koleary

M Posted 7 years 8 months ago

t 9 min read

Optimizing a page as you develop it can present a challenge: a number of different strategies and factors fight for your attention, and it can be overwhelming to know where to begin. When trying to retroactively optimize an existing site, the job can feel even more strenuous. To be successful, it is critical to know which SEO strategies will have the greatest impact on your site.

Your optimization process and strategy depends on multiple factors such as:

• Types of content, such as blog or product page
• How are your existing top-ranking pages structured (what strategies did you use to make them successful?
• For each keyword, what is the intent of the keyword in search, and how is that mapped to your customer journey (is this keyword tied to information seeking or purchasing driven)

BrightEdge Recommendations simplifies the most impactful actions to take to optimize your pages. It provides a prioritized list of steps to take to increase the visibility of your site. Below is our breakdown of what BrightEdge Recommendations is, why they matter, and how to put them to work for your organization.

What is BrightEdge Recommendations

The BrightEdge platform will bring in a variety of different data points to help it better understand the unique needs of your content. It looks at the keywords you want to rank for, the content of the page, and your competitors on the SERP to better understand what this specific page needs to improve rankings and visibility for searchers. Therefore, the recommendations you receive are completely customized to meet the needs of your page and your site.

The recommendations offered by the platform can also adapt if the SEO rules that you establish for the site change. If you decide that you want to target new keywords or reach new goals, your recommendations will adjust to help you meet those goals.

As SEOs and digital marketers, you have to balance many different roles and tasks throughout the day. You do not have time to complete every optimization opportunity, particularly if a step will have a minimum impact on your actual site performance. The prioritized list from BrightEdge Recommendations, however, will let you know which steps will have the greatest impact on a particular page, helping you capture the largest possible wins as quickly as possible.

Why does BrightEdge Recommendations matter

Competition becomes increasingly fierce across the web with each passing year. More than a billion pages live online, and more than 40,000 exabytes of data will pass through the digital ecosystem by 2020. As marketers, you must remain keenly aware of your competition and what you can do to succeed in this environment.

You should also note that about 52% of clicks will go to the sites that achieve the top three organic spots on the SERP with over 90% going to the results on the first page. Getting your content to rank on the first page, and even in the top three, therefore, will have a tremendous impact in your visibility and the amount of traffic and leads you can harness for this particular piece of content.

BrightEdge Recommendations help you remain competitive within your sector and grow your business. These actionable insights provide you with a better understanding of SEO. Customers like Alison Tyler of CION Investments and Jeff Selig of OverDrive Interactive appreciates "the ability of BrightEdge to interpret the number of data points that come into the platform and convert them into specific actions that brands can take to improve their rankings."

How to implement BrightEdge Recommendations

Recommendations make it easy for you to share tasks with other members of your team, track progress, and see results. Right from the platform, you can assign recommendation tasks to subject matter experts on your team. This straightforward process makes it simple to verify that each important task has an owner and a timeline.

When the tasks get completed, the platform will then generate an automatic event tag. This will allow you to monitor the success of the page before and after the recommendation was used in reporting, quickly highlighting your progress and your success.

To keep team members focused on completing the tasks of the recommendations and achieving the goals, educate them about the importance of SEO and how the BrightEdge Recommendations are generated. Keep track of past successes you have seen after taking action based on the BrightEdge Recommendations. You can let your team members see the before and after story so they better understand how these optimization strategies impact the business. This will help you achieve buy-in from other members of the team and maximize your return.

Some people also find BrightEdge Recommendations useful before they even start writing a piece of content. In addition to the prioritized lists of tasks for existing content, brands can also look at the recommendations for keywords. This can help you plan a new piece of content.

Natalie Starzynski of Astute Solutions, for example, said her and her team "like to go into the Recommendations for a particular keyword and look at insight such as the top 10 pages for that keyword on the SERP." They can then use this insight to better plan their content development and create material that they feel confident will outrank their competition.

BrightEdge Recommendations offers brands a valuable source of insight and understanding. You will grasp how your content calendar measures up to your competition and receive an itemized list of tasks you can take to improve your standings. You will be able to complete your tasks more effectively and efficiently, delivering performance from organic search. 

enewton@brightedge.com

M Posted 7 years 9 months ago

t 9 min read

If you want to successfully use digital marketing in China, you must become intimately familiar with Baidu: the leading Chinese international search engine. Baidu commands 68.5% of the search market in China, with its next largest competitor, known as ‘360 Search,’ falling far behind at 14.2%.

