Dealer Owners: What is SEO and How Can You Harness Its Power to Increase Car Sales?

Search Engine Optimization (SEO) is a concept you may have heard your marketing team discuss or throw around. As a dealership owner, you have a lot on your plate, so it makes sense you may have left this for your marketing team to deal with. However, it is critical that you as well as your other functional departments understand its importance and how you can work with your marketing team to harness and utilize its power. Before we get into the actual steps of how to use SEO, let’s first discuss what it is and how it works.

What is SEO? According to Moz, SEO is “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.” In layman’s terms, SEO is the practice of making your website visible on search engines sites like Google for customers to visit. This action typically happens through the keywords you use on your website. For instance, a search engine like Google has virtual bots called crawlers that go out onto the internet to gather information on the various type of content.

The bots then bring all the data back to build a virtual index of all the topics on the internet. The index is then delivered through a code or algorithm that matches all the data with a customer’s search.

The Optimization component of SEO is what marketers have control over. Optimizing your website to be found on search engines can happen by using relevant keywords in your title tags meta descriptions, and content. Your usage of terms that relate to your car dealership can help you show up a lot sooner on search engines when customers are searching for you.

SEO’s Importance to Bringing in Sales

SEO rules can be applied to a lot of different search engines, but Google is the largest in this sphere, so their standards are the ones most marketers follow. To increase your rankings on search engines, Google advises you to:

  • Include contact information to establish credibility.
  • Routinely add new content.
  • Obtain inbound links.
  • Use header and alt tags.
  • Add relevant keywords throughout your web content and blogs.

These tactics not only tell Google you are an established dealership that should be included on search engines, but they also say the same things to consumers, making them more likely to visit your site and set in motion the purchasing process. The goal is to put yourself in front of as many customers as possible, and there is no better place to do this than creating your own real estate on the internet. Take a look at these stats from AutoTrader’s 2016 Car Buyer Journey Study:

  • Car buyers spend an average of 14 hours searching for vehicles during the purchasing process.
  • 78 percent of car buyers use third-party sites to research vehicles and 57 percent visit dealership sites.
  • 71 percent of car buyers are researching car prices online.

Customers are carrying out much of the car buying process online, and SEO can help you ensure your website is highly ranked for them to see it.

Who Needs to Know How This Works?

While your marketing team needs to know the technical ins and outs of how SEO works, it is vital that any department that has interactions with customers understand how SEO works. For example, the F&I department may contribute copy for the marketing team to use on the website.

However, this copy may not be optimized for search engine ranking. Are F&I staff paying attention to keywords that relate to F&I products? Is the content organized in a way that is easy for customers to read and digest? Do they use additional content like videos or photos to set themselves apart from other dealerships? You can apply these questions to many of the other functional departments within your business. When your marketing team receives website copy, it needs to help your site rank for specific keywords.

The Benefits of SEO for your Dealership

By tailoring your content to be SEO-friendly, you are not only making it easy for customers to find you, but you are also producing engaging and easy-to-read content:

  • Putting together short and concise blog posts that help your customers in their car buying efforts.
  • It will prompt you to encourage other sites to list your dealership to increase the amount of referral traffic you get.
  • It is more affordable to implement SEO practices then run paid ads. In turn, this will likely lead to a better ROI.
  • Your dealership is likely in a better position to perform against your competitors.
  • Your site will probably be easier to navigate.
  • You can increase your reputation among customers.

This is not an exhaustive list of the benefits of implementing SEO. Understanding how important it is for your online presence is essential. Your website is a critical piece of marketing, and if no one can see it, then it will be challenging to use it to push conversions. So, next time you hear your marketing team discussing SEO, take a moment to sit with them and tell them what you know. Ask if you can help contribute any content that will make it more personalized and attractive to your customers. Implementing SEO is not an overnight fix, but if you and your team keep with it, you may soon find yourself outranking the competition.


