30-second summary:

Title optimization of articles, blogs, or webpages is critical to get traffic and earn money from Adsense and affiliatesThe standard advice is to stick to one keyword phrase per page to maintain strict relevance and avoid getting penalized for keyword stuffingAdding extra related keywords, however, apart from the modifiers and words to create a sensible title has the potential to get more traffic to websitesHere are some good insights and tips on how you can optimize your keywords titles

Optimizing titles of articles, blogs or webpages is critical for getting traffic and earning money from Adsense and affiliates. The standard advice is to stick to one keyword phrase per page to maintain strict relevance and avoid getting penalized for keyword stuffing. But adding extra, related keywords, apart from the modifiers and words to create a sensible title, has the potential to get more traffic to your site.

In this article, I’ll review, my own experience in crafting carefully multiple keyword titles.

Keep the title short – one keyword phrase to a page

As a golden tip, start targeting individual keywords on separate pages and use multiple pages for related words. General landing pages for mixed or general topics generally will not work because you will not be able to compete for popular single keywords without adding phrases for longtail titles. The general advice is that you should keep the title short (less than 70 characters) and only target perhaps two or three primary keywords that are highly relevant to the content of the page and its objective. You can of course develop long-tail keywords that include your primary keywords plus a series of modifiers to make a ‘sensible’ title that makes sense to humans and the test the bots use to evaluate your sites.

void keyword stuffing

There is a lot of information on the dangers of keyword stuffing, which means over-use of your keyword or keywords in the title, description, and the body copy. Google invokes a penalty for keyword stuffing, though the threshold keyword density is not exactly known. There are various tools for counting keyword use frequencies. Keyword Density is simply measured as the relative number of times your search term (Keyword or Keyword phrase) occurs as a percentage of the total number of words on a given page. The ideal Keyword Density must not be greater than 5.5 percent. But various search engines have different thresholds before they apply penalties. Reasonably, high Keyword Densities can help boost page rankings but you don’t have to overdo it.

Keyword Density can be boosted by using your keywords repeatedly in the:

Title tagHeader tagComment tagBody tagAnchor tagImage tagAlt tagDomain name, andParagraph tag

Another general piece of advice for titles is not to exceed using the identical keyword in the title more than twice.

How Google and other search engines crawl and rank your keywords in the title

It is not widely understood, but Google and other search engines register and rank every individual keyword in your title and every combination – including various orders and positions for the keywords. Although there is a priority for phrases with the keywords in the order they are in the Title, and for words that appear first, Google will register all the keywords and phrases and derive a ranking for them.

Dilution of the weight of the keywords in the title

Google also appears to regard long titles as more likely to be Spammy (especially very long titles). Longer titles may also appear keyword-stuffed. Research has shown that the first keyword in the title has the highest weight; the second keyword has somewhat less weight and so on. By adding more words you may dilute the weight applied to each of them. For targeting two-word searches and phrases, it is important to keep keywords close to each other and in their ‘natural’ order. Try to match the likely order of the terms in the search phrase, to the order in the title.

Use multiple keyword phrases multiply your traffic

If Google derives a rank for all the words in the title, surely, by including two or three keywords rather than one will be more likely to get more traffic. The traffic for each word should add up and multiply. Understanding when this is appropriate and when it is not is the crux of optimizing titles. As explained previously the weight or value of the keyword appears to fall rapidly as you move from the first word to the last. More keywords appear to dilute the weight given for each word. Also, there is the important issue of relevance. Your page may be penalized if the words you use are not highly relevant to the content of the page.

The key aspect is competition – only use a single phrase if the competition is high

If there is a lot of competition for a keyword then it is best to only use a single keyword or phrase. Stick to the keyword phrase you have found using the Google Keyword Planner for use in the title. You know the statistic and competition for that exact phrase and it is unwise to fiddle with it. Various tools can be used to estimate competition for the phrase and the likely traffic. The Keyword Research tool shows how even minor changes in the phrase can dramatically affect traffic and competition.

If the competition is high you have to maintain the strength of your page and title to compete. Adding extra phrases will dilute the weight applied to the keyword. You will be competing against pages that are likely to be strongly targeted on that keyword phrase as well. You could lose the battle if you don’t have that singular, highly focused title for the keyword.

If there is moderate competition enrich your title with more keywords

For moderate competition, there are several ways you can go to use multiple keywords in the title.

