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What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue

What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue

When it comes to getting traffic, you have two main choices: SEO or PPC management. Both options are an effective means of driving prospects to your website, and one isn’t necessarily better than the other.

When used correctly, these methods can deliver results. They just have different ways of achieving them.

Ad spending is projected to grow 7.61 percent yearly through 2026, proving companies see the value in PPC strategies. This article teaches you to get the most out of your PPC campaigns.

What Is PPC Management?

PPC management refers to the spending and strategy behind your paid ad campaigns, including:

the keywords you targetthe SEM strategies you choosethe copy you use in your paid adsthe metrics you track and tools you use to track themcampaign optimizationA/B testing

You could manage your PPC ads yourself or consider using PPC management software for some areas. However, it’s a complex endeavor, and you may find you’re losing money if you don’t have a precise plan.

Therefore, many businesses choose to work with a digital agency to maximize their spending and conversions.

Once you choose to work with an agency, they take over your PPC management campaign for you and suggest changes to maximize the effectiveness of your ad.

Why You Need a PPC Management Strategy to Increase Revenue

When implemented correctly, your PPC management approach forms the backbone of a successful online marketing campaign; it’s a great way to get your business noticed in a crowded marketplace and generate fresh leads.

However, without a strategy in place, it’s a struggle to attract the prospects that are most likely to convert, but there are other reasons you need a plan.

A well-targeted PPC management campaign:

Raises your profile: Whichever niche you’re in, the competition is vast out there. Getting noticed means getting your business in front of the right people, and a well-drawn-up plan can enable you to achieve this.Creates the right ads at the right time: To attract the right people, you need to send your ads to the sites where people are looking for products or services like yours. An effective strategy ensures you know who you’re targeting, why you’re targeting them, and when. This tailored PPC campaign management approach often significantly impacts your success rates. One agency found its client’s CTRs increased by 39 percent, and conversions increased by an incredible 78 percent.Reduces your cost of conversions: When you know who your audience is, you spend less money. For example, when Hootsuite used an agency to assist with its PPC management, it streamlined its strategy and lowered cost per conversion by 28 percent.Discovers new keywords: Whether you’re using PPC management software to discover new keywords or working with an agency, new keywords can equal more business. After some changes, Hootsuite found that 51 percent of its new custom came from additional keyword research.Leads to more conversions: You can considerably increase conversion rates when you optimize your ads.

PPC Management Responsibilities

The main PPC campaign management responsibilities are analyzing and optimizing your PPC ads. This includes analyzing data, identifying trends, and improving the ads.

Other responsibilities cover creating a strategy for paid search, managing budgets, setting up ad groups and keywords, along with bidding strategies.

Then there is:

researching and implementing new strategiescreating reports on campaign performance and making recommendationscompleting keyword and competitive analysiskeeping track of Google updatesmanaging the budget of campaigns, so they are in line with company goalscopy creation and channel targeting

Completing these tasks requires expertise and a wide range of skillsets to achieve the best returns, so some advertisers prefer to use an agency.

PPC Management Strategies to Increase Revenue

There’s more than one way to use ads as part of effective PPC campaign management. Below, we explain some of the most popular approaches, how to use them, and explain why you need them.

Let’s start with A/B testing your CTAs.

1. A/B Test Your CTAs

Not getting the results you want? Then try A/B testing.

A/B testing is the process of comparing two versions of an advertising asset. Aside from your PPC ads, you can split test your emails, web pages, videos, emails, and other types of content to see which one performs better.

As part of your PPC campaign management, you can test your PPC ads:

textcolorsROI, etc.

However, you want to give special attention to your CTAs to understand which ones get your prospects clicking through and arriving at your marketing page.

HubSpot suggests taking a three-pronged approach to testing your CTAs.

Be specific. You don’t want to run ads with a ton of individual differences, like an array of colors or text. You need to ask yourself some questions first to get meaningful results. For example, do you want to test the wording? Visuals? Placement? Test each ad for one element at a time.Vary your CTAs. Here, you want similar CTAs that provide the same information but are phrased differently. You could also test components like your CTA placement, color, size, text, etc. Even the most minor changes to a CTA can make a significant difference. Brad Shorr, Director of Content & Social Media for Straight North In Chicago, recently tested the following CTAs:

A. Get $10 off the first purchase. Book online now!.

B. Get an additional $10 off. Book online now.

There’s not a massive difference in the CTAs, but “B” won every time.

Pick a date range, measure your results, and optimize.

