Categories
Uncategorized

How to Create an Impactful Website Homepage for an Artisan Bakery to Drive More Customers

In this episode of the Semrush SEO Reality Show, our expert agency follows the evaluation process to develop an impactful website homepage for the artisan US bakery and ultimately drive more clicks and conversions to the website.

In this episode of the Semrush SEO Reality Show, our expert agency follows the evaluation process to develop an impactful website homepage for the artisan US bakery and ultimately drive more clicks and conversions to the website.Read MoreSEOSemrush blog

Categories
Uncategorized

SEO vs Pay Per Click advertising: Which one to choose?

Why is SEO so important? And why will SEO continue to be important in the future? Isn’t it much easier to advertise in order to attract traffic to your website? In this blog post, I will explain the importance of SEO. I will also dive into the differences between SEO vs Pay Per Click advertising (PPC) and the advantages of SEO over a marketing strategy that is focused solely on advertising. Let’s get to it!

To make sure that we’re on the same page, I’ll shortly explain what SEO is and what Pay Per Click advertising looks like. SEO stands for Search Engine Optimization and it’s the practice of optimizing your pages to make them reach a high position in the organic search results of search engines like Google.

Pay-per-click advertising are the advertisements you see at the top of these search results pages, and this is an advertising model in which an advertiser pays whenever someone clicks on the ad.

Example of advertisement and organic result on Google’s search result page

SEO can result in sooooo much traffic

A successful SEO strategy can result in SO MUCH traffic. If your site ranks high in Google’s result pages, that’ll result in a lot of organic traffic. Overall, organic search results have a much higher click-through rate than advertisements in Google. Organic search actually drives 53% of website traffic, while paid search drives only 27%. That might be because lots of people (25,8%) use ad blockers and don’t even see the advertisements on Google. Also, the ‘normal’ search results might just be a better fit to the search query or feel more trust-worthy.

You should try to rank on the first page of Google and preferably as the first result. The first page of Google organic search results account for about 92 % of all the traffic. Almost one-third of all clicks go to the first result on the organic search pages. When you get to the 10th (last) result on that first page, the click-through-rate actually drops to 2.5%. This shows us that being the number one result, or one of the top ones, really pays off!

SEO has a high Return on Investment

SEO can be a lot of work. You need to write kickass content, you need to do keyword research, you need to make sure your internal linking structure is top-notch. But, any effort you put into SEO is always an effort that pays off! SEO has a really high Return on Investment (ROI). Not only is the average conversion rate higher when it comes to SEO, but it’s also an investment that keeps paying off. SEO is always ‘on’ and although you’ll have to update your content from time to time, you won’t have to pay to keep it in the search results. If your content is good and you’re making sure that your website is accessible and easy to use, Google will show your content in the results. This means that you’ll continue to see ROI long after your investment.

You’ll need to have great content in order to convince people of your product or service anyway, even if you get your traffic through advertisements. It’s not that much work to turn great copy into SEO-friendly copy that’ll help you rank in the search engines! And, once you turn your blog into a traffic-generating asset, you may start to get tens or even hundreds of thousands of unique visitors every month without much additional effort.

SEO is very sustainable

Advertising is never a sustainable way to attract traffic to a website. You’ll need to keep doing it, you’ll always need to keep paying in order to keep attracting traffic. SEO is a long-term strategy and it takes time, but it also is a solid and long-term, sustainable strategy. A good website, with high-quality content and brand authority, will not stop ranking overnight. 

SEO is straightforward

Advertising can be tricky. In the future, it could very well be that advertising will become even harder and more expensive. Attracting the right audience and retargeting audiences are profitable advertising tactics. However, chances are that these kinds of advertising tactics will become more difficult as privacy laws will become stricter. SEO as a strategy is a rather straightforward strategy, that will not be altered by privacy laws as much. It would be a good thing to start investing in SEO now, so you’ll have a headstart over your competition that is still (only) doing ads.

SEO is important because it impacts the buying cycle!

