On-Page SEO: Definition, Importance, Practices

Home On-Page SEO: Definition, Importance, Practices
Everything you need to know about traditional On-Page SEO techniques to optimize content on your webpage, making it more relevant to search queries. The process of optimizing web sites for targeted keywords in order to boost search visibility and traffic is known as on-page SEO (or on-site SEO). It entails aligning keywords with page-specific components such as title tags, headers, content, and internal links. Some SEOs mix together on-page and technical SEO. However, I like to keep them apart. Technical SEO, in my opinion, handles issues such as page and site performance, duplicate content, site structure, schema, and indexing. To put it another way, technical optimization is concerned with your entire website, whereas on-page optimization is concerned with particular URLs. There's also off-page SEO, which includes things like link building and brand mentions that occurs outside of your website. If you want search engines to reward you, you must take your on-page SEO approach seriously. While Google still looks for keywords in your text, keyword stuffing is no longer effective since it degrades the user experience. This type of SEO characteristics that are user-focused will become more significant as the Google search algorithm becomes more complex. On-site SEO allows search engines to comprehend your content and rank the most relevant URLs for specific queries when done correctly. On-page SEO also provides structure and clarity, which consumers will enjoy. The importance of this kind of SEO cannot be overstated. With these aspects in mind, you'll be well on your path to greater organic search engine results.

Here Is The Optimum WordPress Site SEO Setup

WordPress Site SEO Setup

While having a website that is properly set up for SEO does not guarantee SEO success, having one that is designed and/or set up poorly can guarantee failure. While the bulk of the work of SEO is publishing quality content at regular (and preferably frequent) intervals, it’s critical the SEO setup of your WordPress site be done well.

This post describes how to set up a WordPress website for strong SEO. At the end of this post we include stuff that is important for conversion because as you know unless you’re selling advertising, visitors are not enough. You need website visitors to take actions that drop them into your sales funnel. You need website visitors to become leads.

This post assumes familiarity with WordPress. As such, WordPress concepts are not explained, and details on how to navigate within the WordPress dashboard may be missing.

WordPress Site Setup Important for SEO

Settings

There really is only one setting that is critical, and that is how you set your permalink, which defines the structure of the URL for your blog posts.

The URL of your blog posts should contain the relevant keyword phrases. The best way to do this is to:

  • Set your WordPress permalink so the URL of the post contains the blog post category name, and so that the URL of the post contains the title of the post.
  • Choose blog post category names that are relevant SEO keywords.
  • Create strong SEO friendly blog post titles that contain the relevant keyword phrases.
  • Per the image below, set your permalinks to “Custom Structure”, and set the Custom Structure to “/%category%/%postname%/”.

This causes two things to happen:

  • The blog post category name will appear in the URL.
  • The blog post title will appear in the URL.

Both of these provide an SEO boost. The importance of the blog post category names is discussed below in the section titled Topic.

Plugins that Provide SEO Benefits

There are five types of plugins that provide SEO benefits as you setup a wordpress site. The last one listed is the one that allows you to set the SEO metadata for your pages and posts. We list it last not because it’s the least important, but because most people focus only on SEO metadata, and fail to attend to other important aspects of the SEO of their WordPress site.

Maintain an up to date sitemap.xml file

The sitemap.xml file is a list of all the URLs on your website. When a website search robot visits your site, it looks for this file. The existence of the sitemap.xml file makes it easier for the search engines to crawl your site, and also provides an ability to index pages that are not linked to somewhere on your site.

We recommend Google XML Sitemaps By Arne Brachold.

This plugin creates an updated sitemap.xml file every time your website is updated.

There is only one “caveat” with this plugin (and we believe all the XML Sitemap plugins), and that is after you install it, you must manually initiate the creation of the initial sitemap.xml file, which you do by selecting Settings > XML-Sitemap.

We’ve never found any reason to modify the settings of this plugin from their default values.

Redirection of 404 “Page Not Found” Errors

There is a belief among SEOs (and somewhat supported by Google) that the SEO ranking of your site is hurt by excessive 404 errors. While there is no definitive definition of what “excessive” is, and not everyone agrees with this idea, installing this plugin is quick and easy, and makes the issue go away.

In case you need a refresher, a 404 Error is Page Not Found. It occurs when someone attempts to load a non-existent URL. A common way this can occur is if you have a blog post which someone else has linked to, then for some reason, the URL of the blog post changes. Either you’ve changed the category name, or changed the blog post title (even slightly) and the web page URL along with it.

We recommend Redirection By John Godley

After you install this plugin, when your website is presented with a non-existent URL, it returns the home page rather than a 404 error.

A broken link is a link from a web page on your site to a URL that no longer exists. When you have a broken link on your site, someone reading the page with the broken link selects the link (not realizing it’s broken) and is presented with a 404 Page Not Found error.

404 Page Not Found errors hurt your SEO because this hurts the user experience.

We recommend Broken Link Checker By Janis Elsts, Vladimir Prelovac.

This plugin compiles a report of all broken links on your site. It makes it easy to find them and fix them. By default, a check is run every 72 hours, but we’re a little extreme and we set ours to run every 24 hours.

This allows you to know: 1) which post (or page) contains the broken link, 2) what the anchor text in the post is, 3) what URL you’re linking to, and 4) what error is being returned. With the above report, it’s really easy to find and fix broken links.

Displaying Related Posts at the Bottom of Every Blog Post

These plugins need to be configured, but there is no one right way. You have great flexibility and how you set things up is mostly a matter of preference.

The SEO benefit of this plugin is that the TITLES of other related blog posts are displayed at the bottom of every blog post. While you must not keyword stuff posts, the post itself is only part of the web page real estate.

Google has a concept of Main Content as well as Supplementary Content.

By displaying the titles of other blog posts at the bottom of every blog post, you somewhat keyword stuff web pages without keyword stuffing blog posts.

We recommend Related Posts By iLen.

Set the SEO Meta Data for Posts and Pages

There are two critical fields of SEO metadata: Title Tag, and Meta Description. The title tag is sometimes called the SEO secondary title and it should be different from the blog post title. The SEO metadata is the description that appears in the Search Engine Result Page (SERP). See below.

We recommend SEO Ultimate By SEO Design Solutions.

We know Yoast SEO is the most popular SEO plugin by far, but the truth is Yoast WordPress SEO asks that you setup far too many things. As recently as 4 years ago the various things the Yoast plugin looks at made sense. But as Google tightened its algorithm to focus more on content quality (which is the ULTIMATE source of inbound links), most of that detail is no longer relevant enough to spend time on. That being the case, we’re recommending “out of sight and out of mind”.

We recommend SEO Ultimate as it is by far the simplest SEO plugin we’ve seen.

The two fields displayed above ARE what’s most important for the SEO needs WITHIN your post. H1, H2, etc headers do provide some SEO benefit, but it’s so small the time spent worrying about it would be time better spent on writing other content or doing link-building outreach. Keyword density can get you in trouble. It’s best to stick to the basics while taking a more “holistic” view of the SEO requirements of your website.

So install SEO Ultimate, accept the default settings, and start publishing.

Plugins that Provide Conversion Benefits

wordpress site SEO setup
Image Source: mohamed_hassan

For conversion, what matters is: Call to Action buttons, forms, contact DBs, and keeping people on your site.

Let me first talk a little about Forms and Contact DBs. What we suggest below is the simplest method of capturing lead information. The form generator and the contact DB are local to the WordPress site.

A better solution is to use an email marketing or marketing automation solution where they provide both the ability to generate forms and a place to capture contact details. All the major email marketing and marketing automation providers have this ability.

But when you’re first starting out, using WordPress plugins for this makes sense.

Contact Forms and Contact DBs

We recommend Contact Form 7 and Flamingo (Both By Takayuki Miyoshi).

Contact Form 7 is a plugin that allows you to create forms. Flamingo is the companion plugin that stores the contents of the submitted form. Significant setup is required to create a form and have it routed to the email address of your choice, but the setup is pretty straightforward.

Call to Action Buttons

If your WordPress theme does not allow you to create Call to Action (CTA) buttons, then you need a plugin that does. For these plugins, there are no settings per se, but you have to create buttons (at least one) which you will place within blog posts and/or pages.

We recommend Max Buttons By Max Foundry.

All the CTA buttons on this website are created with MaxButtons.

This plugin is by no means necessary and all it does is when someone selects a link to a webpage that is NOT on your site, it opens that page in an external window (a new browser tab). This allows the visitor to leave your site without leaving your site. When they close the browser tab, they’re back on the page where they started from.

We recommend Open in New Window By Keith P. Graham.

Plugin for Monitoring and Measuring

Another important aspect of WordPress site SEO setup is monitioring and measuring your optimization to ensure the best results.

We recommend Smart Google Analytics Code By Oturia.

This plugin makes it very easy to set up your site for both Google Analytics and Google Search Console (formerly known as Google Webmaster Tools). You will be using both of these tools, so you need to set up your website to do so. This plugin is simply the easiest way to set up both that we’ve found.

