Building an SEO Campaign to Survive Google Algorithm Updates

If you’re a business owner, and you are currently investing a portion (or all of) of your marketing spend into Digital Marketing then you’ve probably been hammered the last four weeks. Search Engine Optimization companies and SEM gurus have been running their mouth for weeks about multiple Google updates. We’ve even witnessed a change in rankings, not from our clients or our own site, but from competitors websites and the sites they manage. So, we decided to address how we go about building an SEO campaign to survive Google Algorithm updates.

Search Engine Land, one of our favorite SEO & SEM News Sites, published a great article this morning about this very topic. In the month of July 2019, we were supposedly hit with three algorithm updates. The reason why we latched onto SEJ’s article this morning was because THEY got info directly from GOOGLE about how to prepare for future core ranking updates. Guess what? We were NOT shocked by their advice. Google, once again, said that content is KIND. Content, content, and more content. Quality content, informative content. So how do you handle all of these content requirements?

How to Develop Quality SEO Content

Writing content is vital to an SEO campaigns success. As a business owner, it seems simple to come up with amazing ideas to talk about. SEO firms have tried to make clients believe that this is hard. That’s a lie, it’s actually really easy to write about things. Just focus on the items you sell or services you offer. Perhaps you’re attending an upcoming conference, or you hired a new associate. These are all amazing things you can talk about. You just need to sit and think about what matters most to your business and what types of clients you want to attract.

Say for example that you’re a personal injury lawyer, and perhaps you are looking to increase the amount of car accident cases you get. You could take a past auto accident settlement case, and you can write about the ups and downs of fighting an insurance company in court. You could talk about laws in your state, and policy restrictions in regards to the dollar amount of settlements. In turn, if you’re a dentist, and you want to attract more cosmetic dental patients, write about your services.

Getting Your SEO Content to Rank on Google 

Once you select a topic to talk about, the rest is pretty easy. You just want to make sure you follow some basic SEO guidelines. Now, we believe in Yoast. Whether you like Yoast or hate Yoast, there are still valid points that Yoast brings up. Here are some really important things that we stress ourselves when we create and publish content for our own clients.

  1. High Domain Authority & Page Authority Links to build relevancy
  2. Getting a high readability score
  3. Watching our stop-word count and keyword density
  4. Making sure we get a good Flesh Reading Score grade
  5. Linking to inner pages that support your topic, but that don’t share keywords
  6. Keeping your content informative and interesting
  7. No duplicate content

How much content do I need to write per month for SEO? 

How much content is always a question we get from clients, and from our own reps. There’s no real right answer, but there are some things to consider. First off, back in June Search Engine Journal released an article about John Mueller’s opinion on content. In essence, it’s been recommended by multiple SEO agencies that a business blog about 10-16 times per month if they REALLY want to hit the organic rankings hard. Here is how we at Black Box look at content and the volume/amount needed per month.

There are two marketing platforms that need to be fueled on Google. Paid Search (Google AdWords) and Organic Rankings (SEO). Now, Google AdWords is super simple to explain from a refueling standpoint. Each click costs MONEY, and when you’re money is GONE, you need to add more cash to get more clicks. Super simple. The funny thing is this, you gotta do the SAME with SEO. You need to replenish your content. By providing quality information about your products or services you STAY relevant.

How can I add keywords to my content? 

If some SEO company has convinced you that they have a magic way to add keywords, or that there’s some “special” system for keywords, you’re being scammed. Look, adding keywords is as easy as typing. Again, going back to the fact that we love Yoast, we always recommend one topic point, or keyword, per page or post. If you’re an injury attorney, and you’re talking about car accidents, stick to car crashes. Don’t jump to Med-Mal or Trucking Accidents. Here are some additional cool tips for adding keywords.

  1. Make sure you use the keyword in the slug 
  2. Use unique meta descriptions and add the keyword plus the title of the page 
  3. Link to an off-page article that relates to the keyword
  4. Use the focus keyword in the first header tag 
  5. Try and use a minimum of four or five subheadings, with two using the keyword





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