This is a better use of time than calculating keyword density percents of one keyword phrase.

There is no magic one size fits all SEO tactic. It’s not that easy, out-with black-hat tactics. Not that black hat SEO is always easy, either.

Google’s trending towards rating and ranking your pages based on the quality and reputation of your website, and the quality and reputation of content on individual pages.

Google’s interested in the expertise of the actual PERSON WRITING the text it is rating it and is working out if USERS actually LIKE your page, RELEVANT to COMPETING PAGES on the web.

They are also more interested in detecting if users are actually seeking out your page amongst the competition.

Google’s more interested in user satisfaction signals, and you should be too.

More so than keyword density, for sure.

Keyword Stuffing (Irrelevant Keywords)

QUOTE: “Keyword Stuffed” Main Content Pages may be created to lure search engines and users by repeating keywords over and over again, sometimes in unnatural and unhelpful ways. Such pages are created using words likely to be contained in queries issued by users. Keyword stuffing can range from mildly annoying to users, to complete gibberish. Pages created with the intent of luring search engines and users, rather than providing meaningful MC to help users, should be rated Lowest.” Google Search Quality Evaluator Guidelines 2017

Keyword stuffing is simply the process of repeating the same keyword or key phrases over and over in a page. It’s counterproductive. It’s is a signpost of a very low-quality spam site and is something Google clearly recommends you avoid.

It is:

QUOTE: ““Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.“ Google Webmaster Guidelines 2020

Keyword stuffing text makes your copy often unreadable and so, a bad user experience. It can get a page demoted in Google but it depends on the intent and the trust and authority of a site. It is sloppy SEO.

It is not a tactic you want to employ in search of long-term rankings.

Just because someone else is successfully doing it do not automatically think you will get away with it.

Don’t do it – there are better ways of ranking in Google without resorting to it.

 John said in a 2015 hangout “if we see that things like keyword stuffing are happening on a page, then we’ll try to ignore that, and just focus on the rest of the page”.

Does that imply what we call a keyword stuffing “penalty” for a page, Google calls ‘ignoring that‘.

From what I’ve observed, pages can seem to perform bad for sloppy keyword phrase stuffing, although they still can rank for long tail variations of it.

QUOTE“The bottom line is using more relevant keyword variations = more traffic”Aaron Wall, 2009

He goes further with still excellent piece of advice, today:

QUOTE:  Each piece of duplication in your on-page SEO strategy is ***at best*** wasted opportunity. Worse yet, if you are aggressive with aligning your on page heading, your page title, and your internal + external link anchor text the page becomes more likely to get filtered out of the search results (which is quite common in some aggressive spaces). Aaron Wall, 2009

… with the caveat being a high-quality site rarely needs to be worried about being filtered out of search.

Google’s advice in the past about keyword stuffing was to:

QUOTE: “Just find the hidden text or the keyword stuffing and remove it.” Matt Cutts, Nelson, Google 2013

As Google says in their manifesto:

QUOTE: “Focus on the user and all else will follow.” Google, 2020

It is time to focus on the user when it comes to content marketing, and the bottom line is you need to publish unique content free from any low-quality signals if expect some sort of traction in Google SERPs (Search Engine Result Pages).

QUOTE: “High quality content is something I’d focus on. I see lots and lots of SEO blogs talking about user experience, which I think is a great thing to focus on as well. Because that essentially kind of focuses on what we are trying to look at as well. We want to rank content that is useful for (Google users) and if your content is really useful for them, then we want to rank it.” John Mueller, Google 2015

Those in every organisation with the responsibility of adding content to a website should understand these fundamental aspects about satisfying web content because the door is firmly closing on unsatisfying web content.

Low-quality content can severely impact the success of SEO.

SEO copy-writing is a bit of a dirty word – but the text on a page still requires optimised, using familiar methods, albeit published in a markedly different way than we, as SEO, used to get away with.

