Roy E.S. Martina ⛷ SEO and Digital Marketing

SEO Pro Tip: Make your content cite-ready. Add dates, numbers, definitions, and primary sources. Create a section that answers “what changed” and “what to do next.” That is the part that earns references.

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There’s a hidden $30k tax most ecomm brands pay for SEO. Here’s how it works and how to avoid paying it. It’s called the “figuring it out” tax. 6 months and $30k+ later, your SEO agency finally knows what works. You just paid for their education. This is called the "figuring it out" tax. Most ecomm brands pay it without realizing. Here's what it looks like: Your agency is:  🚫 Learning your industry on your dime  🚫 Testing random tactics to see what sticks  🚫 Doing long drawn out audits Meanwhile: $5k/month disappears. 6 months = $30k+ of throwing spaghetti at the wall hoping it sticks. The difference: Inexperienced: "Let's take months on technical audits and research, then complete these check box deliverables..." Experienced: "Here's what’s worked countless times. Let’s execute." Before hiring any SEO provider, ask: "Have you grown [my type of business before?]" If no: You're funding their education. If yes with proof: You're funding your future growth Stop paying the "figuring it out" tax.

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Most agencies will tell you to publish more or die. That’s not strategy. The blunt truth is, volume without intent wastes budget. You get traffic that doesn’t convert and dashboards that lie. Do this instead. Three focused moves that actually work: • Map content to where buyers actually decide. • Prune existing pages before creating new ones. • Tie every piece to one measurable business outcome. The catch is to cut output, not quality. The work becomes clearer. Teams move faster. Stakeholders stop asking for “more.” P.S. What’s the worst SEO advice you ever followed? Tell me. #seo #searchengineoptimization #contentwriting #azharseoppc #azhariqbal #seooptimization

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PBNs can boost rankings. But for how long? Only until Google catches you. And Google’s SpamBrain flags 40 billion spam pages. Every. Single. Day. Think your PBN is invisible? It’s not. Here’s the problem: PBNs aren’t authority. They’re an illusion of it. They violate Google’s spam policies. They strip away trust. They invite penalties. And when a penalty hits? Your traffic doesn’t dip. It disappears. Because SEO isn’t about link quantity. It’s about link quality. Real authority comes from: → Content people want to share → Links you earn, not buy → A reputation you protect, not gamble Shortcuts feel fast. But rebuilding from zero takes years. So before you buy that next PBN link, ask yourself: “Would I still want this link if Google didn’t count it?” If the answer is no… That’s your warning. ♻️ Share this with someone who’s one shady backlink away from disaster. #SEO #techSEO #SEOservices #SEOconsultant #B2BSEO #LocalBusibessGrowth #LocalBusinessMarketking

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I had no idea so many SEO companies would hate my software AI Trust Signals… but they do...and not for the reasons I expected. Turns out, there are a lot of SEO companies doing bad work and not being honest with their clients. And when their clients finally ask hard questions, things get...well...interesting. Here’s a recent example (true story): A lady heard me speak, ran her website through AI Trust Signals, and her scores came back rough. She forwarded the results to her SEO company and asked for an explanation. Their response? “It’s a pile of $hit.” 💩 That was their technical analysis. (seriously, I'm not kidding) But it also triggered alarm bells for her. So she started digging. Eight weeks later, here’s what she uncovered: • GDPR violations • Her entire e-commerce section not visible to Google Shopping • Falsified SEO reporting • A laundry list of mistakes no competent agency should ever miss Her words to me: “You name it… it happened.” She fired the agency and is now fixing what was an extremely broken website. And the crazy part? I'm starting to see similar stories all the time now. When some SEO companies see a low score on AI Trust Signals, the default response isn’t curiosity… it’s defensiveness: “It’s trash.” “It’s wrong.” “Don’t trust it.” Anything to avoid accountability. Why? Because too many firms are still clinging to a world where everything revolves around ten blue links, “keywords,” and link-building spreadsheets. And that world is disappearing...fast. The day is coming when we’ll laugh at how we used to get information online. If you’re using an SEO company, don’t assume they��ve kept up. The shift from “rank me on Google” to “make AI recommend me” is rewriting the industry. Some agencies will adapt. Many won’t. Your job is to know the difference...before the market finds out for you. ----------- Your take? I'd love to hear your thoughts below. 👇

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Getting high-paying SEO clients  Mistake 1: Your niche isn’t obvious. Fear: If I niche down, I’ll lose opportunities. Mindset shift: If you’re for everyone, You’re for no one. Pick a lane: industry + problem + outcome. Thank me later 😊