Sources: Go Fish Digital, Autotrader, Dealer Marketing Magazine, Titan Growth, Moz

Four Main Reasons Why SEO Is Here To Stay

Since the inception of SEO, it only seems like SEO is growing bigger and popular. Every business, small and big, experts and new internet users are running towards the latest SEO tricks. As Serpbook will tell you, SEO has a massive impact on how accessible your site is to search engines.

What makes SEO worth all the attention?

SEO values audiences

As a rule of thumb, customers are always right, isn’t it so? Your customers are the number one priority as a business, and as a website owner, audiences should be your priority. SEO best practices are angled to give the best value to people.

People want to find a significant value exchange for the time they spend online. People are looking for knowledge to consume and relationships to build on. They want to feel important, which is why audience engagement is a crucial part of SEO best practice.

Tactics that boost user experience like page speed, website design, web page navigability, readability, among others, are valued as SEO practices by experts and search engines. Google, for instance, is one of the search engines that has a high liking for websites with proper user experienced. What more could you want than to make your audience happy and rank for it? This is why SEO is not about to fade away and be forgotten.

Social media is all the craze

Social media is such a powerful digital marketing strategy that grew from a relational platform; every new internet user first uses the internet for social media. This way, it has become impossible to sideline the essence of optimisation to befit the social media audience. Many people are queuing on social media platforms to find information, which then redirects them to a website.

Since SEO involves the use of social media, it is unlikely that SEO will die any time soon. People need to be able to find you without strain, and site optimisation is the grounding factor to consider.

Domain authority and competitions

Websites are sprouting every day. Therefore, there is so much content to consume online. The problem is, there is a shared market that every website owner seeks to target. In your industry, several brands are offering solutions, even in your specific niche.

Your competitors are doing better than you because they have already embraced SEO, which could only mean that if you are not doing it, people might never get to know you. Building your domain authority online is just a headline story unless you in SEO, specifically, link-building.

Changing dynamics

Have you noticed that nothing is ever the same? Every year, technology changes. Developers are inventing newer ways of doing things, and the internet space is changing, not to mention the population growth. Today, the internet is not just for the young, which means there is virtually an audience for all types of products.

Since the world has gone digital, website owners need to figure out a way to remain relevant to their target audience, and because SEO is the route to follow, it can only grow more prominent.

Whether you embrace it or not, SEO is here to stay. The sooner you accept this, the quicker you step up your game to make an impact in your industry.

Search Engine Optimisation (SEO) Software Market Development, Market Trends, Key Driven Factors, Segmentation and Forecast To 2025 – Chronicle India

Report gives vital information related to the overall market and price forecast over a seven-year period, from 2018 to 2025. In this bit, the specialists have offered fundamental figures which relates to the production and consumption forecast for the major regions that the market is categorised into, production forecast by type, and consumption forecast by application.

Global Search Engine Optimisation (SEO) Software market is a growing market in Services sector at present years. The Search Engine Optimisation (SEO) Software has covered rapid development in the current and past years and is probably going to proceed with a continuing development in the upcoming years.”

Top Key Players of Search Engine Optimisation (SEO) Software Market: WordStream, Moz, SEO Book, LinkResearchTools, SpyFu, SEMrush, AWR Cloud, KWFinder.com, Searchmetrics Essentials, Ahrefs, Ahrefs, DeepCrawl, Majestic.

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Search Engine Optimisation (SEO) Software Market report exhibits the detail investigation of the parent market based on leading players, present, past and modern information which will fill in as a productive guide for all the Search Engine Optimisation (SEO) Software business contenders.

With thorough market segment in terms of different Countries, this report divides the market into a few key countries, with sales (consumption), revenue, market share, and growth rate of the market in these countries over the forecast period 2018-2025.

Geographical Segmentation of Search Engine Optimisation (SEO) Software Market: United States, EU, Japan, China, India, Southeast Asia.

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The Report features key market flow of division. Various definitions and classification of the industry, applications of the industry and chain structure are given. The present market situation and prospects of the sector also have been examined. Additionally, prime strategical activities in the market, which includes product developments, mergers and acquisitions, partnerships, etc., are discussed.

