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Women In SEO Share Tips On Closing The Wage Gap

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Women In SEO Share Tips On Closing The Wage Gap


We’re back this Women’s Day with even more tips and advice from women in the SEO industry on how to know your worth – and command it.

This piece was originally published in 2021. Now, another year into a global pandemic and amid ongoing socioeconomic unrest the world over, our experts have more to share.

And their insights have never been more important.

COVID has worsened global inequality across the board and in America, this has translated to a deepening wage gap – especially for Black, Native American, and Latinx women.

SEO is constantly evolving according to data, consumer behavior, and algorithm trends.

But when it comes to women being treated as equals, the industry is much less evolved.

SEO is still a male-dominated industry where men outnumber women 2-to-1, according to a study conducted in 2020.

That survey found that:

  • Women are far less likely to be technical SEO professionals.
  • Women are twice as likely to freelance (see: unstable employment) as their male counterparts.
  • Men are more likely to charge monthly retainers; women are more likely to get paid by the hour or project.
  • Men’s retainers are 28.6% higher than women’s.
  • Men’s project rates were on average 66.7% higher than women’s.
  • Median hourly rates for men were 16.8% higher than for women.

And while the sample sizes for various aspects of this research were small, it is also worth noting that the study failed to account for the impact of combined gender and racial bias for Black, Indigenous, and other women of color in SEO (which the study coordinator acknowledges and regrets).

Had that been factored in, we would most likely see even more extreme differences in pay and opportunity for those women.

Despite this, many women continue to be attracted to careers and entrepreneurship in SEO and Digital Marketing.

Our world is fun, challenging, and ever-changing.

And as more women become involved in and grow in the industry, the uphill battle those women face is realized by more and more people.

It can be intimidating to ask for the rates we see in industry benchmarks and to prove our value to the companies or agencies who employ us.

In this column co-authored by Stephanie Gifford, SEO Marketing Manager at Adigma.io, we’ve asked women to share their best advice for peers and things they wish they’d known earlier in their careers.

Check out these tips for knowing your value as digital marketing and SEO professionals, getting paid fairly, and defending the title you’ve earned.

Please note that the job titles listed below reflect those of each contributor when they first submitted.

Knowing Your Value As An SEO Professional

Miracle Inameti-Archibong, Organic Performance Lead At Moneysupermaket Group:

“One of the reasons why women fail to ask for their worth is the feeling that they are not good enough. Work on that imposter syndrome.

Keep track of your accomplishments both big and small throughout the year. Don’t wait until it’s time for your review.

Don’t forget to value your soft skills as much as your hard skills it all impacts the work you do and it’s so unique to you, you deserve to be paid for it.”


Sara Taher, SEO Manager At PDFTron Systems Inc.: Sara Taher

“Being woman wearing a hijab led to my being underestimated in so many situations.

But then I realized, I need to be confident first inside to radiate it from the outside…

Confidence isn’t the same as competence; I know I’m good at my job… and all I need to do is to raise my confidence level to be as high as my experience as an SEO professional…

I’ve been working on that since last year, it’s not an easy journey but I’m getting there hopefully soon!”


Robyn Johnson, Chief Executive Officer Of Marketplace Blueprint: Robyn Johnson

“If I know that I am good at what I do, and believe that I provide a product that will make a difference to a client, I am doing them a disservice if I don’t assertively make that offer.

I found earlier on that I didn’t want to ‘pressure’ people, and then those same customers would go purchase with someone who had slick marketing or a more aggressive sales process even when they had less experience and expertise.

Consider who your customers might go with if you don’t communicate your offer and the value you bring to the table.

You aren’t tooting your own horn to gloat or be prideful; you need to accurately highlight your skills and your value so that your customers or potential employers can determine if your offering will really get the results they need.”


Julia McCoy, Coach & Strategist At The Content Hacker: Women In SEO Share Tips On Closing The Wage Gap

“Give yourself an annual task of re-assessing your rates.

Every year, without fail, audit what you charge and increase as needed. You should be charging more as your experience, skills, and credibility/tenure grows.

Don’t let imposter syndrome stop you from claiming your rightful place in the market. Back it up by boldly talking about the work you’ve done, and goals you’ve smashed for clients!”


Chelsea Alves, Sr. Content Marketing Specialist At Rio SEO: Women In SEO Share Tips On Closing The Wage Gap

“As a woman, knowing your professional value not only builds confidence but extends to the work you produce. This in turn leads to higher quality work, increased satisfaction with your job, and likelihood for promotion.

Stagnation can be a career killer. Instead, we must strive to push past our comfort zones.

To do this, I encourage women to continue to enhance your skills, broaden your networks, and ask for mentorship when needed to truly leave your mark in the SEO world.”


Navah Hopkins, President At Navah Hopkins LLC: Navah Hopkins

“On general value: Use data! Before you set rates or go into a salary negotiation, look up what others are charging/being paid.

Don’t be afraid to have different rates for different projects and always make sure you’re accounting for overhead (taxes, utilities, software, etc.).

Here’s to all the amazing power women knowing their value and being paid appropriately for our brilliance!”


Jenise Uehara Henrikson, CEO Of Alpha Brand Media, Home Of Search Engine Journal: Women In SEO Share Tips On Closing The Wage Gap

“When in doubt… go for it. Apply for that job, ask for that raise, ask for more $$$ in your proposal.

In the workplace, women in general tend to hang back and ask for less. A recent LinkedIn study showed that women apply to 20% fewer jobs than men.

