SEO
The Best SEO Conferences In 2022-2023 (Virtual And In-Person)
As an industry in a constant state of flux – thanks to changing algorithms, user needs, and competitor content – search engine optimization is a field that demands professionals to stay up to date on the latest trends and best practices.
And while you could spend hours scouring the internet for useful articles, forum discussions, and the like, there’s a better way to gain new knowledge and grow your network simultaneously: SEO conferences.
In just a few hours or days, you can gain a wealth of new information from peers and industry leaders, including information on what’s working and what isn’t and various search engine ranking success strategies.
They allow you to share strategies, brainstorm solutions, and build relationships with current and future SEO leaders.
Of course, in the aftermath of a global pandemic that put the kibosh on in-person events for over a year, many of the top events in SEO went virtual.
Thankfully, as things have started to return to some sense of normalcy, the physical events have often returned.
But don’t worry if you’re still not comfortable going to crowded events with a bunch of strangers; there are plenty of online conferences, summits, and workshops too.
Here’s a look at some of the best online and in-person SEO conferences for the rest of 2022 and heading into 2023.
Coming Up In 2022
There have already been several excellent SEO and digital marketing events held this year, but if you missed them, don’t fret. There are still plenty of good ones on the docket.
You may not even have to travel; with concerns over COVID-19 still high, many events have added virtual components to their in-person events, so you can get all the benefits of attending – without risking your health.
Inbound 2022
Date: September 6-9, 2022
Format: In-person or online
Location: Boston, MA
Speakers: Barack Obama, TJ Adeshola, Brian Halligan, and others
Cost: In-person – $1,199; Virtual – free
About: This annual event is powered by HubSpot, bringing together global thought leaders for a hybrid conference discussing marketing, sales, and customer success operations.
It covers a wide range of topics, including an SEO meetup hosted by Dale Bertrand and strategies for uncovering data-driven insights.
Ad Age Next: Social & Influencer Marketing
Date: September 13, 2022
Format: TBD
Location: TBD
Speakers: TBD
Cost: TBD
About: Ad Age’s Next event will focus on the growing importance of influencer marketing in an age of ubiquitous social media.
Creators, brands, and agencies will be on hand to discuss how they are approaching this new economy.
Content Marketing World
Date: September 13-16, 2022
Format: In-person or online
Location: Cleveland, OH
Speakers: Kim Olson, Alison Jarris, Justin Ethington
Cost: In-person starting from $1,499; Virtual from $699
About: Over four days, attendees will learn strategies for building winning SEO teams, systems, and processes.
With more than 100 sessions, workshops, and industry forums, you can choose the topics and sessions that are relevant to you. Thousands of marketers and representatives from numerous global brands will be in attendance.
Benchmark Search & Digital Conference
Date: September 20, 2022
Format: In-person
Location: Manchester, UK
Speakers: Christian Guerreiro, Omi Sido, Roxana Stingu, among others
Cost: Apply for tickets
About: This search marketing event offers engaging sessions with world-class digital marketing professionals.
A diverse range of topics will be covered, including SEO, PPC, content marketing, and social media.
The eCommerce & Omnichannel Retail Conference – Canada
Date: September 28-29, 2022
Format: In-person
Location: Toronto, ON
Speakers: Andrew Go, Bahm Booth, and Martin Gendron, among others
Cost: From $1,799
About: A two-day retreat designed to help online retailers maximize profits, it includes talks by some of the leading minds in Canadian ecommerce who will provide actionable strategies and answer questions.
MarTech
Date: September 28-29, 2022
Format: Online
Location: Virtual
Speakers: TBD
Cost: Free
About: The MarTech Conference explores marketing technology’s complex and ever-changing landscape.
To help attendees learn to leverage the latest technology to generate better results, it attracts senior-level marketers interested in technology-driven business transformation.
Brighton SEO
Date: October 6-7, 2022, in-person, October 20 & 22, 2022 online
Format: In-person and online
Location: Brighton, UK
Speakers: Parth Suba, Rumble Romagnoli, Izabela Wisniewska, and others
Cost: In-person starts at £240 + VAT; Virtual – free
About: This twice-yearly conference is attended by thousands of digital marketers worldwide.
