10 Content Marketing Trends That Will Affect Your SEO Strategy

Posted by on Jul 13, 2018 in SEO Articles | Comments Off on 10 Content Marketing Trends That Will Affect Your SEO Strategy

10 Content Marketing Trends That Will Affect Your SEO Strategy

The content marketing industry is continuing to evolve, and the trends that appear mingle with other faces of the marketing. SEO is an important asset and facet of the marketing domain. SEO and content marketing should always be best friends, one should not live without the other. 


That’s how we come to the idea of searching the trends in content marketing which influence SEO so as to know what to expect and how to place ourselves on the wave and not against it.



With so many trends to choose from the content marketing area, we had a hard time narrowing down the ones that will have a high impact on SEO, but nevertheless, here they are:


Natural Language Search
Bite-Sized Content Revolution
Personalized Content Experiences
Content Creation Process Has Reconfigured Its Steps
Content Marketing Will Be Written Only for Content Marketers
Context Is the New Era of SEO
Influencer Marketing Has More Power
Customers Expect Full Transparency 
Video Content Is the Most Preferred Type of Content
Native Advertising Is Rising Rapidly


Having such a handful list of goodies, it’s time to make the content marketing strategy, prepare our tools and get to work. Now that we are passed the springtime and we’re heading into the sunny summer, we have to be prepared, otherwise, we risk getting burnt. We don’t need just suncream but also our bag of knowledge and the life ring to help us stay above the water.


1. Natural Language Search


These last years, voice search started to increase viciously. According to Search Engine Watch, Google voice search queries in 2016 are up 35x over 2008.



41% of adults conduct at least one search per day, and that number will keep rising. By 2020, voice searches are expected to account for 50% of all online queries, which is up from 30% than 2016, according to SEO Expert.


Google said that 20% of mobile searches on Google are now voice searches. This trend has a high influence on SEO. In the screenshot below you can see how much the voice search accounts from all the searches performed on the search engines.



The printscreen is taken from a study on the effect of voice search on SEO we conducted some time ago (more exactly in September 2017). You would be surprised what we discovered!


We performed some searches in Google trends to understand the evolution and to have a clearer understanding of how voice search can revolutionize the SEO world (and if that’s a true fact).



We then added some other search terms to compare. We wanted to see if there is a difference between an organical growth and an explosive one.



We discovered that SEO was on the safe side, but not for long. We can still use our SEO and digital marketing knowledge as the voice revolution might be close but not yet underway.


As a recommendation, I would suggest using natural language and create relevant content that is easy to read, just like you are talking with somebody and not over-optimizing for the sake of SEO “success”.


When asking a question in your article, try to respond to it in a full sentence, giving a specific response and make it easy to skim. Try using a conversational tone in your content and optimize for long phrases or even questions. Keyword tool has an option which allows you to receive a recommendation based on your search terms. And you can choose to see all the questions and the metrics attached to them.



Some other thing you should do is optimizing for local searches since they started to take a hike in searches. As you could see from our study on voice search, there were a lot of “near me” searches.


2. Bite-Sized Content Revolution


The length of a piece of content has always been a topic of discussion. Bite-sized content changed the way we consume media. Twitter revolutionized the way information was distributed. You had a limitation of 140 characters so that tweets could fit into single SMS messages. Then they increased to the limit to 280 characters. It was the only time the company increased the number of Tweets, for parity in language. According to their researchers, 9% of tweets reach the character limit in English compared to the Japanese, which was only 0.4%.  


The way we write and use social media marketing to share information changed the way we read and consume content, as well. And that’s got a strong effect on content marketing and content marketers. Bite-sized content has lots of advantages such as fighting against boredom, and it is easier to remember because it is the essential, and it is adaptable to the readers.


Bite-sized content works very well for those who are avid users of social networks and news readers or those who are used to find chunks of information at their fingertips. Millenials are maybe the biggest consumers of such type of content.


You should follow the “bite-sized content” trend if you want to attract other categories of readers. Or in case you are used to serve long content with lots of points and topic of discussion, such as listicles and cover a larger audience.


If you want to nail this trend down and explore it to get the wave of readers, you should try to cover the news and other information that is fresh, by offering more value and more information in an easy-to-read article.


3. Personalized Content Experiences


Personalized content is the new buzzword in the content marketing world. Studies have shown that this year we’ll have more content than before, and this story has been around for some years. Several dozens of pieces of content might be published until the end of this year.  


For example, Domo, the American software company which specializes in business intelligence software, performed their research and shared the results through their Data Never Sleeps 5 project (the fifth year since it started). In the graph below you can see how much data is flooding the internet every minute of the day.




That being said, with all the data coming around and bombarding the reader with information from all sides, your content must stand out. That’s how the personalized content appeared. The readers feel important when you address them in person.


A study by Demand Metric shows that personalized content is more effective than “un-personalized” content. 80 percent of marketers agree.




Personalization has started to become critical in the future of content marketing. It is a content marketing trend that has a big influence on SEO. That means more appropriate content for each user, based on their last searches on site, on their last activity on social media, on the actions taken on site and so on.


For example, one user downloads an e-book from your site. Next time you could offer similar e-books, or you could welcome them by name on your site. Go further, and send them personalized emails. It is more personal, and you get a chance to fulfill your readers’ needs.


Adidas used the personalization technique to send different emails to women and men, which was very smart and appealed better to each gender. Below you can see an example:




Personalized emails experienced an increase of 26% open rate. And the nice part is that everyone can take advantage of this technique. And this is just one example. You can create content only for your users, or you can offer special prices for them, depending on your digital business.


For example, Answer applies special discounts in the checkout step for users who are the in VIP club, meaning those who passed their first purchase.


If you’re using personalized content, you’ll have higher scores and in the end, a strong and good impact on SEO. Not to mention you’ll improve the user experience. You’ll need to rely on automatization and create segments, and collect behavioral data to maximize your SEO efforts.

4. Content Creation Process Has Reconfigured Its Steps


We all know that people used content creation by starting with a keyword they wanted to rank for (usually a long tail one, to get a high volume of traffic) and creating content around it. The deceiving part of this content creation process was that it started to attract a lot of thin content just for the sake of ranking high in Google, with no intention of serving the user.


The content creation process changed and now follows a more natural and more user-friendly path. Now you have to start with finding a problem and getting the answers to that through your content. Then perform a keyword search for your topic, optimize it, promote it and so on.


If a few years ago people started with the keyword, now they are beginning with the topic by looking on social media sites; forums or client’s questions, reviews, feedback, comments or support questions. There is a lot of content at the moment, and having an article that addresses a pertinent question and has answers to readers’ needs, will secure you a safe place in Google. It is a necessity. Following high rankings in Google with no value content is no longer an option.


Google trends is an option for following popular topics, based on their searches. Follow popular websites in your industry, or follow trending hashtags on Twitter.



Some other way to get ideas would be to steal the spotlight from your competitors. cogntiviveSEO Social Visibility tool has an option to see the competitors’ content that works best on each social media channel:



The new content creation process can bring you lots of benefits if you try to respond to the questions and needs of your audience, instead of following keywords to rank for with no value-added. 

5. Content Marketing Will Be Written Only for Content Marketers


We are living hard times, especially in the content marketing world. Unfortunately, content marketing is starting to be addressed to content marketers. How will this affect SEO you might ask? Tremendously.


The Marketoonist said the evolution of content marketing is simple: we write content for content marketers. He even made a nice illustration on the topic.



We got to the point where there is so much content written from one minute to another, that I’m sure a lot of content is rewritten in some parts. Let’s think of it this way. You go to a conference where lots of experts gather and start talking on a topic, and for sure multiple ideas will pop-up and at least 5 people will write about what was discussed. Each has a unique style, that’s for sure, but inevitably some ideas will be similar. You can’t avoid it.


On top of that, there are a lot of people who use tools for rewriting content that already exist on the web. That falls into the dark hat category. We all know that article spinning is not accepted.


If you are using this technique, you are putting your website in danger. Instead, if you’re trying to offer valuable content and write content for the content marketers, you must keep up with it. There is a high competition out here, you must have information that educates the audience and offers engaging content. Attract and retain your potential customers. You must be prepared to play in the big league. Don’t write what is already there. Make it personal and talk from your experience.

6. Context Is the New Era of SEO


A new trend is embracing the content culture and the knowledge-sharing industry. It is about the patents that talk about context and how search will change its form. The trend started with the saying “context is king”. After all the time we heard content is king, now the times changed and a new concept will rule the whole kingdom.


Google’s attention on the user intent when searching started to have a high significance because context is something beyond keywords. Now, Google is trying to focus on user intent to offer more accurate and personalized results. We discussed previously the patents that concern the context topic and we discovered the role it has and if it can impact SEO.


Through context, Google aims to show topical search results, which is very well exemplified in the next screenshot:



After we explored the patent and tested out ourselves to see how search results look like, we thought of the implications it might have on search engine optimization.


We should focus on lots of other indicators, besides keywords. We need to create a relationship between terms and concepts in content. For example, if we are writing about “Volleyball rules”, then you need to think of all the keywords and phrases that are related to your topic and include them there. Make sure you think of the users’ intent. What are they trying to find out? What are their questions? And try to offer responses in a friendly tone, depending on your topic.


The content must answer to the title. You should use synonyms of your title, and not repeat the focus keyword hundreds of times.