Topic

This is a topic (no pun intended) about letting the search engine robots know what your site is about. When your site is very very large (such as Wikipedia, or Facebook) it can be about many things and Google won’t get “confused”. But when your site is smaller it needs to be ABOUT something and when it’s about too many things, the search engine robots take longer to rank your site. Sometimes much longer.

What follows is not settings per se, but things you set within WordPress that allow the search engines to know what your site is about. we’ll go into each one in more detail below, but there are four areas where you tell Google what your site is about:

  • SIte Title
  • Tagline
  • Blog Post Category Names
  • Blog Post Titles

We know someone who calls this The Golden Thread, and that’s a good name. What matters is that you create a “thread” of your website topic(s) through those 4 things.

Site Title

Set in Settings > General. This should be 2 to 4 words that provide a very broad idea of what your website is about.

Tagline

Also set in Setting > General. This should be a sentence that includes relevant words and phrases to help search engines “focus in” on what your website is about.

You have limited real estate, so be sure no word is used more than once. When some word is used twice, you’ve eliminated the ability to use a different word, and you want as many different (and appropriate) words as reasonably fit into a proper sentence.

Blog Post Categories

You set these as Posts > Categories. They are relevant to SEO because you’ve set your permalink to display the category name in the URL, and that part of the URL provides some SEO benefits. Some, but this is something you set once and leave alone, so it’s worth doing.

You want no more than 12 blog post categories. Maybe 13, but do not get carried away.

Blog Post Titles

These are the individual titles of the individual blog posts. They are the last layer of the golden thread. It should be obvious which category a blog post goes in, and if it’s not you may need to rethink either your category names or your blog post topics. These are relevant to SEO for two reasons:

The title shows in the URL because of how you’ve set permalinks, and this provides an SEO benefit. Your title IS your H1 header, and that provides SEO benefits as well.

Blog post titles should be 55 to 70 characters long (70 characters is the limit of displaying titles in Google SERPs), should contain words and phrases people are likely to use in search queries and use each word only once.

Like your Site Tagline, your blog post titles provide limited “real estate” and when you use one word more than once you give up the opportunity to use another word. You want your blog posts to match as many search terms as you reasonably can.

In Closing

While this may seem like a lot, for the most part, WordPress Site SEO setup is something you do once and don’t need to continue doing. It will setup your WordPress blog site for SEO success, provided you publish a sufficient stream of quality content others find good enough to link to.

We want to emphasize that setting up your WordPress website for good SEO does not guarantee SEO success, but rather it is where you start.

Sometimes an improperly setup site kills the SEO benefits of the highest quality posts. The search engine robots never index the posts and pages and hard work is wasted (not permanently). But, doing this basic setup in no way relieves you of the responsibility to publish, which is the real work of SEO and Content Marketing.

Anchor Text Rituals – Useful Tips From Experts

Anchor Text Rituals

We have put together some useful tips from experts in anchor text rituals.

Naming your pages with strong keywords provides an easy-to-follow map of your site. A particular web page or content can be retrieved from the database by using a keyword or a related search string. Search engines make a wide variety of data available that can provide detailed insight into the intent and motivation of potential customers. Some CMSs allow you to access the same content via multiple URLs if you don’t set them up correctly.

This causes issues when search engines don’t know which is the best version to choose.

Fortunately, unless you are being spammy, most duplicate content issues don’t cause a site to be penalised. Not only will a great linking setup be useful when proving your authority to Google, Yahoo and Bing, but it can also create a much more complete interaction with your potential customers.

High advertisement ratio can be mitigated by using walled garden sites:

In the early days of SEO, you could get a site to rank fairly easily by buying a bunch of low-quality backlinks, keyword stuffing (including the same keyword on a page a bunch of times), or by buying a domain address (website name) that exactly matched the keyword you wanted to rank for.

In order to please both the search engines (who will reward you with high rankings over time) and potential customers and return visitors, you need to offer value above and beyond search engine optimization. When it comes to writing effective SEO content, you should always begin by thinking of the perfect headline.

However, an effective headline can do wonders for not only SEO purposes but also for your social media and website visitors as well. By correctly using header tags in the following order H1, H2, H3, H4 all the way to H6 (if necessary) when inputting copy, you’re helping crawlers navigate each page of your site easily and understand its content. Heading tags are also a great way to break up the copy on your page to make it more readable for your visitors. If you notice that the ranking has fallen precipitously through many pages within a very short time, there is a serious problem.

Anchor Text Rituals – Google ranking factors can be affected by citations:

These can help people to quickly scan the page and find the information they’re looking for. But, there’s still more to it. Do not copy another site’s content without asking permission first. It’s bad for you, the site you’re copying from and the reader too. Keyword research can be done using free tools.

There are plenty of things that you can do to optimise your content as part of your blog roll or your on-page content. SEO factors have varying weights and no SEO consultant knows the exact weight of each or when these weights change. We’re not going to talk about every SEO factor. This is because Google has over 200 SEO factors and over 10,000 sub-signals for ranking. That is way too much information to digest and remember.

Anchor Text Rituals – Analyse your existing link bait:

We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: “SEO has the potential to promote companies, without them having to pay anything extra for advertising.”

As a rule of thumb, the easier you acquire a link, the less value it will likely have. You have to think outside of the box (link building is not just guest posting). Creating content that consistently drives traffic to your site is a win; however, not all traffic is created equal.

The challenge is finding a balance of content that is interesting, sustainable, and relevant to your business interests. Based on your business goals, searcher data, and competitive landscape, you can refine the initial list of target searches to subsets that are most likely to convert and that are reasonable areas for your business to initially compete in.

The internet marketer then starts optimizing their websites for the search engines by creating good content, manipulating HTML code, such as Meta tags and descriptions, writing great web page titles and keyword dense content, and creating natural back links to their websites.

Useful tips from experts in anchor text:

If you want to rank for a high-value, high-competition blockbuster phrase, don’t worry about it. Just start writing high ranking content for lots of related topics. You first need to fill your site with link magnets.

A backlink to your site is when another website provides a link to your site, and a good SEO campaign aims to get trusted websites backlinking to yours to demonstrate its credibility to search engines. This can hurt user experiences and impact search rankings.

Your site should be free of broken links and configured to signal broken links to crawlers using a 404 response status code. There are enough studies done by leading SEO experts out there that suggest that there’s a high correlation with optimizing them and higher rankings in SERPs.

If you want a better SEO ranking and more happy returning customers, you have to make sure that they get the very best user experience. Reliable hosting and a fast website are the two most important (yet very affordable) investments any website owner should do.

Anchor Text Rituals – Having fun with metrics:

Leveraging exceptional content is the right way to engage your audience. SEO combines art with science, and content is the way to get maximum results. It can help you create your brand, draw backlinks from relevant quality sites, build relationships, and position yourself in your industry.

Keep in mind that quality and consistency are crucial. Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits.

It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed. Ensure the number of new site visitors arriving via organic search is growing, month to month and year over year. Both Google and Bing take page-loading speed into account in their website ranking algorithm. SEO is a time consuming effort which most people running an online business do not have.

Using SEO For Ecommerce – How To Guideline

Using SEO For Ecommerce

With the current state of the web, you can literally order anything online and have it delivered to your front door. Yes, even bread, eggs and milk. If you are starting your own e-commerce business, then get ready for a major challenge. E-commerce sites often have thousands of pages, making them an extremely challenging SEO issue. Properly linking these pages together, and especially obtaining links to the actual product pages from external sites, is a very difficult and time consuming task. Using SEO for ecommerce is not as intimidating as it may seem.

In many ways, this makes SEO for e-commerce sites a whole different beast from trying to rank a blog. Here are a few things you can do to make this task more manageable.

Using SEO For Ecommerce #1 – Create an SEO Keyword Field In Your Database


Inevitably, an e-commerce site is powered by a database complete with product names, prices, and other variables. Include a keyword field in this database so that it is always immediately clear what keyword you are trying to rank this product for. This is extremely useful for your link building efforts, your product description and title optimization, and countless other tasks.

#2 – Optimize Your Product Detail Page

This is by far your most important content. All product pages must have the following pieces:

– A Product Name – The title of the page should be the product name, which should include all relevant keywords in as few words as possible. Every product name should be unique and it should be clear to users what each product is.

– Price – The price should be easy to find and prominent, or you will end up irritating your users who are trying to shop. The price is one of the first things that users look for, so be sure to put the “buy” button right next to the price so that it is easy to find as well.

– Buy Button – The buy button should be prominent, colorful, and easy to spot. It should almost always be “above the fold” so that users don’t need to scroll down in order to find it. Keep in mind that words can have different meaning in different cultures. “Add to basket” is more appropriate than “add to cart” in the UK, for example.

The product name and title tag should be closely related or identical, and certainly contain the keyword. All content on the page should be crawlable. Avoid duplicate content at all costs, and for the same reason do everything you can to avoid using the manufacturer’s description as the product description, since all of the other e-commerce sites will be using the same content.

Using SEO For Ecommerce #3 – Avoid Session ID Duplicate Content

If your site uses session IDs, it’s possible that your site has duplicate content which could cause it to be penalized and buried in the search results. Session IDs are used for security reasons and to make sure that all transactions are traceable, but they also create a unique URL for every visitor who starts making a purchase.

