Ongoing SEO: Why SEO Isn’t a One-Time Thing

You’ve spent several late nights really working hard on your website’s content and layout. You may have even tried to manage your SEO, expecting to see it skyrocket to the top of the search rankings.

You get some initial traction, but suddenly, it drops. You’re frustrated, confused, and don’t understand what happened. Well, that’s because SEO isn’t a one-time thing you can just set and forget!

SEO is an ongoing process that requires ongoing effort and innovation. Imagine you plant a garden; you wouldn’t only weed and water your plants once, right? Just like a garden, your website needs continuous updating and optimization to maintain and improve its level in the search rankings. Let’s talk about ongoing SEO and why you need it.

SEO – An Ongoing Process that Leads to Success

Many of our clients who aren’t familiar with SEO have a lot of questions. One of the most common is how often they need to reassess their SEO efforts.

Our answer? It’s an ongoing process, not a “one and done.” You must roll up your sleeves and keep at it rather than letting it fall to the wayside. You need to keep up-to-date and work to boost your search engine rankings.

The digital landscape is always evolving with new competitors entering the market and search engine algorithms being updated. If you don’t keep up, you risk falling behind.

Businesses that perform well with SEO are the ones who understand that the process is ongoing. They consistently put the work in to make sure their online presence is up to date.

SEO success doesn’t occur overnight; it’s an ongoing SEO process that will come with great rewards for those who remain committed.

Why Ongoing SEO is Essential for Your Website’s Success

As we’ve discussed, search engine algorithms are always evolving. If you look at Google, it’s consistently updating its algorithm (between 500 and 600 times per year!) to make sure they’re delivering the top results to their users.

If you don’t keep up with these changes and manage your SEO strategy, you can fall behind your competitors quickly.

Another reason ongoing SEO is essential to your website is that it’s likely to change over time. You’ll add new pages, services, and products – as such, you must ensure each additional is properly optimized for SEO. That meansincorporating relevant keywords, making top-tier meta descriptions, and making sure your website is structured for ease of use on both traditional platforms and mobile.

Every industry evolves, which means your competition inevitably will evolve, too. Top spots for search engines will always be in high demand. As new, fresh competitors enter the market, everyone involved is going to have to double down on their SEO efforts, and so should you.

Make sure you don’t let those hard-earned rankings and stay ahead by regularly updating your SEO strategy.

Key Tips and Tricks for Effective SEO

What does a good SEO strategy look like? Obviously, each approach will vary based on your industry goals, but there are a few key things that should be a part of an effective approach.

On-Page Optimization

If you want to see your numbers fly, on-page SEO is your starting point. Make sure to sew your targeted keywords into page titles, headings, as well as all content – making sure to optimize your meta descriptions and images, too. You’ll notice in time that your website is ranking better and attracting more suitable traffic.

However, it’s important to know this isn’t a one-time task. Impactful on-page optimization is an ongoing process. This can include writing updated content (such as blogs) or updating current pages. Regardless, you need to keep SEO best practices in mind every time to create a new piece of content. By keeping consistent, you’ll help maintain your website and even improve its search engine rankings.

Technical SEO

This is the more technical side of things. Technical SEO involves optimizing the back-end elements of your website, such as site speed, mobile-friendly application, and crawlability. These are the elements of your website that aren’t visible to users, but that doesn’t mean they don’t significantly impact your search engine rankings.

A lot of technical SEO is like “housekeeping” – conducting ongoing and regular SEO audits to identify any technical SEO issues. This often involves tasks such as adjusting your website’s code, fixing broken links, and optimizing your website structure overall.

Link Building

Link building is another powerful element of a good SEO strategy. Utilizing high-quality backlinks from other reputable websites can completely boost your website’s overall authority, and the more authoritative you are, the more Google is likely to promote you.

Just like we’ve mentioned before, however, link-building isn’t a one-and-done effort. To maximize its effectiveness, you must seek new opportunities to get those backlinks. You can do this through guest blogging and creating valuable, informative content that is likely to attract links.

Boosting Your Business with Local SEO

When you’re a small business targeting a specific location, local SEO is your best friend. Adjusting your website and digital profiles can help you fly through the search rankings and bring in more customers from your local neighbourhood.

Some essential tricks for optimizing local SEO include claiming and optimizing your Google Business Profile listing (once called Google My Business), encouraging your customers to leave reviews and local citations. Like other methods we’ve mentioned, this needs to be an ongoing effort to maintain and improve your local visibility.

In-Depth Analysis

Good SEO isn’t an achievement you obtain and never have to fight for again – it’s an ongoing effort. You need to make sure to measure results based on your SEO plan and metrics and balance their effectiveness. You need to adapt your approach based on your metrics.

You need to regularly measure the effectiveness of your results and adjust your strategies based on elements like organic traffic, search engine rankings, and conversations to see what is and isn’t working.

You can use tools such as Google Analytics which can give you a lot of insight into how well your website is performing while tracking your ranking in search engines. Make sure to monitor your progress based on specific keywords and phrases. Staying on top of your data and using it for your SEO efforts ensures you’re always able to adapt your strategy.

FAQ: Understanding Ongoing SEO – A Breakdown of What We Discussed

1. Why isn’t SEO a one-time effort?

SEO is an ongoing process because algorithms constantly evolve. Competitors are always going to be updating their strategies to match the shift in user behaviour. This is why you need to make regular updates to ensure your site remains visible in search rankings.

2. How often should I update my SEO strategy?

A general rule of thumb is to update your SEO strategy quarterly, at a minimum. You need to monitor key performance metrics and adjust as needed.

3. What activities are included in ongoing SEO?

Ongoing SEO involves keyword research, content creation, technical audits, link-building, and monitoring website analytics.

4. Can I pause SEO once I’ve reached the top rankings?

Pausing your SEO efforts is counterproductive because it can result in a gradual decline in rankings as competitors continue their efforts. Search engines prioritize fresh optimized content over old news. This is why consistent maintenance is required.

5. How long does it take to see results from ongoing SEO?

Results of ongoing SEO can take weeks to months. This is determined by several factors such as competition, the quality of your optimization strategy, and your website’s starting position. You need to combine patience with consistency.

6. Is ongoing SEO expensive?

The cost of ongoing SEO varies depending on the complexity of your website and your overall goals. Most agencies will work within an established budget, but you also get what you pay for it. However, it can be a cost-effective investment compared to other marketing efforts, as it has the potential to deliver long-term, organic growth, which can increase sales.

7. What are the benefits of ongoing SEO?

Ongoing SEO builds brand authority improves site traffic and boosts user experience. These efforts can also contribute to better conversions and revenue with time.

8. Do small businesses need ongoing SEO?

Yes, all businesses, even small ones, will significantly benefit from ongoing SEO as it helps compete with larger companies.

9. How does content play a role in ongoing SEO?

By regularly creating high-quality content, you can improve your SEO. It makes your website relevant, attracts new eyes, and offers opportunities for backlinking.

10. Can I manage ongoing SEO on my own?

While if you have some experience with SEO, you could manage your SEO independently. However, if you’re not very SEO savvy or simply don’t have the bandwidth to regularly manage SEO efforts, it’s more effective to outsource to an agency.

Need Help with SEO? Trust in TrafficSoda

Don’t go into your SEO strategy feeling like you’re in the dark, TrafficSoda can help. Our leading SEO and content development services can help you climb up those search engine rankings.
Contact us today.

Marketing on a Tight Budget? Why SEO is Your Secret Weapon

Managing marketing on a tight budget requires a lot of forward thinking, precision, and the ability to be highly efficient. If you harness the right strategies, even a small budget can go a long way.

Today, TrafficSoda is going to share some cost-effective strategies to help you build your business without draining the budget. We’re going to explore SEO tools, tricks, and other best practices to stretch that budget.

Create a Clear and Concise Marketing Strategy

When you’re working on a tight budget, having a well-planned strategy is your best friend! Know who your audience is; what you’re hoping to achieve; and what makes your brand unique and desirable. When you map out a clear plan, you create a pathway that avoids pitfalls and maximizes efficiency.

Narrow Down Your Target Audience and Objectives

To maximize your marketing on a tight budget, you need to know who you’re speaking to. You need to define your ideal customer and to do that, you need to narrow down their needs, and preferences and trigger them to buy a product or service. Then you can follow the SMART goal system: specific, measurable, achievable, relevant, and time-bound. With a pinpointed audience and clear objectives, you’re going to see a greater ROI for every penny spent.

Identity Your USP (Unique Selling Proposition)

Having a solid USP is what gives your brand a heartbeat. Your Unique Selling Proposition is what sets your brand apart from everyone. Consider what value you can offer customers that sets you apart from your competition – something they can’t find anywhere else! Your USP needs to be at the very core of your business messaging and be geared toward resonating with your audience.

SEO On a Budget

Target Long-Tail Keywords

SEO is admittedly complex, and it oftentimes feels like the figurative goalpost is always being moved. Focusing on long-tail keywords can help you reach your target audience by actively searching for specific solutions with limited expense. Improving your SEO not only drives traffic forward but also gets your brand out there.

