Search Engine Optimization (SEO) has played a pivotal role in shaping the success of businesses online and we at StubGroup, a top premier Google partner digital advertising agency, want to provide advertisers with the tools and knowledge to be able to succeed in the developing industry.

We sat down with Michael Cottam, a distinguished consultant who specializes in technical Search Engine Optimization (SEO), to explore the remarkable changes and advancements that have taken place in his field over the years.

This blog post is the second of two installments centered around Michael’s insights, where we cover common questions and myths that surround SEO. Make sure to check out the first installment on our blog to get more helpful information on the history of SEO as well as the dos and don’ts of SEO advertising.

What is SGE (Search Generative Experience)?

Search Generator of Experience (SGE) is a new way Google presents search results, focusing on interactive, conversational responses. It streamlines certain queries into dynamic conversations, potentially reducing click-through rates to external websites, especially for informational queries.

E-commerce sites and businesses offering products may not be significantly affected, while publishers in consultative niches may remain unaffected since complex topics require in-depth discussions. Publishers should adapt by emphasizing high-value content and expertise in their SEO strategies to maintain relevance and authority in their fields.

Who will benefit from SGE (Search Generative Experience)?

The real SGE winners will be websites and publishers that genuinely establish themselves as experts and authorities in their niches. As Google improves its systems for recognizing expertise and authority (EAT), it is likely that these trusted sources will receive more traffic. This shift may reduce the dominance of pay-to-play strategies, potentially leveling the playing field for smaller players. The outcome depends on how effectively the EAT algorithm is integrated into both regular search results and SGE, which will shape the future of online competition and content relevance.

How does Google use context to rank your site?

Google uses context to rank websites by considering not only the presence of specific keywords but also the related terms and overall theme of a page. In our interview, Michael Cottam shared a personal SEO experience with a page optimized for “best time to visit Tahiti” that unexpectedly began ranking for “Tahiti weather.” Even though the page lacked the exact keyword, it contained related terms and contextually relevant content about weather conditions in Tahiti. This example highlights Google’s ability to understand the context of a page’s content and determine its relevance to certain queries.

While context matters, it’s important to maintain accurate and relevant page titles, avoiding misleading or clickbait titles. Google’s ranking algorithms have become more sophisticated, considering context and related terms in addition to specific keywords.

What are common SEO myths?

Here are some common SEO myths that Michael Cottam shared in our interview:

  1. Google Ads Impact on Organic Ranking: Contrary to popular belief, running Google Ads does not directly affect your organic rankings. While paid ads can boost click-through rates, it’s not a direct ranking factor.
  2. Negative SEO: Negative SEO involves building a large number of spammy or harmful backlinks to a competitor’s site to harm its rankings. While Google claims to handle such attempts, negative SEO can still impact a site’s ranking, though it might not lead to penalties.
  3. Google’s Implementation of Guidelines: Just because something is mentioned in Google’s Quality Rater Guidelines doesn’t mean it’s already implemented as a ranking factor. These guidelines provide insights into Google’s direction but don’t necessarily reflect its current capabilities.
  4. Impact of Outbound Links: Outbound links from your pages can influence rankings, especially if they link to high-quality, relevant content. Google may consider this as a user-centric signal.
  5. No-Follow Links: No-follow links, while not affecting page rank directly, can impact rankings indirectly through their role in social media mentions and user engagement signals.
  6. Domain Authority (DA): Domain Authority, often used to assess a site’s credibility, does not directly influence Google’s rankings. The correlation between DA and rankings arises from the redistribution of link juice within a site rather than Google’s evaluation of DA as a ranking factor.

What are the most important SEO metrics to track?

