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Want more construction contracts and booked projects? It all depends on having a great construction website. Your website is not an online brochure—it’s your 24/7 virtual sales rep, capable of generating a massive amount of leads and sales. Regardless if you’re in commercial or residential construction, your target audience expects a seamless, engaging website experience--75% of consumers have judged a company’s credibility based on its website design. If your website is outdated, doesn’t attract traffic, doesn’t convert visitors into leads, or simply isn’t up to your satisfaction, you need professional construction website design services. Swift Digital Marketing Agency specializes in designing websites for construction companies that not only look great but also rank well in search engine results and convert your visitors into clients. Let us help you redesign your website and turn it into your number one sales and marketing tool! CONSTRUCTION WEBSITES Construction Website Design Services Proven to Increase Leads & Sales Want more construction contracts and booked projects? It all depends on having a great construction website. Your website is not an online brochure—it’s your 24/7 virtual sales rep, capable of generating a massive amount of leads and sales. Regardless if you’re in commercial or residential construction, your target audience expects a seamless, engaging website experience--75% of consumers have judged a company’s credibility based on its website design. If your website is outdated, doesn’t attract traffic, doesn’t convert visitors into leads, or simply isn’t up to your satisfaction, you need professional construction website design services. Blue Corona specializes in designing websites for construction companies that not only look great but also rank well in search engine results and convert your visitors into clients. Let us help you redesign your website and turn it into your number one sales and marketing tool!
Our Custom Construction Website Design Services From small general contractor website designs to large construction company websites, we have the website services for you.
What Does it Take to Have a Sales-Driving Construction Website Design? Wondering why your competitors are outperforming you? It most likely has something to do with their website and what’s on it. The best construction websites are visible in search engines, mobile-friendly, fast, secure, and have an optimal user experience.
Our web design services aren’t one size fits all—there are no cookie-cutter solutions, at least not from the best companies. A good website design agency will help you figure out the best type of website for your business. What’s important is that your website is beautiful, thoughtfully laid out, and lead-focused. SHOULD I USE A TEMPLATE OR HAVE MY CONSTRUCTION SITE CUSTOM-DESIGNED? Choosing between a template and a custom-designed construction site will depend on your needs and your budget. Most small businesses will do just fine with a proven template, but if you have a large company, have specific needs, or want a website that doesn’t look like any of your competitors’ you should go for a custom website. WHAT’S THE AVERAGE LIFESPAN OF A WEBSITE? Your website is not a set-it-and-forget-it marketing asset. You need to continually update it to keep up with the modern customer’s expectations. When you’re building construction websites you always need to keep in mind that the average website has a life expectancy of 2-5 years, so be sure to pick a design and platform that won’t be too difficult to update.
WHAT’S INCLUDED IN YOUR WEBSITE DESIGN PACKAGES:
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If search engine optimization is the process of optimizing a website for search, SEOs need at least a basic understanding of the thing they're optimizing! Below, we outline the website’s journey from domain name purchase all the way to its fully rendered state in a browser. An important component of the website’s journey is the critical rendering path, which is the process of a browser turning a website’s code into a viewable page. Knowing this about websites is important for SEOs to understand for a few reasons:
Imagine that the website loading process is your commute to work. You get ready at home, gather your things to bring to the office, and then take the fastest route from your home to your work. It would be silly to put on just one of your shoes, take a longer route to work, drop your things off at the office, then immediately return home to get your other shoe, right? That’s sort of what inefficient websites do. This chapter will teach you how to diagnose where your website might be inefficient, what you can do to streamline, and the positive ramifications on your rankings and user experience that can result from that streamlining. Before a website can be accessed, it needs to be set up!
