Ethical SEO & Content Integrity

New to Search engine optimization (SEO)? No worries. A lot of small businesses are!

In its simplest form, SEO has to do with showing up on Google (and other search engines like Bing, DuckDuckGo, etc.) so that the people who really need to see your content are the ones that do!

When’s the last time you scrolled past the first four pages of Google? Probably not recently unless you were getting pretty desperate. And now with AI blurbs starting to roll out and steal content from small web publishers…SEO is a hot mess.

In the early days of the Internet, keyword stuffing was an easy, albeit questionable, strategy to get to the top of search engine results, AKA spamming a blog article with the same word or phrase over and over again to trick the search engines into thinking a piece of content was relevant.

Today, however, these tactics are frowned upon and even penalized by search engines (like Google), and their web crawlers are a whole lot “smarter” than that. If their algorithms detect even the slightest whiff of spam from your site, you can incur automatic and manual penalties that will keep traffic away, effectively rendering your site a ghost town.

Let me be clear: These algorithms and proprietary tools are nowhere near perfect, and I’ll need to dedicate an entire blog post to Google’s latest questionable updates, but let’s forget about those for now and get into the SEO basics.

Ethical SEO in a Nutshell

In a perfect, aligned, and super cool world, ethical SEO is about giving your ideal audience value in the form of content and ranking well as a result. Every piece of content is written with the reader’s experience in mind first and foremost, last, and always. This human-centric approach improves your chances of ranking well and establishes the credibility and trustworthiness of your site, which is much more sustainable for everyone involved. Yay!

Technical SEO is another layer of the SEO cake which has to do with things like site speed, mobile-friendliness, and accessibility. When the layers all come together, everyone gets to have their cake and eat it, too.

Again, we’re considering a perfect world where transparency is the only strategy that wins long-term.

• Quality Content

• User Experience

• Keyword Relevance

Search Engine Algorithm Basics

So, how do search engines work anyway??? I’m so glad you asked…

How Search Engines Work

Notice how I led the question into the next heading on the page? Google’s crawlers LOVE structure. They’re definitely Type A personality robots.

Search engines operate by crawling, indexing, and ranking web content. Crawling involves bots traveling across the web to discover and revisit pages. Indexing is the organizing of content so it can be quickly retrieved. Finally, ranking is the ordering of search results based on relevancy to the user's query.

• Crawling: Detection of new and updated content via bots.

  • Frequency: Determined by page importance and freshness.

  • Depth: Can be limited by website structure and robots.txt files.

• Indexing: Storing and categorizing web content.

  • Factors: Site structure, keyword usage, meta tags.

  • Challenges: Dynamic content, rich media, duplicate pages.

• Ranking: Prioritizing content for relevance and quality.

  • Crucial Factors: Keywords, user experience, page load speed.

We help these bots by using different levels of headings (H1s, H2s, H3s, H4s) and logical structures.

Algorithm Updates and SEO

Search engines also routinely update their algorithms.

These adjustments aim to “““improve user experience by prioritizing high-quality, relevant content.”””

I’m putting this in air quotes, because the latest Google update in April/May of 2024 completely TANKED tens of thousands of publishers’ sites and even had some of the top SEOs out there considering leaving the industry. Like I said earlier, this is a story for another blog and another time, but keep that in the back of your mind.

• Google's Algorithm Updates:

  • Panda: Targets low-quality content.

  • Penguin: Penalizes manipulative link practices.

  • Hummingbird: Focuses on natural language processing.

Each update impacts SEO strategies. You’ll have to monitor these changes and adapt your tactics to maintain or improve your search rankings (…or invest in a team like ours, hint hint).

Relevance and Context

Good SEO means the content should align with search intent and context to satisfy user “queries” (a fancy word for questions).

• Relevance: Matching content to search queries.

  • Keywords: Must be used naturally and appropriately.

  • Topics: Content should fully cover the subjects users are searching for without fluff or filler.

• Context: Understanding the searcher's intent.

  • Intent Types: Informational, navigational, transactional, or commercial.

  • User Experience: Well-structured, readable content tailored to search context.

Keyword Research Strategies

Selecting target keywords, understanding keyword intent, and distinguishing between long-tail and short-tail keywords are all foundational elements of crafting an SEO strategy.

Identifying Target Keywords

To identify your target keywords, start by analyzing your products, services, and content.

Tools like Google Keyword Planner and Ahrefs Keywords Explorer can provide helpful insights. (I also really like WordStream.io and AnswerThePublic)

For example, if you offer harnesses for bulldogs, you might use these tools to find out what related terms your audience is searching for, like bully harness, dog harness, or bulldog gear.

• Evaluate the relevance of each keyword to your content.

• Analyze the search volume to estimate the potential traffic.

• Consider the level of competition for each keyword.

