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How I Will Use SEO to Get You More Sales at Lower Cost

David H. Boggs, MS David H. Boggs, MS At the most basic level, SEO is the art and science of enabling Google and other search engines to crawl and index the pages of your website, understand what your website is about, navigate to the content most relevant to each user query, convert users to leads, turn leads into buyers, and deliver an excellent user experience.

If were to ask Google how search works, you would learn that:

Google's mission is to organize the world's information and make it universally accessible and useful...When a user enters a query, our machines search the index for matching pages and return the results we believe are the highest quality and most relevant to the user's query.”

Note that Helping you sell stuff is not part of Google's mission. Read on!

Grow Your Business with Google FREE Guide:
Grow Your Business with Google: The Definitive Guide to Choosing the Best Google Search Agency for Your Business

My New FREE Guide explains in plain English how Google Ads and SEO work, why you need to work with a professional agency, and how to find the best Google Search agency by evaluating their Qualifications, Experience, Business Culture, Measurement & Reporting, Campaign Strategy & Management, and Pricing & Communication.

Google AdvertisingGoogle makes its money - $307.39 BILLION in 2023 - by selling advertising to businesses that want a lot of people to see their ads. Google gets advertisers' ads in front of a lot of consumers by being the world's #1 search engine. It has that position because it delivers the best answers to the questions that users ask most.

Here's a breakdown of the types and numbers of queries Google users are making:

  1. Informational Queries, where the user's intent is to find the answer to a question or a specific piece of information, account for 80.6% of all queries.
  2. Navigational Queries, where the user's intent is to find a specific brand, website or URL, account for 10.2% of all queries.
  3. Transactional Queries, where the user's intent is to find a source for a specific item which they intend to buy, account for only 9.2% of all queries.

Buying OnlineAs a business owner, your goal is to make sales, not maximize website traffic. And a basic rule of sales is that you want to attract people who are ready, willing and able to buy - not "tire kickers".

But because fewer than 10% of Google queries are made by people who are looking to buy something, SEO done the traditional way - competing for #1 rankings on popular keywords - could be bringing you 90%+ non-converting traffic from users who have no intent to buy.

And there are other reasons why “conventional” SEO doesn't produce sales:

  • Optimizing a website or page for a single keyword phrase reduces traffic from other queries that could more easily be converted to sales.
  • It's difficult to anticipate the words people might use in a query to search for what you're selling, because they may call your product or service by a name that's different from the name you use, or search on the name of a problem instead of on the name of your solution.
  • Web copy that draws lots of search-engine traffic by pleasing search engines isn't the persuasive, sales-oriented copy you need to convert users to paying customers.
  • Google and other search engines are constantly changing their ranking algorithms, so you need to keep changing web copy to try to maintain rank - but good sales copy is perpetual.

On top of that, there's the issue of competition.

Keyword CompetitivenessCost of a Google Ads click is a good metric for competitiveness of keywords. In the table to the left, see how although "seo experts" and "seo analytics" both are getting around 4,000 searches a month, more competition on "seo experts" makes a click on that cost nearly 3X that of a click on "seo analytics". Reason for this is almost certainly that users looking for "seo experts" convert to SEO buyers at around 3X the rate of users looking for "seo analytics."

It's no coincidence that the keywords with the most competition are the ones that most strongly signal purchase intent.

And trying to optimize your website for a popular and potentially very valuable keyword on which you have no hope of appearing on Google page 1 is a waste of time and money.

For businesses without unlimited advertising budgets - like me, maybe you - the key strategy is to attract queries that are (1) more specific to your business so have less competition and (2) signal purchase intent, so your traffic comes from people looking to buy what you're selling.

I can help you with that.

Using our proprietary SEO for Sales System SM we will work with you to create an SEO plan that best fits your business and advertising budget.

We'll discover the key user questions for which to optimize your web pages to answer in order to:

  • Attract users with intent to purchase what you're selling
  • Be competitive in your key markets
  • Create persuasive propositions and web content that sell
  • Deliver new customers and more sales at lower cost, by not attracting casually curious or no-budget users
  • Minimize the negative effects of ranking algorithm changes by Google and other search engines

And we will use our business experience, engineering knowledge, 100% “white hat” advanced technical skills and all proven search engine optimization best practices to analyze, test, upgrade, and fine-tune your website to make it more easily spidered, indexed and comprehended by Google while also providing a better user experience. We will NOT use “black hat” techniques that could get your website penalized by Google.

