Author: DWGtalks

404 errors: Google Provides Clarity

Summary

The search advocate John Mueller at Google presented information about Search Console and valuable information for the website owners who want to understand how their site displays in search results while executing site migrations through 404 error code and redirect management.

Key Points on Google Search Console

Many websites lose ranking once they migrate to new platforms, which is caused by 404 errors and the need for redirects.

If this occurs, there are several steps to address the issues, including:

      • Fixing on-site technical problems.
      • Redirecting 404 pages to the appropriate URLs.
      • These changes are being submitted for validation in the Google Search Console.
      • Checking and fixing external links to prevent 404 errors.

After confirming that all redirects and 404 pages are working correctly, you must validate the changes in the Search Console.

Understanding 404 Errors

A 404 error is a standard HTTP status code indicating that a requested page is unavailable on a website. This client error occurs when the server cannot find the requested URL, meaning the user is trying to access a webpage that does not exist, has been moved, or has a dead or broken link. The error message is displayed when a website’s content has been removed or relocated to another URL. grasping the 404 errors is very important for website owners if they are to provide better user experience and improve their search everywhere optimization (SEO). Online users who find no 404 errors will experience smooth browsing resulting in enhanced search engine ranking for websites.

Causes and Identification of 404 Error

Internet users encounter this error when they visit pages that either got deleted or relocated to another URL. An inactive webpage where the link leads to nothing. A person who creates mistakes by entering the wrong address into their browser. The content of that website has either been deleted or the website no longer exists.

Other websites from various industries also face similar issues and need to address 404 errors to maintain user experience and SEO.

Website owners can use tools like Google Search Console to identify 404 errors. This tool provides detailed information on crawl errors, including 404 errors. Website crawler tools help detect broken links while error log inspections show situations of 404 errors. Time-based tracking of these tools by website owners allows them to solve problems efficiently for maintaining user-friendly search engine optimized sites.

Fixing 404 Errors and Redirects

Website users need 404 error corrections to get better website interactions and superior search engine optimization. The following procedure helps resolve 404 errors:

      • Check the URL for spelling or formatting errors.
      • Search for the content on the website to see if it has been moved.
      • Look for related content on the website that can serve as an alternative.
      • Contact the website owner or administrator to report the error.
      • Use a redirect plugin to redirect broken links to a custom error page.
      • Create a custom error page with a search bar and site map to help users find what they want.

Fixing 404 errors can also improve a website’s visibility in search results, enhancing overall SEO.

Redirects can also be used to fix 404 errors. A redirect is a way to forward users from a broken link to a working webpage. Web redirect functionality exists in two permanent 301 and temporary 302 versions. Website integrity depends on proper redirect procedures which also contribute to SEO enhancement for users as well as search engines.

Redirects and 404 Errors

Web redirects with 404 errors present themselves as two widespread problems that negatively affect search engine optimization (SEO) together with user experience on websites. Search engines and users can be led from one URL to another through a redirect method. Using this method supports website navigation because it enables both users and search engines to locate content that shifted to new pages. The 404 error appears whenever somebody attempts to view a non-existent webpage on the internet. The change may occur through different sequences which include webpage deletion or improper redirection of pages alongside user entry of wrong URLs. It is vital to manage redirects along with 404 error situations effectively. A 404 error encounter by users produces negative impacts on both user experience and website bounce rates and SEO performance. Website navigation remains smooth for users while your online rankings stay intact through employing correct redirect systems. Proactive website management requires both elimination of pointless 404 errors and establishment of correct redirect systems.

Validating 404 Errors and Redirects in Search Console

Website owners who want to ensure their site remains visible in Google searches should use Google Search Console as a vital monitoring tool. A major feature of this tool enables website owners to verify 404 errors while managing redirect implementations. After you make changes in Search Console fixes on 404 errors and redirects the tool enables monitoring of these modifications and Google processing of those changes.

To validate 404 errors and redirects in the Search Console, follow these steps:

      • Access the Coverage Report: Navigate to the Coverage report in the Search Console to see a list of 404 errors.
      • The URL Inspection tool allows users to check the status of particular URLs. When you use the URL Inspection tool you get complete knowledge about how Google interprets the link and what problems are present. The changes should be submitted for validation after resolving 404 errors together with redirect configurations.
      • After validation Google will request a new site crawl to update search result information about the affected URLs.
      • Monitor Progress: Use the “mark as fixed” feature to track the progress of your changes. While this doesn’t speed up the reprocessing, it helps you see which issues have been addressed.

The regular use of Google Search Console for 404 error and redirect confirmation enables website owners to maintain an optimized and user-friendly platform which results in enhanced performance on Google search results.

Custom 404 Error Pages

A custom 404 error page is a webpage designed to provide a better user experience when a 404 error occurs. A well-crafted custom 404 error page can include:

      • A search bar to help users find what they are looking for.
      • A site map to provide users with a list of available pages.
      • A link to the website’s homepage.
      • A humorous message or image to lighten the mood.
      • Creating a custom 404 error page can help website owners to:
      • Provide a better user experience by guiding users to relevant content.
      • Improve their website’s SEO by reducing bounce rates and increasing user engagement.
      • Increase user engagement by offering helpful navigation options.
      • Reduce bounce rates by keeping users on the site even when encountering an error.

A custom 404 error page enables website owners to convert error navigation into meaningful user interactions which benefits their site performance.

Google Search Advocate provides clarity

John Mueller works as a proponent for Google search operations. His Google page introduces him as the person who directs Google Search Relations operations. Through his team he establishes communication channels between the internal engineering at Google Search and public website creators and optimizers. John Mueller has delivered consistent explanations relating to Google management of 404 errors and redirect validations through the Search Console.

John emphasizes that the “mark as fixed” feature doesn’t speed up Google’s reprocessing of site changes. Instead, it’s a tool for site owners to monitor their progress. He also notes: “The ‘mark as fixed’ here will only track how things are being reprocessed. It won’t speed up reprocessing itself.”

He further challenges the purpose of marking 404 pages as fixed, noting that no further action is needed if a page intentionally returns a 404 error. He adds, “If they are supposed to be 404s, then there’s nothing to do. 404s for pages that don’t exist are fine. It’s technically correct to have them return 404. These being flagged don’t mean you’re doing something wrong if you’re doing the 404s on purpose.”

For pages that aren’t meant to be 404, Mueller advises: “If these aren’t meant to be 404 – the important part is to fix the issue though, set up the redirects, have the new content return 200, check internal links, update sitemap dates, etc. If it hasn’t been too long (days), it’ll probably pick up again quickly. If it’s been a longer time, and if it’s many pages on the new site, then (perhaps obviously) it’ll take longer to be reprocessed.”

Key Takeaways From Mueller’s Advice on Search Results

Mueller outlined several key points in his response. Let’s break them down:

For Redirects and Content Updates

      • Ensure redirects are correctly configured and new content returns a 200 (OK) status code.
      • Update internal links to reflect the new URLs.
      • Refresh the sitemap with updated dates to signal changes to Google.

Reprocessing Timeline

      • If changes were made recently (within a few days), Google will likely process them quickly.
      • For larger websites or older issues, reprocessing may take more time.

Handling 404 Pages

      • Build individualized 404 error pages which combine a search bar with both site map and popular page links. Users can track down their intended goals through the custom error page system despite encountering errors.
      • Internal links should be updated to always direct users to their proper URLs. Specific internal links that are broken result in 404 errors which diminish both user experience and search engine optimization perspective.

