As an agency owner, you need skills to write content that your clients and audiences will love. Luckily, you can learn how to do it with proper steps and helpful tools. Here, we’ll discuss how to plan, write, and optimize the content work for your clients. If you have your process down, you’ll easily create content that aligns with the client’s needs and brings in results. One of the tools we’ll use is the Yoast SEO plugin, which helps your content production.
Good content always has a goal — it could answer questions, solve problems, or offer critical information. If readers find your clients’ content valuable, they will likely feel listened to. They will understand that the advice and ideas are meant for them, which helps you build a bond with them. Writing valuable, high-quality content isn’t just for filling your client’s websites but a way to help and inspire them to improve their business.
There are many options to get results from the content you produce for your clients. So, what are some of the more popular goals you can target with your client’s content?
Building brand recognition: Share brand stories and values so people understand who your clients are.
Teaching the audience: Create articles and videos showing how products and services work.
Getting leads: Write content to get people to subscribe, download items, or contact your client.
Driving traffic: If your client’s content is valuable, readers will likely click on their site.
Increasing engagement: Make content to spark conversations and get feedback.
Keep writing focused and clear, with your eyes on the ball. You should focus intently on your clients’ current issues, challenges, and opportunities. Take the time to write well-researched pieces, as these can empower your readers. Once you do this, they will likely see your clients as subject matter experts they can trust. Straightforward, high-quality content can inspire readers and bring much value to you as an agency.
Strategic planning is the foundation
Much of the writing process is about planning. Before you write for your clients, clearly define the goals for that content piece. Find out what questions your clients’ customers are struggling with and how your answers can help them. Research their target audience to understand their daily struggles. This way, you can make your content much more relevant to readers.
It’s advisable to spend plenty of time doing keyword research. This process is very helpful, giving you many insights into your client’s audience and the words they use to find things. Ultimately, these findings will help you build content strategies for your clients.
The next step is to create a content plan. First, make a simple calendar or a list of topics your client wants to cover. Your plan will guide them and help them keep track of their audience’s themes and recurring concerns.
Don’t forget to use tools that integrate directly into their content. For instance, the Yoast SEO plugin has integrated keyword research features — among many other great features. It can highlight keywords and trends related to current topics, which will help your clients plan the current piece of content but could also inform the next.
Ideation and content planning
After researching, it’s time to start generating ideas for your client’s content. Don’t tie yourself up too much; brainstorm freely. Write down every topic that pops up and then organize these ideas to match the client’s needs. Mind mapping is a fantastic way to sort and visualize these ideas. Of course, you can always use a simple list or whatever works for you. Seeing these ideas together helps your client see the connection between them.
Before starting to write, it’s a good idea to think about the structure of the content. Break down the article into introductions, main sections, and conclusions. This way, it’s easier to structure the content and keep the writing focused and readable. From there, write and edit the first draft — editing helps the content shine.
Optimize your writing for readability
Good writing is all about clarity. Use direct language and try to avoid passive voice. Vary your sentence length to keep the client’s articles engaging. Start with a bold statement or an inverted pyramid-style intro. In the rest of the article, use detailed explanations to build on and prove the main point.
Format your client’s text to improve readability. Always use headers to introduce new sections and short paragraphs to make it easier for readers to follow the ideas. The same goes for using lists and bullet points to break up walls of text. Make sure that every element of your client’s layout allows the reader to understand your writing quickly.
During this phase, you also need to consider on-page SEO optimizations. Watch how you use your focus keywords and logically structure your client’s content. As you might know, Yoast SEO is a fantastic tool for this. It gives you feedback on sentences, passive voice use, and keyword use and distribution. As a result, this feedback helps publish high-quality content, especially under a tight deadline.
Yoast SEO is an SEO plugin/add-on for WordPress, Shopify, and WooCommerce. It’s designed with simplicity in mind while also offering a solid set of SEO features. It also lives within your post editor to give you feedback on your writing. For instance, it offers real-time suggestions on how you use keywords and the structure of your article. Thanks to this, you can focus on the writing part without sacrificing the SEO and technical aspects of making content your clients will love.
Yoast SEO is an industry standard for agencies. It’s a helpful tool that guides users in writing engaging, valuable content for all clients. As it’s aimed at ease of use, the feedback is practical and insightful. Also, Yoast SEO Premium comes with AI-powered suggestions that make this process even easier. Using this SEO plugin in your agency helps you build a consistent content process to write, review, and optimize high-quality content.
Inspiring through actionable content
Help your readers out and show how little things can make a big difference. Don’t forget to give your clients the tools and processes needed to succeed. For instance, share your best practices and guidelines for writing content and creating the valuable material everyone seeks. Share stories of how your agency helped clients reach their content goals, as these insights help potential new clients choose you over the competition.
Inspiration can come from many places, but it’s not always a given. When you get inspired, your client’s content can reach a whole new level. Content can also reach new heights when writing with a clear purpose and using tools that support your writing process. This way, you can turn a simple set of ideas into content your clients will love.
Wrapping up
Creating content your client loves depends on many things, especially having good plans, writing clearly, and regular improvements. As always, everything starts with research to build a solid plan. After that, start creating relevant content for your clients with clear writing and text structure. Finally, optimize your work with helpful tools like the Yoast SEO plugin, which gives relevant feedback and improvements.
You should also treat it as a learning process and improve as you go. This way, your clients eventually have a solid foundation that gets more engagement and deeper connections with their audience. Try it out and see how it can change your client’s next project. Every article will strengthen your client relationship while showing your expertise and experience.
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SEO is, for a large part, all about getting the right content in front of the right audience. When you’ve been doing that for a while, there comes a time when you want to scale content production. Scaling content creation means you aim to make more content to reach new targets. While that’s a good idea, you need to find a way to scale while keeping the same level of quality you’ve always had. Let’s go over how to scale your content production step by step, showing common problems and solutions.
Content scaling is about making your content process more efficient. The goal should be to make more content without lowering the quality. First, you must examine every step of your content creation process — from brainstorming to research, editing, publishing, and reporting. Once you have the process detailed, you can find ways to do those tasks faster and predictably.
A well-scaled process helps you create a lot of content. This approach helps you build a solid system rather than adding more articles. For instance, your content team could develop a checklist to help review articles, introduce a content calendar to improve planning and set up clear tone-of-voice guidelines. These steps help you stay consistent and true to your brand — whether you produce one weekly article or dozens.
Why scaling content matters
Scaling content production can directly help your business. If you actively publish high-quality content on your site, search engines will understand that your site is active and reliable. By targeting the right audience with the right search intent and message, you could improve your search visibility and generate more traffic for your content. Search engines are likelier to see you as trustworthy when you publish high-quality content.
In addition, producing content more consistently and following a plan can help you reach a bigger audience. More articles mean more opportunities to write about topics that interest your different audience groups. In the end, this will broaden your brand’s presence. You’ll have a bigger chance of people seeing you as a trusted source if you offer helpful insights and solutions to their problems.
All your content can help potential customers make decisions. This content is another way to address their concerns and answer questions. By doing this strategically, you can continue to engage your audience and nudge them closer to making that final decision. Of course, whether that decision is a sale, information request, or newsletter signup doesn’t matter.
Scaling your content production also supports your branding. When you create well-organized content over a longer period, you can support your brand voice and recognition. That reliability helps build trust and strengthens your reputation.
The biggest challenges in scaling content
If you want to scale your content production, you must overcome several hurdles, which, if you don’t consider, will impact the quality and consistency of your content.
Quality control and consistency
When you produce more content, you need to make sure that every piece represents your brand well. However, catching errors or maintaining the proper tone becomes harder because you have more content to review. If you don’t do this well, there’s a risk that your articles will vary in tone or style. Without proper guidelines or a good editorial process, your content quality may suffer when you publish more and more.
For example, you can miss issues like tone, formatting, or factual errors without a standard editing checklist. If you do this for a while and people start to notice, they can form a different view of your brand. It would almost look like you don’t care about these issues. You need to set clear quality benchmarks and a solid review process. Consistent editing with fixed content rules helps everything you publish meet the same standards.
Handling different audience needs
In an ideal world, you write for different groups. You cannot target one group only. Every segment has its own interests, problems, and ideas. But if you scale your output, you risk writing mainly generic articles. No one will like that content.
If you haven’t yet sorted your audience, do so and focus your content on these specific groups. As a result, your content will be more useful for the people in those groups.
Process difficulty and extra management work
More content means more parts to manage. Each article needs research, writing, review, checking, and then publishing. This is fine if you publish a few posts a month because you can handle these steps by hand. But growing your output complicates things when you face many deadlines, writers, or quality checks.
Complexity leads to bottlenecks. If you struggle with one thing, that might eventually slow down everything. Think of it like this: when you don’t scale your editorial process, you will eventually have a pile of articles that need approval. This grinds your publication flow to a halt. Develop a system that divides tasks into repeatable steps. Use content calendars and checklists to track progress and make managing projects easier.
Balancing speed and thoughtfulness
Scaling content production can lead to pressure to cut corners to meet deadlines. When the speed of publication comes into play, there’s a high chance that content will become less developed. This shouldn’t happen. Every piece of content should be carefully planned and produced. Rushing only leads to content that lacks depth, accuracy, or clarity.
Of course, this is easier said than done. You have to find ways to increase efficiency without sacrificing the quality of your content. Start by streamlining your process, breaking it up into smaller tasks. Set up a system that monitors quality while giving you enough room to be flexible.