 Ready to start making more money now? Most Google Search Marketing campaigns need an investment of a few hundred to a few thousand dollars a month, unconditionally guaranteed to satisfy you. Go here to tell me a bit about your business objectives and Get a Quote!

More About Why I Should Be Doing Your SEO

  1. Most SEO companies and individual practitioners will make promises of unrealistically high rankings of your pages on very competitive keywords, using “insider knowledge” they claim to have about how Google works. Nobody outside Google has that knowledge. These people will take your money and run. Go here to find out why you should not buy SEO or Google Ads or any other Search Marketing service on price or because someone has promised to get you page one rankings in Google. Because cheap SEO has big hidden costs, and anyone guaranteeing Google Page One rankings is either a fool or a crook.
  2. I offer real-world, professional services at fair prices, with a Risk-Free 30-Day Trial and an Unconditional Money-Back Guarantee. I do not, cannot - because no one can - guarantee Google Page One rankings, but rather to get to know you and your business and increase traffic and conversions on your website purely by “White Hat” techniques that comply with all of Google's policies and guidelines.
  3. Hiring your own staff to do SEO is expensive. Even if you're able to hire capable people - not necessarily a given - by bringing SEO in-house you immediately begin to incur training and overhead expenses.
  4. SEO is harder than it looks. Doing SEO well requires specialized knowledge, skills and tools. I have an engineering master's degree and am a certified Google advertising pro. I will bring to your firm - without requiring a long-term commitment or adding to your overhead - a rare combination of expertise and experience at both the technical and sales aspects of online marketing.
  5. SEO is always evolving. Just keeping up 100% with the effects of Google's ranking algorithm changes is a big job (I would know), and there are technical and regulatory changes constantly ongoing that impact SEO as well.
  6. SEO takes a lot of time. Your time is better - and more profitably - spent doing what you do best: running your business. Leave SEO to me.
  7. Measurement and reporting of results is a key part of SEO. I know what key performance indicators determine the impact of SEO on your business goals, and will report those to you regularly.

 Ready to start making more money now? Most Google Search Marketing campaigns need an investment of a few hundred to a few thousand dollars a month, unconditionally guaranteed to satisfy you. Go here to tell me a bit about your business objectives and Get a Quote!

Why SEO?

Technical SEO

The very most fundamental purpose of any business's website is to attract traffic that converts.

For organic search traffic - traffic that doesn't come from paid ads, and makes up 53% of all website traffic - SEO is what makes that happen.

And your pages need to be optimized for the search engine most used by your best potential customers. That's Google. Because 86% of all web browsing sessions worldwide begin with a Google search.

Optimizing your web pages for Google organic search takes work on two fronts:

  1. Technical SEO that makes pages crawlable and indexable for Google, while providing a good user experience for consumers, and
  2. Quality content that answers users' questions, generates leads, acquires customers and drives sales.

The technical component of SEO contributes to enhanced website performance and better user experience by making pages:

Faster loading, easier to navigate and more usable, for better user experience

Mobile-friendly, because under Google's policy of mobile-first indexing, the version of a website's content seen by the smartphone Googlebot crawler is used for indexing.

More easily understood and more accurately indexed against queries by Google’s BERT, MUM and other algorithms

Unique as to content, to avoid competition among pages that results in subpar performance for all

Up to date, by redirecting the URLs of retired pages to current alternatives and avoiding 404 (Not Found) errors

Safe for users, through use of TLS (Transport Layer Security) or SSL (Secure Socket Layer) - protocols for encrypting internet traffic and verifying server identity

The business component of SEO contributes to enhanced website performance and better user experience by:

When your website is enhanced for SEO, it will:

Differentiate Yourself from the Competition

Differentiate you from your competition - because if you're unable to do that, your business will fail.

Create an emotional connection with your customers - because if you're unable to do that, your business will fail.

