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Internal Links for SEO ; How Pros Use it.

Internal links are hyperlinks that redirect to pages on the same website.

These links help in passing PageRank (or SEO value) and context via anchor text and surrounding content.

Why are Internal Links Crucial for SEO?

Internal links play a key role in helping Google find, index, and understand all your website pages.

If you use internal links strategically, they can send your website’s page authority (or PageRank) to important pages.

In a nutshell, internal linking is important for any website that wants to rank high in Google.

Best Internal Linking Practices

Now that we’ve taken a brief look at why internal links are important to SEO,

let’s proceed to the best internal linking strategies that you can implement for your website:

Include SEO into your content marketing strategy

When you consider SEO while developing your content strategy, you will be able to create content that is appropriate for internal linking. Think about the personas of your audience, their challenges, and the route they take to be converted to customers.

What is the view of your customers about their challenges and what are the possible solutions?

Which terms do they use to search for information on Google?

What is the intent behind the keywords, and in what format should you present your content?

Create content that meets the immediate needs of your audience and anticipate their questions as they move through the funnel. Then add internal links at strategic places in the content to capture their interest and answer the questions in their mind as they go through the content.

Make use of topic clusters and pillar pages

Topic clusters refer to related buckets of content that cover broad concepts. Each group of content has one pillar page as well as many supporting cluster pages.

Topic clusters are effective in internal linking strategy because they create hubs of relevant content.

Each pillar page creates an overview of a high-level topic and also introduces different subtopics.


Pillar pages redirect to more detailed blog posts about the subtopics using appropriate sub-headings. These blog posts are referred to as cluster pages. The cluster pages link back to the main pillar page.

Cluster pages also link to other cluster pages where appropriate, and also link to other pillar pages.

Topic clusters play a key role in demonstrating expertise and depth of topic coverage to Google. They also organize the content into subtopics which is what Google is interested in.

According to an announcement made by Google, they made a breakthrough in ranking that allows them to have a better understanding of the relevance of each passage from your web pages, and even index the passages separately.

Link out from authoritative web pages

Instead of making this process more difficult than it needs to be, you can easily assess the authority of your web pages through the strength of their backlink profile by using tools like Ahrefs or Moz.

You don’t need to use algorithms or sculpt PageRank. Just ensure that you add internal links to relevant pages that have lots of great backlinks. The higher the number of backlinks you have, the more links you will be able to add without affecting their value.

Include keywords in the anchor text

Some SEO experts advise that you are mindful of the way you use the exact match anchor text to avoid being penalized by Google.

I don’t agree with this recommendation.

There is nothing wrong with linking to your content from your domain using relevant, keyword-rich anchor text.

It is your website,

So you are free to do what you want. Just don’t stuff the anchor text with keywords unnaturally. Also, don’t overuse the keyword-rich anchor texts if you are building backlinks from other sites.

You have nothing to worry about provided your internal links and anchor text are intended to offer value to your users and are meaningful contextually.

The fact that Google says “Avoid using excessively keyword-filled or lengthy anchor text just for search engines” does not mean you shouldn’t use exact match keywords. It means you can use anchor texts like the ones below:

    • SEO strategy
    • How to build an SEO strategy
    • Create an SEO strategy that works
    • Develop an effective SEO strategy
    • 14pt;”>Search engine optimization


The statement also means you should anchor texts that look like this: “search engine optimization SEO strategy tactics.”


I believe you notice the difference. You cannot follow Google’s recommendations and use short anchor text without incorporating exact match keywords. If you include SEO strategy in the anchor text, and you have a web page with content about it, link to the page.

Mix up the anchor text

Anchor text is very important. Google uses anchor text to understand what you have on the other side of a link. It influences your ranking on Google search results, so you need to use it in a way that benefits you.

I believe that when you publish content,

You wants it to rank for other terms apart from the head term. You want the page to rank for tons of long-tail keywords that drive massive targeted traffic.

An effective strategy that you can use to influence your rankings for the search terms with lower volume is to include them in your internal links.

If a web page has lots of internal links with exact match anchor text, mix the anchor text up. Try and use broad match variations, especially if the variations portray the search intent of your main keyword.

Place more priority on relevance than location

Statements like “internal links above the fold or within the first paragraph are more valuable” are controversial because they go against Google’s opinion on relevance and user experience. Packing links unnaturally into your content as high as possible can harm usability and also affect trust.

This shows that Google cannot implement a ranking signal that is not user-friendly.

When placing links, think about who your users are. Add links to areas that are relevant and useful on your page.

You are free to pack your subheadings with relevant context about topics that relate to the links in your content.

Don’t forget that context is king. If there is a section on your page that talks about the role of backlinks, that is the most appropriate place to link to a blog post about backlinks.

But if you don’t have a page about that topic, you can still introduce something into the content as long as it is relevant to the link.

Include links from old content

Everyone talks about this but only a few implement it. The truth is the more content you create, the longer it will take you to go back and include internal links.

When you start to build a topic cluster, you may not have many opportunities to add internal links. But when you start creating massive long-form content, you need to add links from every related blog post on your website.

In a nutshell, when you focus on creating long-form content, you need to spend some hours per week to add relevant and useful internal links.

Fix broken internal links

14pt;”>Broken links are common in SEO. The number of broken links on your site is proportional to the size of your website.

It is important to fix broken links because they affect PageRank, disrupt the user experience, and harm the crawl budget.

You also need to fix redirects. If you redirect web pages to a new URL but the original anchor text is not updated, the links may end up sending different signals to Google about what the new page is about.

This may be scary if you have tons of pages on your website.


You have nothing to worry about. You are most likely to have just a few dozen custom-built internal links that point to those pages from your blog posts. Other links are likely to be navigational links so you have no business with them.

Dofollow links

If you have been in the business of content creation and content marketing for a while, then you must be familiar with PageRank sculpting. Back in those days, webmasters would nofollow internal links to stop PageRank from going to unwanted URLs.

This would direct the flow of links to important pages while also allowing links to be useful to users.

This is no longer the case.

Now, PageRank goes away through nofollow links. It does not go to the destination page, neither does it get distributed to the other links on the page. It simply ‘evaporates.’

In a nutshell,

You should dofollow internal links. An exception to this strategy is if you have millions of pages with low-value which you don’t want to be discovered by Google.

Don’t use automation

Tools that automate internal linking are not good for the following reasons:

  • Internal links generator tools add links without having an in-depth understanding of the pages that need the best links or the pages on your site that are most appropriate to link from.
  • Depending on how big your site is, plugins can easily create 1,000 exact match anchor text links within a short period; thereby leading to anchor text spam.
  • Internal links are not only meant for SEO but to also help users find relevant content on your website. Plugins or bots ignore this need.

Wrapping Up

Internal links are useful for SEO.

SEO goes beyond just optimizing title tags, including keywords, and building links. It entails giving your users the best experience, being found throughout their journey through the funnel, and ensuring Google and other search engines see the value you offer as much as your users do.

incorporating a strategic approach to internal linking that will help you achieve these goals and also increase efficiencies to yield the best results.

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Branded Searches: How to Optimize for Branded Searches

Ranking for competitive keywords and optimizing your web pages for conversions is the best way to increase your website traffic and boost sales.


There’s another thing that your website should be optimized for; something that many marketers ignore.

One of the most effective ways to have a high-converting sales funnel is to optimize your landing pages for branded searches. In this article, I will show you what branded search is, why it is important, and how you can optimize for branded searches to boost your rankings and revenue.

What is Branded Search?

Branded search is a form of query whereby someone types a search term containing the name of your brand or product.

