Help! My website isn’t bringing in business!

Reasons your website may not be as effective as it should be…

Perfexion June 2022 Blog
Perfexion New Website Design

You did it! You started a business! You have your employees working, sales are happening, and you have a website up and running. Things are falling into place. Fast forward 5 years. Your business is growing. You’ve hired a few more employees. Sales are pacing well – but deep down you feel there is more that can be done. Oftentimes, business owners set up their website in the beginning, but then, it sits out there in the tremendously vast internet among over 1.6 billion other websites out there.

It was working great for you in the beginning. What happened?

An average of 252,000 websites are added into the interverse every single day!  Other businesses, like yours, are all fighting for the attention and commerce of internet users.  So why, in only 5 years, may your website not be performing for you as it did before?

Websites are not a “set-it-and-forget-it” project

Just like other aspects of your business, your website needs to be continuously maintained, updated, and refreshed to stay relevant. In the beginning, your site is crushing sales numbers, engaging with new customers, and increasing your brand awareness. Overtime, competitors with similar products and services freshen their websites, add new content, update images, and add additional features for a better user experience. What happens? Their websites start showing up higher in search results than yours and you begin to fall to the bottom of the page, maybe even page 2 or 3.

Think about your own search habits – how far down on a search page do you go when looking for your answer? Chances are, not more than about halfway down page 1. Consumers crave immediate satisfaction in today’s fast-paced world. They want answers and they want them quick. If they have to dig around the internet to find you, chances are they won’t.

Technology for websites changes all the time

Just like cell phone companies are always advancing technologies surrounding their devices, website advancements are happening every day. From interactive tools to e-commerce platforms, the right website can truly take your business to the next level. For this to happen, you must ensure your website is integrated with the latest features and most advanced user interfaces. It’s always been said, first impressions are everything.

Let’s look at a practical example. Imagine you are searching for a kitchen remodeler. This is typically a large investment purchase. You’ve done your research and know what you want and are now on the search for the perfect company to entrust the heart of your home too. One company has 99% small print text on their website. They have a phone number. Very limited images.  Only a home page and a contact page. While it may be a great company, their website isn’t showcasing their talent and expertise. 

Another company has beautiful before and after images scrolling across the main screen. Their contact information is displayed on every page and prominently displayed throughout various places. They have an interactive chat option for you to get immediately connected with someone who can help. They offer multiple different methods of communication with them, including a quick fill contact form, chat box, email, phone, and showroom location. They have pages throughout their website that go into greater detail about the different stages of the kitchen remodeling process, estimated timelines for projects, details on various options for our remodel and articles and blogs about choosing the right countertops and most durable flooring for a high traffic area of your home.

Now, with all that information in front of you – which one do you think more consumers will engage with?

People want the ease of convenience. In order to win their business with so much competition, your website needs to be the sounding board for what sets you apart, why a consumer should choose your business to work with, and what makes you an expert in your field. As your business grows, so should your website.

Perfexion June 2022 Blog
Perfexion New Website Design

You have no call to action

Once a visitor lands on your website, it is critical that you direct them to exactly what action you want them to take. Do you want them to call? If so, your content should direct them to “call now for a free estimate” or “call now and speak directly to the owner”. If you prefer visitors to fill out a form with their contact information and some details about their project, then your site should be guiding them to the contact form page or link. If you don’t direct your website visitors on what type of action to take, 9 times out of 10, they won’t take any action at all. 

Perfexion June 2022 Blog
Perfexion New Website Design

You have an outdated design

Just like clothing styles change overtime, so do website designs that appeal to consumers. Designs can change based on trends, industry, competition, economy, or age. 

New trends in web design pop up all the time. Minimalistic, sleek, artistry, formal: based on your services and target audience often determines how often your website design platform will need to be updated. If you are in the technology and/or ecommerce industries, your design trends will change more rapidly than say maybe a business in the home services industry.  Design trends are important for a few reasons. They show the public that you are updating and maintaining your site on a consistent basis, which indicates you are progressive and stay ahead of the curve. Your website design indicates that you care about the user experience and want to provide the optimal platform for customers to interact with your business and learn more about you. As design trends become popular, visitors to your site may find an older design more cumbersome and confusing, which could lead to them leaving your site without engaging with your business. Trends can have a direct effect on functionality. Design trends that incorporate a lot of features were prominent 3 or 4 years ago. Today, more and more companies are opting for a cleaner and streamlined look, which can be more appealing to the eye.

However your industry is affected, website designs need to be “freshened” every few years. This does not mean you have to purchase an entirely brand new website every 2 years. The suggestion is to freshen up the overall look, feel, colors, and overall features that the site consists of to keep your website relevant and attractive to potential customers. 

Perfexion June 2022 Blog
Perfexion New Website Design

You do not have the proper SEO throughout your website

Yep – this is the biggie! SEO. The key to everything when it comes to your website. We are going to take a deeper dive in a future blog about SEO, but let’s do a quick overview. SEO stands for Search Engine Optimization. 

How does SEO work? It’s actually pretty simple. When a person does a search on a search engine, or any query search across the web, they type a series of keywords or phrases into a search bar to find the best match to answer their need. 

The search engine uses proprietary algorithms to scan websites across the web that include the same keywords and or phrases that person is looking for. The websites that have the most keywords or phrases that match that person’s search are shown at the top of search results. Websites that don’t, fall to the bottom, and essentially never get seen. 

While the explanation sounds really simple – SEO is a very complex task made up of customized strategies and continuous maintenance. Web marketers use special technology to discover which keywords and phrases, including variations of these, that are most commonly used for your industry. They then use specialized content, coding, alt text, and page links to embed within your website for optimal search results. 

The better your SEO, the higher your website will show up on search engines leading to an increase in business and revenue. An important note to remember – SEO is a continuous building of keyword structures throughout your website. Because search terms change frequently and most businesses offer a multitude of products or services – SEO is a very specialized skill that, to get the best results, should be managed by an SEO specialist.

Perfexion June 2022 Blog
Perfexion New Website Design

If you are wondering why your website may not be performing up to par or are looking to refresh your website for better functionality, appearance, and attract more customers – we would love to help! Perfexion, Inc. is a full-service interactive agency specializing in web development, branding, search engine optimization, IT networking, and custom software design. Perfexion is your complete web presence solution-based company. If you would like to learn more about how we can help your business, click here to schedule a complimentary consultation.

Contact Us for more information!

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

7 Features Your Website Must Have in Order to Be Successful

You want your business to thrive, right? Looking to increase your credibility and exposure to potential customers? Need an easy way to drive revenue? Good news! There is a simple answer to get your business on the right track and one that might seem like common sense.

