Improve My Search Ranking https://www.improvemysearchranking.com Fri, 10 Sep 2021 08:00:01 +0000 en-US hourly 1 https://wordpress.org/?v=4.5.24 Bing’s Content Submission API allows instant indexing https://www.improvemysearchranking.com/bings-content-submission-api-allows-instant-indexing/ https://www.improvemysearchranking.com/bings-content-submission-api-allows-instant-indexing/#respond Fri, 10 Sep 2021 08:00:01 +0000 https://www.improvemysearchranking.com/?p=16310 Bing has been testing its content submission API for a while; it was launched earlier this year. The API has finally come out of Beta and is not available to everyone. The Bing Content Submission API notifies Bing of any website changes in real time. Therefore, in theory, the API allows webmasters and content creators […]

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Bing has been testing its content submission API for a while; it was launched earlier this year. The API has finally come out of Beta and is not available to everyone.

The Bing Content Submission API notifies Bing of any website changes in real time. Therefore, in theory, the API allows webmasters and content creators to notify Bing of any recent website changes (or new content) in real time and have their website indexed instantly.

The idea behind having a content submission API like this is to reduce the dependence on Bingbot.

According to Fabrice Canal, Principal Program Manager at Bing:

“With an overwhelming response and great feedbacks from website owners who had adopted the API, we are pleased to announce that Bing Content Submission API is now open for all to implement and to start sending their content changes to Bing, not only to reach more relevant users on Bing but also to reduce bingbot crawl load on their sites.”

It is recommended to see the Bing Content Submission API in combination with the Bing URL submission API. This will grant webmasters access to a unified dashboard that they can use to see insights such as latency data for their submissions and indexing stats.

How to use the Bing Content Submission API

Here is a three-step guide:

  1. Verify your website with Bing Webmaster Tools.
  2. Generate an API key in the Bing Webmaster Tools. Here is how to generate the API key:
    1. Log into Bing Webmaster Tools
    2. Click on Settings
    3. Go to the API Access section
    4. Click the Generate API Key button.
  3. Once the API key is generated, integrate it with your website.

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Note: This API key can be used by a user for all verified websites on Bing Webmaster Tools.

The Content Submission API is a big step towards instant indexation and reducing submission latency. However, it is a work in progress, so webmasters may run into issues early on. Also, further adjustments can be made based on the feedback Bing receives.

“We are excited to publicize the API to our users, and we are here listening to your feedback. We will continue to learn and improve at a larger scale and adjust crawl rates for sites implementing the API, so as to give maximum benefit in terms of not only indexation but also crawl load management and freshness of the content to searchers.”

Learn more about the Bing content submission API.

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6 common keyword research mistakes to avoid https://www.improvemysearchranking.com/6-common-keyword-research-mistakes-avoid/ https://www.improvemysearchranking.com/6-common-keyword-research-mistakes-avoid/#respond Wed, 08 Sep 2021 12:30:25 +0000 https://www.improvemysearchranking.com/?p=16315 Keyword research is usually the first and biggest aspect of any SEO strategy. A well-rounded, effective keyword research strategy helps you identify high-traffic, low-competition keywords that are not only relevant to your business and audience but also help generate MQLs and revenue. As you can guess, there is plenty that can go wrong. In this […]

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Keyword research is usually the first and biggest aspect of any SEO strategy. A well-rounded, effective keyword research strategy helps you identify high-traffic, low-competition keywords that are not only relevant to your business and audience but also help generate MQLs and revenue.

As you can guess, there is plenty that can go wrong.

In this article, we have highlighted six common keyword research mistakes that SEO professionals should avoid.

 

1. Ignoring long-tail keywords

 

Head keywords may have a lot more search traffic than long-tail keywords, but it is rarely a good strategy to only go after head keywords.

That’s because head keywords are impossible to rank for. They also don’t represent high commercial intent. So if your keyword strategy is formulated almost entirely on head keywords, you will struggle with traffic as well as ROI.

At the same time, also be mindful of focusing only on long-tail keywords. Websites are rewarded in search results if they show authority on an entire topic. Achieving that exclusively with long-tail keywords is not a possibility.

Therefore, finding the right balance between head keywords and long-tail keywords is the key here.

 

2. Ignoring actual SERP results

 

SEOs spend a lot of time in keyword research tools when they are formulating a keyword strategy. Amidst all that, many of them completely ignore SERP results.

That’s a big mistake that you must always avoid.

