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How to Create a Killer Landing Page

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Do you want to increase your ROI dramatically? 

Then you need to create a website that is user friendly, optimized for search engine indexing, and offers something the competition doesn’t.

If you’ve said check, check, check to all three of those but you’re still not getting the results you want, there’s something you’re missing and it might be a killer landing page, or at the very least, some key elements of a killer landing page. 

It may seem like a tiny detail but it has exponential significance in busting the barrier between you and an ROI that makes all the gruelling hours you’re putting in worth it.

Take five minutes and perform a mini audit of your current landing page. If you don’t have one yet, use these points as a little warm up:

Does it…?

  • Convert visitors for free
  • Make a compelling offer
  • Have a clear call to action
  • Appear well on mobile devices
  • Enable sharing to social media platforms
  • Have a clear headline and supporting, scannable copy
  • Contain important keywords in the title, URL, and metatag
  • Include attractive images that show people what they’re getting
  • Clearly outline the benefit to the customer in as few words as possible
  • Say thank you

Don’t be overwhelmed. We’re just putting it all out there so you begin to understand why landing pages are so important. 

We’ll slice it and dice it for you, but first we need to understand what a landing page actually is.

What is a Landing Page and Why Do I Need One?

Think of a landing page like a landing strip at an airport. What do people want to do when they arrive? Get off the plane. 

And how to they want to do that? With as little fuss as possible. They don’t want delays, distractions, or any other nonsense that is going to keep them from their goal.

So to start, ask yourself, what is the goal of someone arriving at my landing page? 

A landing page is a target page on your website where you offer a resource in exchange for information. 

In many cases, a landing page captures information, such as an email address, and provides the user with something for free, such as memberships, an e-book, a consultation, or a free product trial.

You need a landing page because it generates leads for your business that help increase conversions.

Is a Landing Page Different From a Home Page?

In some cases, yes, though it doesn’t have to be. 

It depends on how your business is set up to capture leads. If you have a few lead captures, then creating a landing page that targets each one is ideal for giving your potential customer exactly what they want. 

A home page is a bit too general for the reader who is interested specifically in your e-book offer, for example. You want to serve it to them straight up, without any further navigation required. We’re hungry consumers. We want what we want as quickly and as easily as possible.

To bolster my last point, I broke this landing page business down into three steps so you know exactly what to tackle and why.

STEP 1: Create the Structure

Start with what you’re offering to determine how to structure your page. 

Do you want to rely more heavily on graphics or text? Whatever your offer is, you want to get your customers to convert and shouldn’t cost them anything in time, money (just yet), or effort. 

Quickly, easily, and free are three of the most effective words in ad copy. Make the essence of those words the backbone of your user experience.

Use a 3-step process: 

  1. They arrive at your landing page & click “sign me up!”
  2. They complete the lead capture form to receive their freebie
  3. They receive a confirmation email (if applicable), and an onsite thank you message

Here are some extra tips:

Landing Page Dos:

  • Optimize for mobile
  • Include sharing buttons
  • Use high-quality images
  • Make the page scannable
  • Include 1 or more testimonials
  • Include a relevant lead capture form

Landing Page Don’ts:

  • Make it confusing to convert
  • Distract readers with a navigation menu
  • Use a default token in your confirmation email. Personalize it
  • Forget to include a thank you page

STEP 2: Write SEO Content Like A Pro

You need four basics here: 

  • Attention-grabbing title
  • Scannable copy
  • Title, H1 & Meta Description
  • URL

Each one should be keyword optimized. 

The metatag is arguably the most important piece for users finding your page through an organic search. It needs to be short, descriptive, and compelling enough to make them click through.

Depending on your product or service, the copy should also be short and feed the scanners everything they need to know to convert. 

While some experts recommend longer copy for more expensive offerings, remember, no one is buying anything at this point. They’re just giving their email (or some other information) in exchange for your free offering, which will hopefully (certainly) have them converting with cash soon enough. 

You don’t have to hire an expensive copywriter to do this for you. However, we recommend you find a creative that has experience with digital marketing and SEO, and knows the difference between a landing page and her left thumb (believe it or not, so many don’t). That doesn’t have to cost what a bulletproof Starbucks every day for a month does (if they actually made them), but understand that price is usually indicative of quality so try to get the best quality content writer you can.

A couple takeaways here are:

  1. Focus on the benefits (what the customer wants to achieve), not the features 
  2. More isn’t better; copy should be short and strategic to elicit the right kind of attention

STEP 3: Customize Your Call to Action

Don’t be afraid to sprinkle some personality in your CTA but know that clear is more important than clever.

Buy now, complete form, submit request, get access, are clear commands but they graze the edges of boring. How can you spice up these commands without losing the directness of the message?

Tailor them to your product or service offering. 

If you’re offering an e-book about dog training, a command like “undumbify my dog” is clever but not totally clear (and potentially offensive for the serious dog owners). 

What If You’re Crazy Indecisive?

If you’re looking through piles of images and banging out awesome copy and having super ideas for CTAs and lead capture forms and all the creative ways to say thank you, you might be curious to know which ones are winners.

If in doubt, split test the crap outta several templates (see Crazy Egg’s Complete How To Guide).

This isn’t rocket science, but you also don’t want to treat it like a game of Pin the Tail on the Donkey either. 

Image credit

Here are your key (free) takeaways from all of this:

  • Don’t make your homepage your landing page
  • Use a 3-step structure: landing page, lead capture form, thank you
  • Customize at every opportunity
  • Make it fast, easy & free
  • When in doubt, test it out
  • When 100% sure, still test

Logging out,

Logical Mix

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Step 11 to SEO: Internet Partners

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Have I been building relationships with non-competing companies?

Why would I need to build relationships with non-competing companies, unless they’re stakeholders in my business?

Two things:

First of all, everyone is a stakeholder in your business.

Second, It’s not all about you and your business.

Just kidding! It actually is, but it’s also all about the other guy and how you can help each other out. You know, you scratch my back and I’ll scratch yours.

But rather than risk collecting someone else’s dead skin cells and DNA under your nail bed, let’s view this idiom through the lens of online business and internet marketing.

Forbes noted that “the best way to create a consumer Internet company worth north of a billion dollars is to build a digital transaction business – a company that connects buyers and sellers so they can more efficiently transact.”

So north of a billion dollars is rather ambitious but hey, we also don’t want to limit ourselves so let’s just say that anything is possible.

Now, in my opinion, this statement doesn’t target a particular type of business; this is every company that’s in the business of selling a product or service online.

Let me illustrate:

You have a dog training niche website that sells every possible thing a dog lover could want. Out there in cyberspace, exists a really cool app that measures your dog’s health, sort of like Fitbit, but for your pooch.

