For those digital marketers that have been working on local and organic SEO rankings, it seems that whether or not it is worth getting your clients’ websites to number 1 for organic search engine results has brought up a lot of controversies.
After writing content, creating silos, and reaching out to have content placed in order to get a backlink for your clients’ websites, achieving number one on Google’s organic search results could be deemed as a waste of time and money. This is because anyone searching for the keyword search phrase will only see the organic search result for a website after scrolling through 4 Google Ads, 3 maps results, and a schema result. Often the first organic search result is not seen for 8 and no less than 7 positions down on a Google search page.
For SEOs this is frustrating, but for digital marketers as a whole that deal with Pay-Per-Click, schema, local SEO, and organic SEO this new structure in the way that search results appear is just another challenge. SEOs rely on organic search results, and this is exactly why we are seeing a lot of articles with SEOs venting their frustration. The issue is that most SEOs do not venture outside of their area of expertise, and therefore having to dabble in Google Ads or start to use schema is frustrating them.
Why Are SEOs Complaining and Digital Marketers Staying Ahead of The Game?
Any decent SEO should not focus on just the organic search results for their clients. On-page SEO is incredibly important. In the past, on-page SEO was not a major part of Google’s search engine algorithm. As long as meta tags were configured correctly, the content headers were keyword rich, and the content decent enough to pass Google’s algorithm, that was all an SEO needed to rank their client sites.
Now things have changed dramatically. On-page SEO requires silos, it needs to pass the ‘Google Page Speed Insights’ test for desktop and mobile optimisation, schema needs to be included, site maps must be uploaded, and so on. You can see why most SEOs are frustrated. They have to put in all this effort just so their customer can appear halfway down the page for the search terms the SEO has been hired to work on.
When their clients get very few clicks and decide the ROI is not worth it, the SEO is replaced. This is why we are seeing so many articles from SEOs complaining about the new Google structure. When you read the article, you will notice these people complain about Google Ads and Schema results, then how difficult it is to get into the top 3 spots for local SEO.
This is because these SEOs are not all-round digital marketers. All round digital marketing tends to now only be obtainable via agencies such as this Marketing Agency Essex.
The Key to Winning Google’s Local SEO Is to Live Up to The Challenge
Adapting to Google Ads and learning how to get value for clicks is certainly worth the time and effort. If the SEO department has done its job, the website should already pass the ‘Google Page Speed Insights’ test. This is a vital part of the Google Ads algorithm. Google only want websites that are user-friendly ranking in the top spots of their Google Ads results.
Google Ads also take into consideration the user ability of the website, silos, keywords on the landing pages the Ads are pointing towards. If the on-page has been configured correctly, then Google Ads will have a higher quality score, which means the cost per click will be much lower thus giving your client a better ROI.
As for Google Maps, this is a case of encouraging people to leave reviews on citation websites. Google’s latest algorithmic focus on reviews tend to be ignored by SEOs that simply focus on link building as their sole SEO tactic.
If the SEO does take reviews into account, then a lot of the time the reviews they tend to foster are fake. Many of the reviews are paid reviews and the person leaving the review is someone that does not even live in the same country as the local business operates – this is a one-way ticket to a Google penalty being applied to the Google Maps results.
Last of all, is schema. Make sure you use schema. Look for other companies that are raking for schema and hire an expert to find out what it is that the competition is doing to rank for the schema result if there is one present.
By taking all of these aspects into account, the end result is ranking for Google Ads once, ranking for Google Maps in the top 3, ranking for schema, and ranking in at least the top 3 with the goal to make it to number for organic results. In short, a reputable digital marketer will aim to rank their client 4 times on the same page. The problem with many SEOs is that they do not have this attitude, and this is why we are seeing so many of them complain about losing their client base.
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