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Every business can benefit from a Facebook page, especially with Google and other search engines now taking social signals into consideration when ranking a website within its search result pages – it’s never been so important to have a social pressence. Whether you run a small fruit and veg store or a resturant keep the following tips in mind when posting on your wall:

A Facebook page is not a sales page

People do not want to login to Facebook and have their feed cluttered with people selling their services, obviously there is no harm doing a promotional post when you have something new, or a limited time special offer – but don’t post everyday saying ‘check out our shop’. Try to keep promotional posts to only a couple per week, if they have liked your page, they know who and where you are, you don’t need to keep telling them.

Posting once per day/week/month is not enough

There are vaious guides online, some saying try not to post more than once per week/day – don’t listen to these. If you posted a status in the morning and you only posted once per day, anyone who was at work and didn’t look at Facebook in the morning wouldn’t have seen your post.

Ideally you would post around three times per day, Morning – Afternoon – Evening, this way you have a much better chance of reaching all of your followers. Don’t worry about it being too much, as long as your posts are good quality, no one will care if they see 10 posts per day from you.

High quality doesn’t mean writing a 100 word post

When browsing Facebook, people don’t want to read really long posts – in fact they want to skim over their feed until they find something that interests them, and unless your post has a lot of likes they won’t be interested in reading your long post – which means they won’t share it.

Create sharable content

Shareable content doesn’t have to be funny, touching, violent, news – it just has to be something people like to look at. It’s also good to ask a question as well as sharing whatever it is you’re going to share, for example the image below was shared 71,623 times, liked by 1,531,136 people and had 118,668 comments – as you can see it’s nothing funny.

People love questions and polls

People like to voice their opinion, so let them! The questions don’t even need to relate to your business, Wonga the payday loan company do this pretty well, I don’t need a payday loan but I follow their page anyway because it’s fun – and just say one day I was really broke and needed a loan, they are the ones I would go with.

Run competitions to increase page likes

Page likes are the bread and butter of your Facebook page, without them no one would see your posts. Assuming you have a personal Facebook account, and a few friends that are willing to share your page and status create a competition! This can be anything for example ‘when this page gets 100 likes, one random person will win a free bag of veg’.

Images, people love them

People love images, they are the most shared thing on Facebook (obviously), so make sure you upload some regularly – they can be of anything, a cute cat to a photogenic horse. It’s always best to have unique images i.e. take them yourself; thought this isn’t always possible.

Don’t be scared to share

Share other pages statuses, especially if they are funny or interesting, or if they are running a competition (to increase their likes), help them out and I’m sure they would help you too (as long as they are not your competition!).

Spend some money

Facebook advertising is the most targeted advertising you could ever buy, you can target people by their age, location, what pages they’ve like, if their married, in a relationship or single, things their interested in and much more.

Test it out with a small budget, $50 would be ideal – see how it goes and keep spending if it works for you!

Don’t be too corporate

Facebook is fun, try to keep it that way and don’t bore everyone with your posts – even boring companies can write something fun to gain attention!

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As an ethical SEO consultant, I always tend to stay on the right side of Google’s guidelines, however; I do like to dabble in black hat and gray hat practises, mainly for testing purposes and only ever on my own websites – I never head into the experiments expecting to rank highly or even keeping my rankings, I have achieved good results using these tactics but they never seem to stick around!

In this post, I hope to explain the differences of being a guideline abider (white hat SEO) and a Black hatter – as well as the murky waters between.

White Hat SEO

This is my preferred choice, especially when working with client sites. If I happened to get a client penalised like whoever headed up the SEO campaigns for Intaflora and JCPenny I would be so embarrassed I’d quit!.

White hat SEO aka ethical SEO basically means strictly sticking to the guidelines laid out by Google. Though it can be argued even manual link building is going against Google’s guidelines since it is in essence ‘manipulating the PageRank algorithm’.

Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme

For example would you write a guest post on a blog if it didn’t mention your website, or if there was no link back to your site? I doubt it, which means you are only doing this to build links and technically breaking the rules. Obviously you do also gain attention and authority on particular subjects via guest posting even without a link, as long as you have an author bio that is.

I would say the ONLY link building tactic that doesn’t break any of the guidelines is creating link bait – that is if it is actually a valuable piece of content, which link bait should be.

