his is an article for anyone who wants to be on the internet scene for a few more years. I would like to ask you a question: What do you think Google is exactly?
Why am I asking this question? Because it’s just very important to understand Google’s goals before understanding what will work in SEO over the long term.
Probably most of you will answer: Google is a search engine .
And I would tell you: this is wrong . Their search engine is just one way.
In reality Google is an advertising network and the main objective of Larry Page is to generate income and in particular profits from this network . Almost all of their income comes from Adwords and Adsense .
Google is also publicly traded and therefore their goal is to generate the highest return on investment for its shareholders.
Why am I telling you all of this ?
Think about what will increase Google’s ad revenue .
Google gets a piece of the cake every time someone clicks on an ad.
In your opinion, how can Google increase the likelihood that an Internet user will click on an ad ?
1. BY FAR IN THE FIRST PLACE, IF THE INTERNET USER USES THE GOOGLE SEARCH ENGINE AND PREFERS IT OVER BING, YAHOO, VOILA,….
Google’s main objective, to generate income, is that an Internet user uses his engine and that he spends as much time as possible on his search engine in order to increase the probability that he clicks on an ad. But the user will only come back, and spend more time, if he usually finds what he is looking for very quickly . So the quality of the results on the first page in relation to the search of the Internet user is an essential element .
2. SECOND, BY DISTRIBUTING THE ADS ON THIRD PARTY PLATFORMS (WEBSITES) (ADSENSE) BY OFFERING EFFICIENT AND EASY-TO-USE TOOLS FOR INTEGRATING THESE ADS.
But also here, Google earns more if the third party website has a lot of traffic , which means that it is in the top 10 of Google. So, this third-party site must be relevant to the searcher’s search .
3. THIRD, BY OFFERING THEIR OWN ADDITIONAL PLATFORMS ON WHICH THESE ADS CAN BE PLACED AND ON WHICH USERS SPEND TIME (GMAIL FOR EXAMPLE)
And you have a direct influence to positively impact the first two points above.
So let’s think about what objective metrics impact the quality of search results and the relevance of search results .
Google doesn’t have an army of ants to check zillions of sites and certainly isn’t going to spend crates of doublezons to hire those armies.
They have implemented an algorithm which consists of checking whether a site meets or does not meet a list of “criteria” and if it violates or does not violate another list of “criteria”. Point. That’s all.
Matt Cutts tells you everywhere about the importance of quality content. Why ? He preaches for his parish. Of course, the quality will attract Internet users. But Google hasn’t invented an algorithm yet to assess whether you’ve hung epic eggs (i.e., written great content), and it’s going to be years or even decades before they’re. able to do so. So take my word for it, Matt Cutts is not going to explain how Google measures quality and relevance in its algorithm, but he will continue to tell you that quality content is essential.
But we have common sense.
And quality content drives a number of measurable criteria. And that’s what Google will measure and that’s what will influence your SEO. And this is where you can act (You Just Do It :-)).
This is what I call common sense SEO .
So let’s see 6 criteria that will give Google a measurable signal to prove that an Internet user has found what they are looking for (relevance!) And that the content is of quality and which will gain much more importance over the months and years. to come up:
1. SOCIAL PROOF
After Panda and Penguin , will Google let go of the Theropoda? In any case, the next two years will see the importance of social proof (Facebook, Google+, Twitter, etc.) increase for the referencing of a site: the more “Likes”, “followers”, etc. there are. , the more likely it is that the associated website contains something that the Internet user is looking for. Sooner or later the Theropoda will eat up, in my opinion, quite a few sites without social proof. So take action, create your Google+, Facebook, Twitter, LinkedIn, Pinterest,… and create links to your website or blog. Google measures all traffic from these networks and “Share” / “Like” /… associated.
2. The ratio of new visits to total visits
If you think about it for a moment, a visitor who enjoyed your content is very likely to come back to your site (you have of course already created an opt-in form with a gift of such quality (ebook, tutorial, training video, etc.) ) that the visitor cannot refuse). The more a visitor comes back, the more this tells Google that you have something important to say.
=> Work so that the ratio of new visits to total visits is low.
You need to roll out the red carpet for each new visitor to make them come back.
Click here to retweet –
Share on FacebookOn my blog (which is very recent) I have 57.2% of new visits only this month of May => the visitors come back.
How do you keep your visitors coming back?
– Optimize your pages so that visitors are encouraged to register on your site.
At the end or also at the beginning of each article or each page, add an opt-in form for your wonderful “gift” and your newsletter with a clear call to action => Take an example from Sébastien or on my site. You can even add for a few weeks an annotation with a link to your site on your Youtube videos. The same goes in the middle of some “pillar” articles. And also in the sidebar.
– Show your visitors how they can profit if they make it a long way with you .