In order to achieve all the above goals, you need to ensure you company has a website.  I know, you’re thinking, of course, everyone knows you need a website today.  So, you did the due diligence and launched a website for your business.  But what if that website doesn’t seem to be performing for you like it should?  Just having a website doesn’t mean customers are automatically going to flock to your business.  Having a website is like having a storefront without a sign.  You have a location that allows people to do business with you.  The only problem is, they don’t know who you are, where you are located, and what you do.  That is why business owners invest in signage, marketing, product placement, and, of course, a website.

So, you know you need a website, but just like with a storefront, your website must be a great representation of your business and what you stand for.

Here are 7 must-haves with your website:

1. Responsive Website Design

Responsive web design simply means your website automatically conforms to the best user experience, regardless of the device. 70% of website traffic comes from mobile devices. To stay on top of your competition, your website must have a comparable user experience across all devices, whether mobile or desktop.

2. Clear Navigation

Think about your own experience on a poorly designed website. You are trying to find contact information or specific content about the company’s services and yet, you get lost in a never-ending scroll and click monstrosity of annoyance. You end up leaving that website to find a competitor with a clearer direction. People are looking for quick, simple, and efficient. Having a clear navigation path on your site will enable a better user experience, as well as aid in your search engine optimization growth.

3. Content, Content, Content!

When it comes to your website, content is king! You must infuse high quality, engaging content to attract your ideal consumer AND keep them on your site. People coming to your site have a problem in which they are hoping for your products or services can solve. Say they need a new roof. They want to investigate a bit to see if it is the best company to hire to replace their roof. They want to know you have knowledge and experience in the area. They want to be sold on the fact that your company is the best in the business when it comes to roofing. That is all done with content. Content is what draws the customers to your website. Relevant and engaging content is what pulls your website to the top of search engine results. Content is what is going to set you apart from your competition.

4. Thoughtful Design

You always want to be thinking about the user experience when it comes to your website design. Having an explosion of colors, a gazillion pictures, and 24 various fonts and sizes will make any visitor dizzy and drive them right onto the pages of your competition. Your color pallet, images, and content should all be placed with purpose throughout your site and guide the user to the information you want them to focus on. Think of it like a road map, guiding your ideal customers to exactly what you want them to do.

5. Customized Call-To-Action Buttons

Also referred to as CTAs, this is one of the most critical parts of your website. Call-to-action buttons guide your customer to interact with you in a preferred manner. It could guide them to fill out a form, or maybe to call now, (which they can do right from your site!). Maybe it is to complete a sale right on your site if you are an ECommerce business. Your call-to-action buttons are a subset of your well thought out design. They remind your customer to engage with them and further their interaction with your business to get closer to the sale.

6. Consistency

It might sound repetitive, but consistency is so important for a good user experience. Consistency on your website means that your colors, images, content, navigation, messaging, and overall message has a cohesive flow throughout the entire site. When a customer lands on your website, whether they land on your home page or a product page within your site, they should know right away what business site they are on, what you do, and how you can solve their problem. A great deal of this will focus on your brand messaging, a topic we will explore deeper in a separate blog.

7. Engaging Visuals

There is an old saying in marketing that is still true today. If you were to remove all the text from an advertisement, a customer should still be able to tell you what you do or what you are selling based solely on the image used in that ad. The same is true for your website. The first thing people will focus on is one that lands on your site if the images. Your images need to tell a compelling story. Much like your content. They need to be engaging and purposeful in both placement and messaging.

Another concept to embrace is video. People are 10 times more likely to engage with a video versus a static image. You are allowing people to learn about your business, what sets you apart, and pull them in with compelling content – all at the ease of watching a video. A well-executed design that incorporates both static images with thoughtful and poignant video will take your website to the next level.

Just like your food in your refrigerator, don’t keep your website past its expiration date.  Websites created in the 90s and early 2000s are in desperate need of a refresh!  Technology changes quickly today.  For your website to stay relevant and be found by customers online, you need to keep your content fresh and your platform and design current to your customers standards.  

How Can You Get Your Website to Attract More Customers?

Perfexion is a full service, interactive agency. We harness the power of great design, the most advanced technologies, and strategic branding to enhance your professional presence across the web and beyond. Click here to get a FREE website audit and customized solutions for your business.

PPC Best Practices for Extra Effective Text Ads

What is PPC?

PPC, also commonly known as pay-per-click, is a method of search engine advertising to generate clicks to your website. Unlike organic search, PPC involves paid search marketing. Paid search marketing means you pay for your website to appear in paid advertising sections of relevant search engine results pages. In simpler terms, results are determined by payment from advertisers.

What is the difference between organic and paid search?

Organic search is based on natural, unpaid rankings. These rankings are determined by SEO best practices, including well written optimized content, creating accessible and relevant URLs and keywords, producing captivating title and description tags, and off page optimization strategies. These efforts can be performed in-house or by outsourcing SEO campaigns to an experienced agency.

Other popular SEO practices are updating and posting new blogs, finding and removing broken links, looking at competitors’ keywords, and using outreach and marketing tools to make the company more known.

Paid search allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords and/or phrases that match the demographic and other targeting setup within the 3rd party search providers system. There is budget setup as well as detailed targeting criteria that determines where and how your ads are shown. The paid search providers have a campaign setup and maintenance process involving keywords, negative keywords, demographics, geo-graphics, campaign performance metrics, landing page optimization, as well as bidding strategies.

Types of Ads

Search ads, like mentioned above, means a business advertises within the sponsored listings of a search engine or a partner site by paying each time your ad is clicked (PPC).

For example, a consumer who wants to look for new iPhone headphones will head to Google and search for a keyword or topic related to headphones for a smartphone. When an ad is shown, he or she will click the ad and be taken to a landing page having content related to the search, and hopefully, purchase the product.

Display ads are shown to consumers when they are browsing online. Based on the targeting being used, this happen when searching for your product or service, or when they are reading online where the content is related to their search. The ad can be triggered by their intent, or because of the relevant web property or placement they are on. These ads are advertised through banners or other ad formats made of text, images, audio, video, etc. These formats can include various placements including the top of web pages (similar to the traditional banner ads) and larger text, such as billboards.

For example, a consumer is searching the web for study materials for his/her upcoming exam. Various musical artists are shown with new releases. The consumer isn’t specifically looking for new music, but display and banner ads are showing up throughout Google. He or she then clicks on the image with the promotion taking them to the corresponding landing page.

Remarketing ads are strategically placed ads to connect with people who previously interacted with your website. If a customer leaves your site without buying, remarketing allows you to market to them again.