By analyzing actual SERP results, you get to know:

  • The actual, real-time status of a keyword,
  • The pages that Google is ranking higher for a particular keyword, and
  • How Google is interpreting the search intent of a keyword, e.g., whether you need a commercial landing page or an educational, long-form blog post to rank for a keyword phrase.

Never underestimate the importance of analyzing SERP results when formulating a keyword strategy.

 

3. Choosing low-trending keyword phrases

 

How often do you check how a shortlisted keyword is performing in Google Trends?

It’s important because creating high-quality and optimising for a keyword is a significant investment of time and money. You do not want to waste your efforts on a keyword that is down-trending at a rapid pace.

You want to invest in evergreen keywords that can consistently drive traffic and revenue for years to come.

 

4. Focusing on irrelevant keywords

 

During your keyword research, you will come across many keywords that have a high search volume. However, you should only pick keywords that are relevant to your business, business goal, target audience, and commercial intent.

Before finalizing a keyword, ask yourself if the keyword is actually relevant to your target audience and business goals. Moreover, will it help drive MQLs and SQLs?

If not, that keyword is irrelevant to you, despite the high search volume it may have.

 

5. Ignoring search intent

 

Interpreting the search intent correctly is a key part of creating an effective keyword strategy. 

No matter how high-quality your website content is, it will not resonate with your audience or generate engagement and revenue for you if it does not correspond with the searcher’s intent.

Before finalizing your keywords, make sure to define the types of search intent each keyword represents. The search intent could be of the following types:

  • Informational — TOF
  • Commercial investigation — MOF
  • Transactional — BOF

 

6. Ignoring competitor analysis

 

Competitor analysis is tremendously helpful when it comes to keyword research and developing a well-rounded keyword strategy. Ignoring competitor analysis is one of the biggest mistakes you can make.

Organic traffic is usually a zero-sum game. Your win means your competitor’s loss, and vice versa. Therefore, make sure to analyze your competitors’ websites, their content, and the keywords that they are targeting.

More importantly, identify their best-performing pages and try to identify their strengths and weaknesses. You will need to do better in order to rank those pages and rank for those keywords.

 

Conclusion

 

A thoroughly conducted keyword strategy is the foundation of an effective SEO plan. However, that foundation crumbles if you make too many basic mistakes when conducting keyword research.

We hope this article helps you avoid some of the common keyword research mistakes that many SEO professionals make. If you have any questions regarding keyword research or just SEO in general, please reach out to us.

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5 marketing areas a good SEO professional should master https://www.improvemysearchranking.com/5-marketing-areas-good-seo-professional-master/ https://www.improvemysearchranking.com/5-marketing-areas-good-seo-professional-master/#respond Wed, 08 Sep 2021 09:00:28 +0000 https://www.improvemysearchranking.com/?p=16300 Search engine optimisation has played a key role in the success of online businesses. It is an excellent medium for driving targeted traffic to your website regularly. However, as the importance and application of search engine optimisation grew, the job of SEO professionals became more complicated and tough. Now, SEO experts do not just need […]

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Search engine optimisation has played a key role in the success of online businesses. It is an excellent medium for driving targeted traffic to your website regularly.

However, as the importance and application of search engine optimisation grew, the job of SEO professionals became more complicated and tough. Now, SEO experts do not just need to know about search engine optimisation. They also need to have a working understanding of many other aspects of digital marketing to be successful.

If you want to be an SEO expert or if you are someone who has been managing SEO on your business website, here are a few key areas that you should master in order to become a well-rounded SEO professional.

1. Audience research

Audience research is much more than just “keyword research”, and it plays an important role in search engine optimisation.

SEO depends heavily on high-quality online content, and you can’t create that content for someone you don’t know anything about. That’s why audience research is often one of the first things you need to complete — even before creating your SEO strategy.

Audience research comes in the form of detailed buyer personas. These personas (or audience profiles) contain information such as:

  • Who is your target audience?
  • What are their demographics?
  • What are their psychographics?
  • What are they interested in?
  • What are their problems?
  • What are the solutions they seek?
  • What type of content do they prefer?
  • What type of content do they engage with?
  • What are their pain points?

Knowing your audience is the first step to creating high-quality content and an effective SEO strategy. It also helps plan your customer journey.

That’s why audience research has become an integral job for SEO professionals — one that you should master if you want to become an expert.

2. Competitor research and analysis

Similar to audience research, competitor research and analysis is another key milestone towards creating and executing an effective SEO strategy.

