David Leonhardt’s SEO and Social Media Marketing

Tips for better SEO (search engine optimization) and website marketing …



Click Here! Two action words worth using

Oct 26, 2015 - filed under SEO No Comments

Some people will tell you to avoid linking with “Click here” as anchor text.  But look what you would be missing.

If you are old enough to remember the olden days when SEO was “a thing” – before it became something to carefully ignore with a studious sideways glance – we were all counseled to avoid using generic terms like “click here” as anchor text on links.  “Click here” was a dirty word.

Even I was counseling against that approach, and with two very good reasons.

First, the search engines could see what a page was about by reading it, but they also wanted to know what other people thought the page was about.  So they would read the anchor text of hyperlinks pointing to the page for clues.

If the anchor text said “content marketing for real estate promotion”, the search engines would assume that the page was at least somewhat about “content marketing for real estate promotion”.  The page would therefore rank higher for “content marketing for real estate promotion” and for related phrases, such as “content marketing for real estate” and “real estate promotion”.

Using keyword-rich anchor text made good SEO sense.
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Your website’s need for speed

Aug 24, 2015 - filed under website conversion 15 Comments

If it seems like life has been getting faster every day, that’s because it has. And if it seems like the Internet is getting faster every day, that’s because it is. We’ve moved from pedal boats to rocket ships.

As the Internet speeds up, your competitors speed up, too. And that creates expectations on the part of your two most important audiences – your customers and visitors, and the search engines on whom you probably rely to bring you customers and visitors.

Public expectations are pretty harsh these days. With life so fast-paced, is it any wonder that 47 percent of the public expects your web page to load in two seconds or less? Or that 57 percent will abandon your website if it take three seconds or more to load? Or that the reason half your customers don’t complete their purchases, but rather abandon their shopping carts, is due to impatience with load times:

“Roughly 70% of online shopping carts are abandoned before checkout, and new findings suggest that slow load times are the number-one culprit.”

As long as people can get what they want at the speed they want elsewhere, they won’t put up with a slow shopping cart. Slow pages cut conversions. They also increase bounce rates…and that can affect your search engine rankings.

Does your website have enough speed?

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Four ways to get your retail business online

Aug 11, 2015 - filed under marketing 2 Comments

It’s almost comical to imagine it, but there are still a ton of businesses that are not online.  I know, right?  That includes retailers.  But it is never too late to get online and discover how the Internet can make your business take off, as Brian Young discovered.  He got punched in the face, but you don’t have to take it that far to see why getting online makes good business sense.

Here are a few ways to quickly get online.  There is so much more than this that you can do, of course, if you want to be serious about it.  But this is a start.

Get your retail store online Read the rest of this entry »

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Are you getting paid enough on client projects?

Jul 22, 2015 - filed under clients 15 Comments

Do you track your time for client projects? Should you? And if so, how best to do it?

Tracking the time you spend on a client’s project might be easy for you. Or it could be a nightmare. The more a person works in a silo, the easier it is. The more a person multi-tasks, the harder it is.

There are two reasons why one would want to track project time. The first is the most obvious; if you charge by the hour, you need to track those hours. If you don’t, you won’t get paid for your work and the clients will not be satisfied as to how much work they are paying for.

The importance of time tracking
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Email marketing – Do you GetResponse or focus on Constant Contact?

Jul 16, 2015 - filed under email 4 Comments

Once you choose an email provider for your blog or business, you are pretty much committed. So best make a very informed decision before you sign on, says guest blogger Gail Gardner.

Do you think all email providers are the same? There are some surprising differences. Choosing the best fit is important because moving an email list can result in losing a huge chunk of your subscribers.

Businesses can take a shortcut to choosing the right solution by using the same strategy for solution providers they use for choosing products: peer reviews.

Instead of using technology to automate processes, think about using technology to enhance human interaction. – Tony Zambito

Instead of popping over to Amazon, focus on sites that compare solutions. While some “Top 3″ type sites choose the three with the highest affiliate commissions, there are legitimate sites that focus on comprehensive reviews. Read the rest of this entry »

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Infographics as business tools

Jun 15, 2015 - filed under marketing 6 Comments

People think of Infographics as a viral Web tool, but they have a much wider application and a richer history.  Recently, we have been creating Infographics for use in a variety of exciting offline applications, some of which I will be sharing today.