In most situations,

Branded searches are used by people that are already familiar with your product. You have a high chance of converting people searching your product name into customers (unlike those that randomly stumbled on your brand).


Branded search is an important component of a sales funnel. About half of people often type ‘branded name reviews’ in Google before making a purchase.

Why Should You Run a Branded Search Campaign for Your Business?

Now that you know what branded search is;

Here are some of the reasons why you need to run branded search campaign:

It brings better traffic

The traffic that branded search gives to your website is usually more qualified than what other keywords give. In a nutshell,

Branded traffic goes further in the sales funnel and usually moves close to taking action.

It boosts conversions

People hardly convert the first time they land on a website.

The first time a visitor landed on your website may be via paid traffic and then returned to your website to find more information. The second visit is usually from users that are searching for your product and found your website organically.

It builds awareness

Branded search campaigns are useful for increasing brand awareness.

Whenever your brand ranks at the top of search results, your name will be seen by new audiences.

Ensure you manage the content that the search engines show because it is the first thing those searching for your brand will see.

It boosts brand reputation

You can use branded search campaigns to manage the content that search engines show in search results.

If you have a bad review that comes up first when users search for your company name, you can control the content in the search results by optimizing your website for branded search terms. This will reduce the effect of the negative review on your site and brand.

Unlike paid campaigns, branded search campaigns take time before producing results.


You can enjoy the benefits discussed above if you have a solid strategy and you are consistent. If you’re interested in boosting your site’s SEO, you can consider a branded search campaign.

Tips for Optimizing Your Landing Page for Branded Search

Optimizing for branded searches may appear to be a daunting task.


Businesses that use branded searches have control over these queries.

As a result, there are steps that you need to take to get more traffic from branded searches. These steps are important elements of your search strategy.

Here are the steps you can take to optimize your website or landing page for branded searches:

Dominate results obtained from direct searches

One important thing that you must always know when you want to optimize for branded search is this: In most cases, branded search is driven by Research Online Purchase / Buy Offline or Online (ROPO / ROBO) behavior.

This means that the searchers already know your brand and they are ready to buy your product.

They are also ready to learn more about you online.

This should motivate you to pay attention to direct search results and the first impression they make when searchers look at them for the first time.

The first impression in this case matters a lot.

Thus, you need to carry out these exercises regularly:

Perform the direct search

The direct search may include your full business name, your business name and your name/ owner’s name, your business name and your business address, and lots more.

Go through the reviews and ratings

These are the rich snippets that searchers see immediately.

By evaluating these reviews, you will know if you should channel more effort towards a specific platform to improve your rating on the platform.

You will also know if you should push any of your listings (with better reputation) higher in search results.

More so,

You will know if you should verify your presence on new local platforms (especially platforms that rank for your competitor’s name).

You can get better rich snippets that are easier to control on smaller local directories like BizJournals,, and Dir Journal amongst others.

Check third-party assets

Third-party assets include your interviews, articles about you, standalone reviews, and lots more.

Checking these assets will help you know if you need to create more assets. If you need to create more third-party assets, you will also discover if you should publicize them.

Check visual search results (i.e. images and videos)

By evaluating your visual search results, you will be able to know if they are hurting your first impression and if you need to publicize more images.

Due to the ever-evolving nature of search results, you need to carry out the tasks above regularly. You also need to create and implement a new plan at least once a year.

Gather and organize your branded search terms

Many businesses, even big brands, usually miss this step.

Don’t forget that your most important branded search is not limited to your business name. There are lots of ways through which potential customers search for your brand online.


Here are some of the most important ways that you need to pay attention to:

  • ROPO searches (Your brand name + reviews)
  • High-intent searches (Your brand name + your product or feature)
  • Navigational searches (Your brand name + contact) or login
  • Competitive research (Your brand name vs. your competitor’s name)


Your target should be to rank as the first search result for all the search types above.

This will ensure that you don’t end up losing a customer to a competitor that is advising against your brand or suggesting a better alternative.


You need to think about the ‘blended’ search results that can distract users from your brand. These include:

  • Videos
  • Local pack
  • People Also Ask
  • Product results
  • Images
  • And lots more

Whenever these come up for your branded search, you need to include a different strategy to conquer them. For instance, ‘brand name vs. your competitor’s name’ needs an image.

Optimize for local three-pack

Local-three pack has altered the way local search optimization is done. It is confusing lots of local businesses and marketers because they don’t see much obvious logic behind it.

Businesses don’t see any official recommendations that can help them understand what can get them into the local three-pack.

Here are some things that you need to know about optimizing for local three-pack rankings:

  • Complete and verify your local listing (including newer sections such as Google Local Posts).
  • Work on your Google reviews. According to Bright Local, businesses that appear in the Google Local three-pack have about 47 reviews.
  • Ensure you mention the branded search queries on your landing page. This improves on-page SEO.
  • Keywords are also important here. Include keywords in your business description on Google local, business reviews, and on your page amongst others.
  • Use seasonal fluctuations to your advantage.

Wrapping Up

Branding is a powerful tool since it can help your website to gain engagement that will give you the results you need to boost conversions.

Branded search research is a valuable source of data online.


it is neglected by many businesses. It can help you know more about your niche, your competition, the product you sell, and problems with your website (and how you can fix them).

In a nutshell, here’s a summary of the actions that you need to take to optimize for branded searches:

  • Include your brand name in meta titles.
  • Identify the branded keywords consumers use to find your products or services.
  • Answer questions that your consumers ask.
  • Optimize your business to rank at the top of local map packs.
  • Create useful tools that are unique to your brand. These tools can help you generate leads and boost traffic.
  • Publish content on websites with high traffic, and
  • Promote your brand offline.

Apart from generating more traffic to your landing page, optimizing for branded search will also increase the trust customers have in your brand; thereby improving brand loyalty.

This comes with many benefits such as increased brand reputation and better conversions.

To optimize for branded searches and improve your search results, you need to constantly monitor and optimize your brand strategy.

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The Dos and Don’ts of Guest Posting

Here are some guest posting dos and don’ts that you need to consider if you want to generate leads for your business.

Guest posting is a proven means of reaching new prospects.

If you are good with your guest posting strategy, you can get these prospects back to your website and convert them to leads.

In this article, we will consider some of the dos and don’ts of getting your guest posts on websites to ensure that the posts generate lots of new leads for your business.

What are Guest Posts?

Guest posts (also referred to as guest posting)) involves publishing an article on another person’s website.

It is done to get more brand awareness and traffic (i.e. referral traffic).

Benefits of Guest Posting

If you use content marketing as one of your marketing strategies, a guest posting strategy can be essential in boosting your traffic and marketing ROI.

According to the Content Marketing Institute, guest posting is an important part of your funnel since it provides offsite professional content.

Guest posting plays a key role in building brand awareness since the content you publish on other websites helps new audiences to know about you. These new readers may decide to visit your website thereby attracting new subscribers and boosting your lead generation results.


Guest posting builds trust.

When you are trusted, authoritative websites will publish your content. Regular guest posting will help others perceive you as an expert; this is great for your brand’s reputation.

More so,

SEO is one of the key benefits of guest posting. One of the major SEO ranking factors that will improve your website’s ranking in organic search results is building links from high-quality websites.

You are not the only one that will gain from guest posting. The site that is hosting your content will also gain. Guest posting helps website owners to overcome the challenge of content marketing by helping them to meet their content needs.

Why Guest Posting is Not Dead

Everyone benefits from high-quality content.

Businesses need it to survive.

As a business owner, your goal should be to keep your readers engaged, willing to return to read your next post, and eager to share your content with their audience.

