Google has introduced a new WordPress plugin which brings insights from Google tools to users’ dashboards.
Site Kit by Google allows users to access information in Search Console, Analytics, AdSense, and PageSpeed Insights from the WordPress admin panel.
“With Site Kit installed, WordPress users can access unified insights and Google product capabilities directly from the WordPress admin panel. Where it is helpful, Site Kit will also provide deep links into Google products for advanced reports and product configuration capabilities.”
Google will release Site Kit to beta testers in early 2019. Those who are interested in the plugin can sign up for the beta version here.
Site Kit doesn’t add any new insights that are not already available in Google’s tools, but it does make them easier to access.
For example, users can navigate to a page on their website and click on the Site Kit button in the admin panel to see stats for that specific page.
The plugin will also notify users when they’ve hit publishing milestones and show combined stats for the most recently published posts.
Google plans to expand Site Kit’s capabilities and integrations in the future based on feedback from beta testers.
While most traditional marketing tactics (for the most part) still hold true in digital marketing today, SEO changes have quite drastically changed the landscape.
Most, if not all, of these changes have helped improve the web – and search, in particular.
Yet, some people still cling to the “old ways” and try to use outdated SEO practices to improve their brand’s organic search visibility and performance.
Some of the tactics worked a few years ago, but now just aren’t as effective as they used to be.
Yet many novice marketers and/or small business owners are still using these “zombie” SEO techniques (tactics that should be dead, but aren’t for some godforsaken reason).
Not only are they ineffective, but many of the 12 outdated SEO practices below are potentially dangerous to the well-being of your brand, websites, and other digital properties.
1. Keyword Abuse
There are so many ways webmasters and “marketers” continue to misunderstand keywords’ role in general SEO initiatives, and how they should be used in the day-to-day strategy.
Let’s take a more granular look at specific types of keyword abuse and mismanagement, including irrelevant usage, writing for a specific keyword density, and keyword stuffing.
Irrelevant Keyword Targeting/Confusion
All too often, novice SEO practitioners try and fit their content and messaging within the confines of their keyword research (and not much else).
These “marketers” will shape the content and its metadata to represent keywords it’s not properly aligned with, nor the proper intent of the users conducting the searches for the high-volume keywords being targeted.
This causes brands to likely lose the attention of readers before ever having the chance to communicate a real message with them.
If the keywords marketed for don’t align with the content on the page, the disconnect will hinder the success of content even if it’s otherwise of good quality.
Don’t try to mislead users and direct them to content that is misrepresented by high-volume keywords in order for increased visibility.
Google knows what this looks like, and it can truly be defined as an obsolete SEO practice (as well as a “black hat” technique, in many instances).
Writing for a specific “keyword density,” like many keyword-focused marketing tactics, is just missing the mark.
Google no longer depends on keyword density (or the ratio of specific keyword usage to the overall page copy) to determine whether a webpage is an effective source for answering a search query.
It is so much more advanced than simply crawling for keywords; search engines like Google use a multitude of signals to determine search results.
While keywords remain important to the topics and ideas they represent, they are not the lifeline for ranking for high-value search queries.
The quality of content and how the messaging is delivered are the lifeline for that.
This is probably the oldest trick in the book.
SEO is about keywords, right?
So, loading up our webpages with keywords — especially the same high-value keyword we are aggressively targeting throughout the website — is going to help us show up higher in search, thus outranking out competition?
Search engines have, for a long time, known what keyword stuffing is and what kind of text combinations are unnatural. They notice these as attempts to manipulate search results and demote the content as such.
Back in the day, webmasters trying to game the system would go as far as putting every keyword variation of a high-value keyword in the website footer or, even more sketchily, make those keywords the same color as the site’s background, effectively hiding them from humans but not the search engine crawlers.
Remember, you’re writing for humans, not search engines.
2. Writing for Robots
It’s important to understand that writing unnatural is, well, not natural.
And search engines know it.
The belief is: writing for the web means we should repeat a subject by its proper name every time it is mentioned, working in variations and plural/non-plural versions of the word so that “all bases are covered.”
When crawled, the crawlers see the keyword repeated, and in several different versions, thus leading the page to rank well for the keyword variations used (over and over … and over again).
This isn’t going to work anymore.
