This how-to guide goes through the use of AI tools for content, YouTube, local SEO, social posts, and reviews without sapping creativity or hurting rankings. The emphasis is on keeping human expertise at the center while letting AI handle structure, cleanup, and speed.

It is expected that by the end of the course, individuals will be able to:

What AI Is Good For-And Where It Trips People UpThere’s a difference between using AI as an assistant versus letting AI do the authoring. When the AI writes the entire page, it is normally safe but bland and forgettable. But when the humans retain control of the ideas and voice, and the AI helps to outline, polish and format, then the content remains original and useful.

Three tools complement most workflows:

ChatGPT (paid): Reliable daily driver with strong iterative refinement and helpful features to save time.
Claude: Naturally clear, concise, and excellent with long context and bullet-point structure.
Gemini: Useful as an “answer engine” for synthesis and a second opinion.

None of these tools should be treated as authors. Think of them like paralegals—great at drafting, summarizing, and formatting—while the human expert delivers the argument.

Although there is a little more variation in placement now compared with the original line-up, most of the starting players have remained consistent.

The Transcript-First Workflow That Actually Saves TimeFor teams who have a hard time “sounding like themselves” in writing, a transcript-first workflow has resulted in authentic prose:

Speak first. Record a simple explanation of the concept as if you were teaching a client.
Transcribe it immediately. Using noise reduction and live transcription means there will be a transcript ready as soon as the recording ends.
Transcript-to-asset creation:
- A YouTube description with a clear summary and timestamps.
- A blog post drafted from the transcript, so the base language is genuinely original.
- Show notes, email blurbs, and social captions.
Run a “reverse humanizer” pass. In place of adding flowery filler, remove it. Cut clichés (“in conclusion,” “moreover,” “delve into”), trim adverbs, and strip phrases no real person would say. The result preserves authentic voice and reduces AI “tells.”

Because the source is a human speaking naturally, detection tools generally grade the language as largely original, even when AI helps frame it.

Ensuring True OriginalityOriginality comes from ideas and examples, not just paraphrasing. If a page merely blends the top search results, it won’t rank or convert.

Anchor to real expertise. Utilize actual cases, results, and city-specific information.
Avoid AI tells. Watch out for generic transitions, perfectly symmetrical paragraphs, and fabricated quotes.
Fact-check anomalies. AI can make up places, specifications, and statistics. Edit every output with a critical eye.

Introduction to Habits That Prevent SEO CannibalizationPoor prompting will create ten posts that compete for the same keyword. Good prompting places constraints on this and targets coverage, not duplication.

Example solution:

Suggest non-overlapping topic ideas from what is currently active—this requires a list of topics or sites already covered.
Include localization requirements, like having separate content tuned for Sugar Land and The Woodlands.
Focus on search intent and zero-click scenarios, along with supporting topics of citations—Chamber, BBB, associations, and how they support E-E-A-T for local service companies.
Structured output requested—table with title, target query, intent, notes—to create an editorial map.

This process delivers net-new topics aligned to specific local intents while building topical authority, as opposed to internal competition.

Building Local Authority the Boring, Effective WaySearch engines still respond to real-world trust signals:

Citations from Chambers of Commerce, Better Business Bureau, and credible associations with steady NAP (Name, Address, Phone).
Reviews, which for multi-location businesses are separated by location, then shown on the corresponding location page.
Media mentions, talks and community involvement. Real-world presence informs online trust. The part everyone skips—showing up—remains the part algorithms reward.

A Brilliant Spanish Language ApproachA well-considered bilingual approach can unlock growth in markets with Spanish-speaking audiences.

Create a dedicated /es/ site section for the search engines to recognize Spanish counterparts.
Use human-reviewed translations for accuracy, tone, and local terms.
Maintain parity on core service pages; add Spanish-first content for questions unique to the community.

This isn’t just about accessibility, it’s a real revenue stream if done right.

Where Search Console Fits (The Free Gold Mine)Before drafting new content, check Google Search Console:

The “almost there” set includes queries in positions 6–15. Publish one supportive post for each query.
Compare top pages vs. rising pages. Strengthen rising pages with internal links and an FAQ block answering the exact queries driving impressions.
Use impression trends as a guide for new content. If you have a high-volume, local query with strong impressions, but weak average position, build topical clustering, and shore up local signals (reviews, citations, location pages).

AI can assist with outlining and drafting, but the data chooses the target.

YouTube + Blog: A High-Leverage Content EngineVideo forces clarity and doubles as a source for written content.

Write a clean YouTube description with search-aligned keywords.
Add timestamps, resources, and a brief summary.
Expand those notes into a blog post—with real examples, screenshots, and step-by-step instructions—for readers who prefer text.

One recording becomes a video, a blog posting, an email, and multiple social posts—a repeatable system.

Using AI for Ads and Social Without Sounding RoboticAI can accelerate ad and social copy, especially when fatigue sets in. Two guardrails keep it natural:

Be specific about audience. For example, “Write five captions for homeowners in Kingwood comparing quotes for composite decking,” outperforms “Write five captions about decks.”
Ban clichés. Ban the use of words like “unleash,” “transform,” and “discover.” If it sounds like every other SaaS landing page, rewrite or remove it.

Claude excels at clean bulleting; ChatGPT is strong in iterative tone control (“less hype, more helpful”).

Authority Isn’t a Buzzword—It’s the ModelSearch engines and customers alike are trying to find what’s real. Consistent signals win:

Time in market and proven track records.
Demonstrated expertise—tutorials, screenshots, and process walk-throughs with results.
Consistency over time, even with seasonal slowdowns.
Network effects from chambers, associations, and community presence.

Knowledge panels, speaking invites, and organic mentions tend to follow an established offline reputation supported by a coherent online footprint.

Common Pitfalls to Avoid* Publishing 100% AI-created pages and expecting durable rankings or conversions. * Copying unverified “facts.” Even one wrong price or address erodes trust. * Displaying fake reviews or “as seen in” logos. This all backfires and can be easily exposed. * Creating “summaries of the top results” as if that equates to expertise. It doesn’t—and seldom ranks.

A One-Week Action Plan Day 1: Record a 10-minute explainer of the most-asked customer question. Transcribe it. * Day 2: Convert the transcript into a YouTube description and a 900–1,200-word blog post. Eliminate fluff. Insert local examples. * Day 3: Open Search Console. Select three queries at positions 6–15. Add a short FAQ to the new post, making sure to answer those very questions. * Day 4: Request two reviews from recent clients. Publish them to the correct location pages. * Day 5: Using AI, draft five social posts to promote the blog and video that are cliché-free, value-forward. * Day 6: Identify ten citation opportunities (Chamber, associations, high-quality directories). Start submissions with consistent NAP everywhere. * Day 7: If applicable, scope an /es/* version of the top two service pages with human-reviewed translation.

Repeat this cycle weekly. It’s not glamorous—but it compounds.

ConclusionAI is leverage. Used carelessly, it produces generic content that blends into the background. Used deliberately, it speeds up research, drafting, and formatting while preserving human voice and experience. The winning approach looks like this:

Record it. Speak naturally to capture authentic language and expertise.
Transcribe it. Get usable text fast.
Humanize it (by trimming fluff). Keep the voice; lose the filler.
Publish it. Turn one talk into multiple assets.
Verify with data. Let Search Console guide the next steps.

Do this over the course of a year, and a website’s topical depth and authority signals will increase, along with local visibility, without ever sounding robotic.

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For years, SEO professionals and website owners have been playing a guessing game with Google’s algorithm. We’ve analyzed rankings, tested theories, and tried to reverse-engineer what the search giant actually wants from our websites. But what if I told you that Google has actually been telling us exactly what they want all along—we just haven’t been looking in the right place?

Thanks to leaked internal documents and Google’s own AI tools, we now have unprecedented insight into the actual ranking factors that determine your website’s success. This isn’t speculation or theory—this is direct intelligence from Google’s own systems about what really matters for SEO in 2025.

The Whistleblower Documents That Changed EverythingAbout a year ago, a whistleblower released internal Google documents that outlined the company’s true ranking strategy. These weren’t marketing materials or public statements—these were the actual internal guidelines that Google uses to evaluate websites. The revelation was stunning: many of the things Google has publicly denied caring about are actually among their most important ranking factors.

Think of it like getting the secret recipe for Kentucky Fried Chicken’s 11 herbs and spices, except instead of chicken seasoning, we’re talking about the ingredients that make websites rank on the world’s most important search engine.

Google’s Hidden Content Grading Tool: Vertex AIPerhaps the most shocking discovery is that Google has made their content evaluation system partially available to the public through Vertex AI. This tool, accessible through Google Cloud, will analyze any webpage and provide detailed feedback on what Google wants to see for better rankings.

When you input a webpage URL and tell Vertex AI to “evaluate this text,” something remarkable happens. The system provides a comprehensive breakdown of:

Core keywords the page should target
Long-tail keyword opportunities
Competitor analysis recommendations
Technical SEO requirements
Content structure suggestions

This isn’t a third-party tool making educated guesses—this is Google’s own language model telling you exactly what their algorithm is looking for.

The Great Keyword DeceptionFor years, Google has insisted that keywords don’t matter anymore. SEO experts have been told to focus on “user intent” and “semantic search” rather than specific keyword targeting. The leaked documents and Vertex AI analysis reveal this to be one of the biggest head fakes in digital marketing history.

When you analyze a webpage about Italy tours using Google’s own tool, it immediately provides a list of essential keywords: “Italy tours,” “Italy travel packages,” “Italy vacations,” “luxury tours,” and “custom tours.” Cross-reference these suggestions with keyword research tools, and you’ll find they correspond to search terms with thousands of monthly searches.

The pattern is clear: Google not only still uses keywords but considers them fundamental to understanding what your page is about. If you’re talking about Italy tours but your content starts discussing Zimbabwe vacations or moon rocket rides, Google’s algorithm gets confused and essentially throws your page out of consideration.

The Critical Importance of Website HierarchyOne of the most actionable insights from Google’s internal guidance is the emphasis on clear, logical website hierarchy. This goes far beyond having a simple navigation menu—Google wants to see a sophisticated taxonomical structure that demonstrates expertise and comprehensive coverage of your topic.

Most websites fail this test miserably. They have generic navigation items like “Home,” “About,” “Services,” and “Contact.” But Google’s algorithm is looking for something much more detailed and specific.

For example, a dental practice shouldn’t just have a “Services” page. They should have distinct category pages for:

General Dentistry (with subcategories for cleanings, fillings, extractions)
Cosmetic Dentistry (with subcategories for whitening, veneers, smile makeovers)
Laser Dentistry (with specific procedures and benefits)

Each category page should then link to relevant subcategory pages, creating what SEO professionals call “silos”—organized content clusters that help Google understand the relationship between different topics on your site.

The Portfolio of Poor SEO: What Not to DoThe presenter shared examples of websites that look visually appealing but fail completely from an SEO perspective. These sites typically have:

Minimal navigation structures
Vague service descriptions
Generic page titles like “Learn More”
No clear hierarchy or content organization

One particularly telling example was an event planning website that listed services like “designed by Jenny” without any indication of what Jenny actually designs. From Google’s perspective, this could mean anything from wedding dresses to coffins—the algorithm has no way to understand the business’s actual focus.

The Internal Linking RevolutionGoogle’s leaked documents reveal that internal linking strategy is far more important than most website owners realize. It’s not enough to simply link between pages—the anchor text and context of those links send crucial signals to Google about what each page is actually about.

When you link from a page about “local SEO” to another page using the anchor text “search engine optimization,” you’re telling Google that the destination page is related to SEO topics. But if you link from a page about buying shoes to a page about local SEO, Google gets confused about the topical relevance.

This is why successful websites create content silos where related pages link to each other using relevant anchor text, creating a web of topical authority that Google can easily understand and reward.

Technical SEO: The Foundation That Can’t Be IgnoredThe Google documents also emphasize technical SEO elements that many business owners overlook:

Title tags and H1 headers that accurately describe page content
URL structure that reflects the site’s hierarchy
Image file names that are descriptive rather than generic (avoid “image123.jpg”)
Mobile optimization and fast page loading speeds
Schema markup and structured data

These aren’t nice-to-have features—they’re fundamental requirements for ranking in 2025.

The User Engagement Signal RevolutionPerhaps the most significant revelation is that Google tracks user engagement signals much more extensively than previously known. The algorithm monitors:

How long visitors stay on your pages
Whether they bounce back to search results immediately
How they interact with your content
Whether they engage with embedded media

This explains why smart website owners are now embedding videos, podcasts, and interactive elements at the top of their pages. The moment someone starts playing a video or audio file, it registers as meaningful engagement with Google’s algorithm.

Quality Backlinks: The Ranking Factor That Never DiedDespite years of Google downplaying the importance of backlinks, the leaked documents reveal that link building remains one of the most crucial ranking factors. Google essentially maintained an internal PageRank system even after removing the public toolbar that displayed these scores.

The algorithm still heavily weights:

The number of quality websites linking to your content
The authority and relevance of those linking domains
The context and anchor text of those links

The AI Revolution: Becoming Source MaterialAn unexpected benefit of following Google’s internal guidelines is that well-structured websites are becoming source material for AI engines like ChatGPT, Claude, and Perplexity. When your site has proper hierarchy, clear categories, and comprehensive content coverage, AI systems identify it as an authoritative source.

This creates a new traffic channel beyond traditional Google search. Businesses are now receiving leads from people who found them through AI-powered searches rather than conventional search engine results.

Practical Implementation: Your Next StepsBased on these revelations, here’s what every website owner should do immediately:

Audit your site structure using Google’s Vertex AI tool to understand what the algorithm sees
Create a comprehensive hierarchy with detailed category and subcategory pages
Optimize your internal linking to create clear topical silos
Implement engagement elements like videos and podcasts to increase time on page
Focus on technical SEO fundamentals including proper title tags, URLs, and page speed
Develop a strategic approach to earning quality backlinks from relevant, authoritative websites

The Competitive AdvantageThe most exciting aspect of these revelations is that most businesses haven’t implemented these strategies yet. While your competitors are still guessing about what Google wants, you now have access to the actual playbook.

The businesses that act on this intelligence quickly will have a significant advantage in search rankings, user engagement, and even AI-driven traffic sources. This isn’t just about SEO anymore—it’s about positioning your website as an authoritative source that both search engines and AI systems recognize and recommend.

The age of guessing what Google wants is over. The question now is: will you use this knowledge to transform your website’s performance, or will you continue playing the old guessing game while your smarter competitors leave you behind?

FAQ Is it okay to use AI to generate content for my website?No. we strongly advises against using AI to write full web content because AI tools aggregate and rephrase existing information, making the content unoriginal. However, AI can be used to edit and improve human-written content.

What is Vertex AI, and how can I use it for SEO?Vertex AI is Google’s machine learning platform, and it can be used to evaluate your website’s content. When prompted correctly (e.g., “Evaluate this text”), it will analyze your site and suggest improvements, including keyword recommendations.

Do keywords still matter for SEO in 2025?Yes—absolutely. Despite past statements by Google downplaying them, keywords are still a foundational part of SEO. Tools like Vertex AI confirm that Google uses keywords to assess relevance.

How can I find the best keywords to target for my website?ou can:

Use Vertex AI to analyze your page and get keyword suggestions
Use plugins like Keywords Everywhere to check search volumes
Use Claude AI to study what keywords competitors are using successfully Why is website hierarchy important for SEO?A clear, logical site structure helps both users and search engines navigate your content. Google prefers websites that are organized by categories and subcategories, with internal linking between related pages.

How should I plan the structure of my website?Start on paper. Sketch out your site’s main categories and their subtopics, like an outline. This makes it easier to:

Visualize your site hierarchy
Spot missing content
Stay focused on SEO strategy Can Vertex AI help fix a website that’s not ranking well?Yes. By evaluating your site with Vertex AI, you can get actionable insights into what’s missing or misaligned. It can show you where to adjust content, structure, and keywords.

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As a small business owner, we all understand the plight of too much to do, not enough hours in a day and how we can cover more ground in less time. So enter AI. As alluring as it is and as helpful as it can be, when it comes to a website design and SEO, it can be toxic to your sites overall health if its not leveraged properly. So, before you let an AI tool write your next blog post or launch your entire website, let’s take a moment to pause and ask: Is this actually helping your business—or hurting it?

I had the opporutnity to break it all down for business owenrs, explaining how AI can be a powerful ally in your digital marketing strategy—if you know how to use it wisely.

How to Use AI the Right Way in Your Digital Marketing StrategyArtificial Intelligence (AI) is revolutionizing the way we approach digital marketing, but for many small business owners, it’s a confusing and often overwhelming space. With countless tools and conflicting advice, it’s easy to fall into traps that could actually harm your online presence rather than help it.

In the attached video, Beth Guide of Vertical Web offers some much-needed clarity. She provides small business owners with practical, experience-based strategies to integrate AI into their marketing efforts without losing authenticity, search visibility, or customer trust.

Here’s what you need to know about using AI effectively and ethically in your digital marketing strategy.

The Big Misunderstanding: Google and AI ContentOne of the first misconceptions Beth addresses is that AI-generated content is a shortcut to better SEO. It’s not.

In fact, Google does not favor AI-written content—especially if it lacks originality. AI tools like ChatGPT or Claude scrape and summarize existing content across the internet. When you use these tools to create blog posts without adding your own voice or ideas, you’re essentially recycling what’s already out there. Google sees this as “thin content” that adds no value to users.

“Google wants content that makes the internet a better place,” Beth says. That means original, insightful, and experience-based material—something only you can provide.

You Are the Expert—AI is Just the AssistantBeth emphasizes that small business owners need to recognize their own value. If you run a business, chances are you’re an expert in your industry. That expert knowledge is what sets your content apart.

AI should not be your ghostwriter—it should be your brainstorming partner. It can help organize your thoughts, generate ideas, or even identify topics you might not have considered. But the core ideas must come from you.

“Be the source that others quote,” Beth advises. “Don’t be the one quoting others.”

How Do You Effectively Use AI in Your Content Marketing StrategyAI can be incredibly useful if you know how to use it correctly. We talked through how to be effective and some of the steps you can use to use AI to support your efforts but not replace you or your knowlegde. AI is about saving time, not just to repeat what someone else has said.

Start with Keyword ResearchUse AI to generate a list of relevant keywords for your business. Tools like ChatGPT or Claude can help, but you must be specific in your prompts. For example, instead of asking “What are good HOA management keywords?”, ask “What are people searching when they want to hire a homeowners association management company?”

This level of specificity matters—vague prompts will lead to vague answers.

Generate Content Topics from KeywordsOnce you have a list of keywords, ask the AI to generate blog topics based on them. This can help you build a content calendar and eliminate writer’s block.
Write Content Based on Your ExpertiseUse your own experiences and unique perspective to flesh out each topic. You can ask AI to help organize sections, identify talking points, or summarize research—but you need to provide the core message and tone.

Don’t ask AI to write the blog post for you. Instead, use it to structure and support what you want to say.

How Can You Use Video to Supercharge Your Content Creation Strategy?Not a writer? No problem. Beth suggests an alternative content creation method that works just as well—and sometimes even better: video.

Here’s how she recommends doing it:

Record Yourself Talking
Use your phone or Zoom to record a video of yourself explaining a topic you know well. For example, if you’re an HOA manager, explain the importance of a reserve study or how to engage with residents effectively.
Transcribe the Video
Use tools like YouTube, Otter.ai, or Zoom to get a written transcript of the video.
Feed the Transcript to AI for Summarization
Ask the AI to summarize the transcript. This summary will serve as the foundation for a blog post, which you can then revise and personalize further.
Repurpose the Content
From one video, you can create:
- A blog post (from the AI summary and your edits)
- A podcast (by extracting the audio)
- A YouTube upload (the original video)
Combine All Formats on One Page
Create a single web page that includes the blog post, video, and audio. This allows you to cater to different types of learners:
- Readers (written blog)
- Watchers (video)
- Listeners (podcast)

Platform Matters: Skip the ShortcutsBeth also warns against relying on drag-and-drop platforms like Wix, Weebly, or Squarespace, especially if you’re serious about SEO. While these tools may offer convenience and AI-powered site builders, they often fall short in terms of performance, customization, and long-term growth.

Even WordPress, which is more SEO-friendly, now offers AI content features that may tempt users to shortcut the writing process. Don’t fall into that trap.

“If your website doesn’t offer anything unique, there’s no reason for Google—or your customers—to engage with it.”

Avoiding Common AI MistakesBeth highlights a few common missteps to avoid when using AI:

Poor Prompting: The quality of your prompt directly impacts the quality of the AI’s output. Be specific.
Overloading a Chat Thread: If the AI starts giving unrelated or confusing answers, start a new chat. Past context can distort future results.
Blind Copy/Paste: Never copy and paste AI-generated content directly to your site. It lacks your voice and could harm your rankings.
Thinking AI is Smarter Than You: It’s not. AI doesn’t know your audience or your business better than you do. Use it as a tool, not a replacement.

Build Value, Not Just ContentAt the end of the day, AI should help you bring your expertise to life online. Whether you’re creating blog posts, videos, or podcasts, your voice and originality are what will make your business stand out.

