You probably do, but I hear it all the time when I ask people their number. You know they have to look it up in their phone?! I guess it’s because they hardly ever call themselves, at least, that’s the reasoning I often hear. Makes sense. But isn’t it like that with your website as well? Have you visited your own website lately? I mean, as a customer. A visitor. And really looked at it from the perspective of a user. I’m afraid most of us don’t do that often enough. And when we do, it’s like we’re blind to what’s wrong with it, because we created it ourselves. Or at least we’ve seen it so often that, well, you just don’t see it anymore. Feel that way too? Maybe a fresh set of eyes can shed new light on your website. Maybe even come up with some suggestions or improvements. Well, as long as we’re here anyway, why not have a go at it? Just put a link to your website in the comments below or as a comment on facebook and I and some of the other readers will have a serious look at your website and give honest feedback. And then, you can return the favor. Sounds like a plan? I’ll go first: http://www.www.swifty.online Don’t hold back now! Just tell me what you really think and then put a link of your website in and I’ll return the favor. Chris
In my last post I mentioned that Google’s algorithms use over 200 different indicators that determine how your webpages are indexed and shown. Today we’ll have a look at keywords and how important they are relative to other elements. In general, Google values the factors that are difficult to manipulate by website owners (or search engine optimizers) more than what can easily be manipulated. All the stuff that you can do on your end. On your website. The difficult part is getting other sites to link to you and validate you. So in short: The ranking factors that are outside your realm of influence are the most valuable to Google. But that does not mean that what you can do isn’t important. It is very important, but Google looks at it very carefully. They don’t want you to game the system. Keywords are of relativly modest importance. Keywords are the words or combinations of words that people enter in google when they are looking for something. So a keyword is a search term. As with everything that we will discuss, with keywords you have to take the approach that makes sense from Google’s perspective: use them only where and when it is appropriate to help Google find RELEVANT content for it’s users. No more, no less. You see, it is very easy for anyone to stuff a webpage with a bunch of keywords. And Google knows that. And in the past, that has been abused by internet marketeers a lot. So, Google has evolved it’s algorithms to the point where they can very accurately measure and weigh if someone is trying to stuff a lot of keywords in a page in an unnatural way or if someone is creating valuable and relevant content. Over-doing the keyword thing is dangerous and can harm the position of your page in the rankings. It’s like the law of diminishing returns displayed in this graph. At a certain point, more of the same becomes less effective or even harmful. Having said that, you should definitely use keywords in the title tag because that is by far the most important place for you to put one or two good keywords. But also use them in headlines, image names and body text of the pages or blog posts you write. But only if they are really relevant. And don’t worry too much about synonyms and variations. Google is smart. They know. Having a keyword in your domain name isn’t as valuable as it used to be. In the old days, Google reasoned that if the keyword was in the domain name, the whole site would be centered around that topic. And though that might be true, that does not necessarily mean that it’s the most relevant website for Google’s users. So lately they don’t place as much value on it as they used to, but it won’t hurt you of you do. It’s a good idea to use the right keyword(s) in your url’s, but again, only if it makes sense and only to help Google find and serve relevant content for its customers. And don’t overdo it. Basically, Google looks at a URL like this: www.domainname.com/category/product-or-service-or-article So this is good: https://www.swifty.online/plugins/swifty-page-manager/ This would not be good: www.keywordA.com/keywordA/keywordA The most important place to have your keywords is… … in the links on other websites that point to your page. And that is also the hardest to influence. And therefore the most valuable in the eyes of Google. If only the Huffington post would have this text with a link to our page, that would be worth way more than what we could do ourselves: Check out this awesome WordPress plugin that makes it easy for you to manage the pages of your WordPress site. Some quick and important points on keywords to recap:
- Keywords are not as important as they used to be. Still use them, but do it in a natural way and not in an artificial way
- Google does not use the keyword meta tag. At all.
- Google does not like keyword stuffing or a high keyword density (law of diminishing returns)
- Having a keyword in your domain name can help and it won’t hurt.
