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Apr 08 2020

Voice Search SEO for B2B Marketing: A Complete Guide

It’s well-known that voice search is making waves in B2C marketing, especially when it comes to online shopping, navigation, product discovery, and more. It’s improving the quality of customers’ lives and revolutionizing the way companies market their goods and services. The tech is smart, too. As of 2017, Google’s speech recognition was already 95% accurate for the English language.

While voice search is more commonly linked with B2C, its impact on B2B can sometimes get overlooked. You’ve probably heard the popular Comscore figure where half of all internet searches will be done via voice in 2020. Or, you may or may not be aware that usage of voice assistants will triple to 8 billion by 2023.

These various statistics that talk about the rising ownership of smart speakers include business owners as well, which means as a B2B marketer, you should shape your online and SEO strategy to accommodate this portion of your audience.

What B2B Marketers Need to Know About Voice Search

Since B2B buyers are part of the demographic of voice search users, the tech will soon infiltrate and help them in their professional lives as well. Because of the rising popularity of the platform, there’s no doubt that the B2B industry will see voice search as a tool they can leverage in their respective organizations.

As it stands, the tech is evolving, and there’s not always a need for a smart speaker to begin. Figures say more than 50% of consumers already use voice search, with 81% accessing it via their smartphones.

Mobile is incredibly important in the B2B industry. Over 60% of B2B buyers say that mobile did play a role in their purchases. Moreover, it’s estimated that 70% of B2B searches will be made on smartphones by 2020. That’s less than a year away. Why is this tidbit important? You must get to know your audience’s behavior and find the channels they’re using to perform everyday tasks. Knowing their preferred platform is just the first step, which will be touched on again in a bit.

It’s worthy to note that voice search hinges on what already exists online. The tech may be relatively new, but it depends on the information you make available, such as your website. If you truly want to maximize the power that this tool can offer your business, you must have a solid content strategy in place and work closely with your team’s search engine optimization experts. Although voice search SEO for B2B is an entirely different game, a lot of their foundation remains the same.

Voice search is diverse and can be used to your advantage in many ways. Below are tips on how to optimize your content and get your company set up for voice search.

How B2B Companies Can Optimize Their Website for Voice Search

Have a strong presence on mobile

Since mobile is an essential platform for B2B buyers, it only makes sense to boost your efforts in this channel. Get into the frame of mind of your target audience: B2B customers are always on the go, becoming increasingly dependent on mobile devices to perform certain functions in their work.

How do you do this? You have to start by improving your mobile UX and UI. While it’s not explicitly related to voice search only, it does impact your overall SEO strategy. Google prioritizes websites that are optimized for mobile since it’s now a ranking factor. It signals them that this particular website took time to fix its structure to be more helpful for visitors.

First, do a checkup. Google has a free mobile-friendly test that gives suggestions and points out errors on your site. Next, address any issues stated. If all seems to be working fine, do some speed loading tests and see if your website is up to par with customer expectations. Remember: B2B buyers are looking for professionalism and information right at their fingertips. If you keep them waiting long or have a disorganized page, they won’t think twice to look elsewhere.

Build an FAQ page

In line with providing as much information as you can on your website, creating an FAQ page will help ease the worries of your B2B audience and get what they need without having to contact your reps. Anything that can save them time is a great thing. This will shorten the dialogue and decision-making process for them if they want to hire your services or not.

FAQ pages also allow you to mirror the queries that your audience may be asking their voice assistants. The key here is to make sure you’re writing them in the first-person perspective and making them sound as natural as possible as if you’re speaking to a colleague. 70% of voice searches are conversational, which is why this tactic works. Give short, direct answers that provide just the right amount of information you can share, and use internal links to redirect them to in-depth discussions.

Aim to rank for the featured snippet

SEO used to focus so much on getting the first position on search engine results pages, but now, Position Zero is aiming to disrupt that goal. Targeting the featured snippet for your service pages or blog is one of the fastest ways to get your audience to notice you.

Featured snippets are what voice assistants read aloud to a user in response to their query. That’s a big deal and tremendous opportunity. In the voice search universe, you’re not competing with other blue links for your buyer’s attention—it’s all or nothing. If you don’t have the top spot, you risk the reputation and sales of your business.

Ranking for the featured snippet takes time, which is why you have to get right down to optimizing your content as early as now. Here are a few pointers on how to get the coveted spot:

Be specific and answer a query thoroughly. Focus on who, what, and why questions that will allow you to explain the answer with enough context thoroughly. Don’t throw in unnecessarily fillers; stick to the facts.
Format your content properly. Let search engines crawl through your page faster and clue them in that your page has the most complete and organized answer to a specific query.
Always churn out high-quality content. This tip won’t let you down. You can’t come up with thin material or trick your way to getting recognized by Google. Focus on quality rather than quantity.

Target voice search queries

What are your web visitors asking that lead them to your website? Focus on those queries and make sure you have pages or articles that will answer those questions or mention specific keywords that were in the question. You can use your insights as a springboard for future content or promotion so that you can increase your visibility online.

With the proper SEO analysis tools, you’ll be able to uncover the top questions asked about your brand. Voice search queries usually start with “what” or “how,” and contain the words “best” and “top.” Focus on educational pieces and showcase how your services come out to the top. Creating articles with these in your title also works, even if it’s a list that includes yourself and your competitors. The brand recall will be much higher, as they consider you to be the expert of the field.

Prioritize long-tail keywords

Even if people are speaking to (invisible) voice assistants when they make queries, they will be inclined to use natural language instead of shorter keywords they’re used to type. This means complete sentences versus phrases, making the keywords specific to voice search longer.

The good news is, it’s much easier to rank for long tail keywords versus shorter ones. Take the query “voice search,” for instance. At the time of writing, there are over 1.7 billion search results relating to the topic. However, if you narrow it down to “best practices for voice search SEO,” results narrow down to about 16.5 million. Yes, that’s still a lot—but you’ve significantly reduced your competition by focusing on more specific keywords that your voice searching audience would be using more of anyway.

Long-tail keywords make up 70% of all keywords, so make sure to include these longer terms for higher chances in appearing on voice search results.

Use conversational language for your content strategy

Why stop at long-tail keywords? You can adopt the conversational technique across all of your marketing and content channels. As long as it’s on-brand, make it a habit to talk to your B2B audience like a professional colleague, where they can learn from you but not feel too intimidated by the content you’re putting out.

