Digital Marketing

An Overview Of The Gutenberg Editor And WordPress 5.0

An Overview Of The Gutenberg Editor And WordPress 5.0

Working as a website designer in NJ is anything but dull. Just when we become comfortable with a new technology and way of doing things, something else comes along that upends the way you handle web design.  The Gutenberg Editor and WordPress 5.0 is an example of this.  Released in December 2018, the WordPress 5.0 is built on the twenty nineteen WordPress theme and the Gutenberg WordPress editor. That said, to serve as a breakdown of its essence, its concept, possibilities and recent additions are discussed below.

About Gutenberg Editor And WordPress 5.0

Gutenberg is the default and the sole editor on new WordPress 5.0 installations. What’s more, as a concept, it goes beyond editing. The editing is in fact just the starting point. Gutenberg is the basis on which the new possibilities of site building and customization is built. The primary aim of Gutenberg is to put together page editing and new post experience that simplifies the method of creating new post layouts. What’s more, since it’s creation there has been a number of additions to the platform all of which are designed to give the writer a rich and seamless writing experience. In line with that, it’s most recent addition being the WordPress 5.0 is furnished with blocks which are useful for composing and organizing content for a web page. So irrespective of if you are changing the face of your blog, creating your first site, or writing code for a living, you will experience flexibility in sorting out how your content is displayed. To give a more detailed view to this block-based editor, let’s understand the importance of blocks and understand the twenty nineteen WordPress theme.

Twenty Nineteen Theme

The above is a highlight on what Gutenberg desires to achieve. Twenty Nineteen brings these desires a step closer. In the simplest words, twenty nineteen was created for Gutenberg and with Gutenberg. It’s the least possible blogging theme which is typographically driven with an individual column layout. The twenty Nineteen themes in WordPress 5.0 can be used to create several websites such as small business websites and personal blogs. That said, Gutenberg and twenty Nineteen can be regarded as one and the same thing. In twenty Nineteen Gutenberg makes it possible for users to create their contents and build an entire website via the editor.

What’s New: The Introduction Of The Blocks.

The introduction of blocks in Gutenberg and WordPress 5.0 is to provide you with a seamless and enjoyable experience. It, in fact, operates as your new best friend. That said, blocks are the consolidative evolution of formative elements such as Meta boxes, post formats, widgets, shortcodes, and custom post types. These blocks are amazing for creating engaging content and an intriguing web page. In other words, they are a unit for creating and organizing content to be used for a webpage. Furthermore, with them, you can effortlessly style, rearrange and insert multimedia content. What’s more, this can be done irrespective of the level of your technical knowledge. Instead of opting for the traditional custom code when building up your content, you can explore the abilities of a block and without fuss create your content.

Constructing With Blocks

The new page editor and the introduction of blocks were created with the abilities to put together a new page and a post building ability. This would enable the writing of well detailed new posts to be seamless. That said, choosing to explore the possibilities of blocks through the use of the fresh to the scene block-based editor won’t alter the look of your content to your visitors. What it does is that it lets you insert any multimedia or content of your choice and rearrange your web page to your satisfaction. A single block is distinguishable, unclouded, reliable and nice. Each content would be placed within its designated block thereby permitting easy maneuvering. So if you are a CSS or HTML fan, then the blocks can be easily kept off your way. Overall, WordPress makes the process stress free and gives you the much-desired outcome. Examples of these blocks are:
1) Quote
2) Paragraph
3) Image
4) Embeds
5) List
6) Preformatted
7) Video
8) Cover and
9) Gallery among several others.
Numerous blocks are available each day and tons are continually being created by the community in order to give you a pleasant writing and content creation experience.

What’s Not New

The Gutenberg editor and WordPress 5.0 has undoubtedly featured revolutionary changes. However, with regards to editing, the Gutenberg editor and WordPress 5.0 makes room for the installation of the classic editor plug-in for users who don’t wish to take advantage of the Gutenberg editor. However, the team has stated that in spite of the room given to users for adaption, by the 31st of December 2021, the classic editor would be removed completely. Therefore users should get used to the change and the possibilities of Gutenberg editor WordPress 5.0.
On a final note, Gutenberg and WordPress 5.0 aims primarily to provide you with a stress-free content writing and page creation experience. It desires to do this through the establishment of the block-based editor. However, if you feel more comfortable with the use of the classic editor, it is still very available. Features such as Meta boxes, plugins and shortcodes amongst several others are available with the classic editor. So you are still guaranteed that unforgettable and easy writing experience.

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Digital Marketing

Building Up a Niche Site

What is a Niche Site?

This is a term that is commonly used by website owners to describe a website that focuses on the interests of a small segment of the population.  Chances are that you regularly visit such as site, but never gave it much mind.

A blog about camping in Pennsylvania would be considered a niche site, as would a blog about building things out of used pallets.  Something that would not be considered a niche site would be a blog such as this one.

