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The Three Pillars Of SEO: Authority, Relevance, And Experience

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The Three Pillars Of SEO: Authority, Relevance, And Experience

What do you need to compete in SEO?

Some say more inbound links, others better content, while some might emphasize a technically healthy site.

Experienced SEOs know that the most successful sites when it comes to organic search have the right mix of high-level fundamentals.

In recent years, there has been a lot of attention around E-A-T (Expertise, Authority, and Trustworthiness) as mentioned in Google’s Search Rater Quality Guidelines.

Some have come to think of these as the most fundamental aspects of SEO.

However, as important as E-A-T maybe for some sites, it only addresses one aspect: content.

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A holistic SEO program needs to include more.

Over the years, I’ve come to think that SEO can be reduced at its most fundamental level to building three things into a site and its pages:

  1. Authority.
  2. Relevance.
  3. Experience (of the users and bots visiting the site).

The sites that pay attention to all three of these are more likely to be valued by both search engines and users, and attract more organic traffic over time.

Notice that one of my categories, Authority, overlaps with an E-A-T category.

That’s because I believe at the highest level of SEO, expertise and trustworthiness are really parts of what makes a site or page authoritative.

Let’s dive into each of these A-R-E categories to see how they should be incorporated into a holistic SEO program.

Authority: Do You Matter?

In SEO, authority refers to the importance or weight given to a page relative to a given search query.

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Modern search engines such as Google use many factors (or signals) when evaluating the authority of a webpage.

Why does Google care about assessing the authority of a page?

For most queries, there are thousands or even millions of pages available that could be ranked.

Google wants to bring to the top the ones that are most likely to satisfy the user with accurate, reliable information that fully answers the intent of the query.

Google cares about serving users the most authoritative pages for their queries because users that are satisfied by the pages they click through to from Google are more likely to use Google again, and thus get more exposure to Google’s ads, the primary source of its revenue.

Authority Came First

Assessing the authority of webpages was the first fundamental problem search engines had to solve.

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Some of the earliest search engines relied on human evaluators, but as the world wide web exploded, that quickly became impossible to scale.

Google overtook all its rivals because its creators, Larry Page and Sergey Brin, developed the idea of PageRank, using links from other pages on the web as weighed citations to assess the authoritativeness of a page.

Page and Brin realized that links were an already-existing system of constantly evolving polling where other authoritative sites “voted” for pages they saw as reliable and relevant to their users.

Search engines use links much like we might treat scholarly citations. The more scholarly papers relevant to a source document that cite it, the better.

The relative authority and trustworthiness of each of the citing source come into play as well.

So, of our three fundamental categories, authority came first because it was the easiest of the three to crack given the ubiquity of hyperlinks on the web.

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The other two, relevance and user experience, would be tackled later, as machine learning/AI-driven algorithms developed.

Links Still Primary For Authority

The big innovation that made Google the dominant search engine in a short period was that it used an analysis of links on the web as a ranking factor.

This started with a paper written by Larry Page and Sergey Brin called The Anatomy of a Large-Scale Hypertextual Web Search Engine.

The essential insight behind this paper was that the web is built on the notion of documents inter-connected with each other via links.

Since putting a link on your site to a third-party site might cause a user to leave your site, there was little incentive for a publisher to link to another site, unless it was really good and of great value to their site’s users.

In other words, linking to a third-party site acts a bit like a “vote” for it, and each vote could be considered an endorsement, endorsing the page the link points to as one of the best resources on the web for a given topic.

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Then, in principle, the more votes you get, the better and the more authoritative a search engine would consider you to be, and you should therefore rank higher.

Passing PageRank

A significant piece of the initial Google algorithm was based on the concept of PageRank, a system for evaluating which pages are the most important based on scoring the links they receive.

So, a page that has large quantities of valuable links pointing to it will have a higher PageRank, and in principle will be likely to rank higher in the search results than other pages without as high a PageRank score.

When a page links to another page, it passes a portion of its PageRank to the page it links to.

Thus, pages accumulate more PageRank based on the number and quality of links they receive.

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

Not All Links Are Created Equal

So more votes are better, right?

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Well, that’s true in theory, but it’s a lot more complicated than that.

