There is so much talk in the SEO community about videos being one of the highest converting and most memorable forms of media content, but the easiest videos to find are usually blurry screenshots of a computer with an amateur giving his uncited opinion for free.
Those are not trustworthy sources to learn more about the industry, nor do they really inspire confidence.
However, the Enable team loves finding easy ways to de-mystify the world of online optimization. Together, we’ll look at 5 videos from SEO experts that tackle:
- how to be aware of situations to build quality backlinks
- the kinds of content that build your SEO
- ways to increase sitespeed
- advice from Google about duplicate content
- the difference between an SEO ranked page vs a Conversion-focused page, and why you need both.
Here are five stellar videos, average 4.5 minutes each, that break down the concept of advanced SEO.
Advanced SEO Strategy That Gets Results, Brian Dean
Brian Dean is a legend. And for good reason! The founder of Backlinko.com, an international entrepreneur and internet marketer, Brian provides constant content, and more importantly, constant actionable content, as he says, for other entrepreneurs and marketing professionals.
In this video about link-building, Brian explains his method for getting new inbound links called “the moving man.” A few years before the video, Brian learned that BlueGlass.com, a big player in the SEO field, had gone out of business.
Because BlueGlass was such a great resource with a variety of content, Brian used a tool to find what other websites were linking to BlueGlass, and then reached out to those other sites to tell them that BlueGlass was no longer active, and included a link to content on his site answering the same questions.
Brian gives the following advice to his fellow marketers: find a business in your industry that has shut down, changed names, moved URLs, or is no longer updated, and find out who is linking to them and their content.
Once you find those links that are broken or out of date or simply inactive, Brian even provides a template for the email you use to send them your resource instead.
The Ten Types of Content That Work Best for SEO
As you probably know, Moz is a stellar authority in the inbound marketing and marketing analytics industry. Founded in 2004, they have grown to over 100 employees and to be well respected in a competitive industry. They have developed SEO, social, and content analytics tools, and are showing no signs of slowing.
Their founder, Rand Fishkin, is known for his “Whiteboard Friday’s,” weekly videos in which he details some particular facet of SEO strategy, and illustrates his points on a whiteboard. Unrelenting, non-stop quality from these videos.
In this video, Rand expands on a topic that is thrown around frequently – content. Which is the best type of content? For what audience? How many different types of media should a website have?
From blog posts, to visualized data, to multi-page guides and video, Rand talks about the benefits and drawbacks of each one and explains how to avoid both devoting too much time to one and spreading yourself too thin across all of them.
3. Site Loading Speed
How To Increase Your Page Load Speed
Site loading speed is important for two reasons. Firstly, a delay as short as one second on your website can increase your page abandonment by almost 8%. There isn’t a business on the internet today that can afford to lose 8% of its traffic simply because of a simple time lapse. Bashar Leone, of Nova Solutions, gives a few tips on how to increase the loading speed of your webpage.
In responsive design, or web design which changes the content shown and adjusts it according to the screen size of the device being used, it is important to block images, videos, and other files from appearing on mobile devices if they won’t fit on the screen.
Your web page can greatly increase its loading speed by changing just a few things.
4. Duplicate Content
How does Google handle duplicate content?
Nothing beats hearing from Google itself when it comes to search rankings. Matt Cutts, a former Google employee, while still working for the tech giant would field questions from webmasters in the industry and then film a video response. In this video he answers the question “How does Google handle duplicate content?”
Matt starts off with an interesting statistic. Roughly 30% of the content on the web is already duplicate content – whether those are reposted blogs, a quote with a link, or some other content. So clearly, Google does not have a problem with duplicate content as such. Lesson #1: Not all duplicate content is spam.
Matt then goes on to say that Google looks for duplicate content not to penalize it, but in keeping with their goals, instead to make the overall user experience better. Google will hide it, not to penalize it, but rather to prevent the user seeing the same content multiple times.
Don’t abuse duplicate content, and Google won’t penalize you for using it.
5. Diverse Landing Pages
Should My Landing Page Be SEO-Focused, Conversion-Focused, or Both?
Once again, Rand Fishkin is one of the best at what he does. That’s why he gets two slots in this list. Trying to find a middle ground between optimized landing pages and pages designed to turn visitors into customers, Rand draws two mock-ups which help to illustrate his points.
He presents each type of landing page and draws an example on the whiteboard, and then proceeds to say what is necessary for each one. It is important, for example, for an SEO-focused page to rank well. In order to do so, this page needs a low bounce rate and a high click-through-rate (CTR). Its primary goal is traffic and exposure, so to that end it must have keyword-targeted content.
For a conversion-focused page, keywords may or may not be present, because the focus is direct conversions of visitors. A high bounce rate is okay, because the page is not trying to rank well. The page should also be designed for a specific set of buyers who are already qualified and to whom the content on the page is tailored.
Ultimately, the design you choose for a page depends on your goals for that page: do you intend to get the page seen? Or intend to distribute it to a select group of qualified buyers?
So advanced SEO isn’t as confusing and advanced as you might have thought. It means moving beyond the basic tailoring of your page to an SEO term, to having a strategy about building reciprocal links, having great content, and optimizing your page for your visitors.
- Brian Dean shared a clever insight that brings value to everyone: find where something’s broken online, and help it get fixed by providing equally valuable content.
- Rand Fishkin talks about the benefits and drawbacks of blog posts, visualized data, multi-page guides and video. He explains how to avoid devoting too much time to one, and spreading yourself too thin across them all.
- Bashar Leone, of Nova Solutions, gives a few tips on how to increase the loading speed of your webpage – and one of the big ones is compressing your images. Don’t upload the original.
- Matt Cutts walks you through the how and why of duplicate content in Google’s eyes, and how everything, for Google, always boils back to a great user experience.
- Rand Fishkin strikes again on the different kinds of landing pages that help your SEO. The way you build your page depends on what you need it to do: is it about getting seen? Or converting visitors? One will be SEO-focused, the other will be user-focused. It’s better and easier to just build two different pages.
There is always plenty to talk about on advanced SEO.
Do you have a favorite video that should be in our lineup? Which of these videos got you thinking today?
William is Director of Marketing at Enable. William is passionate about sales and marketing, and is always looking for more efficient ways to do both. When he’s not creating new content for Enable, you can find him spending time with his family and friends.