Category: On-Site SEO

Explains The Main Aspects Of E-Commerce SEO

Building a website and getting traffic are two different things. Launching online store is an easy task but it may get difficult when you are trying to get customers in through the internet. This problem becomes intense as competitors limit our chances of getting to the market. When you have conducted research and set up a website, you need to gain recognition by search engines such as Google, so you will need search engine optimization. This process involves modifying your site’s features according to the requirements of search engine algorithms in order to get a top position on specific key terms.

Jason Adler, the Customer Success Manager of gives valuable tips on how to make your content authoritative and website optimized to help you rank higher in search engines.

  • Improve the speed and response of your site
  • Work on your meta titles and descriptions to be more compelling and actionable
  • Use longer, more unique product descriptions and long tail keywords
  • Add customer reviews to attract more clients
  • Post content mentioning what customers are searching

When doing SEO, several tools could be beneficial to your efforts. These tools include:

  • 1. PicMonkey and Kraken. Combination of these tools gives you web design optimization features. They can edit and reduce the size of pictures in the internet pages increasing the speed and response of your website.
  • 2. GetFiveStars. This tool helps those who have concerns about their customer feedback. GetFiveStars will send an email to your clients with the necessary information. It will intercept positive or negative feedback on the internet as well as improve your ranking.
  • 3. Autopilot. This is a cheap tool which can automate some aspects of your marketing campaigns. This app comes with a 30-day free trial followed by a 25usd monthly subscription.
  • 4. YoRocket. This tool can evaluate the meta titles and descriptions of a website. You can use it to make descriptions compelling and guide the content at the webpage. Brian Dean and Backlinko developed this tool. It is a premium service, and users pay to get their click through rates getting high.
  • 5. Semalt Keyword Suggestions. This is a keyword search tool which can provide long tail keywords. It can be useful in giving you the search terms shoppers are using to buy from the internet. It can give you keywords to make a listing or create online content.

Building a website and getting a flow of visitors can be difficult to achieve. With SEO, things turn out to be a bit simpler, and there is some hope. Optimizing your website through SEO tactics like the content selection and backlinking can make your site get traffic. Using eCommerce SEO tools, you can establish a consistent effective practice to ensure that your website will remain on top search positions and, consequently, receive new visitors.

Why Good Content Cannot Replace SEO

Why Good Content Cannot Replace SEO

Lately, it has become a common perspective that as long as you have good content, the rest will take care of itself. It is true that SEO and Content marketing are inextricably linked good content is necessary for SEO. However, for a successful optimization campaign, you will need much more than just good content.

The Customer Success Manager of Semalt Digital Services, Nik Chaykovskiy explains why quality content is not enough for running SEO efficiently.

In theory, the idea is accurate. All search engines strive to provide their users’ base with the best content and so they have algorithms that rank good content higher. By producing more content, you can have more indexable topics which will cover many search requests. Furthermore, as long as the content is good, more users will visit your site.

On the other hand, if you have no content at all, you do not stand a chance of having efficient SEO. If the material is poor and not trustworthy, your results will be similar. For your content to be good, it has to meet a variety of standards to prove it is good. This ranges from uniqueness to practicality, relevance and entertainment.

Let’s assume that your content is good and that you produce content on a regular basis. This content is futile so long as it is not visible. If your users are not aware about your work, then they cannot read or view it. With the advances of Google, it still relies on the feedback of its users to help ranking the quality of content. Thus, if these users cannot view your work, Google cannot judge the quality of your content.

Much of this feedback is usually provided through shares and links, which Google considers as trustworthy. By earning lots of links, you can be seen as a good source of content and as a result, you will rise in the search rankings. However, these links are not earned by good content only. You have to take initiative by promoting and syndicating your links, sometimes by building some manual links as well.

Having good content on your site is a good start. However, you should never neglect the technical factors that are necessary for your site to rank highly in search engine results. Most template sites, like WordPress and Wix come equipped with a technical structure which makes it easier to be indexed by a search engine.

This, however, is not enough too. You will need to create Meta data and title tags, improve the security of your site, update your robits.txt file, create and update a sitemap and increase the speed of your site if you want your site to be in fighting shape.

