How to Start a Website (Easy Guide for Beginners)

Posted by on Apr 5, 2022 in SEO Articles | Comments Off on How to Start a Website (Easy Guide for Beginners)

How to Start a Website (Easy Guide for Beginners)

Starting a website from scratch is not difficult, in fact, it’s a very easy task to do even for beginners. You don’t need to know web development or have any coding skills. We’ve built hundreds of websites for our clients and in this guide, you’ll learn how to start a website from the beginning, step-by-step. […]

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202200405 SEL Brief

Posted by on Apr 5, 2022 in SEO Articles | Comments Off on 202200405 SEL Brief

The post 202200405 SEL Brief appeared first on Search Engine Land.

LocalU Recap: How Much Am I Going To Get & How Fast? The Thankless Art of SEO Forecasting

Posted by on Apr 5, 2022 in SEO Articles | Comments Off on LocalU Recap: How Much Am I Going To Get & How Fast? The Thankless Art of SEO Forecasting

LocalU Recap: How Much Am I Going To Get & How Fast? The Thankless Art of SEO Forecasting

By Andrew Shotland | CEO/SEO Consultant, Local SEO Guide

View the Slides here  

Forecasting model shown in this presentation:


Presentation Overview 

In this Local U presentation, Local SEO Guide’s CEO, Andrew Shotland, explains the big questions around SEO forecasting. Namely, what SEO revenue forecasting is, what are the typical methods that are implemented by SEOs to predict ROI, and some of the reasons these can be problematic. 

Additionally, he describes the challenges associated with forecasting methods and outlines which current forecasting models are safer bets and methods that are risky business. 

He also describes the way Local SEO Guide has been working to improve on these methods with machine learning (ML). This model works to create a methodology that is based on historical data and linked to SEO investment which can be more effective than some current practices.

It’s fair to say that no SEO can see the future in perfect clarity (any more than a “social media guru”) but there are ways to get a good idea of what to expect with different degrees of SEO investment. Our mission with building this new forecasting model is to start a conversation about the future of forecasting and forge an industry standard.

Live Panel Discussion: Taking SEO Forecasting Methods to the Next Level

There’s always room for improvement with respect to the accuracy of forecasting and tremendous value in developing an industry standard for SEO forecasting methodology–both for SEOs and stakeholders. To that end, Local SEO Guide is holding a live panel webinar discussion to engage the topic with industry experts.

The goal of this talk is to open the discussion around forecasting, share insights & information, and collaborate with other SEOs to build a standard. We believe if we combine forces we can work together to refine the process of forecasting and create further validation of the SEO industry as a whole.

We invite you to listen, share, and be a part of the future of forecasting conversation on Wednesday, April 27 at 10 AM PT!

Featured Panelists

Rachel Heseltine

VP of Consumer Growth

Trader Interactive

Andrew Shotland

CEO, SEO consultant

Local SEO Guide

Marty Martin

Founder, CEO







Victor Pan

Principal Marketer, Technical SEO






10am PT, 1PM ET

Jess Peck

MLOps Engineer

Local SEO Guide


Forecasting Solutions: Open Sourcing & Collaborating

We are committed to collaborating with SEOs and other industry experts to further refine forecasting methodology. If you are interested in our current model, we’ve made it available via github where you can find an open sourced version here.

If you have any thoughts, questions, or additional ideas we’d love to hear from you at the live webinar we are holding on  Wednesday, April 27 at 10 AM PT. There will be a live Q&A. Register here for the live panel!

For those who can’t make it to the event but are interested in collaborating please email: [email protected]

Presentation Recap:

Stakeholders always ask for forecasts
SEOs never like providing forecasts because it’s hard to predict
The typical ways SEOs tend to forecast. [Good & Bad] Creating a model that is based on historical data and tied to investment?
Our approach to SEO forecasting using ML and how it works
An open source version so you can do this yourself 
Additional Resources for Forecasting

Resources Shared for Forecasting

Open source LSG model version .01
RICE Model by Local SEO Guide
ARIMA Model – Complete Guide to Time Series Forecasting 
How to Create an ARIMA Model
Introduction to ARIMA
Local SEO Guide!

The post LocalU Recap: How Much Am I Going To Get & How Fast? The Thankless Art of SEO Forecasting appeared first on Local SEO Guide.

Yoast Diversity fund: updates from Milana, TC, and Estela

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on Yoast Diversity fund: updates from Milana, TC, and Estela

Yoast Diversity fund: updates from Milana, TC, and Estela

It’s been around 6 months since we announced our Diversity fund recipients for 2021, so it’s time for an update on their progress! For this post, we’ve been talking to Milana Cap, TC Cazy, and Estela Rueda. What have they been working on, and what have they achieved with their projects so far? Has everything gone to plan, or were there surprises along the way? We’ve got all the answers, so keep reading!

