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Set a Realistic Business Development Direction

If you don’t have the bigger picture behind your SEO proposal set, you won’t know where you end up.

“The forecast is a great sense check on why you are doing this in the first place,” Gibbons says.

This is the step in which creating a forecasting scenario gives you the right overview of the size of the opportunity. You not only get to evaluate if it’s the right lead for your agency but also if SEO is the right choice for the lead’s current business potential.

“You need to give them confidence that the results are realistic. If you’re a new retail brand with little organic visibility and poor brand awareness/reputation, it’s unlikely you’re going to be able to start ranking competitively for ‘sportswear’ or ‘skirts’ overnight,” Gibbons explains.

“Your forecast model should take into account your current opportunity versus the size of the market, and break it down into achievable bite sizes so that eventually you can eat that elephant – but you start one achievable bite at a time,” he adds.

SEOmonitor’s forecasting methodology allows you to model the data taking into account all the right inputs that influence your targeted keywords, to create a realistic scenario:

The CTR value – the average CTR curve for the top 10 positions on each individual combination of SERP features and devices.

The inertial trend of the non-brand organic traffic, based on search seasonality only (as if the website’s rankings would stand still).

The Year-over-Year search trend of the keywords included in the forecast.

The ranking improvements of long-tail keywords (that are not part of the forecast) and their impact on traffic.

Clarify the Client’s Growth Opportunities

The “why” that fuels your forecast and the SEO proposal is also based on the way you curate your initial market and search landscape analysis.

Narrowing down your keyword list and understanding where the SEO opportunities lie will be the solid foundation for your scenarios: if your forecasting input lacks the quality it needs, your estimates will be misleading.

You need to know where you’re heading, the strategic way:

From Keyword Research to Keyword Strategy

You can think of the whole framework like this:

The keyword research is the input that you need to curate, organize, and prioritize.

The keyword strategy is the output – the narrowed-down, categorized keyword groups that inform your action plan, and your forecasting foundation.

This framework will help you maximize the impact of your SEO efforts and keep you from wasting resources for both your agency and your client.

But, to do so, you need a correct diagnosis of the client’s status quo and the problem you’re trying to address with SEO.

Map the Client’s Business

The client’s website categories and buyer personas are crucial for your understanding of the business. You can address their product or service categories as a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis and pinpoint the ones that are the most prolific in comparison to their competitors in the search landscape.

There might be the case that the client wants you to focus on certain categories, but you can be proactive in showing them where their strengths lie.

This view combined with the buyer journey will offer you the basis for evaluating demand and search intent – important for setting the right diagnosis. To better grasp the demand, you can think about what search queries the target audience used and reverse engineer the SERPs and the features Google highlights.

Let’s take an example.

Say your client is a small fashion designer with a fairly new website. It won’t make sense to battle big retailers (e.g. GAP and friends) on broad keywords like “dresses” or “jeans” from the get-go. Yet, the designer’s strength lies in customization, so you spot an opportunity for such things as “custom cocktail dresses” or “custom black dress”.

Answering the search intent at every step of the journey with content marketing will prove an important part of your diagnosis and action plan: awareness (“little black dress for body shape”), interest (“best black dress”), and consideration (“custom black dress price”).

Map the Client’s SEO Opportunities

Apart from matching website categories with demand, there are numerous ways of spotting the SEO opportunity.

You can start with the high-opportunity keywords uncovered in your research phase – the keywords with the lowest difficulty to reach the top positions and the highest potential traffic once there.

You can evaluate the desired keywords that have missing landing pages or cannibalization issues and start fixing those immediately.

Again, for the sake of clarity, let’s take an example.

Set a Shared Definition of Success

Once you’ve uncovered the most relevant keywords out of your research and you found your answers to the diagnostic question, it’s time to test the viability of your SEO proposal.

That’s again where forecasting comes in handy in qualifying both the lead and the size of the opportunity. You can create multiple scenarios with your team and calibrate your keyword strategy until you have a realistic, solid proposal – sharing the final version with your client will further the trust and pave the way for setting expectations.

As we’ve said in the beginning, you should always have a shared definition of what success means for the SEO campaign: additional traffic, additional conversion, revenue, etc. That way, you make sure you track what matters for your client and you both evaluate the SEO performance with the right lens.

The keyword strategy and forecasting exercise are great opportunities to uncover new business potential, as well. This, in turn, positions your agency as a business partner, not just the people executing the SEO tasks.

In Conclusion

To prove the ROI of your SEO proposal you need a good understanding of the client’s business and market. Having the right keyword strategy in place becomes the basis of a realistic forecasting scenario.

All of these processes ensure that both you and the client speak the same language and know where you want to go in order to achieve business goals and growth targets.