You can only tap into the true power of content if you are able to integrate it with a variety of other marketing strategies. For instance, you can use email marketing and social media marketing to the benefit of your content. By using these strategies in conjunction with each other, you stand the better chance to take the most of your content. SEO is a complex strategy. It cannot be boiled down to a single focus.

What Is The Best Time To Start SEO

If you are a website owner who wants to get the best out of SEO, you need to understand that the timing of your SEO strategies and exercises is just as important as the strategies or exercises themselves.

Whether you are doing a website launch or redesign, the best time to start doing SEO is before you release it to search engines for indexing and ranking. In other words, SEO work and website design should start at the same time.

Some aspects of SEO are unique to a new website, some are unique to redesigned a website and others are common to both cases. Nik Chaykovskiy, the expert of Semalt Digital Services explains the features of doing SEO for various purposes.

SEO For New Websites

For new websites, SEO should run concurrently with web design and user experience (UX). This means, the SEO strategy will determine the kind of content that will be used and where it will be placed on the website. Success in SEO is, thus, a result of the effort put towards intertwining web design, UX, and SEO. Starting SEO during the web design process accelerates the results of SEO.

However, this has another implication to your business: your UX and web design experts must understand SEO and your SEO guys must understand UX and web design. These experts might need training in four critical areas (design, UX, front end development, and SEO). But the effort is definitely worthwhile. It’ll be easier to brainstorm and the chances of the new website being successful are significantly increased.

SEO Tips For Website Redesign

If you’ve already launched your site, the best thing to start with is an SEO audit. An SEO audit helps you to know your SEO strengths, such as the pages that are ranked highly by search engines. You also know what SEO aspects make the page perform well so that you can maintain/preserve or replicate those competencies as you redesign the website.

Also important during website redesign is having a 301 redirect plan. As the old URLs are being changed, the redesign team should carefully redirect traffic to the new URLs so that traffic to the site is not lost once the redesigned website is fully functional. It would be, and has been for a few businesses, lethal for the business if this SEO aspect is forgotten. Imagine what would happen if your site’s visitors were greeted by a “404 – Page Not Found” error when they tried accessing your site’s webpages.

SEO Is An Ongoing Activity

For both new websites and redesigned ones, SEO is an ongoing activity. In today’s fast-paced technological atmosphere, most of the SEO aspects change within short time spans. At one time you’ll need to install an SEO plugging and at another time formulate your content according to the current trend. Failure to roll with the SEO trends would be a definite death of the business, especially if sales heavily rely on digital marketing.

Know the right SEO steps to take now to make your SEO strategy and website more successful. If your site is already running, engage an SEO professional and make sure a thorough SEO audit is done. This is the best way to know what actions best suit your website with regard to SEO success. And if you are planning on building a new site, involve your SEO team right from the start. SEO done during the early stages of website development helps to avoid SEO mishaps in the structure of the site that could cost you time and money in the future.

9 Things You Need to Know About Google’s Mobile-Friendly Update

Rumors are flying about Google’s upcoming mobile-friendly update, and bits of reliable information have come from several sources. My colleague Emily Grossman and I wanted to cut through the noise and bring online marketers a clearer picture of what’s in store later this month. In this post, you’ll find our answers to nine key questions about the update.

1. What changes is Google making to its algorithm on April 21st?

Answer: Recently, Google has been rolling out lots of changes to apps, Google Play, the presentation of mobile SERPS, and some of the more advanced development guidelines that impact mobile; we believe that many of these are in preparation for the 4/21 update. Google has been downplaying some of these changes, and we have no exclusive advanced knowledge about anything that Google will announce on 4/21, but based on what we have seen and heard recently, here is our best guess of what is coming in the future (on 4/21 or soon thereafter):

We believe Google will launch a new mobile crawler (probably with an Android user-agent) that can do a better job of crawling single-page web apps, Android apps, and maybe even Deep Links in iOS apps. The new Mobile-Friendly guidelines that launched last month focus on exposing JS and CSS because Android apps are built in Java, and single-page web apps rely heavily on JavaScript for their fluid, app-like experience.

