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Keyword SEO is Not Enough – 8 Steps to Fixing

Google, Search, SEO / By John / May 12, 2014

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

How people use the Internet and Web has dramatically changed.

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

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

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

Site Links (6 pack)
Google Map + Pins
Local Carousel – Photos
List Carousel – Just that, grouped list of results
Knowledge Panel – Top Right, info related to query
Google AdWords – Top, Right Column, Bottom

Answer Box
Image Mega-Block
Video Results
News Results
Social Results
In-Depth Articles

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

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

Here are 8 steps to fixing your search results rankings.

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

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

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

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

Google, Search, SEO / By John / March 10, 2014

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

Does this sound like your business?

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

Does this sound like your business or organization?

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

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

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

Three Important SEO Facts to Remember for 2014!

Google, Marketing, SEO, Social Media / By John / January 9, 2014

1. The Google Search you remember from 2 years ago doesn’t exist!

Most likely, what you thought you knew about getting ranked in Google SERPS (Search Engine Results Page) rankings, matters very little anymore. Think semantic and entity search with keywords as the tertiary element.

2. Just having a website is not enough!

Social Media needs to be included as well. Blog, Twitter, LinkedIn, Facebook – know the social media platform used by your target audience and connect with them frequently.

3. You can’t ignore Google+ anymore! Especially, those of you with local businesses.

I know. I know. I don’t like it either. When someone searches locally for your business or the products or services you offer, you simply have to control the narrative.

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

Ads - Pay-Per-Click, Google, Search, SEO / By John / April 30, 2012

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

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

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

How do your landing pages stack up?

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

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

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

Here is more from Google on Quality Score.

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

Websites Aren’t a “Build It And They Will Come” Proposition.

Google, Search, SEO / By John / February 13, 2012

So, you just launched a new website? Is it a month or more later and you are wondering where all the traffic is? Google, Bing, Yahoo, and other search engines don’t just “magically” know your website exists. After they do find you, if you and your web developer both have not done your jobs, you won’t be ranked very highly (or at all) for some time. Here is roughly how it should work.

Before you launch:

Some of you have heard me repeat this mantra many times. This applies for Google AdWords and for organic search results, here is what matters, “Landing pages, landing pages, landing pages.” On those landing pages, you need well-written “Titles,” Meta Descriptions,” “Headlines” and a first paragraph that contains the keywords for which you would like to be found. If you did not provide (or have your web developer edit and provide) well-written, keyword-rich content for your pages, those pages won’t rank well, if at all. If you want your website to be found for specific keywords, those words have to be well-placed on your landing pages. That, is a simple fact.

At and after launch:

If your web developer does as he/she should, he/she will create a sitemap.xml file that includes a list, of all, or at least the file names of the primary pages of your website. The sitemap.xml file should be submitted to Google and other major search engines. With Google, the correct way to submit it is using a Google Webmaster Tools Account. Google, Bing, Yahoo, Ask.com and utilize sitemap.xml files. The search engine robots will follow the page links in the sitemap.xml file, index the content on the pages, and depending on your content, will include some or all of your pages in their search index.
From there, your pages have to “earn” their way toward the high ranking in SERPS that everyone hopes to have. Notice I said “hopes.” There are no guarantees for organic search listing results. Good content and a good web developer can influence how you are are ranked, but if someone promises you a number one position or any specific position, put your hand on your wallet and run.
If an existing website (preferably, one that ranks well in Google search page results, aka SERPS) has a link to your website, Google and some of the other search engines, will at some stage find that link, follow it, and as above, index the content on the pages, and depending on your content, will include some or all of your pages in their search index.
Claim your Google Places page! I cannot emphasize this enough. Claim your Google Places page!
You should ask to get your website listed in any local community directory. The Chamber of Commerce in most communities will have a business directory. Ask for links from vendors, and from associations to which you belong.
Review and choose the Social Media that best suits you, and engage your prospects and customers.

Those are the basics. Most of the time, it takes weeks to months before a new website will rank well. If you do what I outlined above you will likely be pleased with your ranking much sooner than later.

If you have done all of the above, and are still not ranking well, don’t despair. Just take another look at your content. Rewrite it making sure you have your keywords placed properly, and they are written according to Google’s guidelines. Review the websites that are getting found better than you. You will likely find some clues that will help with your website. Keep at it. You can get to the top!

Here are two effective ways to jump start a new website, or a newly revised website.