Editor’s Note: Hey, hey! Our team at Blackwood has launched a podcast called The Big Brand Theory! This episode, our host, Kyle Johnson spoke with Chris Siebeneck, an SEO expert at SEO Werkz, who has watched the industry grow into what it is today. Here’s what they shared.


“SEO is earning the spot on Google by being the right answer."


Your business should always aim to be the right answer to any of your customer’s questions. The question you’re aiming to answer is really important. Remember, when someone looks something up on Google and doesn’t find the answer they’re looking for, they assume that the question they asked was wrong; they don’t assume that the answers weren’t up to par. Be the answer to the highest quality questions so that you can be found by those who are searching.


Google should be your focus. Google has proven to be the smartest search engine with the most advanced algorithm. Chris was sure to emphasize to not aim for other search engines like Bing or Yahoo. If your Google is up to par, all the others will follow. 

Optimizing your SEO on Google



Not everybody is good at everything. It is important to have designated people in designated positions. Whether they’re a programmer, writer, or strategist, make sure that each piece of the SEO puzzle is covered by an expert in that field. 

 That being said, here are some things to think about:

Fixing SEO on Google

1. Make Content for Consumers and Google

“Write for the consumer first then ad in all of the Google best practices.”


When making content, it is easy to assume that directing it to your consumer is the best bet. Well, that’s sort of correct. In the SEO world, it is important to write content first for consumers and then write the content for Google. 

Your content should be like an encyclopedia entry. It should answer your consumer’s question while also telling Google where exactly to direct people. Make sure you limit the answer to one page so Google knows where to land, then you can add different pages with more information for the consumer. Think back to your goal and help Google figure out where you want people on your website. 


TombStone in graveyard

2. The Ranking Race

You have to be on the first page of Google results. Top 5 is best, top 3 is phenomenal. Chris often makes the joke:

“Where do you hide a dead body? Page 3 of Google results because nobody goes there.”


Now, this change in ranking doesn’t come overnight. You should track your rankings on a month to month basis. Keep in mind that Google indexes regularly, so it is wise to regularly update your content to continually improve your ranking. In organic ranking, you should be able to be found in search results from anywhere if your content is optimized. 

Remember, be the best answer to your question!

3. Traffic, Metrics, and CRO

There are many aspects to traffic. Overall, look for ranking changes that create high-quality traffic. The best traffic is the traffic that wants exactly what you have to offer.

Time lapse of traffic during rush hour

Paid vs. Organic Traffic- what should I focus on?

A lot of traffic metrics are industry-specific in SEO. When it comes to paid vs. organic traffic, what you want is also often industry-specific. Including both is optimal, but if you don’t have the spend for it, focus on who you’re trying to reach.

If your offering has an investigative nature, it might be wise to lean into organic traffic. If you’re an emergency plumbing company that services people in emergency situations with major distress, paid traffic would most likely be your solution. 


Focus on attracting the right people to your website.

“Make sure your key words have the right search intent.”


The best traffic is the traffic that wants exactly what you have to offer. Ensuring that your key words align with the right search intent is crucial on attracting the right type of traffic.

Make your content “sticky”.

Overall, your web team’s goal should be to make the content sticky. Give people an idea of what to do next so they don’t feel lost and click off. Make it obvious what you’re asking the consumer to click next. Avoid the idea that the most clicks mean you are performing the best. Chris says in the podcast:


 “Aim not for the most clicks but for the best clicks.”


Hand holding light bulb


Finding a starting place is easier than you think. Assessing where you’re at is a great place to start.


  1. Ask yourself- where are we at? What work needs to be done?
  2. Set a goal and make a plan.
  3. Take the steps; progress will come to those who are patient.
  4. Call Blackwood Creative to help you optimize your SEO. It’s what we do.

If your current marketing strategy just isn’t cutting it anymore, you’ve come to the right place. Our team of experts here at Blackwood Creative would be more than happy to work with you and help you meet and exceed your business goals. We’re in the business of building remarkable brands – yours could be next. Reach out to us today!

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