Be sure to edit robots.txt so that the search engines don’t end up getting confused by all of this extra content. Even if your site doesn’t get penalized by duplicate content, it can make your site’s structure unclear in a way that harms rankings.

#4 – Product RSS Feed and Site Map

By submitting your RSS feed to relevant aggregators you can pick up tons of backlinks which can help improve your site rankings. Google Base is a good example of the type of aggregator to submit to. Site maps can also be incredibly helpful for e-commerce sites since their indexes are so large and there is always the possibility that certain pages won’t get crawled and indexed.

Using SEO For Ecommerce #5 – Find a SEO friendly shopping cart

Finding a SEO friendly shopping cart software can actually be quite a difficult process. Look for shopping cart software that is explicitly marketed as being SEO friendly. Don’t assume that this is taken care of just because your shopping cart software is expensive. Obviously there are incredible solutions on the web at affordable prices, but just because the first one sounds good does not mean it’s the best.

#6 – Go Social

Be sure to add social sharing buttons so that your best products can spread by word of mouth. Allow users to leave their own reviews in order to improve participation and to get feedback. Pay attention to your analytics to see where the buying funnel leads. Make sure that your site is fully integrated with analytics so that you are capturing all of the relevant data.

Conclusion

E-commerce sites are very difficult to optimize for SEO, but they need it perhaps even more than any other type of site. These tips should provide a good road map to get you started, but be sure to do your research and test everything extensively.

Did you enjoy this article? Got any feedback regarding this industry? Don’t be shy, comment below and let us know!

6 Website Redesign Questions To Save Your Ranking

website redesign questions

Questions to ask during your next website redesign or update. If you are currently involved in or are planning a website redesign, then we’re sure the title of our post caught your attention. We’re not prone to strike fear into people about SEO, but in our experience, website redesigns (or even website updates) have a knack for hurting Natural Search rankings. It actually makes a lot of sense if you think about it. During website redesigns, many companies try to make noticeable and impactful changes. You might add more interactivity and rich media, you might use the latest coding techniques to enhance the user experience, you might remove older web pages that you don’t believe need to be on the site anymore, you might change your URL structure, so on and so forth. But, and this a significant but, if you don’t look at your redesign through the lens of SEO, then you have a distinct possibility of hurting your search rankings. Actually, you can crush your rankings if you aren’t careful.

So, we decided to write this post on website redesign questions to help you stand out as the person that saves the day. The person that flies in with SEO on your chest, swoops down and identifies SEO issues with your redesign and then corrects a potential disaster in the making.

Note: These are actual SEO scenarios we have come across. Also, there are many more issues that can pop up, but we decided to focus on these 6 for the post. And don’t laugh when you read each item, this might be happening as part of your next redesign. 

Without further ado, here are 6 questions you can ask during your website redesign that can save your search engine rankings:

1. Are we using Flash in the right ways and only when we need its unique power?

If you know us at all, then you know we’re big advocates of Flash. But, replacing HTML content with full Flash pages or a significant amount of Flash can really cause problems SEO-wise. Run a cache command on a full flash webpage and you’ll see the problem quickly. That is unless you want to rank for “big blank white space”! 😉 If you do add more flash content to your site, then definitely utilize SWFObject 2.0 to provide search engine-friendly alternative HTML content. There are several variables that can impact how Google and Yahoo crawl your SWFs (the two engines working with Adobe now). Our tests and recommendations were backed up this week at SMX during the Flash and SEO session with Adobe, Google, Yahoo, and Live Search. What’s our rule of thumb with Flash? Use it where you need the unique power of Flash. Do not, we repeat, do not use Flash for your entire site or entire pages of content. Use it for web page elements only.

2. Did we analyze the Search Equity of web pages marked for removal?

If you will be removing content from your site, make sure you determine the Search Equity of your pages. Your current rankings are heavily based on the quality and relevance of your inbound links. You’ve worked hard to build those links, so why would you throw them away?? This happens all too often when you don’t take into account which pages are important from a Natural Search standpoint.

Campaign landing pages are a great example of this. Let’s say you launch a new product and use a wide range of marketing channels to promote the new product and landing page. When the campaign ends, you decide the page isn’t needed anymore, so you just delete it. But hold on… if you had taken a look at the Search Equity of the page, you would have realized it built more than 5000 links for you, mostly from industry-relevant blogs and websites! It earned a Pagerank 5 and you just threw away all of those links by deleting the page! We hate when we see this happen. Do your homework before deleting pages.

So what should you do? You should either keep the page as-is or 301 redirect the page to a corresponding page on your site. That might be the product category page or a similar product page. 301 redirects are the proper way to pass link power from one URL to another. It’s a permanent redirect and tells the engines that Page A has moved permanently to a new location (Page B).

Tip: Do not use 302 redirects when you remove a page. 302’s are temporary redirects and are not search engine friendly. We can write an entire post about redirects, but just remember that 301’s are good and 302’s are bad.

3. Are we changing our URL structure during the redesign? If we are, did we make sure the engines know where the old pages will reside on the new website?

Similar to the website redesign questions above, be careful if you decide to change your URL structure. If you change a URL from abcd.asp to efgh.asp, the engines will look at the page as NEW, even though the same content has been around for a long time (and has built up links and search power). Basically, the new page won’t automatically inherit the search power of the original page. Now imagine the impact if you change thousands of URLs, tens of thousands of URLs, or even more?

For example, let’s say you decide to include target keywords in your URLs, such as a product name and category. The old URLs that have built up a nice amount of Search Equity will all be changed to your new taxonomy during the redesign. That’s great, but again, all of that search power will, unfortunately, be lost unless you tell the engines where the new URLs are. Based on what we mentioned above, you can probably guess that it’s Mr. 301 redirected to the rescue again. You can redirect your old URLs to your new ones and safely pass their link power. We’ve seen this overlooked plenty of times, and again, the results can be devastating.

4. Are we using Vanity URLs or custom domains for our campaign microsites?

Note, this is one of the website redesign questions that doesn’t fall under something that will crush your current rankings, but it sure can impact how your site builds more power based on your hard work.

Let’s say you have a new marketing campaign going live soon and someone on your team wants to register a bunch of new domain names for the microsite. You know, something like www.TheBestDarnBagelOnThePlanet.com or something catchy like that… Here’s the problem. It will be a brand new domain that needs to build its own search power versus inheriting the trust from your core domain, which is why We’re bigger fans of using subdirectories, such as yourdomain.com/campaigntitle. Then your campaign will leverage your trusted domain, rank faster, and help build links for your trusted domain. It’s a win-win.

5. Are we replacing keyword-rich text content with images or Flash in order to achieve an aesthetic advantage? AKA, we want things to look pretty…

A MacBook with lines of code on its screen on a busy desk
Image Source: Christopher Gower

Your design team went nuts with the redesign, the new site looks incredible, and it uses all sorts of images and flash content in place of text content. You know, because the standard browser fonts aren’t sexy enough. We get that, we really do… but the SEO impact can be serious. For example, taking keyword-rich text content on each page and throwing it into images to get the desired look. Take your text navigation and place it in Flash or images. Again, this happens all too often. Text links are still the best way to get the bots to all of your content. And, using descriptive anchor text, you can tell the engines what they will find at the other end of the link. For example, using a text link with the anchor text Adidas Running Sneakers is much more powerful than using an image that holds the text Adidas Running Sneakers. Even if you use alt text with that image, it’s a much better idea to use descriptive text links. And, if you use Flash, then you’ll run into even more problems, which is why you should use SWFObject to provide an HTML version of your navigation. And for those of you who are saying, “I’ll just provide an XML sitemap to the engines and I’ll be fine”, keep in mind that the optimal way to get the engines to your pages is via a traditional crawl (as noted by a Google engineer at SMX this week). 🙂 XML Sitemaps are a great supplement and help with more than just content discovery, but they don’t replace text links and navigation as the best way to get the bots to your website pages.

6. Did we do such a good job at coding that we essentially removed key pages from our website? i.e. Where one page now handles the equivalent of 10 pages. The URL doesn’t change, but the content does!

Your developers did a great job of streamlining your code. They did such a good job, that 10 pages of content can now be handled dynamically by just one page. That one-page post back to itself and dynamically provides the content of 10 pages from your old site. Code-wise this might be outstanding, SEO-wise, it’s a nightmare. Beyond removing 10 pages from your site that might have built up Search Equity, you cannot optimize a page for each of the 10 items that will be presented on the fly. You are going to have a heck of a time getting those products to rank if they cannot be crawled! In addition, you cannot optimize the typical HTML elements like you normally would. For example, the title tag, h1, h2, body copy, inline links, etc. since the information will be loaded dynamically. Coming from a development background, we totally understand why you would want to code this way. However, from an SEO standpoint, it can cause all sorts of issues. We would make sure you can present each of the 10 pieces of content in an optimized web page with a distinct URL. You can still use code to streamline the process and delivery, but try not to handle everything at one URL.

A quick example would be a category page that dynamically presents each product within that category. This might happen when you click each product image (and this all happens at one URL). The engines would only see one URL and crawl the initial content. Not good.

