SEO Best Practices for Marketers

I consult businesses for $3K/hour on how to double or triple their organic traffic. Here’s 5 of my best, non-obvious advice for 2025: 1. Start optimising for AI chatbot visibility Over 71.5% of consumers now use LLMs for search to complement Google. • Structure content clearly. Use bullet points, concise intros, and proper H2s so AI can summarize your info easily. • Publish original stats, examples, and expert perspectives. AI prioritizes unique, first-hand insights. • Add schema markup. Use FAQ, How-To, and Product schema to boost AI readability. • Build domain authority with consistent mentions and authoritative backlinks. Chatbots prioritize trustworthy sources. • Monitor citations. Use tools like AlsoAsked, Bing Chat, or Perplexity to see where your brand shows up, and reverse-engineer what works. 2. Create topical clusters Google’s moving from keyword-based indexing to topic-based indexing. That means: • Build pillar pages and surround them with 10–20+ related articles. (depending on topic size) • Cover every question and angle around your niche. (Use ChatGPT or Ahrefs to come up with content ideas) • Link internally in a way that mimics expert knowledge architecture. • Update older pages with new stats, examples, and links to new content to keep your topical coverage fresh. 3. Focus on user-centric SEO Google prioritizes user experience signals now more than ever. • “Last-click satisfaction” tells Google your site ended the search. If users pogo-stick back to the SERP, your rankings are toast. • Format pages to be scannable and easy to read. Use short paragraphs, strong subheadings, and clean layouts that guide the reader's attention. • Prioritize user intent, not just search terms. Understand what the searcher really wants and deliver it fast. 4. Double down on video and visual content 60% of users say they prefer video over text when learning something online. Google knows it. And they’re adjusting the SERPs. To stay competitive: • Embed short-form videos that summarize your content to boost dwell time and increase value for skimmers. • Use VideoObject schema to help search engines index and feature your videos properly. • Add custom visuals, charts, or infographics. They make your content more engaging, reduce bounce, and boost backlinks. • Repurpose blog topics into YouTube videos targeting the same keywords. This doubles your chances of appearing in both search and AI-generated results. 5. Focus on bottom-of-funnel keywords and CRO Informational queries now trigger AIOs 59% of the time. To stay profitable: • Focus on commercial intent keywords like "[product] vs [product]" and "best [product] for [specific need]" (these trigger AIOs only 3-5% of the time) • Maximise revenue from your traffic by testing different headlines, CTAs, and page layouts to improve conversion rates. • Install heat map tools (like Hotjar/Mouseflow) to get invaluable data on user behavior and fix potential friction points.

75% of internet users don't speak English. Yet most B2B sites are English-only. And then we wonder why international expansion feels complicated. It’s not complicated. It’s just operationally painful. For years, going global meant: Translator. Developer. SEO specialist. Weeks of coordination. So companies postponed it. But if you’re on WordPress, Shopify, Webflow, Squarespace or almost any CMS… You can make your site multilingual in minutes. That’s what I found interesting about Weglot. Install it once, and your site is instantly translated with AI. Behind the scenes, it also handles: • Language-specific URLs • Hreflang tags • Translated metadata • Automatic updates when content changes In other words, multilingual SEO without turning it into a dev project. You can refine key pages manually, control tone, and manage everything from one dashboard. Which changes the decision entirely. Instead of asking: “Are we ready to expand?” You ask: → “Which market should we test next?” If your website only speaks one language, you are not limiting ambition. You are limiting access. And access is leverage. Want to see how this works in practice? Try it here: https://lnkd.in/enXEbGFS If removing the technical friction made expansion easy… Which country would you test first?

