Sep 2024

Comprehensive Guide to User Intent Optimization for SEO (2024)

 

Introduction: Understanding User Intent

User intent, also referred to as search intent, is defined as the core purpose behind a user’s search query. Whether a user is searching for information, looking to make a purchase, or navigating to a specific website, understanding this intent helps align your content with the needs of your target audience. In 2024, optimizing content for user intent is crucial, as Google and other search engines increasingly prioritize user satisfaction when determining rankings.

Aligning your content with user intent ensures:

  • Higher rankings in search results
  • Improved user engagement
  • More conversions and lower bounce rates

Why User Intent Matters for SEO

  1. Better User Experience: When users find what they need quickly and efficiently, they are more likely to engage with your site, spend more time on it, and convert—whether that’s making a purchase or subscribing to a newsletter.
  2. SEO Rankings: Google’s sophisticated algorithms, including BERT and MUM, are designed to interpret user intent and rank content that best satisfies those needs, even if the keywords aren’t an exact match.
  3. Lower Bounce Rates: When content satisfies user intent, visitors stay longer, signaling to search engines that your page is valuable and relevant.

A word about Bounce Rates

Although Bounce Rate itself is not a direct ranking factor for Google. However, it can indirectly affect SEO if it correlates with poor user experience. Here’s why:

  1. Bounce Rate Defined: Bounce rate refers to the percentage of visitors who land on a webpage and leave without interacting further. A high bounce rate could be interpreted to mean that your content does not meet user expectations, or the page doesn’t satisfy the user’s search intent.
  2. User Experience Signal: While bounce rate is not a direct ranking signal, it does provide insights into user satisfaction. If visitors to come to your website and quickly leave (pogo-sticking), it suggests your content is not aligned with user intent. Google’s algorithms interprets this behavior as a negative signal, leading to lower rankings for specific user search queries and keywords.
  3. Indirect Impacts on SEO: Pages with high bounce rates may have a lower dwell time (visitors didn’t leave immediately but they didn’t stay for long), which is a behavioral signal Google can assess. Pages with valuable content tend to keep users longer, signaling relevance and quality.

While bounce rate is not a ranking factor, it reflects user satisfaction. Low engagement or misaligned content can cause high bounce rates, which, combined with other factors like low dwell time, can indirectly affect your rankings.

Types of User Intent

User intent can generally be categorized into three or four main types:

  1. Informational Intent

Users are searching for information, often using keywords like “how,” “what,” “best,” or “guide.” These users seek tutorials, definitions, or general knowledge.

Example: A user searching for “how to repair a flat tire” is looking for instructions or a tutorial.

  1. Navigational Intent

These users want to visit a specific site or page. They usually type brand names or specific product names.

Example: A search for “LinkedIn login” indicates navigational intent as the user wants to reach the LinkedIn login page.

  1. Transactional Intent

Users are ready to complete an action, such as making a purchase or signing up for a service. Keywords include “buy,” “order,” “coupon,” and “discount.”

Example: A query like “buy iPhone 14 online” shows transactional intent.

  1. Commercial Investigation Intent

Here, Users are researching products or services before making a purchase decision. They compare options, shipping, pricing, and customer reviews.

Example: A search for “best noise-canceling headphones 2024” indicates that the user is exploring options before buying.

Actionable Steps for Optimizing Content for User Intent

  1. Uncover and Analyze User Intent

Action: Analyze the search intent behind your target keywords before creating content.

  • Tools:
    • Google Keyword Planner: Helps you identify keyword trends and intent categories.
    • Ubersuggest: Offers keyword insights and SERP analysis.
    • Examine SERPs: By analyzing the content that already ranks for your target keyword, you can identify the intent that Google is prioritizing for that query.

Example: For a query like “best laptop for students,” the intent is likely informational/commercial, so your content should offer comparisons and product reviews.

  1. Create Content That Matches the Identified Intent

Action: Tailor your content based on the type of user intent you’ve identified.

  • Informational Content: Create blog posts, how-to guides, or tutorials.
  • Navigational Content: Optimize landing pages or make key information easy to find on your homepage.
  • Transactional Content: Use clear calls-to-action and make the purchase process seamless on product pages.
  • Commercial Investigation Content: Offer product comparisons, reviews, or case studies.

Example: For a search like “buy noise-canceling headphones,” ensure your product page includes purchase options, pricing, and clear calls-to-action.

  1. Optimize User Experience (UX)

Action: Improve user experience to align with search intent.

  • Reduce Bounce Rates:
    • Deliver valuable content upfront.
    • Avoid misleading or clickbait titles.
  • Enhance Readability:
    • Use clear headings, bullet points, and large fonts (14px+).
    • Include visuals like images and videos to break up text.
  • Limit Popups: Minimize popups, especially for informational queries where users may not be interested in conversion right away.

Tools: Hotjar for user behavior tracking.

  1. Structure Content for Snippets and Easy Navigation

Action: Organize content in a way that allows search engines to display snippets.

  • How:
    • Use clear headings (H2, H3) and concise paragraphs.
    • Incorporate lists, tables, and bullet points for quick answers.
    • Answer frequently asked questions in the content.

Tools: SEMrush and Ahrefs for tracking snippet opportunities.

Example: For a query like “how to do burpees,” create a step-by-step guide with images, which increases the chances of ranking in a featured snippet.

  1. Tailor Calls-to-Action (CTAs) to User Intent

Action: Customize your calls-to-action based on the type of content.

  • Informational Content: Suggest further reading or link to additional resources.
  • Transactional Content: Use strong CTAs like “Buy Now” or “Request a Quote.”
  1. Monitor and Adapt Based on Metrics

Action: Regularly analyze performance to adjust content.

  • Bounce Rate: A high bounce rate could indicate your content doesn’t match user intent.
  • Time on Page: Longer time on page suggests your content is engaging and relevant to the user.
  • Conversion Rate: Track how well transactional pages are converting users.

Tools: Google Analytics for monitoring key performance indicators.

If you’d like expert help with setting up Google Analytics or developing a custom content strategy optimized for user intent, I’d love to help. Reach out to me directly at: soren@sapientecommerce.com, and let’s discuss how we can boost your SEO and conversions!

 

  1. Optimize for Voice Search and Conversational Queries

Action: Tailor content to match the natural language used in voice search queries.

  • How:
    • Include long-tail keywords and question phrases.
    • Write in a conversational tone.

Tools: Moz Keyword Explorer for conversational keyword research.

Measuring the Success of User Intent Optimization

Key Metrics to Track

  1. Bounce Rate: A high bounce rate may indicate a misalignment between your content and user intent.
  2. Time on Page: Longer time on page shows that users find your content valuable.
  3. Conversion Rate: For transactional content, track how many visitors complete a purchase or action.
  4. SERP Rankings: Improved positioning for targeted keywords indicates successful optimization for user intent.

Best Practices for User Intent Optimization

  1. Stay Updated on Algorithm Changes: Google frequently updates its algorithms. Be aware of changes like those implemented in the BERT and MUM updates, which focus on intent-based results.
  2. Audit and Update Content Regularly: Perform quarterly content audits to ensure your pages align with current user intent.
  3. Focus on Mobile Optimization: Many searches are conducted on mobile devices. Ensure your site is mobile-friendly.

Conclusion

User intent optimization is no longer jargon thrown around by SEOers (It is a real word: SEOer (plural SEOers)  A person who carries out search engine optimization). It has become key to effective SEO in 2024. By aligning your content with user needs, not only do you improve your rankings, but you also create a better user experience that drives engagement and conversions. Understanding and continuously optimizing for user intent will set your business apart in an increasingly competitive digital landscape.

Aug 2024

Elevate Your Business with Local Service Provider SEO Secrets

Local Service Provider SEO: Convert Blog Content into Income with Expert Strategies

In today’s competitive landscape, service-based businesses must leverage every tool available to stand out. Local SEO is one such tool that can be a game-changer for businesses looking to attract nearby customers. But how can you turn that local traffic into tangible income? The answer lies in combining localized SEO strategies with powerful content creation. In this article, we’ll explore how to optimize your online presence, attract the right audience, and turn your blog into a revenue-generating powerhouse.

