Archives February 2020

Search Marketing: A Decade in Review

Can We Chill with Monthly Search Volume Already? 

OK, it’s 2020. To celebrate a new year and a new decade, let’s take a brief look at how search results have progressed over the past 10 years:


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An entire decade has passed between these two images.

During this time, we’ve seen self-driving cars, wearable tech, Uber, the iPad, and Instagram.

Scientists have captured the first image of a black hole. 

White Claws are a thing.

And with all of the above, we’ve seen Google shift from merely a search engine to a machine-learning robot with natural language process skills.

Meanwhile, in the world of online marketing…

we’re still using ~mOnThLy SeArcH vOlUmE~.


Despite the fact that Google has incorporated wildly advanced updates over the past decade, the search marketing circus hasn’t moved on from opening ~gOoGle’s kEyWoRd PlAnNeR~ every damn day.

To stress this further, here are the things I did in 2010 that would be weird if I did them in 2020:

  • Browse on Internet Explorer (RIP)
  • Call a cab
  • Mail my DVD back to Netflix

If you’d feel like the Flinstones doing the above in 2020, why are you still relying on an outdated metric, like Monthly Search Volume, to drive your digital marketing?

If this sounds like this is a scolding, it is.

You were warned in 2016, and not once, but twice, in 2018.

We’ve preached it at conferences, too.

pasted image 0 132From State of Search… over five years ago!

Yet, MSV, like a good ol’ flip phone, remains indestructible. 

MSV acts as a warm blanket for anyone wanting a marketing strategy, without needing more brainpower than a potato: find the topics with the most search volume, add the keywords to your content, bid on the terms, run the ads, and voila – done. ✔️

  • MSV isn’t a small business problem. Fortune 50 companies across the globe are still relying on this misleading metric every day to determine where to spend billions across Google & Bing.
  • It’s being used to build out pages & pages of junk content to drive “visibility” and “brand awareness,” that we’re all subjected to on your blog.
  • And MSV has also been the number one driver of the ancient fallacy that getting a lot of traffic means your marketing worked (and leads to the inevitable abuse of the phrase “brand awareness”).

Simply put, Monthly Search Volume is a metric that drives decisions based only on the potential for traffic, with zero regard for the potential for revenue.

Unless you can pay your bills in visits, this ain’t it chief.

Am I saying don’t use Monthly Search Volume, at all, ever? No, not necessarily.

Can you still use it directionally? Sure.

Can you still use a map from 1995 “directionally” for your next road trip? Sure.

Good luck. You might get where you’re going (it might take longer) or, you might end up in a Netflix documentary.

The same idea applies to MSV and Keyword Planner.

They can be useful, however, as an industry, we’ve been abusing them as a single, independent source of truth without any thought to other data sets (real pitfall examples ahead!).

…abusing MSV as a single, independent source of truth…

So, feel free to use MSV; but take it all with a grain of salt, save your valuable marketing lettuce 💲, and for the love of God, please don’t base your entire marketing strategy on it.

OK, so which tools and metrics should I use instead?

Seer has found success, not in using just a single metric, but in using several metrics from paid search data.

From click data to conversion data, PPC metrics put ‘traditional SEO data’ to shame.

Here’s what I mean.

In 2010, if I were selling peppermint essential oils, I would have built out tons of content and bid on these terms based on their search volume alone.


With paid data in 2020, I can see they don’t directly convert and I save myself valuable time and resources by not trying to rank for these keywords.

On the flip side, let’s say it’s 2010 and I’m offering payroll services.

Using MSV, I would have prioritized my organic and paid strategies based on only major, high-volume head terms.

In 2020, with paid data, I can uncover loads of long-tail queries (with technically ‘no’ search volume), that generated clicks and conversions, I never would have found through Keyword Planner.

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Each one of these terms generates one, maybe two clicks each, but they offer major advantages because they:

  • convert at much higher rates (we’re talking each click often a direct conversion, people!)
  • are way less competitive to go after via paid, or to rank for organically
  • in aggregate, generate a large amount of conversions

Yes. That’s exactly what I’m saying.

And, once you get that valuable data, you can optimize using it, and eventually get that converting traffic organically for free, making back what you paid for it and then some.

We have no shame and have done this very thing! We’ve run brief, focused, paid search campaigns purely for the purpose of data collection to better optimize for SEO.

After all, isn’t ROI the name of the game?

What if I Don’t Have Those Kinds of Resources? I’m Not Made of Money

That’s OK, too. The whole idea is to broaden our data horizons, people!

There are more resources to come, but in addition to using paid search data for keyword research, other great data sets we’ve had success with, that you can use to validate Monthly Search Volume and/or layer into your strategy include:

  • Search Console Data: to cross-reference Clicks and Impressions with MSV
  • Audience Research: such as customer interviews, customer reviews & forum scraping (webinar on the way!)
  • Site Search Data: to see how your users seek out certain content topics, and how that may contrast with demand data
  • Back-end Lead Data: to see the vernacular your qualified vs. unqualified leads use in form fills

Lastly, as an industry, search marketing is still struggling to be taken seriously, 10 years later. If we don’t advance how we approach search marketing, how can we expect to be?

Cheers to upping our game in this new decade.

Want to learn more about how to leverage paid data in your search marketing strategy? Sign up for the Seer newsletter for more tutorials and cross-divisional strategies.

VPN and SEO: Why professionals should care

Virtual private network (VPN) is a technology that stretches a private network across a public network. It helps you build a secure connection to another network over the World Wide Web. In other words, it shields your browsing activity from almost all kinds of investigation on a public network.

VPN is prevalent nowadays, but not for the reasons it was originally invented for. Initially, VPNs were set up to link different business networks together safely over the internet or allow people to access their business networks from home or any remote place.

Today, the virtual private network has been used for a variety of purposes, ranging from hiding/changing IP addresses, accessing blocked websites, encrypting data, and more. In this article, we will learn about how a VPN works and how you can use it for SEO purposes. However, before that, let’s have a quick look at the VPN market growth over the years.

VPN global market and users

According to stats by Statista, 26% of global internet users accessed the internet through a VPN in the first quarter of 2018. While in North America alone, 18% of people used VPNs and proxy in the first quarter of 2018.

In 2018, the global market for VPN was worth $20.60 billion that has constantly been increasing with each passing year.

How does a VPN work?

A virtual private network routes your device’s internet connection via your selected VPN’s private server instead of your internet service provider (ISP). For that reason, when your data is transferred to the internet, it comes from a VPN rather than your own device. In other words, VPN acts as an intermediator when you connect to the World Wide Web. It hides your IP address and safeguards your identity.

A virtual private network builds a secret “tunnel” from your device to the internet and keeps your crucial data protected through encryption.

Why should you use a VPN service as an SEO expert?

1. Search results across the globe

One of the most significant advantages of a VPN network for SEO experts is, it helps them see what search results look like in different countries. Although there are plenty of tools that can help with the same, nothing is like a VPN. It allows you to appear as a local, surfing the internet from the location of your VPN service. So, if you need to see the search results of a specific location for SEO purposes, you can choose the VPN provider having a server in that particular location.

2. Mask your real IP address

As an SEO professional, you have to work with sensitive accounts. If you don’t have that proper protection, the security of your client will be at risk. Luckily, a VPN can help with this situation.

With a VPN, it’s easy to change your IP address and stay anonymous online. Since a virtual private network gives you a provisional IP address from the chosen VPN server, it hides your real IP address. Therefore, people can’t track your internet activities. VPN allows you to surf the internet in absolute anonymity. Moreover, you can bypass filters and unblock websites. This is something that can be very handy when SEOs are up to research, especially competitor research.

3. Safe remote control

As an SEO expert, you might have to work away from your desks many times a day, which may result in security risks. Therefore, you must connect to a secure network that lets you access the information securely from any remote location.

A virtual private network helps remote users connect to their work network without revealing their work computer system to the entire internet. With a VPN, you can access your drives, email servers, and more safely because it creates an encrypted path for you to communicate with a server or other devices.

4. Improved internet security

Security is one of the biggest challenges most small SEO companies deal with. If you think cyber-attack is a big-business issue, you’re mistaken. According to an article published in Forbes, around 58% of cyber attack victims were small businesses in the year 2018.

Therefore, you must connect to a safe network when surfing the internet for performing different SEO activities. When you connect via a virtual private network, your data is kept encrypted. Thus your browsing information is kept protected from hackers. You won’t need to worry about as no one can track your internet and data activities. After all, VPN gives you a temporary IP address from your chosen VPN server and hides your original IP address. Therefore, you can transact sensitive information and other essential schedules for your business without worrying about hackers.

If you’re into any online business that requires the transmission of sensitive information or money, you must invest in good VPN software. It wouldn’t be wrong to say that it is one of the tools for startups to grow their business successfully. After all, until you have a safe network, you can’t create successful SEO Strategies.

5. Safe file sharing

An SEO expert has to share files with their clients and co-workers many times a day. As a result, it is crucial to look for a safe way to share important data.

Nowadays, there are plenty of ways to share files online. However, not all are safe. Most SEO experts feel paranoid when they share an important file that they can’t afford to get into the wrong hands.

Fortunately, a virtual private network can help you stay relaxed while you can share your files safely with a VPN connection. VPNs are commonly used for folder and file sharing. It helps you access files and folders stored on a network computer securely, regardless of where that computer is physically located.

Final thoughts

Considering everything together, we can say a virtual private network is an ideal way to mask your internet protocol address, so all your SEO activities are almost untraceable. It establishes a secure and encrypted connection to offer great privacy. Unlike most web proxies and hide IP software, VPN helps you access both websites and web applications in complete anonymity. If you’re also planning to set up a VPN, it is advisable to choose the one that is renowned and reputable. After all, not all VPN providers are equal when it comes to performance and security.

Roman Daneghyan is the Chief Marketing Officer at Renderforest. He can be found on Twitter @roman_daneghyan.

The post VPN and SEO: Why professionals should care appeared first on Search Engine Watch.

The Best Conversion Rate Optimization Tools for SEO – Lukas Haensch // Pathmonk

Episode Overview: Conversion rate optimization tools are key features of every digital marketer’s strategy to convert leads. Knowing which CRO tools to use is a challenging aspect to creating a winning conversion strategy. Join host Ben as he concludes his discussion with Pathmonk founder Lukas Haensch examining which conversion rate optimization tools and metrics brands should analyze and how merging SEO data with other resources can improve conversion rates.


  • AB testing and chat bots or widgets can be useful to testing and boosting engagement on your pages, and enhance activity from users to gain conversions.
  • Reacting in real time to user actions by providing the right information at the right time can enhance coversion rates by 40% or more.


Ben:                 Welcome back to agency month on the Voices of Search podcast. I’m your host Benjamin Shapiro and this month we’re focusing on understanding and optimizing the relationships between SEO agencies and their in-house partners.

Ben:                 Joining us today is Lukas Haensch, who’s the founder at Pathmonk, which is an AI-driven technology that provides an effortless customer acquisition channel to automatically grow clients from website and social media traffic. Prior to working at Pathmonk, Lukas also worked at a little company called Google. Yesterday we talked about how Google views technical SEO optimization and a bunch of great tips about how to optimize for site speed. And today we’re going to talk about how agencies can blend SEO data with other sources to optimize for conversions. Okay, on with the show. Here’s the rest of my conversation with Lukas Haensch, founder at Pathmonk.

Ben:                 Lukas, welcome back to the Voices of Search podcast.

Lukas:              Thanks. Thanks for allowing me back for round two. I appreciate it.

Ben:                 Excited to have you back here. Always an honor and a privilege to talk to an ex-Googler and hopefully have you spill some of the beans. And yesterday we talked a lot about how agencies can help their clients work with site speed, and honestly we just got into a million tips about how you can optimize your site to make sure that it’s showing up as quickly as it possibly can so you can rank well. So agencies or not, a really useful and interesting episode.

Ben:                 Today I want to talk a little bit about blending SEO data with other sources. And I think that this is relevant for the agency conversation, because a lot of the times when marketers are hiring agencies, they are not specifically just looking for SEO companies. And when you’re an agency, you’re not just specifically selling SEO services. Talk to me about blending the data that we get as SEOs with other channels. I know Pathmonk works with website data and social media to help optimize. Give us some tips for how we can blend all of our data together to have better conversions across the board.

