Ivan Torlakovic's Linkedin Analytics

You’re ranking #3 for your main keyword. Traffic looks decent. You feel safe. But here’s the thing: Google changes the layout. A new SERP feature appears. A competitor wins a featured snippet. Suddenly, you're invisible. This just happened to a client. Traffic dropped 27% overnight. Not because they did something wrong — Because the game changed. ✅ We shifted content format ✅ Added structured data ✅ Optimized for “people also ask” Result? Back up—and featured. 🧠 You don’t need better rankings. You need to adapt for better positioning.

Let's say you spend thousands on search ads. But your returns are low. Could it be poor filtering? First, check your broad match keywords. If they're set without limits, you're paying for irrelevant clicks. Try using phrase match or exact match instead. Next, look at your top keywords and ads. Do the best-performing keywords get paired with strong ads? If not, you're missing easy wins. Lastly, check for low-intent search terms. Exclude them from your campaign. An example: if you sell premium shoes, exclude terms like "cheap shoes." The key is filtering. Not more money. Simple tweaks can save you thousands and boost your returns.

Many believe organic growth is free. But isn't time more valuable than money? Imagine spending years building followers without a strategy. It's like planting seeds and hoping for rain. What if your audience doesn't care? This is why you need strategy. You must know your audience. Consistency? That’s another cost. Posting regularly can feel like a full-time job. Some entrepreneurs burn out trying to keep up. If you don’t show up, you might as well be invisible. Choosing not to pay with money means paying with time. You need to think: where can my efforts make the biggest impact? Bet your time wisely. Only then does organic growth become truly valuable. Rethink what "free" really means for your business.

Everyone's buzzing about TikTok and new leads. But chasing only fresh faces can be a trap. Let’s talk retention. Imagine a bucket, but with holes. Pouring water in isn’t smart if it keeps leaking out. Yet, many businesses do just this with customers. They hunt for new ones and forget the old. But here’s the kicker: Old customers can bring in 30-40% more revenue. Think about that. You’ve already earned their trust. They know your product and you know them. Instead of spending all the time and money on new leads, patch those bucket holes. Take better care of your existing customers. Upsell, offer value, make them feel valued. They might become your biggest fans and best marketers. Lead generation is great. But the real money often lies in those you already know. Where else can you improve today?

Setting up Google Ads can feel tricky, but here's a structure we use that works for service businesses. First, create Single Keyword Ad Groups, known as SKAGs. This lets you focus on one keyword per group, giving tight control over your message. Now, split your campaigns into two: branded and non-branded keywords. Branded are keywords with your business name. Non-branded are broader terms related to your services. From day one, use negative keywords to stop your ads from showing up in wrong searches. For example, if you offer luxury catering, add "cheap" as a negative keyword if you don't want budget seekers. This keeps your ads targeted. Remember, the structure is key because it gives you control. And control helps you get better results. Try this approach, see how it impacts your campaign, and adjust as needed.

Have a page that's not performing well in search? Try not adding new content, but tweaking it instead. First, update your title tag to something more appealing. Then, adjust the publish date to make it seem new and more relevant. Now, add a couple of internal links to other relevant pages. Look for a recent stat or quote from a trusted source. Embed this into your content so it feels more up-to-date. Finally, open Google Search Console and submit your page. This tells Google to recrawl it. For example, imagine you have a blog post on marketing strategies from 2020. Revitalize it with such small tweaks. Focus on updating strategically before creating something new. Think of this as polishing an old car instead of buying a new one.

If people can’t summarize your offer in one sentence, it means they can’t share it clearly. If they can’t share it, fewer people will remember it. Simplicity is your friend, not your enemy. Ask yourself, can your mom or kid understand what you’re selling? If they can, your offer has a fighting chance. If they need a lot of details, it might be time to rethink. This isn't about dumbing down, but about clarity. Even if your product is complex, your message shouldn't be. Clear messaging drives word of mouth, which drives growth. Don’t overbuild, complicate, or fancy up your message. Start with one simple question: What is the core benefit of your offer? Boiling it down is harder than it looks, but it’s worth it. Simplicity wins.