Checking in with Milana Cap

“Do it. If you want something to be done
don’t wait for others to see the need, don’t
waste your time and energy trying to
convince others that it should be done. Do
it.” – Milana Cap

Could you tell us a bit more about yourself?
I’m a freelance WordPress Engineer currently employed by XWP, WordPress Documentation Team co-rep, speaker and WordCamp organiser, ex opera prompter (classical musician by default), single mum, chocolate and bacon worshipper.

Can you tell us more about your project?
I was leading the documentation focus for WordPress 5.8 release. Therefore, it was my responsibility to make sure that complete release related documentation was published in time. This meant:

checking up with people who volunteered to write parts of it, mostly Dev Notes and end user docs,writing parts of it by myself (but always with the help from the others) such as Field Guide, updating changelogs, developer docs etc,keeping track of and reporting progress to release squad, andkeeping Docs team in the loop.

Why did you create this project/program? How did you come up with the idea?
The reason I took the role this time was because the whole process of documenting WordPress releases was unknown to the Documentation team. I wanted not only to get the Docs team familiar with it but also involved as a part of the release process.

How has your project added diversity to WordPress and its community?
We had people who are daily working on WordPress documentation to work on documenting WordPress release. Also, I’m a single mum from Serbia. I don’t think we had one being in the release squad before.

Are there any lessons that you’ve learned from this project?
Yes, definitely. We are doing a shockingly amazing amount of manual work for a project of this size. We are far far away from the time when this was just a fun side project you do in your spare time.

However, the tools we are using are still in that time. Don’t get me wrong, everyone is doing their best but it’s 2022 and we are building a widely used software. Great thing is, however, that other teams in community have the same needs and we can work together in building tools to help us all out.

To what extent have the intended outcomes been achieved?
I’d dare to say that everything planned was achieved. The Docs team was involved and regularly updated the release phases. The release itself was well documented and everything was published in time. I’m very pleased with the outcome.

Were there any unintended positive outcomes?
Yes, some Documentation team contributors became more interested in continuing their contributions while new ideas of more cross-team collaborations were born and we are doing our best to make them work.

What does the future of your project look like? Can others contribute to it too?
Of course. Anyone can contribute to WordPress documentation.

What would you love to work on next? Do you have any plans?
I’m very lucky to have some of my time in the Documentation team being sponsored by XWP and I’m planning to reset some stalled projects but also to work on a few new ones we, as a team, have been discussing. There is really so much work waiting that it’s hard to pick one thing.

My great wish is to work on the Core and Docs teams collaboration which would consist of dedicated documentor “shadowing” developer’s work, asking questions and understanding that specific piece of code and, by the time the code is ready for merging into core, we would have complete documentation with code examples ready. Ultimate goal is to never again have a feature being released without proper end user and developer documentation published. Yes, I said “again”.

Has working on this project helped your personal development?
Of course. There is hardly anything you can do at that wouldn’t help your personal development. After being more than a decade in open source I’d say you can always count on at least one aspect of personal development – revealing to yourself yet another skill you have. It’s a rather intoxicating feeling of being a better self each day.

Do you have any advice for others who want to work on a project like this?
Do it. If you want something to be done don’t wait for others to see the need, don’t waste your time and energy trying to convince others that it should be done. Do it.

Is there anything else you’d like to share about your project?
If you can’t document software can you really claim that you understand it? If you can, I’ll be waiting for you in the #docs channel. I’ll bring the cookies

How’s it going with TC Cazy?

“I have people reaching out because they
see me contributing. They figure ‘if TC can
do it, I can too.’” – TC Cazy

Could you tell us a bit more about yourself and your project?
My name is TC Cazy. I’m a web developer from Dallas, Texas.

I’m working with the WordPress documentation team. Today I’m working in the Documentation Issue Tracker, making sure all screenshots/videos are relevant to 5.9

Why did you create this project/program? How did you come up with the idea?
The best way to learn is from two resources for a new person coming into WordPress:

Learn WordPress – this is where the tutorials, lesson plans, and courses are located.WordPress Documentation – another resource to learn how to use WordPress.

Because both are ideal starting points, I thought it would be an excellent place for me to contribute.

How has your project added diversity to WordPress and its community?
I’m a black man with a unique perspective and skill set. I check off a lot of boxes when it comes to diversity.

We have very smart and strong female contributors. We have Femy, Estela and Milana. They’re very good at what they do.

The ball is rollin! It will take time, but I’m here for it.

