First Input Delay (FID) measures the time it takes for a website to respond to a user’s first interaction, like clicking a button or tapping a link. It was once a key metric for Google’s Core Web Vitals, with an ideal threshold of 100 milliseconds or less. However, as of March 2024, FID has been replaced by Interaction to Next Paint (INP), a broader metric that evaluates the full lifecycle of user interactions.
To improve FID (and INP), focus on these strategies:
Reduce JavaScript execution time: Eliminate unused code, split large scripts into smaller chunks, and compress files for faster loading.
Break up long tasks: Divide heavy processes into smaller, manageable pieces to keep the browser responsive.
Optimize third-party scripts: Delay loading non-critical scripts like ads or chat widgets to prioritize user interactions.
Use Web Workers: Offload resource-heavy tasks to separate threads, freeing up the browser’s main thread.
Monitoring tools like Google PageSpeed Insights, Chrome DevTools, and Real User Monitoring (RUM) platforms can help identify and resolve performance issues. Regular audits ensure your site remains responsive and user-friendly, especially as Google’s metrics evolve.
Improving FID isn’t just about technical fixes - it’s about creating a smoother, faster experience for your users.
How to improve First Input Delay for a better page experience
How to Measure and Interpret FID
Measuring First Input Delay (FID) requires the right tools and an understanding of how to interpret the data. Because FID is based on real user interactions, it can't be accurately assessed through lab simulations. Instead, you need real-world user data to get meaningful insights.
Tools for Measuring FID
Several tools can help you measure and analyze FID effectively:
Google PageSpeed Insights: This free tool is one of the easiest ways to check FID. It uses data from the Chrome User Experience Report (CrUX), which collects performance metrics from millions of real Chrome users. Simply input your URL, and you'll get FID scores for both mobile and desktop from the last 28 days.
Chrome User Experience Report (CrUX): The CrUX dataset is the backbone of tools like PageSpeed Insights. You can access this raw data through Google's BigQuery interface or the CrUX API. It provides real-world FID measurements from users who have opted to share their usage statistics.
web-vitals JavaScript library: This library lets you measure FID in real time and send the data to your analytics platform. It's easy to implement - just a few lines of code are needed:
import {getFID} from 'web-vitals'; getFID(console.log);
Google Search Console: The Core Web Vitals section of Search Console includes FID data, grouping your pages by performance. It highlights URLs that need attention, making it an excellent tool for identifying problem areas.
Chrome DevTools: While DevTools can't measure actual FID (since it requires real user interactions), the Performance panel helps you identify issues like long tasks and JavaScript bottlenecks that often lead to poor FID scores. This makes it a useful tool during the development phase.
Once you've gathered your FID data, you can evaluate your site's performance using Google's benchmarks.
FID Score Benchmarks
Google uses three performance categories to assess FID, and these scores influence both user experience and search rankings:
Good FID (0-100 milliseconds): A score in this range means users can interact with your site almost instantly. This creates a smooth, responsive experience, often leading to higher engagement and lower bounce rates.
Needs Improvement (100-300 milliseconds): While not disastrous, delays in this range are noticeable. Users might question whether their clicks or taps registered, which can lead to repeated interactions and frustration.
Poor FID (300+ milliseconds): Scores above 300 milliseconds indicate a clear lag. At this point, users are likely to notice the delay, and many may abandon the interaction altogether. Google considers such pages to offer a below-average experience.
FID Range
Performance Level
User Impact
0-100 ms
Good
Instant response, smooth experience
100-300 ms
Needs Improvement
Noticeable delay, potential frustration
300+ ms
Poor
Significant lag, high abandonment risk
Keep in mind that Google evaluates FID at the 75th percentile of your page loads. This means at least 75% of your users must experience FID within the "Good" range for your page to achieve a favorable classification. Factors like older devices or slower connections can drag down your score, so it's important to analyze device-specific data. Mobile users, in particular, often face slower FID, making targeted optimizations crucial.
Main Factors That Affect First Input Delay
Understanding what contributes to poor First Input Delay (FID) scores is key to improving your site's performance. Several elements can block the browser's main thread, delaying user interactions - especially on low-end devices or unstable networks.
Heavy JavaScript Execution
JavaScript can monopolize the browser's attention, particularly when files are large or not optimized. For example, a 500KB JavaScript bundle might run smoothly on a desktop but could slow down a mid-range smartphone significantly.
