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Search Engines

Zero-Click SEO and Content Strategy: How to Earn Visibility Without the Click

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Search behavior is shifting. Google no longer just points users to answers — it is the answer. Zero-click searches now dominate results, meaning users often get what they need without ever leaving the results page. Featured snippets, knowledge graphs, and answer boxes deliver value instantly — but they also strip clicks from traditional listings. For digital marketers, especially in content-heavy industries, this means visibility must evolve beyond traffic.

Instead of measuring success solely by CTR, content creators must now optimize for authority, placement, and brand recall — even when clicks don’t happen.

B2B vs. B2C Context

In B2B, zero-click SEO changes the playbook for lead generation. Buyers researching vendors, trends, or industry benchmarks increasingly find top-level answers through snippets or carousels — often before visiting a site. This pushes B2B marketers to optimize for position zero and follow up with gated, deeper resources.

In B2C, zero-click affects product discovery and decision-making. Local search, voice answers, and reviews all surface before a website visit. Retailers, restaurants, and service providers must own their Google My Business profile, use structured data, and earn high-quality reviews to compete.

Factics
What the data says:

  • 50.33% of Google searches now end without a click (Jumpshot & Sparktoro, 2019)
  • Voice search and mobile usage drive users to rely on immediate results over deep site browsing (Think with Google, 2019)
  • Featured snippets appear on 12.3% of all search queries (Ahrefs, 2019)
  • Businesses that win featured snippets see up to 8% more brand exposure even without clicks (Search Engine Journal, 2019)
  • “Near me” mobile searches have grown over 500% in the past two years (Google Data, 2019)
  • Schema markup increases the chance of earning rich results by 36% (Moz, 2019)

How we can apply it:

  • Target answer-based content: Create content that answers specific, popular questions using conversational headers and short, structured responses.
  • Use schema markup: Implement structured data for events, products, reviews, and FAQs. This supports eligibility for featured snippets and rich results.
  • Update meta content: Ensure meta descriptions and page titles deliver standalone value — these are often read even when not clicked.
  • Own your branded knowledge panel: Verify and enhance your brand’s presence with up-to-date info, social links, and images.
  • Optimize for voice search: Use natural language and question-based phrases. Focus on mobile-friendly, fast-loading pages.
  • Measure visibility differently: Look beyond clicks to impressions, on-SERP presence, and assisted conversions.

Applied Example
Melissa runs content for a SaaS platform that helps small manufacturers manage logistics. Their blog generates strong traffic, but recent CTRs from Google have fallen. After analysis, Melissa finds their content is being cited in featured snippets — but few users are clicking through.

Rather than fight the change, her team adapts. They revise top-performing posts with snippet-friendly formatting, update headers to answer direct questions, and add downloadable templates below every featured answer. They also create short explainer videos to populate YouTube results, increasing brand impressions across SERPs.

Within three months, they see higher engagement from returning visitors and a 12% boost in lead form submissions — despite fewer homepage clicks.

References

  1. Jumpshot & Sparktoro. (2019). More than 50% of Google searches end without a click. https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click
  2. Ahrefs. (2019). Featured Snippets Study. https://ahrefs.com/blog/featured-snippets-study
  3. Moz. (2019). What is Schema Markup & Why It’s Important for SEO. https://moz.com/learn/seo/schema-structured-data
  4. Think with Google. (2019). The shifting behavior of mobile users. https://www.thinkwithgoogle.com/consumer-insights/mobile-user-behavior
  5. Search Engine Journal. (2019). The ROI of Featured Snippets. https://www.searchenginejournal.com/roi-featured-snippets
  6. Google Data. (2019). How “Near Me” is Changing Consumer Behavior. https://www.thinkwithgoogle.com/consumer-insights/near-me-search-behavior

Rethinking Search Visibility After Google’s Snippet Shift

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Google changes the way featured snippets appear in search results. Pages that appear in the featured snippet no longer show a second listing on the same results page. This streamlines the search experience but alters how marketers must approach visibility and click-through strategy (Search Engine Journal, 2019).

For digital marketers and SEO professionals, this is more than just a technical adjustment — it reshapes how attention and traffic are earned. Winning a featured snippet means more visibility at the top of the page, but also removes a backup presence in the organic list. That makes your snippet content — and the context around it — even more important.

In B2C, snippets often support quick answers like definitions or step-by-step instructions. But in B2B, users search with greater depth and specificity. Snippets must now serve as both a helpful preview and a bridge to deeper trust-based engagement.

