Houston's Internet Marketing Clinic

Companion article to the Internet Marketing Clinic, September 30, 2026. Presented by Beth Guide of Vertical Web with the Houston City College Center for Entrepreneurship and SCORE.

Everybody wants to know how to get their business into the AI answers. ChatGPT, Google’s AI Overviews, Claude and the rest of the “ask engines” are where a growing share of your customers start their search. They assume those answers are curated and neutral.

Here is the part most people miss. The AI engines are reading your website. If your website is not built right, you are not in the answer.

At our September clinic, we skipped the hype and went straight to the foundation: site structure. It is the least glamorous part of SEO. It is also the part that decides whether anything else you do will work.

The more things change, the more they stay the same.

Key takeaways

Back in the early days of search, a small shop in Houston selling Christmas ornaments could rank right next to the national giants. Search was a great equalizer. There was no need to buy ads to be seen.

AI search is opening that door again. If you get your website into the AI answers, you are in front of buyers who never scroll a list of blue links.

How you get there is your website. Links matter. Authority matters. But solid technical SEO principles will carry you most of the way, and structure is where technical SEO begins.

When we say “technical SEO,” it sounds complicated. It is not. It is how your website is organized, how your content is organized, and how all of it fits together from start to finish. If you can write a basic outline, you can do this.

The very first thing you should do is make a mind map of your website. It is the most important planning step you will take.

For years, students in our in-person classes got a big sheet of paper and a pencil and drew their websites out by hand. That still works. Today, an AI assistant can help you build a far more complete map in a fraction of the time.

Beth uses Claude Cowork, which runs on your desktop and works through a problem step by step, rather than a basic chatbot. ChatGPT will also work for this exercise. The tool matters less than the method.

Ask yourself: what are the biggest categories of what I sell?

Vertical Web has three: SEO services, web design services and web hosting services. They could almost be three separate companies. An accounting firm might have the same pattern with accounting, tax preparation and bookkeeping.

Those top-level services become the top of your map.

Next, find two or three websites whose structure you want to match. Do not pick a competitor with a five-page website. Pick the biggest, best-organized company you can find in your space, even if it is not a direct local competitor.

If you sell continuing education classes, look at the large national education providers. For our own map, we studied a large national agency and a well-structured regional firm. Interestingly, several of the big Houston agencies on par with us did not have their navigation set up well. They ranked for web design but not SEO, or the other way around.

Then give the AI your site and theirs, and ask it a simple set of questions:

Ask it to add a notes column so you can tell it what you want, and to mark pages complete as you build them. You can even photograph a hand-drawn sketch, upload it and say “add this to the map.”

When Beth ran this for Vertical Web’s web design section, it found 11 design pages still to build and flagged a legacy “responsive web design” page that no longer matched how people search. That page is now being rebuilt around “mobile first.”

On industries, Beth started with a list of 12 industries we serve. The AI compared it against our actual client work and came back with 27. Twenty of those pages are built now.

It also catches mistakes. The first draft of our automotive page was written for car dealerships. We do not build dealer inventory sites. We build for auto repair shops, body shops, parts stores, detailers, truck customizers and fleet companies. Being specific in your instructions fixed it.

One business, one website. Should you run separate domains for separate services? Vertical Web did that for years, with separate sites for hosting, design and SEO. In 2022 we folded everything into one site. Three sites meant three times the work, three times the expense and a third of the strength. Keep related services together on one domain, and skip subdomains. The services do need to be related, though. Grant consulting and online fundraising fit together. Add promotional products to that and you are diluting the story.

Once you have the map, group related pages into clusters. We call these silos or hubs.

Think of a family tree:

Every child points back to its parent. Every grandchild points back to its child and links across to its siblings. All the children point to the parent and push the parent up.

Beth’s favorite way to explain it: picture the houses in Galveston that sit up on blocks. The higher you want the house, the more blocks you put underneath it. Every supporting page is another block lifting your main page.

A well-built hub is a miniature website. It has its own “home page” at the top and a complete set of supporting pages underneath. You could lift that section out, drop it on its own domain, and it would still make sense.

Yes. You can have a parent with a set of children and stop there. But if a topic has room for grandchildren, add them. They only make the children stronger.

Clusters invite repetition. When we audited our 60-plus location pages, about 40% of the ideas overlapped from page to page. The goal is closer to 3% or 4%. Each page in a cluster needs its own reason to exist.

Our own site shows the method on an older website. A real estate website we launched for a Kingwood-based broker shows what happens when you build it right from day one.

The site launched on July 1, 2026 on WordPress. The top-level structure is simple: residential, commercial, land, services and resources. Under that, each county has a hub (Harris, Montgomery, Fort Bend and more). Each community has a hub under its county. Each subdivision sits under its community and links back up.

What it has done so far, by the numbers:

In early summer, the broker asked about the new Terafab development area north of Houston. We built the whole section at once: hub pages for Madison, Grimes and Brazos counties, pages for Madisonville, Navasota, Bryan, Todd Mission, Plantersville and the surrounding towns, plus pages on what property there is worth and why an owner needs an agent.

Within one week, that section held a number one spot and was showing up in AI answers, outranking news outlets on the topic. The key was publishing the full cluster at the same time, not one page here and one page there.

Structure gets you found. Uniqueness gets you linked. This site includes:

Several of these pages were drafted with AI. What makes them original is the human idea, the local knowledge and the extras like video that nobody else has.

Structure is the skeleton. These on-page signals tell the AI engines what each part of the skeleton is for.

A link that says “Learn More” tells the search engine nothing. A link that says “luxury homes” or “office space for sale” tells it exactly what the next page is about.

On the real estate homepage, four core offerings sit in H3 tags: luxury homes, relocation, office space and investment property. Each should link to its matching page using those words as the link. That is the kind of fix you catch when you review your own site with fresh eyes.

A heading that says “Look at the Color” could be about rainbows, steak or cars. Your title tag and headers need to name the topic plainly. These are the same errors people made before AI, and AI will not fix them for you. AI is only as smart as what you tell it.

Breadcrumbs (Home > Web Design > Construction Website Design) show both visitors and AI engines where a page sits in your structure. It is easy to miss. Our own first pass forgot them, and a schema test caught it.