However, ethical link building will should not get you penalised, but Google is making this harder to do and (I believe) eventually links will hold half the weight as they do now, and social signals will be of much higher importance in Google’s algorithm. And eventually they will be giving us as individuals credibility (hence authorship mark-up) which means – if a person well known in your industry tweets about you, it will carry more weight than if I tweeted about you – anyway that’s another topic and another post…

What classes as ethical link building in a post penguin/panda world?

• Effective link building tactics:
• Guest posting
• Social links and mentions
• Creating link bait
• Creating YouTube videos
• Slide sharing
• Infographics
• PDF sharing

Some of the above can in fact be ineffective and essentially black hat (automated systems, duplicate content), the trick is to do everything manually and not share rubbish content.

Not so effective yet what hat tactics:

• Article marketing (using high quality unique articles)
• Directory submissions (manual submits & high quality directories)
• Web 2.0 profiles and off site blogs

White hat on-page SEO

Over optimisation has hit a lot of websites since the algorithm updates, however this is the easiest thing to fix and I don’t understand why I still see webmasters plastering keywords everywhere and stuffing titles with them. I’ve recently updated my ‘Keyword Density Article‘ to accommodate the changes made to the Google algorithms, I now recommend having a keyword density of 1%- 2% (this is usually up to 6x in a long article and less in a short article) within the body text (using exact match terms), rather than anything below 5%. I also recommend using partial match keywords on the page; I go into more detail on this here.

One of the most important places for your main keyword to appear is within the Page Title, but I would not duplicate that with the first H1 tag on the page (like WordPress does as standard) use the main keyword in the title, and a different variant in the H1 tag, so they both say the same thing but in a different way.

I know it’s cheesy but it’s true – you should ‘always write for humans, not the search engines’.

Gray hat SEO

Gray hat SEO is a tricky one, it borders on the side of black hat and white hat. Using tactics that are less likely to get you penalised (but penalties can still occur) for example:

• Three way linking
• A high keyword density but not overly stuffed
• Indirect paid links – Say you contributed time or money to a cause, and as a thank you they linked back, creating what is technically a paid link.
• Link exchanges
• Creating thin content just to have more pages

The good thing about most gray hat tactics are the chances of actually getting caught and penalised is slim, and in some cases future proof. For example indirect paid links will most likely never be found – personally I would never syndicate my own blog posts to article directories, I feel it could cause a lot of duplicate content issues and will dilute the articles authority – I would also find creating thin content risky since the Panda updates.

Black hat SEO

Black hat SEO is fun (please don’t hate), yes it does fill the internet with crap, but the majority of black hat seo’ed websites don’t make it into Google (not very high anyway). However, some SEO’s I know personally kick ass with Black Hat tactics, I’m not sure how long the positive effects will last especially with the new Google updates planned for release this year, but they seem pretty confident that they can alter their tactics to accommodate any algorithm change Google may release.

I’m not going to lie, I do like to dabble in black hat tactics sometimes, but not for this site or for any site I care about. It’s more a way of testing Google, and seeing where the boundaries are – it helps me understand how Google works.

The marketers I know personally that use black hat tactics do actually have very helpful sites with loads of unique content; they just don’t have the patience to sit around and try to build links and rank higher the ethical way. However I would NEVER use these tactics on a client’s website, or on a website that I wanted to stick around for the long term, mainly because one small algorithm update can potentially wipe you out, and I don’t want to be worried every time an update comes around.

Some examples of black hat tactics are:

• Software to automate article and directory submissions while spinning the content
• Scraping content and publishing it on your website
• Basically all automated link building tools
• Cloaking (showing different content to search engines and visitors)
• Keyword stuffing
• Hidden text

So to sum up, never use black hat tactics on client websites – be weary of gray hat and always try to stay ethical, a small hiccup could cost you clients and money.

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It really depends on what type of site you are running, if it is a blog like the site you are on now, the truth is no it does not matter. The majority of the traffic to this blog comes from Google when people are looking for a solution to a problem, for example the ‘Twitter for WordPress’ fix I posted about a month or so ago, since everyone who lands on that page are only there for one reason, to get the fix – there is no point in them staying around, obviously some do but I imagine the majority only want to fix their Twitter widget.