Factics

What the data says:
Featured snippets appear in over 12% of search queries, and pages that earn them an average 8.6% click-through rate — yet some lose visibility overall after the second listing is removed (Ahrefs, 2018). Moz and SEMrush both find that the impact depends heavily on how engaging the snippet content is. Google confirms the change is meant to reduce redundancy, not aid marketers (Webmaster Central Blog, 2019).

How we can apply it:

  • Audit which of your pages currently win snippets and assess traffic trends post-update.
  • Avoid giving away the entire answer in the snippet — create curiosity or a need to click.
  • Format content using natural question headers and concise answers in 40–60 word blocks.
  • Implement schema markup for FAQs and how-to content.
  • Use internal links and embedded tools (calculators, videos, etc.) to increase time on page and conversions.

Applied Example:
David runs SEO for a SaaS company. One of their guides — “How to Calculate ROI on SaaS Subscriptions” — appears in a featured snippet, but traffic suddenly drops. Users get the answer directly and skip the click. David revises the content, turning the snippet into a teaser. He adds a call-to-action, a short explainer video, and a link to download a free ROI calculator. Results improve, and qualified leads increase.

References

  1. Search Engine Journal. (2019). Google confirms featured snippets will not appear twice in search results
  2. Ahrefs. (2018). Featured Snippets Study: How to Get Them
  3. Moz. (2018). How featured snippets impact organic traffic
  4. SEMrush. (2018). How to win featured snippets
  5. Google Webmaster Central Blog. (2019). Deduplicating search results

Digital Trust Signals: Building Credibility in a Skeptical Online World

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Trust is now the most valuable currency in digital marketing. Consumers and businesses alike are growing more cautious about where they click, what they share, and who they engage with online. The rise of data breaches, misinformation, and paid influence has created a climate of skepticism — and marketers must respond. In this landscape, digital trust signals have become critical. These are the visible and invisible cues that help people determine if your brand, content, or offer is authentic, secure, and worth their time. Whether it’s HTTPS, verified social profiles, customer reviews, or even grammar and site speed — each signal adds or subtracts from your digital credibility.

Strategic Insight

What’s your story? You’re not just a marketer or a brand — you’re a promise. Every pixel, phrase, and policy on your digital presence says something about whether you’re safe, real, and professional.
What do you solve? You solve the trust gap. With fake news, online scams, and data privacy fears dominating headlines, people are hungry for digital spaces they can believe in. Your job is to remove friction, signal safety, and reinforce confidence.
How do you do it?

  • Secure your site with HTTPS and display visible trust badges
  • Use schema markup to enhance legitimacy in search results
  • Maintain consistent NAP (name, address, phone) data across all platforms
  • Display recent, verified customer reviews
  • Keep your site fast, mobile-friendly, and free of intrusive pop-ups
  • Clearly state privacy policies, refund guarantees, and terms of service
  • Authenticate social profiles and respond promptly to messages and reviews
    Why do they care? Because trust accelerates decisions. People are more likely to click, buy, share, or refer when they feel safe and confident in what they see. Without trust, even the best offer falls flat.

How Marketers and Platforms Use Trust Signals

As of late 2018, digital leaders are doubling down on trust. Google confirmed that HTTPS is a ranking factor, while Chrome began explicitly marking all HTTP sites as “Not Secure” (Google Developers, 2018). Facebook introduced new Page transparency tools, showing users the history of name changes and ad activity. Amazon increased the visibility of verified purchase reviews, and TripAdvisor introduced tighter controls to curb fake ratings (TripAdvisor Insights, 2018). Meanwhile, Shopify, PayPal, and other eCommerce providers emphasized trust badges at checkout to reduce cart abandonment. In B2B, marketers use LinkedIn’s Company Page verification and consistent brand messaging across email, webinars, and landing pages. Even email marketing tools like Mailchimp and Constant Contact now prompt users to include GDPR-compliant unsubscribe links and sender info by default. These changes aren’t optional — they’re part of the evolving trust economy.

Real-World Example: Everlane

Clothing brand Everlane has built its entire online reputation around the concept of “radical transparency.” On their product pages, they break down pricing, show the actual factories where items are made, and explain sourcing choices. They use clean design, SSL-secured checkout, and verified customer reviews to reinforce credibility. Their emails always include easy opt-outs and reinforce their ethical values. The result? A fiercely loyal customer base that trusts the brand not just for its products, but for its values — and spreads the word organically.

