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..

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..

If you’re thinking it’s time to get serious about your SEO, here are five sure-fire ways to win at search this year – and beyond:

1. Know your audience
2. Use the right tools for informed SEO
3. Find out what the best are doing …. and do it better
4. Take SEO training
5. Maintain a good reputation
6. FAQ: How can I win at search engine optimization (SEO) in 2023 and beyond? 

1. Know Your Audience

SEO is about knowing what your audience wants, then making sure you have what they need at the moment they are searching. That’s the simplified version, anyway.

So it’s important to do the work to understand your audience, and how SEO can support their customer journey. Check out these tips for more …

3 Steps to Define Your Target Audience for Your SEO Program

In SEO, defining your audience means understanding what they search for. If you don’t know what your target audience would be searching for online then you won’t be able to create content that resonates with them. This can negatively impact conversions.

So, what to do?

1. Demographics: Study your target audience’s demographics. How do those characteristics play into what you have to offer? You can build profiles for both consumers and businesses, depending on if you’re B2C or B2B.
2. Keywords: Keywords, aka search queries, are simply the words and phrases that your target audience might use to find out more about what you have to offer, or the topics you’re a subject matter expert on. Keyword research fuels ideas for relevant content for your website.
3. Qualitative research: Interviewing your target audience is a great way to get inside their minds when it comes to what they want – or even their experience with your website.

For more, check out: 3 Steps to Define Your Target Audience for Your SEO Program

How SEO Supports the Customer Journey

SEO is a marketing activity, and like other marketing activities, it supports the customer journey from awareness to action.

In fact, research shows that people first turn to search engines for discovery and comparison shopping – and that the organic search channel is responsible for driving a majority of revenue over other digital channels for many businesses.

Here are a few ways that SEO supports this customer journey:

Awareness phase: As prospects turn to the search engines to discover what you have to offer, you need to show up in the search results. SEO exists to help you do just that.

Consideration phase: Showing up to the party is one thing, but persuading your prospects to engage with you is another. There is plenty of competition in the search results, and SEO tactics like a compelling search listing to garner click-throughs and great content on your site keep moving your prospects forward.

Decision-making phase: While SEO’s ultimate goal is to drive traffic, our website exists to convert visitors. Decision-making tools and customer reviews can go a long way to helping with this. And a good SEO team will suggest ways you can convert organic traffic better.

For more, check out: How SEO Supports the Customer Journey

2. Use the Right Tools for Informed SEO

You can’t do SEO well without the right data. Building an expert tool stack is one of the first steps to winning at search.

Here are some tips to help …

7 Google SEO Tools Every Website Publisher Should Use

These seven tools are a must-have in your SEO tool kit:

1. Google Analytics 4
2. Google Search Console
3. Mobile-Friendly Test
4. PageSpeed Insights
5. Page Experience Tools
6. Google Trends
7. Search Quality Rater Guidelines

For more, check out: 7 Google SEO Tools Every Website Publisher Should Use

By the way, if you are considering AI content tools as a solution – don’t. They are at best tools, good for outlining or quoting statistics, but it is not a content creation solution.

But it is a worthy tool. Read more about this in my article: AI-Generated Content Is a Tool, Not a Solution.

The Top SEO Software That Experts Use Every Day

There’s a tool for almost every SEO activity out there (and there are a lot of activities to do). We compiled a list of the tools we use on a daily basis for SEO activities like:

• Crawling
• Data aggregation
• Competitive research
• ADA compliance
• GDPR compliance
• Google algorithm affects
• Content optimization tools
• SEO browser extensions and tools

For more, check out:

• The Top SEO Software That Experts Use Every Day
• The Bruce Clay SEO Plugin for WordPress

3. Find Out What the Best Are Doing … And Do It Better

There’s a reason that content is ranking on Page 1 of the search results. Our job as SEO professionals is to figure out why. Of course, there are plenty of tools and strategies to help us do that so we’re not wasting time simply guessing.