Baidu itself is a tech company that moved in on search early. It adopted many of its initial ideas from Google, but quickly began to differentiate itself. It focuses solely on the Chinese language, which has given it space to nurture its understanding of Simplified Chinese. It grew in popularity because of its superior ability to understand Chinese text and thus deliver quality results for Chinese users.

Baidu has several web properties outside of the search engine. It offers services, such as travel sites, music platforms, translation services, and much more to its users, with these web properties often prominently featured on the search results pages. Baidu is investing heavily in AI and autonomous cars.

If you want to learn more about how to succeed with SEO for Baidu and expand your business into China, here is what you might find similar and different when venturing onto the Chinese search engine.

What will look familiar with SEO for Baidu

When you first started learning about SEO in the West, you likely explored features, such as the site meta data, the architecture of the site, and understanding canonical URLs. These features should also be used for content and SEO for Baidu.

Keep in mind, however, that while they might look similar, the search engine likely weighs them differently. For example, although Google only uses meta descriptions on the SERP and they do not directly impact rankings, SEO for Baidu does consider the content in the meta description.

Mobile should also play a prominent role in your SEO for Baidu. Google, and the other major western search engines, have placed a larger emphasis on mobile devices in recent years, particularly with the introduction of the mobile-first algorithm. In China, however, mobile devices have dominated the scene for a while. This means mobile optimization has been built into the algorithm. The Chinese search giant even has its own version of AMP, known as MIP or mobile instant pages.

Similarly, Baidu also places a large emphasis on rooting out duplicate content and may punish it even more harshly than Google. Western SEOs should already know the importance of creating original, valuable content for users, but when performing SEO for Baidu it needs to take even a higher precedent.

Baidu also announced a few years ago that they would include HTTPS as a ranking signal, and professionals have noticed a greater security emphasis on SEO for Baidu results since about 2016. Setting up any Chinese sites as HTTPS should therefore be a priority.

Finally, SEO for Baidu used to have a reputation for not being as good as Google in its ability to understand links, but this has changed over the past few years. They have improved their ability to understand the links pointing to your site, so do not neglect your link-cultivation strategies you use elsewhere.

Differences with SEO for Baidu

Once you get deeper into the idea of SEO for Baidu, you will find that the Chinese search engine differentiates itself in many ways. In addition to these similarities, there are also a number of differences that SEOs must consider.

Censorship

At the forefront, you need to keep the Chinese state-censorship in mind. Anyone running a business out of China, including running a Chinese site, needs to make sure they familiarize themselves with the laws and regulations pertaining to their business and content they distribute. Verify that your website does not contain anything that might trigger the communication regulations.

Chinese emphasis

Remember also that this search engine has been built specifically for people in China. This means that they deal only with content written in Chinese. You want to work with a native speaker whenever possible for translation. Baidu’s webmasters tools are not available in English and Baidu places a big emphasis on the quality of the content. Poor translations of material will receive a flag as poor-quality content. Note that Baidu also prefers Simplified Chinese script over Traditional.

When you implement SEO for Baidu, remember that Baidu will have a strong bias towards anything Chinese. This means that site owners need to pay attention to all elements of their site and opt for a Chinese version when possible. This includes:

• The site domain
• The business address on the site
• The server location
• The citations
• The links for the site

Baidu does have good reasons for this preference. Although Baidu dominates within China itself, that is also the main source of its traffic. The search engine knows that the vast majority of its customers come from mainland China. Focusing SEO for Baidu on businesses that invest in serving the Chinese population will provide its users with a better experience.

Differences in the SERP appearance

The Baidu SERP also contains some differences that separate it from Google. One of the first things new users will notice is the prominence of images. Nearly every search will contain some images and most organic results will have thumbnails with them. Brands need to therefore pay close attention to the images they include on their sites.

Baidu also prominently features its own properties on the snippets and ads on the SERP to a degree that would seem excessive to most in the West. It can also be even harder to distinguish between paid and organic results on Baidu compared to Google.

SEO success on a global scale requires understanding local search engines and needs. Although many countries also use Google to a large degree, China differentiates itself through its popular and prominent Baidu. Brands that want to build their Chinese audience will need to understand how to optimize their material for this platform. Consider how you can start to employ some of these strategies and tips moving forward to prepare your site for Chinese SEO.