2. Use Negative Matching Techniques

An essential part of your PPC management is not spending unnecessary money on ads. There’s a simple way to save money, and it’s called negative matching or negative keywords.

For example, drug development company Nuventra experienced a 70 percent cost savings per lead and a 500 percent boost in conversions when an agency used negative keywords as part of its PPC management.

If you’re not familiar with them, negative keywords are words and phrases you don’t want your ads to show up on. They’re a great way to get super specific with your targeting, and they can keep your ads from showing up on irrelevant searches.

For instance, if you have a PPC campaign for the term “athletic sneakers,” but you don’t want to show up on searches containing the phrase “running shoes,” then add “-running shoes” as a negative keyword.

As Google explains, excluding search terms lets you focus on the keywords most relevant to your customers, and the improved targeting can enhance your ROI.

For a simple way to implement negative keywords, try a free PPC management software tool like WordStream. You just:

add a broad term relevant to your sectorchoose your industrypick your country wait for the keyword list to popularizelist any irrelevant keywords

You can also use Google’s keyword planner and the search terms report. Google advises that you “look for terms that don’t fit your business model among the queries where you’ve received traffic or in the keywords suggested to you in the course of planning.”

And, “In addition to reviewing the stats in these reports, also look for the intent behind a search.”

Alternatively, use a tool like Ubersuggest to find negative keywords.

3. Make Sure Your Ads Look and Sound Like Organic Results

PPC ads are often the first impression a customer has of your company. Therefore, t’s important to ensure they’re well-designed, well-written, and sound like organic results.

This means that your ad copy should be written in a natural, conversational tone and should not sound like you are trying to sell something. Further, natural-sounding copy is more:

engagingpersuasive compelling

However, that’s not all you also need to think about. You need to look at natural language processing (NLP) and the role it can play in your SEO strategy.

NLP is becoming a much greater part of our everyday lives, and by 2026, the sector is set to be worth $27.16 billion. Considering its growth and its application to marketing, you can guarantee we’re going to see more of it, so you can’t ignore it.

If you haven’t heard of NLP, it’s a subcategory of AI; if you use predictive text, search on Google, or use a voice assistant, you’re already using it.

NLP is important to marketers because consumers don’t just use keyword-based questions. They use complete questions, which look more akin to long-tail search queries.

For instance:

U.S. States vs. How many states are there in the U.S?

Reconditioned smartphone vs. Where can I buy a reconditioned smartphone?

Keyword analysis vs. What is the best tool for keyword analysis?

There’s another factor to consider: the surge in voice search.

The growth in smart speakers like Alexa is undeniable. According to the analyst company Canalys, the smart speaker market was set to reach 163 million units by 2021.

This growth makes it even more vital that your PPC ads look and sound natural. Below are some tips to optimize your ads for voice search.

use short, concise sentences and phrases when writing your ad copyadd keywords that are relevant to what you’re advertisinginclude a call-to-action at the end of your ad copy so that people know what they should do nextunderstand user intentanswer your audience’s questions and address their pain pointsuse long-tail keywords

4. Use Display Advertising

Display advertising is a form of internet advertising that has become increasingly popular in recent years and includes text, banners, and images,

Although search ads are the most popular, display advertising is growing. According to research published by eMarketer, display advertising grew 41.2 percent in 2021, with ad spend climbing to $105.99 billion and it will continue to grow.

One of the best ways to include display ads as part of PPC campaign management is to have a detailed plan in place first. Decide what type of ads to run, what keywords to target, and how much your budget is.

If your finances are tight, focus your efforts on the best-performing ads and keywords. This approach allows you to get the most out of your advertising dollars without constantly tweaking your campaigns.

Finally, for this section, here are some best practices for display advertising:

include a mix of ad types to maximize engagement with your audienceuse quality images to draw attention to your adscreate a call to actionA/B test your adsinclude keywords

5. Optimize Your Site for Mobile

In 2020, there were 211 million mobile phone searchers in the United States alone. Fast forward to the fourth quarter in 2021, and 54.4 percent of global web traffic came from mobile.

Further, according to research from Adobe, while mobile shopping has hit a bit of a wall, 57 percent of consumers use their mobiles for browsing.

The message is clear: you need to accommodate mobile visitors.

Put yourself in your customer’s shoes for a moment.

You’re on your smartphone. You click on an email link or a search ad, keen to find out more.

However, the print is so tiny you can’t read it, the images aren’t clear, and you can’t see the information you want to complete the purchase.