Best Practices for 404 Errors and Redirects

A website needs effective 404 error and redirect management to sustain high-quality performance. Here are some best practices to follow:

      • You need to use Google Search Console and website crawler tools for regular checks on 404 errors. It is important to address errors promptly so the damage to both user experience along with SEO remains low.
      • Proper redirect implementation through 301 status codes enables users and search engines to access the retooled page locations. These redirects maintain the value of links as well as guide visitors to reach their desired information. Design a special 404 error page which contains a search option combined with site navigation tools plus links to well-visited pages. Users will successfully locate their desired content through this error handling feature.
      • The updating of all internal links should be done to make sure they connect properly to their respective URLs. The presence of broken internal links results in 404 errors which produce adverse effects on search engine optimization and creates a problematic experience for users.
      • Keep Your Sitemap Updated: Regularly update your sitemap to reflect any changes in your website’s structure. This helps search engines understand your site’s layout and index your pages correctly.

By following these best practices, you can effectively manage 404 errors and redirects, improving your website’s user experience and search engine performance.

Tools and Resources for Fixing 404 Errors

Several tools and resources are available to help website owners identify and fix 404 errors. Here are some of the most effective ones:

      • Google Search Console: This free tool from Google provides detailed reports on crawl errors, including 404 errors. It also offers tools for inspecting URLs and submitting changes for validation.
      • Screaming Frog SEO Spider: A powerful website crawler that can identify broken links, 404 errors, and other SEO issues. It’s available in both free and paid versions.
      • Ahrefs: A comprehensive SEO tool with a site audit feature to identify 404 errors and other technical issues. It also provides insights into backlinks and keyword rankings.
      • Broken Link Checker: A free online tool that scans your website for broken links and 404 errors. It’s easy to use and provides quick results.
      • Yoast SEO Plugin: The Yoast SEO plugin includes features for managing redirects and identifying 404 errors for WordPress users. It’s a popular choice for improving on-site SEO.

Using these tools and resources, website owners can efficiently identify and fix 404 errors, ensuring their site remains user-friendly and optimized for search engines.

Impact on Google Search

404 errors can have a negative impact on a website’s Google search rankings. Here are some ways 404 errors can affect Google searches:

      • Google notes a site’s bounce rate, a metric representing the percentage of users who visit a site but quickly leave.
      • An abundance of unresponsive URLs can hurt the website’s search engine optimization (SEO) efforts.
      • Google’s algorithm favors websites with a low bounce rate and a high engagement rate.
      • Fixing 404 errors can improve a website’s user experience and SEO, leading to higher Google search rankings.

By understanding 404 errors, identifying and fixing them, and creating custom 404 error pages, website owners can improve their user experience and SEO. This proactive approach can lead to higher Google search rankings, ensuring the site remains competitive and accessible to users.

Why This Error Message Matters

Website migrations can be complicated and may temporarily affect search rankings if not done correctly. Google Search Console is useful for tracking changes, but it has limitations. Tools like the Google app can help website owners stay updated on their performance and issues.

The validation process checks if fixes are implemented correctly, not how quickly changes will be made.

Exercise patience and ensure that all technical aspects—such as redirects, content updates, and internal linking—are thoroughly managed.

Key Points on Google Search Console

Many websites lose ranking once they migrate to new platforms, caused by 404 errors and the need for redirects.

If this occurs, there are several steps to address the issues, including:

      • Fixing on-site technical problems.
      • Redirecting 404 pages to the appropriate URLs.
      • These changes are being submitted for validation in the Google Search Console.
      • Check external links and fix them.
      • After confirming that all redirects and 404 pages validate the changes in the Search Console.

Conclusion

Managing 404 errors and redirects effectively is crucial for maintaining website health and search engine visibility. The needed technical solutions together with patient waiting during reprocessing represent the essential elements for success as tracked through Google Search Console tools. Website owners must establish proper redirect systems and maintain internal link quality and develop friendly 404 pages although the tracking focus surpasses time-based processing in the validation phase.

Top Social Media Trends for 2025

Every year, at DWG, we try to predict the new trends on the web. We have had a pretty good batting average, so here is what we foresee for social media in 2025.

The Evolution of Social Media

Since its inception, social media has undergone significant changes. From simple platforms for connecting with friends and family to complex ecosystems that drive business growth, social media has become an essential tool for marketers. The rise of artificial intelligence (AI) has further transformed the social media landscape, enabling businesses to leverage AI tools to analyze user behavior, create personalized content, and optimize their online presence.

One key trend in social media evolution is the increasing use of AI-powered chatbots and virtual assistants. These AI agents can help businesses automate customer service, provide personalized recommendations, and create content. For instance, AI-powered chatbots can analyze user data and preferences to offer tailored product suggestions, improving the overall customer experience.

Another significant development in social media is the growing importance of content marketing. As users become increasingly discerning, businesses must create high-quality, engaging content that resonates with their target audience. AI tools can help content teams develop effective content strategies, optimize content for search engines, and even generate content using generative AI.

However, as social media evolves, businesses must prioritize human oversight and ensure that AI tools are used responsibly. By striking the right balance between AI-driven automation and human creativity, businesses can harness the power of social media to drive growth, reduce costs, and improve customer engagement.

Generative AI Agentic LLM Models Reach +100 Million Users

      1. It’s no secret that inference models that are better at reasoning are the next frontier as the AI training data pool is drained. Better reasoning opens the door to AI agents and LLM scripts that perform actions for us, like buying a product or downloading a whitepaper.
      2. So far, agents like Shop Like a Pro or Google Mariner are still nascent and require extensive oversight. But in 2025, I expect a breakthrough that will drive adoption past the 100m user ceiling.
      3. Agents are easier to monetize because they save users time in a much more tangible way than answering. Doing over talking.
      4. The AI front runners also seem ready for prototypes, as we’ve seen at the hands of the agents that already launched.
      5. The monetary incentive is there: charging for time savings or cheaper products is pay-worthy value.
      6. Marketers will have less control over the early stages of the user journey as consumers and B2B buyers explore LLM chatbots and agents. Clicks and search volumes for high-volume keywords will likely shrink in specific verticals.

More AI Victims

      1. I expect many more victims in 2025 as AI destroys the margins of whole industries and leaves slow-moving companies behind.
      2. Some industries are in a tough spot: translation, dictionaries, tutoring, and outsourced call centers.
      3. AI will give birth to new industries we cannot even imagine yet and might also revive some forgotten players, like Oracle.
      4. In 2024, we’ve seen the first AI victims: Chegg and Stackoverflow.
      5. New technologies always create winners and losers. The more powerful the technology, the bigger the shuffle.

Implications

      1. We’ll see more pivots as companies on the hot seat must find other growth markets.
      2. We’re likely seeing layoffs, consolidation, and acquisitions of companies with eroding margins.

AI Automation Becomes The Default For Content Marketing Teams

One trend we are very bullish on is system building, also called GTM Automation in the B2B world. AI and No-Code tools allow Marketers to chain and automate workflows instead of manually performing them. Data analysis plays a crucial role in comparing various AI tools for SEO tasks, highlighting how some tools excel in content generation while others, like Claude, are particularly strong in data analysis.

Today, AI automates significant parts of lead funnels, post-purchase onboarding, and SEO or advertising.

In 2025, system building will become necessary as marketing teams either stay small or become smaller due to budget constraints and economic uncertainty.

Implications:

Smaller teams, freelancers, and consultants become more capable and thus can exert more power. The impact of a single marketer grows if they’re skilled, but mediocre marketers might have to find another area of work. Effective content writing will become even more crucial as automation tools take over routine tasks. However, human oversight is essential for ensuring creativity and originality in content creation.

Marketers will start Agencies that set up automation systems for other companies.

AI Overviews Evolve

Google’s artificial intelligence overviews will morph as the company iterates on the format.

Some changes I could see are personalization based on your searches and favorite websites, video answers, or a NotebookLM integration.

AIOs will also show for +50% of queries.

New models, especially multimodal ones that can understand and answer with more than text, could improve the user experience and strengthen Google’s moat.

Google has to find ways to defend itself from LLMs like Chat GPT or Perplexity, which are not under the same pressure to maintain margins and revenue growth rates.