For example, you can create case studies that you roll out in real time over several weeks or months around a specific project that targets the interests of your readers. For example, I launched “UJustDoIt Live” around the creation and monetization of a niche site (ten articles for several months)
– Tell your readers in some of your articles or in your emails what you are going to publish “tomorrow” , make them want to come back.
– Ask your readers to participate (surveys, carnival of articles, ask them for suggestions in your follow-up emails on content to be created). Cédric does this very well on Virtuose-Marketing.
– Lay “epic eggs” regularly : Quality content, not just anything and not what is found everywhere else. Be unique. And this on a regular basis.
3. THE CTR (CLICK THROUGH RATIO)
It is the percentage of people who click on your site in Google compared to the number of people who have seen your SEO (you have access to this data in Google Webmaster Tools ).
Why is this important?
Because this indicator gives Google a measure of the relevance of your site compared to the keywords for which it is referenced . If you are well referenced on a certain keyword, on the other hand you receive only a few clicks, you tell Google: “Hey, this does not interest people who search around this keyword …” and you will go down in your SEO. And vice versa.
Good news: this is the easiest indicator to optimize:
– Install the “All in one SEO” extension on your WordPress site and customize the metatags for each article or for each page.
– Use your main keyword ONCE in the title, once or twice in the description. You can use variations of your keyword in the title and description, but only if it makes sense for a person to read.
– Take care of your title and description as much as possible: These are the two things your visitors will see in search results. You can entice them by using something like “Click here to learn all about…”.
– Be honest: don’t promise something you can’t deliver. Better to have fewer visitors, but targeted, than an exploding bounce rate.
4. THE BOUNCE RATE AND THE AVERAGE DURATION OF THE VISIT
A very important element, even if it is disputed: Google measures these two indicators in a precise way in Google Analytics. These are two very powerful elements in appreciating the quality, relevance and engagement of your readers. To measure it, you need to have Google Analytics installed. Start with this if you haven’t already (on WordPress, the easiest way is to install the Google Analyticator extension and then just fill in its Google Analytics code).
There are three obvious ways to increase these two metrics:
– Make sure to implement the recommendations of paragraph 3. (in particular have a “description” and a “title” relevant to your content) to avoid random clicks.
– Have content that is worth reading or watching. One tip here is to embed relevant videos on your pages, which can easily increase the time without writing articles of several thousand words. In almost all of my articles, I try to integrate videos.
– Encourage your readers to read another article around the same theme by creating relevant internal links in your articles and installing a WordPress plugin type uprev which displays a slider prompting the reader to read an article of the same category afterwards . If you read an article on my web marketing blog , you will see the plugin in action.
But now, let’s talk about a major problem (and its solution).
Unfortunately, Google measures these two indicators incorrectly: they are based on the length of time between the moment a visitor enters your site and the moment he leaves the previous page viewed on your site.
Clearly, if a visitor comes across your pillar article (an “epic egg” that you spent 8 hours to lay), they spend 15 minutes reading it with passion and interest and then they leave your site, Google counts this as a “bounce”, and the time spent on your site at 0 minutes, simply because the reader has not visited a previous page. It fell directly on your article. In short, this significantly distorts your statistics and in addition Google will not take this visit into consideration for the referencing of your page. Google will simply ignore your reader’s engagement with your high-quality content.
We don’t want that.
Now the good news: I have a solution.
What you see:
- The bounce rate drops from 41.85 %% to 6.88% . Fornidable!
- The time on site increases from 04:13 minutes / visit to 24:58 minutes / visit . Even more formidable.
- And even better: This brought 10.2% more visitors (reduced over the same duration) while SEO was rather declining (very moderate, I was losing approximately one position on page one of Google every 2-3 months on moderately competitive keywords, since I was not doing any optimization, no new content).
So if you want to set this up for your site too and find out why I don’t believe what Matt Cutts is saying about using GA in SEO, you can find all the details here .
5. YOUR BACK LINKS
There is no detour, backlinks always have a significant impact on your SEO. We can write a book about it, I’m not going to do it now. You can find a multitude of articles on the net and on my blog .
6. YOUR CONTENT
The content is the element that directly impacts all the other elements above. That’s why it’s important, but not because Google evaluates its quality directly. You are not going to have “likes”, you will only have a few returning readers, you will have few clicks, you will have a high bounce rate, your readers will spend little time on your site. site and nobody will create natural links to your articles if your content doesn’t hold up. So lay epic eggs anyway, take action, set things right:
“You are what you do, not what you say you’re going to do. “- CG Jung
If you’ve made it this far, congratulations and thank you – I was able to make a small, challenging contribution. A quick reminder: If you are interested in the script to improve your bounce rate and time on site to match real life and increase your SEO, visit my blog.