If you have not yet taken advantage of Google Tag Manager, now is the time to start. In the article, journalist Stela Yordanova summarizes five ways to use GTM (Google Tag Manager), which will help improve your marketing results. The original is taken from the site searchengineland.com: 5 ways to capitalize on Google Tag Manager


The Google Tag Manager (GTM) has radically changed the way that scripts and tags are implemented on websites. However, many marketers do not use the full potential of this tool and do not take into account its potential benefits.
Here are five simple and effective ways to use GTM. These tips will help you improve the analytic control panel, as well as SEO results and marketing automation programs.


Marketers often need to identify and highlight different types of traffic in the control panels and Google Analytics reports. For example, many companies want to get rid of spam or limit the traffic within the company from visits to partners. Typically, they do this using Google Analytics filters.
Google Analytics limits the number of filters to 100. If you have a large number of internal IP addresses that you want to exclude, I recommend using GTM to implement blocking triggers. Triggers of the lock are created using a custom variable and a custom event trigger.
Keep in mind, if you use a lock trigger, these types of traffic will be excluded from one or all types of Google Analytics, including the unfiltered view.


Structuring data is the main way to improve the results of conventional search, but it will be difficult for marketers to do this, especially if you need to rely on technical resources. Google Tag Manager makes it easy to enter structured data for “non-developers” (users) on any page of the website.
For more information about how to do this, see “How to add schema markup to your site using Google Tag Manager”.


Using Google Tag Manager, we can define URL variables to exclude any additional parameters that you can add. Then we can create our own HTML tag with JavaScript code to insert the autoreferential traditional tags in the section on the page. This ensures that no URL other than the primary URL will be indexed by Google. You can also use the same principle to add mobile switch tags if your site uses a mobile subdomain.


Most companies use marketing automation software to collect data and track potential customers through a sales funnel. With Google Tag Manager, you can easily set up potential customer tracking options and combine this data with Google Analytics data. With the built-in variable of the main cookie, Google Tag Manager can pass the ID number along with other parameters in Google Analytics.


With Tag Manager, it’s easy to track user behavior, actions and movements with automatic events. For example, you can track clicks on certain areas of the page, respond to video recordings, or monitor users’ pages. Automatic events can also track downloads and fill forms. These methods are useful in that they will help marketers improve the activity of users in social. networks and conversion.


Are you limited by the technical resources of your company? Wait until the developers of websites will install what you need to improve the marketing results? Take matters into your own hands and learn how to use Google Tag Manager! The use of such a container (storage, program), like GTM, can be a source of experience for a digital marketer.


We bring to your attention the translation of the article by Christina Kledzik, a consultant in the field of online marketing. Kristina works with RoverDotCom and Moz and is well versed in Google analytics. In this article, she talks about how to improve rankings in the event that they have dropped dramatically. SEO Rankings Drop: A Step-by-Step Guide to Recovery

A few weeks ago, the ranking of the pages in the key section of my site was reduced by about a whole position in one day. I’ve been working in the SEO field for 7 years, but I still panic and I ran around the office like a chicken with a severed head trying to figure out what my mistake was. Much could go wrong: I or my team screwed up with internal links, ignored some very important links, or I did not have time to adjust to one of the updated algorithms of Google.

Since the decline in indicators affected a whole group of pages, I assumed that this was due either to our site or to the structure of the page (it turned out that this was not the case). I’ve wasted the whole day trying to figure out what went wrong in the field of technical SEO. As soon as I realized my mistake, I decided to write a step-by-step instruction to know for sure that next time I will be more effective. And you, my friends, reap the rewards.


Well, I’ll start with the following: before you turn into Alice in Wonderland and fall into this rabbit hole, make sure that in fact there has been a change in the ranking. Perhaps your tracker was mistaken, or caught on one of the experiments or personalization of Google’s ranking.

