SearchCap: Google local business edits, AMP powered featured snippets & Bing Ads bid adjustments

Below is what happened in search today, as reported on and from other places across the web. The post SearchCap: Google local business edits, AMP powered featured snippets & Bing Ads bid adjustments appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


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3 Successful Ways to Promote Your Business on Social Media

Looking for new ways to put your brand in front of social media users? Wondering what’s working for others? It’s possible to keep your social posts focused on your brand and avoid seeming self-centered and overly promotional. In this article, you’ll discover three ways to talk about your brand on social more often without turning […]

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– Your Guide to the Social Media Jungle

How to Perform a Basic Local Business Competitive Audit

Posted by MiriamEllis

“Why are those folks outranking me in Google’s local pack?”

If you or a client is asking this question, the answer lies in competitive analysis. You’ve got to stack Business A up against Business B to identify the strengths and weaknesses of both competitors, and then make an educated guess as to which factors Google is weighting most in the results for a specific search term.

Today, I’d like to share a real-world example of a random competitive audit, including a chart that depicts which factors I’ve investigated and explanatory tips and tools for how I came up with the numbers and facts. Also included: a downloadable version of the spreadsheet that you can use for your own company or clients. Your goal with this audit is to identify exactly how one player is winning the game so that you can create a to-do list for any company trying to move up in the rankings. Alternatively, some competitive audits can be defensive, identifying a dominant player’s weaknesses so that they can be corrected to ensure continued high rankings.

It’s my hope that seeing this audit in action will help you better answer the question of why “this person is outranking that person,” and that you may share with our community some analytical tips of your own!

The scenario:

localseoaudit.jpg

Search term: Chinese Restaurant San Rafael

Statistics about San Rafael: A large town of approximately 22 square miles in the San Francisco Bay Area with a population of 58,954 and 15+ Chinese restaurants.

Consistency of results: From 20 miles away to 2000+ miles away, Ping’s Chinese Cuisine outranks Yet Wah Restaurant in Google’s local pack for the search term. We don’t look closer than 20 miles, or proximity of the searcher creates too much diversity.

The challenge: Why is Ping’s Chinese Cuisine outranking Yet Wah Restaurant in Google’s Local Pack for the search term?

The comparison chart

*Where there’s a clear winner, it’s noted in bolded, italicized text.

Basic business information

NAP

Ping’s Chinese Cuisine
248 Northgate Dr.
San Rafael, CA 94903
(415) 492-8808

Yet Wah Restaurant
1238 4th St.
San Rafael, CA 94901
(415) 460-9883

GMB landing page URL

http://pingsnorthgate.com/

http://www.yetwahchinese.com/

Local Pack rank

1

2

Organic rank

17

5

Organic rank among business-owned sites
*Remove directories and review platforms from the equation, as they typically shouldn’t be viewed as direct competitors

8

1

Business model eligible for GMB listing at this address?
*Check Google’s Guidelines if unsure: https://support.google.com/business/answer/3038177…

Yes

Yes

Oddities

Note that Ping’s has redirected pingschinesecuisine.com to pingsnorthgate.com. Ping’s also has a www and non-www version of pingsnorthgate.com.

A 2nd website for same business at same location with same phone number: http://yetwahsanrafael.com/. This website is ranking directly below the authoritative (GMB-linked) website for this business in organic SERP for the search in question.

Business listings

GMB review count

32

38

GMB review rating

4.1

3.8

Most recent GMB review
*Sort GMB reviews by “most recent” filter

1 week ago

1 month ago

Proper GMB categories?

Yes

Yes

Estimated age of GMB listing
*Estimated by date of oldest reviews and photos, but can only be seen as an estimate

At least 2 years old

At least 6 years old

Moz Local score (completeness + accuracy + lack of duplicates)
*Tool: https://moz.com/local/search

49%

75%

Moz Local duplicate findings
*Tool: https://moz.com/local/search

0

1 (Facebook)

Keywords in GMB name

chinese

restaurant

Keywords in GMB website landing page title tag

Nothing at all. Just “home page”

Yes

Spam in GMB title
*Look at GMB photos, Google Streetview, and the website to check for inconsistencies

No

Yes: “restaurant” not in website logo or street level signage

Hours and photos on GMB?

Yes

Yes

Proximity to city centroid
*Look up city by name in Google Maps and see where it places the name of the city on the map. That’s the city “centroid.” Get driving directions from the business to an address located in the centroid.