Some TOC points of Search Engine Optimisation (SEO) Software Market Report:

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HigherVisibility Releases E-Commerce SEO Guide

Digital Marketing company HigherVisibility releases a new guide to e-commerce SEO for businesses and entrepreneurs

MEMPHIS, Tenn. (PRWEB) August 16, 2018

HigherVisibility announced Thursday the release of a comprehensive e-commerce SEO guide to help businesses attract more customers and increase their online sales. In the article, Managing Partner Adam Heitzman describes the best practices for businesses to grow their e-commerce sales.

“Optimizing for e-commerce is extremely important because studies are showing us a change in user behavior,” Heitzman said. “When people look for goods online, they’re becoming much more likely to start with a Google search.”

Optimizing for e-commerce begins with many of the usual SEO staples: optimizing title tags, meta data, and choosing keywords that a business can realistically rank for. However, the guide also covers topics that will convert search traffic into customers. For example, schema markups increase clickthrough rates and proper page layout can retain customers throughout the buying process.

“We think it’s a crucial part of learning these sorts of strategies – seeing them in action,” Heitzman said. “That is why we’ve also included real world examples in our e-commerce guide, to show how successful companies have put these practices to work.”

HigherVisibility’s E-Commerce SEO Guide can be found on their blog.

About HigherVisibility:

HigherVisibility is a digital marketing agency based in Memphis, Tenn. that provides services in search engine optimization, pay-per-click advertising, and social media marketing to small businesses and Fortune 1000s alike. HigherVisibility was named Search Engine Land’s SEO Agency of the Year in 2017 and works with clients across the United States.

For the original version on PRWeb visit: https://www.prweb.com/releases/highervisibility_releases_e_commerce_seo_guide/prweb15697898.htm

11 Tools and Systems for Automation Marketing

Image credit: MichaelJayBerlin/Shutterstock

Automation can help your business focus on what matters.

There are always easier ways to gather or process information; people are regularly fine-tuning approaches or building better tools. This is particularly important for marketers who need a good view of how customers and clients are interacting with sites, emails and content, as well as to track leads and see conversions.

So what kind of automation systems are worth checking out? To help guide you in the right direction, 11 entrepreneurs from YEC weighed in on the best marketing tools and automation systems that can provide the greatest return. Here’s what they favor — and why:

1. Ahrefs

Ahrefs has been our reference to check how our content is performing. We use it to set a benchmark and track our progress. We can track keyword rankings, any content alerts, and any links that you are trying to disavow. The most helpful feature is keywords tracking and site explorer. We have seen a massive increase in our search engine optimization rankings and organic search. – Liam Martin, TimeDoctor.com

2. Buffer

I have been using Buffer to automate my social media posts for the last few years. I love how easy it is to post and schedule your content throughout the month. It recently introduced Instagram as an integration, and this has been a huge help in increasing engagement and sales for our clients. – Mauricio Cardenal, Roofing Marketing Pros

3. Customer.io

Customer.io has helped us automate our email marketing by allowing us to customize the lists and segments that our users join so that we can easily send them the content they want to see. Customer.io also allows us to track the activity in our app to filter users into the appropriate funnels based on what they clicked on in app. – Mark Krassner, Expectful

4. Hootsuite

When it comes to social media marketing, it can get tough to coordinate posts across so many channels due to the high volume of posts. However, Hootsuite allows you to construct and manage the timing of posts, all on one dashboard. Additionally, there are a few other features, including one allowing you to monitor your feed and followers. – Zohar Steinberg, token payments

5. InfusionSoft

InfusionSoft is a great tool for automating email marketing. The platform makes it easy to segment email lists so you are sending the right email to the right person. It helps you build a better funnel so you can create highly targeted and smart drip campaigns. – Jared Atchison, WPForms

6. Intercom

Adding live chat via Intercom to some of our products has been successful in closing the deal for customers on the fence. We have been able to automate some frequently asked questions to cut down on repetitive replies and have our customer service associates focus on the more specific questions. – Chris Christoff, MonsterInsights

