Sex, Speed And The SEO Migration of Romantic Depot to WordPress

Romantic Depot operates six, soon to be seven adult stores offering sex toys and lingerie, in the New York City area.  Their flagship stores are in Manhattan and the Bronx.  They’ve been around for sometime and over the years their website aged along with other businesses seeking to help drive local foot traffic.

With the move to mobile devices in full demonstration the old RomanticDepot.com site was not responsive.  This lead the owner of the chain to build a new site that was mobile friendly and it lead to Ultimate SEO‘s involvement overseeing the process of migrating to this new site without hurting the site’s strong local SEO presence.

Romantic Depot does have an impressive keyword positioning presence in the New York City area. Even nationally they are on page 2 of results for “sex shop“.  The goal was to ensure a smooth transition to the mobile site while maintaining the SEO that had been built over the years.

301 Redirects

The new site was largely a 1 to 1 ratio.  The html static page manhattan.html went now to /manhattan/ on the WordPress site.  We placed in any one off redirects, a redirect that took any url that ended in .html and would return it without the html and a redirect for the index.html homepage to come back with the WordPress homepage at /

Backlink

Backlinks are the life blood of a sit’s ranking and it was important to ensure that those would be maintained with relevant content as well.  Using SEMRush.com we collected all of the backlinks and their existing targets and ensured those had rules as well.  While the site’s backlinks were in the tens of thousands it quick came down to a few hundred target urls that needed to be accounted for to maintain SEO.

Site Speed

Most of the work involved in preparing for the migration was speed performance in nature.  The new site when tested on GTMetrix.com was loading in 12.6 seconds with over 400 http requests. We targeted a 3 second load and through Cloudflare.com we were able to utilize a CDN that brought the site closer to users as well as offered other benefits.  Cloudflare alone brough the site load time to about 7 seconds.

We further limited content that could be on other pages for those other pages such as Google maps to the location homepages. Instituting lazy load ended up being the primary aspect of speeding up the site.  Image optimization was also completed and a move to PHP7.3 from 5.6.  Merging CSS and JS files also worked to reduce the requests.

SIte Speed FOr SEO MIgration

SIte Speed FOr SEO MIgration

With our work to provide a faster site complete the migration was completed and load times on the site are under 3 seconds for mobile users.

Multi Domain Strategy Consolidation

During the migration I also mentioned the value of building one brand.  RomanticDepotSuperStore.com was the site used as the online store for the chain.

The problem that arises from multiple domain strategies is the segmentation of resources and confusion it can cause to Google Analytics.  An easy eample of this is the bounce rate and pageviews metrics are actually hurt on the primary domain.

Consider this… a person searches romantic depot on Google.  The first result is their site, likely the person is going to want to know what items might be at the store.  Once the page loads they find the link to the store, maybe even before the page loads.  Clicking that link they are now taken to a new domain.

That visitors actions would have counted as a bounced visitor.  See when someone goes to your site and immediately leaves for another site that signals to Google that what was on that original site wasn’t what the searcher wanted.  To prevent future searchers from going to a site that people leave directly after going to it they might increase the position of other sites to try and correct for this in the future.  That ultimately means the top spot position for the keyword is being hampered by the site’s structure.

Further Google sees that a person wasn’t even interested enough in the site to look at a second page, they just left.  In realty the second site is part of the same overall topic or brand its just that Google doesn’t necessarily understand that.  An artificially inflated bounce rate and lower page views are all that the first site is getting and the second site is losing out as well as most of the marketing is surrounding the first site’s address…backlinks, social mentions and such.

Lower Bounce Rate

The illustration above shows our page views of the main root domain.  Guess when on the graph the romanticdepotsuperstore.com site was rolled into the main domains … late July.  The thing is, the traffic isn’t any greater its just not split up anymore.  The homepage link to the store is now going to a subfolder of the same domain, its helping by acting as another page view rather than hurting the site as a bounce.

