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EP • 51h 26min

Improving SEO

with Peter Rota • Technical SEO Manager, HUB International

In this episode of The Ranking Heroes Podcast, hosts Nebojsa and Nenad sit down with Peter Rota, Technical SEO Manager at HUB International and freelance SEO consultant, for a conversation about what actually produces results in SEO — and what doesn't.

Peter Rota — Improving SEO, episode 5

The Basics Still Win, and Most Sites Still Get Them Wrong

Peter prioritises audits by impact, fixes the foundation before selling anything, and ties every recommendation back to revenue.

  • Technical SEO Audit Prioritization
  • Title Tag Optimization & Testing
  • Shopify SEO Limitations
  • Local SEO & Google Business Profile
  • Content Optimization Workflow
  • Backlink Quality Assessment
  • Client Communication & Transparency
  • Cross-Department Collaboration
  • Why title tags remain the most influential on-page element and how small keyword repositioning changes produce measurable click improvements.
  • Peter's approach to prioritizing technical audits by impact versus resource cost, not just tool-generated severity scores.
  • Common Shopify SEO pitfalls including canonical issues, URL bloat, and pagination problems that trip up store owners.
  • How Peter uses a “no BS" communication style with clients built on transparency, regular reporting, and honest scoping.
  • The role of contextual internal links as a ranking differentiator when backlinks are hard to earn.
  • Why geo pages and Google Business Profile optimization still work for local SEO, and the gray areas around keyword-stuffed listing names.
  • His advice for new SEOs: build a personal brand, rank your own site, and offer free initial work to create proof of results.

Best Moments From This Episode

Whether you're an early-stage founder looking for your first customers or a seasoned marketer refining your playbook, this episode is packed with strategies you can apply right away. Hit play below and dive in!

Peter Rota: #1 SEO tip: set realistic client expectations
Peter Rota: Locked out? You knock on Google's door
Peter Rota: AI spots trends, automation helps you scale

Nebojsa: Hey guys, welcome to the ranking heroes, a podcast where we discuss different strategies with the experts behind them. I'm Nebojsa, your host and here we have Nanac Tamenko, which is my co -host. Today we have a very special guest with over a decade of experience in SEO, Peter Rota. Thanks for joining us and it's a pleasure having you on this podcast. So to kick off this properly, we want to hear more about

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