The Future of SEO: What Works in 2025?

By HPL DigitalDigital Marketing, SEO

The Future of SEO: What Works in 2025?

SEO in 2025 isn’t what it used to be. Are you keeping up?

Search engine optimisation (SEO) has always been a moving target. As search engines evolve, so must our strategies to ensure visibility and engagement.

In 2025, businesses that fail to adapt risk being left behind. So, what does SEO look like now, and what should marketers focus on?

1. AI and Search Intent Dominate

Artificial intelligence (AI) is more sophisticated than ever, refining how search engines understand user intent.

Google’s AI-driven algorithms, like MUM (Multitask Unified Model), now process complex queries with greater nuance, considering context, language, and even emotions.

In 2025, content must align closely with search intent rather than relying solely on keywords. Marketers must craft content that answers questions directly and provides genuine value.

2. Voice and Visual Search Surge

Voice search continues its rise, with smart assistants like Google Assistant and Siri handling a significant percentage of search queries.

Meanwhile, visual search – where users upload images instead of typing – is more widespread, with Google Lens and Pinterest leading the way.

Businesses must optimise for natural language queries and include structured data to make images more discoverable.

3. The Importance of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)

Google’s EEAT (formerly EAT) guidelines have expanded to include “Experience,” reinforcing the need for content created by real experts.

Businesses must showcase credible authorship, provide first-hand insights, and back up claims with reputable sources.

High-quality, in-depth content written by subject-matter experts will outperform generic, AI-generated material.

4. Zero-Click Searches Are the Norm

Featured snippets, knowledge panels, and People Also Ask (PAA) boxes dominate search results, meaning many users find answers without clicking through to websites.

To stay visible, brands should optimise for these features by structuring content in a clear, concise, and authoritative manner.

5. Video SEO Gains Even More Traction

Video content is essential in 2025. YouTube remains a powerful search engine, while Google increasingly features video snippets in results. Businesses must optimise video titles, descriptions, captions, and transcripts while ensuring mobile-friendly formats for maximum reach.

6. Core Web Vitals and User Experience (UX) Matter More Than Ever

Google’s Core Web Vitals remain a ranking factor, measuring page load speed, interactivity, and visual stability. Slow, clunky websites are penalised, so businesses must prioritise fast-loading, mobile-optimised experiences. A seamless UX not only boosts rankings but also enhances user engagement and conversions.

7. First-Party Data and Privacy-Focused SEO

With the decline of third-party cookies, first-party data collection is vital. Businesses need to build direct relationships with audiences through email subscriptions, interactive content, and personalised experiences. Search engines also favour privacy-compliant sites, so businesses must follow data protection best practices.

8. Local SEO and Hyper-Personalisation

Local search is more personalised than ever, with Google refining its ability to deliver hyper-relevant results based on location and behaviour. Businesses must optimise their Google Business Profile, encourage reviews, and leverage local content strategies to stay competitive.

Final Thoughts

SEO in 2025 is no longer about chasing algorithms—it’s about providing the best possible experience for users. By focusing on AI-driven intent, multimedia optimisation, EEAT principles, and user experience, businesses can stay ahead of the curve. The question is: Are you adapting, or are you falling behind?

If you need help to improve your SEO AND create more conversion opportunities, contact us to arrange a free audit of your website, and let’s see how we can get you moving forward in the right direction.

Yes, I need help!

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

01/03/2025

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Are Hashtags Still Relevant in 2025?

By HPL DigitalDigital Marketing, SEO, Social Media Marketing

Are Hashtags Still Relevant in 2025?

In this blog article HPL Digital Marketing Agency discuss whether Hashtags are still relevant in 2025

A Deep Dive into Social Media Growth Strategies.

For years, hashtags have been the go-to tool for social media discovery. From #ThrowbackThursday to #DigitalMarketingTips, these tiny symbols have shaped online conversations and brand visibility.

But as social media algorithms evolve, one big question lingers: Are hashtags still relevant, or have SEO-friendly keywords and other engagement strategies taken over?

In this article, we’ll break down the effectiveness of hashtags in 2025 across Instagram, Facebook, and LinkedIn, compare them to SEO-friendly keywords, and explore the best ways to gain attention on social media today.

The Evolution of Hashtags:
From Must-Have to Optional?

When Twitter first introduced hashtags in 2007, they became a revolutionary way to categorise content and help users discover posts related to their interests.

Instagram, Facebook, and LinkedIn quickly followed suit. For years, the more hashtags you used, the better your reach—until algorithms got smarter.

In 2025, social media platforms prioritise content quality, engagement, and intent over the number of hashtags used.

Hashtags are no longer the ultimate visibility hack, but they still hold value when used correctly.

