But it’s also important to manage the program well. When done right, you can keep stakeholders feeling confident and team members working together on progress.

In this article, I’ll cover:

• Creating a plan
• Onboarding (for consultants)
• The launch meeting
• SEO education for stakeholders
• Being a leader
• Reporting best practices
• FAQ: How can I create and implement an effective SEO program to improve my website’s visibility and search engine rankings?

1. Creating a Plan

It was Benjamin Franklin who said, “If you fail to plan, you are planning to fail.”

The amount of work that goes into crafting a successful SEO program cannot be underestimated. The first and most important step is initial research. This is before you even create a plan.

Here are some steps to consider:

In-Depth Meeting

This is where you’ll get a basic understanding of the business and their goals, where they are at in their SEO or marketing programs and uncover any specific requirements for their SEO campaigns.

Access to Accounts

Of course, you’ll get all the logins and credentials you need to do additional research. This includes the website(s), social media accounts, analytics accounts, PPC accounts and any other relevant platforms.

Baseline Research

Doing a bit of baseline research helps to inform the initial kick-off meetings for the project and the SEO plan.

There will be much more in-depth research to come. This is simply to get a bird’s eye view so you can make recommendations on the program.

Some of the things you can do include:

• A light website audit (a more in-depth one comes later) to see how well the site is currently optimized and performing.
• Review the entire digital footprint of the brand, including social and PPC.
• Target audience research, including quantitative and qualitative research (AYTM is one service you might explore) – this serves as a basis for things like keyword research, content creation and more.

Program Recommendations

Armed with initial data, you are ready to put together a custom strategy that addresses the client’s weaknesses, supports their strengths and creates a roadmap for a thorough SEO program.

Outline overall recommendations for what to do and when including:

• Project milestones
• Deliverables
• Goals
• Key performance indicators (KPIs)
• Priorities, in order of what will move the needle most

As for what you include in your program, some elements of a good SEO program include:

• Analytics set up and configuration like GA4 and Google Search Console. Even if they are already set up, make sure these tools are optimized and working for you to get the data you need. Some businesses outsource this step to vendors that specialize in it. (For more on making the switch to GA4, see: Google Analytics 4 – What It Is and How to Get Started.)
• An in-depth site audit. This is a technical deep dive with expert analysis, not just a report run by SEO tools. You can learn more about what types of audits I believe are best in my article on SEO audits and tools.
• Keyword research. It’s a disservice to hurry this step. It takes time and wisdom to not only uncover the search queries that your target audience uses but also pinpoint the queries that are the most relevant and present the biggest opportunities now and in the future.
• Competitor research. Another big step that takes effort, competitor analysis helps in many ways to shape the SEO program further. I talk about this more in how to do competitor research for SEO.
• Content development. Every good SEO program will lead with quality content. With AI becoming more in fashion these days, it’s important to take the right approach when using these tools. In this step, you’ll present what type of content you will need to compete in the search results (by using a whole-SERP approach) and also how you will make the content helpful and “people first” as Google would say. There’s a lot to unpack here, I would start by reviewing some of my insights on Google’s March 2024 updates.
• Optimization. Present a plan for how you will optimize the site’s pages, based on the research you have conducted on the site, the competitors and priorities. Putting together an SEO checklist for types of webpages across the site can be helpful.
• Linking. A good SEO program looks at all aspects of internal, inbound and outbound links. Strategies include SEO siloing (more on that next), link-earning programs, ongoing backlink management and internal links. Check out my jam-packed guide on internal linking for SEO for more on this step.
• SEO siloing. A great website has a great structure, including its navigation and how the content is organized for users and search engines to make it more relevant. A lot of websites fail to do this step right. When done well, though, it can help create a website that performs better all around. See Five Times When SEO Siloing Can Make or Break Your Search Engine Rankings.
• Technical SEO. This is an area where many brands decide that they need some outside help. Of course, you have crawling tools that can help identify issues with the site, but getting the necessary fixes implemented can be a big hurdle. And some technical SEO projects are big, like improving mobile friendliness, site speed and other core web vitals.

A final note: It’s helpful to share anecdotes of how your recommendations have helped in the past or present case studies from similar websites and support your recommendations with Google’s advice.

2. Onboarding (for Consultants)

If you’re an in-house SEO, you can skip this section. SEO consultants: A quality onboarding process is the foundation of a good working relationship.

With it, there is clarity, and expectations are better established. This means better teamwork.

via GIPHY

Onboarding:

• Integrates clients into the consultancy and vice-versa.
• Helps the client get to know your processes and methodology.
• Establishes communication preferences and channels.
• Takes care of all the admin work, including paperwork, account setups, etc.

See my article at Search Engine Land on how to onboard the right way for more ideas on how to make onboarding an efficient process.

3. The Launch Meeting

The launch meeting is where stakeholders will come together to review the SEO strategy. This is an important meeting to set the tone and get buy-in.

Executives spend almost 23 hours a week in meetings, and 71% of them say they are unproductive and inefficient.

If you run a meeting well, people will remember.

Here are some tips on making the process go smoother:

• You want all the stakeholders to join and sometimes that can be challenging. Waiting for the right date and time to ensure everyone is there is important and ensures no one is left in the dark.
• Create the agenda ahead of time and send it to everyone with plenty of time to review it before the meeting. Specifically, ask them to review it and come armed with questions.
• Allow everyone at the meeting to introduce themselves, what they do and how they will be involved in the SEO program.
• Discuss the program recommendations in a way that everyone (including executives, IT and anyone with no clue about SEO) can understand.
• Open up the floor for questions – you will likely have already anticipated some of the big questions that come up often at the outset of any SEO program.
• Discuss how you will manage the project, including the communication channels you’ll be using and how often you’ll meet.

And for more tips, see my article on six practical ways to get buy-in for SEO. You can also catch my on-demand webinar on the same topic.

4. SEO Education for Stakeholders

Initial and ongoing SEO education for stakeholders can be a game-changer. Why? Because it helps them understand the value of your recommendations.

Research shows that continuing education fosters things like commitment and work performance, and leads to changes in attitudes, behaviors and practices.

This may be something you spearhead or offer, or perhaps you outsource your SEO training elsewhere.

(By the way, you can check out our SEO classes and our SEO training membership site if you’re curious about in-person or virtual SEO training.)

Here at our agency, we put all our clients through our SEO training so they understand SEO best practices and can have more informed conversations with us.

If outsourcing SEO training isn’t feasible, consider building SEO education into your regularly scheduled SEO program meetings, or have “lunch & learns” either in person or on Zooms where you educate on SEO best practices.

Other ways you can build SEO education into the organization include monthly or quarterly SEO news updates. The industry moves fast, and this is a way to keep stakeholders up to date.

Put together an email with relevant news and links to resources to learn more, along with your expert takeaways.

5. Being a Leader

Building your personal brand as an SEO expert requires careful attention to your interactions with stakeholders and colleagues.

Here is some food for thought:

• Make time to provide assistance and guidance for any SEO issues or questions that come up. You might set up a specific day/time during the week and/or a specific communication channel for this initiative, like a Slack channel for SEO advice.
• Set expectations of how long it takes to get back to people when they have questions outside of the regularly scheduled progress meetings.
• Work with team members to problem-solve issues together as they arise, so you can keep the project moving forward and show that you are a team player.
• Always tailor your advice based on the person’s goals, the SEO program’s goals and/or the business goals.
• Record and store everything related to the project (in an organized manner!), so that anyone can refer back to your communications as needed. People forget, and this can save you a lot of headaches.

6. Reporting Best Practices

Make sure to have regular intervals of reporting on KPIs and program progress including any wins big or small. This can help keep stakeholders energized about the program.

Some things you might include in your reporting process:

• An executive summary that summarizes key findings
• Easy-to-understand, visually appealing charts, graphs and numbers
• Data analysis with your expert insights
• Key metrics that track KPIs

Final Thoughts

Whether you’re an in-house SEO or a consultant, the key to a successful SEO program lies in crafting an approach that not only meets but exceeds expectations. Follow the steps in this article to be an SEO champion for your employer or client.

Our SEO experts can work with you to build a successful SEO program that gets real results. Contact us today for a free consultation and let’s discuss how we can help.

FAQ: How can I create and implement an effective SEO program to improve my website’s visibility and search engine rankings?

A well-optimized website is critical for attracting organic traffic and increasing your online presence. Implementing a successful SEO program requires careful planning, strategic execution and continuous monitoring.

Let’s explore some key topics to help you improve your website’s visibility and search engine rankings:

The Importance of SEO: Understand why SEO is essential for your website’s success and how it can impact your overall online visibility.

Conducting Keyword Research: Learn how to identify relevant keywords and phrases that your target audience is using to search for products or services similar to yours.

On-Page Optimization: Discover the fundamental elements that need to be optimized on your website, including title tags, meta descriptions and heading tags.

Content Optimization: Explore techniques to create high-quality and engaging content that not only satisfies user intent but also aligns with search engine algorithms.

Technical SEO: Gain insights into technical aspects such as website speed, mobile-friendliness, site structure and indexing that can significantly impact your SEO performance.

Building High-Quality Backlinks: Learn the importance of acquiring authoritative and relevant backlinks to improve your website’s credibility and rankings.

Local SEO Strategies: Understand the significance of local SEO and discover tactics to optimize your business for local searches and drive local traffic.

Monitoring and Analytics: Explore tools and methods to track your website’s performance, measure SEO success and make data-driven decisions for continuous improvement.

Incorporating these topics will help you build a successful SEO program that lays a solid foundation for improving your website’s visibility and search engine rankings. Remember, SEO is an ongoing process that requires dedication, adaptability and staying updated with the latest trends and algorithm changes.

Step-by-Step Procedure:

1. Clearly outline your objectives and goals for your SEO program, such as increasing organic traffic, improving conversion rates, or boosting sales.
2. Evaluate your website’s current SEO status by auditing its technical aspects, on-page elements, content quality and backlink profile.
3. Use keyword research tools to identify high-potential keywords and long-tail phrases relevant to your industry and audience.
4. Craft compelling title tags, meta descriptions, URLs and heading tags that incorporate your target keywords and accurately describe your content.
5. Develop informative and engaging content that caters to your target audience’s needs, while incorporating your target keywords organically.
6. Focus on acquiring high-quality backlinks from authoritative websites through outreach, guest posting and content partnerships.
7. Optimize your website’s loading time and ensure it is mobile responsive to provide a seamless user experience.
8. Optimize your website for local searches by creating a Google Business Profile, gaining local citations and encouraging customer reviews.
9. Utilize tools like Google Analytics to track your website’s organic traffic, rankings and user engagement metrics.
10. Regularly analyze your SEO performance, identify areas for improvement and make data-driven adjustments to your strategy.
11. Keep an eye on search engine algorithm updates and adapt your SEO techniques to align with the latest best practices.
12. Maintain a consistent content creation and promotion strategy to attract new visitors and retain existing ones.
13. Foster relationships with your audience through social media, email marketing and customer engagement to build loyalty and brand awareness.
14. Seek opportunities to collaborate with influencers or industry experts to gain exposure and enhance your website’s credibility.
15. Continuously monitor your website’s performance, evaluate your SEO efforts and make necessary adjustments to ensure continuous improvement.
16. If you find SEO overwhelming or lack the time and expertise, consider hiring a reputable SEO company to guide you through the process.

By following these steps, you can create and implement an effective SEO program that drives organic traffic, improves visibility and boosts your website’s search engine rankings.

The post What Makes an SEO Program Successful? appeared first on Bruce Clay, Inc..

So, let’s dive in and answer the question, “How can I improve my website rankings through SEO?”

• Why SEO?
• Understanding search engine algorithms and E-E-A-T
• Importance of keyword research
• On-page optimization techniques
• Technical SEO tactics
• The power of content marketing
• Link earning for SEO success
• Dominating the local market with local SEO
• Monitoring performance and analytics
• FAQ: How can I optimize my website for better search engine rankings using SEO?

Why SEO?

