However, the client added new features and design elements to his pages to improve the social proof and grow the site's conversion rate.

But what happened next was NOT good.

With these new website changes, Google punished the site with a huge decline in organic traffic. Keep in mind that organic traffic was the 1^st or 2^nd largest channel of online sales, so the change negatively affected sales and profit.

So, Why Did Traffic Drop?

On Oct 15^th, nine pages failed on Core Web Vitals (CWV) – these are the ones the client added features to (specifically some gifs that were not lazy loaded). Seventy-five percent (75) of the site’s traffic is from mobile devices so failing Mobile CWV killed mobile traffic and sales.

We then removed these new features and submitted the fix to Google via Search Console, and CWV scores came back up within days, along with the traffic. 

The specific issue causing the drop in Google traffic was a change in stability as a result of a Content Layout Shift (i.e. CLS) that increased. 

What is A Content Layout Shift (CLS)?

CLS occurs when you open a page on a website, and for a split second, the layout shifts. The problem with this is that low stability leads to a poor user experience. For example, the page loads, and you go to click on a button, the button moves, and you miss the button. This is common when you “fat finger” an action on mobile and do something you didn’t intend to.

But the good news is that once you fix the CWV issue, traffic will likely come back. And it did in our case, too. Google taketh, Google giveth.

Once the CLS issue was resolved, the mobile clicks skyrocketed back up.

What Are the Core Web Vitals (CWV)?

Google measures 3 variables in CWV for mobile and desktop (you can read more here from Google). Your score is different for each device type. But it’s designed to test your site on desktop and mobile for fast loading and good user experiences. Mobile is the hardest to score high on as Google simulates your site on an old mobile phone. The CWV variables are:

If your site has never done well on CWV, you likely haven’t experienced an increase or decrease in search traffic with any changes like this.

But, if you’re in a competitive niche, like the site example above, your competitors are likely focused on CWV, so you should be too, or risk being left behind with lower SEO traffic and sales.

How To Test Core Web Vitals?

There are a number of free tools out there, and Google provides a free tool here: https://pagespeed.web.dev/. Just paste a URL, and you’ll get a score back in a few seconds. Run your competitors through it to see how they are performing. And if you’re ranking lower, low CWV scores may be partially to blame.

Also, use Google Search Console’s Page Experience and Core Web Vitals reports. Hopefully, your report looks like this:

And does not look like this:

What Do I Do If My Core Web Vitals Fail?

If you fail in your core web vitals, the first step is understanding what failed and why? Was it desktop or mobile, or both? 

From there, you need to identify what, if any, issues you can resolve. Likely, you will need a developer or SEO to help improve your scores. But if you're using a WYSIWYG (what you see is what you get) type theme, you will have some limitations on what you can do to impact faster load times.

One common issue, however, is large and slow-loading images. Ensure your images are optimized for SEO – lazy loaded, the right size for the slot on the page, and in a next-gen format (webp). These changes are usually easy and you can earn some easy wins. 

But for many issues, such as DOM script too long, you likely need to bring in the right help – an SEO, a technical web developer, or perhaps even talking to your web host, as hosting also affects performance.

The bottom line is, that the more competitive your niche, the more important CWV is to your SEO success. 

Takeaways

Google's Core Web Vitals (CWV) are not just technical jargon. They are crucial for your website's success, particularly in SEO.

Our example illustrates how failing to meet these standards can significantly drop traffic and sales, especially on mobile devices.

But the good news is that addressing these issues can bring your traffic back once a fix is in place. As a small or medium business owner or manager, you can't afford to ignore CWV.

With a majority of web traffic now coming from mobile devices, your site's performance on these platforms is paramount.

Don't let your competitors get ahead—start by testing your website's CWV scores using tools like Google's PageSpeed Insights and Google Search Console.

If you uncover CWV issues, consider enlisting the help of SEO experts to optimize your site. This is not just about keeping up with Google's standards; it's about ensuring the best possible experience for your users, which in turn drives sales and growth.

Don't wait until it's too late—take action now to secure your website's future success.

Contact us for a comprehensive CWV analysis and personalized improvement strategies tailored to your business. Let's turn this challenge into your competitive advantage!

If you don’t do this, it’s hard to say when Google bot will crawl your site again and index that content. And if Google is unaware of the new content, it won’t show in search results. 

So here’s how to make Google aware of a new page of content: 

Login to Google Search Console. Once in GSC, submit the URL as below.

Google will crawl the page immediately and tell you whether it’s indexed. If it is, you will see something like below.

Now at this point, if this was a new page, you don’t need to do anything else - Google has indexed this content already. 

However, if this an older page and the content was recently updated, then you would click the “Request Indexing” link that is to the lower right of the red box to let Google know to re-crawl the page.

Keep in mind that even if your page or blog post is not new, there is a chance that Google has not indexed it just as if the page is brand new. Either way, you will see something similar to this: 

Click Request Indexing to notify Google that they should crawl and index the page. 

Keep in mind, Google bot marches to the beat of its own drum so it’s hard to say precisely when Google will crawl and index your page but at least you’ve notified it. 

Here’s the process. 

Within Google Search Console, click on Search Results, and then Export and choose Google Sheets.

You will end up with a Google Sheet similar to this: 

Click on the Pages tab and filter for all those pages that are between positions 11 - 13. You can choose whatever position range you want, but you want to filter for pages that are within reach of the first page. Below we found 16 pages between positions 11 and 13.

So now you have your page 2 list, let’s start identifying what we can do to improve the rankings. It’s a good idea to start with those pages with the most clicks and impressions, since they have the most potential. 

As an example, I am choosing the first page listed in the above screenshot. Find this page and click on the listing as shown below.

Then Export to Google Sheets.

Now you will in Google Sheets all the search terms that Google is showing that page for in organic search results. You will see something similar to this: 

Now filter this keyword list for terms between positions 11 and 13. But if your list is not long, expand the positions you’re filtering for. 

Now you can see all those terms between positions 11 - 13 for the page we’re interested in. This process has a couple of benefits for SEO. 

So from here, you go through the process of asking yourself:

Here’s a related post on how to improve your older page content to improve SEO and another post on how to choose keywords for SEO.

Often the culprit is that the content is outdated. 

Below is an example of a page that dropped on average position. After studying the pages that jumped ahead of this page in Google search results, we discovered the page needed updated content. Then when we updated it with new content, and the page popped back up to position one. 

Sometimes it’s that easy.

To find pages that have trended down, click on the Search Results. Click on the Pages tab and sort by Clicks or Impressions in descending order (see image below).

Then, click through to one page.

Once on a single page, click on the queries tab to see the search terms and click through on the search term you're most concerned about to see the trending charts on clicks, impressions, and average position (as in the below line chart showing average position for a specific keyword). 

You can change the timeline to see longer time frames going as far back as GSC will allow, which is 16 months (in the good ol’ days of Google Search Console, there was no time limit on how far you could go back…sigh).

