The search for the holy grail continues today, and for many, that means finding a way to rank on page one of a Google search. Maybe it’s not a quest for the ages, but it’s certainly had a profound impact on the way we market today.
Keeping a close eye on what will turn out to be an elusive quest for many (hey, just being honest) is Search Engine Journal (SEJ). They spotlight the important trends, news, strategies and personalities in their industry for the interactive marketing community. Today we’re pleased to sit down with Kelsey Jones, its Executive Editor, to get a few of her industry insights.
SEO tends to want really large pages and users tend to want short and to the point. What do you think is the best way to deal with this issue?
We’ve found that longer content is actually something more readers are interested in. Our longer posts on SEJ (more than 1000 words) regularly get more views than shorter posts. The only short posts that get just as many views and social shares are news stories. So going along with that, I’d recommend short and to the point for news stories, and longer length (1000-3000 words) for thought pieces or articles. Include a lot of supporting evidence, stats, and screenshots when needed. It strengthens your arguments and points.
What would you do if your site was video driven to improve your SEO index rate?
Pay a lot of attention to YouTube SEO (or wherever your videos are hosted). Make sure the title, description, and keywords are all filled out and include your website’s URL (or the landing page for the video) in the description, above the fold. If your videos are hosted on your own site, I’d recommend uploading them on YouTube to get more traction there, then link back to the landing page. Another thing that would also be helpful is including more text content on the video landing pages on your own site. So if the video was an interview or a course, for example, include 100-400 words outlining the video’s main points, link to the speaker’s bio or social links, and even quotes from the video. Make the content keyword-rich while also sounding natural.
What are the most common mistakes web designers make that you wish they didn’t make?
Not making their website responsive— mobile website traffic is gaining and gaining every year. 81% of all smartphone users access the internet on their phone. Responsive websites are much better than having a mobile subdomain (like m.yelp.com). That can create duplicate content issues if it’s not done correctly. I also think that many designers are so program or design-focused, they forget about user experience. Have your friends or family test a site and see how they use it (UserTesting.com is also a good resource for this). If you see them struggling to find a specific page or search for something, then you know that it needs to be changed. Having someone look at your site who isn’t in the industry can give you more user-level feedback, which is usually more helpful because they aren’t tied into your site or industry (if that makes sense).
Where can our users go to hear more of your insights?
More about Search Engine Journal:
Launched in 2003, SEJ is unique in its community-based approach to search marketing content. Virtually all of their contributed articles come from real online marketing experts (both independent and in-house) and receives over 1MM page views per month.