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How to Get Customers From Everywhere

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How to Get Customers From Everywhere

Traffic, leads, sales—the more you get, the better. Having a singular focus on one marketing strategy can bear fruit but almost always reaches a cap. That’s where multi-channel marketing comes in.

If you want to maximize sales and minimize marketing costs, a multi-channel approach can help you capture customers you may otherwise never reach.

But what is multi-channel marketing, really? And how do you do that while staying organized? Let’s talk about it.

What is multi-channel marketing?

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Multi-channel marketing means utilizing multiple channels to get your brand in front of potential customers. This can mean using a combination of SEO, social media marketing, paid advertising, and any number of other marketing channels.

The benefits of multi-channel marketing

As I alluded to above, multi-channel marketing allows you to reach more customers than a single-channel focus ever can. To illustrate, some people will never search for the keywords you rank for on Google, and some people just don’t use social media. 

In addition to a broader reach, you may be able to capture new customers for a lower cost. 

Case in point: Organic social media is free, and spreading your advertising over a mix of both social channels and paid search engine marketing means you’ll find the most effective use of your ad spend. This will allow you to spend only on what’s working and avoid wasted ad spend.

The challenges of marketing on multiple channels

Of course, having more channels results in more complexity. 

You need to understand how to repurpose your content in order to avoid adding a ton of extra work and expenses. 

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Not only that, but posting to multiple social media channels on top of doing SEO on your site, managing an email list, and running ads are lots of work—especially if you don’t have a specialized team member to handle each task.

Hiring an entire marketing team is also expensive.

But if you utilize automation software and use a tool to stay organized, you can overcome these challenges without breaking the bank. 

How to get started with multi-channel marketing

Below, I break down the basics of getting started with multi-channel marketing into four steps:

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  1. Establishing consistency across your marketing
  2. Identifying and researching your target audience
  3. Choosing the channels you want to add to your marketing strategy
  4. Using software and tools to stay organized

1. Establish consistency using IMC

If you aren’t careful, utilizing multiple channels and hiring people to manage those channels can quickly lead to inconsistent messaging and branding. 

That’s where integrated marketing communications (IMC) comes in.

Strong IMC makes your brand consistent across all the interaction points with customers, from initial awareness of your brand to making a purchase. It includes things like:

  • Brand styling, color, and font guidelines.
  • Messaging personality and style (i.e., how your brand writes).
  • Approved logo styles.

In other words, you should take the time to create branding and style guidelines for your company. What are your primary colors? How should your logo always appear? What style should your messaging be in, and what’s your mission as a company?

For example, here are Dyno Studio’s style guidelines:

Dyno Studio's brand style guidelines

You can see it shows all of the brand’s approved fonts, color combinations, and accepted logo styles. Of course, you can go deeper than that to include your brand’s personality (i.e., how you want your copywriting to come across—witty, funny, silly, serious, or something else).

If you want to learn more about developing brand style guidelines, I highly recommend reading Venngage’s guide here.

2. Identify and research your target audience

One of the most important things you can do to market your company is to understand the audience you’re marketing to. Things like:

  • What do they care about?
  • What problems do they have that your company can solve?
  • Where do they go to find information about your products?
  • Etc.

Conducting market research should be a priority. It starts with determining the questions you want to answer. I gave you a few ideas above, but feel free to come up with more of your own.

Once you know what you’re looking for, you need to choose a research method. You can run a survey to your existing customers, ask your customers directly for a phone interview to learn more about them, peruse forums you know your customers use (Reddit is almost always a good bet), or conduct a competitive analysis to see what your competitors are doing.

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For example, let’s say I sell high-end water bottles. I know one of my competitors is Hydro Flask. So I take a look at what it’s doing by gathering data on the types of products it’s selling, the price points and features of those products, and any customer reviews.

In particular, I’m trying to figure out what its customers love about the products and what they wish was better about said products. 