Here are some strategies to beat the competition …

SEO Should Beat the Competition, Not the Algorithm

The goal of SEO is to avoid trying to beat a search engine algorithm, which consists of endless combinations of signals. The goal is to beat your competition, but how do you do that? Start by figuring out which websites are ranked at the top for your target queries. Then, create better content.

Keep in mind that when someone conducts a search on Google, its algorithm attempts to establish which webpage provides the most pertinent answers and offers the optimal user experience.

We can never know which algorithmic signals Google applies to a query, so we can never optimize perfectly. We can only try to be the least imperfect compared to the pages that are already ranking.

For example, all else equal, do you think Google would choose Page A over Page B if Page B was a slow-loading website?

For more, check out: SEO Should Beat the Competition Not the Algorithm

How to Do Competitor Research for SEO

So you want to figure out exactly what the competition is doing … here’s where the heavy lifting comes in. You’re going to need the right tools and a roadmap.

Here are some common ways to discover and spy on your competitors in the search results using the SEOToolSet, our own advanced suite of powerful SEO tools:

• Check out the Research Summary report, which gives you detailed information about the domains and webpages ranking for your target keywords.
• Then run the Multi Page Analyzer (MPA) tool to see what the competition is doing to rank. The Single Page Analyzer goes into more detail.
• Next analyze their link profiles using the SEOToolSet Link Report.
• Then you can look at the competition’s website health using the Site Checker.

Also don’t forget to do a SERP analysis to see what other types of content are ranking aside from the blue links.

For more, check out: How to Do Competitor Research for SEO

4. Take SEO Training

One of the best ways to gain a fresh perspective on SEO is to take training. Even the most seasoned SEO professionals prioritize learning.

That said, there are many ways to further an SEO education. Let’s discuss ….

What Is SEO Training?

Simply put: SEO training teaches you how to increase your website’s online visibility and traffic from search engines.

There are many types of educational opportunities out there, including:

• Online training
• In-person training
• Books

Beware of trying to cobble everything together from multiple sources, though. If you are serious about your SEO education, then look for a training course that organizes the chaos and filters out the wrong information. Bad SEO information can kill a website.

For more, check out: What Is SEO Training?

What’s Your SEO Learning Style?

Which type of SEO education is the best first for your preferred learning style? Not everyone learns the same way, and knowing this helps you evaluate a training course.

Most people will fall into one or more of the following learning styles:

• Visual: You prefer graphic elements over words.
• Auditory: You prefer lectures and discussions.
• Read/write: You prefer written information.
• Kinesthetic: You learn through doing.

Spend some time analyzing the following formats so you can figure out which resonates:

• Online training
• Classroom training
• Books
• Supplemental learning
• Membership websites

For more, check out my article on Search Engine Land: What’s Your SEO Learning Style?

It’s Time to Rethink Your SEO Training

The majority of learning during the pandemic took place online. As a result, online learning has evolved over the past handful of years.

Now, people are expecting more from their online learning than they did in 2019. They want more than just a status set of videos, they expect engagement.

Many people want to learn remotely with the option to engage with instructors and other students. And they want all types of content that cater to different learning styles and lifestyle preferences.

This is why it’s time to rethink what SEO training can be. As a company that’s been at the forefront of SEO training for more than 20 years, we’ve reimagined what virtual SEO training can look like.

For more, check out: It’s Time to Rethink Your SEO Training

5 Questions to Evaluate Any SEO Training Course

Always do your due diligence before signing up for SEO training. Here are five questions to ask before taking an online SEO course:

• Who created the course? Do they have the experience and knowledge to provide reliable guidance?
• What materials does the course cover? Know ahead of time the concepts you want to learn, then evaluate your options.
• How is the information presented? Not everyone learns in the same way or expects the same thing from a training course.
• How fresh is the information? Search evolves at break-neck speed. Depending on the topic, you don’t want a course that hasn’t been refreshed in a few years.
• What kind of reviews does the course get? The proof is in the pudding – what are students saying about it?

I wrote more about this on Search Engine Land. See: 5 Questions to Evaluate Any SEO Training Course.

