SEO - Making it Work Without Breaking the Bank

The world of SEO tools can feel like a never-ending game of whack-a-mole, with features changing and prices skyrocketing faster than you can say "keyword research."? (Been there, done that with the Ahrefs pricing fiasco!)

For over two decades, I was in the trenches as an SEO freelancer.? Trust me, I've seen it all: full tool suites that cost more than a decent office space, feast-or-famine client cycles leaving you with a cabinet full of unused subscriptions, and the constant scramble to be resourceful during those lean times.

But here's the thing: you don't need all the bells and whistles to get your website ranking and attract clients.? Some of the most powerful tools are completely free.

Your Biggest Ally: Search Console

Think of Search Console as your SEO BFF (I'm really hanging with the kids using terms like BFF).? This free tool from Google is a goldmine of information.? Stuck for content ideas?? Use regular expressions to identify questions people are searching for where your site falls short.? This lets you create targeted content that feeds directly into your social media AND SEO content strategy.? Need a backlink profile analysis?? Search Console has your back, along with valuable insights into your website's internal linking structure. The more you use search console, the more it will support you. Your first step should be to master search console.

And then there is GTmetrix – once free, and within the last two years now ￡4 a month – but this would provide me with a full breakdown of how a website was performing in minute detail, I would cross-reference with Google's Pagespeed (FREE) and lo and behold – a technical SEO strategy is born.

The Bottom Line

Sure, fancy tools offer convenience and extra data points.? But for those of us starting out or keeping our costs lean, there's a wealth of free resources available.? By being resourceful and learning to leverage data effectively, you can achieve impressive SEO results without breaking the bank.? Now go forth and conquer the search engine rankings!

Martin

Digital News That Matters This Week

Google Just Made Your Life Easier: Streamlined Shipping & Returns in Search Console

Google has just introduced a new feature in Search Console that takes the hassle out of managing shipping and return policies. This is a game-changer, especially for smaller businesses, and here's why:

·????? Customers these days prioritise clear information about shipping costs, delivery times, and return policies before they buy. This new tool lets you easily showcase this information directly in Search Console, eliminating the need for complex coding.? Think of it as a one-stop shop for managing this vital customer information.

·????? Previously, setting up clear shipping and return details might have required technical expertise or expensive development work. This often puts smaller businesses at a disadvantage.? Now, with Google's user-friendly interface, everyone has a fair shot at presenting this crucial information to potential customers.

·????? By clearly displaying your shipping and return policies, you can increase the appeal of your products in search results.? Imagine your shop standing out with "Free Shipping" or "Easy Returns" displayed right next to your product listing. This can grab attention, build trust with potential buyers, and ultimately lead to more sales.

Reference - https://developers.google.com/search/blog/2024/07/configure-shipping-and-returns-search-console

Google AI Overviews: A Drastic Decline in Visibility

There's been a significant drop in Google AI Overviews, those AI-driven summaries that appear at the top of search results.

What you need to know -

·????? AI Overviews now appear in less than 7% of searches, a dramatic decrease from their initial peak of 84%. This decline began in mid-April and continued throughout May and June.

·????? The decline isn't uniform across all categories. Education, entertainment, and e-commerce queries are seeing significantly fewer AI Overviews compared to other areas.

·????? Queries that focus on finding the "best" option, understanding concepts ("what is"), or learning practical skills ("how to") are more likely to trigger AI Overviews. On the other hand, comparisons ("vs"), brand-specific searches, and general product queries are less likely to see them.

·????? User-generated content platforms like Reddit, Inc. and Quora have seen a dramatic drop in citations within AI Overviews. This suggests Google is prioritising reliable sources for this feature.

·????? Features like product comparison tables, product viewers, and carousels are appearing significantly less often within AI Overviews. This could be due to Google aiming for a cleaner and less cluttered presentation.

The decline of AI Overviews is significant for SEOs, publishers, and content creators.? While some feared this feature would make it harder for websites to get organic traffic, its reduced visibility offers a temporary reprieve. However, Google remains committed to AI-powered search experiences, so staying informed about future developments is crucial.

For further reading check out BrightEdge’s ongoing reporting of AI Overviews - https://www.brightedge.com/ai-overviews

Amazon Expands Advertising Offering: New Lead Generation Opportunities for Non-Selling Businesses

Amazon has just unveiled a significant development in its advertising offerings. The retail giant is now extending its beta program, allowing businesses that don't sell on their platform to leverage Amazon's expansive network for lead generation through targeted display ads.

Key benefits of this program include:

·????? Capture potential customers across high-traffic Amazon properties like the homepage, product detail pages, Twitch, IMDb, PRIME and even third-party websites.

·????? This program fosters a more level playing field. Businesses of all sizes can now compete for customer attention alongside established brands, utilising the power of Amazon's advertising tools.

·????? Previously, Amazon's advertising platform was solely accessible to sellers on their marketplace. This innovative beta program presents a unique opportunity for businesses to capitalise on Amazon's extensive audience reach and valuable data insights to generate leads, all without establishing a direct sales presence on the platform.

Though currently in beta, this program has the potential to significantly impact the digital advertising landscape. ?This move signals Amazon’s push to compete more aggressively in the broader digital advertising space, beyond its e-commerce platform.??

Back Next Week

If you have any news or tips related to digital marketing and technology, I would be interested in hearing from you.

As the digital landscape evolves, so will our content. Be sure to catch the next issue of "3 Minute Thrive" coming your way soon. We'll be bringing you more concise and impactful insights to help you navigate the ever-changing world of digital business. Stay informed, stay connected.