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SEO

SEO is the process of making “inside tweaks” & “outside tweaks” on a website, so that over time your it becomes more search engine and friendly to Google.

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

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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.

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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

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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.

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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

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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.

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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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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.

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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

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.

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Video

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

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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.

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

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

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.

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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.

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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.

 

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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.

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Reviews

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?

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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?

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.

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

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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

 

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.

Global Disruption

Powerful global forces are altering how we live and work in this unsettling time, as global disruption in recent years has been affecting business and the economy. There are serious concerns about China, India, and other economies and the quick spread of digital technology, in addition to the mounting concerns of rapid globalization and, in certain countries, the fracturing of long-held social norms. These and other global trends present significant new opportunities for businesses, industries, nations, and the people that are able to spot them and adapt. It may take some creative rethinking for business executives, policymakers, and individuals to figure out how to navigate these turbulent times. However, for those who can, there is much opportunity to increase revenue and grow businesses through SEO and digital marketing.

Successful SEO Strategies During a Time of Significant Change

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A successful SEO approach reflects people’s demands—especially in a changing global environment.

 

The last two-plus years have been marred by a global pandemic, political division, and unstable economies, disrupting daily life in a way we haven’t seen in recent decades. You should reconsider even the most effective and reliable techniques you’re using in your SEO strategy if it hasn’t been modified since the onset of these drastic changes.

Even though most industries are not directly involved in world events, they are most certainly affected by them. SEO strategies and objectives must reflect the social climate and global trends. This article will discuss how marketers must adapt and adjust to this particular time in history.

SEO Must Adapt to Meet the Needs of a Society

An up-and-coming marketer knows that excellent SEO should meet the demands of the people:

  • Keywords are what you’re targeting in terms of ranking.
  • The content you’re writing about.
  • You also need to consider what you’re asking the user for in return.

An SEO’s purpose is to provide pertinent information to people searching for information. Since we’ve been in significant upheaval for the last 30 months, that value of being able to adapt has been even more critical.

 

When it comes to toilet paper, an SEO strategy focusing on transactions (unless there is a shortage) will be far less effective than an SEO strategy that provides the user with useful information your company is uniquely capable of providing.

 

For example, a company that manufactures car parts should focus on addressing supply-chain issues and solutions that are a concern for its target audience of distributors, rather than creating a landing page to express its views on global issues.

How Your SEO KPIs Will Likely be Affected

Right now, B2B and B2C companies are being affected in different ways by the economy. Investors are pressuring tech companies for funding while their target audiences are slashing their spending budgets. Retail and e-commerce companies suffer as consumers tighten their spending and prices continue to rise.

 

The economy has been improving, but people are still hesitant to spend money, so SEO conversion metrics should reflect that. While it should still be treated as an SEO conversion metric, it may not be the most useful optimization benchmark at this point.

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Instead, focus on KPIs like conversion rate, which measures how well you convert visitors into leads and customers, such as:

  • Traffic
  • Time on site
  • The number of touch points
  • The percentage of returning visitors
  • The number of pages visited


You can accommodate a couple of strategies here:

  • Providing users with valuable information to nurture and engage them until they are ready to spend again.
  • If a person wants to buy your product or service, providing content and information to reassure them that they are making an intelligent investment is critical.


During this period of disruption, SEO can help fill the funnel gaps left by reduced paid media budgets. Thus, ensure that your marketing team understands its objectives and how SEO can assist.


A list of SEO-related resources is provided to assist with SEO pivots.


Maintaining a close eye on the macroeconomy and global trends is not the only way to inform your strategic adjustments. You can use several tools to do so.


You can find out which search terms are most popular and what people are looking for using Google Trends and keyword research tools.


Using Google Trends and keyword research tools, you can discover what subjects and queries customers are searching for—or not searching for as much as they used to. Internal data is also essential in helping you make significant pivots.

Paid Search Data

Connecting with your paid search team can provide real-time data on user search behavior. In addition to keyword demand information, your paid search colleagues might let you know whether their campaigns are converting less (or more) without competitive shifts. This might indicate that the customer journey has altered.

Customers and Leads

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You can use your existing customer base and leads as sources of information. Flashing red indicators of changing customer needs are subscription cancellations and repeat purchase slowdowns.


It’s usually beneficial to send out surveys when you feel it’s time to collect information on what customers want and need.

Traffic and Impressions

It is so important to keep an eye on traffic and exposure numbers as they may reveal a significant shift in interest even if rankings stay the same. Google Trends should always be cross-referenced with your data to ensure you consider the entire picture. Seasonality, especially historical trends, is significant to consider.

Quick SEO Adjustments

It may be a bad idea to overhaul your branding and site assets in response to temporary shifts (although I must concede that the epidemic seems to have no end). Instead, use or add a blog. It’s an excellent tool for quickly adding new, relevant content and updating evergreen content to suit the times.

