Tag Archives ⇒ seo

Remembering it’s an honor just to be read

March 10, 2016
· Martin Kelley

Strange moment this morn­ing when I checked my blog stats and real­ized that I get a fair amount of traf­fic for a movie review I wrote last year. I was check­ing the stats to see if any of the Quaker-related search terms might give clues for future con­tent on Friends Jour­nal or Quak­er­S­peak and for that pur­pose the review’s pop­u­lar­i­ty with Google (and read­ers) isn’t that useful.

But this blog is just my life spun out. I don’t aim for key­words and I don’t want to dom­i­nate a thought-sphere. If I see a movie and jot down some impres­sions that attract a small audi­ence, then my blog post is a suc­cess. A dozen or so ran­dom peo­ple a month Google in to spend a cou­ple of min­utes read­ing my thoughts on a fifty-year-old movie. That’s cool. That’s enough. In all the talk of tar­get­ing and SEO we some­times for­get that it’s an hon­or to sim­ply be read.

The oth­er night stayed up late to cud­dled with my wife and watch good-natured but flawed Rom-Com. I read some reviews on IMDB and pon­dered the clich­es in the show­er the next morn­ing. Boil­ing these impres­sions down into 500 words on a train com­mute would be easy enough. I should do it more.

Outreach gets people to your meetinghouse / Hospitality keeps people returning.

March 23, 2013
· Martin Kelley

Over on Twit­ter feed came a tweet (h/t revrevwine):

seo - Google SearchTo trans­late, SEO is “search engine opti­miza­tion,” the often-huckersterish art of trick­ing Google to dis­play your web­site high­er than your com­peti­tors in search results. “Usabil­i­ty” is the catch-all term for mak­ing your web­site easy to nav­i­gate and invit­ing to vis­i­tors. Com­pa­nies with deep pock­ets often want to spend a lot of mon­ey on SEO, when most of the time the most viable long-term solu­tion to rank­ing high with search engines is to pro­vide vis­i­tors with good rea­sons to vis­it your site. What if we applied these prin­ci­ples to our church­es and meet­ing­hous­es and swapped the terms?

Out­reach gets peo­ple to your meetinghouse /
Hos­pi­tal­i­ty keeps peo­ple returning.

A lot of Quak­er meet­ing­hous­es have pret­ty good “nat­ur­al SEO.” Here in the U.S. East Coast, they’re often near a major road in the mid­dle of town. If they’re lucky there are a few his­tor­i­cal mark­ers of notable Quak­ers and if they are real­ly lucky there’s a highly-respected Friends school near­by. All these meet­ings real­ly have to do is put a nice sign out front and table a few town events every year. The rest is cov­ered. Although we do get the occa­sion­al “aren’t you all Amish?” com­ments, we have a much wider rep­u­ta­tion that our num­bers would nec­es­sar­i­ly war­rant. We rank pret­ty high.

But what are the lessons of hos­pi­tal­i­ty we could work on? Do we pro­vide places where spir­i­tu­al seek­ers can both grow per­son­al­ly and engage in the impor­tant ques­tions of the faith in the mod­ern world? Are we invi­ta­tion­al, bring­ing peo­ple into our homes and into our lives for shared meals and conversations?

In my free­lance days when I was hired to work on SEO I ran through a series of sta­tis­ti­cal reports and redesigned some under­per­form­ing pages, but then turned my atten­tion to the clien­t’s con­tent. It was in this realm that my great­est quan­tifi­able suc­cess­es occurred. At the heart of the con­tent work was ask­ing how could the site could more ful­ly engage with first-time vis­i­tors. The “usabil­i­ty con­sid­er­a­tions” on the Wikipedia page on usabil­i­ty could be eas­i­ly adapt­ed as queries:

Who are the users, what do they know, what can they learn? What do users want or need to do? What is the users’ gen­er­al back­ground? What is the users’ con­text for work­ing? What must be left to the machine? Can users eas­i­ly accom­plish intend­ed tasks at their desired speed? How much train­ing do users need? What doc­u­men­ta­tion or oth­er sup­port­ing mate­ri­als are avail­able to help the user?

