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Stop Recommending Impossible SEO Content Strategies. Do This Instead.

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Stop Recommending Impossible SEO Content Strategies. Do This Instead.


Years ago, I worked with a sales coach who insisted that I was selling my services all wrong.

She’d get on the phone with my prospects and tell them how their “site looked outdated,” their entire site suffered from sub-par content, and every page needed a rewrite.

Oh, and a redesign too.

At one point, she told a small-business prospect that his budget for writing services was “insulting” and way too low. But, of course, the poor prospect had a hard enough time trying to scrape together 5K for writing services…so my consultant’s quote of 20K was way out of his budget.

(This was the final straw and I fired her the next day.)

The thing is, my consultant wasn’t necessarily wrong. Often, the entire site’s content did suck. And many designs were terrible. 

But forcing the client to eat the entire content enchilada RIGHT NOW — when all he wanted was just a couple bites — was enough to mess up the sale. 

She was dictating a strategy that the client couldn’t implement — not right away.

And that’s the problem.

I’ve been chewing over the statistic that 56% of SEOs say their suggestions get implemented less than 40% of the time.

Ouch.

On the one hand, it’s easy to blame the end client. We’ve all had the client or boss who gives excellent lip service to our brilliant ideas — and then refuses to implement them.

Maybe because it’s “not the right time” or because the company is in a busy period. Bottom-line, nothing happens, and the suggestions go nowhere.

But then, Ammon Johns, a colleague and one of the original SEO folks in the industry, said something interesting on Facebook.

Ammon’s take on the statistic: SEOs suggest strategies that companies can’t implement for whatever reason. It’s not because they don’t want to change their process. It’s that they need a slower runway to make it happen.

We’re giving our clients (and prospects) a pie-in-the-sky, best-case strategy scenario…when what they need is something more baby-stepped and easier to implement.

For instance, these SEO writing suggestions may overwhelm your client

  • Suggesting a client increase their blogging frequency to twice a week when the client is already time-crunched.
  • Advising the client to make a massive investment in SEO content services immediately rather than spreading the work over time.
  • Telling the client that what they want will take more work than they bargained for — for instance, they’ll need a redesign AND a content strategy, AND every page needs a rewrite.

Sure, the content and strategy suggestions may be on point. After all, sometimes, it makes more sense to do a lot of the work immediately. And some site designs do look outdated and have horrible usability.

But if you hit your client (or prospect) with everything at once, you run the risk of the client not implementing your suggestions.

(And guess who the client will blame when they aren’t getting the results they want. Even if they only implemented 10 percent of your suggestions.) 

Or, in the case of selling your services, overwhelming your prospect with ideas that she can’t implement may mean you lose the gig. She’ll take one look at your proposal and think, “This is way more than I bargained for right now. I don’t have the funds/time/brainpower for this.”

Even if she agrees with your recommendations. 

It’s tricky.

You have to meet your SEO writing clients where they are.

That may mean suggesting a fraction of the actual workload now — and explaining a baby-step process that can help get everything done on a longer timeline.

That may mean suggesting a low-budget thing to get your foot in the door — and using that project to sell your skills.

Or sometimes, it means thinking super-creatively to help your client meet their SEO writing goals. For instance, video is fantastic for teams with subject-matter experts who hate to write — but they don’t mind being on-camera for five minutes.

You can take that video (and the transcript) and transform yourself into a content repurposing hero.  

It’s OK to baby-step your content campaign and get things done super slowly. What’s not OK is suggesting deliverables and timelines that aren’t possible for your client/team to implement.

That’s a setup for learned helplessness (why can’t we ever master SEO?), poor results, and resentment. If you’re freelancing, it means lost sales.

Ain’t nobody got time for that.

What do you think?

Have you received an overwhelming strategy that you had no idea how to implement? Or, have you accidentally overwhelmed a prospect or team member with all your fantastic ideas? Leave a comment and let me know!



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Google Ads Diagnostic Insights On Overview Page

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Google Ads Diagnostic Insights On Overview Page


Google Ads has added the diagnostic insights on the Insights and Overview page of the ad console. Diagnostic insights help you identify common reasons why your campaign may not be serving or getting conversions.

Google announced this saying the reason they added this was because “it can be difficult to identify and troubleshoot these issues in a timely fashion.”

The diagnostic insights will highlight when a given campaign’s ads are not running due to all ad groups being paused, account suspensions, or low Ad Strength, among other diagnostic checks.

