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Does AI and Free Customer Support Make Digital Agencies for Google Ads Obsolete?

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Does AI and Free Customer Support Make Digital Agencies for Google Ads Obsolete?

With the rapid rise of AI-driven tools and Google’s free customer support options, many business owners are asking: Does this mean digital marketing agencies are no longer necessary? As a digital marketing agency ourselves, we’ve seen firsthand how the landscape is evolving. While AI technology can offer some automation and insights, the personalized expertise and strategy that agencies provide are far from obsolete.

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The Role of AI in Google Ads

Artificial intelligence (AI) is a powerful tool that can analyze data, predict trends, and even automate portions of your Google Ads campaigns. Google’s AI-powered tools, such as Smart Bidding and Performance Max, allow businesses to set objectives and let machine learning algorithms optimize for the best results.

But as useful as these tools are, they have limitations. AI can’t know your business the way you do, nor can it fully understand the nuances of your customer base. It’s a fantastic enhancement for your strategy, but it’s not a replacement for human insights. A digital marketing agency can leverage AI to your advantage, combining automation with a personalized strategy tailored specifically for your business.

Free Google Ads Support: How Far Does It Go?

Google offers free customer support to help businesses set up and optimize their Google Ads accounts. While this support is certainly helpful, it’s often limited to generic recommendations. The free support typically provides broad guidelines but lacks the in-depth understanding of your business that’s necessary to maximize your ROI.

When you’re running a small campaign, free support might be enough to get by. But as your ad spend increases, so does the complexity of your campaigns. Understanding bidding strategies, ad extensions, audience segmentation, and conversion tracking requires a deeper level of expertise.

The Value of a Digital Marketing Agency

Here’s where a digital marketing agency comes in. A good agency doesn’t just set up a campaign and forget about it. We continuously monitor performance, tweak strategies, A/B test different approaches, and adjust to changing algorithms and market trends. We offer services that go beyond what AI or free customer support can provide, including:

Improving your is crucial. Focus on:

  • • Tailored Strategy: Every business is unique. A digital marketing agency builds a customized approach based on your specific goals, budget, and target audience.
  • • Multi-Platform Expertise: Most agencies don’t just specialize in Google Ads. We have expertise in platforms like Microsoft Ads and can craft strategies that work across multiple advertising channels.
  • • Data-Driven Insights: While AI can analyze data, agencies provide context to those numbers, drawing conclusions that shape more effective campaigns.
  • • Ongoing Optimization: Google Ads is not a “set it and forget it” platform. Campaigns require constant adjustments to achieve optimal performance. An agency ensures your account is always being refined for better results.

Why Business Owners Shouldn’t Rely Solely on AI and Free Support

Business owners who manage their own Google Ads may find that AI tools and free customer support are useful for smaller budgets or simpler campaigns. However, as businesses scale, the need for a strategic partner becomes increasingly evident. Digital marketing agencies bring a holistic view of digital marketing—one that combines the strengths of AI with the personalized service and attention to detail that free support simply can’t match.

It’s not a matter of choosing between AI and a digital marketing agency; it’s about how AI can be used in partnership with expert marketers to get the best possible results for your business. A digital marketing agency can maximize the capabilities of AI, while also offering you the human touch needed to connect with your audience effectively.

Final Thoughts: AI and Human Expertise Are Better Together

The notion that AI and free customer support will make digital agencies obsolete is premature. In fact, the most successful campaigns often arise from the partnership between AI, human expertise, and tailored service. By working with a Google Ads agency or Microsoft Ads agency that understands how to blend cutting-edge AI with personalized attention, you can achieve results that far surpass what either one could do on its own. Feel free to reach out for a if you need an evaluation of your Google Ads account.

At Zenergy Works, we stay ahead of these changes. Our team specializes in crafting customized, data-driven strategies that make the most of Google’s tools and AI while maintaining the personal touch that drives long-term success.

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What To Do If A New Competitor Enters Your Market

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What To Do If A New Competitor Enters Your Market

When a new competitor steps into your market, it can feel like a threat to your established place in the industry. However, with the right approach, especially in your digital marketing and SEO strategies, you can not only maintain your position but potentially even improve it. At Zenergy Works, we specialize in transforming these challenges into opportunities through expert SEO and digital ad management.

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Understand Your New Competitor

The first step is to thoroughly understand who your new competitors are. What products or services do they feature?  What are their strengths? Where do they lag behind? Use digital tools like SEMrush or Ahrefs to analyze their SEO strategies, and social media engagement metrics. 