Building a repeatable content creation process
Scaling your content production reliably requires setting up a solid content process. That process should be easily repeatable and have clear tasks, which will help keep your team on track.
Map the entire content workflow
Describe each content task and work your way through the list of what has to be done. Write down a list of all phases, ranging from conception through publication. This will help you understand where delays or errors creep in. Consider drawing a flow diagram or another visual. This list will act as your directive.
Create a content calendar
Use a content calendar to plan your publishing schedule. Proper planning helps you keep track of deadlines, even if they are for different outlets. Thanks to your content plan, your team can write content in advance and, hopefully, without stressing out about deadlines too much.
Develop detailed briefs and outlines
Content briefs are a great way to align writers — see below for an example. A brief like this should, at least, include the subject, target audience, key messages, and keywords that the writer should target. Once approved, create an outline for the content and fill in the structure. A good content brief speeds up the writing process while ensuring that content is targeted well.
Implement a style guide
A style guide can help you ground every piece of content in a consistent tone of voice and formatting. This guide should include rules for tone, punctuation, formatting, and whatever else makes sense to share. You can easily share this guide with anyone on your team; even freelancers enjoy using it.
Use checklists for each stage
You’ll find it easier to manage once you break the process down into small tasks. Make a checklist for tasks such as researching, writing, and editing. Having a proper checklist helps you make sure that you don’t forget anything. This could be checking facts, improving readability, or using proper SEO tactics. Your lists will help you scale your content production while maintaining quality output.
Standardize tools and platforms
Use well-known tools to manage tasks in your team. Think of project management tools like Jira or Asana, shared calendars in CoSchedule, Canva for visual designs, and document templates in Microsoft Office. Many companies use Google Docs to collaborate on documents. In those cases, you can use one of the standardized Google Docs extensions, which are easier to scale.
Write a good manual or checklist for these tools so that anyone — from in-house writers to external freelancers — follows the same steps. Standardization makes this work and helps apply important SEO best practices properly.
All of these things help your team routinely produce quality content. Making the process repeatable reduces the chance of errors and wasted time, so you can scale without losing what makes your content awesome.
Strategies to scale without losing quality
Careful planning is one of the best ways to scale your content without lowering its quality. Another great option is to use clear methods to make your work more effective.
Develop a strong content strategy and workflow
As always, start with a solid plan that includes your goals, topics, and the audience you want to reach. Creating content for your audience is much easier when everyone truly understands who those people are. A good workflow avoids delays and helps people move from one task to another.
Use a detailed content calendar
We’ve discussed the importance of content calendars, and you really have to see these as your roadmap. A calendar shows all upcoming publications, deadlines, and the status of various projects. A good calendar keeps everyone up to date at all times and makes sure the work is nicely spread out. Good planning prevents missed deadlines.
Use template structures
Templates help you standardize your work, as they offer a reusable structure for common types of content. Each type of content can have its own structure to fill in. These templates help writers speed up their work while maintaining consistency across articles.
Repurpose content thoughtfully
Look at what you already have and see how it can be adapted into a different form. For example, you can split a long-form article into several videos or a series of shorter posts. This strategy saves time while also delivering fresh material in new formats. Make sure to adapt the new content to the correct audience.
Assign clear roles within your team
Find out your team members’ strengths and have them do what they do best. A writer should handle the initial draft while an editor reviews the work. Your trusted subject matter expert should check the content for accuracy. Clear roles help people do what they do best, which helps preserve content quality.
Maintaining high-quality content at scale
It isn’t easy to maintain content quality when scaling content production. To make the process more manageable, you should establish habits and use tools that help you make sure that every piece of content meets your standards.
Follow your style guide
Setting up a good style guide keeps your writing consistent. Your style guide should include information on your content’s tone of voice, the terminology you can and can’t use, and how you structure and format it. Share this guide with your team.
Schedule periodic audits
Similarly, regularly review your existing content to see if it’s outdated or needs to adapt to changes in your brand messaging. This helps keep your older content relevant and accurate.
Use tools when appropriate
Tools can help scale your content production. Even a tool like our Yoast SEO plugin can help your content work. Good content tools can help with formatting, improving readability, checking for keyword placement, and some even help with on-page SEO.
Using Generative AI for scaling content output
Using AI to scale content production might seem like a good idea, but please be careful. Generative AI can definitely be a valuable tool for content processes. However, AI is not without issues and needs interaction from real people.
Human oversight makes sure that the output aligns with your brand’s voice and content standards. You can use generative AI as a starting point or a helpful assistant, but not as a complete replacement for your real writers. Your use of AI should have a clear process to bring the content up to your desired quality level.
Conclusion to scaling content production
Scaling up content production shouldn’t mean lower quality. Mostly, it’s about knowing the content process inside out. Once you have that, you can lay out the steps for everyone to follow. With a good process, you can meet your goals and still maintain the quality of the content. Be sure to set up content templates, calendars, and clear roles for your team. Make the adjustments and see how this can lead to better results.
Bonus: Content brief template for SEO
Are you looking for a basic content brief template that helps scale your content production? Check out the one below:
Content brief section
Details
Title/headline suggestion
[Insert title]
Primary keyword
[Main keyword]
Secondary keywords
[Keyword 1], [Keyword 2]
Search intent
[Informational, commercial, transactional, etc.]
Audience persona
[If needed, description of audience persona]
Content objective
[What is the content meant to achieve]
Benchmark content
[URLs of best-in-class content about this topic]
Word count range
[Word count]
Tone and style guidelines
[Tone and style]
Outline/sections
Introduction; Main points/headings; Subheadings; Conclusion
SEO requirements
Meta title: [Title]; Meta description: [Description]; Header tags: H1, H2, H3; URL: [Proposed URL for content]
An SEO audit is a health checkup of your site. It allows you to know what works and what does not, and it allows you to make improvements based on what you find. This can lead to improved performance — both on the search results pages and how visitors engage with your website.
An SEO audit looks at how well a website performs in search results to find areas that need work. It helps find technical SEO problems, analyze on-page elements, evaluate Core Web Vitals and site speed, and analyze user experience and content quality. An SEO audit also looks at outside variables like backlinks and rival tactics to identify areas for improvement. Making sure your website is optimized for users and search engines can help it rank better and attract more organic traffic.
A helpful guide
An SEO audit checklist
Read on below for the step-by-step process, but here is an SEO audit checklist that will help you get started quickly.
Crawl your website using Screaming Frog (or similar tools)
Analyze your site with an SEO tool (e.g., Semrush or Ahrefs)
Pull reports from Google Analytics and Search Console
Create a centralized spreadsheet for findings
Check the user experience (check CTAs, menus, etc)
Audit website content (duplicate and thin content)
Optimize internal linking
Optimize page titles and meta descriptions
Improve content with proper headings (H1 to H6)
Ensure the correct use of canonical tags
Add and validate Schema markup
Monitor and improve Core Web Vitals
Improve general site performance
Improve mobile responsiveness
Boost user engagement
Track metrics regularly
Check Search Console reports
Schedule regular check-ins
Step 1: Preparing an SEO audit
To make your site audit a success, you must prepare well. You need to collect the right information about your website using SEO tools, understand how to diagnose issues and prioritize fixes.
Crawl your website with Screaming Frog (or something similar)
The first step is crawling your website with crawler software. This helps find technical SEO issues that otherwise wouldn’t be so visible. Screaming Frog is one of the most trusted names in this, but Sitebulb is another highly recommended one. The free version of Screaming Frog crawls 500 URLs, but you can upgrade if needed.
Crawling your site is easy; simply download and install Screaming Frog. Open the tool and enter your site’s homepage URL. Then, hit Start, and the crawl will run. Once the scan is complete, export the data into a CSV file for further sorting and prioritization.
Screaming Frog gives you a ton of data that you can export to sheets quickly
What to look for?
Screaming Frog generates a ton of data, so it’s good to prioritize the outcome. Scan for missing, duplicate, or overly long titles and descriptions. Each page should have unique, targeted metadata. Find pages or links that return (404) errors as broken links frustrate users and hurt SEO. Then, identify oversized assets that slow your page load time, such as images, JavaScript, and CSS files. Last but not least, make sure that canonical URLs are properly implemented to avoid duplicate content issues.
Use an all-in-one SEO tool (Semrush or Ahrefs)
In addition to a technical crawl, you can use tools like Semrush or Ahrefs to conduct a detailed SEO audit. These tools provide many insights, including keyword rankings, backlink health, and competitor performance.
These tools also let you run a site audit, which gives you a technical health score. You’ll find many improvements to make, like pages blocked by robots.txt or issues with internal linking. The tools also review the quality and relevance of your backlinks and give you ideas on how to get high-quality new links. You’ll also get keyword rankings to track how individual pages perform for target keywords. Identify opportunities to refine content or target new search terms.
Download the most important reports and cross-reference them with your Screaming Frog export.
Pull data from Google Analytics and Search Console
Combining all these insights with your site’s user behavior and engagement data will make your SEO audit come alive. It helps you understand how people use your site and how they experience it to pinpoint pages to improve. Export your findings from Google Analytics and Search Console to include in your audit comparisons.
Check the top-performing landing pages in Google Analytics and their engagement rates. Pages with low engagement rates may have poor content or a disconnect between user expectations and page design. Also, look at session duration and exit rates to find pages where people quickly leave your site.