The more you train yourself to churn out content using natural language, the more your website will rank higher in voice search. You might be unintentionally including strong keywords you didn’t know you could be ranking for, as you get deeper into the headspace of a customer who uses voice search to locate your business.

Get your business listed

Google My Business is a great way to help your company appear in the global directory of millions of businesses worldwide. It provides your address, lists your operating hours, and can also include your contact information. When your business is listed, you will earn a snippet in SERPs containing all of that information. If a customer is interested in looking for professional services in a specific location, your company will appear in that shortlist too, maximizing your reach.

Local SEO is an integral part of voice search. Stats show that 46% of voice search users look for local businesses every day. Plus, mobile voice searches are thrice more likely to be local-based than text. If you’re not hooked up on Google My Business, you’re losing a fair amount of money to users who have no idea where you are. Including location information gives your visitors some peace of mind of where you’re operating too, versus some company that can disappear into cyberspace.

If you have a brick and mortar store, local SEO can help point voice search users to your place. This is relevant for shops like restaurants, malls, convenience stores, and the like.

Develop your brand voice

While there’s a lot of suggestions here on how to structure your content and which keywords to focus on, your business won’t fly well if you don’t develop your unique voice. Every company out there will struggle to be original, and that’s a good thing. Imagine a user coming across content written the same way among three different websites—no one wants to read the same thing online.

Users look for your unique selling point (USP), so give them that. Study your competitors, see what’s working for them, but don’t stop there. Take a look at what’s not been done before and aim to see how you can spice things up. Make things uniform, too. It’s crucial to sound consistent across all pages so that your branding looks and sounds solid—bonus points to your audience.

Make Voice Search a Priority Today

Voice search is bound to become an invaluable lead generation tool in the B2B industry. It’s up to your company to learn how to harness its potential and make the necessary steps to get ahead of the game. The voice search craze is not going to happen in the future, as it already exists today. Numbers will continue to grow, users will multiply, and it’s only a matter of time before all searches are done via voice.

If you’re looking for direction on where to start, doing the steps mentioned above will already put you in a better place versus the rest. If you’re aiming for the top, it would be better to tap experts to help you out on this journey. Voice search is a diverse field, and a lot can happen in a short period. The Voice SEO team can help break down the process for you and work with your business to dominate your B2B industry.

Apr 07 2020

Voice Search SEO for Alexa: How to Optimize for Amazon’s Smart Assistant

Much like the evolution of voice-recognition technology that paved the way for smart assistants, e-commerce giant Amazon went through similar progress that allowed them to become one of the businesses to reach $1 trillion in market value. Not bad for a company that started as a humble bookstore.

However, Amazon isn’t content with innovating e-commerce. Products and services like e-book reader Kindle and digital content platform Amazon Video have proven that the Seattle-based company is also trying to influence other aspects of the consumers’ digital experience. With the continuing surge of voice-enabled software and tech, it’s no surprise that Amazon has also dipped their toes into it.

Alexa: Amazon’s Foray into Voice Tech

In 2014, Amazon launched Alexa, its first smart assistant, integrated into their smart home speaker Echo. Alexa does what other voice-enabled assistants do—look up information to answer to queries, play songs, order food, call, and many other tasks. One of the major differences is that it wasn’t initially integrated into a smartphone (though it now has an app), so it can be used completely hands-free.

It’s also no surprise that Amazon’s voice-recognition software places particular importance on shopping, allowing users to order products by asking it to search for an item off Amazon. Alexa will reply with the item and its price, and then ask a 4-digit security code to validate the order.

One caveat to this is, for now, Amazon Prime members are the only ones who can shop through Alexa, and only select Prime-eligible products, as well as specific product types, can be purchased.

The Influence of Amazon’s Choice in Alexa SEO

For Amazon sellers, being awarded the Amazon’s Choice badge can significantly influence their optimization and how they appear to consumers looking to buy something off the platform.

Amazon’s Choice is given to “highly rated, well-priced products available to ship immediately.” Essentially, this means that an item has been bought many times, and customers were satisfied with it based on Amazon’s reviews data. More importantly, when shopping using Alexa, the badge means that the smart assistant would recommend a particular item when a specific keyword is used.

It was created for a seamless voice-shopping experience, where consumers can’t see all their options. It also helps buyers maze through millions of listings easily, especially when they are searching for something relatively generic, and is a way to combat choice overload when choosing through a range of almost identical products.

One of the problems, though, is that for many categories, several options fit Amazon’s Choice generic description. It doesn’t help that the company isn’t as transparent about how products can land the coveted badge. However, there are a few clues left on Seller Forums that sellers can incorporate to maximize their chances of landing the award. According to a response from the company:

“We don’t offer Amazon’s Choice for all searches. Amazon’s Choice recommendations are selected by taking a variety of factors into account including popularity, rating, and reviews, availability, shipping speed, amongst other factors….’

‘There is not currently a means of requesting that your product be selected as Amazon’s Choice for a given search (keyword). Selections are constantly updated, so continuing to offer high quality, well-priced products to your buyers will give you the best chance to be selected as Amazon’s Choice.”

In conclusion, Amazon’s Choice heavily relies on:

High customer rating
Availability to ship via Prime or by Amazon itself, if not always sold by Amazon
Low return rate
Competitiveness of price

7 Ways to Optimize for Amazon’s Alexa

If you’re peddling your products on this e-commerce site, you’d definitely want to be part of the few chosen for Amazon’s Choice. But since this isn’t the only prerequisite for Alexa to reply your items to consumers who would use the smart assistant when buying, you’d also want to look at other techniques that would help you win Alexa’s favor.

1. Do keyword optimization for your Alexa SEO

Several Amazon sellers believe that keyword is significant in voice-enabled purchases; that adding or removing a word can result in different recommendations. For instance, “toothpaste” may turn up Crest 3D White, but “best toothpaste” may show Cali White, a lesser-known toothpaste brand.

Keyword optimization has always been a necessary tactic in SEO, and for Alexa SEO, it’s no different as it helps search engines understand what your content (in this case, your product and the product page) is about. Obviously, the first step in keyword optimization is finding the best ones. There are two types of keywords you need to look for:

Primary

A primary keyword is one that is highly relevant to your product, brand, or industry. To find this, enter a topic or term into Alexa’s Keyword Difficulty Tool, then use the Relevance filter. Make sure that the keyword is also popular with users, so look for those that have a high popularity score.

