SMX East

During the first week of October 2014, your team at visited the Big Apple to attend the Search Marketing Expo – East 2014 conference. We attend the Search Marketing Expo, annually, to brush up on our search marketing skills. We attend to discover changes in the marketing landscape and to learn best practices. We apply this knowledge to enhance our products and services on behalf of our current and future customers.

Each year, a wide range of topics are covered. This year’s topics include the latest Google Search algorithm updates, how to find hidden potential keywords, new Twitter and Facebook technologies, schema and rich snippets, Google+ Places, site auditing, and much more.

Here are some of our key takeaways from the conference:

  • SEO is not a project, it’s an ongoing exercise.
  • Become a trusted expert.
  • Social is discovery; Search is validation.
  • Google’s true market share is 86%, based on aggregated analytical results gathered by many SEO leaders.
  • Make sure you know who your online competition is (those that compete with you on the search engine result pages (SERPs)).
  • SEO today is no longer tactical, but strategic.
  • You can’t trick Google into ranking you just because your keyword is in a heading and title. You need content to support it.
  • Just because Google no longer displays author information in the SERPs doesn’t necessarily mean that the authorship tag is dead.
  • New ad formats, extensions, sophisticated remarketing and retargeting, and enhanced automation tools.
  • On-page optimization still matters.
  • The traffic from your users on their mobile devices is ever-increasing.
  • SEO accounts for 20% of leads in a business’ first year.
  • Keywords are ambiguous (e.g.: subway – the NYC transportation or the sandwich maker?).
  • Utilize the resources you have to make your content.

Overall it was a great conference, and we certainly plan to attend in 2015 and beyond.

In part one of SEO Basics, we went over three points: Title Tags, Meta Descriptions, and Heading Tags. In today’s blog, “SEO Basics for your Website: Part Two”, we will cover three more major points that play an important role for On Page SEO. They are: Content, Canonicalization of Duplicate Content, and URL Structure.

Today, Content is King. The search engines are giving priority to websites that have fresh and interesting content. Since Google’s Panda Algorithm, you can no longer get away with thin content. You need unique and informative content. You also need to prioritize your content and spend more of your time on it. Your website needs to offer interesting content to your visitors. A feature that can greatly improve your website’s On Page SEO is to create a Blog where you can write about subjects that attract your prospective customers. You can start by using Google’s Keyword Planner to get keywords related to your industry and for relevant blog ideas. Another tip is to use a plugin for optimizing your blog’s On Page SEO. You can use the WordPress SEO by Yoast plugin to support your written content.

URL Structure is extremely important for helping Search Engines understand where pages on your website are located. Let’s say your website uses query strings for page URLs. It is better to have a friendly search engine URL such as: instead of having something like: Pay special attention to this since it’s a priority. Also, use hyphens rather than underscores and don’t have empty or useless pages or directories sitting in your URL. You should use 301 redirects if you have moved your site to a new URL. If you don’t do that, your users can be faced with 404 “Page Not Found” errors!

Duplicate Content is bad for search engine marketing because the duplicate content can confuse the search engines. Some platforms like Magento and WordPress allow pages to be found through several live URLs. It is important for you to set Canonical References correctly to show the search engines the preferred URL. To do this, you need to add a meta tag to the source of your website. For example, on the page “”, you should have the following tag to show the search engines the preferred URL: <link rel=”canonical” href=”” />. Now the web crawlers (spiders) that see this will know that “” is the same as “” and will show it that way in the results.

Hopefully this blog will help you to better understand the Basics of SEO. After implementing these tips, be sure to request a free analysis to receive a report that will help you to determine if you have implemented these tips correctly.

“The success of a page should be measured by one criteria: Does the visitor do what you want them to do?”

– Aaron Wall –