“If you’re not making the internet a better place, Google doesn’t want your content.”

So yes, leverage AI—but do it with intention, with creativity, and with a clear sense of what makes your business unique. Remember, AI is a tool—not a replacement. When used wisely, it can help you generate ideas, save time, and structure your thoughts. But it can’t replace your experience, your personality, or your expertise. So next time you sit down to create content, remember: Let AI support your voice—not speak for you.

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As digital marketing continues to evolve, artificial intelligence has emerged as a powerful tool for website development and SEO optimization. In today’s video, we talk about how AI can streamline website creation, support SEO strategies, and save time on content generation.

WordPress: The Foundation for SEO SuccessBefore diving into AI applications, we need to establish a fundamental point: platform choice matters significantly for SEO success. While many businesses are tempted by the simplicity of platforms like Wix, Weebly, Squarespace, or Shopify, these options often fall short of gaining solid SERPs.

“I’m very much about how we get traffic for people,” Beth explained, highlighting that WordPress (specifically wordpress.org, not wordpress.com) remains the superior choice for businesses serious about their online presence. This is particularly important for e-commerce sites, where Beth recommends WooCommerce over Shopify for better SEO performance. And although Shopify can be mofidified to perform, it us usually cost prohibitive to do so.

AI-Assisted Website DevelopmentOne of the most impressive demonstrations showed how AI can dramatically accelerate the website creation process. Using WordPress with the Astra theme and Spectra page builder, Beth demonstrated a near-complete dentist website built in roughly 20 minutes.

The process followed these steps:

Install WordPress with the Astra theme
Add Spectra as the page builder
Use the AI Builder feature to define the business type (dentist)
Provide a business description (generated through Claude AI)
Select images and design preferences
Let the AI generate the website framework

This approach doesn’t eliminate the need for customization but creates a solid foundation that would typically take hours to build manually. As Beth notes, this is particularly valuable for those who find WordPress intimidating but need a professional-looking site with good SEO potential.

Determining Website Structure with AIPerhaps the most valuable application of AI demonstrated was using it to determine optimal website structure and content strategy. Beth showed how asking Claude AI targeted questions about specific business types yields comprehensive outlines of recommended pages and services.

For example, when asked what pages a dentist in Kingwood should include for SEO purposes, Claude generated a detailed list including:

Homepage
About Us
Services page (with specific dental services)
Patient information
Before and after gallery
Testimonials
Blog
Contact information and map

The AI didn’t stop there – it provided a breakdown of specific services that should be featured, essentially creating a content roadmap for the entire site. This same approach worked for other business types, including commercial real estate and translation services, demonstrating its versatility.

The Critical Role of Keyword ValidationWhile Beth showcased AI’s power, she repeatedly emphasized a crucial point: “AI is thought-provoking, not thought-replacing.” This became particularly evident when examining keyword suggestions.

Using the “Keywords Everywhere” tool (a Chrome extension that shows monthly search volumes), Beth demonstrated how some AI-suggested terms have zero monthly searches, making them ineffective SEO targets. For instance, while Claude might suggest “property acquisition and sales” for a commercial real estate website, keyword research revealed that potential clients actually search for “buy commercial real estate” (10,000 monthly searches) or “sell commercial real estate” (1,600 monthly searches).

This validation process is essential for transforming AI suggestions into effective SEO strategy. As Beth explained, “I don’t want to see you go down an AI road and just give the AI answer just because it’s giving you the answer… It’s not smarter than you are.”

Creating Content Depth Through Page HierarchyOne particularly valuable insight involved using AI-generated service lists to create content depth. Rather than simply listing services on a single page, Beth recommended creating:

A main services overview page listing all offerings
Individual pages for each service category
Specific pages for sub-services within each category

This approach creates natural keyword targeting opportunities while providing the content depth that search engines reward. For the dentist example, this strategy could generate 24+ pages of relevant content without straining for topics.

Practical Application for Different BusinessesTo demonstrate the versatility of this approach, Beth applied the same methodology to a translation and interpreting business. The AI immediately identified:

Core service categories (certified translations, business translations, technical translations, website/software localization)
Interpretation services (consecutive, simultaneous, phone/video)
Industry-specific translation needs (oil and gas, healthcare, legal)
Priority languages for the Houston market (Spanish, Vietnamese, Chinese, Arabic, Hindi, French)

This real-world example showed how even business owners knowledgeable about their services can gain valuable insights about market demands and content organization through AI prompting.

Best Practices for AI IntegrationThroughout the workshop, several best practices emerged for effectively integrating AI into website development and SEO:

Use AI for framework generation: Let AI create the initial structure and content outline to save time.
Verify keyword relevance: Always check AI-suggested terms against actual search data.
Apply human expertise: Refine AI suggestions based on your industry knowledge and business goals.
Create content depth: Use AI-generated outlines to develop comprehensive content hierarchies.
Be conversational with AI: Using polite, clear prompts tends to yield better results from AI tools.

The Future of AI in Digital Marketing AI’s potential for website development and SEO is still evolving. The key is finding the right balance between AI efficiency and human expertise.

The most successful implementation is using AI to handle repetitive, time-consuming tasks while applying human judgment to strategic decisions. This approach allows business owners to focus on what they do best while leveraging technology to enhance their digital presence.

For those looking to integrate AI into their website development and SEO strategy, Beth’s approach provides a practical framework: use AI to generate ideas and structure, validate with keyword research, apply industry knowledge to refine, and build content depth through strategic page hierarchy.

By following these principles, businesses of all sizes can harness the power of AI to improve their digital presence without sacrificing the personal expertise that makes their business unique.

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Maximizing Website ROI with Google Analytics 4: Essential Insights for Business OwnersIn today’s digital landscape, having a website is the first step but should not be the last step. Understanding how that website performs and contributes to your business goals is what separates successful online ventures from those that struggle to gain traction. At Vertical Web, we frequently encounter business owners who have invested thousands in web design, SEO services, or SEM campaigns but have no idea whether that investment generates returns. This week’s Internet Marketing Clinic focused on implementing Google Analytics 4 (GA4) correctly and using it to determine your website’s true ROI.

The Foundation: Choosing the Right PlatformBefore diving into analytics, we need to address a critical decision that affects everything else: your website platform. While builders like Wix, Squarespace, and Shopify offer convenience, they often limit your ability to optimize for search engines and implement proper tracking.

WordPress remains our recommended solution for most businesses. Despite what some may perceive as a steeper learning curve, WordPress provides:

Superior customization options
Better search engine visibility
More robust analytics implementation
Greater control over your digital assets

As we often say at our clinics, “You can’t fix what you can’t measure,” and many website builders simply don’t allow for proper measurement.

Setting Up Google Analytics 4 CorrectlyGoogle Analytics 4 represents a significant shift from previous versions, focusing more on user journeys and engagement rather than simple pageviews. Proper setup involves two critical components:

Google Analytics 4 code – This needs to be added to your website header
Google Tag Manager – No longer optional, this must be implemented alongside GA4

The Site Kit plugin, made by Google, significantly simplifies this process for WordPress users. However, it’s essential to verify that both components are working correctly after installation. Many businesses we’ve worked with had Analytics installed but were missing Tag Manager, resulting in incomplete data collection.

Understanding Engagement Metrics vs. Vanity MetricsOne of the most powerful insights from GA4 is the distinction between engaged users and total users. In our clinic, we demonstrated this using Vertical Web’s own analytics data:

According to our metrics, approximately half of our traffic consisted of engaged users—those who visited multiple pages during their session. This engagement metric has become increasingly important for two reasons:

Google’s ranking algorithms now prioritize sites that keep users engaged
Engaged users are significantly more likely to convert into customers

When we analyze client websites, we often find they’re focused on total traffic numbers (a vanity metric) rather than engagement metrics (actionable data). A website with 1,000 monthly visitors and a 5% engagement rate is performing worse than one with 500 visitors and a 20% engagement rate.

The Value of Search Console InsightsAnother invaluable tool we demonstrated was Google Search Console, which reveals exactly which search queries bring visitors to your site. Using Vertical Web as an example, we analyzed search impressions and clicks for various keywords:

“Web development services” generated 7,000 impressions
“Unlimited web hosting” showed 3,879 impressions with click-throughs despite being ranked 30th

This data provides actionable intelligence about what potential customers are searching for and where you have opportunities to improve your visibility. It helps answer crucial questions like:

Which keywords are actually bringing in business?
Where are we visible but not getting clicks?
What content should we create to capture more relevant traffic?

Tracking Actual Conversions, Not Just TrafficThe most significant insight from our clinic was the importance of tracking conversions—the actions that translate into actual business revenue.

For e-commerce sites, this is relatively straightforward: you can track purchases and their value. For service businesses, tracking becomes more nuanced, focusing on:

Form submissions
Phone calls (using call tracking)
Chat interactions
PDF downloads
Time spent on key pages

During our session, we shared a revealing anecdote about a business that discovered 90% of their conversions came from a single keyword (“web hosting”) despite spreading their efforts across dozens of terms. This insight allowed them to reallocate resources more effectively and significantly increase their ROI.

The Direct Traffic AdvantageAn often-overlooked metric is direct traffic—users who type your URL directly or have bookmarked your site. In our analytics review, we found that direct traffic often indicates:

Brand recognition and strength
Repeat customers
Word-of-mouth referrals

While organic search traffic typically represents new potential customers, direct traffic often indicates existing relationships. Both are valuable, but direct traffic is usually more likely to convert and costs less to acquire. Building a business that generates substantial direct traffic takes time but creates a significant competitive advantage.

As we demonstrated with Vertical Web’s own metrics, a substantial portion of our new business comes from direct traffic—people who know us by reputation or referral—which has taken years to develop but now provides a steady stream of qualified leads.

Evaluating Web DesignersOne of the most practical segments of our clinic focused on how to evaluate web designers and SEO professionals before hiring them. The simple approach: ask to see websites they’ve worked on, then examine:

Do title tags include relevant keywords (not just “Services” or generic terms)?
Is the content naturally written for humans while still being SEO-friendly?
Does the site structure make logical sense for both users and search engines?

Many business owners come to us after spending thousands on websites that were built without SEO considerations, requiring complete rebuilds. By examining a designer’s past work through this lens, you can avoid this costly mistake.

The ROI Bottom LineAt the end of the day, website ROI comes down to a simple calculation:

ROI = (Revenue Generated – Cost of Website) / Cost of Website

The challenge lies in tracking that first number accurately. By implementing GA4 properly and focusing on the metrics that matter, you can:

Identify which keywords and content drive actual business
Understand user journeys that lead to conversions
Allocate marketing resources more effectively
Measure improvements over time

Next Steps for Your BusinessIf you’re not currently tracking your website’s ROI effectively, here’s what we recommend:

Ensure both Google Analytics 4 and Google Tag Manager are properly installed
Connect Google Search Console to your analytics
Set up conversion tracking for important actions (forms, calls, etc.)
Begin regularly reviewing engagement metrics rather than just total traffic
Test different approaches and measure their impact on actual conversions

At Vertical Web, we’ve helped hundreds of businesses transform their websites from expenses into revenue-generating assets through proper analytics implementation and data-driven optimization. The insights from this approach don’t just improve your website—they can reshape your entire marketing strategy.

Remember, the most beautiful website in the world is worthless if it doesn’t contribute to your bottom line. Start measuring what matters today.

Want to learn more about maximizing your website’s ROI? Join our weekly Internet Marketing Clinic every Wednesday at 1 PM. Subscribe to our channel to get notifications when we go live!

Related posts:1. Ultimate Guide to Recovering from Google Algorithm Updates and Penalties 2. What To Do When A Google Update Affects Your Website 3. 8 SEO Tips That Can Contribute to Better Google Rankings

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Navigating the Future of SEO: Key Trends and Strategies for 2025The digital marketing landscape is perpetually evolving, with SEO at the forefront of this transformation. As we approach 2025, it becomes imperative for marketers and business owners to understand and adapt to the latest SEO trends to maintain and enhance their online visibility. This post delves into the significant shifts expected in the SEO realm, offering actionable strategies to help you stay ahead in a competitive digital world.

The Rising Impact of AI on SEOArtificial Intelligence (AI) is increasingly influencing how search engines operate and how content is ranked. AI-driven algorithms are becoming more sophisticated in understanding and processing user queries, making it crucial for SEO strategies to align with these advancements. AI doesn’t just affect search outcomes; it’s also reshaping how SEO should be approached. For instance, AI can analyze user behavior, predict trends, and personalize content, making it essential for businesses to leverage AI in optimizing their SEO practices.

Diversifying Your Marketing to Go Beyond GoogleWhile Google remains the titan of search engines, new players like ChatGPT are emerging, challenging the status quo. These platforms are developing their own ecosystems and driving significant traffic to compliant websites. This shift underscores the necessity of optimizing content for multiple search platforms, not just Google. Ensuring that your SEO strategy is adaptable and broad enough to encompass these new platforms will be crucial in tapping into diverse traffic sources and expanding your digital footprint.

The Value of High-Quality Content – Content is STILL KingContent is king – a mantra that continues to hold true into 2025. The demand for high-quality, authoritative, and engaging content is higher than ever. Search engines are favoring content that provides real value to users, incorporating metrics that measure user engagement and satisfaction. This means businesses must focus on creating content that is not only informative and relevant but also tailored to meet the specific needs and interests of their target audience.

Link Building with a Focus on QualityThe significance of link building remains, but the focus has shifted towards the quality of links rather than sheer quantity. High-quality backlinks from reputable and relevant sources are critical in boosting a site’s authority and ranking. Effective link-building strategies now require a more thoughtful approach, where links from industry leaders, chambers of commerce, and influential publications can dramatically enhance your SEO performance.

Adapting to New Verification Processes for Local SEOSearch engines are placing a greater emphasis on authenticity and verification. Google, for example, has introduced video verification for business locations to ensure that listed businesses are legitimate and accurately represented. This move is likely to affect local SEO significantly, making compliance with these verification processes a critical factor in maintaining or improving search rankings.

Preparing for Technical SEO AdvancesAs search algorithms become more complex, the technical aspects of SEO cannot be ignored. This includes site architecture, mobile optimization, page speed, and structured data. Websites that quickly adapt to technical SEO requirements will perform better in search rankings. Ensuring that your website is technically optimized for both desktop and mobile users is more crucial than ever.

Leveraging SEO for Voice Search and IoTThe proliferation of voice-activated devices and the Internet of Things (IoT) has introduced new SEO challenges and opportunities. Optimizing for voice search requires understanding natural language queries and focusing on long-tail keywords. Additionally, as more devices become interconnected, there will be new avenues for optimizing content across different platforms and devices, further complicating the SEO landscape.

Sustainability and Ethical SEOAs consumers become more environmentally and ethically conscious, they expect the same from the brands they interact with online. Sustainable practices and ethical SEO strategies will become factors in brand preference and loyalty. This includes transparent marketing practices, sustainable digital operations, and ethical use of AI and data.

SEO Requires Continuous Learning and AdaptationSEO is not static; continuous learning and adaptation are required to stay relevant. The digital marketing field is fast-paced, with frequent updates to algorithms and best practices. Staying informed through credible SEO resources, ongoing training, and industry conferences will help you keep up with the latest trends and techniques.

Looking ahead to 2025, SEO is set to become more integrated with AI, more diversified across new search platforms, and more dependent on high-quality content and ethical practices. By understanding these trends and preparing with effective strategies, businesses can not only adapt to these changes but also thrive in the evolving digital landscape. Implementing these forward-thinking SEO strategies will ensure that your online presence is robust, resilient, and ready to meet the future head-on.

Related posts:1. Ultimate Guide to Recovering from Google Algorithm Updates and Penalties 2. Looking For A Search Engine Optimisation Company 3. Looking Into A Search Engine Optimization Cost

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Whether you’re a small business owner, entrepreneur, or digital marketer, understanding the fundamentals of SEO can help you gain visibility, attract leads, and grow your business.

What is SEO and Why is it Important?SEO, or Search Engine Optimization, is the practice of improving a website’s visibility on search engines like Google. The goal is to rank higher in search results, making it easier for potential customers to find your business.

Why SEO Matters for Businesses Increases website traffic – Higher rankings lead to more clicks and visitors. * Generates quality leads – SEO attracts users actively searching for your products or services. * Builds credibility and trust – A well-optimized website enhances user experience and authority. * Cost-effective marketing* – Unlike paid ads, organic SEO provides long-term benefits with sustained effort.

If you’re relying solely on social media or paid ads, you’re missing out on a powerful organic traffic source that can continuously drive potential customers to your site. SEO has been around since the early 2000s. While the digital landscape has evolved, it fundamentally remains the same: helping search engines understand and rank websites based on relevance and quality.

How an Optimized Website Can Transform Your BusinessA well-optimized website is more than just an online brochure—it’s your best salesperson, working 24/7 to attract new leads and customers.

Case Study: The Power of SEOBeth Guide shared her personal experience with SEO:

Before SEO, her company received 7 orders per week.
After optimizing for search engines, that number jumped to 20-30 orders per day!
Today, her business reaches 10,000+ customers on average.

This is an example of how ranking higher on Google can dramatically increase traffic, sales, but most importantly, business growth.

Choosing the Right Website Platform: WordPress.org vs. WordPress.comYour website platform plays a crucial role in SEO success. Beth strongly recommends using WordPress.org over WordPress.com.

Why WordPress.org is Better for SEO Full Control – Unlike WordPress.com, which limits customization, WordPress.org allows complete website control.
SEO-Friendly – Built-in tools and plugins (like Yoast SEO) make optimization easier.
Scalability – Easily expand your website with new pages, features, and content.
Better Performance – Faster loading speeds and better security for improved rankings.

Because you need maximum control, WordPress.org is the way to go. Vertical Web offers WordPress hosting plans that are prebuilt with the right tools that lead to SEO success.

The Importance of Content: Why Your Website Needs 100+ PagesMany businesses fail to rank because they don’t provide enough quality content for Google to take them seriously.

How Content Affects SEO* Google prioritizes websites with substantial, high-quality content. * A well-structured blog and service pages help establish authority. * More pages mean more opportunities to rank for different keywords.

Common SEO Mistakes That Hurt RankingsMany businesses struggle with SEO because they unknowingly make critical mistakes that prevent them from ranking higher.

Avoid These Costly SEO Mistakes Poor Website Structure – Confusing navigation and lack of internal linking can harm rankings.
Low-Quality Content – Thin or AI-generated content lacks value and engagement.
Ignoring Title Tags & Meta Descriptions – Missing or generic metadata reduces click-through rates.
Not Using H1s & Subheadings Properly – Headings help Google understand page structure and relevance.
Neglecting Local SEO – If you’re a local business, optimizing for local searches is crucial.

If you’re investing in SEO, make sure you’re doing it the right way to see actual results.

The Truth About AI & SEOWith the rise of AI-generated content, many wonder: Is AI good for SEO?

Google’s Stance on AI Content Google accepts AI-generated content IF it provides new and valuable insights.
However, repetitive or regurgitated content won’t rank well. Paraphrasing someone else’s work does not add to the betterment of the internet.
AI should be used as a tool for assistance, not a replacement for human-written content. Even this blog post you are reading is a summary of the video lecture I gave on this topic and is 100% unique. So, even though I used AI to generate this, it is a summary of my lecture.

Tip: Use AI to streamline research and outlines, but always add unique insights and expertise!

Does Google Ads Improve SEO Rankings?A common question is whether paying for Google Ads helps with organic rankings. I am one of the few people that has always said the two are intertwined. Although Google vehemently denies they are related, there has always been some benefit.

The Reality Google claims ads don’t influence rankings, but…
Higher click-through rates (CTR) from ads may indirectly help boost your website’s credibility.
Focus on SEO first, and use Google Ads to supplement your organic efforts.

SEO is a long-term strategy, while ads provide short-term visibility. A combination of both can yield the best results.

How Much Does SEO Cost?SEO pricing varies based on competition, industry and location.

SEO Pricing Breakdown Local SEO: Starts at $500/month for small businesses.
Competitive Niches (Lawyers, Dentists): Can range from $5,000 – $8,000/month.
Enterprise SEO: May exceed $20,000+/month for national rankings.

Cheap SEO services often cause more harm than good, leading to wasted money, poor results and possible long-term damage to the website or brand.

Keyword Research: The Foundation of SEO SuccessWithout the right keywords, your SEO efforts may fall flat. Remember to watch our Video on Keywords if you need more help on the topic

How to Find the Best Keywords Use tools like Google Keyword Planner or Ahrefs.
Focus on long-tail keywords (e.g., “best web designer in Houston”).
Look at competitor rankings and identify gaps.

Tip: Use a mix of high-volume and niche keywords for a balanced SEO strategy!

Building a Strong SEO Strategy TodaySEO is an ongoing process, but by following these best practices, you can increase rankings, drive traffic, and grow your business.

Key Takeaways SEO is essential for long-term business success.
WordPress.org is the best platform for SEO optimization.
Content is king – Aim for 100+ pages of valuable information.
Avoid common mistakes that can hurt rankings.
AI is a helpful tool but shouldn’t replace human expertise.
SEO is an investment – Choose a provider that knows what they’re doing.