And by the way, we’ve got an excellent training platform at SEOtraining.com. If you’re in need of expert online training with updated resources to help you win at search, you’ll find no better place.

5. Maintain a Good Reputation

Maintaining a good reputation can indirectly impact your search engine rankings. Here are some strategies for understanding reputation and SEO …

Is Sentiment an SEO Trust Signal?

Trust is a big deal to Google – it has said in its Search Quality Rater Guidelines that reputational research is key to understanding if a site is trustworthy or not.

For that reason, we believe that sentiment analysis should be a part of SEO strategy. For more, check out: Is Sentiment an SEO Trust Signal?

How to Use Sentiment Analysis to Strengthen SEO Trustworthiness

With the right tools and looking in the right places, you can begin to get a sense of how people view your business.

We take that data and use it to enhance our SEO audits and track the success of campaigns. Armed with the right sentiment data, we can help businesses:

• Address customer complaints
• Resolve satisfaction issues
• Reward happy reviewers
• Reinforce the brand’s reputation and trustworthiness

For more, read: How to Use Sentiment Analysis to Strengthen SEO Trustworthiness

There you have it – five strategies and multiple tactics to help you win at search this year. Follow the steps in this article and you can breathe new life into your SEO program.

Want expert help to win at search? Contact us today for a free consultation.

FAQ: How can I win at search engine optimization (SEO) in 2023 and beyond?

Search engine optimization (SEO) is an ever-evolving field. In order to stay ahead of the competition, adapting strategies and tactics to the evolving digital landscape is crucial in order to succeed at SEO in 2023.

Understanding Your Audience is Key to an Effective SEO Campaign

Be an informed SEO by arming yourself with the appropriate tools and data. Form an expert-led tool stack for gathering insights and making wise decisions; Google Analytics, Search Console and PageSpeed Insights are essential. In addition, consider installing browser extensions, competitor research tools and content-optimization tools as these will allow you to optimize your website while staying ahead of the competition.

SEO isn’t all about beating search engine algorithms — it’s also about outshooting your competition. Assess what the top sites in your field are doing to provide answers for specific searches, then strive to surpass that by offering superior user experiences, optimizing page loading speed and using decision-making tools. Improving your competitors’ strategies will help you increase organic traffic.

Invest in SEO Training

SEO is an ever-evolving field, so ongoing learning is a necessity. Consider investing in SEO training courses to gain a fresh perspective, expand knowledge and keep abreast of the latest trends. Look for courses with comprehensive information that filters out outdated or misleading material; bad SEO practices could harm your website so ensure reliable educational sources.

Maintain a Good Online Reputation

Keeping a positive online reputation can have an indirect effect on search engine ranking. Develop trust with your audience by responding quickly to customer concerns and rewarding positive reviews. Use sentiment analysis to gauge how your company is perceived, then use this knowledge to enhance SEO audits for maximum performance gains by building trustworthiness into the fabric of your brand and business.

Implementing these strategies and staying informed about SEO developments will position you to be successful in 2023. SEO should be approached as an ongoing process. Remain proactive, adapt to changing priorities and optimize your website continuously for maximum performance.

The post 5 Ways To Win at Search (Roundup) appeared first on Bruce Clay, Inc..

As savvy as SEOs and writers are, no one is an expert in multiple industries. Yet, we all have to gain that insider expertise right away when we land new clients to best serve them.

And if there is one area in SEO where expertise is going to be absolutely critical, it’s content development.

Quality content doesn’t happen by accident – there is a process to follow. So how do you ensure quality content as part of an SEO program? Here are five steps to help content creators ramp up quickly to start creating expert content right away.

1. 1. Do thorough keyword research
   2. Identify the experts
   3. Provide company resources
   4. Create a content repository
   5. Maintain the brand 

FAQ: How can I ensure quality content as part of an SEO program? 

1. Do Thorough Keyword Research

The keyword research portion of your SEO program should be so extensive that you have a really good idea of the target audience, including perhaps putting together some personas.