This means you may need to go beyond your pool of knowledge and bring in experts that can write about your niche. When done right, guest posting is another means of generating positive PR for your brand, coupled with the extra benefit of generating a link back to it.

The Dos of Guest Posting

When deciding to write a guest post, the first thing you need to do is to consider the website you want to publish the post on. Many factors make a blog ideal for the type of content you want to publish.

Listed below are some of the dos of guest posting:

DO read some posts from the blog before you send yours

You have the best chance of having your guest post published if it looks like what the site accepts.

Some of the things you need to pay attention to include the word count, the reading level of the audience (i.e. beginner versus advanced), and the voice of the content (serious, snarky, jovial, etc.).

If there are guest posting guidelines on the website, ensure you read them.

DO build a relationship before writing

Although this is not strictly necessary.

However, if you want to guest post on a more exclusive blog, you will have a higher chance if the editors are already familiar with you. You can establish a relationship by commenting on the blog, engaging with editors on Twitter, and linking to the blog from yours.

DO pay attention to the ranking factors

Ensure you consider the ranking factors when you are looking for a platform to publish your guest post on. The two things you need to pay attention to are the Domain Rating and Domain Authority. If both have high scores, it implies that the website should be considered for guest posting.

DO create quality content

Irrespective of the type of content that you create for your guest post (text, video, or audio), ensure you do a good job. Ensure your guest post is amazing and valuable.

Don’t forget that the aim is to provide valuable information to the site hosting your content and to your blog.

The quality of your guest post will influence the amount and quality of traffic that will be redirected to your blog or website.

DO write a captivating title that suits the content

There are some instances where we get guest posts that do not match what the title promised.

For instance,

don’t submit a post titled “How Much Time Should You Dedicate to Keyword Research?” and then create content that talks about how to do keyword research. A strong title that portrays what a blog post offers, coupled with some subheadings that are strategically placed, can make a post give better results even without altering the content.

DO send image(s) with your guest post

Depending on the type of guest post that you want to publish, try and include one or two images in your content. For instance, if you are reviewing software, include a screenshot of the software.

If the guest post is about a case study, ensure you include a graph or table to make your data more cogent.

DO send guest posts to blogs that focus on areas you’re knowledgeable in

Editors can easily know if a post is hastily researched.

If you don’t have much expertise in a topic that the blog you want to publish covers, you may end up writing content that already exists.

If you are trying to build links, ensure the links are relevant.

For instance,

if you are a commercial real estate agent and you want to send your guest post to a digital marketing blog, you can write about how commercial real estate agents generate leads.

DO proofread your content

Don’t make the mistake of submitting a guest post without proofreading it diligently.

You don’t need to be a professional editor to get this done.

All you need to do is to take the time to read and re-read the post to ensure that it is error-free and has no dead links.

When you submit poorly written content, such content is likely to be rejected by the host blog. A good practice that will help with proofreading is to read your content out loud. With this, you will hear how what you wrote sounds more clearly and will be able to spot mistakes in the flow.


The Don’ts of Guest Posting

Unlike the do’s, the don’ts of guest posting are fewer.


They can hinder you from getting the required results from your content marketing. So it is advisable to pay attention to them and avoid them in your guest posts.

DON’T spam

Irrespective of its form, people hate spam. You will lose your credibility and authority with readers within the blink of an eye if you stuff your post with links to your blog.

Ensure you only link to your blog wherever necessary and ensure you do it naturally. This won’t usually be in the body of the content but the author’s bio.

DON’T submit the same guest post to different blogs

You may be tempted to make some simple changes in your post (such as changing the post’s title or slightly changing a few words). This can affect the quality of the content.

Your host deserves something better and your blog’s reputation depends on the uniqueness of content you share on different blogs. Focus on creating unique content.

DON’T stuff links in your post

If your introductory paragraph has like four backs back to your blog, your post may be rejected.

Don’t portray your editor as being cheap and used with your post. Only link back to your blog in an area that is relevant to the topic.

Whatever you want to link to should govern what you want to write about. Links from a single web page often reach a point of diminishing returns. So only use links when necessary.

Otherwise, save the links for your bio.

Wrapping Up

Guest blogging is an effective form of PR.

In this case, you are using a blog instead of newspapers or magazines. Also, you are working with bloggers and webmasters instead of journalists and authors.

But the strategies are the same.

You must always strive to create excellent content that will engage your audience and drive them to take action.

Getting a link from the hosting site should not be the main reason for guest posting.

Focus more on providing value.

Pay attention to the guest posting do’s and don’ts discussed in this article.

By considering them when creating content for your guest post, you will become an expert and will also have a higher chance of your post being accepted by other sites.


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How to Boost SEO by Updating Old Blog Posts

Do you want to boost your rankings in organic search results?

The strategy in this article will help you increase your rankings without any stress.

You can’t publish new content every time. So the best way to offer your site visitors fresh content and keep them engaged is to regularly update your old posts.

According to a study published on HubSpot, updating old blog posts played a key role in increasing the monthly views via organic search.

Another article on Search Engine Journal also confirmed that an updated content can yield better search rankings, more traffic, increased social shares, more links, and new clients.

This is why one of the major priorities of B2C content creators is to update their old content.


What most people do is update the date on an old article to a new date.

You need to do more than this if you want to get the maximum benefits of updating old posts (i.e. better organic traffic, ranking, engagement, and conversion).

Should You Improve or Remove Old Content?

If you prefer revising your content to creating a new one, then you might be wondering; should you improve or remove the old post?

You may need to remove your content when the link-building efforts on a particular page are yielding poor results and the content cannot be salvaged. Removal may also be an ideal option if no keyword relates to the topic. While doing these, don’t forget the purpose of a page.

The removal of content from your website should be as a result of any of the following reasons:

On the other hand, you may need to improve content when you can benefit from revising it rather than removing it.

How Can Removing Old Content Help Your Website?

In the SEO industry, getting rid of the old content is also referred to as ‘content pruning.’ Pruning may appear destructive but if you do it properly, it can enhance your rankings and improve your website’s SEO.

Content pruning plays a key role in:

  • Improving user experience
  • Making good use of the time and resources spent on making search engines crawl your site

Here are the different reasons why you need to remove old posts from your site:

Reduce the occurrence of the same keyword phrase on multiple web pages

Also known as keyword cannibalization, the presence of the same keyword phrase on different pages hurts ranking. When you use the same keyword phrase many times, you are simply competing with yourself.

This lowers your authority.

Also, in 2019, Google announced that its algorithm will get rid of multiple listings from a single domain to enhance site diversity.

If you want to publish new content, ensure you don’t have an article that is targeting the same keywords you intend to use.

Remove the page if you do.

Get rid of irrelevant pages

Irrelevant web pages offer no value and they serve no purpose to the search engine crawlers or readers.


They waste crawler time on pages that offer little to no keyword value or traffic conversion.

If you keep wasting crawl budget on your site, search engines will be discouraged from revisiting your site and indexing your content.

For instance, if there is a product page for items that you’re no longer selling, you need to remove such a page. You should also remove headers or sections that are not relevant to the content on your web pages.

Remove web pages with low quality

Just like irrelevant pages, low-quality web pages serve no purpose on a site.

These pages do not rank for meaningful keywords, they draw little to no traffic, and they do not play any role in link-building.

All the pages on your site don’t need to offer SEO value.


You should keep content that does well on social media, updates loyal customers, or attracts targeted traffic. Ensure you have a good reason behind each of the pages on your website. If there’s no good reason for having a particular page, then remove such a page.

How Can Improving Old Content Help Your Website?

