March 10, 2025 • 14 mins
Navigating the intricate world of SEO can often lead businesses astray, with many caught in the alluring trap of vanity metrics. These numbers may look good but often misrepresent the true health of a website. In this episode, we unravel the reality of measuring success through more meaningful KPIs and actionable strategies that focus on genuine engagement rather than superficial data points.
Join us as we delve into the significance of understanding your audience and their search behavior. By conducting effective keyword research, businesses can align their content with what users are actively searching for, positioning their websites as relevant answers. We discuss how to elevate conversion rates, turning fleeting visits into lasting customer relationships, which ultimately drive sales and loyalty.
We also highlight the importance of local SEO for businesses catering to specific locations. By optimizing Google Business Profiles and accumulating positive reviews, businesses can significantly enhance their visibility in search results, driving organic traffic with local intent.
This episode wraps up with practical tips for enhancing technical SEO aspects, focusing on user experience, and tracking the right metrics through tools like Google Analytics. Remember, it's not about chasing vanity metrics; it’s about building genuine connections with your audience. Tune in, subscribe for more insights, and share your feedback with us!
Thanks for tuning in to Local SEO Unlocked! If you enjoyed today’s episode, don’t forget to subscribe, leave a review, and share it with others who want to master Local SEO. Stay connected with us weekly for more insights on SEO! Until next time, keep optimizing and stay ahead in local search!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Ever get that feeling like you're just grounding in
SEO data.
You know like you're swimmingin it but not actually getting
anywhere, like chasing numbersthat look good on a report or
whatever but don't actually doanything for your business.
Speaker 2 (00:10):
Yeah, I think we would all be in there.
Speaker 1 (00:12):
We're diving into that today the sneaky world of
vanity metrics in SEO it's atrap.
Speaker 2 (00:18):
pretty much everyone falls into at some point, Right?
Speaker 1 (00:19):
for sure, right For sure.
Our source material this timeis SEO Beyond Vanity Metrics to
Real Results, by Don Phelps, whois a local SEO expert.
Hopefully, by the end of this,we'll all know what to actually
focus on to actually get results.
Speaker 2 (00:35):
Yeah, sounds good.
Speaker 1 (00:40):
So first things first .
Speaker 2 (00:41):
what exactly are these vanity metrics everyone's
always going on about?
Well, you can think of themkind of like the SEO equivalent
of empty calories.
They look good on the surfacebut they don't really provide
any actual substance.
Things like domain authority orDA domain, dr, even that old
Alexa rank those are all vanitymetrics.
Speaker 1 (00:58):
Okay, so I see those scores all the time, but if they
don't really mean much, why dopeople even care about them?
Speaker 2 (01:04):
Well, it's human nature, I think, like you know
the simple numbers that seem totell a story.
Speaker 1 (01:09):
Right.
Speaker 2 (01:09):
The problem is, google doesn't actually use
these scores for rankingwebsites.
They're calculated bythird-party tools, not Google
itself.
Speaker 1 (01:19):
Wait, so those DA scores everyone's chasing.
Google doesn't even look atthem, Nope.
Speaker 2 (01:24):
Wow, and that's why they can be so misleading.
You could have a website with,like, an amazing DA score but
terrible organic traffic becauseit's not actually relevant to
what people are actuallysearching for.
Speaker 1 (01:33):
So it's kind of like judging a restaurant by how
fancy the sign out front is, notby how good the food is.
Speaker 2 (01:39):
Yeah, that's a great analogy.
Speaker 1 (01:41):
Okay.
Speaker 2 (01:41):
And what's worse is these vanity metrics.
They can actually bemanipulated.
Oh no, People buy links fromshady websites or use bots to
inflate their traffic so itmakes their DA look really good,
but it's not actually improvingthe site at all.
Speaker 1 (01:55):
So it's all smoke and mirrors.
That's actually kind of scary,because it means you could be
putting in like a ton of effortbut not getting anywhere.
Speaker 2 (02:01):
It happens all the time People get so focused on
these superficial numbers, theylose sight of what really
matters MELANIE WARRICK, whichis MARK MIRCHANDANI, Bringing
real people to their website whoare actually interested in what
they're offering.
Melanie.
Speaker 1 (02:11):
WARRICK.
Ok, I'm starting to get it.
So if these vanity metrics arethe wrong thing to be chasing,
what should we be focusing oninstead?
Speaker 2 (02:19):
SEO success well, the real game changer is attracting
organic traffic from Googleokay think about it people are
actively searching for somethingand your website pops up as a
relevant answer.
Speaker 1 (02:32):
Right, that's powerful that makes sense, but
how do we actually make surethat our website is the one that
shows up?
