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SEO

      How does Google rank you, anyway?  You don’t need a marketing diploma to know that where you rank in Google's (or Bing's) search results matters. In fact, over 50% of people click on the first listing Google serves them, according to these  2018 stats from Smart Insights . This varies by industry and how many words someone uses to find what they're looking for.  If you want to get the coveted top spot, you need to do some work to reach—and stay—in that first Google search position. This article will help you understand how Google ranks sites and how you can improve your position.  Understanding Google's algorithm  No doubt you’ve heard the word "algorithm" in reference to your web presence. And you may have some sense of what it does. But, really, what  is  an algorithm? Simply put, a search algorithm is a set of factors (more than 200 of them, in Google's case!) designed to establish two things: authority and relevancy of your website. Though human-made, the algorithm is computer-run, and it is also constantly changing in an effort to improve results. We should also tell you that Google's exact algorithm is a closely-guarded secret; akin only to KFC's chicken recipe (which, btw, may have been  accidentally revealed  last year).  The reason Google’s algorithm (and that of other search engines) is so often talked about is that it determines how you rank in search results. The algorithm decides who is listed first—you or one of your competitors. And  as Neil Patel points out , "Given that Google handles over  2 trillion searches  per year (that's about 40,000 every second), even the smallest changes to their algorithm can have a massive impact on any given site."  How can I make my website rank better?  Entire careers are built on this question. Even though we don't know the recipe for their secret sauce, we do know the key ingredients. While no one knows Google’s exact algorithm, we have a good sense of how to get a site ranking better. We’ve had several clients come to us who were concerned about their poor ranking. Fixing this problem isn’t rocket science, you just need to roll up your sleeves and give it at least a few months to take effect. Here’s how we’ve turned around poor rankings for our clients:   1.    Evaluate your website  Before you can improve your site, you’ll need to know exactly what you’re dealing with. Be sure to document this baseline so you have a comparative later. Bearing in mind that whatever the algorithm, Google is searching for sites with authority and relevancy, take the time for a comprehensive review. This article can help you  assess your website’s performance and correct weaknesses .     2.    Is your content comprehensive?  For some time, in an effort to beat the algorithm, people infused their content with specific keywords that were alleged to drive traffic. Over time, though, this resulted in the web being over-run with poorly written, difficult-to-understand or off-topic articles. It became clear that what reads well for computers doesn’t necessarily work for human users.  More recently, Google tweaked their algorithm to measure content more qualitatively. Using keywords in your website copy is still very important but first and foremost, your site needs to work for your customers and buyers. So think about the keywords your audience uses to find you, and ensure they are included in the headlines of your website.   But it doesn't end there. It's also widely known that Google favours websites that are regularly updated with good quality content. For this exact reason, we produce blog posts for 100% of our clients. Generally speaking, we aim to publish a monthly post, which even the smallest of companies can pull off. Not only does the blog tell Google you are a subject matter expert, it's also instills a greater sense of credibility to buyers visiting your website. Plus, it gives you something to talk about on social media. Win-win-win!   3.    Check your metadata  This one’s a bit counter-intuitive. Metadata doesn’t directly improve your rankings anymore (it used to). What it does do is help others, both robot and human, find and navigate your site. And the resulting traffic (ie. people visiting your site) contributes to your ranking. So it's a round-about thing.  What you should do is check your the page title and description you have for each page, all image descriptions for visually-impaired site visitors and robots, and the content structure to make sure you’re in tip-top shape for your visitors. To check your website's page titles and page descriptions (or lack thereof) simply enter your URL.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     Here is an example of a good listing:     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      4.    Increase the number of sites linking to your website  Inbound links—especially from reputable websites—tell Google that you are an authority on that subject matter. The more "referral" links from reputable sources on that topic, the better you’ll rank for that very subject when people search for it. Another thing that can improve your ranking is to get highly regarded websites to link to your site. The higher their domain authority, the better the juju they'll give you. You can  find out a website's domain authority using Moz's awesome free tool . (See what we did there? We just gave Moz a little juju by linking to them—not that they needed any more.) Just beware that savvy websites use something called a "no follow" link, which gives you zero juju. If you suspect they are sufficiently advanced, ask that they give you a "do follow" link. There's no harm in asking, right?  Unfortunately, even being the best in your category isn’t going to attract these sweet inbound links. Just like in the real world, you’re going to need to do a bit of networking and sales. Note that the emphasis is on quality, so skip the link farms and look into outreach, targeted PR and offering to pen guest posts for industry blogs (perhaps for an industry association or digital publication).   5.    Take a look "under the hood" of your website  Though this is probably the least sexy task of the bunch, it’s crucial that your site is technically up-to-snuff. Do your pages load quickly? Are you optimized for mobile browsing? Is your site up-to-date with the latest Google guidelines so it can be crawled and properly indexed? Search engines like Google want to give searchers a great experience. If your site doesn’t deliver because it is frustratingly slow, or isn’t optimized for mobile, they won’t send traffic your way for long.     Now that you have an overview of what it takes to woo the algorithm, dig a bit deeper starting with our blog  5 ingredients for ranking first on Google . And if all this seems a bit overwhelming, we can help you. Improving your website's ranking is definitely do-able—it just takes some strategic TLC.

