Connect with us

SEO

The SEO Process in a Nutshell (4 Steps)

Published

on

The SEO Process in a Nutshell (4 Steps)

Search engine optimization (SEO) is the practice of growing a website’s traffic from organic search results. Everyone can do it, and it offers virtually free traffic. But similar to many things in life, success lies in understanding the correct process and sticking with it.

In this short article, I’ll try to distill the process of SEO into its essence: the four steps. To prove this process works, I’ll use our own example, i.e., the SEO process we’ve been using to grow a $100M+ annual recurring revenue SaaS company.

Here are the four steps of the SEO process:

Infographic showing four steps of the SEO process; each steps leads to a higher point of a mountain

1. Get your technicals right

Technical factors can impact your rankings or even prevent your site from appearing on Google’s search result pages.

To rank your content, Google needs to:

  1. Find and crawl your content – You won’t rank if your content is inaccessible to Google (this may be because of a disallowed Googlebot).
  2. Index your content – We’re talking about the master list of all pages that Google keeps in order to display them for relevant search queries. First off, you may choose not to appear in that index by leaving certain instructions for search bots. Also, Google may decide not to show certain pages if it thinks those pages are not the main version of the content (see canonicalization for more info). 

In most cases, unless you’ve specifically instructed Googlebot not to crawl and/or index your site, your pages are ready to show up on the search engine results pages (SERPs). Keep in mind that it may take some time before Google indexes your content. 

But that’s not the end of the technical SEO story. Multiple technical factors can negatively impact your rankings if they are broken but will work in your favor if they are set right. 

The easiest solution to technical SEO issues is to get SEO auditing tools and fix any problems they report back to you. Two tools we recommend are Google Search Console and Ahrefs Webmaster Tools. You can also set up Bing Webmaster Tools if you want to monitor your performance on Bing. 

Overview report in Ahrefs' Site Audit
Ahrefs’ Site Audit automatically checks for over a hundred SEO issues so that you don’t have to.

2. Find a keyword to target

To get traffic from search engines, you need to create content about something people search for. This is where keyword research tools, such as Ahrefs’ Keywords Explorer, come in.

Overview of Ahrefs' blog in Ahrefs' Site Explorer
The content on our blog alone brings us an estimated 256.9K organic visits every month. That’s because we create SEO content on topics people search for.

With the help of keyword research tools, you’ll easily find hundreds or even thousands of keyword ideas. 

Matching terms report for "seo" in Ahrefs' Keywords Explorer
Entering the main focus of our blog in Keywords Explorer reveals over 395K keyword ideas. Being able to choose the right ones to target is crucial in SEO. After all, our audience wants to read about SEO, not Park Seo-Joon.

But you also need to know how to choose the ones worth going after. So here’s what to consider when prioritizing keywords:

  • Considerable search traffic potential – Search traffic potential (not to be confused with search volume) tells you how much traffic you can potentially get from a keyword.
  • High business potential – Topics with high business potential can convert a good portion of your visitors to customers. Topics with low business potential will make it tough for you to feature your product/service. And topics with no business potential are usually only good for bringing more people through your door. But there are no guarantees people will actually be interested in what you offer. 
  • Low ranking difficulty – The more backlinks the top-ranking pages have and the more renowned the competing brands are, the harder it will be for you to rank. 
  • Clear search intent – The reason behind the search. Usually, it’s one of three things: finding a specific website, learning something, or buying something.
Matching terms report for "seo" in Ahrefs' Keywords Explorer; the word "for" added in Include filter
One of the keyword research methods we use is to look for search demand for specific niches or industries in our area of business. For this, we filter for keywords that include the word “for.” For example, the ones highlighted display considerable Traffic Potential (TP), have no extreme ranking difficulty (KD), and have high business potential for us.

Keywords that tick all of the four things above are an ideal situation, but that doesn’t happen all of the time. Mostly, SEOs and content marketers need to go for compromises, e.g., targeting a keyword with high business potential but lower traffic potential. 

3. Create an optimized page

The content of a page is something that allows Google to “connect you” with the searchers. The more interesting and useful your content is, the better. And that’s because quality content is something users expect and search engines need to provide. In fact, Google admits that content is the most important ranking signal. 

