Connect with us


The Anatomy of a Well-Optimized Page



The Anatomy of a Well-Optimized Page

Product pages are where the final decision to purchase a product is made. By optimizing them for SEO (and adding a sprinkling of UX), you’ll increase the chances of attracting more visitors and converting them into loyal customers.

In this beginner’s guide, I’ll share 16 elements that collectively make up the anatomy of a well-optimized product page. I’ll also explain how to audit your product pages for issues.

What makes a great product page?

Product pages are one of the more definable content page types in SEO because they contain certain common elements people expect to see.

Let’s explore the anatomy of a well-optimized product page:


Before you start to check onsite elements, it’s a good idea to check if your product page is able to be crawled and indexed by search engines. If not, you’ll be wasting your time optimizing your product page for everything else.

The quickest way to check this is to navigate to the product page and open it up in the Ahrefs’ SEO Toolbar. Then click on the Indexability tab.

If there are any issues, the toolbar will flag them in a red circle in the sidebar.

1706752567 59 The Anatomy of a Well Optimized Page1706752567 59 The Anatomy of a Well Optimized Page

There are a few basic checks you should make. Make sure that the product page:

Once you’ve passed these initial technical SEO hurdles, it’s time to get started.

A title tag (also known as a page title) is a piece of HTML code that specifies the title of a webpage. They appear in Google’s search results and are a minor Google ranking factor.

They look like this:

Page title examplePage title example

Your product page title should be clear, say what the product is, and use relevant keywords that accurately describe the product. This helps searchers and search engines understand what your product page is about.


You can use Ahrefs’ Keywords Explorer to get inspiration from competitors’ product page titles in the SERP overview.

If users search for your products using stock-keeping units (SKUs) or other product identifiers, then it’s a good idea to include this information in your product page title tag and your URL.

One of the best examples of where this would be important is for a brand like Lego.

Here’s an example of the Lego Land Rover Classic Defender 90 product. The SKU is included in both their page title and their URL:

1706752567 522 The Anatomy of a Well Optimized Page1706752567 522 The Anatomy of a Well Optimized Page

Even if you just search for “10317” using a tool like Ahrefs’ Keywords Explorer, you can see that their site appears at the top of the SERP.

The Anatomy of a Well Optimized PageThe Anatomy of a Well Optimized Page

TLDR; if SKUs or product identifiers are important for your business—and customers are searching for them—then it may be useful to include them both in the URL and title tags of your products.

URLs are located in the address bar of your browser. An SEO-friendly URL should be easy to understand and clearly indicate the page’s content. Creating well-thought-out URLs early on will help create a logical website structure in time.


Google’s advice when it comes to URLs is:


“Create a simple URL structure. Consider organizing your content so that URLs are constructed logically and in a manner that is most intelligible to humans.”

Here’s what a well-structured URL looks like:

SEO-friendly URL example.SEO-friendly URL example.

And here are some more tips for creating URLs:

  • Use relevant keywords that accurately reflect the product to help search engines understand the page’s context
  • Keep URLs concise and avoid unnecessary characters or complex structures, as simpler URLs are easier for users to digest
  • Use hyphens to separate words rather than underscores or spaces to make the URL easily readable
  • Be consistent in your URL structure — it’ll make your website easier to navigate and enhance the user’s experience by providing a clear idea of what to expect on the page
  • Don’t bury important keywords lower down in your URL hierarchy


In the SERPs, there are complicated and seemingly illogical URL structures in every SERP that rank well—especially in ecommerce land. This doesn’t mean you should ignore URL structure completely, but try to establish a consistent structure early on and stick to it.

Breadcrumbs are internal links that show users their location in the site’s hierarchy and help them navigate quickly through the website.

They look like this:

Breadcrumb exampleBreadcrumb example

They’re useful for SEO because they create a logical structure that search engines can crawl and understand.

Breadcrumbs allow users to check their position on your site and to backtrack if necessary. This is useful for ecommerce stores because users often navigate between category pages and many product pages when deciding which product to buy.

The H1 tag is an HTML element that signals to users and search engines what the page is about.