How does Google rank you, anyway?

You don’t need a marketing diploma to know that where you place in a user’s search results matters. In fact, a full 95% of people click on the first listing Google serves them. This article will give you the basics to understand how Google ranks your site and how you can improve your position.

      5 ingredients for ranking first on Google  One questions we often get from new clients is how they can rank first on Google, just like their competitors.   They ask because they know that showing up on Google's first page of results makes a big difference to the numbers of leads and deals they get.   Here's what we tell clients about search engine optimization (SEO)—including what we steps we take to improve our clients' search engine ranking.   What are keywords?  The starting place to ranking on Google is thinking about the words people type into Google (or other search engines) when they're looking to hire a business like yours. These words are referred to as keywords. In competitive industries you'll likely focus on a phrase or multiple words; for example rather than "widget supplier", "+widget suppliers in Toronto" or "aluminium widget suppliers".  When search engines crawl your site, they pick up on commonly used words as a way to rank your site pages. So, when crafting new content for your site, consider the phrases associated with your business, and the keywords that people are already using to find you. These can be obtained with free website analytics tools.  After identifying your priority keywords, integrate them into your web content. Then, when a user searches for a phrase that includes these words, the search engine will look for pages that include prominent mentions—like yours. Where should you include these key words to ensure your content is seen? Headings and section titles, link text, page titles and descriptions, image files names, throughout the page’s written content and in the URL. With regards to written content, make sure the keywords fit naturally within your text; avoid "stuffing" and overusing them.  How to use content marketing  Producing high quality content on your site can result in many positive SEO improvements: your site will be useful to readers, generate repeat visitors and other sites will want to link to you. Key to this is keeping your web content fresh. Search engines love new pages! Try to add new articles, photos and videos regularly; frequently updated sites are more often indexed by search engines. Without fresh content and updates, it could be months before search engines find you. And if you continue to produce content that people read, your web traffic will be quickly recognized. Search engines strive to provide quick, quality results to users. So, if you’re already making headlines, you’ll be rewarded in the rankings.  What kinds of content resonate best? Aim for web pages with at least 300 words, but 500 or more will rank you better. Even though some content is better than none at all, pages with fewer than 100 words won’t gain much traction. Further, having two or more pages on your site with identical content (or close to it) isn’t valuable for users, and search engines will filter this from their results.  The role of pay per click ads in B2B marketing  In #1 keywords and #2 quality content above, your work will generate traffic naturally or "organically". But if you are paying attention to the results shown when you search for something, you'll notice there are also a handful of "ads" that come up. In addition to ranking organically, it's wise to pay for ads too. In the beginning when you aren't ranking for particular keywords, your ads will ensure your business is coming up on the first page. Later when you are ranking you may still want to come up twice to increase the likelihood that a potential customer will pick your link over your competitor's.   With pay per click ads, the idea is to write ads that will tempt someone to click and also ensure that they are reflecting what you're selling so that you don't pay for their click and loose them the minute they get to your website and realize you don't offer what they're looking for. Just think of the number of times you have searched for something, clicked on one of the search results and immediately realized it was not what you wanted at all.   Why links are important to your search ranking  Backlinks, or links that redirect from other sites to your own, can greatly improve your SEO. A few backlinks can assist the search engine in finding your site, but numerous links will indicate that your site is an important resource. The more incoming links you can obtain from pre-existing high-ranking organizations, the higher you’ll be listed in search results. Consider your stakeholders, professional organizations and business directories; is there an opportunity to bounce links off each other?    