7. Influencer Marketing Has More Power


 Influencer marketing will dominate in 2018. According to a study by Nielsen, 83% of consumers trust recommendations from their peers over advertising. People trust recommendations from individuals over brands. Another research on the same topic by NoGre, a graduate education community, says that 88% of consumers trust online recommendations as much as personal ones. 


Lots of brands already use influencers for promoting their services, because influencers influence the decisions of the people who follow them. Besides that, they bring a lot of benefits, such as:

Influencers can produce more shareable content for brands;
Brand-influencer relationship can be a long-lasting partnership;
Influencer campaigns can spread across multiples platforms to achieve a wider range of influencers;
Influencers sharing qualitative images and original content;


Gal Gadot has become the CEO (Chief Experience Officer) of Huawei; she is also the ambassador of the latest handset. She appeared in their video marketing campaigns and she published social media content from Huawei smartphone as you can see in the next screenshot:



Visual content is highly appreaciated by users and due to the type of product, they had a lot to gain from their collaboration with the actress. 


Another interesting campaign we’ve discovered from Huawei was in a collaboration with the presenter of Asia Express in Romania. Asia is a place with lots of beautiful and intriguing experience and Huawei Mate 10 Pro was the great companion for taking the best shots of the show through the eyes of the presenter on Instagram. You could follow the path of the competition by following the hashtag #huaweimate10pro (and #asiaexpress).


Below you can see some screenshots:



Lots of the pictures were part of the Huawei campaign and all of them had the hashtag #huaweimate10pro.



The marketing tactic Huawei follows, by collaborating with influencers, leads to fulfilling their marketing purposes by driving traffic and sales. These examples are well-known and effective practices and they can give high flexibility to the brand to promote the product or service through an influencer. It generates quality content, and you can offer related information and accurate digital content through content curation. 


SEO can have a lot to gain from the influencer marketing trend because you can create articles and content to support your campaign and explain what you did and create a story around it. Not to mention, if you have an innovative idea, you can create word-of-mouth and lots of links will “flood” your backlink profile.

8. Full Transparency for a Beter Customer Experience


The Global Trust in Advertising survey by Nielsen, developed in 2015, shows that Europe has the lowest trust rate in advertising compared with the other continents. That explains, on the other side, the reason of the GDPR existence. This change can improve people’s trust and create a better world on the web.


Below you can see the results of the research:



The EU General Data Protection Regulation (GDPR) created a lot of fuss. We are still new to this change and how it affects the website and business owners. Until 25 May 2018, all websites had to update their policy for transparency and let users know what & how their data would be used by publishers.


Lots of webmasters sent emails to users to give their consent to continue using the website. Also, when accessing the site for the first time, you had to give your consent before reading the content.



The fact is that customers expect transparency and feel safe knowing what information you are using, whom you give it to and what they can share or not. At the beginning, there might be people that will avoid doing so and search for another page, but there will be some that will update their preferences and remain, and others that won’t lose time and accept in a second.

9. Video Content Is the Most Preferred Type of Content


Video consumption has tremendously increased in volume in the last year. Here are some interesting stats to understand the dimension of the idea:

YouTube has over a billion users, almost one-third of total internet users;
87% of online marketers use video content (OutBrain);
Having a video on a landing page can increase conversion by 80% (EyeView);
Demo viewers of a product are 1.81x more likely to purchase than non-viewers  (DMB Adobe);
51% of marketing professionals worldwide name video as the content format with the best ROI (Insivia).


And these are only a few numbers. There are lots of other studies and analyses that show video is one of the most effective and engaging types of content. Video content has become the most preferred forms of content, for sure. According to a study by Outbrain, 86% of marketers prefer video, instead of blog posts, slideshows, articles or others.


We already took advantage of this trend, as lots of other experts and brand did, by creating podcasts and learning videos for those who want to know more about SEO and marketing.


cognitiveSEO talks are interviews with experts on the industry that we tackle with on lots of ideas on how to create a better company, to increase traffic, to become better specialists and follow insights on their success story.



If you’re a Facebook user or Twitter user, then create video content there and share it with your target audience. Make sure your video has a high quality and the message is easy to understand. Look at your competitors to see what they are doing (wrong or right).


Use live videos. They are so popular right now. And the great thing about them is whenever you post a live video as a brand on Facebook, it automatically sends a notification to all of your fans that you are live and they can view your video. Take advantage of that.




Try to talk about what interests your users. Invite them to tell what questions they have. For example, Gary Vaynerchuk’s has the “Ask Gary” live streams on Periscope regularly where he gathers 5-6k simultaneous viewers. Kindly ask them to subscribe or like the video at the end, as that is a common practice.

10. Native Advertising Is Rising Rapidly


Native advertising is known to take the lead and grow faster in the years that will come. Just like personalization had a great impact on the audience, native advertising has a higher chance to convert the viewers.


A research by Native Advertising Institute says that more publishers are adopting native advertising. 51% of them already have. In the same research, it is stated that an overwhelming number of publishers (82%) are positive toward native advertising.



All these numbers can work very well for you and can bring you revenue if you decide to use a native advertising campaign. There are platforms that can help you share high-quality content and increase the number of traffic through content amplification. Outbrain and Taboola are two examples of content distribution platforms where content sharing is very easy to implement.


A good example of a successful native advertising campaign is the one from CNN. They used a native advertising campaign that helped them increase their revenue by 60%. Create was the team that was responsible for the development, production, and delivery of all branded content for CNN International Commercial clients.


In early 2016, CNNIC established a partnership with Sharethrough, a distribution software that helps publishers manage their native content over many different platforms. Sharethrough personalized a product for CNN International Commercial which allowed it to manage its native content over all the CNN-owned platforms.


Branded content and native advertising has exploded in the last couple of years. It is an upward trend that other publishers are also experiencing.

James Hunt

Vice President Create Group, CNN International Commercial’s in-house marketing and global brand studio




Content marketing is a changing industry just like any other. We were witnesses at the video content that changed the rules of how we see content nowadays, becoming at one point of the most preferred type of content. Influencer marketing comes quickly in the forefront and if you use the right influencer and concept you have a high chance to craft great content around it and create word-of-mouth that will mean: brand awareness, more content, higher visibility, and increased traffic. 


The focus will fall on the personalization, context and natural language in your articles. Everybody is looking for experiences. That’s one of the reasons why native advertising has increased so rapidly and will grow even higher. Paid advertising can be an excellent choice if you are using it for content amplification to promote various content formats you have available on your website. All editorial calendars should include content distribution.


The recommendations from our article will help you get started with making your content trend-approved. Kick your marketing approach a notch. Follow the guidelines and implement a better content strategy to achieve your marketing goals. Your content makreting efforts will pay off. 

The post 10 Content Marketing Trends That Will Affect Your SEO Strategy appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

What is Domain Authority?

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on What is Domain Authority?

What is Domain Authority?

A 1-100 score predicting how well a site will rank in major search engines. Domain Authority is a measure of how well a website is likely to perform in search engine results. It’s a search engine ranking score developed by Moz to give an overview of likely site performance. After Google deprecated and then stopped publishing PageRank, DA became one of the go-to replacements. Where Do I Find Domain Rank? If you’re using Moz toolbar, it’s here: If you’re inside Moz Open Site Explorer, it’s here: How Does Domain Authority Work? DA is a good quick way to tell if…

The post What is Domain Authority? appeared first on The Daily Egg.

What Is Anchor Text In SEO and 5 Deadly Mistakes To Avoid

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on What Is Anchor Text In SEO and 5 Deadly Mistakes To Avoid

What Is Anchor Text In SEO and 5 Deadly Mistakes To Avoid

What Is Anchor Text In SEO and 5 Deadly Mistakes To Avoid
Anchor text is…

This is anchor text

Click on it.

It brought you to another web page right? That, is exactly what an anchor text is.

It is the visible, clickable part of a hyperlink.

There are 8 categories of anchor text, let’s see what they are:

1.Exact match:

An example of exact match anchor text linking to an article about fixing thin content.

If someone links to this article with the anchor text being ”anchor text”, that would be an exact match.

Because they are using the exact keyword that I’m aiming for.

This way it is absolutely clear to both users and search engine what the link is about.

Here’s the thing,

And because the anchor text in Google’s point of view, acts like a description to the linked content itself.

Now my article will be more relevant to “anchor text” in search engine’s eyes.

2.Partial match:

Like an exact match, partial match anchor text uses keywords related to the linked content.

There is, however, some difference.

“What not to do with anchor text” or “tips for anchor text”

This would be a partial match anchor text for my article.

Here’s why:

Notes how the main keyword is there, but there is also some add-on? The add-ons make it a partial match instead of an exact one.

This is more ideal because:

The writers can modify it to some extent to fit in nicely with the flow of their content.

In the same time, the keyword is present. Which helps maintain the relevancy.


I’m linking to the article direct using its brand name.

Branded anchor text simply means using the brand to carry the link.

Look at this:

Using “SEOPressor” to link to this article would make it a branded anchor text.

It’s easy to figure out that the linked page is associated with their brand.

Google deems this as a healthy practice that increases brand visibility.

And because the brand itself carries the connotation of what they do, you’re already giving a big enough clue on what the content is about.

If you use the anchor text “McDonald’s” I’ll know you’re talking about burgers and fries.

So try to use it when the brand name itself is well known enough.


Generic anchor texts are best used when you want to divert your audience’s attention.

As opposed to gently easing the link into your content.

Here are some examples of generic anchor texts.

Prompts the reader to click on the link actively. This is the most demanding way to tell your readers to “Hey! click here and check this out”.

