search marketing

Speed is Everything [Summary of Search]

Page loading speed has great importance with Google these days. From mobile visitors to Googlebots, every visitor will appreciate a speedy experience. Here are some ideas to keep in mind:

1. Rise of mobile

The importance of mobile can be seen in Google’s announcements the last few years. Mobile users are more impatient than ever, and Google provided stats last week regarding just how impatient mobile users are:

– The average mobile page takes 22 seconds to load, but 53% of users leave after 3 seconds!

– Even mobile landing pages in AdWords were found to take 10 seconds loading time.

There are many easy changes available for sites to make, as the answer isn’t always in purchasing a faster web server. Google’s own analysis found that simply compressing images and text can be a “game changer”—30% of pages could save more than 250KB that way.

2. Ranking factor

A few years back, Google made page speed a small ranking factor – or at least they were finally explicit about it being a ranking factor. Since page speed issues aren’t given the exposure of crawl errors and other items in Google Search Console, it can be easy to put them on the “long list” of items to fix. Its addition as a ranking factor is a great signal that this needs to be prioritized.

3. Bounce rate

Nice try, loading up your site with images that take forever to load. Unfortunately, that doesn’t increase the duration of site visits. It just makes people angry. According to Google’s analysis, every second of loading time, from 1 to 7 seconds, increases the chance of a bounce by 113%! Many SEOs believe that “engagement metrics” such as bounce rate could also be a ranking factor. And it makes sense: When Google sees a rise in organic bounce rate, they know human visitors are judging the content. How could Google not take this data into account?

4. Crawl rate

In one recent test, increasing page speed across a site dramatically increased the site’s crawl budget. Slower sites can be overwhelmed by crawl activity. But if you ever feel the need to put a crawl delay in your robots.txt, take that as a warning sign. After all, even reasonably fast sites can often need more crawl budget.

Tools and Fixes

Luckily there are remedies. Some can be quite easy, such as adding compression to your web server. Others might require a trip to Photoshop for your site’s images. However, some items will not be worth fixing. Try to concentrate on the easiest tasks first. Run an analysis of your site through these two tools and see what you need to fix:

Google’s newest tool:

Test how mobile-friendly your site is.

GTmetrix.com features include a “waterfall” showing which page items load at which stage, history, monitoring, and more.

Good luck and enjoy optimizing the speed of your site!

Google Analytics Doesn’t Provide all of the Answers [Summary of Search]

Google analytics has become a great source of data about visitors to your website – assuming your configuration is correct. Sometimes configuration issues inadvertently block your view of what is really happening. Common issues can include…

1. Not having your analytics snippet in the correct place. 

 There are many legacy variations of the analytics snippets. In addition, what was the correct installation a couple of years ago may have dramatically changed, depending on if you have an asynchronous snippet, etc. We still run into snippets calling for urchin.js for their Google Analytics, which are quite a few years old. The best place  – currently – to have your analytics code is inside the <head> tag, and right before it ends with the </head> tag. This will prevent interference with other scripts, which we have seen mess with bounce rates, conversion tracking, ROI, sleep schedules, general happiness, and more

2. Filters

Your filters could have been created years ago and for long forgotten purposes. In Google Analytics, check your Admin area (under view, on the right halfway down) to see if you are filtering traffic. Look at the filters – do you know who created them and why they are present? Some have complicated REGEX rules and it can be difficult to decipher. Everyone should have at least one profile with no filters. We usually name this profile with RAW in the name. This system allows anyone to easily see if a filter has “gone rogue” and is filtering out good traffic.

There are also these problems with getting good data, and you did not even cause them:

1. Incomplete data / views

Most businesses are using the free version of Google Analytics, and sometimes experience “sampling” in important reports.

Sampling in Google Analytics (or in any analytics software) refers to the practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Sampling is widely used in statistical analysis because analyzing a subset of data gives similar results to an analysis of a complete data set, while returning these results to you more quickly due to reduced processing time.

In Analytics, sampling can occur in your reports, during your data collection, or in both place.

(Image of sampling)

2. Organic keywords

Years back, Google Analytics allowed you to see the query typed in by visitors. It was so powerful! It allowed you to see quite a bit of information about your prospects – perhaps too much. It has now become standard that search engines, browsers, and analytics itself is restricting this information. If you are new to analytics, you probably have not missed what you do not have. However, if you have been doing this a while, take a second to reflect on what was lost. We are right there with you. Hmph.

 

3. Referral spam, organic keyword spam, language spam

In addition to losing out on good data, there is often too much noise in otherwise good data. Using fake browsers – bots that can run analytics code, all sorts of things are being inserted into your analytics. Some of the offenders might put

– “Vitally was here” in the list of languages your visitors use

– or make it look like visitors are coming in droves from some site you’ve never heard of (which is either selling SEO or hosting malware).

Spam is analytics has become a major nuisance and we constantly have to deal with it while compiling reports. We see the same offenders across multiple accounts, and create a custom analytics segment to filter them from reports.

Want to try our segment? Click this link and scrub your own view of your account:

https://analytics.google.com/analytics/web/template?uid=wd7C1dObSgCOSpEEQsiWXg

(There are other great segments on the Internet too, but we have customized this one for our clients.)

 

After Keyword Research – What do I do with these keywords?! [Summary of Search]

Getting a keyword research report is just the first step in enhancing your on site SEO. Once the research is complete, it is important to use those words to build out new pages – or improve tagging on existing pages.

Domains
Buying a keyword rich domain name is not as lucrative as it once was, but there are still good opportunities. See last month’s article: Do Minisites still work?

Naming
Savvy business owners may use words and phrases found in their keyword research to name products, services, and even companies. There is no better way to show your audience that you have their solution than to name it (or the whole company!) appropriately.

Social Destinations
Social sites can rank for your keywords and act as informational channels. While your best prospects are not likely searching Pintrest or YouTube for solutions, certain keyword searches might be good content channels. Even in the long buying cycles of business to business sales, social media content will help inform and qualify prospects. Consider which of these channels might work well for your keywords:
– Pintrest boardshyper-dog-media-keyword-research-report
– YouTube channels
– LinkedIn groups
– SlideShare presentations

Consider that a keyword-focused social destination may not be appropriate for your entire brand: You may want a brand focused YouTube channel and a campaign channel focused on a specific keyword phrase.

Blogging Topics
Ranking at the top of search engine results for any competitive keyword phrase requires you to be “all about that phrase.” To be relevant for the many topics and categories of your targeted phrase, you will need many different pieces of content around that phrase. Consider online tools such as HubSpot’s blog topic generator to help inspire your next article:
http://www.hubspot.com/blog-topic-generator to generate “clickable” blogging ideas – be sure to check that the blogging titles themselves have search volume. That’s a nice bonus you don’t want to pass up!

Content Formats
Some key phrases give away hints as to what kind of content would be best to produce. “How to” searches may lend themselves to tutorials and videos. Other topics are worthy of any entire channel or perhaps a white paper. For any keyword phrase you may want to target, taking the searchers’ needs into account is always the best approach: Consider what content your audience is looking for with each query.

A keyword research report is the beginning of any good SEO campaign. Depending on the site, audience and available resources any number of tactics could be deployed. For each of the above methods, however, focus should always come back to your target audience.

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