Different timeframes: Instead of simply 30-day website visitors, test 10-day, 60-day, 90-day, or 180-day audiences based on your industry and website traffic.
365-day audiences: Ideal for remarketing annual products or services, such as trips, holidays, or Black Friday deals, to previous customers.
Page-specific visitors: Retarget users who visited key pages, like pricing, by setting up “Page location” contains “your specific URL.”
Converted audiences: Target users for other products or exclude them from campaigns based on completed purchases or form submissions.
New visitors: Show ads only to new users, excluding repeat visitors.
Traffic sources: Use audiences from other platforms, like Facebook, Instagram, TikTok, YouTube, or large newsletter lists, by applying Templates > Acquisition > First user source, campaign, or medium.
Additional advanced options include:
Inactive users: Retarget users who haven’t been active for a set timeframe (e.g., 7 days), or delay ads until specific events, like a free trial expiration.
Session duration: Target users who spent significant time on your website (e.g., over 1 minute) to exclude low-interest audiences.
There are three primary campaign types for targeting remarketing audiences. Let’s explore best practices for setting them up and optimizing their performance.
1. Search remarketing
Setup best practices
You can target the same remarketing audiences you’ve set up in GA4, often called RLSA (remarketing lists for search ads).
To avoid overlap, separate your search remarketing campaigns from standard search campaigns that don’t target a remarketing audience.
The simplest approach is to create a search remarketing campaign using the same and/or different keywords while excluding that remarketing audience from your standard search campaigns.
In search remarketing, you can test broader keywords, including:
Broad match terms.
Review-related queries.
Competitor names.
Since these users have already visited your site, broader targeting carries less risk.
For ad creative, you can either reuse existing ads or test unique copy tailored to search remarketing.
Choose what performs best. If using unique ads, consider adding more selling points and testimonials. Also, test different landing pages, coupons, or special deals.
For bidding, test manual bidding, max conversions, or target CPA – especially if the campaign generates a high number of conversions.
Even with higher CPCs, maximizing conversions can be worthwhile, as these users are already familiar with your brand.
Optimizing search remarketing campaigns
Optimization follows the same principles as standard search campaigns:
Test different ad copy.
Adjust ad group variations.
Experiment with new keywords.
Pause underperforming ones.
Add negative keywords.
However, avoid directly mirroring changes from your standard search campaigns. What works there won’t necessarily work in search remarketing.
You can swap out audiences as needed, but otherwise, optimization remains similar to standard search.
Regular adjustments are essential. Don’t leave it on autopilot.
When targeting different remarketing audiences, use separate ad groups or campaigns.
Avoid grouping drastically different audiences together or expanding them with “optimized targeting.”
For ads, you can reuse copy from search or banner ads or test unique messaging specific to display remarketing. Choose what delivers the best results.
With remarketing banner ads, include your logo and branding to ensure immediate recognition. Even if users don’t click, the impressions still provide branding value.
For high-traffic websites, consider testing three separate remarketing campaigns:
Desktop-only.
Tablet-only.
Mobile-only.
Combining all devices in one campaign often results in mobile traffic consuming the most clicks and budget.
Instead of blocking mobile traffic entirely or reducing bids, testing a separate mobile campaign may be more effective. Mobile clicks – especially from in-app ads – are often accidental or irrelevant.
For bidding, test manual CPC to control volume and spend or use Maximize Conversions to stop showing ads to users who don’t convert quickly.
Brands with larger budgets aiming for long-term visibility may benefit from manual bidding to maximize touchpoints and reinforce brand presence.
Be cautious with Maximize Clicks bidding. This strategy may favor high-click placements, such as mobile games, where accidental clicks can waste budget.
Optimizing display remarketing campaigns
Optimization follows the same principles as standard display campaigns.
Regularly review placements – especially apps, games, celebrity gossip, quizzes, and entertainment sites – to prevent wasted spend on users who aren’t in the right mindset for your product or service.
If mobile traffic dominates the budget, consider blocking it or running separate device-targeted campaigns.
Continuously test ads to determine which ones drive the most conversions or relevant clicks.
If an ad underperforms with a remarketing audience, replace it.
Avoid leaving display remarketing campaigns on autopilot. Ongoing adjustments are key to maintaining effectiveness.
For remarketing, the simplest option is Video Views, which supports skippable in-stream ads, in-feed ads, and Shorts ads using CPV (cost per view) bidding.
This is the easiest way to retarget past website visitors or YouTube channel viewers.
For larger budgets, consider Video Efficient Reach, which allows CPM (cost per thousand impressions) bidding and supports unskippable ads.
Brands focused on reach may also use Non-Skippable Reach if that format aligns with their goals.
When setting up the campaign, consider disablingTV screen targeting unless you have a large brand and budget.
Most advertisers prefer engagement beyond just branding, so blocking TV placements can help allocate spend more effectively.
The Drive Conversions subtype for video campaigns is transitioning to Demand Gen in early 2025.
If you don’t want to expand into Gmail and Discovery ads, it’s best to focus on Video Views for remarketing.
Optimizing video remarketing campaigns
Video remarketing follows the same optimization principles as display remarketing and non-remarketing video campaigns.
Regularly review and block irrelevant placements, including:
Video placements.
YouTube channels.
Topics.
Apps.
Entertainment content.
Video ads often waste budget on kids’ videos, unrelated apps, or entertainment channels. Make sure to continuously block irrelevant placements
If mobile traffic dominates the budget with little to no results, consider blocking it to improve campaign efficiency.
Advanced remarketing strategies
For advanced users, enhance remarketing by layering audience targeting with relevant placements, topics, and keywords simultaneously.
This ensures your remarketing ads appear to past website visitors while they browse specific websites, YouTube channels, or content related to your targeted topics or keywords.
For example, if you offer retirement planning services, you can target previous website visitors while they visit financial or retirement-related websites or view relevant topics.
This strategy works for both display and video campaigns.
You can also handpick high-authority financial or retirement websites and layer them with your remarketing audience for more precise targeting.
It’s important to note that adding a remarketing audience to a Performance Max campaign is not true remarketing.
Performance Max uses remarketing audiences as a signal – a starting point to find similar users – rather than exclusively targeting past visitors.
It will expand beyond that audience based on Google’s machine learning.
By leveraging advanced remarketing and optimization techniques, you can achieve significantly better results than default remarketing strategies.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/02/How-to-maximize-your-Google-Ads-remarketing-campaigns-800x450-vI9ez8.png?fit=800%2C450&ssl=1450800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-02-03 14:20:352025-02-03 14:20:35How to maximize your Google Ads remarketing campaigns
Your prospects don’t want to buy SEO—they want to buy results.
I learned this the hard way.
After years of trial and error, I found a system. It consistently delivers what people want: more customers, revenue, and growth.
In fact, I’ve maintained a 75% close rate by focusing on one thing: demonstrating value before asking for the sale.
Think about it:
AI advancements. Nontraditional search results. Constant algorithm shifts.
SEO looks different every year. But these changes have made skilled SEOs more valuable than ever.
In this guide, you’ll learn my exact process for selling SEO services, backed by insights from industry veterans who’ve closed millions in SEO deals.
1. Prepare Your Sales Toolkit
As the saying goes, “Failing to prepare is preparing to fail.”
In other words, don’t wing it.
Sure, you can eventually throw stuff at the wall and see what sticks.
But if you want to successfully sell SEO services, you’ll need a few essentials.
Build Trust with Case Studies
Case studies are your bread and butter of selling.
They’re proof you know what you’re doing and an opportunity to show exactly what you can accomplish for your clients.
The key is to be specific.
You didn’t just increase demo requests.
You grew inbound leads by 40% with conversion-focused content marketing.
See the difference?
The more detail you provide, the easier it is for clients to envision these results for themselves.
And the likelier they are to trust you.
It’s especially helpful if you have a case study that addresses each client’s specific needs.
Kevin Indig, a growth advisor who has worked with companies like Nextdoor, Dropbox, Hims, and Reddit, believes there’s nothing more powerful than demonstrating real results.
Build out references and projects you can showcase. Very early on, it’s important to be able to show what the work for a client could look like at the hand of a live example.
If you’ve done it for someone else, you can do it for them, too.
Another perk?
Case studies are versatile.
Present them during client calls to get buy-in.
And highlight them on your site for prospects to read.
Pro tip: New to SEO? Exchange free or discounted SEO work for case studies and testimonials. For example, offer a free technical audit to a small business. Once they start seeing results, ask if you can document their success story.
Collect High-Impact Testimonials
Case studies are great.
But testimonials hit differently.
Why?
Because they come directly from your happy clients.
