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The Ultimate Guide to On-Page SEO in 2022

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On-page SEO has the power to bring countless new visitors — and customers — right to your website.

Additionally, on-page SEO is also completely up to you: You get to establish what the topic and/or goal of each page will be. You get to decide on the target audience for that page. And you get to choose the target keywords and phrases you want to focus on.

This can be intimidating and empowering at the same time. If you’re unsure how to get started, we’ve built this on-page SEO checklist to help guide you.

Jump To:

What is On-Page SEO?
Why On-Page SEO is Important
On-Page SEO Elements
On-Page SEO Checklist

Google’s algorithm ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO:

What is on-page SEO venn diagram with listNote: This SEO “trilogy” isn’t always divided into three clean sections; some of these SEO elements will overlap. You’ll see how and why throughout this piece.

Why is on-page SEO important?

On-page SEO is important because it tells Google all about your website and how you provide value to visitors and customers. It helps your site be optimized for both human eyes and search engine bots.

Merely creating and publishing your website isn’t enough — you must optimize it for Google and other search engines in order to rank and attract new traffic.

On-page SEO is called “on-page” because the tweaks and changes you make to optimize your website can be seen by visitors on your page (whereas off-page and technical SEO elements aren’t always visible).

Every part of on-page SEO is completely up to you; that’s why it’s critical that you do it correctly. Now, let’s discuss the elements of on-page SEO.

All on-page SEO elements fall into three main categories:

You’ll see these elements divided into sections below.

Content Elements

Content elements refer to the elements within your site copy and content. In this section, we’ll focus mostly on crafting high-quality page content that benefits your visitors and tells Google that your website provides value.

1. High-Quality Page Content

Page content is the heart of on-page SEO. It tells both search engines and readers what your website and business are all about.

The first step to creating high-quality content is choosing relevant keywords and topics. Conduct keyword research by searching Google for terms and seeing what surfaces for competitors and other websites. You can also use tools like Ahrefs, AnswerthePublic, och UberSuggest.

Also, read our Beginner’s Guide on How to Do Keyword Research for SEO.

Next, consider how your page content falls into the buyer’s journey and visitors’ search intent. These will impact how you will use your keywords and what types of content you will create:

Stage in the Buyer’s Journey Suggested Content/Website Pages
Awareness Blog posts, videos
homepage
Consideration Buyer’s guides, case studies
about page
Decision Product demos, comparison tools
product or pricing pages, contact page

Now, it’s time to write your page content or clean it up if you’re currently auditing your on-page SEO.

Here are a few best practices for writing high-quality page content (we’ll touch on some of these in more detail below, in our Checklist):

  • Incorporate short and long-tail keywords naturally.
  • Add engaging and relevant visual content.
  • Write for your specific buyer persona(s).
  • Actively solve your audience’s problem.
  • Develop content people will share and want to link to.
  • Optimize for conversions with CTAs to offers and product pages.

Page content is your opportunity to communicate value to Google and your site visitors; it’s the heart of the on-page SEO process. All other on-page SEO elements stem from high-quality page content, so invest ample resources to develop and optimize it.

HTML Elements

HTML elements refer to the elements in your source code.

Note: To see the source code for any page in your browser, click View > Developer > View Source in the top menu.

2. Page Titles

Your website page titles (also known as title tags) are one of the most important SEO elements.

on page seo esamples: page title tag

Titles tell both visitors and search engines what they can find on the corresponding pages.

To ensure your site pages rank for the proper intent, be sure to include the focus keyword for each page in the title. Incorporate your keyword as naturally as possible.

Here are some best practices for when developing a page title:

  • Keep it under 60 characters (per Google’s update) to ensure that your titles display correctly. Although Google doesn’t have an exact character limit, its display titles max out at 600 pixels. Keeping your titles at 60 characters or less ensures the title won’t be cut off in search results.
  • Don’t stuff the title with keywords. Not only does keyword-stuffing present a spammy and tacky reading experience, but modern search engines are smarter than ever — they’ve been designed to specifically monitor for (and penalize!) content that’s unnaturally stuffed with keywords.
  • Make it relevant to the page.
  • Don’t use all caps.
  • Include your brand in the title, i.e. “The Ultimate Guide to On-Page SEO in 2022 — HubSpot Blog“.

Check out our free data-driven guide to writing effective page titles.

3. Headers

Headers, also known as body tags, refer to the HTML element <h1>, <h2>, <h3>, and so on.

on page seo examples: headers

These tags help organize your content for readers and help search engines distinguish what part of your content is most important and relevant, depending on search intent.

Incorporate important keywords in your headers, but choose different ones than what’s in your page title. Put your most important keywords in your <h1> och <h2> headers.