Ready to improve your website’s SEO? Visit VerticalWeb.com for expert SEO services and training!

Don’t forget to subscribe to our YouTube channel for more SEO insights! And sign up for our Internet Marketing Clinic newsletter to receive our monthly class schedule and notifications of when we release new videos.

SEO #DigitalMarketing #BethGuide #VerticalWeb #SearchEngineOptimization #WordPressSEO #GoogleRanking #SmallBusinessSEO

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Keywords have been at the core of search engine optimization (SEO) since the early days of the Internet. Despite evolving algorithms, they remain crucial for ranking on Google. This guide explores the history, best practices, and strategies for using keywords effectively in 2024.

The Evolution of Keywords in SEOEarly Search Engines and Keyword UsageIn the late 1990s, search engines like Lycos, AltaVista, and AOL used simple Boolean searches. Web pages were ranked based on keyword frequency, leading to the rise of keyword stuffing. Websites repeated targeted phrases excessively, sometimes even hiding them in the background by matching the text color to the page’s background. These manipulative tactics initially worked but soon led to poor search results.

Google’s Algorithm ChangesAs search engines evolved, Google implemented more intelligent algorithms that penalized keyword stuffing and rewarded content with natural language and contextual relevance. Instead of focusing on exact matches, Google now looks for keyword variations and related terms to determine page relevance. Updates such as Google Panda, Penguin, and Hummingbird refined how keywords were evaluated, emphasizing content quality over manipulation.

Understanding Modern Keyword OptimizationThe Role of Keywords TodayDespite algorithm changes, keywords remain essential. However, they must be used strategically with supporting context. Simply repeating a phrase like “Houston movers” is not enough—Google expects additional context, such as “packing services” or “moving company reviews.” Using a natural language approach that aligns with user intent is now the key to effective keyword optimization.

Finding the Right Keywords for Your WebsiteOne of the most crucial steps in SEO is identifying the right keywords for your content. A good exercise is to create a list of 50 relevant words related to your business and organize them into groups. This helps structure content efficiently and target multiple search queries.

Essential Keyword Research ToolsKeywords EverywhereThis browser extension helps users

keyword search volume, competition, and variations. It also helps them discover which terms are most valuable for ranking in search results. The tool provides real-time data, making keyword research accessible and efficient.Google Keyword PlannerGoogle’s free keyword tool offers insights into search volume, competition, and related search terms. It allows businesses to refine their keyword strategy based on search trends and user behavior.

Using Excel for Keyword ManagementOrganizing keywords in an Excel spreadsheet allows for better analysis and strategy development. Keywords should be grouped logically to improve content structuring. Website owners can tailor content by categorizing terms based on intent—informational, navigational, or transactional—accordingly.

On-Page Optimization for KeywordsKeyword Placement and DensityGoogle’s algorithm considers more than just keyword frequency. Proper header placement (H1 to H6), meta descriptions, and body text are critical. The ideal page length for ranking well is around 1,700 words, ensuring the content is comprehensive and informative.

The Importance of Related TermsGoogle assesses content using an interrelation of words. Instead of focusing solely on a single keyword, including related terms helps improve page relevance and search visibility. For example, a page targeting “home health care services” should also incorporate phrases like “senior home care,” “skilled nursing,” and “in-home medical care.”

Using Header Tags EffectivelyHeader tags (H1, H2, H3) should logically contain keywords and structure content. Breaking content into readable sections improves user experience and search engine crawling. Google prioritizes well-structured content with precise topic segmentation.

Standard SEO Mistakes to AvoidLack of Contact InformationWebsites without a phone number, address, or precise business details can appear less credible to users and search engines. Contact information signals legitimacy and improves local SEO rankings.

Using Overly Broad KeywordsTargeting general terms like “shoes” is ineffective due to high competition. Instead, focus on more specific keywords that reflect user intent, such as “best running shoes for flat feet.” This approach reduces competition and increases conversion rates.

Neglecting Content DepthThin content with insufficient keyword coverage fails to rank well. Each page should provide detailed information that comprehensively answers user queries. Adding FAQ sections, bullet points, and related topics enhances content value.

Content Strategy for Better RankingsWriting High-Quality, SEO-Friendly ContentA well-structured blog post or landing page should include keyword-rich headings, FAQs, and a natural writing style. Content should be informative and address user needs rather than simply inserting keywords. Google values pages that provide actual value over those that try to rank for specific phrases.

Crafting Keyword-Rich Blog PostsFor businesses like home health care services, an article titled “Essential Home Care for Seniors: Tips for Living Comfortably” can rank well by incorporating related keywords like “in-home nursing,” “senior care,” and “skilled nursing facilities.” Structuring content around commonly searched questions improves visibility and user engagement.

The Role of Internal LinkingInternal linking helps distribute page authority and improves site navigation. Linking to relevant blog posts or service pages enhances keyword relevance and keeps users engaged on the website longer. For example, linking a blog post about “home health care services” to a service page detailing in-home care offerings strengthens keyword associations.

Using Schema MarkupSchema markup provides additional context to search engines, helping pages appear in rich snippets. Adding structured data for services, reviews, and business details increases search visibility and click-through rates.

Keywords Remain ImportantKeywords are still fundamental in SEO, but their usage has evolved. To rank effectively in 2024, website owners must focus on keyword relevance, strategic placement, and high-quality content. Businesses can improve their search engine rankings and drive more organic traffic by utilizing keyword research tools, structuring content logically, and avoiding common mistakes. With a strong keyword strategy, SEO success is within reach.

Related posts:1. What Is Technical SEO and Why You Should Care 2. Basic SEO Maintenance: Five Simple Things Site Owners Can Do to Improve SEO 3. The Right Tools for the Job: How to Get WordPress Set Up for Business Websites

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Unexpectedly, the SEO community was gifted a leak. Just as everyone was wringing their hands and lamenting SEO is dead (it’s not), here came a blueprint for SEOs.

I have just begun soaking in all the information contained in this document. By way of background, Rand Fiskin, founder of MOZ, was contacted about the Google API being accidentally uploaded. But as I read through this, in many ways, it’s not telling me things I didn’t already know, but I feel very vindicated because it backs a lot of what I think but could never prove.

From the Desk of an SEO Expert – A Look BackSo why should you trust my insights as an SEO Expert? The Google leak, in many ways, validates things I’ve been saying for years. I’ve always maintained that Google lies and misleads SEO companies, and this leak seems to confirm that. But let me define why I am an SEO expert so you can evaluate the podcast, video, and this post. I have 28 years of experience in SEO. My company was formed seven months before Google. Since my very first client, I have been navigating the ever-changing landscape of SERPs.

Back in those days, it was easy. How much keyword stuffing is needed? How many pop culture references can I add to my title tag? Or, best of all, I could type in the same color of the background and feed the search engine but not making apparent to the visitor. There were a lot of these ‘tricks’ back in the day. Do them now and do so at your peril. This is not a thing anymore and hasn’t been for many years.

Our SEO journey began when the search was still rudimentary before there were 14,000 data points. As the industry evolved, we adapted and built our knowledge. In a nutshell, we have been a part of every change Google has ever made, giving us a unique skill set and vantage point. While there are others like me, we are few and far between. Some, like Danny Sullivan, have even gone to work for Google. But others, like myself or Bill Hartzer, continue to fight the good (Google) fight in the trenches.

It’s all about the Algorithm. So What is the Google Algorithm Anyway?It all starts with the algorithm and the quest to understand it. The Google algorithm has always been as complex as it is simple. For those who don’t know for sure what an algorithm is, let me define it for you. An algorithm is a set of mathematical computations that solve a problem. In the case of Google, it’s the equivalent of a scoring system ‘grades’ web pages (and websites) and then putting them in numerical order, with the best page being listed in the first position. For years, I said there were 29,000 ‘things’ we had to know to get a page to work/rank within the Google algorithm. The number is 14,040. But what’s a few thousand data points between friends?

What we don’t know is the value of each of the items we are going to discuss below. What is the amount each item adds or subtracts from the score? Some may argue that predicting the outcome without those values is hard. But this is where the SEO expert part comes in. I believe I can tell with pretty good accuracy what is more important than other things. It is probably a companion piece I need to write that puts them in order and assigns the BG (Beth Guide) scale of Google Values to them.

So, what IS the Google Algorithm based on?

What have we learned from this Google data leak? Learned is subjective in this application. Me, I haven’t learned much. It’s all the stuff I already knew. For me, I used the word validated and vindicated. The first thing I’ve long said is that it is my opinion that Google lies to and tries to mislead SEO companies. I mean, why would they tell everyone how to game their system? It makes perfect sense. I have to say that I laugh when people tell me about the Google raters guidelines as if they are gospel. I have long said follow it to the letter and see how far you get.

Google Misdirection #1 – Page RankIt’s 2024, and I’m about to type the word Page Rank for those of you who have not been around for the last decade. When Google first arrived, it had a delimiter called page rank. It lived in the Google toolbar, and you could always see how Google ranked your website. From my SEO perspective, it was always time for a party when you increased page rank. How do you move up in page rank? Links links and more links. For several years now, coming out of Google links were no longer relevant. Surprise! They are still relevant. Color me shocked. At least up until the time of this leak, which is arguably as early as Sept 2023 and could be as late as March 2024, links are important. (10:34)

So what is a small business to do? Links really are important. Well, some of these things your business should be doing already. You should be participating in your community. You should be helping others. And you should learn how to identify situations that may gain you a link. There are other reasons to do this, and I’ll talk about branding and authorship in a minute. But for now, you have to learn how to identify an opportunity. (18:56)

Google Misdirection #2 – Chrome Data is Not Part of the AlgorithmEvery year, the expression is that there is nothing free in this life. As you know, everything about Google is accessible to the end user. Chrome and Gmail, to name a few. Why is that? Is Google possibly using that data to scrap and feed into their algorithm? Gmail helps with trends and what people are talking about. It’s not that it says anything specific about Gmail in the code anywhere. What it does say, however, is it talks about what is a good click and what is a bad click. I feel compelled to insert a pithy WOZ reference here, but I won’t. However, it could be argued that Glenda and Google sound somewhat similar.

Part of the page you are reading is one of the ways we send signals to Google. I don’t know if you are reading down this far or started watching the video but in either case you have had to be on this page for a while, making this into a good click. People stay on the pages associated with the Houston Internet Marketing Clinic Class. So, I am, in effect, sending a signal to Google. And I am not forcibly holding you back from the page, which is good.

Google Misdirection #3 – What is Spam Anyway?We all know what spam is. Nigerian Princes, Russian Brides. But Google is ever vigilant against spam. They define pages that could be better written, not well sources and sometimes just keywords stuffed and stuffed. Now I agree that keyword stuffing and the pages written over and over again just to simply say the same thing in hopes of moving a needle on a secondary keyword. But are all things spam? Or is the person just not a good writer? Is there the use of AI content?

The absolute truth is to act as an expert in your field, so yes, I am an SEO expert. I am a local SEO Expert. I would put my knowledge up against anyone out there and feel confident. Yes, I have my own opinions, and I’ve also been fortunate enough to grow up in this industry, so on-page and technical SEO to me are the same thing in many, many ways. I can fix technical SEO issues. I can fix semantic SEO issues. I know how to gain natural links for my website rather than resorting to buying them, as many others do.

But most of all, Google knows that I do not spam because when they see my name, I have built my name as part of our brand, and they know it’s a name that can be trusted. Just as when they see my company name they know it too can be trusted. They know I have been involved in SEO and Web Design for nearly three decades now. In addition, they see my involvement with organizations like SCORE, HCC, and the SBDC as a validation of my credibility. These relationships are extremely important to your overall success. So, what are you doing to increase your credibility? In a nutshell, they are grading my website based on my relationships and affiliations.

So How do Small Company’s Keep Up with SEO

The tenants of all of this are still the same. Good quality content will always win the day and is the fundamental building block. But how does a small business owner keep up or even get these ideas? Every time I open my email there is a treasure trove of content ideas. For example, how do you decide to use medical device or medical plastics. What is the right term, and what are the steps necessary to determine which is correct? What do you need to tell someone to get an SEO quote? (0:35)

Google Misdirection #4 – There is no SandboxIs there a Google Sandbox? So, this one is interesting because, in 2024, the answer is No-ish. In the truest sense of the word and using the historical application, no, not really. There was a hardcore sandbox back in the early 2000s. I don’t care what you did with a new domain; it was not going to rank for at least a year. But in the modern era, it’s not as arduous, but domains that are newly registered will usually sit for a year or two with low traffic. You will get some traffic. But not a lot. Now, most businesses won’t notice this because they will have localized traffic and weren’t expecting much. But if you are looking for SERP wins, and your domain is new, you have a distinct problem.

So what is the remedy to this? There are domains that are after-market, and those domains seem to be impervious to any restriction unless the domain has been completely banned (yes, they ban domains). My experience tells me that there are a few break points in this, meaning the older the domain the less issues you will have. In my opinion any domain that has maintained a continuous since the early 2000 is much less likely to be sandboxed. I’m not going to see it. I’ve never seen an old site have trouble, but I think I can count it on two fingers over the last 28 years. (40:46).

SEO Isn’t Magical Voodoo

I can’t tell you how often I’ve heard the terms voodoo or magic when describing SEO. It really is not. We now know that 14,000+ data points are strung together to help derive the best possible answer. I’m not a magician; I just understand how Google thinks. Doing that makes your site far more likely to rank on a given term. I can see the mistakes people make with their own sites, but most of all, I feel vindicated by this data dump because up until this all came out, everything we always said was theoretical.

Related Posts* Basic SEO Maintenance: Five Simple Things Site Owners Can Do to Improve SEO * How To Get Started in SEO: A Small Business Survival Guide * SEO Hacks: Easy Ways to Win at SEO * Ultimate Guide to Recovering from Google Algorithm Updates and Penalties

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SEO Hacks: Ways to win at SEO SEO (Search Engine Optimization) is a crucial aspect of digital marketing, and understanding how to navigate it can significantly impact the online visibility of your business. In this class we will explore the basics of SEO so that you can compete in this world and understand the do’s and don’ts and if you’re paying someone you can understand that they’re doing what they need to do.

Google and SEO: Two Sides of the Same CoinGoogle’s relationship with SEO is constant and ever-changing so it’s important to stay on top of their updates and requirements as they roll out. Since September of 2023 Google started the “Helpful Content Update” and has been aggressively rolling out new fixes in an attempt to combat the use of AI for content creation. In March of 2024, the latest roll out will alleviate 40% of the content that is currently sitting on the internet, because google reads it as written with AI. This is also designed to go after marketers using tactics to gain Google’s System.

What does this mean for business owners? For business owners and content writers, this update means that they will have to ensure that no content used is created with any AI tool. Content must be written by a human, as organically as possible, and with as much helpful information as possible. If you’re not being helpful, they’re not ranking your website.

No mixed signals with SEOGetting fancy with your words has its uses in marketing, but when it comes to your website and its content the messaging must be clear and concise. Google operates on a set of signals that help it understand the content and relevance of web pages. These signals are crucial for ensuring that your website ranks well in search results. One important aspect to note is that Google is literal and specific, how you communicate information on your website needs to align with how Google interprets it. Using the right keywords and structuring your content effectively are essential for signaling to Google what your website is about. A reoccurring issue with some websites and their signals, is that a website will change, which causes the signal to break.

The Role of Keywords for Great SEOKeywords play a pivotal role in SEO as they help Google identify the relevance of your content to user queries. It is significant to understand your business’s keywords and how to find them and use them effectively. Using plug in tools like Keywords Everywhere can provide valuable insights into search volume, competition, and the potential value of specific keywords. The search volume of a keyword is how many people are looking up this or adjacent terms. The competition is how many other people are attempting to rank using that same keyword. Remember, higher competition keywords may be harder to rank for, so it’s essential to prioritize and strategize accordingly. The potential value of the term is how much it would be for you to purchase specific search terms, but this won’t be necessary to start.

Local SEO and the “Near Me” TrendAn interesting trend highlighted is the growing importance of local SEO, especially with terms like “near me.” Google’s algorithms are increasingly favoring localized search results, making it crucial for businesses to optimize their online presence for local searches. Incorporating location-specific keywords and ensuring consistency across online directories and platforms can greatly improve your visibility to local customers.

In some instances, your business name can be a keyword, but often the business name is a more abstract concept than what your business does, so it’s good to ensure your support keywords are strong enough. For example, if your business name is “TreeCutting.com”, Tree Cutting would be a keyword because it would be something someone googles. But if you’re business name is something abstract like “Jose’sCutters.com” you would then have to set up a good amount of keywords in your website like “tree cutters” and variations such as “tree cutting” “landscaping” and many more.

Using the suggested tools you can verify the value of these keywords and in turn find other keywords that may be more valuable than what you may already be using. Remember it is important to be specific and clear but not so specific that you become too niche and not easily found.

SEO Success: Takeaways and StrategiesSEO is essential for improving online visibility for your business. With the basics provided in this class and understanding Google’s updates and staying on top of them, there is a great starting point to begin implementing these improvements.

Remember, it is essential that the messaging remains clear and concise, with effective keyword usage for Google to pick it up and rank. Use the available tools, like Keywords Everywhere, to optimize your strategy by identifying valuable keywords.

By applying these principles and techniques, you can enhance your website’s visibility and drive more traffic, ensuring your content meets both user needs and search engine criteria.

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Fall is upon us, which means the holidays are soon to follow. For business owners, this time of the year is filled with opportunity – opportunities to develop your brand and capture a new wave of customers in the process.

Of course, the competition is fierce during the holidays, especially as we near Black Friday and Christmas. That means SMB owners and online retailers must be ready to optimize their web presence to the extent they can. By strengthening your website, ad marketing, e-mail marketing and social media marketing channels, you’ll give your business a fighting chance to rise above the holiday noise this year.

Here, we’ll address how to do just that.

First, start by optimizing your Google Business Profile and integrating analyticsWhether your business operates globally or locally, optimizing your Google Business Profile (GBP) is a strong – and simple – first step. For local SMBs, it’s unavoidable – your company needs a locally optimized GBP to garner traction with Google.

Start by making sure your company’s name and address are accurate. Put up a photo of your company’s building. Fill out as much of your profile as you can – posts, reviews, events – all of these signals add up to let Google know where your business is located. And ensuring your business is properly geolocated by Google is a must-do to achieve any degree of local SEO success. Use geo-specific keywords in your company’s description and posts. Publish photos and videos (that you or someone within the company has taken) regularly. Just make sure that the company’s profile is active and frequently updated.

Take a few minutes and integrate Google Analytics (widely termed GA4) into the website, too. It’s quick and easy to do so, and it provides valuable insight into how your site is performing from a traffic and lead-capturing standpoint. Users, sessions, page views, conversions, bounce rate, engagement time – there’s a lot of data here, but you don’t need to be a digital marketing expert to extract value out of it.

Create more customer touch points through e-mail and social mediaAs the holiday season approaches, consumers start gearing up to buy. That means it’s time to get your brand in front of them. With so much online noise competing for our attention these days, consistent (but not obnoxious) touch points are needed to drive leads to your company.

A proven way to do this is with e-mail marketing – Mailchimp is our preferred tech for automating many e-mail marketing functions, but you’ll need to provide the content.

Ideally, this content will provide valuable information that’s designed to “hook” the user toward your website. At the least, taking a spot in their inbox will bring your brand to the front of their mind – the first step toward making a conversion.

Don’t be afraid to regularly send out these e-mail blasts – a couple times a week is considered optimal – and make an effort to capture user e-mails when they visit your site or make a purchase through your business. It’s easier to sell to current customers than new ones, and that means you’ll need an updated e-mail list.

E-mail marketing can also be used to pick up additional customer reviewsCustomer reviews are weighted heavily by Google for SEO purposes. They are, therefore, a high-value target for brands. E-mail marketing can also support this goal by (politely) reminding users to leave a review. Many buyers have no problem doing this, they just need to be asked.

Don’t overthink it. A week after a customer buys something from your site, automate your e-mail marketing platform to send out a review request/reminder. It’s a no-risk, high-reward approach to building your brand’s reputation.

The Google Display Network provides a brand awareness boost for pennies on the dollarChances are, you’ve seen plenty of small ads served through Google’s Display Network (GDN). The GDN is one of Google’s many, and often confusing, advertising platforms that allow companies to reach customers wherever they go. You’ll find GDN ads everywhere – on search engine results pages, e-commerce pages, forums, blogs and so on.

Brands have some control over where their GDN ads are published, but the real advantage here is the sheer volume of impressions companies can capture through GDN ads. There are millions of websites participating in the network, so your ads could potentially be seen by many, many people. It’s also inexpensive for the potential return, so for SMBs that need to drum up some quick brand awareness, it’s a no-brainer for the holiday season.

Act like an expert and write like an expert – with a little help from AILet’s introduce artificial intelligence into this conversation. AI writing tools – ChatGPT best known among them – have added another dimension to content creation. At first glance, AI looks like a perfect way to quickly develop a ton of content, saving business owners the time and challenge that often comes with writing.

But while AI can help support better and more efficient writing, it’s no replacement for a true, human expert.