H1 tag exampleH1 tag example

The main difference between H1 tags and title tags is where they appear—H1 tags do not appear in Google search results, but appear on the page.

This is what an H1 tag looks like in the code:

<h1>This is the h1 tag</h1>

The fastest way to check whether a page has an H1 is to use the Ahrefs SEO Toolbar. Here, you can easily spot-check the hierarchy of the headings.

Headings check, via Ahrefs' SEO toolbarHeadings check, via Ahrefs' SEO toolbar

Product images are photographs or digital representations of your products. Usually, one image or a gallery is shown on a product page to showcase the product.

Illustration: image gallery exampleIllustration: image gallery example

They’re essential because they provide extra detail about the product that written descriptions can’t always capture—like how the product should be used, the exact color of the product, and so on.

From a search perspective, product images are essential as they can rank in Google’s image search results—so there’s a traffic incentive to optimize your product images for SEO.

So, how can you optimize your product images for SEO?


Here are the basics you need to optimize for:

  • Add alt text
  • Use descriptive file names
  • Use responsive images
  • Compress your images and use image formats like jpg, jpeg, png, webp, or avif


Alt text is a brief description of the image, which is not only crucial for search engine indexing but also vital for accessibility, allowing screen reader users to understand the image content. Like file names, alt text should be descriptive and include relevant keywords naturally.

You can do many things to improve your image’s performance in search engines. Check out our image SEO guide to learn more.

Videos increase user engagement with your product pages—and like images, they’re valuable as they can independently drive traffic to your site.

Videos can appear in four places on Google:

  • Google’s search results
  • Google Images tab
  • Google Videos tab
  • Google Discover

But, to become indexed, videos must fulfill certain criteria.

Before investing time and effort in creating videos, consider whether it would benefit your audience.


For example, in the fashion industry, visitors expect to see a video to get a better look at how the clothes fit, so it’s no surprise that clothing stores like ASOS have short videos prominently placed on their product pages.

Video example from ASOSVideo example from ASOS

But if you were in the business of selling storage sheds—there’s not much additional benefit for your audience of including a video, as most people know what a storage shed looks like.

1706752568 968 The Anatomy of a Well Optimized Page1706752568 968 The Anatomy of a Well Optimized Page


Using a platform like Wistia can help you optimize your videos for SEO as well as receive more detailed analytics on your product video’s performance.

Product price, availability, ratings, and reviews are an essential part of the user experience. If you don’t have these elements, users will bounce from the page, impacting your rankings and weakening your SEO efforts.

The good news is that most ecommerce-focused CMSs like Shopify or Wix handle this out of the box, so there’s usually little configuration required to get these elements set up.



If you want to optimize further, adding product schema helps increase visibility in Google of this information and make it look like this in the Google search results.

Illustration: pricing, rating and reviewsIllustration: pricing, rating and reviews

The rating and reviews are essential for potential customers as they can get an idea of what the product is like before buying it.

Therefore, it’s a good idea to prominently display customer ratings, as they offer valuable social proof, which can help influence purchasing decisions.

Illustration: product rating imageIllustration: product rating image

Ensure they are easily accessible and readable to enhance user experience and credibility, which can lead to increased engagement and sales.

This user-generated content enriches your site with diverse, relevant keywords and phrases, further boosting SEO efforts.

You’ve probably clicked a million call-to-action (CTA) buttons in your online life—but unless you’re well-versed in user experience (UX), you probably aren’t aware of how important they are in encouraging visitors to buy your products.

For example, has some of the most recognizable CTAs on the internet:

Amazon product page CTA, via Amazon.comAmazon product page CTA, via

To create an effective CTA, use concise, strong, actionable verbs such as:

  • Buy Now
  • Learn More
  • Add to Cart

This direct approach makes it clear to users what they should do next.

While CTAs don’t directly impact SEO rankings, they play an important role in user experience of your product page. Without obvious CTAs, visitors might get confused and bounce from the page. This type of behavior, if repeated, could signal to search engines that this page is not a good experience.


Ensure your delivery information is visible and easy to find; don’t make your visitors hunt for it—otherwise, they might leave the page before they buy the product. If visitors consistently bounce from your page, your rankings may suffer over time. delivery details, via delivery details, via

Most ecommerce content management systems (CMSs) automatically add delivery information to your product pages.

