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10 Reasons Google Hates Your Transportation
WebsiteAnd What You Can Do About It
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
About Chris Peer
● President / CEO SyncShow● Call Chris to schedule a free
consultation: 440.356.1903 or email your questions to:
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
WELCOME TOCLEVELAND
WE ARE ASTRATEGIC MARKETINGPARTNER SPECIALIZING INB2B TRANSPORTATION, MANUFACTURING & PROFESSIONAL SERVICE COMPANIESCOMMITTED TO GROWTH.
Why Should You Care About Google?
It’s All About Volume
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why You Should Care What Google Thinks
Google’s Slice of the Pie Worldwide
Source: Smart Insights
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why You Should Care What Google Thinks
Google’s Slice of the Pie By Country
Source: statcounter
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why You Should Care What Google Thinks
Google As the Innovator
Source: Moz
500
Number of Times Google Updates Their Algorithm Annually
(*Moz)
Your Website Is TooSlow
REASON 1
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Does Google Care About Speed?
Your Website Is Too Slow
Yes. Google Rates Your Site By Load Speed
Where on the spectrum does your site fall?
This 9-second load example was taken from a typical, mid-sized TRANSPORTATION company.
...worried it might be yours?
https://testmysite.thinkwithgoogle.com/
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why Speed Matters
Your Website Is Too Slow
Google’s Rating On Speed’s Impact On Site QualityWhy does Google care about site load
time?
UX = User Experience
FAST SITE =
POSITIVE USER EXPERIENCE
SLOW SITE =
NEGATIVE USER EXPERIENCE
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why Speed Matters
Your Website Is Too Slow
Google Cares About … Google
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Lorem ipsum dolor sit dolor amet, consectetur
nec adipiscing elit, sed do ipsum eiusmod tempor.
Donec facilisis lacus eget sit nec lorem mauris.
FAST- LOADING
SITE
SLOW- LOADING
SITE
Google Looks Good
Google Looks Bad
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How Do You Solve For This?
Your Website Is Too Slow
Source: SmartInsights
● Image Optimization● Minification of CSS and JS (code reduction)
● Robust Server Platform● Server Location (for international)● Minimize HTTP requests (your web browser needs information to load a page)
● Enable compression● Enable browser caching● Prioritize load elements● Use of a CDN (content delivery network)● Reduce redirects
Your Website Isn’t Mobile Optimized
REASON 2
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Speed Is A Factor, But So Are Other Items...
Your Website Isn’t Mobile Optimized
“...our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site…”
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Globally, Mobile Searches Overtook Desktop 3 Years Ago
Your Website Isn’t Mobile Optimized
Source: comScore, Google
US mobile search took over desktop in 2015
Transportation sites are not yet above the 50%
mark.However, it’s a
fast growing segment.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
It’s More Complicated Than Just Mobile Vs. Desktop
Your Website Isn’t Mobile Optimized
Source: SmartInsights
The switch from desktop to mobile isn’t a 1:1, per say.
It’s more of a multi-device experience, where mobile + desktop searches matter, with desktop-only searches shrinking significantly over time.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Make Your Site Mobile Friendly
Your Website Isn’t Mobile Optimized
No pop-ups
Mobile-Friendly Software
(Accelerated Mobile Pages) New mobile-specific
technologies “Fat Finger” Design
Font SizeMobile-responsive design
NOBODY IS LINKING TO YOUR SITE
REASON 3
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Links Tell Google Who Your Site “Hangs Out” With
Nobody Is Linking To Your Site
“Links help our crawlers find your site and can give your site greater visibility in our search results. ...Google interprets a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves ‘important’ weigh more heavily and help to make other pages ‘important.’”
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why Does Google Care About Who Links To Your Site?
Nobody Is Linking To Your Site
Links Build, Prove Or Destroy Trust
1. Well-regarded sites pass on authority to your site. 2. Poorly regarded websites diminish your site’s authority. 3. No links to your site make your presence seem irrelevant.
Be careful of what company your site keeps.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
What Makes A Good Link?
Nobody Is Linking To Your Site
1. How trustworthy is the site linking to yours?
2. How popular is the page that links to you?
3. How relevant is the site linking to you in relation to yours?
4. What keywords is the site using in the link pointing to your site?
YOUR CONTENT IS “THIN”
REASON 4
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What Is “Thin” Content?
Your Content Is Too Thin
“Thin” content references web pages that have very
little valuable content.
Ideal length varies from page to page, but Google rewards
long-form: 700+ words.
Google’s “Panda” algorithm update (2011) hit hard against sites with
“thin” content.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
What To Do About “Thin” Content
Your Content Is Too Thin
Ask yourself:
● Would my users be upset if this page didn’t exist? No? = Remove the page.
● If the page covers a relevant topic, will your readers find value in its content? No? = Rewrite it to fit the user’s need.
Tip: If you have multiple pages covering the same topic in the same way for the same type of user, consider consolidating the content into fewer pages.
DUPLICATE CONTENT
REASON 5
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What Is Duplicate Content?
Duplicate Content
Google likes unique, well-written content, and they want to know who wrote it first.
Tip: Don’t plagiarize anyone, not even yourself.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Why Is Duplicate Content Such A Big Deal?