Implications:

SEOs need to continue tracking, experimenting with, and adapting to changes in search engines like Google. Keyword research is crucial in enhancing SEO strategies, as it helps identify relevant keywords that improve content visibility and ranking on search engines. Pressure on Google extends to SEOs.

This is not a time of stability, as we have had more or less over the last two decades, but a time of agility, flexibility, and adaptation.

Reddit Becomes Part Of The Default Channel Mix For Organic Traffic

Marketers will leverage Reddit much more for advertising, creating content, and audience insights in 2025.

Reddit’s advertising revenue will maintain its growth rate, and its stock price will keep climbing (no investing advice).

The largest forum on the web is now one of the largest sites, as Google features it prominently for almost every query.

Since topics organize threads instead of interests, Reddit can show ads based on what users discuss instead of their behavior.

The company keeps expanding and improving its advertising stack, offering more and better targeting.

Reddit uses AI to translate its US content into other languages to enter other markets. This helps reduce costs associated with entering new markets by streamlining the translation process and eliminating redundant tasks. Together with Google’s ranking boost for forums, Reddit’s growth will continue. This approach is part of Reddit’s broader content strategy to enhance user engagement and market penetration.

Implications:

Reddit is growing as an intent-based alternative to Google. Integrating relevant keywords into content is crucial for improving search engine visibility and aligning with audience search queries. Markets will advertise on both platforms, but only Google has provided this type of performance ad.

Reddit will also provide marketers with more valuable insights, helping them better understand their target audience and create more valuable content.

More Sites Cloak For LLMs

In 2025, DWG expects a few prominent companies to create “bot-only” versions of their sites optimized for LLM crawlers. Incorporating an effective SEO strategy by utilizing AI keyword tools will be crucial in this process, as these tools help identify and integrate relevant keywords into website content.

LLMs are hungry for fast sites with lots of structured content, but they don’t penalize cloaking.

Implications:

The web could become a better home for (good) bots as more users instruct LLMs to retrieve information or make purchases. Human activity could shrink and be replaced by bot activity, whether this will lead to net-negative or positive open web activity.

The Current Google Shopping Tab Will Become The Default

The new, AI-personalized shopping experience behind Google’s shopping tab will become the default search experience in the main tab for shopping-related queries.

Aligning content with user intent is crucial to creating more relevant and engaging content, especially as AI keyword tools analyze search behavior.

Google often treats tabs as a beta environment for new experiences. In 2020, Google made the shopping tab the default experience.

Google wants to break Amazon’s e-commerce dominance to increase revenue growth, especially as AI disrupts the classic search results.

Implications:

Personalized results are more challenging to track. If the current shopping tab becomes the default, average search results might become even harder to track due to product grids. As a result, marketers need to optimize based on the little data Google still provides or lean on other ways to understand whether they are optimizing in the right direction.

AI-generated Audio And Video Hits Mass Adoption

      1. We’ll see a lot more YouTube channels and podcasts use AI-generated b-rolls and ads.
      2. The technology is getting there: Elevenlabs launched a new voice generator like NotebookLM and Google’s Veo 2, and OpenAI’s Sora should soon be removed from the waitlist.
      3. If NotebookLM’s podcasting feature’s success has shown us one thing, it’s that multimodal AI output is getting ready for showtime.

Implications:

      1. The production cost of video and audio formats will sink dramatically.
      2. Deception and clickbait could reach new highs.

Google And Apple Divorce Over Virtual Assistants

Google ended exclusivity agreements with Apple, Samsung, and other suppliers amid the DoJ antitrust lawsuit.

Even though the DoJ asks for much more, such as Google selling clicks and query data, the most realistic outcome is a settlement ending exclusive distribution.

Google itself suggested loosening its agreements (source) to mitigate possible remedies.

The DoJ antitrust lawsuit initially focused on those agreements. In his memo, the ruling judge (Mehta) clarified that he’s not a fan.

Implications:

      1. Google won the search game, so I don’t expect remedies to change that. Instead, any remedies will impact Google’s position in the AI game.
      2. Losing exclusive distribution agreements could mean that Google has to fight for its position instead of winning by default on over half the market.

Apple Or Open AI Announce Smart Glasses

      1. Apple or Open AI will join the smart glasses market with a device announcement to compete with Meta.
      2. I lean more towards Open AI since Apple already has a secondary device with its watches, and Open AI has officially started to work with Jony Ive, the designer of the iPhone.
      3. Meta is running away with smart glasses. Meta Ray Bans make up 60% of purchases in Ray Ban stores.
      4. The smart glasses market is on track to hit $10.8 billion by 2030, offering a billion-dollar opportunity for the winner.

Implications:

      1. Owning a successful hardware device with mass adoption could be a valuable defense to OpenAI or another fruitful business for Apple.
      2. For marketers, the implications could be a change in consumer behavior, like more live streams, or new content formats, like smart glasses answers. However, adoption is still so far out, and the implications are so unclear that it’s hard to predict where things are going.

Conclusion

When we look at what’s coming in 2025, it’s very interesting. AI will become smarter, people will change how they use the internet, and platforms like Reddit becoming major players. We will have AI assistants and AI employees used by people and cortporations!

People will be using AI to help them shop, search, and make decisions, while Corporation will be using AI ro help them sell, improve their search results, and suggest decisions to their end-users. AI to AI conversation will become much closer to a norm. And, beyond that marketing and creativity will rapidly transform.

So, adaptability will be crucial. Companies that embrace AI automation while maintaining human oversight, optimize for new search experiences, and leverage emerging platforms will likely thrive. Meanwhile, those slow to adapt might find themselves joining the ranks of AI’s “victims.”

For marketers and content creators, 2025 won’t just be about keeping up with these changes – it’ll be about strategically choosing which trends to invest in and which to monitor from a distance.

From figuring out how to use AI tools effectively to getting ready for new ways people search online, and even preparing for smart glasses (yes, that’s really happening!). It’s not about chasing every shiny new trend that pops up – we’ve all seen companies burn resources trying to do that. Instead, focus on finding the tools and strategies that actually move the needle for your business, then make them work hard for you.

Let’s get real about 2025 – it’s going to shake things up in ways we haven’t seen before.

Some companies will embrace these changes smartly, while others might struggle to keep up. The key isn’t just staying on top of what’s new – it’s about being smart enough to know which changes matter for your audience and flexible enough to adapt when they do.

Here at DWG, that’s exactly what we’ll keep doing – watching the horizon for what’s coming next and helping our customers with smarter choices about where to put their energy and resources. After all, we’ve been doing this long enough to know that it’s not the strongest or the biggest that survive – it’s the ones who know how to adapt.

After all, in the world of digital marketing and content strategy, the only constant is change – and 2025 promises plenty of it.

Voice Search Optimization – updated for 2025

Each year about this time, we try to emphasize on the important opportunities in search, and invariably Voice Search Optimization comes up.  If you want to read about our approach to voice search, you can review our January 2024 article on the subject, but here is the very latest that you need to know and do with voice search optimization.

The Current State of Voice Search

Here’s some fascinating data from Demand Sage:

      • More than 50% of the adults reported that they use voice search daily.
      • There are 4.2 billion voice assistants in use, estimated to reach 8.4 billion by the end of the year.
      • Voice search assistants answer 93.7% of search queries on average.
      • More than 1 billion voice searches take place every month.

And here’s the exciting part: voice search didn’t entirely evolve as we thought it would in the last two years. Instead of creating a separate search ecosystem, it’s woven into practically every device we use – from our smartphones and smart speakers to our cars, TVs, and kitchen appliances.

Think about how you search differently when you’re talking versus typing. When you type, you might enter something like “best Thai restaurants in Denver.” But when you’re using voice search, you’re more likely to ask, “Hey, Google, what are the best Thai restaurants near me that are open for dinner tonight?” See the difference? Voice searches are more conversational, more detailed, and more natural.

