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14 SEO Tips for More Traffic in 2022

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14 SEO Tips for More Traffic in 2022

Everyone wants to rank higher on Google. But in 2022, it’s arguably more challenging than ever before.

But that doesn’t mean it’s impossible, as you can see from the fact that our blog ranks on the first page for over 11,600 keywords:

Number of keyword rankings for the Ahrefs blog, via Ahrefs' Site Explorer

Today, I want to share a few simple SEO tips that helped us get there.

Here are the tips:

  1. Stop focusing on things that don’t matter
  2. Keep search intent top of mind, always
  3. Craft compelling title tags
  4. Refresh declining content
  5. Boost important pages with internal links
  6. Improve page experience signals
  7. Double-dip on mixed intent keywords
  8. Include FAQ sections
  9. Include expert quotes
  10. Optimize for low-hanging featured snippets
  11. Upgrade image backlinks
  12. Fix dead pages with backlinks
  13. Run an annual content audit
  14. Build more backlinks

1. Stop focusing on things that don’t matter

Here’s the reality in 2022: Half of the stuff you read online about SEO is nonsense.

This is hardly surprising given the increasingly noisy world we live in, but it does mean that it’s easy to end up wasting time implementing SEO advice that won’t move the needle.

Let’s go through some of this advice real quick:

  • Use LSI keywords. LSI keywords don’t exist. Google’s John Mueller himself has said so. Learn why in my guide to LSI keywords.
  • Get green lights in Yoast. This won’t hurt anything, but it’s unlikely to help much either. Don’t waste your time.
  • Write long-form content because it ranks better. This is a myth. Learn why (and what to focus on instead) in my guide to long-form vs. short-form content.
  • Use an exact-match domain. This advice is straight from 1999. Branded, memorable domains are better.
  • Get social signals. Google says they’re not important. At best, social engagement can indirectly lead to things that help SEO, as Sam explains in this video.

If you want to take your SEO to the next level in 2022, spend more time focusing on what matters and less on what doesn’t. Leave time-wasting nonsense like “LSI keywords” to your competitors.

2. Keep search intent top of mind, always

If you want to rank on Google, you need to create the kind of content that searchers are looking for. This is known as aligning your content with search intent, and it’s arguably the most important thing to get right in SEO.

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For example, let’s say you sell video games online and want to rank for “scary video games.” Your first thought might be to create a product category page listing all the scary video games you sell.

This would be a mistake because it’s not what searchers are looking for.

If you look at the top-ranking pages in Google for this keyword, you’ll see that every single one is a blog post listing scary video games:

Top-ranking pages for 'scary video games' - which are all listicles

Even if you want to rank a product category page, it’s probably never going to happen because Google knows that searchers want to learn, not buy. You’d be much better off writing a blog post and linking to the product pages for the games you sell from there.

Recommended reading: Searcher Intent: The Overlooked ‘Ranking Factor’ You Should Be Optimizing For

In August 2021, Google announced changes to how it generates webpage titles in search results. It now relies less on title tags and more on other text on the page, like H1 tags.

How much less?

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Our study shows that Google is now 32.86% more likely to “rewrite” title tags. That might sound like a lot, but we also found that Google rewrites title tags only 33.4% of the time.

Pie-chart showing the percentage of title tags Google rewrites

In other words, the title Google shows in the search results is the same as the page’s title tag two-thirds of the time. For that reason, if you want people to click on your site in the search results, it’s still important to write compelling title tags in 2022.

4. Refresh declining content

Even if your site’s organic traffic went through the roof last year, some of your pages inevitably declined. This is just how things are; rankings rarely last forever, so you need to make a conscious effort to refresh and republish content that starts to decline.

Here’s how to find declining content using Google Search Console:

  1. Go to the Search results report
  2. Click the Date filter and select Compare mode
  3. Choose “Compare last 6 months to previous period”
  4. Hit Apply
  5. Click the “Pages” tab in the table
  6. Sort the results by “Clicks Difference” from low to high
Declining pages in Google Search Console

From here, look for pages that are likely freshness-dependent. In other words, pages that might have deteriorated in value or usefulness since publication.

An example for us is our list of the top Google searches, which has declined massively in the last six months and could do with a refresh.

