Tag Archives: web writing

How to Survive a Google Algorithmic Update

Do you know Fred?

No, we’re not talking about a person. We’re talking about the latest update to Google’s algorithm, which appeared like a thief in the night to steal traffic and website state. Seemingly without warning, completely out of the blue, Fred caused some website to lose a full half of their organic traffic; for a handful of sites, there were drops of more than 90 percent.

But Fred’s not the only such offender. Google rolls out these algorithmic updates every so often; you may have heard of Panda, Penguin, Hummingbird, Mobilegeddon, or some of the others. Generally, they cause a fair amount of panic in the SEO community, who rightly fear that they could lose their hard-earned Google rankings.

More updates will come. Always. You can count on it. So the question is, is your website prepared for them?

Why Does Google Update its Algorithms?

To understand how you can prepare for algorithmic updates, it’s important to understand why they happen in the first place. Google doesn’t change things just to keep SEO folks on their toes. No, Google changes things to provide a better product to its consumers. That is, Google changes things to provide high-quality content that is relevant to search engine queries.

If you look closely at some of the changes made by these past Google updates, from Fred on back, you’ll notice that they are essentially quality control measures. For example, Mobilegeddon penalized websites that didn’t have mobile-optimized settings—websites that were difficult to read or to navigate on mobile devices. That may sound mean or it may sound harsh, but Google was only trying to ensure that, when a mobile search engine user tries to find information, he or she is able to do so without any problem or hindrance.

Other updates have penalized pages that have bad content, repetitive content, keyword-stuffed content, duplicitous backlinks—basically, lazy SEO tricks that make the actual website content less valuable or less readable.

Protect Against Google Updates

For small business owners who want to avoid their own websites being penalized, then, the solution is actually fairly simple: Focus on providing useful and easy to read content for your readers—plain and simple. Help Google do its job of providing really first-rate and relevant content to search engine users.

Some specific tips:

  • Make sure your page is mobile optimized. Verify it on multiple types of device. If you need help making it mobile-friendly, talk to your website developer.
  • Beef up flimsy content—pages of fewer than 400 words are especially in danger of algorithmic penalties.
  • Avoid keyword stuffing; use key search phrases naturally and organically.
  • Provide easy-to-read and value-adding content with actionable takeaways.
  • Focus on informing the reader—not merely pleasing the search bots.

It all comes down to excellent content—and of course, that’s something we can help you with. Reach out to the content writing team at Grammar Chic for a consultation about your Web writing needs. Reach us at 803-831-7444 or www.grammarchic.net.

Advertisements

Leave a comment

Filed under Content Marketing, Web Content

How to Make Every Page a Landing Page

office-605503_1280

Landing pages have long been central to content marketing; the idea is to develop small, individual Web pages that are narrowly focused on accomplishing one specific goal—converting users into clients, most often. Grammar Chic works with clients to develop landing pages, and we have written on the topic extensively.

There is a new way of thinking about landing pages, however—a new mindset that suggests every page on a company website should be a landing page; every page should be specific and purposeful and attempt to convert users into customers.

How can you accomplish this, though? There are a few strategies that are important to making every page function as a landing page.

Make Every Page a Landing Page

First, make sure every page has a purpose. Basically, you should think of your website as a resource for visitors. Every page of it needs to offer value; it needs to help your user in some way—so how do the pages of your site help the visitor? If you can’t answer the question, maybe some of those pages need to go.

Align every page with your central branding. Are you branding your company in terms of thought leadership? Its small-company nimbleness? Affordability? Every page of your site should reflect that central branding message. For example, your About Us page shouldn’t just be a corporate history; it should underscore those branding points that are central to your marketing.

Give every page a goal. Having a purpose isn’t enough; your pages should also have goals. They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product, or pick up the phone and call you. Give each page an end game.

Ensure easy navigation. In leading visitors through the sales funnel, it’s important to provide easy ways for them to move from one page to the next, and to get supplemental resources as needed; this means sleek layout, but also smart internal and external linking. Provide readers with resources, but don’t distract them from the central topic and purpose of the page.

Finally, and most importantly, don’t forget the landing page basics. Every page of your site should have two key elements to ensure its landing page efficacy—full contact information for your website, and a strong, clear call to action. These elements are non-negotiable.

Talk with us about converting every page of your website into a landing page. Contact Grammar Chic at www.grammarchic.net or 803-831-7444.

Leave a comment

Filed under Content Marketing, Content Writing, Web Content