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Top SEO Ranking Factors

/ Google, SEO practices / Leave a Comment

What are the most important search engine ranking factors?

Growth of revenue from better online visibility via SEOGoogle has stated that there are more than 200 SEO ranking factors that control where your website ranks when people search for what you do or sell. They are not all weighted equally: some are exponentially more important than others. And it helps to know which are the most important so that you can spend your time as wisely as possible improving your website for good search rankings.

SparkToro recently reported on a survey of more than 1,500 SEO professionals to arrive at a consensus about the relative importance of 26 different ranking factors. I’d like to focus on the top dozen factors you should pay attention to. But before we begin, here’s the relative ranking chart from SparkToro, rated on a 10-point scale of importance.
Top 26 Google Ranking Factors in 2019

Let’s dive into the top dozen SEO ranking factors from this list.

  1.  wonderful will be here thank you didn’tWrite your page content for relevance to your desired visitor.Relevance of your page content. Clearly, this earns the top spot because if your page isn’t highly related to what was searched for, Google will never want to show it. The focus of your page content needs to be highly relevant to the search. The most common violation of that is when a local service-oriented website has a Services page that lists all the services they offer. Unless each bulleted service links to a page that’s all about that specific service, it’s a wasted page. I often have to explain that a page that’s about everything you do is really not about anything you do.
  2. Link building is essential to your authority on the web.Quality of your link profile. Your importance or authority on the web is very heavily dependent on your inbound link profile. That’s the number and quality of other websites that have links pointing to yours. Each one of those inbound links is a vote for you. But web pages that have a high authoritative score help you much more than pages with less authority.
  3. Use of query-relevant words and phrases. Google does an excellent job of understanding the semantic relevance of your content. Inclusion of related words and phrases helps Google understand the focus of your page and compare it to the searcher’s intent. For example, a page about New York pizza could be about a restaurant in New York City, or about a recipe for New York-style homemade pizza. The non-keyword phrases and words on the page help Google to understand its relevance to a given query.
  4. Expertise, Authrority and Trust are imporant ranking factors at Google.Domain E-A-T: Expertise, Authoritativeness, and Trustworthiness.  E-A-T is heavily dependent upon both your content (including the author’s expertise) and your link profile. If you’re the author of content on your website and blog, your personal perceived expertise counts in your favor. You can build on that by publishing frequently, thoroughly, and widely about topics related to your business.
  5. Yoiur web site MUST be mobile friendly.Mobile Friendliness. Ever since Mobilegeddon or Mopocalypse in 2015, it’s been essential for your website to be mobile friendly. And it’s important for your website to be responsive rather than having a separate website for mobile. Google’s index which they use for ranking, is now based on the mobile version of your website, not the version people see on a desktop. With more than half of all searches done on phones, not being mobile friendly hurts not only your ranking, but severely affects conversions from anyone who ends up on your website from their phone.
  6. Exact Match Keywords. While Google has gotten much better at understanding related words and keyword phrases that may be in different orders or broken up on your page, having an exact match for the keyword phrase people search for the most is still important.
  7. Pursue a robust and diverse link profile.Quantity and Diversity of Linking Websites. This refers to your inbound link profile. It’s important to have not just a lot of inbound links to your site, but to have them from different websites, rather than having many of them come from one website.
  8. Content Accuracy. If the content on your page is at odds with widely accepted facts, it’s unlikely to rank well. While Google is looking for authoritative pages, part of what makes a page authoritative is Google’s assessment of its accuracy.
  9. Link Authority. This is about the Domain Authority of your website. Each page also has an authority value, but this is referring to your overall website’s authority. It’s based on the quality of other websites that link to you.
  10. Page E-A-T. While the domain’s Expertise, Authority, and Trustworthiness is very important (it’s number four on this list), the E-A-T of the page that’s going to appear in search results is also important.
  11. Page Query-Relevant Content. Is it clear to the searcher why the search engine retrieved your page? If not, it’s time to re-think the content and design of your page.
  12. All else being equal, a fast page will outrank a slow page.Load Speed. How fast a page downloads is important for two reasons. First, it’s a ranking factor at Google, so a slow page is unlikely to rank as highly as a fast page, all other things being equal. Second, the likelihood of someone abandoning your page before reading it — and going back to the Google results increases dramatically with how long your page downloads to a user’s browser or phone. That’s called a “bounce” and too many of those will hurt your rankings in the future. Google considers page speed good if it’s under two seconds. I consider it acceptable if it’s under three seconds. But every second extracts more abandonments of your page.