Fictional Ideas

Brian runs a niche tech repair business and sells accessories via Shopify. He gets site visits but few conversions. After researching trust signals, he adds visible SSL security badges, implements customer review widgets, and rewrites his About page to include a photo and story. He also updates all social bios with location and contact info, adds schema to his product pages, and sets up a privacy policy footer link. Within weeks, bounce rates drop and time on site increases. Customers start emailing pre-sale questions — a sign they feel safe enough to engage. Brian doesn’t change his product — he just made himself trustworthy online.

References

  1. Google Developers. (2018). A secure web is here to stay. https://developers.google.com/web/updates/2018/07/chrome-68-not-secure
  2. Moz. (2018). The beginner’s guide to SEO. https://moz.com/beginners-guide-to-seo
  3. TripAdvisor Insights. (2018). How TripAdvisor fights fraud. https://www.tripadvisor.com/TripAdvisorInsights/w604
  4. Shopify. (2018). Best practices for building trust with your store. https://www.shopify.com/blog/build-trust
  5. Facebook Business. (2018). Page transparency and political ads. https://www.facebook.com/business/news/page-transparency
  6. BrightLocal. (2018). Local consumer review survey. https://www.brightlocal.com/research/local-consumer-review-survey
  7. HubSpot. (2018). 15 trust signals that reduce landing page friction. https://blog.hubspot.com/marketing/trust-signals-landing-pages
  8. Mailchimp. (2018). GDPR tools and templates. https://mailchimp.com/gdpr/
  9. LinkedIn Marketing Solutions. (2018). How trust drives B2B relationships. https://business.linkedin.com/marketing-solutions/blog
  10. Baymard Institute. (2018). Cart abandonment rate statistics. https://baymard.com/lists/cart-abandonment-rate

Zero-Click SEO and the Future of Content Strategy

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Zero-click search is changing everything about how brands approach digital visibility. When users type a query into Google and get the answer directly on the search results page — through featured snippets, knowledge panels, or “People Also Ask” boxes — they often never click through to a website at all. For marketers who depend on organic traffic, this seems like a threat. But for brands that understand how to adapt, it’s an opportunity to earn visibility, authority, and relevance right on the search page. According to a 2018 Jumpshot study, over 60% of mobile searches in the U.S. resulted in no click at all. Google’s algorithms now prioritize providing quick, structured answers to user intent — which means content has to be formatted and structured to appear directly in those answer boxes. Traditional blog posts and service pages alone no longer cut it. Smart content marketers are adjusting by rewriting their strategies to match the search experience as it exists today — not how it worked five years ago.

Strategic Insight

What’s your story? You’re not just building a website — you’re building a reputation with search engines as a trusted source. Your story must be findable, fast, and structured to answer real questions — because that’s what zero-click SEO rewards.
What do you solve? You solve the visibility paradox. Users want answers fast. Google wants to give it to them. Your content must solve for both: surfacing at the top while still funneling users deeper when needed. By earning featured snippets or showing up in knowledge panels, you still reach your audience — even without a click.
How do you do it?

  • Use H2 and H3 subheadings that directly match common questions
  • Format content in bullet points, numbered lists, and tables to qualify for rich results
  • Add schema markup (FAQ, HowTo, Product, Event) to support Google’s structured data system
  • Include concise summaries (40–60 words) that answer search queries directly, increasing the chance of appearing as a snippet
  • Track “People Also Ask” results and create content that answers those follow-ups clearly
  • Monitor zero-click positions using tools like SEMrush, Ahrefs, and Google Search Console
    Why do they care? Because the battle is no longer just for page views — it’s for mindshare. If your brand isn’t showing up where users are getting instant answers, someone else is. Zero-click SEO is not about fighting Google — it’s about teaching Google that you are the best answer.