For example, there are reviews that point to two types of buyers with different needs: (1) someone who needs the insulation for long, hot days at work and (2) someone who bought it as a gift with an engraving for someone else who spends a lot of time on the road:

Competitive analysis example using product reviews
Another product review for Hydro Flask

Digging deeper, we can see a lot of reviews complaining that the bottle leaked. That gives me some information on how to improve my product.

Using product reviews to find issues with competitors' products

There are also lots of comments mentioning using the bottles for commutes and for the gym, and that helps me improve my picture of the kinds of customers looking for these types of bottles.

But the most important question is this: How did Hydro Flask’s customers find it?

The reviews give a few hints, showing some of its customers bought the product from Dick’s Sporting Goods. However, this doesn’t tell me where I should market my own products.

Looking at its website, I can see it has an email newsletter and is active on Facebook, Twitter, Pinterest, Instagram, and YouTube:

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Hydro Flask's social media channels

Its best channel seems to be Instagram, with over 600,000 followers. Additionally, it uses brand ambassadors to help promote the products. However, it doesn’t seem to have a blog—which, in my opinion, is a big missed opportunity for it.

Regardless, “spy” on some of your competitors to see which channels they’re using and how they’re using them to inform your own strategy.

3. Choose your channels

You’re now ready to decide which channels to prioritize. 

Social media is obvious. You can just have a channel on every major platform (Facebook, Twitter, Instagram) and automate posting across channels with a tool like Buffer. 

But not all businesses need all channels. You need to decide if creating videos for TikTok and YouTube is worth your time, as these channels take much more effort.

Also, not every business is suited to have a LinkedIn or Pinterest account. Is your audience using these platforms? If not, they may be worth skipping.

Your other marketing channel options include:

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In other words, you’ve got options. Lots of options. Which should you choose?

Well, that depends on what you discovered in the last step. Where is your audience? Do they listen to podcasts? If so, which ones? And what are they searching for on Google? These are questions you need to know the answers to. Go back to the last step if you don’t.

In general, your best bet is to make an account on all the major social media platforms, have a basic email newsletter opt-in on your website, and write blog posts for SEO.

If you aren’t sure where to start, consider plugging competitors’ sites into Ahrefs’ Site Explorer to see what keywords they’re getting traffic from on Google.

For example, let’s say you sell rooftop tents. One of your competitors will be Off Road Tents. If you plug its site into Site Explorer and look at the Organic keywords report, you can see it has blog posts ranking for keywords like “tacoma camper shell” and “tent ac unit”:

Organic keywords report for offroadtents.com, via Ahrefs' Site Explorer

This gives you a hint as to what articles are bringing it traffic and, potentially, sales. Read our SEO competitor analysis guide to learn more.

4. Use software to stay organized

Remember how I mentioned one of the drawbacks of a multi-channel approach is how complex and difficult it can be to stay organized and consistent?

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Software can help with that.

At Ahrefs, we use Basecamp to track our marketing efforts, keep our writers on the same page, build styling guidelines, and generally stay organized. 

It does have a bit of a learning curve compared to other task management software like Asana or Trello, but it is much more capable. It’s up to you which you prefer to use.

Thomas Frank also has many excellent guides that show how to use Notion for content creation, planning, and publishing. Check out his free Notion Fundamentals guide to get started with it.

In addition to using software to stay organized, it also helps to have something like Klipfolio to see all of your analytics across channels in one place. You can keep tabs on your social media stats, advertising success, and so much more in one simple dashboard:

Klipfolio analytics dashboard

Lastly, content creation and automation tools will become your best friend. These include:

Just remember: These tools are there to make your life less complicated, not more. Try a few, keep what works, and ditch what doesn’t. No need to take on more tools than you require.

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Multi-channel marketing examples

Last but not least, let’s take a look at some different approaches to utilizing multiple marketing channels.