Use the Performance Report in Search Console to see which pages and queries drive the most clicks and impressions. This will also highlight low CTR pages — ranking well but failing to attract searchers. Then, check the Page Indexing Report for crawl errors, warnings, or blocked pages and review the Core Web Vitals Report to find pages failing on speed or usability metrics.
Google Search Console is an essential tool for SEO audits
Create a centralized spreadsheet
Once you have all the data, please combine everything in a big spreadsheet. How you set this up is up to you, as everyone uses something different. But you could use something like this:
This spreadsheet will guide your fixes throughout the audit process.
Minimal SEO audit (optional)
Not every audit needs to be a deep dive into your site. Sometimes, you don’t have the time but still feel the need to work on your site. In this case, you could do a simpler, quicker health check and evaluate specific regions of your site to see if these perform well. Such a minimal SEO audit is a streamlined version of a full audit to find and fix critical performance issues.
Here’s a basic framework for a quick audit:
Check that your site is indexed by searching site:yourdomain.com in Google.
Run a Google PageSpeed Insights test for slow-loading pages.
Examine the titles and meta descriptions of your most important pages (e.g., homepage, service pages, and key sales pages).
Fix broken links using Screaming Frog or a quick manual check in your navigation.
This lightweight SEO audit still finds high-priority issues without the time commitment of a full review.
Step 2: User experience & content SEO
The next step is to see how people perceive and interact with your site. Look at the user experience and see if you can find things to improve. You can get people to your site by using high-quality content aimed at the right search intent and audience. Not only that, because you want to have them returning.
Improving the user experience
Do you know if your users can find what they need quickly? If not, they might leave your site quickly. Giving them a good experience will do wonders in the long run. In your SEO audit, start by diagnosing these common UX factors:
Make sure the colors match your branding and are easy to read. Look at contrast, as this is especially important for buttons and links. Make CTAs (like “Buy now” or “Learn more”) stand out visually.
Check if the most important design elements are above the fold. Key messages and CTAs should be visible without scrolling. Think of this as the headline act—it must grab attention immediately. Add customer testimonials, third-party endorsements, and security badges (e.g., SSL or payment protection signs) to build credibility.
Give special attention to your menus. Test menus, drop-downs, and search functions. Breadcrumbs also help users see where they are within the site hierarchy.
Audit website content
SEO is largely about content, so review its quality and improve where necessary. The Semrush/Ahrefs site audit should have given you many pointers. With this list, start working on the following.
Check the keyword targeting of your content. Make sure that each page represents a primary keyword. Ahrefs and Semrush show which keywords your pages rank for and identify gaps.
Check for duplicate or thin content. Avoid weak, duplicate, or low-value content. Where necessary, merge similar pages into one in-depth article. Provide actionable, valuable content.
Remember Google’s Helpful Content standards. Create content that delivers real value and focuses on user intent. Your content should answer questions with actionable, audience-focused solutions. Last, you demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): Add author bios, cite reliable sources, and link references where necessary to develop expertise and trustworthiness.
Internal linking and related content
SEO is not just about getting users and search engines to your site —it’s also about keeping and showing them around. One of the most powerful ways to do this is through internal linking, so be sure to include this in your SEO audit.
Check how you link your most important pages, like cornerstone articles or product categories. Your content should have a couple of links based on relevance and importance, but not too many. In addition, you should include a related content section on your pages to encourage further reading.
Anchor text should include relevant keywords or describe the linked page and try to avoid generic phrases like “click here”.
An internal search feature is another important aspect of showing people around your site. Make sure that your search bar provides relevant results, especially on large websites. Monitor what people search for to inform your content strategy.
Step 3: General on-page SEO
On-page SEO concerns the technical and content improvements you make on specific pages. This helps search engines understand your pages. It also helps your readers to find what they want.
Optimize page titles and meta descriptions
Page titles and meta descriptions are the first things a visitor sees in search results. While search engines like to generate these based on relevance, you can still influence how you’d like these to appear for maximum CTR.
For your page titles, make sure that every page on your site has a unique title. Duplicate titles confuse search engines, which is something you don’t want. And while there’s no limit to how long titles can be in the SERPs, they get cut off visually after a set number of characters. Try to find the sweet spot.
Incorporate your primary keyword close to the beginning of the title, but avoid keyword stuffing. For example, instead of “SEO tips SEO tips SEO tips,” use “10 SEO tips for beginners – Step-by-step guide.” Don’t forget to add your brand name at the end of the title, e.g., “How to do an SEO audit – Your Brand”
For your meta descriptions, make sure that they concisely explain what the page is about. You should also include the primary keyword while making sure the text flows naturally. Don’t forget to encourage action. Incorporate a call-to-action (CTA), such as “Learn more,” “Discover how,” or “Start now.”
Optimize heading structures (H1 to H6)
Headings are excellent tools for structuring and making your content easier to read. They also assist search engines with recognizing how important the information is on each page.
Start with one H1: The H1 is the main heading for the webpage, and it should contain your targeted keyword. Each page should have a single H1 tag.
Use H2s for major sections: Use H2 tags to break up content into logical sections. Consider these the main subheadings of your article.
Add H3s or H4s for subsections: You can have more subsections under H2s if you want to break it down further using H3 or H4 for better structuring.
Keep it logical: Don’t skip heading levels (e.g., jumping from H1 to H4) or use headings only for styling.
Be descriptive: Write headings describing the section’s content. For example, instead of “Step 1,” use “Step 1: Analyze your traffic metrics.”
WordPress has a handy feature to check the heading structure of your articles
Ensure proper use of canonical tags
Canonical tags show a search engine which version of a page to prioritize when duplicates or near-duplicates of the same page are available on your site. This is especially important for online stores, as these have many variations of the same products due to filtering or session-based URLs.
You should always choose one canonical version for a page. For example, if both https://example.com and https://www.example.com exist, set one canonical URL to prevent duplicate content issues. Don’t forget to add the canonical tag in each page’s HTML <head> section and be consistent in your internal linking. For instance, always link to one version of the URL rather than switching between http and https.
Regularly check for issues using Screaming Frog or Semrush to find pages missing canonical tags or ones with conflicting canonicals.
Add and test schema markup
Structured data in the form of Schema markup helps make your site more understandable for search engines. The code you add to your site helps structure and identify your content in a way that search engines can easily consume. In some cases, this can even lead to highlighted search results, for instance, for products or ratings and reviews.
Yoast SEO drastically simplifies adding schema for WordPress, WooCommerce and Shopify users. The SEO plugin outputs JSON-LD (the format preferred by Google) to add schema markup directly to your page’s HTML.
There are many options for adding Schema, but you should start with the basics and things relevant to your site. For instance, you should use the Article schema for articles and blog posts and highlight publication dates, images, authors, and headlines.
Ecommerce businesses should use Product structured data. This data should highlight pricing, stock availability, ratings, and reviews. If it makes sense, you can also markup your FAQ pages, which will no longer be highlighted in Google’s SERPs.
There are many other options, so you must check what makes sense for your situation. For instance, if you run a recipe site, you can add Recipe structured data, or if you publish events on your site, use Events.
Don’t forget to test your structured data. Use Google’s Rich Results Test Tool to check if your structured data is correct and valid. Also, check Search Console for errors under the “Enhancements” tab.
Yoast SEO makes it easy to add essential structured data
Audit and improve your backlinks
Backlinks are as important as ever. Every link from a relevant, high-quality source counts towards your authority. These links prove to search engines that your content is valuable and meaningful. Of course, there’s a ton of spamming happening with links.
You can use tools like Moz, Ahrefs, or Semrush to audit your backlink profile. The results show a list of spammy backlinks and links from irrelevant websites with low authority. If spammy websites link to you, there’s an option in Google Search Console to disavow these links. This is only needed in very rare cases, though. Only disavow links you’re sure are harmful — this is a last resort for low-quality links you cannot get removed manually.
It’s more important to focus on earning high-quality backlinks. Create shareable, high-value content like guides, research, or infographics while building relationships with related websites, bloggers, or journalists for natural backlink opportunities.
Step 4: Site speed and engagement
Check your site performance, as site speed and user engagement greatly impact success. Pages that load slowly are annoying for users and can give you a poor score in the eyes of search engines. Low engagement rates can hurt your results, as users might stop visiting your site.
Understanding and improving Core Web Vitals
To underscore the importance of performance, Google launched the Core Web Vitals. These metrics help site owners gain insights into how their sites perform in real life and get tips on improving those scores. The metrics focus on loading times, interactivity and stability. Together, these determine how enjoyable users find your site.
LCP measures how long your largest asset loads
The Largest Contentful Paint (LCP) measures how long it takes for the largest visible element on the screen (usually an image, video, or headline) to render fully. If performance is bad, you can improve this by optimizing images by compressing them without sacrificing quality. You can use modern file formats like WebP for faster performance and minimize render-blocking resources like heavy CSS or JavaScript files. Defer unnecessary scripts and prioritize above-the-fold content.
INP measures interactivity
Interaction to Next Paint (INP): INP is the new Core Web Vitals metric from Google that tracks how quickly your site responds to user input clicks, taps, and keystrokes. While FID only reported on the delay for the first interaction, INP evaluates all interactivity events for the session. This ensures a fuller score.
You can improve your performance by minimizing JavaScript execution. Use Screaming Frog or PageSpeed Insights to flag heavy scripts and defer or remove non-critical JavaScript. Use browser caching to cache JavaScript and other assets so they don’t reload unnecessarily and reduce reliance on third-party scripts. You can offload heavy tasks to web workers to free up the main thread and process user interactions faster.