When clients explain the impact you’ve had on their business, it boosts your credibility with prospects.
So, let them be your ambassadors.
Follow these steps to collect testimonials:
Text or email clients a short feedback form
Ask them to share specific results (metrics help)
Keep it simple: “What was your biggest win from working with us?”
Offer to draft it for them (just get their approval)
Even better: Ask for a video testimonial.
If clients are willing to have their face and brand associated with your business, that’s a ringing endorsement.
It doesn’t get much better than that.
No matter how you collect the testimonial, what matters most is that it comes from a reputable person in the company.
Aim for a VP of marketing or founder for the most significant impact.
Pro tip: Place your best testimonials on high-traffic pages, such as pricing, services, and contact pages. Highlight them in post-discovery call emails and on social media to seal the deal.
Create a Lead Qualification System
Time is money.
Don’t waste it on unqualified leads.
Before you even have a first call with your prospects, ensure they fit your ideal client profile (ICP).
Make sure they:
Are the right type of company you want to work with
Are actually in need of your services
Aren’t looking to just sell you on something (it happens more often than you think)
Pro tip: Asking for project details is usually the best way to qualify a lead. It also helps you set expectations for your role and prepare for the initial discovery call. This way, you come to the meeting with a personalized approach that reflects what they actually need and explains how you can help.
So, how do you have a qualifying process before a prospect even reaches out to you?
Your contact form is your best friend here.
Add qualifying questions that will tell you from the get-go if this lead has potential.
Here’s what your contact form should ask:
Budget range
Services they need
Project details
How they found you
In my experience, the responses will tell you whether they’re a legitimate lead 95% of the time.
Once you control a niche, whether B2B SaaS, home care, or legal SEO, it will be much easier to grow from there.
I learned that the hard way when I first started posting on LinkedIn.
My niche and SEO posts were too broad.
The posts helped grow my followers quickly but not my revenue.
The majority of my followers were SEOs, not my actual ideal client profile.
So, I wasn’t generating leads.
That changed pretty quickly after I nailed down my niche.
After focusing my posts on B2B SaaS to help target my ICP—marketing VPs—I saw better results.
Instead of competing with every SEO agency out there, I have an easier time being seen by my ICP.
Plus, they know my services are designed specifically for them.
Another important decision will be how you want to structure your services.
Kevin recommends creating a clear distinction between freelancer and consultant work.
You need to know very clearly whether you want to do the work (freelancer) or guide/advise (advisor). Early on, I did a lot of the leg work because that’s where I felt most comfortable, but that didn’t match the advisor prices I charged and wasn’t what I actually wanted to do.
So, it’s important to know what work you want to do and where you can provide the biggest impact. If you want to advise, don’t agree to do any busy work. Focus on the strategy.
You’ll likely have to learn your preferences by trial and error at first.
But don’t be afraid to adjust if you have to.
Choose Your Pricing Model
Like your services, you’ll want to have your pricing figured out upfront, too.
This works well for a few reasons:
You understand your worth before going into a client call
You can use it to qualify leads before they reach out
Clients pay a fixed monthly fee for ongoing SEO work. You commit to a set number of hours each month.
Next, there’s package pricing.
This is what I use. Clients can choose from different packages that best suit their needs for SEO.
Here’s how I structure it:
SEO audit: $1,500
SEO consulting: $2,000
Fractional SEO: $3,500
Full management SEO: $6,000
Your third option is value-based pricing.
It’s riskier but can pay off big. You set goal targets with clients and get bonus compensation when you hit them.
Finally, there’s hourly pricing.
You bill based on actual time spent on SEO tasks. This is great for one-off projects.
Pro tip: Price your services based on value. Low rates might seem like a path to more clients, but they can attract lower-quality clients. My highest-paying clients are always my best clients—they pay on time, are pleasant to work with, and trust my expertise.
Keep in mind that every model is dependent on what works for you.
I’m personally a big fan of package pricing.
But that’s because I want my work to prioritize value over output.
Successful SEO sales require a reliable lead-generation system.
Here’s how I use both inbound and outbound marketing to build a steady stream of qualified prospects.
Inbound Prospects
Inbound marketing is the process of creating valuable content that attracts potential customers to your site when they’re actively looking for solutions.
This is the channel I’m most familiar with.
And the one that provides the most long-term value.
With inbound, you can build a long-term community that’s invested in your brand and create a stronger pipeline for leads at a much lower acquisition cost.
So, how do you find high-quality leads? It depends on your services and industry.
Personally, I’ve found the most success with:
SEO: Targeting high-intent searches coming directly from my audience
Reddit: Answering questions on subreddits where my ICP is
YouTube: Creating videos that help my audience overcome industry challenges. Works great for repurposing content, too.
Email marketing: Nurturing my email audience by sending them highly valuable content directly to their inbox
LinkedIn: Posting thought leadership content that establishes me as an expert within my field
As you can see, organic search and social are among my top traffic sources:
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When you’re starting out, I recommend playing around with each channel.
Once you find the channel that works, double down on it.
Pro tip: Don’t stretch yourself too thin. If you’re solo, it’s better to comfortably handle one or two channels than struggle with five. The goal is to build a community interested in your brand through quality content—not spam your audience.
Outbound Prospects
Outbound marketing is when you reach out to prospects through various methods rather than waiting for them to find you.
While I’m pro inbound marketing, it can be inconsistent.
Outbound can make up for that.
There are a few different ways you can target outbound prospects.
For example, I use a template similar to this to reach out to potential prospects through email:
Hi [Name],I noticed [company name]‘s content showing up for [specific keyword] but ranking on page 2. Looking at your competitors [(Competitor 1)] and [(Competitor 2)], there’s a clear opportunity to capture more organic traffic with some technical improvements.
I’ve helped other [industry] companies like [reference company] improve their search visibility and recently published a case study breaking down the exact process we used to increase their organic traffic by [X]%.
Would you be interested in seeing the case study? It includes specific tactics you could implement, whether you work with us or not.
Either way, I’ve also spotted a few quick SEO wins for your site that I’m happy to share.
Best, [Your name]
You can also use LinkedIn for outreach, but don’t expect to take the same approach as email.
Focus on social selling.
Interact with your ICP and find something in common with them.
Then, reach out to them.
Don’t treat them as just another automated message.
Focus on building an actual relationship with them.
Then, once the time is right, see if they’d be open to a coffee chat.
Ask if they’re facing any challenges with SEO and offer advice on how to help.
Chances are, they might just be willing to delegate that to you, anyway.
But when you’re deciding which marketing channels to use, I recommend this approach:
Pro tip: Blend one outbound channel with one inbound. Outbound brings quick wins, while inbound builds long-term success. Together, they offer a balance of quick wins and sustainable growth for long-term success.
3. Offer Strategy Calls
This step is often called a “discovery call.”
But I recommend using strategy call instead.
Why?
Well, you want to demonstrate perceived value before prospects even contact you—an additional incentive for them to take that next step.
And “strategy” implies they’ll get something tangible out of this call.
For example, point out issues they can fix right after the call. It’s an easy way to show you’re invested in them and have done your research.
Use this call to discuss your services and offer a glimpse into what working with you looks like to see the best conversion rates.
Learn More About Your Prospect
Use the first call strictly as a way to understand the company and what’s currently going on with its marketing efforts.
I even recommend using a questionnaire to help you run through the call.
I usually ask these questions to help prepare myself for the SEO audit in the next step.
But prospects also appreciate that you seem invested in their company.
You’re obviously not just pitching yourself and are actively looking to learn more about them—something that’s often rare during the discovery phase.
Focus on Early Wins
Here’s a persuasive tactic: Give prospects actionable tips during the call.
Point out easy fixes they’ve missed to highlight your expertise and prove your worth.
For example:
“I noticed your product pages aren’t targeting money keywords. Here’s a quick fix that could boost your traffic…”
Or
“I researched some easy keywords you’d be able to rank for quickly. This includes…”
This gives prospects a reason to develop early trust with you.
This is something my friend Jacob Statler, founder of Stat Digital, highly recommends doing:
Show your prospects how you can get them quick wins that tie back to revenue. If possible, get them a win before working together during the sales process.
SEOs often give away high-level audits that they auto-generated with a tool, but these are usually not very actionable. I like to create mini-action plans of easy-to-implement opportunities. This builds trust and shows competency.
And if that quick win translates to results, all the better for you.
Highlight What Their Competitors Are Doing
This is such an underrated strategy.
If you think I’m joking, try it out for yourself.
I’ve been stumped before getting clients to commit to something.
But the moment I mention a direct competitor doing something they aren’t, they get tunnel vision.
