{"id":6121,"date":"2022-09-28T12:41:01","date_gmt":"2022-09-28T12:41:01","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/"},"modified":"2022-09-28T12:41:01","modified_gmt":"2022-09-28T12:41:01","slug":"seo-is-math","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/","title":{"rendered":"SEO is math"},"content":{"rendered":"<p>SEO often doesn\u2019t get a fair seat at the table when marketing budgets are determined.\u00a0<\/p>\n<p>Even though <a href=\"https:\/\/searchengineland.com\/seo-is-marketing-387001\" target=\"_blank\" rel=\"noopener\">SEO is marketing<\/a>.<\/p>\n<p>As we\u2019re approaching a time when many companies are having meetings in their conference rooms to determine <a href=\"https:\/\/searchengineland.com\/percentage-budget-seo-387020\" target=\"_blank\" rel=\"noopener\">budget allocations<\/a> for the upcoming year, I want to help further the case as to why SEO should have a voice in the room (and <a href=\"https:\/\/searchengineland.com\/enterprise-seo-budget-plan-387117\" target=\"_blank\" rel=\"noopener\">budget in your marketing plans<\/a>).<\/p>\n<p>But first, let me address a bit more why I feel SEO doesn\u2019t get its fair shake.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Proving_the_value_of_SEO_is_complicated\" >Proving the value of SEO is complicated<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Size_of_the_opportunity\" >Size of the opportunity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Understanding_the_traffic_potential_of_SEO_efforts\" >Understanding the traffic potential of SEO efforts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Assessing_SEO_opportunities_in_ecommerce_and_B2Blead_gen\" >Assessing SEO opportunities in ecommerce and B2B\/lead gen<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Ecommerce_opportunity_assessment\" >Ecommerce opportunity assessment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#B2Blead_gen_opportunity_assessment\" >B2B\/lead gen opportunity assessment<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/09\/28\/seo-is-math\/#Putting_the_math_in_SEO\" >Putting the math in SEO<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Proving_the_value_of_SEO_is_complicated\"><\/span>Proving the value of SEO is complicated<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SEO can be a challenge for some in marketing departments to wrap their heads around. There are many moving parts and it\u2019s not as easy as <a href=\"https:\/\/searchengineland.com\/guide\/what-is-paid-search\" target=\"_blank\" rel=\"noopener\">PPC<\/a> when you understand exactly how that works.\u00a0<\/p>\n<p>With PPC it\u2019s generally a matter of:<\/p>\n<ul>\n<li>Choose keywords.<\/li>\n<li>Write\/ place ads.<\/li>\n<li>Pay when someone clicks.<\/li>\n<li>Send that click to a landing page of your choosing.<\/li>\n<li>Report on results (sales\/leads).<\/li>\n<\/ul>\n<p>It\u2019s true. SEO is more complex than this. And, because of its complexity, I will often instruct prospects to think carefully about not just <strong>when<\/strong> to invest in SEO, but <strong>whether<\/strong> SEO is even a really viable investment in the first place. Often, the answer to these questions is \u201cit depends.\u201d\u00a0<\/p>\n<p>Remember, an investment in SEO doesn\u2019t just revolve around hiring an agency or an individual in-house to oversee and drive the strategy. <\/p>\n<p>Unlike PPC, there are many other considerations, including:<\/p>\n<ul>\n<li>Web design and development that may be required, such as:\n<ul>\n<li>Creating a new architecture \/ navigational structure.<\/li>\n<li>Creating new page templates to better support SEO.<\/li>\n<li>Creating a blog\/resource section on your website (if you don\u2019t already have one).<\/li>\n<\/ul>\n<\/li>\n<li>Content, such as:\n<ul>\n<li>Page content.<\/li>\n<li>Resourceful content.<\/li>\n<li>Thought leadership, white papers or webinars.<\/li>\n<\/ul>\n<\/li>\n<li>PR and legal reviews:\n<ul>\n<li>Ensuring that content meets with company compliance needs (especially for medical\/pharma\/legal\/insurance industries and other highly regulated industries).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Case in point: My agency has a client who\u2019s engaged us to aid in the re-structuring of their website (including an audit of their existing presence versus that of a competitor). <\/p>\n<p>The work coming out of this audit resulted in 130 hours worth of web development requirements this client needs to see through to completion in order for the investment that they\u2019ve made with us to be substantiated.\u00a0<\/p>\n<p><em>I highly recommend that you consult with a trusted friend\/partner who has experience in SEO to help you to make this determination. Many SEOs (the nice ones <img decoding=\"async\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/72x72\/1f60a.png\" alt=\"\ud83d\ude0a\" class=\"wp-smiley\" title=\"| Craig Hordlow\">) would be happy to provide a free analysis\/opportunity assessment. Take advantage of the advice.<\/em><\/p>\n<p>Today, I\u2019m going to assume that we\u2019ve determined that there is an opportunity for SEO to provide value for your business. Undoubtedly, if you\u2019re in the conference room trying to determine what \u2013 if anything \u2013 to budget for SEO, you will want to better understand:<\/p>\n<ul>\n<li>The size of the opportunity.<\/li>\n<li>The size of the investment needed to get you there.\u00a0<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<h2><span class=\"ez-toc-section\" id=\"Size_of_the_opportunity\"><\/span>Size of the opportunity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When determining the &#8220;value&#8221; of an SEO effort, there are two sides to the coin.