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.

Stay Ahead of These Game-Changing 2023 Local SEO Trends (It’s Not Only About AI)

Best SEO Pricing: How Much Does SEO Cost in 2023?

SEO pricing 2023 varies a lot by industry, location, what’s included in the SEO package and more.

Without knowing a lot about your company, it’s hard to give a concrete answer on exactly how much you should budget for SEO in 2023. However, we can give you a general idea.

Based on the average cost of SEO services in 2023, you can expect to spend:

• $2,000 to $7,000 per month for an average monthly SEO package
• $100 to $350 per hour for SEO consulting
• Starting at $2,000 for project-based SEO work

It’s a wide range, we know. A lot depends on the industry and needs of your company, as well as the breadth of experience of the SEO agency you choose.

It’s also important to understand what those numbers mean, because cheap SEO services are almost always too good to be true and cost you more in the long run.

Quality SEO is complex work that requires specialized expertise and tools.

To further help you decide your SEO budget, we’ve broken down the information further. We hope this helps you better understand exactly where your SEO costs should fall. We’ll go over:

1. Why you should invest in SEO
2. What actually goes into pricing an SEO package
3. What a decent monthly SEO package must include
4. SEO consulting: The alternative to a done-for-you SEO package
5. How much small businesses should be spending on SEO
6. Red flags to watch out for when it comes to low-cost SEO
7. Ways to keep SEO costs down without cutting corners

Let’s take a detailed look at how much SEO costs in 2023.

1. Why Should You Invest in SEO?

Fact: organic search accounts for 53% of all web traffic on an average website. Meaning if you’re not showing up in Google Search, you could be losing out on more than half of your potential customers.

And SEO is the most reliable, long-term strategy for getting your website seen by the people who buy what you sell.

That’s not to say it’s a magic bullet. SEO doesn’t work overnight. But when it’s done well, SEO is an incredibly powerful marketing tool that works alongside PPC advertising, social media marketing, and email marketing delivers lasting (and often increasing) value over time.

• Pay-per-click advertisements get your name out there quickly, but at a cost, and that cost fluctuates as the ad auction changes. SEO takes time, but once it’s established, it delivers a steady flow of relevant traffic for free.
• Social media platforms are powerful, but different platforms go in and out of fashion all the time. SEO leverages the value of stable search engines (mainly Google and Bing) that continue to gain influence on our lives.
• Email marketing gives you the freedom to say almost anything, but you can only communicate with existing leads and customers. SEO helps get your message out to new people who are specifically interested in what you offer.

It’s not so much a question of whether SEO pricing is worth it in 2023, but of how much you should invest in SEO based on your business’ needs and goals. Understanding the different types of SEO services available and how those services are priced will help you make an informed decision.

2. What Goes Into the SEO Pricing and SEO Packages?

Pricing for SEO packages largely depends on:

• SEO Agency Experience: You get what you pay for. Seasoned agencies tend to cost more, but they also know what works. They won’t waste your time on unproductive or outdated SEO strategies.
• Project Scope: Large-scale SEO campaigns will not only need more content, but also more labour and resources, while small-scale campaigns have a smaller price tag.
• Location: SEO agencies charge different rates depending on the demand for their services and the number of potential customers or clients in their area. This is where remote work is advantageous for agencies and clients alike — it lets agencies reduce operational costs without sacrificing quality or talent, which translates into cheaper rates for you.
• Pricing Model: There are different SEO pricing models, and each impacts the cost of SEO in a different way. An hourly or project-based model may be more cost-effective for you if you only need a few specific SEO fixes.
• Business Size (Startup vs. Mid-Market vs. Enterprise): Larger enterprises tend to require a broader scope of work, including more extensive website optimization, content writing and link building, so they require more expensive SEO packages.
• Existing SEO Strategy: SEO pricing depends on the state of your existing strategy, including existing website, backlinks, and content. Starting from scratch will obviously require more work and a greater cost since there’s more ground to cover. Having to reverse an existing SEO penalty will also require specialized penalty reversal work before or concurrent with SEO optimization.
• Goals: Want to dominate a particular keyword? Overtake specific competitors? Get a certain volume of traffic per month or year? Your goals play a big part in how much SEO costs, since you’ll need different approaches depending on where you want to end up.