After hundreds of hours of research with our agency clients and many years refining the know-how inside the product, SEOmonitor’s team decided it’s time to distill all that knowledge into a series of masterclasses.

Both masterclasses include assignments, key takeaways, case studies, and demos for agencies to study and use in their own processes. After completing them you’ll be able to leverage strategic frameworks for your agency, maximize the impact of your SEO efforts, and make better decisions for your future SEO campaigns.

Join our learning community today and help us bring more transparency to the SEO industry!

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How To Combine Seo & Ppc Keyword Strategies For More Effective Roi

At Estudio34, we have a powerful mix between SEO and PPC, which helps us be more effective at optimizing spending and targeting.

So, start by building a communication plan before creating your next digital strategy. Focus on leveraging some of the learnings from one another.

Step 2: Define The SEO & PPC Problem To Solve

First, you and your teams should ask yourselves:

Are we paying for PPC traffic that we could have secured through SEO?

Are we multiplying the effect of growing traffic by doubling up the results of PPC and SEO in tandem?

Would I achieve the same conversions if I didn’t cover searches on both channels?

Is my conversion rate for the same query higher on PPC or SEO?

Once everyone from your SEO and PPC teams has provided answers, it will be easy to create the perfect roadmap of keywords for each team.

An Example Of How To Overcome Keyword Overlap In SEO & PPC

Sometimes, it’s easier to learn by example, so let’s travel through a real marketing problem that we had to solve.

In this instance, a grocery retail client had a simple yet very common problem: a high dependency on branded and non-branded terms in their paid campaigns.

The client’s objective was to leverage their SEO efforts in order to reduce exposure on paid channels.

The hypothesis was that if you target key PPC terms you could easily get organic visibility for, you could stop bidding on them and consequently stop cannibalizing SEO through paid search.

It is worth stating that, in our case, there was a huge dependency on branded terms. As you may have experienced, spending on PPC keywords for which you have good organic rankings can make good business sense to protect coverage on a more crowded SERP.

In order to illustrate it in a very simplistic manner, this is how PPC keyword targeting versus SEO would normally be set:

The SEO Strategy

We try to define specific terms (AKA: chunky middle, even long tail), and we move towards broader terms (AKA: Generics), thus grouping many keywords in buckets (groups in SEOmonitor).

Ex.: Wooden toy kitchen: Global Search Volume 11.4K

The PPC Strategy

We try to define broader terms (AKA: broad match), and we move towards specific terms (AKA: exact match), thus grouping many keywords in buckets (AdGroups).

Ex.: Wooden toys OR Toys: Global Search Volume 53.5K

The Result

You can see that one will be more specific (PPC) over time, whilst the other is specific from day one but relies on getting good visibility in order to harness any impact.

The next thing to uncover is what happens when you have good visibility (rankings) for it.

Step 3: Try The Estudio34 Method

These steps are the real, proven pathways to how the Estudio34 team combined SEO and PPC data to improve their search visibility while optimizing budgets for both channels.

Step 3.1: Identify Where & How Cannibalization Occurs

Once you’ve made it to this method, you and your PPC team should be actively communicating and sharing data.

Without actively collaborating with your PPC team, you might not even be aware of cannibalization issues.

In this context, cannibalization refers to SEO and PPC targeting the same keywords and competing for traffic instead of being leveraged together. When that happens, search results might include your own competing landing pages, which can lead to lower conversions or dispersed traffic.

Where Does Cannibalization Often Occur?

PPC teams might bid on terms without knowing the SEO side. Or SEO professionals might inherit this structure from day one without realizing it’s happening.

Because the point of this strategy is to benefit cross-channel through keyword overlap, we started the analysis from paid keywords to then cross-reference with SEO data.

How We Stopped SEO & PPC Keyword Cannibalization

Note that the timeframe may differ from business to business due to the volume of data and actual spending in the given period. You should test with date ranges to see how many terms meet the criteria. You don’t want to be swamped in rows of data, but rather have actionable and measurable options.

To solve the “not provided” issue and get conversion data at the keyword level, our team at Estudio34 leveraged SEOmonitor’s Organic Traffic module. SEOmonitor brings all the keyword data from Search Console enriched with sessions and conversions from Analytics by using their common ground: the landing page.

Once we had the hit list from the PPC team, we uploaded these to the rank tracker as new keywords.

We recommend doing this in a separate group, mainly because the visibility for the group can be measured and excluded from potential forecasts if needed.

Next, it was time to identify overlaps.

Step 3.2: Filter Out Search Terms That Rank In The Top 3

For our case, we looked at keywords in position 3 or above.

We did it manually as we didn’t want new terms to be added unless we said so, but in SEOmonitor, you can set smart groups, meaning that anything that falls into your filtering option will be automatically added and updated.

