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Author Authority

Let’s examine in detail the significance of author authority in terms of website rankings.


Suppose you are experiencing a minor medical issue. Every time you bite your food, your jaw clicks aloud behind your molars. It’s not painful, but it’s unpleasant. You turn to the all-purpose bank of knowledge, the internet, to find a solution to this irritating problem.

When researching on the internet, which source do you consider more dependable: an article written by a physician with ten years of experience in otolaryngology or a blog post written by a guy who specializes in Minecraft?


It’s an obvious choice.

Credibility Matters


Credibility matters a great deal, which has never been truer than today when misinformation runs rampant on the internet. Most authors genuinely attempt to help, but there is much harmful information on the internet. Whether this inaccurate or blatantly incorrect content results from malice or ignorance, it can do much damage.

Author authority, also known as author rank, is why it’s an essential part of the search engine optimization strategy. Here’s how it works.

Is It True That Having Author Authority Influences Page Rankings?

Google prioritizes E-A-T when evaluating the quality of a website and whether it answers a user’s query. This stands for expertise, authoritativeness, and trustworthiness. Does E-A-T factor in the author’s credibility? Would a real expert be more convincing than a recent journalism graduate in writing a piece?

The concept of author authority has been around for years, and its role in ranking sites has long been a debate among SEO experts and digital marketers. In this article, we’ll better understand what author authority is and how it works.

Author Authority & SERP Ranking As Evidence

Google has never said that an article’s author directly influences rankings. However, you cannot ignore it.

Google’s interest in identifying authors is evident from a patent application in 2005. Agent Rank was a concept that allowed the search engine to rank articles by reputation, a function that the search engine could weed out low-quality content.

Despite Google supporting authorship markup with rel=author in 2011, adoption could have been more active. Only 30% of authors utilized this tag in 2014, and Google eliminated it the same year.


Google Webmaster Trends Analyst Gary Illyes stated that Google does not utilize authors but has systems to recognize the creator of a piece of content. Illyes’s comments appear to reference Google’s Knowledge Graph.


The Knowledge Graph is a database of information and entities (that is, things or ideas that are singular, unique, well-defined, and easily recognizable). Google recognizes authors as official entities, although the search engine only sometimes knows who wrote a specific piece of content. It’s important to note that ‘reputation’ does not equal ‘expertise’ or ‘authoritativeness,’ even though it matters.


Google’s expertise and authority determine a subject’s reliability. A writer’s reputation is a more subjective measurement based on how readers appraise the individual. According to Search Quality Raters Guidelines, reputation is determined by a set of principles used by human raters who evaluate search engine quality and sometimes test proposed changes to search algorithms.


Google has been transparent that these human-generated scores are never used to affect search results. However, one of these standards says that a low score held by the content creator is enough to give the article a low-quality score.

Google filed a patent for Author Vectors in March 2020, which detects whether an author produced unattributed content with a certain writing style and levels of expertise and interest in various subjects. Although the search engine giant has not divulged why exactly they are using this program in search rankings, they have advised authors to include author URLs in article schema.


It does not say what this URL should connect to, but it is usually employed to send visitors to a social media account or biography page.


READ NEXT: What Percentage is Considered Duplicate Content?

The Judgement: It's Not Clear Whether Author Authority Affects Rankings

Unfortunately, there is no clear answer regarding how much significance Google gives to authors when determining search results.

Even if it does not directly impact your organic rankings, it is still a smart move to follow Google’s Quality Rater Guidelines. Users care about the reputation and relevancy of an article’s author.

Read Next: Ways To Improve The Quality Of Content For People & Search Engines

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Zero-Click Searches

Although Google does not steal all zero-click searches for themselves, query refinement from searchers is responsible for many of them.

According to a new Semrush study, zero-click Google searches are different from the boogeyman they have depicted in SEO circles in recent years.

Google Search Results Outline


The following information outlines the results for Google desktop searches:

  • Organic clicks: 45.1%
  • Zero clicks: 25.6%
  • Keyword change (zero-click, query refinement): 17.9% 
  • Clicks to other Google properties (e.g., images, news, shopping) 9.7%
  • Paid clicks: 1.8%

Here’s the summary for mobile Google searches:

  • Organic clicks: 43.1%
  • Keyword change (zero-click, query refinement): 29.3% 
  • Zero clicks: 17.3%
  • Clicks to other Google properties (e.g., images, news, shopping) 10.3%
  • Paid clicks: 0.02%

According to Semrush, searchers spend little time analyzing search results. Searchers, on the other hand, only spend a little time looking at results, too, according to Semrush. Most people decide what they want to click on within 15 seconds of seeing a result.

  • Consumers want answers – usually as fast as possible—and there are many reasons why there are no clicks. Google now offers more answers than ever in the form of various search features (such as time, weather, movie times, and direct answers).
  • Methodology– Semrush collected data from 20,000 U.S. desktop and mobile users in May to build an anonymized sample. 609,809 search queries (308,978 on desktop and 146,390 on mobile) were recorded.

Several prior studies have compared Semrush to other tools (SparkToro, 2019 and 2020).

  • 2019: 49% of all Google searches are no-click
  • 2020: Zero-click Google searches rose to nearly 65%

Assuming there was another analysis by SparkToro this year or last, Google zero-click searches would be around 85%.