A good way to prove this is by looking at the ‘Time Spent on Page’, if this is fairly high (depending on the length of the pot) it’s safe to say most people who landed on the page read the full post and used the fix.

After getting the fix, people either left and implemented it which is what I wrote the post for, or they clicked on a Google ad; either way I am happy.

However, if you are running a site like http://www.usertesting.com/ for example, a high bounce rate on the homepage, can only be a bad thing. It means no one even bothered to look at the pricing page, and since they have no ads or third party links on the page it can only mean one thing – the visitor left.

Ok but what about the blog area on a site like User Testing?

I know I said at the beginning, bounce rate on a blog doesn’t really matter, instead you should look at the time on page. This is not the case with this blog. I imagine the only reason user testing write on their blog is to build traffic to their website, which in return would increase signups. Even if users read their full blog post, it doesn’t accomplish the goal user testing hopes to achieve.

I imagine (I do not have access to their analytics) that their blog area has a fairly high bounce rate, from first looks there are things they could potentially do to improve this for example:

Add a better call to action, currently if you look at one of their blog posts, there is nothing really standing out from the page other than the big featured images on the right. What they could do is add an orange (contrasting to their blue design) button above the images on the right. This will immediately draw a users attention to it, I would also add another further down the page.

A button saying ‘Pricing/Signup’ scares a lot of people, and the majority of users that didn’t initially come to the site for their user testing service will not bother clicking through. Instead I would title the button something like ‘Find out about user testing’ or simply ‘Find out more’. This way even some of the ‘not interested’ people might click through and realise their prices are cheaper than they originally thought they would be and may try it out. The main aim of a blog on a site like User Testing, is to drive traffic to it’s ‘Buy Page’ where they should have some good sales copy, and for this to happen – Good calls to action are needed – see below for how I imagine this looking:

Before

After

Maybe you’ve read this whole post, not even knowing what bounce rate means? So I’ve taken the liberty of pasting Wikipedia’s definition which is spot on:

Bounce rate (sometimes confused with exit rate)[1] is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site.

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Since we target different towns, it would be good if instead of showing our 0800 number we could show them one of our local numbers

The client is a Digital Aerial Fitter; he covers the south east of England. I initially though yes this would be easy, just create a new page template & header for each town with a different number that was until I saw how many numbers there were. Doing it that way just wouldn’t be feasible, mainly because I didn’t want a huge list of page templates, this solution does however involve creating multiple headers, but it’s easier than you think.

The benefit of having a totally different header file is that you can have totally different information in the header, for example you can use different images on every page if you wanted. Let’s get to it:

Step one

Login to your site via FTP and navigate to the themes folder, find header.php (it might be named slightly differently) and download it.

Step two

Open the header.php file in a code editor (or notepad) copy everything and create a new file named header-whatever.php (obviously you can rename the ‘whatever’ part).

Change the parts you want to have different to the standard header, so if it was a background image, you would give the header a new class and set the background in the CSS, once you have made the changes re-upload the file into the same directory you took the header.php file from.

Step three

Login to your WordPress admin and navigate to Appearance -> Editor, find the page template file on the right it’s usually called page.php (you should do this for all page templates).

Step four

Since I was creating different headers to show a local number, it meant some of our pages could show the same number, for example ‘Aldershot’ is right next to ‘Farnham’ they both have the same local area code so would both use the same header. For this I’ve put the pages into an array. This would work well if for example you wanted to show a different image for each section of your site, for example on the pages regarding ‘SEO’ you wanted to show a blue header, but on the pages regarding ‘Web Design’ you wanted to show red; in this scenario you would list all of the SEO pages into the array which displays the ‘blue’ header and the Web Design pages into the array that shows the red header.

