The Value of Search Engine Optimisation

The Value of Search Engine Optimisation

It’s important to be listed on Google’s first result page for the keywords and keyword phrase you want to be found for. If people cannot find your website in the search results, then it’s highly unlikely they won’t visit your website. But how important exactly is it to be listed on Google’s first results page and what’s the value to your business?

A recent study by Ignite Visibility, a premier Internet marketing company based in San Diego in the USA shows the click-through-rates in 2017 by search engine position.

Click-Through-Rates-in-2017-by-Google-Position

The first result gets 44.64% of the clicks and generally, the findings show higher ranking pages in Google have higher click-through-rates because people don’t want to scroll endlessly through the search engine. However, interestingly, position #10 on Google Page #1 gets more clicks than position #6!

Click-Through Rate % in 2017 By Position:

  • Position 1 – 44.64%
  • Position 2 – 28.92%
  • Position 3 – 28.52%
  • Position 4 – 19.50%
  • Position 5 – 20%
  • Position 6 – 14.62%
  • Position 7 – 16.53%
  • Position 8 – 15.02%
  • Position 9 – 12%
  • Position 10 – 17.26%

As we can see there is a clear correlation between ranking position and click-through rates in Google.

What’s the value of high Google rankings for your business?

Having top 10 rankings is great but are the results really worth the time and effort? Here’s a very simple hypothetical example:

Say you run an ad on Google AdWords for a particular keyword that gets 1,000 impressions during a week. 20 visitors click the ad to visit your website.

Of these 20 visitors, let’s say 6 of these visitors purchase something or take on your services and the total profit is $50.

The keyword delivers 20 visitors and 6 buyers to your website. The total profit is $50. That means that the average single visitor who finds your website through that keyword is worth $2.50 to your business (20 visitors created a profit of $50: $50/20 visitors = $2.50/visitor).

In this simple example, 1,000 people search for the keyword every week. If your website was listed as the first result for the keyword, you would get 446 visitors per week (44.64% of all clicks go to the top ranked page, as explained above, this example assumes that all searchers click a listing in the results).

As the average visitors adds $2.50 to your profits (see above) you would earn $2.50 x 446 visitors = $1,115.00 per week with just one top ranking!

Can you afford not to have your website search engine optimised?

Want to find out about our affordable SEO services and how we can help your business and website – check out our SEO services Page and our Exclusive SEO Page.

Creating Valuable Website Content

Creating Valuable Website Content

Creating Valuable Website Content – What Do Searchers Want?

A common goal for any business owner is to increase traffic to their website.

You want to see positive results in traffic and the search result positions.

In 2016, Google rolled a number of new algorithms and updates which affected the way website were ranked in the Google Search Results pages. One of these was the Panda algorithm. The Panda algorithm basically prevents website with poor quality content quality and poor user experience working their way into the top spots of Google’s search results.

So how do you create valuable content that will help your website increase its visibility and rankings?

Let’s stake a step back………you may have thought SEO is all about keywords! Well, it’s still very important to select the right keywords. These should show medium to high average monthly search volume and have a targeted web page for these keywords, as well as include the keywords in the on-page elements of your web pages. However, the strategy needs to go beyond just the right keywords. It needs to be enhanced by creating valuable content that users want and have content that converts.

In order to create valuable content, you first need to think about why a searcher is looking for your types of products or services ~ that is what is their intent, what is the type of content the user is looking for? Knowing this information will enhance any keyword or marketing strategy.

User intent

User intent simply refers to the information that users are looking for when the ‘surf the web.’ For example, if a user was searching for ‘pet dogs,’ he or she might be looking for information about what dog a great with children, or what’s involved in buying a pet dog locally, or for information on particular breeds.

Generally, a user goes does a Google search with the intention to:

  • Learn something.
  • Do something.
  • Go somewhere.

The content to support each of those searches would be very different. If the page has been without an understanding of the user’s intent, the right content may not be included, causing users to leave the site unhappy and look elsewhere.

This means that when planning what keywords to target in your digital marketing campaign, you also want to be sure to ask the following questions:

  • What content would best address my users’ intent?
  • What content will my users and potential customers find the most useful/interesting/sharable?

How to identify user intent?

There are a number of different ways to identify user intent, including asking your customers and staff what sort of information they would typically seek, and find of value when looking for products or services that are similar to yours when doing a Google Search.

