Website Design Blog and Website Optimisation Blog

Jul 201608

Google Search Console: 6 Things to Keep an Eye On

joel website optimisation

Google Search Console (formerly know as Google Webmaster Tools) is an indispensable tool for site owners who wish to maximise their organic Google traffic. Search Console effectively allows you to view your site through the eyes of the search engine, so you can see which pages Google has indexed, which pages it thinks could be improved, and which potentially problematic errors it has spotted.

There are roughly two dozen different sections within Search Console, some of which deal with fairly complex stuff. For this reason, Search Console can be a little overwhelming when you see it for the first time, particularly if you don't know what phrases like 'structured data' and 'robots.txt' mean.

It's a good idea to learn about each section and check them all on a regular basis. However, if you're just starting out with Search Console and you only want to see the most important pieces of information for now, here are 5 key areas that you should be keeping a close eye on - we recommend checking each of these at least once a week to ensure that your website remains in tip-top condition.

1. Messages

If you only ever look at one part of your Search Console account, make sure it's the Messages window. If anything serious happens in any of the other sections - for example, if there's a sudden influx of crawl errors, or if Google's crawlers are unable to access your site - you'll get a message to notify you about the problem, and this is where you'll find it.

2. HTML Improvements

This part of the Console is all about your website's title tags and meta descriptions. Google will put a note in this section if it spots any of the following issues on your site:

A page's title tag is too long or too short.
A page's meta description is too long or too short.
A page doesn't have a title tag.
Multiple pages have the same title tag and/or meta description (duplication).
A page has a title tag that Google considers 'non-informative'.
Google finds some content on your site that it cannot index.

It's a good idea to stay on top of these issues and fix them as soon as they arise (this is usually a question of simply rewriting the title tag or meta description in question). Good-quality title tags and meta descriptions will benefit you in two ways: firstly, they will encourage people to click on your site when it appears in Google's search results, and secondly, they will help Google itself to identify which term(s) it should list your site for.

3. Mobile Usability

More and more people are using mobile devices to browse the Internet these days, so it's important to make sure that your site is providing a good experience for mobile and tablet users as well as for PC owners. In the Mobile Usability section of your Search Console, Google will flag up any issues that might affect your site's performance on smaller screens (if you have a responsive website design, this section should be clear at all times).

4. Index Status

How many of your website's pages does Google actually have indexed? To discover the answer to this question, simply head to the Index Status section of your Search Console. You'll be presented with a number (e.g. Total indexed: 100), along with a line graph showing how your site's index status has fluctuated over the past 12 months.

If this graph shows a sharp drop, you may need to do some further investigation to find out why. If you've recently removed a lot of pages from your site, then the drop may not be a problem - it could simply mean that Google is no longer indexing all those old URLs that no longer exist. Conversely, it may be that Google has de-indexed large swathes of your site because it decided that a lot of your pages were too similar to one another, in which case you'll need to do some work on your site copy in order to get everything indexed again!

5. Crawl Errors

When Googlebot attempts to crawl one of your pages and something goes wrong, this is where you'll be told about it. Search Console's Crawl Errors section lists:

'Not found' URLs (i.e. URLs on your site that go to 404 error pages)
'Server error' URLs (i.e. URLs on your site that trigger a server error)
Blocked URLs (i.e. URLs on your site that Googlebot is blocked from accessing)
'Soft' 404 errors (i.e. URLs that don't exist, but don't return a 404 error for some reason)

When an old URL shows up in the Crawl Errors section, it often means that there's still a link to it somewhere, even though the page itself has been taken down. You may also see misspelled URLs here if somebody typed your page's URL wrong when they linked to you. This is another section that it's really important to check frequently, especially if you have a large ecommerce website with a large, ever-changing range of products on it - errors can pile up very quickly on sites like these, fast becoming totally unmanageable!

6. Sitemaps

Once of the first things you should do upon logging into Search Console for the first time is head to the Sitemaps tab and submit the URL of your website's sitemap file (e.g. www.example.com/sitemap.xml) to Google. This will help the big G to index all of your pages a little faster. You should also update and resubmit your sitemap file every time you add or remove pages on your website - resubmitting in these cases is a good way of notifying Google that there's something new to see, or that some of the pages they've currently got indexed are no longer in use.

