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What Content Served Up In Google Generative AI Has In Common: 8 Practices To Implement Now

As we mentioned in our previous blog post about how to plan and prepare for Google SGE, why wait to create website content and assets that might make it more likely Google will serve up a link to your website in relevant Generative AI/Generative Search results?

What Our Recent Audit Of Google Generative AI Results Revealed

We conducted an audit of the various content and websites that were served up in Google Generative AI results for a number of questions we posed via Google SGE and identified some commonalities among the content (content that was either shared directly in the results by Google or, indirectly, in the blog posts or website pages to which Google SGE linked in results.

As shown below, in addition to sharing content in Generative AI results, Google may serve up links to various websites below the content or in a carousel to the right of results. And, Google may even serve up an infographic!

Eight Commonalities Among Content Or Websites Served Up In Google SGE Results: 

  • Use of questions in page or post titles or in headers or sub-headers (H2, H3, etc.) on the page/post 
  • Use of headers/sub-headers, in general, to break up content 
  • Content contained bulleted lists and/or numbered lists 
  • Concise/short content (keep in mind content should still be actionable/provide enough detail to really answer someone’s question and allow them to take next steps) 
  • Rows of space/white space to break up content 
  • Infographics (keep in mind that Google doesn’t tend to like infographics from an SEO standpoint because they aren’t accessible; unless they are tagged on the back-end, a screen-reader used by those who are visually impaired can’t read them; if you decide to add more infographics to your site, be sure to use what’s known as “alt-tags” to make infographics accessible
  • Use of inner-page/inner-post or external links (these support ranking well under the current Google algorithm and standard Google search tool too) 
  • Post/page title or header makes it obvious a list will follow, such as “3 Steps…” or “5 Actions To Take…” 

Is It Possible To Prepare For SGE?

The answer to the above is a strong “yes,” and the above commonalities information should provide lots of insight to get you started with developing new, or revising existing, content to make it more likely to be of interest to Google SGE. Need more hands-on help with or advice about Google SGE Prep & Planning? Reach out to our team of SEO experts today!

Being Found on Google, competitive advantage, Google Ads, organic SEO, paid search, Search Engine Optimization, search terms, SEO, website

When It Comes To SEO, It’s Healthy To Draw Comparisons

Many a friend and family member has heard me share this old adage, “comparison is the thief of the joy.” In general, drawing comparisons between your personal or professional life with others just leads to heartache and disappointment. And, as I’m also prone to share, no two people’s lives take the same path, and in keeping with different paths, different outcomes follow. But, most importantly, we all need to forever keep the following in mind. People don’t tend to share the tough stuff that’s going on with their career, job, or personal life on social media. So, drawing comparisons with others, based on what you see or read on social media, again, is pretty pointless and just a recipe for unhappiness.

Okay, coming down from my soap box now about making comparisons between yourself and others, to address the title of this post. While it’s not mentally healthy to draw comparisons with others, when it comes to the products and services your organizations offers, it can be quite fruitful from an SEO standpoint to draw comparisons, and therefore, be “business-healthy.”

In our “Give The People What They Want” blog post about the SEO benefits of answering popular questions people have about the products or services you offer, we called out an SEO tool called “Answer The Public.” Using the tool to create a list of questions that individuals are searching on related to a particular product or service has repeatedly demonstrated to me that many people are either asking Google questions like, “how does abc compare to xyz? and “what’s the difference between abc and xyz?” Or, they are entering into Google statements vs. questions that ultimately still indicate they need answers. An example of the latter is simply “abc vs. xyz.”

Image of The Acronym SEO Which Stands For Search Optimization With A Bright Gold Upward Pointing Arrow Going Through It To Indicate Improving How You Rank In Google

The SEO Win Of Addressing Client Confusion

Given the number of people regularly entering comparison questions or statements into Google, why not make sure your website is found for those questions and statements (and, their answers, of course) by addressing them in an FAQ (frequently asked questions) and/or other sections of your website? Here’s a few examples from our own business:

  • Q: What’s the difference between organic search/organic SEO and paid SEO/paid search? A: Paid search or paid SEO is the practice of purchasing advertising from Google or other search engines so that an ad that links to your website will be served up at the top of search engine results for search terms relevant to the products and services you offer.
  • Q: When to use paid SEO/paid search tactics vs. organic search/organic SEO services? A: As we shared in our “SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic” blog post, three key reasons for employing paid SEO tactics vs. organic SEO tactics include: you need your site to rank well immediately on Google and can’t wait for organic tactics to gradually move the SEO needle; your organization is in an extremely competitive environment and no amount of organic SEO tactics is going to get your site ranking above more-established/-entrenched competitors; Google is serving up a particular page of your site for various search terms vs. the page of your site you want it to serve up for those search terms.

