SEO Tips From Travis, No. 21 What is your "north star" SEO metric? Traffic? Rankings? Backlinks? None of these ladder up to what propels a business forward. If you can't draw a line between SEO efforts and real business revenue, the business is being hurt. Nothing else

SEO Tips From Travis, No. 22 Why do Page Titles (title tags) and Meta Descriptions matter? Think of them in a traditional headline + body copy context. Which of these would you prefer for your organic listing? Both are results for "barefoot running shoes" and have dramatically

SEO Tips From Travis, No. 23 Let's unpack image file formats. Vector files, like SVG, EPS, AI, and even PDF, scale in size forever without degrading. Great for logos and simpler illustrations. Rastor files, like PNG, JPG/JPEG, GIF, and TIFF, have fixed pixel values within a

SEO Tips From Travis, No. 24 The average CMS will leverage page titles and page descriptions by default for organic listings. These "work" but they may not work very hard. Brand language often has limited organic utility. Overwrite defaults with query-optimized metadata.

SEO Tips From Travis, No. 25 Build meaningful visual real estate on SERPs. Include quality imagery (format + size), implement alt tags, and organize assets by priority. Play into the visual SERPs that exist today. Earn traffic (and revenue) from imagery, not merely links.

SEO Tips From Travis, No. 26 Did you know...? Google (search engines) can rewrite your organic Page Titles and Meta Descriptions. Here are 3 steps to mitigate against this: 1) Customize Page Titles + Meta Descriptions. Create the most compelling organic listing possible,

SEO Tips From Travis, No. 27 Website visual editors are amazing, but imperfect. That content block you just added, does it have a section header? Does it render as a H1? H2 or H3? H4? Add content with intention and insight into its hidden code. Revise the code when needed.

SEO Tips From Travis, No. 28 Google Business Profiles (fka Google My Business) remain critical marketing tools for brands today. They're not a joke. They're not dead. They're just dramatically overlooked. Think about the last time you used Google Maps. The result you clicked

SEO Tips From Travis, No. 29 SEO software can be "duped." Of course, they hold incredibly valuable tools and data. They also present surface-level insights, and that's by design. Metadata exists ✅ Alt tags exist ✅ No missing headers ✅ JS & CSS intact ✅ Sitemap complete ✅

SEO Tips From Travis, No. 30 How should I retire product URLs? Option 1: Hand Holding Keep the PDP, albeit "sold out," as a destination for loyalists. Communicate what's happening. Provide an alternate product or path to purchasing from your brand. Option 2: Bandaid Rip

SEO Tips From Travis, No. 31 (they're back!) Why obsess over character in ad headlines, but not organic listings? Both are creative, both marketing. Consider headlines: Google Ads = 30 characters Meta Ads = 40 SEO Page Titles = 60 Apply the same creative rigor across all.

SEO Tips From Travis, No. 32 Review your redirects list, at least quarterly. Many will find hidden surprises, either in what's included or not yet included. Chances are high you should leverage 301s *more* often, not less, to ensure you deliver a positive UX. #SEOChat

SEO Tips From Travis, No. 33 Rankings are important, but they risk being a vanity metric for many. They do not directly ladder up to revenue. (Rankings ≠ Revenue) Of course, they're directionally relevant. You must be *seen* to earn traffic. (Who visits Page 3 on Google?)

SEO Tips From Travis, No. 34 When developing content, it's easy, common even, to grow narrow-minded. "We describe ourselves as ___, and our product is ___ helping people to ___." That's a singular path. Find common synonyms for your descriptors, your product features and

SEO Tips From Travis, No. 35 Google Merchant Center no longer ONLY fuels Shopping + PMax campaigns. Today, they directly influence organic listings. Here are two ways (ex. Merrell running shoes): 1) Snippets Price ranges, delivery timelines, return policies, and even promo

SEO Tips From Travis, No. 36 Your social media presence matters for SEO. The goal is to command as much SERP real estate as you can. (This can reduce the need for branded search spend.) By default, Google & other search engines surface your primary profile links, no change.

SEO Tips From Travis, No. 37 Few brands realize how many "artifacts" they create and leave behind. - A sale ends, and the corresponding collection is removed from the nav - An old product runs low on inventory and is removed from a collection - A test page is tested and the

SEO Tips From Travis, No. 38 Google Merchant Center Next is right around the corner. But wait, isn't that a Google Ads platform? Yes, and... It fuels your visual organic listings. From product cards, to shipping and returns snippets, to promo codes, GMC governs how you

The effects from a Technical SEO overhaul can feel intimidating. Done well, the change is good. 5 things to look for first in GSC (non-brand queries), then in GA4 (organic traffic): 1) Organic impressions decrease, then increase dramatically. You have just rewritten your