There are different reasons why you need to improve the old content on your site. These benefits are usually centered on creating a better user experience and promoting the use of better SEO strategies.

Here are the benefits you stand to gain from updating old blog posts:

Correct grammar and spelling errors

Although grammar and spelling do not have a direct effect on Google rankings, error-free content creates a great user experience.

Having many misspelled words in your content can create a negative user experience; this can end up hurting your rankings.

When you go through your old posts, you will be able to detect these mistakes and correct them.

Revising your content can also make the content clearer and more concise.

Go through your content to find content that is too long and shorten them.


Get rid of broken links

A useful resource that you linked to when you published your content years ago may no longer exist; leading to a broken link. Apart from hurting your rankings, this can also reduce user experience.

Your readers will not want to find a broken link when all they expect is a valuable resource.

The good news is that it is not hard to fix broken links.

You can carry out an in-depth SEO audit of your website to detect issues with links and other issues that you may need to pay attention to while refreshing your content.

Link to newer resources

You need data to support the claims you make in your content.


Data can quickly get outdated.

For instance, if you published an article in 2017 and you cited a resource from 2014, chances are you can find newer and better resources. The old resources could be reporting information that has been proven to be false.

Mark up any piece of content that requires citation as a page that you will need to revise in the future.

Your content needs to meet up with the ever-evolving research.

Improve internal links

Apart from including new resources, you should also improve your internal links.

Think about the content you have created.

Use your top-performing content to highlight the new pages. Don’t this will help in reinforcing your link-building strategy and also increase the traffic you attract from search engines.

Optimize for the right keywords

The behavior of searchers changes with time.

What you believed to be a valuable keyword six years ago may no longer be today.

This implies that keyword research that was done in the past (in most cases) does not present the best opportunities for searchers. Improving your old content helps you to re-evaluate your keyword research strategy and also optimize for the current keywords that take into consideration the intent of the searchers searching for such keywords.

Boost your click-through rate

The top-ranking results usually contain content published in the last few years, depending on how urgent the query is. With time,

Information becomes more accessible and people are more likely to go for recently published articles.

This still emphasizes the importance of content freshness.

For websites that have been around for a long period, they need to be revised to improve the click-through rate. Changing the date is not the only thing you need to do.

You can also update the title tag and meta description.

To have a compelling meta description, ensure you write something that addresses the main point and also promises that the page has detailed and valuable content.

Add rich media

Using different types of media improves the SEO of a site.

Images, videos, and other forms of media attract more links than web pages that do not have them.

When your page attracts links, then search engines will see your site as being valuable and trustworthy.

As a result, your site will be favored in search rankings.

Make the content mobile-friendly

Your old blog posts may not be mobile-friendly.


You need to revise your posts to ensure that they are optimized for mobile devices; this will go a long way in expanding your audience. You can do this by changing your page design.

Wrapping Up

If you want to improve your website’s SEO, then you need to consider updating your old blog posts.

Don’t see updating old posts as an opportunity to paste newer date on it.


Follow the strategies discussed in this article to update it so that you and your audience can get more value. This is a great way to boost the traffic your site attracts from search engines.

It will also improve your content’s rankings in search results.

If you want to start, then create new content in addition to the old articles on your site. Include new and more valuable resources, fix broken links on your site, and include graphics and other multimedia.

Also, improve your content’s accuracy and ensure the content is relevant and meets up with the latest trend.

Once you have improved your content, make it meet the latest requirements of Google’s algorithm.

More so, repurpose your post to different forms of media to expand its reach. You should also consider changing the keywords that your posts were optimized for.

Once you do these, then share the content.

Promote the content the same way you did when you published it for the first time. This helps you show new value to your readers.

By carrying out these updates on your content, your website and content will be able to enjoy better search engine rankings.

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Black Hat and White Hat SEO: What’s the Difference?

When you’re working on growing your Google rankings, you may be tempted to opt for an SEO strategy that offers a shortcut to ranking well in SERP results.

A search engine algorithm follows some specific rules.

These rules hinder web developers from finding shortcuts that unfairly rank a site.

The rules also create a level playing ground for sites competing to rank in Google; thereby ensuring that any website can rank at the top of search results with enough time and effort.

The different approaches to SEO (Search Engine Optimization) have diverged into two techniques:

“White Hat SEO” and “Black hat SEO.”

White hat SEO techniques align with the guidelines set by Google for ensuring high-quality SEO. Black hat SEO, on the other hand, involves techniques that are designed on tricks and hacks.

These techniques yield short-term improvements to ranking results and often leave negative consequences on the SEO results in the long run.

In this guide,

We will consider what black hat and white hat SEO practices are and the ideal practice you should stick to for the best SEO result.

Black Hat SEO

Black hat SEO refers to SEO practices that are used to increase a website or web page’s rank in search results through techniques that do not align with the terms of service of the search engines.

By manipulating search engine algorithms, the SERP rankings of websites may increase at first, but the long-term effect may affect the site’s SEO.

These SEO tactics are not regarded by Google and Bing’s Webmaster Guidelines.

It is advisable to avoid them at all costs. The funny thing about the black hat SEO techniques is that there is little evidence that the techniques are effective.

The techniques usually end up damaging the site’s rankings. Here are some of the black hat SEO tactics:

Keyword stuffing

Keyword stuffing refers to the process of manipulating a website’s rankings by repeating the main keyword of the site unnaturally (the keyword is usually out of context).

It is easy to detect keyword stuffing because the keyword will not flow with the content, and the content will not make much sense when you read it aloud.

This strategy is an outdated one and will not work with the current Google and Bing algorithm.


It usually makes the site to be penalized.

Hidden text

Hidden text is the text that is colored with the web page’s background color to make the content invisible to the readers. This strategy is usually used to introduce relevant keywords to the webpage to ‘appease’ the search engines.

In some cases, the text has a font size of zero.

This deceptive strategy can make the search engines lower your ranking with it is detected by advanced search engine crawlers.

Manipulative links

Manipulative links (also referred to as link schemes) are some of the most widely used black hat SEO tactics.

Mutual backlinking is the process of hiding links in different parts of a website and blog comments.

The links may also be hidden by reducing the font size to zero or by changing its color to match that of the background.

Since you can increase your rankings by adding links to your content, people pack links into their sites, even when the links are not useful to the content. This malicious strategy can get your site into trouble with Google and other search engines.

White Hat SEO

White hat SEO is the opposite of black hat SEO.

It refers to practices that improve a website’s or webpage’s search rankings on a search engine results page without tampering with the integrity of the website.

This form of SEO targets a human audience.

White hat SEO techniques align with the terms of service of the search engines. In other words, they adhere to the rules and also improve the website and brand in the long run.

Instead of achieving fast rankings in search results, white hat SEO is more interested in developing your relationship with your users.

Since white hat SEO helps your website visitor, it gives you better ranking results.

Highlighted below are some of the features of white hat SEO techniques; these features reveal why white hat SEO works:


White hat SEO puts the users first.

If your content is aimed at meeting the needs of your users rather than attaining quick search engine rankings, you’re implementing white hat SEO. Search engine crawlers are now advanced and they are now focused on ensuring that your content creates a positive user experience.

Although some strategies may get initially direct traffic to your page, your bounce rate will be high if your page lacks quality content.

This affects your rankings in search results, so it is advisable to focus on meeting the needs of users.

Long-term investment worth taking

Although some black hat SEO strategies can increase your rankings in search results, in the beginning, the result can be harmful to your website and brand.

Investing in content that offers value to your audience will portray you as an expert and also boost your credibility (both from the readers’ and search engines’ points of view).

This will go a long way in boosting your SERP ranking.