Evaluate Your Current Position

Before you can outmaneuver a competitor, you must assess your own standing. Are you prominent in the marketplace for the products or services that are most popular with your customers? 

Enhance Your Digital Marketing Efforts

Improving your SEO and digital marketing is crucial. Focus on:

Effective digital advertising can place your brand in front of the right audience at the right time.  Whether it’s Google or Microsoft Ads, social media ads, or retargeting campaigns, our strategic ad placements ensure you stay ahead of the competition.  In addition to providing traffic to your website and generating leads, paid advertising can also render valuable insights into popular search terms and messaging.

Engage and Retain Your Customer Base

With a new competitor in the market, retaining your existing customer base is more important than ever. Implement tactics like personalized email marketing, loyalty programs, and active engagement on social media platforms. Show your customers that they are valued and that your brand continually strives to meet their needs.  Don’t restrict your efforts to digital strategies, but also think of the personal touch in the form of a phone call, card or visit to a place of business.

Facing a new competitor in your marketplace is a challenge, especially if you are a local business facing a larger company, but it’s also an opportunity to refine your digital marketing and SEO strategies. The advantage of being a local business is the freedom to be innovative and  agile in marketing strategy and tactics.  Contact us today to see how our expertise in SEO and digital ad management can help your business to maintain your competitive edge.

For a free site scan for your website, please reach out and we will spend some time evaluating your placement in your marketplace.

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Time to Update: Why Refreshing Your Website Is Crucial for Success

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Time to Update: Why Refreshing Your Website Is Crucial for Success

In today’s fast-evolving digital landscape, having a website that merely functions isn’t enough. Outdated websites are not just aesthetically displeasing; they are often structurally inefficient, slow, and not in tune with current user expectations and technological standards. If you’re holding onto a website that looks and feels like it belongs in the early 2000s, it’s time to consider a significant update—not just for the sake of appearances but for your business’s overall health and efficiency.

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The Importance of User Experience

User Experience (UX) is at the heart of modern web design. It encompasses all aspects of the end-user’s interaction with your company, its services, and its products. The goal? Simple: to make the website easy to use, engaging, and effective. A visually outdated website can confuse or frustrate users, leading to increased bounce rates and lost opportunities.

Visually Refreshing Your Website

A visual overhaul doesn’t just mean slapping on a new color scheme or updating a logo. It means reevaluating the layout, typography, color palettes, and imagery used across your platform. Today’s users expect a clean, intuitive interface that works seamlessly across all devices, especially on mobile. This includes readable fonts, appealing color contrasts, and intuitive navigation. By improving these elements, you create an environment that invites visitors to stay longer and explore deeper.

Enhancing Website Performance

While the aesthetic refresh is crucial, the structural updates are equally vital. Performance metrics like PageSpeed, Core Web Vitals, and overall site responsiveness directly influence user satisfaction and SEO rankings.

The Competitive Edge

Updating your website is not just maintenance; it’s a strategic upgrade. In the competitive digital market, your website’s functionality and design are crucial in setting you apart from your competitors. An updated website reflects a brand that cares about its customers and stays ahead of trends, ultimately contributing to a stronger brand reputation and increased customer trust.

Conclusion

Remember, your website is often the first point of contact between your business and potential customers. It’s your digital storefront, and just like a physical store, it needs regular upkeep and occasional remodeling to remain inviting and effective. Investing in a website update—visually and structurally—ensures that your online presence not only meets but exceeds modern user expectations. Don’t let an outdated website be the chink in your armor—make it your strength.

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Understanding Google’s N-E-E-A-T-T and Its Impact on SEO in Santa Rosa

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Understanding Google’s N-E-E-A-T-T and Its Impact on SEO in Santa Rosa

In the ever-evolving landscape of search engine optimization (SEO), staying abreast of Google’s latest algorithm updates and guidelines is paramount. One such significant update is Google’s N-E-E-A-T-T framework, which stands for Needs, Education, Authority, Trust, and Transparency. Understanding N-E-E-A-T-T and its implications is crucial for businesses aiming to improve their organic rankings. In this post, we’ll delve into what N-E-E-A-T-T entails and how it affects SEO strategies.

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Needs: Addressing User Intent

The “Needs” aspect of N-E-E-A-T-T emphasizes the importance of fulfilling user needs and intent. In the context of SEO, this translates to creating content that directly addresses the queries and concerns of your target audience. Whether it’s providing information about local services, answering common questions, or offering solutions to specific problems, aligning your content with user intent is key to ranking well in search results.