1. Use two or more Modifiers

The solution to not duplicating the keyword is to add one or two extra modifiers or action words. If you look at the competitive keyword phrases shown by the Google Keyword Tool you will often find that two phrases look promising that both contain the primary keyword or phrase.

[action word 1 keyword] + [keyword action word 2] = [action word 1 keyword action word 2]

Let’s say, for instance, you are after a keyword title for your article about Green Tea health benefits and you want to use a longtail keyword narrowing the search to extracts. The obvious solution is:

Health Benefits of Green Tea Extracts

This provides a title for four phrases

Benefits of GreenHealth Benefits of Green TeaGreen Tea ExtractsHealth Benefits of Green Tea Extracts

Another example is a title about Professional Make-up Artists

Reviews of Professional Make-up Artists + Make-up Artist Portfolios = Reviews of Professional Make-up Artist Portfolios

This makes the title target four phrases in one:

Reviews of Professional Make-up ArtistsMake-up Artist PortfoliosProfessional make-up artist portfoliosReviews of Professional Make-up Artist Portfolios

In both cases, this very simple tactic makes it possible to create a short concise title that is enriched by optimizing it for more than one key term and narrowing down your target audience. Perhaps your article is about creating portfolios and how to find and review make-up artists and this title targets these keywords. Of course, it is often hard to find word combinations similar to these and it emphasizes that title design is a real art. These examples also show how the use of action keywords and modifier phrases to target buyers who are ready to buy, which will fulfill the aim of your website.

2. Long tail action based keyword choices

Long-tail titles using action words are generally more effective, as action-based queries usually attract users that have already got their credit card out and are hungry to find what they want and to buy it. Targeting your audience will lose part of the potential audience but the ones you have filtered for will be more likely to buy.

The role of SEO title optimization is to enrich the keywords in the title that potential buyers might use when conducting a search to target the group that is interested in your product or services.

The best strategy is to build the longtail keyword title, not by using poorly selected action words as modifiers, but by researching the action words and phrases as well for maximum benefit.

Combine competitive keyword phrases to enrich the title

The Google Keyword Planner Tool might show two promising keyword phrases essentially related to the same topic. Let say, for instance, that you are trying to market green tea extracts using their health benefits, particularly to help people having issues with losing weight. The Google Keyword Planner Tool shows three competitive phrases

green tea health benefitsgreen tea extractgreen tea health benefits for weight loss

These phrases can be combined in ways that retain the order of the words (with green tea as the first phrase) but allow all these phrases to work in your title.

For example

Green Tea Extract: Health Benefits for Weight Loss

This longtail keyword is optimized for all three competitive phrases.

The ideal separator for two phrases

What is the ideal separator when using multiple keyword phrases? It does not really matter. You can use a pipe (|), a colon (:) a dash (-), or a comma (,)

However, don’t use the underscore ( _ ) as search engines don’t recognize it as a separator. These characters have no ranking benefit, but they help make your title readable.

Dealing with plurals and synonyms

In some cases, you may want to expand the keywords in the title to include plurals, synonyms, and other expressions for your topic. For example “architect supply”, “architectural supplies” and “technical drawing equipment” essentially deal with the same topic. You will need to craft the title to include these variants if you can.

For example: “Architectural supplies: Technical Drawing Equipment for Architects”

One of the potential dangers with targeting a single term in your title is that it creates a tendency for over-optimization, even when it’s not intended. You may use that single keyword everywhere on your page. If you include variants this is less likely to happen.

Don’t overdo it!

You need to be careful because adding more keywords can mean that each of them will have less and less impact. The more you try to stuff extra keywords into the less natural it is going to sound. For example, if you use the following title it will appear in the search results as –

Cheap Coffee | Gourmet Coffee | Ground Gourmet Coffee

Google won’t like it as it will be interpreted as keyword stuffing. Your potential customers won’t like it because they will see it as unnatural and likely to provide useless promotional material

Much better would be:

Low Price Ground Gourmet Coffee and Fresh Roasted Bean Suppliers

Which version looks better in the search results? Which one is less likely to be seen as keyword stuffing and deception?

If you have a keyword ‘Recycling Information – How And Where To Recycle

What if you want to optimize an article for the keyword “Recycling Tips” as well?

You could build a title such as

Recycling Information – Recycling Tips – How and Why Recycling is Better

But this is clearly keyword stuffing and Google will probably penalize it.