PageRank scores range from a base value of one to values that likely exceed trillions.

Higher PageRank pages can have a lot more PageRank to pass than lower PageRank pages. In fact, a link from one page can easily be worth more than one million times a link from another page.

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

Let’s use our intuition for a moment.

Imagine you have a page that’s selling a book, and it gets two links. One is from Joe’s Book Store, and the other one is from Amazon.

It’s pretty obvious which one you would value more as a user, right? As users, we recognize that Amazon has more authority on this topic.

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As it turns out, the web has recognized this as well, and Amazon has a much more powerful link profile (and higher PageRank) than any other site involved in selling books.

As a result, it has a much higher PageRank, and can pass more PageRank to the pages that it links to.

It’s important to note that Google’s algorithms have evolved a long way from the original PageRank thesis.

The way that links are evaluated has changed in significant ways – some of which we know, and some of which we don’t.

What About Trust?

You may hear many people talk about the role of trust in search rankings and in evaluating link quality.

For the record, Google says they don’t have a concept of trust they apply to links (or ranking), so you should take those discussions with many grains of salt.

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These discussions began because of a Yahoo patent on the concept of TrustRank.

The idea was that if you started with a seed set of hand-picked, highly trusted sites, and you then counted the number of clicks it took you to go from those sites to yours, the fewer clicks the more trusted your site was.

Mark Traphagen on the concept of trust in search engine ranking.

Google has long said they don’t use this type of metric.

However, in April 2018, Google was granted a patent related to evaluating the trustworthiness of links. But the existence of a granted patent does not mean it’s used in practice.

For your own purposes, however, if you want to assess the trustworthiness of a site as a source of a link, using the concept of trusted links is not a bad idea.

If they do any of the following, then it probably isn’t a good source for a link:

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  • Sell links to others.
  • Have less than great content.
  • Otherwise don’t appear reputable.

Google may not be calculating trust the way you do in your analysis, but chances are good that some other aspect of their system will devalue that link anyway.

Fundamentals Of Earning & Attracting Links

Now that you know that obtaining links to your site is critical to SEO success, it’s time to start putting together a plan to get some.

The key to success is understanding that Google wants this entire process to be holistic.

Google actively discourages, and in some cases punishes, schemes to get links in an artificial way. This means certain practices are seen as bad, such as:

  • Buying links for SEO purposes.
  • Going to forums and blogs and adding comments with links back to your site.
  • Hacking people’s sites and injecting links into their content.
  • Distributing poor-quality infographics or widgets that include links back to your pages.
  • Offering discount codes or affiliate programs as a way to get links.
  • And many other schemes where the resulting links are artificial in nature.

What Google really wants is for you to make a fantastic website, and promote it effectively, with the result that you earn or attract links.

So, how do you do that?

Who Links?

The first key insight is to understand who it is that might link to the content that you create.

Here is a chart that profiles the major groups of people in any given market space:

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Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

Who do you think are the people that might implement links?

It’s certainly not the laggards, and it’s also not the early or late majority.

It’s the innovators and early adopters. These are the people who write on media sites, or have blogs, and who might add links to your site.

There are also other sources of links, such as locally-oriented sites, such as the local chamber of commerce or local newspapers.

You might also find some opportunities with colleges and universities if they have pages that relate to some of the things you’re doing in your market space.

Relevance: Will Users Swipe Right On Your Page?

You have to be relevant to a given topic.

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Think of every visit to a page as an encounter on a dating app. Will users “swipe right” (thinking, “this looks like a good match!)?

If you have a page about Tupperware, it doesn’t matter how many links you get – you’ll never rank for queries related to used cars.

This defines a limitation on the power of links as a ranking factor, and it shows how relevance also impacts the value of a link.

Consider a page on a site that is selling a used Ford Mustang. Imagine that it gets a link from Car and Driver magazine. That link is highly relevant.

Also, think of this intuitively. Is it likely that Car and Driver magazine has some expertise related to Ford Mustangs? Of course, they do.

In contrast, imagine a link to that Ford Mustang from a site that usually writes about sports. Is the link still helpful?

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Probably, but not as helpful, because there is less evidence to Google that the sports site has a lot of knowledge about used Ford Mustangs.