Stealing Traffic Clicks

Google’s Danny Sullivan has been making a lot of noise since 2019 about how Google has been stealing traffic clicks. According to Sullivan, Google sends more traffic to websites each year and describes some logical reasons specific queries don’t result in website clicks. Google could drive more traffic to websites than ever before while reducing the number of searches that would have gone to websites if it had yet to introduce its products or features that compete directly in organic search.

I appreciate Semrush’s attempt to provide more context and a more nuanced (less biased) assessment.


I (as well as several other intelligent SEO specialists) believe that those prior zero-click studies were either misleading or inaccurate. The math didn’t add up, so they got far more attention than they deserved.


Read Next: In Light Of Global Disruption, How Should SEO Be Approached? 


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AI for SEO

As artificial intelligence progresses, so does its capacity to assist businesses in boosting their organic search rankings. In search engine optimization, content is critical. Creating content that appeals to humans and search engine spiders is called optimizing content.


Google and other search engines rank the content so humans can find it, interact with it, and eventually purchase products and services. As a result, it must be optimized, so using AI for SEO has become a growing trend.

Utilizing AI Effectively


Currently, artificial intelligence can only partially handle content optimization. It may assist with keyword research, idea generation, and basic writing. Keyword research is vital in content optimization, as it identifies the words and phrases prospects are searching for. AI-based tools can reveal new and popular keywords and their ease or difficulty in ranking for them and others.


RankIQ, for example, is a human and AI-powered SEO tool that provides keyword research and content ideas from your existing content and trends in your industry. 

It can, for example, assist you with content marketing and SEO by combining with other AI tools such as Jasper. Among the many AI jobs, writing is perhaps the most controversial. Multiple AI-based writing applications claim to produce excellent content. Even though they cannot yet—or, in most cases, come close to replacing people, these tools are helpful.


Many tools out there combine data and artificial intelligence to create reports, articles, and other content. Among others, Forbes, the Associated Press, and other publications utilize Quill. Salesforce acquired Narrative Science and Quill late in 2021, but only after the latter proved its worth to writers. Using AI for SEO in creating original content is on the rise and is expected to continue to grow in popularity and effectiveness.

SEO AI Assists Google in Determining Intent

Google uses artificial intelligence to assist algorithms in determining searchers’ intent, not just their keywords, and therefore rank pages appropriately. That is because AI drives Google’s goal of creating the most significant search results for customers. That’s beneficial for organizations that create ideal material for a subject. However, it only assists individuals familiar with what to write about, what to emphasize, and how much.

In the future, SEO practitioners and content marketers may require AI to maintain up with the organic-search arms race. The SEO content creation process will rely on AI. Keeping track of keywords in a spreadsheet will become impossible.

Multiple AI Tools

Experimenting with AI-powered content in an SEO workflow is necessary. There are many more AI-based SEO tools besides RankIQ, Jasper, and Quill, including Copy.ai, Frase, Copysmith, Article Forge, Zenbrief, and SEMrush Writing Assistant. There is no perfect SEO content software. You should next try utilizing several of these tools to determine which has the most significant impact on your company’s organic search rankings.

Getting a head start with these AI content for SEO tools is essential because your competitors are probably already considering it.


Inevitable AI

Artificial intelligence, content marketing, and search engine optimization can be accelerated. AI can generate ideas, align content with search queries, and improve writing. Ranking highly in organic search results will inevitably involve AI.


Read Next: What Percentage is Considered Duplicate Content?


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Google Webmaster Guidelines

Google is now releasing Google Search Essentials, a simplified version of the Google Webmaster Guidelines.


Google has officially rebranded the Webmaster Guidelines as “Search Essentials,” with a simplified refresh consisting of only three sections. Google’s inspiration behind the refresh is to shift away from the phrase “webmaster.” In addition to creating the former Google Webmaster Guidelines more straightforward to comprehend, Google has removed the “webmaster” portion of the heading.


Google has slowly withdrawn “webmaster” from its branding for the past few years. For instance, “Google Webmaster Central” was rebranded as “Google Search Central.” According to Google, the outdated term “webmaster” does not adequately describe all of those who strive to see their material featured in search results.

Google Search Essentials


Many former recommendations have been relocated to the Google Search Central website into distinct sections.

Google Search Essentials has replaced the Webmaster Guidelines, covering the same material in three categories.

  • Key finest practices
  • Technical requirements
  • Spam policies


We will examine the categories in the following sections in more detail. The most significant aspect to grasp is that nothing has changed.

Google Search Essentials includes the exact information in a different format than the former Google Webmaster Guidelines. There is nothing new to learn if you are already familiar with the old Google Webmaster Guidelines. Let’s peek at what’s included in Google Search Essentials.

Technical Prerequisites

Google states that most websites meet the technical requirements without a struggle.


The following are the technical specifications:

  • Googlebot is not blocked.
  • The page is functioning (it isn’t a failure page).
  • The page contains indexable content.

Google needs to be able to read and index the content on your webpage for it to be included in the Google search engine. That’s the minimum requirement.

However, ranking a webpage requires more effort. Let’s carry on to the new section covering critical best practices.


The Best Key Practices

Google’s Search Essentials are a set of search-friendly content creation guidelines.