- Put keywords in your URLs in the right place and each keyword only once
- Use keywords in the title tag, headline, body text and image names on your page, but only when it makes sense.
A few weeks ago I wrote on my blog about the relative importance of keywords. And though more is not necessarily better (actually, stuffing a webpage with keywords is going to hurt you) it is a good thing if you know the keywords your customer use, so you can work them in to your webpages and blog posts in a natural way. So here’s how you can find out what search terms your customers use: First do a little brainstorm with your team (or on your own) to come up with possible search terms. Think product names, service descriptions, but also how a customer would frame a problem they have that you can solve. Or the solution to that problem. ‘Plumber’ and ‘plumbing’ are good keywords if you are a plumber, but so would be ‘plumber + your city’ and ‘water leak’ (problem) and ‘water tap replacement’ (solution). Think like your customers. Just write down all the keywords you can come up with. You’ll sort them out later. Second, look in your website stats and see if you can find the words people used to find you. These are the words you are currently found with. Add these to your list. Then check out the keywords your competition uses. You can do that by typing in some of the keywords from your list in Google and check out the first 3-5 websites that are shown. On their pages, do a right click and ‘view source’. You get an html-overview of that page. Look at the titletag and description tag. They shoud be in the top of the document. Also look for keywords in the headline of the text and in the text itself. By now you have compiled an impressive list of possible keywords, but you still have no idea which of these your customers use the most. We’ll fix that now. Just go Google’s KeywordPlanner here: https://adwords.google.com/KeywordPlanner You might need to sign up or at least sign in with your Google account. Now here you will have to play around a bit with all the options you have. But the end result after 10 minutes or so should be a list that is sorted on most volume search terms. You can download that list as a csv-file. So, now you have a huge list of keywords you know your customers are using. Cool! Now you should do one more thing: Create a Keyword Effectiveness spreadsheet. It should have the keywords in the first column, the monthly search volume in your country or area in the second column, the allintitle numbers in the third column, the total number of results found in the fourth column and the KEI (Keyword Effectiveness Index) in the fifth column.Now you should paste each keyword in Google and search for it like this: allintitle: keyword. That way you get to see all the webpages that have that search term in the title. Put the number of search results in the allintitle-column behind the keyword. Then in Google delete ‘allintitle: ‘ and hit enter again. Now you get all the search results (way more). Put that number in the ‘total results’ column. Finally, click in the empty box in the KEI column and devide the local montly volume by the allintitle amount. You now get the Keyword Effectiveness Index. This shows you if you at least have a shot at getting a good position in Google for that keyword. Please bear in mind that you’ve devided the number of monthly searches for your area or country by the world wide number of websites that have that keyword in the title of a webpage. So this KEI only serves as a means to sort all your keywords in a ‘most likely to succeed’ list. Now I know this is not the most fun chore on your way to online success, but if you put in a few hours work, the rewards will be awesome and I guarantee you will a) earn it back many times and b) laugh and smile all the way when you see the results coming in. So eat the frog and do it. It’ll pay off. And you only have to do this once. Okay, so if you have gone through your list of keywords and have created this Keyword Effectiveness Index that is tailored to your business, you can now sort it according to the KEI column. What you will see is that some search terms are a combination of words that you would not have thought of in the beginning (sectional sofas). And it is very unlikely that the general, main keywords that consist of one or two words (interior design) are high on the list. That’s because every website in your industry is trying to get on the first page in Google for that keyword. Chances are low you can achieve that. But the good news is you now have a bunch of keywords of which the search volume might be relatively low, but the chances of getting on the first page for them are high. These are the keywords you should use in your website, in the title tags of your pages, in the headlines, body text, image descriptions and such. If you are doing Adwords (paid advertising) these are the keywords to focus on. It’s a rookie mistake to spend money on those generic, high search volume keywords. But more on that later. For now, spend some time and create this list of keywords to use them now and in the future. Yes, it’s quite some work, but it is not difficult and you can do this! – Chris –