Speaker 2 (02:38):
well, it all starts with understanding your audience
and the language that theyactually use okay what are the
exact words and phrases thatthey type into Google when
they're searching for somethingthat's related to your website?
That's where keyword researchcomes in.
Speaker 1 (02:51):
So it's not just about any traffic.
It's about attracting the rightvisitors, people who are
actually interested in what weoffer.
Speaker 2 (02:57):
Exactly, and it's not enough to just get into your
website.
We need to make sure theyactually do something once they
get there.
Speaker 1 (03:02):
You're talking about conversion rates, right, getting
people to take action.
Speaker 2 (03:06):
Precisely.
A high conversion rate meansthat people were actually taking
those desired actions, whetherthat's, you know, making a
purchase, signing up for anewsletter or filling out a
contact form.
Speaker 1 (03:17):
So we need to think beyond just getting the clicks
and more about what happens whensomeone actually lands on our
site.
Speaker 2 (03:23):
Exactly about what happens when someone actually
lands on our site.
Exactly A website with a low DAscore that's generating leads
and sales is way more valuablethan a site with a high DA score
that's not converting visitorsinto customers.
Speaker 1 (03:33):
Okay, that's a really good point.
So it's not about vanity, it'sabout value.
Speaker 2 (03:37):
Exactly.
Speaker 1 (03:37):
What are some of the other key factors Don Phelps
highlights in the book?
Speaker 2 (03:42):
Well for businesses that operate in a specific
geographic location.
Google Business Profile, gbpand local SEO are incredibly
important.
Speaker 1 (03:51):
That's like making sure your business pops up when
someone searches for a coffeeshop in their neighborhood or
something right.
Speaker 2 (03:56):
That's exactly it.
Think of it as your onlinestorefront.
Okay, Reviews, accuratebusiness information and
citations all contribute tolocal SEO success.
Speaker 1 (04:06):
So managing our online presence on Google Maps
is crucial, especially forbusinesses that rely on local
customers.
Speaker 2 (04:13):
For sure.
Speaker 1 (04:14):
What else should we keep in mind?
Speaker 2 (04:17):
Ultimately, we need to track ROI, not just metrics.
It's easy to get lost in thenumbers game, but the goal is to
actually see a positive returnon our SEO investment.
Speaker 1 (04:28):
That's a great point.
We need to make sure ourefforts are actually
contributing to the bottom line.
So how do we actually shift ourfocus away from those tempting
vanity metrics and towardsstrategies that actually deliver
tangible results?
Speaker 2 (04:39):
Well, Don Phelps offers some great actionable
advice in his book, and that'swhat we'll be diving into next.
Speaker 1 (04:45):
Okay, let's get into that.
I'm ready to ditch the fluffand focus on what actually works
.
Okay, so we've debunked themyth of vanity metrics.
Now let's talk about what weshould be doing.
Don mentioned some actionableadvice in his book.
What are some of the keytakeaways you found helpful?
Speaker 2 (05:02):
One of the most powerful things you can do is
create high quality content thatgenuinely helps your audience.
Okay, think about whatquestions they're asking and
provide in-depth answers.
Speaker 1 (05:13):
So it's not just about stuffing keywords into a
page, but actually providingvalue.
Speaker 2 (05:17):
Exactly.
The content should bewell-written, engaging and easy
to understand, and it's not justabout text either.
Speaker 1 (05:23):
Right.
Speaker 2 (05:24):
Consider using visuals, videos or even
interactive elements.
Speaker 1 (05:27):
That makes sense, but even with great content, don't?
We also need other websites tolink back to ours for Google to
take notice?
Speaker 2 (05:34):
Absolutely.
Backlinks are like votes ofconfidence from other sites.
They tell Google hey, thiswebsite has valuable information
that people trust.
Speaker 1 (05:40):
So how do we go about getting those backlinks?
Speaker 2 (05:43):
It starts with the same principle creating content
that other websites want to linkto.
It could be a detailed guide,original research or even just a
really well-written opinionpiece.
Speaker 1 (05:53):
So we need to think about what would be valuable to
other websites in our industry,not just our own audience.
Speaker 2 (05:59):
That's a great point.
You can also reach out to otherwebsites and blogs, guest posts
or participate in industryforums to build relationships
and get your content in front ofa wider audience.
Speaker 1 (06:09):
That sounds like a lot of work.
Is there anything we can do onour own website to improve SEO
without relying on other sites?
Speaker 2 (06:16):
Technical SEO is often overlooked, but it can
make a huge difference.
This is about making sure yourwebsite is structured in a way
that Google can easilyunderstand.
