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3 Powerful On-Page Optimizations to Power Up Your Content

Posted by on Aug 1, 2021 in SEO Articles | Comments Off on 3 Powerful On-Page Optimizations to Power Up Your Content

It’s not easy to write content that ranks in Google and drives conversions, but if you follow a few simple steps, you’ll be well on your way to ranking, and to engaging customers on all types of devices.

Six content ideas to supercharge your marketing in 2021

Posted by on Jul 30, 2021 in SEO Articles | Comments Off on Six content ideas to supercharge your marketing in 2021

Six content ideas to supercharge your marketing in 2021

30-second summary:

Keyword research is at the heart of understanding where your business stands and what your end-users expect
Surveying or monitoring your analytics is a great way of listening to your customers or readers for effective content ideas
Seasonality is a great way to find fresh content ideas by finding angles where your primary topic overlaps with seasonal interests
Collaborate and meet real people – use every opportunity (events, meetups, live sessions) to talk to people and listen to what they’d be interested in consuming
Use “question research” to understand the existing information gaps in the market
Re-package your old, better-performing content into new (updated) assets

If you feel like everything has already been written and you have no idea what else you can write about, here are six content ideas for you that help you come up with valuable and engaging content this year:

1. Use new keyword research tools

Keyword research is not just for SEO! They can give you in-depth insight into your audience’s interests, questions, and struggles. Research and address them in your content.

The key is to try a new tool from time to time. Why? Each tool uses a different data source or a different output or a different way to organize those keywords. Any of these will be enough to give you lots of content ideas.

Luckily, we have quite a few tools to choose from.

Kparser

This tool will give you pretty much everything you need to create a good topic list. Or at least point you in the right direction. Look at the left-hand channel to find popular concepts around your main topic and build your content around those!

Source: Screenshot by the author

Kparser offers a premium version for $69 a month but I’ve always been using its free version which is great!

KeywordTool.io

KeywordTool.io allows access to lots of data sources, including Google, Youtube, Amazon, Instagram, and Twitter.

(Content ideas sourced from Amazon)

Source: Screenshot made by the author

The tool will give you lots of ideas for free but to see each keyword analysis, you need to upgrade to one of the listed plans.

Answer the Public

This one you may not have heard of. It features a man called ‘The Seeker’, who impatiently awaits your questions. You put in keywords or phrases, he suggests some interesting topics.

Apart from being a great keyword research tool, this one is also great for question research (see my #5 tip on the list!) Using different ways to group and organize your keyword lists will likely uncover more ideas. These grouping techniques include keyword clustering and semantic research.

Source: Screenshot by the author

Answer the Public is freemium and comes at $79/month minimum if you pay for a year, but frankly I’ve never had to upgrade as the free version is simply awesome!

2. Turn to your actual customers for ideas

You know who you really need to listen to. Correct, your current and future customers. You want your content to make a difference for your bottom line, not just bring your word out there, no matter if anyone is there listening or not.

You don’t just want to be heard, you want to be heard by your target audience.

You can even gamify that process by building up your surveys with visualization tools, here are some extra tips on that.

You can offer a good mix of generic questions (like, ask about their lifestyle) which would help you build up your customers’ personas and target them better. Then come your brand-specific questions:

“What questions did you have when browsing our services?”
“Were they sufficiently covered on the site?”

The latter will help you improve your site performance too.

The cool thing is that you will also be able to use your survey results in site content and articles, making your site intent-rich, trustworthy, and linkable.

It’s also a wise idea to set up a well-defined routine to help you record your customers’ questions as they come. This will help you in both content planning and social media goals.

Slack is a nice tool to help your in-team communication and idea-sharing. Simply set up a separate Slack channel and encourage your customer and support team to send your customers’ questions there as soon as they come across any.

Using your web analytics is another way to listen to your customers and readers. Finteza is a great solution to better understand which content and on-page elements your site users respond to best. It supports a variety of events including mouse-overs, clicks, and downloads allowing you to measure which content does a better job engaging your readers:

Source: Finteza

3. Take seasonal trends into account

There are holidays and seasonal trends to include in your content editorial plans. When you catch a trend, there’s always a huge boost of interactions, new followers, and clicks.

Source: Screenshot by the author

The great thing about seasonal trends is that you can plan your editorial calendar months in advance because they are easy to predict and repeat yearly. This means you’ll be able to re-use your calendar as a reference point to structure your seasonal content strategy and improvise for maximum success.

Simply sit down and plan your content assets for upcoming big holidays, seasonal events like spring cleaning season, summer holidays, Amazon Prime Day, and other noteworthy days that are relevant to your target customers.

Source: Screenshot by the author

You can use Google Spreadsheets to create your content roadmap. To better focus on ideation and get more inspired, I usually start with planning my seasonal content using a printable calendar which you can easily find using these steps.

There are handy calendar apps that can even integrate into WordPress to keep track of those holidays you may want to include in your social media editorial plan.

You can schedule social media updates as far as one year ahead to make sure there’s always something going on your brand channels no matter how busy you get.

4. Get out into the world

We have a tendency to look for our inspiration online because we are targeting an internet-based audience, which is totally understandable: you can discover so many wonderful topics on the web. It just isn’t the only place we can look and purely searching online actually limits our scope, and so our returns.

The most popular piece of content is one that comes from the real world. People love personal stories!

Go out into the real world. Seek out events in your industry, or things that are tangentially related. Discover how everyday experiences connect to your niche and use your social media channels as a platform to explain and share with others.

Get out of cyberspace and into meet-space!

A good way is to engage with your local community (now in a safe and socially distanced way!)

This serves as a great way to understand the pulse of your audience/target customers, their intent, and personal experiences that impact their decisions. Plus, you also earn a chance to introduce new people to your brand.

You can also connect with other local brands, businesses, and business owners and potentially work out some topic ideas that way.

5. Find out what people are asking online

Question research offers a few important marketing opportunities:

Questions give you lots of insight into what your target audience is struggling with and how to best help them
Questions are your best content ideation source
Covering niche questions online opens up more organic search visibility opportunities including getting featured and ranking in “People Also Ask” results
Asking a question on social media is one of the most important ways to increase your social media engagement because whenever they see a question mark, people have that natural reflex to stop and find an answer

So ask questions on social media often and engage with answers you receive.

If you are open to trying tools to bolster this exercise, Text Optimizer is a smart option. All you Just type your keyword into its “Topic Ideas” section and it will generate a list of topic ideas for you:

Source: Screenshot by the author

Every question is rated based on how many people are searching for it and how many sites are covering it – giving you a clear analysis of demand vs competition which informs your decision making.