What do you do? Wait until you’re on your laptop and click-through then? Maybe. If you remember. Most likely, you click away, don’t go back, and find a competitor.

You see, PPC management doesn’t stop with your online ads. It needs to continue into your landing page, website, or blog, so your prospects have the best experience.

How can you achieve this? By making your prospect’s destination user-friendly and optimizing your site by:

creating a responsive website design using a fluid grid and fluid images to make sure content is readable on any deviceoptimizing site navigation so it’s easy to use with one handmaking certain text is readable on small screens without zooming in or outensuring the site loads quickly by minimizing images and removing unnecessary files

6. Create Text Ads

Text ads are the most common form of online advertising. They are usually short, with just a few lines of text and a link to the advertiser’s website.

Google defines text ads as, “a form of marketing communication that advertisers can use to promote their product or service on the Google Network.”

Text ads are shown on SERPs as sponsored links, which have been paid for by advertisers as part of a PPC management campaign and throughout Google’s Display Network (GDN), which includes:

websites displaying Google adsmobile devicesappsgoogle online platforms such as YouTube and Gmail

To make the most of text ads:

include keywordsaddress your audience’s pain pointsexplain the benefits of your product/serviceinclude affiliate and sidelink ad extensionsadd numbersdetail the benefits

Finally, use CTAs that get customers to take the next step and purchase, like in this example by Pizza Pizza.

7. Create Native Ads

According to the 2021 PageFair Adblock report, desktop adblocking grew 8 percent to 257 million users, while mobile ad blocking grew 10 percent to 586 million users. However, the research also found that Adblock users were more likely to accept less intrusive adverts.

That’s where native ads come in.

These ads don’t impact the user’s experience the same way some other ads do.

Native ads are advertisements that match the style and format of the other content on a website. In other words, they look like articles, videos, website banners, and other forms of content on a webpage. Examples are sponsored posts on social media or “sponsored stories” on Instagram.

Assuming you’re using Google, you can create native ads by:

signing in to Google Ad Managerclicking delivery and selecting “native”picking “new native ad single ad”choose the type of ad (guided design editor for programmatic and traditional ads, the HTML and CSS editor, or the Android and iOS app code)

Best practices for native ads include:

knowing your audience and targeting themusing a compelling headline to draw readers increating an engaging visualkeeping them consistent with your brandproviding useful information or entertainmentincluding hyperlinks to drive people to your siteusing a variety of formatsensuring ads are responsive

PPC Management Frequently Asked Questions

Who should hire a PPC manager or agency?

If you don’t want to wait for your SEO strategy to kick in, then you might want to consider finding a PPC manager or agency to implement a PPC management campaign.

PPC is a proven way of getting targeted traffic to your site. However, even though you can manage various aspects of your advertising, like keyword analysis with PPC management software, you can still benefit from some expertise.

Regardless of the size of your budget, a PPC agency ensures you’re spending your budget wisely and implementing a solid strategy.

Can you manage your own PPC campaigns?

You could manage your PPC campaigns, but this often means a lot of trial and error and perhaps some financial losses along the way. Successful campaigns take skill and strategy and, therefore, may be more successful when you employ a digital agency to implement them for you.

What are the top e-commerce PPC marketing management tips?

You can identify the keywords that will resonate with your target audience; create an e-commerce ads campaign; segment your ads for better targeting; use remarketing; A/B test ads; advertise on a variety of channels, such as Facebook, Instagram, Twitter, and YouTube to reach new customers and widen the reach of your campaign; and use Google AdWords or Bing Ads for search engine optimization (SEO) purposes.

Does a PPC manager help you decide how much to spend on paid ads?

A PPC manager provides recommendations based on your aims and explains key information like your cost per acquisition, cost per click, and what you can achieve. However, the final decision on how much of your budget you want to assign to PPC is down to you.

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Regardless of the size of your budget, a PPC agency ensures you’re spending your budget wisely and implementing a solid strategy.

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Conclusion: PPC Marketing Management

For many businesses, effective PPC management is an essential part of growing their businesses and attracting qualified leads to their websites.

However, for the inexperienced, PPC campaign management often leads to costly mistakes if you’re unsure of the precise tactics you should be using.

You could use PPC management software tools to find keywords, monitor the results, and optimize when you’re starting.

Nevertheless, you may find it easier to leave the learning curve to others and enhance your chances of PPC success by outsourcing to an award-winning digital market agency.

Which PPC management techniques do you use, and how have they helped your business?

