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Is Your Website Search Engine “Friendly” (Part II)

In Part I of this series I laid out the concept of Search Engine Friendliness and gave you a couple of simple questions whose answers will help you get started with this topic.

Today I’ll explore 2 more questions for you or your developer to dig a little deeper.

Question 3 – Do You Have a Sitemap?

There are two kinds of sitemaps: the kind humans use and the kind that search engines use.  In both cases they are designed to identify all the pages of your website and make sure they all are accessible.  (Think of a directory at a shopping mall and you get the idea.)

The kind I’m talking about in this post, however, is the kind employed by search engines.  This type of sitemap is known as an “XML” sitemap (XML stands for eXtensible Markup Language, but that really is irrelevant to the discussion).  If you wonder whether you have one, the easiest thing to do is to enter your website address and then follow it with /sitemap.xml.  This is the conventional location for a sitemap.  Take a look at the sitemap for this website, for example:

http://www.horizonwebmarketing.com/sitemap.xml

Go ahead and navigate to that link and you’ll be able to see that it’s not very useful to humans.  Search engines, on the other hand, know exactly what to do with it.

What if you don’t have a sitemap in that location?  The most likely reason is that your developer did not set up either a sitemap or a program that automatically generates a sitemap.

You can generate your own sitemap by going to the resource we used last week to test whether spiders can crawl your website, http://www.xml-sitemaps.com/.  Go back to that site and let them guide you through the process (see screen capture below).  One word of caution however: if you use this method you’ll have to remember to re-generate the sitemap anytime you make a significant change to your site.

 

screen shot of xml sitemap generator

 

Or, if you have a Content Management System (such as WordPress, Joomla, Drupal) you should be able install a plugin or add-on that will generate a sitemap automatically anytime you make changes to the pages of your site.  This latter option is definitely preferred, since you don’t have to remember to update your sitemap manually.

Question 4 – Are Your URLs Search Engine Friendly?

A URL is the unique identifier to any given page on your website.  Search engines think in terms of URLs.  At the same time, URLs often are created by programmers to make pages display content based on a set of criteria.  For example, a typical Google search result page URL might look like this:

 google.com/search?q=site%3Ahobbfarms.com&oq=site%3Ahobbyfarms.com&aqs=chrome..69i57j69i58.4935j0j4&sourceid=chrome&espv=210&es_sm=122&ie=UTF-8#es_sm=122&espv=210&q=site:hobbfarms.com&start=110

Even though Google uses URLs like this, their robots, which constantly crawl the web, aren’t crazy about such a convoluted URL, and they would likely shy away from crawling pages with addresses like this.

More commonly, many people who set up WordPress blogs will let WordPress use a default configuration that is a simpler version of the same principle.  The following is a screen capture of a WordPress site displaying two different URLs.  The top one is the default WordPress URL, and the bottom one is a “search engine friendly” URL.

screen capture showing search engine friendly URLs

 

If you have search engine unfriendly URLs you’ll be able to tell just by browsing some of your pages and looking for addresses that carry characters like these:

& # ! % ; ?

If you see a bunch of these types of special characters in your website pages, better have a chat with the developer and see if you can convert those URLs to something that will be more friendly.  In WordPress this is fairly easy.  Just navigate to the Permalinks section and set it up as you can see in this last screen shot:

screen capture showing search engine friendly settings in WordPress Permalinks

 

In our next and final installment dealing with Search Engine friendliness I’ll be discussing two very common mistakes that many businesses make that render their sites far less welcoming to Google and Bing than they could be.

 

 

 

SEO or Web Marketing? Is There a Difference?

Otherwise Known as “What’s in a Name”?

Indian Guru ponders SEO and Web MarketingAfter long hours of contemplation and meditation, discussion, disputation, and argumentation, and finally after consulting a guru in a lonely cave in India, we decided on a new name for our business.  We are now “Horizon Web Marketing.”  Whenever a business takes the risk of re-labeling themselves, a hundred different conflicting priorities emerge.  As well as alternate choices.

As a company, we are heavily focused on SEO, or Search Engine Optimization (if you’d like a brief introduction to SEO, check out this video and transcript).  So the obvious question might be, why not “Horizon SEO”?

The Limitations of the Term “SEO”

This is what opens up the philosophical discussion of where Internet is taking today’s business marketplace.  Obviously search engines (read “Google”) have had a key role in driving Internet traffic and dollars, so it’s no wonder that the process of optimizing a site for better visibility in search engines has become a popular, controversial, and hotly contested profession.  However increasingly it’s obvious that the term SEO, while still very valid, is a bit too limiting to describe what we need to do for our clients.

Instead of making this blog post overly long, I’d like to take a look at just one example that we were discussing around the digital water cooler today (in other words in a Skype conference call): the complementary areas of usability design and search engine optimization.

Relevancy, Authority, and now Engagement

Increasingly Google, and no doubt Bing as well, is not just looking at things like authority and relevancy in determining how much or little they want to push your site up in the search engine results pages (SERPS).  In addition, Google is looking at the quality of the content on the site.  And in their quest to better identify the “quality” websites in a set of search results and favor them, Google will look at metrics that express “engagement,” which is basically how engaged a typical site visitor is with your website.

This brings us to usability.  Your site might be highly relevant to a search term, but filled with pages and pages of densely packed and confusingly organized text.  If this is the case the fact that your page is relevant to the visitors search will mean little, because they might click away, screaming, when they see your encyclopedic content.

Or if a visitor comes to your site and can’t see the point, can’t take action, can’t wait for the page to load, or experiences any other engagement killers, you’ve lost them.  This will then, in theory, disfavor your site in the eyes of Google.

Web Marketing: the Correct Paradigm

Therefore, (and I am getting to the point now, really) when we work with a client we can’t just focus on traditional SEO techniques, we also have to work with our clients on non-SEO factors such as usability.  It seems like the best way to describe the broad spectrum of what we do for a client as “Web Marketing.”  Thus was decided our naming question.  Well, that along with a coin toss by the Indian guru.