Ultimately, what you budget for SEO isn’t just about what others are spending. Instead, it’s about what you need and want from your SEO campaign.

3. What Does a Monthly SEO Package Include?

A monthly SEO package usually includes a mix of SEO tactics to support an SEO strategy created based on your business’s current SEO standing (rankings, work already completed, penalties, etc.), goals, budget, and competitive landscape.
An SEO package priced at the higher end of the SEO pricing spectrum ($7,000 per month) will include more services than one at the lower end ($2,000 per month.) It could also include going after more, or more competitive, keywords.
When a company is new to SEO and starting from scratch, monthly SEO services will likely include research and setup tasks that lay the groundwork for success, including:

• Keyword and competitive research
• SEO Audit (on page SEO, technical SEO, off page SEO)
• Set up analytics

After the foundation is laid, monthly SEO services tend to transition to technical fixes that improve the health of your website to maximize SEO results, including:

• On-Page SEO fixes
• Off-Page SEO fixes
• Technical SEO fixes

Afterward, the focus generally shifts to ongoing optimization and content creation. Depending on your needs, it might take the form of a specific number of content pieces per month, or ongoing on-page and off-page SEO optimizations.
Overall, what a monthly SEO services package includes is subject to your company’s current and future goals, as well as your budget. Get in touch to learn more about the SEO services we can provide you on a monthly basis within your budget.

4. What’s Included in SEO Consulting?

If you already have an in-house marketing team with some SEO or content writing experience, you may be able to benefit from SEO consulting services, including:

• SEO Audit: The first step in implementing an SEO strategy is a detailed SEO analysis of your website that identifies exactly what’s preventing you from getting the results you want.
• SEO Recommendations: Second opinion on your current SEO plan with recommendations on tactics and keywords, etc.
• SEO Training: Providing training on SEO content, linking, technical SEO, and other SEO tactics to your in-house marketing team.
• SEO Implementation: Usually project-based services which can include fixing an SEO penalty, performing SEO audits and fixes, working on keyword projects, and compiling reports as needed

If you’re not sure if you need SEO consulting or a full SEO package, we offer free 20-minute consultations — for those who are interested in learning more about our professional SEO services without the commitment.

5. What Should SEO Cost a Small Business?

There is no reason why a small business can’t invest in SEO, even if you’re starting with a smaller budget.

In fact, small businesses can often benefit the most from SEO since they can’t just throw money at advertising like their large competitors can.

Generally, a small business’s SEO costs fall within this average range:

• $2,000 to $7,000 per month for a monthly SEO package
• $100 to $350 per hour for SEO consulting
• Starting at $2,000 for project-based SEO work

SEO agencies usually offer tiers of service, with the most comprehensive option costing more than the most basic.

Small businesses that are just getting started in SEO often start with a smaller package that includes things like keyword research, monitoring, and a focus on a small number of realistic keyword targets , then scale up once they see results.

6. Are Cheap SEO Services Worth It?

We mentioned above that you can expect a monthly SEO package from a professional SEO agency to range from between $2,000 and $7,000 per month.

Professional SEO Consulting runs from $100 to $350 per hour.

What if that’s just too much? Is it worth digging to find an even cheaper SEO service?

Here’s why the answer is always no.

While they may seem like a great deal at first, cheap SEO services often use manipulative tactics that go against search engine guidelines and cost you more in the long run.

Google and Bing are well aware of these shady practices. In fact, they deploy advanced machine learning algorithms to actively hunt down and penalize websites that use manipulative black hat SEO practices.