Google may occasionally spot an error in your sitemap file, and if this happens they will notify you in the Sitemaps section. Sitemap errors most commonly occur when you delete a page but forget to remove its URL from your sitemap file. Errors can usually be fixed by simply regenerating the sitemap file and resubmitting it in Search Console.

Need help looking after your website? Struggling to figure out why you're not showing up in Google results? Our search engine optimisation experts can help - get in touch today!

Jun 201629

Could a Mobile-Only Search Index be on the Way?

laura

All roads lead to mobile search - that's certainly been the story for some time in the world of SEO, but it looks like Google could be taking this one step further.

Speaking at SMX, Google's Gary Illyes announced that they were still working on a mobile-only search index, which could mean big changes in the world of SEO if and when the project develops. As things currently stand, there is little difference between the ranking signals used for desktop and mobile searches, which means that there isn't a huge disparity between the search results for desktop and mobile.

To test the validity of this claim, we used Rank Tracker to assess the desktop and mobile search rankings some terms associated with one of our client's sites. We ran searches on 56 terms in total, and found that only 5 of those showed up in the same position on both desktop and mobile. While this would suggest that there is, in fact, already a notable difference in how pages rank for terms on both devices, the lack of diversity in these results helped to support the original claim that mobile and desktop results are not very different at all.

On average, there was only a difference of around 3.5 positions between searches conducted on either device, which proves that while mobile and desktop results are rarely identical, there is also very little chance of them being completely different either. It would be interesting to witness how much a separate index would alter these results, but there's also no denying that it would also be a somewhat daunting prospect from an SEO perspective, if webmasters are attempting to compete in a completely separate set of search results simultaneously.

Of course, we've experienced a similar set of speculations and worries in the lead up to last year's 'Mobbliegeddon', AKA Google's mobile friendly update, which while having some impact, was vastly over-estimated in its ability to alter search results. Despite this, it's clear that if a mobile-only index does become a reality in the next few years, it would almost certainly be capable of altering results far more dramatically than any current or future mobile updates. We're all aware of the fact that mobile search has officially overtaken desktop, and a mobile-only index could be Google's first move towards officially cementing itself as a 'mobile first' service.

Currently, it is almost impossible to assess how this will alter how we implement SEO and adapt websites for mobile, due to the fact that we have no idea how different the ranking signals used for this separate index will be. We also have no idea of how this new index will be set up in analytics and webmasters, and whether or not it will be integrated into the current system, or be kept as a completely new and independent set-up. What we can be sure of, however, is the fact that having a mobile-friendly online presence is becoming increasingly important for businesses and organisations, regardless of how much time and effort they currently spend on SEO.

If Google is planning to prioritise mobile search, this could not only impact the existing requirement to provide a positive user experience on mobile websites, but could spark the need to develop completely new online marketing strategies, which are focused solely on mobile audiences. It may no longer be a case of providing an equally useful and positive result across platforms, but could mean that marketing and SEO for mobile becomes entirely its own territory.

If you'd like to improve your website's performance on mobile devices, or if you require a tailored SEO strategy to help you succeed in the search results, Designer Websites are here to help. Whether you're looking for a professionally designed responsive website, online marketing expertise, or both, get in touch with our team today, either by calling on 01446 339050 or by requesting a free quote.

Jun 201616

Does the Fold Still Matter?

joel website design

The last few years have seen some major changes in the way people consume information online. Most notably, mobile devices are now the most popular means of browsing the Internet, and that's a fact that web designers cannot afford to ignore: if your client's customers would rather shop on their smartphones than on desktop PCs, then you're making a huge mistake by designing primarily for full-size screens.

One big debate that's popped up as a result of the mobile revolution concerns the fold and whether it's still a useful concept for web designers to bear in mind. Today, we're going to take a closer look at this issue and find out if the fold still matters in a world where most people view the internet on mobile devices.

What is the fold?