3.5 miles

410.1 feet

Proximity to nearest competitor
*Zoom in on Google map to surface as many adjacent competitors as possible. Can be a Possum factor in some cases.

1.1 mile

0.2 miles

Within Google Maps boundaries?
*Look up city by name in Google Maps and note the pink border via which Google designates that city’s boundaries

Yes

Yes

Website

Age of domain
*Tool: http://smallseotools.com/domain-age-checker/

March 2013

August 2011

Domain Authority
*Tool: https://moz.com/products/pro/seo-toolbar

16

8

GMB Landing Page Authority
*Tool: https://moz.com/products/pro/seo-toolbar

30

21

Links to domain
*Tool: https://moz.com/researchtools/ose/

53

2

DA/PA of most authoritative link earned
*Tool: https://moz.com/researchtools/ose/

72/32

38/16

Evaluation of website content

*This is a first-pass, visual gut check, just reading through the top-level pages of the website to see how they strike you in terms of quality.

Extremely thin, just adequate to identify restaurant. At least has menu on own site. Of the 2 sites, this one has the most total text, by virtue of a sentence on the homepage and menus in real text.

Extremely thin, almost zero text on homepage, menu link goes to another website.

Evaluation of website design

Outdated

Outdated, mostly images

Evaluation of website UX

Can be navigated, but few directives or CTAs

Can be navigated, but few directives or CTAs

Mobile-friendly
*Tool: https://search.google.com/test/mobile-friendly

Basic mobile design, but Google’s mobile-friendly test tool says both www and non-www cannot be reached because it’s unavailable or blocked by robots txt. They have disallowed scripts, photos, Flash, images, and plugins. This needs to be further investigated and resolved. Mobile site URL is http://pingsnorthgate.com/#2962. Both this URL and the other domains are failing Google’s test.

Basic mobile design passes Google’s mobile-friendly test

Evaluation of overall onsite SEO
*A first-pass visual look at the page code of top level pages, checking for titles, descriptions, header tags, schema, + the presence of problems like Flash.

Pretty much no optimization

Minimal, indeed, but a little bit of effort made. Some title tags, some schema, some header tags.

HTML NAP on website?

Yes

Yes

Website NAP matches GMB NAP?

No (Northgate One instead of Northgate Drive)

Yes

Total number of wins: Ping’s 7, Yet Wah 9.

Download your own version of my competitive audit spreadsheet by making a copy of the file.

Takeaways from the comparison chart

Yet Wah significantly outranks Ping’s in the organic results, but is being beaten by them in the Local Pack. Looking at the organic factors, we see evidence that, despite the fact that Ping’s has greater DA, greater PA of the GMB landing page, more links, and stronger links, they are not outranking Yet Wah organically. This is something of a surprise that leads us to look at their content and on-page SEO.

While Ping’s has slightly better text content on their website, they have almost done almost zero optimization work, their URLs have canonical issues, and their robots.txt isn’t properly configured. Yet Wah has almost no on-site content, but they have modestly optimized their title tags, implemented H tags and some schema, and their site passes Google’s mobile-friendly test.

So, our theory regarding Yet Wah’s superior organic ranking is that, in this particular case, Yet Wah’s moderate efforts with on-page SEO have managed to beat out Ping’s superior DA/PA/link metrics. Yet Wah’s website is also a couple of years older than Ping’s.

All that being said, Yet Wah’s organic win is failing to translate into a local win for them. How can we explain Ping’s local win? Ping’s has a slightly higher overall review rating, higher DA and GMB landing page PA, more total links, and higher authority links. They also have slightly more text content on their website, even if it’s not optimized.

So, our theory regarding Ping’s superior local rank is that, in this particular case, website authority/links appear to be winning the day for Ping’s. And the basic website text they have could possibly be contributing, despite lack of optimization.

In sum, basic on-page SEO appears to be contributing to Yet Wah’s organic win, while DA/PA/links appear to be contributing to Ping’s local win.

Things that bother me

I chose this competitive scenario at random, because when I took an initial look at the local and organic rankings, they bothered me a little. I would have expected Yet Wah to be first in the local pack if they were first in organic. I see local and organic rankings correlate strongly so much of the time, that this case seemed odd to me.

