What is On Page SEO? | Types of SEO Content | Apogee Results

What is On Page SEO?

 

On-page SEO involves the process of optimizing web page content with the goal of ranking higher on relevant search engines like Google. As you might imagine, the term “on-page” refers to any content and HTML source code that can be adjusted to improve visibility and traffic to the page, and might include adding keywords or making changes to things like title tags, headings, content and internal links.

On Page SEO

Types of SEO Content?

While this list is by no means exhaustive, there are several different types of SEO content you can expect to see regularly.

Product Pages – Customers and users always visit product pages, which could serve as SEO content or a PPC landing page.
Blog Posts – Blogs are entertaining and a great draw for new users and customers, in addition to providing a regular flow of SEO content for your site. Blog posts are often useful for creating links, which will organically create a good reputation for your site and business.
Articles – This will include any type of news, interview or piece that mentions your product, business or touches on your niche or industry. You’ll find these types of articles on most news or informative types of websites.
Lists – Framing an article as a list will attract an audience looking for quick info, and are quite attractive when linked to search engine results or when they appear on social media platforms or pages.
Guides – A guide should give detailed information on how to do or use something, and are often downloadable or broken up into different pages. Many post an abbreviated version or excerpt on their site, and use link clicks or pop-ups to generate leads.
Videos – Videos are very clickable and often move up the search engine rankings faster than text documents. Videos come in a variety of formats including marketing and promotional, explainers, or even short product promos.
Infographics – Infographics are easy and fast to read, and great for attracting traffic with an eye for fast info and statistics. There are multiple open-source options for creating compelling infographics without hiring a graphic designer, but you must ensure your infographic is well organized, and matches the look, feel and voice of your company and webpage.
Directories – Giving customers a platform from which to launch their own research is a great way to attract traffic to your page. For example, an automobile manufacturer might link too or create a directory on where to purchase their products, or what features make their product special.

On Page SEO

The purpose of optimizing your on-page SEO is to prove to Google or other search engines that the searcher intent has been satisfied. Search engines track the dwell time and clicks on sites, and use this data to determine if the page indeed deserves it’s high ranking. High-level search intent includes 4 different methods:

  • Informational: Users looking for information
  • Navigational: Users trying to find a specific page
  • Commercial: Users researching a product before purchase
  • Transactional: Users ready to purchase

On Page SEO Checklist: How Do You Know When Your SEO Content is Optimal?

Once on your SEO journey, how can you determine if you have met your goals? There is far more to SEO than “stuffing” a page with as many keywords as possible. For your content to achieve a high ranking in 2021, you must optimize your content for the following elements:

  • User experience – how users rate your page for informative content and legitimate information
  • Bounce Rate and Dwell Time – how fast users “bounce” off your page or how long they “dwell” and browse your material
  • Search Intent – are users finding the information you promised and that they were searching for on your page
  • Page loading speed – how fast does your page load, and are users bouncing because of a longer than average load time
  • Click-through-rate – how fast are users clicking through your content and links to reach other pages of content
SEO Checklist

Keywords in your SEO Content

Keywords are the most critical part of your SEO content, and you can use them in many ways. Keywords are most effective when used in your titles, descriptions, heading, images and alt text, URLs and content. Once you’ve determined where you can add keywords, use an SEO search tool like Ahrefs, SEMrush, and Ubersuggest to come up with more keywords related to your topic.

You can choose to utilize individual words or even phrases, and with the help of a professional search tool, these are easy and fast to discover. “Stuffing” a ridiculous number of keywords into content won’t necessarily help you on your SEO path. Search engines are not often fooled by an overabundance of keywords, and these pages might achieve a high ranking when first published, but will soon fall down or off the ranking list.

Title tags and meta descriptions

Title tags are attached to every page and appear in search results as a headline. A meta description is a short bio of what the user can expect to find on your page. The space for title tags and meta descriptions is limited, meaning you must keep them under a certain word count to ensure they are fully visible on the search results page.