The keywords and authority of this additional site were better utilized under the main domain RomanticDepot.com and this site was migrated to a subfolder /store as a separate WordPress site.

Thats important the site was migrated as a separate site under the original.  This was done for multiple reason and it creates its own set of unique challenges but we’ll discuss that later in a future post.

Consolidated Backlinks

The consolidation of the sites further helps with SEO because after we migrated we put into place redirects from the store’s domain to its new home within the subfolder.  That means all the backlinks now combine to help one site.  Lets consider the following illustration…

Domain A: DA 30 Backlinks: 10,000 Referring Domains: 1,000

Domain B: DA 30 Backlinks: 9,000 Referring Domains: 900

Competitor: DA 35 Backlinks: 13,000 Referring Domains: 1,300

Lets assume everything else is the same…we’d expect then that Competitor will rank higher on Google Search.  But if we combine Domain A ad Domain B.

Domain AB: DA 40 Backlinks: 19,000 Referring Domains: 1,900

Everything else still the same….Domain AB will now rank higher than the Competitor.

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Adobe Flash Ends A Decade Late

Google Announced in September 2019 that it was phasing out support for Flash from its Chrome browser following Adobe;s announcement that they would end support in 2020.  Apple users wont likely hear much about the end of Flash, in 2010,  Steve Jobs wrote a scathing review of Flash and in it explained why Apple products wouldn’t support it.

Google’s Flash Announcement:

For 20 years, Flash has helped shape the way that you play games, watch videos and run applications on the web. But over the last few years, Flash has become less common. Three years ago, 80 percent of desktop Chrome users visited a site with Flash each day. Today usage is only 17 percent and continues to decline.

This trend reveals that sites are migrating to open web technologies, which are faster and more power-efficient than Flash. They’re also more secure, so you can be safer while shopping, banking, or reading sensitive documents. They also work on both mobile and desktop, so you can visit your favorite site anywhere.

These open web technologies became the default experience for Chrome late last year when sites started needing to ask your permission to run Flash. Chrome will continue phasing out Flash over the next few years, first by asking for your permission to run Flash in more situations, and eventually disabling it by default. We will remove Flash completely from Chrome toward the end of 2020.

If you regularly visit a site that uses Flash today, you may be wondering how this affects you. If the site migrates to open web standards, you shouldn’t notice much difference except that you’ll no longer see prompts to run Flash on that site. If the site continues to use Flash, and you give the site permission to run Flash, it will work through the end of 2020.

It’s taken a lot of close work with Adobe, other browsers, and major publishers to make sure the web is ready to be Flash-free. We’re supportive of Adobe’s announcement today, and we look forward to working with everyone to make the web even better.

Steve Job’s Adobe Flash Note:

Apple has a long relationship with Adobe. In fact, we met Adobe’s founders when they were in their proverbial garage. Apple was their first big customer, adopting their Postscript language for our new Laserwriter printer. Apple invested in Adobe and owned around 20% of the company for many years. The two companies worked closely together to pioneer desktop publishing and there were many good times. Since that golden era, the companies have grown apart. Apple went through its near death experience, and Adobe was drawn to the corporate market with their Acrobat products. Today the two companies still work together to serve their joint creative customers – Mac users buy around half of Adobe’s Creative Suite products – but beyond that there are few joint interests.

I wanted to jot down some of our thoughts on Adobe’s Flash products so that customers and critics may better understand why we do not allow Flash on iPhones, iPods and iPads. Adobe has characterized our decision as being primarily business driven – they say we want to protect our App Store – but in reality it is based on technology issues. Adobe claims that we are a closed system, and that Flash is open, but in fact the opposite is true. Let me explain.

First, there’s “Open”.

Adobe’s Flash products are 100% proprietary. They are only available from Adobe, and Adobe has sole authority as to their future enhancement, pricing, etc. While Adobe’s Flash products are widely available, this does not mean they are open, since they are controlled entirely by Adobe and available only from Adobe. By almost any definition, Flash is a closed system.