Section 1: The Power of Localized Keyword Research Keyword research is the foundation of any successful SEO strategy. However, for service-based businesses, focusing on localized keywords is key to attracting customers in your area. Localized keyword research involves identifying search terms that potential customers in your region are using. Tools like Google Keyword Planner, Moz, and Ahrefs can help you discover these keywords.

Actionable Tip: Start by identifying your service area and then find keywords that include your location. For example, instead of just “plumbing services,” target “plumbing services in [Your City].” This not only improves your visibility in local searches but also increases the chances of attracting customers ready to take action.

Section 2: Personalizing SEO for Local Audiences One size does not fit all when it comes to SEO. Personalization is crucial for resonating with your local audience. This involves tailoring your content to reflect the unique needs, preferences, and behaviors of people in your area. Localized content could include references to local events, culture, and community-specific problems that your services can solve.

Pro Tip: Incorporate local landmarks, community names, and regional language into your blog content. Not only does this build trust, but it also signals to search engines that your content is highly relevant to the local area.

Section 3: Crafting Compelling Long-Tail Content Long-tail keywords are search phrases with more specific intent. They may have lower search volume, but they often convert better because they attract users who are further along in the buying process. For local service providers, combining long-tail keywords with local SEO can be particularly effective.

Example: A long-tail keyword for a cleaning service might be “best eco-friendly cleaning service in [Your City].” Creating content around such specific terms helps you attract highly targeted traffic that is more likely to convert into paying customers.

Section 4: Tailored Blogging and SEO Strategy for Local Services To fully leverage local SEO, your blogging strategy should be designed with your community in mind. Regularly update your blog with posts that address common local concerns, showcase success stories from nearby customers, and discuss how your services align with local trends or seasonal needs.

Strategic Insight: Use your blog as a platform to demonstrate expertise in solving local issues. For example, a pest control company might publish articles about how to deal with region-specific pests, further establishing your authority in the local market.

Section 5: Monetizing Your Blog Without a Physical Product You don’t need to sell physical products to make money from your blog. Service providers can monetize their blogs through various means, such as offering premium content, running ads, promoting affiliate products, or even offering online consultations. The key is to create value that your audience is willing to pay for.

Monetization Ideas:

  • Online Courses or Webinars: Teach skills or knowledge related to your services.
  • Affiliate Marketing: Partner with local or relevant brands and earn commissions on referrals.
  • Subscription Services: Offer exclusive content or perks for a monthly fee.

Conclusion: Local SEO is more than just a buzzword; it’s a powerful tool that can help service providers dominate their local market and turn their blog into a significant revenue stream. By focusing on localized keywords, personalizing your SEO strategy, and crafting compelling content, you can attract the right audience and monetize your blog effectively. Start implementing these strategies today and watch your business grow.

Apr 2024

Unveiling the Blueprint: A Comprehensive Guide to SEO Strategy for Business Owners

 

The SEO Periodic Table

SEO Periodic Table

Welcome to the SEO Periodic Table – your definitive roadmap to mastering the intricate realm of search engine optimization (SEO). Developed by the experts at Search Engine Land, this tool has emerged as a cornerstone resource, offering a detailed breakdown of the fundamental elements that underpin a successful SEO strategy. Here is your brief yet comprehensive exploration of each section, packed with actionable insights.

The difficulty with SEO is that you must do everything – and do it well. It all matters. Everything is connected. However, it’s worth noting that certain elements within this framework may hold more significance than others in terms of enhancing visibility on search engines. This importance can vary significantly based on the specific vertical, market, or niche in which your business operates.

In essence, it’s crucial to acknowledge that the precise weighting of algorithms employed by search engines remains elusive. Consequently, attempting to assign numerical scores to the diverse elements outlined here would be purely speculative.

Understanding the Elements: The SEO Periodic Table is organized into seven distinct groups, each representing a critical aspect of SEO strategy. From content creation to technical optimization, understanding these elements is essential for navigating the complexities of the digital landscape.

Content: Content lies at the heart of SEO success, serving as the primary vehicle for engaging with your audience and attracting search engine attention. However, it’s not just about quantity – quality reigns supreme. Focus on creating high-quality, relevant content that addresses the needs and interests of your target audience. Incorporate keywords naturally, prioritize freshness and accuracy, and aim for comprehensive coverage of your topic. Remember, valuable content is the cornerstone of any successful SEO strategy.

The Content Group within the SEO Periodic Table serves as your guiding compass. Here are the pivotal elements necessary to produce content that not only captivates Google and other search engines but also earns you those coveted rankings and visibility. These elements encapsulate both on-page SEO strategies and the essence of content marketing itself.

  • Quality: Elevate your content by creating high-caliber, valuable material tailored to your audience’s needs. Ensure it’s polished, error-free, and resonates with your readers.
  • Keywords: Unlock the power of keywords to connect with your target audience effectively. Incorporate them naturally into your content while avoiding keyword stuffing for optimal results.
  • Freshness: Stay relevant in dynamic markets by producing timely content. Regular updates and removal of stagnant pages are key to maintaining or boosting your rankings.
  • Relevance: Align your content with the informational needs of your audience. Ensure that your topics are pertinent and address their queries comprehensively.
  • Accuracy: Uphold the trust of your audience by delivering on your content’s promises. Steer clear of clickbait tactics and prioritize factual accuracy.
  • Depth: Dive deep into your topics, aiming for substance over superficiality. While word count isn’t everything, ensure your content is thorough and comprehensive.
  • Uniqueness: Stand out from the crowd by infusing your content with originality and value. Find innovative ways to differentiate yourself and offer fresh perspectives.
  • Answers: Address your audience’s questions head-on with content that provides clear and comprehensive answers. Become a trusted resource in your niche.
  • Multimedia: Enhance your content’s appeal and visibility by incorporating multimedia elements such as images, videos, and audio. Explore their potential to engage your audience and boost search features visibility.
  • Language: Tailor your content to resonate with your target audience’s language preferences. Ensure linguistic alignment to effectively reach and connect with your desired demographic.
  • Consensus: In some industries, aligning your content with reputable sources is crucial. Strive to maintain consistency and credibility within your vertical to bolster your authority.
  • Value: Above all, prioritize value and purpose in your content creation endeavors. Every piece should serve a clear purpose beyond simply ranking in search results, focusing on providing genuine value to your audience.

 

Architecture: Your website’s architecture serves as the cornerstone for constructing a website and it plays a pivotal role in determining its search engine visibility and user experience. A well-structured site not only facilitates search engine crawling but also enhances navigation for visitors. Optimize your site’s taxonomy to emphasize topical authority, prioritize mobile responsiveness, and streamline URL structure for simplicity and clarity. By investing in a robust architectural framework, you lay the groundwork for long-term SEO success. Most of these elements encompass both on-page and technical SEO strategies.

  • Crawl: Build a website that search engines can effortlessly traverse, allowing them to fully access and index your content across all pages.
  • Taxonomy: Enhance your website’s discoverability and topical authority by structuring content around interconnected topics and subtopics. Optimize around entities – including people, places, things, and ideas – to bolster relevance and context.
  • Page structure: Strike a harmonious balance between your main content, supplementary material, and advertising elements. Ensure that users and search engines can easily distinguish between these components for a seamless browsing experience.
  • Mobile-first: Prioritize mobile responsiveness in your website design, recognizing that all SEO efforts must cater to the mobile user experience. Your site should deliver consistent usability and functionality across all devices.
  • URLs: Simplify your URL structure by using descriptive words that convey the content’s topic or purpose. Clear, concise URLs enhance both user comprehension and search engine optimization.
  • Canonicalize: Utilize canonical tags and redirects to mitigate issues related to duplicate content and consolidate your website’s content authority. This practice ensures that search engines correctly attribute ranking signals to the preferred version of your pages.
  • Pagination: Strategically segment your content across multiple pages to improve usability and maintain optimal loading times. Implement pagination wisely to enhance both user experience and search engine crawlability.
  • HTTPS: Safeguard your website and protect user data by implementing HTTPS protocol. Establishing a secure connection not only instills trust in your visitors but also contributes to improved search engine rankings.

