How Google Possum Update Affects SEO

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Google Possum Update

Google recently updated its local search algorithm to improve how search results would benefit the end user. Experts named the massive update “Possum” because it filters the Google My Business listings, which webmasters used to promote a local business earlier.

The Possum Update And Its Impact

Experts say that the update only affected the Google Maps or local search results, however, some believe that it included organic results as well. According to Google, the update was meant to diversify local search results as well as to prevent spam ranking of business websites. Nevertheless, an elaborated study on the ranking reports showed that this update was the biggest since the local rankings update in Pigeon two years ago. Below is a brief look on how the Possum update affected SEO.

The Listings

A business that falls outside the city limits had to struggle a lot to be included in the search engine results page for a keyword that included that particular city’s name in it. Google Maps marked such businesses outside the vicinity of the searcher, and they were excluded from the list, no matter how reliable or genuine the business was. However, after the Possum update, a search query with a specific city name includes the nearby businesses alongside the local companies that are within the city limits.

The Filter

Earlier, Google applied the duplicate content filter on local searches also. It means that the search results page would not display profiles with the same phone number or website domain. After the update though, Google is filtering the results based on local address and affiliation. Some experts say that this might filter a lot of businesses unreasonably, because two companies can sometimes share the same address sometimes. However, Google allows users to zoom in on the Local Finder map and see the filtered listings, if required.

The Keywords

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Local searches with the city name in it allow Google to deliver more advanced results. However, even if there were a slight variation in the keyword, say, using the abbreviation of a city name after the keyword instead of the full name, the listings in the results page would vary greatly. Also, placing the city name after the keyword would show different results on Google than what it would when you use the city name before the keyword.

Besides the above points, reports also indicate that the location of the end user is also a key in determining the listings on the Google search results page. It seems as if Google Possum filters run more independently than going hand in hand with the organic search results filter.

Techniques to Improve SEO Ranking of Your Site

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Improve SEO Ranking

Search Engine Optimization (SEO) is very much important for digital marketing strategy. Good and modern SEO takes time, as it involves building a reputation with search engines and users, and this cannot be done overnight. This means that the spammy tricks that were used to offer fast results will not work anymore.

Users are in search of quality results and Google is committed to delivering it. Cleaning up some of the basic technical concerns and updating the general SEO strategy of your business can set your SEO free.

Technical SEO

Modern website optimization is mainly categorized into two, Technical and Engagement. Technical SEO involves the things that we think of while hearing the term SEO. This means that just focusing on technical SEO will not drive meaningful and long-term results to your site; even though there are technical considerations that can hold back your website if not set up right. Fixing these technical issues with your website can result in simple and quick SEO wins thereby increase in SEO ranking.

Use Of Appropriate Keywords

As long as people make use of words to convey messages to search engines, keywords will have an important role in SEO. If you are planning your web content around keywords, then there will not be doubts about the keywords that are appropriate for the content. The only thing that you should ensure is to use the keywords in a natural way, whether they appear in the content, search results or links.

  • In Search Results
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You should understand that the title and meta description of a landing page will sketch out the snippet in search results. This means that you should include keywords naturally in the page title, meta description, and URL.

  • In Content

You should use the keyword in the first paragraph of content and in the sub headings. When you are doing this, make sure everything looks natural. Also, don’t try to stuff keywords on to unrelated content. When it comes to keyword use, there is no perfect ratio. But you should be careful to use the keywords appropriately.

  • Behind The Scenes

Media and images in your web page give you another chance to optimize keywords. Ensure that you use keywords naturally in image file names, captions, alt texts, and title tags.

Without the presence of proper keywords, Google will not be able to improve SEO ranking of your page for search terms. This means that wrong people may reach your site (increasing the bounce rate of your site). Or else you might not get any traffic to your site at all.

Importance Of Page Title And Description In SEO

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Writing Page Title

As a beginner in SEO, you should understand that there is no magic to rank your website high in Google, Yahoo, or Bing search result pages. Search engines make use of complex algorithms to search for keywords and it takes much effort to convince these search engines that your webpage or site deserves one of the top spots in the first page.

However, there are some rules that you may follow to optimize your site and give signals about your site to the search engine bots. The SEO tips on page title and description shared below would help you work on websites for Google search result pages.