This, however, gives no clue to machines what the link is about. Keep that in mind if you plan to use generic anchors.

5.LSI keywords:

LSI keywords stand for Latent Semantic Indexing keywords.

Don’t worry, I’ll explain.

In plain everyday English, it simply means keywords that are thematically related.

The easiest way to find out LSI keywords is looking at Google’s autocomplete queries and related searches.

You can simply find out your related LSI keywords by looking at Google’s autocomplete options.

Also check out the related searches at the bottom of the page for more LSI keywords.

There are also services on the web that generates LSI keywords for you.

Google automatically associates LSI keywords with one another.

So if you want to link to something similar, but don’t want to risk abusing the same keyword again and again, using LSI keywords will be a good option.

6.Article titles:

Linking to an article using their title makes absolutely perfect sense right?

It also gives your readers and the machine alike the exact idea what the linked content is about.

The only thing you risk is that it may seem a little out of place in your content.

But there’s nothing that can’t be fixed with a little formatting.


Try to ease the link into the content using some introduction phrase.

This looks much better right? It does cuts off the flow a little bit, but just a little bit.

The most important part is, if it’s helpful for the readers, they will be more attracted to check it out.

The “Hey look here” effect is pretty much on par with the generic anchor text.

7.Naked URLs:

Naked URLs are well, URLs, naked.

In this case, instead of using any kind of anchor text, you are simply presenting the URL as it is.

I have to say that it’s not very pretty, nor does it gives much clue on what it’s about.

The thing is:

If you’re linking to the homepage of a website, let’s say this would make better sense compared to

linking to .

In some cases, like this one, it will still make sense because of the way we construct our URLs.

But, the point here is,

unless the URL is short and precise and the situation absolutely calls for a naked URL, using it won’t be pretty.


Click on it. It brought you to another page right?

In this case, the image is acting as the button to your link. While the actual anchor text lies in the alt tag of the image.

In case you’re not familiar with it, the alt tag is how the machine reads an image.

It acts like a description for those, like search engine crawlers, that can’t actually see the image.

Here’s the thing:

If you are linking using an image, remember to fill in the alt tag. Because that will be your anchor text.

A quick sum up on the 8 categories of anchor texts.

At this point, I believe you understand that in SEO the anchor text is visible to both human and machines.

Search engine machines.

Which is exactly why anchor text is so important.

An anchor text is taken as a SEO signal that affects ranking.

The reason is:

Anchor text gives clues about the linked content.

In an ideal situation:

When links are naturally created it is because the linked content is relevant.

And being a writer we naturally want to provide the reader with the best reading experience.

What is the best way to fit a link into a content? By making sure that it fits just nicely right?

A thousand writers will have a thousand ways to fit a link just nice into their content. So a link will be carried by a variety of anchor text.

However, that was not the case 6 years ago.

We all know that backlinks are important signals telling Google that “Hey! Look at this page here it is absolutely important and useful. Bump it up the ranks!”

And because SEOs can never have nice things without spamming the hell out of it, anchor text was heavily abused as a black hat technique.

Because Google associates a link with the anchor text. So black hat SEOs starts spamming a link with a specific anchor. That way the linked content will shoot up in ranking for that specific anchor text as keywords.

Until the Penguin Algorithm released back in 2012 that is. It sent out penalties to web pages that practices anchor text spamming and also over-optimized anchor texts.

Yes, like all things considered SEO signals, anchor text can be optimized.

One thing to keep in mind:

Anchor text matter to both outbound and inbound links.

Which means, unfortunately, you have no control over how other people are linking to you.

However, you can definitely optimize it for interlinking. That is linking to your own pages inside your domain.

Nevertheless, be it linking to whichever direction you want.

Here are 5 deadly mistakes to avoid if you want to steer clear from pissing off Google:

1. Don’t use only one type of anchor text

There are 8 types of anchor texts to choose from.

From those 8 types, you can modify them to suit your needs and come up with 64 types of smaller branch of anchor texts. (ok I’m perhaps exaggerating but you get the idea)

Here’s what:

You really don’t want to restrict yourself with only let’s say branded anchor text and risked getting penalized.

Because there’s no way a naturally built link profile will so coincidentally be filled with only branded anchor text.

Showing varieties is the path you need to take if you want to stay on the good side of Google.

2. Don’t keyword stuff your anchor text

Anchor text is not your Thanks giving turkey to stuff keywords in.

I know I said anchor text sends a signal to Google on what the linked content is about.

Which makes it absolutely perfect to help raise relevance and ranking right?

Keep in mind that I also said:

SEOs can’t have good things without spamming the hell out of it and pissing Google off.

It has been tested and proven that keyword stuffing your anchor text like a Christmas turkey sends you directly on a bullet train to the Pissing Google Off Land.


If you want to use keyword focused anchor texts, use it sparingly and only when it’s absolutely crucial.

Using 1 or 2 is alright, no one ever gets penalized from 1 spammy-ish anchor.

Save it for when you need to send that impact. Other than that, try to steer clear from it.

3. Don’t link to spammy sites

Unless you’re a spammy site yourself and you want that association…

Otherwise, try to only link out to quality and trusted websites.

Sending your audience to some shady sites will not make you look good.

One thing to keep in mind:

If you have extensions like AdBlock installed in your browser, check out the page you’re linking to with your AdBlock off.

It might seem like a normal, pleasant website to you because all the bad things were blocked off.

Your readers, on the other hand, might not have the same browsing pattern as you.

You are putting them into a risk if you don’t make sure that the website has the green light before linking to it.

4. Be relevant

I have been repeating this again and again like a broken record.

Here I go again:

Anchor text gives information to both search engine and readers on what the link’s about.

So make sure that the text is relevant and informative.

If you can’t do that because you’re afraid of appearing spammy,

here’s what you can do instead:

Surround it with actual relevant context.

Google is smart enough to understand what a word means by analyzing the accompanying text.

You bet that they can relate in a logical way, what the linked content will be about according to the way you frame it up.

Even when you don’t explicitly spell it out on the anchor text.

Here’s some example:

5. Don’t link to the same thing using the same anchor text over and over again

This is quite literally spamming.

Look at that, it’s spammy and ridiculous.

Whatever you do. Just. Don’t. Spam.

If you want to grow your website the organic, white hat way.

Don’t participate in any kind of spamming whatsoever.

Sometimes you might accidentally spam in the excitement of sharing something awesome.

That’s why you need to track your anchor text every now and then to make sure you’re not accidentally abusing it.

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How Do I Rank Higher in Google Local Search? Bruce Clay’s Checklist for Local SEO

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on How Do I Rank Higher in Google Local Search? Bruce Clay’s Checklist for Local SEO

How Do I Rank Higher in Google Local Search? Bruce Clay’s Checklist for Local SEO

How Do I Rank Higher in Google Local Search? Bruce Clay’s Checklist for Local SEO was originally published on, home of expert search engine optimization tips.

The good news: Showing up in Google’s search engine can be extremely beneficial to your local business.

The bad news: Google doesn’t care if you rank high or low. It cares only that there are quality results that answer the query to the total satisfaction of the searcher.

So the pressing question is, how do you rank higher on Google Maps and Google local search results? This list of local ranking factors is not exhaustive nor in priority order, but grouped into general categories which you can jump to as follows:

Housekeeping signals
Keywords and content signals
On-page signals
Linking signals
Local Pack signals
Social signals
Success signals

Housekeeping Signals

1. Branding
Being a respected business in your community will increase your local search visibility. Google pays a lot of attention to a brand’s perceived trust and expertise. Even if you’re just starting out, aim for happy customers and consistent quality to attract traffic and mentions.

2. Domain name
Your website’s name should accurately represent your business or brand. It’ll be in every URL, so make it something appropriate and easily remembered. Don’t use a keyword phrase alone (e.g., to avoid an exact match domain (EMD) penalty. On the other hand, including a keyword as part of your domain (e.g., can help you as a local business if it’s tied into your brand name. Search algorithms are getting better and better at weeding out low-quality results, so make sure your domain doesn’t look like spam.

3. Hosting
When it comes to web hosting, think about speed, availability, and maintained software. Choose a host that ensures your content is served up quickly, since page load speed is now a factor in Google’s algorithm. Beyond the hosting platform, there are many ways to speed up your web pages. Using Accelerated Mobile Pages and/or Progressive Web Apps may be worth considering, as well.

4. Content management system (CMS)
Above all else, your CMS should be easy to use. Here, WordPress is king, consistently the top CMS used on the web. Consider how you can improve your system’s functionality with plugins — lists 1,864 plugins for “local” alone. And, don’t forget about a WordPress SEO plugin, too.

5. Compatibility
We’re in a mobile-first world, with the majority of searches happening on smartphones and Google evaluating sites based on their mobile friendliness. Check your site to make sure it’s mobile friendly and optimized for mobile devices — otherwise, your rankings and visitor counts will suffer. Voice search is the next big area of compatibility.

6. Email
Use your business’s domain in your email address ( rather than @gmail or another generic provider. It’s a small point, but worth putting on the housekeeping checklist to increase your professionalism and perceived trustworthiness.

Keywords and Content Signals

7. Keyword and content gap analysis
Identify the keywords working for you in terms of hitting key performance indicators and bringing in revenue. Use keyword research to find additional phrases that can serve your personas/community, and examine your competition online for their keywords. Wherever you find a gap in your own content compared to the top-ranking sites, expand accordingly.