Ahrefs

Here at Ahrefs, everything revolves around the product. And that’s what we share across every channel, no matter what. This photo sums it up:

Ahrefs' product banner

It’s what we talk about here on the blog with tons of educational content. And it’s what we share on social media:

Even our entire YouTube channel is dedicated to teaching you how to use Ahrefs tools to improve your website:

Ahrefs' YouTube SEO tutorial series

In other words, we stick to our mission of building the best SEO software on the web—regardless of where we’re promoting it.

Duolingo

Duolingo has one of the most fascinating marketing strategies I’ve ever seen. It forgoes focusing on its product in favor of virality and brand recognition.

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Just watch one of its TikTok videos, and you’ll see what I mean:

Any idea what its product does based on that video? Yeah, me neither. But that video got 6.4 million views. Its YouTube channel isn’t much different:

Duolingo's YouTube videos

It has extremely strong branding through its Duolingo bird mascot, and it combines that with on-trend humor and virality to build brand awareness. It’s also using all the channels available—social, SEO, email, apps, TV, display ads, and more.

Apple

Apple is the king of branding. It utilizes multi-channel marketing better than almost any company that exists, with global recognition of the famous Apple icon.

Like Ahrefs, Apple’s messaging is focused on the product. But instead of educational content, it generates demand through storytelling and evoking emotions. 

It uses far more channels than most, mixing older methods such as TV advertising and billboards with unique approaches like offering its own credit card—plus, of course, the usual digital marketing methods of social media, email, and SEO. 

Apple is also one of the best examples of integrated marketing communications and a drive to create one, seamless experience across channels and devices it sells. 

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Unlike the other examples on this list, it mostly utilizes user-generated content (UGC) on its social channels. Nearly all of its posts are reposts from people who use Apple products.

Apple's Instagram feed

Final thoughts

Multi-channel marketing helps you to get in front of your customers no matter which channels they use. It’s the only way to maximize your brand’s reach.

The main drawbacks—inconsistency and complexity—can be overcome with proper brand style guidelines and by utilizing marketing automation and task management software.

Questions or comments? Ping me on Twitter.



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An In-Depth Guide And Best Practices For Mobile SEO

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Mobile SEO: An In-Depth Guide And Best Practices

Over the years, search engines have encouraged businesses to improve mobile experience on their websites. More than 60% of web traffic comes from mobile, and in some cases based on the industry, mobile traffic can reach up to 90%.

Since Google has completed its switch to mobile-first indexing, the question is no longer “if” your website should be optimized for mobile, but how well it is adapted to meet these criteria. A new challenge has emerged for SEO professionals with the introduction of Interaction to Next Paint (INP), which replaced First Input Delay (FID) starting March, 12 2024.

Thus, understanding mobile SEO’s latest advancements, especially with the shift to INP, is crucial. This guide offers practical steps to optimize your site effectively for today’s mobile-focused SEO requirements.

What Is Mobile SEO And Why Is It Important?

The goal of mobile SEO is to optimize your website to attain better visibility in search engine results specifically tailored for mobile devices.

This form of SEO not only aims to boost search engine rankings, but also prioritizes enhancing mobile user experience through both content and technology.

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While, in many ways, mobile SEO and traditional SEO share similar practices, additional steps related to site rendering and content are required to meet the needs of mobile users and the speed requirements of mobile devices.

Does this need to be a priority for your website? How urgent is it?

Consider this: 58% of the world’s web traffic comes from mobile devices.

If you aren’t focused on mobile users, there is a good chance you’re missing out on a tremendous amount of traffic.

Mobile-First Indexing

Additionally, as of 2023, Google has switched its crawlers to a mobile-first indexing priority.

This means that the mobile experience of your site is critical to maintaining efficient indexing, which is the step before ranking algorithms come into play.

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Read more: Where We Are Today With Google’s Mobile-First Index

How Much Of Your Traffic Is From Mobile?

How much traffic potential you have with mobile users can depend on various factors, including your industry (B2B sites might attract primarily desktop users, for example) and the search intent your content addresses (users might prefer desktop for larger purchases, for example).

Regardless of where your industry and the search intent of your users might be, the future will demand that you optimize your site experience for mobile devices.

