We’ve written about the importance of a) getting reviews , b) how the law sees a business that fakes reviews, not to mention c) management of negative reviews, but what is rarely discussed is an OPPORTUNITY that lies in the d) response to a review. An important element of ‘reputation management’ is, in fact, a response to a review(good or bad). A business must understand that it is speaking less to the reviewer than to the entire public of prospective buyers. And because review content can influence consumers when they search, it only makes sense the Google algorithm also uses that content as a ranking signal.

How we respond matters to more than just the reviewer, good or bad, so let’s review ‘best practices’ and maximize those benefits to an overall digital marketing strategy.


Tips For Responding To Reviews

 

1. Acknowledge The Reviewer In A Response

– By using a reviewer’s name the business owner not only grabs that reviewers’ attention, but it acknowledges her personal thoughts. It simultaneously demonstrates accessibility to the public, likely appreciated by both!

2. Acknowledge Details In A Response

– By acknowledging details of the review in a response, the business demonstrates a genuine interest in what that person thinks. By taking the time a business also shows a reviewer, as well as the public, commitment to customer service.

3. Offer Advice Related To The Review In A Response

– By offering advice based upon details of the review in a response, the reviewer and the public may become aware of other options. It’s possible that advice will generate more and future interactions, if not transactions.

4. Use Target Keywords In A Response!

– According to Moz’s 2017 survey of local search ranking factors, reviews are a signal that influences how businesses rank locally. Being we all know Google uses reviews as one of their (200) signals for ranking companies and their content, it’s good logic they are reviewing the keywords in that content as well. While we cannot control what our reviewer says, we can use our ability to respond to add keywords! Note: a rule we should all live by with SEO is the content needs to be good enough for humans to be good enough for search engines. So when writing a review response, be careful to only use those keywords specifically related to the review exchange. Do not ‘keyword stuff’ and be sure that you yourself would trust that response before adding it. If so we can all incrementally improve our performance for those target keywords in search engine results!


Any questions about reviews or reputation management, please do not hesitate to get in touch. And ask us about Local SEO best practices – increased visibility, traffic and lead capture performance!

Finding The Right SEO Mix 

Not all search engine optimization (SEO) is the same! What’s necessary for success depends on a presentation of value, visibility (i.e. it can be found) and the level of competition! Rank in search results, can require a large number of content- driven signals or, in some cases, just enough.

So why run a giant expensive SEO campaign if it’s not all necessary? A target, for instance, ‘Mechanical Contractor Bergen County NJ’ can be had with a smaller less costly effort than what’s required to compete for ‘Mechanical Contractor USA’ .

And while the competition is never ever static, meaning positions in search indexes for target keywords are forever changing, it is only measurement and analysis that will determine whether or not the effort is working. Only measurement will also show what is necessary, for going forward. If you are not analyzing, you are not doing SEO!

What Should SEO Cost?

There’s also a lot of confusion surrounding the cost of SEO; what’s necessary for a particular brand with specific targets and how much it should cost can be all over the map. If a firm is going through the painstaking and costly process of recruiting inbound links from (safe) websites, for instance, it can help a campaign, but is it necessary?” For instance with a locally targeted business where the active competition (for target keywords) is minimal, maybe back-links and the cost involved is not necessary to succeed? 

It’s why we recommend a fundamental set of SEO signals to start. To start, set realistic goals and then measure the resulting data! Build fundamental on and off website signals in order to establish a well rounded visible presence and then begin to measure what stems from it. It takes time, sometimes a few months, but sometimes costly link- building and/or social media campaigns are not necessary. The fundamental signals may be all that is needed. It’s also possible analysis will determine that more signals are indeed necessary and for that there is going to be more cost.

Either way, it’s better to build up then pile on and waste money in an environment where things that work are changing all the time. 


What Does A Fundamental SEO Program Include?

  1. Keyword Research For Target Subjects
  2. Search Optimized Website Pages, optimized for those target keywords
  3. Google My Business Tools Setup, Verification and Optimization
  4. Claimed And Optimized Search & Directory Listings
  5. Standard Operating Procedures For Maximizing Positive Client Reviews 
  6. Reviewed Website For Broken Links and Proper 404
  7. Keyword Search Rank Tracking Software 
  8. Traffic Analytics Setup
  9. Track, Measure and Analyze Traffic Data
  10. Allow Analysis To Determine Whether Or Not Existing Efforts Are Succeeding And/ Or Other Signals Must Be Built
    1. Blogging
    2. Geographic targeting
    3. Social Media Campaigns
    4. Inbound Links Build Campaign
    5. Alternative Content
    6. And more

With SEO or, for that matter, any form of marketing & advertising – there is risk; a business may succeed right out of the gates, but the resulting measurement will always determine what is happening, what’s necessary to reach a desired result… and even how to grow that desired result. The point being, “you cannot grow what you do not measure!” 

It’s no surprise to read that without good content there is no competitive search engine optimization (= no SEO). Any chance of competing for visibility in search results begins with content, so let’s define a type of content you may not have heard about called evergreen’, ‘geographic tree’ or even ‘anchor’ content‘. Really just buzzwords in content strategy, the practice has proven to be a key factor in the battle for search visibility. ‘Evergreen content’ is a page (or post) that is NOT necessarily timely so much as it is informative; this content should remain relevant to a degree that it stands the test of time!