Find out the following:

  1. Has the organic traffic decreased on the affected pages?
  • Let’s start with this, because this is the most reliable data about your site. Google’s search console and ranking trackers are trying to figure out what Google does; Your web analytics tool simply tracks the number of users.
  • Compare organic traffic from the affected page with the week before and after the decrease in ranking, while comparing similar days of the week.
  • Is the drop more significant than most of the changes during the week?
  • Decline occurred on the weekend? Is there a reason why the volume of search can decrease?
  1. Does the search console in Google Search show a similar decrease in rankings?
  • Use the Search Analytics section to see clicks, the number of impressions, and the approximate position of the specified keyword or page.
  • Does the Google search engine show a similar ranking compared to what you saw in the ranking tracker? (Be sure to run the report with the selected keyword.)
  1. Does your tracker track a stable ranking?
  • I recommend tracking the ranking daily for the most important keywords. So you will find out whether the decrease in ranking lasts for several days.
  • If you need a recommendation regarding a tool for these purposes, then I like Stat.

If you’ve just noticed a decrease in rankings, and your traffic and clicks in the Google search console are still at the level, keep an eye out for the situation and try not to panic. I had to see too many natural fluctuations to run to the boss, as soon as I see the problem.

But if the ranking really changed, use my step-by-step instruction.



Google updates the algorithm every day and does so, mostly quietly. The good news is that there are whole groups of people working in the SEO field who document these changes.

  • What articles or blogs related to SEO tell about changes in the algorithm of Google’s work, as soon as they occur? Here is the list:
    • MozCast;
    • Search Engine Land;
    • Search Engine Watch.
  • Do you have friends working in the SEO field who noticed the change? Here’s a professional tip: make friends with SEO-optimizers working with sites that are similar to yours, or with sites in your industry. You can not even imagine how useful it is to frankly discuss testing with optimizers who have already performed similar testing.

If the problem is in this …

The bad news is that if Google updates its algorithm, you will have to change the approach to SEO anyway.

Make sure you understand correctly:

  • What exactly punishes Google?
  • Why did Google make a change?
    • The best way out of this situation is to develop an SEO strategy, taking into account what Google would like.

Your next step is to formulate a strategy that will avoid potential punishment, or at least protect your site from the next punishment.


Use Ahrefs or Majestic to compile a report on lost links. They are the most authoritative tools for counting links, their indexes are updated daily.

  • Has there been a significant decrease in the number of links on the site?
  • Did you notice a significant decrease in the number of links on the page or in the page group where you noticed a change in the ranking?
  • Did you notice a significant decrease in the number of links on the page of your site referring to the page or group of pages where you noticed a change in the ranking?
  • Run Screaming Frog on your site to find out which pages have internal links to the affected pages. Check the number of internal links to the page for one link from the affected page.
  • Did you notice a significant decrease in the number of external links to a page or group of pages where you noticed a change in the ranking?
  • Use Ahrefs or Majestic to find the sites that link to the affected pages.
  • Have any of them suffered recently because of the decrease in the number of links?
  • Have they recently updated their site? Has this changed the URLs, navigation structure, or content on the page?

If the problem is in this …

The key here is figuring out where you lost references and why after that you can try to restore or replace them.

  • Can I restore links?
    • Do you maintain a relationship with the owner of the site that provided you links? Communication with him can help.
    • Did you remove the links while updating the site? Perhaps it happened by accident. Contact the site owner – you may be able to convince him to return the links.
  • Links were replaced by links to another source? Learn a new source – how to make your links more attractive than their links? Update your content and contact the site owner with the links.
  • You can convince your internal team to do new links to quickly replace the old ones?
    • Show your manager how much the decrease in the number of links affects the ranking, and ask about the resources that will be needed to replace them.
    • Resume links is difficult, but if you succeed, make sure that the next time you create a strategy for creating long-term links


If you or your team recently changed the affected pages, Google may find that they are less important to the target keyword than before.