7. Marketo

Marketo is probably one of the best out there. It offers automation on a variety of levels, personalization capabilities (which is key to any automation service), tools for budgeting and calendar functions. It can also help generate leads and analyze return on investment. – Andrew Schrage, Money Crashers Personal Finance

8. Pardot, integrated with Salesforce CRM

We created the ultimate sales and marketing automation tool by integrating Pardot with Salesforce CRM. Pardot automates the lead qualification process, making it easy to streamline a digital campaign creation. Through sales and marketing alignment, we are able to personalize relationships with clients and prospects through relevant strategies that include lead nurturing, drip campaigns and digital analytics. – Wesley Mathews, High Level Marketing LLC

9. PersistIQ

PersistIQ has allowed us to reach our prospects through cold email, send relevant information and schedule sales appointments for our team. This tool has allowed us to personalize each step and still automate to do this at scale. – Zachary Burkes, Predictable Profits

10. Sumo Integration With Klaviyo

We use Sumo to capture emails, and their integration with Klaviyo makes sending personalized messages very easy. Depending on what page and what location the email was captured, it goes to a different Klaviyo email flow and sends a different message. If the person replies, we’re able to address it with context, which helps increase the conversion. – Fan Bi, Menswear Reviewed

11. Tailwind App

Scott Gerber is the founder of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year and have created tens of thousands of jobs. Learn more at yec.co. Gerber is also a serial entrepreneur, regular TV commentator and author of the book Never Get a “Real” Job.

Does Our Fear of Marketing Mistakes Keep Us from Creative Risks?

History is littered with marketing mistakes. They marketed the Titanic as unsinkable, after all. And who could forget the most infamous of marketing missteps, New Coke?

Often, these mistakes arise from simple oversights or blind spots. Do you know the story of Pepsi’s expansion to China? Its slogan “Come alive with the Pepsi generation” was translated to mean “Pepsi brings your ancestors back from the grave.” (The lessons here: always transcreate, never literally translate, and do your cultural research!)

Yet with today’s unprecedented amounts of marketing data and access to predictive algorithms, there’s a growing need for precision even before we jump into the creative. We must show we’ve considered all aspects of our tactics from how it will be measured to how many leads it will generate to how much ROI it will deliver.

With the implementation of more scientific techniques, decisions become more calculated. Data has built a new era, which has business leaders taking the marketing discipline more seriously. But has this shift brought unintended consequences? Are we now too afraid to make marketing mistakes—to risk failure in pursuit of new horizons?

“I don’t believe there will ever be a time in modern marketing that you don’t want to take a risk,” says Buzz Carter, head of outreach at Bulldog Digital Media. “Taking risks is one of the pivotal parts of marketing. It allows marketers to actively test new strategies and learn what works and what doesn’t. This then allows you to take a subjective approach with your marketing campaigns.”

Carter says not every marketing campaign or project you work on will turn out how you expected, so the question you need to ask is whether or not the reward outweighs the risk.

“Risks are sometimes the best way to see if a positive outcome is possible,” he says. “But I have learned that when taking a risk, it is best to do some serious research beforehand. This will allow you to take a calculated risk.”

Risky Behavior Can Pay Off

A calculated risk means investigating the data and digital possibilities. Danielle Poleski, head of digital at Jigtalk, a dating start-up, says digital marketing has opened up the world to more products, companies, and even ideas. Therefore, finding what makes your product stand out is more important than ever. This is where risk-based creative ideas can pay off—if your business has the appetite.

This past summer, for example, the Jigtalk team took a risky approach to a marketing campaign. They positioned two street team members at the entrances of music festivals, handing out baggies with two small heart candies inside. The festivals got wind of the plan and warned the bags would be confiscated, but the target audience loved the approach.

“We sparked some cheeky Twitter conversation from the stunt,” says Poleski. “Despite its risk, it made us a brand this audience will not forget.”

