07 Feb Advanced SEO
Advanced SEO Consulting
Without organic traffic and leads, it’s hard to be optimistic about your sales outlook for 2020. Search engines still deliver the biggest boost in leads, lead quality, visibility and flow through to your social and sales pages and persuasive content.
Explore the world of advanced SEO right now in this post, where we discuss what SEO experts do — advanced search engine optimization strategy. This is the most thorough look into SEO consultants and our work.
Advanced SEO is all about Strategy
Specialist Skills with Creativity
Search Engine Optimization experts practice SEO at a different level. We use our skills in content, search engine ranking algorithms, and outreach to position your company well on Google.
While each expert in SEO brings different skills, experience and creativity to hack improvements, we’re strategists at heart. And strategy makes all the difference regardless of the available resources we get to work with.
Search engine optimization consultants go much deeper than average best practices marketers or technical SEOs. Rankings and traffic are very competitive, and you need to be good to be the market leader here. If you don’t want to be a leader in your market, I have to question why you choose your career or invested big money into it.
STRATEGY is the Higher Road to Domination
It is STRATEGY that defines the pros. Strategy drives finding the right keyword phrases, identifies the best content, and guides content development, and assists with sales funnel optimization. Strategy focuses keyword strength, grows link acquisition, makes content work efficiently, maximizes resources and budget spend, to eliminate waste and focus your ranking power. Strategy also means discovering weaknesses and improving them.
By finding more effective optimization tactics and integrating them together within an organic lead generation strategy, we make our client’s companies formidable online. For instance, I’ve doubled a major hotel’s traffic from 1.2 million per year to 2.5 million per year. Each click from Google search for hotel rooms is several dollars via Google Ads or FB ads. Incredible revenue.
This shear volume of searchers is so valuable that Google is trying to squeeze out organic listings to force searchers to click on more paid ads. Those ads you see plastered all over the results page is why Google is a billion dollar company.
Just like the world of top brands, advanced SEO seeks higher rankings where leads are higher quality and more sustainable. In this post, we look closer at what is advanced search engine optimization.
Of Novices and Experts
Most business owners can’t distinguish between SEO expertise and mimicry. Many times, the novice may look more slick, articulate, and credible. But if you look deeper, you’ll see the pro has specific expertise that creates sustained wins — strengths in multiple key areas that when combined are powerful.
Many are skilled copywriters, IT technicians, analysts, or marketers who focus on quality.
Quality SEO is marked by clients ranking high for all their most meaningful keyword phrases, not just one or two. Hundreds of top rankings bring a thousand percent more traffic.
Conversely, cheap tricks only work until competitors nullify them or Google renders them useless. Then it’s back to the drawing board to start all over again. Advanced SEO seeks to build a strong core foundation that’s more competitive and resistant to ranking algorithm changes or performance erosion.
This is the kind of SEO services you want — powerful and lasting, while other marketers see their efforts fade.
Strategizing to Render Competitors Invisible
How will you achieve Google ranking dominance? That’s what advanced SEO is all about — high performance in a crowded place. An SEO expert is experienced in the art/science of taking a highway for better rankings, more traffic, market dominance and a brand that has no rivals. Advanced SEO is about getting rid of competition. It’s so much better to have a monopoly. Ask Google, Amazon or Facebook about the power of monopoly.
“Advanced SEO is all about study and strategy to achieve market leadership in the search engine results, as well as creating significant and lasting profit outcomes for clients”
Are SEO software platforms or even AI marketing software solutions an oracle to guide greater performance? Perhaps they will help. New AI SEO solutions may help us learn faster, be more efficient, along with improving content more than in the past.
SEO software and AI will never replace SEO consultants. They will just make us that much better! In fact, in SEO, you can’t rest on your laurels and past accomplishments. Staying up on the latest marketing, content and artificial intelligence trends is one of the hallmarks of a professional consultant.
As Google Gets Tougher, You Must Get Better
And you might as well know, Google is alienating more businesses and websites. Fewer sites are appearing on the first page, and more zero click searches are happening. It’s a sour point with all marketers now. They’re using companies own content in featured snippets on the results pages, thus eliminating click throughs to those websites.
Features snippets might sound good to the naive, but it’s costing everyone clicks.
These and other tough challenges require a higher level of search engine optimization. If you want to win the ranking wars, you must go advanced. This is where you gain the insights and find sophisticated ways to optimize your content and grow your outreach success.
In the AI Era, Do We Need Expertise?
With the arrival of AI learning and predictive analytics, some believe experience and skill don’t matter. These simple systems can’t replace creative workers (only those doing common best practices with no real value add).
So yes, talent, creativity, and experience combined with AI insight and execution are a compelling value proposition.