Step 3.3: Filter Out Keywords With Ads

We continued our filtering in SEOmonitor’s rank tracker so as to leave out keywords that also have an ad showing for them.

Theoretically, this check is unnecessary because we pulled out the terms from PPC campaigns.

However, it’s good to know in case you need to do it the other way around. Bear in mind that certain terms may not be picked up in some instances as it depends on your aggressive bidding and when the tool snapshots the SERPs.

Over time, you’ll also get Seasonality, and SERP Features Visibility details.

These are incredibly useful because whatever terms you decide to test may well have no impact if, seasonally speaking, they are not relevant.

Step 3.4: Test Your New Keywords

Start by defining the landing page for which a certain query ranks.

The landing page will help determine how much traffic was coming to it organically and thus if it increases or decreases. Likewise, we can assess conversions that may have been generated from that landing page. Note that we are making concessions, as there are cases where a landing page may be serving the discovery phase purely, so conversions may not affect the overall result.

Now, you can start testing.

Target individual keyword testing by:

Adding these keywords as negative keywords on an exact match basis on your campaign or campaigns (subject to how these are configured).

Running this for 7 to 14 days. Again, subject to the volume of data previously mentioned, this may have to be longer.

Because we have the organic traffic to the ranking URL, we have a snapshot of the before and after effects of negatively excluding keywords from PPC campaigns.

Compare the following for the timeframe tested versus the previous period: 

Traffic from PPC to the landing page in question.

Traffic from SEO to the landing page in question.

CVR for landing page per channel: PPC and SEO.

Revenue/Transactions or Goals from both channels.

Look for patterns like:

SEO traffic increases — that should be the right trajectory if the overlap was indeed helping PPC.

Conversions. This one can swing either way. The ultimate check is higher conversions. However, for some terms of landing pages, conversion rate and thus conversions may decrease. Why? Because you are capturing SEO traffic but it might not convert as well as when Paid was active. That can be your exception, so doubling up could make sense, or simply PPC would perform great on its own.

What to do based on the previous patterns:

Retain the excluded terms if all three instances are met positively – meaning:

More SEO traffic.

Better ROAS (as you decrease spend).

Higher SEO conversions.

Same total or more (PPC + SEO) conversions.

If there are what-ifs involved and the client has concerns, here’s what to do:

Tackle concerns with an actual agreed-upon action plan.

As a means of mitigating potential sales loss, the first question to ask is if SEO traffic converts worse than when targeting the query on paid. Our recommended action was to revert back to that term and dig into specifics: Are the landing pages the exact same? What can be taken from the paid campaign to improve UX on the SEO page?

This is where the second benefit of this activity comes to play: leveraging the on-page optimization and clear targeting of a landing page used in PPC to target an SEO term and landing page, as follows:

Content on the paid landing page was better focused at conversions.

Ad copy can serve meta descriptions.

Ad copy titles can help the meta titles for CTR (be careful here because it may affect ranking fluctuations).

The wrong page was ranking for the term at hand, meaning paid search told us what landing page would be better suited.

You do need to double up, but only on certain times or days of the week, based on which stage of the process you’re in.

With this client, we learned that the best results came from switching the exact terms that included the brand. Mainly because they had a competitive cost and good conversion rates.

With generic terms, the results were a mixed bag. Yet it’s reasonable to state that on expensive terms, if you have good SEO, it will be an almost certain win.

Step 3.5: Evaluate The Results SEOmonitor Can Help You Zero-In On SEO Performance

As we saw from Smith and the team at Estudio34, taking an integrated approach to SEO and PPC might be useful for data-driven experiments and cutting waste on both channels through:

Understanding keyword overlapping and cannibalizing results.

Learning what works best in each channel and optimizing the other (specific terms, landing pages, meta descriptions, etc.).

Being mindful of how and when to leverage a specific tactic.

With SEOmonitor’s data granularity (daily ranks for desktop and mobile as standard) and solution to the not provided, the agency could zero in on SEO performance and understand every change.

This is just one of the many ways SEO professionals leverage SEOmonitor to be more effective in their workflows.

Join us, and agencies like Estudio34, in our quest to help SEO professionals focus on what matters.

How To Do Seo For Niche Markets

There is a product or service out there for everyone.

But, some can be so specific that their target market is an eighth of the size of a major consumer industry.

Because a niche market is so small, it can be nearly impossible to reach potential customers through traditional means.

However, the internet opens the door for even the most unique of businesses to become profitable if they market themselves correctly.

When developing your digital marketing campaign, SEO is essential.

Though it can take some time for SEO to produce results, optimizing properly can completely transform your business.

How Niche Markets Benefit From SEO

Just because you sell something incredibly unusual doesn’t mean you’re the only one in the world offering it.