Write FAQs that answer the real questions your customers ask. Google has scaled back how it displays FAQ results in its own search listings, so do not add them for a rich result. Add them because they answer the questions people type and speak into AI tools, and because Beth sees those answers getting picked up.

Close each page with a “related pages” block that ties it to the rest of its hub. Those links are more feeders into the main topic page.

Schema is code that sits behind your page. Your visitors never see it. Search engines and AI systems read it to understand who you are, what you do and where you are.

There is schema for real estate agents, dentists, lawyers, travel agencies, local businesses, articles, events, reviews and much more. You do not need to write it yourself anymore. A plugin like Rank Math on WordPress handles much of it, and an AI assistant can write the rest.

One example from our client work: a travel agent’s site was full of travel guides, so Google could not tell whether it was an information site or a travel agency. Adding travel agency schema to every page settled the question.

Our Kingwood real estate site runs 17 schema types, each one added only where it fits the page.

Test it. Run your pages through Google’s Rich Results Test or the Schema Markup Validator. When we tested verticalweb.com live during class, we found our local business schema still carried an old address and was missing a country code. Schema that contradicts the rest of your listings hurts you. Check it.

Here is the part some people do not want to hear. Do-it-yourself website builders are easy for a reason. They limit what you can change, and structure, schema and URL control are often where they fall short. We have worked with hosted platforms that simply could not support the schema a client needed.

Vertical Web builds on self-hosted WordPress. That means WordPress installed on your own hosting, not wordpress.com, which works more like the other hosted builders. Self-hosted, you own the site and can change anything.

What if corporate controls your website? If you are a franchisee locked into a corporate site, you still have options. One assisted living client could not change its chain’s website, so we built a separate helpful resource site on choosing a facility and Medicare help, with ads pointing to the client’s location. The same idea works for entertainment venues and other franchise businesses.

More than you think. If you have a five-page website, you will have a hard time competing in AI search.

That does not mean writing filler. It means covering your business completely: every service, every industry you serve, every area you serve and every question your customers ask. A hyper-niche manufacturer making specialty plastics for aerospace and semiconductor buyers still needs several hundred pages to cover its materials, grades and applications.

The AI does the heavy lifting on research and drafts. Your job is to steer it, check it and add what only you know.

A great structure is not a one-time project. The real estate site runs an automated review every Sunday. It checks what the site gained, what it lost, what competitors are doing and what content to add next. It adds 8 to 10 pages a week.

It took time to train that process to write and structure pages the way we want. It also drifts, so we review it and correct the course. AI speeds up the work. It does not replace the person steering it.

Beth also showed the in-house dashboard Vertical Web built to track rankings, AI listings, lost keywords, competitor gaps, page scores and lead sources across our clients. More on that in a future session.

This session was about structure. In October, the clinic moves to content: an AI optimization guide for on-page content, built around Google’s newly released guidance, with an actionable checklist you can work through on your own site.

Your homework until then: build your mind map.

What is technical SEO?

How do I get my website into AI search results?

What is a website silo or hub?

Should I use separate websites or subdomains for different services?

Do I still need schema and FAQs?

Can I do this on Wix or Squarespace?

Can I use AI to write my website content?

The full recording of this session will be posted with our other class replays on the Internet Marketing Clinic page. The clinic runs most months on the fourth or last Wednesday, in partnership with the Houston City College Center for Entrepreneurship and SCORE.

Want to know how your own website’s structure stacks up? Vertical Web has been building and ranking websites in Houston since 1998, and Beth has been teaching SEO since 2003. Hosting, design, development and SEO all happen under one roof with our in-house team.

Request Your Free Website Audit · Schedule a Consultation · Class Schedule

This how-to guide goes through the use of AI tools for content, YouTube, local SEO, social posts, and reviews without sapping creativity or hurting rankings. The emphasis is on keeping human expertise at the center while letting AI handle structure, cleanup, and speed.

It is expected that by the end of the course, individuals will be able to:

There’s a difference between using AI as an assistant versus letting AI do the authoring. When the AI writes the entire page, it is normally safe but bland and forgettable. But when the humans retain control of the ideas and voice, and the AI helps to outline, polish and format, then the content remains original and useful.

Three tools complement most workflows:

None of these tools should be treated as authors. Think of them like paralegals—great at drafting, summarizing, and formatting—while the human expert delivers the argument.

Although there is a little more variation in placement now compared with the original line-up, most of the starting players have remained consistent.

For teams who have a hard time “sounding like themselves” in writing, a transcript-first workflow has resulted in authentic prose:

Because the source is a human speaking naturally, detection tools generally grade the language as largely original, even when AI helps frame it.

Originality comes from ideas and examples, not just paraphrasing. If a page merely blends the top search results, it won’t rank or convert.

Poor prompting will create ten posts that compete for the same keyword. Good prompting places constraints on this and targets coverage, not duplication.

Example solution:

This process delivers net-new topics aligned to specific local intents while building topical authority, as opposed to internal competition.

Search engines still respond to real-world trust signals:

A well-considered bilingual approach can unlock growth in markets with Spanish-speaking audiences.

This isn’t just about accessibility, it’s a real revenue stream if done right.

Before drafting new content, check Google Search Console:

AI can assist with outlining and drafting, but the data chooses the target.

Video forces clarity and doubles as a source for written content.

One recording becomes a video, a blog posting, an email, and multiple social posts—a repeatable system.

AI can accelerate ad and social copy, especially when fatigue sets in. Two guardrails keep it natural:

Claude excels at clean bulleting; ChatGPT is strong in iterative tone control (“less hype, more helpful”).

Search engines and customers alike are trying to find what’s real. Consistent signals win:

Knowledge panels, speaking invites, and organic mentions tend to follow an established offline reputation supported by a coherent online footprint.

Repeat this cycle weekly. It’s not glamorous—but it compounds.

AI is leverage. Used carelessly, it produces generic content that blends into the background. Used deliberately, it speeds up research, drafting, and formatting while preserving human voice and experience. The winning approach looks like this:

Do this over the course of a year, and a website’s topical depth and authority signals will increase, along with local visibility, without ever sounding robotic.

