The wait is over: I am beyond thrilled to finally reveal the agenda for SMX Advanced – June 11-13 in Boston.
Still here? Weird. You should already be knee-deep in the 500-level program by now… but hey, if you want a preview, I’ve got some mind-melting sessions to share, including:
And that’s just the start. There’s also an exclusive keynote conversation with Google’s Ginny Marvin, an opening keynote with the one and only Wil Reynolds, and of course, our hands-on Q&A-fueled clinics that address your specific needs and curiosities.
Still here? Okay then. You’ll also be the first to see the results of a groundbreaking study by Search Engine Land and Fractl on how consumers and marketers are adapting in the age of AI-driven search.
And you’ll have the chance to participate in all-new Mastermind Sessions, no-holds-barred 10-person roundtables that deliver uncensored, practical advice on what really works – hosted by iconic industry experts. Stay tuned for the complete lineup!
Networking! I can’t believe I didn’t mention networking yet. We’re bringing a fabulous mix of both structured and serendipitous networking experiences to Boston, including:
The ever-classic Meet & Greet Reception and Networking Happy Hour
Casual cocktails with the SMX crew
A scenic morning jog along the harbor
Morning mindfulness to set you up for a day of success
Topic-driven lunch discussion tables
SEO and PPC meetups with your friends from Search Engine Land
A Magic the Gathering game night
For nearly 20 years, 200k+ search marketers from around the world have attended SMX to learn game-changing tactics and make career-defining connections. This is your chance to join them.
Super Early Bird rates – $500 off on-site prices – expire next Saturday, March 29, so get a move on and secure your spot today!
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/smxa25-agenda-live-banner-gzKkIW.png?fit=1313%2C281&ssl=12811313http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 14:32:002025-03-18 14:32:00No rookies. No fluff. Just the most advanced SMX agenda ever.
Whether it’s time, money, or expertise, marketing resources are finite.
In today’s world, with advances in AI and more efficient tools than ever, businesses expect better results with fewer resources.
That means every second spent on an SEO campaign matters.
To keep up, SEOs must focus on actions that truly move the needle – without wasting time or unnecessary effort.
This article highlights SEO activities that have diminishing returns – where the effort eventually outweighs the benefits – and offers tips on optimizing more effectively.
1. Page speed improvements
Not long ago, I had a client who was obsessed with page speed.
The site’s page speed was excellent, with 100% of its pages passing Core Web Vitals on desktop and more than 95% passing on mobile.
And yet, they still wanted every URL to be rated “good” for mobile and every page speed test score to be a perfect 100/100.
Achieving that would have required painstaking hours digging through code and cleaning up things like unused JavaScript to rework how pages loaded.
Let’s be clear – page speed is important!
Plenty of data shows that improving page speed can boost conversion rates, especially for ecommerce stores.
But if a page loads in under two seconds, is interactive quickly, and doesn’t have disruptive layout shifts, a site can gain only minor performance boosts by shaving off additional milliseconds.
Once a site meets Core Web Vitals standards, further page speed optimizations have diminishing returns.
Unless a business handles a high volume of on-page transactions daily, it’s usually better to focus on other areas for improvement.
Now, if your page takes 10 seconds to load, has poor interactivity, and webpage elements move around while users try to click, then this should be a priority.
But if most of your pages pass Core Web Vitals and the user experience is solid, agonizing over page speed makes no sense.
The client in the example above had much bigger priorities, like cleaning up rampant over-indexing or pruning their stockpile of old, outdated content.
Although this was explained to them, they ignored it, despite efforts to prevent them from wasting time on a dead end.
2. Increasing backlink authority
Many businesses fixate on backlink authority, seeing it as a silver bullet for rankings while overlooking issues like:
Building link authority can be the missing piece that pushes rankings onto Page 1, especially for new websites or brand-new pages on an existing site.
But if your website’s authority is well established and content ranks the second it’s published, then building links can have diminishing returns.
It can even start to work against a site that:
Chases poor-quality link opportunities.
Gets overly spammy with anchor text.
Pursues links from places that aren’t relevant to its content.
Does that mean you should stop link building altogether?