Page Title

Page titles are very important as per SEO point of view. Actually, it is very important than all the other aspects, especially for Google optimization. Providing exact page titles for the low search volume keywords will offer you a competitive advantage in Search Engine Result Pages (SERPs). Some of the important characteristics of a page title are:

  • All the pages in the site should have unique page titles and these titles should accurately describe the content of the page.
  • The title should be brief, yet descriptive, and should help users understand what the page is about.


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Description Meta Tag

The description Meta tag of the page should offer a summary of what the page contains. Google may choose to display what you have given in the description as snippets for the pages or it may show a part of the content of the pages. This means that you should write a good description for Google to show it as snippet for your page. When writing a description for the web pages, make sure:

  • to give unique description for all the pages, products, and posts in your website.
  • the size of the description is between 150 to 160 characters.
  • not to stuff too many keywords in the description.

Think of the Meta description as a way to advertise your webpage to the readers. The description should make the reader click on the title to visit your webpage.

If you follow the above points to the word for optimizing your website’s Title and Description, you will surely see positive results within no time.

Simple Keyword Selection Tips to Boost Your SEO Strategy

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Target Longtail Phrases

It is hard to deny the fact that content marketing has become a top priority for many organizations and companies these days. A recent study conducted by the Content Marketing Institute, Cleveland, revealed that the common criterion used to measure the success of content marketing is web traffic. Thus, businesses have to develop a strong SEO strategy in order to generate more inbound traffic to their website.

The world of SEO has significantly evolved over the years, but keyword research remains to be the cornerstone of a successful SEO strategy. Targeting the right keyword in the beginning can help marketers to put their brands or contents in a much better position. Marketers can improve their SEO strategy by focusing on keyword selection and by effectively implementing them. Here are a few tips, which will help you to select your keyword more effectively.

Know Your Audience

Marketers need to understand their audience and select a keyword, which matches with the needs of the customers. Marketing research helps you to know more about your customers and understand what they really want. Narrow down the keywords to the topics that the customers find interesting, as it easily draws them towards the website.

Target Longtail Phrases

It is significant to use keywords, which are specific to the particular markets if you are looking to improve your SEO strategy. These “longtail” keyword phrases give an insight of your product or business, which in turn, urges the customers to visit your site. Being specific allows you to optimize content for the right audience.

Use Different Variations

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Analyze Traffic Analytics

There are plenty of free tools available in the market, which help you to find and select effective keywords. Many tools provide a vast list of potential phrases as result, when you simply type a generic keyword. The vast number of options will help you save a lot of time and effort, and allow you to select an effective keyword.

Analyze Traffic Analytics

You might find it hard to believe that reporting tools such as Google Analytics can help you find an effective keyword. Marketers can easily identify the keywords or keyword types, which drive the visitors to the websites by analyzing the traffic trends. After identifying the types of keywords, make sure to build on these trend for your future works.

Significance Of Image Optimization In SEO

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Image Optimization Tips

Images usually account for most of the downloaded bytes in web pages and also takes much visual space of the page. So it is very important to ensure that the images you post on your website are well optimized.

Image optimization is very important to reduce the loading time of websites. It is an important part of a successful e-commerce website. Have you ever wondered why your product photos do not show up when you perform a Google image search; or why you need to insert “Alt Tags” in your images; or what is the difference between GIF, JPEG, PNG, and other image formats? These are some of the important things, which you need to know while doing image optimization for your website. The image optimization tips shared below will help you know the answers to the above questions.

Name Images Descriptively

It is easy to keep the default name for the image file that is given by the camera, but that is not good if you are going to use these images for your website. As per expert SEO services company India, you should use acceptable keywords to name images, as this will help your web page rank well in various search engines. You should understand that search engines not only crawl the words on your website but also look for keywords within the file name of images.

Optimize Alt Tags

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Image Optimization

Alt tags are text alternative to images that are used by web browsers when they are unable to render them properly. Even if the image is properly rendered, you will be able to see the alt tag for the image, when you inspect the file’s HTML code. Alt tags add values to the website’s SEO and visibility. This is why it is important to add appropriate alt tags to the images.