This includes:
Their competitors’ top traffic channels
Articles their competitors have that they don’t
Articles their competitors created against them (this is my go-to if a client is ever opposed to creating alternative or category content)
It’s almost an immediate way to motivate your prospects, especially if you’re facing early resistance to a tactic you’re recommending.
Pro tip: Always lock in the audit with a hard date. Leaving the audit timeline open is a deal-killer. I schedule the audit presentation right after the discovery call. Vague follow-ups kill momentum.
Position the Audit as a Roadmap, Not a Selling Technique
Audits are my secret sauce for selling SEO services.
Why do they work so well?
I go above and beyond. While others send automated reports, I tailor each audit to my client.
This means I:
Never use a template; I always start fresh
Look at their product/offering/industry/ICP to put together my recommendations
Focus on specific tactics that drive value and have an expected outcome
I’ve found it not only gets additional buy-in but also keeps leads moving through the pipeline.
Once prospects see the issues affecting their site, they’re way more motivated to get started with services.
But this isn’t a selling technique.
If clients see the audit as a pitch, then you’re just another company pitching them.
When you position your audit as a roadmap, it’s much easier to present a legitimate vision for the client.
Ben Goodey, founder of the SEO growth agency Spicy Margarita, agrees that leading with value is essential.
My top advice for those looking to sell SEO? Know your audience doesn’t want to buy SEO. They’re business owners or team leaders who want to buy results—that is what you should focus on selling.
In my experience closing clients, the more freely you share your “how,” the more trust and enthusiasm you build with a client. So, share your tactics openly—people are typically willing to take a risk working with you if you’re an expert.
The idea is that the audit should be so helpful prospects can take the information and use it on their own.
“But why would you do that?”
Sure, it sounds like it wouldn’t make sense. But think about most companies that lack internal marketing teams.
Most of the time, they don’t want to handle marketing and SEO themselves.
They would rather outsource it to another team.
So, even though they COULD take the audit and run, chances are they’d rather have someone else manage it anyway.
Plus, if they do decide to move forward, it shows their level of trust in what you’re proposing.
Which is a great sign for longer-term engagements.
If you didn’t schedule the audit at the end of your strategy call, use this template to follow up by email:
Subject: Next Steps – [Company Name] SEO Strategy
Hi [Name],
Thank you for taking the time to discuss [Company Name]‘s SEO goals today. I wanted to follow up with a quick summary of what we covered and outline our next steps.
Your main goal: [specific goal mentioned in call]
Current challenges: [1-2 key challenges mentioned]
Priority areas: [2-3 areas of focus]
During our call, I noticed [specific quick win mentioned during call]. You can implement this immediately by [brief actionable step].
Next, I’ll prepare a comprehensive SEO audit for your site. Are you available to review the findings on [scheduled date/time]?
In the meantime, please do not hesitate to reach out if you have any questions.
Best,
[Your name]
Build a Reliable Stack for Conducting Your Audits
I keep my tech stack pretty consistent for most audits.
The ones I find helpful and recommend using are:
Google Search Console: Find crawling/indexing issues, quick SEO wins, and potential content topics
Screaming Frog: Uncover large-scale technical issues like missing canonicals or JavaScript issues
Google Analytics 4: Extremely useful if a client has set up conversion tracking. See what pages have previously driven conversions and how you can double down on that.
Semrush site auditing features: Identify housekeeping items to take care of, such as orphan pages, broken links, and redirect chains
Focus on Value, Value, Value
When you’re delivering the audit, focus on value.
And I don’t mean to just stuff it with data and overwhelm the client.
Remember: This is also for you, not just the client.
I find it helpful to start with an overall strategy, like how I’ll increase revenue by X% through SEO.
Then, I recommend SEO tactics that will help the client achieve the goal.
But this isn’t the time to be vague—I show exactly how I’ll hit that number.
When you start with a goal, the client has an easier time understanding what you’re recommending and why.
So, let’s say the goal for a B2B SaaS company is to increase demos and freemium signups through SEO.
A content roadmap based on topics that would drive leads
Side note: There will be times when clients still choose not to work with you despite all your work—and that’s okay. As long as your overall close rate increases, that’s all that matters.
5. Send a Proposal or SOW
Now comes the easiest part.
Sending out the SEO proposal or statement of work (SOW).
If you ran your audit properly and the client showed interest in what you had to say, the proposal should be a piece of cake.
Still, there are a few things to keep in mind during this step of the process.
Include Audit Findings
For the beginning of the proposal, include findings from the audit.
It doesn’t have to be anything fancy.
I usually use:
Google Docs for the template
Canva for custom graphics
Data screenshots if I have access to GA4 and GSC
Google Sheets if forecasting is involved
You’ll want to touch on the recommended priority tactics and how you’ll approach them.
You can also include a monthly timetable to visualize how you would structure each month of the engagement.
For me, it usually looks like this:
Month 1: Start with conversion rate optimization, technical SEO, optimizing your product pages, going after quick wins, and taking care of any on-page housekeeping
Month 2: Continue going after quick wins, start building out BoFu content
Month 3: Continue creating BoFu content, creating link assets, and backlink opportunities
Month 4-6: Build out a solid profile of MoFu content, continue going after quick wins
Help your clients understand how you’ll approach each month for the engagement.
This way, they’ll have a better reference point for understanding what you’ll be working on.
The success behind selling SEO comes from value, trust, and transparency.
Don’t neglect any of them.
Highlight Your Goals/Strategy/KPIs
This will be similar to what you did for the audit but in more detail.
First, lay them out as a goals section.
Then, explain specifically how you’re going to work towards those goals.
Here’s an example of what this looks like on my proposals:
Now, let’s break this process down.
First, I summarize each goal:
“Goal #1: Increase the quantity and quality of demo requests and signups coming from SEO.”
Then, I add more detail to show I understand what success looks like:
“The main goal of this engagement will be to increase the quantity and quality of leads from SEO (and other channels). We’ll want to establish a benchmark for demo requests/signups and then measure that against the performance of the engagement.”
Finally, I outline my action plan:
“To do this, I’ll help your team focus on sales enablement content that can help convince users to take that next step. This will also involve building out bottom-of-funnel traffic that can bring in qualified users who are in the market for your type of product.”
I also include a section that discusses the main opportunity behind the project.
What’s the ultimate value that’s going to come out of this engagement?
I’ll often structure it similarly to the goals listed above.
But it’s usually a more general overview of the project as a whole.
I generally save specific KPIs for the actual onboarding meeting (once they’ve signed the proposal), but I’ll usually have a section in the proposal that looks like this:
So, there are no specific percentages tied to those KPIs, just what we’ll be prioritizing.
Detail Contract Terms (Make Them Fair to the Prospect)
Ahh, the contract terms.
The fun part.
I highly recommend working with a lawyer on this one.
Your contract terms will be pretty consistent across most proposals, but they should be fair to you and the prospect.
The lawyer can help you put terms in place that safeguard you and your business during any engagement.
As for the actual general terms, I recommend including:
The hard start date so both parties can prepare appropriately
The length of the engagement so clients know how much to budget for
The pricing terms and dates
If the contract is rolling, month to month, or a fixed date project
The flexibility of the contract, meaning if clients are locked in or able to cancel at any time
Once you have that set, all you need now is a signature.
Then, you’re basically ready to get started with your client.
Bonus Tips to Keep in Mind When Selling SEO Services
Are you tired of hearing me talk yet?
I hope not.
I have some bonus tips that will help you refine your selling approach and close more leads.
Master the Follow-Up
My personal motto is simple:
Keep following up until you get a response.
Why?
Most leads won’t respond on the first try. Or the second. Or even the third.
So, reach out to prospects once a week to see where they are in the process.
This is where your CRM becomes your best friend.
It helps you:
Track when you last reached out
Set follow-up reminders
Note any previous interactions
Monitor prospect engagement
But here’s the catch:
This aggressive follow-up strategy works best with warm prospects.
Cold prospects? Not so much.
I won’t tell you to annoy your prospects.
But don’t be shy, either.
Use Traditional Sales Psychology
I can’t believe I’m saying this, but I’m extremely grateful for that Sales 101 class I took in college.
I might’ve treated it as a joke in college, but that class has helped me drive thousands in monthly recurring revenue (MRR) just by using traditional sales techniques.
Don’t get me wrong, I’m not a schmoozer by any means whatsoever.
But psychologist Robert Cialdini’s principles of persuasion work extremely well throughout this entire process:
Reciprocity
People feel compelled to return favors, which is why free audits work so well.
When someone gives us something, we instinctively want to reciprocate.