In terms of how to do this, the best starting point is to make sure your page still aligns with search intent (see #2). If nothing looks amiss there, see if your page neglected any important subtopics that searchers might be looking for. Here’s how to do that in Ahrefs:

  1. Paste the URL of your page into Ahrefs’ Site Explorer
  2. Go to the Content Gap report
  3. Paste in the URLs of two to three similar top-ranking pages
  4. Click Show keywords

You’ll now see a list of keywords that competing pages rank for but you don’t. Look through them and see if you can pluck out any subtopics.

For example, if we run a content gap analysis for our top Google searches post, we see quite a few keywords related to the most Googled questions:

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Content gaps for our top Google searches post

This isn’t something we included in our post, so it might be worth refreshing the content and adding it to make it more complete.

Internal links are links from one page on your website to another. They help visitors get from page to page, distribute PageRank around your site, and help Google to understand your content.

You can find relevant internal linking opportunities in a few ways, but the Link opportunities report in Ahrefs’ Site Audit is arguably the easiest and quickest. Here’s how to do it:

  1. Sign up for a free Ahrefs Webmaster Tools (AWT) account
  2. Crawl your site with Site Audit
  3. Go to the Link opportunities report

You’ll see a list of source pages, keywords, and target pages. The source page is where we suggest you link from, the target page is where we suggest you link to, and the keyword is a suggested anchor text.

Internal linking opportunity via Ahrefs' Site Audit

There will likely be a lot of suggestions here, so it’s worth initially focusing on adding internal links to your most important pages. To do this, enter the URL of an important page in the search filter and switch the match type to “Target page.”

For example, we see 140 internal linking opportunities for our beginner’s guide to keyword research:

Internal linking opportunities to our keyword research guide via Ahrefs' Site Audit

6. Improve page experience signals

Google rolled out its page experience update on mobile in 2021. In February 2022, the company began rolling it out on desktop.

Here are the factors it includes for desktop:

  • Core web vitals
  • HTTPS
  • Absence of intrusive interstitials

You’ll probably already know if you have intrusive interstitials (if not, check Google’s advice here), and you should have switched to HTTPS years ago. That leaves Core Web Vitals, which are speed metrics that measure user experience like visual load, visual stability, and interactivity.

To check if your Core Web Vitals need work, use the Core Web Vitals report in Google Search Console or the Performance report in Ahrefs’ Site Audit.

Page experience signals via the Performance report in Ahrefs' Site Audit

important

Page experience signals like Core Web Vitals are important for SEO, but it’s important to keep a level head. As Patrick Stox notes in his guide to CWV, Core Web Vitals are one of over 200 ranking factors. They’re unlikely to be a particularly strong signal, but it’s always worth improving them if they’re poor to give your visitors a better experience. The SEO benefits are just the icing on the cake.

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7. Double-dip on mixed intent keywords

Not all searchers are necessarily looking for the same thing when they type a keyword into Google. For example, if you look at the search results for “on page SEO,” there’s a mix of guides, definitions, and lists.

Example of a mixed intent keyword

This is known as a mixed intent keyword. Some searchers just want to know what on-page SEO is, and others want to learn everything about it.

If you don’t already rank for a mixed intent keyword, our advice is to create content for the dominant intent. In the case of “on-page SEO,” this seems to be a guide. You might have noticed that we already have one of these and currently rank in position #4.

However, if you already rank for a mixed intent keyword, there may be an opportunity to “double dip” to win what effectively amounts to multiple first-page rankings thanks to indented sitelinks.

This is what Yoast managed to do for the keyword “canonical URL”:

Indented sitelinks in the SERP

You can see that its definition post ranks on the first page, but Google shows its ultimate guide to rel=canonical in an indented sitelink below. This gives Yoast more SERP real estate and almost certainly sends it more organic traffic from this keyword.

When researching a topic, you’ll often come across many related questions people are searching for. For example, here’s what we see if we plug “H1 tag” into Keywords Explorer and check the “Questions” report:

Frequently asked questions about the H1 tag, via Ahrefs' Keywords Explorer

Unfortunately, it’s usually quite hard to weave answers to all of these questions into a post’s narrative. That’s not ideal because you’re unlikely to rank for questions that you don’t answer, which can cause you to miss out on long-tail traffic.

