Google Changes Ranking Algorithm Based on Mobile Website Readiness

Using Mobile-Readiness to Get Found on Google

Every so often, Google tweaks and refines how they return web pages in response to a search query. Google continuously assesses their search algorithms to make sure the results they provide are the most useful they can be based on the information input into the search query.

Understanding How Google Performs a Search

Without getting into the technical weeds about Google’s search algorithms and how they work, it helps to understand, in nontechnical terms, how Google performs a search and some of the information Google relies on when providing search results. One key factor that comes into play is the level of relevance of the content on a web page to the search being performed.

Google tries to determine how specific or broad a search is. For example, did the user type in cat or exotic Persian shorthair cat? Google analyzes the words a user types into the search bar, and even makes allowances for typos (cat bred vs. cat breed). And, depending on the words or terms a user included in their search (keywords), Google’s lightning-fast search for results includes looking at web pages and matching the keywords to web page content where they appear in titles, headings, and text.

A user’s personal Google search settings and patterns also inform Google and can come into play in helping Google return relevant search results. For example, a user’s previous or recent searches as well as their location can factor in the results Google returns to a search query.

Companies and website owners naturally want to be found when a customer or potential customer searches for a product they sell or service they offer. But, before Google will rank a website high in search engine results, they want to be certain that visitors to the website to have a good user experience. Businesses can help themselves in that regard by ensuring the content on their website is always fresh and the information they provide is of high quality and valuable to the people who visit their website. The business should come across as trustworthy, and the content on the site representative of a company that is an authority in its industry or on a particular topic.

Mobile vs. Desktop Search

Without a doubt, we have gone mobile. People everywhere rely on their mobile devices – smartphones and tablets – to shop, for entertainment, for conducting business, for learning and information, for communicating, and much more. As far back as 2010, industry experts predicted our use of mobile devices would surpass our use of desktop PCs. Those experts were right. According to a March 2017 report by comScore, 69% of the time we spend consuming digital media is done on a mobile device as compared to a desktop computer – and that includes performing searches on Google.

As a result, Google will be changing their optimization rules over time so that websites will only be ranked based on the mobile version of the website. Up until quite recently, it did not matter if a website was not optimized for viewing and use on mobile devices. In fact, countless sites continue to work today on only desktop computers and not on mobile devices. But, with every update to their ranking algorithms that Google performs, Google is moving away from ranking websites based on their desktop version to what they call mobile-first indexing, which ranks the mobile version of the site in terms of its content, links, certain data, and how viewable the site is on a mobile device.

Understanding Mobile-first Indexing

In anticipation of user behavior trends, Google has been slowly moving toward mobile-first indexing – a search ranking system that gives websites a mobile-friendly ranking boost. With mobile-first indexing, Google looks first at the mobile version of a website for indexing and for how they determine a site’s ranking. But, if a company has only a desktop version of their website, Google will still include that site in its index, but the sites rankings could be negatively affected.

In time, Google will no longer consider the desktop version of a website to be the primary version, but will instead give that preference to the mobile version of the website. To minimize the impact to your desktop site, you will want to ensure that your desktop and mobile sites are, in essence, created equal – that the desktop site uses responsive design and the content is optimized for mobile use.

Do I Need to Change My Mobile Site to Improve Indexing and Ranking?

There are ways to enhance your mobile website and prepare for when Google eventually makes the change to mobile-first indexing. First and foremost, the content on your mobile site should be just as high quality and valuable as the content on the desktop version of your website, whether you are using text, images, or video. Google should be able to both crawl and index all your mobile content. The key takeaway is to understand that Google will crawl mobile content, so content on your mobile website should be as relevant and valuable as possible, which ultimately serves to improve your rankings.

Other checks and updates you should make include, for example, the mobile site’s metadata and social metadata, structured data, XML, sitemaps, and more – to ensure you are using, tagging, optimizing, etc. versions of each that work within the mobile environment.

Companies can no longer ignore (or afford to ignore) the requirement to have a mobile-responsive website. In the past, a company created two versions of their website: one for desktop and another for mobile. Over the upcoming months, Google will rely more and more on a company’s mobile site or mobile responsiveness of a desktop website when it applies mobile-first indexing. Keywords, search terms, and quality content will continue to matter, perhaps even more than a URL that today is used to organize site content.

To better understand the ins and outs of webpage ranking and mobile responsiveness, or determine what your current website needs in order to address Google’s move toward mobile-first indexing, consult with a professional web developer.

We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. The experts at Perfexion, Inc. specialize in helping clients market their business online – and on mobile – effectively and profitably.