Without competitor research, you’ll be mostly shooting in the dark. With thorough competitor research, you can determine:

  • What’s working in your industry, 
  • How are your competitors approaching, 
  • What keywords are they targeting, 
  • What are their most successful pages, 
  • Where are they building backlinks from.

Thoroughly analyze your competitors’ websites, read their pages, sign up for their marketing emails, etc.

3. Tracking and attribution

As with every other digital marketing medium, SEO or organic also has a cost attached to it. It all comes down to results. Without proper tracking and attribution, you can’t accurately demonstrate the success of your SEO channel.

That is why having a thorough understanding of analytics, heatmaps, tracking scripts, pixels, and other tracking and attribution mechanisms is crucial.

At the very least, spend some time in Google Analytics (funnels, goals, UTM parameters) and Google Tag Manager to get a feel of how these tools work. Eventually, you will have to master these tracking and attribution tools to become an SEO expert.

4. Link building, outreach, and building relationships

Link-building isn’t a new SEO concept by any means. However, the methods for building backlinks have changed significantly in the last few years.

The previous “build it and they will come” approach does not work as well anymore. That’s mainly because there is a lot of content and websites on the internet now. There is no shortage of competition. Therefore, passively building backlinks does not yield the results you need to be successful.

You need to actively build backlinks through manual outreach, guest posts, and building relationships with other bloggers and influencers in your industry.

This includes working on your social and communication skills and brushing up your email writing skills, in addition to being able to identify valid backlink sources and actually creating those backlinks.

5. UI/UX

UI/UX has become extremely relevant to SEO — especially in the last few years. That’s because search engines, such as Google, have been putting a lot more focus on user experience.

This includes many things, such as:

  • The average time users spend on your website, 
  • How many clicks it takes them to reach their destination on your site, 
  • How soon they find relevant information when they land on the page,
  • Whether they are greeted with content or ads after landing on your website, etc.

While SEO professionals are not expected to be expert UI/UX designers, they need to have a basic understanding of how it all works and ties together.

Good UI/UX is crucial for a good user experience, and without a good user experience, you will find it tough to rank your website on the top of the search engine results page.

Conclusion

SEO isn’t just limited to keyword research and optimisation anymore. There is a lot more that goes into creating and executing a successful SEO strategy.

And if you want to become an SEO expert, you will have to master all these areas and more.

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Google’s “Titlepocalypse” causes a drop in search traffic https://www.improvemysearchranking.com/googles-titlepocalypse-causes-drop-search-traffic/ https://www.improvemysearchranking.com/googles-titlepocalypse-causes-drop-search-traffic/#respond Fri, 03 Sep 2021 08:36:34 +0000 https://www.improvemysearchranking.com/?p=16293 Google’s recent Title Tag update has caused a significant disruption. It has affected roughly 20 percent of search results where Google is not showing publisher title tags.  As a result, websites are losing traffic. The loss of traffic is attributed to poorly rewritten titles on the search engine results pages. It is important to note […]

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Google’s recent Title Tag update has caused a significant disruption. It has affected roughly 20 percent of search results where Google is not showing publisher title tags. 

As a result, websites are losing traffic. The loss of traffic is attributed to poorly rewritten titles on the search engine results pages.

It is important to note that search marketers who shared their data and showed the loss in traffic confirmed that the average position is still the same in the SERPs. It means that they did not lose search rankings but still saw a decline in organic click-through rate and, therefore, organic traffic.

Search marketer Lily Ray was one of the many casualties.

google-titlepocalyps

According to Lily, most of the loss in traffic is due to lower CTR.

google-title-apocalypse

Many other users reported a variety of issues that the title tag updated. Here are some examples of the problems publishers and website owners ran into:

All these problems lead us to wonder if the Google Title Tag update was rushed. It clearly caused a bunch of problems that affected a wide variety of websites and made them lose valuable traffic.

Moreover, it also affected search results in sensitive niches, such as health and medicine. Some instances can even cause a heated debate between the pro-vaccination and anti-vaccination groups.

More problems in Search Console reports

In addition to this, Google also reported that there was a data loss in Search Console that affected reporting on August 23 and August 24.

Google assured that this is only a data loss in Search Console reports and does not affect actual traffic or discovery.

Here is the official statement:

“An internal problem caused a data loss in Search and Discover performance during this period. Users might see a significant data drop in their performance reports during this period. This does not reflect any drop in clicks or impressions for your site, only missing data in Search Console.”