The most important difference between SEO and advertising is the search intent. If people are searching in Google, they are looking for something specific. If a person searches for a specific type of jeans or for a certain shampoo, they’ll probably want to buy those jeans or get that shampoo. The audience you can reach through search is a highly motivated audience, an audience that is prone to buy. They are much easier to convince to buy your stuff if they’re searching for it than if they happen to run into an ad.

SEO is important because the people you’re trying to reach with an SEO strategy are the highest motivated people. Make sure that if people are looking to buy, if they’re searching for products you sell, that they can easily find your website. And make sure that you’re ranking with the right page!

SEO is getting more important, because Google is getting smarter

SEO has always been important, but it is getting more and more important. That’s because over time Google is getting smarter and smarter in understanding text. You’ll need to have texts that are well optimized and, at the same time, implement a kick-ass schema.org implementation in order to get those awesome rich results. These rich results actually have a 58% click-through-rate, in comparison to 41% for non-rich results.

In order to have a chance to outrank your competitors in the search engines, you need to do your very best! Using a SEO tool can help you get started. In fact, research tells us that 73% of content marketing teams use an SEO tool in their marketing efforts. Our Yoast SEO plugin can be one of those tools, helping you climb the search results and attract more visitors.

Get serious about SEO with Yoast SEO Premium!

Unlock lots of features and get free access to our SEO courses with our Premium plugin:

Get Yoast SEO Premium Only 89 EUR (ex VAT) for 1 site

Conclusion: SEO is a sustainable and longterm marketing strategy

SEO will be a bit more work than setting up an advertising campaign. It will not get you immediate results. But in the long run, it is the most important strategy to attract traffic to your website. So don’t underestimate its power and start working on your SEO right away!

Read more: WordPress SEO: The definitive guide to higher rankings for WordPress sites »

The post SEO vs Pay Per Click advertising: Which one to choose? appeared first on Yoast.

Why is SEO so important? And why will SEO continue to be important in the future? Isn’t it much easier to advertise in order to attract traffic to your website? In this blog post, I will explain the importance of SEO. I will also dive into the differences between SEO vs Pay Per Click advertising
The post SEO vs Pay Per Click advertising: Which one to choose? appeared first on Yoast.Read MoreHolistic SEOYoast

Categories
Uncategorized

The Ultimate 2021 Guide to Content Distribution (+ Infographic)

Successful content distribution is key to reaching your target audience and meeting your content marketing KPIs. Explore this 2021 guide to developing a winning content distribution strategy.

Successful content distribution is key to reaching your target audience and meeting your content marketing KPIs. Explore this 2021 guide to developing a winning content distribution strategy.Read MoreContent MarketingSemrush blog

Categories
Uncategorized

How to Carry Out Content Audits — Yes, Plural

A content audit done once to highlight current website issues will have a short shelf-life of usefulness. However, a content audit that is continuously updated offers multiple uses for analyzing and reporting on strategies. Here’s how to conduct that ongoing audit.

A content audit done once to highlight current website issues will have a short shelf-life of usefulness. However, a content audit that is continuously updated offers multiple uses for analyzing and reporting on strategies. Here’s how to conduct that ongoing audit.Read MoreThe Moz Blog

Categories
Uncategorized

Using the GTmetrix Waterfall Chart

We’ll show you all the features the GTmetrix Waterfall Chart in this guide.   Overview The GTmetrix Waterfall Chart shows the request-by-request loading behaviour of your webpage, and is one of the most useful features for troubleshooting and debugging performance issues. We’ve previously covered how to read a Waterfall Chart for beginners and how to […]We’ll show you all the features the GTmetrix Waterfall Chart in this guide.   Overview The GTmetrix Waterfall Chart shows the request-by-request loading behaviour of your webpage, and is one of the most useful features for troubleshooting and debugging performance issues. We’ve previously covered how to read a Waterfall Chart for beginners and how toRead MoreUsing GTmetrix, waterfall chartGTmetrix

Categories
Uncategorized

How to add captions to your videos

Getting captions onto your videos is one of the most important things you can do in order to optimize your videos for search, but it isn’t immediately obvious how to do this. Especially as each of the common video platforms has a slightly different approach to acquiring and adding captions. Also, after you’ve got the captions on the videos, there is the question of ensuring Google can find and read the captions.