 

 Code: While the intricacies of code may seem daunting, understanding its impact on SEO is crucial for optimizing your website’s performance. Pay close attention to elements such as titles, meta descriptions, and structured data markup to enhance search engine understanding and user engagement. Clean, valid code not only improves site accessibility but also ensures seamless rendering across different devices and browsers.

In the SEO Periodic Table, the Code group is your gateway to enhancing both user experience and search engine comprehension of your content. Here are the essential elements that form the backbone of on-page and technical SEO strategies.

  • Titles: Craft compelling and descriptive titles that not only capture user attention but also optimize for clicks. A well-crafted title can significantly impact your click-through rate and overall search visibility.
  • Descriptions: Meta descriptions serve as concise summaries of your page’s content. Ensure they accurately reflect the page’s topic and encourage users to click through to your site from search engine results pages (SERPs).
  • Headings: Incorporate relevant keywords into your headings and subheadings to provide context and structure to your content. Headings play a crucial role in guiding both users and search engine crawlers through your page’s content hierarchy.
  • Image Alt: Implementing descriptive alt text for images enhances accessibility and can boost image SEO. Alt text provides valuable context to visually impaired users and search engine crawlers, improving the overall user experience and search engine visibility of your content.
  • Schema: Leverage structured data markup to identify entities within your content and enhance SERP snippets. By implementing schema markup, you can provide search engines with additional context about your content, resulting in more informative and visually appealing search results.

 

Credibility: Building trust and authority is essential for establishing your website’s reputation and gaining traction in search results. Prioritize factors such as accuracy, expertise, and authoritativeness in your content, and cultivate a strong brand identity that resonates with your audience. By demonstrating credibility and reliability, you position yourself as a trusted resource within your niche, earning valuable recognition from both users and search engines.

In the realm of SEO, understanding the core principles of E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is paramount. Google’s Search Quality Evaluator Guidelines underscore the significance of E-A-T, while Stanford’s Web Credibility Guidelines offer a comprehensive framework for building website credibility.

While neither E-A-T nor web credibility guidelines directly influence search engine rankings, they offer invaluable insights into the qualities search algorithms prioritize. The Credibility group within the SEO Periodic Table zooms in on elements crucial for shaping your online reputation and, consequently, organic search visibility. These elements span across various facets of SEO and brand marketing.

  • Trustworthiness: Uphold integrity, accuracy, and reliability throughout your website’s content. This principle encompasses honesty, safety, and a commitment to delivering trustworthy information, aligning closely with the principles of Experience, Expertise, and Authoritativeness.
  • Experience: Demonstrate firsthand knowledge or life experience relevant to your content topics. Authenticity and personal insight enrich the user experience and bolster credibility.
  • Expertise: Create content grounded in expertise and deep subject matter knowledge. Establish yourself as a credible authority within your field, fostering trust among your audience.
  • Authoritativeness: Strive to become a recognized authority and go-to resource in your industry. Earn recognition through backlinks, mentions, and other signals that validate your expertise and influence.
  • Brand: Shape and cultivate your brand identity to resonate with your audience. From your logo and color scheme to your content and recommendations, every aspect of your brand story contributes to your credibility and E-A-T.
  • Creator: Leverage your education, professional experience, and credentials to bolster your brand perception and E-A-T. Peer judgments, citations, and achievements further enhance your credibility as a trusted source of information.

 Links: Links remain a cornerstone of SEO strategy, providing essential context and authority to your website. Focus on acquiring high-quality inbound links from reputable sources, internally link to relevant pages within your site, and provide external links to authoritative resources for your audience. Anchor text optimization, strategic link placement, and ongoing link maintenance are key components of a successful link building strategy.

The Links group within the SEO Periodic Table delves into the intricate world of linking strategies, both internal and external, and their significance in shaping your website’s visibility and authority. Link building, with its goal of acquiring valuable backlinks, has long been recognized as a specialized niche within SEO, bridging the realms of on-page and technical optimization.

  • Anchors: Anchor text serves as the textual gateway to your website, influencing both user engagement and search engine interpretation. Optimize anchor text to be concise, contextual, and relevant to the linked resource, maximizing its impact on search rankings.
  • Inbound: Cultivate a network of quality inbound links from reputable, relevant, and authoritative websites. These links, prized for their intrinsic value, bolster your website’s credibility and enhance its visibility in search results.
  • Internal: Guide users through your website’s digital landscape with strategic internal linking. From navigation menus to breadcrumbs and in-content links, internal linking enhances user experience and signals the importance of specific pages to search engines.
  • External: Extend the value of your content by linking out to reputable, credible, and useful third-party resources. External links not only enrich your content but also contribute to a richer browsing experience for your audience. This is where most websites fail. An external link is a vote for your trustworthiness and expertise. It is much more valuable than internal links (you – saying things about yourself).

 

User: At the core of SEO lies the user experience – understanding and fulfilling the needs and expectations of your audience. Prioritize factors such as accessibility, user intent, and interaction design to create a seamless browsing experience for visitors. By optimizing for user satisfaction and engagement, you not only enhance your website’s performance in search results but also foster long-term relationships with your audience.

With Google closely monitoring user behavior within search results, it’s imperative to prioritize user-centric approaches in your SEO endeavors.

The User group within the SEO Periodic Table is dedicated to optimizing the user experience, focusing on elements that revolve around people and their interactions with your website. By placing users at the forefront, you can uncover valuable insights to refine your SEO strategies and better serve your audience.

  • Accessible: Ensure an inclusive experience by making your website accessible to all users, regardless of disabilities or limitations.
  • Intent: Dive deeper into user intent to understand the true motivations and desires behind their search queries. By aligning your content with user needs, you can deliver more relevant and valuable results.
  • Interactions: Analyze user interactions within search engine results pages (SERPs), including clicks, hovers, scrolls, and swipes. These insights provide valuable feedback on user engagement and satisfaction.
  • Locality: Tailor your website experience to resonate with users in specific geographic locations, offering unique and authentic experiences tailored to their locale.
  • Satisfaction: Prioritize user satisfaction by focusing on providing utility and value in every interaction. Aim to fully satisfy users, ensuring they remain engaged and loyal to your brand.
  • Task completion: Guide users towards accomplishing their goals by leading them to key conversion points on your website. Streamline the user journey to facilitate seamless task completion and enhance overall satisfaction.

Performance: Beyond optimization lies performance – the real-world impact of your SEO efforts on user engagement and conversion rates. Monitor key performance metrics such as page speed, responsiveness, and visual stability to ensure a smooth browsing experience for visitors. By prioritizing performance optimization, you not only improve your website’s search engine rankings but also enhance user satisfaction and drive meaningful business outcomes.

Once you’ve meticulously planned and fine-tuned your web pages, it’s crucial to assess their real-world performance for users. While some elements within the Performance group may not directly impact rankings, neglecting them can lead to user frustration, hampering engagement, conversions, and revenue.

The Performance group of the SEO Periodic Table delves into elements that enhance on-page user experience, primarily falling under the purview of technical SEO.

  • Speed: Prioritize swift page loading times across all devices to ensure a seamless browsing experience for users. Faster loading pages not only improve user satisfaction but also contribute to better search engine rankings.
  • Responsiveness: Minimize the delay between user interactions and the corresponding updates on your web page. A responsive website that swiftly responds to user actions enhances engagement and usability.
  • Visual stability: Optimize the stability of on-page elements, such as text, images, and buttons, to minimize movement upon page load. Maintaining visual consistency promotes a more comfortable and predictable browsing experience for users.