CLS measures stability
Cumulative Layout Shift (CLS) measures the stability of a webpage’s visual layout. It checks if the content moves unexpectedly as the page loads (e.g. when an image loads late and pushes buttons elsewhere on the screen).
You can improve this by specifying dimensions (width and height) for all images and videos in your HTML/CSS. This prevents the browser from guessing dimensions and rearranging content. Avoid inserting ads, banners, or other dynamic elements above the fold after loading content. Please preload important assets like fonts or images to ensure they appear quickly and predictably.
Site speed optimization beyond Core Web Vitals
Core Web Vitals should be a main focus, but there are other strategies to implement to improve site speed and page experience. Faster websites equal user satisfaction, reduce bounce rates and make your audience more likely to stick around in the future.
Start reducing the number of HTTP requests for a faster site. Combine CSS and JavaScript files where practical, or use modern HTTP/3 protocols, allowing browsers to send out multiple requests simultaneously. Also, unused CSS and JavaScript should be eliminated to reduce file sizes and speed up load times. File compression can be used via Gzip or Brotli to compress the assets before serving them to the user. Compressed files load faster without losing quality; most hosting providers or web servers can help you set this up. Tools like Google Lighthouse can also alert you if compression is missing.
Implement lazy loading for images and videos so that only visible content loads immediately while other assets load as needed. WordPress users can easily use plugins like Smush or Lazy Load by WP Rocket to achieve this, or custom JavaScript libraries like lazysizes work on other platforms. Distribute your site’s static assets with a Content Delivery Network (CDN), which delivers files from servers closest to users, improving global load speeds. Popular CDN providers include Cloudflare, Akamai, and Amazon CloudFront. Finally, performance analysis tools such as Google Lighthouse, GTmetrix, or Pingdom analyze bottlenecks, track progress, and ensure your efforts work.
Google’s PageSpeed Insights is one of the best tools to understand your site’s real-life performance
Improving mobile performance and responsiveness
Mobile is everything these days. For most websites, this means that most of the traffic will be coming from mobile devices. Search engines like Google consider the quality of your mobile site when ranking your content, so being mobile-friendly should always be on the tip of your tongue.
Run various mobile tests to see how your site performs on phones and tablets. Look for layout issues, problems with interactive elements, or slow-loading pages or assets. Check if your responsive web design works properly so your site dynamically adapts to all device sizes. Also, ensure your CTAs are mobile-friendly, and your forms are accessible from mobile devices.
Increasing user engagement on your site
Faster pages keep users on your website, but engagement ensures they take meaningful actions. Thanks to better site performance, you’ll get higher engagement rates, which results in better conversions, newsletter signups, product purchases, and more.
Simplify your site’s navigation to make it easy for users to find what they need. Use clear menus with logical structures, such as categories and subcategories, and add breadcrumbs to show users where they are within the site. Dropdown menus should be intuitive, and internal search bars must return accurate, relevant results quickly. Additionally, ensure key Call-to-Actions (CTAs), like “Sign Up” or “Request a Quote,” are prominently placed above the fold or immediately following key content sections. Use descriptive, action-oriented language in your CTAs to make them more compelling and clickable.
Encourage users to explore your site more with internal links and related content suggestions. Add social sharing buttons to blog posts, infographics, or product pages to make it easy for users to share content on platforms like Facebook, LinkedIn, or X. If using popups or exit-intent offers (e.g., subscription prompts or discounts), ensure they are thoughtfully designed and minimally intrusive. Poorly timed or aggressive popups risk driving users away, so aim to balance engagement with user experience.
Tools for site speed and engagement improvements
To help optimize, you can utilize Google Lighthouse, which will show you how your Core Web Vitals performs overall, and GTmetrix, which goes in-depth and gives actionable recommendations on improving page speed results.
Hotjar offers insights into where users click, how they scroll, and how they behave overall. WP Rocket is for WordPress users looking to automate technical processes such as caching, lazy loading, and database optimization. Various WordPress plugins add customizable social share buttons to enhance content sharing, making it easier for visitors to share your posts on their favorite platforms.
Step 5: Monitoring and tracking results
SEO is a colossal effort; the process does not end there once that initial effort is made. You must monitor your actions to determine whether those changes work as intended. Regular monitoring is also a great opportunity to find improvements and better calibrate your SEO strategy. Regular monitoring helps you improve your site, adjust to the latest algorithm updates, and retain the course.
Why monitor results?
By tracking results, you can measure the impact of your audit (e.g., increased rankings, traffic, and engagement). It’ll also help spot new issues like broken links, slow pages, or dropped rankings. This will ultimately help you improve your strategy by identifying what’s driving results and where to focus next.
SEO is not something you do in a month or so. It takes time, and you might see the results in many months. Consistently track and analyze.
Metrics to track
Start by looking at traffic metrics. Organic traffic shows how many users find your site through search engines, which you can monitor in Google Analytics under Acquisition > Organic Search. Check referral traffic to see if other backlinks are sending visitors to your site. This data shows how effective your SEO and link-building work is.
Next, evaluate engagement and search performance. Metrics like engagement rates and time on page help you understand how users interact with your content. On the search side, track keyword rankings with tools like Wincher, Ahrefs, or Semrush to see how well your pages are doing in the SERPs.
Use Google Search Console to monitor your CTR and check for indexing issues in the Coverage Report. Make sure that your most important pages are indexed. Monitor loading speed, interactivity, and layout stability in tools like PageSpeed Insights.
Schedule regular check-ins
You need to make monitoring results a regular thing. Review rankings, CTR, and new crawl errors weekly. Each month, check traffic trends, user behavior, and fixes made during the audit. Every quarter, you should run a fresh crawl with Screaming Frog, check competitor performance, and update old pages based on new opportunities.
Conclusion on doing SEO audits
Following these steps will help perform an SEO audit, from preparing your data to addressing user experience and technical SEO improvements. Make sure each fix you aim to do aligns with your goals and strategy. Auditing regularly keeps your site running at its best and ready to rank in search results.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-02-19 12:00:162025-02-19 12:00:16How to perform an SEO audit (with checklist)
Every business needs an online presence. Building a business website could be one of your most important decisions. But after that decision comes another question: Which platform should you choose to build your business site on? This depends on what kind of website you need, your resources, and your expertise.
Before proceeding, begin by describing your website’s goal. What does your website need to do? Do you need an online store, a simple way to present your company, a blog, or a portfolio? Your main goal should influence the rest of your choices and help you find a platform with the features you need.
If you run an ecommerce site, you’ll need great shopping cart functionality, secure payment options, and features to manage your inventory. If you focus on blogging or need a portfolio site, you’ll probably want good content management options, a flexible design, and ease of use. Once you understand your needs, you can narrow down the list of platforms.
Thinking deeply about the purpose of your website can also help you plan for the future. If you think you’ll expand the site with more products or a wider range of services, choosing a platform that can scale and evolve with your business might be a good idea.
Do you have technical expertise and resources?
One of the most important questions to answer when deciding on a platform for your business website is whether you have technical knowledge. Some of the website builders available right now have an easy-to-use interface that requires little to no coding skills. Some even use AI to help you build a website from scratch by simply describing it. Other platforms and CMSs give you direct influence on the appearance and workings of your website, which needs technical expertise.
If you’re not technical or don’t have a technical team backing you, looking at online platforms with drag-and-drop editors and pre-designed templates might make sense. With these, you can have a professional-looking website without writing code or understanding backend systems. Brands like Wix, Duda, Web.com, and Squarespace are some options that function like this.
However, if you have the technical resources or plan to hire a developer, a content management system like WordPress gives you more flexibility and customization options. WordPress is a popular option — it powers over 40% of websites. It’s known for its extensive plugin ecosystem — with powerful tools such as Yoast SEO — and a vibrant community.
Remember, though, that choosing a CMS that requires more technical input also requires maintenance and occasional troubleshooting, which could increase costs in the future.
There are a couple of things you need to consider when building a website for a business. First, you must understand your skill level. Second, you’ll have to find out if you have resources and support. This helps you decide whether a simple site builder or something more open-ended is the better investment for you.
Types of website platforms
Building a proper website for a business means exploring various options. Experiment and find out which online platform matches your requirements and needs. Just remember that there is not a single “best” platform that works well for all businesses. Every tool has its strengths and weaknesses.
Consider the popular options
There are many tools to help you build company websites, but you do not need to try every one. You can probably make do with the most popular options, as these have proven their worth.
WordPress
WordPress is the most popular CMS and offers an amazing selection of themes and plugins. You can customize it in any way you think, giving you great control over the platform. WordPress is a great option if you want to create a website for a business that can adapt over time. The CMS performs well in the search results and can grow with your content needs. WordPress is great for:
Best for bloggers and content creators: Ideal for content-rich sites with robust publishing features.
Best for customization: Offers extensive themes and plugin support to tailor every aspect of your site.
Best for SEO and flexibility: It is highly adaptable for businesses and developers aiming to optimize and expand their online presence.
Best for ecommerce: Seamlessly integrate WooCommerce for powerful online store features and e-commerce capabilities.
Shopify is a great all-in-one ecommerce option for companies selling products online. It handles everything from hosting to security and from payments to integration. Shopify makes it easy to build an online store. It has lots of features to help you scale your business. Shopify is good if you want a solid option to get started quickly.
Best for online retailers: Ecommerce-friendly, easily set up to manage and grow an online store.