No! Always take a quality link if you can get it.
But depending on a website’s level of authority, more success may come from focusing efforts elsewhere – such as content strategy, public relations, or conversion rate optimization (CRO).
I know – I just said refreshing old content is often better than focusing only on new content.
But stick with me.
There’s no debate: Refreshing old content is both a successful and necessary SEO tactic.
Search engines prioritize fresh content, and some of the easiest and most effective wins come from updating existing content to be more accurate and relevant.
We surveyed about 850 enterprise-level marketers and found that updating existing content provided a greater performance lift than creating new content.
It should come as no surprise that the biggest growth comes from content refreshes.
As noted in the previous section, creating new content was cited as the largest source of traffic loss between the two strategies.
However, even content refreshes have diminishing returns.
The Pareto Principle, also known as the 80/20 rule, states that roughly 80% of results come from 20% of the inputs.
This applies to on-site content – about 80% of traffic or conversions typically come from just 20% of a website’s pages.
Naturally, returns will be much higher when focusing on top-performing pages and gradually decline as you move further down the list.
Does that mean you should only focus on the top 20% of your content and ignore the rest?
Absolutely not!
But it does help put things into perspective.
While it may be tempting to squeeze more performance out of every article, refreshing low-volume or low-relevance content eventually will not provide value.
Sometimes, it’s best to leave an article alone or retire it – and that’s OK.
Where to focus SEO efforts depends on various factors.
A newer website, for example, will likely need to prioritize link building and generating new content.
Meanwhile, a website with a large library of existing content and strong authority should focus more on content refreshes and leveraging existing traffic through UX and CRO strategies.
With so many ranking factors at play, no single tactic ensures success.
Winning in SEO requires a combination of strategies and tactics.
It’s on you to allocate resources wisely. Make sure every effort contributes meaningful value, avoiding the law of diminishing returns.
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How does Bluesky differ from other social media platforms?
The platform, which describes itself as “social media as it should be,” has a similar look and feel to how X appeared back when it was Twitter.
Like most social media platforms, it allows users to post, repost, like, and share content.
The most significant difference between Bluesky and many other platforms is that it is decentralized, meaning it allows users to host their own data and create custom feeds.
This helps reduce the risk of data breaches and puts control back in the hands of users.
This decentralized approach, combined with the platform’s strong content moderation tools, is highly appealing to social media users who have become discouraged by recent changes to platforms such as X.
Above: An example of content moderation controls available for Bluesky users
So, how can I advertise on Bluesky?
Slow your horses!
There is no advertising on Bluesky.
While they haven’t ruled out the possibility of ads being available in the future, advertisers won’t be able to add Bluesky to their PPC strategy anytime soon.
Even if or when Bluesky does introduce advertising, it is likely to look different from the models used by other social media platforms.
Speaking to CNBC in November, COO Rose Wang stated that while the company is open to the idea of including ads on the platform, they don’t want it to be an “intrusive experience.”
If there are no ads, then how is Bluesky making money?
Bluesky is funded by investors and venture capital firms.
In November, Bluesky announced it was developing an optional subscription model. Subscriptions are rumored to provide users access to additional features, such as the ability to use a custom domain in their username and higher video upload limits.
Why ads on Bluesky would be a good thing
While there aren’t any opportunities to advertise on Bluesky, that doesn’t mean the time won’t come.
With a growing user base and increasing operational costs, Bluesky will likely to introduce some.
When that happens, here are some reasons why PPC advertisers might want to give it a try:
PPC advertisers are becoming increasingly frustrated with the developments – or lack thereof – on platforms like Meta and LinkedIn, which have long dominated the market.
The introduction of Bluesky to advertisers’ PPC strategy would allow them to try something new and potentially avoid the grievances and pitfalls they are experiencing on other advertising platforms.
Early adopters are likely to gain an advantage over competitors if they quickly embrace any potential advertising openings.
Opportunities to be the first business in your niche to advertise on a platform are rare, so advertisers could benefit from staking their claim early and cementing their presence.
Bluesky’s strong focus on privacy, moderation, and protection from misinformation could offer advertisers a more brand-safe advertising opportunity.
