March 3, 2025 • 19 mins
Dive deep into the world of SEO with us as we unravel the intricacies of setting realistic expectations for your website's performance. In this episode, we tackle the common frustrations around why websites often miss the mark in search rankings and what businesses can do to shift their mindset toward long-term sustainable growth. Drawing insights from a comprehensive guide by SEO expert Don Phelps, we emphasize that SEO is not a race but a marathon that requires consistent effort and strategic planning.
Discover the key elements that form a strong SEO foundation, including technical SEO, user experience, and the importance of content strategy. We discuss how each piece fits into the larger puzzle of achieving visibility online while ensuring that your site remains engaging and user-friendly. Plus, learn about the critical role of backlinks and local SEO in boosting your authority and driving targeted traffic.
Throughout the episode, we share actionable tips on how to navigate the SEO landscape, set achievable goals, and measure success beyond mere keyword rankings. Remember that organic traffic growth and overall engagement metrics are vital for understanding your strategy's effectiveness. Join us for this insightful conversation, and don't miss your chance to enhance your SEO journey!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
All right, let's dive into SEO expectations.
You know that feeling whenyou're like why isn't my website
ranking higher?
Why isn't this working?
We've all been there, and tohelp us navigate this well,
sometimes confusing world, we'regoing to be looking at a guide
by Don Phelps, director of SEOat FSM.
Speaker 2 (00:17):
Yeah, and this guide really cuts to the chase.
You know it emphasizes that SEOis not about those quick tricks
, but it's really about settingyourself up for sustainable
growth long-term growth.
Speaker 1 (00:27):
Yeah, and speaking of long-term, one of the things
that really jumped out at me inthe guide is that whole like SEO
is a marathon, not a sprintthing, and I've heard that
before but like how does thatactually apply when you're, you
know, trying to say like outranka competitor or hit a specific
traffic target?
Speaker 2 (00:43):
I think the best way to think about it is you know,
would you expect to build askyscraper in a week?
Speaker 1 (00:47):
No.
Speaker 2 (00:48):
Of course not.
It takes time.
You have to lay that foundation, build each floor and then
eventually you reach thoseimpressive heights.
Speaker 1 (00:54):
Okay, so we've got to shift our mindset from thinking
short term to long term, butthe guide also breaks down like
some specific timeframes, whichI thought was really helpful.
Speaker 2 (01:02):
Yeah, it highlights that easier keywords you might
see results in three to sixmonths, which sounds pretty
promising.
Speaker 1 (01:09):
Yeah.
Speaker 2 (01:10):
But if you're aiming for those highly competitive
keywords, you're looking at 12to 18 months, maybe even longer,
and that can also be influencedby your industry and who you're
competing with.
Right you know, a localbusiness targeting a super
specific niche might see fasterresults than, say, a national
(01:31):
company who's battling it outwith huge brands.
Speaker 1 (01:33):
So patience is key.
I'm hearing.
Speaker 2 (01:36):
Yeah.
Speaker 1 (01:36):
But it's so tough when you're first starting out
and you see those rankingfluctuations like come on,
google, make up your mind.
Speaker 2 (01:43):
Well, actually those fluctuations are totally normal.
Search engines are constantlytesting your website.
They're trying to figure outwhere it fits best in this
massive online world.
It's kind of like imaginethey're shuffling a deck of
cards, trying to find theperfect order.
Speaker 1 (01:57):
Okay, that makes sense.
So as your website buildsauthority, improves its value,
those rankings should stabilizeand climb.
Speaker 2 (02:05):
Exactly, and that's where that holistic SEO approach
becomes super important.
We're not just talking aboutstuffing keywords everywhere.
You need to consider all thesedifferent elements that make a
website healthy and strong.
Speaker 1 (02:18):
Okay, so let's break that down.
What are those key elements?
Speaker 2 (02:21):
All right.
So the guide outlines severalTechnical SEO, content strategy,
backlinks, user experience andlocal SEO.
Let's start with technical SEOthat ensures that your website
runs smoothly.
You know behind the scenes.
Speaker 1 (02:34):
So that means it's fast, mobile-friendly, secure,
easy for search engines tounderstand.
Speaker 2 (02:39):
Exactly If your website has technical issues.
It's like having theseroadblocks that are hindering
your SEO progress.
Speaker 1 (02:45):
Makes sense.
Okay, then we have contentstrategy, and this is where we
get to be a little more creative, right?
Speaker 2 (02:51):
Yeah.
Speaker 1 (02:51):
Providing value to our audience, absolutely.
Speaker 2 (02:54):
Content is the heart of your website.
It's what draws people in,keeps them engaged, makes them
want to come back for more, andit's not just about churning out
any old blog posts.
And it's not just aboutchurning out any old blog posts.
It's about understanding youraudience, what they need,
creating really high qualitycontent that answers their
questions and provides genuinevalue.
Speaker 1 (03:11):
Then there are backlinks, which are kind of
like endorsements from otherwebsites, right, yeah, exactly
links to yours.
Speaker 2 (03:25):
It signals to search engines that your website is
worth checking out, and the morequality backlinks you have, the
more your website's authoritygrows in the eyes of those
search engines.
Speaker 1 (03:31):
But it's not just about the quantity right, it's
the quality of those backlinks.
Speaker 2 (03:34):
Absolutely.
A link from a well-respectedblog in your industry is going
to carry a lot more weight thana link from just some random
forum.
Speaker 1 (03:42):
There's a popularity contest where all the coolest
websites get to hang outtogether.
Speaker 2 (03:45):
In a way, yeah, and just like in real life, building
those connections takes timeand effort.
You gotta create valuablecontent that people wanna link
to participate in onlinecommunities and reach out to
potential partners.
Speaker 1 (03:58):
Okay, so technical SEO, that's the foundation,
content is the heart, and thenbacklinks are kind of like that
social proof.
So what about user experience?
How does that factor in?