Lukas:              Okay. So it’s a big question, I have to say, but what I can say is the angle, the perspectives that we’re taking at Pathmonk is that a lot of the data that you’re collecting is sitting in a lot of different tools, right? We could be thinking about a tool that is a heat mapping tool, we could be thinking about your Google analytics tool, but then the question remains how quickly can you actually react to what the person is doing on your website, on your assets. And this is where we started thinking about all of this as not so much how do you go collect all this data, do a lot of chunking, and then come with a conclusion that is in hindsight, but actually how can you start reacting on the page while the user is on the page, and while they’re there.

Lukas:              And this is where originally Pathmonk has been born from. So the approach that we’re taking is to see, okay, what signals can you collect from a user being on the page, such as their scrolling behavior, their amount of visits, their right clicks, the de-focusing and focusing of the page, everything that they do, the products that they’re checking out on your page, how can you take all of this data and then run that through intelligence and give an output such as a case study, a testimonial, frequently asked question about your product that are then pushing the likelihood of conversion higher, so that it becomes more likely that a person is actually starting to convert. So this is basically the idea and thinking where Pathmonk has been born from, and the work that we’re doing, it’s all about, okay, how can the website in real time started to react to what the person is doing, and to then provide valuable information to the user, to then enhance the likelihood of conversions.

Ben:                 I think the common thread here between what we talked about yesterday with site speed and what we’re talking about with page optimization and taking your SEO data and some of your other sources and blending them together is the ability to iterate quickly. And it’s one of the things that is very challenging for in-house partners where the aggregators of all of these data, but we need these systems that can be very expensive to be able to take in our first-party data from our website, maybe third-party data that you can collect about who a consumer is, what somebody’s … The search term that they came in on, what their behaviors are, and be able to modify the experience. So let’s take an SEO view on this, if I’m trying to blend what I know about what someone’s interest is with the page to what I can collect outside, what’s the easiest way to blend all of that data together to improve my conversion rates?

Lukas:              I have to give you a biased opinion here, and obviously my thinking is this is where we started to build on this is the simplest way is that you don’t have to do it. The simplest way is if an artificial intelligence is learning about all of those signals, it’s taking in where somebody is coming from, the source, it’s taking what product they’ve been looking at, or maybe you can campaign which campaign did they come from, which is the stream of actions they had on the page, and then what is the piece of content. And we at Pathmonk does this through smart cards, but obviously there can be other ways, but what is the piece of content that you have to show them right now that is most likely to lead to a conversion? After which actions?

Lukas:              So, my answer would be, in order to be as fast as possible with this process, it would be a real-time process. It would be a real-time process where you’re taking all of this data, let it stream into an artificial intelligence that then spits out, okay, this is the piece of content that we have to show right now with this call to action that is matching the product that they’ve just been visiting. A lot of businesses might have a lead generation form or they might have a trial or they might have a demo, but they maybe only want to have people from a certain campaign actually signing up for the demo. And all of this information, I’d say the fastest way is to let it run in real time and then provides the pieces of information that are matching that particularly user type. And that’s basically what we’re working on.

Ben:                 So talk to me about what some of those improvements when you’re working with a platform or an agency to try to collect all of this information in real time, as opposed to having a static website, what is the conversion rate optimization metric that you look at and how much can you actually improve conversion rates by merging your SEO data and some of the other sources together?

Lukas:              So, I would say the first thing is what is the status quo? What, is that you can currently doing? At the moment, the options that are around there in the world is you can be doing AB testing, which is a hindsight improvement of what has been happening. And it takes quite some effort, and I would argue a lot of teams don’t regularly actually run out the AB testing on a continuous basis. And the second thing that you can be doing is obviously you can throw in a chat bot or a chat widget or any such things in order like tools that tried to enhance the activity on the website, or the personal touch of the website, in order to get conversions.

Lukas:              Obviously there’s different baselines for different industries and there’s companies that are shooting out of the baselines, but a common number that we see again and again is around that 1.8, 1.9 conversion rate when we’re speaking to the companies who we’re working with as a baseline to start, some are lower, some are higher. What we’ve been seeing is if you are starting to react in real time to what a person has been doing, if you give them a different piece of content on the second visit or if you wait on the first visit, the first visit actually is quite a very interesting visit because it goes through a couple of phases, and a lot of the conversions happens on the first visit. We just analyzed recently is set up one million user actions and the first visit had some very interesting phases there. If you’re providing the right information at the right time, that can enhance conversions at least by 40% or more, that’s what we’ve been seeing, which means you’re moving from a 2% to a 2.87 conversion. And depending on the value of your product, that can be very significant.

Ben:                 So, tell me about some of the agency partners that you work with and how are they taking advantage of the Pathmonk service?

Lukas:              Yeah, so basically we work with … It’s from small to larger agencies, but I think a very interesting use-case is midsize agency that is working with a lot of local leads. For example, lead generation companies where, again, talking about a car repair business, I think that’s a really good example of an agency there supporting different car repair businesses on a local lead generation level, getting very decent traffic on the page. And now ask the question, how do you get more calls, how do you get more people into the business? And obviously they’re serving information that is helpful to the user at this particular time proactively, rather than passively waiting. And it’s something that can enhance the experience.

Lukas:              It’s a nice add-on to what agencies can be doing, where they can be optimizing page speed as we were speaking about yesterday, they can help you help them from an SEO perspective. But in terms of conversion optimization, we’ve been having good experiences with industry basically just running a one-month tests or a two-week tests, depending on the size, and learning from the data, and seeing, okay, what is the amount of conversions that we had before, what is the conversions that we have right now and did it help us to bring proactiveness into the website?

Lukas:              And the experience with the agencies has been very great actually because it’s an extra service they can add on and in a way make the advertising efforts, their SEO efforts, more valuable because this is what conversion rate is all about. If you speak about conversion rate, the only thing where you actually own the piece on your website where you don’t have to spend more into advertising, where you don’t have to create more content is if you optimize your existing traffic. And if you look at the average being somewhere around 1.7, 1.8, 1.78%, there’s still a lot of room to improve this.

Lukas:              So, I would say it’s a very interesting angle for agencies to take on conversion rates, a bit more sophisticated and with a bit more focus in order to be able to help the agencies to make their other services more valuable.

Ben:                 I think at the end of the day when you’re evaluating your agency partners, you can go very deep or go very broad. And one of the things to consider is not only what are their understandings of technical SEO, what’s their understanding of content, how can they help you figure out what your specific search and content strategy is, but what are some of the other places in your business that your SEO can provide value? And specifically in this case, what are some of the tool sets? So, agencies that are working with tools like Pathmonk, that are helping with conversion rate optimization, agencies that are specific for technical optimization and site speed, like we talked about yesterday. As you’re trying to investigate your agency relationships, it’s really important to understand not just what the technical chops they have on SEO, but where are the other places they can help you drive value to make sure that if you’re getting incremental gains with your search traffic that you’re actually going to make the most of it.

Ben:                 And that wraps up this episode of the Voices of Search podcast. Thanks for listening to my conversation with Lukas Haensch, founder of Pathmonk. We’d love to continue this conversation with you, so if you’re interested in contacting Lukas, you can find a link to his LinkedIn profile in our show notes, or you could visit his company’s website, which is,

Ben:     Just one link in our show notes I want to tell you about, if you didn’t have a chance to take notes while you were listening to this podcast, head over to where we have summaries of all of our episodes and contact information for our guests. You can also send us your topic suggestions, your SEO questions, or apply to be a guest speaker for the Voices of Search podcast on our website. Of course, you can always reach out on social media, our handle is VoicesOfSearch on Twitter, or you can send a note to my personal handle, which is BenJShap, B-E-N-J-S-H-A-P. And if you haven’t subscribed yet and you want a regular stream of SEO and content marketing insights in your podcast feed, we’re going to publish episodes multiple times per week. So hit that subscribe button in your podcast app and we’ll be back in your feed soon. All right, that’s it for today, but until next time, remember the answers are always in the data.

Schema Markup for SEO → The Complete Guide

If you want to become a good SEO, you need to have a holistic view on all SEO related topics and there are some technical elements that you must understand, even if they’re not quite easy to digest. One of these topics is schema markup.


Schema markup and structured data had a role in SEO for years now and it seems that major search engines recommend them. But what exactly is schema markup? And, more importantly, how does it impact the SEO process?

Schema Markup for SEO


After reading this article, you’ll know exactly: what schema markup is, how it affects SEO & search engines, how to correctly implement it on websites and how it can help you get better rankings.


  1. What Is Schema Markup
  2. What Is Structured Data
  3. What Is the Difference Between Schema Markup, Microdata and Structured Data
  4. What Are Schema Markup & Structured Data in SEO
  5. How Does Schema Markup Impact SEO & Search Engines
  6. Schema Markup Types Supported by Google
  7. How To Implement Structured Data Markup On Your Website
  8. Structured Data Vocabularies
  9. Schema Encoding Types & Examples
  10. Why Doesn’t My Website Display a Rich Snippet?
    1. What is Unparsable Structured Data?
    2. Structured Markup Penalties
  11. Structured Data Myths

1. What Is Schema Markup


Schema markup is a code (semantic vocabulary) that you put on your website, with the purpose of helping the search engines return more informative results for users. Schema markup allows you to create enhanced descriptions that appear in search results, just like in the screenshot below.


cognitiveseo schema markup


Due to its standardized semantic vocabulary, schema markup added to your site’s HTML helps the major search engines understand your page’s information better and return richer, more informative results.


Schema markup has the advantage to be easily stored, retrieved, displayed and analyzed. In a nutshell, when Google doesn’t know if your information is about an artist or a concert of the artist, you can make things clear using structured data markup.


2. What Is Structured Data


Structured data (or linked data) is a way of organizing information for better accessibility. It might be hard to understand for some because of its relation to coding. However, in simple terms, it’s also called metadata or information behind the information.


It’s similar to a database, in which terms are stored in relation to other terms. Think of it as an Excel Spreadsheet, where you have the head of the columns as the terms and under them come their values. Together, this data forms a structure which defines something.


Structured Data SEO


For example, you can have a product in your store. The structured data could contain a list of terms and their values. The product can be “Lenovo IdeaPad 510” and it could have a list of the following items/terms, with their values:


Name > Lenovo IdeaPad S145

Rating > 4.2

Review Users > 925

Price > $239.99

Stock > In Stock



3 The difference between Schema, Microdata, and Structured Data


To make things easier, let’s shortly recap what these terms mean and what the differences between them are:


  • Structured Data is a general term that represents binding items to values to better structure information. It can be related to SEO as much as to anything else which contains information.
  • Microdata is a format and it represents the way the data is structured… in a ‘visual manner’, let’s say. In simple terms, think of it as text vs audio or video. You can say the same thing in both, but it will appeal to different people. You can have the same data structured in Microdata format or in JSON-LD format, for example.
  • Schema is a vocabulary that defines the terms and values. There are other vocabularies such as Dublin Core. In simple terms, think of them as languages. The good thing with is that it has been accepted by very many platforms, making it the best option for multiple scenarios. That’s why many people use Schema Markup as a synonym for implementing Structured Data.


Here are some takeaways:


  • You can have data structured in multiple formats, such as microdata of JSON-LD.
  • You can define terms using multiple vocabularies such as or Dublin Core.
  • You can use either vocabularies with either of the formats, resulting in your markup.
  • When people refer to Schema Markup, they generally refer to everything related to structured data, but using the vocabulary.




4. What Are Schema Markup & Structured Data in SEO?


When it comes to SEO, structured data represents some markup that is implemented on a website which search engines like Google can use in order to display information better. SEOs very often refer to structured data as Schema Markup because it’s one of the most popular markups used to structure data. We’ll talk about it soon.


Using that markup, Search Engines can display what are known as “rich search results” or “rich snippets”. They are called “rich results” because they contain more elements than regular results, making them stand out.


The rich snippet/rich result for the example above looks really good when Google picks up the metadata and displays it properly.


eCommerce Rich Snippet


The code is a little bit uglier than that and looks something like this:


Rich Snippet Code JSON LD


It might look complicated, but if you read it, it makes sense. You can see things like “@type”:”AggregateRating” with the values and the review count, and then the “@type”Offer” with the price and availability. The code above is in the JSON-LD format, which is one of the more complicated ones to understand. We’ll talk about formats and which ones to use soon, so keep reading.


You can also use structured data to enrich a recipe search result. It can also have ratings but, instead of displaying the price, it displays how long it takes to make the dish, which is always useful when seeking for a recipe.