Not in a manipulative way but as a natural response to receiving something valuable.
This subtle tactic can help you turn prospects into clients.
Social Proof
Your reputation is one of your greatest sales tools.
People want reassurance that they’re making the right choice—especially for something as important as SEO.
You can pitch yourself all you want, but if you don’t have any proof of results, why should they believe you?
The more people who vouch for you, the more people will trust you.
This could be:
Case studies
Brands you’ve worked with
Testimonials
Whatever it is, let your existing/previous clients be your most vocal supporters.
Authority
Establishing authority is huge for building trust.
When people see you as an authority in your field, they’re more likely to trust what you have to say.
As a solo consultant, I’m not interested in scaling to take on unlimited client profiles.
I want a small batch of handpicked SEO clients who are invested in working with me.
Usually, this comes out to five to 10 monthly clients based on the scope of services.
If I stretch myself too thin, I can’t give every client the attention they deserve.
So, if I have multiple prospects who are interested in that last position, my availability becomes scarce.
And as my scarcity increases, pricing can follow.
That’s not to say you should have leads fight over that last spot.
But it is something to mention to your prospects, as it can make you seem like a more desirable candidate.
Keep Leads Interested
While each hard-set date will help keep prospects interested, they can still get distracted.
Other agencies may poach them, they can get pulled in new directions, or their schedule may become too tight.
Even the slightest hesitation can derail your efforts.
So, beyond moving them throughout the sales process, you can keep them interested in a few ways.
Post Client Wins on LinkedIn
Case studies work.
We know this.
But it’s another thing to put it out there for everyone to see–especially when you can use it as an opportunity to explain that case study in detail.
It also makes you way more desirable, so it might even trigger FOMO for them if they feel like others might reach out to you because of that case study.
Even from one case study post, I had three to four qualified leads reach out.
Provide a Reference from a Previous Client
This shows a huge amount of transparency that is surprisingly rare.
Even before they ask, offer them a client referral from a similar industry.
Focus on the Relationship, Not the Sale
People buy from individuals they trust, not just from salespeople.
Especially in the early stages, when a prospect can easily move on to another offering, you can keep yourself memorable by focusing on developing a relationship.
Be likable.
Be funny.
Be authentic.
Be personal.
Go beyond just being seen as an SEO provider.
Treat every prospect as an opportunity to develop valuable relationships, not generate sales.
And even if the lead falls through, that relationship still has value.
It can lead to future opportunities like a referral or a personal connection request.
Even if that lead doesn’t work out, it’s still an opportunity to expand your network for future opportunities.
Sell SEO Services Like a Pro
Selling in SEO is just a matter of delivering early value to your prospect.
I’m not even a salesperson.
I’m just an SEO who had to force myself to learn sales.
And honestly, if I can do it, you can do it, too.
Learn how to translate the value of your work into a language your prospects understand.
Now that you know how to sell SEO services, you can start landing clients more consistently.
But first, make sure you have the right tools to deliver the results your clients deserve.
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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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In an era where efficiency is key, many businesses question the time and resources spent on technical SEO audits.
However, cutting corners in this critical area can lead to incomplete insights and missed opportunities.
Let’s dive into why technical SEO deserves a firm investment in both human effort and time, starting with the often-overlooked challenge of crawl time.
Crawl time: The primary hindrance
Reducing human resource time in your SEO or digital marketing department by cutting technical SEO may be unwise.
Why?
The primary factor behind the time taken for audits is crawl time.
With today’s complex web architectures, this is inevitable.
Ecommerce websites, in particular, have rapidly expanding footprints with countless product and blog pages.
Each product often includes multiple images, increasing the number of on-site addresses exponentially.
Employers and clients frequently ask:
“Why do these audits take so long? Can’t you just focus on the top issues and save time?”
The answer is both “yes” and “no.”
While focusing on top issues can slightly reduce the time spent on commentary and data visualization, most of the time taken in technical SEO audits is crawl time.
The impact on overall audit accuracy remains negligible because the crawl itself – rather than data analysis – dominates the timeline.
While some argue crawl time is machine time and should not affect human effort, this is only partially true.
Platforms like Semrush or Ahrefs can streamline crawling if properly set up, monitored, and funded to handle all web properties continuously.
However, exporting, pivoting, and analyzing data still require significant manual effort.
Technical SEO experts can rarely rely on platform-generated reports without further refinement.
For instance, most SEO crawlers struggle with identifying true duplicate content.
Often, what is flagged as duplicate turns out to be parameter URLs, which Google ignores for indexing.
Similarly, failed canonical tag implementations can falsely appear as duplicate content.
Using tools like Screaming Frog adds another layer of complexity.
While highly cost-effective and powerful, it outputs raw spreadsheets requiring manual analysis. Its issues tab is rarely accurate without further data filtering.
As a client-side tool, Screaming Frog also requires the user’s machine to remain active during crawls.
If employees are using personal machines, they may be reluctant to leave them running overnight without proper compensation.
Additionally, the tool does not automatically adjust crawl rates, necessitating human supervision to avoid unintentional DDoS-like behavior.
While crawl time is primarily machine-driven, human oversight and intervention are often required.
Assuming that reducing crawl time will significantly shorten technical SEO audits can lead to inaccurate results and neglected insights.
HTML tag mutuality, particularly with hreflang tags, demonstrates why reducing crawl time is inadvisable if you want accurate technical SEO insights.
As SEO has evolved, mutually dependent HTML tags, like hreflang tags, have become increasingly common.
Hreflang tags define relationships between pages in different languages and must always be reciprocal.
If one page links to another with a hreflang tag, but the destination URL does not return the same tag, the relationship is invalid and ignored by Google.
Even non-mutual tags, such as canonical tags, often reference external addresses that also need to be crawled.
Crawling only one section of a site (e.g., one language variant) leaves you unable to verify whether hreflang tags point back as required.
This can result in unflagged errors that are critical for site performance but remain undetected due to partial crawl data.
Similarly, canonical tags, though not requiring mutuality, can also pose challenges.
If a canonical tag points to a page outside your crawl sample, you cannot confirm whether it references a valid address.
Here is a diagram of how canonical tags and hreflang tags should interface:
The diagram above is an updated and more detailed version of a simpler one I’ve used for years. It was originally published on BSS Commerce in 2019. You can find the earlier version here.
These issues illustrate how incomplete crawl data can hinder a thorough technical SEO audit.
Partial data forces you to rely on assumptions rather than concrete evidence, making it unwise to reduce crawl time to expedite audits.
Producing accurate crawl data has required significant effort since the early days of the web, long before HTML tag mutuality became common.
Pages have always linked to others using the <A> tag.
If your crawl sample includes links pointing to addresses outside of it, you cannot verify whether those links function correctly without crawling the destination pages.
Some cloud crawling platforms address this by checking the status codes of external or redirected pages without analyzing their full HTML.
While this can help in certain cases, it often defers deeper issues that remain unexamined.
There is no substitute for investing the necessary time in technical SEO.
While incomplete crawl samples or unattended crawls might seem like a way to reduce audit production time, they often create more issues than they solve.
Cutting corners can lead to overlooked problems, so it’s crucial to give your audits – and the experts conducting them – the time they require.
This doesn’t even account for the manual checks SEO professionals perform in addition to crawling, data handling, formatting, and analysis.
These combined efforts make it clear that the time spent on technical SEO is justified.
Avoid excessive pruning or shortcuts in this discipline.
If you must work with partial crawl data, ensure at least 70% crawl completion – 50% at an absolute minimum.
Anything less risks compromising the accuracy of your audit.
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1. Failing to secure the ‘right’ buy-in for SEO initiatives
When you get buy-in from the rightpeople in your organization, you can rest assured the SEO program will have more resources and prioritization.
This is not just about the CMO seeing the value in SEO, either. SEO must be seen as a strategic business initiative all the way to the top.
Case in point: An enterprise client of my SEO agency knew that their SEO program would only be successful if every department with a stake in the website’s success were on board.
The company chairman called a meeting to discuss the value of SEO.
This is not common but was necessary for this project. Every key team got behind the SEO program, and the company experienced massive results.
So, what are some of the common challenges when securing buy-in? One of the biggest is a lack of understanding of SEO’s value.
The C-suite is working hard on their own initiatives and areas of expertise. They may not fully grasp how SEO contributes to business growth and revenue.
This is where you come in.
Show them the data, like how people are searching for the things your organization provides.
Explain to them how SEO supports the customer journey in many different ways.
Demonstrate how SEO can support company goals.
Illustrate how SEO drives revenue and its long-term ROI compared to initiatives like digital advertising.