For example, a consumer has recently browsed Best Buy and had added items in his or her online shopping cart. He or she decided to leave the site before purchasing a product. A week later, that same consumer went back online and your ads are show again or remarketed to the consumer. Based on the web property, the same items recently added to her Best Buy shopping cart can appear, alongside other similar products that he or she may think of purchasing.

Paid Search Optimization

For paid search optimization, there should be a prioritization approach to maintain consistent growth and performance. Here are some common goals that companies tend to have:

  • You should always define your goals and objectives (both short and long-term). This includes identifying and maintaining your specific audience. This should include repeat customers but also new customers.
  • Determine which type of campaign(s) best fit with your goals and audience. Companies often use both organic and paid search programs. Search-based campaigns can be a better fit for some, while sales-based campaigns can be better for others.
  • You want to increase sales and revenue.
  • You want to increase site visitors.
  • Do what your competitors are doing.
  • Do what your competitors are not doing.
  • Optimize content to maximize shareability.
  • Improve company outreach and recognition.

Guidelines for Effective Text Ads

Writing good ad copy for PPC ads can be tough, but if done well, can make your company more profitable. Similar to any approach, you should define and thoroughly know your target audience and what they want. A crucial way to gain the attention of potential customers is to ensure that you know how to, and more importantly, can fix their issues and pain points. To help you better figure out what your audience wants, look at it from the customer’s perspective and decide what you personally would want from the specific company. Then, determine how you as a customer would fix the problem, and implement this into your actual practice.

Next, you should always address the audience in your ads. Using the words “you” and “your” are extremely important. If the audience believes that you are talking directly to them, they will more likely have a positive attitude towards your business.

Make sure to utilize human emotion. A potential or existing customer does not want to read a boring ad that he or she cannot relate to. You want to make your audience feel something. To do this, determine what emotion(s) you want to captivate and tap into. Sometimes evoking negative feelings can be better than positive feeling because people tend to act quicker when they see or hear something bad happening and want to solve a problem.

For example, if you are doing an ad on childrens floats for the pool, mentioning the high risks of adolescent drowning would be more beneficial than targeting solely the floats. If a parent reads an ad that says, “Drowning is the 3rd leading cause of unintentional injury death worldwide”, they would probably be keener to act.

Using metrics and numbers is very important. Spelling out each number is not only time consuming, but less appealing to the eye. Be sure to use exact numbers instead of rounding. Numbers and statistics tend to grab people’s attention, so utilize this as much as possible.

It’s also crucial to use all the space that is provided. Google AdWords allows up to three 30-character headlines and up to two 90-character descriptions. Make sure to fit all the necessary information into this space, while also using a display URL and ad extensions if desired.

To outshine your opponents, you want to highlight what makes you different. Because of the limited amount of space, you need to make your ad and selling points unique. In order to do this, you should ask yourself the following:

1. What does my company/business do better than anyone else?
2. Are you making any special offers or doing anything that sets you apart?
3. What is unique about your brand image?
4. What customer problem are you solving?

When thinking about ads, you should also strive to go local. People tend to trust businesses that are small and local, rather than huge corporations. If you have a specific geo location but want to expand into other areas, make sure to create different campaigns for each location. Use keywords that match those geographic locations. For example, if your campaign is taking place alongside a coastal area, it is smart to include terms such as “beach”, “rock”, “sea”, “water”, “offshore”, etc.

Start your campaigns with strong, action verbs that grab the reader’s attention. If you start off your ad with the words “Call for more information”, readers are going to skip right over that. However, if you start your ad off with something like “Get a huge discount” or “Save up to 10%…”, readers will be more inclined to click on your ad.

You should regularly review and maintain your PPC ads. One way to do this is to split test between your ads to see what is working and what needs to be improved upon. There are numerous methods to split ads, but some of the more common include: placing your ad in different locations, using different words in your ads, trying different figures and statistics, experimenting with different display URLs, and emphasizing various advantages of your service.

There are several 3rd party tools to help you create, maintain and improve your PPC campaign performance. They are also a great way to review your campaigns and metrics against your competitors. Reviewing competitor search ads over different days and hours of the day will give you a barometer on the market and competition.

Lastly, creating a successful PPC ad takes time. However, it will get easier with time and practice. Determining your goals and objectives, defining your budget, targeting your niche audience, making a list of relevant keywords, bidding on the right keywords, creating an attention-grabbing headline and description, and utilizing human emotion are just some ways to produce the compelling ad you need.

Google Says, Quality Content is Key

When it comes to developing a winning social media strategy, Google says quality content is key in terms of earning a higher ranking on their results pages. Since 2011, Google’s most popular ranking algorithms—panda, penguin, and hummingbird, respectively—have been focused on indexing and ranking as much quality content existing on the Internet as possible. Intuitively this makes sense, but it also begs the questions: what exactly is high quality content and how does Google define and/or recognize it?

In order to answer these questions, you first have to understand Google’s ultimate aim for their search engine; how it is evolving; and what steps you can take in order to generate content that is consistently well-written, well-researched, and relevant.

The Endless Evolution of Search

Accounting for 3.5 searches daily, and approximately 1.2 trillion searches per year, Google has surpassed all platforms to become the leading online search engine. Every day, consumers rely on Google to generate the most relevant and reliable results concordant with their specific searches. While there are multiple search engines competing for our attention, Google sends the most traffic to your site, and thus, remains the most popular.

Despite its market dominance, Google must work to maintain its competitive edge over other popular search engines like Bing and Yahoo. Over the past several years, Google has rolled out a series of policy changes and algorithm updates aimed at ranking quality sites higher in search results and demoting and removing lower quality sites. With each new and improved iteration, Google strives to create a more seamless connection between users and the knowledge they seek.

As technology continues to evolve, so too, will Google’s search features. Google wants to be the default search engine; the one that instinctively understands user’s intentions when they ask a question and then immediately provides them with the exact information they want and need. With each new algorithm, Google is making it clear that the focus should be on publishing quality content that is the best of its kind rather than ranking for keywords.

While keywords can provide useful context to your digital content, they have become a bit of a hindrance when it comes to conducting online searches. Without the proper context, the intent and use of your selected keywords may confuse/mislead users, or even direct them to a different website altogether, thereby returning the exact opposite results you want.

Google has decided that keyword-heavy, low-quality content is out; high-quality content is in. Webmasters, content developers, and business owners alike have little choice but to shed their allegiances to traditional SEO tactics and follow Google’s lead.

How Does Google Define Quality Content?

So, how does Google define quality content? While there is no set definition, here are a few factors that Google uses to define quality content:

1. Learn your audience and engage your core clientele. A successful social media strategy begins and ends with consumers, so it is imperative to understand who your target demographic is and how to appeal to them. In other words, create content that establishes trust and credibility among your users.