But before rushing into concluding a drop in trending clicks, impressions, or average position is the result of outdated content, run through this checklist:

You can also use the Google Sheet from above to help you identify anchor text phrases you should use to link to a post internally. 

Here's the example we used earlier. Make sure you are looking at the top-ranking keyword phrases on page one only. In the example below, I would consider using the top 4 keywords as anchor text from other blog posts back to this page as long as they aligned with my target topic and keyword of that page. 

In conclusion, Google Search Console (GSC) is not just a tool, but a strategic partner in your SEO journey. 

Using GSC's data export feature, you can uncover the hidden potential of pages ranking on the second page of Google. With some optimization, these could easily rise to the coveted first page, boosting your site's visibility.

GSC's ability to analyze click and impression data allows you to identify and rectify pages that have experienced a drop in rankings over time. This could be due to various factors, such as algorithm updates, SERP changes, technical issues, increased competition, CTR drops, and seasonal fluctuations.

Furthermore, GSC helps you optimize your internal linking strategy by providing search term data. Using this data, you can strategically use keywords as anchor text when linking internally, further improving your rankings.

In essence, Google Search Console provides a comprehensive overview of your site's SEO performance. It empowers you to identify optimization opportunities, monitor rankings, unearth issues impacting performance, and ultimately enhance your site's organic visibility and traffic. Therefore, it's a vital instrument in any SEO toolkit, guiding you toward a successful voyage in the vast ocean of Google's search results.

Misconceptions and Mistakes About SEO

SEO Strategy for Traditional Marketing Agencies

Content Plan, Roadmap: Good SEO starts with a plan. 

And that plan starts with the content you will produce regularly, backed by keyword research and data. 

The two core areas you will create content for are your service pages and the type of work you offer. And then the content for blog pages.

Your Service Pages provide clear information about your company's professional marketing services. The primary objective is driving conversions (e.g., sign-ups, consultations, purchases) and lead potential clients/customers through the sales funnel.

In comparison, Blog Pages provide readers with valuable, relevant, and often informative content. The primary objectives are driving search traffic to your site, improving your website’s SEO, establishing authority in a field, engaging the audience, and indirectly nurturing leads.

Topic and Keyword Research

Service Pages:

The goal is to uncover keyword variations around your professional services and which keywords you should create content for. 

For example - you may specialize in healthcare marketing. Below is an example of the keyword volumes around various marketing and advertising professional service terms in healthcare for your Service Pages. 

Blog Pages:

Blog content focuses on helpful informational content. Here’s an example of keyword research for terms related to marketing topics in the healthcare industry. Blog search terms are often long-tail, meaning 3 to 4 or more terms are in the phrase. Questions are also common - people ask questions constantly, so producing content around questions makes for great blog content.

Page Organization: Create Silos of Content

Your site content needs to be organized. 

The analogy we use for this is similar to grain silos. So, what does that mean for your website?

Suppose you provide traditional marketing services, including Branding, Advertising, and Websites. And then let’s assume you provide professional marketing services to the following industries: real estate, retail, legal services, and spas. 

You would have a site structure similar to the below infographic. With the pages at the top focused on the core services, then below that, pages that are focused on core services with the industries you serve. (you can read more about silos in our posts about internal linking and WordPress categories for better SEO). Each of those pages in the silo has content specific to that service and industry. 

Writing Your Content for SEO

Write for humans first, search engines second. Write naturally. Do not force keywords into your content.

And content quality is essential. Ensure your content is well-written, informative, and provides value to your readers. Use your chosen keywords naturally throughout the content, especially in your headings and subheadings. However, avoid keyword stuffing in keywords as it harms your SEO.

How To Write SEO Content Without Paid SEO Tools

Develop an SEO blueprint for your content. It’s a simple process. 

Google the keyword that you’re writing about. Review the top 10 pages and make notes about the following characteristics of the top-ranking pages:

On-Page SEO 

Recommendations for optimizing meta tags, headings, and URLs.

Meta tags provide information about your webpage to search engines, and headings help to structure your content for readability and relevance. At the same time, URLs are the unique addresses of your web pages that can be optimized to improve search engine visibility.

Meta Tags

Meta tags reside in the HTML code of your website and are not visible on the page itself. They communicate vital information about your page to search engines. The two most important meta tags for SEO are the meta title and meta description.

Meta Title

Your meta title tag is the title of your webpage. This is the first thing search engines look at to understand what your page is about. It's also the first thing users see on the search results page. Best Practice: Keep your title tag under 60 characters to ensure it displays fully in search results, and include your target keyword as close to the beginning as possible.

Example: If [business/brand name] sells organic cosmetics, a good meta title could be "Organic Cosmetics - Natural Beauty Products | [Business/Brand Name]".

Meta Description

The meta description provides a summary of your web page. While not a direct ranking factor, a well-written meta description can entice users to click on your page in the search results.

Best Practice: Limit your description to 155-160 characters and include your target keyword(s).

Example: "Explore our wide range of organic cosmetics. Enhance your natural beauty with [Business/Brand Name]'s eco-friendly, cruelty-free products."

Headings

Headings structure your content and make it easier for users and search engines to read. The H1 tag is your main heading, followed by subheadings H2 through H6.

Best Practice: Use only one H1 tag per page (usually the page title), H2 tags for main points, and H3-H6 for sub-points. Include keywords in your headings where it makes sense, but avoid keyword stuffing.

Example: On a product page, the H1 could be the product name, H2s could be 'Product Description', 'Benefits', and 'Reviews', and H3s could break down the 'Benefits' section further.

URLs

URLs help search engines understand the content of the page. They should be straightforward and descriptive.

Best Practice: Keep URLs as short as possible, use hyphens to separate words, and include 1-2 keywords.

Example: A URL for a product page on [business/brand name]'s website might look like this: www.[businessname].com/organic-cosmetics/natural-foundation.

Guidance on the internal linking structure and anchor text optimization.

Internal linking is a crucial SEO tactic that involves linking one page of your website to another. This helps users navigate your site more effectively and allows search engines to understand the structure and hierarchy of your website, which can improve your site's visibility in search results.

Importance of Internal Linking

Internal links help distribute link equity (the value passed from one page to another through links) across your site, influencing your page's ability to rank in search engine results.  Moreover, they enhance user experience by guiding visitors to relevant content and potentially increasing their time spent on your site.

Best Practices for Internal Linking

Suggestions for optimizing images and multimedia elements.

Images are an essential part of your content. For more in-depth information, read our post about how to optimize your images for SEO.

Advice on optimizing the content structure and readability.

 Content that is the easiest to read will perform the best. A famous copywriter once said that the best content is like a slippery slide - you get on at the top and don’t stop until you get to the bottom. 