Conduct Keyword Research

You can utilize external tools like Google Keyword Planner to discover new long-tail keywords that are relevant to your targeted audience. These terms usually have lower competition than more common keywords but also reflect your buyer’s intention.

On-Page SEO

Make sure to optimize each of your web pages with relevant keywords in titles, headers, and meta descriptions – trust us, this simple action can make a dramatic difference in your rankings over time.

Social Media Marketing

Prioritize Engagement Rather Than Focusing on Followers

Engaging with a more intimate audience is usually a lot more fruitful than having a large but unengaged following. Having a smaller but active audience allows you to tailor your content to truly resonate with them, which builds a community that trusts in your products or services.

Opt for User-Generated Content

While it may be nerve-racking to ask your customers to share their experiences, it’s truly a fruitful endeavor. By featuring user-generated content on your socials, you not only amplify your reach, but you build a sense of being authentic and willing to listen to your customers.

Actively Participate in Social Trends

Keep a keen eye on emerging trends and popular hashtags that align with your brand’s vision. By joining in on the fun, you not only seem like a trendy brand, but it also increases your organic reach.

Master the Art of Internal and External Linking

Make a conscious effort to build internal links between the content on your website and try to aim for backlinks from credible sources. Backlinks indicate that your brand is trustworthy, enhancing the customer experience and SEO.

Collaborations and Partnerships

Collaborate with Similar Brands

Collaborations with brands that complement yours can help you reach a wider audience at a minimal cost to you. Effective partnerships create value for both parties involved by increasing your visibility and fostering engagement.

Collaborate with Local Influencers

When you have a consumer-focused brand, partnering with small, local influencers is very budget-friendly. This allows you to reach a more niche audience that has a good, engaged relationship with said influencer. This creates a more direct exposure for your brand.

Content Collaboration

Content collaborations, such as guest blogs or informative videos can help expand your reach while saving your team some time. When you collaborate on content, you can hash a deal to cross-post and improve invisibility for both brands.

Optimize Content Creation

Repurpose Your Content

You can extend the lifespan of your content by posting it across multiple formats. Consider a well-performing blog as a key example – you can adapt this into a video tutorial, a series of social posts, or even a helpful infographic. This can extend your reach without adding additional costs.

Build a Respectable Blog

To build a comprehensive blog, you must structure it to answer all your customer’s top questions. Work with your content team to craft in-depth blogs that address these questions while optimizing for search engine keywords. Try targeting long-tail keywords as this is a highly effective approach because they’re far less likely to have significant competition.

Craft Compelling Video Content

If you have the resources, don’t be afraid to experiment with short and informative content. TikTok is a popular application where content can be quickly viral and it’s easy to connect with an audience. This makes it an essential asset if you want to try something new.

Measure Your Overall Success, Even the Small Things

When it comes to measuring your overall marketing success, it’s important to remember that every little bit of success matters. Whether that’s going from getting 5 likes on a social media post to 10 – that’s still an upward trend! However, there are several key metrics you need to keep track of to measure your business’s overall success.

Measure and Optimize Your Approach

When you have are marketing on a tight budget, you need to be adaptable. Make sure you measure your campaign performance, review the relevant data, and make sure you’re ready to spin on your heels and readjust your approach based on what the data shows.

Monitor Key Metrics

Track your metrics ranging from conversion rates, engagement, cost-per-acquisition, and every relevant metric to make sure your current marketing efforts are being maximized.

Take Advantage of Free Tools!

If you don’t currently have the budget for analytics tools, you should take advantage of free tools like Google Analytics and social media insights to help monitor your overall performance. This way, you have the data to make informed decisions.

Refine and Elevate

Marketing on a tight budget is a continuous process that requires patience and experimentation. It’s an opportunity to practice and refine your process to make sure you’re making the most of your budget.

Additional Strategies

Now that we’ve gone through the thick of it together, let’s go into some more general strategies you can adopt to help make the most of your marketing on a tight budget.

Craft an Email Marketing Campaign

Email marketing is an essential way to get new customers engaged with your brand, all while you can maintain current relationships with your customers. Email marketing might not be a new thing, but it’s generally reliable when it comes to getting a good ROI on your marketing investment. Here are some key tips:

• Be extremely thoughtful and make sure you’re using your creative chops, make those subject lines snappy!
• Make sure you have an obvious call-to-action in every email that encourages your customers to take the next step.
• Run AB tests and make sure you know what copy resonates with your customers.

Use Infographics

Infographics, despite seeming simple, are a powerful marketing tool. They break down complex subjects into attractive visuals that are easy to digest. They’re easy to share and are a great tool for getting referral traffic and links.

Elevate Yourself with TrafficSoda

At the end of the day, SEO copywriting is the backbone of marketing on a tight budget. You’re able to develop your voice, your values, and your best first impression. Not to mention how to truly capture Google’s heart! Whether that’s creating unique website copy or blogs, having SEO-optimized content can make or break your online visibility. In comes TrafficSoda! We have the SEO copywriting services to meet your needs. Our professional SEO copywriters will work alongside you to make clear, concise, Google-optimized content that is sure to appeal to your audience.

• New Website Copywriting
• Content Refresh
• Content Optimization for Conversion
• Existing Content SEO Optimization
• Skyscraper Content to Rank for Specific Keywords
• Blog Writing

Contact us today for more information.

My New Website Looks Great; So Why Did My SEO Tank?

Hey there, Website Warriors! So, you’ve just launched your shiny new website, and it looks absolutely amazing. You’re feeling pretty proud of yourself, right? But hold up a sec – what’s going on with your search rankings? They’ve taken a nosedive, and now you’re scratching your head, wondering, “My new website looks great, so why did my SEO tank?” 

Don’t worry, you’re not alone in this. Let’s grab a coffee and settle in, because it’s time to do a deep dive into the fascinating world of new website SEO, search rankings, and website development.

The SEO Rollercoaster: Why Your Rankings Might’ve Dropped

Oops, Where Did All My Content Go? 

One of the biggest pitfalls when redesigning or launching a new website is removing a backlog of your old content. Trust us, we understand that you want your website to look sleek and refreshed, but that doesn’t mean you need to ditch your old content. Search engines love content, so when you take it away, you’re effectively telling Google, “Hey, all that content you loved and indexed for us? Yeah, it’s gone now!” Which causes Google to say, “Well, if the content isn’t there anymore, I guess I can’t rank it.” Thus, your ranking takes a tumble. 

New Design, New URLs? 

Another common mistake we see is changing your URL structure without setting up proper 301 redirects. It’s very much like moving into a new house and forgetting to notify Canada Post. You can’t expect to get your mail without updating your address, and you need to think of search engines in the same way. If search engines aren’t able to find your pages at their old addresses, they’re going to assume they’re no longer there. 

Slow and Steady Loses the Race 

Your new website might look like a million dollars, but if your page speed is slow, you’re in trouble. Page speed is essential for your new website’s SEO, meaning if your website pages are lagging and having a hard time loading, search engines (and users) are going to bounce off faster than a hockey puck after a slap shot. 

On-Page Optimization: The Unsung Hero of SEO 

Let’s dive into on-page optimization, which plays a crucial role in SEO. During a website redesign, it’s easy to focus on aesthetics and overlook the essential on-page SEO details. However, these elements are key to ensuring your site performs well in search rankings. 

Meta Titles and Descriptions 

Meta titles and descriptions might sound like tech mumbo-jumbo, but they’re super important. They’re like the cover page of a book – they tell search engines and users what your page is all about. If you’ve changed these or forgotten to add them to your new pages, your SEO will take a hit. 

Heading for Trouble 

Headers (H1, H2, H3, etc.) aren’t just for making your text look nice. They help search engines understand the structure and hierarchy of your content. If you mess up with heading structure while designing your website, it will certainly confuse Google. 

Content is Still King 

Let’s have a heart-to-heart about content strategy. When you’re redesigning, it’s tempting to focus on looks over substance. But remember, content is what brings web crawlers and people to your site in the first place. Making engaging, informative content is always going to improve your overall SEO, so it’s not something you want to be lax about. 

Link Building is Still a Big Deal 

Content is, in fact, king – but backlinking remains the hailed queen of SEO. When it comes to any new website SEO, having high-quality backlinks is absolutely essential to improving your website’s authority and boosting your search engine rankings.

When launching a new website, you need to continue building these connections, and thereby, your website’s overall authority. Don’t let backlinking go upon launching a new website – keep reaching out to those relevant websites and develop some high-quality backlinks on your new web pages. 

Quality Over Quantity, But Don’t Go Overboard 

Yes, it’s good to get rid of low-quality or outdated content. But you should be careful while creating or removing content for your website. Each piece of content you remove is a potential landing page. Instead, you can update old content to be more relevant to the now, including additional links and resources to make them more up to date. 

Fresh Content, Fresh Rankings 

If you haven’t added any new content since your redesign, that could be part of the problem. Search engines love fresh, relevant content. It shows them your site is active, so don’t hesitate to get the content rolling out. You can even plan ahead and craft a backlog of content you can schedule out after the website goes live.

