Performance is money. We’ve all had it drilled into our heads: 7s page load means 26 percent session loss.We’re learning more about the real-life human impact of our heft pages. ($0.11 to load a single page? What’s going on there, Canada!)SEO professionals everywhere are collectively sighing over their personal and collective battles all with a unified blocker. Yes, we want to make it faster, but how?So Google gave us Lighthouse. Since its announcement at I/O 2016, the tool has grown from dev-centric to the recommended testing tool for the mobile-first index.While the tool is convenient and easy to use, its scoring can be esoteric at best. The big color-coded overall performance metric is good for senior-level stakeholders and presentations.To make real change, we need to look at what the metric’s composition. We need to understand how to act on the numbers.We’re going to look at:How to test performance using Lighthouse.What metrics comprise … [Read more...] about A Technical SEO Guide to Lighthouse Performance Metrics
Perform 40 kills with stationary weapons
With all of the buzz about Social Media Marketing, I think too many companies overlook the importance of having a rock solid technical structure (SEO-wise). Sure, Social Media Marketing is important, but let’s not forget that SEO can be driving quality traffic 24/7, and for the long-term. When it comes to building SEO strength, you absolutely need a clean and crawlable structure so the search engines can easily crawl and then index your content. If your site can’t be crawled or indexed properly, you’re essentially dead in the water. You can build links until the cows come home and it won’t make a difference SEO-wise. I perform a lot of SEO Audits at G-Squared, and across a wide range of web sites. I’m a firm believer that a thorough technical audit is the most powerful deliverable in SEO. It enables you to understand the strengths, weaknesses, risks, and opportunities of your website in a relatively short amount of time. In addition, the audit yields a … [Read more...] about Two Examples of How One Line of Code Could Kill Your SEO [Case Studies]
I get called frequently by local companies wanting a quick fix for local rankings. In many cases, they discover that local SEO doesn’t equate with a cheap shortcut to high rankings. Increasingly, local SEO is about ongoing, consistent online promotion activities. That’s where blogging comes in. Good blogging doesn’t have to be a back-breaking enterprise. It will require some effort and/or some cost, depending upon if you outsource it or if you do it completely yourself. Why Blogging Is Your Secret Weapon The cool thing is, a great many local businesses still are not blogging, so use of it as a search engine optimization tactic is still something of a secret weapon. Here’s how. Many local businesses in highly competitive categories have already done the straightforward things for optimizing their businesses to rank for local. They may have optimized their sites, obtained local citations and links, optimized their business profiles, finessed their Google+ Local … [Read more...] about Can Blogging Be Your Secret Weapon For Local SEO?
I only recently learned of a Wikipedia page dedicated to inventors who were killed by their own inventions. That page is amazing, and if you end up leaving this article and just reading that list for the next half hour, I totally understand. But it got me thinking: what are some ways in which paid search managers end up killing their own campaigns as a result of their own optimization attempts? Bid increases in budget-restricted campaigns Optimally, paid search campaigns are allowed to spend as much as efficiently possible, with efficiency judged by the return on ad spend (ROAS) generated and how that aligns with profitability. However, many advertisers are constrained by necessary budget restrictions, and use campaign budget settings in AdWords, Bing Ads and Yahoo Gemini to prevent spend from going above their spend limits. The downside of this management style is that any keyword bid increases actually reduce the total amount of traffic a campaign can garner if it is already being … [Read more...] about Three well-meaning paid search optimizations that might kill performance
We are just so busy, busy, busy as search engine marketers on behalf of our advertisers! There are the mission critical tasks such as managing budgets, getting tracking implemented, hitting CPA goals, and uploading new keywords/ads to the account. Then there are the things we definitely need to get to every week such as pacing, performance reports, testing, managing bids, etc. And then there’s everything else. All of the other hundreds (if not thousands) of things we could be doing to help our accounts accomplish their goals like match type testing, landing page optimizing, keyword expansion, quality score issues, query mining, yada yada yada…the list goes on and on. Some things just get pushed down due to priority. It’s reality! Well, I hope that one of the things you’re still paying close attention to is your negative keyword strategy. Just as having relevant keywords in your accounts is the right way to bring in consumer attention, I see negative keywords as … [Read more...] about How To Save 5% To 40% On PPC Using Negative Terms