You could argue, though, that Jigtalk took a calculated risk there. They knew their market, they knew their audience, and they knew they’d cause a stir. For marketers hesitant about exploring more unorthodox ways of reaching customers, the key is to make sure your actions still align with your brand’s objectives and overall business goals. In this case, not only did giving out candy hearts play on the idea of finding true love, but the choice to interact with people at these public venues also fit in with the dating site’s promise of helping people make unexpected connections.

“I’d say pairing face-to-face activations and social media is the best way for marketers to move beyond data-driven decisions,” she says. “Being data-driven in digital advertising and content is the only way to continuously know you’re going to get a better and better response every time. But when you put solid effort into face-to-face, you can recreate those audience relationships digitally. It’s a combination definitely worth investing [in], especially while establishing a new brand.”

Fear of Marketing Mistakes Shouldn’t Limit Creativity

Liam Solomon, marketing lead at LoveTheSales, says an appetite for risk is essential for modern marketing, but believes we need more creativity in our risk-taking.

“The pendulum has shifted far too much in the way of statistic- and data-driven marketing; the next wave of successful techniques will come from out-of-the-box thinking,” he says, using the example of his company’s early forays into content marketing and SEO.

“Even though we ran research and tested the content beforehand, there was no guarantees it would be a success,” Solomon says. “We learned the importance of managing expectations, and understanding that taking a risk means it is okay to fail. We went into the next piece of content with a much more rigorous creative process, where we really sought out the user benefit, and took our own bias out as much as possible before planning the content.”

For Solomon, digital risks are worth taking because they allow for more second chances. Real-world activations need precision because there are no take-backs; on social media, though, you have the option of hitting “refresh” when a post doesn’t perform quite the way you thought it would.

But while digital brings more freedom to test and learn, it still has its own risks to consider. Since social tools make it so quick to create and publish large quantities of new content, companies need to be extra diligent above reviewing each posting for errors and brand standards before it’s published to thousands, or potentially millions, of followers.

The Risk/Reward Analysis

“If there was no risk involved, I don’t think marketing would be worth doing,” says Oliver Roddy, business development manager at Catalyst Marketing. Speaking from the agency perspective, he says the risk appetite of his clients varies, but “it’s those who aren’t afraid that tend to get the best results.”

“One of the biggest risks any business has to get used to taking when it comes to marketing is stepping into the unknown and doing something different to everyone else in their industry, something that’s never been done before. World-renowned ad agency BBH London’s slogan is ‘When the world zigs, zag,’ and I think that’s as relevant a statement now as it’s ever been,” Roddy says.

“The risk is that you can put all the data, research, and knowledge you like into building your strategy, but the only way to find out if it floats is to push it out to sea. But that’s also the exciting bit, that’s the reason people’s juices get flowing when they start to talk about marketing and the possibilities it holds.”

He continues, “Data can only go so far. The only way to win hearts and minds is by resonating with the audience and by being empathetic about their dreams and visions. Data is incredibly important in working out what those might be, but it’s the message itself which will determine whether you win them over or not.”

Digital marketer Vlada Djidjeva takes a different tack: “There’s no extra money in the pocket for marketing experiments unless you have data,” she says. “Data is marketing’s religion, technology its prophet, and algorithms its commandments.

“Modern technology shapes every aspect of marketing, from programmatic, paid search, and social through to market research, content marketing, and managing brands. It’s given a completely new shape to the industry in the last 20 years or so.

“Given technological progress and the data era we live in, why would we as marketers want to go back to the old days and take marketing decisions without data? Would there be any point in doing so?”

Djidjeva may focus on the data, Roddy on the leap of faith, but on closer inspection, they have more in common than it appears. Every company these days is data-driven, and analytics play an essential part in truly understanding content performance. Therefore, the key is not ignoring the data in favor of pure human instinct, but leveraging those numbers to help us take those risks.

Djidjeva says it’s not a fear thing; it’s just a transition in the discipline. The way we approach risks as marketers has changed.

Confidence Drives Change

Humans are naturally risk-averse, and that’s what’s kept us alive, says Sarah Creevey, founder of Work Bubbles, a marketing coaching practice grounded in neuroscience. In the professional environment, there’s a lot at stake, from status and credibility to the next paycheck and our ability to support ourselves in the future.

