Over the years, I’ve assisted hundreds of organizations with building out their content strategies and improving their overall search engine visibility. The process is fairly straight forward: Performance – Ensure their site performs well with regard to speed. Device – Ensure their site experience is superior on desktop and especially mobile. Branding – Ensure their site is attractive, easy-to-use, and is consistently branded with their benefits and differentiation. Content – Ensure they have a content
Publications always have the benefit of wrapping their headlines and titles with powerful imagery or explanations. In the digital realm, those luxuries often do not exist. Everyone’s content looks very similar in a Tweet or Search Engine Result. We must grab busy readers’ attention better than our competitors so that they click-through and get the content they are seeking. On average, five times as many people read the headline as read the body copy. When
How do searchers see and click on Google’s results in a Search Engine Results Page (SERP)? Interestingly, it hasn’t changed much over the years – as long as it’s just organic results only. However – be sure to read the Mediative whitepaper where they’ve compared different SERP layouts and the results within each. There’s a demonstrable difference when Google has other features included on the SERP like carousels, maps, and knowledge graph information. A top
One of my clients called last week and asked why, when she searched, her site was first in the rankings but another person had her down the page a bit. If you hadn’t heard the ruckus, Google has turned on personalized search results permanently. That means that based on your search history, your results will differ. If you’re checking your own sites’ ranking, you’ll probably find that they’ve all significantly improved. However, they probably only
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