Technical SEO: The Behind-the-Scenes Star 

Sometimes, the problem isn’t what you can see, but what’s happening behind the curtain. Technical SEO issues can really mess with your rankings. 

Mobile-First? More Like Mobile-Must! 

With more users browsing on their phones than ever, having a mobile-friendly site isn’t just nice to have – it’s essential. If your new design looks great on desktop but translates poorly to mobile, that’s going to hurt your website’s SEO. Make sure your website is accessible across several platforms. 

Robots.txt and Sitemap 

During a redesign, it’s easy to forget about your robots.txt file and sitemap. These tell search engines what to crawl and index on your site. If they’re not set up right, you might accidentally be telling search engines to ignore your whole site! 

The Importance of User Experience 

Here’s something a lot of website designers forget: SEO isn’t just about pleasing search engines. It’s about making your visitors happy too. If your new design looks great but is harder to navigate, that’s going to hurt your SEO in the long run. Traffic to your website is always an SEO positive.  

Bounce Rate Blues 

If people land on your site and immediately hit the back button, that sends a signal to search engines that your content isn’t helpful. Make sure your new design isn’t confusing or frustrating your visitors. You can do this by doing internal testing to make sure your website is accessible.  

Click-Through Rate Matters 

Your site might rank well, but if no one’s clicking on it in the search results, that’s a problem. Make sure your meta titles and descriptions are still enticing and accurate after your redesign. 

Avoid Panicking – You Got This 

When you notice a steep drop in search rankings, it can be tempting to revert back to your old navigation – don’t. If you go back to your old structure (the one that was previously indexed), Google isn’t automatically going to pick it back up. You’re just prolonging the drop. Besides, this is also an unnecessary additional cost in terms of time and money. Instead, it’s essential to make sure you plan ahead before launching a new website to avoid these steep drops in search rankings.

The Road to Recovery: Getting Your New Website SEO Back on Track 

So, your new website’s SEO might be down, but it’s not out for the count. Here’s what you can do to turn things around:

1. Do your research: Identify pages with organic traffic and ranking keywords
2. Make a plan: Map out current content on those pages
3. Beware redirects: Review previous website 301 redirects
4. Compare and contrast: Compare current indexed pages with new website pages
5. Audit content: Identify missing or outdated information and make updates
6. Check redirects: Ensure old URLs point to the correct new pages
7. Optimize on-page elements: Verify meta tags, headers, and alt text
8. Improve site speed: Optimize images, minify code, and consider a better hosting plan
9. Mobile-optimize: Ensure the site functions well across all devices
10. Create fresh, high-quality content: Keep your site relevant and active for search engines
11. Build quality backlinks: Reach out to reputable sites for strong DA links

New Website SEO – Avoiding the Pitfalls and Finding Success 

Look, redesigning your website is a lot like renovating your house. It’s exciting, but there’s always a chance something might go wrong. The key is to plan and keep SEO in mind throughout the whole process.

A great-looking website is awesome, but it’s not worth much if no one can find it. Balance aesthetics with solid SEO practices, and you’ll have a site that not only looks like a million bucks but ranks like it, too.

If you’re feeling overwhelmed by new website SEO, don’t worry—TrafficSoda is here to help. We’re experts in website redesign and SEO, with years of experience helping businesses enhance their online presence. Reach out to us today and discover how we can help you expand your digital reach.

Is Duplicate Content Hurting Your SEO? (and How to Fix It)

Content is the heart of SEO and always will be—it’s what makes your website valuable. 

On the other hand, when it comes to SEO, duplicate content has a track record of being an issue. It confuses search engines on which page to rank, leading to lower visibility.   

But is there more to it than that? 

Many people wonder how duplicate content can impact rankings, visibility, and overall performance of a website. The truth is, while duplicate content does not directly result in Google penalties, it can create SEO challenges that can harm your website’s performance. 

This blog post is all about duplicate content, how it affects SEO, and what you can do to optimize your content! 

What is Duplicate Content? 

Duplicate content refers to blocks of text or entire web pages that are identical (or significantly similar) across multiple locations. These locations can be within the same domain or across different websites. 

Duplicate content is categorized into two main types: 

• Exact Duplicates: This is when the same text appears word-for-word on different pages. For example, if a blog post is copied and pasted onto another site without any changes, it is considered an exact duplicate.
• Near Duplicates: This involves content that is very similar but not identical. For instance, if a product description is slightly altered by changing a few words or phrases but retains the same meaning, it falls under this category.

Examples of Duplicate Content 

Republishing Articles: If you write a blog post and then publish the same post on another platform (like Medium or LinkedIn) without using a canonical tag to indicate the original source, this creates duplicate content. 

Multiple URLs for the Same Page: If a single webpage can be accessed through different URLs, such as: 

• https://example.com/page
• https://example.com/page?ref=123

Both links lead to the same content but are treated as separate pages by search engines, resulting in duplicate content. 

Product Descriptions: An e-commerce site might use the same description for a product listed under different categories. For example: 

• https://store.com/products/blue-shoes
• https://store.com/sale/blue-shoes

Both URLs highlight the same product description, making them duplicates. 

Slightly Altered Text: Rewriting an article with just minor changes may still be considered duplicate content if the structure and meaning remain the same without added insights.

How Does Duplicate Content Hurt Your SEO? 

Google prioritizes unique and valuable content in its search results, actively avoiding pages with duplicate content.  

As Google states, “Google tries hard to index and show pages with distinct information.”  

If your website has multiple pages with similar or identical content, it can hurt your search engine rankings. Duplicate content creates confusion for both search engines and users as well.  

Let us break down the key issues in simple terms: 

Confusion for Search Engines 

When search engines like Google or Bing find multiple pages with the same or very similar content, they get confused. They do not know which version to show in search results. This confusion can lead to: 

• Lower rankings: Search engines might choose the wrong version of your content to display, potentially not the one you want people to see.
• Diluted link power: If other websites link to different versions of your content, the power of these links gets split up instead of boosting one strong page.

Reduced Visibility

Duplicate content can make your pages less visible in search results. This can lead to: 

• Filtered results: Google tries to show diverse content, so it might filter out pages it thinks are too similar.
• Less organic traffic: When your content is not unique, it is harder for it to rank well, resulting in fewer people finding your website through search.

Wasted Resources 

Having duplicate content can waste important SEO resources like: 

• Crawl budget: Search engines always allocate a certain amount of time to crawl your website. If they waste time on duplicate pages, they might miss your correct, new, or updated content.
• Indexing issues: Too much duplicate content can make it harder for search engines to properly index your site, affecting how well your pages show up in search results.

Brand and User Experience Impact 

Duplicate content does not just affect search engines, it can also impact user experience. 

• Reduced brand value: If your content is not unique, it can make your brand seem less valuable and less authoritative.
• Poor user experience: When users see multiple versions of the same content in search results, they get confused or frustrated.

Competition with Self 

One of the biggest problems with duplicate content is that you end up competing against yourself. 

• Self-competition: Different pages with similar content on your site compete for the same keywords, making it harder for any one page to rank well.
• Traffic division: When you have multiple pages with the same information, any traffic you get is split between them instead of being focused on one strong page.

How to Identify Duplicate Content

Using Google Search 

The simplest yet powerful method recommended by Google itself is to: 

• Copy about 10 words from the beginning of a sentence on your webpage.
• Paste this text into Google search, enclosed in quotation marks.
• Examine the search results.

Ideally, you should only see your webpage in the results. If other websites appear, especially if they are ranked higher than yours, you might have a duplicate content problem. Repeat this process with different text snippets from your page for a thorough check. 

Free Duplicate Content Checkers 

Several free tools can help you detect unintentional similarities with existing content: 

1. Copyscape: Quickly compares your content against published web pages, highlighting duplicates and showing the percentage of matching content.
2. Plagspotter: Identifies duplicate pages across the web and offers weekly URL monitoring to catch content theft.
3. Duplichecker: Allows up to 50 daily searches for registered users to verify content originality.
4. Siteliner: Scans your entire site monthly for duplicate content, broken links, and identifies pages most visible to search engines.
5. Smallseotools: Offers a plagiarism checker along with various other SEO tools to identify identical content fragments.

Tools to Check for Plagiarism 

Plagiarism checkers offer features to ensure your content is original. These tools use sophisticated algorithms to detect duplicate content more effectively. 

1. Grammarly
   • Checks for plagiarism and offers writing improvement suggestions.
   • Compare your text against billions of web pages and research papers.
   • Highlights passages that may need citations.
2. Plagium
   • Offers a free quick search for duplication.
   • Allows you to check content in multiple languages as well.
3. Plagiarismcheck.org
   • Detects both exact matches and paraphrased text.
   • Provides detailed reports on plagiarism issues.

How to Fix Duplicate Content: Practical Solutions

1. Tracking Parameters: Many websites use UTM parameters for campaign tracking, like:

example.com/page?utm_source=newsletter

Solution: Canonicalize these URLs to versions without tracking parameters.