It features training workshops, sessions on niche topics, social networking events, and talks from experts.
Save the Date for 2023: April 20-21 and September 14-15, 2023
Ad World Experience
Date: October 6-7, 2022
Format: In-person and online
Location: Bologna, Italy
Speakers: Lisa Raehsler, Anu Adegbola, and Marco Battaglia, among others
Cost: Starting at €249 for a single day
About: Bringing together PPC experts from across the globe for the largest paid ad and conversion rate optimization event in Europe and the largest real PPC-based conference in the world.
Ad World
Date: October 11-12, 2022
Format: Online
Location: Virtual
Speakers: Seth Godin, Jorie Waterman, and Ryan Deiss, among others
Cost: $119-$799
About: This virtual event, which bills itself as “the world’s largest online advertising event,” features 12+ digital advertising tracks.
Each has focused speeches, panels, and live Q&A sessions to help attendees gain valuable knowledge.
State Of Search 2022
Date: October 24-25, 2022
Format: In-person and online
Location: Dallas, TX
Speakers: Jeremy Vest, Bill Hartzer, and Casey Markee, among others
Cost: In-person – $397; Online – $197
About: The State of Search brings together top speakers from the digital marketing field to cover a range of topics from search engine optimization to emerging technology and lead generation to display advertising.
DMO Mastermind
Date: November 1 – 4, 2022
Format: Live
Location: Scottsdale, AZ
Speakers: Jim Christian,
Cost: $2,199
About: DMO Mastermind allows attendees to participate in an immersive experience with collaborative and cooperative learning methods to help you unlock your potential as a digital marketer.
Save The Date For 2023
There’s nothing quite like booking a trip for the future, especially if it’s to a fun location like Southern California or the Pacific Northwest.
Here are some SEO conferences and events coming up next year. Mark your calendar now so you don’t miss them.
The eCommerce & Omnichannel Retail Conference
Date: February 27-March 2, 2023
Format: In-person and on-demand
Location: Palm Springs, CA
Speakers: TBD
Cost: In-person starting at $797; streaming – $597
About: With a focus on digital commerce, this event is a four-day retreat designed to help ecommerce and omnichannel stores uncover new ways to maximize profits from some of America’s most successful retailers.
Social Media Marketing World
Date: March 13-15, 2023
Format: In-person and on-demand
Location: San Diego, CA
Speakers: Michael Stelzner, Joe Pulizzi, Mari Smith, and others
Cost: In-person starting at $797; streaming – $597
About: Bringing together top social media marketing pros, this conference is not directly focused on SEO but features sessions on organic social marketing, content marketing, and paid social.
It strives to immediately provide attendees with ideas they can implement for their clients or business.
B2B Marketing Expo 2023
Date: March 21-22, 2023
Format: In-person
Location: Los Angeles, CA
Speakers: Roland Cloutier, Don Batsford, Neel Mehta, among others
Cost: Free
About: Featuring education masterclasses for marketing professionals, this annual conference covers a variety of tracks, including advertising and promotion, content and experience, and commerce and sales.
Hundreds of suppliers and speakers will be on hand to discuss the state of the industry and recent happenings.
Hero Conf Austin 2023
Date: April 13-14, 2023
Format: In-person
Location: Austin, TX
Speakers: To be announced later this year
Cost: From $900
About: Produced by Brainlabs, Hero Conf features 44 sessions with 44 paid media experts. The 10th annual U.S. event, this conference will cover PPC alongside new developments in digital marketing.
Attendees can expect to gain relevant, actional, and original content for better managing accounts, staying up to date on the industry, and extending their knowledge of paid media.
Confab
Date: April 30-May 3, 2023
Format: In-person
Location: Minneapolis, MN
Cost: Last year’s recordings – $595
About: The Content Strategy Conference is an annual event covering everything from UX to content and accessibility to structure.
