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4 SEO Challenges In 5 Minutes:

Q&A With An SEO Platform CEO

we’re talking with SEO decision-makers

In this series, we’re talking with SEO decision-makers about the industry trends, lesser-known opportunities, and emerging technologies you should have on your radar 4 SEO Challenges In 5 Minutes:.

We’ve heard from an enterprise crawler CEO recently on the greatest analytics challenges facing SEO pros right now 4 SEO Challenges In 5 Minutes:.

This CMO in the conversation intelligence space gave us the run-down on how AI is changing the game in call tracking and what this could mean for marketing strategies this year blogspot seo tools.

And this local SEO agency owner shared some excellent SEO career-building advice 4 SEO Challenges In 5 Minutes: , as well as the local trends we need to watch for through 2022.

Today, we’re talking with Mitul Gandhi, the CEO and Chief Architect at enterprise SEO platform seoClarity. You can learn more about its features and capabilities in this chapter of our Enterprise SEO Guide.

In this Q&A, Gandhi shares tips and advice for SEO decision-makers on the most underutilized SERP features you could be targeting, how to break free of “content chaos,” incorporating the concepts of E-A-T in content 4 SEO Challenges In 5 Minutes:, and what he’s learned in building an SEO tool brand.

3 Top SERP Features For Increasing Visibility

Miranda Miller: “Talk to us about SERP features. What are some of the lesser-utilized opportunities you think enterprise organizations should be making better use of/optimizing for?”

Mitul Gandhi: “Most of us think about SERP features as a dozen or so features we come across day to day – news, images, local listings, etc.

In reality, when we look across our data set of 330+ million keywords globally, our team has identified over 1,200 different SERP features and styles!

 

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There is a reason Google has so aggressively pursued a richer SERP – it is what the end users want and respond to based on their search intent.

In our data, we identified the following as the top three SERP features and low-hanging opportunities:

Typically, being included in the top three listings that have any of the above SERP features can lead to inclusion in the SERP feature embedded in Google results, providing 20x greater impressions.

There is a tremendous amount of visibility located in the above three features alone to make them worthwhile to focus on.”

Breaking Free Of “Content Chaos”

Miranda Miller: “I’ve seen seoClarity talk about ‘content chaos’ in the past. What does that look like and how can marketing organizations break free of it?”

Mitul Gandhi: “There is a lot written and talked about when it comes to content marketing. Everyone talks about generating ‘quality’ content but no one really defines what that is.

This has lead to something we call ‘content chaos.’

It’s a situation where companies are jumping in to do content marketing but equating that to simply writing lots and lots of content, and seeing what sticks.

What’s wrong with this approach, you ask?

It’s simply an incredible waste of valuable time, talent, and money to produce content no one wants to read.

At a large scale, pretty much anything may ‘seem’ to work, but it is rarely sustainable.

We see intelligent content marketing as based on a deeper understanding of searcher intent and focused on solving the underlying need.

This takes time, research, and deep understanding of marketplaces – areas that most businesses struggle to invest in.

Advancements in AI and NLP have allowed us to help peel back the layers of what ‘quality’ content means and guide writers to write their best by distilling everything that is known about a topic and surfacing key facts, entities, and reference points.”

Can Brands Mimic E-A-T Qualities In Content?

Miranda Miller: “What tips do you have for marketing and SEO leadership looking to incorporate the principles of E-A-T in content creation at scale?”

Mitul Gandhi: “We need to keep in mind what E-A-T really is.

Google spokespeople have been quite clear that it is not a ranking factor.

At times they’ve been quite specific, saying, for example, that just adding an expert author byline to your content will not affect your ranking.

E-A-T (Expertise, Authority, and Trustworthiness) are actually concepts taught to Google’s Search Quality Raters who evaluate sample search results to evaluate how well Google’s algorithms are achieving Google’s goals for its users.

So, the reality is that while Google doesn’t (and probably can’t) rate pages on how much E-A-T they have, pages that exemplify those ideals are what they hope the actual factors in their algorithms end up ranking.

How are we to apply that?

We built our platform around the three basic areas that we know do impact SEO performance: Usability, Relevance, and Authority 4 SEO Challenges In 5 Minutes:.

You might say that U-R-A is our E-A-T. The difference is that we can quantify the aspects of U-R-A in ways that are actually meaningful and actionable for SEO.

Here’s what we display in our platform and teach our clients to prioritize:

  • Usability: Provide the best possible user experience for both humans and search engines by implementing best practices for on-page technical SEO health.
  • Relevance: Create content that is hyper-focused on what visitors want to see, in terms of usefulness, accuracy, and intent.
  • Authority: Attract links from sources Google and users trust and build relevant internal links within your site.