2. Session IDs: Session IDs often add long strings to URLs

example.com?sessionId=jow857845hnfn7658

Solution: Canonicalize these to SEO-friendly versions without session IDs.

3. HTTPS vs. HTTP and www vs. non-www: Websites can often be accessed through multiple variations.

http://www.example.com

http://example.com

Solution: Use redirects to ensure your site is only accessible at one preferred version.

4. Case-Sensitive URLs: Google treats these URLs as different:

example.com/blog

example.com/BLOG

example.com/bLoG

Solution: Be consistent with internal linking. If issues persist, use canonicalization or redirects.

5. Print-Friendly URLs: Print versions often have different URLs but identical content:

example.com/page

example.com/print/page

Solution: Canonicalize the print-friendly version to the original.

6. Mobile-Friendly URLs: Like print versions, mobile URLs can create duplicates:

example.com/blog

m.example.com/blog

Solution: Canonicalize the mobile version to the original. Use rel=”alternate” to indicate the mobile URL is an alternate version.

Proactive Measures to Avoid Duplicate Content

Preventing duplicate content is much easier than fixing it later.

Plan a Clear URL Structure

Create consistent and clean URLs for your website. This helps reduce the chances of accidentally making duplicate pages. Like: 

• Use hyphens to separate words: example.com/seo-friendly-url
• Keep URLs short and descriptive
• Avoid using unnecessary parameters or numbers

Regularly Check for Duplicate Content 

Set up regular checks to find any duplicate content on your site. You can use tools like SEMrush and Google Search Console. These tools can help you spot pages with similar content, allowing you to fix issues quickly. 

Use Consistent Internal Linking 

When linking to pages within your site, always use the same URL version. This helps search engines understand which version of a page is the main one. For instance, if you have a page about “SEO audit,” always link to it using the same URL.

Train Your Team 

Make sure everyone who works on your website understands the importance of creating unique content and why duplicate content is bad for SEO and how to avoid creating it accidentally. This includes: 

• Content writers
• Web developers
• Marketing team members

Watch for External Duplicates 

Always keep an eye out for other websites copying your content. You can: 

• Use plagiarism checkers to find copied content
• Set up Google Alerts for your website’s name or unique phrases
• If you find someone has copied your content without permission, you can ask them to remove it or file a DMCA takedown notice.

Why Unique Content Matters 

1. Improves Search Engine Rankings 

Search engines aim to deliver the best possible experience for users. They reward websites that provide unique and valuable content by ranking them higher in search results. When your content is unique, it increases the chances of unique visitors to your site. 

2. Attracts Quality Backlinks 

When you produce unique and informative content, other websites will always want to link back to your pages. These backlinks are important because they enhance your site’s credibility and authority, further improving your search rankings. Essentially, having unique content can lead to more people discovering and sharing your work. 

3. Enhances User Experience 

Visitors come to your website looking for information, entertainment, or solutions. By offering unique content, you meet their needs more effectively. This not only keeps them engaged but also encourages them to return for more valuable insights in the future. 

4. Establishes Authority and Trust 

Regularly publishing unique content helps position your website as an expert in your field. Over time, readers will begin to trust the information you provide, making them more likely to choose your site over competitors. Building this authority is vital for long-term success. 

5. Reduces Legal Risks 

Copying content from other sources can lead to serious legal issues, including copyright claims. By creating original material, you avoid these risks and ensure that your work is protected from potential plagiarism accusations. 

6. Boosts Engagement 

Unique content tends to be more engaging and shareable on social media platforms. When people find something interesting or insightful, they are more likely to share it with their friends and family, and followers, increasing your reach and visibility.

Final Thoughts: A Balanced Approach 

While duplicate content can hurt your SEO, it is important to approach the issue calmly and strategically. Not all duplication is harmful, and many issues can be resolved with tools and best practices. By proactively managing duplicate content and focusing on creating unique, engaging content, you can maintain a strong SEO presence and enhance your website’s performance. 

Remember, the goal of SEO is to serve users with valuable, relevant information—and search engines will reward websites that do this effectively. 

If you are facing challenges with duplicate content or need help optimizing your website, reach out to TrafficSoda for professional assistance. Addressing these issues may seem complex, but the long-term benefits for your SEO strategy are invaluable.  

Our team specializes in creating unique content and resolving duplicate content problems, ensuring your site stands out in search engine results. Let us help you enhance your online presence and drive more traffic to your business. Contact us today to learn how we can support your digital marketing goals!

What to Analyze on Competitor Sites for SEO

Keeping an eye on competitors is one of the most effective ways to fine-tune your SEO game. Taking a close look at their websites can reveal what’s working for them and, more importantly, where you might have an opportunity to stand out.  This approach not only highlights what works but also gives you ideas on what to do differently to stand out. The problem? With so much data available, it’s easy to feel lost in a sea of metrics and details. 

Where should you begin? Some might say keywords are the top priority, as they give insight into what search terms competitors rank for. Others argue that digging into content structure reveals how they’re engaging their audience, while others swear by examining backlinks and technical SEO for a complete picture.  

This guide is here to make things clearer by breaking down the main areas of competitor SEO analysis into manageable pieces. From understanding which keywords are bringing in the most traffic to exploring the quality of their content and the strength of their backlinks, we’ll cover it all.  

Here’s a straightforward look at the essential elements to analyze on competitor sites so you can enhance your own search rankings and create a strategy that works for you. 

1. Keyword Strategy: Finding the Right Search Terms

Keywords are a cornerstone of any SEO strategy, so it’s crucial to understand which keywords drive traffic to your competitors. Analyzing their keyword choices can help you uncover high-value terms and find keyword gaps. For tips on building your own strategy, look at this Beginner’s Guide to SEO Keyword Research. Here are a few steps to focus on: 

• Primary Keywords: These are the main terms a competitor targets across their site. Primary keywords can give you a good idea of where competitors are focusing their content efforts and what topics are relevant to your audience.
• Long-Tail Keywords: Often more specific and lower in search volume, long-tail keywords (e.g., “affordable digital marketing agency Toronto”) reveal specific user intent. Competitors that perform well on long-tail keywords might be getting targeted traffic that converts better.
• Branded vs. Non-Branded Keywords: Branded keywords include the company name (e.g., “Traffic Soda SEO services”), indicating brand awareness. Competitors ranking well on branded keywords are often seen as trusted brands. Non-branded keywords are more general (e.g., “digital marketing in Toronto”), helping you identify topics without brand bias.

Evaluating these keyword types shows you where competitors may be outpacing you while revealing gaps you can leverage. A smart keyword strategy considers search intent and conversion potential, helping guide users from curiosity to purchase.

2. Content Analysis: Finding What Hits the Mark 

Creating high-quality content is essential for SEO success. Studying what your competitors are putting out there can give you valuable insights into what resonates with your audience. Start by checking out their top-performing pieces—note the topics, formats (think blog posts, videos, infographics), and engagement metrics. Here’s a quick breakdown of what to look for: 

• Types of Content: Are they leaning on blog posts, product guides, tutorials, or case studies? Offering a variety in content types often signals an effort to engage different segments of their audience effectively.
• Quality and Depth: Longer, in-depth content generally ranks better in search results. Examine the quality of writing, level of detail, and readability—this can show if they’re prioritizing SEO with valuable, detailed content.
• Engagement Signals: Metrics like comments, social shares, and time on page are great indicators of audience response. High engagement often means the content is not only relevant but valuable to readers.

Once you’ve got a sense of what’s working, consider where you can take it further. Could you make something even more detailed or engaging, or focus more specifically on your audience’s needs? Running a content gap analysis can help pinpoint these opportunities.  

For ideas on creating content that truly connects, check out Traffic Soda’s article on How Social Media & Content Marketing Work Together to see how aligning content with audience interests can make an impact. 

3. Backlink Profile: Building Authority and Trust 

Backlinks remain one of Google’s top-ranking signals, and knowing where competitors get their backlinks can provide valuable insight. A robust backlink profile generally means a competitor has strong authority and credibility. By analyzing this profile, you can identify potential link-building opportunities. 

• Top Referring Domains: Which high-authority websites are linking to your competitors? These sites may be open to linking to you as well, especially if you offer unique, high-quality content.
• Anchor Text Variability: Review the anchor text competitors use—whether it’s branded, keyword-focused, or generic. The balance of anchor text types can tell you a lot about the credibility and focus of a competitor’s backlink profile.
• Page Types That Get Links: Are product pages or blog posts getting the most backlinks? Knowing this can help you decide where to focus your own backlink strategy.

A thorough backlink analysis can uncover link sources you hadn’t considered and open new outreach opportunities. Having a well-rounded backlink profile helps establish your site as an authoritative resource in your industry. For more strategies on link building, check out Traffic Soda’s What Is Link Building? A Beginner Guide, which covers everything from choosing the right anchor text to finding high-quality linking opportunities.

4. On-Page SEO: Strengthening Each Page’s Performance 

On-page SEO is about refining individual pages to make them rank better and deliver a seamless experience for visitors. Studying how competitors handle on-page elements can help you identify strategies worth implementing on your own site. 

