Advanced Search Lessons Learnt at #SMX London
In this post, you will find just a few of the lessons captured from the sessions today. If you want to get more, be sure to sign up for the eBook which are publishing early next week. The content within the eBook will be very much geared towards you. You will be able to keep the eBook and use it a reference over the coming months. It will be packed full of the lessons that the State of Digital team have taken from the talks from the industry experts across the two days.
Lessons in Link Building
Link building is done has changed completely. There are two types of link building activities: acquiring and earning. Be aware that if you are acquiring links there is a high risk attached. Acquired links may not work, be part of spam link networks and break guidelines. Earned links carry low risk and aid natural link profile. Some businesses, particularly in less glamorous niches, have reasons to acquire links. Getting a link from authoritative industry websites is very difficult or almost impossible without paying or at least incentivising these websites.
Outreach is the best tactic of getting in touch with influencers. But contacting them with the right message is key. Use a compelling fact in the subject, keep messages short under 150 words and pitch exclusives personalized content. Creating templates for each persona and personalising them will save time spent on outreach.
Lessons in Microdata and Schema
Before you start the implementation of schema.org identify all entities which are relevant to your content. Invest time into researching all properties of each entity and maximize the number of attributes you can wrap into schema mark-up. Avoid marking a mistake and including just the bare minimum of attributes.
Some rich snippets such as Job Postings, Products, Events and Music are often forgotten or overlooked. Very few job listings and career sites use the Job Posting rich snippet. Tip: Markup the currency symbol in addition to the actual salary amount; the small detail which prevents this rich snippet from showing.
Lessons in Mobile SEO
There are 5 common channels for mobile users to reach your business online: search native apps in browser, direct form browser, referral, mobile app store and direct form device. Casual customers often come to the mobile site, relationship-ready customers will more often come to the native app which is better placed for nurturing relationships and engagement.
One of the first rules of mobile SEO is to signal the mobile page to desktop page relationship. Mobile first is a great way of approaching development of a websites, but mobile first should not be mobile only. Desktop websites are very important and should be hindered by the desire to delivery good mobile experience.
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