Why I am Building a Niche Site

I have had a dormant blog called “The Little Red Light” for a few years now.  It is a niche blog about home recording on a budget.  It features tutorials, gear reviews, and tips about being a recording musician.

I’m working on this site for two reasons.

First, I love audio recording.  I’ve been a musician since I was a teenager and I’ve recorded a number of albums. I wanted to spend some time talking about something that I’m passionate about and potentially grow and audience for the site.  There are a few resources on the web for people that want to learn how to get the best results out of their home recording equipment, but they’re not reaching nearly enough people.

Second, I want to help people that are just getting started out recording.

Forums like Gearslutz.com end up dominating queries for most of the questions that people have about recording and as you would imagine, these forums are fountains of terrible advice.  I’m creating a resource that will do a far better job of informing people about the tools that are available to the average home studio owner and sharing some tips on how to actually use those tools.

How Do I Select Topics for the Blog?

I’ve been using the keyword planner tool from Ahrefs to find low-competition keywords to target with my content, as well as looking at the keywords that the big recording sites are ranking for.

If I take the url of a large recording blog and enter it into Ahrefs, I can find the keywords that it ranks for.

I go through those keywords and find those that are deemed to have a low “keyword difficulty.”  I then plan content around them.  For example, I took the site ehomerecordingstudio.com and entered it into Ahrefs.  Among the keywords that I found the site ranked for was “best headphones for mixing,” a long-tail keyword that the tool rated as low competition.

I took a look at the article, took note of what it discussed, then wrote my own piece on best headphones for mixing (which you can read at the link).  In addition to covering the topics that the other ranking article discussed, I also added some photos that I took at a local music store.  This helped to provide some value to the reader and better illustrate what the headphones looked like when placed next to one another.

The idea is to provide value to the person that is researching headphones for mixing.  If Google delivers your blog as a search result, people click on it and seem to find what they like, it sees that as a positive user signal.  Ultimately, Google stays in business as long as people continue using it to do research online. If the search results are good, people will continue to come back time and time again, and if your niche site seems to deliver what people want, you’ll stay in the good graces of big G.

 

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Digital Marketing

Beef Up The Content You Already Own – An Overlooked SEO Strategy

You Can Increase Search Rank by Improving Your Existing Content

Content Often is Overlooked in Favor of a Focus on Links

For many SEOs, the primary focus of their activities in on linkbuilding (or in some cases, link purchasing).

The role of content and the ways that it impacts user signals and the “trustworthiness” of a website often take a back seat to link acquisition.  This is often a missed opportunity.

Google has talked about content quality for years and its importance in the search algorithm, but the message has been often misunderstood.  Supposed “SEO gurus” have spread myths claiming that it’s important to post often, skipping over the two most important aspects of content as it relates to SEO: quality and user engagement.

Your Underperforming Content Can Perform If You Improve it

We’ve all had it happen.

We spend a few hours writing a terrific blog post, only to have it get 1 visitor every six months.

Just because it’s not performing well now doesn’t mean that it can’t perform well.

The Skyscraper Method

The Skyscraper Method is a simple tactic.

Let’s that you’re writing a guide to PPC and Adwords.

You’ll perform a search and check all of the top results.

search engine results page

Since all of these posts are ranking on page one, it is clear that the algorithm believes that they adequately cover the topic.  At the same time, if you go through all of the posts, you’re almost guaranteed to see that each one has something unique to say about PPC and/or focuses on one aspect of it.

Now you’re going to create a super-post that covers all of the topics discussed in the top-ranking results plus something unique that you can add.

Natural Language Processing Is the Reason This Works

Natural Language Processing (NLP) is the way that computers understand what a topic is about.  If you’re interested in learning about it, I recommend this post.

If you write a post about Adwords, the algorithm expects to see terms such as:

  • PPC
  • Conversions
  • Optimization
  • Split-testing
  • Tracking
  • and a TON of other terms related to Adwords management

The search engine knows that you need to touch upon certain topics if you’re writing about PPC or whatever your topic may be. The more thoroughly you cover that topic, the more “relevant” your post is likely to be.

Use The Skyscraper Method to Improve Your Content

Check every post that ranks on page 1 for your targeted keywords (notice that I made it plural). Make note of all of the topics that the posts touch upon that your post does not mention.

Figure out how to best integrate these topics into your post, expanding the number of keywords that it could potentially rank for and more thoroughly covering the topic.

Finally, run the post through Grammarly to be sure that the post is not suffering from any grammatical or spelling errors.

A Real-Life Application of the Skyscraper Method

We do SEO for law firms throughout the country. One of our clients is a bankruptcy lawyer in Philadelphia.  He helps people facing debt issues, often guiding them through the filing of Chapter 7 and Chapter 13 bankruptcy.  The website is a rich resource on both Chapter 7  and Chapter 13 bankruptcy, but there are a number of past posts that can certainly be improved.