Position your delivery information near the purchase button or price, and use icons or brief bullet points to make it easy to understand. Regularly update the delivery section with current shipping times, costs, and options to build customer confidence and satisfaction.

Clear, easy-to-understand delivery details reassure customers and create a positive user experience. Doing so will reduce visitors bouncing from the page before buying your product.

A good product description is content that describes the product and sells it.

Illustration: Product descriptionIllustration: Product description

But what makes a product description stand out?

  • Create a unique product description instead of copying from other manufacturers’ websites.
  • Be direct in your product description to avoid wasting time and effectively sell the product to potential buyers.

A well-written product description enhances user experience and can increase conversion rates, positively impacting your site’s SEO performance.


It’s best to avoid using AI tools like ChatGPT for product descriptions, as the potential reputational risks often outweigh the benefits. AI tools sometimes provide inaccurate “hallucinated” information, leading to confusion and mistrust.


Product specifications help humans and search engines understand the nuances of your product. For search engines, including these specifics means that the page can rank for more topically relevant longer-tail search queries.

Product specifications are best presented clearly and concisely using HTML bullet points to make them search-friendly.

Product page FAQs help visitors answer questions they have before they make a purchase. If you often get the same sets of questions asked about specific products, then it might save your business time.

If your products come with many customer questions, adding a FAQ section to your product pages is a good idea. FAQs help your visitors answer any questions they may have and increase the chances of ranking for related keywords.

You can discover the types of questions people are searching for your product by putting it into Ahrefs’ Keywords Explorer and casting your eyes over the Questions section.

Questions highlighted in Ahrefs' Keywords ExplorerQuestions highlighted in Ahrefs' Keywords Explorer

FAQs can help improve visitors’ user experience by answering questions you have on the product page, rather than having them return to Google to find the answer.

Displaying related products improves user experience and encourages clicks on other related products.

Illustration: related productsIllustration: related products

You can encourage product upsells by showcasing relevant, complementary items while naturally using internal links to link to relevant products.

This improves user engagement and contributes to SEO by passing link equity and increasing page views and time spent on the site.

This strategy not only boosts the potential for cross-selling but also enriches the overall user experience on your site.

User-generated content (UGC) is one of the most compelling ways to show potential customers what the products look like away from the carefully crafted product images and videos.

Illustration: user-generated contentIllustration: user-generated content

User-generated images are essential for industries like fashion—when you want to see the fit of the clothes on people who are not professional models. Adding UGC is a strong signal for customers as it shows your shop is trustworthy and not a scam.

Schema markup is code that can be used to visually enhance elements of your website within the search results. Google uses it to display rich snippets.


The main advantage of adding it is that products with schema markup are much more likely to get a higher click-through rate due to their size and visual appeal.

Illustration: schema markup exampleIllustration: schema markup example

When we talk about schema with product page SEO, I would always include product schema myself.

We’ve covered what you should include in your product pages, but how can you audit them?

Here are the two approaches I’d recommend:

1. Use Ahrefs’ SEO toolbar for quick spot checks

The fastest way to check product pages for common SEO issues is with the Ahrefs’ SEO toolbar.

  1. Navigate to a product page
  2. Open up the toolbar
  3. Look for any potential issues
Spot checking a product page using Ahrefs' Tool BarSpot checking a product page using Ahrefs' Tool Bar

Product pages usually follow a templated structure, so chances are, if you spot a problem on a product page, it could also apply to other product pages.

2. Get a site-wide view with Ahrefs’ Site Audit

If you’re completing an SEO audit, you’ll want to understand the current state of all products on the website. The best way to do this is with a tool like Ahrefs’ Site Audit.

  1. Run your crawl
  2. Once it’s finished, head to Page explorer in the sidebar of Site Audit
  3. In the search bar, enter your product URL identifier, e.g. /products/
  4. Order by Organic traffic to see the most popular pages
  5. Click on Columns to add other elements you want to examine
  6. Analyze!
How to filter URLs for /products/ using Ahrefs' Site AuditHow to filter URLs for /products/ using Ahrefs' Site Audit

Final thoughts

Optimizing product pages for SEO is important for any ecommerce business looking to enhance visibility and drive more conversions.