Let Us Help You Draw Business-Healthy Comparisons

Need help figuring out what comparison-related content to include on your website, and where to include it? Reach out today to schedule a complimentary SEO discussion.

Being Found on Google, competitive advantage, content marketing, differentiation, keywords, lead generation, marketing best practices, meta tags, organic SEO, pull marketing, Search Engine Optimization, search terms, SEO, target audiences, Target Marketing, website

XYZ Things To Do In Anytown

We recently wrote a blog post about local SEO (local search engine optimization) entitled “XYZ Near Me” reminding our readers about the importance of ranking for relevant “near me” terms, and what it means to rank for them. We’re keeping the “XYZ” theme going, but this time we’re expanding the geography factor a bit.

As we’ve shared many times on the main pages of our website and in blog posts, our Boston SEO company and digital marketing agency works with a very diverse client base, including for-profit organizations and nonprofit organizations, and organizations that offer tangible, consumer goods, as well as ones that offer services. Included in the aforementioned client mix, are organizations that offer “experiences.” To us, experiences, such as events, shows, and classes are sort of a hybrid between a service and a tangible good. You certainly take something home with you — lots of great priceless memories!

We currently are working with a number of clients offering such experiences. Several are nonprofit arts organizations offering one or several of the following: live music, theatrical performances or shows, classes, and art exhibits. One for-profit client providing a special experience is a perfume shop in New Orleans, offering both residents and tourists the opportunity to take a trip back in time to the Vieux Carre (Old Square) and to Paris via the experience of touring their historic French Quarter shop and choosing a fragrance for themselves, or as a gift or souvenir for someone else.

What do all of these organizations have in common beyond offering “experiences,” great memories, and valuable opportunities for bonding with friends and family? They all want and need to be found in search engines by searchers searching on “xyz things to do in their particular town/city/state region.” Why? Because both residents of, or individuals planning a business trip or vacation to, their area, often don’t know they and their fabulous experiences exist. Appropriate audiences for their particular experiences may not be searching on their name or even the particular experience they offer such as “live music,” but they definitely will be searching on “things list” terms such as the following:

  • fun things to do in Boston MA
  • unique things to do in Harvard Square
  • best things to do on Cape Cod
  • romantic things to do in New Orleans
  • special things to do in Boston Metrowest area

We think you get the picture!

This is a powder blue square image that reads at the top "what "things lists" should your website be found for?" Underneath that heading is a picture of a diverse group of 20- or 30-something men and women of differing ethnicities. They are holding out a map in front of them and pointing to something. They are supposed to represent tourists in keeping with our Boston 
SEO company's blog post about experience-organization websites wanting to be found for "things lists," therefore things to do lists.

Highlighting The “Things List” You Want To Be Found For On Google

There are two ways you can call out to Google, and other search engines, the “things list” terms you want your website to be found and rank well for:

  • Be creative about including in your public-facing website content those things lists you think your website/organization deserves to be found for. Let’s say you offer dinner and live music in an intimate, cozy atmosphere, why not include a sentence like the following in your website content? “We’re often told by visitors (or customers) that attending one of our dinner shows should be at the top of the list of romantic things to do in Boston.”
  • Include the things list term you want to be found for in your behind-the-scenes SEO/meta page or SEO/post title tag along with a geographic trigger like “MA” or “Copley Place” or “Braintree.”

If you don’t know what things lists your particular target audiences are searching on most frequently and/or how to compose a post or page title tag (or where to enter them on your website), reach out to our SEO services company for help.

Highlighting Solutions To Problems To Support SEO

Being found for right things list terms, is just one of many examples of how your organization needs to think beyond the exact names of your particular products and services, and about the solutions to problems you offer. As we always call out in any informal or more-formal SEO training class we facilitate, many people who conduct a search engine search, are looking to identify an organization or individual who can solve their problem. So, as we recommended above related to appearing for the right things lists, you need to incorporate these solutions to problems in your website content and page title tags. For example, nutritionists might include phrases in content and tags like “how to lose weight,” or “how to have more energy.”

Reach Out For Help With SEO

You can learn more about our various one-time/one-off and ongoing SEO services on our SEO services page, but you can also schedule a free SEO Zoom or phone discussion about your particular challenges and opportunities to be found and rank well on Google, including those related to appearing for the right “things list” terms!