Some example sites that use Responsive Design well in a single-page app architecture are:

Also, according to Rob Ousbey of Distilled, Google has been testing this kind of architecture on Blogspot.com (a Google property).

Google has also recently been pushing for more feeds from Trusted Partners, which are a key component of both mobile apps and single-page web apps since Phantom JS and Prerender IO (and similar technologies) together essentially generate crawlable feeds for indexing single-page web apps. We think this increased focus on JS, CSS, and feeds is also the reason why Google needs the additional mobile index that Gary Illyes mentioned in his “Meet the Search Engines” interview at SMX West a couple weeks ago, and why suddenly Google has been talking about apps as “first class citizens,” as called out by Mariya Moeva in the title of her SMX West presentation.

A new mobile-only index to go with the new crawler also makes sense because Google wants to index and rank both app content and deep links to screens in apps, but it does not necessarily want to figure them into the desktop algorithm or slow it down with content that should never rank in a desktop search. We also think that the recent increased focus on deep links and the announcement from Google about Google Play’s new automated and manual review process are related. This announcement indicates, almost definitively, that Google has built a crawler that is capable of crawling Android apps. We believe that this new crawler will also be able to index more than one content rendering (web page or app screen data-set) to one URL/URI and it will probably will focus more on feeds, schema and sitemaps for its own efficiency. Most of the native apps that would benefit from deep linking are driven by data feeds, and crawling the feeds instead of the apps would give Google the ability to understand the app content, especially for iOS apps, (which they are still not likely able to crawl), without having to crawl the app code. Then, it can crawl the deep-linked web content to validate the app content.

FYI: Garry Illyes mentioned that Google is retiring their old AJAX indexing instructions, but did not say how they would be replaced, except to specify in a Google+ post that Google would not click links to get more content. Instead, they would need an OnLoad event to trigger further crawling. These webmaster instructions for making AJAX crawlable were often relied on as a way to make single-page web apps crawlable, and we think that feeds will play a role here, too, as part of the replacement. Relying more heavily on feeds also makes it easier for Google to scrape data directly into SERPS, which they have been doing more and more. (See the appendix of this slide deck, starting on slide 30, for lots of mobile examples of this change in play already.) This probably will include the ability to scrape forms directly into a SERP, à la the form markup for auto-complete that Google just announced.

We are also inclined to believe that the use of the new “Mobile-Friendly” designation in mobile SERPS may be temporary, as long as SEOs and webmasters feel incentivized to make their CSS and JavaScript crawlable, and get into the new mobile index. “Mobile-Friendly” in the SERP is a bit clunky, and takes up a lot of space, so Google may decide switch to something else, like the “slow” tag shown to the right, originally spotted in testing by Barry Schwartz. In fact, showing the “Slow” tag might make sense later in the game, after most webmasters have made the updates, and Google instead needs to create a more serious and impactful negative incentive for the stragglers. (This is Barry’s image; we have not actually seen this one yet).

In terms of the Mobile-Friendly announcement, it is surprising that Google has not focused more on mobile page speed, minimizing redirects and avoiding mobile-only errors—their historical focus for mobile SEO. This could be because page speed does not matter as much in the evaluation of content if Google is getting most of its crawl information from feeds. Our guess is that things like page speed and load time will rebound in focus after 4/21. We also think mobile UX indicators that are currently showing at the bottom of the Google PageSpeed tool (at the bottom of the “mobile” tab) will play into the new mobile algorithm—we have actually witnessed Google testing their inclusion in the Mobile-Friendly tool already, as shown below, and of course, they were recently added to everyone’s Webmaster Tools reports. It is possible that the current focus on CSS and JavaScript is to ensure that as many pages are in the new index as possible at launch.

2. If my site is not mobile-friendly, will this impact my desktop rankings as well?

Answer: On a panel at SMX Munich (2 weeks after SMX West) Zineb from Google answered ‘no’ without hesitation. We took this as another indication that the new index is related to a new crawler and/or a major change to the infrastructure they are using to parse, index, and evaluate mobile search results but not desktop results. That said, you should probably take some time soon to make sure that your site works—at least in a passable way—on mobile devices, just in case there are eventual desktop repercussions (and because this is a user experience best practice that can lead to other improvements that are still desktop ranking factors, such as decreasing your bounce rate).