\u00a0<\/p>\n<p>One easy metric is to consider &#8220;replacement cost&#8221; of the traffic. If you were to buy this same traffic via PPC (that you\u2019re considering targeting via SEO) what would it have cost? Semrush makes this available via their &#8220;Traffic Cost&#8221; metric:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"229\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/1-Semrush-traffic-cost-metric-800x229.png\" alt=\"Semrush traffic cost metric\" class=\"wp-image-388153\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>This can sometimes be a big number, as we see for Search Engine Land. You may find that many of your competitors are realizing this kind of value, yet you aren\u2019t.\u00a0<\/p>\n<p>That may be as far as you need to go to make your case to the board that SEO is &#8220;worth the investment.&#8221; That\u2019s one way to measure it.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Understanding_the_traffic_potential_of_SEO_efforts\"><\/span>Understanding the traffic potential of SEO efforts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>But if you\u2019re a mature marketer, you will try to move beyond just &#8220;click value&#8221; to something more meaningful.\u00a0<\/p>\n<ul>\n<li>Tangible value.<\/li>\n<li>Sales. <\/li>\n<li>Leads.<\/li>\n<li>Downloads of white papers.\u00a0<\/li>\n<li>Sign-ups for webinars.<\/li>\n<\/ul>\n<p>How you measure this will depend upon whether your business is ecommerce or B2B\/lead gen. For both verticals, you&#8217;ll need to do two things:<\/p>\n<ul>\n<li>Identify the possible keywords that you\u2019ll want to target.<\/li>\n<li>Determine what it might take to compete (i.e., site structure\/link acquisition).<\/li>\n<\/ul>\n<p>Since I\u2019m assuming that you\u2019re a marketing head and perhaps not an SEO, here\u2019s how I would quickly suggest you conduct this type of assessment.\u00a0<\/p>\n<p>Using Semrush (subscription required), navigate your way to the <em>Organic Research<\/em> section. Here, you can enter the domains\/website addresses for direct competitors who you believe are doing well with their organic presence.\u00a0<\/p>\n<p>Once you\u2019ve found a competitor who appears to have a significant organic presence, click into the <em>Top Organic Keywords<\/em> section and click <em>View all organic keywords<\/em>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"434\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/2-Semrush-top-organic-keywords-800x434.png\" alt=\"Semrush &quot;View all organic keywords&quot;\" class=\"wp-image-388154\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>You will now see a complete list of your competitors\u2019 keywords. But this will also include your competitors\u2019 &#8220;brand&#8221; keywords (their company name, etc.). You need to filter this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"289\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/3-Semrush-top-organic-keywords-advanced-filters-800x289.png\" alt=\"Semrush organic keywords advanced filters.\" class=\"wp-image-388155\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Still, though, this data isn\u2019t great. It\u2019s showing us any keywords that our competitor is ranking for within Google\u2019s top 100 results. <\/p>\n<p>Let\u2019s make this more meaningful\/useful by reducing that number down to rankings &#8220;which matter&#8221; (that\u2019s a subjective metric). In this case, I\u2019m going to only concern myself with the top 20 ranking keywords:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"621\" height=\"321\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/4-Semrush-top-20-organic-keywords.png\" alt=\"Semrush top 20 organic keywords\" class=\"wp-image-388156\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Now I have a workable list of keywords that I know are driving significant organic search traffic to my competitor(s):<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"181\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/5-Semrush-competitor-keyword-list-800x181.png\" alt=\"Semrush keyword list\" class=\"wp-image-388157\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>This shows me that:<\/p>\n<ul>\n<li>There are 19,029 keywords ranking in Google\u2019s top 20.<\/li>\n<li>The &#8220;local guide program&#8221; is driving a large share of traffic to my competitor.<\/li>\n<li>The &#8220;seo&#8221; keyword would have cost me approximately $6.20 cost per click if I were to buy that traffic via Google Ads.\u00a0<\/li>\n<\/ul>\n<p>And, as mentioned previously, we can see the &#8220;value&#8221; of this competitors\u2019 non-brand organic traffic, based on the &#8220;replacement cost&#8221; (&#8220;Traffic Cost&#8221;):<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"224\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/6-Semrush-competitor-traffic-cost-800x224.png\" alt=\"Semrush Traffic cost.\" class=\"wp-image-388158\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>If you\u2019re highly ambitious<\/strong>, this is the next step that you can take. Download the Top 20 Rankings list into a spreadsheet.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"532\" height=\"136\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/7-Semrush-top-20-organic-keywords-export.png\" alt=\"Semrus top 20 keyword export.\" class=\"wp-image-388160\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Create columns into your spreadsheet to make some assumptions (i.e., Ranking Top 3; Ranking 4-7; Ranking 8-10; or you may want to get as detailed as to estimate each top 10 position).