Tag Archive for: SEO

How To Fix Common Technical SEO Problems

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Technical SEO can be interesting, but no one likes coming across the same problems time and time again. That’s why it’s shocking how many websites are struggling with the same issues.

Here are some of the most frequent issues that can found while doing a site audit. We also have the solutions, so you can be prepared if you come across any of these issues.

1) Uppercase vs. Lowercase URLs – This happens most often on sites that use .NET. The server is configured to respond to URLs with uppercase letters and doesn’t redirect or rewrite to lowercase versions. This issue is slowly disappearing because search engines are improving a lot at recognizing canonical versions and disregarding copies. Just because it is going away doesn’t mean this issue should be ignored. Search engines still make mistakes doing this, so don’t rely on them.

Luckily, there is a an easy fix for this issue in the form of a URL rewrite module, which solves the issue on IIS 7 servers. There is a convenient option inside the interface that allows you to enforce lowercase URLs. If you do this, a rule is added to the web config file and this problem is gone.

2) Multiple Versions of the Homepage – If you are auditing a .NET website, go check to see if www.example.com/default.aspx exists. Most likely, it does. The page is a duplicate that search engines often find via navigation or XML sitemaps. Other platforms will instead make URLs like www.example.com/index.html or www.example.com/home. Most contemporary search engines automatically fix the problem, but why not make sure there isn’t an issue to be fixed?

The best way to solve this problem begins with doing a crawl of the site and exporting it into a CSV filtered by META title column. Do a search for the homepage title and you’ll quickly spot duplicates of your homepage. An easy fix for these duplicates is to add a 301 redirect version of the page that directs to the correct version.

You can also do a crawl with a tool like Screaming Frog to find internal links that point to the duplicate pages. Then, you can edit the duplicate pages so they direct to the correct URL. Having internal links that go via 301 can cost you some link equity.

3) Query Parameters Added to the End of URLs – This issue is most common on database driven eCommerce websites because there are tons of attributes and filtering options. This means often you will find URLs like www.example.com/product-category?color=12. In that example, the product is filtered by color. Filtering like this can be good for users, but bad for searches. Unless your customers do not search for the specific product using color, the URL is probably not the best landing page to target with keywords.

Another issue that tends to show up on tons of crawls of sites is when these parameters are combined together. The worst is when the parameters can be combined in different orders but return the same content, such as:

www.example.com/product-category?color=12&size=5 

www.example.com/product-category?size=5&color=12

Because both of these have different paths but return the same content, they are seen as duplicate content. It is important to remember Google allocates crawl budget based on PageRank. Make sure your budget is being used efficiently.

To begin fixing this issue, you need to address which pages you want Google to crawl and index. Make this decision based on keyword research and cross reference all database attributes with your core target keywords. You need to figure out what attributes are keywords used to find products. In figuring this out, it is possible to find high search volume for certain keywords, for example “Nike” = “Running Shoes.” If you find this, you want a landing page for “Nike Running Shoes” to be crawlable and indexable. Make sure the database attribute has an SEO friendly URL and ensure that the URLs are part of the navigation structure of your site so that a good flow of PageRank users can find the pages easily.

The next step depends on whether you want the specific attribute indexed or not. If the URLs are not already indexed, add the URL structure to your robots.txt file and test your regex properly to make sure you don’t block anything accidentally. Also, make sure you use the Fetch as Google feature in Webmaster tools. Remember, however, if the URLs are already indexed, adding them to your robots.txt file will not remove them.

If the URLs are indexed, unfortunately you are in need of the rel=canonical tag. If you inherit one of these situations and are not able to fix the core of the issue, the rel=canonical tag covers the issue in hope that it can be solved later. You’ll want to add this tag to the URLs you do not want indexed and point to the most relevant URL you do want indexed.

