https://www.erichooverdigital.com/seo-blog daily 0.75 2025-02-21 https://www.erichooverdigital.com/seo-blog/brand-awareness-search-ai monthly 0.5 2025-02-21 https://www.erichooverdigital.com/seo-blog/the-ai-boom-is-over monthly 0.5 2023-09-05 https://www.erichooverdigital.com/seo-blog/2022-google-algorithm-updates monthly 0.5 2025-02-21 https://www.erichooverdigital.com/seo-blog/chat-gpt-google-bard-seo monthly 0.5 2025-02-21 https://www.erichooverdigital.com/home daily 1.0 2026-02-20 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/eea2b11d-e18a-441f-8af1-ae632d48de62/Screenshot+2025-08-29+at+6.20.58%E2%80%AFPM.png Home https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/80c0d9fd-3c59-4573-88e4-e78e63e24335/Screenshot+2025-07-07+at+3.00.09%E2%80%AFPM.png Home https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/76e98f54-abea-4828-949d-b2d93922f077/cmpaign+mag.jpeg Home https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/6dbbdec5-8816-4d75-b8f4-d38d0a77a11c/Screenshot+2024-05-31+at+2.46.57+PM.png Home https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/ad7e222e-e24a-4f89-b3fa-51089eeb8fd6/Hoover-9265.jpg https://www.erichooverdigital.com/seo-projects/content-strategy-activia-oikos daily 0.75 2023-06-18 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/a1a682a0-1402-4c9c-bf06-f779a6aaaa64/livekindly_dairy_danone.jpg SEO, Content, Yogurt How to Optimize Yogurt for SEO, UX and a Positive Message Attempting to remain ethical in the world of marketing is something I’m very passionate about…but it’s not always easy. I’ve been lucky enough to work with a multitude of brands that share my passion of being as carbon-neutral as possible. I’ve worked on several projects for Danone, a B-Corp themselves, all featuring plant-based products. Working alongside several dairy-free, vegan and plant-based yogurt brands allowed me to team-up with strong UX and design teams. Together, we created fully search-enriched content strategies for Two Good (now Good Plants), So Delicious and Silk Plant-Based Yogurt Alternatives. Utilizing SEO insights, audience personas and industry trends, we built out: Site taxonomy recommendations and UX-focused CTA’s Site-map navigation and structure mocks Delivered an updated brand tone of voice Fully-optimized content briefs and SEO recommendations The goal was to answer audience needs, while focusing on Danone’s wish to promote healthy, protein-rich dairy alternatives and low-sugar goodness to their consumers. Today, these brands continue to rank well in the expanding landscape of alternative foods. https://www.erichooverdigital.com/seo-projects/excedrin-seo-content-strategy daily 0.75 2023-06-18 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1609111390187-EFWLS8JQ5GN7Z7TDZE20/migraine+medication SEO for Migraine Relief - Exceeding SEO and Content Strategy Expectations with UX for Excedrin I’ve been preaching at the alter of SEO and Content since my days working for Razorfish Health. Back then, we had the lion’s share of J&J OTC products, so when I eventually moved over to help lead North American SEO at Resolution Agency (formerly Resolution Media), I didn’t need much onboarding to work with GSK products. Between that and partnering with Weber Shandwick, I was exposed to a new type of collaboration - SEO and UX. I had the pleasure of working along one of the best Organic Search teams I’ve ever partnered with (Resolution), and one of the most dedicated UX/Content teams at WSW. We optimized several consumer and healthcare provider websites, but the most memorable (to me, at least) was the Excedrin redesign. Our goal when leading the full redesign of Excedrin.com was two-phased: Deliver relevant information across the consumer journey, and optimize that story based on how users were searching for headache and migraine relief. https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1609111372306-NZLVWXXORJJVHWHSOXRV/migraine+medication+chart SEO for Migraine Relief - As we dissected each audience persona and built archetypes, as well as a deep-dive into competitive OTC medications, we learned how our targets were searching: Questions (What is the difference between headaches and