Speaker 1 (06:25):
What are some examples of technical SEO that
we should be paying attention to?
Speaker 2 (06:29):
Page speed is a big one.
If your website takes foreverto load, people will bounce and
Google will notice.
Speaker 1 (06:38):
You also need to make sure your site is mobile
friendly, as more and morepeople are browsing on their
phones these days, so we need tomake sure our website is
technically sound, easy tonavigate and provides a positive
user experience.
Speaker 2 (06:47):
Exactly, and don't forget about structured data.
Speaker 1 (06:50):
Oh, yeah, yeah, structured data.
Speaker 2 (06:51):
This is a way of using code to tell Google
exactly what your content isabout, making it easier for them
to categorize and rank it.
Speaker 1 (07:00):
I've heard of structured data but never really
understood it.
Can you give an example of howit works?
Speaker 2 (07:06):
Sure, let's say you have a recipe on your website.
You can use structured data totag the ingredients, cooking
time, nutritional informationand other relevant details.
Google can then use thisinformation to display your
recipe in a more informative andvisually appealing way in
search results, which canattract more clicks.
Speaker 1 (07:25):
So it's like giving Google a cheat sheet to
understand our content better.
Speaker 2 (07:28):
That's a great way to put it, and the more Google
understands your content, thebetter it can match it with
relevant searches.
Speaker 1 (07:34):
This is all starting to make so much more sense.
It's about focusing on creatinga website that both people A&D
search engines love.
Speaker 2 (07:40):
That's the sweet spot .
But remember it's not enough tojust build a great website and
hope people find it.
We also need to track ourprogress and make sure our
efforts are paying off.
Speaker 1 (07:48):
You're talking about ditching those vanity metrics
and focusing on the right KPIs.
Right, but how do we?
Speaker 2 (07:59):
even know what to track.
There's so much data available,it can feel overwhelming.
You're right Data can be adouble-edged sword it's valuable
, but it can also lead toanalysis paralysis if we're not
careful.
Yeah, the key is to start withyour business goals.
What are you ultimately tryingto achieve with your website?
Speaker 1 (08:13):
Okay, so let's say our primary goal is to get more
leads for our business.
What KPIs should we be trackingin that case?
Speaker 2 (08:20):
If your goal is lead generation, you'll want to focus
on metrics that reflect howeffectively your website is
converting visitors into leads.
That means tracking things likethe number of contact form
submissions, email signups oreven phone calls generated from
your website.
Speaker 1 (08:35):
So, instead of obsessing over our DA score, we
should be looking at how manypeople are actually filling out
our contact form or subscribingto our newsletter.
Speaker 2 (08:42):
Exactly and don't just look at the raw numbers.
Consider the conversion rates.
What percentage of websitevisitors are taking those
desired actions?
Speaker 1 (08:49):
So it's about tracking the effectiveness of
our website as a lead generationtool, not just vanity metrics
that don't necessarily translateinto actual business results.
Speaker 2 (08:57):
Precisely, and there are some great tools available
that can help you track all ofthis.
Speaker 1 (09:02):
Speaking of tools, Google Analytics comes to mind.
It's free and offers tons ofdata, but I find it can be a bit
overwhelming to navigate anytips for using it effectively.
I find it can be a bitoverwhelming to navigate any
tips for using it effectively.
Speaker 2 (09:13):
Google Analytics can be a bit daunting at first, but
it's a goldmine of informationOnce you learn how to use it.
Start by setting up goals thatalign with your business
objectives for lead generation.
You might set up goals to trackform submissions or email
signups.
This way, you can see exactlyhow many leads are coming from
organic search traffic.
(09:37):
So it's about tailoring GoogleAnalytics to track the specific
actions that matter to ourbusiness Exactly, and don't be
afraid to explore differentreports and features.
Google Analytics offers awealth of data.
It's just a matter of findingthe insights that are most
relevant to your goals.
Speaker 1 (09:47):
What about tracking keyword rankings?
Any recommendations for toolsor strategies there?
Speaker 2 (09:52):
There are a number of excellent keyword tracking
tools available.
Mozaris and SEMrush are allpopular options that can give
you insights into your website'sranking positions for target
keywords.
Speaker 1 (10:04):
So we can use these tools to see how our website is
performing in search results forthe keywords we're trying to
rank for.
Speaker 2 (10:09):
Exactly and by tracking these rankings over
time, you can see how your SEOefforts are impacting your
visibility in search results.
You can see how your SEOefforts are impacting your
visibility and search results.
You can also use these tools toidentify new keyword
opportunities and see what yourcompetitors are ranking for.