The COVID-related loans and relief post on my client’s informational blog immediately became one of their most popular pieces of content. Customize your content to be more interactive and encourage engagement, however. You should also tackle high-performing blog topics on your social media channels.

 

You might also like: When Choosing an SEO Company, Keep These Guidelines In Mind.

How to Obtain Immediate Traction Through Pivots

Establishing quick results in a long-term channel can be challenging to comprehend. SEOs invest much time establishing legitimacy and trust, and momentum builds over time. I advise focusing on low-competition, long-tail keywords to attract interest in your business and build legitimacy and backlink volume.


The immediate consequence of organic social media marketing is that you won’t immediately be able to rank for “supply chain.” Still, you might be able to rank for “why is there a supply chain shortage.” Organic social media may also provide rapid feedback on subjects that resonate with your audience. When one of your social media posts receives a lot of engagement (constructive), it indicates that you might want to focus on that topic more in the future.

When you examine organic social media for information, you can use it to develop SEO initiatives. It’s worth attempting things like LinkedIn polls to gauge customer opinion. Then, you can incorporate that data into your SEO strategy.

 

Create a keyword list based on these pivot points and responses. These are excellent starting points for creating new blog content or optimizing your marketing pages. As soon as you start seeing progress on these terms, consider expanding your focus to more competitive, higher-volume terms closely linked to the long tails you first used.

Global disruption requires us to reconsider the roots of SEO and marketing. We must remember why this profession matters. We want to assist customers in discovering the best possible answers and solutions to their issues. As we are here to assist businesses and brands to grow, we must adapt to the changing demands of our clients.

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.

eCommerce SEO Trends

New research shows some incredible eCommerce SEO trends that can increase your rankings this holiday shopping season.

 

In preparation for the 2022 holidays, enterprise SEO platform BrightEdge has shared its latest research with Search Engine Land on what retailers, brands, and publishers should be aware of.

 

According to BrightEdge, an enterprise SEO platform, the crucial Q4 holiday shopping season is nearly here. It will again be an effective channel for brands to increase their visibility and sales.

Keywords for eCommerce

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1. Retailers must beware of brands and publishers as competitors.
Retailers are now competing with other retailers and brands that operate direct-to-consumer models. Furthermore, publishers that offer product reviews and overviews have seen a boost in Google’s search results.

 

Top eCommerce search terms:

  • Retailers own 57%, down from 70% in 2020.
  • Brands occupy 23%, up from 18% in 2020.
  • Publishers have 11%, up from 4% in 2020.

2. Content-driven eCommerce.
Google’s recent content upgrade has yet to be determined on just how beneficial it will be, but one thing is sure, according to BrightEdge: retailers must now focus on creating content that ranks in search results. It’s best to create something more than just a product description. Those who will emerge victorious on the other side of this thing will be those who can provide better content experiences, but how?

By following these guidelines:

  • Content is King: The product and its content are well thought out and emphasized.
  • Ease of Use: creating an organized structure for categorizing multiple related products allows the user to shop easily.

3. Hyperlinks matter.
According to BrightEdge’s data, 70% of all clicks on eCommerce websites go to those hyperlinks. A three-pack local search result is still frequent on Google. However, the prominence of local packs is not what it used to be, as it has declined from 25% to 19% over the last two years.

4. The use of schemas is increasing.
This year, Schema is more important for online shopping than ever before. Schema-structured data, such as those related to user shopping experiences, are being adopted by brands, retailers, and publishers, which in turn is increasing the competition for those first-page SERP spots.

Don’t underestimate the value of implementing Schema for your eCommerce website before the holiday shopping commences.

  • Product
  • ImageObject
  • ItemList

5. Everything on an eCommerce site is dominated by article and category pages.
According to BrightEdge, 70% of the time, category pages have the highest click-through rates. Additionally, articles about products have higher click-through rates than the products themselves, according to BrightEdge.

Google searches are constantly changing and that is why you need a capable SEO agency working on your behalf.

ecommerce-seo-trends

Monitoring what is happening and understanding what you can do to influence your Google ranking in preparing for the upcoming holiday season is essential for eCommerce websites.

 

Read Next: eCommerce Website SEO Tips.

 

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Schema.org Structured Data

Schema.org structured data: what is it? To help search engines better understand and display your page in SERPs, you can add tags from the Schema.org (commonly referred to as Schema) semantic language to your HTML.

 

As a consequence of the partnership between Google, Bing, Yandex, and Yahoo Schema.org, has been developed to assist you in giving the data that their search engines require to comprehend your material and deliver the best search results currently available on the search engine results page. By increasing the rich snippets that are shown below the page title, adding schema markup to your HTML enhances how your page appears in SERPs (search engine results page.)