That can cause you to lose traffic, get blocked-listed, and potentially forfeit all of your future search traffic to your competitors.

Cheap SEO services are a huge risk to your company and brand so it’s important to know how to avoid them. The biggest red flags that you’re dealing with shady, cheap SEO providers include:

• Big Promises for Low Price Tags: Long-term SEO success takes a lot of manual work that can’t be done on a budget. You either have to settle for a small number of keywords or pay more later for the work that needs to be done.
• No Long-Term Strategy: Cheap SEO companies offer short-term solutions, but this isn’t realistic. Either they aren’t doing their job or they’re just looking to get quick and easy money from unsuspecting customers.
• No Transparency: Having visibility over the SEO process allows you to assess the results and make necessary changes. Never trust an SEO company that isn’t transparent with you.

If you’re looking for a quick fix to your online marketing strategy, don’t fall for cheap SEO pricing. Contact a reputable agency and see what can be done quickly and on your budget.

7. How to Keep SEO Costs in Check & Get the Best ROI

You don’t want to risk your business’s success by hiring an agency that offers SEO on the cheap.

At the same time, quality SEO doesn’t have to break the bank.

If you’re on a tight budget, making smart decisions in a few key places can help keep your costs down in order to get the most bang for your buck.

Here’s a quick lowdown on keeping costs in check while still getting the best SEO ROI:

• Focus on High-ROI Keywords: The best keywords to target aren’t always long-tail keywords or even competitive keywords — just the words and phrases that have the best chance of producing a good return on investment for your business. Any SEO work you pay for should start with solid keyword research to inform decisions about what to target.
• Test Keywords with Advertising First: Keyword research is important but not always foolproof. One way to test the viability of target keywords is to bid on them through paid search (e.g. Google Ads) before investing in SEO for that same keyword. That way, if the keyword turns out not to be profitable, you won’t waste your time or money chasing it organically.
• Keep an Eye on the Competition: Studying what your most successful competitors are doing can provide valuable insight on your own SEO strategy. Always insist on competitor research as part of your SEO package.
• Play the Long Game: SEO is a long term investment and it’s important to be realistic about ROI. This is especially true for small brands who may need a little more time than larger brands to rank their content. You should be prepared to invest in SEO for at least 6-8 months to see results. If you don’t have enough time or budget for that, stick to other digital marketing tactics like PPC or email marketing to get your brand in front of the right people sooner.

At TrafficSoda, we are committed to helping you get the best ROI with a strong, strategic approach. Get in touch to learn more about SEO pricing and how businesses can keep their costs low while still achieving solid results.

Want More Specific SEO Pricing? Request an Estimate to Find Out How Much SEO Will Cost You in 2023

The average cost of professional SEO services ranges between $2,000 and $7,000 per month for a monthly SEO package, or between $100 and $350 per hour for SEO consulting.

SEO pricing in 2023 varies depending on the scope of your SEO needs, the competitive landscape, and your goals, as well as external factors like location.

If you’re still not sure how to budget for SEO in 2023, we’ll do the hard work for you. Contact us now for an estimate of what you can expect to pay for professional SEO services tailored to your needs.

2023 SEO Checklist: 7 Expert Tips to Guide Your SEO Strategy

Is SEO Worth It? How to Measure SEO Return on Investment

If you‘re here to learn how to measure SEO return on investment, then you’re already on the right track ‒ because you’re thinking about what actually matters. 

Sure, marketers can talk all day about how great SEO is…  

But let’s be realistic: the only real way to know if SEO is worth it to you is to calculate its return on investment. 

Yes, it is possible to reliably measure the impact of SEO on your bottom line. In fact, it’s much simpler than some marketers make it out to be.  

We’ll tell you exactly how to measure the ROI of your SEO, step-by-step, so it’s easy to know if SEO is worth it for you.