By the end of the audit, I’ve come up with a working theory, but I’m not 100% satisfied with it. It makes me ask questions like:

  • Is Ping’s better local rank stemming from some hidden factor no one knows about?
  • In this particular case, why is Google appearing to value Ping’s links more that Yet Wah’s on-page SEO in determining local rank? Would I see this same trend across the board if I analyzed 1,000 restaurants? The industry says links are huge in local SEO right now. I guess we’re seeing proof of that here.
  • Why isn’t Google weighting Yet Wah’s superior citation set more than they apparently are? Ping’s citations are in bad shape. I’ve seen citation health play a much greater apparent role in other audits, but something feels weird here.
  • Why isn’t Google “punishing” Yet Wah in the organic results for that second website with duplicate NAP on it? That seems like it should matter.
  • Why isn’t age factoring in more here? My inspection shows that Yet Wah’s domain and GMB listing are significantly older. This could be moving the organic needle for them, but it’s not moving the local one.
  • Could user behavior be making Ping’s the local winner? This is a huge open question at the end of my basic audit.* See below.

*I don’t have access to either restaurant’s Google Analytics, GMB Insights, or Google Search Console accounts, so perhaps that would turn up penalties, traffic patterns, or things like superior clicks-to-call, clicks-for-directions, or clicks-to-website that would make Ping’s local win easier to explain. If one of these restaurants were your client, you’d want to add chart rows for these things based on full access to the brand’s accounts and tools, and whatever data your tools can access about the competitor. For example, using a tool like SimilarWeb, I see that between May and June of this year, YetWah’s traffic rose from an average 150 monthly visits up to a peak of 500, while Ping’s saw a drop from 700 to 350 visits in that same period. Also, in a scenario in which one or both parties have a large or complex link profile, you might want additional rows for link metrics, taken from tools like Moz Pro, Ahrefs, or Majestic.

In this case, Ping’s has 7 total wins in my chart and Yet Wah has 9. The best I can do is look at which factors each business is winning at to try to identify a pattern of what Google is weighting most, both organically and locally. With both restaurants being so basic in their marketing, and with neither one absolutely running away with the game, what we have here is a close race. While I’d love to be able to declare a totally obvious winner, the best I could do as a consultant, in this case, would be to draw up a plan of defense or offense.

If my client were Ping’s:

Ping’s needs to defend its #1 local ranking if it doesn’t want to lose it. Its greatest weaknesses which must be resolved are:

  • The absence of on-page SEO
  • Thin content
  • Robots.txt issues

To remain strong, Ping’s should also work on:

  • Improving citation health
  • Directing the non-www version of their site to the www one
  • A professional site redesign could possibly improve conversions

Ping’s should accomplish these things to defend its current local rank and to try to move up organically.

If my client were Yet Wah:

Yet Wah needs to try to achieve victory over Ping’s in the local packs, as it has done in the organic results. To do that, Yet Wah should:

  • Earn links to the GMB landing page URL and the domain
  • Create strong text content on its high-level pages, including putting a complete dining menu in real text on the website
  • Deal with the second website featuring duplicate NAP

Yet Wah should also:

  • Complete work on its citation health
  • Work hard to get some new 5-star reviews by delighting customers with something special
  • Consider adding the word “Restaurant” to their signage, so that they can’t be reported for spamming the GMB name field.
  • Consider a professional redesign of the website to improve conversions

Yet Wah should accomplish these things in an effort to surpass Ping’s.

And, with either client being mine, I’d then be taking a second pass to further investigate anything problematic that came up in the initial audit, so that I could make further technical or creative suggestions.

Big geo-industry picture analysis

Given that no competitor for this particular search term has been able to beat out Ping’s or Yet Wah in the local pack, and given the minimal efforts these two brands have thus far made, there’s a tremendous chance for any Chinese restaurant in San Rafael to become the dominant player. Any competitor that dedicates itself to running on all cylinders (professional, optimized website with great content, a healthy link profile, a competitive number of high-star reviews, healthy citations, etc.) could definitely surpass all other contestants. This is not a tough market and there are no players who can’t be bested.

My sample case has been, as I’ve said, a close race. You may be facing an audit where there are deeply entrenched dominant players whose statistics far surpass those of a business you’re hoping to assist. But the basic process is the same:

  1. Look at the top-ranking business.
  2. Fill out the chart (adding any other fields you feel are important).
  3. Then discover the strengths of the dominant company, as well as its potential weaknesses.
  4. Contrast these findings with those you’ve charted for the company you’re helping and you’ll be able to form a plan for improvement.