If you’d like to explore any of these search ranking factors with respect to your own website, I’m happy to speak with you. Just give me a call.

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How to Avoid a Google Penalty

/ Google, malware, page content, SEO practices, user experience / 4 Comments

Oops! Don't run afoul of a Google penalty.Some “Google Penalties” Aren’t

Colloquially, the term “Google penalty”, usually means anything on your website that is harming your rankings. According to Google, though, a “penalty” is a manual action taken by Google that negatively affects your rankings.

Manual Penalties

These are real “penalties”.  If you get hit with a manual penalty, you should see evidence from that in your Google Search Console. Normally Google will identify exactly what you’ve done that they don’t like. So obviously, you should fix whatever that might be.
Google penalties will reduce your online visibility and traffic.
Once you’ve fixed the offending practice on your site, you can ask Google to re-index your site with the corrective actions implemented. Normally that will restore you to Google’s good graces and eliminate the penalty. This doesn’t happen immediately, though, and you can expect the delay of possibly weeks before you see your rankings improve.

Algorithm penalties

There are a number of things that might happen on your website that can negatively affect your rankings without incurring a manual penalty. I call those algorithm penalties because they’re just a normal result of Google’s algorithms evaluating the content on your site. Here are a few of the most common ones.

How to avoid the most common Google penalties.

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  • Free hosting services
    • If you’re cutting costs by using a free hosting service, there is one common attribute of those that can get you in trouble with Google. That’s when the hosting service compensates for the free service they’re giving you by adding advertising to your web pages. Some of  that advertising may be pretty spammy, and Google is not likely to be happy with it.
  • Malware
    • If your website has been infected by any viruses, Trojans, or spyware, you’ll get hit with one of these penalties. Make sure your website is malware-free. The GlobalSign blog has some excellent suggestions on how to find malware on your site and how to protect against it. You can check that out here.
  • Thin content
    • Many websites for visually oriented businesses overly rely on images on their pages and have very little text. Those photos or graphics could be pictures of your pet cat as far as Google can tell. Google can read the alternate text behind your images (you do have that, right?), but other than that images do little to help Google understand what your page is about.
    • Aside from that, if you’re overly concerned about brevity on your pages, you can run into the same problem. If there’s too little text content on your pages, regardless of why, you may be penalized for thin content.
    • You can also run into those pages being considered “duplicate content” if the actual body content of the page pales in size with other elements on the page that are common to all pages on your website (think footers, sidebars, and so forth). In this case you may be facing the plagiarism penalty (see below).
  • Keyword stuffing
    • This is an ancient SEO technique to make sure your targeted keyword phrase appears many times on the page. This used to work with some early search engines. But it provides a very poor user experience for those trying to read your content. Google is smart enough to identify that and consider it a negative ranking factor. I still see this from time to time.
  • Plagiarism
    • Duplicate dogs are fine. Duplicate content? Not so much.If you copied significant amounts of content from another website (even if you own that other website) Google considers it to be duplicate content. Google is excellent at identifying duplicate content and will usually try to show only the oldest of those duplicate pages. If you think about it, it’s pretty obvious that there is little benefit to the user if Google shows a bunch of pages that all say the same thing. So Google doesn’t do that. If the content on your page is not original, it may never show up in Google search results.
    • I see this sometimes on websites designed by vertical web services. These are companies that specialize in a particular kind of businesses like handyman services, dental practices, plumbers, etc. The often have lots of excellent pre-written content about the kinds of services these businesses provide. One problem with this is that many other businesses in your niche may use the same pre-written content that ends up on your website. Bingo: you have duplicate content! If you use such a company, please ensure that the content they put on your pages is unique to you.