For years, SEO professionals and website owners have been playing a guessing game with Google’s algorithm. We’ve analyzed rankings, tested theories, and tried to reverse-engineer what the search giant actually wants from our websites. But what if I told you that Google has actually been telling us exactly what they want all along—we just haven’t been looking in the right place?

Thanks to leaked internal documents and Google’s own AI tools, we now have unprecedented insight into the actual ranking factors that determine your website’s success. This isn’t speculation or theory—this is direct intelligence from Google’s own systems about what really matters for SEO in 2025.

About a year ago, a whistleblower released internal Google documents that outlined the company’s true ranking strategy. These weren’t marketing materials or public statements—these were the actual internal guidelines that Google uses to evaluate websites. The revelation was stunning: many of the things Google has publicly denied caring about are actually among their most important ranking factors.

Think of it like getting the secret recipe for Kentucky Fried Chicken’s 11 herbs and spices, except instead of chicken seasoning, we’re talking about the ingredients that make websites rank on the world’s most important search engine.

Perhaps the most shocking discovery is that Google has made their content evaluation system partially available to the public through Vertex AI. This tool, accessible through Google Cloud, will analyze any webpage and provide detailed feedback on what Google wants to see for better rankings.

When you input a webpage URL and tell Vertex AI to “evaluate this text,” something remarkable happens. The system provides a comprehensive breakdown of:

This isn’t a third-party tool making educated guesses—this is Google’s own language model telling you exactly what their algorithm is looking for.

For years, Google has insisted that keywords don’t matter anymore. SEO experts have been told to focus on “user intent” and “semantic search” rather than specific keyword targeting. The leaked documents and Vertex AI analysis reveal this to be one of the biggest head fakes in digital marketing history.

When you analyze a webpage about Italy tours using Google’s own tool, it immediately provides a list of essential keywords: “Italy tours,” “Italy travel packages,” “Italy vacations,” “luxury tours,” and “custom tours.” Cross-reference these suggestions with keyword research tools, and you’ll find they correspond to search terms with thousands of monthly searches.

The pattern is clear: Google not only still uses keywords but considers them fundamental to understanding what your page is about. If you’re talking about Italy tours but your content starts discussing Zimbabwe vacations or moon rocket rides, Google’s algorithm gets confused and essentially throws your page out of consideration.

One of the most actionable insights from Google’s internal guidance is the emphasis on clear, logical website hierarchy. This goes far beyond having a simple navigation menu—Google wants to see a sophisticated taxonomical structure that demonstrates expertise and comprehensive coverage of your topic.

Most websites fail this test miserably. They have generic navigation items like “Home,” “About,” “Services,” and “Contact.” But Google’s algorithm is looking for something much more detailed and specific.

For example, a dental practice shouldn’t just have a “Services” page. They should have distinct category pages for:

Each category page should then link to relevant subcategory pages, creating what SEO professionals call “silos”—organized content clusters that help Google understand the relationship between different topics on your site.

The presenter shared examples of websites that look visually appealing but fail completely from an SEO perspective. These sites typically have:

One particularly telling example was an event planning website that listed services like “designed by Jenny” without any indication of what Jenny actually designs. From Google’s perspective, this could mean anything from wedding dresses to coffins—the algorithm has no way to understand the business’s actual focus.

Google’s leaked documents reveal that internal linking strategy is far more important than most website owners realize. It’s not enough to simply link between pages—the anchor text and context of those links send crucial signals to Google about what each page is actually about.

When you link from a page about “local SEO” to another page using the anchor text “search engine optimization,” you’re telling Google that the destination page is related to SEO topics. But if you link from a page about buying shoes to a page about local SEO, Google gets confused about the topical relevance.

This is why successful websites create content silos where related pages link to each other using relevant anchor text, creating a web of topical authority that Google can easily understand and reward.

The Google documents also emphasize technical SEO elements that many business owners overlook:

These aren’t nice-to-have features—they’re fundamental requirements for ranking in 2025.

Perhaps the most significant revelation is that Google tracks user engagement signals much more extensively than previously known. The algorithm monitors:

This explains why smart website owners are now embedding videos, podcasts, and interactive elements at the top of their pages. The moment someone starts playing a video or audio file, it registers as meaningful engagement with Google’s algorithm.

Despite years of Google downplaying the importance of backlinks, the leaked documents reveal that link building remains one of the most crucial ranking factors. Google essentially maintained an internal PageRank system even after removing the public toolbar that displayed these scores.

The algorithm still heavily weights:

An unexpected benefit of following Google’s internal guidelines is that well-structured websites are becoming source material for AI engines like ChatGPT, Claude, and Perplexity. When your site has proper hierarchy, clear categories, and comprehensive content coverage, AI systems identify it as an authoritative source.

This creates a new traffic channel beyond traditional Google search. Businesses are now receiving leads from people who found them through AI-powered searches rather than conventional search engine results.

Based on these revelations, here’s what every website owner should do immediately:

The most exciting aspect of these revelations is that most businesses haven’t implemented these strategies yet. While your competitors are still guessing about what Google wants, you now have access to the actual playbook.

The businesses that act on this intelligence quickly will have a significant advantage in search rankings, user engagement, and even AI-driven traffic sources. This isn’t just about SEO anymore—it’s about positioning your website as an authoritative source that both search engines and AI systems recognize and recommend.

The age of guessing what Google wants is over. The question now is: will you use this knowledge to transform your website’s performance, or will you continue playing the old guessing game while your smarter competitors leave you behind?

No. we strongly advises against using AI to write full web content because AI tools aggregate and rephrase existing information, making the content unoriginal. However, AI can be used to edit and improve human-written content.

Vertex AI is Google’s machine learning platform, and it can be used to evaluate your website’s content. When prompted correctly (e.g., “Evaluate this text”), it will analyze your site and suggest improvements, including keyword recommendations.

Yes—absolutely. Despite past statements by Google downplaying them, keywords are still a foundational part of SEO. Tools like Vertex AI confirm that Google uses keywords to assess relevance.

ou can:

Use Vertex AI to analyze your page and get keyword suggestions

Use plugins like Keywords Everywhere to check search volumes

Use Claude AI to study what keywords competitors are using successfully

A clear, logical site structure helps both users and search engines navigate your content. Google prefers websites that are organized by categories and subcategories, with internal linking between related pages.