With recent reports of Google Ads placements appearing on illegal and compromising websites, PPC advertisers have increasing and legitimate concerns regarding where their ads are displayed.
If Bluesky introduces advertising, PPC advertisers should also consider potential drawbacks. These concerns include:
One of the biggest challenges in advertising on Bluesky stems from what makes it unique – its decentralized approach. While this is appealing and important for users, it may complicate advertising due to data and privacy restrictions.
Depending on the type of advertising model offered, PPC advertisers may need to rethink their targeting and messaging strategies, which could limit their efficiency.
Many Bluesky users have migrated from X, seeking a platform that values privacy over profit. As a result, Bluesky users are more likely to resist advertising, which could impact ad performance in terms of driving leads or sales.
Early adopters of new technology often face challenges such as technical bugs and unknown performance benchmarks. Not all businesses may be in a position to take on such risks if or when advertising reaches the Bluesky platform.
What should PPC advertisers be doing now?
In preparation for the likely launch of some form of advertising model on the platform, there are steps PPC advertisers can take now:
1. Claim your handle
Advertisers should secure the handle for their business or clients to ensure they have access to usernames that accurately represent their brand.
Above: A screenshot of the Search Engine Land account on Bluesky
2. Explore the platform
Advertisers should spend time navigating Bluesky to:
Understand its interface.
Identify the types of organic content that perform well.
Become familiar with the platform’s extensive moderation tools.
3. Build an organic presence
By posting content and engaging with the community, advertisers can build trust and recognition for their brand.
This proactive approach can help businesses connect with Bluesky’s user base – especially if the audience remains resistant to traditional ads.
What’s next?
PPC advertisers will need to hold off a little longer before adding Bluesky to their PPC strategy.
However, with the platform growing rapidly, some form of advertising model is likely to arrive within the next 18 months – and we’ll be sure to keep you updated.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/An-example-of-content-moderation-controls-available-for-Bluesky-users-47E460.png?fit=1600%2C706&ssl=17061600http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 13:00:002025-03-18 13:00:00Bluesky for PPC: What you need to know
When it comes to keyword research, SEO professionals often rely on expensive tools to find the right keywords.
However, Google Search Console (GSC) provides a completely free way to access insights straight from Google itself.
GSC is a powerful and often underused tool that shows exactly what is working on a site and where improvements can be made.
Unlike other keyword research tools that provide generic suggestions and estimated data, GSC delivers real-life search data based on actual searches leading to a website. It can often uncover interesting insights.
Here’s how to use GSC to find valuable keyword opportunities and improve rankings.
Why use Google Search Console for keyword research?
Google Search Console is a goldmine for keyword insights. Here’s why you should use it.
Free and requires no subscriptions: Many SEO tools require costly subscriptions, but GSC is completely free, making it accessible to businesses of all sizes.
Provides real keyword performance data: Most keyword research tools provide estimated search volumes, but GSC shows actual data on searches that lead users to your site, ensuring accuracy.
Helps identify keywords with high optimization potential: Analyzing existing keyword rankings allows you to optimize content and improve visibility with small tweaks.
Uncovers content gaps and new topic opportunities: GSC reveals queries that may not have been intentionally targeted but are already driving traffic, providing ideas for new content.
Tracks keyword performance over time: You can monitor how rankings fluctuate, which keywords are growing in importance, and how search behavior is evolving.
Helps understand search intent: By analyzing query data, you can refine content to better match user intent and increase engagement.
Provides device-specific insights: Performance can vary between desktop and mobile users, and GSC helps fine-tune SEO strategies accordingly.
GSC can also reveal irrelevant search terms bringing traffic to a site. Some queries may drive traffic that does not align with the intended audience, leading to vanity traffic that skews reports.
How to manage irrelevant search terms
Identify keywords bringing in non-relevant traffic that do not contribute to conversions or engagement.
Adjust on-page content and metadata to clarify the intent of the page.
Use negative keywords in paid search campaigns if these terms are also appearing in PPC reports.
Monitor engagement rates and session duration for traffic from these terms to assess engagement levels.
