When was the last time you checked up on the health of your SEO campaigns? As it nears the year’s end, it is a perfect time to dive into your analytics and campaign history to see which tactics worked well for you in 2011 and where some tender care may be needed for a healthy 2012.
What were some of your concerns today? Let’s diagnose a few here:
Q: I’m not sure if my website is being crawled as frequently as it needs to be. What is a ‘good’ crawl frequency?
A: It is a good sign if you see that Google is crawling your site on a weekly or bi-weekly basis. The best way to check your crawl frequency is to look at your homepage cache. You can also examine how many of your site pages are being indexed on the search engines. This will allow you to see which pages are being recognized by the search crawlers. Search your website on Google or Bing by typing in:
Here, you will be able to identify exactly which pages are being indexed by Google or Bing.
Q: I’m not sure if my current keywords are bringing in quality traffic evenly. How can I tell which keywords are performing best?
A: Dive into your Google Analytics and take a look at your visitor bounce rate. Which keywords are these visitors riding on as they arrive to your site? When are they leaving? Why do you think they are leaving? Visitor abandonment can occur if the keywords your site is ranking on are not relevant or specific enough to your product or offering. Therefore, when searchers click on your site with the expectation that their query will be a good match to your offering, and then find it isn’t what they were looking for, it is time to re-evaluate your keyword selection.
Conduct keyword research by finding out if enough people are searching on your target keyword phrases. What is the average traffic frequency on each keyword? Work to optimize on the keyword phrases that are working best and modify the ones that are performing poorly.
Q: My page titles are really long. Is this something I should fix?
A: On-page optimization checks start with analyzing your page titles. Does your homepage browser page title say “Homepage”? If so, it is time to fix it! A major SEO rule of thumb is to create a keyword-rich page title for each page of your site, especially the homepage. Your homepage should be treated as the face of your business – for your audience and the search engines.
Include keywords at the start of your page title if possible. Use a call-to-action if you can and keep it short. Page titles don’t need to be long to make an impact. Instead, it is actually more effective if you use a brief, clear, keyword-centered title for each page of your site. And remember, page titles affect your click-through rate and are often considered the most important page ranking factor.
Don’t forget to save your seat for our upcoming webinar: Back to SEO Basics: 5 Critical Metrics You Must Measure and Master. Seating will be limited!