Are there any lessons that you’ve learned from this project?
Yeah, I didn’t realize how few contributors there are — considering that WordPress powers half the web, it is unfortunate to see that only four people are being compensated for their contributions to the WordPress documentation.

To what extent have the intended outcomes been achieved?
I have people reaching out because they see me contributing. They figure “if TC can do it, I can too.”

They know I’m a regular guy. I’m approachable, and I’m willing to share what I learn.

It’ll only get better! Stay tuned!

Were there any unintended positive outcomes?
I’ve been speaking up more at meetings. I’m an introvert, but I’ve facilitated quite a few meetings.

What does the future of your project look like? Can others contribute to it too?
I’ll always be about diversity. The documentation team always needs help. Likewise, the contributors deserve compensation. If you got time, join us. If you are busy, buy the team a cup of coffee.

What would you love to work on next? Do you have any plans?
Oh, I got a lot of ideas! I want to relaunch my Codebrothers community learning project. Of course continue contributing to documentation.

I plan to be more active in the UnderRepdInTech, BlackPress Slack Group, and the Diverse Speaker Training group. I believe that if these movements succeed, we will be in a good place.

Has working on this project helped your personal development?
Yes. As I mentioned, I’m an introvert, and facilitating has to help me a lot.

Do you have any advice for others who want to work on a project like this?
Join us. Don’t be afraid your brother TC is here to greet you with a hug. DM me. I’m codebrother1 on Twitter. I’m a regular guy.

Catching up with Estela Rueda

“Patience and organization are key. Being
able to collaborate with other teams and to
understand how one’s contributions can
affect (positive or negative) the work of
others is crucial.” – Estela Rueda

Could you tell us a bit more about yourself?
My name is Estela Rueda, I was born in Mexico and have been living in Bratislava, Slovakia a little before the pandemic started. I started using WordPress in 2005 but found it difficult to understand as a non-developer. After learning more about it, I built my first WP site in 2007. Yet, my contribution days started 10 years later in 2017 when I attended my first WordCamp in Utrecht, Netherlands. In the past 3 years, I have volunteered for WCEU2019, been an organizer for WCEU 2020 and was design team rep for a year.

Can you tell us more about your project?
We are working on the reclassification of the end-user documentation to provide better search results. At the moment the articles are distributed in 9 categories and some articles are classified in more than 2 categories, making it very difficult to navigate.

Why did you create this project/program? How did you come up with the idea?
I was invited during WCEU 2019 to help with a new design for the documentation area in While I was doing my research to understand the needs of the community I found the problem with search and navigation to be very user-unfriendly. This project is close to my heart because when I started learning about WordPress, I found the documentation very hard to understand and navigate, back in the days, it was only the Codex where the documentation for developers and non-developer (end-users) was mixed. This issue sent me to look for other places to learn about WordPress that were easier to follow. should be the source of truth about the software we all love.

How has your project added diversity to WordPress and its community?
Well, the documentation team is very diverse and contributors are very enthusiastic about helping make better documentation.

Are there any lessons that you’ve learned from this project?
Yes, that everything moves slowly in and that we need to collaborate with other teams in order to achieve our goals.

To what extent have the intended outcomes been achieved?
I had to stop contributing for personal reasons (I would prefer not to make public the real reason why I had to stop the project) but I have the goal to finish reclassification by the end of February and continue working on the design. We would love it if Matt could introduce the new documentation during his talk at WCEU.

Were there any unintended positive outcomes?
Yes, by reading each article we have been able to catch a lot of outdated information and dead links that are also being reworked by the docs team. We also created 2 projects in GitHub for the Glossary terms to maintain a list of when each term has been updated, as well as a list of blocks. Another good outcome would be for the Support team that they will be able to find the articles much faster.

What does the future of your project look like? Can others contribute to it too?
Documentation is a monster that will need lots of work. New developments and new features need constant updates and writing new articles. It would be awesome when the docs team finalizes the updates and is able to write articles as new features are being developed.

What would you love to work on next? Do you have any plans?
My plan now is to support the release team so I can learn the ropes and perhaps in the future I am confident enough to lead a release.

Has working on this project helped your personal development?
Oh yes! Reading all 170 articles has been like speed training on WordPress. I understand how the software works a lot better now.

Do you have any advice for others who want to work on a project like this?
Patience and organization are key. Being able to collaborate with other teams and to understand how one’s contributions can affect (positive or negative) the work of others is crucial.

Is there anything else you’d like to share about your project?
Another item that I am looking at is removing the hashtag at the end of each heading for accessibility reasons. Still looking for the best solution and soon I will publish a post about this, written with the support of the accessibility team.