The following are Google’s critical best practices:

  • Create useful content.
  • Put your keywords where people are most likely to look, such as titles, headings, and alt text.
  • Design your links to be crawlable.
  • Let people know about your site.
  • Follow the most valuable practices for images, video, structured data, and JavaScript.
  • Improve how your site appears in search with rich snippets.
  • Blocking Google’s crawlers from finding your content is the way to keep it out of Google Search.

Spam Policies

The section on spam policies discusses how a website can get de-indexed from Google Search because of spammy behaviors and techniques.

These policies include the following:

  • Doorways
  • Cloaking
  • Hidden text and links
  • Hacked content
  • Keyword stuffing
  • Link spam
  • Machine-generated traffic
  • Malware and malicious conducts
  • Scraped content
  • Deceptive functionality
  • Sneaky redirects
  • Thin affiliate pages
  • Spammy automatically-generated content
  • User-generated spam
  • Copyright-removal requests
  • Online harassment removals
  • Scam and fraud

Google’s Search Quality team created precise language and specific examples to describe the content on the entire page, which was inspired by Google’s former Quality Guidelines and other relevant guidelines.

According to Google, the new direction will enable site owners to avoid creating content that Search users hate. The official changelog for Google Search Essentials is where you can learn more about what’s new.

Read Next: Is Local SEO Still Dependent On Directory Submissions?


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Google Ads Enhances Their Look

Google ads is enhancing their look in the search results by including new graphical elements that highlight company names and logos.
Google is removing the “ad” label from search ads and adding company names and logos to make them easier to distinguish from organic results. These alterations are part of a broader initiative to improve the user experience on Google Search.

Google Search Ads Feature Business Names


In recent times, Google has altered how search snippets are displayed for website homepages, making the website name the most noticeable visual element. Now, business names will be featured in search ads.

Before now, the landing page URL appeared at the top of search ads, followed by ad title text.

The new design from Google still displays the URL and title text. It is not removing information but making the company name more noticeable.

This adjustment might be beneficial when a company bids on a competitor’s keywords. Customers will recognize which firm’s website they are on once they click an advertisement.

Google Search Ads

Google is now showing business logos in search advertisements and business names. This ensures that searchers know which business paid for the ad, so they are not surprised by the landing page.

Logos help searchers tell the difference between ads and organic search results by making the ads stand out with more visual elements. Searchers usually see plain text in organic search results, with a thumbnail on the right-hand side.

Google has been criticized for making ads look similar to organic search results. With this update, there should be less confusion. Now, the business logo is positioned on the top left of search ads, setting them apart from organic search snippets.

Google Search Ads feature sponsored labels.

Google is replacing the “Ad” label with a “Sponsored” tag to indicate that a webpage is an advertisement. The words “Sponsored” and “Ad” will now appear on separate lines in the top left corner of search ads.

Google Search ads are being updated on mobile, and the same experience will be available on a desktop later.


Google Search ads featuring business names and logos are currently in beta and are limited to eligible advertisers. The following criteria must be met to be eligible:

  • Your account has been active for more than 90 days.
  • The account has a decent track record of policy compliance.
  • There are active campaigns on the account.
  • At least 28 days have passed since the account last accrued spending on a Search campaign, and the account has been running text ads.
  • At this time, sensitive verticals or sub-verticals (such as sexual content, alcohol, gambling, and healthcare) are not eligible for Business Information.
  • Google has verified the ad account.
  • When the eligibility criteria are met, Google Ads will crawl your landing page to find the business name and logo and automatically add them to your campaigns.

CLICK here to learn more about a Pay Per Click Campaign with Pushleads TODAY! 

You can manually add a business name and logo to each campaign. If you remove automatically added information, you can review and remove it. Google will review all business names and logos to comply with Google Ads policy and format requirements.

These new business name and logo features are being rolled out automatically. Google will show the domain from your display URL rather than your business name if it cannot include it. If Google cannot display your logo, it will add a blue globe icon. Advertisers will receive a notification in their Google Ads account when they receive access.


You might also like A Google My Business Profile that Can Generate Revenue.


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What’s Your SEO Score?

Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.

Trends in SEO

Businesses have recently become accutely aware of the importance of getting top organic search ranking on Google, and as a result our SEO agency has been busy. In the last twelve months 93% of internet users began each use of their device with a search engine query. Ranking high in organic search results is essential for any business or content promotion, and competition for top spots on the SERP can be intense.


How can you even begin to be a front runner, if you don’t know what SEO trends are influential? New SEO trends are consistently taking the lead, while others disappear. Google’s algorithm changes frequently, so what may have worked last year won’t necessarily be effective this year. It takes steady tracking of essential website metrics, to know what SEO trends are effective.

We’re focused on trends in SEO for 2022 that have emerged, while monitoring and implementing the ones that are still bringing success from last year. 

We keep an eye on those that are growing in strength, and those that are no longer giving results based on our analysis of thousands of data points.

Let’s get right to it! Here are 10 Trends in SEO we’ve seen gaining traction so far in 2022.

Core Web Vitals

By 2023, Core Web Vitals will have become a more important ranking factor because it has been one in previous years. Google uses Core Web Vitals as a ranking factor to measure the quality of a website’s user experience.

The Core Web Vitals consist of three measurements of speed and interactivity: largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS). LCP measures how long it takes for the site’s most significant piece of content to load, while CLS reveals how many layout modifications the page has experienced over time. Because of this, you are improving your Core Web Vitals will significantly boost your search engine rankings.