How can you assess your current mix of mobile vs. desktop users?

An easy way to see what percentage of your users is on mobile is to go into Google Analytics 4.

  • Click Reports in the left column.
  • Click on the Insights icon on the right side of the screen.
  • Scroll down to Suggested Questions and click on it.
  • Click on Technology.
  • Click on Top Device model by Users.
  • Then click on Top Device category by Users under Related Results.
  • The breakdown of Top Device category will match the date range selected at the top of GA4.
Screenshot from GA4, March 2024

You can also set up a report in Looker Studio.

  • Add your site to the Data source.
  • Add Device category to the Dimension field.
  • Add 30-day active users to the Metric field.
  • Click on Chart to select the view that works best for you.
A screen capture from Looker Studio showing a pie chart with a breakdown of mobile, desktop, tablet, and Smart TV users for a siteScreenshot from Looker Studio, March 2024

You can add more Dimensions to really dig into the data to see which pages attract which type of users, what the mobile-to-desktop mix is by country, which search engines send the most mobile users, and so much more.

Read more: Why Mobile And Desktop Rankings Are Different

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How To Check If Your Site Is Mobile-Friendly

Now that you know how to build a report on mobile and desktop usage, you need to figure out if your site is optimized for mobile traffic.

While Google removed the mobile-friendly testing tool from Google Search Console in December 2023, there are still a number of useful tools for evaluating your site for mobile users.

Bing still has a mobile-friendly testing tool that will tell you the following:

  • Viewport is configured correctly.
  • Page content fits device width.
  • Text on the page is readable.
  • Links and tap targets are sufficiently large and touch-friendly.
  • Any other issues detected.

Google’s Lighthouse Chrome extension provides you with an evaluation of your site’s performance across several factors, including load times, accessibility, and SEO.

To use, install the Lighthouse Chrome extension.

  • Go to your website in your browser.
  • Click on the orange lighthouse icon in your browser’s address bar.
  • Click Generate Report.
  • A new tab will open and display your scores once the evaluation is complete.
An image showing the Lighthouse Scores for a website.Screenshot from Lighthouse, March 2024

You can also use the Lighthouse report in Developer Tools in Chrome.

  • Simply click on the three dots next to the address bar.
  • Select “More Tools.”
  • Select Developer Tools.
  • Click on the Lighthouse tab.
  • Choose “Mobile” and click the “Analyze page load” button.
An image showing how to get to Lighthouse within Google Chrome Developer Tools.Screenshot from Lighthouse, March 2024

Another option that Google offers is the PageSpeed Insights (PSI) tool. Simply add your URL into the field and click Analyze.

PSI will integrate any Core Web Vitals scores into the resulting view so you can see what your users are experiencing when they come to your site.

An image showing the PageSpeed Insights scores for a website.Screenshot from PageSpeed Insights, March 2024

Other tools, like WebPageTest.org, will graphically display the processes and load times for everything it takes to display your webpages.

With this information, you can see which processes block the loading of your pages, which ones take the longest to load, and how this affects your overall page load times.

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You can also emulate the mobile experience by using Developer Tools in Chrome, which allows you to switch back and forth between a desktop and mobile experience.

An image showing how to change the device emulation for a site within Google Chrome Developer ToolsScreenshot from Google Chrome Developer Tools, March 2024

Lastly, use your own mobile device to load and navigate your website:

  • Does it take forever to load?
  • Are you able to navigate your site to find the most important information?
  • Is it easy to add something to cart?
  • Can you read the text?

Read more: Google PageSpeed Insights Reports: A Technical Guide

How To Optimize Your Site Mobile-First

With all these tools, keep an eye on the Performance and Accessibility scores, as these directly affect mobile users.

Expand each section within the PageSpeed Insights report to see what elements are affecting your score.

These sections can give your developers their marching orders for optimizing the mobile experience.

While mobile speeds for cellular networks have steadily improved around the world (the average speed in the U.S. has jumped to 27.06 Mbps from 11.14 Mbps in just eight years), speed and usability for mobile users are at a premium.

