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

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

Why SEO?

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

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

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

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

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

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

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

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

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

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

Importance of Keyword Research

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

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

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

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

On-Page Optimization Techniques

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

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

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

Technical SEO Tactics

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

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

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

The Power of Content Marketing

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

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

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

Link Earning for SEO Success

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

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

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

Dominating the Local Market with Local SEO

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

Read more: Checklist for Local SEO

Monitoring Performance and Analytics

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Step-by-Step Procedure:

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

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

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

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..

Want to re-invigorate your SEO program? Look no further than this list of 10 SEO areas you can start working on right now:

1. E-E-A-T
2. Keyword Optimization
3. Content Formatting
4. Image SEO
5. Technical SEO
6. Internal Links
7. Inbound Links
8. Outbound Links
9. Content Maintenance
10. Getting Help

FAQ: What are the key components of effective SEO program revitalization?

1. E-E-A-T

Experience, expertise, authority and trust (E-E-A-T) are the underpinnings of a quality webpage, according to Google. We know this from Google’s Search Quality Rater Guidelines (SQRG).

These guidelines show us the things that Google’s search engine algorithm is looking for when ranking pages.

At the center of E-E-A-T is trust – because, as the SQRG says, “Untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.” Trust measures the accuracy and reliability of a webpage, among other things.

Expertise is a newer factor, introduced in late 2022, and has to do with the content creator’s first-hand experience on the topic. So, for example, product reviews should require some level of personal experience with the product.

Authority, on the other hand, is about being a go-to resource on a topic, while expertise is having extensive knowledge or skill on a topic. The SQRG asks: “Which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?”

As you can probably see, these concepts are interconnected, and the degree to which each is needed will vary based on the topic at hand.

Goal: Think about the level of experience or expertise needed for your content to stand out so that you can work to become a trusted authority.

Recommended reading:

• The Complete Guide to the Basics of Google’s E-E-A-T
• AI-Generated Content Is a Tool, Not a Solution

2. Keyword Optimization

Do keywords still matter? I say yes. The role of a keyword has always been to clarify the meaning of the content so that the search engines better understand the page.

Of course, Google’s search engine has come leaps and bounds since we used to be able to change a keyword on a page and immediately rank for it some 20 years ago.

In other words: Google can better understand what a page is about today without us having to do a lot of extra work.

That said, the search engine is not perfect, and it still needs help. We need to get our webpages into the best shape possible so it can do its job better.

Yes, I know that you naturally optimize a page when you write well. So, this is not about keyword stuffing. It’s about tweaking so that you are least imperfect compared to the competition.

Consider this: Which webpage do you think might seem more relevant, all else equal? A page that had missing content in its meta tags and no keywords in the header tags, or a page that had the topic’s keywords in those places?

Goal: Write the content well, then think about the target keywords – how can you work those into the page?

Recommended reading:

• What Are Keywords and Why Are They Important to SEO?
• What Are Meta Tags and Why Are They Important to SEO?
• SEO Should Beat the Competition, Not the Algorithm

3. Content Formatting

Yet another way to help search engines understand what a page is about is the way you format the page.

This includes things like:

• Heading tags
• Structured data
• Other types of content formatting

Heading Tags

Heading tags (H1, H2, H3, etc.) distinguish the different sections of a page.

You can think of the heading tags as a sort of table of contents for a page (and in fact, some people use the heading tags to create an introductory table of contents at the top of their articles).

When a search engine bot crawls a page, it can better understand what the page is about by scanning the table of contents.

Goal: Use heading tags properly on every page.

Recommended reading:

• What Are Heading Tags and Why Are They Important to SEO?

Structured Data

Structured data helps to clarify to the search engines what type of information you’re presenting.

Using schema markup, you can further explain elements on a webpage. In turn, you can enhance that page’s listing in the search results.

Google gives an example of how a recipe page can be marked up to generate a carousel listing in the search results, including image, author, and other details:

Goal: When possible, implement structured data on a page to clarify the information, be more relevant for a search and entice users to click through with enhanced search listings.

Recommended reading:

• What Is Structured Data and Why Is It Important for SEO?

Other Types of Content Formatting

You can format your page further to improve readability by both search engines and visitors.

This includes things like:

• HTML tables
• Bulleted lists
• Ordered lists
• Breadcrumb navigation
• Table of contents at the top (especially with anchor links)
• Headings that contain a key term or question, followed by the answer in body text
• TL;DR (“too long, didn’t read”) summary near the top of your article

This type of formatting can lead to the page being chosen for a coveted featured snippet, a.k .a. “position zero” on the search results page.

Goal: Take a look at the final product before you hit publish – what other formatting tweaks would make it more user-friendly?

Recommended reading:

• 3 Surprising On-Page SEO Techniques You May Not Know About (see No. 2 on the list)

4. Image SEO

Images present another way to drive traffic to your website. Someone may click through to your website when they see your image via:

• Google Search: Images are commonly displayed for search queries – more than 36% of searches contain images.
• Google Images: A search vertical used just for searching images on the web.
• Google Discover: A personalized feed with content for people to explore. Here’s how to get on Discover.

Google has said in the past that it has a ranking system for images, which weighs things like:

• Context of the search
• Authority of the webpage
• Freshness of the content
• Position on a page

Google’s AI-powered technology, Google Lens, means that images can bring even more traffic to a website but in different ways.

Goal: Be as thoughtful about your image selection and optimization as you are with the rest of your SEO strategy. Before you publish a new page, think about how the images might drive more traffic.

Recommended reading:

• How to Improve Google Image Search Ranking
• A CMO’s Guide to Google Image Search in Less Than 5 Minutes

5. Technical SEO

A website needs to run like a well-oiled machine. Technical SEO is about making the behind-the-scenes back end of a website perform so that search engines and visitors have a good user experience.

Without it, your rankings can suffer. And because Google rolled out an algorithm all about user experience, these things are more important than ever.

Just some of the things to consider include:

• The hosting your website is on
• Server errors
• Page load performance, responsiveness and visual stability
• Sitemaps
• Mobile-friendliness
• HTTPS
• No interstitial pop-ups

Goal: Invest just as much effort into your technical SEO as you do your on-page SEO. It will pay dividends.

Recommended reading:

• 5 Unusual Technical SEO Best Practices
• Technical SEO vs. On-Page SEO

6. Internal Links

How you structure the content and links within your website can have a big impact on SEO and user experience. An internal link is simply one that points from one webpage on a website to another webpage on the same website.

Some examples of internal links include:

• The main navigation
• Footer links
• Contextual links embedded within the content
• “Related-content” links that suggest other content on the website
• Links within a webpage like “fragment” or anchor links

Some benefits of internal links include:

• Helping people find content on a website
• Communicating to the search engines what the website is about
• Allowing search engines to discover more pages on a website
• Passing link equity from one webpage to another in a site

One of the best strategies for internal links with regard to SEO is SEO siloing – a concept we invented back in 2000. SEO siloing groups like topics together in a way that builds subject relevance and authority.

Goal: Implement SEO siloing as a foundational best practice. It will take work. But it pays off: We’ve seen sites boost their traffic significantly with SEO siloing.

Recommended reading:

• What Are Internal Links and Why Are They Important to SEO?
• A Jam-Packed Guide on Internal Linking for SEO

7. Inbound Links

If your links are not trusted, then neither is your website. So, inbound links matter – but link building is a thing of the past.

Today, it’s about creating content that earns links naturally (versus reaching out and asking for links). Of course, you will still promote your content to get exposure. And there are many ways to do that.

You will want to earn links from high-quality, relevant sources. And remember that it’s not necessarily a numbers game anymore. We have seen sites with fewer high-quality links outrank others with more links of lower quality.

As you build a backlink profile, you will continuously monitor it and tweak it if necessary.

Goal: Focus first and foremost on creating content people will want to link to, then make sure to publicize it once you publish.

Recommended reading:

• 50 Ways to Get Quality Links
• [E-book] The New Link Building Manifesto: A Complete Guide to Earning Links That Count

8. Outbound Links

Outbound links are important because they can impact user experience and SEO.

