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Is Your Digital Marketing Agency Profiting from the New E-A-T Ranking Factors?

author image Written by: Content Team           Categories - SEO Tips

digital marketing agency We all know that in order to be seen in the top search results, we need to carefully follow Google’s latest system of ranking factors. Fail to meet their standards and you can find yourself suddenly relegated to the lonely, deep pages of results where potential customers won’t find you. In order to stay current, digital marketers need to stay up to date on the latest factors. In June 2014, Google’s full Quality Page Ranking Guidelines were released including over 200 factors contributing to their latest algorithm. Is your Digital Marketing Agency making the most of the latest changes?

Be good enough to E-A-T

The latest changes revolve around one key element – E-A-T or Expertise, Authority and Trust. Google wants to send users to the best topic-based content available. Consequently, they have developed a system of evaluating website content based on the level of expertise of the author, authority the website holds based on reputation, and trust the website exhibits based on secure transactions, complete contact information and transparency.

What it takes to be an Expert

Is your content being written by an expert? Don’t panic! An expert in the eyes of Google is not necessarily a card-carrying, PHD holding, award-winning dynamo. Google wants to be sure that your website offers an experienced source of information, but that information can come from first-hand accounts and informed reviews. There is an increased focus on personal experience. This new algorithm considers it to be of equal importance to formal credentials.

A step away from Metrics

While keywords and links continue to play an important role in SEO, they are no longer the key focus of Google’s ranking system. Creating high quality topic-specific content, relevant to your website’s users is the new way to get on the map, and stay on the map. It’s clear that in order to meet these standards digital marketers should downplay use of on-page ads, links to less-than highly credible websites, and content that is poorly written and/or edited.

It’s all about good Content

The bottom line is that in order to be highly ranked in Google’s eye, you need to provide high quality, relevant content that they can direct users to – free from anything suspicious or pushy. You should be steering away from articles that read like promotions and toward information your readers will benefit from and take an interest in. Each new update in Google’s Quality Page Ranking System is put in place to closer align with what Google considers “high quality”.  Creating good content following E-A-T principles will continue to be crucial as the ranking systems evolve. digital marketing agency

Content Team

Why Digital Marketing Analytics Are So Important

11/02/2017

…And How You Can Use Them to Boost Sales and Business

Today’s online customers expect instant, personalized engagement and gratification—and who can blame them? Technology puts limitless information at the tips of our fingers. Customers should be able to get what they want, when they want it, all with the click of a button. But not all customers are alike. The path of actions and behaviours that customers follow isn’t always immediately clear. Analytics allows for greater insight into the effectiveness of digital marketing strategies and approaches. But knowing where to start with analytics can be a challenge, especially as the data surrounding customer behaviour evolves and changes. So: how best to start?

Google Analytics

Digital marketers use the insight from this Google platform to gain a better understanding of their target markets. It’s also extremely useful when finding ways to reach that market. Useful data from this platform can be used to improve websites and customize the user experience. Here are a few things to keep an eye on:

  • Most-Viewed Pages provides an understanding of the content and topics that engage users the most.
  • Most-Exited Pages are the pages where users leave your site. Either the page content wasn’t successfully set up to push conversions, or there are technical problems on the page.
  • Referral Sites are those sites that are sharing your links and sending users your way; remember, bad referrals can be incredibly harmful to your site’s traffic, so keep an eye on referrers.
  • Organic Search Traffic—this data can provide insight into what terms users are searching, allowing you to capture their attention.
  • Top Landing Pages—these pages are the first thing users see when they visit your site. Are they effective at engaging users and possibly leading to conversions?
  • Segmentation allows you to filter user behaviour based on a variety of criteria, such as traffic source, keyword search, and user characteristics.
  • Bounce Rates—figure out which pages are losing visitors. You can improve your on-page content (visual and written) to keep users on your site.
  • Click-Through Rates help you determine which ads to display by measuring click-through rates and user age groups on Google Ads.
  • Page Rankings on SERPs help you find the pages that have low rankings based on keywords, allowing you to improve them to boost rankings.