Search engines are advanced enough to understand repeated keywords, their variations, and the unfavorable experience of generally bad content.
Write for humans, not search engine crawlers or any other robot.
3. Article Marketing & Article Directories
Any attempt to game the system doesn’t usually work out in the world of SEO.
But that doesn’t stop people from trying.
Especially when these tactics offer noticeable improvements to a brand, its website, and/or its associated digital properties.
Sure, article directories worked. And they worked pretty darn good for a long time, too.
Commonly considered one of earliest forms of digital marketing, article syndication was low-hanging fruit to those in the know. And it made sense since the idea was similar to other channels like TV and print that already use syndicated content regularly.
But Google eventually caught on, unleashing its game-changing Panda update in 2011.
Panda chewed up the search landscape, targeting content farms and directories, as well as other websites offering crap content (whether it was simply bad/false, horribly written, makes no sense, or stolen from someone else).
The idea behind article marketing doesn’t make sense in today’s world, where your high-quality content needs to be original and demonstrate expertise, authority, and trustworthiness.
4. Article Spinning
Typically done with software, article spinning is the black-hat tactic of trying to recreate quality content using different words, phrases, and organization.
Essentially the end result was a garbled mess of an article that made the same points as the source material.
This one is still biting webmasters many years later.
Like most SEO tactics, if it seems shady, you probably shouldn’t do it.
Buying links is no different.
Once upon a time, it was routine practice to quickly pay to get a high volume of links pointing at your site.
Now we now that backlink profiles need to be maintained and optimized just like the websites we oversee, and low-quality domains with far too many backlinks pointing to a website may be dangerous to a website’s health.
Google can easily identify low-quality sites, and it will also identify when those sites are sending an abundance of links out that they shouldn’t be.
Today if you want to legitimately help boost the authority and visibility of your website, you need to earn links, not pay someone to build them manually.
6. Anchor Text
Internal linking is a characteristic of any good site structure and user experience.
This is typically done with anchor text, an HTML element that allows us to tell users what type of content they can expect if they click on a link.
There are various types of anchor text (branded, naked, exact-match, website/brand name, page title and/or headline, etc.), but some have most certainly become more favorable than others, depending on the usage and situation.
In the past, using exact-match and keyword-rich anchor text were standard SEO best practices.
This goes back to the Golden Rule about producing well-constructed content that is user-friendly and natural.
If you’re optimizing for search engines and not humans, you’re likely going to fail.
7. Obsolete Keyword Research Tactics
Keywords have certainly gone through some drastic changes over the last five to 10 years.
Marketers used to have a plethora of keyword-level data at their fingertips, allowing us to see what works well for our brand and what doesn’t, but also to get a better understanding of idea targeting and user intent.
In the years following, tools popped up that tried to replicate keyword data. But to fully recreate it correctly is simply impossible.
And yet, even with that now-stripped keyword data, marketers are required to do keyword research of their own to get an understanding of the industry, the competition, the geographic region, etc.
To do this, many marketers turn to Google’s free Keyword Planner. While the data in there has been subject to some scrutiny over the years, it’s a free Google-owned product that gives us data we previously couldn’t really come by, so many of us continue to use it (myself included).
But it’s important to remember what the data actually represents for keywords.
“Competition” in the Keyword Planner pertains solely to paid competition and traffic, thus it is practically useless to build an organic search strategy around this data.
Some alternatives to this are the Moz Keyword Explorer tool and SEMrush’s Keyword Magic Tool, both of which are paid tools.
Google Trends is helpful for this type of competitive analysis, too, and it’s free.
8. Pages for All Keyword Variations
This was once a useful tactic to rank well for all the variations of high-value keywords targeted by your brand and its messaging.
Fortunately, algorithm updates like Hummingbird, RankBrain, and others have helped Google understand that variations of the same word are, in fact, all related to the same topic.
The best, most-useful content around these entities should be most visible due to the value it offers users on the topic, not just one variation of the word.
Aside from the fact that this will lead to brutal site self-cannibalization, it makes a website considerably harder to use and navigate since content will be so incredibly similar.
The negative user experience alone is reason enough not to do this. But the added fact that Google knows better than to overlook this practice makes it a no-brainer.
This tactic evolved and eventually helped lead to the inception of many content farms that were targeting traffic solely for their keyword value and visibility.