It brings together industry experts and thought leaders to help digital marketers upgrade their skills. Last year’s conference recordings are available for sale on Confab’s website.
DMO Advanced 2023
Date: Spring 2023, exact dates TBD
Format: In-person
Location: Napa Valley, CA
Speakers: TBD
Cost: TBD
About: Digital Marketers Organization will again host their advanced digital marketing event, blending interactive and educational sessions with networking opportunities.
There will be numerous sessions specifically designed for SEO, including information on technical debt, localization, and internationalization.
MnSearch Summit
Date: June 15-16, 2023
Format: In-person
Location: St. Paul, MN
Speakers: TBD
Cost: TBD
About: MnSearch Summit is two days of learning and networking with thought leaders from the digital marketing industry.
It includes workshops, sessions, and events focused on SEO, PPC, social media, and analytics, among other topics.
Growth Marketing Summit 2023
Date: June 22, 2023
Format: In-person
Location: Frankfurt am Main, Germany
Speakers: Marianne Stjernvall, Colin McFarland, Steve Van Belleghem
Cost: From €499
About: Assembling growth marketers and digital professionals worldwide, this single-day event features world-class speakers sharing their expertise on flexible and data-driven marketing solutions.
MozCon 2023
Date: August 4-9, 2023
Format: In-person or live streaming
Location: Seattle, WA
Speakers: TBD
Cost: 2022 tickets began at $299
About: The annual digital marketing conference hosted by Moz, this conference features networking and expert sessions from SEO industry leaders, as well as experts in mobile search, conversion optimization, and search marketing.
Searchlove 2023
Date: Summer 2023, exact dates TBD
Format: In-person
Location: Philadelphia, PA
Speakers: TBD
Cost: TBD
About: Searchlove brings together some of the foremost experts in digital marketing. Topics ranging from analytics to optimization and content to paid advertising are all covered at this education and networking event.
On-Demand & On-Going
Don’t have a specific date you can get away? Don’t worry.
Adobe offers its full Summit sessions online for free, while DigiMarCon offers a range of events throughout the year, both virtual and in-person conferences in various global locations.
Adobe Summit
Date: On-demand
Format: Online
Location: Virtual
Speakers: Anil Chakravarthy, Deena Bahri, and Sebastien Deguy, among others
Cost: Free
About: Hosted by Adobe, every session from the 2022 Adobe Summit is now available online, free.
Roughly 30 minutes in length, each session covers a topic relevant to digital marketing, including customer journey analytics, content personalization, and marketing trends for 2022.
DigiMarCon
Date: On-going throughout 2022 and 2023
Format: In-person and online
Location: Various global locations
Cost: In-person starting at $497
About: Digital Marketing Conferences is a global series of events bringing together thought leaders from the digital marketing, media, and advertising industries.
These conferences focus on emerging strategies, the latest technology, recent best practices, networking, and collaboration.
Great SEOs Never Stop Learning
For an SEO professional, experience is important but not nearly as vital as staying up to date.
And while you can keep an eye on what’s going on in the world of search engines, paid advertising, and digital marketing by reading expert publications (like this one, for example), it’s also great to meet with other people who are performing the same job.
This gives you a chance not just to interact with them but to ask questions and develop relationships that could reap rewards far down the line. And SEO conferences are a great place to do this.
So, whether you’re trying to brush up on the basics, identify the latest techniques, or just take a trip on the company dime, the above events are a great place to start.
Include Your SEO Conference
If you’re hosting an upcoming SEO event and want it listed, please email our editor with the following information:
- Conference name.
- URL.
- Date.
- Whether your event is virtual or in-person.
- Location (if applicable).
- Noteworthy speakers.
- Two-three sentences describing the conference (see content examples above).
- Registration cost.