Another famous study found women feel they need to meet 100% of the job criteria before they will apply… while men usually apply after meeting ~60%.

Women are twice as likely as men to report a total lack of comfort when asking for a raise. We need to ask for more. And when we don’t get it? Instead of giving up, learn to take a different approach, dust yourself off, and try again.

It’s taken me a long time to evolve my reaction to rejection: that it is not a verdict on me and my worth and I should just stop. Rather, I’m learning from failure, so that I can try again, fail better, and eventually… succeed.”


Ivy Boyter, SEO & Content Manager At GYBO Digital Marketing: Ivy Boyter

“As someone with HR experience from years ago, your title won’t matter as much as the meat you can put into your resume… the data and results that matter to who is looking to hire someone.

Show what you bring to the table by including valuable measurements in your descriptions instead of the day-to-day activities.

In general, though, titles can help you research what pay ranges you may expect.

There are plenty of websites that will help you discover pay ranges based on position, years of experience, where you live, etc. And I agree with PP… negotiate high (read “Never Split the Difference” if you want to learn serious negotiation skills ).

Finally, if you can’t get the $$, benefits like vacation/PTO are sometimes negotiable for the right candidate.”


Negotiating Rates And Raises: Practical Tips From Women In SEO

Rue Walker, Owner Of Walker Web Consultation:Rue Walker

“I work with small businesses who often have tight budgets.

I always want to respect the investment in my services, so I prepare monthly reports that detail exactly what I have provided and show clear results.

Then, when I ask for a raise, I have a record of success.

I will also offer to work for three months at a lower rate of pay with the option to negotiate a raise to my preferred pay scale once I have shown results.”


Motoko Hunt, President – Search Marketing Consultant At AJPR LLC:Motoko Hunt

“Show your value in terms of business data, not just because you’ve been there for X number of years or you put X number of hours but because your work grew (contributed to growing) business X% or increased the revenue by $X.

Also, always keep paper/digital records of communications, projects, etc.; whatever proves what you did/said.”


Shelly Fagin, Director, Growth Marketing At Credit Karma: Women In SEO Share Tips On Closing The Wage Gap

“Never be afraid to negotiate if the offer isn’t right for you. I do believe women tend to negotiate less out of fear of being seen as aggressive or demanding.

On the flip side, if someone isn’t willing to give you what you deserve don’t be afraid to walk away.

If the company or client really understands your value, they’ll work with you. If they don’t, you probably dodged a bullet.”


Anna Crowe, SEO Strategist At Hello Anna Branding: Anna Crowe

“Stop giving away your number.

I’ve worked both in-house and in freelance life.

Over the past four years, after talking to my friends about their salaries and rates, I realized how underpaid I was. I would get to the negotiation and lowball myself.

I was following the motto’s of “Hustle hard” and “Slay your day.” But, in reality, following advice from an Instagram quote doesn’t pay your bills.

I realized it’s all about how you finesse the numbers.

First, I came up with my line in the sand of what I needed to make to survive. Then add a little extra ($10,000-$15,000 per year).

When you’re asked for a number, ‘What is your budget?’ or ‘What are your salary requirements?’ Flip the script. Ask your client or potential boss what their budget or salary range is.

You might be surprised with the number you get back.

The first time I did this, I was going to quote $3,000 per month.

By the end of the conversation, I had more than tripled my money. It’s like poker, don’t show your cards. I had undercut my company, my self-worth, and my time. I was just happy to win a client.

Now, I understand my bottom line. And, I’m comfortable saying no, whether it be to clients or a project.”


Robyn Johnson, Chief Executive Officer Of Marketplace Blueprint:

Robyn Johnson

“Don’t base your prices on what you are ‘worth.’ I know that sounds counterintuitive but what if you have self-worth issues? That made me tend to underprice my services.

Instead of focusing on ‘What I am worth?’ I now ask myself, ‘How much value will I bring to this client?’

Focusing on the value I bring to the customer allows me to separate my service fees from how I might be feeling about myself on any given day.”


Bibi Raven, Founder Of Bibibuzz: Bibi Raven

“I think a lot of women have the notion that negotiation has to be confrontational, so they try to avoid going into it full-heartedly.

They also don’t like putting themselves in the spotlight and feel that talking about their accomplishments is a bad thing.

What I’ve learnt works best is this:

Assess your own worth, and then double that (as you’re probably aiming too low, and the negotiation result might end up lower).

Determine your BATNA: Best Alternative to a Negotiated Agreement. This is one of the pillars of the Harvard Method. It means that prior to a negotiation, you determine when you will walk away from the table.

It’s a great safeguard against agreeing to something you’re not comfortable with.

Don’t take it personally. Separate what you do for work and business from your personal worth. Rejection in a negotiation does not say anything about who you are.

Of course, the other party might mean it personally, but you don’t have to play along. Water off a duck’s back.

Be as laidback as possible. The weird thing is, when the other party notices you’re relaxed, they often tend to agree with you. If you don’t know what I mean, watch the movie “Office Space.”

Use “okay, and…” when the other party offers something you don’t want but it’s not quite at BATNA level, create an opening for yourself.

Don’t say no right away, but create an opening by countering with a demand that will make theirs acceptable.

For instance, when they say: we want you to start working full-time, then you say: Hey cool, but I’d like three months paid leave with that.

If you have this idea stuck in your head that you’re simply not that kind of person to ask for things, pretend you’re someone else that you admire and channel them.”


Why Titles Still Matter In SEO

Angie Nikoleychuk, Content Marketing Manager at Search Engine Journal: Angie Nikoleychuk

“Titles are as much about your pay and your responsibilities as they are a signal to others.