With this app, you can time your dog’s walks (and yours, incidentally), find breed-specific diet recommendations, manage your dog’s vet check ups, create a feeding and med schedule, and monitor his vitals. It’s even shareable so when pooch goes to the sitter, they have an automatic detailed set of care instructions without you having to list everything out.

Photo source

This is an ideal non-competing internet partner. You can install a link to download that app on your site, and that app can link to your site for extended, comprehensive information and all the cool doggie merch you sell.

Further, you can also link up with local vets, doggie daycares, and pet insurance companies, so that you’re providing your customer with a toolkit of dog care products and services.

The most important thing in all of this is that they can all drive traffic to your site.

Why Should I Purposefully Create Internet Partners?

It’s probably going to happen organically and randomly after all, why is a strategy necessary?

Think about it this way:

When you hit the gym, it’s for a purpose: to achieve your fitness goals, whatever they are. If you just allow the randomness of Nature or Chaos Theory or the Cosmos to guide you to it, you’ll end up on your couch eating cheese doodles and watching Game of Thrones, wondering why you have to undo the button of your jeans every time you sit down these days (I speak from experience).

The same is true for digital marketing relationships.

Every success starts with a goal.

And every goal starts with a strategy for achieving it.

A strategy involves a set of actions or behaviours that help you reach your goal.

You simply can’t get the goal unless you have some idea of what you’re going to DO (binge eating junk food and watching Netflix ain’t it).

But this is not a blog about productivity (though we could all use a little brush-up on how to be more productive), so I’ll get to the point.

Let’s look at what those actionable steps look like in your Build-BOSS-Net-Buddies strategy (Yes, I just used the word BOSS as a synonym for awesome. No, I’m not 21 and hanging-10).

Step 1: Go Local

Start with citations.

Create online citations so other local online businesses can find you. To learn more about how to do that, check out our Step 5 to SEO blog: Local SEO.

Step 2: Be Present

Develop a social media platform and get active.

I can’t stress how vital this step has become in this Insta-age. People won’t even go to a restaurant these days unless they’ve scoped out entire menus, read related reviews, and seen a catalogue of food pics first.

You need an online presence to be anybody now.

The great part is that it helps you find non-competing companies to hook up with. Even just a few minutes scrolling, searching, hashtagging, and commenting is time well spent.  

Photo source

Step 3: Network

Reach out to other companies and offer them something of value.

Remember the I-scratch-your-back-you-scratch-mine idiom? Here we are. People love givers so be the first to give. You’ve got to give a little to get a little so don’t be afraid to spend your time or expertise helping other people.

This is where you get creative. How can you share your product or service with non-competing companies in a way that truly benefits them and also helps to promote your business?

For example, as a local SEO company in Whitby, Ontario, Canada, I’ve connected with dozens of local businesses in my community through a network called Java Jolt. It’s a member-led group of business people who meet up to help each other out and build a supportive network. From there, my network of contacts exploded and I’ve got partnerships with just about every industry you can imagine. (If you want to know more, check out my interview with Whitby’s Chamber of Commerce).

Now I had a starting point with which to offer my service to companies who needed some digital marketing expertise, perhaps a little nudge in the right direction. This contributed to my professional reputation in all the right ways and I got to meet and help some really cool people and be part of some interesting projects.

The Bottom Line…

Forging new relationships is a vital part of any business development but it’s absolutely crucial for SEO. It’s the other less technical, softer and squishier side of SEO because it deals with real, honest, and often face-to-face interaction if you’re sticking local.

Consider all the people, consumers, businesses or otherwise who search and buy based on recommendation. Consider all the times you’ve searched for a product or service based on someone else’s recommendation.

So the bottom line is, if you want to show up in an online search, Build-Boss-Net-Buddies. That is, create and foster giving relationships with non-competing companies.

Logging out,

Logical Mix

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Step 10 to SEO: Content Marketing

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Am I marketing the quality content I created?

You spent hours (or a good chunk of change) creating content that answers your customers’ questions and solves their problems.

Your customer wanted to know the best way to train their dog so you went beyond the call of duty and collected resources on how to actually make their dog smarter. Then, you put it all together in some easy-to-read, 100% accessible, problem-solving, smart, snappy blog that would make your customers so happy they’d convert on the spot and share your blog with their dog-loving friends.

Job well done.

(Well, maybe it was your copywriter but we’ll give you the credit).

But hang on, what are you doing with it? Is it just sitting there, all dressed up with no place to go, and no one to hang out with?

Why isn’t anyone reading your fantastic stuff?

You didn’t create swipe files and outlines and sweat over the perfect headers and paragraph structures and learn everything there is to know about how to avoid raising a dumb dog just to sit back and watch your awesome copy call in the crickets and collect digital dust, did you?

Of course not.

You might recall from Step 9 to SEO that writing for a person and writing for SEO are different.

On the one hand, you’re speaking directly to your potential customer in order to give her something she needs, to solve her problem, to provide her with answers. It’s a tall order but you did it.

One the other hand, you’re structuring your copy to speak directly to Google, to say, “hey G-dawg, check out my keyword-optimized headers, my high-quality backlinks, my relevant, user-friendly content rich with answers to people’s questions. Please give me a front-row seat in the SERP so everyone knows where to find me.”

The goal of marketing your content is two-fold:

First––get people to your site, reading your content and buying your product or service.

Second––gain authority in your niche, which happens when you start ranking for a target keyword in Google’s SERPs.

How do you do both?

There are several ways to get the right traffic to your site, but the best ones are here:

Email List

The obvious way to get what you want is to ask for it. Sometimes it works, sometimes it doesn’t, but you have to try.

Ask your readers to subscribe to your site. Once you’ve got their email keep them engaged with regular, useful information to get them back to your site again and again and to build their interest and trust in your product or service.

Pay the most attention to your email subject line. Make it short, relevant, intriguing, and urgent when necessary. In the body, include a short story or anecdote, dropping in buzz words like yummy snacks. Hint at how you’re going to solve their pain point and include your simple, direct call-to-action with a link to juicy new content on your site.

Then, your clever silo structure takes them on a delicious journey through your site. (Keep reading to find out what I mean).

But don’t miss the following stuff––unless you enjoy watching your ROIs plummet like a suicidal emu from a high rise building.

Link Building

Inbound links from authority sites are one of the number one ways to get people reading your content. Link building isn’t the most fun activity you’ll ever engage in but it’s necessary for building relationships and proving to Google that you are worth a mention and a visit.

