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Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email

The Top Three Reasons Sales and Marketing Alignment Is Off [Infographic] Communication, broken processes and disconnected metrics are the top three reasons that sales and marketing alignment is off. Is it an issue of focus, priorities, or something else? MarketingProfs

Instagram Gives Brands New Way to Sell In ‘Collection’ Ads Instagram launched “collection” ads, which allow users to shop and purchase directly through the Instagram platform. AdAge Google Announces Amp For Email – Delivering Accelerated Mobile Pages Experiences To Your Inbox The new spec is available today through the Gmail Developer Preview, with support in Gmail slated for later this year. MarketingLand Instagram Tests Its Version Of The Retweet But Thru Stories Instagram has begun testing a new feature that would allow users to share public posts from other profiles to their own followers through the Stories feature. MarketingLand Nielsen Creates New Metric to Measure the Effectiveness of Product Integrations Nielsen is launching a new metric that may help marketers and publishers standardize brand mentions across platforms, like TV, short-form video and subscription-video-on-demand services. AdWeek Google Launches New Look For ‘People Also Search For’ Search Refinements Go to a search result, click on a listing, and then click back to the search results page on Google to trigger this on Google desktop search. Search Engine Land Breaking Up With Facebook: Users Confess They’re Spending Less Time Mark Zuckerberg says recent changes have reduced the amount of time users spend on Facebook by 50 million hours each day, but those changes aren’t the only reasons, according to users. USA Today How Facebook Is Changing the Way It Reports Organic Reach for Page Posts A redesign of Page Insights began rolling out this week for iOS and Android, along with a more accurate way for page admins to determine the effectiveness of their organic posts. AdWeek New Research: Account-Based Marketing Trends: Top Channels, Priorities, and Challenges New research indicates that the top challenges and priorities for account based marketing are the same – aligning sales and marketing, attributing marketing efforts to revenue and scoring and targeting ideal accounts. MarketingProfs Snapchat Is Opening Up Its Marketing Platform to All Ad-Tech Players and Agencies Snapchat is opening up their API to allow companies more access to their ad buying platform, and potentially more data. AdWeek Google Sets Deadline for HTTPS and Warns Publishers to Upgrade Soon If you haven’t made the switch on your site from http to https, it’s time to get started. Google has set a deadline of July 2018, after which Chrome will begin warning users explicitly if a site is insecure. Search Engine Journal Statistics on Personalized Content On the Lighter Side: Google Launches 2018 Winter Olympics Features Across Search ResultsSearch Engine Journal McDonald’s Absurdly Lavish ‘Bling Mac’ Ring Could Be Yours, If You Love It EnoughAdWeek Over 150 New Emojis to Be Released on iPhone and Android This YearIndependent TopRank Marketing (And Clients) In the News: Rachel Miller & Lee Odden – Top 100 Social Media and Marketing Influencers – Digital Scouting Lee Odden –  37 Digital Marketing Conference Speakers Who Will Inspire Your Marketing Programs – Outbrain Lee Odden – Who Were The Top CMO Influencers Of 2017?  – Forbes Lee Odden – 16 Digital Rockstars you Need to Follow – neilmchugh We’ll be back next week with more digital marketing news! In the meantime, quench your digital marketing thirst by checking out TopRank Marketing on YouTube and Twitter!

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Do outbound links matter for SEO?

In our plugin, we have a check for outbound links. Is there an outbound link on your post or page? And in case there isn’t one, please add an outbound link to your content! Why do we insist on adding a link like that? Isn’t it true that you should get links to your website, and to your website only? Well… Not per se.

What are outbound links?

There are a gazillion types of links. The most common one are these, I think:

  • Internal links from one page on your website to another page on your website. They can help optimize your site for search engines, we have an internal links tool for that. And with our site structure course you can learn how to do your internal linking well.
  • And then, there are two types of external links:
    • Links from other websites to yours. We call these inbound links or backlinks.
    • Links from your website to another website. Outbound links, indeed.