In the early days of my career, for example, I quickly learned that marketing my services as a “freelancer” seemed to reduce the quality of the jobs coming in and the pay for that work.

It improved significantly after listing myself as a copywriter and content provider.

And while a title can signal your level of experience and expertise to others, that quickly dissipates when you get down to work.

Holding a title doesn’t always equate to the levels of confidence, support, and money you need to do your job.

No matter what title you hold, you won’t be able to achieve great things without a team that supports your efforts and has confidence in your abilities.

It also depends on your ability to speak up and demonstrate your value. Don’t be afraid to brag in a tasteful way and make sure you claim credit for your work.

Women have traditionally been taught to avoid conflict and not make waves, but it’s difficult to stand out if you spend all your time blending in. It pays to be bold in the right moments.

After all, if you’re not comfortable with your work and fail to recognize its value, no one else will. Title or not.”


Libby Stonehawk, Co-owner Of Stonehawk Digital: Libby Stonehawk

“I seriously undersold myself at the start by calling myself ‘junior’ in my job title and charged way too little, working myself to a plump while over-delivering.

I soon realized that many so-called experts (usually male) knew about as much as me but would mystify clients with SEO jargon so they would not ask any questions!

When my husband started to freelance with me under the name Stonehawk Digital, during client pitches a lot of the more technical questions were directed to my husband even though I had the formal training.

If I could go back I’d say leave out the ‘junior’ designation, charge more, and connect with other women in tech earlier for advice and support.”


Navah Hopkins, President At Navah Hopkins LLC:

Navah Hopkins

“Never allow yourself to be called ‘associate’ or ‘junior’ anything. You’re a strategist, consultant, or specialist at entry-level.

If you’re a rockstar individual contributor with no desire to manage people, get a ‘senior’ or ‘team lead’ added to whatever function you perform.

‘Director’ and above tends to be faster to secure at smaller companies, and typically demands you have just as much business strategy at your back as digital marketing.

For agency owners: you’re a CEO unless you’ve handed control to someone else. We all tend to think of CEOs as the boss. President can work, too!”


Rachel Libby, Marketing Director at Buy Box Experts: Rachel Libby

“I learned early on that if I wanted to quickly progress and grow in my career, I had to be hungry for opportunities and proactively seek out paths that took me where I wanted to be.

Those experiences weren’t going to fall in my lap simply by paying my dues and sticking to routine. I had to chase each opportunity, take risks, and pursue the things that ultimately gave me the growth I desired.

I’ve been lucky enough to cross paths with colleagues that saw my talent, ultimately helping me realize my full potential and what I was capable of achieving. That encouragement has always been helpful to me when the road inevitably gets tough.

Ultimately, my advice is to really think about where you’d like to be in 10 years. What are you doing? How much money are you making? What does your work/life balance look like? What makes you happy?

Then create a plan that gets you there little by little with small, doable, daily goals. Be flexible with your dreams and patient with yourself and your journey.

Lastly, surround yourself with a supportive network that believes in you and sees your potential. That encouragement will get you through the growing pains that always inevitably come.”


Top Takeaways For Women In SEO

Know Your Value:

  • Keep track of your success with measurable data.
  • Have confidence and work on combating imposter syndrome.
  • Communicate and accurately highlight your skills.
  • Review and re-evaluate professional rates and pricing annually.
  • Continue to hone your skills and build connections.

How To Negotiate More Successfully:

  • Show your growth in experience in skills through data.
  • Keep records of results of successful projects and results.
  • Don’t be afraid to push back and negotiate more for the right price or walk away if it isn’t right for you.
  • Know your bottom line and ask the right questions.
  • Focus on the value you bring to clients.

Why Titles Still Matter In SEO:

  • Don’t undercut yourself by accepting titles with ‘associate’ or ‘junior’ in it, titles can always be tweaked to not feel like it’s selling yourself short.
  • At entry-level, focus on ‘strategist’, ‘specialist’, or ‘consultant.’
  • ‘Director’ and above can be more easily attained in smaller companies but requires equal parts technical expertise and business and marketing strategy.
  • Envision your ideal career path and take incremental steps to get there.

At the end of the day, we are all in this together.

We need to remember that the value we bring to the companies and clients we work for and with, is different than our value as individuals.

Keeping track of our successes and the results will push us all forward to better advancement and futures to show the value we bring to the table.

It can be challenging to find and link up with other women in the industry, so we would like to provide some additional resources to connect with more women in SEO.

These are among the solid and supportive communities we use to connect with women in SEO:

More Resources:


Featured Image: Monkey Business Images/Shutterstock





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Google’s Mueller Criticizes Negative SEO & Link Disavow Companies

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Google's Mueller Criticizes Negative SEO & Link Disavow Companies

John Mueller recently made strong statements against SEO companies that provide negative SEO and other agencies that provide link disavow services outside of the tool’s intended purpose, saying that they are “cashing in” on clients who don’t know better.

While many frequently say that Mueller and other Googlers are ambiguous, even on the topic of link disavows.

The fact however is that Mueller and other Googlers have consistently recommended against using the link disavow tool.

This may be the first time Mueller actually portrayed SEOs who liberally recommend link disavows in a negative light.

What Led to John Mueller’s Rebuke

The context of Mueller’s comments about negative SEO and link disavow companies started with a tweet by Ryan Jones (@RyanJones)

Ryan tweeted that he was shocked at how many SEOs regularly offer disavowing links.