Being Found on Google, competitive advantage, lead generation, marketing best practices, organic SEO, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO

XYZ Near Me

Conversations I’ve had with clients and prospective clients recently about “local SEO” have prompted me to share the following reminder.

For “near me” terms, Google is going to focus on serving up “Google My Business Profiles/Google Search & Maps Listings” vs. an appropriate organization’s website. It makes great sense since “a near me” search is all about the searcher identifying an organization near them that offers the products, services, or solutions to problems they are seeking.

Ranking Organically (Without Paying For Advertising) For Relevant “Near Me” Terms

While some organization’s products and services lend themselves more to “near me” searching like “real estate agent near me,” “brunch restaurants new me,” “roofing companies near me,” “elder law attorney near me,” and “ice cream near me” — and those organizations definitely want and need to have a Google My Business Profile (GMB Profile) and ensure it ranks well — all organizations should have a regularly updated Profile in place to support overall, broader geographic ranking.

We won’t repeat everything we’ve shared in previous posts about keeping your GMB Profile current and comprehensive, but you can access such information at the bottom of this post.

What we do want to remind organizations about related to “Near Me” searches is to regularly revisit your GMB Profile business categories. When you set up your Profile, you can select a primary “business category” and several secondary “business categories.” Google regularly adds more specific product and service terms to this list. So, make sure your organization appears in local search results for as many of your products and services as you can, by indicating to Google, via your business category selection, what products and services you offer.

This is a powder blue image that says "2 Ways To Rank Locally/For "Near Me" Terms" In Black Letters At The Top. Underneath it says "1. Organically: Via Optimized Google My Business/Google Search & Maps Listing and 2. Paid Advertising: Via Google Search Ads And/Or Google Local Services Ads." At bottom, it has the logo for our Boston SEO services company, Results Communications & Research, and says "we can help with any and all of this!"

Ranking For Relevant “Near Me” Terms Via Paid Advertising

Two forms of Google paid advertising will help your organization appear high up in Google search results for relevant local searches:

  • Google Search Ads – while these primarily-text ads appear at the top of Google search results listing for relevant searches, they also can support your GMB Profile appearing at the top of the list of all Google My Business profiles that Google serves up in what’s known as the “Local Pack,” i.e., the first 3 or 4 listings that Google serves up (see first blog post at bottom of post.)
  • Google Local Services Ads – these ads focus on getting a searcher to call or message you; therefore, cause a pretty immediate conversion. While they don’t directly impact your Google My Business Profile or cause it be served up, they do pull information from your Google My Business profile, i.e., your “reviews.” Unlike Google Search Ads, the goal isn’t to drive traffic to your website or Google My Business profile, the goal is to make someone reach out to you immediately! You can learn more in this excellent article by WordStream.

Feeling Overwhelmed By All Things Local Search/Google My Business?

Reach out today to our Boston SEO services company. We offer both local search and domestic/global search SEO services, and can help you related to ranking better locally, for the whole U.S., and beyond!

Past Blog Posts About Optimizing Your Google My Business Profile

Being Found on Google, competitive advantage, content marketing, good will creation, keeping up with trends, keywords, marketing best practices, organic SEO, pull marketing, push marketing, Search Engine Optimization, search terms, SEM, SEO, staying current, target audiences, Target Marketing, Understanding Your Environment, website

Give The People What They Want

Recently, as the owner of a digital marketing agency with an SEO (search engine optimization) specialty who is always looking to improve on the SEO services we offer our clients, I signed up for a subscription to “Answer The Public.” I had learned about the tool via a free webinar offered by Neil Patel, a digital marketing expert I greatly admire and follow on LinkedIn, and one of Neil’s colleagues. The aforementioned tool allows you to see what questions individuals are asking related to the products, services, and solutions to problems that your organization offers, and to see how frequently, for a particular geography, individuals are searching Google for answers to those questions.

I’ve already used the tool numerous times with various clients to inform FAQs (frequently asked questions) on their websites, as well as topics for future blog posts. And, of course, I plan to use the tool to inform future blog posts for Results C & R too.

The data available via “Answer The Public” is so in keeping with the blog post we wrote last year about the algorithm change Google shared about placing greater emphasis on “helpful content” when determining which organizations’ websites to serve up high in search results for relevant queries.

When thinking about what to write about “Answer The Public,” the song below came to mind because isn’t that what helpful content, and answering the questions people want answered, all about? Giving people what they want and need?