Speaker 1 (10:22):
So it's about staying informed, monitoring our
progress and making adjustmentsas needed.
Speaker 2 (10:27):
That's the key.
The world of SEO is constantlyevolving, so you need to be
adaptable and willing to learnnew things.
Don't get stuck in a rut.
Always be looking for ways toimprove your strategy.
Speaker 1 (10:38):
This has been incredibly helpful.
I'm already feeling moreconfident about ditching the
vanity metrics and focusing onwhat truly matters for SEO
success.
What else should we keep inmind as we embark on this
journey?
Speaker 2 (10:49):
Remember that SEO is a marathon, not a sprint.
Results take time and therewill be ups and downs along the
way.
Don't get discouraged if youdon't see immediate results.
Just keep learning,experimenting and refining your
approach, and you'll eventuallyreach your goals.
Speaker 1 (11:05):
That's a great reminder.
So we've covered a lot ofground here.
Let's move on to someactionable takeaways that our
listeners can start implementingright away.
Okay, so we've debunked vanitymetrics, talked about real KPIs
and even touched on technicalSEO and structured data.
Where do we go from here?
Like, how do our listenersactually apply all of this to
their own websites?
Speaker 2 (11:26):
Yeah, it can feel like a lot to take in, but the
good news is you don't have todo everything at once Right.
Start by just taking a look atyour current SEO strategy and
identify any areas where youmight be focusing on vanity
metrics.
Speaker 1 (11:37):
So almost like an SEO spring cleaning, getting rid of
the stuff that's not actuallyuseful.
Speaker 2 (11:42):
Exactly.
Once you've cleared out theclutter, you can start focusing
on those real KPIs that alignwith your specific business
goals.
Speaker 1 (11:50):
Okay.
So for someone whose goal is toget more sales through their
e-commerce site, what wouldthose KPIs look like?
Speaker 2 (11:57):
MARK MIRCHANDANI.
In that case, you'd want totrack things like organic
traffic to product pages, theconversion rate of those visits
into actual purchases and theaverage order value.
Speaker 1 (12:07):
MELANIE WARRICK.
Ok, so it's about measuring theeffectiveness of a website as a
sales tool, not just how manypeople are visiting.
Speaker 2 (12:12):
MARK MIRCHANDANI Exactly, and remember tools like
Google Analytics can becustomized to track these
specific actions, giving you aclear picture of how your SEO
efforts are impacting yourbottom line.
Speaker 1 (12:23):
We've talked about creating great content, getting
backlinks and even optimizingour websites technically.
What are some other practicalsteps our listeners can take to
boost their SEO in a meaningfulway?
Speaker 2 (12:34):
SEO in a meaningful way.
Mark MIRCHANDANI One areathat's often overlooked is user
experience.
Think about how people actuallyinteract with your website.
Is it easy to navigate?
Does it load quickly?
Is the content engaging andeasy to read?
Speaker 1 (12:45):
MELANIE WARRICK I've heard the term dwell time thrown
around.
Is that related to userexperience?
Speaker 2 (12:48):
MARK MIRCHANDANI it is.
Dwell time is basically howlong people actually spend on
your site from a search result,but then immediately hit the
back button that tells Googleyour content wasn't relevant or
engaging.
Speaker 1 (13:01):
So we need to think beyond just getting people to
click on our site.
We need to make sure theyactually stick around and engage
with our content.
Speaker 2 (13:07):
Exactly.
Things like using clearheadings, breaking up text with
visuals and making sure yoursite is mobile-friendly can all
contribute to a positive userexperience and longer dwell
times.
Speaker 1 (13:18):
It sounds like user experience is a crucial part of
SEO that often gets overlooked.
Speaker 2 (13:22):
It's absolutely essential.
After all, the goal of SEO isto connect with your target
audience, and that meansproviding them with a website
that they enjoy using and findvaluable.
Speaker 1 (13:32):
So it's not just about pleasing Google.
It's about creating a genuineconnection with our audience.
Speaker 2 (13:37):
That's the key, and when you focus on creating a
website that people love, googlewill notice and the rankings
will follow.
Speaker 1 (13:43):
This has been incredibly insightful.
I feel like we've covered a tonof ground and debunked some
major SEO myths along the way.
Any final words of wisdom forour listeners as they embark on
their SEO journey.
Speaker 2 (13:56):
Remember that SEO is an ongoing process.
Stay curious, keep learning anddon't be afraid to experiment.
There's no magic formula, sofind what works best for your
website and your audience.
Speaker 1 (14:07):
And never lose sight of the fact that it's all about
connecting with people, not justmanipulating algorithms.