Our years of experience and testing with thousands of enterprise sites have proven to us that focusing on those areas produces the kinds of sites Google is looking for in valuing E-A-T.”

Charting Your Course In SEO Leadership

Miranda Miller: “If you could go back in time and share two to three pieces of advice to help early-career Mitul avoid pitfalls and smooth the path to leadership in SEO, what would they be?”

Mitul Gandhi: “My company’s success has been driven by our obsessive focus on helping clients solve challenges and invest in the best technology and Client Success team to help them do so.

Our journey as an enterprise platform has not been without its struggles. There have been times when we doubted whether our methodical and focused approach was the right one.

And at times, we envied the splash and sizzle of competitors spending millions on large sales teams and big marketing while we were focused on the next improvement in our offering.

My advice to my early-career self would be to simply stay the course and have faith in the obsessive focus on customers and their challenges.

More than 90% of our new customers each year find us rather than us trying to go sell them – and that’s a testament to that approach.”

President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.

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Search engine optimization is the practice of optimizing your website so you appear more often on search engine result pages. The goal is to increase your ranking so that you’re the first to pop up when users search for things that are relevant to you.

SEO may appear confusing and intimidating at first, so here’s a guide to help you get started.

Conduct Keyword Research

Keyword research is the very backbone of SEO. It’s the process of identifying which keywords people type into search engines to find things.


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To start off your keyword research, try to think like your target customers, and ask yourself these questions:

 

Once you have an idea of how your target market will search for you, then you’ll know what keywords to use.

Another way of finding keywords to use is to look at the ones your competitors are using. To do this, you can use a keyword research tool like Ahrefs. To find out what keywords your competitors are using, simply go to Ahrefs’ Site Explorer and type in the website of your competitor. Go to the top pages panel to see which pages drive the most traffic to their website. You can then see the top keywords used for each page.

The ideal keywords to target have high volume and low competition. This means that the average monthly search volume for the keyword is high and the results of the queries are low.

If your e-commerce website is just starting out, targeting long-tail keywords may be best for you. These keywords are longer and more specific — they’re unpopular keywords with low search volume and high variation. They don’t have high volume, but at least they have low competition.

Make Sure Heading Tags Contain Your Keywords

Your H1 heading is one of the highest priority phrases on your e-commerce website. It tells not only the reader but also search engines what your webpage is about. Therefore, it is only right that you optimize your H1 heading.

Be sure to incorporate your keywords not only into your H1 heading but also into your H2 headings. This will make it easier for your website to rank in search engines.

Avoid Keyword Stuffing

If keywords help your e-commerce website rank better in search engine result pages, then it’s only logical to use them as much as you can, right?

Wrong.

Using your keywords too much is called keyword stuffing. It may sound like a smart thing to do, but it actually hurts your ranking more than it helps. Google and other search engines penalize websites that engage in keyword stuffing.

Aim to use your keywords naturally. Don’t force sentences to accommodate keywords. Your selected keywords should also be relevant to your webpage so your visitors have a good user experience.

Optimize Alt Text And Image File Names

Alternate text is used to describe the appearance or function of an image on a webpage. This helps visually impaired users better understand what the image on your page is.

Alt text is also how search engines understand an image and how it’s related to your content, so make sure that you properly describe your images. You also should insert keywords every now and then in the description to rank better in search engine result pages.

Aside from alt text, it’s also important to optimize the file names of your images. This is often overlooked by a lot of e-commerce websites.

Make Your Website Mobile Friendly

A mobile friendly website is designed to be properly displayed on small screens (i.e., phones or tablets). The standard websites that appear on desktops don’t really render well on small screens.

In 2020, more than 4 billion people accessed the internet via mobile devices. That’s over 90% of the global internet population.

Make sure that your e-commerce website prioritizes the mobile-first approach. This will increase your ranking in search engine result pages and open your website to billions of users worldwide.

Optimize The Speed Of Your Website

Webpages that load within two seconds have an average bounce rate of 9%. If a webpage loads for five seconds, its bounce rate increases to 38%.

When search engines see that your webpage has a high bounce rate, they will lower your ranking.

Final Thoughts

SEO is a sustainable and efficient way of driving traffic to your website.

SEO, despite being highly effective, is a long process. You won’t see results overnight, so don’t expect too much at first.

Good luck on your SEO journey.

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Featured Image: Courtesy of Mitul Gandhi/seoClarity

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