And don’t forget the user proximity factor. Any company’s most adjacent customers will see pack results that vary either slightly or significantly from what a user sees from 20, 50, or 1,000 miles away. In my specific study, it happened to be the third result in the pack that went haywire once a user got 50 miles away, while the top two remained dominant and statically ranked for searchers as far away as the East Coast.

Because of this phenomenon of distance, it’s vital for business owners to be educated about the fact that they are serving two user groups: one that is located in the neighborhood or city of the business, and another that could be anywhere in the country or the world. This doesn’t just matter for destinations like hotels or public amusements. In California (a big state), Internet users on a road trip from Palm Springs may be looking to end their 500-mile drive at a Chinese restaurant in San Rafael, so you can’t just think hyper-locally; you’ve got to see the bigger local picture. And you’ve got to do the analysis to find ways of winning as often as you can with both consumer groups.

You take it from here, auditor!

My local competitive audit chart is a basic one, looking at 30+ factors. What would you add? How would you improve it? Did I miss a GMB duplicate listing, or review spam? What’s working best for your agency in doing local audits these days? Do you use a chart, or just provide a high-level text summary of your internal findings? And, if you have any further theories as to how Ping’s is winning the local pack, I’d love for you to share them in the comments.

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Facebook for Business: The Ultimate Facebook Marketing Guide

If you’re new to Facebook business options or want to add something new to your current Facebook marketing plan, this page is for you. Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use Facebook pages, profiles, groups, ads, Live video, analysis, contests, and more for business. Put My Business on Facebook […]

This post Facebook for Business: The Ultimate Facebook Marketing Guide first appeared on .
– Your Guide to the Social Media Jungle

How to Use Facebook Groups for Business: A Guide for Marketers

Want to use a Facebook group for business? Wondering how to promote your products and services in Facebook groups? Whether you create a Facebook group or join one managed by someone else, you can use groups to position yourself, find new customers, and more. In this article, you’ll discover how to use Facebook groups to […]

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– Your Guide to the Social Media Jungle

11 Content Marketing Tips to Build Your B2B Business

As the father of an 8-year-old boy, most of my disposable income is tied up in little plastic bricks. In my house, you’ll find thousands of them in bins, several elaborate sets on display, and a distressing number of the (razor-sharp) things underfoot.

I’m not complaining, really. I have as much fun building with them as he does. And as a marketer, having Lego around is a good reminder of the value of content marketing. Great content can drive marketing goals while providing something of real value to its target audience: The Lego Movie was a 90-minute commercial for Lego, but it was also entertaining and heartfelt. I laughed, I cried, I bought $ 100 worth of tie-in toys… everybody won.

Your B2B offering may not have that Lego coolness factor. The Industrial Turbine Movie is unlikely to score with critics or with audiences. But content can still help you build your business.

If you’re just getting started with content marketing, start with this guide to content marketing strategy. Then use the following tips as an advanced class to make your content even more valuable to your audience. And, most importantly, to connect that audience to your business goals.

10 Content Marketing Tips to Build Your B2B Business

#1: Find the Intersection of Brand Expertise and Customer Needs

The Venn diagram of what your brand wants to talk about and what your customers want to learn about is never going to be a perfect circle.

The value lies in the overlap of your brand’s knowledge and your customer’s questions. It doesn’t help anyone to write informed content on an irrelevant topic, or uninformed content on a relevant one. Find out where your Venn diagram overlaps and start there. Then add a unique angle—something your brand is uniquely qualified to bring to the table.

#2: Help Prospects Succeed at Their Jobs

Note that you’re not just addressing the intersection of your company’s solution and customers’ needs. If your only helpful advice is, “Buy our product, here’s how it solves your problem,” you’re not really serving the audience.

B2B marketers frequently hear, “This content doesn’t address our product’s features, so it’s not relevant.” But anything that helps your potential buyer do his or her job better is acutely relevant. Helpful content builds brand recognition, establishes trust, and leads to loyalty when it’s time to make a purchase.

#3: Start with a Single Channel

In his book Content, Inc., Joe Pulizzi suggests focusing on just one channel for publishing your content. Create a repository of content on your owned real estate, using organic and paid social to drive traffic back to your home turf. The end goal should be creating a destination for visitors, who can become subscribers and eventually customers.