Even as a child, I recall Infographics in newspapers and magazines.  Often they would be maps of unstable areas of the world, trying to explain to us North Americans what was going on visually (because so many of the place names meant nothing to us without the map).  I recall Infographics that helped explain economic trends, because numbers would be confusing without a visual display.

USA Today Infographics

Infographics really came into their own when USA Today was first published. That publication built a lot of its brand on quick and easy-to-digest news, which included visual representations of key take-aways.

To this day, Infographics are an integral part of newspapers and news magazines.  In fact, there is even a blog dedicated to newspaper Infographics.

But for some reason, we talk about Infographics almost exclusively as a viral tool on the Internet. Read the rest of this entry »

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The 5 rules of blogger outreach

May 18, 2015 - filed under guest post 15 Comments

Want to get the attention of a blogger? Here are five rules, along with a little insight into my own reactions to the non-stop spam I get from people like you.

Almost every day, somebody emails me offering to write a free post for this blog. Sometimes they offer a list of titles. Sometimes they tell me to name the topic, and they’ll write something for me. Sometimes they are not even in my niche. They obviously don’t read my blog.

And that is the first rule of blogger outreach. Know your target audience. Read the blog.

If people were to read this blog, they would understand that I don’t publish same-old, same-old drivel. I publish opinionated analysis of the state of online marketing. That’s right, my opinions; this post is a fine example of how I write for my own blog. I occasionally do publish a guest post, but it is certainly not from a stranger taking a pot shot and hoping that something sticks. Stay tuned and I’ll tell you the two ways to become a guest blogger here.

The second rule is to be very, very respectful.

Whether you come begging or pushing a wheelbarrow full of gold, you are seeking a favor from the blogger. You are hoping to be published, to get exposure, to build a link, to build traffic, or to get Austin Moon’s attention by posting something on my blog. Well, maybe not get Austin Moon’s attention on my blog – that’s would be someone else’s niche.

Blogger outreach done wrong

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Redden up your website

Apr 22, 2015 - filed under web design 2 Comments

Red is a powerful color, evoking passion and warnings, excitement and action. But is it a color you would want to identify your business? Would you want your logo in red? Would you want your main website colors to include red? Would you want to brand yourself red?

In many cases, the answer is yes. In other cases, the answer is not. Let’s look at the psychological meanings of red and see if the color is right for you.

SPOILER ALERT – if red is not an ideal main color for your business, you still should use red in one specific case – even if red is the worst possible color for your business. But I am getting ahead of myself. Let’s first look at red as a main color for your brand.

RED color for website

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Interview with Mike Ellsworth about social media for B2B

Apr 08, 2015 - filed under social media 1 Comment

Today we are interviewing Mike Ellsworth, a partner in Social Media Performance Group and one of the people who really “gets” social media.  He is one of three authors of  The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success.  It’s not just about getting shares on social media; it’s about doing business on social media, and by “business”, I don’t mean just selling.  And that’s where we ask Mike…

What motivated you to write the book?

My business partner, Robbie Johnson, has had great success using social selling techniques in his business. Back in 2011, when the first version of the book was written, social selling was not as well known as it is today, and we thought that a book would be a good way to help sales people understand how social media could drastically improve their sales results. As we got into the writing, it occurred to me that just learning how to use social media for business-to-business sales might not be enough to ensure that company sales efforts would be successful. That was when we combined social selling techniques with internal and external social business communities, a concept we’d written about before, in our Be a Person series.

Social Business Communities

What’s the difference between internal and external social business communities?

The Infinite Pipeline concept involves creating communities and adopting organizational changes to enable sales people and sales management to make social selling sustainable. In the Infinite Pipeline, not only do sales people get trained on social selling techniques, but the company creates two communities: an internal, sales-oriented community for everyone who touches the sales effort (like marketing, communications, product management and so on); and an external, problem-solving community to help customers and prospects resolve their issues.

The internal community foster communication about sales opportunities, customer problems, and encourages anyone in the company to contribute leads and information about possible sales influencers.