It may also be best to go for low-competition keywords that are within your range and easy to rank for. Alexa’s Marketing Stack assigns a competitive power score that also indicates keyword difficulty depending on its competitiveness. Keywords highlighted are those within your competitive range.

Secondary

Once you have a primary keyword, perform new research to find 4–5 relevant secondary keywords. These are terms closely related to the primary keyword that add context and send signals to search engines. A simple way to find these is to enter the primary keyword on Google search and look at the list of related searches. After which, you can start creating your content.

2. Be present on Amazon Prime

As earlier mentioned, voice-powered purchases with Alexa is only possible for Prime members for now. That is why you need to make sure that your products are available here. Prime subscriptions (with fees payable monthly or yearly) mean that customers can enjoy two-day shipping for their purchases. Items labeled Fulfilled by Amazon (FBA) are part of this program.

FBA means that sellers send their products to Amazon warehouses to let the company handle its delivery, returns, and customer service. Being available on Prime comes with a price, though, which you should be familiar with before you apply for it. Amazon has a calculator that can help you with that.

If you’re a merchant that sells large, expensive, or hard-to-ship items, FBA may not be useful for you, but that doesn’t mean that you can’t be part of it, considering how valuable it is for your bottom-line. For that, Amazon has another program called Seller-Fulfilled Prime, which allows products to get the Prime badge, making it eligible for Alexa orders, and still ship from the merchant’s location.

3. Be proactive in managing product reviews

You should be aware of what people are saying about your products and services; even more so if you’re trying to earn the Amazon’s Choice grant. Manage your buyers’ ratings and reviews through follow-up emails. Encourage them to leave positive feedback on your page if they are satisfied with it.

Don’t neglect the unhappy ones, though. Forward their concerns to your customer service department so you can help solve whatever problems they had about your product or service. Customers can remove old negative reviews, so there’s value in reaching out to them.

However, do be cautious about offering promos in exchange for positive reviews. Amazon is aware of such practices and believes that it has a damaging effect on customers’ trust in the review system. Because of this, they have started fighting back against low-quality reviews and removing reviews that look fake. Offenses like these may put your seller account in danger of suspension.

4. Optimize your product pages

Despite most of the steps being almost similar to your standard optimization techniques, Amazon is not Google. They do not care about CTRs, dwell time, or fresh content—the only thing that matters is if presenting your product as a search result leads to a transaction. One thing Amazon and Google may agree on is banning black hat techniques such as review and rank manipulation.

Here are the best, legitimate ways to optimize a product for Amazon searches:

Images

Amazon has photo guidelines for each category; make sure to follow them. You can use as many photos as allowed, but make sure that they are all high quality and high-resolution. A picture with 1000 x 1000 pixels will enable desktop users to zoom in and look at details. Providing the zoom feature is a proven way to increase sales. Use lifestyle shots or show scale only for secondary images. Don’t forget to use your primary keywords in the file name and alt tag, as well.

Title/Product name

This is one of the most critical factors in ranking for particular searches and helping the buyers understand the product they are looking to buy. Amazon has a title formula for every category. For example, a particular type may require the product color, brand name, model, and size, all in the title. Focus on readability, include vital information, and avoid marketing phrases.

Bullets and descriptions

Amazon’s terms of service state that bullet points and description aren’t necessarily significant in ranking organically on the site. However, with m-commerce becoming the norm today, you may want to focus on the description, which appears above the fold, and bulleted lists are a more organized way of constructing your product descriptions. This way, your customers can instantly view the specifications of the product without having to scroll down for too long.

Keywords

In Amazon, you don’t need to repeat words to increase page relevance for the term. There’s also less emphasis on the sequence of words in a phrase. It understands each word in the phrase and considers all combinations that may be derived from it. For your part, you can put words in the order that makes logical sense.

You should also utilize every keyword possible in the structured keyword area. It can fit seven words per text box, allowing you to stuff them with every possible relevant keyword.

Structured data

This will help buyers filtering their searches. Make sure that your listings have all the relevant filter items, such as color, size, organic, BPA-free, and others. Utilizing filter terms will help your products appear in relevant search results. Supplying these data could help your product become Amazon’s Choice for a set of filters. Of course, you’re helping buyers narrow down their search, too.

Other standard keyword optimization techniques that you can follow are:

Use primary keywords
- Ideally near the beginning of the meta title and SEO meta description
- In at least one subheading
- In the first paragraph of the copy
- Near the end of the page
- In the permalink
Primary keyword density is at 2%
Use semantic search phrases to reinforce topic and primary keyword
Use all secondary keywords at least once
Have between 300 and 10,000 words of content
Permalink is less than 128 characters
Meta title is unique with less than 66 characters
Only one meta title tag on a page
Meta description is less than 320 characters
Put high-quality outbound links that lead to related content

5. Make sure your website loads fast—on desktop and mobile

During the 2017 Prime Day, it was found that the average loading time of Amazon pages for desktop was 2.3 seconds and 1.14 for mobile. There’s no denying the impact of fast page speeds in the conversion process, especially considering that the modern consumer isn’t too keen on waiting on slow-loading pages and will quickly move on to the next.

Some of the steps you can take to make sure that your product pages load quickly is to (a) cut a few bytes from it to make it lighter to download on the browser; (b) minimize third-party hosts or other elements; (c) use content delivery networks, and; (d) design it in a way that core content loads first than the non-essential items. More importantly, you can let professionals run a speed test to advise you on other techniques.

Another thing to consider is mobile adoption. The total m-commerce sales in 2018 were at $1.80 trillion and are still expected to grow over the next few years. Many voice-powered searches are done through mobile, and not having a responsive mobile site could mean lost sales. Work with an experienced web developer and get things going.

6. Improve your social media visibility

Since Alexa can be used to do many things, including making voice search queries, it can reply with different kinds of results, too, such as editorial content. Human-made recommendations can “help customers on Amazon with product research and discovery, by bringing them helpful content from third-parties,” according to a spokesperson for the company.

These third-party publishers may also include social media sites. When your business is active on social media, not just in Amazon, you may eventually help your prospects find your products and services and increase your sales. Post useful content on Twitter, Instagram, Facebook, and other sites you prefer daily. Not only will this help attract voice searchers, but it can also make you look more credible.