Posts written so far about the project:

Findings in the reclassification of documentationExploration of a new classification for user documentationRequirements for a new design for the article pages in user documentationUpdate on the revision of documentation

These are the tickets, I hope to resolve with the reclassification and new design:

#5589 (Category archives pages : accessibility improvement (HTML)) – Making (Page title format incorrect on support article category templates) – Making (Faulty links redirect to random pages) – Making (Make translated support pages discoverable, and prompt translation) – Making (HelpHub feedback form message needs to be improved) – Making (301 redirects for new titles in HelpHub) – Making (Lack of Context for Docs (no learning path) under – Making

See also:

GitHub projects Glossary updateBlock editor end-user docs inventory

We’re feeling inspired! How about you?

Milana, TC, and Estela are doing great things for WordPress and its community. We’re feeling energized and inspired to see how their projects are coming along! It doesn’t matter who you are or what your background is — you can make a meaningful contribution too. So go ahead and explore the ways you can get involved with WordPress! Don’t miss our updates from Mary Job, Abel Lifaefi Mbula, and David Towoju next week to bring you even more inspiration.

The diversity mission isn’t over

There’s still a lot of important work to be done making WordPress more diverse. Too often we see the same kind of people running the show, while we know there are some people missing from the bigger picture. We’re here to help, but we can’t do it without you! We’ve just opened up applications for the Yoast Diversity fund 2022.

In 2022, we move back to our initial purpose. The Yoast Diversity Fund focuses on taking away financial barriers that prevent people from underrepresented groups to speak at tech conferences. We prefer applications for events focusing on WordPress (via a Meetup or WordCamp), TYPO3, PHP, JavaScript, or another Open Source community.

Could you or someone you know benefit from our Diversity fund? Find out more here!

The post Yoast Diversity fund: updates from Milana, TC, and Estela appeared first on Yoast.

7 reasons why people believe SEO myths

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on 7 reasons why people believe SEO myths

Some days in the world of SEO, it feels like “Groundhog Day” – the classic 1993 movie where Phil Conners (played by Bill Murray) repeats the same day over and over. 

But instead of the day repeating, one question gets asked over and over and over. It usually goes something like this: what are some common SEO myths you always hear that need to be debunked?

The topic of SEO myths and conspiracy theories is popular. We recently featured an article on myths (​​11 conspiracy theories about search, Google and Big Tech) here on Search Engine Land and have published several others in past years. So we won’t go into any actual myths or debunking here.

The bigger question is: why does your boss (and/or your co-workers and/or your team) keep asking you about these SEO myths? Or how did your client hear about some random, long-ago debunked tactic? Shouldn’t they know better?

Well, no. Not always. 

Part of your job is to understand and educate them about how search actually works – why E-A-T isn’t a ranking factor, why Domain Authority isn’t a metric Google uses or why LSI keywords are a ridiculous concept.

Read on to learn about the top reasons people believe SEO myths and how some SEO practitioners deal with them.

1. Repetition

SEO myths sound believable when repeated enough times. Misinformation tends to spread in our industry. It’s shared in conference presentations, in blog posts, on social media, on podcasts and elsewhere. Before you know it, you’ve got a myth (or a new SEO boogeyman). 

So if you find yourself in this situation, what should you do? 

Holly Miller Anderson, lead SEO product manager, North America, at Under Armour, put it this way: “Educate. Don’t argue.”

“One of the best things SEO leads can do is to be as proactive as possible about educating your org and leadership team against SEO myths,” Anderson said. “Host talks as often as possible (i.e. lunch and learn style) about SEO myths and invite people to come in and hear some of the myths, share the ones they’ve heard, and provide different resources and proof.”

This creates a safer space for people to voice their opinion or understanding about SEO without being viewed as stupid, Anderson added. It also gives the SEO lead a forum to address myths in a non-threatening way.

2. Myths typically are the “easy answer”

SEO is “free traffic.” At least, that’s how many clients view it. At times, SEO is oversimplified, to the point where clients think all you have to do is x, y and z and then sit back and wait for all the rankings, traffic, conversions and revenue.

Well, often the “too good to be true” answers turn out to be just SEO basics. Table stakes. Everybody is optimizing their meta tags, answering questions, making mobile-friendly sites and trying to create “great” content. 

Sometimes, even worse, these “easy answers” could actually be tactics that could inflict harm on your clients. And that’s something you never want to ignore, said Himani Kankaria, founder of Missive Digital.

“I’ll tell them that I won’t be doing it and won’t be allowing my team to do it as implementing the wrong things would cost the client, and then cleaning it up would also add cost,” Kankaria said. “On top of that, what’s the guarantee that cleaning up that mess would bring back results?”