Best for secure transactions: Integrated payment gateways and reliable security features ensure peace of mind.
Easiest to scale: Intuitive interface helps startups and growing businesses manage stores efficiently.
These platforms are for users who want simplicity. They come with built-in templates and handy editors. Wix and Squarespace are good options for small businesses, creatives, and professionals who want to build a nice-looking portfolio or simple business website. These are the best options for users who want ease of use over extensive flexibility and customization options.
Other options
Of the other platforms, Adobe Commerce (formerly Magento), Drupal, or Webflow may also be worth looking at if you have specific needs. Adobe Commerce is useful if you need a large-scale ecommerce environment. Drupal is great for handling larger sites with complex data needs (although the project recently launched a simplified option called Drupal CMS). Webflow is a middle ground with design flexibility and editing capabilities.
While we list several of the best platform options available, you should base your choice on your needs, requirements, security levels, and desired functionality.
Scalability, customization, and security
Choosing the right platform to build your business site isn’t just about here and now. You should also think about scaling your sites once your business grows.
Scalability
When selecting a platform, consider whether it can handle increased traffic and additional content you might need. Can you expand your capabilities as your business grows? For example, if you plan to add more products or expand your feature set, you need a website solution that scales without much work. Look for features, services, and plans that support growth.
Customization
Your business is unique, and so should your site reflect your unique brand. The platform you pick should give you plenty of options to customize your business site. It shouldn’t just let you pick from a selection of templates but also offer the options to change design elements, add custom code, and integrate tools you need to build your business. Platforms that offer much flexibility allow you to do what you want. This helps your site feel fresh and aligned with your brand.
Security
Security is essential for a business website. As we hear more stories about data breaches and online threats, you should choose a platform that values security. You should consider SSL certificates, server security, software updates, and secure payment options for ecommerce sites. A reliable site builder should have proper security protocols to protect customer data.
Managed hosting services or SaaS platforms like Shopify often handle WordPress security automatically for you, but you should double-check it. If you go the self-hosted route, you should make sure that you have the resources available to manage the security of your business site.
Budget and cost considerations
For many, cost is the most important factor when choosing a website platform for a business. However, it’s important to consider both the short-term and long-term investments. Make sure that your budget evolves as your site does.
Upfront and ongoing fees
Site builder platforms all work with subscriptions, but sometimes, one-time costs are involved for themes, plugins, or other features. For example:
Subscription fees: Site builders such as Squarespace and Wix charge a monthly fee for hosting the site, accessing features, and support.
Hosting and domain costs: If you choose a CMS like WordPress or Drupal, you must budget for web hosting, domain registration, and premium themes and plugins. Investing in a more premium hosting plan often leads to better performance. Of course, you can also have a custom theme built by an agency or solo developer, which would also cost money.
Transaction fees: Online stores need payment systems, and some platforms charge money for handling transactions. These costs can add up if you move a lot of volume.
Value over time
Picking the cheapest option might sound sensible, but you should consider the costs over a longer time. A highly scalable platform with a long list of features and a good support team might cost more initially but could save time and money in the long run. Look at the full package and see which platform offers the best mix of price and functionality.
Testing and trials
Be sure to try out the different options. Many website builders offer free trials or demo versions. Use these to explore the capabilities before you sign up for a specific plan. Testing the interface and features gives you a better understanding of whether this product meets your wishes. This is a good way to avoid making the wrong decision, which could lead to extra costs or limited growth.
Additional considerations and support
After you’ve crossed off the technical and monetary questions from your list, a few questions still need to be answered.
Customer support
Your website is central to your business, so keeping it up and running is essential. For this, you need a platform with good support. Access to good customer service is a huge help if you run into issues or you’re trying to implement new things. Look for platforms with various ways of contacting support (email, phone, chat) and ample documentation available. Platforms with proper support can reduce downtime and help you on your way quickly.
Integrations and marketing tools
Websites are the centerpiece of a business strategy, and they should not live alone. Find out if your preferred platform integrates with business tools like CRM systems, email marketing services, and social media platforms. Many site builders now include built-in SEO tools to rank your site in search engines. And if they don’t, Yoast SEO has plugins for WordPress, WooCommerce, and Shopify. Choose something that matches your existing digital strategy.
Analytics and reporting
What would you do without knowing how your site is performing? Data is essential to make informed decisions. Analytic tools show how visitors behave on the site and which pages perform well. Some platforms come with built-in analytics tools, which help see how your site is doing.
Deciding on the business site platform
To recap, you can choose how to build your business website by answering these questions:
What is the goal of your website?
What technical expertise and resources do you have?
Which site builders have the features and scalability you need?
Do the cost structure and support options fit into your budget?
Can the platform integrate with your marketing and analytics tools?
Take the time to answer these questions. Then, read honest reviews of users of the various platforms and try out the demos — very important. It’s all about getting your hands dirty in this process. You need to determine which platform best fits your business while giving enough flexibility to scale when your business grows.
We’re saying it again: there’s no one-size-fits-all solution. You should pick the platform that works today and will still work when your business has grown. It doesn’t matter if you pick an easy-to-use website builder or a highly customizable CMS, as long as it makes sense for you and your business — now and in the future.
Now, choose a platform for your business website
It costs a lot of time and money to build a website for a business. You need to define your goals, evaluate the various platforms, and determine how you want your business to grow. Every decision you make affects how you support your business objectives. When you look at your technical know-how, budget, scalability needs, and support options, you should be able to decide which site builder to choose if you want to succeed.
The most important thing is to sign up for the free trials and demos. Don’t hesitate to contact experts or customer service for tailored advice. You should build a site that is ready for today and prepared for tomorrow. Choosing the right platform for your business helps you set up for success.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-02-13 13:13:402025-02-13 13:13:40Choosing the right platform for your business website
SEO and PPC are two of the most important strategies for increasing your website’s visibility. While they both aim to attract more traffic, they operate differently. They also serve different purposes. Here, we’ll discuss SEO vs. Pay-per-click advertising and how to choose the best option for you.
As we all know, SEO stands for Search Engine Optimization. It consists of everything you do to get your site higher rankings in the original search results. Those tactics are thoroughly researching which keywords to target, writing high-quality content, and making sure that your site is structurally and technically sound. The goal is to get the organic traffic you want by making your site relevant and authoritative.
Pay-per-click (PPC), on the other hand, is all about paying for ads — the sponsored listings — that appear at the top of search results. So, every time someone clicks your ad, it costs you money. As it lets you target advertising based on user demographics, this model can lead to immediate results.
An example of PPC ads vs organic results for a search term in Google
What’s the difference between SEO and PPC?
SEO and pay-per-click advertising are both popular options to get traffic to your site. However, both options have their advantages to help you reach those goals.
Cost structure
For SEO, the costs mostly lie in the initial work and ongoing maintenance. You have to invest in creating high-quality content, optimizing your site, and reaching out to build good links and relationships. With SEO, there are no direct costs per click, but it does require consistent effort and resources to get results.
With PPC, you pay every time someone clicks your sponsored listing. To make it manageable, you set a budget; when this budget runs out, your ads will no longer be visible. PPC gives you control over budget, but costs can quickly ramp up — especially in high-demand markets or for competitive keywords.
Time to results
We always say that SEO is a marathon and not a sprint. Building authority takes time, so it can take months to see rankings go up. But the wait is worth it, as it leads to better and more stable results in the long run.
PPC is more direct and to the point. Launch a campaign, and the visitors should come in straight away. As such, this is a great tool for time-sensitive stuff like promotions and launches or when you need instant visibility and reach.
Sustainability and impact
SEO is the more sustainable option. With your initial work done, you can reap the rewards for a long time. Of course, there’s always more to do with your SEO tasks, but that’s normal. Building a brand is something that will pay off big time. With PPC, you get an incredible boost for a short period — the time you pay for the sponsored listings.
Targeting capabilities
SEO targets users based on content and keywords. You can target your content on different search intents, but the options are not as direct as with PPC. This offers more precise options, allowing you to publish ads to specific demographics, locations, times, and user behavior.
Flexibility and control
With SEO, you do put yourself in the hands of search engine algorithms. Algorithm updates could harm your rankings. As a result, you should reevaluate your strategy. You have control over everything on your site, but not search engines. PPC, though, does give full control over your ads. It makes it easier to adapt to changes and needs.
Measurement and analytics
It’s important to measure your success. For SEO, you are looking at a longer period and need to keep track of traffic and keyword rankings. It can be difficult to get usable insights from data. With PPC, you get detailed insights that show you how your campaigns are doing. You’ll also get the tools to adjust instantly.
SEO and PPC, while different channels that require different skills and have different goals, can really complement each other in the long term. To me, PPC is considered more of a science than the art of SEO. The great thing about PPC for SEOs is that it not only attracts quicker returns (that can also be calculated with more precision) but also provides the same accurate and actionable data for SEOs. I have always found data from PPC extremely useful in directing an SEO strategy.
Alex Moss – Principal SEO expert at Yoast
Pros and cons of SEO
Both SEO and PPC have their pros and cons. Let’s go over these.
Pros of SEO
SEO is cost-effective in the long run. Once you have a strategy and an optimized site, it can continue attracting traffic without additional costs, leading to a sustainable traffic source.
Ranking well gives your site a sense of trust and credibility, as people trust sponsored listings less than organic search results. High rankings can boost your brand. Of course, higher rankings lead to a high CTR, and many users simply skip ads because they don’t like them.