So there you have it, 6 questions you can ask to save the day during your next website redesign or website update. Keep in mind that you will probably have a challenging time when you first introduce these questions. There will be pushback and requests to back up your recommendations. But once you do, and everyone involved starts to understand SEO best practices, the problems we mentioned will be less likely to occur. If they are less likely to occur, then you have a better chance of keeping your organic search power. If you keep your organic search power then you can keep driving natural search traffic to your site. If you keep driving natural search traffic to your site, then you can reap the benefits of that traffic, which can increase exposure, customers, and revenue.

Digital Content Strategy: Does Content Rule Alone in SEO?

digital content strategy

Ask any search expert how they think a digital content strategy affects SEO, and nearly all of them will probably say content is vital for achieving ranking results. The common mantra, “content is king,” has become a rule of practice in most SEO circles, though its origin dates back to an essay by Bill Gates before Google was even founded.

The issue here is that digital marketing is a complex, interconnected web of different strategies that affect one another in different ways. For example, search engine optimization (SEO) and search engine marketing (SEM) can be classified as two different strategies, while content can complement and enhance most other digital marketing strategies, including SEO, SEM, social media, PPC, affiliate marketing, and email marketing.

We know that content is vital for an SEO campaign to succeed, but let’s try to flip that logic around. Is it possible for an SEO campaign to succeed through the use of a digital content strategy alone?

The Roles Content Plays

First, let’s examine some of the most important roles that digital content strategy plays in an SEO campaign: 

  • Indexable pages. Producing more content means adding more indexable pages to your site. Quantity doesn’t matter nearly as much as quality, so merely adding pages won’t increase your rankings, but over time, if you keep your quality consistent, you’ll gain more meaningful real estate on the web.
  • Perceived authority. If you keep your quality high across your site, your content will increase Google’s perception of your authority. In other words, Google will view you as a provider of high-quality content, and will reward your content with higher rankings and visibility.
  • Contextual relevance. Content is a crucial factor in providing contextual relevance for your pages. Google’s semantic search analyzes the meaning of the natural language of pages more than it scouts for individual keywords; adding rich, concise content to your site gives Google more clues about what those pages mean and how they can be effectively tied to user queries.
  • Interlinking. Content also gives you more opportunities to interlink the pages of your site. The closer linked your pages are, the higher your authority will be.
  • Inbound links. Inbound links are necessary if you want to rank in search engines; they serve as external indicators of your trust, authority, and relevance as a brand. It’s possible to build these independently, but it’s far better to earn those links naturally by producing content that people naturally want to link to. This way, you’ll avoid a penalty and still earn those all-important authority building links.
  • Off-site publishing opportunities. Content can also be your gateway to building relationships with outside authorities, who in turn, can increase your own domain’s value. You can only succeed here if your content is good enough to publish and distribute on these channels.

Gray Areas

Aside from these key areas, you could argue that digital content strategy also plays a role in the following areas (though semantics and technical nitpicking could override this influence):

  • Meta data. Your title tags, meta descriptions, alt tags, and other forms of “meta” text are important indicators for the pages of your site to rank. Since they’re written for search engines almost more so than readers, you could argue that they’re only peripherally related to content marketing, but they still require mindful writing to successfully execute.
  • Site mapping. The page names, URL structures, and navigation of your site could be considered technical elements. However, they still require an intimate knowledge of your users, and messaging that caters to them.
  • Social signals. Social signals, the act of socially sharing content from your site, are small ranking factors, but they’re still important. These actions rely on strong content to succeed.

Where Content Isn’t Necessary

Now, let’s take a look at just a few of the “necessary” SEO strategies that don’t require content in any capacity:

  • Technical structure and indexation. The technical structure of your site matters–it needs to be in an indexable format, allowing search crawlers to read it fully and properly. Avoiding antiquated technologies like flash, including Schema.org microformatting, and ensuring the proper formatting of pictures and video are just a few of the considerations to bear in mind here.
  • Site performance. If your site doesn’t perform well, it isn’t going to rank well. Check to make sure your site is mobile-optimized, reduce your loading time, and add a layer of encryption to keep your users’ data safe.
  • Robots.txt. Your robots.txt file tells search crawlers what to crawl and what not to crawl–it has no bearing on your content strategy, and vice versa.
  • Technical issues. Even seasoned SEO experts are vulnerable to occasional technical issues, such as pages inexplicably going down or duplicate pages being indexed. These issues tend to arise independently of your content strategy, and must be solved independently as well.

The Final Verdict

Yes, content is king–it’s either a sole or partial contributor to the vast majority of tactics you need to be successful in SEO. However, there are some strategies that are imperative to your ranking potential that have nothing to do with content whatsoever. If you focus exclusively on a digital content strategy, you’ll miss these critical factors and sabotage your long-term potential. Accordingly, content should be one of your biggest priorities–it just shouldn’t be your only priority.

How to Use Landing Page for Lead Generation without Paid Ads

lead generation landing page

When conversion rate is lower, despite lots of traffic then you can blame the landing page for the disconnect. Landing Page for Lead Generation is an art and it helps you to collect leads that can convert their prospects. Landing Page for Lead Generation is designed for the purpose of capturing personal information like name, phone number, size of the company, email address, etc that prospect down the marketing funnel. You will never be able to generate customers without Landing Page for Lead Generation. Remain it’s that landing pages for lead generation plays a huge role in your sales process.

Landing Page for Lead Generation that users land on after clicking on CTA somewhere deep in your website page to invite them to subscribe, sign up or buy products. A lead generation page represents the conversion funnel where customers enter their entire information for exchange resources. You can collect and figure out various information that used to prospect closer to closing a sale

Lead Generation: What Is It And What Does It Mean?

Before talking about landing pages and lead generation it is good to give the definition of a lead. The term “lead” refers to a potential customer or a commercial contact that shows interest in the promoted product and/or service on various levels. Doing lead generation activities, therefore, means attracting the user and making sure that he or she approaches the brand’s products and/or services in a completely positive way until they are encouraged to purchase or fill out a form. In other words, the lead generation “naturally” stimulates the user’s interest and pushes him to act, making him become an active part of the sales process.

Lead Generation

Over the years and the continuous evolution of the internet, lead generation has become increasingly linked to online digital marketing campaigns and new lead generation channels: Facebook ADS, email marketing, display ads, and Google AdWords above all. What do these channels have in common? All of them drive traffic to a specific web page, called the landing page. The importance of landing pages in the online process of acquiring new customers seems obvious.

Acquire Customers With Converting Landing Pages

The secret of a successful lead generation campaign? The creation of landing pages that convert, aimed at increasing turnover thanks to the “conversion” of contacts into leads. Filling in forms, registering a form, or finalizing a purchase! These are the three objectives of a lead generation campaign!

To achieve these objectives, it is necessary to study an ad hoc lead generation strategy and follow the rules for creating successful landing pages:

  • Simple and captivating texts,
  • Clearly visible “Call to Action” buttons,
  • Contact form with essential fields,

What Is A Landing Page?

The landing page is the heart of a web strategy and is a direct response marketing tool, a discipline that aims to achieve a direct and measurable return in sales, orders, or requests for information.

Among the communication tools, we can say that the landing page is the practical tool in which the communication techniques developed by the hard sell masters throughout the last century materialize.

“Hard sell” means an approach to communication focused on immediacy and direct messages, simple and without words, which leads to immediate action and a single goal: to sell the product/service.

In a period of crisis such as the current one, it is essential that every effort is aimed at having direct repercussions on turnover, and it is for this reason that direct response marketing is so successful: if the big brands can afford to invest in advertising messages aimed only at to make their name run and to improve brand perception, small businesses need immediate, concrete and measurable results.

A landing page considers a few key actions for website users are:

  • Register for digital events like conferences.
  • It’s completely focused on the offer.
  • Download a portion of the content, like a free report
  • The headline also explains how the offer delivers sufficient value
  • Purchase an actual service being offered
  • A form for capturing at the minimum an email address and relevant more information
  • An image showing what the offer looks like

7 Best Tips To Optimize Your Landing Page For Lead Generation

One of the biggest advantages of inbound marketing is that your content continues to generate traffic and contacts for your salespeople even long after they have been published. According to HubSpot, on an inbound marketing-oriented site, 90% of contacts are converted every month thanks to old Landing Pages, created at least a month before! And up to 70% of new leads have turned into Landing Pages over three months old!

Creating new Landing Pages for lead generation today allows you to generate leads even in 6 months, 3 years, and so on! Thanks to a blog, more than 65% of the leads generated each month come from articles published six months earlier than from the most recent ones.

The content and offers you created months or years ago have enormous potential to continue generating leads in the future!

SEO And Lead Generation

To create your next content, do not just consider your current campaign and the objectives of this period, but optimize them to generate leads between several months and years.

But how can you make sure that your potential customers are found and leads are generated even after you stop advertising them with emails, sponsored, and social media? In the same way, you would for a blog post: optimizing it for search engines.

Organic-search traffic is the best source for quality leads: in many situations, it is easier to convert an organic visitor than one who came to your site from a paid ad!

