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Want to re-invigorate your SEO program? Look no further than this list of 10 SEO areas you can start working on right now:<\/p>\n
FAQ: What are the key components of effective SEO program revitalization?<\/strong><\/a><\/p>\n Experience, expertise, authority and trust (E-E-A-T) are the underpinnings of a quality webpage, according to Google. We know this from Google\u2019s Search Quality Rater Guidelines<\/a> (SQRG).<\/p>\n These guidelines show us the things that Google\u2019s search engine algorithm is looking for when ranking pages.<\/p>\n At the center of E-E-A-T is trust \u2013 because, as the SQRG says, \u201cUntrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.\u201d Trust measures the accuracy and reliability of a webpage, among other things.<\/p>\n Expertise is a newer factor, introduced in late 2022, and has to do with the content creator\u2019s first-hand experience on the topic. So, for example, product reviews should require some level of personal experience with the product.<\/p>\n 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: \u201cWhich would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?\u201d<\/p>\n 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.<\/p>\n 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.<\/strong><\/p>\n Recommended reading:<\/p>\n 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.<\/p>\n Of course, Google\u2019s 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.<\/p>\n In other words: Google can better understand what a page is about today without us having to do a lot of extra work.<\/p>\n 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.<\/p>\n Yes, I know that you naturally optimize a page when you write well. So, this is not about keyword stuffing. It\u2019s about tweaking so that you are least imperfect compared to the competition.<\/p>\n 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\u2019s keywords in those places?<\/p>\n Goal: Write the content well, then think about the target keywords \u2013 how can you work those into the page?<\/strong><\/p>\n Recommended reading:<\/p>\n Yet another way to help search engines understand what a page is about is the way you format the page.<\/p>\n This includes things like:<\/p>\n Heading tags (H1, H2, H3, etc.) distinguish the different sections of a page.<\/p>\n 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).<\/p>\n When a search engine bot crawls a page, it can better understand what the page is about by scanning the table of contents.<\/p>\n Goal: Use heading tags properly on every page.<\/strong><\/p>\n Recommended reading:<\/p>\n Structured data helps to clarify to the search engines what type of information you\u2019re presenting.<\/p>\n Using schema markup, you can further explain elements on a webpage. In turn, you can enhance that page\u2019s listing in the search results.<\/p>\n Google gives an example<\/a> of how a recipe page can be marked up to generate a carousel listing in the search results, including image, author, and other details:<\/p>\n 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.<\/strong><\/p>\n Recommended reading:<\/p>\n You can format your page further to improve readability by both search engines and visitors.<\/p>\n This includes things like:<\/p>\n This type of formatting can lead to the page being chosen for a coveted featured snippet, a.k .a. \u201cposition zero\u201d on the search results page.<\/p>\n Goal: Take a look at the final product before you hit publish \u2013 what other formatting tweaks would make it more user-friendly?<\/strong><\/p>\n Recommended reading:<\/p>\n Images present another way to drive traffic to your website. Someone may click through to your website when they see your image via:<\/p>\n Google has said<\/a> in the past that it has a ranking system for images, which weighs things like:<\/p>\n Google\u2019s AI-powered technology, Google Lens<\/a>, means that images can bring even more traffic to a website but in different ways.<\/p>\n 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.<\/strong><\/p>\n Recommended reading:<\/p>\n 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.<\/p>\n Without it, your rankings can suffer. And because Google rolled out an algorithm all about user experience<\/a>, these things are more important than ever.<\/p>\n Just some of the things to consider include:<\/p>\n Goal: Invest just as much effort into your technical SEO as you do your on-page SEO. It will pay dividends.<\/strong><\/p>\n Recommended reading:<\/p>\n 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.<\/p>\n Some examples of internal links include:<\/p>\n Some benefits of internal links include:<\/p>\n One of the best strategies for internal links with regard to SEO is SEO siloing<\/a> \u2013 a concept we invented back in 2000. SEO siloing groups like topics together in a way that builds subject relevance and authority.<\/p>\n Goal: Implement SEO siloing as a foundational best practice. It will take work. But it pays off: We\u2019ve seen sites boost their traffic significantly<\/a> with SEO siloing.<\/strong><\/p>\n Recommended reading:<\/p>\n If your links are not trusted, then neither is your website. So, inbound links matter \u2013 but link building is a thing of the past.<\/p>\n Today, it\u2019s 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.<\/p>\n 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.<\/p>\n As you build a backlink profile, you will continuously monitor it and tweak it if necessary.<\/p>\n Goal: Focus first and foremost on creating content people will want to link to, then make sure to publicize it once you publish.<\/strong><\/p>\n Recommended reading:<\/p>\n Outbound links are important because they can impact user experience and SEO.<\/p>\n The user experience factor is self-explanatory; you want to direct your users to quality resources from your page to another website.<\/p>\n Google supports this concept:<\/p>\n<\/a>1. E-E-A-T<\/h2>\n
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<\/a>2. Keyword Optimization<\/h2>\n
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<\/a>3. Content Formatting<\/h2>\n
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Heading Tags<\/h3>\n
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Structured Data<\/h3>\n
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Other Types of Content Formatting<\/h3>\n
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<\/a>4. Image SEO<\/h2>\n
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<\/a>5. Technical SEO<\/h2>\n
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<\/a>6. Internal Links<\/h2>\n
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<\/a>7. Inbound Links<\/h2>\n
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<\/a>8. Outbound Links<\/h2>\n