The tool is paid and I am not aware of any alternatives. But the good thing is, question research will be mostly free. You will get some content ideas without the need to pay or register an account.

Quick tip: If you install their Google Chrome extension, most of that analysis will come for free as long as you use Google Chrome.

Source: Screenshot by the author

6. Learn the art of content re-packaging

Right off the bat, re-packaging content is going to be the best weapon in your arsenal. It takes what you already have and makes it stretch, getting more out of every piece you write. A lot of those prolific writers are using this tactic, albeit at its extreme. That is how they manage to get so much out without others writing for them.

So what does re-packaging content entail? It is creating new content directly from the old. Some ways to do that are:

Collecting articles into an ebook to give away on your site (As a bonus, this would also make a great lead magnet!)
Creating a webinar with the information you have written
Turning your content series into a (mini) email course
Creating newsletters
Recording a podcast with the old post content
Shooting a video with the old post content
Converting info from posts into infographics
Making a Slideshare presentation with condensed slides
Writing new posts based on small details mentioned in old posts that have been expanded

These are only a few examples, but you get a general idea. A piece of content should never remain on its own without some form of recycled item coming out of it.

Looking at that list of ideas for re-packaging old content, did any of them stand out as forms of media you have never tried before? It may be time to start expanding what you create and produce something brand new.

This will attract a new kind of audience, one that is drawn to the media in question. Do you usually write blog posts? Start making infographics or videos. Never done a Slideshare slideshow? Consider it now, and see if it gets any bites.

You will be able to recycle your content better this way, and it will keep you from being burnt out. That will inevitably have an impact on the speed and quality of your content creation.

Content ideation isn’t easy and moreover, it is a continuous struggle. Let’s hope these ideas will get you out of that writer’s block!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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The post Six content ideas to supercharge your marketing in 2021 appeared first on Search Engine Watch.

How Location Page Providers Stack Up for Core Web Vitals

Posted by on Jul 29, 2021 in SEO Articles | Comments Off on How Location Page Providers Stack Up for Core Web Vitals

How Location Page Providers Stack Up for Core Web Vitals

Core Web Vitals are everywhere in the SEO news these days. We’ve known for years that slower website loading results in conversion loss, and that it impacts ranking, but now we have three metrics to focus on: Cumulative Layout Shift, Largest Contentful Paint, and First Input Delay. 

For businesses with physical locations, location pages tend to be some of the most important on the website. As such, we want location pages to have a fast and stable loading experience, which we can now measure with Core Web Vitals (CWV) metrics. 

But for businesses with hundreds or thousands of locations, location page creation and maintenance is frequently done by a third party. Companies like Uberall, Rio SEO, Yext, and BirdEye all provide location pages for multi-location brands. 

So how do these third party companies stack up when it comes to Core Web Vitals? I checked!

But Why Though? 

Often when working with multi-location brands I get questions about which location provider offers the best services. Now that Core Web Vitals are a ranking factor, it’s important to keep performance scores in mind when choosing a location page provider. Of course, CWVs are only one of many ranking factors, so this shouldn’t be the only SEO consideration when choosing a provider. The intention of my research is to help brands understand what they should be looking for from a performance standpoint when choosing how to manage their location pages.

 

Methodology*:

I looked at over 100 multi-location business websites and made note of their location provider when it was managed by a third party. I then took up to 100 location pages (unique URLs) from each site and ran them through LightHouse, which simulates a Poor 4G mobile connection. (By me, I mean our fantastic TechOps team created a script that allows me to run URLs through LightHouse. This team is seriously the best.) I then analyzed each of the providers for average CLS, LCP, and TBT (using LightHouse means I have to use Total Blocking Time instead of FID). I did this exercise twice to ensure relative consistency in results, since LightHouse returns lab data (real time performance). 

 

Some disclaimers: 

It’s harder than you might expect to figure out which company is providing location pages for a particular website. Brands like Yext and Chatmeter put it clearly in the code (which you’re able to find by inspecting the page), but other companies don’t. I did my best to find several domains for each brand and to match them to the correct provider, but there’s a chance I’m wrong on a few of these. Call me out on it and I’ll update the data! 
Most of these examples are for brands in the United States. If your website is in another country and managed by these location providers, I’d recommend asking for examples of domains in your country managed by these brands to perform manual checks yourself.
For some of these providers it’s not clear who is responsible for hosting the location pages. If the hosting is different, pagespeed is also likely different. And some providers offer very custom pages which may impact CWV. 

 

The Providers

The location page providers that I encountered most frequently and used in this analysis are:

BirdEye
ChatMeter
Rio SEO
SOCi
Uberall
Yext

 

The Results
Cumulative Layout Shift

CLS scores measure visual stability of the page. The size of an element and the amount that it shifts impact the score. CLS is the only score not based on speed. Good CLS scores are .1 and under. The “needs improvement” range is between .1 and .25, and anything over .25 is considered bad. 

Overall, the location page providers all have acceptable cumulative layout shift scores. Yext and SOCi have the worst scores, but these are still in the “needs improvement” range. In fact, only three of the 21 domains I analyzed have CLS scores in the “bad” range (over .2). 

For SOCi, I only had 2 domain examples – anytimefitness.com and nekterjuicebar.com. Anytime Fitness has terrible CLS scores due to an above-the-fold image lazy loading into place, but Nekter Juice Bar has minimal shifting (.02). I’m hesitant to make any final calls on SOCi with only two data points, but am happy to run these tests again if I encounter additional location pages created by SOCi. 

Yext has poor CLS scores due to issues with the pages. The Loft and Hollywood Feed received the worst scores (Hollywood Feed is also using a mobile interstitial on the page). From my analysis, it appears that the websites with more on-page content receive worse CLS scores because there are bigger blocks of content to shift around the page. That’s right, if your location pages use Yext and you include a lot of SEO-friendly content, you’re actually hurting your CLS score. Oops! 

But the poor CLS blame doesn’t all belong to the location page providers. It’s totally possible for brands to screw up CLS on their own with images, pop ups, and map placements. From what I see, above-the-fold maps and top-of-page popups are the worst offenders, so it’s worth checking your performance scores, even if you use a provider with great CLS by default.

Overall, these third party location page providers are doing okay when it comes to cumulative layout shift. But Yext is super disappointing. Causing worse CLS scores if you add additional page content is unacceptable for SEOs. A fast and empty page is not the way to rank. BirdEye and SOCi may need to make some CLS changes too. 