Here’s where to focus: 

• Engaging Titles and Meta Descriptions: High-ranking sites often craft titles and meta descriptions that are concise, compelling, and naturally keyword rich. These elements should be direct and informative, giving search engines and users a clear sense of what the page offers.
• Structured Headings and Subheadings: A well-organized header structure (using H1 for main ideas and H2 for sub-sections) helps improve readability and signals to search engines which sections are most relevant. Notice if competitors align their headings with commonly searched questions or topics.
• Effective Internal Linking: Internal links support SEO and enhance site navigation by guiding users to related content. Competitors with strong internal links often see higher engagement, as visitors are encouraged to explore further.

Optimizing these on-page factors can boost your site’s search visibility and create a better experience for users, leading to more organic traffic and improved performance for each page.

5. Technical SEO: Ensuring Site Health and Accessibility 

Technical SEO forms the backbone of a well-optimized site, helping search engines properly access, crawl, and interpret your pages. Reviewing the technical SEO of competitor sites can give you a better sense of where your own site might improve. 

Here are key areas to focus on: 

• Site Speed: Tools like Google PageSpeed Insights can reveal how quickly competitor pages load. Faster load times improve user experience and often lead to better rankings, so speeding up your own site can be a big win.
• Mobile Optimization: With the majority of users browsing on mobile, having a mobile-friendly site is essential. Check if competitors’ sites are fully optimized for mobile devices and ensure yours offers a seamless experience across screens.
• Core Web Vitals: Core Web Vitals measure page performance based on metrics like loading speed, responsiveness, and visual stability. These factors are increasingly critical for ranking, so see how competitors are handling them to guide your own optimization.

Focusing on these technical SEO aspects can strengthen your site’s foundation, improving accessibility, usability, and ultimately, search rankings. 

6. Social Media Signals: Gauging Audience Engagement 

Social media engagement isn’t a direct ranking factor, but it can indirectly impact SEO by boosting brand visibility and driving traffic. Many users discover content through social media, so a strong social presence can amplify your SEO efforts. Analyze your competitors’ social media activities to see what resonates with their audience. 

Consider the following: 

• Platform Usage: Are competitors focusing on Instagram, LinkedIn, or Twitter? Understanding where they’re active can help you determine where your own audience might be most engaged.
• Engagement Rates: Do their posts get likes, shares, comments, or other interactions? High engagement indicates that the content is relevant and valuable to their audience.
• Content Style: Note whether their social content is primarily promotional, educational, or entertaining. This can provide insight into the kind of tone that resonates with their followers.

By analyzing competitors’ social media presence, you can improve your own social strategy, aligning it with SEO goals to boost visibility and traffic. 

Elevating Your SEO Strategy with Competitor Insights  

The world of SEO keeps evolving and staying competitive means continuous improvement. Looking into what competitors are doing on their websites can provide valuable insights. By observing their keywords, content approach, backlinks, on-page SEO, technical setup, and social engagement, you’ll gain ideas for strengthening your own strategy. Consider these key areas:

1. Keywords and Content Style: Identify the keywords they target and the tone or format they use, whether it’s blogs, videos, or infographics. Seeing what works for them can give you ideas for reaching your audience.
2. Backlinks and On-Page Elements: Competitors’ backlink profiles often boost their authority. Study their meta descriptions, headings, and how they use keywords to optimize your own site.
3. Technical Structure: Explore how they address site speed, mobile optimization, and structure. This ensures smooth access and better usability for visitors.
4. Social Media Presence: Noticing how often they post and what gets high engagement can help shape your own social strategy, boosting your reach and audience interaction.

These insights allow you to make data-driven changes that help your site stand out. It’s not about copying; it’s about taking what works and making it better for your audience. 

Ready to boost your SEO? Contact Traffic Soda to learn how competitor insights can help improve your site’s visibility and performance. 

SEO Content Length: Why Longer Content Isn’t Always Better

“More content equals better SEO” is a trap. Period. And unfortunately, it’s one that many innocent websites fall victim to. 

If you’re churning out endless blog posts, stretching every sentence to hit an arbitrary SEO content length, hoping to appease the almighty Google, you know exactly what I mean. 

But a recent Google Core Update has only confirmed what many smart SEOs already suspected – that it isn’t just about quantity (or really about some magical SEO content length at all), it’s about quality.  

Google wants to see content that’s genuinely helpful, informative, and engaging for users, not just a jumble of words designed to game the system. 

So, what’s a marketer to do? That’s where we come in. In this post, we to debunk the myth of “more is better” and help give you a more nuanced understanding of SEO content length.

Google’s Official Stance on SEO Content Length

The message is loud and clear: Google doesn’t have a magic minimum or maximum word count.  

Alongside their Helpful Content update, Google released the following key recommendations on creating what it considers Helpful Content:

• Avoid search engine-first content. Don’t just write for algorithms. Write for people.
• Focus on value. Create content that genuinely helps, informs, or entertains your audience.
• Don’t chase trends. Write about topics you’re knowledgeable about and that resonate with your existing audience.

Notice what’s missing? Any mention of specific word counts or some minimum SEO content length.  

In fact, the documentation specifically says that “Answering yes to [this] question below is a warning sign that you should reevaluate how you’re creating content”: 

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.)

Even Google’s own Search Quality Rater Guidelines, the once-secret playbook that Google staff and contractors used to evaluate web pages, don’t explicitly mention content length. Instead, they focus on substance and value. 

According to these guidelines, high-quality content often requires “significant effort, originality, and talent or skill.” It might involve in-depth analysis, comprehensive coverage, or expert insights.  

And yes, that might naturally lead to longer content, especially for complex topics.  

But it’s not about length for length’s sake; it’s about achieving your purpose and demonstrating expertise, authoritativeness, and trustworthiness (E-E-A-T). 

Don’t chase SEO content length or arbitrary word counts. Chase quality.

What Data and Studies on SEO Content Length Reveal

We know what Google says about word count, but we know Google isn’t always an open book when it comes to their search algorithm. Quite the opposite, in fact. So, we can’t just take the above at face value. 

The good news is that third-party research does back up what Google has told us when it comes to SEO word count. 

Backlinko, in collaboration with industry giants Semrush and Ahrefs,  analyzed millions of Google search results and found that word count was fairly evenly distributed among the top 10 results, with an average of around 1,447 words. 

Another Backlinko study found that long-form content tends to attract significantly more backlinks and social shares than shorter articles. That means longer content can help you build authority and visibility, which indirectly boosts your SEO. 

However, there’s a catch. Backlinko also found that the benefits of long-form content start to plateau after the 2,000-word mark. So, while longer content can be valuable, there’s a point of diminishing returns.

Arefs’ own study of nearly a billion web pages also found a moderate positive correlation between content length and organic traffic — but only up to 2,000 words. Beyond that, the correlation turned negative, suggesting that excessively long posts might hurt your SEO (more on why that might be later). 

Longer content can be beneficial, but it’s not a magic bullet.  

The key is to find the sweet spot where your content is comprehensive enough to provide value and attract backlinks, but not so long that it overwhelms or bores your audience.

Analyzing Our Own Blog Data

At TrafficSoda, we’re all about putting theories to the test. So, we took a deep dive into our own blog data to see how content length correlates with SEO performance. 

Looking at our top 15 blog posts for organic traffic over the past year, we found that the average word count was a respectable 2,016 words. On the flip side, our bottom 15 performers averaged a mere 949 words. 

But hold on, don’t jump to conclusions just yet. There are a few caveats to consider. 

1. Time relevance is playing a role. When we first started out, we aimed for shorter blog posts, so many of our older articles naturally fall into that category. These older articles aren’t all as relevant as they once were, and this is influencing their performance.
2. Our longer posts tend to delve deeper into topics, offering more detailed information and analysis. We’re not just adding fluff to reach a certain SEO word count, we’re providing genuine value.

This reinforces the idea that longer content isn’t inherently better. While longer posts can perform well, it’s not a guarantee. The real key is to create content that’s comprehensive, informative, and engaging, regardless of its length. 

When Longer Content Can Hurt SEO

While longer content can help, there are several scenarios where excessive length can hurt your SEO efforts instead.

1. User Experience and Engagement

No one likes landing on a webpage that’s a never-ending wall of text. It’s overwhelming, right? It causes cognitive overload.  

When users are bombarded with too much information without any visual breaks or clear organization, it becomes difficult to process and retain anything.  

This leads to frustration, a quick exit from the page, and a potential ding to your SEO.

2. Dilution of Key Information

Longer content also runs the risk of burying important points or answers to specific user queries.  

If your readers must scroll endlessly or struggle to locate the information they’re looking for, they’re likely to abandon your page and seek a more concise and user-friendly source. 

This can also impact how search engines understand your content. If your core message or purpose gets lost in a sea of words, search engines might struggle to identify the main topic and relevance to user queries, potentially hurting your rankings.

3. Technical Issues

Let’s not forget about the technical side of things. Extremely long content, especially if it’s loaded with images or videos, can slow down your page load times. And nobody likes a slow website, especially Google. 