EXAMPLE: Beware Keyword Stuffing E-commerce Website Category Pages


Google’s John Meuller just helped someone out in this week’s Google Webmaster Hangout, and his answer was very interesting:

QUOTE: “The site was ranking the first page for the keyword (widget) and(widgets) in Australia since two weeks we moved all the way down to page five. Technical changes haven’t been made to the site the only modification was we added more category landing text to rank for various other (keywords)

John declared:

QUOTE: “the modification that you mentioned (above) that you put more category landing text on the page that might also be something that’s playing a role there. What I see a lot with e-commerce sites is that they take a category page that’s actually pretty good and they stuff a whole bunch of text on the bottom and that’s essentially just kind of roughly related to that content which is essentially like bigger than the Wikipedia page on that topic and from our point of view when we look at things like that our algorithms kind of quickly kind of back off and say whoa it looks like someone is just trying to use keyword stuffing to include a bunch of kind of unrelated content into the same page and then our algorithms might be a bit more critical and kind of like be cautious with regards to the content that we find on this page so that’s one thing to kind of watch out for.

I think it’s good to / help provide more context to things that you have on your website but kind of be reasonable and think about what users would actually use and focus on that kind of content so for example if if the bottom of these pages is just a collection of keywords and a collection of sentences where those keywords are artificially used then probably users aren’t going to scroll to the bottom and read all of that tiny text and actually use that content in a useful way and then probably search engines are also going to back off and say well this page is is doing some crazy stuff here we don’t really know how much we can trust the content on the page.”

If you are keyword stuffing e-commerce category pages, watch out. Google tells us these things for a reason. Adding optimised text to e-commerce category pages ‘just for the sake of it’ is probably going to work against you (and might be working against you today).

Keyword stuffing has been against the rules for a long time.

John previously stated back during 2016:

QUOTEif we see that things like keyword stuffing are happening on a page, then we’ll try to ignore that, and just focus on the rest of the page”.

Google has algorithms AND human reviewers looking out for it when the maths miss it:

7.4.2 “Keyword Stuffed” Main Content

QUOTE: ‘Pages may be created to lure search engines and users by repeating keywords over and over again, sometimes in unnatural and unhelpful ways. Such pages are created using words likely to be contained in queries issued by users. Keyword stuffing can range from mildly annoying to users, to complete gibberish. Pages created with the intent of luring search engines and users, rather than providing meaningful MC to help users, should be rated Lowest.’  Search Quality Raters Guidelines March 14, 2017

While there is obviously a balance to be had in this area, Google classes keyword stuffing as adding ‘irrelevant keywords‘ to your site. There are warnings also about this age-old SEO technique in the general webmaster guidelines:

General Guidelines: Irrelevant Keywords

QUOTE: “Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.

Examples of keyword stuffing include:

  • Lists of phone numbers without substantial added value
  • Blocks of text listing cities and states a webpage is trying to rank for
  • Repeating the same words or phrases so often that it sounds unnatural, for example:We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at


Increase traffic to my website with Pinterest

Increase traffic to my website with Pinterest

Want to increase traffic from Pinterest back to your site? Here are 10 ways to drive more organic traffic to your site with Pinterest.

1. Create Pins that Direct to Valuable Resources

At the beginning of 2016, Pinterest made an algorithm change that affected how pins are shown to users on their home feed. Based on what I’ve observed, it seems Pinterest now focuses more on showing pins that lead to blog posts and valuable resources.

Beautiful images that do not lead to a helpful resource are being shown less. This generally includes sites like Flickr or uploaded images that don’t direct to any site.

If your business doesn’t have a blogging component yet, I strongly encourage you to create one that has pinnable images.


2. Aim to Grow Your Followers and Reach

Having a large number of followers is important, but surprisingly it’s not as important as you might think. I’ve worked on boards that have fewer than ten thousand followers and see the website generate as much traffic and repins as a board that has a hundred thousand followers.

The trick is not to just think about growing your followers, but create pins that will reach non-followers on Pinterest.

To do this you need to post relevant pins that will attract your core audience. When you start to provide more relevant pins, Pinterest will start to display your pins in “Picked for You” on a user’s home feed more often, allowing you to potentially reach millions.

