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Duplicate content—canonical tags and other fun.
In later chapters I will describe how Google Panda penalized sites with duplicate content.
Unfortunately, many site content management systems will sometimes automatically create multiple
versions of one page.
For example, let’s say your site has a product page on socket wrenches, but because of the system
your site is built on, the exact same page can be accessed from multiple cbs formula review from different areas of
your site:
http://www.yoursite.com/products.aspx?=23213
http://www.yoursite.com/socket-wrenches
http://www.yoursite.com/tool-kits/socket-wrenches
In the search engine’s eyes this is confusing as hell and multiple versions of the page are considered
duplicate content.
To account for this, you should always ensure a special tag is placed on every page in your site,
called the 'rel canonical' tag.
The rel canonical tag indicates the original version of a web page to search engines. By telling
Google the page you consider to be the 'true' version of the page into the tag, you can indicate which
page you want listed in the search results.
Choose the URL providing the most sense to users and the best SEO benefit, this should usually be the
URL that reads like plain English.
Using the earlier socket wrenches example, with the tag below, Google would be more likely to
display the best version of the page in the search engine results.
<link rel="canonical
" href="http://www.yoursite.com/socket-wrenches
"/>
As a general rule, include this tag on every page on your site, shortly before the </head> tag in the
code.Usability—the new SEO explained.
As mentioned in the first chapter, the trust and relevancy of sites has become increasingly important
for Google. Market share for mobile and tablet Internet users skyrocketed to over 29% in 2015—to
keep search a good experience for all users, Google has started to give preference to sites providing
a good user experience for users on all devices. Usability has taken an increased importance in the
SEO industry as a result, as SEO pundits found you can get an advantage by making your site easy to
use.
For example, let’s say a mobile user is searching for late night pizza delivery in Los Angeles. One
local business has a site with a large amount of backlinks but no special support for mobile users, it’s
difficult for the user to navigate around the site because it doesn’t automatically ‘fit’ to the screen, and
the navigation text is small and hard to use on a touch screen.
Another competing local business has low amounts of backlinks, but good support for mobile users.
Its design fits perfectly to the screen and has special navigation for mobile users, making it easy to
get around.
In many cbs formula review , the second site will rank higher than the first, for mobile users. This is just one
example of how usability can have a significant impact on your rankings.
While a term like ‘usability’ can understandably seem a little vague, let’s look at practical steps to
improve your usability and the SEO strength of your site.
1. Make your site accessible for all devices.
Make your site accessible and easy for all users: desktop, mobile and tablet. The simple way to do this
is to make sure your site is responsive, which means it automatically resizes across all devices and
has mobile-friendly navigation for mobile users. Mobile support is covered in more detail in Bonus
Chapter 2 in the Mobile SEO Update section, but you can enter your site into the below tool to quickly
see if Google registers your site as ‘mobile friendly’.
Mobile friendly Test.
https://www.google.com/webmasters/tools/mobile-friendly/
2. Increase your content quality.
Gone are the days of hiring a bunch of writers in India to bulk out the content on your site. It needs to
be proofread and edited, and the more ‘sticky’ you make your content, the better result you will get. If
you provide compelling content, users will spend more time on your site and are less likely to
‘bounce’ back to the search results. Users will also be much more likely to share your content.
Google will see this and give your rankings a boost.
3. Use clean code in your site.
There’s a surprisingly high amount of sites with dodgy code, difficult for both search engines and
Internet browsers to read. If there are HTML code errors in your site, which means, if it hasn’t been
coded according to industry best practices, it’s possible your design will break when your site is
viewed on different browsers, or even worse, confuse search engines when they come along and look
at your site. Run your site through the below tool and ask your web developer to fix any errors.
Web standards validator
https://validator.w3.org/
4. Take it easy on the popups and advertisements.
Sites with spammy and aggressive ads are often ranked poorly in the search results. The SEO gurus
have reached no consensus on the amount of ads leading to a penalty from Google, so use your
common sense. Ensure advertisements don’t overshadow your content and occupy the majority of
screen real estate.
Does your site have slow web hosting, or a bunch of broken links and images? Simple technical
oversights like these contribute to a poor user experience.
Make sure your site is with a reliable web hosting company and doesn’t go down in peak traffic. Even
better, make sure your site is hosted on a server in your local city, and this will make it faster for
local users.
Next up, chase up any 404-errors with your web developer. 404 errors are errors indicating users are
clicking on links in your site and being sent to an empty page. It contributes to a poor user
experience, in Google’s eyes, when we have broken links on a site sending users to error pages.
Fortunately, these errors are easy fixed.
You can find 404 errors on your site by logging into your Google Webmaster Tools account,
clicking on your site, then clicking on ‘Crawl’ and ‘Crawl Errors’. Here you will find a list of 404
errors. If you click on the error and then click ‘Linked From’ you can find the pages with the broken
links. Fix these yourself, or discuss with your web developer. You can usually clear a website of 404
errors quite quickly.
Google Webmaster Tools
https://www.google.com/webmasters/tools/
If you want external tools to speed up improving your site’s usability, I have found these two
resources helpful:
BrowserStack. Free to try, plans start at $29 per month.
https://www.browserstack.com
BrowserStack allows you to test your site on over +700 different browsers at once. You can preview
how your site works on tablets, mobile devices, and all the different browsers such as Chrome,
Firefox, Safari, Internet Explorer, and so on. It’s helpful for making sure it displays correctly across
many different devices.
Try My UI. Free to try, additional test results start at $35.
http://www.trymyui.com
Try My UI provides videos, audio narration, surveys of users going through your site, and reports on
any difficulties they uncover. Usability tests are good for larger projects requiring objective feedback
from normal users. The first test result is free, making Try My UI a good usability test provider to
start with.Readability—SEO for the future.
One of the strongest ranking factors has been flying under the radar, overlooked by many SEO
professionals in their optimization checklists, leaving a golden opportunity for those that know about
it. I’m talking about readability.
Google have been outspoken about readability as an important consideration for webmasters.
Google’s SEO spam king himself, Matt Cutts, has gone on to say that poorly researched and
misspelled content will rank poorly, and clarity should be your focus. And by readability, this means
not just avoiding spelling mistakes, but making your content readable for the widest possible
audience, with simple language and sentence structures.
Flesch readability has since surfaced in the Searchmetrics’ Google ranking factors report, showing a
high correlation between high ranking sites and easy to read content. The Searchmetrics rankings
report discovered that sites appearing in the top-10 showing an average Flesch reading score of 76.00
—content that is fairly easy to read for 13-15 year old students and up.
It makes sense readability is a concern for Google. By encouraging search results to have content
readable to a wide audience, Google maximise their advertising revenues. If Google were to
encourage complicated results that mostly appeal to a smaller demographic, such as post-graduates, it
would lower Google’s general appeal and their market share.
You can achieve an on-page SEO boost, while also increasing your user engagement, by making
your content readable to a wide audience. Run your content through a Flesch readability test. It will
look at your word and sentence usage, and give you a score on how readable it is. Scores between 90-
100 are easily understood by an 11-year old student, 60-70 easily understood by 13- to 15-year old
students, and 0-30 best understood by University graduates. You can use the free tool below, and
should aim for a readability score between 60-100. To improve your score, edit your content to use
fewer words per sentence, and use words with a smaller number of syllables.
Readability Score
Details:
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