Now don’t get the idea that you can approach link building passively because it makes you want to jam toothpicks in your nose. Hire someone. There are tons of people out there who can take over the task of reaching out to different sites once your strategy is in place. We’ll get more into this in Step 12 so stay tuned.

I came across a clever strategy one of my clients was using to get links to his site. As a database for ESL teachers searching for work, he knew that universities were high authority sites so he contacted schools across the US and Canada offering their students the chance to win a scholarship. All they had to do was write an essay about why they want to be a teacher and send it to him through their newly created profile on his site. See? It attracted thousands of soon-to-be-teachers to his site, massively increasing his database

Social Media Sharing

Get on Twitter, FB, LI, Instagram, and whatever else floats your boat, and engage. Connect with as many people as you can, especially your competitors. Comments on posts. Set up staggered scheduling so you’re not posting the same thing on every platform. Consult a social media expert, or check out this guide from Buffer: How to Schedule Social Media Content for Next Week, Next Month, and Next Year.

A final and absolutely necessary step in marketing your content

One of the most clever strategies I’ve come across is interlinking. Not only does this appeal to Google, it takes your customer on a little journey through your site, providing him with resources like a trail of cinnamon-raisin bread crumbs.

Check it out:

Your home page should link to your product pages, which should link to your content where your customer can get all the information they need to build trust in your offering.

Or more likely, they come at it the other way, from a link in an email you sent to a content page, perhaps an interesting blog or something about the awesome benefits of that dog harness you’re selling. From there, they can navigate through to your product page where they can buy said dog harness.

Or, if they’re not yet sold, you’ve left some yummy snacks throughout that content that leads them to more useful content, which also leads them to your product page so when they’re ready to buy, it’s an easy hop over.

Here’s a key takeaway:

  • Parent links to child and child links to parent.
  • Child links to siblings and uncle if useful, but not to cousins.
  • If child must link to cousins for UX, make it no-follow to avoid confusing relevance.

I can’t stress enough how absolutely critical this structure is on your site. This is your marketing, nicely structured on your site, doing all the work for you.  

Don’t forget to check out our next Step––Internet Partners. Until then, get writing, emailing, building, sharing, and structuring.

Logging out,

Logical Mix

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Step 9 to SEO: Content Creation

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Am I creating quality content that solves the searcher’s problems?

Every search for something begins with a problem. It’s the reason you’re reading this blog right now––you have a problem that needs a solution. Maybe your problem is small and you just need a little help on how to create great content. Great––but it’s still a problem because it means a few different things:

Maybe you’re not already creating awesome content and you need to to sell your product.

Maybe your revenue is down and you’re looking for ways to improve sales.

Maybe someone told you your copywriter stinks and it’s time you took matters into your own hands.

Maybe you’re your own copywriter.

Don’t worry, you’ve come to the best place to find out if:

  • You’re already producing awesome content (you might be, in which case you’ll be nodding your head as you read this)
  • Your content is readable but not clickable
  • Your content stinks and how to make it better

Now, if you’re not a writer and you don’t like to write, don’t waste your own time. Get a copywriter. Pay for a good copywriter. And trust us, price usually indicates quality so low ballin’ on the Fiverr side of things may get you a crapload of content for the cost of double-fat chai latte at your local barista, but it won’t be very good.

Several sources claim that quality content is the number one ranking factor. That’s right, NUMBER ONE. That means that content is more important than anything else on your site.

The #1 Most Important Question You Need to Ask Yourself Before You Write Anything

Who are you writing for––the person or the machine?

Well, both actually. And we’ll get there in a minute but it’s super important that you know “the machine” is much, much more like a person these days than ever before.

Back in the days of yesteryear, Google didn’t care so much about content, their algorithm paid attention only to having content with highly searched terms up on a page. Times are different now. Google will actually penalize sites that stuff keywords into content, even if that content reads sensibly enough. Sophisticated algorithms are now able to assess content quality––meaning, relevance, and where and how often you use certain keywords through a script (keyword density and frequency).

So, start with the person––your ideal customer––and write content that she (or he) cares about, that speaks directly to her, that solves her problem. Don’t write a sales pitch (even though selling is your goal).

Remember this:

Writing and Writing for SEO: What’s the Difference?

Straightforward copywriting is the art of using words to sell a product or service. A copywriter knows how to use words strategically to engage a reader and persuade her to purchase whatever you’re selling.

An SEO copywriter employs the same tenants, except she tailors the copy for an online presence, optimizing it for Google The tricky bit about SEO writing is striking a balance between optimizing for a search engine and serving your potential customer. You need to do both.

Write Clickable Headlines

You want to spend more time putting together a smashing headline than you do on your entire copy. Why? Because the title is what engages or repels readers. If your headline makes people snore, they’re not going to care what your page is about and they’ll bounce away.

If you’re walking the plank and doing your own copywriting, here are a few tips for writing a title that converts:

  • Lead with a 6-7 word phrase
  • Make it clear, snappy, and simple
  • Use adjectives, strategically
  • Promise to solve a problem
  • Use numbers wherever possible

Maybe that sounds like a lot to cover in just a few words but it’s easier than you think, especially when you get the hang of it.

For example, you’re writing a blog about dog training for your pet niche site.

Instead of: “Training Your Dog”

Try: “6 Easy Ways to Make your Dog Smarter”

See the difference? You’re speaking to the ultimate goal of the reader. No one wants a dumb dog, right? That’s why we train them, and it makes our lives “easy”.


“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy

If you’re stuck, check out copyblogger’s 10 Sure-Fire Headline Formulas That Work for some ideas.

Deliver on Your Headline’s Promise

Beef your content without the bloat. You want to publish content that is meaty, meaning it satisfies the reader with lots of useful information. Google penalizes sites with thin content––only there as a base for keywords, which is why 1000 words is a recommended average for any piece of content. Build your content around a keyword, but ensure your copy reads smoothly and engages the reader.

Make your content compelling by putting the most important information first. In The Copy Cure, Marie Forleo refers to the first words of a sentence or paragraph the corner real-estate spot. Fill it wisely.

Link to Authority Sites

Why would you want to send your reader elsewhere for information? Isn’t the point to keep potential customers on your page?

There are two schools of thought. At Logical Mix, we want to help people solve their problems. If someone can do that better than us, then people should know about it. Keep in mind that selfishly coveting your customer and withholding useful information from them may do harm than good.

Linking to authority sites (like we did back there with copyblogger) also shows social proof, that you’re connected, sociable, value good content and want to share it around. Not only does this put you in Google’s good books, but it helps your customer––and they’ll remember you.

The Tail End…

Remember from Step One, always start with keyword research. It’s how you know what people people’s problems are and therefore, what they’re searching for. Then use free tools like Google Analytics to find out what part of your site is getting the most traffic and why. Use that info to generate new content to improve user experience.