Quality prioritized over quality

White hat SEO places more emphasis on quality than quantity.

When you focus more on the quality of content that you create, your website’s SEO will improve over time. To engage your audience and keep them coming back to your site, you can continuously update your information with dates, useful and relevant sources, and updated content.

Effective white hat SEO is not a checklist that you can just complete and be through with, but a process.

So instead of stuffing your web pages with irrelevant keywords, links, and pictures just to increase your rankings, look for other ways to engage your audience by offering them relevant and valuable content.

Why Do People Use Black Hat SEO Tactics?

People use black hat SEO techniques because they believe they can fool the search engines.

Since algorithms have loopholes, black hat SEO is implemented to take advantage of these loopholes and make quick and easy money. Those that use black hat techniques are not interested in offering any value to users.

These people may think they are operating in a way that avoids the consequences.

Most of them do not even care about the consequences.

Risks of Black Hat SEO Techniques

Although the quick results that black hat techniques offer make them tempting, it can make Google ban your site or penalize it for using practices that do not comply with search engine rules.

Websites that plan to operate for a long time stay away from risks since they hurt a site’s SEO.

Black hat SEO tactics also yield short-term results.

White hat SEO, on the other hand, makes your site to be ranked by using ethical tactics, quality content, appropriate keywords, and smart marketing approaches that provide long-term results.

Here are some of the risks of using black hat SEO techniques:

Algorithm updates

Google updates its algorithm regularly to improve the results it offers users.

Most of these updates are meant to fill the loopholes that black hat techniques take advantage of.

For instance,

One of the most popular algorithm updates was the 2012 “Penguin” update that targeted websites that were buying links or practicing the use of spammy links.

When the update was released, lots of website owners that were using deceptive SEO practices lost their rankings in Google.

This led to the loss of all the results they gained through those malicious practices.

Ever since this update was released, Google has released different updates to get rid of manipulative SEO techniques. Although these updates don’t ban websites from search results, the rankings of sites using black hat SEO will be badly affected.

Manual penalties

Websites that use black hat SEO risk a manual action from Google.

The penalties are given by human reviewers and they involve penalizing a website for violating Google’s guidelines.

Unlike algorithm updates, these manual actions can prevent the affected websites from being found in search results. As a result, black hat SEO tactics have the opposite result of what those using them intend to achieve.

Why You Should Adhere to White Hat SEO Tactics

What hat SEO requires patience before the results are seen because it takes time.

This is why some web owners are tempted to look for shortcuts to hasten the SEO process.


When you consider the risks associated with black hat techniques, it’s not worth it.

Focus on implementing white hat SEO tactics because they can make you much more successful with time. With white hat tactics, you don’t need to bother about being penalized or losing your rankings as a result of algorithm updates.

Wrapping Up

As you proceed and go deeper in your digital marketing journey, you will come across a black hat vs. white hat SEO debate.

This debate is not worth your time because white hat SEO is the better approach; it is the SEO strategy that better improves its rankings in search results.

White hat SEO tactics yield long-term search rankings and also improve the quality of visitors that visits a website. Practices like creating high-quality content, increase your webpage’s speed, and optimizing user experience are white hat and they will positively impact your search rankings.

Black hat SEO tactics, on the other hand, have short-term benefits and can make a site to be penalized.

You will be tempted to find quick fixes or shortcuts, but for your business to be successful, you need to act with integrity as this yields the best results.

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What Makes a Link Authoritative?

Authority is one of the key factors that is used to rank your website in Google search results.

Google tries to offer users the best answers to their queries. As a result, they choose authoritative sites to rank high in the search results.

But what makes a link authoritative?

That is what this article aims to answer by taking a look at what an authoritative website needs to have.

Why is Authority Important?

How authoritative Google considers your website to be will affect how well you rank in search results. Google wants to offer reliable information to users, which implies that the more authoritative your site is, the more customers you will attract via organic search.

If Google does not feel that your link is authoritative.

You will find it hard to rank at the top of SERPs for your target keywords. This will affect your site’s ability to attract prospects to your business or brand.


Your link’s authority has a huge impact on how you reach customers on the internet.

This means that your SEO strategy should be aimed at improving your reputation and making the search engines trust you.

How Google Determines a Link’s Authority

The process Google uses to determine a link’s authority is a long-standing debate.

Authority, in the context of search engines, entails how credible your site is online. This is not limited to Google picking and choosing a credible website.

According to Moz, 21% of the ranking algorithm of Google is determined by ‘link authority features,’ the number and quality of links to a domain, while 19% is determined by the number of links to a particular web page.

Features of an Authoritative Link

Here are features that help to determine that a link is authoritative:

The website must provide value

A site with an authoritative link must provide value.

When you are evaluating a website that you intend to secure a link from, it is crucial to ensure that the site offers value to its users.

Getting links from a site that is made for Adsense or an affiliate site will not give you the kind of value that you need.

Although it is still a link,

It could end up affecting your link as the algorithms of search engines change.

The website must have quality inbound links

An authoritative site must have quality inbound links.

Before you go after a site for links, ensure you take a look into the site’s backlink portfolio.

Although the site may have great domain authority but is the authority from paid links or other link-building tactics?

Don’t secure links from a site that will be badly affected by an algorithm update.

The site must have quality outbound links

In addition to the site’s inbound links, you also need to consider the outbound links.

If the site links to other websites, ensure that they are related to their site.

Be mindful of outbound links that point to low-quality sites. Getting involved with sites that have shady links can make you be penalized by Google.

The website must be healthy

The next feature of a site with an authoritative link is that the site is healthy. So if you want to secure links from a site that you believe is healthy, you need to consider:

  • The last time the site was crawled
  • The last piece of content that was published
  • Whether the site has an active blog
  • If the site is completely indexed in major search engines
  • If the site has a page rank

These factors need to be considered and analyzed to determine how healthy the site is.

The website must get traffic

This is one of the most important features of an authoritative link. Your aim should be to acquire links that will drive qualified and targeted traffic that will generate leads and sales.

To know if a site gets traffic, simply audit with a third-party tool like Ahrefs or SEMrush.

Users must engage with the content of the website

Users engage with the content of websites with authoritative links.

Such websites get comments on their blog posts. If real people are engaging with the content of the website that you want to acquire links from, there is a chance that the website is quality with quality content, and the link will thus be authoritative.

How to Improve a Link’s Authority

There is no shortcut to the process of making a link authoritative. It is not an overnight process and may take some months to achieve your desired results.


Here are a few things that you can do to improve your link’s authority.

Acquire links from authoritative websites

Links are the most important factor for determining how authoritative a site is.

You can build links from quality sites in different ways.

There are different successful strategies that you can use to build useful links to your website. Although it does not happen overnight and it requires some work, authoritative link building also contributes to improving your link’s authority.

We have considered how you can determine authoritative links (or sites) in the previous section.

In addition to that, you can start by building relationships with leaders in your niche.

When reaching out to bloggers, news editors, and other influencers in your industry, you can propose to write unique articles or submit research or infographics.

If the influencers publish the content on their websites, they will link back to your site as the source, thereby boosting your link’s authority.

Offer great user experience

If your website is hard to navigate, it will be difficult for Google to consider it as being authoritative since it does not provide a good user experience.

Ensure you use a straightforward navigation bar and sitemap to assist users in getting around your site easily.

Also, your page load speed is important; it should be an important factor that you focus on in your website goals.

We live in a world where most of the requests of internet users are instantaneous. If it takes more than 2 seconds for your web pages to load, you need to improve the speed so that users don’t end up bouncing off your page.