List of results in SERP overview showing Google prefers articles listing free SEO tools
First and foremost, a search engine optimized page is a page that fits the search intent. In this case, Google seems to “prefer” articles listing free tools rather than actual free SEO tools. Because of that, we have little chance of ranking with a landing page listing our free tools. So we decided to create an article featuring our tools. It now ranks #1 and brings about 1.3K organic visits each month.

Creating content designed to rank (so-called SEO content) is a nuanced topic. It has a process of its own, and there are lots of details to take care of. 

To make things even harder, how Google ranks content is kept a secret. But Google actually provides a hint on the five things that determine which results will be shown for a given search query:

  • Meaning – How well a page matches searchers’ expectations. The highest-ranking content on the SERPs is usually the best place to check that. 
  • Relevance – Does a page contain relevant information, e.g., words, phrases, and even pictures and videos relevant to what the searchers are looking for. 
  • Quality – Content also needs to be helpful. To determine content quality, Google will take into account both factors occurring on the page (e.g., E-A-T, clear and organized form, freshness) and those occurring outside the page (backlinks, which we’ll talk more about later). 
  • Usability – If your pages and your competitors’ are equal in every other way, Google may allocate a higher ranking to pages that it finds more accessible (e.g., mobile-friendly, secured with an SSL, fast loading). 
  • Context and settings – Google may customize search results based on users’ search history and their current whereabouts. This is why local business owners may want to prioritize keywords with local search intent.

Now, there are techniques SEOs and content marketers use to adhere to these guidelines. But there are too many to explain in this short article. If you want to take a moment to learn about those techniques, see the video below. Otherwise, let’s move on to the next point: building links. 

https://www.youtube.com/watch?v=ZWiNz-7gZ24

Sidenote.

Not all SEO efforts are used for ranking higher in the search results. Some of them optimize elements that are not ranking factors but are visible to the user and can increase the chances of the site getting a click. Examples are the meta description, schema markup, etc.

Recommended reading: What Is SEO Content? How to Write Content That Ranks 

You’ll need two types of links: internal links and backlinks. Both are ranking signals, with backlinks being one of the major signals in SEO. 

Internal links

Internal links are links from other pages on the same website, e.g., a link from one article to another on our blog. Their main roles in SEO are to help search bots crawl pages more efficiently and pass link equity from linking pages. 

Because of the above reasons, you probably won’t find an article on our blog without at least one internal link pointing to another article or a product landing page. 

By having internal links, we can create a situation where a page with a lot of backlinks can give a much-needed boost to newer pages (see the middleman method for more details). 

Link to SEO guide in our blog's navigation
Apart from linking inside the content, here’s an interesting interlinking tactic. Including a link to our guide on SEO in the blog’s navigation automatically creates an internal link from every blog post to that guide, helping it to rank higher.
Internal Backlinks report for Ahrefs' guide to SEO in Ahrefs' Site Explorer
The Internal Backlinks report in Site Explorer clearly shows different articles linking to the SEO guide, although the internal links don’t necessarily come from the copy but from the navigation.

Backlinks

Backlinks are links from external websites. They act as votes. The more “votes” you get, the higher your chance of outranking the competition. 

The difficulty here is that you can’t fully control backlinks. You can either earn them organically (wait for people to discover you and link to you) or build them (ask people to link to you). Let’s look at that in more detail. 

In the picture below, you can see examples of our case studies that continue to earn backlinks organically. 

The first article about the time needed to rank on Google provides a data-backed answer to a common question about SEO. 

The second one offers an intriguing and unique insight into the effectiveness of SEO. In this article, we focus on the fact that if you write about SEO, it’s hard to ignore that most content doesn’t get any traffic from Google. 

Best by links' growth report for Ahrefs' blog in Ahrefs' Site Explorer
The Best by links’ growth report in Site Explorer allows you to see content that people like to link to and/or is a current target of a link building campaign (useful for competitive research).

And here’s an example of a content piece, 63 SEO Statistics. The piece was created because we wanted to specifically run an outreach campaign about it. Unlike the previous examples, it doesn’t need any original studies. Our process was:

  1. Researching most cited SEO statistics among the top-ranking articles.
  2. Finding and including their more up-to-date versions in our article.
  3. Asking people who linked to websites with outdated statistics to link to our article instead (that’s the outreach part). 
Backlinks report for Ahrefs' blog article on SEO statistics in Ahrefs' Site Explorer
This article got so many backlinks mainly due to an outreach campaign.

Regarding backlinks, it’s important to know that not all links will carry the same weight. 