What Does Evergreen Content Offer?

Because it will always be considered up-to-date, in theory, ‘evergreen content’ will always be of primary interest to visiting readers. With detail, it should define authority for subjects your company is the leader for. In cases where being relevant in a particular area ( i.e. county, town or city ) is important, evergreen content will define authority for that area or geography.

In contrast, “Current Pay Per Click Advertising Best Practices” is not a good example because it’s meant to be relevant right now. In this case, a blog post might be better suited due to its date- stamp or timely emphasis. Current, by definition, is about things going on NOW and so, for instance, “Current Link Building Best Practices” have become less relevant as platforms & strategies advance or change.

Top Evergreen Content Examples Might Include:

  • Defining A Product or Service
  • Frequent Question & Answers
  • Tutorials Or “How To” guides
  • Useful Resource Lists
  • Support With Related Laws
  • Industry Terminology Definitions
  • Geographic Authority For A Product or Service In A Particular Area (i.e. if you vie for business in the city of Kalamazoo, you must have content saying so) 

Be careful! Even an evergreen topic can change ever so slightly, so periodic reviews in order to be sure they remain 100 percent correct is recommended.

Evergreen Content Does Not Include

  • Evergreen content is not news
  • Evergreen content is not statistics
  • Evergreen content is neither seasonal
  • Evergreen content is no trend
  • Evergreen content is NEVER a bunch of random subjects sprayed all over one page
  • Evergreen content should always be comprehensive coverage & subject specific, so it can stand the test of time!

The chance of competing for visibility in search engine results pages begins with content. When it’s capable of remaining useful to many, if not most, visiting readers for a great deal of time then the likelihood it will motivate signals (i.e. time spent on page, links to the page, bookmarks, likes, shares, pins) search engines use to rank content is much greater.

Needless to say, evergreen content has become an important competitive content strategy that will improve your SEO! Get thinking about what you are authoritative for ( for support see Copywriting | Blogging Services ) and if SEO Services are necessary. Contact Kinetic Knowledge for a consultation!

5 worst things to do to your SEO5 Of The Worst Things You Can Do To Your SEO?

We always look at the major SEO signals because they can be such an advantage for our clients and also because they are forever changing. At the same time, we’re trying to determine those that may have the largest negative impact? Here’s a look at the 5 factors that will inevitably damage your position in the search engines. While the battle carries on amongst competitive businesses every day, including schemes to game ‘search engine algorithms’, it’s really about the content. We recommend a laser-like focus on creating the most current and useful content possible. And avoid the schemes or tricks, Google is smarter than that!


5 Of The More Negative Factors Influencing Your Search Engine Positions

 

  1. Non-Mobile Friendly Content
    • Simply put, “How did you miss this one?” It’s public knowledge that starting April 2015 Google would begin to penalize nonmobile friendly content in its indexes. Since then it’s only gotten worse for nonmobile friendly offenders. 
  2. Static Content
    • Google only wants to show relevant timely and user-friendly content in its index. Depending on industry news for what is likely happening day to day, Google looks day by day for timely information in posts and or pages. Get into to keeping your content current with new information, keywords and timely publish dates!
  3. Machine Written Or Duplicate Content
    • Popular amongst some short-sighted SEOs, there is software that spits out rewritten versions of an already published article. It’s almost a given that machine written posts are going to be boring or even uninteresting to humans. If so, assume it’s going to be uninteresting to search engine algorithms as well.
    • Google has never wanted duplicate pages in its index. In one instance over 4,100 real estate blogs released the exact same post because their owners purchased the same content from the exact same source. Guess what blog was indexed for that content? Only the guy selling the content. Google is not looking to police plagiarism, but it certainly sees duplication. When your pages are neglected the negative effects may include 1) wasting the keyword indexing a spider crawl brings, 2) the resulting loss of qualified visibility and 3) the loss of back-links, shares and/ or likes favorable to your search engine positions. It’s also believed by some that duplicate pages are, in fact, a ‘bad behavior red flag’ that does bring a penalty.
  4. Links Out To Bad Sites
    • Who you link to matters and it always has. Sometimes we get those email, “Hi, We’d like to exchange a link with you” OR EVEN “we’ll pay you for a link to our site”… and you must ignore them! You control it, so careful about the links.
  5. Keyword Stuffing
    • In 2006 Google may not have noticed that you put the words “Malibu CA Builder” on your page 25 times. In fact back then the more the better, but do it today and your site’s page will disappear from the index. Underestimating a search algorithm’s ability to detect poor content is a mistake, but this practice is the oldest trick in the book and the easiest for a search engine to identify.

And that’s just 5 of the worst and also most obvious things you can do to ruin your SEO? Search isn’t a static environment; the rules are proprietary to Google and the other engines AND they are always changing. The best bet is and has always been based on what Google wants and needs, which is good content. They want information on every subject so they can offer the best answers & solutions possible. Simple logic is to give the people what they need and Google will like it.

SEO Solutionshttps://www.kineticknowledge.com/services-seo/