Link to credible websites

Since you will not be able to explain every topic on your site in detail, it is crucial to link to other credible websites that your users can visit for more information.

Linking to a moderate number of links will direct your users to other useful resources that will help them.


Do not stuff your page with too many links so that your copy will not be difficult to read.


Avoid linking to another website if you have a page internally on your site that you could link to. You should also avoid linking to the same web page twice on a single page.

Ensure you link to credible websites because the sites you link to will influence how authoritative your link will be.

What you are trying to say when you link to a page is that the page has some great content on the content you are sharing. If you link to a site with low authority, you may be penalized by Google since you are also vouching for such a site.

Drive traffic and establish your brand through social media

Just like many marketers, you probably think that the more pages on your site that are shared on social media, the more Google would consider your link as being authoritative.

However, this is not the case.

According to Matt Cutts, a member of Google’s web spam team, social media is not used as a ranking factor mainly because there is no way Google can crawl all tweets or Facebook posts.

Relying on this incomplete data can harm rankings, and Google does not want this.

This implies that social media is not a key factor in making your link authoritative.


It can help you attain your other authority-related targets.

Social media can be used to build relationships with leaders in your industry. You can later use the relationships to build links that will have a direct impact on your link’s authority.

Also, social media is a great platform to boost brand awareness and credibility.

By connecting with leaders in your industry and promoting your brand, you will be able to attract high authority websites to link to your website.

How Long Does it Take to Improve Your Link’s Authority?

As stated earlier, it is not possible to increase your link’s authority overnight. After considering the criteria stated earlier, you can have an idea of how long it takes to boost a link’s authority.

It can take time to build relationships with leaders in your industry, especially if it is the type of valuable relationship that will earn you links from their websites.

Also, it takes time for you to create valuable and accurate content that others will want to link to.

High authority websites do not give out links without carefully thinking about it and considering who they are handing the links to. So be prepared to spend a good amount of time getting in touch with editors and bloggers before you find the ones that will be willing to link to your website.

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Setting Realistic Expectations for an SEO Campaign

You want to drive highly targeted organic traffic to your website and also increase your visibility in search results.

As a result,

You’ve decided to run an SEO campaign to boost your website’s organic traffic and also improve your position and relevance in search engine results.

To get the best results, you’ve decided to hire the service of an SEO expert to optimize your website and boost your credibility with search engines like Google.

So, what next?

You’re probably wondering what the campaign will entail. You may want to know how long it will take for your website to rank at the top of Google’s first page for the terms that your prospects are searching for.

In this article,

We will take a look at why your SEO results may be delayed, what you need to consider to set a realistic expectation for your SEO campaign, and the truth that you need to know about SEO and ROI.

By understanding the factors that delay SEO results and how you can set realistic expectations for your SEO campaign, you and your SEO agency will be able to take the same steps that will produce the right ROI.

Search Engine Optimization is a Long Term Process

No SEO campaign can give you quick success.

Also, the results will not be noticed overnight. SEO is a long-term process; it takes time for its effect to be felt. There’s nothing wrong with expecting results from your investment in an SEO campaign.

However, the expectation should not be unrealistic. No result happens overnight in SEO.

To get the expected results from your SEO campaign, your SEO plan must include the following:

  • Realistic goals
  • A timeline
  • A budget, and
  • Patience

An increase in ranking may take several weeks, months, and even years for new websites to be noticed.

Factors That Delay Results of an SEO Campaign

The actual results of an SEO campaign may be delayed as a result of the following reasons:

The age of the website

It is believed in the SEO industry that an old domain enjoys a better ranking in organic search results.


You need to put in more work if your domain is not old.

Location of the website

The location of your website may improve your website’s SEO.

If the audience that you want to reach and your domain are in the same geo-location, your website will enjoy additional traction; thereby becoming more visible in organic search results.

Unoptimized elements on the website

Some website elements (such as navigation, content, links, UX, multimedia objects, and accessibility) may not be SEO optimized.

These elements may have a direct impact on your website’s performance, thereby delaying SEO results.

Changing trends

No one knows when a current SEO trend will be outdated.

14pt;”>Mass link building was once the biggest factor for ranking a website, but now any website that uses it will be penalized. An unexpected change in trends may harm your SEO campaign expectation; this may delay results.

Unending algorithm updates

Your SEO results may also be delayed if a new set of Google algorithms slows down the SEO activities that you are performing.

Increasing competition

Every day, tons of new websites are published on the internet. This means if the websites are offering the services that you offer, then you are going to contend with fierce competition.

Factors to Consider When Setting Expectations for SEO Campaigns

Effect of traffic on conversions

It is wrong to expect an SEO campaign to directly produce conversions.

The proper expectation is expecting an SEO campaign to produce gradually increasing and targeted traffic.

Here’s why; most of the factors that produce conversions are not within the control of SEO. Here are some things that you need to consider:

  • An SEO campaign does not control how easy it is to navigate your website.
  • An SEO campaign has no control over how easy it is for your site visitors to fill inquiry forms on your web page, and
  • An SEO campaign has no control over how effectively and efficiently your lead follow-up system converts leads from the SEO campaign.

For the first points raised above, a professional SEO agency may provide some recommendations, but it’s left to you to implement them. For the last issue, even an experienced SEO agency will not have the scope, expertise, or insight required to solve issues in your lead follow-up process.

The core result that an SEO campaign delivers is the generation of qualified traffic.

An SEO campaign matches the keywords that people use to search for your services or products with the content on your website.

If the SEO campaign is effective:

  • More relevant users will see your content in organic search results.
  • More of the users will click through to your site, and
  • More of the users will submit an inquiry form on your website.

Effect of keyword research on rankings

If what you expect from your SEO campaigns is solely based on rankings, that’s a wrong expectation.

In the old days, every search engine results page (SERP) looked the same to every user.

Today, d

Different SERPs are seen by every user.

A website’s ranking in search results is now determined by different variables such as the user’s search engine history, type of search conducted, and location.

It is a wasted effort if you rank high for a search term that generates little or no targeted traffic for a website.

Instead of focusing on rankings, you will have better expectations if you focus on boosts in relevant traffic and leads as the KPIs of your SEO campaign.

How do you achieve these KPIs?

By hiring the service of an SEO agency that uses a blend of keywords that have a high chance of driving targeted traffic to your site.

These keywords should be the basis of your SEO campaign.

The keywords will be selected based on different criteria like search volume, how competitive the term is, your website’s current performance on the search term, and the user intent.

Combining the right keywords will result in a campaign that makes your website more effective in being found for keywords that are important to your prospects.

The significance of collaboration and hands-off approach

If you expect to hand over your SEO campaign to an SEO agency and wait for the profits to roll in, you will be disappointed. SEO is now a collaborative effort.

The good news is if you collaborate with your SEO agency, you will be ahead of most of your competitors.

Let’s consider some of the critical areas where collaboration impacts the ROI:


The ability of the agency to choose and optimize the right keywords depends on your ability to state the main products and services that you want to promote, the value you offer, critical buying motivators, and main differentiators.

Conversion elements

As a smart client, you need to collaborate with your SEO agency to develop strong calls to action.

The better you execute this, the more leads you will generate.


On-site and off-site content is important to the success of an SEO campaign.

Irrespective of how skilled the copywriting team of an SEO agency is, you need to guide the agency on the appropriate topics and angles to focus on.

Credible and valuable content will inspire your prospects to take the next step.

When to set expectations

The best time to set expectations for an SEO campaign may not be before it’s launched or after the first few months of launching the campaign.

The first thing you need to realize is that it takes time for SEO to yield tangible results.