Picked For You

Pinterest has also put a lot of stress on getting people to follow interests more than specific users or boards.

To find out how many people follow a particular interest you can type:

As an example you can type in

In the picture below, the interest group of backpacking Europe has approximately 16.35 thousand followers. You want to have your pins show up on these interest feeds to expose your website to all those people.

PInterest Interests

In order to do this you need to have the right keywords in your board title and pin descriptions.

3. Use Relevant Keywords in Your Board Names

The best way to increase the odds of your pins showing up in the “Picked for You” and on the interest feeds on Pinterest is to ensure that your board has a relevant title. If you’re trying to reach people who want to travel, then naming your board Travel or Travel Tips will inform Pinterest of the topic. If you try to get clever and name your board Great Adventures of Willy Wonka your chances of showing up are less.

4. Use Several Keywords in Your Pin Descriptions

Pinterest doesn’t like to call itself a social network. It’s more of a discovery tool for inspiration and information. Pinterest acts as a visual search engine and millions of people conduct searches to help them plan for their weddings, look for gifts to buy during the holidays, and ideas on how to make their life easier.

This is why it’s important to go beyond growing your followers and think of Pinterst as a visual Google. And like a good blog post, each pin that redirects to your website should have 2-3 keywords in its description.

Ensure that you also use the same keywords in 5-10 different pin descriptions as you never know which one is going to get higher levels of engagement and rank higher within search results on Pinterest.

5. Use Guided Search

To know what type of words people are searching for on Pinterest, use Guided Search to assist you.

When you type in a word on the main search bar you will notice that there are tiled words below it.

Look for relevant words within those tiles that you can put in your pin description.

Guided Search

6. Increase Your Repins and Engagement

If you’re looking to rank number one for certain keywords on Pinterest, the number of repins that you receive in a specific time period is a strong factor in search rankings within Pinterest.

A pin that receives 100 repins within 2 days is more likely to outrank a pin that receives 100 repins in 10 days.

Other factors that influence your search results on Pinterest include who the repinners are and the click through rates of pins. If your repinners are active users on Pinterest, you are more likely to rank higher on search than non-active users.

What’s also interesting about higher levels of engagement of pins is that they increase your chances of showing up in multiple interest feeds as well. Let’s say that you’ve named your board Travel Tips and a particular pin receives 200 repins in a short period of time. That pin may show up on the interest feed for travel tips, backpacking Europe (if the pin is related to Europe) or culture travel.

7. Join a Group Board

Joining group boards to get your pins more traffic was more effective in the past, but if you’re starting off and you’re looking to get your pins exposed to as many people as possible, then joining group boards is still a great start.

Group boards are boards that have more than one contributor. Each contributor can add their own pins and each board may have their own guidelines and moderator.

Finding the right group board is a great way to expose your pins to thousands, even hundreds of thousands of people when you’re first starting off on Pinterest.

To discover a comprehensive list of group boards, you can visit


8. Apply for Rich Pins

Rich pins are pins that contain extra information that help pins stand out on the Pinterest feed.

There are rich pins for articles, products, recipes, movies, places, and apps. The two most popular rich pins on Pinterest are rich pins for articles and rich pins for products.

Rich pins on mobile devices will show a favicon next to an article, while on the desktop they show a favicon and bolded title. The bolded titles on rich pins can help them stand out on a user’s Pinterest feed, increasing the chances of it being noticed and clicked on.

Look at the pin on the left hand side. This is a rich pin for an article. Notice the pin on the right hand side doesn’t have a bolded title. That’s a regular pin.

Rich Pins

Another side benefit of having rich pins for articles is that when a person clicks on the pin and scrolls down to the pin description area, the meta description of the blog post always shows up first. This is unlike a regular pin where the description can be changed by any user who repins that pin, the meta description area of a rich pin for article can never be changed by another user.

Rich Pins (Meta)

The great benefit of having rich pins for products is that these pins will show the price of the product so this can help filter quality traffic back to your site.

Rich Pins 2

To get rich pins, you do have to do some back end work and go through a validation process. Pinterest provides a guideline on how to get rich pins.