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Understanding Mobile Marketing

Understanding Mobile Marketing

Without a doubt, the world has gone mobile. People everywhere rely on their mobile devices—smartphones and tablets—to shop, for entertainment, for conducting business, for learning and information, for communicating, and much more. As early as 2010, industry experts predicted our use of mobile devices would surpass our use of desktop PCs. They were right. According to a March 2017 report by comScore, 69% of the time spent on digital media is attributed to mobile usage over desktop.
Most businesses today understand the need to do digital marketing. If they have a website—as they should—they are already doing a form of digital marketing via the internet. Many of these companies also develop separate marketing campaigns to work on mobile devices. Those who are not have some serious catching-up to do. Now, more than ever, ensuring your business is optimized and ready for use on mobile devices should be a priority.

What is Mobile Marketing

If you are new to mobile marketing or have limited knowledge of what mobile marketing entails, the first question you should ask is: What is mobile marketing? Mobile marketing is a digital—online—marketing strategy that encompasses multiple channels for reaching a specific target audience via their mobile device. Digital marketing channels range from display ads to apps to email coupons to text messaging (SMS) to video and more.

Compare these to traditional marketing channels such as print (newspapers, brochures, magazines) and broadcast (radio and TV ads). Two key differences stand out between digital and traditional marketing: the cost to run a marketing campaign and the ability to measure a campaign’s success. In a word, digital marketing is more cost effective than traditional marketing, and measuring the results and success of a digital campaign is quick and easy, and can even be done in real time if necessary.

Why Focus on Mobile Marketing

Now that you understand the value in digital marketing, the next question to ask is: Why do mobile marketing? Google provides plenty of reasons in their report entitled “Micro-Moments: Your Guide to Winning the Shift to Mobile.” They define micro-moments as “critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” In other words, consumers expect companies to be available to address their needs at any time. For many people, their smartphone is their lifeline; as such, they use their device to conduct searches, find places, do things, and shop and compare prices virtually around the clock.

Mobile marketing campaigns vary depending on business type and service offering. Finding what works for your business is key. For example, a restaurant might find that sending an email containing a discount coupon is more effective at garnering new and repeat business than placing a coupon in a monthly mailer. Most users would rather bring up the coupon or code on their phone than cut one out of a magazine.
Keep these tips in mind when planning your own mobile marketing campaign.

Mobile Marketing Tips

• Take a test drive. Test the mobile marketing strategies your favorite businesses (or competitors) promote. Buy something or place an order from a mobile app to get a feel for a shopping experience. See how the ordering and payment processes work. When you test different mobile marketing strategies, you figure out what you like or don’t like, and what works or does not work. The experiences will give you a better feel for what might work for your business.
• Check your website. Is it user friendly? Is it mobile ready, meaning, does it display and function properly on tablets and phones? Having a mobile ready mobile responsive website is a must if you want users to have the best possible experience with your online business.
• List your business on location-based platforms that let you run promotions on different mobile apps and social media. When you do, users can check in and take advantage of your current promotion.
• Talk with an expert. A digital marketing company will provide recommendations for increasing your online presence. Additionally, they can integrate platforms and tools you use, as well as track results and adjust programs easily.

Businesses today should rely on mobile marketing as a key—if not the key—marketing strategy for getting in front of their target audience. For more information on how mobile marketing can work for your business, contact the professionals at Perfexion, Inc. today. They specialize in helping clients market their business effectively and profitably.

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How to Improve your SEO with User-Friendly Interlinking

How Internal Links Improve Your Site’s SEO

Web developers, marketers, and business owners understand the importance of search engine optimization – SEO – for ranking a website high on search engine results pages. There are many ways to improve SEO, from publishing helpful and relevant web content, to regularly updating that content, to using the best keywords and key phrases, and more. Proper internal linking is another.

What Is Internal Linking?

Internal linking, or interlinking, occurs when one page of a website (domain) is linked to a different page on the same website. Internal links are helpful for several reasons. Externally, they help users navigate a website, which provides for a positive user experience (UX). Internally, they define the website’s hierarchy and site architecture and also set each page’s ranking authority on the site. Interlinking also provides a number of more technical functions – all related to website organization and how well the site communicates with search engines. For now, we focus on easy ways any web manager can enhance their SEO through interlinking.

Optimum internal linking provides a great user experience, as it keeps the reader engaged on your website – moving around and always looking for more information. Interlinking should flow logically and naturally to align with what the reader will find helpful and useful. As a rule, interlinking has a pyramid hierarchy, with the homepage at the top, which allows its ranking power to pass to the entire site. Think of the hierarchy as categories and subcategories, all organized and linked for relevance and a positive user experience.

In addition to enhancing your UX, web managers and marketing experts strategically link their site content for the main purpose of improving SEO, and ultimately, search engine ranking. Internal links have the capacity to increase page authority, which means the page will be indexed more quickly by search engines and rank higher in search results. As an example, a home page with earned authority that contains links to a new blog posting (one with practically no authority) transfers its authority to the page with the blog post.

Let’s look at some of the ways interlinking can help improve your SEO.