Recipe Rich Snippet SEO


These are just basic rich snippets, which affect the regular results you see in Google’s organic search results. However, Google supports a number of different types or rich snippets, some of them which I will present soon. But first, let’s talk about vocabularies and data markup.


5. How Does Schema Markup Affect SEO & Search Engines

To put it simply, structured data is not a ranking factor / signal. But if you’ve been doing SEO for a while, you know I’m lying and it’s not actually that simple.


You see, that’s the general consensus, or at least what Google officials tell us. In reality, opinions vary. Some say that it does affect rankings and some say it doesn’t. One thing we know for sure is that we cannot 100% trust what Google says. It’s not that they’re not transparent, but they have to keep the algorithm secret.


But let’s see punctually how schema markup impacts SEO:


CTR (Click Through Rate)


Structured Data might not be a ranking signal, but it sure can help with rankings, at least indirectly. You see, any modification to your search result will have an impact on your CTR (click through rate). A negative one will drop your CTR and a positive one will boost it.


With a higher CTR, your rankings will actually be higher.


If more people click on your search engine result, this sends Google a signal that they want to read your content.


To honor that demand, Google might rank your article higher so that more people will see it. This happens constantly, so don’t expect your article to stay there. Tomorrow, a competitor might change their title and their CTR might be higher than yours. Google will notice that.


Click Through Rate


Structured data can help you with CTR because rich results catch the eye easier than regular search results. Sure, those snippets usually display the information directly on Google’s landing page, but some of that organic traffic will still forward to your website.


This might sound counter-intuitive but, with all the rich snippets in the search results, you might end up having a lower CTR and less organic traffic going to your website.


Why? Because a user can find the answer directly in the search results and they don’t need to click.


For example, most nutrition websites have structured data implemented, which means most of them get rich snippets. If you’re in the top 3 results and all the results display the recipe duration, if your duration is the highest, users might decide to not click your search engine result and go for a faster recipe instead.


So, while you can get higher CTR if your rich result stands out (not everyone has rich snippets), it can also lower your CTR if everyone has rich snippets and the client browses based on that info.




You shouldn’t prioritize the addition of structured data on your website unless you’ve finished dealing with other, more important issues, such as keyword research, content optimization and other OnPage SEO factors.


Why? Because Google said it understands the content and the information required to display rich snippets without structured data, although it’s recommended that you use it.


Google can understand your content to display it in rich snippets even without the addition of structured data. However, it’s safer if you do use the markup.


So, for example, if you have some HTML with 5 stars and the text “Rating: 4.7 – 24 Reviewers”, Google might figure that out on its own and display a Review rich snippet even without structured data.


However, if you want to have a higher chance of the reviews being displayed, then add the SEO structured data so that Google understands the content perfectly.


But remember, prioritize! Keyword research, title and content optimization, website speed and quality backlinks are much more effective in ranking you higher. So if you don’t have those in place, you can postpone the structured data markup.


Personally, I don’t see how structured data can make search engines smarter. If Google wants its algorithms to better understand content more like a human, structured data makes it a disservice. The truth is that Google doesn’t want to rely on structured data in the future.


You should prioritize other things such as good crawling and indexation, keyword research and title/content optimization before going for structured data (the SEO Tools from cognitiveSEO can help you with that).


Schema markup isn’t (probably) the future of Search Engine Optimization & Digital Marketing but, for now, once you have finished other, more important search engine optimization tasks, you can make good use of it. Some studies even show that implementing structured data on your website can boost CTR up to 30%.



6. Schema Markup Types Supported by Google


You might be wondering what important types of schema markup are there? Well, there’s pretty much a markup for anything you can probably imagine.


However, there are only a limited number of rich snippet types that Google has developed and improved over the years, each unique in its own way.


Organization Schema Markup


The Organization Schema markup isn’t a rich snippet on it’s own but it is a very important part of it because it is found in almost all the snippets. It represents the author of the content so it can also be a single person, such as an author, for example.

This is good for making sure the content is associated with the proper brand / name.


Breadcrumbs Markup


The Breadcrumbs Schema Markup is crucial for representing website structure. The structure of the site is represented 

However, you can also point that out.

We know that Google constantly adjusts how the search results display.

BreadCrumbs Schema Markup

Review, Product & Offer Schema Markup


The most popular markup out there is probably the review & product one. I’ve presented it in the beginning of the article. There are multiple items that can be added to the product rich snippet, from the product name and price to details, such as the lowest price and highest price, or offer expiry dates.

Review Schema markup

Recipe Schema Markup


I’ve also shown an example of the recipe snippet above. You can specify things such as ingredients and how much time the recipe takes.

Recipe Schema markup

FAQ Schema Markup


The FAQ Schema Markup lists answers to the related questions around your topic / page in a drop down format. Neil Patel used this FAQ schema technique to greatly improve his search engine traffic. However, it seems like this can be abused and Google might fix it.

FAQ Schema Markup


How to Schema Markup


Similar to the FAQ Schema Markup. A drop down type snippet with step by step answers.


Q&A Schema Markup


The Q&A Schema Markup is specially designed for websites like Quora or Yahoo Answers. It can also  be applied in other scenarios, of course. Google recommends linking to individual answers (via anchors, for  example) to provide the best user experience. 

Q&A Schema markup


Article Schema Markup (related to AMP)


A carousel in which your article can be displayed at the top of the page that can be swiped, above ads and organic search results. Visible only on mobile devices.

AMP Carousel Schema Markup


Video Schema Markup


A visual snippet which displays the thumbnail of a video next the the title and description. It is very useful for organic video marketing.


Event Schema Markup


A visual snippet where the date is very visible and with quick access to Google Calendar bookings.

Event Rich Snippet Schema Markup

Local Business Schema Markup


If you have a local business or are doing local SEO for a client, then you might want to add local business schema markup to the website. The markup itself is formed out of multiple data items, such as Organization, Description, Logo, Address, Phone and even Reviews.

You can check a list created by of how to properly add schema markup for local businesses in this Google Sheet.


Other Types of Schema Markup


A list of full rich snippets that Google supports can be viewed here (browse them from the menu).

Also, note that different search engines such as Yandex and Yahoo! (Bing) might also use other types of structured data or schema markup on their platforms.

However, we do know that both Yandex and Bing accept and recommend, so it’s a good idea to only implement this one, unless other 3rd party apps that you use require other types of markup.



7. How To Add Schema Markup On Your Website (The Right Way)


If you’re interested in schema markup, you’re probably also wondering how to use Google structured data on your website.


If you want to use structured data markup on your website so that Google can pick it up, you’ll either have to code it or make use of some plugins / extensions that will add the structured data for you.


The thing is, you have to implement it correctly, otherwise it might do more harm than good.


If you implement structured data wrong, your rich snippets might display the wrong information, they might not display it at all and you might even get penalized for it.


Here’s how you can implement structured data correctly on your website, on different platforms:


How to add schema markup in WordPress & Blogs 


As you know, adding things on WordPress is generally very easy because there’s a ton of plugins you can choose from and, best of all, most of them are free. Implementing Schema Markup doesn’t make an exception.


To add Schema Markup to your WordPress blog, check out the structured data & schema markup plugins in the WP repository. Choose the one with the features you need and with good reviews. The SEO plugin also adds basic structured data functionality to most of your pages, so make sure you don’t have duplicate codes.


Note that these plugins implement basic structured data for your articles & pages. You might want to look for something specific if you have a recipes website, for example. If you have an eCommerce store on WordPress, the WooCommerce plugin already implements products structured data for you.


How to add schema markup in Magento & eCommerce


As for WordPress websites, most eCommerce platforms such as Magento, OpenCart or Prestashop will come with structured data already integrated.


If you’re not sure that your site has the proper structured data, use the structured data Google Structured Data Testing Tool. You should see something like this:


Structured Data SEO Tool


If there’s no Product section, it means your implementation is missing. There are always plugins and extensions so do a Google search and find what suits your platform.


Make sure to fix the warnings too, although they won’t stand in the way of your rich snippets displaying.


Local SEO structured data


If you have a local business, structured data can really help your local SEO. You can mark up your NAP (name, address, phone) so that search engines can better understand that information.


This plugin for WordPress seems to support structured data for Local Businesses.


Custom schema markup implementation


Sometimes, adding markup to your website can be more difficult. If you have a custom platform, you don’t have a plugin to simply… plug in.


Step 1: Find out the type of page you have and which type of schema markup fits it best. For example, informational pages go well with FAQ or How to schema markup. Products on eCommerce sites, on the other hand, go well with the Product schema markup.


Note that it’s important not to try to trick Google into making your result more appealing if it doesn’t make sense. So only pick what Google recommends from the types of rich snippets it supports.


Step 2: Generate the schema markup. Generating JSON LD structured data is pretty easy. You can use an online schema markup generator such as this one to easily generate your code.


However, you’ll have to manually add it in your head section. Which means this would be a static implementation.


If you have thousands of pages, that might not be easy. You’re better off developing a dynamic system with a programmer, where the platform automatically picks up the information from the database and compiles it into a JSON format to display it in the HTML for each product/page.


So although the template for the Product Schema Markup in the JSON-LD format stays the same the values such as Price, Currency, Product name or Rating might change from page to page and website to website.


Sometimes, you can also manually add schema into your HTML with Microdata. However, it’s best if you use the JSON-LD format, as suggested by Google. 


Step 3: Validate everything.


If you’re planning on adding markup manually, make sure to validate your code with the Google Structured Data Testing Tool.




8. Structured Data Vocabularies


For structured data, you need two things: a list of item names and a way to display them. So we have vocabularies and formats which, together, result in markup.


The list of items is called vocabulary. You can think of it as languages. Different words can mean different things in different languages and not everybody speaks every language.


There are multiple types of schema and vocabularies available: is the most popular vocabulary for structured data. Why? Well, because it has been accepted by major search engines and companies, such as Yahoo, Bing, Google, etc. It’s sort of an… international language, like English.


As I said above, because Schema Markup is so popular, SEOs often refer to structured data directly as Schema Markup. You could have structured data implemented on your website without Schema Markup, by using another vocabulary. However, you will use Schema Markup of your own free will 🙂 Got it?


The Markup supports a very big variety of items and elements. You can view the entire list of supported items on We’ll soon discuss which ones are the most important schema markup elements, which Google actually uses in the search engine results.


Open Graph


You might be familiar with Open Graph. It’s not used for search engines, but social media platforms, such as Facebook, use it to display titles and images.


Facebook Open Graph Markup


They are useful for SEO & Facebook Marketing because you can separate the regular <title> tag used for search engines from the Facebook title. This way, you can keep the keywords in the <title>, which is important for SEO, and you can also have a catchy headline for social media, which is important for clicks & engagement.


Dublin Core


Dublin Core is another vocabulary, similar to but much more limited. It’s probably the second most popular one. Unless you have solid motives to use Dublin Core, such as a 3rd party app your site is hooked to uses it, use vocabulary instead.


9. Schema Encoding Types & Examples


First let’s take a look at how the information for the address of an organization would look without any structured data, in plain HTML code:


The following information was taken from You can view examples for most of the vocabulary properties there (some of them are still marked as “To Do”).


Address Structured Data Plain HTML code (source:




JSON-LD (JavaScript Object Notation for Linked Data) is a method of encoding and presenting structured data information using JSON. This is recommended by the W3C, which means it is standardized.


Here’s an example of how the above information would be displayed using JSON. Google also recommends using JSON LD for displaying structured data on your website. Again, it looks complicated but you won’t have to write it yourself, as it can be generated with tools we’ll soon talk about.


Address Structured Data in JSON LD Format

Address Structured Data in JSON LD Format (source:




With Microdata you can specify the structured data information within the HTML code itself, using HTML tag attributes. This makes it easier for many people to understand. However, while this is easy to add manually on a case by case basis, it’s difficult to scale and automatize when required for bigger websites (such as eCommerce ones).


Address Structured Data in Microdata Format

Address Structured Data in Microdata Format (source:


With JSON LD, you’ll have a lot of standardized plugins for different purposes on most platforms. However, if the element you’re trying to specify isn’t included in the plugin and thus doesn’t display in the outputted JSON LD code, you can add it easily in the HTML using Microdata.




RDFa is similar to Microdata, which means it’s also added through HTML tag attributes. The difference is that RDFa is older and more complex. It has other uses outside of the HTML realm and this means integration with other apps/platforms/servers is easier if they use the technology.