By delving into each section of the SEO Periodic Table with a comprehensive understanding of its significance and actionable insights, you’re well-equipped to craft a robust SEO strategy that drives tangible results for your business. Remember, SEO is an ongoing process that requires diligence, adaptability, and strategic thinking. With the right approach and a thorough grasp of the fundamentals, you can elevate your online presence and achieve sustained success in the competitive digital landscape.

As always, if you need help with your digital marketing (SEO, PPC, Social Media Marketing, Email Marketing, Mobile Marketing), book an initial discovery call.

CLICK HERE

 

 

Apr 2024

A Comprehensive Guide to Mobile SEO: Strategies and Best Practices

 

Is your website prepared for the era of mobile-first indexing? Learn about the significance of mobile SEO and discover strategies to optimize your site for mobile devices.

In recent years, search engines have emphasized the importance of enhancing mobile experiences for websites. With mobile traffic accounting for over 60% of web visits, and in some industries even up to 90%, the necessity to prioritize mobile optimization is undeniable.

Google’s transition to mobile-first indexing has made mobile optimization a paramount concern for website owners and SEO professionals alike. Additionally, a new benchmark called Interaction to Next Paint (INP) has replaced First Input Delay (FID) since March 12, 2024, adding a fresh dimension to mobile SEO strategies.

Understanding the latest advancements in mobile SEO, especially with the introduction of INP, is crucial for maintaining and improving website visibility in search engine results tailored for mobile users. This guide aims to provide actionable steps to effectively optimize your site for today’s mobile-centric SEO requirements.

What Is Mobile SEO and Why Is It Important?

Mobile SEO is aimed at optimizing your website to achieve better visibility in search engine results tailored specifically for mobile devices. This form of SEO not only seeks to improve search engine rankings but also focuses on enhancing the overall user experience for mobile users through both content and technology.

While mobile SEO shares similarities with traditional SEO practices, additional steps related to site rendering and content are necessary to meet the unique needs of mobile users and the speed requirements of mobile devices.

Is prioritizing mobile SEO a necessity for your website? How urgent is it?

Consider this: 58% of the world’s web traffic originates from mobile devices. Ignoring the needs of mobile users means potentially missing out on a significant amount of traffic.

Mobile-First Indexing

Since 2023, Google has prioritized mobile-first indexing with its crawlers. This means that the mobile experience of your site is crucial for efficient indexing, which precedes the application of ranking algorithms.

How Much of Your Traffic Is from Mobile?

The proportion of traffic from mobile devices can vary based on factors such as your industry and the search intent your content addresses. While B2B sites might attract primarily desktop users, certain content may be preferred on desktops for larger purchases, for example.

Regardless of your industry or user search intent, optimizing your site for mobile devices is becoming increasingly important for future-proofing your online presence.

How can you assess your current mix of mobile vs. desktop users?

You can easily determine the percentage of your users accessing your site via mobile devices using Google Analytics 4:

  1. Click on Reports in the left column.
  2. Click on the Insights icon on the right side of the screen.
  3. Scroll down to Suggested Questions and click on it.
  4. Select Technology.
  5. Choose Top Device model by Users.
  6. Then, click on Top Device category by Users under Related Results.

The breakdown of the top device categories will align with the selected date range in GA4.

You can also set up a report in Looker Studio.

  • Add your site to the Data source.
  • Add Device category to the Dimension field.
  • Add 30-day active users to the Metric field.
  • Click on Chart to select the view that works best for you.

You can enhance your analysis by adding more dimensions to delve deeper into the data, such as identifying which pages attract which type of users, analyzing the mobile-to-desktop mix by country, and determining which search engines drive the most mobile users to your site.

How to Check If Your Site Is Mobile-Friendly

Now that you understand how to create a report on mobile and desktop usage, it’s crucial to assess if your site is optimized for mobile traffic.

Although Google removed the mobile-friendly testing tool from Google Search Console in December 2023, there are still valuable tools available for evaluating your site’s mobile compatibility.

Bing offers a mobile-friendly testing tool that provides insights into:

  • Correctly configured viewport.
  • Page content fitting device width.
  • Readability of text on the page.
  • Sufficiently large and touch-friendly links and tap targets.
  • Detection of any other issues.

Google’s Lighthouse Chrome extension offers a comprehensive evaluation of your site’s performance across various factors, including load times, accessibility, and SEO.

To utilize Lighthouse Chrome extension:

  1. Install the Lighthouse Chrome extension.
  2. Visit your website in your browser.
  3. Click on the orange lighthouse icon in your browser’s address bar.
  4. Click “Generate Report.”
  5. A new tab will open, displaying your scores once the evaluation is complete.

Another option for utilizing the Lighthouse report is through Developer Tools in Chrome:

  1. Click on the three dots next to the address bar.
  2. Select “More Tools.”
  3. Choose Developer Tools.
  4. Navigate to the Lighthouse tab.
  5. Select “Mobile” from the dropdown menu.
  6. Click the “Analyze page load” button to initiate the evaluation.

Google also provides another valuable tool called PageSpeed Insights (PSI) for assessing your website’s performance:

  1. Go to https://pagespeed.web.dev/.
  2. Add your website’s URL into the provided field.
  3. Click “Analyze” to initiate the evaluation.

PageSpeed Insights will generate a report that integrates any Core Web Vitals scores, allowing you to understand the user experience your site offers and identify areas for improvement.

Another valuable tool for evaluating your website’s performance is WebPageTest.org:

  1. Visit https://www.webpagetest.org/.
  2. Enter your website’s URL.
  3. Initiate the test to obtain a graphical display of the processes and load times involved in rendering your webpages.

With WebPageTest.org, you can identify which processes are causing delays in loading your pages, pinpoint the components with the longest loading times, and understand how these factors impact your overall page load times.

Furthermore, you can simulate the mobile experience using Developer Tools in Chrome:

  1. Open Developer Tools in Chrome by clicking on the three dots next to the address bar and selecting “More Tools,” then “Developer Tools.”
  2. Toggle the device toolbar by clicking on the mobile device icon in the top-left corner or pressing Ctrl+Shift+M.
  3. Choose a mobile device from the dropdown menu to emulate its screen size and characteristics.
  4. Navigate to your website to experience it as a mobile user would, allowing you to assess its mobile-friendliness and performance.

Lastly, it’s essential to use your own mobile device to load and navigate your website. Here are some key considerations:

  • Does your website take an excessive amount of time to load on your mobile device?
  • Can you easily navigate through your site to find the most important information?
  • Is it straightforward to add items to the cart or perform desired actions?
  • Is the text on your website easily readable on a mobile screen?

Optimizing Your Site for Mobile-First

With the plethora of tools available, it’s crucial to monitor the Performance and Accessibility scores as they directly impact mobile users. By expanding each section within the PageSpeed Insights report, you can identify specific elements affecting your score, providing clear directives for your developers to optimize the mobile experience.

While mobile network speeds have improved globally over the years (the average speed in the U.S. has risen from 11.14 Mbps to 27.06 Mbps in just eight years), prioritizing speed and usability for mobile users remains critical.

Best Practices for Mobile Optimization

Unlike traditional SEO, which often revolves around aligning your language with user needs, mobile SEO tends to be more technical and SEO-heavy. While content alignment with user needs remains important, effective mobile search optimization necessitates collaboration with developers and designers.

Here are several key factors to consider for mobile SEO optimization:

Site Rendering

The responsiveness of your site across different devices is crucial for mobile SEO. Two common approaches to achieve this are responsive design and dynamic serving.

Responsive design, the more prevalent option, leverages cascading style sheets (CSS), flexible layouts, responsive content delivery networks (CDN), and modern image file types. This allows your site to adapt seamlessly to various screen sizes, orientations, and resolutions. Elements on the page adjust dynamically based on the screen size, ensuring optimal display across devices.

You can easily observe how responsive design works by resizing the window of your desktop browser and observing the adjustments in real-time.