E-A-T stands for expertise, authoritativeness, and trustworthiness, which is what Google assesses to determine whether a web page provides quality content. Search engine algorithms are constantly changing, so the quality of the material is also evolving. Following these fundamental guidelines will help you improve your E-A-T:


  • Provide your sources to people. Make people search for unique content that you create.
  • Make sure to include a bio that describes the author’s expertise.
  • Avoid auto-generated content, excessive advertisements, paid link campaigns, and overly “salesy” content.

People Also Ask

According to 48.4% of 2.5 million searches, the “People Also Ask” feature was the most popular. In order to rank better in search results, you need to answer frequently asked questions in your content. An expanded version of the ‘featured snippet’ is required. You can discover the right keywords your readers are searching for using a keyword tool and then use them in your content answers. Besides including the questions in your content’s H2, H3, and H4 headings, you may also want to include an FAQ section.



According to research, the video will account for 82% of all global IP traffic by the end of 2022, and it’s critical to have an SEO strategy that integrates video.

Build Quality Backlinks

Building authority through backlinks is still the dominant strategy in 2022, and I don’t envisage this changing anytime soon. What I have noticed, however, is that high-quality backlinks play a crucial role in determining how fast and far you rise the ladder. All backlinks are not equal. Quality takes precedence over quantity each year.

Long-Form Content

Longer content usually ranks better in the end, in my experience. Google, in particular, rewards high-quality content. While length does not impact content ranking directly, I believe longer content often does better. Google looks for various things in long-form content, including original research and analysis, depth, sourcing, and more.

AI Content


Regarding SEO, AI content creation and optimization are becoming increasingly popular. Creating this content is quick and optimized for search engines. In addition to saving time, this strategy ensures highly optimized content. When we have to make a lot of content in a short amount of time, we often rely on AI. It’s still essential for humans to assess and edit AI-generated content to guarantee quality and originality. If you create content and add it to the final piece, you may be in Google’s doghouse, so keep that in mind.

Schema Markup

Google uses schema markup to create rich snippets on your website, which describe the page’s content. However, you can use Google’s Markup Helper to generate these snippets. Schema markup allows you to rank higher in search engine results pages (SERPs).

Using schema markup helps search engines better understand the content of your pages. Using schema markup to create rich snippets adds more information to your website and makes it more appealing to users.

Keep Content Fresh

This is one of the easiest things to do and is often neglected. You should go back through your content and make it more detailed, provide more text, and use better images.

Sites That Are Newer Have A Better Chance Of Ranking

Search engines are better at recognizing high-quality content on websites that provide a better experience. As a result, newer sites may rise in the rankings as long as they create high-quality content and operate an effective website. These are some significant SEO developments we’ve noticed early in 2022. To stay up to date on what’s and what isn’t working in SEO, you’ll want to develop a system for yourself.


Read Next: Are Meta Robots Tags Important For Search Rankings?

For SEO audits, click here to book your appointment.

What’s Your SEO Score?

Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.

Quality of Content

Today, content optimization should be driven by a user-first approach while still maintaining a solid SEO foundation. Here’s how to achieve the right mix and improve the quality of the content for people and search engines.

Google’s helpful content update has finished spreading, and although it didn’t have the impact many hoped for, it has undoubtedly drawn our attention to improving our content.

Google's Helpful Content Update


Google has become more focused on delivering content written by people, we must be able to optimize our content for both consumers and search engines. Here are my suggested techniques for enhancing your content for better search results and gratified readers.


  • Check the ease of reading.

My biggest tip for optimizing online content is to assess its readability. When we consume information online, we process it differently than when we read it in print. 

Because we can digest short, simple sentences more quickly, we can process information more efficiently when we consume it online.


The U.S. Department of Education says the average reading level is between 12 and 14 years old. In the U.K., we are encouraged to write in a way a 9-year-old can comprehend. It is unclear how to implement this, and it is frequently forgotten. The Office for National Statistics recommends that we write in a way accessible to all users.


Search engines prefer readable content because they utilize NLP (natural language processing) to process language based on linguistic rules to comprehend the relationships between words. A lack of these relationships being too complex may lead to the intended message being lost.


The NLP tool from Google identifies “sales funnel” and “target audience” as the most important entities in this passage. This is easier to follow and more relevant to the subject at hand than the previous example. However, we will focus on eCommerce PPC management in this post.


  • No-frills. Precise and concise language is what is needed.

Try to keep your language as precise and concise as possible, eliminating unnecessary or complicated words.

Attempt to keep your content simple while maintaining pace and rhythm to keep readers interested. This will assist search engines in processing it and keeping readers interested.


  • Synonyms and close equivalents are essential.

Repeating your content’s exact words or phrases is not a great idea. This laborious content is challenging to read, and an informed audience may find it untrustworthy. By upgrading frequent words to their synonyms, you can make your content more exciting and engaging to read. This will allow search engines to obtain more contextual information and avoid the desire to overuse keywords that might hurt search performance.

Using synonyms helps strengthen the topics you write about by providing numerous references. It can also give you broader rankings and strengthen your writing topics.

Include Relevant Research & Entities


  • Include relevant research and entities.

Content often has related entities, and both search engines and people can recognize those connections.

For example, people have learned over time that Buckingham Palace is a residence of the royal family in London, England.

There are various entity relationships, including those with London (location), Queen Elizabeth II (person), and other relevant events. 


