Wordpress SEO Expert

Improve your Google ranking with Peter Mahoney, 20+ years SEO & Wordpress experience

Outreach for backlinks – how to get quality links that Google will love

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I’m thinking of redirecting my Virtual Assistant work to other tasks as the generic LinkedIn work I instructed them to is not really fruitful.
Part of an admittedly AI suggested strategy is to redirect her work to include outreach for back links. Is this an advisable strategy and do you have a recommended approach/template for her to use as part of this process?

That’s been something I’ve recommended a few times myself. 🙂

“Outreach” needs to be quite specific though. It’s not buying links, or paying for them (there are a very, very few exceptions to this). It really is about contacting people you probably already know. For a start, anyway.

It’s about getting in touch with clients, suppliers (which applies to you less than other people given the nature of your business – but for a lot of people suppliers are more likely than anyone else to give them links, simply because of the nature of the supplier/purchaser relationship) and just really leveraging your real world networks to ask for links. Sometimes it might behoove you to offer those reciprocally too.

Those very few exceptions I mentioned above is for things like payment in kind. Perhaps in exchange for a link from a well known client of yours you offer them a discount on their next service. That sort of thing.

Links generated through real world interactions have value. Automated processes don’t. You’d think Google wouldn’t be able to tell the difference but they can – it’s not a technical difference it’s a relational one. And one thing big tech is excellent at (think Facebook and other social platforms) is working out the nature of relationships.

I don’t have a generic template to share with you on this – simply because this interpersonal (inter-business) type of relational question isn’t really well served by generic emails or questions. But I can work on something with you that would help with your specific need.

Peter Mahoney
SEO Specialist of waaay-too-many years

How do we fix 404 errors after a site move or migration?

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Hi Peter,
We migrated from Visualsoft to Woocommerce approx. 10 days ago and are experiencing 404 errors. Please see a couple of examples below –

https://furnituredirect.co.uk/contact-us-i3

https://furnituredirect.co.uk/hollywood-station-pro-white-p578

How do we quickly resolve this?

Many thanks.

Thanks for contacting me.

I assume what happened was in the move, the structure of your old URLs wasn’t duplicated on the new site.

When I look at those URLs you’ve sent through, and compare them to the new examples – there doesn’t seem to be some simple rule that could be written to resolve that.

What I mean by that is sometimes if a company changes systems, it’s as simple as the old URL looking like:
https://furnituredirect.co.uk/shop/hollywood-station-pro-white/

and the new one:
https://furnituredirect.co.uk/product/hollywood-station-pro-white/

in which case it’s easy enough to write a rules that says:
/shop/

has changed to:
/product/

But your site looks much more complex – every old URL has seemingly random characters and numbers at the end of it (which is probably some internal Visualsoft ID).

The correct approach is to make sure all the old URLs have proper 301 redirects in place to forward them to the new URL. In your case I think that would be a matter of manually mapping each one. Creating a spreadsheet of all the old URLs (which you’d need to either glean from an old sitemap file, or perhaps searching for your domain in Google and copying/pasting all the old URLs they’re showing) in one column, with the equivalent new URL next to it.

Then that could be used to create the forwarding rules.

The quick way is to install a plugin to forward all 404s to the homepage. The downside is you’d lose much of the SEO authority the site had previously I’m afraid.

With any site move, ideally this would be a major part of the migration plan ahead of time. Doing it after the fact is always a bit stressful, and less than ideal from an SEO standpoint too.

I hope that helps – and sorry there’s no perfect quick fix!

 

Peter Mahoney
WordPress SEO Expert

Why does SEMRush show my ranking change so much?

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Hello Peter, I have noticed on SEMrush that keywords do yoyo quite a bit. Any thoughts? Why do my search engine results rankings seem to jump around so much?

SEMrush is an ok system – but far from perfect.

Those 3rd party systems will show you a variety of different results – but it’s down to how they’re able to work from a technical perspective rather than anything really indicative of your own ranking position.

Think about how search engines personalise results. Different people see different results based on their search history, location, all kinds of variables.

One big issue was if you searched for the same thing a lot from the same IP address you might end up seeing your own site totally skewed. I would see mine too low (because I would often search for myself and never then click on the link) but some people see theirs too high too high (think about people that work in organisations who search for their own company site to find it).