Creating well-structured, readable content is crucial for both SEO and user experience. Not only does it help search engines understand and rank your content, but it also makes your content more accessible and engaging for readers.

Tips to optimize your content structure and readability:

Understanding Technical SEO and Enhancing Website Performance

Technical SEO refers to the process of optimizing your website for crawling and indexing. It involves improving aspects of your site that, when combined, make it easier for search engines to crawl and index your pages to provide users with accurate search results.

Improving Website Crawlability and Indexability

Crawlability refers to a search engine's ability to access and crawl content on a page. On the other hand, indexability is whether or not a search engine will index a crawled page. Here are some recommendations to improve these:

Implementing Schema Markup

Optimizing Website Speed and Performance

Website speed is a crucial ranking factor for search engines. A slow-loading site leads to higher bounce rates, and lower conversion rates, negatively impacts user experience, and hurts SEO (more here from Google on this topic). 

Here are ways to enhance your website's speed and performance:

Reporting and Measurement in SEO

Effective SEO goes beyond implementing strategies. It involves tracking, measuring, and adjusting your efforts based on data-driven insights. 

Here’s how you can establish a robust reporting and measurement system for SEO:

Implementing Tracking and Analytics Tools

Tracking and analytics tools allow you to monitor the performance of your SEO efforts. 

Google Analytics (GA4) is a widely used tool (installed on the majority of websites worldwide) that is free and offers insights into traffic sources, user behavior, and more (more here on GA4)

Google Search Console (GSC) provides valuable data about your site's visibility in Google search results. Consider using an SEO-specific tool like SEMrush for deeper SEO analytics and competitor insights. GSC is our primary go-to SEO tool for a quick understanding of how our organic SEO is performing. (a related post here on how to get easy SEO wins using Google Search Console).

Defining Key Performance Indicators (KPIs)

KPIs for SEO success may include organic traffic volume trends, engagement rates, page load times, and rankings for targeted keywords. 

Conversion-related metrics such as form submissions, newsletter signups, or e-commerce transactions are also crucial.

Technology Stack for SEO

An effective SEO technology stack might include tools for keyword research (Ahrefs, SEMrush), on-page SEO (Yoast), backlink analysis (SEMrush or Ahrefs), technical SEO (SEMrush), and local SEO (BrightLocal, Whitespark).

Reporting Schedule and Format

The frequency and format of reports depend on your specific needs and the complexity of your SEO campaigns. 

Monthly reporting is standard, but some businesses may benefit from weekly updates (only needed if you have a high traffic volume). Reports should be concise, visual, and focus on KPIs. 

They should highlight successes, identify areas for improvement, and outline future strategies.

Remember, the goal of SEO reporting isn't just to present data but to provide actionable insights that drive continuous improvement.

Your Next Steps:

Understanding Image Optimization

What exactly is image optimization?

Well, dear reader, image optimization is preparing your website's images to be search engine-friendly so they rank in Google within search results and on the Image tab and contribute to the overall page SEO (related post on all the different places you can rank in Google). 

Below is an example of images ranking on the Images tab for an important search phrase. 

Images are beneficial to your readers because they help usability. Images can display information like charts and graphs, or appealing graphics, but also help break up thick content so it’s easier to read. 

Image optimization is crucial in enhancing page load speed, directly impacting user experience and contributing to your overall SEO. Google wants a fast internet, and its SEO algorithms reward sites that load fast (you can read more about Google’s Core Web Vitals here, which are all about page speed).

With your image in place, it's time to wield the resizing magic. Locate the "Resize" button on the top right corner of your workspace – it's your gateway to unlocking new dimensions. Upon clicking, you're presented with various preset sizes and dimensions.

Whether you're optimizing for social media, a blog post, or a custom size, select the one that suits your needs. As you click your chosen dimensions, witness your image elegantly conform to its new proportions. 

A side note about image dimensions for placement in a blog post or web page - resize your image to the exact size of the space it will fill. If it’s too small or too large, the browser will resize the image before loading it, which slows page loading and hurts your page’s SEO.

Step 3: Download Your File

Locate the "File" button in your workspace's upper left corner, and click Download.

Step 4: Select which image format you wish to turn the image into under File Type (using JPG for this example)

From our experience, jpg is the format we use 90% of the time. It maintains the best quality while making the file the smallest overall size.  

Step 5: Adjust the quality slider to achieve a good balance

You will also notice a Quality slider before you download your image. It defaults to 80. 

Our experience has shown that jpg and Quality set to 80 is an ideal setting that minimizes file size while not sacrificing overall quality. But I recommend testing different levels of Quality with the slider and file types to find what works best.

Captions, Titles, and Image Descriptions: Adding Context and Flavor

Think of captions and titles as the captions beneath a piece of art in a gallery – they provide context. Captions benefit SEO and help the human visitor understand the image better. And the title often shows when a user mouses over an image.

Image descriptions will show if the image doesn’t show or load on the page so you know what was supposed to be there.  The Alt Text and Caption are the most important. The caption can be a bit more explanatory since it’s visible to users, but from there, you can use the exact text that you use in the alt text for the other image meta fields.

Page Speed Tools

Use Google's page speed tool to understand how your page is doing on speed. I would suggest testing a page before you optimize the images if it's an existing page, and then testing it after you have optimized the images. 

The below image shows that we could shave off a whopping 10.99 seconds of loading time by optimizing the images. That's a huge improvement. And we would save 2,198 KiB (2.2 mb) and 1,158 KiB (1.1 mb) off the first two images!!! 

Page Load Speed: Speeding Up Your Success

By reducing image file sizes, and compressing visuals, you're creating a better experience for users (fast page loads). Thus, search engines will reward you with better rankings, more clicks, and more impressions. Today’s internet is all about speed - it’s the currency of the online realm. Visitors won't wait for a slow-loading website; they'll simply move on to greener pastures. By harnessing the power of image optimization, you're not just enhancing page load speed – you're crafting an experience that keeps visitors engaged and eager to explore further.

Your Picture-Perfect SEO Journey Begins

In the dynamic world of SEO, image optimization is your secret weapon. By implementing the strategies we've discussed, you're setting your small business up for long-term success. Improved SEO, faster load times, and enhanced user experience await those who dare to embark on this journey. So, take a leap of faith, optimize those images, and watch your online presence flourish like never before. Here's to a picture-perfect strategy that will leave your competitors in awe!

Remember, your images are worth a thousand keywords and are about to speak volumes for your brand. Cheers to a brighter, optimized future!

Let's Look at The Facts First

We use a case study that provides insights to help us understand answers to these questions.

Prefer to watch a video on this?

Background of the site we used for the case study:

This is a Shopify site for direct-to-consumer (DTC) health products. The company had relied on Google Ads for much of its sales.

Then, about nine months prior to this post, the company started investing in a targeted long-term SEO effort with us to accelerate sales. Google Ads continued to run. 