How to Measure the ROI of SEO ‒ and the Impact of SEO on Your Bottom Line

It’s all too common for business owners to invest in some form of SEO and, at the end of the day, have no idea if that SEO is actually worth it…or if it’s money going to waste. 

It doesn’t help that some marketers claim measuring the ROI of SEO is impossible. They’re either wrong, or dishonest. 

As long as you have the right data, the formula you use to calculate SEO return on investment is pretty straightforward.

Here’s a quick and easy formula you can use to determine whether SEO has been worth your money in a specific period:

• (Value of Conversions – Cost of SEO) / Cost of SEO

There it is. And in the rest of this article, we’ll explain exactly how to get the data you need to fill in this formula. 

Of course, we’d be lying if we said there are no challenges involved with calculating SEO return on investment. We’ll also help you cut through those challenges so you get the clearest possible picture of your SEO return on investment. 

But first, let’s grab the data we need to measure the ROI of SEO.

Step 1: Determine the Cost of Your Investment in SEO

First, you have to calculate how much SEO cost you over the timeframe you want to measure. 

When you work with a professional SEO agency, this step is as simple as it gets. You can find out how much you’re paying just by looking at the bill.  

If you do all your SEO in-house, or a hybrid of in-house and agency SEO services, the breakdown will be more complicated. Some of the costs you’ll need to factor in include:

• Any in-house staff who contribute to on-page and off-page SEO, including content creators and copywriters
• Web designers and developers who contribute to technical SEO, as well as setting up SEO tracking like Google Analytics (more on that later)
• Monthly or annual subscriptions to SEO tools like SemRush, Ahrefs, or anything else you use for traffic analytics, site auditing, keyword research, list management, etc.

When you add these costs up, you’ll have a figure that can be used in your SEO ROI calculation.  

Remember that these costs may change monthly. Don’t forget to take those changes into account when measuring your SEO return on investment for a specific timeframe.

Step 2: Measure Conversions From Organic Traffic

In a nutshell, organic traffic is any traffic to your website from a search engine that you don’t pay for directly.  

Whenever someone clicks on your site in Google search results ‒ as long as it’s not one of your ads ‒ it’s organic traffic. 

Since SEO is all about boosting organic traffic, conversions from organic traffic provide one of the best metrics for measuring the ROI of SEO. 

To get that number, we recommend using Google Analytics to track your organic conversions. You can use it for free and it just works. 

The way you set this up will depend on the way your business and website work, and we won’t go into too much detail here. Setting up conversion tracking correctly is extremely important, so we recommend getting help from an experienced developer or digital marketer. 

Once you have Google Analytics tracking your conversions, calculating the value of SEO conversions is a breeze:

• For sales made on your website, simply segment conversions by channel and look at revenue for organic traffic. Narrow down the timeframe and you’ve got your number.
• For leads that come in through your website, this is trickier, because the actual conversion happens offline and not every lead converts. You need to assign a value to your leads overall and use that as your value. Best practice is to base that value on the average lifetime value of a customer multiplied by closure rate %.
  
  

Step 3: Use This Formula to Calculate SEO Return on Investment

After you’ve collected your data, plug it in to this formula to calculate your SEO return on investment: 

• (Value of Conversions – Cost of Investment) / Cost of Investment

Here’s an example.  

Say that organic traffic got you $100,000 in revenue over one year, and that the costs associated with SEO during that time were $20,000.  

Put these figures into the formula above and we get: 

• ($100,000 – $20,000) / $20,000 = 4

So for every $1 you spent on SEO, you got $4 back. This means you’re getting a 400% return on investment.  

Using this formula, you can calculate the ROI of your SEO campaign over any timeframe you choose, as long as you know both the costs and the returns.  

You can then use this data to help determine whether SEO is worth it for you or not…with a couple of important caveats.  

We’ll look at those caveats next.

3 Challenges of Measuring SEO Return on Investment

Real-time conversion tracking has made it easier than ever to reliably measure the return on investment of your SEO efforts.  

