Tag: Optimization

Content Optimization: A Step-by-Step Guide

Is your content not getting the results it deserves?

Unfortunately, in today’s ultra-competitive, crowded SERPs, creating great content isn’t enough. You need to optimize it effectively if you want it to rank and sell.

That doesn’t just mean optimizing content for Google. You also need to optimize your content for readability and for conversions.

Confused? This is the guide for you. I’ll show you a step-by-step guide for optimizing your content. We’ll cover:

  • what content optimization is
  • why you need content optimization
  • how to optimize your content for SEO
  • how to optimize your content for readability and style
  • how to optimize your content for conversions
  • common optimization mistakes

Ready? Let’s begin.

What Is Content Optimization?

Content optimization is the practice of updating and improving your content so it has the best possible chance of achieving its goals. That goal could be ranking in Google, but it could also be converting readers into customers or acquiring backlinks. In many cases, it’s a combination of several of these metrics.

Why Do You Need Content Optimization?

From an SEO standpoint, content optimization is essential if you want to rank. You might have written the best article in the world from a reader’s perspective. But if you don’t optimize content for Google, it won’t rank.

Getting your content to rank in Google has many additional benefits. These include:

  • earning backlinks
  • growing your audience
  • increasing leads
  • building trust

Optimizing your content for readability improves audience engagement and helps your brand to build trust with readers. It can also help to position your brand as an authority. It’s a lot easier to trust a brand that clearly puts time into content creation compared to one that puts out barely legible content.

Optimizing content for conversions is critical if you want to squeeze as much money out of your efforts as possible. You’ll never write the best-converting piece of copy the first time around, which is why tweaking your headings, targeting new keywords, and improving your CTA is vital. In addition, goals for conversion may change over time, and you want to make sure your content adapts with them.

How To Optimize Content For SEO

Improving your content’s rankings is the primary reason for content optimization. So let’s start by looking at how to optimize content for SEO.

Keyword Research

Optimizing content for SEO starts with keyword research. You need to make sure you’re targeting a keyword that

  1. has traffic potential
  2. you can rank for

Ubersuggest is one of the best ways to find suitable keywords. Use the Keyword Ideas tool to enter a seed keyword and get a list of relevant keywords along with their potential volume and SEO difficulty.

Keyword research from Ubersuggest for content optimization.

You’ll want to choose the keyword that best represents your content, but also has a decent amount of traffic and a realistic keyword difficulty. If your site is new, there’s little point optimizing for a term with an SEO difficulty in excess of 50. You’re fighting an uphill battle from the start.

You can also use this tool to find semantically related keywords that you should also use in your content. The more of these topics you include, the easier it will be for search engines to understand what your content is about.

Competitor Research

Once you have your keywords, it’s time to see what’s currently ranking on Google. In particular, you need to make sure your content aligns with what users are searching for. Luckily, that’s pretty easy to understand by analyzing each of the top-ranking results. Open them up and look at:

  • The page type: is it a blog post, an e-commerce page, or something else?
  • The format: is it a listicle, a how-to guide, or a review?
  • The content: Do the top pages write about the same thing? Do they all come at the topic in a similar way?

Don’t try to be unique here. If Google is prioritizing blog posts over e-commerce pages for a certain query, then you need to create a blog post. The same goes for the content’s format and angle. Understand what Google wants and then deliver it.

Don’t just create cookie-cutter content, however. By analyzing the content for each page, you can see what’s missing and find places to add your own perspective.

Integrate Keywords Into Your Content:

At the same time, you’re editing your content to align with Google’s preferred format, make sure you’re integrating your keywords into your content.

You should include keywords in the page’s:

  • title
  • meta description
  • H1 tag
  • image alt tags

You should also naturally include your main and related keywords throughout your copy. Be careful of keyword stuffing, however. Keyword stuffing is when you fill a webpage with a specific term. Not only does this provide a terrible user experience for your readers — who have to trip over the phrase every other sentence — but it will also get your site penalized by Google.

If in doubt, err on the side of caution and follow Google’s advice:

“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.”

Add Internal and External Links

Internal linking is criminally overlooked when it comes to content optimization. The more internal links you have on your site, the easier search bots can crawl it, and the more link authority will be passed between pages.

Internal linking also makes it easier for humans to navigate your site.

When optimizing a page, list all related pages on your site and find a way to link to them naturally in the copy. Then go to each of these pages and make sure there is a link back to the page you’re optimizing.

How To Optimize Content For Style and Readability

Next, let’s look at how to improve your content from a human perspective. There’s no point in having an article that ranks well if users aren’t going to spend time reading it. At the same time, the more readers engage with your content, the better your rankings will be.

Improve Your Content’s Structure

Does your content look like a stream of consciousness, or is it carefully structured and easy to scan? If it’s more the former than the latter, then you’re going to need to reassess your content’s structure.

Luckily, improving your content’s structure and increasing visual comprehension is easily done:

  • Add a table of contents at the start of the post
  • Use bullet points to break up paragraphs
  • Use headings and subheadings
  • Add a takeaway sentence at the end of section

Add Images and Other Media

Another way to improve your content’s structure is to add images and videos to your content. Make sure the images are relevant and add to the content — in other words, limit the use of stock photos.

When you add images, improve your SEO by adding keyword-rich,descriptive titles and alt tags to all of them. But again, be careful of keyword-stuffing.

Imagine I’m writing an article about choosing the right sized moving truck and I want to include the following image:

A man in a truck helping unload it.

(image source)

Here’s a bad example of a title and description for this image.

Title: truck.png

Alt text: moving truck

Neither are particularly descriptive, despite including the keyword.

Here’s another bad example:

Title: moving truck.png

Alt text: moving truck image to find the right sized moving truck

This is a classic example of keyword-stuffing. The alt text has too many keywords that it becomes unreadable.

Here’s what the title and alt text should look lke

Title: loading-moving-truck.png

Alt text: Loading a moving truck with black crates

Both the title and alt text accurately describe the image and include a relevant keyword once. Were someone to use a screen reader on this image, they’d be able to imagine what it looks like fairly easily.

Optimize for Readability

If your users are spending their valuable time reading your content, make sure it’s a great experience.