The biggest difference between title tags and meta descriptions, is that title tags directly affect on-page SEO rankings, while meta descriptions are simply informative but have no direct SEO ranking value. To ensure your on-page SEO title tags and descriptions are effective, there are several easy steps to follow:

  1. Primary keywords should be in the title, and should appear near the beginning.
  2. Use a maximum of 55-60 characters in your title, to ensure your content isn’t cut off.
  3. Never use all caps in your titles.
  4. Ensure each page is unique, and don’t duplicate titles, which will move you down the search engine rankings.
  5. Keep your titles clear, concise and easy to understand.
  6. If your primary keyword is included in your meta description, Google will “bold” the keyword when someone searches for it.
  7. Ensure the meta description is at or under 155 characters.
meta description

Don’t forget Images!

In much the same way video attracts search engine attention, on-page images tend to boost traffic. Including images means Google is ranking your page on both your content, and in any image searches, which can bring a significant amount of traffic to your site. Use detailed names for your images. An image with the filename airpurifier.jpg is much better than a general image name like IMG_83784.jpg. 

Rename your images with as much detail as possible. For example, instead of “air purifier” you want to name your image file something like “air-purifier-clean-affordable-ecofriendly.jpg. Finally, using original images is proven to drive search engine traffic and help rankings, so feel free to get creative!

Internal Linking

Internal links are critical to helping search engines understand your page. By linking your different pages together, Google can follow your descriptive text to determine which pages are the most important, and what information on them is the most vital to searchers. Internal links are also great to drive site traffic to areas of your site that are the most useful, and to products or pages you want to highlight. Internal links are different from backlinks, in that they don’t have a massive effect on search rankings, but still drive traffic.

On Page SEO

Regularly analyze SEO Content

On-page SEO must be performed regularly, to keep up with the most current search results. Searchers use new and different search terms for the same products daily, and you can also make use of any trending search terms unrelated to your business, to drive traffic to your page. A good measurement of the success of your page can be found in the number of views or links to your page, or even comments, social media shares or conversion rates. Ultimately, your analysis should determine Your analysis should have two goals: to duplicate your successes, and to keep your content updated and cutting-edge.

For help or more information on your on-page SEO services, visit Apogee Results online today, or reach out to our friendly SEO experts, who can guide you through the SEO on-page process to ultimate success.

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What is Technical SEO? | Technical SEO Checklist

What is Technical SEO?

 

Most people don’t know that the first search engine page alone accounts for 67.60% of all clicks. Technical Search Engine Optimization (SEO) is the process of optimizing all website technology, to increase the ranking of pages on various search engines, like Google. The easier it is for a search engine to crawl and understand your material, the higher you will appear on the search results. Technical SEO is unique, as it focuses entirely on optimizing technical aspects of the SEO process to get the desired results, while off-page SEO focuses squarely on using other channels to achieve more prominent search results.

Why Is Technical SEO Important?

Search engines like Google rank pages and content based on how easy they are to understand, how unique the content is, and the search engines’ ability to find, crawl, render and index your web pages. You may have the best content or product, but without technical SEO, your page simply won’t rank high on Google searches.

Technical SEO Checklist: How Do You Know When Your Site is Optimized?

Like anything worthwhile, technical SEO requires a great deal of planning and regular updates and development. Search engines prefer websites that load quickly, are secure, and have a more responsive design. So how do you know when you’ve finally achieved your technical SEO goals? This technical SEO checklist sets out several easy guidelines to follow on your SEO journey, proven to cater to the needs of search engine algorithms.

Speed Up Your Website

Back in 2016, 53% of website visitors would leave a webpage if it didn’t load within 3 seconds. These already high expectations have gotten even higher – leading to disaster for slow or poorly designed websites. Search engines are the first to know when your web page offers a poor user experience, and therefore won’t risk their own credibility with customers, by linking them to unsatisfying content.

