Local SEO Unlocked
Local SEO Unlocked is your go-to podcast for mastering the art of local search dominance. Each episode dives deep into the latest strategies, expert insights, and actionable tips to help businesses rank higher in local search results, attract more customers, and maximize their online visibility. Whether you're a business owner, marketer, or SEO pro, this show will equip you with the tools you need to unlock the full potential of Local SEO and stay ahead of the competition.
Local SEO Unlocked
Ready, Set, Optimized: Understanding SEO Timelines
Dive deep into the world of SEO with us as we unravel the intricacies of setting realistic expectations for your website's performance. In this episode, we tackle the common frustrations around why websites often miss the mark in search rankings and what businesses can do to shift their mindset toward long-term sustainable growth. Drawing insights from a comprehensive guide by SEO expert Don Phelps, we emphasize that SEO is not a race but a marathon that requires consistent effort and strategic planning.
Discover the key elements that form a strong SEO foundation, including technical SEO, user experience, and the importance of content strategy. We discuss how each piece fits into the larger puzzle of achieving visibility online while ensuring that your site remains engaging and user-friendly. Plus, learn about the critical role of backlinks and local SEO in boosting your authority and driving targeted traffic.
Throughout the episode, we share actionable tips on how to navigate the SEO landscape, set achievable goals, and measure success beyond mere keyword rankings. Remember that organic traffic growth and overall engagement metrics are vital for understanding your strategy's effectiveness. Join us for this insightful conversation, and don't miss your chance to enhance your SEO journey!
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All right, let's dive into SEO expectations. You know that feeling when you're like why isn't my website ranking higher? Why isn't this working? We've all been there, and to help us navigate this well, sometimes confusing world, we're going to be looking at a guide by Don Phelps, director of SEO at FSM.
Speaker 2:Yeah, and this guide really cuts to the chase. You know it emphasizes that SEO is not about those quick tricks, but it's really about setting yourself up for sustainable growth long-term growth.
Speaker 1:Yeah, and speaking of long-term, one of the things that really jumped out at me in the guide is that whole like SEO is a marathon, not a sprint thing, and I've heard that before but like how does that actually apply when you're, you know, trying to say like outrank a competitor or hit a specific traffic target?
Speaker 2:I think the best way to think about it is you know, would you expect to build a skyscraper in a week?
Speaker 1:No.
Speaker 2:Of course not. It takes time. You have to lay that foundation, build each floor and then eventually you reach those impressive heights.
Speaker 1:Okay, so we've got to shift our mindset from thinking short term to long term, but the guide also breaks down like some specific timeframes, which I thought was really helpful.
Speaker 2:Yeah, it highlights that easier keywords you might see results in three to six months, which sounds pretty promising.
Speaker 1:Yeah.
Speaker 2:But if you're aiming for those highly competitive keywords, you're looking at 12 to 18 months, maybe even longer, and that can also be influenced by your industry and who you're competing with. Right you know, a local business targeting a super specific niche might see faster results than, say, a national company who's battling it out with huge brands.
Speaker 1:So patience is key. I'm hearing.
Speaker 2:Yeah.
Speaker 1:But it's so tough when you're first starting out and you see those ranking fluctuations like come on, google, make up your mind.
Speaker 2:Well, actually those fluctuations are totally normal. Search engines are constantly testing your website. They're trying to figure out where it fits best in this massive online world. It's kind of like imagine they're shuffling a deck of cards, trying to find the perfect order.
Speaker 1:Okay, that makes sense. So as your website builds authority, improves its value, those rankings should stabilize and climb.
Speaker 2:Exactly, and that's where that holistic SEO approach becomes super important. We're not just talking about stuffing keywords everywhere. You need to consider all these different elements that make a website healthy and strong.
Speaker 1:Okay, so let's break that down. What are those key elements?
Speaker 2:All right. So the guide outlines several Technical SEO, content strategy, backlinks, user experience and local SEO. Let's start with technical SEO that ensures that your website runs smoothly. You know behind the scenes.
Speaker 1:So that means it's fast, mobile-friendly, secure, easy for search engines to understand.
Speaker 2:Exactly If your website has technical issues. It's like having these roadblocks that are hindering your SEO progress.