There are lots of ways to improve your writing:

  • Use a spellchecker to eliminate errors.
  • Eliminate fluff like cliches and words like “that.”
  • Use short sentences and write as you speak.
  • Vary sentence length, so your copy isn’t monotonous.
  • Write in an engaging tone.

Tools like Hemingway, Grammarly, and Writer are fantastic additions to your arsenal when it comes to improving your content’s readability.

Grammarly and Writer are writing assistants that will improve your spelling, grammar, and clarity. Think of them as spellcheckers on steroids.

So not only will they highlight spelling mistakes and suggest places to add an Oxford comma, they’ll also offer style and tone suggestions.

In the example below, for instance, Grammarly suggests you replace “very helpful” with “constructive” because it’s a stronger and more concise alternative.

Using Grammarly to improve content.

Both platforms have their own app and can be integrated into common writing tools. Writer, for instance, offers add-ons for Chrome, Microsoft Word and Figma. Grammarly can be integrated into an even wider range of tools, including Gmail, Outlook, Slack, LinkedIn, Notion, Google Docs and even Salesforce.

Hemingway can also improve your grammar, but it excels in suggesting ways to make your copy bolder, more concise, and more engaging.

For instance, it highlights hard-to-read sentences, suggests simpler phrases, and gives your content a readability score. It won’t turn you into Heminway, but it can certainly help you write with more style.

Using Hemingway to optimize content.

How To Optimize Content For Conversions

Good content converts. But here’s how to create great content that converts.

Target Commercial Keywords and Topics

Choosing the right topic is the first step to driving sales with content. Just as you did when optimizing for SEO, make sure the keyword you’re targeting has a high user intent. You can use Ubersuggest to analyze keywords, but the following sources are also a great way to find suitable topics:

  • Reddit
  • Quora
  • Alexa
  • Buzzsumo

Bonus points if your product or service is relevant to the keywords. For instance, we can use the related questions tab on Quora to find a great list of blog topics for a company that sells kitchen knives.

Find suitable keywords and topics by using forums.

“Is a good chef knife worth it?” and “what is the best type of kitchen knife?” are great high-intent information-based topics that may be easier to rank for than a more general keyword like “best kitchen kife”.

Be Persuasive

There are several persuasive strategies you can use to make your copy much more enticing. These include:

  • Add social proof to show real people love your product.
  • Write in a friendly tone to get on your reader’s good side.
  • Show your product works through case studies.

If you can combine several of these points in a single piece of content, even better. Take this blog post about e-commerce website security by BigCommerce as an example:

A quote from Jason Simmons about fraud protection.

In a section about fraud protection, they include a quote from a store owner explaining how a specific app on the BigCommerce platform helped them reduce chargebacks after losing thousands of dollars in merchandise.

Not only does it show BigCommerce apps work, it also proves they are used by real retailers.

Improve your CTA

Every piece of high-converting content features at least one call-to-action. CTAs can take many forms. You could:

  • promote a free trial
  • encourage email sign ups
  • add links to relevant products

CTAs typically come at the end of a landing page or blog post, but they doen’t have to. Buffer, for instance, include an email signup CTA in the middle of their blog post.

An example of a strong CTA by Buffer.

Note how hard it is to miss and how far down it is on the page. That’s on purpose. If you’ve read this far, there’s a good chance you enjoy the content and will want to be updated whenever a new post goes live. This CTA wouldn’t be half as effective if it was used at the start of the article.

What Are Common Content Optimization Mistakes?

Now that we’ve looked at the three major methods you can use to optimize your content, let’s cover the most common content optimization mistakes I see time and again.

  • Not aligning content with search intent. Don’t just optimize your content for a specific keyword, optimize for the intent behind that keyword. If it’s an informational query, like “how to groom my puppy” make sure you write a how-to guide and don’t just sell your grooming tool.
  • Failing to improve the reader experience. Many site owners spend ages improving their content’s SEO, but give no thought to the reader experience. The result is a lot of traffic but a huge bounce rate and no conversions.
  • Not adding internal links. Internal links are an easy way to optimize a number of pages at once, yet they are criminally underused.
  • Not improving the content. Content optimization isn’t just about adding keywords. You also need to make sure you cover a topic in its totality to rank well.
  • Not deleting irrelevant content. At the same time, you should delete content that’s outdated.
  • Over-optimizing content. It’s possible to go too far and stuff your content full of keywords. Avoid this at all costs. Not only will Google penalize your site, but it will also create a poor user experience.

FAQs

What is content optimization?

Content optimization is the process of improving your content so that it ranks better on Google and is more digestible to human readers.

How do I optimize my content?

There are several ways to optimize your content. You can improve your content’s SEO so that it ranks better in Google. You can improve its structure and readability so that it’s more engaging. And you can improve its sales elements like the CTA so that it converts more readers.

Why is content optimization important?

Content optimization offers a ton of benefits. It can bring better rankings, a larger audience, more backlinks and help you build trust. 

Conclusion

Optimizing your content is essential if you want it to be read and drive conversions.. A well-optimized mediocre article will always perform better than a poorly optimized but well-written article.

So make sure you optimize your content for the right keywords, use tools like Grammarly and Hemingway to improve your copy and, and think about ways you can improve your copy’s conversion rate.

Do all three, and you’ll have a killer piece of content that ranks well, engages readers, and sells.

How are you going to optimize your content?

E-commerce Optimization: 6 Steps to Boost Your Conversion Rates

For online stores, increasing conversions is the key to long-term success.

After all, if visitors don’t buy, then you’re not making any money! And with $7.31 trillion dollars projected to be spent on e-commerce retail by 2025, you want to make sure to optimize your CRO so you can receive as much of that spend as possible.

That said, optimizing your e-commerce store can be confusing.

Even if you’ve done everything right, from driving traffic to your website to running digital ads, you might still see low conversion rates. The average conversion rate for US e-commerce stores was 2.8 percent in the second quarter of 2021 (which is the most recent data available).

So what gives, and how can you push past a three percent conversion rate? E-commerce optimization is all about making it easy for your visitors to buy from you.

How do you do that? It starts with diving into your analytics to see where visitors are getting stuck. If that sounds complicated, don’t worry—I’m going to walk you through it.

First, however, let’s talk about why CRO is different for e-commerce websites.