The chart below demonstrates the exponential and steady increases in clicks coming from organic searches in Google over that 9-month period. (a related post here on content marketing and SEO)

The line chart below shows sales from organic searches are trending upward from improving SEO.

Google Ads were stopped at the end of June, as shown in the prior trending clicks report from Google Search Console (GSC), which allowed us to see then what, if any, impact stopping Google Ads had on organic search cannibalization. (a related post here about using Google Search Console for SEO).

Month-Over-Month Organic SEO Comparison

The graph below shows organic search metrics in GSC comparing July (when Google Ads were stopped and not running) with June (when Google Ads were still running).

Branded Keyword Cannibalization Data

Below are organic branded search term data tables when Google Ads were on and off.  

Organic Branded Search Terms While Google Ads Were On

We can see 203 clicks, 1489 impressions, and CTR for each branded term.

Organic Branded Search Terms While Google Ads Were OFF

We can see 701 clicks, 1591 impressions, and CTR for each branded term.

So, what happened with branded search cannibalization?

It's clear Google Ads was cannibalizing the Google organic branded search significantly as the key performance indicators (KPIs) of clicks and CTR all improved significantly when Google Ads were turned off.

Here are the differences for branded organic queries comparing the two months:

Considering that branded impressions in organic search remained flat - more people were not searching for the company - and that organic branded clicks and CTR then skyrocketed, we can conclude that Google Ads cannibalized organic brand searches. 

The question now is...

Did Google Ads Cannibalize Non-Branded Organic Search Terms?

Because organic search continued to grow significantly for nine months, it’s somewhat harder to determine the impact of cannibalization on non-branded search terms, but wedraw conclusions below.

Stay with me here...

The total of non-branded organic search terms the site showed for in Google remained the same during Google Ads and after Google Ads were stopped. In other words, there were no more or less keywords.

However, the non-branded clicks went up a staggering 50% while impressions remained flat, which means CTR went up along with the average organic position. 

But how did sales compare for organic month-over-month?

Sales for Organic Search doubled when Google Ads stopped in July.

But we know from the earlier table of non-branded search metrics that click traffic only went up 50%, but sales doubled.  

We can reasonably assume that Google Ads also cannibalized organic traffic and sales.

Below is a table showing more detail on purchases from 3 organic keyword phrases pre- and post-Google Ads with rolled-up numbers at the top for ALL organic terms. We do not want to show the keyword phrases to keep the client and industry anonymous. 

Summary and Takeaways

It's clear that searchers will click on Google Ads for branded terms and non-branded search terms when there is overlap.

But, don't abandon your Google Ads ship just yet!

Remember, every decision must be weighed against factors like cost, sales, control, promotions, competitiveness, budget, and user intent.

If you're already reigning supreme organically, perhaps there's little to gain from overlapping keywords in Google Ads.

Instead, let your paid ads champion the cause of terms that remain elusive in organic rankings.

The beauty of Google Ads lies in its control – over traffic, copy, and landing pages, perfect for those time-sensitive promotions.

And when the competition gets hot, Google Ads can be your knight in shining armor, securing top positions.

And if you're operating on a shoestring budget, make Google Ads work for you by focusing on high-converting keywords that perhaps you don't rank for organically.

Leave a comment or question below - was this helpful? What are your thoughts? 

Want A More Effective Digital Presence?

Now, let's delve into the heart of our topic: 

"Does blogging help with SEO?" 

Picture this: 

Your website is a digital storefront.

And blogging? 

It's like adding new products, new displays, and new reasons for customers to keep coming back. Each blog post is another beacon, another way for your lighthouse to shine brighter and wider.

Blogging isn't just churning out words.

Prefer to watch a video on this topic?

Crafting blog posts with keywords, internal links, and relevant content increases your website's visibility to search engines.

SEO ensures relevant, helpful content is presented as a top choice when searching online for information. 

In essence, blogging breathes life into your SEO strategy. 

Blogging is essential to SEO, rankings, and visibility in the digital world. Posts must be regular and relevant to keep your "lighthouse" shining bright. Your blog is a strategic tool that elevates you above the competition.

So, does blogging help with SEO?

Absolutely!

Blogging is a lighthouse in the digital world, helping your business navigate to success. And the benefits include increased organic traffic, engagement, leads, and sales.

Let's journey further into the realm of Blogging and SEO to understand better how and why blogging helps SEO, and how it drives more leads, sales, and profit to you.

Search engines prioritize fresh and relevant content, rewarding those who consistently provide it with more traffic.

But what's the secret ingredient to this delectable dish we're serving up to the search engines?

Ah, my friend, that would be keywords.

Keywords are vital for content to be noticed by search engines, acting as a guide to answer searchers' queries. They act like signposts in the tapestry of content, helping it catch the eye of search engines.

Blogging is an effective way to share ideas, knowledge, and stories. Well-crafted posts can inform and entertain readers, providing valuable insights and leaving a lasting impression.

The beauty of a blog lies in its ability to attract and retain visitors to your website.

A blog with regular updates helps build a loyal audience and strengthens customer retention. Not only create new content, but also update old pages and posts for better SEO. Here's a related article about, how to update old content for better SEO.

Updating a blog with keyword-optimized content can help SEO, driving organic traffic to the website. A case study showed exponential growth due to regular blogging - SEO blogging case study.

Blogging can be used to drive sales. By including product recommendations in posts, you can encourage readers to buy. For example, if talking about healthy lifestyle habits, integrate health and wellness products into the post.

Product placement adds value to content, positioning products as solutions to readers' needs and boosting engagement. This can result in increased sales without being too promotional.

The Process of Keyword Research for Blog Topics:

The first step in keyword research is brainstorming. Start by making a list of general topics related to your business or industry. For instance, if you run a fitness blog, some broad topics might include "weight loss," "healthy recipes," or "workout routines."

Brainstorm keywords related to your topic and think of any questions or problems your audience might have. For example, "healthy breakfast ideas," "home workout routines for beginners," or "how to lose weight fast."

Online tools like Google Keyword Planner, SEMRush and Moz's Keyword Explorer can help with keyword research. They provide data on keyword volume, difficulty and related keywords.

Techniques for Finding Relevant and High-Traffic Keywords:

Keywords should be relevant and have high search volume but low competition. Long-tail keywords, which are longer and more specific, usually have less competition and a clearer intent.

For example, instead of targeting the highly competitive keyword "workout," you might target "full-body workout for beginners at home."

Finding new keywords? For inspiration, check out Google's "People also ask" and "Related searches" sections. These Google search features provide insights into what questions are being asked on your topic (related post here on all the different places to rank in Google and how to optimize for them).

Incorporating Keywords into Blog Posts Without Keyword Stuffing:

After finding the right keywords, use them strategically and naturally in your blog post. Avoid keyword stuffing to avoid damaging SEO and turning off readers.