Ranking fast with zero domain authority starts with the right keywords. Focus on long-tail phrases like “how to fix a leaky faucet” or “best way to organize a garage.” These phrases have less competition and are easier to rank for. Answer the main question right away to engage readers quickly. Use visuals to make your answer clear. Include images, infographics, or videos that support your points. Link to other useful pages on your site to keep readers around longer. Once your content is ready, share it on forums like Quora and Reddit. These platforms can drive traffic and increase your page's visibility. Building authority takes time, but starting with low-competition phrases is a good first step.

Start by running a site crawl using a tool like Screaming Frog. This shows you where any problem pages might be. Look for thin content, which means pages with very few words. These pages usually don’t help users and can hurt your SEO. Next, spot any pages with duplicate titles. Duplicate titles confuse search engines, so each page should have a unique title. Check for pages with no internal links. No links mean search engines might skip these pages. One weak page can slow down your whole site. So, fix these issues first. This might mean rewriting content, creating new content, or adding links between pages. It is better to strengthen what you have before adding new pages. This approach saves time and avoids more issues later.

After auditing over 500 websites, a few solid lessons in SEO have surfaced. First, always start with technical SEO basics. Without crawlability and indexability, other efforts fall short. JavaScript can be tricky and might hide content from Google. Test to ensure everything’s visible. For big sites, crawl budget matters. Know what pages Google should focus on. Log files can show weaknesses in site crawling. Use them to make smart fixes. Some say Core Web Vitals are overhyped. Fix basic SEO issues first. Schema helps search engines trust your site more. Keyword research and on-page SEO are powerful but often overlooked. Internal links clarify your content's structure to Google. Backlinks matter but aren’t everything. Rely on human judgment over just tools. Craft a unique plan for each site.

We audited over 300 websites and learned some key SEO lessons. First, technical SEO must come first. If Google can't crawl your site, your content won't rank. JavaScript could block your content from being indexed, so test and fix any issues. Large sites should watch their crawl budget to ensure key pages get crawled. Don't ignore log files, they reveal what search bots do on your site. Core Web Vitals are good, but don't over-focus. Strong content and keywords matter more. Use structured data to help search engines understand your site better. Do smart keyword research and mapping. Pay attention to on-page SEO and internal links. Backlinks are important but don’t forget the basics. Trust tools, but never skip human checks. These steps save time, money, and can lead to better rankings. Smart businesses should focus on a balanced, customized approach.

To scale Google Ads, we use a 3-layer approach. First, have a branded campaign. This protects your brand name. Imagine someone typing "Nike" and seeing ads for Adidas. With a branded campaign, you grab those searches. Next, focus on non-branded BOFU (Bottom of Funnel). These are high intent. Think phrases like “buy Nike shoes online.” They’re ready to purchase. Allocate most of your budget here. People searching these terms are looking for exactly what you offer. Finally, a discovery/test layer. Low spend but high data return. Try new keywords and see what works. Adjust based on the results. Think of this as your experimental lab. Treat each dollar like a soldier, with a clear mission. This ensures every penny in your Google Ads has a purpose.

Big news for those in the SEO world - MozCon 2025 is returning with its exciting speaker lineup. Mark your calendars for August 12 in London and November 6 in New York. Top industry experts like Andy Chadwick, Helen Pollitt, and Lily Ray are leading the charge. They're bringing fresh insights into smarter SEO, data-driven strategies, and community building. But why does this matter? As search engines constantly evolve, keeping informed is key for staying competitive. This event is crucial for marketers and business owners who want to harness the latest SEO strategies. Smart businesses should listen and adapt these strategies. This event is a prime opportunity to not just learn, but to gain a real edge in digital marketing.

