Friday, March 31, 2017

SEO 101: Website Design and Google's Latest Design Losers

Since we wrote about Google's recent algorithm update, "Fred," three weeks ago, certain sites have experienced dramatic changes in ranking. Search Engine Land reported this week on a fascinating study by Sistrix, "an SEO toolset data collection company," which revealed the big losers: ad heavy sites with "little or poor quality content, which had no value for the reader."

In one sense, the Sistrix study confirms what we already know: Google prefers sites that add value for the browser--and will penalize sites that seemingly focus on revenue generation to the detriment of content. Yet the study's findings also provide a nuanced view of how to design a Google-friendly website.

This nuance is especially valuable in light of Google's recent secrecy about the algorithm updates. Since the retirement of Matt Cutts, Google's former head of search quality, who had a congenial relationship with the SEO and digital marketing communities, Google has become decidedly tight-lipped about algorithm updates.

In fact, as Search Engine Land reported, Google's search engine leads decided not to talk about Fred, and would only confirm that the update targeted techniques documented in Google's Webmaster Guidelines.

So what does the Sistrix report tell us about Google-friendly website design? Content is key, of course, yet the way the content appears on the page is also crucially important.

Website Design: How to Impress Google 

The term website design is often used interchangeably with website development, though design is a subset of development. People often refer to website design as the "front of the house" look and feel of a site, including the layout and graphics. Website development includes website design, yet also encompasses the "back of the house" work of coding, which makes a website secure and search engine friendly.

Of course, when design focuses on "look and feel," the result is often an attractive website. Unfortunately, attractive does not always translate to effective--especially if the design compromises the website's usability.

We often see attractive designs that fail at functionality. The use of Flash, which can be beautiful, yet can also make websites unruly, and worse, invisible to search engine "crawlers," is a perfect example.

Certain fashion websites are notorious for offering beautiful designs that sacrifice functionality. Unionmade's site, while beautiful, is often derided for its poor functionality.
In reality, SEO and "attractive" design are often incompatible. As Justin Taylor notes for Moz:

"The problem is simple. Websites that look amazing typically offer little opportunity for on-page optimisation and conversely pages that are well optimised will often compromise the design and user experience."

The key, as we see it, is to never compromise functionality in favor of beauty--and, as much as possible, to not compromise beauty in favor of excessive optimization.

So how do you design a SEO-friendly website? Focus first on how the website will appear to search engine crawlers. Your content must be rendered in a language the search engines understand.

"The easiest way to ensure that the words and phrases you display to your visitors are visible to search engines," Moz notes elsewhere, "is to place them in the HTML text on the page."

Additionally, you must present a streamlined website structure. As we noted in our post on website structure: "A good website is not simply a series of pages, but a carefully-plotted structure that describes, identifies, and classifies pages by topics and sub-topics."

Sound sexy? Perhaps not. But the world of search favors function over form. Speed and efficiency are more important than beauty. Yes, you can have both, but all is lost if browsers cannot access your content quickly and easily.

Other factors of SEO-friendly design, including meta tags and title tags, for example, assure that a website performs its essential role--to communicate information.

Fred: What We Learn About Design from Google's Latest Algorithm Update

Google's latest algorithm update has penalized ad-heavy sites--specifically sites that place ads "above the fold"--a phrase that describes the content visible to a browser without scrolling down the page. Ideally, a website will offer content before ads, above the fold, yet many ad-heavy websites do the opposite. As Colt Ager notes for The Tech Reviewer:

"Understanding what 'above the fold' means is a basic, but critical component in web design. You want to be sure to design your website around this concept with your best and most appealing attributes shown in this area to entice readers to continue to scroll down to the content below the fold."

So your content above the fold should inspire a browser to scroll below the fold. Above the fold ads often inspire browsers to click away. The Sistrix study cites the case of Thefactlist.com, which lost 50% of its traffic post-Fred on Google UK. The layout before the update shows an ad-heavy page with two AdSense ads above the fold:

Source: Archive.org via Sistrix.com


As Sistrix notes: "Thefactsite.com seems to have quickly noticed the loss in rankings and made the decision to decrease their ads presence, above the fold. When we take a look at their layout today, there is only one ad block and their Visibility Index this week managed to recover."

Source: Archive.org via Sistrix.com

The design lesson here is clear, and confirms what the essential view we confirmed above: Google prefers sites that add value for the browser--and will penalize sites that seemingly focus on revenue generation to the detriment of content.