That’s because Google wants unique, expert level content, not just keyword-rich and topic-relevant content. AI can generate a ton of words, but those words are “scraped” from the internet. Put another way, AI writes by pulling from existing content all over the web. It’s fast and achieves a base level of competence, but AI cannot insert unique experiences or bits of expert insight that only an industry veteran can offer.

Unfortunately, Google is adept at tracking this, so it can identify websites filled with AI content. And though the search engine juggernaut’s opinion on AI content is still in flux – Google is developing its own AI search assistant, after all – sites that depend on AI are being penalized on the SERPs.

Here’s how to make AI work for your content writingThe best approach for business owners is to take on a subject matter expert (SME) role within their industry. If you own a business in the field, you’re an expert in the field. And as an industry expert, you are capable of bringing that uniqueness to your site’s content.

Currently, we draw the AI writing line at blogs and permanent website content (landing page stuff, mainly). These should be heavily human-written given their critical importance to the site’s SEO and user experience. Product pages, sales letters, social media posts – these are better suited to ChatGPT and similar tools.

If you’re starting off on a blog or piece of site content, here’s one way to bring in ChatGPT as your AI assistant:

Generate a list of relevant keywords – Keywords are terms that Google uses to understand what the surrounding content is about. These terms are typically search queries themselves or encapsulated inside a search query. Though Google’s crawlers have become much more sophisticated in their ability to understand content, keywords still play an important role. ChatGPT, if asked, can provide a list of keyword terms to include in your writing. Doing so will help Google interpret and categorize your content for better SERP placement.
Develop a list of content angles – You can also ask ChatGPT to provide a list of ideas for your particular topic. If prompted, AI will generate a list of suggestions that could go in your blog. Not all of them will be a fit for your blog, but you may find an idea or two that you hadn’t considered and would make a good addition. This may also help with creating follow-up content and a longer term strategy for tackling the topic.
Form the general structure of the page – ChatGPT can tweak its output by length, tone, target audience and more, as long as you ask it to. If you’re writing a blog and aiming for 1,500 words and targeted toward younger consumers, ask it to include those filters and you’ll get a slightly different piece of content. This can be used as a kind of bird’s eye view of how the content should read and how it should be structured.

At this point, you’ve got the skeleton of a page, content ideas that you can use to help develop it further and a list of high-value terms that will help Google understand what the content is about. As the SME, you’ll need to ensure the content’s accuracy (AI will confidently generate the occasional error), “humanize” it with unique turns of phrase and sentence structure, and add important pieces of industry expertise to charge it with value.

With the holidays upon us, tis the season to boost your digital marketingWe’re mere weeks away from peak purchasing season among consumers, so it’s time for business owners to tighten up their online marketing. If you have a website, but don’t know where to begin with optimizing it for search engines, the above steps will give your brand an extra push – and some extra customers, likely. If you’d like to further your impact, contracting a firm experienced in digital marketing can be the best decision for your business success.

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Auditing Website Basics: The Rules Every Business Website Should FollowDeveloping a business website is difficult work. To be frank, it’s a job that most small business owners aren’t prepared to handle on their own. The job is only getting tougher, too, as Google is constantly raising the bar on what constitutes a high quality, trustworthy site. And every business owner should want a website that Google considers trustworthy because those are the sites that secure top ranking spots.

If your site isn’t performing as well as it should, the problem (or problems) may be basic. With so many elements to optimize on modern websites, it’s practically impossible for small business owners to catch everything. That’s why we’ve put together this quick guide to business site basics. Follow these rules, and your site will be off to a good start.

First, a word of caution about website builder platformsBefore diving into those rules, though, we need to address a question that comes up all the time:

“Can I build a business site with Wix, Squarespace, Shopify, etc.?”

The answer is yes, you could, but business owners should avoid doing so at all costs. Site builder platforms are easy to use and inexpensive, but the website they crank out are impossible to market and optimize. That’s a deal breaker for any business owner that plans on using their site as a lead and sales generator.

Websites build on one of the above platforms are essentially invisible to Google. They spit out bloated code that Google has trouble recognizing and interpreting. They give site owners insufficient latitude to make major technical changes. They do not allow site owners to choose their own host and you’re trapped inside the platform’s ecosystem. If the platform goes under, so does your website, permanently.

Given all of this, we cannot in good conscious recommend site builders. What we do recommend is WordPress – the standalone version, not WP’s own platform and hosting service. WordPress remains the gold standard for marketability, customizability and performance, so every business owner’s first choice should be WordPress.

That out of the way, on to the rules:

Rule 1 – Make sure your title tag and headers are formatted properlyEvery page should be paired with a title tag – it’s the single most important element in helping Google understand what the page’s content is about. This title is identified using a title tag – something you may hear referred to as an H1. H1 (or H2, H3, H4 and so on) tags are designated in the page’s HTML code and are used to identify a title or header. Titles and header are important for Google and users, and generally for the same reason – they help the reader understand what the page’s content is about. This is obviously important for users, as their decision to consume the content or move on has to do with the content’s title.

It’s also crucial for SEO purposes because Google isn’t going to rank a page that it doesn’t understand or isn’t properly titled. Properly-formatted and written headers help Google with this. Proper format means using the right H tag – only one title tag (H1) per page, and headers should be organized in a hierarchical format. That means using an H1 with the top header, H2s for content section headers, H3s for subheads inside those content sections and so on down the line.

Rule 2 – Feature your services and products in high-importance navigation elementsIf Google doesn’t know what your business sells, it will probably not rank the page. At best, your site will be improperly categorized in the wrong product or service area. The result of this? Users ending up on your site after searching for something completely unrelated to your business. That’s exactly the kind of traffic business owners don’t want.

To ensure Google places your site in the right category and serves it to the right users, reinforce what your company does in the site’s most important navigation elements. Specifically, this means placing your top-level product and service categories up in the top nav menu. One of the first elements Google checks when crawling a page is the navigation. Put your product and service categories up here – don’t be afraid to get rid of generic nav entries like “about us” – and your site is far more likely to be served to the right users.

Rule 3 – Make sure your content helps Google understand what your business is aboutFor Google to properly categorize and locate your company – important for local businesses – the search engine will use content clues to determine where to place you. For obvious reasons, it’s important that Google identify what your business does and where it’s located as precisely as possible. If search engines have this information, they’ll be more likely to list your website on local search results pages relevant to your area. In other words, it will be easier for potential customers in your service area to find your business.

Again, content clues are key here. The writing and photos on your website should address what your business does and where it operates, as directly as possible. Google has difficulty discerning between certain terms (a painter, for example, could be a house painter or an artist – Google can confuse them), so don’t be clever or coy with what your business does. No long-winded personal story about what inspired you, the business owner, to start the company. No personal anecdotes or attempts at humor. Just keep it direct and professional.

This approach extends to the use of location-specific keywords.

Rule 4 – Find and fix anything that would make your brand look amateurish or untrustworthyDepending on its size and function, your website may have hundreds or thousands of pages and URLs – with thousands of links connecting all of it together. That’s a lot of online infrastructure to maintain, and it’s common for the occasional technical issue to emerge – like a broken link, a bad redirect, a missing piece of content, a duplicate page and so on.

Each of these issues has the potential to damage your brand online. It’s like walking into a brick-and-mortar business and finding out the restroom is out of order. While it may not have a direct impact on the business’s operation, it’s a bad look all the same.

The same is true online. If users click on a product page but are instead taken to a generic 404 page, there’s a good chance they’ll leave the site altogether – removing your chances of converting them into a customer and dinging your user experience metrics in the process.

The goal, then, is to identify and resolve the myriad, minor technical glitches that can impact how users respond to your site. You may need to bring in a web development or digital marketing expert to address this, as it may involve running various technical audits (targeting indexing errors, duplicate pages and the like), diagnosing the offending issues and correcting them.

Nailing down the basics is the first step to website successEvery business website is a custom-built, complex piece of software that serves multiple purposes. It’s a lead generator, a 24/7 salesperson, a brand ambassador and a showcase for your company’s knowledge and expertise.

That’s several important roles your website must fill for it to be an effective investment. And with online competition as fierce as ever, there’s no room for basic mistakes.

Hopefully, this guide revealed some of the most common, fundamental problems that small business owners run into with their sites. If any of the above apply to your site, an experienced web development and digital marketing firm can help correct them and get your site back on the right track.

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WordPress is one of the internet’s most powerful engines, as something like 40 percent of all sites run on WP. Millions of those sites are professional or e-commerce in nature, and from the get-go, they must be configured properly to succeed.

That means integrating the right tools into WordPress during and following the initial WP install. If you’re partnered with a reputable web hosting company, these tools may be included with your install package – a major convenience for site owners who don’t know where to begin.

Here, we’ve got a list of every important tool to consider for site owners just getting started with WordPress, along with some helpful information about WP management fundamentals.

For SEO purposes, it’s WordPress or bust – stay away from site building platformsIf you haven’t launched a site yet, build it in WordPress. If you’ve already launched a site that’s not in WordPress, prepare to move it to WP. And if you’ve already launched a WordPress site, congratulations – you’re on the right track.

The truth is, there’s no good reason whatsoever for business owners to pick anything other than WordPress for their online presence. WP is the gold standard for several reasons, including:

Google prefers WordPress websites (better SEO) – The downside with site builder platforms is that they’re built using bloated code that search engines cannot interpret well. Wix, Weebly, Squarespace and other drag-and-drop builders may be easy to use, but that simplicity means sloppy code on the backend. If you’re serious about ranking on Google, this bloated code is a fatal problem.
WP is well-supported by an active, open source community – WP is an open-source engine, so anyone can access the codebase and contribute to it. The benefit of an open source engine is that it’s constantly being improved upon by the community, so WordPress users are always coming up with new and better tools.
There are hundreds of thousands of plugins that can expand WP’s functionality – Speaking of tools, there’s an endless list of additional features and plugins to choose from. Each one adds to the site’s capabilities, so if there’s something that your site needs to do, but currently can’t, there’s a good chance that a solution already exists. It just needs to be installed on the site.
WordPress allows people to maintain ownership of their domain and assets – If the site is created through a standalone installation (WordPress.org), you’ll have complete ownership over all the site’s assets and domain. With site builders like Wix and others, the site is contained inside the builder’s ecosystem. That means if the platform goes down, so does your site. Further, if you want to move or make major changes to the site, that may be impossible if it’s hosted on a platform.

In short, WP’s feature-rich, SEO-compatible code makes it the undisputed leader among site creation engines.

WordPress.com or WordPress.org? Here’s the differenceThe first hurdle business owners may run into when getting started with WordPress is whether to publish through WordPress.com or WordPress.org. We strongly recommend going with WordPress.org, but here’s a quick guide to both:

com – WordPress.com is WP’s version of the site builder. While it utilizes the same WP dashboard and publishing process, the site itself is hosted on WP’s own servers and is therefore functionally identical to sticking the site on another self-contained platform. Further, by opting for WP’s own platform, site owners may be responsible for additional fees related to “premium plugins” and other features.
org – WordPress.org is the standalone version of WP that we recommend. With wordpress.org, site owners have access to all of the software’s base files and user-friendly dashboard. In addition, owners have complete freedom to host the site with the hosting company of their choosing, and may make any changes they wish without interference.

Now that the site’s installation is underway, it’s time to establish its layout and general design.

Once the site’s install is complete, the first thing to do is pick a themeWith a fresh WP installation in place, site owners have the equivalent of a blank canvas to work with. From here, the first step is to select a theme, as this will set the course for the site’s design and layout.

Themes are available through the WP dashboard, along with thousands of other plugins and tools. There are plenty of themes to pick from, but we recommend (and include) Astra for every new install. Astra is a versatile, lightweight option that provides a superior combination of usability and performance.

Whether it’s Astra or another theme, users can customize the theme’s universal settings (such as typeface and top image) to quickly establish a consistent style across all pages.

Next, pick a design template to work fromAh, but we’re not done selecting the top-level design details. Inside every theme are dozens, sometimes hundreds of design templates to choose from. Each one is like a pre-built website with the layout and blocks (text and image elements) already placed.

We recommend picking a template that’s close to what you’re looking for design-wise and working from there. Most have filler text and images already included, and these can be easily switched out for your own content. Don’t be afraid to experiment and see which one inspires.

WordPress pages and posts – what site owners need to know about bothWordPress was originally developed to be a blogging platform, and so the distinction between “pages” and “posts” remains. When publishing a new piece of content, users can choose to publish it as a page or post. Here’s the difference:

Pages – Pages are like the “evergreen” content on a website. They’re the permanent pages on the site that aren’t date or category-defined. They still require proper SEO practices to perform well, however, so relevant keywords, internal links, navigation elements are a must.
Posts – Posts go on the site’s blog, so this content is categorized by date and topic. As a blog’s primary feature is timeliness, all posts are eventually cycled out and replaced with fresh content. This content must be SEO optimized to output the right signals to Google – help Google better crawl and index the site, in other words.Every business or professional website should have an active blog, if only to remain relevant to Google and other search engines. A well-written, regularly updated blog, though, can establish a voice for the brand and build trust in potential customers – a powerful advantage when attempting to earn conversions.

Ready to build a page? Elementor provides everything people need to create a page quickly and with best SEO practicesWordPress makes it pretty simple to start building a new page, and Elementor makes the actual designing even simpler. Over the years, multiple WP page builders have had their time in the sun. For example, WP Bakery was a popular page layout plugin for a long time, but when Google pushed over its Core Vitals update about 18 months ago – a performance-based update – sites built in WP Bakery were no longer fast enough for Google.

Elementor is the new king of WordPress page design, partly because it works well with Google, partly because it creates pages that perform quickly, and partly because it’s easy to use.

It’s also a block-based, drag-and-drop builder that requires no coding knowledge to fully utilize. Users can start from scratch or from their chosen template. And in both cases, Elementor allows people to make detailed, quick adjustments, so they can nail that perfect look without spending hours on a single page.

20 more plugins that your web host should be providing with your WordPress installSome site owners think of web hosting like it’s a commodity, but it’s absolutely not. A reputable web host works hard to remain in good standing with search engines. Further, the quality of your web host will influence the site’s reliability and performance, so choose wisely.

And if your web hosting service has experience with business clients, they may assist with installing WordPress and providing a “starter kit” with important plugins included. This head start can save site owners a lot of time and confusion.

What should a site starter kit include? Here’s 20 plugins your web host should include in their hosting packages:

Advanced Editor ToolsThe default page and post editing box on WordPress’s backend is threadbare and lacks some of the common features we’ve all come to expect from a word processing function.

The Advanced Editor Tools plugin corrects this and adds in the standard word processing features (text attributes, formatting, etc.) that you would find in a Word-like piece of software.

Akismet Anti-Spam: Spam ProtectionWithout some form of spam protection on your website, it won’t be long before random spam comments start piling up. Akismet Anti-Spam protects against this, as it can detect spam comments as they are submitted and block them.

It wasn’t too long ago that sites benefitted from any activity – including spam comments – on their pages and posts. Unsurprisingly, the internet took advantage of this and spawned an army of spambots. Now, those spam comments will damage a site’s ranking, so an anti-spam plugin is recommended.

BackupBuddyBackupBuddy makes it simple for site owners to back up their site’s content and quickly restore everything should something disastrous happen. Ideally, your site is backed up in multiple locations (another advantage to picking a reputable web host), including a physical backup on your computer. If the site isn’t backed up and it’s lost, you’ll have to build it all over again.

BackupBuddy prevents this from happening and is extremely user friendly, as well.

Better Search ReplaceEvery now and then, you’ll need to update or replace a term on the site. This could involve changes to hundreds of pages, so the Better Search Replace plugin is recommended. With it, site owners can make those changes across all of their site’s pages at once.

Blog2SocialWe recommend pushing every blog to all social media channels when it’s published. Blog2Social greatly streamlines this process, simultaneously pushing out the post to every linked social media account. This includes Facebook, Twitter, Instagram, Pinterest, Medium and a ton of other, lesser-known social media platforms.

There are a number of social media plugin options that provide similar functionality, but we like Blog2Social because it does an admirable job of avoiding issues with Facebook and others, ensuring posts aren’t demoted as soon as they’re posted.

CMS Tree Page ViewCMS Tree Page View gives site owners a visual representation of their site’s page and how they’re organized from a hierarchy standpoint. It’s critical for websites to establish a content hierarchy, with the home page up top, category pages sitting just below it and a cascade of subcategory and product pages descending below those.

With CMS Tree Page View, you’ll know exactly where every page sits in this hierarchy, so it’s clear what changes (if any) need to be made to develop it.

Custom PermalinksBy default, WordPress creates URLs using gibberish that doesn’t help users or Google understand what’s on the page. That’s an SEO problem.

The Custom Permalinks plugin allows site owners to create their own URL slugs, preferably formatted and written so users and Google understand where they’re located on the site.

Duplicate PageSometimes, it’s easier to duplicate an existing page and work from that, rather than starting a new page from scratch. The Duplicate Page plugin allows site owners to do this instantly.

Gravity FormsThere are numerous form plugins that make it simple to create custom text fields, polls and more. Gravity Forms is one example and the one we prefer for its usability and security. The free version is sufficient for most site owners, too.

iThemes Security ProJust like every site needs a forms plugin, every business site absolutely requires a security plugin. The iThemes Security Pro plugin is our choice, as it detects suspicious activity, blocks attacks and can take additional measures on its own, like identifying attacking IP addresses and rejecting them. The Pro version adds several more features, like implementing reCAPTCHA and recognizing trusted devices.

JetpackJetpack is a versatile plugin that adds in a bunch of fundamental features that every site can benefit from. Examples include a contact info widget, social media widgets, a related posts feature, some image optimization functions and a WordPress plugin management dashboard, which makes it easier for people who have multiple WP sites to manage.

Litespeed CacheWhile Apache remains the market leader for web server software, we recommend Litespeed as an alternative, as Litespeed servers are faster and therefore more likely to meet Google’s Core Vitals standards.

Litespeed Cache is a plugin that fully leverages Litespeed’s velocity with several features. Some examples include lazy loading, utilizing CDNs, minifying CSS and JS files, image optimization and database optimization. As soon as Litespeed Cache is enabled, it will provide an out-of-the-box speed boost to sites on Litespeed servers.

MailOptinMailOptin is a lead generation and e-mail automation plugin that streamlines many e-mail related tasks that business owners are expected to engage in.

On the lead generation side, MailOptin can be used to deliver calls-to-action in one of several formats, such as a lightbox popup or slide-in box. These have become extremely popular for e-commerce sites, as they start the communication between site and user.

MailOptin can also be used to automate e-mails and newsletters when certain events are triggered. For example, when a new blog is published, MailOptin automatically sends an e-mail alert to everyone signed up for the brand’s newsletter or mailing list. This saves site owners a ton of time.

Page Categorization pluginBy default, WordPress does not categorize pages like it does blogs. With the Page Categorization plugin, though, it’s possible to add this function for published pages. It’s a simple addition, but one that can add a slight SEO edge to the site’s permanent content.

Rank MathSEO plugins are worth their weight in code and allow site owners much better control over SEO-related tasks. There’s been a few worth considering over the years, and currently Rank Math is our favorite.

Rank Math is a warehouse of SEO-friendly features. The top-line feature is the Rank Math’s AI assistant, which points out where SEO improvements can be made to each page. For digital marketing experts, some of these suggestions are a bit superfluous, but for those who are unfamiliar with SEO, they can be valuable.

Rank Math also automatically generates schema, integrates Google Analytics, tracks keyword rankings and does a whole lot more. It’s our go-to SEO plugin.

Google Site KitGoogle’s Site Kit is a WP-focused plugin designed to get WordPress sites fully integrated with the search engine’s analytical tools. Available for free through Google and simple to set up, Site Kit is a must-have first stop plugin for WP site owners who intend to keep an eye on their site’s Google analytics – a must for anyone who’s serious about SEO.

StarboxEvery post should include an author box at the bottom of the blog. Google considers this to be an important piece of authoritativeness – a vital part of the E-E-A-T content quality standard.

Starbox allows site owners to quickly customize their own author box and add it to all published posts.

WP RocketWP Rocket is another optimization-focused plugin that offers many of the same functions as Litespeed Cache. However, it can also be used with Apache server software.

Some of WP Rocket’s features include browser and page caching, GZIP compression, file minification, cache preloading, lazy loading and excellent compatibility with e-commerce pages. For sites running on Apache or non-Litespeed server software, WP Rocket is a popular, proven optimization plugin.

WP StagingWP Staging also offers backup functionality, but what really makes the plugin valuable is its ability to create a backup copy that can be used for staging purposes. It’s highly, highly recommended that site owners never make changes to the live version of their site. If something goes wrong while doing this, it may break something that wrecks the site’s rankings.

WP Staging allows site owners to make their changes to a staging site. Once those changes are made, they can be pushed to the live version of the site.

Related posts pluginThere are several related posts plugins worth considering, such as Yet Another Related Posts Plugin. A related post plugin is valuable and simple to use. They take whatever post the user is currently reading and use it to identify other blogs on the site that share the topic. These are placed in a special block at the bottom, so users can quickly jump to another post.

Related posts plugins improve the user experience (UX) and boost your site’s UX metrics at the same time – an important SEO consideration for Google and other search engines.