Conclusion

Considering both these events, it is possible that you see relatively poor results in August when reporting traffic for your clients or managers. In that case, you should call out these two instances that may have affected your organic traffic reports for this month.

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A beginner’s checklist for ranking landing pages https://www.improvemysearchranking.com/beginners-checklist-ranking-landing-pages/ https://www.improvemysearchranking.com/beginners-checklist-ranking-landing-pages/#respond Thu, 26 Aug 2021 10:44:36 +0000 https://www.improvemysearchranking.com/?p=16213 Landing pages — generally used for promoting products and services — can be a bit difficult to rank. They are obviously different from SEO-driven, long-form blog posts. Blog posts are more informative and educational in nature. The focus is more about providing relevant information to readers and educating them about a topic. You have more […]

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Landing pages — generally used for promoting products and services — can be a bit difficult to rank. They are obviously different from SEO-driven, long-form blog posts.

Blog posts are more informative and educational in nature. The focus is more about providing relevant information to readers and educating them about a topic. You have more opportunities to get the right keywords and keyword phrases in there and even use important keywords as subheadings. This is especially true when it comes to long-tail keywords.

Landing pages, on the other hand, are more difficult as they are mainly about the product or service you are promoting. In addition, the focus is more on persuasion, engagement, messaging, and conversion — instead of keywords and search rankings.

That’s what makes optimising and ranking landing pages relatively more difficult. 

To make things easier for you, here is a quick checklist that can help you optimise and rank your landing pages.

 

1. Meta title

 

Start with the meta title and try to get important keywords in there.

It’s important to remember that the meta title is different from the page title, and that’s what you can leverage on landing pages. 

The page title might be more related to your product. However, the meta title can have more keywords as it only  appears in the SERPs.

 

2. Meta description

 

Although the meta description may not be as important anymore in terms of keywords and rankings, you still get up to 155 characters that you can use to include your primary, secondary, and other semantically related keywords.

 

3. Heading tags

 

Make sure you are strategically using the different heading tags to your advantage. 

Divide the different content sections of your page by subheadings and use the appropriate heading tag (H2, H3, etc.).  Strategically using subheadings and heading tags can make it easier for Google to find relevant content.

According to Google’s  John Mueller:

“Headings on a page help us to better understand the content on the page. Headings on the page are not the only ranking factor that we have. We look at the content on its own as well.

But sometimes having a clear heading on a page gives us a little bit more information on what that section is about.”

 

4. Keywords in content

 

As John Mueller said in the previous quote, “We look at the content on its own as well.”

Therefore, it is imperative that you use the relevant primary and secondary keywords in the main content. 

As we mentioned earlier, it might be more difficult to naturally include keywords in a landing page than it is to include them in informative blog posts. But try your best.

 

5. Backlinks

 

But content is only one part of the puzzle. Building high-quality, relevant backlinks is another.

Try to get as many relevant backlinks as you can from established websites in your niche. That will help you rank your landing page on the search results. However, getting links to landing pages can be very difficult.

In that case, try guest posting to drive links to your landing page. Second, see if you can include links to your product pages in outgoing press releases.

 

6. Internal links

 

Backlinks can be difficult to get. That means you need to rely on internal links to pass link juice to your landing pages.

Shortlist web pages with a strong link profile. Then create contextual internal links from those pages to your landing page to pass the link juice.

 

7. Outbound links

 

In addition to receiving links, you should also consider creating contextual outbound links to other websites from your landing page. This makes your page more credible and might make it easier for Google to rank it.

However, creating outbound links on landing pages can be a double-edged sword as it can send potential customers away from your page.

 

8. Above-the-fold content

 

Make sure to utilize above-the-fold content as much as possible. Do not put ads or large images that consume the entire above-the-fold area.

Instead, use it for engaging content that pulls readers in.

 

9. Mobile friendliness

 

A landing page that doesn’t work well on mobile devices won’t rank — especially now that Google uses a mobile-first search index.

Make sure your landing page is mobile-friendly and offers a great user experience on smaller screens.

 

10. Website loading speed

 

Lastly, make sure your landing page loads quickly.

A slow-loading page negatively affects conversion rate as well as search rankings.

To learn more about improving web page speed, read our free guide on page speed optimisation.