To optimize for SEO, include your primary keyword in the title, headers, and first 100 words. Include variations of your keyword throughout the text.

Writing for SEO requires prioritizing user experience and readability over keyword density. For more info, check out posts on how to choose keywords for SEO. And another insightful post here on using Google Trends to improve your marketing.

Picture each blog post as an island in the digital ocean.

Content that's unique and helpful will draw visitors from other sites, who may then link to it, making it easier for others to find.

Blogging opens up a world of opportunities for attracting backlinks.

You can create a valuable source of content by offering unique insights, researched info, or creative ideas. When shared, others will likely link back to your blog, boosting its authority and search engine ranking.

So, how can you amplify your blogging efforts to attract more backlinks?

Here are some actionable techniques:

On-page SEO involves optimizing individual web pages to rank higher and attract more organic traffic from search engines. 

Think of your blog post as a house.

Meta Tags

The Title Tag and Meta Description are the prominent signage or house number displayed outside the house. These tags provide a glimpse of what the blog post (house) is about.

The headers

These are the rooms (referred to as headlines and sub-headlines as well), each with a distinct purpose.

And the images?

They're the decor, adding visual appeal to your content.

Blogging helps fine-tune these elements, making your "house" more attractive to both search engines and visitors.

Meta tags become more descriptive.

Headers become more organized.

Images become more optimized.

Site Speed and Mobile Responsiveness

In the fast-paced world of the internet, slow loading times are the ultimate party poopers. They can turn an excited visitor into a frustrated exit in a matter of seconds. But fear not, for blogging comes to the rescue again.

Optimizing your blog posts for faster page loading and mobile responsiveness is like tuning a race car for peak performance. Compressed images, streamlined code, responsive design - these tweaks ensure your blog posts load at lightning speed and look great on all devices.

Tools like Google Analytics (GA4) can provide invaluable insights into how your blog is performing in these areas:

• Blog Traffic - how many visitors from Google 
• Keyword Rankings in Google
• Conversions - how many phone calls, form submissions, or purchases

Perhaps one of the most compelling metrics, however, is conversions.

By tracking conversions, you can quantify the direct impact of your blogging efforts on your bottom line.

Successful Blogging Case Studies

While data is paramount, nothing tells a story quite like a real-world case study.

Example 1:

Take the example of Groove, a customer service software company. They started a blog documenting their journey to $100K a month in revenue. This authentic, transparent approach to blogging helped them significantly boost their organic traffic and convert many readers into paying customers.

Example 2: 

Another success story is River Pools, a pool installation company.

They used their blog to answer common customer questions and concerns about installing a pool, positioning themselves as experts in their field. This led to a massive increase in organic traffic and generated millions of dollars in sales.

These cases illustrate the power of blogging as an SEO tool. By providing valuable, relevant content to your audience, you can improve your search engine rankings, drive more traffic to your site, and, ultimately, increase conversions.

So, keep your eyes on the data, continue to refine your strategy, and watch as your blogging efforts propel your business to new heights. (Here are other SEO case studies).

Example 3:

Below is a chart showing the steady increase in the number of keywords in positions 1 - 3 in Google when consistent blogging started. 

Wrapping It Up and Key Takeaways

Ah, the digital landscape!

A bustling metropolis brimming with words and ideas, where every click is a potential customer, and every keyword a beacon of hope.

Amid the clatter and clamor, a question echoes, "Does blogging help SEO?"

The answer, my dear readers, couldn't be more resounding: Yes, indeed, it does!

So, if you haven't yet pushed forward with blogging, it's high time you did.

Now is the time to act!!

Need help with your digital marketing?

Prefer to watch a video on the topic?

It's the art and science of making your website attractive to the algorithms of search engines (primarily Google). It’s the equivalent of moving your store from that hidden alley to a bustling main street, where potential customers can easily find you.

Now, imagine doing a complete makeover of your store, making it more appealing, more navigable—only to find out that you’ve moved further down the alley.

That's precisely the risk you run when you redesign your website without considering SEO.

A well-designed website is not just about aesthetics; it's about being found. It's about ensuring that each page, each piece of content, serves as a beacon, drawing in visitors from the vast expanse of the internet.

The world of SEO is ever-changing, and your website needs to keep pace. This means that when you're planning a website redesign, SEO isn't just a box to be checked—it's a critical component that should shape your redesign strategy from the ground up.

So, come along on this journey as we peel back the layers of SEO during a website redesign. Let's move your store out of the alley and onto the main street, where it truly belongs. The road ahead is clear, and the rewards are plentiful. Buckle up, and let's dive in!

The Redesign SEO Checklist

But what is a 404 error?

A 404 page is the digital equivalent of that missing book. The URL they clicked promised a webpage, but instead, they're greeted with a "Page Not Found" message. It's a dead end in their journey, causing them to backtrack or, worse, leave your website altogether.

And search engines?

They're not big fans, either. These errors can negatively impact your SEO by making your site appear unreliable.

Here's an example of a 404-error page on our site. This page would show when someone tries to go to a page that is no longer there, and it was not redirected to a new page. Or perhaps someone typed in the wrong URL with a typo, for example. 

So, how do we fix this?

First, identify these elusive 404 errors. Tools like Google Search Console (a free tool) or other paid SEO Tools can crawl your website, unearthing any pages that are leading users to a dead end. (here's a related post on how to use Google Search Console to easily improve your SEO).

Once you've hunted down these culprits, it's time to fix them. 

You have two main options:

Redirect the broken URL (preferably using a 301 permanent redirect) to a relevant live page, guiding your visitors to the right path. Or, if the content was valuable, recreate the page at the original URL.

Remember, every 404-error page is a missed opportunity - a potential customer lost, a frustrating user experience, a dent in your SEO armor. But with vigilance and swift action, you can turn these digital dead ends into pathways to success.

An XML Sitemap is like an open invitation to search engines, a detailed roadmap that beckons them to discover, index, and value each page of your website.

Here's an example XML sitemap: 

And if you use WordPress, the Yoast plugin automatically creates an XML sitemap for you. 

By listing all your site's URLs, it ensures none of your precious content is overlooked, elevating your visibility in the vast digital landscape.

But creating and maintaining an XML Sitemap isn't a one-size-fits-all task.

It requires finesse and an understanding of your website's unique structure.

Best practices to help you craft a compelling sitemap during your redesign:

Remember, your XML Sitemap is more than just a list of links—it's the key to unlocking your website's full potential in the eyes of search engines. So, wield it wisely during your redesign. 

Now, apply this scenario to your website redesign. 

Going live with a new design without any testing is akin to stepping onto the stage unprepared.

The result? 

SEO missteps, broken links, and perhaps, a dip in your site's rankings.

This is where the magic of a test site comes into play.

A test site, also known as a staging site, is a clone of your live website. It's your very own digital playground, a safe space to experiment, tweak, and perfect your new design before it meets the world.

