I had the great privilege to have coffee with Gary Illyes (@methode), a Google webmaster trends analyst dedicated to creating a better search experience for users. Well known in the SEO industry, Gary often speaks at search conferences and is frequently interviewed and quoted in the major SEO blogs.
Speaking of Casual Conversations …..
One thing I do want to make clear is that the Q and A below is not an exact transcription. It was derived from the gist of our conversation and I’ve paraphased, but I’ve done my best to accurately reflect his comments.
Now that is out of the way, let’s dive in.
On January 8, 2018, Google announced that the new Google Search Console will be rolling out to all users. This new version has been in beta for a few months, soon it will be available to everyone.
One very exciting aspect of the new GSC is that keyword and ranking data will be available for up to 16 months! A big improvement over the old limited 90 days of data that we used to get.
Keep an eye out for an email from Google with the subject “Introducing the new Google Search Console” that will notify you when you have access.
I have a client that has access so I took a tour and have screenshots to share with you in this post.
Having a perfectly optimized site for SEO is a beautiful thing.
So why aren’t more visitors flocking to your site?
One possible overlooked reason is that you are just not getting the click.
There is a reason that realtors like to see a nice front door for the house they are selling. It sets the tone for the rest of the house and leaves a lasting first impression.
A ugly front door? Not a great first impression.
A freshly painted door that has a nice design? The potential buyer starts dreaming of living there even before opening the door.
Each of your site’s web pages has a front door. Called snippets, these are the listings in the search engine results pages.
If you are familiar with SEO, you know that, that in most cases, the snippets are created from the title tag and meta description tag.
You also probably know that it’s important to have your keywords in both of these tags. While the meta description tag doesn’t help you rank, when it comes to your title tag it is the most important element of your HTML for ranking.
Neither the title tag or the meta description actually show up on the page. They live in the “HEAD” section of your html along with other meta information that describe the page and its characteristics.
You can see your title tag in your browser tab just like in the screenshot below.
As a SEO consultant I work everyday with clients to help their sites get more organic traffic by ranking highly in the search engine results pages. I’m often surprised at how often my clients don’t look at their “front doors” for their site.
It’s like dressing up the bathrooms with pretty towels but not doing anything about your dingy front door. If your prospective buyer drives by your house and crosses it off the list due to poor curb appeal, then those pretty towels haven’t helped you make your sale one bit.
Both Google and Bing have a handy command you can use with search to get a list of your pages snippets.
Simply add “site:” in front of your domain name and you should see a list of your website’s pages. If you have a larger site you likely won’t get a full list but you’ll see a sample.
The first thing to check is to make sure you have keywords in your snippets.
The second thing is to put yourself in the shoes of your ideal prospect and for each of your important pages ask yourself the question:
“Would I click on this?”
If the answer is “no” or “maybe” then you have some work to do.
And this is where SEO copywriting comes in.
What does it take to successfully launch and grow a niche ecommerce business?
We find out when I interview Elisabeth Halvorson, founder of Cowbells.com who turned an childhood dream into a niche ecommerce success story.
When I was 7, I wanted to be in the Olympics. A few careers later, I was able to catch up with that dream by delivering cowbells to cheer on athletes during the 2002 Salt Lake Olympic Winter Games…. hey, mittens don’t clap. It was a RINGING success! We medaled in souvenir sales as the #2 most popular item behind the Roots beret. Since then, we’ve added more cowbell styles and a “s” to our name….
Updated for 2017.
Recently an email from a top media site was shared with me:
“…we would really rather not edit the links in our author bios to “follows” from “nofollow.” With the number of contributed articles (and articles, period) that we publish every day, we are leaking SEO authority with every “follow” link we allow.”
At the time I saw this email I was surprised, I had thought that the notion that outbound linking “leaks” link juice from a site had died a deserved death many years ago.
To understand the reasoning behind this, it’s helpful to understand that each site is assigned a certain amount of SEO authority that flows from the home page through first the links on the home page and then through out the rest of the site. So does make some logical sense that you are losing SEO authority when you link out to external site.
However most SEOs believe this is a myth.
An outbound link is a link that links outside of your domain to an external site. When a visitor clicks on an outbound link, they will leave your site, this is why some websites open external links in a new browser window. Conversely inbound links (often referred to as backlinks) are incoming links from other sites to yours.
You know the performance of your site matters. But everytime you venture into site speed optimization you feel like you stumbled into a land of foreign geek speak.
Unfortunately site speed is a complex topic and technical (“Configure Entity Tags” anyone?). Some changes can require a web developer to implement the changes. With this post you’ll understand better where performance problems can crop up so you can have a better conversation with your developer. We’ll also cover the low hanging fruit that you can tackle on your own as well as the tools you’ll need to get started.
Although WordPress is my preferred platform, I’ll provide SEO and digital marketing consulting on any site built in any technology. I’ve looked at sites built in Adobe CQ, Magento, Joomla, as well as many sites built using an in house custom CMS (content management system).
I’ve also looked at many WiX sites. WiX is a popular website builder that enables the non geek to build very nice looking websites. You can see the attraction; point and click, drag and drop, and presto you have a website! But what about SEO?
When I first wrote this post in 2015 (and even when I updated it in 2016) my answer to the question “Is WiX SEO friendly?” was a definite NO. WiX had significant problems when it came to SEO.
Today WiX has significantly improved and I’m no longer recommending against it, especially for simple brochure sites.
However there are some few remaining SEO problems with WiX that you should be aware of. And just because the platform has improved doesn’t mean your site is SEO optimized, you have to make sure you use WiX’s SEO features wisely to have the best chance of ranking well.
You’ve built your website, it looks awesome. Launch day comes, with much fanfare. Finally your website is done!
And then you wait. And aside from your friends and family, no one seems to visit your website. So it slowly dawns on you that you need a website traffic strategy. But which traffic source should you focus on?
If you haven’t already noticed, Google Keyword Planner has severely limited access to its keyword data to marketers. Unless you have a consistent active Adwords campaign, when logging into Keyword Planner today, you’ll see wide ranges for average monthly search volume instead of an actual number.
A range like 100-1K is useless for most keyword research. If you are like most SEOs or marketers your exploration of your keyword space starts with Google Keyword Planner. So what is the alternative?
The case for Facebook ads has been strong for a while. And only getting stronger. Yes, it’s not quite as cheap to advertise on Facebook as it was in the early days, but with the right campaign you often can beat the costs of other digital advertising, such as Google Adwords.
Facebook has gotten smarter too, its algorithm has gotten exceptionally good at optimizing your campaign so you don’t have to be a complete ninja to crush it. Yes, you definitely do need to understand the platform, but you don’t always need to get all the options exactly right.
In fact, at a Pubcon session recently Blitzmetrics’s Dennis Yu shared that once you have a winning ad set up and running, you can actually remove the targeting and Facebook will still deliver it to the right people.