Let’s take a closer look at their impact across different platforms.

Instagram: Do Hashtags Still Work?

Instagram still remains as the most hashtag-friendly platform, but the rules have changed. Back in the day, brands stuffed captions with 30 hashtags, hoping to maximise reach.

Now, Instagram encourages users to focus on relevance over quantity.

How Hashtags Work on Instagram Today:

Instagram prioritises SEO-friendly keywords in captions rather than relying on hashtags.

Posts with 5-10 strategic hashtags perform better than those overloaded with 30.

Branded hashtags (#NikeAir, #HPLGrowth) help build community-driven engagement.

Hashtags in captions are now favoured over hashtags in comments.

Niche hashtags (#DigitalMarketingForSMEs) often work better than broad ones (#Marketing).

Instagram Pro Tip:

Want to boost visibility? Optimise your caption with relevant keywords.

Instead of writing “#SocialMediaMarketing is key for growth”, try “Looking to grow your business through social media marketing? Here’s how!”—Instagram’s algorithm now ranks content based on keywords in captions and profiles.

Hashtags on Instagram? Still useful, but SEO-friendly captions matter more.

Facebook: Are Hashtags Worth Using?

Unlike Instagram, Facebook has never fully embraced hashtags. While you can use them, they have minimal impact on reach.

Why Hashtags Don’t Work Well on Facebook:

Users don’t search for content via hashtags as they do on Instagram or Twitter.

Facebook’s algorithm prioritises content engagement (likes, shares, comments) over hashtags.

Hashtags often make posts look spammy, reducing their effectiveness.

When Hashtags Work on Facebook:

Trending topics or campaigns (#WorldCupFinal, #BlackFridayDeals).

Community-driven discussions in Facebook Groups.

Branded campaigns where businesses encourage customers to post using specific hashtags.

Facebook Pro Tip:

Instead of relying on hashtags, focus on compelling content and high engagement. Ask questions, share relatable memes, and use Facebook’s keyword-rich descriptions to appear in search results.

Hashtags on Facebook? Not essential. Keywords and engagement are king.

LinkedIn: Do Hashtags Help with Visibility?

LinkedIn is a unique case. While it’s not as hashtag-heavy as Instagram, hashtags still play a role in content discovery—especially for professionals and thought leaders.

How Hashtags Work on LinkedIn:

Posts with 3-5 relevant hashtags perform better than those without.

LinkedIn uses hashtags to categorise content (e.g., #MarketingTrends will push your post into relevant discussions).

Using industry-specific hashtags can help content trends within a topic.

Hashtags in articles and posts still get traction, but overusing them looks unprofessional.

LinkedIn Pro Tip:

Use a mix of broad and niche hashtags. Instead of just #Marketing, try #B2BMarketingTrends or #SEOForStartups to target a specific audience.

Hashtags on LinkedIn? Still useful, but keyword-rich, value-driven posts matter more.

SEO-Friendly Keywords vs. Hashtags: Which One Wins?

Why SEO Matters More Than Ever

Social media is becoming more like a search engine. Instagram, Facebook, and LinkedIn all prioritise content that matches user intent. Instead of users searching hashtags, they type in queries like:

“Best social media strategy for small businesses”

“How to improve Instagram engagement”

“SEO tips for startups”

This means optimising your posts with SEO-friendly keywords can give you longer-lasting visibility than hashtags.

So, Are Hashtags Dead?

Not exactly. They still have a supporting role in discovery, but relying on them alone won’t guarantee success. A mix of SEO-friendly content, engagement-driven posts, and strategic hashtags is the way forward.

The Best Ways to Gain Attention on Social Media in 2025

If hashtags alone aren’t enough, what should businesses focus on? Here are three powerful ways to gain traction:

1. Optimise for Social SEO

Use keywords naturally in captions, bios, and video descriptions.

Make sure your profile name and username are search-friendly (e.g., “HPL Digital Marketing” instead of just “HPL”).

Write descriptive captions rather than relying on hashtags alone.

2. Prioritise Engagement & Community Building

Encourage comments by asking questions.

Use interactive content like polls, quizzes, and Q&A sessions.

Reply to DMs and comments quickly to boost your post in algorithms.

3. Leverage Video Content & Reels

Short-form videos (Reels, Shorts, TikTok) get higher organic reach than static posts.

Use captions with strong SEO keywords rather than stuffing with hashtags.

Add subtitles to make videos more accessible and engaging.

Final Verdict: Hashtags vs. SEO vs. Engagement

Hashtags still work, but only when used strategically (especially on Instagram and LinkedIn).

SEO-friendly keywords in captions, profiles, and video descriptions are more important than ever.