By integrating relevant keywords, crafting compelling and descriptive product titles, and ensuring high-quality, informative content, businesses can improve their product page’s rankings. This, in turn, leads to increased organic traffic and better user engagement, essential for boosting sales and customer loyalty.

Got questions? Ping me on X.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


The Best of Ahrefs’ Digest: March 2024



The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp


Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton


Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp


Glen analyzed 10,000 “product review” keywords and found that:


My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin


63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.


Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Google Unplugs “Notes on Search” Experiment




Google unplugs Notes On Search Experiment

Google is shutting down it’s Google Notes Search Labs experiment that allowed users to see and leave notes on Google’s search results and many in the search community aren’t too surprised.

Google Search Notes

Availability of the feature was limited to Android and Apple devices and there was never a clearly defined practical purpose or usefulness of the Notes experiment. Search marketers reaction throughout has consistently been that would become a spam-magnet.

The Search Labs page for the experiment touts it as mode of self-expression, to help other users and as a way for users to collect their own notes within their Google profiles.

The official Notes page in Search Labs has a simple notice:

Notes on Search Ends May 2024

That’s it.


Screenshot Of Notice

Reaction From Search Community

Kevin Indig tweeted his thoughts that anything Google makes with a user generated content aspect was doomed to attract spam.

He tweeted:

“I’m gonna assume Google retires notes because of spam.

It’s crazy how spammy the web has become. Google can’t launch anything UGC without being bombarded.”

Cindy Krum (@Suzzicks) tweeted that it was author Purna Virji (LinkedIn profile) who predicted that it would be shut down once Google received enough data.

She shared:


“It was actually @purnavirji who predicted it when we were at @BarbadosSeo – while I was talking. Everyone agreed that it would be spammed, but she said it would just be a test to collect a certain type of information until they got what they needed, and then it would be retired.”

Purna herself responded with a tweet:

“My personal (non-employer) opinion is that everyone wants all the UGC to train the AI models. Eg Reddit deal also could potentially help with that.”

Google’s Notes for Search seemed destined to never take off, it was met with skepticism and a shrug when it came out and nobody’s really mourning that it’s on the way out, either.

Featured Image by Shutterstock/Jamesbin

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


15 Reasons Why Your Business Absolutely Needs SEO




15 Reasons Why Your Business Absolutely Needs SEO

The need for quality SEO keeps increasing.

Brands that execute an organic strategy the right way are standing out early and often – and it’s more important now than ever, thanks to the emergence of AI and other technological innovations.

Blend those emerging technologies with the tumultuous few years that made up the COVID pandemic – where millions of consumers were pushed online to do their business, make purchases, and stay entertained – and you can begin to scratch the surface of SEO’s importance in marketing’s modern-day ecosystem.

SEO is the most viable, sustainable, and cost-effective way to both understand and reach your customers in key moments that matter.

Doing so not only helps build trust while educating the masses – it also establishes an organic footprint that transcends multiple marketing channels with measurable impact.


But while it will certainly improve a website’s overall searchability and visibility, what other real value does SEO offer for brands willing to commit to legitimate recurring or project-based SEO engagements?

And why does SEO continue to grow into a necessity rather than a luxury?

Here are 15 reasons why businesses need SEO to take their brand to the next level – regardless of the industry or business size.

1. Organic Search Is Most Often The Primary Source Of Website Traffic

Organic search is a massive part of most businesses’ website performance and a critical component of the buyer funnel, ultimately getting users to complete a conversion or engagement.

Google owns a significantly larger portion of the search market than competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and many others.

Screenshot from, February 2024

That’s not to say that all search engines don’t contribute to a brand’s visibility – they do. It’s just that Google owns a considerable portion of the overall search market. Thus, its guidelines are important to follow.


But the remaining part of the market owned by other engines is valuable to brands, too. This is especially true for brands in niche verticals where voice, visual, and vertical search engines play an essential role.

