Content performance and SEO can be impacted by several factors. In a time, where internet users are extremely impatient and search engines taking their side, it becomes vital to spot and address the technical and non-technical errors around your websites. Search engine land author “Jim Yu” addresses the issues that can and might be interrupting the performance of your sites.
With a great degree of expansion and growth of the digital world, web pages have evolved from simple HTML pages to responsive, personalised pages, offering high-end user experience. This is because there is a visible and rapid increase in quality which consumers are getting used to and yet demanding. In other terms, maintaining and keeping up with the core changes has become complex.
For instance, web users expect the site to be quick and snappy. No matter what device they use, they prefer fast loading web pages.
According to the survey conducted in 2015, 30 percent of the web consumers expect the pages to load at a rate of 1 second or less. While the same survey conducted in 2009 states only 5 percent of consumers with such exception, there is a drastic increase in numbers over the period of time.
With progressing web pages there is also a drastic increase in the issues. It is much likely that minor complications may have a large impact on website performance, as it can hamper consumer’s ability to find the content they are looking for. This scenario, with due course of time, can largely impact the results by a decrease in web page traffic and the eventual drop in page ranking.
Organisations can’t risk the complications to pile up and it becomes necessary to keep a constant watch and fix them as required. It is possible to unearth the issues before the content goes live on the website. This in turn also helps the organisations to ensure the content is constructive while assessing the content visibility rate.
As brand reputation is largely dependent on website performance, website issues become highest point of interest. Poor speed of pages is one of the examples to demonstrate the destructive power of website issues. According to the recent survey on website performance expectations done by “Akamai”, consumers support or lean towards web pages that load in a span of 1-2 seconds.
Just so, as web users pay attention to fast browsing sites, there is an evident increase in their impatience towards slow pages. In 2011, where there is a rate of web user impatience of 37 percent recorded, in recent years, it has gone up to 49 percent.
To sum it up, if your site is not loading fast enough, within 2 seconds to be accurate, chances are high for your consumers to drive away.
Considering the web traffic generated via referral sites, most of them are likely to proceed to the navigation menu. Dysfunctional or unclear navigation systems, hence makes second on the web issue list.
With 38 percent official record of consumers ignoring the websites with poor layout and design, the number is likely to increase. Neglecting this factor can lead to poor consumer engagement, making it vital to focus on attractive and customized web layout.
Stating the obvious, poor quality content or duplicate content on the web pages comes with two devastating blows. While it results in negative customer experience, also takes a hit from Google algorithm.
Here is what’s going to happen: few clicks, reduced visibility on search engine result pages and even revenue lose.
Considering the fact that there are a number of websites on the internet, consumers’ options are huge. Not standing up to the mark of user’s expectations discourages them, which is anti-result of a brand’s anticipation of creating reputation.
As a brand, you need to constantly perform site audits to classify the errors and rectify them. At the same time, it is crucial to design a system that eliminates potential issues.
Given below is a step-wise process which helps deal with potential errors a website faces, while it also addresses the site ranking and web traffic.
In order to ensure smooth function of the website, it is typical requirement for a brand to do a complete and a thorough site audit.
Break down this process into few sub-sections. Identifying incorrect pages, inappropriate links, page errors and most importantly, page speed.
As said by Matt Cuts of Google, in the past, one of the top mistakes digital marketers make is failing to rightly place keywords or failing to understand how web users search. He also stated that many misses on making pages that Google algorithms can crawl through.
For instance, create original content that’s worth spending time on. The second fact is to focus on adding keywords or phrases as they are searched by customers in order to gain more response.
Not all errors are severe or have the same impact on site performance. Since time of action defines things, it becomes vital to prioritise based on the level of impact an issue or error is likely to cause.
The errors or issues that directly impact the navigation or visibility of the website need to be first in the bucket list to fix. For instance, if Google has blocked any pages by chance, it becomes an immediate priority.
– Broken links, error pages, and redirects need to be checked
– Here come the content problems! Duplicate content, if identified, try and replace or remove it, as Google captures this data.
– Also use appropriate keywords and keep a note of density.
– Make sure to include meta descriptions and page titles.
– Look out for missing alt tags, schema markups and other related issues.
Ensure your robots.txt file is allowing Google to find all the necessary information.
Redirect your audience to the home page rather than error page, if in case a page or content is missing.
Prefer to exclude duplicate content either by removing or replacing it. Think up new angles or presentation styles of the concepts rather than rewriting the content, which doesn’t make much sense to your audience. Include a content audit to check for duplicate or thin content.
If you notice most viewed content, there would be few factors that play a role. Informative, keyword rich and well composed, reader-friendly content. Also catchy headings, a visual representation such as GIFs or photographs that make connection to the topic make readers always come back for more.
In order to help Google identify a page value, use structured data. This will help the search engine to easily organise and display pages.
Last but not lease, don’t forget the pictorial content. Make sure it is tagged with alt text in order to help viewers find what they are looking for.
As stated earlier, with a bulk of data and numerous websites available online, the competitive nature of digital marketing is high. While the consumers expecting high standards and search engines encouraging the same, lifting and maintaining the web standards is must. Ignoring the structure of website or issues leads to reduced traffic, low ranking and loss of revenue. Rotational checks for errors and fixing the same, ensuring smooth performance of the website leads to positive results.
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