Address common misconceptions about SEO as a non-essential or supplementary activity.
Pilot a small project or address the “quick wins” and give tangible results.
Propose an SEO plan that can be executed with current resources, but that could be scaled later.
Assign an SEO champion within each department to advocate for best practices and drive implementation across teams.
Having SEO conversations can be an eye-opener for leadership. And it may be just the thing they need to take notice of SEO as an essential marketing program.
Once you get buy-in from the right groups, you can break down those business silos that can slow progress in an enterprise organization.
3. Ineffective hiring and onboarding of an SEO agency
When companies are ready to partner with SEO agencies, they must hire and onboard effectively for the best chance at a productive partnership.
Missteps here can lead to misaligned goals, wasted resources and subpar performance. So what to do?
When hiring an SEO agency, be sure to:
Properly vet the agency.
Evaluate the agency’s company ethics and level of expertise.
Figure out if the services offered are actually what you require to succeed.
Make sure the agency’s processes mesh well with your company culture.
Watch out for any red flags that signal a poor-quality agency.
The onboarding process is just as important as the hiring process. Here are some important things to consider as you forge a new partnership with an SEO agency:
Make sure they know your business: Share detailed insights into your company’s history, products, services and market positioning.
Define roles and responsibilities: Clearly outline the tasks and expectations for both your team and the agency.
Establish regular communication channels: Set up consistent meetings and reporting to keep things aligned.
Set realistic expectations: Agree on achievable timelines and outcomes.
4. Overlooking the value of maintaining high-quality content
Enterprise companies usually need volumes of content for their SEO programs to compete in the search results.
With the sometimes overwhelming amount of content needed, it can be easy to lose sight of quality while trying to hit targets.
With multiple teams and departments contributing content, enterprises also struggle with inconsistency in quality, tone and SEO best practices.
Here are some tips for high-quality enterprise SEO content:
Establish centralized guidelines and quality control
Managing content at the enterprise level requires consistency and collaboration:
Create a centralized content quality framework for all departments. Include standards for tone, formatting, SEO best practices and E-E-A-T.
Provide cross-departmental training to establish a baseline understanding of SEO principles for all contributors.
Consider a dedicated quality control person in each department to review and approve all content before publication.
Prioritize search intent
Focus on creating content that addresses the needs of your target audience first. Decide how you will maintain this quality while scaling content as needed.
Meeting search intent will result in higher engagement and better rankings than producing high volumes of generic content.
Use tools to monitor and optimize performance
Use analytics to measure content performance and identify gaps. Regularly refresh top-performing, outdated or underperforming content to maintain relevance and effectiveness.
While AI tools can be valuable for scaling production, human oversight is key.
Have a system in place to uphold quality when using AI-generated content. Make sure it meets your brand’s standards and complies with Google’s quality guidelines.
Enterprise websites can be massive, creating unique challenges for technical SEO. Unfortunately, these challenges compound at scale.
Even the best SEO strategies can fail if technical SEO isn’t handled well.
But technical SEO at the enterprise level isn’t just about fixing bugs; it’s about creating sustainable processes.
Prioritize processes and cross-departmental responsibilities
Enterprise websites need workflows for technical SEO issues. Start by creating clear systems that outline how to identify, prioritiz, and resolve issues.
Assign ownership to specific teams, such as IT or web development, to ensure a quick response when challenges arise.
Finally, educate teams about the importance of technical SEO and their responsibilities.
For example, content creators should structure new pages with proper tags and metadata, while developers should ensure site changes are vetted for SEO implications.
When all departments work together, technical SEO becomes a seamless part of the workflow.
Use automation and tools to manage complexity
With massive websites and multiple teams, automation and tools are helpful for enterprise SEO.
Here are some tips:
Centralize and align your toolset: As much as possible, streamline your SEO tools into a unified system that integrates with the platforms you use.
Focus on scalable tools: Invest in tools that can grow with your website’s needs.
Automate the repetition: Use automation for predictable, time-intensive technical SEO tasks.
Monitor, refine, repeat: Regularly audit tool performance and workflows to ensure tools are aligned with your SEO goals as they evolve.
Plan for long-term maintenance
As your website grows, so will its technical challenges. A proactive approach will sustain SEO performance:
Schedule technical audits before major initiatives.
Stay ahead of the curve by aligning site initiatives with emerging search engine changes.
Make sure SEO is built into any major update to a website.
Avoiding common SEO mistakes is the path to enterprise success
Success at the enterprise level is defined by adopting the right mindset and workflows. This means creating a culture that prioritizes SEO as a strategic initiative and embedding it into every department that has a stake in the website.
With a clear vision, a commitment to improvements and the right processes, your enterprise can stand out in the search results and achieve sustained search growth.
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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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As a reminder, here’s a screenshot of HubSpot’s organic traffic drop, based on Semrush data:
Among the endless reactions and perspectives, two former HubSpot employees shared five good reminders about SEO strategy.
1. SEO takes time
Pruning content and focusing on E-E-A-T were among the many obvious remedies SEOs pointed out following the news of HubSpot’s apparent organic traffic decline.
Well, these aren’t simple tweaks for a brand the size of HubSpot. They’re massive undertakings, according to this LinkedIn post by Bianca Anderson, HubSpot’s former SEO strategist (who is now manager, organic growth for hims and hers):
“When HubSpot began optimizing for EEAT, it required overhauling processes in a way that significantly slowed the output of net-new content AND optimizations. Additionally, pruning a blog at HubSpot’s scale, with thousands of articles, is no small task and takes extensive effort to execute effectively (and SMARTLY).
“…fixing this kind of thing isn’t an overnight process. It’s not as simple as mass redirects. This type of work can take YEARS to properly execute.”
This may feel like an obvious observation for many of you reading, but Anderson made an important point about how volatile Google’s algorithm has been lately:
“Algorithm updates over the past two years have been unprecedented in their volatility (I know we all know this, but just want to emphasize) — it’s been an onslaught. Major brands like HubSpot and WordStream, are feeling these changes deeply.”
3. There is no shared definition of ‘content quality’
Google is not the sole arbiter of quality, according to this LinkedIn post by Braden Becker, former principal growth marketing manager at HubSpot (who is now the global SEO lead for Faire):
“I believe their quality standards are vastly more sophisticated than they were when I was working on the HubSpot Blog, and the company is surely paying a little for that. But just because Google makes a grand decision on a big website doesn’t mean the victim objectively deserved it.”
Becker highlighted another key point about quality:
“There’s a difference between ‘quality’ and ‘the most helpful answer’ to a given search term. I think Google consistently focuses on the latter, despite not always being clear about that.”
“You try to do what’s right for the business at the time. What worked, we kept doing. And what didn’t work, we stopped doing.”
Anderson added:
“From what I’ve seen, TOFU (top-of-funnel) non-ICP (Ideal Customer Profile) targeting content seems to be the most impacted. Is this partly the result of a wide-scale strategic de-prioritization? Maybe. I don’t know.
“What I do know is this: HubSpot has been actively working on this long before these traffic declines became more publicly known.”
Traffic and revenue are not the same thing, as Anderson pointed out:
“Traffic is cool, but it should rarely be a leading metric of success (especially now). Conversions or other core KPIs that drive business matter far more.”
Bottom line. Peter Rota, senior technical SEO manager, HUB International, made several great points in this LinkedIn post. Of note:
We can only see a portion of what happened – we don’t have Google Analytics or Google Search Console data.
We don’t know how many of these keywords brought meaningful visitors.
We don’t know whether any of this lost traffic impacted their sales/revenue. We might get more insight Feb. 12 – that’s the date when HubSpot is expected to release its Q4 results.
Rota added:
“In SEO, you can literally do everything right, and one day, Google could be like know what, we’re changing things. No site is truly ‘white hat,’ and everyone thinks they’re doing amazing SEO until you get hit.
“We all have access to the same public data, but the reality is that the SEOs who are working/ worked at HubSpot only know the true story of what happened.
“So, stop giving advice, stop thinking you know better. They literally wrote the book on inbound marketing and have taught many of us SEO or we’ve learned something from them.”
Want more buyers and sellers from Google without relying on Zillow or Redfin?
Or more leads for listings that support your cold-calling and door-knocking efforts?
Then, become skilled at real estate SEO.
SEO is about ranking your site in search engine results pages (SERPs). This will attract qualified buyers and sellers to your agency.
Just look at Campion & Company, a small real estate agency in Boston. They outrank Zillow for high-value property searches like “Burrage Mansion.”
And that’s just one keyword.
This agency ranks for 19K different search terms on Google—all driving potential buyers directly to their listings.
All thanks to SEO.