4) Soft URL Errors – A soft 404 is a page that looks like a 404 but returns a HTTP status code 200. If this happens, the user sees something resembling “Sorry the page you requested cannot be found”, but the code 200 tells search engines that the page is still working. This disconnect can be the source of the issue with pages being crawled and indexed when you don’t want them to be. A soft 404 also means real broken pages can’t be found.

Thankfully, this problem has a very easy fix for any developer who can set the page to return a 404 status code instead of a 200. You can use Google Webmaster tools to find any soft 404s Google has detected. You can also perform a manual check by going to a broken URL and seeing what status code is returned.

5) 302 Redirects Instead of 301 Redirects – Because users won’t be able to tell there is even a problem, this is a pretty easy problem for developers to make. A 301 redirect is permanent. Search engines recognize this and send link equity elsewhere. A 302 redirect is temporary and search engines will expect the original page to return soon, which leaves link equity where it is.

Find 302s by using a deep crawler like Screaming Frog. It allows you to filter by 302s, which you can then check individually. You can then ask your developers to change any that should be 301s.

6) Broken or Outdated Site Maps – XML sitemaps may not be essential, but they are very useful to search engines that make sure they can find all the URLs that matter. XML sitemaps help show the search engines what is important. Letting your sitemap become outdated causes them to contain broken links and miss any new content and URLs. Keeping sitemaps updated is especially important for big sites that add new pages frequently. Bing also penalizes sites with too many issues in their sitemaps.

Audit your current sitemap for broken links. After, speak to your developers about updating your XML sitemap and make it dynamic so that it updates frequently. How frequently depends on your resources, but doing this will save you a lot of trouble later.

It is very possible you will come across other issues while doing an audit, but, hopefully, if you come across any of these, you are now prepared to fix the problem.

 

For more Technical SEO Problems, read this article by Paddy Moogan at SEOmoz.

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How to Use Psychological Triggers to Go Viral

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If you haven’t seen the political quiz website ISideWith, you really should give it a look. It won’t change how you’re going to vote in November, but it is a perfect case study in great viral marketing because, as Rand Fishkin points out, it has two important psychological triggers.

First, sharing is simple and obvious. They have made it easy for you to share the quiz on almost any social site with bright and attractive buttons. They even tell you how many people have taken the quiz because of your sharing. Showing how your sharing has influenced others plays on your ego and the desire to know how many people care about what you share.

Second, they ask you how your results made you feel. When you give them feedback, they create a ready-to-share Facebook post for you. By allowing you to not just share your results, but customizing it with your own reactions, ISideWith plays on the way people use Facebook to share how they feel. People don’t always share what they are doing or interested in, but most people share how they feel. Capitalizing on emotions is a smart way to make people want to share your content.

The site isn’t perfect – no site is – but it takes advantage of the emotions people invest in politics to make their content as shareable as possible, thereby maximizing the chances of going viral. By knowing the psychologies of your audience rather than just their activities, you can make them want to share your site with the world.

 

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Seven Mistakes That Can Kill Your Site

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Anyone that has built a website from scratch knows how much effort it takes to build an audience, raise your traffic and generally get your site known about. So, what happens if suddenly all that traffic disappears? All of that work can be undone in a single moment. Why does this happen? Usually it is because of mistakes you never knew you were making. Here are 7 common mistakes that could make your website fail.