7. Partner with Alexa SEO experts

Learning how to optimize your Amazon product pages, as well as other websites, is easier when you’re working with professionals that can offer the best Alexa SEO services. It’s a lot safer when you get a third-party to do SEO for you, instead of doing it yourself, especially since voice search is new territory. Having a voice search SEO partner is a wise investment that can help you improve conversions and, eventually, grow your business.

Help Alexa Find You Now

Amazon may have kick-started the dominance of e-commerce, but even outside of the website it’s apparent that the industry will continue to grow especially with the rapid advancement and adoption of voice tech. You can expect more e-commerce platforms in the future, but it’s foolish to overlook Amazon’s current winning streak and not take advantage of it for your business.

Continually optimize your Amazon pages and aim to be the top recommendation for your chosen keyword. In time, you may be deemed worthy of being Amazon’s Choice and become the answer picked by Alexa.

Apr 07 2020

The Ultimate SEO Audit Checklist for Voice Search SEO

Digital assistants have changed the way people search. It’s evident in the way consumers have adapted to AI’s accessibility on mobile and home devices. You see it in the form of different names such as Siri, Alexa, Bixby, Cortana, and Google Assistant. They make life easier by minimizing the need to type queries and by providing answers more efficiently .

Voice search essentially changes the game for SEO and digital marketers. According to a 2018 local business study in the US, 58% of consumers use voice search to find local businesses on a near-regular basis. ComScore predicts that by 2020, voice search will contribute to 50% of all search engine queries. That’s a significantly sizeable amount of users who you won’t want to miss visiting your website.

What does this mean for optimization? Because searchers are increasingly using more conversational phrases when interacting with digital assistants, the construction of queries have also changed. Gone is the need to skimp out on keywords as a means to lessen the effort in typing.

A question can be asked as candidly and as long as desired because the more specific they are, the better the chance of getting a relevant answer. In effect, SERPs now also feature richer results ranging from Featured Snippets, Knowledge Graphs, video carousels, and many more—making it even more challenging to stand out in search results.

The rapidly growing presence of voice search only makes things like mobile-friendly pages, site speed, and linking structures crucial aspects to optimization. A thorough SEO audit will allow you to see where your site currently stands and how much you’ll need to prepare for voice search optimization. It might seem overwhelming with all that needs to be considered, but with the right audit checklist, it’ll be a cinch nailing everything you need.

Below is a foolproof list every SEO and digital marketer needs to include during an SEO audit prior to optimizing for voice search, to hit better rankings and engagement.

SEO Audit Checklist for Voice Search

1. Check your Organic Traffic

The first and most important task in starting your audit is taking a look at your organic traffic. From here, you’ll have a good idea of where you’re currently at in terms of your optimization success and how you can drive it even further. This point of reference will be able to help you identify your plan of action based on what to improve and how best to enhance the different parts of your website.

When checking your organic traffic on Google Analytics, make sure to set the right filters on your results. You’ll want to remove the irrelevant data, which includes yourself and your coworkers. Your best bet for this is to use IP address filters.

Ideally, your traffic within half a year or more should be going in an upward trend. Don’t worry if it’s flat or declining as there’s been a 37% drop in organic clicks because of richer results on both text and voice search. The good news is, you can always optimize through a variety of means to improve your site’s success.

Some key metrics you’ll be able to look further into from organic traffic analysis on Google Analytics:

Devices. It’s a good way to measure what percent of your visitors are on desktop or mobile, so you know if you need to adjust your strategies.

User location. Identify where the concentration of your traffic comes from. From here, you can also see if there’s potential to expand your business to other locations.

User site navigation. You’ll be able to know if their behavior is going as planned and then determine if you need to adjust.

2. Asses if your site is mobile-friendly

Almost 60% of queries on Google are made via mobile devices. It was also found that smartphones are the most used device for voice search.

If that isn’t enough to strengthen the need to ensure that your site is mobile-friendly, Google has also started implementing mobile-first indexing. This effort is primarily made to address the growing rate of mobile searches, surfacing pages that’s ready with mobile-friendly content.

Assess your site’s mobile friendliness with these tools:

Google’s Mobile-Friendly Test. It views your site just like Googlebot and gives you a straightforward answer as to whether or not you need to make improvements on your site.
HubSpot’s Website Grader. It conducts a thorough check of your website, showing your page on mobile view and determines if it’s responsive enough.
BrowserStack. It allows you to view how your website looks on different kinds of mobile devices.

3. Evaluate your site speed, then find and fix indexing problems

In 2018, Google announced that page speed would be included in the ranking algorithm for mobile searches. This implies the necessity to double check your site speed and boost its performance by fixing any indexing problems. You can do this a number of ways.

A free and recommended platform for checking your site speed is Google PageSpeed Insights. Through it, you’ll be able to identify your page performance directly with a general score and get actionable tips to improve your current position.
Run speed tests with tools like GTMetrix and Webpagetest.org. You’ll be able to identify what exactly is slowing down your page.
Run crawling programs like Screaming Frog, SEMrush, DeepCrawl, and Ahrefs to see if you’re accidentally blocking pages you don’t want to be blocked with robots.txt file.

4. Improve on-page SEO

Beefing up your on-page SEO is good practice for boosting relevant traffic on your site. Luckily, you don’t necessarily have to apply on-page SEO to all your pages. Choosing a handful of key pages will be able to do the trick.

Ideas for selecting pages to improve:

Pages that rank well but hold potential for bigger success
Pages that target specific keywords
Pages that get significantly less traffic than other pages on your site

Some key points to kickstart this part of your audit:

Are you maximizing your keywords? Implement your keywords well. They should be on on your URLs, title tag, headline tag, and description?
Are you using modifiers to your titles? Add modifiers on your headlines. This helps your site rank for long tail keywords.
Are you applying LSI keywords to your content? Use Latent Semantic Indexing keywords on your page. These keywords help Google identify the main topic and attribute it to the relevance and legitimacy of your site.
How is your site’s link profile? Add internal and external links to your content. This strengthens your pages’ relevance as well as your own website’s relevance to other sites.

5. Set Up Keyword Rank Tracking

Monitor how your pages are performing for a variety of keywords. Once you know which pages aren’t performing well, you’ll be able to look into keyword targeting and improve the credibility of your page as needed.

SEMrush is a handy tool for getting the job done. It finds keywords your site ranks for. It’s a great way to figure out if you should refresh your keywords with new additions or drop any old ones.