Is your page fast enough? An easy way to test the speed of your site is through an open-source site-speed tester. Most reputable testing sites will even give you advice on where you can improve your site. There are several ways to speed up your site easily and quickly, including:

  • Find a faster host!
  • Use a fast DNS (‘domain name system’) provider
  • Minimize ‘HTTP requests’ by keeping scripts and plugins to a minimum
  • Choose one CSS stylesheet, over multiple CSS stylesheets or inline CSS
  • Resize image files to be as small as possible
  • Compress web pages
  • Simplify your site by removing unnecessary spaces, lines or indentions in your content

Secure Your Website with an SSL Certificate

Online security has been increasingly important this year, with remote work, delayed detection and response, gaps in information security and a massive influx of cyber-criminals, making the internet a minefield for malware. It’s important to use an SSL Certificate to signal to search engines that your site users and their personal information is all safe. With an SSL Certificate, you can implement HTTPS on your site, a prefix Google looks for to determine the security capabilities of a website. If a search engine must take extra steps to verify the security of your website, it’s more likely other sites with more robust and apparent security measures will appear before your site on the search rankings.

On the left-hand side of the search bar on your internet browser, if you see a closed lock icon, your site is safe. If you see the words “not secure,” you are not safe, and neither are your users! If your website URL starts with a ‘https://’ (rather than ‘http://.’), you are secure and ready to go! If you find your site still needs some work to meet security standards, start by installing an SSL Certificate on your website – and watch as search engines and customers stop ignoring your site!

 

Avoid Duplicate Content

Creating and publishing unique content on your site is another great way to impress a search engine. If your site is littered with multiple pages displaying the same content (duplicated product descriptions or blog articles included), search engines might get confused about how to rank your pages. The most common result of this issue is that all pages displaying duplicate content will be ranked lower, and all together, meaning all your info is clustered well off the all-important first page.

 Turn this issue on its head easily, by not publishing duplicate content of any kind, or by getting rid of printer-friendly versions of your content. Some businesses even use a “canonical link element” to show search engines where the “primary version” of your content is on the site, and link directly to it.

Make Your Website Mobile-Friendly

6.4 billion people worldwide own and use smartphones for everything from keeping in touch with work or family, to book holidays and to make purchases. A more “responsive” website design means easier navigation for mobile users. Google recently announced their move to a “mobile first” approach, a plan to prioritize sites that have been optimized for mobile – a directive that we assume came directly down from their end users. 

You don’t want to penalize your customers for using their own devices, meaning it’s critical that your site be optimized for as many devices as possible.

 Add an XML Sitemap to Your Website

An XML sitemap is essentially a map of your site and all the pages linked to it. Search engines use this map to search your site for specific content. An XML sitemap is often divided into categories of posts, pages and even tags or images, including the last time content was updated for every page.  

Most sites are created using an XML sitemap automatically, but if your site is old, not updated frequently, or neglected, you might need to make use of an open-source sitemap generator like Slickplan, Dynomapper, or Writemaps.

 Add Structured Data Markup to Your Website

Finally, ensure that search engines can understand your website and business better, by employing structured data markup to your website. This function will tell search engines what products you sell or what your site is all about. This part should be easy, due to the fixed format used to provide this information. Examples of where you can see this at work are with the “FAQ” section of a website, where each question and answer is formatted carefully and uniformly, for easy search engine discovery. In short, search engines love organization – and that should be key in your technical SEO goals.

Many businesses take advantage of the “rich snippets” section available with structured data, where you can add useful and vital information like prices or reviews – information now available on the search engine search results page. This type of information is easy, fast and appealing to users, proven to increase your click-through rate (CTR) over time.

Technical SEO is a complex concept with a surprisingly simple solution. The name of the SEO game is “organization” and “originality,” two elements that can be further bolstered, using readily available (and sometimes free) technology. 

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3 Pillars of Search Engine Optimization

3 Pillars of SEO: How to Get Found on Search

Search engine optimization, otherwise known as SEO, drives traffic to your website, enhances user experience, and is instrumental in generating qualified leads, all by obtaining search engine result prominence. While this strategy is in constant flux, there are three pillars of SEO that create the foundation of any well-considered effort to boost brand visibility and improve search rankings: technology, on-page, and off-page. Search engines like Google will scan your content and links to assess the level of discovery, relevance, and authority associated with your site. Let’s discuss a few ways you can leverage these three pillars into search engine optimization domination!

