70% of SEO Is Easy. Here’s What One SEO Pro Swears You Should Do to Master the Other 30%.

I’m going to make a couple of assumptions here.

I’m going to assume that your business is reasonably healthy.

I’m also going to assume that you don’t have much by the way of spare time within your working day.

If I’m right about both of these, then here’s a problem you’re bound to have:

You can and will always find plenty of reasons to leave search engine optimization (SEO) on your to-do list for perpetuity.

After all, SEO is technical, complicated, time-consuming and potentially dangerous. The SEO industry is full of self-proclaimed gurus whose lack of knowledge can be deadly. Not me of course. I’m different.

And if that wasn’t enough, there’s the terrifying fact that even if you dabble in SEO in the most gentle and innocent way, you might end up in a worse state than you were to begin with.

To make matters worse, Google keep changing the rules on an ongoing basis. There have been a bewildering number of major updates, which despite their cuddly names have had a horrific impact on website owners worldwide.

So SEO is technical and complicated, potentially disastrous, changes on an ongoing basis, and you don’t even have time to properly read this article.

So why should you care enough about SEO to do it anyway?

The main reason is that you probably already see around 30-60% of your website traffic come from the search engines. That might make you think that you don’t need to bother, because you’re already doing so well. But you’re almost certainly wrong.

If you have a look through the keyword data in your Google Webmaster Tools account (more of that later), you’ll probably see that around 30-50% of the keywords used to find your website are brand names – the names of your products or companies. These are searches carried out by people who already know about you. But the people who don’t know who you are but are searching for what you sell aren’t finding you right now.

Webinar Dave CollinsThis is your opportunity.

If a person goes looking for a company or product by name, Google will steer them towards what they’re looking for. Their intelligence does have limits, however, and even though they know your name they won’t be completely clear about what you sell. That’s where SEO would come in.

Still need more convincing? How about the fact that the seeming complexities of SEO mean that your competition are almost certainly neglecting it too. They have the same reservations as you about complexity, time and danger – and hopefully aren’t reading this article, and so are none the wiser to the well-kept secret: That 70% of SEO is easy.

So I’m going to lead you through what you need to do to tap into that stream of people looking for what you sell right now. Are you ready?

What is Real SEO?

Real SEO is all about helping Google understand the content of your website. It’s about steering, guiding and assisting Google. Not manipulating them.

It’s easy to assume that they already understand the content and relevance of each and every page on your website, but the fact is that they need a fair amount of hand-holding. Fortunately, helping them along really isn’t very difficult at all.

Oh and in case you’re wondering, Real SEO has nothing to do with keyword stuffing, keyword density, hacks, tricks or cunning techniques. If you hear any of these terms from your SEO advisor, run away from them as quickly as you can. And don’t look back.

Understanding your current situation
with Google Analytics

Before you can do anything to improve your SEO status, you need to get an idea of how you’re already doing. In other words how much organic traffic you’re getting, how much you rely on it, and how the situation may have changed over the past year or so.

Here is a very quick and easy way of doing so. 

Step 1:

Open up your Google Analytics account.

Analytics overview

Step 2:

Click on the date range selector on the top right of the interface, and change the year of the first date to last year. So 12 Dec 2014 will become 12 Dec 2013. Then click on apply.

Analytics dates - change to 13 months

Step 3:

Click on the All Sessions rectangle towards the top left, click once on Organic Traffic and click Apply.

Organic Segment in Google Analytics

Step 4:

Click the little black-and-white squares icon that has now appeared under the date selector on the top right, and drag the slider all the way over to Higher Precision.

Analytics - number of sessions

Step 5:

Change the interval buttons on the top right of the graph to Week to make this easier to digest.

Analytics - week view

At this point your graph should look something like this:

SEO traffic - trend over 13 months

It’s worth noting the approximate proportion of your visitors that presently come from organic sources.

Step 6:

Click the little downward arrow to the right of the All Sessions rectangle and choose remove, so that we’re only looking at the organic traffic on its own.