Find the section in the page template file where the header is called, it should look something like this: ‘get_header();’, then replace it with the following (replacing the ‘page-here’ parts with the url of your page in this format: ‘my-first-page’ without ‘/’ or anything else):

if (is_page(array('page-here','page-here','page-here','page-here'))) {
include(TEMPLATEPATH.'/header-red.php');
} 
elseif (is_page(array('page-here','page-here','page-here','page-here'))) {
include(TEMPLATEPATH.'/header-blue.php');
}
elseif (is_page(array('page-here'))) {
include(TEMPLATEPATH.'/header-green.php');
}  
else {
get_header();
}

The above is highly customisable, for example you can copy the ‘elseif section to add another header like so:

if (is_page(array('page-here','page-here','page-here','page-here'))) {
include(TEMPLATEPATH.'/header-red.php');
} 
elseif (is_page(array('page-here','page-here','page-here','page-here'))) {
include(TEMPLATEPATH.'/header-blue.php');
}
elseif (is_page(array('page-here','page-here','page-here','page-here'))) {
include(TEMPLATEPATH.'/header-blue.php');
}
elseif (is_page(array('page-here'))) {
include(TEMPLATEPATH.'/header-green.php');
}  
else {
get_header();
}

And likewise you can remove one, you can add as many pages as you like into the header array.

Let me know if you use this and how it works for you! Also if you need any help, post a comment below.

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It was ‘Photon’, if you have recently had the same issue, have installed Jetpack and activated Photon go back and deactivate it by clicking the ‘learn more’ button. Since the images that had broken were using TimThumb (my thumbnails), I assume the problem is with TimThumb compatibility rather than the module itself, so if you’re not using TimThumb it should work fine!

In the meantime if you wanted to use a CDN, check out ‘Cloud Flare’.

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Page Rank Status

This is one of the best SEO extensions avaliable, it not only shows you the page rank of a site, but a whole host of other things as well including:

Much more…

As well as all of this, it also gives you some great information on the page itself including:

You really cannot beat this extension, I haven’t noticed it slowing my browsing experience either.

Checker Plus For Gmail

This, I think is much better then the Gmail extension by Google, it allows multiple accounts to be signed in. It also displays a notification in the bottom right hand corner of the screen showing the first few lines from the email when you get one. You have the ability to mark the email as read right from the notification, with this extension you will never need to go to the Gmail website again!

Edit This Cookie

This has proved very useful, especially with the new EU cookie law and checking analytics and other tracking cookies are being placed correctly. It allows you to see what cookies are being placed as well as giving you the option to edit and delete them.

Screen Capture

I remember a few years ago when I had to use ‘print screen’ and paste it into Microsoft paint if I wanted to capture an area of my screen. This extension allows you to do it all from the browser, capturing just the areas you want, as well as an option to capture the whole page.

Google Analytics Debugger

Extremely useful if you are an Analytics fan and are always setting up conversion tracking, ecommerce tracking events and goals. It will print lots of information to your JavaScript console, within Google chrome. It will show warnings if something is not setup correctly and it will also show you a breakdown of each tracking beacon sent to GA.

Strike Out Nofollow Links

This is more of a bonus extension rather than an ‘You must get this’ one. I personally find it very useful at times, but I don’t tend to use it too much, only when on the prowl for some good links. Un-like some of the other no follow extensions this isn’t bloated and doesn’t break, it’s simple and works very well.

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This as you can imagine caused a lot of problems, you can just use another stylesheet if someone browsing using IE comes to your site, but that’s quite simply a pain in the ass. Luckily for us a solution has been born in the form of JavaScript, you can find it on github here.

All of the usage instructions can  be found on the github page, but I want to tell you how easy it is, so follow my instructions instead:

1. Download the respond.min.js file.
2. Upload the respond.min.js file onto your web server
3. Reference the JavaScript file in your header, ideally just below your CSS (but not above).

That’s it, just write your responsive CSS as normal.

It is important to say, that although this has worked perfectly for me on another site, it does only support min-width and max-width media queries and all media types (screen, print, etc), this is to save on file size and page speed.

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There is no quick fix for SEO, I believe the days of Black Hat SEO are behind us; I’ve done various experiments on this and cannot get a website to rank for more than a few weeks using black hat methods, Google is getting even more intelligent and the only way to truly beat Google is by playing by the rules. Below are my top 10 tips for a successful SEO campaign, they are in no particular order as each on is as important as the last:

1) Don’t just setup Analytics… Use Analytics:

Analytics is an extremely powerful tool, and best of all it is free. I’ve seen far too many SEO’s setup analytics and use only its basic functions e.g. finding out how many people have visited the site, demographics, landing pages, visitor medium and keywords. Analytics allows you to do a whole lot more than just the ‘basics’, event tracking and goals should be setup wherever an action is needed, profiles should be created to separate useful data, advanced segments should be made the most of and custom alerts and reports should be setup so you can always be on top of what is happening on the site.