The user experience factor is self-explanatory; you want to direct your users to quality resources from your page to another website.

Google supports this concept:

Recommended reading:

• What Are Outbound Links, and Why Are They Important to SEO?

9. Content Maintenance

Once you have created content, you cannot set it and forget it. Part of a successful SEO strategy is the upkeep of all your content to make sure it’s still relevant.

The great thing about quality webpages is that they can continue to build value and drive more traffic over time – but they do need to be up to date. Google may not trust a site where the majority of content is old, especially if your competitors are refreshing those topics.

I recommend spending 50% of the time writing new content and the other half maintaining old content. You will want to build content refreshes into your editorial calendar as a thing you do regularly.

Goal: Do a content audit and prioritize refreshing content on pages one and two of the search results, then devise a plan for the rest (302 redirect? Refresh? Optimization only?).

Recommended reading:

• Creating New Content vs. Optimizing Old Webpages: Which Is Better for SEO (Search Engine Land)
• What’s the Best Way to Revive Dead Content and Get New ROI?
• AI-Generated Content Is a Tool, Not a Solution

10. Getting Help

One of the best ways to push past your current state of SEO is to hire expert help. SEO experts can identify what’s hindering your search engine rankings, find quick wins and offer recommendations on the latest strategies.

Goal: Consider diverting some of your marketing budget to hiring help. With the right SEO team on your side, you won’t regret it.

Recommended reading:

• 10 Expert Skills of an SEO Agency
• How To Hire an SEO Company the Right Way
• The One and Only Thing You Need in an SEO Agency
• What Is an SEO Audit?
• SEO Audits and Tools: The Good, The Better, and The Best
• You Have an SEO Emergency – Who Do You Call?

Looking to improve your SEO? Our SEO experts can help you win more traffic, leads, conversions and revenue. Schedule a free consultation with us today.

FAQ: What are the key components of effective SEO program revitalization?

Staying ahead of the curve is essential to maintaining and improving the visibility of your website. Search engine optimization (SEO) is the linchpin of online success, but strategies that worked yesterday may not suffice today. Therefore, the question arises: What are the key components of effective SEO program revitalization?

Comprehensive Audit and Analysis

The first step in revitalizing your SEO program is to conduct a comprehensive audit. This entails evaluating your website’s performance, identifying weaknesses and assessing your competitors. Analyze your keywords, backlinks and technical aspects like site speed and mobile-friendliness. This step provides a solid foundation for your revitalization efforts.

Content Optimization and Freshness

High-quality content is the lifeblood of SEO. Refresh existing content by updating information, improving readability and ensuring it aligns with current trends and user intent. Additionally, create new, relevant content that addresses your audience’s needs and interests. Fresh, engaging content appeals to users and captures search engine attention.

Backlink Strategy

Backlinks remain a critical SEO factor. Revitalize your backlink profile by identifying toxic or irrelevant links and disavowing them. Simultaneously, focus on acquiring high-quality, authoritative backlinks from reputable sources within your industry. A robust backlink strategy enhances your website’s authority and visibility.

Technical SEO Optimization

Ensure your website is technically sound. Optimize for mobile devices, enhance page loading speed and fix broken links or errors. Implement structured data to improve your site’s appearance in search results and enhance user experience.

Keyword Research and Optimization

Keyword trends evolve, and it’s essential to stay updated. Conduct thorough keyword research to identify trending and relevant keywords for your industry. Implement these keywords strategically within your content, meta tags and headings.

User Experience Enhancement

A positive user experience is paramount. Revamp your website’s design, navigation and layout to be user-friendly and visually appealing. Ensuring a seamless user journey can reduce bounce rates and improve search engine rankings.

Analytics and Monitoring

Implement robust analytics tools to monitor the performance of your SEO efforts. Track key metrics like organic traffic, conversion rates and keyword rankings. Regularly review these metrics to fine-tune your strategy and adapt to changing algorithms.

The key components of an effective SEO program revitalization involve a holistic approach encompassing technical, content and user-focused strategies. By conducting a comprehensive audit, optimizing content, managing backlinks, addressing technical issues, researching keywords, enhancing user experience and closely monitoring performance, you can breathe new life into your SEO program and maintain a competitive edge in the digital landscape.

Step-by-Step Procedure for Effective SEO Program Revitalization

1. Begin with a comprehensive audit of your website’s current SEO performance.
2. Analyze your keywords, backlinks and technical aspects.
3. Identify weaknesses and assess your competitors.
4. Optimize existing content by updating information and improving readability.
5. Create fresh, relevant content aligned with current trends and user intent.
6. Evaluate your backlink profile, disavow toxic links and focus on acquiring high-quality backlinks.
7. Ensure your website is technically sound, optimizing for mobile and fixing errors.
8. Implement structured data to enhance the appearance of search results.
9. Conduct keyword research to identify trending and relevant keywords.
10. Implement keywords strategically within your content, meta tags and headings.
11. Enhance the user experience through design, navigation and layout improvements.
12. Implement robust analytics tools to monitor performance.
13. Track key metrics, including organic traffic, conversion rates and keyword rankings.
14. Regularly review metrics to fine-tune your strategy.
15. Adapt to changing algorithms and industry trends.
16. Continuously update and refresh your content to stay relevant.
17. Engage with your audience through social media and other channels.
18. Seek out industry partnerships and collaborations for backlinks.
19. Stay informed about SEO best practices and algorithm updates.
20. Adjust your strategy to maintain and improve your website’s visibility and ranking.

The post 10 Ways To Improve Your SEO, Starting Now appeared first on Bruce Clay, Inc..

When it comes to selling business services, there’s plenty of advice that advocates for creating packages. And many SEO vendors today have run with that idea.

My opinion is that anyone who offers an SEO package does not know how to do SEO. What do I mean by that? SEO vendors are not serving their clients well when they offer packages to pigeonhole them into a fixed set of deliverables and tasks that are not customized to the business.

• The problem with the package
• Every website is unique
• There are too many variables in search
• What to do instead
• FAQ: How can businesses ensure successful SEO without falling into the trap of rigid package solutions?

The Problem with the Package

To clarify: Packages in and of themselves are not bad. But service packages without any customization to the client’s business, customers, current events, or Google changes are a disservice. Real SEO is not about getting the easy wins; it is about getting the impossible wins.

You cannot do real SEO without customization, and cookie-cutter packages are not going to get you ranked for anything highly competitive. For example, it took us two years to get a client ranked for “games” among billions of results — that is not a one-size-fits-all project.

If you buy a package, know that if your competitor has an adaptive SEO strategy run by experts, they will likely outperform you. Sure, some packages can help certain websites, but few can take on the big competitors.

In my opinion, the reason vendors offer packages is to overcome common errors caused by untrained staff, to offer offshore services, or to sell easy, cookie-cutter services when experts are not available.

Those who actually think that they can develop a rigid program that covers all SEO tasks for a year, regardless of the reality of the website, are not SEOs. They are robots that punch a clock and tick off an SEO checklist. Success requires flexibility and not a one-year checklist.

Reason 1: Every Website Is Unique

Every website and every business is unique. One issue with packages that offer a fixed set of deliverables is that they typically don’t allow for a custom strategy. That strategy must be tailored to an industry, a target audience, and a business’s objectives.

This is problematic. Generic work will get generic results. When an SEO vendor does not put in the effort to understand your specific business challenges at any given time and then translate that into a strategy, your chances of competing long-term are very low.

Reason 2: There Are Too Many Variables in Search

When trying to compete in the search results, consider the following variables that impact a website’s ability to rank:

• The health of a website, including the technical back end, the link profile, the content, and more
• The fact that Google makes an average of 10 changes to search per day
• New competitors that get into the game every day, many of which have more resources and better SEO help
• Current events that impact a website or the search results — for example, COVID-19 or social issues

Taking all of this into account, there is no way to design an SEO package a year in advance that will get your business to the top three positions for your many keywords. Things change, and the strategy must change accordingly.