  • Have you changed the URL?
    • DO NOT change URLs. URLs are unique identifiers for Google; The new URL indicates a new page, even if the content is the same.
  • Was the keyword replaced from the title of the page H1 or H2?
  • The keyword density for the target keyword is lower than it was before?
  • Can Google read all the content on the page?
  • Look at Google’s cache, search the cache: www.yourdomain.com/your-page to see what Google sees.
  • Can Google access your site? Check the Google Search Console for server and scan reports.

If the problem is in this …

Good news! Perhaps you can fix the site and recover lost traffic.

  • If you changed the URL, change it back. If this is not possible, make sure that the old URL 301 is redirected to the new URL.
  • If you changed the text on the page, try to go back to the old text. Wait until the ranking is restored, and then try changing the text again, this time, keeping the keyword density.
  • If Google can not read all the content on your page, THIS IS VERY IMPORTANT. Tell your development team about this. (According to my observations, the development team often underestimates the impact of SEO, but the phrase “Googlebot can not read the page” is a pretty straightforward problem).


If you or your team added or deleted internal links, this could change the way that streaming links go through your site, thus changing the value of the pages on your site from the perspective of Google.

  • Did you or your team recently update the site navigation? Some common places to check are:
  • Upper navigation
  • Lateral navigation
  • Navigating the footer
  • Featured Products
  • Recommended blog entries
  • Have you or your team recently updated the key pages of your site that link to landing pages? Some pages to check:
  • Starting
  • Top category pages
  • Links-bait in a blog or article
  • Did you or your team recently update anchor text from links to landing pages? Does it include a target keyword?

If the problem is in this …

Find out how many internal links among those that affected affected pages have been removed. If you have access to the old version of your site, run the Screaming Frog (or similar scanner) on the new and old versions of your site. This will allow you to compare the number of incoming links (in the program they are called inlinks). If you do not have access to the old version of the site, take a couple of hours to compare the navigation changes and see if the new layout damaged the affected pages.

How you solve the problem depends on how much influence you have on the structure of the site. It’s best to fix this problem in the navigation structure of the site, but many SEO specialists are influenced by the team responsible for the user experience when it comes to primary navigation. If this is the case, consider systematic ways to add links where you can control the content. Here are a few of the most common options:

  • In the product description
  • In blogs
  • In the footer (since the user experience, as a rule, indicates that few people use the footer)

Keep in mind that deleting links and adding them later or from different places on the site may not have the same effect as the original internal links. It’s worth keeping an eye on your ranking and adding more internal links than lost pages to make sure that you’ve restored your ranking on Google.


Google uses machine learning to determine the ranking. This means that they, at least in part, measure the value of your pages based on the ratio of the number of clicks on the link to the number of its displays on the screen, and also on how long visitors stay on your page before returning to Google.

  • Have you recently added a pop-up window, after which the page’s exit rate increased?
  • Does it take longer to load a page?
  • Check the server response time. People can leave the page if nothing happens within a few seconds.
  • Check the loading of the full page. Have you added something that loads for a very long time and forces visitors to leave the page?
  • Have you changed the page names? Does this reduce the clickthrough rate? (I optimized the names of a number of pages at the end of November, only this affected the average ranking of 500 pages – they moved from 12th position to 9. We can assume that there are also vice versa – the ranking may get worse).

If the problem is in this …

  • If the problem is a new pop-up window, do everything possible to convince your marketing team to test a pop-up window of a different type. Here are a few options:
  • Pop-up windows with scrolling
  • Temporary pop-ups
  • Pop-up windows with the ability to exit
  • Stable banners at the top or bottom of the page (with a big button PUSH ON ME!)
  • If your page loads longer, you will need a development team. Match the loss metrics with fewer SEO conversions. Now that you have lost your position in the ranking, you will have a good opportunity to return to the development issues.
  • If you change the page names, change them quickly! Treat this as a lesson, use this experience before you pass your next test.


The ranking could change not because something you did, but because your competitor has become stronger or weaker than you. Use your ranking tool to identify competitors who have received something or lost something due to changes in your ranking. This tool can be Versionista (a paid program, but it’s worth it) or Wayback Machine (free, but the data is incomplete). It will help to detect changes on the sites of your competitors.

