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How To Use IndexNow API With Python For Bulk Indexing

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How To Use IndexNow API With Python For Bulk Indexing

IndexNow is a protocol developed by Microsoft Bing and adopted by Yandex that enables webmasters and SEO pros to easily notify search engines when a webpage has been updated via an API.

And today, Microsoft announced that it is making the protocol easier to implement by ensuring that submitted URLs are shared between search engines.

Given its positive implications and the promise of a faster indexing experience for publishers, the IndexNow API should be on every SEO professional’s radar.

Using Python for automating URL submission to the IndexNow API or making an API request to the IndexNow API for bulk URL indexing can make managing IndexNow more efficient for you.

In this tutorial, you’ll learn how to do just that, with step-by-step instructions for using the IndexNow API to submit URLs to Microsoft Bing in bulk with Python.

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Note: The IndexNow API is similar to Google’s Indexing API with only one difference: the Google Indexing API is only for job advertisements or broadcasting web pages that contain a video object within it.

Google announced that they will test the IndexNow API but hasn’t updated us since.

Bulk Indexing Using IndexNow API with Python: Getting Started

Below are the necessities to understand and implement the IndexNow API tutorial.

Below are the Python packages and libraries that will be used for the Python IndexNow API tutorial.

  • Advertools (must).
  • Pandas (must).
  • Requests (must).
  • Time (optional).
  • JSON (optional).

Before getting started, reading the basics can help you to understand this IndexNow API and Python tutorial better. We will be using an API Key and a .txt file to provide authentication along with specific HTTP Headers.

IndexNow API Usage Steps with Python.

1. Import The Python Libraries

To use the necessary Python libraries, we will use the “import” command.

  • Advertools will be used for sitemap URL extraction.
  • Requests will be used for making the GET and POST requests.
  • Pandas will be used for taking the URLs in the sitemap into a list object.
  • The “time” module is to prevent a “Too much request” error with the “sleep()” method.
  • JSON is for possibly modifying the POST JSON object if needed.

Below, you will find all of the necessary import lines for the IndexNow API tutorial.

import advertools as adv
import pandas as pd
import requests
import json
import time

2. Extracting The Sitemap URLs With Python

To extract the URLs from a sitemap file, different web scraping methods and libraries can be used such as Requests or Scrapy.

But to keep things simple and efficient, I will use my favorite Python SEO package – Advertools.

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With only a single line of code, all of the URLs within a sitemap can be extracted.

sitemap_urls = adv.sitemap_to_df("https://www.example.com/sitemap_index.xml")

The “sitemap_to_df” method of the Advertools can extract all the URLs and other sitemap-related tags such as “lastmod” or “priority.”

Below, you can see the output of the “adv.sitemap_to_df” command.

Sitemap URL Extraction for IndexNow API UsageSitemap URL Extraction can be done via Advertools’ “sitemap_to_df” method.

All of the URLs and dates are specified within the “sitemap_urls” variable.

Since sitemaps are useful sources for search engines and SEOs, Advertools’ sitemap_to_df method can be used for many different tasks including a Sitemap Python Audit.

But that’s a topic for another time.

3. Take The URLs Into A List Object With “to_list()”

Python’s Pandas library has a method for taking a data frame column (data series) into a list object, to_list().

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Below is an example usage:

sitemap_urls["loc"].to_list()

Below, you can see the result:

Sitemap URL ListingPandas’ “to_list” method can be used with Advertools for listing the URLs.

All URLs within the sitemap are in a Python list object.

4. Understand The URL Syntax Of IndexNow API Of Microsoft Bing

Let’s take a look at the URL syntax of the IndexNow API.

Here’s an example:

https://<searchengine>/indexnow?url=url-changed&key=your-key

The URL syntax represents the variables and their relations to each other within the RFC 3986 standards.

  • The <searchengine> represents the search engine name that you will use the IndexNow API for.
  • “?url=” parameter is to determine the URL that will be submitted to the search engine via IndexNow API.
  • “&key=” is the API Key that will be used within the IndexNow API.
  • “&keyLocation=” is to provide an authenticity that shows that you are the owner of the website that IndexNow API will be used for.

The “&keyLocation” will bring us to the API Key and its “.txt” version.

5. Gather The API Key For IndexNow And Upload It To The Root

You’ll need a valid key to use the IndexNow API.

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Use this link to generate the Microsoft Bing IndexNow API Key.

IndexNow API Key Taking There is no limit for generating the IndexNow API Key.

Clicking the “Generate” button creates an IndexNow API Key.

When you click on the download button, it will download the “.txt” version of the IndexNow API Key.

IndexNow API Key GenerationIndexNow API Key can be generated by Microsoft Bing’s stated address.
txt version of IndexNow API KeyDownloaded IndexNow API Key as txt file.

The TXT version of the API key will be the file name and as well as within the text file.

IndexNow API Key in TXT FileIndexNow API Key in TXT File should be the same with the name of the file, and the actual API Key value.

The next step is uploading this TXT file to the root of the website’s server.

Since I use FileZilla for my FTP, I have uploaded it easily to my web server’s root.

