Author archives: Yvette Valencia

Yvette’s Journal: Day 2 of Bruce Clay’s SEO Tool Set Training

I can still see it clearly… the words “Work smarter, not harder” in purple scrolling slowly across my last boss’s black computer screen. That was at least 10 years ago. And, while the idea certainly made sense then, I often wondered how many times smarter actually won over harder. Let’s face it, when you’re in the thick of working, you can easily overlook “smart” solutions that can make your job easier. My team and I work tirelessly to manually research keywords, analyze competitors, and make educated guesses about audience demographics. We spend countless hours determining the effort (number of pages needed) it’s going to take to edge our clients into the top 10 of the SERPs for any given keyword. And density? Don’t get me started on establishing keyword density! Well, today, I was freed from working harder. The shackles are off. And, Bruce Clay’s SEO Tool Set has me revved up to work smarter. How could I not be? ONE TOOL will provide me with all this information in just a matter of seconds. I’m stoked beyond words, and can’t wait to train my team on how to use its reports to our clients’ advantage. Here some highlights from Read more…

Yvette’s Journal: Day 1 of Bruce Clay’s SEO Tool Set Training

Sometimes you just have to rid your mind of what you’ve seen and heard and start fresh. That was yesterday’s theme – forget what you know or think you know and learn SEO the Bruce Clay way. It’s crazy, but Bruce has been around for a really long time. Longer than Google, even. He’s literally the granddaddy of SEO (no offense Bruce – you look great!). In other words, he knows his stuff. In fact, Bruce is pretty tight with some of the bigwigs at Google. He even has direct access to Google’s Web spam warrior, Matt Cutts. Though we covered a lot of ground on Day 1, here are some important highlights: 1. Don’t be your site’s worst enemy. Just because you believe you’re doing everything right, doesn’t mean the search engines will agree. Remember, there are 200 variables in Google’s search algorithm. Chances are, we can all stand to improve upon one or more of those variables. So, do yourself a favor – stay open to advice and constructive feedback from your SEO regarding your digital marketing activities. It just might save your site! 2. There are some really talented people out there! That, or perhaps these same Read more…

Keywords?? We Don’t Need No Stinkin’ Keywords!

Esteemed Marketers and Business Owners: We’ve finally arrived at our destination – the land of milk and honey and 100 percent “not provided” keywords. Sound scary? Don’t worry, we can still bask in the milk and honey as well as rise above Google’s latest decision to “protect” its users’ organic search queries. How? Well, the concept is quite simple – diversify your marketing efforts both online and offline. After all, for most businesses, having a credible web presence helps move a sale along. However, when a business relies solely on its website to gain leads and sales, it misses out on a variety of other, and sometimes more effective, marketing opportunities. Often, businesses chase popular keywords in their industries and devote much of their attention to achieving high rankings for these terms, when in reality, keywords and rankings don’t always translate to an increase in profits. Perhaps, Google’s latest move will inspire businesses to reevaluate their marketing efforts and goals so the real focus is on sales and leads. People, not keywords. At We Do Web Content, we help clients build their businesses from within by creating offline marketing campaigns that are focused on increasing referrals. The best part is, Read more…

How Content Marketing is Attracting Potential Clients

Many consumers hate being bombarded with “sales-y” websites all chanting “call us now,” “buy now” or “contact us today” in every paragraph. The Internet has created a new class of consumer, one who likes to be informed before making a big decision like a purchasing a home appliance or even hiring an attorney. In today’s market, your law firm marketing shouldn’t just be giving information about your company, but also information about your industry. What is content marketing? Content marketing is a marketing technique that sells your services to your client without appearing to be an advertisement. This technique thrives on targeting a specific audience from which to draw clients, meaning you can focus your efforts on only the type of customers you want to attract. Instead of creating broad-scope, generic content for your website and blogs, you feature informative, relevant content that attracts the clients who are searching for your specific services. How does content marketing work? Content marketing is accomplished when your business or law firm marketing venues include content  relevant to that which your ideal clients are searching. An example would be a personal injury attorney in Houston, Texas who concentrates on dog bite cases. When their website Read more…

Making the Most of Tags and Categories on Your Blog

To get the most out of your website content you want to build a robust library of articles, blogs, and FAQs. While most of your visitors might come from web searches for a particular topic, the content that drew them to your site may lead them to seek further answers from your blog. Many websites lose readers at this point because they return to the search results to look for another resource. However, there’s another solution – proper use of blog tags and categories. The Basics of Tags and Categories on Your Blog There is a distinct difference between tags and categories. A category is the overall theme or subject of the post. A tag is a more specific classification of the post’s information. On most blogging platforms there is a list on the right sidebar showing all of the categories and then a “cloud” of frequently used tags. On a personal injury attorney’s blog, categories should mirror practice areas while tags should correspond to specific accident types or events. For example, if you write a blog on motorcycle helmet laws in Texas, it would fall under the “Motorcycle Accidents” category and you might tag it with “Texas laws,” “helmet Read more…