3 pillars of SEO

Technical SEO 

Your site’s technical features and abilities are the first indicators of quality, and the first pillar of a strong SEO optimization strategy. Technical abilities encompass any element or solution used to increase customer satisfaction and ease of use for your site. Using technology, there are countless ways to drive traffic to your site, increase lead generation, and thus, satisfy customers.

Site Speed

How fast your site loads is a major indicator of the quality of your site and chosen content. Statistically, websites with a load time of 2 seconds have an average bounce rate of 9%. A marginal increase in load-time, from 2 seconds to 5 seconds, sees the bounce rate rise to 38%!  Google will take note of a high bounce rate, and will adjust your ranking accordingly, so it really matters how fast your site loads! To ensure you make the cut, consider deployment of load-time reducing technology like compression, redirect reduction, browser caching leveraging and using a professional content distribution network.

Mobile-Friendliness

site speedMobile phones have overtaken PCs as the device of choice for internet access, browsing and even online shopping. Mobile phones, in a myriad of styles and formats, have become a one-stop-shop for all things internet, causing potential customers to puzzle over why your text, products, screens and buttons are cut off, or extend beyond the edges of the device. It’s incredibly critical that you SEO optimize your website for easy mobile phone and device viewing and use, to avoid forcing customers to seek out a new device to  view your content, or more likely, a different mobile-friendly business site.

User Experience

At the heart of SEO optimization strategy is user experience (UX). While SEO prioritizes search engines, your UX targets your website users and customers. These two elements should work in concert to ensure that every visit to your site is easy, intuitive and transparent. Did you know that 52% of users say they will abandon a site due to something as seemingly simple as aesthetics? Users know what they want, and are spoiled for choice – making your focus on creating an excellent user experience, of critical importance.

HTTPS: Secure site

HTTPS: Secure site

The cyber threat landscape, awash with ransomware, malware and viruses, has forced a significant shift in the way we prioritize our data privacy, and our expectations of companies who we trust with our information.  Using an “HTTPS” site and purchasing an SSL certificate, signals to search engines and customers that your site is safe to interact with, and that you can be trusted with their vital personal or financial information. Your decision to prioritize site security can also be used in your SEO strategy and marketing material, serving as an organic draw for network-security-conscious users.

 On-Page SEO 

On-page SEO encompasses everything users see and interact with on your page. Search engines prioritize well-constructed websites, with clear and original content, but this content can’t be created randomly. There are a few strategies you can use for your on-page content to ensure it is top-rung and at the top of the search engine results.

Keyword Research

Keyword research is the SEO process of discovering the most commonly used keywords, when users are seeking out information via search engines, and incorporating those keywords into your original content. Search engines scan for applicable keywords within your content, moving more artfully and keyword-optimized sites to the top of the search page. Thorough keyword research can be a valuable source of useful queries, data and ranking difficulty, elements proven to attract the attention of search engines, and users alike.

Understanding Search Intent

Understanding ‘search intent’ is determining what keywords users are turning too, and what their overall intention is. Most searches are performed by users seeking out information on general products and services, not your particular company or site. Start your search engine optimization strategy by incorporating broad search terms into your content, and bare down into more specific phrases and keyword variations. Finally, cap off your content with specifics about your product or service features, explaining why and how your product or service meets user needs.

Content Strategy

A good content strategy is the process of regularly creating unique content, targeted at meeting business goals and customer needs. For example, if one business goal is to drive more traffic to your mobile site, focus on creating content and links that promote awareness of your targeted site. If your focus is on the success of a new product or service, use your SEO content to draw reader interest and inform them about your offerings.

Internal Linking

Creating internal links between your content is a great way to drive traffic from one page of your site, to the next. Both users and search engines scan for links to relevant and reputable content. Once your content has captured Google’s attention using internal links, customers can use these same links to navigate your page, products and other content. A great content strategy comes in here, as content should always be complementary, informative and should help drive sales leads by giving customers new ideas and product options.