SEO is the key to unlocking the potential of your website. By optimizing your web pages and content, you help search engines understand your website’s relevance to user queries.

This translates to higher rankings on search engine result pages to reach your target audience and drive more organic search traffic.

Studies show that the majority of traffic goes to sites that rank in the first three positions in the search results.

Understanding Search Engine Algorithms and E-E-A-T

Understanding how search engine algorithms work is essential for effective SEO.

For example, knowing how Google’s Search Quality Rater Guidelines work as a feedback loop for the algorithm is helpful.

These guidelines outline principles such as E-E-A-T (experience, expertise, authoritativeness and trust), which help guide a sustainable and successful SEO strategy.

At the end of the day, no matter what SEO strategies you apply, ethical SEO practices are critical for long-term success.

By working within the guidelines of the search engines and focusing on the end user, you build trust with your target audience and the search engines. This results in becoming more relevant for a searcher’s query and ranking higher in the search results.

Read more: The Complete Guide to the Basics of E-E-A-T

Importance of Keyword Research

Keyword research is one of the first steps in a successful SEO strategy.

By identifying and analyzing the keywords your target audience is using, you lay a strong foundation for your content strategy so that you deliver the right content the moment your customers are looking for it.

Advanced AI tools can even predict future keyword relevance, giving you a competitive edge in the digital landscape.

Read more: What Are Keywords? Why Are Keywords Important to SEO? And How Do You Do Keyword Research?

On-Page Optimization Techniques

There are countless variables in Google’s ranking algorithm, and those variables change based on the page that Google is evaluating.

So investing in the on-page techniques that matter to your website (driven by factors like the top-ranked competition and best practices) can significantly boost your rankings.

Read more: The Always Up-to-Date SEO Checklist

Technical SEO Tactics

Technical SEO works to make sure the website runs smoothly behind the scenes for both users and search engines.

This includes things like mobile optimization, page speed and performance, robots.txt, XML sitemaps, content architecture through SEO siloing and more. This step cannot be overlooked to compete in the search results.

Read more: Technical SEO vs. On-Page SEO – The Differences

The Power of Content Marketing

Every good SEO strategy has a powerful content program behind it. With high-quality, relevant content, you can attract and engage your target audience.

And, when combined with effective SEO, it can propel your website to new heights. Search engines will recognize those sites that put effort into their content.

Read more: 5 Steps To Help Writers Create Expert Content for SEO

Link Earning for SEO Success

Though links play less of a role today than they once did, earning links through quality content and other acceptable methods can help boost your website’s authority.

What matters is quality over quantity. Sites with fewer but higher quality links can outpace their competition in the search results.

Read more: The New Link Building Manifesto: A Complete Guide to Earning Links That Count

Dominating the Local Market with Local SEO

Ninety-eight percent (98%) of consumers used the Internet to find information about local businesses in 2023. (That number is likely to remain unchanged in 2024.) If you’re a local business looking to attract more customers, local SEO is your solution.

Read more: Checklist for Local SEO

Monitoring Performance and Analytics

Keeping track of your website’s performance is vital as you implement SEO strategies.

Monitoring your rankings and organic traffic, understanding SEO performance through analytics and keeping an eye on your competitors will help you refine your strategies and stay ahead.

Read more: The Top SEO Software That Experts Use Every Day

If you’re struggling to improve your website rankings, our SEO experts can help. Schedule a free consultation today to talk about how we can get you more qualified traffic, higher search ranking and increased revenue.

FAQ: How can I optimize my website for better search engine rankings using SEO?

Search engine optimization (SEO) plays an essential role in driving organic traffic to your website. By implementing effective SEO strategies, you can enhance your website’s visibility on search engine result pages (SERPs) and attract more potential customers.

Here are some key insights and tips to help you optimize your website for better search engine rankings using SEO:

Understand the Importance of Keywords: Keywords act as the foundation of SEO. Research and identify relevant keywords that align with your website’s content and target audience. Utilize keyword tools to determine search volume and competition, aiming for a balance between highly searched terms and reasonable competition levels.

On-Page Optimization Techniques: Implementing on-page SEO techniques will improve your website’s visibility to search engines. This includes optimizing title tags, meta descriptions, headers and URL structures with relevant keywords. Ensure your content is compelling, informative and unique to engage both users and search engines.

Create High-Quality and Engaging Content: Publishing high-quality content is vital for SEO success. Write informative articles, blog posts and other valuable content that answers user queries and addresses their pain points. Incorporate relevant keywords naturally within your content and strive for a balance between readability and keyword optimization.

Build a Solid Backlink Profile: Backlinks from authoritative websites significantly impact search engine rankings. Develop a comprehensive link-building strategy to acquire high-quality backlinks. Reach out to relevant industry influencers or websites for guest blogging opportunities or collaborations. Producing exceptional content will naturally attract backlinks.

Enhance Website Speed and Mobile Responsiveness: Website performance is a crucial aspect of SEO. Optimize your website speed by minimizing file sizes, leveraging browser caching and utilizing content delivery networks (CDNs). Additionally, ensure your website is mobile-friendly, as mobile optimization is essential for ranking well on search engines.

Utilize Local SEO Techniques: For businesses targeting a specific geographic area, local SEO is vital. Claim and optimize your Google My Business listing, ensuring accurate business information, customer reviews and consistent NAP (Name, Address, Phone number) details across all platforms.

Leverage Social Media: Social media engagement indirectly impacts SEO. Promote your content on popular social media platforms to attract a wider audience and encourage social signals (likes, shares, comments) that can positively influence search engine rankings.

Monitor Performance and Adapt: SEO efforts are not a one-time task; ongoing monitoring and adjustments are necessary for optimal results. Regularly analyze your website’s performance using tools like Google Analytics and Search Console. Continuously monitor keyword rankings, traffic sources and user behavior to identify improvement areas.

Remember, SEO is an ever-evolving field, so stay informed about recent trends and algorithm updates to maintain your website’s search visibility.

Step-by-Step Procedure:

1. Perform comprehensive keyword research using tools like SEMrush, Ahrefs, or SEOToolSet®.
2. Analyze competitor keywords and identify opportunities for optimization.
3. Develop a content strategy based on target keywords and user intent.
4. Optimize meta tags, headers and URLs with relevant keywords.
5. Implement schema markup to enhance search engine visibility.
6. Monitor website performance using Google Analytics and Search Console.
7. Identify and fix technical SEO issues such as broken links and redirects.
8. Utilize local SEO tactics if targeting a specific geographic location.
9. Create high-quality, shareable content to attract natural backlinks.
10. Engage with your audience through social media and encourage user-generated content.
11. Regularly audit and update your SEO strategy to adapt to algorithm changes.
12. Implement structured data markup for rich snippet appearance in search results.
13. Collaborate with influencers or industry experts for content promotion.
14. Conduct A/B testing to optimize website conversion rates.
15. Implement HTTPS security protocol to build trust with users and search engines.
16. Monitor and analyze SEO performance metrics to track progress and make data-driven decisions.
17. Implement advanced link building tactics such as guest posting and resource link building.
18. Optimize images and multimedia elements for faster loading times.
19. Utilize Google My Business for local SEO optimization and increased visibility.
20. Generate and submit an XML sitemap to search engines for better crawling and indexing.
21. Implement responsive web design for seamless user experience across devices.
22. Use alt tags for images to improve accessibility and keyword relevancy.
23. Integrate social share buttons to encourage content sharing and enhance visibility.
24. Stay updated on the latest SEO trends and algorithm updates to maintain a competitive edge.

Follow these steps to fully optimize your website for better search engine rankings, drive more organic traffic and attract potential customers to your online presence.

The post How Can I Improve My Website Rankings Through SEO? appeared first on Bruce Clay, Inc..

I’ve observed a massive evolution in my 28 years of experience in SEO. I’ve seen how it can positively impact not just websites, but the businesses and people who run them.

In this article, I’ll go over an introduction to SEO, including basic concepts:

• What is SEO?
• What’s involved in SEO?
• What you need to know about SEO
• FAQ: What are the best SEO practices for a successful digital marketing strategy?

What Is SEO?

Search engine optimization (SEO) is a strategic marketing discipline that increases a website’s visibility in search engine results pages (SERPs).

SEO is crucial because higher visibility in search results typically leads to more traffic and potential customers for a business.

What’s Involved in SEO?

SEO encompasses a wide range of practices and techniques. These include:

Research and Strategy

Effective SEO requires comprehensive market research, detailed competitor analyses and alignment with clearly defined business objectives (whether it’s increasing traffic, driving sales or boosting brand visibility).

A solid SEO program begins with a deep dive into a website and the business. Understanding the unique needs and challenges of your target audience is critical.

Then, an in-depth technical SEO audit is the first best step, as it gives essential insights into what’s hindering search engine success.

Keyword research uncovers the queries your audience is using when searching for what you have to offer.

And competitive analysis comes next to get a clearer picture of what’s needed to succeed in the search results based on the competition.

Technical SEO

This aspect of SEO focuses on creating a website that is easy for users and search engines to navigate.

It includes ensuring fast load times, mobile responsiveness, secure connections, content architecture, internal linking and more.

Anything that has to do with the performance of a website falls under technical SEO.

Content Development

Content is the backbone of any good SEO strategy.

Creating high-quality content means ensuring the content is engaging, relevant and aligned with what users and search engines are looking for.

Content for SEO must be helpful, backed by first-hand expertise and answer the intent of the query completely.

On-Page SEO

On-page SEO involves optimizing webpages and their content for search performance and ease of reading, crafting compelling meta tags, optimizing images for search, using heading tags properly and much more.

Off-Site SEO

This aspect of SEO involves building credibility and authority in other ways.

Key activities include earning and managing high-quality backlinks and using brand marketing techniques, public relations and social media as complementary tools for SEO success.

What You Need to Know About SEO

There are three things you need to know about SEO to create your SEO “mindset:”

1. SEO isn’t a one-size-fits-all solution.
2. SEO is not static; it’s an ongoing process.
3. SEO requires a constant finger on the pulse.

SEO Isn’t a “One Size Fits All”

Different types of SEO, like local SEO and national or global SEO, cater to varying business needs.

Local SEO focuses on optimizing your online presence to attract local customers, while broader SEO strategies aim for a wider, perhaps international reach.

Crafting a successful SEO strategy requires customization based on comprehensive market research, an in-depth understanding of the competitive landscape and a keen grasp of the target audience’s needs and pain points.

A tailored approach is key, whether it’s to enhance visibility in local search results or to achieve a dominant position on a national level.

SEO Is Not Static; It’s an Ongoing Process

Search engines continually update their algorithms to provide more accurate and relevant results to users.

New competitors enter the market. The economy fluctuates, and current events impact society.

Therefore, SEO strategies must evolve and adapt to these changes to maintain or improve a website’s search ranking.

SEO is not and will never be a one-and-done thing.

SEO Requires a Constant Finger on the Pulse

To stay ahead in SEO, continuous learning and innovation are crucial. The field is dynamic; staying still means falling behind.

This involves keeping abreast of industry trends, algorithm changes and emerging technologies.

Regular research, strategic planning, consistent content creation, testing, performance monitoring and program evaluations are essential.

Final Thoughts

Creating an effective SEO program is like planning a grand adventure. It starts with setting clear, measurable roadmaps and being flexible to adapt to changes.

SEO is also a field that demands commitment. Embracing SEO’s dynamic nature is the key to sustained success. It’s a continuous process rather than a one-time task.

While it can be challenging, the payoff is big: traffic, customers, revenue and a positive impact on your livelihood and the livelihoods of those you employ.

We’ve helped thousands of companies succeed at SEO for over 28 years. If you’re in need of more website traffic, leads, sales, customers and revenue, reach out to us today for a free consultation.

FAQ: What are the best SEO practices for a successful digital marketing strategy?

An effective SEO strategy is critical for the success of any digital marketing campaign. So, what are the best SEO practices to ensure your digital marketing strategy yields great results? Let’s dive into the key aspects you need to focus on:

Keyword Research: Start by identifying relevant keywords and phrases that your target audience uses when searching for products or services like yours. This will guide your content creation and optimization efforts.