Read more: Top 7 SEO Benefits Of Responsive Web Design

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Best Practices For Mobile Optimization

Unlike traditional SEO, which can focus heavily on ensuring that you are using the language of your users as it relates to the intersection of your products/services and their needs, optimizing for mobile SEO can seem very technical SEO-heavy.

While you still need to be focused on matching your content with the needs of the user, mobile search optimization will require the aid of your developers and designers to be fully effective.

Below are several key factors in mobile SEO to keep in mind as you’re optimizing your site.

Site Rendering

How your site responds to different devices is one of the most important elements in mobile SEO.

The two most common approaches to this are responsive design and dynamic serving.

Responsive design is the most common of the two options.

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Using your site’s cascading style sheets (CSS) and flexible layouts, as well as responsive content delivery networks (CDN) and modern image file types, responsive design allows your site to adjust to a variety of screen sizes, orientations, and resolutions.

With the responsive design, elements on the page adjust in size and location based on the size of the screen.

You can simply resize the window of your desktop browser and see how this works.

An image showing the difference between Web.dev in a full desktop display vs. a mobile display using responsive design.Screenshot from web.dev, March 2024

This is the approach that Google recommends.

Adaptive design, also known as dynamic serving, consists of multiple fixed layouts that are dynamically served to the user based on their device.

Sites can have a separate layout for desktop, smartphone, and tablet users. Each design can be modified to remove functionality that may not make sense for certain device types.

This is a less efficient approach, but it does give sites more control over what each device sees.

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While these will not be covered here, two other options:

  • Progressive Web Apps (PWA), which can seamlessly integrate into a mobile app.
  • Separate mobile site/URL (which is no longer recommended).

Read more: An Introduction To Rendering For SEO

Interaction to Next Paint (INP)

Google has introduced Interaction to Next Paint (INP) as a more comprehensive measure of user experience, succeeding First Input Delay. While FID measures the time from when a user first interacts with your page (e.g., clicking a link, tapping a button) to the time when the browser is actually able to begin processing event handlers in response to that interaction. INP, on the other hand, broadens the scope by measuring the responsiveness of a website throughout the entire lifespan of a page, not just first interaction.

Note that actions such as hovering and scrolling do not influence INP, however, keyboard-driven scrolling or navigational actions are considered keystrokes that may activate events measured by INP but not scrolling which is happeing due to interaction.

Scrolling may indirectly affect INP, for example in scenarios where users scroll through content, and additional content is lazy-loaded from the API. While the act of scrolling itself isn’t included in the INP calculation, the processing, necessary for loading additional content, can create contention on the main thread, thereby increasing interaction latency and adversely affecting the INP score.

What qualifies as an optimal INP score?

  • An INP under 200ms indicates good responsiveness.
  • Between 200ms and 500ms needs improvement.
  • Over 500ms means page has poor responsiveness.

and these are common issues causing poor INP scores:

  1. Long JavaScript Tasks: Heavy JavaScript execution can block the main thread, delaying the browser’s ability to respond to user interactions. Thus break long JS tasks into smaller chunks by using scheduler API.
  2. Large DOM (HTML) Size: A large DOM ( starting from 1500 elements) can severely impact a website’s interactive performance. Every additional DOM element increases the work required to render pages and respond to user interactions.
  3. Inefficient Event Callbacks: Event handlers that execute lengthy or complex operations can significantly affect INP scores. Poorly optimized callbacks attached to user interactions, like clicks, keypress or taps, can block the main thread, delaying the browser’s ability to render visual feedback promptly. For example when handlers perform heavy computations or initiate synchronous network requests such on clicks.

and you can troubleshoot INP issues using free and paid tools.

As a good starting point I would recommend to check your INP scores by geos via treo.sh which will give you a great high level insights where you struggle with most.

INP scores by GeosINP scores by Geos

Read more: How To Improve Interaction To Next Paint (INP)

Image Optimization

Images add a lot of value to the content on your site and can greatly affect the user experience.