The most important SEO metrics to track, especially for small to medium-sized businesses, should be directly tied to business outcomes. Here are some key metrics to focus on:

  1. Conversion Rate: Ultimately, the success of your SEO efforts should be measured by conversions. Are visitors taking the desired actions, such as making purchases, filling out contact forms, or signing up for newsletters? Track your website’s conversion rate to assess the effectiveness of your SEO strategy.
  2. Traffic Quality: Not all traffic is equal. Analyze the source of your traffic to ensure it aligns with your target audience and goals. For local businesses, focus on traffic from your geographical area. Use UTM parameters to tag traffic from your Google Business Profile to measure its impact.
  3. Keyword Performance: While not the sole focus, keyword rankings can provide insights into how well your site is performing. Monitor which keywords are driving traffic and conversions. If you notice a drop in rankings for high-converting keywords, investigate further.
  4. Paid Campaigns and Social Media: Assess the performance of paid advertising campaigns and social media efforts. Examine click-through rates, ad spend, and conversions to determine the return on investment (ROI) for these channels.
  5. User Engagement: Look at user engagement metrics such as bounce rate, time on page, and pages per session. High bounce rates or short session durations may indicate issues with content or user experience.
  6. Content Performance: Evaluate the effectiveness of your content marketing efforts. Identify which pieces of content are driving organic traffic and conversions. Content that resonates with your audience and converts well is valuable.
  7. Return on Investment (ROI): Calculate the ROI of your SEO efforts by comparing the revenue generated from organic traffic to the cost of your SEO strategy. A positive ROI indicates that your investment is paying off.
  8. Local SEO Metrics: For businesses targeting local markets, pay close attention to local SEO metrics like Google My Business insights, local search rankings, and online reviews. Positive reviews and high visibility in local search results are crucial.
  9. Competitor Analysis: Keep an eye on your competitors. Monitor their rankings, strategies, and online presence. Understanding what they’re doing can help you identify opportunities and stay competitive.
  10. Mobile-Friendly Metrics: With the increasing use of mobile devices, ensure your website is mobile-friendly. Track mobile traffic, bounce rates, and conversions specifically to address any mobile usability issues.

How do SEO and PPC work together?

SEO and PPC can complement each other in several ways:

  1. Boosting Click-Through Rates (CTR): When you run PPC ads alongside your organic listings, it can increase the visibility of your brand on the search results page. This can lead to higher CTR, as users are more likely to click on a result they see multiple times. This is especially effective for competitive keywords.
  2. Keyword Research: PPC campaigns can provide valuable insights into which keywords are driving conversions and which ones are not. SEO teams can use this data to optimize their content and target the most effective keywords.
  3. Testing Keyword Viability: PPC campaigns allow you to test the performance of specific keywords quickly. Before committing to an extensive SEO strategy for certain keywords, you can run PPC ads to determine if they generate conversions. If they don’t, you may reconsider your SEO efforts.
  4. Shared Insights: SEO and PPC teams should share their keyword research and insights. They may discover new keyword opportunities or variations that the other team hasn’t considered. Collaboration can lead to a more comprehensive and effective search strategy.
  5. Content Strategy: PPC can inform your content strategy by highlighting which topics or products are most popular or profitable. SEO teams can then focus on creating high-quality, relevant content around these topics.
  6. Geographical Targeting: If you have a local business, PPC can help you target specific geographic areas. SEO teams can use this information to optimize local SEO efforts, ensuring that the business appears in local searches.
  7. Data Sharing: Both teams should share data on conversions, bounce rates, and other performance metrics. This collaboration can help identify areas for improvement and align strategies for better results.

In situations where intense competition makes it challenging to rank organically on page one, or when you want to test the viability of specific keywords, pairing PPC with SEO is a strategic approach. However, the decision to use one or both strategies should align with your specific business goals and budget constraints.

Want to contact Michael for help?

In conclusion, Michael Cottam, an expert in technical SEO, shared valuable insight to help businesses grow using search engine marketing. Michael is available to assist with various SEO projects, including small, niche engagements for those who are looking for his consulting services.

To contact Michael Cottam for his expertise, you can reach out to him via email or visit his website at michaelcottam.com. For PPC-related assistance, you can explore our website at stubgroup.com. We at StubGroup share Michael’s mission in helping businesses succeed in the world of search engine marketing.

If you missed it, make sure to check out our blog to find the first installment from our interview with Michael where we dive into the dos and don’ts of SEO advertising.

If you would like to listen to the full interview, you can watch the video below or visit our YouTube channel.