One way to solve this is to answer any relevant unanswered questions in an FAQ section at the end of your post, as we did in our guide to H1 tags:

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FAQs section in our guide to H1 tags

You can see that one of the questions we answered here relates to the length of H1 tags. We included this because we noticed that people are searching for this in various ways in Keywords Explorer:

Queries people are searching for relating to H1 length, via Ahrefs' Keywords Explorer

Now we rank on Google when people are searching for this answer:

Our page ranking for the query 'h1 tag length' thanks to including an FAQ section answering this question

Nobody knows everything about everything. So although you should possess knowledge on a topic you’re publishing content about, there are almost certainly still going to be gaps in said knowledge.

To solve that, consider including expert quotes in your content.

Here are two SEO benefits of this:

  1. Improve E‑A-T. This stands for expertise, authoritativeness, and trust. Google reps say this isn’t a direct ranking factor but that they “use a variety of signals as a proxy to tell if content seems to match E‑A-T.”
  2. Can lead to more links. People quoted in your content are likely to share it on social media—especially if you ask them to. This promotion leads to more eyeballs on your content which, in turn, can lead to more backlinks.

Just to prove that this isn’t all hypothetical, our off-page SEO guide included quotes from four well-known SEOs. Two of them shared it on Twitter:

It’s difficult to say whether we earned links directly from this, but the fact that it boosted our post’s E‑A-T likely indirectly led to more links.

Featured snippets are excerpts from top-ranking pages that show up in the search results.

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Example of featured snippet in the SERP

If you can win the featured snippet for a high-volume term, you can often shortcut your way to the #1 position and dramatically increase organic traffic to your page.

However, some featured snippets are easier to win than others, so it pays to prioritize low-hanging opportunities. Specifically, the keywords with decent monthly search volumes where you currently rank in the top 10 and Google already shows a featured snippet.

Here’s how to find these keywords in Ahrefs’ Site Explorer:

  1. Enter your domain
  2. Go to the Organic keywords report
  3. Filter for keywords in positions #1–10
  4. Use the SERP features filter to filter for keywords that trigger featured snippets “where target doesn’t rank”
Top 10 rankings where the site doesn't own the featured snippet, via Ahrefs' Site Explorer

It’s then a case of looking for featured snippets that contain information you haven’t included on your page. After all, there’s no way Google can pull the snippet from your page if the information it’s looking for isn’t there.

For example, we rank #2 for “google operators” after this snippet:

Our ranking position for 'google search operators'

You can see that the snippet is a definition, which we didn’t include on our page. So winning this snippet could be as simple as writing our own definition and adding it to our page, which would likely take just a few minutes.

If you have custom illustrations or infographics on your site, others may embed them in their content. They’ll usually link back to the image source when doing this, but not always. Sometimes they’ll link to the image file itself.

This isn’t ideal from an SEO perspective because any “authority” from that link doesn’t go anywhere useful. It would likely be better if the link pointed to the source page instead of the image file.

For example, here’s an image from our guide to long-tail keywords embedded in one of Mention’s blog posts:

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Example of a backlink pointing to an image file

You can see above that the “source” link points directly to the image file, not the blog post. So it would probably be worth reaching out to the post author and asking them to swap out the link.

But how do you find these issues in the first place?

Here’s how to do it in Ahrefs’ Site Explorer:

  1. Enter your domain
  2. Go to the Backlinks report
  3. Search for .jpg or .png in the Target URL
Image file backlinks via Ahrefs' Site Explorer

If you spot any links that you’d like to “upgrade,” reach out to the author or site owner.

Backlinks to dead pages are effectively wasted. They’re not helping the page rank because it no longer exists, and they’re probably not helping other pages rank much either.

For that reason, it makes sense to check for dead pages with backlinks and fix them periodically.

Here’s how to find them:

  1. Crawl your site with Ahrefs’ Site Audit
  2. Go to the Internal pages report
  3. Click the “404 page” error (if it’s there)
  4. Add a referring domains column to the report and sort from high to low
Dead pages with backlinks via Ahrefs' Site Audit

Here’s how to fix them:

Flowchart explaining how to deal with broken links

Just make sure to redirect the dead page somewhere that makes sense. Otherwise, Google might see the redirect as a soft 404, and its links won’t count.

