What is a Canonical Tag?

The canonical tag helps Google and other search engines understand which pages have original content and which pages are duplicates. This establishes the proper authority and ranking of the original content, without penalizing it for having a duplicate page elsewhere.

The canonical is placed in the <head> section of the original page as well as on the page with the duplicate content. It will look like:

Discover what a canonical tag is and why they're important - brightedge

Why are canonical tags important?

Although you should avoid duplicate content as a general rule, there are some instances where it can actually be useful. Typically, this involves content syndication, where you promote parts of your published content on other pages to help bring more readers back to your original site. The canonical can be an important part of letting Google know that the second page is a duplicate and that the first page is an original. Without the tag, Google might penalized one or both sites for duplicate content. The search engine wants to provide its users with the optimal user experience, and it knows that duplicate content detract from that experience.

Learn How BrightEdge Can Help Your Website

What do canonical tags do?

Kirill Kronrod, along with BrightEdge technology, did a case study of a small site that began with improperly configured tags and examined what happened when the tags were fixed. The site saw improvements in the impressions, the number of ranked keywords, the rank of those keywords and your traffic rates. The results happened quickly and were immediately obvious, indicating the importance of the tag to tell Google which pages have the original content.

The canonical tag is an important part of letting Google know which site is original and should be ranked as such and which pages should be disregarded. Without this tag, Google is left guessing, which lowers the rankings of your site. If you have any duplicate content on the web, make sure to use the canonical to avoid hits to your ranking.

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Mature Content To Become A Thought Leader

What is the process to mature content?

Maturing content is a process that brands go through as they progress from early content development efforts to becoming industry leaders capable of engaging customers across the different channels. Brands are divided into five groups along the path. As brands mature in their processes, they enter the next stage.

The content maturation model offers brands insight about where they need to improve and the steps they need to take to bring their organizations forward.

5 Steps To Become A Thought Leader

How do brands mature content?

Stage 1-2: Emerging and foundational stages. Brands here are just beginning their content efforts. You are randomly optimizing and perhaps testing paid search. You have limited social media efforts and most of your content is written by one person. You use little technology and have little integration.
Stage 3: Scaling stage. You are beginning to use organic and paid search strategies. You are testing your efforts and making adjustments as needed. Social media is recognized as a valuable means of distributing and amplifying your content. Since you know how your customers respond to your content, you are able to adjust as needed. You will also see early signs of cooperation among different marketing teams beginning to take place. Your technology stack begins to form and you start to identify the tools you will need to grow your brand.
Stage 4: High performing stage. Digital marketing is becoming more central to your organization and organic is the keystone of your efforts. You are taking advantage of a variety of tools, including competitor monitoring, digital trends and social media. Silos are breaking down in your organization.
Stage 5: Innovation stage. These brands are at the forefront of the digital industry. You use search to drive everything from PR to digital strategies. Your technology stack has grown and silos are nonexistent.

How do I mature my organization to become a strong content marketer?

Identify where you are on the curve for mature content.
Focus on training employees about the process of maturing content so they know what they will be expected to achieve in the near future.
Build strong buyer personas so that everyone in the organization knows exactly who they will be marketing to.
Invest in training your marketers in analytics so they begin using data to guide the content creation process.
Develop in-house processes dedicated to stretching marketers beyond their silos to create more hybrid teams.
Set goals for reaching the different stages of the maturing content process.

Mature content is important for all brands to go through as they bring their organizations from digital infancy to adulthood and leadership. By identifying where you are on the path and understanding where you need to go, you will be able to guide your team towards the top and transform your organization.

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What are Meta Descriptions?

A meta description is the information about your page that appears in the search engine results below the title / URL of your page. The description does not directly factor into your search engine results page (SERP) rank but influences whether a user clicks on the link to your page. Descriptions are limited to about 155 characters for desktop search and 120 characters for mobile search.

Learn more about meta descriptions.

What is a Title Tag?

A title tag is what appears above the URL on the search engine results page. It is one of the factors that influences whether a user will click on the link. For example, the title tag: <title>Content Performance Marketing and SEO Blog | BrightEdge</title> will appear as:

Title tag and title tags example - brightedge

What makes a good title tag?