The only way to fight bad information is with better information, said Keith Goode, principal SEO product manager at Cox Automotive.

“Developers and even some SEOs will sometimes discover a bad piece of advice in a blog from 11 years ago (e.g., PageRank sculpting) and won’t bother to do further research to find the content that disputes it or disproves it,” Goode said. “As a result, they’ll implement a change on their sites that produces unwanted effects. 

“The way I fight this kind of misinformation is to provide more recent posts that disprove the bad advice,” Goode added. “Better yet, I’ll show them an article that directly quotes a Googler. Better still, if I can find the Google Developer documentation that counters the original claim, that settles it.”

3. Information overload 

You can find all sorts of information about SEO. There are endless help documents, articles, guides, studies, social media updates, ebooks, courses, podcasts, videos, and on and on. Talk about information overload! 

But you know what else is easy to find? SEO misinformation. 

Dave Davies, lead SEO at Weights & Biases, pointed out that most SEO myths originate from a kernel of truth. He said he has found that identifying that kernel and discussing why you haven’t engaged the tactic in this scenario is helpful. 

“Additionally, some tactics did work but don’t now, and providing that context works wonders,” Davies said. “Think forum spam in the early 2000s, or keyword stuffing at about the same time. Come to think of it, SEOs really messed up the results back then. Sorry about that.”

Maria White, head of SEO at Kurt Geiger, said that communication is the best way to tackle misinformation. 

“First, I gather documentation from trustworthy sources (Google and SEO experts who do a lot of research, like Barry Schwartz, Jason Barnard, Lily Ray and Marie Haynes),” White said. “I then use the document to let the client know why it is not a good practice and talk about the potential damage a myth or bad practice could have on a strategy outcome.”

4. It ranks well on Google, so it must be true

There’s a belief that what ranks well on Google means that it is accurate and trustworthy. I’ve seen this happen plenty through the years. For example, when people quote a statistic, they often type in [keyword + stats], look at the number one result, find a stat, cite that roundup post and hit publish. 

Except, when you actually check the sources, you realize that somebody at some point took a statement or statistic out of context, and it morphed into something that it never was. 

But Google doesn’t always rank the best or correct answers. Google’s algorithms are unable to fully determine accuracy. 

Luckily, plenty of SEO professionals track every shred of information that Google utters about SEO. Among them is Marie Haynes, whose agency documents everything Google says in blog posts, specific announcements, videos, hangouts, forums, and anywhere else.

“We store the information internally,” Haynes said. “For most SEO topics, whether they are myths or not, we can support our recommendations with a link showing what Google recommends.”

Aleyda Solis, Founder at Orainti, takes a similar approach.

“I refer to Google official documentation about the topic where it’s explained, if there is one, or look for a quote from a Google representative from a Q&A or event, where that topic was addressed and is clarified, along with my explanation/reasoning about it and a “real life” example with how it actually works if available, so they can see it for themselves.”   

5. Lack of critical thinking

SEO checklists only take you so far. It’s your job to gather and process all the information, arguments and data we can before taking action. After all, the goal is to do what’s best for your brand, business, or clients. 

So question everything. Be skeptical. Examine the who, what, where, when, why, and how of everything you read, watch, or hear. 

Most of your clients just aren’t capable of critical thinking about SEO. They don’t have our experience, knowledge, and data. And though it may be hard, sometimes it’s important to be blunt, especially if the situation requires a radical change in thinking, said Kaspar Szymanski, co-founder of SearchBrothers. 

“Most clients appreciate that my sole motivation, even when pointing out the flaws in their current SEO approach, is to help them and make their websites more visible for relevant queries,” Szymanski said. “What’s not widely understood is the fact that ultimately organic search visibility is all about signal input. Search engine optimization is in essence managing that signal input. The best advice that clients readily embrace is to manage what goes into search engines in order to achieve the best possible result.”

6. The source seems legit

For those of us who have been in the industry for several years, we’ve seen some popular personalities and websites that have published some questionable, misleading, or downright incorrect information. 

So we should produce better information as positive alternatives to learn from, according to Bill Slawski, Director of SEO Research at Go Fish Digital. 

“Sadly, there is a lot of misinformation in the world, and some SEOs are much more interested in writing popular clickbait rather than something that may be more accurate,” Slawski said. “These authors can sometimes be successful in terms of being paid by toolmakers, but aren’t helpful to SEO customers who want successful businesses.”

Every media or publishing site occasionally gets information wrong. Most reputable ones admit and correct their mistakes. That isn’t always the case in SEO. Some people, when corrected, will ignore it or – worse – stubbornly stand by their harmful content. 