And if you can’t write, don’t enjoy it, or don’t care enough to try, get a copy writer. The cost is worth the result.

Photo credit: Neil Patel

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Step 8 to SEO: User Experience

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Is my website intuitive and frictionless throughout?

If you’ve been following from Step One, you may remember that Step Two: Competitor Research, highlighted UEO as the new SEO. If you haven’t read it, here’s a key takeaway:

SEO is more about user experience optimization (UEO) than optimizing the search engine.

That makes user experience then, your most important focus for getting your site ranked.

And how does UEO relate to competitor research? Well first of all, discovering how to enhance, or in a worst case scenario, dredging your user’s experience up from the bottom of a mucky pond to the surface light of day, starts by watching your competitors with a keen eye.

But there’s more to it than that.

When you created your site, you didn’t create it for silent, mechanical aliens that would follow clickbait like naive school children follow Bobo the Clown. Not even close. You made it for real live people. People with different problems and pain points. People with very personal frustrations and levels of tolerance. People dotting the entire spectrum of tech savviness.

And although you know it is a rather unrealistic desire, your intention is to make every page on your site 100% accessible to everyone who lands on it. And so it should be, realistic or not.

You’ve got to get inside the head of your ideal customer and know what is going to frustrate the crap out of them and do everything you can to avoid creating that kind of experience.

Then, you’ve got to know exactly what makes them stay on your page and eventually convert and feel that it’s one of the best decisions they’ve made this year. And then you create that experience too.

Easy, right? Well, sort of.

The best way to get started is to visit as many websites in your industry as your sweet time allows and note every little thing that makes you want to stick a fork in your eye and every little thing that makes your experience feel like you’re on a first class flight with Emirates. Then compare these features to your own site.

How Do You Know What Your Customer Wants?

But once you’ve done that, how do you actually know that everything you’ve set in place to create the best user experience is actually, well, the best?

Google Analytics helps track user behaviour so you can get a deeper look at what parts of your site are keeping people engaged, and which ones are encouraging them to take a hike.

Let’s look at the specifics of what GA can track:

  • Where a user entered your site and where they left
  • Their navigation and interaction with your site  (this helps you figure out if your CTAs and internal links are in sensible locations)
  • What device they use to view your site (this helps you further optimize your site for specific devices based on popular use).

(And remember, GA is a free tool).

Now this next tip is a bit Sherlock so prepare yourself:

Ask your customer.

I know, right? It’s like telling someone to check that the TV is plugged in when it won’t turn on, but so many of us ignore the simplest way. Our complex brains like complication.

So how do ask? Check out Step Six: Reviews for tips on how to ask your customer.

What About Information Architecture?

Neil Patel tells us that at the core of the user experience is information architecture. A basic understanding of information architecture is outlined in the image below:

Source: Neil Patel

So now we’ve got the fundamentals outta the way, let’s look at a few more superficial but equally valuable components of UX.

Aesthetics

This may seem obvious but we have to ask: Does your website look nice? Is it tidy or cluttered with content and images? Are your chosen colours complementary? Does your logo actually capture the ethos of your business? Is there any possibility that it overwhelms or confuses? Remember, simple is best for any site of any business in any industry. You don’t want to make people work to buy your product or service because they won’t.

Quality and Readability of Information / Voice

A great majority of the adult population cannot read past an eighth grade level so unless your business is highly technical or you, for some reason, require a great deal of nomenclature in your content, then write for the eighth grade reader. If you can’t write, you’re not alone, and there are plenty of professional copywriters out there who can deliver some bang-up content. Choose someone who is able to capture the voice of your business and stick with that person. Using too many different writers will make the voice of your business sound less cohesive and convincing, like reading a novel where the writers change from chapter to chapter.

Now remember, and this is where it falls apart for a lot of businesses: make sure your content is well-researched, quality stuff. People can sniff out bullshit faster than our overpopulated planet can churn it out. Make your shit unique and the stuff of roses, stuff people can actually get something out of.

Extend the Learning Journey

Think of your site as a trip to the science centre. Each station should draw you in, entice you to know more, indulge in your curiosity and fascination about the way the world works. So too should your site about your product or service. Use whatever means are necessary to keep your user engaged. Include links to where they can get more information, whether that’s on your site or an affiliate’s. Use appealing images, photos, videos, or memes that support understanding, that deliver a bit of humour, that invite the reader to further question what they’ve read (and then invite them further down the learning path). In short, give them an experience.

Calls-To-Action

CTAs might be the most important part of your site––where they’re placed and how they call users to convert.

Forget the old, boring “buy”, “purchase”, or “submit”. Get creative (or trust in your content writer to do what you paid her to).

Remember––a user is a person too!

When we’re bogged down by metrics, it’s easy to forget that there are real live people behind those numbers. And what drives most people to buy?

They have some painful, nagging thorn in their side that makes them need your product to remedy their situation.

People don’t buy your product because it looks nice. They buy it because it solves a problem.

Maybe they don’t know they’re in pain, which is why you need to remind them, strategically, at each step of the conversion cycle and use the CTA as an opportunity to highlight, once more, how your product is going to solve their problem. Now make sure that problem-solving actually alleviates their pain rather than contribute to it.

You got this. Leave a comment and let us know what your main UX gem is.

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Step 7 to SEO: Technical SEO

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Are My Relevant Web Pages Being Crawled and Indexed?

Do you want more traffic to your site?

Of course you do, and it starts with understanding two key actions taken by Google (and other search engines but we’ll focus on Google): crawling and indexing.

Your pages are being crawled, and if you want them to be, they’re also being indexed. How frequently they’re being crawled and indexed is the major question.

Let’s start by defining these two key terms.

What is crawling?

Google’s Spider crawler constantly searches for new web pages and finds them because of links to a page. Once on a particular page, Google will follow the path your page leads them down through your links to other pages on your website. When the crawl is done, they’re indexed.

It’s that simple… almost. We’ll get to what can influence the frequency of crawling.

But first,

What is indexing?

Simply put, indexing is gathering and processing the information acquired during the crawl and adding web pages into Google’s search engine.

Being indexed is not the same thing as being listed in Google’s SERPs. When a page has been indexed it has been downloaded to the server of the search engine; a site doesn’t have to be indexed to be listed.

And in some cases, you may not want your page to be indexed, such as when it has thin or no-value content, for example, thank you pages, login pages, and internal search results pages. In that case, you want to insert a no-index tag, which means that although your page is still being crawled, it’s not added to Google’s search index.

The take-away: Index only the most important parts of your website.