Root Server and IndexNow API Set upBy putting the .txt file into the web server’s root folder, the IndexNow API setup can be completed.

The next step is performing a simple for a loop example for submitting all of the URLs within the sitemap.

6. Submit The URLs Within The Sitemap With Python To IndexNow API

To submit a single URL to the IndexNow, you can use a single “requests.get()” instance. But to make it more useful, we will use a for a loop.

To submit URLs in bulk to the IndexNow API with Python, follow the steps below:

  1. Create a key variable with the IndexNow API Key value.
  2. Replace the <searchengine> section with the search engine that you want to submit URLs (Microsoft Bing, or Yandex, for now).
  3. Assign all of the URLs from the sitemap within a list to a variable.
  4. Use the “txt” file within the root of the web server with its URL value.
  5. Place the URL, key, and key location URL within the string manipulation value.
  6. Start your for a loop, and use the “requests.get()” for all of the URLs within the sitemap.

Below, you can see the implementation:

key = "22bc7c564b334f38b0b1ed90eec8f2c5"
url = sitemap_urls["loc"].to_list()
for i in url:
          endpoint = f"https://bing.com/indexnow?url={i}&key={key}&keyLocation={location}"
          response = requests.get(endpoint)
          print(i)
          print(endpoint)
          print(response.status_code, response.content)
          #time.sleep(5)

If you’re concerned about sending too many requests to the IndexNow API, you can use the Python time module to make the script wait between every request.

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Here you can see the output of the script:

IndexNow API Automation ScriptThe empty string as the request’s response body represents the success of the IndexNow API request according to Microsoft Bing’s IndexNow documentation.

The 200 Status Code means that the request was successful.

With the for a loop, I have submitted 194 URLs to Microsoft Bing.

According to the IndexNow Documentation, the HTTP 200 Response Code signals that the search engine is aware of the change in the content or the new content. But it doesn’t necessarily guarantee indexing.

For instance, I have used the same script for another website. After 120 seconds, Microsoft Bing says that 31 results are found. And conveniently, it shows four pages.

The only problem is that on the first page there are only two results, and it says that the URLs are blocked by Robots.txt even if the blocking was removed before submission.

This can happen if the robots.txt was changed to remove some URLs before using the IndexNow API because it seems that Bing does not check the Robots.txt again.

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Thus, if you previously blocked them, they try to index your website but still use the previous version of the robots.txt file.

Bing IndexNow API ResultsIt shows what will happen if you use IndexNow API by blocking Bingbot via Robots.txt.

On the second page, there is only one result:

IndexNow Bing Paginated ResultMicrosoft Bing might use a different indexation and pagination method than Google. The second page shows only one among the 31 results.

On the third page, there is no result, and it shows the Microsoft Bing Translate for translating the string within the search bar.

Microsoft Bing TranslateIt shows sometimes, Microsoft Bing infers the “site” search operator as a part of the query.

When I checked Google Analytics, it shows that Bing still hadn’t crawled the website or indexed it. I know this is true as I also checked the log files.

Google and Bing Indexing ProcessesBelow, you will see the Bing Webmaster Tool’s report for the example website:

Bing Webmaster Tools Report

It says that I submitted 38 URLs.

The next step will involve the bulk request with the POST Method and a JSON object.

7. Perform An HTTP Post Request To The IndexNow API

To perform an HTTP post request to the IndexNow API for a set of URLs, a JSON object should be used with specific properties.

  • Host property represents the search engine hostname.
  • Key represents the API Key.
  • Key represents the location of the API Key’s txt file within the web server.
  • urlList represents the URL set that will be submitted to the IndexNow API.
  • Headers represent the POST Request Headers that will be used which are “Content-type” and “charset.”

Since this is a POST request, the “requests.post” will be used instead of the “requests.get().”

Below, you will find an example of a set of URLs submitted to Microsoft Bing’s IndexNow API.

data = {
  "host": "www.bing.com",
  "key": "22bc7c564b334f38b0b1ed90eec8f2c5",
  "keyLocation": "https://www.example.com/22bc7c564b334f38b0b1ed90eec8f2c5.txt",
  "urlList": [
    'https://www.example.com/technical-seo/http-header/',
    'https://www.example.com/python-seo/nltk/lemmatize',
    'https://www.example.com/pagespeed/broser-hints/preload',
    'https://www.example.com/python-seo/nltk/stemming',
    'https://www.example.com/python-seo/categorize-queries/',
    'https://www.example.com/python-seo/nltk/tokenization',
    'https://www.example.com/review/oncrawl/',
    'https://www.example.com/technical-seo/hreflang/',
    'https://www.example.com/technical-seo/multilingual-seo/'
      ]
}
headers = {"Content-type":"application/json", "charset":"utf-8"}
r = requests.post("https://bing.com/", data=data, headers=headers)
r.status_code, r.content

In the example above, we have performed a POST Request to index a set of URLs.

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We have used the “data” object for the “data parameter of requests.post,” and the headers object for the “headers” parameter.

Since we POST a JSON object, the request should have the “content-type: application/json” key and value with the “charset:utf-8.”