Start on paper. Sketch out your site’s main categories and their subtopics, like an outline. This makes it easier to:

Visualize your site hierarchy

Spot missing content

Stay focused on SEO strategy

Yes. By evaluating your site with Vertex AI, you can get actionable insights into what’s missing or misaligned. It can show you where to adjust content, structure, and keywords.

As a small business owner, we all understand the plight of too much to do, not enough hours in a day and how we can cover more ground in less time. So enter AI. As alluring as it is and as helpful as it can be, when it comes to a website design and SEO, it can be toxic to your sites overall health if its not leveraged properly. So, before you let an AI tool write your next blog post or launch your entire website, let’s take a moment to pause and ask: Is this actually helping your business—or hurting it?

I had the opporutnity to break it all down for business owenrs, explaining how AI can be a powerful ally in your digital marketing strategy—if you know how to use it wisely.

Artificial Intelligence (AI) is revolutionizing the way we approach digital marketing, but for many small business owners, it’s a confusing and often overwhelming space. With countless tools and conflicting advice, it’s easy to fall into traps that could actually harm your online presence rather than help it.

In the attached video, Beth Guide of Vertical Web offers some much-needed clarity. She provides small business owners with practical, experience-based strategies to integrate AI into their marketing efforts without losing authenticity, search visibility, or customer trust.

Here’s what you need to know about using AI effectively and ethically in your digital marketing strategy.

One of the first misconceptions Beth addresses is that AI-generated content is a shortcut to better SEO. It’s not.

In fact, Google does not favor AI-written content—especially if it lacks originality. AI tools like ChatGPT or Claude scrape and summarize existing content across the internet. When you use these tools to create blog posts without adding your own voice or ideas, you’re essentially recycling what’s already out there. Google sees this as “thin content” that adds no value to users.

“Google wants content that makes the internet a better place,” Beth says. That means original, insightful, and experience-based material—something only you can provide.

Beth emphasizes that small business owners need to recognize their own value. If you run a business, chances are you’re an expert in your industry. That expert knowledge is what sets your content apart.

AI should not be your ghostwriter—it should be your brainstorming partner. It can help organize your thoughts, generate ideas, or even identify topics you might not have considered. But the core ideas must come from you.

“Be the source that others quote,” Beth advises. “Don’t be the one quoting others.”

AI can be incredibly useful if you know how to use it correctly. We talked through how to be effective and some of the steps you can use to use AI to support your efforts but not replace you or your knowlegde. AI is about saving time, not just to repeat what someone else has said.

Use AI to generate a list of relevant keywords for your business. Tools like ChatGPT or Claude can help, but you must be specific in your prompts. For example, instead of asking “What are good HOA management keywords?”, ask “What are people searching when they want to hire a homeowners association management company?”

This level of specificity matters—vague prompts will lead to vague answers.

Once you have a list of keywords, ask the AI to generate blog topics based on them. This can help you build a content calendar and eliminate writer’s block.

Use your own experiences and unique perspective to flesh out each topic. You can ask AI to help organize sections, identify talking points, or summarize research—but you need to provide the core message and tone.

Don’t ask AI to write the blog post for you. Instead, use it to structure and support what you want to say.

Not a writer? No problem. Beth suggests an alternative content creation method that works just as well—and sometimes even better: video.

Here’s how she recommends doing it:

Beth also warns against relying on drag-and-drop platforms like Wix, Weebly, or Squarespace, especially if you’re serious about SEO. While these tools may offer convenience and AI-powered site builders, they often fall short in terms of performance, customization, and long-term growth.

Even WordPress, which is more SEO-friendly, now offers AI content features that may tempt users to shortcut the writing process. Don’t fall into that trap.

“If your website doesn’t offer anything unique, there’s no reason for Google—or your customers—to engage with it.”

Beth highlights a few common missteps to avoid when using AI:

At the end of the day, AI should help you bring your expertise to life online. Whether you’re creating blog posts, videos, or podcasts, your voice and originality are what will make your business stand out.

“If you’re not making the internet a better place, Google doesn’t want your content.”

So yes, leverage AI—but do it with intention, with creativity, and with a clear sense of what makes your business unique. Remember, AI is a tool—not a replacement. When used wisely, it can help you generate ideas, save time, and structure your thoughts. But it can’t replace your experience, your personality, or your expertise. So next time you sit down to create content, remember: Let AI support your voice—not speak for you.

As digital marketing continues to evolve, artificial intelligence has emerged as a powerful tool for website development and SEO optimization. In today’s video, we talk about how AI can streamline website creation, support SEO strategies, and save time on content generation.

Before diving into AI applications, we need to establish a fundamental point: platform choice matters significantly for SEO success. While many businesses are tempted by the  simplicity of platforms like Wix, Weebly, Squarespace, or Shopify, these options often fall short of gaining solid SERPs.

“I’m very much about how we get traffic for people,” Beth explained, highlighting that WordPress (specifically wordpress.org, not wordpress.com) remains the superior choice for businesses serious about their online presence. This is particularly important for e-commerce sites, where Beth recommends WooCommerce over Shopify for better SEO performance. And although Shopify can be mofidified to perform, it us usually cost prohibitive to do so.

One of the most impressive demonstrations showed how AI can dramatically accelerate the website creation process. Using WordPress with the Astra theme and Spectra page builder, Beth demonstrated a near-complete dentist website built in roughly 20 minutes.

The process followed these steps:

This approach doesn’t eliminate the need for customization but creates a solid foundation that would typically take hours to build manually. As Beth notes, this is particularly valuable for those who find WordPress intimidating but need a professional-looking site with good SEO potential.

Perhaps the most valuable application of AI demonstrated was using it to determine optimal website structure and content strategy. Beth showed how asking Claude AI targeted questions about specific business types yields comprehensive outlines of recommended pages and services.

For example, when asked what pages a dentist in Kingwood should include for SEO purposes, Claude generated a detailed list including:

The AI didn’t stop there – it provided a breakdown of specific services that should be featured, essentially creating a content roadmap for the entire site. This same approach worked for other business types, including commercial real estate and translation services, demonstrating its versatility.

While Beth showcased AI’s power, she repeatedly emphasized a crucial point: “AI is thought-provoking, not thought-replacing.” This became particularly evident when examining keyword suggestions.

