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first page google ranking align='left' /> Last March, Google’s new Search Liaison Danny Sullivan confirmed a “broad core algorithm update” . Although his tweets were typically vague as to the particulars, the search community has broken it down into two major areas, which I will explore in this article. Websites that got hit were not necessarily penalised for low quality Whenever a new update rolls out, site owners are quick to assume that its aim is to penalise low-quality websites and/or spammy content. Google’s recent March update is aimed, instead, to improve how the organic search results look by giving relevant content a boost. This has resulted in two things: Last April, John Mueller confirmed that the update is about relevance and has nothing to do with content quality. In other word it is focused on improving the quality of the SERPs not on penalising sites. For instance, if your content provides a better answer to a given search query, then Google will rank it higher to pages that are not necessarily 100% related to that search query. In other words, highly specific and targeted content will outrank content more generalised or broad in scope. Given this, those who were negatively affected likely lost their rankings on a range of long tail search, instead of an across-the-board decline on all web pages. Let’s look at an example. According to Search Engine Watch analysis of Google UK results for the query: “What’s the best toothpaste”, this Business Insider article (although not updated since October 2017) was pushed up to page one in the SERPs, whilst this Colgate page for a US audience was pushed down to page five and this Amazon best seller page was pushed down to page three.
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In other words, you’re getting them to your website, but it takes so long to load that they get bored or frustrated and leave. Google tells us that the average mobile landing page takes over 22 seconds to load, but that 53% of people will leave a mobile page if it takes more than three seconds to load. Over half of all website traffic comes from mobile devices, but the conversion rates on this platform are lower than on a desktop, telling us that people are creating responsive, mobile-friendly websites that are just too slow. In other words, a total waste of their SEO, design and development efforts. The second problem occurs when a person gains entry to your digital storefront, but there are no signposts, guidelines or even a single note telling them where to go and what to do next. This means they spend a few minutes idly drifting from aisle to aisle of your store before leaving. It’s what happens if your website is not laid out and set up to convert customers at every possible opportunity and fails to tell them what you want and need them to do next in order to get their immediate need met. According to Wordstream , the conversion rate of the average website is an abysmal 2.35%, which is tragic when you consider that the potential return on investment could run as high as 223%. Again, a waste of valuable marketing resources and time.
For the original version including any supplementary images or video, visit https://memeburn.com/2018/07/seo-sso-cro-strategy/
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