SEO is so complex and emotional, that artificial intelligence can’t comprehend it. AI currently can only inform your SEO guru and thus accelerate learning, design, strategy and execution. If you read up on software for AI marketing, you’ll see it offers a number of exciting benefits for SEO pros — and our clients.
What is Advanced SEO?
Advanced level SEO is the proactive of finding ranking opportunities and building repeatable techniques in content, keyword use, pagerank shaping, link building and outreach, social sharing, and funnel optimization. We optimize any and all of these things that impact rankings and the customer journey.
Google is focusing on the customer journey and the conversion funnel, so it is now another issue for search engine optimizers to contend with.
“Advanced SEO is algorithm research, optimization techniques, content development, and execution at a sophisticated level.”
Advanced SEO is anything beyond standard best practices. It is not amplifying basic or mediocre SEO. It is a sophisticated process of winning in its own unique fashion.
This might range from leveraging user intent studies to studying Google’s core ranking algorithm and new algo features, all the way to experimenting with content, keywords, phrasing and topics, internal linking, using SEO software analytics, and even what they call technical SEO troubleshooting.
SEO masters must often discover what the copywriter, site developer, brand strategist, and sales page designer did wrong. If the brand is weak or off mark, the site layout sucks, the UVP and incentives are weak, no comfortable UX exists, or the sales pages don’t generate sales, engagement and rankings will inevitably suffer.
High bounce rates for instance are bound to hurt rankings.
SEO benefits all areas of the marketing mix, but failure in any area can limit rankings. Things are connected today.
The Critical Path of Pagerank, Trust and Authority
SEO consultants investigate any element of their website that impacts rankings, yet they focus on what really drives high rankings.
The so called ranking juice that is the currency of SEO, is the lifeblood that flows through the arteries of the website. In that juice concoction is trust factor, authority rating, and keyword information. Paving a superhighway and ensuring off ramps for specific topics, and recirculating pagerank is an art. This means capturing ranking power and distributing it strategically to the right content for maximum lift.
And of course, we must avoid pesky filters and Google penalties.
Here are 20 tasks Advanced SEO experts work at:
- pagerank sculpting (focusing pagerank flow through links and pages)
- keyword and topic selection and copywriting design (ensuring copy matches searcher intent)
- crafting content designed for bloggers and journalists to discover and link to
- crafting persuasion tactics to get others talking about your company and products and sharing your content on blogs and social pages, while ensuring they use the right keywords
- studying Google’s core algorithm to build the strongest ranking power and relevance
- conducting audits to discover issues and then resolve them
- studying competitors to understand their content and ranking success
- studying markets and topics and becoming an expert in them
- studying Google filters and modifications such as Rankbrain, EAT, and BERT and then revising to improve content
- designing/optimizing epic cornerstone content of high quality, information value, and popularity
- repurposing old content expertly to support other content or regain its own rankings
- reconfiguring internal linking to support new keyword rankings
- strategizing internal linking and pagerank flow
- editing pages and meta tags to increase click throughs
- using analytics to identify keyword opportunities and problems
- creating strategies to create double or triple listings in results pages
- improving visibility in Google featured snippets
- building connections/relations with owners of high domain authority websites to capture a backlink
- finds other pros to outsource important tasks to (link building, PR, outreach)
Yes, there is so much to master, however the real hallmark of an SEO guru is strategy. If you have a webmaster, writer, social media specialist, it’s strategy that orchestrates them to perfection.
In concert with SEO are the demands of other marketing objectives such as branding, impact, engagement and all the touchpoints in the marketing and sales funnel. This is no small matter, because everyone in the company has expectations and objectives, and they may view SEO negatively.
Creating Expert Content
Good content is critical to mastery of SEO. Content or text is what is being processed. Well researched content using the right keywords in the right sequence allows us give Google the kind of message it wants. But Google’s Hummingbird, RankBrain and BERT algorithm components are checking to see if it’s all just pretty, but empty prose.
Search engines seek content with reliability, trust, credibility, coherence, and authoritativeness. You’ll need to bring in the right stats, noted experts, and citations and perhaps link to them. People link to good content – a key signal.
Has to Be Content That Gets Readers to Take a Desired Action
You’ll need to persuade prospects to stay engaged and move toward a purchase. Whether we are the writers or not, we must understand the narrative and make it work. Otherwise, visitors bounce because they lose interest.
We must also persuade other website publishers/writers to link to your website and talk about about your ideas, products and articles. Their trusted websites validate your content quality when they link to it. Convincing them often requires a sophisticated value proposition — “what’s in it for them?”
You’ll need a strategy involving building value for other publishers to get them to participate in your SEO strategy. That value is that it makes them feel good, supports up their own content to their readers, or is part of a business relationship with them.
You’ll need to scale this part up to capture many important backlinks. It’s strategic from bottom to top, and each part is deliberately powered up to make it that much better.