Apple has many proprietary products too. Though the operating system for the iPhone, iPod and iPad is proprietary, we strongly believe that all standards pertaining to the web should be open. Rather than use Flash, Apple has adopted HTML5, CSS and JavaScript – all open standards. Apple’s mobile devices all ship with high performance, low power implementations of these open standards. HTML5, the new web standard that has been adopted by Apple, Google and many others, lets web developers create advanced graphics, typography, animations and transitions without relying on third party browser plug-ins (like Flash). HTML5 is completely open and controlled by a standards committee, of which Apple is a member.

Apple even creates open standards for the web. For example, Apple began with a small open source project and created WebKit, a complete open-source HTML5 rendering engine that is the heart of the Safari web browser used in all our products. WebKit has been widely adopted. Google uses it for Android’s browser, Palm uses it, Nokia uses it, and RIM (Blackberry) has announced they will use it too. Almost every smartphone web browser other than Microsoft’s uses WebKit. By making its WebKit technology open, Apple has set the standard for mobile web browsers.

Second, there’s the “full web”.

Adobe has repeatedly said that Apple mobile devices cannot access “the full web” because 75% of video on the web is in Flash. What they don’t say is that almost all this video is also available in a more modern format, H.264, and viewable on iPhones, iPods and iPads. YouTube, with an estimated 40% of the web’s video, shines in an app bundled on all Apple mobile devices, with the iPad offering perhaps the best YouTube discovery and viewing experience ever. Add to this video from Vimeo, Netflix, Facebook, ABC, CBS, CNN, MSNBC, Fox News, ESPN, NPR, Time, The New York Times, The Wall Street Journal, Sports Illustrated, People, National Geographic, and many, many others. iPhone, iPod and iPad users aren’t missing much video.

Another Adobe claim is that Apple devices cannot play Flash games. This is true. Fortunately, there are over 50,000 games and entertainment titles on the App Store, and many of them are free. There are more games and entertainment titles available for iPhone, iPod and iPad than for any other platform in the world.

Third, there’s reliability, security and performance.

Symantec recently highlighted Flash for having one of the worst security records in 2009. We also know first hand that Flash is the number one reason Macs crash. We have been working with Adobe to fix these problems, but they have persisted for several years now. We don’t want to reduce the reliability and security of our iPhones, iPods and iPads by adding Flash.

In addition, Flash has not performed well on mobile devices. We have routinely asked Adobe to show us Flash performing well on a mobile device, any mobile device, for a few years now. We have never seen it. Adobe publicly said that Flash would ship on a smartphone in early 2009, then the second half of 2009, then the first half of 2010, and now they say the second half of 2010. We think it will eventually ship, but we’re glad we didn’t hold our breath. Who knows how it will perform?

Fourth, there’s battery life.

To achieve long battery life when playing video, mobile devices must decode the video in hardware; decoding it in software uses too much power. Many of the chips used in modern mobile devices contain a decoder called H.264 – an industry standard that is used in every Blu-ray DVD player and has been adopted by Apple, Google (YouTube), Vimeo, Netflix and many other companies.

Although Flash has recently added support for H.264, the video on almost all Flash websites currently requires an older generation decoder that is not implemented in mobile chips and must be run in software. The difference is striking: on an iPhone, for example, H.264 videos play for up to 10 hours, while videos decoded in software play for less than 5 hours before the battery is fully drained.

When websites re-encode their videos using H.264, they can offer them without using Flash at all. They play perfectly in browsers like Apple’s Safari and Google’s Chrome without any plugins whatsoever, and look great on iPhones, iPods and iPads.

Fifth, there’s Touch.