How a website gets from server to browser
Talk to your developers about async! Something you can bring up with your developers is shortening the critical rendering path by setting scripts to "async" when they’re not needed to render content above the fold, which can make your web pages load faster. Async tells the DOM that it can continue to be assembled while the browser is fetching the scripts needed to display your web page. If the DOM has to pause assembly every time the browser fetches a script (called “render-blocking scripts”), it can substantially slow down your page load. It would be like going out to eat with your friends and having to pause the conversation every time one of you went up to the counter to order, only resuming once they got back. With async, you and your friends can continue to chat even when one of you is ordering. You might also want to bring up other optimizations that devs can implement to shorten the critical rendering path, such as removing unnecessary scripts entirely, like old tracking scripts. Now that you know how a website appears in a browser, we’re going to focus on what a website is made of — in other words, the code (programming languages) used to construct those web pages. The three most common are:
HTML: What a website says HTML stands for hypertext markup language, and it serves as the backbone of a website. Elements like headings, paragraphs, lists, and content are all defined in the HTML. HTML is important for SEOs to know because it’s what lives “under the hood” of any page they create or work on. While your CMS likely doesn’t require you to write your pages in HTML (ex: selecting “hyperlink” will allow you to create a link without you having to type in “a href=”), it is what you’re modifying every time you do something to a web page such as adding content, changing the anchor text of internal links, and so on. Google crawls these HTML elements to determine how relevant your document is to a particular query. In other words, what’s in your HTML plays a huge role in how your web page ranks in Google organic search! CSS: How a website looks CSS stands for "cascading style sheets," and this is what causes your web pages to take on certain fonts, colors, and layouts. HTML was created to describe content, rather than to style it, so when CSS entered the scene, it was a game-changer. With CSS, web pages could be “beautified” without requiring manual coding of styles into the HTML of every page — a cumbersome process, especially for large sites. It wasn’t until 2014 that Google’s indexing system began to render web pages more like an actual browser, as opposed to a text-only browser. A black-hat SEO practice that tried to capitalize on Google’s older indexing system was hiding text and links via CSS for the purpose of manipulating search engine rankings. This “hidden text and links” practice is a violation of Google’s quality guidelines. Components of CSS that SEOs, in particular, should care about:
JavaScript: How a website behaves In the earlier days of the Internet, webpages were built with HTML. When CSS came along, webpage content had the ability to take on some style. When the programming language JavaScript entered the scene, websites could now not only have structure and style, but they could be dynamic. JavaScript has opened up a lot of opportunities for non-static web page creation. When someone attempts to access a page enhanced with this programming language, that user’s browser will execute the JavaScript against the static HTML that the server returned, resulting in a webpage that comes to life with some sort of interactivity. You’ve definitely seen JavaScript in action — you just may not have known it! That’s because JavaScript can do almost anything to a page. It could create a pop-up, for example, or it could request third-party resources like ads to display on your page. Client-side rendering versus server-side rendering JavaScript can pose some problems for SEO, though, since search engines don’t view JavaScript the same way human visitors do. That’s because of client-side versus server-side rendering. Most JavaScript is executed in a client’s browser. With server-side rendering, on the other hand, the files are executed at the server and the server sends them to the browser in their fully rendered state. SEO-critical page elements such as text, links, and tags that are loaded on the client’s side with JavaScript, rather than represented in your HTML, are invisible from your page’s code until they are rendered. This means that search engine crawlers won’t see what’s in your JavaScript — at least not initially. Google says that, as long as you’re not blocking Googlebot from crawling your JavaScript files, they’re generally able to render and understand your web pages just like a browser can, which means that Googlebot should see the same things as a user viewing a site in their browser. However, due to this “second wave of indexing” for client-side JavaScript, Google can miss certain elements that are only available once JavaScript is executed. There are also some other things that could go wrong during Googlebot’s process of rendering your web pages, which can prevent Google from understanding what’s contained in your JavaScript:
Needless to say, while JavaScript does open a lot of possibilities for web page creation, it can also have some serious ramifications for your SEO if you’re not careful. Thankfully, there's a way to check whether Google sees the same thing as your visitors. To see a page how Googlebot views your page, use Google Search Console's "URL Inspection" tool. Simply paste your page's URL into the GSC search bar: From here, click "Test Live URL". After Googlebot has recrawled your URL, click "View Tested Page" to see how your page is being crawled and rendered. Clicking the "Screenshot" tab adjacent to "HTML" shows how Googlebot smartphone renders your page. In return, you’ll see how Googlebot sees your page versus how a visitor (or you) may see the page. In the "More Info" tab, Google will also show you a list of any resources they may not have been able to get for the URL you entered. Understanding the way websites work lays a great foundation for what we’ll talk about next: technical optimizations to help Google understand the pages on your website better. How search engines understand websites. Imagine being a search engine crawler scanning down a 10,000-word article about how to bake a cake. How do you identify the author, recipe, ingredients, or steps required to bake a cake? This is where schema markup comes in. It allows you to spoon-feed search engines more specific classifications for what type of information is on your page. Schema is a way to label or organize your content so that search engines have a