There is some disagreement over the importance of the title tag. A page with poor-quality content can stamp an awesome tag on their content and see little to no impact, and high-quality pages can be ranked well even without one that stands out. Search engines rely on title tags to understand the content that appears but it's also imporant for your customers to easily understand title tags as well. You'll want to use title tags as a sort of selling point to click on your link. Include words that draw attention to what your content is offering. Be sure to include a high ranking keyword in your title tag to ensure visibility through search engines. Note that they should appear to the left of your company's name.

While some argue that title tags have little significance, the value of them come in its ability to draw clicks and entice people to learn more about your site. A good title tag tells users that this is an article that will answer their question and encourage them to click. Thus, good title tags can help increase your traffic and engagement rates, improving your ranking.

How do you write a title tag?

Use keywords that help accurately capture the value and content of your page.
Be brief but effective. Keep title tags under 55 characters. You do not want your title to get truncated, and there is limited space available for the tag.
Create a tag that captures the eye and engages people immediately.
Create a unique tag for every page. This will keep you from being penalized for duplicate content.
Always review your title tags after you have finalized your content to make sure it is still a good fit.
Monitor your page traffic, such as with the BrightEdge Page Reporting tool, to see how it is performing.
Make adjustments when necessary.

Title tags can influence how many people click on your link and engage with your brand. Drive plenty of traffic to your site by optimizing and creating title tags that viewers want to see. Draw attention with the basics of SEO. Keep these guidelines in mind and create tags that people are inclined to click to maximize your SERP visibility.

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What is a Thumbnail in a Video?

What is a thumbnail in a video?

A video thumbnail is like a preview of the video a user will see. It is the single frame that appears with the title of the video, encouraging them to click on a particular option. Since it is such a prominent image, it is an important factor for users when determining whether or not to click on a particular link. Taking the time to select the thumbnail that will best capture your audience will help to increase your views and engagement.

What is the purpose of a thumbnail?

The purpose of a thumbnail is a smaller image of a larger image. When selecting the right thumbnail, it is important to remember the value of emotion. Customers can be heavily persuaded by how they feel. Although we like to think of ourselves as rational beings, emotion can play a big role in the decisions we make. Selecting a frame, therefore, that uses a human subject portraying a positive feeling can be very powerful.

This frame should also convey something about the content and help the user feel drawn to this particular link. Eye contact can be a great way to convey emotion and build relationships, so a frame when the subject makes eye contact with the audience can be helpful.

How do thumbnails work?

You will need to look at the metrics provided for you. If this video is on YouTube, you will be able to access numerous different analytics that will tell you how often your video was seen, watched and enjoyed all the way through. You can also collect information about the traffic sources, demographics and devices used by your viewers. This will give you considerable insight into what your users were looking for and how you measured up. Low click-throughs but high watch times may indicate that your thumbnail is poor-quality, causing many people to skip your content, but the video itself is engaging, for example. This can inspire you to adjust your thumbnail.

Your thumbnail is a valuable means of persuading customers to click on your link and watch your video. Selecting one that conveys emotion and builds the relationship between company and customer can help you maximize your video presence.

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How Do I Select Blog Images for My Content?

What should you consider when choosing blog images?

Images offer users a number of advantages when they are added to content. The increased engagement is an important one for many brands. People enjoy looking at images, which might be why Tweets with images receive 5x the engagement of those that do not. Images help to promote everything from Facebook posts to blog posts. They help readers connect with the content by making the entire post or piece more personal.

Image can also be useful for Google rankings. When you optimize your images with Alt text and tags, then your image can rank for related queries on Google images. This can help you boost traffic and brand awareness as well.

How do I choose blog images for my site?

It is important to first note that the right images will rarely be a stock image. Stock images are impersonal, and they can be seen on nearly any site on the web - and customers know that. They recognize the image you have of a woman using a computer is the same one they saw on a different website last week. Even if people understand intellectually why you use stock images, they can still damage your credibility.

If you are trying to obtain Google rankings or Google Quick Answers, it is also important to note that Google generally does not rank stock images in Google Images. Using private photos is the best way to earn that extra search engine boost.