Flash was designed for PCs using mice, not for touch screens using fingers. For example, many Flash websites rely on “rollovers”, which pop up menus or other elements when the mouse arrow hovers over a specific spot. Apple’s revolutionary multi-touch interface doesn’t use a mouse, and there is no concept of a rollover. Most Flash websites will need to be rewritten to support touch-based devices. If developers need to rewrite their Flash websites, why not use modern technologies like HTML5, CSS and JavaScript?

Even if iPhones, iPods and iPads ran Flash, it would not solve the problem that most Flash websites need to be rewritten to support touch-based devices.

Sixth, the most important reason.

Besides the fact that Flash is closed and proprietary, has major technical drawbacks, and doesn’t support touch based devices, there is an even more important reason we do not allow Flash on iPhones, iPods and iPads. We have discussed the downsides of using Flash to play video and interactive content from websites, but Adobe also wants developers to adopt Flash to create apps that run on our mobile devices.

We know from painful experience that letting a third party layer of software come between the platform and the developer ultimately results in sub-standard apps and hinders the enhancement and progress of the platform. If developers grow dependent on third party development libraries and tools, they can only take advantage of platform enhancements if and when the third party chooses to adopt the new features. We cannot be at the mercy of a third party deciding if and when they will make our enhancements available to our developers.

This becomes even worse if the third party is supplying a cross platform development tool. The third party may not adopt enhancements from one platform unless they are available on all of their supported platforms. Hence developers only have access to the lowest common denominator set of features. Again, we cannot accept an outcome where developers are blocked from using our innovations and enhancements because they are not available on our competitor’s platforms.

Flash is a cross platform development tool. It is not Adobe’s goal to help developers write the best iPhone, iPod and iPad apps. It is their goal to help developers write cross platform apps. And Adobe has been painfully slow to adopt enhancements to Apple’s platforms. For example, although Mac OS X has been shipping for almost 10 years now, Adobe just adopted it fully (Cocoa) two weeks ago when they shipped CS5. Adobe was the last major third party developer to fully adopt Mac OS X.

Our motivation is simple – we want to provide the most advanced and innovative platform to our developers, and we want them to stand directly on the shoulders of this platform and create the best apps the world has ever seen. We want to continually enhance the platform so developers can create even more amazing, powerful, fun and useful applications. Everyone wins – we sell more devices because we have the best apps, developers reach a wider and wider audience and customer base, and users are continually delighted by the best and broadest selection of apps on any platform.

Conclusions.

Flash was created during the PC era – for PCs and mice. Flash is a successful business for Adobe, and we can understand why they want to push it beyond PCs. But the mobile era is about low power devices, touch interfaces and open web standards – all areas where Flash falls short.

The avalanche of media outlets offering their content for Apple’s mobile devices demonstrates that Flash is no longer necessary to watch video or consume any kind of web content. And the 250,000 apps on Apple’s App Store proves that Flash isn’t necessary for tens of thousands of developers to create graphically rich applications, including games.

New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too). Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind.

Steve Jobs
April, 2010

What This Means In SEO

If your site uses Flash, you have a year to stop or no one will see your site content unless they uses an older version of a browser that still plays Flash.

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Adobe Flash Ends A Decade Late

Adobe Flash Ends A Decade Late

Article Name
Adobe Flash Ends A Decade Late
Description
Adobe announced the end of Flash, a technology that ended for many in 2010.
Matthew Leffler
Ultimate SEO
Ultimate SEO
https://ultimateseo.org/wp-content/uploads/ultimateseoimpactsm.png

https://ultimateseo.org/adobe-flash-ends-a-decade-late/

Digital Ocean Credit – Be Your Own Cloud Web Host – AWS Alternative

Digital Ocean - AWS ALternative

Digital Ocean - AWS ALternative

AWS Alternative

If you use AWS and are annoyed at your rising costs and cant figure out their pricing schemes you arent alone.  Ultimate SEO has moved most of it’s servers to Digital Ocean and they are about 50% of the cost of AWS.  Check them out and see what you can do with a $5 server.  Click the image above and you will receive a $25 credit.

