verbinde dich mit uns

SEO

8 Content Writing Tips From Experts In 2023

Veröffentlicht

An

8 Content Writing Tips From Experts In 2023

Der digitale Markt ist volatil und verändert sich ständig.

Everyone is competing for popular keywords, and artificial intelligence is changing content creation.

It can be a bit daunting, especially if you’re new to content writing.

So, how can you cut through the noise and write more effective content in 2023?

We’ve asked 17 industry professionals to share the wisdom they’ve learned over the years, their advice to those trying to find their way into content marketing, and their favorite tools for writing and optimization.

Julia McCoy, VP of Marketing at Content at Scale, would have told her younger self to realize the opportunity.

“It was hard to see it back then since I was at ground zero,” recalls McCoy.

“But the industry of content marketing itself had ballooned by billions of dollars since when I started. This would have given me more hope and excitement that what I did truly mattered to building not just income, but a legacy.”

Without further ado, here are their top tips:

1. Focus On Your Audience

Jamie Press, Digital Marketing Specialist At Eurisko

The best tip I can give a copywriter is to think “audience first.” This advice is straight from Brian Clark, founder of Copyblogger.

Sometimes, we go straight for the keyword tools when we’re brainstorming a piece of content; however, if we don’t know who we’re writing for, our copy won’t resonate with the reader.

Dialing into our target audience and their pain points (specific problems our audience needs solving) is the first step.


Carlijn Postma, Brand Strategist, Speaker, and Author of “Binge Marketing”

Carlijn Postma, Brand Strategist, Speaker, and Author of

One: Start bingeing.

Really? Yes. The first educational go-to database is your streaming service.

The best writers and content creators are the creators of films and series. They know how to attract and retain an audience by creating a compelling story.

And bring your notebook.

Two: Know the difference between a target group and an audience.

In content marketing, your goal is to communicate through text, video, or audio. Therefore, you need readers, viewers, and listeners. That is an audience.

There is a huge difference between a target group and an audience.

A target group is pointed out by you as the sender of the content (whether this target group likes it or not).

An audience decides for itself if it wants to be your audience. I prefer to reach and engage an audience over a target group.

Focusing on an audience will make you a better writer.

infographic about target group vs. audienceImage credit: Carlijn Postma, January 2023

Three: Always create content in series.

Now, if your goal is to attract and retain a loyal audience, you have to start creating content in series.

With only one episode, one piece of content, you just won’t be able to build an audience.

And if you are creating a series, learn from the masters: use cliffhangers at the end, and recaps at the start of an episode.

Ask yourself: “What does my audience need to know about what I wrote in previous episodes to understand this one?” This signals your audience to consume the other episodes, too.


Linda Pophal, Founder At Strategic Communications, LLC

Linda Pophal, Founder At Strategic Communications, LLC

Focus on your audience and their needs and interests – that’s all that really matters.

If you write for your audience and work to address the questions they might have, you will automatically create SEO-friendly content, because that’s what SEO is all about.

Even when my clients have specific SEO requirements, I first write the copy as I had always written it, long before SEO existed – to meet my audiences’ needs.

Then I’ll go back and “retrofit” the keywords that clients have requested; often, they’re already there and may just need to be tweaked or added to a bit.


2. Choose Quality Over Optimization

Steph Andrusjak, SEO Consultant

Steph Andrusjak, SEO Consultant

Always write with the user in mind, even when optimizing for search engines.

You can optimize an article by using keyword tools, like KeywordTool.io oder AlsoAsked, to find what queries people are searching to help you mold your article – but don’t let the quest for optimization undo the quality of your writing.

If you’re writing content to sell something, then embrace copywriting formulas to create compelling statements.

If you’re writing articles of interest, then write in a way that the end user can relate to and explain the subject as fully as possible.

Most of all, write for your audience.

If your end users are teenagers, write in a style that will appeal to them without sacrificing the image you want to present.

If the website’s main customers are business owners, then opt for a more professional, formal tone.

Making sure your content is search engine optimized doesn’t necessarily mean you have to write thousands of words.

The key is that it needs to be as long as required for you to explain your point clearly and comprehensively. This means that content can be just as effective by writing concisely.