Generally speaking, the best links you can get are “followed” links placed within the main content and those that come from relevant, authoritative websites. 

Head on to the guides listed below if you want to learn more about backlinks and link building. 

Final thoughts

SEO is a long-term process that sometimes needs to be revisited. So it’s always a good idea to know exactly what you want to achieve before you invest your resources. For this, you can use this tried and tested method called the goal pyramid.

Lastly, it’s important to monitor results on a regular basis because search engine rankings tend to change. For this, it’s best to use a tool that tracks your ranking history and shows how you stack up against competitors (see our Rank Tracker, for example). 

Got questions or comments? Ping me on Twitter.



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

SEO

Google Updating Cryptocurrency Advertising Policy For 2024

Published

on

By

Google Updating Cryptocurrency Advertising Policy For 2024

Google published an announcement of upcoming changes to their cryptocurrency advertising policies and advises advertisers to make themselves aware of the changes and prepare to be in compliance with the new requirements.

The upcoming updates are to Google’s Cryptocurrencies and related products policy for the advertisement of Cryptocurrency Coin Trusts. The changes are set to take effect on January 29th, 2024.

Cryptocurrency Coin Trusts are financial products that enable investors to trade shares in trusts holding substantial amounts of digital currency. These trusts provide investors with equity in cryptocurrencies without having direct ownership. They are also an option for creating a more diversified portfolio.

The policy updates by Google that are coming in 2024 aim to describe the scope and requirements for the advertisement of Cryptocurrency Coin Trusts. Advertisers targeting the United States will be able to promote these products and services as long as they abide by specific policies outlined in the updated requirements and that they also obtain certification from Google.

The updated policy changes are not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Google’s announcement also reminded advertisers of their obligation for compliance to local laws in the areas where the ads are targeted.

Google’s approach for violations of the new policy will be to first give a warning before imposing an account suspension.

Advertisers that fail to comply with the updated policy will receive a warning at least seven days before a potential account suspension. This time period provides advertisers with an opportunity to fix non-compliance issues and to get back into compliance with the revised guidelines.

Advertisers are encouraged to refer to Google’s documentation on “About restricted financial products certification.”

The deadline for the change in policy is January 29th, 2024. Cryptocurrency Coin Trusts advertisers will need to pay close attention to the updated policies in order to ensure compliance.

Read Google’s announcement:

Updates to Cryptocurrencies and related products policy (December 2023)

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

SEO

SEO Trends You Can’t Ignore In 2024

Published

on

SEO Trends You Can’t Ignore In 2024

Most SEO trends fade quickly. But some of them stick and deserve your attention.

Let’s explore what those are and how to take advantage of them.

If you give ChatGPT a title and ask it to write a blog post, it will—in seconds.

This is super impressive, but there are a couple of issues:

  • Everyone else using ChatGPT is creating the same content. It’s the same for users of other GPT-powered AI writing tools, too—which is basically all of them.
  • The content is extremely dull. Sure, you can ask ChatGPT to “make it more entertaining,” but it usually overcompensates and hands back a cringe version of the same boring content.

In the words of Gael Breton:

How to take advantage of this SEO trend

Don’t use AI to write entire articles. They’ll be boring as heck. Instead, use it as a creative sparring partner to help you write better content and automate monotonous tasks.

For example, you can ask ChatGPT To write an outline from a working title and a list of keywords (which you can pull from Ahrefs)—and it does a pretty decent job.

Prompt:

Create an outline for a post entitled “[working title]” based on these keywords: [list]

Result:

ChatGPT's outline for a blog post. Pretty good!ChatGPT's outline for a blog post. Pretty good!

When you’ve written your draft, you can ask to polish it in seconds by asking ChatGPT to proofread it.

ChatGPT proofreading my content and making it betterChatGPT proofreading my content and making it better

Then you can automate the boring stuff, like creating more enticing title tags…

ChatGPT writing enticing title tagsChatGPT writing enticing title tags

… and writing a meta description:

ChatGPT writing a meta descriptionChatGPT writing a meta description

If you notice a few months down the line that your content ranks well but hasn’t won the featured snippet, ChatGPT can help with that, too.

For example, Ahrefs tells us we rank in position 3 for “affiliate marketing” but don’t own the snippet.

Ahrefs showing featured snippets that we don't own, despite ranking in the top 3Ahrefs showing featured snippets that we don't own, despite ranking in the top 3

If we check Google, the snippet is a definition. Asking ChatGPT to simplify our definition may solve this problem.