Or follow this url https://m.do.co/c/6f93e63b6b43

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Digital Ocean Credit – Be Your Own Cloud Web Host – AWS Alternative

SEO Vs PPC: Backlink Project Increases Traffic 1200%

This is the power of backlinks at their best. A recent client complained that they have never ranked on page one of Google for their brand name product. After a thorough review of the site and it’s off page factors I listed out the issues the site faced and what would correct the site’s performance.

Diagnosing SEO Problem

Its important to perform an SEO Audit of a site to determine what needs to change.

  1. Backlinks: Hardly any domains linked to the site using the brand name as the anchor text. This was the greatest issue the site faced in ranking.
  2. On-Page SEO: Rather than using <h1><h2> header tags the site utilized CSS styled <div> tags. These visually looked the same to a visitor but that failed to provide the direction that the header tags would to a search engine bot.
  3. Technical SEO: The site load time was 20 seconds. A single auto starting video on the homepage accounted for 18.5 seconds of this load time. After removing it in a test page the site loaded in 1.5 seconds.  A site needs to load in a 3 second load time, 5 seconds is acceptable but also the limit.
  4. PPC Vs. SEO Landing Page: The site was laid out as a single page web site with nearly 10,000 words…all possible related content was on the single landing page which was likely well suited for PPC but not SEO. Google couldn’t easily return a specific page that had a lot of content on a specific keyword.

Ultimate SEO made suggestions that were ignored largely on the second, third and fourth points, often people stay fixed to their status quo. Ultimate SEO had control over the most important SEO factor which was the site’s backlinks at least and I went to work.

Backlinks And Referring Domains

increasing backlinks

increasing backlinks

After placing backlinks 15/15 new domains I had linked to the site we’re registered and added to the site’s formula. Traffic responded better than I expected…

organic seo traffic

organic seo traffic

Increasing Organic SEO Traffic

The site’s organic traffic had been previously in the single digits, now at 1,600 a month later I could claim a 1235% increase in organic traffic. The site had never received this much organic traffic. It had been largely fueled by an increase in keywords of over 600%. This is an example of how a domain’s authority and trust can be raised through backlinks to improve keyword adoption across the domain.

SEO Vs. PPC Traffic

The client had other similar site’s that I hadn’t focused on that saw updates to the onpage tags and discussion on the technical SEO challenges. These sites saw no real change in organic traffic during the same period.

The client had used PPC campaigns to promote the sites with their desired keywords and the costs associated with this neared a hundred thousand a month. The new organic SEO traffic is valued by SEMrush.com at nearly $7,000 a month. The beauty of this SEO position swing is that it’s going to be there for months to come under the right care and conditions. Where PPC is a one time boom to traffic.

User behavior is also generally more forgiving than paid traffic. Those who find your site via searching generally provide lower bounce percentages which in turn further improve your search position. So believe me when I say, backlinks make or break your ability to rank any content.  PPC is a great solution for short term needs and gains but the ROI is with SEO.

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SEO Vs PPC: Backlink Project Increases Traffic 1200%

Ultimate SEO And Cloudflare Partners

Ultimate SEO is proud to announce our partnership program with Cloudflare. As a defacto web host serving hundreds of sites this strategic alliance brings the best hosting security solutions together and integrates one of the most popular internet companies with our hosting solutions.

In the coming days we’ll be relaunching UltimateSEO.net as our hosting and network site. Below we’ve included some notes from Cloudflare as well as a video.

[embedded content]

Us in 90 Seconds from Cloudflare on Vimeo.

How CloudFlare increases speed and security of your site

This is a guest post written and contributed by CloudFlare.  CloudFlare makes it easy for any site to be as fast and secure as the Internet giants.

CloudFlare, a web performance and security company, is excited to announce our partnership with Ultimate SEO! If you haven’t heard about CloudFlare before, our value proposition is simple: we’ll make any website twice as fast and protect it from a broad range of web threats.