  1. Pointing All of Your Backlinks Into Your Home Page – Link building is an essential part of any website’s SEO and doing it well means improving your search engine performance. The most common mistake with backlinking is directing all of your links back to your home page. Search engines think it is strange if all of your backlinks point to your homepage and will penalize your search rankings and your traffic. Instead, spread your link distribution and point backlinks to different pages within your website.
  2. Unnecessary Clutter – If you’re getting a lot of traffic, it’s natural to want to maximize your profit by monetizing your website. But be careful if you try to do this. Many add unnecessary clutter to their page while trying to monetize content, which changes your pages appearance and the way the public interacts with it. Too many advertisements and other clutter, will soon send the public elsewhere.
  3. Giving Too Much Content at Once – Content may be what the public is seeking on the Internet, but giving them too much of it in one place can be a bad thing. You want to keep your audience comfortable. Don’t make them feel overwhelmed by putting too much information in a single page. If you are going to be giving lots of content at once, split it across several pages so you will keep visitors’ interests.
  4. Amateurish Design – If you want your website to be respected, don’t put the design in unexperienced hands, even if they are your own. No matter how good your content is, if the design is off putting, you still won’t get visitors. It’s easy to find good website templates for cheap and there are always designers for hire. Don’t risk your reputation on a shoddy design.
  5. Being Disorganized – Visitors will always want their experience with your website to be as easy as possible. This seems simple, yet many still provide confusing and disorienting sites that frustrate their visitors. Those visitors won’t care about what content you are offering if they can’t find it easily.
  6. Trying to Advertise Before Your Content is Finished – Search engines will notice if you try to push for traffic before your website content is finished. Search engines favor content that is geared towards their audience and no audiences favor unfinished content. It seems amateurish, and you are focusing on the popularity and money before you have a proper product to offer. Instead, get some great content before you start trying to attract the public.
  7. Going Plain Text – It’s simple: people get bored quickly. Failing to add graphics, means your audience will get bored almost immediately. Give your visitors something to catch their eye everywhere you can. Keep them interested.

These ideas may seem like common sense, but websites continue to make these mistakes every day. Avoid them or one day you may notice your traffic has gone somewhere else.

 

For some other more information on how to keep your website running smoothly, go to Sathishkumar Varatharajan’s article at designrhub.

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How To Diagnose a Sudden Drop in Search Traffic

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So you’ve been having steady traffic on your website for a while now. You are eyeing expansion and everything seems fine. Suddenly, your traffic nose-dives. There are a few reasons this can happen.  Some are very easy to fix, while others are more problematic. Here is a six question checklist to help identify what is causing the issue and how to solve the problem. Before going through the checklist, please make sure this is actually a search issue. If you go to Google Analytics and go to Traffic Sources->Sources->Search->Organic and select a range of a few months, you will see an image depicting your traffic with the sudden drop. If there is a drop in traffic on this chart, you likely have a serious search issue.

  1. Has the Analytics Tool Been Removed or Altered? – This tiny issue is by far the easiest to fix. It can happen frighteningly easy and frequently, but use an Analytics checker/debugger tool, and you can quickly find and fix this issue.
  2. Have There Been Any Significant Website Changes? – Sometimes just redesigning your website can shatter your rankings. Even removing content or restructuring what order your content appears in can have big effects on your site. Usually, this issue can be solved by using an Analytics tool to see if there were any changes right before the drop in traffic.
  3. Have You Been Hacked? – It is not as easy to know when you’ve been hacked as movies might make you think. There are spam attacks that don’t affect Active pages, but instead create new directories with spam content. This makes the hack harder to find. If a search engine picks up on it, the website is often penalized. Google and Bing Webmaster Tools can help you quickly find out if you are vulnerable to hackers. You can also do a manual search of “links:[your URL here]” to search for meta descriptions that look like spam. The solutions to being hacked vary but once you’ve uncovered the issue, you can look for specific solutions. Usually, it will involve loading a clean backup and changing all passwords.
  4. Has There Been a Major Algorithm Update? – If none of the above questions have helped, it’s quite possible your traffic issues are being caused by an update. Look through available and reputable resources to see if other websites are dealing with similar issues. If your problems are caused by algorithmic changes, it is time to seek professional help. Changing code won’t fix the problem. Instead, you will likely have to make large shifts in company practices, strategies, content and link building.
  5. Has the Site Been Hit With a Ranking Penalty? – If an algorithmic update isn’t your problem, chances are your Web site has been penalized. If you have incurred penalties, it means there has been a sudden spike in bad links or spam content. You should audit who is in charge of making sure your site is following SEO policies and make sure they are up to date with the best practices.
  6. Are You The Victim of Negative SEO? – Negative SEO happens when a competitor manages to automate spammy links at your Web site, causing site wide ranking drops. Bing Webmaster Tools has a Disavow Links Tool but unless you’ve seen a sudden rise in spam content or bad links, you can ignore this tool.