The external community is just about solving customer problems. A company may want to ensure their sales support and customer service people are heavily involved in this community along with sales people.. The idea is that, if the company becomes known for solving problems, sales will follow. Typical selling behavior is prohibited in the external community.

The book contains a long list of external B2B communities developed with the tremendous help of Vanessa DiMauro of Leader Networks, who is experienced in setting these communities up.

Have you found this to be successful?

Without the organizational commitment that Infinite Pipeline requires, we expect inconsistent application and success with social selling techniques. In fact, we predict that in five years, fewer than 20 percent of sales organizations will have realized the benefits of social selling.

Sales people, as a rule, aren’t early technology adopters. Their skill set is more on the relationship side, and so that’s what we emphasize in the book. We compare and contrast old-style sales techniques like Eat What You Kill and Farming to the Infinite Pipeline and show how our system can work with each.

We’re readying for publication two more Infinite Pipeline books: a sales executive version that goes deeper into how to lead the social selling change, and a deluxe sales executive version that has lots more practical implementation advice.

Why did you go with three authors?

Social Media Performance Group has three principals and all three of us contributed in some way to the book. I am the primary author and worked closely with Robbie, the subject matter expert, and Ken Morris, who helped give a sanity check based on his extensive experience as an HR executive.

Is there a real-world example, a company that has followed your process?

There is no company that has followed our process as of yet. There are plenty who have implemented external communities, and we have a list of them in the book. The list was created by us in collaboration with Vanessa DiMauro of Leader Networks, who is an experience community builder.

There are plenty of companies that have internal communities, many of which are dedicated to sales, and some of them have done social selling training. A good example is Oracle, where our contributing author Jill Rowley let a social selling transformation a couple of years ago. She used Jamie Shanks’ Sales for Life social selling curriculum to train hundreds of Oracle sales people and used Oracle’s internal communities to reinforce, along with Shanks’ standard training followups.

But the innovation proposed in the book—our Infinite Pipeline Relationship Development Process combined with both and internal and external community—has yet to be implemented fully anywhere.

What tasks would the internal, sales-oriented community typically undertake?

One key to the internal community is to leverage the relationships company employees already have. So a sales person might ask a question such as, “I’m looking to engage Hugh Bigend of XYZ Corp. Anybody know him or an influencer?” Employees might also volunteer information about target companies and people they know who work there.

Another use of the internal community is to solve customer support issues. I wrote a blog post on transforming the help desk, that talks about integrating social media into customer support processes. An issue could come in to the external problem-solving community and be taken care of there by customer service people. They could alternately turn to the internal community to elicit the help of other parts of the organization, such as product development, production, or marketing.

The internal community also offers a collaboration space where sales people can ask marketing for materials to curate to their customers and prospects or to jointly work on messaging based on what sales people find in the field. We’re under no illusions that just having a space like this will end the war between sales and marketing, because that’s the biggest transformation that we propose in the book, and one that requires a revamping of compensation for all parties involved in influencing sales.

A fourth use of the internal community is to keep everyone up to date with the latest in their industry, in social media or social selling, and in what people are saying about the company by contributing the results of social listening.

What tasks would the external, problem-solving community typically undertake?

SAP is a great example of using external communities to solve customer problems and also to enable customers to help find solutions. We use SAP as a key case study in the book because they’ve been doing this for 12 years. Here’s the case study from the book:

Infinite Pipeline CoverIn the B2B space, since 2003, SAP has pioneered using external communities to create and prototype new products with their Idea Place and SAP Research Prototypes communities. Their framework integrates their third-party social presence with their community presence.

A key to succeeding with Infinite Pipeline external problem-solving communities is to ensure that your goals for the community support your company’s goals. SAP’s strategic goals include:

  • Build and Harness Communities—of prospects, users, developers and partners
  • Amplify awareness and purchase consideration—to bring SAP into purchase consideration set
  • Enhance demand generation—by enhancing lead gen and nurturing programs
  • Accelerate adoption and end-user nurturing—via richer and proactive engagement of end-users
  • Extend market coverage—by enablement of developer & reseller partner community

As you can see, this is a mature strategy. SAP has laid out the following goals that support this strategy:

  • Awareness—evangelize SCN
  • Immediacy—real time
  • Reach—broaden audience
  • Engagement—connections
  • Reputation—social media leader
  • Conversion—to contributor, customer

SAP has successfully involved thousands of members from their customers in rich, problem-solving communities.