3. How much will mobile rankings be impacted?

Answer: On the same panel at SMX Munich (mentioned above), Zineb said that this 4/21 change will be bigger than the Panda and Penguin updates. Again, we think this fits well with an infrastructure change. It is unclear if all mobile devices will be impacted in the change or not. The change might be more impactful for Android devices or might impact Android and iOS devices equally—though currently we are seeing significant differences between iOS and Android for some types of search results, with more significant changes happening on Android than on iOS.

Deep linking is a key distinction between mobile SERPs on the Android OS and SERPs on iOS (currently, SERPs only display Android app deep links, and only on Android devices). But there is reason to believe this gap will be closing. For example, in his recent Moz post and in his presentation at SMX West, Justin Briggs mentioned that a few sample iOS deep links were validating in Google’s deep link tool. This may indicate that iOS apps with deep links will be easier to surface in the new framework, but it is still possible that won’t make it into the 4/21 update. It is also unclear whether or not Google will maintain its stance on tablets being more like desktop experiences than they are like mobile devices, and what exactly Google is considering “mobile.” What we can say here, though, is that Android tablets DO appear to be including the App Pack results, so we think they will change their stance here, and start to classify tablets as mobile on 4/21.

Faster Sites: Beyond PageSpeed Insights

Google’s PageSpeed Insights is an easy-to-use tool that tests whether a web page might be slower than it needs to be. It gives a score to quantify page performance. Because this score is concrete, the PageSpeed Insights score is often used as a measure of site performance. Similarly to PageRank years back, folks want to optimize this number just because it exists. In fact, Moz has a popular article on this subject: How to Achieve 100/100 with the Google Page Speed Test Tool.

For small sites on common CMSes (think WordPress), this can be accomplished. If that’s you, PageSpeed Insights is a great place to start. For most sites, a perfect score isn’t realistic. So where do we start?

That’s what this post is about. I want to make three points:

  • Latency can hurt load times more than bandwidth
  • PageSpeed Insights scores shouldn’t be taken at face value
  • Improvement starts with measurement, goal setting, and prioritization

I’m writing with SEO practitioners in mind. I’ll skip over some of the more technical bits. You should walk away with enough perspective to start asking the right questions. And you may make better recommendations as a result.

Disclaimer: HTTP2 improves some of the issues discussed in this post. Specifically, multiple requests to the same server are less problematic. It is not a panacea.

Latency can hurt load times more than bandwidth

A first look at PageSpeed Insights’ rules could make you think it’s all about serving fewer bytes to the user. Minify, optimize, compress. Size is only half the story. It also takes take time for your request simply to reach a server. And then it takes time for the server to respond to you!

What happens when you make a request?

If a user types a URL into a browser address bar and hits enter, a request is made. Lots of things happen when that request is made. The very last part of that is transferring the requested content. It’s only this last bit that is affected by bandwidth and the size of the content.

Fulfilling a request requires (more or less) these steps:

  1. Find the server
  2. Connect to the server
  3. Wait for a response
  4. Receive response

Each of these steps takes time, not just the last. The first three are independent of file size; they are effectively constant costs. These costs are incurred with each request regardless of whether the payload is a tiny, minified CSS file or a huge uncompressed image.

Why does it take time to get a response?

The factor we can’t avoid is that network signals can’t travel faster than the speed of light. That’s a theoretical maximum; in reality, it will take longer than that for data to transfer. For instance, it takes light about 40ms for a round trip between Paris and New York. If it takes twice that time for data to actually cross the Atlantic, then the minimum time it will take to get a response from a server is 80ms.

This is why CDNs are commonly used. CDNs put servers physically closer to users, which is the only way to reduce the time it takes to reach the server.

How much does this matter?

Check out this chart (from Chrome’s DevTools):

The life of a request, measured by Chrome Dev Tools.