These third party systems like SEMrush fell foul of that too. They had a few servers they used for all their searching, and ended up with very personalised results. Which were inaccurate.

Their attempt to resolve that issue is only mildly better – they now have lots of servers with lots of IP addresses, but in different locations, countries, and with a really varied search history.

So they are still wildly affected by personalisation.

I get all my data directly from Google Search Console and Bing Webmaster Tools – which are the official stats packages those search engines offer. They give me an average ranking; so if 500 people found you in different positions through the month, it cuts through personalisation to show the most useful stat representing your rank.

Peter Mahoney
WordPress SEO Expert

Feedback on another SEO company’s proposal

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I’m looking at a local firm for my digital marketing and would like your feedback on their proposal.

The company we met proposed £900 per month for a full package including paid advertising on google/ socials and SEO.

SEO Analysis

The current domain authority score of your website stands at 9 out of 100. Given the fact that your site has only secured 7 backlinks, this is a respectable figure. It’s clear that no prior search engine optimization efforts have been made on the site, presenting us with a blank canvas to start our work. This means there’s no need to undo any previous SEO mishaps. At present, your site is listed for 27 distinct keywords within the UK market, the specifics of which are included in the attachment to this email. Currently, the keyword foundation is quite minimal.

Our strategy should encompass a dual approach of link building and content generation. These foundational SEO practices do not require extraordinary measures. Your website exudes a high-end, luxurious appeal, though it lacks substantial textual content. Enhancing the blog and integrating more content throughout the site will significantly contribute to improving your D/A rating and achieving organic rankings for your chosen keywords.

Paid Advertising Insights

Google Ads allows for precision in selecting search terms to appear on the first page, leveraging our existing data on effective terms, optimal times, and target demographics.

Social Media Advertising requires more targeted efforts, focusing on individuals who have expressed interest in similar products, even if they have not specifically searched for yours. We advise directing users to a Meta-generated form upon ad click, facilitating direct communication.

Advertising Budgets

We suggest a minimum budget of £500 for Google Ads and £300 for social media to begin.

Our Agency Services

We offer a comprehensive package that includes SEO efforts, such as content and blog creation and link building, alongside management of Google Ads and Social Media Ads, for a monthly fee of £900 plus VAT.

There’s a couple of red flags in that proposal.

900 quid a month is a lot. And I guarantee that almost all of that will go towards PPC, which has a very low ROI.

They also mentioned something about getting you first page listings through PPC. That’s a bit of a bait and switch – hearing ‘first page’ sounds exciting but of course they’re just buying that, there’s nothing clever or sustaining about it (like there is with proper SEO). Also all kinds of studies have demonstrated people are a lot less likely to click on ads they see in search compared to organic results–which is precisely why Google keeps experimenting with ad placement, style, etc.

In my experience (which is longstanding, it predates even Google and certainly their PPC system) people selling PPC and SEO are usually just focussing on PPC. It requires the lowest amount of work from them (and therefore easy income) and looks like it gives quick results (“Look! You’re on page one!”) even though that’s not really what’s going on, nor is it providing the most useful visitors.

Your crew here may be different. There are definitely exceptions, and also some really awesome people out there.

I would suggest this as a measure. SEO grows over time and builds upon itself, but PPC doesn’t – it’s just one click costs x – so in that regard any return you get should be immediate.  Ask them to give you access to the PPC account, so you can see the monthly spend. If you didn’t make more than that spend in that month from revenue sourced through ads–it’s not worth it.

I know they say they’ll do SEO too – and I do hope that’s the case. But a red flag there is that they seem to put a real focus on link building…again, ask to see the list of links they made in a month. Because most people focusing on link building as a primary strategy are just clicking a few buttons and auto-generating (through inexpensive software) low quality links that will hurt in the long term. And it takes them about 30 seconds a month to action that.

I guess all I’m saying is…be careful out there. 🙂

The Critical Role of Digital Marketing and SEO during Economic Downturns

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As businesses grapple with the challenges of economic recessions and difficult financial times, the importance of maintaining a robust digital marketing strategy, particularly in the realm of Search Engine Optimization (SEO), becomes ever more critical.

The COVID-19 pandemic was a stark reminder of our increasing reliance on digital platforms for discovering products and services.