You want to create a personal image. Find something that reflects the emotions and message that you are trying to communicate with your audience. Make sure that the image is clear and engaging, and not something that was just taken with a camera phone.

What are the steps to using blog images effectively?

Review your content and think about the images that come to mind when visualizing your material through the eyes of the customer. Think about the emotions you want to illicit and the message you want to send.
Create a custom image that fits with your brand and introduces your customers those behind the company. It might be pictures of you and your employees, real past customers, products, your offices or anything else applicable.
Optimize your image for Google with Alt text and titles to help them attract any potential attention on image searches.
Measure your engagement rates of the content with these images and use the information to adjust future strategies.

Images are valuable tools for brands looking to build engagement with their content and entice more customers to learn about their organization. Using images correctly is important for brand success, so keep these guidelines in mind.

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Scaling In Research For Your SEO-Driven Content

Why is scaling content important?

The content marketing industry today has become increasingly saturated. Eighty percent of B2B brands and 81 percent of B2C brands say that they have some type of content marketing strategy. To compete in this field, therefore, brands must be able to produce content that adds value and grabs the attention of their audience.

The best way to accomplish this goal is with an efficient workflow that allows brands to call upon the skills of everyone on their team.

This workflow will start with a SEO researcher who use data to uncover high-value keywords. Then the writers develop the content, which is passed to content strategists and marketing managers to refine to fit the precise role of the piece. When this process runs efficiently, the brand is able to meet their content demands and provide customers with the material they seek.

Why is it important to use a workflow?

In the early stages of content marketing maturation (link to piece on content marketing maturation process), it is common for brands to rely just on one or two people to produce their content. The problem with this approach is that it neglects the expertise of countless other team members. It is not efficient to have one person handle all the work that goes into content development. Instead, having multiple people work together to produce the content that the brand needs in a collaborative atmosphere allows everyone’s expertise to shine while producing content to scale to meet modern demand.

How do I create a workflow to scale content for my business?

Outline objectives that the brand will have for a particular marketing campaign.
Determine metrics that can be used to measure content performance.
Outline the steps in a content creation workflow.
1. Determine keywords, target and content type
2. Develop the content
3. Distribute and promote the content
4. Analyze the content and compare to original goals
Bring team members together to help them establish a collaborative effort for the content.

Scaling in research is the key for brands who now need to produce high-quality content in larger numbers to meet the demands of modern customers. Establishing an efficient workflow is the cornerstone of accomplishing these goals and moving your content production process forward.

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SEOと広報 (PR) の連携に関するベストプラクティス（2016年4月20日　Erik Newton）

Read more about Best Practices for Working SEO and PR Together

15年前、インターネットが私たちの社会をどのように変えるのか、想像もできませんでした。いまや、私たちの購買活動から友達や家族との連絡方法に至るまで、インターネットはあらゆることに影響を及ぼすようになりました。インターネットは、消費者の行動パターンや嗜好の劇的な変化を引き起こしましたが、企業に関しても、その理想的な消費者との接し方に関して影響を与えました。このことは、広報活動とSEOの取り組みについて考えてみるとさらに明らかになります。

SEOと広報の2つの分野は、異なる起源を持ちます。広報活動は、20世紀の初頭から様々な形で存在してきました。最初のプレスリリースは、<a href="//www.ereleases.com/prfuel/history-of-the-press-release/" target="_blank">1906年に公開</a>されました。広報活動は、主に、宣伝と販売に関するものです。

一方で、デジタルマーケティング、および SEO は、インターネットの成長に伴い、ITを基盤とする専門分野として発展してきました。その手法は、多くの人々や企業によって、ウェブサイトの作成し、検索エンジンでの露出を増やすためにレイアウトやキーワードなどの要素をいろいろと試す中で発展してきました。

この2つの専門分野は、常に変化する現代マーケティングに適応し、お互いに絡み合い、繋がっていくようになりました。広報は企業ブランドのメッセージへの関心を高めることに注力します。広報のスペシャリストは、企業の評判を高め、消費者に製品を売りたいと考えています。そして、このことは、SEOの中心的な目的となりました。