Off-Page SEO 

Off-page SEO refers to any user or company activity outside your website, aimed at building search rankings on search engines. Link building with outside links is an easy association to draw, but off-page SEO is considerably more complex. Good examples of off-page SEO include posting as a guest on an outside blog with internal linking to your page, or even submitting personal comments on another post or article.

Backlinks

Backlinks are also referred to as inbound or incoming links. While forward-thinking business owners are creating links to outside sites and content to boost their search engine results, other businesses will be seeking you out in hopes of doing the same. Backlinks from other sites are a beacon of confidence, and show your users and customers that your content is safe, informative and helpful to others – one of the most ringing endorsements your site can get. Your SEO content strategy will also play an important role here, as unique and original content is significantly more likely to attract traffic, over slip-shot, irrelevant backlinks that are bought, not earned.

Local SEO

Incorporating local SEO into your search engine optimization strategy is proven to attract loyal local customers to your business. Almost half of all Google searchers have a ‘local intent,” meaning customers are seeking out businesses close to their physical location. Many businesses are taking advantage of technology to leverage local SEO, into long-term success, using paid software or even open-source options like Google My Business, a free tool for organizations to manage their online presence. Local customers love tools like this, as it allows you to edit and verify your business information, an element customers consider a good and transparent business strategy.

Search engine optimization is a complex and ever-changing process, requiring a great deal of time and focus to learn and use effectively. Luckily, with little effort and a few Google searches, you can discover anything you need to know about the three pillars of SEO, and how they can enable a future-proof and successful business.  For more information about top-to-bottom, successful SEO strategies, contact Apogee Results today!

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Facebook Marketing Strategies

Social Media Strategy: Facebook Marketing Tips

Social platforms and technology are constantly evolving so it can be frustrating trying to keep your social media strategy up to date. Facebook marketing is not just about showcasing visually appealing content. It’s equally as important to get said content in front of the right eyes.

Below are some Facebook marketing tips to add into your strategy this year to get the highest return on your ad spend. 

1.Diversify Your Content

Videos remain one of the highest performing ads on social media and can easily be adapted for use in some way for nearly any industry. Keep videos as concise as possible! Depending on the placement 15 seconds or less might sound short but is ideal for grabbing and keeping the viewer’s attention to the end. Facebook offers many ways to get creative and if you don’t have the means to produce a high-quality video ad, you can start small by using Facebook’s creative studio to create a slide show and enhance it with stickers, text, or effects. You can also advertise a collection of products or services in a catalog or carousel ad.

Creative fatigue often occurs after the audience has been over-exposed to your content. Canva is another easy way to create more engaging images, videos and even GIFs, using colorful layouts and customized templates. The best way to avoid a fatigued audience is to have multiple assets ready to swap out, even if it’s just new colors, different ad copy or call to action. Whatever you decide to start with test early and often, what people want to see can change quicker than you think.

If you’re struggling to know exactly where to start to reach your goals, Facebook Business offers a wealth of resources from creative guidance to optimization tips backed by case studies. 

2. Engage The Audience

Great Facebook marketing goes beyond a pretty picture or fun video. Whether it’s creating a poll, or quiz, or hosting a giveaway or contest, consumers love being able to interact on a deeper level than simply liking or following.

  • Go live and give customers a glimpse behind the scenes to foster customer relationships and build brand loyalty.
  • Ask questions and listen. Offer customers a chance to feel valued and heard.
  • Don’t just rely on influencers, your own customers might be showcasing their support and feel overlooked.
  • Don’t be afraid to build credibility by sharing relevant or useful content from other brands who post in your niche.

Be proactive when it comes to generating buzz and encouraging users to engage on your page by adding some level of interaction with your post. 

3. Get Creative With Custom Audience Targeting

Now that you have the right content you want to tap into the right audience. There are certain types of campaigns that can and should be tailored to appear to different audience segments based on more than the usual demographics like sex, age, location etc. Getting more granular with your targeting can be extremely beneficial when it comes to spending your ad dollars in the right places. Facebook has many options to target based on major life events such as graduation, engagements, travel plans, birthdays, and more.