6. Analyze Your Backlinks

Google’s top 3 search ranking factors include links. In a Google Search results analysis by Backlinko, it was found that backlinks do play a significant role in rankings. These external links, after all, are basically other sites vouching for your website’s authority and relevance to related content. The more websites there are that “vote” for you by linking to your pages, the better your ranking will be.

This, however, doesn’t mean that just any link from any other site will work. These external links still need to come from quality sources, which is why you still need to analyze your backlinks. Here’s what you can do:

Run a quick analysis with backlink tools. Some great tools are Ahrefs or Moz.
Monitor your domain authority. This tells you whether your site is credible based on the amount and quality of your backlinks.
Check for quality links. Are anchor texts valid and relevant to your domain, or are they simply spam keywords? Do these come from real websites that have content related to yours, or is it irrelevant?
Disavow links that you see unfit.

7. Check for and Fix Broken Links

Broken links are generally bad for your site. If a user clicks on a link to your site and sees an Error 404, you lose a visitor and essentially prompt them to look for an answer elsewhere. When search engines crawl your website and come across a broken link, it can stop the spiders from indexing. You, therefore, lose both ranking potential and site visitors who could’ve become paying clients.

Find broken links on your site with tools like Broken Link Check or Ahrefs. These can help you determine which pages are broken. If there are pages you want to rank that are affected, get around to fixing them ASAP.

8. Optimize For UX Signals

UX affects the way a user finds v a lue in your website. When a page is created with a user’s experience in mind, they’ll be able to see content relevant to their direct concern as well as intuitively find related content on your other pages.

Some UX signals you must optimize for:

Organic CTR. Make sure that your title tags, descriptions, and URLs employ your targeted keywords.
Dwell time. Enrich your page with content such as text, videos, and images that are relevant to the user’s intent.
Intent Optimization. It’s important to match your content based on your target audience’s intent. Review your main and long tail keywords to see that your content answers users’ questions.

9. Check and Fix Internal Linking Structure

Having a solid internal linking structure can set you up for success. Through it, you’ll be able to help both visitors and search engines better understand the relevance and relationships of your pages as well as their value. You can build up your internal linking structure a number of ways:

Link to cornerstone content. When your content mentions related terms that are fully explained in other pages (cornerstone content), take it as an opportunity to link to them.
Mention related posts. Similar to linking cornerstone content, having a list of related posts below your page content would also be able to let users find more value in your site. This will let them find useful resources they can also refer to.
Add navigation links. Strengthen your cornerstone content with direct links to them from your navigation bar or homepage.

10. Use a Site Audit Tool

Check the overall health of your website with SEO audit tools. They give you a more thorough look at what you might be missing in your own checks. You’ll also get a list of recommendations to optimize your site better, which proves tremendously helpful when there are frequent algorithm updates you need to be cautious of. Neil Patel recommends full SEO audits every quarter with mini-audits at least once a month.

Some good site audit tools are Seobility and SEMrush. With these, you’ll get a full sweep of your site and figure out actionable plans to improve your pages. Remember that while tools provide a wide variety of functions that can help you audit and optimize your SEO strategies for voice search, tools are only as good as its user.

11. Content Audit, Content Gap Analysis

Conducting a content audit and analysis evaluates the quality of your pages, accounting for the indexed content on your website. It focuses on which pages perform best, which topics are missing key supplementary articles, which needs updating, retention, and removal. This ultimately helps you better strategize the way you manage and produce your content to build value and authority for your site.

Perform Content Audits for Effective Voice SEO

With the entrance of voice search in the form of digital assistants seen mostly on mobile devices, the way people search on platforms like Google has changed. Factors like longer searches, colloquial terms used in search, and location make optimizing a bit more of a challenge. Add to the fact that search engine algorithms go through a motion of frequent changes, the importance of conducting regular SEO audits comes to light in an effort to keep abreast of everything.

An SEO audit gives you the rundown of your website’s overall performance. It’s an essential part of optimization that lets you see if everything is running smoothly or if there are things on your site that are affecting your ranking and user satisfaction. These are things you can only find with a thorough analysis of your site’s organic traffic, mobile adaptability, user path, content, architectural structure, and internal and external linking.

Insights from an audit also give you a better understanding of how best to approach your SEO strategy to build your site up for success. You may find the need to retarget with your keywords, adjust your site navigation, or do some kind of overhaul to boost authority, traffic, engagement, and eventually a strong following.

Likewise, an SEO audit serves as a great point of reference for your website’s current status, which will help in the long run. The benchmark will allow you to see just how much change there needs to be before you adapt to voice search optimization, which is likely where the future of search is headed.

Apr 03 2020

How to Hire the Right Voice Search SEO Agency

They may not be as sophisticated as J.A.R.V.I.S. or F.R.I.D.A.Y. (yet) but voice-operated machines have come a long way since we were introduced to SIRI. No longer fumbling in word recognition, voice search has evolved from just knowing the words to knowing the intent of the user asking.

In a recent study some 53 million people now own at least one smart speaker in their household. This phenomenal growth of voice-activated gadgetry is reshaping consumer behavior by the daily.

Voice search is essentially speech recognition technology. You literally talk to your phone or smart speakers and ask it whatever question itches your mind and you get an answer! According to ComScore, searches are more likely voice generated than typed by 2020.

These items are now the center of the household and consumers prefer talking to their voice-activated virtual assistants instead of having to type in their searches or inquiries. Consumers are also more akin to this new technology as it makes life easier and it makes it seem that you’re only talking to a friend.

This new “relationship” of human and machine is a doorway for brands to step in as part of the experience. You would want to optimize for local searches and use structured data so Google would rank you high. But how?

To do this, it is best to hire a voice search optimization company who can ensure better traffic for your website and making sure you appear on the top search results for these voice search inquiries. We have listed a couple of ways on how voice search optimization can help you.

How Voice Search Optimization Can Help Your Business

They Do the Digging

Like any other business, you have to be wary of your competitors. By having a good voice search optimization company in hand, you have a specific group who would do just that for you. They can research on what keywords your competitors use to get to top search results and develop a plan on how to eclipse them. Overtime, by knowing your competitors, your voice search optimization company can better construct campaigns that are sure to deliver the best results for your company.

They Study You Too

A little introspection goes a long way. A good agency knows that it is imperative that they research on the company they are working for to develop tailored strategies. A voice search optimization agency will want to know historical data on how you have run your company’s marketing approach in the past and your goals for the future in order to create the apt campaign that will ultimately be beneficial for your company.