 

Largest Contentful Paint

Wow, these largest contentful paint scores are bad. So bad. Really bad. In fact, I went back and ran everything again and did some manual checks because I just didn’t believe how bad the scores are! Turns out, they’re right… but they’re also so so wrong. 

To be considered ‘good’, Largest Contentful Paint scores should be at or under 2.5 seconds. The ‘needs improvement’ range is between 2.5 and 4 seconds. Anything over 4 seconds is considered bad. No location page provider had an average load time below 5.2 seconds. 

There are no good options when it comes to choosing a location page provider based on LCP. The very best LCP score, at 3.1 seconds, was stores.petco.com (managed by Rio SEO), placing it firmly in the “needs improvement” range. The worst LCP score was 22.3 seconds for sherwin-williams.com, who is managed by ChatMeter. 

Rio SEO, ChatMeter, and Yext all had one domain they manage that fell into the “needs improvement” category. That doesn’t tell us much, but does indicate that it is possible to achieve acceptable scores from these providers. 

So, we’ve established that every one of the location page providers could use a lot of work on LCP. But are there any providers you should absolutely avoid? 

Based on these scores, I’d recommend avoiding ChatMeter and Uberall in the United States for location pages, if you’re concerned about LCP.  One Uberall domain actually performed the fourth-best with LCP, but it was for McDonalds Germany. The US and Japan-based domains had the third and fourth longest LCP times (averaging 16.2 and 17.8 seconds). One ChatMeter domain fell into the “needs improvement” category, but two of the other three domains had the slowest LCP times (averaging 18.8 and 22.3 seconds). 

Wow, these LCP scores are abismal. How can every single location page provider have an average LCP score in the bad range? You have to hope these providers (and brands!) are working on solutions now, because the Page Experience Update is rolling out and these providers are falling behind.

 

Total Blocking Time

With lab metrics, we use Total Block Time as a stand-in for First Input Delay, which is only a field metric. Good TBT scores are under 2 seconds, “needs improvement” scores are between 2 and 6 seconds, and anything over 6 seconds is considered bad. 

Every location page provider other than Uberall had Total Blocking Time in the good range. Only Uberall and Yext had any domains outside of the good TBT range.

Three of the four Yext domains were under .6 seconds and the two best TBT scores were received by domains managed by Yext. However, Yext also had the second slowest TBT score, at 3.6 seconds, so using Yext doesn’t necessarily mean you’ll have passing TBT/FID scores. One strange thing I noticed was that the pages for Mexico locations of The Loft had higher scores than their US counterparts. All were still in the good range, but US locations had a TBT of around .06 seconds and Mexico locations were over .2 seconds and as high as 1.2 seconds. If you’re using Yext for a multi-country business, check your non-US location pages first, as they may have higher total blocking times. 

Uberall is a bit complicated. The Germany and Japanese sites scored in the good range (4 and 5 seconds), but ulta.com (based in the US) scored the very worst at nearly 7 seconds the first time and over 23 seconds the second. Because of these TBT scores, I’m concerned to recommend that a US-based business use Uberall.

With LCP scores as bad as they were, I expected some nasty TBT scores too. But ChatMeter, Rio SEO, SOCi, and BirdEye all had fast total blocking times. Brandify and Yext seemed okay too. The only provider with inconsistent and really terrible TBT scores is Uberall.

 

So Who’s The Best (and Worst) Location Page Provider for CWVs?

For this analysis, I used a pretty small sample of domains. I’d love to complete this analysis again with a much larger dataset and restrict it to domains and location pages for United States based businesses, since the country did have an impact on Core Web Vital metrics. But there were still insightful takeaways from the research for both brands and providers. 

Let’s chat about which providers are best and worst prepared for the Page Experience Update (Spoilers: It’s none of them!). 

 

 

Which location page provider has the best overall Core Web Vital scores? 

The brands with the lowest CLS scores were: Uberall, Brandify, ChatMeter, and Rio SEO
The brands with the lowest LCP scores were: Rio SEO and ChatMeter, but ChatMeter also had two of the highest LCP scores.
The brands with the lowest TBT scores were: ChatMeter, Rio SEO, SOCi, and BirdEye

 

Which location page provider has the worst overall Core Web Vitals scores?

The brands with the highest CLS scores were: Yext and SOCi
The brands with the highest LCP scores were: Uberall and SOCi
The brands with the highest TBT scores were: Uberall

 

Rio SEO seems to be best prepared for the Page Experience Update, but that doesn’t mean they are prepared. CLS scores were low, TBT was fast, but LCP was still terrible. Stores.guess.com has an LCP of over 14 seconds – that’s 10 seconds longer than the cutoff for “bad” LCP. The brands who own the domains (in this case, Guess), may have some blame for the LCP problems, but even Rio SEO’s best performing site for LCP was in the “needs improvement” range. 

ChatMeter domains performed really well for CLS and TBT too, but two of the domains I checked had absurdly high LCP times – 18 and 22 seconds. ChatMeter managed to have the two worst LCP scores out of 21 websites with poor LCP scores. 

None of these providers are standout “winners,” but I know who I’ll be actively avoiding. SOCi and Uberall scored very poorly for two of three CWV metrics and that is unacceptable. 

The Page Experience Update is already rolling out and they’ve had over a year to prepare – why are the location provider scores still so bad?

 

So Now What?

So what options do multi-location brands have if every location page provider has CWV issues? Well, we did see a few examples of brands who are successfully using a location page provider and are in the good range for CLS and TBT and in the “needs improvement” range for LCP. So it is possible for brands to use a location page provider and have not-terrible CWV scores. 

But I’m aiming for higher than not-terrible for my clients. This research highlights why, when brands can afford it, we recommend owned technology. Being dependent on third party providers to navigate SEO updates for important page types is risky. You need to be able to trust them to address changing technology and, in the case of Core Web Vitals, it’s hard to place much trust in any provider. 

Have thoughts, feelings, or want to send me some domains you know are managed by these providers? Feel free to reach out to me on Twitter.

Want to check your own site’s location pages for Core Web Vitals? I co-wrote this guide to LightHouse performance metrics with Jamie Indigo earlier this year, which can help get you started. 

