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Optimized for Speed, Designed for Customers

SEO audits that build brand loyalists

Optimized for Speed, designed to build brand loyalists. Mobile users will leave a website if it takes longer than three seconds to load leaving your website for a competitor.  Great user experience, easy to read and targeted content results in customers interacting with your website and completing your call to action.   The start to a successful website, new or old, is to perform an SEO Audit.

 

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What is Search Engine Optimization?

Search Engine Optimization consists of technical and quality factors.  The technical on-page and off-page factors are the minimum standards that every website should have, whereas quality SEO is providing content that exceeds your customers expectations. My series of Strictly Local SEO blog posts discuss the basics of helping customers find you by implementing a few key moves.  dvanced (Quality) SEO starts off by looking at the following factors…and then gets even deeper.

  • Links
  • Content
  • Rank Brain

Want to learn some behind the scenes stuff?

Google’s top three search engine factors 2017

There are three major factors I take into consideration when creating your SEO audit.  These are defined by the leaders in the SEO industry.  There are always updates to Google’s algorithm and the most recent lists the following as the top three factors (in no particular order) that affect how your webpages are ranked: links; content; and RankBrain. However, there are hundreds of other ranking signals (factors) that affect a webpage’s rank.

Links

All of your webpages should have internal and external links, but like everything…don’t over do it!  Internal links help the user and search engines navigate your site and provides the user with related content that may further explain a subject you are discussing.  External links are also used to help the user who is reading your content (be sure those links open in new tabs) and provides the possibility for the author of the site to link back to you if they like some of your content and share it. What did I say earlier?  Oh yeah…Don’t over do it!  I used a couple extra, because I want you to be able to read top level content.

External links

The underlined phrases and words in the previous paragraph are one example of how to use external links. I make sure that the words in the hyperlink are not overoptimized: the phrases don’t match the Urls of the pages they are linking to; I use multiple words in a sentence to reduce the weight of the keyword; and I link to relevant sites.  Who should you link to when creating content?  You should go to sites with high authority, sites with related content.  High authority websites have the following characteristics:

  • Large popular websites that have a high trustworthiness (domain authority)
  • Are not spammy
  • Have numerous backlinks from other high authority sites
  • Has lots of quality content pages
  • Have been in existence for some time.

Internal links

The nice thing about internal links is that it promotes users clicking further into your site, but they also help with SEO.  Internal links provide search engines a place to go from the current page they are on, thus you are guiding the mapping of your website. On the other hand, if you create content that is not linked to another one of your webpages, then the search engine can’t find it.  Your webpages also have different levels of domain authority and you can share some of that authority with the new content.  Above all, internal links should feel natural and provide the reader with value added content. Don’t link somewhere just to have a link to somewhere.

Quality content

The days of keyword stuffing to get Google’s attention are long gone.  Good Riddance!  Quality content is the second of the top three factors that Google’s Algorithm takes into consideration when ranking your pages. It’s easy to create content that matters if you take a few things into consideration.

Quality not Quantity

It is better to produce one or two blog posts a week when adding content to an existing site, instead of daily 100 to 300 word posts.  Take your time and provide something new to the reader, or improve upon and provide a new viewpoint from a blog post you have read elsewhere.  An article’s length can be anywhere from 500 to 2000 as long as it meets the needs of the consumer.  Start your posts with deciding what target keywords you want to use.

Keywords

Target keywords are what your article is all about and they help search engines rank your content accordingly.  These keywords should be in the title and at the beginning area of your post. You can use it in other areas of your post as well, but this is the one place you must have it… Don’t over do it, because the consumer will back click to the search engine result page if they can’t find their search phrase right away. Back clicks from your page to the search engine results page is BAD as it affects your click through rate and increases your bounce rate. Since you can’t and shouldn’t use one keyword over and over again you are going to have to be creative in how you write.  Luckily LSI’s are here to help.

Latent Semantic Indexing (LSI) are keywords or search terms related to the target keyword you. Check out lsigraph.com to create your own LSI’s.  Having one or two of these in your content helps search algorithms know what your page is about and will get it to your target audience.  One of the best examples I’ve seen that describes why LSI is important is the discussion of the word “Apple”.  An apple is a fruit, but it is also the name of some tech company.  If your article was about fruit, then you would have LSIs that might talk about “How to peel this fruit”, “types of apples”, “oranges are another fruit people like”.  Google will not send someone looking for information on iPad’s to your apple post.

It takes time

Quality posts have target keywords, LSI’s, related keywords and meaningful well thought out and researched information.  This page you are reading took a good eight hours of research (not including my prior knowledge) reading other people’s posts, writing, rewriting, making sure I met the basic SEO requirements and I haven’t even uploaded it to my website.  I’m just under 1000 words too.  There is so much that I could share that we’d be at 5000 words at least if I went into full detail. The difficult part of content creation is knowing what to leave out as well.

RankBrain

RankBrain is Google’s artificial intelligence that is part of the over 200 signals that help rank your webpage.  This AI guesses which pages will rank higher than others by implementing mathematical vectors to figure out what content on a webpage means.  That’s all I’m saying about that. If you want to learn more about RankBrain, then Google it.  What is important to understand is that you provide quality content, written well, using some of the information I’ve shared above.

If you want to learn more about SEO then  I recommend checking them out to understand what SEO is all about. Moz.com has SEO resources for both the marketing expert and the small business owner, check out the best of the best  Bloggers like ViperChill do in-depth studies in online marketing. His 2016 story on how just 16 core companies are dominating the search engine results pages is terrifying and informative.

The geek in me just loves Search Engine Land’s Periodic Table of SEO success. They also have a great list of free resources for you to learn SEO.