What should you do when you have to deal with clickbait or wrong information? Find out where they came across the information. Then point them toward two or three easily verifiable resources that are extremely credible, said Michael Bonfils, global managing director of SEM International. 

“My usual response is, ‘I wish it was that easy,” Bonfils said. “But in reality, this is what we do and how it works.” 

7. It’s considered “best practice”

In SEO, frustratingly at times, the answer often is “it depends.” That’s because what is considered SEO best practice in e-commerce SEO can be different from news SEO or local SEO or enterprise SEO.

No two websites, even in the same market, are exactly the same. Some strategies and tactics may work for multiple websites, but results will inevitably vary. Some SEO “best practices” may prove to be “worst practices” for some websites.

One solution here is to steer the conversation toward your existing goals and tactics, said Jes Scholz, group chief marketing officer at Ringier.

“Remind them how well the current strategy is working and doing both the current strategy along with the myth isn’t possible, either due to resource constraints or strategy conflicts or whatever it may be,” Scholz said. “Then give them the power by ending on a question of how to proceed.”

Davies said it’s actually good to question ourselves.

“We’re all testing all the time. As knowledgeable as I think myself to be, my instincts have been wrong at times,” Davies said. “Basically, while 9 times out of 10 you may be right, testing and finding that one may pay big dividends over time.”

The solution may be as simple as running a test. 

“Find a set of pages where something could be tested with clear signs of search impact but hopefully low on business (pages with him impressions but low clicks often come to mind),” Davies said.

What to do when faced with these SEO myths?

The key isn’t whether to bust the myth, but <em>how</em> you bust the myth, said Ryan Jones, VP, SEO, Razorfish. 

“You have to let the coworker/client down easy. It’s possible that the myth could have been good advice or common theory years ago and they just haven’t been keeping up to date,” Jones said. “They might have hired a bad SEO before. You don’t want to make them feel guilty for that, but you do want to give them proper advice going forward. You just need to do it gently, and there’s also a time and a place.”

In other words, you can save the “well actually…” and combative tone for your next Twitter argument. 

“Don’t derail a larger conversation to get into an in the weeds SEO discussion. A follow-up email or conversation may be warranted in that case,” Jones added. “Never lose track of the bigger goal of the project/discussion and don’t miss the forest behind the trees.”

Corey Morris, chief strategy officer at Voltage, said it’s important to be kind when addressing any myths or misunderstandings when a client or contact has misguided information about how SEO works. 

“Take an educational approach,” Morris said. “By addressing the broader aspects of how Google works, what it rewards, and why things are (or aren’t) included in that, I can find an anchor point with them.”

Kevin Rowe, VP of strategy and product at PureLinq, has a standardized approach that includes, in part, a three-question litmus test for prioritizing and assessing risk against goals. Those questions are:

Did the recommendation come from Google?Is the person/company providing this info a full-time SEO for 5+ years in your niche/similar niches?Was there a study done with a methodology?

“It’s really important that you treat the client as if they are logical people that have good ideas and not uneducated in SEO,” Rowe said. “Just because we’re experienced SEOs doesn’t mean we always have the best answer.”

But what if a client is stubborn about an idea? Jason Barnard, founder and CEO of Kalicube, said you might have to stop working with them. 

“Why waste time?” Barnard said. “There is no lack of smart business owners in the world who don’t treat SEO as a one-trick-quick-and-easy-win-every-time-with-no-effort. Let’s work with clients who want to integrate SEO into a wider business-focussed digital strategy.”

The post 7 reasons why people believe SEO myths appeared first on Search Engine Land.

How to create a three-tier blog strategy to increase revenue

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on How to create a three-tier blog strategy to increase revenue

You’ve completed your audience analysis – you know exactly who you’re targeting.

You’ve done your keyword research – you’ve mapped out your blog topics and what keywords to include in those posts.

You’ve completed your competitive research – you know which pages are ranking in the top three positions of Google, what information they cover within them and their word count.

You’ve outlined your blog post – you know what you want to say to your audience.

These few steps lead the way for reputable blog creators.

But sometimes, even the most effective blog writers fail to focus on sales data – where are these visitors in the sales funnel?

These visitors typically represent three levels:

Newbies (at the top of the sales funnel) don’t know much about your product, services, industry or business.Intermediates (in the middle of the sales funnel) are educated but crave more knowledge.Experts (at the bottom of the sales funnel) are, well, experts and seek something new.

Before the writing begins, you need a blogging strategy that targets these different levels. A three-tier blogging strategy can help influence and persuade the basic levels of prospective customers within the sales funnel.