3. Build Out Your Content With Search Intent In Mind

Rudy Mawer, CEO At Mawer Capital

Rudy Mawer, CEO At Mawer Capital

When you are just beginning your career in SEO writing, don’t forget that you write for both Google and the people who use it.

Keep these two equally important audiences in mind to maximize visibility and reach.

Quality content is essential, and Google knows this. It is pushing your content out to the world through its platform.

The better content that Google provides its users, the more likely people will use Google when they have a question.

It is essential to understand the keywords you are writing for and be able to talk about them dynamically.

You want your writing to be engaging, informative, and relevant for the reader.


Adam Berry, SEO Consultant At Adam Berry SEO Adam Berry, SEO Consultant At Adam Berry SEO

I would definitely urge my former self to write for humans, not robots!

I’ve learned that it’s important to take the time to craft meaningful sentences that are interesting and engaging to readers.

LESEN  Google Shopping Searches On Desktop Get More Visual

This means writing with more details and facts to provide context, as well as aiming for greater semantic richness.

For example, instead of simply stating a fact or opinion, try elaborating on why it’s true, or how others may feel about it, to draw readers in.

By taking this approach, I found that readers were more likely to connect with my content and leave feeling enriched by the experience.


Joe Karasin, CMO At CircleIt And Head Of Growth Marketing At DigitalWill.com

Joe Karasin, CMO At CircleIt And Head Of Growth Marketing At DigitalWill.com

One: Don’t let the new focus on AI-driven content deter you.

AI content may get technical points and be produced more quickly, but creating compelling content is something that is still a human endeavor.

At the end of the day, the search intent of most users will favor the content that holds interest, which as of right now, AI hasn’t shown it can do.

Two: Balance is key.

You might be able to craft a beautiful story with your content, but if it isn’t written with SEO in mind, it won’t rank.

However, if you write a bunch of SEO-friendly content that is boring, no one will want to read it, and it won’t rank.

Being focused on the balance is the way you will gain readers and traction in your career.

Three: Write about what people want to read.

If you are writing content for a company, you want to look at the real-life applications of the company’s products and services.

By putting the customer or reader in the central piece of your narrative, you will get others to read it and identify with the “hero” of your story.

For example, if you have created a new technology, don’t just write a post about the features. Talk about the users and how the features you want to write about are improving their lives.


Sherry Bonelli, Owner Of Early Bird Digital Marketing

8 Content Writing Tips From Experts In 2023

If you are just starting in the writing industry, I first recommend following Ann Handley and getting a copy of her “Everybody Writes” book.

Ann is an amazing writer that gives you writing tips that you can use whether you’re tasked with writing blog posts, website content, email newsletters, social media posts, ads – or anything in between. Plus, she has a great sense of humor – so she’ll make you laugh as you learn to be a better writer!

Now, when I began my writing career, I was very lucky to have a solid SEO foundation under my belt.

But looking back, I focused too much on writing for individual keywords when I should’ve spent more time writing about the topics people were searching for.

As a writer, create content about the topics people are searching for and then do more extensive keyword research about the questions people ask about the topic (and subtopics) you’re writing about.

Make sure you answer those questions thoroughly in your content. That’s the way to make your readers – and Google – happy!


4. Consider Using AI Writing Tools, But Use Them Wisely

Julia McCoy, VP Of Marketing At Content At Scale

Julia McCoy, VP Of Marketing At Content At Scale

We live in a completely new era versus the one I started in.

Today, the baseline of human content production can be assisted, if not nearly replaced, by AI tools built on top of OpenAI’s game-changing GPT language releases to write and create content.

With GPT4 on the horizon and about to launch, human content production will shift forever into an AI-assisted one.

That said, if you’re considering a writing career, don’t think there’s no need for the human. There’s a huge need for your writing skills.

It will just look different than when I started – when it was solely human-based.

My tips for you: Learn how to incorporate AI writing tools into your process. Learn how to edit, cut the fluff, and make the content that AI produces better. Learn strategy.

These skills will put you in a place where you cannot be replaced by AI.


Cai Ellis, SEO Manager At ToolTester

Cai Ellis, SEO Manager At ToolTester 

Now is not the time to completely move over to AI writing tools.