Speaker 2 (04:08):
Imagine you walk into a store and it's cluttered,
poorly lit and hard to navigate.
What would you do?
Speaker 1 (04:13):
I would leave.
Speaker 2 (04:14):
Exactly the same goes for websites.
If your website is slow to load, confusing to navigate or just
unattractive, people aren'tgoing to stick around and that
sends a bad message to searchengines, which can hurt your
rankings.
Speaker 1 (04:27):
So a good user experience is important for both
visitors and search engines.
Speaker 2 (04:31):
Yes, and finally, we have local SEO.
If you have a physical store orif you offer services within a
specific geographic area,optimizing for those local
searches is critical.
Speaker 1 (04:43):
So you pop up when someone searches for a business
like yours in their area.
Speaker 2 (04:47):
Exactly.
This includes, you know,optimizing your Google business
profile, getting listed inrelevant directories, building
local citations.
Speaker 1 (04:54):
So many things to think about.
It's like putting together agiant puzzle.
Speaker 2 (04:57):
It is, and just like a puzzle, it takes time and
patience to see that biggerpicture.
Speaker 1 (05:02):
But it's interesting because we talk about SEO as an
investment, not an expense.
So how does that differ fromsomething like paid advertising?
Speaker 2 (05:09):
Well, with paid advertising, you're essentially
just renting traffic.
As soon as you stop paying,poof it disappears.
Speaker 1 (05:14):
Right.
Speaker 2 (05:15):
But with SEO you're building an asset, something
that lasts.
You're establishing that brandauthority and attracting organic
traffic that keeps flowing evenafter you've stopped actively
working on that specificcampaign.
Speaker 1 (05:27):
So, like a well-maintained garden, it can
yield a continuous harvest ofvisitors and customers.
Speaker 2 (05:32):
Exactly.
But just like a garden needsconstant care, so does your SEO
strategy.
You can't just plant the seedsand walk away.
Speaker 1 (05:38):
Yeah, it's like that, saying the best time to plant a
tree was 20 years ago.
The second best time is today.
We need to be proactive.
Make sure our SEO isconsistently being nurtured.
Speaker 2 (05:49):
Exactly, and one of the key ingredients for success
is open communication.
The guide emphasizes this theimportance of transparency
between the business and the SEOteam.
Speaker 1 (05:59):
So regular reports, data insights, open discussions
about what's working, what's notworking, what needs to be
adjusted.
Speaker 2 (06:06):
Exactly.
Think of it like a partnershipwhere both sides need to be on
the same page, sharinginformation, working together to
achieve those same goals.
Speaker 1 (06:14):
And speaking of goals , it's so easy to get fixated on
those keyword rankings, but isthat really the best way to
measure SEO success?
Speaker 2 (06:23):
You know rankings are important, but they're only one
piece of the puzzle.
We've got to look beyond justthose numbers and consider other
key performance indicators, orKPIs.
Speaker 1 (06:33):
Okay, like what else should we be looking at besides
just our position on the searchengine results page?
Speaker 2 (06:38):
Things like organic traffic growth.
Are more people finding yourwebsite through those search
engines?
We need to consider leads andconversions.
Are those visitors actuallyturning into customers or leads?
And then, how engaged arepeople with your content?
Are they bouncing off rightaway or are they sticking around
exploring?
And then domain authority asyour website gains authority,
(07:00):
those rankings will become morestable and continue to climb.
Speaker 1 (07:04):
So it's not just about that vanity metric of like
oh, I'm number one for thiskeyword, Right.
It's about attracting the rightpeople, engaging them with
valuable content and actuallydriving business growth.
Speaker 2 (07:13):
Exactly.
And that brings us to a reallyimportant point, which is
setting realistic expectations.
We've explored, you know, thetimeframes involved, the
importance of this holisticapproach, the differences
between SEO and paid ads and theneed for communication.
But how do we translate all ofthis into those actionable goals
and manage expectations,especially when we're working
(07:35):
with clients or stakeholders who, you know, might be eager for
those quick results?
Speaker 1 (07:41):
That's a great question and a perfect place to
pause.
We're going to be right backafter a word from our sponsor to
dig into the nitty-gritty ofsetting those realistic SEO
expectations.
Welcome back to our deep diveinto SEO expectations.
Before the break we weretalking about how important it
is to set realistic goals andexpectations right, which can be
kind of tricky becauseeverybody wants to see those
(08:03):
results like right now.
Speaker 2 (08:04):
Yeah, I mean, it's understandable, right?
People get excited about SEOand what it can do for them, but
we have to remind ourselves andthem that it's a marathon, not
a sprint.
You need that patience and thatconsistent effort.
Speaker 1 (08:17):
So how do you navigate that conversation right
when you're working with aclient or stakeholder and maybe
they are expecting that you knowinstant gratification?
How do we set thoseexpectations from the very
beginning?
Speaker 2 (08:28):
Well, one of the first steps is to really
understand where they're atright now.
Like Like.
What's their current situation?
Where are they in terms ofwebsite traffic rankings, that
overall online visibility?
What's going on?
Speaker 1 (08:40):
Okay, so get a baseline before we even start
talking about goals.
Speaker 2 (08:42):
Exactly.
Once we have a really clearpicture of where they're
starting from, then we can starttalking about setting those
goals.
You know, goals that areambitious but also achievable.
Speaker 1 (08:52):
So no promising that they'll be ranking number one
for their top keyword in like amonth.
Speaker 2 (08:56):
Definitely not.
Transparency is key right.
We need to manage expectationsright from the get go.
Explain that SEO is a process.
It's gradual and achievingsignificant results takes time.
Speaker 1 (09:08):
But that doesn't mean that we can't set like
aggressive goals, right.
Speaker 2 (09:11):
Oh, absolutely.
But make sure those goals arealigned with their overall
business objectives and theyhave those realistic timelines
attached to them.