ChatGPT rewriting a definition and making it betterChatGPT rewriting a definition and making it better

In short, there are a near-infinite number of ways to use ChatGPT (and other AI writing tools) to create better content. And all of them buck the trend of asking it to write boring, boilerplate articles from scratch.

Programmatic SEO refers to the creation of keyword-targeted pages in an automatic (or near automatic) way.

Nomadlist’s location pages are a perfect example:

Example of a page from NomadListExample of a page from NomadList

Each page focuses on a specific city and shares the same core information—internet speeds, cost, temperature, etc. All of this information is pulled programmatically from a database and the site gets an estimated 46k monthly search visits in total.

Estimated monthly search traffic to NomadListEstimated monthly search traffic to NomadList

Programmatic SEO is nothing new. It’s been around forever. It’s just the hot thing right now because AI tools like ChatGPT make it easier and more accessible than ever before.

The problem? As John Mueller pointed out on Twitter X, much of it is spam:

How to take advantage of this SEO trend

Don’t use programmatic SEO to publish insane amounts of spam that’ll probably get hit in the next Google update. Use it to scale valuable content that will stand the test of time.

For example, Wise’s currency conversion pages currently get an estimated 31.7M monthly search visits:

Estimated monthly search traffic to Wise's currently conversion pages (insane!)Estimated monthly search traffic to Wise's currently conversion pages (insane!)

This is because the content is actually useful. Each page features an interactive tool showing the live exchange rate for any amount…

The interactive currently conversion tool on Wise's pagesThe interactive currently conversion tool on Wise's pages

… the exchange rate over time…

The exchange rate over time graph on Wise's pagesThe exchange rate over time graph on Wise's pages

… a handy email notification option when the exchange rates exceed a certain amount…

The email notification option on Wise's pagesThe email notification option on Wise's pages

… handy conversion charts for popular amounts…

The handy conversion charts on Wise's pagesThe handy conversion charts on Wise's pages

… and a comparison of the cheapest ways to send money abroad in your chosen currency:

The useful comparison table on Wise's pagesThe useful comparison table on Wise's pages

It doesn’t matter that all of these pages use the same template. The data is exactly what you want to see when you search [currency 1] to [currency 2].

That’s probably why Wise ranks in the top 10 for over 66,000 of these keywords:

Wise's keyword rankings for currency conversion pagesWise's keyword rankings for currency conversion pages

Looking to take advantage of programmatic content in 2024 like Wise? Check out the guide below.

People love ChatGPT because it answers questions fast and succinctly, so it’s no surprise that generative AI is already making its way into search.

For example, if you ask Bing for a definition or how to do something basic, AI will generate an answer on the fly right there in the search results.

Bing's search results for "definition of mental health"Bing's search results for "definition of mental health"
Bing's search results for "how to add drop down list in google sheets"Bing's search results for "how to add drop down list in google sheets"

In other words, thanks to AI, users no longer have to click on a search result for answers to simple questions. It’s like featured snippets on steroids.

This might not be a huge deal right now, but when Google’s version of this (Search Generative Experience) comes out of beta, many websites will see clicks fall off a cliff.

How to take advantage of this SEO trend

Don’t invest too much in topics that generative AI can easily answer. You’ll only lose clicks like crazy to AI in the long run. Instead, start prioritizing topics that AI will struggle to answer.

How do you know which topics it will struggle to answer? Try asking ChatGPT. If it gives a good and concise answer, it’s clearly an easy question.

For example, there are hundreds of searches for how to calculate a percentage in Google Sheets every month in the US:

Estimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords ExplorerEstimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords Explorer

If you ask ChatGPT for the solution, it gives you a perfect answer in about fifty words.

ChatGPT's answer to the Google Sheets percentage calculation formulaChatGPT's answer to the Google Sheets percentage calculation formula

This is the perfect example of a topic where generative AI will remove the need to click on a search result for many.

That’s probably not going to be the case for a topic like this:

Example of a topic that AI shouldn't impact too muchExample of a topic that AI shouldn't impact too much

Sure. Generative AI might be able to tell you how to create a template—but it can’t make one for you. And even if it can in the future, it will never be a personal finance expert with experience. You’ll always have to click on a search result for a template created by that person.

These are the kinds of topics to prioritize in 2024 and beyond.

Sidenote.

