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Category Archives: Search Engine Optimization (SEO)

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The Relationship between Website Navigation and SEO

Refining site navigation and structure is so important when it comes to search engine optimization. The idea that you could just put up your web site and never change it has become prehistoric. Today web sites need to revised at least every two years. Not for an aesthetically please purpose but for speed, video, and most importantly search engine rankings. So what does an optimized web site navigation look like? Here’s an example of navigation in its most basic form.

Your home page filters into header tabs, then header tabs filer into subcategories, which are, related to the header tabs. Each of the lower levels supports the higher levels from a linking perspective. The lines are indicative of potential cross-linking relationships, the implementation of which would be assessed on a site-by-site basis.

 

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 Search Engine Optimization and Navigation

 So what are the benefits of an optimized site? By creating straightforward and simplified navigation that access internal pages of a website are beneficial in the following ways:

  • Users are able to navigate the site easier
  • Search engines web site crawlers can easily crawl the site due to simplified navigation
  • Bringing exposure to subcategories within the site
  • Increases web site rankings

The above navigational structure is vital when it comes to users who have no idea the depth and size of your web site. Compared to a brick and mortar store, more than often, the consumer knows how large the store is before they walk in the door. Having a simple and straightforward navigational outline, an user and a search engine like Google will breeze through each component or department after department of your web site without a second thought. The goal here is to the make the user experience effortless. Making it so natural for the user simply allows the user to loose track of time and enjoy the entertainment.

As search engine optimization and usability experts, we often find that a website’s navigation can be simplified. By doing this, and creating a hierarchy of content supporting specific sections, we are improving navigation. But we are also creating a relationship which supports the sites linking, an absolutely critical component of SEO.

Ultimately, refinement of your navigation benefits the amount of pages Google and other search engines can locate on your site, allows you to increase your rankings, enhances your sites usability and improves your bottom-line. When you are creating your navigation, or refining an old one, make sure to take your time. In addition, consider the main keywords you are targeting to determine traffic and hub value. The bottom line is think about the end-user and how their experience on your site makes the most sense to find information. In addition, consider what common themes run through your site. This will allow you to accurately determine the correct paths and which links you would like to promote at the top of your navigation hierarchy.

Links pointing internally from the home page and globally on your website play a large role in your SEO success. Make sure your site makes sense from a usability and keyword traffic perspective and you will be a step ahead of many websites online.

 

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Responsive Websites Rank High on Google SERP

Just when you think your web site is up to date, Google changes its algorithm yet again. This last month’s change has Google’s pack of 7 down to a pack of 3 business web sites on the organic search page listing. In addition, addresses and phone numbers have been removed altogether. As you can see, only three web sites are listed for “medical weight loss Las Vegas” and are supposed to be listed based on proximity and relevance of the search. However, these businesses that are listed are not close to my location nor are they weight loss centers. So what does this mean to business owners?

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Well it actually means more than you might think. It means that for you to be even somewhat competitive, you need to update your web site to increase your chances of being in the top three along with staying on the first page of Google’s organic searches. So how do you increase your chances to be in the top three on the local pack of Google? Here are five recommendations:

  1. Your website address is now more important than your phone number. In the new local pack, the address and phone number are removed from the main search result. Instead, the search results show your store hours, reviews and offers a link to the website and directions. Of course, you can still see the spot on the map where your business is, so address is still important. But it’s interesting to note that they make your website URL prominent and not focus on your other contact info. Make sure that your search listings have a Website URL, and it can’t hurt to make sure your hours are filled in too. Also, it’s extremely important for you to make sure Google has your address listed so you come up to the nearest prospect who is looking for your services.
  2. Google is taking away its emphasis on Google+. Google also removed the links to Google My Business pages. This makes Google+ less relevant, which might be a relief to a lot of people who felt forced into creating a Google+ account. In the meantime, it’s still best to keep up with your Google+ pages while we wait and see what The Big G chooses to do next with their social media service.
  3. It’s going to be even harder for a local business to rank here. While we always want to be as high as possible in search results, now it’s even harder. As you can see on the example above, there is A LOT of local competition in our area for the medical weight loss industry. I would be willing to bet that it’s similar in most other industries. This means that the majority of businesses won’t be listed on the local pack of Google. My prediction is that customers will rely less on this first page as a result. They might get into the habit of expanding the local pack to see all 20 top results, or looking in a different area for local results. People like options! If this happens, businesses will not place such an emphasis on ranking locally. Of course, it could be the exact opposite – competition for that 3 pack could greatly increase. In that situation, only the best, most relevant sites will prevail.
  4. It’s more important than ever to make sure your website is optimized. As you can see, Google is not going to slow down any time soon in aiming to give people the most relevant search result possible. This means that it is extremely important to make sure your website is helpful, mobile-responsive, complete, and relevant.Screen Shot 2015-08-23 at 5.09.04 PM
  5. Adding video on your website increases your rankings on Google’s organic searches. As you can see Unicorn’s YouTube channel is helping it come up in rankings on Google’s search engines. It’s not one or the other for testimonials, we recommend both as some prospects may want to read about other patients’ experiences while others may want to hear it. Giving options to your patients is key to success.  As you can see in the screenshot below Unicorn Medical Weight Loss & MediSpa tops the list on the organic search and it’s YouTube video is #4 on the first page of Google’s organic search engine.

Does your website need an SEO facelift? If you think you need to update your site and boost your organic traffic, click on the image below to learn about our website packages.

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