Google, being the most visited website in the world (and specifically in the United States), also happens to be one of the most popular email providers in the world.

YouTube is the second most-used search engine, with at least 2.5 billion people accessing it at least once a month, or 122 million people daily.

We know that a clear majority of the world with access to the internet is visiting Google at least once a day to get information.

Being highly visible as a trusted resource by Google and other search engines will always work in a brand’s favor. Quality SEO and a high-quality website take brands there.

2. SEO Builds Trust & Credibility

The problem for many brands is that building trust and credibility overnight is impossible – just like in real life. Authority is earned and built over time.


And, with the AI revolution we’ve experienced over the last year showing no signs of slowing down, building real credibility has become even harder to achieve – and even more critical.

Following Google’s E-E-A-T guidelines is vital to ensure successful results when creating content for your audience.

The goal of any experienced SEO professional is to establish a strong foundation of trust and credibility for a client. It helps to have a beautiful website with a clean, effective user experience that represents a quality brand with a loyal customer base – or at least the potential for one.

A brand of this nature would be easily discoverable in search with the right SEO strategy. The more channels you’re comfortable publishing on and partnering with, the more discoverable you will be.

This can also be attributed to being a respected brand offering quality goods or services to customers, being honest and forthcoming with the public, and earning the trust and credibility among peers, competitors, and other stakeholders.

This becomes a lot easier to succeed with when the brand already has trust signals tied to it and its digital properties.


So many varying elements contribute to establishing that authority with search engines like Google. It starts with building that credibility with humans.

In addition to the factors mentioned above, authority is accrued over time as a result of aspects like:

But now, in the age of AI, establishing that authority continues to become even more complicated and difficult to do.

Yet still, doing so the right way will do more for a brand than most other digital campaigns or optimizations.

Establishing a brand as an authority takes patience, effort, and commitment that relies on offering a valuable, quality product or service that allows customers to trust a brand.

3. It’s An AI Battlefield Out There & It’s Getting Even Harder

Since what seemed like the overnight emergence of AI going mainstream and becoming available at every person’s fingertips, search engine results pages (SERPs) are now more competitive than ever.


Organic real estate keeps shrinking.

Bots, scrapers, and other AI-led technologies are stealing content and regurgitating things they learn along the way, which are often inaccurate or confusing, all while clouding the competitive market with duplicated or plain awful content.

Real SEO – including thorough keyword research, industry analysis, and competitive benchmarking to create high-value content for your customers and loyalists – allows brands to stand apart from the lowly regurgitated spam that floods our SERPs daily.

The challenge of optimizing websites and content for search engines that are relying more on their own AI technologies to enhance the user experience within their platforms than they ever have before is just another layer of complication exemplified by the emergence of AI.

It’s no secret Google’s Search Generative Experience (SGE) hasn’t exactly been the magic touch to take search to the next level. And, in some instances – up to this point – SGE has even taken Google backward in terms of user experience and information retrieval on a boatload of varying topics and queries.

SEO will undoubtedly help brands navigate and distill – and stand out among – the search engine noise that is littered with D-list content and AI-generated mediocrity.


4. Good SEO Also Means A Better User Experience

User experience has become every marketer’s number one priority.

Everyone wants better organic rankings and maximum visibility. However, few realize that optimal user experience is a big part of getting there.

Google has learned how to interpret a good or unfavorable user experience, and a positive user experience has become a pivotal element to a website’s success.

Google’s Page Experience Update is something that marketers in all industries will need to adhere to and is part of their longstanding focus on the customer experience.

Customers know what they want. If they can’t find it, there will be a problem with that website holding up against the competition, which will inevitably surpass it by offering the same, or better, content with a better user experience.

We know how much Google values user experience. We see the search engine getting closer to delivering answers to search queries directly on the SERP every day, and it’s been doing it – and expanding its integration – for years.


The intention is to quickly and easily offer users the information they are looking for in fewer clicks.

Quality SEO incorporates a positive user experience, leveraging it to work in a brand’s favor.

It also understands the importance of leveraging Google’s updated on-the-SERP-delivery tactics for high-value content that has garnered significant traffic and engagement for sites in the past, but is now losing significant portions of it to the SERPs themselves.