This was attributed to the “old way” of optimizing a website — for keywords and search engines, rather than users and their intent.
9. Targeting Exact-Match Search Queries
The tactic of targeting exact-match search queries in hopes to rank for those queries solely for the traffic numbers — and not because the search query or its answer actually pertained to the business optimizing for it — became a somewhat popular practice before the full deployment of the Google Knowledge Graph.
Marketers would strive to rank in the top spot for exact-match search queries to trigger a breakout box and an increased click-through rate for their sites.
10. Exact-Match Domains
Having high-value keywords in your URL makes sense. To some extent.
But when it becomes confusing or misleading (i.e., it results in a bad user experience), you have to draw the line.
Considering paying for reviews, getting friends and family to leave reviews, or even a ‘review swap’? Snap out of it! Google Gold Product Expert Jason Brown is here to explain how these schemes could ending up tanking your reviews, and offers some legitimate and proven tactics to generate reviews as alternatives.
Every business wants to increase the number of online reviews that they have. Whether the goal is to have more reviews than the competition, to repair your overall rating or simply to rank in or higher in the map pack, every business is looking into ways to get reviews. But you need to be smart about your strategy or you may find yourself renting reviews.
If Google catches you running an illegal review scheme, and they will, they will delete all of your reviews connected to the review scheme. The FTC also regulates online reviews. Google follows suit and has made review contests a violation of their Terms of Service. Before you stop reading this and say “I won’t get caught,” you need to know that Google receives multiple reports of review schemes every day. Your business could be next.
As a Google My Business Gold Product Expert (formerly the Top Contributor program), I answer business owner’s questions and advise individuals on how to navigate Google My Business issues. On a daily basis, I watch as business after business gets reported for ill-gotten reviews. I’ve seen reports made by marketing professionals, competitors, disgruntled employees, and upset customers.
There is more potential to get caught than there is to hide forever. If you’re like me, and spy on your competition to see what they’re up to, the chances are that one of your many competitors or their marketing company is spying on or monitoring your business.
Review Schemes to Avoid
Review contests are very popular and extremely illegal. The premise of this scheme is to enter the reviewer into a giveaway once they leave a review. I see this a lot with dentists and orthodontists. One dentist ran their review contest twice and both times they were reported to Google.
It doesn’t matter if you say any reviewer can qualify to enter (rather than just positive reviews), the fact that you are offering an incentive for the review violates Google’s TOS and so they will negate the contest.
The dentist in question more than likely received an email from Google advising them to stop the practice, which says “Please note that it is against Google My Business policies to offer or accept money, products, or services to write reviews for a business or to write negative reviews about a competitor.”
I would bet that this email was in the process of being sent as the dentist set up the second review contest.
Discounted or Free Services
You cannot offer a reviewer any discount on services or products in exchange for reviews. One business I’m aware of offered all of their customers a 10% savings on their next purchase for leaving a review, so Google went and deleted two years’ worth of reviews.
I’ve also seen a thread where a business thanked everyone with a free drink after leaving a review. Google deleted over 400 reviews. Those 400 individuals still kept their free drink after their reviews were deleted by Google.
I see review swaps the most in the legal niche. A review swap is basically where “you review me” and “I’ll review you”. I see it a lot when looking at a GMB listings for lawyers. One reviewer, who is also a lawyer, left reviews for several lawyers in different states.
Google’s TOS states, “Your content should reflect your genuine experience at the location and should not be posted just to manipulate a place’s ratings.”
a) don’t reflect a genuine experience
b) are posted to manipulate the ratings
When Google sees reports of these types of reviews, they delete them.
Asking Your Friends and Family for Reviews
This is the worst advice out there and it needs to be stopped. As I stated in ‘review swaps’ above, your friends and family reviews are posted to manipulate your ratings.
I see this a lot: a GMB listing has 7 reviews, all posted 8 months ago, and new reviews ever get posted. Potential customers want to see fresh and relevant reviews. Customers want to know how the business currently is and not how they were a year ago.
Review-gating is not a new policy, but Google has just reiterated their stance on this practice. Review-gating is when a customer fills out a survey and, if they score high enough, they are asked to post a review online, but if the customer scores the business too low, they are asked to provide private feedback only.