At Zenergy Works, we understand the significance of aligning your content with user needs. Our approach to content creation focuses on thorough research to identify the prevalent needs and interests of your target audience enabling us to develop tailored content that resonates with them.

Education: Providing Valuable Information

The “Education” component underscores the importance of providing valuable and informative content. Google prioritizes content that educates users and enhances their understanding of a subject matter. For Your business, this means creating content that not only promotes your products or services but also educates your audience about relevant topics within your industry.

Our team at Zenergy Works specializes in crafting informative and engaging content that educates your audience while subtly showcasing your expertise. By consistently delivering high-quality educational content, you can establish your brand as a trusted resource, earning credibility and loyalty from your target audience.

Authority: Establishing Expertise

Building authority is integral to SEO success, and the “Authority” aspect of N-E-E-A-T-T underscores this point. Google assesses the expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) of a website when determining its ranking. Establishing your authority in your niche is essential for businesses looking to improve their organic visibility.

At Zenergy Works, we employ a multifaceted approach to enhance your authority in the digital landscape. From creating authoritative content that showcases your industry knowledge to earning high-quality backlinks from reputable sources, we employ proven strategies to solidify your position as a trusted leader in your field.

Trust: Building Credibility

Trust is the cornerstone of any successful business, both offline and online. Google’s emphasis on trustworthiness within the N-E-E-A-T-T framework highlights the importance of building credibility with your audience. Businesses must prioritize transparency, integrity, and reliability to earn the trust of both users and search engines.

As a result, our team at Zenergy Works understands the significance of trust in SEO endeavors. By fostering transparency in your communications, delivering exceptional service, and showcasing social proof, we help you build trust with your audience, fostering long-term relationships and driving sustainable growth.

Transparency: Openness and Clarity

The final component of N-E-E-A-T-T is “Transparency”. This emphasizes the importance of openness and clarity in your online presence. Providing clear and accurate information about your business, products, and services is crucial for gaining the trust of users and search engines alike.

At Zenergy Works, we prioritize transparency in all our SEO efforts. From clearly communicating our strategies and methodologies to providing detailed reports on campaign performance, we ensure that you have full visibility into the work we do to enhance your online presence. 

In conclusion, Google’s N-E-E-A-T-T framework represents a comprehensive approach to evaluating the quality and relevance of content in search results. For businesses aiming to improve their organic rankings, understanding and adhering to N-E-E-A-T-T principles is essential. By addressing user needs, providing valuable education, establishing authority, building trust, and maintaining transparency, businesses can enhance their SEO efforts and achieve sustainable growth in today’s competitive digital landscape.

If you’re looking to develop content that complies with N-E-E-A-T-T and enhances your SEO strategy, Zenergy Works is here to help. So, contact us today to learn more about our tailored SEO solutions designed to drive results for your business.

March 2024 Google Algorithm Updates Are No Joke!

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March 2024 Google Algorithm Updates Are No Joke!

As a business owner or manager invested in the digital realm, staying abreast of Google’s algorithm updates is paramount to maintaining your online presence. The March 2024 Google Core Update, in particular, carries significant weight, influencing the visibility and relevance of search results across the board. As someone deeply entrenched in the world of SEO and digital marketing, I feel compelled to shed light on the implications of this update and provide actionable insights for navigating its impact.  

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Understanding the Significance of Google Algorithm Updates

Google’s algorithm updates are not arbitrary adjustments; they represent strategic shifts aimed at enhancing user experience and delivering more accurate search results. The March 2024 update is no exception. Designed to refine the assessment of content quality, relevance, and trustworthiness, it demands attention from businesses reliant on organic search traffic.

The Evolution of SEO in Response to Algorithm UpdateÎs

In the ever-evolving landscape of SEO, adaptability is key. As algorithms evolve, so must our strategies. Gone are the days of relying solely on keyword stuffing and backlink quantity. Today, successful SEO hinges on content quality, user experience, and ethical practices. Embracing this evolution is crucial for sustainable digital growth.

Navigating the March 2024 Google Core Update

So, how can businesses weather the storm of algorithm updates and emerge stronger on the other side? Here are some actionable steps:

  1. Prioritize Content Quality: Invest in creating valuable, engaging content that addresses the needs and interests of your target audience. Quality content not only attracts visitors but also earns credibility in the eyes of search engines.
  1. Enhance User Experience: User experience (UX) is a cornerstone of SEO. Ensure your website is easy to navigate, mobile-friendly, and optimized for speed. A positive UX not only improves search rankings but also encourages repeat visits and conversions.
  1. Build Authoritative Backlinks: While the quantity of backlinks may have lost its significance, the quality remains paramount. Focus on acquiring backlinks from reputable sources within your industry niche. Leverage relationships, guest posting opportunities, and content collaborations to build a robust backlink profile.
  1. Embrace White Hat SEO Practices: Black hat tactics may yield short-term gains, but they come with the risk of penalties and long-term damage to your online reputation. Instead, prioritize white hat SEO techniques that adhere to search engine guidelines and promote sustainable growth.
  1. Monitor and Adapt: The digital landscape is dynamic, and strategies that work today may become obsolete tomorrow. Stay vigilant, monitor performance metrics, and be prepared to adapt your SEO strategy in response to algorithm updates and shifting industry trends.