While backlinks from other websites are integral to your SEO strategy, they’re not the only type of link that matters. Links on your own website make a difference, too. If you have an underperforming page on your website, drive more links to it from other sections of your site to gain more traction.  If you already have existing social media accounts for your brand, add your URL to your Facebook, Twitter and LinkedIn accounts to enhance your link trail. Then, when you add new content or pages to your site, be sure to Tweet them and share them with your social networks. “Search crawlers” visit these sites, too, so this can further increase your ability to obtain a higher search ranking.  How the design of your website impacts your search ranking  The detailed structure of a website can also affect your search engine rankings. Ensuring a responsive design, one that is optimized for smartphones, tablets and PCs—as well as various web browsers—is rewarded by search engines. A responsive website has the same URL for both the mobile and the main site, which avoids the confusion of separate URLs depending on a user’s device. This can greatly improve and simplify your external backlinks, as discussed above.  With regards to your site’s coding, ensure it’s as clean as possible for the spiders to crawl through. If you're not familiar with coding or HTML, consult web developer.  How page layout influences your search ranking  The actual content on your site can be optimized in a way that will also enhance your SEO. While images and graphics can make your page pop, keep the file sizes less than 100 KB with a resolution of 72 dpi. Large images will make your site load slowly, which won’t resonate well with users. In each image’s alt-text, include your identified keywords.  Ensure your content is logically organized for the user. Break up long blocks of text into bulleted lists and smaller paragraphs, and incorporate headings and sub-headings. Tag your headlines appropriately, using <H1> for titles and <H2> for subtitles, to maintain structure.  When laying out your content, ensure it starts above the fold (the point on your screen where a user has to start scrolling down to see more content). If your website dedicates a lot of space above the fold to ads, users may not scroll down to get to the good stuff.     After all your SEO work, stay on top of your efforts by monitoring your results. Google Analytics can track your page views for free, along with other useful SEO statistics. Be sure to monitor items like bounce rates and the amount of time users spend on your site(s) to measure the effectiveness of your content. High drop-off rates combined with little time spent on your page could be a sign that your content isn’t relevant or engaging. Evaluate your metrics to see what's working (and what's not), then revisit your content and design strategies to make adjustments. A winning combination of quality content plus logical design is sure to get you noticed

5 ingredients for ranking first on Google

Here's what we tell clients about SEO—and what we do to improve their search engine ranking. 

      4 website best practices that boost organic search traffic  If your website is easy to discover, and easy for search engines to index, you’ll get better traffic than a competitor whose site is not. This type of web traffic is called "organic" because people are finding you naturally by typing their keywords into Google (or Bing or Explorer) and responding to the search results that pop up.  If you want to  rank first on Google  and make it easier for potential buyers to find your website, make sure you are following all four of these simple best practices:   1 \ Write strong page titles  Page titles should be no longer than 50 - 60 characters, without repeating keywords. Be descriptive and intentional with the words you use. This is what people will see in their Google results and will make or break whether they come to your site. Page titles also impact your search ranking.   2 \ Craft smart meta descriptions  This is the line of information that displays beneath the link in a search result. It describes the contents of your page, should be no longer than 155 characters and should be topical. A well-written meta description might earn you a better click-through rate (CTR), which in time  might  translate into an increase in your search rank.      