While some associations are well-defined and obvious, others are more subtle. Consequently, researching entity associations and considering the associations you make within your content is essential.

Making the right connections to build a bigger picture and give context to your topic is essential. For example, Buckingham Palace would be missing from your content without mentioning the Royal Family. Entity relationships, on the other hand, help clarify meaning. When you’re writing content about Anne Hathaway, the historical figure William Shakespeare, Stratford Upon Avon, and other related entities provide context. The association of entities such as actors, movies, Academy Awards, and New York City in a piece of written content about the modern-day movie star Anne Hathaway is likely.

Including relevant entities in the content improves the overall piece by giving search engines more comprehensive reference points for corroborating what you’re talking about. It also gives your readers an indication that you’ve done extensive research on the topic and that you’re providing them with valuable information.


  • Be coherent.

It’s best if your content adheres to a clear, systematic structure. This makes it simple for readers and search engines to comprehend. Other competing articles have a chaotic assortment of tips. Even though they’re helpful, their structure isn’t as logical and straightforward to follow.


  • Use headings.

The correct heading structure is essential for people and search engines alike. Busy readers can scan text quicker or jump to the areas they want if headings are clear and descriptive. The structure of headings is also crucial for accessibility. Assistive technology uses headings, so good headings allow users to navigate effectively and understand the content as intended.

Headings play a big part in helping search engines determine what a page is about. By using clear H1, H2, and sub-headings, search engines can better understand what a page is about, what each paragraph covers, what the main points are, and how they relate to each other.

Recently, Mordy Oberstein reported on a study that showed how improving ambiguous headings helped to index more of his content. The importance of clear and informative headings is illustrated here.

Be Sure to Use Correct Formatting

  • You should use formatting correctly.

The way you format content can help you express its meaning. A numbered list, for instance, might be a step-by-step procedure or a rating system. Bullet points typically indicate a list of items of equal importance. Items are emphasized and stand out when they are bold or italic. You are reading this article, and I promised you 25-pointers. Consequently, I have labeled these 1-25 to reinforce the theme of this article.

The correct arrangement will help readers consume your content the way you want. It will also help process and scan it much faster. In addition, search engines benefit from these formats, as they recognize them and their specific meanings. For example, some formats may indicate a category, such as an address. Tables suggest certain connections, and charts display average and range statistics.

The formatting here supports the message. It creates a more helpful resource for people and search engines by arranging elements properly.

  • To improve navigation, add content sections and jump links.

Readers can easily transition between sections of long-form content if you include content sections with jump links. This improves user experience and makes content more digestible. From an SEO perspective, these internal links help clarify the focus of specific passages, which may boost the ranking of long-form articles.

Prabhakar Raghavan provided insight into how AI is helping Google become a more helpful company in 2020 in an article titled How AI is powering a more helpful Google.

“A very specific search query can be the most difficult to get right since the information that answers your question could potentially be buried deep in a web page that has a lot of content. We have recently made a breakthrough in ranking and can now better assess the relevance of specific passages. By recognizing phrases within the overall page, we can locate the needle-in-a-haystack info you want.”


It’s good to provide content sections to search engines to identify helpful passages and compare them with all relevant queries.

9. More words aren’t always better. Choose quality over quantity.

Instead of focusing on hitting a word count when writing or optimizing content, aim to cover what is helpful to readers. Most people can spot content that is written to hit a word count. Search engines can, too. The content becomes empty and loses its meaning as a result.

They will find it genuinely helpful when you keep your focus on providing enough details to satisfy your target audience without using too many words and repeating information.

Google says: “Is there a certain word count you’re aiming for because you’ve heard or read that Google prefers that? (No, we don’t).”


  • Do your search term research properly.

Research should always be the foundation for excellent content. We may have a warped viewpoint as content producers, so we should always base our content on research. Search query data is a rich resource for discovering what individuals want. Although it should be used cautiously, it should not be disregarded.

Understanding how people search for the subjects we write about to optimize our content is necessary. Readers will realize that your content is more relevant to what they sought to find you, and search engines will present your content in the proper context.


  • Determine an appropriate scope.

It’s important to consider where your content begins and ends when optimizing it. You need to ask yourself if it’s best combined with other resources or divided into bite-sized pieces? When optimizing content, it’s best for people and search engines if you consider its scope. You may be penalized by search engines for thin content if you publish something too short because your readers might think it’s lacking in detail.

An extremely long piece of content might be easier to digest if broken down into interlinked parts or sections. Breaking it down into focused sections might perform better in search because it is more defined and easy to digest.



Straightforward Answers

  • Provide straightforward answers to inquiries.

Provide a direct answer to any queries your content may raise, rather than waffling or hemming and hawing. Think of the answer you’d like to see! When composing your response, use the standard units or classifications.

People usually turn to search engines when they want quick answers to their questions. They want something definitive and unambiguous, not a debate.


Read Next: In Light Of Global Disruption, How Should SEO Be Approached?


  • Images can help to improve understanding.

People are naturally visual learners, so consider increasing your number of relevant images to optimize your content. Great visuals can boost your search performance and improve your SERP ranking. You can improve your search performance by boosting your click-through rate, appearing in image searches, and boosting your position on the SERP.

  1. Is a picture helpful in clarifying a difficult concept?
  2. Does it make a key point more clear and memorable?


  • Improve the experience by adding videos.