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Yoast SEO 18.6: Continuing with fixes and enhancements

Working in the software industry isn’t easy. A lot of the time, fixing bugs in software is overlooked in favor of new features and code. But, bug fixing is important. Bugs become a huge problem if they are not promptly fixed. Additionally, fixing bugs ensures that future bugs and glitches in the program are avoided. It also helps the software be more secure and reliable, which is why we do this on a regular basis at Yoast. In Yoast SEO 18.6, we did another round of bug fixes and improvements.

Improvements in Yoast SEO 18.6

Yoast SEO 18.6 is a small update, but it fixes a number of bugs, including several bugs related to the Wincher integration. With the Wincher integration, you can track the rankings of your articles in the search results. If you haven’t checked that feature out, please do so!

Concerning the Wincher integration, the bugs we fixed were about keyphrases that would show up multiple times in Wincher table. The second was a bug where the Wincher connection flow would fail on certain installations. And the third one was a bug where the Wincher integration could throw a fatal error on PHP 8.0+. Last but not least, we added a Wincher integration toggle to the Network admin/Multisite integrations tab.

For Yoast SEO Premium, we’re improving compatibility with PHP 8.1.

Structured data improvements in WooCommerce SEO 14.7

Thanks to structured data, we can help search engines better understand your pages and their contents. At Yoast, we regularly enhance our structured data implementation and, today, we do so for WooCommerce SEO. In WooCommerce SEO 14.7, we’ve improved the Schema on checkout pages by removing the default ReadAction we used to add there. In addition, we’ve improved the Schema on product pages by replacing the default ReadAction with a BuyAction.

Update now to Yoast SEO 18.6

In summary, Yoast SEO 18.6 includes some performance improvements, bug fixes, and other enhancements and you can download it now for free. So get to it! And, if you haven’t yet, check out the Wincher feature to find out what rank tracking can do for you.

PS: GPT-3 helped me write this article.

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Drupal 10: Uncovering New Features and Benefits

Drupal 10 continues to pave the way for great user experiences into the future. Check out the new features and benefits that Drupal 10 has to offer!

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New in Yoast SEO for Shopify: Show rating in the search results

New in Yoast SEO for Shopify: Show rating in the search results

One of the most important aspects of increasing your conversion rate is showing customers that you have high ratings and good reviews. Many online stores know this and, therefore, show ratings and reviews on its product pages. But, potential customers have to land on your site to see these. What if you could show ratings — and thus convince customers — sooner in their customer journey? You can if you use AggregateRating schema to get rich results. Now, Yoast SEO for Shopify integrates with four popular review apps in Shopify (, loox, ali review & Opinew) to support this structured data. Read on for more!

Why you need good ratings and reviews

First, let’s talk about the importance of a high rating & good reviews. It’s necessary that a product page has a compelling description to convince visitors to buy your product. But customers don’t instantly trust you as a merchant. And why would they? You are selling the “thing”, so you’ll obviously talk about the positive aspects. And that’s why having a positive rating and good reviews is so important, as it increases users’ trust.

Make ratings visible in search engines with Yoast SEO for Shopify

There is more than one important place to show ratings and reviews. The most important place is your product pages, of course. Besides that, you can show it on your homepage. On most platforms, you can easily add that yourself. But there is one other important place where’d you want to show your rating: in the search results! Why? Because it makes your product looks more appealing and trustworthy.

Example of 5-star review rich result for Fender Guitarre

Yoast SEO integrates with popular Shopify review apps

Yoast SEO for Shopify makes it possible to have rich results for your products. Since this week, we integrated with four popular review apps for Shopify. So if you use one of these review apps, you’ll now automatically output AggregateRating schema. And you don’t even have to do a thing. It’ll all go automatically.

These are the Shopify review apps Yoast SEO for Shopify integrates with: Loox Ali reviewsOpinew

Read more: How to get ratings and reviews for your business »

Want to learn more about getting rich results for your online store?

Join this FREE webinar where our Head of SEO, Jono Alderson & the Loox VP of Marketing, Elad Levy, explain how rich results can help your online store to get the attention it deserves.

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Google Search Console notices for removing intrusive interstitials

Google seems to be sending out notices through Google Search Console for sites that have intrusive interstitials. The notice tells the site owner to remove those intrusive interstitials in order to “improve page experience” for your site.

What the email says. We spotted a copy of the subject line of the email in the Google Webmaster Help forums and it reads “Improve your page experience by removing intrusive interstitials from” We have been unable to find the full email or a screenshot of this notice yet.