In this post, we’ll go into how to get your video transcribed, how to add these captions to your video and how to optimize them for online search. These steps help you make videos more accessible and optimize them for video SEO. Let’s get started!

Step 1: Acquire captions

The first step in adding and optimizing captions is to actually get your video transcribed. There are a few ways to do this. The right choice for you will depend on how much time and budget you have available.

Transcribe the video yourself

If you care primarily about accuracy and have the time available, this is the most surefire way of ensuring the captions for your videos are complete. You will need to type out the spoken text and mark different speakers as characters. But you’ll also need to align each phrase and sentence with the correct timecodes. This guide is an excellent rundown of every step required, and how you can format the timecode correctly so that it can be exported as a .srt file (SubRip Text – the plaintext format almost universally used to contain video captions).

Pay for a professional transcription service

This is the method to choose if you have less time available, but do have some budget. There are many excellent transcription services on the market and prices are usually between $1 and $10 a minute. Depending on the level of guaranteed accuracy required. To provide you with some suggestions: 3playmedia, Speedpad and Rev are all good options.

Use automated transcription software

This is the method to choose if you want a quick and cheap solution. Tools like Temi, Trint, and Descript can all impressively process a video or audio file and almost instantly pull together the captions along with the timecodes. However, accuracy here isn’t generally as good as the services which include some human overview. Especially when using very technical or esoteric words, things can go awry. However, combining an automated transcription with some human overview is an effective way to get the best of both worlds.

Download the captions from YouTube

Very helpful, YouTube automatically transcribes all the videos uploaded to the platform. These are visible within the “subtitles” menu of any video within YouTube Studio. They are flagged as (automatic) to indicate that these are the captions YouTube has generated itself.

YouTube Subtitles Menu

From this menu, you can then edit (to improve) the captions, or download them as a .srt file, which you can bring into any other video platform if required.

This is the method to use if you’re uploading the video to YouTube and don’t want to pay for human-edited captions.

Step 2: Get your captions onto your videos

Once you’ve acquired your captions, the next challenge is to get the captions onto the video itself. That way they can be displayed on the video during playback. Not only does this help with accessibility, but it also helps the consumption of content when autoplayed silently. As is common on platforms like Twitter and Facebook.

Each video platform has a slightly different method for adding captions to their videos, although the overwhelming majority make use of the .srt plain text format. If you have your captions available in a .srt file, the next step of getting them onto the video is fairly straightforward. Here are the instructions for each of the major video platforms and social networks.

Wistia

Go to the “Customize” menu for the video in question, then select “captions”. Within this menu, you can upload your .srt file.

Vimeo

Captions can be added via the “distribution” menu under “advanced” for any video (see below). When uploading captions, you need to stipulate the language in advance.

Vimeo Subtitles Menu

YouTube

Captions are generally referred to as “subtitles” within the YouTube taxonomy. That’s why there’s a section for subtitles within the YouTube creator studio. Here you can upload new captions, amend the automatically generated captions and add new languages. Including in-language international title and description variations.

Facebook

For Facebook videos, you can upload and match captions to the appropriate language via the “edit video” screen of the Video Manager feature. This is the best way to manage it, as then all future posts with this video will include the captions.

Edit video screen in Facebook’s Video Manager feature

Alternatively, when posting a video from a personal account, or just as a one-off, you can also add captions directly to the video in the post by clicking “edit video” via the menu once the post is live.

Then you can select “add captions” and upload a .srt file.

How to add captions directly to your Facebook video

Instagram

As things stand, captions aren’t directly part of the Instagram infrastructure. Instead, the platform wants you to use visual means of telling a story or make use of additional visual elements and text which you add in-app. However, if you want to add captions to an Instagram video, you can “burn on” the captions directly to the video using a tool like Kapwing or wave.video.