Building a business website can be intimidating, but it’s possible with the right toolsWordPress is the internet’s leading website creation engine, especially for business and e-commerce sites. It’s powerful, reliable and accessible, though it may not feel that way at first.

That’s why reputable web hosting and web services companies work to simplify the process for their clients. One way to do that is to provide site owners with the plugins, themes and other tools they need to get started. Few web hosting companies are willing to do this, but it’s a gesture that business owners should look for from their web host. It could save months of WordPress research and ensure the site is built for future digital marketing and SEO efforts.

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How to Write a Better BlogBlogging, it’s not why most people get into business, but written communication remains an important part of customer acquisition. And online, that means writing high quality blogs, articles and landing page content to help send the signals to Google that will equal long term SEO success.

With today’s tech-based, always-online economy, the value of good writing may not be obvious. That’s where we’ll start before addressing how to write a more effective piece of website content.

A 24/7 Salesman: The value of an expert blogWithout a website, companies are passing up on 30 percent of their potential business. Even when no one is at the office or manning the phones, the company’s website is there representing the brand. In this way, an effective website is like a salesman who never takes a break. Publishing high quality content is like giving that salesman the best possible sales pitch – with it, they’ll represent your company well and earn more customers as a result.

In the end, as the company’s owner and resident expert, you have complete control over your brand’s messaging through the power of blogging.

Every business owner is an expert, so put that expertise to good useThe first hurdle for business owners to get over is a psychological one. “I can’t write,” said just about every business owner ever, but as an expert in your industry, your insight has value to Google and to users. That’s true even if you can’t write like Shakespeare.

If you’re willing to practice writing and get better, you’ll eventually develop your spoken voice into an effective written voice. For many niche subjects, all that’s needed is clear, direct writing with some expert insight or examples sprinkled in.

One easy way to come up with blog topics – listen to the customerLooking for a good blog angle? Pay attention to what customers are concerned about. These could be your customers or a competitor’s customers, wherever they provide feedback. This could be a question asked in an e-mail, a comment in a product review or a complaint on social media. Whatever it is, there’s probably a blog angle in there somewhere, as long as you’re looking for it.

Google wants original, expert ideas, so be careful with AI writers like ChatGPTAlthough some of the ChatGPT mania has died down, there is still plenty of conversation regarding what it, and other AI writers, can do for website owners.

ChatGPT can help with some writing-related tasks, but it cannot replace the expertise needed for the content writing itself. It’s not a cut-and-paste job. You’ll have to do some extra work to get the page to a publishable level.

Google is on the record saying that it’s okay with some AI content as long as it meets the search engine’s quality standards. Unfortunately, AI content doesn’t. When AI “writes,” it’s actually scraping content from tons of existing pages, pulling out information and reordering it to create the semblance of an original article.

But nothing in the AI page is original – just an amalgamation of the pages it pulled from. Google doesn’t like that because users don’t like that. Users don’t want an internet full of same-sounding, no-value junk, and so Google doesn’t want to fill its SERPs with same-sounding, no-value junk.

As such, search engines will penalize sites that rely too much on AI for their blogging and website content. And yes, Google can easily detect AI writing.

There’s room for AI to fill a role, though, so here’s how to use itTo summarize so far – don’t take what the AI writer gives you, then turn around and publish it on your website. That’s a no-can-do, but what can you do with ChatGPT and similar AI generators?

Generate a pool of subject-relevant keywords – Every blog should be optimized with high-value, subject-relevant keywords. These provide Google with the signals it needs to understand the page’s content and properly categorize it for its search results pages.

And you can ask ChatGPT to provide those keywords. Writing a page about what to look for during a home inspection?

“Hey ChatGPT, give me a set of keywords for an article about home inspections.”

And the AI will immediately spit out the terms to include in your page, for SEO purposes. Simple.

Create a quick list of potential blog topics – Not sure what to write about? What AI does well is generate a ton of low-resolution, high-level topics related to anything you prompt it with. Run a sports equipment shop?

“Hey ChatGPT, give me 10 article ideas related to choosing or maintaining sports equipment.”

That’s just one example, but no matter what the overarching topic is, if you ask for blog ideas for it, ChatGPT will provide several potential starting spots. Many won’t be good enough to make the first cut, but they can at least provide inspiration to get going.

Develop an outline for a blog post – Once you have your blog topic settled on, ChatGPT can provide an outline for that topic. Let’s say you’ve decided to write about the most important features to look for in a family vehicle.

“Hey ChatGPT, what should be included in a blog about important family vehicle features?”

This can be used with any topic idea and will give you an idea about what to cover in your blog post. It’s likely that ChatGPT will list out its suggestions – each one can serve as a subsection on your page, so using this approach, writers can flesh out a proper outline that descends in hierarchy as each section is expanded on.

If you need to go deeper into a particular section, you can ask ChatGPT to expand on its “thinking.” For example, ChatGPT may list additional airbags as an important safety feature for family vehicles. In response, you could ask ChatGPT to list the kinds of airbags that might be included in a family vehicle. This information can be included in a section dedicated to “airbags” or “safety features.”

As this example illustrates, there’s no limit to how deep you can go with an outline using ChatGPT in this way.

Generate a (very) rough draft to get started – At this point, the only thing left to do is write the blog. It’s the hardest step, of course, but ChatGPT can provide a rough first pass at the page.

“ChatGPT, write a blog about how to prepare a home for the winter. It should be about 2,000 words long and include tips on how to reduce heating costs.”

Again, just another example, but any topic and important details can be included in your prompt.

Again, you cannot take this rough draft and publish it as original content. If you do, Google will eventually penalize your site. Instead, take the draft, ensure it is factually correct, add in relevant expertise and examples, remove any unusual transitions or turns of phrase (AI parrots a lot of cliches and unprofessional sounding language in its copy) and format it so that it reads well for users. Now, and only now, is the blog worth considering for publication.

Google is constantly raising the content bar, so site owners need better blogs to compete onlineAny successful business owner knows that communication is key to winning new customers. Online, that communication is managed through blogs, articles and other forms of written content.

And the better that written content, the more effective your website will be at earning better search engine rankings and more customers. ChatGPT and similar AI writers can be of assistance here, but they cannot replace a human writer entirely – especially one with expert-level insight and experience.

That means site owners now need to write better blogs (which can be done with ChatGPT’s help) or, at the least, bring in someone who can write to Google’s increasing content quality standards.

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During the early days of the web – which weren’t that long ago – web services each required a specialized set of skills. Business owners needed a specialist to develop site. They needed a specialist to design a site. They needed a specialist to market the site. They needed a specialist to host it and maintain it.

The natural effect of this was to segment the web services industry into a cluster of silos. Early on, it was nearly impossible to find someone – or at least a team – that could do it all.

That’s no longer the case. Today, there are full-service firms that can manage every part of the website creation process. That includes web development, design, hosting, webmastering and marketing.

For business owners, working with a full-service firm offers critical advantages, including:

Convenience – In the past, site owners were forced to work with several professionals or companies to launch their site. That’s multiple points of contact, and the site owner typically had to be the communication hub between them.With a full-service firm, there’s one point of contact for business owners. Site owners aren’t required to act as their own project managers.
Cost – Full-service firms can offer significantly lower rates than a group of unaffiliated web professionals. The resulting cost savings can be reinvested into success-boosting tasks like ongoing web marketing.

And there’s another major advantage: Full-service firms integrate important web concepts together. For example, a full-service firm can ensure that every step of the website creation process supports future marketing efforts.

Web design and search engine optimization are not in separate silosAutomotive makers source their parts from many suppliers, but they assemble them at one facility. Imagine how unreliable they would be if one facility built half the car, another facility built another half, and then a third team slapped those pieces together. You would expect additional failure points, and therefore more manufacturing issues.

In this way, websites are like vehicles. They are extremely complex machines that involve hundreds (maybe thousands) of interacting parts. Inside a full-service web firm, several people are responsible for putting the site together, but they do so with unified communication, unified project management and a unified vision. Nothing is outsourced. Even with multiple people contributing, every layer of the website works seamlessly together.

What does this mean? If the site’s design isn’t formatted to work with its navigation, its architecture, its marketing or its overall conversion-enhancing mission, then the site will have serious issues ranking on Google and other search engines.

Search engines prefer websites that combine cohesive SEO and web designThe web is moving away from siloing design, marketing and other web-related processes. And by web, we mean search engines like Google. Search engines have an outsized effect on how sites are managed, for obvious reasons. Don’t do what Google wants, and earning those high-value SERP (search engine results pages) rankings will be impossible.

And what Google wants is SEO that’s baked deep into the website’s foundation – all the way down into the site’s architecture and design.

There’s only one way to ensure that: Pick a web designer that also understands SEO. With an SEO-experienced designer, your website’s main elements will be optimized for better search. That includes:

The site’s information architecture
The site’s navigation
The site’s usability and readability
The site’s mobile friendliness
The site’s technical performance, including loading speeds
And a host of other SEO-improving elements

We’ll go into each in depth.

Information architecture: How your pages are designed will influence indexibility and the user experienceA website’s information architecture (IA) describes how the site’s content is organized into pages. Clearly, it’s a bad idea to stick all of your site’s content on a single page. And clearly, it’s a bad idea to spread out five pages’ worth of content over 50 pages. Well-considered IA strategizes how content pages are grouped together, for the benefit of search engines and for users.

If a web designer understands SEO, they’ll know how to structure the site so high-value content and conversion pages are prioritized. In fact, they should wireframe the site so a clear page hierarchy emerges. Modern website design relies on a hierarchal approach to IA, with main content section pages coming right off of the home page. For example, an industrial equipment supplier might create a content section for each industry they service, and each one is clearly linked to from the home page.

This pattern continues down from the main category pages to subcategory pages and so on, all the way down to individual product pages. Navigation, which we’ll address next, should reinforce this hierarchal IA from top to bottom.

There are two SEO-related advantages to this approach:

Google can crawl and index hierarchal IA more efficiently – You may have heard that Google “crawls” websites with a fleet of “spiders.” These spiders are bots designed to read a page, interpret its content and categorize it for indexing purposes. When a page is indexed, that means it is eligible for one of Google’s SERPs – the primary goal for every site owner.Google’s spiders are designed to efficiently read a hierarchal IA format, so they can index more pages on your site and more accurately categorize them for indexing.
Visitors will find what they want, faster – An SEO-focused IA has the excellent side effect of also supporting a better UX. That’s not a coincidence – Google wants the same things that users want. With a descending hierarchy to work with, your site’s traffic will be able to find everything they want with minimal hassle. A clean UX like that will reduce the bounce rate on your site’s pages and keep potential customers glued to the site longer.

Web designers with a background in SEO will gravitate to this approach, ensuring their sites are compatible with what Google wants, and what the site’s traffic wants.

Navigation: SEO-focused navigation helps Google prioritize the right pagesNavigation is closely related to IA. If a website is like a city, IA is focused on where traffic is going, while navigation is focused on how they get there. Like with a city, there may be plenty of interesting places to see (your site’s content), but getting to those places (your site’s navigation) may be a terrible chore. Navigation issues – missing links, missing nav menus, unclear nav menus, confusing redirect – have a deleterious effect on a site’s SEO and ranking potential.

Web designers are responsible for putting navigation elements in place, and given navigation’s impact on SEO, it’s important for the designer to know what SEO-friendly nav looks like.

Here’s what it looks like:

Nav menus where they’re expected (top and side)
No orphan pages
No unresolved 404 errors (redirect or at least add a custom 404 page)
A clear, easy to read URL structure (slugs should reflect page hierarchy)
Intelligently placed internal links

Here’s the ultimate mark of SEO and UX-compatible navigation: On every page inside your content silos, are there navigation elements that can take the user up or down a level? These could be top or side menus, or a breadcrumb menu that sits close to the page title. Are there internal links marked with context-appropriate anchor text?

These navigation elements don’t just help search engines get around your site, they help search engines understand which pages are important and which ones are secondary. This will be reflected in those pages’ rankings.

Usability and readability: Proper web design fundamentals improve UX metrics and SEOUsability and readability are at the heart of what web designers are concerned about. These are largely concerned with how visual elements are arranged and what their visual attributes look like. They’re also tightly correlated with UX quality, which itself has a major impact on a site’s SEO.

These tend to be design basics like:

Sizing and coloring text so that it’s easy to read.
Laying out text blocks so they flow.
Providing supporting media like images, videos or infographics.
Using readable typefaces.
Being reasonable with the number of hyperlinks present.
Ensuring high-value elements (contact us fields, CTA buttons) attract enough attention.

These are SEO-friendly because they’re user friendly. Google pays close attention to user behavior, assuming that high bounce rates indicate low quality content or design. The above elements, if designed with usability and readability in mind, will align with best SEO practices.

Mobile responsiveness: Search engines insist on mobile-friendly designsUsers expect businesses to provide a responsive, fast and readable mobile version of their website. And while Google’s insistence in this area has been exaggerated in the past, there’s no doubt that a mobile website is necessary for SEO purposes. In fact, Google recently announced that many websites will pass through a mobile-first form of indexing going forward, so it’s definitely one of the search juggernaut’s priorities.

The primary goal with mobile design is responsiveness. A responsive mobile design in one that resizes and reorganizes elements for every possible mobile device. In other words, there’s a particular layout dedicated to a certain iPhone model, a certain Samsung phone model and so on. The idea is to always provide an optimal viewing experience for visitors, no matter what device they’re using.

It’s generally simple for web designers to add responsive designs to a website, but it does take additional effort and time. An SEO-aware web designer will know that such a time investment is worth it, and will ensure it’s made.

Page speed and image optimization: Faster loading times correlate with better search engine rankingsEvery now and then, Google pushes over an update that prioritizes technical performance. The last major one was its Core Vitals update, which added extra emphasis to a trio of technical performance metrics – ones considered “vital” for UX.

Web designers have some influence on all three – Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). LCP and CLS, in particular, rely on optimizing image sizes, picking the right image formats and leverage some technical tricks like lazy loading to bring in the most important elements first. CLS can be improved by preloading web fonts (sudden font changes are notorious for pushing other elements around) and by setting size attributes for images. These methods are well-known among designers who prioritize SEO readiness in their work.

Tags, metadata and proper keywords usage: SEO-focused design checks off the little, but important, detailsWeb designers spend most of their time manipulating individual pieces of content until they look just right. That means managing an array of attributes and spending a lot of time on the website’s backend. While they’re there, SEO-aware designers can ensure elements are properly tagged and that there’s keyword-rich metadata attached to everything. Web designers aren’t usually responsible for writing headers, but if they know SEO, they can at least identify headers that could benefit with more or less keyword saturation, or from the use of higher value keywords.

There are a ton of small SEO-focused tasks that someone will eventually have to handle, if the website is properly search optimized. Web designers with digital marketing experience will be aware of those tasks and either perform them, or guide clients in their completion.

Web design and SEO are thoroughly linked, so web designers with SEO experience are in demandWeb services are consolidating. Website owners need more from their web designers, because layout design is only one part of a highly complex web creation process. Well after the visual elements are set in place, there’s still plenty to do that’s related to site success. That includes SEO, which works best when it’s integrated deep into the site’s design – whether that’s effective IA, effective navigation, better readability, better usability, faster page loading or one of many other factors that affect search engine optimization.

With so much at stake for website owners – a website that Google is willing to rank – it’s critical to partner with a web designer who understands why SEO is so important.

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If you’ve just launched a business website – or are about to launch one – your work is just beginning as the site’s owner. With millions of e-commerce and professional sites already online, it’s a real fight to get new websites noticed. In fact, it’s impossible to gain traction online without an effective SEO plan in place. That’s because search engines are picky when determining which pages to rank – those with better SEO fundamentals are much more likely to snag those coveted top spots.

But that only raises another question – how can business owners get started with effective SEO? That’s what we’re addressing this time. With these following tips, any business owner in any industry can get a competitive start with SEO and build a steady stream of traffic.

The right engine means everything when starting a website, and that means WordPressIf you already have a website, it is hopefully built in WordPress. If it’s not, we’ve got some bad news – you’ll likely need to migrate it to WP. That includes sites built in Squarespace, Wix, Weebly and other stripped-down website builders. If you haven’t built a site yet, WordPress is the engine of choice.

Why? Compared to site building platforms, WP’s backend is far more compatible with Google’s site discovery and indexing process. In other words, Google understands WordPress sites better than others, so it’s more likely to fully crawl, index and properly categorize a website. In general, the more confused Google’s spiders are when crawling a website, the less likely that site will rank. WP ensures minimal confusion between the website and Google.

Make your title tag count – with high impact keywordsEvery page on your website has to explain itself to Google, and title tags and headers are an important part of that mission. Each page gets one title tag (an H1), and you should treat it like a proper title – it should explain the content’s primary focus. And for Google, every title tag should also include relevant keywords that send the right content signals to search engines. These keywords are essentially clues that tell Google how to judge, locate and categorize the content.

It is extremely important to locate the most relevant keywords (i.e., the product you’re selling) as high up on each page as possible. This will maximize the chances that Google’s spiders will find them.

Additional headers are used with content subsections, and they act just like title tags. Each section header should describe what’s in the following section while including high-relevance keywords for Google.

Localize your headers, copy and images for your business’s service areaMost small businesses have a tight service area that’s near their operating facilities. It’s this area that your SEO should be targeted toward.

Local SEO is the branch of digital marketing focused on targeting users in a particular service area, and it’s a slightly different game than general, national SEO. When users punch in a local search query (“Houston Mexican restaurants,” for example), Google returns a local SERP in response. This local SERP includes additional high-value spots like the map pack, so engaging local SEO comes with additional rewards.

But local SEO also takes a slightly different approach. One part of this approach is to localize the content on your site’s pages, so Google understands where your business is located and what areas it serves.

In practice, that means mentioning where the company is located in titles, headers and inside the body copy. The city it’s located in, the neighborhoods or regions it services, the names of nearby landmarks and major roads – these are all useful clues for Google.

It goes further than that, too. Every image published on your website has metadata associated with it. This metadata includes where the photo was taken, so consider taking your own photos and publishing them with that metadata intact. It will be yet another signal for Google to utilize.

Silo and support your main content pages with secondary feeder pagesHow your site’s content is organized is also of interest to Google, and therefore an SEO consideration. Ideally, it’s organized in a hierarchical fashion, with major content sections coming off the home page, and content subsections coming off of those, all the way down to your individual product pages. If you were to visualize this structure, it would like a cascade flow chart, with the home page at the top and the product pages at the bottom.

Each one of these content sections can act like a standalone site within your primary website. For example, if your site sells clothing, then each content section could be dedicated to “winter clothing,” “summer clothing,” “shoes,” “accessories” and so on. Each of these sections has a top level content page that links right off the home page and includes links to all of the subsections that are categorized below it.

This approach offers two major advantages to site owners. One, it helps Google interpret the site’s structure and navigation, so it can better understand where to place each page – and your site in general. Two, by reinforcing the primary content pages in each section, Google is more likely to rank those pages for relevant queries. When a user clicks on one of those listings, instead of being taken to your home page (which may be too far away from where the user wants to be), they’re linked directly to the right sections on your website. It’s far easier to convert users into customers if they don’t have to push through your website to find what they’re looking for.

Establish a blog on your site that’s regularly updatedEvery business, no matter its industry or size, should have a blog on its website. Blogs are a primary means of publishing fresh content, and Google will look at what’s published on your blog (and how often) as part of its crawling and indexing process.

As an irreplaceable content marketing tool, your blog cannot be neglected. It should link right off the home page, should be featured in the top navigation menu and should be updated at least once every couple weeks, though once a week is better.

To optimize your site’s success, you’ll need to optimize it for search enginesGone are the days of launching a website and waiting for customers to roll in. That just doesn’t happen in today’s hyper competitive world of e-commerce. The most successful online businesses tend to be the ones most invested in their digital marketing initiatives, but doesn’t always mean capital investment.

Time is also a valuable resource in this regard. The more time you spend on creating high quality content and organizing the site’s structure, the better your site’s SEO impact will be. And that’s the not-so-secret secret to online success – the more effort you put into digital marketing and content creation, the more visibility your site is likely to attain.

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When you think web design, do you think images, colors, layout – that sort of thing? It’s easy to get caught up believing that web design is only about your site’s form. It’s not. A site’s design also has a major impact on its function, navigation, performance, marketing potential and overall effectiveness as a lead-generating machine.

More and more business owners are realizing this, which is why they’re turning to web design professionals for their own site. That’s because an experienced web designer is more than just a designer – they’re an integral part of your digital marketing team.

Your site needs a talented designer behind it, and you’ll often find those designers working as part of a larger digital marketing team. If you’re on the hunt for a web designer or a full digital marketing agency, here’s nine things to look for:

A collaborative approach
They aren’t just a web designer
A focus on SEO and conversions
They know local
They’ve been around for a while
Experience in several industries
A strategy-oriented mindset
Modern CMS utilization
Long-term outlook and partnership

We’ll go over each one in greater depth below, but a successful web design and marketing firm should be able to tick all of the above boxes.

