A pretty website is not enough.
Strategy / Dec 23rd, 2019 11:24 am     A+ | a-
Updated. Originally posted on Feb 19th, 2019

Who are your two customers?

Google and the people that buy your products or services are your customers. You must first impress Google before you get a chance to present your website content to a potential customer. Google AI robots don't care about pretty web pages. They care about unique, original, quality content, presented on very fast, mobile-friendly web pages. So why did you waste money and time building those silly carousel sliders that distract visitors while they are trying to read your content? Please forgive my rant, but the use of gratuitous graphics has annoyed me during my 25 years of building and managing websites.

What kind of content does Google want?

In-depth authoritative content, the kind other websites link to. SEO experts keep telling us we need backlinks from major websites but they are reluctant to give us the simple answer. You earn them by creating quality content that popular websites and active social media users want to share. Neil Patel presents a simple method of doing this on my 10/19/2019  post.

How do I create content that ranks well before it has backlinks?

  • Long content works better than short content, about 1,800 words.
  • Your subject should be interesting and timely, thus warranting a decent rank early in its life cycle.
  • Headlines with 15 to 20 words work best. Use a single H1 tag at the top of your content, 
  • Write in short 50 to 60-word paragraphs, this makes it easier for mobile visitors, who are at least 60% of your audience.
  • Create a paragraph headers, using an h2 tag, that will match what you anticipate will be used search query for your subject. These h2 tags also help the Google AI understand the contents of the paragraph to follow.
  • If possible publish your content on AMP pages, making it eligible for instant loading, from Google's AMP cache, when your page is selected directly from a Google search result using a mobile device. AMP pages, that have complete structured data are also eligible for the Google search results carousel.

Google is maturing from a search engine to an answer engine.

Have you noticed some of the 20 different formats, presented in the search results lately?  Frequently they answer a "how to" or "what is" query with a 50 to 60 word block of content, scraped taken directly from a website residing in their cache. This is known as a rich snippet. Google feels so strongly about providing the best possible user experience they often provide a result of this type without accompanying advertising links. Most searches on Google do not result in Google generating advertising revenue. Ad revenue results from less than one out of 100 searches. With a little less than 4 billion searches a day they are on target to generate well over100 billion dollars in ad revenue this year.

Some information resources

An article by Brian Dean, "We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing"

An article by Eric Enge, "Does Amp Improve Rankings, Engagement, and Conversion?:

If you would like some help on the road to website success, consider us at Alpha Group Software. We help our clients understand and implement a mobile-first / user-first strategy while embracing Google's transition from a search engine to an answer engine.

If your budget is tight and you want a high-performance mobile website check out EZ Info Pages.

If you link directly from Google ads to your website you are probably wasting half your Ad budger, find out why.

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