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Aleyda Solis on how to get tech SEO fixes done
Getting your technical SEO recommendations greenlit by C-suite is one thing. Actually getting them implemented? Quite another.
With this in mind, I’ve developed a framework to help you get buy-in from the stakeholders who will carry out your recommendations.
1. Set the foundations for partnership with devs and product
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Understand the goals and workflows of other stakeholders
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Create a technical SEO knowledge base
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Communicate regularly with external teammates
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2. Strengthen communication for better implementation and outcomes
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Explain how each task impacts KPIs
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Approach collaboration with flexibility
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Communicate wins—not just issues
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3. Prioritize your technical SEO recommendations
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Avoid fixing every SEO issue flagged by tools
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Start with the tasks that are most impactful and easiest to implement
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Avoid using proprietary third-party metrics in your reporting
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4. Validate technical SEO execution
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Define how you’ll measure progress
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Test before you publish
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Validate recommendations and agree on an execution timeline
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Happy reading,
Aleyda Solis
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Pointers from the pros
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Gaetano DiNardi
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Growth advisor
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How to build an SEO strategy from the ground up
In a recent episode of SERP’s Up, Gaetano spoke about how he created a successful SEO strategy from scratch. Here are some of the main points Mordy took away:
1. Start by going all-in on one thing: It’s easy to get caught up trying to do everything from the get-go. It pays to hone in on the product or service that is core to the business and focus almost exclusively on that.
As Gaetano said, “Hammer one thing and go all in and say, ‘All right, that other stuff is going to have to come later.”
2. Think more broadly than your URLs ranking: You want to create momentum and increase your digital presence. Not only will that help diversify the channels relied upon for traffic but it also helps to establish your overall brand presence across the web which can impact rank performance in a variety of ways.
In Gaetano’s case, they focused on getting their product reviewed and listed by other websites.
3. Understand your audience’s outlook even if it runs counter to your own: Don’t be afraid to take up user concerns that the product or service might not be worth it. Whatever the user’s pain points are—base your content strategy around them even if it might seem a bit uncomfortable.
Gaetano realized his client was facing a very skeptical audience so he leaned into it and used that as the foundation of his keyword targeting. He knew that a good portion of his audience looked at the client’s services as “marketing hype to try get me to buy stuff."
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Newsflash
Mordy Oberstein
While (at the time of writing) the Google March 2024 core update is still rolling out (see some of my insights on the update thus far), the March 2024 spam update is now complete.
The spam update includes new policies around expired domain abuse and scaled content abuse (the latter produced an incredible amount of manual action penalties). Come May, Google’s spam algorithms will also combat what is commonly known as parasite SEO.
See ranking movement? Not sure if you’ve been impacted by the March 2024 core update or the March 2024 spam update? Rule of thumb: If you’re not engaged in nefarious spamming activities bank on the rank changes being related to the core update over the spam update.
Onto some AI in SEO news:
There’s been a lot of speculation that Google will roll out SGE during its i/o event in May. This is as Google has begun testing SGE in the wild , for users who are not part of the Search Labs program. However, Google has yet to confirm any roll-out date, so at this point it’s still very much a guessing game.
Google did announce a slew of new features for local and shopping results, many of which rely on AI. These features include the ability to create an AI-generated trip itinerary on Google, as well as swipeable style recommendations that will help Google show results that are to your liking as you search.
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How do you grow and monetize a newsletter?
Here's the process we leverage to help creators at my agency, Good People Digital.
Step 1: Create a lead magnet
A lead magnet is valuable information you give your audience in exchange for their contact information. The more pressing the problem it solves, the better.
Examples include checklists, worksheets, email courses, video training, prompts/scripts, templates/databases, and previews of paid content.
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Step 2: Promote your lead magnet on social media
You can have the best lead magnet in the world, but you still need to promote it. Social media is a great way to do so, since you already know the specific channels your audience will spend the most time on.
Share key takeaways from your lead magnet on social media. This is how you prove your value before asking your audience to commit.
Step 3: Nurture your new audience with welcome emails
A welcome email sequence is your way of rolling out the red carpet for new members of your audience and creating a great first impression.
Crafting a standout welcome email series not only starts your relationship on the right path, it also builds momentum and can even boost sales and conversions.
Step 4: Turn past newsletters into blogs
Repurposing your newsletter as a blog not only helps you get more eyeballs on your content, it can boost your SEO as well.
Select the newsletter issues that sparked the most conversation and engagement for your website, showcasing the best of what you offer.
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Does AI content rank?
Get fresh insight into Google’s approach for ranking AI-generated content. Plus, learn strategies to help yours perform better in search from marketing podcaster, John Wall.
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Live SEO Audit: AI assisted content
Submit your site to have it live audited by a panel of SEO experts—and learn how to turn good AI content into great AI content.
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In the pipeline
Next month, SEO Product Manager Abby Gleason shares why searchers are using Google to look for expertise-driven content on Reddit. Watch this space for tips on how to leverage Reddit’s best practices for your own SEO.
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