Using the “Keywords Everywhere” tool (a Chrome extension that shows monthly search volumes), Beth demonstrated how some AI-suggested terms have zero monthly searches, making them ineffective SEO targets. For instance, while Claude might suggest “property acquisition and sales” for a commercial real estate website, keyword research revealed that potential clients actually search for “buy commercial real estate” (10,000 monthly searches) or “sell commercial real estate” (1,600 monthly searches).

This validation process is essential for transforming AI suggestions into effective SEO strategy. As Beth explained, “I don’t want to see you go down an AI road and just give the AI answer just because it’s giving you the answer… It’s not smarter than you are.”

One particularly valuable insight involved using AI-generated service lists to create content depth. Rather than simply listing services on a single page, Beth recommended creating:

This approach creates natural keyword targeting opportunities while providing the content depth that search engines reward. For the dentist example, this strategy could generate 24+ pages of relevant content without straining for topics.

To demonstrate the versatility of this approach, Beth applied the same methodology to a translation and interpreting business. The AI immediately identified:

This real-world example showed how even business owners knowledgeable about their services can gain valuable insights about market demands and content organization through AI prompting.

Throughout the workshop, several best practices emerged for effectively integrating AI into website development and SEO:

 AI’s potential for website development and SEO is still evolving. The key is finding the right balance between AI efficiency and human expertise.

The most successful implementation is using AI to handle repetitive, time-consuming tasks while applying human judgment to strategic decisions. This approach allows business owners to focus on what they do best while leveraging technology to enhance their digital presence.

For those looking to integrate AI into their website development and SEO strategy, Beth’s approach provides a practical framework: use AI to generate ideas and structure, validate with keyword research, apply industry knowledge to refine, and build content depth through strategic page hierarchy.

By following these principles, businesses of all sizes can harness the power of AI to improve their digital presence without sacrificing the personal expertise that makes their business unique.

In today’s digital landscape, having a website is the first step but should not be the last step. Understanding how that website performs and contributes to your business goals is what separates successful online ventures from those that struggle to gain traction. At Vertical Web, we frequently encounter business owners who have invested thousands in web design, SEO services, or SEM campaigns but have no idea whether that investment generates returns. This week’s Internet Marketing Clinic focused on implementing Google Analytics 4 (GA4) correctly and using it to determine your website’s true ROI.

Before diving into analytics, we need to address a critical decision that affects everything else: your website platform. While builders like Wix, Squarespace, and Shopify offer convenience, they often limit your ability to optimize for search engines and implement proper tracking.

WordPress remains our recommended solution for most businesses. Despite what some may perceive as a steeper learning curve, WordPress provides:

As we often say at our clinics, “You can’t fix what you can’t measure,” and many website builders simply don’t allow for proper measurement.

Google Analytics 4 represents a significant shift from previous versions, focusing more on user journeys and engagement rather than simple pageviews. Proper setup involves two critical components:

The Site Kit plugin, made by Google,  significantly simplifies this process for WordPress users. However, it’s essential to verify that both components are working correctly after installation. Many businesses we’ve worked with had Analytics installed but were missing Tag Manager, resulting in incomplete data collection.

One of the most powerful insights from GA4 is the distinction between engaged users and total users. In our clinic, we demonstrated this using Vertical Web’s own analytics data:

According to our metrics, approximately half of our traffic consisted of engaged users—those who visited multiple pages during their session. This engagement metric has become increasingly important for two reasons:

When we analyze client websites, we often find they’re focused on total traffic numbers (a vanity metric) rather than engagement metrics (actionable data). A website with 1,000 monthly visitors and a 5% engagement rate is performing worse than one with 500 visitors and a 20% engagement rate.

Another invaluable tool we demonstrated was Google Search Console, which reveals exactly which search queries bring visitors to your site. Using Vertical Web as an example, we analyzed search impressions and clicks for various keywords:

This data provides actionable intelligence about what potential customers are searching for and where you have opportunities to improve your visibility. It helps answer crucial questions like:

The most significant insight from our clinic was the importance of tracking conversions—the actions that translate into actual business revenue.

For e-commerce sites, this is relatively straightforward: you can track purchases and their value. For service businesses, tracking becomes more nuanced, focusing on:

During our session, we shared a revealing anecdote about a business that discovered 90% of their conversions came from a single keyword (“web hosting”) despite spreading their efforts across dozens of terms. This insight allowed them to reallocate resources more effectively and significantly increase their ROI.

An often-overlooked metric is direct traffic—users who type your URL directly or have bookmarked your site. In our analytics review, we found that direct traffic often indicates:

While organic search traffic typically represents new potential customers, direct traffic often indicates existing relationships. Both are valuable, but direct traffic is usually more likely to convert and costs less to acquire. Building a business that generates substantial direct traffic takes time but creates a significant competitive advantage.

As we demonstrated with Vertical Web’s own metrics, a substantial portion of our new business comes from direct traffic—people who know us by reputation or referral—which has taken years to develop but now provides a steady stream of qualified leads.

One of the most practical segments of our clinic focused on how to evaluate web designers and SEO professionals before hiring them. The simple approach: ask to see websites they’ve worked on, then examine:

Many business owners come to us after spending thousands on websites that were built without SEO considerations, requiring complete rebuilds. By examining a designer’s past work through this lens, you can avoid this costly mistake.

At the end of the day, website ROI comes down to a simple calculation:

ROI = (Revenue Generated – Cost of Website) / Cost of Website

The challenge lies in tracking that first number accurately. By implementing GA4 properly and focusing on the metrics that matter, you can:

If you’re not currently tracking your website’s ROI effectively, here’s what we recommend:

At Vertical Web, we’ve helped hundreds of businesses transform their websites from expenses into revenue-generating assets through proper analytics implementation and data-driven optimization. The insights from this approach don’t just improve your website—they can reshape your entire marketing strategy.

Remember, the most beautiful website in the world is worthless if it doesn’t contribute to your bottom line. Start measuring what matters today.

Want to learn more about maximizing your website’s ROI? Join our weekly Internet Marketing Clinic every Wednesday at 1 PM. Subscribe to our channel to get notifications when we go live!

