Don't you hate that it takes forever to get results when it comes to SEO?
Everyone says it takes anywhere from 6 months to a year and, in some cases, years to see results.
I have bad and good news for you. Let's start with the bad news ...
SEO is a long-term strategy. It's not about doing it for a few months and forgetting. And if you don't focus on that anymore, your competitors will eventually overtake you. And now let's move on to the good news.
You can get short-term results. You may not get all the results you want right away and you may not rank your ideal keywords, but that doesn't mean you can't get results in 90, 60, and maybe even 30 days.
So how do you get results in a few months? First, let's try to figure out how to think about SEO the right way.
SEO isn't just about content and links
What do you need to be number 1 on Google?
Well, the data shows that you need to write long content. Because the average website on Google has 1,880 words.
And of course, what is offline content? Because the main factors affecting SEO rankings are domain-level links and page-level links.
But here’s the thing: SEO is no longer what it used to be. By 2010, you could add keywords to your meta tags and get rankings in a matter of months.
Once the web was taken over, you could get results in the same way, but you also had to create some links. Between 2010 and 2013, it worked very well.
As more businesses emerged, they all began to focus on content marketing. It was hot. If you created tons of articles between 2013 and 2018, got some social media shares, and collected some natural backlinks, you could really dominate Google. But we now count more than a billion blogs if we count WordPress.com, Medium, and Tumblr. This means that Google has a choice when it comes to determining which sites should be on top.
In other words, just because you're writing lengthy content or building backlinks doesn't mean you're ranking. Millions of other websites are doing the same. And even if you're early and your site is 10 years old, it's not that easy to dominate the web anymore. Look at places like Wisegeek. They dominated the web because it is a site with thousands of informative articles. And now they fly!
According to Ubersuggest, Google receives approximately 49,121 visitors per month in the United States. It may seem like a lot, but their traffic is steadily declining. When I met the founder years ago, there were millions ... but no more. It doesn't matter at all that the site has 8,716,524 backlinks with 74,174 referring domains.
Now you may find that Wisegeek doesn’t have the best content. However, I have many examples of great content sites that have the same problems. According to Ubersuggest, Google receives about 26,460 visitors from the U.S. per month and has 993,690 backlinks from 5,768 reference domains. And it achieves some great expressions. Take a look at the first few pages where they rank with terms like “how to boost self-confidence”.
Allowing Google to crawl the site effectively and have a clean user experience are the two main topics every digital retailer should focus on.
However, a common SEO trap is to get too caught up in smaller objects that don't necessarily press against the needle.
The SEO landscape is constantly evolving. For this reason, the best way to bring discipline to results is to focus on a “growth mindset”. This means not only increasing your site's physical presence on pages, but also experimenting and maintaining flexibility between your organic marketing tactics to build authority, increase traffic, keep content up to date, and a lot more.
While there are many different strategies for "growing" a website, some of the best are generally industry-specific.
We've identified a number of key tactics that can help anyone working in the hospitality industry see success in website development.
Know the objective
Before starting, it is important to identify the main goals of the growth strategy. Without a predetermined goal, the plan will quickly split into smaller strategies that are further away from the original focus.
Here are some important metrics to consider when looking for growth:
- Keyword positioning
- E-Commerce conversions and earnings
- Potential buyers and filling in forms
Look for organic opportunities
It's easy to measure performance based on a particular set of metrics, but the likelihood of growth is within search queries and landing pages, which don't get the same attention every day.
There are a few ways to identify these gaps:
- Search Console Landing Page Report : This report shows the performance of all organic keywords and landing pages on your site. The capability can be found in sorting pages by impressions and analyzing pages with high impressions, but with just a few clicks.
This gap highlights the potential for improved metadata and organic click-through rate. Improving this can increase the number of organic site visits.
- Domain Map SEMRush : SEMRush allows users to see all the organic keywords that rank on a particular site. Sorting your keywords by search volume and excluding searches that drive traffic to your site is a great way to find out what users are searching for that your site doesn’t catch.
This is a great opportunity to create new content and attract more organic collaboration.
Use paid data to help your strategy
It might make sense to use paid metrics when considering organic growth, but a combination of both practices can leave room for opportunity. Google no longer provides keyword-level conversion statistics for organic search.
Adding paid data can highlight keywords that should be central to the SEO space. Paid media teams have an in-depth understanding of the searches they convert and can pass this information along to the SEO team.
Coordinating organic targeting with paid advertising is a unique way to increase organic revenue.
In general, the main goal of a growth strategy is to not spend too much time on what is already working. Keep pushing boundaries and look for opportunities outside of the current ecosystem.
If we want to build on a solid foundation, the only way is to anticipate the digital marketing curve.
5 mindset mistakes people make when it comes to SEO
Sometimes even the smartest SEOs are to blame for the loss of a forest due to trees. Columnist Tom Demers takes a closer look at some common attitudes and behaviors that can prevent your campaigns from reaching their full potential.
I’ve been reading a lot lately about different approaches to page speed optimization.
Here are 5 mistakes to avoid:
- Narcissism of the essential theme
Sharing knowledge about what you are an expert in is a great way to gain links and traffic. Many successful blogs are born without the author even knowing what SEO is, and end up attracting a huge amount of traffic to Google simply by sharing solutions to the problems they have had.
However, this is very different from the approach I see on many (frankly, probably most) business blogs. “Scratching the itch” and sharing useful information that interests you and that you are well versed is not the same as writing about what you and your company want to create content with.