  • What competitors have won or lost the most from changing the ranking of your site?
  • Has this competitor received or lost incoming links? (more detailed question in paragraph 2)
  • Did the competitor change his page? (more detailed question in paragraph 3)
  • Has the competitor changed the internal structure of the links? (more detailed question in paragraph 4)
  • Have your competitors increased the click-through rate or time-out on the search results page? (more detailed question in paragraph 5)

If the problem is in this …

You are probably angry, and your managers are probably angry with you. But there is an advantage in this: you can learn more about what worked for your competitors. They conducted a study and tested the changes, and it paid off in their case. Imitate your competitor, but try to get around it and do it better than they do, otherwise you’ll always play catch-up.


You can still panic, but I hope that my post will help you in making constructive decisions. I believe that the best response to lowering the ranking is to find an explanation for what is happening and plan the plan.

7 free and little-known tools for more productive work on the Internet

This material is a continuation of a series of articles on tools that are useful for Internet marketers. In it, we collected 7 super-useful and very few known services that clearly fulfill the declared functions and do not require any monetary investment. Enjoy and do not forget to share with your friends 😉


1. Sharegrab

Sharegrab is a free tool with which you can quickly find the most popular content of the selected pages on Facebook. This can be useful both for more efficient content management, and for tracking the actions of competitors.

Main advantages of the service:

  • Do not need to subscribe to interesting pages in Facebook itself and clutter up your news feed.
  • The selected pages can be sorted by folders (for example, in one folder you can add only foreign pages, and in another – Russian, in one – pages devoted to a healthy lifestyle, and in another – pages with great quotes).

How does this work in practice?

The first thing you need to do is register. To do this, click on “Sign up” – “Create my free account” and then enter your login and password from Facebook.


Then add interesting pages. We click “Manage pages” and enter their names (the service will help you with autocomplete). Those pages that do not suit you can be deleted at any time by clicking on the cross on the right.


After you add the pages, you need to distribute them to folders (so-called pods – pods). I, for example, have only two folders. In one, I keep foreign pages on subjects of interest to me, in another – Russian. But you can do more – their number is not limited. To add a page to the desired folder, just drag it. To rename the folder, click “Rename”. To view the most popular posts of pages, click on the name of the folder in which they are located. The following hypha clearly shows how to do this.


By default, the service shows you the most popular posts for 3 days, but you can change the time interval for 1 day, week and month.


Why do you need this service? With it, you can more effectively curate interesting content, as well as scoop ideas from more successful pages of competitors.

2. Hellobar

Do you see the red panel that hangs at the top of some sites and offers you a gift?


This is the Hello Bar, and you can also tweak it to your site absolutely free of charge. With it, you can promote your newsletter or send traffic to a specific page on your site.

Main advantages of the service:

  • A large number of settings: different colors, buttons, size, movement along with the page, the ability to collect emails, etc.
  • Adaptability: if you are sitting with a computer, right now grab the browser for a corner, reduce the size of the window and see for yourself.
  • Quite detailed analytics (number of impressions – 1, conversions – 2, percent conversion – 3).

How does this work in practice?

When you go to the site hello bar, the first thing you will be asked to do is enter the address of your site. Introducing.


Then you will be asked to choose the banner purpose: redirect traffic to a specific page, collect email addresses or invite your users to join your group in social networks (invite them to share your content)?


If you choose the first option , you will need to enter the link to the page where the traffic will go and choose your panel will be displayed on any page of the site (at all, at any certain or in general on any one).


In the second window, enter the main text of the panel and the text of the button (or links, depending on what you select). From the top you can immediately see the finished result.


Immediately set the necessary settings:


After that we press the button “Continue”, enter your email and password (for registration on the site) and the way to install the banner:


 I can install the code myself” – you will be given a code that you will have to add to your site. “I’m using WordPress” – you will be given a link to download the plugin. “Write to my webmaster” – you leave the mail of your webmaster and send him a letter with the code. “I need help” – a window appears in front of you, where you can enter your question.