No major company doing SEO is even considering packages — all services need to be customized around their specific site needs. Unfortunately, many smaller businesses get roped into packages, and it does not serve them well.

What to Do Instead

The best solution, in my opinion — and the approach we take here at Bruce Clay Inc. — is to take a team of experts and have them define the program in agile, four-week sprints. This is something that gets done over and over every four weeks.

With this process, every four weeks, we determine what is most important for that particular business at that point in time and then redefine the project.

And, if you want top three rankings for competitive terms, you better ensure that you have experts on your SEO team with 10-plus years of experience. You do not want a novice determining your digital future, or you have none.

Think about this: How can you trust an SEO vendor that tells you what you need for the next year before they’ve examined the intimate workings of your business, your customers, and your website? Do they have a copy of the super-secret Google plan for the next year?

Sorry, no packages here.

If you’d like to explore what customized SEO services can do for your business, contact us today.

FAQ: How can businesses ensure successful SEO without falling into the trap of rigid package solutions?

SEO remains a cornerstone for businesses aiming to enhance their online visibility. However, the effectiveness of SEO strategies often hinges on customization rather than adopting pre-packaged solutions. Rigid package solutions might promise convenience, but they rarely accommodate the unique dynamics of each business.

The heart of successful SEO lies in understanding your business’s distinct goals and target audience. Pre-built SEO packages might offer a quick fix but lack the depth required to address your specific industry, competition, and customer behaviors. Conducting a comprehensive SEO audit, including keyword research and competitor analysis, is the initial step toward tailoring a strategy that aligns with your unique objectives.

In the dynamic realm of SEO, staying agile is crucial. Rigid package solutions often fail to adapt to algorithm updates, leaving your business lagging in search rankings. Embracing a flexible approach entails consistently monitoring your website’s performance, analyzing key metrics, and adjusting your strategy accordingly. This iterative process lets you seize emerging opportunities and swiftly mitigate potential challenges.

Engaging content is the backbone of any effective SEO strategy. Generic package solutions rarely account for the creation of compelling, industry-relevant content that resonates with your audience. Crafting valuable content, such as blog posts, videos, and infographics, caters to search algorithms and fosters genuine connections with your customers. This personalized touch is challenging to achieve through off-the-shelf solutions.

Collaboration between SEO experts and your internal teams is paramount. Rigid packages often lack transparency and exclude your team’s valuable insights. Building an in-house understanding of SEO basics empowers employees to contribute meaningfully to the strategy. This partnership ensures that the SEO efforts align with broader business objectives and values.

While package solutions might seem enticing, the path to successful SEO is paved with customization, agility, and collaboration. By embracing these principles, businesses can navigate the ever-changing digital landscape while reaping the rewards of improved online visibility, organic traffic, and sustained growth.

Step-by-Step Procedure: Customizing SEO Strategies for Optimal Success

1. Define Business Objectives: Clearly outline your business goals, target audience, and key performance indicators (KPIs).
2. Conduct an SEO Audit: Perform a comprehensive analysis of your website’s current SEO status, identifying strengths and weaknesses.
3. Keyword Research: Identify relevant keywords that align with your business niche and customer intent.
4. Competitor Analysis: Study competitors’ strategies to identify gaps and opportunities in the SEO landscape.
5. Craft a Tailored Strategy: Develop a unique SEO strategy that integrates your business goals, keyword research, and competitor insights.
6. Content Creation: Craft high-quality industry-relevant content that resonates well with your target audience.
7. On-Page Optimizing: Increase search visibility by optimizing website elements such as titles, meta descriptions, and headings to increase their searchability.
8. Technical SEO: Ensure your website’s technical aspects, including site speed and mobile-friendliness, are optimized.
9. Link Building: Develop a strategic plan to acquire high-quality backlinks from authoritative sources.
10. Monitor and Analyze: Continuously track your website’s performance using tools like Google Analytics and Search Console.
11. Stay Abreast of Updates: Stay informed about search engine algorithm changes and adapt your strategy accordingly.
12. Iterate and Refine: Regularly review your strategy based on performance metrics and adjust as needed.
13. Create Engaging Content: Develop various content types that cater to your audience’s preferences and needs.
14. Social Media Integration: Promote your content across relevant social media platforms to expand reach and engagement.
15. Internal Team Collaboration: Involve your internal teams to ensure alignment between SEO efforts and broader business objectives.
16. Training and Education: Provide SEO training to your teams to foster a deeper understanding of SEO principles.
17. Regular Reporting: Share progress reports with stakeholders, highlighting achievements and areas for improvement.
18. Adapt to Market Trends: Evolve your strategy to accommodate shifting industry trends and customer behaviors.
19. Embrace Feedback: Listen to user feedback and incorporate suggestions to enhance user experience and SEO.
20. Continuous Learning: Stay updated with the latest developments in SEO by attending webinars, reading industry blogs, and engaging with SEO communities.

By following these detailed steps, businesses can navigate the complex SEO landscape while avoiding the pitfalls of rigid package solutions, ultimately achieving long-term success in their digital marketing endeavors.

This article was updated on December 21, 2023.  

The post Why SEO Packages Are Usually the Wrong Way to Go appeared first on Bruce Clay, Inc..

SEO training teaches you how to increase your website’s online visibility and traffic from search engines. More website traffic means more potential sales. Search engine optimization is a specialty, but every type of digital marketing job now requires some level of SEO knowledge. It’s that foundational.

Now more than ever, professionals and businesses are looking to level up their digital marketing. Marketers want to sharpen their SEO skills to make them better candidates and to create more business value. Businesses want to learn more about SEO to better compete in the search results and drive more revenue from it.

That’s when they turn to SEO training. But what exactly is SEO training — what are the choices in 2021, and how do you choose the best way to learn?

As someone who has been helping people learn SEO for more than two decades, I’ll provide the answers AND a long-awaited announcement, so read on!

In this article, let’s discuss:

• Why take SEO training
• What types of SEO training exist
• What’s new in SEO training
• What will you learn in SEO training
• How do you choose
• FAQ: How does SEO training contribute to better job opportunities in digital marketing?

Why Take SEO Training?

Answer me this: What’s the biggest reason someone would take an SEO training course rather than just go it alone? I mean, there are lots of website articles you can read with how-tos and advice from many different sources. So why take a course?

The answer: The best SEO training course organizes the chaos, filters out the wrong information, and educates you in record time.

Training should present concepts layer upon layer in an organized way. An SEO course should give you a solid foundation before advanced techniques. And when you finish the course, you should have a solid understanding and feel confident to apply what you’ve learned.

What Types of SEO Training Exist?

There are a lot of ways you can obtain an SEO education in 2021.

Online training: Online SEO training has been growing in popularity. This includes everything from introductory to technical content and can range from single webinars to virtual conferences to complete courses that take a deep dive into how to do SEO.

When it comes to online courses, there are a variety of formats as well, including:

• The prerecorded course that may or may not have live interaction
• The live, interactive course with real-time instruction
• The free online video course (a la YouTube)
• The paid online course
• Some combination of the above

Classroom training: Things are a little different now than they were a year ago, to say the least. Prior to 2020, our popular in-person SEO training was the primary format for how we delivered SEO training, be it in our SEO classroom here in Southern California, at a conference somewhere in the U.S., or our global on-site training.

The classroom setting offers advantages like personal interaction with experts, a tailored training experience, and even networking opportunities.

If in-person learning is more your style, not to worry: we’ll see classroom training come back soon. In fact, I’m tentatively planning to hold a small SEO training class later in 2021, all things permitting. But that doesn’t stop you from getting trained sooner through virtual learning opportunities.

Books: It’s worth mentioning books as a category of SEO training. SEO books can be a great way to introduce yourself to SEO, supplement what you already know, or serve as a reference guide when you get stuck. (Shameless plug: Check out my 700-plus page SEO for Dummies book as a primer.)