How important is web design for digital marketing purposes?The goal of digital marketing is to maximize your site’s visibility and ability to convert traffic. Those are big goals and web design is a big part of any digital marketing strategy. That’s because web design has an impact on nearly every other part of your digital marketing efforts. For example, web design will affect the following:

SEO potential – There’s a tight connection between website design, navigation and usability. Your designer will have a big say (maybe THE say) on how users move through your site, and that has a major impact on the user experience (UX).

The better your UX, the better your SEO. The better your SEO, the better your rankings. Google prefers sites that prioritize UX and the search engine giant measures that by checking metrics like bounce rate and click-through rates on internal linking and site navigation. To an extent, how long users remain on your site has to do with the quality and intuitiveness of your site’s design.

Site performance – How fast your site loads and how fast it responds to user input are also major indicators of UX. Bounce rates rise astronomically if a site’s loading speed increases by just a few seconds.

Google has also targeted site performance in recent algorithm updates, with the Core Vitals update deserving special mention. In that update, Google made it clear that it will start boosting sites that load quickly and in a stable way. In this context, “stable” means visual elements don’t jump around the page as they load in.

Your site’s design will affect its performance, as colors, layout and typography all add to the load your site has to load. It may not be wise to choose the fancy, animation-and-image-rich design over one that works faster, then.

Content marketing – Content is critical to digital marketing success – that’s something every web marketer can agree on. Web designers decide how that content is presented, and that has a big influence on how your content is perceived.

Even something as simple as leading (the space between lines) can alter the impression your site’s content makes. Professional design sells your site’s content as professional, and that drives better rankings. Google is always looking to promote industry experts, and while that sounds like a content-only problem, there’s no denying that a clean-looking design supports content marketing goals.

Your site’s design has an impact in every aspect of your site’s function and performance. A talented web design firm is worth finding, then, so let’s take a closer look at the nine things to target when searching for one.

A collaborative approach with their clientsMarketing is never a one-team effort, and that includes digital marketing. In every professional marketing partnership, there’s the marketer and the client, both of whom bring important insight to the table.

Your web designer being a critical member of your digital marketing team, they should be prepared to work with you during the design process. After all, it’s your company – no one understands its mission and messaging better than you. Your site’s design should reinforce those ideas, not clash with them. It’s essential, then, that you pick a web designer who works collaboratively from the jump.

Experienced digital marketing firms do this and will set up needs analysis meetings before anything is built. That’s because it’s far easier to establish design principles early on through collaboration, rather than alter the design after pages are already built.

A web designer that offers more than just web designA good web designer is valuable. A good web services firm is even more valuable. Effective web design is essential for effective digital marketing, but it’s one part of the job.

You’ll need strong development, content and marketing tactics to get your site up the rankings, and those elements work best when they are packaged with the site’s design. If design is mapped out in tandem with other web services, it will be far easier to get your marketing efforts off the ground.

With so many pieces to fit together, it’s important to select a designer who isn’t just a designer. Ideally, they are part of a larger web team that can do it all. If you’ve got a web team who can handle site development, design, hosting, optimization, content and marketing, then you go from start to finish on your site. You’ll also ensure that everything on your site is working together properly.

Extra attention is given to SEO and conversionsOf course you want your site to look nice, but don’t focus on appearance too much. All other things being equal, a good-looking website will outperform one that’s less flashy, but clean content presentation, intuitive navigation and strong site performance will beat flash any day.

It’s all about the user experience, and user experience doesn’t have much to do with aesthetics. You’re using web design to influence people who land on your site. Click here, go there, check out this product, punch in your e-mail address – those are the kind of returns you want from your web design. It’s far less important to wow visitors with your design. That just doesn’t garner the favorable UX metrics (like bounce rate) and conversions that business sites are looking for.

Some of the most successful business and e-commerce sites look very basic, but it works for them. That’s because they don’t get in the way of their own messaging with loud design. The web designer you choose should understand and accept this, so they worry about SEO and conversions first, aesthetics last.

They have experience executing local digital marketing strategiesThere are significant differences between national and local digital marketing tactics, and the designer you choose should understand this.

National digital marketing campaigns operate at a large scale, while local digital marketing works to establish a business as a local presence. To emphasize one or the other, digital marketing experts have to tweak their own strategies to ensure your site is ranking in the markets it should.

Whether it’s for a local or national brand, the web design approach will be mostly the same. However, if you expect your brand to eventually compete at the national level, then your site should be built with scalability in mind. That means focusing on optimization and using web design techniques that synergize well with national SEO tactics.

A long run of success in their fieldWeb designers come and go, but you’ll want one that’s been around for a while. Web design is an accessible field that just about anyone can pursue if they’re driven enough, but that comes with potential downside for businesses. How do you know if a particular designer is qualified to handle your site?

Experience is always relevant, but what’s more important is whether that designer’s past clients have succeeded with their site. A run of success with previous clients is a major point in the designer’s favor, as it’s extremely difficult to “fake” effective web design. If the designer doesn’t know what they’re doing, that will be reflected in a less-than-impressive client portfolio. So, ask for references or at least a portfolio of the designer’s previous work.

Plenty of experience with all kinds of clientsYes, experience and previous successes are good signs, but you know what’s even better? Experience and success with a variety of clients. If you pick a designer that’s only experienced in a single industry, they may not know how to adapt their skills to your project. There’s a big difference between a local restaurant and a global energy firm, for example, and the same design approach won’t work for both.

Even if the designer you choose is solely focused on the industry you operate in, that may not work in your site’s favor. Sure, they won’t have trouble understanding what your company does, but they may be more likely to rely on what’s worked in the past, instead of what works now.

The most successful web designers are the most adaptable, and a varied client list forces designers to keep their methods up to date.

A strategy-oriented approach to digital marketingA sure way to fumble your digital marketing is to go in without a plan. Again, with so many moving parts under your site’s hood, your designer should respect the entire web-building process and not just their part.

Web design is incorporated into a larger digital marketing strategy, which means your web design will also require a strategic approach. Does the top navigation include your highest value pages? Does the color scheme line up with your brand’s tone? Can every page accommodate enough content to drive your SEO? These are the kind of questions your designer should know before they make wholesale changes to your site’s appearance and structure.

They utilize a modern content management systemModern content management systems (CMSs) make site management far easier, so it’s no surprise that the vast majority of business websites utilize a CMS to some extent.

Among them, WordPress is the most popular, with almost half of the entire web running on it. That’s a lot of brands relying on WP for their online presence, and it’s likely that your site will also require a CMS in the background.

The designer you choose should be familiar with WordPress or another similar CMS, so when their job is done, you can upkeep your site with minimal outside help. You don’t want to pay a designer every time your site needs to switch out a single image, for instance.

A willingness to maintain a long-term partnershipYour designer should build your site for easy maintenance, but eventually, you’ll need them again when it’s time to make major updates or adjustments.

For example, your digital marketing efforts are paying off and people are arriving to your site in droves. However, they’re spending too much time on pages without calls-to-action (CTAs), limiting your conversion potential.

A web designer could take this information and reformat your navigation or add some internal links to nudge visitors in the right direction. These are relatively simple tasks for a web designer to pull off, but would be beyond the reach of most inexperienced site owners.

For this reason, it’s a good idea to establish a long-term professional relationship with your designer or web services firm of choice. That way, they’ll be on call when your digital marketing efforts need a fix here or there.

Web design is important, so don’t compromise on your designerThe impact of web design can’t be overemphasized. It makes the first impression, it drives better technical performance, it supports content, it helps Google crawl and index your site, it optimizes the user experience and your site’s conversion rates. If your website’s design isn’t supporting those goals now, then consider bringing in a professional to align your design with your digital marketing efforts.

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If you want to keep a car in good condition, invest in basic car maintenance. And if you want to keep a website in a good position, invest in basic SEO maintenance. Like every other complex machine, websites degrade with time if they aren’t taken care of. That includes the website’s marketability, as effective SEO relies on constant upkeep.

But what does that upkeep include? That’s the obvious question, and where we’ll start.

What ongoing SEO maintenance includes: A top-down lookThe truth is, every website requires a unique, customized search engine optimization strategy to succeed. There are hundreds of factors that go into every page ranking on your website, but the vast majority of them are related to content or the page’s technical configuration. High quality content hosted on a secure, fast website is what we’re aiming for.

That’s the goal. Basic SEO maintenance is designed to further that goal across time, so pages don’t age out of relevance as competitors add better and better content to their own sites.

Here’s what a basic SEO maintenance plan may (and probably should) consist of:

Reviewing analytics to determine which pages are performing and which ones are falling.
Expanding on existing content silos to improve their discoverability.
Adjusting existing content so that it better matches Google’s changing content standards (if necessary – sometimes it’s best to leave well-performing content alone).
Building internal links between existing and new content.
Jumping on new content or keyword opportunities as the market develops.
Carefully experimenting with headers, title and meta descriptions to see which ones perform best.
Regularly canvassing the site for any indexing errors.
Maintaining a site’s information hierarchy when publishing new pages.
Running performance checks and correcting any issues related to slow loading times.
Adding supplemental content (videos, podcasts) to existing content pages.
Adapting the site’s SEO strategy as search engines make changes (and they do – a lot).

If it looks like SEO is too big of a job for one person, you’ve got the right idea. As the overall quality of SEO increases across the web, site owners must adapt by optimizing more and more of their site’s elements.

But as overwhelming as digital marketing can be, there are a handful of steps that every site owner can take to improve their visibility.

1) Write at least one expert-level blog every two weeks (though one every week is better)Some site owners create their own content and some outsource their content marketing to an outside party. In either case, every piece of content should sell your company’s expertise and knowledge in its chosen field. Google – and people – place a high priority on expertise. In fact, expertise is one of the “Es” in its E-E-A-T formula – quality guidelines that every content marketer should be familiar with.

One of the best things a business owner can do for their online visibility is to communicate this expertise as often and as thoroughly as possible. That means crafting at least one in-depth, expert-level blog or article every couple of weeks. That’s the minimum. Aiming for one a week is more effective, but that may be too ambitious for particularly busy business owners.

There are a few benefits of taking a hands-on approach with your content in this way. Again, expert-level content (spiced with relevant keywords) sends the right signals to Google and other search engines. Google has aggressively adapted its ranking algorithm in recent months to raise content standards, and well-researched, well-organized and well-written pages on complex topics are its favorite.

Another benefit is that regular writing will establish your writing voice as part of the company’s brand. This can be a critical advantage for professional services companies, where the company’s owner is often its face, as well. With time, Google and potential customers will associate your name with expertise – a great place for business owners to be.

2) Expand on your content with easy-to-create videos and podcastsSearch engines also insist on including images, videos, podcasts and other forms of content with written blogs and articles. Google insists on this because users insist on it. There’s a pattern forming here – Google wants what users want. They want a positive user experience (UX), in other words. And part of building a positive UX is by publishing a variety of content types. This captures a larger spread of users that arrive to your pages, boosting those oh-so-important user metrics (like bounce rates and dwell time) that factor into those oh-so-important search results.

Setting up a video or podcast? What business owner has the time for that? Luckily, making supplemental video or audio content is simple. It also requires nothing more than a webcam, a decent microphone and video conferencing software like Zoom.

All modern video conferencing solutions can record a call with a single click. Start the call and start talking to the camera like you would as if you were explaining the topic to people in the call. It may take a little practice and some very light video editing, but once you’re comfortable with the process, it only takes a few hours to put everything together – blog, video and podcast.

Diversifying your content production reinforces the brand-building benefits that come with developing a customer-facing expert voice. If potential customers can see you, hear you and read what you think upfront, they’re more likely to trust your business. That’s another one of Google’s E-E-A-T guidelines – trust. If Google notices that users engage with and respond well to your content, they are more likely to boost your content’s rankings.

3) Integrate a proven SEO plugin into your site and get familiar with itSEO has become more accessible over the years and there are now plugins that can assist with much of it. WordPress – which we highly recommend above all other web builders – has plenty of its own. Our favorite is Rank Math, as it allows site owners to make meaningful adjustments without being an SEO expert.

With Rank Math, users can quickly edit the titles, headers and meta descriptions of any page, or many pages at once. Users also have access to Google analytics, and can track important metrics like keyword performance or ranking histories. Users can even generate schema for targeting rich results on SERPs.

There are plenty of other plugins that can help with site building or maintenance. Elementor is our favorite page building plugin and it plays well with modern SEO methods. WP Rocket is a page speed optimization plugin that offers an array of caching and loading features. There are also several plugins developed by SEO companies (Hubspot, SEMRush, Yoast) that can help with tracking various SEO-related metrics, like keyword rankings.

SEO plugins keep SEO simple for site owners, which means digital marketing maintenance is easier and faster for the inexperienced to handle.

4) Check for any indexing errors and identify their causesBefore Google can list a page on its SERPs, it must first index that page. Put briefly, Google’s discovery process looks like this:

The search engine sends “spiders” to any new URLs, mostly by using existing links to find them.
The spiders “crawl” the site in an attempt to understand its content and structure.
While crawling, the spiders will follow any links to map out the site’s navigation. If there are too many pages to fit into the site’s “crawl budget,” then the entire site will not be crawled.
If there are no errors or anything else preventing indexing, the crawlers will index the page according to the nature of that page’s content.

It’s common – practically guaranteed – that Google’s spiders will run into at least one indexing error while crawling a website. For large e-commerce sites, don’t be surprised if there are dozens or hundreds of indexing errors. Sometimes, these errors aren’t a big enough deal to consider, but some indexing errors will make it impossible for Google to properly analyze and categorize the page. That means Google won’t make it eligible for its search results pages.

Given the stakes involved, it’s worth knowing whether there are any indexing errors burdening your site. To do that, you’ll need to check Google Search Console – which should be integrated into your site if you have a decent SEO plugin.

One of the many helpful bits of information that GSC offers is indexing status. You can find it in the “Pages” tab in the Index section of your GSC. This section lists all of your site’s pages and whether there are any indexing errors present. If there are, your GSC will identify the nature of each indexing error, so you or your SEO team can make the necessary adjustments. For example, Google Search Console can point out if a page isn’t indexed because of the following:

A noindex or canonical tag is interfering
Missing, moved or deleted pages
Bad redirects
Connection issues
Missing server files
Inaccurate sitemap URL listings
Insufficient content
Blocking due to unauthorized requests
Server timing out during loading

There are plenty more indexing errors on top of those, but until they are identified, they cannot be addressed. Most site owners will probably need help to resolve some of these errors, but gathering information on them can speed up the maintenance process for your SEO people.

5) Track page and keyword ranking performanceValuable insights can be distilled from all of that valuable analytical data. If site owners keep up with it, they can identify what types of content to pursue and which pages to support – in short, where the site’s user experience is strong and where it’s weak.

One way to keep an eye on your site’s general performance is to track the ranking position for your important content pages and for its important keywords. If a page is climbing up the ranking, consider it a good example for what content angles to pursue next – or at least an opportunity to double down on what you’re doing right. If a page is tumbling, that’s a sign that users aren’t interested in the content. Whether it’s an issue with the blog’s concept or its execution, knowing where the weak links are in your content chain is the first step in making adjustments.

Keyword rankings can also provide pleasant surprises in the form of new content angles. New marketing opportunities are constantly popping up across many industries, and these new opportunities sprout new keywords to optimize for. Monitoring your site’s keyword rankings is one way to remain aware of those potential opportunities as they emerge.

6) Identify and correct any content-related issuesWhile running an SEO audit, you’ll likely encounter plenty of content pages that could use a little support. On some sprawling e-commerce sites, for instance, it’s common for product descriptions to be duplicated across dozens or hundreds of product pages. Google doesn’t like this.

Another common content issue is thin content. Essentially, that’s content that lacks sufficient depth to be of use to readers. Google obviously doesn’t like this, either.

When duplicate or thin pages are spotted, they should be corrected as soon as possible. Otherwise, they’ll drag the entire site down – not just the offending page. If a lot of pages are in this state, professional help will likely be needed to quickly bring the site’s content standards up. However, site owners can make meaningful upgrades to thin and duplicate content by merely taking the time to write something better and more detailed to replace the poorly performing pages.

Site owners don’t need years of digital marketing experience to perform basic SEO maintenanceIt’s absolutely true that modern SEO is a complex undertaking. There are many, many factors that go into every page’s ranking, and optimizing them is beyond the scope of what one person can do, in most cases.

That said, website owners still have a major role to play in how their digital marketing efforts are managed. Specifically, site owners have a great deal of influence over their site’s content and, with minimal digital marketing training, can perform a range of basic SEO tasks. There’s plenty more than the five listed above, but if site owners just do the above, they’ll be well ahead of many of their competitors.

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Local SEO depends heavily on your Google Business Profile, so here’s how to put one togetherThe past several months have been active ones for Google and SEO companies. The world’s foremost search engine has released algorithm update after algorithm update, and SEO professionals have had to adapt along the way. That includes how SEO agencies manage local SEO for their local business clients.

With time, Google has placed increasing emphasis on Google Business Profiles (GBP) as a means to capture local SEO signals. That means business website owners must also emphasize and optimize their GBP for better local SEO results.

Google Business Profiles: The basics and getting startedEvery business may have a GBP associated with it, but company profiles can be created by anyone, not just the owners. If one already exists for your business, you may claim ownership so that you have sole GBP editing privileges. If one does not exist for your company, you may create a new GBP associated with your business.

In both cases, you’ll need to verify ownership before you can make changes to your business profile. Google handles GBP verification through one of two avenues:

Google sends your business a postcard with a code – Google will use the business address you give them to send a postcard through mail. It normally takes a couple weeks to receive the postcard, and once you do, you can enter the verification code through the GBP portal.
Google verifies your business through a video – Google can also verify a company’s location and ownership through video. The company’s owner is responsible for creating and sending the video to Google, which will use any evidence in the video that the business is what it claims to be. Best practices involve capturing video of the company’s building, front door, address, branding, office spaces and staff.

Once verified, Google is more likely to consider your business legitimate and will hand you the keys to your GBP.

Why is it important for companies to focus on their Google Business Profile?Google weighs dozens of factors when determining where to rank a local business, including whether the search engine will place the business in one of its coveted map pack spots. That’s the three Google Map listings that are placed at the top of local SERP – extremely high visibility and value comes with one of those.

Google is now pulling more of its local SEO ranking factors through business profiles. That means if local businesses want high value rankings, they cannot ignore or fail to optimize their GBP.

What does an optimized Google Business Profile look like?Every company’s GBP is chock full of information, and it’s extremely important that this information – provided by the company’s owner – is as accurate and on-point as possible. After all, this is Google’s first stop when determining how to categorize and rank your site.

The first step, then, is optimizing these all information fields. Some of the data you’ll need to provide includes:

The company’s name
The company’s location or its service area
The categories that the company fits into
A description of the company
The company’s contact info
The company’s product or service offerings
The company’s hours
Photos and other media associated with the company
Frequently asked questions (aim for around 10)

You can also communicate with customers through your GBP, in the form of posts and direct messages.

Drop high-value keywords (including localized keywords) in your informationYou may already know that keywords are vital for content. Keywords help Google understand what a piece of content is about, which helps the search engine categorize that content.

The same concept applies to your GBP. The information fields in your profile should include keywords that reinforce what your company does and where it is located. Such keywords should be featured in your business’s description, your product or service descriptions, your posts, your images and your FAQs.

Reinforce your company’s location by keeping location services on your phoneGoogle is clever with how it verifies your location and your company’s location. If, for example, you claim to run a business out of Houston, but are actually located in San Antonio, Google will take issue with that discrepancy if it has any reason to do so.

One way Google does this is to use your phone’s (or device’s) location to verify your company’s location. If your device’s location does not align with your company’s location or service area, you may be sending mixed signals – literally – to Google about where you’re operating.

Likewise, if your location settings are turned on (and even better, you allow Google to use your location data to contribute to its mapping efforts) and you are in your service area, Google will consider this confirmation that your business is where you claim it is.

Update your profile and respond to messages regularly and promptlyWe get it – it’s tough to stay up to date with all of your social media and professional profiles. If you’ve only got a limited amount of time to do so, though, make your GBP a priority. Google considers an active GBP to be an indication that your business is also active.

If you’ve enabled communications on your profile, it’s also important to respond to every message – even the ones you think are spam. Google tracks response time as a separate metric and will favor companies that respond quickly to any communication request.

Edit your company’s profile with ChatGPT’s helpIt takes a lot of effort putting a Google business profile together, but it can be made easier with ChatGPT. We do not recommend copying and pasting everything ChatGPT spits out without making changes, but it can provide a great starting point if you’re looking for one.

To start with, it’s always a good idea to prompt ChatGPT for a list of keywords that pertain to your business. This should include localized keywords (city, neighborhood and street names, landmarks of interest, etc.). By doing this, you’re tailoring future responses from ChatGPT so that they feature those keywords.

Once that’s done, you can ask ChatGPT to write your company’s description, product or service descriptions and anything else that requires a bit of copywriting.

Every time ChatGPT provides a piece of copy for your profile, give it a good edit and localize it. While ChatGPT can localize it if given the right keywords and prompts, you’ll always be able to do a better job here as a member of the community.

In the end, your website must mirror the signals that your business profile sends outAt this point, your business profile should be filled out and tucked away. Get your GBP to as close to 100 percent as possible, if at all possible.