Visualize a Cheetah or a Greyhound dog and how many muscles, ligaments, bones and energy goes into a sprint of 200 yards. All that mental and physical effort must work in perfect harmony to achieve their great speed. Advanced SEO does the same with your website. Beyond the ordinary.
It’s All About the Right Topics
The topics you choose are key to success. Choosing the wrong topics means you’re irrelevant right off the bat. Writing on obvious subjects won’t be powerful enough because everyone writes on those topics. Via research and imagination, understanding prospects needs, SEOs come up with fresh, unique, and flavorful content ideas and topics.
SEO experts help to choose topics carefully and advise on writing them in a unique fashion. Advanced SEOs test out different ways of writing, with different phrasing, stories, narratives, headings, layout and linking patterns. And soon, using AI SEO software, we might better get better feedback for faster improvement.
To move to more elevated SEO, you have to delve into how Google processes and rates web content. These advanced elements focus on Google’s core search values:
Advanced SEO Elements
⦁ copywriting style (tone, reading level, pace, sentence and paragraph structure)
⦁ internal page linking strategy and pagerank flow throughout key pages
⦁ backlinks from relevant trusted websites
⦁ words, keywords, related words, and link anchor text usage
⦁ engaging, shareable, entertaining, informative content (video and infographics too)
⦁ knowing searcher intent (what do they want right now and how serious are they)
⦁ social media posts and sharing (creatively finding reach to prospects)
⦁ core algorithm components (pagerank, keyword reputation, popularity, domain authority, topics, content quality)
⦁ AI add on elements such as BERT and penguin
Strategic SEO is all about knowing Google’s ranking system intimately which is very difficult. Often you learn it by watching what happens to your own rankings as you make changes. If you’re aware of the changes you made, it may help you understand what Google has done. Additionally, having time to listen to other expert SEOs can add considerably to our own understanding.
Smart SEOs focus on the core algorithm features, not on trifling cosmetic changes that are hyped on marketing news sites or by Google themselves.
Strategy Comes First
Optimizing everything 100% is not a strategy. Strategy means picking and choosing a powerful route and supporting that route with the resources/assets you actually possess. Copying big media publishers is not strategy either because you may not have that kind of ranking power with your small business.
Advanced SEO strategy is built around your strengths, using the best of them, yet allowing you to build more strength and breadth.
There are a lot of strategies and tactics available for your website. An SEO expert will begin with a look at your market’s preferences and demand, search demand, keywords used, pay per click data, online competition, your UVP, your potential for social sharing, budget for content, and staff, money and resources available. Where will you get the assets that will rank above all your competitors?
Those are the ingredients for your advanced SEO recipe.
Which SEO assets, tools, and tactics are most important?
⦁ keyword research
⦁ subject research
⦁ industry knowledge and expertise
⦁ experience to share
⦁ copywriting and content development quality and productivity
⦁ creativity and imagination for new topics
⦁ graphic design services
⦁ competitor research
⦁ backlink research
⦁ social media savvy
⦁ company brand recognition
⦁ product or service unique value proposition
⦁ PR and outreach efforts
⦁ funnel analytics and AI SEO software insights
How Do They Put it All Together?
An SEO plan can help you bring together all the ingredients in order of importance. That may begin with an SEO audit. I’ve done plenty of them and they’re good for organization and communications with the client.
But a plan is just a layout. We have to build the highest quality assets possible, because as you read in other posts quality is paramount. But we must define quality, as we need it to be, and as Google defines it.
Do an audit of your content assets. Here’s a few items: Are they good enough? How have they failed to engage readers? Are the visuals horrible? Are you missing the right topics, angles, and keyword usage? Are you linking in sophisticated way, or obvious and redundant way? What is the problem your content solves? What are your prospects pain points and real intent? Do you have enough customer research and insight? Why will visitors share your content pieces?
After you take a critical look at your content, we can begin wireframing your core content plan and build a keyword/content path for Google and your visitors. At the same time we must be aware of how we’ll impact, engage and convert visitors to our customers. SEO and customer conversion aren’t the same thing, but we have to work them together.
Google’s System has an Underlying Schema
When you look at a human being, you don’t see the underlying network of bones, muscles, blood vessels, nutrients, and nerve fibers. If you’re dazzled by skin, hair, finger nails, and clothing, you’re not seeing things the way an SEO expert does. Experts see deeper.
An SEO expert can win many different ways. In fact, you could win with a big budget and lots of backlinks from key industry websites, with little onsite optimization. But then, so can your competitors.
The way to compete well is to leverage what you’ve got smartly. Beat your competitors with a stronger foundation that will weather all storms. That risk management and high performance all in one.
Give an SEO guru a chance because the upside could be awesome.
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