However, not even the best tracking tools can perfectly measure every facet of your organic search traffic. SEO is a time-consuming and complicated process with many moving parts. 

Because of this, quantifying SEO return on investment will always be a bit of an art as well as a science. 

Here’s what you need to know about the tricky part of measuring SEO and its ROI:

Challenge 1: SEO Costs Are Complex

First, measuring SEO ROI can be tough because of the sheer number of variables that contribute to a successful campaign. 

An effective SEO campaign is based on a number of variables, from high-quality content, to link building, to technical SEO and more. 

Having an agency handle your SEO makes quantifying these costs a breeze. You know how much you’re paying them, so use that figure in your calculation.  

Tallying the costs of your internal SEO efforts is harder. 

While PPC advertising has clearly identifiable click costs, SEO is about earning clicks rather than buying them. Those clicks are technically free. But the SEO you spend to get them isn’t. 

You have to consider things like the cost of in-house labour (which you can break down by individuals or tasks), the SEO tools you use, and all the time you or your managers put into running that team smoothly. 

It’s a lot, and you’ve got to get it right if you want a true picture of your SEO ROI.

Challenge 2: SEO Takes Time

When you’re doing SEO, it can be hard to tie specific investments and returns to work that was done in a specific timeframe. 

That’s because it can take a long time for SEO to pay off. Quick wins are certainly possible, but there’s no guarantee.

From our experience and that of other reputable SEO agencies, we can estimate it will take 4-6 months for SEO to start ‘working’, meaning it begins to produce measurable results. 

So, the simplified principle of comparing returns and investments over the same period does not quite work. It gives you a solid idea of whether things are working, but it’s not 1:1. 

One way to get around this is to calculate ROI on a category, page, or keyword level, rather than an arbitrary time period, as Ahrefs describes here. 

To learn more about SEO timelines, check out our blog post on how long it takes to get SEO results.

Challenge 3: Even ‘Perfect’ Conversion Tracking Isn’t Flawless

This problem isn’t specific to SEO.  

But SEO is no exception. 

The simple fact is that customer journeys are often more complex than any tracking software makes them seem.  

Yes, Google Analytics will tell you if someone converted after visiting your website through an organic search. However, there may be things going on behind the scenes that you aren’t aware of or can’t track.  

For example…say you watch a YouTube video about an interesting product. Then you Google that product, go to the website, and buy it.  

Organic traffic gets 100% of the credit for that conversion…but it was really the YouTube video that got you there, wasn’t it? 

Here’s another example with the opposite effect. Say you Google a product on your phone, find the website, and make a mental note of it. Later, you fire up your laptop and visit the website directly by typing the URL in your browser, and buy the product.  

Since you switched devices, direct traffic gets 100% credit…but wasn’t that really an organic conversion?  

You can see how customer journeys can twist and turn in ways that can skew your attribution.  

So, no matter how well your Google Analytics is configured, you cannot always pinpoint exactly how many conversions you owe to SEO. 

The more traffic and conversions you have, the more accurate it becomes, but it will never be perfect. 

This begs the question: why even bother?

What You’re Missing If You Aren’t Measuring SEO Return on Investment

Put simply, not measuring your ROI is almost as bad as not doing SEO at all. 

In spite of the challenges of measuring SEO ROI to pinpoint accuracy, you’re missing out on a lot of valuable data if you don’t do it at all. 

The average business generates 53% of its traffic through organic search. Meaning that SEO does have an impact on the bottom line for most businesses. You can’t afford to ignore it. 

And unless you know your return on investment for every dollar you spend on SEO, you can’t decide which strategies are working best, which you should scale, and whether something’s wasting your money. 

Since SEO is a long-term strategy that generates results over time, you may not see a positive ROI right away. But once you’re past that, SEO will begin to deliver a return and can continue to pay dividends for years to come. 