Conclusion

So far, our clients have not been affected by the changes that Google has made. I believe it is because of our commitment to creating a strong UX (user experience) on our client websites. We focus on quick loading sites that offer valuable content for website visitors.

For businesses seeking guidance on navigating the complexities of SEO in light of the March 2024 Google Core Update, Zenergy Works offers tailored solutions and expertise. Our team of seasoned professionals specializes in ethical, results-driven SEO strategies designed to elevate your online presence and drive sustainable growth. Get a free SEO analysis and quote today.

Additional Resources:

Stay informed, stay proactive, and together, let’s navigate the ever-evolving landscape of SEO with confidence and clarity.

Google’s Core Vitals Are Changing — Get Ahead of the Curve to Secure Your Rankings

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Google’s Core Vitals Are Changing

Get Ahead of the Curve to Secure Your Rankings

In the ever-evolving online landscape, one factor has become increasingly critical in influencing search rankings: user experience. To evaluate user experience, Google relies on its Core Web Vitals, a set of metrics that gauge real-life user experience by evaluating page speed, interactivity, and the visual stability of web pages. However, Google’s Core Vital’s are changing.

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One such metric, First Input Delay (FID), has long been the standard for determining page load responsiveness. However, a seismic shift is on the horizon as Google announced it’s preparing to replace FID with Interaction to Next Paint (INP) in March 2024. 

Understanding the Shift from FID to INP

FID measures how fast a website responds when a user clicks a button or interacts with other elements on the page. This metric specifically focuses on the initial interaction and assesses the speed at which the site reacts to the user’s input.

INP is similar, but it doesn’t just measure response time after a button is clicked. Instead, it looks at the overall responsiveness and interactivity— how long it takes the website to react after a user clicks, fulfill the user’s request, and display the updated result. Unlike FID, which concentrates on the initial interaction, INP encompasses all interactions throughout a user’s journey on a webpage and identifies the interaction with the longest delay.

Moving from FID to INP will give Google a more comprehensive view of how interactive and responsive a website is. Essentially, the smoother and faster a website works, the better the user experience—and the more worthy it is of being ranked higher in search results. 

Implications for Search Rankings

This upcoming change underscores Google’s commitment to prioritizing a seamless user experience—and given the early announcement, it’s likely to have a significant impact on search rankings. It’s essential to take proactive steps before the update rolls out in March to stay ahead of the curve.

Websites that have already been optimized for INP are unlikely to encounter any changes to rankings. However, websites that have prioritized FID optimization will need to pivot towards INP, which demands a broader focus on responsiveness throughout the entire user session.   

Recommendations for Preparing for the INP Era

Here are some crucial steps to take to prepare your website for the shift from FID to INP:

  1. Upgrade Server Environments: Evaluate and upgrade your server environment if needed, especially if you’re using hosting services with minimal resources, like GoDaddy. A robust server infrastructure is essential to handle the increased demands of INP.
  1. Evaluate Interactivity: Assess and improve interactivity beyond the initial page load. This includes optimizing transitions between pages and addressing issues like slow-loading images.
  1. Real User Measurements (RUM): Enable Real User Measurements monitoring to collect field data on INP. This data is invaluable for understanding user interactions and identifying optimization opportunities.
  1. Analyze INP Data: Do a deep dive into INP data to pinpoint areas that require optimization. Focus on reducing input delay, streamlining processing time, and minimizing presentation delays. To provide a good user experience and meet Google’s Core Web Vitals criteria, your INP needs to be below 200 milliseconds.
  1. Optimization Recommendations: Implement strategies such as breaking up JavaScript tasks, minimizing DOM interactions, reducing timers, and limiting third-party code.

For some websites, this may require updating an older more code-heavy theme to improve load times.

Embracing the shift of Google’s Core Vitals

Transitioning from FID to INP is a strategic necessity for sustaining or boosting search rankings. As a precautionary measure, you should take a comprehensive approach to optimization by addressing not only technical aspects but also user-centric elements. Identifying what slows down your website’s responsiveness is key. Conduct tests, observe user interactions, and seek guidance from a web developer if needed.