He tweeted:

“I’m still shocked at how many seos regularly disavow links. Why? Unless you spammed them or have a manual action you’re probably doing more harm than good.”

The reason why Ryan is shocked is because Google has consistently recommended the tool for disavowing paid/spammy links that the sites (or their SEOs) are responsible for.

And yet, here we are, eleven years later, and SEOs are still misusing the tool for removing other kinds of tools.

Here’s the background information about that.

Link Disavow Tool

In the mid 2000’s there was a thriving open market for paid links prior to the Penguin Update in April 2012. The commerce in paid links was staggering.

I knew of one publisher with around fifty websites who received a $30,000 check every month for hosting paid links on his site.

Even though I advised my clients against it, some of them still purchased links because they saw everyone else was buying them and getting away with it.

The Penguin Update caused the link selling boom collapsed.

Thousands of websites lost rankings.

SEOs and affected websites strained under the burden of having to contact all the sites from which they purchased paid links to ask to have them removed.

So some in the SEO community asked Google for a more convenient way to disavow the links.

Months went by and after resisting the requests, Google relented and released a disavow tool.

Google cautioned from the very beginning to only use the tool for disavowing links that the site publishers (or their SEOs) are responsible for.

The first paragraph of Google’s October 2012 announcement of the link disavow tool leaves no doubt on when to use the tool:

“Today we’re introducing a tool that enables you to disavow links to your site.

If you’ve been notified of a manual spam action based on ‘unnatural links’ pointing to your site, this tool can help you address the issue.

If you haven’t gotten this notification, this tool generally isn’t something you need to worry about.”

The message couldn’t be clearer.

But at some point in time, link disavowing became a service applied to random and “spammy looking” links, which is not what the tool is for.

Link Disavow Takes Months To Work

There are many anecdotes about link disavows that helped sites regain rankings.

They aren’t lying, I know credible and honest people who have made this claim.

But here’s the thing, John Mueller has confirmed that the link disavow process takes months to work its way through Google’s algorithm.

Sometimes things happen that are not related, no correlation. It just looks that way.

John shared how long it takes for a link disavow to work in a Webmaster Hangout:

“With regards to this particular case, where you’re saying you submitted a disavow file and then the ranking dropped or the visibility dropped, especially a few days later, I would assume that that is not related.

So in particular with the disavow file, what happens is we take that file into account when we reprocess the links kind of pointing to your website.

And this is a process that happens incrementally over a period of time where I would expect it would have an effect over the course of… I don’t know… maybe three, four, five, six months …kind of step by step going in that direction.

So if you’re saying that you saw an effect within a couple of days and it was a really strong effect then I would assume that this effect is completely unrelated to the disavow file. …it sounds like you still haven’t figured out what might be causing this.”

John Mueller: Negative SEO and Link Disavow Companies are Making Stuff Up

Context is important to understand what was said.

So here’s the context for John Mueller’s remark.

An SEO responded to Ryan’s tweet about being shocked at how many SEOs regularly disavow links.

The person responding to Ryan tweeted that disavowing links was still important, that agencies provide negative SEO services to take down websites and that link disavow is a way to combat the negative links.

The SEO (SEOGuruJaipur) tweeted:

“Google still gives penalties for backlinks (for example, 14 Dec update, so disavowing links is still important.”

SEOGuruJaipur next began tweeting about negative SEO companies.

Negative SEO companies are those that will build spammy links to a client’s competitor in order to make the competitor’s rankings drop.

SEOGuruJaipur tweeted:

“There are so many agencies that provide services to down competitors; they create backlinks for competitors such as comments, bookmarking, directory, and article submission on low quality sites.”

SEOGuruJaipur continued discussing negative SEO link builders, saying that only high trust sites are immune to the negative SEO links.

He tweeted:

“Agencies know what kind of links hurt the website because they have been doing this for a long time.

It’s only hard to down for very trusted sites. Even some agencies provide a money back guarantee as well.

They will provide you examples as well with proper insights.”

John Mueller tweeted his response to the above tweets:

“That’s all made up & irrelevant.

These agencies (both those creating, and those disavowing) are just making stuff up, and cashing in from those who don’t know better.”

Then someone else joined the discussion:

Mueller tweeted a response:

“Don’t waste your time on it; do things that build up your site instead.”

Unambiguous Statement on Negative SEO and Link Disavow Services

A statement by John Mueller (or anyone) can appear to conflict with prior statements when taken out of context.

That’s why I not only placed his statements into their original context but also the history going back eleven years that is a part of that discussion.

It’s clear that John Mueller feels that those selling negative SEO services and those providing disavow services outside of the intended use are “making stuff up” and “cashing in” on clients who might not “know better.”

Featured image by Shutterstock/Asier Romero



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Source Code Leak Shows New Ranking Factors to Consider

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Source Code Leak Shows New Ranking Factors to Consider

January 25, 2023, the day that Yandex—Russia’s search engine—was hacked. 

Its complete source code was leaked online. And, it might not be the first time we’ve seen hacking happen in this industry, but it is one of the most intriguing, groundbreaking events in years.

But Yandex isn’t Google, so why should we care? Here’s why we do: these two search engines are very similar in how they process technical elements of a website, and this leak just showed us the 1,922 ranking factors Yandex uses in its algorithm. 

Simply put, this information is something that we can use to our advantage to get more traffic from Google.

Yandex vs Google

As I said, a lot of these ranking factors are possibly quite similar to the signals that Google uses for search.