The digital marketing landscape is perpetually evolving, with SEO at the forefront of this transformation. As we approach 2025, it becomes imperative for marketers and business owners to understand and adapt to the latest SEO trends to maintain and enhance their online visibility. This post delves into the significant shifts expected in the SEO realm, offering actionable strategies to help you stay ahead in a competitive digital world.

Artificial Intelligence (AI) is increasingly influencing how search engines operate and how content is ranked. AI-driven algorithms are becoming more sophisticated in understanding and processing user queries, making it crucial for SEO strategies to align with these advancements. AI doesn’t just affect search outcomes; it’s also reshaping how SEO should be approached. For instance, AI can analyze user behavior, predict trends, and personalize content, making it essential for businesses to leverage AI in optimizing their SEO practices.

While Google remains the titan of search engines, new players like ChatGPT are emerging, challenging the status quo. These platforms are developing their own ecosystems and driving significant traffic to compliant websites. This shift underscores the necessity of optimizing content for multiple search platforms, not just Google. Ensuring that your SEO strategy is adaptable and broad enough to encompass these new platforms will be crucial in tapping into diverse traffic sources and expanding your digital footprint.

Content is king – a mantra that continues to hold true into 2025. The demand for high-quality, authoritative, and engaging content is higher than ever. Search engines are favoring content that provides real value to users, incorporating metrics that measure user engagement and satisfaction. This means businesses must focus on creating content that is not only informative and relevant but also tailored to meet the specific needs and interests of their target audience.

The significance of link building remains, but the focus has shifted towards the quality of links rather than sheer quantity. High-quality backlinks from reputable and relevant sources are critical in boosting a site’s authority and ranking. Effective link-building strategies now require a more thoughtful approach, where links from industry leaders, chambers of commerce, and influential publications can dramatically enhance your SEO performance.

Search engines are placing a greater emphasis on authenticity and verification. Google, for example, has introduced video verification for business locations to ensure that listed businesses are legitimate and accurately represented. This move is likely to affect local SEO significantly, making compliance with these verification processes a critical factor in maintaining or improving search rankings.

As search algorithms become more complex, the technical aspects of SEO cannot be ignored. This includes site architecture, mobile optimization, page speed, and structured data. Websites that quickly adapt to technical SEO requirements will perform better in search rankings. Ensuring that your website is technically optimized for both desktop and mobile users is more crucial than ever.

The proliferation of voice-activated devices and the Internet of Things (IoT) has introduced new SEO challenges and opportunities. Optimizing for voice search requires understanding natural language queries and focusing on long-tail keywords. Additionally, as more devices become interconnected, there will be new avenues for optimizing content across different platforms and devices, further complicating the SEO landscape.

As consumers become more environmentally and ethically conscious, they expect the same from the brands they interact with online. Sustainable practices and ethical SEO strategies will become factors in brand preference and loyalty. This includes transparent marketing practices, sustainable digital operations, and ethical use of AI and data.

SEO is not static; continuous learning and adaptation are required to stay relevant. The digital marketing field is fast-paced, with frequent updates to algorithms and best practices. Staying informed through credible SEO resources, ongoing training, and industry conferences will help you keep up with the latest trends and techniques.

Looking ahead to 2025, SEO is set to become more integrated with AI, more diversified across new search platforms, and more dependent on high-quality content and ethical practices. By understanding these trends and preparing with effective strategies, businesses can not only adapt to these changes but also thrive in the evolving digital landscape. Implementing these forward-thinking SEO strategies will ensure that your online presence is robust, resilient, and ready to meet the future head-on.

Whether you’re a small business owner, entrepreneur, or digital marketer, understanding the fundamentals of SEO can help you gain visibility, attract leads, and grow your business.

SEO, or Search Engine Optimization, is the practice of improving a website’s visibility on search engines like Google. The goal is to rank higher in search results, making it easier for potential customers to find your business.

If you’re relying solely on social media or paid ads, you’re missing out on a powerful organic traffic source that can continuously drive potential customers to your site. SEO has been around since the early 2000s. While the digital landscape has evolved, it fundamentally remains the same: helping search engines understand and rank websites based on relevance and quality.

A well-optimized website is more than just an online brochure—it’s your best salesperson, working 24/7 to attract new leads and customers.

Beth Guide shared her personal experience with SEO:

This is an example of how ranking higher on Google can dramatically increase traffic, sales, but most importantly, business growth.

Your website platform plays a crucial role in SEO success. Beth strongly recommends using WordPress.org over WordPress.com.

✅ Full Control – Unlike WordPress.com, which limits customization, WordPress.org allows complete website control.

Because you need maximum control, WordPress.org is the way to go.  Vertical Web offers WordPress hosting plans that are prebuilt with the right tools that lead to SEO success.

Many businesses fail to rank because they don’t provide enough quality content for Google to take them seriously.

Many businesses struggle with SEO because they unknowingly make critical mistakes that prevent them from ranking higher.

🚫 Poor Website Structure – Confusing navigation and lack of internal linking can harm rankings.

If you’re investing in SEO, make sure you’re doing it the right way to see actual results.

With the rise of AI-generated content, many wonder: Is AI good for SEO?

🔹 Google accepts AI-generated content IF it provides new and valuable insights.

Tip: Use AI to streamline research and outlines, but always add unique insights and expertise!

A common question is whether paying for Google Ads helps with organic rankings. I am one of the few people that has always said the two are intertwined. Although Google vehemently denies they are related, there has always been some benefit.

💰 Google claims ads don’t influence rankings, but…

SEO is a long-term strategy, while ads provide short-term visibility. A combination of both can yield the best results.

SEO pricing varies based on competition, industry and location.

💲 Local SEO: Starts at $500/month for small businesses.

Without the right keywords, your SEO efforts may fall flat.  Remember to watch our Video on Keywords if you need more help on the topic

🔹 Use tools like Google Keyword Planner or Ahrefs.

Tip: Use a mix of high-volume and niche keywords for a balanced SEO strategy!

SEO is an ongoing process, but by following these best practices, you can increase rankings, drive traffic, and grow your business.

✔ SEO is essential for long-term business success.

Ready to improve your website’s SEO? Visit VerticalWeb.com for expert SEO services and training!