How SEO Professionals Are Adapting to the Zero-Click Landscape

As search behavior changes, SEO professionals are shifting their focus from just page rankings to SERP feature dominance — aiming to appear in featured snippets, People Also Ask boxes, and other high-visibility areas of Google’s search results. This strategic pivot reflects an understanding that visibility without clicks can still build authority, trust, and lead generation over time.
Here are some specific tactics marketers and SEO teams are using to adapt:

  • Building content around questions, not just keywords. According to Moz and SEMrush, optimizing for featured snippets starts with understanding the questions users are asking. SEO experts are using tools like Answer the Public, Ahrefs, and Google’s PAA boxes to discover real-time queries and format their H2/H3 headings as exact matches.
  • Creating concise, direct answers for snippet eligibility. SEO professionals recommend placing a 40–60 word summary immediately after a subheading that matches a search query. This snippet-style answer is often what Google pulls into position zero.
  • Optimizing for People Also Ask (PAA). When you answer one question clearly, Google is more likely to show your content in multiple PAA boxes — expanding reach across related queries. Marketers now create cluster content with interlinked answers and FAQs.
  • Using schema markup to enhance discoverability. Structured data helps Google understand content format and purpose. Marketing teams are using Article, FAQPage, HowTo, and Product schemas to enable enhanced listings and improve indexing.
  • Monitoring SERP features, not just rankings. Traditional SEO tools are being supplemented with platforms like Ahrefs, SEMrush, and SparkToro that track zero-click features like snippets, knowledge cards, and image packs. SEO professionals now prioritize share of SERP real estate, not just click-throughs.
  • Focusing on intent matching and UX. Instead of long intros or fluff-heavy blog posts, top-performing marketers are streamlining content around user intent. Content is broken into clear sections, loaded with visuals, and includes fast-loading, mobile-optimized designs.
  • Establishing topical authority through content hubs. Brands like NerdWallet are using content clusters — a primary pillar page with supporting posts on subtopics — to show Google they’re a definitive source on a subject. This improves both snippet eligibility and overall domain relevance.
  • Measuring engagement signals even without clicks. Marketers are adapting KPIs to include impression share, SERP coverage, brand visibility, and featured snippet placements. Zero-click doesn’t mean zero impact — it just means visibility is the new metric.

Real-World Example: NerdWallet

Personal finance brand NerdWallet has mastered zero-click SEO. Their articles consistently appear in featured snippets and “People Also Ask” boxes. For example, if a user searches “how much house can I afford,” Google often shows a snippet from NerdWallet with a concise answer and a link to their mortgage calculator — giving them both position zero visibility and a soft funnel into a high-converting tool. NerdWallet does this by answering real user questions in simple language, using headers that match search intent, and providing schema-enhanced calculators and guides. The result is a content strategy that earns trust instantly, even when users don’t click.

Fictional Ideas

Lisa manages digital strategy for a regional credit union. Her blog generates modest traffic, but her bounce rates are high and SERP rankings inconsistent. She studies search terms like “how to build credit” and “best savings account for students.” She rewrites existing blog posts to answer those questions directly in the first paragraph. She adds schema markup to her FAQ pages and rewrites headers as question-and-answer formats. Within two months, her blog appears in three featured snippets and six “People Also Ask” boxes. Traffic doesn’t just increase — it becomes more targeted and engaged. Zero-click SEO turns her blog from a library into a lead generator.

References

  1. Fishkin, R. (2018). Zero-Click Searches: How to Compete When Google Displays the Answer. Sparktoro. https://sparktoro.com/blog/zero-click-searches-how-to-compete-when-google-tries-to-answer-the-query
  2. Jumpshot. (2018). Mobile vs. Desktop Search Behavior Report. Retrieved from Ahrefs.
  3. Moz. (2018). How to Optimize for Featured Snippets. https://moz.com/blog/optimize-featured-snippets
  4. HubSpot. (2018). The Beginner’s Guide to Structured Data for SEO. https://blog.hubspot.com/marketing/structured-data-seo
  5. Search Engine Journal. (2018). People Also Ask: How to Get Your Content in Google’s PAA Box. https://www.searchenginejournal.com/google-people-also-ask/269253/
  6. SEMrush. (2018). Featured Snippet Optimization Guide. https://www.semrush.com/blog/featured-snippets/
  7. Ahrefs. (2018). How to Win Position Zero and Get More Organic Traffic. https://ahrefs.com/blog/featured-snippets/
  8. Content Marketing Institute. (2018). Why Google Zero-Click Search is Not a Threat. https://contentmarketinginstitute.com/2018/07/zero-click-google-search/
  9. Backlinko. (2018). SEO Strategy Guide: How to Get More Traffic from Google. https://backlinko.com/seo-strategy
  10. Google Developers. (2018). Structured Data Markup for Rich Results. https://developers.google.com/search/docs/data-types/article

Your Site is Mobile. Is Your Strategy?