Google doesn’t react to different types of SEO improvements immediately, irrespective of how well you execute them. Expecting a sudden turnaround in traffic or lead generation within some months is not the norm (even though it may happen).


An SEO agency will use the data gathered from an SEO campaign to make improvements to increase the short-term and long-term effectiveness of the SEO strategy.

As the agency evaluates your website’s keyword performance and traffic, strong performing keywords will receive greater emphasis while the poor performing ones will be de-emphasized.

The page content and offers will also be modified to boost the generation of leads.

What You Need to Know About SEO and ROIs

Apart from money,

You also need to invest your time if you want to get a good return from your SEO campaign.

If you are patient and also collaborate with your SEO agency, you will boost your website’s presence in Google search results and also attract more targeted website traffic while enjoying an impressive ROI.

There are no shortcuts; you cannot trick, fake, or rush the SEO process.

If you come across any SEO agency that promises you otherwise, they are either not correct or are using unethical tactics that can get you penalized by Google.

Understanding this will save you from any disappointment and also give you peace of mind while the SEO campaign is ongoing.

Partner With the Right SEO Company

At 1stpage Agency, we offer exceptional SEO solutions that yield valuable results.

We work with our clients with transparency and effective communication. We believe that you shouldn’t be left in the dark during an SEO partnership.

While it’s good to trust your SEO partner, you should also remember the role that you will play in achieving the results you desire. An SEO campaign is only effective when you collaborate with the agency.

If you decide to collaborate with 1stpage agency, then we look forward to taking the first step that will help you dominate the search engine results.

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Learning About SEO and PPC : Using Them Effectively

In digital marketing, many try to figure out the best strategy for getting their websites and content noticed.

Is it SEO or PPC?

Some individuals may think that these two methods of getting traffic to your website simply can’t be used in conjunction with one another, while others might try to use them both.


What’s the deal?

Can you use SEO and PPC techniques together? Should you just stick to one or the other? And which is the best to invest your time and money in.

We’ll cover all of this and more in this article.

The Fundamentals of SEO and PPC

Search Engine Optimization (SEO) is optimizing your website so that it, and the content within it, appear higher up in the search engine rankings. This increase in traffic will help your website to appear higher up on the search rankings on search engines like Google and Bing.

This can be done organically and totally free of cost.

Pay-Per-Click (PPC) is another method of increasing your search engine rankings.

This differs from SEO since you will be actively bidding and paying for the rankings of certain keywords in order to boost the traffic to your website.

Both of these techniques are used to improve and increase traffic to your website.

While the methods may differ, both are genuinely useful means for getting a boost in your search engine rankings. The question is if you can use these two techniques together in order to get even greater improvement.


Which Method is Better and Which Should I Utilize?

In all honesty,

While these two practices have similarities, they are not the exact same type of thing.

Search Engine Optimization and PCC services both do work to increase traffic to your website, but they serve their own unique functions that bring special benefits along with them.

Just to make things clearer, it should be known that when using PPC you can actually hit your goal for incoming traffic virtually as soon as you avail of the service, so long as you are willing to spend the money for it.


On the other hand, tends to take a bit more time than PCC.

But with some patience and constant adherence to SEO practices, you can get some amazing results.

One should also keep in mind that using PPC services is most commonly reserved for websites that want to attract and target shoppers and consumers that are more prone to immediately take action after they search for a certain keyword.

Search Engine Optimization, in contrast to PPC, is more geared towards building an organic relationship with the user and providing a great experience for the said user while they navigate the website, overall giving them a satisfying time while shopping.

When looking at both practices with an understanding that each is geared towards a different audience and purpose you can better see that neither is truly “better” than the other.


In general, most website owners will find that SEO is a more organic, and totally free, way to increase your rankings and website traffic.

Are SEO and PPC Competing Practices?

Making Your Content Link-Worthy - 900 × 650px

One may get the idea that SEO and PCC are practices that may seem to butt heads.

After all,

Both look to be competing to be the method of choice for increasing web traffic to your website.

It’s true that SEO and PPC are technically competing practices, but that isn’t always a bad thing.

For example,

If you have been organically increasing your rankings by utilizing SEO techniques and notice that a competing website has been showing up first in the ad search results you can choose to use PPC.

By creating a name campaign and bidding on your own website you can essentially push yourself over the edge and take that number one spot for ads of that specific keyword in addition to the organic rankings.

Getting both of these top spots is a great way to set your website up to succeed moving forward.

It’s a great technique and will assist you quite a bit as you further grow and improve your website.

Since organic SEO results are shown beneath ads on search engines you may see less traffic to your website even if you are the highest-ranked among organic results.

While not a bad thing in and of itself, being able to have the highest rank possible will go a long way in driving traffic to your website and helping it to grow and improve.

This is one way that these practices may be seen as competitors, due to the way that SEO and PCC interact.

But those who are willing to invest some money and effort can use this interaction to their advantage in order to further drive the growth of their website.

Can You Use Both?

You definitely can,

But there are some things you should know about before using both practices together.

For starters, you want to target different keywords for each technique.

That means that a set of keywords you would use for SEO organic traffic should not overlap with the keywords you use for PPC services.

You could also use a method where you start off by creating a landing page that is propped up by PPC money. Once you get decent traffic to this page you can then cut the use of PPC and transition to more traditional, organic growth using SEO.

Keep in mind that this rarely works, and if you are aiming to organically grow your website it is better to do it from the start.

What’s the Benefit of Using Both Practices?

As stated previously,

Using PPC will get you some immediate results when it comes to an increase in traffic.


In contrast to this gets you more stable results but takes much longer to reach a steady flow of traffic.

You can start off your website by using SEO and organic methods of growth, boosting traffic every so often with some help from PPC practices.


Both practices bring their own unique benefits to the table, and each practice can be used to a great extent to help the overall growth of your website. At the end of the day, it all comes down to how you want to grow your website.

SEO will allow you a better chance of getting some long-term traffic that PPC tends to not be able to provide, but you get this growth at no monetary cost.


PPC will get you a big boost in traffic and rankings for as long as you are able to pay.

Using both methods strategically will give you benefits in traffic, growth, and rankings, and many companies have seen quite large increases in their traffic by running both types of practice alongside one another.

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Making Your Content Link Worthy

The old phrase stating that respect is earned and not given can be applied to quite a few different areas in life and spun to fit a variety of situations.

That phrase

As odd as it may seem, can even be applied to the art of gaining backlinks.


One cannot simply demand that people give them backlinks, sit by and wait for backlinks to walk right in the front door on their own, or even assume that they are due to you if your content is “good enough”.

In short,

You can get links by creating valuable content and getting that content seen by the correct audience.

Assume That You Won’t Get Backlinks

When attempting to get people to give you backlinks always ask yourself one question – why should they do it?

If even you can’t provide a good reason for why people should be willing to provide you with a backlink then something is very wrong.

Explaining to people that you want a backlink simply because “you need it” won’t cut it either.

Using this answer, or some other version of it that is just as paper-thin and flimsy is a horrible response and a surefire way to lose any interest that your prospective audience may have had in providing you with a link.

By stating that the page you are trying to get a backlink for is relevant to the visitors of your prospect’s website, or that your page offers something of value to your prospect’s audience, you have a much better chance of getting your hands on that ever-valuable backlink.

Of course,

Simply telling them that your page carries value does not automatically make it so.

You still need to actively create something that is valuable and is tailored to fit a specific audience.

Ensuring that you do all of this is what you should be aiming for every time you create content. Making good content is the key to getting backlinks, no ifs, and, or buts.

Don’t fall into the trap of simply contacting anyone and everyone available and trying to convince them to give you free advertising in the form of backlinks.