According to Statista, 3.5 billion people will consume online video content in 2019, up from 3 billion in 2020. If videos are well suited to supplementing or enhancing your content, they may be worth exploring as part of your optimization strategy. Many people choose to watch rather than read, so video content enhances their experience.

You won’t gain real search benefits if you don’t produce original video content. Even if your budget is tight, embedding useful video material from other providers is still a decent idea. The goal is to create a superior content resource, which may lead to secondary benefits like more traffic and backlinks.


  • Evaluate internal links.

When optimizing a piece of content, you must think about internal links. Is your content linking to other helpful internal resources? Are other internal pages linking to it? Internal linking improves readers’ experience by allowing them to gain more knowledge about a topic of interest. It is also crucial for search engines, which assist with content discovery and topical connections.

As early as this year, John Mueller of Google explained:

“On a site, internal linking is critical for SEO. It’s one of the essential things you can do to guide Google and visitors to the pages you believe are important. You can determine what you believe is important in any way you want. Money may be earned, competitors may be best on certain matters, or you might be at a disadvantage. You can use internal links to emphasize those areas and parts of your website.”

Keep Things Updated

  • Update the external links.

Enriching and optimizing your content may initially seem strange by adding external links. When you approach this tactic thoughtfully, you’ll see multiple benefits. Why should you send your readers to another website? There are, in fact, several benefits to doing so.


When you source claims, figures, or quotes with an external authoritative resource, your audience will find your content more credible and valuable. However, you must regularly check to ensure you are still directing your audience to the most relevant source. 

When you cite clear, relevant information, you show expertise in your field, which searches engines value. Expert or authority sites that also cover the subject matter of your content are connected by context.

  • Give examples

Would you like to know if any areas might be made more apparent by showing how something operates rather than describing it in words? Throughout this post, I’ve provided a variety of examples to assist you in comprehending my reasoning. They reinforce my points by showing you how the advice is implemented, making it more straightforward for you to utilize your content. Using real-life situations to enhance your content is a fantastic tactic. Demonstrating how your concept is put into practice adds credibility and makes it more beneficial and engaging.

  • Ask the professionals.

When you have created content or thought pieces that answer a qualitative inquiry, you may increase their E-A-T signals by asking some experts in the field. Combining expert quotes that are adequately attributed will enhance E-A-T signals for search engines by demonstrating that you have qualified subject matter experts on your team. Readers will receive a more comprehensive argument as well as industry recognition.

Having experts involved could even help you build permanent backlinks or generate social activity.


  • Look for a fresh perspective.

When approaching a given topic, ensure that you approach it differently. If you are rewriting something that has been covered many times before, you are unlikely to provide anything meaningful or insightful. Google’s content guidelines state that you should avoid ‘summarizing what others have to say without adding much value.’

As mentioned previously, you may approach old content to optimize from a different perspective or gain additional insight into the subject. As mentioned previously, you may do original research, test something out, or seek additional commentary from an expert.


  • Include data

Consider whether you’ve got data to back up your content when reviewing it. Providing hard facts builds trust and demonstrates to readers that you’ve extensively researched your subject. It might also provide external linking opportunities if you include relevant data from authority sites in your niche.

Others writing on the same topic will likely receive citations from your resource to support their arguments in the future if you include your unique data.

Fresh Is Better

  • Keep it fresh.

No matter how often you optimize your content, keeping it up to date is crucial. You should regularly review your assets to prevent people from accessing outmoded content that might offer deprecated advice. According to Botify’s research, freshness is an important ranking factor, as search engines appreciate well-maintained and updated content. Although this is a complicated issue, it has been confirmed.


I noticed through analysis that traffic to one of my eCommerce sites was dropping on a critical page, and the copy said “prices start from,” but the minimum price had changed. After fixing the price, performance returned to its previous level.

  • It is essential to keep it relevant.

When writing content not directly related to your specialization, be sure that the subject matter is particularly pertinent. Individuals may find it confusing or unhelpful or may not trust it if it is unrelated to the primary subject matter. Search engines strive for a better user experience, reflecting this. I have inspected numerous content audits on various websites over the last few months.

It is usually possible to determine a lot about a site’s content by assessing it as a whole. Still, one of the most common findings is that relevant material outperforms irrelevant content. This is because content created by subject matter experts is usually of higher quality. However, the connections among pages are also meaningful.

  • Take your time

According to a large-scale study by Orbit Media, the time it takes to write a blog post has increased by 67% since 2014, which has implications for search and users. It takes time to think about those implications.

It’s lovely to see how much quality, detail, and expertise have increased. If you want to develop and strengthen your content, allow yourself enough time.

  • Examine the results

Old content might require extra time to optimize and improve standards.

It’s essential to keep track of how people interact with your content if you’re trying to optimize it. Data can tell you how well certain content performs in search and how people engage with the content.

  • Make sure you double-check everything.

It’s important to double-check everything before you publish. You may have missed something the first time and published inaccurate material. Inaccuracies will damage your reputation with readers. They may also harm your search rankings. I consider it valuable to have a proofing process in my group because it’s much easier to spot other individuals’ mistakes and review content from a practical standpoint if you haven’t written it yourself.


Keep a Balance Between Humanity & SEO

The perfect balance between optimizing content for search engines and users has never been more crucial. Neither should be disregarded when optimizing content. A user-focused approach with a solid foundation in SEO is ideal.