Featured Image: Paulo Bobita/Search Engine Journal
SEO
Holistic Marketing Strategies That Drive Revenue [SaaS Case Study]
![Holistic Marketing Strategies That Drive Revenue [SaaS Case Study]](https://articles.entireweb.com/wp-content/uploads/2024/09/Holistic-Marketing-Strategies-That-Drive-Revenue-SaaS-Case-Study.png "Holistic Marketing Strategies That Drive Revenue [SaaS Case Study]")
Brands are seeing success driving quality pipeline and revenue growth. It’s all about building an intentional customer journey, aligning sales + marketing, plus measuring ROI.
Check out this executive panel on-demand, as we show you how we do it.
With Ryann Hogan, senior demand generation manager at CallRail, and our very own Heather Campbell and Jessica Cromwell, we chatted about driving demand, lead gen, revenue, and proper attribution.
This B2B leadership forum provided insights you can use in your strategy tomorrow, like:
- The importance of the customer journey, and the keys to matching content to your ideal personas.
- How to align marketing and sales efforts to guide leads through an effective journey to conversion.
- Methods to measure ROI and determine if your strategies are delivering results.
While the case study is SaaS, these strategies are for any brand.
Watch on-demand and be part of the conversation.
Join Us For Our Next Webinar!
Navigating SERP Complexity: How to Leverage Search Intent for SEO
Join us live as we break down all of these complexities and reveal how to identify valuable opportunities in your space. We’ll show you how to tap into the searcher’s motivation behind each query (and how Google responds to it in kind).
SEO
What Marketers Need to Learn From Hunter S. Thompson
We’ve passed the high-water mark of content marketing—at least, content marketing in its current form.
After thirteen years in content marketing, I think it’s fair to say that most of the content on company blogs was created by people with zero firsthand experience of their subject matter. We have built a profession of armchair commentators, a class of marketers who exist almost entirely in a world of theory and abstraction.
I count myself among their number. I have hundreds of bylines about subfloor moisture management, information security, SaaS pricing models, agency resource management. I am an expert in none of these topics.
This has been the happy reality of content marketing for over a decade, a natural consequence of the incentives created by early Google Search. Historically, being a great content marketer required precisely no subject matter expertise. It was enough to read widely and write quickly.
Mountains of organic traffic have been built on the backs of armchair commentators like myself. Time spent doing deep, detailed research was, generally speaking, wasted, because 80% of the returns came from simply shuffling other people’s ideas around and slapping a few keyword-targeted H2s in the right places.
But this doesn’t work today.
For all of its flaws, generative AI is an excellent, truly world-class armchair commentator. If the job-to-be-done is reading a dozen articles and how-to’s and turning them into something semi-original and fairly coherent, AI really is the best tool for the job. Humans cannot out-copycat generative AI.
Put another way, the role of the content marketer as a curator has been rendered obsolete. So where do we go from here?
Hunter S. Thompson popularised the idea of gonzo journalism, “a style of journalism that is written without claims of objectivity, often including the reporter as part of the story using a first-person narrative.”
In other words, Hunter was the story.
When asked to cover the rising phenomenon of the Hell’s Angels, he became a Hell’s Angel. During his coverage of the ‘72 presidential campaign, he openly supported his preferred candidate, George McGovern, and actively disparaged Richard Nixon. His chronicle of the Kentucky Derby focused almost entirely on his own debauchery and chaos-making—a story that has outlasted any factual account of the race itself.
In the same vein, content marketers today need to become their stories.
It’s a content marketing truism that it’s unreasonable to expect writers to become experts. There’s a superficial level of truth to that claim—no content marketer can acquire a decade’s worth of experience in a few days or weeks—but there are great benefits awaiting any company willing to challenge that truism very, very seriously.
As Thompson proved, short, intense periods of firsthand experience can yield incredible insights and stories. So what would happen if you radically reduced your content output and dedicated half of your content team’s time to research and experimentation? If their job was doing things worth writing about, instead of just writing? If skin-in-the-game, no matter how small, was a prerequisite of the role?
We’re already seeing this shift.
Every week, I see more companies hiring marketers who are true, bonafide subject matter experts (I include the Ahrefs content team here—for the majority of our team, “writing” is a skill secondary to a decade of hands-on search and marketing experience). They are expensive, hard to find, and in the era of AI, worth every cent.