Address Structured Data in RDFa Format

Address Structured Data in RDFa Format (source:


Whether you want to go with RDFa or Microdata is your choice, they’ll both do just fine. However, do it as an alternative. Using JSON-LD is the recommended way to go.


Notice how all the formats above, although different, use the data markup vocabulary.



10. Why Doesn’t My Website Display a Rich Snippet?


So you’ve finished implementing structured data on your website, but the rich snippets don’t show up in search. What do you do?


Implementing structured data on your website correctly doesn’t guarantee rich snippets.


Unfortunately, Google picks up only what it wants. If it’s your Homepage you’re worrying about, worry no more! Google doesn’t display rich snippets for Homepages.


First, make sure that your code is implemented correctly by testing it. You can do this using the following tools from Google:


Google Structured Data Testing Tool: This is the most popular tool for testing out JSON LD markup and structured data.


structured data testing tool



Rich Snippet Validator: This is still in beta, but it’s useful. You can find it here.


Rich Results Testing Tool


10.1 What is Unparsable Structured Data?


Unparsable structured data is data markup on your website that could not be properly parsed (or understood) by Google. This, most likely, means that you have not implemented things correctly on your site.


In programming, parsing is the separation of a cluster of strings into separate ones. In other terms, the strings could not be correctly read or understood, which indicates an error in how the strings were presented.


These errors shows either in the Google validator as an error, or in the Google Search Console, under Enhancements > Unparsable Structured Data.


Unparsable Structured Data


Compared to the other validators above, it’s very useful because it will highlight errors for multiple pages at once, although it doesn’t highlight all the details of the issue.


Unparsable Structured Data SEO Search Console


Make sure you use Google’s SEO Tools to your advantage when implementing schema markup and structured data on your website.



10.2 Structured Markup Penalties


If you implement structured data wrong, you probably won’t get penalized. However, if you try to cheat, Google might apply a structured markup penalty on your website.


For example, if you just want the star ratings and number of reviewers, you can simply add them manually to your page. Your product could be 3 stars, but you might want to display 5 stars in the search engines. You could also add a smaller structured data price, while on the website, the real price is higher.


That’s not fair and the Google algorithm updates might punish you! 




If you get a similar message in your Search Console or your organic traffic to all the pages with structured markup has suddenly dropped, make sure to read this article about structured markup penalties to find out how to fix things.


11. Common Schema Markup Myths


There are a few myths that go around regarding rich snippets and structured data. Most of them are simply implementation mistakes and misconceptions.


However, even though we’ve already talked about this and covered these topics above, it’s a good idea


1. Schema markup guarantees rich snippets: They don’t. Google will pick whatever it wants regardless of whether you have structured data on your website or not. That’s why it’s a good idea to implement other, more important things first instead of focusing on structured data.


2. Schema markup is a ranking factor: It’s not. At least, that’s what the Google officials have stated over and over again. However, CTR is a ranking factor and since Structured Data can affect the CTR, your rankings might improve. But Google won’t care if you simply implement markup on your website.


3. You need schema for answer boxes: You don’t. Answer boxes and structured data might have something in common since Google has recently implemented the Q&A markup but that doesn’t mean you can’t get an answer box without structured data.




Since major search engines recommend adding structured data, go ahead and add it, especially if you have an eCommerce website. Make sure to implement it correctly and validate it with the above-mentioned tools. However, you should prioritize other important SEO tasks first.


What’s your experience with structured markup? Do you use it in your SEO & digital marketing strategy? Does it help with your clickthrough rates? Let us know in the comments section below.


The post Schema Markup for SEO → The Complete Guide appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

Shopify SEO: 10 Easy Tips For More Organic Traffic

Your store is all set up. The problem is that nobody’s visiting your website or buying anything.

You’ve heard that a great way to get more customers to your store is by using SEO.

But how do you actually rank in the search engines and get more organic traffic?

In this guide, you’ll learn a few essential tips for optimizing your Shopify store.

Getting started…

To get the most of this guide, you should first:

  • Be on a paid plan. Shopify doesn’t let search engines index stores on trial accounts.
  • Have a custom domain. People are more likely to click a result from than Learn how to connect your custom domain here.
  • Be secure. SSL encrypts data sent between your visitors and your store. Shopify provides this. Just double-check that it’s enabled.
  • Be mobile-friendly. Most Shopify themes are responsive. Check using Google’s mobile-friendly tester.
  • Set up Google Analytics. Google Analytics tracks visitors coming to your store. It’s free. Here’s how to set it up in Shopify.
  • Set up Google Search Console (GSC). Google Search Console shows what keywords you rank for, amongst other things. Follow this guide to set things up.
  • Submit your sitemap to GSC. Shopify creates an XML sitemap for you at Follow these steps to submit it.

Done all of that?

Follow the 10 tips below to take your SEO to the next level.

1. Create a logical site structure

A good site structure helps users navigate your content more easily. It also helps search engines understand your site, which may help you rank higher.

How do you create a good site structure?

It’s all about hierarchy; you want your main categories at the top, followed by subcategories, followed by products.

shopify seo image 01 1

shopify seo image 01 1

For example, if you own an online guitar store, one of your categories might be “electric.” Under this, you might have a few subcategories, like “Ibanez” and “Jackson,” both of which are makers of electric guitars.

Under these sub-categories will be the range of products you’re selling.

shopify seo image 02 1

shopify seo image 02 1

How then do you organize them?

In Shopify, category pages are known as “collections,” and product pages are known as “products.”

To create a collection page, go to Products > Collections, then click “Create collection.” (You’ll learn how to fill in the titles and descriptions later on.)

1 shopify collections 1

1 shopify collections 1

To create a product page, go to Products > All Products, then click “Add product.”

2 shopify product page 1

2 shopify product page 1

While you’re creating the product page, make sure you add it to a collection:

3 add product to collection 1

3 add product to collection 1


You can also use automated collections to add products to collections automatically. This is useful if you have lots of products.

When you’re done, go to Online store > Navigation to add these collections to your main menu.

add to collection 1

add to collection 1

What about sub-categories?

Shopify does not differentiate between categories and sub-categories. If you want to create a sub-category page, you’ll have to create “collection” pages and nest them within a hierarchy in the menu.

Learn how to do this here.

2. Do keyword research

Your site structure is done. Now it’s time to find and map keywords to your product and category pages.

This process is known as keyword research.

If you want a free way to do this, search Google for a word or phrase that describes your page. If the top-ranking pages are similar to yours, look at their title tags to try to deduce the keywords they’re targeting.

Sometimes it’s obvious:

4 mens shirts 1

Sometimes it’s not so obvious:

5 wheeled duffel bags 1

Either way, this method is far from foolproof. You have no idea if the keyword is actually popular or if competing sites optimized for it properly. It’s all guesswork.

A better (and more data-driven) way is to plug your best guess into Ahrefs’ Keywords Explorer, then look at the Parent topic. This tells you the most popular way people are searching for a product or type of product.

6 wheeled duffel bag ke 1

6 wheeled duffel bag ke 1

Here, our best guess of “wheeled duffel bag” gets around 200 searches a month in the US, but the Parent topic gets about 1,800.

So, in this case, “rolling duffel bag” is probably the best keyword to target.

Just remember that deducing the best keyword to target from the Parent topic still isn’t 100% foolproof. Due to the way it’s calculated, it can sometimes kick back topics that are too generic.

For example, the Parent topic for “duffel bag with wheels” is simply “duffel bag.”

7 ke duffel bag with wheels 1

7 ke duffel bag with wheels 1

This is too broad. People searching for “duffel bag” probably aren’t looking specifically for duffel bags with wheels.

If this happens, scroll down to the “SERP Overview” and look at which keywords send the most traffic to the top-ranking pages.

8 serp overview duffel bag with wheels 1

8 serp overview duffel bag with wheels 1

Choose the most relevant one with the highest search volume—where your page aligns with search intent.

What does this mean?

Google wants to show the most relevant results for a query. That’s why almost all of the results for “duffel bag with wheels” are category pages, not product pages. Google knows that searchers are looking for choice, not a specific product.

The opposite is true for a keyword like “eagle creek no matter what rolling duffel,” where all of the top-ranking pages are product pages.

Trying to rank a product page for a query where Google mostly ranks category pages will be an uphill battle. Always make sure the type of page you’re trying to rank aligns with what currently ranks.

3. Optimize your titles, meta descriptions, and URLs

Now we know which keywords and terms to optimize pages for, it’s time to implement those findings.

You can start by optimizing the title tags, meta descriptions, and URLs of your product and category pages.

Editing them is pretty easy with Shopify.

Choose one of your collection or product pages, scroll down, and you’ll see “Search engine listing preview.” Click “Edit website SEO” to edit the metadata.

9 edit website seo meta 1

9 edit website seo meta 1

10 search engine listing preview 1

10 search engine listing preview 1


 If you rename the URL slug, make sure the box is checked to redirect the old URL to the new.

Here are some best practices:

  • Write a unique title tag and meta description for each page.
  • Include your target keyword (where appropriate).
  • Avoid truncation—follow the character recommendation in Shopify.
  • Create something click-worthy.
  • Be brief but descriptive.

Learn more about how to create compelling title tags and meta descriptions in this guide.

Have an existing site with a lot of pages?

Run Site Audit to identify issues with your titles and meta descriptions.

You can then use an app like Smart SEO to edit them in bulk.

4. Write unique descriptions

As you’re creating product or collections pages, Shopify will give you the option to write a description:

12 product description 1

12 product description 1

These descriptions are important.

Search engines use your product descriptions to understand more about your page—which can help you rank higher.

Not only that, but a good product description can also entice a visitor to buy. This applies even if you’re selling a third-party product, as you can always create unique descriptions that align with your brand.

Unfortunately, most stores either don’t pay enough attention to this aspect, or they simply copy the product descriptions from manufacturers’ websites.

Here’s an example. This book entitled “How to Swear Around the World” has the exact same description on both WHSmith and Waterstones:

waterstones book description 1
whsmith description 1

But Firebox—a retailer with a quirky brand voice—created a product description in-line with their brand:

firebox book description 1

firebox book description 1

Looks like it’s paying off for them—Firebox outranks both WHSmith and Waterstones:

13 book serp 1

13 book serp 1


Firebox’s page has more backlinks from unique websites than the pages from WHSmith and Waterstones. Given the correlation between backlinks and search traffic, this is likely a big part of the reason they’re outranking the competition. However, writing a unique product description certainly didn’t do any harm. It may even be part of the reason they were able to attract some of those backlinks in the first place, as people are more likely to link to a unique page than a generic one.

Takeaway: be more like Firebox.

You can also do the same for your category pages, but keep it short and sweet. Here’s an example from ASOS:

asos category description 1

asos category description 1

5. Make sure your site loads fast

Google announced that page speed is a ranking factor in 2010. You should therefore make an effort to keep your site relatively fast.

You can check your store’s speed using tools like Google’s PageSpeed Insights or GTMetrix.

However, since you’re using Shopify’s servers, your options for improving page speed are somewhat limited. But that doesn’t mean you can’t do anything at all.

Here are a few things to consider:

  • When selecting a theme, choose one that’s fast. Generally speaking, if you’re using the themes from the Shopify Theme Store, you should be okay.
  • Compress your images. Use apps like to compress your images before uploading them to Shopify.
  • Install only the apps you need. The majority of apps downloaded via the Shopify App Store add code bloat to your store. This can make your site performance slower.

6. Add alt text to your images

Google Images is the second largest search engine in the world. It accounts for more than 20% of all queries Americans performed in 2018.

Translation: you can also get traffic from Google via your images.

One way to do this is to add alt text to your images.

What is alt text?

Alt text (alternative text) describes an image. It helps Google to understand what the image is about.

Here’s what Google says:

Google uses alt text along with computer vision algorithms and the contents of the page to understand the subject matter of the image.

Here’s how to add alt text in Shopify. Upload an image > Click “…” > Click “Edit alt text”

14 edit alt text 1

14 edit alt text 1

When it comes to writing good alt text, Google’s guidelines suggest some great tips:

When choosing alt text, focus on creating useful, information-rich content that uses keywords appropriately and is in context of the content of the page. Avoid filling alt attributes with keywords (keyword stuffing) as it results in a negative user experience and may cause your site to be seen as spam.