Yandex’s algorithm shows a RankBrain analog: MatrixNext. It also seems that they are using PageRank (almost the same way as Google does), and a lot of their text algorithms are the same. Interestingly, there are also a lot of ex-Googlers working in Yandex. 

So, reviewing these factors and understanding how they play into search rankings and traffic will provide some very useful insights into how search engines like Google work. No doubt, this new trove of information will greatly influence the SEO market in the months to come. 

That said, Yandex isn’t Google. The chances of Google having the exact same list of ranking factors is low — and Google may not even give that signal the same amount of weight that Yandex does. 

Still, it’s information that potentially will be useful for driving traffic, so make sure to take a look at them here (before it’s scrubbed from the internet forever).

An early analysis of ranking factors

Many of their ranking factors are as expected. These include:

  • Many link-related factors (e.g., age, relevancy, etc.).
  • Content relevance, age, and freshness.
  • Host reliability
  • End-user behavior signals.

Some sites also get preference (such as Wikipedia). FI_VISITS_FROM_WIKI even shows that sites that are referenced by Wikipedia get plus points. 

These are all things that we already know.

But something interesting: there were several factors that I and other SEOs found unusual, such as PageRank being the 17th highest weighted factor in Yandex, and the 19th highest weighted factor being query-document relevance (in other words, how close they match thematically). There’s also karma for likely spam hosts, based on Whois information.

Other interesting factors are the average domain ranking across queries, percent of organic traffic, and the number of unique visitors.

You can also use this Yandex Search Ranking Factor Explorer, created by Rob Ousbey, to search through the various ranking factors.

The possible negative ranking factors:

Here’s my thoughts on Yandex’s factors that I found interesting: 

FI_ADV: -0.2509284637 — this factor means having tons of adverts scattered around your page and buying PPC can affect rankings. 

FI_DATER_AGE: -0.2074373667 — this one evaluates content age, and whether your article is more than 10 years old, or if there’s no determinable date. Date metadata is important. 

FI_COMM_LINKS_SEO_HOSTS: -0.1809636391 — this can be a negative factor if you have too much commercial anchor text, particularly if the proportion of such links goes above 50%. Pay attention to anchor text distribution. I’ve written a guide on how to effectively use anchor texts if you need some help on this. 

FI_RANK_ARTROZ — outdated, poorly written text will bring your rankings down. Go through your site and give your content a refresh. FI_WORD_COUNT also shows that the number of words matter, so avoid having low-content pages.

FI_URL_HAS_NO_DIGITS, FI_NUM_SLASHES, FI_FULL_URL_FRACTION — urls shouldn’t have digits, too many slashes (too much hierarchy), and of course contain your targeted keyword.

FI_NUM_LINKS_FROM_MP — always interlink your main pages (such as your homepage or landing pages) to any other important content you want to rank. Otherwise, it can hurt your content.

FI_HOPS — reduce the crawl depth for any pages that matter to you. No important pages should be more than a few clicks away from your homepage. I recommend keeping it to two clicks, at most. 

FI_IS_UNREACHABLE — likewise, avoid making any important page an orphan page. If it’s unreachable from your homepage, it’s as good as dead in the eyes of the search engine.

The possible positive ranking factors:

FI_IS_COM: +0.2762504972 — .com domains get a boost in rankings.

FI_YABAR_HOST_VISITORS — the more traffic you get, the more ranking power your site has. The strategy of targeting smaller, easier keywords first to build up an audience before targeting harder keywords can help you build traffic.

FI_BEAST_HOST_MEAN_POS — the average position of the host for keywords affects your overall ranking. This factor and the previous one clearly show that being smart with your keyword and content planning matters. If you need help with that, check out these 5 ways to build a solid SEO strategy.

FI_YABAR_HOST_SEARCH_TRAFFIC — this might look bad but shows that having other traffic sources (such as social media, direct search, and PPC) is good for your site. Yandex uses this to determine if a real site is being run, not just some spammy SEO project.

This one includes a whole host of CTR-related factors. 

CTR ranking factors from Yandex

It’s clear that having searchable and interesting titles that drive users to check your content out is something that positively affects your rankings.

Google is rewarding sites that help end a user’s search journey (as we know from the latest mobile search updates and even the Helpful Content update). Do what you can to answer the query early on in your article. The factor “FI_VISITORS_RETURN_MONTH_SHARE“ also shows that it helps to encourage users to return to your site for more information on the topics they’re interested in. Email marketing is a handy tool here.

FI_GOOD_RATIO and FI_MANY_BAD — the percentage of “good” and “bad” backlinks on your site. Getting your backlinks from high-quality websites with traffic is important for your rankings. The factor FI_LINK_AGE also shows that adding a link-building strategy to your SEO as early as possible can help with your rankings.

FI_SOCIAL_URL_IS_VERIFIED — that little blue check has actual benefits now. Links from verified accounts have more weight.

Key Takeaway

Yandex and Google, being so similar to each other in theory, means that this data leak is something we must pay attention to. 

Several of these factors may already be common knowledge amongst SEOs, but having them confirmed by another search engine enforces how important they are for your strategy.

These initial findings, and understanding what it might mean for your website, can help you identify what to improve, what to scrap, and what to focus on when it comes to your SEO strategy. 

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Topp 7 SEO sökordsforskningsverktyg för byråer

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Top 7 SEO Keyword Research Tools For Agencies

All successful SEO campaigns rely on accurate, comprehensive data. And that process starts with the right keyword research tools.