Engagement, authenticity, and video content drive the highest reach and conversions.

If you’re wanting help to improve your social media marketing AND create more conversion opportunities, contact us to arrange a chat, and let’s see how we can get you moving forward in the right direction.

Yes, I need help!

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

22/02/2025

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5 Common SEO Mistakes SMBs Make and How to Fix Them

By HPL DigitalDigital Marketing, SEO

5 Common SEO Mistakes SMBs Make and How to Fix Them

Search Engine Optimisation (SEO) is a crucial tool for small and medium-sized businesses (SMBs) looking to improve their online visibility, attract organic traffic, and ultimately boost sales.

However, many SMBs unknowingly make fundamental SEO mistakes that hinder their growth. Without a well-structured SEO strategy, businesses risk losing potential customers to competitors who have optimised their online presence.

In this article, we will explore the five most common SEO mistakes made by SMBs and provide detailed solutions to help businesses correct these errors and improve their search rankings.

1. Ignoring Keyword Research

MISTAKE:

Many SMBs assume they know what their audience is searching for and create content based on intuition rather than data.

This leads to content that fails to rank well in search engines because it does not align with actual search queries.

Additionally, some businesses focus on highly competitive keywords without considering their ability to rank for them, making it difficult to see results.

FIX:

Effective keyword research is the foundation of a successful SEO strategy. Here’s how to get it right:

Use Keyword Research Tools: Platforms such as Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest can help identify relevant keywords with high search volume and low competition.

Target Long-Tail Keywords: Instead of competing for generic, high-competition terms like “digital marketing,” opt for specific, intent-driven phrases such as “affordable digital marketing agency for small businesses.”

Analyse Competitor Keywords: Examine what keywords competitors are ranking for and identify opportunities where you can compete.

Focus on Search Intent: Ensure that your content aligns with what users are actually looking for—whether informational, navigational, or transactional.

By optimising content with the right keywords, SMBs can improve their chances of ranking higher and attracting more qualified leads.

2. Not Optimising for Local SEO

MISTAKE:

Many SMBs overlook local SEO, which is essential for attracting nearby customers.

Without an optimised local presence, businesses fail to appear in Google’s Local Pack (the top three map results), making it harder for potential customers to find them.

FIX:

Local SEO ensures that businesses show up in location-based searches. Here’s how to optimise for local search:

Claim and Optimise Your Google Business Profile: Ensure your Google Business Profile (formerly Google My Business) is complete with your name, address, phone number (NAP), website, business hours, and high-quality images.

Encourage Customer Reviews: Positive reviews boost credibility and improve your local rankings. Encourage satisfied customers to leave reviews on Google and other platforms.

Use Local Keywords: Incorporate location-specific keywords into your website content (e.g., “best SEO agency in Manchester”).

Ensure NAP Consistency: Make sure your business name, address, and phone number are consistent across directories, social media, and your website.

Optimise for Mobile: Many local searches happen on mobile devices. Ensure your site is mobile-friendly and easy to navigate.

With a well-optimised local SEO strategy, SMBs can improve their visibility and attract more customers from their geographic area.

3. Poor Website Structure & Slow Loading Speed

MISTAKE:

A slow-loading, poorly structured website negatively impacts both user experience and search rankings.

Google prioritises websites that offer a seamless experience, and a site that takes too long to load will see higher bounce rates and lower rankings.

FIX:

Improving website structure and speed can lead to better engagement and higher conversions. Here’s how:

Optimise Site Speed: Use tools like Google PageSpeed Insights and GTmetrix to analyse speed performance and fix issues.

Compress Images: Large image files slow down websites. Use tools like TinyPNG or ImageOptim to reduce file sizes without compromising quality.

Enable Caching: Browser caching allows returning visitors to load your site faster.

Use a Content Delivery Network (CDN): A CDN distributes your website content across multiple servers worldwide, improving load times.

Ensure Mobile-Friendliness: Use Google’s Mobile-Friendly Test to check whether your site is responsive and optimised for mobile users.

Create a Clear Site Structure: Ensure your site is easy to navigate with well-organised menus, logical URL structures, and a clear call to action.

By making these improvements, businesses can enhance user experience and boost their SEO performance.

4. Lack of Quality Content & Backlinks

MISTAKE:

Many SMBs fail to produce regular, high-quality content and do not focus on building backlinks.

Without fresh content and authoritative backlinks, websites struggle to rank well in search results.

FIX:

A strong content and link-building strategy is essential for SEO success. Here’s how to improve in this area:

Publish High-Quality Content Regularly: Create blog posts, case studies, infographics, and guides that provide value to your audience.

Use Internal Linking: Link relevant pages within your website to improve navigation and distribute link equity.