If you ran Site Audit earlier, it should have also identified images that have missing alt text. Fix them in bulk with Smart SEO

Learn more about optimizing your images in this complete guide to image SEO.

7. Fix potential duplicate content issues

Shopify allows two versions of your domain to be indexed: your custom domain and the myshopify version of your domain.

For example, is indexed in Google:

beardbrand 1

beardbrand 1

But so is their myshopify domain:

beardbrand myshopify 1

beardbrand myshopify 1

This might cause duplicate content issues since the content on both the custom and myshopify domain is usually the same.

Luckily, this isn’t something you necessarily have to worry about. When you add your custom domain to Shopify, they should automatically redirect traffic to your primary domain.

Just make sure to double-check that this is the case.

To do that, go to Online Store > Domains. If you see the message “Traffic from all your domains redirects to this primary domain,” then you’re good.

NEW redirection 1

NEW redirection 1

If you see the message “Traffic from your domains is not being redirected to this primary domain,” then click “Enable redirection.”

NEW redirection 2 1

NEW redirection 2 1

This prevents Google from indexing both versions and potentially getting confused about which one to rank. It also ensures that all “link equity” is consolidated at your primary domain.

Learn more about duplicate content issues in our complete guide to duplicate content.

8. Add schema markup

Have you seen results in Google that look like this?

15 rich snippet 1

15 rich snippet 1

How do you get your pages to look like this? Use Schema markup.

Schema markup provides Google with structured data about the product or category, which it can then use to display rich results. These can often lead to more clicks, which may lead to more traffic and sales.

Fortunately, plenty of Shopify themes make adding “Product” markup easy. For example, all I had to do was fill in the details on the backend and the Schema markup was added automatically in the code.

product page 1

product page 1

schema markup 1

schema markup 1

If your theme doesn’t do this for you, don’t worry. There are plenty of apps in the Shopify App Store (e.g., Smart SEO) that can help.

view source https printedumbrellas myshopify com collections anime collection 1

9. Build links

Backlinks are important because they help with rankings. Our study has shown a clear correlation: the more backlinks a page has, the more organic traffic it gets from Google.

pasted image 0 12

pasted image 0 12

While correlation doesn’t prove causation, Google has admitted that links are one of their top three ranking factors.

The question is: how do you get more backlinks?

A good way to start is to find out who’s currently linking to your competitors’ homepages. The idea: if there are sites already linking to multiple competitors, they are more likely to link to you.

To find these sites, enter two or more competitors’ homepages into Ahrefs’ Link Intersect tool.
16 link intersect 1

16 link intersect 1

Choose “URL” mode from the dropdown, leave the bottom field blank, then hit “Show link opportunities.” Link Intersect will show which sites are linking to your competitors.

Look through the results for easily replicable sources of links. For example, this site links to two of our targets:

17 link intersect results 2 1

17 link intersect results 2 1

If it makes sense to do so, reach out and ask them to include your product in their guide too.

Want more strategies on getting links to a new store? Watch this: 

Further reading

10. Start blogging

Beardbrand gets an estimated 136,000 search visits per month.

18 beardbrand search traffic 1

18 beardbrand search traffic 1

Take a closer look and you’ll see that their blog accounts for 77% of their total estimated search traffic.

19 top subfolders blog 1

19 top subfolders blog 1

Traffic aside, blogging is useful for many other reasons:

  • If you target the right keywords, you can easily “pitch” your product within the post (Beardbrand does this well);
  • People who are ready to buy make up a small percentage of the marketing funnel. Creating informational content like blog posts helps you educate readers at different stages of the buyer’s journey and increase the chances of them buying from you in the future.
  • Acquiring links to product or category pages is notoriously hard. It’s much easier to get links to informational content. You can then use internal links to send some of that “authority” to the pages that matter. This is known as the “Middleman Strategy.”

Your Shopify store automatically includes a blog named “News.” If you want to create a new blog, just go to Blog posts > Create a new post > Create a new blog

NEW create a new blog 1

NEW create a new blog 1

Ready to start blogging? Learn the basics in this video:

Further reading

Final thoughts

Is there more to Shopify SEO than this? Of course. But following the tips above should be enough to get you off on the right foot.

Looking to learn more about ecommerce SEO in general? Then read this.

Want more traffic to your store, and not just from SEO? This guide should do it.

Is there anything I’ve missed? Holla at me on Twitter.

How to Use SEO Data to Inform PPC Keyword Expansions

PPC specialists are tasked with keyword research and expansion frequently. We use Google Keyword Planner, search query data, landing page content, and various other tools to guide strategy. However, at Seer, we like to think about search holistically – as one results page, regardless of which channel the results come from. If we have organic data, why not use it to our advantage in our PPC campaigns?

Below, I will walk you through how to use organic data to help inform your PPC keyword expansion recommendations and provide additional value and validation to your recommendations.

Throw Your Keywords into STAT

What is STAT?

STAT is a tool that tracks the SERP, collecting data to help SEO specialists gather insights on the search landscape and allows you to pull various reports, including rankings, ranking trends, related searches, top 20 comparisons, and more.

How to use STAT?

For the purpose of informing and adding value to PPC keyword expansion, using STAT is a piece of cake! There are a few simple steps:

  1. Go to
  2. Create a new project and type in your domain name
  3. Click on your newly created project and select the “Add Keywords” option in the bottom left-hand corner under “Site Tools”
  4. Go ahead and paste your list of new keywords into the keyword box & tag them if you wish
  5. Select the market and location in which you’re looking for data from
  6. Choose “Add to Preview” & make sure they look good
  7. Click “Import All”

pasted image 0 137

Once your keywords have been imported, you have to wait a minimum of 24 hours for data to populate. Once all of the MSV has collected (meaning no N/A values in that column), you will be able to download the reports of your choosing! For keyword expansion, I choose the Rankings report and Top 20 Comparison report. To download reports, take the following steps:

  1. Under Site Tools in the bottom left-hand corner, click “Reporting”
  2. Click “Create Report” at the top of the page
  3. Choose the reports that you would like to download (Rankings & Top 20 Comparison)
  4. Run the report only once and use a date range that makes sense for your data

Once you have downloaded your reports, use PowerBI, Excel, or your choice of Visualization tool to look at this data. We used PowerBI to look at these reports side-by-side and it looked like this:

pasted image 0 136

We bridged the two reports together so that we could click on a result type and see all of the keywords that showed that specific result type, as well as its organic ranking.

How to Use STAT Reports to Inform Keyword Expansion

Prioritize Low Organic Rankings

Prioritize keywords in your PPC campaign that are not ranking on the first page organically. Use the Rankings report from STAT to determine these keywords (rank >10) and label them as “High Priority” when you implement them. As high priority keywords, you will want to ensure that these keywords are not limited by budget (to an extent) and maintain top Impression Share since your (or your clients’) site is not showing on the first page of the SERP organically.

High Organic Rankings = Must Add

A keyword with a high organic ranking indicates that the keyword is organically relevant and that the landing page content is relevant to the intent of the keyword. Keywords with high organic rankings should definitely be added to your account.

Use SERP Features to Determine Keyword Intent & Drive Future Recommendations

Use the Top 20 Comparison Report to look at SERP features ranking on the first page and what that tells you about the intent of your keywords. These features will help you determine if your keywords are too broad if intent is misaligned, or at the least, help you understand what the SERP is showing organically where your future PPC ads will show.

Answer Boxes

Are Answer Boxes showing for your keywords? Use this information in one of two ways:

  1. Use these keywords – Look at keywords that are showing Answer Boxes on the first page of the SERP and label these keywords as such when you upload to Google Ads. If your (or your client’s) site isn’t currently owning the answer box, keep an eye on these keywords. If they begin to generate decent conversion volume, you can recommend to your SEO team or your client that they may want to optimize and build out content in order to win owning the Answer Box, since that landing page should be able to provide information and answer the question being asked, which will better match the intent of the keyword.
  1. Lose these keywords (or lower bids) – If your conversions are heavily focused on actions such as downloading content, signing up, etc., an Answer Box or Image Carousel showing on the first page for that keyword may indicate that your keyword is too broad as informative content (and SERP features) are showing on page 1 of the SERP.

Job Posting Features

Are Job Posting features showing on page 1 of the SERP for your keywords?

  • Label these keywords – If your campaigns are not set up for recruitment purposes, looking at which keywords are driving Job Posting SERP features can be helpful in determining if your keyword has misaligned intent. Despite having job and job title keywords negated across your PPC campaigns, utilizing the SERP features report can help you determine if a specific keyword is being searched with the intent of finding a job at your company (or clients’ company), without explicitly typing “job” or “careers”.
  • For example, we recommended implementing the keyword “____ companies near me” for a client showing job results on the first page of the SERP, however, we have separate recruitment campaigns in the same GoogleAds account for this client. We decided to test this keyword:
    • Determining the intent: We labeled this keyword as “Job Results Show on SERP” in order to easily track conversions being driven by this keyword.
    • Results: After 2 months of the keyword being live, we drove a number of recruiting conversion actions, but 0 of our priority conversion actions within these campaigns.
    • Recommendation: We ended up recommending to pause the keyword in our primary campaigns and move it to our recruitment campaigns, which will drive users directly to page with job postings, providing a better overall user experience.

Find this helpful? Be sure to subscribe to our newsletter to get more content like this and stay informed on how Seer is utilizing data cross-divisionally to provide our clients the most value – delivered straight to your inbox!

How to make the most of Google’s “People also ask” results

Google’s “People also ask” boxes are widely discussed within the SEO industry as they take a lot of SERP real estate while providing little to no organic visibility to the publishers’ sites.

That said, “People also ask” listings are probably helpful for Google’s users allowing them to get a better understanding of a topic they are researching. Yet, whether they do send actual clicks to publishers’ pages remains a huge question.

While we have no power over Google’s search engine page elements, our job as digital marketers is to find ways to take any opportunity to boost our clients’ organic visibility.

Is there any way for marketers to utilize this search feature better? Let’s see.

1. Understand your target query intent better

One of the cooler aspects of “People also ask” boxes is that they are dynamic.

When you click one question, it will take you in a new direction by generating more follow-up questions underneath. Each time you choose, you get more to choose from.

The coolest thing though is that the further questions are different (in topic, direction or intent) based on which question you choose.

Let me explain this by showing you an example. Let’s search for something like – “Is wine good for your blood?”

Now try clicking one of those questions in the box, for example, “What are the benefits of drinking red wine?” and watch more follow-up questions show up. Next, click a different question “Is red wine good for your heart and blood pressure?”. Do you see the difference?

Understanding search intent through Google's people also ask


Source: Screenshot made by the author, as of Feb 2020

Now, while this exercise may seem rather insignificant to some people, to me, it is pretty mind-blowing as it shows us what Google may know of their users’ research patterns and what may interest them further, depending on their next step.

To give you a bit of a context, Google seems to rely on semantic analysis when figuring out which questions fit every searcher’s needs better. Bill Slawski did a solid job covering a related patent called “Generating related questions for search queries” which also states that those related questions rely on search intent:

Providing related questions to users can help users who are using   un-common keywords or terminology in their search query to identify   keywords or terms that are more commonly used to describe their intent.

Google patent on generating related questions for search queries

Source: Google patent

For a deeper insight into the variety of questions and types of intent, they may signal, try Text Optimizer. The tool uses a similar process of extracting questions Google does. For example, here are intent-based questions that refer to the topic of bitcoin.

Finding intent based questions for people also ask using Text Optimizer


Source: TextOptimizer’s search screenshot, as of Jan 2020

2. Identify important searching patterns

This one somewhat relates to the previous one but it serves a more practical goal, beyond understanding your audience and topic better. If you search Google for your target query enough, you will soon start seeing certain searching patterns.

For example, lots of city-related “People also ask” boxes will contain questions concerning the city safety, whether it is a good place to live in and what it is famous for:

Finding important search patterns through Google's people also ask

Identifying these searching patterns is crucial when you want:

  • Identify your cornerstone content
  • Re-structure your site or an individual landing page
  • Re-think your site navigation (both desktop and mobile)
  • Create a logical breadcrumb navigation (more on this here)
  • Consolidate your multiple pages into categories and taxonomies

3. Create on-page FAQs

Knowing your target users’ struggles can help in creating a really helpful FAQ section that can diversify your rankings and help bring steady traffic.

All you need to do is to collect your relevant “People also ask” results, organize them in sections (based on your identified intent/searching patterns) and answer all those questions on your dedicated FAQ page.