On the site, there is a post titled “How To File For Bankruptcy Without A Lawyer In Pennsylvania.”  The post ranks for a number of valuable keywords related to bankruptcy, driving quite a bit of traffic to the site.  Upon doing our audit of the site, we found that the post ranks on page 2 for a number of additional keywords, an opportunity to potentially double the amount of visitors wishing to learn more about the topic of bankruptcy.

The Post Could Benefit from More Detail

We began by reviewing the other articles that are ranking on page 1 for the “page 2” keywords.  We also read the article to see if there were any obvious ways that we could expand upon it.

Upon reviewing the post, the first thing that jumped out at us was that it mentioned Chapter 7 and Chapter 13, but it didn’t really give any details about the differences between the two.  If this were the first post that a visitor were reading on the topic, he would likely not know what each is and would likely benefit from this information.  Additionally, the search engine expects to find terms related to both Chapter 7 and Chapter 13 when delivering results for queries such as:

  • file bankruptcy on your own
  • how to apply for bankruptcy without a lawyer
  • can i file bankruptcy without a lawyer
  • how to file bankruptcy yourself

By adding sections to the post that briefly outline the differences between Chapter 7 and Chapter 13, the site will be more likely to rank for these other keywords.

Tracking of the Results

Over the next several weeks we will track the performance of the post.  We are using KPIs such as impressions, clicks, and number of keywords for which the site ranks on page 1.  We often see jumps of anywhere from 5-30 places for revised content, though the jumps can take months to be seen.

 

 

 

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Digital Marketing

SEO for a Local Janitorial Services Company

SEO for a Local Janitorial Services Company

We recently began an SEO campaign for a janitorial services company in NJ.  It is a young company, but it has already gotten big clients such as McKesson Pharmaceuticals, the Trump Golf Course in Colt’s Neck, and several other significant accounts.  The owners managed to do this with no online presence to speak of—not even a Facebook page.  They came to us to build a website and possibly provide SEO services upon completion.

We managed to get the site up extremely quickly and the clients were very satisfied, so they reached out to us to have us begin doing SEO for the site.  We began by doing the usual—we opened up a Google My Business account for the company and opened up accounts to provide some local citations for the business.  All in all, we did standard work that is done for local SEO.

Normally, a site takes about 3-4 weeks to begin ranking for the targeted keywords.  Typical results that we see in the Search Console are something like this:

This was about 5 weeks of light SEO work for another local business that we are working with.

The Results for Our Janitorial Client During the Same Period

There were a two surprises
  1. We began doing local citations for the site around the beginning, but saw no changes in rank or impressions until we started link building to blogs.  We expected to see a clearer correlation between the local directories and search rank than we saw; this was atypical of new SEO projects and we are struggling to explain it.
  2. The keyword that is getting the most impressions happens to be the alt text from the image for this site in our web design portfolio.  What is odd is that it is a nofollow link, but it clearly influenced the indexing of the site.  Wth???

Conclusion

It will take time, but we will rank this site.  It clearly needed a better internal link structure than what we did during the development process, it needs links, and it needs time for those links to “age.”  Eventually, we would like to see this client’s SEO efforts pay off and become a key part of its marketing mix and a driver of its growth as a company.

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Attorney Marketing

Life Insurance Law Marketing

Several years ago, I began working with a life insurance lawyer in Center City, Philadelphia.  This was the first time that I had ever worked with an attorney, and it began my journey into law firm marketing.

Many law practices live and die by their Google rank.  For most of my previous accounts, digital was just one part of the marketing mix; for many lawyers, this one included, it was virtually the entire mix.  There is a clear reason for this; while some areas of practice allow for a firm to establish a long-term relationship with its clients—as a real estate or tax lawyer may—areas of practice like life insurance, personal injury and criminal law force a firm to constantly find new clients.

Given the potentially high payoff of a litigating a successful case, the law firm SEO and PPC  landscape is fierce.  There are paid search keywords that go as high as $150/click and the large firms are spending tens of thousands of dollars a month on SEO and PPC.  We had to deliver results in an extremely competitive environment.

I set out to deconstruct the SEO strategy of competing firms, only to find that every one of them was using blackhat strategies such as comment spamming and paid links.  I had always been under the impression that Google had become good at weeding out these practices, but as I delved further into law firm SEO, I came to find that nothing could be further from the truth.  As I began to take on more and more attorneys, I found that the sites that ranked well fell into one of two categories: firms using blackhat SEO and firms that had full marketing departments with strong relationships with the press.

It seems like the high-risk, high-reward approach of using blackhat SEO to rank law firm websites has been the only way that smaller practices are able to compete with the massive multi-state firms that are all over the news.  As a result, I’ve explained to my clients the risks involved with replicating these strategies and largely steered them towards PPC, while setting aside a small budget to create content to target long-tail keywords.

 

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