Reach Out To Talk About Your Marketing Challenges and Opportunities and How Our SEO Services Might Address Them

I always love a great marketing and communications brainstorm, so reach out today to talk about your awareness-, sales-, and service-engagement- challenges. I’ll always give you an honest evaluation of whether I believe your organization would benefit from pull marketing tactics (like organic and paid SEO), push marketing tactics (like social media advertising), or both. Use my calendar app to schedule a complimentary discussion at a day and time that’s convenient for you, or e-mail me at gail.moraski@allintheresults.com.

Acceptance of Circumstances, accountability, Being Found on Google, blog, Blog, Blogging, competitive advantage, marketing best practices, Marketing Planning, Objectives Setting, organic SEO, pull marketing, Search Engine Optimization, Target Marketing, walking

Four Things Getting & Staying In Shape and SEO Have In Common

Since our blog here at Results C & R focuses on marketing, but still covers one of our passions — walking — once in a while, we’ve been giving some thought to how we can combine two of our favorite topics in one blog post. Therefore, we’ve been noodling what walking and SEO have in common. And, here’s what we’ve come up with.

Staying In Shape and SEO Both Require Consistency

As it should, regularly posting content that is helpful and relevant to the target audiences your organization serves continues to greatly support your website and Google My Business profile being found and ranking well on Google. We recommend putting up new, fresh content at least twice a month. The aforementioned can take the form of a new blog post, a relevant FAQ, or some other type of website page. You can also support ranking well by simply updating existing content, including blog posts. The same goes for walking, or whatever exercise or athletic activity (or a combination of several) you choose to do to get and stay in shape. Exercising regularly and consistently is the only way to get and stay in shape.

Staying In Shape And SEO Both Require Patience

Unless they have an SEO expert on their internal team who has advised them otherwise, many organizations believe — until they meet with an organization like our Boston SEO company — that after implementing a few on-page and off-page SEO tactics on their website, that their site will immediately start ranking/be found on the first page of Google. As we discuss in this blog post about what to know before you engage someone for SEO services, that’s just not a realistic expectation, particularly if your organization’s marketplace is a very competitive one and you have competitors who effectively employ SEO tactics to support ranking well. It’s a slow, long climb to go from NOT ranking well in search results to ranking on the first two pages of Google for desirable, high-volume terms used by your target audiences to find someone who offers the products, services, and solutions to problems you do, and it requires great patience.

We’ve found the same goes for staying in shape. It takes time to build up stamina to walk or run longer and longer distances, or to walk or run faster. The key to success is to remain patient and slowly increase the distance you walk and the speed/pace at which you walk. The same analogy applies to other forms of exercise, of course!

Image of Audrey Snow Barresi, twin sister of our SEO Services Company's Founder, Gail Snow Moraski. Audrey has short blonde hair and is wearing ear phones she has a red t-shirt on and is wearing a blue singlet -- the type you wear for a cause walk or fun. Her hair is a bit messy showing she just completed a walk or run. This image is shown to support our digital marketing agency's blog post about what SEO and getting and staying in shape have in common.
Our Founder’s Twin, Audrey Snow Barresi, who regularly raises money for various charitable organizations through running and walking in various cause athletic events. She’s a wellness warrior who inspires others to stay well, while giving back big-time!

Staying In Shape And SEO Are Both Life-long Games

Staying in shape and ranking well/being found on Google are both long games, as we explained above, but also life-long games. In addition to it taking you a while to get to where you want to be, if you don’t keep up with your regular, ongoing exercise and continue to implement tactics on your website to support SEO (and particularly the tactic of regularly adding fresh, relevant content to your site), you’re going to eventually forfeit any forward motion/gains you’ve made.

Staying In Shape And SEO Often Require Support From A Partner

Whether it be sticking to an exercise routine or related to obtaining an athletic goal (like completing a marathon), or staying on track with executing SEO best practices; sometimes, you just need an accountability partner to keep you motivated to stay the course.

The team at our Boston SEO company is always here to serve as a cheerleader and accountability partner related to continuing to rank well/be found on Google. But, we’ll also gladly cheer you on related to your walking goals and other health initiatives! So, reach out today or use our calendar app to schedule a complimentary discussion about your challenges and opportunities. We’re “cheer” for you!

Being Found on Google, blog, Blog, Blogging, competitive advantage, digital marketing agency, keywords, meta tags, online presence, organic SEO, pull marketing, Search Engine Optimization, SEO, SEO tags, strategic planning, User experience, website

Why You’re Missing Out If You Don’t Consider Joomla For Your Website CMS/Platform

While our Boston digital marketing agency doesn’t normally build websites for clients, we regularly advise our clients about what content management systems (CMS)/website platforms they should consider when launching a new website. We’ve also project managed the RFP/RFI process for several clients to arrive at the best-fit web developer and platform for a new site build. In addition, we often provide recommendations to clients for expert developers in various CMS with whom we’ve had the good fortunate to collaborate. One such collaborator and true partner is Robin Clapp at Web Design by Robin.