Adaptive design, also known as dynamic serving, offers an alternative approach, where multiple fixed layouts are served dynamically to users based on their device. This method allows sites to present different layouts for desktop, smartphone, and tablet users, enabling customization of functionality based on device type. While it provides greater control over the user experience, adaptive design is less efficient compared to responsive design.

Two additional options not covered in detail here are Progressive Web Apps (PWA), which seamlessly integrate into a mobile app, and Separate mobile site/URL (no longer recommended).

Interaction to Next Paint (INP) is introduced by Google as a comprehensive measure of user experience, succeeding First Input Delay (FID). While FID measures the time from a user’s initial interaction with a page to the browser’s processing of event handlers, INP evaluates a website’s responsiveness throughout the page’s entire lifespan.

INP measures the delay between a user action, like clicking a button or typing, and the website’s provision of visual feedback. It quantifies the time visual feedback is obstructed after a user interaction. Notably, actions such as hovering and scrolling do not impact INP. However, keyboard-driven scrolling or navigational actions are considered keystrokes influencing INP.

An optimal INP score is under 200ms, indicating good responsiveness. Scores between 200ms and 500ms require improvement, while over 500ms suggests poor responsiveness. Common issues leading to poor INP scores include long JavaScript tasks and inefficient event callbacks. Heavy JavaScript execution can delay browser responsiveness, while poorly optimized event handlers may block the main thread, delaying visual feedback rendering.

To address INP issues, various free and paid tools are available for troubleshooting. A recommended starting point is checking INP scores by geographical location via treo.sh, providing insights into areas needing improvement.

Optimizing images is crucial for enhancing user experience on your website. Images not only enrich content but also impact page speeds and quality, particularly on mobile devices where screen sizes and resolutions vary.

To optimize images effectively:

  • Use responsive images that adapt to different screen sizes.
  • Implement lazy loading to prioritize the loading of visible content.
  • Compress images using WebP format for efficient loading. Learn more at: WebP Compression
  • Include images in your sitemap for better indexing and discoverability.

Avoiding intrusive interstitials is essential for maintaining a positive mobile experience. These pop-ups obstruct users from accessing content, which can lead to poor user satisfaction and possibly affect your site’s ranking.

Google places importance on the initial interaction users have after clicking on search results. Intrusive interstitials hinder user engagement and may impact how your site is perceived by search engines.

Not all pop-ups are considered bad. Interstitial types that are considered “intrusive” by Google include:

  • Pop-ups that cover most or all of the page content.
  • Non-responsive interstitials or pop-ups that are impossible for mobile users to close.
  • Pop-ups that are not triggered by a user action, such as a scroll or a click.

Structured Data

Most of the tips provided in this guide so far are focused on usability and speed and have an additive effect, but there are changes that can directly influence how your site appears in mobile search results.

Search engine results pages (SERPs) haven’t been the “10 blue links” in a very long time.

They now reflect the diversity of search intent, showing a variety of different sections to meet the needs of users. Local Pack, shopping listing ads, video content, and more dominate the mobile search experience.

As a result, it’s more important than ever to provide structured data markup to the search engines, so they can display rich results for users.

In the example below, you can see that both Zojirushi and Amazon have included structured data for their rice cookers, and Google is displaying rich results for both.

Incorporating structured data markup into your website can significantly impact its visibility in local and product-oriented search results. Employing JSON-LD enables you to annotate your pages’ business, product, and service information with Schema markup. If you utilize WordPress as your site’s content management system, numerous plugins are accessible to seamlessly integrate structured data into your content.

If you use WordPress as the content management system for your site, there are several plugins available that will automatically mark up your content with structured data.

  1. Schema Pro (https://wpschema.com/).

In a matter of minutes, you can add your preferred configurations to all your pages and posts.

Price: $79/month or $249/lifetime 

  1. All in One Schema Rich Snippets (https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/)

Price: Free

  1. Schema and Structured Data for WP & AMP (https://wordpress.org/plugins/schema-and-structured-data-for-wp/)

Price: Personal: $99, Webmaster: $149, Freelancer: $299, Agency: $499

  1. WP Review Plugin (https://wordpress.org/plugins/wp-review/)

Price: Personal (one site): $49/year or $236/lifetime, Developer (more than one site): $149/year or $596/lifetime, Agency (affiliate marketer): $299/year or $1,196/lifetime.

  1. WP SEO Structured Data Schema

(https://wordpress.org/plugins/wp-seo-structured-data-schema/)

Price: Free

Crafting content with mobile users in mind is paramount for engaging and retaining your audience. Here’s a breakdown of key considerations:

Content Style: Opt for concise writing tailored to mobile screens. Each point should succinctly fit a single line, and font sizes should adjust to screen resolution to prevent eye strain. Implementing dark or dim mode can further enhance readability. Keep headers brief, addressing searcher intent directly.

Tap Targets: Ensuring adequate size and layout of tap targets is crucial for seamless mobile navigation. Targets smaller than 48 pixels by 48 pixels or those overlapping with other elements can impair user experience and should be optimized.

Prioritizing These Tips: If optimizing for mobile seems daunting, prioritize key aspects for maximum impact:

  1. Responsive or Dynamic Rendering: Enable easy content consumption without zooming or horizontal scrolling.
  2. Content Style: Prioritize brevity and readability.
  3. Image Optimization: Transition to next-gen image formats and optimize for speed.
  4. Tap Targets: Facilitate smooth navigation and interaction.
  5. Structured Data: Enhance search engine visibility with rich results once foundational optimizations are in place.

By aligning content style and technical enhancements, you can create a seamless mobile experience that boosts engagement and drives results.

Google’s mission is to organize and make the world’s information universally accessible and useful. With an increasing number of users accessing information via mobile devices, it’s crucial to ensure a seamless mobile experience. Enhancing mobile SEO is essential to align with Google’s mission and remain relevant in today’s digital landscape.

If you found this article valuable and would like to discuss optimizing your website for mobile, we would be glad to lend a hand. Book a call. There’s no obligation.

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Dec 2023

Local Service Provider SEO: Convert Blog Content into Income with Expert Strategies

Mastering Local Service Provider SEO: Converting Blog Content into Income

 

Unlocking the potential of local service provider SEO is crucial for converting blog content into income. Whether you’re an online, physical, or hybrid service provider, understanding how to optimize keywords is the key to reaching your target audience. In this article, we’ll delve into effective strategies tailored for service providers.

Localized Keyword Research Tactics:

When it comes to local service provider SEO, keyword research is paramount. While tools like Google’s Keyword Planner are valuable, understanding your area and audience is equally important. By combining total search volumes with demographic insights from larger cities or the nation, you can estimate local demand more accurately.

Pro-tip: Leverage demographic information from the census website to refine your local keyword research.

 

Personalizing SEO With Local Insights:

Tailor your SEO efforts to your specific location and audience. For instance, if you run a daycare service in a city with a high population of professionals, focus on keywords like “childcare in downtown [Your City].” Avoid targeting neighborhoods where your audience doesn’t reside.

Consider incorporating modifiers like “open late” or location-specific phrases (e.g., “near Chinatown”) to align with the needs of busy professionals. Provide valuable content that reflects your knowledge of the area, and ensure your business information, including hours of operation, is prominently displayed.

 

Long Tail and Longer Phrasing:

Uncover the money phrases by thinking about the unique needs of your audience. Craft content around long-tail keywords like “how to fix XYZ issue,” addressing common problems in your service area. Incorporate a call to action for DIYers and consider promoting services or products related to the repairs.

Utilize YouTube for “how-to” topics and observe popular videos for inspiration. Implement these strategies not only for local services but also for nationwide offerings, categorizing your blog content effectively.

 

Local Service Blogging and SEO Strategy:

Explore your audience’s questions and address specific local concerns. If your service varies based on climate (e.g., handyman or plumber), create content that educates locals on identifying and solving common problems. Use remarketing pixels to promote services and consider offering home upkeep subscription packages for recurring revenue.

Divide keywords based on intent – optimize how-to guides for DIYers and service pages for those seeking professional help.

