Fathom SEO Pulse #39: Concentrating Beyond Position #1, Increasing Mobile Conversions & More

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Welcome to Fathom’s weekly SEO pulse, where our goal is to help you stay on top of any new strategies and changes in this integral part of your overall marketing strategy. Here’s the latest SEO news:

“How to Hack the Amplification Process – Whiteboard Friday”

In this week’s Whiteboard Friday, Rand covers how to get your content to your target audience, even when you have a “small megaphone.” http://bit.ly/1KTL8M5

“Panda 4.2 Analysis and Findings 7 Weeks Into The Extended Rollout – A Giant Ball of Bamboo Confusion”

Panda 4.2 is about two months into its slow rollout and, probably, still isn’t finished. So, how has it been effecting the organic space and what does the future look like? Find out here: http://bit.ly/1LOYcTz

“How to Make Winning Infographics Without Risk”

“Research suggests that publishers who use infographics grow in traffic 12 percent more than those who don’t.” But, how do you know when to invest time and money into an infographic? When is it worth it? Where can you get inspiration for an infographic topic? http://bit.ly/1t1KEXd

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“Does Google Treat URL Mentions Like Links?”

Many sites may mention your URL in their content, but not actually hyperlink the mention. Does Google still see this as a link? Does it have any ranking influence? Signs point to “no.” http://bit.ly/1JYuJlm

“Case Study: Mobile Pages That Are 1 Second Faster Experience Up To 27% Increase in Conversion Rate”

It’s long been accepted that a faster load time (on mobile or desktop) improves user experience and is a metric that correlates with better rankings. But, how much of an impact does it actually have on mobile conversion rates? http://bit.ly/1L7LSO3

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“Search’s Position 1 is Not All It’s Cracked Up to Be”

Ranking in the first position has always been the “holy grail” for organic marketing. However, in this new age of rich media, it’s not as important as it used to be. http://bit.ly/1iSXeKJ

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“How Customers Perceive Your Social Media Challenges”

From too few resources to not enough engaging content, there are many challenges to implementing a successful social media strategy. This article discusses some of the most common challenges and how to combat them. http://bit.ly/1KMgW5q

“How Much Time Does SEO Really Take?”

Brands, are you trying to determine if you should do SEO in-house or hire an agency? Agencies, are you trying to figure out how to best set SEO expectations with your clients? This article could help! It lays out a general timeline for SEO and how many hours are generally needed each week. Spoiler alert: Depending on your goals, it could be anywhere from 12 to 104 hours each week. http://bit.ly/1KU8iBK

“Google: Shy Away From Repeating The Same Words On The Same Page Too Often”

This may seem like common sense to most, but try to refrain from using the same words repeatedly on a web page. Often seen on e-commerce category pages (i.e. red leather shoes, blue leather shoes, brown leather shoes etc.), it can become an issue with user experience, as well as Google. http://bit.ly/1WxfV53

“Google Knowledge Graph Adds Web Site URL & Hyperlink?”

Search marketers have already been looking for ways to be featured in Google’s Knowledge Graph and it seems like it’s only becoming more advantageous. The Knowledge Graph has started to include a hyperlinked URL to the source.

Key Takeaways

Here are our key takeaways that we’ll be sure to focus on moving forward:

  • One of the best ways to make sure your target audience sees your content doesn’t cost anything but time and effort. Find out who is in your audience and who influences them. Figure out what they consume, what they care about, and then we try to get “mentioned, included, visible in the places that they already go to organically.”
  • Infographics can be amazing tools to get your brand name and content out there…But, they can often seem daunting. How are you supposed to keep figuring out new topics? It can be very expensive and time consuming. However, something a lot of marketers miss, is that you can re-use your same topics. You always have new people in your target audience. Use the same topic, but present it in a new way or from a new perspective. This saves you time and money!
  • We’ve all been there… a blog or website mentions your brand in their content, but doesn’t link to you. It almost feels worse when they mention your URL, but don’t hyperlink. Unfortunately, these mentions have little to no known impact on rankings or your domain authority. It can be frustrating (and time consuming), but your best bet is to find these unlinked mentions and ask the authors to include a link.
  • Looking to increase your mobile conversion rate? Make sure it’s loading in at least four seconds. The Sosta study mentioned above found that after 4.2 seconds, the average conversion rate dropped below 1% and peak conversions happened on sites with a 2.4 second load time.
  • It’s time to start thinking past ranking in position one. Search results with rich media often see a higher CTR in positions 2-3 when the top position is taken by a “plain result.”

That concludes your weekly pulse. Make sure to check back each week to stay on top of any new strategies and changes to make sure you’re constantly using the best on-site and off-site SEO methods. Thanks for connecting with us!

Jenna Hedman

About Jenna Hedman

Jenna is a proud Kent State University graduate with a degree in Public Relations. She is a Senior Marketing Specialist on Fathom’s Consumer Brands team and specializes in SEO, semantic search and internal linking with a solid background in social media, public relations and offsite SEO. She is devoted to pursuing SEO industry trends, identifying new strategies and implementing them to improve her clients' online presence. Outside the office, Jenna enjoys watching and adding movies to her extensive collection and exploring the Cleveland and Northeast Ohio area.

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