8. Detailed competitive review
To get a more in-depth look at your competition, you’ll need to perform a detailed review. Examine their performance in every area in this checklist, then outdo them. The goal is to be the least imperfect with your local SEO.

9. Content creation
Content that informs, educates or entertains readers improves your engagement. We recommend siloing your web content based on the themes your business is about. Set up your navigation and internal links carefully to create a hierarchical structure for the content on your site. Doing so will strengthen your site’s relevance and expertise around those topics.

10. Content variety
Many different types of content can be “localized” to pertain specifically to your community. The list includes images, news, events, blog posts, videos, ads, tools and more. Having a variety of types of content indexed also gives your site more opportunity to rank, since they can appear in the vertical search engines (e.g., Google Images, YouTube, etc.).

Local content types diagram by Mike Ramsey

11. Content creation strategies
To establish yourself as a local authority, tell local stories and express your opinion about the topics your business and your customers are focused on. Excellent content can become a strategy for attracting search traffic and also local expert links.

12. Local videos
When you create videos that are appropriate to your website and region, you’ll soon discover that people will share them more on a local level. Build landing pages for your videos on your site to attract links and mentions. You can do this by uploading a video to your YouTube channel first, then embedding it on your page (copy the HTML right from YouTube’s Share tab into your page’s code).

13. Long-tail rankings
Use locally relevant content to rank higher in searches around the Local Pack. Examples would include posts like “The 5 Best Restaurants in Las Vegas,” which could answer long-tail queries such as, “What are the best restaurants in Las Vegas.”

14. Local relevance
Having content that’s locally focused can improve your reputation and reach in your area. This requires more than doing a find-and-replace on the city name to create hundreds of basically duplicate pages. You can start with templates, but make sure you’re including enough customized text, images and data to be locally relevant.

15. Landing pages
For the best local results, create optimal landing pages. For example, if your brand serves a wide region, you might have a different landing page for each city in that region, like “dog grooming Simi Valley” and “dog grooming Thousand Oaks.”

16. Schema NAP+W
Schema markup is code you can add to your website to help search engines understand your various types of information. According to Searchmetrics, pages with schema markup rank an average of four positions higher in search results.

Local businesses need schema in particular to call out their name, address, phone and website URL, also known as NAP+W, as well as hours of operation and much more. As an example, here’s what schema for our NAP+W would look like in the page code:

Local business schema markup example (in Google’s preferred format, JSON-LD)

Google is planning to expand its use of schema, so be sure to take advantage of all the structured data that applies to your content. Check out Google’s Structured Data Testing Tool to confirm you’re implementing schema correctly.

17. Information in the Local Pack
Search engines want to make sure local business information is valid before presenting it in the “Local Pack” (the handful of local listings Google displays at the top of a web search results page, with addresses and a map). A business’s proximity to the searcher heavily influences whether it shows up in Local Pack results, so your location matters.

Keep your NAP+W data consistent across all sources. This is a local SEO priority, as it improves the search engines’ confidence in your business listing’s accuracy.

Be sure to include your business address on your own website. You can do this in the footer so it appears on every page, or at least show it on your contact page.

18. Google Map embedded
By adding a Google map to your contact page or footer, you can quickly show searchers and search engines exactly where you’re located. Using an embedded map rather than a static map image provides extra functionality and reduces friction — a human visitor can just click the map and grab directions. On our site, the embedded map shows in the footer when a user clicks [Location & Hour Information]:

Embed a Google Map to add an interactive element to your site.

19. Testimonials
To boost your brand’s credibility, you’ll need to get some local reviews or testimonials. Earn them (here’s a list of SEO-approved ways to get local reviews) and then add them, localized and with the author identified whenever possible. Testimonials, especially on a local level, can have a big impact. Seventy-three percent of consumers say that positive reviews make them trust a local business more.

20. Hawk update
Google has long had proximity filters in place that prevent multiple listings from the same business monopolizing local search results. However, in the August 2017 Hawk update Google tightened its proximity filtering for organic ranking. The filtering radius for a same category business has been reduced from 500 feet to 200 feet. Same category businesses at the same address, however, are still filtered. The more exact restrictions may benefit businesses that previously had a higher ranked competitor just down the street, as both businesses may now be able to show up in local results. (Edited, h/t Mike Blumenthal)

On-Page Signals

21. Technical on-page SEO
On-page elements are critical to get right for organic SEO on any web page. In addition to the standard optimization items (see our always-up-to-date SEO checklist for a list), a locally targeted page should have:

City in the title tag
Schema markup (as appropriate to the page contents)
Do not stuff keywords
Do not simply find-and-replace city names
Appropriate reading level and complexity (compare top-ranking pages to find your sweet spot)

22. Local keyword optimization
Be sure to mention local keywords on your web pages (such as the name of your city, state or region and other geographical/local references) to help solidify Google’s understanding of your location and help you rank for local keyword queries.

Linking Signals

23. Local link building
You cannot rank in a city without having local links. When relevant, quality websites within your city link back to you, it shows you’re a trusted local brand. Only links coming from unique IPs, unique domains and unique WhoIs for your geographic area will help you rank, so don’t fall for link schemes. The anchor text (clickable text) used in the links also send a signal to search engines. (See more link building guidelines.)

24. Local directories
To make it easier for searchers to find you, you’ll want to be included in geotargeted directories for services, such as Yellow Pages online, a local restaurant database, or other. These citations add more weight to your site in the local search ranking algorithms. (This interview with local expert Darren Shaw gives helpful information on local listings, including a directory list.)

25. Social and web mentions
Are people talking about your brand online? Even if they don’t include a link, brand mentions on social media platforms show engagement and interest in your business. These linkless mentions (and also “nofollow” links) help your business by attracting new customers and reinforcing your brand’s reputation, which can even influence local search rankings. Use a tool like GeoRanker to identify local citations and social media tools to keep tabs on the conversation.

26. External links
Boost your credibility by linking to local expert resources that would be useful to your site visitors. Choose external web pages that are relevant to your subject matter and region. Remember that in order to be viewed as a local expert, you should visibly network with other local experts.

27. Competitor backlinks
If someone is linking to your competition, they might link to you as well. Start by looking at the backlink profile of your top-ranked competitors (using a backlink analysis tool such as Majestic, Ahrefs or other). Identify good candidates — high-quality and relevant sites that don’t already link to yours. Then see if you can earn links from those same sites.

Local Pack Signals

28. NAP+W consistency
As mentioned earlier, NAP+W refers to your business name, address, phone number and website URL. The goal here is for your NAP+W to be consistent across the board — wherever it’s listed online. For local optimization, you don’t want to have various versions of your address and phone number out there, such as:

NAP inconsistencies identified should be fixed (via Yext)

To see if your NAP+W is consistent, try Yext’s free test.

29. Google My Business (GMB) optimization
Having a Google My Business listing is critical for businesses with service areas and physical businesses. It’s a free business listing to start building your visibility in Google Maps and Google Search.

In addition to ensuring NAP+W information is accurate, here are some optimization tips for your Google listing:

Add a unique description about your business. Make it long (400+ words), formatted correctly, and include links to your website.
Add your open business hours.
Select the best categories for your business (use Blumenthal’s Google Places for Business Category Tool).
Include a high-resolution profile cover image, plus as many additional photos as possible.
Use a local phone number (not a toll-free number).
Encourage reviews from your customers.
Use Google Posts to enhance your brand’s Knowledge Panel with upcoming events or special news. Your post displays only temporarily (usually for seven days), but will remain visible to anyone looking up your brand using Google mobile search, so make each post unique.

Secondly, create and optimize your business listing on Bing Places for Business.

30. Check your site on Google Maps
Your Google My Business listing and schema also help get your business to show up in Google Maps. Since navigation systems and customers may refer to Google Maps to find you, make sure the pin marks the correct location for your business. Here’s how to add or edit your site in Google Maps.

31. Local business listings
Increase your visibility by including your business on sites such as Yelp, Thomson Local, Angie’s List, Yellow Pages, TripAdvisor, Urbanspoon, OpenTable, Merchant Circle and Foursquare, as well as local travel and news sites — choose the sites that fit your type of business and customer base.

32. Better Business Bureau (BBB)
Boost your credibility by ensuring that your business is listed with the BBB. Monitor your ratings there and display your BBB rating on your website as a trust signal for visitors. As with all local directories, make sure your location information on BBB matches your NAP+W.

33. Citation building and reviews
Reviews will usually reflect absolute happiness or absolute misery. So it’s important to monitor the quantity and sentiment of your online reviews so you can actively manage your reputation.

Review sites to monitor include: Facebook, Google, Yelp, Bing, local chamber websites and more.
Sites where citations and mentions may occur include: Reddit, Quora, news media sites like WSJ, etc.
Consider adding a page to your website with instructions on how to provide reviews and feedback.

34. Location pages
It’s recommended that you have one or more pages on your site dedicated to each location your business is in. Dedicate a page to each keyword, for example, “real estate agent, Simi Valley” (services, then city). Design this to be a good landing page for anyone searching within that area, and make the content unique. Avoid laundry lists or simply doing a wild card replace for the city name. Search engines can spot that type of duplicate content a mile away. (See our tips for dealing with thin content on your site.)

35. Press releases
Press releases can be a great way to let locals know that you exist, especially if you have breaking news. Opening a new location? Hosting a charity event? Be sure to publicize it, and include the local geo references (city name, etc.) in your text. A press release published through an online PR site might catch the eye of a reporter who will publish a news article about your business in a local publication.