Of course, Google understands that websites must monetize, yet again, not to to the detriment of the content. And this is the essential point of Google-friendly website design: Prioritize user experience, in terms of content, usability, and speed. Otherwise, all attempts at monetization may be doomed to failure.

An SEO Company That Understands Website Design: Stempan's PC!

To build an effective, fully-optimized website, you need a web design and development company that understands SEO. Stepman's PC is the rare company that offers a host of SEO and marketing professionals to optimize your website. Contact Stepman's PC today to learn how you can improve your website's performance: 215-900-9398.

Thursday, March 23, 2017

Cross-Posting: The Single Worst Social Media Mistake

This week, while researching what others have written about Instagram and SEO, we discovered this bit of advice from the second resultLink Your Facebook and Twitter Profiles to Your Instagram Account. 

"Be sure to link your Twitter and Facebook profiles to your Instagram account," writes Misty McPadden of V3B.

You might have heard this advice before, from other so-called experts. McPadden's advice comes with a seemingly sensible rationale: "When your accounts are linked," she writes, "when you share on Twitter, it’ll be posted to your Twitter feed as a link and posted to your Facebook feed as photo with text. This will increase the visibility of your posts and build more engagement with your brand."

This rationale seems so sensible, in fact, that most companies wouldn't hesitate to follow McPadden's advice. It's easy to link accounts, after all, and to "cross-post" across multiple platforms.

However, we must ask, is the easiest choice always the best choice? And is McPadden's assertion true, that cross-posting will "build more engagement with your brand"?

Style Over Substance?

First, a word about Misty McPadden's company, V3B, which bills itself as "an innovative agency specializing in the digital space."

A glance at V3B's site reveals the sort of sleek digital marketing agency you're likely to find all over the SEO world today: an agency that offers "solutions" to "leverage the web for growth." Doubtlessly, a company like V3B can help your online marketing efforts. In fact, too many online businesses ignore the value of digital marketing agencies, like V3B, to disastrous consequences.

"The problem is simple," we recently wrote. "Many business owners are dissuaded by the cost of digital marketing."

Please Read: Are You a Part of the $65 Billion SEO Economy? Should You Be?

Obviously, cost is not the only determinant. In conversations with hundreds of business owners, we have learned that some online businesses are also dissuaded by the style of many digital marketing agencies. V3B's site, for example, is beautifully designed, streamlined and stylish, and for many, impersonal and cliché.

The Problem with Clichés

cli·ché noun 1. a phrase or opinion that is overused and betrays a lack of original thought. 

Surely we don't need to define "cliché" for you--and, of course, you might know the problem with a cliché is the apparent ease of usage. A cliché is the crutch of a bored writer who cannot (at the moment, at least) think for him or herself. Instead of creating a language that speaks to others in a way that feels real, the bored writer mails it in, substituting buzz words or jargon for sincere thought.

George Orwell's description of clichés rings true:

"A newly invented metaphor assists thought by evoking a visual image, while on the other hand a metaphor which is technically ‘dead’...has in effect reverted to being an ordinary word and can generally be used without loss of vividness. But in between those two classes there is a huge dump of worn-out metaphors which have lost all evocative power and are merely used because they save people the trouble of inventing phrases for themselves."

George Orwell himself spawned a few clichés, most notably "Big Brother is Watching You."

Why You Should Not Link Your Social Media Accounts

Orwell's quote here reveals the problem with McPadden's advice to link your social media accounts. This advice, however sensible and easy, shows little to no real understanding of the nature of social media. Effective social media is about engagement. It is impossible to engage with anyone if you're attempting to (warning: cliché coming!)  kill three birds with one stone.

Twitter. Facebook. Instagram.

As we've said before: "Each platform is unique and should be respected as such. Respect each individual audience for what it is, and remember: be an active member of the community."

The advice to link accounts disregards the unique nature of each social media platform; it essentially favors quantity over quality.

A perfect example of this is Misty McPadden's Twitter account, which shows surprisingly little engagement for an account with nearly 46K followers. Perhaps this is because McPadden follows 42.1K people--or, really, no one. Just take a look at her "Tweet's and Replies." There's little to no conversation happening--none at all. One could be excused for believing the account was a spam bot.

To contrast, take a look at the "Tweets and Replies" of one our favorite Twitter personalities, Duchess Goldblatt. The Duchess is followed by a mere 5.5K people, 1/7 the amount of McPadden's followers, yet her tweets routinely receive many, many more likes and RTs than McPadden's tweets. We were fond of a tweet from today, which turned a cliché on its head:
What is the difference between the Duchess and accounts like McPadden's, that have tens of thousands of followers but relatively few likes and RTs? In a word, engagement--the cherished upshot, McPadden assures you, of linking your social media accounts.