I see a growing expectation that marketers will document their experiences and experiments on social media, creating meta-content that often outperforms the “real” content. I see more companies willing to share subjective experiences and stories, and avoid competing solely on the sharing of objective, factual information. I see companies spending money to promote the personal brands of in-house creators, actively encouraging parasocial relationships as their corporate brand accounts lay dormant.
These are ideas that made no sense in the old model of content marketing, but they make much more sense today. This level of effort is fast becoming the only way to gain any kind of moat, creating material that doesn’t already exist on a dozen other company blogs.
In the era of information abundance, our need for information is relatively easy to sate; but we have a near-limitless hunger for entertainment, and personal interaction, and weird, pattern-interrupting experiences.
Gonzo content marketing can deliver.
SEO
I Got 129.7% More Traffic With Related Keywords
A few weeks ago, I optimized one of my blog posts for related keywords. Today, it gets an estimated 2,300 more monthly organic visits:
In this post, I’ll show you how I found and optimized my post for these related keywords.
Related keywords are words and phrases closely linked to your main keyword. There are many ways to find them. You can even just ask ChatGPT.
But here’s the thing: These keywords aren’t useful for optimizing content.
If more traffic is your goal, you need to find keywords that represent subtopics—not just any related ones.
Think of it like this: you improve a recipe by adding the right ingredients, not everything in your fridge!
Below are two methods for finding the right related keywords (including the one I used):
Method 1. Use content optimization tools
Content optimization tools look for keywords on other top-ranking pages but not yours. They usually then recommend adding these keywords to your content a certain number of times.
These tools can be useful if you take their recommendations with a pinch of salt, as some of them can lead you astray.
For example, this tool recommends that I add six mentions of the phrase “favorite features” to our keyword research guide.
Does that seem like an important related keyword to you? It certainly doesn’t to me!
They also usually have a content score that increases as you add the recommended related keywords. This can trick you into believing that something is important when it probably isn’t—especially as content scores have a weak correlation with rankings.
My advice? If you’re going to use these tools, apply common sense and look for recommendations that seem to represent important subtopics.
For example, when I analyze our content audit guide, it suggests adding quite a few keywords related to content quality.
It doesn’t take a genius to work out that this is an extremely important consideration for a content audit—yet our guide mentions nothing about it.
This is a huge oversight and definitely a batch of related keywords worth optimizing for.
Try the beta version of our new AI Content Helper!
Instead of counting terms that you need to include in your content, Content Helper uses AI to identify the core topics for your target keywords and scores your content (as well as your competitors) against those topics as you write it. In effect, it groups related keywords by subtopic, making it easier to optimize for the broader picture.
For example, it looks like my post doesn’t cover Google Business Profile optimization too well. This is something it might be worth going into more detail about.
Method 2. Do a keyword gap analysis (this is the method I used!)
Keyword gaps are when competitors rank for keywords you don’t. If you do this analysis at the page level, it’ll uncover related keywords—some of which will usually represent subtopics.
If possible, I recommend doing this for pages that already rank on the first page for their main target keyword. These pages are doing well already and likely just need a bit of a push to rank high and for more related keywords. You can find these in Site Explorer:
- Enter your domain
- Go to the Organic Keywords report
- Filter for positions 2-10
- Look for the main keywords you’re targeting
Once you have a few contenders, here’s how to do a keyword gap analysis:
a) Find competitors who are beating you
In the Organic Keywords report, hit the SERP dropdown next to the keyword to see the current top-ranking pages. Look for similar pages that are getting more traffic than yours and have fewer referring domains.
For example, our page ranks #10 for “local SEO,” has 909 referring domains, and gets an estimated 813 monthly visits:
All of these competing pages get more traffic with fewer backlinks:
Sidenote.
I’m going to exclude the page from Moz going forward as it’s a blog category page. That’s very different to ours so it’s probably not worth including in our analysis.
b) Send them to the content gap tool
Hit the check boxes next to your competitors, then click “Open In” and choose Content gap.