Your competitors are online, and the only way to guarantee potential customers find you first is through a strong SEO campaign.

Your first goal in SEO should be to rank high in web searches.

Once you’ve jumped that hurdle, you have a much better chance of reaching new business goals, such as more conversions, more consumer engagement, and brand differentiation.

If you’re wondering what high-quality, effective SEO for your niche market entails, below are five steps you need to follow in your strategy.

1. Analyze Your Industry’s General Search Volume

One thing you should look at right away is the search volume on terms for your industry.

Are people genuinely searching for your product, or are there better, more specific phrases out there you should be targeting?

If you’re trying to rank for a keyword that has little-to-no search volume, you may struggle to bring in traffic once you’re in the top position.

There are a few ways you can check the search volume of your keywords.

Google’s Keyword Planner is a great tool to research search metrics and historical data on your terms.

You can also use the Keyword Planner to generate ideas based on another keyword or a landing page.

This will help you get an idea of what users are actually searching for when it comes to your products or services.

You can also use a Chrome extension called Keywords Everywhere, which displays search volume, related keywords, and other data directly in your search query.

Another great option is SEMrush’s Keyword Overview tool. This allows you to plug in your website or landing page and see what terms you’re ranking for.

This can be incredibly useful to see how your site is currently performing.

Be sure to look through the list to ensure you’re ranking for relevant phrases, and to make a note of any terms you think should be higher in rank.

Analyze Your Competition

Though niche businesses generally have less competition than major markets, you still want to analyze what your competitors are doing.

Understanding what strategy they’re using, and how well it’s working, is essential to crafting your own.

This doesn’t mean to copy your competitors. Instead, take what they are doing, and do it ten times better.

Find out how well your competitors are performing and surpass them through quality content and SEO optimization.

SEMrush’s Keyword Gap tool is a great way to see what terms you and your competitors have in common.

It also allows you to see what they’re ranking for that you’re not.

This is a great way to help determine the primary keywords you should be targeting in your content to beat them in search results.

Mine the SERPs

Another way to analyze your niche industry is through mining the SERPs.

This is one analysis you’ll need to conduct on your own, as there is no tool out there that can outperform your own brain.

The best way to conduct a SERP analysis is to type in your keyword and analyze the results that appear on page one. You want to look at the following:

SERP features.

Searcher intent.

Content type.

SERP features consist of anything on a search results page that is not one of the ten organic links. Some of the most common SERP features are:

Places: A map displaying a three-pack of locations.

Knowledge Graph: Information on your search queries, such as nutritional information or movie times.

Answers: Informational snippets that answer your query in paragraph, list, or table form.

People Also Ask: Similar questions to your original query.

News: Relevant articles from known news sources.

Images: A row, block, or carousel of images related to your search.

SERP features are not only beneficial to the user; they also help in determining searcher intent.

By looking at what features Google shows, you can guess whether the content is navigational, informational, or transactional.

Understanding searcher intent, and which typically shows up for your terms, is essential in determining what type of content would perform best for that query.

Navigational: A searcher knows what they want, but need help getting there, such as a branded search.

Informational: Someone is trying to find an answer or information about a topic, often using specific long-term keywords or voice-searches.

Transactional: Searches for a product name or type with intent to purchase it.

The last step to analyzing SERP results is digging into the content itself.

How is the content formatted?

Is it a 101 guide or glossary definition?

What about a video or a how-to page?

Take notes and include this same type of material when you develop your own.

You also want to check if the content follows Google’s E-A-T guidelines.

Though E-A-T (Expertise, Authoritativeness, and Trustworthiness) is not an actual ranking factor, Google heavily relies on these guidelines to ensure their results are filled with quality content.

2. Keyword Research

Keyword research is one of the most critical steps for niche SEO.

It allows you to understand how people describe and search for your products, so you can optimize your site to accommodate their needs.

It also ensures your business ranks higher in search results, making it easier for potential customers to find you.

Though you may have some specialized terminology for your niche market, it may not be what customers are using to search for what you offer.

Let’s say you do maintenance on antique sailboats. Ranking for the term “antique sailboat repair” will be easy, despite its lack of search volume.

However, keyword research may show that the term “sailboat restoration” is more prevalent among users.

As mentioned in Section 1, you want to focus heavily on the intent of your terms. If you want people to buy your product or service, you want to ensure your keywords have transactional intent.

Include terms that contain “for sale,” “buy,” or “deals,” depending on your industry, and assign them to the appropriate product and service pages on your site.

The right keywords can successfully target those most likely to be looking for you.

Though you want to focus on transactional intent, you should not ignore the low-volume, long-tail keywords associated with your business.

They can be included in blogs or additional resources to help draw in users and spread the word about your brand.