Nonsense. True engagement requires a more nuanced approach, of the sort recommended by Ben Donker, a social media analyst at Link Humans and Microsoft:

"If you’re going to post the same content to multiple social networks because you want more people to see and benefit from that content, feel free to cross-promote but make sure you tailor the text to suit the network you’re posting it on and the audience that will be seeing your post. If you’re going to post the same content to multiple social networks just as a “filler”, please don’t."

Read: Why You Should Never Cross Post on Social Media

The "filler" Donker speaks of is, essentially, spam--quantity over quality. The analogy of email spam is relevant:

A spammer works on the principle of nearly 100% quantity. Blasting emails to millions, regardless of the recipient's preferences, spammers care little about the quality of their content. Instead, spammers play a numbers game, hoping for bare minimum conversions: 1% or less.

Sounds inefficient? Well, it is, in a sense. Yet a 1% conversion for one million emails is still 10,000. Would you like 10,000 customers? Perhaps. But if you're goal is a sustainable business, of course, spam is not the answer. Spam comes at a cost: when you spam, the quality of your brand image is degraded. You might attract 10,000 customers, but you positively repel 990,000 others. This is why we refer to spam as the lowest level of marketing, and why we believe is it entirely inefficient.

Read: Quality over Quantity: A Different View of SEO Marketing

The upshot: Be real. Engage.

The single worst social media mistake is playing the numbers game, favoring quantity--"increasing visibility," in McPadden's words--over quality.

Social Media Marketing with Stepman's SEO

Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective social media marketing campaigns.

Saturday, March 18, 2017

SEO 101: Consumer Email Guide

How do you connect with your customers? Social media? Content marketing? E-newsletters? A successful digital marketing campaign attempts to connect with customers across multiple platforms--ideally with unique content for each.

On this blog, you will find articles about building effective social media campaigns on Facebook, Twitter, and Pinterest as well as "Five Simple Steps for the Social Media Newbie."

We've also written about the value of great content, the centerpiece of any content marketing campaign: "Two Simple Questions to Inspire New Content" and "Content Marketing is Useless Without SEO." 

Both social media and content marketing attempt to accomplish the timeless goal of all marketing campaigns: to attract and engage a targeted audience.

But what if you already have an audience? Call it what you will, audience, target list, or followers, a succinctly defined (and refined) audience is marketing gold.

Consumer Emails: One of 88

The trick to leveraging your audience is much the same as attracting new customers: unique and effective content. Unfortunately, quality content creation is a shortcoming for many--or, really, most--established businesses. Many businesses, in fact, own impressive contact lists to absolutely no avail.

Many businesses send mass emails and newsletters without a great deal of intention--let alone editing or revision, the hallmarks of good writing.

Yet, for some reason, these businesses expect sub-par content to work like magic: to inspire some sort of conversion, like a click through.

A recent Email Statistics Report by The Radicati Group, estimated the average number of consumer emails sent and received each day to be about 88. The average office worker, incidentally, receives 121 emails each day. An impressive targeted list can not change this simple fact: Your email is one of 88--or, perhaps, 121.

So how do you stand out from the crowd? How do you inspire a click through?

Great content is a must. If you're writing emails or e-newsletters to your target list, however, you can improve your conversions by following three simple tips.

This image, from an article entitled "Please Unsubscribe Me: How Many Emails Are Too Many?", makes a strong case for testing the frequency of your emails. Yet most brands face a more elemental question: 
How do you craft a single effective email?


Write a Captivating Title

Obviously, you want your recipients to open your emails. Considering the deluge each person receives each day (88 emails!), you must attract attention from the get-go.

Without a captivating title, that speaks specifically to your target audience's needs or desires, your email will likely never see the light of day.

Writing for HubSpot, Ginny Mineo collected 18 of the Best Email Subject Lines You've Ever Read, from Barack Obama's "Hey" to this humdinger from Thrillist: "DO NOT Commit These Instagram Atrocities."

"I always ask myself one question before opening an email," writes Mineo. "Will opening this email be a waste of time? Typically, the answer to this question is based entirely on the effectiveness of the subject line."

Mineo's article offers helpful insight on how to craft an effective, captivating title. As Obama's "Hey" proves, it's not all about surprising your audience. The key is enticement. When writing a title, you have one goal--to inspire a click.

