SEO is not dead nor is it black magic

What is SEO? When search engines were first unleashed on to the world, early technology adopters quickly realized the tremendous economic windfall that could be realized from search engines sending traffic to their websites. Initial versions of search engines were essentially  online yellow pages, but at the same time early web users were infinitely more …

SEO can’t be replaced by software

S There are several tools that I love using daily and without them I would not be able to work on any SEO projects. Yet, I think tools are just that – tools to help complete a project they are not the solution in of themselves. I believe there are many areas where tools will …

SEO should be viewed as a product

One of the reasons a company may leave its SEO potential unfulfilled is because they inadvertently box in the person or people responsible for SEO. They leave the responsible party on their own as an individual contributor forced to go through their manager to get anything done. This flaw in structure is because SEO is …

In large companies winning is all about incrementality

The best way to be successful in a process driven large company is to always keep the focus on small incremental wins. Little wins will ladder up into bigger wins as the smalls wins begin to add up in the impact they are having within a company. Building a detailed plan for incrementality is so …

SEO is top of the funnel and is the assist on a conversion

Within marketing teams the most attention both good and bad is paid to the initiatives that cost significant sums of money. There will be frequent executive check-ins, quarterly reviews, detailed reporting and of course an attribution system that relies on something a lot more sophisticated that a gut belief. In fact, the entire company wide …

Visualize internal linking like an airline route map

Links are a critical part of Google’s ranking algorithms as a link to a page is a vote of popularity and at times contextual relevance. The authority lent by an inbound link doesn’t just apply to external sites linking in, but the same applies to internal links (pages within a site) too. A website draws …

SEO tools: My full list

With the trillion dollar plus annual value of SEO traffic, there is no lack of tools that help to understand Google and optimize websites accordingly. This is not meant to be an exhaustive list of tools that can be used to help with SEO rather it is a list of tools that I personally use …

SEO Personas as the foundation for keyword research

The idea of building elaborate customer personas is very popular on design and in various marketing teams, but so few people actually use them in their daily work life that the investment in creating them is hardly worth it. Many times, when companies build out these personas, they go overly deep into developing exactly who …

Crawl Budget – It’s really a simple SEO concept

The phrase “crawl budget” is an SEO term that is frequently included in discussions about technical SEO, but it is typically used incorrectly. Most of the time when people refer to crawl budget they are considering it a technical SEO enhancement to improve the way Google understands a website. In fact, it is far simpler …

Annual and quarterly planning for SEO

In addition to shorter days and colder nights (at least in the Northern Hemisphere of the world), September brings a special gift to the office which everyone claims to welcome – but in truth they despise: annual planning. Many large companies will have some sort of quarterly planning process where in the last couple weeks …