While LinkedIn remains the most accurate career-based targeting platform Facebook reigns when it comes to extensive interest and behavior-based targeting. Interests and hobbies range from veganism to League of Legends lovers and from small business owners to winter sports fanatics. You can even create layered audiences, and exclude certain criteria. For example, targeting Engaged Online Shoppers while at the same time excluding those who live too far from your area of service.

Think about who your audience has proven to be and if there are any new segments you are interested in reaching. No matter how incredible your ad is, if you show it to the wrong audience, it will be just as effective as the mediocre ad that’s gets in front of a more relevant audience.

    4. Expand To Lookalike and Retargeting Audiences

    Lookalike Audiences are the next step in tailoring your perfect audience, once you have a good Custom Audience strategy in place you can expand your reach to include people with similar traits and common interests. Here is where you can upload customer lists that include phone numbers or emails that can be matched to corresponding Facebook accounts and then mirrored in a lookalike group.

    One of the most important audience targeting features in Facebook Ads is the Pixel. You or your developer will need to install the Facebook Pixel directly on your site to begin receiving events and start retargeting. Even if you have limited customer information available or only have a small Facebook following you can still use lookalike audiences to show your ads to people who have recently viewed your website or looked at specific pages or products. Retargeting allows people who are already familiar with your brand to rediscover what they love and continue converting in one way or another. If you are already running video ads, you can create an audience based on who has watched the most of a certain video and move them down the sales funnel. Differentiating ad strategies between the people that are new to your brand and those who have already heard of you before is key to keeping loyal customers coming back and piquing the interest of new ones. 

      Conclusion/Tracking Success

      The most successful Facebook ad strategy for you will be one that is diversified, personalized, and comprehensive. Don’t forget to identify your measures of success early on and utilize a multifaceted tracking approach.

      As of July 2021, Facebook got rid of its own analytics dashboard so there is no way to view data directly from the pixel in Facebook. They also warn that some metrics may be skewed or unavailable due to the new privacy settings in the most recent iOS update. To compensate for this, they have a Conversion API that allows you to set custom conversion events on your site to track, in addition to the pixel. If you have access to Google Analytics and are already running other paid ad campaigns it will be beneficial to at UTMs to any content with external links, especially anything you are paying for. Facebook has also made it possible to add the pixel via Google Tag manager, allowing you to create a more comprehensive view of your customers’ journey in Google Analytics.

      When it comes to creating the most successful targeting strategy for your brand, only you can figure out which of these tips will work best. One size does not fit all. Learn from others in your niche and allow time to A/B test multiple elements within your audience segments to find which garners the best response.

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      Fill out the form below to request a complementary evaluation of your digital marketing today.

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      5 UX Best Practices that Benefit SEO Rankings

      5 UX Best Practices that Benefit SEO Rankings

      User experience is a crucial component of your site’s design and marketing strategy that is often overlooked. UX impacts every aspect of your marketing campaign: from acquisition to conversion, particularly as it pertains to SEO. 

      In SEO it’s important to pay close attention to metrics such as bounce rate, average session duration, pages per session, and click-through rate to track how users engage with your site. Google considers these user engagement metrics to determine the quality of your site, which directly impacts your site’s organic search rankings.

      Optimizing your site for UX not only keeps visitors on your site longer, it can also vastly improve your organic search visibility. Let’s take a look at 5 UX Best Practices you can implement to boost your organic search rankings:

       

      1. Keep Your Site Navigation Simple

      Your site’s navigation is crucial to UX, particularly for sites that sell products or services. It’s important that your products, services, resources and anything valuable to the user is easy to find. Therefore, your site’s navigation should be as intuitive as possible. 

      In order to achieve this we recommend the following practices:

      • Group Similiar Pages Together:
        The first thing to consider when determining your navigation is your site’s architecture. If your site contains a lot of pages, we recommend grouping similar pages together so you don’t overwhelm the user with too many options. Make sure that each page listed on your navigation provides its own value. It’s also important to be mindful of the title you choose for each page: we recommend using titles that are both succinct and descriptive.
      • Make your Navigation Responsive:
        Just like the rest of your site, you want to make sure that your site navigation is responsive for mobile users. If your navigation is too large to fit on a home screen or too small to click on, users are likely to spend less time on your site.
      • Less Clicks:
        The fewer clicks it takes to get to the page users are looking for, the better. Be mindful of your user’s navigation path and consider how many clicks it takes to get to your most popular landing pages. We recommend placing links to your most popular pages in the navigation or immediately on the home page.