They Know the Words

Specifically, keywords. The most important factor in creating an effective voice search optimization campaign is knowing the top keywords that will land you on the top results. A good voice search SEO agency will research not only keywords but phrases that are most likely spoken by voice search users. Developments in speech recognition have been astronomical that it has become an integral part of life by a huge chunk of the population (millennials). An agency should be adept in this field because using the proper key phrases drives traffic to your site and create potential clients for your business.

They Know How to Use Those Words

In line with knowing key phrases, any voice search optimization agency knows that creating content around keywords will rank you to better search result standing. A voice SEO agency will create valuable content around the topic using key phrases to rank higher in Google search result.

They Will Optimize Content

Another crucial task that a voice SEO agency can do for you is optimizing content that’s already there. Typed inquiries may yield different results from spoken questions and by having an agency who can tailor the content you already have to pop up in voice-search results is going to be good for your business.

They Will Enhance Your Pages

It’s in the name, a voice search optimization company’s general task is to optimize your site. This means creating content that will land you on position zero in a voice search result through carefully crafted campaigns backed by extensive research.

Why Hire a Voice Search SEO Agency?

Online presence is one important facet of running a business in this day and age—and a huge important facet at that. Having someone who can professionally handle all things online for you gets a chunk of the work off your plate and lets you focus on other aspects of your business.

Aside from what a voice SEO firm can do for you, there are also other benefits you might not have thought of in hiring one. Above, we have listed the things that a good voice search SEO agency will do for you, with those in mind, here are the benefits you get when you find and hire the best voice SEO company for you:

You Get Time Back

Imagine having to learn algorithms and analytics on top of running a business, daunting, right? But by hiring a reliable voice search SEO services relieves you of all that technicalities. You can use the time you would use in crafting content, scouring competitors’ strategies and keywords, and learning a whole new element of running a business to actually running your business. Another plus side, you can use that time for your personal life!

Your Online Presence is Taken Cared for

With more and more people relying on the internet for just about everything, your online presence is of utmost importance. Your site needs to have a good user interface, your multiple social media accounts must be updated and go with what’s trending, and overall, your presence needs to be relatable and optimized—all of which you can get by hiring a reputable voice search optimization agency who knows their stuff. Imaging doing this by yourself!

Your Rankings Will Rise

Increased site traffic translates to, ultimately, potential revenue. Working with a voice SEO agency helps you rank better, if not, the best, in voice search results which equates to higher chances of landing would-be clients for your business. With tons of competition, a voice optimized site gives you a significant lead.

What Makes a Great Voice Search SEO Agency?

Say you’re sold on the idea of hiring a voice search optimization agency, you know what they do and what they can do for you—but what makes a great voice SEO agency? Should they have shiny voice SEO proposal promising you overnight success? Should they use state-of-the-art marketing pitches to solidify themselves as the best agency to do your digital needs for you? Should a great voice search SEO agency come in cheap? Are you supposed to get the one nearest to you?

If these questions bother you then fret not. We’ve gathered several qualities you should look for before signing a partnership.

They keep it real.

Have you ever met agencies hauling in flashy presentations and then falling flat on their promise? Well, a great voice SEO agency will give you no peacocking, no overpromising, and just setting you up with realistic goals followed with achievable results.

They do a complete voice SEO audit for your business website.

A great voice search SEO agency will do their homework without having to ask them to. They are expected to do an audit to better understand your current standing in voice search results.

They take time to know you.

Aside from your online semantics, they also take the time to learn about your business and industry, your customers, and your sales strategy.

They take time to know your competition.

What makes a great voice search SEO agency is the same as what they will do for your company. One of their most important jobs is to know your competition and devise a strategy on how to outrank them with results.

They provide you with different on-page voice SEO recommendations.

This refers to all the things you can do on your website to help you rank better in searches. It can be Meta Descriptions, Meta Tags, Body Tags, URL structure, and the likes. A good voice search agency can and will do this for you.

They don’t jump to highly competitive keywords with long tail keywords.

A good agency knows that there’s a need to find relevant and less competitive long-tail keywords on a specific topic in order to appear organically on voice searches.

They have good history.

There is a certain authority that comes with age. As with a good voice search optimization agency, you would want someone who knows the ins and outs of the industry. Client retention rate is important because it tells you that the agency has been working pretty well. It is also notable that even when you find a few bad reviews online targeting an agency you’re already set in hiring, don’t let it be a deterrent. Just remember to give your hunt for the best agency due diligence by researching.

They communicate well.

It only makes sense that you should go for an agency who communicates well since their primary role in your business is communicating with users via content. Reputable voice SEO agencies respond timely when you shoot them an inquiry whether via their website’s contact form, phone, or email. One more thing to look for is how well an agency communicates their pricing. If a voice SEO agency can comfortable lay out their pricing means they’re not hiding surprise fees for you.

How Do You Find the Voice Search SEO Agency Fit for You?

Do a quick Google search and you’ll find a multitude of voice search optimization agencies offering different kinds of services claiming to be beneficial to your company—but it’s not always the case. There are some good SEO agencies who haven’t yet adopted voice search optimization in their services. There are also agencies that have a wide array of services that they’ve spread themselves too thin. So like Goldilocks, you need to find the porridge that’s just right.

It needs to be reiterated that you shouldn’t just jump right into signing a contact with the first agency you see. We highly recommend following these steps on how to find the voice search SEO agency that’s best for your company.

Know what you need

It’s best to know what you need before finding someone to hire. Whether it be for just one campaign, a social media promotion, voice search SEO services, or a total website overhaul, knowing what you need and clearly setting your goals tailor fits what you will find. If you don’t know which area you need help on, you can get a digital marketing analysis done for you and a good agency would determine it for you.

List the data you want to track

Research, again, plays a big role in finding the best voice SEO agency for your business. Be sure to ask if the agency you’re talking to can track measurable data such as phone calls, site visits, click throughs, and many more. This means that the solutions they will concoct for you have basis and uniquely yours. You wouldn’t want a baseless strategy pulled from thin air.

Back-check on a prospective voice SEO agency

If you have honed in on a couple of agencies already, and you’re ready to sift through the options, a great way to get unbiased thoughts about them is by looking through reviews and testimonials online. A simple online search will let you stumble upon valuable critique from their previous clients. Another avenue you can take for reviews is by asking the agency itself to submit case studies and/or by requesting reference that will vouch for their capacity as a voice search optimization agency.

