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Last year, I pitched a series of technical SEO topics for local SEO on twitter and got lots of positive feedback. One of these elements of technical SEO that can feel extremely daunting and unfamiliar to local SEOs is speed optimization. There are some key scenarios when local SEOs should seriously consider speed optimization, even for a small local client. After all, these clients are still impacted by the issues that come along with having a slower website — such as higher bounce rates, lower conversions, and worst of all, a poor user experience. There are also plenty of instances where speed optimization is a practical next step in your SEO strategy. If your client has great content, great links, but low engagement or rankings, speed issues may be the culprit. This case study is about a client just like that. The only service my team at RicketyRoo provided during the length of the case study was speed optimization, and we saw some impressive results. In this post, I’ll share o...

It’s a highly competitive market for SEO skills at the moment. But as a hiring manager, how do you ensure that you are selecting the right fit for your team, and not just the available candidates? It’s crucial for the well-being of your existing team, your prospective hires, as well as your SEO performance, to hire well. Who you hire, when, and in what order can come down to several factors. Working in-house may mean your budget for hiring SEOs is limited, so you might need to find someone who ticks a lot of skill boxes broadly, but less deeply. With an agency, or enterprise team, you may have the luxury of investing in a broad roster of talent where each individual is highly-focused. Skills needed for a well-rounded team Not every SEO team is created equal. You have to ensure that you’re hiring in a way that suits your organization. To do this, consider what skill sets already exist in your business and where there are gaps. SEO skills First, let’s look at some commonly sough...

Competitive SERP analysis (including our recently launched Competitive Analysis Suite ) is — by design — based on understanding the broader ecosystems of your ranking keywords. This is great if you’re an established business, but what if you’ve got a brand new site or are still developing your SEO strategy and aren’t ranking for many keywords? Consider, for example, the fictional site, Dice-E-Shop.com (shh.. just let me have this one). We plug it into True Competitor, wait for some magic to happen, and voila! Look at all the time you saved! Okay, it’s not ideal, but there is a solution, and I call it “Aspirational Analysis”. The basic idea is simple — find a few aspirational but realistic keywords (ones that you can hope to compete for in the mid-term), use those SERPs to find aspirational competitors, and analyze those competitors to chart your competitive course. 1. Aspirational keywords Let’s assume that you don’t know your competitive SEO landscape very well or that you want...

Google holds over 85% of global desktop search traffic and gets billions of searches per day. Google’s advertising revenue through Google Ads was $209.49 billion in 2021 , the majority of which came from search advertising.  Google Ads is very competitive and Google uses an auction system to decide which ads to show. When a search query is made with a keyword that has multiple bidders, Google Ads runs an auction to determine which ads are eligible to be shown for that keyword and their ad positions. Only ads that meet minimum quality requirements will be shown for a relevant search term. With so much competition, how can advertisers improve their performance on Google Ads? In this blog post, I cover the importance of Quality Score in the Google Ads auction. For more details about the Google Ads auction process and Ad Rank, read my last post on Understanding the Google Ads Auction & Why Ad Rank is important . What is Quality Score?  Quality Score is Google’s estimate of...

Google processes more than 8.5 billion searches every day. That’s more than 100,000 searches per second, thousands of which could lead a user to a purchase. It’s no wonder, then, that 60% of marketers list SEO as their number one inbound marketing priority . But generating organic traffic comes with challenges. Google has hundreds of billions of webpages in its index , competing for the top spots on search result pages. Not to mention, when you’re writing for search engines, you technically have two audiences: bots and humans. Let’s look at how these audiences compare and see who you should be writing for. Writing content for SEO: who to write for Bots and humans are the chicken and the egg of search engine optimization. You need humans to make a sale, but you can’t get the humans without the help of bots. The question is, which one comes first on your priority list? To answer that, let’s define each of these audiences. Writing for humans Human readers are the ones that can e...

As is often the case with SEO, if you’re doing it well, then you are probably already topically relevant. Topical authority isn’t new, but it’s a term that I’m seeing a lot right now in the SEO sphere. But hey — if you’ve not yet earned topical authority, now is a good time to start. In this article, I’ll take a deep dive into topical authority: what it is, how to earn it, and, importantly, how to strategically develop topical relevance. What is topical authority? Topical authority is a measure of authority built up through proven expertise and trust in your field. The more high-quality, informative pieces of content there are on your site, the more likely your website is to be perceived as a trusted source of information on a particular topic. To be topically authoritative, your site needs to serve your web user, answer all their questions, and provide high-quality content at every step of the buyer journey. Unlike domain authority (DA) , topical authority is more of a quantitat...