Plus, long content tends not to be optimized for mobile devices, leading to a poor user experience on smaller screens. With more and more people searching on their phones, this can significantly impact your SEO. 

Finally, there’s the risk of keyword stuffing and thin content. To reach a high word count, some creators resort to tactics that can actually hurt their rankings. Quantity over quality is always a mistake. 

So, before you start churning out those 5,000-word blog posts, take a step back and consider the potential downsides. Longer isn’t always better.

Key Takeaways

1. Forget about chasing arbitrary word counts or SEO content length. Instead, focus on creating content that genuinely addresses the needs and interests of your target audience. Do your research, offer valuable insights, and present your information in a clear and engaging way. It’s not about how much you say, but how well you say it.
2. Match your content length to the specific purpose and user intent. A simple “how-to” guide might only require a few hundred words, while a comprehensive white paper on a complex topic could easily run into the thousands. If you can answer a question concisely, do it. If you need more space to explore a topic in depth, take it.
3. Break up your content with clear headings, subheadings, and bullet points. Use visuals like images, infographics, and videos to enhance engagement and make your content more digestible. And don’t forget about page load times and mobile friendliness. A slow or clunky website can send users running, regardless of how great your content is.

Your audience craves content that’s informative, engaging, and genuinely helpful. Search engines reward content that demonstrates expertise, authority, and trustworthiness. 

So, as stated earlier, stop chasing an arbitrary SEO content length and start chasing value. Craft content that resonates with your readers, answers their questions, and solves their problems. That’s the key to SEO success in today’s digital landscape. 

Need help developing a content strategy that delivers results? Our team of SEO experts is here to guide you every step of the way. Contact us today to learn more about our services and how we can help you achieve your online goals.

Should the Google Search Algorithm Leak Change Your SEO Strategy?

Unless you’ve been off on vacation the past two months (or, you know, just aren’t glued to SEO news feeds like we are) you’ve probably heard about the massive Google Search algorithm leak.  

The short version is this: in March of 2024, thousands of pages of internal Google documents were released to Github, revealing some of the secrets behind Google’s search algorithm – the system that decides which websites show up first in your search results. 

This is a big deal.  

For Google, a company that has prided itself on decades of algorithm secrecy, the leak is a rare and embarrassing misstep – a crack in the tech giant’s armour.  

For the rest of us, this leak is significant because it suggests Google Search might not work the way Google led us to believe. Specifically, it raises concerns that Google might be using more data to rank your website than they’ve let on – things like how often people click on your site, what they do after clicking, and even what they do on other websites. 

Google, of course, is downplaying the whole thing (although they did confirm that the documents are real). They say the info is outdated and taken out of context. 

But let’s be real: Google isn’t exactly known for being an open book about how their search engine works. So, the details in these leaked documents could be one of the few glimpses we get at what really goes on behind the scenes. 

What does this all mean for your small or mid-size business? Should you be scrambling to change your SEO strategy? That’s the million-dollar question we’re here to tackle.

Unpacking the Massive 2024 Google Search Algorithm Leak

The leaked documents in question were confirmed to be the blueprints for Google Search’s Content Warehouse API – the system that stores and processes tons of data about websites. 

While the documents don’t give away Google’s entire formula for ranking websites, they do reveal some intriguing points that hadn’t been confirmed up until now: 

1. Google seems to be sizing up websites based on some kind of authority rating.
2. How users click on your site in search results and how long they stick around might mean more to SEO rankings than Google has let on.
3. Google uses data from its Chrome browser to track user behavior across the web (not news) and this might have a big impact on site rankings (definitely news).
4. And much more. The documents hint at all sorts of other factors, from keyword stuffing penalties to special considerations for “Your Money or Your Life” (YMYL) topics like health and finance.

If you’re worried about how your website might be affected, we’re here to help. Don’t leave your online presence to chance – book a free consultation with our SEO team. 

Now, let’s dig into what each of these factors could mean for your website.

1. Google Keeps Proprietary Site Authority Scores – But We Don’t Get to See Them

If you’ve dabbled in SEO, you’ve probably heard of Domain Authority (DA) or Domain Score (DS). These are scores created by SEO tools to predict how well a website might rank on Google. They’re often useful, especially when it comes to competitive analysis, but they’re not official Google metrics. 

Before 2024, Google repeatedly denied using any kind of site-wide authority score like DA or DS to rank websites. They claimed it didn’t exist, and generally discouraged us from fixating on scores put together by third parties. 

Then came the leak… 

Buried within those documents was a clear reference to a “SiteAuthority” score. What the SEO has taken this to mean is that Google does have a way of sizing up a website’s overall credibility, at least in specific subject areas. 

This is a big deal. It means Google might be playing by a slightly different set of rules than they’ve let on. 

Now, we don’t know exactly how Google calculates this SiteAuthority score, or how much weight it carries in their overall ranking algorithm. It might not even work the same way as those scores from SEO tools. 

But what we do know is that Google is paying attention to more than just individual pages. They’re looking at your website, and this SiteAuthority score could be a big part of that evaluation. 

2. Clicks Might Count for More Than We Thought

For years, Google insisted it didn’t use clicks to decide search rankings. But many SEO experts weren’t buying it. They suspected that clicks played a bigger role than Google let on. 

The recent leak finally confirmed these suspicions. Buried in those documents was something called Navboost – an algorithm that tracks and analyzes user clicks. 

So, what’s the big deal about Navboost? In short, it learns from your clicks. It remembers what you clicked on, how long you stayed on a site, and what you did next. This information helps Google figure out which websites are most relevant and helpful for specific searches. 

We first got a glimpse of Navboost during Google’s antitrust trial back in 2023. At the time, Google downplayed its significance, but this leak suggests it might be more important than they admitted.

Here’s what we’ve gleaned about Navboost so far:

• Click Data: Navboost is all about clicks. It stores data on clicks for up to 13 months, learning from user behavior over time.
• Search Intent: It focuses on improving results for navigational queries (like searches for specific websites), but it likely influences other types of searches as well.
• Personalization: Navboost may tailor search results based on your location, device, and past clicks.

The leak basically confirms that user behavior plays a significant role in how Google ranks websites.  It reinforces the idea that creating a positive user experience isn’t just good practice – it’s essential for SEO success. 

If your website is easy to navigate, engaging, and keeps visitors clicking and exploring, Navboost is more likely to see it as a valuable resource and potentially boost its rankings. 

On the other hand, if your site frustrates users or doesn’t meet their needs, Navboost might take note and adjust your rankings accordingly.

3. Your Visitors’ Chrome Data Might Impact Your Rankings, Too

Ever notice how Chrome seems to know what you’re interested in? Well, that’s because it’s quietly tracking your online activities.  

With billions of people using Chrome worldwide, Google’s got a treasure trove of data on how we browse the web. This isn’t new.  

And guess what? The leak suggests they’re using this data for more than just showing you personalized ads. They’re likely analyzing your clicks and browsing patterns to figure out which pages on your website are the most important. This can even influence those handy little Sitelinks that appear under some search results, guiding users to the most relevant parts of your site. 

Now, before you start feeling like you’re living in a fishbowl, let’s address the elephant in the room: privacy. Yes, Google’s data collection methods raise some serious questions. As SEO professionals, we’re committed to ethical practices and respecting user privacy. 

But here’s the thing: understanding how Google uses this data is crucial for effective SEO. It’s about working with the reality of the situation, not necessarily endorsing it. 

The leaked documents hint at just how extensive Google’s data collection is. They’re not just looking at what you do on their own platforms – they’re tracking your clickstream across the entire web. This data helps them paint a detailed picture of your interests and preferences. 

This contradicts some of Google’s public statements about user privacy. But by understanding the true extent of their data collection, we can tailor our SEO strategies to align with the factors that matter for ranking.

Why Should You Care About the Google Search Algorithm Leak?

Okay, so Google’s got some secrets. Why should that keep you up at night?  

Here’s the thing: how Google ranks websites directly impact how many potential customers find you online. And if Google is playing by a different set of rules than they’ve let on, your current SEO strategy might not be as effective as you think. 

This leak gives us a peek behind the curtain, revealing potential factors that could be making or breaking your website’s ranking. It’s like finding out the referee in a football game has a secret preference for one team – you need to know the rules to win the game. 

Staying ahead of the curve is everything in the digital world. You need to keep tabs on how Google Search is changing and adapt your strategies and potentially outrank your competitors. And if there’s reason to believe that Google isn’t always upfront about how Search works – which many SEOs believe there now is – that makes the task a lot more difficult.

So, What Should You Do?

If we’re being honest, there’s no easy answer here. Google’s always been tight-lipped about its algorithm, and this leak hasn’t exactly made things crystal clear. So, take a deep breath – it’s not time to throw your current SEO strategy out the window just yet.

Proceed with Caution, But Don’t Stand Still

While it’s wise to be cautious about making drastic changes based on incomplete information, this leak does offer valuable insights. It’s a reminder that Google’s methods are always evolving, and what worked yesterday might not be the best approach tomorrow. 

The key is to strike a balance. Don’t panic, but don’t ignore the potential clues hidden in these documents.