I’d love to see Friends con­sid­er this more. FGC’s “New Meet­ings Tool­box” has a sec­tion on wel­com­ing new­com­ers. But I’d love to hear more sto­ries about how we’re work­ing on the “usabil­i­ty” of our spir­i­tu­al communities.

Kindley Law

November 10, 2008
· Martin Kelley

John Kind­ley is a lawyer in a solo prac­tice in South Bend, Indi­ana. He came to me want­i­ng a web design make-over for his self-designed Word­Press site, along with some SEO advice and help with a form. John’s a bit of a tin­ker­er so he’s already moved on to a new design!

Vis­it: Kind­ley Law in South Bend Indiana

Client Testimonial:

“Mar­tin pro­vid­ed great val­ue in design­ing a web­site for my law
prac­tice. He was acces­si­ble and facil­i­tat­ed the process, despite our
geo­graph­i­cal dis­tance, through email and tele­phone con­sul­ta­tions. He
was flex­i­ble in work­ing with me to achieve what I was look­ing for
with­in my bud­get.” May 1, 2009

John Kind­ley, Lawyer.
Hired Mar­tin as a Graphic/Web Design­er in 2008
Top qual­i­ties: Per­son­able, Good Val­ue, High Integrity

What to look for in SEO consultants

July 1, 2008
· Martin Kelley

This is part of my Beyond SEO series where I look at the myths and real­i­ties behind search engine opti­miza­tion, with prac­ti­cal tips about pub­li­ciz­ing your site and build­ing your per­son­al brand. Read all of my Beyond SEO arti­cles.

The Google blog asks for user input into what makes a good SEO and reports that they’ve just rewrit­ten their page that warns against rogue SEO artists and gives rec­om­men­da­tions about what to look out for. It starts with their definition

SEO is an acronym for “search engine opti­miza­tion” or “search engine opti­miz­er.” Decid­ing to hire an SEO is a big deci­sion. Make sure to research the poten­tial advan­tages as well as the dam­age that an irre­spon­si­ble SEO can do to your site. Many SEOs and oth­er agen­cies and con­sul­tants pro­vide use­ful ser­vices for web­site owners.

The blog asks “how would you define SEO? What ques­tions would you ask a prospec­tive SEO?” I’ve been doing a lot more opti­miza­tion for clients late­ly. What’s par­tic­u­lar­ly fun is run­ning across the work of the SEO scam artists their com­pe­ti­tion have brought in. I’ve seen many instances where the oth­er SEO firm has stepped over the bounds of fair prac­tice and been penal­ized by Google.

Google’s job and our job

I’ve always tak­en the approach that it’s Google’s job to give people
the most use­ful and rel­e­vant return for their search and our job to
make sure we have use­ful and rel­e­vant mate­r­i­al and arrange it in such a
way that Google can access it.

SEO is impor­tant but only in the
con­text of smart web design and a coher­ent and well thought out
inter­net mar­ket­ing strat­e­gy. Firms that claim to do SEO
with­out check­ing the ana­lyt­ics data and con­sult­ing with the client
about their busi­ness strat­e­gy will not help the site in the long run.

What your SEO expert should be doing

I would agree with most of Google’s rec­om­men­da­tions of what to look out against. But what to look for? A quick list would include:

  • A SEO con­sul­tant that looks at ana­lyt­ics data before mak­ing any changes. If the client does­n’t already have Google Ana­lyt­ics run­ning on the site I install it and wait a month before doing any­thing. I do that because you want:
  • Quan­tifi­able results. You should be able to see shift­ing use pat­terns if the opti­miza­tion is work­ing. The inter­net gives us pre­cise fig­ures and it’s often very easy to demon­strate the val­ue of the work you’ve done. Clients should have full access to the ana­lyt­ics and be trained enough to be able to inde­pen­dent­ly ver­i­fy the results.
  • A con­sul­tant that fre­quent­ly answers ques­tions with “Hmmm…, I don’t know.” No one knows what Google is doing. You try some­thing, then you try some­thing else. Any­one who claims to know every­thing is scam­ming you.
  • Some­one who looks at your entire busi­ness mod­el and asks hard ques­tions about your inter­net strat­e­gy. What do you hope to accom­plish with your site. Are there spe­cif­ic goals that we can measure?
  • Think about your Inbound and Out­bound strate­gies. Google will send peo­ple your way if you have use­ful mate­r­i­al so think about what com­pelling con­tent you can offer the uni­verse. And once peo­ple come to the site you have to make it com­pelling for them to stay a while, sub­scribe, etc. 
  • The SEO con­sul­tant should make you sweat: any­one who says they can sig­nif­i­cant­ly boost your site with­out you hav­ing to lift a fin­ger is fool­ing you. You will almost always have to add com­pelling con­tent and it will take you com­mit­ting staff time to the project (a good devel­op­ment team will look for ways to make this fit into your exist­ing staff rou­tines so that it’s as pain­less as possible!). 

Any oth­ers sug­ges­tions for what to look for in poten­tial SEO consultants?

SEO Myths II: Content Content Content, the Secret to SEO

February 27, 2007
· Martin Kelley

When­ev­er
I talk with fel­low web design­ers, the issue of “SEO” invari­ably comes
up. That’s techie slang for “search engine opti­miza­tion,” of course,
that black sci­ence of mak­ing sure Google lists your site high­er than
your com­peti­tors. Over the years a small army of shady char­ac­ters have
tried to game the search engine results.

I’ve always thought such tricks were pathet­ic and bound to lose over
the long term. Search engines want to fea­ture good sites. It’s in their
best inter­est to make sure the sites list­ed are the ones peo­ple want to
see. A search engine that returns unsat­is­fac­to­ry results quickly
becomes a has-been in the search engine com­pe­ti­tion. So as soon as a
site such as Google notices some new SEO trick is skew­ing the rank­ings they tweak their secret search algo­rithm to fix the SEO loop­hole.

Just Give Google the Content It Loves

In the­o­ry it’s easy to make Google, Yahoo, MSN and
the oth­er big search engines hap­py: give poten­tial vis­i­tors site
they’ll want to vis­it. For­get the tricks and spend your time putting
togeth­er an amaz­ing site. Search engines like text, so write, write,
write. 

I’m look­ing to join a web design house, which means I’ve been
inter­view­ing with slick web devel­op­ers late­ly and when­ev­er they ask me
the best way to increase SEO for their
clients, I tell them to start a blog. They look at me like I’m an idiot
but it’s absolute­ly true: two blog posts a week will end up being over
100 pages of pure con­tent. All of these sites full of Flash animation
get you nowhere with Google.

Just a note that any kind of text-rich web sys­tem can achieve many
of the same results – blogs are just the eas­i­est way yet to get content
on your site.

Presenting What You Already Have: Blog your Water Cooler Chat

When I talk to peo­ple about start­ing a cor­po­rate blog they quickly
start telling me how much work it will be. Bah and Hum­bug – your
com­pa­ny’s life is prob­a­bly already filled with blog­gable material! 

I used to work in a book­store where I did most of the customer
ser­vice, much of it by email. About two or three times a week I’d get a
par­tic­u­lar­ly intrigu­ing query and would spend a lit­tle time researching
an answer (most­ly by look­ing through the index­es of our books and
search­ing the arcane sites of our niche). This research did­n’t always
pan out to a book sale, but it marked our book­store as a place to get
answers and gave us a com­pet­i­tive advan­tage over Ama­zon and its ilk.
Each of my email answers could have eas­i­ly been refor­mat­ted to become a
blog post. By the end of a year, I’m sure the vol­ume com­ing from these
obscure search­es would be quite high (see yes­ter­day’s Long Tail Strategy
post on the Hit­Tail blog for an account of how atten­tion to search
engine’s one-hit-wonders helped achieve a wide­spread key­word dominance).

When­ev­er some­thing new hap­pens that breaks you out of your routine,
think about whether it’s blog­gable. At the book­store, a new book would
come in and we’d spend ten min­utes talk­ing about it. That conversation
reached half-a-dozen peo­ple at most. In that same ten min­utes we could
have writ­ten up a blog post say­ing much the same thing.

