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Website Mobile Optimization

As of April 2017, Google has started to penalize sites that are not mobile optimized by bumping down their search engine ranking.

More and more users are consuming content on mobile devices, and not being mobile optimized is going to affect user experience and conversion.

It is particularly important for B2B marketers. Research has shown that 77 percent of executives use their smartphone to research a product or service for their business.

Business executives use mobile devices to research products and services for their businesses.

It’s not just for B2B websites either. Companies like Yelp that act as search directories connecting consumers to businesses found that 55% of all searches comes from mobile devices.

If your website has been around for a while, it’s time to test it to make sure it’s compliant.

Number of users accessing the Internet via mobile devices has surpassed the number using desktop.

Social Media Sharing

The number of Facebook shares, Tweets, Pinterest pins and other social media mentions can influence SEO rank.

Installing social sharing buttons on your website not only makes it easy for users to share your content, and thereby improve user experience, it can also help you rank higher on searches.

Social sharing also helps drive purchasing behavior: Nearly 4 in 10 Facebook users report they have gone from liking, sharing or commenting on an item to actually buying it, while 43% of social media users have purchased a product after sharing or liking it on Pinterest, Facebook or Twitter.

In this case study, a pest control company boosted organic traffic by 15% in just 2 weeks after running a campaign aimed to increase social sharing.

Peep Laja managed to get over 40,000 unique visits to his site in month number one, having most of the traffic generated through social media sharing.

To get you started, here are a few social share button plug-ins to try:

  • SumoMe
  • Shareaholic
  • WP Social Sharing

Resolving the conflict between usability and SEO “best practice”

In most cases, elements that contribute to good usability also increase SEO ranking. However, there are instances when conflict my occur:

  • Many content creators “stuff” keywords onto a page to get SEO juice, but that could undermine the readability and user experience of the content.
  • The attempt to get keywords into an article can affect the vocabulary choice of the writer, sometimes making content hard to comprehend.
  • Outbound links can be good for SEO, but too many of them can be distracting and if they are not directly related to the topic at hand, it can impact the reader’s experience.
  • Overloading footers that contain every single page on the site may help with SEO, but it also creates confusion when a visitor is trying to look for certain key pages.
  • Sometimes, particularly in the short term, you may have to make a trade-off between more traffic from SEO and optimal user experience.

Don’t get lured into just comparing numbers – such as visitor numbers and page views. Traffic from SEO may give you higher numbers in the short term, but better user experience can often result in higher conversions.

In the long run, with an eye on conversion and ultimately revenue, it’s often a smart move to prioritize user experience instead of milking every last SEO trick.

Keyword structure counts

There are two ways to look at structure in the SEO world, and both can have a massive effect on your page authority.

Big-picture structure refers to the overall structure and navigation of your site. If your site is easy to navigate, your users will have an easier time finding the information they want, and Google will reward you for such user accommodation. Title your pages appropriately, use a header bar to make your site easy to navigate,

Also make sure there’s a crawlable site-map that lays out your site as a whole. It’s also a good idea to interlink your internal content by connecting many of your internal pages to one another — the shorter the path from any one page to any other page, the more authority you’ll gain in your site, regardless of keywords.

Small-picture structure is more about how each of your pages are laid out.

If you adhere to Google’s traditional structure of having a header, body, sidebars, and footer, and you place appropriate content for each section, Google will have an easier time scanning your page. And it will be able to derive the accurate meaning behind your site without you worrying about including specific keyword phrases.

Page load speed

Both Google and Bing take page-loading speed into account in their website ranking algorithm.

Users may leave your site if they have to wait even just an extra few seconds for each page to load. That would hurt your dwell time, increase your bounce rate and reduce the number of pages viewed – all of which could hurt your SEO ranking.

There are many ways to increase page load speed, some of which include using a caching plug-ins, making sure the code is clean and streamlined, optimizing image sizes, reducing the number of plug-ins, and minimizing redirects.

Useful, high quality, relevant content

“Dwell time” is the amount of time visitors spend on your website and it can affect SEO ranking.

When you provide useful content, visitors tend to stay longer on your website to consume the information and therefore increase the dwell time.

Based on this research, content between 2,000 – 2,500 words seems to rank the highest in search engine results.

Although word count doesn’t rule the SEO world – nobody will read your stuff if it’s not helpful to them – longer content does give you the opportunity to provide more value, include more keywords, incorporate more outbound links, and of course, get people to spend more time reading to increase dwell time.

Another reason to create highly useful content is that when visitors bookmark your content on Chrome, it will improve SEO ranking of your website in Google.

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