On-Page Optimization: Optimize your website’s meta tags, headings, URLs and content with the identified keywords to improve its visibility in search engine rankings.

High-Quality Content: Creating exceptional content is vital for SEO success. Craft informative, engaging and relevant content that caters to your audience’s needs, incorporates keywords naturally and encourages social sharing.

Link Building: Build a strong backlink profile by earning high-quality links from reputable websites. Seek partnerships, guest posting opportunities and shareable content to enhance your online presence.

Mobile Optimization: With the increasing use of mobile devices, ensure your website is mobile-friendly, loads quickly and provides a seamless user experience across different screen sizes.

User Experience: Focus on delivering an exceptional user experience by improving website navigation, reducing bounce rates and addressing user queries effectively. Satisfied users are more likely to convert and engage with your brand.

Social Media Integration: Leverage the power of social media to amplify your content, engage with your audience and attract organic traffic to your website.

Local SEO: If you have a brick-and-mortar business, optimize your website for local searches by including location-specific keywords, creating Google My Business listings and securing positive reviews.

Implement these best SEO practices to create a strong foundation for a successful digital marketing strategy. Remember to analyze your efforts regularly, adapt to changing search algorithms and stay current with the latest SEO trends for continued success.

Step-by-Step Procedure:

1. Start by conducting thorough keyword research to identify relevant keywords for your industry.
2. Optimize your website’s meta tags, headings, URLs and content by incorporating the identified keywords.
3. Create high-quality content that is informative, engaging and shareable.
4. Build a strong backlink profile by earning links from reputable websites.
5. Ensure your website is mobile-friendly and offers a seamless user experience.
6. Improve website navigation and address user queries effectively.
7. Leverage social media platforms to amplify your content and engage with your audience.
8. Optimize your website for local searches if you have a physical location.
9. Regularly analyze your SEO efforts and adapt to changing algorithms.
10. Stay up to date with the latest SEO trends and best practices.
11. Continuously monitor and measure your digital marketing strategy’s performance.
12. Adapt your strategy based on the results obtained.
13. Utilize analytics tools to gain insights into user behavior and preferences.
14. Keep refining and improving your content to stay relevant and authoritative.
15. Engage with your audience through commenting, responding to reviews and interacting on social media.
16. Collaborate with influencers in your industry to expand your reach and credibility.
17. Stay connected with the SEO community to learn from experts and exchange knowledge.
18. Conduct competitor analysis to identify opportunities and stay ahead in the market.
19. Regularly perform SEO audits to identify and fix any issues that might be hindering your strategy’s success.
20. Embrace a continuous learning mindset and adapt accordingly to drive ongoing success.

The post What Is SEO? appeared first on Bruce Clay, Inc..

Google told Search Engine Land it would reduce unhelpful content in the search results by up to 40%.

In addition to sites that were negatively impacted by the core update, Google unleashed a slew of manual actions on sites that violated its most current spam policies.

Some sites were completely de-indexed. Many of these sites were likely driven by AI content.

via GIPHY

After an initial analysis of the updates and Google’s documentation, I am going to share what’s going on with a large part of the latest updates. In this article:

The Focus Is Largely on AI Content

Are you using AI content for your website? Now is a good time to evaluate your methods (if Google hasn’t already done that for you in its latest core update.)

If you sailed through this last update, does that mean you are immune? Probably not. Google’s algorithms continue to evolve, and Google’s main goal is to take out the trash.

With the rise in popularity of AI content in recent times, Google knew it had a looming problem on its hands.

I discussed at Search Engine Land a while back that AI content could create a world where the quality of an answer in the search results would be average at best — only as good as the AI would allow.

If you consider that many AI content tools are connected to the web, the AI is reading its own generated content to come up with ideas for more generated content.

Google has faced quality problems like this before. Over the years, Google has combated many different tactics that degrade its search results.

This is just another example of something that has become “spam” – AI content. But there are still ways to do it right.

What Google Is Now Saying About AI Content

So what did Google have to say about AI content in its recent announcements?

Here, Google talks about how it is addressing the “abusive behavior” of using AI content:

To better address these techniques, we’re strengthening our policy to focus on this abusive behavior — producing content at scale to boost search ranking — whether automation, humans or a combination are involved.

There’s a lot to unpack in that one statement. Let’s break it down.

Producing Content to Rank: Is It Spam?

Google says it is targeting content at a scale that’s intended to boost search rankings.

But isn’t all content created for SEO intended to rank?

Google has an opinion, but doesn’t go into too much detail:

There are some things you could do that are specifically meant to help search engines better discover and understand your content. Collectively, this is called “search engine optimization” or SEO, for short. Google’s own SEO guide covers best practices to consider. SEO can be a helpful activity when it is applied to people-first content, rather than search engine-first content.

It sounds like what Google is saying is that SEO is an afterthought.

Google seems to downplay SEO so that people follow its guidelines for creating helpful content first, then tack on SEO to make it perform better.

Sounds logical.

Except we all know that SEO isn’t just an add-on and that we first start with keyword research and trending topics to capitalize on the success of content before creating new content.

So, again, the question is: Aren’t we already producing content to boost search rankings?

Here’s what I think: Automated mass production of content with no regard for adding value is the problem.

Human-Edited AI Content: Is It Spam?

Google says it’s targeting websites with content that is totally automated, written by humans or a combination.

So AI content can be bad even when there is a human touch to it. That means if you are using AI tools, tread carefully.

AI tools are not inherently bad but abusing them is.

Here, Google talks more about the idea of “scaled content abuse”:

The first bullet is key: You can use AI tools all you want, and you can edit AI-generated content all you want, but if you’re not adding something unique – an expert perspective, personal experience, etc., then your content could be a fair target for Google enforcing its spam policies.

The third bullet elaborates: Don’t use AI tools that merely stitch together the information in the search results into a new article without adding some extra value.

It is fine to take keywords, make a list, make a unique outline, and from there devise your own content … just do not plagiarize or create generic content.

Even before the use of AI, content creators would look at the top-ranked pages as research for what they write.

However, even that has potentially caused an existential crisis for Google. Others have written about the downward spiral of the quality of the search results, and Google has been ramping up efforts to surface better content.

In a nutshell, you need to have something original, regardless of how you create the content.

The main point here is to differentiate your content. What is happening with AI content is generic content that doesn’t add anything new to the conversation.

So, What Is Content Spam Now?

Google’s job is to weed out the garbage no matter how the content is created. So it will lean heavily on its algorithms to identify what is quality content.

Google has taken many approaches to this in the past, and it will continue to evolve. In its latest iteration, Google has clarified what spam content is, and had this to say recently about AI content and new spam policies:

What methods might Google use to further determine quality?

Many things. Perhaps high bounce rates, poor sentiment in reviews, low site trust, a high degree of similarity to other documents, no inbound mentions and lack of website maintenance.

Google also had this to say:

SEL spoke to Google, and a Google rep clarified:

What are examples of pages that pretend to have answers but fail to deliver? Tucker [a Google rep] explained that those are the pages that start off by stating it will answer your question, lead you on with low-quality content, and never end up giving you the answer to your questions:

• “Our long-standing spam policy has been that use of automation, including generative AI, is spam if the primary purpose is manipulating ranking in Search results. The updated policy is in the same spirit of our previous policy and based on the same principle. It’s been expanded to account for more sophisticated scaled content creation methods where it isn’t always clear whether low quality content was created purely through automation.”
• “Our new policy is meant to help people focus more clearly on the idea that producing content at scale is abusive if done for the purpose of manipulating search rankings and that this applies whether automation or humans are involved.”

Surviving Google’s Algorithms

We are in the midst of another shift in SEO, where we continue to define quality.

There is no room for flying low under the AI radar or it’s a certain crash. It’s vitally important that organizations remain white-hat current on changes related to SEO requirements to remain visible and relevant within search results.

Assess and Pivot

For the near future, protection is job No. 1. Navigating changes in search algorithms requires businesses to periodically reevaluate their SEO tactics.

We recommend comprehensive SEO audits to surface any current or potential threats.

Adjusting to algorithm updates, adapting to rules as they change, and abandoning manipulative tactics even if they once worked are all key parts of maintaining high rankings in search engines.

Adopt Best Practices

Adopting best practices is indispensable to top rankings. Just because it is an SEO practice in your industry, doesn’t mean it is good.

Yes, that’s a bit obvious but if everyone did it then there would not be chaos over these updates.

The zone of acceptance is like a water balloon – shifting shape as the rules change. Adhering to core principles can make you almost immune to algorithm updates.

Create Quality Content

Quality content remains key in building a lasting online presence.

By producing user-centric content that offers something unique and of value, you can build trust, authority and credibility within your niche, not only helping with algorithm changes but also strengthening your overall online presence.

Spend time thinking about and creating helpful, people-first content.

Relevant topics are key for maintaining audience engagement and producing high-quality content that resonates with audiences.

By understanding your target audience’s needs and conducting extensive research using SEO tools, you can quickly locate trending or pertinent subjects that resonate with them.

But just be sure you are adding something unique to the conversation, and it’s not a “copy/paste/reword” approach.

See my AI content beginner’s guide if you want to continue leveraging AI’s benefits in your content creation.

Track Progress

Taking a set-it-and-forget-it approach to publishing content will harm you in the end.

As Google releases core updates, you need to understand how your site is faring after the dust settles.

You must use analytics tools to see what is working. Monitor progress, identify issues and pivot as needed.

Have you been impacted by Google’s March updates? Our SEO experts can help you get your SEO program back on track. Reach out to us today.

FAQ: How can businesses search rankings survive Google’s explosive March core and spam updates?

Google’s constant algorithm updates can wreak havoc on a business’s search rankings. But there are strategic tactics you can implement to ensure your website survives the explosive March core and spam updates (and any future update). Let’s go over them:

Understand Google’s updates: Familiarize yourself with the specific changes introduced in the March core and spam updates. Stay updated on the latest algorithm adjustments to align your SEO strategy accordingly.

Enhance website content: Craft high-quality, engaging content that caters to your target audience’s needs. Provide valuable information, incorporate relevant keywords (including variants and stemmed versions) and consider search intent to rank higher.

Focus on site speed: Google prioritizes fast-loading pages, as user experience is paramount. Optimize your website speed by compressing images, minifying code and leveraging caching techniques.

Improve mobile experience: With mobile devices dominating search, ensure your website is mobile-friendly and responsive. Design intuitive navigation, optimize images and make sure your content is easily readable on smaller screens.

Build authoritative backlinks: High-quality backlinks from reputable websites signal trustworthiness to Google. Implement a robust link-building strategy, focusing on acquiring links from relevant and influential sources.

Optimize on-page elements: Pay attention to on-page elements like meta tags, title tags, headers and URLs. Include primary and related keywords naturally, providing search engines with clear signals about your content.

Leverage social media: Engage with your audience on relevant social media platforms. Sharing and promoting your content can increase visibility, reach and potentially attract natural backlinks.

Monitor and analyze performance: Utilize web analytics tools to track your website’s performance and make data-driven decisions. Regularly monitor keyword rankings, organic traffic and user behavior to identify areas for improvement.

Businesses need to be proactive and adaptable to survive Google updates. Implementing these tips will help safeguard your search rankings and maintain visibility.