We power more than 400 billion monthly page views – more than Amazon, Wikipedia, Twitter, Zynga, AOL, Apple, Bing, eBay, PayPal and Instagram combined – and over 1.2 billion monthly users regularly pass through our network. We’re really glad Ultimate SEO has partnered with CloudFlare.
Faster web performance

CloudFlare is designed to take a great hosting platform like Ultimate SEO and make it even better.

We run data centers [link to http://www.cloudflare.com/network-map] strategically located around the world. When you sign up for CloudFlare, we begin routing your traffic to the nearest data center.

As your traffic passes through the data centers, we intelligently determine what parts of your website are static versus dynamic. The static portions are cached on our servers for a short period of time, typically less than 2 hours before we check to see if they’ve been updated. By automatically moving the static parts of your site closer to your visitors, the overall performance of your site improves significantly.

CloudFlare’s intelligent caching system also means you save bandwidth, which means saving money, and decreases the load on your servers, which means your web application will run faster and more efficiently than ever. On average, CloudFlare customers see a 60% decrease in bandwidth usage, and a 65% in total requests to their servers. The overall effect is that CloudFlare will typically cut the load time for pages on your site by 50% which means higher engagement and happier visitors.

Broad web security

Over the course of 2011, CloudFlare identified a 700% increase in the number of distributed denial of service attacks [link to http://blog.cloudflare.com/2011-the-year-of-the-ddos] (DDoS) we track on the Internet (see the chart below). As attacks like these increase, CloudFlare is stepping up to protect sites.

CloudFlare’s security protections offer a broad range of protections [link to http://www.cloudflare.com/features-security] against attacks such as DDoS, hacking or spam submitted to a blog or comment form. What is powerful about our approach is that the system gets smarter the more sites that are part of the CloudFlare community. We analyze the traffic patterns of hundreds of millions of visitors in real time and adapt the security systems to ensure good traffic gets through and bad traffic is stopped.

In time, our goal is nothing short of making attacks against websites a relic of history. And, given our scale and the billions of different attacks we see and adapt to every year, we’re well on our way to achieving that for sites on the CloudFlare network.

Signing up

Any website can deploy CloudFlare, regardless of your underlying platform. By integrating closely with Ultimate SEO, we make the process of setting up CloudFlare “1 click easy” through your existing Ultimate SEO cPanel dashboard. Just look for the CloudFlare icon, choose the domain you want to enable, and click the orange cloud. That’s it!

We’ve kept the price as low as possible and plans offered through Ultimate SEO are free. Moreover, we never charge you for bandwidth or storage, therefore saving you tons via reduced bandwidth costs.

For site owners who would like to take advantage of CloudFlare’s advanced offerings, we also offer a ‘Pro’ tier of service for $20/month [link to http://www.cloudflare.com/plans]. The ‘Pro’ tier includes all of the ‘Free’ tier’s offerings, as well as extra features like SSL, full web application firewall and faster analytics.

We’re proud that every day more than a thousand new sites, including some of the largest on the web, join the CloudFlare community. If you’re looking for a faster, safer website, you’ve got a good start with Ultimate SEO, but the next step is to join the CloudFlare community [link to https://www.cloudflare.com/sign-up].

Ultimate SEO And Cloudflare Partners

Hiring An SEO? Hear From Google What SEOs Do

Hire An SEO

This Google video “How to hire an SEO” isn’t new but it’s to the point and vital to setting expectations.  I encourage both SEOs and clients to watch this video and learn what Google says you should look for in an SEO.