By working closely and collaboratively with Robin on the execution of SEO tactics on numerous mutual clients’ Joomla websites, we’ve gotten to know the many benefits to an organization of building and managing their website on Joomla. We’ve found it easy ourselves to use the tool to add new posts to resource/blog/news/articles sections of sites; plus, enter post title tags that support websites being found on Google for relevant high-volume keywords.

And, thru the results of SEO audits we conduct, we’ve become confident that, like WordPress and other sites built on non-drag-n-drop platforms, Joomla sites tend to rank well in Google when the proper SEO tactics are put in place. But, we’re letting Robin take it from here by sharing her thoughts below about why it’s a mistake not to consider Joomla as a website platform option when launching a new site.

From Guest Blogger, Robin Clapp, Web Design By Robin

While networking lately, I’ve been asked repeatedly, “What platform do you design websites on?” The reaction to my answer is confusion. They had never heard of Joomla. That’s okay! I don’t necessarily expect business owners to know all about website technology. So I put together these highlights to help them understand what Joomla is and why it is an excellent choice for a business website.

What Is Joomla and Why Should I Choose It For My Business Website?

What is Joomla and why should I choose it for my business website?

Joomla is the ideal Content Management System (CMS) platform for businesses and companies with websites with numerous pages and continuous content updates and additions.

At Web Design by Robin we have been designing custom websites in Joomla for 15+ years. Using extensive website development knowledge and years of experience developing websites in Joomla, each design is a custom experience tailored to your specific needs. Joomla provides a secure login and the ability to add, change, and remove content.

Benefits Of Using the Joomla Platform For Your New Website Include:

  • Joomla is a free, open-source content management system for publishing web content. Joomla is free and open-source because a community, not a company, owns it. The nonprofit organization, Open Source Matters, Inc. and the Joomla community develop the Joomla platform code where skilled Joomla specialists can design top-of-the-line websites.
  • Website content is template-agnostic. In the Joomla platform, content is created natively as individual elements. The template, in our case, a custom-designed template, is independent of the content, allowing for a design change while keeping the content as is.
  • Joomla has powerful role management and permissions built-in. This is useful if you have a variety of staff roles and responsibilities or tasks that they need to perform in relation to the website.
  • Content can be customized using custom fields. Custom fields include content and options such as video, audio, links, and images. Content can be categorized, tagged, searched, and sorted. All this is native to Joomla, making it an excellent solution for resource-heavy websites.
  • SEO metadata is easy to access and maintain in Joomla. Add your titles, descriptions, and alt tags in the same place you add your content. Joomla makes it easy.
  • Joomla is the leading platform when it comes to accessibility. If you choose accessibility for your website design, maintaining accessible content is easy going forward using Joomla’s built-in accessibility checker.

Joomla websites are beautiful, functional, and robust. At Web Design by Robin we design all our websites in Joomla. Check out our extensive portfolio to see just how diverse websites designed in Joomla can be.

What to learn more about Robin and Joomla?

Feel free to reach out to Robin directly, or ask us to make an introduction — we’d love to do so!

Being Found on Google, blog, Blog, Blogging, competitive advantage, content marketing, digital blueprint, digital marketing agency, marketing best practices, online presence, organic SEO, pull marketing, Search Engine Optimization, search terms, SEO, strategic planning, target audiences, Target Marketing, website

Why It’s Time To Get Back To Internet and SEO Basics

As we mentioned in this recent blog post, there’s so much discussion going on right now about whether or not, and how soon, AI (artificial intelligence) will impact how search engines like Google determine what websites, Google My Business Profiles/Google Search & Maps listings, or other digital properties to serve up in search results.

We think, now more than ever, it’s important to return to why the internet, via which individuals are able to access various digital properties, was first launched. Certainly and initially, the internet was created to allow for easier sharing of information. We believe that, regardless of the decade in which we find ourselves living and working, websites and other digital properties should still continue to support the internet’s initial mission, and therefore, focus on the target audiences they serve and what information those target audiences expect to find on the online property in-question. Plus, focus on what information would be most helpful to those audiences.

Image is a gray square that has "2 Best Practices For Digital Information-Sharing That Also Support SEO" as a header in dark turquoise letters. Underneath in the square two smaller headlines read "1. Be Authentic" and "2. Be Fresh (Keep Your Content Fresh, That Is!". The logo of our Boston digital marketing agency and Boston Digital marketing agency is at the bottom of the image, Results Communications and Research.