By default, this will show you keywords where one or more competitors rank in the top 10, but you don’t rank anywhere in the top 100.
I recommend changing this so it shows all keywords competitors rank for, even if you also rank for them. This is because you may still be able to better optimize for related keywords you already rank for.
I also recommend turning the “Main results only” filter on to exclude rankings in sitelinks and other SERP features:
c) Look for related keywords worth optimizing for
This is where common sense comes into play. Your task is to scan the list for related keywords that could represent important subtopics.
For example, keywords like these aren’t particularly useful because they’re just different ways of searching for the main topic of local SEO:
But a related keyword like “what is local SEO” is useful because it represents a subtopic searchers are looking for:
If this process feels too much like trying to find a needle in a haystack, try exporting the full list of keywords, pasting them into Keywords Explorer, and going to the “Cluster by terms” report. As the name suggests, this groups keywords into clusters by common terms:
This is useful because it can highlight common themes among related keywords and helps you to spot broader gaps.
For example, when I was looking for related keywords for our SEO pricing guide (more on this later!), I saw 17 related keywords containing the term “month”:
Upon checking the keywords, I noticed that they’re all ways of searching for how much SEO costs per month:
This is an easy batch of related keywords to optimize for. All I need to do is answer that question in the post.
If you’re still struggling to spot good related keywords, look for ones sending competing pages way more traffic than you. This usually happens because competitors’ pages are better optimized for those terms.
You can spot these in the content gap report by comparing the traffic columns.
For example, every competing page is getting more traffic than us for the keyword “how much does SEO cost”—and Forbes is getting over 300 more visits!
Now you have a bunch of related keywords, what should you do with them?
This is a nuanced process, so I’m going to show you exactly how I did it for our local SEO guide. Its estimated organic traffic grew by 135% after my optimizations for related keywords:
Sidenote.
Google kindly rolled out a Core update the day after I did these optimizations, so there’s always a chance the traffic increase is unrelated. That said, traffic to our blog as a whole stayed pretty consistent after the update, while this post’s traffic grew massively. I’m pretty sure the related keyword optimization is what caused this.
Here are the related keywords I optimized it for and how:
Related keyword 1: “What is local SEO”
Every competing page was getting significantly more traffic than us for this keyword (and ranking significantly higher). One page was even getting an estimated 457 more visits than ours per month:
People were also searching for this in a bunch of different ways:
My theory on why we weren’t performing well for this? Although we did have a definition on the page, it wasn’t great. It was also buried under a H3 with a lot of fluff to read before you get to it.
I tried to solve this by getting rid of the fluff, improving the definition (with a little help from ChatGPT), and moving it under a H2.
Result? The page jumped multiple positions for the keyword “what is local SEO” and a few other similar related keywords:
Related keyword 2: Local SEO strategy
Once again, all competing pages were getting more traffic than ours from this keyword.
I feel like the issue here may be that there’s no mention of “strategy” in our post, whereas competitors mention it multiple times.
To solve this, I added a short section about local SEO strategy.
I also asked ChatGPT to add “strategy” to the definition of local SEO. (I’m probably clutching at straws with this one, but it reads nicely with the addition, so… why not?)
Result? The page jumped seven positions from the bottom of page two to page one for the related keyword:
Related keyword 3: “How to do local SEO”
Most of the competing pages were getting more traffic than us for this keyword—albeit not a lot.
However, I also noticed Google shows this keyword in the “things to know” section when you search for local SEO—so it seems pretty important.
I’d also imagine that anyone searching for local SEO wants to know how to do it.
Unfortunately, although our guide does show you how to do local SEO, it’s kind of buried in a bunch of uninspiring chapters. There’s no obvious “how to do it” subheading for readers (or Google) to skim, so you have to read between the lines to figure out the “how.”
In an attempt to solve this, I restructured the content into steps and put it under a new H2 titled “How to do local SEO”:
Result? Position #7 → #4
No. Nothing in SEO is guaranteed, and this is no different.
