SEO

Why Your On-Page Turns Search Engines Away

3 28 13 sejedited Why Your On Page Turns Search Engines AwayToday’s I’m going to show you how to ensure your on-page optimization doesn’t turn engines away. Let me first tell you a story. A friend of mine keeps his toothbrush in his kitchen. Thinking it peculiar, I inquired about it. He responded, “Do you keep your plates in your bathroom?” I thought this more quizzical than the placement of his brush. There is a lot less bacteria in my kitchen cabinet than out in the open in my bathroom.

It turns out he’s right; ironically, placing a toothbrush, an instrument of cleaning, out in the open in the bathroom increases its likelihood of being tarnished with bacteria. What other ironies are occurring in our offline lives!

Here and now, what about online? Fabulous web designers, strong copywriters, and clever marketers devote energy into your brand’s website and presence, making impressions on current and potential customers.

However, are search engines turned away from your site? Are your site’s pages properly optimized for best indexation and reception?

Terrible irony alert – your brand’s ability to communicate with customers is fantastic, yet its presence and optimization of online platforms is poor.

Site Architecture

URLs

Maintain consistency with your URL structure. Keep URLs short, exacting a logic regarding main and subfolders. Best methods include:

  • Targeting key terms
  • Using hyphens between words
  • Being consistent

Take the time to map to-be URLs, making them succinct and logical.

Crawl Access

Don’t sacrifice design and function for accessibility; optimize your brand’s online property (You would not lock the front door to your brick and mortal store, right?) Particular Flash and Java design elements, though eye pleasing, could block engine spiders and possibility of indexation.

For better crawling:

  • Limit using Flash and Java
  • Use webmaster tools to check indexation

Canonicals

Webmasters and marketers devote energy toward link building and driving traffic to particular pages, these pages eventually building authority. But what if brand pages were competing against other brand pages?

Sometimes, due to page navigation, session IDs, and other architecture issues, pages have more than one URL associated to them. Alert search engines of your preferred URL, using the canonical attribution.

Titles and Description

How would you file your business papers? For best organization and results of recovery, you’re likely to put everything in its unique place.

Meta titles and descriptions help search engines do the same with your brand’s pages. For best results, make each title and description unique, creating a great experience for users while facilitating indexation.

Robots.txt

How do sailors navigate the vast seas? They have maps and the stars to guide them. Help search engines navigate your site; lend extra direction with robot.txt files.

The added ability to direct search engine spiders and communicate crawl preferences, modifications, and eliminations is a huge benefit for many webmasters who compose and submit succinct and clean robot.txt files.

Load Times

This an insight inextricably associated with user experience as well, consumers don’t like to wait (especially with plenty of choices at hand). Mind your site’s and individual pages’ load times.

Webmasters apply a number of structure modifications (such as minimizing html, using content delivery networks, and particularly positioning style sheets) in order to increase page speeds and load times. Additionally, webmasters read hosting reviews, ensuring chosen hosts’ architectures are optimized for quick load speeds.

Content

Language

Your brand message and approach may differ depending on location and language, for instance when selling to a consumer in America as compared to one in Sweden. Search engines embrace unique content; therefore, make your content unique and targeted toward chosen languages.

Purchase domains targeted toward a particular countries; optimize pages for countries and not languages; and, target specific search engines when considering content placement.

Quantity

Prior Google updates targeted content ‘farms’ or lazy methods of advertising, penalizing those who create multiple pages with little to no difference in message or principle.

Consolidate brand messages as well as the site-unique pages hosting them. Rather than ten pages related to respective topics, search engines prefer one, robust page efficiently fulfilling consumer queries.

External/Interlinking

Webmasters interlink site pages, facilitating user experience; additionally, external links improve the research experience of consumers.

While certain actions (such as evading a ‘link farm’ or heavy external link page) are not endorsed, no exact rules regarding the number of internal and outgoing links exist. Therefore, webmasters balance the number of links on respective pages for optimal indexation and engagement.

Keywords

In the early days of the web, when engines used on-page elements (like the number of times a word is used in text) to serve queries, webmasters ‘stuffed’ words in text, hoping to trump other web pages of similar topic.

Those days are gone, and while best methods of communication point to the obvious use of particular words associated with products and services, executing natural methods of communication work best with consumers and search engines. Keyword density tools exist, helping webmasters determine consistency of message and volume of waged words.

Video

Brands seeking to make solid impacts with customers (after the terror of Panda and Penguin) embrace forms of content marketing, distributing content via textual blogs, visual infographics, and multimedia videos. In-house strategists and content services use consumer knowledge to engineer messages, driving optimal reception, traffic, and conversions.

The introduction to snippets and schema markup in the SERPs has influenced user behavior. One marketer finds the conversion rate of a particular key term increasing over 300% due to video content and proper markup.

Schema Markup and Snippets

You’re driving down the road, looking out the window, seeing nothing but blue skies. A huge billboard comes into view; you can’t help but notice the ad, whether you’re immediately in need of the brand’s services or products. Snippets offer brands further ability to make engine-generated results standout from the crowd.

Engines read webmaster-inserted schema markups, delivering the added information to onlookers in reference to movie ratings, food recipes, publication authors, and more. As adding a video increased a marketer’s conversion rate in the above video example, snippets improve visibility, and in comparison to a competitor’s served result, could dramatically improve conversion rates.

Did you know smiling can get you promoted? Maybe my hygienic friend was hoping to get a raise. Raise the appraisal of your site’s pages by minding the above sections and messages. Remember, you want your brand to make a magical impression; however, ensure on-page elements are not hiding your brand’s ability to show search engines and consumers your smile. Turn them on and not away with on-page optimization.

 Why Your On Page Turns Search Engines Away
Anthony Pensabene works at SkyrocketSEO as community manager. Anthony's content focuses on PR, writing, branding, and combining traditional sentiments with current-day consumer behaviors and trends. Read him at Skyrocket's blog and Content Muse, and watch him on LinkBuilding.TV.

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3 thoughts on “Why Your On-Page Turns Search Engines Away

  1. Simple but yet effective post for the rookies in the SEO industry Anthony! To increase the crawl depth of the search engines good internal linking is very important, avoiding too many footer links etc. are very important to pass on good signals to users and search engines.

  2. Anthony. Really thorough approach to all the key SEO elements that need addressing in the first instance. Yes these are simple elements but i have seen it time and time again where these areas let client’s sites down. Get the essentials right and you will attract the search engines. If you want to notify the search engines after you push new content live try this notification method. http://www.jellyfish.co.uk/agency/blog/submit-your-website-to-search-engines-faster-than-usain-bolt-9.58s/. or at the same time update a post on G+. We have found that Google spiders visit our site straight after a URL update on Google+

  3. Great post, Anthony! :) I would also include a bullet about tidy codebase as I’ve experienced a number of clients clueless as to why a page with more than 50+ major markup errors or an entire website was unable to be indexed by search engines.