If you select the second or third option, you will have to go through almost the same steps. All settings are simple and intuitive. If something does not understand, ask in the comments, everything will be explained in detail.

Why do you need this service? In order not to waste time creating your own panel.

3. Clipping magic

Clipping magic is a service that allows you to delete a background of any image in a few clicks. For those who do not know how to work in Photoshop, it’s just a godsend. You just take a green marker, guide them through the object you want to save, then take a red marker and guide them to the background. All – the background was deleted.

Main advantages of the service:

  • Funny price: 3 dollars a month for 15 ready photos (that is, they can be altered until you like the final version), 8 dollars – for 100 and 15 dollars – for 500.
  • Intuitive interface.

How does this work in practice?


Why do you need this service? Not to steam with Photoshop.


Many have heard about the service “If this than that”, that it is very useful and therefore so popular abroad, but it uses very few people in the runet. Why? Because it is not so easy to understand in it (I say from my own experience). Why is it needed?

IFTTT allows you to connect two services among themselves so that the action on one of them causes an action on the other. To become more clear, I will give an example:


Or here is one more:


And you can think of such combinations as much as you like! At the moment, the site IFTTT available 104 service , among which you can create links. The most popular among them are: Facebook (profiles, pages and groups), Instagram, LinkedIn, Reddit, Twitter, Tumblr, YouTube, WordPress, Blogger, Email, Evernote. Unfortunately, there is no Vkontakte and some other services popular in runet.

Main advantages of the service:

  • Great functionality.
  • The ability to create your own recipes.

How does this work in practice?

First you need to activate your profiles in the social networks and services that you need, then select your favorite recipe (or come up with your own) and click on the “Use recipe” button. For example, I chose this:


After activating the recipe, I rassharila article in Facebook with my short commentary, and she immediately appeared on Twitter.


A few more useful and interesting, in my opinion, recipes, many of which I use myself:

  • Announcement of articles from Facebook will automatically appear in Livejournal , Google+ , Twitter and LinkedIn .
  • Videos that you have marked as favorite on Youtube, are automatically published in Facebook and Twitter .
  • Photos uploaded to Instagram, automatically added to the album on Facebookand on Flickr service .
  • All new posts on WordPress site automatically published in Facebook and Twitter .

All recipes can be found by searching . Also you can create your own. Variations just the sea, I even found a recipe for automatic posting from Vkontakte to a site that runs on WordPress. That is, in fact, you can also use unknown IFTTT sites. The main thing is to understand how this is done.

Why do you need this service? It automates your work and saves you a lot of time.

5. Taggled. TV

Service Taggled.tv allows you to add to the regular video on Youtube various tags by clicking on which, users will see additional information. Where can this be used? For example, in the rollers showing certain products. If a viewer likes a thing, he can click on the tag, learn more about it, and then go on to make a purchase. Very comfortably!

Main advantages of the service:

  • Functionality.
  • Quite a lot of settings.

How does this work in practice?

You add a link to your video and start attaching tags to it. A total of six tags: a tag for adding music, Google Maps, product information, a person, a website, and a simple text tag.


The following video uses only three tags:

  1. simple text (9-10 seconds)
  2. The tag that adds information about the site (14-20 seconds)
  3. Google Maps tag (25-30 seconds)

I want to apologize in advance, the tags were added in a hurry, only to show you the possibilities of the service, so you do not really need to make much sense in them:

Why do you need this service? Because Youtube does not allow to insert in their annotations , links to other resources.


6. Topsy

One of the most effective ways to create viral content is to find an article that has already generated quite a lot of success, and write even better. In this you can greatly help free online service Topsy, who is looking for articles with the most backlinks.

How does this work in practice?

All you need to do is select the “Links” section and enter the query that interests you.


Then set the time interval “All time” (for the whole time of existence) and sort the list by relevance of the pages.