Tasks that take longer than 50ms, often called "long tasks", are a common culprit. These include complex animations, heavy data processing, or inefficient DOM manipulation. On mobile devices with slower processors, even the same JavaScript code can take several times longer to execute compared to high-performance desktops, leading to noticeable delays. Additionally, external scripts - like third-party libraries - can add even more strain on the main thread.
Third-Party Scripts
External scripts, such as those from ad networks, social media widgets, chat tools, or analytics platforms, can significantly impact FID. These scripts often load without optimized timing, adding unnecessary strain. For instance:
Advertising scripts: They may inject extra files and create complex DOM structures, keeping the main thread busy.
Social media embeds: Features like Facebook Like buttons or Twitter feeds trigger multiple script requests and ongoing background processing.
Chat widgets: Live chat or customer support tools often load immediately and poll for updates, tying up resources even when users aren’t interacting with them.
Unoptimized loading strategies, such as synchronous script loading or immediate execution, can make these delays even worse.
Device and Network Limitations
Beyond code and external scripts, the user's device and network play a critical role in FID performance. Low-end smartphones, with limited processing power and memory, struggle more with JavaScript execution than modern, high-end devices. Older devices may also throttle CPU performance to conserve battery life, adding to the delays.
On top of that, slow or unstable networks can prolong the time it takes to download and execute scripts, further degrading the user experience.
While your site might perform well under controlled conditions, real-world scenarios - spanning a wide range of devices and network environments - highlight the importance of measuring FID with actual user data. These diverse conditions make optimizing for FID a challenging but necessary task.
Methods to Reduce First Input Delay
To improve First Input Delay (FID), focus on strategies that free up the browser's main thread, allowing it to respond to user interactions more quickly.
Minimize JavaScript Execution
One of the most impactful ways to improve FID is by reducing the time spent processing JavaScript. Start by auditing your JavaScript bundles to identify unnecessary code. Many websites include unused libraries, duplicate dependencies, or other redundant elements that add bulk without serving a purpose. Tools like webpack-bundle-analyzer can help you pinpoint and eliminate this excess.
To streamline your code further, use techniques like code splitting and tree shaking. Code splitting breaks your JavaScript into smaller, on-demand chunks, ensuring that only essential scripts load initially. For instance, if you have a feature like an image gallery that users activate later, load its functionality separately instead of bundling it with your main code. Tree shaking, on the other hand, removes unused or "dead" code, keeping your scripts lean.
Additionally, always minify and compress your JavaScript files. Minification reduces file size by removing unnecessary characters, while compression methods like gzip or Brotli shorten download times. These practices ensure scripts load and execute faster, indirectly improving FID.
Once JavaScript is optimized, tackle long tasks to enhance responsiveness.
Break Up Long Tasks
JavaScript tasks that take longer than 50 milliseconds can block the main thread, delaying the browser's ability to respond to user input. Breaking these long tasks into smaller chunks keeps the thread responsive.
The idea is to periodically yield control back to the browser during large operations. For example, instead of processing a massive dataset all at once, handle smaller portions - say 100 items at a time - with brief pauses in between. This gives the browser a chance to process user interactions.
You can achieve this using techniques like setTimeout() with a 0 ms delay or requestIdleCallback() for more advanced scheduling. Another helpful approach is lazy loading non-critical features, such as analytics scripts, social media widgets, or advanced form validations. This ensures users can interact with the site immediately while secondary tasks load in the background.
For tasks requiring heavy computation, consider offloading them entirely using Web Workers.
Use Web Workers
Web Workers are a great way to reduce FID by running JavaScript in parallel, keeping the main thread free for user interactions.
Tasks like sorting large arrays, performing complex calculations, or parsing large JSON files are perfect candidates for Web Workers. By moving these operations to a separate thread, you prevent them from blocking clicks, scrolls, and other inputs.
Web Workers are also ideal for resource-intensive processes like image manipulation - such as resizing or applying filters. To implement this, write the heavy-lifting logic in a separate JavaScript file and use message passing to communicate with the main thread. Since Web Workers can't interact directly with the DOM, make sure any updates to the user interface happen on the main thread.
Monitoring and Maintenance
Optimizing FID (First Input Delay) isn’t a one-and-done task. It requires ongoing attention to ensure your site continues to perform well for users and remains competitive in search rankings.