All of the values in the red box are what I’m considering “latency.” They total about 220ms. The actual transfer of content took 0.7ms. No compression or reduction of filesize could help this; the only way to reduce the time taken by the request is to reduce latency.

Don’t we need to make a lot of requests to load a page?

It’ll take more than one request to load all of the content necessary to render a page. If that URL corresponded to a webpage, the browser will usually discover that it needs to load more resources to render the page. These could be CSS, JavaScript, or font files. It must recursively go through the same steps listed above to load each of these files.

Fortunately, once a server has been found (“DNS Lookup” in the image above), the browser won’t need to look it up again. It will still have to connect, and we’ll have to wait for a response.

A skeptical read of PageSpeed Insights tests

All of the PageSpeed Insights evaluations cover things that can impact site speed. For large sites, some of them aren’t so easy to implement. And depending on how your site is designed, some may be more impactful than others. That’s not to say you have an excuse not to do these things — they’re all best-practice, and they all help. But they don’t represent the whole site speed picture.

With that in mind, here’s a “skeptical reading” of each of the PageSpeed Insights rules.

Tests focusing on reducing bandwidth use

Rule Skeptical reading
Optimize images Unless you have huge images, this might not be a big deal. This is only measuring whether images could be further compressed — not whether you’re loading too many.
Enable compression Compression is easy. You should use it. It also may not make much of a difference unless you have (for instance) huge JavaScript files loading.
Minify HTML Will likely reduce overhead only by tens of KB. Latency will have a bigger impact than response size.
Minify CSS Will likely reduce overhead only by tens of KB. Latency will have a bigger impact than response size.
Minify JS Probably not as important as consolidating JS into a single file to reduce the number of requests that have to be made.

Tests focusing on reducing latency

Rule Skeptical reading
Leverage browser caching Definitely let’s cache our own files. Lots of the files that could benefit from caching are probably hosted on 3rd-party servers. You’d have to host them yourself to change cache times.
Reduce server response time Threshold on PSI is too high. It also tries to exclude the physical latency of the server—instead looking only at how long it takes the server to respond once it receives a request.
Avoid landing page redirects Yes.
Eliminate render-blocking JavaScript and CSS in above-the-fold content A valid concern, but can be frustratingly difficult. Having zero requests on top of the initial page load to render above-the-fold content isn’t necessary to meet most performance goals.
Prioritize visible content Actually kind of important.

Don’t treat these as the final word on site performance! Independent of these tests, here are some things to think about. Some aren’t covered at all by PageSpeed Insights, and some are only covered halfway:

  • Caching content you control.
  • Reducing the amount of content you’re loading from 3rd-party domains.
  • Reducing server response time beyond the minimum required to pass PageSpeed Insights’ test.
  • Moving the server closer to the end user. Basically, use a CDN.
  • Reducing blocking requests. Ensuring you’re using HTTP2 will help here.

How to start improving

Measurement

The screenshots in this post are created with Chrome DevTools. It’s built into the browser and allows you to inspect exactly what happens when a page loads.

Instead of trusting the Pagespeed Insights tool, go ahead and load your page in Chrome. Check out how it performs. Look at what requests actually seem to take more time. Often the answer will be obvious: too much time will be spent loading ads, for instance.

Goal setting

If a perfect PageSpeed Insights score isn’t your goal, you need to know what your goal will be. This is important, because it allows you to compare current performance to that goal. You can see whether reducing bandwidth requirements will actually meet your goal, or whether you also need to do something to reduce latency (use a CDN, handle fewer requests, load high-priority content first).

Prioritizing

Prioritizing page speed “fixes” is important — that’s not the only type of prioritization. There’s also the question of what actually needs to be loaded. PageSpeed Insights does try to figure out whether you’re prioritizing above-the-fold content. This is a great target. It’s also not a perfect assessment; it might be easier to split content into “critical” and “non-critical” paths, regardless of what is ostensibly above the fold.

For instance: If your site relies on ad revenue, you might load all content on the page and only then begin to load ads. Figuring out how to serve less is a challenge best tackled by you and your team. After all, PageSpeed Insights is a one-size-fits-all solution.

