For years people grabbed the Yellow Pages whenever they needed to contact a local business. If you needed a plumber in a hurry, you grabbed that book and simply searched under the letter “P”. But we all know that people just aren’t doing that anymore. If your company or business information isn’t readily found via an online search (and accessible from a mobile device, then you are missing a huge amount of business, and can’t remain competitive for long.
In addition, people now search a business name before calling or visiting to read reviews and know what others are saying about their experience with you. When they do that search, what are they finding? Do they find some partially completed pages and erroneous information from all of those listing sites like Manta and Yellow Book? Or maybe they don’t find any reviews at all, and decide not to take the chance – or worse yet, negative reviews from a customer that decided to go online and vent.
Now that people carry the entire internet in the palm of their hand with their smart phones, it has become a necessity to manage this process and ensure that your future customers can easily find you and can feel confident in contacting you or visiting your business.
Contact me if you would like to discuss easy ways to manage your business listings and online reputation. It’s more imperative than ever before!
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Take a few hours to create search engine friendly website content.
Why is this important? Website content plays an important role not just in educating the user of your business but in helping search engines rank your site higher in search engine results. The structure of the content, the usage of anchor text, inclusion of keywords and keyword consistency plays a key role in determining your site’s SEO.
Step #1: Keyword Research Focus your website content around two to three short-tail keywords (not more than two words) and two to three long-tail keywords (from four to five words).
▪ Short-tail keywords have a lot of competition, for example wedding gowns
▪ Long-tail keywords, otherwise known as ‘money keywords,’ are the ones that lead to conversion. Anyone searching for long-tail key phrases.
Step #2: Include Keywords in Site Content Components Site content components that have an impact on SEO are the following:
▪ Title – It must contain 60-70 characters including spaces and one to two keywords.
▪ Description – It must contain 150-160 characters including spaces and one to three keywords.
▪ H1 tag – It must contain the main keyword or money keyword.
▪ Site content – This can contain all the chosen keywords. You must include a keyword in the first few lines of your content.
▪ Image alt text – The content that describes your image. It can contain one main keyword.
▪ Anchor Text – These are the hyperlinked words in the content, out of which 50 percent can be keywords and 50 percent can be brand names or generic names. We discussed this in detail in our previous email about keywords.
Step #3: Enhance Readability
▪ If your keyword is bridal collection store West Palm Beach, do not feel obliged to insert it, as is, in the content. Follow grammatical rules in the key phrase while writing your content and instead, write; bridal collection store in West Palm Beach.
▪ You can bold/strong your main keyword, however, it is not mandatory.
▪ Proof read your content for grammar and spelling mistakes.
▪ Break chunks of text into bulleted lists.
▪ Use short sentences and plenty of white space.
Step #4: Optimize Anchor Text Some definitive to-dos when it comes to the usage of anchor text in your site content are as follows:
▪ Internal/External link anchor text must accurately describe the content it is linked to. For example, if you are linking to an external page about increased user buying statistics of a particular online brand, you must link it to anchor text such as increasing web popularity.
▪ Out of the total number of anchor texts in a page, not more than 50 percent must be exact anchor text matches. For example, if your keyword anchor text is amazing wedding dresses, not more than 50 percent of the links pointing to your page’s content should match each other.
▪ For the rest of the 50 percent you can use branded keywords, for example, Tom’s Bridal Collection or simply use generic anchor texts such as click here, read more, read more about David’s Bridal Collection and so on. The idea is to make the linking look natural and not just for SEO.
Step #5: Provide Unique Content
Create original content. * If content is written by a freelancer or SEO copywriting company, paste parts of the content into the Google search bar to check if it is copied (before the content is published on the site). * Use Copyscape to check for plagiarism (after the content is published on the site). * Insert short and long-tail keywords where they are relevant to the context of the content, i.e. keywords must flow naturally and not look like they are deliberately stuffed in. * Write unique titles and descriptions for each web page. * Keywords used in the title, descriptions, h1, image alt text and content must be consistent and relevant. * Add freshness to your website by including a blog page or an article section and updating its content regularly. Step #6: Check HTML to Text Ratio ▪ A 15 to 70 percent HTML to text ratio is good. ▪ 400 – 700 words per page of website content is ideal. Run a test on www.GPSPublicRelations.com/m to check the HTML to text ratio on your site.
News Update: Mobile is here to endure and is not a fad. Not only is it penetrating our lives, but companies with enhanced mobile websites rank better in Google. If you didn’t leap on the trend when it first started warming up, begin now and step aboard—This is the wave of the future.
Think about this:
Many studies suggest that poor mobile performance leads to less engagement.
A recent Google study found that 88 percent of smartphone users search for local information on their devices.
Don’t risk missing out on large slice of prospective customers. Test to see your website is revised for mobile usage. Spend some time examining your site on different mobile device platforms, and continuously keep the customers’ point of vision in mind. Next, decide what mobile solution makes the most sense for your listeners and your budget. (For example, would a responsive site be adequate, or could a mobile app offer a better user capability and increase sales?)
With all this explained, laptops and desktops aren’t being thrown from roof tops. But it does indicate shoppers expect comparable proficiencies on any device. Pinching and zooming is the same as dialing a rotary phone—and despite the fact mobile users can do it, they probably won’t.