In short, the relevance of the linking page, and the linking site, impacts how valuable a link might be considered.

What are some ways that Google evaluates relevance?

The Role Of Anchor Text

Anchor text is another aspect of links that matters to Google.

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

The anchor text helps Google confirm what the content on the page receiving the link is about.

For example, if the anchor text is the phrase “iron bathtubs” and the page has content on that topic, the anchor text, plus the link, acts as further confirmation that the page is about that topic.

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Thus, the links act to evaluate both the relevance and authority of the page.

Be careful, though, as you don’t want to go aggressively obtaining links to your page that all use your main key phrase as the anchor text.

Google also looks for signs that you are manually manipulating links for SEO purposes.

One of the simplest indicators is if your anchor text looks manually manipulated.

Internal Linking

There is growing evidence that Google uses internal linking to evaluate how relevant a site is to a topic.

Properly structured internal links connecting related content are a way of showing Google that you have the topic well-covered, with pages about many different aspects.

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By the way, anchor text is as important when creating external links as it is for external, inbound links.

Related to internal linking is your overall site structure.

Think strategically about where your pages fall in your site hierarchy. If it makes sense for users it will probably be useful to search engines.

The Content Itself

Of course, the most important indicator of the relevance of a page has to be the content on that page.

Most SEOs are aware that assessing the relevance of content to a query has become way more sophisticated than merely having the keywords a user is searching for.

Due to advances in natural language processing and machine learning, search engines like Google have vastly increased their competence in being able to assess the content on a page.

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What are some things Google likely looks for in determining what queries a page should be relevant for?

  • Keywords: While the days of keyword stuffing as an effective SEO tactic are (thankfully) way behind us, having certain words on a page still matters. My company has numerous case studies showing that merely adding key terms that are common among top-ranking pages for a topic is often enough to increase organic traffic to a page.
  • Depth: The top-ranking pages for a topic usually cover the topic at the right depth. That is, they have enough content to cover the topic to satisfy searchers for a query, and/or are linked to/from pages that help flesh out the topic.
  • Structure: Structural elements like H1…H2…H3, bolded topic headings, and schema structured data may help Google better understand the relevance and coverage of a page.

What About E-A-T?

Of course, Google encourages all site owners to create content that makes a visitor feel like this is authoritative, trustworthy content written by someone with expertise appropriate to the topic.

But how much they do or are able to evaluate those categories is still a topic of debate.

The main thing to keep in mind is that the more YMYL (Your Money or Your Life) your site is the more you should pay attention to E-A-T.

YMYL sites are those whose main content addresses things that might have an effect on people’s well-being or finances.

If your site is YMYL, you should go the extra mile in ensuring the accuracy of your content, and displaying that you have qualified experts writing it.

Building A Content Marketing Plan

Last, but certainly not least, create a real plan for your content marketing.

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Don’t just suddenly start doing a lot of random stuff.

Take the time to study what your competitors are doing so you can invest your content marketing efforts in a way that’s likely to provide a solid ROI.

One approach to doing that is to pull their backlink profiles using tools that can do that.

With this information, you can see what types of links they’ve been getting and then based on that figure out what links you need to get to beat them.

Take the time to do this exercise and also to map which links are going to which pages on the competitors’ sites, as well as what each of those pages rank for.

Building out this kind of detailed view will help you scope out your plan of attack and give you some understanding of what keywords you might be able to rank for.

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It’s well worth the effort!

In addition, study the competitor’s content plans.

Learn what they are doing and carefully consider what you can do that’s different.

Focus on developing a very clear differentiation in your content for topics that are in high demand with your potential customers.

This is another investment of time that will be very well spent.

Experience

As we traced above, Google started by focusing on the ranking pages by authority, then found ways to assess relevance.

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The third evolution of search was the evaluation of user experience.

In fact, many SEOs (and I’m among them) prefer to speak of SEO not as Search Engine Optimization, but as Search Experience Optimization.

Google realized that authoritativeness and relevancy, as important as they are, were not the only things users were looking for when searching.

Users also want a good experience on the pages and sites Google sends them to.