 

Core Web Vital Scores by Domain

 

*Additional Methodology Information

If you’re interested in the way LSG runs LightHouse reports, I’d encourage you to check out the GitHub documentation. Here’s some additional information from Sam Capeheart, who built our tool:

“The Lighthouse Reporter runs on an AWS EC2 instance (t2 medium) with “Low to moderate” network performance. That translates to anywhere from 50-300+ mb/s. However, Lighthouse applies network throttling by default to simulate a specific tier of lower level networking capabilities. See this official doc for more info.

A certain level of variability also occurs across different device types. By default, Lighthouse applies a 4x CPU slowdown to simulate a mid-tier mobile device when run on a high-end desktop computer. However, given the different hardware capabilities of the Lighthouse reporter’s machine, we apply a 2x slowdown instead. More info on CPU throttling values here.” 

 

The post How Location Page Providers Stack Up for Core Web Vitals appeared first on Local SEO Guide.

Daily SEO Fix: Auditing for Technical SEO Problems with Moz Pro

Posted by on Jul 28, 2021 in SEO Articles | Comments Off on Daily SEO Fix: Auditing for Technical SEO Problems with Moz Pro

SEO pros know that a comprehensive search marketing strategy should include periodic audits of a website’s technical health and its opportunities for improvement. But as you uncover these opportunities, how do you know which ones are most important?

How Ruan Marinho Grew His SEO Agency to $100,000/mo

Posted by on Jul 28, 2021 in SEO Articles | Comments Off on How Ruan Marinho Grew His SEO Agency to $100,000/mo

Ruan Marinho is the founder of the SEO agency, Develomark, and a long-time member of …

Keep Learning >How Ruan Marinho Grew His SEO Agency to $100,000/mo

The post How Ruan Marinho Grew His SEO Agency to $100,000/mo first appeared on Gotch SEO.

Google passes on 2% “Regulatory Operating Cost” for ads served in India and Italy

Posted by on Jul 27, 2021 in SEO Articles | Comments Off on Google passes on 2% “Regulatory Operating Cost” for ads served in India and Italy

Google passes on 2% “Regulatory Operating Cost” for ads served in India and Italy

Beginning on October 1, 2021, Google will include a 2% “Regulatory Operating Cost” surcharge to advertisers’ invoices for ads served in India and Italy, according to an email sent to Google advertisers on Tuesday. The surcharge applies to ads purchased through Google Ads and for YouTube placements purchased on a reservation basis.

A screenshot of the email sent to advertisers. The link at the bottom takes advertisers to Google Ads’ jurisdiction-specific surcharges page.

Why we care

Google was already passing on digital service taxes to advertisers for ads served in Austria, Turkey, the UK, France and Spain. Beginning in October, it will be doing the same for ads served in India and Italy.

Advertisers should be aware that these fees are charged in addition to their account budgets. As such, the surcharges won’t be reflected in the cost per conversion metrics in their campaign reporting. Advertisers should take these factors into account when creating their budgets.

Additionally, as Greg Finn, partner at digital agency Cypress North, advised on Twitter when Google first announced that it was passing on this surcharge last year, applying the “People in or regularly in your targeted locations” setting can result in racking up more surcharges.

More on the news

Google will add the surcharges to advertisers’ Google Ads costs at the end of each month, to be paid the next time they are charged. The surcharges are subject to any taxes, such as sales tax, VAT, GST or QST that apply in the advertiser’s jurisdiction.Google is not the only platform passing off its costs. Amazon has passed on similar fees to third-party sellers and Apple has also implemented a similar policy for developers.In March, Maryland became the first state in the U.S. to impose a tax on digital advertising.

The post Google passes on 2% “Regulatory Operating Cost” for ads served in India and Italy appeared first on Search Engine Land.

How To Integrate Keyword Gap Analysis Into Your Copywriting

Posted by on Jul 22, 2021 in SEO Articles | Comments Off on How To Integrate Keyword Gap Analysis Into Your Copywriting

How To Integrate Keyword Gap Analysis Into Your Copywriting

Today, the digital marketing landscape is very important. Every business has to have a strong online presence to generate traffic and meet customers’ expectations. 

This is where SEO copywriting comes in. The art and science of producing online content that both search engines and people love, mastering SEO copywriting become the key to creating content that will rank high on Google’s search engine result page (SERP).

Among the many SEO techniques, keyword research and competitive keyword analysis (aka keyword gap analysis) play a huge element in SEO copywriting. 

According to Westebbe Marketing, bloggers who are focused on SEO reports and heavily invest in keyword research for their posts are more likely to see strong results.

In fact, numbers show that the results actually double when these bloggers usually or always do keyword research for their posts when compared to bloggers who only do it sometimes. 

Source: Orbit Media

It’s evident. Keyword research is fundamental to creating a performing copy. 

However, to truly understand what good copywriting entails, let’s get a quick look at what poor copywriting means. 

What is Poor Copywriting?

Poor or bad copywriting is confusing, has no substance, and doesn’t convert. The problem is, nobody writes bad copy on purpose. So, if you ever find your content or sales message not converting, it is most likely due to one of these two reasons. 

One, you most probably lack the basic knowledge on the principles of copywriting and are writing copy for yourself and your company, but not for your customers. 

For example, your copy may be singing praises about your awesome product but does not answer your prospect’s question of, “what’s in it for me?”

It may be a simple principle but many new marketers often fall into this trap and talk only about themselves. Just take this copywriting example by Rareloop.

Source: Alex Cattoni

The homepage copy reads “We’re digital artisans. An expert team passionate about crafting bespoke websites and apps.” which only speaks to their ego and doesn’t give readers a clue what they are about.  

Second, your keyword research is not done properly. 

Many writers often create their copy first and think about SEO later, but this becomes only about inserting keywords rather than writing a copy that answers search intent.  

When you have your target keyword in mind before you put pen to paper, your writing will sound more natural and engaging, instead of being awkward or forced.

And if that’s not the case, another scenario is you have most likely selected a keyword that seemingly fits but isn’t relevant to your audience. 

As a whole, the key to good copywriting has always been writing based on pre-selected target keywords that you know will be driving relevant traffic to your business.  

In fact, good copywriting follows a certain framework and here we are going to show you how – by using keyword gap analysis to create converting content. Now let’s get started. 

Learn more on how to use Keyword Gap Analysis to boost SEO traffic.

Why is Keyword Gap Analysis Important In Copywriting?

It’s important to get into the habit of researching your competitors and keywords before you start writing your copy. 

A keyword gap analysis considers both your competitors and keywords as it compares your rankings to other domain’s rankings to identify keyword opportunities. 