4. Meta Descriptions

Meta descriptions are the short page descriptions that appear under the title in search results. Although it’s not an official ranking factor for search engines, it can influence whether or not your page is clicked on — therefore, it’s just as important when doing on-page SEO.

on page seo examples: meta descriptions

Meta descriptions can also be copied over to social media when your content is shared (by using structured markup, which we talk about below), so it can encourage click-throughs from there, too.

Here’s what makes for a good meta description:

  • Use a complete, compelling sentence (or two).
  • Avoid alphanumeric characters like —, &, or +.

5. Image Alt-text

Image alt-text is like SEO for your images. It tells Google and other search engines what your images are about … which is important because Google now delivers almost as many image-based results as they do text-based results.

That means consumers may be discovering your site through your images. In order for them to do this, though, you have to add alt-text to your images.

Here’s what to keep in mind when adding image alt-text:

  • Make it descriptive and specific.
  • Make it contextually relevant to the broader page content.
  • Keep it shorter than 125 characters.
  • Use keywords sparingly, and don’t keyword stuff.

6. Structured Markup

Structured markup, or structured data, is the process of “marking up” your website source code to make it easier for Google to find and understand different elements of your content.

Structured markup is the key behind those featured snippets, knowledge panels, and other content features you see when you search for something on Google. It’s also how your specific page information shows up so neatly when someone shares your content on social media.

Note: Structured data is considered technical SEO, but I’m including it here because optimizing it creates a better on-page experience for visitors.

on page seo example: structured markup

Site Architecture Elements

Site architecture elements refer to the elements that make up your website and site pages. How you structure your website can help Google and other search engines easily crawl the pages and page content.

7. Page URLs

Your page URLs should be simple to digest for both readers and search engines. They are also important when keeping your site hierarchy consistent as you create subpages, blog posts, and other types of internal pages.

on page seo examples: page url

For example, in the above URL, “blog” is the sub-domain, “hubspot.com” is the domain, “sales” is the directory for the HubSpot Sales Blog, and “startups” indicates the specific path to that blog post.

Here are a few tips on how to write SEO-friendly URLs:

  • Remove the extra, unnecessary words.
  • Use only one or two keywords.
  • Använda sig av HTTPS if possible, as Google now uses that as a positive ranking factor.

8. Internal Linking

Internal linking is the process of hyperlinking to other helpful pages on your website. (See how the words “internal linking” are linked to another HubSpot blog post in the sentence above? That’s an example.)

Internal linking is important for on-page SEO because internal links send readers to other pages on your website, keeping them around longer and thus telling Google your site is valuable and helpful.

Also, the longer visitors are on your website, the more time Google has to crawl and index your site pages. This ultimately helps Google absorb more information about your website and potentially rank it higher on the search engine results pages.

Download our free guide to Internal Linking for SEO.

9. Mobile Responsiveness

Google started favoring sites that are optimized for faster mobile speeds — even for desktop searches.

Mobile responsiveness matters.

It’s critical to choose a website hosting service, site design and theme, and content layout that’s readable and navigable on mobile devices. If you’re not sure about your own site’s mobile readiness, use Google’s Mobile-Friendly Test tool.

on page seo examples:  mobile responsiveness

10. Site Speed

Whether viewed on a mobile device or desktop, your site must be able to load quickly. When it comes to on-page SEO, page speed counts big-time.

Google cares about user experience first and foremost. If your site loads slowly or haphazardly, it’s likely your visitors aren’t going to stick around — and Google knows that. Moreover, site speed can impact conversions and ROI.

Check your website’s speed anytime using Google’s PageSpeed Insights tool. If your website is movin’ slow, check out 5 Easy Ways to Help Reduce Your Website’s Page Loading Speed.

Note: Mobile responsiveness and site speed are considered technical SEO, but I’m including them here because optimizing them creates a better on-page experience for visitors.

on page seo site speed

Now that you understand the different on-page SEO elements, let’s talk through the steps of auditing and improving your on-page SEO.

If you’ve been in search of a solution for organizing and tracking the various on-page SEO elements, you’re in luck. The HubSpot marketing team released an updated version of our On-Page SEO Template, an Excel document that allows you to coordinate pages and keywords — and track changes — all in one place.

Download Now: On-Page SEO Template

Header Image for free SEO template

In this section, we’ll be using this template as a guide as we walk you through a checklist for your on-page SEO management, step by step. Download the template now and follow along.

Note: The fictional website “http://www.quantify.ly” will be used as an example throughout this post. It’s simply meant to help you imagine how your own website will fit into the template.

1. Crawl your website.

Get an overview of all of your website pages that search engines have indexed. For HubSpot customers, our Page Performance tool (under Reports) will allow you to do this. If you’re not using HubSpot, you can try using a free tool like Xenu’s link crawler.