3. Incorporate Keywords on Your Website

Once your keyword list is defined, you want to begin incorporating them on your website.

Section 2 briefly mentioned utilizing your long-tail keywords for blogs and resources, but that alone won’t help your niche business rank on Google.

You want to optimize your entire website with keywords, and there are numerous places that can be done.

To increase your chances of ranking, you want to place your keyword phrases in the following spots on your website.

Page Title

One of the most important places to have your keyword phrase is the page title. It’s one of the first things that Google looks at, and that users see in search results.

Google only displays about 65 characters in this spot, so you want to ensure you craft it effectively.

Meta Description

This text is displayed in search results under the page title and is often your first and last chance to market to customers.

You also only have about 165 characters to work with, so you want to ensure your message, and keyword phrase, is clear and engaging.

Body Content

The body content of a page is incredibly essential for a variety of SEO aspects.

In the case of keywords, Google is continually looking at the text to determine what a page is about.

Google is smart enough to detect this spammy tactic, and it will negatively impact your SEO.

Header Tags

Though keywords in your body content are important, the most essential spot to place a keyword is the H1 tag.

There should only be one H1 per page, and since it’s directly at the top, including your primary keyword is a must.

You can also add keywords in the subheading tags, such as the H2, H3, H4, and so on.


Adding your primary keyword into the URL of that page is an effective SEO tactic that many businesses overlook.

Not only does it help keep your site structured effectively, but it’s one more spot to tell Google what your page is about.


The graphics of your website are another great spot to include keywords, when applicable.

The image alt text, which is primarily meant for visually impaired users, is also scanned by Google to help understand what a page is about.

If you can incorporate a keyword into this space, it’s one more opportunity to prove your authoritativeness to Google.

4. Create Great Content

No matter how niche or mainstream your market is, great content remains a significant focus for SEO.

Quality content is the driving force for high rankings, and you want to ensure your website is full of it.

From the informative content on your primary pages to an on-site blog or how-to guide, content helps engage your readers and get your brand out there.

When creating your content, you want to ensure it accommodates your target audience.

When you write to the right people, in the right way, your rankings will skyrocket.

The research you conducted from Section 1 should help you determine what content potential consumers are looking for.

You want to put a strong focus on readability, which is where all of your keyword-focused header tags can come into play.

The goal is to get people to stay on your page and read what’s on it.

This signals to Google that it’s relevant to the search query it was found on, and it will continue providing your page to searchers in the future.

When writing about the topics your niche market is looking for, go as deep as you can in the subject.

Conduct extensive research, explore different angles of a topic, and write ultimate guides.

This will prove to Google (and readers) that you are an authoritative source within your industry. Be sure to include plenty of facts and cite resources where necessary.

Even with proper header formatting, your long-form content shouldn’t just be a wall of text. Incorporate visual elements into your content, such as relevant images and videos, to make it more engaging.

If you’re writing a how-to-guide, supplement it with an instructional video. Doing so will further prove to search engines and users that you’re a source to be trusted.

Finally, apply everything you’ve learned so far in Sections 1-3 to ensure your content is correctly optimized for search.

You want Google to be able to find all of the elements you’ve worked so hard to create. It can make all the difference between your niche market getting lost in results, and being in the top 10.

5. Perform Technical SEO

Technical SEO involves the functionality and usability of your website and is essential for any niche business to focus on.

As your website draws in more traffic from your optimized content, you need to ensure it is manageable for consumers.

This includes a variety of elements, such as your page speed, mobile-friendliness, XML sitemap, and more.

You also want to ensure you set up tracking for your website to measure your progress adequately.

Tools such as Google Analytics and Google Search Console are a must to ensure your website is performing well.

If you’re not sure where to start with your technical SEO, here are the four primary areas you should focus on first.

Site Audit

When doing technical SEO, your first step should be conducting an audit on your site.

Screaming Frog is an excellent tool for this, as it will give you data on everything from broken pages and mixed protocols to meta data issues.

SEMrush also offers a site audit tool, which provides similar data to the Screaming Frog report, but in a more digestible way.

Take note of what needs to be addressed, and start cleaning up your website.


Mobile traffic has officially dominated search engines, meaning most people are making searches from their smartphone or tablet instead of a desktop computer.

This means your website must be optimized for these devices to succeed. One of the easiest ways to do this is to ensure your site utilizes responsive design.

A responsive website will automatically change to accommodate different screen sizes.

Not only does Google love responsive websites overall, but it ensures your page is as user-friendly as possible.

Website Security

One major ranking factor recently imposed by Google is website security.

The search engine takes this very seriously, and if you do not have an SSL certificate installed, your rankings will suffer.

SSL certificates are data files that activate a padlock, allowing a secure connection from the web server to your browser.