Two Best Practices For Digital Information Sharing That Also Support SEO

So, what are two practices that are critical to effective information sharing that also support SEO (search engine optimization)/being found on Google?

  1. As we called out in our “SEO Is Not For Sissies” blog post that we wrote seven years ago (2016), BE AUTHENTIC.
    • Provide the best User Experience (UX) by not overthinking, and being real and being honest about who your organization is and the services your offer. While you want external organizations to link to your site, don’t offer compensation for sites to do so. Google recognizes when the connection between organizations is forced vs. real and natural. In addition, don’t just write for SEO. Tell a good story, get people talking about you, be newsworthy, etc. Write about the things that matter most to you and your customers.
  2. BE FRESH. Keep your website and any other digital property’s content fresh by continuing to produce and share new, content relevant to both your organization and your target audiences. Visitors to your online properties aren’t going to return if there’s no new information to be gleaned from your site, and Google and other search engines are way more likely to serve up a competitor site for relevant search terms (keywords) if that competitor site has fresher, newer content. What’s an easy way to keep your content fresh? Create and post a bi-weekly or monthly blog post!

Even if the two digital information principles/best practices above are all you have time to attend to due to limited staff, time, or $, barring any kind of technical issues with your digital properties, as Boston digital marketing experts offering SEO services, we believe you’ll be well positioned to be found on Google by the people you want most to find you. Plus, you’ll be supporting the internet’s original mission to share beneficial information effectively!

Don’t Have Time To Ensure Your Website Content Is Authentic Or Fresh?

The team at our Boston digital marketing agency, Results Communications & Research, has a significant experience serving as the blog voice for many of our clients, in addition to writing our own blogs. Schedule a time to learn more about our one-time and ongoing SEO services, or learn more here.

Acceptance of Circumstances, Being Found on Google, blog, Blog, Blogging, competitive advantage, content marketing, differentiation, digital marketing agency, good will creation, keeping up with trends, keywords, marketing best practices, marketing consultant, Marketing Planning, online presence, organic SEO, Post-COVID-19 Marketing, post-pandemic marketing, pull marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, target audiences, Target Marketing, User experience, website

Understanding Google’s New Emphasis On “Helpful Content” Related To SEO

As we’ve shared on social media and with our SEO company’s clients, Google announced in September 2022 a key revision to their search algorithm (the algorithm they use to decide which websites to serve up, and in which order, for search terms entered in their search engine) to which each and every website owner should pay close attention. And, that is that they, as the #1 search engine used by individuals (92% or more of individuals use Google as their primary search engine), will be paying greater consideration to whether or not a website’s content is “helpful” or “unhelpful” when making search engine results listing ranking decisions. As you would expect, sites with “helpful content” are more likely to be served up and rank well in search results for relevant terms.

Impact of Google’s September 2022 “Helpful Content” Algorithm Change

We know first-hand how much of a shift in ranking can take place when Google views your site as one that shares “helpful content.” Our site now rank approx. 50 spots higher in Google search results for a high-volume, relevant keyword and that shift happened almost overnight. We believe that the positive shift was due to Google recognizing that our Boston digital marketing agency consistently publishes blog posts that are easily understood by a “lay person,” but also provide enough instruction to implement some of the marketing tactics we describe and recommend in our posts.

Shared below in Google’s “own words” is information from Google’s Search Central blog about how to ensure your website content is “helpful.” We’ve highlighted (via bold italics) what we consider to be the most critical policies to apply when making decisions about what topics to write about — and how to write about them — to make sure your content is beneficial to the various audiences who visit your site. All of their recommendations should improve your website’s “bounce rate,” i.e., the percentage of people who land/start on your site without interacting it in any way, such as clicking on a link or call-out, or visiting another page of your site. When prospective clients or clients are bouncing too quickly from your site, it’s an opportunity for a competitor to win them over on their site, right?

Unhelpful Website Content And How It Impacts SEO

The flip side of the positive practice of regular production and posting of “helpful content” is to eliminate content that Google may deem as “unhelpful (which could negatively impact how your website ranks for “desirable” search terms).” Such “unhelpful” content includes:

  • Short content that is “stuffed” with keywords and was primarily loaded to your site to support your site being found on Google for those keywords.
  • Content that is outdated — think events that have already passed or information that is no longer relevant or accurate, particularly pre-pandemic information since the pandemic greatly changed both business and consumer behavior.
  • Content that is all “about you,”, i.e., too focused on selling your products and singing your praises or sharing your differentiators without explaining how your prospective clients or clients would benefit from your products, services, and solutions, i.e., explaining what pain points of clients they would address.