       

      2. Optimize for Search Intent

      Considering the user’s search intent will not only keep users on your site, it can also be compensated by Google. Content that effectively answers commonly asked questions often appears in the People Also Ask section of Google. Additionally, pages that contain title tags and meta descriptions that are optimized with search intent in mind are more likely to have a higher click-through rate.

      The following practices can help you be mindful of search intent:

      • Use Keywords that Target Search IntentAn effective keyword strategy is one that targets both broad and specific search terms. One way to target both in a single key term, is by pairing broad, high-volume keywords with search intent.
      • Answer Questions:  Answering questions is a great way to show off your company’s expertise. It also enhances the user experience depending on how you present the answers to commonly asked questions. We recommend including any questions in a header tag and answering the question in inverted pyramid style: which means answering the question as thoroughly as possible within the first couple of sentences. This makes the answer easy for the user to find and increases your chances of appearing in the People Also Ask section.

      3. Use UX-Friendly Page Layouts

      Creating quality content doesn’t just mean answering the user’s question, it also entails presenting the content in a way that is digestible.

      Use of the following page elements will can improve your site’s usability:

      • Make Content Digestible No one wants to read a continuous block of text, even if it does include all of the answers you need. After all, you’re trying to skim an article on the internet, not write a research paper. Including visuals, infographics, organized headers, and breaking up your content into small paragraphs are great ways to make your content more digestible or skimmable.
      • Use Headers Using keyword optimized headers is great for SEO, but it also helps readers easily find the information they are looking for. 
      • Leverage Visuals Visuals, such as images, videos, and especially infographics are an infinitely valuable resource. They capture the reader’s attention and reiterate the message you wish to convey in a more effective manner. Infographics can help condense your content in a way that is much easier to understand.
      • Include CTAs Including calls to action throughout your site encourage the user to remain on the site, and play a crucial role in your site’s conversion rate. CTAs can be as bold as a “Sign Up Today” button or as subtle as a “Contact Us” button. Both of these options are a great way to encourage the user to engage more with your site.
      • Write in Inverted Pyramid Style This means placing the most important and relevant information at the top and using the next few paragraphs to elaborate on any points. It’s especially important to include the most relevant information first when you are answering questions in your content or creating content for a core page of your website.

      4. Optimize for Mobile Usability

      With Google switching to mobile-first indexing two years ago, it’s now more important than ever to optimize your site’s mobile experience. This is especially true for sites that offer local services and e-commerce sites as users are more likely to visit those sites from their phone. 

      We recommend the following practices to optimize your site’s mobile experience:

      • Implement a Responsive or Mobile Design The difference between a mobile design and a responsive design is that the mobile design changes the layout of your site almost entirely, while a responsive design simply makes your site adaptable to a smaller screen. Making your site responsive to a smaller screen ensures that crucial information on your home page or navigation isn’t cut off. On the other hand, creating a separate design for mobile, ensures that your site is optimized for an entirely different experience as is the case for mobile vs desktop browsing. Both are great as long as you consider the following mobile usability elements: readability, font size, spacing, and buttons.
      • Keep It Simple Your site’s mobile design should focus even more on simplicity than your main site’s design due to a reduced screen. It’s important to consider readability, font size, spacing, and including buttons that are easily clickable.  

      5. Improve Your Page Load Speed

      It is especially important to improve your site’s speed now that Core Web Vitals are a ranking factor. Users don’t want to sit around and wait even a few seconds for a site to load. This is an important ranking factor that also affects the user’s experience and therefore, directly impacts key Google Analytics metrics. 