2. Provide valuable information that users are looking for and will actually benefit from. Be transparent and don’t confuse or mislead users with deceptive titles merely to improve your ranking. Whatever you write about should be informative, interesting, and meaningful.

3. Become a resource. Link to high quality content from other sources and refer to them from your own page to increase the legitimacy of your site.

4. Publish new and innovative content as often as possible. For Google, what you publish is more important than how often you publish, but you should strive to be consistent as possible when it comes to producing fresh content.

5. Differentiate your website as much as possible (especially from those with very similar objectives). Think about what makes your website unique, and create content that emphasizes your individuality.

6. Establish a call to action that allows you to connect and interact with your customers and vice versa. Encourage them to ask questions, leave comments, and share your post — anything to stimulate interest and keep consumers active and engaged.

The Bottom Line

As quality content becomes an increasingly crucial tool for business growth and development, it is necessary not only to have a refined strategy that encompasses the preceding points, but to frequently assess whether your content is helping you meet your short and long-term business goals. Creating quality content that is easy to read and navigate should be your primary goal, and Perfexion, Inc. is here to help! Our qualified professionals specialize in producing high quality content on a consistent basis that can increase your ranking and reputation, while also keeping you in Google’s good graces.

Contact Us for more information!

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CALL 610-783-7660
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How to Develop a Winning Social Media Strategy

The longevity and prosperity of businesses is largely determined by, and dependent upon, the ranking, reputation, and revenue they generate over time. There are many ways to grow your business, but developing a targeted social media strategy with highly specific objectives that are attainable, measurable, relevant, and timely is one of the most effective and essential ways to increase visibility and enhance bottom line results.

What’s [Social Media] Got To Do With It?

In short, everything! Today, internet marketing is all but a necessity for local businesses. If your brick and mortar business does not also have a robust online presence, it might as well be invisible to consumers. But, how exactly did we get here and what are the advantages of social media marketing? Let’s examine the individual components of a quality social media strategy in more detail.

Webmasters, content developers, and business owners alike unanimously agree that social media is one of the most powerful and prominent ways to target new customers, while also maintaining strong, personal connections with current or recurring customers. Unfortunately, however, new business owners and inexperienced marketers often utilize social media without first developing a clear and concise marketing strategy. At best, this is a waste of time and effort; at worst, it can be the downfall of your business if the account is not managed or monitored appropriately.

So, how do you develop a winning social media strategy? While there is no one-size-fits-all approach, here are a few tips to get you started:

  1. Set attainable goals that address the purpose of your social media marketing efforts. If, for example, your main objectives are customer retention and satisfaction, you should devise a social media strategy that reflects and supports those initiatives above all.
  2. Make sure your objectives are achievable and measurable. If your goal is brand awareness, for example, your first step is to decide how many mentions you can realistically get each month, and then create a social media strategy that allows you to measure and monitor your progress. Regardless of what your objectives are, they should be closely aligned with your overall business goals — and they must be quantifiable.
  3. Learn your audience and engage your clientele. A successful social media strategy begins and ends with consumers, so it is imperative to understand who your target demographic is and how best to appeal to them. Creating ‘buyer personas’ is an easy way to ensure that you are attracting the quality — and qualified — customers you desire.
  4. Keep your competitors close. Getting acquainted with the competition will make you a better, more strategic business owner because you are learning from the failures and successes of others and modifying your approach accordingly. Also, while you and your competitors may have similar messaging, try to generate original content that sets you apart.
  5. Choose your channels wisely. With so many media platforms at our fingertips, it can be tempting to market our goods and services on every channel. It is important to remember, however, to choose the channel(s) that most closely align with the products or services you are promoting. A fashion blogger, for example, will amass a larger following on Instagram and Pinterest than on LinkedIn or Google+. Focusing your marketing efforts on the most relevant platforms increases the probability that you will find your ideal customers, and that your ideal customers will, in turn, find you.

As social media becomes an increasingly crucial tool for business growth and development, it is necessary not only to have a refined strategy that encompasses the preceding points, but to frequently assess whether that strategy is helping you meet your short and long-term business goals.

The Importance of Auditing

One of the best ways to assess the quality of your strategy is by conducting a social media audit, which requires you to collect pertinent data from all of your social media accounts. This comprehensive evaluation of your online activity will reveal whether your strategy is in fact helping, or hindering, your business goals.

The first step of the audit is to collate metrics from all social media activity, including: advertising impressions, affiliate clicks, comments, engagement rates, followers, likes, mentions, shares, and views. Once compiled, the metrics provide valuable insights about which platforms drive the most traffic to your website, what types of posts facilitate the most user engagement, and how your audience is interacting with you on each platform.


Source: https://www.socialmediaexaminer.com/how-to-conduct-social-media-audit/

Additional metrics to be considered include the day and time of your posts, as well as the consistency, frequency, and quality of your posts on all channels. Unless done intentionally, discrepancies across platforms can appear sloppy, negatively affecting your overall ranking, reputation, and revenue. Posting quality content on a regular basis, however, establishes customer loyalty and credibility.

Your Audit Toolkit: Measuring the Metrics

While many social media networks provide their own metrics, third-party tools like RivalIQ, SEMrush, Hootsuite, Klout, Audience, TweetReach, and HowSociable also allow you to track and monitor the health of your social media profiles. Furthermore, these auditing tools provide useful insights about your target demographic — including what they do (or what they don’t do) during their visit.
RivalIQ and SEMrush, in particular, are worth noting because they allow you to perform a personal audit as well as a competitive analysis. That is, both RivalIQ and SEMrush offer a broad overview of your competitors’ online activity so that you can see how your business (and online presence) compares to theirs.

While it is important not to fixate on metrics alone, regular social media audits will allow you to determine what is working well and what needs to be improved across the social media platforms you utilize to ensure that your business thrives. Analyze your metrics at least once a week to ensure that your social media strategy reflects both your short-term and long-term business goals. And as your objectives inevitably change over time, it is imperative that you continue refining your strategy to accommodate them.

If you need assistance developing a targeted social media strategy or even conducting a social media audit, Perfexion, Inc. is here to help! Our qualified professionals specialize in managing and maximizing clients’ web content, ranking, and search results traffic.

Contact Us for more information!

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

https://www.entrepreneur.com/article/246085
https://www.google.com/amp/s/www.semrush.com/blog/social-media-audit-seocafe/amp/

SEO Strategies: Speedy Searches Yield Higher Rankings

In the age of the Internet, site speed is paramount. Smartphones and tablets, in particular, have revolutionized the way consumers search and shop for their goods and services. These days, consumers anywhere can, with a few quick keystrokes, connect with businesses both at home and abroad in a matter of seconds. Especially now that mobile search traffic has outpaced desktop search traffic, Google and other popular search engines expect all websites to load quickly on mobile devices of any kind. The bottom line, according to webmasters and SEO experts, is that optimizing for speed will enhance SEO and improve rank and visibility on results pages.

