Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
Why Your SEO Campaign is Failing by Alexander Kesler #360
An SEO campaign fails for seven main reasons including an outdated website, poor on-page SEO, improper link building, underperforming content, low conversions, a weak keyword strategy, and Google penalties.
Key takeaways
- Important pages must appear in main site navigation so Googlebot can recognize their importance.
- Inbound link building is the second most important ranking factor, after content.
- Long tail keywords have lower competition and a higher conversion rate than short, high-volume terms.
- Content must be original, relevant, and timely to hit the sweet spot that earns rankings.
- A site that ranks and drives traffic but does not convert is still an SEO failure.
beyond internal linking building inbound links is vital for your site it is considered the second most important ranking factor with content being the first
About this episode
SEO campaign down in the dumps? Chris and Chuck will tell you what you need to change to get your SEO back on track. This includes multiple tips on your website, on-page SEO, building links, and of course, content! Don't miss out on podcast 360!
Questions this episode answers
Why is my SEO campaign failing even though my site ranks?
Ranking without conversions is still an SEO failure. The article by Alex Kessler identifies seven reasons campaigns fail: outdated website, poor on-page SEO, improper link building, content that does not perform, content that does not convert, a weak keyword strategy, and Google penalties such as Panda, Penguin, or a mobile penalty.
What is the easiest way to start building proper inbound links?
Start with low hanging fruit: niche directories relevant to your business, such as NOLO and AVVO for attorneys or WeddingWire for wedding vendors. Also claim your top six local directory listings on Google, Bing, Yahoo, Facebook, Yelp, and similar platforms, since all of these generate inbound links.
How should I approach keyword strategy to improve SEO?
Do not focus only on high search volume keywords, which are harder to rank for and have lower conversion rates. Use a hub and spoke approach where your main term is the hub and supporting long tail phrases are the spokes. Long tail keywords are closer to user intent and convert at a higher rate.
What Google penalties can cause an SEO campaign to fail?
The most common penalties are a Panda penalty for thin, duplicate, or irrelevant content; a Penguin penalty for manipulative link building like link exchanges or mass guest posts with identical anchor text; a mobile usability penalty for non-mobile-friendly sites; and a top heavy penalty for too many ads above the fold.
In their words
if your site is ranking and driving traffic but your content is not converting that's still an SEO failure
Charles Lewis
you can get all the other factors right but without high quality content your SEO will continue to fall flat
Charles Lewis
Terms defined in this episode
- Shiko
- An eWebResults branded term for social engagement, standing for shares, likes, and follows.
- Hub and spoke keyword strategy
- A content approach where a main target term is the hub and secondary supporting phrases are the spokes, used to cover user intent more broadly.
- Long tail keywords
- More specific, multi-word search phrases that are closer to user intent, easier to rank for, and carry a higher conversion rate than short high-volume terms.
- Panda penalty
- A Google penalty applied to sites with thin, duplicate, scraped, or low-quality content that can devalue specific URLs or an entire domain.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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