5. Local SEO Means Increased Engagement, Traffic & Conversions

The mobile-first mindset of humans and search engines has shaped local search into a critical fundamental for most small- and medium-sized businesses.

Local SEO aims to optimize digital properties for a specific vicinity so people can find a business quickly and easily, putting them one step closer to a transaction.

Local optimizations focus on specific neighborhoods, towns, cities, regions, and even states to establish a meaningful medium for a brand’s messaging on a local level.


SEO pros do this by optimizing the brand’s website and its content, including local citations and backlinks, in addition to regional listings relevant to the location and business sector to which a brand belongs.

To promote engagement locally, SEO pros should optimize a brand’s Knowledge Graph panel, its Google Business Profile, and its social media profiles as a start.

There should also be a strong emphasis on user reviews on Google and other third-party sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.

I recommend following the local SEO tips on SEJ here.

6. SEO Impacts The Buying Cycle

Research is becoming a critical element of SEO, and the importance of real-time research is growing.

Using SEO tactics to relay your messaging for good deals, ground-breaking products and services, and the importance and dependability of what you offer customers will be a game-changer.


It will also undoubtedly positively impact the buying cycle when done right.

Brands must be visible where people need them for a worthy connection to be made. Local SEO enhances that visibility and lets potential customers find the answers and the businesses providing those answers.

7. SEO Is Constantly Improving & Best Practices Are Always Being Updated

It’s great to have SEO tactics implemented on a brand’s website and across its digital properties.

Still, if it’s a short-term engagement (budget constraints, etc.) and the site isn’t re-evaluated consistently over time, it will reach a threshold where it can no longer improve because of other hindrances.

Or, it will require such lift that brands will end up spending far more than expected to reach a place they could have otherwise obtained naturally over time through marketing efforts that included SEO.

How the search world evolves (basically at the discretion of Google) requires constant monitoring for changes to stay ahead of the competition and, hopefully, on Page 1.


Being proactive and monitoring for significant algorithm changes will always benefit the brands doing so.

We know Google makes thousands of algorithm changes a year. Fall too far behind, and it will be tough to come back. SEO pros help to ensure this is avoided.

8. Understanding SEO Helps You Understand The Environment Of The Web

With the always-changing environment that is the World Wide Web, it can be challenging to stay on top of the changes as they occur.

But staying on top of SEO includes being in the loop for the major changes taking place for search.

The AI renaissance has been a clear indication of that.

Knowing the environment of the web, including tactics being used by other local, comparable businesses and competitors, will always be beneficial for those brands.


Observing and measuring what works and what doesn’t only strengthens your brand further as well.

Knowing the search ecosystem will be beneficial 10 out of 10 times.

9. SEO Is Relatively Cheap & Extremely Cost-Effective

Sure, it costs money. But all the best things do, right?

SEO is relatively inexpensive in the grand scheme of things, and the payoff will most likely be considerable in terms of a brand’s benefit to the bottom line.

This isn’t a marketing cost; this is an actual business investment.

Exemplary SEO implementation will hold its own for years to come. And, like most things in life, it will only be better with the more attention (and investment) it gets.


Not only is it cost-effective, but it’s scaleable, measurable, and rarely loses value over time.

10. It’s A Long-Term Strategy

SEO can (and hopefully does) have a noticeable impact within the first year of taking action – and many of those actions will have a lasting effet.

As the market evolves, it’s best to follow the trends and changes closely.

But even a site that hasn’t had a boatload of intense SEO recommendations implemented will improve from basic SEO best practices being employed on an honest website with a decent user experience.

And the more SEO time, effort, and budget committed to it, the better and longer a website stands to be a worthy contender in its market.

The grass is green where you water it.


11. It’s Quantifiable

While SEO doesn’t offer the same easy-to-calculate return on investment (ROI) as paid search, you can measure almost anything with proper tracking and analytics.

The big problem is connecting the dots on the back end since there is no definitive way to understand the correlation between all actions.

Tracking and attribution technology will continue to improve, which will only help SEO pros and their efforts.