この2つの専門分野が重なっていることは、一貫したSEO・広報戦略を作るため、協業することが重要であることを示しています。広報は、<a href="https://www.brightedge.com/blog/how-do-social-content-and-organic-searc…; target="_blank">検索とソーシャル</a>が販売促進と企業ブランドの開発のためにとても重要であることを理解し、もっとSEOに力点を置くべきです。同時に、SEOは、企業ブランドのプロモーション、ブランドへのロイヤルティの構築、製品やサービスの販売における広報の価値を理解する必要があります。

SEO広報戦略を構築するために検討するべきことを、以下、ご紹介します。

<h2>SEOと広報のかかわり</h2>

2013年、<a href="//searchengineland.com/google-adds-large-scale-guest-posting-advertorials-optimized-anchor-text-to-list-of-link-schemes-168082" target="_blank">Google が発表した内容</a>は、プレスリリースからのバックリンクは重みを持たない、なぜなら、不自然なリンクだから、というものでした。このことは、SEO戦略におけるプレスリリースの役割に関して、多くの議論を巻き起こしました。

Google の決定は、インターネット上のフォロワーに対してニュースを提供する有効な手段としてのプレスリリースを否定したものではありません。意味が薄いプレスリリースをたくさん出してリンクを稼ごうとするスパム戦略を、減らそうとする意図から出たものでした。多くの企業は人気のあるプレスリリースサイトに記事を出して、読者にはあまり価値がないにもかかわらず、多くのバックリンクを集めて、ターゲットされたアンカーテキストをそのリンクに使用したものでした。

プレスリリースからのバックリンクの影響を最小限にすることによって、Google は、再度、有意義で役に立つ情報をユーザに届けるように仕向けたのです。企業は、ニュースそれ自体に重要性が無ければプレスリリースを出さなくなるでしょうから。

バックリンクの価値がないとしても、広報とSEOは、協業可能です。よい文章でよい場所に公開されたプレスリリースは、一般の注意を引き付け、企業のウェブサイトにより多くのトラフィックをもたらし、バックリンクの恩恵がなくてもキーワードのランキングを向上します。

また、広報活動は、企業の名前を提示し、企業がどのようなことを成し遂げたのかを提示します。自社が業界の権威でリーダーであると認めるようになると、自社のブランド認知やロイヤルティはあがります。目を引くプレスリリースを出すと、さらに、ジャーナリストや報道機関が取り上げてくれることがあります。こうなるとさらに自社の露出や信用度は上がります。<a href="https://www.brightedge.com/news/press-releases/new-brightedge-content-o…; target="_blank">ブライトエッジのプレスリリース</a>が<a href="https://www.brightedge.com/products/optimize-content/content-optimizer&…; target="_blank">Content Optimizer</a> 4.0について取り上げたときを例にとると、<a href="//www.reuters.com/article/idUSnMKWn9Rjla+1c8+MKW20151117" target="_blank">ロイター社に取り上げられました。</a>当社のブランド認知の向上に役立ちました。

主要なプレスリリース配信サービスは、プレスリリースが検索結果として、一般的な検索結果表示とニュースセクションの両方で表示されることをサポートしてくれます。このような広報配信プラットフォーム (PR publication platform) を活用することによって、露出を増やすことが可能となります。ブライトエッジの<a href="https://www.brightedge.com/products/target-demand/data-cube">データキューブ</a…;

<a href="https://www.brightedge.com/products/target-demand/data-cube">スコア、高ランキングキーワード、ユニバーサルリスティングのいずれにおいても、広報配信プラットフォームのPRNewsire は、高い数字を示しています。</a>

下のブライトエッジのデータキューブのグラフを見ると、数多くのキーワードが5位以内にランキングしていることがわかります。

下のブライトエッジのデータキューブのグラフは、画像、カルーセル、クイックアンサー、およびローカル3パックの検索結果が表示されることを示しています。

自社サイトにおいてプレスリリースを公表することも、検索結果のニュースセクション内で上位にランクすることに貢献します。

<h2>SEOと広報のベストプラクティス</h2>

<ul>
<li>自社のプレスリリースが常に目を引く情報を含んでいるように心がけましょう。他のコンテンツについてもいえることですが、自社のオーディエンスに対して意味がないプレスリリースを作ってもブランドの構築に役立ちません。SEOと広報の統合戦略を構築する場合は、重要なニュースに焦点を当てて、ジャーナリストやブロガーにアピールすることを考え、大手の報道機関に取り上げてもらう可能性を高めるようにしましょう。たとえば、当社のクリーブランド事務所が開設されたときに、<a href="//www.cleveland.com/business/index.ssf/2016/04/brightedge_opening_clevela…; target="_blank">Tech Czar of Cleveland.com</a>によって取り上げられました。これによって、その地域での認知度を高め、事務所開設を成功させることができました。</li>
</ul>