Google Unveils New “Speed Update”

Accounting for 3.5 billion searches daily, and approximately 1.2 trillion searches per year, Google has surpassed all platforms to become the leading online search engine. Every day, consumers rely on Google to answer questions, provide directions, and generate the most relevant and reliable results concordant with their searches.

To maintain its competitive edge, Google has been rolling out a series of policy changes and updates over the past several years that reflect the shift from desktops to mobile devices. In 2015, Google confirmed that mobile searches surpassed desktop searches for the first time, and as a response to this surge of mobile users, Google developed a “mobile-first” algorithm as a way to compel content developers to design their mobile sites first, prior to designing their desktop sites.

More recently, in June 2018, Google announced that site speed will be the primary ranking factor for mobile searches as well. Although site speed has been used as a ranking signal previously, it was focused exclusively on desktop searches. Google’s aptly named “Speed Update,” will prioritize page speed by down-ranking websites that deliver slow, low-quality loading experiences to users.

Although the “Speed Update” makes page speed a primary factor in determining the order of search results, Google has assured its users that page speed will not be the only criteria that websites need to meet. According to web analysts on Forbes, Google considers over 250 ranking factors to ensure that every website they index is delivering the highest quality results on the first page.*

Yet even with 250 ranking factors in play, webmasters agree that site speed and site design are two of the most important ranking factors Google takes into consideration, as they have the biggest impact on user experience. So let’s explore why site speed, specifically, is so important in more detail.

The Need for [Site] Speed

In today’s ever-changing and fast-paced world, speed is key. As consumers, we want everything—including food, information, money, and news—readily available to us with minimal wait time. This need for speed is most evident online, however, where consumers have even shorter attention spans and higher expectations than they do in the real world. Regardless of whether they are using a desktop or a mobile device, consumers expect the websites they visit to load quickly, without any issues or delays.

Recent surveys conducted by Google indicate that users expect websites to load within three to four seconds. Moreover, statistics show that 40% of users will likely abandon a website and attempt another search if the initial webpage doesn’t load within three seconds or less.** These statistics may seem unrealistic, but they underscore the fundamental truth that a fast site helps you rank higher among the competition.

The issue of site speed is most pronounced on mobile devices, where the average mobile webpage takes approximately fifteen seconds to load. For e-commerce businesses especially, time is truly of the essence when a faster website offering identical goods and services is only a click away.

****https://yoast.com/does-site-speed-influence-seo/#utm_source=twitter&utm_medium=social&utm_campaign=social_buttons

The goal for web developers, then, is not only to create a fast loading site, but to create the fastest mobile site possible. In so doing, web developers will simultaneously decrease their bounce rate, increase their conversion rate, and establish trust and brand loyalty with their client base.

Still, optimizing for speed is about more than enhancing SEO and improving rank and visibility on results pages. Loading speed is the first experience users have with a site; so if the site loads slowly, that first impression will likely be a negative one. Poor page performance and slow loading speed signals, at worst, a lack of respect for your customers and their time.

In sum, prioritizing site speed is the single most important factor when it comes to improving user experience. Sites that load quickly make for an enjoyable browsing experience, which means customers will feel compelled to browse more, buy more, and even tell others about your website. Additionally, adopting the “Speed Update” will keep you in Google’s good graces — and rankings! Users who frequent your site are satisfied not only with the individual site experience, but also with the quality of results that Google provides.

SEO and Site Speed: Analyzing the Metrics

When analyzing the SEO of websites, site speed is one of the first metrics to be measured. Free resources like Chrome User Experience Report, GTMetrix, Lighthouse, and PageSpeed Insights can offer a more comprehensive picture of such metrics.

These resources provide valuable insights into site performance including: advertising impressions, affiliate clicks, engagement rates, and conversion and revenue rates.  Additionally, these metrics allow you to see how well your site is reaching your target demographic, as well as how users interact with your site on both desktop and mobile devices.

**** https://yoast.com/site-speed-tools-suggestions/

It is important to note that these speed tools do not always yield consistent results due to changes in location and internet access. When taken together, however, they offer a broad overview of who your users are, how they access your site, and what they do during their visit. They also measure page speed and optimization, and make suggestions about how performance can be improved.

For best results, you would do well to hire a professional marketing company with the expertise to develop websites that optimize for page speed on both mobile devices and desktops. If you need assistance making your website fast, responsive, and mobile-ready, Perfexion, Inc. is here to help! Our qualified professionals specialize in managing and maximizing clients’ web content, ranking, and search results traffic.

Contact Us for more information!

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* https://www.forbes.com/sites/jiawertz/2017/07/17/why-site-speed-design-can-make-or-break-your-google-ranking/#770de3a83ce9
** ^Same
*** https://yoast.com/does-site-speed-influence-seo/#utm_source=twitter&utm_medium=social&utm_campaign=social_buttons
**** https://yoast.com/site-speed-tools-suggestions/

BACKLINKS

What is a Backlink?

Backlinks, SEO Backlinks
Backlinks for SEO

When a webpage links to another webpage, it’s called a backlink. Backlinks are essentially incoming links to a webpage from another website. Commonly known as “incoming links”, backlinks connect through external websites. The number of backlinks can be an indicator of the importance and originality of that website. Not only are backlinks one of the factors that determine how well your webpages rank, these links can also determine how those webpages are found.

Some Key Terms Related to Backlinks

Anchor Text: This is the text that is highlighted in a hypertext link. It usually appears as blue underlined text, but it can be changed to different colors. Anchor text should be relevant to the webpage you’re linking to, instead of generic text. Clicking on this text brings the user directly to the webpage.

Do-Follow Link: These links can be added into a blog post or webpage. They allow search engines to follow and reach a website. Do-follow links can boost SEO optimization by helping improve the webpage’s ranking. A Do-Follow link can pass the SEO strength, or “PageRank” of the page it resides on, to the site that it links to.

No-Follow Tag: This indicates to search engines that a given link should not influence the ranking of the link’s target in the search engine’s index. It is a way to tell search engines that a given link should not be counted as a “vote” in favor of that content.

No-Follow Link: These are links that link to another website, but the link contains a no-follow tag. They don’t boost page ranks to improve the overall ranking and SEO optimization of the site. No-Follow links do not improve your ranking, pass you DA, and from a Google index perspective have no value. There are ways to get value from no-follow links, which would be its own blog topic.