By default, sites that are SSL secure receive an SEO boost from Google, as the search engine will display secure sites over non-secure ones first.

This security measure protects sensitive customer information from hackers and the like, so if your website does not have SSL, install a certificate immediately.

6. Build Your Link Profile

Links are the backbone of any strong SEO campaign.

As one of the most significant indicators of your SEO health, you want to ensure your link profile does not contain any spammy links.

Use a tool such (e.g., Ahrefs) to analyze your link profile and determine the type of links currently leading your website.

Are they authoritative, high-quality sites for your industry, or are the links full of sketchy URLs and irrelevant information?

Disavow any undesirable links through Google Search Console to ensure your link profile is squeaky clean before building new, quality links back to your site.


A website can be seen anywhere in the world, which is great for a niche business with a small customer base.

However, that also means it takes much more effort to market effectively.

With a lot of hard work, dedication, and the right strategy, your business can easily find its place at the top of search engine results.

More Resources:

How To Build Authority In Local Seo

Each year that goes by in the SEO community, discussions of the authority behind a site become increasingly prevalent.

This has been especially true over the last year, as Google has made more updates to the core algorithm, which seems to indicate an increased focus on authority and relevance.

While authority is definitely earning greater consideration in the broader conversation of SEO, it’s been a particularly critical factor to local SEO for years.

Stepping back to look at the broader local SEO picture, it just makes sense that authority would be a major factor.

A user looking for a local service is most likely going to choose an authoritative brand that has a solid reputation.

Trust is essential for any business to lead customers further down the buyer’s journey.

So, how does a local business build authority in their community and within their niche?

1. Create Genuinely Helpful Content

One of the most common things heard in the SEO community for years has been the phrase, “content is king/queen.”

Every time anyone would say this, it was a pretty safe bet that you would hear someone respond with “I post X blog posts a week, but it’s not helping my rankings.”

The reason for this is simple. Quality trumps quantity every time.

Content only hits the “king/queen” status when it actually delivers value.

And Google certainly isn’t going to rank a site just because it contains a lot of fluff.

Creating content for the sake of creating content doesn’t help anyone.

Relevance Is Key

When creating content for a local business, one of the best approaches is to determine what’s unique about your site’s vertical in your area.

If you can identify those sorts of opportunities, you’ll be able to provide content on your site that will be useful to your target demographic, which can lead to more qualified potential buyers reading your content.

For example, if you’re writing content for a foundation repair company in central Texas, writing about how to properly waterproof a basement to avoid foundation damage wouldn’t make sense.

Why? Because homes in Texas almost never have a basement.

Instead, looking for opportunities to write about ways homeowners can protect their foundations from needing repair due to common soil types would be more productive.

This type of content will help customers solve a major (and highly relevant) problem while creating awareness to your brand, should they ever need repairs down the road.

The key is to be relevant and genuinely helpful.

If Possible, Become a Community Resource

For some local businesses, like real estate agencies, creating content that helps speak to the area they are serving is a great way to help build authority for the business’ website.

When people visit these types of sites, it can be incredibly helpful to have more location-specific information.

That’s not a strategy that all local businesses should try to implement on their site, though.

I know I’m not really looking on my local plumber’s website for dog-friendly restaurant ideas when I’m planning my weekend.

When creating local resource content, it is important to keep intent and relevance in mind, so the content doesn’t become just pointless filler on your site.

2. Think Differently About Local Links

Links for local sites work a bit differently than with a site that would be considered “enterprise.”

There is a lot more to links than just “domain authority.” When I say that, I don’t mean that people should stop looking at domain authority. I’m simply reiterating that it’s not the only metric of quality for links. That’s especially true regarding links for a local site.

Over the years, I’ve had many conversations with Greg Gifford regarding how we both approach local links, but I think he said it best during his presentation at Pubcon Florida 2023.

In his presentation, Gifford made a point to say that when prospecting links for a local site you almost have to take a guerrilla marketing approach.

As that’s been a part of my approach for several years, it really resonated with me.

I’ve always been a believer in looking at the relevance of a site and the value it is going to have for a customer when looking for links for my local SEO clients.

For example, while getting a link from a high DA site, think of the power getting something from a local association or sponsorship opportunity would have for the site you’re working with.

Let’s say you were able to get a link for your orthodontic practice by sponsoring a local little league team.

Not only would that link carry local relevance power back to your site but you also get the benefit of putting your business in front of more qualified customers. This is because a lot of sponsorships like this also have inclusion in additional marketing materials as a perk of the sponsorship.

In my experience in the local SEO field over the last five years, these types of links move the needle far more for local businesses, especially when paired with citation building.

It’s like getting the best of both marketing worlds through your link building efforts.

So spread your traditional marketing wings and get as much impact from your efforts as possible.