Achieving the proper balance between search engines and readers is crucial for drawing visitors to your content. Having both in mind, you can achieve excellent results.


You might also like: Here Are Five eCommerce SEO Trends To Keep In Mind For The 2022 Holidays.


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Directory Submissions; What You Should Know

You should consider a few things when setting up local directory submissions. Here is what you should know.

The most significant objective of local SEO is to make sure that a local business appears in the Local Map Pack or at the top of three organic search results. These spots are typically positioned just below Google ads and the Map Pack. Various factors (such as the notorious Google algorithm) influence whether a business is positioned at the top of the organic search rankings and consequently attracts coveted organic search traffic.


You should ensure local business presence, relevance, and authority from an SEO perspective. In other words, a local business should prove to the search engines:

  • Their customer base is physically located close to them.
  • They offer services or items in specific categories.
  • Customers trust and count on them for reliable, factual information.

A local directory, by definition, is a vehicle through which businesses can address all three of these factors. Therefore, the simple answer to our initial question is, ‘yes, you still need directory submissions for local SEO.’


All directories are not created equal; some carry more weight than others. It is especially critical to evaluate those directories that require a fee for inclusion based on the value they can provide.


Some best practices concerning data and contact information consistency are also to consider when submitting. Finally, directories offer tools to simplify the setup and maintenance process, especially for organizations with numerous locations.


The creation of directories has grown exponentially over the last decade, resulting in many directories to maintain content across. We will look at how local businesses can benefit or be hindered by directories as we review how to deal with the issues raised by each.

Keep Your Content Consistent

It is pretty apparent that for a company to do well in a specific location, it must be able to prove that it exists, lives, or can provide services in that area. A website and a Google Business Profile (GBP) are two of the most common ways to establish a company’s location.

If applicable, physical address details on a local business website can be tagged with the local business schema to make it more comfortable for Google to find and index. A map (preferably a Google map) will typically be included as well, and it will also be used for location validation.


Google Business Profiles are effectively local business website information and focus reinforcement processes. When local businesses are involved, geographic specifics may be included in the title or heading tags to emphasize the location. In other instances, the opposite is true.

NAP information needs to match these two properties naturally. Service areas selected in GBP should be within proximity to the business location. Likewise, service categories should be consistent.

Having local directories link back to the business’s website and Google My Business listing is an excellent way to increase the presence of these two essential points of web presence and verification for search engines. It’s essential to maintain consistency with NAP information and website URLs in this case.

Including as many locally relevant links as possible in a local directory listing, for example, your GBP profile, your Facebook page, and listings in different appropriate local directories, are advisable.

Local Relevance

It’s about ensuring that you and your content appear in the correct directories and appropriate categories to establish local relevance. Naturally, any categorization should align with how you’ve depicted your services or products on your site and in GBP.

Almost every location worldwide has local listings and reviews available through services like Yellow Pages, Yelp, and the like. These are referred to as “global” directories. The second kind of local directory is a “country” directory. These are services like local Yellow Pages or local business directories, which are available in most countries. The last type is a “state” directory, a local business directory available in most states.



There are a lot of directories that offer free listings but then charge for advanced features, functionality, and visibility. If you like your business to be seen for a specific keyword, conduct an organic search on a local search engine results page (SERP) to see whether or not the directory is listed well (or better) than you.

When determining whether or not an ad directory can provide you with information on the organic/referral traffic your paid listing will generate, you can ask them. If they cannot provide such information, you may want to question their competence to deliver a return on your investment.

The second type of local directory is a more industry-specific directory, like TripAdvisor for travel and tourism-related businesses or Houzz for construction and trade industries.
The same evaluation procedures may be used here to define whether or not these services can potentially deliver value to your business.

The last category consists of more locally-focused directories offered by local Chambers of Commerce, Service Organizations, and other non-global players. It is advisable to consider the first two categories of this type, as they can help establish a local presence less subjectively.

Non-global local directories should be evaluated if they can prove the value they will provide from an organic visibility or referral traffic perspective, as mentioned above. Choosing directories to submit to and determining which categories your products or services can be found in will help define your business’s relevance within your local community.

Local Authority

You can boost the authority and visibility of your company by counting on listings in authoritative regional directories. You can also use the earlier SERP test to discover these authority boosters. Any directory that outperforms your website or GBP page for a target keyword is an opportunity to be discovered through the directory and gain authority from it.

Sharing content or links to content from some directories, such as GBP, can be time-consuming. In addition to places like GBP and social media, directories with this capability may be worth distributing your content to, especially if they have high visibility and local authority.



Google reviews are naturally selected from an organic authority standpoint, but Google and the other search engines are familiar with reviews published on other directories.

Checking whether you or your competitors have received reviews in GBP outside the local SERP is similar to the local SERP test. Remember that your potential customers may be looking at these reviews when purchasing from your company versus another.

How to Manage Multiple Locations?

Creating and maintaining listings across multiple directories will require considerable time, mainly if there are frequent business information or service updates. Naturally, this is particularly burdensome for companies with multiple locations.

Paid services such as Uberall, Semrush, and Yext for centrally managing multiple locations typically cover the first two types of local directories mentioned here, in addition to mapping services such as GBP, Apple Maps, and Facebook locations, are available. Some of these services also allow for review and social account management.

Are Your Directory Listings Good?