We can help!

If you’re concerned that you might be at risk for some of these penalties, give us a call. We can review your website with you over the phone at no cost and help you understand any potential issues that may be lurking there.

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How to Get Online Reviews

/ Google, local search, page content / 8 Comments

How important our online review stars?

How important is it to get online reviews?

People use online reviews to pick a business

When searching online, people really do take online reviews into account when deciding which listing to click on. For example, if you were looking for an Indian restaurant in Lake George, NY, this local 3-pack might well convince you to drive ½ hour south to Sarasota Springs. But if that’s too far, it’s an easy choice between the two local restaurants.

Avoid phony reviews

There’s an understandable temptation to sort of start the ball rolling by writing a review for yourself. Or to make up for a mediocre average star rating by creating some 5-star reviews.

Don’t do it.

Here are a few things to avoid – don’t do any of them:

How to get online reviews

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How to get online reviews

I strongly encourage all small businesses to actively get online reviews. They can make all the difference between just getting found on Google and getting chosen.

What are third party reviews?

Third party reviews are reviews on websites other than your own. Reviews on your own website are referred to as first party reviews. I have no clue what second party reviews might be.

Some of the most powerful third-party review sites include Google My Business, Facebook, LinkedIn, and Yelp. You may like our post about whether Yelp reviews really help.

If a potential customer already knows your company name and looks you up by that, you are very likely to show up in the Knowledge Card at the top right of Google’s SERP (Search Engine Results Page). When that happens, your average review stars from Google My Business are clearly displayed.

online review stars in Google search results

Beyond the Knowledge Card, when someone searches for your company name they are also very likely to see your pages on Facebook, Yelp, LinkedIn, MapQuest, vertical directories, and other sites. To the extent that those listings display review stars in the Google SERP, they all work toward establishing your reputation and encouraging people to look at you more closely. Obviously, the more stars that show up on your own Google SERP page, the better you appear to be.

How to get third party reviews

Third party reviews on sites like Yelp can help both your rankings and your conversions.
Ideally, your services are so outstanding that your customers are driven by their delight to want to provide positive reviews for you online. Pragmatically, we must admit that an unsatisfied customer feels more motivated to write a scathing review than a delighted customer is motivated to write a positive review. To counteract that, you will want to make it very easy for those happy customers to write about how wonderful you are. There are a few ways you can ethically increase the likelihood that satisfied customers will review you online.

  • Ask them. If they indicate a willingness to write a review for you, follow-up with an email to them which includes a link directly to your page on the third party site of your choice. In that email, tell them where to find the button or link to click to write a review.
  • Provide links on your website to your pages on third party sites that display reviews. You may increase the likelihood of people clicking to leave you a review with a call to action suggesting that.
  • Include a link in your email signature block.  That way, every email you send to a client includes a link to your page at one or more third-party sites that host online reviews.
  • Write reviews of others yourself. When you write a review for a strategic partner who may refer business to you or to whom you refer business, seeing that review may motivate them to write a review for you in return. The same thing applies to businesses in your networking circle. An honest positive review might make them feel at least slightly obligated to return the favor.

What are first party reviews?

First party reviews are simply reviews that appear on your own website as opposed to anyplace else.  BXB Media wrote a nice comparison of first party and third party reviews. And if you have them coded properly with  schema markup, Google will display your review stars in SERPs.

 A couple of quick warnings are due, though.

  1. You may not apply structured coding reviews you copy onto your website from somewhere else. That violates Google’s terms of service and you will suffer for it.
  2. For reasons only known to Google, reviews on your home page will not be reflected with review stars in Google’s SERPs. Review stars only appear when your internal pages show up in search results.

If you do it properly, however, those review stars showing up on Google can make a big difference in how many potential customers click on your listing, even if you’re not the first one. Here’s an example for one of our clients in a local search for floor tile repair. Which listing would you be likely to click on first?