When you first arrive on a webpage, the fold is the line that separates the stuff you see right away from the stuff you don't see until you scroll down. If content is 'above the fold', it's visible from the moment the page loads; content that's 'below the fold' is not visible until you scroll further down the page.

How do we know where the fold is?

Back when desktop PCs were the only option for people who wanted to surf the web, it was fairly easy to identify whether a given piece of content would be above or below the fold, because you could assume that your website would look more or less the same on every monitor. It's trickier nowadays because internet-capable devices come in all kinds of different shapes and sizes: content that's above the fold on a laptop may be way, way below the fold on a smartphone or tablet.

Unfortunately, it's not even as simple as a desktop/tablet/mobile trichotomy, because different phones and tablets often have vastly different screen sizes (for example, the fold is unlikely to be located in exactly the same place on both an iPhone and a Samsung Galaxy). Shrewd use of responsive web design techniques will ensure that your website looks good and functions well on every device, but this doesn't change the fact that parts of your homepage will be above the fold on some screens and below it on others.

But is this a problem? That's the question we're really here to answer today: should you be worried when a critical piece of content falls below the fold, or has the entire concept of the fold become outdated and irrelevant?

Here's why the fold isn't as important as it used to be

The argument against the fold having any bearing on modern web design hinges primarily on the idea that present-day web users are happy to scroll down in order to find what they're looking for. And when you think about this, it makes sense: smartphone screens are relatively small, and it's rare to see a webpage that fits the entirety of its content into that limited space. When you read a news article on your phone, for example, you often can't see anything beyond the headline until you scroll down a little.

As we mentioned earlier, the majority of Internet use now takes place on mobile devices, and as a result, there's really no reason to be afraid of forcing your users to scroll down any more. Unlike the PC owners of yore who didn't even have mouse wheels, mobile users generally don't mind scrolling to reach the meat of your webpage; in fact, their daily online experiences have arguably conditioned them to expect it. Whether you're scrolling through your Twitter feed, a Spotify playlist, or a list of products on an ecommerce website, it's plain to see that scrolling, not clicking, has become our primary method for interacting with the Internet. Heck, you've probably seen at least one website that consists of just one page and is navigated simply by scrolling through the entire thing.

(If you haven't come across a website like that before, www.tacklestore.net is a good example - note that clicking an option in the header menu simply causes your browser to auto-scroll straight down to the relevant portion of the page.)

So, given that your customers' thumbs will be poised to start scrolling as soon as your website loads, there's no need to worry about the fold at all, right? Even if your Enquire Now > button is buried all the way down at the very bottom of the page, all those hours spent flicking through Facebook posts have left people perfectly content to scroll more or less infinitely, yes?

Well...not necessarily.

Here's why 'above the fold' still matters

While the fold is no longer a Bermuda Triangle-esque vanishing point for user engagement, it's still important to think hard about what's at the very top of your webpage. It's true that most users in this day and age don't mind a spot of scrolling, but you have to give them a reason to scroll or they'll just go away and visit somebody else's site instead. And when Google spots that its users are consistently leaving your website almost as soon as they've arrived, your rankings will disappear faster than the last bacon-wrapped sausage on Christmas Day.

The key here is to think about your website from the perspective of a hypothetical user. Look at your page on a variety of different devices (desktop, mobile and tablet) and ask yourself these two questions:

Is this what the user will be expecting to see? If your website sells laptops, and you're primarily targeting people who want to buy laptops, then the topmost thing on your homepage should NOT be a blog post about how to use Google Docs. It may be a brilliant, insightful read, and it may even be of interest to some of your customers, but the main reason they're on your website is to shop for laptops. Your above-the-fold content should first and foremost aim to welcome users to the page and confirm that they're in the right place.
Are we giving the user a reason to take further action? Reassuring the user that, yes, your website is the one for them is half the battle. The next thing you have to do is encourage them to take action. That doesn't have to mean buying something or telephoning your sales team, at least not right away. But while it's no longer necessary to place your main call-to-action at the top of your page, you at least need to entice the user to go further with their investigation. The first thing users see on your site should be something that makes them want to read more, or click through to view some examples of your work, or follow you on Twitter because you're clearly the greatest wit of your generation. Be sure to bear this in mind when you're thinking about your above-the-fold content.