If it is an ecommerce shop, ecommerce tracking should also be setup, making use of the funnel visualisation. This is a really good way of finding out what part of the sales funnel potential customers are dropping out on.

Google Analytics also has an A/B testing section, there is a lot of ground to cover on this so I will create a more in depth post on this later.

These are just some of the things Analytics can do, there are many more things!

2) It’s not all about links:

Yes links play a big part in SEO, they have done since they were brought into the ranking algorithm back in the day; but they do not count for 100% of the algorithm, so don’t spend 100% of your time building them. You should constantly be adding new fresh content to your pages, going back and improving past pages and keeping in touch with your visitors via social networks.

3) Concentrate on your On-Page SEO before building links:

Links are important, everybody knows that, but good On-Page SEO is equally important. I’ve seen so many SEO’s build a site and then concentrate solely on building links before they have even optimised their title tags or on page copy. Chances are if you have an established site you might find your pages ranking with just good on page seo so always do this first.

4) When building links, don’t just go for easy links:

Links, Links, Links; it’s not all about how many links you have, forget the saying ‘A link is a link’ it’s not; whoever made that saying up deserves a slap in the face. For example a link from the bbc.co.uk will be 1000x more valuable than a link from ‘freelinkshere.com’. Spend more time chasing the high profile links, rather than spending a day building 50 rubbish links that won’t move you up the rankings.

5) Make the most of rich snippets:

Rich snippets allow you to add extra things to your search results listing, like a picture of yourself or star ratings. Although these do not have a direct impact on rankings, it does have a good impact on the click through rate from the search engines results page. I’ve personally noticed since adding the author rich snippet my traffic and click through rate from the SERPS has increased even thought my rankings haven’t.

6) Keyword research, and more keyword research:

Any good SEO campaign should start with keyword research, without it you are just guessing what people are searching for and how competitive a keyword is. Keyword research isn’t a case of just using the Google Keyword Tools and exporting a list of hundreds of keywords. Good keyword research can take a day or more to complete, especially for your main keywords, analyse the competition properly by looking at their site and link profile, for a guide on Keyword Research check out this post.

7) Write for humans:

Nowadays you cannot simply repeat keywords to get high rankings in Google, in fact if you do this you are likely to get penalised. Write for the visitors to your site, not the search engines. What’s the point of getting lots of people to your site if they are just going to be met with rubbish unreadable content? They will just leave!

8) Use webmaster tools and Bing Webmaster Toolkit:

Google webmaster tools can give you some great data on your site, including crawl errors and HTML improvements; as well as showing you search data and average rankings for keywords. It also allows you to receive messages from Google, so you can always be informed of major changes on your site or if you happen to get a penalty.

The Bing Webmaster Toolkit has also greatly improved, in some ways it is better than Webmaster Tools so it’s worth signing up for both.

9) Don’t stray into the dark side (be patient):

It can take some time before you see results from your SEO campaign, and during this time it is easy to stray, you might see an ad for 1,000 links going cheap or a company offering 1st page rankings within a month. All of it is rubbish, good white hat ethical SEO can take a long time BUT this is the best way to go; why? Because if you start doing black hat tactics you could get penalised, this will make the whole process take even longer.

10) Get social:

Social media over the past few years has become extremely important, every big company has a Facebook page, Twitter account and Google plus profile; so should you! It helps you stay connected to your visitors and drive those visitors back to your site. And also not forgetting social links are now considered when ranking a site!

No top ten list would be right without a bonus 11^th tip right?

11) Be organised:

I must admit, I have not always been the most organised person in the world, in fact I used to be quite the opposite. However I noticed this was a bad thing when I started to forget things, and always completed my weekly/daily tasks late so instead they became monthly tasks.

However I now create a daily diary using my outlook calendar (there are plenty of other tools that allow you to do this for example, Remember The Milk). Since I have started doing this my productivity has gone through the roof, there is nothing more satisfying then seeing a bunch of checked completed tasks at the end of the day!