Why is this crucial, you ask?

A test site allows you to spot and fix any SEO issues BEFORE your new design goes live. Think of it as your dress rehearsal, ensuring that when the curtain lifts, your website performs flawlessly, captivating your audience (and search engines) with its seamless functionality and improved SEO.

Moreover, a test site shields your users from any potential redesign hiccups. Because let's face it, nothing shatters a user's experience quite like a site under construction. With a test site, you can refine every detail behind the scenes, so that your users only see the final masterpiece.

URL structure refers to how your website's individual pages are organized and displayed. It's like the blueprint of your online property, guiding visitors and search engines alike through the labyrinth of your content.

Here's an example:

Let's suppose you are a personal injury attorney, and you have offices in Houston and Dallas.

On your website, you provide car accident personal injury services in each market, among other services. 

An ideal way to represent this URL structure is:

• /houston-personal-injury-attorney/car-accidents 
• /dallas-personal-injury-attorney/car-accidents

Each of those pages would discuss Houston or Dallas car accidents. 

Now if someone backs up the URL, for example, just to /houston-personal-injury-attorney/, they will get the Houston personal injury page. And similar to the Dallas URL. 

Organizing your site this way supports good site organization, which is good for users and good for Google. 

Now, you might wonder - why does this matter for SEO? 

Well, imagine a librarian trying to locate that book you've requested. If the books are systematically arranged and cataloged, they'll find it in no time.

Similarly, an SEO-friendly URL structure makes it easier for search engines to crawl your site, understand its content, and thereby rank it better.

When redesigning your website, a well-thought-out URL structure is crucial.

It's your chance to clean up old, confusing paths and create a streamlined, intuitive journey for both your users and search engines.

Here are a few tips to get you started:

Embarking on a website redesign is like setting sail on a voyage. Your URL structure is your map.

Craft it wisely, and it will lead you to the treasure trove of improved SEO rankings and increased visibility. 

But fear not, dear reader! 

For every challenge in the digital landscape, there's an SEO tool ready to guide you. Let's explore some of the essential ones that can turn your website redesign into a triumphant adventure.

Remember, these tools are designed to help you navigate the complex terrain of SEO during a website redesign. They offer insights, identify issues, and provide solutions, ensuring your redesigned website doesn't just look good—it also performs brilliantly in search rankings.

So, gear up, adventurers! With these tools in your backpack, you're well-prepared for the exciting website redesign journey. Onward and upward!

Crawling is when search engines send out digital spiders to traverse your website, following links and gathering data. Indexing, then, is the next step: the search engine stores and organizes the information collected, preparing it for display in search results.

Now, imagine if our explorer couldn't access certain parts of your territory, or worse, didn't even know it existed. This would mean missing out on precious opportunities to be discovered by seekers back home (read: potential customers).

So, how do you ensure your redesigned site is fully crawled and indexed?

Remember, the more thoroughly you're crawled and indexed, the better your chances of ranking in search results. After all, if Google doesn’t know a page exists, it certainly isn’t going to ever be found in a search. So, as you redesign, think like a search engine spider. Make it easy for them to explore, understand, and appreciate your website, and watch as your visibility soars.

Just like that restaurant, your website needs to offer an exceptional User Experience (UX). A site that's easy to navigate, appealing, and intuitive doesn't just win over visitors—it wins over search engines too. Yes, UX and SEO are two sides of the same coin.

So how do we ensure a redesign that enhances UX and boosts SEO?

Here are some tips:

So how can you optimize these posts during a redesign?

Summary

We've journeyed together through the vast landscape of website redesign, exploring everything from 404 error paWrges to XML Sitemaps, test sites, to blog posts, all with a single goal—boosting your SEO and traffic.

A well-planned redesign isn't just about aesthetics—it's a potent tool that can transform your site's SEO, skyrocket your traffic, and, ultimately, fuel your business growth. It's about creating a site that's not just visually appealing, but also a delight to navigate, both for your users and for search engines.

So, as you embark on your next website redesign project, arm yourself with this checklist. Use it as your compass, guiding you through the twists and turns of the redesign process. And remember, every tick on this checklist brings you one step closer to a site that's not just beautiful, but also powerful—a true force in the digital realm. So, are you ready to transform your website into an SEO powerhouse? Let's get started!

Content Marketing and SEO are two essential components of a successful digital marketing strategy for small and medium businesses. A Content Marketing strategy helps businesses increase brand exposure, build customer relationships, and generate leads, sales, and, most importantly, more profit.

Prefer to watch a video of this content? Just click below.

Increased Brand Exposure 

By creating valuable, informative, and engaging content optimized for search engines, your business can increase its visibility to potential customers. Your content can be shared on social media, forums, or other online platforms where your target audience spends time. This increases the chances of reaching more people, positions your business as an authority in the industry, and improves brand recognition.

Building Customer Relationships 

A well-crafted Content Marketing strategy helps you build stronger relationships with your existing customers and attract new ones. 

You will improve customer satisfaction and loyalty by producing and sharing personalized content that addresses your customers’ needs, pain points, concerns, and interests.

This results in:

Additionally, by sharing new content, you will grow engagement with customers through comments, social media, or email, which leads to more trust and improved customer retention.

Generating Leads 

Creating high-quality content optimized for search engines attracts potential customers searching for your products or services. 

And by including clear calls-to-action (CTAs) in your content, such as signing up for a newsletter or downloading a helpful PDF document, you can capture these leads and nurture them through emails and text messages until they are ready to purchase (using marketing automation). Over time, this leads to increased revenue and growth for your business.

And developing a Content Marketing strategy optimized for search engines through SEO strategies will significantly impact the success of your small and medium business. By increasing brand exposure, building customer relationships, and generating leads, businesses can grow their customer base, improve customer satisfaction, and increase revenue and profit.

The Role of SEO in Content Marketing

In the world of digital marketing, Search Engine Optimization (SEO) and Content Marketing are two sides of the same coin. SEO is critical in Content Marketing by ensuring your content is found and ranks highly within Google and Google Maps. 

The Definition of SEO 

SEO is the practice of optimizing your website and its content to rank higher on search engine results pages (SERPs) for specific keywords. SEO aims to improve the quality and quantity of traffic to your website from organic search engines like Google and Bing. But let’s be honest, it’s all about ranking in Google as Big G has 93% of ALL search traffic. (A related post here on What is Local SEO.

How SEO and Content Marketing Go Hand-in-Hand 

SEO and Content Marketing work together to achieve the same goal: driving qualified traffic to your website. 

Without SEO, potential customers searching for relevant information through Google or other search engines may never find your content. 

And, without high-quality, informative, and helpful content, your SEO efforts may be in vain since visitors will quickly leave your site if they don't find what they're looking for.

Creating high-quality content optimized for search engines will attract more visitors to your website, engage them with valuable information, and increase the likelihood of conversion. 