5-Minute Website Audit: Check Your Mobile Friendliness Why Mobile-Friendliness Matters in SEO With Google’s mobile-first indexing, your site’s mobile version is the main focus for rankings. Mobile-friendliness impacts page speed, user experience, and accessibility, making it crucial for engagement, better rankings, and a broader reach. Using the Mobile-Friendly Test Tool Google’s Mobile-Friendly Test is free and easy to use. By entering your URL, you get a report on mobile usability issues, including text readability, tap target size, page speed, and design responsiveness—all key for mobile interactions. Key Mobile Optimization Concepts -Responsive Design: Adjusts layout to fit all screen sizes, improving accessibility. -Page Load Speed: Faster loading enhances retention and SEO; optimize images, scripts, and servers. -Tap Targets & Navigation: Easy-to-tap buttons and intuitive navigation prevent misclicks. -Text Readability: Fonts should adjust for clarity without needing zoom. -Challenges in Mobile Optimization -Responsive Design Complexity: Converting to responsive design may require significant changes. -Load Speed Optimization: Mobile networks are slower, so optimizing speed is challenging. -Aesthetic vs. Functionality: Balancing visuals with fast performance. -Cross-Device Testing: Testing on multiple devices and browsers is crucial but time-intensive. Running the Mobile-Friendly Test -Visit the Tool: Enter your URL on Google’s Mobile-Friendly Test page. -Run the Test: Click “Test URL.” -Review Results: View mobile-friendliness and address any issues, like small text or crowded elements. Strategies for Mobile Optimization -Responsive Frameworks: Use Bootstrap or Foundation for adaptable layouts. -Image Compression: TinyPNG and similar tools reduce image sizes for faster loads. -Simplified Navigation: Large, clear buttons and straightforward menus. -Prioritize Key Content: Show critical info above the fold for visibility. -Optimized Font & Spacing: Use at least 16px font with ample spacing. Benefits of Mobile Optimization -Higher SEO Rankings: Google rewards mobile-friendly sites. -Better User Experience: Smooth navigation lowers bounce rates. -Higher Conversions: Improved mobile experience encourages actions. -Broader Reach: Mobile optimization expands accessibility. -Competitive Edge: A seamless mobile experience sets you apart. Conclusion Optimizing for mobile is essential. Regularly run Google’s Mobile-Friendly Test to catch issues early and keep your site competitive. NEXT STEPS -Test mobile-friendliness regularly -Implement responsive design for flexibility -Monitor mobile performance. Consider professional audits if challenges persist. #MobileSEO #MobileFriendly #WebsiteOptimization

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

I spoke with a D2C brand that had skyrocketed its organic traffic yet their daily orders were still flat. They came to me expecting a quick SEO fix. But as I dug deeper, I realized what they needed was a strategic framework —an integrated set of choices that would drive not just visitors, but profitable orders. Initial Situation: ➜ 10x increase in daily clicks (from almost nothing to 2,000/day) ➜ Average Order Value (AOV) surprisingly low ➜ Order volume: virtually unchanged despite the traffic surge Problem Identification: Why wasn’t all that new traffic turning into sales? The brand had invested in SEO, yes—but without aligning content strategy with top-selling SKUs, profit margins, demographics, and their unique value proposition. ❌ They chased visibility, not viability. Process (Our Discovery Call): I asked questions like: ➜ Top-selling SKUs? ➜ High-margin categories? ➜ Core audience and demographics? ➜ Product Differentiators vs. competition? ➜ Customer repeat purchase cycles? By understanding these, I identified where intent-rich opportunities matched their strongest business levers. What We Did Next (The Proposal): I presented a tailored SEO program that went beyond “just more traffic.” It focused on: a) Where we choose to play: Pinpointing search opportunities that have a short time to value of results. b) How we choose to win: Mapping keywords to product categories with favourable Search Volume, Keyword Difficulty (KD), and Average Order Value. I presented them a scatter chart of commercial-intent keywords plotted by: ➜ Search Volume ➜ Keyword Difficulty ➜ Potential AOV Impact This instantly clarified the path forward. Instead of random traffic, we were going after the right traffic. The prospect’s reaction? He said no previous proposal had offered this level of strategic clarity. It’s easy to chase vanity metrics (traffic, rankings, clicks), but without aligning your SEO strategy to business goals, you’ll never see the revenue catch up. Stop treating SEO as a game of traffic. ➡️ Treat it as a strategic tool that positions you in front of high-intent audiences. ➡️ It’s not about playing everywhere—it’s about winning in the right places. If you’re looking to make strategic choices—on Google, Bing, or next-gen platforms like ChatGPT, Perplexity, Claude —and you want to translate visibility into growth, let’s talk. I’d be excited to help you map your SEO opportunities to real business outcomes.

SEO isn’t going anywhere. But AI is changing how we do SEO. If we, as marketers, feel the pressure to keep up with AI, imagine how overwhelming it must be for our clients or bosses. Some are rushing to jump on the AI hype train without getting the basics right first. Don’t be that person. Lead with fundamentals. Lead with clarity. Here’s the reality: AI models pull from the web. If your site isn’t structured well and optimised you won’t get picked up by AI systems. Why traditional SEO matters before you dive into AI SEO: ☑ Technical foundations first: If Google can’t crawl your site, AI won’t either. ☑ Backlinks still work: Pages that rank well on Google are more likely to be cited by AI. ☑ Content depth counts: Well-structured, in-depth content wins both SEO and AI visibility. Normalise the process Use this framework: “We’re focusing on optimising the core first. Here’s what we’ll do to improve technical health and rankings. Then, we’ll build on that for AI visibility.” Then take action. Track progress. Report back with clear results. Adapt the plan based on data. If you’re selling SEO, sell clarity and strategy. If you’re buying SEO, ask for a roadmap you can explain in simple terms to your team. What’s your strategy to keep SEO clear and actionable for clients or your team?