After I make the POST request, 135 seconds later, my live logfile analysis dashboard started to show the immediate hits from the Bingbot.

Bingbot Log File Analysis

8. Create Custom Function For IndexNow API To Make Time

Creating a custom function for IndexNow API is useful to decrease the time that will be spent on the code preparation.

Thus, I have created two different custom Python functions to use the IndexNow API for bulk requests and individual requests.

Below, you will find an example for only the bulk requests to the IndexNow API.

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The custom function for bulk requests is called “submit_url_set.”

Even if you just fill in the parameters, still you will be able to use it properly.

def submit_url_set(set_:list, key, location, host="https://www.bing.com", headers={"Content-type":"application/json", "charset":"utf-8"}):
     key = "22bc7c564b334f38b0b1ed90eec8f2c5"
     set_ = sitemap_urls["loc"].to_list()
     data = {
     "host": "www.bing.com",
     "key": key,
     "keyLocation": "https://www.example.com/22bc7c564b334f38b0b1ed90eec8f2c5.txt",
     "urlList": set_
     }
     r = requests.post(host, data=data, headers=headers)
     return r.status_code

An explanation of this custom function:

  • The “Set_” parameter is to provide a list of URLs.
  • “Key” parameter is to provide an IndexNow API Key.
  • “Location” parameter is to provide the location of the IndexNow API Key’s txt file within the web server.
  • “Host” is to provide the search engine host address.
  • “Headers” is to provide the headers that are necessary for the IndexNow API.

I have defined some of the parameters with default values such as “host” for Microsoft Bing. If you want to use it for Yandex, you will need to state it while calling the function.

Below is an example usage:

submit_url_set(set_=sitemap_urls["loc"].to_list(), key="22bc7c564b334f38b0b1ed90eec8f2c5", location="https://www.example.com/22bc7c564b334f38b0b1ed90eec8f2c5.txt")

If you want to extract sitemap URLs with a different method, or if you want to use the IndexNow API for a different URL set, you will need to change “set_” parameter value.

Below, you will see an example of the Custom Python function for the IndexNow API for only individual requests.

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def submit_url(url, location, key = "22bc7c564b334f38b0b1ed90eec8f2c5"):
     key = "22bc7c564b334f38b0b1ed90eec8f2c5"
     url = sitemap_urls["loc"].to_list()
     for i in url:
          endpoint = f"https://bing.com/indexnow?url={i}&key={key}&keyLocation={location}"
          response = requests.get(endpoint)
          print(i)
          print(endpoint)
          print(response.status_code, response.content)
          #time.sleep(5)

Since this is for a loop, you can submit more URLs one by one. The search engine can prioritize these types of requests differently.

Some of the bulk requests will include non-important URLs, the individual requests might be seen as more reasonable.

If you want to include the sitemap URL extraction within the function, you should include Advertools naturally into the functions themselves.

Tips For Using The IndexNow API With Python

An Overview of How The IndexNow API Works, Capabilities & Uses

  • The IndexNow API doesn’t guarantee that your website or the URLs that you submitted will be indexed.
  • You should only submit URLs that are new or for which the content has changed.
  • The IndexNow API impacts the crawl budget.
  • Microsoft Bing has a threshold for the URL Content Quality and Calculation of the Crawl Need for a URL. If the submitted URL is not good enough, they may not crawl it.
  • You can submit up to 10,000 URLs.
  • The IndexNow API suggests submitting URLs even if the website is small.
  • Submitting the same pages many times within a day can block the IndexNow API from crawling the redundant URLs or the source.
  • The IndexNow API is useful for sites where the content changes frequently, like every 10 minutes.
  • IndexNow API is useful for pages that are gone and are returning a 404 response code. It lets the search engine know that the URLs are gone.
  • IndexNow API can be used for notifying of new 301 or 302 redirects.
  • The 200 Status Response Code means that the search engine is aware of the submitted URL.
  • The 429 Status Code means that you made too many requests to the IndexNow API.
  • If you put a “txt” file that contains the IndexNow API Key into a subfolder, the IndexNow API can be used only for that subfolder.
  • If you have two different CMS, you can use two different IndexNow API Keys for two different site sections
  • Subdomains need to use a different IndexNow API key.
  • Even if you already use a sitemap, using IndexNow API is useful because it efficiently tells the search engines of website changes and reduces unnecessary bot crawling.
  • All search engines that adopt the IndexNow API (Microsoft Bing and Yandex) share the URLs that are submitted between each other.
IndexNow API Infographic SEOIndexNow API Documentation and usage tips can be found above.

In this IndexNow API tutorial and guideline with Python, we have examined a new search engine technology.

Instead of waiting to be crawled, publishers can notify the search engines to crawl when there is a need.

IndexNow reduces the use of search engine data center resources, and now you know how to use Python to make the process more efficient, too.

More resources:

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An Introduction To Python & Machine Learning For Technical SEO

How to Use Python to Monitor & Measure Website Performance

Advanced Technical SEO: A Complete Guide


Featured Image: metamorworks/Shutterstock




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SEO

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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