Sure, you can get away with collecting keyword data manually on your own. But while you may be saving the cost of a premium tool, manual keyword research costs you in ot

her ways:

  • Efficiency. Doing keyword research manually is time intensive. How much is an hour of your time worth?
  • Comprehensiveness. Historical and comprehensive data isn’t easy to get on your own. It’s too easy to miss out on vital information that will make your SEO strategy a success.
  • Competition. Keyword research tools allow you to understand not only what users are searching for but also what your competition focuses on. You can quickly identify gaps and find the best path to profitability and success.
  • Knowledge. Long-time SEO experts can craft their own keyword strategies with a careful analysis of the SERPs, but that requires years of practice, trial, and costly errors. Not everyone has that experience. And not everyone has made enough mistakes to avoid the pitfalls.

A good SEO keyword research tool eliminates much of the guesswork. Here are seven well-known and time-tested tools for SEO that will get you well on the way to dominating your market.

1. Google Keyword Planner

Screenshot from Google Keyword Planner, January 2023

Cost: Free.

Google Keyword Planner is a classic favorite.

It’s free, but because the information comes directly from the search engine, it’s reliable and trustworthy. It’s also flexible, allowing you to:

  • Identify new keywords.
  • Find related keywords.
  • Estimate the number of searches for each variation.
  • Estimate competition levels.

The tool is easy to access and available as a web application and via API, and it costs nothing; it just requires a Google Ads account.

You must also be aware of a few things when using this tool.

First, these are estimates based on historical data. That means if trends change, it won’t necessarily be reflected here.

Google Keyword Planner also can’t tell you much about the SERP itself, such as what features you can capitalize on and how the feature converts.

Because it’s part of Google Ads, PPC experience can help you gain more insights. You’ll find trends broadly across a demographic or granular level, like a city, region, or major city.

Google Keyword Planner also tends to combine data for similar keywords. So, if you want to know if [keyword near me] is better than [keywords near me], you’ll need a different tool.

Lastly, the tool uses broad definitions of words like “competition,” which doesn’t tell you who is ranking for the term, how much they’re investing to hold that ranking, or how likely you are to unseat them from their coveted top 10 rankings.

That being said, it’s an excellent tool if you just want to get a quick look or fresh ideas, if you’d like to use an API and create your own tools, or simply prefer to do the other tasks yourself.

2. Keyword.io

Cost: Free, $29 per month, and $49 per month.

If Google’s Keyword Planner isn’t quite enough, but you’re on a tight budget, Keyword.io may be the alternative you need. It also has different features.

Keyword.io uses autocomplete APIs to pull basic data for several sites and search engines, including Google, Amazon, eBay, Bing, Wikipedia, Alibaba, YouTube, Yandex, Fiverr, and Fotolia. This is perfect for niche clients and meeting specific needs.

It also has a Question/Intent Generator, an interactive topic explorer, and a topical overview tool.

In its user interface (UI), you’ll find an easy-to-use filter system and a chart that includes the competition, search volume, CPC, and a few other details about your chosen keywords.

It does have some limits, however.

You can run up to 20,000 keywords per seed with a limit of 100 requests per day (five per minute) or 1,000 requests per day (10 per minute) on its paid plans.

Its API access, related keywords tool, Google Ad data, and other features are also limited to paid accounts.

3. Semrush

Semrush's keyword toolScreenshot from Semrush

Cost: $119.95 to $449.95 per month.

In its digital marketing suite, Semrush offers a collection of six keyword tools and four competitive analysis tools with a database of more than 21 billion keywords.

You can get a full overview of the keywords you’re watching, including paid and organic search volume, intent, competition, CPC, historical data, SERP analysis, and more.

You’ll get related keywords and questions, as well as a ton of guidance, ideas, and suggestions from the Semrush Magic, Position Tracking, and Organic Traffic Insights tools.

The Keyword Planner, however, is where much of the magic happens.

The organic competitor tab makes it easy to spot content and keyword gaps. Expand them and develop clusters that will help you grab traffic and conversions.

You can also see long-tail keyword data and other data to see what Page 1 holds regarding competition, difficulty, and opportunities at a broad or hyperlocal level.

The full suite of tools is a huge benefit. Teams can collaborate, share insights, and plan.

The seamless integration allows you to integrate your data, meaning teams can easily collaborate, share insights, and strategize.

And when you’re done, it can track everything you need for a successful digital marketing strategy.

Some of the tools they offer include:

  • On-page SEO tools.
  • Competitive analysis suite.
  • Log file analysis.
  • Site auditing.
  • Content marketing tools.
  • Marketing analysis.
  • Paid advertising tools.
  • Local SEO tools.
  • Rank tracking.
  • Social media management.
  • Link-building tools.
  • Amazon marketing tools.
  • Website monetization tools.

Semrush’s best features when it comes to keyword research are its historical information and PPC metrics.

You can deep dive into campaigns and keywords to unlock the secrets of the SERPs and provide agency or in-house teams with priceless information they don’t usually access.

4. Moz Keyword Explorer

Keyword Research Tool From MozScreenshot from Moz, January 2023

Cost: Free for 10 queries per month. $99-$599 per month.

With a database of more than 500 million keywords, Moz Keyword Explorer may be a great option if you’re looking to build a strategy rather than get a quick view of the data for a few keywords.

Moz has long been a leader in the SEO space.

Constantly updating and improving its Keyword Explorer Tool and its other core services, Moz keeps up with the trends and is well known for providing SEO professionals with the latest tools. And it has done so for more than a decade.