Although Google hasn’t come out and said that AI content is bad, we know that it prefers content that’s written by people for people.

With that said, it wouldn’t hurt to learn how to optimize AI content so that it’s a skill you can call on as and when needed.

We will likely see this as something that’s specifically needed from marketers in no time.

You could have a trial run of ChatGPT at home, focusing on the creation of content that’s helpful and user-first using the tool’s text as a starting point.

Other than that, the number one lesson for any new writer would have to be not to put themselves under too much pressure.

It takes time to learn how to craft the types of content that will engage and persuade.

It’s advisable to keep writing as a side hustle until you’re confident of meeting and exceeding client expectations.


Shubham Bajaj, Founder And SEO Scientist At Netsurge Technologies

Shubham Bajaj, Founder And SEO Scientist At Netsurge Technologies

With the onset of various AI writing tools and ChatGPT, it’s important for content writers who are just getting started to be able to write in a way that differentiates them from machines.

Adding your personality and character to your write-up and telling engaging stories that can keep the reader hooked are important aspects.

It is also important to note that, while it’s good to be quirky and conversational, make sure you have an NLP-friendly section that defines or provides an exact answer for the query in a format that Google or other search engines can directly use to display as a snippet.

5. Practice Writing Regularly

Jason Hennessey, Founder And CEO At Hennessey Digital

8 Content Writing Tips From Experts In 2023

Read widely and often to develop your writing skills and understand the various styles and forms of writing.

Then write every day, even if it’s just for a few minutes, to improve your writing discipline and practice your craft.

LESEN  ChatGPT's Popularity Boosts OpenAI's Value To $29 Billion

Lastly, seek feedback on your writing from others, and be open to constructive criticism.


Alex Valencia, President At We Do Web Content

Alex Valencia

If I could give my past self a piece of advice, it’d be to brush up on grammar and style rules.

For style, there’s nothing better than reading works by your favorite authors. How do they describe everyday things and situations? How do they craft sentences? What about their storytelling that hooks you in?

Then, practice, practice, practice.


Sam Hollingsworth, SEO Director At Moving Traffic Media

8 Content Writing Tips From Experts In 2023

Write more often and be less scared.

Like so many other things, we get better at writing the more that we do it (and reading).

It allows us to learn new things, experiment with new processes, and expand our skills for everything from creativity to accuracy and even speed and efficiency.


Dvir Ben-Aroya, Co-Founder And CEO At Spike

8 Content Writing Tips From Experts In 2023

For those just getting started in their writing careers, reading widely can help you develop a strong writing style.

By reading various authors and genres, you can learn about different writing techniques and styles and find inspiration for your own writing.

Practicing regularly is also important, as it allows you to improve your skills and become more proficient in your craft.

Networking with other writers can also be beneficial, as it can help you learn about the industry, find potential collaborators or mentors, and stay informed about new opportunities.

And it’s also important to be open to constructive criticism because it helps improve your writing.


Rudy Mawer, CEO At Mawer Capital

Rudy Mawer, CEO At Mawer Capital

If I could go back to the beginning of my writing career, I would tell myself that I need to spend more time reading and practicing different types of writing.

Even if you only write one specific style of writing, practicing different styles and formats of writing will strengthen your primary style by association.

It is a great mental exercise to sharpen and use the other “tools” in your writing toolbox.

For example, if you only write B2B long-form keyword-rich blog content, practicing creative writing every so often might be useful.

By doing so, you can combat writer’s block, gain additional perspectives, and have more engaging and dynamic content.


6. Find Your Rhythm And Style That Sparks Joy

Alex Valencia, President At We Do Web Content

Alex Valencia

When starting a career as a writer, it’s critical to uncover the type of writing that brings you joy.

The topics you cover should excite you, and crafting pieces should feel like a privilege.

It shows in your work when you have passion for the things you’re writing about. The energy is relaxed and confident.


Jason Hennessey, Founder And CEO At Hennessey Digital

Jason Hennessey

Focus on developing your own unique voice and style.

Writing is a highly personal and subjective endeavor, and it’s important to find your own way of expressing yourself and telling stories.

This will set your work apart and make it more likely to resonate with readers.