Optimizing a page doesn't mean starting from scratch. First, tweak your title and meta description. Make them catchy, but honest. Imagine if someone saw them in a search result, would they click it? Next, look for opportunities to add internal links. Find other pages on your site related to this page. Link between them to help users and search engines. Images matter too. Add alt text to your images. Describe what's in them so search engines understand. Finally, add an FAQ section. Include a common question and answer. Use FAQ schema to help search engines spot it. Remember, improving isn't always about more content—it's about better content. You don’t need to write more, just refine smarter.

Start with Google Ads for tough keywords. These are words you find hard to rank for now. Why compete when you can show up right there at the top? Next, dive into SEO for easier keywords. Find those words with less competition. Create good content that naturally uses these words. You're building trust with people who would find your content this way. Don't forget to retarget visitors. Use display ads to stay in your visitors' minds. Think of it like a reminder: "We're still here!" By doing this, you catch interest with ads and build trust with SEO. One lets you meet people fast. The other builds a lasting relationship. Together, they give you the full stage to perform on.

Everyone's chasing keywords. But Google, it's seeking trust. I've seen unknown sites with perfect SEO fall behind. They're bested by others with just decent SEO but strong brands. Why? People trust the names they recognize. Google notices this. It's not just backlinks that matter. Consider this: What if your name was part of the search? Not just the product or service. It changes the game. Brand-building is the secret sauce. It's harder but pays off long-term. Instead of just ranking, aim to be remembered. Let your brand speak louder than any keyword list. When people look for you, Google listens. Build a real connection. That’s the future of search.

Picture a business pouring money into Google ads expecting instant wins. Yet, the real chaos is the lack of a clear strategy. Imagine you’re casting a net wide, but there’s no filter for quality. That’s broad match with no funnel. Your budget leaks through. Without fine-tuning, you pay for clicks that won't convert. A smart process does wonders. Think of a funnel as a guide for your visitors. It filters the curious from the committed. Each step needs a reason for the viewer to proceed. This is where your landing pages come in. They must engage and persuade. Align your message with user intent, and watch interest become action. Paid traffic isn’t about volume. It’s about directing the right traffic. With smart filtering and engaging content, you turn ads into real business growth.

Strategy is more about what you choose to ignore than what you choose to do. In our agency, our best decisions came from saying no. We turned away wrong clients, avoided low-value projects, and skipped the latest flashy marketing trends. This wasn't easy. Every "no" felt like closing a door, but it freed us up for what truly mattered. By ignoring what didn't fit, we had more time and energy for real opportunities. This approach led to more significant outcomes and stronger relationships. It felt like pruning a tree; cut the weak branches for the fruit to grow better. What you ignore defines what you can grow and scale successfully. Stay focused on your vision by being clear about what doesn't belong.

Do you need fresh ideas for your SEO content but you're short on time? In just 10 minutes, you can find at least 10 ideas from your own data. First, open Google Search Console. Look at your top 20 queries. Focus on what you are ranking for now. Find queries you haven't covered in detail yet. Are there topics you just briefly mentioned? Think about them as new blog or web page topics. Create a list of these potential topics. Are you recognizing anything surprising? Imagine a potential client searching with these terms. How can you better give them the info they need? Write down these ideas. You have now found valuable content topics quickly. Remember, your data hides great ideas. Just look closely and take action based on what you find.

Picture walking into a room buzzing with people. Every conversation blends into a dull hum. Now, imagine one voice breaking through with a story that grabs your attention. Why does this happen? Because that voice is different, not louder. Brands work the same way. People remember stories that break the pattern. Look at Apple, how they stand apart with simple designs and clear messages. It's not just about being bold; it's about being memorable. The same product told differently catches the eye. Ask yourself: Do you want your brand to be a whisper or the voice that they can't ignore? Blend in, and you get lost. Stand out, and you become the story they tell others.