How to hire an SEO

[embedded content]
Transcript
hi I’m Maile Ohye and I work with Google
search I like to share advice to help
you hire a useful SEO and prevent hiring
a bad SEO one who you might pay a lot of
money without positive results or even
worse one who implements shady practices
on your website that result in a
reduction in search rankings SEO stands
for search engine optimization – some
SEO seems like black magic having worked
with Google search for over a decade
what I’ve learned is that first it’s not
black magic and second if you want
long-term success
there aren’t any quick magical tricks
that an SEO will provide so that your
site ranks number one it’s important to
note that an SEO potential is only as
high as the quality of your business or
website so successful SEO helps your
website put your best foot forward so
that it ranks appropriately in the spot
where an unbiased potential customer
would expect your site to be seen
a successful SEO also looks to improve
the entire searcher experience from
search results to clicking on your
website and potentially converting a
good SEO will recommend best practices
for a search friendly site from basic
things like descriptive page titles for
a blog or small business to more complex
things like language markup for a
multilingual global site SEO is ensure
that you’re serving your online
customers a good experience especially
those coming from a search engine and
that your site is helpful whether
they’re using a desktop computer or
mobile phone in most cases the SEO will
need four months to a year to help your
business first implement improvements
and then see potential benefit my
strongest advice when working with an
SEO is to request if they corroborate
their recommendation with a documented
statement from Google either in a Help
Center article video or Google a
response in a forum that supports both
one the SEO description of the issue
that needs to be improved to help with
ranking and to the approach they
prescribed to accomplishing this
tasks requesting these two bits of
information will help prevent hiring a
poor SEO who might otherwise convince
you to do useless things like add more
words to the keyword meta tag or by
links because if you search for google
advice on this topic you’d see blog
posts and videos from us that clearly
explain that adding keywords to the meta
tag wouldn’t help furthermore while
google uses links for page rank our
documentation highlights that we
strongly advise against the approach of
buying links for the purpose of
increasing page rank one basic rule is
that in a majority of cases doing what’s
good for SEO is also doing what’s good
for your online customers things like
having a mobile-friendly website good
navigation and building a great brand
additionally if you’re a more
established brand with complicated
legacy systems then good search friendly
best practices likely involved paying
off some of your site’s technical debt
such as updating your infrastructure so
that your website is agile and able to
implement features faster in the long
term if you own a small local business
you can probably do the initial work
yourself check out our 30-minute video
series on how to build an online
presence for your local business now if
you still believe you want to hire an
SEO here’s a general process one conduct
a two way interview with your potential
SEO check that they seem generally
interested in you and your business to
check their references three act four
and you’ll probably have to pay for a
technical and search audit 4 decide if
you want to hire let’s break this down
and start with step 1 conduct a two-way
interview in the interview here are some
things to look for a good SEO doesn’t
focus only on search engine ranking but
how they can help your business so they
should ask questions like what makes
your business content and/or service
unique and therefore valuable to
customers they want to know this
information to make sure it’s
highlighted on your website for your
current and potential new audience
– what does your common customer look
like and how do they currently find your
website 3 how does your business make
money and how can search help for what
other channels are you using offline
advertising social networks 5 who are
your competitors what do they do well
online and potentially offline if the
SEO doesn’t seem interested in learning
about your business from a holistic
standpoint look elsewhere it’s difficult
to do good SEO without knowing about a
business’s goals their customers and
other existing marketing efforts SEO
should complement your existing work the
second step in hiring an SEO is to check
references if your potential SEO
provides prior clients be sure to check
their references you want to hear from
past clients that the SEO was able to
provide useful guidance and worked
effectively with their developers
designers UX researchers and our
marketers a good SEO should feel like
someone you can work with learn from
experiment with and who generally cares
about you and your business not just
getting your site the highest rank as
ultimately those techniques rarely last
long if they work at all they’ll want to
educate you and your staff on how search
engines work so that SEO becomes part of
your general business operations step 3
is to request a technical and search
audit if you trust your SEO candidate
give them restricted view not full or
right access to your Google search
console data and even your analytics
data before they actually modify
anything on your website have them