9. Pin Consistently

What I love about Pinterest is that pins generally have a very long half-life for clicks when compared to Facebook, especially if you’re providing evergreen content. But to increase traffic to your site you need to pin consistently, and that means doing it on a daily basis.

I would suggest pinning at least 10 different pins a day. These should be a mix of pins leading back to your website and pins that would be helpful resources to your audience.

Pinterest does reward people who pin consistently by ensuring that their pins are seen by more of the followers over time, and by more people.

10. Be Patient

Generally when social networks mature, it can be harder to gain more followers, but like most social networks Pinterest can pay off handsomely if you’re willing to put in the time and pin consistently.

Working with Pinterest clients over the years, I have noticed that those that are able to provide valuable resources and create great pins will see more traffic if they are willing to stick with it for at least a year.

But don’t expect great traffic results just from pinning. If you want to get quick results then you will most likely need to pay for them using Promoted Pins.

These are ten ways to drive more organic traffic to your site with Pinterest. If you’ve got a great tip to share then please feel free to share it in the comments below.

What is SEO, how search engines work and why its so important

What is SEO, how search engines work and why its so important

Today we are going to take a short look at an essential that cannot be missing in your online strategy: SEO.

Having a website for your brand or company is the basis of any kind of online presence, but putting all that effort into creating it is useless if you do not make sure your audience will actually find it. Which is why it is vital to make sure Google helps you out with this. So let’s take a look at exactly what SEO is, why it is so important and how search engines actually work.

What is SEO (Search Engine Optimization)?

Wikipedia defines SEO, Search Engine Optimization, as the “process of affecting the visibility of a website or web page in a web search engine’s unpaid results, often referred to as “natural” or “organic” results.”

It is vitally important to understand that SEO refers only to organic results, in other words, that were not bought or paid for. The other, complementary option (paying a price per click to be displayed among the first results on a certain search engine) is known as SEM or Search Engine Marketing. To look at it in other terms, SEO is like looking for a free parking space right next to your destination, while SEM would be equivalent to paying for parking in the parking lot.

Just like pretty much every concept in digital marketing, SEO has evolved significantly over the years. In the beginning, positioning techniques were very basic and largely based on repeating a few specific keywords, whereas now, a lot more importance is given to the user’s experience.

In a nutshell, there are two basic factors that define a page’s position: relevance and authority.

  1. 1) Relevance in Web Positioning

A page’s relevance can be defined as its connection to a certain search, in other words, how well it answers the question or problem the user searched for. Google’s, and other search engines’, main goal is to offer its users the best possible service, by offering them pages that are useful to them.

In order to control this, we use on site SEO techniques, dedicated to improving our own website. The goal is to make sure search engines understand its content and how it relates to users’ searches. Brands can use techniques such as keyword and URL optimization, cutback on loading times, improvements in user experience, etc.

  • 2) Authority and SEO

Next comes authority, which we can loosely define as a website’s popularity.The more “votes” a website or page gets through links, the better it is considered by search engines.

To improve a website’s authority, off page SEO techniques are used, which focus on external factors. The goal is to improve the parameters that define a website’s popularity in terms of search engines: links that redirect to the page, presence on social media, mentions in media, the amount of users who actually click on our website when it shows up among the results, etc.

Lastly, it is also important to mention that there is a significant different between White Hat SEO, which is based on tips and practices recommended by the search engines themselves, and Black Hat SEO, which makes the most of “loopholes” to quickly manipulate results. Although it may be able to attract short term results, in the long term, Black Hat SEO never wins.


Where does SEO come from?

Although today it may seem absolutely vital to our day to day lives, the truth is that Google did not even exist until 1996, and even today there are places in the world where it is not particularly popular. The origin of these kinds of tools, known as search engines, date back to the beginning of the 90s, when the website craze began.

Almost all websites have the same goal: to attract quality traffic. Search engines are one of the most effective way to attract potentially interested visitors. Webmaster began to realize this, and began competing among each other to be the highest positioned on search engines. SEO was born.