Build Backlinks from Authoritative Sites: Reach out to industry blogs, local directories, and partners for guest posting opportunities and link exchanges.

Leverage Social Media & PR: Promote your content on social platforms and collaborate with influencers to increase visibility and gain natural backlinks.

Ensure Mobile-Friendliness: Use Google’s Mobile-Friendly Test to check whether your site is responsive and optimised for mobile users.

Refresh & Repurpose Old Content: Update outdated articles with new information and repurpose them into different formats such as videos or podcasts.

A consistent content strategy combined with quality backlinks will strengthen your website’s authority and improve rankings over time.

5. Ignoring Technical SEO

MISTAKE:

Technical SEO is often overlooked by SMBs, leading to issues such as broken links, duplicate content, and indexing errors that prevent search engines from crawling their site effectively

FIX:

Regularly auditing and fixing technical SEO issues is essential. Here’s what SMBs should focus on:

Conduct Regular Site Audits: Use tools like Google Search Console, Screaming Frog, and Ahrefs to identify and fix errors.

Fix Broken Links: Broken links harm user experience and SEO. Regularly check and fix them.

Optimise Title Tags & Meta Descriptions: Ensure all pages have unique, keyword-rich titles and descriptions.

Ensure Proper Indexing: Check your robots.txt file and XML sitemap to make sure search engines can crawl your site.

Improve Core Web Vitals: Focus on Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) to enhance user experience.

By addressing technical SEO, businesses can ensure their website is fully optimised for search engines, leading to better rankings and increased traffic.

Final Thoughts

SEO is an ongoing process that requires consistent effort and adaptation. By avoiding these five common mistakes and implementing the recommended fixes, SMBs can improve their online presence, attract more organic traffic, and gain a competitive edge in their industry.

If your business is struggling with SEO and you need expert guidance, HPL Digital Marketing is here to help. We specialise in crafting effective SEO strategies tailored for SMBs. Get in touch today and let’s grow your business together!

Yes, I need help!

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

10/02/2025

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7 Proven SEO Strategies for Small Businesses in 2025

By HPL DigitalSEO

7 Proven SEO Strategies for Small Businesses in 2025

SEO is a major service offered by HPL Digital Marketing

The digital landscape is constantly evolving, and with it, the world of Search Engine Optimisation (SEO).

For small and medium-sized businesses (SMBs) across the Asia-Pacific region, from Australia to Singapore and throughout Southeast Asia, staying ahead of the SEO curve is crucial for attracting customers and thriving in a competitive market.

2025 is already upon us and ticking along like a bullet train, and while some core SEO principles remain the same, new trends and Google algorithm updates mean your strategy needs to be sharp.

This article outlines 7 proven SEO strategies tailored for SMBs in 2025, incorporating the latest recommendations and best practices to maximise your online visibility.

1. Hyperlocal SEO: Dominate Your Local Market

For many SMBs, particularly those with physical stores or service areas, hyperlocal SEO is paramount.

Think about it: someone in Brisbane searching for “best cafes near me” isn’t interested in results from Singapore.

Google prioritises local results for these kinds of searches, making hyperlocal SEO a non-negotiable for 2025.

This is especially true for voice search, where users often ask location-based questions.

Google Business Profile Optimisation:

Your Google Business Profile (formerly Google My Business) is your digital storefront.

Ensure it’s fully optimised with accurate and up-to-date information.

This includes your business name, address, phone number (NAP), website, hours of operation, categories, and high-quality photos and videos.

Encourage customer reviews – they’re a powerful trust signal. Use Google Posts to share updates, offers, and events.

In 2025, expect even greater integration between Google Maps and your Business Profile, so keep it fresh.

Local Citations:

List your business on relevant online directories, such as Yelp, TripAdvisor (especially important for hospitality businesses), and industry-specific directories. Consistency in your NAP across all citations is essential.

Think local first: focus on directories popular in your specific region within the Asia-Pacific area.

Location-Based Content:

Create content that resonates with your local audience. Blog posts about local events, neighbourhood guides, or even partnering with local influencers can boost your local SEO and build community engagement.

Mobile Optimisation:

The majority of local searches are performed on mobile devices. Ensure your website is mobile-friendly and loads quickly.

Google’s Mobile-First Indexing means that your mobile site is the primary version considered for ranking.

hyperlocal SEO on your website helps you navigate a busy downtown Street in Australia

2. Content is Still King (But It Needs a Crown): E-E-A-T and AI

High-quality content remains the cornerstone of SEO. However, Google’s focus has evolved beyond just “good” content.

In 2025, the emphasis is on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

This is even more critical given the rise of AI-generated content. Content should also be optimised to answer specific questions that users are likely to ask in voice searches.