Speaker 1 (09:20):
So, for example, if you're working with a brand new
business, maybe their initialgoal is just like getting
indexed by Google and startingto appear in search results at
all.
Speaker 2 (09:29):
Exactly, starting to appear in search results at all
Exactly, and then, once theyhave that initial visibility,
then you can start maybetargeting specific keywords and
gradually, you know, climbingthose rankings.
Speaker 1 (09:38):
If you're working with an established business
that already has a website, youknow the goals might be more
focused on increasing traffic,leads, conversions, that sort of
thing.
Speaker 2 (09:46):
Yeah, and it's so important to break down those,
those big picture goals, intosmaller, more manageable steps.
It not only makes the processless daunting but also allows
you to really track thatprogress effectively and
celebrate those small wins alongthe way.
Speaker 1 (10:00):
So it's like creating a roadmap.
Speaker 2 (10:01):
Yeah.
Speaker 1 (10:02):
Right With milestones instead of just like focusing
on that final destination.
Speaker 2 (10:06):
Precisely.
And remember SEO is not a setit and forget it thing.
It needs continuous monitoring,analysis, optimization.
Speaker 1 (10:15):
Okay, so we can't just set it and forget it.
What does that?
Ongoing maintenance, you know,optimization what does that
actually look like?
Speaker 2 (10:23):
It involves tracking your results, identifying areas
where you can improve and adaptto those ever-changing search
landscapes.
Right, so you need to keep aneye on keyword rankings, but
don't get too fixated on thosenumbers.
Speaker 1 (10:35):
Like we talked about, you got to look at the bigger
picture.
All those other KPIs.
Speaker 2 (10:38):
Exactly.
You need to analyze yourwebsite traffic, understand
where your visitors are comingfrom, how they're interacting
with their content.
Tools like Google Analytics cangive you those super valuable
insights into user behavior.
Speaker 1 (10:50):
And if you're seeing, for example, a high bounce rate
, that could be a sign thatpeople aren't finding what
they're looking for, or maybeyour website just isn't very
user-friendly.
Speaker 2 (10:59):
Exactly, and that's where you might want to dive
deeper into UX optimization.
There are tools out there, likeheat maps and A-B testing, that
can help you identify thoseareas for improvement.
Speaker 1 (11:09):
So we're constantly collecting data, analyzing it,
making adjustments to improvethat website's performance, like
a continuous feedback loop.
Speaker 2 (11:18):
It is, and that's where working with an
experienced SEO pro can beincredibly valuable.
They can provide that expertise, that guidance, the
accountability that you need tostay on track.
Speaker 1 (11:28):
But what if someone's just starting out?
You know, maybe they don't havethe budget to hire an SEO
expert.
What resources are available tothem?
Speaker 2 (11:36):
There are so many free resources available online
Blogs, articles, online courses,even podcasts like this one can
give you really valuableinformation and insights.
Speaker 1 (11:45):
Yeah.
Speaker 2 (11:45):
And don't underestimate the power of
networking.
Connecting with other SEO proscan give you support, motivation
, new perspectives.
Speaker 1 (11:53):
Like having a community of you know, fellow
marathon runners, to cheer youon and give you advice.
Speaker 2 (11:58):
Exactly, you don't have to go it alone.
Speaker 1 (11:59):
So we've talked about setting realistic goals,
tracking progress, consistentlyoptimizing that SEO strategy.
But what about when thoseclients you know, or those
stakeholders get impatient?
They start demanding resultsfaster?
How do you manage thoseexpectations and still stick to
that long-term approach?
Speaker 2 (12:17):
That's where clear and consistent communication is
like super important.
Remind them of the goals you'veset together the progress
that's already been made.
Speaker 1 (12:24):
Reinforce that SEO is a marathon, not a sprint idea.
Speaker 2 (12:26):
Exactly and back it up with data.
Show them those positive trends, even if they are small, you
know, highlight the organictraffic growth.
Maybe some improved rankingsfor certain keywords increase in
leads or conversions.
Speaker 1 (12:38):
So even if they're not seeing those like dramatic
overnight changes they mighthave hoped for, we can still
show them that their SEOinvestment is actually starting
to work.
Speaker 2 (12:46):
Precisely, and if they're still antsy, maybe
consider incorporating somefaster, you know, albeit riskier
SEO tactics into your strategy.
Speaker 1 (12:56):
Ooh, like what would be an example of, like a riskier
move.
Speaker 2 (13:00):
You could look into paid link building or focus on
targeting those less competitivelong tail keywords.
But you've got to be reallycareful.
Approach these tacticscautiously and ethically.
Speaker 1 (13:12):
So no black hat SEO tricks or anything that could
get the website penalized byGoogle.
Speaker 2 (13:16):
Absolutely not.
It's always best to prioritizethat long-term sustainability.
You know, build a website thatboth users and search engines
love.
Speaker 1 (13:24):
So transparency, data-driven communication, maybe
a little sprinkle of thosecarefully considered quick wins
can help manage expectations,but ultimately it's really about
just reinforcing the value ofthat long-term SEO journey.
Speaker 2 (13:38):
Exactly, it's about building that strong online
presence that will just continueto attract visitors and
customers for years to come.
Speaker 1 (13:45):
So, as we wrap up this part of our deep dive, what
would you say are some keytakeaways for our listeners?
Speaker 2 (13:50):
First and foremost, setting those realistic
expectations is crucial for SEOsuccess.
Speaker 1 (13:54):
Don't get discouraged if you don't see results
immediately.
It's a process, patience andpersistence.
Speaker 2 (14:00):
Second, focus on building that strong foundation
for your website technical SEO,that high quality content, those
valuable backlinks.
Speaker 1 (14:09):
Build that skyscraper one floor at a time.
Speaker 2 (14:11):
And finally embrace that SEO is ongoing.
It's a journey, it's monitoring, it's analyzing, it's
optimizing.
Speaker 1 (14:18):
Not set it and forget it.