As SEO improves the general user experience of the website, it will become a better investment for your money overall. Investing in SEO can lead to higher engagement and conversion rates.
Cons of SEO
Of course, SEO isn’t the end-all solution to everything. For one, building up authority and higher rankings takes a lot of time. It’s not the solution if you want quick results. You must also work on your strategy, content, and site quality. The more work you put in, the better your results can be. And as search engines keep evolving, you must evolve as well.
SEO operates in a highly competitive landscape. For some markets, it’s almost impossible to break into the top ten of the results. Plus, it might take a ton of money to do that. And that’s another con for SEO: the results are uncertain due to algorithm changes, competition, and market conditions.
Pros and cons of PPC
Pay-per-click advertising also has its own good points and bad points, as you’ll read below:
Pros of PPC
The biggest benefit of PPC is getting immediate results for your money. You can set up campaigns quickly and get results going without much hassle. You also have full control over the budget, so you only pay for what you want to pay for.
PPC is also flexible and precise. You have much control over who you target and when, leading to more precise results. And if your strategy needs adjustments, you can update your sponsored listings quickly. Pay-per-click ad systems give you all the data you need to make the proper decisions.
Cons of PPC
One of the main drawbacks of pay-per-click is that costs could rise quickly. Another main drawback is that you’ll only get results as long as you pay — no money, no results. This makes PPC a viable option only for specific campaigns.
How well ads perform also depends on how users perceive them — ad fatigue is a thing. You must experiment with placements and forms to see what works best. For this, you should adhere to the rules of the platforms on which you’re running your ads.
Conclusion SEO vs Pay-per-click
Whether you choose between SEO and PPC depends on your needs, strategy, and timeline. SEO is amazing for long-term results, while PPC can quickly produce results. Most businesses will probably use a combination of both. You can use the strength of both strategic tools in your toolset to get the results your business is looking for.
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SEO is like a never-ending story. There are always things to do. And these things need your undivided attention, from keyword research to content audits and performance reporting. Many of these are repetitive, recurring, and time-consuming. And that’s why you need SEO automation.
By automating SEO, you use tools and software to do the repetitive optimization tasks for you. These tools don’t eliminate the need for a person to be involved, but they can do the heavy lifting. These tasks often contain data-heavy and time-consuming work.
Think of all the manual work you must do to run an SEO campaign. You have to crawl your website for technical errors, do keyword research, track how your ranking develops, and generate insightful reports — important work but tedious. SEO automation tools take these tasks and do them for you. These tools work faster and more accurately than you do. As a result, you can focus on the fun stuff — the creative and strategic work.
For example, you could manually try to find broken links on your site, but that would take forever. An automated tool can do that in minutes and provide a nice report. For your content, keyword research tools can generate a list of terms to target in just a few minutes. You’ll even get search volume data and information about the level of competition.
The benefits of SEO automation
Automating your SEO has many advantages. Handing over repetitive tasks can save you a lot of time, leaving you with more time to work on your strategy and content. Automation is also more accurate in handling data, which leads to fewer errors and, thus, more dependable data. SEO automation streamlines your work and allows you to scale quickly once your site grows.
Tasks you can automate right now
Today, most SEO automation tools are designed to handle specific tasks. We’ll list the most common tasks you can automate.
Keyword research
Keyword research is the foundation of SEO. It is also very time-consuming to do manually. You’re looking at search volumes, competition, relevancy, and more, and you’ll have to make deductions from that. It’s not weird that almost everyone uses keyword research tools such as Semrush and Wincher to do the hard work.
Keyword research tools can automatically:
Generate lists with relevant keywords for your topic or niche.
Give essential supporting data such as search volume and difficulty.
Suggest related keywords that you can use to build up your.
Here’s an example. Let’s say you run a gardening blog. Keyword research tools like Semrush can identify not only popular keywords like “best gardening tools” but also related terms such as “gardening tool maintenance” or “best hoes for gardening in specific conditions.” These insights allow you to build content clusters that improve your site’s authority.
Content optimization
Content optimization is another field in which SEO automation comes in. For instance, Yoast SEO can analyze your content to make sure it is properly optimized for search engines. An SEO tool like this gives feedback on:
How you use keywords in your content and suggest improvements to make.
How readable is your content, and are your sentences too complex?
Where and how you can add relevant links to other content on your site.
Yoast SEO is a very popular plugin for WordPress and Shopify. It helps you optimize each post or page on your site to make it user-friendly, search-engine-friendly, and, of course, make that process as easy as possible.
Website audits
Automatically auditing your website regularly is also a popular form of SEO automation. Such an audit can help you catch issues that might influence your site’s performance. These can include:
Broken links.
Slow loading speeds.
Missing meta tags.
Duplicate content.
Tools like Screaming Frog or Sitebulb can perform these audits automatically. These tools even let you schedule recurring audits, so you’re always updated on your site’s health. In addition, the tools provide actionable reports that highlight what needs fixing.
Rank tracking
There are many ways to gauge your site’s performance; one of the most important is to check its rankings. However, tracking your rankings manually is a lot of work. Luckily, rank-tracking tools such as Wincher, Semrush, and Ahrefs make this incredibly easy. These tools automate this process and provide you with regular updates on your keyword positions.
Among the things these tools can track are:
Changes in your rankings over time.
The performance of specific target keywords.
Competitor rankings for similar keywords.
You get all kinds of reporting for your rankings. Plus, with the built-in alerting systems, you are always on top of things without constantly monitoring them.
SEO reporting
Another part of your SEO work that can be automated is reporting. Building custom reports is grueling work that can take hours of precious time. Luckily, tools like Looker Studio can combine data from different sources, such as Google Analytics, Search Console, Semrush, and others, to build custom dashboards that update automatically.
With proper SEO automation tools, you can create reusable templates for your reports, so you have something predefined to start from. These can also be generated automatically at scheduled times to save you even more time.
How to get started with SEO automation
At one point, you will be ready to start automating your SEO workflow. But where do you start?
Find the tasks you need to automate
Think about your work and find the tasks that take the most time or recur most often. Such tasks are often the best options to automate. For example, if you spend much of your time on reporting, that would be a good option.
Choose the right tools
Not all tools are created equal, so choose one that does what you want them to do. Here are some options, but there are many others.
Yoast SEO: Optimizes on-page SEO and provides content suggestions.
Semrush: Offers keyword research, content outlines, and optimization
Google Search Console: Tracks performance and identifies site issues.
Screaming Frog: Conducts in-depth site audits.
Looker Studio: Automates reporting by integrating with Google Analytics and other data sources.
Start small
Diving head-first into SEO automation might be exciting, but it will probably not end well. Please start small. Pick a couple of time-consuming tasks and see how you can make them more manageable and insightful. Once you see what works and what doesn’t, build from there.
Final thoughts on automating your SEO
SEO automation is a handy way to save time, improve data accuracy, and scale your work. We’re not looking to replace people but rather support them in their jobs. Tools can do many tasks, from keyword research to audits and data analysis. This leaves you more time for your high-impact work!
Start small and experiment with a range of tools. You’ll find what works and what doesn’t, which will help you fine-tune your process. Ultimately, you want SEO automation to help you work smarter, not harder.
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Valentine’s Day is an interesting shopping event for ecommerce stores. Customers are looking for gifts that help express their love for one another, with flowers, jewelry, and other interesting options. It’s a great opportunity to attract and convert online shoppers. Here are some SEO tips to help make the most of your Valentine’s Day sale!
As with most sales, you need to plan ahead. Begin planning your Valentine’s Day SEO strategy as early as possible. Ideally, you’d start several months in advance. Research keywords related to Valentine’s Day and your industry to see what comes up. When the sale comes, you’ll be inspired and have new ways to promote your products. If you set up gift guide pages, do so in advance so search engines have enough time to index your pages. This increases your chance to rank when the shopping rush begins.
Create a landing page specifically for your Valentine’s Day sale. Use it to highlight your best deals and popular items that make great gifts. Keep the URL simple and undated so that you can update and reuse it yearly. This approach helps you build SEO value over time while keeping backlinks intact. It also makes your seasonal campaigns easier to manage in the future.
It doesn’t have to be just jewelry or flowers; there are plenty of interesting gift options, like tea
Optimize your product pages
Your product pages will probably see the most traffic and conversions, so be sure to optimize them. Use proper related keywords in the places where they make sense, but don’t overdo it. For example, instead of “Rose bouquet,” try “Classic rose bouquet for Valentine’s Day.” Yoast SEO for Shopify or WooCommerce SEO can help you do this.
Consider conveying that your products are made with a good heart without relying on traditional red heart symbolism. This could involve creative descriptions, imagery, or design elements that convey a sense of warmth, kindness, and generosity without being overtly literal.
As always, add high-quality images to your sales pages with descriptive alt-text, such as “red roses for Valentine’s Day delivery.” This will make your product pages more accessible and understandable for search engines. If you sell jewelry, create specific pages with phrases like “Valentine’s Day jewelry sale.”
When you have options to deliver your product, include the final delivery date in your communication to build trust and ensure customers receive their items on time.
Lego published a great gift guide on its site, including great images and content
Create gift guides and seasonal content
Content marketing drives traffic to your site. Good content can help shoppers find the perfect gift. For SEO purposes, Valentine’s Day gift guides can serve well. Make guides like “Top 10 gifts for her” or “Romantic ideas for Valentine’s Day.” In these guides, link to the proper product pages to make it easy for shoppers to buy the listed products.