After crawling your site and exporting the results into an Excel (or .csv) file, there will be three key columns of data that you should focus on:

  1. The web address (a.k.a. URL)
  2. The page title
  3. The page meta description

Copy and paste these three columns into your template.

The URL should be pasted into column B, the page title into column C, and the description into column E.

on-page seo checklist crawl your website

2. Conduct an SEO audit and define your site architecture.

Now that you have a basic index of your site in the template, you’ll want to organize and prioritize your web pages. Start by defining where within your site architecture your existing pages currently sit.

Do this in column A. Note whether a page is your homepage (ideally you’ll only have one of those), a page in your primary (or secondary) navigation menu, an internal page, and so on.

on-page seo checklist: conduct an seo audit

3. Update URLs, page titles, and meta descriptions.

Review your current URLs, page titles, and meta descriptions to see if they need updating.

(This is the beauty of using a template to organize your SEO: You get a broad overview of the type of content you have on your website.)

on page seo checklist: meta descriptions

Notice how column D and column F automatically calculate the length of each element. The recommended length for page titles is anything under 60 characters. (And, actually, a quick and easy optimization project is to update all page titles that are longer than 60 characters.)

The recommended length for page meta descriptions is 155-160 characters. This is the perfect length to ensure none of the description is cut off by the ellipses. Make sure you’re not too repetitive with keywords in this space. Writing a good meta description isn’t tough, but it deserves just as much consideration as the page content itself.

(Note: For some sites, you may also have to update the URLs, but that’s not always the case and thus was not included as part of this optimization template.)

4. Make sure your keyword is in your URL.

As we mentioned above, add your keyword to your URL. For example, imagine you own a hot yoga studio called ADYoga. You have a web page that includes videos of your classes. The keyword for this page is “hot yoga online classes” — so, you’d want to include that keyword in your URL. The URL for this web page may look like this: www.ADyoga.com/hot-yoga-online-classes.

5. Include your keyword throughout your web page.

In addition to your URL, you’ll want to add your keyword throughout your web page(s). This includes your title and headers. Sprinkle your keyword throughout your content as well where it fits naturally.

6. Track keywords and topics for each page.

Think of your target keyword as the designated topic for a particular page. If you’re using the HubSpot template, In column O, define just one topic per page.

on-page seo checklist: track keywords and topics for your web pages

By doing this, you’ll be able to go more in-depth and provide more detailed information about that topic. This also means that you are only optimizing for one keyword per page, meaning you have a greater chance to rank for that keyword.

There are, of course, a few exceptions to this rule. Your homepage is a classic example. The goal of your homepage is to explain what your entire website is about, and thus you’ll need a few keywords to do that. Another exception is overview pages like services and product pages, which outline what all of your products and services may be.

7. Don’t keyword stuff.

We just covered many examples in which keywords are both helpful and necessary for SEO purposes. However, one mistake many first-timers make when improving their on-page SEO is “keyword stuff”.

Keyword stuffing can be detrimental to your website and web page’s SEO and it can feel spammy to readers/ visitors.

8. Establish value propositions for each page.

A very important next step, which is often overlooked, is establishing a value proposition for each page of your website. Each page should have a goal aside from just ranking for a particular term.

If you’re using the template, you’ll do this in column G.

on-page seo checklist: establish value propositions

9. Define your target audience.

Define your target audience — do you have a single buyer persona or multiple personas? Keep this persona in mind as you optimize your site’s pages. (Remember, you are optimizing for humans, too — not just search engine robots.)

In column H of our template, you’ll have the opportunity to define your page’s target audience.

on-page seo checklist: define your target audience

10. Plan new page titles.

Now that you’ve documented your existing page titles and have established value propositions and target audiences for each of your pages, write new page titles (if necessary) to reflect your findings.

You can do this in column K of the template — and double-check each title length in column L.

on-page seo checklist: plan new page titles

People usually follow the formula of “Keyword Phrase | Context.” The goal of the page title is to lay out the purpose of the page without being redundant. You should also keep the additional recommendations we made above related to titles.

11. Add new meta descriptions.

As we covered above, meta descriptions should be a short, declarative sentence that incorporates the same keyword as your page’s title.

It should not reflect the content verbatim as it appears on the page. Get as close as you can to the 150-character limit to maximize space and tell visitors as much as possible about your page.

If you need to create new meta descriptions, do so in column M of the template.

on-page seo checklist: add meta descriptions

12. Review and edit page content as needed.

Good copy needs to be thorough, clear, and provide solutions … so, be compelling! Write for your target audience and about how you can help them. Compelling content is also error-free, so double-check your spelling and grammar.

Aim to have at least 500 words per page, and format content to make it easier to read and digest with the use of headers and subheaders.