“Our brains conduct a split-second cost/benefit analysis to decide if risks are worth taking or not; if the potential cost is greater than the potential benefit, we won’t take the risk,” Creevey says. In terms of modern marketing, that means the data feeds the risk decision. But are people less inclined to trust their gut the more data they have access to? Creevey says that is a danger.

“When we make decisions, the brain scans for information in the environment and our own experience to make a judgment on what to do. Where there isn’t enough information to be sure of the outcome, we rely on similar experiences we have had—a ‘best match,’ if you like.”

So when we make a decision based on what feels right, that’s our gut instinct. However, when we are faced with reams of data, it can be hard for our brains to know which is the most relevant so we can feel more compelled to go through it all in an attempt to rationalize our decision.

“I think because we are used to having information at the tip of our fingers, we feel like we need to know what every possible outcome is before making any decisions. This takes us away from our well-honed instincts, and we can tie ourselves up in knots,” says Creevey.

“When I coach people who are stuck in this kind of analysis paralysis, I try to help them get back in touch with their instinctive side by asking them questions like, ‘If you knew you couldn’t fail, whatever you did, what would you do?’ It sounds stupidly simple, but it helps people connect with their instincts and remember they can trust them too. There’s also a bit of a confidence boost as they remember they do know what they are doing!”

Creevey says at an organizational level, employers should create environments where their staff feel able to take risks—data-driven or instinct-driven. Debating ideas should be encouraged, along with a belief that mistakes are bound to happen and should be viewed as improvement opportunities.

Complacency is the enemy of creativity. We must feel empowered to take risks so that we can reach new heights and grow as marketers. It doesn’t matter whether those risks are calculated, based on data, or purely a gut instinct. Only by making mistakes and learning from them can we become better marketers.

How to recover from a negative SEO attack

Welcome to the next-to-the-last article in our six-part series on negative SEO. If you’ve been following along, you understand what negative SEO is. You’ve audited your situation to know whether or not you were hit, and you know how to reduce your likelihood of being a target in the future. You even know how to try and defend yourself from an ongoing negative SEO campaign. Now, it is time to clean up the mess.

This article is meant to serve as a companion piece to the previous articles in the series. As such, we will once again segment the recovery process into three main areas: links, content and user signals. The good news is that you can recover from attacks in any of those areas; the bad news is that, depending on what type of negative activity you’re attempting to recover from, it could be a lengthy process.

Inbound links

The first step is to build a disavow file of the most toxic links you have identified in your analysis of the attack. You can find more about how to structure the actual file here. While the article is informative, I believe, for psychological reasons, a bigger file looks better, so I recommend listing complete URLs rather than root domains.

Next, you’ll want to craft a reconsideration request if the negative SEO attack resulted in a manual action. Be honest and explain how you found out about the attack; provide any proof you can provide in terms of screen shots that show it was a third party placing these links and not you; and explain what you’ve done to try and clean up the situation, including disavowing.

Should you get resistance from Google denying your reconsideration requests, you’ll need to show multiple attempts to contact the webmasters hosting the “bad” links pointing to your web pages. In the proof submitted to these webmasters (which you will also submit to Google), explain that the links are hurting your reputation and you did not request them.

If the penalty you’ve been assessed is algorithmic in nature, you may simply need to wait until Google processes the disavow file and decides to fold the data back into its calculations. To speed things up, once you have disavowed the URLs, you may choose to accelerate Google’s crawl of those URLs. While there are multiple ways to do this, my favorite involves creating an RSS file with the undesired URLs and submitting the file to multiple RSS aggregation sites.

Negative SEO

Injected content and links

Before you read on, I encourage you to refer back to our article on proactive prevention, as the cleanup of most hacks involves updating security via patching your server and/or moving to a dedicated host.

Similarly, update your robots.txt to ensure you index only the sections of your site you want to be indexed. I also strongly recommend turning off comments if you don’t absolutely need comments on your site.