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Google has started actively rolling out mobile-first indexing to more websites—a shift that redefines how search visibility is earned. Sites are now being ranked based on the mobile version of their content, not the desktop experience. This change favors businesses that have already embraced responsive design, clean UX, and fast-loading mobile pages.

For some, it’s a wake-up call. For others, it’s a quiet advantage.

Google confirmed this process is no longer limited to small-scale testing. While not yet universal, mobile-first indexing is steadily being applied to more domains that meet Google’s readiness standards (Google Search Central, 2018).

What Mobile-First Indexing Means

Traditionally, Google indexed and ranked sites based on desktop content. Mobile-first indexing reverses that, making your mobile site the primary version in Google’s eyes. Even if your desktop site is flawless, it’s the mobile layout that determines how you show up in search.

If your mobile site is incomplete, inconsistent, or slow—your rankings could take a hit.

Optimization Strategies

Whether your site is responsive, dynamic, or mobile-only, now is the time to recheck your SEO fundamentals.

1. Make Mobile and Desktop Content Consistent

Avoid content mismatches between desktop and mobile. If your mobile version is a stripped-down summary of your full site, Google may treat that as your only offering.

2. Use Structured Data on Mobile

Ensure schema markup and metadata are present on mobile, not just on desktop. Rich snippets still matter in mobile results.

3. Test for Mobile Friendliness

Use Google’s Mobile-Friendly Test and Search Console’s mobile usability tools to identify key problems in layout, tap targets, and content sizing.

4. Speed is Now Strategy

Page speed isn’t just about bounce rates—it’s now a mobile ranking factor. Use tools like PageSpeed Insights or Lighthouse to improve load times, minimize scripts, and compress images.

Strategic Insight

What’s your story? You’re a forward-thinking brand adapting to where people actually browse—on their phones.
What do you solve? You eliminate friction between searchers and your content by delivering optimized mobile experiences.
How do you do it? By aligning your site structure, content strategy, and technical SEO with Google’s mobile-first indexing standards.
Why do they care? Because search users expect fast, accessible, relevant information—whether they’re commuting, shopping, or searching from their couch.

Fictional Ideas

Imagine a wedding photographer in Miami. Her site had beautiful desktop galleries but a sluggish mobile experience. She updates to a responsive theme, compresses images, and ensures her booking forms work on every screen size. She also adds structured data for events and reviews. As mobile-first indexing kicks in, her visibility in local search improves—and so do inquiries from brides who found her via mobile.

References

Google Search Central. (2018). Rolling out mobile-first indexing.

Google’s Rich Results Reporting Brings Clarity to Structured Data Strategy

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SEO professionals get a clearer look at how their structured content performs as Google rolls out its new Rich Results Reporting in Search Console. The update provides early insight into how enhanced listings—such as recipes, events, and products—are displayed in search and how often they trigger impressions.

This marks a turning point for marketers relying on schema markup. Rather than guessing if their code is working, site owners can now see which pages generate rich results, diagnose errors, and make real-time improvements.

Strategic Insight

What’s your story? A brand optimizing for visibility and relevance in Google Search.
What do you solve? The mystery of how structured data affects performance.
How do you do it? By using the new Search Console features to validate markup, monitor impressions, and enhance listings.
Why do they care? Because better visibility in SERPs translates to more traffic and qualified leads.

Fictional Ideas

An event planner adds structured data for all upcoming public events. Using the new Search Console report, they find one schema error blocking impressions. After correcting it, they see their events showing up as Google cards, driving more RSVPs and better attendance.

References

Google Search Central. (2017). ‘Rich Results in Search Console’. https://developers.google.com/search
Search Engine Journal. (2017). ‘Google Introduces New Rich Results Report in Search Console’. https://searchenginejournal.com
Moz. (2017). ‘Schema Markup and Rich Snippets: How to Maximize SERP Appearance’. https://moz.com

Owning the Map: Why Local Search Strategy Is Now Your Best Digital Investment

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The Local 3-Pack Is the New Front Page

Mobile search is reshaping how consumers find local businesses. Google’s Local 3-Pack—those top three map listings that appear when someone searches nearby—is now the prime real estate for local visibility. In early June, updates to mobile search and Maps show Google is continuing to favor map-based, location-relevant results above traditional organic listings.

For small businesses, this changes everything. If you’re not showing up in the 3-Pack, you may not be seen at all. With mobile search dominating, visibility now depends on local reviews, proximity, and how well you’ve optimized your online presence.