Stay engaged, adapt.
Speaker 2 (14:21):
And one final thought Don't underestimate that human
connection.
Speaker 1 (14:33):
And one final thought Don't underestimate that human
connection.
Find a supportive community,whether it's other SEO pros or
just like-minded people who canoffer that guidance, that
encouragement along the way.
But going beyond keywordrankings, so let's dive into
what those KPIs, those keyperformance indicators, actually
look like in the real world,how we can use them to make
those data-driven decisions.
Speaker 2 (14:52):
That's a great question and a perfect
transition to the final part ofour deep dive.
We'll be back after a quickmessage to really explore that
world of SEO, kpis, how to usethose insights to fine-tune your
strategy and get those maximumresults.
Speaker 1 (15:04):
All right, welcome back to our deep dive.
All about SEO expectations.
We've talked about, you know,setting those realistic goals,
that whole ongoing nature of SEO.
But let's talk about measuringthe impact of all that work
we're putting in.
We touched on the idea oflooking beyond just keyword
rankings, right Like looking atthose key performance indicators
(15:25):
, those KPIs.
Speaker 2 (15:25):
Yeah, keyword rankings can be helpful, but
they're just one small piece ofthe puzzle.
You know, it's like judging abook just by its cover.
We got to open it up right,read the content or, in this
case, you know, look at the datato get the full picture.
Speaker 1 (15:38):
Okay, so let's open that book of data.
What are some of the other KPIswe should be keeping an eye on?
Speaker 2 (15:43):
One of the most important ones is organic
traffic growth.
Right, how many people arefinding our website through
search engines?
We want to see that numbergoing up.
Speaker 1 (15:51):
Okay.
So if I see my organic trafficis going up, that's a good sign.
Speaker 2 (15:55):
Generally speaking, yes, it means your SEO efforts
are bringing in more people toyour website, but we also want
to look at the quality of thattraffic.
Are these people who areactually going to be interested
in what you're offering?
Speaker 1 (16:05):
Right, like, are they going to stick around, right,
and that's where leads andconversions come in, right.
Yeah, are people actuallysigning up for your newsletter,
downloading a resource you know,making a purchase?
Speaker 2 (16:15):
Exactly those KPIs tell us whether your website is
actually turning visitors intocustomers or leads.
If you're seeing tons oftraffic but like no conversions,
it might be a sign that youneed to tweak your website
content or user experience.
Speaker 1 (16:31):
Right, we don't just want people coming and going, we
want them to stick around,actually engage with that
content and, you know, hopefullytake some kind of action.
Speaker 2 (16:40):
Exactly.
And that brings us toengagement metrics, right, like
how are people interacting withyour website?
Are they actually spending timeon those pages clicking through
to engagement metrics right,like how are people interacting
with your website?
Are they actually spending timeon those pages, clicking
through to other pages, leavingcomments, sharing on social
media?
All that.
Speaker 1 (16:53):
So if someone lands on my website and like,
immediately clicks away, that'snot a good sign.
Speaker 2 (16:57):
Could be a sign that your content's not relevant or
that your website's just notuser friendly.
It happens.
Speaker 1 (17:02):
So we got organic traffic, leads and conversions,
those engagement metrics.
Anything else we should bekeeping an eye on?
Speaker 2 (17:08):
Yeah, domain authority is another big one.
It's basically how trustworthyand authoritative your website
seems to search engines.
Speaker 1 (17:15):
So the higher my domain authority, the more
Google kind of trusts my website.
Speaker 2 (17:19):
Pretty much, and a higher domain authority can lead
to better rankings and moreorganic traffic.
It all kind of works together.
Speaker 1 (17:26):
Seems like a lot to juggle.
How do we make sense of allthis data and then actually use
it to make our SEO strategybetter?
Speaker 2 (17:32):
That's where you know data analysis tools come in
right Things like GoogleAnalytics.
Those can help you track thoseKPIs and look for any trends or
patterns that might pop up.
Then you can use those insightsto make decisions about your
content, your website design,your overall SEO.
Speaker 1 (17:48):
So, for example, if I see a high bounce rate on one
specific page, I should probablydig into why people are leaving
so quickly.
Maybe tweak the content or thedesign to make it a little more
engaging.
Keep people on the page.
Speaker 2 (18:00):
Exactly.
Or let's say you notice onespecific blog post is bringing
in tons of traffic and peopleare really converting.
Maybe you should write morecontent on that same topic or
promote that post even more.
Speaker 1 (18:12):
So it's really about using the data to make better
decisions and fine tuning thoseefforts all the time.
Speaker 2 (18:17):
Yep, that's what makes all the difference.
Speaker 1 (18:19):
So, as we wrap up our deep dive today, any last words
of wisdom for our listeners.
When it comes to measuring, youknow SEO success.
Speaker 2 (18:26):
Don't forget SEO is a long game.
You're not going to see hugeresults overnight.
You need patience, staypersistent and track your
progress over time.
Speaker 1 (18:36):
And don't just focus on those keyword rankings right,
look at the big picture thatorganic traffic leads
conversions, engagement, allthat good stuff.
Speaker 2 (18:45):
Right.
Use the data to help you makebetter decisions and keep making
your website and your SEOstrategy better and better.
Speaker 1 (18:52):
And don't be afraid to try new things.
Things change fast in SEO, sowhat works today might not work
tomorrow.
So stay curious, keep learningand don't be afraid to adjust.
Speaker 2 (19:01):
Yeah, and remember, you don't have to do it all
alone.
Find those communities, theother SEO pros you know.
Find people you can learn fromand get support from.
It makes a big difference.
Speaker 1 (19:11):
Totally.
Seo can feel a littleoverwhelming, but it's also
super rewarding, yeah, you know,when you get it right.
So by setting those realisticexpectations, focusing on the
right stuff and, you know,consistently putting in the work
, we can unlock the power of SEOand really see our businesses
grow.