And by producing content about valuable topics with targeted keywords, optimizing meta tags, and improving website structure, you will improve your chances of ranking higher within Google’s search results and reaching a much wider audience.

Benefits of Optimizing Content for Search Engines 

Diversifying Your Content Distribution Channels

Creating high-quality content is only half the equation for a successful Content Marketing strategy. 

The other half is ensuring that your content reaches your target audience where they are. Diversifying your content distribution channels is crucial for small and medium businesses. 

The Importance of Reaching Your Target Audience Where They Are 

Reaching your target audience where they hang out online is critical to the success of your Content Marketing strategy. You want to avoid pushing content out in channels your target audience is not using. 

How Do I Identify the Platforms, Channels, and Formats Your Customers Prefer?

Overview of Different Distribution Channels 

There are many channels that your business can use to distribute its content. Here are a few to consider. Your list will vary depending on your business and who you’re trying to reach. 

Social media marketing is one of the most common channels, as it allows businesses to reach a large and diverse audience through platforms like Facebook, Twitter, and LinkedIn. 

Email campaigns are another highly effective channel, allowing businesses to deliver targeted, personalized content directly to their subscribers' inboxes. And by utilizing marketing automation and lead nurturing, you can skyrocket lead generation. And most importantly, email has one of the highest ROIs of any marketing channel.

Pay-per-click (PPC) advertising, like Google Ads, is another option, allowing businesses to promote their content to a specific audience based on factors like demographics, interests, search keywords, and search history.

Best practices for Effective Distribution and Engagement

To effectively distribute your content and maximize engagement, it's essential to follow some best practices. 

Examples of Businesses Successfully Using Content Marketing and SEO

Except for the Kids Are Great Cooks example, these are large companies with significant sales. But don’t let that discourage you if you’re a smaller company. You can take parts of any of these companies' strategies and implement them at a much smaller local level. 

Lessons Learned from These Examples 

These success stories offer several critical lessons for small and medium businesses looking to implement Content Marketing and SEO strategies. 

Developing a Successful Content Marketing Strategy

Developing a successful Content Marketing strategy requires careful planning, execution, and measurement. Here are some key steps to consider when building your strategy:

• Content management systems like WordPress
• Social media management tools like Hootsuite or Buffer
• Email marketing platforms like Mailchimp, Constant Contact, or a marketing automation platform like Keap
• Analytics tools like Google Analytics (GA4) which is free

Using these tools, you can create, distribute, and track your content across multiple channels and measure the impact of your efforts.

Final Actionable Thoughts and Takeaways

Alright, business owners, listen up!

Here are the key takeaways for your business:

It's time to start creating high-quality, personalized content that speaks directly to the needs of your target audience. By optimizing your content for search engines and promoting it through multiple channels, you can increase your visibility, attract more traffic, improve engagement, and drive conversions.

If you're not already implementing a Content Marketing and SEO strategy, you're leaving money on the table! These two marketing tactics are essential for driving traffic to your website, building brand recognition, and ultimately generating more sales.

In conclusion, if you're serious about growing your business and beating your competition, it's time to start implementing a killer Content Marketing and SEO strategy. Don't be left behind - take action now and watch your business soar to new heights!

Your Next Steps

For too long, the focus for linking strategies has been heavily weighted towards external links. And while there's no denying the importance of good backlinks from other websites, the benefits of implementing internal links cannot be overlooked. In my agency, we have ranked websites in uber-competitive spaces (niches where the cost-per-click is between $200 - $900 in Google Ads) with only internal linking strategies. So do not overlook internal links as an essential part of your overall SEO strategy to remain competitive. 

What Is Internal Link Building?

First, let's start with the basics. Internal link building is the process of linking pages within your website through text links or images. It is different from external link building, which involves getting links from other websites you do not own. 

What Are the Benefits of Internal Linking?

What you want to avoid are orphaned pages - that is, pages that have no links pointing to them. If you’re not willing to link to a page, Google may not even find the page to index, and even if it does find the page on your site, Google is certainly not as likely to show it in search results. 

Internal Link Building Strategies, Approaches

To create a topical hub, start by identifying a broad topic or theme that is relevant to your website and that you have several pages of content about. Then, create a "hub" page that serves as a central hub or directory for all the related content on your website.

For example, if you’re a dentist and one of your specialties is in dental implants then build out numerous pages related to dental implants that are all topically related to each other and link them together (a related post about dental SEO). Here’s a chart that illustrates this. The top of the content hub, or silo, is a general page about dental implants, then there are child pages that are about that subject as well. 

Once you have the top of  your silo created, you can link out to all the related pages from the hub page and use internal links between the related pages to strengthen the topical relevance of the content. 

The implications of this strategy are significant in terms of the number of keywords you can rank your silo for in Google. 

We used this strategy with a dental site and captured an amazing amount of traffic and keywords. 

By including related posts and linking to related content, you're providing additional resources for users to explore, which can improve the overall user experience and engagement on your website. 

To use related posts effectively, it's essential to identify related content that is relevant and helpful to the user and to use descriptive and relevant anchor text to link to the related content.

And if your site is large, or you’re not aware of all the content on your site, you can use Advanced URL Operators to find all the related content you could link to. 

Here’s an example of how to use an advance URL operator:
start by typing "site:yourdomain.com" into a search engine's search bar, followed by the relevant keyword or phrase. 

So if you wanted to find all the pages on your website related to "running shoes for women," you would type "site:yourdomain.com running shoes for women" into the search bar. Google will sort the results based on the most relevant and authoritative pages. 

Anchor Text - What Keywords To Use on Internal Links?

Example of Bad Anchor Text:

An example of bad use of anchor text would be linking the phrase "click here" to a page on your website that talks about the benefits of your product or service. The anchor text doesn't provide any context or information about the linked page, making it difficult for search engines and users to understand what the page is about. This could lead to confusion, reduced user engagement, and ultimately, harm your website's SEO efforts.

Google Search Console (GSC) for Uncovering Anchor Text

GSC is a free tool from Google that can provide excellent ideas on what Google thinks a page is about on your website. It provides all the keywords your page has shown in organic search results. (a related post about 4 easy ways to use Google Search Console for improved SEO). 

Here’s an example of a free cooking site for kids that offers step-by-step video tutorials. We pulled the search terms the Home page has been showing in Google search. From the table below, we can see the home page is showing for what it should be. Hopefully, what you uncover in GSC about a particular page on your site is what the page is about - if not, then you have to rethink what keyword you’re trying to rank for, rethink the content, the internal linking strategy, or all of the above. 

Common Mistakes to Avoid

When internal links are used excessively or in a way that is not relevant to the content, they can be seen as spammy by search engine crawlers. This can lead to negative consequences from Google, including a decrease in website authority and in extreme cases, a potential penalty for violating Google's webmaster guidelines. 