Focus on the Fundamentals

Even with all this uncertainty, some things remain constant in the world of SEO. High-quality content that provides real value to your audience, a smooth and user-friendly website experience, and a strong reputation with other reputable websites are still the cornerstones of good SEO. 

Like building a house, a solid foundation is essential, regardless of the latest trends in architecture.

The Bottom Line: Your SEO Strategy Needs to Be Proactive

This Google leak is a reminder that it’s not enough to set up your SEO strategy and forget about it. To stay ahead of the competition and maintain visibility, you need to be proactive and adaptable. 

This means: 

• Keeping an eye on industry news and updates, like this leak, to understand how Google’s algorithm might be changing.
• Focusing on fundamentals. Don’t neglect the core principles of SEO – quality content, user experience, and building a strong online reputation.
• Being willing to adjust your approach based on new information and insights.
• Partnering with experts to help you navigate the complexities and stay ahead of the curve.

TrafficSoda, now a part of the awesome REM Web Solutions team, is committed to helping businesses thrive online. Our team of SEO experts stays on top of the latest trends and algorithm changes, including leaks like this one. 

We offer comprehensive SEO services that can help you:

• Analyze the impact of this leak on your website
• Develop a tailored SEO strategy
• Optimize your website for maximum visibility
• Track your results and make data-driven adjustments

The Google leak is a wake-up call for businesses that have been neglecting their SEO. Don’t let this opportunity slip away. Contact us today for a free consultation and let us help you navigate the ever-changing world of SEO.  

Ready to take the next step? Click here to schedule your free consultation and discover how we can help your business thrive.

What the March 2024 Core Update Means for Your Rankings

Leveraging Google Featured Snippets for SEO Success

If you film a product demo or a podcast for YouTube, and you don’t get views, is it anything more than a virtual paperweight? If someone writes a blog and nobody reads it, does it really exist? 

You can painstakingly create exceptional content, but your time and effort won’t mean anything if you can’t get eyes on it.  

There’s a myriad of ways to draw attention to your website. From tried-and-true SEO techniques to connecting on social media, or even the classic touch of a business card, the choices are vast.  

But what if there’s a golden ticket to top visibility? Enter: the Featured Snippet on Google Search. 

Below, we’ll unpack this standout method and offer guidance on how to position your content for Feature Snippets. If you’re looking to have your website standout in one of the most sought after placements on Google search engine results pages, you’ll want to read on.

Contents:

• What is a Google Featured Snippet?
• ​Why Do Featured Snippets Matter?
• ​Types Of Featured Snippets
  • Paragraph
  • ​Numbered List
  • ​Bulleted List
  • ​Table
  • ​YouTube
  • ​Carousel
  • ​Double Featured Snippet
  • ​Two For One
  • ​Accordion
• ​How To Identify Content With Featured Snippet Potential
• ​Optimizing Your Content For Featured Snippets
  • Getting to the Point
  • ​Facts and Data Sets
  • ​HTML Lists
  • ​Tables
  • ​Relevant Pictures
  • ​Image Attributes and Entities.
  • ​Schema
• What Are Some Featured Snippet Best Practices?
  • ​Do the Research
  • ​Discover Your Searchers’ Intent
  • ​Cut to the Chase
  • ​Incorporate a TL;DR Summary
  • ​Publish New Content (and Add Dates)
  • ​Commit to Site Structure Optimization
• ​Thriving in a Challenging SEO Landscape​

What is a Google Featured Snippet?

A Google Featured Snippet gives you information when you enter a query into the search field.  

Note that the snippet isn’t the same as the answer box.  

The answer box appears with a simple answer and without a citation. For instance, if you ask when the Toronto Blue Jays won the World Series, Google would generate “1992” and “1993” in a box at the top of a page without citations. That’s an answer box. 

Conversely, when you click through to the cited website, a snippet gives you a detailed answer. It highlights the extracted blurb–and its location.  

Moreover, the snippet link has an anchor tag to take you to the blurb’s precise page location instead of taking you to the top.  

Are you still having a hard time envisioning a Featured Snippet? Ask Google, “What’s a Featured Snippet?” and one will appear with the definition and a requisite link. Also, underneath the extracted website text, the snippet will actually say “about Featured Snippets.” 

Featured Snippets evolve continually, perpetually adding and trialling new features. 

Up to 23% of Google searches yield Featured Snippets. The longer a search query, the likelier it will generate a Featured Snippet.  

SEMrush research cites paragraph snippets comprise 70% of Featured Snippets, making them–by far–the most popular. An average featured paragraph snippet is around 249 characters or 42 words.

Why Do Featured Snippets Matter?

Why should your business and brand prioritize Featured Snippets?  

Appearing in a snippet means you’re at the top of the search engine results page (SERP). Thus–whether on mobile or desktop–the clickability of your content multiplies exponentially.  

Featured Snippets take up significant real estate on mobile screens – around 50% or more of the available space. Thus, Smartphone and Android users have no choice but to see the featured snipper for their query. 

Note that Featured Snippets are more prevalent with intent-specific keywords (e.g., long-tail keywords) at a given sales funnel stage.

Types Of Featured Snippets

Before moving on to the next section, here’s a breakdown of Featured Snippet percentages (according to SEMrush): 

• Paragraphs make up 70% of Featured Snippets. 
• Lists stand at 19.1%. 
• Tables comprise 6.3%. 
• Videos are 4.6%.

Below is a list of the various Featured Snippet types: 

Paragraph 

A featured paragraph is the first one that pops into most people’s minds when they think of a Google snippet.  

With these paragraphs, Google attempts to answer a search question with extracted text from a page. 

Featured paragraph snippets can also be text from a video description. 

Numbered List 

You’ll see featured number-list snippets explaining how to do something.  

Want a recipe for a homemade chilli or Fettuccine Alfredo? Type in “chilli recipe” or “Fettuccine Alfredo” recipe, and Google will generate a numbered list with the recipes. 

This notion holds for other DIY tasks. Whenever you ask Google, “How do I?” or “How to…” there’s a strong chance that the results will feature a numbered list snippet.  

Bulleted List 

Imagine you want to know the top expert-rated sedans in 2023. If you take this query to Google, it’ll likely yield a featured bulleted list. Generally, you’ll be linked back to a listicle article. 

You’ll typically come across bulleted lists when you want “best of” rankings or generally ranked items. Although, bulleted lists do appear for unranked items and feature lists. 

Table 

Tables will have pricing, lists, data, and rates.  

They’re also precise in providing relevant content based on the user’s needs. A table will organize specific information about the search query and generate its own table (i.e., you won’t find the same table within the linked content).  

Paragraph snippets might be the most prevalent of the bunch, but table snippets hold their own.  

Tables make up almost 30% of all snippets since Google likes to show them off. 

YouTube 

A significant advantage of Featured Snippets is their versatility. You aren’t limited to your website. For example, your YouTube content is more prime material for Google to mine.  

Are you not making YouTube videos? We get that it’s intimidating for some, but the medium is always worth exploring, given the results it yields. Check out this helpful how-to video for making excellent YouTube videos for your business.  

Here are the scenarios wherein Google will feature a YouTube video in a snippet:

• It might show a specific time-stamped clip from your video. 
• Text from your video description might also be used. 
• In fact, YouTube snippets can turn up for any query that needs a Featured Snippet (except tables).

Carousel 

Carousel isn’t only the de facto scene title of Don Draper’s finest moment in Mad Men. 

It’s also a Google Featured Snippet type. 

With carousels, relevant, Google-suggested keywords a user might search for will appear in little bubbles at the top or bottom of snippets. 

Upon clicking a keyword, the user will see the snippet content transform into something else. The search results will also change.  

The carousel snippet appears when a query requires more intensive research or refinement to offer a concise answer. It also shows itself when there’s a different answer after a refinement.  

Moz research cites that around 67% of carousel bubbles appear from websites in the two to ten ranking spots. The last 33% come from non-raking sites. If you missed out initially, the carousel gives you another chance to take some snippet-based real estate.  

You increase your carousel viability by ensuring you’re covering your topics comprehensively.  

Double Featured Snippet 

Google might seem like some omnipotent, ubiquitous, big-brother-type entity. Yet, it’s not all-knowing. It has flaws and can’t always decipher intent and meaning, as seen in how it responds to some search queries. 

That said, as proven by the double-Featured Snippet, Google covers its bases, even when it’s not 100% sure about the information a user seeks.  

In short, Google displays two Featured Snippets instead of one when the user’s intent is a bit murky. While “unclear intent” can have many meanings, instances include when keywords have multiple interpretations, contexts, and definitions.  

Here are a couple of points to keep in mind with double-Featured Snippets:

• They increase your chance of being featured by 100%.
• Spots three through ten experience exponentially reduced click-through rates due to these double-Featured Snippets.

Two For One 

The two-for-one snippet might sound similar to a double-Featured Snippet, but they couldn’t be any different. 

Two-for-ones occur when Google cites two websites to answer one question. For instance, they’ll take an image from one company’s YouTube video and text from a different brand’s website.  