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Most agencies get addiction treatment SEO completely wrong. They target high-volume keywords that drive thousands of visitors. And their clients love seeing those traffic numbers go up. But here's what really happens → TRAFFIC rarely converts to ADMISSIONS. Why? Because they target broad addiction information keywords: → "Signs of alcoholism" → "Drug withdrawal symptoms" → "[Insert Celebrity Name} rehab" These searches come from people researching addiction. Not people seeking treatment. Real treatment seekers use different search terms: → "[City] rehab near me" → "Insurance coverage for rehab" → "Same day addiction treatment" Your traffic might drop 80% targeting these keywords. But your admissions will explode. Because you'll attract people ready for treatment → not just research. Quality beats quantity. Focus on INTENT over volume. Target searches from people who need help TODAY. That's how you build a sustainable treatment center.

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3 tips to improve product pages: 1. Manage discontinued products thoughtfully to avoid SEO pitfalls. 2. Create static, crawlable category routes for better indexing. 3. Ensure product descriptions are accessible to all users.

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The SEO Audit Framework That’s Saved My Clients Thousands of Dollars (and their sanity) SEO audits don’t need to be 80-page PDFs packed with fluff and jargon. Over the past few years, I’ve trimmed mine down to a 4-part system that gets right to the point and drives actual results whether you're a SaaS founder or a niche content brand. Here’s what I look at every time: 1. Traffic Quality Are you attracting people or just numbers? → I assess whether organic visitors match buyer intent, not just volume. 2. Site Architecture Can search engines crawl your site efficiently? → I check internal linking, crawl depth, orphan pages, and URL structure. 3. Content & Cannibalisation Are your pages competing with themselves? → I identify overlapping keywords, duplicate topics, and deadweight content. 4. On-Page + Search Intent Alignment Do your pages answer the question the user meant to ask? → I assess meta structure, content flow, and SERP match. I’ve used this exact framework to help a good number of blogs and by extension clients to regain and manage their content leading to ultimate success.. If your traffic has plateaued or your rankings don’t reflect your effort, let’s talk. 📩 You can send me a DM to book a mini-audit or consultation. Sometimes, one hour is all you need to see the cracks and start fixing them too 😄

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I once helped a local service business outrank national brands in 7 days. And here’s the part most SEO agencies won’t tell you: You don’t need more blogs. You need to fix the pages Google already loves. Let me show you how. Step 1: Trust Google’s data, not your gut. → Open Google Search Console → Export the last 3 months of data → Filter for your local service pages → Sort by highest impressions These are the pages Google wants to rank, but isn’t Because people aren’t clicking. That’s your goldmine. Step 2: Outsmart the Top 3. Take the top 3 pages already ranking for your keyword. Analyze each of them carefully including things like: → Schema → Mentions about local places → Connected cities → Pin codes → Geo-tagged images → Internal links That’s where the edge lies. Step 3: Apply the missing pieces. → Go to your underperforming page → Add the missing content, FAQs, sub-sections → Tweak the headers, reframe the intro, and update the structure Google rewards completeness and freshness. Pass some local signals too. Voila! You just made your page 10x more valuable than what’s ranking now. Most local businesses wait weeks for SEO results. We’ve done this for clients and seen traffic jumps in DAYS. You don’t need hacks. You need clarity + execution. Repost to help someone stop burning money on blog posts no one’s reading ♻️ And follow Kapil Ochani, for all things SEO. #SEO #SearchEngineOptimisation #SEOcontent

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Dear fellow SEO coworker... If you have questions about your client's industry don't be afraid to ask details. You are not obligated to know everything about: - health insurance softwares or - eye diseases of horses or - the 7 different kinds of trucks Your client must provide the insights of the industry. After all, you are a humble SEO specialist, not Wikipedia. #searchengineoptimization #seo

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Stop wasting money on Local SEO blogs that don’t bring you a single lead. → Let’s be real. Most local business owners think “posting blogs = better rankings = more calls.” ↳ That’s the biggest lie agencies have sold for years. They’ll happily take $1,000/month to write stuff like: → “5 Tips to Maintain Your Plumbing System” → “Top 10 Summer Lawn Care Hacks” Sounds nice on paper. Looks fancy on the website. But guess what? Blog readers aren’t buyers. The person reading “How to Fix a Leaky Faucet” isn’t looking to hire you. They’re looking to DIY it. The person searching “emergency plumber near me”, ↳ That’s your buyer. That’s who’s ready to call right now. Different intent. Different mindset. Different SEO strategy. So does that mean blogs are useless? → Nope. They just don’t do what you think they do. Here’s what blogs actually help with; Internal Linking Powerhouse ↳ When done right, blogs connect your service pages and city pages. ↳ This helps Google understand your site structure, and pushes your money pages higher in search. Topical Authority Boost ↳ Writing about real problems you solve (like “Why Your Water Heater Keeps Failing”) tells Google you actually know your stuff. ↳ It strengthens your relevance, not your phone calls. That’s the truth most “SEO experts” don’t tell you. Because selling 8 useless blog posts is easier than doing real local SEO; → optimizing your Google Business Profile → building service + location pages → earning reviews → improving local relevance That’s what brings calls. That’s what drives leads. That’s what grows local businesses. Stop paying for vanity content. Start investing in visibility that converts. → If you want help building a Local SEO & Google Business Profile strategy that actually brings calls, not just clicks. DM me “LOCAL” and let’s talk.

