How to Make an SEO Strategy, Video SEO, & More

Table of Contents

This month's Searchlite intro written by Sr. SEO Analyst, Skye Sonnega.


Happy October, digital marketers!

The beautiful fall weather has been a breath of fresh air for the crew at Uproer. Literally, we've been going outside as much as possible! From camping trips to post-work runs, everyone is enjoying the nice weather before winter rolls around. If you're a Minnesota local, we highly recommend checking out the trees on the Mississippi, they're spectacular!

Some highlights from the past month:

  • Maren Stibbe joined us as intern, we're so excited to have her aboard!
  • We attended the Loons game to cheer on the MN UFC, thanks to the culture committee for an awesome event⚽️
  • We attended St. Olaf's fall recruiting showcase and met a large group of inspiring students!

And with that, it’s time to jump into the latest search marketing news. We have Semrush split test case studies, Tom Critchlow thought pieces, and much more. Let’s get started!

How to Make an SEO Strategy

By Tom Critchlow, SEO MBA

Key Takeaways:

  • A collection of tactical recommendations does not make an SEO strategy. Instead, an SEO strategy is a “wrapper” that communicates the purpose & business case for those recommendations.
  • A good strategy has three critical components: a diagnosis, a guiding policy, and coherent action. All three are important in successfully framing a recommendation and gaining buy-in.

Why it Matters:
We’ve written about our approach to developing outcome-driven SEO strategies and Tom’s advice is in the same vein. A true SEO strategy contextualizes the tactical recommendations by communicating how they’ll advance the client towards their desired business outcomes. When you do this, you’re laying out a vision that all parties can align on and showing the value that your strategy will drive. You’ll find it much easier to gain buy-in from key stakeholders with this approach.

How to Think About Video & SEO

By Kevin Indig

Key Takeaways:

  • While embedding videos may not have a direct impact on rankings, video is still a useful tool in the SEO’s toolkit
  • Embedding videos and using Schema markup can help video thumbnails show up in SERPs, often improving click-through rates
  • Video carousels are showing for an ever-increasing number of search terms. Publishing videos helps to increase your odds of showing up for these terms
  • In addition to the SEO benefits, videos can be an excellent way to grow brand awareness

Why it Matters:
Does video help SEO? While it seems like a simple enough “yes or no” question, Kevin Indig helps us understand the nuance behind the answer (don’t worry, we’re not going to say “it depends”). Instead of thinking of video as helping you rank (it probably won’t), it’s more accurate to think of it as one tool among many that can help capture incremental traffic. And, on top of any potential gains in traffic, video has the added benefit of getting your brand in front of your audience in a way that many folks will find more engaging. Is it worth it to invest in video? Our answer, on average, would be yes.

Google is Making it Easier to Find Search Results From Reddit & Other Forums

By Karissa Bell, Engadget

Key Takeaways:

  • Google is testing a SERP feature that breaks out results from forum sites, such as Reddit, Quora, and smaller niche-specific forums.
  • These are being included for queries that might benefit from hearing people’s real, unique experiences or perspectives.
  • Authenticity is increasingly what searchers are looking for in an Internet crowded with disinformation and content that is ‘too good to be true.'

Why it Matters:
As more and more of the general public is made up of ‘digital natives’, people are more likely to deem things they read on the Internet as inauthentic. Many of us now see right through the positive, well-edited content on many websites when searching for honest opinions. For example, if people are searching for reviews of a specific product, they are increasingly aware that not only the brand’s website will talk about the product in a positive light, but other results in the SERP, such as affiliate bloggers, have incentives to do the same.

Searchers are increasingly looking for raw, authentic, and unbiased opinions on the Internet, and appending forum names like ‘reddit’ to the end to get these types of results is just the beginning of this new emphasis on Internet authenticity.

Why SEO is a Language Problem

By Adam Gent, the SEO Sprint

Key Takeaways:

  • Implementing SEO recommendations (or getting technical elements implemented for ANY team) hinges on communicating the importance and impact of your recommendations.
  • When you’re working with development or product teams, it’s CRUCIAL to get everyone on the same page by speaking the same language.
  • Developing a common language starts with the end goal, uses empathy, and involves lots and lots of documentation and expectation setting.

Why it Matters:

Speaking the same language avoids the “lost in translation problem”, the technical jargon, and immediate “no” from the team receiving the request. This helps everyone work together and share the same brain. If you’re starting with the end in mind, you can all come to the table and develop solutions that work with and for the betterment of the project.

If you think about this as a healthcare team for an individual, your end goal is to get this person healthy, but that involves people from physical therapy, any specialty doctors, their family doctor, maybe their dentist, who all speak different specialty languages. The two things that unite all these folks is the language of medicine and their desire to achieve a great outcome.

Come together with empathy and paint it done with common language for every team you work with, and you’ll always get your SEO tasks implemented.

SEO Split Test Result: Does Quality Content Work for Ecommerce SEO?

By Brian Moseley, Semrush

Key Takeaways:

  • Producing content for ecommerce sites can be challenging, often because it’s difficult to differentiate a product from the competition. It’s also difficult to prove if the content can be valuable.
  • Semrush defines ‘helpful content’ as content that is relevant to a product and will help expand potential organic searches.
  • Semrush’s split test shows a potential negative traffic trend when existing helpful content was removed from a product page, indicating that this type of content can be helpful for ecommerce SEO.

Why it Matters:


This article is timely, especially after the rollout of Google’s recent Helpful Content Update. As search engines evolve and Google catches up to SEO theory, we need to continue thinking about how to create relevant and valuable content for the people that visit our landing pages. While the results of this Semrush split test weren’t significant, the trend was still enough to conclude that Google may consider helpful content as a ranking factor, even before the update.

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Skye Sonnega

Skye Sonnega

Skye got her start in SEO and digital marketing while interning for a startup in 2020. At Uproer, she pioneered the SEO Analyst + Copywriter position and is the company’s first internal copywriter. After transitioning to a more SEO-focused position, she is passionate about finding ways to improve the way Uproer approaches content production.

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Dave Sewich

dave sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.