You can tell these guys have been working on this stuff for more than 10 years by the complexity of their vision. The communities have paid off, yielding:

• 2.4 million members from 200 countries in 2011

• 2,500+ Top Contributors in 2011

• 2 million topic threads and 7 million messages in 2011

• 100 SAP Mentors

• 7,180 ideas contributed, with 183 turning into actions
SAP gets results from their community, including 750+ SAP solutions sold and also lots of little victories for their customers:

• “Siemens resolves NetWeaver-related technical problems using SDN 50% faster than through other channels.” Richard Hirsch, Senior Portal/SAP NetWeaver® Consultant, Siemens

• “SAP EcoHub is an easy to use single source that will streamline the process for identifying trusted, relevant solutions that meet our business needs and work within our existing SAP installations.” Matt Stultz, Vice President, Global Information Technology, NewellRubbermaid

• “SCN offers SAP partners like us the opportunity to get connected with 2 million members of the SAP ecosystem, who live and breathe SAP, to exchange know how and to demonstrate our thought leadership. It’s a great way to connect directly with SAP customers, partners and SAP employees.” Ross Moris, Director of Alliance Sales, Sabrix

The idea of the external community is simple: Solve customer and prospects problems and they’ll naturally gravitate to your products. Don’t be salesy or you’ll scare them away.

Another great example of an external community is SPS Commerce’s Retail Universe. SPS does EDI and other electronic communications infrastructure that help companies communicate with their supply chain. They got the brilliant idea to set up a community where partners could find one another. So a big retailer could find someone to drop ship a special order from China, for example.

The only requirement to join this community is to sign up and be vetted by SPS. You don’t need to be a client or use their network. But naturally, it leads to sales for SPS because small suppliers or retailers who don’t have an EDI solution are naturally going to consider SPS. They do no selling on this community. It just solves problems.

This is only for B2B sales…what if a B2C company picked it up? Would they find it useful? Are there parts they could benefit from?

Most B2C companies have a B2B component. They generally have trading partners or suppliers or other type of purchasing that is B2B. So that’s a natural fit.

Beyond that, many of the concepts of the Infinite Pipeline can be adapted to work with consumers. A company may want to create an external community for their consumer customers. In the book, we recommend caution for any company wanting their own community. Just because you create it, doesn’t mean people will use it. You need to determine that your customers need a place online to communicate with each other and with you. In many cases, B2C companies will opt for public social media communities like LinkedIn, Twitter, and Facebook.


However, we have a case study in the upcoming executive edition of the book about GM that illustrates the change in mindset needed to have an effective external community.

If you haphazardly approach this task, you can spin your wheels without gain. No one will hear your message. And you might conclude, as some companies have, that social media doesn’t work.

That’s what General Motors concluded in May 2012 when they pulled their $10M a year ad budget from Facebook, initially indicating that their ads weren’t giving them the return they expected. But check GM’s Facebook posts even today. They’re mostly self-congratulatory, “Look at our new Chevy” types of posts. How likely are fans to engage with this old-style advertising approach?

They’re treating Facebook as just another channel for their advertising and marketing messages.

Don’t make the same mistake with your external Infinite Pipeline community. You’ll want to keep the salesy promotion to a minimum and tie your implementation ideas directly to your external social media goals.

GM is a great example of a company that we would call B2C, since the people who buy their cars are consumers. But in reality, GM sells to dealerships, which are businesses, and thus they’re really a B2B company.

It’s the same with food companies like General Mills. They sell to wholesalers, not you and me. Both companies, though, drive consumption via B2C media. We talk more about marketing with social media in our Be a Person book series.

Mike Ellsworth

Who should be reading The Infinite Pipeline?

This version of the book is targeted at sales people. We hope these sales people will pass the book along to their management, or recommend that their managers get the executive version, our next book, which is all about leading the social selling change.

Ultimately, the transformation of the sales force to using social selling techniques is inevitable. The value proposition is just too compelling. Here are some stats from the book:

i. In 2012, Aberdeen Research measured the effectiveness of social selling and found a 15 percent increase in team attainment of quota.

ii. LinkedIn reported a result from an IDC study that showed social media use actually increases with the seniority of the buyer— 84 percent of decision makers at the VP level or higher use social media when making a purchasing decision.

iii. LinkedIn research shows that 86 percent of buyers would engage with sales professionals if they provided insights or knowledge about the industry.