A better option is

Recycling Information – Tips, Tricks and How to Recycle

You can see that your second keyword recycling tips is in the title, but with the keyword word information in between. This will be slightly less effective but Google will still list you page for the keyword Recycling Information – Tips. If you look at the search results where the matching keywords are shown in ‘bold’, you will notice that this often occurs even for pages that appear high up in the search results.

Final thoughts

Building traffic is important, but it is conversion rates that really matterThe keyword “tail” should not “wag” your dog (marketing strategy). Keep the focus on the major keyword and keep it at the front of your title.Use association and keyword matching to group keywords. Rank your potential phrases for search popularity, but make sure you can compete for them and cascade down by adding modifiers to build a longtail title that will work.Never forget that a human user will determine your conversion rates, not the search enginesYour titles must be readable and appealing

If you do all this along with writing high-quality content intended for people and optimized for Google, your articles, blog, or webpages will suddenly be ranking for multiple keywords with high conversion rates. You may even end up being in the first spot for a keyword that was never your main focus.

Jacob M. is a copywriter, marketing blogger, inbound marketing consultant, and founder of Write Minds. He can be found on Twitter @jmcmillen89.

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The post How to optimize keywords and SEO titles with popular keywords appeared first on Search Engine Watch.

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30-second summary:

There are ways to save and optimize your SEO budget, here’s howStart with creating an “at a glance” report comparing your competitors’ key metrics. Find interesting trends to look further into!Analyze and monitor your competitors’ online sentiment and customer satisfaction. How can you become better than your competitors?Identify your competitors’ marketing priorities by looking at their competitors’ PPC tactics. Note their branded keywords they are bidding on: what do they consider their competitors?Research your competitors’ branded questions by analyzing “People Also Ask” and monitoring tweeted questions from their customers and brand ambassadorsAnalyze your competitors’ social media marketing tactics: what can you learn from these and which should you avoid?

1. Competitors at a glance for domain analysis

You can never have just one competitor in the real world. In some niches, you’ll end up with ten or more competitors that need your attention. Where to start?

This is the section I usually start my competitive report with: competitors at a glance which is a chart letting me easily compare my competitors.

What should be included in this section?

This section includes any metrics that would allow you to spot some key trends:

How new or old is this competitor?How many backlinks has your competitor managed to acquire?What’s their website traffic?How large is the website?

Seeing all these numbers side by side often allows you to see important niche patterns or spot some interesting cases to explore further. For example, you can identify a new competitor that nonetheless gets a lot of organic traffic. Or you can find a competitor with fewer backlinks that managed to build solid web visibility. These are both good cases to learn from.

Here’s an example of how I use an “at a glance” method for my competitive research that is also color-coded based on how successful each competitor is (green showing very good numbers). 

Source: Screenshot made by the author

2. Online sentiment and customer satisfaction

How happy are your competitors’ customers? Is there an opportunity for your product here? Is there a particular feature or aspect that makes your competitors’ customers unhappy?

Knowing why your competitors’ customers are unhappy helps on many levels, from learning the mistakes you need to avoid, to developing a better product that covers a niche gap.

So why do so many competitive reports fail to include this section?

And that report is pretty easy to generate. Sentiment analysis and monitoring are doable with some advanced social listening that dives into the segmentation of consumer sentiment.

Source: Awario

3. PPC keywords

Most competitive reports include organic keywords and positions but how about PPC keywords? 

Whether you are planning to invest in paid ads or not, knowing your competitor’s PPC keywords will help you understand what they are focusing on. It’s a smart way to understand high and low competition keywords without having to spend your own dollars.

When looking through my competitors’ PPC keywords, I always pay attention to their branded keywords. Firstly, it shows the competitors they as a business take seriously. And second, this may inform my own PPC decisions as there’s a solid case for bidding on branded keywords because they tend to have high intent and are often cheaper.

Here’s an example of a branded keyword report from Ahrefs. Notice the ‘Traffic’ column estimating the number of clicks a particular PPC keyword is bringing to the target site:

Source: Screenshot made by the author

4. Branded questions

Niche question research is useful on many levels but have you ever given a thought on how useful it is for your competitive research? Questions people ask about your competitors will give you valuable insight into:

Your competitors’ drawbacks (and how you can practically fill that need gap in the market)Your customers’ failures (and how to avoid them)Your target customers’ journeys (and how to best approach them)

When it comes to understanding your niche buying journeys, Google’s People Also Ask results, also known as ‘intent questions’ help you understand and visualize all the different paths consumers are taking when making their buying decisions.