This is an extension of ordinary keyword research and allows you to understand your strengths and weaknesses in relation to your competitors. Using this data insight, you can better gauge how you should refine your keyword strategy.  

Source: Income Diary

Through this, you can find sales-driving keywords in the buyer’s journey that you should be prioritizing in your content creation to drive site traffic. This may include hidden keywords that sometimes you or your competitors may not be aware of. 

It is only when you have these target keywords that you can create better copywriting to get higher rankings and better connect with your target audience. 

Besides, keywords can be a great way to start your content if you have no idea what to write. Not only are they a data-driven source of inspiration, they are more likely to get you potential customers for your site!

Are you convinced now? To integrate keyword gap analysis into your copywriting, here are three questions to guide you through the process. 

How to Research Your Competitors? 

Before anything, you need to first know who your competitors are. 

Source: Quimi Net

In digital marketing, almost anyone and everyone can end up as your competition. In addition to direct competitors, you are also competing with indirect competitors and other businesses for the same target market.

In this scenario, knowing who your competitors are and their keyword strategy can be a determining factor in winning the rankings. A quick Google search for your industry keywords will show you the leading websites in your niche. 

Additionally, to find low-hanging to middle-range targets, you can plug your website into competitive analysis tools like SimilarWeb or Alexa. 

On SimilarWeb, you’d want to pay attention to the similar websites section to find businesses similar to yours. Check out these competitors and select those that you find are suitable targets. 

Source: SimilarWeb

To narrow down on your competitors, get a deeper understanding of them through research. Read their reviews, customer feedback, Google search engine results for their brand and see where they stand in the industry. 

Find out what people are saying about the business and see if there are any opportunities or gaps that your business might be fulfilling better. 

Once you’ve identified your competitors, it’s time to run a keyword audit for each domain to start researching their keyword assets.  

How to Research Keywords? 

To look into their digital marketing strategy and come up with tactics to outrank them, you need to understand your competitor’s ranking keywords. 

Here, we suggest using BiQ Rank Intelligence to uncover your competitors’ keyword rankings and important data. Our tool is easy to use and you simply need to insert the domain link and set your keyword discovery range from #1 to #20 with traffic equal to or more than 100.

This is so that it will filter out only valuable keywords that you should be focusing on, without the noise. But please feel free to set your own metrics. 

Most importantly, do this for your domain as well as all your competitors, and move them in a spreadsheet. 

Make sure you list all the keyword information, especially the SERP features and ranking URL that is shown in our BiQ tool to draw out valuable insights. 

How to Use Keyword Gap Analysis In Copywriting? 

Source: American Writers & Artists Institute

Now that you have the necessary keyword rankings data of your website and your competitors, it’s time to compare and check your keyword rankings against your competitors to gain better insights. 

Generally, what you are looking for are: 

Valuable keyword opportunities your site is not targetingHigh-volume keywords in which your site is ranking in #4 to #15 which you could boost 

Start by comparing your ranking keywords to your competitors’ and see if there are any missing keywords. By keeping an eye on the successful keywords your competitors are ranking for, you may find new opportunities you originally thought were irrelevant. 

Next, have a look at common keywords that both you and your competitors are ranking. Sort these keywords by ranking URL and check to see how your competitors are doing and also how well you are ranking compared to them. 

According to a report by Ahrefs, the average #1 ranking page is most likely to rank in the Top 10 results for nearly 1,000 other relevant keywords.

Source: Ahrefs

That’s why make sure to identify and collect these semantic keyword groups that were included and optimize them in your content for a boost.  

Additionally, take the chance to compare how many keywords you and your competitors are ranking for in an article written on the same topic. Compare and identify which content you can further optimize and improve on. 

You may also want to find what strategy each competitor has adopted to secure a ranking for a certain keyword. If you find competitors taking additional effort to secure a specific keyword, this is a signal that you should start paying attention to the keyword as well. 

Source: Deposit Photo

Overall, what you want to look at when comparing your keyword rankings and your competitor’s keyword rankings are the keyword patterns. 

Take note if the website is ranking for mostly long-tail or short-tail keywords, high competition or low competition keywords, keywords with an answer box, and more. The idea is to gather keyword insights to strategize methods you can stay relevant among your competition. 

Our other tool, RankingGap can help you find out the keywords missing in your website by comparing yours to your competitors’ websites!

To make your keyword gap analysis more efficient, you can also sort your keywords into these categories:

a. Keywords you rank for, but they don’t

One of the best methods to grow your traffic exponentially is to focus on your high-ranking keywords to build on your keyword strengths. You can do this by examining your top rankings and find semantically related keywords you have yet to target and optimize them into your existing content. If the keyword warrants new content, write a new article and interlink it with your existing content. Since Google already takes you to be the authority on the topic, this will make it easier for your newer content to rank well too. 

b. Keywords they rank for, but you don’t

Sometimes, you may not always have the luxury of low competition keywords. When it comes to this category of competitor keywords you are not ranking for, you want to focus on finding the keywords that give your competitors the highest ROI. Here you want to identify the common recurring keywords your competitors are after, what they are doing to rank for them, and how you can beat them. Try looking for gaps that are yet to be filled or try tackling the keyword using a different angle to outrank your competition. 

c. Hidden Valuable Keywords Not Used by Competitors

This category consists of valuable keyword opportunities. If you manage to find keywords with high search volumes that haven’t been targeted by other SEOs in your space, make sure to prioritize these keywords first.  Since your competitors are not aware of these keywords, there’s a first-mover advantage here, so make sure you target them immediately to secure a better foothold and position.

Start Writing Your Content

Now it’s time to use those keywords and start copywriting. While you may now be targeting the right keywords, keep in mind that it’s not just about keyword inclusion. 

To win at your keywords, you should aim to create useful, compelling, and valuable content that people will gladly promote on social media platforms. 

Again, great SEO copywriting is for both people and search engines. 

To help make sure you fulfill both criterias, you can check your written content using our BiQ Content Intelligence

Because not only is the tool handy enough to check your paragraphs for sentiment analysis and readability, it also compares your content WordGraph report against the Top 10 ranking search results of your keywords to help you optimize your relevancy. 

All you need to do is edit according to the suggestions and score a healthy SEO mark. Then naturally, this will help your content rank better which generates higher SEO traffic and raise better visibility and brand awareness on Google SERPs.

Check out our ultimate guide to Keyword Gap Analysis to build a solid strategy and outrank your competitors!

Conclusion

All in all, great copywriting is founded on the basis of good keyword research fundamentals. 