If you were hacked — which shows up as either a manual action in the form of a link penalty (see above) or a security issue — you’ll need to notify Google of your efforts to fix the hack. Thankfully, Google is responsive when it comes to resolving hacked site notifications and usually will reset the penalty flag.

Unfortunately, being labeled a hacked result means you’ll have more cleanup to do since it will have negatively impacted your user signals. Most sites hacked for search purposes also end up acting as parasitic landing pages for the hackers, so you will need to treat the situation as a link penalty issue as well.

User signals

Cleaning up user signal issues once an attack has stopped is a relatively easy process to conceptualize. To fix artificially poor click-through rates (CTRs) and bounce rates, you need to attract more clicks with a longer dwell time.

How do you do this?

  1. Consider running a contest on your social channels. Require entrants of the contest to perform some nominal actions like navigating to your site and filling out a form. This equates to a brand query in Google, followed by a click, then followed by a form completion.
  2. Go on a positive public relations campaign for something unrelated to the attack. Give to your favorite charities, announce a new product, promote an employee — anything positive you can offer influencers and local media who will help promote the cause. These efforts provide some positive value back to your site.
  3. Fix poor user signals and improve your site. Granted, this will take longer, but it will help improve your overall content and linking strategy.

No matter the specific type of attack used against a site, what I like to recommend post-cleanup is to push forward with an updated content marketing strategy. As you might recall from one of my earlier articles, which recommended making changes to your site to reduce attack vectors, the stronger and more authoritative a site is, the more difficult it is to damage it from a search perspective.

Then why deploy a new content marketing strategy at this point? A winning content marketing plan results in the creation of value-added content which is designed to build a brand and attract users and links. A post-cleanup content marketing strategy will also mitigate risk from future attacks by improving a site’s inbound link profile, indexable content and user signals.

A negative SEO content strategy method

Here is the process we use at Digital Heretix (my company) to mitigate risk and our recovery process.

  • Identify the top three to 10  competitors for your website. We’ll call this group of sites, (including your own) “competitors.”
  • Pull ranking data to determine which search phrases your competitors rank for.
  • Pull your competitors’ search phrases and calculate value from a PPC perspective using Google Ads tools to determine potential user worth.
  • Look at the backlinks for each page of your competitor’s site that ranks in the top 100 in Google.
  • Group the competitor’s keywords and phrases logically, so you can create your own authoritative content comprised of the same/similar phrases.
  • Rank the content development priorities by determining the highest value keywords/phrases and lowest competition. Use data from Google Ads to help determine keyword value. Even if you don’t participate in pay-per-click (PPC) campaigns, you can benefit from PPC data, as it allows you to determine the highest commercial value of a phrase.

After conducting competitive research and performing your analytics, if you determine some content on your site is out of date or not converting, you can update the link references to a better page and modify the content to satisfy your content initiative.  You can also consolidate all content from the non-converting pages to a single authoritative page and permanently 301 redirect the non-converting pages to a new, authoritative page.

If you feel you have content that’s not worth saving, and there are no inbound links to it, use a 410 error code to show the page has been permanently closed and remove all internal navigation.

One last scenario to consider: If the content on your site is relevant and the topics are being used by your competitors, expand the content on your site. Set up a content calendar for the creation of new content assets and stick to a publishing schedule.

If this strategy seems too laborious or confusing, you can skip all of the aforementioned steps by using Keywordjuicer.com.  It is the only tool I’m aware of that automates the entire negative SEO content strategy method outlined in this section.

Content cannot live in a vacuum; acquiring links and social mentions are needed to promote and give credibility to content.

In our next and final installment of the Negative SEO series, we’ll look into the future of negative SEO and what you might expect to encounter with Google’s ever-evolving algorithms.


Did you miss the first four installments? Here they are:

Part 1: What negative SEO is and is not
Part 2: How to determine if you’ve been hit by negative SEO
Part 3: How to be proactive and prevent a negative SEO campaign
Part 4: How to defend yourself against an ongoing negative SEO campaign


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.