Here are two examples to help explain.

schema.org-structured-data

As an illustration, the first search result example shown here has a star rating, and the second example has a date of publication. Schema can be used to add both of these. Not all results have rich snippets but will sometimes display either the meta description or other information chosen by Google. Use code to obtain the review rich snippet.

 

You can use Google’s Structured Data Markup Helper to create your own code:

The distinctions between structured data, microdata, and Schema.org

To increase the online visibility of your content, you can utilize structured data in HTML5, which combines a name with a value. In addition to being used with HTML5, microdata can be employed with structured data. The Schema.org initiative offers a specific list of accepted definitions for microdata tags.

Can Open Graph be replaced by Schema?

Facebook employs Open Graph markup to determine which picture and description to show. Schema, on the other hand, offers a much broader range of options. Although Open Graph and Schema may be used together, Open Graph cannot replace Schema.

Kinds of stuff that the Schema describes

You can mark up a variety of things with structured data, including products, events, and recipes. It is most frequently used to offer further details on the following:

  • Event
  • Person
  • Place
  • Organization
  • Product
  • Creative work

There are characteristics that can be used to describe products further for each category of information. For instance, depending on how thoroughly you wish to describe a “book,” which belongs to the category of “creative work,” it may have the characteristics “name” (title), “author,” “artist,” “isbn,” and more. The same is true for “events,” which might be anything from “businessevents” to “theaterevents.”

 

Google, Bing, Yahoo!, and Yandex all recognize Schema (and, in fact, the vocabulary is maintained). It’s unclear whether other search engines are modifying how they present search results using this markup.

Effect of structured data on rankings

Numerous studies and discussions have been conducted to determine whether structured data has an impact on rankings. There is currently no solid proof that this markup raises ranks. However, there are some signs that search results with richer snippets that are more comprehensive (such as those made using Schema) will have higher click-through rates. Try out schema markup to see how your audience reacts to the resultant rich snippets for the best results.

Schema integration with other structured data

RDFa and JSON-LD both permit the use of Schema, but it’s not supported by microformats.

In Closing

We hope that this article helped you understand Schema.org structured data.

If you benefited from this post, you may also enjoy reading: Conversion Rate in eCommerce; CRO Tips

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

Choosing an SEO Company

Choosing an SEO company is one of the most important decisions that a business owner can make, so we want to help you choose wisely.

Sadly many businesses and brands have suffered at the hands of SEO agencies that gave them little to no return on their investment. Many look and sound the same, making it hard to differentiate the varying levels of expertise and experience.

Follow These Guidelines for Success

choosing-an-seo-company

Choosing the wrong SEO firm can be costly in terms of money and time lost, so it is necessary to choose the right one. As a company leader, I’ve been concerned with this process for a long time. It might seem self-serving that I’m penning this piece, but let me be the first to admit that I don’t want to work with every firm, nor is my firm the best choice for everyone.

Working on the client side of the table, I have compiled a list of nine pointers to aid you in selecting the appropriate match and firm for your business.

When searching for an SEO agency to work with, consider these tips:

1. Set and achieve objectives.

It’s time to get down to business if you haven’t translated your organizational, sales, and marketing objectives into SEO. Beware of anyone who wants to do SEO for you without discussing the topic first. Good agencies will want to know early on what your objectives are, whether they relate to ROI, conversions, or another measure of success you have in mind.

It’s accurate to say that you shouldn’t expect results from an SEO firm without performing the research yourself, but you should at least know what sort of return on investment you’re looking for. That can include the number of conversions you need or the actions you desire, or you can use industry benchmarks and baseline performance as references.

Be particular about what monetary gain or achievement looks like before you begin your SEO firm search, regardless of your knowledge or lack thereof. It is crucial to have as much of it as possible before commencing your SEO company hunt.

2. Assess internal assets.

Finding an SEO agency has become typical, especially for individuals without internal SEO knowledge or time. You’re probably looking for one because you don’t have the time or resources to succeed. Even if you have the agency complete everything, you will still require specific time commitments and availability for approvals, oversight, feedback, and performance reviews.

When a brand or organization needs SEO, they often hold onto additional aspects or employ other associates to provide everything from content to IT to UX and collaborative aspects. Determine whether your internal team can or should take care of everything or some of the SEO requirements. Collaborate with or hire outside experts to assist you. Doing this can determine whether the firm is suitable for all or some of the SEO elements you will need in the future.

3. Budgeting is essential.

There are specific cost parameters you might be able to locate by examining the combination of objectives and ROI, as well as the resources or preexisting partners you might be able to draw on. If you can get some initial estimates and recognize the arena you’re in, for example, you can move on if the cost is excessively high (or alarmingly low). Even if you want the first number right away, knowing your cost restrictions will allow you to examine agencies sooner and filter out those that are most suitable in size, scope, and fit.