Remove All Sessions

Step 7:

Click on Select a metric next to the Sessions button above the graph and select Pages / Session.

Select a metric

You should now be looking at something like this:

SEO traffic - quantity and quality

In the example above, we can see that the quantity of traffic has been increasing since the middle of August, but the quality of the traffic (as measured by the number of pages per session) has fallen significantly.

How you choose to view this is down to your own graph, recent history and interpretation of events, but this should give you an indication of how things stand at the present time.

And as in most things analytical, trends are often more revealing than a snapshot of a brief moment in time.

Your Google Webmaster Tools data

If you’re not overly familiar with your Google Webmaster Tools account, it’s really worth taking 10-15 minutes to see what’s on offer.

I can’t recommend this enough.

I know you’re busy, but you’ll want to thank me for this.

Once you’re in your account, I’d recommend that you look into the:

HTML Improvements

This shows you the issues that Google think might improve your SEO performance. Read that again and decide if you want to pay attention or not.

Google Webmaster Tools HTML Improvements

Crawl Errors

This shows you issues that Google have found on your website, mainly in terms of broken links and missing pages.

Google Webmaster Tools Crawl Errors

Search Queries

This is a biggie! It shows you the search terms used in Google that cause your website to be listed. Not only that, but it also shows the keywords that may result in your website being listed but not clicked on.

Google Webmaster Tools Search Queries

From what you see here and the trends shown in your Analytics data, you should now have a good idea of your current status:

  • How much organic traffic you get from the search engines
  • How dependent your website may be on this source
  • Which keywords are sending you the most clicks
  • Which keywords produce impressions but no clicks (SEO opportunities in other words)
  • Which pages on your website are broken and need fixing

If you want to explore further – which you’ll surely want to do, the more you get into this – I recommend Screaming Frog as a good diagnostics tool, or Botify if your website is large or unusually complex.

Combining the data into something useful

Your Google Analytics session will have shown you how you’re doing from an SEO point of view in terms of the quantity and to some extent the quality of your visitors.

But it’s only showing you what is already working. In other words: the people that are finding you on the search engines, and clicking on your links.

The Google Webmaster Tools Search Query data, on the other hand, will give you a better idea of what isn’t working.

It will show you the keyword searches that you are getting listed in the results for, but not necessarily getting clicked on.

And it doesn’t take much by the way of expertise to see why.

If, for example, you see that “your targeted keyword” that you feel is extremely relevant has generated over 2,000 impressions in the last month, but produced only 2 clicks, you’ll probably find a very low average position. Bear in mind that an average position of 14 will mean being around half way down the second page of results. Think about how rarely you go beyond the first two or three listings, never mind to the second page of results, and you’ll understand why the CTR is so low.

So now you have an idea for what you’re being found for at the present time. But what about the other terms?

What would you like to be found for?

This is one of the more common SEO mistakes, on a number of different levels.

Many businesses assume that they don’t need to worry about keyword research. They think they know what terms people use to find what they sell, and they also assume that Google understand the content on their website. This is incorrect on all counts.

A better starting point is to brainstorm a small number of your most obvious keywords, then run them through Google’s Keyword Planner. Ignore the information in the Ad group ideas tab, and instead go straight to the Keyword ideas tab. Rather than wade through the very unfriendly interface, I recommend downloading the data into Excel, where not only is more detail included, but you can also slice, dice, sort and report the data as required.

From there you can delete all the irrelevant columns and start working your way through the list, deleting any irrelevant keywords as you go along.

It’s around this stage that you may hit a problem in terms of where to focus your efforts. The number of reported searches for a given keyword is of course important, but so is the level of competition. Ideally you’d like keywords with plenty of searches but not too much competition.

Solution: I personally like to factor both number of searches and competition together by adding a column that simply divides the number of searches squared by the level of competition.

(number of searches x number of searches / competition)

There are plenty of alternatives to this basic formula, but I like it for ease of use and simplicity.

Once I’ve added this column, I then sort the data by this value (largest to smallest) and I then only usually need 10-15 keywords at most to give me plenty of ideas to work with.

