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Website Owners: 3 Tips And A Powerful Two Audit Tools From Google

There are three significant measurements to building a website with quality content which are length, speed, and relevance. These are not new, however the specifics on them morph so, as a prudent website owner, you want to keep up to speed those modifications.

This article will explain those three characteristics and review a free audit tool, provided by Google Developers, to evaluate your page speed and SEO (Search Engine Optimization). This is a “how to” of your website maintenance for all you DIY folks. If these topics cause confusion to you, or you just want some professional guidance, check out our website owner training program.

1. PAGE REVIEW

According to the buzz at this writing, a quality page, according to Google Search Standards, is at least 1,500 words and 2,500 is better. The content on that page is unique and relevant to the topic that relates to the web site at where the article is posted. For example, if your web site is a bakery, then maybe your home pages discusses your services in general with specific links to each section of your site. One section is catering services. Another section is breads and pasties. One more section could be cakes. Still another section is your cafe.

It is never, ever, a good idea to make a link, on the top of your we page(s), to another website.

When considering the long term effort to sustain your site content, a base rule is 50 pages. When you have 50 pages or more, you have reached a real milestone and earned some additional credibility in search engine bot land.. This level of content tells Google and Bing that this web site is here to stay and, more importantly, has something to say.

FORMAT

When you are not sure how your web page design is being interrupted by the search bots, run a free check. This is the first fee audit tool in this article, from Google Developers, to see if your web page design is mobile friendly. You will find this link below in the Summary section of this article.

As a standard procedure, design your page for mobile devices first and then do the design for laptop or desktop viewers. This has been said over and over again for the last three years. Always use your website analytics to see what devices your website visitors are using.

Are you using landing pages with your target audience? New research is showing that people are moving away from that type of format.

”Only 17% of marketers use landing page A/B tests to improve conversion rates.”

~ HubSpot, 2020

A landing page offers a prospective customer a resource, such as an ebook or webinar signup, in exchange for their basic contact information. The goal of these pages is to generate leads, build your base, and it’s an ongoing effort.

From my research landing pages are being used on larger accounts and website ones using a platform, like Shopify, to produce their website. Smaller merchants and sellers are relying a simpler approach to connecting with their target audience. I am finding that most smaller business use their website as a showcase, and to establish/sustain a presence in organic Google search results.

This is old news by now, so probably the last time I will bring it up. You should always protect all of your websites with HTTPS, even if they don't handle sensitive communications. Aside from providing critical security and data integrity for both your websites and your users' personal information, HTTPS is a requirement for many new browser features.

Last week I was redesigning a website and the existing photos, when placed on the Webster architecture, would not appear in any browser until i switch HTTP to HTTPS. Just saying, the tech giants are serious about using HTTP. You can place a free SSL, secure sockets layer, certificate on your website from almost every website host these days. Don’t have a website host. Be sure to check out CloudFlare.

HTTPS makes safer internet by reducing the ways intruders intercept communications between websites and users' browsers. IT Here are loads of intentionally malicious attackers, and legitimate, but over zealous companies, such as advertising firms or hotels that want to place ads into pages, which they can do on HTTP.

Let's discuss how to optimize your structured data project to improve your website performance.

The best website audit tool I have found, meaning it provides an array of specific website data, that I can look over at my leisure, is LightHouse by Google Developers. The link is below in the Summary section of this article.

2. PAGE SPEED

Speed is has been brought into the mix of algorithms several years ago, today it plays a more predominant role as a ranking factor for websites in mobile searches.

Users want to find answers to their questions quickly and data is telling us that people really care about how quickly their pages load. The Google Search team announced speed would be a ranking signal for in ranking search results ablate two years ago.

Page speed is all about the software or platform you are using to publish your website. Two factors contribute to that which are page design and content optimization. For example, if your images are not compressed you are not going to like your page load score.

Three common mistakes include thinking if your page loads fast for you it loads fast for everyone. Second one is that a single point in time does not represent the ultimate measure meant of how fast your point loads. In other words, the speed measurement is constant. Third, along the same lines of constant measurement, no one action on your site represents an overall measure meant of page speed score.

What we are being told is that your entire site is measured that will then output a page speed score. Clear to see that faster is better.

”77% of smartphone shoppers are more likely to purchase from companies whose mobile sites or apps allow them to make purchases quickly.”
~ Think with Google

Our expertise will reduce your learning curve in your website design project for mobile devices.

3. REVELANT CONTENT

Structured data is a tool developed by Google some time ago. Today, in 2020, it has advanced into an in to a new form called data rich snippets.

To optimize your content for being recognized by bots, in a way that positively supplements your marketing efforts, you need to install data rich snippets on at least one or two of your pages.

The website with format of the snippets is here: https://schema.org/docs/gs.html. As an example, there is a data snippet for organization, product, service, local business, and many more.

What you do with the snippet is customize the info of each “item” with your info, then place it in the HEAD section of you page, and keep it your info current as time passes.

As an example, at a bare minimum, complete the data snippet for your organization and put it on your home page. On whatever page you are selling a product or service you need a product or service snippet there too.

Here are some important do’s and don’ts.

  • Don’t create blank or empty pages just to hold structured data.
  • Don’t mark use content in your structured data if the web page viewer cannot see it. The data has to viewable in the actual web page. For example, the description in the data should be visible on the web page.
  • Not a good idea to mislead readers or impersonate other people or organizations.
  • Specify all required properties for your data snippet type. Items that are missing required properties in the snippet are not eligible for rich results.

When you are employing these data snippets, you are installing an intelligent method of SEO. The structured data snippets are the latest and greatest from Google to better define the web. We may not like the over reach of Google, but as website owners, we use keep up with their tools to archive optimum search results.

Structured data snippets help the bot more easily organize your data into the mother lode. The rich data snippets make it easier for the search engine to display upper product or service. Below is an example of a rich data snippet in a search result.

PRODUCT

I thought it would be a good idea to display a data snippet for a product in this article. Most websites sell products. Basically, you could copy this snippet into a text editor and replace the existing information with your product info.

Remember, to place your snippet in the HEAD section of the page, not the BODY section.

You can click on the image below to see an example of a product - rich data snippet - in a text file.

SUMMARY

Two free audit tools from Google Developer

Check your website to see if it's formatted for mobile devices is here https://search.google.com/test/mobile-friendly.

Review the page speed and SEO of your web page content using LightHouse.

A decent first step to getting a handle on your website content is preforming a website audit using the LightHouse link. That will give you scores for elements that compile web page speed, along with a score on SEO (Search Engine Optimization), and those results are from a search engine point of view. With that audit in hand, you have a road map to optimize the three characteristics discussed in this article.

If you are using zero data snippets now, you need to at least get started with inserting structured data into a few of your web pages. It depends of your type of business as to how to apply the structured data or data snippets. For example, if you have and article on your page, use structured data (aka data snippet) for articles. Here is structured data snippet example for a t-shirt, keeping in mind the content can be changed in that product data snippet to display any product - just do not modify the file architecture.

If you have any questions, let me know. ~ Steu Mann

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