Why Voice Search Matters More Than Ever

The challenge for businesses in 2025 is clear: voice devices typically only present the top three results for any query. That means you must improve your voice SEO game to get there. But don’t worry – I will walk you through exactly how to do that.

The share of internet users worldwide using voice search
The share of internet users worldwide using voice search

Understanding Voice Search Technology

Let’s break down how voice search works. When you speak to a device, it’s doing three things simultaneously:

      1. Converting your speech to text
      2. Analyzing what you’re asking for (the intent behind your words)
      3. Finding the most relevant answer from available sources

Let’s talk about how different voice assistants handle your questions – it’s pretty interesting! Take Google Home, for example. When you ask something, it might cheerfully respond with “I sent you a link in your Google Assistant” and pop that webpage to your phone. On the other hand, Siri likes to do things her way – instead of reading everything out loud, she’ll often show you the search results on your screen.

Understanding the differences in how each assistant works ensures your content shows up no matter which device people use to search.

Seven Essential Steps to Voice Search Success in 2025

Make Schema Markup Your Secret Weapon

Schema markup is your website’s technical assistant working from within the code. While your visitors can’t see it, it’s crucial for voice search success. It’s like giving search engines a cheat sheet about your business, making it crystal clear what you offer and who you are.

Here’s exactly what you need in your schema markup:

      • Business hours (because “open now” searches are massive in voice)
      • Complete address (crucial for those “near me” queries)
      • Contact details (especially phone numbers)
      • Pricing information (people love knowing costs upfront)
      • Reviews and ratings (they build trust)
      • Event information (if applicable)
      • Product details (what you’re selling and why it matters)

 Master Questions and Long-tail Keywords

Here’s a fun fact that’ll change how you think about content: people say an average of 29 to 30 words in a voice search compared to just 3-4 words when they type. So, we have to go after phrases, instead of words. Those phrase are preferably in the form of questions that end user may ask.

Question Optimization:

      • Create content that answers specific questions
      • Focus on those crucial “who,” “what,” “when,” “where,” and “how” queries
      • Develop a comprehensive FAQ section (it’s pure gold for voice search!)
      • Use keyword research tools to find actual voice search queries
      • Monitor “People Also Ask” sections for content ideas

Dominate Local SEO

Someone’s driving around your city, asking their phone to find a business like yours. Will they find you? With proper local SEO, they absolutely will. In fact, “near me” searches have increased by 150% since 2020, making local search optimization crucial.

Here is your Local SEO tips and tricks:

      • Create and maintain a detailed Google Business Profile
      • Do the same for Bing and Apple Business Connect
      • Ensure your business information is consistent across all platforms
      • Generate and respond to local reviews
      • Create location-specific content
      • Build local citations
      • Implement local business schema markup

Write Like You Talk (But Keep It Professional)

Finding that sweet spot between conversational and professional is the key to voice search success. You want to sound natural without losing authority. Think of it as having a professional conversation with a client over coffee.

Writing Tips That Work:

      • Use natural language patterns
      • Include conversational transitions
      • Keep sentences clear and concise
      • Add personality while maintaining expertise
      • Use industry terms when necessary, but explain them naturally

Perfect Your Mobile Experience

Over 60% of voice searches come from mobile devices. That means your mobile optimization isn’t just important – it’s essential.

Mobile Optimization Checklist:

      • Implement responsive design
      • Optimize page speed for mobile
      • Create thumb-friendly navigation
      • Ensure forms are mobile-friendly
      • Test across multiple devices
      • Optimize images for mobile viewing

Target Featured Snippets Strategically

Featured snippets are your ticket to voice search success. When someone asks a question, voice assistants pull their answers directly from these snippets. They’re like winning the lottery in voice search terms.

Snippet Optimization Strategies:

      • Structure content clearly with headers
      • Provide direct, concise answers
      • Use bullet points and numbered lists
      • Include step-by-step instructions
      • Keep explanations brief but comprehensive

Speed Up Your Site (Because Every Second Counts)

In 2025, speed isn’t just about user experience but survival in voice search. Research shows that 53% over half of mobile users leave sites that load over three seconds.

Speed Optimization Tips:

      • Choose a reliable hosting provider
      • Optimize all images
      • Implement browser caching
      • Minimize code bloat
      • Use a CDN
      • Regularly test and optimize

Measuring Your Voice Search Success

How do you know if all this work is paying off? Keep an eye on these key metrics:

      • Local search visibility
      • Featured snippet rankings
      • Mobile traffic patterns
      • Conversion rates from mobile devices
      • Question-based query rankings
      • Google Business Profile insights

Future-Proofing Your Voice Search Strategy

As we look ahead to 2025, there are several trends are shaping the future of voice search:

      • AI integration is becoming more sophisticated
      • Natural language processing is more accurate
      • Voice commerce is growing rapidly
      • Multi-device journeys are the norm
      • Local search capabilities are expanding

The Bottom Line

Voice search optimization is not a marketing trend – it is a fundamental shift in how people find you and interact with your business. Whether someone’s typing on their laptop talking to AI agent, speaking on their phone, or asking their smart speaker, your business needs to be ready with the correct answer.

Remember, you don’t need to revolutionize your entire SEO strategy overnight. Start with one step, perfect it, and move on to the next. Focus on creating valuable, accessible content that answers real questions from real people. Keep testing, keep optimizing, and most importantly, keep listening to how your audience is searching.

And hey, if all of this feels overwhelming, that’s completely normal. Start with your Google Business Profile and schema markup, then gradually work through the other steps. Before you know it, you’ll dominate those voice search results and connect with customers in ways you never thought possible.

The key to successful voice search optimization isn’t just following these steps—it’s about understanding that voice search is fundamentally changing how people find and interact with businesses online. Voice search optimization isn’t just about ranking – it’s about creating a pleasant and seamless experience for users regardless of how they choose to find you.

Keep adapting, and, most importantly, listening to how your audience searches. The future of search is voice-activated, and now you’re ready to be part of it.

SEO Friendly Content for ChatGPT Search Optimization

Having discussed AI, ChatGPT and its effects on search repeatedly with clients, it seems only appropriate to focus on some of the tools that can be used to improve the search everywhere optimization.

According to ChatGPT:

“ChatGPT Search is a feature that integrates real-time web search capabilities into ChatGPT, allowing users to access up-to-date information directly within the chat interface. To utilize ChatGPT Search, follow these steps:

    1. Access ChatGPT: Visit chatgpt.com and log in to your account.
    2. Initiate a Search: In the chat interface, enter your query. ChatGPT will automatically determine if a web search is necessary to provide the most accurate and current information.
    3. View Results: If a web search is performed, ChatGPT will display the information retrieved from the internet, often including links to the original sources for further exploration.”

With ChatGPT Search, knowing its search engine optimization and indexing principles, similar to those utilized in Google Search, will be critical for your site exposure.

For example, e-commerce sites like Amazon use indexing to display relevant products based on user searches, increasing user engagement and sales. While Bing’s index plays a key role, OpenAI’s system surfaces content using its crawlers and attribution methods.

Here is a breakdown of the technical requirements for ensuring your website is indexed correctly.

Search Engine Technical Framework

ChatGPT Search combines Bing’s search index with OpenAI’s proprietary technology.

This combination of Bing’s search index and OpenAI’s technology helps improve visibility in search engine results pages (SERPs).

According to OpenAI’s technical documentation, the platform utilizes a fine-tuned version of GPT-4o, enhanced with synthetic data generation techniques and integration with their o1-preview system, to efficiently index and retrieve relevant results for any search term.

The platform employs three distinct web crawlers, each serving different purposes.

The OAI-SearchBot serves as the primary crawler for search functionality, while ChatGPT-User handles real-time user requests and enables direct interaction with external applications.

The third crawler, GPTBot, manages AI model training and can be blocked without affecting search visibility.

