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.

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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..

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.

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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..

Keywords are the driving force in generating traffic, engaging your target audience and boosting your online visibility.

But to conduct keyword research effectively, you’ll need to identify seed keywords. Seed keywords are essential, serving as the foundation upon which your entire strategy is built.

In this article:

• Understanding Seed Keywords
• Expanding Your Keyword Universe
• Organizing and Prioritizing
• Creating High-Quality Content
• Monitoring and Adapting
• FAQ: How do you choose your seed keyword? 

Understanding Seed Keywords

A seed keyword is a fundamental term or phrase representing your research’s core topic or theme. It’s the starting point from which you branch out to discover related keywords and ideas.

For instance, if you’re in the fitness industry, “exercise routines” could be your seed keyword. When you drop your seed keywords into a keyword tool, you’ll get millions of different keyword options, both short-term and long-term.

So, how do you find the seed keywords you want to use in your content?

At times, your most powerful tool is your own intellect. To unearth seed keywords, initiate the process by compiling a roster of evident variations and synonyms related to the subject of your investigation. This step holds significance due to the operational methodology of the majority of keyword research tools.

If you have limited familiarity with the industry and require inspiration, consider examining the keywords for which related websites are achieving rankings. One of the most valuable sources of information is the Search Engine Results Page (SERP) — just enter one of your initial keyword concepts and explore the search results to find inspiration.

Compiling a list of products or services linked to your keyword can prove to be a straightforward method for discovering seed keywords. For instance, “REI” could feature items like “hiking gear, hiking backpacks, hiking apparel,” and so on.

To identify these associated products and services, simply conduct Google searches and explore niche-specific websites that offer related items. Additionally, examining navigation menus can be a valuable tool, especially for e-commerce websites with extensive product pages.

Expanding Your Keyword Universe

Once you have your seed keyword, you can expand your keyword universe. Use keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or our SEOToolSet® to discover related keywords and phrases. These tools will provide valuable data, including search volume, competition and keyword trends.

Utilize the Google Keyword Tool, and if available, tools like Wordtracker and Keyword Discovery, to broaden your initial keyword list and gain insights into the relative search volumes of all your keywords.

A word of caution: Google’s estimated monthly search volumes can be misleading, so they should mainly be used as an indication of keyword popularity. If Keyword A’s monthly search volume is 5,000 and 10,000 for Keyword B, then keyword B would likely be more popular. It would also be safe to assume that ranking highly for this particular keyword would automatically bring in 10,000 users each month; although, of course, nothing guarantees it!

For more, read:

• What Are Keywords? Why Are Keywords Important to SEO? And How Do You Do Keyword Research?

Organizing and Prioritizing

After gathering a list of potential keywords, organize and prioritize them, considering the relevance of each keyword to your content or marketing campaign.

High search volume and low competition are generally desirable as they indicate the potential for attracting a larger audience while facing less competition. However, don’t overlook long-tail keywords, which can be highly targeted and may bring in users who are more inclined to convert into customers or engage with your content.

When organizing your keywords, it’s helpful to categorize them into different thematic groups. Dividing keywords into groups serves multiple keyword objectives while maintaining a cohesive and user-friendly website structure, and it allows for a more structured approach to your content creation and marketing efforts.

Additionally, it’s wise to regularly revisit and update your keyword list, as search trends and user behavior can change over time. This ongoing keyword management ensures that your strategy remains effective and adaptable to evolving search engine algorithms and user preferences.

For more on long-tail keywords, read:

• How Can I Find Long-Tail Keywords and Why Are They Valuable?

Creating High-Quality Content

Seed keywords are not just for SEO; they should also guide your content creation. Develop high-quality content around your seed keyword and its related terms. This will not only improve your search engine rankings but also engage your audience more effectively.

Using seed keywords as an outline for your content is an excellent strategy for creating well-structured and search engine-friendly material. They represent the core concepts and themes of your topic, providing a roadmap for your content creation process. Starting with seed keywords ensures that your content remains focused and aligned with your target audience’s interests and needs.

Once you have your seed keywords, expand upon them to create a content outline. This outline can help you organize your thoughts, identify subtopics and ensure that your content covers all the essential aspects of your subject.

Each seed keyword can become a major section or heading within your content, and you can use related keywords and phrases to develop the subpoints or details. Structure your content so it is both easier to write and more readable for readers. Search engines will reward you for well-structured, organized material.

For more, read:

• 5 Steps To Help Writers Create Expert Content for SEO
• What Makes a Webpage Quality?

Monitoring and Adapting

Keyword research is an ongoing process. Regularly monitor the performance of your selected keywords and adjust your strategy accordingly. As search trends evolve, so should your approach.

Seed keywords are the foundation for your entire keyword research strategy. Start your digital marketing off right by selecting and expanding on a relevant seed keyword, then broadening it as needed to meet the needs of your target audience.

Our SEO experts can help you identify the best seed keywords for your business. Contact us today for a free consultation.

FAQ: How do you choose your seed keyword?

Choosing the right seed keyword is a critical first step in any successful keyword research process. Here are some considerations to help you select the most suitable seed keyword for your project.

Start by identifying keywords directly related to your website’s niche or the topic you want to focus on. These keywords should reflect the core themes and subject matter of your content.

For example, if you run a fitness blog, a seed keyword like “weight loss tips” is highly relevant. Consider your target audience’s interests and needs to ensure that your seed keyword aligns with their search.

Analyze the search volume and competition for your chosen seed keyword. Tools like Google Keyword Planner, Ahrefs, SEMrush, Moz, or SEOToolSet® can help you assess this data.

Aim for keywords with a healthy search volume, but be mindful of overly competitive ones, as it may be difficult to rank for them as a beginner. Finding a balance between search volume and competition is essential to ensure your efforts yield results.

Long-tail keywords are more specific and can often be easier to rank for. Once you have your seed keyword, explore long-tail variations that stem from it. These are often longer and more detailed phrases that potential visitors might use in their search queries.

For instance, if your seed keyword is “healthy recipes,” long-tail keywords like “quick healthy breakfast recipes” or “low-calorie dinner recipes” can help you capture a more targeted audience. Long-tail keywords can be a goldmine of untapped potential.

Step-by-Step Procedure:

1. Identify the core theme or topic of your research, which will serve as your seed keyword.
2. Utilize keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or SEOToolSet® to discover related keywords and phrases.
3. Analyze the data provided by these tools, including search volume and competition, to evaluate the potential of each keyword.
4. Organize your list of keywords based on relevance and potential impact on your content or marketing campaign.
5. Prioritize keywords with high search volume and low competition, but also consider long-tail keywords for targeting specific audiences.
6. Develop high-quality content centered around your seed keyword and related terms.
7. Ensure your content is optimized for SEO by including keywords naturally within the text, headings and meta tags.
8. Monitor the performance of your selected keywords using analytics tools and track changes in search trends.
9. Regularly review and adapt your keyword strategy to stay aligned with evolving search behaviors and industry trends.
10. Continuously refine your content and SEO efforts based on the insights gained from monitoring and analysis.

The post What Is a Seed Keyword and How Can I Use It in My Research? appeared first on Bruce Clay, Inc..

Keyword research is a fundamental aspect of any successful SEO strategy. As it constantly changes, simply compiling keywords will not guarantee success in search engine marketing.

To truly excel, you need to dig deeper and comprehend the search intent behind those keywords.

In this article:

• Understanding the Main Types of Search Intent
• Creating Content That Matches User Expectations
• Enhancing User Experience and Reducing Bounce Rates
• Utilizing Long-Tail Keywords Effectively
• Monitoring and Adapting to Changing Trends
• FAQ: What are the key steps and considerations involved in aligning your content strategy with search intent?

Understanding the Main Types of Search Intent

Search intent can be categorized into four primary types: informational, navigational, commercial and transactional.