Reduce Image File Sizes

Having images with small sizes on your website is very important, as bigger sized images will make your webpage slow to load. Most visitors will not wait for a long time for the website to load. Studies show that an average user waits for only three seconds for a website to load. In addition, Google makes use of page load time as an important factor in their ranking algorithm.

What Are The SEO Rules For 2017?

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Content Marketing

Search Engine Optimization rules shifts drastically every year, and you need to keep track of the changes to be on the top of the business. Many of the online marketers are investing large amounts in content but you should understand that the days of driving traffic to your website by stuffing keywords are long gone. SEO experts offer tips on making use of ‘some’ strategies to maximize content marketing investments.

Intention Is Everything

You do not need an exact keyword to offer relevant search results, says Cyrus Shepard, director of audience development at Moz. “In the old days, it was about getting the click. Now search engines are seeing how people are interacting with your website: Are they going back and clicking on results, or are they finding the answers they’re looking for when they’re on your site? Today it’s about the post-click activity. Not only do you have to get the clicks, but you have to satisfy user intent,” Shepard explains.

Keywords Are Not Everything

Including keywords in headlines is not much important now. Shepard says, “Google has gotten better about interpreting meaning. It used to be that if you wanted to rank for ‘best restaurants,’ you had to say ‘best restaurants’ three or four times. It’s still helpful to mention ‘best restaurants,’ but the semantic meaning is becoming much more important. Now you can just talk about great dining experiences, and the search engines will pick up on it.”

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Seventy five percent of the search keywords are between 3 to 5 five words, so the headlines should be written accordingly. In the current scenario, if a user searches for a single word, he or she may not get the results that they are looking for. If you need quality results, you should make use of three-, four-, or five-word search queries. This should also be kept in mind while writing content.

Optimize For Mobile

Smartphones are very common these days, and many of us make use of smartphones to browse internet. This makes it very important to make sure that the content of your website is accessible in smartphones also. Ensuring that Google can understand the content shown in a mobile app is very important in SEO point of view.

Few Benefits Of Social Media Marketing

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Social Media Marketing

SEO or Search Engine Optimization can be easily referred to as a set of rules followed by a particular website to optimize for various search engines such as Google, Yahoo, Bing, and a lot more. SEO is regarded as one of the most effective techniques, which helps to drive more traffic to a website and thereby increase the popularity of the website. Many large and small-scale businesses use SEO as a key strategy to drive more traffic to their website and increase the productivity of their business.

The fast and effective results SEO marketing has produced over the years have attracted numerous customers to it, and Social Media Marketing is the latest trend in SEO. Here are a few benefits of Social Media Optimization, which will help you to understand the significance of this process.

Know The Audience

It is of significance importance to know the details of your audience and other interested users. Social media platforms such as Twitter and Facebook can easily provide you all the necessary information about the users. The information gained through social media sites can be put to good use and it will benefit your business in plenty of ways.

Target The Audience

Social media marketing helps you to send messages and publicize yourself in front of a specific set of audience. This process, which is commonly referred to as Geo-targeting, is achieved by locating the position of the audience. Geo-targeting will allow you to easily target a group of individuals, who are interested in your products or business.

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Instant Feedback

Luring New Customers

The best way to expand your business is by attracting new customers towards your website. Social media platforms allow you to achieve this task with ease. The profits acquired by your company will gradually increase with the arrival of new customers.

Instant Feedback

Another significant benefit you can achieve through Social Media Marketing is that they provide instant feedback on your products and services. Social media websites such as Facebook and Twitter enable users to post and comment on different products and services. This will help your business to know about the likes and dislikes of your audience and to include their suggestions in your future ventures.

Google Hummingbird Update And The Evolution Of SEO

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Long Tail Keyword

Google makes changes to their search algorithm regularly to improve the way the search engine fetches results, and these changes in the search algorithm directly affects SEO. This does not mean that SEO is dead, but that it is evolving to cope with the changes in Google algorithm. E-commerce marketers may need to jump through all of the changes in SEO to be shown on top of the search engine result pages.

Hummingbird Update And Content

We all know that the Panda update asked us to have unique content, and the biggest part of it is originality. The content posted on a website should be original and should offer an interesting read to the visitors. What the Hummingbird update wants us to do is to share original content that is useful to the reader (the more useful, the better).