3. Put an Emphasis on Quality Reviews

Over the last few years, quality customer reviews have become more important to the success of a local business in search results.

When a customer leaves a public-facing review of a business, Google can get a better understanding of what customers think of your products or services.

This helps your brand build more authority, which can lead to better performance in the SERPs.

And never underestimate the value such reviews offer to prospective customers.

Now, please note my use of the word “quality.”

If you began reading this section and immediately started trying to figure out the best way to game the system by getting fake reviews, you’re going down the wrong path.

Fake reviews are a great way to get your Google My Business listing flagged, which is a real pain to recover from.

Quality is key here.

Google wants to see a wide range of reviews for a business and the only way to do this is by gaining real reviews from real customers.

Plus, this will give you several opportunities to build authority in front of potential future customers.

While we’d all love to have five-star reviews of our businesses, it’s just not going to work that way most of the time.

Customers are going to get upset at some point and leave a negative review. It’s what you do with this review that’s key.

Take the time to respond to the customer and try to make their experience better.

This response can also show future customers that you care about improving your business and might even help positively influence their purchase decision for your business.

Also, make sure you’re following the guidelines for the sites you are trying to focus on.

If you’re going to put in the effort to drive more reviews to your business make sure that these reviews are going to last and not be flagged for breaking guidelines.

Be the Droid Your Customers Are Looking For

Authority is key when it comes to local SEO and can really help a business perform well in search results.

By investing in building a local site’s authority, you’re creating a positive ripple effect that can have a huge impact on the overall campaign.

Keep authority foremost in your mind with all your on-page and off-page efforts and I’m confident you’ll see positive results.

It may take some time, but it will mean lasting results, which is what you want, in the long run.

More Resources:

How To Evaluate & Improve Your Seo Strategy

What you learned about SEO years ago probably won’t help you much today.

Google and other search engines are constantly making adjustments to their ranking algorithms in an effort to improve the quality of the results they serve to their users.

Because traffic is the key to growth for any online business, ranking on the first page is critical to success… and that number one spot has long been the Holy Grail of SEO.

No matter whether your website has been up for months or years, there’s always room for some kind of improvement to your SEO approach.

Before you can identify areas for improvement, you must first evaluate your current status.

Evaluating Your SEO Strategy Start with a Link Audit

Where are the links to your site coming from?

Are they all good quality? If not, it could be hurting your ranking.

You can disavow links with Google, so they no longer count against you.

Look at the Technical Side

After you finish the link audit, look at the technical aspects of the website.

Can the search engines crawl your website?

Does it load quickly?

Is the content well organized?

Are you prepared for the mobile-first index? Making mistakes in preparing your site for mobile-first can harm your ranking.

Are crawl errors showing in the Google Search Console?

Do you have title tags and meta descriptions on all of your pages?

Do all images have appropriate alt tags?

Dive Deep into Your Content & Social Media Strategies

Revamping your content strategy is about more than writing a bunch of new content and scheduling it for publishing.

While adding new content can certainly be helpful, it’s important to go back and look at your existing content.

Make sure that:

Everything is written with proper spelling and grammar.

It provides value to the intended audience – and if it doesn’t, edit it to include more value.

The content is strategically segmented and includes appropriate internal linking.

Next, look at your social media strategy, and how you can integrate that into your overall approach.

Your social media activity should work alongside your content strategy to help you build authority, trust, inbound links, more website traffic, and brand awareness.

Make Sure You Can Answer Questions

To have a decent idea as to how well your current strategy is working, answer the following questions:

How much traffic comes from organic search?

How much traffic comes from referrals?

Are there any pages that aren’t getting traffic?

How have rankings changed over time?

How many new links has the site earned since the last audit?

What is my best performing content? Least performing?

How many visitors are converting?

How has the site grown and changed since launch?

Having the answers to these questions ensures you’re focusing on making improvements where they are most needed.

Improving Your SEO Strategy Aim for Better Quality Content

Long gone are the days when you could write a 500-word blog post and consider it quality.

The longer your content is, the deeper you can dive into a topic to provide more value to your readers.

Remember, Google’s customer is the searcher – and if you provide the searcher with what they are looking for, then Google will love you.

Research shows long-form content ranks higher on Google, with the average word count of a first-page result coming in at 1,890 words.

Long-form content also gives you the chance to provide more related keywords, through keyword and topic modeling. This way, you’re not keyword stuffing, but you’re still able to increase the chances of improving your ranking on those core keywords.

Beyond making your content longer, you can improve overall quality by offering various kinds of content, including:







These interactive elements help keep people on your page longer, which also plays a role in your ranking, and keep things interesting for your content team, too.

Craft a Plan for Link Building Efforts

When solid content is the backbone of your strategy, link building becomes a bit easier.