      • Simplify Your CSS and JavaScript This means removing any unused CSS and JavaScript or minifying these files. There are a number of tools that can help you find unused code and condense your CSS and JavaScript files. 
      • Optimize Images It’s important for both SEO and UX that you use high-resolution photos that don’t take up too much space. We recommend using images that are no larger than 100kb and a minimum resolution of 300 PPI.
      • Avoid Sliders Including sliders on your site may seem harmless and a good way to make sure the reader sees all of your content. However, sliders do more harm than good as they can affect your site’s speed. They often take too long to load and keep your visitors from reaching your site’s main content right away.

      Creating a pleasant user experience is a goal that is often overlooked but should not be underestimated. Optimizing your site for UX keeps users happy, improves conversions, boosts your search rankings, and can even reflect well on your brand. These are just a few adjustments you can make to vastly improve your site’s UX.

      Want Deeper Insight into your SEO Strategy?

      Fill out the form below to request a complementary evaluation of your digital marketing today.

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      Lower your Cost Per Acquistion

      Why Having Control Over Your Audience In Google Ads Is Important

      Nowadays it’s impossible to hang up a call with a Google Ads rep without being pushed toward some form of automated bidding. While there have been advancements with these various strategies, fully leaving the targeting decision making to the Google overlords can lead to missed opportunity and wasted money.

      Relating the information below to one of our clients in the SaaS space to show how controlling your own audience, demographic, and device targeting can lead to sales doubling and CPA (cost per acquisition) dropping.

      Google Ads

      Audience Observation & Targeting

      Over the past few years, the audience segmentation in Google has become much more robust. From in-market, to affinity, to LinkedIn style, company size & industry targeting, it’s important to observe how these audiences interact with your ads and understand who is showing the most interest in your products or services. Unfortunately, this data isn’t automatically captured when you set up a campaign.

      You must manually add these segmentations to begin gathering data and making informed decisions. In this client example we were able to look back on months of data from each of our relevant audience segmentations and begin to implement bid adjustments based off the highest performers. This was just one step toward becoming more efficient.

      Spend money where you are making money!

      Demographic Targeting (Age, Gender, Household Income)

      • It may seem like an obvious targeting option but throughout years of looking at Google Ads accounts, it is shocking how many are showing their ads to every age group without any restrictions. Just the same way we can be more efficient with audience observation and targeting, we can do the same with age. With this SaaS based company, we eliminated 18-24 and focused on older age groups since we were targeting decision makers in a B2B space. We analyzed the data within the other age groups and made bid adjustments based off performance. Once again, spend the money on those who are showing the most interest.
      • Depending on the product, gender-based bid adjustments can greatly help increase performance. For example, if you are a clothing company and your focus is on women’s clothing or men’s, you can let Google know to focus the spend on the audience most likely to make a purchase.
      • Analyzing household income data is also very important to help increase performance. The key is to look at a large data set and analyze which income brackets are interacting and purchasing/inquiring most for your product or service. Where is money being wasted? Adjusting here is key when it comes to becoming more efficient and spending money in the right places.

      Ad Schedules

      Setting up an ad schedule is one of the more underrated settings when it comes to being more efficient with your dollar. With this client, we chose to only run ads during business hours M-F while keeping them at a limited budget during the weekends. This is decision was made based off the heavy B2B use of the service and months of data showing these days and hours as the most profitable to focus on.

      Device Targeting

      Another obvious yet underutilized place to look is your device targeting. A lot of times spend can be split evenly between mobile and desktop, but it is important to analyze the data and truly know your audience. In the case of this client, we found most of their inquiries were coming from desktop and clicks from desktop were more likely to convert at a lower CPA. This doesn’t mean mobile was eliminated, we just decided to bid less for those clicks and focus more on desktop where it counted most.

       

       

      Ads Targeting

       

      Key Takeaway

      Audience and Demographic targeting options are no secret within Google Ads but understanding and utilizing them correctly can make a world of difference. Combining our audience, age, household income, location, device, and ad schedule changes helped double performance for our client in just one month.

      It’s the attention to detail that has become lost in a world of automation and is key to great performance!

      Want Deeper Insight into your Google Ads Campaign?

      Fill out the form below to request a complementary evaluation of your digital marketing today.

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