There is nothing more important to your search success than your value proposition. Go ahead. Click away. I know you probably don’t spend much of your time on such things. It’s all keywords and copy, copy and keywords. Yet, keywords and ad copy only get you so far. For your visitors, these answer the question, why am I here? The value proposition answers the next question, why should I stay? In the context of a webpage, your value proposition will be effective if it has the following characteristics: 1. Easy to grasp 2. Relevant 3. Clearly presented I sometimes call this the page proposition. For search traffic, you have some flexibility. Your page proposition doesn’t have to be the same as the value proposition of your business, unless you’re sending searchers to your home page (those poor visitors). Instead, think of your destination pages as an arresting picture, like those you find in a National Geographic magazine. The picture captures the eye, and the … [Read more...] about What Is Your Page’s Caption?
Attorney landing page
While Google’s mobile-friendliness algorithm update seems to have captured the lion’s share of pageview-pumping SEO posts, the doorway page update has seen relatively few screaming SEO headlines. Thus, I thought I’d give the poor, ignored algorithm its due. Last month, Google announced that it would be releasing a “ranking adjustment” to deal with doorway pages, noting that this update would have “a broad impact” on sites utilizing doorway campaigns. I have heard a few rumblings here and there — and I have definitely seen “Gateway Page” warnings in Google Webmaster Tools in the past — but I have seen no evidence that this update has been released, particularly no “broad impact” evidence, so there may still be time to avoid this one if you are at risk. Here are some steps you can take: 1. Avoid Empty Pages Take down empty pages. Don’t push new pages live until after unique content is available for them. … [Read more...] about 5 Ways Sites Can Dodge Google’s Doorway Page Update
But in these days of Google penalties, thin content warnings, manual spam actions, UGC spam warnings, etc., it’s often tempting to take a site that has been hit hard, toss it in the garbage and start over again. The challenge is that if you don’t think through the SEO issues, you are more than likely going to speed up your race to the bottom. If your site has lost a lot of organic rankings and you are about to change it dramatically, you and the rest of your team may want to read this first. Do you still have any organic traffic? If so, is that traffic of any value? While your site may not be generating organic leads the way it used to pre-penalty, it still may be bringing in meaningful business. Before you redo the site, you should understand that you are putting that remaining business at risk if you do not take it into account before you start the redesign. I was prompted to write this because we recently took on a multi-location lawyer client that had relaunched its … [Read more...] about This Small Business Redesigned Its Website & You Won’t Believe What Horrible SEO Thing Happened Next
According to a report in the Wall Street Journal (WSJ), Google has been sued by the Texas Attorney General’s office. The Texas Attorney General is currently investigating Google’s alleged anti-competitive behavior and potential abuse of power. That investigation is essentially parallel to what’s going on at the Federal Trade Commission. The suit, filed Monday in Texas state court, doesn’t claim Google is engaging in anti-competitive activity. Rather the lawsuit is seeking to compel Google to turn over documents relevant to the investigation. Google has declined to hand over the disputed documents because of what’s known as “attorney-client privilege.” That doctrine shields communications, verbally, in writing or in some other form, from discovery by an opponent or another third party. It’s a long and well established rule in civil and criminal law. The WSJ report says there are over 14,000 documents at issue. The Texas Attorney … [Read more...] about Google Sued By Texas Attorney General To Turn Over Documents
In 2007, I took some heat for pointing out that Google Trends showed declining searches for “yellow pages” while theorizing that this indicated reducing consumer interest in print and online YP sites. About four years later, we can now look back and see whether this turned out to be a valid prediction, and also reflect on what value YP may still have for advertisers. When I wrote that earlier article, I was aware that connecting a major shift in overall consumer behavior to a graphed trendline of searches in Google was a little loose in terms of causality. There are many reasons why people search for a particular phrase, and many reasons why cumulative searches for the phrase can rise or fall. (Not to mention, there is uncertainty about what the actual volume of searches is in the graphs since Google obscures volume amounts, and there can be error in assuming that Google users reflect the same search patterns of users who may search elsewhere, such as in Bing.) I had some … [Read more...] about Are Yellow Pages Toast? Four Years Later We Review Ad Value