At that point, you should understand the type of content that needs to be created for the website, and be able to give the content team some initial notes on how to create it in a content brief for each page.

2. Identify the Experts

Who are the experts at the client company who can contribute to the topics you are going to talk about? Identify these folks early on and make sure you can talk with them as needed for interviews on certain topics or pages.

Remember, expertise is an important page quality factor according to Google. And for some topics like medical advice or financial guidance (aka YMYL topics), there is even a higher standard for expertise.

As you start the process, Google recommends in its Search Quality Rater Guidelines to ask a simple question: “Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well?”

Your next step is to engage the expert writer. Here you can leverage a writer or writers with expertise in the industry or simply expertise in content creation.

3. Provide Company Resources

It is important for content creators to understand what the company does, not just what the topic is about. This is critical for context.

Consider helping the content team ramp up by providing a client profile that contains resources for them to get to know the company.

This client profile might include things like:

• A description of the company’s products and services, including demos as needed.
• Persona profiles.
• The brand personality.
• A list of market competitors.

4. Create a Content Repository

Another way to help your writers create quality content fast is to have a content repository they can draw from as they are in “research mode.”

This can look like a Google Docs folder with all (or the most important) marketing collateral that has been published in the past few years.

Building a library of product/service one-pagers, white papers, e-books, case studies, and educational videos minimizes the amount of ambiguity or back-and-forth between the content creators and the client.

5. Maintain the Brand

Creating quality content as part of an SEO program means creating content that is going to be “on brand” throughout the site. You will need to ensure the writers can keep up with the brand’s tone, voice, and authority on the topic.

Create some style guidelines they can follow – this may include the corporate style guide the company already has and/or a set of guidelines you create specifically for the SEO program.

A Prepared Writer Is a Quality Writer

Creating quality content requires a lot of groundwork, and providing the resources outlined in this article to the writers will help them demonstrate expertise faster.

We offer professional writing services for clients who need high-quality content with built-in SEO. Fill out our contact form to schedule your FREE 1:1 consultation.

FAQ: How can I ensure quality content as part of an SEO program?

Search engines increasingly prioritize high-quality, relevant, user-oriented content in an ever-evolving digital landscape. To stay competitive, it’s vital that SEO campaigns create and optimize quality content.

Conducting thorough keyword research is crucial. By strategically using relevant keywords in your content and weaving them naturally into it, you can improve its visibility in search engine results. Keyword research allows you to understand what your target audience is searching for and tailor the information in your piece accordingly.

Prioritizing user experience is equally essential. Google and other search engines use metrics like bounce rates and time spent per page as indicators of content quality. To create an enjoyable user experience, ensure your text is easy for visitors to read and scan. Use headings, bullets, and subheadings for digestible text. Multimedia elements like videos and images can provide deeper engagement experiences that give visitors more depth than just words can offer.

Maintaining a consistent publishing schedule is key. Regularly updating your website with fresh, high-quality content signals to search engines that your site is active and authoritative. Set a realistic content publishing schedule that allows you to produce valuable content consistently. Remember, quality should always come before quantity. It is far preferable to publish a smaller number of in-depth and educational pieces than multiple shallow, poorly written ones.

Proofreading and editing should never be underestimated — your content’s credibility could be severely damaged by typos, grammar mistakes, and factual inaccuracies. Carefully proofread/edit your content before publishing it. You may want to hire an editor/copyeditor.

Successful SEO depends on high-quality content creation. You can increase the quality and ranking of your site in search engines through thorough keyword research, prioritizing user experience, maintaining an ongoing publishing schedule, and making sure all articles are error-free.

The post 5 Steps To Help Writers Create Expert Content for SEO appeared first on Bruce Clay, Inc..

If you haven’t been following my advice about focusing on SEO over the past couple of years during the pandemic, now is the time to focus. For many businesses, this means laying the foundation for a new SEO program.

Many companies are investing in their staff, either by reskilling employees or hiring new people. These people will need SEO training.