Social Signals

36. Social profiles
Being active in social media and sharing your content (think content marketing) contribute to keeping your business top-of-mind. On social media sites like Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest, your profile pages matter — make them consistent with your brand voice and informative. Be sure to include your contact information. Engagement with your brand is a social signal, such as when something you’ve posted is shared or liked. It’s also a way to engage with current and potential customers.

37. Touch your followers
Help customers stay in the know. Social media can be an efficient way to spread news, local deals, alerts and updates to your customer base as well as get the word out to others. Interact with them one-on-one, and you may develop a brand advocate for life.

38. Become the local expert
Make yourself known as a trustworthy business by building local expertise and authority in your space. For example, you could teach a class or speak at a local event. Brainstorm presentations that bring value to an audience while showcasing your expert knowledge related to your business.

39. Local discounts
Attract local customers by offering discounts for locals. For example, you could offer members of a local organization $x or x% off your products or services, accept AAA discounts, or other.

Success Signals for Local SEO

40. Online and offline conversion tracking/analytics
Stay on top of your conversions — actual results and dollars earned from your website — through analytics. (If you haven’t yet, set up Google Analytics for free.) Pay particular attention to rising or falling click-through rates and bounce rates, which will show you how many searchers clicked through to your site and whether they liked what they found.

Enable mobile users to simply click to call your phone number wherever it appears, and track those interactions. Appointments and sales made online may also be important metrics for success. Remember, not counting progress is a failure.

41. Monitor rankings
Be aware of your rankings in regular organic results and in the Local Pack. I suggest you choose at least five specific local keyword phrases to focus on at a time, but test more for rankings. Regularly check to see whether your business shows up on the first page of search results; compare your results to that of your competition. You can do this through manual viewing of “[keyword] near me”-type searches, if you’re in the local area. You can also use a tool like AuthorityLabs to track local rankings.

While there’s a lot of work that goes into boosting your local search rankings, it will be well worth your time and effort as a local business. It may even mean your survival. The points on this local SEO checklist give you lots of ways to attract more customers with your online strategy.

I want to hear from you. Would you add anything to this list? Share your local checklist to-dos in the comments below. Then share this article with a friend.

Local Search Ranking Factors from Bruce Clay

What is a Slug in SEO and How to Optimize it Correctly

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on What is a Slug in SEO and How to Optimize it Correctly

What is a Slug in SEO and How to Optimize it Correctly

Beginners to SEO may come across the word slug. Various articles refer to the post or page slug and the importance of optimizing it for better SEO, but what does this mean?

In this post, you will learn what is a post slug and why it is very important for SEO.

What is a slug? A slug is the part of the URL that uniquely identifies a page and it’s in a format that is easily readable by both users and search engines.

For example, let’s take all the URLS that belong to this domain ( All URLs start with and then each and every page or post of the website, has a unique slug.

This is the part that comes after the “/”.

Example 1: -> The slug is “diy-seo-tutorial-for-beginners”.

Example 2: -> The slug is “search-engine-marketing”.

Example 3: -> The slug is “h1-tag”.

The domain of a website and the slug make up the URL (Uniform Resource Locator) of each and every page.

The URLs for all pages published on the Internet are unique. No published page can have the same URL as another page on the Internet.

Why are slugs important?

Slugs are important for two main reasons:

It’s one of the signals taken into account by search engines during the ranking process. They read the slug and try to understand what a page is about.
Easy to read slugs help users identify what content to expect for a page. For example, the slug of this page is “what-is-off-page-seo”, which tells users exactly what kind of information they should expect to find on that page.

Optimizing your slugs will give you an advantage when it comes to SEO and usability. In the SEO World, the process of optimizing the slug is the same as creating SEO friendly URLS.

WordPress slugs

It should be noted that the word slug emerged from the WordPress community. You can configure your slug under Permalink Settings.

When you install WordPress for the first time, the URLS may look like this:

This is not SEO or user friendly, so the first thing you need to do is to configure WordPress to use the post name as the slug instead of serial numbers.

When you go to SETTINGS / PERMALINKS, you will be presented with a number of options, as shown below.

Optimize WordPress Permalink Settings

The best approach is to select the Post Name so that your post slugs will include the post name separated by dashes.

That was a great first step but there is one more step to make sure that your slugs are optimized for SEO.

When you create a new post (or edit an existing one), WordPress allows you to edit the slug of a page or post.

As you can see in the screenshot below, there is an EDIT button next to the permalink of each page.

WordPress: Edit Slug

When you click EDIT, you can make changes to the slug and optimize for both users and search engines, using the guidelines below.

Note: Optimizing the slug is not a task for WordPress users only. You should try and optimize your slugs on other platforms as well.

How to optimize your Slug?

Now that it’s clear what a slug is and why it is very important for SEO, let’s see how to best optimize it.

Include keywords you want to rank for

Help Google and other search engines understand for which keywords you want to rank for the particular page or post, by including those keywords in the page slug.

For example, let’s say that you want to rank for the keyword “Asparagus Health Benefits” and you wrote a post with title “10 Amazing Health Benefits of Asparagus You Should Know About”.

WordPress by default will create this slug: “10-amazing-health-benefits-of-asparagus-you-should-know-about”.

It’s not that bad but it’s long and includes many words and that can confuse Google and users.

What you can do to optimize it is to edit the slug and make it “asparagus-health-benefits”.

This is shorter, easier to understand by users and gives search engines a big clue on the content of the page and the keywords you want to rank for.

Consider removing stop keywords

As part of the optimization process, you should consider removing stop words from your slugs. These are common words that don’t add any value or help in understanding the actual content of a page.

For example, words like “a”, “the”, “on”, “and”, “is”, “of”, “you” and other similar words.

If you take another look at the above example, you will notice that I have removed these to make my slug cleaner and shorter.

Use dashes to separate words in a slug

This is common practice these days but as a reminder, you should separate words in a slug using a “- “and not any other character.

Keep it short

Shorter slugs are easier to understand and faster to process than longer slugs. This “asparagus-health-benefits” is definitely better than this “10-amazing-health-benefits-of-asparagus-you-should-know-about”.

Another reason for keeping your slugs short and without stop keywords is the fact that search engines during the crawling and indexing process, are trying to match what the user has typed in the search box with page slugs.

If the find an ‘exact match’ then the particular page has an added advantage over other pages that may use longer slugs.

For example, if the user is searching for “asparagus health benefits”, my page that has an exact match slug, has a small advantage over other pages with slugs that are not exact match.

Of course, this is not the only factor taken into account during the ranking process. This one is actually of low importance.

There are a lot more important factors that are used but since SEO is about optimization, you should try and optimize your slugs.

Finally, don’t forget that the URL of a page is shown in the search results so short and descriptive slugs, will encourage more clicks and visits to your website.

Slug in Search Results
Use only lowercase characters

This is also common practice but worth mentioning again. Avoid having Capital characters in your slug but use only lowercase letters.

The reason is that webservers like Apache (used by WordPress and other popular CMS), inteprept this: to be a different URL than this: or this


A slug is the part of the URL that is unique for each and every page of a website.

When creating a new page or post, you should spend some time to optimize your slug by including the keywords you want to rank for and by excluding stop words. Keep your slugs short and descriptive, use dashes as the word separator and use only lowercase characters.

Important: If you decide to change the slug of an existing post, then this is the same as changing the URL and this means that you should add 301 Redirections (to redirect old URL to New URL), otherwise the change may have a negative impact on your SEO.

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Google’s Latest Algorithm Update + A Layman’s Guide to Search Engines

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on Google’s Latest Algorithm Update + A Layman’s Guide to Search Engines

The Google algorithm has changed! I repeat, the Google algo has changed!

Quick, grab your laptop, an emergency thermal blanket, and lock yourself in that bunker with a six-month supply of soylent!

Wait… that’s not a surprise at all… Google has said time and time again that there are changes made daily. This time around, however, it was a “broad core algorithm update” that is widely confirmed to have rolled out last week.

But fear not, this update is not one that’s penalizing sites for anything necessarily.

“Instead, it’s that changes to [Google’s] systems are benefiting pages that were previously under-rewarded.”

So, good news for good websites that weren’t getting full credit for being amazing and bad news for sites that were benefitting from the plight of others

Also, if you’re not already, I highly recommend you follow @searchliason on Twitter for official tweets from Google’s public liaison of search, @dannysullivan. It’s a new era of transparency from the Googlers. Well, maybe not transparency, but perhaps less opaque.

But while you’re here, and still coming down from the mild panic that follows most search algorithm updates, let’s talk about what’s really going on here, in terms that more marketers can actually understand from Portent client partner Justin Brasser.

How Search Engines Work: A Layman’s Guide

Some people make it their entire life’s work to understand exactly how Google’s algorithms work. This post is not for those people.. As a matter of fact, those folks will probably be writing angry letters about the nuanced parts of search engines that we’re not going to cover, or the examples we didn’t give.

Instead, this one goes out to digital marketers of all shapes and sizes, executives, interns, writers, project managers, and designers. Because SEO is important for you too.

SEO can seem incredibly complex, but don’t sweat the technical stuff. You don’t need a complete understanding of Canonicalization, Structured Data Markup, or JavaScript Indexing. There are experts for that stuff.

However, everyone on your team should have a general understanding of how search engines work, why it’s important and what they can do to contribute to SEO.

How Search Engines Work

You don’t need advanced technical knowledge of SEO or years of experience to understand how search engines work. Basically, the search engine process can be broken down into three main components: Crawl, Index, and Rank.