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A tale of three buyers

Consider where your prospective customers are at in the sales cycle when formulating your blog strategy and creating content for each buyer’s persona tier. When creating content for your business, regardless if it’s product- or service-based, the blog strategy will do best initially by representing content rationed as follows:

50% created for newbies at the top of the sales funnel who need as much education as possible.25% for intermediates who have some base knowledge but are seeking more.25% for experts ready to buy but thirsty for an innovative look at your industry, products, or services.

Here’s a quick example of how this would work for a ghostwriting agency:

50% for those who know nothing or little about ghostwriting, including how it works. This content is built to get these readers into the business universe and influence them to learn more.25% for those who have a deeper understanding of ghostwriting but search for new techniques and reputable help.25% for those who have used ghostwriters in the past are looking for one with a particular edge over the competition.

Again the 50/25/25 is common. But if you have an exclusive product directed toward knowledgeable people, you may want to focus on intermediates and experts. You’ll learn more as you collect data and test.

This blogging strategy is not just for prospective customers. You can also use this information to continue influencing and building your reputation for existing clients – something that is especially effective for your intermediate- and export-focused blogs highlighted in newsletters sent to existing customers.

How to create a three-tier blogging strategy

To create this three-tier blogging strategy, begin with a deep analysis of your current traffic and sales demographics, which hopefully your company or client’s company has available.

Imagine someone who sells only high-performance parts for Ducati motorcycles, primarily for racers but used by Ducati enthusiasts. For the sake of simplicity, we’ll call it the Ducati Shop. The target audience consists of professional race teams with a higher budget and Ducati owners who like to splurge on their exclusive machines.

Regarding traffic demographics, Google Analytics provides much to get you started, such as age, gender, location, and acquisition metrics (e.g., which social network did visitors come from).

With this knowledge available, you can then tweak the focus of your blog strategy on your most frequent visitors.

In our Ducati Shop example, say 80% of the traffic was males in their 40s located in California, and most of them are arriving on your website through Facebook traffic.

That provides some baselines for topic ideas that will influence, which you can explore deeply. For example, the research would include motorcycle-specific events or locations in California that would attract a Ducati owner. And the place to find them? Facebook.

That would start some high-level thinking of topics, such as:

Top Nine California events for Ducati owners in 2022Are you prepared for your next Laguna Seca Track Day? (Laguna Seca is a track in California)Follow these five Ducati Facebook groups if you live in California

Next would be some sales data. For example, what are the highest ROI services/products you sell? And what is the top-selling product, and how can you market it better?

You can then mention those products/services within your blogs with various anchor text pointing toward your main selling pages. This will naturally help your overall SEO strategy and influence the readers about what you’re marketing without making a direct selling statement.

Much more data will be available as you monitor your content, including what type of messaging/voice, length, or CTAs convert best within each piece of content. This is where it’s wise to set up goals in analytics to track your blogging strategy’s progress directly.

More data helps you better influence future blogging strategies and tweak older blogs based on this new knowledge. And a bonus exists with tweaking older content: search engines want to provide searchers with fresh, useful information. If it’s good for searchers, it’s good for your audience.

You can split your content into the 50/25/25 blend, which again may change based on your testing of ongoing content strategies.

Tier 1: Blog strategy tips for newbies

When writing for the newbies’ portion of your content, begin with a 50% share of your blogging strategy. Create a sharp focus here on creating pillar or skyscraper pieces that you can continuously use as a focus for internal and external links.

This content is for those just entering the sales funnel, which means you want to educate them and influence them to return to you for information. Most of these readers won’t be first-time buyers, but your influence as the authority on the subject will influence them – a reason why you must create much high-level content that talks to these beginners.

You want to chase rankings for long-tail keywords on the broader spectrum. Businesses with a sharp focus will have easier ranking due to the lack of search volume in the “broader” target keywords. Rather than “Ducati Parts,” which would be tough to rank for due to its 1,000 monthly search volume (according to Semrush data) and some established websites owning the top positions, including Ducati itself holding the top spot.

Instead, optimize the 50% of newbie blogs on longer-tail but still broad keywords such as  “Ducati parts online” (390), “Ducati scrambler aftermarket parts” (320), and “Ducati performance parts” (210).

This is also where an attractive title will help influence click-throughs, especially when these blogs are amplified through social media, newsletters and paid ads.

For these blogs targeting newbies, “how-to” titles work, and those that show a promise, such as increasing revenue by using a three-tier buyer’s persona blog strategy.

Tier 2: Blog strategy tips for intermediates

Next, focus 25% of your blogging strategy on creating content for the intermediate crowd in the sales funnel. These readers are educated but not experts and need that extra boost of influential content to either return to your website for more or become a client.

When creating these topics, you can dig deeper into your knowledge base as a content creator. Here’s where you can exploit the meaning behind a case study that relates to your business or take a deep look into your industry’s history or past successes.