This is a slightly involved but effective methodology for keyword research, as what you’re left with is a list of keywords that both Google and you consider to be relevant to the content of your website. And relevance is an important concept in SEO.

So Real SEO keyword research is about making sure that your customers, website and Google are all in agreement and alignment over the content of your website. Other sources of inspiration and ideas include having a look at what terms your competition are targeting, Google Trends, and of course Google Suggest. If you’re not sure where to find these things, you can probably work out where to go to search for them!

If you want to dive further into understanding your current search engine status, go and search for some of the better keywords that you just discovered and see where you rank compared to your competition. Note that it’s vital to avoid Google serving up personalised results, so either use the privacy, incognito or anonymous mode of your browser for the searches, or use a browser that you don’t normally use. I hope this is Internet Explorer. If what you find isn’t great, don’t despair: everything in SEO is fixable. (Terms and conditions may apply).

Putting it all together

Assuming you’ve read this far and have been following my directions, you should now have:

  1. A good idea of where things stand with your current search engine traffic, and
  2. A solid list of keywords that you’re not getting visitors for but very much want.

All that’s left now is to work out how to use these keywords.

But before we do so, let’s take a quick step back.

If you’ve in any way kept up with what’s been happening in SEO over the last couple of years, you’ll have probably heard about Google updates with names like Panda, Hummingbird, Phantom, Pirate and more.

I won’t go into the technical details of what Google are doing, but it is important to understand why they’re trying to do so. At the most basic level, Google understand that there’s a very real problem with people who are trying manipulate their index. In response to this, they’re trying to clean up their results. They don’t want people getting fed up with bad results and considering other options. (Have you even tried Bing?)

This is extremely important. Remember earlier when I said that 70% of SEO was easy? That rule still applies. So if, for example, you have a list of keywords that you know are relevant to what you sell, then all you need to do is create great content for them. Incredibly, that’s all there is to it. (Terms and conditions apply again unfortunately – see below.)

There is, however, one simple rule to be consistently followed without exception: that the content you create should not only be good quality and 100% original, but should also be written primarily for the human visitor and not the search engine spider.

In other words, if you are creating some fantastic content for a keyword like “choosing a small business HR service”, then the article should not only make perfect sense if read out loud (as opposed to the same phrase being repeated 15+ times), but should provide real value to the person reading it.

So the process is simple:

  1. Choose your keywords
  2. Create spectacular content

Wait, is it really that simple?
So I’m an SEO guru now?

Unfortunately there’s a lot more to the other 30% of SEO than just creating great content and waiting for the visitors. There are issues like helping Google understand the content on your pages and website, incoming links, page authority, domain authority, usage patterns, spam factors, canonical issues and much more. The SEO in me is tempted to yabber on about more pseudo-science, but I won’t.

But again there’s the often overlooked fact about Google: they actually do a reasonable job of working out what’s on your website and (to some extent) understanding the gist of it. If you’ve never done any SEO on your website but still get some traffic from Google, this is why.

But even without dabbling in the other 30% of SEO, by creating the right content for the right visitors using the precise language and terminology that your potential customers are using, you’re significantly better off than your competition.

And you can only gain from this.

When you’ve checked this off your to do list and made it an ingrained part of your content creation process, then you’re ready to delve into the other 30% of the SEO. The not-so-easy side. The dark side.

Until then, work on understanding your current situation, exploring the opportunities, creating a list of good keywords, creating the right content for them, and starting 2015 with a little bit of smart, safe and real SEO.

About the author

Dave Collins

Dave is the founder of Software Promotions. You may have seen him teach no-nonsense SEO at Microconf and Business of Software.

  • Galina St George

    Great article, thank you Dave! I have a question re the formula you use to select the 15 or so keywords: “Solution: I personally like to factor both number of searches and
    competition together by adding a column that simply divides the number
    of searches squared by the level of competition.” How do you choose those keywords? Is there a particular figure you have in mind? Thank you!