Informational intent is when a user seeks knowledge, navigational intent is directed towards finding a specific website or page, commercial intent is directed at a desire to purchase something (service or product), and transactional intent indicates an intention to purchase or take an action. Recognizing which type aligns with your content is critical in selecting the right keywords.

Ensuring that your content corresponds with the search intent behind your target audience’s chosen keywords is a pivotal strategy for reducing bounce rates. It’s essential to select the appropriate page type for each keyword based on the specific intent that the keyword reflects.

For instance, if a user seeks information, avoid directing them to a product page. Conversely, if a searcher employs a high-purchase-intent keyword, it’s counterproductive to present them with an article about your brand’s mission.

Creating Content That Matches User Expectations

Once you’ve identified the search intent, tailor your content accordingly. For example, if the intent is informational, then creating in-depth guides, articles, or tutorials will resonate with users. On the other hand, transactional intent calls for clear and persuasive product pages or calls to action.

Construct your content framework by considering the specific search intent and analyzing the results. This blueprint should encompass a captivating headline, an engaging introduction, a well-defined main body and a powerful conclusion.

The headline’s purpose is to captivate user attention and pique their curiosity while aligning with their search intent. Meanwhile, the introduction must effectively engage readers, outlining what they can expect to gain from your content.

In the main body, you must deliver on the promises, addressing the users’ inquiries or providing solutions to their issues. Lastly, summarize the key takeaways from your content and incorporate a compelling call to action to guide users toward the desired next steps.

Enhancing User Experience and Reducing Bounce Rates

Understanding search intent helps you optimize your website’s user experience. When users find content that aligns with their intent, they are more likely to engage and stay on your site longer. Reduced bounce rates signal to search engines that your content is valuable and relevant, positively impacting your ranking.

Reducing bounce rates across various website page types, such as product pages, collection pages and blogs, hinges on aligning your content with your customers’ search intent. Achieving this necessitates a comprehensive grasp of your customer’s purchasing journey and identifying the queries they must answer to inform their buying choices.

Search intent represents the primary objective of a consumer when utilizing a search engine. Google’s AI-driven algorithm constantly enhances its ability to discern and address the underlying question, “What is the searcher truly seeking?” for each unique search query. Consequently, Google now provides increasingly precise and relevant results that align with the searcher’s needs.

In the context of product-related queries, Google can distinguish between informational and transactional intent, distinguishing whether the user is seeking information or aiming to make a purchase. Simply presenting limited product information on an e-commerce product page falls short of satisfying the user’s search query for informational keywords.

Utilizing Long-Tail Keywords Effectively

Long-tail keywords are often associated with specific search intent. Incorporating these into your keyword research strategy can help you target a more niche audience and provide content that directly addresses their needs.

Long-tail keywords often exhibit reduced search volume, face less competition and come with lower CPCs than single-word search queries.

The increased likelihood of conversion with long-tail keywords arises from their inherent specificity, making it easier to discern the precise intent behind a user’s search. This stands in contrast to single-word queries with high monthly search volume, which can be more challenging to decipher due to their potentially diverse purposes.

Consequently, accurately pinpointing a long-tail keyword for a marketing landing page is a more straightforward task. This specificity aligns with the user’s search intent, resulting in more effective targeting.

From an SEO perspective, optimizing your content for longer, more detailed search phrases helps establish a website’s authority. The potential to rank for more competitive keywords with higher search volumes is greater, ultimately increasing traffic.

Monitoring and Adapting to Changing Trends

Search intent is not static. As trends and user behaviors evolve, so do search intent patterns. Regularly monitor and adapt your keyword strategy to reflect these changes to keep your content relevant and maintain your SEO performance.

Understanding search intent goes beyond simply identifying keywords — it involves diving into the minds of your audience and tailoring your content to meet user requirements. Keep this in mind as you develop your SEO strategies.

Our SEO experts can help you understand the search intent behind your desired keywords. Contact us for a free consultation, and let’s talk about how we can create SEO content that works for your brand. 

FAQ: What are the key steps and considerations involved in aligning your content strategy with search intent?

Aligning your content strategy with search intent is crucial for successful SEO and content marketing. To do this effectively, start by identifying the primary keyword or topic of your content and determine the type of search intent it serves (informational, navigational, or transactional). Then, create content that matches the identified intent – like comprehensive guides for informational queries or clear calls to action for transactional ones.

Prioritize user experience and incorporate relevant long-tail keywords into your strategy. Stay updated on changing search intent patterns, analyze your content’s performance in SERPs, conduct competitor analysis, and collaborate with your content team while utilizing SEO tools and analytics to ensure your content remains competitive and aligned with user expectations.

Step-by-Step Procedure:

1. Start by identifying the primary keyword or topic of your content.
2. Research and analyze the main types of search intent: informational, navigational, commercial and transactional.
3. Determine which type of search intent aligns with your content.
4. Craft your content to match the identified search intent.
5. If the intent is informational, create comprehensive guides or articles; for transactional intent, focus on clear calls to action or product pages.
6. Optimize your website’s user experience to reduce bounce rates by aligning content with user expectations.
7. Incorporate long-tail keywords associated with specific search intent into your keyword strategy.
8. Monitor trends and user behavior regularly to stay updated on changing search intent patterns.
9. Adapt your keyword strategy accordingly to ensure your content remains relevant.
10. Continuously analyze the performance of your content in search engine results pages (SERPs).
11. Adjust your keyword strategy based on the performance data to improve rankings and user engagement.
12. Conduct competitor analysis to stay competitive in your niche.
13. Stay informed about industry trends and algorithm updates that may impact search intent.
14. Collaborate with your content team to ensure a unified approach to understanding and addressing search intent.
15. Utilize SEO tools and analytics to track keyword performance and user behavior.
16. Test and refine your content based on user feedback and data-driven insights.
17. Keep your keyword research and search intent analysis up-to-date to maintain a successful SEO strategy.
18. Share your findings and insights with your team or clients to ensure alignment on keyword research and content strategies.
19. Continuously learn and adapt to the evolving search intent and SEO landscape.
20. Regularly review and revise your keyword research and content strategies to remain competitive and meet user needs effectively.

The post How Does Understanding Search Intent Impact Keyword Research? appeared first on Bruce Clay, Inc..

But it’s not just about being a big brand. It’s about the signals that come along with having a strong brand. Like expertise, authority, and trust.

Presumably, big brands have bigger budgets and more resources, allowing them to do better SEO and compete better in the search results.

• Feedback loop for Google
• Familiarity matters 
• FAQ: How do big brands leverage their advantage in SEO to dominate search results?

Feedback Loop for Google

A more aggressive SEO strategy with all the right components can increase expertise, authority, and trust signals to Google. So, Google will reward that brand’s website.

If that brand ends up in position one on the search results, it will begin to garner more clickthrough than the other results.

And if people dwell on that site for a significant period of time, that could also be a signal that the page is very relevant to users.

All this can then act as a feedback loop for Google to continue to reward that page.

Don’t forget also that if you have a strong brand, people will recognize that, and it may impact their willingness to click on a result, too.

Familiarity Matters

One study showed that 26% said a familiar brand was a reason for clicking on search ads. Even though that study is referring to ads, it is telling nonetheless how people may react to brands in the organic search results.

So, there are many factors that can contribute to why big brands tend to show up in search results.

But are the giants always better than the little guys? The answer is no. In fact, a lot of times, big brands have more turnover and are less agile than the smaller guys.

However, despite a smaller company’s best efforts, there are times when big brands still outrank them.

For example, take RankBrain, Google Search’s machine learning component applied to its search results. It *may* enhance the favoritism of brands in the results, as I’ve written about here:

Because Google tends to favor big brands online for a variety of reasons, with RankBrain things like the site’s engagement rate, mentions of the brand across many social sites and so on could further enhance favoritism here. This could happen despite the fact that some bigger brands may have a weaker link profile than other websites in their space.

So, what do you do when you think you can do better than the big guys that are ranking number one? You try it!