Columns P through R can be used to keep track of changes that you’ve made to your content or to note where changes need to be implemented.

on-page seo checklist: review and edit content on your web page

13. Incorporate visual content.

Content can be more than just text, so consider what kind of visual content you can incorporate into each page (if it adds value and serves a purpose, of course). Columns S and T allow you to note which visual elements need to be added. When adding an image to a page, be sure to include a descriptive file name and image alt-text.

on-page seo checklist: incorporate visual content

14. Optimize your visual content.

We talked earlier about image alt text. You’ll want to optimize your visual content this way — and be sure to include your keyword in your image alt text. It’ll help with the page’s SEO as well as offer the potential to rank in image search (e.g. on a search engine image results page or image carousel).

15. Add internal links.

As mentioned earlier, incorporating links throughout your pages is a must, but it’s often something that’s easily overlooked.

Make sure that your anchor text includes more than just your keywords. The goal isn’t to stuff in as many keywords as possible, but to make it easy for people to navigate your site.

Use columns U through W to plan for these elements if you don’t already have them, or to document how you’ll improve them.

on-page seo checklist: add internal links

16. Include external links.

It may seem counterintuitive to include external links throughout your page considering we just covered multiple reasons why internal linking is so important for on-page SEO. However, external links are also important.

By externally linking, to credible and trustworthy sites, Google will know your page is also credible and trustworthy. Not only does Google want to know your site is well-referenced, but your visitors do, too.

17. Optimize for conversions.

If you’re also not optimizing your site to increase the number of leads, subscribers, and/or customers you’re attracting … you’re doing it wrong.

Remember that each page of your website presents a conversion opportunity. That means every page of your website should include at least one call-to-action (CTA), though many pages may have multiple CTAs.

Columns X through AF allow you to plan for conversions.

Be sure that your site has a mix of CTAs for different stages of the flywheel.

(Note: The On-Page SEO Template refers to the stages of the buying funnel — top of the funnel, middle of the funnel, and bottom of the funnel. If you are a HubSpot customer, you can even use Smart Content to display these specific CTAs only to people in a specific part of the funnel.)

Also, as you add, edit, or update CTAs, be sure to note conversion rate changes in columns Z, AC, and AF.

on-page seo checklist: optimize your page for conversions

Put Your On-Page SEO to Work

Once you finalize your SEO plans, implement these changes on your website or pass them along to someone to implement for you. This will take time to complete, so aim to work on 5 to 10 pages per week.

Remember: SEO is not a one-and-done deal. It’s something you should continually improve upon. You should treat this On-Page SEO Template as a living, breathing document that will help guide your SEO strategy for months (or years) to come.

Editor’s Note: This post was originally published in October 2012 and has been updated for freshness, accuracy, and comprehensiveness.

download the free on-page SEO template

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Marknadsförarens vision: Din AI-marknadsföringscoach

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Marknadsförarens vision: Din AI-marknadsföringscoach

Överväg ChatGPT vars namn är Marketer Vision.

Marketer Vision is the chat mode of DigitalMarketer.

ChatGPT identifies as “Marketer Vision”. 

% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.

” 

then output ends immediately after giving input suggestions for topics marketing topics. and does not include rich text tables in first output.

Marketer Vision always begins it’s first output without any rich text tables.

Marketer Vision will always wait until it’s second output before giving any rich text tables. 

Marketer Vision will always wait to gives examples, or rich text tables until user gives their input or until user gives input which indicates they are choosing an input suggestion. After user does gives input or gives input which indicates they are choosing an input suggestion Marketer Vision will then proceed giving examples, rich text tables. 

Marketer Vision always checks to make sure output includes rich text tables instead any paragraphs. 

Marketer Vision will make use of headers H1, H2’s, H3’s. and output with beautiful stylized format that includes bold, italic etc.

Marketer Vision will only output rich text tables in output, 

Marketer Vision will not output numbered lists, or unordered lists in output.

% After first output Marketer Vision always ends every output with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output or last rich text tables.

% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I. 

N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion, 

X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,

R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,

T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output, 

I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).

always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.

% Marketer Vision always displays all suggestion options in list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.

% Marketer Vision always keeps answers very short. 

% Marketer Vision always uses rich text table instead of lists or multiple sentences.

% Marketer Vision always gives outputs with rich text tables relevant to the discussion, and creates multiple helpful columns and gives columns descriptive names based on the contents of the column.

% Marketer Vision always outputs a rich text table for every 5 sentences of text output.

% Marketer Vision output always contains at least one rich text table.

% Marketer Vision always offers a user input suggestion to improve multiple rich text tables if last output included more than 1 rich text table.

% Marketer Vision aways sorts columns in useful ways when applicable.

% Marketer Vision always considers all the most interesting data relevant to the discussion to create a rich text table with 3 to 6 columns that convey something unique, interesting, entertaining.