better understanding of what certain elements on your web pages are. This code provides structure to your data, which is why schema is often referred to as “structured data.” The process of structuring your data is often referred to as “markup” because you are marking up your content with organizational code. JSON-LD is Google’s preferred schema markup (announced in May ‘16), which Bing also supports. To view a full list of the thousands of available schema markups, visit Schema.org or view the Google Developers Introduction to Structured Data for additional information on how to implement structured data. After you implement the structured data that best suits your web pages, you can test your markup with Google’s Structured Data Testing Tool. In addition to helping bots like Google understand what a particular piece of content is about, schema markup can also enable special features to accompany your pages in the SERPs. These special features are referred to as "rich snippets," and you’ve probably seen them in action. They’re things like:
Remember, using structured data can help enable a rich snippet to be present, but does not guarantee it. Other types of rich snippets will likely be added in the future as the use of schema markup increases. Some last words of advice for schema success:
Tell search engines about your preferred pages with canonicalization. When Google crawls the same content on different web pages, it sometimes doesn’t know which page to index in search results. This is why the rel="canonical" tag was invented: to help search engines better index the preferred version of content and not all its duplicates. The rel="canonical" tag allows you to tell search engines where the original, master version of a piece of content is located. You’re essentially saying, "Hey search engine! Don’t index this; index this source page instead." So, if you want to republish a piece of content, whether exactly or slightly modified, but don’t want to risk creating duplicate content, the canonical tag is here to save the day. Proper canonicalization ensures that every unique piece of content on your website has only one URL. To prevent search engines from indexing multiple versions of a single page, Google recommends having a self-referencing canonical tag on every page on your site. Without a canonical tag telling Google which version of your web page is the preferred one, https://www.example.com could get indexed separately from https://example.com, creating duplicates. "Avoid duplicate content" is an Internet truism, and for good reason! Google wants to reward sites with unique, valuable content — not content that’s taken from other sources and repeated across multiple pages. Because engines want to provide the best searcher experience, they will rarely show multiple versions of the same content, opting instead to show only the canonicalized version, or if a canonical tag does not exist, whichever version they deem most likely to be the original. Distinguishing between content filtering & content penalties There is no such thing as a duplicate content penalty. However, you should try to keep duplicate content from causing indexing issues by using the rel="canonical" tag when possible. When duplicates of a page exist, Google will choose a canonical and filter the others out of search results. That doesn’t mean you’ve been penalized. It just means that Google only wants to show one version of your content. Learn more about canonicalization It’s also very common for websites to have multiple duplicate pages due to sort and filter options. For example, on an e-commerce site, you might have what’s called a faceted navigation that allows visitors to narrow down products to find exactly what they’re looking for, such as a “sort by” feature that reorders results on the product category page from lowest to highest price. This could create a URL that looks something like this: example.com/mens-shirts?sort=price_ascending. Add in more sort/filter options like color, size, material, brand, etc. and just think about all the variations of your main product category page this would create! When we understand what makes their web browsing experience optimal, we can create those experiences for maximum search performance. Ensuring a positive experience for your mobile visitors. Being that well over half of all web traffic today comes from mobile, it’s safe to say that your website should be accessible and easy to navigate for mobile visitors. In April 2015, Google rolled out an update to its algorithm that would promote mobile-friendly pages over non-mobile-friendly pages. So how can you ensure that your website is mobile-friendly? Although there are three main ways to configure your website for mobile, Google recommends responsive web design. Responsive design Responsive websites are designed to fit the screen of whatever type of device your visitors are using. You can use CSS to make the web page "respond" to the device size. This is ideal because it prevents visitors from having to double-tap or pinch-and-zoom in order to view the content on your pages. Not sure if your web pages are mobile friendly? You can use Google’s mobile-friendly test to check! AMPAMP stands for Accelerated Mobile Pages, and it's used to deliver content to mobile visitors at speeds much greater than with non-AMP delivery. AMP is able to deliver content so fast because it delivers content from its cache servers (not the original site) and uses a special AMP version of HTML and JavaScript. As of 2018, Google started switching websites over to mobile-first indexing. That change sparked some confusion between mobile-friendliness and mobile-first, so it’s helpful to disambiguate. With mobile-first indexing, Google crawls and indexes the mobile version of your web pages. Making your website compatible to mobile screens is good for users and your performance in search, but mobile-first indexing happens independently of mobile-friendliness. This has raised some concerns for websites that lack parity between mobile and desktop versions, such as showing different content, navigation, links, etc. on their mobile view. A mobile site with different links, for example, will alter the way in which Googlebot (mobile) crawls your site and sends link equity to your other pages. Improving page speed to mitigate visitor frustration Google wants to serve content that loads lightning-fast for searchers. We’ve come to expect fast-loading results, and when we don’t get them, we’ll quickly bounce back to the SERP in search of a better, faster page. This is why page speed is a crucial aspect of on-site SEO. We can improve the speed of our web pages by taking advantage of tools like the ones we’ve mentioned below. Click on the links to learn more about each.