Speaker 2 (14:12):
That's exactly right.
At the end of the day, SEO isabout building relationships and
providing value.
If you can do that, you'll bewell on your way to success.
Speaker 1 (14:20):
This has been a fantastic deep dive into the
world of SEO.
Thank you so much for sharingyour expertise and practical
advice.
Speaker 2 (14:27):
It's been my pleasure .
Speaker 1 (14:28):
And to our listener remember, ditch the vanity
metrics, focus on the thingsthat truly matter and enjoy the
journey.
Speaker 2 (14:34):
Happy optimizing.
Speaker 1 (14:36):
And to all our listeners keep exploring, keep
learning and keep diving deep.
Ever get that feeling like you're just grounding in
SEO data.
You know like you're swimmingin it but not actually getting
anywhere, like chasing numbersthat look good on a report or
whatever but don't actually doanything for your business.
Speaker 2 (00:10):
Yeah, I think we would all be in there.
Speaker 1 (00:12):
We're diving into that today the sneaky world of
vanity metrics in SEO it's atrap.
Speaker 2 (00:18):
pretty much everyone falls into at some point, Right?
Speaker 1 (00:19):
for sure, right For sure.
Our source material this timeis SEO Beyond Vanity Metrics to
Real Results, by Don Phelps, whois a local SEO expert.
Hopefully, by the end of this,we'll all know what to actually
focus on to actually get results.
Speaker 2 (00:35):
Yeah, sounds good.
Speaker 1 (00:40):
So first things first .
Speaker 2 (00:41):
what exactly are these vanity metrics everyone's
always going on about?
Well, you can think of themkind of like the SEO equivalent
of empty calories.
They look good on the surfacebut they don't really provide
any actual substance.
Things like domain authority orDA domain, dr, even that old
Alexa rank those are all vanitymetrics.
Speaker 1 (00:58):
Okay, so I see those scores all the time, but if they
don't really mean much, why dopeople even care about them?
Speaker 2 (01:04):
Well, it's human nature, I think, like you know
the simple numbers that seem totell a story.
Speaker 1 (01:09):
Right.
Speaker 2 (01:09):
The problem is, google doesn't actually use
these scores for rankingwebsites.
They're calculated bythird-party tools, not Google
itself.
Speaker 1 (01:19):
Wait, so those DA scores everyone's chasing.
Google doesn't even look atthem, Nope.
Speaker 2 (01:24):
Wow, and that's why they can be so misleading.
You could have a website with,like, an amazing DA score but
terrible organic traffic becauseit's not actually relevant to
what people are actuallysearching for.
Speaker 1 (01:33):
So it's kind of like judging a restaurant by how
fancy the sign out front is, notby how good the food is.
Speaker 2 (01:39):
Yeah, that's a great analogy.
Speaker 1 (01:41):
Okay.
Speaker 2 (01:41):
And what's worse is these vanity metrics.
They can actually bemanipulated.
Oh no, People buy links fromshady websites or use bots to
inflate their traffic so itmakes their DA look really good,
but it's not actually improvingthe site at all.
Speaker 1 (01:55):
So it's all smoke and mirrors.
That's actually kind of scary,because it means you could be
putting in like a ton of effortbut not getting anywhere.
Speaker 2 (02:01):
It happens all the time People get so focused on
these superficial numbers, theylose sight of what really
matters MELANIE WARRICK, whichis MARK MIRCHANDANI, Bringing
real people to their website whoare actually interested in what
they're offering.
Melanie.
Speaker 1 (02:11):
WARRICK.
Ok, I'm starting to get it.
So if these vanity metrics arethe wrong thing to be chasing,
what should we be focusing oninstead?
Speaker 2 (02:19):
SEO success well, the real game changer is attracting
organic traffic from Googleokay think about it people are
actively searching for somethingand your website pops up as a
relevant answer.
Speaker 1 (02:32):
Right, that's powerful that makes sense, but
how do we actually make surethat our website is the one that
shows up?
Speaker 2 (02:38):
well, it all starts with understanding your audience
and the language that theyactually use okay what are the
exact words and phrases thatthey type into Google when
they're searching for somethingthat's related to your website?
That's where keyword researchcomes in.
Speaker 1 (02:51):
So it's not just about any traffic.
It's about attracting the rightvisitors, people who are
actually interested in what weoffer.
Speaker 2 (02:57):
Exactly, and it's not enough to just get into your
website.
We need to make sure theyactually do something once they
get there.
Speaker 1 (03:02):
You're talking about conversion rates, right, getting
people to take action.
Speaker 2 (03:06):
Precisely.