13. Run an annual content audit

A content audit is where you analyze the pages on your website to see if they’re performing as intended. You then make decisions about whether to update, consolidate, or delete underperforming pages.

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For example, according to Ahrefs, our post about e‑commerce marketing gets no organic traffic:

Example of a blog post getting no organic traffic, via Ahrefs' Site Explorer

To fix that, we need to take action. We either need to improve and update the content, consolidate it by redirecting to another similar post, or delete it and give up on ranking for this topic.

To figure out which action to take, we follow this content audit process.

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between a page’s referring domains (linking websites) and its organic search traffic.

The correlation between referring domains and organic search traffic

This doesn’t necessarily mean that your page needs hundreds or thousands of backlinks to stand a chance at ranking. It depends on how competitive the topic is.

For example, all of the top-ranking posts for “keyword research” have between 500 and 17K referring domains:

Example of a competitive SERP where all of the top-ranking pages have tons of backlinks

If you want to rank for this keyword, the reality is that you’re going to need a lot of backlinks to stand a chance. If your page only has 10 links, getting on the first page will be near-impossible—no matter how great your content is.

Luckily, things aren’t always this extreme. You can often climb a few spots in Google and significantly boost your organic traffic by getting a few more high-quality backlinks. We have tons of resources on this, so check out the resources below if you suspect links are holding you back.

Final thoughts

If you don’t have the time to implement all of the SEO tips above, that’s fine. Just pick one or two that seem the easiest and start there. The people who succeed with SEO are the ones who take action, so anything is usually better than nothing.

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Got questions? Ping me on Twitter.

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How to Get SEO Buy-In: 7 Actionable Tips

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How to Get SEO Buy-In: 7 Actionable Tips

For many SEOs in agency, in-house, or enterprise roles, 20% of their job is actually doing SEO, the other 80% is about soft skills like getting buy-in.

I always say that 20% of my job is actually doing the SEO, and 80% of communicating, getting buy-in, and moving the boulder so that [stakeholders] can succeed

Tom Critchlow

At Ahrefs, multiple team members have worked in these roles, so we’ve compiled a list of our top tips to help you get more buy-in for SEO projects.

Start by identifying all the key influencers and decision-makers within the organization. You can check out the company’s org chart to figure out who’s who and who calls the shots on projects that impact SEO.

The executive team will likely be at the top of your list. But, we recommend working your way up to getting buy-in from executives by first working cross-functionally with decision-makers in engineering, product, editorial, marketing, or web accessibility teams.

They can each help you implement small parts of SEO that together can be a sizable contribution to the overall SEO strategy. They can also support your requests for funding or initiatives you pitch to executives later on.

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To build relationships with decision-makers in these teams, consider the following:

  • Who’s in charge of budgets and projects? → Learn what they’re working on and how you can help each other with specific projects.
  • What do they care about? → This is the “what’s in it for me” factor. Align your SEO recommendations and requests to these things.
  • How can they help implement your SEO recommendations? → Identify the 20% of SEO they can easily help with using current resources.

Here’s an example of what that might look like:

Who’s in charge? What do they care about? How can they help implement SEO?
Engineering Jane Doe, Head of Engineering Jane cares most about rolling out new features on time and minimizing bugs.  Jane’s team can resolve many high-priority technical SEO errors if she sees them as bugs.
Editorial Joe Blogs, Senior Editor  Joe cares most about publishing quality, brand-relevant content that leads to sales. Joe’s team can create or optimize SEO content with buying intent to maximize traffic on commercial queries.

Too often, SEOs lead with “I need X…” and end with “…for SEO”. Cue dramatic groans that echo company-wide.

Adapting your language and how you communicate is a minor action that can lead to big results in your mission to get buy-in for SEO. Communicating only what you need can often come across as an order and feels like extra work for someone else. Plus, it gives them no sense of why they should care or what’s in it for them.

Try this instead…

→ Highlight opportunities: “There’s an opportunity to do X that helps with your goal of Y”

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→ Leverage FOMO: “If we don’t do X, you’ll miss out on Y”

→ When speaking to executives:I intend to achieve X by doing Y”

It also helps to give your project a fancy name. Every time you talk about the project, mention the name, repeat key facts, and highlight the most exciting opportunities the project opens up.