What is a “good user experience”? It includes at least the following:

  • The page the searcher lands on is what they would expect to see given their query. No bait and switch.
  • The content on the landing page is highly relevant to the user’s query.
  • The content is sufficient to answer the intent of the user’s query but also links to other relevant sources and related topics.
  • The page loads quickly, the relevant content is immediately apparent, and page elements settle into place quickly (all aspects of Google’s Page Experience Update).

In addition, many of the suggestions made above about creating better content apply to user experience as well.

In summary, Google wants to rank pages that satisfy the query and make it as easy as possible for the searcher to identify and understand what they were searching for.

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Putting It All Together

Search engines want happy users who will come back to them again and again when they have a question or need.

The way they create and sustain that happiness is by providing the best possible results that satisfy that question or need.

To keep their users happy, search engines must be able to understand and measure the relative authority of webpages for the topics they cover.

When you create content that is highly useful (or engaging or entertaining) to visitors – and when those visitors find your content reliable enough that they would willingly return again to your site, or even seek you out above others – you’ve gained authority.

The search engines work hard at continually improving their ability to match that human quest for trustworthy authority.

As we explained above, that same kind of quality content is key to earning the kinds of links that assure the search engines you should rank highly for relevant searches.

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That can be either content on your site that others want to link to or content that other quality, relevant sites want to publish, with appropriate links back to your site.

Focusing on these three pillars of SEO – authority, relevance, and experience – will increase the opportunities for your content and make link-earning easier.

You now have everything you need to know for SEO success, so get to work!


Featured Image: Paulo Bobita/Search Engine Journal

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SEO

How to Get SEO Buy-In: 7 Actionable Tips

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How to Get SEO Buy-In: 7 Actionable Tips

For many SEOs in agency, in-house, or enterprise roles, 20% of their job is actually doing SEO, the other 80% is about soft skills like getting buy-in.

I always say that 20% of my job is actually doing the SEO, and 80% of communicating, getting buy-in, and moving the boulder so that [stakeholders] can succeed

Tom Critchlow

At Ahrefs, multiple team members have worked in these roles, so we’ve compiled a list of our top tips to help you get more buy-in for SEO projects.

Start by identifying all the key influencers and decision-makers within the organization. You can check out the company’s org chart to figure out who’s who and who calls the shots on projects that impact SEO.

The executive team will likely be at the top of your list. But, we recommend working your way up to getting buy-in from executives by first working cross-functionally with decision-makers in engineering, product, editorial, marketing, or web accessibility teams.

They can each help you implement small parts of SEO that together can be a sizable contribution to the overall SEO strategy. They can also support your requests for funding or initiatives you pitch to executives later on.

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To build relationships with decision-makers in these teams, consider the following:

  • Who’s in charge of budgets and projects? → Learn what they’re working on and how you can help each other with specific projects.
  • What do they care about? → This is the “what’s in it for me” factor. Align your SEO recommendations and requests to these things.
  • How can they help implement your SEO recommendations? → Identify the 20% of SEO they can easily help with using current resources.

Here’s an example of what that might look like:

Who’s in charge? What do they care about? How can they help implement SEO?
Engineering Jane Doe, Head of Engineering Jane cares most about rolling out new features on time and minimizing bugs.  Jane’s team can resolve many high-priority technical SEO errors if she sees them as bugs.
Editorial Joe Blogs, Senior Editor  Joe cares most about publishing quality, brand-relevant content that leads to sales. Joe’s team can create or optimize SEO content with buying intent to maximize traffic on commercial queries.

Too often, SEOs lead with “I need X…” and end with “…for SEO”. Cue dramatic groans that echo company-wide.

Adapting your language and how you communicate is a minor action that can lead to big results in your mission to get buy-in for SEO. Communicating only what you need can often come across as an order and feels like extra work for someone else. Plus, it gives them no sense of why they should care or what’s in it for them.

Try this instead…

→ Highlight opportunities: “There’s an opportunity to do X that helps with your goal of Y”

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→ Leverage FOMO: “If we don’t do X, you’ll miss out on Y”

→ When speaking to executives:I intend to achieve X by doing Y”

It also helps to give your project a fancy name. Every time you talk about the project, mention the name, repeat key facts, and highlight the most exciting opportunities the project opens up.

Repetition is gold as it helps non-technical stakeholders tie goals and results to an otherwise intangible initiative.