Millions of people every day search on Google how to solve their problems: if you have content optimized for specific keywords you will be able to attract more traffic (read this article on the company blog to learn more about how to do it). When our potential customers try, for example, to solve their problems on creating an inbound strategy, they find the articles of the Archimedia blog on Google and this allows us to generate new leads every month without any type of work!

Always Keep SEO Best Practices In Mind When Creating New Content Or An Offer.

Here are the 7 best tips to optimize your landing pages for lead generation and organic traffic.

Create a short title containing the keyword

The most important element of on-page SEO is the title because it is one of the most effective ways to indicate the topic of the page to search engines and is a key component to consider if you follow SEO best practices. Where is it displayed? It is the description of the web page that appears at the top of the browser or in the tabs:

How to create the perfect title for your Landing Page:

It must be short

Google shows only the first 60 characters (spaces included), so you don’t have to copy the whole title of the guide or the content you want to promote. Pay attention to keywords and eliminate unnecessary words. Also, make sure that your potential customers are able to read the page content clearly and easily.

Include keywords at the beginning

Search engines give more weight to the keywords that appear on the left side of the title, then start with the most important keywords and eventually put others at the end.

Don’t put the company name

Optimize landing pages for long-tail searches for those who have never heard of your company, not for those who already know you. So omit your brand name.

Correctly structure the URL of your landing page

The URL is the second most important element: it serves to communicate to the search engine more information on the content, the structure of the site, and the topic it deals with. The rules are very similar to those of the title:

It must be short

Many search engines show only 65 characters and some of these are taken from the domain name, leaving you a few free characters.

Use slashes to separate concepts and sentences

Each level of depth in your URL has its own page that the public can check. For example, if you need to promote an offer to generate leads through social media in 2020, your URL address should be:

/ Lead-generation / social media / 2022-predictions /

To use this address you should have a page that talks about social media:

/ Lead-generation / social media /

And a more general page on lead generation:

/ Lead-generation /

In this way, you can “nest” your landing page within other more general web pages and at the same time help search engines understand how your content is organized. Make sure your landing page and the rest of your site content are organized well to help Google and people find the information they are looking for.

Put the keywords at the beginning

As in the title, the keywords that appear at the beginning of the URL address also have greater weight than those that appear after.

Enter the correct H1

There must always be a single “H1” that briefly describes your offer and explains the content of the page, with the keyword inside.

Remember to also include the benefits in the title of the page, otherwise, users who have clicked on your website may not find it so useful and go back in the search results to click on another result. In this case, the search engine thinks that your content does not respond to the user’s question and does not deserve to be classified for that term.

That’s why it’s important for your prospects to understand what you offer very quickly before they lose interest and come back. Our advice is to make the H1 similar or identical to the title of the page.

Also use subtitles, graphics, bulleted lists, and everything that comes to mind to help visitors understand your offer quickly and keep them on the site.

Write a clear and direct meta description

The content of a meta description of a web page is not a direct positioning factor for Google, but what you enter can influence the person to click on the search results. And the more people click on your content, the more the search engines take it as a signal to position you higher.

So always write the meta description and make it super interesting so that everyone clicks it. To be effective, a meta description must be fast, effective, and go straight to the point otherwise visitors will not continue.

Explain to users what to expect. Are you promoting an event? Explains how to register as a participant. Do you offer an ebook? Explain what they find inside. Here is an example of an Archimedia page meta description with the keyword “video interviews”.

Optimize your image

Many topics are also searched on Google images: for example, if you promote an event for which people have to register, keep in mind that many people could search for photos of the event. Visual content is more difficult for Google to analyze and understand, but this does not mean that images cannot be used to improve page positioning. To do this, in fact, you can use the name of the file and the alt text (its description).

The file name must be short and include words separated by dashes. The high text, on the other hand, must describe the content of the image, because it is displayed when the image does not load to explain to users what is missing.

The high text of an image and the file name can be good places to put synonyms or variations of keywords. It is not content that visitors usually watch but can help you optimize for several synonyms.

Use structured data for rich snippets

Rich snippets are used to improve search engine results lists such as those shown below. They give more information on the content such as the author, the songs, the reviews, the events, and the products, making sure that the page differs from the others in the search results and therefore earns more search traffic.

Be careful of how many fields you ask for in the form

A high bounce rate indicates that your readers immediately leave your pages and this can drop your ranking on search engines. Here is another tip to prevent your potential customers from leaving the page right away.

Landing pages have forms that your readers fill out with their personal information in exchange for benefits such as an ebook or ticket for an event. Remember that the forms are not very popular and if they require too many things, the public gets scared.

To minimize the information to ask your readers. If you find a form longer than 5 fields, examine the organic traffic of the page and the bounce rate, and ask yourself if it is better to shorten it.

By following these tips your content will rank high in the search engines for months and even years.

You will be able to transform a new landing page for lead generation into a long-term resource that will continue to generate contacts long after the end of your campaigns. Think about the ROI you get out of it. But these are just some of the tips for making lead generation with Landing Pages. Do you want to see what we do when we create them to make them successful?

Content Writing for eCommerce: How to Optimize for SEO

content writing for eCommerce

We feel your pain. Writing quality content for an eCommerce site is tough. And it doesn’t help when most of the advice on how to do content marketing is mainly for SaaS and tech companies.

But do you know what’s crazy? You may think it’s easier to sell a SaaS product than physical goods. The truth is, you have two more opportunities to rank in Google than those fancy tech startups.

Even better, each of these opportunities allows you to target different customers in different parts of the buyer’s cycle. So while most SaaS companies can only target top-of-the-funnel activities, you can target someone who is looking to buy today. You see, most startups get their SEO traffic from a blog. You, on the other hand, can get traffic from Google through three sources:

  • Product Pages
  • Category (or Collection) Pages
  • A Blog

After you put a solid content promotion system into place, you will notice that SEO is the backbone of your site’s growth. So let’s talk about each of these opportunities to create engaging content that will lead you on the path to 50,000 visitors a month. This is our guide to content writing for eCommerce websites.

The Art and Science of Writing eCommerce Product Page Content

You can’t get any better traffic than motivated buyers going straight to your product pages. The question is, how can you create a product page that will rank in Google and get your customers excited to buy from you?

Here are seven SEO factors we recommend you focus on:

1. Finding the Keyword Phrases to Ranking eCommerce Content in Google.

For product pages, there are two types of keyword phrases to start with:

1. Your product’s brand name.

Estimates show that people search for “Nike” 13.6 million times a month. Even smaller brands like “Inov-8” receive 74,000 searches a month. And that doesn’t count all the other search terms those brands get traffic from Google!

Sure, not as many people may know your brand name. But that doesn’t mean you should neglect this keyword altogether. Even if you are buying a new product or drop shipping it, it’s wise to think about the long-term value of SEO and plan now.

If you are creating a new brand, here’s one idea: Find a name of a person that is getting some search traffic already. For example, for a silk tie brand, we looked up the most common male Italian names. After looking through the list of names, we combined them in different ways until we found one that had a good amount of search volume and was happy with the name.

Want to speed up this process? We’d suggest using either Uber Suggest to get a bunch of ideas or Keyword Everywhere to find search estimates in Google.

2. Find keywords that describe the product.

Naturally Curly sells hair care products to women. To get an idea of possible keywords to rank for, let’s look at their product, Paul Mitchell Curls Full Circle Leave-In Treatment.

Right away, you can spot some potential keywords that describe the product:

  • leave in treatment
  • Paul Mitchell Curls
  • Conditioner

Some of these keywords would be challenging to start ranking their product pages. But by combining a few keywords, you can find it easier to rank for keywords. Here are a few examples:

  • Paul Mitchell full circle leave in treatment
  • full circle leave in treatment
  • Paul Mitchell leave in conditioner for curly hair

Additionally, you can also find potential keywords you can use for blog posts, such as “Paul Mitchell leave-in conditioner review.”

Now that you have your list of keywords, let’s look at what you need to do to rank your content in Google.

2. Optimizing eCommerce Product Page Titles for SEO.

Now that you have chosen your keyword, it’s time to start sprinkling it throughout your content when writing for eCommerce.

Optimizing your product page titles for SEO is straightforward – Put your main keyword phrase in your title, ideally closer to the beginning of the headline.

Be careful though. If your title doesn’t sound natural when a customer reads it, you may lose more sales because it doesn’t seem appealing. 

Are you targeting many keyword phrases? Focus first on adding your main keyword phrase. Then add your secondary keywords to the title. If you say the title out loud, you should get an idea if the title sounds right or not. You may also want to ask a couple of your friends to give you their advice about your title too.

3. Optimizing eCommerce Product Description Content for SEO.

Can we confess something to you? When we write a lot of content, we do a terrible job writing product descriptions that do not sound boring and dull. So here’s a simple trick we use to write engaging product descriptions: we borrow the words right from our customer’s mouths.

We start by looking on Amazon for products that are like the products we’re selling. Any review site will do. We look at the most helpful reviews and read what they wrote about the product. Because they feel the excitement at that moment, they can take dead words and breathe new life into them.

Then, add in some basic details about your product. How much does it weigh? What are the dimensions of the product? What materials does it use? What color is it?