Note: Every WordPress post and page is indexed automatically but to improve your search results, you need Google to re-index your site frequently (use Google Search Console to find out how often your site is being crawled).

Your site is probably already being indexed but if it’s new, there’s any easy way to check:

Enter site:yourdomain.com into Google’s search bar. If you’re indexed, the SERP should look like this:

If not, it will return a message that your search did not match any documents.

If that’s the case, it doesn’t mean you have to sit back and wait for Google to notice you. It’s kind of like seeing that perfect potential mate from across the room. If you sit there and wait for him or her to approach, you may be waiting a very long time. Alternatively, if you take action and make it happen, chances are you’ll have a date. Google is a little less risky though, they won’t reject you if you follow the right steps.

But, like dating, indexing is not a one-time deal that gets you where you want to be. You need Google to keep re-indexing your site because they don’t update automatically.

How can you get your site crawled and indexed more frequently?

Google offers us the following tips to improve our page indexing:

  • Create short, meaningful page titles.
  • Use page headings that convey the subject of the page.
  • Use text rather than images to convey content. (Google can understand some image and video, but not as well as it can understand text. At minimum, annotate your video and images with alt text and other attributes as appropriate.)

(Source).

What other major factors affect indexing?

Regular new quality content that is relevant and doesn’t break any rules (see below) is one of the primary ways. Add new, relevant, and user friendly, high-quality content regularly and update existing content by creating a content marketing strategy. Have a look here at how that’s different from a simple content strategy:

Include the primary keyword in your domain name.

Use high quality backlinks that are reputable and trustworthy.

Internal links are a great practice for SEO and for keeping people engaged on your websites and answering their questions the second they come up. When linking to a section in the same page, use the same anchor text to encourage deep crawling.

An XML sitemap is a roadmap to help Google look deeply into your website because it lists every URL. A variety of plug-ins are available that you can use to generate a sitemap. For WordPress, use Yoast SEO.

WordPress Ping Services automatically notifies search engines that your site has been updated with new content, which keeps those bots crawling and (hopefully) indexing.

What prevents Google from indexing a website?

Playing by Google’s rules will keep you in their good books––their index, so avoid the following:

  • Duplicate content
  • Keyword and meta-tag stuffing

In some cases, you may want to prevent Google from indexing your site. See their support guide for some simple guidelines.

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STEP 6 TO SEO: Reviews

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Do I have a strategy for gathering reviews from happy customers?

Happy customers leave great reviews.

The number-one, not-so-secret strategy for achieving high customer satisfaction––which causes them to leave positive reviews––is giving them the very best user experience possible.

Let’s assume you’re already doing that (of course you are).

We know your business is awesome. But every once in a while, someone comes along and says something negative about it. And they post it on the web for the whole world to see.

This is both a problem and an asset.

It’s a problem because of what Craig Bloem reports on Inc.com:

“Research shows that 91 percent of people regularly or occasionally read online reviews, and 84 percent trust online reviews as much as a personal recommendation. And they make that decision quickly: 68 percent form an opinion after reading between one and six online reviews.

Yikes! (Of course that’s good news in the case of great reviews––which we’re going to help you get).

What people say about your brand can either promote it or destroy it––sorry to be blunt, but research shows we’re more likely to report on a bad experience than a good one. Bad stuff makes better stories, and people love telling stories.

The kicker is that quality beats out quantity when it comes to reviews. One bad review is worth about three good reviews. So even ten incredible, amazing, super-duper reviews are virtually worthless if you have three bad reviews.

This is where most business owners feel a little uneasy because of their inability to control what is said about their product or service offering. Except that’s not entirely true.

Remember I said they’re also an asset?

Reviews are a bit like press exposure: even bad press is good press. Negative reviews are free user-generated content which helps SEO efforts. You might be surprised to learn that once people are on your site, bad reviews have very little to do with how long they stay or how well they engage with your site––keep reading to discover this juicy little stat.

But of course, we don’t want to generate bad reviews just to boost our ranking.

Negative reviews are the insight that helps you improve your already awesome business to make it even more awesome and enhance the customer experience, which organically influences more reviews of the positive variety––and we like those.

You can also take key steps to direct and influence the quality of reviews and ultimately, your business’s reputation. And depending on how you deal with negative feedback, you can transform it into more sales.

The main aim of the game though is to get as many happy customers as possible leaving a review so let’s take a look at how to do that.

How Can I Get Satisfied Customers to Leave a Review?

Give them a voice and let them know you’ve heard it.

Every great business has a solid customer correspondence strategy, whether it’s the people you hire to manage customer feedback or the quality of your email newsletters.  

But it’s not a one-sided conversation. You have to give your customers a voice too, so you can gather insight into how to improve and maintain the quality of your product or service.

And when they leave a positive review you want to jump on it, right?

Word.

But why is that so important?

It is a simple psychological truth called positive reinforcement. People like to be acknowledged. When their “good behaviour” is recognized, they are more likely to continue it. This encourages others who are also vying for recognition, to share their experience too (if you’re not convinced, observe a class of kindergarteners for five minutes as the teacher praises one or two students for good behaviour––it’s a teaching strategy, why not a business one?)

<iframe src=”https://giphy.com/embed/mWZNzV2scR01G” width=”480″ height=”270″ frameBorder=”0″ class=”giphy-embed” allowFullScreen></iframe><p><a href=”https://giphy.com/gifs/mWZNzV2scR01G”>via GIPHY</a></p>

One thing to keep in mind here is that good reviews influence other people to leave good reviews. It’s something the industry calls social proof (I call it snowballing), and it looks like this:

Determine which review websites to use and provide your customers with several options.

Type “[your industry] + reviews” into Google and see what comes up in the SERP to determine which one is best for your business. Some platforms keep reviews exclusive; others syndicate them to other sites. Check out this graphic from Phil Rozek:

Source: MOZ.

Ask your customers to leave a review and make it easy for them.

This is so obvious that many business owners overlook it. If you want something, you have to ask for it. Make sure you ask customers for a review soon after their purchase so their experience doesn’t fall from memory. It’s an act of kindness on their part (though I might argue it’s consumer responsibility), they’re not getting anything out of leaving you a review. Don’t send them through a matrix to help you out. Send them an email with a simple call to action.

But go one step further here. While a good review is great, a story is even better. So, in your invitation, ask your customer to “tell us a story about your experience”. It reads like you’re more interested in them than in getting something out of them––which, of course, you are––and they are more likely to provide more details about what they liked because you prompted them to.

Digital Alchemy: Transform negative feedback into sales

Sounds too good to be true, right? I mean, how do you turn a lump of coal into a pot of gold?