Example
If a bathroom renovation site ranks for “how to clean a kitchen splashback,” that traffic is unlikely to convert into meaningful engagement.
Identifying and minimizing such cases ensures that a site is optimized for relevant search terms.
Step 4: Track overall keyword performance
GSC provides detailed performance tracking without the need for a paid keyword tracking tool.
Key metrics to check
Total clicks: The number of visitors coming from search results.
Total impressions: The number of times a site appears in search results.
Click-through rate (CTR): The percentage of users who click after seeing a result.
Average position: The ranking in Google search results.
Branded vs. non-branded search terms: Understanding the balance between brand visibility and new audience acquisition.
Device-specific performance: Identifying whether certain keywords perform better on mobile vs. desktop.
Unlike most SEO tools that limit the number of keywords tracked, GSC offers unlimited data on how a site is performing.
For websites targeting multiple countries, understanding geographic search performance can help refine international SEO strategies and localize content for different markets.
How to use it
In Google Search Console, navigate to Performance > Search Results.
Click on the Countries tab to see a breakdown of traffic by region.
Identify which countries are driving the most organic traffic and how search trends vary between locations.
Google Search Console is a powerful and often overlooked tool for keyword research.
It provides real data directly from Google, showing exactly how a site is performing in search.
Use it to find quick-win keyword opportunities.
Identify new content ideas based on real user searches.
Eliminate vanity traffic that does not convert.
Track performance trends and adjust SEO strategies accordingly.
By using GSC effectively, you can uncover high-impact opportunities, refine strategies, and drive meaningful improvements in search performance – all without spending a penny on keyword research tools.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/03/How-to-use-Google-Search-Console-for-keyword-research-800x450-xz5rXw.png?fit=800%2C450&ssl=1450800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-18 12:00:002025-03-18 12:00:00How to use Google Search Console for keyword research
Traffic from generative AI surged to U.S. retail sites over the holiday season and that trend has continued into 2025, according to new Adobe data.
Between Nov. 1 and Dec. 31, traffic from generative AI sources increased by 1,300% compared to the year prior (up 1,950% YoY on Cyber Monday).
This trend continued beyond the holiday season, Adobe found. In February, traffic from generative AI sources increased by 1,200%compared to July 2024.
The percentages are high because generative AI tools are so new. ChatGPT debuted its research preview on Nov. 30. 2022. Generative AI traffic remains modest compared to other channels, such as paid search or email, but the growth is notable. It’s doubled every two months since September 2024.
By the numbers. Findings from Adobe’s survey of 5,000 U.S. consumers found AI generates more engaged traffic:
39% used generative AI for online shopping, with 53% planning to do so in 2025.
55% of respondents) use generative AI for conducting research.
47% use it for product recommendations.
43% use generative AI for seeking deals.
35% for getting gift ideas.
35% for finding unique products.
33% for creating shopping lists.
One of the most interesting findings from Adobe covers what happens once generative AI users land on a retail website. Compared to non-AI traffic sources (including paid search, affiliates and partners, email, organic search, social media), generative AI traffic shows:
More engagement: Adobe found 8% higher engagementas individuals linger on the site for longer.
More pages: Generative AI visitors browse 12% morepages per visit
Fewer bounces: They have a 23% lower bounce rate.
Yes, but. While engaged traffic is good, conversions are better.
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources.
However, the data shows that this has improved significantly since July 2024, which indicates growing comfort.
Generative AI for travel planning. In February 2025, traffic to U.S. travel, leisure and hospitality sites (including hotels) from generative AI sources increased by 1,700% compared to July 2024. In Adobe’s survey, 29% have used generative AI for travel-related tasks, with 84% saying it improved their experience.
The top use cases amongst AI users include:
General research, 54% of respondents.
Travel inspiration, 43%.
Local food recommendations, 43%.
Transportation planning, 41%.
Itinerary creation, 37%.
Budget management, 31%.
Packing assistance, 20%.
Once users land on a travel site, Adobe Analytics data shows a 45% lower bounce rate.
Gen AI for financial services research. In February 2025, traffic to U.S. banking sites from generative AI sources increased by 1,200% compared to July 2024.
