Drawing from my experience working with various SaaS companies as the CMO of an HR Tech brand, I’ve observed the over-reliance on SEO tools by many marketers. While these tools are useful, they are not as invaluable as some might believe. Often, their data is based on estimations, which can be misleading. For example, a page might show 200 monthly visitors on Ahrefs, yet Google Search Console reveals it’s pulling in over 5,000 visitors.
The Misleading Allure of SEO Tools for Websites
SEO tools like Ahrefs and SEMrush are staples in digital marketing, providing a plethora of data, insights, and metrics that help shape SEO strategies. However, placing too much trust in these tools can be misleading. These tools often provide data based on best-guess estimations, which can be inaccurate. For instance, Ahrefs might show a page getting 200 visitors a month, while Google Search Console shows it actually attracts over 5,000 visitors.
This discrepancy highlights a significant issue: SEO tools for websites are not foolproof. Many marketers spend excessive time analyzing data from these tools, which can detract from more strategic activities. While these tools have their place, they shouldn’t be the foundation of your SEO decisions.
The Long-Tail Keyword Advantage
It’s well-known that 70% of keywords are long-tail. Yet, SEO tools for websites like Ahrefs and SEMrush often fall short in providing accurate data on these keywords. They tend to highlight short and medium-tail keywords—the popular, high-competition ones. As a result, the market becomes saturated with competition over a smaller portion of keywords.
The smartest companies do the opposite. They focus on long-tail keywords that others overlook but have a high conversion intent. These keywords might only get a few searches per month but can result in 50-500 visits per month when factored into multiple keyword rankings. Importantly, these keywords are often at the bottom of the funnel, leading to high conversion rates.
The Power of Customer Conversations
Our best results in organic search have come from strategies rooted in customer conversations. By using Google auto-suggest, related searches, and targeting low or zero-volume keywords, we’ve discovered terms that might seem insignificant in SEO tools for websites but end up being incredibly valuable. This approach helps us connect with the right people at the right stage of their buyer journey and address their needs.
For instance, a simple conversation with a customer might reveal a specific pain point or question they frequently have. This insight can be turned into a highly targeted blog post or landing page optimized for a low-volume keyword. These keywords might not appear important in traditional SEO tools, but they attract highly qualified traffic ready to convert.
SEO at Scale: Navigating the Complexities
Scaling SEO efforts is no small feat. There are many moving parts and processes. From keyword research and content creation to link building and technical SEO, the complexities require a well-coordinated team and strategy.
In my experience, having the right people and partnerships is crucial. Finding the right digital agency can be the difference between succeeding and failing at your SEO strategy. I have worked with several agencies in the past—some good, many bad. The key is to find an agency that understands your business, shares your vision, and has a proven track record of delivering results.
Choosing the Right Agency
When selecting an SEO agency, look beyond flashy presentations and impressive client lists. Ask for case studies and references. Find an agency that takes the time to understand your business and its unique challenges. A good agency will be transparent about their strategies and methodologies and will provide regular, detailed reports on their progress.
Moreover, the best agencies will focus on long-term growth rather than short-term wins. They will prioritize sustainable SEO practices that build your brand’s authority and drive consistent traffic and conversions over time.
The Human Element in SEO
SEO isn’t just about algorithms and data; it’s about understanding human behavior and meeting people’s needs. This human-centric approach involves creating valuable content that addresses real questions and concerns, building genuine relationships with your audience, and continually adapting to the ever-changing digital landscape.
By focusing on customer conversations, leveraging the power of long-tail keywords, and partnering with the right agencies, you can unlock the full potential of your SEO strategy. This approach will not only improve your search rankings but also drive meaningful engagement and conversions.
Embracing the Lesser-Known Tactics
There are several lesser-known SEO tactics that can be game-changers for your business. For example, leveraging user-generated content can significantly boost your SEO efforts. Encouraging your customers to leave reviews, share testimonials, and participate in forums can generate fresh, relevant content for your site. This not only improves your SEO but also builds trust and credibility with your audience.
Another effective tactic is optimizing for local SEO. Even if your business operates globally, focusing on local SEO can help you capture a specific, highly targeted audience. This involves optimizing your Google My Business profile, getting listed in local directories, and generating local backlinks.
Final Thoughts
SEO is a complex, multifaceted discipline that requires a strategic, informed approach. While SEO tools for websites like Ahrefs and SEMrush are valuable, they shouldn’t be the cornerstone of your strategy. By focusing on customer conversations, targeting long-tail keywords, and partnering with the right agencies, you can create an SEO strategy that drives real results.
Remember, SEO is not just about ranking for keywords; it’s about understanding your audience and meeting their needs at every stage of their journey.
Embrace the lesser-known SEO tactics, invest in the right partnerships, and keep the human element at the heart of your strategy. This approach will help you not only rank higher but also convert visitors into loyal customers, driving long-term success for your business.