Keywords like “Unique Valentine’s Day gift” or “Valentine’s Day flower delivery” work well in blog content. There are plenty of relevant content ideas. For instance, you could create themed infographics or videos to share on social media.
Focus on local SEO for delivery or pick-up
Is your business locally oriented, and do you offer local delivery or in-store pick-up? Optimize your sales for local searches! Edit your Google Business Profile and add details about your Valentine’s Day sales, opening hours, and local delivery options. Don’t forget to use location-specific keywords in your content.
Build a bond with your customers and encourage them to leave reviews. Positive reviews are an important part of building your local business. Use local SEO properly to attract customers needing last-minute Valentine’s Day gifts or same-day delivery.
Use social media and influencers
Social media is a great tool for promoting your Valentine’s Day deals. Remember to post appealing images of your products, such as flower arrangements, gift boxes, or jewelry. Depending on your business, Instagram and Facebook are especially good for showcasing your Valentine’s gifts. You might even try TikTok if you’re good at video content. TikTok even published a guide to help you with your Valentine’s Day sale.
Remember to think about influencers who like your brand. Influencers can create authentic content to drive traffic to your site. Be sure to include special offers to make them actionable.
Use user-generated content
Social media is also a great place to encourage customers to share their Valentine’s Day experiences with your products. Ask them to post photos of the gifts they purchased, the stories of how they were received, or even a review of the experience of buying from your store. You could even create a branded hashtag and promote it in your social media and email campaigns.
As your website is the focal point, remember to add these posts to it. User-generated content helps build trust and acts as social proof. It’s great for potential customers to see that other customers have had an excellent experience with your business. Seeing happy customers share photos of their Valentine’s Day flower arrangements or jewelry gifts can help others do the same. In addition, you are creating a human connection with your customers.
Run exclusive Valentine’s Day promotions
It’s not just about inspiring customers to want to buy but also about getting them to buy it. Special offers help shoppers complete that last step. Create urgency with limited-time deals, such as “20% off Valentine’s Day gifts for 48 hours.” You can also offer free shipping or discounts on bundles for couples.
Don’t forget to use your email newsletters to announce these promotions. Write subject lines like “Valentine’s Day sale — Shop the perfect gift now” to grab attention and get clicks to your site.
For a jewelry store, this is always a busy time, so it needs to come prepared
Add festive details to your website
A subtle way to get shoppers in the mood for Valentine’s Day is to add small festive design elements to your store. For example, you can update banners, landing pages, and CTA buttons with a subtle Valentine’s theme, such as hearts or pink and red color schemes. But be sure to keep it subtle.
You can directly link your Valentine’s Day landing page or related content from your website’s header navigation during the sale to improve your SEO. Many ecommerce stores use dynamic navigation to feature seasonal categories like “New In,” “Back to School,” or “Holiday Deals.” Adding a Valentine’s section makes it easy for shoppers to find your offers quickly.
Offer last-minute shopping options
Some people like to shop at the last moment, so please also cater to them. You can always offer digital gift cards and same-day delivery services. Highlight these offers prominently on your website with phrases like “Still looking? Get it today!” or “Instant Valentine’s Day gifts.”
PPC ads like “last-minute Valentine’s Day gifts” in search or on social media help target people needing an urgent solution. It’s a quick and easy solution to get sales from customers running out of time.
You won’t be the only one looking for last-minute Valentine’s gifts!
Track and adjust your strategy
Last but not least, monitor the campaign’s performance. Use analytics and internet marketing tools to track keyword rankings, traffic, and conversions. Find out which products or pages perform well and adjust your strategy where needed. For example, if certain keywords like “Valentine’s Day exclusive jewelry sale” drive traffic, create more content around those topics.
Keep an eye on your competitors, too. If they offer something unique, consider how you might adapt your approach.
That’s it for Valentine’s Day SEO
Planning and great content are the most important things to make your Valentine’s Day sale successful. A targeted campaign can attract more shoppers to your store. Optimize your product pages, create engaging content, and promote your offers via social media and email campaigns. Now, you’ll be ready to turn the season of love into a successful sales season.
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The start of the year is always a good moment to start or update your SEO roadmap. This is a structured collection of tasks you plan to do to enhance your site’s performance. If you already have one, great! If not, read this article to find out what you can do and why you need an SEO strategy.
An SEO roadmap is a strategic outline for enhancing a website’s visibility in search engines. It consists of all the SEO tasks you wish to perform in a given period of time. These tasks encompass keyword research, content strategy, and technical SEO.
We need a plan showing how people find our product or business. Once we know that, we’ll need to write content strategically targeting these people. At the same time, we’ll find a way to improve our website’s technical aspects to ensure it performs flawlessly.
The goal is to connect your SEO plan to the broader business goals. This will help you focus on the right things for the desired results. Of course, this isn’t just about performing better and properly managing your resources. It helps allocate time and budget effectively to areas with the most impact.
Setting up and managing an SEO strategy has many benefits. It provides a solid framework for tracking performance and fine-tuning it where necessary, helping you target the right people and stay ahead of the competition.
Why do you need an SEO roadmap for that?
While it’s easy to jump right into the SEO work you need to do, it’s better to have a roadmap. An SEO roadmap helps your decision-making process. It helps you prioritize the activities that drive the most value. And it gives you a sense of direction.
Setting up such an SEO roadmap will help you increase your website’s visibility in search. It will also help you target the right audiences and reduce costs by focusing on high-impact areas.
Your new strategy should support the overarching business goals. Often, that’s increasing sales. By increasing organic traffic, you can boost sales and revenue. It could also support brand awareness. Enhancing your brand’s presence in search engines makes it more recognizable. Plus, you’ll want to engage customers.
Building a solid, holistic SEO strategy also keeps you agile. You’re much more on top of things and able to respond to changes in search history trends or market conditions. This is another thing that gives you a leg up over a slightly less well-prepared competitor.
How to create an SEO roadmap
Before creating an SEO plan, you need to collect some insights. Clearly define what you want to achieve, and audit your site to get a feel for the issues you must fix. Then, the budget and availability of resources must be figured out to get the updates done. When you have everything, you can build out your SEO roadmap.
Define your goals and priorities
Creating a successful SEO roadmap begins with setting clear goals and establishing priorities. This step helps focus all efforts and align them with broader business objectives.
Set SMART goals
The most important thing is to work in a structured manner. You need a framework to verify if the work you’re planning is feasible and measurable. Here’s how to effectively define your goals and priorities using SMART criteria.
Set SMART goals: Goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. This framework ensures clarity and direction.
Specific: Clearly describe what you want to achieve. For instance, instead of saying “increase traffic,” specify “increase organic traffic by 20%.”
Measurable: Use metrics to track progress and evaluate success. Example: “Reach 50,000 monthly page views by the end of Q2.”
Achievable: Make sure the goals are realistic. Think about your resources and constraints. Consider current performance as a baseline.
Relevant: Align goals with business objectives. If brand awareness is your number one goal, focus on increasing visibility in search engine results.
Time-bound: Set a deadline to create urgency. Example: “Achieve a top 3 ranking for targeted keywords within six months.”
Of course, there are many other options. Consider frameworks like the Eisenhower Matrix to prioritize tasks by urgency and importance. This method helps you prioritize tasks by urgency and importance, sorting them into four categories: do first, schedule, delegate, and don’t do. Use this matrix to categorize SEO tasks, focusing first on urgent and important ones, like fixing critical site errors.
Align with business objectives
Your SEO goals should fall in line with your overall business strategy. This way, SEO efforts will help your company achieve its goals. For example, if your company wants to grow its market share in a particular area, you should focus on local SEO. This means targeting local keywords and directories.
Not all tasks are created equal, so determine which ones will have the biggest impact and put them on your SEO roadmap first. Look for tasks that are easy to do and give you quick results, like fixing high-traffic pages. Also, focus on projects that match your main business goals, even if they take more time and resources.
Remember to meet with all the important people to ensure that your SEO goals are what they want and that they fit with the whole company’s goals. Talk to the marketing, sales, and product teams to understand what they want and how SEO can help them achieve it.
Audit your website
Conducting a thorough website audit is critical in creating an effective SEO roadmap. This process helps identify strengths, weaknesses, and opportunities for improvement. You can add the audit findings as improvement tasks to your roadmap.
Do a content audit
Most of the time, people find your website through your content. As such, it’s an essential part of your SEO strategy. But your content might have become a tangled mess if you’ve been at it for a while. A content audit can help inform your SEO roadmap and help you untangle that mess.
Review your existing content and see if it (still) meets user needs and aligns with your goals. Then, look for content gaps to determine whether your audience is interested in a topic you haven’t discussed on your site yet. If you find these or other opportunities, add them as tasks on your roadmap. Don’t forget to check the on-page SEO of your key pages.
You can do a proper content audit by hand, but tools like Semrush and Ahrefs make this process much more manageable.
Do a technical SEO audit
A technical audit will help uncover performance issues with the site. These issues might prevent search engines or users from properly accessing your site.
First, crawl your website using tools like Screaming Frog to see if it can be accessed properly. Uncover crawl errors and find out what’s happening on pages that are not available — accidental or not. Check for broken links or 404 errors and add these to your task list.
Evaluate and improve page load times, as speed affects user experience and rankings. Don’t forget Google’s core web vitals. Also, check that your site is responsive and functions well on mobile devices.