High-Quality Link: A high-quality link is a link that comes from a high-quality site, containing consistent readership, traffic flow, ranks for valuable relevant keywords to your business, offering value to the sites visitors. The link should link to your website preferably using your keywords or keyword phrases that you wish to rank for. These links can give your website a ranking boost.

Low-Quality Link: These are the links that come from websites that have a low ranking potential or value and should not be trusted (i.e. automated sites, spam sites). If the link does not appear to be natural, it probably isn’t. If a link violates Google’s guidelines, consider it a low quality link.

Internal Link: Internal Links are hyperlinks that point at the same domain as the domain that the link exists on. They are the links that go from page to page within the same domain. They are commonly used in main navigation for a website or as a way to connect website content in a positive way for the user of the site.

Linking Root Domain: Linking Root Domains are the number of other sites that link to your page/site. These are the backlinks coming into the website from a specific domain. These do not include multiple links to a website if the links come from the same domain.

Link Juice: Link Juice refers to the value or equity passed from one page or site to another. This value is passed through hyperlinks. Search engines see links as votes by other websites that your page is valuable and worth promoting.

SEO Backlinks, Technical SEO
Backlinks for SEO

Why are Backlinks Important?

Comparable to a citation, backlinks are crucial for successful SEO campaigns. Backlinks are one signal that impacts a website’s ranking when searching online. Backlinks can indicate an interest in your website or company. If numerous sites link to the same website or webpage, search engines will more likely value that website’s content, providing the content is unique, accurate, and well written. Essentially, backlinks are similar to ratings. The more rankings or links a particular webpage has from another website, the more likely a user would go to that website and actually use it to their benefit.

Important aspects of backlinks are that they should be natural, valuable, and relevant. A backlink should not seem forced or artificial, should relate to the website or webpage it is linking to and should positively contribute.

For example, let’s say a restaurant webpage receives a backlink from a popular food review or critic website. The restaurant site has gained a valuable and natural backlink from the food review site because both websites can compare and share information about food and similar topics. For example, the restaurant may want to determine how to develop a larger business by catering to the surrounding area. The food review website can share what they have seen as positive and negative attributes of surrounding restaurants and pass that on to the restaurant.

More Advantages of Backlinks

Backlinks encourage better search engine rankings, and thus, improving overall organic search and rankings. If your webpages are receiving valuable links from other sites, those links will most likely rank higher. Backlinks help search engines find links to your site to improve crawling and indexing processes. Lastly, they help gain referral traffic, which allows for more users to visit your site from valuable/legitimate websites.

In order to develop a strong ranking profile, it is better to obtain good quality backlinks (from trusted sites with good content), rather than just trying to increase the number of backlinks with low quality backlinks. Often, websites have too many backlinks that don’t contribute to the value of their site and most importantly their clients and potential clients. Having backlinks that supplements your content and improve your website or webpage’s ranking is much more important than just having a large number of low quality backlinks that do not help improve your site. Content is perhaps the most important aspect of a websites profile. Websites that produce valuable content have more successful SEO campaigns and websites. Good backlinks signal to Google that your website is a quality and reliable resource.

How Do You Get Backlinks?

The easiest way to get backlinks is to start writing and publishing quality content. If you write relatable and interesting articles, people will want to click on them and share them. Once articles are being shared at a fast pace, the higher the chances the writing will go viral and grab attention of companies, websites and individual people.

Commenting on well-liked and shared blogs will help with getting backlinks because of an increase in traffic and search visibility. Commenting on relevant blogs will be the most useful.

Starting public forums and linking to blog posts in those discussions is another way to increase the chances of getting backlinks, but make sure these forums are easy to navigate and credible. Submitting to top social media networking sites will aid in helping blogs go viral.

Writing the right post for the right site is crucial. You should not writing posts for random sites in hopes of getting your backlinks posted on those websites.

To build backlinks to your site, each link should be monitored to ensure it carries value to your SEO campaign. If you build your backlinks in a smart and cautious manner, you will receive positive feedback.

What Should I Not Do With A Backlink?

Although backlinks can seem complicated, the simpler they are, the more successful they tend to be. Backlinks should not have only specific anchor text. This can look automated and this type of behavior may lead search engines to penalize your site.

There shouldn’t be any inappropriate or odd behavior when creating backlinks. This includes asking websites to put your links on their site, offering to pay for links, cross-linking with another site and excessively publishing content to your site related to your links. Regardless of the amount of backlinks a site gets, it will fail if the content is not original with high quality.

Conclusion

Increasing SEO campaigns, encouraging better search engine rankings, improving organic ranking and search results, and developing a stronger website are just a few reasons why using backlinks is beneficial.  Remember, creating good quality content that is easy to read and navigate, should be your primary goal. Backlinks can contribute to higher rankings and a better user experience.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

WEBSITE pfxn.com
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References
https://moz.com/learn/seo/backlinks
https://www.searchenginejournal.com/natural-link/209256/
https://www.searchenginejournal.com/local-backlink/213290/
https://www.searchmetrics.com/glossary/backlinks/

Brace Yourself, Big Changes Coming with ‘HTTPS’

For webmasters, content developers, and business owners alike, search engine optimization, or SEO, is an essential part of driving search traffic to your website. There are several ways to enhance SEO and improve rank and visibility on results pages, but switching your website from “HTTP” to “HTTPS” is an important, effective, and recommended strategy for increased optimization results, as well as increased privacy and security.

HTTP versus HTTPS: What’s the Difference?

You probably recognize the familiar acronym “HTTP” that magically and mysteriously appears in your address bar every time you visit a website, but do you happen to know what it stands for or what purpose it serves? Moreover, are you aware of why the shift to “HTTPS” has gained so much traction and attention over the past four years? In 2014, Google officially announced that switching your website from HTTP to HTTPS will give you a minor ranking boost, but is that the only benefit? Let’s explore the evolution of HTTP to HTTPS, including the pros and cons associated with each, in more detail.

HyperText Transfer Protocol, or HTTP, is the means by which information is sent and received across the Internet. In technical terms, HTTP is an “application layer protocol,” which means that the data being communicated between the browser and the website is sent over in plain text. Although HTTP is said to be stateless, meaning that no attempt is made to remember specific information that is entered, the lack of a secure connection increases the likelihood that your data may be intercepted and exposed. This is especially concerning for those of us who use the Internet to pay bills or make purchases — two common activities that require our most sensitive information!

To prevent massive security breaches of personal information, HyperText Transfer Protocol Secure, or HTTPS, was developed to ensure that all information we view or send is secure. The chief difference between HTTP and HTTPS is that instead of acting as its own application layer protocol, HTTPS works in conjunction with two separate protocols — SSL (Secure Sockets Layer) and TLS (Transport Layer Security) — for added privacy and security.