  • Dave, thanks for sharing. This is a great article with plenty of useful information for SEO beginners however, I disagree with the misleading title. Should be 7%. What you covered is a drop in a bucket to mastering SEO.

    For those who really want to master SEO here is my advice:

    1) Read, understand and follow Google’s SEO guidelines. Start with Webmaster Blog:

    2) Make sure you have a robust SEO management system in place. Couple suggestions: LinkAssistant, Majestic & my fav SEOProfiler.

    Mastering these 2 items will cover every aspect of the SEO world and in turn help you become the SEO Guru.

    Hope this helps.


    • Dave Collins

      James – thanks for your comments. I, however, have to disagree with your disagreeing with me 🙂

      Yes, the article skims across the surface of the pointiest bit of the tip of the iceberg… but this article isn’t about mastering SEO. It’s about doing it. And 70% of it *is* simple.

      Try this: show a non-SEO (aka a normal person) Google’s Webmaster Central blog, and let them try to understand it. Ask them what actionable advice they’ve taken from it.

      Ask a non-SEO which of your robust SEO management systems they have in place.

      And do you really think that reading a blog and using a tool will turn anyone into a guru?

      It would be about as effective as placing comments in blog posts about SEO just to get a link. Ineffectual and pointless are two words that spring to mind…

  • I must say that many people ignore the “Google Webmaster Tools”, however it’s critical to use it, before 2012 you could ignore itand still rank easily, but today it’s a tool that anyone who does SEO must use.

    • Dave Collins

      Absolutely. And it’s accessible, actionable and easy to understand. A thing of great beauty!

  • Michael Gray

    Thanks. This is really great stuff and I really appreciate the level of detail.

  • Great article, especially for technical people. Should be required reading for web developers working with inexperienced clients. Now on to the other 30%.

    • Dave Collins

      Ah yes, the other 30%! Slightly trickier but always doable.

  • Extremely helpful! I confirmed I am doing a few things right (writing for my readers) and completely overlooking others (I have never looked at my webmaster tools). Thanks so much!

  • Zakaria Desai

    Great read. Is there a reason you guys don’t include sharing icons?

    • Dave Collins

      Thanks. I’ll let Jo answer that as it’s her site. But we pulled them off our own blog content because they didn’t seem to make any difference. YMMV as they say.

  • Cassel

    Very interesting, however, for unknown reasons, i notice that the graphs i get in GA and WT, shows a decrease to almost zero since the holidays. I wish i had a clue of what is going on. 🙁

    • Dave Collins

      Sorry to hear that. There were a few updates in December, one of which was Pigeon – affecting local search. Could this have been the culprit?

      • Cassel

        I don’t know. What did it update? What change did Google integrate with that? What would be penalizing my site? I only do content. I don’t have ads. I don’t do backlinking as a strategy, etc.

        Where can i find out about that particular update? I am in Canada, so that is a possibility.

      • Dave Collins

        To be honest this isn’t something I can give you a stock answer to. It needs some digging into your Analytics account, your history, link issues etc. Drop me an email if you want me to look into this.

  • WOW!! is all I can say! This is a well written post. I think I’ve learned more about what I need to do with SEO in this one post than anywhere else. And with me being novice blogger that’s important to me…Thanks!

  • Krithika Rangarajan

    WOW – thank you! The very mention of SEO has me sweating in fear, so your assistance is much appreciated, Dave!

    I am bookmarking this and coming back to it after launching my new website (sometime before zombies strike 😛 Hey, I selected my Domain Name a year ago – I just have to start creating the content now..dang! 😉 )

    Thanks again

    • Dave Collins

      Thank you! And don’t be afraid of SEO 🙂 As long as you’re doing it the right way, there’s nothing to worry about.

      The rule of thumb is to imagine you’re sitting in a room with Google. If you have nothing to hide, you probably have nothing to worry about.

  • Incredibly practical info! Very well done. I have some work to do now. I wanted to tweet out so many different sentences, but Twitter only gives me 140 characters at a time.

    • Dave Collins

      Thank you. Send many Tweets then 🙂

    • Yes, Really good information… Thanks

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