Ways to Improve SEO with Interlinks

  • Place links in web content. These links, usually formatted in bold so they are clearly visible, indicate to the user that they can obtain additional information by clicking on the link. The link should work properly and take the reader to the proper – relevant – page.
  • The most important and relevant links should appear on your website’s home page, in the site navigation bar, and in drop-down lists.
  • When deciding how many links to use, place as many as a user would find helpful within the content. There is no hard and fast rule, but use what you consider reasonable in light of the length of your web content or post.
  • Link lower authority pages only to other relevant posts on the website; linking the content within lower authority pages to your contact page, for example, does not pass any value that improves SEO. Similarly, links in sidebars should also go to pages with relevant content.
  • Ensure anchor text – highlighted text within a hyperlink that a user clicks on to open a page – is relevant and an accurate indicator of the page it is being linked to.
  • Make sure call-to-action (CTA) buttons are clearly visible and within a user’s easy reach. Each page of your site should have a CTA that prompts them to click for more information.
  • Perform a link audit. A link audit achieves two purposes: 1) It tells you if existing links in your web content are all working properly and 2) it lets you know if you have enough (or too many) links in a given content area.

Interlinking for SEO is Not Complicated

Though interlinking to improve SEO may sound complicated, it is not. Follow the guidance on interlinking best practices presented here, and you’ll soon see improvements in your site’s SEO.

If you want to learn more about how interlinking can help your SEO or know how your own website stacks up in terms of user-friendly internal linking, Perfexion, Inc. can help. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in optimizing our clients’ web content and ensuring their sites perform to the best of their ability.

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Thinking of Dumping Your PPC Program? 4 Common Misconceptions…

Clearing up the Misconceptions around PPC

Have you considered using Google or Bing pay-per-click – PPC – to market your business online but are concerned PPC won’t work for you? Perhaps you’re already using PPC but feel you’re not getting the hoped-for results and are even thinking of dropping your PPC campaign. Before walking away from pay-per-click altogether, make sure you fully understand the power behind PPC and the results you can ultimately achieve. Don’t be swayed by negative opinions about PPC, but rely instead on the factual information and data only a professional PPC administrator can provide. Here we clear up a few common misconceptions around pay-per-click advertising and provide a fresh perspective on how to eye your PPC to further attract customers and grow your business.

True or False: PPC is the only form of advertising your business needs.

False. Pay-per-click is good and can get results, but it should not work in a figurative silo. Only when PPC is combined with one or more other forms of advertising you do in other marketing channels will you see real results. When you promote your business in other channels, such as through SEO, social media, in print, or on radio or TV, you gain name and brand recognition. That way, when a new or existing customer is searching online for the services you offer, the chances of that customer seeing your ad and clicking on it are improved. Decide on the types of advertising that work best for your business, and combine these with a properly run PPC program for best results.

True or False: SEO alone is more cost effective than PPC and can return equally good results.

False. While it is true that SEO may cost less to run and manage than paid search/PPC, in the larger context of advertising and ROI, it doesn’t. That is because PPC serves to support your SEO programs and, just as PPC should be combined with other forms of advertising to maximize results, PPC should also be used strategically to enhance the return on your SEO investment.

A business that is looking to cut expenses and trim their advertising budget may target PPC because they perceive the cost is too high when compared to what they pay for an SEO program alone that provides organic search traffic. But when they look more closely at how paid search is working in concert with organic search results, direct traffic, local listings, and other advertising channels, they cannot help but see how they all support each other. If any one piece of the advertising pie is removed, you can most surely expect to see decreased click-throughs, calls, traffic, and other results.

True or False: PPC is expensive when compared to the cost to acquire a new customer.

False. This myth can be quickly and easily debunked when you step back and look at the entire customer life cycle. Business owners understand they need to first reach a potential customer, then acquire the customer by bringing them to the company website or store, then convert the person into a paying customer, then keep the customer beyond their first purchase and hope they become a loyal partner and advocate for your business and your brand.

None of this happens by accident. In fact, PPC helps at every step of the customer life cycle and your paid search expense is offset by the overall (lifetime) value derived from each customer. This, of course, assumes your PPC program and SEO campaign are well organized and properly run to work in conjunction with each other. When your company’s relevant information appears in different places in a web browser, and SEO gives you solid results from organic searches and click throughs, you will more than compensate for, and validate, your PPC expenses.

True or False: Once I establish my PPC campaign, it will run itself.

False. For a PPC campaign to be successful, it must be logical, organized, based on well researched keywords, and relevant to your target market. Campaign management is also important to track performance and make changes based upon user activity (or lack of activity).

Beyond these pay-per-click advertising must-haves, business owners can leverage PPC in other ways that also drive targeted traffic and spur growth for their business. Consider the business that sets up a PPC campaign based on a particular product or product line they sell. With some creative thinking (and help from a digital marketing professional), that business could consider offering new products and services that are related to their original line, and take advantage of the existing PPC account structure to bring in new customers or entice existing customers to buy more.