Adobe’s survey of U.S. consumers found 27% have used generative AI for banking and financial needs. The top use cases include:
Recommendations for checking and savings accounts, 42%.
Asking for explainers on investment strategies and terminology, 40%.
Creating a personalized budget, 39%.
Understanding the tax implications of financial decisions, 35%.
Once generative AI traffic lands on a banking site, visitors spend 45% more time browsing (versus non-AI sources).
About the data. Adobe’s data comes from the company’s Adobe Analytics platform and is based on more than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of more than 5,000 U.S. respondents to understand how they use AI daily.
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Hello 2025! (Yeah, we know, time flies!) We’ve had some exciting plans in the works for
Search Central Live (SCL) Asia Pacific this year, and we’re super excited to let you in on what
we’ve been up to. We’ve been listening closely to your feedback, and we’re cooking up
something different than what we usually do–something bigger, deeper, and more tailored to
you!
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2021/12/web-design-creative-services.jpg?fit=1500%2C600&ssl=16001500http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-17 05:30:002025-03-17 05:30:00Get Ready for Search Central Live Asia Pacific 2025
With the robots.txt file, site owners
have a simple way to control which parts of a website are accessible by crawlers.
To help site owners further express how search engines and web
crawlers can use their pages, the web standards group came
up with robots meta tags in 1996, just a few months after meta tags
were proposed for HTML (and anecdotally, also before Google
was founded). Later, X-Robots-Tag HTTP response headers were added.
These instructions are sent together with a URL, so crawlers can only take them into account
if they’re not disallowed from crawling the URL through the robots.txt file. Together, they
form the Robots Exclusion Protocol (REP).
Start by diagnosing what’s working on your site and what isn’t.
Then, apply targeted fixes based on real data. Not hunches.
In this guide, I’m sharing my lessons and strategies from 10+ years in digital marketing.
Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights:
Leigh McKenzie from UnderFit (also head of SEO @ Backlinko)
Rishi Rawat from Frictionless Commerce
Anna Bolton from Conversion Copy Co.
Kurt Philip from Convertica
Let’s start by identifying the biggest roadblocks standing between you and more revenue.
Phase 1: Analyze and Diagnose Your Site’s Existing Issues
Every effective ecommerce website optimization strategy starts with a solid, data-driven diagnosis.
As economist W. Edwards Deming once said:
“Without data, you’re just another person with an opinion.”
Quantitative Research: Finding Patterns in the Numbers
Quantitative research focuses on analyzing data to identify trends and behaviors.
It helps you answer questions about your online store’s performance, such as:
Where are visitors dropping off in the funnel?
What are users actually doing on each page (scrolling, clicking)?
How does behavior differ across traffic segments (e.g., mobile vs. desktop, organic vs. paid)?
The good news:
There are many tools to help you with this analysis.
Google Analytics (GA4)
Google Analytics provides helpful insights into user behavior and website performance.
Including how visitors from different traffic sources behave.
For example, to uncover drop-off points during checkout:
Navigate to Reports > Monetization > Checkout journey.
This lets you examine the flow from checkout to purchase.
And analyze abandonment rates for each stage to identify potential bottlenecks.
For example, a high abandonment rate on the payment page might signal technical issues.
Or trust barriers, such as last-minute doubt about product quality.
Pro tip: There’s no universal definition of a high abandonment rate. It varies by industry, funnel, and goals. Compare it against your historical data to see if there’s a problem.
Hotjar
Hotjar, a heatmap and behavior analytics tool, is incredibly powerful for qualitative research (more on that soon).
It gives you a clear picture of how online shoppers interact with your site.
And lets you uncover friction points that frustrate users.
For example, click tracking reveals where visitors interact with your site.
And which elements get the most engagement.
Scroll heatmaps show you how far users make it down a page. And where they drop off.
And cool colors (like blue) signal lower engagement.
Move heatmaps track how shoppers move their mouse across the page.
This reveals areas of interest and hesitation.
Session replays let you watch real user recordings, showing exactly how visitors navigate your site.