Our team is here to help you interpret this most recent Google algorithm change, and put the right steps in place to make sure you respond to, and take advantage of, this recent Google algorithm change appropriately, promptly, and effectively. It’s very much in keeping with what we shared years ago in one of our very first SEO blog posts about making sure your website is “authentic.” So, please reach out if we can help you effectively navigation this change in algorithm — one we think makes is warranted, was a long-time-in-coming, and will provide for a far better user experience on all websites.

Google’s Explanation Of What “Helpful Content” Is

Source of information below: https://developers.google.com/search/blog/2022/08/helpful-content-update#:~:text=The%20helpful%20content%20update%20aims,successful%20with%20our%20new%20update%3F

Focus on people-first content

The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.

How can you ensure you’re creating content that will be successful with our new update? By following our long-standing advice and guidelines to create content for people, not for search engines. People-first content creators focus first on creating satisfying content, while also utilizing SEO best practices to bring searchers additional value. Answering yes to the questions below means you’re probably on the right track with a people-first approach:

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  • Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
  • Does your site have a primary purpose or focus?
  • After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?

Avoid creating content for search engines first

Our advice about having a people-first approach does not invalidate following SEO best practices, such as those covered in Google’s own SEO guide. SEO is a helpful activity when it’s applied to people-first content. However, content created primarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.

How do you avoid taking a search engine-first approach? Answering yes to some or all of the questions is a warning sign that you should reevaluate how you’re creating content across your site:

  • Is the content primarily to attract people from search engines, rather than made for humans?
  • Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
  • Are you using extensive automation to produce content on many topics?
  • Are you mainly summarizing what others have to say without adding much value?
  • Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
  • Does your content leave readers feeling like they need to search again to get better information from other sources?
  • Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t).
  • Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?
  • Does your content promise to answer a question that actually has no answer, such as suggesting there’s a release date for a product, movie, or TV show when one isn’t confirmed?

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Is Your Website Holidays-SEO-Ready?

2023 Holiday Season Marketing Update

Update: While the content below was originally written in and related to 2022, the message of this post is still very relevant to 2023 and the 2023 holiday shopping season. As we expressed in a previous blog post, if you’re an organization that offers experiences that can either be enjoyed as part of a holiday activity/event one participates in with family or friends and/or an organization who offers experiences that could be given as a gift — experiential gifts/experience presents continue to be quite hot — make sure you capitalize on that by including “things to do” and “experience gift” type terms in your website content. Need a list of experience-related terms to include? Reach out and we’ll share one with you!

2022 SEO Planning to Capitalize On Holiday Shopping

Where did 2022 go? It’s hard to believe it’s late October, and that means that consumers are already starting their holiday shopping. Regardless of whether your target audiences are shopping for Christmas, Hanukkah, or some other holiday celebrated towards the end of the calendar year, it would be a huge marketing mistake to not capitalize on the year-end uptick in online shopping by making sure your website ranks as well as possible for terms related to it.

While the focus of this post is related to retail, e-commerce, and B2C organizations offering physical products, as you read thru it, you’ll see there are applications for organizations trying to sell services, tickets to events, or even looking for someone to make a donation to their non-profit organization as a gift to someone else.

SEO Tactics For The Holidays

Below are both easy, and more time-consuming/complex SEO tasks your organization should complete by early November to support having a successful holiday sales season.

  • Conduct keyword research to determine the search phrases your target audiences are using most related to holiday shopping or holiday gift giving. If you don’t have access to a keyword planning/research tool, reach out and we will share holiday-shopping-related keyword research with you that we already conducted for FREE (a more extensive list than what we share further on in our post.) That’s our holiday gift to you!
  • Incorporate high-volume keywords (search terms) that are relevant to your target audience in:
    • the public-facing content found on a holiday-related landing page (if you plan to have specials/sales/discounts or want to promote certain items that make great holiday gifts) and/or incorporate such terms on existing product-specific pages.
    • website product and landing page headers (H1 and H2), as appropriate.
    • page title tags, particularly if you have a distinct landing page or several such pages for holiday shopping and specials.
  • Use structured data to support your products appearing at the top of Google search results when someone searches on a very specific product need like “yellow pocketbook.” As a result of the aforementioned fall 2022 algorithm change, use of Google “Shopping ads,” a Google Merchant Center Account and/or Google Surfaces is no longer mandatory to have your products shown to individuals who are shopping. This article details Google’s reason for making the change and where your product information may appear when you properly use “structured data.”