Step-by-Step Procedure:

1. Stay up-to-date with Google’s algorithm updates, including the March core and spam updates.
2. Analyze your website’s content and improve its quality, relevance and optimization for targeted keywords.
3. Conduct keyword research to identify primary and related keywords to incorporate throughout your website.
4. Evaluate your website’s speed and optimize it by compressing images, reducing server response time and leveraging caching techniques.
5. Ensure your website is mobile-friendly and responsive, providing a seamless experience across all devices.
6. Implement a comprehensive link-building strategy to acquire high-quality backlinks from authoritative websites.
7. Optimize on-page elements such as meta tags, title tags, headers and URLs, incorporating target keywords effectively.
8. Engage with your audience on social media platforms, sharing and promoting your content to increase visibility and attract natural backlinks.
9. Monitor your website’s performance using web analytics tools, tracking keyword rankings, organic traffic and user behavior.
10. Analyze the data to identify areas for improvement and make necessary adjustments to your SEO strategy.
11. Continuously monitor and stay updated on the latest trends and best practices in SEO.
12. Regularly audit your website for technical SEO issues, such as broken links, duplicate content, or improper redirects, and resolve them promptly.
13. Stay proactive in optimizing your website’s loading speed by regularly monitoring and optimizing page elements.
14. Constantly evaluate and adjust your content strategy to match search intent and deliver valuable information to your target audience.
15. Stay engaged in your industry by participating in relevant forums, guest blogging, or collaborating with influencers to increase your online presence.
16. Consider hiring a reputable SEO agency or consultant for professional guidance and support.

Remember, surviving Google’s updates requires continuous effort and adaptation. Follow these steps to ensure your search rankings remain strong amidst algorithm changes.

The post Google’s Explosive March Updates: What I Think appeared first on Bruce Clay, Inc..

Because they play such an important role, it’s key for e-commerce sites to get this piece right.

That said, there are three areas to pay attention to when it comes to product reviews, SEO and conversions:

1. Product reviews on your site from user-generated content.
2. In-depth product reviews like articles written by your company or by third parties.
3. Product review management.

I’ll go over these in more detail next. Use the links to jump to a section:

• Product reviews from user-generated content
• In-depth product reviews
• Product review management
• FAQ: How can user-generated content like product reviews increase organic traffic and conversion rates?

1. Product Reviews from User-Generated Content

While it can be scary letting people have free reign to discuss your products (and it can hit closer to home if you are also the manufacturer of those products), ultimately, it can boost conversions.

This is true even when there are negative reviews. One study by Bazaarvoice found that (60%) say negative reviews are just as important in their decision to buy because they contain more pros and cons than positive reviews.

Another study by Spiegel Research Center found that “the purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.”

And yet another example is a study that found user-generated content like product reviews more than doubled the conversion rate for certain types of goods.

That same study found that organic traffic grew over nine months simply by adding in customer reviews.

So encourage your customers to leave reviews after they buy something. Or consider other ways to get online reviews like sending samples of a product in exchange for honest reviews, like Petco did.

In that campaign, Petco experienced an 80% boost in organic traffic, in addition to a lift in conversions.

Then, make sure reviews are displayed prominently on your product page by showing star ratings and testimonials.

You can check out how Zappos.com handles star ratings at the top of their product pages, and then the customer reviews at the bottom of the pages, which is a common way e-commerce sites approach it:

Part of incorporating reviews well means using structured data to help search engines better understand those reviews.

Using the right schema can also enhance a product page’s search results listing, which can make it more compelling for someone to click through to a website.

You can learn more about “product” schema from Google’s help file here or on Schema.org here.

2. In-Depth Product Reviews

Product reviews on e-commerce platforms now feature another aspect: in-depth product reviews.

Over the past several years, Google has taken steps to curb such content, ranking only high-quality reviews higher.

In 2022, Google launched its reviews system to “better reward high-quality reviews, which is content that provides insightful analysis and original research and is written by experts or enthusiasts who know the topic well.”

Google continues:

How does this impact e-commerce sites? A couple of ways.

First, if you are creating your own product reviews on your website, take care to follow Google’s recommendations for creating great product reviews. You can also check out its Search Quality Rater Guidelines for more information on what makes a quality review.

Secondly, if you have partnerships where people may be writing reviews about your products, like influencer partnerships, for example, know that the quality of those reviews will impact their rankings, which can ultimately impact your conversions.

A little training in this area for either scenario can ensure everyone involved protects the credibility of the reviews and keeps them performing well.

3. Product Review Management

It’s important to respond to reviews, especially if they’re bad. This shows your customers that you care about their opinions and that you’re there to help.

Bazaarvoice data (linked earlier) shows:

• About a third of shoppers expect businesses to publicly respond to their reviews, regardless of whether their review is positive or negative.
• Forty-eight percent (48%) say brands responding to reviews improves their odds of buying the product.
• Shoppers want to see businesses use their reviews, both positive (25%) and negative (38%), to make product improvements.

Product review management can build trust. And trust is important to Google. The general sentiment towards your brand could potentially be a trust signal with Google.

We had a client that seemed to be doing nearly everything right with their SEO program. However, their online sentiment was entirely negative – they had bad reviews that were left unmanaged and a bad rating with the BBB.

We believe this poisoned their brand and their trust factor. I discussed this previously in an article on sentiment being an SEO trust signal.

Then I went more in-depth on how to use sentiment analysis to strengthen SEO trustworthiness, where I highlighted how to get sentiment data and then how to use it, including:

• Using it in SEO audits to get a bigger picture of how the brand is doing online
• Tracking the success of campaigns and spotting potential issues
• Addressing customer complaints
• Rewarding happy reviewers

At the end of the day, customers want to see the good and the bad about products. And it builds trust when businesses show they care by responding to the comments, as well as taking the suggestions to heart.

Final Thoughts

Reviews are an integral component of any e-commerce website.

E-commerce businesses should invest significant effort and time to perfect this area. When they do, they can see positive impacts on their SEO program and conversions.

FAQ: How can user-generated content like product reviews increase organic traffic and conversion rates?

User-generated content is an effective strategy for driving organic traffic and conversion rates. Product reviews can have an enormously beneficial effect on any online business’s success.

Let’s look at how user-generated material, particularly product reviews, can increase both organic traffic and conversion rates.

Building Trust and Credibility: User-generated content, such as authentic product reviews, plays a crucial role in building trust and credibility among potential customers. Positive user reviews can increase conversion rates.

Encourage your customers to leave honest reviews about their purchases to build up your brand and draw new visitors to your site.

Enhancing Search Engine Visibility: User-generated content, including product reviews, has a positive impact on organic traffic.

Search engines value fresh, relevant content, and user-generated reviews contribute to this aspect. When customers leave reviews with relevant keywords and phrases, it enhances the visibility of your website in search engine results.

This increased visibility drives more organic traffic to your site, exposing your products or services to a wider audience.

Generating Social Proof: Consumers today tend to put greater stock in opinions and experiences shared by their peers, and social proof provided by user-generated content such as product reviews can be an effective tool in shaping the purchasing decisions of potential customers.

Positive reviews act as endorsements and recommendations, creating a sense of authenticity and reliability around your brand. By showcasing user-generated content prominently on your website, you can harness the persuasive power of social proof to drive conversions.

Leveraging User-Generated Content for SEO: Integration of user-generated content (particularly product reviews) into your SEO strategy can produce remarkable results.

Structured data, schema markup and other elements play a pivotal role in helping search engines index and interpret this type of user-generated material. Implementing the appropriate schema markup can result in rich snippets and enhanced search result listings, increasing the click-through rate and attracting more organic traffic.

Content created by users can have an enormously positive effect on organic traffic and SEO. You can take advantage of user-generated material by encouraging customers to post reviews on your website, prominently display them and implement structured data to search engines.

Step-by-Step Procedure: Leveraging User-Generated Content to Boost Organic Traffic and Conversion Rates

1. Encourage customers to leave product reviews after making a purchase.
2. Implement a user-friendly review system on your website to facilitate review submission.
3. Regularly monitor and moderate user-generated content to ensure authenticity and relevance.
4. Showcase positive reviews prominently on your product pages to build trust and credibility.
5. Use relevant keywords and phrases in your product review requests to enhance search engine visibility.
6. Implement structured data and schema markup to help search engines understand and index user-generated content effectively.
7. Optimize your website’s metadata and tags with relevant keywords from user-generated reviews.
8. Encourage customers to post reviews about your business on social media platforms like Twitter.
9. Give prompt and positive responses to both positive and negative customer feedback.
10. Create social proof by sharing user-generated content such as testimonials and reviews across your marketing channels.
11. Utilize user-generated content as part of your email marketing strategies to increase click-through rates and clicks-per-open rates.
12. Collaborate with industry experts and influencers to produce high-quality user-generated materials.
13. Consider offering discounts or points of loyalty to customers who provide reviews on products.
14. Be sure to update and optimize your product review system regularly to provide users with an enjoyable experience.
15. Utilizing analytical tools and KPIs, you can monitor the effects of user-generated content on organic traffic, conversion rate and other key metrics.

Follow these steps to enhance the effectiveness of user-generated material, organic traffic, conversion rates and brand engagement.

The post 3 Types of E-commerce Product Reviews for SEO + Conversions appeared first on Bruce Clay, Inc..

In this mini SEO copywriting course, I rounded up some of our best “101”-type articles on SEO copywriting, so you can get a crash course on content for SEO:

What Is SEO Copywriting?

SEO copywriting is the practice of creating content for both users and search engines. SEO copywriting blends conventional writing techniques with digital and SEO best practices. The main goal is to create content that performs in the organic search results.

Creating quality content is the backbone of SEO. But sometimes, it’s not enough to compete in the organic search results. This is why all website publishers should do their best to optimize the content they create.

Of course, content performance doesn’t just fall on the shoulders of content creators. There are a lot of other considerations that only an experienced SEO will be able to guide you on. But a little effort in the area of SEO copywriting can go a long way when it comes to bringing in traffic to a website.

So, now that we’ve covered the basics, you can explore the following articles in this mini SEO copywriting course to learn more …

What Are Keywords?

A big part of your SEO copywriting success is choosing the right keywords. Learn what keywords are and why they are important to SEO.

How to Write SEO Content

Follow this five-step approach to learn how to write SEO content, which includes identifying your audience, defining your goals, assigning keywords, writing unique content and finally, optimizing the content.

Complete Guide to the Fundamentals of Google’s E-E-A-T

Rule No. 1 in SEO copywriting: Make it quality. But what is “quality”? Google has a few thoughts on that, which are outlined in its Search Quality Rater Guidelines. ​​Get a better understanding of what it means to create content with experience, expertise, authority and trust (E-E-A-T) in this guide to E-E-A-T basics.

What Makes a Webpage Quality

You have two audiences to please when you create a webpage: humans and search engines. So learn the different facets of what makes a webpage quality, which includes things like E-E-A-T, journalistic integrity, content optimization and technical SEO.

Mastering Content Quality

When you’re ready to go beyond the basics of content quality, check out this guide on how to master content quality (my article at Search Engine Land) for more, including tips such as:

• Getting rid of logical inconsistencies
• Mastering persuasive writing
• Offering unbiased information
• Reviewing AI-generated content
• Ensuring data accuracy
• Keeping information current
• Mastering grammar
• Formatting for readability
• And 35 questions to ask before publishing

AI Content Creation Beginner’s Guide

Using AI content generation in SEO programs is gaining more and more traction. But how do you use AI ethically and in a way that produces quality content? Check out my beginner’s guide to AI content creation at Search Engine Land for a deep dive into AI content and search engines, including a five-step process of using AI content to retain integrity.

How to Craft a Headline That Gets More Clicks

One of the last steps in finalizing an article is thinking of a good headline. A good headline will attract more traffic to your website from the search results. A bad one will be ignored. So, learn how to craft a headline that gets more clicks using industry and SEO best practices.

Awesome SEO Tools for SEO Copywriters

Most writers are not SEOs. So, we created WordPress tools that are easy for any content creator to use. Now, you can be a more efficient writer who creates content that will perform in the search results. Sound good? Check out:

• Want Customized SEO Advice per Keyword? There’s a Plugin for That!
• How a WordPress Plugin Can Help You Optimize Your Content with Keywords

FAQ: How can I optimize my content for better organic search results through SEO copywriting strategies?

Mastering SEO copywriting is essential for achieving better organic search results. Crafting content that appeals to your audience and aligns with search engine algorithms can significantly elevate your online presence.

