Secrets Of SEO Optimization

Secrets Of SEO Optimization

SEO Optimization Company

Everyone loves a good hack. Terms like “low-hanging fruit” and “quick wins” are common corporate turns of phrase because things that are lower input and higher output are obviously good.

This is why it’s curious to me that many SEO-focused and SEO-savvy folks don’t have a methodology for updating old blog posts.

Publishing company wrote an interesting post about how they’ve made a regular practice of updating and re-sharing older content. Vox was starting with a lot of overall traffic and has a large library of older content that likely gets several thousand unique visitors per month, but even on sites with 5-15 thousand unique visitors a month from search, I’ve frequently seen a similar pattern:

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  • There is often a “power law” that applies to existing posts where a small number of older posts drive a significant percentage of traffic (maybe 10-20% from the top two posts and as much as 75-80% of the top 25-50 posts). This can happen even if their previous content creation efforts were uneven and not particularly focused on SEO.

  • Those posts have not been updated in several months or even years.

  • When updated, those posts can frequently see a 15-30% increase, which is significant since those posts already represent a significant portion of the site’s overall traffic.

There’s frequently a lot of opportunities to update existing content to help drive organic traffic growth, which we’ll walk through in this post.

Increasing SEO Traffic by Updating and "Thickening" Your Old Blog Posts

“Content Shock” was first discussed in 2014. Mark Schaefer’s prescient concept that there was too much content to read. More supply than demand.

If consumers were struggling to keep up in 2014… they must be completely overwhelmed today.

The content marketing bar has never been higher. People are pumping out more awesome stuff than ever before. Faster and more frequently.

What Works Now: 13 Content Marketing Secrets from Kissmetrics, WordStream, Unbounce, KlientBoost, & More

If you think SEO is a bag of tricks to rank first in Google, you are 10 years out of date.

Just as many SEOs and digital marketers seem to be unaware that brand advertising and creative campaigns are very much alive and well, traditional marketers need to know that digital channels and tools are now necessary for integrated marketing communications.

As a recent Searchmetrics study found, getting found in Google search results is more relevant than ever. Statista also projects the that SEO spending will increase to $79 billion by 2020:

What traditional marketers need to know about SEO

With each update to Google's search algorithm, approaches to SEO keyword research become outdated. Despite being dedicated to their SEO strategies, many businesses aren't seeing any results due to misconceptions related to keyword research.

If this is resonating with you, then you should try to get a more modern keyword research strategy. Here are a few tips to get you started on the right track.

5 Tips for a Modern SEO Keyword Research Strategy

One of the biggest concerns I find with business owners and marketers apprehensive about starting a search engine optimization (SEO) campaign is the cost; they’re worried they may end up paying too much for an SEO agency or for a full-time hire and will fail to see a positive ROI on their investment.

On one hand, it’s an understandable concern; an agency can cost as low as several hundred and up to tens of thousands of dollars a month. If you don’t see a return on that investment, it could be devastating for a small business.

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However, qualified agencies are more than capable of generating a substantial return on investment. A bigger danger is actually investing too little in your campaign, falling behind while your competitors outpace you. I typically see this manifest with business owners opting for the cheapest services they can find, which usually ends up hurting them more than helping.

But is trying to save money on an SEO strategy bad? Is internet marketing important? And how cheap is “too cheap,” anyway?

Let’s dig in.

When It Comes To SEO, How Cheap Is Too Cheap?

I’m sure there’s no need to waste time persuading you that keyword research is one of the highest return SEO activities that is essential for your marketing success.

There’s also no shortage of great articles that give you very detailed instructions as to executing a professional keyword research, ranking high for thousands of targeted search terms and vastly improving your traffic from Google.

But here’s an interesting observation - each of these guides will give you a somewhat different set of instructions.

Not that any of them is advising you wrong, it’s just there’s no universal approach to executing keyword research.

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It will vary based on:

  • Your website (authority, number of pages, quality of content, etc);

  • Your goals and objectives (branding, exposure, traffic, leads, sales);

  • Your budget, resources, and deadlines;

  • Your industry and competitive landscape.