Sam Hollingsworth, SEO Director At Moving Traffic Media

Sam Hollingsworth

Never forget that writing is (seemingly) one of the most basic ways for humans to communicate.

Of course, like most everything in life, there are good and bad examples of it.

Be mindful of the foundational guidelines we’ve been told most of our lives but also do not lose out on creativity to do so.

I often think back to something one of my favorite journalism professors taught me (and of which he claimed one of his favorite professors taught him as a budding journalist): “Write like jazz.”

It should have rhythm, but also irregularities and improvisation that allow it to stand out. It should be enjoyable and digested with ease.


7. Learn To Overcome Setbacks And Imposter Syndrome

Kaitie Frank, Digital Marketing Copywriter At Page One Power

Kaitie Frank

Imposter syndrome is real. Kick it out the door and have confidence in your writing!

Read examples of great work, then put your spin on it.

Also, triple edit:

  • Edit on-screen.
  • Print it out and edit.
  • Have another set of eyes look at it.

Don’t let people bully you into submission. I spent too much time at a job where I was told I wasn’t good enough, and that made me lose confidence in my writing.

Instead, find a place where mentors help you grow and develop your skills, not knock you down because you don’t write exactly like them.


Dvir Ben-Aroya, Co-Founder And CEO At Spike

Dvir Ben-Aroya

If I could go back to the beginning of my writing career, I would advise myself to be more persistent.

Writing is a challenging and competitive field, and it can take a lot of time and effort to succeed.

It’s important not to give up too easily and to keep working towards your goals, even when faced with rejection or setbacks.


8. Grow Your Network And Portfolio

Monika Nozinic, Copywriter at Async Labs

8 Content Writing Tips From Experts In 2023

My advice to those who are just getting started in their writing careers would be:

  • Read and study as much as you can. Look at the work of famous copywriters and see what you can learn from them.
  • Write every day to develop your skills and build a writing routine. The more you write, the better you’ll get at it.
  • Get feedback. Show your work to other people and see what they think.
  • Learn SEO. Understanding SEO will help you to write copy that ranks well in search engines.
  • Network with other writers and industry professionals.
  • Know your audience. Understand who you’re writing for and what they need.
  • Be adaptable. Copywriting constantly evolves, so be prepared to learn new things and adapt to new trends.
  • Practice makes perfect. Keep practicing and experimenting until you find your voice and style.
  • Learn about the industry you’re writing for. This way, you’ll be able to understand their language and speak to their pain points and goals.
  • Be passionate. Copywriting is a creative field, so bring your passion for working, and it will shine through in your writing.
LESEN  E-commerce SEO: The Beginner's Guide

The advice I would now give myself at the start of my career would be to connect with other copywriters and content creators. Ask them to be my mentor for a week or two.

Also, I would tell myself to develop thicker skin and persistence, as rejection and criticism are a normal part of the writing process, which I learned, sometimes the hard way, along the way.


Adam Berry, SEO Consultant At Adam Berry SEO

Adam Berry, SEO Consultant At Adam Berry SEO

Take time to build your portfolio.

You’ll want to start collecting samples of your work as soon as possible; these will be invaluable when applying for jobs or searching for opportunities.

Make sure each piece is polished and showcases your best writing ability.


Experts’ Favorite Tools For Content Writing And Optimization

Grammarly And Hemmingway

Alex Valencia’s top writing tool is Grammarly, and he says that “every professional should use it (#notanad).”

“It’s taught me a lot about my writing style and how to improve it. For keyword research, I use Semrush,” Valencia shares.

Shubham Bajaj suggests Grammarly and Hemingway “for avoiding grammatical errors and ensuring that your content is structured properly, especially when starting and you have a low to zero budget to spend on tools.”

“Once you have some budget to spend, consider subscribing to advanced tools like ProWritingAid,” Bajaj recommends.

Surfer SEO

“When it comes to writing tools, there are oodles of SEO tools out there that have content tools built in. (Some are definitely better than others.) One of my favorite tools for optimizing content is Surfer SEO,” says Sherry Bonelli.

“Surfer SEO takes the keyword you’re trying to optimize your content for and analyzes your content against the top-ranking webpages.

Then it shows All words and Natural Language Process (NLP) words so you can see if you’re overusing some words – or not using words that you perhaps should use. (Like maybe you didn’t even think about including a word or topic in what you were writing!)