When working on the FAQ page, don’t forget to:

  • Use FAQPage schema to generate rich snippets in Google search (WordPress users can take advantage of this plugin). If you have a lot of questions in your niche, it is a good idea to build a standalone knowledge base to address them. Here are all the plugins for the job.
  • Set up engagement funnels to keep those readers interacting with your site and ultimately turn them into customers. Finteza is a solid option to use here, as it lets you serve custom CTAs based on the users’ referral source and landing page that brought them to your site:

Screenshot on Finteza


Source: Screenshot by Finteza, as of July 2019

4. Identify your competitor’s struggles

If you have an established competitor with a strong brand, their branded queries and consequent “People also ask” results will give you lots of insight into what kinds of struggles their customers are facing (and how to serve them better).

When it comes to branded “People also ask” results, you may want to organize them based on possible search intent:

  • ROPO questions: These customers are researching a product before making a purchasing decision.
  • High-intent questions: Customers are closest to a sale. These are usually price-related queries, for example, those that contain the word “reviews”.
  • Navigational questions: Customers are lost on your competitor’s site and need some help navigating. These queries can highlight usability issues for you to avoid when building your site.
  • Competitive questions: These queries compare two of your competitors.
  • Reputation questions: Those customers want to know more about your competitor’s company.

Identifying competitor challenges through people also ask

Source: A screenshot made by the author in January 2020

This information helps you develop a better product and a better site than those of your competitors.


With the changes in search algorithms over the years, the dropping and adding of key search elements, the evolution of Google’s SERPs, navigating digital marketing trends seems almost treacherous.

Yet, at the core of things, not much has really shifted and much of what we do remains the same. In fact, some of those changes have made it even easier to make an impact on the web than ever before. While we may welcome or frown upon each new change, there’s still some competitive advantage in each of them.

Our job, as digital marketers, is to distinguish that competitive advantage and make the most of it.

I hope the above ideas will help you use “People also ask” results to your advantage.

Ann Smarty is the Brand and Community manager at

The post How to make the most of Google’s “People also ask” results appeared first on Search Engine Watch.

How to make a WordPress website

Have you always wanted to create your own website? WordPress is the way to go! Whether you want to create your own personal blog, an online store, or a business website – with WordPress, creating your own website is easy as pie. If you know what you’re doing, of course. In this video, we’ll guide you through the steps needed to make a WordPress website.

New to WordPress? Don’t worry! Our FREE WordPress for beginners training is here to help. Find out how to set up your own site, learn the ins and outs of creating and maintaining it, and more. Soon you’ll be able to do it all by yourself!

Table of content

1. Introduction to WordPress

WordPress is a content management system (CMS), which means it allows you to build a website and publish content that you want to share with the world. There are basically three elements that are central to what WordPress does:

  1. It is a text editor that allows you to create content
  2. It offers ways to manage and structure your content
  3. It has options to customize how your site works and what it looks like

One of the cool things about WordPress is that there are gigantic libraries of ready-to-use templates and features that people have created for you to hand-pick and use on your site. Some of those are free, and for some you’ll have to pay.

WordPress itself is free, which means you won’t have to pay license fees to use it: you can just download it. WordPress is open-source software. Open-source software is a software that is developed within a community. Everyone can use, alter and distribute the code.

Read more: What is WordPress? »

The difference between and

There are two different versions of WordPress: and In short, is basically a site where you can create an account and, like that, create your own site or blog. allows you to download the WordPress software so you can install it on your own site. While the latter sounds more difficult, we also think it has a lot of advantages.

We recommend using This option has much better customization options, and you can install any theme, plugin, and do just about anything with your site.

2. Getting started with WordPress

Getting WordPress up and running


When setting up a site, the first thing you’ll have to decide is what hosting company and what hosting plan suits your needs. You can think of the following elements:

  1. the server location
  2. the type of site you’re building
  3. how much storage space and bandwidth you need
  4. what type of hosting you need (shared, dedicated or VPN)

Keep reading: WordPress hosting »

Select a domain name

When you’ve decided which hosting party is fit to take care of hosting your site, you should think about which domain name you want to have for your site. A domain name is a convenient way to point people to that specific spot on the internet where you’ve built your website. Domain names are, generally, used to identify one or more IP addresses. So for Yoast, that domain name is

Domain names are a very important aspect of building a brand and thus require some thinking. You want people to be able to recognize you and find you if they’re looking for you. That’s why it’s often a good idea to have a short domain name. If it’s catchy, that helps as well, of course. Ideally, you also want a domain name that’s easy to spell. If you have a company, you’ll probably want your company name as a domain name.

Read on: Domain names and their influence on SEO »

Choose a TLD

Another very important thing to consider is what top-level domain (TLD) you choose. A TLD is, to keep it simple, te last part of the domain name. So for, Yoast is obviously the brand, and .com is called a TLD. Generally speaking we distinguish between several types of TLDs:

  • Country code TLDs (ccTLDs):
    Each country has its own TLD, e.g. .nl for the Netherlands, .fr for France, and .de for Germany
  • Generic TLDs (gTLDs)
    These are basically all other domains, like .com, .info, .net, .edu and .gov
  • Infrastructure TLDs
    Infrastructure TLDs are TLDs like .arpa. You can’t register a domain under .arpa, it’s only used for infrastructure purposes.

Keep on reading: Top-level domains (TLD) »

Setting up your site

Pick a strong username and password

When setting up your site, you have to pay attention to picking a strong username and password for the admin account. The administrator (also: admin) account in WordPress is the first account you set up. It’s the most powerful user role, which is reserved for site owners and gives you full control of your WordPress site. Make sure that you never use admin as a username!

Read more: Why you shouldn’t use admin as a username »

Make sure your website is on HTTPS

You also have to make sure your website is on HTTPS. When users engage with your site, they do so over what’s called an HTTP or HTTPS connection. The difference between these two connections is that, under HTTPS, all the connections between your site and the visitor are encrypted. This means no one else can read what’s going on between the visitor and the website. Thus, using HTTPS is a safer way of sending data than HTTP.

Navigating the WordPress backend

Now that you have installed WordPress, it’s time to explore the WordPress back end! You can see the WordPress back end as your control room: this is from where you can add, edit, and remove the content on your site, as well as control what your site looks like.

Logging in

To access the WordPress Dashboard, you need to follow these steps:

  1. Go to your WordPress login URL. If you haven’t changed this, this URL is
  2. Enter your WordPress username and password and click ‘Login’. If you’re already logged in, you’ll be taken to your WordPress Dashboard without having to enter your login credentials.

This takes you to a screen like the image below, where you see the WordPress Dashboard (1), the admin toolbar (2), and the admin menu (3).

The WordPress Dashboard

The WordPress Dashboard gives you an overview of what’s happening with your site. It’s the control room of your site, where you have a bird’s eye view of operations. The Dashboard contains widgets, which you can customize to make the Dashboard fit your needs. You can rearrange the widgets, simply by dragging and dropping them. Here we’ll discuss the default widgets:

At a Glance
As the name already implies, the At a Glance widget offers an ‘at-a-glance’ look at your site’s posts, pages, comments, and theme. As you can see in the image, it shows you the number of current posts (1), pages (2), and comments (3). It also shows you what version of WordPress you’re running (4) and which theme is active on your webpage (5).

The At a Glance widget

For a more detailed preview of your posts and comments, you should take a look at the Activity widget. As you can see in the image below in this widget, you see your most recent published posts (1) and the recent comments (2). In the recent comment section, you can see who commented and clicking on the user link lets you visit their profile. If you hover over a comment with your mouse, a list of actions will appear. From here, you can choose to approve or disapprove, reply, edit, see the history, mark as spam or put it to the trash. You can reply to a comment from the WordPress Dashboard. Simply click ‘reply’ and a form in which you can type your comment will appear.

The Activity widget

Quick Draft
The Quick Draft widget contains a mini post editor that allows you to create drafts instantly from the Dashboard. If you have a new idea, and you want to jot it down quickly, you can do this via the Quick Draft widget. All you have to do is enter a title, write a piece of text and click ‘Save Draft’. As the title already suggests, this is just a draft, and therefore it won’t be published on your site yet. Clicking on the link of the draft will take you to the post editor, where you can edit the draft and write a longer and complete version of your idea.

The Quick Draft Module

WordPress Events and News
Finally, in the WordPress Events and News widgets, you are offered a quick glimpse of what’s happening in the WordPress world. It shows an overview of WordPress-related news and upcoming WordPress events, like Meetups and WordCamps.

WordPress Events and News

The admin toolbar

At the top of the WordPress Dashboard, you see a black bar. This is your administrator toolbar, or in short: admin toolbar and it’s just visible to you, not to people visiting your site.

The admin menu

The admin menu is the sidebar on the left side of your screen. As shown in the image below, you can view the admin menu expanded or collapsed. The admin menu consists of various menu items. In this lesson, we’ll go into the default menu items of the admin menu. Please note that if you have any plugins installed, there may be extra, plugin-specific, items in your admin menu. For example, in the image below, you’ll see the menu item of the Yoast SEO plugin at the bottom of the list.

The WordPress admin menu expanded (left) and collapsed (right)

3. Customizing your site


When you start with WordPress, you’ll probably want to brand your website and give it a personal touch. Eager to start customizing your website? The settings menu in WordPress is a great place to start!


A theme handles the way your WordPress site looks. It serves as a representation for your brand, but – at the same time – takes care of the visual representation of WordPress content and data, like pages and posts. Simply put, a theme is what a person will see when visiting your website.

Keep reading: How to find the perfect WordPress theme »

The Customizer

With the Customizer, you can quickly make changes to the design of your site or the elements on your pages, such as your site branding, menus, and widgets. And you won’t have to touch any code!


A WordPress widget is a simple, pre-built block you can add to your site that serves a specific function, like a search bar, a list of your most recent posts, or an archive of your posts. Widgets can only be put into so-called widget areas. These areas are defined by your theme and are usually located in the sidebar(s) and the footer of your site.


WordPress plugins are pieces of software that you install to add extra features and functionalities to your WordPress site. They allow you to go beyond what a basic WordPress installation has to offer. There are tons of plugins with a lot of different functionalities, like speed up your site, filter out spam comments, secure your website, and set up an online shop.

4. Creating content in the Block Editor

The difference between posts and pages

In WordPress, there are two primary content types: posts and pages. Depending on the type of content you want to have, and how you plan to use that content, choosing between posts and pages can make a difference. Four main things set posts and pages apart:

  1. The time of publication is relevant for posts, but not for pages.
  2. Post feature an author and pages don’t.
  3. Posts are archived in WordPress and pages aren’t.
  4. You can leave comments on posts. Comments on pages are disabled by default.

How to write a post in WordPress

Writing a post is one of the most exciting and creative things you can do in WordPress. And luckily, it’s relatively easy too. Let’s dive into how it works.

  1. Click on the posts menu item in the admin menu.

    This will open the Posts screen. See 1 in the image.

  2. In the Posts screen, click the Add New button.

    The Post editing screen will open. Note: the Post editing screen may appear slightly different, depending on the theme you’re using. See 2 in the image.

  3. Add a title in the Add title field

    See 1 in the image.

  4. Start typing your content in the field below the Add title field

    See 2 in the image.

How to write a page in WordPress

Now that you know how to write posts, writing a page will be very easy. To start writing a page, you will need to follow the steps below. Once you access the page editor, writing a page works exactly like writing a post. Just like posts, you also use blocks to create pages.

  1. Click on the Pages menu item in the admin menu (1 in the image)
  2. Click the Add New button in the Pages screen (2 in the image)

5. Structuring your site

Organizing your website

When creating a website, it’s crucial to think hard about how you will structure it. An organized website is one that contains posts and page, which are grouped and linked in a structured manner. A disorganized website is just a pile of content with no apparent order. Surely, you would like to have an organized site that your visitors will find easy to navigate.

Let’s start by looking at an ideal situation: if you’re starting from scratch, how should you organize your site? We think a well-organized website looks like a pyramid with a number of levels:

  1. Homepage
  2. Categories
  3. Subcategories (only for larger sites)
  4. Individual pages and posts

The homepage

It goes without saying that your homepage should act as a navigation hub for your visitors. You should link to the essential pages from
your homepage. By doing this:

  • your visitors are more likely to end up on the pages you want them to end up on;
  • you show search engines that these pages are essential.

