Search Engine Optimisation
When Does PageRank Matter?
As much as I would like to ignore Google PageRank altogether, it is still relevant when building inbound links. When looking at external links there are essentially two factors to consider; the first is relevance, the second is PageRank. Those two factors combined are what build your website’s reputation for a given keyword or topic. So while your own website’s PageRank is not an accurate indication of where you will rank for a specific keyword phrase, the PageRank of your inbound links does matter.
Which Links Matter?
Building links from highly relevant high PageRank websites is the ultimate goal for any SEO campaign. Achieving that goal is how you can build your perceived authority (or reputation) for a target keyword. If you are getting links from high-value, relevant websites then Google sees that as a good indication that you are a reputable source for that keyword.
For example, let’s say you receive an inbound link from two websites that are both highly relevant to your web page. But let’s say hypothetically that one has a PR2 and one has a PR4. Bearing in mind that they are both equally relevant for the purpose of this example, the PR4 link is going to be worth far more to ranking for the target keyword used. The PR4 site is itself a more reputable source and so Google will give more weight to that link than the PR2 site, which has a lower authority.
Getting a whole bunch of these higher value links is the ideal scenario for building your authority online. However, this is where many people get confused. It is not enough to simply target high PageRank links – even more so since the launch of Google Panda. Yes, a PR8 link from anyone would be awesome for your rankings but a PR8 link from a relevant website will be many, many times better.
5 Steps To Writing Great Online Copy
Creating great online copy is as much about what you say as how you say it. A clear, engaging message should come with all the trimmings. These often forgotten extras are crucial in capturing your audience in the first place. Follow these 5 steps to ensure your online copy is stimulating for both the eye and the mind.
1. Layout/Structure
The layout and structure of your article play a pivotal role in attracting readers. ‘Heavy’ looking content is an instant turn off. Your copy can be made lighter in a few key areas. Keep sentences in the active voice, short and to the point. Limit your paragraphs to six sentences. Use sub-headings, lists, and bullet points to create that much needed white space – a visual breather for your readers. Experiment with bold and italicized font to allow your key passages to pop out.
2. Accessible content
Writing online copy is all about showcasing your expertise, but never forget your audience and their level. Jotting down the likely background of your readers is invaluable in etching out appropriate content. This doesn’t mean you need to be simplistic. Work on explaining the complexities of your topic in a way that will enlighten and educate – perhaps circulate a draft among less knowledgeable colleagues to test the waters. Online readers are seeking a quick, pain-free education. Provide that in bite-sized, memorable and meaningful chunks.
5 Ways To Increase SEO Traffic Through Effective Meta Descriptions
Meta Descriptions are one of the best ways to increase traffic from SEO rankings without building another link or writing another article. An effective Meta Description makes your ranking stand out from the competition, clearly differentiates your products/services and encourages potential clients to act.
So what are Meta Descriptions and how can effective Meta Descriptions help increase the traffic to your website?
In short, Meta Descriptions are the lines of copy displayed underneath the search results in search engines. Meta Descriptions are the first message your potential clients see about what you do, your products and who you are. Therefore, Meta Descriptions perform a key function for all your search engine optimisation (SEO) efforts.
Here is an example of our Meta Description (it is the wording directly beneath the website address):
While Meta Descriptions do not play much of a role in achieving SEO rankings, effective copy has a strong impact on whether a potential client clicks on your website from your rankings or not. Achieving top keyword rankings in Google is a priority (or should be) for all businesses online. But if your business is ranking and your Meta Description is not effective, then you are reducing the click-through-rate. It is therefore essential that you consider your Meta Description strategy.
A great Meta Description will result in heightened clicks from search results and more traffic leading to your website. The final outcome is an increase in online conversions for your business.
With this knowledge, let’s look at 5 best practice guidelines to help you improve the effectiveness of your Meta Descriptions…
How Will Google+ Affect Social Media And SEO?
Google+ is Google’s latest attempt at developing a social media network to rival Facebook. After failed attempts with Google Buzz and Google Wave, early success has been found (so far) in Google+. The new social media platform, which launched in late June, has since been the hot topic for online marketers and consumers alike interested in the Facebook vs. Google debate.
The wide spread release of Google+ also saw the platform gain a massive 10 million users signed up after mere 2 weeks of the network being live.
So, how will Google+ affect social media? And given Google’s dominance in terms of search, what will be the affect of Google+ on search engine optimisation (SEO)?
Here are 5 areas to watch as Google+ functionality further develops…
1. Integration with Gmail
Before Google+ launched, Gmail received a makeover in preparation to integrate Google’s mail service with the social network. Given that there are 250 million people with Gmail accounts worldwide (as at July 2011), this gave Google+ a powerful starting point to build the 10 million users they gained in just 2 weeks. To add to this, after Google+ beta moved from it’s ‘invitation only’ stage, the integration with Gmail made it easy for people to invite their friends by using Gmail contacts and Google verified email accounts.
The Google+ navigation bar is present when logged into Gmail and therefore Google+ is accessible through:
- Gmail
- Google Search
- Google Documents (Google’s online cloud infrastructure)
INTERESTING FACT: While it only took Google+ 16 days to reach 10 million users, Facebook reached the milestone after 852 days, and Twitter in 780 days.
The 5 Biggest Mistakes in Online Copy
Quality online copy is crucial to an effective SEO strategy. With the introduction of the Google algorithm ‘Panda’, producing quality articles is more important than ever. In this article we look at the five biggest mistakes web writers make and give tips on how to avoid them.
Online copy calls for a unique writing style. Its audience is the time-poor and any mistake can kill effectiveness in an instant, thereby killing value. The new Google algorithm ‘Panda’ is designed to seek out poor content and penalise the websites that post or link to it. More than ever, effective and informative content is crucial to enhancing your website’s performance. Here are the 5 biggest mistakes to look out for and eliminate in your online copy.
1. Factual mistakes
These destroy online content’s whole reason for being. Great online copy is about giving value to your audience. Misleading them through half-truths or poorly researched copy will not only drive them away, but potentially damage your reputation with Google. Don’t skimp on the research stage. Evidence of research will instil trust in your readers and set you apart from the competition. A great blog is one that offers reliable, interesting information that’s compiled in a user-friendly way.