Watch this in action below:
Semrush Site Audit
Semrush’s Site Audit tool uncovers technical issues that affect SEO and the user experience (UX).
For example, it flags crawl errors, which are usually caused by broken links or incorrect redirects.
These dead ends confuse users and make it harder for search engines to crawl your pages.
(And if Google struggles to crawl them, your ranking can take a hit.)
The tool also identifies slow-loading pages that frustrate visitors.
It can also identify code bloat (aka too much JavaScript or unused CSS) that makes pages sluggish.
This can cause delayed interactions that lower conversion rates.
Qualitative Research: Uncover the “Why” Behind the Data
Qualitative research helps you understand why customers behave the way they do.
Including their pain points, motivations, and desires.
It also helps you identify barriers to conversion, such as hesitations about buying.
And learn about other products your web visitors are considering.
Qualitative Research Methods
There are many data sources for qualitative insights.
And each one can reveal different issues and opportunities:
Research Method
What to Look For
Effort level
Recorded sales calls
Patterns in customer questions, objections, or recurring themes
Low
Live chat transcripts
Common pain points, frequently asked questions, or sources of confusion
Low
Customer reviews
Trends in positive and negative feedback. This includes specific phrases or words that highlight desires, frustrations, or expectations
Low
Online surveys
Customer sentiment toward brand messaging and tone and reasons for abandonment
Low to medium
Customer interviews
Insights into customer motivations, needs, anxieties, and desires in their own words
Medium to high
User testing sessions
Usability issues, unexpected user behaviors, or areas where users struggle to complete tasks
High
But you don’t need to go all-in on every qualitative method right off the bat.
Start with the data you already have.
Then, gradually level up as time and resources allow.
Turn Your Research Into Actionable Insights
You’ve got the research.
Now, you need a system to organize it.
As Anna Bolton, chief CRO and conversion copywriter of Conversion Copy Co., says:
The challenge isn’t just gathering research—it’s making sense of it. Whether you’re analyzing heatmaps, surveys, or reviews, you need to turn that data into meaningful insights. This starts with proper analysis to identify key patterns and trends. And then you need to understand that data in context—what it means for your business, audience, and goals. That’s what turns raw data into results.
So, what do you do?
Build a research repository to bring all your insights together in one place.
Think of it as a living database of findings and insights. This way, it’s easier for you to act on data.
But you don’t need anything fancy.
Start with a simple spreadsheet.
Include everything from customer research (interviews, surveys) to conversion rate optimization (CRO) results and survey data.
For example, Anna and I use a spreadsheet like the one below for one-off client projects.
For larger-scale projects, use UX research tools like Aurelius Lab and Dovetail.
These tools offer more advanced ways to store, categorize, and retrieve insights.
Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions
The ecommerce website optimization best practices we’re about to cover are designed to do one thing:
Improve the customer experience.
And when you do that, conversions naturally follow.
Side note: If you’re here for SEO tips, stick around. While I’m focusing on conversion rate optimization, CRO and SEO are becoming increasingly intertwined. Anything you do to make your site better for humans will also make Google happy.
As Leigh McKenzie, head of SEO at Backlinko and owner of UnderFit, says:
“Conversion rate optimization is becoming more and more an SEO responsibility. Google heavily rewards websites that deliver a positive user experience. It’s no longer about just bringing traffic. It’s also about what happens when people get there.”
Begin with the pages that offer the quickest wins, such as product and checkout pages.
This is what Rishi Rawat, product page optimization specialist at Frictionless Commerce, does.
I work exclusively on bestselling product pages because they have the highest impact. My goal is to turn first-time visitors into buyers. Since these pages already drive a big share of the store’s revenue, I don’t spread optimization efforts thin. Instead, I improve the sales pitch and sharpen the product story. And then I make what’s already working even more persuasive.
So, how do you identify your site’s high-impact pages?
These are the pages that attract visitors in the decision and action stages. Such as product pages or the cart page.
But you might also include other pages based on user behavior.
For example, optimize the product and cart pages if your site has high cart abandonment.
This ensures the product page sets the right expectations.
So, when shoppers get to checkout, they feel confident in their choice.