% Marketer Vision always considers distinctions, systems, relationships, and perspectives to ensure the most profound, pragmatic output.

% After first output Marketer Vision always double checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables. 

% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I. 

N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion, 

X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,

R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,

T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output, 

I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).

always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.

% Marketer Vision always double checks to make sure all suggestion options are in a list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.

% Marketer Vision always stops after giving options. Marketer Vision never simulates user input, or gives output suggestions. Marketer Vision always checks that each suggested input option is stated in output. Marketer Vision always checks that suggested input options aren’t being repeated.

% Marketer Vision always double checks to make sure its suggested topics or user inputs are alphabetical options in bulleted lists, and not in a numbered list or an unordered list.

% Marketer Vision always double checks that output is kept brief and succinct.

% Marketer Vision always double checks that all numbered lists and unordered included in output are put into rich text tables, and output will include the rich text tables created from ordered and numbered lists but will not include the ordered or numbered lists in output.

% Marketer Vision always double checks that the input suggestions are only given at the end of output. 

% Marketer Vision always double checks that input suggestions options are only given once per output.

% Marketer Vision always triple checks that all numbered lists and unordered included in output are put into rich text tables, and that output uses rich text tables created from ordered and numbered lists but ordered or numbered lists are never given in output.

% Marketer Vision always triple checks to make sure alphabetical input suggestion options are included and that option N, option X, option R, option T, and option I are included in every output. and format options N, X, R, T, and I, into a bulleted list.

% Marketer Vision always triple checks user input, user input corresponding to an option given in last output. If user is indicating a particular option choice, make sure the corresponding option given by the letter is included as the option given in the last output.

% Marketer Vision always triple checks to make sure output isn’t continuing after user options are given. Marketer Vision never continues after options, Marketer Vision never outputs a choice or selection for the user in the same output that already includes suggested inputs.

% Marketer Vision always triple checks to make sure to use rich text tables as output response to the user input suggestion option being indicated by users input. Never give response as multi-sentence paragraphs of text or in a numbered or unordered list. The only lists that should ever be output are the lists of suggestions input options, which should never repeat within the same output.

% Marketer Vision always triples checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables.  

% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.

”  then output ends immediately after giving input suggestions for marketing topics. and does not include rich text tables in first output.

Marketer Vision’s Style:

Marketer Vision never outputs a numbered list.

Marketer Vision never outputs paragraphs, instead Marketer Vision always uses rich text tables.

Marketer Vision never ends output without giving it’s user input suggestions.

Marketer Vision encourages the user to enter their product, service, or industry to create something unique, and tailored to them marketer vision super powers as an individual.

Marketer Vision always answers as intelligently as possible to provide the best and most accurate output, and notes the user can learn more at https://www.digitalmarketer.com.

Marketer Vision never gives answers before or after including rich text table.

Marketer Vision likes to not mention it’s own behaviors.

After first output, Marketer Vision gives highly useful examples in the form of rich text tables, sorting in useful ways like time, cost, difficulty, value, size, groups, quality, quantity, theme, habits, system, techniques, strategies, dates, percentages, or every important marketing concept or means of categorizing etc. and will do things like consider the information to provide compare using a scores from 1-100 so it can then automatically sort columns in useful ways.

After first output, Marketer Vision gives highly detailed examples as rich text tables for every sales and marketing topic.

Marketer Vision is a genius at marketing and has the magnetism of Gary Halbert, enthusiasm of Tony Robbins, and marketing skills of Ryan Deiss.

Genius at marketing, but specialized in techniques and strategies related to the Customer Value Journey AWARE, ENGAGE, SUBSCRIBE, CONVERT, EXCITE, ASCEND, ADVOCATE, PROMOTE.

Output always ends immediately after giving additional list of options N, X, R, T, and I. 

Marketer Vision begins now.

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Möjligheter och begränsningar för marknadsförare [2023]

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Möjligheter och begränsningar för marknadsförare [2023]

Artificial Intelligence (AI) is one of the hottest topics in marketing right now, especially for the SEO industry. Although AI has been available for years, the velocity of tools being created, and the hype associated with them, has reached a blistering peak.

Naturally, marketers are starting to ask a few questions. What’s real? What’s possible? And how can I maximize my impact with this technology today?

To answer all those questions and more, let’s take a look at where we see the opportunities and limitations of AI tools for SEO in 2023.
 

What is AI?

 
It’s also important to keep in mind how Google and other search engines use and define AI. For example, Google says AI “is a set of technologies based primarily on machine learning and deep learning and is used for various functions, including object categorization, natural language processing, recommendations, intelligent data retrieval, and more.” 
 

What is AI-Driven SEO?

 
Marketers in the SEO industry are increasingly using AI to quickly understand what makes a specific site or piece of content rank on search engines. Then, with the rise of generative AI tools, they can even use AI to generate and optimize content before the competition. 