Outbound links in Yoast SEO

In the meta box below your Edit post screen, you’ll find the section called “Improvements”. If not, please update our plugin as you’re using a very old version. “Very old” is pretty relative in terms of internet years, right? In that section “Improvements”, there’s this one check that says:

outbound links in Yoast SEO

Consider adding some as appropriate. We really feel that every page should have an outbound link. We’re not throwing a red bullet here. We’re not forcing you to add that one to your post. But we would really like you to.

Why we want you to add outbound links to your post

You must wonder by now why we want you to add that link anyway. Our mission is SEO for Everyone. We strongly believe in equal chances for everyone on a connected web. By asking you to add that outbound link, we ask you to connect your website to the next website. And that website to the next website. By doing so, we create a web that expands and expands, from one related website to another. We help Google to connect the dots. We help Bing to get insights on what sites or better what pages relate to each other.

By connecting the web, and structuring the web with your help, we help search engines find interesting websites. We help interesting websites rank in Google. With your help. SEO for Everyone.

So.. do outbound links matter for SEO?

Outbound links most definitely matter for SEO. Not per se for your SEO, but for SEO in the most generic way there is. Your outbound link helps your neighbor, your supplier, your customer and of course, your visitor. So we strongly believe there is a good reason we have a check for them in our Yoast SEO plugin!

Read more: ‘Link building from a holistic SEO perspective’ »

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Do outbound links matter for SEO? posted first on https://yoast.com/seo-blog/

New release: Yoast SEO for TYPO3 2.0

It’s with great pleasure that we announce the release of Yoast SEO for TYPO3 2.0. This brand new version includes functional and technical changes, making the extension easier to use and more complete! It’s now available on the TYPO3 Extension Repository, on Packagist and Github. The new version has been a team effort, and many people from the TYPO3 community contributed. Read on to learn what’s new in this release.

Yoast SEO and TYPO3

First a bit a background on Yoast SEO and TYPO3. TYPO3 is a popular Open Source CMS with users around the globe. Yoast and MaxServ have worked hard to bring Yoast SEO’s content analysis to this CMS. Those who work with Yoast SEO for WordPress are already familiar with this functionality. It helps you optimize your text for a keyword you’d like to rank for, a so-called focus keyword. You can also check what your page will look like in the SERPs, using the snippet preview. On top of that, it helps you write easy-to-read copy, giving tips and pointers as you’re writing. Basically, it helps you optimize your content for the search engines on all levels!

Almost a year ago, Yoast and MaxServ released the first version of Yoast SEO for TYPO3 at TYPO3 Camp Venlo. A milestone, preceded by an intense period of developing and testing. Since then, TYPO3 users have had the option to use Yoast SEO to optimize their website, and we’ve seen the number of users steadily increase. Now, it’s time to take Yoast SEO for TYPO3 to the next level!

What’s new in version 2.0?

Both the technical and the visual aspects of the extension have had quite an overhaul. Let’s start with the most important change. From now on, it’ll be possible to use Yoast SEO alongside extensions that aren’t based on pages, News, for example. Out of the box, there’s support for the News extension so that you can get started with that right away. As for other extensions you might want to use: in the documentation, you’ll find examples of how to integrate them.

But there’s more: besides the option to use Yoast SEO for TYPO3 2.0 with other extensions, you’ll also find improvements to the functionality in the new version. When working on a page, you can now open and collapse the snippet preview, while the page score remains visible. Furthermore, the snippet preview now allows you to see both the desktop and mobile version. These are just two examples of many small improvements and fixes in 2.0; you can read the full release changelog on Github.

Get the new version!

If you’re eager to try this new version, there are two options. If you haven’t installed the Yoast SEO extension yet, you can do that from the TYPO3 Extension Repository (TER) or using composer. The extension won’t need any further configuration!

If you’re already running an earlier version of this extension, no problem! You’ll only need to make a few small changes in the user rights, so all users will have access to the proper input fields; you’ll find more information on that in the manual.