Demonstrate E-E-A-T:

Showcase your expertise through in-depth blog posts, case studies, and articles.

Highlight the experience of your team.

Build trust by providing accurate information, citing credible sources, and being transparent about your business.

Targeted Keyword Research:

Understand what your target audience is searching for, both through text and voice.

Use keyword research tools to identify relevant keywords with search volume and low-to-medium competition.

Focus on long-tail keywords (more specific phrases) to attract a more qualified audience. Think conversationally.

Embrace AI Responsibly:

AI writing tools can be helpful for generating initial drafts or overcoming writer’s block.

However, don’t rely solely on AI-generated content. Always edit and refine it to ensure it meets E-E-A-T standards and aligns with your brand voice.

Google is getting better at detecting AI-generated content, so authenticity is key.

Diversify Content Formats:

Go beyond blog posts. Explore videos, infographics, podcasts, and interactive content to engage your audience and cater to different learning styles.

When it comes to SEO, Content is still King - contact HPL Digital Marketing for help

3. Technical SEO: The Foundation for Success

Technical SEO is the behind-the-scenes work that ensures search engines can easily crawl and index your website.

It’s the foundation upon which your other SEO efforts are built, and crucial for both text and voice search.

Website Speed:

Page load speed is a crucial ranking factor, especially for mobile and voice search.

Optimise images, minify code, and leverage caching to improve your website’s performance.

Use tools like Google PageSpeed Insights to identify areas for improvement.

Mobile-Friendliness:

As mentioned earlier, mobile optimisation is essential.

Ensure your website is responsive and provides a seamless user experience on all devices.

Schema Markup:

Implement schema markup to provide search engines with more information about your content.

This can improve your visibility in search results and even lead to rich snippets, which are frequently used for voice search answers.

Crawlability and Indexability:

Ensure your website’s structure is logical and easy for search engines to crawl.

Use a sitemap and robots.txt file to guide search engine bots.

4. Link Building: Quality over Quantity

Backlinks (links from other websites to your website) are still a significant ranking factor.

However, the focus has shifted from quantity to quality. Consider how voice search might influence link building – are there authoritative podcasts or audio content in your niche you could connect with?

Earn High-Quality Backlinks:

Focus on acquiring backlinks from reputable and authoritative websites in your industry.

Guest blogging, creating valuable content that others want to link to, and participating in industry forums are effective strategies.

Local Link Building:

Build links from local directories, community websites, and other local businesses.

This can significantly boost your local SEO.

Avoid Black Hat Tactics:

Don’t engage in link buying or other black hat SEO tactics.

These can result in penalties from Google.

Building appropriate backlinks remains important for SEO in 2025

5. User Experience (UX): Happy Users, Higher Rankings

Google is increasingly prioritising user experience (UX) as a ranking factor.

A positive user experience signals to search engines that your website is valuable and relevant to users, whether they arrive via text or voice search.

Intuitive Navigation:

Make it easy for users to find what they’re looking for on your website.

Use clear and logical navigation menus.

Engaging Design:

A visually appealing and professional website design can improve user engagement and encourage visitors to stay longer.

Accessibility:

Ensure your website is accessible to users with disabilities.

This is not only ethically important but also can improve your SEO.

Fast Loading Speed:

As mentioned earlier, website speed is crucial for both user experience and SEO.

A website's User Experience optimisation is crucial to good SEO

6. Voice Search Optimisation: Speak Easy, Get Found

Voice search is changing how people interact with search engines. Instead of typing keywords, users are speaking their queries, often in a conversational tone. This has significant implications for SEO.

Conversational Keywords:

Focus on long-tail keywords that reflect how people speak. Think about questions people ask naturally.

For example, instead of “best Italian restaurant,” a voice search might be “where’s the best Italian restaurant near me that’s open late?”

Natural Language Processing (NLP):

Understand how search engines interpret natural language.

Optimise your content to answer specific questions and provide clear, concise information.

Featured Snippets:

Voice search results often come from featured snippets.

Aim to have your content featured by providing comprehensive answers to common questions in your industry.

Mobile-First (Reiterated):

Voice search is predominantly used on mobile devices. Ensure your website is mobile-friendly and loads quickly.

Local SEO (Again, but with a voice focus):

Local businesses are particularly well-suited to benefit from voice search.

Optimise your Google Business Profile and local citations for voice queries.

Think about how people would ask for your business using voice search.

“OK Google, find me a plumber near me who is available 24 hours” is a good example.

Voice Search Optimisation is another important SEO strategy offered by HPL Digital Marketing

7. Content Length: Finding the Sweet Spot

Content length is a nuanced aspect of SEO.