Another way is to use Google yourself to gain an insight.

In order for Google to maintain and increase its revenue, it needs its users to continually use it, and to do this it needs to produce accurate results that answer or address each user’s question or intent when they type a query into the Google Search box.

To use Google itself as a tool for understanding user intent:

1. Identify which is the best keyword to target.

2. Perform a Google search for the targeted keyword.

3. Review at least the top five or six results and look at the content on the pages that rank high for.

4. Document the results that are returned and specifically note what type of content most commonly appear at the top of the Google search results for that particular keyword.

This will give you a sense of what content users are looking for when they search for
a keyword or keyword phrase.

For example, a user searching for informational content may search for ‘Best pet dogs for children’ and find results that include a list of the best pet dogs or breed’s suitable for children and families with some photos and relative supporting information.

On the other hand, a user who wants to know what’s involved in buying a pet dog might search for ‘What I need to know for buying a pet dog,’ and would find some information that is relevant and should be considered when buying a pet etc.

Once you identify the user’s intent, it is very beneficial to brainstorm different types of content that you can create that will be better and more valuable to your users.

Remember that the content on the website isn’t for you; it is for your audience – the website users.

For more articles about improving your website and its SEO performance take a look here.

Benefits of a Professional Website Design

Benefits of a Professional Website Design

A Good First Impression is a Must!

In order to succeed in business these days, having an online presence is necessary. Firstly you want your website to be found for your key products and services, and of course, it has to be relevant and up-to-date. But what about the visual web design?

You might think you can get away with a pretty basic look for your website, but in order to attract visitors to your site, again and again, it has to be engaging and eye-catching. Why? Here are three straightforward reasons:

1. Adds Credibility for your Business

Good-Website-Design How many times have you left a web page simply because it looks unattractive, gaudy or confusing?

With a professionally designed website, users would are more willing to engage and explore your website, it adds a strong measure of professionalism and initially establishes a degree of trust and credibility.

With a poorly designed website, some visitors may think your company is a fake, ‘doesn’t really care’ or even bogus simply because little effort has gone into the website design.

 

2. Helps Visitors Navigate around the site

Good-Website-Design-NavigationThe navigation of any website is a very important factor in web design. A well-designed website has simple and intuitive navigation to immediately help users understand how to explore the site and also find relevant information they are looking for.

However, this doesn’t just involve the ad-hoc placement of buttons and links. The design considerations should also include the colour scheme and readability. How do you expect users to get around your site if they can barely read the text, buttons and links? With the proper design, it’s easier for users explore your website content, be engaged, stay on the website longer and take the appropriate action you want them to take.

 

3. Leaves A Good Impression

Best-Website-DesignRemember your website gives users an idea what your company is about. If they leave your site not having understood your ‘what you are about and what you do and offer’, then it’s likely they will not bother to return or remember your brand at all. If the design and content of your website are good then you have a great opportunity to convince potential clients to engage your business for their required products and services. They will remember you, your brand, your products and services.

This may not seem like much, but remember it’s hard to make a second first impression, especially when you consider the choice and competition that exists on the web.

All in all, an attractive and well-designed website is an important step to engage with your desired audience.

If you need help in design or redesigning your website, we can help you!

Take a look at some of our recent website design here.

Google Mobile First Indexing – update

Google Mobile First Indexing – update

Google-Mobile-First-Indexing

UPDATE:

We have had lots of questions recently regarding the Google Mobile First Indexing. Further to our initial post, last week here are some of the answers we’ve been able to obtain as information has become available re Google Mobile First.

What about content that is hidden in navigational elements?”

On desktop pages, content that is hidden in tabs or expandable boxes has less weight than content that is directly visible. As expandable content makes sense on mobile (behind tabs or accordion boxes etc.), that content will be given full weight to enhance the user experience.

“Will my Google rankings change a lot?”

Google has said that there should be minimal ranking provided you already have good mobile websites or a responsive website. If you do not have a mobile website yet, your rankings might change more than the rankings of a website that already is mobile. Pages that are not mobile-friendly will not rank as well as pages that have been optimised for mobile devices.

“Will Google have different indexes for mobile search and desktop results?”
Google plans to have one index, which is based on mobile content.

“What happens to the links that point to my website?”