In this guide, you’ll learn how to conduct keyword research for high-intent terms, create lead-generating content, and dominate the local SERPs.
But first, let’s take a closer look at the benefits of SEO.
Why Is SEO Important for Real Estate Sites?
Real estate SEO helps your listings show up in search results when people look for homes online.
This includes Google Maps when people search for things like “realtor” in your area.
Why does this matter?
According to a study by the National Association of Realtors (NAR), 100% of Americans who bought a house in 2024 used the internet to search for a home.
And more than half (52%) of recent buyers found the home they ultimately purchased online.
SEO lets you reach these buyers when they’re actively looking to buy.
But it’s also a cost-effective way of capturing online demand.
For example, the cost-per-click of a Google ad for the keyphrase “real estate companies in West Palm Beach Florida” is $5.67.
But SEO can get your business to appear directly under those ads without spending a dime.
This puts you in direct control of lead generation. Which means no more relying on expensive ads or third-party directory sites.
Sounds ideal, right?
Now that you’ve seen what real estate SEO can do for your business, let’s start with the most important first step:
Conducting a quick technical audit to see if Google can actually find your website.
(Because if it can’t, other SEO strategies don’t matter.)
Step 1: Make Sure Google Can Find Your Property Listings
The best way to check if Google knows your site exists?
This will tell you which pages from your site are in Google’s index, which aren’t, and why.
Some red flags to watch out for:
Your indexed pages WAY outnumber your actual pages (this usually means Google’s finding pages it shouldn’t)
Google’s only indexed a fraction of your pages (meaning potential clients can’t find most of your listings and services)
Important pages show up under “Error,’” “Valid with warnings,” or “Excluded”
Not sure why Google isn’t indexing your pages?
The “Why pages aren’t indexed” report is your friend here.
It’ll tell you exactly what’s wrong—like a redirect error or improper canonical tags—and how to fix it.
If you have unindexed pages, you can manually request indexing.
This is super helpful for new listings you want to appear ASAP.
Pro tip: Don’t have the time or desire to handle SEO issues? Delegate them to a pro. A skilled website manager can tackle indexing issues, implement fixes fast, and keep your site climbing the rankings—while you focus on closing deals.
Step 2: Find Keywords That Drive Leads
To increase leads, you need to show up on Google for the terms homebuyers search for in your area.
But it’ll take a strategic plan to beat the big real estate directory sites.
For example, here’s what the search results look like for “Raleigh homes.”
Directory sites dominate the SERPs, including Zillow, Realtor.com, and Redfin.
Enter a neighborhood into the search bar and click “Search.”
The tool will return a list of keywords and important metrics for each one.
This includes:
Search volume: The average number of monthly searches for a specific keyword in Google
Keyword difficulty (KD): A score from 0-100 that estimates how hard it would be to rank on the first page of Google for that keyword
Search intent: The primary purpose or goal behind a user’s search query—informational (learn), commercial (compare/buy), navigational (find site), or transactional (take action)
While the list will typically include some long-tail keywords already, you can add filters to narrow it even further.
Here’s how:
Select the “KD %” filter and type “0-50” in the custom range.
Then, click the “Intent” filter and select “Transactional” and “Commercial.”
Filtering this list for “Commercial” and “Transactional” will limit the list to terms people search when they’re looking to buy a home.
Now, you have a list of long-tail keywords you can use to optimize your property page.
For example, “boylan heights raleigh homes for sale” receives 40 searches a month and has a keyword difficulty score of 3, meaning it should be super easy to rank for.
It also has transactional intent, which tells you these searchers are ready to buy.
Even better?
The SERP for this keyword is a mix of directory sites and local realtors, so you know you’ve got a shot at ranking.
Now that you’ve got your target keywords, it’s time to use them strategically on your property pages.
Step 3: Optimize Your Property Pages for Conversions
It should describe the page’s contents and include the main keyword.
It doesn’t have to be the exact keyphrase—you can use a variation of your target keyword in your H1 like We Know Boise Real Estate did.
H2s are the main subheadings that go underneath your H1 to organize your content and make it easy for readers to find what they’re looking for.
Include the location name in some of your page’s H2’s as well:
This makes it crystal clear to search engines exactly what this page is about, which increases your chances of ranking.
Just ensure your page headings read naturally and avoid keyword stuffing.
Include Internal Links
Internal linking connects your location pages together, helping you rank higher in search results.
It also keeps website visitors engaged longer as they explore other pages on your site.
For example, We Know Boise’s Barber Valley page includes hyperlinks to every other neighborhood in East Boise:
When you click a neighborhood, it takes you to a dedicated page on We Know Boise’s site for that location.
This lets Google understand the relationship between these pages on your site.
Which will help you rank for your target keywords—and ultimately land more leads.
Pro tip: Don’t gate your content. Requiring visitors to provide personal details to view property listings can negatively impact your SEO efforts. Many potential clients will hit the “back” button and head to one of your competitor’s sites instead, reducing your chances of ranking.
Create Detailed Listing Pages That Convert Browsers into Buyers
The more information you provide on your property pages, the more likely visitors are to book a viewing.
It also helps with lead qualification, as they’ll know upfront if the listing is likely to be a fit.
Include:
A detailed description of the property
A description of the local amenities
High-quality images of the entire property
A map showing the property’s location
Look at the big directory sites for inspiration when creating your listings.
For example, Trulia includes high-quality images and essential information like address and price prominently at the top of the listing.
They follow this up with a “Local Information” section that includes a map, description of the area, and information on local restaurants, shopping, and schools.
Next, comes the “Home Highlights” at a glance, such as the HOA fee, price per square foot, and how long the property has been listed.
Then, an expandable drop-down menu with even more details like the number of bedrooms, bathrooms, and more:
Trulia also showcases what locals say about the area to give prospective buyers an inside look into the area:
Notably, they also include an interactive mortgage calculator set to the home’s listed price.
Doing something similar will help you get more leads from your property pages.
Step 4: Dominate Local Search Results with Your Google Business Profile
Search “[your location] real estate agents” in Google.
The top organic result is almost certain to be a Google Local Pack—a SERP feature that appears for location-specific searches—featuring three local realtors:
It goes without saying that you should prioritize landing in one of those three spots through your real estate SEO strategy.
This is especially vital for a local realtor since the rest of the organic results are likely to be dominated by directory sites:
Here’s how to optimize your site to appear in the Local Pack for your area:
Enter your business name, category, location, and contact information
Verify your business by the method offered to you by Google (usually by a phone call or a postcard sent to your business’s address)
Fill Out and Optimize Your Google Business Profile
Once your Google Business Profile is verified, fill it out with as much information as possible—including all the areas you have listings:
Add plenty of high-quality photos of your team, current listings, and properties sold.
Do this regularly to show Google you’re a legitimate business worthy of ranking at the top of the Local Pack.
Plus, it’ll help sell your company to potential clients—and agents who might be looking for a new agency.
You also have the option of writing a brief description of your business, which will appear under the heading “From [your business’s name]’:
Include target keywords in this section.
Things like:
[Your area] real estate
[Your area] homes for sale
[Your area] real estate agent
[Your area] realtor
Encourage and Respond to Customer Reviews
It’s good practice to ask all your customers to leave you a review on Google.
After all, 35% of people say a real estate agent’s reputation is the most important factor when they’re choosing a realtor to sell their home, according to NAR’s study.
Plus, the more positive reviews you receive on Google, the more likely you are to appear in the Local Pack for relevant searches.
Your business’s overall rating and review highlights will appear on your Google Business listing:
As a best practice, respond to every review you receive on Google.
This includes the positive ones:
And the not-so-positive ones:
This will show potential clients that you care what people have to say about your business and respond to their feedback.
It’s also another signal to Google that you’re a well-run business that deserves to sit at the top of its local results.
Get as Many NAP Citations as You Can
NAP (name, address, and phone number) citations are a huge deal when it comes to local SEO.
The more websites that list your company’s NAP correctly, the more confident Google is that those details are correct—and that you’re a legitimate business worth sending searchers to.
But manually adding and updating citations isn’t a good use of anyone’s time.
Instead, use a tool like Semrush’s Listing Management, which automates the process.
By connecting your Google Business Profile, the tool will automatically distribute your details to vital directories for your industry.
Search your business to find out how many correct NAP citations it has online:
The tool will show you where your NAP details are listed incorrectly—or not at all to help you improve and expand your presence.
Use Google Posts to Advertise Property Listings
Google Posts are updates that appear at the bottom of your Google Business Profile.
They’re the perfect place for you to advertise your latest listings.