conduct a technical and search audit to
give you a prioritized list of what they
think should be improved for SEO if
you’re a larger business you can hire
multiple SEO to run audits and
prioritize improvements see what each
has to say and then determine who you
could work with the best in the audit
the SEO should prioritize improvements
with a structure like one the issue to
the suggested improvement 3 an estimate
on the overall investment in other words
the time energy or money it would take
for your developers to implement the
improvement and for Google search as
well as searchers and customers to
recognize the improvement the SEO will
need to talk with your developers to
better understand what technical
constraints may exist for the estimated
positive business impact the impact
might be a ranking improvement that will
lead to more visitors and conversions or
perhaps the positive impact comes from a
back-end change that cleans up your site
and helps your brand be more agile in
the future five a plan of how to iterate
and improve on the implementation or
perhaps how to experiment and fail fast
should the results not meet expectations
that covers the structure of the
technical and search audit now let’s
talk about each of these audits
individually in the technical audit your
SEO should be able to review your site
for issues related to internal linking
crawl ability URL parameters server
connectivity and response codes to name
some if they mention that your site has
duplicate content problems that need to
be corrected make sure they show you the
specific URLs that are competing for the
same query or that they explained it
should be cleaned up for long term site
health not initial growth I mention this
because lots of duplicate content exists
on web sites and often it’s not a
pressing problem in this search audit
your potential SEO will likely break
down your search queries into categories
like branded and unbranded terms branded
terms are those with your business or
website’s name like a search for Gmail
is a branded term while the search for
email is an unbranded or general keyword
an SEO should make sure that for branded
queries such as Gmail your website is
providing a great experience that allows
customers who know your brand or website
to easily find exactly what they need
and potentially convert they might
recommend improvements that help the
entire searcher experience from what the
searcher sees in search results to when
they click on a result and use your
website for unbranded queries an SEO can
help you
better make sense of the online
competitive landscape they can tell you
things like here are the types of
queries it would make sense for your
business to rank but here’s what your
competition is done and why I think they
rank where they do for instance perhaps
your competition has great reviews
really shareable content or they run a
highly reputable site an SEO will
provide recommendations for how to
improve rankings for these queries and
the entire searcher experience they’ll
introduce ideas like update obsolete
content they might say your site is
suffering because some of your well
ranking content is obsolete has poor
navigation a useless page title or isn’t
mobile-friendly let’s improve these
pages and see if more website visitors
convert and purchase or if they can
micro convert meaning that perhaps they
subscribe or share content improve
internal linking your SEO might say your
site is suffering because some of your
best articles are too far from the
homepage and users would have a hard
time finding it we can better internally
link to your content to feature it more
prominently generate buzz the SEO might
say you have great content but not
enough people know we can try to get
more user interaction and generate buzz
perhaps through social media or business
relationships this will help us attract
more potential customers and perhaps
garner natural links to your site learn
from the competition your SEO might
explain here’s what your competitors do
well
can you reach parity with this and
potentially surpass them in utilities or
can you better show customers your
business’s unique value again a good SEO
will try to prioritize what ideas can
bring your business the most improvement
for the least investment and what
improvements may take more time but help
growth in the long term
once they talk with you and other
members of your team such as developers
or marketers they’ll help your business
forge a path ahead the last thing I want
to mention is that when I talk with SEO
s one of the biggest holdups to
improving away
site isn’t there recommendation but it’s
the business making time to implement
their ideas if you’re not ready to
commit to making SEO improvements while
getting an SEO audit may be helpful make
sure that your entire organization is on
board else your SEO improvements may be
non-existent regardless of who you hire
so that wraps it up thanks for watching
and best of luck to you and your
business

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Ultimate SEO has begun to develop its UltimateSEO.online site as a store front where visitors can purchase SEO products and services.  At this time we have several SEO Audit packages listed.  More details will be added to the products but they are the same as currently described on SEO Services

Additionally we will role out subscription packages for ranking reports and data trending as well as content development and backlinking campaigns.

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