Day 29: Google Ads, SEO, and the Marketing Balancing Act
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Today, I spent over an hour on the phone fine-tuning my Google Ads account. Honestly, it’s hard not to feel like I’m tossing money into a firepit. But here’s the thing: for most startups, marketing spend is one of the biggest investments. It’s just part of growing. Still, moments like these remind me why I’ve doubled down on blogging. Daily updates aren’t just a creative outlet; they’re a long-term strategy for SEO and building something sustainable.
Fifteen years ago, I was a Creative Director—or more accurately, a one-woman creative department. I redesigned our company’s website and took a crash course in SEO, thanks to hours of Lynda.com classes and a lot of trial and error. Back then, the formula was simple: clear titles, clean URLs, daily updates, backlinks from trusted sites, and carefully chosen keywords in meta descriptions. I even spent my downtime posting in forums to boost our organic search rankings. And it worked—we eventually turned off our ads altogether because our SEO was strong enough to carry us.
But that was then. SEO has grown up a lot since those early days, and I’ve been wondering—how much of what I learned is still relevant? Turns out, the basics still hold water, but there’s a lot more to think about now.
What Works for SEO in 2024?
SEO has shifted to prioritize quality and relevance over hacks and shortcuts. Here’s what I’m learning as I adapt:
1. Understand Search Intent
It’s no longer about cramming in keywords and hoping for the best. Google rewards content that genuinely helps people find what they’re looking for. That’s why I’m keeping product titles clear and straightforward, and I’m planning content pages that showcase each dog breed—soon to include cats, animals, and travel spots. These pages will go beyond listing products; they’ll aim to answer real questions and be a resource for pet lovers.
2. Focus on Quality and Expertise
Google is big on “E-E-A-T” (Experience, Expertise, Authoritativeness, Trustworthiness). That means sharing what I know from personal experience and leaning into my passion for pets and products. Authentic, helpful content is key—no fluff, just real insights.
3. Build Topical Authority
One-off posts aren’t enough anymore. To stand out, you need to dive deep into topics and build clusters of related content. That’s why I’m working on breed-specific pages that link to helpful resources like training guides and Facebook groups. Over time, I want Isloved to feel like the ultimate resource for pet owners.
4. Prioritize User Experience (UX)
SEO now rewards websites that are fast, mobile-friendly, and easy to navigate. This has been a challenge for me—my current theme doesn’t support custom filtering, which makes building out the cats section more complicated than I’d like. Do I take the time to design the perfect system myself or hire someone to do it? It’s on my mind.
5. Use AI Thoughtfully
AI tools are great for speeding up tasks, but Google still values content with a human touch. While I might use AI to brainstorm or assist with editing, every post is infused with my voice and perspective. It’s all about keeping things personal, helpful, and maybe even a little funny.
6. Ethical Link Building
Backlinks still matter, but it’s not about dropping links all over the internet. Earning them through genuinely valuable content is the way forward. Those breed-specific pages I mentioned? I’m hoping they’ll become so useful that other sites will naturally link to them.
7. Prepare for Visual and Voice Search
Search habits are changing. More people are using voice assistants and visual searches, so I’m making sure my content is structured to answer conversational questions and for screen readers, I’m adding detailed alt text to every image.
Staying the Course
SEO is a marathon, not a sprint. I’m not expecting overnight results, but blogging daily has given me a routine and a sense of progress. Every post, every tweak to the site—it’s all building toward something bigger.
Someday, I’ll get this balance figured out, and maybe then I can finally focus on art again. Until then, I’m trusting the process, keeping the faith, and building a foundation one step at a time.