By considering both keywords and competitors, doing a keyword gap analysis is your answer to connecting your writing to your potential paying customers. 

So make sure to follow the steps in our keyword gap analysis guide before you start your SEO copywriting. 

Here’s how you can master your next seasonal digital marketing campaign

Posted by on Jul 22, 2021 in SEO Articles | Comments Off on Here’s how you can master your next seasonal digital marketing campaign

Here’s how you can master your next seasonal digital marketing campaign

30-second summary:

To ensure organic visibility for your seasonal pages, start creating, optimizing, and analyzing them now
Start creating, organizing, and scheduling seasonal content assets now for a head-start when it’s time to start focusing on driving sales
Evaluate your past seasonal content performance to be able to recycle, update, and possibly even expand them into standalone projects
Research your competitive tactics to evaluate how they utilize seasonality in their digital marketing strategy
Create a detailed editorial calendar to plan out all assignments and deadlines to “catch” the rising interest in seasonal content and deals

Summer is a slow season for many businesses, especially those in a B2B niche. If things are a bit slow for you now, here’s an idea – Use these quiet months to turn your next big season into a huge boost for your business. Here is how you can start preparing for your next big seasonal content marketing campaign now:

1. Check your seasonal rankings now

Do you have a page (or pages) offering seasonal deals, gift ideas, and special offers? The demand for this type of content may be seasonal but its rankings should be permanent. That’s why I always advise against removing these pages or even delinking them throughout the site.

You want those pages to always be accessed by Google for your rankings to be there when the searches start climbing.

If you cannot find your site ranking for your target seasonal queries, it is time to set them up even if the actual season is still months ahead.

Source: Screenshot created by the author

Furthermore, Spyfu offers a comprehensive analysis of all SERP movements for you to identify important patterns and spot a competitor that was doing the best job retaining their organic visibility for seasonal search queries:

Source: Screenshot created by the author

Read more about this feature here.

When it comes to SEO, seasonality can be tricky but it definitely needs to be planned ahead as organic SEO takes time to yield results.

2. Start creating seasonal assets (content and social)

Your high season is going to be a busy time for you and your team, so while planning your upcoming campaigns, start creating (and even scheduling) your content assets beforehand.

When brainstorming seasons content ideas, I always turn to Text Optimizer that does a great job suggesting related concepts and angles to focus on:

Source: Screenshot created by the author

The tool relies on semantic analysis.

Content marketing involves a lot of channels, so the more you are prepared, the easier (and more productive) your seasonal campaign will turn out to be.

Furthermore, there are a few cross-channel content marketing tools that can help create and organize your seasonal content. For example, Boosted by Lightricks allows you to easily create festive videos in multiple formats:

Source: Screenshot created by the author

This way you can create content assets that will fit all of your channels. There’s also a handy Brand Kit feature allowing you to maintain a consistent visual identity throughout all your assets:

Source: Screenshot created by the author

The app is available on iPhone and Android for free. You can choose to upgrade for $4.99 per month. I for one have been using the free tier (and the above screenshots are taken when using the free version of the app).

The platform also offers a list of seasonal content ideas and hashtags to make your campaign even more effective.

There are a few more video creation apps out there but I don’t think any of them let you access so many great features for free.

Another great content creation tool that gives you lots of free features for free is, of course, Canva. I’ve been using Canva for free for as long as I can remember without ever having to upgrade.

Source: Screenshot created by the author

Here’s the guide on planning a Christmas marketing campaign.

3. Evaluate your past seasonal campaign performance

If you were publicizing any seasonal content over the years, find all of it to:

Explore an opportunity for an update (“Can I reuse this asset this year?” as well as “How can I make it better?”)
Evaluate how effective it was in attracting traffic as well as turning those clicks into conversions

Google Analytics offers an easy way to identify landing pages that did the best job attracting traffic during any period:

Go to the Acquisition report and select one channel (for example, “social” or “organic search”)
Select the date range of your seasonal campaign from the last year
(Optionally) Check the box “Compare” and select “Previous year” from the drop-down
Click “Landing page” tab in the chart below:

Source: Screenshot created by the author

This gives you an at-a-glance report of the highest traffic page from your previous campaigns. You can further narrow it down by using word filters (for example, type “blog” there to see your best performing seasonal content).

To analyze conversions, you can use Google Analytics goals and funnels. Another tool I am using to closely monitor incoming traffic and its conversions is Finteza. Because it makes it incredibly easy to narrow the data down to identify which traffic source is sending traffic and how well it converts as compared to other pages.

Source: Screenshot created by the author

Read more about Finteza’s conversion funnels here. Finteza costs $25 a month and there’s a 30-day trial available for you to play with the tool before committing.

4. Consider starting a tradition

If any of those previous content assets turned particularly successful, consider expanding that idea into a new project! We all remember the overwhelming success of “Elf Yourself”, Ask Santa, and NORAD mini-projects that were able to engage (and convert) thousands of people year over year.

 A separate (single-page) site will be easier to brand and promote without causing any strong associations with your main business. If you need some inspiration, check out Namify:

Source: Namify

5. Look what your competitors did (or didn’t)

Competitive analysis is important because it motivates a business owner to do more and do it better. Therefore I always include competitive analysis in any of my marketing planning.

There are plenty of ways to research your competitors and what they are doing. My first step is always checking Ahrefs and what other search queries they are ranking for:

Source: Screenshot created by the author

Ahrefs is the only platform in the industry that also offers an estimate of traffic each search query sends. Here’s how they calculate it. Ahrefs lowest tier is $99 per month but it is definitely a must-have tool if you are doing SEO.

Similar Web is another nice tool for competitive research. I like looking at their “Referral Traffic” report to identify which sites are sending traffic to my competitors:

Source: Similar Web

This basic report is available for free.

It is also a good idea to set up Google Alerts to be modified when your competitors are doing something new.

6. Create your editorial calendar

Every year people seem to start preparing for big holidays earlier. It is not unusual to spot a Holiday-centric social media ad in October. This can actually cause both excitement and irritation.

So the important question remains: When should I start publishing seasonal content?

This may depend from niche to niche, so I always suggest typing your target seasonal search query into Google Trends:

Source: Screenshot created by the author

It also helps to compare several of your target search queries. For example, in this niche the demand seems to be pretty consistent over the years:

Source: Screenshot created by the author

When it comes to organizing and scheduling your content assets, there are a few great calendar plugins to choose from. I mostly use CoSchedule because it allows me to also schedule those updates to your social media channels as well as assign certain content assets to various contributors. 