A high conversion rate meansthat people were actually taking
those desired actions, whetherthat's, you know, making a
purchase, signing up for anewsletter or filling out a
contact form.
Speaker 1 (03:17):
So we need to think beyond just getting the clicks
and more about what happens whensomeone actually lands on our
site.
Speaker 2 (03:23):
Exactly about what happens when someone actually
lands on our site.
Exactly A website with a low DAscore that's generating leads
and sales is way more valuablethan a site with a high DA score
that's not converting visitorsinto customers.
Speaker 1 (03:33):
Okay, that's a really good point.
So it's not about vanity, it'sabout value.
Speaker 2 (03:37):
Exactly.
Speaker 1 (03:37):
What are some of the other key factors Don Phelps
highlights in the book?
Speaker 2 (03:42):
Well for businesses that operate in a specific
geographic location.
Google Business Profile, gbpand local SEO are incredibly
important.
Speaker 1 (03:51):
That's like making sure your business pops up when
someone searches for a coffeeshop in their neighborhood or
something right.
Speaker 2 (03:56):
That's exactly it.
Think of it as your onlinestorefront.
Okay, Reviews, accuratebusiness information and
citations all contribute tolocal SEO success.
Speaker 1 (04:06):
So managing our online presence on Google Maps
is crucial, especially forbusinesses that rely on local
customers.
Speaker 2 (04:13):
For sure.
Speaker 1 (04:14):
What else should we keep in mind?
Speaker 2 (04:17):
Ultimately, we need to track ROI, not just metrics.
It's easy to get lost in thenumbers game, but the goal is to
actually see a positive returnon our SEO investment.
Speaker 1 (04:28):
That's a great point.
We need to make sure ourefforts are actually
contributing to the bottom line.
So how do we actually shift ourfocus away from those tempting
vanity metrics and towardsstrategies that actually deliver
tangible results?
Speaker 2 (04:39):
Well, Don Phelps offers some great actionable
advice in his book, and that'swhat we'll be diving into next.
Speaker 1 (04:45):
Okay, let's get into that.
I'm ready to ditch the fluffand focus on what actually works
.
Okay, so we've debunked themyth of vanity metrics.
Now let's talk about what weshould be doing.
Don mentioned some actionableadvice in his book.
What are some of the keytakeaways you found helpful?
Speaker 2 (05:02):
One of the most powerful things you can do is
create high quality content thatgenuinely helps your audience.
Okay, think about whatquestions they're asking and
provide in-depth answers.
Speaker 1 (05:13):
So it's not just about stuffing keywords into a
page, but actually providingvalue.
Speaker 2 (05:17):
Exactly.
The content should bewell-written, engaging and easy
to understand, and it's not justabout text either.
Speaker 1 (05:23):
Right.
Speaker 2 (05:24):
Consider using visuals, videos or even
interactive elements.
Speaker 1 (05:27):
That makes sense, but even with great content, don't?
We also need other websites tolink back to ours for Google to
take notice?
Speaker 2 (05:34):
Absolutely.
Backlinks are like votes ofconfidence from other sites.
They tell Google hey, thiswebsite has valuable information
that people trust.
Speaker 1 (05:40):
So how do we go about getting those backlinks?
Speaker 2 (05:43):
It starts with the same principle creating content
that other websites want to linkto.
It could be a detailed guide,original research or even just a
really well-written opinionpiece.
Speaker 1 (05:53):
So we need to think about what would be valuable to
other websites in our industry,not just our own audience.
Speaker 2 (05:59):
That's a great point.
You can also reach out to otherwebsites and blogs, guest posts
or participate in industryforums to build relationships
and get your content in front ofa wider audience.
Speaker 1 (06:09):
That sounds like a lot of work.
Is there anything we can do onour own website to improve SEO
without relying on other sites?
Speaker 2 (06:16):
Technical SEO is often overlooked, but it can
make a huge difference.
This is about making sure yourwebsite is structured in a way
that Google can easilyunderstand.
Speaker 1 (06:25):
What are some examples of technical SEO that
we should be paying attention to?
Speaker 2 (06:29):
Page speed is a big one.
If your website takes foreverto load, people will bounce and
Google will notice.
Speaker 1 (06:38):
You also need to make sure your site is mobile
friendly, as more and morepeople are browsing on their
phones these days, so we need tomake sure our website is
technically sound, easy tonavigate and provides a positive
user experience.
Speaker 2 (06:47):
Exactly, and don't forget about structured data.
Speaker 1 (06:50):
Oh, yeah, yeah, structured data.
Speaker 2 (06:51):
This is a way of using code to tell Google
exactly what your content isabout, making it easier for them
to categorize and rank it.