Let’s explore some strategies to improve your content:

Understanding Keyword Research: Start by conducting thorough keyword research to identify relevant keywords and phrases that your target audience is likely to search for. Utilize tools like Google Keyword Planner, SEMrush, or our SEOToolSet® to uncover valuable insights.

High-Quality Content Creation: Focus on producing informative, engaging and well-written content that adds value to your audience. Incorporate your target keywords naturally throughout the content, while ensuring it reads fluently.

On-Page Optimization: Optimize each webpage’s meta title, meta description and URL to include the targeted keyword. This will help search engines understand and rank your content more effectively.

Headings and Subheadings: Use clear and concise headings and subheadings that include relevant keywords. This not only improves readability but also helps search engines understand the structure of your content.

Internal Linking: Include internal links within your content to guide users to related articles or pages on your website. This not only enhances the user experience but also allows search engine crawlers to discover and index more of your content.

Mobile Optimization: Ensure your website and content are mobile-friendly, as mobile devices now account for a significant portion of organic search traffic. Optimize images and minimize loading times for seamless mobile browsing.

Social Media Promotion: Share your content across various social media platforms to increase its visibility and reach. Engaging with your audience and encouraging social sharing can drive organic traffic and improve search engine rankings.

Regular Content Updates: Continuously update and refresh your content to keep it relevant and up-to-date. This signals search engines that your website is an authority on the topic and improves organic search visibility.

These SEO copywriting strategies will help you optimize your content and increase your chances of ranking higher in the organic search results.

Step-by-Step Procedure:

1. Start by conducting thorough keyword research using tools like Google Keyword Planner, SEMrush, or SEOToolSet®.
2. Create high-quality content that adds value to your audience, incorporating target keywords naturally.
3. Optimize each webpage’s meta title, meta description and URL with the targeted keyword.
4. Use clear and concise headings and subheadings that include relevant keywords.
5. Include internal links to guide users to related articles or pages on your website.
6. Ensure your website and content are mobile-friendly for improved user experience.
7. Promote your content on social media platforms to increase visibility and reach.
8. Regularly update and refresh your content to keep it relevant and show search engines your authority.
9. Monitor your organic search rankings using tools like Google Analytics or Moz.
10. Analyze the performance of your content and make necessary adjustments based on user engagement and keyword rankings.
11. Stay updated with the latest SEO trends and algorithm changes to adapt your strategy accordingly.
12. Continuously improve your website’s overall user experience to encourage higher organic search rankings.
13. Engage with your audience through comments, shares and social media interactions.
14. Research and implement structured data markup to enhance your website’s visibility in search results.
15. Collaborate with influencers or industry experts to build backlinks and increase your website’s domain authority.
16. Utilize effective call-to-action elements throughout your content to encourage conversions.
17. Regularly monitor and optimize your website’s loading speed to ensure a smooth user experience.
18. Implement schema markup to provide search engines with more context about your content.
19. Leverage user-generated content, such as reviews or testimonials, to improve search visibility.
20. Stay committed to ongoing optimization and content improvement to achieve long-term success.

The post SEO Copywriting Crash Course appeared first on Bruce Clay, Inc..

Well, meta descriptions do still matter despite what you may have heard, and I’ll explain why.

(If you need a refresher on meta tags, check out our article: What Are Meta Tags and Why Are They Important to SEO? If you’re ready to dive into this topic, keep reading …)

In this article:

What Does Google Say About Meta Descriptions?

In a help article, Google says it does not use the information in meta description tags to rank content:

“Even though we sometimes use the description meta tag for the snippets we show, we still don’t use the description meta tag in our ranking.”

I find this difficult to believe. The meta description tag along with the title tag is designed to be among the first content that a search engine spider encounters on a webpage.

And it is this content that gives the search engine its first understanding of what the page is about.

In fact, in another Google help file, Google reiterates how meta tags work:

“meta tags are HTML tags used to provide additional information about a page to search engines and other clients.”

Add to that the fact that Google discusses best practices for creating quality meta descriptions, including the following advice:

• Create unique descriptions for each page
• Use quality descriptions
• Include relevant information about the content in the description

Plus, Google also has this to say:

“ … high-quality descriptions can be displayed in Google’s search results, and can go a long way to improving the quality and quantity of your search traffic.”

So it’s safe to say that Google thinks meta descriptions are valuable. Personally, I think that if it appears on a Google search result page it is important to Google because it impacts the quality of search results.

And remember — a relevant, well-written meta description can still influence how your webpage is displayed and can potentially increase the likelihood of attracting clicks from users.

Google Rewrites Meta Descriptions

There is another issue with meta descriptions: Google may not use the description you create to display in the search results.

As a reminder, the title tag and meta description tag render as a webpage’s listing in the search results, like so:

Google explains in its SEO Starter Guide that their autogenerated snippets will usually happen more often than not:

“Occasionally the snippet [in the search results] may be sourced from the contents of the meta description tag, which is typically a succinct, one- or two-sentence summary of the page. A good meta description is short, unique to one particular page, and includes the most relevant points of the page.”

One study by Portent in 2020 shows that Google rewrites meta descriptions on the first page 71% of the time for mobile search results and 68% of the time for desktop.

So if Google thinks meta descriptions are so important, why do they rewrite them and why should you create them? I’ll answer that next.

Why Would Google Rewrite Your Meta Descriptions?

You decided to write meta descriptions for your content but Google rewrote your descriptions for their search results page. Why?

There are a handful of reasons why Google might rewrite your meta description:

• Google tends to rewrite meta descriptions that lack the most relevant keywords (aka search query) in the description. If Google crawls your page and discovers that the most relevant query is missing from your pre-written meta description, then it’s likely to rewrite it. After all, Google cares most about search.
• Google may rewrite meta descriptions for long-tail keyword searches. If a user searches for a long-tail keyword and your page is relevant but your meta description doesn’t have that long-tail keyword, you’ll probably end up with a rewritten snippet.
• You wrote a meta description that is too short or not descriptive enough. Google doesn’t like it when meta descriptions are too short or not descriptive enough.

Why Meta Descriptions Still Matter

If you’re confused about the importance of meta descriptions at this point, I don’t blame you.

Why go through all the time and effort of getting them right if Google says that a) it won’t use it to rank the webpage and b) it might rewrite it anyway?

We advise all our clients to have unique, keyword-rich meta descriptions on every web page, because:

• It helps search engines determine what the page is about. Even if Google doesn’t “use the description meta tag in our ranking” and rewrites the description for the search results page, it still uses the original information to understand what the page is about. Put another way: The index still has the meta description tag — the search result text is just selected on the fly when the search result is rendered. To put this into perspective, Google could create many different descriptions for the same webpage depending on the query.
• It serves as the first impression of your website from the search results. You know what you want your search listing to look like. So it’s a good practice to have your page descriptions how you like them. Like, maybe, including a call to action? Google will not rewrite it every time, and when it doesn’t, your perfectly crafted description shows up. Plus, there are some things you can do to control your snippet, which I’ll discuss later.

What If You Don’t Want Google Messing with Your Meta Descriptions?

There is an extra step you can take to help preserve the meta descriptions you create.

In 2019, Google announced new tags that allow website publishers to have more control over their snippets in the search results.

From that page, Google says:

“Google automatically generates previews in a way intended to help a user understand why the results shown are relevant to their search and why the user would want to visit the linked pages. However, we recognize that site owners may wish to independently adjust the extent of their preview content in search results. To make it easier for individual websites to define how much or which text should be available for snippeting and the extent to which other media should be included in their previews, we’re now introducing several new settings for webmasters.”

One option lets you control which parts of the page are eligible to be shown in the snippet; this feature is called “data-nosnippet”.

There are certain situations where you may want to use the data-nosnippet attribute. It could be effective when:

• You have a video on the page that you don’t want to include in the search results.
• You have text that’s auto-generated using a script that you don’t want shown in the search results.
• You have login forms or other types of information that’s sensitive.
• You’re in a situation where you don’t want your phone number or email address showing up in the SERPs.
• You have duplicate product descriptions that you don’t want Google to show in the SERPs.

By controlling the information that Google crawls, it’s possible that you can control more of your brand image, and you can also prevent irrelevant information from showing up in the SERPs.

The following Google help documentation includes in-depth implementation instructions for using data-nosnippet.

Control Your Own Destiny with Meta Descriptions

Decoding Googlespeak is not always easy. My advice is to continue to create original and compelling meta descriptions for every webpage because:

• Google believes that well-crafted meta descriptions are important.
• Meta descriptions help Google understand what the page is about.
• Google wants to be able to consider all options before it uses its autogenerated text.
• You need control over what the description says in the absence of Google rewriting it.

So do meta descriptions matter anymore? The answer is a resounding yes!

FAQ: Why do meta descriptions still matter despite claims that Google doesn’t use them for ranking?

Meta descriptions remain a controversial aspect of search engine optimization, especially as Google claims not to utilize meta descriptions for ranking purposes.

I can assert with confidence, however, that meta descriptions remain significant elements for content creators and website owners alike. Let’s delve into why meta descriptions continue to matter and how they contribute to a successful SEO strategy.

Google has publicly declared that meta descriptions do not contribute to ranking factors; however, this does not diminish their importance when it comes to SEO.

Meta descriptions play an essential role in providing search engines with succinct summaries about the content of a webpage and helping them understand its relevance; although their effects might not directly have an effect on rankings they do have an indirect influence on click-through rates and user engagement thereby indirectly impacting a site’s performance.

Google’s decision to disregard meta descriptions for ranking does not negate their importance as an essential tool for captivating search engine users.

When a user performs a search, the search results page displays a snippet of text from the meta description, acting as a preview of what the webpage offers.

Crafting compelling meta descriptions that align with users’ queries can significantly impact click-through rates and attract relevant traffic to your site. Despite Google rewriting meta descriptions, having well-crafted originals increases the likelihood of your preferred text appearing in the search results.

Furthermore, meta descriptions provide website owners with an opportunity to control the narrative and make a strong first impression.

By carefully crafting unique and keyword-rich meta descriptions for each webpage, you can convey the essence of your content effectively. This initial interaction between the user and your website can influence their decision to click through or explore further, making meta descriptions a powerful tool for engaging your target audience.

By incorporating relevant keywords, providing a glimpse into the content and even including a call to action, you can optimize your meta descriptions to drive higher click-through rates and increase traffic in the absence of a snippet.

Despite claims that Google does not use meta descriptions for ranking purposes, they remain a crucial element of a comprehensive SEO strategy.

While they may not directly impact rankings, meta descriptions contribute to a search engine’s understanding of a page for ranking purposes. When your meta descriptions are used as a snippet, you can increase user engagement and click-through rates.

By crafting unique, keyword-rich meta descriptions that align with users’ queries, website owners can control the narrative, make a strong first impression and ultimately attract more relevant traffic.

Step-by-step Procedure for Implementing Compelling Meta Descriptions

1. Perform a thorough audit of your website’s existing meta descriptions.
2. Identify pages that lack meta descriptions or have poorly crafted ones.
3. Conduct keyword research to understand relevant search terms for each webpage.
4. Create a template for meta descriptions that aligns with your branding and messaging.
5. Craft unique and compelling meta descriptions for each webpage, incorporating relevant keywords.
6. Ensure that each meta description accurately represents the content of the corresponding page.
7. Optimize the length of meta descriptions to fit within the recommended character limit (usually around 155-160 characters).
8. Avoid using duplicate meta descriptions across multiple pages.
9. Leverage the power of action-oriented language and compelling calls to action within meta descriptions.
10. Conduct A/B testing to measure the effectiveness of different meta descriptions.
11. Monitor click-through rates and user engagement metrics to evaluate the impact of optimized meta descriptions.
12. Continuously analyze and refine meta descriptions based on user behavior and search trends.
13. Keep an eye on competitors’ meta descriptions and strive to differentiate your content.
14. Regularly update meta descriptions to align with any changes in your webpages’ content.
15. Consider localized meta descriptions for geographically targeted search results.
16. Implement structured data markup, such as Schema.org, to provide additional context to search engines.
17. Use dynamic meta tags if your website has dynamically generated content.
18. Ensure mobile responsiveness for meta descriptions to cater to mobile users’ browsing habits.
19. Regularly monitor search engine guidelines and updates regarding meta descriptions.
20. Stay up to date with industry best practices and emerging trends to refine your meta description strategy.