After you submit a campaign, diagnostic insights are an easy way to see where you’re at in the campaign serving process. In addition, they can automatically identify issues that range from ad policy, billing, budget, bids, and more. Clicking on “Show all campaign diagnostics” gives you a more detailed breakdown for the following:

  • Account status
  • Billing status
  • Policy review
  • Conversion tracking
  • Campaign budget
  • Bid strategy target
  • Campaign status
  • Ad strength

This tool was available in April 2022 but not on the overview or insights page.

Forum discussion at Twitter.





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6 Best WordPress Review Plugins For 2022

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6 Best WordPress Review Plugins For 2022


If you want to increase traffic to your WordPress site, boost your SEO, or bring in more sales from your WooCommerce products, you will benefit from installing a WordPress review plugin on your website.

By having reviews for your services or products and increasing social proof, you’re more likely to draw new customers to your business and retain existing ones.

Reviews are one of the most powerful sources of marketing and the best part is, they’re also free!

Collecting reviews from your customers and clients is also a great source of feedback.

This will allow you to make changes and improvements to your products and customer experience as well as form a relationship with your customers.

Not only does this increase the chance that they will become a repeat customer but they will also be more willing to recommend you and your services or products to others.

Choosing A WordPress Review Plugin

As with choosing any plugin, you want to make sure the review plugin you install on your WordPress site is going to be reliable and safe.

Before installing a review plugin, first, make sure that it has good reviews and ratings.

When browsing plugins, you will see a star rating and in brackets will be the number of reviews.

The higher the star rating and the number of reviews, the better.

You also want to check how many active installations the plugin has.

Again, the higher the number of active installations, the better, as this means that more people are using the plugin on their website.

And lastly, make sure the plugin has been tested with the latest version of WordPress.

Screenshot from WordPress, June 2022
ratingsScreenshot from WordPress, June 2022

Here are my top six WordPress plugin recommendations. These will provide an attractive and easy-to-use review process for your website.

All of the listed review plugins have been tested with WordPress 6.0 and have excellent ratings among over 20,000 users.

1. WP Review Pro

WP Review Pro pluginScreenshot from mythemeshop.com, June 2022

If you are looking for a truly comprehensive review plugin, you cannot go wrong with WP Review Pro.

WP Review Free includes all of the basic features, but it is well worth the $67 to upgrade to the pro version for unlimited sites to unlock the full feature set.

With WP Review Pro, you get unlimited color selections, and a variety of rating options, such as stars, percentages, thumbs up/down, points, or a circle rating.

The plugin supports 19 rich snippets and works seamlessly with Facebook, Google, and Yelp reviews in order to extend your reach.

Highly customizable pre-defined designs make it easy to match your branding or other popular review platforms.

2. Site Reviews

Site Reviews pluginScreenshot from WordPress, June 2022

Site Reviews is a simple review plugin that allows users to leave a review through a customized form.

Reviews use a 1 to 5-star system and are filterable.

You can also pin favorable reviews to the top so that they are the first reviews that customers see.

Site Reviews can also be used with WooCommerce via a free add-on to replace the WooCommerce Reviews with Site Reviews for the products in your WooCommerce store.

The plugin can be used as a shortcode, custom Gutenberg block, or widget and it supports native Elementor widgets to accommodate various theme and builder types and is free.

3. Plugin For Google Reviews

Plugin for Google Reviews pluginScreenshot from WordPress, June 2022

Plugin for Google Reviews specifically displays ratings and reviews from Google, using a public Google API.

The free version will limit you to displaying five Google reviews while the Business version, which runs $85/year for a single site, uses an API for your Google Business account, allowing unlimited Google Reviews.

The upgrade will also give you unlimited Yelp and Facebook reviews and will sync your accounts for automatic updates.

You can also mix and match reviews and customers can leave a review through your website for the other platforms.

Want to put your best reviews at the top?

Use the filter feature to display reviews in the order you want.

Five themes are available and reviews can be displayed using a widget, shortcode, or Universal HTML/JavaScript.

4. Customer Reviews For WooCommerce

Customer Reviews for WooCommerce pluginScreenshot from WordPress, June 2022

The Customer Reviews for WooCommerce plugin allows customers who have shopped in your store to leave written reviews and photos to increase your social proof and bring in more customers.

You can have an email automatically sent when a customer makes a purchase asking them to leave a review. You can even send coupons to those that do leave a review.

The plugin also integrates with a service to verify the authenticity of reviews.