Speaker 1:Makes sense. Okay, then we have content strategy, and this is where we get to be a little more creative, right?
Speaker 2:Yeah.
Speaker 1:Providing value to our audience, absolutely.
Speaker 2:Content is the heart of your website. It's what draws people in, keeps them engaged, makes them want to come back for more, and it's not just about churning out any old blog posts. And it's not just about churning out any old blog posts. It's about understanding your audience, what they need, creating really high quality content that answers their questions and provides genuine value.
Speaker 1:Then there are backlinks, which are kind of like endorsements from other websites, right, yeah, exactly links to yours.
Speaker 2:It signals to search engines that your website is worth checking out, and the more quality backlinks you have, the more your website's authority grows in the eyes of those search engines.
Speaker 1:But it's not just about the quantity right, it's the quality of those backlinks.
Speaker 2:Absolutely. A link from a well-respected blog in your industry is going to carry a lot more weight than a link from just some random forum.
Speaker 1:There's a popularity contest where all the coolest websites get to hang out together.
Speaker 2:In a way, yeah, and just like in real life, building those connections takes time and effort. You gotta create valuable content that people wanna link to participate in online communities and reach out to potential partners.
Speaker 1:Okay, so technical SEO, that's the foundation, content is the heart, and then backlinks are kind of like that social proof. So what about user experience? How does that factor in?
Speaker 2:Imagine you walk into a store and it's cluttered, poorly lit and hard to navigate. What would you do?
Speaker 1:I would leave.
Speaker 2:Exactly the same goes for websites. If your website is slow to load, confusing to navigate or just unattractive, people aren't going to stick around and that sends a bad message to search engines, which can hurt your rankings.
Speaker 1:So a good user experience is important for both visitors and search engines.
Speaker 2:Yes, and finally, we have local SEO. If you have a physical store or if you offer services within a specific geographic area, optimizing for those local searches is critical.
Speaker 1:So you pop up when someone searches for a business like yours in their area.
Speaker 2:Exactly. This includes, you know, optimizing your Google business profile, getting listed in relevant directories, building local citations.
Speaker 1:So many things to think about. It's like putting together a giant puzzle.
Speaker 2:It is, and just like a puzzle, it takes time and patience to see that bigger picture.
Speaker 1:But it's interesting because we talk about SEO as an investment, not an expense. So how does that differ from something like paid advertising?
Speaker 2:Well, with paid advertising, you're essentially just renting traffic. As soon as you stop paying, poof it disappears.
Speaker 1:Right.
Speaker 2:But with SEO you're building an asset, something that lasts. You're establishing that brand authority and attracting organic traffic that keeps flowing even after you've stopped actively working on that specific campaign.
Speaker 1:So, like a well-maintained garden, it can yield a continuous harvest of visitors and customers.
Speaker 2:Exactly. But just like a garden needs constant care, so does your SEO strategy. You can't just plant the seeds and walk away.
Speaker 1:Yeah, it's like that, saying the best time to plant a tree was 20 years ago. The second best time is today. We need to be proactive. Make sure our SEO is consistently being nurtured.
Speaker 2:Exactly, and one of the key ingredients for success is open communication. The guide emphasizes this the importance of transparency between the business and the SEO team.
Speaker 1:So regular reports, data insights, open discussions about what's working, what's not working, what needs to be adjusted.
Speaker 2:Exactly. Think of it like a partnership where both sides need to be on the same page, sharing information, working together to achieve those same goals.
Speaker 1:And speaking of goals, it's so easy to get fixated on those keyword rankings, but is that really the best way to measure SEO success?
Speaker 2:You know rankings are important, but they're only one piece of the puzzle. We've got to look beyond just those numbers and consider other key performance indicators, or KPIs.
Speaker 1:Okay, like what else should we be looking at besides just our position on the search engine results page?
Speaker 2:Things like organic traffic growth. Are more people finding your website through those search engines? We need to consider leads and conversions. Are those visitors actually turning into customers or leads? And then, how engaged are people with your content? Are they bouncing off right away or are they sticking around exploring? And then domain authority as your website gains authority, those rankings will become more stable and continue to climb.