migraines?), Research/Types (What is a sinus headache?) and Relief/Treatments (Best headache treatments). This redesign followed the idea of a “choose your own adventure” story - Clicking on either the homepage Headache or Migraine CTAs drove users along themed informational journeys. Content answering all of those needs, optimized for SEO from the URL/navigation level to On/Off-page content, eventually took consumers to a Product Page and Goal Completion. More importantly: Everything, from UX CTA’s to user-friendly drug usage charts, was influenced by SEO findings. We showed that providing education, support, and treatment could win the trust of headache and migraine sufferers for GSK - so much so that the content strategy was awarded the Content Marketing Institute’s Marketing Project of the Year Award in 2015. For the client, it was the first time many non-brand terms showed at the top of Page 1 as both Traditional and Rich Results. https://www.erichooverdigital.com/seo-projects/technical-seo-site-migration daily 0.75 2023-06-18 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1607697037737-U1RJ7F28SER5AP0DLE9L/lg+computer+monitor Technical SEO Site Migration - An SEO-led Migration Plan My first day at iCrossing, and I was thrown into a 100K URL website migration. My group director at the time, Claudia, thought I was going to quit after a week. Fortunately, I had lived through several six-figure URL migrations already. LG Electronic’s US site underwent a host and design migration/update in 2019. This LG 5.0 Site Migration included SEO at every step in the process, where I led a team of developers and content-focused SME’s to plan, execute, and support with technical guidance. Website migrations can be a tricky process in terms of transferring organic search authority to new domains. Planning for a migration means developing a full plan of attack - with thousands of URL redirects, metadata optimizations, and other content and technical updates set in staging before the new version launches. Missing out on proper redirects, or not updating metadata appropriately, could mean a huge drop in organic traffic for not only a single page, but an entire website. https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1607888231313-3UB3AW1KFHC904PARMLP/lg+redirects+migration+5.0 Technical SEO Site Migration - As team lead, I developed a roadmap featuring SEO recommendations In order to mitigate a heavy loss in organic visibility and prevent drops in traffic, the SEO team delivered: A 60K URL redirect list, condensed from 100K, along with canonical tags Metadata (title tags, descriptions) for more than 30K B2C and B2B pages Product schema markups across B2C and B2C On-page copy optimization updates, footer copy migration Code consolidation recommendations Real-time SEO consultation and site monitoring Extensive post-launch QA of all SEO elements https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1607888007597-WMCP10VJ80IKD62VYT9X/lg+traffic+migrations+results Technical SEO Site Migration - The outcome saw only a temporary drop in traffic and rankings before normalizing Organic Rankings saw the biggest impact post-5.0, dropping 35% MoM in July. A drop in rankings is normal post-migration, caused by Google re-indexing a website post-launch. But by August, just a month later, rankings of brand and non-brand terms normalized across Page 1 of Google. Organic Visits saw a temporary decrease of 2% in July. This is also a normal occurrence post-migration, due to Google re-crawling (re-indexing) a new version of the site. After only a 4 day drop following Google’s indexing of 5.0, traffic moved back up to pre-migration performance before increasing more than 20% going into Q4. This is still the most successful website migration I have ever been a part of to this day (and I am updating this in 2023, with many migrations under my belt since LG 5.0). For our part in this project, iCrossing’s SEO team was awarded the 2020 MediaPost OMMA Award in Search Marketing. https://www.erichooverdigital.com/seo-case-studies daily 0.75 2025-01-01 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1735765488668-IDLK6SB8EYPVAG3XW4CT/unsplash-image-Lh-CTP558tc.jpg