<ul>
<li>好印象を与えるコンテンツやウェブページを作成しましょう。今日、たいていのことは、すべてカスタマーエクスペリエンス中心に動いています。現代の消費者は、日々、膨大なウェブサイトを閲覧しており、読み込みに時間がかかったり、構成がしっかりしていなかったり、どんな価値があるのかすぐにわからないページで時間を無駄にすることは、ありません。</li>
</ul>

<ul>
<li>クローラブルなディストリビューション・ネットワークを使ってプレスリリースを配信しましょう。これは、自社のリソースを、ペイドサーチからソーシャルメディアまで、総動員することを意味しています。ソーシャルメディアは新しい情報を興味を持っている人に届けるすばらしいツールです。人気のあるネットワーク、たとえば、Facebookや Twitter などにリンクを投稿することは、露出を広げて、トラフィックを増やし、興味をかきたてる有効な手段です。主だった企業ページ、たとえばFacebook fan page や LinkedIn company page は、クローラブルです。つまり、Google などの検索エンジンにクロールされるので、検索結果に表示される可能性があります。自社のプレスリリースやその他の情報を投稿する良い場所だと思います。Redditも適切な検索には引っかかります。ただし、そこに含まれるリンクは、NoFollowとなります。</li>
</ul>

<ul>
<li>YouTubeの活用を検討しましょう。映像とプレスリリースは、実は、価値のある組み合わせです。プレスリリースと一緒に公開するビデオを制作してYouTube に投稿して、発表内容に注目を集めるようにしましょう。YouTube からはビデオのデスクリプションやコメント、コメントへの返事で自社のリンクを記載することができます。</li>
</ul>

<ul>
<li>既存の広報関係者との関係を作りましょう。ソーシャルメディアは、配信のためのすばらしいプラットフォームであると同時に、ジャーナリストや<a href="https://www.brightedge.com/blog/influencer-marketing/" target="_blank">インフルーエンサーとの関係を構築するツールでもあります。</a>このような関係を暖めておいて、自分の会社が記事のネタになるコンテンツをリリースすることを伝えてあげます。ジャーナリストは、一般的に、関係者からもたらされた情報を読んだり受け入れたりしやすいものです。既存の広報関係者との関係作りも、現代的なツールを使うことができます。</li>
</ul>

<ul>
<li>コンテンツのタイプにかかわらず、ビジュアルが大きな価値を持つことを覚えておきましょう。創造的なコンテンツ、たとえば、カスタマイズされた画像やインフォグラフィックは、自分が言いたいことを明らかにして、より多くの人に共感してもらうことに貢献します。また、<a href="https://www.brightedge.com/blog/image-seo-and-marketing-visual-content-…; target="_blank">画像を最適化する</a>ことも忘れないようにしましょう。Google 検索のために最適化して、検索者が自社のブランドを見つけやすくしておきます。</li>
</ul>

<ul>
<li>内部リンクを張ります。内部リンクは見過ごしがちです。しかし、決してこれを無視してはいけません。内部リンクは、Google のボットに新しいプレスリリースがサイトのどの部分に位置するのか、示します。トピックに関連したブログを投稿して、その中でプレスリリースにリンクを張るのもいいでしょう。あるいは、プレスリリースの中からサイトの別の部分へのリンクを張って、読者をドメイン内の別の場所を回遊してもらうように仕向けることもできます。</li>
</ul>

統合的なSEO広報戦略は、重要な企業ニュースを興味を持つ人々の前に提示することに貢献し、リーチと露出を広げます。ブランド管理におけるこの2つの分野を統合することにより、企業は、オンラインの世界を通じて現代の顧客にリーチするというSEOのベネフィットと、わかりやすいニュースや、興味、評判、売上げについて語って伝えるという広報のベネフィットの両方を手にすることができるのです。

SEOと広報の専門分野を統合することによって、その両方を成長させることが可能となります。

<a href="https://www.brightedge.com/jp/articles">ブライトエッジブログ記事一覧</a>

Optimizing for Google Quick Answers

What is Google Quick Answers?

