The days of SEO being a once-off project are gone — especially when it comes to new keyword opportunities and threats that seem to fluctuate on a daily basis.

Keyword research sometimes feels like you’re chasing your tail — what worked last year might not work next year. Google’s algorithms are ever-changing, trends are unpredictable, and you’re competing for high SERP rankings in a highly competitive space. Not to mention the latest integration of generative AI results to the SERPs.

Search engines are processing an enormous amount of data in their ranking algorithm. Artificial Intelligence is becoming more aware of what users want and better at determining what content will satisfy user intent. Google updates like BERT are indications of an increasingly more complex and savvy search engine.

All this being said, you don’t have to resort to tricks and secret hacks to get your site ranked on Google, but you do have a lot of information to feed the search engine that will help your chances of getting ranked.

SEO copywriting is the process of writing content that’s optimized for human readers and search engine algorithms. The main goals are earning high rankings for relevant keywords, and attracting and engaging target audiences.

Traditionally, copywriting is writing text for advertisements. But many marketers use “copywriting” as another word for content writing, which involves writing blog posts etc.

PageSpeed Insights is the industry-standard testing tool for measuring performance of a website. Created by Google, PageSpeed Insights (PSI) uses an algorithm that combines numerous behind-the-scenes factors of a website to try and grade them with an overall score. This score is separated into mobile and desktop categories to illustrate the different factors affecting the two types of visitors.

Within SEO, link building plays an important role in driving organic traffic via search engines, especially in competitive industries. When combined with strong technical SEO foundations, great on-page SEO, excellent content, and a good user experience, link building can be super effective at driving more organic traffic.

Today, the need for quality, relevance, and authenticity has never been more important. While low-quality, spammy link building techniques can work, they shouldn’t play a part in a strategy for an organization who is building for long-term organic search success.

To make sure your business is on the right track toward growth, it’s important to set goals – but perhaps what’s even more important is making sure you have systems in place that will help you track your progress toward achieving those goals. Thanks to Google Analytics, it’s fairly easy to set and track goal progress directly from within your dashboard.