You probably already know that Adobe Flash technology doesn’t work on iOS and Android 4.1 and higher. If you combine that with the fact that over 50% of searches in Google are conducted on a mobile device, the math becomes real easy: with a flash-site you miss out on half of the visitors. And it’s about to get worse. As of July 14th, Google shows a warning message within the search results that the website one is about to visit is made in Flash and will probably not work on their device. Clever of Google. They just want to please their users by preventing a possibly unpleasant experience. This is what it looks like: So, if you haven’t already converted your flash site to an HTML5 site, now’s a good time ;-)
Besides Google Search as we know it, there is a whole other thing out there called Local Search of which Google Maps is a big part. But it’s more than that, and we’ll talk about that in more detail in future posts. For now, I just quickly wanted to let you know that having a landline phone number on the contact page and/or footer of your site is really important to Google. Here’s why. In a study Google published last may (’14), they discovered that 88% of people use their smartphone to perform a local search. And that is of huge importance to Google, because it also showed that those people prefer not only local results (restaurant, plumber, furniture store, etc.) but also local based adds. So, how does this ty in to your phone number? Well, to Google, your landline phone number is a very reliable indicator that you are truly located on that address. It can’t be a toll free number. It has to be registered locally. And when you want to claim your company’s Google Maps listing or try to move it to a different location, Google will probably call you on that phone number to verify your claim and listing. Yes, it is that important to them that it is accurate. At te very least, a person at Google will check your website and several registries to verify your address and phone number. So make sure you got it right. Not only for Google, but on most smartphones, a phone number displayed on we webpage is clickable and will start the phone call app. And with Apple’s Yosemity OS, and Skype, this also works on desktop more and more. Sure you can put a cell phone number on your site, but only as a second option besides your landline number. If being found on Google Maps and other Local Search results matters to you that is. And if there is more than one business registered on the same address, be it your own or if you are located in a mall or office building, make sure you have your own landline phone number listed on your site and not the one of the secretarial service everyone uses. You can redirect the calls to it, but it has to be your own unique phone number. Alright, I think you got the point :-) It’s important. Please check it and fix it if need be. – Chris –
According to Google, over 50% of all searches are performed on a mobile device. To better service these searches (and to please it’s users) Google will favor websites that a) look good on a smartphone or tablet and b) have a well optimized local listing (Google Maps). The latter we’ll discuss in a later post, but for now, let’s look at the first one. It makes perfect sense if you think about it. If a person is looking for something on a small screen, he or she is best served with a website that can be read and navigated easily on a small screen. Right? So, does your website look good on a small screen? Or is it outdated, letters to small, sub menu doesn’t work properly? Mobile optimized One way to ensure that your website looks good on a small screen is to design it specifically for it. You then have 2 websites, one for desktop (the current one) and one for mobile. Perhaps even 3 (desktop, tablet, smartphone). Besides having to manage 3 websites instead of just one, there is another huge disadvantage. Your brand new mobile website will hardly have any PageRank. PageRank Google values the pages of your website with a so called PageRank. That is a score between 0 and 10 and it shows the value or weight of the links that point to that page. So if the New York Times has a link on it’s homepage that points to a page on your site, Google knows that your page is probably very important. But if your best friend Jerry puts a link on his site that points to your site, that has less value. Unless your friends last name is Seinfelt ;-) Responsive So, what to do? Well, from the PageRank point of view, wouldn’t it be nice if your current site looked great on both desktop as well as tablet and smartphone? Well, yeah! That would be awesome, because then the PageRank (which is one of many important factors Google uses to determine how high your site will be shown in Google) of your current pages will (also) be used for mobile searches. So, a website that ‘responds’ to the screen size it is viewed on is a responsive website. And a responsive website will generally be shown higher in Google on a mobile device than a special mobile optimized site, because it has higher PageRank. Swifty.online is an example of a responsive website. Have a look for yourself on a laptop and on your phone. See how the font size stays about the same and how the images scale. The site navigation is changed to a so called ‘hamburger-menu’ for easy access. All sites that will be made with SwiftySite 2.0 will all automatically be responsive and thus Google-ready. Have any questions? I’m here to help. photo credit: jiraisurfer via photopin cc