Many business magazines are a mixture of business-oriented short-term posts (actually press releases), extremely short content that proclaims the importance of something (usually a product or service that the company sells) without actually demonstrating it in any particular way, Final, and with no added real value for the readers, and / or short lists of not particularly helpful suggestions that the reader has found on many other sites.
There's certainly nothing wrong with including shorter content, product / business updates, or more explicitly designed posts to promote leads and sales - these are business blogs, after all. But if a blog post falls in the woods and no one is around to read it, that won't bring in potential customers, right?
It's a concept that SEOs and content strategists have talked about endlessly, but I still see tons of companies looking to rip off self-referring sales collateral and have someone dust off "the SEO goblin dust" on content that no one would have reasonable incentive for. To share or link.
So what's the best approach?
A better mindset is to focus on delivering useful content that your audience wants, even if not every blog post and page on your site is generating immediate sales. In concrete terms, you can come up with a combination:
- Problems you have solved for yourself or your customers and about which you can share information.
- Research what your potential customers are looking for and post them (eg keyword research).
- Posts that lead to other sources (which is useful for both potential and those you tag).
- Industry reports, surveys, and other types of content that are so valuable to potential customers that they are happy to share their contact information.
This does not mean that you will no longer offer case studies, presentations, consultations, free trials, and more on your site, it just means that you have a better chance of people actually finding them on your site.
- Nice over Google
A lot of the advice you get from Google that you need SEO - and SEO in general - is pretty good. Much of the focus is on making your site accessible, creating content for readers, and avoiding certain things that violate their guidelines (these are risky tactics).
However, most of the recommendations that Google offers are in the interest of Google users and / or Google businesses, so not everything that Google recommends is in the interest of your business.
Just because Google is introducing a new algorithm update, SERP view, or product feature doesn’t necessarily mean you need to rearrange your to-do list right away to jump to the latest ad.
So what is the better approach?
Understanding what Google says and what it emphasizes in search results is helpful and important, but make good business and marketing decisions. Don't review your site or delay important activities just because you're posting the latest news referenced / sneezed by Webmaster Central this week.
- Glamorous blog syndrome
Also, many marketers and business owners have some tactical ACCESSORIES when it comes to their approach to SEO.
I like a good case study of SEO as well as the next, but a tactic that worked for someone else may not work on your site. It may also work well for your site, but it’s less effective than other things you might spend your time on.
For example, clearing out very specific glitches and minor page speed improvements can have huge benefits for a massive site with high traffic, quality content and links, but it probably won't help your five-page B2B SaaS site which has almost no links and has mostly organic brand traffic.
Likewise, a strategy or tactic that results in a 50 percent increase in traffic to a site that brings 10,000 unique visitors per month may not have the same impact on a site that already attracts hundreds of thousands of unique visitors and is pursuing growth. Stepping function.
So what's the best approach?
Appreciating the case studies and following what your competitors are doing is great, but take them with a grain of salt and try to contextualize the tactics you learn and observe. Your competitors may be implementing tactics that work great for them, but not for you, and this clever SEO case study may have worked well on another site, but it may not be worth throwing out your SEO strategy.
I like to spend a specific budget / time on experimentation and define the definition of success or failure before starting a project. If it works, you can integrate this brilliant new tactic more broadly into your SEO efforts, if you don't, you're just wasting the time and budget you previously set.
This ensures that trying out new tactics doesn't take the wheel of an approach that works or would work if you follow it, allowing you to try new things.
- SEO FOMO
The fourth and related mistake I see companies make is overcome by SEO FOMO (fear of loss). It’s a constant quest for the “next big thing,” which is more focused on finding a fast-moving plan that brings you big returns with little effort than on implementing a long-term sustainability strategy.
Competitors may or may not beat you, but they probably won’t “win” with some secret and simple tricks you’ll be able to figure out if you watch long enough. Probably most companies that perform better than you: implementing a tactic / strategy that you are already aware of but are doing better than you are, or actually using a shady, easy-to-perform trick with extreme risk (which you would actually rather avoid if the choice was offered) .
And often the competitors that companies are most jealous of are actually not doing as well as they think.
So what's the best approach?
Focus on the things you can control. Set your goals, evaluate the tactics at your disposal and determine the best strategy for you.
It certainly plays a role in analyzing what successful competitors and companies are doing, but constantly changing strategies and getting the secret code of SEO fraud is a great way to distract yourself from your work to actually improve your site and your organic traffic.
- Fear of involvement or "ticking the box"
Potentials are usually surprised when I tell them they probably shouldn't be using SEO. Of course (since I own a business) I don't tell this to all potential clients, but the reality is that not all businesses should be spending on SEO.
What if you were a small business with limited resources and a very specific local addressable market? Spending a monthly amount on SEO just to "tick the box" can be a less effective spend than a channel that you know offers quality options. It might make more sense to work with smart local SEOs for once and take advantage of occasional consultancy calls if you're on a tight budget.
Likewise, it's probably worse than not starting at all if you're too skeptical about SEO or don't support the process with enough internal resources (so you can make recommended technical changes, publish new content, promote that content, etc.).
So what is the better approach?
Challenging assumptions and asking for clarification and communication is great, but once you start SEO, you have to work hard, give your full support to those responsible (internal or external) and set specific criteria, then assess the effectiveness of the work performed.
If you’re a small business and can’t deal with these things right now, focus on other areas of your business and review SEO again later. I think SEO is a very effective and efficient channel for most companies, but not all companies should be aggressively committed to SEO in order to be successful.
Before you start working on your list of the latest SEO tactics and tricks, it’s important to make sure your overall strategy and approach doesn’t limit your earnings, so start avoiding these five misconceptions and make sure you make the most of your SEO efforts.