Surfer SEO can really take your writing optimization to the next level. I’d highly recommend you play around with it.”

8 Content Writing Tips From Experts In 2023Screenshot from Surfer SEO, modified by author, January 2023

“Don’t be afraid to use tools to your advantage,” advises Rudy Mawer.

“You are writing search engine-centric content; the internet has many resources and tools to help make your job easier and your writing more effective.”

Mawer loves using Surfer SEO as well. “Its content editor gives you a real-time score of your content’s strength for the keyword you are trying to rank for, NLP keyword suggestions, and a competitor analysis.”

Yoast SEO

Dvir Ben-Aroya’s favorite tools for content writing and optimization include Grammarly, Hemingway, Yoast SEO, and Google Analytics.

“Grammarly and Hemingway are writing tools that can help you improve your grammar, style, and readability.

Yoast SEO is a plugin that can help you optimize your content for search engines, and Google Analytics is a tool that allows you to track the performance of your content, including pageviews, bounce rate, and conversion rate.

These tools are very helpful in making your content more effective and engaging for your target audience,” explains Ben-Aroya.

Content At Scale

Julia McCoy saves up to seven hours per piece by using Content at Scale, “a long-form AI content writer that does everything for you – even SEO research and optimization.”

“It’s utterly insane to realize we’re here in an era where AI can replace hours and hours of grunt work at a fraction of the cost,” McCoy notes.

She also loves KWFinder for easy, simple, enjoyable keyword research and enjoys having ChatGPT for writing email outlines, topic ideas, and lists.

Otter.ai

Linda Pophal does a lot of interviews with subject matter experts and sources, and Otter.ai helps her accomplish the task.

“Otter.ai is great for recording and transcribing these interviews automatically so I can focus on what the sources are saying without worrying about missing anything,” says Pophal.

“I also like Grammarly, Hemingway App, and AP Styleguide online, and have begun experimenting a bit with ChatGPT, not to actually write my content but to help with outlining and getting a head start in fleshing out ideas,” she adds.

Reddit

Cai Ellis finds Answerthepublic Und Reddit great for content inspiration.

“If you’re writing on a niche topic, diving into that Subreddit is the best way to get authentic and unique insight quickly,” Ellis recommends.

Joe Karasin also uses Reddit and Quora for topic research and to learn what people are talking about surrounding your topics.

“There are probably questions your audience has that you haven’t even considered. Write about those topics, and you’ll experience success,” Karasin advises.

Google Search And Suite

Jamie Press goes for a simple Google Doc for writing and collaborating with colleagues and clients.

Kaitie Frank uses good ol’ Google for research and optimization.

She believes that the “SERPs (search engine results pages) will tell you all you need to know about which headers to use and which information to include.”

Sam Hollingsworth shares a similar outlook.

“Like many old-school journalists, I don’t rely too heavily on many tools to help me optimize content or even come up with ideas to write about, but it’s nice to have them when needed.

It’s amazing how much direction and ideas we can get from free resources like Google Keyword-Planer, as well as traditional Google Search.”

“For help optimizing content, MarketMuse Und Frase are great tools to have available in your efforts,” Hollingsworth adds.

Editor’s note: All interviews have been lightly edited for clarity, brevity, and adherence to our Editorial Guidelines. The views expressed by the interviewees in this column are theirs alone and do not necessarily represent the view of Search Engine Journal.

Mehr Ressourcen:


Ausgewähltes Bild: Roman Samborskyi/Shutterstock



Quellenlink

Behalten Sie im Auge, was wir tun
Seien Sie der Erste, der neueste Updates und exklusive Inhalte direkt in Ihren E-Mail-Posteingang erhält.
Wir versprechen, Sie nicht zuzuspammen. Sie können sich jederzeit abmelden.
Ungültige E-Mail-Adresse
Zum Kommentieren klicken

Hinterlasse eine Antwort

Ihre E-Mail-Adresse wird nicht veröffentlicht. Erforderliche Felder sind mit * markiert

SEO

Microsoft Advertising Boosts Analytics & Global Reach In June Update

Veröffentlicht

An

Microsoft Advertising Boosts Analytics & Global Reach In June Update

Microsoft Advertising details several important updates and expansions in its June product roundup.