Why is SEO or web positioning so important?

Understanding what SEo is and implementing a great SEO strategy is fundamental for your brand. Think we may be overreacting? Take a look at why:

  • It significantly increases your visibility. Imagine you are able to position your website for a keyword with 500,000 monthly hits. If the first result that is shown on search engines get about 20% of the clicks, that equals 100,000 monthly organic visitors, which imply no extra cost.
  • It improves your website. When well done, web positioning techniques not only improve your website in the eyes of search engines, but users also agree. And improving user experience means better results.
  • It is a long term investment. Optimizing your website does imply some initial costs, but, if you are able to position yourself among the top results, you will obtain an incredible source of high quality traffic at no extra cost. Continuing the previous example, imagine 1 in every 100 users that visits your website ends up purchasing online and that each client’s life time value is 100$. In this case, you would we generating 100,000$ in monthly income. And, obviously, if you are able to position yourself under several different keywords, or invest in International SEO, the benefits only multiply.
  • It makes your website more profitable. If you invested significant amounts of money, time and resources to build a website that showcases your brand, it is only logical to make as many people as you can visit it, in order for it to pay off.
  • It increases your impact on social media. Web positioning creates synergies with social media, as the links that are shared on social networks use the titles and descriptions that you will have optimized as part of your positioning strategy.
  • It builds trust and reliability. As explained above, authority and relevance are the two key factors in SEO. Meaning that when your website is shown among the first search results, users know that it is a website that contains the information they are looking for, and that it has been “approved” by several users before them. It is most definitely an extra push that gives them the trust they need to convert.
  • It can be measured and optimized. You can measure the results of all the techniques and factors that are at play in your SEO, to see which are providing the best results and correct any necessary details or strategies.

Understanding SEO: how search engines work

To truly understand SEO, we need to take a look at what happens when Google’s “spiders” crawl around the internet. The way it works can be summarized into two steps: tracking and indexing.

To understand how tracking works, think about a large city’s transportation system. Each website or document (like a PDF or an image) is like a stop. To be able to register that content found at each stop, the search engine need to track the whole city, using the best possible paths: links.

The internet’s link structure is what connect pages amongst each other, which is precisely why they are so vitally important in optimization. The search engines’ bots use site map directions and previous trackings to begin their search, and move from link to link, reaching out to all documents saved on the internet.

Not all website are tracked at the same depth of for the same amount of time as others, however. These spiders are particularly attracted to new content, be it a new website created from scratch, or an updated one. The loading time also factors into the decision.

The next step is indexing. Once they have found these documents, the bots begin deciphering their code and saving some “pieces” of it that can be easily found when a user searches for something. As you may imagine, these “pieces, all together, add up to an immense volume of information. Which is why companies like Google have massive data centers where they can save all this information, where it can be easily found.

All this information on the websites and documents available on the internet are organized in a series of indexes according to their content, authority and relevance. The criteria has significantly changed and evolved over time, and are becoming increasingly more complex: aside from keywords, they also consider factors such as the publishing date, whether or not they contain multimedia pieces, the quality of the content and much more.

After these two steps, everything is ready for a user to request a search. When this happens, an algorithm is activated which goes through the indexes and orders the results according to hundreds of different positioning factors, all in a matter of milliseconds. It’s not magic, it’s SEO.

10 Keys to Improving SEO Ranking

10 Keys to Improving SEO Ranking

SEO is an art and a science, and improving your ranking involves a bit of both. In this free ebook, we’re sharing 10 tips to boost your page’s position.

How can you improve your page’s SEO position?

There’s no magic wand that will grant your website a perfect SEO position with just the flip of a wrist – trust us, we’ve looked for it. Luckily, there are a few different tactics and techniques you can use to help get more users to your well crafted content.


In this ebook, we deep dive into 10 different strategies you can use to optimize your website and content. We cover everything you need to know, including the different types of SEO, how Google determines what to rank, how to structure your content, how to properly use keywords, and more. Use this ebook as a resource for improving your SEO overtime.


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