Understanding Search Indexing

Search indexing is the backbone of any search engine, enabling it to deliver fast and accurate search results. The process begins with crawling, where web crawlers, or bots, systematically browse the internet to discover new and updated web content. These crawlers fetch the pages and follow links to other pages, ensuring comprehensive coverage of the web.

Once the pages are crawled, the next step is indexing. During indexing, the search engine analyzes the content of each page, including text, images, and metadata. This information is then stored in a massive database known as the index. The index acts as a repository of all the web content the search engine has discovered, allowing for quick retrieval of information.

The final stage is serving search results. When a user enters a search query, the search engine sifts through its index to find the most relevant pages. It then ranks these pages based on various factors and displays them in the search results. This entire process happens in a fraction of a second, providing users with the information they need almost instantly.

Understanding these stages—crawling, indexing, and serving search results—helps website owners optimize their content to ensure it is easily discoverable and accurately represented in search engine results.

How Google Search Works

Google Search operates as a fully-automated search engine, relying on sophisticated software known as web crawlers to explore the web continuously. These crawlers, commonly referred to as Googlebot, are responsible for discovering new and updated web content. They navigate the web by following links from one page to another, ensuring that Google’s index remains up-to-date.

The index is a colossal database that stores detailed information about each page, including its content, keywords, and metadata. When a user performs a search, Google’s algorithm scans this index to identify the most relevant pages. The algorithm evaluates hundreds of factors, such as the user’s location, language, and device, to tailor the search results to the user’s specific context.

For example, if a user searches for “best Italian restaurants,” Google’s algorithm will consider the user’s location to provide nearby restaurant options. This personalized approach ensures that the search results are not only relevant but also useful to the user.

By understanding how Google Search works, website owners can better optimize their content to align with Google’s indexing and ranking processes, ultimately improving their visibility in search results.

Crafting SEO-Friendly Content

SEO-friendly content improves your website’s visibility in search engine results pages (SERPs). Here are some tips to help you create content that search engines love:

      • Use relevant keywords: Conduct rigorous research to determine your article’s most relevant, high-traffic keywords. Use keywords wisely throughout your material, but avoid keyword stuffing. Using relevant keywords helps a search engine understand your page’s context and match it to user searches.
      • Optimize meta tags: Write attention-grabbing meta titles and descriptions that accurately summarize your content. Optimizing meta tags helps a search tool understand the context of your page and improves click-through rates from search results.
      • Use header tags: Organize your content using header tags to create a clear information hierarchy. Creating informative header tags will help search engines understand the structure of your page and improve user experience.
      • Write high-quality content: Create engaging, informative, and well-researched content that provides value to your users. High-quality content boosts user engagement and lowers bounce rates, both excellent indications for search engines.
      • Use internal linking: Links to other similar pages on your site help search tools understand the relationships between your content while improving user navigation. Internal links also help disseminate page authority throughout your website.

ChatGPT Content Generation Strategies

ChatGPT is an effective tool for content generation, creating high-quality content that is delivered quickly and effectively. Here are some recommendations for using ChatGPT to create SEO-friendly content:

      • Use ChatGPT for research: ChatGPT can help you study ideas and gain knowledge about your subject. It will also assist you in creating well-informed and authoritative content that performs well with various search tools.
      • Generate outlines: Use ChatGPT to generate outlines for your content. Outlines will help you organize your ideas and build a concise structure for the content, making it easier for search engines to index.
      • Write introductions and conclusions: Use ChatGPT to write engaging introductions and conclusions for your content. These will help you hook your readers and summarize your main points effectively.
      • Optimize content for keywords: Use ChatGPT to optimize your content for relevant keywords. Content optimization for given keywords will help you improve your SERP results and drive more traffic to your website.
      • Use ChatGPT for content expansion: Expand on current content and creation of new content based on existing ideas. ChatGPT will help you create more comprehensive and authoritative content that search engines favor.

Indexing Implementation

Proper indexing begins with robots.txt configuration.

Proper indexing ensures that all sections are accessible and visible in search results, enhancing the overall user experience.

Your website’s robots.txt should specifically allow OAI-SearchBot while maintaining separate permissions for different OpenAI crawlers. This arrangement facilitates the efficient indexing of various text files.

In addition to this basic configuration, websites must ensure proper Bing indexing and have a clear site layout. It’s worth mentioning that permitting OAI-SearchBot does not guarantee that the content will be used for AI training.

It can take approximately 24 hours for OpenAI’s systems to adjust to new crawling directives after a site’s robots.txt update.

Web Pages Content Attribution

ChatGPT Search includes several critical features for content publishers. The platform ensures that all textual content is properly attributed and cited:

      • Source Attribution: All referenced content includes proper citation
      • Source Sidebar: Provides reference links for verification
      • Multiple Citation Opportunities: A single query can generate multiple source citations
      • Locations: Searches conducted for specific locations that return an interactive map.

Improving Website Performance

Improving your website’s performance is critical for improving both user experience and search engine rankings. Here are some suggestions to help you increase your website’s performance:

      • Optimize images: Optimize images to reduce file size and improve page load times. Search engines favor faster-loading pages and provide a better user experience.
      • Use caching: Caching reduces the number of requests made to the server in order to improve page speed, significantly enhancing the performance of your web pages.
      • Minify and compress files: Compress (minify) files for reduced file size and improved page speed. Smaller files load faster, which benefits both users and search engines.
      • Use a content delivery network (CDN): A CDN helps with page load time for users worldwide by distributing your content across different servers and improving page load times.
      • Monitor your website’s performance: Use Google Analytics and Google PageSpeed Insights to track your website’s performance and identify areas for improvement. Regular monitoring allows you to maintain peak performance and handle concerns quickly.

Web Page Ranking Factors

Ranking factors are the criteria that search engines use to evaluate the relevance and importance of a web page. These factors are crucial for determining how well a page ranks in SERPs. Here are some of the key ranking factors:

      • Content Quality and Relevance: The content on the page should be high-quality, informative, and relevant to the user’s query. Search engines prioritize pages that provide valuable information and answer the user’s questions effectively.
      • Keyword Usage: Keywords play a significant role in SEO. The page should include applicable keywords naturally throughout the content, helping search engines understand the page’s context and match it to user searches.
      • Metadata: Metadata, such as the title tag and meta description, should accurately describe the page’s content. Well-crafted metadata can entice users to click on the page in SERPs, improving click-through rates.
      • Link Equity: Links from other pages, especially high-quality and applicable sources, contribute to a page’s authority. Search engines view these links as endorsements, boosting the page’s credibility and ranking.
      • Page Speed and Mobile-Friendliness: Technical aspects like page load speed and mobile optimization are also critical. Pages that load quickly and are optimized for mobile devices provide a better user experience, which search engines reward with higher rankings.

By focusing on these ranking factors, website owners can enhance their pages’ visibility and performance in SERPs, driving more traffic and engagement.

Additional Considerations

Recent testing has revealed several important factors:

      • Content freshness affects visibility.
      • Pages behind paywalls can still be cited.
      • URLs returning 404 errors may still appear in citations.
      • Multiple pages from the same domain and others can be referenced in a single response.

Best Practices for ChatGPT Content

Here are some best practices for creating high-quality content with ChatGPT:

      • Use clear and concise language: Make your content clear and to the point so as to guarantee it is understandable and interesting. Concise language helps people stay on your website and enhances their overall experience.
      • Use relevant keywords: Use proper keywords to improve your content for search engines while remaining applicable to your target audience. Proper keyword usage allows your content to rank higher in search results.
      • Use a conversational tone: Use a conversational tone to ensure that your content is engaging and easy to read. A conventional tone makes your content more relatable and enjoyable for readers.
      • Use active voice: Use active voice to ensure that your content is clear and concise. Active voice makes your writing more direct and impactful.
      • Edit and proofread: Edit and proof your content to make it error-free and polished. Well-edited content reflects professionalism and enhances credibility with your audience.