When that turning point comes, you won’t know it unless you’ve been actively measuring the ongoing ROI of your SEO work. And if you don’t know, you could end up pulling the plug on a profitable strategy just when it’s getting started.

If you need help moving the needle on your website’s search rankings, we are happy to help. Get in touch with our SEO Team to learn more about our services here at TrafficSoda.

On-Page vs. Off-Page SEO: Know the Differences for Best Results

SEO Timelines: How Long Does It Take to Get Results?

You might have heard that search engine optimization (SEO) is a quick and easy way to get

Here’s why that’s wrong.

The truth is…once upon a time, SEO could work quickly.

But as search engine algorithms have evolved and the online space has become more competitive, the SEO landscape has changed drastically.

Every business owner wants to see results come quickly. But when it comes to legitimate, proven SEO strategies, results simply don’t happen overnight.

Any agency that says otherwise is not to be trusted.

Below, we’ll cover the real factors that will affect how long it will take for SEO to get measurable results for your business, as well as the minimum time investment to really get your money’s worth from SEO.

How Long It Takes for SEO to Generate Leads and Sales

When it comes to SEO, business owners often ask, “How long does it take for SEO to work?”

Which usually means, “How long before I rank #1 in Google?”

This is the wrong question to ask because ranking #1 in Google isn’t the end goal. The goal is to generate qualified leads and sales opportunities.

In other words, organic search traffic is only as valuable to your business as the revenue it generates.

The real question that you should be asking is, “When will SEO start generating sales and leads for my business?”

Based on our experience and that of our colleagues at other reputable SEO agencies, we can give an estimated timeline of 4-6 months for SEO to begin producing some form of results, which could include:

• Overall improved average ranking
• Website being indexed for more keywords
• More traffic to your website and opportunity to close that traffic

The above timeline represents our average client experience. This is when things start to work, but not necessarily when you achieve your end goal.

There are numerous factors to consider when determining when you can expect to begin seeing SEO generate results. It would be impossible to cover them all in detail here ‒ but some of the most significant factors are:

1. Competition for high-priority keywords
2. How effective are the site’s inbound links
3. Healthy, SEO-friendly site
4. Regularly published content on the site

1. Importance of Competition in SEO Timelines

Generally, the more competing websites that your business is up against, the harder and longer it will take to see your website climb to the top of search engine results.

In a crowded industry, many of your competitors will have experienced SEO professionals behind them to improve and maintain their rankings. Understanding the level of competition based on your products/services and location will help you get a sense of how long it will take for SEO to get results.

For example, a small local massage therapy clinic will face less competition than a real estate brokerage business serving a large city, amongst many other real estate brokerage businesses. That same brokerage would face less competition than a national-level mortgage company with competitors in every market in the country.

Search results are all relative, and that is the key to understanding why SEO works differently for different businesses online

2. Importance of Inbound Links in SEO Timelines

Acquiring more inbound links will help your business achieve the SEO success you are striving for more quickly… but it is not all a numbers game.

Quality over quantity, like most things, is always the way to go. Having fewer, high-quality links from relevant websites will have a much greater impact on your overall results than having a greater number of low-quality links from other irrelevant websites.

Acquiring higher quality links are much harder to earn, having them on your website will make it more difficult for your competitors to replicate and compete with you. As well, higher-quality links last longer and keep their effective power.

The speed in which your business online can acquire links takes time, make sure to look out for any abrupt increase in links. This could identify an inorganic attempt at a manipulative ranking and negatively affect your business’ SEO.

3. Importance of a Healthy SEO-Friendly Website

SEO isn’t just about keywords and content. Your website’s internal workings also have a big impact on how it ranks.

When your website appears on a Google search results page, it becomes part of what Google offers its users. And Google cares a lot about its users’ experience.