In fact, I optimized our SEO pricing guide for related keywords on the same day, and—although traffic did improve—it only improved by around 23%:
Sidenote.
You might have noticed the results were a bit delayed here. I think this is because the keywords the post ranks for aren’t so popular, so they’re not updated as often in Ahrefs.
For full transparency, here’s every related keyword I optimized the post for and the results:
Related keyword 1: “How much does SEO cost”
Each competing page got more traffic than ours from this keyword, with one getting an estimated 317 more monthly visits:
When I clustered the keywords by terms in Keywords Explorer, I also saw ~70 keywords containing the word “much” (this was around 19% of all keywords in the Content Gap report!):
These were all different ways of searching for how much SEO costs:
The issue here appears to be that although we do answer the question on the page, it’s quite buried. There’s no obvious subheading with the answer below it, making it hard for searchers (and possibly Google) to skim and find what they’re looking for:
To solve this, I added a H2 titled “How much does SEO cost?” and added a direct answer below.
Result? No change in rankings for the related keyword itself, but the page did win a few snippets for longer-tail variations thanks to the copy I added:
Related keyword 2: “SEO cost per month”
Nearly all competing pages were getting more traffic than us for this keyword, with one getting an estimated 72 monthly visits more than more us.
The term clustering report in Keywords Explorer also showed that people are searching for the monthly cost of SEO in different ways:
This is not the case for hourly or retainer pricing; there are virtually no searches for this.
I think we’re not ranking for this because we haven’t prioritized this information on the page. The first subheading is all about hourly pricing, which nobody cares about. Monthly pricing data is buried below that.
To fix this, I moved the data on monthly pricing further up the page and wrote a more descriptive subheading (“Monthly retainer pricing” →“Monthly retainer pricing: How much does SEO cost per month?”).
I also changed the key takeaways in the intro to focus more on monthly pricing, as this is clearly what people care about. Plus, I simplified it and made it more prominent so searchers can find the information they’re actually looking for faster.
Result? The page won the featured snippet for this related keyword and a few other variations:
Related keyword 3: “Local SEO pricing”
I found this one in the term clustering report in Keywords Explorer, as 16 keywords contained the term “local.”
Upon further inspection, I realized these were all different ways of searching for the cost of local SEO services.
I think the problem here is although our post has some data on local SEO pricing, it doesn’t have the snappy figure searchers are likely looking for. Plus, even the information we did have was buried deep on the page.
So… I actually pulled new statistics from the data we collected for the post, then put them under a new H3 titled “How much does local SEO cost?”
Result? Small but notable improvements for this keyword and a few other variations:
Related keyword 4: “How much does SEO cost for a small business”
I saw that one competing page was getting an estimated 105 more monthly organic visits than us from this term.
When clustering by terms in Keywords Explorer, I also saw a cluster of nine keywords containing the word “small.” These were all different ways of searching for small business SEO pricing:
Once again, the issue here is clear: the information people are looking for isn’t on the page. There’s not even a mention of small businesses.
This is good as it means the solution is simple: add an answer to the page. I did this and put it under a new H3 titled “How much does SEO cost for small businesses?”
Result? #15 → #5 for this related keyword, and notable improvements for a few other variations:
Related keyword 5: “SEO pricing models”
This related keyword probably isn’t that important, but I spotted it looking through the Content gap report and thought it’d be pretty easy to optimize for.
All I did was create a new H2 titled “SEO pricing models: a deeper breakdown of costs.” I then briefly explained the three common pricing models under this and re-jigged and nested the rest of the content from the page under there.
Result? #5 → #1:
Final thoughts
Related keyword optimization isn’t about shoehorning a bunch of keyword variations into your content. Google is smart enough to know that things like “SEO” and “search engine optimization” mean the same thing.
Instead, look for keywords that represent subtopics and make sure you’re covering them well. This might involve adding a new section or reformatting an existing section for more clarity.
This is easy to do. It took me around 2-3 hours per page.
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SEO Experts Gather for a Candid Chat About Search [Podcast]
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