This is why you might find it hard to relate to a random step-by-step guide that you stumble upon.

So I’m going to take a different route and give you a keyword research framework that can be easily adjusted to whatever your goals and resources are.

And I guarantee that the tactics and methods described below will vastly improve your traffic from Google.

At least we’ve grown search traffic to this very blog by 2.4x in one year by doing it:

How To Do Keyword Research in 2017

About two years ago, I was tapped for an amazing opportunity.

My friends at College Raptor had just raised a Series A round for their incredible college matching technology. And the CEO asked me to help them figure out how to make it scale.

It was a consumer platform, offered for free, with the main objective being to scale traffic and drive user growth.

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I was pumped.

I was ready.

Actually, I was terrified.

I had never done this before.

I had worked in marketing for my entire career and helped a lot of different companies grow their traffic and sales. But I never had to start at 0 and figure out how to get to a million.

The climb seemed daunting.

I knew that content marketing was super effective at growing and scaling a website’s traffic. I’d done that in the past and I knew it worked–somehow.

But, like a lot of people, my approach to content marketing up to this point was basically just to “blog and pray.” I knew that creating content could drive a lot of high-value traffic and generate leads and sales, but I didn’t really know how to track, measure, or control that growth in any meaningful way.

With such a big target, I had to figure out what was working for everyone else and put together a plan that we could measure and rely upon.

“Blog and pray” wasn’t going to be a good approach when I had to talk to the board of directors and investors.

We needed a plan and we needed results.

So, I started reading–a lot.

I found so many incredible resources on the web that taught me everything from how to do really in-depth keyword research to how to use competitive analysis to get to great content more quickly.

I was introduced to the Skyscraper Technique and learned about the absolute necessity of manual outreach and link building.

Together, these articles became my base of knowledge which I used to form the strategy that we would go on to use at College Raptor.

How We Scaled a Startup from 0 Organic Traffic to 100,000 Visitors/Mo (In About One Year)

Content ROI remains one of the biggest struggles for marketers. Usually, that’s because marketers are creating content with no greater business goals or objectives in mind beyond creating more content to generate traffic and engagement.

Companies are spending an estimated $135 billion on content marketing every year. Marketers who are unable to demonstrate ROI might soon face struggles justifying a continued investment in content creation – especially considering that most content fails.

So how are content marketers measuring the success of the content they create? Organic traffic is the top content marketing metric of choice, according to a new survey from SEO software service provider Conductor.

Content Marketers: Organic Traffic Is The Key Success Metric

When you had your company’s website built, like so many people, you may have believed that once your site launched, customers were going to flock to it and your sales would take off. But it’s just as likely that no one told you that, in order for potential customers to find your site, you had to ensure that it was optimized to rank highly on the leading search engines: Google, Bing, and Yahoo!. Soon enough you realized that your prospects couldn’t find you in a sea of thousands of similar sites.

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SEO, or Search Engine Optimization, is a complex task that takes time and involves several steps performed in a specific order for it to work correctly and get you the results that you desire. SEO done well can certainly improve your rankings on Google (for purposes of this article I will use Google since it is the largest search engine of all). However, in order to really impact sales, you need to engage in both SEO and SEM, Search Engine Marketing.

Let’s begin with SEO…understanding that the goal of good SEO is to demonstrate to Google that your company is the authority in your industry, your market segment, and your geographic service area.


Content ROI remains one of the biggest struggles for marketers. Usually, that’s because marketers are creating content with no greater business goals or objectives in mind beyond creating more content to generate traffic and engagement.

Companies are spending an estimated $135 billion on content marketing every year. Marketers who are unable to demonstrate ROI might soon face struggles justifying a continued investment in content creation – especially considering that most content fails.

So how are content marketers measuring the success of the content they create? Organic traffic is the top content marketing metric of choice, according to a new survey from SEO software service provider Conductor.

Content Marketers: Organic Traffic Is The Key Success Metric

Incredible, isn’t it? Despite all the fanfare and pageantry that has followed content marketing over the last few years, fewer than 6% of marketers confidently claim to be executing content marketing strategies properly.