Twitter

As with Instagram, captions on Twitter videos can’t be uploaded via .srt files, except for videos distributed as ads. The best way to get captions on a Twitter video is to also ‘burn’ them onto the video via compositing.

LinkedIn

On LinkedIn, .srt files can be uploaded for each video once the video is uploaded (see below). These can only be in the native language of the video.

Upload captions for your LinkedIn videos once the video is uploaded

Step 3: Optimize the captions for search

After you’ve got your captions onto your videos, the final step is to ensure Google can find and index them. Unfortunately, Googlebot Video is not quite smart enough to be able to parse an embedded video player, find the associated closed caption file and index its contents. So our challenge here is to take the captions we’ve uploaded onto the videos and present them in a search-readable format.

There are basically two ways Googlebot can read video captions. Either as HTML text or as Schema markup using the “transcript” tag. In neither case is the timecode data needed, just the spoken text itself as plain text.

So, your options are either to include the captions with the page copy, as edited page copy or to just include the captions within the page metadata. The former approach is often the better option for things like a vlog or podcast recording. The latter approach might be more appropriate on a product page, or another instance where the video is not the sole focus on the page. For more information on including transcripts within the schema.org markup on a page, check out this post on how to optimize your video pages!

Adding captions: an important part of video SEO

In this post, we dove into captions for your videos. Also known as closed caption formatting or subtitles. Adding these captions to your videos makes them more accessible, easier to digest and optimizes them for Google and other search engines. If you want to do more to get your videos in the search results, the Video SEO for WordPress plugin can help you get started:

Get your videos in the search results!

Make your videos eligible for Google’s video carousel and the Google Video search results!

Get Video SEO Only $69 USD (ex VAT) for 1 site

Read more: Video SEO: How to rank your videos in Google »

The post How to add captions to your videos appeared first on Yoast.

Getting captions onto your videos is one of the most important things you can do in order to optimize your videos for search, but it isn’t immediately obvious how to do this. Especially as each of the common video platforms has a slightly different approach to acquiring and adding captions. Also, after you’ve got the
The post How to add captions to your videos appeared first on Yoast.Read MoreAccessibility, Video SEOYoast

Categories
Uncategorized

Web Accessibility Myths: Debunking 7 Common Misconceptions

All individuals of every ability deserve the right to access the internet barrier-free. But thanks to some commonly held misconceptions about website accessibility, barriers often remain. Today, we’ll debunk those myths, and show you why web accessibility isn’t just a moral obligation — it’s also a legal one.

All individuals of every ability deserve the right to access the internet barrier-free. But thanks to some commonly held misconceptions about website accessibility, barriers often remain. Today, we’ll debunk those myths, and show you why web accessibility isn’t just a moral obligation — it’s also a legal one.Read MoreThe Moz Blog

Categories
Uncategorized

How to Find & Support Entry-Level SEO Talent

In this post, Abby shares unique places for hiring managers to source talented, entry-level candidates for SEO positions, and the steps they can take post-hiring to offer support.

In this post, Abby shares unique places for hiring managers to source talented, entry-level candidates for SEO positions, and the steps they can take post-hiring to offer support.Read MoreThe Moz Blog

Categories
Uncategorized

How to Create an Amazon Seller Account

Learn how to create an Amazon seller account in 5 steps with our guide. Discover how your Amazon seller account can help you reach millions of potential customers.

Learn how to create an Amazon seller account in 5 steps with our guide. Discover how your Amazon seller account can help you reach millions of potential customers.Read MoreAmazonSemrush blog

Categories
Uncategorized

Analyzing Google SERP Volatility Across 25 Industries

We analyzed Google SERPs across 25 industries to get an idea of what changes are occurring on SERPs on a day-to-day basis. Take a look at what we‘ve found and see what SERP features you should be targeting.

We analyzed Google SERPs across 25 industries to get an idea of what changes are occurring on SERPs on a day-to-day basis. Take a look at what we‘ve found and see what SERP features you should be targeting.Read MoreSEOSemrush blog