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Most executives and department heads have no context for understanding SEO metrics like search volume, share of voice, or even organic traffic.

They don’t have an existing mental model to connect these numbers to. Therefore, when we start sharing SEO-specific numbers in meetings, many non-SEO stakeholders can’t easily approve specific actions or know how to make the right decisions—all because they can’t connect the numbers they’re already familiar with to the conversation about SEO.

Easy fix. Modify the metrics and actions you talk about to those that non-SEO stakeholders already understand.

For example, executives are likely churning over and obsessing about MBA-style metrics. CEOs think about things like revenue, market share, and profitability. Sales managers care about MQLs, SQLs, and so on.

Here are some examples of how to translate SEO lingo for non-SEO stakeholders. These are inspired by Tom Critchlow’s interview on Voices of Search.

Monthly traffic → Lifetime traffic value e.g., “By creating X content, we can get Y monthly traffic predict Y lifetime traffic value.” HINT: Multiply Ahrefs’ Traffic Value metric by 60 to get a 5-year estimate, a common timeframe for calculating lifetime metrics.

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Example of Ahrefs' traffic value metric in Site Explorer dashboard.

Share of voice → market share e.g., “By doing X, our share of voice SEO market share has grown Y%. We’d like funds to do more of X.”

Traffic growth → revenue growth e.g., “We can grow organic traffic predict Y% revenue growth from SEO if we hit X traffic targets. These are the project milestones that will get us there…”

It depends → forecasts e.g., CEO asks “What’s it going to get us?”… “It depends. I made a model that forecasts approximately X% growth in Y months.”

It doesn’t matter what specific metrics are used in your organization. You can adapt SEO metrics to the ones everyone in the company is already thinking about. The main goal of doing this is to take SEO from being a mysterious “black box” activity to something measurable and relatable to non-SEO stakeholders.

How to demystify SEO for executives.How to demystify SEO for executives.

Devs and engineers are essential SEO allies within any organization. And while you can often skip the lengthy relationship-building phase and jump straight into tech fixes, how you frame your requests still matters.

Don’t be the kind of SEO that constantly gives them extra work “because it’s good for SEO.”

Instead, tie in your requests to what they care about. Fixing bugs is an easy approach to take here because devs already understand and care about these things for reasons unrelated to SEO.

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Jackie Chu’s 2023 MozCon presentation outlined this brilliantly. A bug typically:

  • Delivers a confusing brand experience
  • Impacts customers (humans and bots)
  • Impacts other channels, like SEM

If pages can’t render, that’s a bug. If there are content differences between mobile and desktop, that’s a bug. Anything that needs improvement in Ahrefs’ Site Audit is, you guessed it, a bug.

That said, not all bugs are created equal. If you bother devs with a load of super minor or unimportant issues 24/7, they’ll learn to ignore you. So, make sure to prioritize and only ask for bug fixes that matter.

You can easily do this by filtering your Site Audit results by importance:

Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.

Submit:

  • Errors as high-priority
  • Warnings as medium-priority
  • Notices as low-priority

You can also show your dev team how to interpret each issue listed and find the steps they can take to fix them by clicking on the “?” next to specific issues.

Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.

Too many SEOs pitch projects without considering everything that’s needed to make them happen. You’re more likely to get buy-in if your pitch is specific and shows decision-makers the exact details around things like the project’s cost, resources required, and expected timelines.

For example, say you need 100 articles published within three months. Make sure you chat with your editorial and development teams first. See if they can fit this project in and what resources they need to make it happen.

Then, build those resources into your pitch:

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→ Instead of: “I’d like to publish 100 articles on the blog within three months and estimate I’ll need $X per article”.

→ Try this: “To get 100 articles on the blog, which we estimate will contribute to $X in lifetime traffic value, we’ll need to hire a freelance writer and dedicate two development sprints to the project within the next three months. Jane from engineering and Joe from editorial are collaborating on this with me, and we estimate a cost of $Y.”

Need to convince the Jane’s and Joe’s in your organization to partner with you? No worries. Check out the next point.

SEO is chronically underfunded and underresourced… but so are most other teams. You can become an ally and help other teams get more resources because they’re helping implement your SEO strategy.