📢 Don’t forget to subscribe to our YouTube channel for more SEO insights! 🚀 And sign up for our Internet Marketing Clinic newsletter to receive our monthly class schedule and notifications of when we release new videos.

#SEO #DigitalMarketing #BethGuide #VerticalWeb #SearchEngineOptimization #WordPressSEO #GoogleRanking #SmallBusinessSEO

Keywords have been at the core of search engine optimization (SEO) since the early days of the Internet. Despite evolving algorithms, they remain crucial for ranking on Google. This guide explores the history, best practices, and strategies for using keywords effectively in 2024.

In the late 1990s, search engines like Lycos, AltaVista, and AOL used simple Boolean searches. Web pages were ranked based on keyword frequency, leading to the rise of keyword stuffing. Websites repeated targeted phrases excessively, sometimes even hiding them in the background by matching the text color to the page’s background. These manipulative tactics initially worked but soon led to poor search results.

As search engines evolved, Google implemented more intelligent algorithms that penalized keyword stuffing and rewarded content with natural language and contextual relevance. Instead of focusing on exact matches, Google now looks for keyword variations and related terms to determine page relevance. Updates such as Google Panda, Penguin, and Hummingbird refined how keywords were evaluated, emphasizing content quality over manipulation.

Despite algorithm changes, keywords remain essential. However, they must be used strategically with supporting context. Simply repeating a phrase like “Houston movers” is not enough—Google expects additional context, such as “packing services” or “moving company reviews.” Using a natural language approach that aligns with user intent is now the key to effective keyword optimization.

One of the most crucial steps in SEO is identifying the right keywords for your content. A good exercise is to create a list of 50 relevant words related to your business and organize them into groups. This helps structure content efficiently and target multiple search queries.

This browser extension helps users

Google’s free keyword tool offers insights into search volume, competition, and related search terms. It allows businesses to refine their keyword strategy based on search trends and user behavior.

Organizing keywords in an Excel spreadsheet allows for better analysis and strategy development. Keywords should be grouped logically to improve content structuring. Website owners can tailor content by categorizing terms based on intent—informational, navigational, or transactional—accordingly.

Google’s algorithm considers more than just keyword frequency. Proper header placement (H1 to H6), meta descriptions, and body text are critical. The ideal page length for ranking well is around 1,700 words, ensuring the content is comprehensive and informative.

Google assesses content using an interrelation of words. Instead of focusing solely on a single keyword, including related terms helps improve page relevance and search visibility. For example, a page targeting “home health care services” should also incorporate phrases like “senior home care,” “skilled nursing,” and “in-home medical care.”

Header tags (H1, H2, H3) should logically contain keywords and structure content. Breaking content into readable sections improves user experience and search engine crawling. Google prioritizes well-structured content with precise topic segmentation.

Websites without a phone number, address, or precise business details can appear less credible to users and search engines. Contact information signals legitimacy and improves local SEO rankings.

Targeting general terms like “shoes” is ineffective due to high competition. Instead, focus on more specific keywords that reflect user intent, such as “best running shoes for flat feet.” This approach reduces competition and increases conversion rates.

Thin content with insufficient keyword coverage fails to rank well. Each page should provide detailed information that comprehensively answers user queries. Adding FAQ sections, bullet points, and related topics enhances content value.

A well-structured blog post or landing page should include keyword-rich headings, FAQs, and a natural writing style. Content should be informative and address user needs rather than simply inserting keywords. Google values pages that provide actual value over those that try to rank for specific phrases.

For businesses like home health care services, an article titled “Essential Home Care for Seniors: Tips for Living Comfortably” can rank well by incorporating related keywords like “in-home nursing,” “senior care,” and “skilled nursing facilities.” Structuring content around commonly searched questions improves visibility and user engagement.

Internal linking helps distribute page authority and improves site navigation. Linking to relevant blog posts or service pages enhances keyword relevance and keeps users engaged on the website longer. For example, linking a blog post about “home health care services” to a service page detailing in-home care offerings strengthens keyword associations.

Schema markup provides additional context to search engines, helping pages appear in rich snippets. Adding structured data for services, reviews, and business details increases search visibility and click-through rates.

Keywords are still fundamental in SEO, but their usage has evolved. To rank effectively in 2024, website owners must focus on keyword relevance, strategic placement, and high-quality content. Businesses can improve their search engine rankings and drive more organic traffic by utilizing keyword research tools, structuring content logically, and avoiding common mistakes. With a strong keyword strategy, SEO success is within reach.

Unexpectedly, the SEO community was gifted a leak. Just as everyone was wringing their hands and lamenting SEO is dead (it’s not), here came a blueprint for SEOs.

I have just begun soaking in all the information contained in this document. By way of background, Rand Fiskin, founder of MOZ, was contacted about the Google API being accidentally uploaded. But as I read through this, in many ways, it’s not telling me things I didn’t already know, but I feel very vindicated because it backs a lot of what I think but could never prove.

So why should you trust my insights as an SEO Expert? The Google leak, in many ways, validates things I’ve been saying for years. I’ve always maintained that Google lies and misleads SEO companies, and this leak seems to confirm that. But let me define why I am an SEO expert so you can evaluate the podcast, video, and this post. I have 28 years of experience in SEO. My company was formed seven months before Google. Since my very first client, I have been navigating the ever-changing landscape of SERPs.

Back in those days, it was easy. How much keyword stuffing is needed? How many pop culture references can I add to my title tag?  Or, best of all, I could type in the same color of the background and feed the search engine but not making apparent to the visitor. There were a lot of these ‘tricks’ back in the day. Do them now and do so at your peril. This is not a thing anymore and hasn’t been for many years.

Our SEO journey began when the search was still rudimentary before there were 14,000 data points. As the industry evolved, we adapted and built our knowledge. In a nutshell, we have been a part of every change Google has ever made, giving us a unique skill set and vantage point. While there are others like me, we are few and far between. Some, like Danny Sullivan, have even gone to work for Google. But others, like myself or Bill Hartzer, continue to fight the good (Google) fight in the trenches.