After this, you will have a list of the most popular content on a given topic. Your task is to study it, understand what made it so popular, and write even better.

Why do you need this service? To quickly find popular content on the topic.

7. Knowem

Free Knowem tool analyzes the pages of the site and determines how well you optimized your content for social networks. In particular, he looks at the availability of local tags, Open Graph tags, Twitter cards, Google authorship, and also title, discourse and keywords. Here is an example of a report he gave on one of our articles:



So, you have no money. Is it time to start a business? OK! All right! If there is no money, where to find the budget for promotion ? To attract customers?

In fact, there are several ways that we will share with you today, they will help you determine the main vectors of the advertising strategy.

And who is your buyer?

First of all, you need to decide who is selling goods or services: for b2b (business for business) or b2c (business for customers) sector? Perhaps you work with both types of clients. For example, our training center is popular with students, freelancers, and business representatives, whose employees need to be trained.

As a rule, b2c is a sector of fast sales. When the user has a need, and he solves his question on his own or, as a maximum, in consultation with his wife / husband. In the b2b sector, everything is a little different, you are dealing with a company, and according to the classics there are additional questions of product uniqueness, company reliability, quality and customer service.

Supplement: 19 tips for executives to promote B2B business on the Internet!

Uniqueness (Unique Trade Offer)?

One of the classroom statements on entrepreneurship: “The task of the entrepreneur, to find a new market and become the number 1 on it.” Very deep thought, it is very important. In order to be the first to enter the market, you need to have a small amount of courage and bet on a unique direction and win. But the game is worth the candle: due to the uniqueness, the growth of your company can be 100 times faster than the creation of a similar product in the emerging market.

Thus, either we find the “chip” and the path will be easier. Or we do not find a “chip” and the path will be more difficult. The choice is yours!

Analysis of competitors

The advertising budget can be drained in 1 second. Actually =) I checked =) Especially good at me it turned out with advertised advertising in Vkontakte. Well, that merged with the advertising of his personal course =)

In order to understand what advertising activities are worth making a bet, you need to conduct a detailed analysis of competitors. Analyzing competitors, you can understand and realize the following:

  • What advertising tools do your competitors bet on?
  • What are the advertising channels for everyone?
  • And who is actually from all the group is young and successful? Due to what they have managed to achieve results in a short period of time? What channels of online advertising do they use and how?

Analyzing competitors, you can determine the minimum pool of advertising activities that are worth trying. Plus, you will understand what channels of advertising competitors do not use. This may be due to inefficiency or because competitors simply have not yet allocated marketing budgets to new tools (which often happens because large companies, as we know, are not particularly agile, and due to this, young companies have a chance to turn into large).

Large companies, as we know, are not particularly agile and due to this, young companies have a chance to turn into big ones =)

Bid on innovation in advertising and promotion

As the technology develops, new channels are added to the old channels of Internet advertising. So, you have to bet on new channels and tools.

And so on. If you are not a professional in this business, and you do not have a team, then, most likely, you will go around your finger. You need to train employees and bet on new channels.

What do western marketers plan to focus on?

Lid sources (potential customers' references)

B2B (business for business):

  • SEO (Search Engine Optimization);
  • Email Marketing;
  • SMM (advertising in social networks);
  • Exhibitions;
  • Telemarketing;
  • Direct mailing;
  • Corporate blog;
  • Contextual advertising;
  • Traditional advertising (outdoor advertising, radio, television).

B2C (business for the client):

  • SMM (advertising in social networks);
  • SEO (Search Engine Optimization);
  • Email Marketing;
  • Traditional advertising (outdoor advertising, radio, television);
  • Direct mailing;
  • Corporate blog;
  • Exhibitions;
  • Contextual advertising;
  • Telemarketing;

In general, we can distinguish 3 most effective advertising tools for any type of business:


– SEO (search engine optimization of the site) – a set of measures for internal and external optimization, to raise the site’s position in the results of the search engines for specific users.

