Search engine optimization is not for every website. Although search engine optimization can really improve the organic search results for some websites, there are a couple of considerations when search engine optimization should not be considered and maybe a full site redesign may be a better investment of money and time.
When not to do search engine optimization:
If your site is created in a template and the site layout becomes broken when new content is added.
Your site looks funny in browsers other than Chrome and Firefox.
You have a site designed using Flash or tables for your layout.
Your website looks dated or non-professional.
As search engine optimization is not inexpensive, in some cases the money that would have been spent on search engine optimization would be better spent on a new search engine friendly design with built-in optimization features.
Voice search – it’s coming faster than you think, and I am already having clients ask how they can get ready now.
Here is some information to get you started thinking about what you need to do to be ready for voice search.
First what exactly is voice search?
Voice search is where you speak into a computer or smartphone and the device then performs a search for you returning relevant information and reading the most relevant information to you.
So how can you even get ready for something like this?
Make sure you take time to do a content review. Clean up, slim down content, review page titles and page meta tags and slim and trim what you have to be concise.
Use two and three word search phases as the focus of your content. Voice search will not be focused on the long tail phases.
Make sure you have your full address including city and spelled out state and your phone number that is clickable on all your website pages. To place on near me searches you have to have your location spelled out! Search engines will deliver your content for near me searches only when you are in close proximity to the end user.
Work to improve relevancy of your content and start to strip down your pages and break long content into multiple pages so that pages are on one topic, searchable by search engines and deliver answers to questions.
Google says that as your site load speed increases from 1 to 7 seconds, your bounce rate increases 113%. Missed opportunities; bounced prospects means missed sales.
I tested my own website against a number of other sites on the Google Test My Site tool and here’s what I found.
My site www.mccordweb.com – 3 second load, excellent rating, low loss of visitors. My site is a responsive design in PHP and only uses WordPress for the blog.
Industrial company legacy HTML website that is over 8 years old, but the owner is not ready to do an update yet. 7 second load time, fair rating, 26% estimated visitor loss.
Service industry company legacy PHP website that is over 10 years old, but the owner is not ready to do a site update yet. 6 second load time. fair rating, 24% estimated visitor loss.
Doctor’s practice redone responsive WordPress website, but the owner was not speed-focused. 7 second load time. fair rating, 26% estimated visitor loss.
Technology business newly redone responsive WordPress website with a very glitzy look, but the designer was not speed-focused. 10 second load time. poor rating, 29% estimated visitor loss.
What I have found is that the WordPress sites with the slide show on the home page are not testing well for speed. The PHP based websites that do not have a slide show cover and are more text focused and utilize created AMP pages are testing as speedy.
How fast your website page loads in a smartphone or browser is really important. Not be paying attention to your website load time is a huge error in the world of Google today.
This is why knowing and working to improve your page speed and site load time is crucial.
Google has a new tool called “Google Test My Site”. This online tool will test your URL, compare your site to others, give you a rating, and even give you a free report and recommendations to follow to improve your speed.
Google says that your site will lose one-half of all your visitors while the page is loading. Know that 70% of visitors globally are surfing the web on 3G or slower speeds until 2020. Want more business? Speed up your website!
Coming to the Web in July is a change to the Google Chrome browser that will now mark any website that is not using https as insecure. Should you be worried if you are not selling online?
Personally, if you are not selling product online, I would not worry about the site insecure warning. This warning will appear on your site if you have a contact form, but I personally do not feel that your submissions will drop.
In most cases now, my clients and prospects contact me by phone or by chat. I have very few customers who contact me via my email form. Most like the immediacy of a call.
If you are flush with cash, moving to https could be good for you to prevent any insecure site warnings to be ultra safe. Cost for an SSL certificate is about $149 to $199 yearly. You will typically need to have a dedicated IP address which will run $7 to $15 a month and your web host will most likely charge installation fee for the SSL certificate. So, there are moderate costs associated with the move to https.
If you sell online https is mandatory. No consumer will buy and provide their credit card information via http.
So, the bottom-line is that really you have an option if you are not selling online as https and the additional costs are not a requirement to continue to have website traffic. Your site will still appear in the Google search results and other browsers will not trigger a warning.
As a professional AdWords account manager and expert in Search Engine Optimization, I do recommend that the focus of keywords be different for your website optimization versus what you use for pay per click.
Personally, I like a very narrow set of very tightly targeted keywords for AdWords; as we are typically driving traffic for lead generation. Our top focus is cost per conversion and increasing leads.
For organic, I like to focus on keywords that have the most click activity and may be more general yet still industry specific. I find that the balance helps sites to drive more site visits and leads and is not redundant with the specificity we use for AdWords.
For example, for a client selling warehouse equipment, in AdWords I might target very tight product names and categories like Forklift model 45S, powered warehouse equipment, and other specific keywords.
In organic I might target material handling equipment and material handling equipment supplier as my focus for blog writing and social media; striving to cast the net farther and wider but for high click volume keywords.
When every click you pay for in AdWords must make a difference in growing your business, you have to be narrow and very results oriented. In organic where you do not pay by the click the effort should be to enhance website traffic that is free.
If you need help adjusting your strategies to make the most of your ad spend and drive traffic and build inbound links, visit www.McCordWeb.com to see how we can help you too.