The HTTP/2 protocol was published in 2015 with the aim of creating a faster, more secure Internet. Adoption has been gradual and is ongoing, but there are clear benefits for marketers who make the upgrade. So what exactly is HTTP/2 and how does it affect SEO? The variety and quantities of information transferred on the Internet have changed dramatically in the past decade. Content formats are larger and more complex, mobile usage has increased significantly, and there is a growing global population of Internet users on a daily basis. It is within this ever-changing landscape that a group of developers built SPDY (pronounced ‘speedy’, aptly enough), to build on the syntax of the original Hyper Text Transfer Protocol (HTTP). As the name suggests, SPDY was developed with the core aim of finding faster ways to transport content on the Internet that would reduce page load speeds. SPDY was primarily developed by a group of Google engineers and it provided the platform for … [Read more...] about What is HTTP/2 and how does it benefit SEO?
Did you know that more than 50% of online shoppers turn to Amazon to begin product searches? “Amazon has become the reference point for shoppers,” Jason Seeba, head of marketing for BloomReach told Bloomberg Tech. “Shoppers will go to Amazon first to find a product and check prices.” If you are looking for a launching pad for your products that your target audience likes and finds useful, Amazon is it. To get the most from your listings on Amazon, however, you will need to employ some SEO tactics to showcase your products and business. The following will serve as your guide to expert Amazon SEO and ranking your products on the largest online retail site in the world. Understanding Amazon results pages Knowing the intricacies of how Amazon displays products can be very beneficial to getting your products seen. They pretty much have two results page formats. There is the list view with 15 product results covering all departments. Also the gallery view with … [Read more...] about Amazon SEO: A guide to improving your rankings on Amazon
Content marketing is a highly viable digital marketing strategy, designed to attract and drive traffic to your website or specific landing pages. But you could be the best writer and still not attract qualified readers (or worse, any at all). The importance of an effective, attractive headline cannot be overstated. Think of your audiences as hunters and gatherers. They’re constantly scanning and searching online for what they need. And most of the time they don’t find it. A good headline that catches their attention and entices them to click through to read the rest solves their problem – and creates coveted lead generation opportunities for you. Make headline writing (and perfection) a key component of your content marketing strategy. Follow these simple rules and you’ll appeal to audiences as well as search engines. 1. Use keywords But just one. Including keywords in your headlines is important, as major search engines such as Google, Yahoo! and Bing will … [Read more...] about How to write blog headlines that drive search traffic
Link-building is a tried and tested SEO tactic, and although there are a number of dubious ways to go about it, at base developing a strong link-building strategy is a smart and very necessary way to get your site ranked above your competitors. This is particularly true of local SEO, where a few savvy tactics for building links and relationships with other local businesses can give you a huge visibility boost in local search. According to the 2017 Local Search Ranking Factors, inbound links are the most important ranking signal. But if you’ve run through all the usual methods of getting inbound links, what can you do to give your site – or your client’s site – a leg up in search? At Brighton SEO last Friday, master of local SEO Greg Grifford shared some “righteous” tips for a kickass link-building strategy, in his signature flurry of slides and movie references – this time to 80s movies. How link-building differs in local SEO With local small … [Read more...] about How to create a kickass link-building strategy for local SEO
The mobile web has a weight problem. Too many mobile sites are slow to load, and bloated with unnecessary bells and whistles, leading to a poor user experience. Chief among the culprits is images, which as we have seen in part 1 of this series, How to optimize your mobile site speed, account for 68% of total page weight. Then, in part 2, we looked at how to reduce the impact of images on the speed of your mobile site, including how to make sure your images are as accessible as can be. This mostly focused on removing images which do not add value, and making the ones you do use work harder. But how can you make sure that any images on your mobile site are light, device-responsive, and use the best format to combine speed and quality? This column focuses on optimizing images for mobile, including responsive images and other clever methods for stopping images ruining mobile user experience. The balancing act of image optimization The problem with image optimization is that there … [Read more...] about How to optimize images for mobile: Implementing light, responsive, correctly formatted images
Much has been made of the fight between mobile apps and the mobile web, but the line between the two is no longer as clear-cut as it used to be. Broadly speaking, a mobile-friendly or mobile-responsive website is less costly and time-consuming to develop than a native mobile app, and tends to attract a wider audience – it’s quick to access, with no downloading or storage required. Native mobile apps, meanwhile, tend to offer a better user experience and see more engagement from a dedicated core of users who are loyal enough to download a company’s app and come back to it time and time again. But in the last couple of years, two hot new contenders have been added to the mix which aim to combine some of the best features of the mobile web and the app world for a better all-round mobile experience. They are: Progressive Web Apps (PWAs), and Android Instant Apps. Image via Google Developers Both Progressive Web Apps and Android Instant Apps are Google initiatives that … [Read more...] about Progressive Web Apps versus Android Instant Apps: Which is better for marketers?
Google announced yesterday the launch of “shortcuts in search”, which will allow Android users (only in the US, for now) to access quick answers on a range of topics with the touch of a button. Fittingly, Google has termed these “tappable shortcuts” and they will lead searchers to instantaneous information on dozens of topics, including sports, restaurants, local amenities, and entertainment. The new feature is available within the Google app in the US, although users will have to upgrade the app to the latest version before the shortcuts are accessible. As Google continues its relentless release of new mobile-first products, this announcement is entirely aligned with the search engine’s strategy to keep pace with – and anticipate – trends in user behavior. Tappable shortcuts lend themselves to a search experience that is more open-ended in nature than traditional Google queries. Notably, they also remove a fundamental element of the Google … [Read more...] about Can Google get users on board with “shortcuts in search”?
Images are the main culprit for causing oversized web pages (average size 2.2MB) that can perform slowly on mobile devices. Last week, we looked at how to optimize your mobile site speed and test for issues that might be slowing your site down. With Google placing more and more emphasis on mobile site speed and user experience in order to achieve a good ranking, discovering issues with your mobile site speed is critical. But how can you fix those issues once you’re there? This column, the second of three, will discuss the different ways to reduce the impact of images on the performance of your mobile site. You need to fix your mobile image problem. You are not alone. As detailed in my previous column, the average mobile webpage is now a ludicrous 2.2MB and this can severely impede how quickly the page loads on a mobile device. At 68% of total page weight, images are the main culprit. This column will look at the different ways to reduce the impact of image on the … [Read more...] about How to reduce the impact of images on your mobile site speed
The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. This post will concentrate on areas that, in my experience, deliver positive results and a big return on investment. Mobile First I first started promoting a “mobile first” approach to SEO back in March of 2015, when I dubbed Google’s pending mobile update “Mobilegeddon”. The name caught on, but the April 21, 2015, update didn’t create as big an upheaval as expected. It did, however, put everyone on notice, that mobile was here and no longer “the future”. Those who did not heed the warning to go mobile will soon be paying the price. Google is now doubling down on mobile, giving notice that “after January 10, 2017, pages where content is not easily accessible to a user on the transition from the … [Read more...] about 7 White Hat SEO Techniques to Double Traffic in 2017