You can mix and match these formats throughout the year to stay on top of SEO. Or, you can find an all-inclusive training option — which leads me to an announcement …

What’s New in SEO Training?

I am excited to announce that for the first time ever, Bruce Clay SEO Training is now available online!

What’s new is that we’ve expanded SEO training into more than just a course. Our new site, SEOtraining.com, is membership-based to provide a comprehensive, ongoing SEO training experience.

Members get the full training course with online benefits such as on-demand access and self-paced learning. In addition, membership includes resources such as ebooks, deep-dive mini-courses, a discussion forum, new content as its released, a subscription to our SEO tools, and even live events such as a monthly Q&A session with me.

Watch the trailer and then head over to SEOtraining.com if you’d like to learn more.

What Will I Learn in SEO Training?

SEO training can teach you everything from the very basics of how to understand search engines to more technical SEO strategies that will keep your website primed for organic traffic.
As an example of what you should expect to learn in an SEO training program, I’ll share the sections that I cover in our curriculum:

1. The Importance of SEO
2. SEO Concepts
3. Meet the Search Engines
4. Website Anatomy
5. Search Now & In the Future
6. Content for SEO
7. Mobile SEO & Page Experience
8. Local Search
9. Linking Strategies
10. Siloing Concepts
11. Technical SEO
12. Best Practices

SEO Training: How Do I Choose?

Of course, there is no standardized way of doing SEO training. The same goes for actually doing SEO. So your SEO education will vary widely depending on who you’re learning from. That’s why it’s important to vet your instructors.

Especially when you are investing money into training, make sure to:

• Get to know the reputation, expertise, and authority of the instructor(s) and company leading the training.
• Look at attendees’ reviews and testimonials, which are usually featured along with the course. (If there are no reviews or so-so reviews, move on.) If you’re curious, you can even check out our SEO training reviews.

Even if you aren’t investing money, you want to make sure you are getting sound SEO advice. Bad SEO advice will ultimately cost you in the long run in the form of poor rankings and possibly even search engine penalties.

If you want to be the person who understands exactly what to do to improve your organic rankings and traffic, you need solid SEO training. Check out our new SEOtraining.com today!

FAQ: How does SEO training contribute to better job opportunities in digital marketing?

Staying ahead in the fast-paced digital marketing arena requires having an in-depth knowledge of how consumer engagement occurs online, and visibility occurs via SEO training; this basic skill offers many career options.

SEO training is integral to professional development, equipping professionals with the knowledge and abilities necessary to enhance a brand’s online presence. By mastering keyword research, content optimization, and technical SEO, individuals can position websites to rank higher in search engine results pages (SERPs). This directly translates to increased organic traffic, a key performance metric that businesses value.

Moreover, SEO training goes beyond website optimization. Employers that recognize SEO’s value in business growth will appreciate such expertise. This involves understanding user behaviors, search engine algorithms, and digital marketing trends – an array of information employers are eager to hear about when hiring someone with such knowledge.

A distinct advantage of SEO training is its versatility across industries. SEO principles remain constant in e-commerce, content creation, and social media. This adaptability empowers professionals to explore diverse job roles, from SEO specialists and content strategists to digital marketing managers.

In addition to technical skills, SEO training hones critical analytical abilities. Professionals learn to dissect website performance metrics, derive insights from data, and make informed decisions to refine strategies. This blend of creativity and data-driven decision-making is a hallmark of successful digital marketers.

As the digital landscape continues to evolve, staying updated is paramount. Reputable SEO training programs cover the fundamentals and emphasize staying current with industry trends. This proactive approach ensures professionals can navigate algorithm updates and emerging technologies, solidifying their credibility as experts.

SEO training is a transformative force in digital marketing, unlocking many job opportunities for those who invest in honing their skills. The ability to drive organic traffic, adapt to changing algorithms, and decipher analytics are invaluable assets in a competitive job market. By enrolling in credible SEO training programs, aspiring digital marketers can embark on a journey of growth, expertise, and limitless potential.

Step-by-Step Procedure: How to Leverage SEO Training for Enhanced Job Opportunities in Digital Marketing

1. Understand the Basics: Familiarize yourself with the foundational concepts of SEO, including keywords, on-page and off-page optimization, and user intent.
2. Choose Reputable Training Programs: Research and enroll in recognized SEO training courses from reputable institutions or online platforms.
3. Keyword Research Mastery: Learn how to conduct thorough keyword research to identify high-impact keywords relevant to your target audience.
4. Content Optimization: Understand the nuances of optimizing website content, including incorporating keywords naturally, structuring headings, and enhancing readability.
5. Technical SEO Proficiency: Gain expertise in technical aspects such as website speed optimization, mobile responsiveness, and structured data implementation.
6. Stay Current: Continuously educate yourself about the latest SEO trends, algorithm updates, and best practices through blogs, forums, and industry publications.
7. Data Analysis Skills: Develop the ability to analyze website performance metrics using tools like Google Analytics to identify areas for improvement.
8. Create a Strong Portfolio: Showcase your SEO skills by working on personal or volunteer projects and document the results achieved.
9. Networking: Attend industry events, webinars, and conferences to connect with fellow professionals and potential employers.
10. Build a Personal Brand: Establish a strong online presence through blogging, social media, and sharing valuable SEO and digital marketing insights.
11. Apply for Internships: Gain practical experience by applying for internships or entry-level positions in digital marketing agencies or companies with robust online platforms.
12. Adaptability: Embrace the ever-changing nature of digital marketing and SEO and demonstrate your ability to adapt to new algorithms and technologies.
13. Certifications: Pursue relevant certifications such as Google Ads and Analytics certifications to bolster your credibility.
14. Craft a Standout Resume: Highlight your SEO training, skills, and practical experience in your resume tailored for digital marketing roles.
15. Prepare for Interviews: Anticipate questions about SEO strategies, challenges, and your approach to driving organic traffic.
16. Demonstrate Results: During interviews, discuss specific instances where your SEO efforts led to improved search rankings, organic traffic, or conversions.
17. Soft Skills Matter: Emphasize soft skills like communication, teamwork, and problem-solving, which are vital for success in digital marketing roles.
18. Continuous Learning: Commit to ongoing learning and skill development to maintain your edge in the competitive digital marketing landscape.
19. Negotiate Strategically: When presented with job offers, negotiate based on your expertise, the value you bring, and industry standards.
20. Stay Passionate: Cultivate a genuine passion for SEO and digital marketing, as your enthusiasm and dedication will set you apart in your career journey.

By following these steps, you can leverage your SEO training to unlock a world of job opportunities and excel in the dynamic field of digital marketing.

The post What Is SEO Training? 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..

Feeling stuck or confused when it comes to choosing an SEO vendor?

You’re not alone.

Each year, countless businesses are solicited by not-so-great SEO vendors who promise the world.

And, when shopping for the perfect partner, it can be hard to know how to compare SEO services and pricing.

The truth is, that there are countless factors that come into play when selecting the right SEO vendor, and that’s what we’ll talk about today.

In this practical guide, you’ll discover:

• How Google feels about SEO
• What to watch for when selecting a vendor
• The types of services you can expect from an SEO agency or consultant
• The factors that may impact SEO pricing

Jump to a section here:

• How Google Views SEO
• What to Look For in an SEO Vendor
• The Process of Hiring an SEO
• How SEO Pricing Is Set
• The Cost of SEO
• FAQ: What criteria should I consider when choosing an SEO service provider?

How Google Views SEO: A Two-Way Partnership

Over the years, the search engine optimization industry has seen its fair share of “snake oil salesmen” — bad actors who sell fraudulent SEO services or services that provide little to no value to a business (or actually harm a business).

Google is well aware of spammy practices that aim to game the system, which is why it created its Webmaster Guidelines. Good SEO partners will always adhere to the basic webmaster guidelines set forth by Google.

And while Google has worked hard to weed out bad actors who game the system, it also understands the value of quality SEO.

That’s because quality SEO improves a website through practices that work in partnership with the search engines to help them do a better job.