Since SEO is such an important part of maintaining a website, we advise you to test if everything is working right. As this is an open source project, you can suggest enhancements and bug fixes at the project’s GitHub page. Your feedback is always appreciated! Happy updating!

A big thanks to the contributors!

Both Yoast and MaxServ are businesses working with an open source model, and greatly value contributions from the community. Besides our own teams, we’d like to thank the following people for their contributions to Yoast SEO for TYPO3 2.0: Bernhard Berger, Christoph Buchli, Eric Chavaillaz, Riccardo De Contardi, Totto Goldländer, Aleksi Kaistinen, Hendrik Putzek, Simon Schmidt, Preben Rather Sørensen, Kay Strobach, Stefan Varvoreanu, Timo Webler, Nikolaj Wojtkowiak-Pfänder, Cyril Wolfangel, Tobias Wollender and Giulio Zulian.

Perhaps you’d like to contribute to the extension? We’d love your help! Contact us for more information by email or on Slack.

Read more: ‘Yoast SEO for TYPO3 1.3’ »

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New release: Yoast SEO for TYPO3 2.0 posted first on https://yoast.com/seo-blog/

5 Productivity Hacks to Bring Content Creation From Failing to Flying High

Hot Air Balloons

Hot Air Balloons Let’s just get this out of the way: I don’t know anything about hacking. I’ve never hacked anything in my life, unless you’re describing my golf swing, or you count using a Game Genie to cheat at Sega Genesis back in the early ‘90s. In general, I find terms like “life hacks” and “growth hacking” to be… well, hackneyed. But you know what? Blog titles that include “hacks” — or other strong and compelling descriptors such as “surprising” or “critical” — have a greater tendency to gain viral traction. Sometimes a simple data point like that can be the springboard you need to uncover inspiration. Which brings us to the purpose of today’s post. Here at TopRank Marketing, we have an insanely talented Content Team. Legitimately some of the best writers and strategic thinkers I’ve ever had the pleasure of working alongside. But even these awesome pros are not immune to the occasional creative rut or swoon in productivity. It comes with the territory. Recently the team came together to discuss some of our personal methods for overcoming content creation slumps and getting back on track when we’re dragging. I figured I would share some of the most salient pointers to come out of that meeting here, so other marketers can benefit and maybe adopt a few of them during their own periods of stagnation. Hacks, insider tips, pearls of eternal wisdom — whatever attention-grabbing name you’d like to apply, I just hope you find these practical tips helpful in enhancing your productivity and elevating your content marketing success. (And feel free to comment with your own if you have tricks that work for you.)

#1 – Embrace the 5-Second Rule

The 5-Second Rule Book CoverLast year, Mel Robbins published a book called “The 5 Second Rule: Transform your Life, Work, and Confidence with Everyday Courage.” The premise behind this guide to conquering self-doubt and procrastination is rooted in psychology. Basically, the crux is that because our brains are wired to avoid risk, we are innately predisposed to abandon many ideas and plans almost as quickly as they arrive. Robbins challenges us to overcome this inclination by forcing ourselves to take some sort of action to move an idea forward within five seconds of the thought crossing our consciousness. It can be small and it doesn’t always have to lead anywhere. But it’s all about getting past your initial misgivings and, in some way, turning an idea from concept into reality. So, next time the notion of a blog angle passes through your head, take the step to jot down a note, or even a loose outline. When you’re struck with the spark for a content campaign, but not quite sure about it, discuss it with a colleague or at least record a quick voice memo on your phone. Basically, stop saying “later” and start saying “now.” By following this approach, you’ll find yourself with a whole lot more to work with, and it might just be that a passing fancy you’d have otherwise pushed out of mind turns into something great. [bctt tweet=”Stop saying “later” and start saying “now” when an idea crosses your mind. – @NickNelsonMN #ContentCreation #ContentMarketing” username=”toprank”]

