Microformatting another way of getting better listings.

We all know that local search marketing is all the rage because the global community is looking more to their local area than ever before – and if you don’t then get researching.

Google of all the search engines is responding  in a big way by changing the way search results are displayed. If your apparent  intent is a search for  a local provider (by using postcode or place name) then they will show integrated local results. These results are outranking and being mixed in with natural search results. The result are natural looking listing that have more items like location markers and stars from review ratings that draw the users’ eye to those listings.

For local businesses and directories the way to win here is to code your website with microformatted to allow much better information updating in Google search results.

If your businesses that provide reviews of local businesses, microformatting  these reviews can provide a good gain traffic from local searchers.

If you want to know how to microformat your website successfully then please get in touch with Community Connections and we can really help to get things kick started for great results.

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Think about what keywords to use for your website

Selecting the correct keywords to attract interested visitors is the most critical step in any search engine optimisation campaign. One of the biggest pitfalls is selecting the wrong keywords and then building a campaign around them. This especially true for commercial sites where you want visitors who are buying.
There are a few common mistakes to avoid.

  1. Search Volume – Don’t select phrases based on the daily search volume, but look at relevance. Think about what people using the phrase are looking for – will they be interested in what you are offering?  It is better to have a hundred interested visitors than a thousand disinterested ones.
  2. Word Order – Don’t optimise for words in the wrong order. Research keywords based on “phrase match” not “broad match”.  For example “marketing small business” under broad match will have a high search volume but using phrase match shows that what you really wanted was “small business marketing” which has an even high search volume.
  3. Search Expression Phrase Length – Don’t use short phrases – generally short phrases don’t attract buyers.  Internet buyers usually use phrases with 3-5 words. Buyer phrases are usually very specific including make, model and location to get more refined search result.
  4. Localisation – If you are a local business then don’t compete on broad, national keywords. It is much better and easier to get good ranking for local phrases i.e. search terms and location. The chances are that your local catchment is where your sales will come from. Think of your neighbourhood, village, town and county.

Community Connections can help you get good results in all these areas.

Growing a SEO Long Tail

A SEO Long Tail?

The Long Tail is getting the fine detail of your website into search engines. So instead of targeting just 10 keywords and phrases you decide to target 200 tapping into the granularity of your website. This is  the fastest way of building quality traffic to your website.

SEO Long tail

SEO Long tail Keywords by Hits

But is does require planning

  • Identifying the relevant keywords.
  • Design a hierarchy and strategy.
  • Ensuring that when a user hits your site they find information that is relevant.
  • Ensure that the user can move on into your site to find more information.

Community Connections has been using these techniques with a client in Cambridge. In three months they have trebled  the visitors from 15,000 to 60,000 and increase the number of keywords used to find their site from 9,000 to 26,000. Having convinced the client that is does really work they are now investing in a website redesign which we have estimated to push their traffic to 100,000 a month.

Take a looks at your site and think about how it was designed and wonder if it could have been different. Community Connections can help you grow and change it.

How many links on a web page is too many

“How many links on a web page is too many?” – I was recently asked this and thought it was worth investigating.

There are two good reasons to keep your web pages links under 100

  1. Usability
    You need to think like a user and how a user takes a page in. Lots of links are confusing and can distract from the main message or where you want the user to go.
    Also you want to make sure that the search engines are going to where you want them to as well.
    Users often dislike link-heavy pages too, so before you go overboard putting a ton of links on a page, ask yourself what the purpose of the page is and whether it works well for the user experience.
  2. Don’t want to look like a link farm – spam.
    Can pages with over 100 links be spam? Yes, especially if those links are hidden way. But pages with lots of links are not automatically considered as spam by Google, though this has been the consensus for some time. It maybe that a search engine will not consider the links as important if there are lots of them – there is a suggestion of “page rank dilution”.

So don’t be tempted to build the “page of pages” and keep the message clear and simple.

While we are at it take a look at how users physicall look at your web page.

It is also always worth building a keyword strategy design before developing your page layout.

Think about how Google uses synonyms when deciding on keywords.

Google recently stated that over 70% of its search results are affected by the automatic use of synonyms (see here)

This means that you may be using unnecessary keywords on your site to optimise it.  This works both ways – do not take it for granted that certain words are automatically included (especially plurals) and many terms can be ambiguous.

For some idea on how Google is behaving use http://www.synonymlab.com/ to find out how Google is using synonyms with your keywords.

If you require more in depth help with keyword usage and placement  please see Community Connections.

Can you Over Optimize your website?

Can you Over Optimize your website? – Yes!

Keyword density on your web pages is key to search engine success. Where you place your keywords and how you implement them is equally as important. But you can do what they call keyword stuffing which has nothing to do with turkeys and Christmas.

To ensure the right success of all the pages on your website you should analyse how often you are using target keywords. Over use of keywords can compromise your search engine position.

Recommended keyword density is from 3% to 7%, anything above this can start to look like keyword stuffing this will not go unnoticed by search engine.

Use tools like http://webconfs.com/keyword-density-checker.php to analyse you site. Recent work by Community Connections has come up with surprising results – try it for yourself put your site in and some competitors.

If you require more in depth help with keyword usage and placement  please see Community Connections.

The days of only having an online presence are over

All businesses should have short and long term goals for business success. This planning process needs to be reflected in the planning of the organization’s website.

  • Why does the website exist?
  • What does the organization expect to achieve with the website?
  • What are the website goals?

These questions are so often overlooked in planning for the website. The days of only having an online presence are over, website business planning has to be integrated into overall business planning.

It is important to any successful business to correct this mistake to  and set website goals to affect the bottom line and justify your   investment.

For more see Community Connections

Organic search engine results can play a direct role in whether or not a paid listing is clicked.

Organic search engine results can play a direct role in whether or not a paid listing is clicked.
Research shows that if your business has both a paid result and an organic result appear at the same time, you have a better chance of your paid result getting clicked than if the organic result had not appeared.
On average, the impact of organic listings on paid advertising is 3.5 times stronger than vice-versa, possibly because of the tendency of consumers to trust organic listings more than paid ads.
  • There is a positive association between paid and organic listings increaseing advertisers profits by at least 6%.
  • The positive association is strongest when advertiser-specific keywords are used and weakest when brand-specific and generic keywords are used.
  • Click-through rates, conversion rates and total revenues are higher when both paid and organic listings are present simultaneously than when paid search ads are absent.
  • Click-through rates are 5% higher when paid and organic listings are present simultaneously than when only the organic listings are present.
  • Conversion rate increases 12% when paid and organic listings are present simultaneously than when organic listings alone are present.
  • As a whole, on Google, paid search advertising drives up to 54% of total revenue growth for businesses.

So what is the answer?  Businesses need to pay a lot more attention their keyword strategies when implementing a on line strategy.

Community Connections can help design and implement this for you.