Here the Ducati Shop would create content around a deep history of a particular motorcycle model, such as a 916 Superbike or a Monster. This blogging strategy would help provide reputable and quality content about these models and soft-sell the performance parts available for the models through both internal links and in-text CTAs.

Here you can get more granular on keywords, chasing even longer-tail keywords. The strategy would be to add extensions for each motorcycle model for the Ducati Shop, such as “Ducati Panigale parts online” or “Ducati Monster parts online,” etc.

It’s all about adding value to the reader’s intent. This 25% of readers know the subject matter and want deeper knowledge. Giving this audience what they want may influence them to return to your website or (even better) become a customer or client.

Tier 3: Blog strategy tips for experts

Here’s where you can focus on super long-tail keywords – only ones that typical experts within a field would know. These readers are ready to buy now. They are knowledgeable but are looking for the perfect product or partners, contingent on your business.

If the online Ducati shop sells complete racing parts that only expert mechanics or racers would understand, such as flashing an ECU for a V4 Panigale, offer content that explains the available benefits and options. Those low-volume keywords can drive thousands in sales with less effort than ranking a blog for newbies.

Here’s a wise place to expose your highest-priced items. If you’re an SEO agency with a $25,000 monthly enterprise campaign with proven case studies, use those case studies to find a super-focused audience searching for longer-tail, super low-volume keywords.


Understanding your audience demographics and sales data is the first step to driving the three-tier blogging strategy. Visualize these clients. Separate them by their education about your industry and products/services.

Are they newbies who know nothing? Are they well educated but crave more knowledge to join your universe of frequent content? Or are they experts looking to buy now?

Experiment with creating a three-tier blogging strategy with a 50/25/25 blend of focuses. Influence at each of these stages in the sales funnel. Continually test to see where you’re most successful. The 50/25/25 blend is only a starting point; keep tweaking as your revenue grows.

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Google Business Profiles add new recycling attribute

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on Google Business Profiles add new recycling attribute

Google Business Profiles add new recycling attribute

Google has a new recycling attribute label you may be able to add to your Google Business Profile, the company announced. This attribute can be used to highlight if your business offers recycling services for its customers.

Google said this makes “it easier than ever for people to find nearby recycling points on Search and Maps.”

What it looks like. You may be able to see examples of this in the wild for queries such as [battery recycling near me] or similar kind queries. But here is an example from Google on what this new attribute looks like:

How do I add it. You can add this new attribute to your local business profile by logging into your Google Business Profile account, clicking on the info tab and then selecting attributes. If you see the recycling attribute, you can select it and save it to your profile. If you do not see it, that means your business category does not support it for your business.

Please note:

Some attributes are only available in certain countries or regions, or to certain categories of businesses. For example, depending on the type of business, you might find attribute options for acceptable payment types, accessibility options, or whether the business is LGBTQ+ friendly.Attribute names may change over time to better match the ways that people search for businesses.

Why we care. Any icon or label you can add to your Google search listings can help improve your overall click through rates and potentially drive more traffic, customers and sales to your business. So make sure to add all the appropriate attributes to your local listing to gain those icons and labels in your Google Maps and Google Search local listings.

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Twitter and Talkwalker: Using cultural insights to execute your strategy

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on Twitter and Talkwalker: Using cultural insights to execute your strategy

Twitter and Talkwalker: Using cultural insights to execute your strategy

Interacting with consumers during major cultural events, like the Super Bowl or the VMAs, is not just for big advertisers. Digital channels act as virtual meeting places to discuss these events and for brands, this means it’s necessary to keep a pulse on conversations and trends at all times.

Register here to join Twitter, Talkwalker and Khoros in our upcoming panel on Tuesday, April 12 at 12 pm ET to find out how brands benefit from consumer intelligence to transform cultural moments into winning strategies.

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How to Become a Data Analyst (Beginners Guide)

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on How to Become a Data Analyst (Beginners Guide)

What is a data analyst? Data analysts collect, refine, and interpret data sets to answer specific questions and solve problems. Experts in converting raw streams of information into actionable insights, data analysts can work in a host of industries, to empower companies with data-driven knowledge. Those interested in a data analyst career need proficiency with […]

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15 Best Keyword Research Tools (Free & Paid)

Posted by on Apr 4, 2022 in SEO Articles | Comments Off on 15 Best Keyword Research Tools (Free & Paid)

Choosing the right keyword research tool is important to your business. Keyword research is the cornerstone of digital marketing and the best keyword research tool can help you find good keywords to target in your campaigns. As seasoned digital marketing and SEO experts, we have experience using all sorts of keyword research tools and know […]

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