Speaker 2 (19:27):
I totally agree and you know, ultimately the most
important metric is how SEO isimpacting your business goals
yeah are you bringing in theright people, making sales,
building a brand that peoplereally connect with?
If you're doing that, you're onthe right track.
Speaker 1 (19:41):
I love that point.
Alright, thanks for joining usfor this deep dive into SEO
expectations.
We hope you learned a lot andfeel a little more empowered to
tackle your SEO.
Until next time, keep exploring, keep learning and keep on
diving deep into the world ofSEO.
All right, let's dive into SEO expectations.
You know that feeling whenyou're like why isn't my website
ranking higher?
Why isn't this working?
We've all been there, and tohelp us navigate this well,
sometimes confusing world, we'regoing to be looking at a guide
by Don Phelps, director of SEOat FSM.
Speaker 2 (00:17):
Yeah, and this guide really cuts to the chase.
You know it emphasizes that SEOis not about those quick tricks
, but it's really about settingyourself up for sustainable
growth long-term growth.
Speaker 1 (00:27):
Yeah, and speaking of long-term, one of the things
that really jumped out at me inthe guide is that whole like SEO
is a marathon, not a sprintthing, and I've heard that
before but like how does thatactually apply when you're, you
know, trying to say like outranka competitor or hit a specific
traffic target?
Speaker 2 (00:43):
I think the best way to think about it is you know,
would you expect to build askyscraper in a week?
Speaker 1 (00:47):
No.
Speaker 2 (00:48):
Of course not.
It takes time.
You have to lay that foundation, build each floor and then
eventually you reach thoseimpressive heights.
Speaker 1 (00:54):
Okay, so we've got to shift our mindset from thinking
short term to long term, butthe guide also breaks down like
some specific timeframes, whichI thought was really helpful.
Speaker 2 (01:02):
Yeah, it highlights that easier keywords you might
see results in three to sixmonths, which sounds pretty
promising.
Speaker 1 (01:09):
Yeah.
Speaker 2 (01:10):
But if you're aiming for those highly competitive
keywords, you're looking at 12to 18 months, maybe even longer,
and that can also be influencedby your industry and who you're
competing with.
Right you know, a localbusiness targeting a super
specific niche might see fasterresults than, say, a national
(01:31):
company who's battling it outwith huge brands.
Speaker 1 (01:33):
So patience is key.
I'm hearing.
Speaker 2 (01:36):
Yeah.
Speaker 1 (01:36):
But it's so tough when you're first starting out
and you see those rankingfluctuations like come on,
google, make up your mind.
Speaker 2 (01:43):
Well, actually those fluctuations are totally normal.
Search engines are constantlytesting your website.
They're trying to figure outwhere it fits best in this
massive online world.
It's kind of like imaginethey're shuffling a deck of
cards, trying to find theperfect order.
Speaker 1 (01:57):
Okay, that makes sense.
So as your website buildsauthority, improves its value,
those rankings should stabilizeand climb.
Speaker 2 (02:05):
Exactly, and that's where that holistic SEO approach
becomes super important.
We're not just talking aboutstuffing keywords everywhere.
You need to consider all thesedifferent elements that make a
website healthy and strong.
Speaker 1 (02:18):
Okay, so let's break that down.
What are those key elements?
Speaker 2 (02:21):
All right.
So the guide outlines severalTechnical SEO, content strategy,
backlinks, user experience andlocal SEO.
Let's start with technical SEOthat ensures that your website
runs smoothly.
You know behind the scenes.
Speaker 1 (02:34):
So that means it's fast, mobile-friendly, secure,
easy for search engines tounderstand.
Speaker 2 (02:39):
Exactly If your website has technical issues.
It's like having theseroadblocks that are hindering
your SEO progress.
Speaker 1 (02:45):
Makes sense.
Okay, then we have contentstrategy, and this is where we
get to be a little more creative, right?
Speaker 2 (02:51):
Yeah.
Speaker 1 (02:51):
Providing value to our audience, absolutely.
Speaker 2 (02:54):
Content is the heart of your website.
It's what draws people in,keeps them engaged, makes them
want to come back for more, andit's not just about churning out
any old blog posts.
And it's not just aboutchurning out any old blog posts.
It's about understanding youraudience, what they need,
creating really high qualitycontent that answers their
questions and provides genuinevalue.
Speaker 1 (03:11):
Then there are backlinks, which are kind of
like endorsements from otherwebsites, right, yeah, exactly
links to yours.
Speaker 2 (03:25):
It signals to search engines that your website is
worth checking out, and the morequality backlinks you have, the
more your website's authoritygrows in the eyes of those
search engines.
Speaker 1 (03:31):
But it's not just about the quantity right, it's
the quality of those backlinks.
Speaker 2 (03:34):
Absolutely.
A link from a well-respectedblog in your industry is going
to carry a lot more weight thana link from just some random
forum.
Speaker 1 (03:42):
There's a popularity contest where all the coolest
websites get to hang outtogether.
Speaker 2 (03:45):
In a way, yeah, and just like in real life, building
those connections takes timeand effort.
You gotta create valuablecontent that people wanna link
to participate in onlinecommunities and reach out to
potential partners.
Speaker 1 (03:58):
Okay, so technical SEO, that's the foundation,
content is the heart, and thenbacklinks are kind of like that
social proof.
So what about user experience?
How does that factor in?
Speaker 2 (04:08):
Imagine you walk into a store and it's cluttered,
poorly lit and hard to navigate.
What would you do?
Speaker 1 (04:13):
I would leave.
Speaker 2 (04:14):
Exactly the same goes for websites.
If your website is slow to load, confusing to navigate or just
unattractive, people aren'tgoing to stick around and that
sends a bad message to searchengines, which can hurt your
rankings.
Speaker 1 (04:27):
So a good user experience is important for both
visitors and search engines.
Speaker 2 (04:31):
Yes, and finally, we have local SEO.