The new tools and features aim to enhance website performance analytics, improve cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms.

Introducing Universal Event Tracking Insights

This month’s standout news is the introduction of Universal Event Tracking (UET) insights, a feature that gives advertisers a deeper understanding of their website’s performance.

The new feature requires no additional coding and will enhance the capabilities of existing UET tags.

“We’re introducing UET insights, a valuable new feature that we’ll add to your existing UET tags with no additional coding required from you. You’ll get a deeper understanding of your website’s performance and also enable Microsoft Advertising to optimize your ad performance more effectively via improved targeting, fraud detection, and reduced conversion loss.”

The new insights tool will roll out automatically starting July 3.

Cross-Device Conversion Attribution Update

Microsoft Advertising is introducing a cross-device attribution model later this month.

This update will enable advertisers to track and connect customers’ conversion journeys across multiple devices and sessions.

Microsoft explains the new feature in a blog article: “For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”

LESEN  ChatGPT's Popularity Boosts OpenAI's Value To $29 Billion

While the update doesn’t introduce new features or settings, advertisers may notice a slight increase in the number of conversions due to improved accuracy.

Expanding to New Markets

In line with its expansion push throughout 2022, Microsoft Advertising announces it’s expanding its advertising reach to 23 new markets.

The new additions include diverse locations ranging from Antigua and Barbuda to Wallis and Futuna.

This expansion allows advertisers to reach their audiences in more parts of the world.

Seamless Integration With Pinterest & Dynamic Remarketing

Microsoft Advertising is releasing Pinterest Import in all markets via the Microsoft Audience Network (MSAN), allowing advertisers to import campaigns from Pinterest Ads.

Further, Dynamic remarketing on MSAN for Autos, Events & Travel is now available in the US, Canada, and the UK.

The remarketing tool enables advertisers to use their feeds to create rich ad experiences on the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.

In Summe

Key takeaways from the June product roundup include the automatic rollout of UET Insights starting July 3, introducing a new cross-device attribution model, expanding into 23 new global markets, and enhanced integration with Pinterest via the Microsoft Audience Network.

These developments collectively offer advertisers increased insight into campaign performance, improved accuracy in conversion tracking, and more opportunities to reach audiences worldwide.

LESEN  LinkedIn Expands Audio Events To All Users

Quelle: Microsoft
Featured Image: PixieMe/Shutterstock



Quellenlink

Behalten Sie im Auge, was wir tun
Seien Sie der Erste, der neueste Updates und exklusive Inhalte direkt in Ihren E-Mail-Posteingang erhält.
Wir versprechen, Sie nicht zuzuspammen. Sie können sich jederzeit abmelden.
Ungültige E-Mail-Adresse
Weiterlesen

SEO

Die versteckten Schätze von Apple Safari 17: JPEG XL und Schriftgrößenanpassung

Veröffentlicht

An

Die versteckten Schätze von Apple Safari 17: JPEG XL und Schriftgrößenanpassung

Apple’s recently announced Safari 17 brings several key updates that promise to enhance user experience and web page loading times.

Unveiled at the annual Worldwide Developers Conference (WWDC23), two new features of Safari 17 worth paying attention to are JPEG XL support and expanded capabilities of font-size-adjust.

As Safari continues to evolve, these updates highlight the ever-changing landscape of web development and the importance of adaptability.

JPEG XL: A Game Changer For Page Speed Optimization

One of the most noteworthy features of Safari 17 is its support for JPEG XL, a new image format that balances image quality and file size.

JPEG XL allows for the recompression of existing JPEG files without any data loss while significantly reducing their size—by up to 60%.

Page loading speed is a crucial factor that search engines consider when ranking websites. With JPEG XL, publishers can drastically reduce the file size of images on their sites, potentially leading to faster page loads.

Additionally, the support for progressive loading in JPEG XL means users can start viewing images before the entire file is downloaded, improving the user experience on slower connections.

This benefits websites targeting regions with slower internet speeds, enhancing user experience and potentially reducing bounce rates.