Neither HTTP nor HTTPS are particularly concerned with how information gets from one point to another; so the SSL has the incredibly important task of ensuring that all information travels through a secure ‘tunnel’ to its ultimate destination. Without getting overly technical, the SSL also encrypts the information that is being sent, which means that the true meaning of your most sensitive data (bank statements, credit card numbers, and login information) is disguised, making it more difficult for a third party intruder to access or decipher.

The Benefits of Switching to HTTPS

  • As you might expect, HTTPS has faster speeds and connections than HTTP. This is because encrypted websites supporting HTTPS have already been certified as secure, whereas unencrypted websites supporting HTTP need to be filtered and scanned before connections can be established and user access can be granted*.
  • Most popular browsing platforms—Internet Explorer, Firefox, and Google Chrome—support HTTPS for more secure and streamlined Internet browsing.
  • Switching to HTTPS can improve SEO and the rank and visibility of your website on results pages.
  • In 2014, Google confirmed a rankings boost for websites supporting HTTPS. Although the exact percentage is hard to quantify, the value of switching has increased significantly over the past four years.
  • More accurate referrer data is another benefit of switching from HTTP to HTTPS. When traffic comes through HTTP websites, for example, it shows as “direct” traffic in the analytics report even though no information has been saved. Conversely, when traffic comes through HTTPS websites, referral traffic data is preserved. As a result, you can determine precisely where your search traffic is coming from**.
  • Websites supporting HTTPS provide enhanced privacy and security. First, by verifying that your website is the one the server is supposed to connect to, and second, by encrypting all communication (including URLs) which protects browser history, credit card numbers, and passwords.

Google Gets Serious About HTTPS

In June 2014, Google launched its “HTTPS Everywhere” Campaign in an attempt to create a more secure internet. Two months later, in August 2014, Google announced that switching websites from HTTP to HTTPS may give webmasters a minor rankings boost, as an added incentive to switch. Since then, Google has taken additional—some might argue even controversial—steps to compel more webmasters to upgrade to HTTPS.

One way Google is taking control of the HTTPS movement is by marking websites that do not support HTTPS with a bright red “X” over the padlock icon in the URL bar. The purpose of the red “X” is to classify HTTP supporting websites as unencrypted, and therefore, unsafe. Last year, in January 2017, Google took their campaign one step further, and began showing “NOT SECURE” warnings on HTTP pages featuring credit card and password fields.

Presently, even more serious changes are on the horizon for users of Google Chrome, and they will be rolled out in two stages. In the first stage, which is set to begin September 2018, Google Chrome will no longer display a green “warning” icon in the URL bar for secure websites.

In the second stage, beginning October 2018, Google Chrome will display a prominent red warning on all HTTP supporting websites indicating that those sites are “Not Secure.” This new interface serves as an aggressive reminder that all HTTP websites are insecure, and that HTTPS will officially be the default state of safe websites.

Data source for both images: SEJ
https://www.searchenginejournal.com/chrome-browser-https/253801/amp/?__twitter_impression=true

Takeaway: Embrace the Changes

For those of you who have been on the fence about switching from HTTP to HTTPS, the time has come to make a decision. Not only will upgrading to HTTPS keep you in Google’s good graces, but it will also protect your website against third party hackers trying to intercept sensitive information.

According to web experts***, more than 50 percent of internet browsers worldwide use Google Chrome, so these changes will impact users across the globe. Even if your HTTP website is safe, the blanket warning issued by Chrome may scare off potential visitors, prompting them to leave your site. In short, failure to upgrade to HTTPS may negatively affect advertising impressions, affiliate clicks, site traffic, and overall revenue.

Heightened privacy and security for your site, increased optimization, and a safer Internet for all users are just a few of the reasons why switching from HTTP to HTTPS is beneficial. If you want to learn more about HTTPS, or need assistance changing your entire website from HTTP to HTTPS, Perfexion, Inc. is here to help. We specialize in managing and maximizing our clients’ web content, ranking, and search results traffic.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

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

* https://blog.easynews.com/http-vs-https-whats-the-difference/
** https://www.searchenginejournal.com/pros-cons-using-https-small-businesses/168937/
*** https://www.searchenginejournal.com/google-sets-https-deadline/236225/
“Google Sets Deadline for HTTPS and Warns Publishers to Upgrade Soon”

SEO Strategies: Mobile versus Desktop

Over the past decade, smartphones, tablets, and PCs have facilitated a vast and virtually ubiquitous online presence. Smartphones and tablets, in particular, have revolutionized the way consumers seek, search, and shop for their goods and services. These days, consumers anywhere can, with a few quick keystrokes, connect with local businesses at any point, and from any channel, in a matter of seconds. While mobile SEO, searches and  design have gained significant traction over the last couple of years, accounting for over half of all online traffic, the prevalence of desktop searches should not be overlooked or underestimated.

Mobile versus Desktop: How Do They Differ?

You might be surprised to learn that, despite the ongoing debate about which device is preferable, SEO for mobile and desktop adhere to the same basic principles and best practices. That said, there are some key differences that must be acknowledged and implemented into your overall strategy for each platform. Let’s begin by exploring why mobile and desktop have different rankings, how to compare them, and what these differences mean for your long-term SEO goals.

According to recent statistics gathered by web experts at BrightEdge, 79 percent of listings have a different rank on mobile devices compared with PCs or desktops. Furthermore, they found that the top-ranking result for a given query is different on desktop and mobile 35 percent of the time.* So, what do these statistics really suggest? First, that mobile and desktop searches use vastly different algorithms to determine SERP listing data, and second, that any successful Search Engine Optimization strategy requires a highly developed understanding of user intent.

Most popular browsing platforms—Internet Explorer, Firefox, and Google Chrome—are working to provide the best user experience for searchers, regardless of what device they are using to conduct the search. In order to do this, however, they need to establish some degree of user intent; in short, they need to anticipate the needs of the users and meet them accordingly. Although user intent differs per person (and device) the general consensus is that the intent of mobile users is more immediate and transactional, whereas the intent of desktop users is more generic and informational.

Based on the preceding generalizations, we can further surmise that users conducting searches on their mobile devices are more likely to seek and yield localized results, whereas users searching for products or services on a desktop are more likely to browse generally on various ecommerce sites.

Search Engine Optimization, SEO, is also inextricably linked to the conversions likely to occur on each device. Those of us with smartphones, for example, know firsthand how convenient the click-to-call feature is, which is what most users use. Conversely, desktop users are more inclined to send emails or submit contact forms regarding their specific inquiry.