And it’s not just the marketing folks. SEO should be a strategic initiative across your organization if you want to be truly successful. That’s because more than just the marketing team has a stake in your website. And they all have competing priorities.

So as we adjust to how the pandemic has changed business, we need to look to the future. And part of that future is getting your staff ready to execute a highly successful SEO program so you can be found online. Begin learning now:

• A comprehensive real-time SEO curriculum
• Access to experts, different learning formats, and community
• FAQ: What are the benefits of a real-time SEO curriculum in virtual learning?

Two Major Benefits of Online SEO Training

One of the things that came out of the pandemic was a surge in virtual learning. Online learning offers many benefits, including reduced costs. And online SEO training can be excellent as a quick primer or continuing education.

But today, there is a distinction between regular old online training with a set of static videos, and a new approach to SEO training that reimagines the classroom online. If you really want to get a serious SEO education, nothing beats interactive online training.

Here are two major reasons why.

1. A Comprehensive, Real-Time SEO Curriculum

When we designed our new online SEO training, we wanted it to be a university-level, intensive curriculum. That is because some online courses lack the depth and breadth needed to fully understand the monumental topic of SEO.

When we used to run our classroom SEO training here in Simi Valley (pre-pandemic), it was 4.5 days of learning and included everything a person would need to know to seriously boost their SEO program.

We took that same rigorous training and adapted it to an interactive online environment.

Here’s a peek into all the topics we cover:

• The Importance of SEO
• SEO concepts
• Meet the search engines
• Website anatomy
• Search now and in the future
• Content for SEO
• Mobile SEO
• Local search
• Linking strategies
• Siloing concepts
• Technical SEO
• Best practices

As a real-time training format, we have the ability to tweak the curriculum and the content how we see fit to speak to current events. Regular online courses, once recorded, do not have the flexibility of changing content to reflect the newest trends.

While the fundamentals of SEO largely stay the same, a pre-recorded course can’t handle, for example, the latest algorithm changes. Or how SEO strategies have changed as a result of the pandemic. We can.

2. Access to Experts, Different Learning Formats, and Community

While virtual learning is on the rise and definitely has its place, the reality is that completion rates for online courses rarely rise above 15 percent.

This could be due in part to distraction and competing priorities. As this article points out about online learning: “Twentieth-century instructional methods just don’t work as well for busy, distracted 21st-century learners.”

You also have to consider the different generations of learners, all of which prefer different styles of learning. Plus, learning solo can be unmotivating for some.

The good news is that virtual SEO training is evolving. No longer will a set of static videos meet the needs of virtual learners.

For many, learning is inherently social. One of the pioneers of online learning, Andrew Ng, has said that (link above) traditional learning methods are often the most successful:

“Students sit with their best friends, they work on problems together, they critique each others’ solutions — lots of pedagogical studies show that these more interactive modes of student engagement result in better student learning.”

This is the type of community we are working towards with our online SEO training.

I’ve seen time and time again how the social component works in a classroom setting. So we want to be able to facilitate the type of support that comes from in-person classes.

We do that through things like an online forum where students can connect and live question-and-answer sessions with the instructors.

Start Planning Now

Learning a complex subject like SEO does not happen in a few hours of passively watching an online course. You need a format where there are no distractions, and where you can learn and collaborate with colleagues to solve your real-world SEO problems.

As we move out of uncertain times into more of the unknown, a solid SEO strategy is critical to business survival. Consider how you will get your team positioned for productivity and growth.

If you’re ready for your teams to learn SEO together, what are the next steps? There are not many top-notch interactive SEO courses that teach students how SEO really works. Go for quality, look at reputation, review testimonials and consider how the investment will set your business up for success.

This is a new SEO world and you do not bring a knife to a gunfight. Train your troops or settle for poor results.

When you’re ready to start or improve your SEO program, our online SEO training membership experience will teach you how to earn better results — more website traffic, online visibility, qualified leads, sales, customers AND revenue. Sign up here and start training today!

The post SEO Training: Get Ready for a Brand-new World appeared first on Bruce Clay, Inc..