Most queries calling for a two-for-one snippet require answers best conveyed with images. 

Accordion 

Do you ever notice a “people also ask” tab popping up when you make a search query?  

This feature is very similar to the accordion snippet. 

Such a snippet applies to queries involving topics that require more information, and the answer can’t be offered in a paragraph or table. 

Accordion Featured Snippets include multiple collapsible tabs.

How To Identify Content With Featured Snippet Potential

If you were starring in a rom-com, Google would be your love interest. You’re courting them in hopes of them featuring your content in one of their highly coveted snippets. 

Unfortunately, sending Google a bouquet of flowers won’t work (believe us, we’ve tried!) Even a candlelit dinner will get you nowhere. 

Instead, Google seeks specific qualities within the content it intends to feature. Most crucially, the content itself must be of a high quality. The preeminent search engine in the world has a reputation to uphold. It puts the user experience first on its priority list. 

Thus, anything less than excellent won’t pass the Google Featured Snippet test.  

An appealing, relevant long tail keyword is the other facet of ticking Google’s Featured Snippet box.  

Help your cause by discovering a tantalizing long-tail keyword (pertinent to your brand). Then, make your bid for that Featured Snippet-based real estate. 

That said, creating high-quality content is a tall order. Attracting Google requires many optimization efforts, which we’ll detail below: 

Optimizing Your Content For Featured Snippets

Do you want to get Google’s attention so they’ll feature your content in snippets? If so, the optimization efforts below will prove integral to your cause. 

Write Headers As Questions And With Relevant Terms 

Questions are Featured Snippet fodder.  

After all, Google most often generates these snippets in response to a question instead of more generalized searches. 

It’s always wise to ask, “Can I turn this header into a question?”  

You don’t necessarily want to force it–the questions must be relevant.  

However, let’s say you’re writing something like “The benefits of winter boots.” That can easily be, “What are the benefits of winter boots?” Or “What benefits should I look for in winter boots?” 

What would a “forced version” of the above practice look like?  

Maybe something like, “Who wants benefits from winter boots?”  

While we appreciate the effort and trying to find ways to shape the header into a question, nobody’s going to ask Google such a thing. 

Do your best to put yourself in your target customer’s head. What kind of questions would they ask Google about your content’s topic matter?  

Remember, too, that Google seeks relevant questions incorporating equally relevant terms.  

Type in half a query, and you’ll quickly notice the box below completes that very query with its own predictions. Use that to your advantage to learn the types of questions being asked.  

Here’s a list of relevant questions with relevant terms (we’ll stick with the winter boot example):

• Why are winter boots so expensive? 
• Can winter boots be used for hiking? 
• Do winter boots stretch? 
• Are winter boots waterproof? 
• How do I wash my winter boots? 
• Will winter boots keep you warm? 
• When are winter boots necessary?

Other question words include is, which, who, should, where, and does. These will apply to specific terms in your content but not necessarily to our winter boots example. 

Implement Paid Tools Into Your Content Workflow 

The term “winter boots” used above has its limitations–as do other generic names for products.  

“Winter boot” isn’t useless as a keyword by any means, but it’s evergreen and generalized on its own. A more versatile approach is needed to determine more relevant terms to help you reach a more lucrative audience.  

More to the point, only specific types of keywords rank for Featured Snippets, and other words don’t rank at all. 

Paid tools like SEMrush and Ahrefs provide much of the information required to guide your process. They provide a snapshot of which keywords rank for snippets and which don’t (when another site ranks for it). 

Even if budget is an issue, we suggest investing in paid tools. The return typically vastly exceeds the upfront costs.  

Free tools like People Also Ask or AnswerThePublic will show long-tail question keywords. These will give you a window into the mind of your target customer.  

In fact, these free tools can provide insights into pain points you’ve never considered, going beyond offering keyword information. 

Getting to the Point 

A paragraph snippet is generally your go-to and what you should often aim for.  

Help your cause (and your click-through rate) by providing immediate answers. Don’t beat around the bush–get to the point because it gives the reader/user what they want. 

Once you give your target user the goods (a direct answer), you can sprinkle in other details to further engage the searcher, inspiring them to click through.  

Note that Featured Snippets only show limited lines of text or tables (54 to 58 words).  

Facts and Data Sets 

Facts and data sets apply to list-based snippets. 

Imagine you ask, “Should I wear running shoes or winter boots?” In this instance, you have a comparison on your hands. You can then ask about weather, terrain, temperature, environment, etc. 
The information above can end up on a table. 

You could also ask, “What are the different types of footwear?” In this case, you’ll likely get a list or table offering another data set.  

HTML Lists 

Make life easier for Google’s web crawlers by formatting your page with basic HTML tags. 

Questions and bullet points require <h2> and <H3> tags. <p> applies to paragraph tags for the text. List items include  <ol> or <ul> and <li>. 

Lists don’t necessarily have to be ordered, although it won’t hurt if they are. 

Tables 

Content generated in table snippets tends to be snackable, ordered lists.  

What do we mean by snackable? We mean easily digestible content that quickly and effectively conveys an idea.  

Consider ways to take your current information and repurpose it into snackable lists. That could mean taking non-listicle content you’ve already written and re-writing it as a separate blog–for instance–and turning it into a listicle.  

Relevant Pictures 

Relevant pictures generate the best results when they’re photos or illustrations. However, infographics or diagrams will suffice if you don’t have the former. 

Image Attributes and Entities.

Ensure your images have these attributes and entities:

• Alt tags: 
  • This written copy appears instead of a webpage image when that image doesn’t load on a screen.
• Title names: 
  • This is your image’s name. It tells users and Google what the image is (much like alt tags).
• File names:
  • Implementing the file name of your image gives Google something else to crawl. 
• File formats:
  • Knowing the type of image format offers further help when Google indexes your items.

Schema 

Structured data can be found on around two-thirds of articles containing Featured Snippets.  

Search results and structured data go hand in hand.  

Structuring data is a concise way to provide information, giving users what they want in seconds. Then, they’ll be enticed to engage with your website–known as rich results.  

The optimization tips provided above will give you a significant leg up in appearing in a Featured Snippet.  

However, we can’t make any promises. Turning up in a Featured Snippet comes down to various, ever-evolving factors as well as Google’s always-changing algorithms.

What Are Some Featured Snippet Best Practices?

Below, we’ll highlight some best practices to help increase the likelihood of your content appearing in a Featured Snippet: 

Do the Research 

Dig into the nuances of your desired snippets.  

Determine where Google is grabbing snippets from on featured web pages.  

Ask, “What type of schema markup does the featured content have?” 

It’s time to embrace your inner Sherlock Holmes, investigate these details, and use the information to foster success. 

Discover Your Searchers’ Intent 

Say your keyword is “Best DIY Christmas Decorations.” The results page will likely generate visual content (i.e., videos and images). Thus, your content must be visual to match your searcher’s intent.  

In the above instance, people need images to help with an activity.  

Conversely, someone asking for something specific and factual would have their intent matched by a paragraph snippet.  

Matching your content with intent gets you ranked and featured in snippets.  

Cut to the Chase 

In snippets, Google provides short, concise information, especially for voice query results.  

So, cut to the chase and get to the point, eliminating needless words in the content you wish to be featured in snippets. 

Incorporate a TL;DR Summary 

Your most popular pages should have a “too long, didn’t read” summary at the end (or beginning), including the key takeaways. Prioritize information that yields the most conversions and audience engagement (based on your analytics).  

This small effort can make a massive impact in ranking you for all manner of Featured Snippets.  

Publish New Content (and Add Dates) 

Google wants new, fresh content appearing as Featured Snippets. According to SEMrush, articles no more than two to three years old dominate Featured Snippets, as they’re featured 70% of the time.  

Prioritize the user’s needs by adding the date to your content since most people want to ensure your information is current and relevant.  

Here are the percentages for how frequently dates are displayed in Featured Snippet types: 

• 47% of lists. 
• 44% of paragraphs. 
• 20% of videos. 
• 9% of tables.

Commit to Site Structure Optimization

80% of the time, Featured Snippet content will belong to URLs/website links with a structure similar to the examples below:

• www.example.com/folder1/  
• www.example.com/folder1/page  
• www.example.com/folder1/folder2/  
• www.example.com/folder1/folder2/page  
• www.example.com/folder1/folder2/folder3/  
• www.example.com/folder1/folder2/folder3/page

We don’t necessarily mean there’s a causal relationship here. Having between one and three subfolders won’t necessarily increase the likelihood of having content featured in Google snippets.  

Still, it’s worth noting that longer URLs don’t typically get featured, making one to three subfolders a nice, creamy middle.

Thriving in a Challenging SEO Landscape 

The current landscape for small business owners and in-house marketers is daunting. 

Many fear a recession, meaning customers will have tighter financial belts than usual. Maintaining robust profit margins will require a highly nuanced approach powered by profound marketing insights. 

Leveraging SEO techniques–like harnessing the power of Featured Snippets–will prove invaluable in the coming months.  

After all, getting more eyes on your brand is the best way to combat challenging economic times.

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