Last Spring a con­tro­ver­sial arti­cle appeared in the local newspaper
that tan­gen­tial­ly involved my employ­er. That morn­ing my workmates
gath­ered togeth­er in the recep­tion area for the bet­ter part of an hour
trad­ing opin­ions and wise­cracks. After about five min­utes of this, I
slipped back to my office and wrote my opin­ions and wise­cracks down
into my blog. I hit post and came back to the recep­tion area – to find my
work­mates still blath­er­ing on, natch. My post reached hun­dreds and took
no more time out of the work day than the recep­tion pontifications.

Humans are social ani­mals. We’re always blog­ging. It’s just that
most of the time we’re doing it ver­bal­ly around the water cool­er with
three oth­er peo­ple. Learn to type it in and you’ve got your­self a
high-volume blog that will add invalu­able con­tent and SEO mag­ic to your site.

Mix up your content: Tag Your Site

Last­ly, a point to web­mas­ters: it usu­al­ly pays to think about ways
to re-package your con­tent. My most recent­ly expe­ri­ence of this was
tag­i­fy­ing my per­son­al blog over at “Quak​er​Ran​ter​.org.” Every time I
post there a Mov­able Type plu­g­in fish­es out the key words in the
arti­cle and lists them after­wards as tags. These tags are all linked in
such a way that results send the term through the site’s search engine
to give back an on-the-fly index page of all the posts where I’ve used
that term.

Tags are like cat­e­gories except they pick up every­thing we talk
about (when we use them aggres­sive­ly at least, and espe­cial­ly when we
auto­mate them). We don’t nec­es­sar­i­ly know the cat­e­gories that our
poten­tial audi­ence might be search­ing for and tag­i­fy­ing our sites
increas­es our key­word out­reach expo­nen­tial­ly. My per­son­al blog has 239
entries but 3,860 pages accord­ing to Google.
It’s the parsed out and re-packaged con­tent that accounts for all of
this extra vol­ume. This does­n’t increase traf­fic by that near­ly that
much, but last month about 30% of my Google vis­its came from these tag
index­es. More on the mechan­ics of this on my post about the tag­ging.

SEO Myths I: Analyze This

January 22, 2007
· Martin Kelley

Every web design­er under the sun talks about search engine opti­miza­tion (SEO), but it amazes me to see how often basic prin­ci­ples are ignored. I’m in-between jobs right now, which means I’m spend­ing a lot of time look­ing at poten­tial employ­ers’ web­sites. I’ve decid­ed to start a series of posts on SEO myths and real­i­ties that will talk about design­ing for max­i­mum visibility.

I’m not going to focus on any of the under­hand­ed tricks to fool search engines into list­ing an inap­pro­pri­ate page. Google hates this kind of tac­tic and so do I. You get vis­its for hav­ing good con­tent. Good search rank­ings are based on good con­tent and the best way to boost your con­tent is to present your page in a way that lets both humans and search engines find the con­tent they want. Part one is on web­site analy­sis and tracking.

Don’t assume that your web­site is easy to nav­i­gate. One of the neat­est things about the web is that we have instant feed­back on use. With just a lit­tle track­ing we can see what pages peo­ple are look­ing at, how they’re find­ing our site and what they’re doing once they’re here.

Javascript Trackers:

My most advanced sites are cur­rent­ly using four dif­fer­ent track­ing meth­ods. Most uti­lize javascript “bugs,” tiny snip­pets of code that send indi­vid­ual results to an advanced soft­ware track­ing sys­tem. I put the code inside a Move­able Type “Mod­ules Tem­plate” which is auto­mat­i­cal­ly import­ed to all pages. Installing a new sys­tem is as easy as cutting-and-pasting the javascript into the Tem­plate and rebuild­ing the site.