By following these best practices, you can create high-quality, SEO-friendly content with ChatGPT that resonates with your audiences so it performs well in SERP(search engine ranking position).

Search Results Recommendations

Indexing in ChatGPT requires ongoing attention to technical health, including regular verification of the robots.txt file and crawler access.

Publishers should stress factual accuracy and up-to-date material while adhering to a defined content structure.

This kind of attention guarantees that pages are accessible across both traditional search engines and AI-powered platforms, allowing websites to gain greater prominence in user queries.

Measuring and Improving Indexing Performance

Measuring and increasing site performance is critical for ensuring efficiently. Here are some essential measurements to increase performance:

      • Indexing Speed: Measure the time your website’s search engine takes to index new or updated content. Aim for an indexing speed of less than one second to ensure that your material appears fast in search results.
      • Index Size: Check the size of your index. A large index can slow down search performance, but a small one may produce inaccurate results. Finding the appropriate balance is essential for good search functionality.
      • Search Query Latency: Measure the time search results appear after a user submits a search query. The result should appear in less than .5 seconds (500 ms) to provide a responsive experience.
      • Search Result Relevance: Check the relevance of search results for accuracy. Make sure the results are useful to users. Use click-through rate (CTR) and conversion rate to measure relevance and adjust your content strategy accordingly.
      • Optimize Your Website’s Content: Ensure your content is well-structured, concise, and applicable to your users’ search queries. Content optimization helps search engines understand and index your content more effectively.
      • Use Efficient Indexing Algorithms: Choose indexing algorithms optimized for your website’s specific needs and traffic patterns. Efficient algorithms can significantly improve indexing speed and accuracy.
      • Use Caching and Replication: Caching and replication techniques will reduce the load on your server and improve performance. These techniques help ensure your searches remain fast and responsive, even under heavy traffic.
      • Monitor and Analyze Performance Metrics: Regularly monitor and analyze performance metrics to identify areas for improvement. Use this data to optimize your indexing performance and ensure that your search engine continues to deliver fast, accurate, and desired search results.

Conclusion

In conclusion, search indexing is critical to any website’s search functionality. You can provide your users with fast, accurate, and applicable search results by understanding how search indexing works, measuring and improving indexing performance, and optimizing your website’s content and algorithms. Remember to track key metrics such as indexing speed, index size, search query latency, and search result relevance to ensure your website’s search functionality performs at its best. By following the tips and best practices outlined in this guide, you can improve your website’s search indexing performance and provide a better user experience for your visitors.

How to generate SEO report for your website

My team and I spend a lot of time preparing client training, creating work summaries, and building optimization project plans. These are all part of our approach to gaining buy-in and demonstrating the value of our job. Creating the perfect SEO report is just as important.

What is an SEO Report?

An SEO report is a comprehensive document that summarizes a website’s performance in the search bar. It provides insights into the website’s search engine optimization (SEO) efforts, highlighting successes, areas for improvement, and growth opportunities. A well-crafted SEO report helps clients understand the impact of SEO on their business, making it an essential tool for any digital marketing agency or SEO professional. By presenting all the data in a clear and organized manner, an SEO report ensures that stakeholders can quickly grasp the effectiveness of the implemented SEO strategies.

Why SEO Reporting is Important

SEO reporting is crucial for several reasons:

      1. Transparency: SEO reports provide clients with a clear understanding of the SEO work, fostering trust and accountability.
      2. Measuring success: SEO reports help track the effectiveness of SEO strategies, allowing for data-driven decisions and adjustments.
      3. Identifying opportunities: SEO reports highlight areas for improvement, enabling SEO professionals to optimize their strategies and improve results.
      4. Client satisfaction: Regular SEO reporting demonstrates a commitment to client satisfaction, helping to build long-term relationships.

By consistently delivering detailed and insightful SEO reports, you can ensure that your clients are always informed and confident in the progress of their SEO efforts.

Where We Go Wrong

As SEO experts, we occasionally need to consider the report as a communication instrument. We may cut corners in the hopes that the facts will speak for themselves, but many customers tend to be dazzled by the next shiny object. So, we need to build out our report and ensure that the data is not taken out of context.

When done correctly, SEO reports will reiterate the points we’ve made throughout our pitches, proposals, and training.

When done wrong, SEO reports cause confusion, sometimes panic, and a sinking sense of distrust among our stakeholders.

What Is The Report For?

When creating reports, we must identify what the report should show.

If we report on a specific project’s outcome, we must consider the original hypothesis.

What did we hope to achieve with that project? What success metrics and milestones were promised? When presenting an SEO report, include all critical measurements.

A well-defined SEO strategy will help align the reports with the client’s business goals, providing transparency and customer satisfaction across ongoing campaigns.

Is this a monthly performance update or some other type of recurring report? If this is the case, we must consider every aspect of SEO we have direct control over and any uncontrollable factors contributing to performance gains or losses. One crucial element that can account for variations in performance is algorithm upgrades. It is necessary to provide the backdrop in which our SEO efforts function.

This should form the starting point from which we choose the report metrics.

Choosing the right SEO metrics is crucial for creating effective SEO reports. The metrics you select should align with your client’s goals and objectives, ensuring the data you present is relevant and actionable. Here are some key metrics to consider:

      • Organic Traffic: This measure displays how many people find your website using search engines. It’s a fundamental indicator of your site’s visibility and the effectiveness of your SEO efforts in driving traffic.
      • Keyword Rankings: This measure tracks your website’s position in search engine results pages (SERPs) for specific keywords. Monitoring keyword rankings helps you understand which terms are driving traffic and where improvement opportunities exist.
      • Click-Through Rate (CTR): This measure displays how many people find your website using search engines. A high CTR indicates that your meta titles and descriptions are compelling and relevant to search queries.
      • Conversion Rate: This measure displays the proportion of visitors to your website who finish a desired action, such as completing a form or buying something. It directly measures how well your site converts traffic into leads or sales.
      • Backlinks: This metric counts the number of links pointing to your website from other websites. Backlinks are crucial to search engine results because they tell search engines that your website is reliable and authoritative.
      • Domain Authority evaluates your website’s credibility and strength. A higher domain authority can result in better search engine results and more organic visitors.

When choosing SEO metrics, it’s essential to focus on those most relevant to your client’s business goals. For example, if your client runs an e-commerce website, prioritize metrics such as conversion rate and revenue. By aligning your SEO reports with your client’s objectives, you can provide more meaningful insights and demonstrate the value of your SEO efforts.

Gathering Data for Your SEO Report

To create a comprehensive SEO report, you’ll need to gather data from various sources, including:

      1. Google Search Console: This tool provides insights into search engine rankings, impressions, and clicks, helping you understand how your site is performing in search results.
      2. Google Analytics: Offers data on website traffic, engagement, and conversion rates, giving you a complete picture of user behavior on your site.
      3. SEO tools: Use tools like Ahrefs, SEMrush, or Moz to gather data on keyword rankings, backlinks, and technical SEO tool issues, ensuring you have all the necessary information.
      4. Client feedback: Incorporate client feedback and goals to ensure the report is tailored to their needs, making it more relevant and actionable.

By combining data from these sources, you can create an SEO report that provides a holistic view of your website’s performance and highlights key metrics that matter to your clients.

Aspects Of A Good SEO Report

A well-written SEO report will convey knowledge and the next steps. It should contain enough information to support the reader’s decision-making.

Include Relevant Data

Reports should include data that is relevant to the topic being reviewed.

Including metrics such as search rankings can help assess the effectiveness of SEO strategies and provide insights into fluctuations due to algorithm updates and market dynamics.

They should not overwhelm a reader with unnecessary information.

Keep Them Brief

Reports should be brief enough that pertinent data and insight are easy to find.

Brevity might be the difference between a report being read and being ignored.