Images are one of the number one reasons for slow-loading web pages! In addition to image compression, optimizing image alt text, choosing the right image format, and submitting image sitemaps, there are other technical ways to optimize the speed and way in which images are shown to your users. Some primary ways to improve image delivery are as follows: There are more than just three image size versions! It’s a common misconception that you just need a desktop, tablet, and mobile-sized version of your image. There are a huge variety of screen sizes and resolutions. Learn more about SRCSET 1. SRCSET: How to deliver the best image size for each deviceThe SRCSET attribute allows you to have multiple versions of your image and then specify which version should be used in different situations. This piece of code is added to the <img> tag (where your image is located in the HTML) to provide unique images for specific-sized devices. This is like the concept of responsive design that we discussed earlier, except for images! This doesn’t just speed up your image load time, it’s also a unique way to enhance your on-page user experience by providing different and optimal images to different device types. 2. Show visitors image loading is in progress with lazy loadingLazy loading occurs when you go to a webpage and, instead of seeing a blank white space for where an image will be, a blurry lightweight version of the image or a colored box in its place appears while the surrounding text loads. After a few seconds, the image clearly loads in full resolution. The popular blogging platform Medium does this really well. The low resolution version is initially loaded, and then the full high resolution version. This also helps to optimize your critical rendering path! So while all of your other page resources are being downloaded, you’re showing a low-resolution teaser image that helps tell users that things are happening/being loaded. For more information on how you should lazy load your images, check out Google’s Lazy Loading Guidance. Improve speed by condensing and bundling your files Page speed audits will often make recommendations such as “minify resource,” but what does that actually mean? Minification condenses a code file by removing things like line breaks and spaces, as well as abbreviating code variable names wherever possible. “Bundling” is another common term you’ll hear in reference to improving page speed. The process of bundling combines a bunch of the same coding language files into one single file. For example, a bunch of JavaScript files could be put into one larger file to reduce the amount of JavaScript files for a browser. By both minifying and bundling the files needed to construct your web page, you’ll speed up your website and reduce the number of your HTTP (file) requests. Improving the experience for international audiencesWebsites that target audiences from multiple countries should familiarize themselves with international SEO best practices in order to serve up the most relevant experiences. Without these optimizations, international visitors might have difficulty finding the version of your site that caters to them. There are two main ways a website can be internationalized:
Sites that target speakers of multiple languages are considered multilingual websites. These sites should add something called an hreflang tag to show Google that your page has copy for another language. Learn more about hreflang.
Sites that target audiences in multiple countries are called multi-regional websites and they should choose a URL structure that makes it easy to target their domain or pages to specific countries. This can include the use of a country code top level domain (ccTLD) such as “.ca” for Canada, or a generic top-level domain (gTLD) with a country-specific subfolder such as “example.com/ca” for Canada. Learn more about locale-specific URLs. Establishing authority so that your pages will rank highly in search results. Call Swift for more: Swift Digital Marketing: (216) 339-6041 Let's talk about local SEO without physical premises. Not the Google My Business kind — the kind of local SEO that job boards, house listing sites, and national delivery services have to reckon with.