Of course, if your site gets bigger, you won’t be able to link from the homepage to all of your important pages. For example, if you write a lot of articles or have a lot of essential articles, you cannot link to all of them from your homepage. That would be bad for two reasons:

  1. It would lead to clutter, which will make it hard for your visitors to notice the pages you want them to visit.
  2. It would weaken link value for every individual link. With too many links on a page, every link is just a little less valuable for the page it links to.


In addition to having a well-structured homepage, you should also create a clear navigation path on your site. Your site-wide navigation consists of two main elements:

  1. The menu
  2. The breadcrumbs

The website menu is the most common aid. for navigation on your website, and you want to make the best possible use of it. Find out how you can optimize your website menu for your users and for SEO. If you want to make your site’s structure even more explicit you can add breadcrumbs to your pages. Breadcrumbs are clickable links that are usually visible at the top of a page or post. Find out what breadcrumbs are and why they are important for SEO.


WordPress uses so-called taxonomies to group content. Two major elements that help you with organizing your site are categories and tags. Categories and tags are examples of taxonomies.

Read on: What is the difference between tags and categories? »

Archive pages

Archive pages are generated when you create a category, tag, or another taxonomy (in WordPress, at least). They have their own unique URL on your site. Posts or (product) pages that belong to that taxonomy are presented in a list on these archive pages. So, these archives can be based on various things: this could be categories and tags, but also the post date and post author, or something else if you created a custom taxonomy or use a plugin that creates one.

Keep on reading: A tutorial on WordPress archive pages »

6. Managing your WordPress site

User roles in WordPress

You could be managing your WordPress site with multiple users. To make this easier, WordPress created a number of user roles. A user role determines what someone can do on your site. There are six predefined user roles to choose from:

  1. Super Admin
  2. Administrator
  3. Editor
  4. Author
  5. Contributor
  6. Subscriber

Next to these predefined roles, developers can also create extra user roles. You can assign an change user roles via the Users menu item in your WordPress admin menu.

Read more: Roles and Capabilities »

Updates and backups

Updating WordPress core, themes and plugins is important for three reasons:

  1. Security;
  2. Bugfixes;
  3. New features

However, updating comes with risks. To minimize risks, use high-quality plugins and themes, look at what is updated in the version details, and make a backup of your site before updating. WordPress also offers an updates overview, which you can access via the admin menu (Dashboard > Updates). Here, you’ll find all the updates available for your site.

It is important to make backups of your site because they allow you to go back to an earlier version of your site when an update causes issues, but they could also be useful when you experience trouble with your hosting provider or get hacked. There are basically three ways to create backups of your WordPress site:

  1. Manually;
  2. Through your host;
  3. By using a WordPress plugin.

Keep reading: How to backup your (WordPress) site »

Common mistakes

By now, you have probably noticed that WordPress is relatively easy to use. Even with no prior experience in building websites, creating a website with WordPress can be a piece of cake. Still, even with all the features that make WordPress easy to use, sometimes people can make mistakes. In this post, we explore the most common beginner’s mistakes in WordPress. And, of course we’ll also give some tips on how to avoid these mistakes.


Securing your website may sound like a daunting process. But there is good news! You can improve the security of the website yourself. You do not even need to have technical or coding skills. Even some small adjustments can make the difference between a hacked site, and a happy and healthy website. You can think of the following things:

  1. Make sure you always keep your WordPress core, plugins and themes up to date!
  2. Make sure that your WordPress password is complex, long and unique (CLU)
  3. Use a password generator to create safe passwords
  4. It’s safer to use two-factor authentication
  5. Use a secure, HTTPS connection
  6. Pick a host with solid security features

Read on: WordPress security in a few easy steps »

7. WordPress SEO

We’ve discussed how you can create a great site with WordPress. But, what is a great site without visitors? Creating a great site is unfortunately not enough to make people visit your site. And that’s where the real challenge begins. Creating a WordPress site is only the first step on your way to. stardom p- for the. other steps, you need to work on your SEO (Search Engine Optimization).

SEO stands for search engine optimization and it’s the process of improving websites and content to get more traffic from search engines. It has an on-page and off-page part. So, let’s go through the things that WordPress does for your site’s SEO out of the box.

  1. A strong foundation
    WordPress helps you get going quickly and it’s a pretty solid platform to work on. A basic setup can provide a strong foundation – even without extensive customization, theme optimization and plugins.
  2. Pretty permalinks
    It supports so-called pretty permalinks so you can use SEO-friendly URLs.
  3. Title tag
    WordPress also supports the title tag. This makes sure that the title you entered is also rendered in the code, so the search engines know exactly where to find the all-important title of your post.
  4. Duplicate content
    Also, WordPress automatically deals with duplicate content on some pages. By that, we mean that you sometimes show the same content on different URLs.
  5. Redirects
    Out of the box, WordPress also redirects posts whenever you change their titles, which is very convenient. Imagine if you decide you don’t like the way you’ve framed your post, rewrite it and then still have the old URL, which doesn’t match the content of your post anymore! It would be very confusing for visitors and search engines alike.
  6. Site Health
    Lastly, a recent addition is the Site Health dashboard that shows you how your site is doing in a technical sense.

WordPress SEO is an exciting, but also gigantic subject to tackle. That’s why we made a definitive guide to WordPress SEO. This guide gives you a lot of stuff you can do on your WordPress site. It goes from technical SEO tips to conversion tips, to content tips, to conversion tips, and a whole lot in between. So, make sure you check out this guide to higher rankings for WordPress sites.


That’s it! It was probably a lot to take in, which is why we recommend taking the WordPress for beginners training course. You’ll find everything you need to know if you’re a WordPress newbie. The training includes quizzes that test whether you have mastered the subject. And, it’s online and on-demand, so you can get started whenever you want! Good luck!

The post How to make a WordPress website appeared first on Yoast.

Google’s Approach to Technical SEO – Lukas Haensch // Pathmonk

Episode Overview: Knowing what technical SEO adjustments to make to increase your ranking is difficult when search engines consistently publish new algorithm updates and SEO itself is always in a state of flux. Join host Ben as he speaks with Pathmonk founder Lukas Haensch to discuss how Google views technical SEO and what reliable technical adjustments you can implement to significantly boost your ranking.


  • Decreasing page load times is one of the most important SEO technical optimizations to make.
  • Leverage tools like to test your page speed and Google Think to see industry-specific performance benchmarks to help optimize your website.
  • One quick way to decrease site load time is to run a test on and click the filmstrip view to see a step-by-step breakdown of how your page is loading and check for JavaScript files. Deferring them can prevent them from impacting critical rendering paths and keep users engaged on your site.


Ben:                 Welcome to agency month on the Voices of Search podcast. I’m your host Benjamin Shapiro, and this month we’re focusing on understanding and optimizing the relationships SEO agencies have with their in-house SEO partners. Joining us is Lukas Haensch, who is the founder of Pathmonk, which is an AI-driven technology that provides an effortless customer acquisition channel to automatically grow clients from website and social media traffic. Prior to working at Pathmonk, Lukas also works at a company called Google, working in their mobile optimization team. Maybe you’ve heard of it. And today Lukas and I are going to talk about what agencies need to know about how Google views technical SEO.

Ben:                 Okay. On with the show. Here’s my conversation with Lukas Haensch, founder at Pathmonk. Lucas, welcome to the Voices of Search podcast.

Lukas:              Thanks, Ben. Thanks for having me. Pleasure to be here.

Ben:                 Excited to have you here, and excited to not only talk to you because you’re doing some interesting things in conversion rate optimization, but honestly, you’re an ex-Googler and we don’t get to talk to many people that are working at the mothership, being an SEO podcast. Tell us a little bit about you and your background.

Lukas:              Oh yeah, sure. So we’re just normal people, just to get it out the door first. Yeah, sure. So I’ve been with Google for about four years working in various teams, and one of the teams has been also the mobile optimization team and is probably one of the reasons why we were chatting here today. So, I basically spend time in Google working with some of Google’s … It’s funny actually. When I’m saying Google, my Google app goes off here, my assistant. One second. There you go. So basically spent time with Google’s mobile optimization team, which means we would be working together with Google’s larger advertising clients in order to optimize their websites from various angles from mobile websites, in particular, from a UX angle, as well as from a page speed, and performance angle given the different impact that it has on SEO. We’re going to chat about that, and obviously just purely conversions on the site.

Lukas:              Yeah, I’ve basically seen a lot in what goes into conversion rate optimization, what goes into getting more leads from your site, if you’re a lead generation company. And then I moved on to Workday, is another Silicon Valley-based company, as a UX lead designer for one of the products, spent there about a year. And then after all of those learnings and the time there, moved into being co-founder in the Pathmonk, which is into how you are able to qualify and convert more people from your website through artificial intelligence.

Ben:                 So, you’ve had a rich history working in some pretty notable companies. I’ll be honest, the one I care the most about is Google. And specifically, we don’t get an opportunity to talk to people at Google about how they think about SEO. And you were on the mobile team, so technical SEO is something that I specifically want to focus on. Give us the lay of the land, spill the beans. How does Google think about what we should be doing? What are the major ranking factors that matter? Tell us the secret sauce.

Lukas:              Yeah, so I have brought here a paper with all the ranking factors. Just kidding. Obviously, even being in Google there’s various levels of insights that you could have only to certain topics, and my focus within Google has been always on page speed optimization, performance optimization, as it is one of the ranking factors. So unfortunately I cannot come with the whole formula for you guys, but what I can do is I can share how we were thinking internally about page speed, what types of metrics to look at, how we could be measuring this, what is the main things you can be looking at, if you’re an SEO agency, maybe what is a quick check that you can do with the clients that you’re working with to maybe point them to one of the other things that it can be doing on their page to just increase page speed a little bit. So have to slightly disappoint. I don’t have the whole formula, but I would guess there’s actually not that many people in the world who would actually have a whole oversight on all of this.

Ben:                 I’m sure if they did, they wouldn’t be talking to me on this podcast but, boy, would I be grateful. So we all know that page speed is one of the most, if not the most, important ranking factors. And one of the biggest pieces of low hanging fruit when it comes to making drastic performance changes, when we talk about technical SEO, it’s always the first thing that we think about is how quickly are you loading your website to provide relevant content to your consumers from the inside? How does Google think about page speed? And is it really the number one ranking factor that they cared about while you were there?

Lukas:              So, it’s definitely an important factor, right? Is it the number one? I wouldn’t even be able to tell you because I don’t have even that full insights there. What I can tell you-

Ben:                 But yes, yes. Yes it is.

Lukas:              What I can say is that it’s definitely growing in importance. There has been an increasing focus on page speed optimization, and it’s actually, putting the SEO ranking aside a little bit, it is actually a very natural thing to do for Google, right? Because more and more mobile searches are happening. I think the mobile traffic has surpassed the desktop traffic quite a while ago and then basically the next step is to figure out, okay, how do the pages where the visitors land on, what experience do you provide when you do that in mobile? Do you provide an experience that is a blank screen for the next 10 seconds, or do you have a continuously good experience from the different search results into the different pages? So definitely it’s an important factor. Definitely there was a team internally in Google that was just focusing on identifying what can be gaps that Google’s clients are having in terms of page speed optimization, and sort of that’s where my learnings and my history come from, and the perspective on a very high level internally on how you can think about page speed optimization because there’s many ways to think about this.

Lukas:              But what we particularly looked at and focused at was how do you make sure that you serve a first meaningful experience in the fastest way possible, right? How does that above the fold content render the quickest and shows meaningful content? Meaning a hero image, a call to action, a headline, maybe one or two other images, your icons. How long does it take until all of this is actually being displayed on the mobile device? Because there’s tons of metrics that you could be theoretically looking at, right? If you’re looking at page speed optimization, there’s the low time of the page, there’s the time to first byte, there’s the start of the render, there’s the fully loaded. What we were continuously looking at was something called speed index. And speed index, it’s basically a metric that represents how long it takes until the above the fold content of your first visit is being rendered, right? How many milliseconds does it take?

Ben:                 Okay, so that’s an important distinction. While we’re thinking about site speed where you can look at various metrics to understand what your site speed is, from your experience, Google cares first and foremost about what’s going to be above the fold that’s going to load? So if you have heavy pages, you have to prioritize the top of the page to load first and make sure that you’re having that first glance being visible as quick as possible.