They get more of whatever they need (people, money, resources). You get their help with SEO tasks, and they get prioritized. Win-win for you and your new BFF.

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You can get the ball rolling by pitching a small test or project that is easy for the other team to get on board with.

Avoid this → “I need 10 of the articles you’re working on each month to do X for SEO”.

Try this instead → “There’s an opportunity for us to do X, and it will allow you to meet Y KPIs. Can we run a small test (and build a case for the execs) so you can hire another writer to work on this project?”

Small tests are a great way to warm up a new contact within your organization, especially if there’s a clear benefit they’ll receive if the test works.

Test results are also very helpful when pitching to executives down the track. If you can demonstrate small-scale success in one area, it’s much easier to get funding for bigger projects that can piggyback on those early wins.

Even if the initial pitch is for another team to get funding, you’re getting your foot in the door for bigger projects. Plus, you’re essentially getting free SEO if you can leverage the other team’s resources for your benefit.

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A good habit for every SEO to develop is to link everything to strategic objectives. We need to get better at pitching the strategic value that our projects deliver instead of the actual work we need to do.

No one cares about the hundreds of technical fixes we need to work on. But everyone cares about revenues dropping if we don’t get support for technical fixes that affect conversions (and SEO, of course, but they don’t need to know that).

Key note here: strategic objectives go beyond metrics. They include things like:

  • Entering international markets
  • Becoming the market leader
  • Expanding X division

You get the idea.

Here are the tactics we’ve found that help position SEO as strategically valuable.

Compare against competitors

This tactic has a very high success rate in our team’s experience. When ideating this blog post, Tim, Patrick, Chris, and Mateusz all cited great success with this approach, and my own experiences echo this.

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It works for literally any SEO activity you’re pitching, especially if you’re in a fierce market with SEO-savvy competitors who are already doing the thing you’re recommending.

For example, you could try the following different pitch angles:

→ Closing the gap: “If we did X, we’d be able to close these gaps with our biggest competitor in Y months…”

→ Reverse engineering: “Our biggest competitor did X. If we dedicated Y resources, we could close the gap and outpace them within Z months.”

→ Becoming a pacesetter: “There’s a gap in the market and none of our competitors are leveraging it. X resources would allow us to take Y actions that give us a competitive edge and make it difficult for competitors to catch up.”

No matter your angle, an easy place to start is in Ahrefs’ Site Structure report. Here, you can see what strategies your competitors are using along with high-level performance metrics, like organic traffic and the number of referring domains that different website segments get.

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Example of Ahrefs' site structure report.Example of Ahrefs' site structure report.

Compare against internal departments

Another great approach is to bring your pitch back to what’s going on in other areas of the organization.

This is a great tactic to benchmark the value of SEO in a way that is immediately apparent. It’s also a great way to get easy buy-in if your company’s strategic objectives focus on specific divisions or products.

Here are some pitching angles you can try:

→ Expanding a division: “We need X resources to help division A expand to the level of division B.”

→ Improving KPIs: “Product A has a high cost per acquisition. We were able to lower CPA by X% for product B using SEO. If we had access to Y resources, we could repeat these actions for product A.”

→ Learning from mistakes: “We learned lessons A, B, and C from a past product launch. If we had X resources, we could help launch the new product for division A without repeating past mistakes.”

Forecast opportunity costs

Opportunity costs are the lost benefits you experience when choosing an alternative option. When it comes to getting buy-in for SEO, it can help to show what the opportunity cost would be if decision-makers chose not to invest in SEO.

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It’s super easy to do this using Ahrefs’ traffic value metric.

Example of Ahrefs' traffic value metric in Site Explorer dashboard.Example of Ahrefs' traffic value metric in Site Explorer dashboard.

This metric shows you how much you’d be spending on paid ads to get the same traffic you do through SEO. It has opportunity cost baked right into it!

You can use it in a few different ways. My favorite method is to look at a successful segment of the website and use its metrics to forecast potential success for a new segment you want to optimize or build-out.

For example, here you can see how the French segment of our site compares with the Spanish segment.

Comparing two website segments using Ahrefs' competitor comparison features.Comparing two website segments using Ahrefs' competitor comparison features.