While long-form, in-depth content can be excellent for demonstrating E-E-A-T and covering topics comprehensively, shorter, more focused content also plays a vital role, especially for voice search.

Comprehensive Long-Form Content:

Ideal for in-depth exploration of complex topics, attracting backlinks, and establishing authority.

Concise Short-Form Content:

Best for directly answering specific questions, targeting long-tail keywords, and optimising for featured snippets and voice search.

Balance is Key:

Strive for a balance between long and short-form content.

Consider the user’s intent. If they need a quick answer, a short, direct response is best.

If they’re looking for detailed information, a longer article is more appropriate.

Voice Search Optimisation (Again, but with content length in mind):

Voice search often favours concise answers. Think about creating content specifically designed to answer common voice search queries.

Content Length is still an important consideration for SEO

Final Thoughts

By implementing these seven proven SEO strategies and effectively leveraging social media, your SMB in the Asia-Pacific region can significantly improve its online visibility, attract more customers, and achieve sustainable growth in 2025 and beyond.

Remember that SEO is an ongoing process. Stay updated with the latest trends and adapt your strategy accordingly.

If you’re wanting your site to rank better AND create more conversion opportunities, and you need help with your SEO requirements, contact us to arrange a chat, and let’s see how we can get you moving forward in the right direction.

Yes, I need help!

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

01/02/2025

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right hand holding a smart phone with analtycis displayed, and an iPad behind it on a table also showing analtycal displays

What is a ‘State of Buy Cycle’ Score?

By HPL DigitalSEO

State Of Buy Cycle Score (SOBC)

Keyword List Preparation

Why is it that some keywords work better, or convert better than others? Well, it depends on three things really.

Firstly, whether the keywords you have used are the correct ones or not. Secondly, the level of competition also using those same keywords, or better ones. Thirdly, at what stage is the user ready to buy or convert.

In this blog, we’ll look at the latter to help you understand more about how it impacts on the keywords you choose before optimising your site, or social media platforms, and creating content.

Ok, so the Categories below, group keywords by how close a user is to a point of conversion or buying a product. While different experts in the industry will implement this in slightly varying ways, the principles remain the same.

Each category has a ‘Score’. The score indicates how close a user is to the point of conversion. I refer to this score is as the ‘State Of Buy Cycle Score (or simply referred to as the SOBC).

Using these categories, while keyword brainstorming, it will help you develop a more defined list that will ultimately be more effective.

So, let’s have a look at them.

Branded Keywords

Customers searching with a branded keyword phrase, has already done their research, already knows your brand, and are basically ready to spend money. That equates to good conversion.

You’re unlikely to have many branded keywords in your list, and these keywords will not equate to many impressions on the search engine results. However, what they will do, is provide you with improved click-through rates (CTRs) & conversion stats.

For example:

SEO & Digital (brand name)
SEO & Digital Consulting Services (brand name)
SEO & Digital Marketing
SEO Consulting Services (brand name)
Digital Marketing Consulting Services

Note: All of these are highly competitive and very directly related to the brand identity. However, and especially true for the first two, is that if someone was looking for our business directly, because they already know about our services, etc. and ready to engage, this is what they would likely type into a Google search.

SOBC SCORE: 5

Product Keywords

These keywords talk about your Product or Service offered to people. If someone was to use keywords relating to this topic, then it’s likely they are still doing their research.

However, they are very close to spending money, and may in fact settle for your product or service if noticed in the SERPs.

For example:

How to increase website traffic
how to optimise a website for search engines
benefits of email marketing

SOBC SCORE: 4

Competitor Keywords

People using these types of keyword phrases are also likely to be educated enough about a product or service, but are interested in comparing different brands.

If you are prepared in the right way, your business stands a greater chance of being selected over a competitor who also ranked on the same search engine page as you.

For Example:

Best SEO companies near me
Best Digital marketing agencies in [country]
A Digital Marketing company near me
Email marketing solutions

SOBC SCORE: 3.5

Substitute Product Keywords

People using these types of Keywords are again, very close to buying and are currently exploring some options. They have a general idea about what they want, but still not 100% sure.

For Example:

Email Marketing
Digital marketing
Online Marketing
Social Media Marketing

SOBC SCORE: 3

Complimentary Product Keywords

These types of users are looking for something a little extra to what they already have, like an add-on sale, or a service that will help them move forward a little more.

These users are not that close to buying, but they are looking around to see what is on offer. Getting one of these users to your site, could lead to a conversion in the near future.

For Example:

Pay Per Click Advertising
Social Media Management
Link Building
SEO Audits

SOBC SCORE: 2

General Keywords

General keyword phrases are the most common keywords, not specifically covered in the previous categories. People using these keyword types are not ready to buy, and just starting their research.