LESEN  11 Tipps zur Optimierung von Performance-Max-Kampagnen

Font Size Adjust: Improving User Experience & Consistency

Safari 17 expands the capabilities of font-size-adjust, a CSS property that ensures the visual size of different fonts remains consistent across all possible combinations of fallback fonts.

By allowing developers to pull the sizing metric from the main font and apply it to all fonts, the from-font value can help websites maintain a consistent visual aesthetic, which is critical for user experience.

Conversely, the two-value syntax provides more flexibility in adjusting different font metrics, supporting a broader range of languages and design choices.

Websites with consistent and clear text display, irrespective of the font in use, will likely provide a better user experience. A better experience could lead to longer visits and higher engagement.

Reimagining SEO Strategies With Safari 17

Given these developments, SEO professionals may need to adjust their strategies to leverage the capabilities of Safari 17 fully.

This could involve:

  • Image Optimization: With support for JPEG XL, SEO professionals might need to consider reformatting their website images to this new format.
  • Website Design: The expanded capabilities of font-size-adjust could require rethinking design strategies. Consistent font sizes across different languages and devices can improve CLS, one of Google’s core web vitals.
  • Performance Tracking: SEO professionals will need to closely monitor the impact of these changes on website performance metrics once the new version of Safari rolls out.
LESEN  How To Use Chrome UX Report To Improve Your Site Performance

In Summe

Apple’s Safari 17 brings new features that provide opportunities to improve several website performance factors crucial for SEO.

Detailed documentation on these Safari 17 updates is available on the official WebKit blog for those interested in delving deeper into these features.


Featured Image: PixieMe/Shutterstock



Quellenlink

Behalten Sie im Auge, was wir tun
Seien Sie der Erste, der neueste Updates und exklusive Inhalte direkt in Ihren E-Mail-Posteingang erhält.
Wir versprechen, Sie nicht zuzuspammen. Sie können sich jederzeit abmelden.
Ungültige E-Mail-Adresse
Weiterlesen

SEO

John Mueller von Google bittet um Rat bei der Einstellung von SEO-Beratern

Veröffentlicht

An

John Mueller von Google bittet um Rat bei der Einstellung von SEO-Beratern

Google Search Advocate, John Mueller, has turned to Twitter seeking advice on what to consider when hiring an SEO consultant.

He posed the question on behalf of someone running an animal park, indicating the need for a local SEO consultant to enhance their online presence.

“Does anyone have recommendations in terms of people/companies & things to watch out for when picking one?” Mueller asked in his tweet, “How do you separate the serious from the less-serious folks?”​

Here’s a look into the ensuing conversation, including a range of insights into what you should look for when hiring SEO professionals.

Cost Considerations In SEO Consultancy

One of the replies to Mueller’s tweet highlighted the cost-sensitive nature of SEO consultancy.

Kris Roadruck emphasized that most low-budget local SEO services, charging below $1000 per month, are “chop-shops” offering minimal service.

He claims these services follow a generic formula and warned that’s the level of quality businesses can expect unless they expand their budget.

Roadruck states:

“This is unfortunately budget-sensitive. Nearly all the folks that do low-budget local SEO (Sub $1000/mo) are chop-shops doing very little indeed and just following a generic formula performed by underpaid folks. Sadly this is the price range most local companies can afford unless they are attorneys, dentists, or some other high value service based biz.”

“This is painfully true,” reads a reply to his tweet.

Look For Experienced SEO Agencies

Isaline Muelhauser responded to Mueller’s tweet by suggesting that a local agency could be a helpful resource.

She highlights the advantages of working with an agency that operates in the same area as the business requiring local SEO services:

“Chose someone who’s experimented in local SEO and understands the local market.
E.g. for Local SEO we manage multilingualism and often low [monthly search volume].
The animal park owner should feel that their business is understood not receive a general pitch deck.”

To that end, it helps to ensure the agency you hire is familiar with the tools of the trade.

LESEN  SEO best practice: How to write effective title tags in 2022

An individual who goes by the handle SEOGoddess on Twitter states:

“If the local SEO company knows what @yext or @RenderSeo is then that’s the first step in trusting they know what they’re doing. From there it’s a matter of drafting up a good strategy and knowing how to help execute on it.”