How Is Conversion Optimization Different for E-commerce Stores?

Conversion rate optimization (CRO) for e-commerce stores is different because e-commerce stores sell physical products, which can be more complex and time-consuming to purchase than, for example, a service – which has an average 9.3 conversion rate across the industry.

The difference in average conversion rates is partially because a service website might have one or two steps in the checkout process, while an e-commerce store could have five or six – meaning it’s all the more important for you to optimize your CRO.

This means e-commerce stores need to pay more attention to the purchase process, from product pages to the checkout page.

E-commerce stores have unique friction points, such as shipping and returns, which can impact purchase decisions.

Because of this, e-commerce owners need to take a holistic approach to optimizing their stores.

This might mean looking for opportunities to increase customer confidence through social proof and streamlined checkout processes.

Ultimately, e-commerce owners should focus on creating a frictionless purchase experience to boost their conversion rates.

E-commerce CRO Strategy #1: Add Recommended Products

Adding recommended products to your e-commerce store is a great way to increase conversion rates.

When someone visits a product page, they want information about the product and how it can meet their needs.

If you suggest additional products that might be of interest, you can help guide their purchase decision and increase your conversion rate.

Invespcro found that 37 percent of shoppers clicked a recommended product during their first return visit to a site.

Similarly, shoppers that click on product recommendations are four and a half times more likely to add items to the cart and complete a purchase.

Amazon, for example, recommends products based on previous purchases or items you looked at. This helps keep customers engaged with the site and increases sales.

They also use “Frequently Bought Together” prompts to show customers related items they may like.

Recommending relevant products to your customers also improves the personalization of your e-commerce store.

Website personalization and product recommendations can be further enhanced by using AI, trending data, and previous shopping experiences.

86 percent of consumers say website personalization affects their purchasing decisions. This is an e-commerce conversion rate optimization tactic you don’t want to miss out on.

ecommerce conversion rate optimization graph

You can add recommended products in several different ways. Some examples include:

  • adding recommended products at the purchase stage, somewhere above or under their shopping cart
  • adding recommended products in the confirmation/transaction email you send to customers when they make a purchase
  • add recommended products on search results pages for similar/related products

The steps for adding recommended products will vary based on your e-commerce platform. Here are instructions for the most popular platforms:

E-commerce CRO Strategy #2: Make Sure Your Product Pages Shine

High-quality product pages are key to your e-commerce success.

When customers can see what they’re buying and get an idea of how it will look and function in their lives, they feel more confident about the purchase.

Since your visitors can’t touch and feel your products, you need to make sure the media you use on each product page does them justice.

Start with high-quality photos that depict the product from various angles at different levels of detail.

Make sure your photos are high enough resolution to support a zoom feature to show texture and details.

product image of shoe for ecommerce optimization

If you have the space, add a 360-degree view of the product so customers can get a complete look.

360 product image of car for ecommerce optimization

If your e-commerce store sells clothes or accessories, use models to show how the items look on various body types.

Besides images, consider using demo videos or explainer videos to show your products in action.

Remember, you don’t have to generate all the content yourself either.

Encourage customers to submit visual content or source your images and videos from social media, which perform double duty as social proof, which will help increase conversions.

Product descriptions that highlight key features are also key to getting shoppers to buy.

Be sure to include all pertinent information, such as size, color, and fabric content.

Use clear and concise language to avoid confusion and highlight the unique features of your products.

E-commerce CRO Strategy #3: Streamline Navigation

You can’t make sales if site visitors can’t find what they want.

Your site’s navigation is often the first place shoppers look if they have a specific product or category in mind.

Navigation that is confusing, too complex, or difficult to understand will cost you sales and customers. In fact, a HubSpot case study found that simplifying or removing navigation elements from middle-of-the-funnel landing pages resulted in a 16-28% increased conversion rate!

There’s no one-size-fits-all solution for e-commerce website navigation. The best way to design a website menu depends on the nature of your products and how your customers like to organize information.

Here are a few steps for creating effective e-commerce website navigation:

  1. Use heat maps or do user testing to find how and where users click.
  2. Prominently display categories on every page.
  3. Include clear labels and concise descriptions for all menu items.
  4. Create intuitive and logical menus based on how your customers browse your site.
  5. Avoid burying essential menu items in nested sub-menus.
  6. Test different navigation structures to see what works best for your customers.

An example of great e-commerce navigation comes from Apple.

If you have a large number of products, a drop-down menu that lists everything can be overwhelming.

If Apple included all its products and services in a drop-down menu, its website would have very clunky and confusing navigation.

Not only would that work against the brand’s minimalist image, but it’d also be hard for customers to find what they need.

Instead, Apple opts for clean top navigation with no dropdown or secondary menu item:

ecommerce optimization - apple homepage

When visitors click on a top navigation item, they’re directed to a menu page that lists options within the category:

ecommerce optimization - apple menu navigation

Doing away with a complicated drop-down also helps streamline the mobile user experience, which is increasingly important.

Clear navigation also has SEO and UX benefits.

Providing a clear path to the products customers are looking for makes it easier for shoppers to find what they need on your site—which increases sales.

This can help improve your search engine ranking, as Google (and other search engines) favor sites that are easy to navigate.

If you’re unsure if your site is easy to navigate, or have seen drop-off points in your analytics, consider using a heat map tool like Crazy Egg to see where people click on your pages.

You can also use a tool like Optimizely to test different versions of your navigation and see which one leads to more conversions.

Once you’ve identified any potential drop-off points, it’s time to start making changes!

E-commerce CRO Strategy #4: Add a Wish List or Favorite Option

Wish lists and favorite options allow users to save items they might buy later.

This is a great way to increase conversions because it gives users the opportunity to “test drive” your site and come back later to buy products they love.

Creating a wish list also requires customers to create an account for your e-commerce store.

This allows you to offer relevant promotions and gather customer data to improve user experience and increase sales.

Wish lists can help you:

  • alert customers about special offers available for items on their wish lists
  • deliver targeted content based on items they’ve shown interest in
  • identify retail trends and seasonal activities to improve demand forecasting
  • understand what your customers are looking for and offer similar products
Nintendo ecommerce optimization wish list

Research from Google found 40 percent of online shoppers think their experience would be better if they were offered a wish list.