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From page speeds to image quality, you could adversely affect the user experience if you haven’t optimized your images.

This is especially true for the mobile experience. Images need to adjust to smaller screens, varying resolutions, and screen orientation.

  • Use responsive images
  • Implement lazy loading
  • Compress your images (use WebP)
  • Add your images into sitemap

Optimizing images is an entire science, and I advise you to read our comprehensive guide on image SEO how to implement the mentioned recommendations.

Avoid Intrusive Interstitials

Google rarely uses concrete language to state that something is a ranking factor or will result in a penalty, so you know it means business about intrusive interstitials in the mobile experience.

Intrusive interstitials are basically pop-ups on a page that prevent the user from seeing content on the page.

John Mueller, Google’s Senior Search Analyst, stated that they are specifically interested in the first interaction a user has after clicking on a search result.

Examples of intrusive interstitial pop-ups on a mobile site according to Google.

Not all pop-ups are considered bad. Interstitial types that are considered “intrusive” by Google include:

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  • Pop-ups that cover most or all of the page content.
  • Non-responsive interstitials or pop-ups that are impossible for mobile users to close.
  • Pop-ups that are not triggered by a user action, such as a scroll or a click.

Read more: 7 Tips To Keep Pop-Ups From Harming Your SEO

Structured Data

Most of the tips provided in this guide so far are focused on usability and speed and have an additive effect, but there are changes that can directly influence how your site appears in mobile search results.

Search engine results pages (SERPs) haven’t been the “10 blue links” in a very long time.

They now reflect the diversity of search intent, showing a variety of different sections to meet the needs of users. Local Pack, shopping listing ads, video content, and more dominate the mobile search experience.

As a result, it’s more important than ever to provide structured data markup to the search engines, so they can display rich results for users.

In this example, you can see that both Zojirushi and Amazon have included structured data for their rice cookers, and Google is displaying rich results for both.

An image of a search result for Japanese rice cookers that shows rich results for Zojirushi and Amazon.Screenshot from search for [Japanese rice cookers], Google, March 2024

Adding structured data markup to your site can influence how well your site shows up for local searches and product-related searches.

Using JSON-LD, you can mark up the business, product, and services data on your pages in Schema markup.

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If you use WordPress as the content management system for your site, there are several plugins available that will automatically mark up your content with structured data.

Read more: What Structured Data To Use And Where To Use It?

Content Style

When you think about your mobile users and the screens on their devices, this can greatly influence how you write your content.

Rather than long, detailed paragraphs, mobile users prefer concise writing styles for mobile reading.

Each key point in your content should be a single line of text that easily fits on a mobile screen.

Your font sizes should adjust to the screen’s resolution to avoid eye strain for your users.

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If possible, allow for a dark or dim mode for your site to further reduce eye strain.

Headers should be concise and address the searcher’s intent. Rather than lengthy section headers, keep it simple.

Finally, make sure that your text renders in a font size that’s readable.

Read more: 10 Tips For Creating Mobile-Friendly Content

Tap Targets

As important as text size, the tap targets on your pages should be sized and laid out appropriately.

Tap targets include navigation elements, links, form fields, and buttons like “Add to Cart” buttons.

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Targets smaller than 48 pixels by 48 pixels and targets that overlap or are overlapped by other page elements will be called out in the Lighthouse report.

Tap targets are essential to the mobile user experience, especially for ecommerce websites, so optimizing them is vital to the health of your online business.

Read more: Google’s Lighthouse SEO Audit Tool Now Measures Tap Target Spacing

Prioritizing These Tips

If you have delayed making your site mobile-friendly until now, this guide may feel overwhelming. As a result, you may not know what to prioritize first.

As with so many other optimizations in SEO, it’s important to understand which changes will have the greatest impact, and this is just as true for mobile SEO.

Think of SEO as a framework in which your site’s technical aspects are the foundation of your content. Without a solid foundation, even the best content may struggle to rank.