 

Monetizing Your Service-Based SEO Efforts:

Maximize income potential without physical products by building a newsletter list. Sell sponsorships, use affiliate links strategically, and join ad networks for additional revenue streams. Ensure you guide your audience to platforms you control, such as newsletters or forums, fostering a sense of community.

 

Conclusion:

Mastering local service provider SEO requires a strategic approach to keyword optimization. By understanding your audience, tailoring content, and monetizing effectively, you can convert blog content into a sustainable source of income. Embrace these strategies and thank you for reading.

Mar 2023

Professional SEO Services – Boost Your Business Growth

 

Professional SEO Services | Boost Your Business Growth with Sapient eCommerce

Professional SEO Services

Search Engine Optimization (SEO) is an essential part of any digital marketing strategy. It helps businesses increase their visibility in search engine results pages (SERPs) and drive more targeted traffic to their websites. However, SEO can be a complex and time-consuming process that requires specialized knowledge and expertise. That’s where professional SEO services come in.

In this blog post, we’ll discuss the importance of SEO and how professional SEO services can help businesses improve their online visibility and drive more targeted traffic to their websites. We’ll also provide an overview of the services that Sapient eCommerce offers as a leading SEO strategist in the field.

 

Why SEO Matters

SEO is important because it helps businesses get found by potential customers when they search for products or services online. When people use search engines like Google or Bing, they enter keywords or phrases that are relevant to what they’re looking for. The search engine then returns a list of results that are ranked based on a number of factors, including the relevance and quality of the content on the website.

Studies have shown that the majority of people never click past the first page of search results. In fact, the top three organic search results receive more than 60% of clicks. This means that if your website isn’t ranking well in search results, you’re missing out on a significant amount of potential traffic and customers.

SEO can also help businesses build credibility and trust with potential customers. When a website appears at the top of search results, people tend to see it as more trustworthy and authoritative. This can lead to more clicks, more engagement, and ultimately more conversions.

However, SEO is not a one-time fix. It requires ongoing maintenance and optimization to stay ahead of the competition and maintain top rankings in search results. This is where professional SEO services come in.

 

What are Professional SEO Services?

Professional SEO services are designed to help businesses improve their online visibility and drive more targeted traffic to their websites. These services typically include a range of strategies and tactics, such as:

Keyword research: This involves identifying the keywords and phrases that potential customers are using to search for products or services related to your business.

On-page optimization: This includes optimizing the content on your website to make it more search engine friendly. This may involve optimizing meta tags, headers, and content to target specific keywords.

Off-page optimization: This involves building high-quality backlinks to your website from other authoritative websites in your industry.

Technical SEO: This includes optimizing your website’s structure, code, and functionality to make it more search engine friendly.

Local SEO: This involves optimizing your website and online presence to rank well in local search results.

Content creation: This involves creating high-quality, relevant content that engages your target audience and drives traffic to your website.

Analytics and reporting: This involves tracking and analyzing website traffic and performance to identify opportunities for improvement and measure the success of SEO efforts.

Professional SEO services are typically provided by experienced SEO strategists who have a deep understanding of search engine algorithms and best practices. They use a variety of tools and techniques to help businesses improve their online visibility and drive more targeted traffic to their websites.

 

Why Sapient eCommerce?

Sapient eCommerce is a leading SEO strategist that offers a range of professional SEO services to help businesses improve their online visibility and drive more targeted traffic to their websites. Here are some reasons to choose Sapient eCommerce for your SEO needs:

Experienced Team of SEO Experts

Sapient eCommerce has a team of experienced SEO experts who are well-versed in the latest SEO techniques and trends. They have worked with a variety of clients across different industries and have a track record of delivering measurable results. Whether you’re looking to improve your website’s rankings, increase organic traffic, or drive more sales, Sapient eCommerce has the expertise to help you achieve your goals.

Customized SEO Strategies

At Sapient eCommerce, we understand that each business is unique and has its own set of goals and challenges. That’s why we don’t believe in a one-size-fits-all approach to SEO. We work closely with our clients to understand their specific needs and create customized SEO strategies that are tailored to their business objectives. Our strategies are data-driven and focused on delivering long-term results.

Comprehensive SEO Services

Sapient eCommerce offers a comprehensive range of SEO services that cover everything from keyword research and on-page optimization to link building and content marketing. We use a holistic approach to SEO that takes into account all the factors that affect your website’s visibility and search engine rankings. Our goal is to help you create a strong online presence that drives targeted traffic to your website and boosts your brand’s visibility.

Transparent Reporting

At Sapient eCommerce, we believe in transparency and accountability. We provide our clients with detailed reports that show the progress of their SEO campaigns and the results they’re achieving. Our reports include data on website traffic, keyword rankings, and other key metrics, so you can see how your SEO strategy is performing and make informed decisions about your marketing budget.

Proven Results

We have a proven track record of delivering results for our clients. Our SEO strategies have helped businesses across different industries increase their online visibility, drive more traffic to their websites, and generate more leads and sales. We use ethical SEO practices that comply with search engine guidelines and focus on delivering sustainable, long-term results for our clients.

Sapient eCommerce is a leading SEO strategist that offers a range of professional SEO services to help businesses improve their online visibility and drive more targeted traffic to their websites. With a team of experienced SEO experts, customized strategies, comprehensive services, transparent reporting, and proven results, Sapient eCommerce is a trusted partner for businesses looking to succeed in the digital landscape.

Dec 2022

GOOGLE SAYS: E-A-T is “very important”

Google says E-A-T is very important to your website ranking well.

GOOGLE SAYS: E-A-T is “very important.” Soooo, E-A-T is Muy Importante!

What is E-A-T?

Expertise, Authoritativeness, and Trustworthiness.

E-A-T is part of Google’s algorithm, and it is woven into Google’s Search Quality Evaluator Guidelines.

What’s that got to do with you? If Google takes a look at your website and determines that (1) You do not possess EXPERTISE, (2) Your website is not AUTHORITATIVE, and (3) Your company is not TRUSTWORTHY, Google WILL NOT send its customers (those searching for your products and services) to your site.

What is E-A-T?

E-A-T means Expertise, Authoritativeness, and Trustworthiness.

E-A-T is part of Google’s algorithm and baked into Google’s Search Quality Evaluator Guidelines.

GOOGLE SAYS: E-A-T is “very important.” Soooo, E-A-T is Muy Importante!

E-A-T signals what Google and potential customers are looking for—expert-level content that answers all the right questions.

E-A-T first showed up in Google’s Search Quality Guidelines in 2014 and has progressively become one of the most important aspects of SEO. It became especially critical after the August 2018 Google Medic update.

Having stellar SEO content to support E-A-T can improve your chances of scoring prime Search Engine Results Page (SERP) real estate and outlasting the test of future Google algorithm updates.

The Basics of E-A-T

 In its Search Quality Evaluator Guidelines, Google explains that E-A-T content has a “high level of Expertise, Authoritativeness, and Trustworthiness.” Putting this high-level content on your website can result in the following benefits:

  • Higher search engine rankings: Google’s algorithm loves content that promotes your site’s E-A-T.
  • Increased behavioral metrics: This would be time viewers spend on webpages and click-throughs to other pages of your site.
  • Increased social shares and backlinks: People are more likely to share your work if it is viewed as valuable E-A-T material.
  • More featured snippets: You know the top of Google’s search results? That’s where you’ll be, commanding attention over even the first paid ads.

See How Sapient eCommerce Can Drive More Traffic to Your Website

  • SEO – unlock more SEO traffic. See real results.
  • Content Marketing – our team creates VALUABLE CONTENT that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

Schedule a Call.

CLICK HERE

 

Still a little unsure what these E-A-T marketing concepts mean?

Let’s dive deeper.

Expertise

You are obviously an expert in your field. How are you going to show your audience what you know?  By creating expert-level content. What does that look like in practice?