These steps can help you fix sudden traffic drops but you may have to hire professional assistance if the first two questions didn’t help. Luckily, these problems are fixable and soon your site will be back up to its steady flow of traffic.

You can read more about identifying search traffic drops in John Lynch’s article over at Search Engine Watch.

 

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Content Marketing and Its Long Term Benefits

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While building links is a common strategy for gaining exposure, focusing less on link building can actually earn you more links. Content marketing produces links, but it also improves your brand image and can make key connections that will net you more exposure than before.

These four content marketing advantages all naturally make links, which means less time focusing on link acquisition.

  1. Creating Large Amounts of Targeted Traffic: Producing great content that gets posted to popular websites gets you a large amount of traffic and exposure, but what good is exposure when it’s aimed at the wrong people? Since Google Penguin, the links of real value are those that make you visible to your market demographic. You can do this by understanding what trustable websites look like, considering audiences when evaluating a Web site, working with publishers before creating content and working with the most influential contributors to a site.
  2. Engaging Social Media: Sharing your content on social media sites helps you gain wide exposure as well as allowing you to fit your product to the needs of niche audiences. If you can get your content repeatedly shared, you can help establish your brand and its value. This can be achieved by optimizing your content for social media.  Allow visitors to link to social media sites with appropriate but non-distracting buttons on your content. Consider how the content will look when shared, and use eye-catching images. You may even consider buying ads on social media sites where your target audiences gather.
  3. Create Immediate Conversion Opportunities: By distributing content with positive brand information, you can create easy opportunities for conversions. Remember, all content you create draws people closer to your brand. Be sure to make it easy to subscribe to your RSS feed or email list and collect email addresses by making users give them to receive more content.
  4. Encourage Brand Advocacy: All content creates an opportunity to connect with your audience. The larger the audience you get, the more people you need to share your content. By getting people to repeatedly share your content, they are improving your brand’s reputation. This leads to more potential customers, which in turn leads to more potential advocates. Create advocates by always responding to feedback – positive or negative. Make it easy for people to get involved. Allow the community to help create content. If they believe in the content on your site, they will share it.

Content marketing is a sustainable strategy with long-term rewards. You always want to stand out. Unique, valuable and exciting content helps distinguish a brand in a way linking campaigns can’t.

To read more about content marketing, look at Loren Baker’s article at Search Engine Watch

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The Seven Most Common Mistakes for Startups

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Many startup companies make the same mistakes when conducting their sales campaign. We’re here to help you avoid them. Here are the seven most common mistakes for startups. While some of these may sound like common sense, knowing these ahead of time and knowing how to fix them can save your company a lot of trouble.