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Google’s John Mueller on the importance of Core Web Vitals https://www.improvemysearchranking.com/googles-john-mueller-importance-core-web-vitals/ https://www.improvemysearchranking.com/googles-john-mueller-importance-core-web-vitals/#respond Mon, 16 Aug 2021 11:00:50 +0000 https://www.improvemysearchranking.com/?p=16097 We know that Core Web Vitals (CWV) would play a big role as a search engine ranking factor, but by how much?  And is it really that big of a deal that some SEOs — and, especially, Google — have been making it? Google’s John Mueller recently confirmed the importance of Core Web Vitals and […]

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We know that Core Web Vitals (CWV) would play a big role as a search engine ranking factor, but by how much?  And is it really that big of a deal that some SEOs — and, especially, Google — have been making it?

Google’s John Mueller recently confirmed the importance of Core Web Vitals and termed it as “more than a tie-breaker.”

 

Is CWV a big deal?

 

There has been some skepticism about how important Core Web Vitals would be. This started because John Mueller once said about Core Web Vitals that “relevance is still by far much more important.”

A Core Web Vitals FAQ published by Google also downplayed the importance of CVW. The FAQ page mentioned the following:

“Page experience is just one of many signals that are used to rank pages.

Keep in mind that intent of the search query is still a very strong signal, so a page with a subpar page experience may still rank highly if it has great, relevant content.”

 

More than a tie-breaker

 

A post on Reddit recently questioned the importance of Core Web Vitals by asking:

“Anyone else not buying Core Web Vitals?

I just find it hard to believe that this actually becomes a greater part of the ranking algo. Has anyone seen dramatic gains or decreases based on it so far?”

Another poster agreed with the concern and replied:

“I believe Google admitted it’s basically just a tie breaker.”

That’s when Google’s John Mueller chimed in and confirmed that Core Web Vitals is indeed important and worth paying attention to.

“It is a ranking factor, and it’s more than a tie-breaker,” says John Mueller. 

“But it also doesn’t replace relevance. Depending on the sites you work on, you might notice it more, or you might notice it less.

As an SEO, a part of your role is to take all of the possible optimizations and figure out which ones are worth spending time on. Any SEO tool will spit out 10s or 100s of “recommendations”, most of those are going to be irrelevant to your site’s visibility in search.

Finding the items that make sense to work on takes experience.”

 

User experience

 

John also highlighted that CVW helps improve user experience, apart from being an important search engine ranking factor.

“The other thing to keep in mind with core web vitals is that it’s more than a random ranking factor, it’s also something that affects your site’s usability after it ranks (when people actually visit).

If you get more traffic (from other SEO efforts) and your conversion rate is low, that traffic is not going to be as useful as when you have a higher conversion rate (assuming UX/speed affects your conversion rate, which it usually does).

CWV is a great way of recognizing and quantifying common user annoyances.”

 

Conclusion

 

As Google is focusing more and more on user experience, we expect Core Web Vitals to be a bigger part in the future. We also expect Google to introduce similar factors that focus more on user experience — beyond just being search ranking factors.

Learn more about Core Web Vitals

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Why your business needs SEO https://www.improvemysearchranking.com/business-needs-seo/ https://www.improvemysearchranking.com/business-needs-seo/#respond Tue, 10 Aug 2021 13:15:17 +0000 https://www.improvemysearchranking.com/?p=16092 SEO or search engine optimisation is often the most cost-effective and consistent way to bring traffic and potential customers to your business website. However, many businesses still often ignore this traffic medium. There are multiple reasons why some businesses choose to ignore SEO: a lack of SEO understanding, poor experiences with shady SEO agencies in […]

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SEO or search engine optimisation is often the most cost-effective and consistent way to bring traffic and potential customers to your business website. However, many businesses still often ignore this traffic medium.

There are multiple reasons why some businesses choose to ignore SEO: a lack of SEO understanding, poor experiences with shady SEO agencies in the past, and not realizing how important SEO is as a traffic-generation channel.

In this blog post, we will try our best to remedy the third situation. We will list a few big reasons why your business needs SEO and why you should not neglect it.

 

1. The most cost-effective channel

 

In the long term, SEO proves to be the most cost-effective channel for traffic and lead generation.

Once you have built the right SEO foundation for your website and your pages start ranking for important keywords, traffic comes in almost automatically and without spending more money on it.

On the other hand, if you are generating traffic from a paid medium, such as Google Ads, traffic stops as soon as you stop spending. 

That makes SEO or Search Engine Optimisation the most cost-effective channel when it is set up and running.

 

2. Huge market share

 

Compared to other marketing channels, such as social media or email marketing, search has the biggest market share.