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SEOMoz has changed a lot since it was first released, one of the biggest changes is the new-ish ‘Campaign Manager’, this really changed the way you used SEOMoz. With this added functionality SEOMoz went from being a great place to find SEO tools to being the place you went to manage, monitor and report on every aspect of your SEO campaign; once you have created a campaign you can use all of the available tools.

They offer a host of extremely useful SEO tools, and unlike some other sites, especially free sites they are maintained and work well, some of the tools included in a subscription are:

Rank Tracking

Every SEO needs a descent rank tracker, no matter how many times you tell your clients that getting ranked for one or two key terms isn’t the way SEO should be done, they don’t listen, they always want to see their page ranking higher for a few select terms, or in other words ‘Trophy Keywords’.

This tool makes it extremely easy to report on current rankings for any keyword, as well as showing historic rankings in a nice graph.

Their rank tracker also allows you to get rankings for a number of search engines, not just Google but also Google UK, Bing, ask and Yahoo; you can set it to search in most countries.

Other than the above points, what makes the SEOMoz rank tracker much better than any other tracker I have used, is how accurate their results are.

Keyword Difficulty Tool

For me personally, this is by far the best tool SEOmoz has to offer, forget manually checking out the top ten websites ranking for a keyword and determining how competitive it is by checking their backlinks and on-page SEO. This tool does it all for you with a click of a button.

The full report details the top 10 results for a given keyword going into a lot of detail such as:

• Inbound links
• Keywords in domain
• Domain and page authority
• And more…

It also displays search volumes for the given keyword, which is extremely useful.

Open Site Explorer

Open Site Explorer is a godsend, especially since the Yahoo site explorer was shut down. It allows you to view all of the backlinks pointing to a domain, and a since page, sorting all using SEOmoz’s own ranking metrics ‘Page Authority’ and ‘Domain Authority’, as with the ‘Moz Rank’ metric (SEOmoz’s own version of PageRank) they are scarily accurate.

On-page Analysis

The on-page Analysis tool allows you to pull a full on-page SEO report for any page. The reports detail what elements on pages can be improved and grades each page on a scale of F to A.

The best part about the on page analysis tool is that it doesn’t just tell you what you need to improve, it actually tells you how to do it, and why you should improve it along with best practices.

Crawl Diagnostics

Probably one of the most useful tools within the SEOmoz suite, it displays all crawl errors including:

• 4XX not found errors
• 5XX denied errors
• Missing title tags
• Duplicate page content
• Duplicate titles
• Pages blocked by robots.txt

As well as errors it also reports on warnings, including:

• Overly-Dynamic URL’s
• Temporary redirects
• Meta refreshes
• Title tags too short/long
• Too many on page links
• Missing meta tags

And if that wasn’t enough, it also reports notices such as:

• URL’s too long
• 301 redirects
• Meta-robots nofollow
• Pages blocked by meta robots
• Rel canonical tags

Social

This is a fairly new feature within SEOmoz, and a very powerful one. It allows you to track and report on your own social accounts, as-well as compare your accounts with competitor accounts.

Link Analysis

This tool single-handedly shows you how you fair against your competitors in terms of links. When you setup a campaign within SEOmoz, you have to input 3 competitors – this then allows you to compare multiple metrics one of which being links.

The link analysis report allows you to easily compare the amount of links, MozRank/Trust against your competitors; as well as the split of no followed and followed links and domains. You can also view their top 5 most powerful links and yours, allowing you to poach them if possible

Traffic Data

The traffic data app allows you too connect Google Analytics with SEOmoz giving you some extra data to play around with. Including displaying branded search terms, and showing how many visitors arrived at your site via the keywords you’re tracking.

Conclusion

This review is in no way comprehensive, there are a lot more features within the SEOmoz tool-set – but for me the above have proven to be most useful.

I believe the SEOmoz tools are some of the most powerful around – and I’ve tested a lot. However, the cost is fairly high (starting at $99 per month) but it does come with a 30 day free trial. I would like it if they had a smaller package where you could only create 1 campaign (currently the lowest is 5), because if you are a simple website owner or a small business the chances are you will only have the one website.

Other than that, there is not much else to say about SEOmoz in terms of negative comments – I would definitely recommend them to other consultants and agencies, I don’t know how I coped and kept on top of everything before I had access to these tools.

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