Examples

Here are a couple of websites that, in our opinion, have managed to get their above-the-fold content just right:

Access Training Academies

www.accesstraininguk.co.uk

This company delivers accredited trade training courses across the UK.

Is this what the user will be expecting to see? Yes - the heading immediately confirms the company's name and gives a rough summary of what they do ("Electrician Courses, Plumbing Courses & More"). Whether the user was specifically looking for Access Training Academies or simply researching potential training providers, the above-the-fold content makes it clear from the off that this site has what they're after.
Does this give the user a reason to take further action? Again, yes - the 'Course Finder' tool makes it easy for budding tradespeople to find the area they're interested in and skip straight to the relevant course(s). The telephone icon that appears in the top-right corner of the page when it's viewed on a mobile device also makes it apparent that customers can contact the company directly if they require any assistance.

Floormaker.co.uk

This is an ecommerce website with a wide variety of flooring products on offer.

Is this what the user will be expecting to see? Almost certainly - there's confirmation that Floormaker is a "flooring supplier" directly under the company's logo, and references to the likes of laminate and solid wood flooring give customers further reassurance that this website is likely to feature the type of product they're after.
Does this give the user a reason to take further action? Yes. Visitors to the Floormaker website are presented with several options right off the bat: browse the laminate or solid wood ranges, use the search bar to find something specific, or use the live chat software to speak with someone who knows what they're talking about. Note also the icons underneath the search bar (free samples, free delivery, 5 star reviews, etc.), which offer the user some very good reasons to stick with Floormaker and investigate the company's website further.

If you'd like a business website that's designed by professionals with a firm grasp of all the latest web design techniques, please call Designer Websites on 01446 339050 or click here to request a quotation.

May 201617

Responsive Ecommerce Website for Pallet Truck & Site Trolley Suppliers

joel ecommerce websites

PalleTrucks-Trolleys.com is a brand new ecommerce website that sells a wide range of materials handling products, including site trolleys, pallet trucks, material lifts and more. The site was designed and developed by the Designer Websites team, and it went live yesterday - please click here to view it.

This project came about because one of our existing clients (a company that offers a huge variety of different products, including heavy lifting equipment, height safety gear and PPE) wanted a separate website that specifically centred on their range of materials handling equipment. The primary purpose of this new website would be to target a broad array of search terms related to pallet trucks, site trolleys, and so forth; while these product ranges are represented on the company's main website, we agreed that a new site with a more concentrated keyword focus would have a much better chance of conquering Google's SERPs.

Our SEO (Search Engine Optimisation) experts performed extensive keyword research to ensure that every page of the PalleTrucks-Trolleys website was targeting the best possible search terms in the proper manner. PalleTrucks-Trolleys.com is a responsive website, meaning that it looks great and functions smoothly on screens of all sizes; this is another important consideration when it comes to search engine optimisation!

Visit PalleTrucks-Trolleys.com to see the results of our hard work, or click here to request a quotation for your own ecommerce website.

May 201604

Infusionsoft: Custom Website Integration

jason api integrations

A few years ago, we were asked the following question:

"Hey, can you guys integrate Infusionsoft into my website?"

Our answer was "Yes, of course we can!" We at Designer Websites are experts when it comes to API integrations, and we had the initial integration - which used the standard Infusionsoft API - working in no time.

However, we did notice that there were certain drawbacks to using Infusionsoft's standard API functions. The biggest disadvantage? The integration of the enquiries/sales forms were slowing down the site dramatically, and this affected page speed (a critical SEO factor) as well as the overall user experience.

To overcome this problem, we developed a custom integration solution the provided full Infusionsoft integration as required without having a detrimental effect on site speed or usability.

Over the years, we've integrated Infusionsoft forms into websites for a number of clients, and we would thoroughly recommend using a custom integration for this if your are focused on delivering a responsive service to customers who use your website.

If you'd like to speak to the Designer Websites team about a custom Infusionsoft integration, please get in touch today.