Whenever a potential customer wants information, more often than not, they would use a search engine (such as Google) than, say, using a social media website like Facebook

 

3. Authority

 

Authority and credibility play vital roles in the success of an online business. Anybody can buy their way to the top with Google Ads — that does not add credibility.

However, when your business name pops up for a relevant search query (such as ‘best plumbing service in Liverpool’), that adds a ton of credibility. 

Online searchers (potential customers) see your business as an authority in your niche and you as an expert in your industry.

 

4. Insights into customers’ needs, intent, and motivations

 

Organic data also gives you valuable insights into your customers’ needs, wants, intent, and motivations. This data can be used to not only improve your business website’s SEO, but you can also use it to improve other areas and departments of your business.

When you look at organic data in Google Analytics, you see what your customers search for, what they want, and how they engage with your website once they land on it after using a certain search query.

In addition, SEO also helps you understand macro shifts in your industry or niche. You see which products are becoming more popular, how your customers’ search patterns have changed over a period of time, and what is gaining more traction on the SERPs.

 

5. SEO helps improve user experience

 

Not many online businesspersons may realize this, but good SEO helps improve the user experience on your business website. 

You cannot optimize your website for SEO if it does not offer an excellent user experience. This is especially true nowadays with the introduction of Google’s Core Web Vitals and other factors related to page and user experience.

A good user experience not only improves user engagement, but it also helps with a higher conversion rate — which is vital for the revenue and financial health of your online business.

 

6. Automation

 

Perhaps one of the best parts of search engine optimisation or SEO is that once set up, it almost works on autopilot.

You do not have to revisit every page and manually optimize it every week. Pages that are ranking for relevant keywords continue to bring in targeted traffic, leads, and customers, month after month. 

Organic traffic to your website won’t stop as soon as you stop your SEO-related activities. But that is the case with most other digital marketing channels.  For example, to get more traffic via email marketing, you have to continue crafting and sending emails. As soon as you stop sending emails, traffic from that medium stops coming to your website.

Moreover,  with new content and further optimisations, you build on top of the foundation you already have and increase your organic traffic potential by exploring new keywords and topics.

Lastly, this automation allows you to focus on other areas of your online business. 

 

Conclusion

 

As you can see, SEO is an integral part of today’s online business — and one that you must not neglect.

Apart from bringing in free, consistent traffic in an automated fashion, SEO also gives you valuable insights into your customers’ intent and wants. Moreover, it also helps you understand macro market shifts in a timely manner as well as encourages you to improve the user experience on your business website.

Make sure you are fully utilizing this extremely important traffic-generation channel to its full capacity.

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Google shares tips on how to improve search visibility for product pages https://www.improvemysearchranking.com/google-shares-tips-improve-search-visibility-product-pages/ https://www.improvemysearchranking.com/google-shares-tips-improve-search-visibility-product-pages/#respond Fri, 06 Aug 2021 09:38:40 +0000 https://www.improvemysearchranking.com/?p=16028 Ranking product pages can be a bit different than ranking long-form informative blog posts.  Not everyone finds instant success with ranking high-value product pages. In a recent SEO Office Hours session, a person who has been unsuccessfully working on product pages, asked Google’s John Mueller what he could do better. The SEO mentioned that they […]

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Ranking product pages can be a bit different than ranking long-form informative blog posts.  Not everyone finds instant success with ranking high-value product pages.

In a recent SEO Office Hours session, a person who has been unsuccessfully working on product pages, asked Google’s John Mueller what he could do better.

The SEO mentioned that they have been doing SEO for an e-commerce website that has 30-40 products in total. They have been spending time on “regular back-linking process, on-page SEO, and structured data.”

According to them, their efforts on the company blog have yielded results, but it is the product pages that haven’t produced good results.

“It is just that the product page, they don’t rank well.  They don’t rank at all.”

 

The difficulty with ranking product pages

 

As we mentioned earlier, ranking product pages can sometimes be more difficult than ranking blog posts. That’s because promoting product pages and getting backlinks from reputable, industry-relevant websites can be significantly more difficult.

John Mueller also acknowledged the difficulty in ranking the product pages.

“I think that’s always challenging.  And I don’t think that there is a simple trick to make that happen.”

Having said that, John Mueller did share a few valuable tips and ideas to help rank product pages.

 

Google Shopping Feed

 

John Mueller suggested exploring the Google Shopping feed and explained the connection between Google Shopping Feed and Shopping Search results.

“The one thing I would watch out for is if these are products of this ecommerce site, make sure that you have all of the merchant center set up correctly because I don’t know if this is in every country yet, but we do have kind of the Google Shopping Feed where you can …submit your products for free and then we can show those in the Shopping Search results.