After all, the search engine’s main priority is to surface the best, most relevant result for a search query. And SEO can help websites to be relevant.

Consider the following video on how to hire an SEO from former Googler Maile Ohye, where she says:

One basic rule is that in a majority of cases, doing what’s good for SEO is also doing what’s good for your online customers. Things like having a mobile-friendly website, good navigation and building a great brand.

Over the years, Google has forged a close relationship with the SEO community. So we know that Google supports a business hiring the right SEO to improve a website and create a good user experience.

In fact, even Googler Gary Illyes has mentioned our SEO services in the past:

What to Look For in an SEO Vendor

When looking for an SEO services partner, you want a fully engaged, knowledgeable marketing expert.

Remember the goal is top rankings in the search results. To appear in the top three positions against millions of competing pages is no easy feat. It requires a lot of SEO expertise and a mindset of quality.

You cannot compromise on either or you simply will not succeed. We strongly believe that hiring cheap compromises both, that luck is simply not enough, and that a compromise is many times a waste of your money.

Here are some things to consider:

1. Do they have a marketing mindset and understand digital marketing holistically?
2. Do they have a good reputation and expertise?
3. Are they in it for the long haul?

The Marketing Mindset

No, SEOs aren’t just super technical practitioners who understand SEO only (at least that’s not really what you want). A good SEO vendor should understand how search engine optimization fits into the bigger picture of marketing your business to your target audience.

That means understanding your business inside and out and also understanding the people you are trying to sell to. This impacts everything in SEO from keyword selection and site navigation to content creation and beyond.

The other thing to consider is that SEO does not exist in a silo. Much of it impacts other areas of your digital marketing and vice versa.

In order to be most effective, businesses do not want to put all their eggs in one basket by relying on just one type of digital marketing, whether SEO, PPC, or other. And SEO vendors should agree with this.

All of these together work symbiotically to make your marketing, branding, and visibility online soar.

Expertise and Reputation

Reputation is earned, and that reputation takes expertise, and that expertise is based upon significant investment. Not everyone has 10,000 hours in this field (what many consider “expert” level).

BTW, our standard is 20,000 hours (10 years) or more. And this is the experience level we require of our SEO team and their colleagues, not just the lead techie.

Also, keep in mind that some digital marketing agencies have been able to scale because they hire entry-level staff. Often, these employees are given inflated SEO titles, but it’s unlikely that they have significant knowledge. In other words, the company gives a title to fool the consumer into thinking they are getting expertise.

This is why expertise is one of the most important things you can look for. That said, experience and knowledge can be expensive.

Keep in mind that Google makes thousands of changes to Google Search each year, and has buildings of people just “inventing” new things for its search product.

A quality SEO spends at least a few hours each week keeping current on the industry and trends.

There is no boilerplate template for digital marketing, so things must continuously be learned, tested and measured. Having a well-rounded SEO vendor is critical, and you ultimately pay for that.

Each company will have its own commitment to expertise and developing it. And each company has a different opinion of the value of your business and the commitment to quality versus just “punching a clock.”

Here are some questions you can ask to evaluate a prospective provider’s expertise and reputation:

1. How long has the SEO vendor been in business?
2. Does the internal team have sufficient skills and experience?
3. Does the company demonstrate thought leadership through speaking engagements, expert content, or training?
4. Does the company have a good reputation among its peers in the industry?
5. Has the company received any awards or accolades?
6. How involved is the company in the industry’s professional organizations and/or professional community?
7. Does the company have SEO methods that are in keeping with Google’s quality guidelines (aka “white hat” practices)?
8. Does the company demonstrate SEO success by ranking well for their targeted key terms, such as “search engine optimization”?
9. What sort of clientele does the SEO company serve?
10. What sort of results has the SEO vendor achieved for its clients through its methodology?
11. How do they relate to their prospects? Do you feel like you’re getting good guidance or being “sold?”
12. How do they work with new clients? Do they have formal onboarding processes to ensure everything goes smoothly? Do they have dedicated account managers so communication stays open? Do they offer training on their services?

In It for the Long Haul

Any good SEO vendor will want to work with you for as long as is necessary to help you achieve results. That doesn’t mean you should be strung along while the SEO performs meaningless tasks.

SEO is a labor of love that is made up of many different phases, depending on where your website is when you engage with the vendor. For example, you might initially have a penalty from Google that needs to be addressed before anything else.

Or, you might be in the midst of a site redesign, and you need to engage an SEO to ensure the website is set up for success moving forward.

Results can sometimes take time, and they should be demonstrable. I have seen a lot of sites that have a long list of deliverables without any quantifiable set of measurements.

“I will edit eight pages per month” is not ROI, and is obviously easy to perform.

That said, there are many companies claiming to do SEO that simply punch down a list of tasks without any results other than that you paid for the tasks to be done.

Also, keep in mind that many websites will go into maintenance mode with an SEO vendor after a period of time. However good SEO partners will always be looking for new ways to improve the site on a regular basis.

In other words, it shouldn’t feel like the SEO vendor is in it just to make a quick buck.

According to research conducted by Rand Fishkin (that’s now about five years old but still interesting nonetheless), most agencies and consultancies don’t require a minimum term of engagement, but those that did mostly aimed for four to six months.

Here’s the agency data:

And this is the consultancy data:

While not being locked into a contract can be a nice thing for clients, it’s important to understand there is a timeframe in which to achieve results. Google recognizes this, too.

From the Google video shared earlier on how to hire an SEO:

In most cases, the SEO will need four months to a year to help your business first implement improvements and then see potential benefits.

Learn more about how to evaluate an SEO company.

The Process of Hiring an SEO

Now that you know some of the things you should look for and some of the steps to identify a good candidate, you may be faced with the decision to hire.

Sometimes, you run into vendors that decide you’re not a good fit based on their initial consultations with you. This can actually be a good thing for your business. The vendor may then recommend a trusted partner who better suits you.

Google also shares a five-step process for hiring an SEO here, which includes asking questions such as:

• Can you show me examples of your previous work and share some success stories?
• Do you follow the Google Webmaster Guidelines?
• Do you offer any online marketing services or advice to complement your organic search business?
• What kind of results do you expect to see, and in what timeframe? How do you measure your success?
• What’s your experience in my industry?
• What’s your experience in my country/city?
• What’s your experience developing international sites?
• What are your most important SEO techniques?
• How long have you been in business?
• How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?
• See if the SEO is interested in you and your business. If they’re not interested, find someone who is. Your SEO should ask questions such as:
  • What makes your business or service unique and valuable to customers?
  • Who are your customers?
  • How does your business make money, and how can search results help?
  • What other advertising channels are you using?
  • Who are your competitors?

Warning Signs with SEO Service Vendors

A majority of the vetting process falls on you. You want to ensure you’re equipped with the knowledge and questions to help weed out vendors to find the best fit.

Google points out some things to be wary of, such as:

• SEO firms and web consultants or agencies that send you emails out of the blue
• Guaranteeing a No. 1 ranking on Google
• Secrecy, or not clearly explaining what they intend to do

Here’s our list of things to watch out for when hiring an SEO:

• Any company stressing links as the main selling point of their SEO strategy. Of course, there are companies that work to gain organic links through quality tactics. And companies that specialize in analyzing link profiles to get rid of bad links. These are typically fine. But any company that is in the business of buying or selling links is not one you want to be involved with.
• Any company whose work is performed off-shore. You don’t want an army of SEOs whose native language and culture are not the company’s target or first language/experience.
• Any company charging dirt cheap for SEO. They might be under-committed to education and service, or worse. Cheap SEO can hurt your business.
• Any company promising “top rankings.” This is extremely difficult for any company to guarantee, and the promise itself is essentially cheapening the discipline of SEO.
• Any company not reasonably ranked for their major keywords themselves. The “cobbler’s child” excuse is invalid.

And make sure you always:

• Ask for references if you’re not familiar with their reputation.
• See if they have had a lot of complaints filed against them.
• Find reviews about the company online.

What Services Should You Expect from an SEO?