This shift in consumer behavior underscores the necessity for businesses to prioritize their digital presence, ensuring they remain visible and competitive in an increasingly crowded online marketplace.

During times of economic uncertainty, companies often scrutinize their budgets, looking for areas to cut costs. However, reducing investment in digital marketing, and SEO in particular, can be a short-sighted decision that jeopardizes long-term success. Organic search remains one of the most cost-effective and powerful digital marketing strategies, offering unparalleled opportunities for businesses to reach potential customers without the need for paid advertising.

The benefits of a well-optimized website extend beyond immediate visibility. SEO enhances user experience, making it easier for customers to find the information they need and interact with your brand. This improved engagement not only boosts your site’s ranking in search engine results pages (SERPs) but also fosters trust and loyalty among your target audience. In a recession, where every customer’s decision is more deliberate, being the top choice in organic search results can make all the difference.

Furthermore, SEO is a long-term strategy. The efforts you put in today will continue to yield results months and even years down the line. Unlike paid advertising campaigns that stop the moment funding is pulled, SEO builds a foundation for sustained organic growth. This resilience is particularly valuable in uncertain times, providing businesses with a steady stream of potential customers even when budgets are tight.

Investing in digital marketing and SEO during a recession is not just about surviving; it’s about positioning your business for growth when the economy rebounds. History has shown that companies that continue to market aggressively during downturns often outperform their peers once the economy recovers. The digital landscape is no exception. Maintaining or even increasing your SEO efforts can give you a significant advantage over competitors who cut back, allowing you to capture a larger share of the market as conditions improve.

As the world becomes increasingly digital, with more people than ever turning to the internet to find products and services, the value of a strong online presence cannot be overstated. SEO is at the heart of this presence, helping businesses connect with their audience at the moment they’re searching for solutions.

To help businesses navigate these challenging times and strengthen their digital footprint, I offer a comprehensive WordPress SEO overhaul service. This service is designed to optimize every aspect of your website, from improving site speed and mobile responsiveness to crafting keyword-rich content that resonates with both search engines and customers. By investing in a thorough SEO overhaul, businesses can enhance their online visibility, attract more organic traffic, and build a solid foundation for growth, regardless of the economic climate.

In conclusion, while economic downturns present undeniable challenges, they also offer unique opportunities for businesses willing to invest in their digital future. SEO, with its unmatched ability to connect businesses with their target audience organically, should be at the forefront of this effort. By prioritizing SEO, even in tough times, businesses can not only weather the storm but emerge stronger on the other side. For those ready to take their digital marketing to the next level, my complete WordPress SEO overhaul service offers the perfect solution to ensure your business remains visible, viable, and competitive, no matter what the economic landscape looks like.

Visit here to learn more and get started on fortifying your digital presence today.

 

SEO backlinks, what is Reverse Outreach linking?

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Backlinks are SEO gold, but only if they’re legitimate. Essentially, all off-site SEO boils down to creating backlinks. Directory listings, local citations, they’re all much the same when it comes to it.

When I say legitimate, I mean someone genuinely appreciates your site and has a valid reason to link to it. Nearly any attempt to manipulate your link profile goes against Google’s guidelines, and they’re pretty adept at catching those who try, and dish out penalties accordingly.

Here is one simple (albeit time consuming) technique I have long recommended for building organic, useful links.

And Google loves this one, because it’s not just a nonsense URL in a profile or some other low status link – it’s authoritative content that adds to the usefulness of the web.

I’ve been recommending it for twelve years (it’s in my e-book people get when they start working with me) but has now become recognised widely enough it has it’s own proper name in the industry: reverse outreach.

It’s based around targeting journals and articles on high profile sites.

When a story appears in the mainstream press that relates to your industry, quickly write a post about it. Then find the story on news outlet’s websites (The Guardian, The Telegraph, etc.) and post in the comments section something similar to:

You know, I’m an expert in this industry, and have shared my thoughts here…

Then add a link back to your post.

The impact is twofold: an immediate boost in site visitors who see you as a field authority and a new relevant backlink from a major site.

Beyond instant gains, this strategy improves your page’s visibility when a similar story surfaces in the future, increasing the likelihood of your site being the go-to source for more information.

It’s a proven, enduring technique, valued by Google for its authenticity and contribution to the web’s usefulness.

 

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