I will open with a quick case study to illustrate my point on how important page speed is to Google. We did a SEO site evaluation for a client on his new website. The site looked nice and appeared very professional, but on running the site through the Google Page Speed Tool, the desktop score came back with a 24 out of a score of 100 and the mobile score came back with a score of 51 out of 100. Google rated both of these scores in the “red” zone.
Why is being in the yellow zone (70’s) or green zone (90’s) important?
Google AdWords uses scanning tools and will actively disapprove ads where they consider the page speed experience low. I have seen advertisers with red page speeds have ads disapproved. The only way to improve your page speed is a site redesign or difficult overhaul of an existing site. Google evaluates the domain, not just the landing page. So, Google AdWords considers a quick loading site an important Quality Score indicator.
Google has just released notice that in July 2018 they will be using website page speed as a ranking indicator for their organic index. As the Google organic index is now based solely on the mobile version of your website since early last year and Google no longer has a desktop index AND a mobile index, page speed of your mobile site is even more important to garnering organic placement.
This particular issue of page speed and the use of the mobile index to rank sites is also why AMP or Accelerated Mobile Pages, a Google initiative to speed up the Web, is so very important to embrace on any new website design.
In conclusion, page speed is crucial for organic performance for websites and one of the most important factors you should consider as you choose your WordPress theme or website backbone.
Check back next week for more information on website redesigns selections.
Many business owners of websites older than five years are thinking of updating their websites this year. A frequent question we get at McCord Web Services is “Is WordPress right for me?” For some businesses WordPress may be a good fit, but it is important to understand that you do have options to a WordPress website.
In this series on WordPress or PHP, we will be looking at the pros and cons as well as benefits and challenges.
If you are considering a WordPress website please review my checklist below before you make a final selection and get your site into production. I encourage you to have a frank talk with your potential website designer and nail down some of these issues before you go to contract or fund the project with a deposit.
If you are going to use a pre-designed theme, all theme designers will have a “live preview”. Ask for that link and input the URL in Google’s page speed tester. https://developers.google.com/speed/pagespeed/insights/ Better yet, let your web designer know that you will not want to use any WordPress themes that do not score in the “green” zone on the Google Page Speed Tester.
Assure that your site designer knows that you will want to use AMP plugins to render your WordPress website to be AMP friendly. If the designer has used that theme before, ask to see the AMP page of a site. The page you see in your browser and smartphone should not have navigation links and elements with the content pushed to the bottom. It should have a narrow banner and content. If you see a lot of navigation links, it means that the theme’s navigation is not compatible with the AMP plugins. If your site designer cannot provide a page for you to use, consider buying the theme in question, having them do the installation, install the AMP plugin for your evaluation before you go further. Do not do site build-out until you verify that this is not an issue with your theme. It is by far better to write off the cost of the theme (typically under $100) and choose a new theme to get the AMP compatibility you really need.
Review with your web designer the type of theme they will be using. It is easy for another webmaster to come in and put in blog content. Will blog post pages have builder fields and have to be customized at installation or will the blog content entry fields be typical as in WordPress Twenty Seventeen or Twenty Eighteen. Does the blog require a featured image and what are the size dimensions of the featured image? For many sites using featured images an image of 1920 by 1080 is required. This requires the blog post installer to buy a special larger image and then resize it to fit. This is an added expense that you should know about before you purchase your theme or go into production as you will incur additional costs.
Let the website designer know you are serious about security. All testing logins and user names and passwords at set up should be complicated and never use admin or default settings. After launch WordFence Premium can be added for additional security and firewall protection, but don’t allow your site to be hacked while in the design phase through lax security.
In our next blog post on Wednesday, we will discuss why there has to be such a focus on page speed for your new website.
Today we’re announcing that starting in July 2018, page speed will be a ranking factor for mobile searches.
The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.
The key takeaway on this announcement is that page speed is important to Google and should be an important factor in the selection of any new WordPress theme or website design or web design platform.
Page speed will not be going away and site owners need to really start a review and efforts to address their slow loading websites.
The Burger King Syndrome? Yes, that is what I call it when a customer wants everything their way right away. Now, mind you, that is not necessarily a bad thing to want something your way – sometimes.
It’s great to want things your own way. I want them my own way too. But it’s not a good thing if a client is not willing to pay for that level of customization.
In some cases, where you are working with an ecommerce store theme that is a template-driven application, you may not be able to get your product images in a different position than the theme template allows – no matter how much you might be willing to pay to make that change. It is important to understand, there are simply some things that simply cannot be customized to your personal specifications.
Here is where addressing customer expectations in advance is very important as well as having a contract for a project. If, as part of a project, a customer expresses needs that you know will not be workable, you can always shift the customer to a different item before work even starts. And before the contract is enacted.
Taking time to evaluate needs and clarify what is supplied, what can be customized, and what additional options can be purchased, is all a part of taking good care of a customer and providing excellent customer service. I personally never rush the early part of a project before contract.
No one likes to hear – no we can’t do that, but sometimes you may simply not be able to have it your own way.
Social media is about connecting. One of my pet peeves is for business websites to have social media icons to various platforms, but they have not updated them for months or sometimes years.
My rule is, if you are not using it – lose it!
We all have our favorite social media accounts to use and some of us will use more than others, but if you are going to have the icon on your website, you should try to do one update a week and at the minimum of once a month. If you cannot keep on top of that consider farming out your social media updates to an employee or contactor.
When you are operating in a competitive market, social media interaction may be the one thing that helps differentiate you from your competitors. Especially if you are providing value to users in the things you are doing on social media.
It does not have to be difficult to keep your platforms updated. You can use an application like Hootsuite or Sendible to schedule, repeat, and save updates to reuse. In fact with Hootsuite, you can even send the same update to multiple profiles with one click.
Low budget AdWords – is there such a thing? Yes, AdWords has a number of programs that work even for low budget accounts. Here are my suggestions.
Get good results with a relatively low budget in a semi automated program that targets ads to customers in your local area. You can now remove keywords that Google auto selects that you do not like and you only have to create one ad.
Be careful when you start set up that you really think about your goal or you will end up with ads for phone calls only or those that never show your phone number.
Do not run multiple ads at a time as each ad has it’s own budget and does not share one account budget.
AdWords Dynamic Search Ads and Remarketing
For clients who do not have high expectations for performance and are not relying on AdWords to drive a high number of clicks Dynamic Search Ads and remarketing may be a good choice.
To effectively use Dynamic Search Ads your website really should be 30 to 50 pages or more. Little sites simply will not get traction in this program.
Remarketing ads may take two to six months to build up the cookie list is traffic is low. For remarketing ads to show in the Display network you’ll need 100 cookie sets and for remarketing for search ads or RLSA you’ll need 1,000 cookie sets. For small businesses it may take more than one month to get the 100 cookie sets.
If you are looking for a savvy AdWords Manager to help you get going with AdWords or to discuss your options, visit our website to find out more about how we can help you with AdWords.