Keyword Intent and User Behavior

Intent is the “why” behind a search.

Keywords can generally be classified into four types of intent:

• Informational: Users are seeking information, e.g., “what is the best coffee brewing method?”

• Navigational: Users are trying to find a specific website or page, e.g., “The Mill menu”

  Transactional: Users have the intention to make a purchase, e.g., “buy French press online”

• Commercial Investigation: Users are considering a purchase and are comparing options, e.g., “best coffee machines 2024”

Long-Tail vs. Short-Tail Keywords

Short-tail keywords are broad and generally consist of one or two words like “coffee.” They tend to have high search volumes but are also more competitive.

Long-tail keywords are more specific phrases, often more than three words, like “best organic coffee for cold brew.” They have lower search volumes but can lead to higher conversion rates because they target users who are further along in the buying process.

• Short-tail keywords:

  • High search volume

  • High competition

  • Lower conversion rate

• Long-tail keywords:

  • Specific and targeted

  • Less competition

  • Higher conversion rate

By integrating both types of keywords into your SEO strategy, you can balance the breadth of your visibility with the depth of targeting specific user interests. (It’s probably what Hannah Montana wrote “Best of Both Worlds About” imo)

Content Creation and Optimization

Ultimately, your SEO strategy should work to establish yourself as a business owner that actually:

A) knows their shit

B) gives a shit

Quality Content Development

You should prioritize generating original and valuable content that addresses your audience's needs based on their level of awareness. If you’re selling water heaters, time travel doohickeys, or semiconductors, it’s pretty safe to say most people won’t have a clue what they need.

You’ll have to:

• Create comprehensive material that covers topics thoroughly.

• Use a variety of content types like text, images, and videos to cater to different preferences.

• Update content regularly to keep it current and relevant.

Incorporating Keywords Naturally

Your keyword integration needs to seem natural within the content. Overusing keywords — or "keyword stuffing" — negatively affects readability and can result in penalties from search engines.

Instead try to…

• Identify and understand the context of keywords relevant to your target audience.

• Strategically place keywords in titles, headers, and meta descriptions, but don’t overdo it!!!

• Use synonyms and related terms to keep the flow.

On-Page Optimization Techniques

On-page optimization is one of those layers of technical SEO we were talking about.

• You’ll need to make sure that your website is mobile-friendly and loading times are optimized.

• You’ll want to structure your content with proper HTML tags (e.g., H1, H2, H3) for easy navigation.

• You’ll need to optimize images with appropriate file names and alt tags; reduce file size for faster load times.

  (Pro tip: webp files load faster than jpegs or png files)

More Technical SEO Fundamentals

The other technical foundations of SEO have to do with how search engine bots access, interpret, and index your website.

Site Structure and Navigation

Your website's architecture should be logical and straightforward. I remember learning the KISS acronym in middle school, and it always stuck with me. Keep It Simple, Stupid!

A well-organized site helps search engines understand your website's hierarchy, which, in turn, helps them index content a whole lot faster. Use a flat directory structure where your important pages are no more than a few clicks away from the homepage.

• Best Practices:

  • Maintain a clean URL structure that includes keywords and is easy to read.

  • Implement a sitemap.xml file to guide search engines through your site’s pages.

  • Use breadcrumb navigation to enhance user and crawler navigation.

Mobile-Friendly and Responsive Design

Having a website that adapts to different screen sizes is non-negotiable (i.e. Android vs. iPhone, Kindle vs. iPad, etc.)— especially given that Google's mobile-first indexing prefers sites that provide a good mobile experience.

• Key Elements:

  • Viewport meta tag should be configured properly.

  • Text size and tap targets must be optimized for interaction on touch screens.

  • Images should be responsive, adjusting in size based on the device.

Page Speed and Performance

Page speed is another direct ranking factor.

A fast-loading website enhances user experience and contributes to better search engine rankings.

• Optimizations:

  • Minify CSS and JavaScript files to reduce their size.

  • Use lazy loading for images and non-critical resources.

  • Leverage browser caching to store frequently used resources on local storage.

(Strategies mentioned above are integral to improving technical SEO and should be applied systematically to achieve the best results. I wish SEO was a one-time thing. I so do. But it’s not🥲)

Link Building and Outreach

Effective link building and outreach will also help boost your website's visibility and authority.

Earning Backlinks

To earn backlinks naturally, you’ll need to create high-quality content that others find valuable enough to link to.

Consider the following:

• Original Research: Publishing data or insights that others will reference.

• Informative Resources: Comprehensive guides or tools that serve as go-to resources.

• Infographics: These get picked up by news stations and universities from time to time, which are often some of the highest ranking sites.

• PLEASE do NOT buy sketchy backlinks, dear God. This used to be another popular SEO practice that just does not work the same anymore. Proceed at your own risk, and don’t say I didn’t warn you.