So, by embracing the shift to INP and proactively optimizing your website, you can ensure a positive user experience that aligns with the latest major update in Google’s evolving search ranking criteria. 

If you need guidance on navigating the shift from FID to INP for your website, Zenergy Works offers free initial consultations. Reach out to us today—we’re here to support your online success. 

*Update: Google has implemented this update on March 11, 2024.

How Can Digital Marketing Help Grow My Business?

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How Can Digital Marketing Help Grow My Business?

When it comes to growing your business, tapping into the power of digital marketing is a game-changer. However, for your efforts to be most effective, it’s essential to understand the wide range of digital marketing tactics available and what they have to offer

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When you employ multiple tactics simultaneously, your digital marketing strategy becomes a robust toolkit that propels your business’s growth forward and becomes a driving force behind its success. 

For example, Search Engine Optimization (SEO) helps improve organic search placement, while paid ads (primarily on Google and Bing) ensure immediate visibility by placing your business at the top of the search engine results pages. This combination gives you both long-term visibility through SEO and instantaneous visibility through paid advertisements—ultimately driving more traffic and potential customers to your website. 

Email marketing uses an organic collection of customer email addresses to stay in touch with existing and prospective customers; social media marketing utilizes social media platforms frequented by your customer profiles to promote your unique selling proposition, brand image, and products. 

Our digital marketing strategies focus on building sales while improving your company image and brand recognition; these proven tactics can be effectively applied to any business, whether B2C, B2B, retail, or a professional service. 

Leveraging Digital Marketing to Build Sales

SEO and Paid Search Ads on Google and Bing have immense potential in terms of driving sales. These techniques specifically target keyword searches used by potential customers who have moved past the casual browsing phase and are ready to make purchase decisions:

  • Keyword research: Understanding what your potential customers are searching for is key to visibility. Conduct comprehensive keyword research to identify the terms and phrases your audience uses when looking for products or services like yours.
  • Highlighting key products and services: Showcase your most popular and profitable offerings; this will direct attention to them and increase the likelihood of conversions. 
  • Create conversion-oriented landing pages: Develop dedicated landing pages focused on converting visitors to customers. These pages should contain clear, concise information about your products or services backed by testimonials from previous clients. Additionally, incorporating credibility statements focused on E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) will bolster customer confidence in your brand. 

Email marketing is a powerful, cost-effective way to announce promotions or incentives for new and improved products or services, as well as an opportunity to improve products or services through upsells. It serves as a direct line to your audience and encourages them to make purchases or take advantage of special offers. 

Social media is a less formal platform for driving sales and promotions. However, for your campaign to succeed, it’s crucial to provide useful and relevant information. Share content that helps your customers use your products or services more efficiently or offers valuable industry-specific tips. Once you’ve established credibility through your content, call-to-actions to purchase your products or engage your services will be more effective. 

Building Your Image and Brand Recognition

Not all SEO content needs to be sales-oriented. In fact, Google (and other search engines) view content that provides value to users as the best content—and therefore worthy of being ranked higher in the search results. 

In addition, valuable content that educates and informs your audience positions your firm as an esteemed authority in your field. Blog posts and FAQs are instrumental in sharing your knowledge and establishing credibility. 

Likewise, Paid Display and Performance Max campaigns aren’t solely about immediate conversions; they’re designed to reach a curated customer profile and expand brand recognition. While this isn’t meant to imply that you won’t receive conversions from this platform—you certainly will—you’ll also have the benefit of amplifying your visibility in a way that drives both immediate action and long-term familiarity with your brand. 

Email marketing is an excellent platform for distributing content to existing and potential customers already familiar with your business, whether it’s a new blog or essential updates. This regular engagement deepens your relationship with your customer base, fosters brand loyalty, and encourages repeat business—all of which are key to helping your company grow. 

Social media platforms offer a window into your company’s culture and values for those in your target markets, which allows you to forge online relationships and cultivate brand recognition among your target audiences. 

Crafting a Successful Digital Marketing Strategy

While this guide doesn’t cover every digital marketing platform and its nuances, it does offer a general roadmap for crafting a successful digital marketing strategy. 

Keep in mind that the cornerstone of any successful digital marketing strategy lies in having a website that delivers a robust and seamless user experience; your website is the foundation that drives the success of all of these strategies and ties them all together. Learn more about creating a strong online presence here. 

SEO Blog Optimization Checklist

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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.
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