Conclusion

The story so far has been that PageSpeed Insights can be useful, but there are smarter ways to assess and improve site speed. A perfect score doesn’t guarantee a fast site.

If you’re interested in learning more, I highly recommend checking out Ilya Grigorik’s site and specifically this old-but-good introduction deck. Grigorik is a web performance engineer at Google and a very good communicator about site speed issues.

About BenjaminEstes —

Ben is a Principal Consultant who joined Distilled in 2010. Now he focuses on leveling up our team. Through group training and internal consultation, he guides team members as they effect change for our clients.

How to Target Multiple Keywords with One Page – Next Level

Welcome to our newest installment of our educational Next Level series! In our last episode, Jo Cameron taught you how to whip up intelligent SEO reports for your clients to deliver impressive, actionable insights. Today, our friendly neighborhood Training Program Manager, Brian Childs, is here to show you an easy workflow for targeting multiple keywords with a single page. Read on and level up!


For those who have taken any of the Moz Training Bootcamps, you’ll know that we approach keyword research with the goal of identifying concepts rather than individual keywords. A common term for this in SEO is “niche keywords.” I think of a “niche” as a set of related words or concepts that are essentially variants of the same query.

Example:

Let’s pretend my broad subject is: Why are cats jerks?

Some niche topics within this subject are:

  • Why does my cat keep knocking things off the counter?
  • Why does my cat destroy my furniture?
  • Why did I agree to get this cat?

I can then find variants of these niche topics using Keyword Explorer or another tool, looking for the keywords with the best qualities (Difficulty, Search Volume, Opportunity, etc).

By organizing your keyword research in this way, it conceptually aligns with the search logic of Google’s Hummingbird algorithm update.

Once we have niche topics identified for our subject, we then dive into specific keyword variants to find opportunities where we can rank. This process is covered in-depth during the Keyword Research Bootcamp class.

Should I optimize my page for multiple keywords?

The answer for most sites is a resounding yes.

If you develop a strategy of optimizing your pages for only one keyword, this can lead to a couple of issues. For example, if a content writer feels restricted to one keyword for a page they might develop very thin content that doesn’t discuss the broader concept in much useful detail. In turn, the marketing manager may end up spreading valuable information across multiple pages, which reduces the potential authority of each page. Your site architecture may then become larger than necessary, making the search engine less likely to distinguish your unique value and deliver it into a SERP.

As recent studies have shown, a single high-ranking page can show up in dozens — if not hundreds — of SERPs. A good practice is to identify relevant search queries related to a given topic and then use those queries as your H2 headings.

So how do you find niche keyword topics? This is the process I use that relies on a relatively new SERP feature: the “People also ask” boxes.

How to find niche keywords

Step 1: Enter a relevant question into your search engine

Question-format search queries are great because they often generate featured snippets. Featured snippets are the little boxes that show up at the top of search results, usually displaying one- to two-sentence answers or a list. Recently, when featured snippets are displayed, there is commonly another box nearby showing “People also ask” This second box allows you to peer into the logic of the search algorithm. It shows you what the search engine “thinks” are closely related topics.

Step 2: Select the most relevant “People also ask” query

Take a look at those initial “People also ask” suggestions. They are often different variants of your query, representing slightly different search intent. Choose the one that most aligns with the search intent of your target user. What happens? A new set of three “People also ask” suggestions will populate at the bottom of the list that are associated with the first option you chose. This is why I refer to these as choose-your-own-adventure boxes. With each selection, you dive deeper into the topic as defined by the search engine.

Step 3: Find suggestions with low-value featured snippets

Every “People also ask” suggestion is a featured snippet. As you dig deeper into the topic by selecting one “People also ask” after another, keep an eye out for featured snippets that are not particularly helpful. This is the search engine attempting to generate a simple answer to a question and not quite hitting the mark. These present an opportunity. Keep track of the ones you think could be improved. In the following example, we see the Featured Snippet being generated by an article that doesn’t fully answer the question for an average user.