This information may seem obvious to you, but if a reader is skimming your products, this will help them to find what they are looking for on your product page. Finally, see how you can find a few places to use your keywords throughout the content.

We’d recommend writing at least 150 words because Google does consider how much content is on each page. Keep in mind that other words on the page count towards your word count too. So if you have product reviews enabled, this will help improve your product page SEO.

4. Optimizing eCommerce Product URLs for SEO.

Another important place to add in your keywords to better rank your product pages in Google is in the URL. One reason why we use BigCommerce (BC) over Shopify is that it’s significantly easier to customize each of the product URLs.

5. Optimizing eCommerce Product Image Alt Text for SEO.

Believe it or not, but Google doesn’t have eyes. Although there are many advanced algorithms, Google uses to get an idea of what a picture is, the image alt text helps Google “see” your image by reading this information.

The simple way to add your product image alt text is to copy the title of your product. Then find the picture of your product, paste in the title as the name of the image, and upload it to your site.

6. Optimizing eCommerce Product Meta Descriptions for SEO.

Have you ever wondered how to create a summary of each listing in Google’s search results? You can do this by creating a meta description. A simple way to create your meta description is to make a summary of your product description and place that text here. By the way, you have only 160 characters before search engines cut off the description.

7. Other Ways of Writing Content to Optimize Your eCommerce Product Pages.

Points 1-6 are the most important parts of writing content for your eCommerce products. Once you have completed those six tasks, you can also improve your SEO by:

  • Include breadcrumbs. If you are using BC, these are added auto-magically to your store.
  • Add related products. Featuring other related products helps your customers find new products to buy, and it helps increase your topic relevance for SEO. Again, the BC platform will do this automatically for you.
  • Get product reviews. Product reviews help SEO in three key ways:
    • The star ratings appear in search rankings (known as “schema markup”).
    • The review itself increases the amount of written content on your site, which Google considers when ranking pages.
    • If your customers read these reviews, this increases their time on-site, which some think is another ranking factor.
  • Product views also help increase sales. One study found that 88% of customers trust reviews as much as a recommendation from someone they know.

Now that you have optimized your product pages for SEO, let’s look at how to optimize your category pages.

Optimizing eCommerce Category Pages for SEO, Like a Boss!

person using black tablet computer
Image Souce: Brooke Lark

Optimizing category pages for SEO is similar to what you did for your product pages. The biggest difference is that there are different keywords you can go after.

Here are a few ideas to jump-start your keyword list:

  • Event Keywords: Think of when someone might use your product. For example, people use neckties at weddings, for Easter, and on their dogs (of course that’s a thing).
  • Descriptive Keywords: How would you describe your product to a stranger? We used adjectives like “conversational neckties” but even describing the tie itself, such as “shark ties” will work.
  • Branded Keywords: Do you know of other websites your customers like to browse? These sites are great keywords opportunities. 

Bonus: These category pages can be an excellent opportunity to use influencer marketing to drive traffic to your site too.

Remember, whenever you do keyword research, make sure that your keywords have some amount of search volume. We like to use Keywords Everywhere and Ahrefs to quickly find the search volume in Google. If you are still looking for more ideas, UberSuggest and Ahrefs are two tools we use to generate a lot of keyword ideas.

After choosing your keywords, use the same 7-step process you used above for optimizing product pages. The only major difference is you will need to make sure you have products that make sense in each of your categories.

How to Start an eCommerce Blog to Improve Your SEO

We don’t know why SEO experts tell you to look high and low for random keywords that might give you traffic. Because your competitors have done all the hard work for you. Check this out:

1. Start by finding bloggers who write about your products or niche.

Let’s say you sell drones. Start by doing a Google search for “top drone blogs” or “best drone blogs.” Not enough results? Try broadening your search to the industry level, such as “top tech gear sites.”

For this example, we will look at uavcoach.com, diydrones.com, and oscarliang.com.

2. Find out which blogs get organic traffic.

Hop on over to SEMrush and plug in each domain. If you find these sites get organic traffic over 10,000 searches a month, that means they have a solid base of keywords worth writing content for your eCommerce blog.

3. Discover your competitor’s keywords to find topics to write killer content about.

Take the three domains and put them into Google’s Keyword Planner under “your landing page” 

Click “get ideas,” and you’ll find a list of keywords that the site is currently ranking for, and what Google thinks that site could potentially rank for.

You can also do the same in SEMrush and Ahrefs. The advantage of these paid tools is that you can also sort the keywords by the SERP competitiveness. Finding easy-to-target keywords will make step four easier.

4. Check the keyword competition by hand.

Warning: This step takes time. But if you are up to the task, this step will create a competitive advantage for your business and put you miles ahead of the competition. You didn’t think content writing for your eCommerce page would be quick, did you?

For every keyword you want to target, you need to look them up in Google. We recommend going “incognito” so you decrease the amount of personalization for your search results. Next, download the Mozbar. This tool will help you get an idea of how fierce the competition is. Here are six things to look for when analyzing the SERPs:

  • Do they use the keyword phrase in the title?
  • Do they use the keyword phrase in the URL?
  • Do they use the keyword phrase in the meta description?
  • How high is the domain authority of the site? How does this number compare to your domain authority?
    (Pro tip: the Mozbar can give you this number).
  • How high is the page authority of the article?
  • How relevant is the site to the search term? If you see high domain authority sites like Quora, WikiHow, Pinterest, or reddit in the search results, don’t delete this keyword! These are exactly the search terms you want to target because these sites lack topic relevance.

From there, start prioritizing your keyword phrases. You should have enough keywords for the year. So if you write one article a week, that’s 52 keywords. If you rather hire someone else to do the keyword research process, we can do this step for you.

No matter what, keep asking yourself why you think Google ranks one website above another. Although you can only make educated guesses, you will begin to notice patterns. These patterns will help to rank faster in Google.

5. Write the best content on the web on your topic.

You’ve got your list of keywords. Now it’s time to create the best content out there.

Start by brainstorming the topics you want to cover in the article. Next, check out your competitor’s posts and find what else you should write about. Third, look at Google’s Auto Suggest and Searches Related To sections to find more problems to address.

Google’s searches are related to, found at the bottom of a Google search page. This will give you a better idea of how to write the best content for your audience.

Keep in mind that “best” changes based on who your audience is. For example, Examine.com writes detailed, independent articles on diets, supplements, and nutrition. Contrast that with Greatist which creates some of the best content on health and fitness news, tips, and recipes. But both sites strive to create the best content for their audience.

6. Promote your content to the world.

Even if you only want to get traffic from Google, you need to have a promotion plan to kickstart your organic traffic. Content promotion falls under three main categories:

  • Attracting potential customers to your articles. This is what most people think of content promotion. This includes SEO, community marketing, influencer outreach, pay per click ads, social media marketing, earned media (i.e. press mentions), video marketing, audio marketing (e.g. podcasting), and visual marketing.
  • Engaging readers. Once a potential customer gets to your article, you need to keep them engaged with your article. Start by writing an engaging headline, hooking the reader with a powerful story, and create a clear message that entices your readers to keep coming back for more.
  • Re-engaging readers. Typically your readers aren’t interested in buying from you after the first time they read your article. To increase the likelihood that they will buy from you, you should keep re-engaging your readers. Tactics to re-engage readers includes list building/email marketing, retargeting ads, and owning a position in your customer’s brain.

7. Make cash-money from your content.

One benefit of getting organic traffic to your blog is that it will also increase the amount of organic traffic to your storefront too. So even if your persuasion skills are not the greatest, you can eventually get traffic to where it needs to go.

That said, you should try to write articles that provide your product as an answer to your customer’s problems. For example, someone might be unsure what they should buy to create a business casual wardrobe. Neckties are one part of the outfit, which allows us to direct the reader to a silk tie category page.

Final Thoughts

Writing compelling content for your eCommerce store at scale is challenging. Especially if you do not have a team to do this for you.

Our recommendation is to begin by creating templates for your product pages and category pages. Use templates and make a few changes to target each of your keywords. Then, as you get more traffic and sales, hire a writer who can customize each page. Once you have a handle on the eCommerce content, try experimenting with growing your site through blog content.

Semantics in SEO: What is Lexical Field in SEO?

lexical field

You are here because you are looking for “what is a lexical field” or “what does a lexical field mean?”. The lexical field designates a group of words which are most often key expressions referring to an identical theme. In other words, these are several words that are part of the same family. Even if having extended lexical fields offers the possibility of widening the vocabulary used so as not to fall into the repetition of the same word by substituting it with other terms in a given text, it is not a question of making choices. style, or the meaning of words. Rather, it is a question of grouping several words in order to express the same idea or even the same theme. These terms cannot always express the same thing directly, as they can be either synonyms or antonyms. However, they must absolutely refer to the same theme.

Establishing a lexical field consists of carrying out a lexical classification. If we take for example the lexical field of the expression “lexical field”, we could have: lexicology, semantics, lexical, words, lexical fields, or even lexicon. We can see in this example that all these terms belong to the same lexical field. Of course, it should be noted that a given word can belong to many lexical fields and a good number of word families. With the definition and explanation of the established concept, we now turn to the place of the lexical field among web writers and editors for sites who want better positioning for their web page.