By following these detailed steps, you can fully implement the importance of meta descriptions in your SEO strategy and optimize your website’s visibility and user engagement.

The post Do Meta Descriptions Matter Anymore? appeared first on Bruce Clay, Inc..

It’s simple: More interest = more traffic = more sales. So, if you’re ready to get serious about generating buzz about your company and its web content then read on for basic steps with press releases you can take right now.

In this article:

• Press Releases: Building Brand, Buzz and SEO
• 8 Best Practices for Press Release SEO
• 14 Ideas for Press Release Topics
• FAQ: How do I write an effective press release that captures media attention and boosts SEO?

Press Releases: Building Brand, Buzz and SEO

Press releases, when used for the right purpose like public relations, can raise brand awareness and communicate important information about products or services.

When used the wrong way (like for link building), press releases can get you into hot water with search engines like Google.

Press releases are especially valuable if they get picked up by the media and are included in a journalist’s article. Media exposure can do a lot for a website and a business.

On the other side of the spectrum using a press release in a spammy way is a no-no. In Google’s spam policies, under “Link spam,” press releases when done poorly make the list of spam practices:

“Advertorials or native advertising where payment is received for articles that include links that pass ranking credit, or links with optimized anchor text in articles, guest posts, or press releases distributed on other sites. For example:

There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.”

So, when you do create press releases, there are some important things to consider. Mainly, you want them to be written for public relations, crafted well with journalistic integrity and incorporate SEO best practices.

8 Best Practices for Press Release SEO

Here are eight things to consider as you tackle press releases as part of your marketing plan:

1. Only issue press releases that are truly newsworthy. That means avoiding sounding like an ad or overpromoting the company, products or services too much. Ask, why will people care about this? What would a journalist look for in this story?
2. Take the format, spelling and grammar as seriously as an editor will. Write in AP Style as that is the style that journalists write in.
3. You can include keywords within your press release and you might consider putting those in within the first 200 words. But it must be natural and don’t use hyperlinked anchor text or it might come off as spammy.
4. You can include up to three links in the body section of your press release. These links should point back to your website, and they should give the user more in-depth information on the topic at hand. You can also use the primary link back to your site’s homepage with your company name as anchor text, or a link back to the website below a plain text company name, with the URL as anchor text.
5. Get to the point and be concise. Leverage statistics, quotes, photos and videos as needed.
6. Send the press release out through a reputable third party. PRNewswire.com is a reputable service but there are others.
7. To build a good cadence of buzz around your company, consider issuing press releases any time there is news. Try to issue something at least once per quarter.
8. Archive all your press releases on your website as well in a newsroom. You want visitors to your site to be able to read up about your company while they are on there as well. Here is some information on how to create a good online newsroom. Of course, from an SEO perspective, you will want to be sure the structure is sound as well. That means the proper URL structure (for example site.com/newsroom/press-releases/[press-release-name].)

14 Ideas for Press Release Topics

Running thin on ideas for press release topics? Here are 14 to get you started:

1. Launch of a new product or service
2. Events (in person or online such as webinars)
3. A merger or acquisition
4. Special deals
5. General company announcements or website news
6. Contests
7. Awards
8. New hires (especially of notable persons)
9. Announcements about new partners
10. Innovations in research and development
11. Financial results (if not bound by an NDA)
12. New executive appointments
13. New regulations or company policies that can be publicly disclosed
14. Any customer success stories that aren’t bound by NDAs

For more on this topic, check out: How to Write a Press Release That Entices Media.

Generating buzz takes time but with these simple steps, you can get the word out about your company and your website content to support your SEO goals.

Our SEO content solutions can amplify your website — and your brand — in the search results. Contact us for a free consultation and let’s discuss how we can accomplish your SEO goals.

FAQ: How do I write an effective press release that captures media attention and boosts SEO?

Writing an effective press release plays an important role in capturing media attention and boosting SEO. With the right approach, you can maximize your chances of getting your story picked up by journalists and increasing your online visibility.

Here are key topics to consider when crafting a press release that will make an impact:

Craft a compelling headline: A captivating headline is essential to grab the attention of both journalists and readers. Use strong and impactful words to make your press release stand out.

Start with a concise introduction: In the first paragraph, provide a brief overview of the news or story you are announcing. Make sure to include the essential details and the “who, what, where, when, why and how.”

Focus on newsworthiness: Journalists are more likely to cover stories that are timely, unique and relevant to their audience. Highlight the significance of your announcement and explain why it matters to readers.

Use quotes effectively: Including quotes from key stakeholders adds credibility and a human touch to your press release. Use quotes to provide valuable insights, opinions, or supporting information related to your news.

Provide valuable information: In the body of your press release, provide additional details that support your story. This could include statistics, background information, or industry insights that make your press release more informative and engaging.

Optimize for SEO: Incorporate relevant keywords and phrases throughout your press release to boost its visibility in search engine results. Remember to use variations and stemmed versions of your primary keyword to ensure maximum reach.

Include multimedia elements: Enhance your press release with multimedia elements such as images, videos, or infographics. These visual assets not only make your press release more appealing but also increase its shareability on social media platforms.

End with a strong call-to-action (CTA): Conclude your press release with a clear and compelling CTA that prompts readers to take action. This could include visiting your website, registering for an event, downloading a resource, or contacting your company for further information.

These tips will guide you on your way to writing an effective press release that captures media attention and boosts SEO. Remember that writing effective press releases requires careful planning, attention to detail and an understanding of your target audience.

Step-by-Step Procedure:

1. Research your target audience and media outlets to tailor your press release accordingly.
2. Identify the newsworthy angle or story you want to highlight.
3. Craft a captivating headline that grabs attention and incorporates relevant keywords.
4. Begin your press release with a concise and informative introduction.
5. Provide key details and supporting information in the body of your press release.
6. Incorporate quotes from key stakeholders to add credibility and humanize your story.
7. Optimize your press release for SEO by including relevant keywords and variations.
8. Use multimedia elements such as images or videos to enhance your press release.
9. End with a strong call-to-action that guides readers on what to do next.
10. Proofread your press release to eliminate any typos or grammatical errors.
11. Distribute your press release to relevant media outlets or use a distribution service.
12. Follow up with targeted journalists to increase the chances of media coverage.
13. Monitor and track the performance of your press release using analytics tools.
14. Continuously refine your press release strategy based on feedback and results.
15. Leverage social media platforms to amplify the reach of your press release.
16. Stay updated with the latest trends and best practices in press release writing.

Incorporate these techniques to craft press releases that leave a lasting impression on both journalists and readers.

The post Social and PR Practices That Support SEO for Beginners appeared first on Bruce Clay, Inc..

According to Conductor, some industries see upwards of 40% of their website traffic coming from organic search.

And for some industries, like retail, the value of that traffic is estimated to be $21.8 million.

By implementing the right SEO strategy, you have the chance to nab your share of this profitable organic search traffic.

But how? I’ll outline nine ways to start and more:

1. Understand What Matters for Ranking on Google

Google’s algorithm is complex, and Google constantly refines it to ensure users get the most relevant and high-quality results.

If you want to learn how to rank higher on Google, know that Google’s algorithm looks at factors such as relevance, authority and user experience to decide which pages rise to the top.

Relevance starts with understanding what the target audience is looking for when they use Google Search — the keywords they use — and creating content around those keywords that hits the mark.

It’s not just about sprinkling these words throughout your site; it’s also making sure they align with what people actually need.

Authority comes next: Google measures this in many different ways, including the content on your site and links back to your site.

User experience is another critical piece of the puzzle — think about how easily someone can navigate your site on their phone or if they have to wait for a page to load.

Finally, understand that it’s not about beating the Google algorithm. It’s about beating your competition in the search results.

So follow the principles outlined in this section, and then keep your eye on what your competition is up to — and do better.

2. Invest in Reputable SEO Training

Ever tried to assemble a complex piece of furniture without a manual? You might get close, but chances are you’ll miss out on key details.

The same goes for learning how to rank higher on Google. Without proper training, it’s easy to overlook critical elements that can boost your website’s visibility.

So finding a solid SEO course makes all the difference. Here are some tips:

• Start by looking at who’s teaching; seasoned pros with proven track records will give insights you won’t find anywhere else. For instance, our SEO training membership site is a great place to start.
• In SEO, stale information spoils good strategy. Make sure what you’re learning reflects today’s trends, and that means checking when the course material was last updated.
• Diving into reviews and testimonials also sheds light on whether a course walks its talk or simply talks big.
• Make sure the course curriculum is strong and covers everything from strategy to technical SEO, on-page optimization, content, local search and more.
• Dive into the format of the course — will it work for your needs? Do you like to watch static videos, or do you prefer to interact with a community? Maybe in-person training is more your style. These are factors to consider when choosing a course.

For more, see my article on Search Engine Land: 5 Questions to Evaluate Any SEO Training Course.

3. Conduct Thorough Keyword Research

Finding the right keywords is critical. It all starts with understanding what potential customers are searching for and how they phrase their queries.

Using the Right Keyword Research Tools

You’ll want to use tools like Google Ads Keyword Planner as a launching pad, but don’t stop there.

Dig deeper with tools like Google Trends, Ahrefs Keywords Explorer or our own SEOToolSet®, which can give you insights into search volume, keyword difficulty and even what’s working for your competitors.
Analyzing competitors’ pages can help, too. Fortunately, there are all sorts of tools that can give you insights into what your competitors are up to, so you can learn how to improve your SEO strategy.

For more, see:

• SEO Guide: Keyword Research
• 7 Keyword Suggestion and Research Tools
• How to Do Competitor Research for SEO

Choosing the Right Keywords

The goal isn’t just to find high-volume keywords; it’s about finding the right mix of terms that signal intent and align closely with your offerings.

User intent is crucial when selecting keywords because if you miss this piece of the puzzle, you could end up driving traffic that never converts.

Long-tail keywords might have lower search volumes, but they’re often more specific and carry higher conversion potentials because users who type them in are usually further along in their decision-making process.

Incorporating both broad terms that attract larger audiences and niche-specific terms targeting segments creates a balanced strategy to maximize reach and still capture qualified leads.

via GIPHY

For example, you might draw in big crowds talking about “digital marketing,” but including “small business digital marketing strategies” can direct more focused visitors towards your site.

Here are a few more tips as you choose your keywords:

• A balance between head terms (shorter) and long-tail phrases ensures you target different stages of the customer journey.
• Diversifying helps reduce risks associated with algorithm changes.
• Prioritizing relevancy over volume aids in attracting an audience likely interested in what you offer.

4. Boost the User Experience Through Technical SEO

Technical SEO can be an overlooked component of a brand’s SEO strategy, but that is a mistake. Here are three areas you want to get right …

Mobile-Friendliness

More searches happen on mobile than desktops, making mobile-friendliness non-negotiable for high rankings. Sites optimized for mobile devices and those loading swiftly often find favor in Google’s eyes because they offer better experiences for visitors.

Using Google’s Lighthouse tool lets you see if pages meet the mark for smartphone users.

If you don’t pass with flying colors, look into responsive design solutions, because this factors into how well you rank in search results.

For more, see: The Mobile-Friendly Site and tips from developers at Google.

Site Structure

A well-organized website makes it easier for both humans and search engine bots to find their way around.

SEO siloing is a technique we invented many, many years ago. Siloing structures a website’s content by grouping related webpages in hierarchical categories based on how people search.

The goal? Make a site relevant for a search query so that it has a better chance of ranking.

One benefit of siloing is making your site a subject matter expert, which can help with E-E-A-T (part of Google’s quality guidelines from its Search Quality Rater Guidelines manual).

