Category: Search Engine Optimization

Beyond Google Algorithm Changes: The Future of SEO

beyond google algorithm changes

Google has just changed how they treat redirects.

That doesn’t sound all that exciting, but in the SEO community, it’s kind of a big deal.

It used to be that 302 redirects – that’s the temporary kind – did not pass any link equity, only 301 permanent redirects did that. No “juice” flowed to the new page when the wrong redirect was used, much to the chagrin of non-technical web site owners. read more

The Conversion Rate Optimization Reading List

There was a point when online marketing jobs were very separate.

  • search engine optimization (SEO) experts cared about how many people got to the web site,
  • web usability experts cared about whether those visitors left immediately because something was broken,
  • conversion rate optimization (CRO) experts cared about the set of those visitors who got to the cart, and
  • web analytics experts created reports about those visitors

There’s not one single event that led to tasks from those fields merging, but today, knowing just one aspect of online marketing just isn’t going to cut it. If you’re serious about conversion rate optimization, you’re going to need to pick up more than the traditional web site testing skills. read more

Google, Machine Learning, and Marketers: The Least You Need to Know

google, deep learning & marketers

Ask almost any SEO what Google uses to rank web sites, and you’ll get roughly the same answer:

  • Google has over 200 ranking factors, and their relative weights are unknown to the public.
  • Google runs thousands of experiments, so those weights move around.
  • Sometimes engineers at Google can confirm things, like page speed being a factor.

Google has worked roughly that way for a while now – putting different ingredients into the recipe via a test, then checking if people like the result. (Good results: users don’t pogo stick back to the search results page after clicking on a result, high click-through rate without changing the query, etc.) read more

The Brick and Click Manifesto: Making the Most Out of Combined Offline and Online Businesses

brick and click manifesto

Purely online businesses have enough differences from strictly brick and mortar presences that a lot of people often forget about the potential synergy.

That’s a shame, because for those who actually have both, there’s a lot of cross-channel benefits to be had. From smart campaign links on posters and brochures to improving SEO in creative and unusual ways, there’s a myriad of ways to benefit from combining efforts on both channels. read more

Is Web Usability a Google Search Ranking Factor?

web usability & google search ranking

Most online marketers have too much going on – attempting to keep pay-per-click campaigns profitable, trying to create content that aids Search Engine Optimization (SEO), tweaking the web site to present information better, improve the User Experience (UX) and lower the bounce rate, managing mobile variations or Responsive Web Design (RWD) projects, running split and multivariate tests to improve conversion rates – the list can be daunting. read more

SEO versus UX: Are the Two Fields Frenemies?

seo vs ux

When someone mentions UX, the association is usually good – you’re crafting great experiences for people who matter. Google searchers seem to regard it pretty well:

By the way, the one thing that looks bad there, “user experience is like a joke,” isn’t a bad thing at all. It finishes, “if you have to explain it, it must not be very good.” read more

Search Phrase Targeting is Dying – What Do You Need to do to Adapt?

These past few years have not been kind to “old school” search engine professionals.

Let’s clarify that a little bit – the SEOs who are building communities and answering questions in the best possible way, the ones who go out of their way to create a good user experience around a topic (coincidentally, those also sound like really good conversion professionals, or good usability experts) – those SEOs are fine, and doing better than ever. read more