Like the Google Keyword Tool, Moz’s keyword planning tool provides information on the difficulty and monthly search volume for terms. It also lets you drill down geographically.

When you start, you’ll find the Keyword Overview, which provides monthly search volumes, ranking difficulty, organic click-through opportunities, and an estimated priority level.

You can also:

  • Find new relevant keywords you should be targeting but aren’t.
  • Learn how your site performs for keywords.
  • Find areas where you can improve your SEO (including quick wins and larger investments).
  • Prioritize keywords for efficient strategy creation.
  • Top SERP analysis and features.
  • Competitor analysis.
  • Organic click-through rates.

Unlike the Google Keyword Tool, however, Moz supplies you with data beyond the basics. Think of it like keyword research and SERP analysis.

Moz does tend to have fewer keyword suggestions. And like Google’s Keyword Planner, it provides range estimates for search data rather than a specific number.

However, the database is updated frequently, so you can feel confident that you’re keeping up with the constant change in consumer search habits and rankings.

Plus, it’s easy to use, so teams can quickly take care of marketing tasks like finding opportunities, tracking performance, identifying problem areas, and gathering page-level details.

Moz also offers several other tools to help you get your site on track and ahead of the competition, but we really like it for its keyword research and flexibility.

5. Ahrefs Keyword Explorer

Cost: $99-$999 per month.

If I had to describe Ahrefs med ett ord, det skulle vara makt.

Skriv in ett ord i sökrutan och du kommer att presenteras med flera paneler som kan berätta allt du vill veta om det nyckelordet.

Total sökvolym, klick, svårighetsgrad, SERP-funktionerna och till och med en fördelning av volymsvårigheter. Och även om det kan se mycket ut, är all information välorganiserad och tydligt presenterad.

Ahrefs tillhandahåller termer i ett föräldra-barn-ämneformat, vilket ger termerna sammanhang, så att du enkelt kan lära dig mer om termerna, till exempel avsikt, samtidigt som du identifierar överlappning och gör det hela lätt att hitta och förstå.

Dessa ämnen visas när du söker efter en relaterad term, inklusive termens rankning i SERP, SERP-resultattyp, svårighetspoäng för första sidans rankning och en ögonblicksbild av den användarlevererade SERP. Du kan hålla dig bred eller begränsa det hela efter stad eller språk.

Ahrefs kan bli lite dyra. Byråer kan ha svårt att skala om de föredrar flera användar- eller kundkonton, men det är fortfarande ett av de bästa och mest pålitliga sökordsforskningsverktygen på marknaden.

Det jag verkligen gillar med Ahrefs är att det är grundligt. Den har en av de största databaserna med alla tillgängliga verktyg (19,2 miljarder sökord, 10 sökmotorer och 242 länder i skrivande stund), och den uppdateras regelbundet.

Det gör internationella SEO-strategier till en lek och inkluderar data för allt från Google och Bing till YouTube och Amazon.

Dessutom förklarar de tydligt sin statistik och databas. Och den nivån av transparens betyder förtroende.

Andra verktyg i sviten inkluderar:

  • Site Explorer.
  • Site auditing.
  • Rank tracking.
  • Innehållsutforskaren.

6. SERanking

SERanking's Keyword Research ToolSkärmdump från SERanking, november 2022.

Cost: $23.52-$239 per månad, beroende på rankningskontroll och betalningsfrekvens.

SERanking lyser som ett sökordsforskningsverktyg i en allsidig SEO-verktygslåda. SERanking hjälper dig att hålla nere kostnaderna samtidigt som den erbjuder funktioner som gör att byråer kan möta kunders unika behov.

En av de första sakerna du kommer att märka när du loggar in är dess intuitiva användargränssnitt. Men det här verktyget är inte bara ett annat vackert onlineverktyg.

Dess databas är robust.

SERankings amerikanska databas innehåller 887 miljoner sökord, 327 miljoner amerikanska domäner och 3 biljoner indexerade bakåtlänkar. Och detta inkluderar inte dess expansiva europeiska och asiatiska databaser.

Översiktssidan ger en solid titt på data, som inkluderar sökvolym, CPC och en svårighetspoäng.

SERanking tillhandahåller även listor med relaterade sökord och nyckelord med låg volym om du behöver inspiration eller förslag, såväl som långa sökordsförslag med information om SERP-funktioner, tävlingsnivåer, sökvolym och andra detaljer du behöver känna till för att identifiera nya möjligheter.

Att identifiera nyckelord är naturligtvis bara början på mysteriet. Hur förvandlar du sökord till omvandlingar? SERanking tillhandahåller nyckelordsverktyg som hjälper dig att svara på den här frågan.

Du kan ta reda på vem konkurrenterna är i de organiska resultaten och se vem som köper sökannonser, samt detaljer som uppskattade trafiknivåer och kopior av annonserna de använder.

Detta låter dig se vad som fungerar, få insikter om användarna som söker efter dessa termer och generera nya idéer att prova.

SERanking erbjuder byråfunktioner, såsom white labeling, rapportbyggare, leadsgenerator och andra funktioner som du kan ha nytta av.

En av de funktioner som byråer kan ha mest nytta av i sökordsforskning är SERankings bulk sökordsanalys, som låter dig köra tusentals sökord och ladda ner fullständiga rapporter för alla termer som är viktiga.

Andra verktyg i SERanking Suite inkluderar:

  • Sökordsrankningsspårare.
  • Keyword Grouper.
  • Sökordsförslag och sökvolymkontroll.
  • Index Status checker.
  • Backlink Checker.
  • Övervakning av bakåtlänkar.
  • Verktyg för konkurrenskraftig forskning.
  • Verktyg för webbrevision.
  • SEO Checker på sidan.
  • Övervaka sidaändringar.
  • Analyser av sociala medier.
  • Trafikanalys.