Create A Lexical Field For A Website

In this part, it is firstly a question of understanding and knowing the way in which the different search engines like Google work. Secondly, it will be a question of knowing what techniques to follow to create your lexical field.

Search Engines

When it comes to search engines and how they work, you should know that they are bots devoid of emotions, let alone analytical skills. These are computers that assimilate all the words that Internet users enter in the search bars. These computers regularly search for pages on the Internet and the various words that have been written there. Google then classifies these pages.

Thus, once an Internet user enters a keyword, they will extract from their database the various pages that they consider interesting to display them to visitors in a well-defined order of relevance. If a page on your website contains exactly what the user is looking for, chances are you will rank better in Google’s display results. It is important to note that the search engine writes in bold all the keywords identified within the pages it will display.

This is when everything happens and the magic takes effect! A lexical field is the pillar on which the work of natural referencing is based. In the absence of this lexical field, it is impossible to be visible and to have content that is relevant and precise while corresponding to a specific expectation of the various Internet users.

Techniques For Creating The Lexical Field

Regarding the creation of your lexical field, it is important to start by specifying the positioning of your company. In other words, the words that make up your offer, your situation in relation to the various competitors, your staff, and your various products.

It’s a good idea to put together a list of terms and phrases that come to mind. Do not hesitate to do this work as a team if you can, this fosters optimal creativity and imagination. You don’t need to just stay focused in your area of ​​work, you also need to step out of your comfort zone to find words. Another approach is to put yourself in your competitors’ shoes to imagine the terms they may use. In this case, record everything without any limit, then you may end up with a range of 300-500 keywords, which is quite normal.

So, when re-reading these terms, you might choose words that you identify with. These words should constitute the basic elements in your lexical field, which you will then classify into different categories. With your vast and rich lexical field thus defined, the objective will now be to make a reduction so that the words can correspond to the way in which the visitors express themselves. Then, destroy from the list all that is like technical expressions, which refer to the jargon of the trade, and transform them into everyday language so that the customer can understand them. This will lead you to eliminate between 50% and 70% of the words that have been written.

In addition, you will have to rewrite these terms in the style of your customers. If necessary, check with your salespeople, because they will naturally direct you to good expressions. This is a very important step because the more details there are in your work, the more chances it has to be exploited on the Internet. Finally, all you have to do is classify these words according to the order of relevance. The best way is to find a very precise word that is most often requested by Internet users.

This is why Google has put together a simple tool called Google Planner, which gives you information on the recurrence of solicitation of each of the keywords over a monthly period. Personally, I use a more powerful free tool. SEO-hero.tech is a very powerful working tool that makes proposals on several selection criteria and groupings of keywords. At this level, the goal is not to take the first one just because several people have chosen it. You must focus on the lexical field that you have developed because it is this which defines you and offers you the possibility of being recognized as an expert.

Finally, the list of all your keywords is now recognized. In principle, a maximum of 30 to 40 expressions and terms precisely constitute your structure. You will need to use it inside the articles of your website so that they can be recognized and displayed by Google during visitor searches.

The Importance Of The Lexical Field In Digital Writing

Web editors must focus on the riches and all the possibilities offered by a lexical field. As far as the lexical field is concerned, it is essential never to focus on a single term, but on all the terms that have a relationship with the topic being treated. As a result, the real quintessence for an article is due to the varied nature of its vocabulary and the use of a fairly extensive semantic field.

Thus, the Google database will be able to carry out an analysis of this field. However, for writers who do not have a rich and diversified vocabulary, the option would be to search dictionaries for synonyms, for a better impregnation of the vocabulary corresponding to the treated subject. In addition, these different expressions of the lexical field, therefore, make up this whole universe linked to the theme and the important keywords. All this contributes to the enrichment of the written article.

The keyword system is the central element of natural referencing. In other words, everything that aims to optimize natural referencing is based on the system of keywords. Thus, the technical approach will consist of using, for example, the key terms within the URLs and the site tags. The optimized written articles will have strategic key phrases, objectively within each of the pages or product sheets.

How to Speed up a Website: PageLoad and Speed Optimization Techniques

pageload

Is there anything more frustrating in life than a slow-loading website? This cardinal sin is one of the ultimate no-nos in website development. If you’re looking to swiftly take visitors from 0 to annoyed and ready to jump ship in just a few short seconds, slow site speed is certainly the way to do it. Besides, Google takes PageLoad time very much to heart; if a website is too slow to load, the search engine may refuse to index it at all. The bad news is that even after you have fixed all those speed issues, website ranking might never restore no matter how much you invest in SEO.

Website speed optimization highly impacts three critical aspects:

  • Conversion. The faster the page loads, the higher the conversion rate.
  • Visibility. Website loading time affects how easily users can find your site. Google considers site speed as one of the main ranking factors.
  • Usability. Page speed, loading time and responsiveness to user requests directly affect user experience and, eventually, customer loyalty.

In this article, we will cover our approach to website speed optimization and explain how you can ensure great performance at the earliest stages of website development.

What Is PageLoad Speed Exactly?

PageLoad speed is used to measure how fast your website loads and it’s one of the key user experience metrics that may affect your conversions. According to Google recommendations, PageLoad speed should be no more than 3 seconds. That’s not like the golden rule, but a great reference to keep in mind.

If your website takes more than 3 seconds to load, we advise looking into the underlying reasons that could be causing it.

Have a rather slow website? Something can be done for sure — let’s talk and discuss possible solutions.

Get In Touch

You can measure your website speed with tools like Google PageSpeed Insights or Pingdom. PageSpeed Insights today is the most popular tool to access website performance and the following stats on global search engines pretty much prove its relevance.

Pingdom is an excellent free service that allows accessing website performance from servers located in different countries. This is especially useful if your website is hosted in one country and your clients or users are in another country. In this case, the pageload speed test should be done in the client’s region. Pingdom provides constant monitoring for various metrics of a website and notifies if any issues occur.

In addition to website speed, it’s crucial to check its availability, too. If there is an error, the website may not load at all, which may lead to financial and reputational losses that might be bigger than losses from slow performance.

What else?

Google Chrome has a built-in tool called Lighthouse which you can use to measure website speed. The only thing to note here is that speed testing happens locally and the results may differ from those on the server. We verify speed optimization on a staging server first and then test it one more time on the live server.

Speed performance and design

It may sound odd, but we think that designers should share the responsibility for a fast-loading website and make informed design choices.

Together with developers, they can review the design comps and get an assessment on potential performance problems before the whole thing goes into development. It’s way easier (and cheaper!) to spot those things early and sacrifice some design stuff before you get all the pages and screen resolutions designed.

  • Use visual content and animation wisely, especially on the above the fold portion. A browser usually parses a page from top to bottom, and the first screen is what users should see as fast as possible.
  • Limit the variety of font families. Non-standard fonts are loaded via scripts, and each new font may add up to 400 Kb of weight to the page. The fewer the fonts, the better UX. Easy!
  • Optimise those images. Before you handle any graphic content to a developer or website admin, it’s your responsibility to reduce the size and ensure decent quality at the same time.

These little things make a huge difference and save money in the long run.

How To Speed Up A Website? 8 Best Tips You Need To Know About PageLoad Speed

1. Media content optimization

Consider multiple image formats for different browsers.

Different browsers render certain image formats better and faster. Make sure to feed proper formats and remember about some older browsers which do not support modern formats like WebP. For our WordPress projects, we use a custom-built plugin that automatically converts an image into several specified formats.

Use a responsive image approach.

This means that we display images of the proper size and quality on different screen resolutions. It’s one of the main website speed optimization techniques to increase pageload speed and improve conversion.

Optimise video and audio content.

Ideally, this content type should be avoided, but if it’s 100% necessary, use third-party services like YouTube or Vimeo; they optimize their videos for various devices and poor network connection.

Load graphics asynchronously as much as possible.

The content loads gradually when it becomes visible as we scroll down the page, and this is where lazy loading will help you. We use it for our projects and immediately see pageload speed improvements when it’s on. Besides, it’s a good idea to use preloaders that inform a user that there is some content and it’s being loaded.

2. Limit the use of plugins

This one is important, though not always doable. Google tends to lower website rank if there are too many plugins. A good workaround here is loading scripts asynchronously; it reduces the page loading time which is one of the key factors for Google ranking.

3. Minimise CSS and JavaScript, reduce the number of fonts

A big number of JS and CSS files, as well as their size, leads to more HTTP requests which slow down website performance. It’s recommended to merge JS and CSS into one file and minimize it.

If you enable an HTTP 2 protocol on the server, it will give you an essential advantage as it doesn’t limit the number of open sessions. We develop all WordPress websites using our own WordPress Starter Kit that allows optimizing CSS and JS most efficiently. There is also a great Autoptimize plugin for even better JS and CSS minification which you can try.

As for the fonts, guess what? Optimize them too!

Consider using services like Google Fonts that give you the files in the most optimized format via API. For example, if a user is using Chrome, they will be served a font in WOFF2 format; for Edge – in WOFF.