Ben:                 This is agency month, and so for the agency partners that are out there or for the in house SEOs that are thinking about how to work with their agencies, when you’re thinking about a site speed audit, it’s something that a lot of agencies are doing. They’re coming in, they’re going to say, “Hey, we’re going to evaluate and audit the technical aspect of your SEO.” What are the metrics that agencies should be thinking about, and what should the in house partners be asking for when it comes to understanding the site speed and the evaluation of their pages?

Lukas:              Yeah, I mean, obviously there is even Google tools where you can get your sort of ranking or your percentage points of how good your page is doing. I can tell you what we’ve been doing internally, even ask the team, talking with people. As I was describing this idea of the page speed index, I think that is a very, very good metric to look at because it describes exactly how long it takes until that first page above the fold is being rendered, and you can leverage tools like, for example, which it’s not an official Google tool, but it was built actually by the Google cracks that are the super brains on that topic. Basically they were building these tools. It’s not really an official Google tool, but it’s built by Googlers and is heavily informing also internally. So is a super good tool to run your page through and then checking the page speed index. And that speed index will be something around, it depends, obviously, how fast you’re loading, but it’s in milliseconds so it’s going to tell you a page speed index of around, maybe let’s say 5,000, if your first above the fold content is being loaded in five seconds. So that’s a really, really good place to start. And then from that first train of thought, there is a lot of questions kicking off from there, right, that could be asked.

Ben:                 So obviously there’s the site speed index, which is how long it takes to have that first top of the page load. What are the things that you can do to affect page speed when you’re … I just loaded the, a website that I run for another podcast, and I have a page load time of 5.2 seconds. What can I do to decrease that?

Lukas:              So, you mentioned the page speed index of 5,210 then, I would assume is what you’re seeing?

Ben:                 Mm-hmm (affirmative).

Lukas:              Yes. So there is a lot that you can do about it. I think the very first thing that I can say is how the browser actually deals with the page, right? And if you’re thinking along the lines of how the browser thinks about it, then I think you’re going to be on a very good track from the get go. So on the very, very high level, right? The browser is going through something called a critical rendering path. And the critical rendering path is basically what the browser is going through in order to get the resources that it wants to show, download them, and execute them. Right? And there is basically different steps. I’m just going to keep it high level, but basically the browser is going through the HTML parsings, it’s getting its HTML, the CSS, the JavaScript, and then it’s putting everything together, the CSSM and the Dom, which means it’s called the render tree. So it’s building up the page, step-by-step, and then it gives you the paint on the screen.

Lukas:              And basically, what now can happen is that different resources, your JavaScript files, your CSS files, your HTML files, they can so-called block the rendering path, right? And that means if you have, for example, a big JavaScript file, let’s say you’re loading a carousel on the top of your website, which is JavaScript based, it’s going to be blocking the rendering because it’s going to take time until this JavaScript is being downloaded, executed, and then basically ready for the site and ready for the router to start its rendering and layout and painting of the screen.

Lukas:              So, the core idea is thinking like the browser about this and looking at the individual files that potentially can affect your rendering, and from there on analyzing each of the files and then try to find solutions for the issues that will be occurring. Because for JavaScript, for CSS, for your images, for your fonts, for your icon fonts, there will be different issues playing in that in the end, make the picture that you see on the screen, and each of them can be optimized in a different way. So this would be, sort of from a conceptual level, how you could approach this.

Ben:                 So, the first thing to think about is what are the elements of your page and understanding what’s actually blocking. Do you have heavy files, JavaScript tags that are taking too long to load, image files that are a little too heavier, unoptimized? Is there any sort of benchmark that Google looked at while you were there to understand what is a performance page? Obviously they’re comparing all of the competitive pages against each other. Is five seconds good? Are they looking for everything under three seconds? Are there any sort of benchmarks that you should be looking at?

Lukas:              Yeah, there’s actually tons of benchmarks, some from a high level. Sort of the magic number that was always being used is this three second benchmark, right? 53% of users would leave a page if it takes longer than three seconds to load. So that’s been sort of the core numbers that has been used in that time. And since, a lot of research has been published, and there is an internal team in Google that is actually publishing on the Google Think website quite a lot of extensive research that are industry-specific benchmarks for the travel industry, for the financial industry. So whatever industry you’re in, check out the Google Think resources there where you can see very specific benchmarks for those performances.

Lukas:              But on a high level it was just three seconds or 3,000 page speed index that we’ve been focusing at. And then there is supporting data around that then sort of looks into, okay, with every second that you’re adding to a load time, the effect that it can have on conversion rates. And yeah, so that’s basically been sort of the base thinking in order to see, okay, how fast do we have to get pages? And then obviously Google started to roll up much more with accelerated mobile pages to be even much more faster than that. But three seconds or page speed index of 3,000 for your website is pretty decent goal to have, I’d say.

Ben:                 So I think that as we’re reframing this in terms of agency thinking, when you’re vetting an agency if they talk about what your site speed goals are, the three second benchmark is one thing to look at and understanding if you’re working with an agency and they’re not necessarily focused on page speed or if they’re trying to get your page speed down and they can’t get to that mark, they might not be the best agency. And obviously this depends on what your website is doing as well.

Ben:                 One other thing I noticed looking at is that at the top of the page they go through a couple of different categories of, and they actually give you grades, what was the first byte time, keeping alive, enabled, compressed transfer, compressed images, cache static content, and effective use of CDN. It seems like that if those are the five categories that are at the top of the page and you get letter grades A, B, C, D, E, F, that it’s worth thinking about page speed in terms of those categories. What can you do to optimize any of those five categories, and are they the ones that you should be paying attention to?

Lukas:              I think it’s a really great question, and I think it comes down to the concept of page speed optimization does not necessarily have to be a huge task, right? I think it’s probably one of the biggest learnings that it took from all of those years, which was that you can have a big meeting, a board meeting, you look at those metrics, and then in reality what it comes down to is that there is potentially just an old fun file loading in the old fun file format, right? And therefore you don’t see the letters on the screen for quite awhile.

Lukas:              So to answer your question, obviously they only have their reason for existence, but there’s also different level of effort required in order to actually being able to optimize them. And speed index has a very interesting characteristic, which is that you basically just have to look at the files that you’re loading, that you’re sending, in order to be able to optimize this, which makes it much easier to work on this. So the experience was we would have had Google hackathons where we invite companies, we spend an afternoon, and the page speed would be dropped by three seconds, six seconds. It was even competitions around that, how much do you get done in a couple of hours? Because this concept of the critical rendering path and the effect that each individual file can have can be so huge in some circumstances that it sometimes it’s just a matter of, okay, looking at the JavaScript files, which ones do you actually need when you’re loading above the fold content? And then you defer the rest of them.

Lukas:              And I’m sort of sliding now into speaking about of couple of tips and tricks. I’m happy to move into that, but I think to answer your question, yes, all of the categories have the reason for existence in OCD and optimization. It’s something really important. But page speed index is something you can do sitting down in a couple of hours and find the major flaws and push it down quite a bit.

Ben:                 The last question I’ll ask you today is give us some tools and tips that you recommend for ways, if brands can quickly lower their page speed, what are some of the ways that you’ve seen do that? Give us the secret sauce.

Lukas:              Sure. I’m going to give you a couple of tips that we’ve been using again and again to optimize the pages. So number one, you go to, you run your test, and you click on what’s called the filmstrip view and you see a step-by-step breakdown how your page is loading, which gives you sort of the ammunition to know into which files to look at. And you will be seeing, for example, that you have a lot of JavaScript files at the top.

Lukas:              First step there, if you have a lot of JavaScript files, have a look, which ones do you actually need? Right now at the beginning when the page is loading, sometimes it’s the JavaScript that is responsible for the checkout at the very end of the user journey. Those JavaScript files, they can be deferred, what’s called deferred, or they can be loaded asynchronously. There’s two ways to do that. Which means they’re just being basically pushed back a little bit in the loading time and because they’re deferred, they’re not going to be impacting the critical rendering path. So that’s one thing. Check for your JavaScript files, can you defer some of them?

Lukas:              Then there is obviously stuff like images, right? I mean, a lot of stuff has been talked about images. Only a few small pointers that I want to give there. So if you are loading images on your page, what you can be doing is you can be loading the image size that is matching the device size. All right? So you have an image that has a size of maybe 450 by 400 and 768 by 400. 1,200 times 800, so different versions of your image and you load it depending on which device the user’s coming from. So there will be source set in CSS. That’s something you guys can be doing in order to decrease the load time of the image. Obviously compressing images is another thing.

Lukas:              Another thing that we’ve been doing quite a bit with the images, it’s a little bit debatable, but it’s the idea of Base64 encoding. You take one hero image, you Base64 encode that, Base64 encoders are all around online, which means you turn your image into a code string, you take the code string, you place it into your HTML, which means it’s going to be pushed with the first request because you said just before, in a critical rendering path, the HTML is the first file that is being pulled and parsed. So that’s when I think through.

Lukas:              And then there’s, lazy loading is another way. You load your pictures on demand basically. Somebody’s scrolling the page, and if you can work with libraries such as … Lazysizes is a nice one to load pictures on demand, and not pre-loading them. Because most of the pictures on your page are images you only need once the user starts interacting, and not in that first couple of seconds. So that’s a really great thing to check.

Lukas:              There’s tons more of this next small things. Some things that really fascinated me was the fonts, the font files. Super easy trick if you’re not particularly worried about which phones you’re using, it’s recommendable to use something like Open Sans or Roboto. Why? For the very simple reason, they are the most used phones on the internet, which means the likelihood that a user has already has downloaded and cached that font is super high. It’s something like 70-80%, about that, which means they already going to have, per default, your font ready on the screen and don’t have to wait for a load. Another small one, and I can go on and on and on-

Ben:                 Don’t stop now.

Lukas:              Another small one will be, okay, you’re loading your icon fonts, right? What have been seeing again and again is you’re using something like IcoMoon or any other packages of icons and you actually use three or four icons on the above the fold screen, but you’re loading about 600 icons in the package for that first load, right? Because you just put in that file, which means, again, here you’re loading something that you don’t need. So you can take those three or four icons that you need for the above the fold content, Base64 encode them as well, and send them with the first request and then later load or the other icons that you don’t need. So it’s really all about pulling the layers and layers of files that are sort of blocking the rendering that you actually don’t really need at the very moment.

Lukas:              And let’s say the standard example has always been the carousel that you have on the top of the screen. A lot of e-commerce pages did and still, to a degree, are doing this to have a carousel of flicking images at the top on mobile, and you come in here to a situation that most of the time this is a JavaScript based so it’s going to be blocking the rendering by default, and it’s going to be several images loaded at the same time, which is, in a way, a recipe for disaster from a page speed perspective, right? Because you have to get the JavaScript first, you have to load all those images, which is going to then take quite a while until you have that first render being done. And on the flip side, the effectiveness of those carousels is really highly doubtable on whether somebody actually interacting with those third, fourth, or fifth image.

Lukas:              Yeah, so there is a lot of things that you can do. I think the key perspective is to have a look into your own waterfall from, see how your files are effecting, what files have been loaded when some screen is still blank, or your screen is there but just the hero image is missing. So it’s really down to that level, and I think that makes it a little bit more tangible and a little bit more actionable. So a page speed optimization can be done in a matter of couple of hours.

Ben:                 Lots of great advice, lots of low hanging fruit for our agency partners, for our in house SEOs as well. And that wraps up this episode of the Voices of Search podcast. Thanks for listening to my conversation with Lukas Haensch, founder of Pathmonk. We’d love to continue this conversation with you, so if you’re interested in contacting Lucas, you can find a link to his LinkedIn profile in our show notes, or you could visit his company’s website, which is,

Ben:                 Just one link in our show notes I’d like to tell you about if you didn’t have a chance to take notes while you were listening to this podcast, head over to where we have summaries of all of our episodes, the contact information for our guests. You can also send us your topic suggestions or apply to be a guest speaker on the Voices of Search podcast. Of course you could always reach out on social media. Our handle is voicesofsearch on Twitter, and my personal handle is BenJShap, B-E-N-J-S-H-A-P.

Ben:                 If you haven’t subscribed yet and you want a regular stream of SEO and content marketing insights in your podcast feed, in addition to part two of our conversation with Lucas Haensch, founder of Pathmonk, we’re going to publish episodes multiple times during the week. So hit that subscribe button in your podcast app and check back in your feed soon. All right. That’s it for today, but until next time, remember, the answers are always in the data.