Source: Screenshot made by the author

Always take note of the “People Also Ask” results when searching for your competitors or their products. These help you better understand your target customers’ interests and research styles throughout their buying journeys.

Source: AlsoAsked

You could also use some freemium-based tools to keep track of questions your competitors’ customers are asking in real-time, use Twitter question search which can also be monitored through a free app called Tweetdeck. Create a new column in your Tweetdeck to monitor this search term:

[competitor ?]

Make sure there’s a space in between your competitor’s brand name and the question mark.

Source: Screenshot made by the author

5. Your competitors’ promoters

Who are your competitors’ most vocal promoters? Can you get them on board to promote your brand instead? Or how did your competitors manage to win their love?

Your competitors’ friends are not your enemies. These are people who may fall in love with your product or agree to collaborate on similar or better terms.

Checking your competitors’ backlinks is the most popular way to find their promoters but it seldom includes people behind those links

Social media is another great place to look for your competitors’ promoters.

6. Social media content

Are your competitors using social media to find and engage your customers? There are some lessons to learn there as well.

You can run a solid analysis of any Facebook page engagement metrics which you can use for your competitive report:

Source: Screenshot made by the author

Conclusion

Competitive research is much more than tracking your competitors’ organic positions and checking their backlinks from time to time. 

It can give you a lot of insight into your target customers, their struggles, and buying journeys, it can teach you to build a better project and identify niche gaps. Finally, it can help you identify mistakes to avoid and build a stronger business. Good luck!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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30-second summary:

The PageRank still exists and here’s a deeper look at how Google’s Reasonable Surfer Model plays a key roleA well thought linking strategy both internally and externally for your ecommerce site can amplify search visibilityGoogle expert, Susan Dolan and Founder of leading agency NOVOS, Samuel Hurley share an ecommerce SEO guide ahead of the holiday season

PageRank is a patent Google introduced, which used links to help determine websites rankings in the SERPs. The algorithm was named after Google founder Larry Page.

The original patent has not been renewed and has since been updated by other algorithms, which work to achieve the same goal. However, by understanding the fundamental principles, we can better understand how to position our eCom sites to drive traffic and revenue.

PageRank key concepts

PageRank is passed between websites through links and can be distributed through a single website with internal links.

Some pages have a higher PageRank than others and thus can pass on more PageRank to pages they link to. When a page links to another, a dampening factor is applied. The original patent set this as 0.85 – so a page with a PageRank of one, linking to another page would pass 0.85 PageRank.

Key update: the Reasonable Surfer Model

Google’s Reasonable Surfer Model indicates that a link that is more likely to be clicked on will pass more PageRank than a link that is less likely to be clicked on. This is determined by a whole host of factors, including font size, color, and anchor text. However, the position of a link on a page is also something that we often have control over as SEOs and that we can, therefore, leverage.

Here is a simple, rather crude representation of how certain links will pass more/less PageRank based on the prominence of a link and how likely it is to be clicked on.

Build external links through to key pages

As linking pages pass PageRank, it stands to reason that we want to generate backlinks to key pages that we want to rank. For most ecommerce sites, the pages that rank for the highest volume and most revenue-driving keywords are category pages.

Wherever possible, we should therefore look to use tactics that support link building through to the pages that drive revenue, which for most sites looks something like:

Category pagesProduct pagesHomepageBlog posts

This is obviously easier said than done. Practicing these tactics with an overall aim to drive PageRank to your key pages. This reduces the dampening factors at play.

How to get past this

One common way to bypass this difficulty in building links to category pages is internally linking to key category pages we want to push from blog posts/Digital PR pieces that then get links themselves.

Although the PageRank passed to the page we ideally want to rank will undergo a dampening factor, this can still be more beneficial than failing to get any links at all to your target page.

It is worth considering how relevant the category page is to the blog/PR piece it is being included on, as well as where the links are placed on the page, being mindful of the impact the Reasonable Surfer dampening effect can have.

1. Build links from pages with high PageRank

As any Digital PR will know, high authority pages or pages that have lots of PageRank to pass onto your own site are some of the most sought-after links to attain.

