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Keyword SEO is Not Enough – 8 Steps to Fixing

Google, Search, SEO / By /

SEO, a part of search engine marketing imageThat statement is certainly not a great revelation. However, it is worth repeating. While it has never been a case of “build it and they will come” for websites, many think a Search Engine Optimized website will automatically do well for nearly any search using keywords related to what their website offers. It seems that many people think that “Keywords” = SEO. Obviously, that has always been an overly simplistic view, but keywords do play a big role in getting a given web page displayed in search results. That said, there is much more to SEO, and certainly more to generating traffic to your website.

How people use the Internet and Web has dramatically changed.

Much that happens on the Internet no longer includes viewing a web page. It happens on Facebook, Twitter, LinkedIn, Pinterest, Instagram, various chat platforms, regular email, newsletters, and other platforms. People are using phones and other mobile devices, not just desktop computers. When internet activity does involve viewing a web page, in many cases the visitor came from a link in content on one of the aforementioned platforms and devices.

How Google, Bing, Yahoo, and other search engines evaluate and rank available content on the web that can be displayed in Search Engine Results Page (SERPs) rankings has dramatically changed as well. Reportedly, Google has over 200 Ranking Factors. Only a portion of those have to do with on-page SEO.

On top of that, with Google’s “Universal Search” results displaying many elements in addition to traditional snippets and links to relevant websites. Search results may now include (not all at the same time) the following.

  • Site Links (6 pack)
  • Google Map + Pins
  • Local Carousel – Photos
  • List Carousel – Just that, grouped list of results
  • Knowledge Panel – Top Right, info related to query
  • Google AdWords – Top, Right Column, Bottom
  • Answer Box
  • Image Mega-Block
  • Video Results
  • News Results
  • Social Results
  • In-Depth Articles

Where eight to ten traditional listings were once displayed for a query, now there are often only three or four. The competition for results page real estate is very real.

It is this simple. Traditional on-page, keyword search engine optimization, is not enough by itself to achieve high rankings in search results. What you do online other than on your website, and what others say about your business and your web presence, impacts your website traffic.

Here are 8 steps to fixing your search results rankings.

  •  Have a quick-loading, attractive, relevant, and frequently updated website.
    • Google includes site speed in their 200 ranking “signals”
  • Well-written content that visitors find of value, and worthy of sharing
    • Compelling content that conveys your value proposition for your product or service
  • On-Page Search Engine Optimization done correctly, including headings and internal links
  • Add a blog, or “what’s new” page that has fresh and compelling content
  • Don’t forget any given keyword has to be on a web page to show up in search results
  • Create and use at least one or two Social Media accounts
  • Place Social Media share and follow buttons on your website
  • Send a monthly email newsletter (include links to your website) to clients and prospects

I know. It sounds like more work and time, and it is. That said, in today’s rapidly and constantly changing online world, Keyword SEO is Not Enough. 

Contact us today about a free website audit for your business or organization.

1-800-281-9993 or 608-822-3750 or contact@webwisedesign.com

Have an Old Website That No Longer Ranks Well in Searches?

Google, Search, SEO / By /

p-google-search-boxFor years, many have believed the age of a domain name is a factor in Google search results rankings. We have seen anecdotal evidence that it seems to be true, to a point.  Google’s Matt Cutt’s answer to a related question in a Google Webmaster Tools video prompted this post.

Does this sound like your business?

  • Your domain name was registered several  years ago.
  • You had a website before a lot of others understood the importance.
  • Your website was doing pretty well in Google for many keyword searches
  • Lately, the last statement is no longer the case.
  • You are wondering why you no longer do as well in Google SERPS (Search Engine Results Page) rankings.

Does this sound like your business or organization?

  • You have not done any meaningful updates to the content on your website in years
  • You have not redesigned the look and layout of your website
  • Your photos and graphics are not optimized to be fast loading
  • You are not using Social Media
  • You have not included Social Media share & follow buttons
  • Your competitors have been doing all of the above

Take a fresh look at your website to see just what visitors are experiencing, and compare that to what they experience on your competitor’s or other similar websites.

Don’t just listen to us. See for yourself what Google’s Matt Cutts says in his video, “How can an older site maintain its ranking over time?“

Search Engine Optimization Benefits from YouTube Videos

Search, SEO, YouTube / By /

YouTube One ChannelNot many think of their YouTube videos as a Search Engine Optimization (SEO) tool, but here at WebWise Design & Marketing, we do. A high percentage of our clients who use videos on their websites, or on YouTube, have experienced excellent improvement in SERP (Search Engine Results Page) rankings. Next time you do a search on Google, take note of the companies with YouTube accounts linked to their websites and how they rank in the search results.