It is still safe to argue that directory submissions are required for effective local SEO. To begin, the SERP test can help you understand where your listings and the directories stand regarding your keywords.


To determine the amount of coverage your business has on the most popular local directories, you can use a quick auditing tool offered by many listing management services. Then you can decide on a submission strategy matching your visibility, traffic goals, and budget.


Read Next: In Light Of Global Disruption, How Should SEO Be Approached?

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What Percentage is Considered Duplicate Content to Google?

In response to whether Google uses a percentage threshold for identifying and removing duplicate content, John Mueller of Google recently answered.

  • Duane Forrester: (@DuaneForrester) asked on Facebook if any search engine had published data showing the level of duplicate content at which it was considered redundant. Bill Hartzer (@bhartzer) posted on Twitter to ask John Mueller and received an almost immediate reply.


  • Bill said: “Hey, @johnmu, is there a percentage that symbolizes duplicate content?

For example, should we attempt to ensure that pages are at least 72.6 percent unique to other pages on our site?

Does Google even measure it?”


  • John answered: “There is no number (also, how do you calculate it anyway?).”

How does Google determine if the content is duplicated?


Google has remained remarkably consistent in finding duplicate content for many years.

Matt Cutts, a Google software engineer at the time, published an official Google video in 2013 describing how Google detects duplicate content. He began the video by acknowledging that much Internet content is redundant and expected it to happen.

“It’s necessary to admit that if you examine content on the web, something like 25% or 30% of all the web’s content is duplicate content.

People will cite a paragraph of a blog and then link to the blog, that sort of thing.”

Google won’t punish duplicate content because so much of it is harmless and not spammy, Senior said. He warned that penalizing web pages for having any duplicate content would negatively affect search results quality.

When Google encounters duplicate content, it does:

“try to group it all and treat it as just one portion of content.”

  • Matt continued:

“It’s just treated as something that we must cluster suitably. And we need to ensure that it ranks flawlessly.”

He said that to improve the user experience, Google chooses which page to show in the search results. He explained that Google then filters out duplicate pages.


The way Google deals with duplicate content—the 2020 version—is explained below.

In 2020, Google published a Search Off the Record podcast episode in which the subject was addressed in a remarkably similar fashion. Here is what happened at 06:44 minutes into the episode:

  • Gary Illyes: “And now we finished the next step, canonicalization, and dupe detection.
  • Martin Splitt: Isn’t that the identical dupe detection and canonicalization?
  • Gary Illyes: [00:06:56] Well, it’s not, right? Because first, you have to catch the dupes, essentially cluster them together, declaring that all of these pages are dupes of each other,
    and then you have to find a leader page for all of them.
    …And that is canonicalization.
    So, you have the duplication, which is the full term, but within that, you have cluster building, like dupe cluster building and canonicalization. “

In Layman's Terms

In layman’s terms, Gary explains how Google does this in technical language. In actuality, Google compares checksums rather than percentages. Checksums can be considered content converted into a series of numbers or letters. If the content is duplicated, the checksum number sequence will be similar.


  • Gary described it like this:

“So, for dupe detection, what we accomplish is, well, we try to catch dupes.


And how we do that is conceivably how most people at other search engines do it, lowering the content into a hash or checksum and then comparing the checksums.”

It’s easier and more accurate, Gary said, for Google to do it that way.

Google uses checksums to detect duplicate content.

There is no specific percentage at which content is considered duplicated; instead, content is identified using a checksum, and then those checksums have resembled.

All the content being duplicated appears to be distinct from when just part of the content is duplicated.

Read Next: Google Has Declared That A Core Algorithm Update Will Take Place in September 2022

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Are Meta Tags Important?

Is there any relation between search rankings and meta robots tags? Google’s John Mueller addresses this frequently asked SEO issue.


“If a site does not have a robot meta tag, does this affect the ranking negatively?”

To answer this question, let’s first understand a meta robots tag.

“Meta tags,” also known as robots meta directives, are snippets of code that tell the bots that crawl the page how to access or index the content that is on the web pages.


You are able to use a robots meta tag to control how a particular page is indexed and displayed in Google Search results.

SEO Aspects of the Meta Tags


John Mueller of Google talks about Meta Robots tags.


“We talk about some of these SEO aspects so often that it’s easy to assume they’re needed. In this case, no. A meta robots tag is not needed for ranking.”


The robots meta tag can pinpoint how a specific page should be shown in search or if it shouldn’t. This metatag is only required if you want to change the default appearance of a page in the search results.

For example, if you want to modify how long the snippet can be, you can use the max snippet robot metatag.


If you don’t have any preferences concerning how a page is to be displayed, then not having a robots metatag on a page is also absolutely fine.


If you’re interested in the options, I will check out our documentation on both the robots meta tags and on other tags that Google supports.”


Everything people see in search results will not necessarily affect search rankings.

Meta robots tags do not send signals or information to Google that can be used to determine where a page would appear in search results. As a result, a page with meta robots tags does not automatically have the edge over a page without them.


Meta robots tags are still useful. You can use them to change how Google displays your pages in search results if you are dissatisfied with how they look.


Google won’t count the nositelinkssearchbox tag as a signal of your content’s quality. If you prefer not to have the search box, you can use the nositelinkssearchbox tag. 


Visit Google’s official help page for information about the meta robots tags they support.


Read Next: Conversion Rate in eCommerce; CRO Tips


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