3 Must-Have SEO Tips for Newbies and Customers


The biggest mistake I see SEO newbies making is what I call “finding the right path”.

Passionate newbie SEO pros, drunk with visions of possible traffic, sales, and money that should follow a number one ranking for a high-value keyword, spend hours re-designing engine results pages looking for a quick fix that will push their site to the top.

The SEO industry is full of people who need validation.

These personalities must “be right”.

The problem is, in our industry, it is not always possible to tell who is right.

In fact, I would venture to say that there is more than one way to be right – and a lot of ways to be wrong – when it comes to SEO.

So when newcomers to the industry look to their established peers for advice, they are often presented with seemingly conflicting views where all parties believe their path is the “right” path.


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And in many cases, their path may be correct.

But this is usually not the alone manner.

Here are three tips that any SEO newbie and prospect should consider.

1. What makes a “quality” site

Recently I had an interaction on Twitter with a reader who thought Google was doing a poor job of ranking sites with the highest quality information.

I argued that while there are certainly many egregious examples of Google ranking a site that doesn’t make sense for a specific query, they do so far more often than they are wrong.

During the discussion, the reader said that Google should be able to determine the best information on a topic and rank that site at the top.

Most of the time, they do.

But if your site is not ranking for the query you want and you think your content is better than what is ranking, then it’s easy to just say that Google got it wrong.


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Recently, Google John Mueller tweeted that when looking at quality, webmasters should look at their entire site, not just the pages that aren’t ranking or indexing.

In other words, it’s not just the page targeting the money keyword you want to rank for.

Creating quality content for the whole site is imperative for ranking, especially for competitive keywords.

We no longer live in a world where specific doorway pages that follow a reverse engineered formula will result in rankings for competitive keywords.

It’s like the old saying: a rising tide makes all boats float.

Quality content across a site increases the value of all pages.

But the quality is somewhat subjective.

As I said in this recent Twitter interaction, it’s hard to know which site is the best quality for a specific topic.

Google makes this determination algorithmically.

But this algorithm takes into account decades of data, as well as billions of searches every week.

They are good enough to determine what the quality looks like.

My best advice is to spend as much time as possible figuring out what your prospects are looking for and then delivering it to them.

You can take a look at Google’s reviewer guidelines to understand a little bit about what Google considers quality.

But at the end of the day, if you work to become the best answer to your prospect’s questions, you’ll end up ranking pretty well too.

2. We are not spending enough on content

When I sell a site, most prospects are very worried about the technical details of the site, assuming these are the ones that will take the longest to implement.

No site has missed its proposed launch date because of technical issues, well… never.

But we’ve had sites that missed their launch dates because the content wasn’t ready.

Most people assume that they will be able to write the content for their site on their own.


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After all, they know their business and their products better than anyone.

But as I can attest, writing a copy for your own site is infinitely more difficult than it sounds.

When it comes to SEO and conversions, content is arguably the most important part of the site.

So why are so many site owners making content an afterthought?

I think it has to do with the fact that we don’t think content correctly.

Most site owners think they’re just going to put something – maybe something they have in their printed brochures.

And when it comes to new and fresh content, it takes time and resources to maintain it.

The web is full of sites with blogs that haven’t been updated for months, if not years.

It’s easy to think that you’ll be able to keep adding new content to your site.

But without a plan and the proper resources, most sites fail to add much content after the initial launch.


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3. Stop obsessing over your competition

Many newbies – and even seasoned search engine marketers – spend hours crawling which sites rank above theirs in search engine results pages.

It is important to understand what is classified and what is not.

But obsessing over your competition is counterproductive.

Even the most experienced SEO professionals will have a hard time identifying exactly why one site ranks above another.

Getting into the weeds of competitive analysis is usually an unsuccessful and frustrating endeavor.

It’s more productive to spend this time creating quality content that answers your prospect’s questions.

I’ve seen site owners watch their competitor do something that quite frankly hurts their SEO results – but since the competitor ranks very well for a keyword, the site owner copies the tactic with effect. disastrous.

There are hundreds, if not thousands of variables that Google uses to rank sites. These variables, as well as the way they are weighted, change all the time.


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And there is a good chance that your competitor is more lost than you.

It’s always better to work on improving your own site, rather than obsessing over what your competition is doing.

Of course, take a look at their stuff. But it’s important to realize that they probably don’t know anything different from you.

They haven’t found the silver bullet either.

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