Keep the data being reported succinct. Sometimes, a chart will better illustrate the data than a table.

Remember The Audience

Customize your reports to the recipient’s requirements. The business’s managing director can receive one report, and the SEO specialist can receive a different one.

These two audiences might require somewhat different data to assist each recipient with the status of SEO activity.

Considering the reader’s needs is necessary to decide on and determine the next course of action. The managing director won’t need to know which pages give a 404 server error, but another SEO could.

Make Them Easy To Understand

They should not include unexplained jargon or expect readers to infer meaning from statistics.

When writing reports, consider the recipient’s knowledge. A report’s liberal use of jargon may turn off readers who are not in the field.

Using an SEO report template can streamline the reporting process, facilitating the precise and efficient presentation of data.

On the other hand, someone who understands SEO and can help keep SEO reports concise will be okay with jargon and acronyms.

Provide Insight

Data alone is likely unhelpful to most.

SEO reports shouldn’t just be figures. Insight and conclusion must be drawn, too.

This implies that we, as SEO specialists, should be able to improve the report by examining the data. We might offer our conclusions as recommendations for the next steps or actions.

Reporting On Metrics Correctly

When metrics are used appropriately in an SEO report, the conclusions can be excellent, but the opposite is true. The “site-wide bounce rate” is one illustration of this.

A visit to a website that results in loading the above-the-fold content and no additional interactions, leading to a quick departure, is referred to as a bounce.

The percentage of all site visits that resulted in a bounce is known as the bounce rate.

A page’s bounce rate can be helpful, but only if it’s being compared to another measure.

For example, if a page’s layout has been altered and the bounce rate rises, it may indicate that users are having trouble navigating the new design.

However, SEO reports on a page’s bounce rate need to examine other metrics more closely to be accurate.

For example, if the page’s modifications made it easier for users to discover information, the rise in bounce rate can be a sign that the new design is working.

The difference in bounce rate cannot be used in isolation as a measure of success.

Similarly, reporting the average bounce rate across the website must be more accurate.

Some pages on the website might have a high bounce rate but be perfectly fine. For others, it indicates a problem. For example:

      • An SEO report might show that many visitors bounce when they find a phone number and leave the site to call it.
      • However, a high bounce rate on a homepage or product page is usually a sign that the page is not meeting users’ needs.

An SEO report should conclude a range of metrics.

Metrics Need Context

Few metrics can be used in isolation and still enable accurate insight. Consider crawling and indexing data, for example.

An SEO report showing how many URLs Googlebot is crawling can be a reasonable way to illustrate a website’s technical health. But it does not provide a clear picture. A rise in the number of URLs crawled may mean that Googlebot is discovering more pages on your website than it was previously able to. This might be a good trend if you have been working on adding new parts to your website.

This is a serious issue, though. If you look further, you will find that the URLs Googlebot has been crawling are the consequence of spam attacks on your website.

The number of crawled pages alone does not provide meaningful context for the site’s technical SEO assessment. More context is needed to draw reliable conclusions.

Over-Reliance On Metrics

Metrics for a page’s or domain’s authority are other metrics rather over-relied upon in SEO reports.

Although these third-party indicators can accurately estimate a page’s prospective ranking in search results, they will only be partially accurate.

They can help demonstrate whether a website improves over time, but only in comparison to the SEO report’s estimates.

SEO specialists can use these indicators to approximate an authority-building project’s success. However, they might need fixing when reported to management, clients, and stakeholders.

People often choose these SEO report ratings as their objective if they need to be fully aware of what they mean.

Which Metrics Matter?

The SEO report aims to determine which metrics should be combined to show SEO performance. What the recipient needs to know also plays a role.

Some managers or clients may be accustomed to seeing reports with particular KPIs. They may expect to see specific data because the SEO statistics feed into their own reporting.

Asking the person who received the SEO report if they have any specific questions is a smart approach.

The report should always reference the brand’s marketing and business objectives. The SEO report’s metrics should indicate whether the goals are being fulfilled.

For example, the SEO report should include the following metrics if the pet store’s marketing objective is to boost sales of “non-slip pet bowls”:

      • Overall traffic to the pages in the www.example.com/pet-accessories/bowls/non-slip folder.
      • Organic traffic to those pages.
      • Overall and organic conversions on these pages.
      • Overall and organic sales on these pages.
      • Bounce rate of each of these pages.
      • Traffic volume landing on these pages from the organic SERPs.

This report will eventually assist in determining whether SEO is helping to achieve the objective of raising non-slip pet bowl sales.

Types of SEO Reports

Organic Performance Reports

These reports are intended to provide an overview of a website’s continuous SEO performance. They provide high-level information on the origin and trends of organic traffic and should include data that indicates whether the business, marketing, and SEO goals are being met.

An SEO performance report should examine the organic search channel, both individually and about other channels.

By doing this, we can see the impact of other channels on SEO success and identify trends or patterns.

Thanks to these data, the reader should be able to determine how recent SEO efforts have affected organic traffic.

Metrics To Include

Some good metrics to report on for organic performance reports include:

Overall Visits

The number of visits to the website gives something to which to compare the organic search visits.

We can tell if organic traffic is decreasing whereas overall traffic is increasing or if organic traffic is growing despite an overall drop in traffic.

Overall traffic visit data can be used to discern whether the website’s popularity is seasonal.

Traffic Visits By Channel Using Google Analytics

Examining the number of visits from each marketing channel can help you determine whether other channels affect SEO success.

For instance, new PPC ads online could mean cannibalizing organic search traffic.

All Traffic And Organic Traffic Goal Completions

Have visitors completed the goals in the website’s analytics software?

By comparing organic and other traffic goal completions, it will be possible to determine whether website traffic achieves goal completions above or below average compared to different channels.

This could help determine if SEO activity has as much of a positive effect as hoped.

Page Level Traffic

Include real-time traffic figures for any recently changed pages, such as new content or keyword optimization. This entails reporting at a fine level.

Provide data on website traffic over time, page conversions (if applicable), and actions taken from a particular page. This can demonstrate whether or not recent efforts have been effective in boosting real-time traffic to specific pages.

Organic Landing Page Sessions

Visitors came to these pages from the natural search engine results pages. In real time, they determine which pages drive the most website traffic.

From here, pages that have yet to be optimized but show potential to drive traffic can be identified.

Revenue Generated

This is the most crucial metric if you can directly relate your job to the money it brings in.

This is ultimately what your employer and your boss’s boss probably care about. Does SEO increase the company’s revenue?

Keyword Rankings Reports

A note on keyword rankings reports: Consider what they show before including them.

A summary such as “your site is keyword rankings for X keywords” doesn’t provide any helpful information or motivation for further work.

      • Which keyword rankings?
      • Are those keywords driving traffic to the site?
      • Are they worth optimizing for further keyword rankings?

Generative engine optimization can significantly impact brand importance, making it crucial to consider in your keyword strategy.

Metrics To Include

Reports on keyword rankings should show increases or decreases in ranks for particular keywords for which the website is optimized.

Data should ideally be taken from third-party tools such as Google Search Console to provide the most accurate ranking indication.

Consider looking at patterns instead of specific keywords. In other words, is your website becoming more visible for conversion-generating keywords?

For instance, showing that the website has risen from the top for ten terms to the top for 20 terms does not illustrate how it could affect income.

In the age of generative engine optimization, brand is becoming more critical.

A section on brand searches and how they are used to access products directly could be helpful.

I might want to check how my website would rank for “Helens Pet Store, “Helens Pet Store dog beds,” and “Helens Pet Store cat bowls,“ using my pet store as an example.

This aids in analyzing how your brand’s reputation for goods and services is increasing. These searches demonstrate how visitors want to go directly to your website because they are sure they want to buy from you.

Technical Performance Reports

A website that is easy for search engines to crawl and index is necessary for good SEO performance.