Despite the fact that it can take a lot of work (and perhaps a bigger SEO budget), you can try to be “least imperfect” compared to the brand that is ranking for your desired keywords in the search results.

Remember, SEO is about beating the competition, not the algorithm. Also, remember that agility and speed to implement changes is a smaller company’s weapon against the big guys. Don’t be surprised by the traffic you didn’t get for the SEO work you didn’t do.

Will it always work? No. There are situations where it can be near impossible.

For example, if you are trying to compete for product-related keywords against a big brand, or if you have a history of spam or a manual penalty of some sort.

One way we’ve been able to help clients go up against big brands is by rethinking their keyword strategy altogether. Historically, brands have not been very good at owning long-tail keywords (those are the three to five-word keywords).

There is a lot of opportunity when you go after these keywords — you can get a good amount of traffic.

So does Google favor brands in the search results regardless of their SEO?

It occurred to me that this article could have been just one word – YES! But keeping to SEO answer standards – IT DEPENDS. Google tries to rank the highest quality, most relevant pages for a query. And major brands tend to have a lot of signals that Google is looking for.

Google is not perfect, however. That means smaller brands need to work harder to compete.

I have written about this topic at length in the past. So for in-depth SEO tips, see my article on how to beat the giants in the search results. And check out 50 “white hat” ways to get authority links to your site.

This article was inspired by a question I received during our live monthly Q&A sessions for SEOtraining.com members. Each month we meet to discuss all things SEO and answer member questions directly. If you’d like me to answer your SEO question live, head over to SEOtraining.com and sign up for membership.

FAQ: How do big brands leverage their advantage in SEO to dominate search results?

Big brands have mastered the art of leveraging their inherent advantages to secure top positions in search results. As an authoritative voice in the realm of SEO, I am excited to unveil the tactics that enable these brands to establish and maintain their dominance.

Harnessing the Power of Brand Signals

Big brands have a distinct advantage due to their reputation, expertise, and trustworthiness. These brand signals send a strong message to search engines, affirming the credibility and relevance of their content. By consistently delivering high-quality and authoritative content, big brands build a solid foundation that propels them to the forefront of search results.

Strategic Content Creation and Optimization

One of the cornerstones of big brands’ SEO success lies in their strategic content creation and optimization approach. These brands craft meticulously researched and informative content that resonates with their target audience. Incorporating relevant keywords and semantic variations, they optimize their content to align seamlessly with user intent. This strategic alignment significantly enhances their visibility in search results.

Elevating User Experience and Engagement

User experience plays a pivotal role in SEO dominance. Big brands invest in creating user-friendly websites that offer intuitive navigation, fast loading times, and mobile responsiveness. Providing a seamless and engaging browsing experience encourages users to spend more time on their site. This extended dwell time signals to search engines that the content is valuable and relevant, further solidifying their position in search rankings.

Strategies for Building Quality Backlinks

Big brands understand the importance of building a robust backlink profile. They forge strategic partnerships, collaborate with influencers, and engage in authoritative guest posting to acquire high-quality backlinks from reputable sources. These backlinks serve as a vote of confidence from the online community, enhancing their authority and visibility in search results.

Staying Ahead of Algorithm Changes

Search engine algorithms are constantly evolving, and big brands quickly adapt. They regularly monitor algorithm updates and industry trends and adjust their strategies to align with the latest best practices. By staying ahead of the curve, they maintain their competitive edge and continue to dominate search results.

The dominance of big brands in search results results from strategic and multifaceted SEO techniques. By capitalizing on brand signals, creating optimized content, prioritizing user experience, building quality backlinks, and staying agile in the face of algorithm changes, these brands carve a path to search supremacy. For businesses aspiring to emulate their success, a comprehensive and strategic SEO approach is the key to unlocking similar achievements.

Step-by-Step Procedure for Leveraging SEO Advantage for Search Dominance:

1. Establish a robust brand identity focusing on expertise, authority, and trustworthiness.
2. Conduct thorough keyword research to identify relevant search terms and user intent.
3. Create high-quality, informative content aligned with user needs and search intent.
4. Optimize content using relevant keywords, semantic variations, and structured data.
5. Ensure a seamless user experience with a mobile-friendly and user-friendly website design.
6. Monitor website speed and performance to enhance user engagement and dwell time.
7. Develop a strategic backlink acquisition plan, including influencer collaborations and guest posting.
8. Focus on building quality backlinks from reputable and authoritative sources.
9. Regularly audit and optimize existing content to maintain relevance and search visibility.
10. Stay updated with search engine algorithm changes and industry trends.
11. Adapt SEO strategies in response to algorithm updates to maintain a competitive edge.
12. Continuously track and analyze website performance using analytics tools.
13. Monitor keyword rankings and organic search traffic to assess SEO effectiveness.
14. Leverage data-driven insights to refine content and SEO strategies over time.
15. Engage with your target audience through social media and online communities.
16. Encourage user-generated content and reviews to enhance brand credibility.
17. Foster partnerships and collaborations within your industry to amplify your brand’s reach.
18. Regularly update and refresh content to provide up-to-date and relevant information.
19. Implement structured data markup to enhance search engine understanding of your content.
20. Cultivate a continuous learning and optimization culture within your SEO team.

The post Does Google Favor Brands Regardless of SEO? appeared first on Bruce Clay, Inc..

What is a Search Engine Results Page (SERP)?

SERP: A page produced by a search engine in response to a user query listing what is algorithmically the best results for that query.

SEO Ranking: the position of a website on the SERP for organic results as presented in response to a query. This ranking usually has a direct relationship to traffic, which is the purpose of SEO. This is limited to the specific query.

A Search Engine Ranking Report gives you a look into your organic search rankings for sets of keywords, not just one keyword. It takes the individual rankings from a set of search engine results pages and combines them into a single report for all monitored keywords.

I’ll talk more about why it’s important and what it can do for you as we discuss:

• What search engine rankings tell you (and don’t tell you)
• What does a search engine ranking report do
• A search engine ranking report is a useful tool in your SEO toolbox
• FAQ: How can I effectively monitor my website’s search engine rankings to improve my SEO strategy?

What Search Engine Rankings Tell You (and Don’t Tell You)

Rankings are not the be all, end all of SEO. In fact, any SEO professional or company that only promises rankings as the end result of SEO is not doing their entire job. What rankings are, though, is a possible leading indicator of organic traffic.

For example, your website can rank for keywords, but does that mean anyone is searching for them? Will they click on the result? And if they do, is it valuable traffic? None of these are givens.

To that point, you definitely want to rank. But you want to rank for the right terms targeting the right audience that will generate traffic.

Also, you want to rank on Page 1 of the search results. There’s a famous saying in the SEO community that Page 2 is the best place to hide a dead body. And I am fond of pointing out that the only people going to Page 3 of search results are SEOs looking for their own websites.

I am fond of pointing out that the only people going to Page 3 of search results are SEOs looking for their own websites.
- Bruce Clay

The data shows time and time again that all the eyeballs are on the first page.

So analyzing your search rankings is important if you want to:

• Get your webpages on Page 1.
• See trends that hopefully show ranking progress. What a user sees will vary, but a consistent ranking monitor report showing keyword-by-keyword rankings over time is valuable.
• Monitor any sudden ranking changes so that you can then figure out if it was something Google changed, for example, or something on your website that caused it.

Some things search engine rankings won’t do. A search engine ranking report won’t tell you if you are:

• Targeting the right keywords
• Driving traffic
• Driving quality traffic
• Getting conversions
• Making revenue from SEO

Keep in mind that rankings fluctuate, and they vary from user to user, morning to night, region to region, or even what you see on your desk minute to minute. Five users in the same city may see different results even at the same time based upon their prior search history. So do not compare the reports to browser searches.

What Does a Search Engine Ranking Report Do?

A search engine ranking report gives you a view of your webpages’ rankings in the search results that’s as unbiased as possible. These reports are vital for monitoring trends over time compared to prior results.