Most of the time, this is actually viewed at a domain level, however as is demonstrated in this great review of how PageRank works by Majestic, a domain that should theoretically have a high PageRank can actually be significantly decreased at a page level by its own internal linking.

One caveat for Digital PR teams in this regard is not being too reliant on domain-level metrics as a proxy for links that pass a lot of PageRank and are thus good for ranking. Exactly which pages have high PageRank is nigh-on impossible to know, and although an over-reliance on third-party tools is never optimal, they may be the closest we can get to figuring out PageRank passed by a specific page, rather than a domain.

2. Build links from relevant sites

As part of the Reasonable Surfer Model, it suggests that a link is less likely to be followed if the links are unrelated to the document:

“This reasonable surfer model reflects the fact that not all of the links associated with a document are equally likely to be followed. Examples of unlikely followed links may include “Terms of Service” links, banner advertisements, and links unrelated to the document.”  (Source)

As a result, building links from sites that are of higher relevance to your own site, is likely to pass more PageRank.

3. Remember it is not just about the number of links

Due to how PageRank is calculated, the PageRank value passed by one site can be drastically higher than the PageRank passed by the culmination of 1000s of others combined.

This is why the reliance on the overall number of links can be misleading.

Use internal linking to spread PageRank

We need to consider a few different methods while identifying pages that will benefit the most from ranking and how you pass PageRank around an ecommerce site:

Link to pages you want to rank from pages that have high PageRank themselvesLink to pages you want to rank more frequently throughout the siteGive links to pages you want more prominently ranked

1. Link to pages you want to rank from pages that have high PageRank themselves

Pages that have high PageRank, from which we can assume to be the pages most linked to from external sites, can be used to pass PageRank to – 

Homepage linking

The best example of how you can do this is through the homepage. The homepage for most websites tends to be one of the most, if not the most externally linked to page on a site.

This means that in terms of PageRank, the homepage has the most to pass on to other internal pages.

By carefully selecting which pages you link to from the homepage, and therefore pass the high levels of PageRank to the key pages you want to rank.

2. Link to pages you want to rank more frequently throughout the site

Another method to consider is how frequently you link to the most important pages you want to rank.

Considering that each page can pass PageRank on – this stands to reason that if a page is internally linked to more frequently, it is likely to pass on more as compared to a page less internally linked to (although obviously influenced by the PageRank of the linking pages).

Therefore, you should be considering where you can add internal links to ensure that important pages are linked to more frequently, including:

Global navigation

Due to being outside of the main body content of the page, we can reasonably assume there is a dampening factor applied to links in the menu. However, given its role in navigation, this is likely to be far less than in the footer. 

Therefore, since the global navigation is, as the name suggests, linked globally from every page on the site, the sheer number of links that will be passing PageRank is likely to funnel to those pages included in the navigation. These should therefore be the key pages you want to be ranking.

Breadcrumbs

As long-time fans of breadcrumbs at NOVOS, their benefit of passing PageRank to key pages should not be underestimated, due to the frequency with which different levels of pages are linked to.

The benefit of breadcrumbs on ecommerce sites (outside of usability benefits for the customers) is that they pass PageRank up to the core pages that generally rank for competitive keywords. They are typically helpful to rank the categories.

Most ecommerce websites have a pyramid structure with the homepage at the top, followed by some core categories, an increasing number of subcategories, and lots of product pages. By implementing breadcrumbs on the site, you use the pyramid structure to your advantage (both SEO and CX wise). Since every product page will link up to its relevant subcategories and category, and every subcategory will link through to its relevant category.

In this sense, you distribute internal links as an inverse pyramid, concentrating the highest number (if we disregard the homepage) on the core categories that are the pages generally targeted for high volume keywords. In this sense, your ecommerce site stands a great chance of receiving large amounts of PageRank from internal links.

Product pages also generally are easier to build links to and also naturally generate them. The higher PageRank product pages can distribute upwards, the greater is the relevance – which implies lesser chances of suffering significantly from dampening factors.

Footer

Based on the Reasonable Surfer Model we can assume that the PageRank passed by footer links is significantly impacted by dampening factors. However, the fact that these links are site-wide may mean that there is some benefit to including important pages in the footer for the accumulation of PageRank.

3. Give links to pages you want more prominently ranked

As the Reasonable Surfer Model applied to the likelihood of a link being clicked on a page, it is therefore worth considering whereabouts on a page. This could also mean considering page templates in general links.