An effective paid search advertising campaign ensures that a company’s online marketing message lands directly in front of the company’s target audience and gets them to click on the ad. Paid search and pay-per-click advertising is not going away any time soon. This type of digital marketing has proven effective and lucrative for businesses who fully understand and are engaged in how their campaign is set up and run.

If you’ve been struggling to understand how PPC works or would like to know how well your pay-per-click ads are working for you, talk to a professional. Perfexion, Inc. is a professional web design and development company located in the Philadelphia area that understands everything you need to know about PPC and internet advertising. We specialize in helping clients maximize their return on every internet advertising dollar they spend.

We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in optimizing our clients’ web content and ensuring their sites perform to the best of their ability. Contact us today to arrange an initial consultation.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
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Blog Writing

How Blogging Can Work for You

The term blog derives from the word weblog, which originally referred to a personal online journal in which a writer documented activity, reflections, thoughts, etc. Over time, the word weblog shortened to blog, and the meaning expanded to include information and commentary that a business uses to market or promote itself, develop brand awareness, establish itself as an expert in a specific area, and remain relevant and active in front of followers, customers, even the public in general. Blogs are chronicled on a website and usually link to articles and information contained on other websites.

Blogs can be a powerful information source for those who follow and read them. For those who write and post them, the intent is to attract traffic to a company website and convert followers into buyers. Marketing experts and web developers understand just how good blogging can be for a company’s bottom line. Their objective is for blogs to rank high in Google searches, which also increases a company’s web presence and visibility.

The key to achieving these results lies in using and applying search engine optimization – SEO – properly and consistently when blogging. Keep in mind the following tips to help your blog content get ranked higher in Google.

Keyword optimization

First, research which keywords are best for your blogs, then incorporate them into your blog content. Use keywords in the title of your blog, and place one or more close to the start of the blog title. Use keywords strategically and naturally throughout your blog article; overstuffing an article with keywords is artificial and can backfire.

Use keywords in subheadings

Different sections of a blog article should have their own heading. These subheadings should also contain the keyword or key phrase.

Enhance content readability

How easy is the content of your blog to read and understand? Unless your industry or subject matter has complex jargon, it is always better to keep your writing simple. Online apps are available to assess the readability of your content. These apps will indicate if your content contains complex or confusing phrasing, unnecessary words, or if you have written in passive, rather than active, voice. Experts recommend keeping the reading level to a 6th to 8th-grade level.

Keep content relevant and optimized

Google loves quality content and ranks blogs containing quality content higher in search results. What is quality blog content? Content that is usable, informative, helpful, and fully detailed. Lengthy content is always better if you want to improve search ranking. Article length should be over 1,000 words, but over 2,000 words is even better.

Keep blog content updated

Since Google prefers to present search results with the most up-to-date information possible, by updating the content in your blogs frequently, you improve your ranking in search results. Simple updates are all that is needed to achieve the desired results within Google.

Link to other articles, link internally, and be shareable

When your blog contains links to other articles, you establish a relationship with the owners of those other articles, which can lead to a reverse situation in the form of backlinks to your article – great for improving search rankings. In addition, linking from your blog to other pages within your own website can help rankings, as does including buttons for readers to share your content with friends and followers on their own social media sites.

The meta description and URL matter

Have your web manager address the technical elements of your blog. For example, the URL for the blog should contain keywords and be easily readable, rather than present a generic numeric ID. By having keywords in the URL, you help Google find it. Also, make sure the meta description – how the message that describes your blog shows up in search results – is directly relevant to the content.

Your website should be easy to navigate and mobile-friendly

Google likes websites that provide a positive user experience, including those that are mobile-friendly and can be viewed on any type of mobile device. When your website is easy to navigate and users can easily find what they’re looking for, you improve SEO and site ranking, which also helps your blogs rank higher.

Other site technicalities

Ensure the web site where your blog appears loads quickly, contains no broken links, and adheres to the usual web content rules for HTML and CSS coding.

Do you have what it takes to write your own blogs?

You might be an expert in your industry and an excellent writer, but if you don’t follow the guidance contained here, your blogs could go unseen and your blog efforts wasted. Professional web developers, marketers, and copywriters can support your blogging and SEO efforts to improve the web rankings of both the information you post and your website.

Our Philadelphia-based web development company Perfexion, Inc. can help. Our team of professionals specializes in optimizing clients’ web content and enhancing their website rankings across all search engines. We are located in Plymouth Meeting just outside King of Prussia and specialize in optimizing our clients’ web content ensuring their sites perform to the best of their ability.

Contact Us Today!

WEBSITE pfxn.com
E-MAIL hello@pfxn.com
CALL 610-783-7660
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