There’s no beating around the bush, that’s essentially what it boils down to if you simply try to get people to give you backlinks without any incentive or benefit on their part.

Big brands that have built quite a name for themselves may be able to get away with simply asking people for backlinks, but for the majority of websites and pages out there you’re going to have to put in a lot more work to earn those backlinks.

Don’t Copy What Competitors Are Doing

If you notice that your competitors have links that lead to shoddy content or pages that are thin and badly crafted then just leave them be.

Copying this type of technique is something that you want to steer away from, even if it seems to “work” for your competition.

You may not even realize that your competitors are not performing well due to their backlinks.

Blackhat techniques are still quite rampant on the web, and Google can be quite slow in stopping pages that utilize such underhanded techniques.

Other factors may be at work,

…and that is what is fueling the performance of your competitors.

While links are undeniably important there are still a plethora of other methods for appearing high in the rankings of the search engine. Don’t focus on what others are up to, and don’t think that you are entitled to the success that your competitors are enjoying.


Work towards making your own formula so that you can reach the goals that you have set for yourself.

Take strides to improve your content and constantly grow through organic methods.


Do a bit of research and analysis on the backlinks of your competitors.

While it does not give you tons of opportunities very often, it is still good to have an idea of what your competitors are doing.

Oftentimes they are simply using shoddy conversions of product pages and pointless links, spammy domains, or some other form of outdated or irrelevant content that is simply there to surround the links.

No matter what the competition may be using

Simply focus on yourself and your own page’s progress. Get links only on your own terms, and don’t cave the cheap tactics even if the competition is implementing them.


Making Link-Worthy Content

The basics for crafting content that is worthy of earning a link include the following:

  • Make content that is crafted with a specific purpose in mind
  • Know the audience the content is meant for and ensure that it is purpose-driven
  • Strive to make your content better than other similar content that is offered

If you can make sure that every piece of content you make follows these simple guidelines then you should have a much easier time getting links.

Make Your Content with a Purpose

This is where many pages fail – right here on the very first step.

When trying to get site owners to provide you with a backlink make it clear that a link won’t cost them anything at all monetarily, and that your link can benefit them in some way.

Make your content compelling and very pleasing to site owners.

Informative and entertaining content, content that is helpful and interesting, and generally any other form of content that provides the readers with some form of value without asking anything from them other than their time is ripe for a backlink.

Tailor Content to a Specific Audience

Define the audience that your content is made for and tailor it to that audience.

If you can convince the site owner that your content doesn’t cost them a penny and it actually benefits their audience they will be much more open to providing you with a backlink.


Make Your Content Better Than the Alternatives

Making content that is better than others already out there doesn’t mean that it has to be original, creative, or special in any way. Simply know what you are providing and what your readers are looking for.

Aim to end their search with your content, solve their problems, or provide ample information on the topic so that they leave your content satisfied and pleased that they decided to give it a read.

Take advantage of the SERP so that you can further improve your content and continue to churn out quality pieces of work.


Concluding Part;

At the end of the day, you need to keep in mind that the web is quite a big place.

It’s tough to grow if you fail to get your content out there and seen by other people.

Being able to create link-worthy content that appeals to relevant target sites is one of the best ways to get your foot in the door and begin growing.

Don’t wait around for something to happen, don’t rush to make things happen without taking the proper steps to gain links, and don’t assume that your content is worthy of links.

Make an effort to improve, and strive to produce quality content that is worthy of a link.

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SEO Reporting: How to Prove Your Value


We want our clients to trust us by getting them the organic growth they need.

There are plenty of reasons they rely on us to help – We have partnered with hundreds of clients over the last six years.

During that time,

We have created thousands of links and 1st-page search results as well. You can trust us to teach you how to prove your value with your SEO reporting.

Let’s get started.

Are You Monitoring or Reporting?


If no one is interested in reading your SEO reports, the reason is that you are mixing up monitoring and reporting. Monitoring is the everyday data or when you check in to make sure that everything is going as it should be.

Reporting is the final result.

It is proof that your hard work is going in the right direction. If you notice that things are not going as well as they should be, you can always work to get back on the right track.

What most people do not know is that you should have two reports instead of just one. These are one for yourself and one that you show to stakeholders.

What is the difference, you ask?

Well, the one for yourself should be a diagnostics dashboard. It is focused on what is going on right now.

Have your rankings dropped?

What can you do to fix them?

Those are questions you should be able to manage with your dashboard.

Are you wondering why you need a dashboard? It allows you to catch errors right away. Suppose that an update removes some code accidentally from a website.

You can fix it right away if you catch it- waiting would be a disaster.

Keeping your eye open for those issues is essential. Plus, if you fix it quick enough, you do not even have to add it to your report at the end of the month. You will see the results of your efforts much faster using two reports.

Once you have your diagnostic dashboard set up, you only need to show the stakeholders the final results in the second report. Even better if you only give them the ones that are connected to specific goals.

Business Goals, KPIs, and Metrics



It is time to have a conversation with your stakeholders. What matters the most to them? First of all, you will want to find a middle ground with them for your goals with the company. This could be a lot more than just marketing goals, by the way!

What milestones does the company need to reach this year? That question is always a good place to start.

As an example, suppose that a client asked you to reach the following goals:

  • Increase qualified leads to 300 every month
  • Reach a qualified lead breakdown of ;
  • 25% of new equipment sales
  • 25% used equipment sales
  • 50% of parts and services

Working with SEO means your goals are going to be less measurable than that.

You will need to change your goals from something like “increase brand awareness” to something measurable- that way, you can show your stakeholders that you were successful.

If you track your leads using division, you can see if one of them is having a harder time than the rest. Knowing that will help you in your SEO work.

You could focus your efforts where they need to be to meet the client’s goals.

Using the above example, you will know that 80% of your SEO needs to be for the parts, and service leads to meet your goals. The other two need 40% each.

How to Build Your Report

Now you can make your report!

Does it only need to be on 1stpage?

Yes. You probably are including too much information in your current reports.

Always Use Their Words

As you report to your client, make sure that you are using the same words used in other reports.

For instance,

Noticing the term used when they talk about goals, try to phrase your sentences the same way that they do.

Doing so is simple and will make it easier for them to read your report.

You Don’t Need to be Present

As you write out the report, try to do it in a way that you do not need to be there to explain the information in it. It should make sense whether or not you are present.

The report needs to be easy to understand by everyone- plus, you want it understandable in the future too. The easiest report always comes in graphs and charts – This in the past has been the cheapest to report your process and reducing the rate clients draw you back for explanation.

Try to Avoid Tables

You probably like to add tables in your reports- we are all guilty of it.


Graphs are always a better option. They provide information at a glance and are much easier to make sense of.

Not everyone is going to understand a number-filled table- plus, these charts take a lot longer to read than a nice, simple graph. You can easily make a line or bar chart in a variety of programs.

When you do have to use a table, make sure that you include graphs with it to present the critical information.

Proving Your Worth

Reporting is pretty easy to procrastinate on.


The best time to start working on them is as soon as you can. It is easier to constantly add little pieces of information than to have to put together the entire report in one evening.

A clear and concise report will help you stand out.

Clients do not switch companies because they want more of the same results. They will make changes when they do not understand what you are showing them in your reports- being clear will help you avoid that.

As long as you can make your goals clear, short, and simple to understand within your reports- you will easily be able to make it where you need to go.

SEO Reporting: Summary

SEO reporting

In SEO reporting,

the best thing you can do is be concise. Present your information on one page whenever possible, and use visual graphs to make the data more understandable.


You will be recognized for your worth in the industry if you can do that consistently.


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