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Episode 568 SEO With Warren Laine Naida SEO and Performance

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Show Summary

This podcast features on Warren Laine-Naida focusing on Search Engine Optimization (SEO) and its connection to website performance. The hosts emphasize that modern SEO extends beyond simple keywords and page speed, highlighting the crucial role of a mobile-first approach, structured data (schema markup), and a positive user experience (UX). The discussion also touches on the increasing importance of conversions as the ultimate metric of success, advocating for clear calls to action and streamlined processes. Finally, the source briefly addresses the rising significance of AI-powered search and the need for content optimized for this new landscape, along with the impact of off-page SEO like social media shares.

Show Notes

This month, Warren dives deeper into how website performance impacts SEO, moving beyond just the CMS and initial setup. He emphasizes that while foundational elements are crucial, user experience (UX), mobile optimization, structured data, and ultimately, conversions, are increasingly vital for discoverability and success.

Key Takeaways:

  • SEO is Evolving Beyond Keywords: The landscape of SEO is shifting. It’s no longer just about keywords and platforms. Understanding zero-click search, social commerce, and the diminishing role of the initial website visit for discovery are paramount. Websites are primarily for conversions, not necessarily initial discovery.
  • Performance is More Than Page Speed: While page speed (and Core Web Vitals) is important, a holistic view of website performance for SEO includes:
  • Mobile-friendliness (or mobile agnosticism)
  • Accessibility
  • Engagement signals
  • Structured data
  • Conversions

Key Performance Factors for SEO:

  • Mobile Experience:
  • Google has been mobile-first indexing for a long time.
  • Slow mobile speed impacts bounce rate.
  • Poor button placement and confusing scrolling (e.g., horizontal scrolling on mobile) negatively affect engagement and send bad user signals.
  • Prioritize tap targets and ensure content is optimized for mobile user tasks.
  • A good mobile experience leads to positive shares and improved findability.
  • Structured Data (Schema Markup):
  • Often overlooked, structured data is a “silent SEO booster.”
  • It helps search engines like Google and Bing understand content type, ratings, availability, FAQs, breadcrumbs, and more.
  • While content can rank without it, structured data enables rich results, enhances visibility, increases click-through rates (CTR), and aids in voice search and AI compatibility.
  • Action: Regularly check your structured data (even if using plugins like Yoast or Rank Math) to ensure it’s complete and optimized.
  • User Experience (UX):
  • UX is crucial, potentially even a ranking signal (Google’s “not-so-secret ranking factor”).
  • Web pages should satisfy user search intent and clearly present information.
  • “UX killers” to avoid include pop-ups, poor content hierarchy, confusing navigation, and unclear calls to action.
  • A strong UX leads to lower bounce rates, higher engagement time, and ultimately, more conversions.
  • Google likely rewards sites that deliver what users want, boosting rankings.
  • Conversions (The Performance That Matters):
  • SEO is not just about traffic; it’s about action.
  • If visitors aren’t converting, SEO becomes a vanity metric. Sales and tangible results are what count.
  • Conversion roadblocks include confusing forms, lack of trust signals, and overly long processes.
  • Aim for short funnels and clear pathways to conversion.
  • Ensure content matches user intent to send positive signals to Google and Bing (e.g., users staying on-site and completing tasks).
  • AI-Powered Search & Generative AI:
  • Organic clicks are declining (30-40% down).
  • Visibility in AI search is critical. This requires:
  • Chunked content
  • Summarized answers
  • Contextual linking
  • High-quality UX copy
  • If your site isn’t performing well for AI agents, you risk losing visibility in conversational search, which accounts for a significant portion of queries.

Monthly SEO Audit Checklist:

Warren recommends making these questions part of your regular monthly audit:

  1. Is your website truly mobile-friendly? (Beyond just responsive design, is the mobile experience easy and enjoyable for users to complete tasks?)
  2. Are you effectively using schema markup (structured data)? (Have you reviewed and optimized what’s visible and missing?)
  3. Is the user journey clear on your website? (Is it clear why users are there, and can they easily fulfill tasks?)
  4. Are people taking action and converting on your site? (What are users doing, and is it beneficial for SEO?)
  • Bonus: Happy users are more likely to share their experience on social media, leading to more qualified visits (off-page SEO).

Final Thought:

Your website must serve, convert, and communicate. While rankings are nice, a functional website that genuinely helps people is more valuable.

Connect with Warren:

  • Twitter/X: @WarrenLNaida
  • Google him!

What’s your biggest takeaway from this discussion on website performance and SEO? Share your thoughts!

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