Stay away from “black hat” agencies

Black hat voice SEO agencies are firms that cheat the system. They buy a ton of links from useless websites, they use bots to generate views, they steal content from other sites, and use other dirty tactics to generate traffic. All of these methods get you a one-way ticket to getting a Google penalty.

Never trust anything that promises overnight success. The rule of thumb is, if they insist on retaining copyrights on all materials created for you—stay away. If you agree to this, they can easily destroy your online presence content, design, and strategy-wise.

Take them for a test run

Before signing anything, it is best to schedule a consultation whether online or in person with your shortlisted agency. The important thing is that you get a feel of how the voice SEO firm will handle your request.

Are they thoughtful enough that they conducted a respectable amount of research on your company? How do they come across to you? Do you think you will be able to work with this agency for the long haul? Important questions you can get a bearing on if you get a feel on how they work without cashing anything out just yet.

Set your voice search SEO budget

As with any venture, setting a budget aside is a must. Keeping in mind all these tips lets you know what you’re paying for but you should also define, and be clear early on, how much you are willing to pay. Refer back to the first tip in creating your budget—what is the amount you can and are willing to set to achieve your goal. Now of course, that doesn’t automatically mean splurging.

Many voice SEO agencies have packaged deals and price ranges you can always choose from. You can also check if they have a pay-per-month scheme that you can avail.

Voice Search is a Game Changer

It’s a cliché, but change really is constant. The way users search for answers has rapidly evolved from typing to speaking and businesses should keep up. Appearing on position zero is no longer achievable by just using a bunch of popular keywords and hoping it will land. Carefully understanding key phrases, much like how a person will phrase a question is needed to rank better in search results.

Your business’ significance in this day and age heavily relies on your online presence and relatability to the majority of consumers. Ergo, finding the best voice search optimization agency that will provide you with the correct campaign backed by research is definitely going to be beneficial to your company in the long run.

Optimizing your content to cater to voice searches means that there’s a higher chance that your site is where a voice-operated assistant will lead the user. Research shows that ranking high gets you a high bump in traffic which translates to increased potential revenues!

With so many agencies adopting this new service, it’s not uncommon to be confused on who to get for your business. Just keep in mind these tips and tricks and you should be all set.

Apr 03 2020

How to Build an In-House Voice SEO Dream Team

If you think SEO is highly competitive today, then brace yourself for the rise of voice SEO in the coming years. Voice search, which is predicted to comprise 50% of searches by 2020, will prove to be even more challenging for SEO. Sure, it has its rewards when done right, but that doesn’t make it any less difficult.

With digital assistants only pulling a single result, and with Google’s several SERP features minimizing the need to click on search results, ranking for voice search will be an uphill battle. Luckily, it’s a battle you need not face on your own.

SEO is not a one-man job. It’s a field that requires the collaboration of experts from multiple disciplines. The rise of voice search has only presented yet another field of specialization. And with more and more people leaning towards voice search, the need for SEO strategies specifically geared for voice search will similarly continue to rise. For your brand to remain competitive, you’ll need to invest in voice SEO.

You can outsource from an agency, or better yet, build an in-house team! Outsourcing voice SEO services is a good option if you’re working with a limited budget, but if your company has enough resources, why not be in full control of your voice search SEO efforts? Having an in-house voice SEO team will help you adapt to the demands of the market quicker while hastening the growth of your business.

3 Questions You Need to Ask Before Building and In-House Voice SEO

Building your in-house voice SEO dream team may sound like a good choice, but it’s not always the right one. When deciding whether to choose to outsource to an SEO agency or to build your own dream team, you will need to consider your company’s current standing and unique needs.

1. What’s your budget?

Outsourcing from another SEO agency will always cost less. SEO agencies have different services and payment options suited to your company’s needs. You won’t need to worry about the monthly salary of the employees you will hire, and you won’t need to worry about providing the right tools and equipment.

But if your company has enough funds and resources to start an in-house voice SEO team, why not consider it? Depending on your company and the industry you operate, having your own in-house voice SEO team may eventually be better in the long run.

2. What are the risks you are willing to take?

Several risks come with building your own in-house SEO team. One of the biggest and easiest risks to fall into would be recruiting the wrong people. Google gives everyone the privilege of learning how to do SEO for free (try searching for SEO and see for yourself). This seems like a big plus for people who want to learn, but it also makes it easier for pseudo-experts to claim that they know everything about SEO.

Outsourcing to an SEO agency will make more sense if you don’t want to risk hiring the wrong person. But just like an In-House Voice SEO team, there are also risks when you choose to outsource to a third-party agency. For instance, the agency you end up hiring may not be knowledgeable about your industry. This can lead to ineffective marketing strategies.

Of course, all risks have preventive measures. When building an in-house team, doing a thorough background check via interview and testing can help you find the right employees. When outsourcing, it pays to review the agency’s track record and the companies they’ve worked with.

With this example in mind, and what your budget will allow, what risks are you willing to take?

3. How much control do you want?

If you’re the hands-on type, then building your own in-house voice SEO team is the right thing for you.

One of the advantages of having an in-house voice SEO team is that you’ll have full control over the SEO strategies you will develop. Your table would just be a few steps away from your team, making collaboration easier. As such, aligning with your team and implementing changes when necessary is faster.

With an in-house team, it takes less time to produce and implement strategies that are highly targeted since your team would already be familiar with your audience.

If you want to focus on your core business function, outsourcing with another agency may be the better option.

You don’t have to spend too much time on building SEO strategies because the experts of the agency will be the ones to do it for you. At this point, you’ll be the client rather than the director.

All you need to do is discuss your business and evaluate the strategies that they’re offering to you. Once it’s approved, you can focus on other things in your business while they give you updates. The level of control you’ll have is less, but in return, you’ll get more time and effort for other areas of your operations.

How to Build Your Voice SEO Dream Team from Scratch

By now I’m sure that you’ve already decided that you want to build your own In-House SEO team. Building your in-house SEO dream team from scratch may seem intimidating at first, but don’t worry, we’re here to help.

1. Define your team culture

How your employees will work together and build relationships with each other will ultimately depend on how you structure your team. Managing an SEO team is a lot of work, and having the right structure will keep your team intact.

To develop the right structure for your team, you need to consider your budget, company size, and what team structure works best for your organization. Below are some examples of team structures:

Center of Excellence Model

The center of excellence (CoE) model is a centralized department that is composed of experts in a specific field (in this case, voice SEO specialists). For large companies with multiple branches, this could be a great option, especially if you do not have the capacity to build an SEO team in every location of your business.