None of this means you should stop targeting “simple” topics altogether. You’ll always be able to get some traffic from them. My point is not to be obsessed with ranking for keywords whose days are numbered. Prioritize topics with long-term value instead.

Bonus: 3 SEO trends to ignore in 2024

Not all SEO trends move the needle. Here are just a few of those trends and why you should ignore them.

People are using voice search more than ever

In 2014, Google revealed that 41% of Americans use voice search daily. According to research by UpCity, that number was up to 50% as of 2022. I haven’t seen any data for 2023 yet, but I’d imagine it’s above 50%.

Why you should ignore this SEO trend

75% of voice search results come from a page ranking in the top 3, and 40.7% come from a featured snippet. If you’re already optimizing for those things, there’s not much more you can do.

People are using visual search for shopping more than ever

In 2022, Insider Intelligence reported that 22% of US adults have shopped with visual search (Google Lens, Bing Visual Search, etc.). That number is up from just 15% in 2021.

Why you should ignore this SEO trend

Much like voice search, there’s no real way to optimize for visual search. Sure, it helps to have good quality product images, optimized filenames and alt text, and product schema markup on your pages—but you should be doing this stuff anyway as it’s been a best practice since forever.

People are using Bing more than ever before

Bing’s Yusuf Mehdi announced in March 2023 that the search engine had surpassed 100M daily active users for the first time ever. This came just one month after the launch of AI-powered Bing.

Why you should ignore this SEO trend

Bing might be more popular than ever, but its market share still only stands at around ~3% according to estimates by Statcounter. Google’s market share stands at roughly 92%, so that’s the one you should be optimizing for.

Plus, it’s often the case that if you rank in Google, you also rank in Bing—so it really doesn’t deserve any focus.

Final thoughts

Keeping your finger on the pulse and taking advantage of trends makes sense, but don’t let them distract you from the boring stuff that’s always worked: find what people are searching for > create content about it > build backlinks > repeat.

Got questions? Ping me on Twitter 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
Continue Reading

SEO

Mozilla VPN Security Risks Discovered

Published

on

By

Mozilla VPN Security Risks Discovered

Mozilla published the results of a recent third-party security audit of its VPN services as part of it’s commitment to user privacy and security. The survey revealed security issues which were presented to Mozilla to be addressed with fixes to ensure user privacy and security.

Many search marketers use VPNs during the course of their business especially when using a Wi-Fi connection in order to protect sensitive data, so the  trustworthiness of a VNP is essential.

Mozilla VPN

A Virtual Private Network (VPN), is a service that hides (encrypts) a user’s Internet traffic so that no third party (like an ISP) can snoop and see what sites a user is visiting.

VPNs also add a layer of security from malicious activities such as session hijacking which can give an attacker full access to the websites a user is visiting.

There is a high expectation from users that the VPN will protect their privacy when they are browsing on the Internet.

Mozilla thus employs the services of a third party to conduct a security audit to make sure their VPN is thoroughly locked down.

Security Risks Discovered

The audit revealed vulnerabilities of medium or higher severity, ranging from Denial of Service (DoS). risks to keychain access leaks (related to encryption) and the lack of access controls.

Cure53, the third party security firm, discovered and addressed several risks. Among the issues were potential VPN leaks to the vulnerability of a rogue extension that disabled the VPN.

The scope of the audit encompassed the following products:

  • Mozilla VPN Qt6 App for macOS
  • Mozilla VPN Qt6 App for Linux
  • Mozilla VPN Qt6 App for Windows
  • Mozilla VPN Qt6 App for iOS
  • Mozilla VPN Qt6 App for Androi

These are the risks identified by the security audit:

  • FVP-03-003: DoS via serialized intent
  • FVP-03-008: Keychain access level leaks WG private key to iCloud
  • VP-03-010: VPN leak via captive portal detection
  • FVP-03-011: Lack of local TCP server access controls
  • FVP-03-012: Rogue extension can disable VPN using mozillavpnnp (High)

The rogue extension issue was rated as high severity. Each risk was subsequently addressed by Mozilla.

Mozilla presented the results of the security audit as part of their commitment to transparency and to maintain the trust and security of their users. Conducting a third party security audit is a best practice for a VPN provider that helps assure that the VPN is trustworthy and reliable.

Read Mozilla’s announcement:
Mozilla VPN Security Audit 2023

Featured Image by Shutterstock/Meilun

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

Trending