Instead, focus on using internal links strategically, only linking to relevant and helpful content within your website that would benefit the user. 

How much is too much?

Like most things with SEO, there’s no precise answer to this.

But this should help guide you:
if your internal links are not relevant to the content or appear to be inserted in an unnatural or spammy way, this could be a warning that you're overusing internal links. Additionally, if you're using the same exact anchor text for multiple internal links, this could also indicate that you're relying too heavily on internal linking as a strategy. 

Or perhaps you have a cooking site. And one section of that site is about making different types of salsas, and another on desserts. It would not make sense to link to a page on your website about French desserts from your salsa pages - those two things don’t go together.

Competitiveness and Volume of Posts

The volume of posts on your website about a related topic and the competitiveness of the topic both play a significant role in how effective internal links will be for your website.

For example, if you only have one page on your website about dental implants, it’s hard for Google to perceive your site as authoritative. So the volume of content is important to building authority, credibility, and usability. 

And if you are competing in a highly competitive niche, and all your competitors have many pages of content about a topic, you likely will need a similar number of pages to do well. 

Ultimately, the effectiveness of internal linking depends on a variety of factors, including the volume of posts on your website about a related topic and the competitiveness of the topic.

By using internal linking strategically and with other SEO strategies, you can create a strong internal linking structure that benefits your website's authority, visibility, and overall, stellar SEO performance.

Next Steps for Your SEO

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Why You Should Care

Zero-click searches are essential for search engine optimization (SEO) and online visibility. As search engines like Google continue to evolve, they are placing more emphasis on providing users with instant answers to their queries without requiring them to click through to a website. And for website owners and digital marketers, zero-click searches' growing prominence presents challenges and opportunities. 

Here’s an example of a zero-click result in Google as a Featured Snippet:

Google has become an answer engine for many queries. And when searchers see these types of results, Google can keep some of the search traffic on its search pages versus the searcher clicking through to your website, thus the reference to zero-click searches. According to a study by SEM Rush, 26% of Google searches result in a zero-click search result. 

But the name is misleading. Zero-click Searches Deliver Traffic Too.

Here are clicks and impressions coming from Google for zero-click searches. The site only has 37 FAQs that could appear in a Featured Snippet,a type of zero-click search result. 

So that chart represents 2,650 clicks over three months - not bad traffic. Never mind 232,000 impressions of the site in Google search results too. There are several different Zero Click features that Google uses that we’ll discuss below and how you can capture more of these. 

So it's true that it can be more challenging to drive traffic to your website if users find the information they need directly on the SERP (search engine results page). Yet, if you optimize your content to appear in featured snippets, knowledge panels, and other types of zero-click search results, you can significantly increase your online visibility and attract more potential customers to your website.

Here's a related article from Bright Local related to Zero Click searches and Search Generative Experience (SGE) which is what Google is calling it, https://www.brightlocal.com/blog/google-sge-announcement/

How To Optimize for Zero-Click Searches: Strategies and Best Practices

To succeed in this new landscape, it is essential to understand the strategies and best practices for optimizing your content for zero-click searches. This involves understanding the types of available search results, such as featured snippets, knowledge panels, and local packs, and tailoring your content to match the format and style of these results. It also involves focusing on providing high-quality, informative content that answers the questions and addresses the needs of your target audience.

In this guide, we will explore the most common types of zero-click searches and provide actionable strategies and best practices for optimizing your content to appear in these results. Whether you are a small business owner looking to increase your online visibility or a digital marketer seeking to stay ahead of the latest SEO trends, this guide will provide you with the knowledge and tools you need to succeed in the era of zero-click searches.

Types of Zero Click Search Features

Featured Snippets

A featured snippet is a rich snippet that appears at the top of the search engine results page (SERP) in response to a user's search query. Featured snippets are designed to provide a direct and concise answer to the user's query without requiring them to click through to a specific website or page.

Featured snippets typically appear in a box at the top of the SERP (sometimes referred to as Position Zero) and may include a brief excerpt from the source page, along with a title and URL. They are often triggered by specific question-based queries, such as "what is the capital of France" or "how to tie a tie."

Featured snippets can take various forms, including paragraphs, lists, tables, and images. They can also include other types of rich media, such as videos or interactive elements.

From a user's perspective, featured snippets can be a valuable tool for quickly finding the information they need without having to click through multiple pages or scroll through long-form content. From a website owner's perspective, appearing in a featured snippet can be a valuable opportunity to increase their online visibility and attract more traffic to their website.

Here’s an example of a featured snippet for “lead generation for medical spas.”

How To Optimize for Featured Snippets

Knowledge Panels

A knowledge panel is a feature that appears on the right-hand side of the Google search results page. It is a box that contains relevant information about a particular entity or topic, including images, a brief description, and key facts.

Google uses a combination of data sources, such as Wikipedia and other trusted sources, to create these panels. The goal is to provide users with quick and easily digestible information about their search query without having to click through to a website.

Knowledge panels are beneficial for both users and businesses. For users, knowledge panels provide quick answers to their search queries, saving them time and effort. They also help users find relevant information without having to sift through a lot of search results.

For businesses and entities, having a knowledge panel can increase their visibility on Google and establish them as a trusted source of information. Knowledge panels can also improve the credibility of a business or individual by displaying important information, such as contact details, social media profiles, and reviews.

Here’s an example of a Knowledge Panel:

How To Optimize for Knowledge Panels

Optimizing for a knowledge panel involves several steps that can increase the chances of your entity being featured in one. Here are some tips for optimizing your content:

Local Packs, Map Packs, Snack Packs

A local pack, also known as the "3-pack," is a feature in Google search results that displays a list of local businesses related to a search query. The local pack typically appears at the top of the search results page, just below paid ads but above the organic search results.

The local pack provides users a quick and easy way to find local businesses that meet their needs, such as restaurants, coffee shops, or beauty or hair salons. The pack includes the business name, address, phone number, and a link to its website or directions.

Showing up here requires Local SEO efforts implemented over months to improve the likelihood of your business' location showing up for many different search keywords. 

Local packs are beneficial to businesses for several reasons:

How To Optimize for Local Packs (Local SEO)

The Big Unkown: Will Generative AI Chat Replace Google's Zero Click Searches?

Yes, over time, it's likely Generative AI will replace some Google zero-click searches.

Generative AI has made significant strides in recent years, especially in natural language processing (NLP), and is increasingly used to provide more human-like responses to queries.

While zero-click searches in Google have become popular in recent years, there is still a lot of debate around their effectiveness and whether they genuinely provide users with the information they need.

As generative AI continues to advance, it is possible that it could offer a more personalized and comprehensive approach to information retrieval that could challenge the dominance of zero-click searches. However, it is also worth noting that zero-click searches have become deeply ingrained in how people use search engines, so any shift in this paradigm will likely be gradual rather than sudden.

A related post here on the most common search features to rank in. 

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