Again, different agencies or consultants have different service models, including everything from SEO training and services to PPC and beyond.

Depending on the situation your website and business are in (and this is the job of the vendor to assess), the SEO strategy may vary.

You might, for example, start with an SEO audit. This is often the best way to assess where the site is at today so that your vendor can recommend a strategic path for the next steps.

Just some of the services you might engage an SEO vendor for include:

SEO website assessments and audits: Assessments offer an in-depth critique of your website, identifying areas where improvements can be made. This service enables businesses to quickly learn the factors search engines deem important when ranking their website. Sometimes, the business is responsible for implementing the changes; other times, the vendor can do it for you.

Search engine penalty assessments: These assessments, in particular, are aimed at identifying where repairs are needed to overcome a rankings drop. The vendor helps identify what caused the penalty (usually related to Google’s Penguin, Panda, or other algorithm updates) and receives a “repair roadmap” that lays out actionable procedures for correcting problems with the site.

SEO consulting: These tailored engagements ensure that your staff reaches its goals through SEO best practices. Often, the vendor will provide SEO consulting services hourly or on retainer to be used whenever you have an important question or need additional expertise on a difficult problem you’re having with your website.

Full-service SEO programs: A full-service program can mean different things with different vendors, but may include a unique combination of search engine optimization consulting, SEO training, managed services, including the implementation of recommendations, and more.

Local SEO: These types of SEO services are centered on the unique needs of local brick-and-mortar businesses that need to be found online by people in the regional area that the business serves.

Website content audits: Content is the backbone of any good SEO program, and a content audit can identify areas of content strengths and weaknesses on a website, and recommend ways to make the website better suited to its audience and SEO goals.

Content development: In order to become a relevant choice for any given query, and to show up on a search engine results page, a website needs to have targeted, quality content to support its SEO strategy. Content development services can help you get there.

PPC management: SEO and SEM are a perfect complement to one another. Together, they allow for more visibility on the search results page than just one discipline alone.

According to Rand’s survey data shared earlier, the most common services offered by an SEO agency several years back were as follows:

How SEO Pricing Is Set

Once you’ve decided what type of SEO services you’re after, your next question is likely around pricing.

The cost of SEO can vary depending on many factors, such as if it’s an agency versus a consultancy, geographic location, years in business, reputation and size, and more.

Think about the costs of a typical day at an SEO company. There is research time, education time, and project management time factored into every client’s plan. As a client:

• Do you expect answers?
• Do you expect reports?
• Do you expect service?

If you want all of this, expect a time investment by the company. To make a real impact, your SEOs should be spending significant time on the things that matter to a great SEO service. They must deliver expert services yielding top-shelf quality.

Anything less than a good chunk of hours towards providing stellar service will likely produce a less-than-satisfying experience.

Pricing: SEO Agencies vs. Consultants

There are differences in how an SEO consultancy may charge versus an SEO agency.

Generally, consultancies don’t have as much overhead as agencies. SEO consultants may have minimal operating costs but also may be bound by the hours of the day that they can work, which may impact pricing. Often consultants have a day job, or it’s a side gig.

Other factors that may impact an SEO consultant’s prices are years of experience, reputation, and so on.

An agency, on the other hand, must recover not only the cost of the individual working on the project but also the cost of managing the individual and other business-related expenses like building rents, equipment, and more.

Will pricing be lowered now that many digital marketing companies are working from home? That remains to be seen, but I think that increased demand may result in the opposite.

What we do expect is a slew of new “SEO experts” to be working as consultants as a way to reinvent themselves in the face of COVID-19. This is something to watch out for.

Other factors that may impact an SEO agency’s pricing are years in business, the level of expertise of the staff, access to different specializations, ongoing education and training to stay on top of search engine changes, and more.

According to Rand’s survey data, the majority of SEO agencies charged a monthly retainer, while hourly rates and fixed project-based fees came in second:

The same goes for SEO consultants:

The Cost of SEO: Not So Black and White

Comparing SEO vendors can be tricky. There is no set of agreed-upon “standards” for service and measurement of performance. This can confuse the potential client about what they are supposed to be buying.

It can be easy to get wrapped up in price comparison shopping as you’re looking for the right provider. But as you can see, there are several factors that impact SEO pricing.

When looking for the perfect fit, the top-level items you should consider include:

• The ethics of the company and whether they follow search engine guidelines
• Their level of expertise, including years in practice, reputation, skill sets, and knowledge
• The services offered, and if you’re looking for specialists or a more varied digital marketing program
• The type of company, and whether it’s a consultancy or agency

If you’re looking for an SEO services partner, please contact us for a free quote and consultation. Let’s talk.

FAQ: What criteria should I consider when choosing an SEO service provider?

Navigating the sea of SEO service providers can be daunting. To ensure you partner with the right agency or individual, here are the key criteria to consider:

1. Expertise and Experience

Begin your selection process by assessing the provider’s expertise and experience. Look for a track record of successful projects, client testimonials, and a team with a deep understanding of SEO trends and best practices. An experienced provider is more likely to deliver tangible results.

2. Customized Strategies

One-size-fits-all SEO approaches rarely work. A reputable service provider should offer customized strategies tailored to your business’s unique goals and needs. Avoid those who promise quick fixes or rely solely on cookie-cutter solutions.

3. Transparency

Transparency is non-negotiable. Your chosen provider should be open about their methodologies, reporting processes, and progress tracking. Regular updates and clear communication are signs of a trustworthy partner.

4. Ethical Practices

Beware of providers that engage in black-hat SEO techniques, which can lead to penalties from search engines. Ensure your chosen provider adheres to ethical practices and follows search engine guidelines.

5. Proven Results

Ask for case studies or references to verify the provider’s claims. A reliable SEO service provider should be able to demonstrate past successes and their ability to improve a website’s search engine rankings.

6. Clear Pricing Structure

Understanding the cost of SEO services is crucial. Avoid providers with vague pricing models or hidden fees. A transparent pricing structure allows you to budget effectively.

7. Comprehensive Services

Consider whether the provider offers a full range of SEO services, including on-page optimization, off-page SEO, content creation, and technical SEO. A holistic approach often yields better results.

8. Communication and Accessibility

Choose a provider that is readily available for inquiries and discussions. Effective communication fosters collaboration and ensures your objectives are aligned.

9. Reviews and Reputation

Research the provider’s online reputation through reviews on platforms like Google, Yelp, and industry-specific forums. This can provide insights into their reliability and customer satisfaction.

10. Analytics and Reporting

A good SEO provider should offer regular analytics reports that measure the impact of their efforts. This data-driven approach helps in assessing the ROI of your SEO investment.

Selecting the right SEO service provider is a critical decision for your business’s online success. By evaluating their expertise, transparency, ethical practices, and past results, you can make an informed choice that will improve your website’s visibility and drive organic traffic.

Step-by-Step Procedure:

1. Begin by researching potential SEO service providers.
2. Assess the provider’s expertise and experience through client testimonials and project portfolios.
3. Ensure the provider offers customized SEO strategies tailored to your business needs.
4. Verify the provider’s transparency in methodologies, reporting, and communication.
5. Confirm that the provider follows ethical SEO practices and avoids black-hat techniques.
6. Request case studies or references to assess the provider’s track record of success.
7. Understand the provider’s pricing structure and ensure transparency.
8. Check if the provider offers a comprehensive range of SEO services.
9. Evaluate the provider’s accessibility for inquiries and discussions.
10. Research online reviews and reputation on platforms like Google and industry-specific forums.
11. Inquire about their analytics and reporting capabilities to measure ROI.
12. Consider the provider’s communication style and responsiveness.
13. Ask about their strategy for on-page optimization, off-page SEO, content creation, and technical SEO.
14. Seek clarification on any doubts or concerns regarding their services.
15. Make a well-informed decision based on the criteria mentioned above.
16. Collaborate closely with the chosen provider to align objectives and expectations.
17. Monitor progress through regular analytics reports.
18. Evaluate the impact of SEO efforts on your website’s visibility and organic traffic.
19. Adjust strategies as needed to optimize results.
20. Enjoy the benefits of an improved online presence and increased search engine rankings.