In addition, make it easy for your customers to create wish lists on other platforms. For example, enable “Pin It” buttons so visitors can share your products on their Pinterest wish lists.

Or, promote the use of the “Save” feature on Instagram and Facebook.

There are many ways to make it easy for your customers to save products they are interested in.

If you use Shopify as your e-commerce platform, you have two options for adding a wish list feature: add custom code to your site, or add a wishlist app, like Wishlist Hero.

On BigCommerce, all you need to do is enable wishlists in your shop’s settings.

WooCommerce offers an extension so you can allow users to add items to their wishlist when they shop your store.

E-commerce CRO Strategy #5: Streamline the Check Out Process

According to the Baymard Institute, 69.82 percent of e-commerce carts are abandoned at checkout.

This rate increases on mobile and desktop devices, which have some of the highest cart abandonment rates.

Cart abandonment rates by device:

  • desktop: 66.1 percent
  • mobile: 80.6 percent

To avoid losing customers at the checkout, make the process as quick and easy as possible.

This means offering clear and concise shipping information, providing a guest checkout option, and ensuring all payment methods are available.

You should also ensure the checkout process is easy to navigate with all required information requested upfront.

Here are a few ways to streamline the checkout process:

  • Use a single-page checkout: This will keep customers from going through multiple pages to check out.
  • Save billing and shipping information: Customers hate having to enter their information each time they make a purchase, so make their checkout process easier by saving and auto-filling their information.
  • Use a progress bar: Let customers know how far along they are in the checkout process so they don’t get impatient.
  • Offer a shipping calculator: This will help customers determine how much their shipping will cost and whether or not they want to continue with the purchase.
  • Personalize page to their local currency: Customers feel more comfortable when they’re making a purchase in their local currency.
  • Reduce clicks: Try to make the checkout process straightforward, so customers don’t get frustrated and leave.
  • Provide order confirmation: Once a customer has completed their purchase, send them an order confirmation to let them know everything went through successfully.
  • Include trust symbols: Add trust symbols like security seals to reassure customers their information is safe and their purchase is legitimate.

Remember, the easier you can make it for customers to buy, the more likely they are to convert!

E-commerce CRO Strategy #6: Add More (and Better) Social Proof

Social proof is one of the most powerful tools at your disposal to boost e-commerce conversion rates.

Adding social proof elements to your site increases confidence in potential buyers and nudges them towards completing a purchase.

Some effective ways to add social proof include testimonials from happy customers, reviews from unbiased third-party, or user-generated content of your product in action.

According to Trustpilot, 89 percent of global consumers read online reviews before making a purchase.

This implies reviews are a regular part of a consumer’s purchase journey, but they can also be a deciding factor in the purchase process.

That said, reviews don’t just exist on your product pages.

Other digital channels such as social media, email marketing, and even paid search can be used to display reviews.

For example, brands that work with influencers can benefit from video and social posts that include reviews.

This can include YouTube reviews, unboxing videos, or branded TikTok promotions.

There are a few things you can do to increase your reviews, including:

  • asking customers for reviews after purchase.
  • making it easy for customers to leave reviews on your site
  • including social media icons on your product pages that link to your profiles
  • using review aggregators like Trustpilot and Bazaarvoice
  • reaching out to influencers for social content creation
  • promoting UGC on your social channels

Frequently Asked Questions About E-commerce CRO Strategies

How can I improve my e-commerce conversion rate?

To increase your e-commerce CRO, consider adding recommended products, making sure your product pages shine, implementing simple navigation, providing a wish list option, streamlining the checkout process, and adding social proof.

How are e-commerce conversions calculated?

E-commerce conversions are the total number of visits to your e-commerce site divided by the number of purchases.

What is a good e-commerce conversion rate?

The average e-commerce conversion rate varies depending on the type of product you sell but is typically around two percent. Some of the top e-commerce sites have conversion rates between 5 and 10 percent.

What is CRO in e-commerce?

E-commerce conversion rate optimization, or CRO, is the process of making adjustments to your site with the goal of increasing the percentage of visits that result in a purchase. In e-commerce specifically, CRO is focused on optimizing the product page, checkout process, and overall user experience.

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Conclusion: E-commerce Conversion Optimization

E-commerce conversion optimization is key to driving growth for your business.

While blogs and service sites rely on traffic from search engines and social media, e-commerce sites need to optimize SEO and every step of the buying process.

When starting an e-commerce conversion rate optimization strategy, start by looking into your customer data and website analytics. Use heat mapping tools to see where customers are clicking and what they scroll past.

Once you understand what is and isn’t working, start making changes to your website.

Test each change to make sure it improves conversion rates before rolling out the change to all visitors.

What CRO strategies have you used to boost e-commerce sales?

Why Entity-Based SEO is a New Way of Thinking About Optimization

Search engine optimization (SEO) used to be defined by the number of keywords and keyword synonyms across your website’s content. 

When Google launched its knowledge graph, SEO shifted away from simply relying on keywords, and search engine crawlers began prioritizing rich snippets and entities on search engine results pages (SERPs).

These days, Google has more systems to identify the true meaning of keyword searches and queries. By categorizing ideas into “entities,” Google revolutionized its search proficiency.

While keywords are still important, SEO experts now also use entity-based SEO to further their ranking efforts. Context and relevance are becoming increasingly important in search engine results, and entities can help improve these factors. 

In this article, we’ll explain what entities are, how to use them, and what the future of SEO might look like.

What Is Entity-Based SEO?

Entity-based SEO uses context, not just keywords, to help users find the information they seek.

While keywords are an essential part of your SEO strategy, they don’t fully reflect how humans search for information. For example, a person who searches for “Paris” may be looking for Paris Jackson, the city of Paris (in France or Texas), the movie Paris Is Burning, or innumerable other options.