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The fastest way to waste an SEO budget is to start with a task list. A client once asked me why their traffic graph was flat. They’d been “doing SEO” for 12 months. Hundreds of tickets shipped. Nothing changed. So I asked one question: “Which of those tickets made you money?” Silence. Then someone said, “We don’t really track that.” That’s the problem. Most teams use SEO data to validate activity, not guide decisions. They celebrate traffic spikes instead of profit lifts. They track clicks, not confidence. When we reframed their dashboards around conversion potential instead of total traffic, their priorities changed overnight. Half the roadmap disappeared. The remaining half started to deliver impact. The graph moved six months later, not because we did more, but because we finally stopped doing what didn’t matter. Uncomfortable SEO truth: You don’t need more data. You need better questions.

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I saw a comment recently that stuck with me. "If you're still hiring for 'years of SEO experience', you've already lost." And it’s true. There’s no shortage of people overselling their experience   While quietly producing mid-level, forgettable results. Vanity reporting is still alive and well. → "We published 14 blogs this month."   → "Impressions went up 15% MoM."   → "Traffic increased by 10%." Cool. But what's actually converting? What moved the needle in the pipeline or revenue? This is 2025.   SEO is not a content factory anymore.   It’s a fast-moving, deeply technical, business-first function. If you're hiring an SEO today, ask this instead: → How are they adapting to rapid change?   → Are they leveraging AI to speed up analysis and execution?   → Do they understand business KPIs, not just CTR and impressions? The best SEOs today are not just content people.   They’re part strategist.   Part technologist.   Part operator.  They understand how to plug into your funnel.   Not just rank you for a keyword.  They use AI tools not to *automate garbage faster*   But to enhance signal detection, validate assumptions,   And move from analysis to execution in hours, not weeks. They don’t give you fluff.   They give you context.  → What changed in the algorithm   → What’s causing performance gaps   → What decision needs to be made next   → What’s worth scaling and what’s just noise These are the questions modern SEO professionals are answering daily.   Not “how many blogs did we ship this month”. If your strategy still lives in 2018, you’ll get 2018 results. Your hiring mindset has to evolve too.  

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I’ve noticed something interesting... (*Reads on. This is NOT interesting.) The folks I work with fall into two camps: 1. The business that never tried SEO 2. The business that did, but got disappointing results The first camp is the easiest to deal with. I get to tinker with websites that are blank slates—a fresh SEO canvas. Most of these business owners aren't SEO savvy, so it's clear what language I use and how I present the issues and solutions. The second camp is way trickier. These business owners have tried SEO, but it hasn’t worked. They may know why, but they often don't, so they're begrudgingly trying again. In this scenario, clients are sometimes familiar with basic SEO, so explaining gets interesting. As I’ve said before, I don’t know what folks know, so I assume they don’t know anything—not in a condescending way but in a way that guarantees they understand everything. The second camp is a bit sensitive. Whatever they paid to have done hasn’t worked, so they're rightly pissed off. SEO can be very emotive (apparently). These clients experience all five stages of grief: denial, anger, bargaining, depression, and finally, acceptance. And once they accept that SEO isn't the problem, something else is, we can put things right. If any of this sounds like you, DM me. Or take a look at my off-colour emails: https://lnkd.in/evNtixKk

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Everyone's talking about AI and SEO. But one thing I don't see anyone talking about right now is Schema. A current client has struggled previously with being on Page 2 for a competitive keyword. The Keyword: IRS Fresh Start Program. They've been adding backlinks for months without seeing any results. They also trusted Yoast to automatically add Schema in for them. However, they had video content, reviews, and local Schema missing from the page. Schema is a powerful way for search engines to see the information you want them to and it takes away the guess work. I simply added in the Schema, updated some on-page H Tag Structure and BOOM. Finally broke through on Page 1. Sometimes, the basics are all you need. Don't let others fool you into thinking you need hundreds of backlinks with no content optimizations. Are you struggling to hit page 1? DM me to see how I can help. :)

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