Increase your return on advertising spend, since an SEO campaign involves no media buy, only our modest agency fee

Produce more prequalified website traffic from people who are using Google organic search to look for products or services like yours

Used in conjunction with , increase the number of links to your website on a Google search return page, producing more website exposure to potential customers and enhancing the legitimacy of your brand

Reach your entire customer base with website pages optimized for each of your target demographics and for each level of your conversion funnel from introductory content to create awareness for new prospects to conversion-directed content for those ready to buy

Produce higher-quality leads with which you can begin to engage for future business

Convert lookers to buyers at a much greater rate and lower cost than outbound strategies like cold-calling or e-mail blasting

Give you powerful insights and hard data about your target demographics

Keep prospects on your website longer, viewing more content, maximizing lead-gathering and selling opportunities

Improve the experience users get from your website, getting you repeat visits

Create and increase awareness, authority and trust for your brand, through its enhanced visibility in search


Get a Professional Google SEO AuditSEO Audit: I will analyze your website and provide a comprehensive report with specific, actionable recommendations for website changes that will get more converting traffic, acquire new customers, generate higher-quality leads, make more and bigger sales, and enhance the legitimacy and reputation of your brand. Go here for more information about my SEO Audits.

An incomplete list of issues that technical SEO can fix includes:

Issues Technical SEO can fix
  • Failed Google Core Web Vitals assessments
  • Broken links and 404 errors
  • Excessive HTTP requests
  • Uncompressed HTML
  • HTML errors
  • Slow-loading image, audio and video files
  • Duplicate content
  • Unindexed pages
  • Orphan pages
  • Non-critical CSS and Javascript files that slow down page rendering
  • Duplicate titles and meta description tags that cause competition between pages
  • Unused stylesheet code that slows page loading
  • Missing Google Analytics tracking code
  • White space and HTML comments that slow page loading
  • Images that could delay loading until after critical resources have been rendered
  • Static assets not cached
  • Page titles and meta descriptions too long or too short
  • Pages blocked by robots.txt file
  • Use of Flash
  • Mobile unfriendliness: too-small text, clickable elements too close together
  • No custom 404 error page
  • Illusion of completeness leaving critical content unread

An example of the results that an SEO audit and on-page improvements can produce:

Results of Technical SEO and On-page Improvements

Google PageSpeed Insights Mobile Analysis of our site
following Technical SEO analysis and on-page improvements


 Ready to start making more money now? Most Google Search Marketing campaigns need an investment of a few hundred to a few thousand dollars a month, unconditionally guaranteed to satisfy you. Go here to tell me a bit about your business objectives and Get a Quote!

Some of My Blog Posts About SEO

Page Experience RankingGoogle Page Experience Ranking now applies to desktop as well as mobile
That means: You must have passing scores on Core Web Vitals, HTTPS not HTTP, no intrusive interstitials.

Google MUM
Google MUM has the potential to be a game-changer in search and SEO

MUM is multilingual (75 languages) and multi-modal (both text and images) and has 1000X the question-answering power of BERT.

Content Quality
To assess content quality, Google doesn't just look at text [VIDEO]

John Mueller: "[I]t's not the case that we would look at just purely the text...we really want to look at the website overall."

Fast Pages Convert
New research finds a one-second reduction in page load time lifts conversion 5.7% on mobile, 3.3% on desktop

58% of bounces are from pages that take longer than 4 seconds to load.

Search Console Insights
Google introduces Search Console Insights (BETA)

New tool is intended to help content creators and publishers understand what resonates with their audiences.

New Structured Data Tool
More comprehensive markup validator to replace Google Structured Data Testing Tool

The new validator is intended to be a ‘general-purpose’ tool you can use to debug many more structured data types than those supported by Google.

Content Above the Fold
Google wants to see at least some content ‘above the fold’

“A part of your page should be visible when a user goes there - not just images, and without scrolling.”

Search Console Performance Report
How to use the Google Search Console Performance Report

If you're managing a website, you need to be using Google Search Console reports.

Questions About SEO Answered

Q: Is Google still the only Search Engine that matters when it comes to SEO?

A: Yes. With 90+% share of all searches in both North America and Europe, and with its ranking algorithm changing on a daily basis, Google is the only search engine worth spending time optimizing for. And as a by-product, any optimization done for Google also works well for any other general search engine.

Q: Can Google ban a website from ever showing on their search engine?

A: Yes. Most famously, in 2006 Google banned BMW Deutschland for cloaking. The site showed Google a keyword-stuffed page of text, while showing users photo car ads.

Q: Is Google search engine still upgrading?

A: Yes, on a daily, hourly or minute-by-minute basis.

Q: Does Google penalize sites that use more than one H1 tag per page for SEO?

A: No - but if you have multiple H1's the fix is easy, why take chances?

Q: How does Google determine a website has new content and thereby update search results?