Google Quick Answers was first introduced in September 2014 as a means of presenting easy answers to queries that were ‘how to’ or ‘what is’ oriented. To generate these answers, Google will take parts of content from web pages that were already regarded as trustworthy by the search engine. These answers then appear in an outlined box on the top of the SERPs.

Why do I want to appear on Google Quick Answers?

When Google selects a website to display a Google Quick Answer, they are helping to cast this site as an authority on the subject. The site that displays the answer does not have to rank first on the page-- it can fall into organic position 2-4-- but this site gets to appear at the center of the page as Google’s resource on the subject. Gaining this authority can help you increase your brand awareness and reputation, and thereby bring you interested traffic.

At BrightEdge, we monitored the impact of Google Quick Answers in terms of traffic and click-through rates and saw a clear increase for those that were chosen for an answer.

How do I optimize my page to appear on Google answer box?

Make sure that your website provides the answer in a clear, easy-to-understand manner. Remember that the algorithm is what generates the answer, so your text should be easily cut out of the rest of your content for the Quick Answer box.
Have a site that offers an excellent user experience to improve organic rank and readability
Make sure that the page with the answer is part of a site structure and has references coming from other pages that have related topics
Make sure the pages are a part of an XML Sitemap to make it easy for Google to crawl the page and find the answer.

Google Quick Answers is a part of the Google quest to provide users with immediate answers and improve their user experience. By optimizing for this feature, you can increase your site’s own visibility as well as your traffic rates, thereby growing your brand.

Mapping Content to the Customer Journey

What is the customer journey?

The customer, or buyer's journey, is a path that all consumers must progress through on their way towards making a purchase. It describes your initial discovery that you have a problem that you want to resolve, through your research and finally your conclusion of the best brand to fit your needs. After you make the purchase, the efforts made by the business to ensure that you had an outstanding experience with your purchase will complete the buyer’s journey.

It is significant to note that in our tech-driven world, an estimated 67 percent of the buyer’s journey is done online. To engage today’s customers, you need to have the content they want.

The first stage is the awareness stage. Here people are starting to notice that they might have a problem and they take to the Internet to find a solution.

The second stage is the consideration stage. Now you have begun to find potential solutions, but you are still debating the direction you want to take.

The third stage is the decision stage. Now that you have spent time reading about the different possibilities and the brands, the buyer will begin to narrow their choices down and make a final decision.

The post-purchase stage comes next. Now the brand will work to continue to engage the user to help them get the most out of their purchase and encourage them to become repeat customers.

What do people look for throughout the customer journey?

You will need to begin by laying out your customer journey and your buyer personas side-by-side. Think about the types of concerns people have at each stage and plot keywords and topic ideas for each one. To illustrate:

Awareness stage: customers here ask broad questions. Their keywords tend to focus on problems they are experiencing or how to improve something. They like blog posts, infographics and videos.

Consideration stage: customers will be more interested in learning about your company and products specifically. The right keywords will be your brand name or the type of service that is preferred. Types of content you should have available include webinars, ebooks, white papers and reports.

Decision stage: here people are making their final decision, so expect pointed queries, such as your brand vs. a competitor. Offer these consumers free trials, consultations and tutorials.

Post-purchase stage: help people understand how to get the most out of your products and services. Focus on providing continuously high customer service to build loyalty and encourage repeat customers.

How do I align my content to the customer journey?

Look at the content you already have and map it out to your needed content and keywords at each stage of the journey. Consider the topics, keywords and types of content you use.
Look for potential holes in your content availability, including how topics are covered in different types of content.
Create the content needed to fill in any holes and use your distribution system to get it in front of the intended audience.

When you align your content to your customer journeys, you gain a better understanding of who you are writing for and how well your pieces are impacting other people. Take the time to map them and see how you can make your content efforts shine.

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