🚀 You’ve invested in great content. You’ve targeted the right keywords. But if your site is technically flawed, your rankings — and user experience — will suffer. We’ve just published a comprehensive guide that dives deep into one of the most overlooked (yet essential) areas of digital marketing: Technical On-Page SEO. In this in-depth article, we explore: 🔹 How to optimise Core Web Vitals for speed, responsiveness, and stability 🔹 Why schema markup is your secret weapon for rich results and better visibility 🔹 The internal linking strategy that boosts topical authority and discoverability 🔹 How accessibility isn’t just ethical - it’s great for SEO too 🔹 The maintenance routines that keep your site in peak technical health This is more than a checklist - it’s a technical SEO blueprint for anyone serious about organic growth. Whether you’re in-house, agency-side, or running your own site, this guide will help you: ✅ Improve rankings ✅ Reduce bounce rates ✅ Enhance user experience ✅ Future-proof your site against algorithm changes If you want your content to truly shine, it’s time to get your technical foundations right. Let’s raise the bar for what good SEO looks like. #SEO #DigitalMarketing #TechnicalSEO #CoreWebVitals #SearchEngineOptimisation #StructuredData #WebAccessibility #InternalLinking #WebsitePerformance #OrganicGrowth #MarketingStrategy #ContentMarketing

Stop sending endless SEO audits. They're not being read. Businesses don't care about lengthy, 30-page technical reports. ↳ They care about rankings ↳ They care about traffic ↳ They care about revenue ↳ They care about leads And what ends up happening? A massive document filled with jargon is just gathering dust. Instead, focus on the real issues. ✔️ Identify what's critical ✔️ Highlight what can wait ✔️ Suggest quick wins Turn your analysis into actionable steps. Make clarity your goal, not complexity. Show your clients you are not merely auditing their site, you're proactively solving their problems. Remember this: Don't go overboard fixing everything for free. There is a fine line between being helpful and overextending yourself. I once took a 50-page SEO audit and condensed it into a single page of clear, actionable insights. The outcome? The client actually took action. They started implementing the changes right away. Now, they send me ongoing SEO campaigns because they see my commitment to impact over busy work. In SEO, delivering real value always triumphs over delivering fluff. Are you making the same mistake in your audits?

While everyone talks about being consistent, it is the No.1 proof point of success. The truth is: everything meaningful in business compounds. Authority compounds as you show up with perspective. Trust compounds as people see you week after week. Distribution compounds when your name becomes familiar. But none of these effects reveal themselves quickly. You have to be in the game long enough for the multiplication to begin — and almost nobody is. This means you need to build a systemised Content Engine for: 1. Volume/reps over a long time period. 2. Quality, authentic, original, value-adding content. I’ve seen it with clients, we start working together and build momentum, with more touchpoints, more qualified leads, more premium positioning. Then they leave and stop posting. Within weeks, everything slows down. The awareness. The authority. The inbound demand. The shorter sales cycles. All the benefits evaporate as quickly as they appeared. Not because the strategy stopped working — but because the consistency did. It feels like trite advice, and to be honest, it is. But I believe it is the No.1 factor determining success.

SEO isn't just a one-time setup. It's a strategic system that requires consistent attention: Most businesses approach SEO like a sprint when it's actually a marathon. I've analyzed hundreds of websites that invested thousands in "SEO overhauls" only to see their rankings plummet months later. I've been using Semrush products and services. Why? They ignored the maintenance. SEO requires four distinct rhythms of work: 1. Priority tasks that form your foundation  • Set up proper analytics  • Optimize site speed and structure  • Create your keyword strategy  • Build topic clusters that establish authority 2. Daily and weekly maintenance  • Monitor Google Search Console for new errors  • Scan for broken links  • Review analytics for pattern changes  • Track competitor SERP positions  • Verify technical elements remain intact 3. Monthly strategic work  • Conduct fresh keyword research  • Create quality content that serves search intent  • Identify older content to refresh  • Monitor organic traffic patterns  • Check for indexing issues 4. Periodic optimization  • Add internal links from high-authority pages  • Create and optimize video content  • Optimize slugs and URLs  • Add proper alt text to images  • Create infographics for link building The businesses that dominate search understand this rhythm. They don't treat SEO as a project, they treat it as an ongoing business function with clear processes. The most valuable SEO asset isn't a perfect website. It's a consistent system that addresses all four time horizons simultaneously. Stop chasing the latest SEO "hack" and start building your sustainable SEO system.