Distributed Team

This distributed team model is ideal if you’re starting your team from scratch. You’ll be creating a virtual team wherein both on-site, and off-site employees work together to take on projects. In this model, you will need professionals who are independent enough to work on their own but can also collaborate with their colleagues without any issues.

A good example would be how designers and developers can work independently, but they must also collaborate with each other to ensure project success. Having a good sense of coordination will make sure that what they’re both producing are aligned to your SEO goals.

Hub and Spoke

Like the CoE model, it focuses on centralization that builds a hierarchy of control. The “Hub” will act as the decision-makers, while the “Spoke” will represent the workers. Having everything centralized, the policies and procedures of your organization will be implemented with more consistency and accuracy.

Establishing a hierarchy of control does not mean that one is of a higher position. Just like a car is built up of many parts, all parts work together to get the whole thing moving. There are different roles to be filled, but, in the end, everybody is on the same page.

Defining your team’s culture starts with how you structure it. With these models in mind, what’s the best structure you can apply for your team?

2. Consider the costs

Every single decision you will make will boil down to your budget. Keep in mind that SEO specialists are not cheap. During the recruitment process, you need to figure out your company’s needs and your team’s maximum capacity. Primarily, you will need to consider your company’s benefits and the hourly or monthly salary of each individual employee.

SEO Specialists aren’t the only employees you’ll need. Developing an excellent strategy requires experts from other fields. You need to consider the expenses of hiring content creators, project managers, link builders, and the like. Besides your employees, you must also invest in the right tools, equipment, and training to ensure that your employees can deliver optimum results.

3. Determine Your Goals

Once your budget is clearly defined, you can finally establish your goals. Setting goals such as traffic growth, increase in organic visitors, and better keyword rankings can be indicators of the roles you need to fill. Analyzing your company’s current metrics can help you discover your company’s gaps and treat them accordingly.

Once you know what you want to achieve and what your company needs, you’ll have a clearer picture of the things you should invest in. A clear goal in mind will help you make the right choices, from allotting your expenses to the materials and tools you need to hiring the right specialists.

4. Identify the roles you need to fill

You’ve set your goals, and now you’re ready to hire. When establishing a new team, it’s better to go with a top-down approach. You can start by hiring the SEO director and work your way down the organizational chart. Starting with the supervisors and directors is critical because they will help you in the building process while filling out any necessary gaps you may have overlooked.

6 Critical Roles You Need to Fill

Adapting to the voice search revolution can be a breeze when you’re working with an excellent team. Now that you’re about to commence with the hiring process, below is an imperative list of positions you need to fill to build a highly productive team.

1. SEO Team Manager/Lead Strategist

Every successful SEO team starts with a competent team leader. As mentioned previously, hiring the leader first will give you another consultant. The leader will tell you who you need to hire and recommend tools and materials for the team to succeed. Give your leader the right resources; they will help you get the team to where you want them to be.

You need to get someone who not only has the critical SEO expertise but also has the leadership skills necessary to manage a team efficiently.

2. On-page Voice SEO Specialist

Voice search changed how people look for information in two important ways:

Voice search keywords are significantly longer than text-based searches
70% of searches on Google Assistant use “natural language.”

A voice SEO specialist will help you adapt to the developments in voice search technology. In other words, you need to get someone who has a knack for identifying powerful keywords that has the potential to drive valuable traffic to your site.

Hire someone who has experience implementing voice search optimization tactics and knows how to use and maximize Google Analytics and other website optimization and keyword research tools.

3. Technical SEO Specialist

SEO Specialists are tasked with performing the technical side of SEO. Take note that site speed, proper site architecture, and structured data has become crucial ranking factors in voice search. Having structured data helps search engines crawl and read your content efficiently, which gives you better chances of ranking in the more competitive voice search landscape. Additionally, 53% of mobile users leave a site that takes longer than three seconds to load.

As such, it’s vital that you hire a specialist who is highly competent in performing and analyzing SEO audits, identifying site speed issues, has proficient knowledge in website architecture, and has strong experience in Google Analytics and Google Search Console.

4. Link Building Specialist (Off Page SEO)

If your content has more links, Google will recognize it as a credible source, giving your site a higher chance to appear at the top of the results page. Indeed, sites with a lot of links rank more often in voice search. Of course, they can’t just be any links; they have to be links from high-authority sites, which is why you’ll need a Link Building Specialist.

Hire link builders to promote your content through various link seeding tactics, and to continuously develop link building strategies for your site. Look for link builders who have excellent organizational, communication, and analytical skills, as well as a mastery of relevant link-building tactics.

5. Content Writer

Content is the heart of SEO. In order to keep your site optimized, you will need to attract people by consistently producing valuable content that educates, delights, and converts. With all the competition in the market today, there is no room for mediocrity; posting just any content is not enough. Hiring excellent writers who are knowledgeable in different fields will help your site produce timely, relevant, and engaging content.

Hire individuals who are not only excellent writers but are also proficient in optimizing content for voice search. For instance, having writers who know how to create articles that are optimized for featured snippets and other critical SERPs can make a huge difference in your voice SEO strategy.

6. Web Developer and Designer

Regardless of how good your content may be, you won’t find your site ranking up if it’s hard to use and navigate. While UX is not a direct ranking factor per se, Google still looks for features that indicate a positive user experience. With voice SEO and the fact that 60% of Google searches are done via mobile phones, having a good UX is more important now than ever.

Get a web developer to perform maintenance checks on your site to prevent any technical issues from holding your site back. Similarly, invest in designers to make sure your site is user-friendly, aesthetically pleasing, and provides a seamless experience for your visitors.

Final Takeaways

Having your own in-house team or outsourcing to an agency has its own pros and cons. In the end, it all boils down to your company’s current situation. While outsourcing to an agency may prove to be more cost-efficient, having your own in-house voice SEO team will may be more advantageous in the long run.

Don’t hesitate to consult with experts. Creating your own team of experts will require you to be hands-on, but you will get full control of everything.

Once you’ve determined your goals, you can quickly identify the resource you need to achieve them. Building your team from scratch is not an easy task but having these things in mind will make the recruitment process more productive and worthwhile. Having experts from different fields with a great sense of collaboration will ensure you higher chances of success with regards to your SEO efforts.