Customer Reviews for WooCommerce uses ratings and voting review types, as well as customer-submitted photos. Reviews can also be filtered.

There is a free Basic version but for more customization and professional features, you will want to consider the Professional version for $49.99/year.

5. Starfish Reviews

Starfish Reviews pluginScreenshot from Starfish Reviews, June 2022

The Starfish Reviews plugin uses a funnel system to sort positive and negative reviews.

The plugin is set up in the WordPress dashboard and can link to Google, Yelp, Facebook, and a number of other third-party review platforms.

In the first step of the review, a positive or negative review choice is shown.

If the positive review is chosen, you give the customer single or multiple options of where they can leave their review.

If a negative review is chosen, the feedback will be sent back to you and they can be prompted for more information.

Depending on the restrictions of the review platform(s) you are using, you can choose not to allow them to post a negative review or allow it.

A very limited version of the plugin is available for free on wordpress.org and Starfish Reviews also has multiple paid tiers starting at $37 per month.

6. Taqyeem

Taqyeem pluginScreenshot from codecanyon.net, June 2022

The Taqyeem WordPress Review Plugin creates beautiful custom reviews that can be added to pages, posts, and custom post types.

You have unlimited color and review criteria customizations with a choice of over 500 Google Fonts to match a variety of branding.

Rating styles are points, percentages, and stars and multiple options are available for the rating image. Reviews can be displayed by Best, Recent, and Random.

The Taqyeem plugin uses Google Rich Snippets for optimal viewing through search engines.

The plugin has a one-time purchase price of $29 through CodeCanyon, which includes six months of support. Additional support can be purchased.

Choosing The Best WordPress Review Plugin In 2022

With over 1,000 WordPress review plugins available to choose from, it can be hard to know where to begin.

When choosing any plugin for your WordPress site, be mindful of the star rating, reviews, active installations, and compatibility with the latest version of WordPress.

There are plenty of free review plugins for WordPress that are reputable and reliable, but paid review plugins may offer the additional features that you require.

Displaying reviews from customers and clients on your website is great for marketing and establishing trust with your audience so it’s worth taking the time to choose a review plugin that is going to work seamlessly on your WordPress website.

More resources: 


Featured Image: Jirsak/Shutterstock





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Google Search Ranking Algorithm Update Volatility July 5th & July 7th

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Google Search Ranking Algorithm Update Volatility July 5th & July 7th


Over the past few days there has been some chatter within the SEO community about more Google search ranking algorithmic fluctuations and volatility. This comes after over a week of relative calmness in the Google search results.

The chatter picked up in the WebmasterWorld and in the comments section from my last Google update story on June 28th have spiked over the last few days – with some chatter picking up on July 5th and then in a bigger way on July 7th, today.

Plus, some of the tools are starting to show a big swing upwards in the Google search volatility in the past 24-hours.

SEO Chatter

Here is some of the chatter:

Interesting, 06.00 this morning and the switch was flipped on, 18.00 this evening, two hours ago, the switch was flipped off ! Bear in mind this is mid-day / afternoon US time, the roller coaster continues even on a holday.

Many years ago I seem to recollect a major update and the entire Plex went skiing and everything went horribly wrong, these days it seems to be the standard M.O.

Huge drop today…

Every holiday and during big events they tend to roll out more anti-web features in the SERP pages, hoping they can hind behind the holiday/news headlines.

This drop is just partly related to July 4th, but mostly direct consequence of anti-web changes in the SERP pages.

A sudden, precipitous drop in USA traffic overnight…starting down 76% this morning. Traffic to my home page was -33% yesterday, and -44% so far today. I am stable in ranking and gained a few new terms, but the traffic literally vanished

Traffic and SERPs seem so turbulent. Search doesn’t stand still now. What I find as strange as anything is that our personal movements don’t mirror those of everyone else’s anymore. Some days the sensors are quiet, but we’re seeing loads of movement.

It’s just gone 16.00 on my Googleday and things look normal! PVs, uniques, sources … Let’s see how long this lasts?

And much more…

Google Tracking Tools

Here are what some of the tracking tools are showing as of this morning.

SERPmetrics:

click for full size

Advanced Web Rankings:

click for full size

Accuranker:

click for full size

Semrush – as a reminder, they adjusted their sensors but you can still see the spike:

click for full size

Mozcast:

click for full size

RankRanger:

click for full size

We will see if Mozcast and RankRanger show more change later on today…

Have you noticed any large changes in the past day or so?

Forum discussion at WebmasterWorld.



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