As mentioned above, unbiased is important because search engines like Google personalize your search results based on things like being signed into Google, prior search history, location, and more.

So manually checking your search results rankings by going to the search results and typing in a query can give you a false reading.

There are many companies offering search engine ranking reports. I’ll use ours from the SEOToolSet® as an example of the data you can get. Ours happens to be one of the fastest real-time search engine ranking monitors on the market.

With a search engine ranking report from our Ranking Monitor, you can:

• Get your webpages’ unbiased rankings across Google and Bing search engines.
• See which keywords your site is ranking for and which pages are ranking for them.
• Run the report on demand, or schedule it to run at regular intervals automatically so you can track how rankings fluctuate over time.
• Specify locations worldwide so you can monitor rankings across the globe if you are doing international SEO.
• Run reports to show rankings over time with comparison data across timeframes.
• Gather competition rankings for your keywords at the same time.
• See how your other websites also perform for your keywords as aliases.

Our search engine ranking report gives you details like:

• The highest ranking your site has had for the keyword across search engines/countries.
• The estimated amount of monthly search activity for the associated keyword. Use this to gauge the popularity of a keyword.
• The estimated number of search results for the associated keyword so you can gauge the competitiveness of a keyword; more pages equals more competitors to beat out for a high ranking.
• The estimated average cost per click for the associated keyword. Use this to gauge the competitiveness of a keyword; higher CPC generally means more people bidding and driving the price higher.

Search engine ranking reports are also useful for tracking your competitors’ rankings. This gives you the same unbiased information and shows you how your website stacks up to your competitors.

Our Competitor Ranking tool in the SEOToolSet lets you add a market competitor to track their rankings and lets you compare by keyword, by competitor, or even across markets. This report tells you where your competitors rank for the keywords you care about.

Using this report, you can see if a competitor ranks better than you for your keywords. If they are, then it’s worth your time to review their site and see what they’re doing to get a better ranking.

The SEO analysis of a competitor is outside the scope of this report, but you can check the site for the amount of relevant content, inbound links, etc. to see where they are outperforming your site. (Here’s more on competitor research for SEO.)

A Search Engine Ranking Report Is a Useful Tool in Your SEO Toolbox

Understanding your website’s (and your competitors’) search rankings is one way to monitor your SEO progress. And doing it manually without any tools can lead to bad data because of personalization in the search results.

As a result, a search engine ranking report is an important tool in your SEO toolbox that will lead you to ask better questions as you are trying to build a good SEO strategy.

Is your SEO performing as well as you need it to? If your current rankings aren’t bringing you the traffic you need, contact us for a free quote and consultation. Our expert SEO services could help your website turn a corner.

FAQ: How can I effectively monitor my website’s search engine rankings to improve my SEO strategy?

Search engine ranking monitoring is a pivotal aspect of a successful SEO strategy. By effectively tracking and analyzing your website’s position in search engine results pages (SERPs), you can uncover valuable insights to refine your approach and drive better organic traffic. This article delves into key strategies that will empower you to stay at the forefront of search results and optimize your SEO efforts.

To embark on this journey, utilizing reliable ranking monitoring tools is imperative. Platforms like SEMrush and Moz offer comprehensive reports that reveal your site’s performance across various keywords. Such tools provide your ranking and insights into your competitors’ positions, allowing you to benchmark your performance against industry leaders.

Keyword selection is a cornerstone of effective ranking monitoring. Focusing on the right keywords that align with your target audience’s search intent is paramount. Regularly assess which keywords drive the most traffic and conversions and adjust your strategy accordingly. A dynamic keyword optimization approach ensures you continuously align your content with user expectations.

Regularity in monitoring cannot be stressed enough. Search engine rankings are dynamic and can change rapidly due to algorithm updates or shifts in user behavior. Establish a consistent schedule for tracking your rankings. This practice enables you to identify trends and anomalies over time, allowing you to respond promptly to any sudden changes.

The art of effective ranking monitoring extends beyond analyzing numbers; it requires insightful interpretation. Scrutinize your data to identify patterns and correlations. For instance, if a drop in ranking coincides with a change in your website’s structure, this insight could point toward optimization opportunities. Marrying data with context uncovers hidden gems for refining your SEO strategy.

Mastering search engine ranking monitoring involves a blend of powerful tools, strategic keyword optimization, regularity, and insightful interpretation. Embrace the iterative nature of SEO by constantly refining your strategy based on the insights you gain. The search landscape is ever-evolving, and staying vigilant in your ranking monitoring endeavors will position you for SEO success.

Step-by-Step Procedure: How to Effectively Monitor Search Engine Rankings for Enhanced SEO Strategy

1. Choose a Reliable Ranking Monitoring Tool: Select a reputable tool like SEMrush or Moz for comprehensive ranking reports.
2. Focus on Relevant Keywords: Optimize keywords that align with your target audience’s search intent.
3. Regular Monitoring Schedule: Establish a consistent schedule to track rankings and identify trends.
4. Interpret Data Insightfully: Analyze data for patterns and correlations to inform strategic decisions.

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

So the bottom line is that you need to be on Page 1 — we know that. And to get the most clicks, you need to consider what position you appear there. In this article, I’ll share data and make some observations about click-through rates and search engine results page (SERP) position.

• Before we dive in
• Click-through rates by SERP position
• How searchers look at the SERPS
• FAQ: How do search engine click-through rates relate to SERP positions and user behavior?

Before We Dive In

The way people search is complex. Do they only look at the first result? Not always. Searchers are getting savvier, and many will look at several results before choosing the one they want.

Not only that, but the search engine results pages change for every query. That means you’re not just getting “10 blue links,” you’re getting potentially a whole host of different SERP features. And each combination of SERP features can impact the average click-through rates.

At the end of the day, we cannot simply rely on the data. We have to work to understand why the data is the way it is.

While the numbers may seem straightforward, as SEOs especially, we need to reverse engineer from the outcome — why did they click on that result? What factors led to that result being in the No. 1 position in the first place?

This is where we can begin to derive value from this type of data.

Click-Through Rates by SERP Position

Even though the data varies slightly from study to study, all the latest research on click-through rates by SERP position shows the same thing: the first organic listing on the page gets the most clicks, and each position after shows a decline.

The largest discrepancy across studies is just how much the click-through rate changes per SERP position. And that is because the companies that put out this data each used different methodologies.

For example, data from Ignite Visibility shows the following data for the first three positions:

• Position 1 – 43.32%
• Position 2 – 37.36%
• Position 3 – 29.90%

On the other hand, a Sistrix study analyzed billions of search results and found the following overall click data:

• Position 1 – 28.5%
• Position 2 – 15.7%
• Position 3 – 11%

And, Backlinko showed the following data instead:

• Position 1 – 31.73%
• Position 2 – 25.71%
• Position 3 – 18.66%

As the comparison chart shows, the percentage differences between the studies don’t seem to change the overall trend. The fact is, every study shows that, in general, the higher up you are in the search results, the better chance you have of a click.

But SERPs Change … Does CTR Change Too?

The general averages are interesting, but we have to consider the fact that each SERP is different with different features. How does that impact the click-through rate?

Sistrix wanted to answer that question, too, so their research looks closer at how different SERPs produce different click-through rates. With the majority of traffic coming from mobile devices these days, Sistrix looked only at mobile behavior, not desktop.

As a reminder, here was the average click-through rates they found, and then they compared this data to the click-through rates of the different types of SERPs:

• Position 1 – 28.5%
• Position 2 – 15.7%
• Position 3 – 11%

SERPs with Just the 10 Blue Links

When a SERP layout had just the 10 blue links and no other distracting elements, the percentage of organic clicks was much higher for the first two positions compared to SERPs in general, though clicks were about the same as the average for the third result:

• Position 1 – 34.2%
• Position 2 – 17.1%
• Position 3 – 11.4%

SERPs with Featured Snippets

Featured snippets are often referred to as “position zero” because they show up above all the other organic links, as pictured here:

Sistrix found that when there is a featured snippet on the SERP, it costs the first organic result about five percentage points in click-through rate. They go on to explain:

The first ranking (with the featured snippet) has a click rate that is 5.3% percentage points below the average value for this position. The website from which the information in the featured snippet is created does not benefit from the featured snippet.