Crawl – Search engines deploy crawlers, or spiders, that scour the publicly accessible internet, following links to discover new and updated pages. They scan and record the source code and content of a website, compiling a vast web of data.

Index – The index is the giant digital library where all the data collected by crawlers is stored and organized. When you do a Google search, you are not technically searching the internet. You are searching Google’s index of pages on the internet.

Rank – On the surface, this is fairly straightforward. For any given query, a search engine displays a list of webpages with the most relevant information on top. Below the surface, a complex series of algorithms works to analyze the query against hundreds of ranking factors and rank related pages to best satisfy the intent of the users’ query.

Why is understanding SEO important for marketing?

This can seem terrifyingly complex and technical when you dive into the details. However, marketers should be confident if they have a basic understanding of the way search engines work. All marketers should be generally fluent in SEO, be able to effectively communicate with the experts on their team, and ask the right questions.

Google absolutely dominates the search landscape. It’s the 800-pound gorilla in digital marketing. Every day, average people perform billions (BILLIONS!) of searches using Google’s algorithm. This is no accident. Google has embraced a simple purpose from the beginning.

Google Search’s Mission: “Organize the world’s information and make it universally accessible and useful.”

Google’s entire business model depends on users having a great experience and coming back to search again; it needs to keep users happy and provide value to both searchers and marketers. Google’s search algorithm starts by analyzing the text of a search query using advanced natural language processing to determine exactly what the user is looking for. Then the algorithm finds relevant content in the index and ranks that content in order, again based on hundreds of factors.

All digital marketers should understand be familiar with these factors. Google does not make their proprietary algorithm public, but SEOs make it their business to measure and understand it. Search Engine Land’s Periodic Table Of SEO Success Factors is a great overview of the things that we know will have an impact on where your site ranks. It looks at on-page and off-page factors that impact the success of a site in rankings.

You should be able to judge how your site measures up in each of these categories and follow best practices when adding new pages and content to your site.

Broad Elements That Drive Performance Within Search Engines

Keyword research is important to have a solid understanding of what your target audience is searching for, and how they most commonly phrase those searches. Keyword data and analysis should guide your editorial process. It should guide your keyword choices for all on-site SEO elements, help with content ideation, and can help you answer relevant questions that your audience is asking. While you would never want to simply write a blog post that had nothing to do with your business in order to target a keyword that had a lot of searches per month, aligning what you write about and how you write it with your audience’s interests and lexicon is a great idea.

For this reason, answering useful audience questions is a great method to rank for specific long-tail queries. Answer the Public is a great resource for researching questions relevant to your business or product to answer. If you need more research tools for creating great content, this post from Portent’s content team lead Katie McKenna will blow your hair back.

Moreover, formatting your content to answer specific questions is increasingly important in a world with voice search and provides the opportunity to appear in Google’s Knowledge Graph, voice search answers, and the answer box at the top of search engine results pages (SERPs).

There’s no specific guidelines to follow for the length of your content. Instead you should focus on providing in-depth and relevant information. To stay at the forefront of thought leadership in your industry, dive into keyword research, and create high-quality content that satisfies your audience’s intent when they visit your site.

Site Infrastructure

Make sure the technical infrastructure of your site is solid. This will provide a solid foundation for all your marketing efforts, not just organic performance.

Your site needs to be easily accessible to crawlers and your site’s code should be simplified for crawl efficiency. Crawlers dedicate a limited budget of time and bandwidth to crawling your site. So, the most important pages should be clearly identified and linked to from your primary navigation.

Make sure your site works well on all mobile devices. This is increasingly important. Soon, Google will begin indexing the mobile versions of sites first. Google’s search algorithm will primarily use the mobile version of your site for determining where it ranks.

Websites need to be fast to satisfy both impatient users and impatient search engines. Faster pages provide a better UX and contribute to a higher conversion rate. You may not be able to make major changes on the server side, which can contribute to much faster site speed, but there are things you can easily implement to speed your site up.

For a deep dive into creating a blazing fast site, check out our Ultimate Guide to Page Speed.

Images contribute to a significant portion of the time it takes to load a website. Images can be easily compressed so that they load faster without appearing any differently to the naked eye.

Some quick examples.

Images make up a significant portion of the time it takes to load a website. Images can easily be compressed so that they load faster without any difference to the naked eye.

All websites should be secure. If you’re using http instead of https, you need to fix this ASAP. Google will begin to mark all sites that have not migrated to HTTPS as not secure in Chrome browsers this July. Portent’s architects put a brief test together to help you determine if it’s worthwhile to move your site to HTTPS. The short answer is YES.

Technical SEO Best Practices

There are a handful of HTML elements which you control that are known ranking factors and are simple enough for every marketer to understand and implement, regardless of your role. Lean on the experts for the rest.

Title Tags are the first thing users see in a SERP. They’re displayed as the primary link and title on SERPs as well as on top of each browser tab. These should be specific and unique to every page on your site.

Make sure all content is organized under relevant headers. This helps search engines to understand and interpret the main points of your content.

Meta Descriptions are the summary of a webpage that appear below the title tag in SERPs. These should be fully descriptive, yet clear and concise. They are not an especially significant ranking factor, but they are important for engagement. Users need to be able to judge whether your site will provide the information they’re looking for quickly. Test your titles and descriptions and see how they’ll look in search results with our SERP Preview Tool.

Structured Data – Implement structured data using Schema markup. This gives search engines the ability to understand your content and provide relevant information in a easily digestible format on the SERP.

Images & Videos – Search engines cannot effectively view and interpret images, videos, or any non-text content, yet. So, all non-text elements should have descriptive alt attributes that give context to search engines.

Off-Page Factors

Links that point to your site are a signal that your content is useful and relevant to others. The more authoritative and respected a site that links to you, the better the signal. This also works in reverse. Links from sites that have been flagged for abusing links or are low-quality can hurt your site’s authority.

The length of time users spend on your site and how much they measurably engage with the content is another factor. Test and optimize your most important and highest converting pages to increase engagement. Iterate and improve, always.


Google will never give us all the details and that’s probably a good thing. It keeps us on our toes and forces us to keep learning. However, they will drop hints. When asked what the most significant ranking factor is, John Mueller, Google Webmaster Trends Analyst, replied “Awesomeness.” At the end of the day, Google’s goal is to provide the best possible results for its users. So, you need to be focused on your audience.

Portent has a motto. We strive to be Weird, Useful, and Significant. This means that we should stand out from the crowd and appeal directly to your unique audience. You should provide useful and relevant information and do work that matters in your industry.

The post Google’s Latest Algorithm Update + A Layman’s Guide to Search Engines appeared first on Portent.

How To Create Good Meta Descriptions Following These 10 Examples

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on How To Create Good Meta Descriptions Following These 10 Examples

How To Create Good Meta Descriptions Following These 10 Examples

How To Create Good Meta Descriptions Following These 10 Examples

When you appear as one of the 10 blue links on a white backdrop, there are only 4 factors that can urge the users to click on you.

The ranking, the title, the URL and the meta description.

If where a book is placed in the bookstore equivalates to ranking, the book cover would be the page title, the book spine is the URL while the synopsis at the back of the book is your meta description.

Here’s the thing:

I’ll let you know upfront that no, meta description is not a SEO signal.

But, keep reading

Meta description can drastically influence your click-through-rate (CTR).

And CTR is taken into account for ranking. So if you don’t ramp up your meta description, you’re basically given up on raking those CTRs.

There are a few key points that can make a killer meta description:

Ready to write some kick-ass meta descriptions?

1.Include your keyword in your meta description

As all things SEO, keyword makes an appearance. If you paid attention to meta descriptions you’ll notice that the keywords are bolded.

Google bolds the keywords you typed into the search bar.

That’s Google way of telling us “Hey, here! This is what you’re looking for right? We got it right here!”

Well maybe in a less enthusiastic and more solemn tone.

Anyways, the thing is it draws attention. And you want that attention.

2.What is your brand? What makes you different?

There are pages and pages that talk about the same thing. Tens and hundreds of other establishments that do the same business.

You want to stand out from the crowd.

If you pride yourself as the best grill in Rapid City, say it out loud. Or as loud as you can through the monitor anyways.

Tell them to dig in to your signature buffalo meatloaf or gourmet mac and cheese.

It is an extension of your marketing efforts after all. Give it your best shout.

3.Make sure it’s relevant to the page

The whole purpose of having a meta description is to tell the audience what that page is about.

If the page is an article on how to jailbreak an iPhone X, make sure your meta description is about how to jailbreak an iPhone X.

How-to articles can especially benefit from a structured description that sneak peeks into the full-fledged instructions.

Which brings us to tip number 4.

4.Use structured markup when needed

You can use structured markup to create a rich snippet which is served at the meta description.

An example for rich snippet would be recipes articles which usually boast a picture of the dish and a rating.


Google will be the one who decides whether or not to display your structured markup.

But it’s better to do something than nothing right? So implement structured markup wherever applicable, that way the search engine has more data to pull to create a more comprehensive meta description.

5.Make it conversational

It’s easier to read something when it sounds like they’re talking to you.

It also sounds much more friendly and inviting. You’re not dealing with a stone-faced judge in court, you’re trying to tell someone to come to check out your website.

Loosen up those (metaphorical) lips and start talking without stuttering ok?

Read it out loud after you’re done writing your meta description. If it sounds weird or stiff, revise it until it’s perfectly conversational.

6.Use call-to-action

Use phrases like:

“check out”, “you don’t want to miss”, “read more on” etc.