Repetition is gold as it helps non-technical stakeholders tie goals and results to an otherwise intangible initiative.

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Most executives and department heads have no context for understanding SEO metrics like search volume, share of voice, or even organic traffic.

They don’t have an existing mental model to connect these numbers to. Therefore, when we start sharing SEO-specific numbers in meetings, many non-SEO stakeholders can’t easily approve specific actions or know how to make the right decisions—all because they can’t connect the numbers they’re already familiar with to the conversation about SEO.

Easy fix. Modify the metrics and actions you talk about to those that non-SEO stakeholders already understand.

For example, executives are likely churning over and obsessing about MBA-style metrics. CEOs think about things like revenue, market share, and profitability. Sales managers care about MQLs, SQLs, and so on.

Here are some examples of how to translate SEO lingo for non-SEO stakeholders. These are inspired by Tom Critchlow’s interview on Voices of Search.

Monthly traffic → Lifetime traffic value e.g., “By creating X content, we can get Y monthly traffic predict Y lifetime traffic value.” HINT: Multiply Ahrefs’ Traffic Value metric by 60 to get a 5-year estimate, a common timeframe for calculating lifetime metrics.

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Example of Ahrefs' traffic value metric in Site Explorer dashboard.

Share of voice → market share e.g., “By doing X, our share of voice SEO market share has grown Y%. We’d like funds to do more of X.”

Traffic growth → revenue growth e.g., “We can grow organic traffic predict Y% revenue growth from SEO if we hit X traffic targets. These are the project milestones that will get us there…”

It depends → forecasts e.g., CEO asks “What’s it going to get us?”… “It depends. I made a model that forecasts approximately X% growth in Y months.”

It doesn’t matter what specific metrics are used in your organization. You can adapt SEO metrics to the ones everyone in the company is already thinking about. The main goal of doing this is to take SEO from being a mysterious “black box” activity to something measurable and relatable to non-SEO stakeholders.

How to demystify SEO for executives.How to demystify SEO for executives.

Devs and engineers are essential SEO allies within any organization. And while you can often skip the lengthy relationship-building phase and jump straight into tech fixes, how you frame your requests still matters.

Don’t be the kind of SEO that constantly gives them extra work “because it’s good for SEO.”

Instead, tie in your requests to what they care about. Fixing bugs is an easy approach to take here because devs already understand and care about these things for reasons unrelated to SEO.

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Jackie Chu’s 2023 MozCon presentation outlined this brilliantly. A bug typically:

  • Delivers a confusing brand experience
  • Impacts customers (humans and bots)
  • Impacts other channels, like SEM

If pages can’t render, that’s a bug. If there are content differences between mobile and desktop, that’s a bug. Anything that needs improvement in Ahrefs’ Site Audit is, you guessed it, a bug.

That said, not all bugs are created equal. If you bother devs with a load of super minor or unimportant issues 24/7, they’ll learn to ignore you. So, make sure to prioritize and only ask for bug fixes that matter.

You can easily do this by filtering your Site Audit results by importance:

Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.

Submit:

  • Errors as high-priority
  • Warnings as medium-priority
  • Notices as low-priority

You can also show your dev team how to interpret each issue listed and find the steps they can take to fix them by clicking on the “?” next to specific issues.

Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.

Too many SEOs pitch projects without considering everything that’s needed to make them happen. You’re more likely to get buy-in if your pitch is specific and shows decision-makers the exact details around things like the project’s cost, resources required, and expected timelines.

For example, say you need 100 articles published within three months. Make sure you chat with your editorial and development teams first. See if they can fit this project in and what resources they need to make it happen.

Then, build those resources into your pitch:

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→ Instead of: “I’d like to publish 100 articles on the blog within three months and estimate I’ll need $X per article”.

→ Try this: “To get 100 articles on the blog, which we estimate will contribute to $X in lifetime traffic value, we’ll need to hire a freelance writer and dedicate two development sprints to the project within the next three months. Jane from engineering and Joe from editorial are collaborating on this with me, and we estimate a cost of $Y.”

Need to convince the Jane’s and Joe’s in your organization to partner with you? No worries. Check out the next point.