Boost Your Newsletter Marketing With Special Editions

In the world of content marketing, consistency is important, especially when it comes to eNewsletters. If you’re creating a monthly or quarterly publication, don’t skip an issue or you may lose readership. However, there’s no rule that says you can’t add a special edition to give your readers a little bonus, especially around the holidays! What’s special about special editions? A special edition is just that – a special version of your regular newsletter. It’s something unexpected, which can be a great way to boost readership. Your loyal followers expect to see your newsletter in their inbox or mailbox around the first of the month, so imagine their intrigue when they see a special edition arrive in the middle of the month! A special edition newsletter allows you the opportunity to break out of your normal format and deliver a different type or tone of content. If your regular eNewsletter tends to be more technical and business-like, you can use a special edition issue to lighten things up. For example, let’s say your business is a family law practice that normally publishes a newsletter full of articles on marital property and child custody agreements. You may want to do a Read more…

How to Handle Over-Optimized Content after Google Hummingbird

Google Hummingbird’s preference for semantic search and content that reads naturally shouldn’t send you into a panic if your current content was keyword optimized. Instead of worrying how you’ll avoid de-ranking, look at this as an opportunity to clean up your content library and refresh your landing pages! Re-Optimize and Update Your Existing Articles If your old SEO practices involved keyword density strategies, review your articles and reevaluate how you used those keywords. Remember that Hummingbird loves synonyms, so you can keep some of your keywords intact and build upon them throughout the rest of your article. One of the easiest ways to identify where to switch things up with synonyms is to do a search for your keyword in the body of the article. You can leave an instance or two, but to avoid repetition, use synonyms. Aside from re-optimizing your content to remove repetitive keywords and improve synonym use, you can also use this as an opportunity to update time-sensitive articles. The best example of this is articles that mention statistics – many topics for which you’d cite statistics will have annual updates, so take this opportunity to update your articles with fresh information. Freshen Up Your Landing Read more…

Is Google Hummingbird Making Us More Social?

Semantic searching – the concept of improving search results by better understanding search terms in natural context – is the foundation for Google’s latest major algorithm, Hummingbird. The big focus with Hummingbird is to allow Google to really understand how searchers request information, whether by single keywords or through more developed questions, and determine the searcher’s intent. To be successful in this concept, Hummingbird needs to evaluate millions of search queries and determine intent based upon its ongoing learning of how we ask for information. The key with Hummingbird is natural – the algorithm relies on learning how searchers “talk” when they look for things, rather than the old algorithms which focused on what keywords they used in their search. That brings us to social media – the best area of the Internet to learn how humans really ask for information. Social Sharing Says a Lot About How We Handle Content You can learn a lot about a person by following her on Google+. With the right access to her profile you can see the types of pages she follows, the content she shares and comments on, the friends she associates with – basically a catalog of all the content Read more…

Taming Google’s Latest Animal: The Hummingbird Algorithm

Last week, I posted a beginner’s guide to Latent Semantic Indexing. If you didn’t take the opportunity to learn about LSI at that time, you should really consider it now because Google just officially boosted semantic searching with its latest algorithm – Hummingbird. Google’s Hummingbird is More for Search Intent, Not Content The web content industry has treated keywords as the cornerstone of optimization for nearly two decades. While keywords are still important in today’s search optimization, they’re no longer the priority when it comes to ranking on the search results. Hummingbird confirms this new method of SEO by focusing on semantic search. Semantic search is understanding user intent rather than just picking out keywords. As Google’s algorithms have gained more power, the search engine has been able to better understand exactly what a user is searching for rather than just looking to see how many times certain words in the query are used on a page of content. By using the semantic search approach, Google hopes to connect users to more relevant content that answers their query. While Penguin and Panda algorithm updates penalized pages for keyword stuffing or poor content, Hummingbird seeks to improve Google’s own performance by Read more…

High-Quality Content Confirmed to Help Avoid Google Panda Penalties

Even though Google rolled out its Panda search algorithm update over two years ago, it’s still a hot topic among web content professionals. We’ve been tracking the progression of Panda in the SEO world since day one and it has proven a formidable solution for de-ranking poor quality sites. Unfortunately, with every update came penalties that impacted legitimate sites with little or no explanation as to why they were suddenly dropping in search ranking. This frustration has led several SEO companies and search experts to pen helpful guides to fixing a Panda attack or avoiding the algorithm’s sting all together. Finally, on September 11 – two years and six months after Panda’s the initial introduction – we have official word from the head of the Google webspam team, Matt Cutts, about how to combat Panda. At 1:35 into the video Matt says what we’ve been preaching for years: high quality content. That’s the “big secret” to gaining ground on Google today – writing the content your audience is looking for. What makes web content “high-quality”? There’s no standard for what makes high quality content – it’s all in the eye of the beholder. You’ll see plenty of blogs preaching about Read more…