You need to actively tell the reader to do something, and that something is to click in your page.

Using call-to-action is a good way to urge the reader to pay you a visit.

Of course, you need to first lay down the foundation of why they need to check you out. But after you get that nailed, slip in a call-to-action to spur them to action.

7.Create unique meta description for every page

Every page is unique, so your meta description should be unique too.

Don’t reuse the same description for every single page.

If you’re gonna bulk upload the same meta description to every single page you have, you might as well leave it blank.

The thing is,

If you leave the description tag empty, Google would actually generate one for you.

They try, they really do. But will a machine generated description really fulfill the purpose? Is that what will drive in more clicks? No, I don’t think so.

8.Don’t make it too long

The character limit used to be 155, then 300, and back to the hundreds range at 160.


Google won’t tell us how long is too long or how short is too short. That left us playing the guessing game once again.

So how can we know that the meta description is just the perfect length?

The only way we can check for sure is when they won’t use the meta description you have written and instead opting for one they themselves generated.

So I would suggest you to stay in the 160 characters range. If you make it too long, you risk getting cut off and not giving a strong enough impact.

Now that we know what can make a kick-ass meta description, let’s look at some example.

Some good, some bad, keeping that variety going so we can look at a broader picture.

The good…

Simple, cohesive, informative, straight to the point.

No big fancy words, they are the best at where they’re at, the end.


Here we see an example of a structured markup description.

From the image to the ratings and the promise of the recipe is a guaranteed crowd pleaser, the meta description is crafted to our attention.

Which makes it much more compelling to click into the page and get the full recipe.


Here we have a meta description that gives a good sneak peek into what’s coming.

They give enough information that you know they are helpful. But not so much that you can know exactly what to do by reading it alone.


They sound friendly, enthusiastic and accommodating. I’d say pretty good for a car dealer.


Another example where the information is presented in a structured way.

We can easily get the most basic information from a glance. While the navigational links is a nice touch if we need more specific information.

The not so good…

On first glance, the summary appears structural.

But look at it, really look at it. Doesn’t it flow a bit unnatural?

On further inspection, we can see that the snippet displayed is not the that’s planned.

I would guess that this happens because of the rather short length of the planned meta description.


The phrase fishing charters are repeated 3 times in 2 lines of sentences.

That isn’t really pleasant to read nor informative isn’t it?


Am I reading a meta description or am I reading some sort of gibberish? Something must have gone wrong for it to show up like this.

Unfortunately for the company, I don’t think the click-through-rate will be really high.


Another unfortunate landscaping service that has their description in gibberish. I’d say it’s slightly better than the other one though.

But that sudden cut off at the middle is really not helping their service to sound that appealing.


It seems like a solid snippet, but look closer, why does step 1 jump right to step 4?
This can’t be right…

To conclude this blog post, let’s have a look at a quote from Danny Sullivan.

“…write short, concise meta descriptions that you think best describe your pages. Don’t fixate on a count, whether your beginner or pro.”

There you have it, the guide to writing a meta description from Google themselves.

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background-size: cover;
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display: inline-block;
width: 60%;
min-width: 250px;
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padding: 24px 4% 32px;
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text-align: left;
padding-left: 0;
#optin-template-3 .bodycopy ul li{
font-family: “roboto”, helvetica, sans-serif;
margin-left: 20px;
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display: block;
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display: block;
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A Complete Checklist to Writing The Perfect Meta Description

A quick checklist that you can refer to from time to time!
A complete checklist included.
Discover all the do’s and don’ts.
Start writing the perfect meta description!

How to Integrate SEO and PPC Together to 3X Your Sales

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on How to Integrate SEO and PPC Together to 3X Your Sales

How to Integrate SEO and PPC Together to 3X Your Sales

Both SEO and PPC have their advantages and disadvantages for content marketers. While SEO costs less and is more sustainable, it’s much more challenging to attract traffic and to keep up with the content demand. And while PPC helps accurately target the right audience and positions you prominently in search results, you might have to make a larger investment and also compete with other advertisers in a bidding war. So, if you want to drive more sales, it’s crucial that you integrate the two instead of running separate campaigns at varying intervals. By doing this, content marketers can effectively boost…

The post How to Integrate SEO and PPC Together to 3X Your Sales appeared first on The Daily Egg.

How to Structure Your Site’s Navigation for SEO and UX

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on How to Structure Your Site’s Navigation for SEO and UX

How to Structure Your Site’s Navigation for SEO and UX

It struck me recently that while we <em>frequently</em> advise our clients and partners on the SEO potential held in their site’s global navigation, how to structure site nav for SEO and UX benefit is something a lot of marketers don’t immediately consider. And that’s a problem.

My hope after you read this post is that you’ll understand:

Why descriptive naming in your nav matters
The SEO impact of different navigation structures from simple single-bars to sleek flyout navigation
How to balance design with search engine-friendly layout

As somebody who usually blurts out “video games” when asked about favorite hobbies (yes, it’s true, Portent does hire a bunch of nerds), I spend a lot of my leisure time navigating through menus. Anyone who’s had to wrestle with a game just to achieve a simple setup task knows how negatively a menu can impact overall user experience. “Why do I have to go through a six-button sequence just to get to my potions?!”  If that sounds like your company website, this post is for you.

I’m lookin’ at you, Skyrim. (Screenshot courtesy Gamepedia)


Why Does Site Navigation Matter so Much for SEO?

A website’s global navigation holds what are arguably the most important links on the site. For user experience, the global nav links tell a visitor or prospect which pages you consider the most important on your site. It gives them an easy way to get to those pages and sets the tone for what they’ll find throughout.

For SEO, the global nav links tell search engine crawlers which pages you consider the most important on your site, and gives them an easy way to get to those pages. If you want a little more background on this, read the longer post about smart internal linking for SEO.

But there are countless ways to structure a site’s global navigation.  So which one is the best?

If you’ve read any blog posts about SEO in the past, you should know better than to ask that pesky “best” question, but we’ll take a look at some common nav choices and discuss their pros and cons. But first…

For the Love of the Internet: Be Descriptive

If you were so inclined, you could stop reading right here, and improve your site right away.

You might have the most beautifully and intuitively designed global navigation that has ever graced the internet, but if your nav items consist of only “Products”, “Solutions”, “Resources”, and “About”, you might as well have built your navigation in Macromedia Flash.

<blockquote>Write your navigation links descriptively if SEO is important to your digital strategy. </blockquote>

If your site is all about building model trains, it’d be much better to have “Model Train Parts” than “Products”. Another example: if I were reading a blog post on an unfamiliar site that I’d found through search, and one of your global nav items is “Enterprise”, would I understand what your website is about?  Or who it’s for beyond just “Enterprises”?

For more about this idea, read this post about The Blank Sheet of Paper Test.

This is first and foremost about helping users find the right content and making their experience on your site as positive and effective as possible. As an added bonus:

<blockquote>Using descriptive anchor text in your global navigation means that every page on your website has keyword-rich links pointing to those pages. </blockquote>

Different Types of Global Site Navigation
Single-Bar Navigation

The simplest, while not necessarily most common, global nav design is the single, plain bar. This bar has all navigation links in one row and is usually limited to around 10 links.

Our friends down the street at Moz  use a single-bar nav menu. In this case it’s fine that they use “Products” since they’re a very well-known, well-understood brand. Also, check out that great, descriptive “Free SEO Tools”!


If you’re thinking in purely SEO terms (don’t), this is <em>the</em> ideal navigation. The links are immediately visible to search engine crawlers, there’s no worry of them getting buried in a poorly coded dropdown structure, and there’s a nice, small number of them.


Links are easily crawled by search engines
Important pages are clearly outlined to users
No risk of diluting link authority  with too many links


VERY limited in the number of links you can use (realistically only viable for small sites, or sites with a small number of important pages)

Double-Bar Navigation

This is only slightly more complex than the single navigation bar. Instead of one bar, you use two. Some might refer to this as the primary and secondary navigation, but for the purposes of this post, I’ll count them as one global navigation.

Another from a friend in the industry: STAT uses the double-bar navigation with no dropdowns.

I might be partial, but I think the Portent double-bar menu is quite elegant. This is before you scroll down.

And this is after. The second bar disappears and “Services” appears.

This is a pretty good “best of both worlds” solution. Using two global navigation bars gives you twice the space for links or more, depending on how you style the second bar. And, same as the single-bar solution, you don’t have to worry about a lazy developer (just kidding, I love you all, devs) coding a dropdown incorrectly, making it invisible to crawlers.

Let me restate that because it’s important:  

<blockquote>Yes, you can accidentally make your navigation invisible to search engines by coding a navigation dropdown incorrectly. </blockquote>

But back to double-bar navigation.


Links are easily crawled by search engines
Important pages are clearly outlined to users
Low risk of diluting link authority with too many links


Design can appear cluttered if done improperly
Lack of dropdowns prevents grouping of topics

Dropdown Navigation

A dropdown menu is designed so that when a user hovers over (or, in some cases, clicks) a nav item, a secondary list of links drops down. Dropdown menus are probably the most common way to structure a site’s main navigation.

Seller Labs, a Portent client, makes good use of the single-bar dropdown menu.

Buddy, another Portent client, pulls off the rare double-bar dropdown.

If you try this on your site, make sure the top dropdowns retract properly to get out of the way.


For a lot of bigger sites, this is the only way you can possibly link to all the important pages without overwhelming a user with choices. However, as I’ve alluded to already, if you go this route, you introduce the risk of hiding all of these great, descriptive, sitewide links from search engines.