#4: Beef up Your Core Content

Before you start filling out your editorial calendar, make sure your site has a bare minimum of useful static content. The most compelling, viral blog post can’t get business results if your site lacks some of these basic building blocks:

  • An “About” page with your company’s philosophy and mission statement
  • A product page that explains exactly what your offering is and does.
  • A differentiator page explaining why your offering is unique.

#5: Encourage C-Suite Thought Leadership

Make sure there is a variety of voices in your content. That means tapping internal subject matter experts, certainly. But it’s also worth encouraging executives to contribute to content as well. Your C-suite is influential both in your organization and in your industry. Help them see the real business value of thought leadership content in building an audience, accelerating sales cycles, and lifting brand recognition.

 

#6: Collaborate with Influencers (and Prospects)

We’re pretty sold on influencer marketing at TopRank Marketing, for at least a dozen reasons. Influencer co-created content helps you reach a wider audience, boosts your credibility, and helps build mutually beneficial influencer relationships, for starters.

Start seeing your prospects as influencers, too. The next time you’re creating an influencer asset, look to people working at your most valuable target companies. Promote their content, make contact, and ask them to share their expertise. Working together to make something cool is a great way to start a relationship.

#7: Set a Cadence of Quality

How often should you publish content? As often as you can without sacrificing quality. If you can publish in-depth, supremely useful, world-beating content every day, go for it. But it’s better to post one great piece of content a week than 7 mediocre ones.

Set a cadence you will be sure to keep up with, and publish regularly to get your audience in the habit of visiting your site.

 

#8: Plan a Full-Funnel Content Mix

It’s easy to focus on bottom-of-funnel content—the ultra-specific stuff designed to lead directly to a purchase decision—because that content is perceived as having the greatest effect on the bottom line. But if all your content is at the bottom of the funnel, you don’t have a funnel.

Plan to cultivate a healthy content balance that addresses every stage of your buyer’s journey. That means more top-of-funnel than bottom-of-funnel content, and middle-funnel content that connects research to purchase intent.

 

#9: Create a Variety of Content Types

Nothing against the venerable white paper, that staple of B2B content marketing, but modern buyers are looking for a little more variety. Spice up your content mix with infographics, short video, SlideShare presentations—anything that adds visual interest can make your content stand out from the crowd.

When your content plan has diversity in content type, funnel stage, and authorial voice, you’ll be far better equipped to make your site a destination for readers.

 

#10: Include Logical Next Steps

Building a business with content is all about laying out a journey your customer can take. Their path may loop, move backwards, or leap forward, but each piece of content should clearly point them to the next destination. Every asset should have at least one call to action, whether it’s to read a piece of content further down the funnel, download an asset, subscribe, or schedule a demo.

 

#11: Gate Assets Sparingly

A gated eBook is most B2B marketers’ go-to lead capture tool. It’s a fine tactic, and one that we regularly employ to great success. It’s important, though, to make sure you have a healthy portion of ungated content. And it’s vital that your gated content provide value that’s worth the customer giving up their contact information.

For the most part, save your gated content for middle and bottom-of-funnel content. Keep the content highly specific and targeted at those most ready to purchase, and you can pre-qualify your leads. Gating top-of-funnel content can lead to either a high influx of low-quality leads, or (more likely) precious few people making the conversion at all.

Lego of Your Fear and Start Creating Great Content

You don’t have to be a billion-dollar toy corporation to create content that moves people to take action. With these tips in mind, you can develop a relevant, dynamic, compelling content marketing mix. Superlative content gets results, whether you’re selling little plastic bricks or million-dollar cloud software solutions.

Need help building your content empire? Learn more about TopRank Marketing’s content marketing services.


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The post 11 Content Marketing Tips to Build Your B2B Business appeared first on Online Marketing Blog – TopRank®.


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Realigning Your SEO Strategy When Business Needs Change

Posted by Royh

Working as an SEO, it’s crucial that you’re ready to embrace changes in the SEO landscape, keep your finger on the pulse of Google’s updates, integrate and evaluate changes through on-site and off-site testing, build outreach campaigns, and all the other required tasks we love so much.

Implementing all of this successfully, though, is easier said than done. How exactly can you make sure that you’re focusing on quality traffic? And how do you even know that this traffic will help your brand grow? In this blog post, I’m going to show you how to pivot your SEO strategy according to the business’ needs.