With these keyword phrases, you want to differ from your competition as much as possible. They will also help you gain more impressions on the SERPs, if done right. However, your conversion stats WILL be low.

For Example:

How to improve google rankings
What is SEO?
What are backlinks?
Explain Digital Marketing

SOBC SCORE: 1

Ok, so you’ve done your best to understand all that, and then you ask, “How do I use this scoring system?”

It’s a great question, and I don’t want to fluff about. So let’s get straight to it in step by step form:

1. You will still need to create your keyword list of between 50 and 100 keyword phrases, for a specific need.

If you are not ready with this, or not sure how to do this, then please refer to my blog on ‘Creating a Keyword List to Rank better & Convert more’.

2. It’s ideal if your Keyword list is in a Google Sheet, or excel sheet if you prefer, and occupying column C.

3. Now we’ll label other columns as follows:

A = Competition
B = Competition score
D = Search Volume
E = SOBC Score #1
F = SOBC Score #2
G = SOBC Score #3
H = SOBC Score Average
I = Final Score

4. If, like me, you used Google’s Keyword Planner to build your list, then each keyword/phrase will have a competition label of High, Medium or Low. They must be pasted into column A.

5. Now assign the following numbers in Column B:

High = 3
Medium = 2
Low = 1

6. Next, paste your search volume amounts into column D, and make sure you have not changed anything so that the alignment with your keywords is correct.

7. Ok, now it’s important to have three people score each keyword phrase on what they believe is the State at which a user is intending to buy. You can use the SOCB Scores above, as a guide.

8. Of course, column H will now formulate the average of those three SOBC Scores for each keyword/phrase.

9. Then Column I will use the following formula to give you a final score:

=sum(D3*H3)/B3

The higher the score, the better the keyword phrase is with regards to converting users from Search Engine Queries. Otherwise, the lower the score, the more you can rank for general impressions on the SERPs.

You can set this up any way you feel comfortable, and sort the ‘Final Score’ column if you like.

Yes, there is a little bit of work involved. However, if done right, it will provide your with a very good keyword list for on-page optimisation everywhere, and also for content optimisation.

Here is a screenshot of a keyword list our team prepared for an existing client. This client, as you can well guess by now, is targeting the Fishing industry within a specific region, in Australia.

Google Sheet showing a Keyword list example to calculate the State of Buy Cycle Score

The last thing to add is, once you understand this process better, you can begin to simplify things further.

Using my experience I had already deleted some unnecessary rows with keyword phrases that will not matter. Additionally, I will also add some long-tail phrases to this list once I am satisfied I have the right foundation.

If you need help creating a proper keyword list because you want to rank well AND create more conversion opportunities, contact us to arrange a chat, and let’s see how we can get you moving in the right direction.

Yes, I need help!

Handsome businessman posing for the camera with office buildings in the background

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

19/12/2018

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scrabble-like tiles with some turned up to spell out the word 'Keywords' for SEO

Creating a Keyword List to Rank Better & Convert More

By HPL DigitalSEO

A Guide for Those Starting Out

There are a lot of articles floating around Google-land about how to build the best keyword list for your site, or for other applications.

Oh, you didn’t realise there were other applications for a keyword list? Well, it just confirms you’re in the right place. As mentioned, there are many articles out there, and some really good ones too. But now that you are here, you might as well continue reading.

So, let’s great straight into how to build a good Keyword list, for whatever reason.

1. Branded v’s Non-Branded Keywords

Let’s start with deciding why you want to rank on the first page of Google. Everyone starts off by saying, “I want my site on the first page of Google;” and often stipulate unrealistic expectations like with a couple of weeks or a month at best. These people always make me laugh, and probably say a few other derogatory words.

Here’s the cold hard truth readers. If you want to rank on the first page of Google, in less than a month, then no problem. Any SEO person, or even a smart front-end developer can get you ranking on first page for your business name. Yes, your domain name, URL, etc.

For example, if your business URL is www.rankme.com – I, or anyone else can get you on first page, probably within 48 hours of launching your site, sometimes less.

However, this is pointless if you actually want business. Because users who know your domain name already, won’t be searching in Google to find you when they can go directly to your site.

So, other than ranking on first page for what is know as a ‘Branded Keyword Phrase’ or ‘Branded Term’, when users type in anything else, they will never see your site.

If you really want to rank for keywords that users are likely to type into Google, when searching for a Product or Service that you might offer, then you need to build a specific keyword list, and optimise things correctly. Then, getting your site on to the first page of Google will realistically take between 6 and 18 months, pending competition.