To benefit the most effectively, start by creating a YouTube “One Channel” for your business, community, or organization, and upload your videos there. Be sure to include keyword search terms in your titles and descriptions so your videos will be found when people search.

Setting up a YouTube “One Channel” (an abbreviated version):

Do

  • Do: Create short, quality videos for display on your website and on YouTube
  • Do: Create and customize your YouTube “One Channel”
    • Use a properly sized, quality version of your logo.
    • Use the same color scheme as on your website. (Think consistency in marketing)
    • Enable the Overview tab
    • Link to your website
  • Do: Upload your videos on your YouTube “One Channel”
  • Do: Search Engine Optimize your YouTube Channel
    • Write keyword-rich titles and descriptions for your videos, and use relevant tags
  • Do: Judiciously embed your YouTube videos on relevant web pages

Do Not

  • Do not upload business or organization videos to a personal account, and likewise, do not  upload personal videos to a business account.
  • Do not use the default settings when customizing your YouTube One Channel
  • Do not ignore the fact that users present multi-device and multi-platform challenges
  • Do not upload videos that are not relevant and complimentary to your website content

Summary: DO use videos as part of your content and SEO marketing efforts. If done properly, you will reap rewards in more and relevant traffic to your website.

Of course, we are happy to help you with any or all of the above. Give us a call or drop us a note.

Two Things You Can’t Ignore: Landing Pages and Quality Score

Ads - Pay-Per-Click, Google, Search, SEO / By /

I am sure our clients, and others who take advantage of advertising using Google AdWords, wonder why I frequently talk about landing pages and quality score. Well, they are simply two things you can’t ignore!

The people of Google write about understanding landing page experience, and it is important to know what they say about it. It is also important for anyone wanting to maximize their investment in Google AdWords to use the advice they offer.

Here is how they start their article about landing pages, “Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience and Quality Score by focusing on three things: relevant and original content, transparency, and ease of navigation.”

How do your landing pages stack up?

Don’t forget the ever important quality score. Here are a few considerations that Google says can come into play when calculating “Quality Score.”

  • The keyword’s past click through rate (CTR): How often that keyword led to clicks on the ad
  • The display URL’s past CTR: How often the display URL received clicks
  • The account history: The overall CTR of all the ads and keywords in the account
  • The quality of the landing page: How relevant, transparent, and easy-to-navigate your page is
  • The keyword/ad relevance: How relevant the keyword is to the ads.
  • The keyword/search relevance: How relevant the keyword is to what a customer searches for
  • Geographic performance: How successful the account has been in the regions targeted.
  • If targeting the Display Network – The ad’s performance on a site: How well the ad has been doing on this and similar sites.

It is important to note the number of times in the above list that Google looks at account performance. It is easy to not worry about a particular keyword or a handful of keywords that are not performing well, but it is a costly mistake to ignore the impact poor performing keywords can have on your ad display placement.

Here is more from Google on Quality Score.

Don’t forget. When it comes to Google AdWords campaigns,  there are “Two Things You Can’t Ignore: Landing Pages and Quality Score.”

Five Reasons You Should Claim Your Google Places Listing, Today!

Google Maps, Local, Search, SEO / By /

If you have not, and many of you have not, claimed your Google Places listing, here are five reasons you should claim your Google Places listing today!

Google Search for Insurance Lancaster WI

1. This Google quote, “97% of consumers search for local businesses online.”

2. Google’s Universal Search results

In today world of Google’s Universal Search results, nearly every time a potential customer does a Google search that contains your community’s name (or the region where your business  is located) and the type of product or service you offer, they will see a Google map with pins on it, and a list of businesses represented on that map. Is there a pin for your business there? There is no easier nor quicker way to improve visibility in Google SERPs, than claiming, and using your Google Places listing.

3. Make sure your listing is accurate and thorough. Did I say thorough?

You may add photos and videos; custom categories like your  service area, brands you sell and how to find parking; and coupons to encourage customers to make a first-time or repeat purchase.

4. Customer Reviews

Google and prospective customers both love customer reviews. You don’t have to do many test searches using Google to see that websites of companies who have several reviews on their Google Places pages, do very well in Google SERPs.

5. It is easy, and takes a very few minutes.

You may verify your phone number, address, and add business hours.  After you have claimed and verified your Google Places listing, you may go back and take advantage of the features.

To make sure the basic information you submit is accurate, Google will ask you to verify it first by entering a PIN that will be sent to either your business address or phone number. (We recommend using the phone number. It automated and is nearly instantaneous as opposed to weeks.)

Now, go claim your Google Places listing!

Here is some help from Google:

Getting started with a local business listing on Google Places

Google Places quality guidelines