Say you own an HVAC business, and you want to create content to help potential customers. You need to create content that indicates the level of your knowledge and professionalism.

Developing Expert Content

 

For example, on Pack-Timco’s site they write about Indoor Air Quality in residential building. That’s just one the valuable topics around which content is developed. They have determined exactly what their audience needs to know by analyzing data pulled from users’ Search Intent.

You can also speak from an area of experience on a topic to show expertise.

A Dentist can show the most effective methods for brushing and flossing to prevent cavities. A seasoned Dentist has the experience and expertise to give advice and instructions.

If you’re creating content about something not entirely in your skillset, do plenty of in depth research and credit your sources. You can also collaborate with trusted subject matter experts to create content that delivers value to those in the “searching for information” phase of the buying cycle.

The goal is for your audience to see you as a trusted expert in the field and rely on you and your product or service. It all comes down to becoming the go-to in your niche by providing users with the accurate, high-quality content they’re seeking.

Authoritativeness

Being considered an expert is the first step. You must also show that you are an authority.

Authority is established when your work receives mentions within your niche or niche topics. The goal is to have relevant websites with established authority to promote your content. Other experts linking to your content demonstrates how polished and trusted your work is. This shows that your content delivers what the headlines and title tags promise.

The more your content regularly earns backlinks and mentions on other sites, the more your content will be perceived as authoritative.

You simply cannot have SEO success without authority. While backlinks are best, mentions in the news or on social media regarding your niche are also golden in Google’s eyes.

Trustworthiness

Being a trusted space is quite an honor. Your website will not rank as high on Google if your content lacks credibility. Trustworthy, quality content is accurate, up to date, and flows well from the titles to the copy.

If you want a trustworthy site, quick load times and user-friendly navigation are a must.

Here are five more quick tips to ensure your site is trustworthy:

  • Make sure to note whom to contact regarding site ownership.
  • State the physical location (i.e., office, store address, etc.).
  • Have a Terms and Conditions page accessible for users.
  • Ensure the security of your website’s domain. (Note: Google values HTTPS implementation to protect users’ data).
  • When providing expertise, cite all sources when appropriate. Remember to link to authoritative websites.

 

Jun 2022

Keyword Research and Strong Meta Header Tags & Meta Descriptions

If your website is not attracting the amount of traffic you’d like, a lack of keyword research and lack of or poorly written and organized Meta Data is the usual suspect.

  1. Meta Data
  2. Title Tags
  3. Header Tags
  4. Meta Descriptions

The first step in driving traffic to your website is to conduct thorough keyword research based on the words used by your ideal customers when they search for your products and/or services. That’s beating a dead horse at this point.  However, if you want Google to actually recognize your target keywords and present your website to those potential customers, you must optimize, that is, weave those targeted keywords into your site’s pages and be clever about it.

Meta Data. Think of it as a Table of Contents. When Google wants to know what a webpage is about, they take a read through , crawl, the table of contents in search of keywords that match search queries. Of the three elements of meta data, your title tag is the most important to Google, hence, the most important to everyone who matters. Here’s an example of the connection between a potential customer’s search intent and your title tag.

If someone is in the market for a design/build contractor in Miami, for example, and enters those keywords in a search:

search engines begin to search for websites that contain these keywords within their title tags. After all, what good is a search engine if it doesn’t find what I’m searching for.

  • Note that the keywords “Residential Design/Build…” are underlined and highlighted along with the company name. This is the site’s homepage title tag.
  • Note also that the keywords are BOLDED within the meta description (we’ll get to this later).
  • Final note on title tags: Although there isn’t a direct correlation between keyword-rich title tags and first place rankings on Google, if you search any competitive keyword or keyword phrase on Google, almost all of the top ranking results use exact keywords in their title tags. Idk
  • Final, final note: keep title tags under 60 characters, 55 characters is best.

Speaking of reading a text, all the best students know how to read quickly and efficiently. They never ever read a textbook straight through. The best ones use the SQ3R method or one similar to it. They read the title, then go through reading “Headings” and “Subheadings” to understand the structure and purpose of the text. Google is an excellent reader. Think of the H1 heading tag as you would the heading of a chapter in a textbook and the H2 as an important but subordinate subheading ( there’s also H3, H4, H5, H6, etc., but they are pretty insignificant as far a search engines are concerned). The H1 and H2 headings should be on each page of a website. They serve as the title of the page visible to both search engines and visitors. They inform both Google and visitors about the purpose and structure of the page. It makes sense, therefore, to “naturally” wrap these headers tags in the same keywords used in the title tag.  It adds a flow factor to the reading.

A friendly reminder – one size does not fit all. You do not optimize a website. You optimize each page of the site. Each page should have  its own distinct title tag, header tags, and meta description. If they do not, the site is perfectly positioned to get dinged in the head by Google for duplicate content, a BIG no-no. We must agree. Who enjoys reading the same content over and again?

Finally, Meta Descriptions, shh! It’s a secret. Meta descriptions cannot be seen on a website page or within a browser. It appears in search results under the title tag and URL. A meta description is the block of text that describes the content visitors will find on the corresponding webpage.

The keywords included in meta descriptions, those BOLDED, are not ranking factors. They do, however, match the keywords used by users in their search query. They can, therefore, be used to direct traffic to your website thereby increasing your site’s click through rate (CTR), another important Google ranking factor.

Take-Home Message

It’s all about delivering value to the people who visit your website in search of information, services, or products. They are all looking for answers to solve an existing problem. Your job is to present valuable information that answers the call. If your site enhances the viewer’s experience, even just with heading tags and meta descriptions, this will lead to positive results for your company, the user, and the search engines.

By optimizing keywords into your website pages, it sends a signal to Google letting it know that your content is relevant, valuable, and trustworthy.

Final note, promise: If you do not write your own meta tags, Google will write them for you. They’re excellent readers but no so hot when it comes to writing.

 

Feb 2022

DIY Keyword Research & Analysis

 

Keyword Research and Analysis
KEYWORD RESEARCH
Understand what your audience wants to find.

How do you determine which strategic keywords to target in your website’s content, and how so you craft that content to satisfy both users and search engines?

The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products.

Keyword research provides you with specific search data that can help you answer questions like:

  • What are people searching for?
  • How many people are searching for it?
  • In what format do they want that information?

In this article you’ll learn about tools and strategies for uncovering that information, as well as tactics that’ll help you avoid keyword research foibles and build strong content. Once you uncover how your target audience is searching for your content, you begin to uncover a whole new world of strategic SEO!

Before keyword research, ask questions

Before you can help your business grow through search engine optimization, you first have to fully understand who your customers are.

This is where corners are often cut. Too many people bypass this crucial planning step because keyword research takes time, and why spend the time when you already know what you want to rank for?

The answer is that what you want to rank for and what your audience actually wants are often two wildly different things. Focusing on your audience and then using keyword data to hone those insights will make for much more successful campaigns than focusing on arbitrary keywords.

Here’s an example. Frankie & Jo’s (a Seattle-based vegan, gluten-free ice cream shop) has heard about SEO and wants help improving how and how often they show up in organic search results. In order to help them, an SEO agency would first need to understand a little more about their customers. To do so, one might ask questions such as:

  • What types of ice cream, desserts, snacks, etc. are people searching for?
  • Who is searching for these terms?
  • When are people searching for ice cream, snacks, desserts, etc.?
    • Are there seasonality trends throughout the year?
  • How are people searching for ice cream?
    • What words do they use?
    • What questions do they ask?
    • Are more searches performed on mobile devices?
  • Why are people seeking ice cream?
    • Are individuals looking for health-conscious ice cream specifically or just looking to satisfy a sweet tooth?
  • Where are potential customers located — locally, nationally, or internationally?

And finally — here’s the kicker — how can we help provide the best content about ice cream to cultivate a community and fulfill what all those people are searching for? Asking these questions is a crucial planning step that will guide keyword research and help craft better content.

What terms are people searching for?

You may have a way of describing what you do, but how does your audience search for the product, service, or information you provide? Answering this question is a crucial first step in the keyword research process.

