Why Do I Need to Know About SEO?

With Google’s algorithmic changes aimed at putting the user experience first, page optimization has become increasingly focused on content. Manipulative black-hat techniques, such as link generation and keyword stuffing, have fallen into the background, whilst well-written content and traditional marketing techniques have become key.

Yet the latest slogan, “Content is King”, undermines the important role technical SEO still plays in ranking a page. It’s true that well-written, original content is a must for today’s algorithms, yet with everyone on the internet focused on creating quality material, expert page mark-up, crawlability and optimal load-speed, these features are also needed to rank a page high on the SERP. At Reputation Defender, we help brands to build their reputation using all aspects of SEO; from quality content creation to running technical audits that analyze how the page is performing.

A Basic SEO Checklist

SEO isn’t something companies can just ignore. A thorough SEO check-up is a necessary part of building a website, since all the time and money will be wasted if Google can’t index the page and rank it where a potential customer will see it. Even for a small website, an SEO check-list constitutes a comprehensive task. Here is a basic overview of some of the most important areas:

  • On page SEO – This includes basic attributes such as the page title, meta description, headings, keyword usage and keyword density. A sitemap will help Google and other search engines navigate and index the website, while a Robot.txt file tells bots which pages to crawl. Text to code ratio, page requests, CSS and Google analytics tags must also be analyzed.
  • Speed Test – Page load speed is an important ranking factor for Google, so SEO needs to consider HTML page size, (around 33 kb if possible) and use Gzip code compression if necessary. Pages should contain a caching mechanism to load faster; the use of flash items should be avoided if possible since this will slow the page down. A Site Loading Test also needs to perform to verify load time.
  • Server and Security – Check URL and IP canonicalization to ensure that each page has its own unique URL and IP. Analyze security issues such as directory browsing, harmful botnet access and server signatures. The website should be “on the green side” for safe browsing, otherwise it could infect customers with a virus, making them unlikely to return.
  • Mobility – To succeed on today’s internet, websites need to be optimized for mobile devices and include Social API’s for major platforms (Facebook, Twitter, Google+ etc).
Auditing a Site

There are many reasons why a page that seems to be well-optimized may not be ranking. It could be due to content, website traffic, incoming links or other off-page factors, but this will be impossible to prove without first checking technical aspects related to indexing and ranking. Bad URL’s, incorrect internal linking, duplicate content or Schema marking are just a few of the reasons pages could fail to rank on the SERP.

Most SEO’s use software to perform a technical audit. These programs can crawl the webpages in a similar way to Google bots and highlight the issues that could be causing a problem. These are three choices site auditors might want to consider:

  • Screaming Frog – One of the most popular programs that is easy to use and free up to 500 pages.
  • ISS SEO Toolkit – A Microsoft based program that is slightly more in-depth for those possibly with more advanced SEO training.
  • SEMrush Site Audit – A valuable tool for analyzing site changes.

Software choices often depend on personal preference as well as the size and complexity of the site.

Technical Requirements of SEO

Today’s SEO’s need a lot of different skills, so good work usually results from collaboration between different members of a team. Writers and content editors need to develop articles that will draw in clients and encourage them to browse further through the website. Marketers promote products, construct a company image and establish connections. But without technical SEO analysis all these efforts will be ineffective at promoting content and building a positive online profile.

These are just a few of the topics modern SEO needs to be familiar with to analyze a page and improve SERP ranking:

  • DOM (Document Object Model) – A structured representation of a web-page that enables it to be read by scripts and programming languages.
  • Structured Representation of Data – An organized way of representing data that relies on protocols laid out on schema.org.
  • Critical Rendering Path – The method by which a page loads and is constructed or rendered into the browser.
  • Log File Analysis – Using the record of server requests to analyze how the site is being crawled by search engine bots.
  • JavaScript Framework – A popular website program that presents challenges for crawling and SEO.
  • HTTP/2 – A new web protocol that Google has been developing. It is likely to replace HTTP/1.1 which has been in effect since 1999.
Managing SEO Needs

Company founders have a choice to go it alone and become an SEO expert as they develop their website, or to invest in professional help. Time and financial constraints often create a part, as well an entrepreneur’s natural aptitude for this kind of work. However, as the company grows, the workload will almost inevitably become too great for one person and most organizations will need to invest in a professional team with the skill set to handle all aspects of SEO. Whatever the size of the company, no one should ignore SEO. It’s a vital part of building an online reputation and establishing a credible, professional image on the web.

New Year’s Resolutions To Shake Up Your SEO

This year, instead of making that yearly resolution to eat better or go to the gym three times a week, consider resolving to update your SEO practices. Google tweaks its algorithms all the time and if you’re not already using the most up-to-date practices, it will get harder and harder to rank your site on a relevant SERP. At Reputation Defender, we help our clients build and maintain a positive online profile, whether they’re administrating a business website or trying to get ahead in a competitive field.

Updates to Shoot for in 2017

Following is a list of SEO update recommendations that will become even more important in 2017:

  • Switch to Secure Protocol – HTTPS has been a ranking factor for a while, however users viewing a page that has not moved over to HTTPS will soon see a pop-up warning that the site is insecure. Not the kind of thing that makes one want to browse further. A secure protocol also offers more protection from hackers and man-in-the-middle attacks, so everyone’s data will be safer.
  • Go Mobile – 2017 is the year to go mobile. Sites using Accelerated Mobile Pages (ACP) load just as easily and are just as readable on a mobile as a laptop. Google has been promoting this type of content with a lightning symbol as far back as 2014, but at this point it’s an absolute must. More and more people are accessing the internet via their smart phones and 85 percent of mobile search results are optimized in this way. If your site is not modified for ACP, you’ll be missing out on a large chunk of internet traffic.
  • Stop Mobile Pop-ups – Pop-ups are often considered a necessary evil; we know readers hate them, yet for many sites they provide valuable advertising revenue. Google will soon begin penalizing sites that load pop-ups in mobile format. According to Google, pop-ups or “interstitials” provide “a poorer experience for users”, especially “on mobile devices where the screen is smaller”. Pop-ups or stand-alone interstitials that cover content must be dismissed before entering a site or both will be targeted. This also includes interstitials that cover the top part of the page “above the fold”.
  • Optimize Tags and URLs – Most site administrators should already be doing this, but for anyone who’s not, it’s going to start mattering more. A URL and title tag should promote the site and target a key term, but now they also need to be easily readable on a mobile screen.
  • Compress Images – Load speed has always been a ranking factor, so if you’re not using compressed pictures, it’s probably already hurting your site’s ranking. However, with mobile devices being an increased, key platform this year, the impact is likely to become even more noticeable.
  • Focus on Content – Google’s algorithmic changes continue to fine-tune a formula that will select content that is interesting and useful for readers, so writing great content is still a number one priority. Improving the overall quality and effectiveness of your site now will effectively help in the long term, rather than having to learn how to trick each new algorithm in the future.