You should add those tasks to the roadmap if you find technical issues on your site that you want or need to fix.
Check the user experience
Every year, user experience is getting more important if you want to perform well in search engines. Make sure that your site is easy to navigate. It should have a logical structure that helps users find information quickly. Analyze site bounce rates and time to identify pages needing improvement. Again, if you find improvements to be made, add them to your SEO roadmap as tasks so you can work on them in a structured way.
Analyze the backlink profile
The web is built around links, and while links have become slightly less important over the years, they’re still an important topic for search engines. In your audit, please look at your backlinks and see if you can acquire high-quality, relevant backlinks. Unless you have a manual action for spam from Google, it probably isn’t worth your time to disavow all the toxic links pointing to your site.
Estimate time and resources
Before you fill out your SEO roadmap, you need to estimate accurately the time and resources you have available to you. Doing so helps set realistic timelines to achieve your SEO goals.
Evaluate team strengths and capabilities
When working with a team, assess the skills available to determine who can handle specific SEO tasks. Also, understand the workload your team can handle alongside other responsibilities.
Budget planning
While you need enough people for your project, you also need a budget. Find the tools and technologies you need for SEO and budget accordingly. Also, decide if you need additional expertise, such as hiring freelancers or an SEO agency.
Set realistic timelines
It’s important to set realistic goals and timelines for the project. Give each task in your SEO roadmap a deadline. If you’ve looked at your tasks in detail, you know how long it would take. Do consider delays, as things will likely have a different duration than you thought before — even if you thought it through. Don’t forget to plan work for different teams in advance so they know when to come in.
Prioritize tasks based on resources
Look ahead and see if you can mix quick wins with long-term projects. It’s good to have successful moments during the project, not only at the end. Focus on optimizing existing high-traffic pages first while planning a longer-term content strategy. Make sure that the most critical tasks receive proper attention and resources.
Review and adjust
Your SEO roadmap is never set and done — there are always things to adjust for whatever reason. It’s important to review and adjust your strategy regularly. This helps you refine your plans and jump on new opportunities. Or, you can finally fix that pesky new thing that keeps popping up.
Schedule regular reviews
Don’t just wait for reviews to happen — plan them in advance. Conduct in-depth reviews every quarter to evaluate the overall effectiveness of your SEO strategy. In addition, you should hold monthly meetings to discuss ongoing tasks, recent results, and anything that needs priority.
Analyze performance data
Analyze all data thoroughly before making decisions. Examine all relevant data, including traffic, keyword rankings, and conversion rates, to get a complete picture of performance. From that data, identify your successes and failures. Determine which strategies are working well and which need reevaluation.
Get feedback from stakeholders
Ask your teammates for their views on what’s working and what’s not. If possible, hold feedback sessions to develop new solutions for issues. When necessary, ask customers or executives for insights on how you can make sure that the SEO plan supports overarching goals.
Refine goals and strategy
For all your research, refine your goals to reflect the necessary changes. If you performed better than you thought, why not take those goals up a notch? If not, see what you can do to improve. Also, don’t forget to place manhours in areas that need the most help.
Implement changes and track impact
When you’ve collected all your insights and know what you need to do, you should develop a plan to implement them. For example, you could update your content strategy or invest in different platforms to compete. Of course, you need to monitor the effect of the changes you made to your SEO strategy — and adjust if necessary!
A roadmap is the groundwork for SEO success
This guide provides the steps needed to develop an effective SEO plan. It helps you find long-term success for your roadmap while aligning it with broader business objectives. Be sure to work diligently on the tasks in your strategy and analyze and adjust if needed.
Do you need help keeping up with SEO? Be sure to sign up for one of our SEO webinars!
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You can sell your products online in many marketplaces, and all these platforms benefit from SEO. From improving your photos to writing better product descriptions, on-page SEO is key if you want your product listings to rank in search.
Marketplace SEO is about making a platform with many sellers — like Airbnb, Etsy, or Amazon — easy to find on search engines. It means improving product details, organizing the site well, and using customer reviews and content. Optimizing the listings on these platforms helps more people find the products and increases sales for everyone involved.
For instance, Etsy gives store owners plenty of options to improve their product listings by writing detailed product descriptions or adding great images. As a result, every well-optimized, handcrafted item ranks in the search results. Similarly, Airbnb allows property owners to update their listings with local keywords so that they appear when users search for accommodations in specific areas.
Effective marketplace SEO means that when someone searches for “vintage leather bags,” Etsy listings are among the top results. Or when a traveler looks for “secluded cabin in Vermont,” Airbnb’s optimized listings pop up. The result, of course, is to quickly connect marketplace buyers and sellers.
An Airbnb listing appearing in a Google search for a key term
On-page SEO for marketplaces
You can use on-page SEO as a tool for marketplace SEO. Doing so directly impacts how easily potential customers find your listings. Take the time to optimize elements like titles, descriptions, and images. Ultimately, you’ll find that your marketplace listings will be more visible in search results. This visibility, of course, should hopefully lead to more clicks and more sales.
When each page is optimized correctly, search engines better understand your content, which improves your rankings. This means your marketplace appears in front of the right audience at the right time.
Optimizing images
For marketplace SEO, you need good images to capture attention and show the quality of your products. If possible, make sure that your images are high-resolution and professionally shot. All your images should be relevant and showcase the product from more than one angle to give buyers a good feel for it.
Add clear alt text like “handmade ceramic mug” to make your images more accessible and to help search engines recognize what the image shows. This improves the SEO of your marketplace listings and makes them more appealing to users who use speech-based browsers.
Don’t forget to optimize the image itself. Compress files to maintain quality while reducing load times, as slow-loading images can drive users away. Tools like Squoosh can help with compression without losing quality. Ensure file names are descriptive and include keywords where appropriate, such as “organic-cotton-shirt.jpg,” to boost search visibility further.
Great photography and branding make your products stand out
Create great titles and meta descriptions
Titles and meta descriptions can draw users from search engine results. Crafting an engaging title means more than just adding keywords; it should capture what the page is about. Keep it short but descriptive, like “Elegant Summer Dresses – Affordable Fashion Online.” This approach catches users’ attention and clearly tells them what to expect. Ensure the titles aren’t too long so they appear fully in search results without getting cut off.
Descriptions provide more details about your listing. A good meta description should highlight features and benefits. It should also mention why people should click on your listing instead of your competitors. Here’s a good example: “Discover our range of elegant summer dresses crafted from breathable fabrics for comfort and style. Perfect for any occasion, at prices you’ll love.” This has all the keywords, and it speaks to the customer. Keep it short, accurate and engaging.
Writing great product descriptions
Product descriptions sell your products. If you want to sell your products, you must invest plenty of time in writing great product descriptions. Start by understanding your target audience and use those insights to address their needs and concerns. Write naturally and incorporate all the keywords you want the product to rank for.
Many sellers simply list features, but explaining these in context is better. Here’s an example: “This eco-friendly bamboo toothbrush is designed for comfort and sustainability, reducing your carbon footprint while providing a gentle clean.” By writing this way, you set your products apart from your competitors.
Another way to make your products stand out is through storytelling or vivid language that paints a picture. Here’s one: “Imagine sipping your morning coffee from this handcrafted ceramic mug, its unique glaze reflecting the artisan’s touch.” Instead of simply listing details, you appeal to the buyer’s emotions. This also offers a way to make the shopping experience more personal.
Whatever you do, try to avoid using the text provided by the manufacturer, as these will be used on thousands of sites. Try to make it unique for you and your customers.
An example of a good product description for an Etsy item
Using product specifications properly
You must list specifications to help customers decide if they want to buy this specific product. It’s important to list these product specifications with care. Make sure to present details such as product identifiers, dimensions, materials, weight, and compatibility in a way that’s easy to scan.
This makes it easy for customers to find the information they need quickly. It also helps search engines index your content more effectively. Including specifications can give customers more confidence in buying the product, as they know exactly what they are purchasing.
Additionally, think about the unique features that specifications can highlight. For instance, computer shoppers would love to know what kind of processor a laptop has. Shoppers use these details to compare products based on specific technical attributes. Where applicable, use bullet points to present data clearly and concisely.
Implementing Schema markup
You can’t live without a schema markup if you want to improve your marketplace SEO. Schema markup adds structured data to your products, which helps search engines understand and interpret your products. If you do it well, your products might get rich results, like added star ratings, pricing, and availability.
For instance, an item with a product and reviews markup might show a 4.8-star rating and price directly in Google. These listings appeal to customers and could lead to a better CTR.
If you want to add schema to your products, you need to use specific types of markup relevant to your marketplace, such as Product, Review, and Offer schemas. Tools like Yoast SEO can implement schema code for you automatically. Whatever you do, don’t forget to test your structured data to make sure it’s correctly implemented and up-to-date.
Properly set up products with structured data will get rich results in Google
Use Yoast SEO for Shopify
Working on your online store can be tiresome, but luckily, there are tools to help you. Yoast SEO for Shopify is a great app that makes managing it much easier. It has content optimization features, AI tools for creating awesome titles and meta descriptions, and many schema enhancements. Together, these features help your store’s visibility in search
Conclusion to marketplace SEO
For your marketplace to succeed, you need on-page SEO. Work on product visibility and engagement by improving images, creating clear meta tags, and refining product details. Tools like Yoast SEO for Shopify simplify this process. These methods can attract more visitors and improve your marketplace’s performance.
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Crawl your website using Screaming Frog (or similar tools)