1. PayPal

a. Achieved almost 3000 percent ROI

b. Reduced sales cycles by 25 percent

c. Multiple threading allows access to several key contacts within a company

2. WeightWatchers

a. Achieved 100 percent ROI in one month

b. Tripled database of leads in the first six months

c. Response rate increased to 20 percent with improved conversion rate

3. Epicor

a. Achieved greater access to companies in their target market, 500-1000 employees

b. Enhanced credibility

c. Dramatic growth in networking

As we know, change is hard. And salesforces are an even harder sell for new methodologies. That’s why we predict it will take many years for the majority of salesforces to transform into social selling organizations. Infinite Pipeline lays out the roadmap for this change, but it will take commitment and investment for a company to complete the transformation.

So is this book of interest only to large companies?

We feel that the concepts in the book are useful for any size company. Smaller companies may not be able to execute all the strategies in the book—such as creating the communities. But any company with sales people can benefit from using the Infinite Pipeline Relationship Development process.

And that ends our interview

Social selling is a topic I expect we’ll all be hearing more of, probably too much of, in the years to come. Companies who do it right will not be “selling”, as much as networking, as suggested in The Infinite Pipeline. How many companies will follow this advice? Let’s not ask GM.

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SEO Fundamentals – Some things never change

Feb 02, 2015 - filed under SEO 10 Comments

The more things change, the more they remain the same. That is in large part true with SEO. Here are some fundamentals to grasp for long-term SEO success.

OK, everybody panic. Google just changed its algorithm again.

Just kidding.

But it is believable, because Google is constantly changing its algorithm, and websites wax and wane in the wake of the changes. Panic is often what you hear in chat rooms and mastermind groups and forums – wherever website owners and bloggers congregate.

SEO fundamentals remain the same

In such an atmosphere of anxiety and ambiguity, one might be tempted to assume that SEO (search engine optimization) techniques change vastly each year, perhaps even on a weekly basis. Well, they don’t. The fact is that there are some trends over time, but if you were doing good SEO in 2010, or even in 2005, very little is different in 2015. So much is still the same. Not much of what I wrote in my SEO FAQ back in 2010 would I change today.

Let us pause for a moment to reflect on this to the melody of Bob Seger.


Some things have changed, no doubt about it. But much remains the same, and that is the subject of this blog post.

Get into your target market’s head

The very first step when you set up a website and want to capture the leads that search engines might send you is to get inside your target market’s head. You want to figure out how they think at the moment when they are about to search. Here are some questions to ask yourself:

  • What words do they use? Would they tend to use “home” more, or “house”. Never mind what keyword research says nationally or even regionally, you should know your audience well enough to know what word they use most. If not, the best keyword research you can do is to get out of the office and meet some customers.
  • Are they more likely to search with plurals or singular? Again, you should know your customers. If you don’t, you can always test this using an A/B split test with Adwords.
  • What qualifiers might they use? Would they be more likely to search for “buy house” or for “house for sale”?

Don’t rely on keyword research for this. What the public does when searching matters less than why the rubber chicken crossed the road; the words your target market searches with is what really counts. This was true in 2005 and it was also true when I took the Tardis back to 2025.

What really matters in SEO

Do keyword research

OK, so I lied. What the public does matters. For instance, if you find that 80 percent of searchers in your city use the word “home” rather than the word “house”, there’s a pretty good chance that your target market does, too.

When you do keyword research, just be careful about the sample size. The more local the search and the more long-tail the keyword, the less reliable the data. As a rule of thumb, if you don’t have at least 100 results pointing the same way, it’s pretty sketchy data. Even if you have more, take it with a grain of salt.

Keyword research is good to give you a general idea of what to optimize for. It might not tell you for certain which is more popular, “homes” or “houses” if one gets searched only 15 percent more than the other, but it might tell you whether people are searching for “condos” or “property” at all.

Once again, keyword research has always been an important task to take with a grain of salt. That has not changed.  There are a couple good explanations of keyword research here and here.