This implies that routine audits must be conducted to find anything preventing the right pages from showing up in the SERPs.

SEO reports differ slightly from audits in that a technical audit will investigate many other factors.

A comprehensive technical audit may be extensive. It must identify problems and suggest fixes to enhance the website’s functionality.

A technical report should carefully highlight the difficulties based on its intended audience and demonstrate the effectiveness of earlier SEO efforts.

Knowing what has transpired on the site thus far is essential to determining which metrics to include in a technical report.

If work has been carried out to fix an issue, include metrics that indicate the success of that fix.

For example, if a spider trap issue has been fixed on the website, provide information on crawl metrics and log files.

In this case, it can be helpful but may only be required for some technical reports.

Metrics about load speed will be essential for the technical report if the website has issues with slow loading.

Prioritizing activities is an effective technique for communicating the metrics in a technical SEO report.

Mark any concerns as urgent if the metrics indicate that they exist. Point out any problems that can wait or be resolved in due course.

Technical SEO can feel overwhelming for people who aren’t experts in it.

Breaking the issues into priorities can make your reports more accessible and actionable.

Metrics To Include

Specific metrics may be useful to include as part of a technical performance report:

Server Response Codes

Monitoring the quantity and proportion of pages that return a non-200 response code over time can be wise.

The specific pages that do not give a 200 response code should be identified through a site audit.

It might be best to provide this information as an appendix or not at all because the recipient of the technical performance report might need help finding it useful.

An increase in the number of responses, 200 codes over time, may indicate that the website’s technical problems are being resolved.

If it goes up, then further work needs to be carried out.

Page Load Speed Times

Reporting the average speed at which a website’s pages load can be useful. This may show whether or not the webpage is loading more quickly.

Reporting on the average load speed of the top five fastest and five slowest pages may be more helpful. This can help highlight pages that may require additional work and very fast layouts.

Any Data That Shows A Need To Act

It is crucial to include this. If a site’s error makes it impossible to index, it should be noted in the report.

Depending on the report, this could vary.

Examples of metrics include crawl data, site outages, broken schema markup, and others. Consider incorporating these data into upcoming reports to demonstrate how the modifications have affected performance.

A Word Of Warning

There are multiple ways to interpret the Technical SEO metrics: either they emphasize them as a part of SEO that they can comprehend, or they are not thought to be relevant to the stakeholder’s function and hence downplay their significance.

Take Core Web Vitals, for instance. Core Web Vitals don’t matter for rankings. Nevertheless, I have seen many developers concentrate solely on Core Web Vitals, which is a gauge of how well-optimized the website is from an organic search standpoint.

Why? They are a simple technical SEO component that stakeholders can easily comprehend and affect, and SEO experts have begun to report on them more.

They make sense, are easily measured, and can be optimized for.

Unfortunately, this occasionally leads to them being given too much weight. Because every little bit counts, we instruct engineers to spend entire sprints attempting to improve the Core Web Vitals scores by small amounts.

Think about how you convey the importance of the metrics you report on when covering technical SEO. Are they essential indicators of a website’s health? Are they “nice to know“ instead?

Make sure you give the full context of the metrics within your report.

Link Building Reports

Beyond increasing a website’s authority with the search engine, a link-building strategy can benefit it.

If done correctly, links should increase website traffic. Since this is a reliable indicator of success, it is crucial to include this information in link-building reports.

Metrics To Include

      • URLs Of Links Gained: Which links have been gained in the reporting period?
      • Links Gained: Which of the links obtained are directly attributable to outreach initiatives?
      • Links Driving Traffic: Which links gained during the period have resulted in referral traffic, and what is the volume of visits?
      • Percentage Of Valuable Vs. Less Valuable Links: Of the links gained in the period, which ones are perhaps marked as “nofollow“ or are on syndicated and canonicalized pages?

These reports can entice you to incorporate a page or domain strength score. It makes sense if that aids in conveying the success of an outreach initiative.

But remember that connections from highly relevant websites—even if they lack authority—will still help your site.

Don’t let the fact that the connections you obtain don’t rank highly with these metrics drive you to abandon your outreach efforts.

Using Google Search Console for SEO Reporting

Google Search Console is a powerful tool for SEO reporting, offering insights into:

      1. Search engine rankings: Track keyword rankings and identify opportunities for improvement. This will help you understand how your site is performing in search results.
      2. Impressions and clicks: Analyze the number of impressions and clicks your website receives in search results, providing a clear picture of your site’s visibility and engagement.
      3. Search queries: Identify the search queries driving traffic to your website, allowing you to optimize your content for the most relevant keywords.
      4. Technical SEO issues: Detect and address technical SEO issues, such as crawl errors or mobile usability problems, ensuring your site is easily accessible to search engines and users.

By leveraging the insights from Google Search Console, you can create an SEO report highlighting key metrics and providing actionable recommendations for improving your site’s performance.

Automating SEO Reporting

Automating SEO reporting can save time and increase efficiency. Consider using tools like:

      1. AgencyAnalytics: A comprehensive reporting platform that integrates with Google Analytics and Search Console, allowing you to create detailed and customizable reports.
      2. SE Ranking: A tool that offers automated SEO reporting and tracking, making it easy to monitor your site’s performance and identify areas for improvement.
      3. Google Data Studio: A free tool that allows you to create custom, interactive reports, enabling you to present your data in a visually appealing and easy-to-understand format.

By automating SEO reporting, you can focus on high-level strategy and analysis rather than manual data collection and reporting. This saves time and ensures that your reports are always up-to-date and accurate, providing valuable insights to your clients.

Presenting SEO Reports to Clients

Presenting SEO reports to clients can be challenging, especially if they need to become more familiar with SEO terminology. Here are some tips for presenting SEO reports to clients effectively:

      • Use Clear and Concise Language: Avoid technical jargon or complex SEO terms your client may need help understanding. Instead, explain concepts in simple terms and provide context where necessary.
      • Use Visual Aids: Visual aids such as charts, graphs, and tables can help to make complex data more readily understandable. They can highlight trends and key metrics at a glance, making the report more engaging.
      • Focus on Key Metrics: Concentrate on the key metrics that are most relevant to your client’s business goals. This ensures that the report is focused and actionable rather than overwhelming the client with unnecessary data.
      • Provide Recommendations: Based on the report’s data, offer clear and actionable recommendations for how your client can improve their SEO performance. This will add value to the report and help guide the client’s future SEO strategy.
      • Use a Clear and Concise Format: Structure the report with headings and subheadings to make it easy to navigate. A well-organized report is more likely to be read and understood.

Some popular tools for presenting SEO reports to clients include:

      • Google Data Studio: A free tool that allows you to create interactive and visual reports. It integrates with various data sources, making it easy to present comprehensive SEO data.
      • AgencyAnalytics: A tool that allows you to create custom client reports and dashboards. It integrates with Google Analytics and Search Console, providing a centralized platform for SEO reporting.
      • SEMrush: A tool that offers a range of SEO reporting features, including keyword tracking and competitor analysis. It helps you create detailed reports that can provide valuable insights to your clients.

By following these tips, you can create effective SEO reports that provide valuable insights to your clients and help them improve their SEO performance. Clear communication and actionable recommendations are key to demonstrating the value of your SEO efforts and building strong client relationships.

Conclusion

The ideal approach to writing an SEO report is to think of it as a narrative. First, who is the audience? Be sure to write your report in a language that they can comprehend.

Make up a story. What are you hoping these numbers will reveal? Are you being truthful about the metrics you comment on, and do you provide all the nuances?

Make certain that you conclude the report. If something needs to be done about it, what should be done? Highlight and restate anything you want stakeholders to remember as a major takeaway from the report.

Finally, seek reviews on your reports. Ask your stakeholders to give you feedback on the report.

Assess whether it satisfies their needs or requires more information or context. This report is for them. Your SEO efforts only work if they benefit from them.