Interestingly, the websites at positions # 2 and # 3 benefit significantly: the second place winner gets almost five additional percentage points compared to the average (15.7% to 20.5%) and the third place site will also get an increase in CTR from 11% to 13.3%.

If your target keyword tends to serve up a featured snippet in the search result, it’s worth trying to optimize your webpage for that featured snippet so you can get more clicks. For more, see: 3 Surprising On-Page SEO Techniques You May Not Know About

SERPs with Direct Answers

When a SERP featured a direct answer from Google (think calculators, measurement conversions, weather, etc.), average click-through rates for the first organic position and subsequent positions plummeted.

Sistrix explains:

The CTR in the first position almost halved and plummeted from 28.5% to only 16.3%. But there is also a first in the data: the second organic position receives more clicks than the first position with this SERP layout: 16.7% of Google users click on # 2 and not on # 1.

SERPs with Other Universal Results

When SERPs had other features like news, images, recipes, and other types of universal search results, the organic blue links did not get as many clicks as they would if no other distracting elements were on the page.

Here are a couple of examples:

Organic Listings with News Results

Organic Listings with Recipe Results

Interestingly, SERPs with videos increased the click-through rate of the first organic listing by quite a bit. One possible explanation for that is covered in the next section.

Organic Listings with Video Results

How Searchers Look at the SERPs

The data shows that the first position gets the most clicks. But does that mean that searchers only look at the first result before clicking? Data from Ignite Visibility suggests no.

In its report on searcher intent, Ignite Visibility reported the following:

When asked how many search results they read before clicking a link, 17.4% said they looked at three results, followed by 15.6% who only read the first result, 14.2% who read five, 14% who read 10+, 13.4% who read four, 8.4% who read two, and 7.6% who read six.

This is in line with other (older) research that showed desktop users will scan the results from the top left and down to find the result they want to click.

The study also found that despite all the SERP features available to searchers, the majority (55.1%) preferred written content, followed by 29.1% that preferred images, 13.8% preferred videos, and 2% preferred audio content.

This might explain why, as outlined in the previous section, the first organic “blue link” listing actually gets more clicks when video is in the SERP for that search.

Takeaways: What Does This All Mean?

Overwhelmingly, the results that show up the highest on the SERP get the most attention. That we know. But what does it mean from a practical standpoint?

In terms of SEO, you need to first have a whole-SERP strategy. That means understanding what types of features show up for your target keywords on the SERP, and then optimizing for them.

Of course, you might have to contend with things like direct answers in your SERPs, which make it really difficult to compete. For these situations, I recommend reading: How to Adapt SEO in a Zero-Click World.

Once you know who is in the top spot for your keyword, that’s when you start analyzing the competition. Remember, your goal is to be least imperfect compared to the competition. So use the right tools to better understand what they are getting right (and wrong). See: How to Do Competitor Research for SEO.

If you need the help of an expert team to meet your website’s SEO goals, contact us for a free consultation today.

FAQ: How do search engine click-through rates relate to SERP positions and user behavior?

Understanding the relationship between search engine click-through rates (CTR), SERP positions, and user behavior is paramount. These elements converge to shape the success of your online presence, and grasping their dynamics can significantly enhance your SEO strategy.

Search engine click-through rates (CTR) are a pivotal metric, reflecting the effectiveness of your website’s positioning in search results. The symbiotic relationship between CTR and SERP positions is undeniable – higher positions inherently attract more clicks. Research consistently confirms that the first organic listing captures the lion’s share of clicks, with subsequent positions experiencing a decline in CTR.

User behavior on SERPs is a multifaceted phenomenon. Contrary to the notion that users solely focus on the first result, studies reveal a more nuanced approach. Savvy searchers often scan multiple results before clicking, reflecting a more discerning attitude. The rise of SERP features further complicates the landscape. These features, like featured snippets and direct answers, alter user interaction and CTR patterns.

Featured snippets, often called “position zero,” significantly impact CTR. While they provide immediate answers, they can decrease the CTR of the first organic result. However, positions 2 and 3 experience CTR boosts, illustrating the complexity of user preferences. Additionally, SERPs with direct answers, such as calculators or weather forecasts, sharply decline CTR for organic positions.

Optimizing SERP features requires a multifaceted approach. Understanding the type of feature prevalent for your target keyword is crucial. Embrace strategies to secure featured snippets or craft content that aligns with direct answer queries. A holistic SERP strategy empowers you to adapt to evolving user behavior and capitalize on varied CTR patterns.

Mastering the interplay between search engine click-through rates, SERP positions, and user behavior is pivotal in today’s competitive digital landscape. By deciphering user preferences, adapting to SERP feature dynamics, and optimizing your content strategy, you can unlock the full potential of your online visibility.

Step-by-Step Procedure: How to Understand the Connection between CTR, SERP Positions, and User Behavior

1. Begin by grasping the significance of search engine click-through rates (CTR) and their impact on online visibility.
2. Explore the concept of SERP positions and their correlation with CTR, highlighting the influence of higher positions on attracting clicks.
3. Delve into user behavior on search engine results pages (SERPs), considering the multi-result scanning pattern and the rise of SERP features.
4. Examine the impact of featured snippets on CTR, acknowledging both their benefits and potential drawbacks.
5. Understand the consequences of direct answers in SERPs, particularly how they alter CTR patterns for organic positions.
6. Recognize the need for a holistic SERP strategy that accounts for diverse user behavior and evolving SERP feature dynamics.
7. Determine the prevalent SERP feature for your target keyword, whether it’s a featured snippet, direct answer, or other element.
8. Devise content optimization strategies to secure featured snippets, enhancing your chances of attracting clicks.
9. Craft content that aligns with direct answer queries, positioning your website as a valuable source of immediate information.
10. Leverage tools and analytics to monitor CTR variations across different SERP positions and feature scenarios.
11. Continuously adapt your content strategy based on emerging user preferences and changing SERP dynamics.
12. Prioritize user engagement and relevance in your content, as these factors influence CTR and overall user satisfaction.
13. Monitor industry trends and algorithm updates, as they can shape SERP feature prevalence and user behavior.
14. Collaborate with SEO experts and peers to share insights and stay updated on best practices.
15. Regularly analyze and refine your content based on user interactions to improve CTR and SERP performance.
16. Monitor competitor strategies and CTR patterns to identify potential areas for improvement in your strategy.
17. Experiment with different approaches, such as creating visually appealing content or incorporating multimedia elements.
18. Utilize data-driven insights to fine-tune your SEO strategy, maximizing click-through rates and SERP positioning.
19. Continuously iterate and optimize your content based on user feedback and emerging trends.
20. Embrace a proactive mindset, recognizing that understanding and adapting to the intricate connection between CTR, SERP positions, and user behavior is an ongoing journey toward online success.

The post The Latest on Click-Through Rate by SERP Position appeared first on Bruce Clay, Inc..

Building SEO into a website from the ground up — even before you launch — sets your website up for success right out of the gate. And yet, SEO is often an afterthought, even for large companies with big budgets. “We launch next week so let’s check the SEO” is certain death.

This Gartner data on percentage of marketing budget invested per channel baffles me. Below, you can see that most of the budget goes to things like the website, digital commerce and mobile marketing. But all the way down the line is SEO — as if it has nothing to do with any of those top priorities.

So, let’s look closer at how you can incorporate SEO throughout the whole design process and launch your website with higher success.