Speaker 1 (07:00):
I've heard of structured data but never really
understood it.
Can you give an example of howit works?
Speaker 2 (07:06):
Sure, let's say you have a recipe on your website.
You can use structured data totag the ingredients, cooking
time, nutritional informationand other relevant details.
Google can then use thisinformation to display your
recipe in a more informative andvisually appealing way in
search results, which canattract more clicks.
Speaker 1 (07:25):
So it's like giving Google a cheat sheet to
understand our content better.
Speaker 2 (07:28):
That's a great way to put it, and the more Google
understands your content, thebetter it can match it with
relevant searches.
Speaker 1 (07:34):
This is all starting to make so much more sense.
It's about focusing on creatinga website that both people A&D
search engines love.
Speaker 2 (07:40):
That's the sweet spot .
But remember it's not enough tojust build a great website and
hope people find it.
We also need to track ourprogress and make sure our
efforts are paying off.
Speaker 1 (07:48):
You're talking about ditching those vanity metrics
and focusing on the right KPIs.
Right, but how do we?
Speaker 2 (07:59):
even know what to track.
There's so much data available,it can feel overwhelming.
You're right Data can be adouble-edged sword it's valuable
, but it can also lead toanalysis paralysis if we're not
careful.
Yeah, the key is to start withyour business goals.
What are you ultimately tryingto achieve with your website?
Speaker 1 (08:13):
Okay, so let's say our primary goal is to get more
leads for our business.
What KPIs should we be trackingin that case?
Speaker 2 (08:20):
If your goal is lead generation, you'll want to focus
on metrics that reflect howeffectively your website is
converting visitors into leads.
That means tracking things likethe number of contact form
submissions, email signups oreven phone calls generated from
your website.
Speaker 1 (08:35):
So, instead of obsessing over our DA score, we
should be looking at how manypeople are actually filling out
our contact form or subscribingto our newsletter.
Speaker 2 (08:42):
Exactly and don't just look at the raw numbers.
Consider the conversion rates.
What percentage of websitevisitors are taking those
desired actions?
Speaker 1 (08:49):
So it's about tracking the effectiveness of
our website as a lead generationtool, not just vanity metrics
that don't necessarily translateinto actual business results.
Speaker 2 (08:57):
Precisely, and there are some great tools available
that can help you track all ofthis.
Speaker 1 (09:02):
Speaking of tools, Google Analytics comes to mind.
It's free and offers tons ofdata, but I find it can be a bit
overwhelming to navigate anytips for using it effectively.
I find it can be a bitoverwhelming to navigate any
tips for using it effectively.
Speaker 2 (09:13):
Google Analytics can be a bit daunting at first, but
it's a goldmine of informationOnce you learn how to use it.
Start by setting up goals thatalign with your business
objectives for lead generation.
You might set up goals to trackform submissions or email
signups.
This way, you can see exactlyhow many leads are coming from
organic search traffic.
(09:37):
So it's about tailoring GoogleAnalytics to track the specific
actions that matter to ourbusiness Exactly, and don't be
afraid to explore differentreports and features.
Google Analytics offers awealth of data.
It's just a matter of findingthe insights that are most
relevant to your goals.
Speaker 1 (09:47):
What about tracking keyword rankings?
Any recommendations for toolsor strategies there?
Speaker 2 (09:52):
There are a number of excellent keyword tracking
tools available.
Mozaris and SEMrush are allpopular options that can give
you insights into your website'sranking positions for target
keywords.
Speaker 1 (10:04):
So we can use these tools to see how our website is
performing in search results forthe keywords we're trying to
rank for.
Speaker 2 (10:09):
Exactly and by tracking these rankings over
time, you can see how your SEOefforts are impacting your
visibility in search results.
You can see how your SEOefforts are impacting your
visibility and search results.
You can also use these tools toidentify new keyword
opportunities and see what yourcompetitors are ranking for.
Speaker 1 (10:22):
So it's about staying informed, monitoring our
progress and making adjustmentsas needed.
Speaker 2 (10:27):
That's the key.
The world of SEO is constantlyevolving, so you need to be
adaptable and willing to learnnew things.
Don't get stuck in a rut.
Always be looking for ways toimprove your strategy.
Speaker 1 (10:38):
This has been incredibly helpful.
I'm already feeling moreconfident about ditching the
vanity metrics and focusing onwhat truly matters for SEO
success.
What else should we keep inmind as we embark on this
journey?
Speaker 2 (10:49):
Remember that SEO is a marathon, not a sprint.
Results take time and therewill be ups and downs along the
way.