Customer reviews on your website can greatly increase the number of clicks you get when people search for what you do.How to get first party reviews

I caution that this needs to be “done right”. Potential customers, and Google itself, are aware that you control your website and may be suspicious that the reviews displayed there are somewhat less than honest. So the first rule is to heed the two warnings in the paragraph above. Google explains that:

Google may display information from aggregate ratings markup in the Google Knowledge Cards. The following guidelines apply to review snippets in knowledge cards for local businesses:

  • Ratings must be sourced directly from users.
  • Don’t rely on human editors to create, curate or compile ratings information for local businesses. These types of reviews are critic reviews.
  • Sites must collect ratings information directly from users and not from other sites

The last item above means you can’t just take testimonials customers have sent to you and enter them onto your website yourself and apply structured coding to them. They really need to be gathered directly from your customer and entered on your web pages automatically. That’s to prevent you from cherry-picking only good reviews to display on your site.

The tool we prefer here at Rank Magic is Yext Reviews. As part of their location platform subscription program, they provide an automated review gathering form and a widget on your website. You can direct customers to the form and the reviews they enter will be automatically displayed on whichever pages of your site you have placed the widget on.

An added advantage of the Yext platform is that it alerts you anytime someone writes a review for you in either your first party reviews or any of the third party review sites in their network. I’ve written recently about how important is is too know when a new review is written so you can replay to it promptly.

Rank Magic can help.

Contact us to find out how we can help review stars make you a “star” on Google.

I welcome you to join the conversation in the Comments section below.

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Don’t Show Up Missing on Google My Business!

/ Google, local search / 2 Comments

Your Google My Business listing is a local business essential

[Note: 2022] Google has renamed Google Business Profile to Google Business Profile. The rest of this article will use the new name.

Google My Business listings are essential for local businesses.If you’re a local business, dealing with your customers face to face, having an accurate Google Business Profile listing is critical. Google says this is one of the first things to do to rank well for local searches. Google says “The information in your listing like address, phone, logo, business hours, and website determine what shows up when people see you in Google Search and on Google Maps. Your Google Business Profile listing is a critical element in your local SEO.

See our blog post about getting found in local searches.

Too often information for small businesses on Google Business Profile is old or out of date. And when your NAP (name address, phone) is out of date or inconsistent with other citations across the web, that compromises your listing. It may even prevent your listing from showing up.

But worse yet is not having a Google Business Profile listing at all. If you’re a very small business or a new business, odds of not having a Google Business Profile listing are greater.

How to tell if you have a Google Business Profile listing

You might have a listing even if you’ve never created one yourself, so the first step is to see if you do. Start out with a simple Google search for your company name.  If your company shows up in the Knowledge Card at the to right, you have a listing.
Google My Business listings is found for this company
If this was your business, go to that listing and make sure everything you can fill out has been completed. Also make sure that everything is current, especially your NAP. AdviceLocal has published a nice set of things to do to optimize your listing.

Have you claimed your listing?


Compare the above good Google Business Profile listing with this one:
This listing hasn't been claimed yet.
I’ve highlighted the question: Own this business? — that only shows up if no one has claimed it yet. You need to click that and follow the on-screen instructions from Google to verify your listing

Verifying your listing

In most cases, Google will give you two options to verify the listing: by mail or phone. If the phone number on the listing is correct, that’s often the best choice. I’ve had several experiences where clients have selected the mail notification option, only to have to request it two, three or more times because whoever sorts the company mail mistakes the Google letters for junk mail and discards them. However, if no phone number is included on your current Google Business Profile listing you may have to select the mail option. Exercise some diligence so that when the letter arrives from Google you’ll spot it. When you get it, follow the instructions to login and enter the PIN in your letter to verify your ownership of the listing.

Once Google confirms that you own the listing, log into it and make sure everything is filled out correctly and is consistent with how you’re listed everyplace else.

Local Businesses need an accurate Google Business Profile listing.