A: You can influence this by referring in your robots.txt file to an XML sitemap in which you have specified an update frequency (daily, weekly, etc.) telling Google how often your site changes. Absent that, google will by trial and error establish a re-crawl frequency for your site. What Google finds on the latest crawl replaces earlier data. Search results will reflect the most recent crawl, but not necessarily instantaneously.

Q: What do you do if your content doesn't get crawled regularly by Google?

A: Start with the basics: create an XML sitemap that specifies your change frequency, link to the sitemap from your robots.txt file, take ownership of your site in Search Console and submit your sitemap for crawling.

Q: Does Google index mobile versions of a website in addition to standard format websites?

A: Short answer is “yes” but there's more to it than that. Currently, Google's primary crawler for indexing is the smartphone version of the Googlebot user agent. Since 1 July 2019, NEW sites are crawled ONLY with the smartphone user agent. Older sites that don't index easily using the smartphone version of Googlebot may continue to be crawled for some period of time with the desktop Googlebot. But the handwriting is on the wall: your site needs to be smartphone-Googlebot-friendly - right now.

Q: To effectively track my website with Google analytics, do I have to add their script on every pages that I create or can I just leave it on the index page only?

A: GA code must be on every page on which you want GA data. A relatively easy way to accomplish that is to find some piece of HTML code that appears consistently in the HEAD section of every page and use an HTML editor with search/replace function to replace globally that existing line of code with [the same line of code] + [your GA code].

Q: Would submitting my websites to directories help Google ranking?

A: Being listed in high-quality directories should help get you valuable traffic. Best bets are usually directories of local businesses, and industry-specific directories. Worst bets are directories that will list anyone in the world for money, or for reciprocal links. Example: A company calling itself “The Ultimate Directory Submission Service” (search for it on Google) will list you on “the top 491 free directories” for $0.20 a pop. Don't waste you time and money on deals like that.

Q: If I'm someone who wants to rank his blogs at will, will it be possible for me to achieve that if I know all 250 or more factors that Google search codes are about?

A: Along with knowing what all the ranking factors are, you'd have to be able to CONTROL them unilaterally from your end in order to rank your blogs “at will” - and that's going to be difficult because of (1) off-page factors that you can't control (like the actions of competitors) and (2) Google's ongoing (secret) tweaks to their ranking algorithm.

Q: How do you make your Google mobile search results more clickable?

A: Run Google's Mobile Friendliness Test on your home page. Google will tell you what needs fixing and how to do it. Implement all the recommendations and when Google is happy with your home page, repeat for your other important pages. Repeat until you get all the clicks you want.

Q: How do I get more visitors from Google for free to my local business website?

A: Create the best possible Google Business Profile, and keep it updated. Google is constantly adding features to its products, and GBP is no exception. Post photos. Encourage customers to leave reviews. Make sure your map pin is located correctly. Monitor GBP insights and improve your listing accordingly. On your website, cover all the SEO basics: TITLE and Description tags, no broken links, mobile friendliness, fast page loading. Doing all those things will, over time, attract high-quality links, which Google likes. Don't buy or exchange links, which Google DOESN'T like.

Q: Is there any public information available on how Google's algorithms work?

A: Speculation yes, “information” no - at least none that I would trust.

Q: How does Google generate the short descriptions below searches?

A: Usually from the META Description tag in the code at the head of the page.
Example:  If a site has a META Description tag like ‘Expert digital tourism advertising and marketing | Boston and Maine - customized research based campaigns’
Google will likely use part or all of ‘Expert digital tourism advertising and marketing | Boston and Maine - customized research based campaigns’ in the SERP. If the page has no META Description tag (bad idea) or one that Google doesn't think is descriptive of the content, Google will pick/choose from available content - maybe the H1 tag or something in B tags.

Q: How many times does Google Spider need to visit a new page before it decides to rank it in the results?

A: Remember there's a distinction between indexing and ranking. The Googlebot is a dumb creature, just finds what's there and reports back. Ranking happens on a search-by-search basis. An unindexed page won't ever appear in a Google SERP, but the fact of indexing doesn't guarantee anything in the way of ranking.

Q: In the Google Search Console, what is the difference between an error and valid with warnings for schema markup? Also, does a warning prevent the content from being indexed?

A: Basic difference is that a structured-data warning should affect neither indexing nor ranking - not necessarily true of errors.

Q: Does Google consider no-follow links for search rankings?