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  • Responsive or Dynamic Rendering: If your site requires the user to zoom and scroll right or left to read the content on your pages, no number of other optimizations can help you. This should be first on your list.
  • Content Style: Rethink how your users will consume your content online. Avoid very long paragraphs. “Brevity is the soul of wit,” to quote Shakespeare.
  • Image Optimization: Begin migrating your images to next-gen image formats and optimize your content display network for speed and responsiveness.
  • Tap Targets: A site that prevents users from navigating or converting into sales won’t be in business long. Make navigation, links, and buttons usable for them.
  • Structured Data: While this element ranks last in priority on this list, rich results can improve your chances of receiving traffic from a search engine, so add this to your to-do list once you’ve completed the other optimizations.

Summary

From How Search Works, “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

If Google’s primary mission is focused on making all the world’s information accessible and useful, then you know they will prefer surfacing sites that align with that vision.

Since a growing percentage of users are on mobile devices, you may want to infer the word “everywhere” added to the end of the mission statement.

Are you missing out on traffic from mobile devices because of a poor mobile experience?

If you hope to remain relevant, make mobile SEO a priority now.


Featured Image: Paulo Bobita/Search Engine Journal

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HARO Has Been Dead for a While

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HARO Has Been Dead for a While

Every SEO’s favorite link-building collaboration tool, HARO, was officially killed off for good last week by Cision. It’s now been wrapped into a new product: Connectively.

I know nothing about the new tool. I haven’t tried it. But after trying to use HARO recently, I can’t say I’m surprised or saddened by its death. It’s been a walking corpse for a while. 

I used HARO way back in the day to build links. It worked. But a couple of months ago, I experienced the platform from the other side when I decided to try to source some “expert” insights for our posts. 

After just a few minutes of work, I got hundreds of pitches: 

So, I grabbed a cup of coffee and began to work through them. It didn’t take long before I lost the will to live. Every other pitch seemed like nothing more than lazy AI-generated nonsense from someone who definitely wasn’t an expert. 

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Here’s one of them: 

Example of an AI-generated pitch in HAROExample of an AI-generated pitch in HARO

Seriously. Who writes like that? I’m a self-confessed dullard (any fellow Dull Men’s Club members here?), and even I’m not that dull… 

I don’t think I looked through more than 30-40 of the responses. I just couldn’t bring myself to do it. It felt like having a conversation with ChatGPT… and not a very good one! 

Despite only reviewing a few dozen of the many pitches I received, one stood out to me: 

Example HARO pitch that caught my attentionExample HARO pitch that caught my attention

Believe it or not, this response came from a past client of mine who runs an SEO agency in the UK. Given how knowledgeable and experienced he is (he actually taught me a lot about SEO back in the day when I used to hassle him with questions on Skype), this pitch rang alarm bells for two reasons: 

  1. I truly doubt he spends his time replying to HARO queries
  2. I know for a fact he’s no fan of Neil Patel (sorry, Neil, but I’m sure you’re aware of your reputation at this point!)

So… I decided to confront him 😉 

Here’s what he said: 

Hunch, confirmed ;)Hunch, confirmed ;)

Shocker. 

I pressed him for more details: 

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I’m getting a really good deal and paying per link rather than the typical £xxxx per month for X number of pitches. […] The responses as you’ve seen are not ideal but that’s a risk I’m prepared to take as realistically I dont have the time to do it myself. He’s not native english, but I have had to have a word with him a few times about clearly using AI. On the low cost ones I don’t care but on authority sites it needs to be more refined.

I think this pretty much sums up the state of HARO before its death. Most “pitches” were just AI answers from SEOs trying to build links for their clients. 

Don’t get me wrong. I’m not throwing shade here. I know that good links are hard to come by, so you have to do what works. And the reality is that HARO did work. Just look at the example below. You can tell from the anchor and surrounding text in Ahrefs that these links were almost certainly built with HARO: 

Example of links build with HARO, via Ahrefs' Site ExplorerExample of links build with HARO, via Ahrefs' Site Explorer

But this was the problem. HARO worked so well back in the day that it was only a matter of time before spammers and the #scale crew ruined it for everyone. That’s what happened, and now HARO is no more. So… 

If you’re a link builder, I think it’s time to admit that HARO link building is dead and move on. 