Great content will typically earn more links on its own, but that doesn’t mean you can’t get the momentum going yourself.

Remember, you need high-quality links from a variety of domains.

You also want links to deeper pages on your site – not just your homepage.

You’ll also want to aim for links that contain your brand or company name, as well as links that contain your target keywords.

With this in mind, you first need to look at the type of links your competition has, and make sure you get those links and more if you want to have a shot at competing against them in the search engines.

Then, you want to make sure you have the content that those websites would be interested in linking to it. Make people care enough about the content to link to it when you’re creating it by focusing on the hook during the creation process.

Spending time creating a compelling headline is crucial to getting engagement with your content.

Encourage Engagement

Google’s Gary Illyes has mentioned that fostering community can help boost your rankings because it shows that people aren’t just reading your content, but they’ve taken it further to interact it.

It keeps people on your website longer, which is a signal that your content is what people are looking for.

Beyond that call to action, take the time to ask open-ended questions, or give people the chance to ask you questions to start the conversation.


Schedule regular reviews of your SEO strategy. It’ll help you keep things fresh, stay ahead of any algorithm updates (and help you prepare for any that may be coming), and steer you toward consistent growth.

More SEO Resources:

How To Use Technical Seo To Optimize For Jobs Results

The role of the modern recruiter is multifaceted. The entire process of educating, engaging, screening, interviewing, and hiring candidates fall under the recruiter’s purview. While each of these duties may be split off into a separate position at different businesses, in most cases, they are rolled into the recruiter’s purview.

Eighty per cent or more of those looking for work turn to the Internet, which is seen as a cheap and quick way to find desirable job openings. Users looking for work still face challenges in locating appropriate postings, while posting employers lament a dearth of qualified applicants.

For that reason, we decided to put together this guide. Here, we want you to focus less on promoting your job postings and more on providing an excellent experience for your prospective employees.

How To Use Technical SEO To Optimize For Jobs Results

Google and similar search engines have become crucial resources for job seekers today. Therefore, it is more important than ever for companies and recruiters to make their job postings search-engine friendly. You can use technical Search Engine Optimization (SEO) methods to make your job postings more visible online.

This article will cover technical SEO strategies for improving search engine rankings for employment-related queries.

Find Relevant Keywords

Conducting keyword research is the first step in SEO-optimizing job postings. Find out what people are typing into search engines like Google and Bing to find work. You can find useful keywords and estimate their search volume with tools like Google’s Keyword Planner and SEMrush.

Structure Your Data

Using structured data (or schema markup), webmasters can tell search engines more about the page’s subject matter. Job titles, descriptions, locations, and salaries can all be made available to search engines with the help of structured data.

Using structured data, you can increase the visibility of your job postings in Google’s job search results and other relevant search features like Google for Jobs. Your job postings will be more discoverable and visible to potential candidates if you do this.

Better Organize Job Titles Improve Job Descriptions

A job’s duties, expectations, and prerequisites are spelt out in great detail in the position’s description. Use appropriate keywords and provide thorough, detailed descriptions of the position to improve your search engine rankings.

The job description should be split into sections to assist further search engines, and header tags (H1, H2, H3) should be used. Because of this, the user experience for people looking for work may be enhanced.

Apply Appropriate Metadata

Metadata aims to increase a website’s ranking in search engine results. The discoverability of a job posting can be increased through the use of keyword-rich, detailed, and relevant metadata.


Job-seekers can also benefit from a mobile-friendly website because it allows them to look for and apply to positions while on the go.

Create Credible Inbound Links

Backlinks, or links to your job postings from other websites, can improve your position in search engine results. Use niche job boards and social media sites in your industry to spread the word about your open positions and attract relevant inbound links.

Enhanced Company Profile

A job candidate must clearly understand the nature of the company’s operations. Attracting the right people requires a clear and comprehensible description of the Career subpage, clearly determined values, and specific key phrases describing the company profile and wanted candidates.

Analyzed By Google

You need to monitor how people discover your website closely, what they do once they get there, and how long their average web session lasts. Using Google Analytics and other page-visibility analysis tools can greatly simplify the process of posting new job openings and finding qualified candidates.


Your ad’s content needs to be tailored to your audience specifically. Mention the job opening a few times, but do it casually. Because candidates usually type in specific city names when searching for job postings, it’s worthwhile to write about the job location or include information about remote work.

Sum Up

One way to increase the discoverability of online job postings is to optimize them for search engines using technical SEO. Increase the visibility of your job postings in with the various steps listed above.

Although SEO is a crucial part of optimizing job postings, it’s important to remember that other factors, such as posting quality jobs and making the application process easy, are just as crucial to attracting and keeping the best employees.

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