Use the keywords

Now that you have your keywords – the terms you want to optimize for – you need to use them on your page. You need to include them in your title tag and your meta description tag and your H tags and in the body of your text, bolded if possible.

Nothing has changed.

Don’t overdo it. In 2005 we erroneously called it over-optimization. Now people don’t even talk about it; the keyword stuffing that got people amazing, but ephemeral, results in 2005 are now understood to be toxic.

Position still counts

The title tag is still the most valuable SEO spot on the page. H tags still come in second place and bold text is still a very important spot to include keywords. These are the words that jump out at readers, so these are the words the search engines value most to determine what your page is about.

As Nate Dame put it last year, “The search ranking factors that have stood the test of time are typically those that do, in fact, benefit real users, and we can only expect that those are the factors that will continue to deliver a return over the long haul.”

Over the years, the search engines have grown smarter, incorporating more signals today than in 2005 to determine the topic of the page, but the basics have not changed.

Above all, make sure there is some text on your page. Yes, some sites get by without any text, just images, but that is a huge ranking disadvantage. Text with keywords deftly weaved into the wording makes a big difference, just as it always has.

Write for visitors first

I remember back in 2005, and even to some degree in 2010, how many people in the SEO community failed to understand this very simple concept. If you stuff keywords all over the place and you do manage for a while to trick the search engines, you will win that pot of gold.

Yes, you will win the pot.

But somebody else will walk away with the gold that should have been in it. Stupid SEO wins the pot of gold; smart SEO wins the gold in the pot.  Which do you prefer?

SEO gold or just the pot?

What is the point of ranking at Number One if your stilted language turns off all those visitors that the search engines send your way? It’s fine if you want to collect a bunch of empty pots. Hey, who am I to question your goals? But if you want to win yourself some gold, you have to write for your visitors. That is something that has not changed. It was as true in 2005 as it is in 2015.

And you still want to make sure your keywords are there for psychological continuity. The visitor searched Google for “buzzing dog collar”, Google sent them to your website, so they subconsciously expect to see “buzzing dog collar” prominently displayed on the page. That’s how they intrinsically know they are in the right place, and are therefore more predisposed to buy from the moment they arrive. That basic psychology has not changed over the years.

Variety is the spice of SEO

If your page about “suitcases” never uses the singular “suitcase”, that is a dead give-away that you are purposefully trying to game the search engines. How could someone possibly have a page of text about suitcases that never mentions “suitcase” or “travel” or “baggage” or “bag” or “luggage”.

The importance of natural writing cannot be stressed enough. Write for the reader, and make sure you have variety, or else you will bore the reader – and Google doesn’t like to send people to boring web pages. Google wants to send people to useful pages. If there are 100 pages about “suitcases”, and and some mention “luggage” and “travel” while others don’t mention either of those words, which ones will Google think are most relevant to a search for “suitcases”?

Historically, most webmasters have not thought this way. It’s OK, I’ll wait while you think it through.

The search engines have become much more adept at playing the word association game, so that has changed to a great degree. And it is true that in the early days, variety was not needed to rank well. But by 2010, the Web was all abuzz about semantic search, as synonyms and plurals and variations had already become a significant aspect of good SEO.

Get top quality links

I must concede that in 2005 one could rank their website quite well by article blasting to hundreds of article directories and by massive link exchanges, even automated ones in many cases. That has changed; today that would be like feeding yourself untreated sewage for breakfast. But it only worked back then because so many competitors were also building crappy inbound links. Remember that SEO is a competitive sport.

If your website was getting regular links back then from USA Today and Harvard, you can be sure that competing websites getting links only from “links.html” pages and article directories were not ranking above you. Quantity might have counted for a lot back then, but quality did, too. Quality links count more now than ever.

Still the same

I still have Bob Seger’s tune playing in my head as I close off this article. Much has changed over the years, but most of the fundamentals are still the same.

By the way, one other thing that hasn’t changed since last century is the panic, as slide 34 in this deck will attest to.

There are surely many other things that have not changed since 2005, or have changed only to a small degree. However, these seven SEO basics remain the same. Ground yourself in these fundamentals, and I’ll see you still at the top of the SERPs when I land my Tardis in 2025.

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