So, a big part of its search ranking algorithm is focused on checking the ‘health’ of your website. It looks at technical aspects of the site that have an effect on the user experience, like:

• Site speed
• Crawl errors & broken links
• Mobile friendliness
• Site structure
• Navigation
• txt
• Sitemap

When your site is healthy and SEO-friendly, the work being done on the content and external links side takes effect much faster. On the other hand, a site that is not technically optimized for SEO will move slowly or not at all.

4. Importance of Content in SEO Timelines

Quality content published on your website plays a vital role in how quickly you will see SEO results.

There isn’t a set length/word count for SEO optimized content. It just has to be long and detailed enough to solve the visitor’s problem.

Along with quality content requires consistent content. Maintaining a publishing schedule will encourage Google to come back to your website to read and learn more about your expertise. It also encourages users to return, suggesting a positive user experience that Google’s signals will notice.

If you focus on producing helpful content that answers specific questions your target market may have, you will see results. Users will come, have a great experience and build trust with your brand (possibly reaching out) and Google has more information about you to determine where else you can rank.

SEO Timelines Then vs. Now

To explain why SEO doesn’t happen overnight, it helps to recognize a crucial difference between the early SEO landscape and what we see today.

Old SEO: When Low Competition Got Big Results

In the early days of SEO, it was possible to skyrocket a website’s search ranking by identifying and optimizing for a small number of high volume, low competition keywords.

The trick was to target keywords that were popular, but not competitive.

You could build an entire strategy around these ‘golden’ keywords, climb to #1 in the rankings, and have most of your traffic come from them within a few months.

Nowadays, it’s extremely rare to find a single keyword or small group of keywords that can drive a lot of traffic to your site.

People just don’t search like that anymore. Plus, the web is way more competitive today than it was in the early 2000s. There are nearly 2 billion websites today, compared to just 17 million in 2000, an increase of nearly 11 thousand percent.

New SEO: Targeting the Long Tail

Today, people are adding more words than ever to their searches to get faster, more specific results.

They’re asking specific questions that they need answers to, rather than searching individual keywords and seeing what comes up.

We call these searches long-tail keywords. And search engines like Google and Bing have gotten very good at delivering long-tail keywords relevant results.

Long-tail keywords are:

• Easier to rank for, because they’re less competitive
• Generate more revenue, because they’re more specific
• Account for a higher search volume in total than shorter “golden keywords”

Today, generating search traffic that brings you leads, sales, and revenue means curating a larger number of natural language or long-tail keywords searches that grow and change over time.

Is SEO a Good Investment?

When you have the funds and stamina to be patient with the results, as well as stay in the game for the long haul, SEO is an incredibly powerful marketing tool that all businesses should invest in.

A minimum of 4 to 6 months of SEO services will allow you the time and money to see the results that you want. For businesses that do not have a budget for SEO services for up to a year, we recommend a few key steps regardless:

1. Make your website SEO and user friendly – you may need a professional to help with this as a one-time project
2. Work on building out good quality content on your website if you build genuinely helpful content to your target market, it will pay SEO dividends down the road
3. Consider using additional funds towards paid advertising to start generating traffic to your website

It’s important to remain patient throughout the SEO process. When businesses fail to see results after a couple of months of SEO services, they are tempted to give up ‒ when they could actually see results in a matter of weeks. We often refer to this time period as the “trough of sorrow” in the industry.

We as agencies or individuals cannot control a lot of the SEO process. We don’t control Google, their algorithm, or what competitors do. The only thing we can do is understand what Google is looking for, give them what they want, connect with our customers and give them what they want, and we will start to see results.

SEO is not only a science, but also the art of adapting to changes in the industry.

Remember that SEO results increase over time, not overnight. Your results should be significantly better after 12 months than they were after 6 months.

To get the results that you need online for your business, professional SEO services are OFTEN worth the time, energy, and money that you invest.

If you would like more information about our SEO and digital advertising services, please do not hesitate to contact our SEO team here at TrafficSoda.