SEO ServicesSearch Engine Optimization (SEO) increases web page ranking by keeping content aligned to the target audience and giving search bots metadata to understand the page content. It involves deciding which topics to cover, how to present them, and their relationship to the business strategy.
On-Page SEOOn-Page SEO is the written content on the page. SEO analysts find the search terms that people typically use. They compare online competition with how well a website ranks with those competing on the same topic. Online competitors may be different from the real world. For example, Wiki pages can rank well but are not complete with e-commerce.
Expected KeywordsFor a web page to rank, search bots must interpret the content as relevant. The algorithms deciding relevance are closely guarded secrets. However, it is possible to generalize the concept. The following examples parse pages 100,000 pages from as many websites. It consolidates the words to 3,000 using conjugations, pluralism, and synonyms. The following chart shows the percentage of websites with the most common words. These words are for the websites categorized as e-commerce in Google My Business. The most frequent words are service, business, customer, product, sale, and experience, as shown in the above chart. The search engine expects an e-commerce website to use these words.
Differentiating KeywordsA second step in analyzing keywords is the frequency of e-commerce terms divided by the frequency of all websites. The most differentiated e-commerce words are payment, print, shipping, channel, and cart. They are strong indicators of the topic. The actual page ranking is far more sophisticated, but the underlying concepts still exist.
Page LengthExcessive page length wastes resources, while short pages risk missing critical material. The following chart shows the distribution of page lengths for e-commerce websites. The green bars for the next chat show the page lengths that get the most traffic. A more detailed analysis of the pages indicates the green bars get the most traffic while the over 10,000 characters are automated catalog dumps.
LanguageEach language has a different number of websites competing for users. The following chart shows English is the most competitive because it has the most websites per user.
Technical SEOTechnical SEO is on-page content that is not visible to the user. It is metadata extracted by bots to make internet applications work better. The applications include web search, social media, advertising, text messages, and more.
Search Engine Results Page (SERP)SERP is best known technical SEO. It recommends what to show on search result pages. The content needs to meet the needs of search applications. Examples include the descriptions cannot have too many characters, and icons must be square.
The following chart shows the percentage of websites with each type of SERP element. Page titles are the most common, but 40% of sites lack a description. That leaves the search engine guessing what to show. The suboptimal text reduces click-through rates. The breadcrumb is like an entry in a table of content. An entry for an e-commerce site could be a store, clothing, shirt, or brand name.
Rich ResultsRich Results are more advanced Technical SEO. Unlike SERP, they use a modern and more flexible syntax. Common items to add are addresses and phone numbers. However, they can store a lot more.
One of the most common benefits of rich results is zero-click search results. Adding addresses for a company typically results in zero-click search results in the local area, as shown below. The following chart shows the percentage of domains with the most common rich result data types. Unlike SERP data, few sites have rich results.
Business ListingCompanies use a variety of categories to describe their business. Selecting the most specific type helps the search engine determine the desired commercial traffic. The following list is the most common category starting with the most frequent.
- Local Business
- Professional Service
- Software Application
- Health And Beauty Business
- Shopping Center
- Legal Service
- Electronics Store
Product SearchThe best way to flag a page for product searches is to add Google Rich Results for Products. That makes the page eligible for product search carrousels, like the one shown below. Data quality for product-rich results is poor. The following chart shows websites rarely fill in required fields like price. Those omissions disqualify the page for search carrousels. When multiple sites sell the same product, the rich results need an identification number. The Global Trade Item Number (GTIN) is the most common. If there is no GTIN, use a Manufacturer Part Number (MPN) with a brand name. The following chart shows the frequency for each type of product identifier.
Social PagesA social media page is a URL the company manages on a social media website. It is like a user handle for businesses. Companies use it to establish their presence on that platform. The potential synergies from a social media page include:
- Build brand awareness with social media users
- Navigate users from social media to the website.
- Leverage the demographic advertising tools offered by social platforms.
- Increase website ranking based on the association to a popular social page.
Social SharingMessages sent on social platforms get scanned for the presence of a URL. The platform scans the referenced web page for a title and image to use. If found, it replaces the URL with the content provided by the website. The result is a more professional-looking link.
The following chart shows the percentage of digital marketing companies that include social share data on their website. Open Graph (OG) is the standard promoted by Facebook and used by most other platforms, including text messages. Twitter has a different syntax, although most websites use the same title and image for both. The following chart shows the percentage of digital marketing companies that claimed an SEO-friendly vanity name on social media. For example, our name is https://www.facebook.com/mindstrategic/.
Local Search Optimization
Local KeywordsIt is easier to rank for local search terms than global ones. Industries benefiting the most from local search include:
- Retail stores.
- Hospitality such as restaurants and hotels.
- Health services such as dental, physiotherapy, and psychotherapy.
- Legal and paralegal services.
- Home Services such as HVAC, roofing, and garage doors.
Local Landing PagesA localizing landing page adapts content to the local market. That includes both the visible text and the technical SEO. The most common types are:
- Physical addresses.
- Hours of operation.
- Phone number with a local dialing code.
- Pictures of the location and how to get there.
- Inventory levels for that location.
- GPS coordinates for accurate map placement.
Citation ListingOne of the quickest ways to start a local reputation is by adding the website to local listings. Some of the most common are:
Google My Business ListingThe Google My Business (GMB) listing is crucial to local search results. It collects information about a business from multiple sources but prefers the owner to claim the page and keep the details up to date. Google Search uses the data for:
- Enhanced zero-click search results, especially addresses and phone numbers.
- The Google Map listings and relevant supplemental data results, like the hours of operation.
- Knowledge boxes to the right of the regular search results on a desktop window.
Mobile-Friendly Web DesignModern web design is mobile first. The Google Mobile-Friendly Test validates if the page is eligible for mobile search results. It checks:
- There is no horizontal scroll bar down to a page width of 450 pixels.
- The links on the page are at least finger-width apart, around 45 pixels.
- The font is readable on mobile devices.