\u00a0<\/p>\n<p>Since we have the estimated monthly search volume for each keyword, you can now multiply those numbers by the potential click-through rate of each potential\/future rankings.\u00a0<\/p>\n<p>Thanks to Backlinko\u2019s work on <a href=\"https:\/\/backlinko.com\/google-ctr-stats\" target=\"_blank\" rel=\"noreferrer noopener\">average CTR in the Google SERP<\/a>, we have some estimates:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"627\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/8-Google-organic-CTR-breakdown-by-position-627x600.png\" alt=\"Google Organic CTR breakdown by position.\" class=\"wp-image-388161\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>SEO is an imperfect science. But this at least gives you some visibility into the traffic potential that exists for an investment. In short, <strong>it puts some math into the projections<\/strong>.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Assessing_SEO_opportunities_in_ecommerce_and_B2Blead_gen\"><\/span>Assessing SEO opportunities in ecommerce and B2B\/lead gen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you have at least an idea of the traffic potential, we need to break out the tasks for determining what potential &#8220;real&#8221; value might exist, in terms of things that are more tangible (sales\/leads, etc.).\u00a0<\/p>\n<p>For the purposes of this article, I\u2019ll be focused on either an ecommerce website or a B2B\/lead gen website.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Ecommerce_opportunity_assessment\"><\/span>Ecommerce opportunity assessment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019re an ecommerce website, you should have a general sense of:<\/p>\n<ul>\n<li>\u00a0Conversion rate into a sale.<\/li>\n<li>Average (net) value of a sale.\u00a0<\/li>\n<\/ul>\n<p>Knowing these things, you can run some estimates on how much you might make based upon varying degrees of traffic increases.\u00a0<\/p>\n<p>For instance:<\/p>\n<ul>\n<li>10,000 visits per month x 1.5% conversion rate into a sale = 150 sales.\u00a0<\/li>\n<li>150 sales x $300 average net value of a sale = $45,000 per month.\u00a0<\/li>\n<\/ul>\n<p>Knowing this potential real value, you can then assess if the investment that you believe will be required in an SEO effort is &#8220;worth it.&#8221;\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"B2Blead_gen_opportunity_assessment\"><\/span>B2B\/lead gen opportunity assessment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019re B2B\/lead gen, you should have a sense of conversion rate into a lead (and hopefully you\u2019re tracking form submissions, phone calls, chat\/messaging apps and other &#8220;leads&#8221;\/conversion types).\u00a0<\/p>\n<p>Working with this <strong>and<\/strong> your internal data on conversion rates from lead to qualified lead and qualified lead to sale, you should be able to calculate the potential ROI.\u00a0<\/p>\n<p>Taking the same traffic potential above (10,000), here\u2019s what that calculation might look like:<\/p>\n<ul>\n<li>10,000 visitors x 5% conversion rate into a lead = 500 leads.\u00a0<\/li>\n<li>Let\u2019s say that \u00bd of those leads are qualified (500 x .5 = 250).\u00a0<\/li>\n<li>Then, let\u2019s say that we convert 40% of our qualified leads into a sale (250 x .4 = 100).\u00a0<\/li>\n<li>So, we have 100 potential sales from the SEO investment.\u00a0<\/li>\n<\/ul>\n<p>What\u2019s our average net value of a sale?\u00a0<\/p>\n<p>Every business is different. We have a client whose average net value of a sale is $400,000. That makes the ROI argument pretty easy to make.\u00a0<\/p>\n<p>But let\u2019s say that your average net value of a sale is $400. With 100 sales x $400, that\u2019s $40,000 in net value from your SEO investment.<\/p>\n<p>Knowing this, you can determine how much you can profitably invest into an SEO effort.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Putting_the_math_in_SEO\"><\/span>Putting the math in SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These formulas are far from perfect. But they provide an opportunity to put math behind what you\u2019re asking for in an investment into an SEO effort.\u00a0<\/p>\n<p>You should also caution those involved that SEO is not a quick fix. It may very well be that you\u2019ll spend the first months of the effort in deep research before big changes occur.\u00a0<\/p>\n<p>As mentioned above, other hard (internal) costs could be involved, such as a restructuring of your website, content additions, page additions and PR\/thought Leadership items. Do your best to account for these things.<\/p>\n<p>While there are certainly times when I have strongly recommended against a company investing in an SEO effort, it\u2019s more often that you\u2019ll know me as a champion of the channel.\u00a0<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/seo-is-math-388151\" target=\"_blank\">SEO is math<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO often doesn\u2019t get a fair seat at the table when marketing budgets are determined.\u00a0 Even though SEO is marketing. As we\u2019re approaching a time when many companies are having meetings in their conference rooms to determine budget allocations for the upcoming year, I want to help further the case as to why SEO should have a voice in the room (and budget in your marketing plans). But first, let me address a bit more why I feel SEO doesn\u2019t get its fair shake. Proving the [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6121","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6121"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6121\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}