#2 – Start with Your Conclusion

A classic writing tip from fledgling novelists is to draft the ending of a story first, and then work your way up to it. This same advice can be aptly applied to any content writer who is struggling to get a piece off the ground. When I’m sitting down to write something new, I frequently find that getting started is the toughest part. You need a strong, compelling introduction, and in many cases can’t proceed until you’ve got one worked out. Another issue can be that once you’ve surpassed that initial hurdle, you start wandering and get sidetracked from the main points you’re trying to make. Writing your conclusion before anything else can remedy both of these issues. Since it’s always smart to have the beginning and ending of a post tie together, you might find the pathway to your intro by taking this approach. And as you progress through the drafting process, you’ll always know exactly what the end destination is.

#3 – Keep a List of Recent, Authoritative Statistics

Sometimes, statistics can provide the backing we need to substantiate a point. But finding the right one isn’t always a quick or easy task. Getting bogged down in research is often one of the primary culprits in waning productivity. If you have a team of writers on hand — particularly ones who cover similar topics or niches — it can be helpful to create a central doc with up-to-date stats from trusted sources, such as respected media publications or verified research organizations. Trim off older items as they lose relevance, and continually add in new ones. You’ll want to be careful to avoid the trap where everyone on your staff starts using the same numbers and sources over and over again, but in general I find this practice to be a strong productivity-booster and time-saver.

#4 – Dig Into Data

Stats are not only able to contextualize and reinforce a case we’re trying to make, but they can also illuminate a case worth making in the first place, or provide direction on how to proceed. For example, the insight I mentioned earlier about “hacks” being a clickable blog post title made me wonder: “What ‘hacks’ do I actually know? What kinds of hidden pointers could I surface that might actually be useful to our audience of smart marketers?” Revelations can be found in insights about particular types of content that resonate within your industry (articles and studies about trends are good sources), or a conclusion drawn from your own Google Analytics (“Wow, look at how well posts about Topic X have performed!”). Data points are stories waiting to be told, and they are almost infinitely abundant in every industry and vertical. [bctt tweet=”Data points are stories waiting to be told. Dig into them to find inspiration & overcome #ContentCreation slumps. – @NickNelsonMN” username=”toprank”]

#5 – Reckon with Writer’s Block

It can be tough to get unstuck when you hit a wall in content creation. There’ve been countless instances where I’ve spent more time than I’d like to admit wordsmithing one particular sentence, or figuring the best way to transition from one idea to the next. In these cases, it never hurts to move on to something else for a while and then circle back later. You can leave yourself a placeholder, as simple as [XXXXX] or more referential like [something about hacking and Game Genie]. This enables you to accomplish other stuff and return with a fresh mind. Painful as it may be, you should even consider simply getting something down on the page in these moments, even if you don’t think it’s good. A 2012 article in Psychology Today on the subject of overcoming writer’s block argued that this can be necessary to achieve that frequently elusive “flow.” “Here’s the truth about writing (or any other form of self-expression): If you can’t accept the bad, you can’t get to the good,” wrote Barry Michels. “It’s as if the flow is pure, clean water trapped behind dirty, disgusting sewage. If you can’t welcome the sewage and let it flow through you, you’ll never be able to get to the pure stuff.” Such a lovely metaphor, isn’t it?

Put Your Content in Flight

Ready to see how high your content can fly? Try incorporating these tips into your routine and see if they can help give your productivity a lift:

  • Challenge yourself to take action on every content creation idea as soon as it strikes you.
  • Try breaking your routine by writing the conclusion to your next post before anything else, and see if it helps make your process more efficient.
  • Create a centralized doc with your most-used sources of stats and insights, then share it with your team and encourage them to add.
  • Analyze data trends from your own past content as well as the industry at large to identify hot topics for your audience.
  • Alter your writing approach to overcome writer’s block.

Otherwise, if you’re interested in learning more about how we do content marketing at TopRank Marketing, check out our services page or reach out and give us a shout. We’re all about driving growth, without any hacking required.

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