There’s a lot that goes into this step, so I recommend reading the following articles for more:

• SEO SIloing: What, Why, How
• 5 Times When SEO Siloing Can Make or Break Your Rankings

Core Web Vitals

Core web vitals use metrics to mirror real-world user experiences, covering everything from stability during loading to interactivity.

One important piece of this is site load time. Google reports that when a site meets core web vitals thresholds, users are 24% less likely to abandon page load.

And there are all sorts of other stats about how optimizing the performance of a website helps businesses.

Core web vitals optimization can be an intensive process, so prioritize this when you feel it’s a necessity. You can see Google’s Page Experience Update: A Complete Guide for more.

5. Create Authoritative, High-Quality Content

Creating high-quality content requires more than just peppering pages with keywords — it demands substance.

That means diving deep into topics with original research or presenting familiar concepts through fresh perspectives.

via GIPHY

And, aligning content with search intent not only boosts engagement but also sends positive user experience signals back upstream to Google. Check out Ahrefs’ guide on Search Intent.

The truth is quality content requires a mix of many things, including mastery over your subject matter.

I could write many articles on this subject alone (and I have!), so I suggest you read the following for more information:

• Mastering Content Quality: The Ultimate Guide (my article on Search Engine Land)
• The Complete Guide to the Basics of E-E-A-T
• What Makes a Webpage Quality?

6. Dive Into On-Page SEO Best Practices

Simple things like meta tags, heading tags and other, seemingly small, SEO tasks can have a big impact.

For example, title tags are one of the first bits of information that the search engines encounter on a webpage to learn what it’s about. They also serve as the headline for your organic search listing, so they are the first thing searchers see as well.

In addition, the meta descriptions serve as an “elevator pitch” for your page — almost like a movie trailer, but for web pages. Then we have header tags, which bring structure and clarity to your webpage content.

But these are just a tiny sampling of all the ways you can optimize a webpage, and you can learn more on our Always Up-to-Date SEO Checklist.

7. Earn a Strong Backlink Profile

Although backlinks don’t have as much weight as they used to, you can still invest time and effort into content that is so valuable and trustworthy that other authoritative sites want to link to you.

Remember, today it’s not about quantity of links, it’s about quality. We have seen sites with fewer quality links rank higher than sites with a bunch of links that aren’t as quality.

The bottom line is that we no longer focus on link building, rather link earning. For more, see The New Link Building Manifesto: A Complete Guide to Earning Links That Count.

8. Continuously Monitor Performance

SEO is not a one-and-done initiative. SEO strategy demands flexibility and adjustment.

By keeping an eye on your site analytics, you can pinpoint what works and what doesn’t. This process isn’t just about numbers; it’s understanding the story they tell about user behavior and search engine reception.

So let’s break down which metrics should be top of mind. Start with organic traffic — it’s the lifeblood of SEO success, indicating how often users find your site via search engines. A sudden drop or spike here could signal major shifts in ranking or user interest that demand attention.

For more on this, be sure to read: 5 Things to Know When Your Site Loses Rankings.

Bounce Rate and Session Insights

Next up is bounce rate, the percentage of visitors who leave after viewing only one page. While not inherently bad (sometimes people find exactly what they need quickly), high rates might suggest content mismatching user intent or poor navigation design, leading to frustration.

Diving deeper into bounce rate gives us clues for improvement: Is it specific pages driving people away? Maybe those pages need better content alignment with targeted keywords or clearer calls to action. Or perhaps load times are dragging.

Finding patterns in session durations helps gauge if you’re hitting the mark on relevance—a long read time paired with high-quality backlinks might show Google that others value your insights too because good things get shared more often than not.

Conversions

You might be great at driving organic search traffic, but not so great at converting visitors. While the goal of SEO is to drive targeted traffic, it’s the goal of the website to convert those visitors.

Set goals for your pages, and test, test, test. With a little more effort, you can make the most of the organic traffic flowing to your site and turn that into more revenue.

For more, read: SEO and Conversions: Two Halves of a Pie.

9. Keep Abreast of the Latest SEO Trends

Staying on top of SEO trends is like trying to hit a moving target while riding a roller coaster. To truly excel in search marketing optimization, you must embrace change with open arms and an eager mind.

The first step? Make reading industry publications part of your daily routine. With Google’s algorithm updates coming faster than ever before, resources such as Search Engine Land offer invaluable insights into the latest shifts in ranking factors and user behavior patterns.

And if you haven’t already, I highly recommend subscribing to the Bruce Clay Blog.

But don’t stop there. Monthly or quarterly webinars ensure you hone in on a particular aspect of SEO, while annual conferences like SMX are goldmines for up-leveling your search engine optimization and networking with peers.

Your learning should mirror how SEO evolves: dynamically. A mix of self-education through articles, hands-on experience by testing new strategies on your site (hello trial-and-error) and professional development via online courses will all fortify your expertise so you can adapt quickly to market changes.

To thrive in this fast-paced world requires more than just keeping pace; it demands foresight and agility, too, because today’s best practices could be tomorrow’s old news.

Final Thoughts

Learning how to rank higher on Google takes time and effort.

But remember: The job of SEO is not to beat the algorithm, it is to beat your competition. To rank higher on Google, focus first on what users need. Then, look at what your competition is up to, and do as good or better than them.

To sum up:

• Remember the core principles: Relevance, authority and user experience.
• Dive into SEO training — it sharpens your strategy to push your content up the ranks.
• Invest time in technical SEO to boost performance. Quick loading times and mobile friendliness aren’t just nice to have, they’re essential.
• Create content with purpose; authoritative content wins every time. When you do this right, backlinks follow naturally — quality always trumps quantity here.
• Track your success closely because numbers don’t lie. Stay ahead of trends to keep climbing.

We’ve helped companies rank higher on Google for over 28 years — and we can help your business, too. Schedule a free 1:1 consultation today.

FAQ: How can I improve my website’s visibility on Google and increase organic traffic?

A strong online presence is essential for businesses to thrive in today’s competitive marketplace. One of the key factors in achieving this is improving your website’s visibility on Google and increasing organic traffic.

Let’s explore various strategies and techniques that will help you accomplish just that.

Optimize Your Website: Optimizing your website is the first step to boost your visibility on Google. Start by conducting keyword research to identify relevant terms and include them strategically in your website’s content, meta tags and URLs.

Create Engaging and High-Quality Content: Producing content that is both informative and engaging is vital for attracting organic traffic. Focus on creating well-researched articles, blog posts and videos that offer value to your target audience.

Leverage On-Page SEO Elements: Maximize your website’s visibility by optimizing on-page factors such as title tags, meta descriptions, header tags and alt tags. Ensure that these elements accurately reflect the content on your pages and incorporate relevant keywords.

Harness the Power of Backlinks: Building a strong backlink profile plays an important role in achieving better visibility on Google. Seek opportunities to collaborate with industry influencers and fellow websites to earn valuable backlinks.

Enhance User Experience (UX): Google values websites that provide a positive user experience. Focus on improving your site’s speed, mobile responsiveness and accessibility. This will not only satisfy search engines but also captivate your visitors.

Utilize Local SEO Strategies: If your business has a physical location, optimizing for local SEO can significantly boost your website’s visibility. Claim your business on Google My Business, optimize your listings and encourage customers to leave reviews.

Engage with Social Media: Social media platforms are powerful tools for increasing organic traffic. Share your content on relevant social channels, engage with your audience and encourage them to share your content with their networks.

Monitor and Analyze Your Performance: Regularly monitor your website’s performance using tools like Google Analytics and Search Console. This will help you identify areas for improvement and track the success of your efforts.

Implementing these strategies will effectively improve your website’s visibility on Google and increase organic traffic. Remember, search engine optimization is an ongoing process, so stay up to date with the latest trends and make necessary adjustments to continue reaping the benefits.

Step-by-Step Procedure:

1. Perform keyword research to identify relevant terms for your website.
2. Optimize your website’s content, meta tags and URLs with targeted keywords.
3. Create high-quality and engaging content that resonates with your target audience.
4. Optimize your website’s on-page elements such as title tags, header tags and alt tags.
5. Build a strong backlink profile by collaborating with influencers and relevant websites.
6. Focus on enhancing user experience by improving site speed, mobile responsiveness and accessibility.
7. Utilize local SEO strategies to boost visibility for businesses with physical locations.
8. Share your content on social media platforms and engage with your audience.
9. Continuously monitor and analyze your website’s performance using tools like Google Analytics and Search Console.
10. Stay up to date with the latest SEO trends and make constant adjustments to improve visibility and organic traffic.

The post How to Rank Higher on Google in 9 Steps appeared first on Bruce Clay, Inc..

According to Conductor, 72% of enterprises have had success with SEO. By optimizing your enterprise SEO strategies with quality content and sound technical practices, you’re setting the stage for sustainable growth in an ever-competitive online world.

In this article:

• Understanding Enterprise SEO and How It’s Different
• What Makes a Good Enterprise SEO Strategy?
• Enterprise SEO and AI
• The Challenges of Getting Enterprise SEO Done
• How to Measure Enterprise SEO Success
• Enterprise SEO Tools
• Integrating Enterprise SEO with Other Marketing Channels
• Staying Ahead of the Curve
• Enterprise SEO Case Study
• FAQ: How can I implement an effective enterprise SEO strategy to drive organic growth and revenue for my large organization?

Understanding Enterprise SEO and How It’s Different

Enterprise SEO is not just about on-page optimization; it’s a complex venture with a lot of moving parts. This requires a robust strategy to tackle the unique challenges of large organizations.

The sheer size of enterprise websites often means they have thousands, if not millions, of pages. A solid SEO foundation helps ensure you can compete in the highly competitive world of search results.

That means structuring your site and your strategy so that search engines can find and index pages correctly, and visitors and potential leads can find what they need and engage with your brand.

Here are a couple of ways that enterprise SEO differs from other types of SEO programs …

Scale

In small business SEO, one might juggle dozens or hundreds of keywords — but when we talk about enterprises? We’re looking at thousands upon thousands.

You’ll need tools capable of managing enterprise SEO strategies, which let you monitor rankings en masse and provide actionable insights into how well each keyword performs against competitors.

Business Silos

Another key difference between enterprise SEO versus small business or smaller-scale SEO projects is stakeholder involvement. With more cooks in the kitchen — each with their own ideas — it can be tough to create a cohesive recipe for success.

Silos within companies are notorious for making coordination difficult; different departments may have conflicting goals or strategies regarding things like content creation and distribution.

Fixing this problem requires clear communication so that all parts move together towards a common objective: Increased visibility in the search results, which equates to more leads, more customers and ultimately, higher revenue streams.

This calls for regular cross-departmental meetings where SEO isn’t seen as just an “IT thing” but rather integral throughout all stages from product development through post-launch analysis.

What Makes a Good Enterprise SEO Strategy?

When you’re playing the long game in enterprise SEO, your strategy has to be robust and flexible. It’s not just about getting more eyes on your page; it’s about building a sustainable foundation for organic growth in the search results.

In-Depth Research

Whether it’s doing in-depth keyword and topic research or competitor research for SEO, the best enterprise SEO strategies do not skimp on the upfront investment to lay a solid foundation.

Technical SEO

You want everything running smoothly under the hood.

That means spending time perfecting site architecture, which we refer to as SEO siloing. Google echoes this sentiment in its SEO starter guide, which emphasizes clean structure and navigation.

SEO siloing not only helps search engines and visitors discover key pages, but it also makes a site an authority on a subject matter.
Technical SEO also addresses the user experience component of your website, making sure visitors have a seamless interaction with your site. Ultimately, this translates to more revenue for many businesses because you are not losing people to a bad user experience.

One case study showed how an e-commerce company improved performance and saw a 7.6% increase in sitewide conversion, translating to roughly a $6 million lift in annual revenue.

Content Strategy

Quality content helps future-proof your SEO strategy, making your site ready to take on every curveball thrown by changing algorithms or consumer behavior trends.

You want your brand to serve up thorough answers to burning questions (aka search queries) backed by data-driven insights. The goal? To satisfy user intent so well that people keep coming back and ultimately, convert.