– SMM (advertising in social networks) is a complex of activities on using social media as channels for promoting companies and solving other business problems.

– Email marketing is communication with subscribers of own database of e-mail addresses on their prior consent.

– Yandex.Market  – a service for comparing the characteristics of goods and their prices.

– Contextual advertising – the type of Internet advertising, in which an advertisement is displayed in accordance with the content, context of the Internet page.

Top 5 tools, according to the results of the survey of the course participants SEO-Intensive :

  • SEO;
  • Yandex Market;
  • Contextual advertising;
  • Email marketing;
  • SMM (advertising in social networks).


Top 10 useful links for the leader:

Email Marketing:

Web Analytics:


Blog / Copywriting:





We bring to your attention the translation of the article by Nate Deima. Nate has experience in the field of SEO and B2B. He is a reviewer for Marketo and Search Engine Land, and also manages the client strategy in Propecta. In this article, he tries to find out what makes content “good” from the SEO point of view. The original is taken from the site: The complete guide to optimizing content for SEO (with checklist)

Effective content marketing is a means of achieving goals in modern SEO.

Just as wheels without an engine are not a full-fledged vehicle, content without a thought-out SEO strategy can not keep up with the digital market. And just like a motor without wheels, SEO without content is just a shiny machine that does not go anywhere.

Content needs SEO to stand out from the cloud of mediocre posts in blogs that the Internet abounds in these days. Google has announced that “content” is one of the three most important ranking factors for organic search.

But what does it mean? This does not apply to any content. Unfortunately, search engines do not offer optimizers checklists to create “high-quality content” and probably will never be. This means that those who search for such things, study the search results, Google analytics and create large spreadsheets that we secretly enjoy using, although they pretend to be boring, all in order to present a comprehensive guide to creating “quality” content for SEO.


Too many marketers deal with content in the wrong sequence. They try to understand what exactly they just created and after that they enter into the text several keywords and links.

But an effective content-marketing strategy should begin with keywords and research of user intentions. As soon as you find out what questions your audience is asking, you will understand what kind of content you need to create.

High-quality content:

  • based on the understanding of the audience, as well as on the study of keywords and user intentions. Use the language of your audience and give them exactly the information they are looking for.
  • helps the reader to perform a certain task. Long content (1,000+ words) is ranked better in organic search results, not least because it is detailed. Do everything possible so that the content does not lose focus.
  • contains a convincing call to action or clearly spelled out steps. If you know your reader and how he purchases, your content can show them what they want.


A good user experience equates to good SEO. When users are involved, they consume more content, interact and share this content. Pay attention to everything – from the general structure to the details of the layout and make sure that you develop good content.

There are many opinions as to which characteristics make the content “good” or “tenacious”, or “advanced.” All of them are worthy of attention, and each piece of content must have at least a few of the following characteristics:

  • simple / clear / consistent;
  • unexpected;
  • specific;
  • reliable / effective / telling about experience;
  • emotional;
  • entertaining;
  • inspiring;
  • training;
  • corresponding;
  • deep / thorough;
  • practical;
  • new / unique (in terms of value, not just in content);
  • reliable.

Continuing to develop content, consider the opinion of the audience: first of all, you write for people, not for search engines.

High-quality content:

  • Written for your audience, not for your colleagues. Make sure that the language is not too simple, but at the same time is not full of professional terminology.
  • Content can be shared. Ask yourself a question and answer it honestly – would you share this content, and if so, would it be easy for you to do this? (is the Share button available?)
  • It can be quickly viewed. Use short paragraphs, callouts, boldface, markers, numbered lists, citations, etc., so that the text can be easily perceived and assimilated.
  • Uses strong headers. Create attractive, effective headlines, use keywords strategically, but do it naturally. CoSchedule has a great tool for analyzing headlines if you need help.
  • Describes the ideal results, common disagreements and / or time frames in subheadings. Anticipate the hopes, fears and fears of your audience.
  • Better than the current leaders in the search results. Watch your competitors. Browse pages that are currently well ranked by the target keywords. Ask yourself – is your content the best? Make sure it’s the best.