If you have a physical store orif you offer services within a
specific geographic area,optimizing for those local
searches is critical.
Speaker 1 (04:43):
So you pop up when someone searches for a business
like yours in their area.
Speaker 2 (04:47):
Exactly.
This includes, you know,optimizing your Google business
profile, getting listed inrelevant directories, building
local citations.
Speaker 1 (04:54):
So many things to think about.
It's like putting together agiant puzzle.
Speaker 2 (04:57):
It is, and just like a puzzle, it takes time and
patience to see that biggerpicture.
Speaker 1 (05:02):
But it's interesting because we talk about SEO as an
investment, not an expense.
So how does that differ fromsomething like paid advertising?
Speaker 2 (05:09):
Well, with paid advertising, you're essentially
just renting traffic.
As soon as you stop paying,poof it disappears.
Speaker 1 (05:14):
Right.
Speaker 2 (05:15):
But with SEO you're building an asset, something
that lasts.
You're establishing that brandauthority and attracting organic
traffic that keeps flowing evenafter you've stopped actively
working on that specificcampaign.
Speaker 1 (05:27):
So, like a well-maintained garden, it can
yield a continuous harvest ofvisitors and customers.
Speaker 2 (05:32):
Exactly.
But just like a garden needsconstant care, so does your SEO
strategy.
You can't just plant the seedsand walk away.
Speaker 1 (05:38):
Yeah, it's like that, saying the best time to plant a
tree was 20 years ago.
The second best time is today.
We need to be proactive.
Make sure our SEO isconsistently being nurtured.
Speaker 2 (05:49):
Exactly, and one of the key ingredients for success
is open communication.
The guide emphasizes this theimportance of transparency
between the business and the SEOteam.
Speaker 1 (05:59):
So regular reports, data insights, open discussions
about what's working, what's notworking, what needs to be
adjusted.
Speaker 2 (06:06):
Exactly.
Think of it like a partnershipwhere both sides need to be on
the same page, sharinginformation, working together to
achieve those same goals.
Speaker 1 (06:14):
And speaking of goals , it's so easy to get fixated on
those keyword rankings, but isthat really the best way to
measure SEO success?
Speaker 2 (06:23):
You know rankings are important, but they're only one
piece of the puzzle.
We've got to look beyond justthose numbers and consider other
key performance indicators, orKPIs.
Speaker 1 (06:33):
Okay, like what else should we be looking at besides
just our position on the searchengine results page?
Speaker 2 (06:38):
Things like organic traffic growth.
Are more people finding yourwebsite through those search
engines?
We need to consider leads andconversions.
Are those visitors actuallyturning into customers or leads?
And then, how engaged arepeople with your content?
Are they bouncing off rightaway or are they sticking around
exploring?
And then domain authority asyour website gains authority,
(07:00):
those rankings will become morestable and continue to climb.
Speaker 1 (07:04):
So it's not just about that vanity metric of like
oh, I'm number one for thiskeyword, Right.
It's about attracting the rightpeople, engaging them with
valuable content and actuallydriving business growth.
Speaker 2 (07:13):
Exactly.
And that brings us to a reallyimportant point, which is
setting realistic expectations.
We've explored, you know, thetimeframes involved, the
importance of this holisticapproach, the differences
between SEO and paid ads and theneed for communication.
But how do we translate all ofthis into those actionable goals
and manage expectations,especially when we're working
(07:35):
with clients or stakeholders who, you know, might be eager for
those quick results?
Speaker 1 (07:41):
That's a great question and a perfect place to
pause.
We're going to be right backafter a word from our sponsor to
dig into the nitty-gritty ofsetting those realistic SEO
expectations.
Welcome back to our deep diveinto SEO expectations.
Before the break we weretalking about how important it
is to set realistic goals andexpectations right, which can be
kind of tricky becauseeverybody wants to see those
(08:03):
results like right now.
Speaker 2 (08:04):
Yeah, I mean, it's understandable, right?
People get excited about SEOand what it can do for them, but
we have to remind ourselves andthem that it's a marathon, not
a sprint.
You need that patience and thatconsistent effort.
Speaker 1 (08:17):
So how do you navigate that conversation right
when you're working with aclient or stakeholder and maybe
they are expecting that you knowinstant gratification?
How do we set thoseexpectations from the very
beginning?
Speaker 2 (08:28):
Well, one of the first steps is to really
understand where they're atright now.
Like Like.
What's their current situation?
Where are they in terms ofwebsite traffic rankings, that
overall online visibility?
What's going on?
Speaker 1 (08:40):
Okay, so get a baseline before we even start
talking about goals.
Speaker 2 (08:42):
Exactly.
Once we have a really clearpicture of where they're
starting from, then we can starttalking about setting those
goals.
You know, goals that areambitious but also achievable.
Speaker 1 (08:52):
So no promising that they'll be ranking number one
for their top keyword in like amonth.
Speaker 2 (08:56):
Definitely not.
Transparency is key right.
We need to manage expectationsright from the get go.
Explain that SEO is a process.
It's gradual and achievingsignificant results takes time.
Speaker 1 (09:08):
But that doesn't mean that we can't set like
aggressive goals, right.
Speaker 2 (09:11):
Oh, absolutely.
But make sure those goals arealigned with their overall
business objectives and theyhave those realistic timelines
attached to them.
Speaker 1 (09:20):
So, for example, if you're working with a brand new
business, maybe their initialgoal is just like getting
indexed by Google and startingto appear in search results at
all.
Speaker 2 (09:29):
Exactly, starting to appear in search results at all
Exactly, and then, once theyhave that initial visibility,
then you can start maybetargeting specific keywords and
gradually, you know, climbingthose rankings.
Speaker 1 (09:38):
If you're working with an established business
that already has a website, youknow the goals might be more
focused on increasing traffic,leads, conversions, that sort of
thing.
