Now it's an essential part of our content creation process. User experience has what’s known as a secondary impact on SERPs. That means that while UX is not one of the main factors on which search engines base rankings, it still plays a role in defining site relevance and authority. Search engines prioritize returning relevant, high-quality content based on the words used by people searching for information online.

Rich snippets can get up to a 30% increase in the number of people that click on your product from SERPs, according to Search Engine Land. Compare a 30% increase in organic clicks versus adding 30% more budget behind paid search ads—that’s a lot more clicks to your product page, for free. While creating rich snippets and schema certainly falls into the bucket of technical SEO, the end results can be worth the learning curve. When it comes to the customer journey in search engines, it’s important to understand how people move from not knowing what product they are looking for or want to confidently making the choice to purchase. Alt attributes are the text alternative to images used when a browser can’t properly render them. They’re also used for web accessibility, meaning if a person with impaired vision is looking at your blog they will be read the alt text.

As we’ve mentioned in the previous chapter, the title tag and meta description of a page is a good place to put your focus keyword. Many people are afraid of linking to other websites as they don’t want to “send their visitors away”. The truth is, linking to other quality resources can be good for you from an SEO point. By focusing on various search intent types you’ll be able to target various stages of the buyer’s journey. It would make no sense to create a separate post for each of them.

There's also a huge supporting community ready to offer help, advice, and guidance across the breadth of search marketing issues. The domain overview does much more than provide a summation of your competitors' SEO strategies. You can also detect specific keywords they've targeted as well as access the relative performance of your domains on both desktop and mobile devices. To discover the value of your keywords, you can buy a sample campaign from Google AdWords, which will allow you to test the traffic generated by your chosen keywords. Even for the best websites, maintaining a top organic SEO ranking also requires monitoring and content rework. The work at hand never slows — but neither does your competition.

A great way to plan and organize your topics is to use the so-called content hubs. You may notice that although the words differ, they are all about the same thing – creating a blog. But the query is much more commercial in nature and will for sure generate more revenue which is why Google is showing buying guides instead of Walmart product page.