Speaker 1:So it's not just about that vanity metric of like oh, I'm number one for this keyword, Right. It's about attracting the right people, engaging them with valuable content and actually driving business growth.
Speaker 2:Exactly. And that brings us to a really important point, which is setting realistic expectations. We've explored, you know, the timeframes involved, the importance of this holistic approach, the differences between SEO and paid ads and the need for communication. But how do we translate all of this into those actionable goals and manage expectations, especially when we're working with clients or stakeholders who, you know, might be eager for those quick results?
Speaker 1:That's a great question and a perfect place to pause. We're going to be right back after a word from our sponsor to dig into the nitty-gritty of setting those realistic SEO expectations. Welcome back to our deep dive into SEO expectations. Before the break we were talking about how important it is to set realistic goals and expectations right, which can be kind of tricky because everybody wants to see those results like right now.
Speaker 2:Yeah, I mean, it's understandable, right? People get excited about SEO and what it can do for them, but we have to remind ourselves and them that it's a marathon, not a sprint. You need that patience and that consistent effort.
Speaker 1:So how do you navigate that conversation right when you're working with a client or stakeholder and maybe they are expecting that you know instant gratification? How do we set those expectations from the very beginning?
Speaker 2:Well, one of the first steps is to really understand where they're at right now. Like Like. What's their current situation? Where are they in terms of website traffic rankings, that overall online visibility? What's going on?
Speaker 1:Okay, so get a baseline before we even start talking about goals.
Speaker 2:Exactly. Once we have a really clear picture of where they're starting from, then we can start talking about setting those goals. You know, goals that are ambitious but also achievable.
Speaker 1:So no promising that they'll be ranking number one for their top keyword in like a month.
Speaker 2:Definitely not. Transparency is key right. We need to manage expectations right from the get go. Explain that SEO is a process. It's gradual and achieving significant results takes time.
Speaker 1:But that doesn't mean that we can't set like aggressive goals, right.
Speaker 2:Oh, absolutely. But make sure those goals are aligned with their overall business objectives and they have those realistic timelines attached to them.
Speaker 1:So, for example, if you're working with a brand new business, maybe their initial goal is just like getting indexed by Google and starting to appear in search results at all.
Speaker 2:Exactly, starting to appear in search results at all Exactly, and then, once they have that initial visibility, then you can start maybe targeting specific keywords and gradually, you know, climbing those rankings.
Speaker 1:If you're working with an established business that already has a website, you know the goals might be more focused on increasing traffic, leads, conversions, that sort of thing.
Speaker 2:Yeah, and it's so important to break down those, those big picture goals, into smaller, more manageable steps. It not only makes the process less daunting but also allows you to really track that progress effectively and celebrate those small wins along the way.
Speaker 1:So it's like creating a roadmap.
Speaker 2:Yeah.
Speaker 1:Right With milestones instead of just like focusing on that final destination.
Speaker 2:Precisely. And remember SEO is not a set it and forget it thing. It needs continuous monitoring, analysis, optimization.
Speaker 1:Okay, so we can't just set it and forget it. What does that? Ongoing maintenance, you know, optimization what does that actually look like?
Speaker 2:It involves tracking your results, identifying areas where you can improve and adapt to those ever-changing search landscapes. Right, so you need to keep an eye on keyword rankings, but don't get too fixated on those numbers.
Speaker 1:Like we talked about, you got to look at the bigger picture. All those other KPIs.
Speaker 2:Exactly. You need to analyze your website traffic, understand where your visitors are coming from, how they're interacting with their content. Tools like Google Analytics can give you those super valuable insights into user behavior.
Speaker 1:And if you're seeing, for example, a high bounce rate, that could be a sign that people aren't finding what they're looking for, or maybe your website just isn't very user-friendly.
Speaker 2:Exactly, and that's where you might want to dive deeper into UX optimization. There are tools out there, like heat maps and A-B testing, that can help you identify those areas for improvement.
Speaker 1:So we're constantly collecting data, analyzing it, making adjustments to improve that website's performance, like a continuous feedback loop.
Speaker 2:It is, and that's where working with an experienced SEO pro can be incredibly valuable. They can provide that expertise, that guidance, the accountability that you need to stay on track.