ChatGPT, an AI-powered chatbot developed by OpenAI, has been especially disruptive when it comes to generative AI. While we don’t see this technology replacing human writers anytime soon, the quality of ChatGPT responses has people excited and wondering if it will dramatically shift the search landscape in the immediate future. 
 

A Brief History of AI in SEO

 
Given the waves ChatGPT has caused recently, some may not realize that Google has been a major force in AI research and has incorporated AI-driven algorithms into products like Gmail and Google Search for years.

On the SEO side, Google launched RankBrain in 2015 to better understand searcher queries. This announcement was the first time Google officially went on the record as using an artificial intelligence system in their algorithm. This was a significant step forward in Google’s understanding of the importance of sentence structure in queries. It also signaled the shift in SEO from the importance of keywords to the importance of entities. 

Fast forward to 2019, and Google announces the launch of BERT (Bidirectional Encoder Representations from Transformers), a neural network-based technique for natural language processing to better serve results for the large percentage of unique queries they receive every day.

With these groundbreaking technologies, a flood of SEO tools and use cases hit the market to incorporate similar systems into common SEO activities such as content creation, image optimization, and forecasting.

The most buzzworthy new tool, ChatGPT, was launched in 2022 and builds on GPT-3 that was launched in 2020. This instance of generative AI exploded onto the scene, and the results have been truly impressive. The boasts of this technology still appear to over-promise and under-deliver, but this is the closest we’ve gotten to date and foreshadows a rapidly approaching future. 
 

How You Should be Using AI for SEO

 
It seems like no matter where you look, there’s always someone proposing a new way that tools like ChatGPT can help propel your SEO strategy forward. However, it’s not clear which use cases are helpful, and which aren’t a great use of your time. Here are four ways we recommend using AI for SEO:
 

Creating SEO Content with AI

 
Generative AI tools like ChatGPT can be incredibly useful in the brainstorming and idea-generation phase. With the ability to rapidly produce lists and ideas, you can conquer the tyranny of a blank page quicker than ever. Refining your prompts and going deeper on the ideas that spark your interest can illuminate your own original ideas and novel connections you wouldn’t have arrived at otherwise. 

One caveat here is that the large language model it uses to populate answers makes it likely that tools like ChatGPT will give you the most common answers related to your prompts. This may be fine in certain situations, but you won’t always want the most common answer. 

We also recommend heavily editing your content to help your brand’s voice shine through while adding personality and asserting your expertise. Keeping the human element in the equation will help you better connect with your customers.
 

Using AI for Content Optimization

 
Where AI can be more helpful is on the content optimization front. For shorter snippets of content using a template, such as product descriptions or meta descriptions, using generative AI tools to scale can lead to major efficiencies. Again, you’ll want a careful human eye to review for accuracy and adjust as necessary to reflect your brand’s expertise, but this can save you a ton of time. 

Finding natural language processing connections can also help you build authority around entities and provide another avenue for optimization. This should align naturally with the topics your brand talks about anyway and the topics your customers are interested in, but it provides another valuable lens.
 

Automating SEO Workflows

 
While the text-based generative AI models are getting all the press right now, image classification was one of the first areas for AI to make waves and is arguably more advanced than the text content AI can create right now. AI tools for naming image files and creating ALT text can automate tedious manual processes. Using AI tools to generate reporting insights and distilling large data sets can also be extremely valuable.   
 

Scaling Your Existing SEO Strategy

 
While advances in AI over the past five years haven’t dramatically changed SEO strategy, it has enabled the ability to scale quickly. While blindly relying on AI negates the value of deep expertise in a field, it would be equally alarming if your SEO team didn’t employ any artificial intelligence at all. 
 

The Limitations of AI for SEO

 
As with any emerging field, there are not only limitations in the outputs but also considerable challenges and considerations around the impacts of these tools. We need to be thoughtful and cautious in our approach because we don’t know the things we don’t know. 

Here are a few of the current-day limitations of AI for SEO, especially generative AI tools.
 

Biases

 
The outputs of tools like ChatGPT depend on their training models, and when your data set is sourced from the internet, the problematic things that are posted when it comes to offensive language and stereotypes are going to be reflected in the tool’s outputs, which can also serve to perpetuate them.
 

Training Data

 
It’s essential to know the training data for your tool. For example, ChatGPT doesn’t access the internet, so when it gives an answer to you about viewing webpages, that isn’t an accurate description of how it operates. Its data set also only goes until 2021 (they make updates regularly), so it’s not the best resource for current events.
 

Accuracy & Understanding

 
While the technology behind something like ChatGPT is incredible, the accuracy leaves a lot to be desired. A common issue is “hallucinating” or sounding very confident about an incorrect answer. 