It all starts with the algorithm and the quest to understand it. The Google algorithm has always been as complex as it is simple. For those who don’t know for sure what an algorithm is, let me define it for you. An algorithm is a set of mathematical computations that solve a problem. In the case of Google, it’s the equivalent of a scoring system ‘grades’ web pages (and websites) and then putting them in numerical order, with the best page being listed in the first position. For years, I said there were 29,000 ‘things’ we had to know to get a page to work/rank within the Google algorithm. The number is 14,040.  But what’s a few thousand data points between friends?

What we don’t know is the value of each of the items we are going to discuss below. What is the amount each item adds or subtracts from the score? Some may argue that predicting the outcome without those values is hard. But this is where the SEO expert part comes in. I believe I can tell with pretty good accuracy what is more important than other things. It is probably a companion piece I need to write that puts them in order and assigns the BG (Beth Guide) scale of Google Values to them.

So, what IS the Google Algorithm based on?

What have we learned from this Google data leak? Learned is subjective in this application. Me, I haven’t learned much. It’s all the stuff I already knew. For me, I used the word validated and vindicated. The first thing I’ve long said is that it is my opinion that Google lies to and tries to mislead SEO companies. I mean, why would they tell everyone how to game their system? It makes perfect sense. I have to say that I laugh when people tell me about the Google raters guidelines as if they are gospel. I have long said follow it to the letter and see how far you get.

It’s 2024, and I’m about to type the word Page Rank for those of you who have not been around for the last decade. When Google first arrived, it had a delimiter called page rank. It lived in the Google toolbar, and you could always see how Google ranked your website. From my SEO perspective, it was always time for a party when you increased page rank. How do you move up in page rank? Links links and more links. For several years now, coming out of Google links were no longer relevant.  Surprise!  They are still relevant. Color me shocked. At least up until the time of this leak, which is arguably as early as Sept 2023 and could be as late as March 2024, links are important. (10:34)

So what is a small business to do? Links really are important. Well, some of these things your business should be doing already. You should be participating in your community. You should be helping others. And you should learn how to identify situations that may gain you a link. There are other reasons to do this, and I’ll talk about branding and authorship in a minute. But for now, you have to learn how to identify an opportunity.  (18:56)

Every year, the expression is that there is nothing free in this life. As you know, everything about Google is accessible to the end user. Chrome and Gmail, to name a few. Why is that? Is Google possibly using that data to scrap and feed into their algorithm? Gmail helps with trends and what people are talking about. It’s not that it says anything specific about Gmail in the code anywhere. What it does say, however, is it talks about what is a good click and what is a bad click. I feel compelled to insert a pithy WOZ reference here, but I won’t. However, it could be argued that Glenda and Google sound somewhat similar.

Part of the page you are reading is one of the ways we send signals to Google. I don’t know if you are reading down this far or started watching the video but in either case you have had to be on this page for a while, making this into a good click. People stay on the pages associated with the Houston Internet Marketing Clinic Class. So, I am, in effect, sending a signal to Google. And I am not forcibly holding you back from the page, which is good.

We all know what spam is. Nigerian Princes, Russian Brides. But Google is ever vigilant against spam. They define pages that could be better written, not well sources and sometimes just keywords stuffed and stuffed. Now I agree that keyword stuffing and the pages written over and over again just to simply say the same thing in hopes of moving a needle on a secondary keyword. But are all things spam? Or is the person just not a good writer? Is there the use of AI content?

The absolute truth is to act as an expert in your field, so yes, I am an SEO expert. I am a local SEO Expert. I would put my knowledge up against anyone out there and feel confident. Yes, I have my own opinions, and I’ve also been fortunate enough to grow up in this industry, so on-page and technical SEO to me are the same thing in many, many ways. I can fix technical SEO issues. I can fix semantic SEO issues. I know how to gain natural links for my website rather than resorting to buying them, as many others do.

But most of all, Google knows that I do not spam because when they see my name, I have built my name as part of our brand, and they know it’s a name that can be trusted. Just as when they see my company name they know it too can be trusted. They know I have been involved in SEO and Web Design for nearly three decades now. In addition, they see my involvement with organizations like SCORE, HCC, and the SBDC as a validation of my credibility. These relationships are extremely important to your overall success.  So, what are you doing to increase your credibility?  In a nutshell, they are grading my website based on my relationships and affiliations.

So How do Small Company’s Keep Up with SEO

The tenants of all of this are still the same. Good quality content will always win the day and is the fundamental building block. But how does a small business owner keep up or even get these ideas? Every time I open my email there is a treasure trove of content ideas. For example, how do you decide to use medical device or medical plastics. What is the right term, and what are the steps necessary to determine which is correct? What do you need to tell someone to get an SEO quote?  (0:35)

Is there a Google Sandbox? So, this one is interesting because, in 2024, the answer is No-ish. In the truest sense of the word and using the historical application, no, not really. There was a hardcore sandbox back in the early 2000s. I don’t care what you did with a new domain; it was not going to rank for at least a year. But in the modern era, it’s not as arduous, but domains that are newly registered will usually sit for a year or two with low traffic. You will get some traffic. But not a lot. Now, most businesses won’t notice this because they will have localized traffic and weren’t expecting much. But if you are looking for SERP wins, and your domain is new, you have a distinct problem.

So what is the remedy to this? There are domains that are after-market, and those domains seem to be impervious to any restriction unless the domain has been completely banned (yes, they ban domains). My experience tells me that there are a few break points in this, meaning the older the domain the less issues you will have. In my opinion any domain that has maintained a continuous since the early 2000 is much less likely to be sandboxed.  I’m not going to see it. I’ve never seen an old site have trouble, but I think I can count it on two fingers over the last 28 years. (40:46).

SEO Isn’t Magical Voodoo

I can’t tell you how often I’ve heard the terms voodoo or magic when describing SEO. It really is not. We now know that 14,000+ data points are strung together to help derive the best possible answer. I’m not a magician; I just understand how Google thinks. Doing that makes your site far more likely to rank on a given term. I can see the mistakes people make with their own sites, but most of all, I feel vindicated by this data dump because up until this all came out, everything we always said was theoretical.

• Basic SEO Maintenance: Five Simple Things Site Owners Can Do to Improve SEO
• How To Get Started in SEO: A Small Business Survival Guide
• SEO Hacks: Easy Ways to Win at SEO
• Ultimate Guide to Recovering from Google Algorithm Updates and Penalties