When Google receives reports of businesses review-gating, they delete all of their reviews (not just the ones deemed to violate TOS). Your reputation management tool provider doesn’t get dinged, the business’ GMB listing does. They keep your money while all of your reviews are deleted and gone forever.
Remember that you can’t stop an upset customer from posting negative feedback online. They will find a way to share their experience online. You also need negative feedback so that you can grow and improve your business, and also to make your review profile more believable. (100+ 5-star reviews? Something’s up there.).
Receiving reviews is like going to the doctor for a check-up. The doctor will tell you all the positives and the areas you need to improve upon. If your doctor doesn’t inform you that you need to lower your cholesterol, they are doing you a disservice. You also can’t completely stop an upset customer from sharing their feedback. If they are upset enough, they might report you to Google.
What to Do Instead
All of the above review schemes simply don’t work long-term. While they may have quick results, they merely open up your business to a possible fine from the FTC and review deletion from Google.
Google will and does email businesses involved in illegal review schemes. This is not the attention you want from Google. If you give away a television or an iPad to solicit reviews and Google deletes all of your reviews, you’ll realize you just rented reviews for a short time. It would have been cheaper to sign up for BrightLocal’s new Reputation Management tool.
If an iPad costs $329 USD and BrightLocal’s reputation tool costs $8 USD, a business could safely request reviews for 41 months. That is almost 2 years’ worth of legitimate Google My Business reviews that will remain and won’t be deleted by Google.
When it comes to reviews, I tell all new brick and mortar businesses that they should be getting 5 to 10 new reviews per month. This really isn’t that hard if you train your staff to listen to your customers. If a customer says how great the service is, ask them to share that feedback online and leave your business a Google review.
If a business gets 10 customers a day, that’s 50 to 70 people per week. The odds are in your favor to get at least one of those customers to leave you a review online. It’s the law of averages and it will work out in your favor. You and your staff just need to ask.
You can run a contest among your employees to see who can get the most reviews. This can also get your employees to start focusing more on their customer service skills and the level of service they provide. After all, how are you going to get a review if you don’t ask for it?
Don’t Be Afraid of Negative Reviews
Reviews are about the customer experience. They should never be looked at as “I need X amount of reviews to rank higher, have more reviews than my competitor or to repair my reputation”. That’s the incorrect thinking businesses have when it comes to reviews and that thinking is a recipe for disaster.
If you have a “5 stars or bust” mentality, then when your business gets that one negative review (and it will) it will really upset you. I often see business owners get very distraught over one negative review. They plead their case on the Google My Business forum on how:
it’s not fair
we have nothing but 5-star reviews
it’s not a customer
we have no record of the person
it has to be a competitor
…and so they respond in a rude and unprofessional manner to the review publicly.
A negative review is an opportunity to plead your case and get the customer to contact you to resolve the complaint. Google notifies the reviewer of your reply too.
The goal of your reply is to persuade the user to contact you and work out a resolution. As consumers are reading more reviews, they are also reading the replies to reviews. If you sound angry in your reply, it will do more harm than good, and that reviewer will not contact you to resolve the issue.
The bottom line is that your business needs customers to stay in business. If you’re not monitoring your reviews and replying in a polite and professional manner, your potential customers will go elsewhere.
You need to take a deep and serious look at your reviews and address any areas customers are not happy with. One business I have been monitoring for two years officially closed in October 2018. They never addressed the underlying causes of their negative reviews. Instead, they focused on a review scheme to combat the negative reviews. It didn’t work the restaurant wasn’t saved.
Review schemes will not work for your business either. To quote my favorite line from the movie Shawshank Redemption,
Depending on your business, there are a number of different campaigns you could run during the holiday season.
The type of campaign you decide to run will depend on the products and services you offer, and the audience you’re trying to reach. You will also need to consider the type of results you’re looking for, and your overall goals for the upcoming season. Constant Contact email marketing and the new Facebook Ads have been most successful.
To help you get started, we’ve compiled a list of possible campaigns you can try out.
Offer a coupon
The key to a great offer is that it’s compelling enough to get people to act. You can add a coupon to any email and let customers redeem in-store or online.
Contests are a great way to engage your audience and can help generate buzz during the holiday season. Come up with a prize that your customers will love, and encourage them to enter by providing their email address.