SEO Blog Optimization Checklist

Posted on October 11, 2023 by Eric Van Cleave

SEO Blog Optimization Checklist

The primary goal of any blog is to create unique and useful content. The strategies outlined here are designed to get content found in search engine results and help to build the reputation of the author of the blog content. The following is a very basic checklist designed to help with SEO Blog Optimization.

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Keyword Research

If you use tools from Google, Ahrefs or SEMrush, keyword research is a vital start to your blog process. It is the basic step of understanding how many searchers are interested in your blog topic, how competitive the keyword or keyword stream is in search results, and what related topics may be available to optimize in your blog post. It is also wise to check trending topics in search for the terms that you have chosen to optimize.

Quality Content

Content should use short sentences, short paragraphs and use simple words whenever possible. The content should be easy to read and convey a useful message. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is also very important under current Google Guidelines. Be sure to write about what you know. Most of our blog topics are inspired by questions we get from our clients. Don’t be afraid to update past content as it becomes outdated.

On Page SEO

It is vitally important to create the following to optimize your blog post: Title tag that contains the keywords and geo targets, a compelling and descriptive meta description to let online searchers see what your blog post is about and want to get the information that you provide in it, H1 tag that includes your target keywords and matches the Title Tag, alt text for images on the post-again to match your target keywords, and please include links to valuable information that matches the blog post on your website.

Backlinks

If you are optimizing for competitive keywords, you may consider building quality backlinks to fully complete SEO Blog Optimization. The links should be from relevant sites-a great guideline is to only build links that a human being is likely to find in relevant online searches and use to reach your content.

Conclusion

This checklist is not meant to be exhaustive, but rather to introduce you to the general practices for SEO Blog Optimization. For a more in depth discussion of this topic please see optimizing your blog for SEO on SEMRush.

I know that our firm struggles with being consistent with blog posts, but that is one of the keys to success and staying relevant in search results.

If you have additional questions about SEO, please see our white paper on Local SEO Optimization

Eric Van Cleave is CEO and Digital Director for Zenergy Works, A Santa Rosa California SEO Firm.

SMS Marketing: How to Get Started

Posted on April 22, 2022 by Eric Van Cleave

How to build an SMS Marketing List

I have heard from many clients who are eager to get started with text message marketing because they’ve heard SMS messages have a 98% open rate. Unfortunately, that statistic doesn’t tell the full truth about how SMS marketing campaigns work.

The first step is to build an SMS marketing list. According to the Mobile Ecosystem Forum, only 25% of smartphone users want to receive marketing messages via text. The 25% of customers who will sign up right away can’t come at the expense of the other 75%.

Building an SMS marketing list requires clear communication with customers before they will be ready to enter their phone numbers into a form. It’s about building trust through transparency and then giving your customers a reason to subscribe.

6 TIPS FOR GETTING STARTED WITH SMS MARKETING

1. Find a platform

Any SMS marketing plan starts by finding a platform to help you manage your SMS list and stay in compliance with the Telephone Consumer Protection Act (TCPA).

2. Check your TCPA compliance

The TCPA, which applies to marketing calls and text messages, makes it illegal to contact consumers without explicit consent. The best way to comply with TCPA is via a double opt-in process. After someone adds their number to receive SMS marketing, send a text with a code they must use to receive further communications.

Here are some of the TCPA guidelines to be aware of:

To be compliant, texts must be sent between 8 AM and 9 PM in a customer’s local time zone.
You can’t send a marketing text messages to anyone on the national Do Not Call registry.
Every message must include your company’s name.
Every message must tell users how they can opt-out.
13 states (AZ, CA, CO, CT, FL, IN, NJ, ND, OK, RI, UT, WA, and WI) have their own laws governing text messages. Review the applicable laws to make sure that you are in compliance.

3. Be transparent about your plans for SMS

Avoid customer annoyance by clearly communicating what someone is signing up for before asking for their phone number. Tell your customers how often you’ll text and what you’ll send them.

The best way to communicate this clearly is to set up a page people can visit to learn the details of your texting program and your privacy policy. You can then send the link to customers as part of the opt-in message, so they’ll know all the terms before joining the list.

4. Build an SMS list

You’ll want to consider how to drive sign-ups through all marketing campaigns on your:

Website
Emails
Social media

As a rule, the easier it is to opt-in to your SMS list, the more likely people will do it. Try pop-ups or a form embedded in your email.

You can also build your SMS list during in-person interactions. Offering consumers a chance to sign up while they’re browsing your store or at the checkout register gives them the opportunity to ask staff about your program. If you attend or host events, consider setting up a phone number collection program there.

Keyword campaigns instruct customers to text a certain word or phrase to your short code to sign up for your text message list. They’re one of the most popular ways to get sign-ups, likely because they work well across all mediums.

5. Give your customers a reason to sign up

Your customers won’t sign up if they don’t have a good reason to do so. Make people excited to join your SMS list by offering a reward for signing up. Here are some incentives that have worked for others:

Offer a VIP club or insider program

Your most loyal customers will love a program that offers them ongoing perks. The benefits of your VIP program will depend on your brand and sales model, but it should offer perks your customers can’t get any other way. Access to pre-sales, birthday rewards, and free shipping are all great options.

Exclusive text message deals or contests

You can also create an ongoing text message deals program with offers exclusive to those on your SMS marketing list. You may also run contests for prizes that are also exclusive to those on your SMS list.

6. For best results, combine SMS marketing with other channels

SMS is great for certain marketing efforts, but its limits to message length (160 characters) and reach mean that it can’t do everything for you. You will not abandon email marketing for SMS marketing in most instances, but your marketing strategy should constantly evolve to communicate with your customers through the medium that is most comfortable for them.

Google My Business: Vicinity Update

Posted on February 14, 2022 by Eric Van Cleave

A new Google Algorithm update, currently referred to as the Vicinity Update, which primarily affects Google My Business Listings, was rolled out by Google between approximately November 30^th and December 8^th of 2021. Google confirmed the update on December 16^th.

The primary effect that this update has had on rankings is that proximity to the search has become a more important factor, making it more difficult for a business to rank for searches far away from their business location. Previously, this could be accomplished through the use of keywords within the listing and creating strong rankings in SERP (search engine results page) in locations farther away from the location of the business.

At about the same time that the Vicinity update was released, Google made design changes to the local pack, or listing of Google My Business Listings in SERP. The redesigned results will feature a list of three results on the left with a map on the right. The old design—which features three results below a map, has been in place since at least 2016.

Google’s guidelines have not changed much, the algorithm determines SERP results based on relevance, distance, and prominence. Google also suggests that in order to boost visibility, local businesses should:

Verify locations
Add photos
Manage and respond to reviews
Enter complete data

As always, Google’s intent with the update is to improve search results for local search. Unfortunately, many local businesses have suffered because of the algorithm change. To survive and thrive, local businesses will have to continue to adapt to the landscape and closely adhere to the guidelines in order to achieve sustainable search success.

Please reach out to us directly at www.zenergyworks.com if you have any questions on this or any other SEO or digital marketing questions. We will always do our best to help.