Google offers suggestions for searchers regarding additional context, which serves the dual purpose of speeding up their searches by showing popular options and reminding them to add more context if none of those are what they need.

google search for paris showing entity based seo

Entity-based SEO is helpful for searchers but slightly has made things a bit more complicated for content creators. Three ways entity-based SEO has changed the landscape include:

  1. Better mobile capabilities: Entities allowed SEO to improve mobile results. Entities also improved mobile-first indexing, which is more prevalent than desktop searches. 
  2. Translation improvements: Entities can be found regardless of homonyms, synonyms, and foreign language use thanks to context clues. For instance, a search for “red” will include results for “rouge” or “rojo,” if the searcher’s settings allow for this. 
  3. Rich snippets: Rich snippets, which include things like photos and customer ratings as part of their results, generally outperform even number one search results.

Keywords Vs. Entities: What’s the Difference?

Entities might sound similar to keywords. In fact, they are quite different. Here’s how they differ and why those differences are so important.

Keywords

Keywords are words or phrases used in searches. They’re often the focal points of terms users search for and can be questions, sentences, or single words.

For example, users looking for makeup tutorials may search for makeup, tutorial, smokey eye, how to do a smokey eye, and so on.

entity based seo smokey eye example

Keywords still matter because they connect your content to queries. Your goal is to drive organic traffic to your site by ranking for keywords that help customers find your brand on search engines.

Keywords have long been the backbone of SEO, mainly because search engine algorithms needed clear, concise direction to populate relevant search results.

In the early days of SEO, keyword stuffing, which involves adding your chosen keyword far too many times or including largely irrelevant, popular keywords, was used constantly. At the time, search algorithms needed to see specific keywords repeatedly to rank content properly.

These days, algorithms have evolved significantly, and many old SEO tactics are, at best, frowned upon.

Google has always maintained that good copy and content are preferred over keyword stuffing and other black-hat SEO tricks.

Entities

As defined by Google, an entity is “A thing or concept that is singular, unique, well-defined and distinguishable.” This doesn’t need to be a physical object and can include colors, dates, ideas, and so on. 

Entities can be people, places, products, companies, or abstract concepts. They should always be distinct and independent of other entities or keywords.  

Emphasizing entities over keywords has allowed search engines to be more accurate in their results. However, search engines aren’t psychic—they need more information to figure out which entity you’re searching for.

For example, a search for the word “apple” could result in pages about the fruit or pages about the company. As interesting as both topics are, if you’re searching for information about whether apple seeds are indeed poisonous, reading about iPhones probably won’t be too helpful. You need to add some keywords to tell the search engine which entity you mean. 

apple fruit vs Apple company logo entity based SEO

We can think of entities as large topics keywords live within. For entities to be legitimate, they need to link to a search engine knowledge graph representing linked information and data across the internet. Knowledge graphs allow search engines to scan your website effectively. 

Google’s Knowledge Graph used Wikipedia as its primary trusted seed set. An easy way to think about entities is that they are anything that could have a specific Wikipedia page assigned to it. 

It’s important to note that not every entity has a Wikipedia page. This could just be a helpful way to think of the concept.

How Do Entities and Keywords Work Together?

Keywords with context help entities become defined, but you need to know precisely what your entity is all about before you can create your keyword-rich and well-written content. An SEO strategy recognizing both factors is your best bet for success.

On-page, you can create entities for an internal knowledge graph that uses keywords to link to different pages on your site. You can also connect your content to high E-A-T knowledge graphs such as Wikipedia or LinkedIn. While this won’t directly affect your page rank, it can improve your page authority in search.

Benefits of Entity-Based SEO

Entity-based SEO is more relevant, refined, and granular than keyword SEO alone.

Over time, improvements in automated natural language processing and new search methods like chatbots and digital assistants have made search queries longer and more complicated.

Yet, most search queries still relate to an entity. For example, “Things to do in Brussels” or “What to do in Brussels today” relates to Brussels, Belgium. Even without the quantifier of Belgium, search engines can tailor their results based on previous entity knowledge and context.

For marketers, entity-based SEO offers more concrete discoverability. Ensuring your brand is a concrete entity could help you include a large number of keywords that may not have been previously available. Nike, for example, can be searched through running shoes, tennis shoes, workout clothes, Air Jordans, and more, without users getting lost along the way. 

In e-commerce, entity-based SEO can connect your products under a single entity. For example, if you sell windows in Paris, France, you may be able to contribute keywords to the Paris, France entity, opening up your business to potential new clients. Also, connecting your window selling business to Paris, France, helps ensure customers living in Paris, Texas, won’t see your content and mistakenly order from you.  

How to Shift Your Strategy to Entity-Based SEO

Adding an entity focus to your existing SEO strategies could help you prepare for future algorithm updates.

Understanding which entities your business connects to and establishing your business as an entity in itself will become increasingly important in coming years.

How do you move on from previous, often keyword-focused strategies to an entity-based strategy?

List Your Business on Relevant Directories

One way to leverage entity-based SEO is to list your business on directories across the internet. Google My Business, for example, is used as a data source for the Google Knowledge Graph. 

Other listing services, such as Yelp, can also help create strong, domain-rich backlinks for your brand and help you create a known entity. Yelp appears in the top five search results in 92 percent of Google web searches.

Listing sites may change from location to location, so do your research when deciding where to list. Additionally, be sure to choose sites with high domain authority to improve your search engine standing. 

Using this strategy, businesses listed here can form entities and begin connecting unique keywords.

Prioritize Brand Building

Brand building is another essential tactic in entity-based SEO. Any offline brand presence measures need to be brought online, and you should always be considering new ways to create a well-defined and unique identity for your brand.

Managing your reputation is also increasingly important, as your reputation may factor into entity creation. Be conscious of the keywords you currently rank for and note—and correct for—any possible PR problems that could arise.

Consider Your Use of Interface Management Tools

Interface management is becoming a factor in entity-based SEO, as a silo approach to collaboration may negatively impact search engine visibility. This may happen despite keyword rankings, which could significantly affect some businesses.

Ultimately, focusing on keywords is not going to be enough going forward. Businesses and marketers need to shift their focus to entity-based SEO and start implementing tactics to ensure their content connects to their entities.  

Conclusion

Entity-based SEO can be a great way to communicate the context and relevance of your brand online.

By targeting ideas and context rather than words or phrases alone, entities build a bigger picture of your content, potentially allowing it to out-perform traditional keyword research methods.

We can expect to see more opportunities for marketers to create more depth in their branding strategies by focusing on entity-based SEO. 

In what ways have you experimented with entity-based SEO?