SERanking är billigare än några av de andra verktygen där ute, men det kostar pengar.

Det är inte lika robust som vissa av sina konkurrenter och blir inte lika detaljerat på samma sätt, men det ger fortfarande de funktioner och data du behöver för att skapa en framgångsrik SEO-strategi.

Och med sin flexibla prissättning är det här verktyget väl värt att överväga.

7. BrightEdge Data Cube

Cost: Anpassad prismodell.

Om du letar efter en AI-driven svit med digitala marknadsföringsverktyg som inkluderar ett kvalitetsverktyg för forskning, kan BrightEdge vara rätt alternativ för dig.

Till skillnad från andra verktyg som fokuserar på att förse dig med data och sätt att analysera dessa data, ser BrightEdge ut att göra mycket av den tidskrävande analysen åt dig.

Bland dess sök-, innehålls-, sociala, lokala och mobila lösningar hittar du Data Cube – ett AI-stödt innehålls- och sökordsverktyg som använder naturlig språkbehandling för att hitta relaterade ämnen och nyckelord.

Du kommer också att stöta på DataMind, en AI som hjälper dig att hitta söktrender, förändringar i konsumentbeteenden och viktiga konkurrentrörelser som du behöver veta om.

De två tillsammans gör det snabbt och enkelt att utföra sökordsforskning, bygga ut ämnen, skapa innehållsstrategier och stärka dina SEO-planer.

När du anger ett ämne eller ett brett sökord kommer verktyget att förse dig med relevanta sökord, sökvolym, konkurrensnivåer, nyckelordsvärde, dess universella lista och antalet ord i frasen.

Filtrera resultaten efter en anpassad uppsättning kriterier för att begränsa listan och få nödvändig information.

När du har en lista, välj de du vill behålla och ladda ner dem eller använd dem med BrightEdges andra verktyg för att skapa fullständiga strategier och få fler insikter.

Detta kan inkludera konkurrentanalys, analysera SERP-funktioner, avsikt eller andra uppgifter.

För byråer som tillhandahåller lokal SEO erbjuder BrightEdge även HyperLocal, som hjälper dig att hitta och spåra sökord och sökordsprestanda på lokal nivå.

När du är klar, ge möjlighetsprognoserna och spårningsverktygen ett försök för att övervaka dina framsteg och ge kunderna den information de bryr sig om.

Den kanske trevligaste funktionen för byråer är dess Storybuilder – ett rapporteringsverktyg som låter dig skapa rika kundrapporter som ger kunderna riktade översikter och den data de är mest intresserade av.

Om detta låter som rätt verktyg för dig ger företaget demos, men det finns några saker du bör tänka på.

För det första uppdateras den bara en gång i månaden. Och även om företaget håller sin prissättning nära bröstet, är denna svit med digitala marknadsföringsverktyg en betydande investering. Det kanske inte är det bästa valet om sökordsforskning är det enda du behöver.

För det andra, medan verktygen är mycket sofistikerade och förfinade, finns det en inlärningskurva att komma igång.

Du kommer också att upptäcka att det finns begränsningar för funktioner som sökordsspårning, och det kan vara tidskrävande att ställa in, med vissa justeringar som kräver teknisk support.

Slutligen, BrightEdges sökordsforskningsverktyg låter dig inte komma för långt in i ogräset och inkluderar inte PPC-trafik.

Bortsett från det kommer byråer och större varumärken att upptäcka att det skalas lätt, har ett vackert designat användargränssnitt och får dig att se bra ut för kunder.

De bästa verktygen för sökordsforskning för byråer

Den här listan innehåller bara sju av de många verktyg som finns tillgängliga idag för att hjälpa dig att få din sökordsforskning gjord till en expertgrad.

Men oavsett hur många av verktygen vi delar med dig eller vilka, är det viktigt att förstå att ingen är felfri.

Varje verktyg har sina egna unika styrkor och svagheter, så valet av plattform är mycket beroende av vilken typ av klienter du vanligtvis arbetar med och personliga preferenser.

I verkligheten kommer du förmodligen att upptäcka att du föredrar att arbeta mellan några få verktyg för att åstadkomma allt du vill.

Google Keyword Planner och Keyword.io är de bästa valen när du vill ha en snabb titt på data, eller om du vill exportera data för att arbeta med någon annanstans. Du kanske till och med vill använda dessa data med de andra verktygen som nämns i det här kapitlet.

Ahrefs, Moz, Semrush och BrightEdge är mycket mer robusta och lämpar sig bättre för byråers SEO-uppgifter.

Även om de inte är gratis (även om de erbjuder gratisplaner eller en provperiod förutom BrightEdge), låter de dig verkligen gräva i sökutrymmet, vilket i slutändan resulterar i högre trafik, fler omvandlingar och starkare SEO-strategier. Dessa fördelar kräver mer tid och kommer ofta med en inlärningskurva.

Det absolut viktigaste sökordsforskningsverktyget du har tillgång till är du.

Sökordsforskning är mer än att bara välja sökorden med störst sökvolym eller frasen med lägst kostnad per klick (CPC).

Det är din expertis, erfarenhet, kunskap och insikter som omvandlar data till digital marknadsföring du kan vara stolt över.


Utvald bild: Paulo Bobita/Search Engine Journal



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