This Week In SEO 50
Site Redesigns, 301 Redirects, and Content Marketing
Site Redesigns and SEO — How Not to F*** it Up
Just a single error when redesigning a site can tank the SEO results that took years to earn.
You’ve probably heard a horror story of some WordPress designer forgetting to uncheck the “discourage search engines from indexing this site” and wondering where all the organic traffic has gone.
But that’s the SEO equivalent of the IT desk telling you to troubleshoot your tech issues by making sure the computer is plugged in.
This post is thorough, and takes you through everything that could go wrong when redesigning a website (from an SEO standpoint).
Monitoring the cache date will give you an estimate of when you can expect to see changes being picked up. This will depend on the crawl rate of your site, but once the redesign is cached, you should begin seeing changes in the index in a couple of days.
This is a great resource to give you a framework to work from, instead of just crossing your fingers. Good luck…
Mapping 301 Redirects[When I add the link to this article, it keeps auto-inserting a very large snippet and image, so no link for them. Search “BuiltVisible Mapping 301 Redirects” to read the whole post]
In keeping with the theme of the above story, this post digs into how to map 301 redirects so you don’t wreck your site’s SEO potential.
This is one of those posts that you don’t really care about until you need it, but then you really REALLY care about it. If you have no use for it now, put it in your Evernote or something so you can easily come back to it.
On large sites, both H1 tags and titles are likely to be heavily templated, making them excellent for redirect mapping. Typically, I like to start with H1’s as they tend to be shorter and are more likely to yield a positive match. To perform our mapping, we’re once again going to utilise Excel’s VLOOKUP function.
The Time it Takes for a Link to Influence Rankings
If you sign up with a link building service (like our RankBOSS solution) or otherwise invest in SEO, you’ll need to manage your/your clients’s expectations.
Many an SEO has told clients to expect to start seeing results in months, not days or weeks. It can be frustrating for everyone involved, but it’s the way things work.
This post from Moz takes this oft-quoted rule and back it up with data.
Gotta love that cold, hard, data.
I picked out 76 links pointing to pages which are all similar to each other in content, and we didn’t change that content (significantly) for 6 months. I focused on rankings for target keywords with a 25–35% Keyword Difficulty Rating. I looked at two versions of their target keywords, so I could have a bit more data. The results aren’t super surprising to SEOs, but they’re often questioned by the managers of SEOs, and now you have graphs to prove what you’ve been saying all along.
Yes, content is important.
Yes, in many posts on Smash Digital I have said to write high-quality, in-depth content.
Content is important. But like I talked about last week, content for the sake of content is only so valuable. Once you’ve got it in your head that a super-thin site will not rank well, it’s time to start thinking one or two steps further with your content.
Matthew Barby shows us how Hubspot calculates the ROI of their content, and explains how to measure the impact of content marketing–not just as a checklist item on an SEO to-do list, but as a valuable part of a marketing strategy.
A related and simpler metric to acquire is the average time on page (available within Google Analytics). The average time spent on your webpage will give a general indication of how long your visitors are staying on the page. Combining this with ‘scroll depth’ (i.e. how far down the page has a visitor scrolled) will help paint a better picture of how ‘engaged’ your visitors are.
Abandoning a Dedicated Blog for Medium.com
Smart advice says to own your own platform, and build your home base there. Putting all your eggs in Facebook’s basket can really come back to haunt you when they change their visibility algorithms, or ban your group for any reason they want.
It’s a way to always have access to the readers or community you build.
But could there be a scenario in which it makes sense to move a fairly popular blog over to someone else’s platform, permanently?
That’s the case this article makes. It depends on what your end-goal is. If it’s to have even MORE people read the popular articles you write, it may make sense.
With Medium, anyone can write an article on their own initiative, then submit it to our Medium publication. After some light editing, I can syndicate their article to the tens of thousands of people who follow Free Code Camp’s publication. And there’s no ambiguity that they wrote the article, and at the bottom of the article, there’s a button readers can click to follow them.
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Written by Smash
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