What are intrusive interstitials. Google says “intrusive interstitials and dialogs are page elements that obstruct users’ view of the content, usually for promotional purposes. Interstitials are overlays on the whole page and dialogs are overlays only on a part of the page, sometimes also obfuscating the underlying content. Websites often need to show dialogs for various reasons; however, interrupting users with intrusive interstitials may frustrate them and erode their trust in your website. Intrusive dialogs and interstitials make it hard for Google and other search engines to understand your content, which may lead to poor search performance. Equally, if users find your site hard to use, they are unlikely to want to visit those websites again, including through search engines.”

What is page experience? Google has a detailed developer document on page experience criteria but in short, these metrics aim to understand how a user will perceive the experience of a specific web page: considerations such as whether the page loads quickly, if it’s mobile-friendly, runs on HTTPS, the presence of intrusive ads and if content jumps around as the page loads.

Page experience is made up of several existing Google search ranking factors, including the mobile-friendly update, Page Speed Update, the HTTPS ranking boost, the intrusive interstitials penaltysafe browsing penalty, while refining metrics around speed and usability. These refinements are under what Google calls Core Web Vitals. Please note, Google dropped the safe browsing factor last year from the page experience update.

Desktop also. This can be an issue for desktop as well since the page experience update is now live for desktop pages.

Why we care. While this does not appear to be a manual action, intrusive interstitials do impact your overall page experience signals and can impact your rankings in a super light weight manner. So if you get this notice, try to remove the intrusive interstitials from your website.

The post Google Search Console notices for removing intrusive interstitials appeared first on Search Engine Land.

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How to handle unprofessional SEO treatment: tips and guidelines

How to handle unprofessional SEO treatment: tips and guidelines

I am what might be called a veteran search engine optimizer. I have many years of experience speaking at multiple SEO events (conferences, webinars, training and so forth). I often get involved in controversial SEO debates on various social media outlets. 

I have also had my share of bullying. 

However, I have also learned much from other SEO veterans. They have been outstanding role models for people in our industry.

In this article, I want to share what I’ve learned from participating in so many SEO events and my experience on social media platforms. Here is what I have learned about handling unprofessional treatment.

1. Listen to multiple perspectives on any SEO or SEM topic

I know this might seem counterintuitive. If you are in a real-time situation, it is perfectly normal to have an initial defensive reaction. 

Go past this reaction. If you listen, you will likely learn things you might never have thought about or encountered. Listening to and reading about different approaches to SEO can make you a more effective SEO.

I learned this from Danny Sullivan, now Public Liaison for Search at Google. Whenever he put together a session for one of his conferences, he always included a panel of experts with diverse opinions.

At first, I thought Sullivan was nutso. However, once I realized he was showing his journalist side by doing thorough research, my viewpoint also changed. 

I wasn’t initially the greatest at keeping my opinions to myself. In fact, Sullivan pointed out to me, privately, that I was shaking my head when I sometimes disagreed with a fellow panelist. I was not consciously aware that I was doing it. Yet it allowed me to stop myself in order to pay attention to what other speakers were communicating.

I did not necessarily have to agree with others’ perspectives. Nor do you. However, listen to others’ perspectives. Try to understand each point of view. It will help you become better at SEO.

2. Be courteous when taking notes

If you are at a real-time or recorded event, learn how to mute your keyboard, even if you have a quiet keyboard. The sound will distract attendees from speaker content, especially if multiple attendees are typing at the same time. Mouse clicks can also be a distraction.

This tip might seem obvious given high school, college and university settings. With professional events, however, the point is to listen to the speaker, not to distract him or her.

My note-taking would become quite vehement whenever I heard the word “facet.” Faceted navigation leads to duplicate content delivery. The same content is organized in many different ways. The more facets you place on your website, the more costly it is to manage duplicate content delivery to both web and site search engines.

I learned this tip from Michelle Robbins, former Search Engine Land Editor-in-Chief. I once took notes on my tablet when I was on panels. It looked unprofessional even though I was only taking notes. Using my tablet gave the impression that I was ignoring the other panelist, not paying attention even though the opposite was true.

As of this writing, the COVID-19 epidemic has limited in-person events. Nevertheless, do your best to be civil and courteous when taking notes once we return to in-person events. 

3. Show common courtesy when asking for clarification and challenging an opinion

Nobody has the exact same frame of reference as another person. For example, my frame of reference for SEO is viewing it as a form of communication among content providers, searchers, and search engines. I believe that SEO is optimizing for people who use search engines. People first, technology second.