Still, it is worth understanding how specific actions are supposed to affect performance and growth – and hopefully, they do.

Any good SEO pro will aim at those improvements, so connecting the dots should not be a challenge.

Brands also want to know and understand where they were, where they are, and where they’re going in terms of digital performance – especially for SEO when they have a person/company being paid to execute on its behalf.


There’s no better way to show the success of SEO, either.

And we all know the data never lies.

12. SEO Is PR

SEO helps build long-term equity for your brand. A good ranking and a favorable placement help elevate your brand’s profile.

People search for news and related items, and having a good SEO and PR strategy means your brand will be seen and likely remembered for something positive.

Providing a good user experience on your website means your messages will be heard, and your products or services will sell.

SEO is no longer a siloed channel, so integrating with content and PR helps with brand reach and awareness alongside other worthwhile results.


13. SEO Brings New Opportunities To Light

High-quality SEO will always find a means of discovering and leveraging new opportunities for brands not just to be discovered but to shine.

And that becomes a lot easier when experienced SEO pros can help distill the millions and millions of websites competing – and flooding – the SERPs daily.

This goes beyond keyword research and website audits.

SEO is also extremely helpful for understanding the voice of your consumers.

From understanding macro market shifts to understanding consumer intent in granular detail, SEO tells us what customers want and need through the data it generates.

SEO data and formats – spoken or word – give us clear signals of intent and user behavior.


It does this in many ways:

Hiring an SEO professional is not always an easy task either. It requires money, time, vision, communication, more time, and some other things that will undoubtedly need to be fixed over the course of time.

Executive SEO on behalf of brands means immersing an SEO team in everything that makes that brand what it is. It’s the only way to truly market something with the passion and understanding that its stakeholders have for it: becoming a stakeholder.

The better a brand is understood, the more opportunities will arise to help it thrive. The same can be said about SEO.

New opportunities with SEO today can come in many ways – from content, digital, and social opportunities to helping with sales, product, and customer service strategies.

14. If You’re Not On Page One, You’re Not Winning The Click – Especially With Zero-Click Results

SEO is becoming a zero-sum game as zero-click SERPs show the answer directly at the top of a Google search result.


This has only intensified with AI, SGE, Gemini, and more sure-to-come technologies that continue to shape our industry.

Early data showed about 56% of queries in a testing sample triggered SGE automatically directly on the SERP as part of an answer to a specific query in 2023, largely based on the semantics and intent of the query.

SGE results are also still incredibly volatile; sometimes they show up automatically, other times not at all, and other times there’s even an option to use SGE for results or not.

Regardless of that or any speculation on the future, there’s one thing for sure: Zero-click results in searches are winning.

If you’re not on Page 1, you need to be.

There are still too many instances when a user types a search query and can’t find exactly what it’s looking for. And sadly, SGE hasn’t been great at changing that until now.


15. SEO Is Always Going To Be Here

Consumers will always want products and services online, and brands will always look for the most cost-effective way to connect them with each other.

While the role of SEO may shift and strategies will surely change, new avenues are constantly opening up through different entry points such as voice, apps, wearables, and the Internet of Things (IoT) AI is another prime example, and we can already see its impact greatly.

Outdated SEO tactics aren’t going to work much longer. New organic search opportunities will always arise. SEO helps find the best ways to capitalize on them.


The role of SEO has expanded significantly over the last few years, and it’s only becoming more challenging and expansive in the face of AI.

New technologies are constantly creating new processes and even shortcuts and workarounds that are changing the game, sometimes for the better and sometimes for the worse.

One thing is certain, though: Without giving SEO efforts some significant attention through a brand’s fiscal year, you are doing your business a disservice. Try it and see. Analyze the results. Test some more. Try new things.


Stay up to date with changes and guidelines, and make sure you’re offering unique content that is valuable. And if it’s not originally yours, include proper citation and linking.

SEO will continue to help consumers when in need.

Implementing robust, quality SEO updates on a brand’s website and digital properties will benefit them and their marketing efforts in measurable ways, and the impact will be felt.

There will be challenges, but when done right, there can also be success.

More Resources:

Featured Image:


Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Follow by Email