For instance, some crawlers (not Googlebot!) may run into issues trying to get to your dropdown links if they’re coded in JavaScript. In other cases, users may not know to expand the dropdown with a hover, or they may simply not be able to if they’re using a tablet or other wide-display touchscreen device.


Provides room for dozens of links
Related pages can be grouped together
Design is less cluttered when dropdowns are retracted


Crawlers may have trouble finding links in dropdowns
Poorly done dropdowns make for bad user experience
Hover doesn’t work for touchscreen users
Link authority may be diluted with too many links

Dropdown Navigation with Flyouts

This is the most complex menu structure, and it’s the easiest to mess up. Flyout navigation menus are just like dropdowns, except that a tertiary set of links flies out when you hover over one of the links in the dropdown.

Can you imagine without the flyout menu items?

Flyout menus have many of the same benefits and downsides as do plain dropdowns.

It’s about equally as easy for links to be hidden from crawlers by JavaScript with a flyout vs a dropdown, but it’s even easier for users to run into a frustrating experience. To paint a picture, how many times have <em>you</em> hovered over a flyout and moved your cursor just the wrong way only to watch the entire menu retract?

If your flyout menu feels like a maze game you have to win with pixel-perfect cursor moves, maybe you should rethink either structure or design.


Provides room for dozens or hundreds of links
Related pages can be grouped together
Design is less cluttered when dropdowns and flyouts are retracted


Flyouts are difficult to do well and can create terrible user experience
Too many links can overwhelm users and dilute link authority
Crawlers may have trouble finding links in dropdowns and flyouts
Hover doesn’t work for touchscreen users

A Footnote About Footer Menus

If you’ve been reading this post thinking “But wait!” (index finger in the air), “I’ll put those extra links in the footer.”

<em>No, you can’t just stuff links to the other 100 pages you want to link to on every page of your site in the footer.</em> There’s plenty of evidence that Google devalues links in the footer, and your users aren’t going to be looking there unless they’re weirdos who like reading privacy policies. A footer menu (if you choose to use one at all) is where you can link to less important pages or provide easier-to-read links to pages you’ve linked to in your main navigation.

The Best Global Site Navigation Design is Whatever’s Best for User Experience

Maybe I’m erring on the side of oversimplification, but these days the tenet “what’s good for UX is good for SEO” can be applied to a lot of “what’s best” questions. Not to mention it prevents me from having to give a Holy-Grail answer.

Bottom line: craft a great user experience that doesn’t ignore the many technical considerations which can torpedo your SEO.  Your visitors, both human and machine, will thank you.

And since it’s 2018, I’m all-but contractually obligated to provide a TL;DR.

If you have a tight handful of important site destinations, use single-bar navigation.
If you need more room for links than a single bar and don’t need to group pages in multiple categories, use double-bar navigation.
If you need far more room for links, use dropdown navigation.*
If you need room for dozens of links with nested categories (usually an e-commerce site), use dropdown navigation with flyouts.*

*Only if you have a savvy developer who can make it work for users and crawlers, ideally with some professional SEO oversight.

And let me head off the pitchforks and torches before they come out: there are <strong>plenty</em> of variations on these menu styles that we could discuss, as well as many different names for the structures we did cover.

If you vehemently disagree with any of this, let me know in the comments. Oh, and if anybody can get me in touch with Bethesda Game Studios, I’ve got some thoughts on how to make the next Elder Scrolls’ inventory menu better.

The post How to Structure Your Site’s Navigation for SEO and UX appeared first on Portent.

Technical SEO Audit Checklist for Human Beings: September 2017 Update

Posted by on Jul 12, 2018 in SEO Articles | Comments Off on Technical SEO Audit Checklist for Human Beings: September 2017 Update

Technical SEO Audit Checklist for Human Beings: September 2017 Update


Updated September 13, 2017. Changes include:

Made each line easier to understand
Added pointers for going straight to the relevant reports in each tool#
Changed which tool to use for some rows
Added more Google references
Removed a couple dubious lines (site speed, HTTP/2)
Removed superfluous timing column
Removed whole sections that made the audit less MECE
Fixed cases where some cells would say “Incomplete” and others wouldn’t

Thanks everyone who has provided feedback over the last year!

Technical audits are one of the activities that define SEO. We’ve all done them. But audits are only as valuable as their impact. Whether you’re a practitioner or an agency partner, your job really begins when you finish the audit. You must take your recommendations and make them a reality. Distilled thrives on this “effecting change” mindset.

Yet the (long, laborious) audit has still got to be done. We sift through crawls, consider best practices, analyze sitemaps—the list goes on.

But we’re committed to the technical audit. So if we’re going to audit a site, why not do the audit in a way that makes the fun part—making change happen—much easier?

The challenge

With that in mind, we asked “Can we design an audit that helps make real change happen?” The result is an aware technical audit checklist. It considers the underlying problems we’re tackling (or trying to prevent). It makes technical audits faster, more effective, and more impactful.

Read on for more about how to put the checklist to use. Many on our team find it self-explanatory, though, so if you want to get cracking have at it! And then let us know what you think.

Get The Audit Checklist
Every great audit starts with a checklist!

There are lots of technical checklists out there. A good technical audit inspects many things in many places. Checklists are perfect for keeping track of this complexity. They’re simple tools with lots of benefits. Checklists are:

Comprehensive. Without a checklist, you may still discover the obvious technical problems with a site. Using a checklist ensures you remember to check all the relevant boxes.

Productive. Working without a checklist takes more effort. At each stage you have to decide what to do next. The checklist answers this question for you.

Understandable. Unfortunately an intern can’t osmose your intuition! Rigorously defining your work with a checklist lets you delegate audits.

This checklist is better

Technical SEO has one purpose: ensure site implementation won’t hurt search visibility. Everything we uncover leads back to that point. This defines the scope of the audit.

Beyond that, many folks break down technical to-dos by where they need to look or what tool they need to use. They might look at all on-page elements, then move on to all sitemap issues. That’s a valid way of approaching the problem. We’ve got an alternative.

We look ahead to the conversations we’ll have after we’ve done the audit. Consider this (realistic) statement: “We’re concerned that important content isn’t indexed because URLs aren’t discovered by crawlers. Submitting a sitemap to Search Console might help fix the problem.”

This is a coherent technical recommendation. It explains why to make a change. It has 3 parts:

Outcome – important content isn’t indexed.

Cause – URLs aren’t discoverable by crawlers.

Issue –  we haven’t uploaded sitemaps to Search Console.

That’s the difference: you’ll see this is exactly how we’ve structured the checklist. Take a moment to jump over and inspect it with this model in mind. By now you’re probably getting the idea—this isn’t just a technical checklist. It’s a also a tool for communicating the value of your work.

The structure encourages completeness

Each row of the checklist represents a problem. By including the right problem at each level, we also make it as complete as possible, without adding redundancy. The principle of MECE (“Mutually Exclusive, Comprehensively Exhaustive”) is what makes it work. At each level of analysis, we:

include all possible problems, and

ensure problems don’t overlap.

Let’s illustrate, using the highest level of analysis. The checklist as a whole is investigating whether “we have a technical problem with our site that is reducing search visibility”. There are 3 reasons we could lose search traffic because of a technical issue:

there is a technical reason good content isn’t indexed, or

there is a technical reason indexed content doesn’t rank for desired terms, or

there is a technical reason site content isn’t well-presented in search.

These represent all the possible problems we could be dealing with (“comprehensively exhaustive”). They also don’t overlap (“mutually exclusive”).

By applying the same way of thinking recursively, we expose all sub-problems in these areas. Then we list all issues that could be causing these sub-problems. This makes the checklist as thorough as possible, without redundant checks that could slow us down.

A few pointers
Getting started

This checklist template is available to the public. When you open it, you’ll discover that you only have “view” permissions for the master document. To use it, you’ll first want to create a copy:

Marking status

Mark each issue with Pass, OK, or Fail:

Pass means you have no concerns.

OK means the issues doesn’t seem relevant currently.

Fail means something appears to be wrong.

When you update an Issue, the grade for the Cause and Outcome will also be updated. If any Issue’s score is Fail, the Cause and Outcome will also Fail.

Find what you’re looking for quickly

People new to search engine optimization can still start using this sheet. We’ve now added a “Start Here” column to make it faster than ever to get started.

For new users of some of these tools, it might not be clear where to find relevant information. The “Start Here” column points you to the exact place you can find the details you need.

Understand what’s at stake

If you’re the person analyzing the audit after it’s done, you want to get a high-level picture quickly. Use the structure of the sheet to simplify that view by filtering the Issues rows.

Filtering for Outcomes and Causes gives you a quick-and-dirty summary of a site’s strengths and weaknesses. This is the first thing I look at when I see a completed audit!

Filtering related tasks

If you’re the one doing the audit, you want to get it done as quickly as possible. Take advantage of the structure of the sheet to group things

Take advantage of the structure of the sheet by showing only the issues you’re inspecting right now. Try filtering by the “Where” column—for “Google Search Console”, for instance. This will let you grade all Issues for that tool at once.

We want to learn from you, too

This checklist is a living document. We appreciate any feedback you have. Feel free to jump in the comments section here or find me on Twitter: @BenjaminEstes.

Interested in working with us?

This audit is an example of the way Distilled approaches consulting. We aren’t limited to SEO—we also help our clients with marketing strategy, content design and production, paid search, and more. If our approach sounds interesting, please reach out!