And sometimes we mix that in with the normal search results.

So that’s kind of a way to additionally get your products a little bit more visibility.”

 

Internal Links

 

Creating contextual internal links from relevant blog posts to product pages is another tactic that can help improve the search visibility of product pages.

“With regards to the … products themselves, if you’re saying that some of your content like the blog posts are ranking well, but the products aren’t, then sometimes you can help that by making sure that there is clear internal linking between those things.

So the pages where you are seeing that they’re working out well, make sure that there’s really a clear linking from those pages to your actual products.”

However, Mueller also asked to resist the temptation of linking to every product page, because that may dilute the importance of those links and the product pages you are trying to improve rankings for.

“If you have really long kind of blog posts that are ranking, the challenge there might be that it’s very tempting to link to a lot of different products from there.

And by linking to a lot of different products, you’re kind of saying, well, everything is a little relevant, but nothing is really relevant. Whereas if you link to a few products from those pages, then you can really say [that] these are really important products.”

 

Links from the home page

 

In addition, if you have a few very high-profile product pages, you can also link those pages from the home page. There are added benefits of linking to pages directly from the homepage.

“If you say that you have a few products at the moment, then it’s sometimes tempting to link to all of these products from your shop home page.

And if you can find a way to, kind of, funnel that a little better, then that can make it a little bit easier for individual pages to rank better.”

 

Conclusion

 

If you are struggling with ranking product pages, here are some tips that are worth exploring.

It is important to note that, despite using all these ideas and tips, you may still struggle with product pages and their search visibility.

That’s because, sometimes, it is just the competition, and the industry is a bit harder to crack in the SERPs.

“It’s sometimes just that the competition is quite strong, and it takes a while to grow,” said John Mueller.

You can find that conversation and more in this video.

The post Google shares tips on how to improve search visibility for product pages appeared first on Improve My Search Ranking.

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How to mitigate SEO risk after a rebrand https://www.improvemysearchranking.com/mitigate-seo-risk-rebrand/ https://www.improvemysearchranking.com/mitigate-seo-risk-rebrand/#respond Wed, 04 Aug 2021 09:25:08 +0000 https://www.improvemysearchranking.com/?p=16023 Are you thinking of changing your brand name and domain name?  There are many reasons why a business may want a rebrand. However, a rebrand — as exciting as it is — is full of pitfalls and potential issues one must avoid. One of the biggest and most common issues with a rebrand is the […]

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Are you thinking of changing your brand name and domain name? 

There are many reasons why a business may want a rebrand. However, a rebrand — as exciting as it is — is full of pitfalls and potential issues one must avoid.

One of the biggest and most common issues with a rebrand is the potential SEO loss. You risk losing internal link juice, backlinks, brand queries, and more.

However, with a few recommended practices, you can mitigate that risk significantly. 

In this post, we share a few tips on how to minimise potential SEO loss during and after a rebrand.

 

1. Content preservation

 

Before we jump into the nitty-gritty technical details of mitigating SEO risk, it is a better idea to talk about content preservation.

Before you start the rebranding process, jump into your Google Analytics account and identify the best-performing content pages on your website. Identify your best-performing and most valuable pages so you can preserve them.

This audit is also important for when (and if) you decide to later make changes to your content, e.g., combine pages to create long-form SEO guides or to avoid keyword cannibalisation.

Content is a key pillar of SEO. Preserving well-optimised and high-performing content is important, as it can give you a much-needed head-start after the rebrand.

 

2. URL preservation

 

Similar to content preservation, it is also important to preserve your URLs as much as possible.

Note that if you are completely rebranding your business, including changing your business name, there will obviously be changes to URLs. However, keeping URLs as similar as possible can be beneficial.

Therefore, if possible, retain URL structure as best as you can. This practice can have three big benefits:

  • Returning website visitors would feel more at ease because the URL structure would be familiar to them. This improves the website navigation experience.
  • It can also help mitigate the risk by keeping several signals consolidated.
  • Redirects can be made simpler — even with a single rewrite in the htaccess file.

 

3. Set up 301 redirects

 

During the rebrand, you will be doing a lot of redirection. This is an important part of the process — and an easy one to get wrong.

With redirects, you pass the page equity and link juice to a different URL. To ensure the best possible results, make sure to:

  • Set up 301 redirects (permanent redirects)
  • Set up redirects to the correct and relevant page

 

4. Custom 404 pages

 

After the rebrand, you will likely see an increase in 404 errors. It is common because there will be pages that you don’t intend to keep anymore.