Plus, Google is less likely to display your Business Profile at the top of local search results if it’s inactive. Which means making a Google Post about each of your new listings will help you rank in the Local Pack.
Create a Google Post by clicking “Add update” in your dashboard:
Step 5: Start a Blog to Establish Your Agency as an Industry Leader
Rank for more keywords and strengthen your site’s authority by creating a blog.
Write High-Quality Blog Content
Blog content can drive highly relevant traffic to your site.
The key is finding topics homebuyers are actively searching for online.
Search for your service area in the tool, such as “Cambridge MA.”
You’ll see an Overview report with keyword data.
Click “View all keywords” under the “Questions” report.
Now, you’ll see a list of questions people ask Google about this area.
Including the search volume for each term, intent, and keyword difficulty.
Review the list to find questions that would make great blog post topics.
Ensure they’re relevant and aim for low difficulty and moderate search volume.
For example, “What is there to do in cambridge ma” gets 320 searches per month and has a low keyword difficulty score of 20.
This means it should be fairly easy to rank for, which is especially important if you have a new site or one that lacks authority.
Create Neighborhood Guides
Neighborhood guides are a tried-and-true way to rank in the SERPs. (Note: these can work well as site pages or blog content.)
For example, Trulia created a neighborhood guide for every neighborhood where they have listings.
That subfolder drives 611.2K visits to the Trulia site each month.
And it has 11K backlinks:
These pages work.
And your content marketing strategy should revolve around them.
But how can you compete with Trulia, Zillow, and Redfin’s neighborhood pages?
With high-quality, comprehensive content that highlights your local expertise.
For example, New Orleans real estate agency Crescent City Living has a neighborhood guide that outranks all the directory sites for “Seventh Ward New Orleans”:
How’d they do it?
Well, compare Crescent City Living’s guide to Trulia’s, and you’ll see significant differences:
Crescent Living’s page was clearly written by someone who knows the area.
It describes Seventh Ward’s colorful Creole cottages and beloved Marching 100 band.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-01-23 12:01:282025-01-23 12:01:286 Steps to Win at Real Estate SEO
Pay-per-click (PPC) advertising is one of the most effective paid channels helping businesses increase visibility and build awareness.
If you’d like to learn about the state of PPC in 2025, find the latest data on PPC usage, most used ad platforms, and PPC benchmarks, we’ve curated a list of 24 essential PPC statistics to help you answer these questions.
General PPC Statistics
Among surveyed pay-per-click (PPC) marketers, Google (98%), Facebook (76%) and Instagram (70%) are the most widely used advertising platforms (Statista)
Here’s a full breakdown:
Digital Advertising Platform
Share of PPC Professionals
Google (excluding YouTube)
98%
Facebook
76%
Instagram
70%
Microsoft (Bing)
67%
YouTube
67%
LinkedIn
48%
TikTok
31%
Pinterest
24%
Amazon
17%
X (Twitter)
15%
Reddit
11%
Apple Search
11%
Snapchat
9%
Quora
4%
Yandex
2%
Baidu
1%
Yahoo! Japan
1%
Other
6%
Among PPC practitioners with a monthly budget between $50K and $500K, Google, Facebook, and YouTube are the top 3 most used advertising platforms (PPCsurvey)
Here are the exact numbers:
Ad Platform
Adoption ($50K – $500K PPC budget)
Google (excluding YouTube)
99%
Facebook
79%
YouTube
75%
Instagram
74%
Microsoft (Bing)
73%
LinkedIn
46%
TikTok
28%
Pinterest
20%
Amazon
15%
X (Twitter)
11%
Reddit
10%
Apple Search
7%
Snapchat
6%
Quora
4%
Yandex
1%
Baidu
1%
Yahoo! Japan
1%
Other
8%
73% of B2C marketers stated their organization used PPC advertising in the last 12 months (Content Marketing Institute)
64% of B2B marketing professionals say they used PPC advertising at their organization in the past year, which is only behind the usage rate of social media advertising at 73% (Content Marketing Institute)
93% of marketers say pay-per-click (PPC) as a marketing channel is “effective” or “highly effective”, making it the 2nd most effective channel after content marketing (96%) (eMarketer)
Only 10% of surveyed marketing professionals identify PPC as a primary focus for their budget allocation (eMarketer)
Among surveyed marketing specialists worldwide, 49% claim it became harder managing PPC campaigns today than 2 years ago (PPCsurvey)
Among in-house teams, the average monthly PPC spend is $950,000, while freelancers usually manage an ad budget of around $575,000 per month (PPCsurvey)
Here are the exact numbers:
Monthly PPC spend
In-house
Freelancer
More than $3M
5%
3%
Between $500K and $3M
14%
10%
Between $50K and $500K
41%
38%
Between $5K and $50K
29%
33%
Under $5K
11%
16%
According to surveyed B2B marketers, PPC advertising ranks as the most effective paid channel for content marketing activities, with 61% of respondents citing it as effective, followed by social media advertising (49%), and sponsorships (48%) (Content Marketing Institute)
Search Ads Statistics
Paid search spending in the US is estimated to reach $124.59 billion in 2024, showing an 11.1% year-over-year increase (eMarketer)
The average cost-per-click for advertisements on Google ads stood at $1.16 (eMarketer)
The average cost per click for search ads across multiple industries on Amazon was $1.50 (eMarketer)
The average benchmark bounce rate for paid search is 43.9% (Contentsquare)
The average click-through rate for Google search ads is 3.17%, based on data collected from multiple industries (WordStream)
On average, paid search campaigns are reported to generate a conversion rate of 2.55% (Contentsquare)
Paid search accounts for 29.7% of total media ad spending in the US (eMarketer)
Analysis of over 43 billion website visits found that paid search accounts for 23% of traffic share, behind direct (27.6%) and organic search (26.7%) (Contentsquare)
The share of new visitor traffic attributed to paid search is 27.6%, which is more than any other marketing channel (Contentsquare)
Paid search accounts for 39.5% market share of digital advertising, more than any other advertising format (display, video or audio) (IAB)
In the US, Google dominates the search advertising market, accounting for 50.5% of the total search ad spending (eMarketer)
Amazon’s share of the overall search ad spending in the US is 22.3% (eMarketer)
75.78% of Google’s revenue came from advertising in Q1-Q3 2024 (Alphabet)
AI Use for PPC Statistics
75% of PPC professionals say they use generative AI at least “sometimes” for writing ads. Other common use cases include keyword research (60%) and writing emails (52%) (PPCsurvey)
Here are the exact numbers:
Use Case
Share of PPC Professionals Who Use AI at Least “Sometimes”
Writing ads
75%
Keyword research
60%
Writing emails
52%
Audience research/analysis
48%
Writing/editing scripts
45%
Landing page optimization
41%
Generating insights and suggestions
41%
Strategy
38%
Campaign creation
38%
Reporting
31%
Among PPC professionals that use AI at least “sometimes” for writing emails, 71% claim they’re satisfied with results generated by AI (PPCsurvey)
Use Case
Share of PPC Professionals Satisfied with AI Results
It provides data and insights that will help you target the right keywords for your audience.
More data isn’t always better.
So, focus on the key metrics: search volume, keyword difficulty, and search intent.
Search Volume: The average monthly searches for a keyword
Keyword Difficulty (KD%): A measure of how hard it is to rank for a keyword. It’s based on the link profiles of the top 10 ranking pages.
Search Intent: The purpose behind a user’s search query. It’s categorized as transactional, informational, commercial, or navigational.
Stick to these essentials to guide your keyword strategy effectively.
Define Commercial Opportunities
The commercial value of a keyword varies for each business.
What may be a high-value commercial keyword for a competitor might not be for you.
For example, let’s say you have top-rated resorts in Mexico. You might see “all-inclusive resorts in Mexico” as a valuable keyword.
Now, imagine you manage one outdated, overpriced resort there. Your chance to profit from this keyword is likely much weaker.
When evaluating a commercial opportunity, ask: Will this page convert visitors?
Categorize each keyword into the following:
0. Not Likely: We don’t offer anything related to the user’s intent
1. Unlikely: We offer something related to the user’s intent, but it doesn’t directly address the user’s needs
2. Potential: We offer a solution that could meet the user’s intent
3. Likely: We provide the best solution for the user’s intent
This approach helps focus your efforts on the most commercially valuable keywords.
Pro tip: Before using a keyword, check its intent. Analyze the top-ranking content in the search results. A keyword like “Mexico vs. Ecuador” might seem perfect for a travel site selling flights to both. However, a quick Google search may reveal that the user intent is related to soccer, not travel.
By knowing what users want, you can avoid irrelevant keywords. This will ensure your content matches user intent.