  

    

       

         

           
               
             

             
             

           

         

        
         
           

            

            
                This screen capture illustrates how page titles and meta descriptions are displayed on a search engine. The blue text is the page title, the black test is the meta description.    
            

            

           
         
        

       

    

  


    

  

    

       

         

           
               
             

             
             

           

         

        
         
           

            

            
                By contrast, here is a company that has entered the page title, but no meta data. In place of he meta description is "No information ... "    
            

            

           
         
        

       

    

  


      3 \ Be intentional with your headlines   Headlines (versus paragraph copy) distinguishes headings from page content. This helps search engines to know what your webpage is about (and thereby serve it to people when they are searching for that material). Headlines also help visitors to scan and find the information they're looking for.   Your website will have a few headline styles. H1 (headline one) will be the largest and most bold, whereas an H3 or H4 will be smaller. Use your H1s and H2s to explain what's on the page. Be sure they include keywords. Use H3s and H4s to introduce sub-sections, and make them descriptive rather than one or two words in order to help your page to rank.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      4 \ Publish frequent blog content  Finally, tick a few SEO boxes with the other content on your site. Having a blog is important for SEO (Google sees companies with lots of fresh quality content as more relevant than a stale 4-page site. Plus, it builds credibility with potential customers.   How often should you blog? Weekly would be great, but most of our clients tend toward monthly. Even quarterly is better than nothing. The more blogging you do, the more traffic you get. You'd be surprised how dramatically a blog can impact the number of people visiting (and revisiting) a website. One of our clients saw the number of visitors coming to their site skyrocket to 300% over the same 6-month period in the previous year. This was the result of publishing several articles and a white paper, and sharing them via email and social media.      Though these four best practices are simple, many organizations aren't employing them. If you and your competitors are among this group of laggards, it won't be hard for you to pull ahead. Start with the simple stuff: spend a couple hours in the back-end of your website and fix your page titles and meta descriptions. Next edit your headlines. Finally, address your blog content. Don't have one? There's no time like the present!

4 website best practices that boost organic search traffic

If you aspire to ranking first on Google, and want to make it easier for buyers to find your website, are are four simple best practices you'll want to follow.

      3 tools to evaluate your website  Trying to generate more qualified leads?  Need to improve your lead conversion rate?  Want to increase awareness of your business?  Your website is key to all of these. It has to look good, but there's more to it than this. A lot of information is hidden in the backend of your site. At Hop Skip Marketing, one of the first things we do for clients is run tests on their website to see what, if anything, needs to be fixed. These tests tell us how the site performs overall, is it "Google friendly" (aka search engine optimization, or SEO), does it look good on a smartphone? Today we're sharing some our favourite free website audit tools so that you can ensure your website is doing its job.  3 free tools to audit your website   Website Grader  This is one of our go-to tools. All you have to do is submit your website address and email and you'll get a robust report and grade. Expect key metrics like page load speed, mobile friendliness and security.      

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      Nibbler  Another excellent tool, Nibbler provides you with a report on several key metrics including accessibility, SEO, social media and technology. It gives you an at-a-glance grade out of 10 so you can prioritize your fix-it list.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      WooRank  WooRank is a fast, easy-to-use SEO audit and digital marketing tool. They look at your site through Google’s eyes and generate an instant audit of your site’s technical, on-page and off-page SEO.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


        Any one of these free tools will give you insight you can't otherwise ascertain. Pick one tool, or try a couple and compare the results. Once you've pinpointed what isn't working well, you can prioritize the repairs and hand the tasks to your website designer to address. Don't be daunted— often minor changes are all that's needed to turn around a failing website grade. Run this test once a year to keep your website running like a well-oiled (marketing) machine. 

3 tools to evaluate your website

Is your website doing as good a job as it can to generate leads? Here are practical tips and free tools for evaluating and improving your site.