4. Add backend and frontend caching

In simple terms, caching is the process of saving the current version of a site on the server and feeding it until there are any changes made. There is no need to render a page all over again every time it’s requested; the number of requests to the server gets reduced, the speed grows. Nice!

You can optimize website speed both back-end and front-end-wise.

For the back-end, you can use W3 Total Cache or W3 Super Cache plugins or configure caching in general settings in case you use a VPS server.

Service Worker is an ideal tool for front-end caching. It will work great for websites of any size because caching is happening on the client’s side, in the browser. Service Worker is widely used for PWAs however be careful or you might cache the Service Worker itself, and the users will never see the updates on your website unless they turn Service Worker in the browser.

5. Use a Content Delivery Network (CDN)

CDN is a set of servers located in various parts of the world. They serve the content from the server that’s closest to the user, reducing the load and increasing website speed.

For instance, if your clients and users live far from each other, it makes sense to use CDN. Normally, hosting providers include it in their standard packages, so make sure to inquire about its price and availability before you publish your site on the web.

CDN may be quite expensive and easily cost a few hundreds of dollars monthly. Knowing this, you may want to reconsider your strategy and first implement the website performance optimization techniques that we described in the previous sections.

6. Choose an appropriate hosting plan

Keep in mind the load before you make a decision about hosting, otherwise, you risk too much or too little for a stalling server.

Certain hosting providers offer packages for WordPress with a pre-configured server that is already optimized for this CMS.

7. Enable Gzip compression

It’s an efficient method that improves server response by reducing file size and minimizing the number of HTTP requests.

Gzip compresses the files and sends them to the browser where they get unpacked and presented to the user. This method works well with all of the files on your website and you can enable it by adding a few lines of code using a Gzip utility.

8. Use fewer redirects

Redirects are the source of extra HTTP requests that impact your website performance. Ideally, you should completely avoid them, however, if you are redesigning your current website, you will have to configure redirects from old pages to new pages. This way you keep all existing pages indexed by Google and your users won’t get lost on 404 pages (which is always a disturbing experience, no matter how beautiful or funny they are).

How To Optimise Website Speed Wisely?

Before you start the development, identify the things that would potentially cause issues for pageload speed We recommend that you start your optimization with the first four recommendations from the list above:

  • optimise media content;
  • limit the use of plugins;
  • minimise the use of CSS and JavaScript, external fonts;
  • turn on backend and frontend caching.

They are likely to give you the highest speed gain and are especially efficient for portfolios, corporate websites, or online stores with a lot of images and third-party modules. Besides, they are easier and cheaper to implement than hard-core solutions like a super-fast server or CDN.

Not nice.

1. Support for multiple image formats and lazy loading

Google tends to lower the score if there are too many plugins (Google Tag Manager included), no support for multiple image formats, and no asynchronous image loading.

When we fixed those issues as much as possible, the result was way better. However, it wasn’t good enough yet.

2. Module audit and asynchronous script loading

We noticed that Google significantly reduced the score for using chats and various tracking or analytics services. Our Google Tag Manager had a few modules for analytics that fired almost on all pages although we didn’t use those services anymore. After a thorough Google Tag Manager audit, we removed all irrelevant tags and scripts, which added a few seconds of speed.

Since we need these things anyway, we decided to load a contact form processor, a module for article rating, and blog subscription only on those pages where they are 100% required.

3. Asynchronous and lazy loading of all images

When a user has scrolled down to a section with an image, that’s when we will load the content. While it’s loading, we make sure to show a loading spinner informing the user that a plain grey rectangle that they see actually contains something.

Graphic optimization added 30 points to our score, and we got 15 more after optimizing analytics and chat loading. As you can see, your site will work much faster with minimum adjustments like image optimization and fewer third-party scripts.

Even though the ideal Google PageLoad Speed score is 100, we understand that it’s almost impossible to achieve unless your website is a simple one-pager. We didn’t aim to make our website load in 1 second as we wanted to keep its unique look and feel. And yes, we do use a lot of images.

Today, our website loads in approximately 3-4 seconds which is quite good taking into account animations and a variety of unique style sections that allow creating more than 10-page templates.

You may have noticed that we only showed the mobile speed score in the screenshot above. Starting from March 2020, Google indexes all websites on a mobile-first basis, so we consider only mobile metrics.

Conclusion

A regular user would expect your website to load in under 3 seconds. If you can’t make your website work that fast, you risk losing many users and a great deal of revenue. We recommend following a simple and efficient approach that would lead to improving website performance:

  • Check and evaluate your website success factors taking into account parameters like conversion, visibility and usability.
  • Test the current speed of your website either with Pagespeed Insights or Pingdom and prioritise the pages and functionality that affects those three parameters most.
  • Start website optimization with changes that would bring immediate effect and focus on the pages that define your conversion success.

It’s highly important to plan the PageLoad optimization before development. Make sure to factor it into the project architecture and monitor that it’s followed throughout the development cycle, from start to finish. Otherwise, once the website is released, fixes and adjustments might take enormous time. But what’s more dangerous is that your search engine ranking can be lost and not restored after the optimization is done.

Scared? Don’t be. Whilst there are quite a few website optimization tips you can implement yourself, getting some help from those in the know will mean no stone is left unturned. Contact us today to find out how our developers can help.

Marketing Text and Images: The Perfect Combination

marketing text and images

Imagine this: in your search for a simple chocolate chip cookie recipe, you click on a link that looks promising only to find a wall of text. There’s no photo to showcase those oozing chocolate chips, and there are all kinds of text-rich asides on topics you have no time for, like where chocolate comes from and how margarine and butter fundamentally differ. Sound familiar? If you’ve ever loaded a site from the Internet’s infancy when designers took the term “database” a little too literally, you’ll know just what we mean. And yet, websites that rely too much on images can be just as difficult and unappealing to navigate. We’re looking at you, restaurants that bury your menu beneath five layers of graphics. So, what’s the answer? Balance and a little forethought when choosing marketing text and images.

Understand Marketing Text and Images, And Their Primary Talents

First and foremost, it’s important to understand what both text and images can do. Text can frame a conversation, whether it’s through a catchy headline, a witty caption, or an opening sentence that (e.g. warning, high school English term coming) is a road map to the rest of an article. Once readers are hooked, text helps a writer dig into an issue, clearly spell out necessary action steps, and expand upon a confusing point. What’s more, text is more search engine friendly than images, easier to change and store in a database, and easier on coders.

At the same time, the right image can also frame a conversation, especially when it evokes a clear emotion. It can break up blocks of text making content more fun to consume and easier to process, while also illustrating points, so they’re more concrete and memorable.

But, more than anything, where images really beat text is in branding and in basic site navigation. No one is going to remember a mission statement as well as they’ll recall a top-notch logo; nor will they return to a site that’s organized like a bulleted list with no attention paid to basic visual logic.

Know The Downsides

Flashy images and bright colors do nothing to capture a user’s interest or to increase conversions if there’s no compelling content beneath the flare. And no one will bother scrolling to the bottom of a text-rich site if they’ve fallen asleep on their keyboard. Even those users who force themselves through either type of site will have a great deal of difficulty in piecing information together. The result: aggravation; anger; no conversions.

Know The Content, Know The User

Finding the balance between marketing text and images for a site doesn’t necessarily mean breaking even. In fact, it’s fine to lean more heavily on one than the other, just as long as that balance is calibrated to the user, the content, the tone, and the intent of all three.

As an example, take a look at Pinterest. Here, images are employed as a tool both for visual organization and as a means of capturing instant interest. Yet, the site never fails to be neat, crisp, and clean, and elucidating text is just a picture click away.

Contrast this to Wikipedia users, who generally have already had their interest piqued through concepts or subjects they’ve stumbled on elsewhere or within other Wikipedia pages. They arrive not looking to be tantalized but to get the content they need. They want no-nonsense images that are directly relevant. If either one of these sites was to strike the image-text balance in the manner of the other, they’d get in the way of their own content and lose their users.

Go Professional

Whether it’s a blurred photo or a string of typos, there are few things less appealing than amateurish content and imagery. If you’re updating your site regularly and don’t have enough visual content of your own, both stock photography and stock footage are a must. They’re relatively inexpensive and allow for a range of creative options. It’s far better to choose a single captivating professional shot than to rely on a photo or video that looks homemade.

Above All, Your Choices Should Be About Communication

No matter how visually appealing or information-rich a site maybe, if the user can’t understand what the site is trying to say, it’s not doing its job. Don’t write your users a novel, but don’t go for the images unless you’re absolutely sure text can’t get the job done. The key to balance is experimentation. Try it one way, try it another, and keep on tweaking until images and text are working hand in hand to communicate your intended marketing message. That, after all, is what a website is meant to do.

Create Your Own Images

While you will need a graphic designer for some of your content marketing projects, for your blog post images you shouldn’t. In fact, we’ll go a step further and say ‘you absolutely don’t.’ And, you don’t need to pay $2 per image on image services sites, like Big Stock. All you need is Logo Creator Software.

You can design all your own images with Logo Creator. And, if you wanted to you could sell them on one of the image services sites or set up shop over at Fiverr.

Popular Posts