Tips for optimizing clients.

Tips for optimizing clients: -

• Keywords are all and end-all of SEO.
• If the client's sites contain enough keywords, it will drive consistent traffic.
• Google has spent years focusing on behavioural analytics instead of keywords.

Increase in behavioural analytics:

• Google has changed its goals to understand search intent and prioritize personalized SEO.
• RankBrain helps Google better understand search intent.
• It analyzes complex, long-tail queries and links to other search query encountered.
• When a person clicks on a particular link, RankBrain estimates various criteria such as 'bounce rate' or 'time spent on the page' to find out how satisfied they are with the results of the interaction.
• BERT analyzes both keywords and surrounding words.
• It helps to understand the context behind these words so that it can provide more accurate, more valuable SERPs to the searchers.
• Google's update shows its continued commitment to switching from keyword-based SEO.
• Explains that companies looking to rise to the top of SERPs should adopt the E.A.T approach (expertise, authority and credibility) in favour of keywords.
• With the release of Hummingbird, the general keyword optimization began to decline.
• Here are three tips to get you started when using Google's push for behavioural analysis.

Focus on ROI, not traffic:

• When it comes to modern SEO, traffic is no longer the gold standard.
• Traffic may feel good to clients but it can often be a vanity metric.
• The ultimate goal is to attract visitors who value the business rather than attracting tons of non-converting visitors.
• Focusing on ROI means focusing on behavioural analysis to ensure that the 'right' type of traffic is being attracted.
• Use behavioural analytics data that provides insights into online user behaviour.
• Start by examining what high-value visitors are looking for and return it to the content you produce to move forward.
• By focusing on ROI, one can improve on high-value SEO strategies.

Replace keyword research with first-party data:

• Keywords play an invaluable role in demonstrating subject matter expertise and in building timely authority.
• Keywords should not be the primary tool for attracting high-quality, valuable traffic.
• This is where the data that clients have in relation to their visitors come into play.
• It lifts the lid on visitors, what they are looking for and how they interact with the site.
• The client may receive a large number of calls from opportunities to want to know more about retainers: how much they cost, whether to get them before or after the braces, how they should look after them and so on.
• By analyzing and identifying a huge gap in the client's current content strategy.
• They attract more traffic, increase SERPs and win more clients.
• Call tracking tools (such as CallRail) allow you to automatically analyze call transcripts in a few clicks.
• Conversation intelligence influences AI to transcribe calls, but call highlights convey important rules specified by the caller that may be valuable to the business.

Prioritize retention:

• It costs five times as much to get a new customer as it does to retain one.
• It is important for clients to invest in creating content after purchase.
• Not only do they power up, it also greatly increases their retention rates.
• The most successful companies focus more on retaining existing customers than attracting new ones.
• The key to retaining customers on a scale lies in an unexpected place: calls.
• Tools like CallRail can instantly record and analyze thousands of calls, using AI-based tools to quickly capture complex insights.
• It shows clients what their customers are struggling with, what they are looking for and ultimately how to retain them in the long run.
• The effects are intense.
• Clients attract more traffic as a large number of existing customers return to their site to find answers to their post-acquisition questions. 
• Reduce inbound calls to agents so that they can dedicate their energy to other customers.
• Most importantly, clients change their retention rates, which leads to a better bottom line.
• Google's recent changes may take some time to get used to, but do not waste time. 
• CallRail's new guide outlines the precise steps that agency marketers can take to advance their clients' SERPs. 
• It provides a roadmap on how to improve a client's SEO strategy, ensuring that they can only meet the intent of their searchers, but retain customers for a long time after the first change.
• Most importantly, it demonstrates how clients can rotate the switch: 
• Focusing on satisfying opportunities and customer search intent rather than just trying to satisfy Google.