The 4 Stages of a Website Launch with SEO

When launching a website, there are four stages to consider, each with its own tasks and milestones. In each of the following phases, the person in charge of SEO should cooperate with other teams (design, development, UX, strategy, and others):

1. 1. Strategy and planning
   2. Build the website
   3. Launch the website
   4. Promote the website

FAQ: How can I effectively incorporate SEO strategies into every stage of building and launching a website?

Stage 1: Strategy and Planning

A web launch’s strategy and planning stage is fundamental for its success. This is when you lay the foundation.

In terms of SEO, the most important steps in this stage are keyword research and content architecture. Before the web design team gets to work on concepts, the person in charge of SEO needs to provide the keyword and architecture strategy. That’s because this SEO guidance will help shape how designers and developers build the site.

Keyword Research

Keyword research is one of the most important steps in an SEO project. As a website publisher, you need to understand who your target audience is and what search queries they use to find your products and services. Then, this information serves as the foundation for your website in terms of how you architect it and the content you create for it. More on that next.

Read more:

• What Are Keywords? Why Are Keywords Important to SEO?
• Keyword Research: How to Select Keywords

Content Architecture

Once keyword research is done, the person in charge of SEO can begin to theme the website. This involves mapping out the website structure based on the top keywords that are important to a website. A site map mockup will show what pages to create, including the top navigation and the subnavigation.

This is what we refer to here at Bruce Clay Inc. as SEO siloing. SEO siloing can make or break a website’s perceived expertise by Google, its rankings, and even the user experience.

Read more:

• SEO Siloing: What Why How
• 5 Times When SEO Siloing Can Make or Break Your Search Engine Rankings
• SEO Siloing: How to Build a Website Silo Architecture

Stage 2: Develop and Build

The build stage is usually the longest stage of a website project. During this stage, the designers and developers build the site. But from an SEO perspective, there are two key tasks: creating content and working with developers on the technical side.

Content Creation

Each silo or navigational category needs to be filled with quality content. That means creating quality content that is built with an understanding of Google’s quality standards. It also means creating webpages driven by real-time SEO data based on the top-ranked competitors for those target keywords.

You’ll want to get this data before you create the pages. That way the content meets or exceeds what your competitors are doing on the first page of the search results.

And anyone can get this data through the right tools, one of which is our WordPress SEO plugin. You can read more about that below.

Read more:

• WordPress SEO Plugins: Why Real-Time and Customized Data Matters
• Want Customized SEO Advice per Keyword? There’s a Plugin for That!
• How a WordPress SEO Plugin Can Help You Optimize Your Content with Keywords
• E-E-A-T and SEO: You Can’t Have One Without the Other

Technical Strategy

SEO is not a core strength of many website designers and developers. So they often inadvertently build a site that hinders the search engines from doing their job: crawling, indexing and understanding a website and its content. For example, Flash and JavaScript implementations sometimes create obstacles for search engines.

But that’s just one example of what can go wrong and what needs to be optimized during the build for SEO. As Google tunes its algorithms to reward sites that provide a good user experience, performance issues also become concerns for SEO.

Read more:

• SEO Guide: Technical SEO Tips
• The Always-Up-to-Date SEO Checklist

Stage 3: Prelaunch and Launch

Before you launch the site and during launch, the person in charge of SEO needs to be involved in overseeing some critical things. This stage should be fairly smooth if the previous stages were conducted well. But you still need to ensure everything is in order.

Prelaunch

Crawlability and Accessibility

The website should be crawled using an SEO tool to see if there are any errors. You can use a site crawler like Screaming Frog or our tools in the SEOToolSet^® for this. As part of this task, you’ll want to see that the number of pages that are created and crawled is the same. If there is a difference, the next step is to find out what is causing the issue and fix it.

Google Analytics and Google Search Console

It’s important to have basic SEO analytics set up before launch. It will help you watch the website and get access to valuable data from the moment the site is published. Without this data, it is impossible to improve website performance through data-driven decisions.

Read more: 7 Google SEO Tools Every Website Publisher Should Use

Technical Items

At this stage, things like the XML sitemap, HTML sitemap and robots.txt file should be properly set up. But you’ll want to test them. In some cases, web developers or others can forget to remove the Disallow: / directive from the robots.txt file (used to keep pages from being indexed during the build and testing phases).

Read more:

• What Is an XML Sitemap and How Do I Make One?
• SEO Guide: How to Create a Sitemap
• SEO Guide: How to Submit a Website to Search Engines

Launch

SEO to-dos in the launch stage involve a lot of monitoring. In particular, you’re watching for errors and indexation.

Errors

Using SEO tools including Google Search Console, check and fix any technical errors that might pop up. Common issues include 404 errors that stop users from accessing a webpage or other problems.

Indexation

Depending on the size of the website, it might take a few days or weeks for search engines to index a site fully. If it seems that there are some areas that are not indexed, investigate and fix the issues. Is there adequate internal linking to ensure maximum indexation?

Stage 4: Post Launch

The work does not stop once the website is successfully launched. SEO is an ongoing process — there are always things to test and optimize.

Content

Add new content to the site regularly. Build more supporting content for your silo structure and interlink pages appropriately.

Also, update the existing content to keep it fresh.

Links

Maintain your link profile. You want to ensure you have high-quality, relevant links over other types.

Read more:

• SEO Is Done When Google Stops Changing Things and All Your Competition Dies
• The 13-Step Web Content Audit to Boost Visibility in the Search Results
• 50 Ways to Get Quality, “White Hat” Backlinks
• What Is a Whole-SERP Strategy?

Performance

Once the site goes live, check the performance of the homepage and other important pages you want to rank regularly. Tools like Google’s PageSpeed Insights or Lighthouse help with this. You can earn a ranking boost for providing a measurably good page experience.

Read more:

• How Fast Should My Webpage Be and Why Should I Care?
• What CMOs Need to Know about Google’s Page Experience Update

Takeaways

SEO is critical to building a website that is not only functional, but also able to compete in the search results. If you’re part of a website launch team, remember these principles:

• Involve SEO in the web launch from the beginning.
• Ensure that SEO strategy and planning are a part of each step.
• Make sure the website is built in an SEO-friendly way.
• Continue with a strategic SEO plan after launch.

We’ve helped many clients through web migrations and new site launches. If you’d like guidance to ensure your strategy succeeds, contact us today for a free quote and consultation.

FAQ: How can I effectively incorporate SEO strategies into every stage of building and launching a website?

The journey of building and launching a website encompasses several pivotal stages that can significantly enhance a site’s visibility and reach when approached with SEO in mind. By seamlessly blending search engine optimization techniques into each phase, you can lay a strong foundation for your website’s online success.

Planning and Research

Before diving into website development, thorough planning and research are essential. Identify relevant keywords and key phrases that resonate with your target audience. Conduct competitive analysis to gain insights into what’s working in your industry. This groundwork will set the stage for strategic content creation and optimization.

Design and UX

Prioritize user experience (UX), and make sure your website is mobile-friendly and responsive. Site speed, intuitive navigation, and engaging visuals contribute to user satisfaction and search engine rankings. Integrate keywords naturally into your design elements and metadata.

Content Creation and Optimization

Compelling, relevant, and well-optimized content is the backbone of SEO. Create valuable content that addresses user intent and incorporates your identified keywords. Regularly update your blog with fresh content to showcase your expertise and keep users returning. Use descriptive titles, headers, and meta descriptions to enhance search visibility.

Technical SEO Implementation

Underneath the surface, technical SEO plays a crucial role. Optimize your website’s structure for search engine crawlers by creating a logical URL structure, using XML sitemaps, and implementing schema markup. Ensure your website is secure with HTTPS, fix broken links, and optimize images for faster loading times.

Pre-launch and Post-launch Optimization

Before launching, conduct a comprehensive SEO audit to address any issues. Check for duplicate content, ensure proper 301 redirects, and verify metadata accuracy. After launching, monitor your website’s performance using analytics tools. Track keyword rankings, organic traffic, and user engagement to make data-driven refinements.