The post The REAL Cost of SEO: A Practical Guide to SEO Pricing and Services appeared first on Bruce Clay, Inc..

You’re in a race. You have nine other competitors, and you’re all running as fast as you can. But you are in last place. At this point, there’s no way you can catch up.

Suddenly, up ahead, you see the front runner fall. And then each of your competitors, one by one, begins to stumble.

You’re far enough behind that you can avoid the pileup. What do you do? Do you slow down, stop, or pick up speed and take the lead?

This is the scenario we’re in right now.

Sadly, the COVID-19 pandemic is a blow to many businesses. But for the companies that can weather the crisis, now is the time to focus on winning the race in the search results.

Once this situation is contained, Google will still exist. Websites will still exist. And as I’ve said before, SEO is only done when Google stops changing things and all your competition goes away.

But what if your competition goes away — by putting the brakes on their marketing now or, unfortunately, by shutting down for good?

At this moment, you have a golden opportunity to completely change the course of your company’s success online.

I’m going to share with you three search marketing strategies you should focus on right now to come out a winner:

1. Conduct a technical review of your website
2. Do a content review on your website
3. Forge key partnerships that can improve your business online
4. FAQ: How can I implement effective search marketing strategies to achieve online success?

1. Conduct a Technical Review of Your Website

You want to be sure your website’s infrastructure is running smoothly so that:

• Search engines can crawl and index your content
• Your website can handle incoming traffic
• You create a good experience for your visitors

It wasn’t long ago that Google’s Gary Illyes said this:

i really wish SEOs went back to the basics (i.e. MAKE THAT DAMN SITE CRAWLABLE) instead of focusing on silly updates and made up terms by the rank trackers, and that they talked more with the developers of the website once done with the first part of this sentence.

Technical optimization is one of those basics you shouldn’t ignore if you want your site to perform well in the search results.

What to Focus on Now: Technical Optimization

Website performance: Your server’s speed and your page load time should be fast. If visitors and search engine crawlers can’t quickly access your content, you can lose potential customers as well as rankings and traffic. Use Google’s PageSpeed Insights tool for more information about your website.

Robots.txt: The first thing a search engine crawler looks for on your site is a robots.txt file. This file is housed in the root directory of your website. It tells the crawler which parts of the site should and shouldn’t be crawled. This is mostly used to avoid overloading your site with requests. For more, see Google’s help file on robots.txt, its robots.txt tester tool, and our Robots Exclusion Protocol Reference Guide.

Schema markup: Schema markup helps communicate the meaning of your content to the search engines. This, in turn, can help make your content more relevant to a search query and enhance the way your search listing is displayed in Google. For more on this, see how to use schema markup to improve your website visibility.

Cloaking: Make sure your site isn’t involved in showing one version of a webpage to search engines, while another to a visitor. This is known as “cloaking” and includes things like hidden text or hidden links on a webpage. Google gives more examples of cloaking here. Sometimes website owners don’t realize the site is cloaking if it’s been hacked. You can use our free cloaking checker tool to find out.

Redirects: When you need to move a current webpage to a different URL, you want to make sure you redirect it properly. A 301 redirect is the way to go. Also worth a mention: Avoid sneaky redirects that can negatively impact your site. For help, read how to implement a 301 redirect.

Custom 404 page: When a person clicks on a bad link or types in the wrong URL for your site, a custom 404 page can help. By offering a custom message with links to popular content, a site map, or something else, you can improve the user experience and keep people on your site. For more, see how to design a custom 404 error page, how to configure a custom 404 page on an Apache server, how to configure a custom 404 page in Microsoft IIS, and Google’s help topic on creating useful 404 pages.

For more on technical optimization, see our introductory guide to technical SEO.

2. Do a Content Review on Your Website

Right now, website owners should be reviewing every single page of content on their website for quality.

It’s not uncommon for websites to have old, irrelevant content from over the years. Add to that the fact that many publishers have adopted the “quantity over quality” approach to creating content.

Google is laser-focused on helping quality content rank, and not ranking low-quality content. Remember that Google has said that unmaintained sites are the lowest quality.

That’s because it’s hard to trust content that is many years old. This is especially true for “Your Money or Your Life” (YMYL). YMYL topics are those that Google says can impact a person’s future happiness, health, financial stability, or safety.

That said, evergreening your content is the thing to do now.

What to Focus on Now: Content Optimization

First, review the site structure. Google needs well-organized website content to determine relevance for search queries. Visitors need it for a better user experience. SEO siloing addresses the needs of both search engines and users. For more, see SEO Done Right Cares about Content Architecture.

Next, understand what quality content is. Review Google’s guidance on expertness, authoritativeness, and trustworthiness (E-A-T). Google has cited E-A-T on many occasions when talking about how to improve content, and potentially, rankings. You can view our complete and current guide to E-A-T as the first step.

Then, refresh the content. There are many ways you can go about doing this. First, you’ll want to start with SEO tools that show you the top-ranked pages and those driving the most traffic (for example, Google Analytics, our SEOToolSet, or SEMrush).

You’ll want to categorize your webpages and prioritize the work:

1. Start by reviewing the top-ranked pages. These are pages that rank in the very top results on Page 1 and drive the most traffic.
2. Next, identify the rest of the pages ranking on the first page in Google’s search results, and driving good traffic.
3. Identify the pages that are ranking on Page 2 and beyond that have the potential to rank better.
4. Finally, find those pages that are not ranking well nor driving traffic, and are irrelevant or low quality.

For each of these categories, you’ll want to consider:

• How to handle the content: Will it be a rewrite? How will you handle duplicate content? Will you combine like-topics into one in-depth article? Will you get rid of some content altogether?
• How to optimize the content: For the pages that you want to give a boost, make sure they are optimized with the basics. For more see our Always Up-to-Date SEO Checklist.

Danny Goodwin over at Search Engine Journal has a good article on assessing a website’s content, and the results that SEJ saw from their content refresh here.

Keep in mind that building expertise, authority, and trust takes time, so it’s important to get a head start on this process now.

As a side note: Google gave recommendations on April 1, 2020, for how publishers with COVID-19 information can optimize their content now.

3. Forge Key Partnerships for Your Business Online

Every business is in pain right now due to the pandemic. What partnerships or offerings can you forge now that are going to better position your business or brand online?

Strategies like this can help you:

• Leverage another company’s (maybe larger) audience to get your message in front of more people.
• Build your authority on the topics that are most important to your business.
• Stay relevant and top of mind.

What to Focus on Now: Relationships and Opportunities

Pivoting your offer. Many businesses are looking at how they can still add value to others during uncertain times. Practically, this may look like a pared-down version of your services, tools, or courses. Consider offering something free that you normally charge for. It could even be a complete pivot to cater to a new audience. For example, Tesla, Ford, and Absolut Vodka are now creating things like respirators, masks, and hand sanitizer to help out.

Getting more visibility. As we are now in a work-from-home economy, digital content truly is king. Think about how you can get your business out there by participating in podcasts, webinars, videos, guest posts, ebooks, press interviews, etc. Bonus for timely information related to your expertise and what people are going through right now. These activities will result in building authority, something that Google values when assessing a website. (See our E-A-T guide for more on building authority.)

Stay Relevant, Survive, and Thrive

We’re all in this crisis together. Every business is being impacted, some more than others.

Right now is not the time to put the brakes on our marketing. We are in a position to make decisions that will completely change the course of our business.

Make the right choices that keep you going faster so that you can win this race.

For more tips, read Don’t Quarantine Your Marketing and my call-to-action for these times, Time for High-Growth Businesses to Drive Faster.

We can help move your business into a lead position through search marketing. Contact us today for a free quote.

FAQ: How can I implement effective search marketing strategies to achieve online success?

Establishing a solid online presence for any business is crucial, and search marketing strategies are an essential element. We will guide you through this complex world while offering expert insights that will boost online success.

