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Better yet, how’s your site doin’? If you struggle for an answer, an audit should probably be on the menu (pun intended). One of the most important things we do regularly for clients is to analyze and audit their site performance. It’s the best way to maintain site health and keep up with – or get ahead of – the competition. Today’s issue includes six tips for maintaining your site’s wellness. 

Audits critical for search engine updates

In Google keyword searches, positions 1-3 get more than 60% of clicks. There are some things you can do to push your site into the top rankings. We advise an audit to start, with a specific eye towards checking the strength of the technical side of your site. 

You should have:

  • An intuitive user experience
  • A streamlined mobile experience
  • A fast site, both in page load time and overall

If you have issues there, and don’t address them first, you could end up spending time on the wrong things. Our recent blog post digs deeper into what you can learn from  audits — and what to do after to bump your rank.

2020 Content Marketing forecast

Now that we’re more than halfway through 2019, it makes sense that we’re seeing 2020 marketing forecasts. (Marketers are going to get A LOT of mileage out of that year 2020 and 20/20 eyesight thing, right?)

Content Marketing Institute is touting its next-year tactics already, and we think one of the suggestions from this article makes a lot of sense. 

We all produce A LOT of content but we don’t always focus on the “winners.” Take that blog post that delivered great results and turn it into an infographic, comic strip, video — instead of writing just another post on the same subject.

This helps get eyes on good content from two different audience types: those who just skim and look for quick bites and the others who scroll from top to bottom, devouring every word.

Site design and SEO playing nice together

Companies often have different teams tackling website design and development and handling SEO. At SFMC, we have always found that having those teams work together from the beginning stages of project is a best practice.

A recent post from Search Engine Journal lists some ways that designers really bug SEO gurus, so to avoid that, why not have them work in tandem? 

The goal of your web team as a whole should be providing the best user experience possible, which includes intuitive, easy-to-follow design as well as rich content that drives lead generation.

If there are web design decisions that are going to hurt the ease of use and ease of search, designers/developers and the SEO team should discuss before the site framework is even built.

Outbound links: help or hurt SEO?

Including links to more “useful” content on your blog posts or site pages may be one way to make your site more valuable. However, Google cautions about how you approach this tactic. At SFMC, we play it safe and apply “no follow” rules to outbound links in general.

A new Search Engine Land piece asks you to consider how useful these links are to your audience. If your goal for including them is to improve user experience, it’s also important to make sure they are not hurting your own site’s search optimization efforts.

Images AMP up site visits

Google’s new Accelerated Mobile Page-powered tool is called Swipe to Visit. It’s designed to give mobile users quicker access to websites. 

Here’s how it’s designed to work: On a Google image search, after selecting an image to view on a mobile device, users get a preview of a website header. If the user swipes up, that web page loads instantly.

Will users find their way to your company site? One good way to find out is to make sure your site’s images are optimized for search. We’ve got a blog post on how to do that!     

Build foundation with Information Architecture

I/A is the process of figuring out what type of information the site will require and how it will be organized. We go through this process with many clients following the marketing discovery phase.

Savoir Faire approaches this challenge like a game of 3D tic-tac-toe, where you are looking at multiple layers in order to develop an organized website that is intuitive to users. We also want the site’s functionality to be scalable, so we are able to add new elements over time if needed, such as additional products, services, industries or markets.

I/A leads us to what’s included in the site’s main navigation and the taxonomy – how we classify everything — on the site, getting us one step closer to a user-friendly experience.

We go into more detail here  as well as how wireframes help make a solid foundation for your site.

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