In my previous definitions of SEO in my books, I used different definitions. These definitions emphasized the marketing aspect of SEO more than the communication aspect. So my frame of reference has evolved. In fact, I once was miffed at the U.S. Congress for not having basic knowledge about web search.

That doesn’t mean that others have the same SEO definition that I have. It also doesn’t mean that my approach to SEO is the same as others. For example, I have never spammed search engines. I never will, either. I feel it is biting the proverbial hand that feeds you.

It’s okay to challenge an SEO opinion. Our world would be quite boring if we all agreed with each other. I learn more from challenging opinions than blindly accepting everything I read and hear. 

What do I mean, really? Do not label people unfairly. Do not be rude or condescending. Avoid stereotypes. Whenever I hear name-calling or personal attacks, it means that my point of view is likely correct because an antagonizer does not challenge my research. He or she resorts to personal attacks.

Stick to your facts, data, and research. Don’t take the “unfairness” bait.

4. Follow people you disagree with on social media

This piece of advice also might seem counterintuitive. Again, my point is to learn from other people. That means learning from people who have different perspectives than you have.

It has helped to follow SEOs who disagree with me. I want to know reasons why we disagree. It might be something as simple as our perspectives on search engine spam. I do not do it. Other SEOs believe it is up to a company or organization to take the risk. Different approaches, different business models.

I’ve learned that many SEOs do not understand information architecture. information scent and fundamental principles of search-engine friendly design. I’m a technical SEO as well as a web designer/developer. Some people do not have the same technical skills I have. Many SEOs have greater technical skills than I have.

I’ve learned that many SEOs consider taxonomy to only be hierarchical. When in reality, a hierarchical-only taxonomy can lead to orphans and silos, two things that negatively impact search engine visibility. Link building guru Eric Ward taught me so much about silos. So did information-architecture guru Peter Morville. 

SEOs who don’t understand IA often misunderstand IA as a part of SEO. The information architecture (IA) process should begin before actual SEO on a website. In fact, a search-engine friendly and accessible labeling system should be a part of a website’s style guide. 

Following them on social media, reading their books, and implementing their suggestions have proved invaluable to me both as an SEO professional and as an information architect.

I should note the contrary situation. One colleague who disagreed with me on just about every SEO topic would constantly challenge my points of view. She did not hesitate to stereotype me to colleagues and her friends. Nevertheless, I still followed her on social media. I wanted to learn why she treated me so poorly.

I learned the reason. Somehow, she “looked down” on my education and training. Granted, I do not expect my colleagues to go to the extent that I do for formal education. Ph.D. programs are not for everyone.

My education is my choice. My selection of training and certification programs is also my choice. My choices do not have to be others’ choices. 

Whenever I am challenged at a search event, I often provide resources: books, articles, training classes, certification programs, and so forth. I provide sources of my information and data. 

Lesson learned? I unfollowed this particular colleague. Her posts and articles did not add to my search knowledge. I gave her a fair chance. 

Don’t be afraid to give colleagues who disagree with you a fair chance. You will often learn things that never occurred to you.

5. Give SEO colleagues each a fair chance

I am grateful to two specific people for this tip, Barry Schwartz and Bill Slawski. I used to disagree with both of these gentlemen for years.

Now? I have a deep respect for what they have done for the SEO industry. They have become SEO archivists. (I once wrote about SEO and archiving here.)

If you need information about SEO and patents, Slawski is the best go-to person. If you need information about algorithm updates, Schwartz’s articles are an outstanding resource.

I admit I wasn’t always supportive because I initially did not understand that both Slawski and Schwartz were becoming two of the best SEO archivists in the industry. However, I kept giving them fair, objective observations over the years. Once I realized that it was my perspective that needed adjusting? I did it. 

Now I do not hesitate to refer to both of my colleagues for support and even jobs – ones where I believe they are more qualified than I am.

Ignore your initial defense mechanism when being challenged

Here is a quick summary of how to handle unprofessional SEO treatment:

Genuinely listen to multiple perspectives on any SEO or SEM topic. Be courteous when taking notes.Show common courtesy when asking for clarification and challenging an opinion.Follow people you disagree with on social media.Give SEO colleagues each a fair chance.

You can professionally disagree with other SEO colleagues. While doing so, you might learn things that are crucial to your SEO career. You never know. You might just learn information from them that never otherwise would have occurred to you.

The post How to handle unprofessional SEO treatment: tips and guidelines appeared first on Search Engine Land.

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