CoSchedule costs $29 per month. It supports scheduling to Twitter, Facebook, Linkedin, and Instagram. I prefer the tool because it combines on-site content planning (assigning content assets to be written) and social media scheduling. This allows me to create a very well-aligned content marketing campaign and makes it easy to organize editorial workflow across many channels.

Instagram also offers a helpful guide on planning your seasonal content strategy here:

Source: Screenshot created by the author

Conclusion

Seasonal planning is a great way to make the most of those seasonal interest spikes and build more sales. The earlier you start preparing for your big season, the more time you have to handle an increased amount of sales. Good luck!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

The post Here’s how you can master your next seasonal digital marketing campaign appeared first on Search Engine Watch.

Design systems and SEO: does it help or hinder SERP achievements?

Posted by on Jul 21, 2021 in SEO Articles | Comments Off on Design systems and SEO: does it help or hinder SERP achievements?

30-second summary:

All the copy and strategic use of keywords in the world will not impress search engines if your web design is not fit for purpose
The design of your website or web app is linked intrinsically to user experience, which in turn impacts your Google quality score and SEO performance
Website design must drive users from A to B without any unnecessary steps in between – while retaining relevant copy that ties in with your SEO strategy
Review your website design when considering your SEO strategy KPIs – a drop in traffic may be due to a substandard or outdated layout
Do not neglect copy, as UX meta copy will improve your CTR on paid advertising. In turn, though, ensure that your website’s design system is strong enough to obtain a suitable quality score and keep your Google Ads spending within budget

In many respects, a website is the home of your business on the web. To this end, it’s perhaps fitting that creating a website is not unlike building a house. To achieve your intentions, you’ll need to establish solid foundations before commencing construction. When it comes to building a website from scratch, that means engineering your design systems and templates to maximize SEO potential.

Many businesses emphasize content and keywords in their SEO strategy, with design becoming an afterthought. To return to our housebuilding analogy, that’s like laying a solid roof upon unstable walls. There is no denying that superior copy is critical to enjoying a successful approach to SEO. Even the most gifted writer cannot overcome substandard web design and user experience, though.

What is a design system?

No website, no matter how well designed, will remain the same forever. Therefore, websites and web apps need to be regularly audited, refreshed, and even wholly redesigned. Such steps are the only way to retain your target audience’s interest and ensure that you remain one step ahead of Google’s ever-evolving SEO algorithms.

At the very least, a website redesign is necessary every three years. If you diagnose a plummet in traffic, it may become essential sooner than this. Take a deep breath, review your data, and ascertain what is to blame for your drop-in visitors. If you suspect that your web design is the issue, a wait-and-see approach will not yield results. Your traffic will continue to drop, and the longer you wait to resolve the problem, the more mountains you will need to overcome.

Now, as anybody that has ever built a website from scratch will know, the task requires two things in abundance – time and money. Both are precious commodities for a business, especially an SME.

Alas, all websites periodically need a little tinkering under the bonnet. If you have established a design system, this will be significantly less disruptive. Effective website design systems ensure that your tech team or design agency has a firm and reliable blueprint to work from, and everything is in its place. Essentially, any work on your website is editorial rather than creative. As a result, you’ll enjoy positive implications on labor intensiveness and expense alike.

Above all, design systems create a positive user experience. If you expect to have any measure of success with your SEO strategy, superior UX is non-negotiable. 21st Century consumers have more choice than ever before, and patience is in short supply. If your website design system does not meet users’ needs quickly and efficiently, visitors will stay away – and Google will sit and take notice.

Do design systems influence SEO performance?

SEO and design systems initially appear to be opposites. Web designers focus on making a site look fabulous and providing accessible, fluid navigation. Copywriters ensure that the content meets a users’ needs, convincing them to follow the steps laid out in web design. In reality, these two disciplines are entwined when it comes to maximizing SEO.

First thing’s first – if you redesign a website without factoring your SEO into the equation, disaster awaits. Forget to apply 301 redirects, and Google may wipe your entire SEO strategy overnight. If all else fails, at least take advantage of UX microcopy to create engaging, interactive 404 pages. Ensuring that a redesigned website can still find high-performing pages is the only way to maintain SEO and SERP progress, though.

In addition, consider the impact of design on your SEO. Consider how mobile-friendly your design system us, and what coding you use. Anything more complex than industry-standard CSS or HTML may capture the imagination of a first-time user but can be considered a novelty. It may be challenging for readers to understand how to navigate such a site, and you’ll struggle to optimize your content. These issues will have a knock-on effect on your page ranking.

What makes the ideal web design for SEO and SERPs?

As discussed, any business or individual must update their website from time to time. Even if your site is still pulling in traffic, there is no harm in making tweaks. It’s much easier to keep traffic flowing than to regain loyalty and interest from lapsed consumers.

When reviewing your website’s design templates, ensure that you consider the following to maximize the impact of your SEO strategy.

1. Clear brand messaging

First and foremost, ensure that your website design templates clearly and directly explain your brand values and mission. Imagine that every click on your site is from a first-time visitor. Do they know what you can offer and how you’ll do so? If you cannot convince a user that you’re worthy of their attention in less than 15 seconds, they’re likely to click away and be lost for good. Google will acknowledge this bounce rate and adjust your quality score accordingly

2. Investigating competitors

As we have mentioned previously, all websites need to undergo periodic renewal, including your competitors’ online presence. Be sure to constantly check in on what your rivals are doing, especially those that seem to enjoy excellent SEO performance. Take your findings and build upon them, whether that’s taking a skyscraper approach to SEO copy or adjusting the layout and design of your site to meet the industry gold standard.

Before you embark on any kind of website redesign, factor all these matters into your thinking. If you create a website design system that meets all criteria, any future adjustments will be considerably more straightforward.

3. Understanding industry trends

As well as keeping an eye on your competitors, think about industry trends. While every consumer is unique, large groups can be relied upon to embrace a herd mentality. When building a design system, ensure that you can showcase any social awareness campaigns. Be ready to alter payment methods if a new financial platform takes the world by storm. Consider introducing one-click models to reach pages if these become popular. Few consumers will place their trust in a website that is deemed archaic and out of touch with contemporary tastes and expectations.

4. Be mobile-friendly

Website design packed with bells and whistles can look spectacular on a large HD screen. Consider how your site will perform when squeezed into a 5.5″ smartphone display, though. More and more people are eschewing desktop browsing for a portable alternative, which must factor into your design template. Failure to cater to the mobile market will place you firmly in Google’s bad books.