Insights From The Twitter Exchange

The Twitter thread sparked a variety of responses. However, these key topics were left unexplored:

  • Specific criteria or red flags to watch out for when evaluating potential SEO consultants.
  • Concrete examples or case studies demonstrating successful SEO strategies (bonus points for businesses like an animal park.

To address these gaps, let’s look at a successful SEO strategy for a local business dealing with animals.

The most relevant case study I could find is from Step 5 Creative, who performed local SEO services for Deer Grove Animal Hospital in Illinois.

This case study shows what’s involved in a comprehensive SEO approach and what you should expect from an experienced agency.

Takeaways From A Successful SEO Strategy

The first step in Step 5’s SEO campaign was a thorough onboarding process, which included the following:

  • Creating meta titles and descriptions
  • Conducting a URL audit
  • Ensuring a mobile-friendly site
  • Setting up proper page structures
  • Internal navigation audit
  • Implementing local business structured data.
LESEN  9 Things To Optimize On An Ecommerce Site To Drive Sales

The above steps aim to improve a site’s visibility to human visitors and search engine bots.

Step 5’s strategy also involved ensuring the business was listed in local online directories and had a complete Google Business Profile.

Keyword reassessment was another crucial step. The team monitored clickthroughs and positions for targeted keywords and adjusted their strategy accordingly.

The team conducted extensive keyword research, experimenting with different variations of keywords to see which yielded better results.

Reviewing the animal hospital’s traffic acquisition report and bounce rate helped the Step 5 Creative team understand where visitors came from and how they interacted with the site. This information allowed them to improve the user experience and encourage better traffic flow.

Lastly, the team underscores the need for continual updates for long-term success. This refers to the earlier point of working with an SEO consultant committed to staying current with best practices.

Criteria & Red Flags in SEO Consultancy

In the complex world of SEO, it’s essential to differentiate between “serious” and “less-serious” consultants.

Serious consultants are invested in understanding your business, industry, and specific needs.

In contrast, less-serious consultants might offer generic services not catering to your unique requirements.

Here are additional criteria to consider and red flags to watch for when hiring an SEO professional:

  • Customized Strategy: A serious SEO consultant will take the time to understand your business, its goals, and its challenges and design a tailored SEO strategy accordingly.
    • A consultant offering a one-size-fits-all solution without understanding your needs could be a red flag.
  • Transparency: Reputable SEO consultants will be open about their methods and strategies and able to explain them in terms you understand.
    • Beware of consultants who promise immediate results or use jargon to confuse you.
  • Track Record: Look for consultants with a proven track record of success. They should be able to provide case studies or references from previous clients.
    • Consider this a red flag if a consultant is unwilling or unable to provide evidence of their success.
  • Continual Learning: SEO is a constantly changing field. Serious consultants will stay up-to-date with the latest SEO trends and algorithm changes.
    • Be cautious of consultants who rely on outdated practices.
  • Ethical Practices: A serious SEO consultant adheres to ethical SEO practices, often called “White Hat SEO.”
    • Avoid consultants who suggest or employ unethical practices, known as “Black Hat SEO,” such as keyword stuffing or hidden text.
LESEN  The Search Engine Watch Top 5!

In Summe

The Twitter conversation initiated by Google’s John Mueller provided valuable insights into what to consider when choosing an SEO professional.

Cost shouldn’t be the sole factor, as low-budget services often deliver minimal results.

Instead, prioritize experienced SEO agencies that understand the local market and have a track record of success.

Look for consultants knowledgeable about industry tools who can develop a customized strategy tailored to your business’s needs.

Other essential factors include transparency, a proven track record, continual learning, and adherence to ethical practices.

By following these guidelines, you can make an informed decision when hiring an SEO consultant that will help your business thrive in the digital landscape.


Ausgewähltes Bild, erstellt vom Autor mit Midjourney. 



Quellenlink

Behalten Sie im Auge, was wir tun
Seien Sie der Erste, der neueste Updates und exklusive Inhalte direkt in Ihren E-Mail-Posteingang erhält.
Wir versprechen, Sie nicht zuzuspammen. Sie können sich jederzeit abmelden.
Ungültige E-Mail-Adresse
Weiterlesen

Im Trend

de_DE_formalDeutsch (Sie)