No tactic works well forever. It’s the law of sh**ty clickthroughs. This is why you don’t see SEOs having huge success with tactics like broken link building anymore. They’ve moved on to more innovative tactics or, dare I say it, are just buying links.

Sidenote.

Talking of buying links, here’s something to ponder: if Connectively charges for pitches, are links built through those pitches technically paid? If so, do they violate Google’s spam policies? It’s a murky old world this SEO lark, eh?

If you’re a journalist, Connectively might be worth a shot. But with experts being charged for pitches, you probably won’t get as many responses. That might be a good thing. You might get less spam. Or you might just get spammed by SEOs with deep pockets. The jury’s out for now. 

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My advice? Look for alternative methods like finding and reaching out to experts directly. You can easily use tools like Content Explorer to find folks who’ve written lots of content about the topic and are likely to be experts. 

For example, if you look for content with “backlinks” in the title and go to the Authors tab, you might see a familiar name. 😉 

Finding people to request insights from in Ahrefs' Content ExplorerFinding people to request insights from in Ahrefs' Content Explorer

I don’t know if I’d call myself an expert, but I’d be happy to give you a quote if you reached out on social media or emailed me (here’s how to find my email address).

Alternatively, you can bait your audience into giving you their insights on social media. I did this recently with a poll on X and included many of the responses in my guide to toxic backlinks.

Me, indirectly sourcing insights on social mediaMe, indirectly sourcing insights on social media

Either of these options is quicker than using HARO because you don’t have to sift through hundreds of responses looking for a needle in a haystack. If you disagree with me and still love HARO, feel free to tell me why on X 😉



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Google Clarifies Vacation Rental Structured Data

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Google updates their vacation rental structured data documentation

Google’s structured data documentation for vacation rentals was recently updated to require more specific data in a change that is more of a clarification than it is a change in requirements. This change was made without any formal announcement or notation in the developer pages changelog.

Vacation Rentals Structured Data

These specific structured data types makes vacation rental information eligible for rich results that are specific to these kinds of rentals. However it’s not available to all websites. Vacation rental owners are required to be connected to a Google Technical Account Manager and have access to the Google Hotel Center platform.

VacationRental Structured Data Type Definitions

The primary changes were made to the structured data property type definitions where Google defines what the required and recommended property types are.

The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.

The primary changes were made to the structured data type definitions where Google defines what the required and recommended property types are.

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The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.

Address Schema.org property

This is a subtle change but it’s important because it now represents a recommendation that requires more precise data.

This is what was recommended before:

“streetAddress”: “1600 Amphitheatre Pkwy.”

This is what it now recommends:

“streetAddress”: “1600 Amphitheatre Pkwy, Unit 6E”

Address Property Change Description

The most substantial change is to the description of what the “address” property is, becoming more descriptive and precise about what is recommended.

The description before the change:

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PostalAddress
Information about the street address of the listing. Include all properties that apply to your country.

The description after the change:

PostalAddress
The full, physical location of the vacation rental.
Provide the street address, city, state or region, and postal code for the vacation rental. If applicable, provide the unit or apartment number.
Note that P.O. boxes or other mailing-only addresses are not considered full, physical addresses.

This is repeated in the section for address.streetAddress property

This is what it recommended before:

address.streetAddress Text
The full street address of your vacation listing.

And this is what it recommends now:

address.streetAddress Text
The full street address of your vacation listing, including the unit or apartment number if applicable.

Clarification And Not A Change

Although these updates don’t represent a change in Google’s guidance they are nonetheless important because they offer clearer guidance with less ambiguity as to what is recommended.

Read the updated structured data guidance:

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Vacation rental (VacationRental) structured data

Featured Image by Shutterstock/New Africa

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