Misprints in very good content – it’s always unpleasant. Although there is no obvious evidence that grammar is a signal of ranking, but it is rather a problem of user experience and trust.

In addition, quoting sources and links to other authoritative sources is good practice, but it is also an excellent SEO strategy. Outbound links show search engines that you know what to write about and that you are communicating with the right people.

High-quality content:

  • does not contain grammatical errors or spelling mistakes. Reread the content. And then ask someone to reread your text again. (I’m not kidding, my mom recently sent me a screenshot of a grammatical error that I recently made in one of my posts on Facebook, which is exactly what you need).
  • gives references to good, respectable sources. Wikipedia is considered a good source of information from the point of view of Google, regardless of what your school teacher said.
  • the actual information is verified. Simply because all the others refer to some statistics, this does not mean that you, too, should do this.


Of course, you started with keywords and with research on user intent, so it’s not about what keywords relate to a certain part of the content. It’s about how this keyword is used in the specified content.

It is true that the use of excessive number of keywords no longer works. This was not considered a good tone ever, but now, thanks to Google, it’s also inefficient (if not to say, dangerous). It’s also true that Google is very knowledgeable about keywords. However, this does not mean that the keywords are “dead.” This means that SEO-optimizers should learn to use them better.

(It’s also worth noting that users search for keywords: Google is smart enough to recognize synonyms, but when a user enters a keyword, he wants to see this keyword in search results.)

High-quality content:

  1. Not oversaturated with the main keyword. There are no specific figures to calculate this. A good way to visualize is to use the Find function in the document and search for the keyword. If the text looks oversaturated, replace some words with synonyms.
  2. Contains thematic subsections according to the main keywords. Google better and better understands similar words. Do not be afraid of it.
  3. It naturally uses keywords and their variations in content. Do not overdo it. Use synonyms, abbreviations, plural and so on, as a normal person.
  4. The natural way uses the keywords in the text to the pictures. Image names, text and captions are strategic places to use a descriptive language. Do not overdo the use of keywords, but use them when necessary.
  5. It naturally uses keywords in headings. First, first of all for people, but if you can use a keyword in the title and / or H1, just do it.
  6. It naturally uses keywords in URLs. This will be easy if you used it in the header.
  7. The natural way uses keywords and their variations in the first 100 words. It should not look awkward, but do it to the best of your ability – put all your cards on the table as soon as possible.

Bonus: some aspects of technical SEO

Technical SEO is a completely different matter. Most technical SEO factors are problems with the site. It must be checked or cleared before you begin to optimize the content.

However, there are several technical considerations related specifically to the content. Do not ignore them:

  1. Content is quickly downloaded. You have three seconds or less. Make sure that pictures and other media files do not slow down the content.
  2. The content is well displayed on the mobile phone screen. This is unlikely to be a problem if the site has a responsive design. Most sites have this kind of design, but make sure that the forms and call-to-action buttons are available in the content, the images are centered and so on.
  3. The page is included in the XML site map. Help Google find and understand the content!
  4. Internal links point to content. Make sure they are relevant and use anchor text based on keywords, as far as possible / appropriate.
  5. URLs are short. The most popular pages have shorter URLs. The top-ranking URL contains an average of 59 characters.


They say that beauty is in the eyes of the beholder, but so they say those who have never been engaged in the ranking of content in organic search. In our case, beauty is in the eyes of the target audience – that’s what Google’s machine learning program understands.

Fortunately, RankBrain is pretty consistent, although still quite vague and fuzzy. This means that we can translate thousands of words, learn tens of thousands of results, conduct A / B testing of our own hypotheses and make a list of characteristics that Google will most likely like.

Start your journey in the world of SEO-content, combining it all from the very beginning. If you are working with a content marketing strategy that does not begin with an SEO study, start all over again. When the wheels and engine will finally work together, your trip will be smooth.