The above task/tactic may be a more complicated and difficult one for your organization and may require your website developer’s help. You can learn more about structured data (also known as “schema markup”) via these resources:

Google Search Podcast

Crowdcontent.com

How To Incorporate High-volume Holiday-Shopping Keywords In Your Website Content

Recent holiday-shopping keyword research we conducted indicated the following as being among some of the highest-volume search terms used related to holiday shopping or gift shopping, in general (the number shown represents the average # of monthly searches in Google for that term):

  • gifts for men – 301,000
  • gifts for mom – 201,000
  • gifts for dad – 135,000
  • gifts for women – 135,000
  • Christmas gifts for mom – 90500
  • Gifting ideas for men – 90500
  • mens gifts ideas – 90500
  • gift ideas for women – 90500
  • mom Christmas gifts – 90500
  • women’s gifts ideas – 90500
  • women’s gifts for men – 74000
  • Christmas gifts for men – 74000
  • Gifts for mens Christmas – 74000
  • Christmas gifts for dad – 49500
  • Gifts for girlfriends – 49500
  • Christmas gifts for boyfriend – 40500
  • Christmas gifts for womens – 40500
  • Gifts for womens Christmas – 40500
  • Gifts for wife Christmas – 33100
  • Best Men gifts – 33100
  • Gift ideas for mom – 33100
  • Husbands gifts – 33100
  • Unique gifts – 33100
  • Best Christmas gifts 2021 (note you can use this phrase but change to 2022) – 33100
  • Gift for Christmas for wife – 33100
  • Unique gifts for men — 27100
  • Christmas gift idea for her — 27100
  • Christmas gifts for a girlfriend — 27100
  • Christmas gift ideas for her — 27100
  • Best gifts for men 2021 (change to 2022) — 27100
  • Best gifts for women 2021 (change to 2022) — 27100
  • Christmas Gifts 2021 (change to 2022) — 27100
  • Christmas gf gifts (change to 2022) (reminder people use acronyms like bff, bf in searches) — 27100
  • Gift ideas for boyfriend – 22200
  • Gift ideas for dad – 22200
  • Best gifts for mom – 22200
  • Top gifts for guys – 22200
  • Best gifts for moms – 22200
  • Secret santa gift ideas – 22200
  • Fun gift – 22200
  • Ideas gift boyfriend – 22200
  • Christmas gift teenagers – 22200
  • Gifts for husbands Christmas — 18000
  • Best gifts for dad — 18000
  • Best gifts for dads — 18000
  • Gift ideas for girlfriend — 18000
  • Unique gifts for women — 18000
  • Christmas gift ideas for mom — 14800
  • Ideas for mens stocking stuffers — 14800
  • Good gifts for mom—14800
  • Gift ideas for wife — 14800
  • Christmas gift ideas for moms — 14800
  • Unique Christmas gifts — 14800
  • Secret santa gifts — 14800
  • Mom’s Christmas gift ideas — 14800
  • Christmas gifts to her — 14800
  • Christmas gift ideas for him — 12100
  • Cool guys gifts — 12100
  • Cool gifts for guys — 12100
  • Presents for mom — 12100
  • Gifts for mother — 12100
  • Women best gift — 12100
  • Best gifts for women — 12100
  • Gadgets for men — 12100
  • Cool Christmas gift — 12100
  • Christmas fun gift — 12100
  • Christmas gift ideas 2021 (change to 2022) — 12100
  • Best gift 2021 (change to 2022) — 12100
  • Gift ideas him Christmas — 12100

As mentioned above, we are glad to provide a much more extensive list of holiday shopping terms and their associated average monthly searches in Google. You can e-mail us at gail.moraski@allintheresults.com to have the list sent to you. As we share all the time with our new SEO clients and attendees of our SEO classes, and as we did in this previous blog post, keyword research can also help you identify new products, services or solutions you should offer.

As alluded to above, be sure to use the term 2022 once or several times related to holiday shopping, and also be sure to include terms for non-Christmas holidays that are celebrated in December. Plus, think about what acronyms or abbreviations someone might use related to a loved, such as “bff” for “best friends forever.”

Before you begin incorporating high-volume keywords in your content, think about whom would most likely be the recipient of a gift of your product, services, event or class tickets, or a donation, and use terms that the searcher of your product or service might use. Let’s say you offer hand-made jewelry for women, you’d want your site to rank well for terms above like “Christmas gifts to her”  and “Christmas gifts for mom” and should incorporate such or similar terms in your website content. 

We’re Here To Help You Rank Well For Holiday Shopping Search Terms

Got questions or need our help. Reach out today as holiday shopping has already begun!