If you have a responsive website, you do not have to worry about this because the URLs of your mobile pages and your desktop pages are the same (actually, the pages are the same, they are only displayed differently on mobile and desktop).

If you have a separate mobile website, chances are that the mobile pages do not have as many links as the desktop versions of your pages. As Google’s search results are very dependent on links, the mobile pages with fewer links might get lower rankings.

Read our full Mobile First Indexing Post here.

Google Mobile First Indexing – What It Means

Google Mobile First Indexing – What It Means

Google-Mobile-First-Indexing
Google begins ‘Mobile First‘ indexing – what it means for your website.

Google announced in November 2016 that they were starting with mobile first indexing. What will this mean to the rankings of your website on Google?
Here’s a brief overview:

What is ‘Mobile First‘ indexing?

As you may know, Google has seen a significant shift from desktop computers to mobile devices. Most people now search Google using a mobile device such as a phone. Until now, Google’s ranking algorithms primarily looked at the desktop version of a web page. Of course, this can cause some issues when the mobile web page shows less content than the desktop web page that was evaluated by Google’s algorithms.

For that reason, Google plans to primarily use the mobile version of a site’s content to rank pages. The search results will still be available for both desktop and mobile devices. However, the focus will be on mobile.

Google have stated:

“We understand this is an important shift in our indexing and it’s one we take seriously. We’ll continue to carefully experiment over the coming months on a small scale and we’ll ramp up this change when we’re confident that we have a great user experience.”

So what do you need to do?

Google is serious about building a mobile-first index. For this reason, you should make sure that your web pages can be indexed correctly by:

Having a fully responsive website design

Fortunately, many websites that have been built in the last couple of years have a mobile-friendly responsive website design where the content is the same on mobile and desktop. So if this is the case, fortunately, you do not have to change anything! However, if your website is not responsive, then if you care about your rankings and website visibility, as well as user experience then now is the time to update!
You can check and see if your existing site has a mobile-friendly website design here:

This Google will test will analyse your website and report if the page has a mobile-friendly design.

 If you have a mobile friendly website design – still review the content!

In some cases, developers have produced websites that have less or limited content on their responsive mobile-friendly version. If you have a website configuration where the primary content is different across mobile and desktop, you should be making some changes to your site to make sure the content is focused and optimised toward mobile. If your mobile pages have less content than your desktop pages, your pages might get lower rankings with Google’s new ‘mobile first’ index.

Check out our Mobile First Update Blog for more details

Size Matters! When it comes to SEO

Size Matters! When it comes to SEO

Recently we were asked by a new client who is in the process of having their website built by us “How much text content to do I need to supply for our website?” They operate in a niche, specialist, and professional industry. Great question! It got us thinking about the ideal length of text one should consider for their web pages.

There are really no hard and fast rules, however, when it comes to web text content, the size of your document really does matter. It’s certainly not a case of “I have more words than the opposition website, therefore I rank higher on the search engine results.”

Importantly the text content must be of value to the reader. Generally, a visitor to your website has the intention to, learn something, do something, or potentially want to take some action, having found your website.

According to Business Insider, one of the largest business news sites on the web, one of the most common misconceptions is that people nowadays will not pay attention to ads or communications that have more than a minimal amount of ad copy.

The reasons most commonly given to support this notion are that people:

  1. Do not like to read.
  2. Have short attention spans.
  3. Are in the habit of reading short messages in texts.
  4. Are too distracted with multiple media channels.
  5. Have their noses buried in mobile devices.

However Business Insider stated, “While these reasons are often true, the conclusion that short copy sells better is not.”

So our thoughts are, when it comes to the text content size on your website, using more words means more ranking opportunities and ideally having a minimum word count of at least 300 words per page or more of valuable unique content will help you rank well in search engines. This should be combined with a solid foundation of integrating between 5 to 10 volume keywords, that you wish to rank for while still keeping the content natural.

In fact, we believe people are generally willing and eager to read longer, more in-depth content but always remember people want quality, and this can always be a challenge to create, but if you do, your website will get you noticed in all the right ways!

The SEO adage “length is strength” is supported by this SEO industry study which found that longer content tends to rank significantly higher on Google’s first page.

They stated” Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.”

Of course, it’s certainly is possible to rank very well in Google for competitive keywords if your page only has a handful of words, provided your website has a trusted, authoritative domain and is supported by quality inbound links.

Page 1 of 712345...Last »