Weaving SEO strategies throughout every stage of website development is essential for achieving long-term online success. A holistic approach will enable you to develop a website that attracts both search engines and users alike. SEO is an ongoing process; therefore, keeping up with industry trends and algorithm changes is vital for keeping your site competitively priced.

Step-by-Step Procedure: Incorporating SEO Strategies in Website Development

1. Conduct thorough keyword research to identify relevant terms and phrases.
2. Analyze competitors’ websites to gain insights into effective strategies.
3. Prioritize mobile-friendly and responsive design for optimal user experience.
4. Integrate keywords naturally into design elements and metadata.
5. Develop valuable, keyword-rich content that addresses user intent.
6. Maintain a consistent content creation schedule to showcase expertise.
7. Create descriptive titles, headers, and meta descriptions for each page.
8. Optimize website structure with logical URLs and XML sitemaps.
9. Implement schema markup to enhance search engine understanding.
10. Ensure website security with HTTPS and fix broken links.
11. Optimize images for faster loading times and better user experience.
12. Conduct a pre-launch SEO audit to address any optimization issues.
13. Implement 301 redirects and ensure accurate metadata before launch.
14. Monitor keyword rankings, organic traffic, and user engagement post-launch.
15. Utilize analytics tools to gather data for informed decision-making.
16. Regularly update content to reflect industry changes and user needs.
17. Stay informed about SEO trends and algorithm updates.
18. Continuously refine and improve the website based on performance data.
19. Adapt strategies to evolving search engine guidelines.
20. Engage in ongoing learning to stay ahead in the dynamic field of SEO.

The post The 4 Stages of an SEO-Driven Website Launch appeared first on Bruce Clay, Inc..

In a world of instant gratification, SEO is not. But as the saying goes, nothing good comes easy. Search engine optimization takes time.

Once you build momentum, though, you can expect results. You should find your organic channel driving the most traffic to your site and often being the largest contributor to your revenue online. Let’s now look closer at how long SEO takes to see results and the factors that come into play.

• How long does it take to see results from SEO? 
• 5 Factors that impact how quickly you can get SEO results
• FAQ: How long does it take to see results from SEO efforts?

How Long Does It Take to See Results from SEO?

Depending on the website, it could take up to one year to see the kind of results you are hoping for — but for many, results could happen in months. At one point, it took us two years to rank No. 1 out of millions of results for a certain target query. So a precise answer to how long will it take is: “It depends.”

In some instances, certain fixes can produce near-instant results. For example, if something is hindering the site’s being crawled and indexed, like a robots.txt file that’s blocking the search engines, a correction can make an instant impact.

But, in most cases, several months to a year is the timeframe. And even Google confirmed this:

How many months? It depends on many factors, which I’ll discuss in this article.

That said, let’s look at the contributors that impact how long it will take a website to see results from SEO.

5 Factors That Impact How Quickly You Can Get SEO Results

1. Your Website

The website is the weapon we take into the SEO battle. Entering into a gunfight with a dull knife is not going to be a rewarding experience.

Remember: It’s not the job of SEO to make a pig fly. You need useful, quality content to rank in search. But even with that, if a website has been unmaintained for years, it’s going to take a lot more work to get it to a place where it can start competing in the search results.

Let’s also not forget the work that goes into cleaning up a low-quality link profile or a Google penalty situation, which must be done before you can start competing.

2. Your Industry

Some industries are held to a higher standard than others in the Google universe. What that means is that if, for example, your website has “your money or your life” content (aka YMYL webpages), you may have more work to do in order to compete. It’s important to understand things like Google’s “Search Quality Evaluator Guidelines” and its guidance on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) and on making sure your content passes the “needs met” test.

3. Your Competition

Whether or not you get traction sooner rather than later also hinges on your competition online. If, for example, you are targeting a more competitive space that is saturated, then it may take longer to gain visibility in the search results. So, you need to understand your competition in order to beat them. What is their SEO strategy? What do they have that you don’t? Getting these insights can help you move along further and faster.

4. Your Resources

A big contributor to how fast you can get results is your resources. What I mean when I say resources is the size of your budget, the type of SEO you invest in and how seriously you take it.

Getting recommendations and implementing them are two entirely different things. For example, don’t expect to get fast results if you:

• Hire a cheap SEO service
• Don’t put effort into SEO
• Don’t have a plan of attack
• Don’t make SEO a company-wide initiative
• Stop doing SEO

5. Your Strategy

Keep in mind that when you invest in high-quality SEO services, there’s a lot more to it than simply ticking boxes on an SEO checklist. The SEO strategy you apply to your website has a lot to do with how fast you see results. You’ll want a roadmap with an SEO audit, which lays the needed groundwork to identify any site issues, architect the content in an SEO-friendly way, and go after a whole-SERP strategy.

At the end of the day, SEO takes time. It’s a long-term investment you will want to make in your site so that you can continue to be relevant in the search results and reap the rewards.

If you’re ready to explore what it will take to see SEO results for your business, contact us today.

FAQ: How long does it take to see results from SEO efforts?

SEO is an ongoing strategy that requires strategic planning and consistent efforts. Though immediate results may not immediately be evident, changes could start showing within two weeks. Search engines need time to index pages and evaluate the impact of optimizations. These early signs often include changes in keyword rankings and increased organic traffic.

The competitiveness of your industry and chosen keywords significantly influence the timeline. Niche markets with lower competition might yield noticeable results in a few months, whereas highly competitive sectors demand more time and effort. Establishing authority and credibility within your domain takes time, as search engines value websites with a history of consistent, high-quality content.

Content freshness plays a pivotal role. Regularly updating your website with new, relevant content keeps it engaging and signals to search engines that your site is active. Over time, this can lead to better rankings. Additionally, the quality of your content matters. High-quality, comprehensive content tends to attract more backlinks and social shares, which, in turn, accelerates SEO progress.

Technical optimization is another crucial component. Ensuring your website’s technical aspects are sound and user-friendly positively impacts the user experience and search rankings. Factors such as page speed, mobile-friendliness, and secure browsing are paramount. Fixing these technical issues can lead to incremental improvements over a few months.

It’s important to realize that SEO is an ongoing journey rather than a destination. Regularly monitoring and adjusting your strategies based on data insights is key. As you consistently provide value to your audience, your website’s authority grows, resulting in a more prominent online presence and improved organic rankings.

Step-by-Step Procedure: How to Gauge SEO Result Timelines

Understand Your Goals: Clearly define your SEO objectives, whether it’s higher rankings, increased organic traffic, or better engagement.

Conduct a Website Audit: Identify existing issues that might hinder SEO progress, including technical, content, and backlink concerns.

Keyword Research: Research and select relevant keywords with varying competition levels.

On-Page Optimization: Optimize title tags, meta descriptions, headers, and content with chosen keywords.

Technical Optimization: Ensure your website is mobile-responsive, has fast loading times, and is secure (HTTPS).

Content Creation: Develop comprehensive content that addresses user intent and industry-specific queries.

Content Publishing: Regularly update your website with fresh content to signal its activity to search engines.

Link Building: Acquire high-quality backlinks from authoritative websites in your niche.

Social Media Engagement: Promote your content on social platforms to increase visibility and encourage shares.

Monitor Analytics: Use tools like Google Analytics to track changes in organic traffic, keyword rankings, and user behavior.

Evaluate Progress: After 2-3 months, assess the initial impact of your efforts on organic traffic and rankings.

Refine Strategies: Based on your initial results, refine your SEO strategies. Focus on what’s working and adjust what’s not.

Consistency is Key: Maintain a consistent content schedule and refine your optimization techniques.

Patience Pays Off: Recognize that SEO is a gradual process; significant results might take 6-12 months or more.

Adapt to Algorithm Updates: Stay informed about search engine algorithm changes and adjust your strategies accordingly.

Build Authority: Engage with your audience and other industry leaders to establish your website as a reliable source.

Local SEO (if applicable): Optimize your website for local search if you have a physical presence.