Speaker 2 (09:46):
Yeah, and it's so important to break down those,
those big picture goals, intosmaller, more manageable steps.
It not only makes the processless daunting but also allows
you to really track thatprogress effectively and
celebrate those small wins alongthe way.
Speaker 1 (10:00):
So it's like creating a roadmap.
Speaker 2 (10:01):
Yeah.
Speaker 1 (10:02):
Right With milestones instead of just like focusing
on that final destination.
Speaker 2 (10:06):
Precisely.
And remember SEO is not a setit and forget it thing.
It needs continuous monitoring,analysis, optimization.
Speaker 1 (10:15):
Okay, so we can't just set it and forget it.
What does that?
Ongoing maintenance, you know,optimization what does that
actually look like?
Speaker 2 (10:23):
It involves tracking your results, identifying areas
where you can improve and adaptto those ever-changing search
landscapes.
Right, so you need to keep aneye on keyword rankings, but
don't get too fixated on thosenumbers.
Speaker 1 (10:35):
Like we talked about, you got to look at the bigger
picture.
All those other KPIs.
Speaker 2 (10:38):
Exactly.
You need to analyze yourwebsite traffic, understand
where your visitors are comingfrom, how they're interacting
with their content.
Tools like Google Analytics cangive you those super valuable
insights into user behavior.
Speaker 1 (10:50):
And if you're seeing, for example, a high bounce rate
, that could be a sign thatpeople aren't finding what
they're looking for, or maybeyour website just isn't very
user-friendly.
Speaker 2 (10:59):
Exactly, and that's where you might want to dive
deeper into UX optimization.
There are tools out there, likeheat maps and A-B testing, that
can help you identify thoseareas for improvement.
Speaker 1 (11:09):
So we're constantly collecting data, analyzing it,
making adjustments to improvethat website's performance, like
a continuous feedback loop.
Speaker 2 (11:18):
It is, and that's where working with an
experienced SEO pro can beincredibly valuable.
They can provide that expertise, that guidance, the
accountability that you need tostay on track.
Speaker 1 (11:28):
But what if someone's just starting out?
You know, maybe they don't havethe budget to hire an SEO
expert.
What resources are available tothem?
Speaker 2 (11:36):
There are so many free resources available online
Blogs, articles, online courses,even podcasts like this one can
give you really valuableinformation and insights.
Speaker 1 (11:45):
Yeah.
Speaker 2 (11:45):
And don't underestimate the power of
networking.
Connecting with other SEO proscan give you support, motivation
, new perspectives.
Speaker 1 (11:53):
Like having a community of you know, fellow
marathon runners, to cheer youon and give you advice.
Speaker 2 (11:58):
Exactly, you don't have to go it alone.
Speaker 1 (11:59):
So we've talked about setting realistic goals,
tracking progress, consistentlyoptimizing that SEO strategy.
But what about when thoseclients you know, or those
stakeholders get impatient?
They start demanding resultsfaster?
How do you manage thoseexpectations and still stick to
that long-term approach?
Speaker 2 (12:17):
That's where clear and consistent communication is
like super important.
Remind them of the goals you'veset together the progress
that's already been made.
Speaker 1 (12:24):
Reinforce that SEO is a marathon, not a sprint idea.
Speaker 2 (12:26):
Exactly and back it up with data.
Show them those positive trends, even if they are small, you
know, highlight the organictraffic growth.
Maybe some improved rankingsfor certain keywords increase in
leads or conversions.
Speaker 1 (12:38):
So even if they're not seeing those like dramatic
overnight changes they mighthave hoped for, we can still
show them that their SEOinvestment is actually starting
to work.
Speaker 2 (12:46):
Precisely, and if they're still antsy, maybe
consider incorporating somefaster, you know, albeit riskier
SEO tactics into your strategy.
Speaker 1 (12:56):
Ooh, like what would be an example of, like a riskier
move.
Speaker 2 (13:00):
You could look into paid link building or focus on
targeting those less competitivelong tail keywords.
But you've got to be reallycareful.
Approach these tacticscautiously and ethically.
Speaker 1 (13:12):
So no black hat SEO tricks or anything that could
get the website penalized byGoogle.
Speaker 2 (13:16):
Absolutely not.
It's always best to prioritizethat long-term sustainability.
You know, build a website thatboth users and search engines
love.
Speaker 1 (13:24):
So transparency, data-driven communication, maybe
a little sprinkle of thosecarefully considered quick wins
can help manage expectations,but ultimately it's really about
just reinforcing the value ofthat long-term SEO journey.
Speaker 2 (13:38):
Exactly, it's about building that strong online
presence that will just continueto attract visitors and
customers for years to come.
Speaker 1 (13:45):
So, as we wrap up this part of our deep dive, what
would you say are some keytakeaways for our listeners?
Speaker 2 (13:50):
First and foremost, setting those realistic
expectations is crucial for SEOsuccess.
Speaker 1 (13:54):
Don't get discouraged if you don't see results
immediately.
It's a process, patience andpersistence.
Speaker 2 (14:00):
Second, focus on building that strong foundation
for your website technical SEO,that high quality content, those
valuable backlinks.
Speaker 1 (14:09):
Build that skyscraper one floor at a time.
Speaker 2 (14:11):
And finally embrace that SEO is ongoing.
It's a journey, it's monitoring, it's analyzing, it's
optimizing.
Speaker 1 (14:18):
Not set it and forget it.
Stay engaged, adapt.
Speaker 2 (14:21):
And one final thought Don't underestimate that human
connection.
Speaker 1 (14:33):
And one final thought Don't underestimate that human
connection.
Find a supportive community,whether it's other SEO pros or
just like-minded people who canoffer that guidance, that
encouragement along the way.
But going beyond keywordrankings, so let's dive into
what those KPIs, those keyperformance indicators, actually
look like in the real world,how we can use them to make
those data-driven decisions.