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It’s just one of a handful of eye-popping stats to come out of the State of Content Marketing Survey, a major new survey of senior UK marketers this month as part of a campaign to help create healthy debate around the misunderstood tactic.

With more budget than ever before pouring into the approach (60% of those surveyed said they were opening the purse strings further in 2017) 92% admitted to not knowing exactly how they should execute.

To check out all the results from the survey, click below (opens up in a new tab):

Constant Content: The Silver Bullet for Failing Content Marketing Strategy

I’m excited to announce the launch of our first report developed in coordination with Ascend2: The State of Lead Generation – Benchmarks for the Complex Sale.

In this report, we were specifically looking to understand the perspective of B2B marketers who are focused on a lengthy sales cycle, involving numerous purchase influencers.

The key question asked:

  • What strategies and tactics are significantly increasing lead generation effectiveness in a complex sale situation?

It was of little surprise that these marketers view the quality of leads generated as their most important goal but also their most significant barrier to success.

B2B Lead Generation Requires A Multi-Channel Digital Marketing Approach

A new study by SmartCompany has found that small and medium-sized enterprises are set to go big on content marketing during the next 12 months and will spend more money on news, blogs, videos and other forms of brand content than any other traditional channels or publicity ventures.

The latest SME Directions Survey polled the opinions of 700 professionals across a range of industries. The importance of content marketing was a constant theme, but other issues were also prevalent, such as the emergence of artificial intelligence and automation and how cutting-edge tech will change marketing.


I put out a HARO query to see what tactics other SEO specialists and agencies used as quick wins when they took on a new project. I got back some great, solid responses from SEO experts across the country and wanted to share their advice.

Most of the answers I received fell into one of five basic categories: digital asset consolidation; link reclamation; long-form content creation; identification of low-hanging fruit keywords; and internationalization. I’ve picked what I felt was the best advice for each of these categories because I’ve personally seen results from these actions on my own client sites:

5 quick SEO wins for new clients

Efforts to drive more traffic and rank better on search engines sometimes seem to be in conflict with those for increasing conversion rates for your website. But, as improved user experience becomes a stronger criterion for search engines, search engine optimization, and conversion rate optimization are becoming a complementary, multistep process in marketing your business.

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Don’t sweat it: Your SEO efforts won’t ruin conversions on your site. And your CRO (conversion rate optimization) strategies won’t harm your findability, either.

When setting your marketing plan, you might want to create different pages for different stages of your conversion funnel. Depending on the strategy you create and your business’s needs, you might find yourself designing SEO-focused pages in relation to CRO-focused pages.

This change in focus means a change in content. You would produce content to get your site found and rank better instead of creating content to convert your visitors into buyers. As each page you create has a goal towards micro or macro conversions, filled by soft CTAs (calls to action) or hard CTAs, you might reasonably start wondering if your SEO-focused content is going to interfere in these conversions.

Putting SEO vs. CRO content doubts aside, remember that the changes in Panda, Penguin, and Hummingbird algorithms aim at enhancing users’ experience by better addressing their needs. Google wants to offer users the best results for their queries, so Googlebot will crawl to find information that both matches users’ search (as an SEO-focused page would) and provides an enhanced experience leading to a solution to their problems (as a CRO-focused page would).

As Google’s algorithms focus on predicting and addressing visitors’ behavior online, great opportunities arise to combine SEO and CRO strategies for powerful marketing. Find out the reasons why you should use these two marketing efforts together, along with four strategies you can implement to improve conversions on your website. From getting rid of bulky code to avoiding clock errors, let’s turn your visitors into happy customers.

21st Renaissance

SEO Optimization Company

Content Marketing Is The Key To Creating A Powerful Brand To Truly Separate Your Business From Your Competition

To truly create a powerful web presence you need to have an extraordinary content marketing strategy. SEO, PR, Branding & Content Marketing need to come together to create a powerful source of leads. Together they create the best possible long-term strategy & ROI.

The Best Company For SEO

The Best Company For SEO

Content Marketing Strategy

Content Marketing Strategy