It also increases your chances of ranking and converting.
Step 3: Create a Keyword Map
Once you’ve gathered your keywords, the next step is to build an SEO keyword map.
Here’s how:
List existing pages: Use an SEO spider tool like Screaming Frog. It will list all existing pages.
Filter irrelevant pages: Remove any pages that won’t serve as SEO landing pages. Focus only on those that have the potential to drive organic traffic.
Pair pages with keywords: Use Google Search Console (GSC) to find queries that generate the most clicks for each page.
Assign target keywords: Assign one keyword from your research to each relevant page.
Avoid keyword cannibalization: Target each keyword with only one page. This prevents competition between your own pages for the same search query.
SEO for travel websites often involves optimizing destination-specific and service-related keywords.
These efforts help drive organic traffic to your site.
By mapping keywords to pages, you’ll have a clear strategy. It’ll help you optimize existing content and find gaps for new content.
Step 4: Form a Content Strategy
With your keyword research and keyword map in place, it’s time to create an SEO content strategy.
To maximize organic revenue, prioritize content targeting bottom-of-the-funnel keywords.
These are high-intent keywords where users are closest to making a booking decision.
By focusing on this stage first, you’ll drive more immediate conversions and revenue.
Target Commercial Keywords
In your keyword sheet, filter for keywords with commercial scores of two or three.
This filter will give you keywords with high commercial intent. They’ll match what you offer.
Think “Cancun resorts,” “flights to Hawaii,” “Las Vegas hotels,” or “Punta Cana excursions.”
For each keyword:
If a landing page is ranking, optimize its content to boost performance
If none of your pages are ranking, decide whether to create a new landing page or optimize an existing one
Finally, create a timeline and roadmap for implementing these optimizations.
This helps ensure steady progress toward your content goals.
Build Topical Authority
After covering your commercial keywords, it’s time to move up to the middle of the funnel.
Focus on keywords like “things to do in Miami,” “best time to visit Japan,” and “best beaches in Puerto Rico.”
These keywords are primarily informational and have lower conversion rates.
Cluster these topics to help search engines understand your content.
You’ll signal to search engines that your site is a trusted travel resource.
Blog pages often cover these topics best. But you can use landing pages if they fit your strategy.
Create a Topic Map
Up to this point, your SEO content strategy has been based on keyword data.
Now, it’s time to explore new topic ideas by leveraging topic maps.
To do this, use an AI tool like Claude or Chat GPT to uncover relevant topics for specific destinations.
Here’s an example of a prompt you can use:
“Please provide a table listing the key topics related to travel in Mexico. The table should have three columns: categories, subcategories, and subtopics. Each subtopic should have its own row.”
Then, copy your topic map to a sheet. Use a ChatGPT plugin like Whimsical Diagrams to visualize it.
Use the following prompt: “Generate a mind map from this table: {paste table}.”
Repeat this process for each destination you serve.
Add any new topics to your content roadmap.
Cover a wide range of content that appeals to search engines and your audience.
This approach fills gaps in your strategy. It keeps your content fresh and competitive.
Tap Into the Travel Content Loop
The travel experience is cyclical.
Here’s how the journey typically unfolds:
Inspiration: “That’s beautiful, where is that place?”
Education: “Tell me more about this place”
Booking: “Let’s go there”
Inspiration again: After the trip, the traveler dreams of new adventures. This sparks the loop once more.
Travelers constantly seek beauty, adventure, and new connections.
Your content strategy should reflect this ongoing loop.
To build a successful travel content strategy off the back of this loop, think beyond SEO. This is especially true for inspiration, where social media is vital.
SEO is about fulfilling a need for information.
So, focus on education and answering users’ specific questions.
Inspiration, however, often comes to people when they’re not actively searching for it.
That’s why inspirational content must be:
Visual and destination-focused
Pushed to users, igniting wanderlust
Once the audience is captivated by a destination, they might seek more information. That’s where SEO comes in to guide them further down the funnel.
When planning content, ensure synergy between inspirational and informational content.
For example, let’s say you publish an SEO-optimized article like “The Best Time to Visit Costa Rica.”
Coordinate with your social media team to release visual, inspirational content.
This integrated approach keeps your audience engaged at every stage of their journey. Whether they’re exploring on social media or searching for information online.
Step 5: Establish a Content Creation Process
Your content strategy is ready.
Now it’s time to establish a streamlined content creation process.
Here’s how that might look:
Keyword selection: Choose primary and secondary keywords based on your content calendar
Writer briefing: Provide clear, detailed briefs for high-quality content
Write: Focus on comprehensive, unique content that goes beyond top-ranking pages
Edit: Align with the brand’s tone and ensure scannability
Optimize: Fine-tune for SEO—headings, body content, internal links, and meta
Add photography: Use images that follow guidelines and enhance user experience
Publish and promote: Share across social, email, and other channels to maximize reach
Translate: Expand reach by targeting non-English keywords
Pro tip: After headlines, image captions are the most read by users. Add a commercial message or a call to action to your image captions. It will help boost engagement.
To AI or Not AI?
When it comes to your content creation process, a key question is how much of it should involve AI.
The answer depends on your goals.
One thing is certain—it’s tough to stand out in a sea of mass-produced AI content by just publishing more AI content.
Craftsmanship and authenticity are what make content truly stand out.
“To beat AI, become more human.” – Wesley van der Hoop, PPC + SEO at Unique Vacations Ltd.
For example, let’s say you’re writing about “the best restaurants in Amsterdam.”
Instead of simply copying the list from TripAdvisor, go beyond the surface:
Experience the destination firsthand
Talk to locals and uncover hidden gems that aren’t widely covered
Engage with restaurant owners. Try their signature dishes. Share deeper insights than current online articles.
AI should play the role of an assistant, not the solution.
That said, AI can still assist in the content creation process.
It can help create content briefs, structure the content, and suggest data points.
This lets writers focus on the human elements. They can craft unique, authentic content that AI cannot replicate.
In this hybrid approach, AI handles repetitive tasks.
Meanwhile, your team focuses on insights, experiences, and personal connections.
Step 6: Set Up Tracking and Measuring
Begin by measuring your current performance to understand where you stand.
Define and track both macro and micro conversions. Use your travel site’s analytics tools (e.g., Google Analytics 4).
For most travel websites, the macro conversion will be bookings and revenue.
Micro conversions may include actions like account creation or requests for more information.
They can also involve newsletter sign-ups, brochure requests, and travel guide downloads.
Once tracking is set up, integrate SEO tools like Google Search Console (GSC).
Use a rank tracker to gain deeper insights into what’s happening on the SERPs.
Finally, create easy-to-understand dashboards that blend different data sources. They let you track progress and show results to stakeholders at performance meetings.
Step 7: Optimize Your Google Business Profile
Local SEO is essential for improving visibility.
It’s particularly important for attractions, restaurants, bars, and accommodations at popular destinations.
Google can struggle to determine which of your pages to prioritize.
It can also lead to crawling, indexing issues, and loss of link equity.
In severe cases, it can also trigger manual penalties.
The seven most common types of duplicate content on travel websites are:
Destination descriptions: Frequently reused descriptions of popular travel destinations across multiple accommodation pages
URLs with filtering parameters: Filtering options (e.g., “?sort=price”) generate different URLs. These may show similar content.
Pagination: Ensure paginated lists of destinations or accommodations are distinct or canonicalized
URLs with UTM parameters: Parameters like “?utm_source=social-media” track traffic. But they can also create duplicate content issues.
Split URL tests: A/B testing may create duplicate content. It does this by generating alternative versions of the same page.
Dynamic URLs with session IDs: When indexed, they can cause duplicate content issues
M-dot URLs: They’re rare today. But if used, link them to their desktop versions.
Use Semrush’s Site Audit tool to identify duplicate content. Mitigate it by implementing canonical tags.
Use Structured Data
Structured data helps search engines better understand and display your content.
For travel websites, this can lead to rich results like pricing and star ratings.
These features can help boost click-through rates.
Structured data can also improve your site’s rankings.
How?
By providing search engines with clearer context for your content.
Pro tip: To further enhance SEO, implement structured data using the LocalBusiness schema. This helps search engines understand and validate your business information. It includes key details like category, location, and operating hours. Properly structured data can positively impact your rankings in local searches.
Step 9: Optimize UX with a Mobile-First Approach
Users have been living in a mobile-first world for some time, and Google was quick to follow.
Travelers may book on desktop. But they often make the decision to book on mobile.
Focus on quick load times and ensure strong Core Web Vitals performance.
Search engines like Google favor fast-loading content.
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