Design a Succesful Template

Many businesses spend hours creating consumer email content only to waste the content on a poorly-designed layout. The way your email looks is important. Chunky blocks of text, for example, might repel readers. Some experts even advise abandoning paragraphs altogether for lists or bullet points.

Remember, even when your email is opened, your readers are likely pressed for time. Pay attention to font, font size, and paragraph length. Attract readership with a clean, simple presentation.

Salesforce's Pardot, which offers B2B marketing automation, collected 7 Examples of Succesful Email Templates with some helpful tips:

"Research has shown that people scan emails in an “F” shaped pattern," Jenn Hannington writes for Pardot. "Keep this in mind when creating your templates. Important information should be at the top, including your company logo, your call to action, and any key points that you’d like readers to take away from your email."

Beyond the necessity of designing a good template, however, remember: Your actual content is the most important element of a consumer email. We especially like this tip from Hannington, which speaks to a core organic SEO practice:

"If you know your readers’ interests, send them content that’s specifically related to those interests. Add value by including additional content that your recipients might find useful."

Optimize for Mobile

Remember, most of your consumer will be reading emails on mobile devices. As with websites, no one wants to read an email that is not optimized for a mobile device. Make sure your template translates well to email, lest your consumers suffer the indignity of pinching and zooming.

Writing for Marketing Land, Chad White created an insightful guide for optimizing consumer emails for the mobile experience: The Five Levels of Mobile-Friendly Emails.

"What’s certain is that with the majority of B2C brands using mobile-friendly email design," Write writes, "consumer expectations are rising. Increasingly, they’ll be expecting an email and Web experience that works on smartphones and tablets. That also means that if you’re not being mobile-friendly, the risks to your brand image and to subscriber engagement are rising, too."

The word "risk" here is apropos: By neglecting the quality of your consumer emails you do your customers and your brand a disservice--in short, you may do more harm than good.

Content Marketing with Stepman's PC 

If you're looking for an SEO company that understands how to effectively promote websites with 10x content, we suggest contacting our sponsor, Stepman's PC: 215-900-9398 Stepmans PC combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.

Friday, March 10, 2017

SEO vs. Spam: New Google Algorithm Update (Fred), Same Old Story

If spam is the plague of the Internet, organic SEO, if performed correctly and with integrity, is the white knight. Unfortunately, many people associate SEO with spam--a link that likely dates to the mid-1990s, when the first search engines began cataloging and ranking websites.

At the time, many keen entrepreneurs recognized the value of digital marketing. Compared to traditional marketing--on radio and TV, or in the pages of local newspapers or magazines--digital marketing was convenient, effective, and much less costly.

The new market for digital marketing created opportunities for webmasters who understood how to increase website visibility by working with--or often against--the algorithms.

Those working with the algorithms, so-called White Hat SEOs, attempted to make their sites easier for the search engines to "crawl," by creating streamlined pages with precise HTML language. The search engines crawled these websites then returned information, such as relevant keywords and links, to an "index." Once stored in the index, the websites could be retrieved for any number of relevant browser searches.

Those working against the algorithm, so-called Black Hat SEOs, recognized the early emphasis on keywords and links, and attempted to manipulate the algorithms by manipulating code, chiefly placing excessive keywords in each page; and by creating artificial websites, ten, twenty, or more, owned by a single website, and built for the purpose of creating links to the original website.

What distinguished the White Hat from Back Hat at the time was an emphasis on quality over quantity.

Even then, as the effectiveness of SEO, both White Hat and Back Hat, became more apparent, search engines developed new algorithms to curtail keyword abuse and "bad links."

The latter changes were seemingly intended to combat the spammy practices of Black Hat SEO. Yet search engines also developed a paid alternative, Pay Per Click (PPC), which now offered a viable alternative to organic ranking--and the practices of White Hat SEO.

With PPC, website owners pay for each click delivered to their website by a search engine's own advertising. PPC created a new environment online, and may have inadvertently increased spam.

With PPC, most websites, regardless of quality, could now pay for clicks. At the same time, PPC made the challenge of White Hat SEO all the more apparent. Yes, compared to PPC, organic SEO was free, but the practice required knowledge and a studious devotion to detail.

Today, of course, organic SEO is the exact opposite of spam. Spam requires no knowledge, is inattentive to detail, and requires no time commitment.

Unfortunately, early Black Hat practitioners defined SEO for a generation or more.