Rather than viewing SEO as an expense line item, it’s often preferable to link it to an ROI ratio. It’s okay not to know anything; it depends on the situation. In the initial strategy or audit phases, be honest about the data you don’t know, ask how the agency can help you reach your goals, and assess the risks associated with different budget levels and investments.

 

4. Research

When looking at websites, talking to those referring you to potential agencies, or engaging in any initial outreach, be mindful of specific sizes. For example, the size of the agency concerning your firm, or more importantly, how capable they are of serving your company, are both important. The phase of your company’s development and lifecycle may also be critical.

To save time and effort on locating the perfect match, look for an agency that suits your identity and objectives. Some agencies are all-inclusive, taking on any client with a dollar to spare.

choosing-an-seo-company

Other firms specialize in specific industries or niches, set pricing minimums, target audiences, or even the composition or structure of their teams, for example. Resist pitches from agencies that don’t match your goals or appear out of your league.

You can accomplish this by:

  • Looking for case studies, credentials, references, and thought leadership content.
  • Looking at the variety of clients.

Make sure you research and are prepared to question any contradictions or confusing messages.

5. Prepare for an interview.

I frequently receive excellent queries from prospective clients. Occasionally, I don’t get enough questions, so I respond to queries that I wish had been asked or issues that I believe my potential customers want to know. If you are more organized about the queries you pose, you can make a more objective comparison at the close of the firms you are considering.

Everything necessary to you, whether it’s related to plans or not, can be questioned:

  • Their focus (or elements of #4 above).
  • Their approach.
  • The ways you would work together.

It’s crucial to be well prepared if you require close collaboration between development, copy, or other content and between teams. Furthermore, you should familiarize yourself with your colleagues and identify how our cultures align (or don’t).

Make sure you have a well-thought-out list of questions, note everything necessary, and prepare for every interviewee to ask something different. An objective viewpoint afterward will allow you to give your finalists more detailed information.

6. Evaluate the fit.

Is your team in sync with your agency’s approach to the project? I’m not just referring to you and me, the person leading the initiative (or whatever sales or account representative). I’m referring to those on your team and ours who will work together.

  • How much is hands-on involvement involved?
  • What level of transparency is expected?
  • What about employee retention rates, workforce stability, and team fit?

These issues, in addition to the agency’s approach, are critical. You don’t want to be stalled or lose interest after signing a contract or after a few months of a long-term arrangement.

7. Use your instincts.

Ask difficult questions.

  • Does something seem too fantastic to be true
  • Is there red or yellow warning flags anywhere?

Use your instincts and look more profound if you feel anything is amiss. If you think you don’t match up with the firm, verify it.


Pay attention to your gut instinct when a project doesn’t feel right or isn’t done correctly. You should not push forward if things don’t feel right or are incorrect. I’m not suggesting you run away. Perhaps you’re the first client they’ve ever worked with in your industry or niche. This might be fine if they are open about their approach, research methodology, and risk tolerance. It might be a good idea to work with someone new rather than the cookie-cutter approach everybody else uses in your industry.


You might also like: How to Avoid These Five SEO Mistakes That Can Impact Your Google Ranking.

8. Be aware of the procedure.

Two significant barriers to achieving success goes beyond resource constraints and a lack of sufficient SEO knowledge. Every client has a distinct level of SEO knowledge, an understanding of SEO processes, and an understanding of the company’s unique approaches. We (agency personnel) might take for granted that not everyone is as enthusiastic about the issues as we are.

9. Make sure you understand the agreement terms.

Ensure that you comprehend everything in the contract before you sign it! If you want to know more about SEO, hire an SEO lawyer or advisor. Long-term contracts, sticky cancellation clauses, and work ownership claims are acceptable, but you should know what you are signing up for.

You may get cost savings and commitment from both sides if you have a long-term agreement. SEO takes time, but you should avoid these scenarios:

  • To be held hostage to your work product, content, or properties.
  • It’s frustrating when you work together for a couple of months and then get hit with many change orders.
  • When the agency isn’t covering all aspects of the campaign (such as content, development updates, CRO, etc.).
  • They weren’t defined in clear terms.

An ideal relationship is one in which trust and accountability are balanced over time, and the billing and value remain balanced. After signing the contract, you no longer have to think about it again.

Choosing the appropriate fit SEO firm can be difficult. It may be challenging to get through the clutter of many companies sounding the same, evaluate the experience and expertise, or plan your fit with them. Furthermore, it might lead to wasted time, energy, and money. I hope the suggestions I’ve offered will assist you in preparing and thinking about the procedure in detail so you may discover the proper fit for you.


For SEO audits, click here to book your appointment.

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