An 80/20 Rule for Engagement Focus
An 80/20 Rule for Engagement Focus
Foundational SEO and customer engagement.
Critical engagement SEO issues
The most commonly recommended engagement SEO task is creating new, high-quality content. Adding quality content to your site is an important task, but when it comes to fixing a site’s SEO, optimizing existing content comes first.
Red flags to look for when auditing a site’s current engagement SEO include:
Lack of conversions. If content on your site doesn’t cater to your visitors’ intent, conversions will suffer. So the most critical engagement SEO task on your list should be reviewing existing content against keyword/user intent research. It’s possible that customers at the top of the purchasing funnel are finding content that caters to the bottom. They’re not converting because your content didn’t satisfy their needs.
Low click-through rate (CTR) in spite of high rankings. If your CTR is low on pages with high rankings, it’s possible your competitors are stealing traffic with featured snippets. Featured snippets offer an opportunity to drive organic traffic by ranking in position “zero.” Perform a depersonalized search of your keywords and see if competitors appear in position zero. If so, prioritize optimizing existing content for featured snippets.
Few organic social shares. If you’re struggling to earn shares of your content on social media, it’s likely that you have a content quality problem. Review your site’s existing content: is it unique and comprehensive? Are your headlines enticing? Take time to A/B test headlines, make sure that your content caters to users’ intents, rewrite fluff content, expand shallow content and experiment with different content formats.
Lack of earned links. If other sites aren’t linking to yours, it’s another sign that you have either a content quality problem (refer to the advice above) or a PR problem. Sites can’t link to yours if they don’t know you exist. Take time to expand your efforts on social channels, guest blog for publications in your industry and build relationships with industry influencers.
There are many important engagement SEO issues that should be high priority but are not necessarily critical. As an example, cleaning up duplicate content through redirects or the use of canonical tags should certainly be high priority, but it’s not necessarily critical, since there’s no ranking penalty associated with duplicate content.
http://searchengineland.com/age-rankbrain-foundational-seo-issues-still-matter-272501?utm_source=marketo&utm_medium=email&utm_campaign=newsletter&utm_content=seo&mkt_tok=eyJpIjoiWlRVM01UQmtOMk5sTURNMCIsInQiOiI5K3BXMndhM0ZHXC84SHRiTVQyVGRPdHQ0blhCR3pkUmpXQkY1R1dXV3U1UTF4R0hnODF5V2NFZ0NaSVRRMHFRMVNyRndpTzFjV1VJMHM5Wk5UblRaOUx1ODkyMmRlY0FRNFwvQUM4RGxmRko3NngyQysyemIxSUpPYTJCRSsxSWlwIn0%3D
Foundational SEO and customer engagement.
Critical engagement SEO issues
The most commonly recommended engagement SEO task is creating new, high-quality content. Adding quality content to your site is an important task, but when it comes to fixing a site’s SEO, optimizing existing content comes first.
Red flags to look for when auditing a site’s current engagement SEO include:
Lack of conversions. If content on your site doesn’t cater to your visitors’ intent, conversions will suffer. So the most critical engagement SEO task on your list should be reviewing existing content against keyword/user intent research. It’s possible that customers at the top of the purchasing funnel are finding content that caters to the bottom. They’re not converting because your content didn’t satisfy their needs.
Low click-through rate (CTR) in spite of high rankings. If your CTR is low on pages with high rankings, it’s possible your competitors are stealing traffic with featured snippets. Featured snippets offer an opportunity to drive organic traffic by ranking in position “zero.” Perform a depersonalized search of your keywords and see if competitors appear in position zero. If so, prioritize optimizing existing content for featured snippets.
Few organic social shares. If you’re struggling to earn shares of your content on social media, it’s likely that you have a content quality problem. Review your site’s existing content: is it unique and comprehensive? Are your headlines enticing? Take time to A/B test headlines, make sure that your content caters to users’ intents, rewrite fluff content, expand shallow content and experiment with different content formats.
Lack of earned links. If other sites aren’t linking to yours, it’s another sign that you have either a content quality problem (refer to the advice above) or a PR problem. Sites can’t link to yours if they don’t know you exist. Take time to expand your efforts on social channels, guest blog for publications in your industry and build relationships with industry influencers.
There are many important engagement SEO issues that should be high priority but are not necessarily critical. As an example, cleaning up duplicate content through redirects or the use of canonical tags should certainly be high priority, but it’s not necessarily critical, since there’s no ranking penalty associated with duplicate content.
http://searchengineland.com/age-rankbrain-foundational-seo-issues-still-matter-272501?utm_source=marketo&utm_medium=email&utm_campaign=newsletter&utm_content=seo&mkt_tok=eyJpIjoiWlRVM01UQmtOMk5sTURNMCIsInQiOiI5K3BXMndhM0ZHXC84SHRiTVQyVGRPdHQ0blhCR3pkUmpXQkY1R1dXV3U1UTF4R0hnODF5V2NFZ0NaSVRRMHFRMVNyRndpTzFjV1VJMHM5Wk5UblRaOUx1ODkyMmRlY0FRNFwvQUM4RGxmRko3NngyQysyemIxSUpPYTJCRSsxSWlwIn0%3D
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