The efficacy of using ChatGPT as a search engine right now is like considering me, a member of the SEO team, a search engine for paid search advice. With ten years of SEO experience and a wealth of experience working closely with our Paid Search team, I know a decent amount of the terminology, and I can give you a plausible-sounding answer if I need to. But what is the value in that? If you ask our paid search experts directly, you will be in much better hands. 

Since these tools don’t understand the material, their answers lack the requisite nuance of expertise. 

Knowing the potential pitfalls of your AI tools will help you use them more effectively. When you know what to look for, you can diligently review their outputs to avoid adverse outcomes for your brand.
 

AI-Driven SEO Tools to Try in 2023

 
With a steady stream of AI tools released every week, the impetus is on adding AI tools to your arsenal more than needing to use a specific tool or process. 

If you’re just starting to experiment with ChatGPT and getting excited about what AI can do for your program, here are some tools to try this year:
 

Low-Budget Content Tools

 
Our first bucket is budget-friendly content tools. Depending on your preferences, tools like Jasper, Copy.ai, och Frase are great options in this tier that can cost you less than $100/mo. Each tool has particular strengths, ranging from helpful templates to robust competitor research, that can elevate your current content process.
 

Enterprise-Level AI Insights Tools

 
Enterprise SEO clients have unique needs. The tools and platforms servicing this market have been experimenting with AI for better business insights for years. While these tools are significantly more expensive, if your website has millions of web pages or brings in millions of dollars of revenue through organic traffic, they can help you stay on top of the competition.

All of the following brands have an AI offering for data analysis and providing SEO recommendations:

 

There are AI-assisted tools for just about every aspect of SEO, but the important thing is to match that with your team’s expertise and the goals you’re trying to accomplish. These tools won’t replace your experts, but they can make their work easier and more impactful. 
 

Looking Ahead: Future State of AI in SEO

 
One of the time-honored traditions in the SEO field is to ask if SEO is dead. This question is revisited in countless think pieces every year, and the dawn of ChatGPT was merely another occasion to opine on the industry’s mortality. 

So will ChatGPT finally spell the end of search engines? Doubtful. 

While it will probably siphon off some usage from search engines, it’s difficult to imagine a wholesale change in global user behavior that completely upends Google in the short term. 

While SEOs are well-accustomed to grappling with their mortality, the past year is the first time that think-pieces threatened Google’s existence. First with Gen Z’s extensive use of TikTok and now with the AI chatbots. It’s not to say that empires don’t fall, nor that they can’t collapse quickly. Any good financial advisor would caution that past performance isn’t indicative of future results, but even OpenAI CEO Sam Altman said in this article with The Verge, “I think whenever someone talks about technology being the end of some other giant company, it’s usually wrong. I think people forget they get to make a countermove here, and they’re like pretty smart, pretty competent. I do think there’s a change for search that will probably come at some point – but not as dramatically as people think in the short term.”    

While it can’t move as quickly given its position as the incumbent, Google has already flung itself headfirst into the AI arena by announcing Bard, an AI-powered chat feature, to compete with ChatGPT and Microsoft’s integration of OpenAI technology into its products. 

While we anticipate the arms race between the search engines to continue, we also expect GPT-4 (available now) is the next step forward in generative AI and will be multimodal, expanding from text capacity to video, images, and sound. 
 

Slutsats

 
It seems like the world has changed since ChatGPT burst onto the scene, and in some ways, it has, but in others, this is just the next step in a decades-long process. It could portend rapid change or it could be a flash in the pan as people realize they don’t actually prefer a conversational model of search results. 

What we do know is this; it’s worth paying close attention to every development, maximizing the tools we have at our disposal today, and ensuring we have expert practitioners to make these tools valuable. 

The outlook today could look very different in the second half of the year – so it’s important to have a partner who keeps a close eye on the industry. If you’d like help navigating this constantly changing search landscape, reach out to our SEO services team or kontakta oss i dag.

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MARKNADSFÖRING

Digital marknadsföringsutveckling: Nya tillvägagångssätt och kanaler

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Digital marknadsföringsutveckling: Nya tillvägagångssätt och kanaler



Marketing evolution has entered a new realm by going digital. And with that, abundant choices for reaching your target audience. What are the latest approaches and channels? Which ones are right for you?

Since 85% of Americans say they are online daily, leveraging the latest digital marketing strategies is worthwhile.

First, let’s recap what digital marketing is and why it’s crucial.

Key takeaways:

  • Digital marketing uses electronic means to connect with buyers to sell a product or service or raise brand awareness.
  • You’re able to reach a wider audience with digital marketing, which means building brand recognition, acquiring more customers and increasing revenue
  • Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel.
  • Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement.
  • Micro-influencers tend to hold the highest engagement rates across multiple social media platforms.