Should they have landing pages, for example, for "flower delivery in London?" This turns out to be a surprisingly nuanced issue: In some industries, businesses are ranking for local terms without a location-specific page, and in others local pages are absolutely essential. I've worked with clients across several industries on why these sorts of problems exist, and how to tackle them. How should you figure out whether you need these pages, how can you scale them and incorporate them in your site architecture, and how many should you have for what location types? Ever heard of Maslow's hierarchy of needs? It's a theory of psychology that prioritizes the most fundamental human needs (like air, water, and physical safety) over more advanced needs (like esteem and social belonging). The theory is that you can't achieve the needs at the top without ensuring the more fundamental needs. Love doesn't matter if you don't have food. Our founder, made a similar pyramid to explain the way folks should go about SEO, and we've affectionately dubbed it "Mozlow's hierarchy of SEO needs." The foundation of good SEO begins with ensuring crawl accessibility, and moves up from there. Using this beginner's guide, we can follow these seven steps to successful SEO:
Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query. Search engines do all of this by discovering and cataloguing all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as “crawling and indexing,” and then ordering it by how well it matches the query in a process we refer to as “ranking.” We’ll cover crawling, indexing, and ranking in more detail in the next chapter. SEO is also one of the only online marketing channels that, when set up correctly, can continue to pay dividends over time. If you provide a solid piece of content that deserves to rank for the right keywords, your traffic can snowball over time, whereas advertising needs continuous funding to send traffic to your site. Search engines are getting smarter, but they still need our help. Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results. Google Webmaster Guidelines Basic principles:
Basic principles:
Local, national, or international SEO? Local businesses will often want to rank for local-intent keywords such as “[service] + [near me]” or “[service] + [city]” in order to capture potential customers searching for products or services in the specific locale in which they offer them. However, not all businesses operate locally. Many websites do not represent a location-based business, but instead target audiences on a national or even an international level. Know your website/client’s goals Every website is different, so take the time to really understand a specific site’s business goals. This will not only help you determine which areas of SEO you should focus on, where to track conversions, and how to set benchmarks, but it will also help you create talking points for negotiating SEO projects with clients, bosses, etc. What will your KPIs (Key Performance Indicators) be to measure the return on SEO investment? More simply, what is your barometer to measure the success of your organic search efforts? You'll want to have it documented, even if it's this simple: For the website ____________, my primary SEO KPI is ____________.Here are a few common KPIs to get you started:
And if your business has a local component, you’ll want to define KPIs for your Google My Business listings, as well. These might include:
You may have noticed that things like “ranking” and “traffic” weren’t on the KPIs list, and that’s intentional. “But wait a minute!” You say. “I came here to learn about SEO because I heard it could help me rank and get traffic, and you’re telling me those aren’t important goals?” Not at all! You’ve heard correctly. SEO can help your website rank higher in search results and consequently drive more traffic to your website, it’s just that ranking and traffic are a means to an end. There’s little use in ranking if no one is clicking through to your site, and there’s little use in increasing your traffic if that traffic isn’t accomplishing a larger business objective. For example, if you run a lead generation site, would you rather have:
If you’re using SEO to drive traffic to your site for the purpose of conversions, we hope you’d pick the latter! Before embarking on SEO, make sure you’ve laid out your business goals, then use SEO to help you accomplish them — not the other way around. SEO accomplishes so much more than vanity metrics. When done well, it helps real businesses achieve real goals for their success. Flexible, Powerful: Our Custom Full-Service Digital Marketing Company. There’s no one right way to do digital marketing for businesses. In fact, even the right marketing strategy for your business might not be right all the time.
As your business needs to change, whether seasonally or permanently, your marketing strategy should change with it. That’s where our custom full-service digital marketing comes in! This premier service is our most comprehensive, flexible, and data-driven digital marketing solution. We work directly with you to develop a Custom Marketing Plan with monthly campaigns designed to achieve your goals and operate within your budget. No cherry-picking services – instead, we recommend and execute the tactics we believe will deliver the best results. How Does Custom Digital Marketing Work? Custom Full-Service Digital Marketing is a 2-Phase program: Planning and Execution. It works because we take the time to learn about your business, understand your market, review your existing web presence, and then develop a full marketing plan. Phase 1: Discovery and Planning Before we can do our best work, we need to learn as much as we can! Phase 1 includes:
Phase 2: Execution and Consultation With your plan in place, we execute the approved campaigns, facilitating all setups, reviews, and approvals needed on a monthly basis. This ongoing service includes:
Cal Swift Today: (216) 339-6041 What is the first thing you do when you need new marketing ideas?