https://www.erichooverdigital.com/awards daily 0.75 2024-05-31 https://www.erichooverdigital.com/seo-projects/ai-seo-product-listings daily 0.75 2024-08-10 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/d251f243-d5da-4d89-bdce-ecaa25f5c5c9/image-asset.png Utilizing AI & SEO for Organic Shopping Feed Optimization - AI-enhanced SEO for Google Organic Shopping Feed Optimizations After a successful SEO-proposed and led test of AI-enhanced Organic Shopping Listings in 2022, the SEO team I was leading worked to build AI-assisted processes for content optimizations, leading to stronger performing Organic Shopping in the US for a major footwear brand. As part of our 2023 project, the team utilized Google Gemini & open sourced FeedGen AI technology to review over 12,000 product-variant titles and descriptions within the Shopping feed, identifying areas of further optimization based on various keyword synonyms and scraped web/LLM content to provide a larger match-rate for relevant user searches. Primary Goals: Boost (or at least maintain) traffic by increasing keyword coverage for relevant searches Growing online sales via conversions by a minimum of 2-3% (our success metric hit during the initial test) Decrease build time for hybrid AI+human optimizations https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/a0395972-6a95-4b01-b822-69971ed4c31e/unnamed.jpg Utilizing AI & SEO for Organic Shopping Feed Optimization - Our results blow away any predicted successes, even when accounting for seasonal shifts in consumer behavior After conducting a 30-day pre/post analysis to determine impact seen across the feed, we achieved a +25% increase in Organic Shopping traffic, along with a +24% increase in both transactions and revenue. The SEO team also cut organic feed optimization build time in half with this approach that is now being implemented globally. https://www.erichooverdigital.com/articles-podcasts daily 0.75 2025-12-05 https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/fa1dc0bd-2a9c-4595-b81f-068cfebd0bd4/Screenshot+2024-11-30+at+1.49.18+PM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/30d95bdc-8ab9-45a4-8f14-589646c13195/cdn.i.haymarketmedia.jpg Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/34e9f411-f286-45a9-8358-135dafc8b578/Screenshot+2024-08-09+at+8.28.27+AM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/6dbbdec5-8816-4d75-b8f4-d38d0a77a11c/Screenshot+2024-05-31+at+2.46.57+PM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/cfed8610-3da1-453e-9b7c-f71361870150/Screenshot+2024-05-31+at+2.46.32+PM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/4540b9ba-f000-4e1d-9d54-3f18070f01e4/Screenshot+2024-05-31+at+2.46.19+PM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/1736346326772-EIM9CQDSFEEYJZV73RQ9/unsplash-image-eGGFZ5X2LnA.jpg Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/56d8cf64-f622-4c9e-99e9-c219581c41d5/Screenshot+2025-01-22+at+3.16.41+PM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/a2607e37-1b6d-4a66-a50c-46921e042e1c/Screenshot+2025-05-17+at+4.54.00%E2%80%AFPM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/80c0d9fd-3c59-4573-88e4-e78e63e24335/Screenshot+2025-07-07+at+3.00.09%E2%80%AFPM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/eea2b11d-e18a-441f-8af1-ae632d48de62/Screenshot+2025-08-29+at+6.20.58%E2%80%AFPM.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/24aa0531-1f30-44aa-888b-4d220581e128/Sq+-+SEO+Skills+2026+Promo+9.png Articles & Podcasts — Eric Hoover - SEO & Content Strategy https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/7d2041a3-a4b5-4332-9a9a-45cd6562a14c/Screenshot+2025-07-20+at+4.39.16%E2%80%AFPM.png https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/7fb5a4d3-7491-4aa5-b561-3647ee17e881/Screenshot+2024-05-31+at+2.47.15+PM.png https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/a096a8b0-9b82-436b-b99f-4def34acd709/Screenshot+2024-07-30+at+9.44.35+AM.png https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/7fb5a4d3-7491-4aa5-b561-3647ee17e881/Screenshot+2024-05-31+at+2.47.15+PM.png https://images.squarespace-cdn.com/content/v1/5fa1af118ea2913e34dba17e/7fb5a4d3-7491-4aa5-b561-3647ee17e881/Screenshot+2024-05-31+at+2.47.15+PM.png