Step 4: Compile a list of “People also ask” questions

Once you’ve explored deep into the algorithm’s contextually related results using the “People also ask” box, make a list of all the questions you found highly related to your desired topic. I usually just pile these into an Excel sheet as I find them.

Step 5: Analyze your list of words using a keyword research tool

With a nice list of keywords that you know are generating featured snippets, plug the words into Keyword Explorer or your preferred keyword research tool. Now just apply your normal assessment criteria for a keyword (usually a combination of search volume and competitiveness).

Step 6: Apply the keywords to your page title and heading tags

Once you’ve narrowed the list to a set of keywords you’d like to target on the page, have your content team go to work generating relevant, valuable answers to the questions. Place your target keywords as the heading tags (H2, H3) and a concise, valuable description immediately following those headings.

Measure niche keywords in your campaign

While your content writers are generating the content, you can update your Moz Pro campaign and begin baselining your rank position for the keywords you’re using in the heading tags. Add the keywords to your campaign and then label them appropriately. I recommend using a label associated with the niche topic.

For example, let’s pretend I have a business that helps people find lost pets. One common niche topic relates to people trying to find the phone numbers of kennels. Within that topic area, there will be dozens of variants. Let’s pretend that I write a useful article about how to quickly find the phone numbers of nearby animal shelters and kennels.

In this case, I would label all of the keywords I target in that article with something like “kennel phone numbers” in my Moz Pro campaign rankings tool.

Then, once the post is written, I can report on the average search visibility of all the search terms I used, simply by selecting the label “kennel phone numbers.” If the article is successful, I should see the rank positions moving up on average, showing that I’m ranking for multiple keywords.

Want to learn more SEO shortcuts?

If you found this kind of article helpful, consider signing up for the How to Bring SEO In-House seminar. The class covers things like how to set up your team for success, tips for doing research quickly, and how to report on SEO to your customers.

The One-Hour Guide to SEO

Can you learn SEO in an hour? Surprisingly, the answer is yes, at least when it comes to the fundamentals.

From Rand Fishkin, we present you with a six-part series of roughly ten-minute-long videos designed to deliver core SEO concepts. This short course is perfect for a wide range of people including beginner SEOs, clients, and team members. Each video covers an important SEO concept:

  1. SEO Strategy
  2. Keyword Research
  3. Searcher Satisfaction
  4. On-page Optimization
  5. Technical SEO
  6. Link Building – Ready to dive in?

Content and Additional Resources

Part 1: SEO Strategy

Kicking things off is the man who wrote the original guide on SEO, our friend Rand Fiskin. Covering topics like ranking for low-demand, high-conversion keyword, or high-demand, low-competition keywords, to building links with content. Even experienced SEOs sometimes forget these lessons, so here’s a good place to start.

Part 2: Keyword Research

Before doing any SEO work, it’s important to get a handle on your keyword research. Aside from helping to inform your strategy and structure your content, you’ll get to know the needs of your searchers, the search demand landscape of the SERPs, and what kind of competition you’re up against.

Part 3: Searcher Satisfaction

Satisfying your searchers is a big part of what it means to be successful in modern SEO. And optimal searcher satisfaction means gaining a deep understanding of them and the queries they use to search. In this video, Rand covers everything you need to know about how to satisfy searchers, including the top four priorities you need to have and tips on how to avoid pogo-sticking in the SERPs.

Part 4: Keyword Targeting & On-Page Optimization

We’ve covered strategy, keyword research, and how to satisfy searcher intent — now it’s time to tackle optimizing the On-page SEO! In this video, Rand offers up an on-page SEO checklist to start you off on your way towards perfectly optimized and keyword-targeted pages.

Part 5: Technical SEO

Get ready for one of the meatiest SEO topics in our series: technical SEO. In this lesson, Rand covers essential technical topics from crawlability to internal link structure to subfolders and far more. Watch on for a firmer grasp of technical SEO fundamentals!

Part 6: Link Building

The final lesson deals with a topic that’s a perennial favorite among SEOs: link building. Today, learn why links are important to both SEO and to Google, how Google likely measures the value of links, and a few key ways to begin earning your own.