The other side of this is your website. Your site must reflect the information input into your company’s profile, as Google will cross-check them for verification.
This boils down to tried and true local SEO practices. That means:

Featuring your category-specific and location-specific keywords in your title tags and headers
Featuring those keywords in your navigational elements
Ensuring your company’s location and contact information is present on every page
Ensuring all photos and media on your website have location-specific metadata attached to them

The easiest way to do this is through an SEO-focused plugin like Rank Math. Rank Math, for example, allows site owners to make quick changes to metadata, headers, descriptions and many more SEO elements from a single dashboard. It’s a simple, effective approach that’s excellent for those inexperienced with SEO.

Local SEO runs through your GBP and also relies on how your website is structuredLocal SEO success remains a path to overall online success, and there are many things that site owners can do to better position themselves on local Google SERPs.

Your first step should be the completion and optimization of your company’s Google Business Profile. This will provide Google with a strong information foundation to associate with your company. Once that’s done, the goal is to align your profile with your website – from an informational and content standpoint. If your website reflects what’s on your GBP, Google will make positive assumptions about your business (that’s it legitimate, active and located in a certain area). And that leads to better local SERP rankings and, hopefully, one of those valuable map pack spots.

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For anyone who has been around the Internet Marketing Clinic for a while, knows we always try to stay ahead of where the road goes. AI tools have turned 2023 on its ear, and it is not even March. In this episode of the IMCH, we are taking an in-depth look at how to balance AI tools like ChatGPT and your website, content or SEO efforts. There is a lot of very dangerous misguided implementations ideas so we wanted try and stay ahead of it and let you know what we think you should be doing and how to used this very powerful tool, but do it in a manner that you don’t blow yourself up.

Do not copy AI-generated content and paste it into a websiteBefore you run off to ChatGPT and generate your entire website from scratch – stop. In our practice, we’ve already seen business owners attempt this with disastrous results. And that is what I keep seeing and hearing. It feels like, right or wrong everyone things they found the secret to creating mass pages to place on their website and that is just not true.

Google has upped the useful content penalty possibly taking aim at cut-and-paste AI-generated content, and the search engine is getting better and better at detecting it. There are hundreds of AI writers out there, but it’s unlikely that any of them could evade Google’s AI detection for long.

Why is Google seeking and destroying AI-generated pages? Because AI can’t produce a page that’s as well-written, organized and detailed as a human expert-created page. At least for now, human experts provide more value with their writing than ChatGPT or other AI tools.

This is because AI content generators work by scraping and distilling what’s already on the internet. Google doesn’t want a web full of copycat content – it wants originality. And it wants original thinking because that’s what users want. From Google’s perspective, AI content generators have the potential to pollute the internet with identical pages and damage the user experience.

On the other hand Google also is okay with AI content if they add to the web. If there is solid new information it more than likely won’t get dinged. But you have to committed to making sure the information is not just spun and put out on the website.

There are a few more problems with AI content generation, that you need to be aware of to avoid a penalty.

Superficial reasoning and knowledgebase – ChatGPT and AI writers can spit out tons of information with every prompt, but because this information is sourced from thousands of sites – many of them low quality – the information tends to be superficial. This problem is more pronounced for niche topics and industries, where there are fewer inputs for AI to work with.
Confusing conceptual linking and writing flow – AI also has trouble determining which pieces of information link together and how they should link together. Us humans do this naturally when we speak, because our communication is predicated on exchanging and responding to information provided by other people.That’s why AI writers tend to go off-track with topics or repeat themselves throughout an article. You won’t find an AI linking an insightful first-hand experience with the topic at hand. That kind of web-like conceptual thinking is still beyond the reach of AI.
Difficulty with proper punctuation and grammar – Curiously, AI writers also seem to have the occasional issue with word order, sentence structure or punctuation. The longer the content, the more likely these mistakes are to emerge in a piece of AI content.

It may not be long before these kinks are hammered out, but for now, the above should give business owners pause before they go all-in on AI. Doing so could wipe out your traffic now or in the future, when Google retroactively applies penalties for AI content-generation methods.

All of this is subject to change as Google implements GoogleBard, its own AI ToolEverything in this article could become obsolete overnight – thus is the nature of AI development. The technology is evolving extremely fast and no one (not even industry experts) knows how Google intends to leverage AI for search ranking purposes.

What we do know is that Google has its own AI in development named Bard, and it’s planned for release “soon.” In Google parlance, “soon” could mean months from now or minutes from now. When it is released, it will likely shake up the digital marketing industry even more.

What can AI tools like ChatGPT paired with Jasper AI and then paired with a Human do for content marketing?Okay, now that we’ve laid out the risks of AI content, we’ll address how to minimize those risks and make the technology work for business owners. After all, while Google doesn’t want AI cut-and-paste jobs, it has admitted that it’s okay with AI content, as long as it provides value and meets the search engine’s content standards.

Getting AI content up to that standard, though, that’s the trick.

We’ve experimented a bit with ChatGPT and AI content writers like Jasper, and there’s an opportunity here to create high quality, expert level content using both. Specifically, ChatGPT can be used to develop outlines for your content pages, while Jasper can do some of the actual writing. The emphasis is on the word “some,” however. At this point, we recommend an 80/20 mix between human-created and AI-created writing on any particular page.

A recommended step-by-step guide on using AI to generate content for your website So there’s room for AI in your content generation processes, but you’ll need to be careful. First, we’ll create an article outline in ChatGPT. Here’s how to do that:

Go to the OpenAI website, where ChatGPT is the featured piece of software.
Create a free account – there is a premium account option, but it only provides faster answers from the chat bot.
Now, you should be in the chat app and ready to provide ChatGPT with a prompt. First, ask it to list the keyword you’ll need for your page. For example, “tell me the keywords I need for a page about small business accounting services.” ChatGPT will instantly spit out the high value words to place in your content.
You’ve got the keywords, now you need the outline. Ask ChatGPT what topics should be included in your article. For example “what should be included in an article about small business accounting services?” ChatGPT will list the high-level ideas that should be addressed in your article.
You can continue this process to go further in depth. Once ChatGPT suggests the high-level topics that should be in your article, you can ask follow-up questions to dive deeper into those ideas. For example “compare accrual accounting and cash-based accounting for small businesses.” By asking more and more detailed questions, you’ll be able to create a more focused, thorough outline.

Once you have this outline in hand, you can stop here with the AI and start writing your page. For many, the outline is the tough part, and just getting that worked out can speed things along. However, if you want, you can take this outline and develop it into content.=

You’ll need a high quality AI writing tool to begin with. We recommend Jasper because it’s the best we’ve found, but it can be expensive for small business owners. If you do invest in Jasper, you can use it like ChatGPT by entering a prompt.

Using the example from above, you could enter “write about the differences between accrual account and cash-based accounting.” Jasper will immediately generate an answer, which could be several paragraphs long.

Don’t take this copy and paste it into your website!

Your job, as the subject matter expert, is to review the content and do the following:

Identify and correct any errors – and there will likely be some
Update any outdated information – and there will likely be some
“Humanize” the content and add your own original experiences and insights
Reorder and link the content sections, if necessary
Fix any grammatical or punctuation errors and there will be plenty

My page on Google Penalty Repair is a great example of how to mix the balance or mix mentioned above, and we recommend starting and ending the page with from-scratch content that you write. In effect, you’re “massaging” the content so that it doesn’t read like an AI wrote it, or flow like an AI thought it up. Your voice as the writer and expert should still clearly come through. The article I produced was 80/20 in favor of human touch despite using AI to build the entire page.

AI will be the focus for digital marketers in 2023, so stay up to date here on any developments All of this is still developing in real time, and it’s possible that this article will be completely off the mark by the end of the year. For now, though, the above practices are what we consider to be the best practices for using AI in your content marketing.

If the AI picture changes, and boy will it, we’ll record our findings and report them here. Check in with us throughout the year to ensure your content remains in lockstep with Google’s standards.

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Understanding and Recovering from Google Algorithm UpdatesIf you’re a business owner with a website, it’s important to understand how Google’s algorithms work and what you can do if your site is hit with an update or penalty. In this blog post, we’ll cover everything you need to know about Google’s algorithm changes and how to recover from them. Keep reading to learn more!

The True Cost of Bad SEOSEO practices can be tricky to navigate, especially with Google regularly rolling out updates to its algorithms. But let’s state this fact; to be penalized, you have to work very hard to get penalized, or you really worked hard at breaking Google Webmaster Guidelines. Chances are you or your SEO company were too aggressive in manipulating Google’s algorithm to your favor and consequently ended up with this problem. These changes can sometimes result in penalties for websites previously ranking high and seeing a lot of traffic. Depending on the severity of the penalty, a website could experience anywhere from a slight drop in visibility to total deindexing from Google search results. In either case, it’s important to understand why Google has imposed these penalties, what was done improperly and then what you are going to do to recover Typically involves issues like thin content or generating poor quality content, which may involve generating massive amounts of AI pages, bad link building strategies, as well as the types of penalties they come in – manual action or algorithmic penalty. Understanding this information is essential since SEO mistakes can have costly consequences if not dealt with accordingly.

Types of Google Penalties1. Manual Action Penalty: A manual action penalty is when Google manually penalizes a website for violating its quality guidelines. 2. Algorithmic Penalties: An algorithmic penalty is when a website’s rankings drop as the result of a change in Google’s algorithm or indexing methodology. 3. Link-based Penalty: A link-based penalty occurs when an excessive number of spammy links pointing to your site causes your rankings to drop in the SERPs (Search Engine Results Pages). 4. Unnatural Links Penalty: This type of penalty is triggered by links that appear unnatural, such as paid links or link networks designed to manipulate PageRank or increase search engine visibility without permission from webmasters who own content linked from other websites Penalties and Manual Actions 5. Technical SEO/Mobile Penalty: Technical SEO penalties, Non-SSL and mobile penalty targets sites that are not optimized for mobile devices, not using SSL (yes, there are still some out there) or use bad Technical SEO, causing them to be ranked lower than those with better mobile optimization.

Google has these penalties because it wants to ensure that only sites with high-quality content are ranked in its search results. Google penalizes websites that violate their webmaster guidelines by using tactics such as generating low-quality content, keyword stuffing, cloaking, link spam, and hidden text or links. These all negatively impact the user experience and can ultimately result in lower rankings for a website if Google detects them. Additionally, if a business is found to be using black hat SEO tactics like buying links and engaging in other manipulative practices such as redirecting traffic from competitors’ websites without permission, it may also face serious penalties from Google. Ultimately, Google’s goal is to provide accurate search results for its users; therefore, any behavior that attempts to game the system is discouraged.

Comparing Manual Actions vs. Algorithmic Penalties. Manual Action Penalty and Algorithmic Penalty are the two most destructive Google Penalties. Both of these penalties can have a significant negative impact on a website’s rankings, traffic, and reputation. The main difference between the two penalties is how they are imposed. Manual Action Penalties are imposed by humans at Google who review websites for violations of their quality guidelines. A website may receive a manual penalty if it is found to be using black hat SEO tactics such as buying links or redirecting traffic from competitors’ websites without permission. On the other hand, Algorithmic Penalties are imposed by an algorithm that updates regularly as Google updates its algorithms to detect and punish any malpractices. These updates can result in sudden drops in visibility for websites previously ranking highly as well as new penalties for sites breaking webmaster guidelines.

Regarding severity, Manual Action Penalties often have more severe consequences than Algorithmic penalties. They can also be very difficult to correct. But, most sites receiving manual actions usually have significantly exploited Google’s Guidelines

Algorithmic penalties, however, tend to cause less drastic effects, such as a slight drop in visibility or ranking for certain keywords or phrases instead of total deindexing from search results. They are also easier to clean up for an SEO expert than a manual action. The one caveat is that you understand what caused the problem so you can take the proper corrective action. In the past few months, however, Google has compounded algorithms changes making it hard for business owners or even some SEO companies to properly diagnose the issue. Honestly, if you have a solid SEO company that does not push the envelope but does their job well, it is rare a business will have either of these problems.

When it comes to how each penalty is triggered, Manual Action Penalties are typically triggered by violations of Google’s webmaster guidelines, such as generating low-quality content, keyword stuffing, cloaking or hidden text or links, whereas Algorithmic Penalties tend to be triggered by changes in Google’s algorithm and how it indexes pages. In recent months poorly written content or thin content has been in the algorithm cross-hair, following closely behind an excessive number of spammy links pointing to your site. Older penalties include or not optimizing your website for mobile devices, having poor core vitals or having a bad user experience. In all cases, action must be taken immediately to avoid further damage and loss of rankings and organic traffic.

Overall, even though both Manual Action Penalty and Algorithmic Penalty can cause serious harm to a website’s online presence, it is important for anyone that calls themself an SEO company be familiar with them. Knowing how to spot them early on so appropriate measures can be taken quickly before further damage is done is crucial

Causes of Google Penalties:Google penalties can often be complex and difficult to understand. But it is important to understand the common reasons why a website might receive a Google penalty, so you can take steps to avoid this issue in the future. Here are some of the most common reasons why websites may receive a Google penalty:

Thin Content:Thin content refers to web pages that offer very little useful information or value to users. Google values websites that provide quality content that is relevant and useful; if your website’s content is thin or lacking in substance, then it may be penalized by Google. Additionally, keyword stuffing – cramming excessive keywords into the content – can trigger an algorithmic penalty from Google for spammy content.

Link Building:Link building is an important part of SEO, but if done incorrectly or excessively, it can lead to a penalty from Google. If you are using link-building tactics such as paid links for link networks created solely for SEO purposes, then this could result in a manual action penalty from Google. Additionally, if your website has been linked from sites with poor quality or irrelevant content, this could also result in penalties from Google due to unnatural links pointing back to your site.

Technical Issues:Technical issues like slow page load times or websites not optimized for mobile devices may also lead to penalties from Google. Additionally, if your website does not have SSL security installed, then this could also result in lower rankings and traffic losses due to non-secure warnings on browsers when people visit your site. It’s important to ensure your website is up-to-date with technical requirements set by Google.

Cloaking & Hacking:Cloaking refers to techniques spammers use to show one version of their web pages (filled with keywords) when indexed by search engines and another version when humans view them directly in a browser window. If discovered by Google, cloaking will most likely result in severe penalties imposed on the given website as well as manual actions taken against it. Additionally, hacking sites through malicious code injections can also lead to major losses in rankings if identified by search engine algorithms; therefore, it’s important that you secure all aspects of the website, including third-party plugins and scripts used on it regularly.

How To Determine If Your Site Was Hit By a Google PenaltyIf you are experiencing lower traffic than you think you should be, you should first ask your SEO company their thoughts. Personally speaking, we let customers know when we see trouble. Obfuscation of that often damages the trust between the company and the client. You can use the following as a guide to correcting the issue, or you can use this to check on your SEO company to make sure they are taking the proper steps and have good answers to the problem.

Checking whether a website has been penalized by Google can be a tricky process. But, the issues should show themselves very quickly so work can repair the problem.

First, you’ll want to review your website in relation to Google’s quality guidelines. Are there any obvious violations? Are there any signs of manipulative practices like keyword stuffing or hidden text or links? If anything looks suspicious, then it may be worth further investigation.

Next, you’ll want to analyze your backlinks profile. Check out the types of websites linking to your site as well as their quality and quantity. High-quality backlinks from reputable sources like educational institutions and government websites are key for SEO success, while low-quality backlinks from spammy directories or link networks often lead to penalties. Additionally, if you notice an increase in new links over a short period (particularly those with exact-match anchor text), this could indicate that someone is trying to manipulate search engine rankings on your behalf – another practice that will result in hefty penalties if detected by Google.

Thirdly, you should track your organic search traffic and look out for any sudden drops in visibility. While sudden changes can also be caused by algorithm updates or seasonality effects, they could also indicate that your website has been hit with a penalty – particularly if there are other factors such as poor quality content/backlinks at play here too.

Some of the evaluation tools and steps you can use are listed below: 1. Check Google Search Console: The first step is to log in to Google Search Console and check for any manual actions against the website. Manual actions are penalties imposed by Google’s webspam team, and they will be listed in the Manual Actions section of the Search Console. 2. Check the website’s search engine rankings: If the website’s search engine rankings have significantly dropped, this could be an indication that the website has been penalized by Google. You can use a rank-tracking tool to monitor the website’s search engine rankings over time. 3. Check Google Analytics: If the website has experienced a sudden drop in traffic, you can check Google Analytics to see if there was a sudden drop in organic search traffic. This can be an indication of a Google penalty. 4. Check for duplicate content: Duplicate content can trigger Google penalties. You can use a tool like Copyscape to check if the website’s content has been copied or duplicated on other websites. 5. Check for unnatural links: Unnatural links can also trigger Google penalties. You can use a tool like Ahrefs or Majestic to check the website’s backlink profile and look for any unnatural links. 6. Use Google Penalty Checker Tools: There are several Google Penalty Checker tools available online that can analyze a website and provide information on whether the website has been penalized by Google or not.

Finally, if all these checks don’t answer whether your website has been penalized, it may be worth running a manual investigation using one of the many available online tools such as SEMRush and Moz Pro. Getting the right versions of these tools has a cost but they are usually well worth the money spent if you understand how to use them. These platforms allow users to monitor not just their sites but also competitors’ sites and analyze their performance over time so that potential issues can be identified more easily than when working manually.

Whether checking for yourself or on behalf of a client, understanding when and how sites have received Manual Actions vs Algorithmic Penalties is essential for SEO companies.

How to Recover from A Google PenaltyNow that we understand how to diagnose if a penalty has occurred. The question is, what do you do next?

Fix the issue: As simple as it sounds, take the necessary steps to fix it. For example, if the penalty was caused by thin content, you can add more high-quality content to the website. If the penalty was caused by unnatural links, you can disavow the links and remove any spammy links pointing to the website. Although great care should be taken when disavowing links.
Submit a reconsideration request: If your website received a manual penalty, you could submit a reconsideration request through Search Console after you are sure you have fixed the issue. The reconsideration request should include a detailed explanation of the steps you have taken to fix the issue and a plan to prevent the issue from happening again. Know that reconsideration requests can take a long time to hear back on. In addition, if it is incomplete, it can be kicked back to you and you will have to start the process again. Make sure you do it right the first time and if you don’t know or aren’t sure you should consult and SEO expert like Vertical Web to help you.
Follow Google’s guidelines: Make sure that your website follows Google’s Webmaster Guidelines to the letter and uses best practices for SEO. This will help to prevent future penalties and ensure that your website complies with Google’s guidelines. And if you take this step first, you will not get caught up in a penalty in the first place.
Monitor your website: After you have fixed the issue and submitted a reconsideration request, monitor your website’s search engine rankings and traffic to ensure it has fully recovered from the penalty. You can also use Google Search Console to monitor any manual actions and ensure that your website complies with Google’s guidelines.

Prevention is the Best Corrective Action for a Google PenaltyOne of the best ways to prevent Google penalties is to ensure that your website follows Google’s Webmaster Guidelines and uses best practices for SEO. This means staying up-to-date with the latest trends and advancements in search engine optimization, such as using appropriate keywords and meta tags, keeping your content fresh and relevant, and avoiding any tactics that might be considered manipulative or deceptive. Additionally, it’s important to create high-quality content that provides value to readers. Content should be well-written, informative, and original; anything copied or duplicated from other sites should be avoided.

Regarding link building, we are not advocates of buying links. Rather it’s essential to build natural links that are relevant to your website instead of trying to manipulate the system by buying backlinks or participating in link schemes. To avoid potential penalties from Google, focus on creating quality content and earning natural links from authoritative websites in your industry.

It’s also important to regularly check for unnatural links pointing to your website so you can identify and disavow any suspicious ones before they trigger a penalty.

A quick primer on Google Webmaster GuidelinesGoogle webmaster guidelines cover many areas, but this is a brief list of what you should be worried about. Our Internet Marketing Clinic teaches about these in the most up-to-date and current context.

Quality content: Google emphasizes providing high-quality, useful, and relevant content for visitors. Websites should aim to create unique, valuable content that meets the needs of their audience.
Technical optimization: Websites should be technically optimized for search engines, including having a clean and crawlable site structure, optimized URLs, and properly using HTML tags.
User experience: Websites should prioritize user experience by ensuring fast page load times, easy navigation, and mobile-friendliness.
Links: Websites should focus on obtaining high-quality, natural links from reputable sources and avoid using spammy or manipulative tactics to acquire links. Link schemes, buying links and guest posting should be avoided. Doing it right takes hard work. We get that, but getting penalized by Google is far more costly and can be far more damaging to your brand in the long run.
Security: Websites should implement proper security measures, such as using HTTPS and protecting against malware and hacking.

When To Ask For Help Solving a Google PenaltyWe have outlined a full set of items to be considered if you are worried your site has received a penalty from Google. There are very few companies that truly know how to solve these problems. Most of these issues are caused by an SEO company that does not use up-to-date methodology. Sometimes, the business owners themselves try to do the work. Or sometimes they take the receptionist and have them multitask and ‘do SEO’ when they know very little about it but can Google the topic.

Honestly, you did not get a Google penalty or have this happen by accident. And this should not be confused with people with no traffic because they have zero SEO.