Speaker 1:But what if someone's just starting out? You know, maybe they don't have the budget to hire an SEO expert. What resources are available to them?
Speaker 2:There are so many free resources available online Blogs, articles, online courses, even podcasts like this one can give you really valuable information and insights.
Speaker 1:Yeah.
Speaker 2:And don't underestimate the power of networking. Connecting with other SEO pros can give you support, motivation, new perspectives.
Speaker 1:Like having a community of you know, fellow marathon runners, to cheer you on and give you advice.
Speaker 2:Exactly, you don't have to go it alone.
Speaker 1:So we've talked about setting realistic goals, tracking progress, consistently optimizing that SEO strategy. But what about when those clients you know, or those stakeholders get impatient? They start demanding results faster? How do you manage those expectations and still stick to that long-term approach?
Speaker 2:That's where clear and consistent communication is like super important. Remind them of the goals you've set together the progress that's already been made.
Speaker 1:Reinforce that SEO is a marathon, not a sprint idea.
Speaker 2:Exactly and back it up with data. Show them those positive trends, even if they are small, you know, highlight the organic traffic growth. Maybe some improved rankings for certain keywords increase in leads or conversions.
Speaker 1:So even if they're not seeing those like dramatic overnight changes they might have hoped for, we can still show them that their SEO investment is actually starting to work.
Speaker 2:Precisely, and if they're still antsy, maybe consider incorporating some faster, you know, albeit riskier SEO tactics into your strategy.
Speaker 1:Ooh, like what would be an example of, like a riskier move.
Speaker 2:You could look into paid link building or focus on targeting those less competitive long tail keywords. But you've got to be really careful. Approach these tactics cautiously and ethically.
Speaker 1:So no black hat SEO tricks or anything that could get the website penalized by Google.
Speaker 2:Absolutely not. It's always best to prioritize that long-term sustainability. You know, build a website that both users and search engines love.
Speaker 1:So transparency, data-driven communication, maybe a little sprinkle of those carefully considered quick wins can help manage expectations, but ultimately it's really about just reinforcing the value of that long-term SEO journey.
Speaker 2:Exactly, it's about building that strong online presence that will just continue to attract visitors and customers for years to come.
Speaker 1:So, as we wrap up this part of our deep dive, what would you say are some key takeaways for our listeners?
Speaker 2:First and foremost, setting those realistic expectations is crucial for SEO success.
Speaker 1:Don't get discouraged if you don't see results immediately. It's a process, patience and persistence.
Speaker 2:Second, focus on building that strong foundation for your website technical SEO, that high quality content, those valuable backlinks.
Speaker 1:Build that skyscraper one floor at a time.
Speaker 2:And finally embrace that SEO is ongoing. It's a journey, it's monitoring, it's analyzing, it's optimizing.
Speaker 1:Not set it and forget it. Stay engaged, adapt.
Speaker 2:And one final thought Don't underestimate that human connection.
Speaker 1:And one final thought Don't underestimate that human connection. Find a supportive community, whether it's other SEO pros or just like-minded people who can offer that guidance, that encouragement along the way. But going beyond keyword rankings, so let's dive into what those KPIs, those key performance indicators, actually look like in the real world, how we can use them to make those data-driven decisions.
Speaker 2:That's a great question and a perfect transition to the final part of our deep dive. We'll be back after a quick message to really explore that world of SEO, kpis, how to use those insights to fine-tune your strategy and get those maximum results.
Speaker 1:All right, welcome back to our deep dive. All about SEO expectations. We've talked about, you know, setting those realistic goals, that whole ongoing nature of SEO. But let's talk about measuring the impact of all that work we're putting in. We touched on the idea of looking beyond just keyword rankings, right Like looking at those key performance indicators, those KPIs.
Speaker 2:Yeah, keyword rankings can be helpful, but they're just one small piece of the puzzle. You know, it's like judging a book just by its cover. We got to open it up right, read the content or, in this case, you know, look at the data to get the full picture.
Speaker 1:Okay, so let's open that book of data. What are some of the other KPIs we should be keeping an eye on?