Guest Blogging and Collaborations

Participating in guest blogging and collaborations can potentially enhance your link profile…but this one also gets a yellow flag. It works sometimes, it hurts other times.

If you’re going to do it…

• Target Relevant Blogs: Focus on industry-related blogs with a strong audience overlap.

• Provide Value: Offer unique perspectives or expert knowledge that the blog's audience will appreciate (authenticity first always).

Avoiding Black-Hat Techniques

This is controversial, but I’ll always recommend steering clear of black-hat SEO tactics (see also: “sketchy SEO tactics”) that can harm your site's reputation.

• Say No to Paid Links: Don't purchase backlinks. It violates search engine policies.

• Beware of Link Schemes: Avoid participating in any schemes designed to artificially inflate your link profile.

Monitoring and Adapting Strategy

Effective SEO requires continuous monitoring and making informed adjustments to your strategy.

(Booo more work, I know)

Analyzing SEO Metrics

Track Key Performance Indicators (KPIs): Important metrics include organic traffic, click-through rates (CTR), keyword rankings, backlink quality, and domain authority. These indicators reveal the success of your SEO efforts and guide your strategy.

• Organic Traffic: Organic sessions indicate how often your site is visited from a search engine without paid promotion.

• Click-Through Rate (CTR): Measures the percentage of users who click on your link after seeing it in the search results.

• Keyword Rankings: The position of your pages in search engine results for specific keywords.

• Backlink Quality: Evaluates the relevance and authority of incoming links to your page.

• Domain Authority: Predicts how well a website will rank based on multiple factors, including linking root domains and number of total links.

You’ll use this data to identify patterns or areas for improvement, like pages that might benefit from updated content or improved meta titles and descriptions.

Tools for Tracking Performance

Here are some top SEO tools to keep track of your website's performance:

1. Google Analytics: For comprehensive website traffic analysis.

2. Google Search Console: To understand how Google views your site and optimize visibility.

3. SEMrush or Ahrefs: These tools offer detailed insights into keywords, competition, and backlink profiles.

4. Moz Pro: Useful for tracking domain authority and for extensive backlink data.

I’m not going to lie, some of them are pricy. BUT as a business owner, you can write them off on your taxes, and most of them are 1000% worth it.

Adjusting Tactics Based on Data

Make informed decisions based on the interpretative analysis of the data you've collected:

• Refine Keywords: If certain keywords aren't performing as expected, it may be time to target different variations or long-tail phrases.

• Optimize Pages: Should data show low CTR for high-ranking pages, consider revising your page titles, meta descriptions, or content to be more engaging and relevant.

Ethical Considerations and Compliance

Okay, so there are a ton of buzzwords here, but stick with me.

How do we build sustainable websites that do good??

Data Privacy and Security

Your website collects user data, and you’re ultimately responsible for handling this information ethically.

Confidentiality and integrity of user data can cost you a pretty penny if you mess it up.

This requires:

• Secure protocols such as HTTPS

• GDPR compliance for European users

• Transparent privacy policies

Is paying for a lawyer fun? Hell no. Is getting sued even less fun? Hell yes.

Adhering to Webmaster Guidelines

Search engines like Google provide webmaster guidelines. Are they actually useful….ummm sometimes.

I wish I had better news.

You’ll need to :

• At least consider Google's Webmaster Guidelines

• Avoid cloaking and sneaky redirects

• Make your website is accessible to search engines

The Future of SEO

SEO is constantly changing with each Google update, but here’s what you can expect in the near future:

Voice Search Optimization

Voice search is becoming increasingly prevalent, with smart speakers and mobile devices offering users hands-free search capabilities. To optimize for voice search, focus on natural language processing and long-tail keywords. Your content should answer specific questions, as voice search queries tend to be more conversational.

• For example, target phrases like "Where can I find vegan pizza nearby?" rather than short and vague terms.

Artificial Intelligence and Machine Learning

AI and machine learning are starting to completely take over most search engines. Most recently, as of May 2024, users can’t even opt-out of Google’s AI blurbs (at least not yet…web publishers are pretty pissed and rallying together).

You’ll have to try to adapt to AI algorithms that are constantly learning and changing, whether you want to or not.

• Keep an eye on your analytics to identify patterns.

• Invest in AI tools that can help analyze your SEO performance and offer insights.

Staying Ahead of the Curve

SEO isn’t static, so you’ll have to continuously educate yourself on the latest trends and algorithm updates. Implementing a proactive SEO strategy rather than a reactive one puts you ahead of your competition and drives long-term growth for your business, no matter the size.

I’ve written for $100 million dollar companies, $50 million dollar companies, and $100,000 companies. It’s all the same.

To wrap it up:

• Make content that doesn’t suck.

• Regularly test and refine your website's SEO tactics to gauge what's working.

• Let us handle 100% of it for you!