SEARCH ENGINE OPTIMIZATION OF THE CONTENT ON YOUR WEBSITE

Google is trying very hard to determine if your website is relevant, and has great content. If you want to rank highly in Google, you need great content.

What is Great Content?
While "great" and "best" are subjective, search engines have a very good idea of the kinds of pages and sites that satisfy their searchers. Generally, these "great" sites have several traits in common:
  • Easy to use, navigate, and understand,
  • Provide direct, actionable information relevant to the query,
  • Professionally designed and accessible to modern browsers, and
  • These pages have low bounce rates, high conversion rates, and time on page metrics.

Great content creates high search rankings and revenue / visitor.

Don't write an article unless you have something actually interesting to say.
You're probably ready that your website needs 100's of pages of content about every possible keyword. This may be true, but it often causes a problem. I've seen many, many websites with 100's of pages of fluff. These "fluffy" sites used to rank highly, but not anymore. I call the "panda" update, the "fluff destroyer" update. I think it sounds better.

Essentially, Google can tell if your content is interesting. You still need lots of great content. But, don't force it. Don't say "I need to have more articles on my site then my competitor". Instead, say "My content needs to be more interesting them my competitors". You do need many pages on your website. But, it needs to be interesting. Don't rush the process.

Here's how you can tell if your content is "good"?
When a search engine delivers a page of results to you, they check to see if you actually found what you're looking for. If you hit the first link, then immediately hit the "back" button to try the second link, this indicates that you were not satisfied with the first result. This simple, but powerful technique is an easy way to tell if the website answered your question. Google is tracking this data, and using it in it's search rankings. If you want to be number one in Google, figure out what question your visitors need answered, and write content that answers that question.

Since the beginning, search engines have sought the "long click" - where users click a result without immediately returning to the search page to try again. Taken in aggregate over millions and millions of queries a day, the engines build up a good pool of data to judge the quality of their results. All the links in the world won't help if people don't find the information they're looking for when they go to their website.

How Did Google Build a Program to do all This?
In 2011, Google introduced the Panda Update to its ranking algorithm. This update significantly changed the way Google judged websites for quality. Google started by using human evaluators to manually rate 1000s of sites, searching for "low quality" content. Google then incorporated machine learning to mimic the human evaluators. Once its computers could accurately predict what the humans would judge a low quality site, the algorithm was introduced across millions of sites spanning the Internet. The end result was that the engagement metrics above are very important.

So, to summarize.... Google is spending incredible sums of money to figure out if people actually like the content on your website. So, take the time to make sure your content is "good".

Once we know what keywords to target, then we can make sure that the website is optimized for these keywords. At this stage, we spend most of our time reviewing the website and proposing small changes to the content on your site. We might suggest editing the page title on the main page of the website. We might suggest adding a keyword to an internal page. We generally create a large list of small things that need to be done to your website. It’s really about making sure we’ve dotted all the i’s and crossed the t’s.

The on page factors we analyze during this step are as follows:
  • Keyword density and internal linking pattern analysis
  • Meta Description tag optimization
  • Page Title optimization
  • Detailed On-Page SEO Recommendation report for each page on the website
  • Customized blog setup designed to match the CLIENT website(s) utilizing the software Wordpress (optional)
  • Google base submission and optimization (optional – Google charges you for this)
  • Thorough analysis of website(s) code, design and content
  • RSS feed submission

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