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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 …

PSA: Using rankings to track SEO success is dumb

It is amazing to me that in 2019 anyone would use still use rankings as a success metric for an SEO campaign. Rankings are a vanity metric and do not directly or even directly contribute to the success of a business. Using a rankings report to as the only way to measure SEO progress is …

Big company vs small company SEO – enterprise SEO at scale

Search engine optimization is a straightforward process of aiding search engines in best understanding the content of a website so it can garner the maximum visibility in search results. Like anything in technology, there is a set of best practices which need to be implemented correctly to help the machines that power the crawling, ranking …

Zero click searches show the usefulness of search

Rand Fishkin recently published a blogpost referencing data that showed that Zero Click – defined as searches on Google that did not result in a click to any website at all – are now more than 50% of all searches. In my opinion, searches where the user does not ultimately click to another website are …