More than 65% of users will read four or more reviews before they trust a brand:

Consumer trust is one of the biggest factors in conversion rates and negative reviews make your brand more trustworthy. One online source reports that 95% of people suspect fake reviews if they don’t see any negative feedback.

Further, less than 1% of consumers will actually leave a site after reading a bad review (there’s that juicy little stat I was telling you about).

A few bad reviews peppered in amongst all the good ones give your potential customers a reason to believe the content in the good reviews––and it prolongs their engagement on your site.

But there is a critical point here––owner response to negative reviews. It is the alchemy that transforms those not-very-nice words into powerful sales pitches. This is an opportunity to  demonstrate your superior customer service publicly.

Respond quickly (within 24 hours if possible).

Acknowledge the customer’s concern authentically, sympathetically, and politely.

Offer to make it right.  

A few more bonus tidbits of info…

Did You Know?

  • Reviews influence your rankings in local search engines.
  • GMB (Google My Business) pages that have reviews mentioning a keyword or a city name tend to have higher rankings in Google’s local three-pack.
  • Yelp, Google, and Facebook are three major review platforms that customers can use to join an online discussion about your business.
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STEP 5 to SEO: Local SEO

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Have I built and fixed online citations for my business?

We’re reaching into the SEO arsenal and pulling out another tool for digital marketing success: Online business citations.

Don’t worry––no injection required.

The number one reason why online citations are so important––let me repeat––SO IMPORTANT is a secret we’re going to let you in on in this blog.

And the gooey little nugget of truth comes from SEO master Rand Fishkin, so we know it’s going to be good.

But first––

Let’s be clear––the tools defined here and in the previous four steps to SEO success do not exist independently of each other. Nor are they take-it-or-leave-it strategies that can be actioned once and then expected to care for themselves.

Think of each of these strategies as two-year-old children–they require constant parental guidance and commitment if they are to grow into human beings other people will want to be around.

These steps form the foundation of SEO success. Miss a step and you’ll trip yourself up. You want a solid stairway to SEO heaven and it requires a certain amount of devotion––and faith––to the practice.

So, let’s start with the basics of Step Five to SEO Success.

What are Citations?

An online citation is a reference to a company’s contact details and other core data found on business directories, websites and apps, and social media platforms. They are either structured or unstructured.

Unstructured citations are mentions of a business in a blog or other online publication.

Structured citations are listings on local business data platforms, such as Google My Business (GMB) and geo/industry-specific platforms, like chamber of commerce or professional association websites.

Structured citations are the ones we’re most concerned with because, as the name suggests, structuring them appropriately will boost our rankings and establish validity and trust with potential customers.

MOZ outlines four core business data platforms: Google My Business, Acxiom, Neustar/Localeze, and Infogroup.

These are the ones you want to use when building citations, which is why we included the links––so you can get down to business right after you finish reading this (and keep reading because we included six crucial ingredients for building your online citations).

Then go hand-pick your industry-specific platforms.

But the big question is––

Why should I build online citations for my business?

Good question. Rand Fishkin breaks it down for us here:

Photo Credit: Moz.

Online citations help potential customers find you or your client’s business online, particularly through the use of third-party directories.

They also achieve links and although most of them are no-follow, they validate the association of your website with your NAP (name-address-phone number) listing.

Experts agree that NAP consistency between the business website and that referenced in citations and GMB (if built correctly), can have a significant impact on local search rankings and influence localized organic rankings.

And there’s more.

Most people think online citations are about helping customers find your site.

While that’s true, you wouldn’t be reading this blog if it were the only reason. Unintended benefits often trump the original purpose of an action plan.

What’s the purpose of customers finding your site if they’re not going to visit it? You need to enhance your online citation image before people even get to your page so that they want to get to your page instead of your competitor’s.

The primary reason online citations are so important is not just that they help validate your business out there in cyberspace, but they also––

ESTABLISH TRUST

Think of it like this––

When you’re reading an online article about the use of steroid injections for sports injuries, you’re not just going to take that information at face value. You’re going to scan the article for references that validate certain information. These citations will show as links to other sites, or at the least, include the bibliographic reference, which we can consult to verify data. This helps to establish trust.

In addition to having an influence on ranking, Rand Fishkin tells us that online citations are also useful for signalling trustworthiness. This is a particular benefit for online-only businesses because Google effectively tells people that yours a legit business and your site is a real site, not spam.

Six Tips for Building Online Citations

Determine which platforms are most useful for your business. In addition to those mentioned earlier (see links), Facebook, Yelp, and IYP (Internet Yellow Pages) are also big league. Then go pick platforms specific to your industry and geography.

Ensure your citations are accurate and consistent. Mistakes or inaccuracy can hurt your reputation and lead to lost revenue. According to marketing expert James Watts, NAP consistency on major citation sites is a critical ranking factor on par with reviews and backlinks. Further, NAP consistency is one of the most critical factors in making it into Google’s coveted 3-pack/local finder (yes, 3-pack is the new 7-pack as of August 2018).

Use an automated solution like Moz Local for getting your business info into various forms to save yourself time. Such tools prevent you from feeling like you’d rather pluck each of your nose hairs out, one by one.

See Google’s guidelines for representing your business online. To get started, first claim and verify your GMB listing.

Choose the right categories in GMB and when selecting industry-specific platforms. See Moz for how to choose local business categories and HubSpot for 57 Online Local Business Directories.

Use a local area code and address. While GMB allows toll-free numbers, a few directories don’t, and GMB recommends using a local phone number. Allow your address to appear, even if you’re a service-area business operating remotely or out of your home. This makes your listing more complete, and therefore, verifiable. It also helps to establish your business as locally-focused––a main pillar in local search success. The chances of anyone showing up at your home are slim (and––a recent development––specific address and phone number don’t show in the SERPs anymore, only in the actual listing).

That’s Not All, Folks…

You know you should check your sources before making any decision––when there is a monstrous needle involved but most especially concerning which listing to click. After all, we’d hate to give the wrong impressions…

Help your customers to not only make the right decision but avoid making the wrong one. Get visitors to your site and increase your conversions by putting forth the effort required to build and maintain accurate and comprehensive online citations.

The results will be well worth your time, and you’ll avoid stabbing yourself in the ass.

Then, review steps 1-4 to ensure they haven’t fallen by the wayside.

Remember––SEO is a staircase of strategies; each step gets you closer to the top of the SERP.

Logging out,

Logical Mix

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Step 4 to SEO: On-Page SEO

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Am I using Step 1’s insights for page targeting & structuring?

If you did your homework, you would have made some discoveries about how to rank for keywords.