Regular Audits: Continuously audit and optimize your website for technical issues, content gaps, and opportunities.

Diversify Content: Experiment with various content formats like videos, infographics, and podcasts to reach a broader audience.

Long-Term Commitment: Embrace SEO as an ongoing strategy; continuous effort and adaptation yield the best results.

The timeline for seeing results from SEO efforts varies widely due to factors like competition, content quality, technical optimization, and industry specificity. By following these steps and understanding the nuances of the SEO journey, you can navigate the path toward enhanced online visibility and sustainable growth.

The post How Long Does SEO Take to Produce Results? appeared first on Bruce Clay, Inc..

To better understand whole-SERP SEO, let’s start with an analogy between western medicine and holistic medicine. Western medicine tends to treat the physical symptoms of a specific area in the body. Holistic medicine, on the other hand, looks at the whole body and mind for answers to find the root cause of the symptom.

In SEO, some focus solely on ranking among the “blue links.” Others optimize for the entire search engine results page (SERP). The latter is a holistic strategy that will keep the health of your SEO program strong for years to come.

• Why optimize for the whole SERP?
• Useful Tips on Optimizing for the Entire SERP
• FAQ: How can I effectively implement a Whole-SERP SEO strategy?

Why Optimize for the Whole SERP?

Google makes more than 3,000 updates to search per year. Its search engine results are constantly evolving. Focusing on a whole-SERP SEO strategy helps you to remain relevant for the keywords you are targeting.

There are many SERP feature combinations (you can view common features here), each of which provides an opportunity to rank. Of course, which SERP features appear depends on the keyword itself and what Google thinks is most appropriate for that user’s query.

For example, a search query of “how to get rid of moths” returns the following SERP features:

Google SERP results and individual features shown for “how to get rid of moths”

Each of these areas presents an opportunity to show up.

While Backlinko research has shown that the top result gets the most clicks in terms of blue links, other research shows another phenomenon. A desktop user will scan the results from the top left and down to find the result they want to click.

Screenshot from a 2015 eye-tracking study on Google SERPs

What that means is that searchers are sizing up the results themselves before selecting.

But being “above the fold” may still have its benefits. Backlinko research found that 75% of all clicks went to the top three positions. And that could indicate those results that show above the fold (without scrolling).

We know that Google Search continuously evolves to better serve the user. And that’s resulted in features that answer a query right in the SERP. When it does this, a user does not click through in many cases.

This “zero-click” phenomenon has caused some concern among website publishers. Luckily, there are ways to remain relevant in these scenarios and still get clicks. Optimizing for many SERP features can help websites survive in a “zero click” world.

Useful Tips on Optimizing for the Entire SERP

Now that we’ve explored why whole-SERP visibility is key let’s talk about how to approach it.

1. Know Universal Search and Search Verticals

Through its Universal Search technique, Google pulls data into the main search results from different vertical search engines and databases.

For example, YouTube is a separate video search engine, but you’ll find YouTube videos in the Google SERPs. That means you’ll need to think about creating content specifically for that engine but optimizing it for the Google SERP.

Then, of course, you have Google’s Knowledge Graph, which powers the “knowledge panel” results in the SERP, among other features.

Google SERP showing the knowledge panel results for Sundar Pichai

Each of these features and verticals presents an opportunity to show up on the SERP. It’s our job to reverse engineer how to optimize for them.

2. Analyze Keywords and SERPs

Assuming you know the keywords you are targeting already (if you don’t, this post on SEO for beginners can help), it’s time to start analyzing which SERP features show up for your keywords. This will drive the next steps in your SEO strategy.

For example, if videos show up in the SERP for your keywords, create videos on YouTube for those queries. YouTube SEO will be helpful.

Or, if images show up on the SERP for your keywords, don’t forget image optimization.

Google SERP showing image search results for “cute puppies”

A webpage that ranks in the Google SERP for “cute puppies” because of image search

3. Make Your Content Better

Above all, master the content that you want to compete in the search vertical or otherwise. Find out what your competition is doing and do better in terms of the actual content and the optimization.

It is speculated that Google’s RankBrain takes into account the user experience when it helps determine relevance and rankings.

So, if a person clicks through to your content and then quickly clicks back to the search results, it could indicate they didn’t find what they were looking for. And this could impact future rankings.

For the organic blue-link results, our SEO checklist will help you optimize webpages. And if your site’s on WordPress, you can use our WordPress SEO plugin to help indicate how to optimize your content as well or better than the top results.

To remain relevant, websites must evolve their SEO strategy from just eyeing the organic blue links to targeting the whole SERP. This will help you remain competitive as Google continues to evolve its results.

This post just scratches the surface of what a strong SEO strategy can do. If you would like to discuss how to make your website more successful, contact us for a free consultation.

FAQ: How can I effectively implement a Whole-SERP SEO strategy?

The battle for online visibility is fierce, and it’s essential to utilize every tool in your SEO arsenal to stay ahead. One such potent tool is the Whole-SERP (Search Engine Results Page) SEO strategy, which takes a holistic approach to optimize your online presence across various search engine elements. Let’s dive into the intricacies of effectively implementing a whole-SERP SEO strategy, ensuring your website shines on search engine results pages.

Understanding Whole-SERP SEO Strategy

Whole-SERP SEO strategy is a multifaceted approach that goes beyond traditional SEO tactics. It involves optimizing your website and various elements that appear on search engine results pages, such as featured snippets, knowledge graphs, and local listings. To effectively implement this strategy, start by conducting a comprehensive audit of your current SEO efforts and identifying opportunities for improvement.

Keyword Research and Content Optimization

One crucial aspect of Whole-SERP SEO is keyword research. Identify target keywords that are relevant to your business and have the potential to appear in different SERP elements. Create high-quality, informative content around these keywords to increase your chances of ranking in organic search results and featured snippets and knowledge graphs.

Leverage Rich Snippets and Structured Data

Consider implementing structured data markup on your website to stand out in the SERPs. This enables search engines to understand your content better and present it more visually appealingly. Rich snippets, like star ratings and product details, can significantly enhance your visibility and click-through rates.

Local SEO Optimization

For businesses with a physical presence, optimizing for local search is paramount. Ensure your business information is accurate and up-to-date on platforms like Google My Business. Encourage reviews and engage with your local community online to improve your local search rankings.

Constant Monitoring and Adaptation

Whole-SERP SEO strategy is not a set-it-and-forget-it approach. Regularly monitor your performance in various SERP elements and adapt your strategy accordingly. Stay updated with search engine algorithm changes and industry trends to remain competitive.

Mastering the art of Whole-SERP SEO strategy requires a deep understanding of SEO principles and a willingness to adapt to the ever-changing digital landscape. By optimizing your website, content, and online presence comprehensively, you can maximize your visibility and drive organic traffic, ultimately leading to greater online success.

Step-by-Step Procedure to Implement Whole-SERP SEO Strategy:

1. Conduct a thorough audit of your current SEO efforts.
2. Identify target keywords with Whole-SERP potential.
3. Create high-quality, keyword-optimized content.
4. Implement structured data markup on your website.
5. Leverage rich snippets to enhance visibility.
6. Optimize your Google My Business listing for local SEO.
7. Encourage and engage with online reviews and the local community.
8. Regularly monitor your performance in various SERP elements.
9. Adapt your strategy based on performance data and industry trends.
10. Stay updated with search engine algorithm changes.
11. Continuously improve and expand your content.
12. Use A/B testing to optimize click-through rates.
13. Build high-quality backlinks to boost authority.
14. Optimize images and multimedia elements for search engines.
15. Consider creating video content for Google’s video carousel.
16. Implement social media strategies to enhance your online presence.
17. Analyze competitor strategies and learn from them.
18. Invest in technical SEO to improve website performance.
19. Collaborate with industry influencers for greater visibility.
20. Regularly review and refine your Whole-SERP SEO strategy for long-term success.

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