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Questions on Understanding SEO - from a beginner
Kirky




msg:4452139
 9:04 am on May 11, 2012 (gmt 0)

I'm have been tasked with 'learning SEO' so I can help my company's website improve in page rankings. I have a few questions.

I am currently working on my boss' blog. Will it negatively affect the company site if I duplicate content onto my boss' blog and link back to the company site?

If I have written an article on another website is it better to link to the sub page regarding the topic or the top page of the company site?

If anyone has any advice I would be most grateful.

 

Marketing Guy




msg:4452155
 10:06 am on May 11, 2012 (gmt 0)

Welcome to WebmasterWorld Kirky!

Will it negatively affect the company site if I duplicate content onto my boss' blog and link back to the company site?


They are on different domains?

There's a lot of confusion about duplicated content - search engines took a dim view on it because people were producing MASSIVE amounts of content for spam.

But legitimate uses like you're suggesting isn't an issue in terms of "negative" impact. However, there is an issue of "diluted positive" impact.

Generally with blogging you do it because you want people to link to you - but if you have the same content on two sites, some people might link to site A and others to site B, so the overall impact is diluted.

So while there's no negative risk, it might be worth assessing whether or not the dual blog approach is the best strategy. If it is, then there are other ways to manage it (i.e. promoting your boss as an individual "brand" via the corporate site instead of simply mixing in his posts with others).

Certainly, I wouldn't want to have the exact same posts on two blogs (it would be pointless and may be interpeted as spam), but if both have their own unique focus, it might want to cross-post my best posts.

That make sense?

If I have written an article on another website is it better to link to the sub page regarding the topic or the top page of the company site?


The target of the link is less important than the intention behind it these days. SEOs may recommend deep linking (linking to sub pages) as being beneficial (and it is), but recent changes with search engines mean this area has become very complicated.

If you are basically guest posting on other blogs to promote your company, then I would start off by linking to your company homepage using your company name or straight URL (i.e. don't try any SEO / keyword linking, etc).

That's the safest way to start and it will pass on some SEO and some marketing benefit to your company.

As you learn a bit more about SEO and the issues involved in link building, you can get a bit more creative and aggressively target your keywords. The issue is if you do that without really knowing the risks, you could cause damage to your rankings rather than improve them.

But don't think that because you're taking the "safe option" of linking to your homepage, it won't be as effective. In fact you'll be building a solid SEO foundation for your site and gradually improving the rankings in preparation for "fine tuning" at a later date.

If you have any other questions just shout.

Scott

Kirky




msg:4452158
 10:23 am on May 11, 2012 (gmt 0)

Thanks very much Scott. That's helped a lot

Kirky




msg:4452215
 12:52 pm on May 11, 2012 (gmt 0)

Is there a trade-off between having a page on your website that is informational i.e. definitions of key terms and a page that is transactional i.e. heavily promoting your service?

Thanks
Tom

Marketing Guy




msg:4452216
 1:12 pm on May 11, 2012 (gmt 0)

Not at all, but you might want to manage them slightly differently.

The SEO process for each is basically the same - research and implement appropriate keyword targeting.

How the pages are placed within your website impacts SEO as well - linked-to from 1 page and they won't perform as well as if they are linked-to from multiple pages.

If you take a step back and think about it in terms of the customer journey - what will the person be looking for when they search for x, y or z and what stage of the buying process will they be at? Then you can use this information to create content that would best suit them (sometimes a streamlined sales page would be better than an information page).

Think about the terms "what is SEO" vs "SEO services UK". Very different markets - the first could be either people wanting to learn about SEO or possibly purchase servies - the second is almost certainly someone looking for services. So what content would you return for each? The first would be very basic and the second would be less preachy and more "this is what we can do for you".

When you are able to identify the intention behind a query and figure out what content is likely to be required, the subsequent technical SEO process of on-page optimisation and link building is basically the same.

There are benefits to having a rounded selection of content to attract potential customers at different stages of their decision making process. But the wider your scope, the harder it is to do well and you can end up focusing more on producing content than actually marketing your business, which can be a mistake for a lot of people.

I'd usually approach the project by fully researching the potentially keywords and then work out what content I can realistically produce just now and in the future. Sometimes, small and simple is the most cost effective approach.

Think: do you want your company to be a thought leader in your industry or are you just likely to be blogging a couple of times a month? The answer will give you a realistic idea of what's achievable.

Marketing Guy




msg:4452218
 1:14 pm on May 11, 2012 (gmt 0)

And it's worth also noting that your content doesn't need to be restricted to what helps with SEO. Using your website to reinforce seasonal information, promotions, company news, brand messages from other marketing channels, etc etc all contribute to a solid digital strategy. SEO is just part of that, which is something I think a lot of people tend to forget.

Kirky




msg:4453216
 12:22 pm on May 14, 2012 (gmt 0)

I was wondering you have any knowledge on how to syndicate content - I have heard the term bandied about in regards to duplication of content

Planet13




msg:4453741
 1:58 pm on May 15, 2012 (gmt 0)

Right now, I would be very careful with things such as syndicating content, especially if you are doing so in order to acquire links back to your site.

It seems that at this time, the best thing to do is have a unique value proposition and market it through more traditional web channels.

kevingallagher




msg:4453778
 3:07 pm on May 15, 2012 (gmt 0)

Hi Kirky,

Glad to hear you want to learn more about SEO and joining this forum is a great start. You can see from my profile that I am new to this forum as well.(not sure why I haven't joined before) I have been working in SEO for over 5 years now and I am always learning.

My advice is be careful who's opinion you buy into to and don't just take someone's word for it. See if other SEO's are saying the same and do some research of your own and share your findings.

Good luck!

nomis5




msg:4453858
 6:12 pm on May 15, 2012 (gmt 0)

Wise words from kevingallagher. If anyone says THIS is way do anything to do with SEO, beware. YOUR mileage will almost certainly differ.

Unortunately, testing on your own site is the only way forward.

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