Why Entity-Based SEO is a New Way of Thinking About Optimization

Search engine optimization (SEO) used to be defined by the number of keywords and keyword synonyms across your website’s content.  When Google launched its knowledge graph, SEO shifted away from simply relying on keywords, and search engine crawlers began prioritizing rich snippets and entities on search engine results pages (SERPs). These days, Google has more …

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What is App Store Optimization?

With over 4 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. This is why understanding app store optimization is so crucial. But what is app store optimization, and how can you make the most of it? Here’s what you need …

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What is App Store Optimization?

With over 4 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. This is why understanding app store optimization is so crucial.

But what is app store optimization, and how can you make the most of it? Here’s what you need to know to help your app rank well.

What is App Store Optimization (ASO)? 

App store optimization is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers.

That increased visibility tends to translate into more traffic to your app’s page in the app store.

The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take a specific action: download your app.

The ASO process also requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours.

When you learn more about which keywords are being used, you will better understand your potential customers’ language so you can hone in on the best keywords to use.

Why is ASO Important?

According to Forrester, 63% of apps are discovered through app store searches. This makes search in the app store the most used method for discovering and downloading new apps.

Recently, at Google I/O, Ankit Jain reported that “For the average app, search actually makes up the vast majority of installs.” Simply put, this means that:

If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.

With hundreds of thousands of apps in each app store vying to rank above one another, the amazing reality is that most publishers are not investing in app store optimization.

So here’s my gift to you: ASO is your secret weapon. Spend time every week improving your ASO, and you will meaningfully impact your app’s ranking and overall success.

How to Help Your App Rank: The Basics of ASO 

Much of what I’m about to explain is going to be SEO basics.

If you’re already familiar with these for web searches, there are still a few key differences within the App Store.

Let’s start by breaking down the various components that can affect your ASO:

Main ASO Factors:

  • Title: The keyword placed in the title should be the one with the heaviest search traffic. Spend time researching which keyword that is, because changing your title too often can be detrimental. As your app begins to rank higher and gain more reviews, your app’s news will begin to spread by word of mouth. Changing the title can make it difficult for word to spread about your app.
  • Keywords: To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. It is helpful to monitor competitors to realize how you compare week to week.

Besides being the most important ASO factor, the title and keywords can be modified easily to optimize them regularly.

Secondary ASO Factors:

  • Total # of Downloads: Your number of downloads are significant to ASO, but you don’t have complete control over them.
  • Ratings and Reviews: Also important and difficult to control. However, there are ways to incentivize happy users to rate and review

Here’s a complete breakdown of all the factors to keep in mind when optimizing your app for better rankings.

Title

The title is our first impression online. It’s what drew you to read this post, and it’s what will draw users to your app.

Optimizing with a keyword in the title increases search ranking for that title by 10.3%!

Obviously, some limitations apply, as the App Store is very regulated.

You’re given only 30 characters for a title in iOS 11, and keyword stuffing is a surefire way to risk being banned.

Users are also wary of downloading shady-looking apps for privacy concerns.

Think about it — would you rather have “Evernote” or “Note Taking Note App for Notes” on your smartphone?

Be smart about how you optimize.

Pandora, for example, does everything right.

Pandora ASO example

Its icon is sleek and simple, and with a short name, it was able to fit in three essential keywords.

When searching the App Store for “free,” “music,” or “radio,” you’ll find Pandora at or near the top.

Description

Here’s where things get a bit murky. Technically the App Store algorithm ignores the description.

Users, however, are a different story.

Rather than optimizing for SEO, focus on explaining the features and benefits of your product.

And, while it seems like you have a lot of space to do this, you actually don’t.

Truncated snippets are shown on your product page, and a few readers will ever click “more” to read beyond what you see here.

You have 252 characters to make your pitch and convince someone you’re worth downloading.

There’s no room for fluff, and you may need to A/B test several iterations to find what works best.

Keyword Metadata

iOS 11 provides you with 100 characters to enter keywords separated by commas.

These help your app get discovered through search and related content.

There’s no need to duplicate efforts here, so choose keywords you haven’t already used in the title.

Some in-depth keyword analysis can be done using Apple Search Ads.

apple search for ASO

This feature is only available to iOS app developers and is an essential tool for listing any project.

You can also use a keyword research tool like Ubersuggest to find common key terms and test them.

Subtitle

You’re given a subtitle below the title in search results. This is also limited to 30 characters.

It gives you another chance to use more descriptive keywords.

ASO example

TypeShift, for example, uses the space to input its SEO.

This is a cleaner look and can work well.

I would’ve still taken the opportunity to use some keywords in the title, but that’s out of my control.

Which is a great segue to my next topic.

App Reviews and Ratings

Customer reviews and ratings are an important consideration for users, especially those unfamiliar with an app brand.

Apps with higher ratings also ranked higher. This raises a tricky dilemma: you want more ratings and reviews, but not if they are negative. So, you need a way to connect with your customers inside your app, giving them a place to vent and talk directly to the developer.

On the flip side, you want to guide happy customers to leave positive reviews for you.

The average rating of the top 100 free apps in the App Store is 4 stars!

Quality clearly matters.

The lower your rating, the fewer consumers who will be willing to consider downloading it.

Think about it. When was the last time you downloaded a one-star app?

You may have rated an app one star, but it was likely rated 3 or more stars when you downloaded it.

Ratings also affect conversions.

Maintaining a high rating is often easier than raising one from 2 to 4 stars.

That’s why it’s important to solicit reviews from customers within the app.

One time is all that’s necessary, and it needs to be done within the first 72 hours.

That’s how long 77% of users will use an app before never again turning it on.

It’s also important to wait until after the customer has a chance to use the app.

Instead of basing it on a timer, consider a push notification when the customer completes certain actions.

Examples of great times to do this are after the first level of a game or after a customer sends their first message through your encrypted messaging app.

Try not to be too spammy, though, and keep in mind your app’s performance can affect its rating.

Ultimately, you want a page full of glowing reviews.

And don’t be shy about replying to negative reviews.

It’s possible a bad customer experience happened due to an error or glitch that’s since been corrected.

Thank users for their reviews whenever possible, good or bad, and correct issues brought up. This is your time to gather valuable user feedback.