"Thankfully," as we've noted before, "this practice is increasingly irrelevant, but Black Hat SEO has proved effective in the past. Techniques such as keyword stuffing, link schemes, and the creation of duplicate content continue to haunt the Internet, compromising businesses and personal users alike"

New Google Algorithm Update: Fred

For this reason, Google (and other search engines) continue to perfect the algorithm, and ever so often the SEO world is abuzz with news of a major change. Today, for example, Search Engine Land reported that a "New, unconfirmed Google ranking update [has] shake[d] the SEO world":

"Since yesterday morning," Barry Schwartz writes, "the SEO industry has been watching an unconfirmed Google ranking update that seems to target more of the link quality aspects of the overall algorithm."

The same industry, noting Google's recent step away from reporting on algorithm updates, is calling this update Fred.

Not that Fred.
Does this recent update matter for your site? Hopefully not--hopefully you won't need to give it a second thought. Just like SEO trend articles, we believe you can safely ignore most news about Google's algorithm changes.

What is important, of course, is understanding the difference between practices that may get your site penalized by new algorithm updates and truly organic and timeless practices--in other words, the difference between Black Hat and White Hat SEO.

SEO vs. Spam

Only recently, with the help of Google, has true, organic SEO emerged from the shadow of the Black Hats. Today, organic SEO is a valued practice, which stands in contrast to spam. On its Webmaster Tools "help" page entitled "Do You Need an SEO?", Google cites an email from a spammer that is just plain ridiculous (and funny):

"Dear google.com, I visited your website and noticed that you are not listed in most of the major search engines and directories..."

"Be wary of SEO firms and web consultants or agencies that send you email out of the blue," Google warns. "Amazingly, we get these spam emails too. Reserve the same skepticism for unsolicited email about search engines as you do for 'burn fat at night' diet pills or requests to help transfer funds from deposed dictators."

No one takes spam seriously. Unfortunately, since spam is so often associated with SEO, many website owners do not take SEO seriously. However, to use the hyperbolic language of spam to prove a point: If you're a website owner, this simple mistake could doom your business.

If performed correctly and with integrity, SEO is, indeed, serious business.

A good SEO campaign means the difference between success and failure.

So how do you find a good search engine optimization specialist. Why not trust Google? We suggest asking any potential specialist the following questions from Google:
  • Can you show me examples of your previous work and share some success stories? 
  • Do you follow the Google Webmaster Guidelines? 
  • Do you offer any online marketing services or advice to complement your organic search business? 
  • What kind of results do you expect to see, and in what timeframe? 
  • How do you measure your success? 
  • What's your experience in my industry? 
  • What's your experience in my country/city? 
  • What's your experience developing international sites? 
  • What are your most important SEO techniques? 
  • How long have you been in business? 
  • How can I expect to communicate with you? 
  • Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?
Organic SEO with Stepman's PC

The Organic SEO Blog is sponsored by an SEO specialist who will happily answer each of these questions for you. Alex Stepman, of Stepmans PC is the epitome of the white knight SEO. We believe this blog is a testament to Alex's integrity. After all, our mission is to offer knowledge, with a studious attention to detail. This work, of course, takes time, but we believe we're fighting a good fight against dark practices like spam.

If you're serious about website performance we suggest calling Alex: 215-900-9398. We list this number, of course, to promote Alex, but also to offer a resource for any questions you might have about SEO.

Thursday, March 2, 2017

How Does Google Rank Websites and Keywords?

Online success is often based on a simple measurement: popularity, evident in search engine results. For most search engines, this measurement is based on several criteria or "ranking factors," including website content and the number and quality of incoming links to a website from other sites.

The digital marketing world is crowded with "ranking" resources. By measuring the popularity of keywords, web pages, and websites, these resources claim to help digital marketers improve ranking.

SEMrush offers a ranking tool as part of its "All-in-one Marketing Toolkit," which claims to "boost digital marketing efforts."

Moz Pro's Rank Tracker, billed as "Your Search Engine Rank Tracking Tool," claims "to save time and improve your SERP rankings."

Many digital marketing websites offer similar ranking services, each providing unique scores based on unique parameters.

No doubt, these tools can be helpful, especially for enterprising website owners. In essence, however, these tools replicate the work of search engines

As Moz Pro notes, "Moz Pro’s powerful rank tracking software tool retrieves search engine rankings for pages and keywords, and stores them for easy comparison later. No need to manually check daily."