If you haven’t already checked it out, see Step One to SEO Success: Keyword Research to find out how to get started on this critical stage.

If you’ve done your research, let’s take a look at what you’ve discovered.

Two of your major findings would have been:

  • How people are searching for your product or service offering and,
  • How your offering aligns with their queries.

Using as many tools as possible, you compiled a list of long-tail keywords. You ranked them by relevance and difficulty and then chose the ones that are most relevant and least competitive.

Right?

Great, what were they?

If you used a Venn diagram to display the results of a simple keyword investigation in the health supplements niche, it might have looked like this:

Now, what do we do with this? Let’s get to the nitty gritty…

What is On-Page SEO?

On-page SEO is essentially structuring individual web pages around target keywords with the goal of creating more traffic and achieving a higher rank.

It’s also about responding to the people who come to your page looking for answers.

One of the most obvious ways to hit on all these points is through content so let’s start there.

You could start structuring content around the keyword “gluten-free supplements for weight loss” because it is both relevant and low competition. This is a perfect jumping off point for a review of competitors’ brands (if there are any), or an article about how gluten-free supplements are hard to come by (until they stumbled across your brand of course), etc., etc.

Let’s hope you don’t just plop this juicy keyword into existing content about the benefits of supplements.

Of course you wouldn’t because you know as well as we do that it is better to start at the beginning.

Like a plant has a seed, a keyword is the crux of great content, which is still one of the top ranking factors. It’s easy to sniff out in the opening paragraph when keywords have been stuffed or simply dropped into existing content. Readers will quickly realize that your page is not going to deliver what they came looking for.

Irrelevancy makes you unreliable, and when you’re unreliable, people aren’t going to ask you for help and Google will note that and respond accordingly.

Don’t be that guy.

Make yourself trustworthy and deliver fresh new content that answers your users’ questions.

Now, let’s take a closer look at why content is king in SEO success and how to masterfully craft content around the keywords you want to rank for.

Enter RankBrain.

RankBrain is a machine-learning component of Google’s algorithm that measures dwell time (how long users are spending on your page) and click through rate (CTR), which is the total clicks divided by total impressions (read more about Google Analytics here). RankBrain then moves your page up or down the SERP depending on those two factors.

3 Techniques for Improving Rank

There are three key ways to win at RankBrain. First, optimize your titles and meta descriptions for better CTR. Second, rank for highly relevant keywords. Third, write quality content.

Sounds easy, right? They are, and they’re also dangerously easy to overlook. Each point carries some pretty heavy weight when it comes to on-page SEO so ensure you are focusing your efforts on all three.

1. Optimize titles.

The first point is so important. Time and effort are wasted on creating great content out of awesome keyword research if there is nothing to attract users to your page. A gripping title and simple, to-the-point meta descriptions are necessary. Like the department store Macy’s revolutionized the storefront window, the title and meta description can lead users right to your page, wanting more of what your virtual window promises.

2. Target relevant keywords and the people using them.

Let’s highlight the second point. You can write as much content as you want but if it’s not relevant to your offering, people are going to bounce.

The word people is strategic here. We talk a lot about the user, which makes me picture a hand on a mouse, or the reader, which makes me picture a book. But when I read the word people, I imagine a face, which directs my efforts to a person with a brain and the ability to subjectively decide what he or she is going to read and why. It makes my work more personal.

Okay, maybe not that face exactly. This one is a little closer to human (and looks a little like my grandma):

This point is, I’m not directing my efforts to the Google Machine, I’m addressing the needs of the people who ultimately determine what Google does with me. Right? This is a critical mind shift with which to lead.

3. Create quality content.

High-quality content is one of the top ranking factors. But quality is a bit of an ambiguous, static term, isn’t it? Let’s go with engaging instead; it’s a bit more active.

Content that engages draws the reader in right away with a hook phrase that is both relevant and interesting. It keeps the reader wanting more by providing useful bits of information that are easy to absorb and answer the readers’ questions directly. It often tells a story to which the reader can relate. It also leads the reader to helpful resources that explore their query further.

Now, great content needs a bit of decoration. Something that yells out READ ME. Because let’s be honest, no one has time to fart around looking for the juiciest tidbit of meat.

When I land on a page, the first thing I do is cut the fat. I quickly scroll through the content to see if anything jumps out. What do I notice?

Three things, mainly: Images/videos, length, and headers.

We love images. They’re the eye candy that break up the text.

Length is often a good sign that a chunky chunk of content is going to feed me what I’m looking for.

Headers offer a place to start if I’m looking to pinpoint specific information. If the headers aren’t relevant to what I’m looking for (i.e., they don’t match my keyword query) then bouncy-bounce I go back to SERP and right into RankBrain’s time-out chair.

Rand Fishkin outlines seven elements of an optimized webpage. They are less quantitative than the SEO methods of yesteryear that called for specific keyword placement so they may seem a little loosey-goosey. But they’re not.

Qualitative strategies take center stage as the algorithms that assess relevance increase in complexity.

So, what makes a page brilliantly optimized according to Fishkin and Logical Mix?

  1. Offers uniquely valuable content and images
  2. Provides excellent user experience
  3. Targets specific keywords
  4. Easily shared through social networks
  5. Optimized for every device
  6. Accessible to crawlers
  7. Includes authorship, rich snippets, metadata, and schema

Fishkin created this genius, though mythical, perfectly optimized page, highlighting his seven factors, mentioned earlier:

Pretty cool, right? I’d love to land on more web pages like this: perfectly structured to answer my question and oh so pretty.

So there you have it. On-page SEO is actually a bit fun. Maybe not as fun as the keyword research it took to get here, but I’ll let you be the judge of that.

What is the main takeaway?

Remember, you’re doing this for a living, breathing human being (or several thousand if you’re doing it right). Not a doll, not an ape (though possibly some monkey brains). Google is a machine, and although we want to please the machine, we’re still the ones ultimately in control… for now.

Appeal to your customer and find out how you can deliver what they want through super-duper on-page SEO.

When you’re structuring your pages, always keep this in mind:

People have questions. Be that place where the answers are.

Logging Out,

Logical Mix

Feature photo credit: The Freedom Chase

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Step 3 to SEO: Web Analytics

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Have I implemented Google Analytics and Google Search Console?

Have you seen the movie Tag? It’s about five friends who’ve played a 23-year-long game of Tag.

Search Engine Optimization (SEO) is kind of like that: a continuous game of Tag–but inverted. You want to be IT.  

In the game of Tag, being IT means you’ve let your guard down and left yourself wide open to the competition.

In SEO, being IT means you’ve done the opposite and you’re ranking #1 because you’ve kicked some butt.

But in SEO, maintaining IT status requires continuous effort.

