Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Press Your Panda SEO, NO WHAMMY

Surprise! Did your website overnight all of a sudden lose rank, or did it rise in rank?

What is this rank thing you ask? Well, rank is how the search engines judge your website worth in terms of its quality-to-your keywords-to its content. Oh no, here goes that idea of unique quality content again. Now content in itself is a handful, but there is a bit more. As a busy business owner, I hear you stating, “like whatever.”

I can also hear you ranting, “I just want to be in the number one slot!”

However, think of this judgment as a type of score or grade that is used to determine if your website can even make it onto page one. You know, kind of like being in an auction. Keep in mind though that making it onto page one is still not enough. Say what! Yes, you have to make it into one of the top three or four organic slots. Why you ask? Because Slingshot research found that the lower your standing position sits on page one, the lower the probability that your site will be clicked on. Ugh!

Now Google sermonizes to create website content for your visitors not search engines; however, if you obey that and don’t shape it for the machine you may not rank. In other words, if you were to write your content blah, blah, blah naturally your site may not rank. Why? Because the machine cannot read your site’s content for its relevance, all the machine can do is crawl your site and give it a quality score aka rank. In other words, the machine is not conscious of your website’s intent.

I know this is hard to believe, but there are no human Google troops who manually grade your website. Instead, it is a machine that crawls it. So as I said early, you can’t just write content for your visitor as the machine proclaims because the machine cannot discern your website to understand its intent.

So what about the bit more? Well that has to do with your website:

  • Meta Data
  • Anchor Texts
  • Keywords
  • Duplicated Content
  • Links In and Out
  • Site Speed
  • Website Structure
  • Web Marketing

So what is SEO? Everything that has to do with your website is SEO, and how your website will be graded by the machine is subject to it.

Messy Websites BLOW

Why when I click on your ad or link am I taken to a web page that has nothing to do with why I clicked? I mean do you really think I’m going to search through your site? What’s worse is that if you’re paying for clicks and taking your visitors to crappy website pages you might as well just light your money on fire in an ashtray to watch it go up in flames because that’s what you’re doing anyways.

Here is perfect example of paying for a useless click (Florida Vacation Deals).

The keyword I typed in the URL bar included web master in it.

How many of your ads are running amok? Do you even know how to read your paid search data? I do, and the exampled company above just paid for a useless click. Ouch!

Here is another example of a paid ad that I thought [when I clicked on it] would take me to their services page; however, after checking that page out manually I understood why.

What I want to ask the person who is running their paid search advertising is why would they assume someone would just want to submit information without knowing what you can do? That’s not what the ad implied. I can think of a better use for that page, and provide a way to measure my theory that would lower their ad costs.

Then there are those pages you end up on with so much clutter that you cannot make heads nor tails of the mess that opened up before you. Here’s one for fun.

Come now you know these types of websites that I’m talking about, and if you own one of these types of websites wake-up because it blows.

Look folks it 2013, and no one has time to re-filter for what they are searching for. You have to deliver the right website link every time else you end up with a bounce. That means your visitor hit the back button, and s/he did not learn about what you are offering nor make a sale, sign-up, or do any other desired action. Additionally, your visitor is using mobile devices more than you think, and your website has to be able to meet the new demands.

Want another reason to get a better website? Your customers as well as your undiscovered customers are not call 411, or searching the yellow pages for you any longer.

The morale of the story is?

  • If you’re marketing on the web and your website blows, you’re losing money.
  • Get a website that kicks butt because your customers and future customers are yearning to do business with you.
  • Hire and work with certified professionals who are degreed in their field of expertise.
  • Keywords are just a small part of the puzzle, but having them on the right page matters.
  • Don’t make me think or read when I get to your website because I don’t have time for that.
  • Make damn sure your website is mobile fit otherwise you’re losing opportunities.
  • Build your website for your customers, not for you.

Relevance Transparency & Usability

I just got back from Bali, and took some time while on vacation to look at why websites blow. Now as I watched them drive on the left side of the road in Bali, it made me wonder why some many websites are on the left side of the Web rather than the right side of the Web. It’s not as if websites mean to drive on the wrong side of the www, but so many sites do. Take for instance a site that is loaded up with what the site owner wants. Oh, it maybe riveting; however, reality meets fallacy. So how does a website get on the right side of the Web?

  • Fulfill what the visitor is searching for
  • Path the website’s purpose (meaning make a purchase, a signup, a phone call, produce a lead…)

In other words, website content has to crisscross a visitor’s perception that meets their quest.

Another detail deals with fitting the reason why your website was pulled. The person is expecting it to be their solution. So why is it then that so many damn websites not communicate what they are about? This made me go back and even look at a website that sells high-end animal houses. What I’m confused about is if it’s actually a blog or a retail site. Guess that’s why I have not purchased anything. Break it all down and you have an unusable website.

The moral of the story here:

  • Don’t make me think
  • Don’t make me leave your website
  • Don’t play stupid music
  • Don’t have pop-ups or pop-unders
  • Don’t bore me with your stupid videos
  • Don’t have that person popping up (what is that about?)
  • Don’t have your font so small that it takes a magnifying glass to read
  • Don’t have your keywords so stuffed that it reads like garble goop
  • Don’t make your website out of flash
  • And for dog’s sake make that website mobile optimized

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