5. User experience

Arguably the most prominent concern of them all – you must ensure that your website design offers an enhanced UX for your visitors. Get people from A to B with a minimum of fuss. Do not be tempted to stuff your site with additional pages, creating more links in a chain to flex your copywriting muscles or cram in more advertising. Speed and simplicity will always win out.

6. Ease of adjustment

Is your website’s design system engineered in-house or through an external agency? It’s better to bring in outside help if you are not an expert in this field. If you do so, however, ensure that you understand how to make any changes yourself. Fast action may be required, and you will not want to be at the mercy of a third party’s availability.

7. Get meta

Meta text and tags will not directly influence your page ranking with Google, as they do not influence a quality score. Appropriate meta tags on images can help images be sourced by search engines, though, as well as enhancing UX for visually impaired visitors.

8. Gather first-party data

Another consideration when building a website design system for your SEO is the capturing of first-party data. In 2021, the real currency is information. By understanding your target audience and obtaining data that they willingly provide themselves, you tailor your offering to those likeliest to use it. Do not neglect opportunities to source this data for yourself – it will save time and money and ensure accuracy when building a customer profile.

9. Think like Google

Whether we like it or not, this is Google’s world, and we’re just living in it. Set up alerts and do whatever you can to stay one step ahead of any algorithm updates, whether major or minor. History is littered with horror stories of websites that lost four figures of revenue overnight due to traffic slumps following an algorithm update. While it’s impossible to predict what The Big G will get up to next, you can at least protect yourself by pre-empting changes.

10. Avoid intrusive advertising

For some websites, advertising is a necessary evil to maintain a revenue stream. Always consider the placement and style of advertising in your website design system. Static ads that fill a page or videos that slow down performance will infuriate users and lead to a high bounce rate. Google will also notice these issues and reduce your quality score accordingly. Slow loading speeds and an emphasis on advertising over quality content are both red flags.

11. Investigate ROI

Finally, think about how you will assess the success – or otherwise – of your SEO strategy. Is it time to update your choice of SEO tool? Think about the KPIs you measure regularly, and ensure your website design system supports such tools and plug-ins. There is little point in investing in SEO services if you are unaware of their performance.

Does copy influence SEO and SERPs more than design systems?

As discussed, a gold standard copy will not supersede poor website design. However, this does not mean that you ignore your copy needs in favor of focusing on aesthetics. Relevance and information are just as crucial to UX as rapid negotiation of a website. Never lose track of the importance of Google’s algorithms, either. If you fall foul of E-A-T expectations, it can be challenging to regain your standing.

So, to answer the question above, copy is not more important than website design – but it’s equally critical. A well-planned website will attract attention but great copy will retain it. Copy alone will not dictate a stellar Google quality score but can bolster conversions and improve CTR on paid advertising. Such steps are vital when taking advantage of SERPs.

All of this raises an important question – what should come first when prepping an SEO strategy, copy or design? Returning to the housebuilding analogy that opened this guide, design is the sturdy, reliable bricks and mortar of a dwelling. Copy is the personal touch that makes a house a home and something uniquely your own.

If you were building a home from scratch, however, would you not feel strongly about ensuring it met your needs? You would ensure that the dimensions accommodate your existing furniture and that the blueprints provide enough space that you will not need to move any time soon.

If you have your copy planned out before creating a website design system, you will have a margin for error. You can tailor every step of the user journey to the text that you have prepared, and where necessary, streamline your content with the aid of data storytelling. Above all, you can adjust copy without too much fuss, adapting to the ever-shifting SEO landscape. A design system is considerably tougher to remold around your prose. Always keep this in mind when planning your website.

Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

The post Design systems and SEO: does it help or hinder SERP achievements? appeared first on Search Engine Watch.

Google categorizes what organic search traffic drops look like

Posted by on Jul 20, 2021 in SEO Articles | Comments Off on Google categorizes what organic search traffic drops look like

Google categorizes what organic search traffic drops look like

Daniel Waisberg, a Search Advocate at Google, described and illustrated what various types of organic search traffic drops look like in the performance reports in Google Search Console and how you can address those traffic drops.

Types of traffic drops. Google posted sketches of “examples of drops and what they could potentially mean.” This shows you visually what a site-wide technical issue or a manual action looks like compared to normal seasonality in search traffic, compared to a technical issue on a page level or an algorithm change (like a core update) or simply a reporting glitch in Search Console.

Here are those sketches:

With technical issues that are site-wide and manual actions where a Google employee gives you a manual penalty, you can generally see a massive drop off in your organic search traffic from Google. This is illustrated in the image at the top left above.

With technical issues that are on a page by page basis or an algorithm change like a core update, you would see a slower decline in your traffic, and it would then level off over time.

Then there are seasonality changes that you see recover with the change in seasons for your business cycles. Also, Google has been known to have reporting glitches in Search Console, where you see things bounce back to where they are.

How Google defines these categories. Here is how Google defined these categories of traffic drops:

Technical issues: Errors that can prevent Google from crawling, indexing, or serving your pages to users – for example server availability, robots.txt fetching, page not found, and others. Note that the issues can be site-wide (for example, your website is down) or page-wide (for example, a misplaced noindex tag, which would depend on Google crawling the page, meaning there would be a slower drop in traffic).Security issues: If your site is affected by a security threat, Google may alert users before they reach your site with warnings or interstitial pages, which may decrease Search traffic.Manual Actions: If your site does not comply with Google’s guidelines, some of your pages or the entire site may be omitted from Google Search results through a Manual Action.Algorithmic changes: Google is always improving how it assesses content and updating its algorithm accordingly; core updates and other smaller updates may change how some pages perform in Google Search results. To keep track of future updates, subscribe to our Google Search News YouTube series or follow us on Twitter.Search interest disruption: Sometimes changes in user behavior will change the demand for certain queries, either as a result of a new trend, or seasonality throughout the year. This means your traffic may drop simply as a result of external influences.

What to do. The remainder of the blog post from Google dives into how to dig into the reports to analyze your search traffic drop. This way you can understand which category your traffic drop falls into. Was it a reporting bug or an algorithmic update or maybe it was a Google manual action.

Why we care. I believe this was the first time Google described visually how various issues in Google Search can impact your traffic. It gives you a way to clearly see what to expect from various SEO issues and how your traffic may be impacted.

It is important to note that these illustrations are generalizations and that you do need an experienced SEO consultant to diagnose any real issues with your website.

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