SEO is chronically underfunded and underresourced… but so are most other teams. You can become an ally and help other teams get more resources because they’re helping implement your SEO strategy.

They get more of whatever they need (people, money, resources). You get their help with SEO tasks, and they get prioritized. Win-win for you and your new BFF.

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You can get the ball rolling by pitching a small test or project that is easy for the other team to get on board with.

Avoid this → “I need 10 of the articles you’re working on each month to do X for SEO”.

Try this instead → “There’s an opportunity for us to do X, and it will allow you to meet Y KPIs. Can we run a small test (and build a case for the execs) so you can hire another writer to work on this project?”

Small tests are a great way to warm up a new contact within your organization, especially if there’s a clear benefit they’ll receive if the test works.

Test results are also very helpful when pitching to executives down the track. If you can demonstrate small-scale success in one area, it’s much easier to get funding for bigger projects that can piggyback on those early wins.

Even if the initial pitch is for another team to get funding, you’re getting your foot in the door for bigger projects. Plus, you’re essentially getting free SEO if you can leverage the other team’s resources for your benefit.

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A good habit for every SEO to develop is to link everything to strategic objectives. We need to get better at pitching the strategic value that our projects deliver instead of the actual work we need to do.

No one cares about the hundreds of technical fixes we need to work on. But everyone cares about revenues dropping if we don’t get support for technical fixes that affect conversions (and SEO, of course, but they don’t need to know that).

Key note here: strategic objectives go beyond metrics. They include things like:

  • Entering international markets
  • Becoming the market leader
  • Expanding X division

You get the idea.

Here are the tactics we’ve found that help position SEO as strategically valuable.

Compare against competitors

This tactic has a very high success rate in our team’s experience. When ideating this blog post, Tim, Patrick, Chris, and Mateusz all cited great success with this approach, and my own experiences echo this.

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It works for literally any SEO activity you’re pitching, especially if you’re in a fierce market with SEO-savvy competitors who are already doing the thing you’re recommending.

For example, you could try the following different pitch angles:

→ Closing the gap: “If we did X, we’d be able to close these gaps with our biggest competitor in Y months…”

→ Reverse engineering: “Our biggest competitor did X. If we dedicated Y resources, we could close the gap and outpace them within Z months.”

→ Becoming a pacesetter: “There’s a gap in the market and none of our competitors are leveraging it. X resources would allow us to take Y actions that give us a competitive edge and make it difficult for competitors to catch up.”

No matter your angle, an easy place to start is in Ahrefs’ Site Structure report. Here, you can see what strategies your competitors are using along with high-level performance metrics, like organic traffic and the number of referring domains that different website segments get.

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Example of Ahrefs' site structure report.Example of Ahrefs' site structure report.

Compare against internal departments

Another great approach is to bring your pitch back to what’s going on in other areas of the organization.

This is a great tactic to benchmark the value of SEO in a way that is immediately apparent. It’s also a great way to get easy buy-in if your company’s strategic objectives focus on specific divisions or products.

Here are some pitching angles you can try:

→ Expanding a division: “We need X resources to help division A expand to the level of division B.”

→ Improving KPIs: “Product A has a high cost per acquisition. We were able to lower CPA by X% for product B using SEO. If we had access to Y resources, we could repeat these actions for product A.”

→ Learning from mistakes: “We learned lessons A, B, and C from a past product launch. If we had X resources, we could help launch the new product for division A without repeating past mistakes.”

Forecast opportunity costs

Opportunity costs are the lost benefits you experience when choosing an alternative option. When it comes to getting buy-in for SEO, it can help to show what the opportunity cost would be if decision-makers chose not to invest in SEO.

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It’s super easy to do this using Ahrefs’ traffic value metric.

Example of Ahrefs' traffic value metric in Site Explorer dashboard.Example of Ahrefs' traffic value metric in Site Explorer dashboard.

This metric shows you how much you’d be spending on paid ads to get the same traffic you do through SEO. It has opportunity cost baked right into it!

You can use it in a few different ways. My favorite method is to look at a successful segment of the website and use its metrics to forecast potential success for a new segment you want to optimize or build-out.

For example, here you can see how the French segment of our site compares with the Spanish segment.

Comparing two website segments using Ahrefs' competitor comparison features.Comparing two website segments using Ahrefs' competitor comparison features.