One way is to redirect all those pages to the homepage, but we do not recommend it. It not only affects the user experience, but search engines may also see this behaviour as manipulative.

Therefore, we recommend analysing each page that you are about to discard and create relevant 301-redirects. For pages that don’t fit anywhere, it is best to create a custom 404 page with as many details as possible.

A custom 404 page gives you an opportunity to retain users with relevant and helpful links. Moreover, it also allows you to remind website visitors that you have just gone through a rebrand (by mentioning both the old and the new business name).

 

5. Signals

 

One of the most important things after a rebrand is to create signals for Google, notifying them of the rebrand and assisting them in making the connection between the two businesses.

This is extremely important because even after months, you will notice that people would still be searching for your old brand name.

These signals can be of two types:

  • Internal Signals: Internal signals refer to changes done on your own website. This includes creating signals through content, internal links, internal citations and mentions, metadata changes, etc.
  • External Signals: External signals, on the other hand, refer to the creation of relevant signals from external websites. This includes traditional marketing practices, external citations, backlinks, and press releases.

 

Conclusion

 

It is expected to see a drop in search visibility, keyword rankings, organic traffic, and organic MQLs after a rebrand. This happens especially if most of your organic  traffic comes from branded queries.

Things usually improve after a few months. However, it can be costly for many businesses.

The tips we mentioned in this article can be used to mitigate the SEO risk associated with rebranding a business. The process of rebranding does not have to be overwhelming or overly complicated, but you do need a clear action plan to minimise the potential loss of organic traffic and MQLs.

The post How to mitigate SEO risk after a rebrand appeared first on Improve My Search Ranking.

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It’s normal to have 20% of your site unindexed, Google says https://www.improvemysearchranking.com/normal-20-site-unindexed-google-says/ https://www.improvemysearchranking.com/normal-20-site-unindexed-google-says/#respond Sun, 01 Aug 2021 12:00:16 +0000 https://www.improvemysearchranking.com/?p=16218 You may have noticed that Google search crawlers do not index all the pages on your website. Moreover, you will notice that these pages are being discovered but not being crawled. You might think that there is something qualitatively wrong with your website or perhaps your server. While those issues do affect how your site […]

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You may have noticed that Google search crawlers do not index all the pages on your website. Moreover, you will notice that these pages are being discovered but not being crawled.

You might think that there is something qualitatively wrong with your website or perhaps your server.

While those issues do affect how your site is being crawled, they aren’t always the only culprits. This is especially true for bigger websites with lots of web pages.

According to Google’s John Mueller:

“It’s completely normal that we don’t index everything off of the website.

So if you look at any larger website or any even midsize or smaller website, you’ll see fluctuations in indexing. It’ll go up and down and it’s never going to be the case that we index 100% of everything that’s on a website.

So if you have a hundred pages and (I don’t know) 80 of them are being indexed, then I wouldn’t see that as being a problem that you need to fix. That’s sometimes just how it is for the moment.

And over time, when you get to like 200 pages on your website and we index 180 of them, then that percentage gets a little bit smaller.

But it’s always going to be the case that we don’t index 100% of everything that we know about.”

 

Page quality vs. Website quality

 

In addition, John Mueller also shared another interesting insight. According to him, if certain pages are not being indexed, it does not necessarily mean that those pages are of lower quality.

Instead, the issue could be with the overall quality of the website — not just with those pages specifically.

“With regards to the quality, when it comes to understanding the quality of the website, that is something that we take into account quite strongly with regards to crawling and indexing of the rest of the website.

But that’s not something that’s necessarily related to the individual URL.

So if you have five pages that are not indexed at the moment, it’s not that those five pages are the ones we would consider low quality.

It’s more that overall, we consider this website may be to be a little bit lower quality. And, therefore, we won’t go off and index everything on this site.

Because if we don’t have that page indexed, then we’re not really going to know if that’s high quality or low quality.

 

High percentage of non-indexed pages on smaller websites

 

As we just learned, it’s okay for large websites to have up to 20% of pages unindexed. However, for smaller websites, you need to be careful as a high percentage of non-indexed pages may represent a qualitative website issue.

According to John:

“If you have a smaller site and you’re seeing a significant part of your pages are not being indexed, then I would take a step back and try to reconsider the overall quality of the website and not focus so much on technical issues for those [individual] pages.”

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