  1. Not Understanding Your Customer: Treating all clients as the same is a huge mistake many startups make. It is easy to make assumptions about what your customers will want but they will all have unique concerns and problems that have to be dealt with in a personalized way. Not every customer responds to the same sales pitch. Asking questions early on will allow you to answer their questions and sell them on your service.
  2. Not Selling: Rather than focusing on the extras and luxuries of your product, pinpoint the ways it will solve that specific client’s problems. This means asking the questions that will tell you what the customer needs. Showing a few ways your product will directly benefit a potential client goes a lot further than telling them about what you plan to put into the product later.
  3. Being Absent: Failing to meet potential customers in real life to close the sale means missing two of the most essential experiences for a startup. Not meeting in person hinders the ability to directly connect with clients and build long term relationships. It also means not hearing the specific concerns of the customer, which is easily the best way to improve what you are selling.
  4. Failing to Follow Up: After you give your pitch, follow up. While it seems that giving your pitch and traveling onto the next potential client increases prospective customers, moving on actually makes the clients forget about you. Don’t harass your leads, but keeping your product fresh in their memory until they make up their mind never hurts.
  5. No Process: Tracking basic information such as phone calls and emails, connections to decision makers, closed deals and deal values is an essential activity for startups, but many forget to do it. Having a process in place means knowing where you stand with all potential customers.
  6. Charging the Wrong Amount: While skewing prices cheaper seems like it would make your product more attractive, it can sometimes make customers question its value. Don’t undercharge. Set your price at one that will allow for a sustainable business and reflects the value of your product. Attract customers with what your product does, not how cheap it is.
  7. Not Asking For a Sale: If you have been in contact with a potential client for a relatively long period of time, don’t be afraid to ask for the sale. If you’ve put effort into establishing a relationship with the potential client, they should be happy to close the deal.

While startup founders come from all walks of life, knowing how to be an effective sales person is required to make a product succeed. Even if you’ve already made one of these mistakes, they are easily fixable. With these problems solved, you’ll be well on your way to making your service a reality.

 

You can read more in Steli Efti’s article at TechCrunch

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6 Times To Avoid an Infographic

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While infographics are often a great way to attract attention, there are times when they are not the proper solution for a client. Here are six instances where infographics don’t provide a good return of investment for the client and shouldn’t be used.

  1. Sites with Questionable Links – All SEO experts know about the huge shift created by Google’s Penguin and Penguin algorithms. Owners of penalized sites will often ask if infographics can solve their problems. Infographics can assist in varying backlinks, but it can’t solve all of the issues. Before recommending an infographic, you need to know about the specific penalties.  Also, many sites with “grey links” haven’t been penalized. Infographics can cause these sites to be identified and then get hit by penalties. Investing money for an infographic (which can cost thousands of dollars if independent research and design is needed) is not a wise recommendation when a website may be already on the edge of penalties.
  2. Under-developed Sites – So, you have a brand new website. Wouldn’t an infographic be a great and easy way to advertise your site to the world? Probably not. They don’t just bring links. They also help place your brand in front of the proper audience. By publishing on an under-developed site, clients may get the impression that you are sloppy or lack experience. Also, like is commonly found in SEO, the ROI relies on how you leverage the assets you already have. Infographics may help leverage your Social Media status and RSS subscribers, but you’ll want to make sure that these are all up to date beforehand.
  3. Lack of Social Media Plan – A real social media plan is not just having a Facebook or Twitter. Infographics are designed to be viral and attract tons of social-media savvy people to your website. If your social media accounts aren’t updated or lack content, these visitors are unlikely to become an audience. Before you use an infographic you need to update your content frequently, court a number of followers and have a stategy for identifying members of your demographic.
  4. Lack of Mailing List – Using an infographic without a mailing list means missing out on a massive opportunity. Having 10,000 unique visitors sounds wonderful initially, but is not likely to provide a long term audience. However, having just 50 people sign up for your company’s mailing list is an essential part of converting visitors to leads.
  5. No Budget – While numerous places offer infographics for relatively cheap, they don’t allow you to rise above the clutter of the internet. According to Topsy, in 2012 17,000 tweets included the word “infographic”. That means a mediocre infographic will not capture the attention of the biggest markets. Making an infographic requires a skilled team and usually costs over $1,000. If you can’t afford that much, you’re more likely to see a return on your investment with link bait articles or guest postings.
  6. You Don’t Understand Infographs – Infographs are for good content but that content may not always be what you personally enjoy. It is aimed at your demographic and the online sources that focus on that market. Trying to squish a long detailed report may seem like a great idea, but it is unlikely to go viral. It may be visually appealing, but it won’t convert potential customers.