Deciphering User Intent Through Micro-Moments

Google anticipates and interprets user intent by examining their micro-moments; that is, by analyzing the ways consumers behave online. Using these micro-moments, the search engine can process the incoming queries accordingly. If a user is searching for a product or service in Plymouth Meeting, a map proximate to their location will appear. Alternatively, if a user is searching for specific information, the Google “Quick” answer box will readily appear.**

Micro-moments are particularly telling for mobile users, who are generally in need of immediate results. As an example, a mobile user searching for “fresh produce” is likely looking to buy fresh produce right away, so SERP may return a local map showing grocery stores or farm stands nearby.

Alternatively, on a desktop, a user searching for “fresh produce” is more likely conducting a general search. The user could be looking to order fresh produce online, but they could also digress to researching the health benefits of fresh produce, searching for recipes, or looking at other pertinent content.

In sum, these micro-moments impact how SERP is constructed, and determine the relevancy of the content that appears. Site developers, marketers, and webmasters need to recognize how mobile users interact in these micro-moments—as well as how intent differs between mobile devices and desktop—if they want to ensure that the generated content corresponds to both device and user intent.

What Does the Future Hold for Online Searches?

In 2015, Google confirmed that mobile searches officially surpassed desktop searches worldwide. Two years later, in 2017, research conducted by BrightEdge showed that 57 percent of all online traffic comes from mobile devices like smartphones and tablets.*

Mobile SEO, Mobile Web Design
Mobile and Desktop Traffic

In 2018, mobile searches are continuing to outpace desktop searches, and this upward trend is projected to continue well into the future. As a response to this surge of mobile users, Google is developing a “mobile-first” algorithm as a way to compel webmasters to design their mobile sites first, prior to designing their desktop sites.

The popularity of mobile searches, however, does not diminish or negate the importance or prevalence of desktops, which account for 43 percent of all online traffic. Similar to mobile devices, desktops generate their own SERPs. Furthermore, descriptive keywords and longer articles are better suited, at least presently, for desktops and PCs.

Whatever the future holds for online searches, it is essential to have separate SEO strategies for both platforms and to track and monitor their performances regularly. Free resources like Google Analytics, for example, provide a fuller picture of such metrics — including advertising impressions, affiliate clicks, engagement rates, conversions and revenue rates, and even what percent of search traffic comes from mobile devices and desktop, respectively. These metrics will allow you to see how well you are reaching your target demographic, and also how users interact with your site on both platforms.

For best results, you would do well to hire a professional marketing company with the expertise to develop content that is compatible on both mobile devices and desktops. If you need assistance making your website responsive and mobile-ready, Perfexion, Inc. is here to help. Our qualified professionals specialize in managing and maximizing clients’ web content, ranking, and search results traffic.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

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

* https://searchengineland.com/mobile-desktop-seo-different-results-different-content-strategies-281643
** https://searchenginewatch.com/2018/05/08/seo-strategies-and-keyword-rankings-mobile-versus-desktop/

Protect Your Website from Hackers

How to Protect Your Website from Hackers
(And Save Your SEO Efforts in the Process)

Website security has been garnering a lot of attention lately. More and more website owners and web developers are paying attention to the topic of security and to the very real potential that their website can get hacked. A website that is not well protected or properly optimized for search engine optimization (SEO) is at greater risk of being hacked than one that is. Your SEO results and search engine ranking can take a hit if the security of your website has been threatened.

What are the chances of your website getting hacked? What are the most usual types of website compromises? What steps can be taken to avoid getting hacked and subsequently penalized by Google with a lower search result ranking? When you understand the answers to these questions, you’ll know what steps to take to prevent future hacks and thus ensure your SEO strategy will remain sound.

In March 2017, Google presented information on the state of website security*. Most alarming is their statistic of a 32% increase from 2015 to 2016 of the number of websites that had been hacked. Even more alarming is that Google expects that number to rise as a result of websites becoming more and more outdated and hackers becoming more and more sophisticated and aggressive.

What Are the Most Common Ways a Website Can Be Hacked?

  • Spam – Hackers upload seemingly safe and innocent content and images on legitimate websites with the purpose of redirecting users to malicious websites. Links within the content, or even clicking on or opening a document, can cause damage to your own website.
  • Botnets – Cybercriminals – botmasters – develop a network of computers that are infected with malicious software that is often capable of getting around your antivirus software and other security tools. According to Google, “Botnets steal your resources in order to do malicious things like crack passwords or crack other sites.”
  • Malware – Malware is any type of software that harms people’s data and devices. Because malware can affect your users directly, it is critical to heed all warnings against it.
  • Credit Card Fraud – Of particular concern to e-commerce websites, hackers skim credit card information and steal users’ data. This type of compromise not only hurts your users, it is a sure sign that your website is not secure – and ultimately damages your reputation.

How to Minimize Your Chances of Getting Hacked

If your site has been hacked, finding a solution to the problem can be difficult because botmasters and hackers do their best to always stay a step ahead. When you make the security of your website a top priority, you reduce the potential of hackers, malware, and bots getting in and taking over your website and the data it contains. You can, however, take steps to make sure your website is as secure as it can be.

  • Get critical notices – Once you have added your website to Google’s Search Console and verified that you own it, you will receive important notifications from Google regarding security concerns, such as hacking events, that you will want to address promptly.
  • Prioritize the security of your website – Security should be your highest priority for your website – make sure everyone who contributes to your website operations understands how critically important security is.
  • Update software – Keep all software and plug-ins updated to the latest versions and releases to minimize hacks.
  • Back up your website – Regular back-ups of your website are critical. In the event you are hacked, reverting the site to its pre-hack version is easy and efficient. Update your content management system (CMS) such as WordPress and e-commerce software as necessary and apply all security patches as they are released.
  • Install security software and tools – For added peace of mind and an extra layer of security, install security software.

The security of your website should be your number one priority. Without the necessary safeguards on your website, the security of your customers is largely at risk, your own data and information is jeopardized, and your brand and reputation can take a serious hit from which it is difficult, if not impossible, to recover. And, the time and energy investment in developing and implementing your SEO strategy will all be for naught, as your search engine ranking will drop. Don’t become an unfavorable Google statistic. Address weak spots and vulnerabilities and keep the security of your website a top priority.

Perfexion, Inc. takes the security of every client’s website seriously. We use SEO to manage and maximize our clients’ web content, website ranking, and search engine results traffic. And, we take steps such as regularly backing up data and updating all software and plugins, including WordPress CMS, as needed – all to protect your website, which includes not only the content, but your clients’ data.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

WEBSITE pfxn.com
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CALL 610-783-7660
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* https://webmasters.googleblog.com/2017/03/nohacked-year-in-review.html