Cough, curse, laugh if you want, but reality is reality, and the only way around this is to have shit-tonne of money. Pay a large number of experts to complete an exhaustive list of SEO tactics that can be implemented within a week or so.

And, only then do you stand a chance, notwithstanding competition, to rank on the first page of Google in less than 3 months for what we deem as, ‘Non-Branded Keywords’.

Ok, now that we got that out of the way, and before we go any further, make sure you understand what I just said. If you do, and you’re ready to move forward, then let’s start on building a good keyword list that will help you rank well, and hopefully create the conversion opportunities you want for your business.

2.Target Audience

At this stage, I have to assume you have clearly identified your target audience, and likely created a Buyer Persona that clearly reflects who your target audience is.

If not, get cracking and do one. Then come back to this blog to continue. If you need help doing this, then contact us. We offer this service to all of our clients.

3. Relevant Topics

Next, you will need to make a list of ‘relevant’ topics related to your business / website, or whatever you want to rank for.

For Example, I would create the following for my company:

- SEO
- Social Media Marketing
- Inbound Marketing
- Digital Marketing
- Email Marketing
- Marketing Analytics
- And a few more…

These create a starting point for your final list.

4. Topical Keywords

Now you want to create a mini-list for each of those topics. This will start to narrow things a little further towards what people might actually type in when they are looking for a Product or Service that your business may directly or indirectly offer, in simple terms for now.

Again, for example, this is what I could have done for my company:

- What is Email Marketing?
- What are the benefits of Email Marketing?
- How to set up an Email Marketing Campaign
- What is the Best Email Marketing platform
- And more…

5. Head terms or Short-tail phrases

Your list should contain some ‘Head Terms’ or ‘Short-tail’ phrases such as:

- Email Marketing Platforms
- Email Marketing Companies
- Email Marketing Automations
- And so on…

6. Long-tail phrases

You will also want to include some ‘Long-tail’ keywords that target users who are trying to research a topic that is directly, or indirectly related to your business. For example:

- How do I create a xxxx?
- What is the difference between X and Y?
- What are the best Email Marketing Platforms to use
- Best SEO & Digital Marketing companies near me

7. Google Keyword Planner

Ok, now that you have your starting list, which is going to be more than 10 phrases already, it’s time to feed them into a tool that can generate a longer list for you.

Ok, so maybe you don’t like the idea of a ‘longer’ list, which is going to mean more work. However, it’s vital that we extract keyword phrases that users are ‘actually’ using today, when it comes to related topics to your business.

Like many other SEO experts out there, we prefer to use Google’s Keyword Planner. There are some other options but I don’t want to explore them in this article.

If you are unfamiliar with how to use Google Keyword Planner, then I suggest you either contact us for help, or research it quickly.

When you enter in some topical words for one particular topic, you can get your first list. Try for each topic, and come up with a very exhaustive but accurate list. Ready to use when optimising your site, or other applications.

8. SOBC Score

If you are looking to take your keyword list to another level, perhaps where it not only provides you with keywords to help rank better, but also create conversion opportunities, then I suggest that you read my article on how to create a State of Buy Cycle score (SOBC Score).

In this article, I discuss how to establish a better understanding about which keywords will help a site to rank batter, but also which keywords will help you rank when users are looking to buy.

If you think you are ready for this level, then click through to get started.

9. Where to Use Your List

Now that you have created a basic keyword list for your business, site, etc., it’s time to apply those keywords correctly. Not only will you use those keywords to optimise each page of your website, yes, each page, but also for any new content to be added to your site.

Additionally, these same keywords can be used in any blog articles you might have time to write, or more importantly, in the basic content used for each social media post, providing you have linked your post(s) to your website allowing users to click-through.

A good keyword list can be used anywhere that you post content about your product, service or brand, to help build a wider web of your online presence.

SUMMARY

So, Let’s summarise what we’ve discussed so far.

Ultimately you want to build a keyword list that will help your site rank for ‘Non-branded’ keywords.
You will need to start by thinking about what your target audience would likely type into a Google search page when they are either trying to find a product or service you offer, or they are researching a topic related to your product or service.
Use the best Tools available to you, to formulate a complete list, and then decide whether you want to evolve that list to identify which keywords will focus more on ranking, or on conversion.
Then, use your keyword list wisely, and apply to all content created for your marketing efforts.

Lastly, if you don’t have time to do all of this, or don’t have the confidence to do it correctly, then pay us to do it. It’s that simple!

Yes, I need help!

Paul Leonard has been successfully providing SEO and Digital consulting services to a number of international clients over the years.

As a founder of HPL Digital Marketing, we are fortunate to have his expertise made available, to help your business grow in the right ways.

08/12/2018

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SEO