How to Prepare for SEO in the Future

Table of Contents

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

And just like that, it’s officially September. The days are getting shorter, the leaves are starting to change colors, and sweater weather is right around the corner. While this all may be true, if you’re local to the midwest like us, you’ll know the humidity and sun are here to stay for a bit longer.

It’s been an exciting past month for the team at Uproer! Here are some of the highlights:

  • Two of our fellow Uproerians, Jess Girardi and Abby Reimer, were featured in iPullRank’s 40 people who support the SEO community! Check out the list and see what fellow marketers are doing to uplift others.
  • Uproer welcomed a new SEO Analyst, Erica Koina. We are beyond excited to have her on board!
  • The Uproer team visited Van Gogh: The Immersive Exhibit (see photo below). It was so beautiful, and we definitely recommend Gogh-ing to this show!

Before we dive into this month's headlines, be sure to check out Nick Leroy’s brand new newsletter, the SEO Freelancer. This is a great resource for aspiring SEO freelancers seeking advice on how to take off. Now, onto the news:

How Can We Prepare for What SEO May Look Like in the Future?

by Mindy Weinstein, for Search Engine Journal

Key Takeaways:

  • SEO today is more than optimizing keywords, it has to do with understanding the searcher.
  • Search engines have become places to find quick answers. Instead of just focusing on keywords, we need to start creating content that directly answers those questions.
  • Local SEO will become more prevalent as customers rely more on map results.

Why it Matters:

SEO is constantly evolving, which means that in order to create a relevant and effective SEO strategy, we have to keep up with the trends. From a glance, optimizing pages for keywords is important. But as time goes on, anticipating changes search engines make will help us continue to rank at the top of search.

Why Comparison Pages are Great for Saas SEO Strategy

by Ross Simmonds, for Foundation

Key Takeaways:
  • Customers are increasingly savvy at using online resources to evaluate SaaS products
  • Comparison pages are an excellent way to meet these customers where they are
  • By capturing this bottom-of-funnel traffic, SaaS companies can own the narrative and drive sales

Why it Matters:

If you’re a SaaS company, odds are you have competitors (if you don’t, congratulations - you have a monopoly!). Customers know that, for every SaaS product they’re considering, there are competitors that may offer a better/cheaper/stronger/faster version. It’s only natural that they’ll take to Google to find product comparisons that answer their questions.

Comparison pages are nothing new when it comes to landing pages for paid search. However, many companies ignore the opportunity to create organic landing pages (and even video content) that target these same keywords. By creating honest comparison and alternative pages, SaaS companies have the opportunity to capture highly motivated, bottom-of-funnel traffic. And because these landing pages are catering to brand vs. brand keywords, there’s no reason to worry about advertising for the competition; these users already know your competitors exist.

The Case for Advertising on Search Engines Other Than Google

by John Smith, for Search Engine Land

Key Takeaways:

  • Google makes up over 90% of the global search engine market, and that sheer size often leaves smaller, newer search engines to squabble for a mere 2-4% market share.
  • As search marketers, our demand for ever-higher search volume makes us partly responsible for the lack of competition within the search engine space.
  • If we want to see a search ecosystem with more competition and a wide range of engines to choose from, we should explore marketing on smaller search engines like Ecosia and Brave Search.

Why it Matters:

In this article, our very own Paid Media Analyst, John Smith outlines why we owe it to ourselves -- and our clients -- to do more than “look into” smaller search engines. By leaving these platforms on the margins as we chase the volume dragon on Google, we deny them the tools and resources they need to grow. And we keep ourselves beholden to Google.

Our big takeaway is: if we want a more diverse field of search engine options, search marketers need to help make that happen. We need to leave dedicated room in our budgets to test these platforms, knowing that volume might be lower, and it might be hard to scale. And we need to do our research, connect with reps from these companies, and explain their value to our clients to spread the word. Without that, Google stays at 90% market share, and we miss out on the chance to grow and understand that, contrary to popular belief, search is more than just Google.

The 3 Stages of SEO Career Development

by Kevin Indig, for

Key Takeaways:

Building a career in SEO will take you through several distinct phases marked by milestones, like:

  • Early: LEARN! Especially by reverse-engineering the successes of competitors
  • Mid: Decide if you want to be a manager or remain an SME
  • Advanced: Develop your leadership skills

Why it Matters:

If you want a career path with consistent advancement and fulfillment, there’s nothing more important than setting goals for yourself. For these goals to work, they must stretch you but also be attainable given where you’re at in your career.

Kevin walks through the stages he’s experienced - Early, Mid and Advanced - with recommendations for what you should be focused on at each.  If you’re feeling stuck in your career or just want to be sure that you’re moving in the right direction, we strongly suggest giving this article a read.

Other Interesting Stories:

Free Tool of the Month:

Superpath created a Slack channel to connect people who work in content. Join for free to hear and share different perspectives, experiences, ideas, questions involving all things content-related!

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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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SearchLite - Don't Sleep on Category Page Content

This month’s SearchLite intro was written by Content Manager, Skye Sonnega Hey everyone, We recently livened up this dull Minnesota winter with two fantastic additions to the Uproer team! Eric Davison joined as a Senior SEM Analyst, and Jenny Hudalla joined as a Content Specialist. These folks are bright, hardworking, Minnesota-local, and coming in

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Sr. Manager, SEO & Operations

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.