Want to launch into a new international market? Use these metrics to build a case of what you’d be missing out on by not expanding.

Want to improve an underperforming segment of your site? Show that segment vs a segment that’s skyrocketing to your executive team.

My second favorite method is to use the Traffic Value metric to pit SEO against Google Ads or other marketing channels and showcase how SEO compounds over time and costs less in the long run.

Realistically, if there’s a marketing budget to be had, and it doesn’t go to SEO, these are the alternative channels it will likely go to. So, positioning SEO as a worthwhile channel to invest in can get you a bigger slice of the budget.

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For instance, you could pitch something like, “Our forecasts show that we could reduce our cost per click to $X (traffic value / traffic) by investing Y resources into SEO instead of [another channel].”

If your website is fairly new or you don’t have existing successes to leverage, you can do both of the above by using a competitor’s website as a proxy until you start getting some results that you can use in future forecasts.

So, your pitch would be more like: “X competitor is saving up to $Y (traffic value) in Google ads costs by using SEO. We’re leaving money on the table by not investing in SEO.”

Key Takeaways

Good SEO is about giving people what they want. Getting buy-in is the same, just for a different audience.

The more you help others in your organization get what they want, you’ll also get what you want.

When it comes to collaborating with other departments, it comes down to helping them meet their KPIs because they’re working with you. It builds a positive relationship where they feel happy to help you out in the future and are more likely to prioritize SEO projects.

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As for getting buy-in from executives, understanding where they spend most of their mental energy and aligning your projects to those things can go a long way.

If you’ve got any questions or cool tactics to share, reach out on X or LinkedIn any time!



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Websites Created With Google Business Profiles To Shut Down In March

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Websites Created With Google Business Profiles To Shut Down In March

Do you have a website created through Google Business Profiles for your local business?

If so, you must find an alternative website solution as Google plans to shut down websites created with Google Business Profiles in March.

Websites Created With Google Business Profiles Will Redirect Until June 10, 2024

A redirect will be put in place from your GBP website to your Google Business Profile until June 10, 2024.

“Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.

In March 2024, websites made with Google Business Profiles will be turned off and customers visiting your site will be redirected to your Business Profile instead.

The redirect will work until June 10, 2024.”

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How To Find Out If You Have A Google Business Profile Website

To find out if your business has a website made with Google Business Profile, search for my business or your business name on Google. Once you find your Google Business Profile, edit your profile and check for your website in the contact section.

If you have a Google Business Profile site, it should say, “You have a website created with Google.”

Otherwise, it will allow you to add the link to your website.

Screenshot from Google, February 2024Websites Created With Google Business Profiles To Shut Down In March

Choosing An Alternative Website Builders For Small Businesses

Google suggests Wix, Squarespace, GoDaddy, Google Sites, Shopify for ecommerce, Durable, Weebly, Strikingly, and WordPress as alternative website builders to create a new website or ad landing page to replace the Google Business Profiles site.

While some, like WordPress, offer a free website builder with generative AI features, its users’ content may reportedly be sold to OpenAI and Midjourney as training data unless they opt out.

Regarding Core Web Vitals, WordPress, Wix, and Squarespace showed the most improvements in performance.

It’s also worth noting that while Google Deepmind used a Google Sites website to introduce Genie, its new AI model, Google Sites may not be best for SEO.

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Updating Ad Campaigns

If you have a Google Ads campaign that links to a website created with Google Business Profiles, the ad campaign will also stop running on March 1, 2024, until the website link is updated.

There’s still time to update your business website to ensure visitors are not sent to a 404 error page after June 10, 2024. If you haven’t chosen a new website builder or hosting service, review the reviews to find the most reliable, affordable, and optimized solution for your business.

Featured image: Vladimka production/Shutterstock

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How We Built A Strong $10 Million Agency: A Proven Framework

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How We Built A Strong $10 Million Agency: A Proven Framework

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?

Watch this informative, on-demand webinar, where link building expert Jon Ball reveals the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.

You’ll learn:

  • The foundational principles on which to build your business to succeed.
  • The importance of delegation, market positioning, and staffing.
  • More proven lessons learned from 14 years of experience.

With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power’s success.

If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.

Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Join us as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.

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