Hummingbird Style Content

“How” is the word that will dominate web pages, as webmasters will be seeking answers to questions that are asked by potential traffic and the users. Writing Hummingbird style content will be a challenge for content writers, as they will need to offer how-to articles and blog posts that will cater to the search hungry traffic. Original, engaging, and informative content is still the king of SEO.

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Google Hummingbird

Hummingbird Loves Long Tail Keywords

The Hummingbird update has resulted in the reemergence of long tail keywords, and this will be beneficial for the webmasters. The average user never abandoned long tail keywords and now websites can be optimized for long tail keywords. As the Hummingbird update supports long tail keywords, people can make their searches more effective with long tail keywords.

These are some of the most important changes that are brought about to the web world by the Google Hummingbird update. The best SEO companies out there know how to stick on to the updates by Google, and share quality, unique, and useful content to their client websites.

Google Updates Penguin To Run In Real Time

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Penguin 4.0 Update

The Penguin update from Google has been in business since 2012, and after a waiting of about two years, they are updating the algorithm to version 4.0. This is the last release of the type, as Penguin has become a real time signal processed algorithm.

Penguin In Real Time

In simple terms, Penguin is a filter that is used to capture websites spamming the SERP in ways that are not detected by Google’s regular anti spam filters. With the latest update to the algorithm, it would run and capture links that are deemed spammy, and websites will be penalized accordingly. Even if you have disavowed spammy links, it could take months to show up the results until Penguin re-crawls the page again.

The last update for the Penguin algorithm happened in October 17, 2014, making it Penguin 3.0. You should note that the websites that were hit by this algorithm had to wait for about two years to be free. However, as per Google, these long delays in updates are a thing of the past, and with the latest release, Penguin has become real time. As the Google search engine re-indexes and re-crawls the pages, the pages will be assessed by Penguin, and pages will be captured or freed by the Penguin filter pretty fast.

Penguin Algorithm
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Google said about the update in their post that, “With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page.” However, they further added that, “Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.”

Penguin was a sitewide penalty before the update. When asked about being granular, Google said, “It means it affects finer granularity than sites. It does not mean it only affects pages.” The update to Penguin algorithm will obviously lead to many changes in SEO. Obviously, most of the changes would relate to spammy link checking and disavowing, and the best SEO services have already implemented that strategy.

What Is Conversion Rate Optimization And How You Can Benefit From It

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Conversion Rate Optimization

Conversion rate refers to the rate of visitors taking a desired action in a website. The action can be anything like creating an account with a login or password, downloading an app, making a purchase, signing up for an email newsletter, or something else. The action taken by the visitor is measured and optimized in conversion rate optimization.

Conversion Rate Optimization (CRO)

It is a systematic and structured approach to increase the performance of your website. It is defined by the needs and objectives of your website and makes most of the traffic that your website already have. Here is how you can benefit from conversion rate optimization.

Improve – Even if you have a well-designed website and many visitors, you can still improve the conversion process to make it simpler and easier, and thus, gain better results.

Clear Problems – Spending more on the paid advertising, which is getting more competitive and costly day by day, might not always give your site more traffic, especially if there are problems in the conversion funnel. CRO helps to identify and rectify these problems.

Getting More – CRO is not just about conversion. It also helps to find people looking for your product, who recommend it to others and thereby helping in marketing.

Free – It uses the traffic that you already have. That means you don’t have to spend more on getting more visitors. Converting visitors to users get better with CRO, where the returns on your current investment increase. Instead of attracting new ones, the best cost effective way to improve the business is to convert the current visitors.

Reduces Customer Acquisition Costs (CAC) – Cost per acquisition or the cost of getting each customer is reduced to half when the conversion rate doubles.

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Increase Profit – Profit is directly linked to the conversion rates. As there is no additional cost for the conversions, profit increases when the conversion rates increases.

Extra Money – Increase in profit gets you with extra money, which you can invest to get more users. Moreover, these users again can be used effectively with the help of CRO.

Increase Value – Your website become valuable to the investors. You go ahead of your competitors.

Winner Takes All – In order to be successful you just have to be a little better than your competitors are. Optimizing the website to give what a user wants a little faster and in better way will get you more visitors.