Speaker 2:One of the most important ones is organic traffic growth. Right, how many people are finding our website through search engines? We want to see that number going up.
Speaker 1:Okay. So if I see my organic traffic is going up, that's a good sign.
Speaker 2:Generally speaking, yes, it means your SEO efforts are bringing in more people to your website, but we also want to look at the quality of that traffic. Are these people who are actually going to be interested in what you're offering?
Speaker 1:Right, like, are they going to stick around, right, and that's where leads and conversions come in, right. Yeah, are people actually signing up for your newsletter, downloading a resource you know, making a purchase?
Speaker 2:Exactly those KPIs tell us whether your website is actually turning visitors into customers or leads. If you're seeing tons of traffic but like no conversions, it might be a sign that you need to tweak your website content or user experience.
Speaker 1:Right, we don't just want people coming and going, we want them to stick around, actually engage with that content and, you know, hopefully take some kind of action.
Speaker 2:Exactly. And that brings us to engagement metrics, right, like how are people interacting with your website? Are they actually spending time on those pages clicking through to engagement metrics right, like how are people interacting with your website? Are they actually spending time on those pages, clicking through to other pages, leaving comments, sharing on social media? All that.
Speaker 1:So if someone lands on my website and like, immediately clicks away, that's not a good sign.
Speaker 2:Could be a sign that your content's not relevant or that your website's just not user friendly. It happens.
Speaker 1:So we got organic traffic, leads and conversions, those engagement metrics. Anything else we should be keeping an eye on?
Speaker 2:Yeah, domain authority is another big one. It's basically how trustworthy and authoritative your website seems to search engines.
Speaker 1:So the higher my domain authority, the more Google kind of trusts my website.
Speaker 2:Pretty much, and a higher domain authority can lead to better rankings and more organic traffic. It all kind of works together.
Speaker 1:Seems like a lot to juggle. How do we make sense of all this data and then actually use it to make our SEO strategy better?
Speaker 2:That's where you know data analysis tools come in right Things like Google Analytics. Those can help you track those KPIs and look for any trends or patterns that might pop up. Then you can use those insights to make decisions about your content, your website design, your overall SEO.
Speaker 1:So, for example, if I see a high bounce rate on one specific page, I should probably dig into why people are leaving so quickly. Maybe tweak the content or the design to make it a little more engaging. Keep people on the page.
Speaker 2:Exactly. Or let's say you notice one specific blog post is bringing in tons of traffic and people are really converting. Maybe you should write more content on that same topic or promote that post even more.
Speaker 1:So it's really about using the data to make better decisions and fine tuning those efforts all the time.
Speaker 2:Yep, that's what makes all the difference.
Speaker 1:So, as we wrap up our deep dive today, any last words of wisdom for our listeners. When it comes to measuring, you know SEO success.
Speaker 2:Don't forget SEO is a long game. You're not going to see huge results overnight. You need patience, stay persistent and track your progress over time.
Speaker 1:And don't just focus on those keyword rankings right, look at the big picture that organic traffic leads conversions, engagement, all that good stuff.
Speaker 2:Right. Use the data to help you make better decisions and keep making your website and your SEO strategy better and better.
Speaker 1:And don't be afraid to try new things. Things change fast in SEO, so what works today might not work tomorrow. So stay curious, keep learning and don't be afraid to adjust.
Speaker 2:Yeah, and remember, you don't have to do it all alone. Find those communities, the other SEO pros you know. Find people you can learn from and get support from. It makes a big difference.
Speaker 1:Totally. Seo can feel a little overwhelming, but it's also super rewarding, yeah, you know, when you get it right. So by setting those realistic expectations, focusing on the right stuff and, you know, consistently putting in the work, we can unlock the power of SEO and really see our businesses grow.
Speaker 2:I totally agree and you know, ultimately the most important metric is how SEO is impacting your business goals yeah are you bringing in the right people, making sales, building a brand that people really connect with? If you're doing that, you're on the right track.
Speaker 1:I love that point. Alright, thanks for joining us for this deep dive into SEO expectations. We hope you learned a lot and feel a little more empowered to tackle your SEO. Until next time, keep exploring, keep learning and keep on diving deep into the world of SEO.