Using Analytics

As we’ve mentioned, not all customers are the same. Data analytics allows you to use and understand valuable information to help your business better cater to your customers. In many cases, these improvements focus on enhancing their experiences, which ultimately improves your sales. Analytics also helps you improve what isn’t working on your website and marketing strategy by making sense of customer behaviour. There is no single combination of metrics you can analyze to better understand your target audience. Instead, digital marketing analytics examines the whole set of data to understand individualized behaviours of various audiences, letting you create successful strategies to meet their needs. Whether your business is large or small, data analytics let you harness valuable information, putting it to work and allowing you to create compelling and effective digital marketing strategies that boost your business.

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The Need For (Digital) Speed

07/07/2017

How and Why You Should Speed Up Your Website with The Help Of A Website Marketing Company

No one likes waiting for a slow website to load. Most users won’t wait for a slow website to load, and will instead find what they’re looking for elsewhere. Meanwhile, that poor, slow website will have lost another potential customer. To maintain user satisfaction, increase conversion rates, and rank well on Google Search, your website needs to be fast. If your website is lagging behind, go over these tips and consult with a website marketing company to get things back up to speed!

Simplify Your Website Design

Most of a web page’s loading time is spent downloading the various components on a page, making HTTP requests for each component—i.e. images, Flash, scripts, and stylesheets. By reducing the number of components on your page, you reduce the number of HTTP requests, speeding up your loading time. This can be done by:

  • Reducing and streamlining the components on a page;
  • Using CSS (cascading style sheets, which control the layout of HTML elements on a page) instead of images;
  • Combining stylesheets into one; and
  • Reducing scripts and putting them at the bottom of the page.

Site speed is important when it comes to responsiveness and rankings.
Sometimes, you gotta go fast.

Speed Up Server Response Time

You should aim for a server response time of less than 200ms (milliseconds). Use programs like Google’s PageSpeed Tools to monitor your website’s performance and get suggestions for making improvements.

Compress (Zip) Files

Since large pages take longer to download, you can speed up the download time by compressing your page with a data compression program. Data compression reduces the page’s bandwidth and HTTP response, which significantly reduces download times.

Enable Caching

When users first visit your website, their browsers download the site’s components. And if you enable browser caching, these components will be stored in the user’s cache, so if they revisit your website, they won’t have to download all the components again, resulting in shorter loading times. You can set the cache resources to expire in a week and up to a year.

Minify Code

Long, messy code will increase your page’s size and loading time. To simplify—or minify—code, get rid of extra spaces, indentations, and line breaks.

Speed Up Image Loading Time

To reduce the time it takes to load images, edit the images to reduce their size. This can be done with cropping to the correct page size, removing comments, and reducing colour depth. Also try to use only JPEG images and include a valid URL with the src attribute.

We can all relate to this monkey’s frustration at an unresponsive site.

Use Only One External CSS

Using only one external CSS will avoid code duplications, reduce the size of your code, and reduce HTTP requests. For cleaner coding, do not include CSS in HTML code.

Speed Up Above-The-Fold Loading Time

The above-the-fold (top of the page) can load faster—improving user experience—by splitting a CSS into two parts: a short inline that styles above-the-fold elements and a deferred external part.

Remove Unnecessary Plugins

Plugins can slow down your site and cause crashes and security issues. Delete any unnecessary plugins and identify those that slow down your site by disabling selected plugins and measuring your website’s performance.

Reduce Redirects

Redirects slow down a site by creating HTTP requests. Responsive websites have redirects to direct mobile users to the responsive version of a site. To reduce the loading time for responsive redirects, use an HTTP redirect to send mobile users directly to the mobile URL instead. For Google to discover your mobile pages, identify the mobile URL in the desktop pages by including the <link rel=”alternate”> markup. If any—or all—of this sounds like too much work, a website marketing company can do the nitty-gritty work for you. By improving your website’s speed and performance, you can improve user experience, conversion rates, and your Google ranking. In the case of page loading time, faster is always better.

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