In the 25 years we have worked on websites, we have never had a website get penalized or have action taken against it. Rather we are always cleaning up other people’s messes. And the conditions the sites arrive in are all pretty similar, and I’m listing them in order.

Sites are under-optimized. This is usually because the business owner thought it was as easy as adding a title tag and filling in the keyword section of his website builder.
Sites are over-optimized. This is caused in a few ways. One, a person doesn’t know, reads a few blog posts from 2005 and doesn’t realize the world has changed. Sometimes keywords are just spammed on a page. Sometimes they are written in the same color text on the page (so 1998). Just over to the top repetitive behavior that worked 20 years ago but not today.
Someone hired a link-building company, but the link-building company had no clue what they were doing. Often when we see this, we find links from all over the internet that are anchor text heavy on money terms. Or better yet, they participate in a link scheme that cross links websites or spam in anchor text.
Someone doesn’t understand the true cost of SEO and finds the cheapest person that cuts corners and uses out-of-country web developers or bad writers or AI modules putting up very thin content. Often changing your SEO company can cause this as well. If you are doing well with SEO, don’t look for a cheaper alternative. It often ends in a disaster. And if you change companies, look for drops in traffic. Don’t just assume the old guy wasn’t doing something and the new guy made it better. People who know SEO are not cheap, and the cost of doing business with a bad one can far exceed the money you save.
Site flips gone wrong. We often see people that flip their website over to a new circumstance. Either an upgrade of a site with a reskin. A Platform change (WordPress to Wix/Shopify particularly horrific). There is so much damage done to a website when you do not know how to flip a site and do not keep its link profile intact and although it’s not an algorithm-specific situation, it can look like one and be misdiagnosed.

Overall there is a lot to consider when you’re talking about Google Penalities and Algorithm. But the best advice I can ever give anyone caught in this is not to go it alone and find a company that understands how to recover from a penalty and can do it relatively quickly because time is of the essence.

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Buckle up 2023 is going to be one for the ages. Every year brings a new set of challenges for the digital marketing industry, but 2023 may bring more upheaval than normal. Multiple content-related updates in late 2022 appear to be targeted at identifying and deranking pages with low quality (potentially AI) content. Google has also made recent updates to its Search Rater Quality Guidelines – with added emphasis on communicating expertise and experience in content.

Additionally both Google and Bing are rolling out chat modules for search that have the potential to upend digital marketing, especially for small businesses. Over this year as this rolls out we will address and work to find strategies that will work inside that framework. It may be a big deal. It may be a fad, no one knows yet. It’s in part why I have been running these classes since 2007.

Google is clearly raising the bar on what constitutes a high-ranking website. Quality content, quality performance, quality navigation and linking – there’s no more cutting corners for business website owners.

That’s why we’re focusing on cleanup this week. The little things matter more than ever for digital marketing, and so we’re addressing some of the little things you can do to improve your standing on Google.

Optimize your online presence with the right platform, plugins and patches First, if your site isn’t on WordPress, move it to the WP ecosystem. More than 40 percent of the internet is built on WordPress, so Google thoroughly understands it – and prefers it. If your site is built on any other platform – Wix, Squarespace, Shopify, etc. – then you’re at a major SEO disadvantage from the start.

Assuming your site is built on WP, there is a plenty of plugin available. Many of these are useful for optimization purposes, whether performance or search engine optimization.

A favorite of ours is Rank Math. Rank Math is an SEO plugin for WordPress that provides broad functionality. It offers deep insights, like tracking your position history for a particular keyword. It also integrates seamlessly with Google Analytics 4 and offers centralized control over many SEO functions, like configuring headers or metadata.

And if you’re wondering just how entangled Google and WordPress are – Google has an official WP plugin called Google Site Kit. With Site Kit, your Google Analytics are available through your WP backend and through a single dashboard.

Verify that your business is properly listed online Google uses your company’s location for local SEO purposes, which can be a problem if your actual location doesn’t match Google’s own data. It’s a problem that a lot of businesses have.

If your company’s address or phone number have ever changed, there’s a good chance that your older addresses or numbers are listed somewhere on the internet. If there are many such outdated NAP citations out there, Google may place your business in a different market.

The goal is to monitor your NAP citations and correct any that are inaccurate. Our clients have a tool to make these easy – one available through Yext. With Yext’s Optimize Location tool, business owners can get a status update on all of their NAP citations scattered around the web. This includes Google itself, along with Yahoo, Facebook, Twitter, Bing, Yelp and a score of directory sites. If there are any NAP inaccuracies, it’s made obvious here, so website owners can correct the citation.

To do that, you’ll need access to the account associated with the citing website. Businesses are in a constant state of flux, so it’s common for brands to lose control of certain accounts as employees are turned over and changes are made. If you do lose access to a citing account, you may able to correct the citation by submitting your company’s information to a major data aggregator like Acxiom or Localeze.

Set up Google Analytics 4 so there’s no interruption in data tracking Google is overhauling its analytics platform and releasing a new version in July. Termed Google Analytics 4 – or GA4 – the new platform will use AI to provide advanced reporting. For example, GA4 will notice when certain products are in greater demand, or predict when a customer is likely to churn. This is another example of Google’s reliance on machine learning. Over time, the platform will “learn” customer behavior based on previous actions.

That’s a major departure from the current system, which will be sunset in July. If you haven’t migrated to GA4 or integrated it into your website, now is the time. We recommend you run Google Universal Analytics until it’s discontinued, but bring on GA4 now so you can start building data for your website. If you wait until Universal is shut down, you’ll have zero recent historical data to make digital marketing decisions from. You’ll be in the dark for months regarding your site’s performance.

Get to know your online competitors, so you can produce better content than them Before your site can grow in a productive direction, you’ll first need your bearings. In other words, how does your company compare with its competitors online? This is a critical piece of information, because if you target the right competitors, you can leapfrog them with better content. If you target the wrong competitors, you’ll either grow your business slower or not at all.

One way to do this is through Semrush. Semrush has a deep digital marketing toolkit, including a helpful organic research tool that can be used to analyze potential competitors. Using Semrush’s organic research tool, you can reference a company’s website and get a list of all the keywords they rank for and where they rank.

You can use this tool to determine which of your competitors are positioned better on Google. The ones that are just ahead of you in important keywords – those are your targets. Once you have your competitors sized up, you can visit their content pages and determine how you could make a better version of what they’ve produced.

That doesn’t mean copying and pasting. It means taking their blog topic and writing it in your own words, using your own expertise. Write longer on the subject, with additional examples and discussion that reveals your authority on the matter. This is what Google is looking for with its push for helpful content – an internet that’s constantly producing (better and better) answers to every possible query. If you take on this mission by producing content in your own niche, Google will be more likely to rank your site higher for more valuable keywords.

Business owners are in for a wild ride this year, so ensure your fundamentals are in place There are a lot of digital marketing unknowns as we head deeper into 2023. To what extent will Google roll out additional AI functionality? Just how high is the content bar going to go this year? How will business owners prepare for the changes to come?

We’re have answers soon enough, but one thing that business owners can do now is lock down their site’s fundamentals. NAP citations, updating WordPress, integrating useful plugins and getting ready for GA4 – all of these little things add up to a more effective online presence.

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Google has always prioritized content in its rankings, but in the second half of 2022 and into 2023, the search engine giant has gone all-in on content updates. In the past several months, Google has pushed over at least three significant content updates, and its latest includes major work to its search engine content guidelines.

We’ll take a closer look at this latest update and what website owners will need to do in response.

A few notable changes in Google’s newest content update The bulk of the newest update concerns Google’s E-E-A-T (formerly E-A-T) standard. Before we dive into that, though, here’s a couple other notable changes from the update:

Google is placing additional emphasis on the content’s author – One of the changes was to Section 2.5, a section that concerns the website’s operator and content creator. This change is actually an addition – a guide that helps quality raters determine a web page’s author.Why is this important to website owners? Because Google is clearly factoring in the content creator’s credibility for ranking purposes. That means business owners will need to invest in building this credibility. That’s where quality content and other page elements – like an author box and bio – come into play.
YMYL pages are going to get scrutinized extra hard – Google has also added to Section 3.0, a section dedicated to defining quality content. One of the additions asks quality raters to assess whether a page concerns a Your-Money-or-Your-Life (YMYL) subject.YMYL subjects include medical, legal and accounting – subjects where wrong information or advice could do a great deal of harm to the reader. The content quality standards on these pages are higher, given the stakes involved. If you operate in a YMYL industry, it’s extra important that you develop expert-level content that conveys your expertise. It’s also important to remain on top and avoid introducing any topics outside of your field.

Many more changes to the content quality guidelines were made, but the above are of relevance to business website owners. And another major update to be aware of is E-E-A-T, which we’ll address next.

Meet E-E-A-T, Google’s guidelines for creating expert content While the above changes are noteworthy, it’s the E-A-T rework that’s getting the most attention. E-A-T has been around for years as a guide for quality content, and there’s an extra E to account for now. What was E-A-T (expertise, authoritativeness and trust) is now E-E-A-T (experience, expertise, authoritativeness and trust).

Google developed E-E-A-T to define what end users (the page’s visitors) are looking for when assessing content. As it turns out, users prioritize experience, expertise and authoritativeness when consuming content.

As the website’s owner, it’s your job to ensure your experience, expertise and authoritativeness come through in your site’s content. This is what generates the most important letter in the E-E-A-T acronym – trust.

How can site owners do that? Here’s how Google defines each part of the E-E-A-T formula:

Experience: Does the content creator have direct experience with the subject?

Experience is the new addition to E-A-T, and at first glance, it’s unclear where the line between experience and expertise exists.

Regarding experience, Google wants to know if the content’s author has first-hand experience with what they’re writing about. For many topics, first-hand experience is the most valuable thing the writer bring to the page. Here are some examples:

A restaurant review: Did the writer eat at the restaurant they’re reviewing?
Comparing laptops: Did the writer try out both laptops they’re comparing?
Offering travel advice: Did the writer travel to the place they’re talking about?

As you can see, there isn’t expertise involved here – these are subjects anyone could write on without special knowledge. What’s important is experience.

Expertise: Does the content creator have education, knowledge or skill regarding the subject? Some topics require years of industry experience, education, training or skill to competently discuss. Technical, scientific, legal, medical, financial, industrial – if you need some kind of professional background to speak on it, then expertise is important.

To develop expertise, your content should go deeper than the typical article written on your subject. It should be specific with technical details and definitions. It should offer original context that non-experts wouldn’t include.

Examples of pages that require high levels of expertise include:

Technical how-to articles and videos: Is the author a licensed plumber or electrician, or just a DIYer?
Medical advice columns: Is the author a licensed physician or someone offering their personal experience with an illness or medication?
Selling a house: Is the author a licensed real estate agent or just someone who sold a house?

With the above examples, you can see the division between expertise and experience.

Authoritativeness: Does the content creator have an established reputation on the subject?Authoritativeness is expertise, experience and communication all rolled into one. If the content creator has an established professional reputation in the topic they’re writing about, Google is more likely to consider them an authority.

What are some ways to add authority to your website?

Address expert-level topics on your site
Add deep, original insight into your content
Speak from your personal experiences in the industry, across time
Develop your professional network and become a thought leader in your space
Answer questions that other people in your field aren’t answering
Be upfront with your credentials and spotlight them in an author box/bio

If you stick to the above, you’ll build authority over time, especially if you can earn backlinks to your content. Google considers backlinks as markers of trust. Speaking of which:

Trust: Is the content creator someone you can do business with? Developing trust – from Google and from customers – is a top goal of any business owner. Your content should convince potential customers that your business can be trusted to do what it says.

Google attempts to capture this sentiment by prioritizing certain things on your site. It pays close attention to what’s on your About Us page and any company profile pages. It looks for any evidence on your site that backs your company’s claims (testimonials, case studies, white papers, etc.). The search engine also pays attention to what others are saying about your business, through customer reviews and by assessing your backlink profile.

Why is Google focusing so much on content quality?

With so many content-centric updates and additions, the question is – why? Why is the search engine double and tripling down?

It’s possible that Google is putting in guardrails against AI-generated content. With the emergence of chatbots and AI generated content, there’s a concern that AI users could flood the internet with low quality information. As sophisticated as AI is becoming, it cannot replace an expert human in terms of developing contextually-appropriate content. AI writing has trouble staying on topic, in other words.

Google’s AI-detection methods are superior and the search engine has little trouble flagging AI content when it spots it. You could think of these new content guidelines as a warning, then, against using AI to spin up content pages.

Google is defining its vision for the future of content – can your site keep up?

The SEO game has always relied on content first and Google is reinforcing that message with several recent updates. If you’ve already made expert content a priority for your website, you’re on the right track. If you haven’t prioritized content quality, it will become increasingly difficult to get that first page rank on Google

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Looking back at 2022 - a year of major Google updatesAnother year, another slate of algorithm updates from the world’s leading search engine. Google making changes to its ranking algorithm is nothing new – it’s always going on, actually – but 2022 saw a couple of impactful changes that website owners should be aware of. Ideally, you will have already made some of the necessary adjustments, but if not, we’ve got a quick recap here you can use to get up to speed.

Table of ContentsAdd a header to begin generating the table of contentsTechnical PerformanceWhile Google’s 2022 updates would eventually target content guidelines, the search engine started the year by making technical performance the focus. In a way, this was a continuation of Google’s Core Vitals update, which was pushed over during the summer of 2021.

Specifically, Google wants websites to run faster and more reliably than ever. It’s easy to understand why. A site’s user experience (UX) remains a primary consideration for Google, because search engines don’t exist to promote businesses. They exist to connect users (the people entering queries into Google search) with the best possible answer to their search.

A website’s UX describes how user-friendly the experience is on a particular page. If users are leaving the page before it loads or as soon as it loads, that lets Google know that the page is offering a poor UX. Search engines will always send traffic to a site with good UX metrics if given the opportunity. That means your site should also be optimized for UX.

A major part of UX is a page’s technical performance. Does it load important content quickly? Does it respond to user interaction quickly? Does it remain visually stable while loading? These are critical performance metrics roped into Google’s Core Vitals update.

The search engine is still raising the bar in terms of technical performance, so slow, unreliable sites are having added trouble in ranking well.

Stay away from “cookie cutter” website builders If you’re building a website, Wix, Weebly, Squarespace, Shopify and others offer convenience. They don’t offer anything else, though, including technical performance or improved conversion rates.

In today’s world of digital marketing, nothing beats WordPress. With unmatched Google integration, unmatched versatility and unmatched support, WordPress websites are far easier to rank on Google and other search engines. If you’re building a new site, start with WordPress. If you have a website in a site-builder like Shopify, consider your options in moving the site to WordPress.

Content was always important, but helpful, expert content is now necessary Content has always been a top ranking factor for Google and other search engines, but what exactly that content should look like has changed over the years. And this year, Google made one of its most meaningful content updates in its history.

Termed the helpful content update, Google is now prioritizing high quality, expert level content that provides value to the user. But what does value mean when it comes to an online blog?

Users go to Google to answer questions. Google returns the best possible answer to their questions. As a site owner, your job is to get Google to pick your answer first. That means you’ll need to generate content that offers the following:

Expertise –Google places a lot of weight on expertise. It does not want to rank a non-expert highly on any of its SERPs, as this reflects poorly on its own ability to spot valuable information. This is especially true if the question has to do with an expert industry like medicine, legal or accounting.

Expert content answers a relevant query fully, from every angle possible. It may take 1,000, 2,000, 5,000 words to provide a complete answer, but Google prefers longer, more thorough content that short content that offers nothing new. * Authority – Authority is closely related to expertise, obviously, but in an SEO content, authority refers to how well-researched your content is. If you cite respected authorities in answering a query, if you’re linked to by respected authorities or if you have a history of expert content, you’re more likely to be considered an authority on your chosen subject. * Clarity – Helpful content is easy to read and understand. It should be free of typos, grammatical errors, euphemisms, extended analogies and the like. Be direct and clear with what you’re talking about.

All of your site’s content should meet the above guidelines, as fuzzy as they may seem. The point is this – lead with your area of expertise. Answer industry-specific questions in your blog the same way you would if you were having a conversation with a potential client.

AI content tools have emerged, but Google is heavily penalizing their usage

AI-based content generating tools are the next frontier in black hat content marketing tactics. These tools claim to spin up dozens of pages of content in a short time, using data fed into the content generator. Sounds like a shortcut to success, right?

More likely, it will run your website into a ditch. Google has not trouble spotting AI-generated content, even if the typical user on your site would never know the difference. And because Google considers AI content to be non-expert by definition, it will heavily penalize any site that it catches with AI content. Stay away.

Push your content out through multiple channels to pick up and drive trafficHaving trouble coming up with more and more content? Make every content idea pull double, triple or quadruple duty by pushing it out through additional channels. For example, with a single content idea, you could:

Write a blog post or article on the subject

Record a video of you talking about it

Record a podcast discussing the subject

Craft a social media post that links to the content

Put together an image or graphic about the subject

The more ways you can present your content, the more traffic you’ll pick up through all those channels. Google can also associate this content together, so it will be more likely to present your content pages and Youtube videos on the same SERP if you place multiple types of content on your pages.

Here’s the take-home message for 2022: You need to be an expert in your fieldWe’re at the end of 2022, and in the end, this year was about the value of expertise. Google is no longer promoting websites that aren’t striving to be leaders in their industry. It wants the most knowledgeable, best communicators speaking for every industry. To achieve online success, then, the primary goal is to become a thought leader for your field, and to communicate this insight on your website.

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Search engine optimization (SEO) is one of the primary components of digital marketing and is foundational to a successful website. Proper SEO gives your website the best possible chance at securing favorable search engine listings, and those top listings are valuable. In fact, the top 3 organic listings in Google gets an estimated 80 percent … Episode 217: SEO Basics Read More »

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If you’re running an e-commerce website, then you’ve got competition. At last count, there were more than 20 million e-commerce sites in operation around the globe. Every one of those websites has the same goal – stand out, attract traffic and pick up conversions in the process. With millions of sites crowding the online picture, … Episode 216: E-commerce for Businessowners Read More »

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Each month I sit down to pick topics that are most relevant to the Digital Marketing landscape. Or, I am asked questions from clients that really can be a strong class topic. That is exactly what happened here. I had two different clients ask us to help them understand an SEO report. So out of … Episode 213: How To Read an SEO Report Read More »

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Digital marketing is a huge field, encompassing several fields of study and changing all the time. And like with any technically-heavy field, digital marketing comes with its own lingo that’s used among industry members. Here we’ll start delving into those terms and what they mean to digital marketing professionals. That way, when someone starts spitting … Episode 212: The Ultimate Glossary of SEO Terms Explained Read More »

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It seems like everyone is a web designer or an SEO expert these days. After all the years in this industry you learn to spot trends. When the economy is poor, the web designers come out of the woodwork. Everyone suddenly knows how to build a site and knows SEO. I am here to say … How to Build a Website or How to Hire Someone Who Can Read More »

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Common Mistakes That Negatively Impact Website Success Errors Errors everywhere and not a person to help. We see errors everyday. Even sometimes we miss things. But what are critical mistakes that hamper you digital marketing success. Table of Contents The Platform And the Host We will start our list of mistakes at the most fundamental … Common Mistakes That Negatively Impact Website Success Read More »

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Internet Marketing Clinic May 2022 – Topics and Schedule May 4, 2022 – 11 am – 1 pm Sponsored by: SEO Terms Explained Time: 11:00 AM Central Time (US and Canada) Join Zoom Meeting https://zoom.us/j/98185725390 Meeting ID: 981 8572 5390 One tap mobile +13462487799,,98185725390# US (Houston) +16699009128,,98185725390# US (San Jose) Dial by your location … May 2022 Internet Marketing Clinic Schedule Read More »

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Internet Marketing Clinic April 27 2022 – Topics and Schedule April 27, 2022 – 11 am – 1 pm Sponsored by: How to Audit Your Website Join Zoom Meeting https://zoom.us/j/93139418035 Meeting ID: 931 3941 8035 One tap mobile +13462487799,,93139418035# US (Houston) +16699009128,,93139418035# US (San Jose) Dial by your location +1 346 248 7799 US (Houston) … April 27 2022 Internet Marketing Clinic Schedule Read More »

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Their back! Well I think they never went away. What I’m talking about is content silos, or as ahref called them a topic cluster. On a side note, recently there was a post on twitter about how people rename things and then go Eureka, I found something new. This Eureka, whether called content hub, topic … Episode 209: All about Content Read More »

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Internet Marketing Clinic April 13, 2022 – April 13, 2022 – 11 am – 1 pm 9 Tips for Better SEO Time: 11:00 AM Central Time (US and Canada) Join Zoom Meeting https://zoom.us/j/95424156347 Meeting ID: 954 2415 6347 One tap mobile +13462487799,,95424156347# US (Houston) +16699009128,,95424156347# US (San Jose)

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When a user does a search, Google determines if they are looking for something that is either close to them in proximity, or something that is further away. But with the passage of time, more searches are being pushed into a local space, and to be successful in that space, website owners have to understand … Local SEO Tips for Getting on Google Maps Read More »

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