The Rush to Geo-Domains

This shift is creating a new digital gold rush: businesses are snapping up domain names with local modifiers—’dentistnewport.com’, ‘plumberbrooklyn.net’, and so on. The idea is simple: appear relevant to both users and algorithms by owning a domain that matches the search.

But domain names alone aren’t enough. Google uses dozens of signals to build local rankings, from the consistency of your NAP (Name, Address, Phone) to reviews and citations across local business directories.

Google Maps Is the New Homepage

A user searching for a coffee shop might never even see your website. If your Google Business profile is optimized—with good photos, updated hours, and recent reviews—you’ve already made a great first impression.

Maps is now where decisions happen. It’s where people read your reviews, call your number, or get directions. Think of your Maps profile as your homepage—and treat it with the same strategic care.

Strategic Insight: Think Local, Act Found

• What’s your story? You’re a trusted solution for your local community.
• What do you solve? You help people make fast, informed decisions in the moment they’re ready to act.
• How do you do it? By optimizing local listings, encouraging real reviews, and showing up when it counts—on mobile, on Maps, and on the move.
• Why do they care? Because when urgency meets location, convenience wins—and you want to be the business that shows up first.

Fictional Ideas

A local HVAC company realizes they’re missing out on summer calls. They invest in geo-targeted landing pages and optimize their Google Business listing. They start encouraging happy customers to leave reviews and use tools like Moz Local and BrightLocal to clean up NAP inconsistencies.

They also claim a set of geo-domains for nearby towns and forward them to service-specific landing pages. By the end of the month, they’re appearing in the top 3-Pack across five zip codes. Leads spike—not from ads, but from being present in the place customers are searching most.

References

Google. (2016, June). ‘Improving Local Search for Mobile Users.’ https://blog.google/products/maps/local-search-updates/
Search Engine Land. (2016, June 7). ‘Google’s Local 3-Pack Updates and What Businesses Should Know.’ https://searchengineland.com/googles-local-3-pack-updates-249527
Moz. (2016). ‘How to Optimize Your Google My Business Listing.’ https://moz.com/blog/optimize-google-my-business-listing
BrightLocal. (2016). ‘The Importance of NAP Consistency in Local SEO.’ https://www.brightlocal.com/learn/local-seo/nap-consistency/
Search Engine Journal. (2016, June). ‘Geo-Targeted Domain Names: Do They Still Work?’ https://www.searchenginejournal.com/geo-targeted-domains-seo/155778/

Writing Smart – How To Write For The Robots In A Post-Panda And Penguin World

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Back in the day when everyone was keyword stuffing we talked about writing for Google, and how many people would opt to do that over writing for their actual traffic. Thanks to the big changes brought about by Google Panda and Penguin. However, this is something that rarely happens any more, the general consensus being that the best way to please Google is now ironically to actually write for the people.
In other words then not much has changed other than Google’s accuracy and sensitivity. That was always the plan over at Google HQ, but a predictable algorithm that relied on keywords meant that many people started abusing the system.
So sure writing for people is definitely the best way to please Google, the best business sense, and the best way to future proof your marketing. But at the same time it’s also worth noting that for the foreseeable future at least, Google is always going to have to use some kind of algorithm to identify the content of a site and to find new pages to crawl, which means it doesn’t hurt to think about the way Google will view your content.
So how can you write smart and help make your content Google-friendly and good value for your readers?
Synonyms
One thing to bear in mind is that precise keywords are pretty much useless these days. Partly this is to do with the simple fact that Google is coming down hard on sites that stuff keywords into their content (meaning you risk being penalised) but it’s also due to the new semantic search that means Google will second guess what users are looking for anyway. So if someone searches for ‘types of chair’ (I do not know why that was the example that came to mind…) then there’s a good chance that Google will bring up results for ‘kinds of furniture’ anyway.
So if you want to increase your chances of your search coming up, then you should attempt to include some synonyms and some slightly different versions of the same phrases in order to communicate to Google what your site is about with using the same exact line over and over. In this way, Google is almost celebrating a good vocabulary…
Length
The word on the street is that Google prefers longer articles, and reading around various SEO blogs research seems to support this. Partly this is because longer articles tend to mean greater depth/more research and of course more content for them to crawl. On the other hand though, most people find that if an article is too long then it can be a little daunting and off putting for readers. A good compromise then might be a long page, but with lots of headers and sections that readers can dip in and out of or skim over.
Style
While Google won’t be able to analyse style too much, I wouldn’t be surprised if it was biased against poor spelling and grammar so good writing should obviously be a priority. At the same time they also like opinion and reflection, which means a first person style (like this one) with lots of ‘Is’ and ‘we’s’ peppered in for good measure could be another way to get in their good books.

