SEO Expert Developed Processes and Tools to Make SEO Easier Than You Think

Written by Adrian Ignacio, Journalist

With the expansion of the internet, SEO has become one of the most popular ways for businesses to get traffic and potential business online. The industry is expected to grow from $46,656.2 million in 2020 to $103,236.2 million in 2025 at a rate of 17.2%. However, it is more than just including buzzwords to increase organic visibility but through targeted optimizations, technical tune-ups, and regular reviews and modifications on these techniques and strategies. Yes, SEO is much harder than it was years ago, but thankfully, many SEO experts have developed tools and processes to help automate some of the tasks.

And Marco, the founder of, an online resource for travel, food, and crafts, is one of them. He started doing SEO in 2017, and during his venture at an agency based in New York, Marco helped develop Redirect Path, an SEO Google Chrome extension that lets you track the paths of redirect chains with a click of a button. A redirect is a way to send users and search engines to a different URL from the one they originally requested. However, too many redirects between the initial link users click on and the eventual destination will prevent search engines from accessing the destination page, cause a delay in indexing, and eventually negatively impact the organic performance.

This plugin is the first of its kind and is incredibly helpful for spotting issues and maintaining websites' technical health. The healthier your site is from a technical perspective, the more likely you will be rewarded by Google when it comes to organic ranking and traffic. The tool has been downloaded over 200,000 times, with a rating of 4.5 out of 5 in the Chrome Web Store.

Also, Marco developed a technical audit checklist that helps other digital marketers understand the state of their sites from an SEO perspective. The latest version was revised to align with the most recent updates in the community, with clear explanations for each audit item, information on additional resources, and what to look for. For instance, if you want to check if any pages on the domain have been removed using the URL Removal tool, the checklist tells you to go to GSC (Google Search Console) and navigate to Google Index and then Remove URLs. But note that the URL removal tool only temporarily removes URLs from the index, and a different approach, such as 404 or no-index, should be taken for permanent removal.

Even first-timers will be able to audit their sites using this checklist. When you mark up all the items, you will get a score indicating the technical health of your site. Marco's previous clients, including Marcus by Goldman Sachs, Comeet, and J.Crew, and many other organizations that haven't directly worked with him, such as Macy's and Wells Fargo, have used this to check the health of their sites and improve the organic visibility of their content in Google.

It is also worth noting that Marco conceived of, created, and wrote for his travel website, In just a few years, it became one of the top sites in the space, with over 3 million annual readers. He created unique and novel formats for his site, including grouping long-form content by geographies, types, and genres for higher readability. Marco's website also used ratings and reviews from various local directories to create editorially genuine best-ofs articles. Though Marco no longer manages the site, his articles continue to draw attention en masse. In 2021, the site also launched faceted navigation that lets readers search destinations and guides using filters like "best time to visit," "located in," "great for," "cost," and "visa and vaccination requirement," acting as a one-stop-shop for trip planning. While such a feature is common in eCommerce, this is the first time it has been used in publishing, offering readers a brand-new way to find and consume content.

Hailun (Marco) Feng

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