Luckily, there are tools that can help you, so you don’t have to run all over the place trying to stay ahead.

Google Analytics and Google Search Console are two of these tools, and they’re some of the best tools for SEO.

Why?

They give you detailed metrics about your site, which you can use to get more traffic.

More traffic = more conversions.

Sounds simple, right? It is.

And the more we know, the better equipped we are to solve the issues that are preventing us from ranking in the top spot of Google’s search results and converting users to buyers.

Contrary to popular belief (not knowledge), ignorance is not bliss–especially in the world of digital marketing!

What’s one of the most loved things about these tools?

They’re free! And there is no catch. Simply embed the proper code on your website.

Granted, not all free stuff is good. I don’t like free advice I haven’t asked for and I don’t like free hotdogs.

In fact, there is a lot of research out there that supports the notion that the more you pay for something, the more you value it.

But tools like Google Search Console and Google Analytics are the exception.

The fact that they’re free is not the best thing about either tool though.

Keep reading to find out why they’re the scaffolding of a successful SEO strategy and how they can help you discover what’s working on your site and what’s not (you might be surprised).

Before I get into what each one is, I feel compelled first to point out that both tools are extremely useful for both beginners and experts.

Also, installation and setup for both tools are fairly intuitive, so I won’t offer a step-by-step guide here. Instead, I’ll get to the meat of how these tools are a necessary part of any SEO strategy.

So, what is Google Search Console (GSC) and Google Analytics (GA)? Are they the same thing?

They appear similar, but the information they provide is different.

Google Analytics tells you about your visitors: who they are, how they’re getting to your site, where they are geographically, and how much time they’re spending on your site.

Google Search Console, on the other hand, is a suite of tools that provide information about external links and keywords.

But read it from the makers themselves:

“Google Search Console is a free service offered by Google that helps you monitor and maintain your site’s presence in Google Search results. You don’t have to sign up for Search Console for your site to be included in Google’s search results, but doing so can help you understand how Google views your site and optimize its performance in search results.”

With GSC, you can understand how you’re ranking and why, so you can focus your efforts and continue to improve. You can’t be successful in internet marketing if you’re a passive learner. Well, maybe you can be by sheer luck, but the odds are against you.

But that doesn’t mean it takes a lot of hard work either. GSC and GA are some of the best tools available because they’re easy to use, they’re comprehensive, and they’re free.

Let’s start with GSC.

How can Google Search Console help your SEO efforts?

Here’s a quick look at what you can do with this suite of tools:

  • Quickly find the overall performance of your website.
  • Manage what content gets crawled and what you don’t want appearing in search results.
  • Maintain your site with minimal disruption on the front end.
  • Resolve spam issues and malware.
  • Discover which keyword queries made you appear in search results.
  • Determine what sites are linking to your pages.
  • Manage mobile site performance.

Google Analytics provides filters to help you access valuable data about your site. The options are Clicks, Impressions, CTR (click-through rate), and Position.

Clicks counts the number of clicks that brought users to your site from the SERP.

Impressions displays how many links to your site appeared in the SERP, even if they don’t display in their field of vision (if the user didn’t scroll down to the bottom of the page). However, this only applies to the first page, so if your link appeared on the second page, it doesn’t count.

CTR is the sum of the clicks divided by the impression count (because an impression is required for a click).

Position measures the average position of the topmost result from your site.

Pretty cool, right?

Keep in mind that these metrics will change depending on whether you aggregate results by site or page.

These metrics are a good starting point from which to refine your results further. From there you can look at several more options.

Queries – lists all the keywords that brought users to your site.

Page – shows you which of your site’s pages appeared in the results.

Country – displays where the searches originated.

Device – calculates which devices and how many of them were used to search.

Search – indicates the type of search used: video, images, web, etc.

Date – allows you to choose the timeframe.

What can you do with these data?

Start with impressions. If you’re showing up in search results but not getting clicks, then you need to optimize for those specific keywords. You can do this by selecting those first four filters (clicks, impressions, CTR, and position), as well as queries. This will return a list of keywords. Go through each one, applying those first four filters again, to see how each keyword is performing in better detail.

Then grab your finest SEO tool–your brain–and go into manual mode. Search each keyword in Google to see the SERP. If you’re on page, you need to look very closely and objectively at why you’re not getting a lot of clicks.

What’s the one thing that draws you into an article, a book, or a film more than anything else?

You guessed it–the title!

The title tag and meta description are the most significant but often overlooked parts of SEO. Even little tweaks, such as changing one word, can boost your CTR. We won’t get into the nitty-gritty of them because that could (will) be an entirely separate blog. For now, ensure your title and meta tags are optimized, compelling, and specific. Look at what is also showing in the results page. How does yours compare?

Mobile keyword research is an essential part of serious SEO, and you might be surprised to learn that mobile keywords are quite different from desktop keywords. How much do you spend on your phone? For some, it’s the only device they use.

GSC can return results on which keywords are being used specifically in mobile searches, which you can then use to enhance your mobile SEO strategy.

Another impressive feature of GSC is that it gives you the ability to compare dates. A report generated by GSC only covers the previous four weeks so you can look at older dates (up to 90 days back) as well as compare dates within a specified range. This feature will assist you in examining and analyzing any changes in your position in the SERP.

How can Google Analytics increase your conversion rate?

This tool gives hundreds of different metrics, but there are a few on which you want to focus.

Discover what people are looking for in your site by finding out what they’re typing into the search field. When you know exactly what people are searching for you can provide targeted information, right? Right!

Check on-site behaviour with the behaviour flow report and see how people are navigating around your site. This gives insight into where your users are dropping off so that you can create more internal links or CTAs, and improve those pages with better content.

Using the goals function, track your conversions according to each of your marketing activities, so you know which ones are returning the best ROI.

Analyze your social media posts to determine which channels are generating the most traffic.

Determine what devices are generating more conversions. If your mobile conversation rate is low, this is an opportunity to optimize your pages for mobile.

Discover what pages are generating the most conversions so you can guide traffic to other areas of your site.

Wrapping up…

This blog is just a sample of what GA and GSC can do.

Remember, these tools are made for beginners and more experienced SEO geeks.

After an easy installation, play around with each tool and learn how to take advantage of their features to improve your user’s experience and ultimately, increase your conversions.

A final tip – like any of your SEO strategies, GSC and GA are not one-time deals. If you want to drive thousands of people to your site, you have to use these tools consistently to stay on top of your success. Like Tag, it’s a never-ending game. (We didn’t get to mention Tag Manager, even with all the puns at our fingertips)

Oh, and we love to help so,

Logging out,

Logical Mix

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