Speaker 2 (14:52):
That's a great question and a perfect
transition to the final part ofour deep dive.
We'll be back after a quickmessage to really explore that
world of SEO, kpis, how to usethose insights to fine-tune your
strategy and get those maximumresults.
Speaker 1 (15:04):
All right, welcome back to our deep dive.
All about SEO expectations.
We've talked about, you know,setting those realistic goals,
that whole ongoing nature of SEO.
But let's talk about measuringthe impact of all that work
we're putting in.
We touched on the idea oflooking beyond just keyword
rankings, right Like looking atthose key performance indicators
(15:25):
, those KPIs.
Speaker 2 (15:25):
Yeah, keyword rankings can be helpful, but
they're just one small piece ofthe puzzle.
You know, it's like judging abook just by its cover.
We got to open it up right,read the content or, in this
case, you know, look at the datato get the full picture.
Speaker 1 (15:38):
Okay, so let's open that book of data.
What are some of the other KPIswe should be keeping an eye on?
Speaker 2 (15:43):
One of the most important ones is organic
traffic growth.
Right, how many people arefinding our website through
search engines?
We want to see that numbergoing up.
Speaker 1 (15:51):
Okay.
So if I see my organic trafficis going up, that's a good sign.
Speaker 2 (15:55):
Generally speaking, yes, it means your SEO efforts
are bringing in more people toyour website, but we also want
to look at the quality of thattraffic.
Are these people who areactually going to be interested
in what you're offering?
Speaker 1 (16:05):
Right, like, are they going to stick around, right,
and that's where leads andconversions come in, right.
Yeah, are people actuallysigning up for your newsletter,
downloading a resource you know,making a purchase?
Speaker 2 (16:15):
Exactly those KPIs tell us whether your website is
actually turning visitors intocustomers or leads.
If you're seeing tons oftraffic but like no conversions,
it might be a sign that youneed to tweak your website
content or user experience.
Speaker 1 (16:31):
Right, we don't just want people coming and going, we
want them to stick around,actually engage with that
content and, you know, hopefullytake some kind of action.
Speaker 2 (16:40):
Exactly.
And that brings us toengagement metrics, right, like
how are people interacting withyour website?
Are they actually spending timeon those pages clicking through
to engagement metrics right,like how are people interacting
with your website?
Are they actually spending timeon those pages, clicking
through to other pages, leavingcomments, sharing on social
media?
All that.
Speaker 1 (16:53):
So if someone lands on my website and like,
immediately clicks away, that'snot a good sign.
Speaker 2 (16:57):
Could be a sign that your content's not relevant or
that your website's just notuser friendly.
It happens.
Speaker 1 (17:02):
So we got organic traffic, leads and conversions,
those engagement metrics.
Anything else we should bekeeping an eye on?
Speaker 2 (17:08):
Yeah, domain authority is another big one.
It's basically how trustworthyand authoritative your website
seems to search engines.
Speaker 1 (17:15):
So the higher my domain authority, the more
Google kind of trusts my website.
Speaker 2 (17:19):
Pretty much, and a higher domain authority can lead
to better rankings and moreorganic traffic.
It all kind of works together.
Speaker 1 (17:26):
Seems like a lot to juggle.
How do we make sense of allthis data and then actually use
it to make our SEO strategybetter?
Speaker 2 (17:32):
That's where you know data analysis tools come in
right Things like GoogleAnalytics.
Those can help you track thoseKPIs and look for any trends or
patterns that might pop up.
Then you can use those insightsto make decisions about your
content, your website design,your overall SEO.
Speaker 1 (17:48):
So, for example, if I see a high bounce rate on one
specific page, I should probablydig into why people are leaving
so quickly.
Maybe tweak the content or thedesign to make it a little more
engaging.
Keep people on the page.
Speaker 2 (18:00):
Exactly.
Or let's say you notice onespecific blog post is bringing
in tons of traffic and peopleare really converting.
Maybe you should write morecontent on that same topic or
promote that post even more.
Speaker 1 (18:12):
So it's really about using the data to make better
decisions and fine tuning thoseefforts all the time.
Speaker 2 (18:17):
Yep, that's what makes all the difference.
Speaker 1 (18:19):
So, as we wrap up our deep dive today, any last words
of wisdom for our listeners.
When it comes to measuring, youknow SEO success.
Speaker 2 (18:26):
Don't forget SEO is a long game.
You're not going to see hugeresults overnight.
You need patience, staypersistent and track your
progress over time.
Speaker 1 (18:36):
And don't just focus on those keyword rankings right,
look at the big picture thatorganic traffic leads
conversions, engagement, allthat good stuff.
Speaker 2 (18:45):
Right.
Use the data to help you makebetter decisions and keep making
your website and your SEOstrategy better and better.
Speaker 1 (18:52):
And don't be afraid to try new things.
Things change fast in SEO, sowhat works today might not work
tomorrow.
So stay curious, keep learningand don't be afraid to adjust.
Speaker 2 (19:01):
Yeah, and remember, you don't have to do it all
alone.
Find those communities, theother SEO pros you know.
Find people you can learn fromand get support from.
It makes a big difference.
Speaker 1 (19:11):
Totally.
Seo can feel a littleoverwhelming, but it's also
super rewarding, yeah, you know,when you get it right.
So by setting those realisticexpectations, focusing on the
right stuff and, you know,consistently putting in the work
, we can unlock the power of SEOand really see our businesses
grow.
Speaker 2 (19:27):
I totally agree and you know, ultimately the most
important metric is how SEO isimpacting your business goals
yeah are you bringing in theright people, making sales,
building a brand that peoplereally connect with?
If you're doing that, you're onthe right track.
Speaker 1 (19:41):
I love that point.
Alright, thanks for joining usfor this deep dive into SEO
expectations.
We hope you learned a lot andfeel a little more empowered to
tackle your SEO.
Until next time, keep exploring, keep learning and keep on
diving deep into the world ofSEO.
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