1. Align your SEO strategy with the business strategy

SimilarWeb, the company I work for, decided to change their go-to-market strategy. Instead of targeting their current audience, their new vision was to target their enterprise audience.

This meant that, instead of targeting a broad audience, the goal is now a specific audience — complete with higher competition and less volume. In other words, it’s quality vs. quantity.

Thus, because our SEO efforts will now be focused on targeting those enterprise users, I need to adjust our SEO strategy accordingly to achieve the required conversions.

2. Work with the strategy/product marketing manager in your organization

Working closely with the product manager will help you generate a list of action items that need to be evaluated to better understand your organization’s long-term goals. Ideally, you should be concentrating on driving factors such as the vision of your company, the competitive landscape, the targeted audience, etc.

In particular, you should focus your marketing energy on researching and analyzing a few different things:

  • Geo – Understand which countries and languages are the most valuable to the product. This can be determined by analyzing the amount of sales, leads, and revenue potential.
  • Industries – The second step will be to define which industries you should focus on; it can be any industry, from e-commerce to insurance and beyond.
  • Audience/persona – Drill deep down into the marketplace to discover who your target audience is and exactly what it is they’re looking for.
  • Come up with a list of keyword groups/themes that you would like to target.
  • Update your knowledge of your competitors, and build a new competitive intelligence report that will not only include your main competitors, but also industry content leaders. This will offer new ideas and help you develop new strategies; there’s a great post by Aleyda about competitive analysis workflows that can help you develop your own.

3. Build new keyword research

After you’ve gathered all this information and you’re aligned with the new strategy of the company, it’s time to come up with a new keyword research strategy.

I would recommend starting with your updated list of competitors. Analyze how much traffic they’re getting and which keywords will be relevant in your new strategy.

My favorite tools for this:

  • SEMrush
  • Moz Keyword Explorer
  • Sistrix
  • SimilarWeb

Here’s example of what that looks like in SimilarWeb Pro; you can see how much traffic the actual websites are getting per keyword, the ratio between organic and paid, the ranking position, and more:

Once you have the list of keywords your competitors are using, it’s vital that you use another keyword tool to generate additional ideas.

Moz Keyword Explorer is my favorite for this; not only does it unearth new angles for your keyword strategies, but it also helps you group these keywords into relevant groups to enhance their accessibility:

Grouping keywords by high lexical similarity

Next, filter all the relevant keywords from the list based on topic, relevancy, and volume.

Segment the keywords based on their probability of getting ranked. In the case of Keyword Explorer, you can do this by analyzing the Opportunity score. Additionally, you can examine the volume of the keywords and see what their current ranking in the SERP is.

Now you have that big, exciting list of keywords organized by groups, volume, and opportunity, it’s time to start keyword mapping to get those keywords into your site pages. Make sure that all your site pages integrate the new keywords into titles, descriptions, H1s, H2s, etc. If you need help with building the keyword/content mapping, you should watch this Whiteboard Friday from Rand.

4. Focus on relevant traffic

In the past, there have been many assumptions made about SEO rankings. The most common assumption: get more traffic to your site and you’ll improve your rankings. However, as I’ll now discuss, good SEO shows us that this is far from the truth.

Improving the quality of your traffic will help improve your rankings

At SimilarWeb, we decided to remove most of the irrelevant traffic to our site (around 40%) from the total SEO traffic.

Here are some reasons that led us to remove low-quality traffic from the index. Irrelevant traffic…

  1. Provides 0% value to the business in terms of leads/sales
  2. Has a high bounce rate
  3. Results in low pageviews per user
  4. Indicates content that’s not relevant to the business. Google’s purpose is to complete the searcher’s task and provide the best result for their query, so if you have content on your site that’s not performing well in terms of ranking, CTR, bounce rate, time on the page, and so on, you should consider rewriting it or removing it from the index.

You can see our own results here, which clearly show a significant increase in all the engagement stats:

  • Bounce rate was reduced by 42%
  • Pageviews per session increased by 34%
  • Time on site increased by 65%

Final thoughts

Changes in a company’s strategy can present a fantastic opportunity for SEO managers to review the current status of their SEO efforts. And, by identifying what is and isn’t working, you’ll arm yourself with the knowledge required to build a new strategy which will attract not just traffic, but relevant users who have a higher probability to convert.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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