  • AXS Vis­i­tors Track­ing System
    This soft­ware installs on your serv­er but don’t let that scare you: this is one of the eas­i­est instal­la­tions I’ve ever seen. AXS gives you great charts of usage: you can nar­row it spe­cif­ic pages on your site, or even par­tic­u­lar search engines or search phrases.
    There’s also a option to view the lastest traf­fic by vis­i­tor. I love watch­ing this! You can see how indi­vid­u­als are using the site and where they’re nav­i­gat­ing. I’ve been able to iden­ti­fy dif­fer­ent types of vis­i­tors this way and under­stand the com­plex­i­ty of the audience.
    It does­n’t seem like AXS is not being devel­oped any­more. The lat­est sta­ble ver­sion came out over two years go, which is a shame.

  • Hit­Tail
    This ser­vice watch­es search-engine links and makes rec­om­men­da­tions for new key­words. I wrote about this ser­vice yes­ter­day in Blog­ging for the Long Tail.

  • Reeferss​.com
    This is a sim­ple sim­ple bit of soft­ware. Like every oth­er track­ing sys­tem it keeps track of refer­rers: search engines and web­sites that bring traf­fic to your site. But unlike the oth­ers that’s all it does. Why care then? It pro­vides a real-time RSS feed of these vis­i­tors. I bring the feed into my “Netvibes” page (a cus­tomized start page, see below) and scan the results mul­ti­ple times a day.

  • Google Ana­lyt­ics
    The inter­net’s gate­keep­er bought the Urchin ana­lyt­ics com­pa­ny in April 2005 and relaunched the prod­uct as Google Ana­lyt­ics short­ly there­after. This is becom­ing an essen­tial track­er. It’s free and it’s pow­er­ful, though I haven’t been as impressed by it as oth­ers have. See its Wiki page for more.

Internet Trackers:

It’s easy to find out what peo­ple are say­ing about you online.

  • Tech­no­rati
    This ser­vice tracks blogs but you don’t need to have a blog to use it, for Tech­no­rati will tell you where blogs are link­ing. Give it your URLs (or those of your com­peti­tors!) and you’ll know when­ev­er a blog­ger puts in a link to you. You can also give it key­words and find out when a blog uses them.

  • Google Blog Search
    Google can also let you fol­low blog ref­er­ences or key­word men­tions on the blogs. Google will also track beyond blogs of course. Type “site:www.yourdomain.com” into the main Google search page and you’ll see who’s link­ing to your site (or to the com­pe­ti­tion). There are lots of oth­er ser­vices that track blogs and men­tions – Sphere, Blog­lines, etc. They all have dif­fer­ent strengths so try them and see what you think.

  • Feed­burn­er
    The best RSS mas­sager has always focused on ways to track your RSS feed. They’ve recent­ly intro­duced page track­ing soft­ware too. It looks great but I just installed it this week. I still have to see if it’s as good as Feed­burn­er’s oth­er offerings.

Keeping on top of this flow of data:

It’s easy to get over­whelmed by all of this infor­ma­tion. Most of the track­ing ser­vices pro­vide RSS feeds (See The Won­ders of RSS Feeds for an intro). I use Netvibes, a cus­tomized start page, to pull these all togeth­er into a sin­gle page that I can scan every morn­ing. Here’s a screen­shot of part of my Netvibes track­ing page – the full page cur­rent­ly shows four­teen track­ing feeds on one screen:

So why is tracking important to SEO?

With track­ing you find out what peo­ple are look­ing for on the inter­net. This helps you cre­ate pages and ser­vices that peo­ple will want to find. You might be sur­prised to see what they’re already find­ing on your site. Some examples:

  • Ana­lyz­ing one site, I noticed that few pages I thought were obscure were bring­ing in high Google traf­fic. I looked at these pages again and real­ized they did a good job of describ­ing the com­pa­ny’s mis­sion. I con­se­quent­ly redesigned the site home­page to fea­ture them and I made sure that those pages con­tained direct links to its most impor­tant services.

  • When I start­ed work for anoth­er client I looked at their site and sus­pect­ed that they’re most impor­tant arti­cles were not being seen – vis­i­tors had to click through about four times to get to them. Six months of track­ing con­firmed my hunch and gave me the hard data to con­vince the exec­u­tive direc­tor that we made some small mod­i­fi­ca­tions to the design. Hav­ing this strong con­tent linked right off the home­page helped bring in Google traffic.