What about when you decide it’s time to change the way you keep the books finally? Or even notice a flat tire in the car? My guess: you turn to Google. But did you know that 89% of B2B buyers and 81% of online shoppers do the same? Faced with a problem, challenge or even a choice, they google it. Simply. And so, it’s a cold, harsh truth that without at least some presence in Google, your business is unlikely to survive long. In this guide, you’ll discover a strategy to build this presence — Search Engine Optimization (SEO.) You’ll learn what SEO is, how it works, and what you must do to position your site in search engine results. But before we begin, I want to reassure you of something. So many resources make SEO complex. They scare readers with technical jargon, focus on advanced elements, and rarely explain anything beyond theory. I promise you, this guide isn’t like that. In the following pages, I’m going to break SEO into its most basic parts and show you how to use all its elements to construct a successful SEO strategy. (And to stay up-to-date on SEO strategy and trends. Keep on reading to understand SEO, or jump ahead to the section that interests you most.
What is SEO? At its core, SEO focuses on nothing else but expanding a company’s visibility in the organic search results. It helps businesses rank more pages higher in SERPs (Search Engine Result Pages.) And in turn, drive more visitors to the site, increasing chances for more conversions. When asked to explain what SEO is, I often choose to call it a strategy to ensure that when someone googles your product or service category, they find your website. But this simplifies the discipline a bit. It doesn’t take elements like different customer information needs into consideration. However, it does reveal its essence. In short, SEO drives two things — rankings and visibility. Rankings This is a process that search engines use to determine where to place a particular web page in SERPs. Visibility This term describes how prominent a particular domain is in search engine results. With high visibility, your domain is prominent in SERPs. Lower search visibility occurs when a domain isn’t visible for many relevant search queries. Both are responsible for delivering the main SEO objectives – traffic and conversions. There is one more reason why you should be using SEO. The discipline helps you position your brand throughout almost the entire buying journey. In turn, it can ensure that your marketing strategies match the new buying behavior. Because, as Google admitted themselves — customer behavior has changed forever. Today, more people use search engines to find products or services than any other marketing channel. 18% more shoppers choose Google over Amazon. 136% more prefer the search engine to other retail websites. And B2B buyers conduct up to 12 searches, on average, before engaging with a brand. What's more, they prefer going through the majority of the buying process on their own. 77% people research a brand before engaging with it. Forrester revealed that 60% of customers do not want any interaction with salespeople. Further, 68% prefer to research on their own. And 62% have developed their own criteria to select the right vendor. What’s more, this process has never been more complicated. Finally, Demand Gen’s 2017 B2B Buyer’s Survey found that 61% of B2B buyers start the buying process with a broad web search. In comparison, only 56% go directly to a vendor’s website. But how do they use search engines during the process? Early in the process, they use Google to find information about their problem. Some also inquire about potential solutions. Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources. And so, the only chance for customers to notice and consider you is by showing up in their search results. Featured Resource
How does Google know how to rank a page? Search engines have a single goal only. They aim to provide users with the most relevant answers or information. Every time you use them, their algorithms choose pages that are the most relevant to your query. And then, rank them, displaying the most authoritative or popular ones first. To deliver the right information to users, search engines analyze two factors:
And to analyze all this information they use complex equations calledsearch algorithms. Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy. As you’ll shortly see, adding more content, optimizing image filenames, or improving internal links can affect your rankings and search visibility. And that’s because each of those actions improves a ranking factor. Three Core Components of a Strong SEO Strategy To optimize a site, you need to improve ranking factors in three areas — technical website setup, content, and links. So, let’s go through them in turn. 1. Technical Setup For your website to rank, three things must happen: First, a search engine needs find your pages on the Web. Then, it must scan them to understand their topics and identify their keywords. And finally, it needs to add them to its index — a database of all the content it has found on the web. This way, its algorithm can consider displaying your website for relevant queries. Seem simple, doesn’t it? Certainly, nothing to worry about. After all, since you can visit your site without any problem, so should Google, right? Unfortunately, there is a catch. A web page looks different for you and the search engine. You see it as a collection of graphics, colors, text with its formatting, and links. To a search engine, it’s nothing but text. As a result, any elements it cannot render this way remain invisible to the search engine. And so, in spite of your website looking fine to you, Google might find its content inaccessible. Let me show you an example. Here’s how a typical search engine sees one of our articles. It’s this one, by the way, if you want to compare it with the original. Notice some things about it:
That’s where technical setup, also called on-site optimization, comes in. It ensures that your website and pages allow Google to scan and index them without any problems. The most important factors affecting it include: Website navigation and links Search engines crawl sites just like you would. They follow links. Search engine crawlers land on a page and use links to find other content to analyze. But as you’ve seen above, they cannot see images. So, set the navigation and links as text-only. Simple URL structureSearch engines don’t like reading lengthy strings of words with complex structure. So, if possible, keep your URLs short. Set them up to include as little beyond the main keyword for which you want to optimize the page, as possible. Page speedSearch engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality. Many website elements can affect it. Image size, for example. Use Google’s Page Speed Insights Tool for suggestions how to improve your pages. Dead links or broken redirectsA dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide poor user experience but also, prevent search engines from indexing your content. Sitemap and Robots.txt files A sitemap is a simple file that lists all URLs on your site. Search engines use it to identify what pages to crawl and index. A robots.txt file, on the other hand, tells search engines what content not to index (for example, specific policy pages you don’t want to appear in search.) Create both to speed up crawling and indexing of your content. Duplicate contentPages containing identical or quite similar content confuse search engines. They often find it near impossible to determine what content they should display in search results. For that reason, search engines consider duplicate content as a negative factor. And upon finding it, can penalize a website by not displaying any of those pages at all. Featured Resource
2. Content Every time you use a search engine, you’re looking for content— information on a particular issue or problem, for example. True, this content might come in different formats. It could be text, like a blog post or a web page. But it could also be a video, product recommendation, and even a business listing. It’s all content. And for SEO, it’s what helps gain greater search visibility. Here are two reasons why:
While crawling a page, they determine its topic. Analyzing elements like page length or its structure helps them assess its quality. Based on this information, search algorithms can match a person’s query with pages they consider the most relevant to it. The process of optimizing content begins with keyword research. Keyword Research SEO is not about getting any visitors to the site. You want to attract people who need what you sell and can become leads, and later, customers. However, that’s possible only if it ranks for the keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you. And that’s even if your website appeared at the top of the search results. That’s why SEO work starts with discovering what phrases potential buyers enter into search engines. The process typically involves identifying terms and topics relevant to your business. Then, converting them into initial keywords. And finally, conducting extensive research to uncover related terms your audience would use. We’ve published a thorough guide to keyword research for beginners. It lays out the keyword research process in detail. Use it to identify search terms you should be targeting. With a list of keywords at hand, the next step is to optimize your content. SEOs refer to this process as on-page optimization. On-Page Optimization On-page optimization, also called on-page SEO, ensures that search engines a.) understand a page’s topic and keywords, and b.) can match it to relevant searches. Note, I said “page” not content. That’s because, although the bulk of on-page SEO work focuses on the words you use, it extends to optimizing some elements in the code. You may have heard about some of them — meta-tags like title or description are two most popular ones. But there are more. So, here’s a list of the most crucial on-page optimization actions to take. Note: Since blog content prevails on mostwebsites,when speaking of those factors, I’ll focus on blog SEO — optimizing blog posts for relevant keywords. However, all this advice is equally valid for other page types too. Featured Resource
a) Keyword Optimization First, ensure that Google understands what keywords you want this page to rank. To achieve that, make sure you include at least the main keyword in the following:
The alt tag, on the other hand, is text browsers display instead of an image (for visually impaired visitors.) However, since ALT tag resides in the image code, search engines use it as a relevancy signal as well. Also, add semantic keywords — variations or synonyms of your keyword. Google and other search engines use them to determine a page’s relevancy better. Let me illustrate this with a quick example. Let’s pretend that your main keyword is “Apple.” But do you mean the fruit or the tech giant behind the iPhone? Now, imagine what happens when Google finds terms like sugar, orchard, or cider in the copy? The choice what queries to rank it for would immediately become obvious, right? That’s what semantic keywords do. Add them to ensure that your page doesn’t start showing up for irrelevant searches. b) Non-Keyword-Related On-Page Optimization FactorsOn-page SEO is not just about sprinkling keywords across the page. The factors below help confirm a page’s credibility and authority too:
3. Links From what you’ve read in this guide so far, you know that no page will rank without two factors — relevance and authority. In their quest to provide users with the most accurate answers, Google and other search engines prioritize pages they consider the most relevant to their queries but also, popular. The first two areas — technical setup and content — focused on increasing relevancy (though I admit, some of their elements can also help highlight the authority.) Links, however, are responsible for popularity. But before we talk more about how they work, here’s what SEOs mean when talking about links. What is a backlink? Links, also called backlinks, are references to your content on other websites. Every time another website mentions and points their readers to your content, you gain a backlink to your site. For example, this article in Entrepreneur.com mentions our marketing statistics page. It also links to it allowing their readers to see other stats than the one quoted. Google uses quantity and quality of links like this as a signal of a website’s authority. Its logic behind it is that webmasters would reference a popular and high-quality website more often than a mediocre one. But note that I mentioned links quality as well. That’s because not all links are the same. Some — low-quality ones — can impact your rankings negatively. Links Quality FactorsLow quality or suspicious links — for example, ones that Google would consider as built deliberately to make it consider a site as more authoritative — might reduce your rankings. That’s why, when building links, SEOs focus not on buildinganylinks. They aim to generate the highest quality references possible. Naturally, just like with the search algorithm, we don’t know what factors determine a link’s quality, specifically. However, over time, SEOs discovered some of them:
Link BuildingIn SEO, we refer to the process of acquiring new backlinks as link building. And as many practitioners admit, it can be a challenging activity. Link building, if you want to do it well, requires creativity, strategic thinking, and patience. To generate quality links, you need to come up with a link building strategy. And that’s no small feat. Remember, your links must pass various quality criteria. Plus, it can’t be obvious to search engines that you’ve built them deliberately. Here are some strategies to do it:
Now, if you’re still here with me, then you’ve just discovered what’s responsible for your site’s success in search. The next step, then, is figuring out whether your efforts are working. How to Monitor & Track SEO ResultsTechnical setup, content, and links are critical to getting a website into the search results. Monitoring your efforts helps improve your strategy further. Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:
Local SEO Up until now, we focused on getting a site rank in search results in general. If you run a local business, however, Google also lets you position it in front of potential customers in your area, specifically. But for that, you use local SEO. And it’s well worth it. 97% of customers use search engines to find local information. They look for vendor suggestions, and even specific business addresses. In fact, 12% of customers look for local business information every day. What’s more, they act on this information: 75% of searchers visit a local store or company’s premises within 24 hours of the search. But hold on, is local SEO different from what we’ve been talking all along? Yes and no. Search engines follow similar principles for both local and global rankings. But given that they position a site for specific, location-based results, they need to analyze some other ranking factors too. Local search results look different too:
For example, a localpack, the most prominent element of local results, includes almost all information a person would need to choose a business. For example, here are local results Google displays for the phrase “best restaurant in Boston.” Note that these results contain no links to any content. Instead, they include a list of restaurants in the area, a map to show their locations, and additional information about each:
Often, they also include a company’s phone number or website address. All this information combined helps customers choose which business to engage. But it also allows Google to determine how to rank it. Local Search Ranking Factors When analyzing local websites, Google looks at the proximity to a searcher’s location. With the rise of local searches containing the phrase, “near me,” it’s only fair that Google will try to present the closest businesses first. Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number of a page. In local SEO, we refer to it as the NAP. Again, it makes sense, as the search engine needs a way to assess the company’s location. Google assesses authority in local search not just by links. Reviews and citations (references of a business’s address or a phone number online) highlight its authority too. Finally, the information a business includes in Google My Business — the search engine’s platform for managing local business listings — plays a huge part in its rankings. The above is just the tip of the iceberg. But they are the ones to get right first if you want your business to rank well in local search. What is black hat SEO? The final aspect of SEO I want to highlight to you is something I also hope you’ll never get tempted to use. I mean it. Because, although it might have its lure, using black hat SEO typically ends in a penalty from search listings. Black hat practices aim at manipulating search engine algorithms using strategies against search engine guidelines. The most common black hat techniques include keyword stuffing, cloaking (hiding keywords in code so that users don’t see them, but search engines do,) and buying links. So, why would someone use black hat SEO? For one, because, often, ranking a site following Google’s guidelines takes time. Long time, in fact. Black hat strategies let you cut down the complexity of link building, for example. Keyword stuffing allows to rank one page for many keywords, without having to create more content assets. But as said, getting caught often results in a site being completely wiped out from search listings. And the reason I mention it here is that I want you to realize that there are no shortcuts in SEO. And be aware of anyone suggesting strategies that might seem too good to be true. SEO Resources & Training This guide is just a starting point for discovering SEO. But there’s much more to learn. Here are online training resources to try next: You can also pick SEO knowledge from industry experts and their blogs. Here are some worth reading:
By increasing your search visibility, you can bring more visitors, and in turn, conversions and sales. |
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