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If you don’t have a Google Business Profile listing

When you search for your listing, if a number of listings about your business show up but there is no Knowledge Card about your business in the top right (like the search results page below), that’s an indication that Google Business Profile doesn’t have a listing for you.
No Google My Business listings exists for this company.

You need to create your listing

This isn’t as daunting a process as you might think, especially if you have a single location. If you have multiple locations, you’ll need to go through this process for each of them.

  1. Go to this Google Business Profile create-a-listing page and click on the green GET STARTED button.
  2. Enter your full business name and click NEXT.
  3. Enter your full address and indicate if you provide services at customer locations instead of at your business address. Many local service businesses operate out of a home office. You may want to hide your street address so customers don’t come knocking at your front door.
  4. Continue to follow the on-screen prompts until you get to the point where Google wants to send you a PIN by mail or phone. See the information above about verifying your listing.
  5. Once you get your PIN, enter it into your account to complete the verification. At that point you own and can manage your Google Business Profile listing.
  6. Next make sure to optimize your listing. Enter as much information as Google Business Profile will allow: logos, photos, business hours,  business description, and so forth. The more information you fill out, the more prominent your listing will appear. Make absolutely sure that your NAP is current and consistent with how it’s displayed everywhere else.
How to check, claim, and if necessary, create your Google Business Profile listing.

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A quick note about consistency

When it comes to showing up for local searches, an essential factor is Google’s trust in your NAP. Some citations may have a previous address, some have a local phone number and others a toll-free number. Some may even have variations on your company name. When that happens Google isn’t sure which is right. If Google doesn’t trust it knows your current and accurate NAP, it will be reluctant to display you prominently.

You can check your listing at several dozen of the top citation sources – local search engines, directories, maps & apps – with our handy  scan here. If that scan reveals problems, we can help.

Please join the conversation below with your own experiences and opinions.

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Frightening News about Page Speed and Bounce Rate

/ Google, SEO practices, user experience / Leave a Comment

Page speed and bounce rate – a couple of definitions

  • Page speed: the time it takes to fully display the content on a specific web page.
  • Bounce rate: the percent of visits to a site that look at only one page.

Measure your page download speed and keep it under three seconds

How page speed and bounce rate are related

Impatience drives visitors to leave a web page that doesn’t display on their computer or phone as quickly as they want it to. That’s a bounce. The rule of thumb currently is that you begin to lose significant numbers of visitors when your page speed exceeds two seconds. Pingdom says:

… the average bounce rate for pages loading within 2 seconds is 9%. As soon as the page load time surpasses 3 seconds, the bounce rate soars, to 38% by the time it hits 5 seconds!

Graph showing the relationship between page speed and bounce rate
This graph illustrates the bad news. As page download time increases beyond 3 seconds, bounce rate increases dramatically.

A high bounce rate represents lost business.
If your goal is for visitors to take an action on your site, such as filling out an information form, contacting you, or buying something  — then bounces  represent lost customers.

But it’s actually worse than that.

Ranking factors on Google

It’s been well known and reported here that page speed is a ranking factor at Google.  We began warning about it way back in 2009.  All else being equal, a fast downloading page will outrank a slow page.

We’ve also pointed out that a high bounce rate is a negative ranking factor on Google as well.

Frightening fact: Slow web page speed drives up your bounce rate. We explain.

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Update June 2018: If your market is international, it may help to know what your page speed is overseas. I recommend a test at DotCom Tools that will test your page speed at over 20 international cities.

Update December, 2019:  Matthew Woodward in the UK has written a helpful guide you may find useful. 6x Free Ways To Increase Website Speed (and search traffic!)

Why it gets really bad

The frightening thing about all this is that these two negative ranking factors compound one another. It’s bad enough if you suffer a ranking penalty because your page is slow. But that slowness raises your bounce rate, resulting in a double-whammy to your ranking in Google search results.

Our recommendation is to work to make sure your pages all download within three seconds at the most. Two seconds is ideal, but three seconds is usually tolerable.

We always welcome your perspective. Let us know what you think in the comments section below.

We offer a free SEO review of your website, including page speed and many other factors. Call us and let’s set it up.