Attached Images:

Today’s guest post was submitted by Todd Ramos, Founder of PenTech Consulting. He is a part of one of the topmost SEO companies in CT. You can read more about PenTech Consulting and the work they do from their website or follow them on twitter @pentechconsult.

SEO and Social Guide for Travel Niche

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The travel niche is a fast-growing one where the web is concerned, presenting a slew of opportunities to talented writers given the wide range of people interested in learning more about the places they plan to visit.
Like any unique niche, being a travel blogger requires that you stay up on the latest in SEO, social media and other marketing tactics, helping you to rank among the best of your peers when it comes to attention from both search engines and potential subscribers.
Take your travel blogging game to the next level with this SEO and social guide for the travel niche:

The Devil is in the Details

seo-and-social-guide-for-travel-niche-01
Before you can get down to the business of writing compelling, engaging content on the world’s wonders, you’ll need to set yourself up with the best platform to support your words. This will include focusing on a few key points:

  • Choosing a domain name. Any travel blogger worth their salt should register a top-level domain name for their website, giving it an air of professionalism along with a memorable address to get visitors to their home on the web. Try to find a good compromise between a name that clearly lets potential visitors know that travel is what you’re about, and a name that is catchy enough to find its way into their memory banks.
  • Choosing a host. Trusting your publishing efforts to someone else is as big a deal as it sounds, and this means that you should choose a host that you have reason to trust and depend on. Luckily, this trail has been blazed by millions of bloggers before you, so the web is rife with reviews on every hosting service imaginable, corporate giants and small-scale businesses alike. Take the time also to identify and cover your needs, ensuring that your host is offering the features that you require at a palatable price.
  • Choosing a publishing platform. Truth be told, this section can more or less be summed up with a recommendation of WordPress, the world’s favorite publishing platform. It’s free, trusted by hundreds of millions of people and offers every feature imaginable that a blogger could require, offset by millions of plugins that allow for even more functionality.

Determine Your Keyword Focus

Given the stiff competition that you’re up against in such a busy niche, you’ll need to pick and choose the keywords that you want to target very carefully, helping you to land the visitors best suited to the content that you’re offering. This doesn’t require scientific precision, but you will need to take the time to identify keywords and terms that people are actively looking for, using that knowledge to tailor your content to serve those needs.
The simplest way to do this is by using Google’s AdWords Keyword Tool, a handy search function for webmasters to narrow down the most popular terms being searched for among the more than three billion that take place on Google each month. This will allow you to identify some of the more narrow travel niches that are underserved, helping you to focus your content on the minute, but ever-so-important aspects of travel blogging that your readers will thank – and reward – you for.
The second aspect to keyword research is staying on top of things. While Europe may have been all the rage in 2012, it could be that current events sway the average traveler to interest in visiting Asia in 2013; when your visitor’s needs change, so should your content creation endeavors. In order to make sure that your travel focus is always cutting edge, set a weekly schedule of taking 30 minutes to use the AdWords Keyword Tool so that you can keep up with the changing tastes and areas of interest of your readers.

Great Content = Great SEO

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Even while you’re investigating and implementing the many particulars involved in properly optimizing your website for Google and friends, it is important to keep in mind that the most important aspect of SEO is good, quality content. This will encourage readers to share your content via social media, talk about it in online discussion forums and link back to it from their own websites, all crucial aspects of getting search engines to notice and reward your efforts.
Use the keywords you found by using the tips above to choose your focus and, for the sake of helping Google and friends to properly rank your blog, include those keywords in your content, but never lose sight of the fact that enjoyable, engaging and fun-to-read content is the best SEO of all.

Be the Epitome of Linkbait

One of the keys to good ranking and visibility on the web is backlinks – that is, obtaining a link to your website from another location on the internet. While there are a myriad of ways of obtaining backlinks, the best way is to encourage others to do the work for you.
“Linkbait” is often used as a negative term to refer to deliberately misleading article titles, but it also describes the ability of a writer to entice readers to get excited about their content by publishing words that generate passion. As a travel blogger, you can achieve this by provoking commentary with in-depth locale reviews, recommending destinations that are typically off of the charts of most travelers, or focusing articles on specific, exciting aspects of a given potential holiday; the possibilities are endless.