1. Understanding the Basics of Search Marketing

Prior to undertaking more advanced search marketing strategies, it is crucial that one understands the fundamentals of search marketing. This includes search engine optimization (SEO), Pay-per-click advertising (PPC), and the significance of keywords in driving paid and organic traffic.

2. Conducting Comprehensive Keyword Research

A successful search marketing campaign begins with thorough keyword research. Utilize tools like Google Keyword Planner to identify high-value keywords relevant to your business niche. Create a comprehensive list to guide your content and advertising efforts.

3. Crafting High-Quality, Relevant Content

Content is king in the digital realm. Content that’s engaging, informative, and keyword-optimized will boost search engine rankings by catering directly to the needs of your audience. Regular updates with new material will only serve to increase that advantage further.

4. On-Page SEO Optimization

Optimize your website’s on-page elements, including meta titles, descriptions, headers, and image alt tags. Ensure your site is mobile-friendly and has a fast loading speed, as these factors greatly impact search rankings.

5. Off-Page SEO and Link Building

Build a network of high-quality backlinks from reputable websites. Engage in guest posting, social media outreach, and collaborations to establish your website’s authority in your industry.

6. Embrace Local SEO Strategies

For businesses targeting local markets, optimizing your Google My Business profile and encouraging customer reviews are crucial for local search success.

7. Harnessing the Power of Paid Advertising

Complement your organic efforts with PPC advertising campaigns. Create compelling ad copy, employ strategic bidding, and utilize retargeting to maximize your ROI.

8. Continuous Monitoring and Analysis

Regularly track the performance of your search marketing campaigns using tools like Google Analytics. Analyze data to identify areas for improvement and adapt your strategies accordingly.

9. Evolving with Algorithm Updates

Stay informed about search engine algorithm changes and industry trends. Adapt your strategies to align with these updates to maintain your online success.

10. Seek Professional Guidance

Consider enlisting the expertise of digital marketing professionals who specialize in search marketing. Their insights and experience can prove invaluable in navigating the ever-changing landscape of online marketing.

By implementing these strategies and staying committed to ongoing optimization, you can effectively navigate the dynamic world of search marketing and achieve online success. Remember, success in search marketing is not an overnight endeavor; it’s a continuous journey of refinement and adaptation to evolving trends and algorithms.

The post How to Keep Your Business Relevant During Hard Times and Come Out a Winner appeared first on Bruce Clay, Inc..

A good keyword can be defined in many different ways. They can be very targeted or very broad. A general term may yield a higher search rate than other terms, but top search engine ranking for a targeted keyword phrase will generally give your site a higher conversion rate. Depending on what your site would like to achieve, both general and broad keyword phrases may be “good keywords” for a search engine optimization (SEO) project.

• Broad and targeted keywords
• Which keywords should I target for SEO? 
• FAQ: What are the differences between broad and targeted keywords in SEO?

Broad and Targeted Keywords

First, let’s start with targeted keywords. These key terms are often something specific that your site offers. For example, Bruce Clay, Inc. offers Internet marketing services. This includes a variety of subjects, but one of them is a natural search engine optimization service. In this case, the term “search engine optimization” is a targeted keyword that reflects a specific service that we offer. Using targeted keywords like this will help a search engine know that your site is about many different things, some related and some not. But, once a search engine knows this about your site, it may display your site in the result set for that targeted phrase. A user that searches with that targeted phrase is more likely to buy or sign up with your website because you offer exactly what they are looking for. In other words, the user will not have to sift through results to find what they want because the targeted keyword phrase brought them to exactly what they want.

Broad terms describe what your website does, but not to the level of detail that a targeted term does. If we use our example of Bruce Clay, Inc. again, we are a company that does online marketing. Since all of our services are a part of online marketing, we can use this broad word to describe what our website does as a whole. Using these words has the potential of attracting more visitors to your site, but the visitors may not know specifically what they are looking for, which is why they typed in a broad keyword in the first place. Therefore, the user may leave the site because your site didn’t have exactly what the user was looking for.

Which Keywords Should I Target for SEO?

So, what makes a good SEO keyword? The answer is both broad and targeted keywords. Search engines will associate specific keywords with their more general phrases, and using both on your site will help the site become an authority on the subjects that you talk about. If we start with the targeted keyword phrases and become experts on them, then eventually, we will become experts for the general terms, too.

Revisiting our Bruce Clay, Inc. example, we can use targeted terms like “natural search engine optimization,” “SEO services,” “PPC management,” and “website analytics” to help us become experts about those individual topics in search engines. Once we have become experts in all of those topics, then the search engines will say that we have become an expert in the broader topic of “online marketing” and “Internet marketing”. This ultimately defines your website’s theme and establishes your site as an authority.

More keyword help and free SEO tips: How to Choose Keywords for SEO, How to Use Keywords

FAQ: What are the differences between broad and targeted keywords in SEO?

Understanding the nuances between broad and targeted keywords is pivotal for achieving online success. These two categories of keywords are not created equal, and comprehending their differences can significantly impact your website’s search engine rankings and overall visibility.

The Essence of Broad Keywords

Broad keywords, often short-tail, consist of one or two words and are remarkably expansive in scope. These generic and less specific keywords make them highly competitive in SEO. While they may generate substantial traffic, they often comprise users with diverse intentions and interests.

The Power of Targeted Keywords

On the other hand, targeted keywords, or long-tail keywords, are more focused and specific. They usually comprise longer phrases or questions, making them less competitive but more valuable. Targeted keywords attract users with clear intent, increasing the likelihood of conversions and engagement.

Balancing Act

The key to successful SEO lies in balancing broad and targeted keywords. Broad keywords can cast a wide net and draw users to your website, but they may have lower conversion rates. Targeted keywords, while driving niche traffic, often yield higher conversion rates. A combination of both can optimize your SEO strategy.

Competition and Cost

Broad keywords often face increased levels of competition, increasing advertising costs significantly. Businesses on limited budgets may reach their desired target audiences more effectively with targeted keywords.

Keyword Research is King

To make informed decisions, conduct thorough keyword research. Tools like Google Keyword Planner and SEMrush can help identify the most effective keywords for your industry. Analyze search volume, competition, and user intent to determine your SEO strategy’s ideal mix of broad and targeted keywords.

Understanding the differences between broad and targeted keywords is fundamental to crafting a successful SEO strategy. Including keywords in your content can help increase online visibility, attract the right audience, and drive conversions.

Step-by-Step Procedure:

1. Keyword Research: Use tools to conduct extensive keyword research. You can find relevant terms for your site. Google Keyword Planner and SEMrush are two popular SEO tools.
2. Analyze User Intent: Understand the intent behind each keyword to ascertain whether it aligns with your website’s goals, such as increasing traffic, brand awareness, or conversions.
3. Competitor Analysis: Analyze your competitors’ keyword strategies to gain insights into what works in your industry and identify gaps in your strategy.
4. Create a Keyword List: Compile a list of broad and targeted keywords most relevant to your business or website.
5. Content Optimization: Integrate these keywords naturally into your website content, ensuring they enhance the user experience rather than disrupt it.
6. Track Performance: Utilize SEO tracking tools to monitor the performance of your keywords, such as ranking changes, click-through rates, and conversion rates.
7. Adjust and Refine: Based on your performance metrics, refine your keyword strategy by optimizing underperforming keywords and expanding on those that show promise.
8. Balance Keywords: Maintain a balance between broad and targeted keywords in your content to attract a diverse audience while catering to specific user needs.
9. Quality Content: Continuously produce high-quality, informative content that aligns with your chosen keywords to improve your website’s authority and relevance.
10. Stay Updated: Keep abreast of evolving SEO trends and algorithm changes to adapt your strategy as needed.

By following these steps, you can develop a robust SEO strategy that harnesses the power of both broad and targeted keywords to enhance your website’s visibility and achieve your online goals.

The post What Makes a Good Keyword? appeared first on Bruce Clay, Inc..