To see the original article by Danny Ashton:
When NOT to use an Infographic: 6 Examples

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Case Studies, Social Link Bait and How to Make Viral Content

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Most people skim articles until they find something that catches them. You could use a gimmick to grab people’s attention, but the best way to get your readers to read your entire post is to create high quality content with proof to back it up. Case studies are one easy method to get into a topic while providing your readers with quality information. They are also one of the most favorable forms of content on the internet and wonderful “social link bait” or quality links.

Creating a case study should be easy if you can write high quality content. By adding reasearch and data, you can make a superb case study.

All case studies are unique. Your experience on a given topic and the amount of time you allocate for creating content make every study different. You will have to experiment, but the more time you put in will probably decide how good your content will be. You’ll need to do a lot of reasearch so that you can disect whatever the topic is well enough for your readers to understand. True quality content takes a lot of effort and time to make something the majority of a demographic will be interested in.

Case studies have a lot of benefits, including increased website traffic, brand recognition, social link bait, networking and overall site improvement.

Out of the many benefits of creating high level content, especially case studies, one of the best is the creation of social link bait. Social link bate is “any content of feature within a website designed specifically to gain attention or encourage others to link to the website.”

Social media has become ingrained in the lives of millions.  This has lead many away from Google and SEO over the past ten years. This is why link building is essential. “People will start caring less about links in future years because social popularity will become the new link popularity.” (Point Blank)  Google and Bing have even started including social media information in their searches. It also seems logical that Google will put in place a “social rank” system to compliment the “page rank” system many are unhappy with. With these changes, more professionals have seen the divide between research and data-driven results.

Social link bait is similar to regular link bait except it is shared by more websites. Social media is the most common platform for our demographics to share link bait.

To create social link bait, remember that it must be “socially sharable.” You can use sites like ThingLink for image optimization. It even includes a way to include links in your images.

Articles are simple and classic, but content can be made other ways. Why not try out a case study and try to make some social link bait? Money isn’t needed to make viral content and trying these methods might be a great start.

Gregory Smith writes for Search Engine Journal.

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SEO is More Than Keyword Targeting, Some Learn the Hard Way

Many SEO companies know that sometimes their clients have in mind that they must rank for a specific keyword. No other options are acceptable for them. And even though you try to tell them that ranking for that keyword will take a great amount of time and effort because of their competition or that ranking for that keyword isn’t worth the effort they think it is, they do not budge.

It can be intensely frustrating (check out this story at Search Engine Journal for a good example) and even if you accept the request by the client, sometimes they are not happy with the results produced even if/when you satisfy their needs. What can be learned from this?

If you need SEO for your site, realize that keyword targeting is still important but is not the ONLY thing SEO does. SEO is about generation of quality traffic. If you focus only on ranking for keywords, you’re missing a lot. When you show up for keywords on the SERPs it’s good as a testament to the work that you’ve done, but are you getting quality traffic for those positions and those keywords?

In many cases the keywords you get better traffic from may not be the keywords you’re actively checking. The best way to find these are to check your Analytics tools to see what people are finding you with on the search engines.

Real SEO brings quality traffic to the site in many different ways, not purely from specific keywords you might be targeting. This has changed especially since the Panda and Penguin updates – overoptimization of specific keywords is penalized even more readily now. So if you’re focusing on just one keyword, that runs a big risk of making all of your rankings worse than they were before, even using what used to be fully functional SEO tactics.

If you do hire a professional SEO team, keep in mind that they should be doing work beyond just trying to rank for specific keywords, and if they don’t, be cautious. And don’t expect rankings to be the only positive results from this work – you should want to get some quality traffic from the work being done. Good rankings is just extra gravy on top that you can look at and be happy about.

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March 2012 – Major Changes From Google

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Google’s made some very big changes in the past couple of weeks, and it’s affecting more sites than previously expected. In what way? Depending on how SEO has been done, some sites are dropping a few positions, some are dropping by multiple pages.

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