This is your time to gather valuable user feedback.

Downloads

Ultimately it’s a download that matters.

An app preview video and screenshots help convert indecisive users.

Both the App and Google Play stores use the number of times an app has been downloaded to determine ranking.

More specifically, it’s the current download rate.

For example, while an app may have 1 million overall downloads, a newer app can beat it by getting more downloads this month.

The preview video and images can be a major factor in this.

The majority of top apps in the App Store use app previews to increase customer conversions.

Once you have a user, however, you’ll need to keep them.

It’s harder than it sounds, and Apple is paying attention.

What can you do to get more downloads for your app?

Improving your ASO is a great place to start. Beyond that, work on marketing your brand and app to improve recognition, awareness, and appeal, from app store description to images, ratings/reviews, and social media presence.

Retention Impacts ASO 

Retention rates are important for mobile device rankings, but the bar isn’t set very high.

The average app has only a 36% retention rate in the first month.

ASO average retention rate

Further breaking things down, we can look at the retention rates by industry.

Media/Entertainment, Lifestyle/Travel, and eCommerce/Retail apps have the best three-month retention rates.

There are so many apps available in the App Store that users download plenty to never use them.

A study found Americans use an average of 30 apps each month out of the roughly 90 they have installed.

This means even if your app is downloaded, it’s unlikely it’ll ever be used beyond the first 72 hours.

How long your app stays installed and how many times it’s used while installed can help App Store search rankings.

Now that you understand how the search rankings work, it’s time to explore best practices for publishing an app to ensure it’s seen and downloaded.

Do Apps with Higher Ratings Rank Higher in Search Results?

This test was done by taking a random sampling of keywords and categorizing them by difficulty related to rankings. 

An “easy” keyword results in fewer than 25 apps trying to rank for that keyword. “Medium” keywords are included in 25-100 apps, and “competitive” keywords are those in 100+ apps.

How app ratings correlate to search rankings

Based on this test, there is a clear trend showing that apps with higher ratings also rank higher for keyword difficulty.

Do apps with better ratings rank higher? Yes.

(But don’t beg for them; earn better ratings for your apps the right way.)

Conclusion 

ASO is a process that needs to be monitored and constantly tweaked over a period of time. Your optimal set of keywords rarely is the set that you first opt to put in the app store.

In most cases, little or no research on keyword searches occurs before the app submission, leaving most apps hidden, and the likelihood of discovery quite low.

To reap the rewards of ASO, you need to invest time and effort. If you do, you’ll have a consistent channel driving traffic to your app.

Being found is one of the most difficult challenges for mobile apps, but it is a problem you can actively solve with the tips above.

Have you found success with ASO? What has helped your app rank better? 

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Conversion Rate Optimization Consulting

Are you currently running an online business?

Do you think you can sell more of your products applying the same actions?

Because that’s exactly what Conversion Optimization does for you.

You’re using the same ads, landing/sales pages, and funnels but they just convert more.

That’s something you absolutely want to focus on if you’ve been running ads for a long time but you haven’t found the formula for healthy scaling.

Just imagine doubling your conversions…

Wouldn’t that be CRAZY?

Well with today’s conversion rate optimization strategies you can easily do it.

You just have to know what to look for and how to get it.

So without further ado…

Here’s a detailed guide on how to find the best conversion rate optimization consultants and how to work with them to guarantee real trackable results.

5 Ways a Conversion Rate Optimization Consultant Can Help Grow Your Business

The professional CRO Consultant is going to optimize your funnel to the very last bit.

But there are always activities that just generate more results than others.

Say for example your sales funnel is driving the most sales for your business.

You would want to optimize the pages in it first and then move on to optimizing different social media and other website pages.

So make sure you rank your activities from most to least important and then find a CRO Consultant that can help you with the top ones.

Further down this post, I’ll go over the questions you need to ask yourself in order to understand what to focus on first.

But for now, here’s the number one way a consultant can help you optimize your CRO:

#1 Webinar and VSL Conversion Rate Optimization

Many people think conversions can be optimized only on paper.

But the same CRO process goes for any sales video you use in your business.

And with nowadays fast-paced world, most businesses have switched to selling high-ticket offers through webinars.

If you’re currently running a webinar you NEED to maximize the conversions coming from it.

You can’t keep pouring water into a leaking bucket, can you?

It’s your personal duty and obligation to make the most of your sales process in order to:

  1. Help the most amount of people with your products
  2. Generate the most amount of sales possible for your business

And that’s why hiring a professional CRO Consultant to look at your webinar, the pages, the emails leading to it, and of course the follow-up after is extremely essential.

He can quickly assess what needs to be improved and how to do it most efficiently.

Because I’m sure you wouldn’t want to record a 90-minute webinar from the scratch.

#2 Website Conversion Rate Optimization

For many businesses, their website is basically their sales funnel.

It’s the place where they drive the most traffic and get the most sales.

So if your business is in the same spot, you’ve got to realize that depending on a single thing to bring in sales (the website) is a little ambitious.

And not having it fully-optimized for conversions is straight-up idiotic.

That’s why you need to hire an Expert CRO Consultant that can optimize every single bit of your website.

You would be surprised that 43% of business owners don’t know which is the most important page on their website.

That’s why it is very easy to get distracted and focus on the wrong thing when trying to scale your business.

#3 Pay Per Click Conversion Rate Optimization

Let’s say you already have your funnel up and running.

If that’s the case, you need to start focusing your attention on paid ads that bring in more and more potential customers to your pages.

That’s an easy way to check your actual funnel conversions and optimize accordingly.

But you can’t sell your products/services if your ads don’t convert, right?

Of course, if you’re just starting, you can try setting them up on your own.

But hiring a professional to at least check your work and give you valuable split-test suggestions is crucial if you want to run the same ads for a long time.

And trust me — you want long-term result generating ads.

#4 Social Media Conversion Rate Optimization

Imagine this…

You’ve got a fully automated sales funnel that profits like crazy with ads.

You’re scaling it up but you want more…

That’s where you put your mind into social media marketing and social media presence.

Regularly posting conversion-optimized content on your Facebook Page, Facebook Profile, Instagram, Twitter, Tik Tok… is essential if you want to be in front of everyone at all times.