Discovering keywords

You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there! You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. We’ll get into search volume in greater depth in the next section, but during the discovery phase, it can help you determine which variations of your keywords are most popular amongst searchers.

Once you enter in your seed keywords into a keyword research tool, you will begin to discover other keywords, common questions, and topics for your content that you might have otherwise missed.

Let’s use the example of a florist that specializes in weddings.

Typing “wedding” and “florist” into a keyword research tool, you may discover highly relevant, highly searched for related terms such as:

  • Wedding bouquets
  • Bridal flowers
  • Wedding flower shop

In the process of discovering relevant keywords for your content, you will likely notice that the search volume of those keywords varies greatly. While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they’re far less competitive.

Since both high- and low-competition keywords can be advantageous for your website, learning more about search volume can help you prioritize keywords and pick the ones that will give your website the biggest strategic advantage.

Diversify!

It’s important to note that entire websites don’t rank for keywords — <em>pages</em> do. With big brands, we often see the homepage ranking for many keywords, but for most websites this isn’t usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it’s so important to diversify your website’s pages by optimizing each for uniquely valuable keywords.

 How often are those terms searched?

Uncovering search volume

The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc.) are clogging up a keyword’s result page, difficulty will increase. Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.

Typically, the higher the search volume, the greater the competition and effort required to achieve organic ranking success. Go too low, though, and you risk not drawing any searchers to your site. In many cases, it may be most advantageous to target highly specific, lower competition search terms. In SEO, we call those long-tail keywords.

Understanding the long tail

It would be great to rank #1 for the keyword “shoes”… or would it?

It’s wonderful to deal with keywords that have 50,000 searches a month, or even 5,000 searches a month, but in reality, these popular search terms only make up a fraction of all searches performed on the web. In fact, keywords with very high search volumes may even indicate ambiguous intent, which, if you target these terms, it could put you at risk for drawing visitors to your site whose goals don’t match the content your page provides.

Does the searcher want to know the nutritional value of pizza? Order a pizza? Find a restaurant to take their family? Google doesn’t know, so they offer these features to help you refine. Targeting “pizza” means that you’re likely casting too wide a net.

If you’re searching for “pizza,” Google thinks you may also be interested in “cheese.” They’re not wrong…

 

Was your intent to find a pizza place for lunch? The “Discover more places” SERP feature has that covered.

The remaining 75% lie in the “chunky middle” and “long tail” of search.

Don’t underestimate these less popular keywords. Long tail keywords with lower search volume often convert better because searchers are more specific and intentional in their searches. For example, a person searching for “shoes” is probably just browsing. On the other hand, someone searching for “best price red women’s size 7 running shoe” practically has their wallet out!

Sapient eCommerce can show you which keywords your pages are ranking for, their search volume, difficulty, and more.

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Getting strategic with search volume

Now that you’ve discovered relevant search terms for your site and their corresponding search volumes, you can get even more strategic by looking at your competitors and figuring out how searches might differ by season or location.

Keywords by competitor

You’ll likely compile a lot of keywords. How do you know which to tackle first? It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. On the flip side, you could also see which keywords from your list your competitors are already ranking for and prioritize those. The former is great when you want to take advantage of your competitors’ missed opportunities, while the latter is an aggressive strategy that sets you up to compete for keywords your competitors are already performing well for.

Keywords by season

Knowing about seasonal trends can be advantageous in setting a content strategy. For example, if you know that “Christmas box” starts to spike in October through December in the United Kingdom, you can prepare content months in advance and give it a big push around those months.

Keywords by region

You can more strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states in the Google Keyword Planner (https://ads.google.com/home/#!/), or evaluate “interest by subregion” in Google Trends (https://trends.google.com/trends/?geo=US). Geo-specific research can help make your content more relevant to your target audience. For example, you might find out that in Texas, the preferred term for a large truck is “big rig,” while in New York, “tractor trailer” is the preferred terminology.

Which format best suits the searcher’s intent?

We have previously covered SERP features. That background is going to help us understand how searchers want to consume information for a particular keyword. The format in which Google chooses to display search results depends on intent, and every query has a unique one. Google describes these intents in their Quality Rater  Guidelines

https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf

as either “know” (find information), “do” (accomplish a goal), “website” (find a specific website), or “visit-in-person” (visit a local business).

While there are thousands of possible search types, let’s take a closer look at five major categories of intent:

  1. Informational queries: The searcher needs information, such as the name of a band or the height of the Empire State Building.

2. Navigational queries: The searcher wants to go to a particular place on the Internet, such as Facebook or the homepage of the NFL.

 

3. Transactional queries: The searcher wants to do something, such as buy a plane ticket or listen to a song.

4. Commercial investigation: The searcher wants to compare products and find the best one for their specific needs.

5. Local queries: The searcher wants to find something locally, such as a nearby coffee shop, doctor, or music venue.

An important step in the keyword research process is surveying the SERP landscape for the keyword you want to target in order to get a better gauge of searcher intent. If you want to know what type of content your target audience wants, look to the SERPs!

Google has closely evaluated the behavior of trillions of searches in an attempt to provide the most desired content for each specific keyword search.

Take the search “dresses,” for example:

By the shopping carousel, you can infer that Google has determined many people who search for “dresses” want to shop for dresses online.

There is also a Local Pack feature for this keyword, indicating Google’s desire to help searchers who may be looking for local dress retailers.

If the query is ambiguous, Google will also sometimes include the “refine by” feature to help searchers specify what they’re looking for further. By doing so, the search engine can provide results that better help the searcher accomplish their task.

Google has a wide array of result types it can serve up depending on the query, so if you’re going to target a keyword, look to the SERP to understand what type of content you need to create.

Tools for determining the value of a keyword

How much value would a keyword add to your website? These tools can help you answer that question, so they’d make great additions to your keyword research arsenal:

Input a keyword in Keyword Explorer and get information like monthly search volume and SERP features (like local packs or featured snippets) that are ranking for that term. The tool extracts accurate search volume data by using live clickstream data.

Google Keyword Planner –  https://ads.google.com/home/#!/

Google’s AdWords Keyword Planner has historically been the most common starting point for SEO keyword research. However, Keyword Planner does restrict search volume data by lumping keywords together into large search volume range buckets.

Google Trends –  https://trends.google.com/trends/?geo=US

Google’s keyword trend tool is great for finding seasonal keyword fluctuations. For example, “funny Halloween costume ideas” will peak in the weeks before Halloween.

This free tool populates commonly searched for questions around a specific keyword. Bonus! You can use this tool in tandem with another free tool, Keywords Everywhere, to prioritize ATP’s suggestions by search volume.

Provides some really neat competitive keyword data.

Now you know how to uncover what your target audience is searching for and how often. The next step is learning to craft pages in a way that users will love and search engines can understand. It’s called On-Site Optimization.

Source: Britney Muller at Moz

 

Feb 2022

What Do You Hope to Gain From Your SEO Approach?

SEO search engine optimization concept on blackboard

When analyzing companies that rank highly in Internet Searches it becomes obvious that they are not only liked by Google but also by their target audience.

There is no one-size-fits-all approach to digital marketing. Each business has to have a different approach depending on the consumer behavior in your particular industry. One important take-home message is that companies in all industries get more traffic organically via SEO and Social Media than from paid search via Pay Per Click (PPC) and Google Ads.

Website Traffic Volume (the volume of users visiting a website) is driven by a mix of different Intent Keywords. How many people visit your website will depend on the website’s purpose, the visitors’ own goals, and the way in which they discovered the site.

When creating content for your website and blog, target keywords with low difficulty and high volume instead of attempting to rank for highly competitive keywords that may be out of reach or that would take a very long time to rank for.

Finally, remember it’s a two-step process: increasing website traffic does not mean you are making sales. Your traffic has to be directed to well-designed pages that deliver an enjoyable user experience that provide valuable content. That is, each page on your website has to be fully optimized.