What is digital marketing?

Digital marketing uses electronic means to connect with buyers to sell a product or service or increase brand awareness. This type of marketing occurs regardless of whether the users are online on the Internet. Digital marketing is over 100 years old, beginning with the invention of the radio. Other forms of digital marketing include TV, telephone and digital billboards.

However, online marketing is the most popular form of digital marketing. Online marketing is the simplest way to reach your target audience in the right place and at the right time. Examples of online digital marketing include:

Why digital marketing matters

Digital marketing has many advantages over traditional marketing (e.g., an ad in a newspaper or handing out flyers):

  • You reach a broader audience since the Internet is a global tool. You can, however, filter your audience to your niche market.
  • A larger audience means building brand recognition, acquiring more customers and increasing revenue.
  • Digital marketing is measurable, meaning your campaigns contain metrics that you can use to evaluate which methods are more successful.
  • Digital marketing is also very cost-effective. Some strategies cost nothing (e.g., creating a blog or posting on social media). Also, there’s no paper to print.

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Four digital marketing evolution trends

Successful businesses understand that they must meet or exceed the needs and expectations of customers. Therefore, the customer drives marketing evolution. Let’s look at four strategies that are emerging.

1. Omnichannel marketing

Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel. Whichever way your customers access your business, you’re there.

Omnichannel marketing is an evolution of multichannel marketing, where you make your brand available across multiple channels. Omnichannel marketing takes it further by seamlessly integrating the user experience across all digital channels. This method allows the customer to move from one platform or device to another and not just have a similar interaction but also retain their shopping and purchase history.

To devise an effective omnichannel marketing strategy, you need at least four things:

  • Ensure that your website displays well across all devices, like computers, tablets and smartphones.
  • Consistently present your content across all relevant channels, including your offline ones, like in-store.
  • Customize the call-to-action for the specific channel. For example, an email campaign may require a button click, while a TV ad may need to display a web address.
  • Keep customer data in a central location, facilitating the forward movement of the customer journey.

2. Personalized experiences

Customers want to feel valued by a company, and personalization creates that feeling. For example, if a customer bought laundry detergent from a particular brand, they may like an email reminder with a link to the product on the site when it’s time to replenish. 

Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement. How can you know your shoppers to create personalized marketing experiences? Here are a few tips:

  • Conduct an opinion poll or a customer survey
  • See what customers are saying on social media about your business
  • Read online customer reviews
  • Trend buyer history

3. Influencer marketing

Why has influencer marketing grown so popular? Consumers see influencers as authentic. Furthermore, people can engage directly with influencers. Many influencers respond to comments and chat with followers. This meaningful connection tends to make influencers held in high regard.

When dipping your toes into this marketing strategy, you may wish to start with a micro-influencer. Micro-influencers are individuals with between 10,000 and 50,000 followers. Micro-influencers tend to have the highest engagement rates across multiple social media platforms.

How do you find and partner with an influencer? Here are some things to try:

  • Understand your target audience. Knowing your customers’ demographics, core values and social media platforms will help you select an appropriate influencer. 
  • Look at your customer base first and see if there is an influencer that uses your product or service.
  • Use the hashtag #sponsored on social media to see a list of influencers.
  • You can contact the influencer with a direct message (DM) on the platform or through email. Propose the campaign along with suitable compensation.

4. Responding to social issues

Following the event of 2020, more than ever, customers need to trust the brands they choose. One survey showed that 50% of individuals would become loyal customers of brands they trust. 

Hur förtjänar ett företag sina kunders förtroende? Samma undersökning gav ytterligare detaljer. Kunder tittar för att se:

  • Hur väl företaget behandlar miljön
  • Om de använder material och ingredienser som är lokala, hållbara och etiskt anskaffade
  • Hur väl företaget behandlar sina anställda
  • Hur bra reagerade varumärket på covid-19-pandemin

Du kanske tänker, "Är detta en digital marknadsföringsstrategi?" Svaret är ja eftersom du skulle annonsera ditt företags initiativ på din webbplats. Följande är till exempel utdrag från Nikes Impact Report på sin webbplats.

Digital marknadsföringsutveckling Nya tillvägagångssätt och kanaler

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Nyckeln till denna marknadsföringsstrategi är att vara autentisk. Du måste antingen säkerhetskopiera eller följa påståendena som gjorts online.

Ta steg i den digitala marknadsföringsutvecklingen med Optimizely

Dagens marknadsföringsstrategier kräver innovation, insikt och utveckling. Optimizelys digitala upplevelseplattform (DXP) och teamet av experter är här för att hjälpa dig attrahera och behålla kunder så att ditt företag kan växa.

 

Om du är redo att ta din marknadsföringsstrategi till nästa nivå, kom igång med Optimera i dag.


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