But, if your goal is to boost mobile sales, optimize the mobile experience first.
Want to maximize paid ads conversions? Make product landing pages a priority.
3. Make Navigation and Search Intuitive
Shoppers don’t always leave because they dislike your products.
Sometimes, they leave because they can’t find what they’re looking for.
That’s why navigation plays a big role in ecommerce website optimization.
If your navigation makes users rethink their next step, you’re already losing them.
For example, imagine you’re searching for dog crates on pet company Chewy’s website.
You sort the results by price.
But now, the first products you see are lock latch replacements and crate pans—not dog crates.
That’s a bad user experience.
And it might cost them the sale.
The solution?
Always test filters before launch to ensure they work as expected.
And design navigation to adapt to various browsing behaviors.
Make backtracking easy with breadcrumbs and a “Recently Viewed” section.
Plus, use AI to suggest relevant filters, related categories, and top products.
Navigation also impacts SEO.
As Leigh put it,
Good navigation isn’t just about getting users to a page. It’s about keeping them engaged in the shopping process. Shoppers want to see product variations, compare options, and refine their choices easily. When they do, they stay longer. And that’s what Google values. It favors sites where users engage rather than bounce back to search results. That’s why you want to optimize for getting people deeper into the experience.
Forcing people to create an account is an unnecessary barrier. You can just auto-generate one for them. Let them check out first, and then send them a confirmation email with their details. And a ‘Set Your Password’ option later. That way, the process stays frictionless, and they still get an account without effort.
But consider this:
Your job doesn’t stop when someone adds an item to the cart.
This is your chance to remove any last-minute hesitation and get the sale.
Ridge Wallet, an accessories manufacturer, does this well.
It displays social proof at the top of the checkout page by highlighting its “100K+ 5-star reviews.”
It also includes trust boosters like a risk-free trial and fast shipping.
Outdoor gear company Patagonia highlights its “Ironclad Guarantee” on the checkout page.
This reassures buyers that buying is risk-free.
And it also strengthens Patagonia’s credibility.
Clothing company Everlane also understands the power of timing.
It reminds shoppers of first-time buyer discounts at checkout to encourage them to take advantage of savings.
CRM data (buying history, abandoned carts): Powers retargeting campaigns and perfectly timed offers
Predictive insights: Uses AI to analyze patterns and predict needs
9. A/B Test to Learn. Not Just to Win.
At the heart of ecommerce website optimization is A/B testing.
But here’s the thing:
Your goal isn’t just about finding a “winning variation.”
It’s to learn more about the psychology of your buyers.
As Jonny Longden, chief growth officer at Speero, puts it:
When you run a test, whether it wins or loses is in some ways irrelevant because you can learn something from it. Some of the most successful tests that you will run happen as a result of a test that lost. When you chase winners, you ignore that fact.
For example, if a trust badge increases conversions, the real takeaway isn’t just that the badge works.
It’s that customers need more reassurance before they give you their credit card.
This insight goes beyond checkout.
It suggests that trust signals should be reinforced earlier in the buying journey. On product pages, in the cart, and even in post-purchase messaging.
Why?
If hesitation exists at checkout, it likely started long before.
One more thing.
A/B testing only works if you have enough traffic to reach statistical significance.
Kurt says your test page should receive at least 10,000 visits per month.
This gives you meaningful insights in a reasonable timeframe.
But traffic alone isn’t enough.
What matters is whether you can reach statistical significance. This ensures your results aren’t just due to chance.
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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Getting our SEO plugin up and running should be quick and stress-free. That is why we are introducing a simpler installation flow that takes just a few clicks. If you have ever felt confused about installing plugins, this new option is here to help you.
Click the install button and follow the on-screen prompts
Complete the setup, and you are all set
Because everything is more user-friendly, you will save time and avoid the usual guesswork. This improved flow is perfect for new users and anyone who does not feel comfortable around zip files or manual uploads.
Installation should be the easiest part of your SEO journey. Try it today by heading to the Yoast SEO Free page and trying the plugin. You will be optimizing your site in no time.
Get Yoast SEO today and join the 13+million websites using Yoast.
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