Want to launch into a new international market? Use these metrics to build a case of what you’d be missing out on by not expanding.

Want to improve an underperforming segment of your site? Show that segment vs a segment that’s skyrocketing to your executive team.

My second favorite method is to use the Traffic Value metric to pit SEO against Google Ads or other marketing channels and showcase how SEO compounds over time and costs less in the long run.

Realistically, if there’s a marketing budget to be had, and it doesn’t go to SEO, these are the alternative channels it will likely go to. So, positioning SEO as a worthwhile channel to invest in can get you a bigger slice of the budget.

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For instance, you could pitch something like, “Our forecasts show that we could reduce our cost per click to $X (traffic value / traffic) by investing Y resources into SEO instead of [another channel].”

If your website is fairly new or you don’t have existing successes to leverage, you can do both of the above by using a competitor’s website as a proxy until you start getting some results that you can use in future forecasts.

So, your pitch would be more like: “X competitor is saving up to $Y (traffic value) in Google ads costs by using SEO. We’re leaving money on the table by not investing in SEO.”

Key Takeaways

Good SEO is about giving people what they want. Getting buy-in is the same, just for a different audience.

The more you help others in your organization get what they want, you’ll also get what you want.

When it comes to collaborating with other departments, it comes down to helping them meet their KPIs because they’re working with you. It builds a positive relationship where they feel happy to help you out in the future and are more likely to prioritize SEO projects.

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As for getting buy-in from executives, understanding where they spend most of their mental energy and aligning your projects to those things can go a long way.

If you’ve got any questions or cool tactics to share, reach out on X or LinkedIn any time!



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Websites Created With Google Business Profiles To Shut Down In March

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Websites Created With Google Business Profiles To Shut Down In March

Do you have a website created through Google Business Profiles for your local business?

If so, you must find an alternative website solution as Google plans to shut down websites created with Google Business Profiles in March.

Websites Created With Google Business Profiles Will Redirect Until June 10, 2024

A redirect will be put in place from your GBP website to your Google Business Profile until June 10, 2024.

“Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.

In March 2024, websites made with Google Business Profiles will be turned off and customers visiting your site will be redirected to your Business Profile instead.

The redirect will work until June 10, 2024.”

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How To Find Out If You Have A Google Business Profile Website

To find out if your business has a website made with Google Business Profile, search for my business or your business name on Google. Once you find your Google Business Profile, edit your profile and check for your website in the contact section.

If you have a Google Business Profile site, it should say, “You have a website created with Google.”

Otherwise, it will allow you to add the link to your website.

Screenshot from Google, February 2024Websites Created With Google Business Profiles To Shut Down In March

Choosing An Alternative Website Builders For Small Businesses

Google suggests Wix, Squarespace, GoDaddy, Google Sites, Shopify for ecommerce, Durable, Weebly, Strikingly, and WordPress as alternative website builders to create a new website or ad landing page to replace the Google Business Profiles site.

While some, like WordPress, offer a free website builder with generative AI features, its users’ content may reportedly be sold to OpenAI and Midjourney as training data unless they opt out.

Regarding Core Web Vitals, WordPress, Wix, and Squarespace showed the most improvements in performance.

It’s also worth noting that while Google Deepmind used a Google Sites website to introduce Genie, its new AI model, Google Sites may not be best for SEO.

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Updating Ad Campaigns

If you have a Google Ads campaign that links to a website created with Google Business Profiles, the ad campaign will also stop running on March 1, 2024, until the website link is updated.

There’s still time to update your business website to ensure visitors are not sent to a 404 error page after June 10, 2024. If you haven’t chosen a new website builder or hosting service, review the reviews to find the most reliable, affordable, and optimized solution for your business.

Featured image: Vladimka production/Shutterstock

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How We Built A Strong $10 Million Agency: A Proven Framework

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How We Built A Strong $10 Million Agency: A Proven Framework

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?

Watch this informative, on-demand webinar, where link building expert Jon Ball reveals the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.

You’ll learn:

  • The foundational principles on which to build your business to succeed.
  • The importance of delegation, market positioning, and staffing.
  • More proven lessons learned from 14 years of experience.

With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power’s success.

If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.

Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Join us as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.

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