This "manual check," of course, refers to a daily search. For many websites, in fact, Google is the only necessary tool to measure the ranking of different websites, pages, and keywords. The "tools" offered by Moz and others are helpful for some, but not helpful for all. For many websites, entry into the digital marketing world relies on a streamlined view--and no tool offers the ease and accessibility of Google.

Why Google? If a digital marketing firm uses the term "website ranking," and promises a "high" website ranking, they are likely talking about Google ranking, and nothing else.

To check a "ranking," a simple search is often all you need.

So How Does Google Rank Websites?

In a recent announcement about its core algorithm, Google referred to "200 unique signals or 'clues' that make it possible to surface what you might be looking for." These signals, often referred to as "ranking factors," are a popular source of speculation for SEO experts. In the end, though, much of the speculation is exactly--mere speculation.

The top ranking page (on Google) for "Google's Ranking factors" is Backlinko's "complete list" of 200 ranking factors. However, Brian Dean, Backlinko's founder, admits upfront: "Some are proven. Some are controversial. Others are SEO nerd speculation."

As we noted above, though, the important ranking factors are obvious.

In the recent algorithm announcement, Google clarified some important factors: "These signals include things like the specific words that appear on websites, the freshness of content, your region and PageRank."

PageRank, incidentally, is generally believed to be a measure of the quality of incoming links. PageRank is not to be confused with RankBrain, another component of Google's algorithm, which uses machine learning to gather information about websites, and which was confirmed by Google to be the "third most important factor."

Google has also seemingly confirmed the top two ranking factors. As Search Engine Land reported last year, "In a Q&A with Google, Andrey Lipattsev, a Search Quality Senior Strategist at Google, said the other two factors were links and content."

 "I can tell you what they are," Lippattsev said. "It is content. And it’s links pointing to your site."

Inbound links--"links pointing to your site"--can come from anywhere: blog, forums, personal websites, corporate websites. Google treats each incoming link as a "vote," although some votes count more than others. A link from The New York Times, for example is more important than a link from your mother's blog. Still, every link counts: When another website creates a link to your website, they are saying to Google, and the rest of the web, "This is a good website."

This vote, of course, is about your content. The best content is relevant to your audience, yet also relevant to another website's readers. 

So Google uses RankBrain and PageRank, two algorithm tools, to measure the quality of your content and links. Based on these measurements, your website is compared to other websites and ranked.

Of course, each ranking is relevant only to a specific keyword search. For this reason, most digital marketing and SEO campaigns try, first, to achieve a high ranking for several keywords.

What is Keyword Ranking? 

Most successful websites are optimized for specific keywords. (Please read our post on the difference between optimizing for keywords alone and quality content). So what does keyword ranking mean? 

A keyword is the word or phrase you type into a browser. When you perform a search for any given keyword, Google scours its database to find examples of websites that match your query. Imagine all of these websites are well-optimized; all deserve to be on the Google’s first page results. However, there are only twelve available spots per page. So who will occupy the top spots? To deliver the best results, Google compares websites by rank. Let's say out of thirty well-optimized websites eight have high rankings--only these websites will appear on the first page results. All other websites will be placed on the second and third page results.

This is, in essence, the definition of a high ranking as well as"keyword" ranking: a website that beats other well-optimized sites because it has received many clicks, or many incoming links, based on a certain keywords. 

How Important is Ranking?


For most websites, a first page ranking is a perennial, yet often elusive goal. However, a first-page ranking does not necessarily equate to increased profits. As Josh Stelmle notes in Forbes: "Search engine rank is the metric focused on more widely than any other, and yet in only rare cases is it the metric that matters most."

What matters more than ranking? Well, a ranking is only as important relative to the amount of traffic your website can convert into profits. Too often websites focus on ranking, but neglect this crucial point:

Increasing traffic to your site is a pivotal goal, but true success requires the right traffic: targeted visitors, interested in your product or service. SEO is about refining a website's content and design to attract this targeted audience, the sort of audience most likely to lead to conversions--when a visitor performs a desired action, like purchasing a product or clicking a link.

So don't worry too much about ranking. Instead, focus on satisfying the needs and desires of your ideal customer. If you do this, the top ranking will come, but it won't matter--you'll already be profitable. 

Digital Marketing & Website SEO with Stempan's PC!

To build an effective, fully-optimized website, you'll need the help of many experienced professionals to perform different tasks. Or you can call one multifaceted company. Stepman's PC is the rare company that offers a host of SEO and marketing professionals to optimize your website. Contact Stepman's PC today to learn how you can improve your website's performance: 215-900-9398.