A: Google has stopped ignoring nofollow links altogether, and now considers “nofollow” to be a clue as to the value of the link. Also Google now encourages the addition of “sponsored” or “ugc” attributes to nofollow links to make it easier for AI to understand the reason for the nofollow. Short answer: sometimes (maybe).

Q: Can you trust someone who claims the ability to predict Google ranking algorithms?

A: No, absolutely not. Anyone with the ability to do that would have too much money to be spending time trying to sell you SEO or whatever.

Q: Have the recent Google updates put sites that sell links out of business or are there still naive people who purchase them?

A: Unfortunately, Google has been slack in penalizing the use of paid backlinks. By doing a Google search on “buy links” you can see that the link-selling industry continues to be alive and well. Right now from that search, on Page 1 I'm seeing 7 paid Google Ads selling links along with a full slate of organic listings.

Q: What is Google optimization?

A: If your question is of a general nature - like “how do I optimize for Google search”: you begin by studying Google's policies and recommendations - all fully laid out in great detail at Google - then learn to use the various Google tools like Keyword Planner, PageSpeed Insights and Lighthouse. Create and test your website using those tools, follow all Google's recommendations for improvement. Repeat until you have the customers, leads and sales you want. Or, alternatively, hire a Google search pro to do the optimizing - faster immediately, and cheaper in the long run.

Q: Which backlinks do more harm than good to a website's search engine rankings?

A: Backlinks you pay for. Backlinks with reciprocal linking. Links from sites with content unrelated to yours.

Q: There are some pages that I have deleted from my website, but are still showing up in Google search. What will be better for seo, remove the page or redirect the page?

A: A 301 (permanent) redirect will be instant-on and will prevent links from Google and whoever else may be linking to that page from going to 404 "File Not Found" page (always a bad user experience). Then at your leisure you can find any existing links from external sites and ask webmasters to switch to a relevant existing URL.

Q: What is the least expensive Google keyword?

A: The least expensive keywords are those that never match a search query.

Q: Do SEO companies really help? Is it worth it?

A: SEO done well helps most businesses that are selling something for which people search online (and there are few exceptions to that today). But not all SEO companies are created equal. Avoid any that promise specific results like “page 1 of Google in 30 days” etc. - if you get an offer like that, ask ’page 1 on what keywords?” and be prepared for waffling. Extensive experience and specialization in your industry or a related group of industries are both useful qualifications for a company doing SEO. Also, to do SEO well requires a certain minimum threshold of up-front spend that's pretty much independent of the size of the client's business. So the minimum investment in effective SEO for a 3-room B&B might be about the same as that for a 100-room hotel, so may be out of reach for the smaller business. Google Ads is a useful alternative in that situation.

Q: What can SEO services do that WordPress plugins like Yoast can't?

A: Yoast is OK for basic on-page optimization but it doesn't know what's going on in your competitive space. And anyone doing SEO professionally will find that out, track, and adjust optimization accordingly.

Q: What do we need to set up Google Analytics on our site?

A: You need a Google account from which to create a Google Analytics tag, FTP (or otherwise) access to the website so you can download/upload HTML files, an HTML editor or other means to put the GA tags onto the pages.

Q: Should we look beyond Google for our SEO strategy and optimize for other search engines?

A: I once for several months tried optimizing for Bing alongside optimizations for Google, and found (1) it was a distraction, Google was enough to deal with without Bing, and (2) pages optimized for Google performed, on average, as well or better than those optimized for Bing. So once again, I optimize for Google only - which after all has 90%+ search share across the Western world vs. around 3% for Bing.

Search Engine Optimization (SEO) - Resources

Google Webmaster Central Blog
Updates on crawling, indexing and ranking - direct from Google

Search Engine Journal
SEO news, analysis, insights and guides

Search Engine Land
SEO tips, tactics, and strategies from industry experts

Actionable SEO advice for higher rankings and more traffic

SEM Post
New Google features being tested, and comprehensive analyses of algorithm updates

 Ready to start making more money now? Most Google Search Engine Optimization campaigns need an investment of a few hundred to a few thousand dollars a month, unconditionally guaranteed to satisfy you. Go here to tell me a bit about your business objectives and Get a Quote!


Contact me:

 David H. Boggs, MS
SEO for Sales System SM
Boothbay Harbor, Maine
Boston, Massachusetts

Copyright © 2024 David H. Boggs, MS | All Rights Reserved

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