Let’s Get Social

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Once you’ve got a site structure in place that houses a good amount of quality content, it’s time for you to get the word out about who you are and what you have to offer, and social media platforms like Twitter, Facebook and others offer you a fast, free and user-friendly way to do this. The ever-evolving social landscape will keep you on your toes with the new opportunities it presents over time, but here are a few key ways to take advantage of social media:
1. Gather Your Readers on Facebook
With more than one billion users, Facebook is the world’s biggest meeting place, virtual or otherwise. This means that almost all of your readers are probably already active there, making it a simple thing for you to encourage them to talk about your travel blog’s content in a natural, viral way.
The easiest way to achieve this is with a Facebook fan page, providing a platform-within-a-platform for people to seek out your content and share it with friends; given the general popularity that the travel niche enjoys, you’re certain to find new potential subscribers every single time someone publicly “likes” your links on Facebook.
Be sure to be personally active on your page, engaging readers and initiating conversation and debate that will help to draw attention to what you have to say!
2. Be a Travel Tweeter
Twitter has emerged as a strong number two to Facebook, providing you with a unique way to alert interested readers about your new posts. While you’re unlikely to find yourself in deep debate about a visitor’s favorite holiday destination here, the mere volume of Twitter’s user base will help you to get noticed, quickly and easily.
3. Pinterest for Travel Beauty
A relative newcomer to the social media world, Pinterest has quickly become one of the most talked about platforms on the web. With its unique focus on the sharing of photographs, it’s a particularly useful place for travel bloggers, allowing you to link your written content with the sheer beauty of the world’s endless list of travel destinations, making it much easier to entice visitors to your Pinterest board to continue on to your blog in order to learn more about what they’ve seen.

Conclusion

Everyone loves to travel, whether in reality or only in their mind’s eye, giving you a great head-start before you’ve even come out of the blogging gate! With an eye for detail, a solid plan for success and a good effort to produce enjoyable, reader-worthy content, you’ll find your blog a trusted source for travel news and opinions before you know it!
Jessy Troy is the social media consultant and enthusiast who love the freedom of working while traveling. Her favorite destination is Paris.
Image Credits: 1, 2, 3.

A Look at Google+ [INTERNSHIP]

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At first Google+ was launched as an individual only field test. Google soon after received an outstanding demand for new accounts and then opened it up to people over the age of eighteen. A few months later Google plus was opened for the younger age group. It’s obvious to see that Google plus received a better outcome then they expected. What make’s Google+ so different is because it’s not a social network. However, online communities can emerge from Google+ making it a wonderful side effect that no one’s complaining about.
Google+ is more than an ordinary destination site. Google+ goal is to make sharing on the web like sharing in real life. In order to make this possible, they provided their users with efficient tools that are easy to use. Some of their features include circles, hangouts, messenger, and search in Google+. Their unique timeline is called a “stream” which displays three columns with content from the people in their circles and an input box.
Circles are a way of Google+ organizing their users’ pages into groups for sharing. Circles can be labeled as friends, family, co-workers, acquaintances, etc. This just makes it really easy for you to share certain content with certain people. You can filter your stream to show content from your specific circles. Hangouts are a place where video chats can take place with up to 10 people. This can come in handy when a business wants to have a group chat within a short notice and make it sufficiently.
The messenger feature is cool because it allows communication within Google+ circles. The messages are instant which is always convenient, especially when businesses are talking to clients via messenger. Search in Google+ allows users to search any content within Google+. This feature makes it easy for a user to find exactly what they are looking for. The search results will contain relevant posts and people, and popular content from the web. Depending on the keywords you chose to describe your business will help people get a better understanding of what you do.
Google+ makes it possible to make sociable accounts. In Google Analytics it offers social reports that show how Google+ influences your business, recommendations on your site, and what visitor from social networking sites come to see your site. Google+ also has another feature called Ripples which allows you to visualize who is sharing your content.
There are over 250 million Google+ users, which was recently unofficially proposed to now be closer to 400 million. On this social website, it’s impossible not to establish new connections. Networking can’t be done any easier with Google+. The site is continuing to grow and add on new features to help benefit individuals and businesses.
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The content in this article is part of Digital Ethos’s Digital Media Education in the Higher Education Internship Program, the content was created by @KaylaMarzo, a Student at Suffolk County Community college, intern at Digital Ethos.