Any SEO strategy benefits from quality content; however, enterprise SEO strategies demand it, as brands need to build their authority in the space.

Link Earning

If you get the content piece right, you are halfway there when it comes to earning links. While links don’t hold as much weight as they used to, they still matter.

Today, building links isn’t about quantity; it’s about quality over anything else. Fewer high-quality links can elevate a site more than a bunch of low-quality links.

You can also use competitor research to find link opportunities you may not have thought of previously, and that is something we cover in The New Link Building Manifesto e-book.

Enterprise SEO and AI

Artificial intelligence can be a game-changer for enterprise SEO. AI is transforming how big businesses tackle the challenge of more visibility in search results.

For instance, with AI, companies can now use predictive analytics to foresee market trends and adjust their strategies accordingly. Another major leap forward is AI content.

In addition, AI-powered content married with professional editing can accelerate the progress of an SEO program like never before. Whereas content used to be a roadblock for agility, it’s now available faster with AI.

(For more on AI content, see my article at Search Engine Land: AI content creation: A beginner’s guide.)

But what makes AI truly stand out in enterprise SEO?

The ability to process massive data, fast. By leveraging AI-driven insights, large organizations can pinpoint exactly where they need to improve without getting bogged down by data overload.

The Challenges of Getting Enterprise SEO Done

Deploying an enterprise SEO strategy is no small feat. Here are three major challenges:

1. Buy-in: Without support from the top, SEO programs don’t have a chance. Ensuring everyone understands the value and potential impact of a strong SEO campaign on the organization’s bottom line helps rally support. Focus on building relationships, sharing data on successful SEO, dispelling SEO myths and piloting a small project. For more, read: 6 Practical Ways to Get Buy-In for SEO.
2. Business silos: One major challenge is departmental silos, which can be huge barriers to communication and collaboration. McKinsey reported that cultural and behavioral challenges, which include functional or departmental silos, have the most impact on the ability to meet digital priorities.
3. Resources: Where to find the time, talent and budget to fuel your SEO efforts effectively? Enterprises often struggle with balancing resources against other marketing priorities. According to a survey by Conductor (linked in the intro to this article), 57% of enterprises said limited in-house SEO skills as the most challenging obstacle to achieving important SEO objectives, and 43% reported limited SEO budget as the most challenging obstacle for their company.

To jump over these hurdles, enterprise SEO requires strategic planning, persuasive communication skills and often, tenacity. And, when you can outsource SEO expertise to an expert SEO agency, it’s worth it.

For more ideas, see more of our tips on how to get SEO done.

How to Measure Enterprise SEO Success

When you’re looking at a massive puzzle, each piece is crucial to seeing the big picture. Enterprise SEO has a lot of moving parts, and I’ll outline what to look for next.

Core Metrics

The core of any robust enterprise SEO strategy lies in tracking organic traffic growth over time. Organic traffic is the No. 1 indicator of SEO success.

But what about conversions? You can’t monetize your organic search traffic without a site that is primed for conversions. This is the brand’s responsibility, but one that a good SEO expert can advise on.

For more, see: SEO and Conversions: Two Halves of a Pie

Keyword Rankings

Keyword rankings can feel like vanity metrics sometimes, but they are vital when gauging how your content is performing. What we want is a consistent ranking improvement for strategic keywords across major search engines — a sign that efforts are bearing fruit.

Analytics Data

Digging into analytics like Google Analytics 4 (GA4) allows us to get granular with data. It lets us dissect which pages pull their weight and contribute most significantly to business goals.

Attribution modeling becomes key as it attributes credit where due along customer journey touch points. This is key when understanding complex customer journeys inherent to larger organizations.

Enterprise SEO Tools

The scale of enterprise SEO can be overwhelming. But there are tools out there that make this daunting task manageable — and maybe even a little bit enjoyable. Let me walk you through some essentials.

Technical SEO Audits

One critical tool in an enterprise SEO strategy is the SEO audit. While there is software that can help quickly uncover data about what is hindering SEO success, it is usually surface-level recommendations.

We believe that you get the best answers with a deep technical analysis by SEO experts.

To put this into perspective, three types of audits exist today:

1. The “Good” SEO Audit: Here, software uncovers superficial but useful SEO issues. Though, the results are typically a one-size-fits-all generic report. This works when you don’t have a budget for an in-depth audit, or you want to check some basics before starting with an agency. This is not a waste, but not a deep dive.
2. The “Better” SEO Audit: For this, an SEO vendor or practitioner offers additional SEO insights but without many solutions. They can identify problems that data analytics alone can’t uncover. But without in-depth solutions, this only points to possible trouble areas.
3. The “Best” SEO Audit: In this scenario, an SEO agency performs an in-depth technical audit. It requires the expertise of a seasoned SEO expert who specializes in technical website analysis and SEO business strategy. This is a manual review supported by tools, and it takes many, many hours. This produces the most robust data on how a website can fix issues related to ranking.

Read more: SEO Audits: The Good, The Better and The Best.

Data Analytics

The backbone of any robust enterprise SEO strategy is solid analytics.

What are some baseline tools you can use in your enterprise SEO? Google Analytics and Google Search Console are your windows into user behavior and site performance on a grand scale. Then there’s the need for comprehensive crawling software; a good tool is Screaming Frog.

Our SEOToolSet also has powerful capabilities that go beyond crawling and include:

• On-page analysis
• Project dashboard
• Site spider
• Visual link graph
• Meta details report
• Site health checker
• Ranking monitor
• Competitor tracking
• Multi-page analysis
• Competitor research
• Keyword research
• Backlink reports
• WordPress SEO plugin

Integrating Enterprise SEO with Other Marketing Channels

Integrating enterprise SEO with other marketing channels can score big wins for your business. Here are a few ways:

1. Social media and SEO: By aligning social media campaigns with keyword strategies and content themes, you’re more likely to engage users who are already primed by organic search results. Social engagement increases when content is optimized across both search and social platforms.
2. Paid advertising and SEO: Linking paid ad campaigns directly with high-performing organic content can reduce cost per click while improving ad relevance.
3. Email marketing and SEO: When email campaigns include links to well-optimized landing pages, they extend user engagement beyond the inbox and onto your website where conversion chances increase.

To truly integrate these elements into one unified force, you must break down departmental silos, as mentioned earlier. When done right, it creates a multi-channel approach that leverages each platform’s strengths, leading to better visibility online and ultimately, more conversions.

Staying Ahead of the Curve

SEO never stops evolving, and neither should your SEO strategy.

To stay competitive in enterprise SEO, you need to keep learning about new practices, algorithm changes and industry trends. Doing so not only sharpens your skills but also prepares you to respond well to any sudden shifts.

Consider taking SEO training at least once per year — whether it’s in person, at a conference or virtually (examples include our classroom SEO training or SEO training membership site).

This is in addition to daily reading to stay on top of any significant changes to Google Search, honing skills through monthly or quarterly webinars and attending conferences annually.

By the way, we just so happen to be hosting our next in-person training class April 9–11. We’ve revamped this all-new training course to bring you the latest SEO tips, strategies and techniques. Go here to register and learn more.

Enterprise SEO Case Study

When it comes to enterprise SEO, the proof is in the pudding. Big businesses have seen big wins by fine-tuning their strategies for maximum impact. Let’s explore a case study that highlights this success.

Auto Research and Review Giant Boosts Organic Traffic by 900% in One Week

One of the largest research and review sites in the automotive sector worked with Bruce Clay Inc. for a technical SEO audit with consulting. Our team delivered a 100+ page SEO audit, proposing many improvements, including radical siloing of their massive website content.

The client committed to implementing every SEO recommendation, no matter how large or small. They knew to pull it off, everybody — from the executives to the marketing and IT teams — would need to be on board.

The chairman of the board called a company meeting. He announced that search engine optimization was a key strategic initiative for the company. Everybody would need to be on board or essentially find a new place to work.

After implementing the SEO program and launching the changes, the website experienced a 900 percent increase in traffic within the first week. The site’s prominence continues to this day.

Final Thoughts

Mastering enterprise SEO takes commitment. Remember, getting buy-in from the top down and breaking down silos are two of the most important things you can do to set your enterprise SEO up for success. When done right, enterprise SEO can launch your brand to a new level.

If you need help getting company buy-in from the top down, I recommend checking out and sharing these resources:

• 6 Successful Ways to Get Company Buy-In for SEO [On-Demand Webinar]
• Free Executive’s Guide to SEO [Video Training]

Whether you’re a large enterprise, a mid-sized company or a small organization, our SEO experts can help you win big with your SEO and earn top rankings in the search results. Schedule a free consultation with us today.

FAQ: How can I implement an effective enterprise SEO strategy to drive organic growth and revenue for my large organization?

Implementing an effective enterprise SEO strategy requires careful planning and execution to drive organic growth and revenue for large organizations. The following strategies will guide you towards success.

Understand Your Target Audience: Begin by thoroughly researching your target audience to gain insights into their search behavior and preferences. This will help you tailor your SEO strategy accordingly.

Keyword Research: Conduct comprehensive keyword research to identify relevant and high-volume keywords that align with your business objectives. Keyword variations and stemmed versions can be used to optimize your content.

Technical SEO: Work to improve your website’s technical SEO, such as site speed, mobile-friendliness and crawlability. Streamlining these factors will enable search engines to better index and rank your website.

On-Page Optimization: Craft high-quality and relevant content that aligns with your target keywords. Optimize meta tags, headers and URLs, while ensuring a natural incorporation of keywords within your content.

Content Marketing: Implement a robust content marketing strategy that focuses on producing valuable and informative content. This will attract more organic traffic and establish your organization as an industry authority.

Link Building: Build a strong and diverse backlink profile by acquiring quality links from reputable websites. This will not only enhance your website’s authority but also increase organic visibility.

Local SEO: If your large organization operates in multiple locations, optimize your website for local search. Create location-specific landing pages, optimize Google My Business profiles, and encourage online reviews.

Analyze and Refine: Regularly monitor and analyze your SEO performance using tools like Google Analytics. Make data-driven decisions and continuously refine your strategy based on insights obtained.

Implementing an effective enterprise SEO strategy requires a comprehensive approach that encompasses careful planning, research, technical optimization, content creation and continuous analysis.

Step-by-Step Procedure for Implementing an Effective Enterprise SEO Strategy:

1. Research your target audience extensively, understanding their search behavior and preferences.
2. Conduct thorough keyword research, identifying relevant and high-volume keywords.
3. Optimize your website’s technical SEO aspects, ensuring optimal site speed, mobile-friendliness and crawlability.
4. Create high-quality and relevant content, incorporating your target keywords naturally.
5. Develop a comprehensive content marketing strategy to attract organic traffic and establish authority.
6. Build a diverse and authoritative backlink profile through manual outreach and relationship building.
7. Optimize your website for local search, if applicable, by creating location-specific landing pages and optimizing Google My Business profiles.
8. Monitor and analyze your SEO performance regularly, making data-driven decisions for continual improvement.
9. Regularly refine your enterprise SEO strategy based on the insights obtained from analytics.
10. Stay updated with the latest SEO trends and algorithm changes to adapt your strategy accordingly.
11. Test and experiment with different SEO tactics to identify what works best for your organization.
12. Collaborate with other departments within your organization to align SEO efforts with overall business goals.
13. Consider hiring an experienced SEO agency or professional to assist with strategy development and implementation.
14. Continuously track and measure the impact of your SEO efforts on organic growth and revenue.
15. Adapt and adjust your strategy as needed to maintain long-term success.
16. Regularly evaluate and optimize your website’s user experience to improve organic visibility.
17. Foster a culture of SEO within your organization, ensuring everyone understands its importance and contributes to its success.
18. Stay patient and persistent, as implementing an effective enterprise SEO strategy takes time and dedication.
19. Regularly measure your progress and celebrate milestones to maintain motivation and morale.

By following these steps and staying committed to refining your strategy, you can drive organic growth and revenue for your enterprise.

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