For example, in a content strategy, where multiple blogs are being written on a given relevant topic to support a category page, linking to the category page early in the article, with clearly related anchor text, is likely to drive more PageRank than right at the end of an article. On a case-by-case basis, this distinction may appear trivial, however, on an ecommerce site with hundreds and thousands of blogs, the PageRank passed in total may be significant.

Susan Dolan is a Search Engine Optimization Consultant first to crack the Google PageRank algorithm as confirmed by Eric Schmidt’s office in 2014. 

Samuel Hurley is the Founder of NOVOS, Global SEO Agency Of The Year 2020 and 2021.

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30-second summary:

Often SEOs and search marketing managers struggle to convey value to the board which hampers funding and support for relevant strategy implementationThere are three aspects you need to balance in order to win over C-suiteKevin Indig, Director of SEO at Shopify helps you navigate these crucial conversations

Your best ideas aren’t worth a dime without funding. What’s the key to funding? Executive buy-in! To understand how to get buy-in, you need to know your audience: the mighty C-suite.

Executives are busy, stressed, and care about three things and three things only – 1. Market share 2. Revenue 3. Talent. They want to know if the company is capturing more of the market, makes more money, and has the right people. Mind you, a healthy team and culture are part of talent.

So, whatever you need funding for needs to have a direct line to one of these three factors. Only a few projects can live outside of these and provide enough strategic value to be considered. Everything else gets a friendly head nod and then collects dust in backlog hell. Relevance is important!

But your success will also depend on strong storytelling. Think about it like packaging. A sports car needs a nice chassis, an iPhone needs a classy box, and your presentation needs a capturing narrative.

Designing a narrative

Stories are how we retain information. I’m not going to give you the whole spiel about how humans told stories around fire camps and painted the walls of caves. Let’s just say our brains still connect information with stories because they trigger emotions. We imagine ourselves to be part of the narrative. It even triggers certain parts of the brain – as if we were really in it!

Storytelling has two key components: a problem and a solution. The problem needs to be big, timely, and relevant. You don’t want to cut the problem definition short but take your time showing what the root issue is, its magnitude, and how it is connected to other problems. This is called issue framing. In the end, your audience should think “We need to take care of this right now!

Emphasize the problem with data or a strong construct of reasoning. The executives should be able to see the issue in one paragraph or on one slide without too much explanation. This is an important data visualization challenge. Problems often come down to a simple display or something not trending in the right direction or being too small/large compared to something else.

Seek to connect the issue to a larger goal of the organization or an existing problem. This is easier to grasp than dealing with a completely new problem. Plus, connecting your problem with another one has a carry-over effect of relevance. Suddenly, your point is top of mind.

The solution to the problem can be a set of prioritized actions or an outcome. Just like the problem, keep the solution simple. “Here are three things we’re going to do about it.” Show the time horizon and resources you need to solve the problem. You should be able to show one to three metrics to measure progress against the solution to give everyone an understanding of success.

This is how data and storytelling play together to lead up to a coherent narrative.

Building trust

Ideally, you gain the executives’ trust over time to get the point fairly quicker and not have to develop a full pitch every time. Trust comes from keeping commitments. Following through. Keeping your word.

That’s why one of the best things you can do after a successful pitch that leads to funding is to follow up with progress and results. Showing things turn out the way you said they would displays to executives that they can rely on you.

On the other hand, not following up can stick out negatively and lead to uncomfortable questions during your next pitch. Even if results are not coming in, reaching out and showing you’re on top of it goes a long way.

Emotions matter as much as data

By now, you’ve realized that getting C-suite buy-in depends as much on evoking the right emotions as it does on data.

Be careful with evoking too much fear, it can lead to paralysis and panic. Be careful with too much excitement, it can come across as naive and unserious. Aim for just the right amount.

One factor that helps is timing. Bringing the narrative up at the right moment means executives are primed to listen and be open to understanding. That could be annual/quarterly planning or when the company hits a pivotal moment, but also strategy shifts or personnel changes in the C-suite.

Another factor that helps, are advocates and champions of your pitch. Talk to someone before you pitch and ask them for feedback. When people co-create, they get invested in the outcome.

Kevin Indig is Director of SEO at Shopify. He is also the creator of Growth Memo. You can find Kevin on Twitter at @Kevin_Indig.

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