Don't get discouraged if youdon't see immediate results.
Just keep learning,experimenting and refining your
approach, and you'll eventuallyreach your goals.
Speaker 1 (11:05):
That's a great reminder.
So we've covered a lot ofground here.
Let's move on to someactionable takeaways that our
listeners can start implementingright away.
Okay, so we've debunked vanitymetrics, talked about real KPIs
and even touched on technicalSEO and structured data.
Where do we go from here?
Like, how do our listenersactually apply all of this to
their own websites?
Speaker 2 (11:26):
Yeah, it can feel like a lot to take in, but the
good news is you don't have todo everything at once Right.
Start by just taking a look atyour current SEO strategy and
identify any areas where youmight be focusing on vanity
metrics.
Speaker 1 (11:37):
So almost like an SEO spring cleaning, getting rid of
the stuff that's not actuallyuseful.
Speaker 2 (11:42):
Exactly.
Once you've cleared out theclutter, you can start focusing
on those real KPIs that alignwith your specific business
goals.
Speaker 1 (11:50):
Okay.
So for someone whose goal is toget more sales through their
e-commerce site, what wouldthose KPIs look like?
Speaker 2 (11:57):
MARK MIRCHANDANI.
In that case, you'd want totrack things like organic
traffic to product pages, theconversion rate of those visits
into actual purchases and theaverage order value.
Speaker 1 (12:07):
MELANIE WARRICK.
Ok, so it's about measuring theeffectiveness of a website as a
sales tool, not just how manypeople are visiting.
Speaker 2 (12:12):
MARK MIRCHANDANI Exactly, and remember tools like
Google Analytics can becustomized to track these
specific actions, giving you aclear picture of how your SEO
efforts are impacting yourbottom line.
Speaker 1 (12:23):
We've talked about creating great content, getting
backlinks and even optimizingour websites technically.
What are some other practicalsteps our listeners can take to
boost their SEO in a meaningfulway?
Speaker 2 (12:34):
SEO in a meaningful way.
Mark MIRCHANDANI One areathat's often overlooked is user
experience.
Think about how people actuallyinteract with your website.
Is it easy to navigate?
Does it load quickly?
Is the content engaging andeasy to read?
Speaker 1 (12:45):
MELANIE WARRICK I've heard the term dwell time thrown
around.
Is that related to userexperience?
Speaker 2 (12:48):
MARK MIRCHANDANI it is.
Dwell time is basically howlong people actually spend on
your site from a search result,but then immediately hit the
back button that tells Googleyour content wasn't relevant or
engaging.
Speaker 1 (13:01):
So we need to think beyond just getting people to
click on our site.
We need to make sure theyactually stick around and engage
with our content.
Speaker 2 (13:07):
Exactly.
Things like using clearheadings, breaking up text with
visuals and making sure yoursite is mobile-friendly can all
contribute to a positive userexperience and longer dwell
times.
Speaker 1 (13:18):
It sounds like user experience is a crucial part of
SEO that often gets overlooked.
Speaker 2 (13:22):
It's absolutely essential.
After all, the goal of SEO isto connect with your target
audience, and that meansproviding them with a website
that they enjoy using and findvaluable.
Speaker 1 (13:32):
So it's not just about pleasing Google.
It's about creating a genuineconnection with our audience.
Speaker 2 (13:37):
That's the key, and when you focus on creating a
website that people love, googlewill notice and the rankings
will follow.
Speaker 1 (13:43):
This has been incredibly insightful.
I feel like we've covered a tonof ground and debunked some
major SEO myths along the way.
Any final words of wisdom forour listeners as they embark on
their SEO journey.
Speaker 2 (13:56):
Remember that SEO is an ongoing process.
Stay curious, keep learning anddon't be afraid to experiment.
There's no magic formula, sofind what works best for your
website and your audience.
Speaker 1 (14:07):
And never lose sight of the fact that it's all about
connecting with people, not justmanipulating algorithms.
Speaker 2 (14:12):
That's exactly right.
At the end of the day, SEO isabout building relationships and
providing value.
If you can do that, you'll bewell on your way to success.
Speaker 1 (14:20):
This has been a fantastic deep dive into the
world of SEO.
Thank you so much for sharingyour expertise and practical
advice.
Speaker 2 (14:27):
It's been my pleasure .
Speaker 1 (14:28):
And to our listener remember, ditch the vanity
metrics, focus on the thingsthat truly matter and enjoy the
journey.
Speaker 2 (14:34):
Happy optimizing.
Speaker 1 (14:36):
And to all our listeners keep exploring, keep
learning and keep diving deep.
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