Duplicate Content
“... cases in which Google perceives that duplicate content may be shown with intent to manipulate our rankings and deceive our users, we'll also make appropriate adjustments in the indexing and ranking of the sites involved. As a result, the ranking of the site may suffer, or the site might be removed entirely from the Google index, in which case it will no longer appear in search results.”
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
What To Do About Duplicate Content
Duplicate Content
● Rewrite content to be unique and useful
● Remove duplicate pages
● Use coded opportunities to identify the original page(s)
YOUR CONTENT ISN’T OPTIMIZED
REASON 6
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What Is Optimized Website Content?
Your Content Isn’t Optimized
Content Optimization: The act of making your on-page content more relevant to search engines and users.
Tip: Nearly every element on a page can be optimized for search.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
Where To Optimize Your On-Page Content
Your Content Isn’t Optimized
Alt Tag
Title Tag
Header Tag
Internal Linking
Keyword Density
Content Quality
Keyword Placement
Meta Description
Spelling / Grammar
Image File Size
USERS AREN’T ENGAGING WITH YOUR SITE
REASON 7
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What Is “Site Engagement”
Low Site Engagement
● Site engagement is the action visitors take on your website.● High engagement and “dwell time” can mean users are finding
what they want and exploring further.● “Bouncing” visitors - visitors who view your site, and leave right
away without taking action - may be a negative indicator.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
How To Foster Higher Engagement
Low Site Engagement
1. Provide value in content (get them excited about your product/service). Think video.
2. Give a user something to do (make the page interactive)3. Interlink relevant content (not just via navigation)4. Use the right CTAs (learn more, sign up, buy now, download, etc.)
POOR SITE STRUCTURE
REASON 8
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What Is A Site Structure?
Poor Site Structure
Site Structure is the way in which your website is organized. Sometimes called a “hierarchy” or “taxonomy”
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Why Site Structure Matters
Poor Site Structure
● A site structure is like a highway system connecting your content.
● Poor site structures leave users and Google confused.
● Bad structures mean users and Google will abandon your site before they hit the info they need.
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Identifying A Well-Designed Site Structure
Poor Site Structure
● Group topic-related pages● Folder groups lend authority to each other● Pages nearer the homepage should target a wider audience ● Sub-pages are more specific● Unlinked/ungrouped pages are “orphan pages”
ORPHANED PAGES
REASON 9
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Orphaned Pages Can’t Be Found By Google
Orphaned Pages
● An orphan page is a page or section of your site not linked to from the rest of your website.
● Google runs through your website looking for pages to index by following links. No links to a page means it doesn’t exist to Google.
● No matter how optimized an orphan page is, it’s very unlikely Google will find it on its own.
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How To Solve the Problem of Orphaned Pages
Orphaned Pages
Once you identify an orphan page, you have a few options:
● Build a link from the established pages on your website to the standalone page
● Include the page in your sitemap
● Submit the page to Google directly via Search Console
YOUR SITE ISN’T SECURE
REASON 10
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Why Google Wants Your Site To Be Secure
Your Site Isn’t Secure
If people feel unsafe using the internet, that hurts Google’s core business.
Google wants to protect the user, but it also wants to protect itself. Therefore...
“...we're starting to use HTTPS as a ranking
signal.”
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But What If You Don’t Collect Sensitive Information?
Your Site Isn’t Secure
Even if your page doesn’t collect information, Google will still warn users of an non-secure
connection, and you’ll lose out on possible SEO benefits.
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
How To Make Your Site Secure
Your Site Isn’t Secure
● Purchase and install an SSL○ An SSL is what provides the
encryption for your website.
● SSLs can be purchased through your domain provider or on the open market.
● Ensure Google indexes the proper version of your site (https vs http)○ Sitemaps○ 301 Redirects○ Google Search Console
RECAP
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Recap of the 10 Reasons
1. Your site is too slow2. You have duplicate content issues3. Your site isn’t mobile optimized4. Your users aren’t engaging on your site5. You lack quality inbound links6. You have a poor site structure7. Your content is thin8. You have orphan pages9. Your on-page content isn’t optimized for search
10. Your site isn’t secure
1156 Linda Street, Rocky River, OH 44116 | SyncShow -- Confidential Information -- Please do not share the contents of this document | www.syncshow.com
FREE SEO TESTING RESOURCES
The following free website resources are a great place to attain some basic details about your website. For more detailed information regarding a comprehensive SEO strategy, please call Chris Peer at SyncShow: 440.356.1903.
Site speed testing: https://www.pingdom.com/ Site speed testing: http://www.webpagetest.org/ Google page speed insights: https://developers.google.com/speed/pagespeed/insights/ Schema testing tool: https://search.google.com/structured-data/testing-tool/u/0/Structured data markup: https://www.google.com/webmasters/markup-helper/u/0/ Keyword research: https://answerthepublic.com Keyword research: https://neilpatel.com/ubersuggest/ SEO stats chrome plugin: https://chrome.google.com/webstore/detail/open-seo-statsformerly-pa/hbdkkfheckcdppiaiabobmennhijkknn?hl=en Mobile site speed: https://www.thinkwithgoogle.com/feature/mobile/ Website code health: https://validator.w3.org/