I’m sure you know about the ancient rule of marketing — The Rule of 7.

It says that a prospect must see your marketing message at least 7 times before he proceeds to become a partner, investor, customer for your products and services.

That’s why you need to close your potential customers on all platforms.

Because if you don’t, they’re just going to lose their hype and forget about you.

Also, a well-thought-out social media strategy will not only increase your social media conversions but also your overall business followers.

Which helps in the long-term game.

#5 Back End Conversion Rate Optimization

And here comes the last but definitely not the worst option.

Which is optimizing your back end sales through with higher converting pages and follow-up.

We covered how to get traffic, how to convert it through your funnel/website, and now comes the fun part…

Your Back End. for most businesses that’s the place they make the most profits.

So neglecting it is the last thing you should do if you really want to scale your business to the moon.

Famous back end follow-up is Email Marketing.

An expert consultant will not only show you the best email marketing practices you can use in your business…

But also, he’ll suggest new ideas you didn’t even know existed till this point.

How to Get Started With Conversion Rate Optimization

After you pick what you need help with, it’s time to find out how to start with conversion rate optimization.

Firstly, you need to find a consultant that specializes in what you need help with.

Simple right? Wrong!

Hiring a consultant can either be a walk in the park or an endless lion chase.

What do I mean by that?

Basically nowadays everyone pretends to be ten times better than they actually are.

You don’t want to individually outreach people that say they’re good on their social media.

The best way to ensure results is to prepare a detailed job post and put it on freelancing platforms like Upwork.

That way only people that have experience and results in the industry will reach out and start a chat with you.

Again, be very detail-oriented in your job post and make a step-by-step checklist covering what you need before proceeding to hire your ideal match.

Measuring the ROI of Conversion Rate Optimization Consulting Services

Let’s say you hire a CRO Consultant and begin your first conversion rate optimization journey.

How can you know that you made the right choice?

Well, an easy way is to ask your consultant for expectations you can have during the project.

What increase in revenue can you expect in the first month? What will be changed and what will stay the same?

And most importantly, if you’re currently not doing it, start checking your sales and conversions daily.

I’m sure that the marketing tools you currently use track enough data to see if your consultant really makes a difference in your business.

Your ROI (Return On Investment) is crucial and you can’t craw through the desert blindfolded for months.

Meaning you can’t trust empty claims. You either get results or not. There’s nothing in between.

6 Point Checklist For Finding the Right Conversion Rate Optimization Consultant

This section will be useful for you if you haven’t hired consultants in the past.

So if you have any questions or concerns about the process you’re about to go through, just follow this detailed plan and you’ll end up with trackable and real results.

#1 Write down exactly what you need from your consultant on a google docs file

I’m sure you’ve used google docs before. If you haven’t it’s Google’s alternative to Word.

So the first step of your journey is to clear your mind on what exactly you need from your consultant.

  • What part of your business drives the most sales?
  • Do you believe it can drive even more sales? (it probably can)
  • What aspect of your business have you been neglecting until this point?

The answers to these three questions should give you a good idea of what you need help with.

If you end up having 2-3 different answers then you should pick the one that can generate the most sales in your opinion. 

#2 Create your job post

After you know what you need, it’s time to get it.

The easiest way to do it is to create a job post on a freelancing platform.

That’s a quick way to find medium-tier consultants that can do the job fast.

But if you’re a big business looking for the best of the best, you should consider talking to a leading consultant in a proven marketing agency.

Agencies have a lot more clients and that way they have access to much more relevant analytics for what works.

We recommend NP Digital as it is the best marketing agency when it comes to SEO and CRO.

So if you’re ready to take your conversions to the next level, book a call today and talk to an expert in no time:

#3 Make sure your consultant has proven results in the field you need help with

This is critical. Always make sure your consultant has a proven track record behind his back. 

An easy way is to ask for previous results these consultants have generated for similar clients. 

Of course, if you’re talking to a marketing agency like NP Digital, you don’t need to worry about results.

Then it’s time to set up some calls. Try to talk to at least 3 consultants and always ask for their opinion about the strategy you should be using.

That way you’ll have different perspectives and maybe find out something you missed when doing your personal assessment.

#4 Hire them and do NOT be cheap

After you’re sure who’s the best consultant of the bunch, you should begin your contract.

But don’t jump the gun too fast. You never know what could go wrong.

So before you start a long-term retainer with your CRO Consultant, you should first hire him for a test project.

Find a small thing they can optimize to start with.

If they do a good job, then move to a larger project.

And don’t expect results from consultants that charge 5 dollars an hour. 

Go all out on this project and hire the best of the best so you get your desired results.

#5 Track the results daily

Tracking your ROI is extremely important as we mentioned previously.

You should always do the math and see if your consultant makes you money in return.

If you’re not happy with the results and don’t see a positive future at some point in your contract, just end it.

Still, if they did a great job until the point you decide to end the contract, always make sure to leave him a positive review/testimonial that he can use for future clients.

#6 Keep investing until you stop getting results

But what happens if this consultant never stops generating results?

That’s more common with agencies that specialize in multiple marketing skills.

And if that’s the case for you, just keep investing until they stop.

You wouldn’t want to throw away your golden goose, would you now?

If the results from the first month exceed your expectations, you should consider raising your consultant’s salary/working hours. 

Let him manage and optimize even more parts of your business. 

Of course, don’t force him to do it.

If they just optimize your funnel and you want to focus on social media presence, you should first ask him whether they do that as well.

If he’s not up for it, you can look for another talent that can handle this part of your business.

It’s time to make you some money!

Please use the process I just shared with you and do it now.

If you procrastinate on hiring a CRO Consultant, you can really lose on a lot of money.

Your conversions are the thing that drives your sales.

So leave what you’re currently doing and go get your Conversion Rate Optimization Consultant.

Also, have you ever worked with a CRO Consultant? If yes, how was it? Share your experience in the comments below:

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Landing Page Optimization: The Perfect Landing Page SEO

Landing Page Optimization: The Perfect Landing Page SEO “Begin with the end in mind” – Stephen Covey, Author of The 7 Habits Of Highly Effective People The landing page is the first webpage that a visitor lands on as a result of your traffic acquisition efforts. The question is, can you convince every single web …

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