Automated Monitoring Tools
Automated tools are invaluable for keeping an eye on FID performance. Here are some key tools to consider:
Google PageSpeed Insights: Tracks FID scores over time and sends alerts if performance drops, helping you address issues early.
Lighthouse CI: Integrates directly into development pipelines, testing FID after each deployment to catch potential regressions before they reach production.
WebPageTest: Provides API-driven monitoring and custom alerts to notify you when FID falls below acceptable levels.
For a more accurate picture of real-world performance, Real User Monitoring (RUM) tools like Google Analytics 4 can provide insights based on actual user interactions across various devices and networks. Similarly, the Chrome User Experience Report (CrUX) leverages real Chrome user data, offering a deeper understanding of how your site performs in real-world conditions. This data also plays a role in Google’s ranking algorithms.
While automated tools are excellent for flagging issues, complementing them with regular manual audits ensures you catch problems that automated systems might overlook.
Regular Performance Audits
Performing regular audits is essential for maintaining FID performance.
"You should test your website's performance at least monthly and after any significant changes or updates. Regular monitoring should be ongoing to catch any performance degradation quickly." – BuzzClan
For e-commerce sites, where factors like inventory changes, seasonal traffic spikes, and competitive pressures can influence performance, monthly audits are particularly critical. Additionally, audits should follow major updates, such as plugin installations or CMS changes, to quickly identify and address potential bottlenecks.
During these audits, focus on areas that commonly affect FID, such as:
Third-party scripts: Ads, tracking pixels, and chat widgets can introduce delays.
JavaScript execution times: Excessive or poorly optimized scripts can slow responsiveness.
Mobile responsiveness: Ensure your site performs well across different devices and screen sizes.
Keep a detailed record of FID scores over time to identify trends or gradual declines in performance. Given Google's frequent algorithm updates, staying proactive with monitoring and audits is crucial for maintaining strong SEO results.
To streamline the process, create a standardized audit checklist that includes key areas like JavaScript performance, third-party script impact, and mobile usability. This ensures consistency and helps maintain a fast, responsive site for your users.
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Conclusion
First Input Delay (FID) optimization has become a key part of improving modern web performance. With Google's Core Web Vitals now playing a major role in search rankings, businesses need to pay close attention to how FID affects both user experience and SEO results.
Even as the industry transitions from FID to Interaction to Next Paint (INP), the core principles of creating a fast and responsive site remain the same.
Improving FID involves more than just technical tweaks - it requires a thoughtful strategy and consistent monitoring to ensure your site stays quick and responsive. And the benefits go well beyond just better performance scores. Enhanced FID can translate into stronger user engagement, increased conversion rates, and better visibility in search results. For e-commerce sites, even small gains in responsiveness can lead to noticeable increases in revenue and customer satisfaction.
SEO Werkz offers tailored solutions to tackle FID and Core Web Vitals challenges head-on. By combining technical SEO expertise with cutting-edge web development, we help businesses achieve measurable improvements in site performance and search rankings. Our team works closely with clients to create customized strategies that deliver real results.
FAQs
What challenges make optimizing First Input Delay (FID) on mobile devices harder than on desktops?
Optimizing First Input Delay (FID) on Mobile Devices
Improving First Input Delay (FID) on mobile devices comes with its own set of hurdles. Unlike desktops, mobile devices often deal with slower, less reliable network connections, which can lead to higher latency and make interactions feel less responsive. On top of that, mobile hardware usually has limited processing power, making it tougher to efficiently manage complex JavaScript or break down lengthy tasks.
To tackle these issues, it’s crucial to focus on a few key strategies. Start by reducing JavaScript execution time - this helps lighten the load on mobile processors. Additionally, fine-tune resource loading to suit mobile networks, ensuring assets are delivered quickly and efficiently. These steps can go a long way in cutting down delays and boosting the overall experience for mobile users.
What does the shift from First Input Delay (FID) to Interaction to Next Paint (INP) mean for website optimization?
From First Input Delay (FID) to Interaction to Next Paint (INP)
The move from First Input Delay (FID) to Interaction to Next Paint (INP) shifts the focus of website optimization. Instead of just measuring the responsiveness of the first interaction, INP evaluates how quickly a site responds to every interaction, up until the next visual update. This encourages developers to focus on consistent performance throughout the entire user session.
By addressing responsiveness on a broader scale, INP enhances the overall user experience, making websites feel smoother and more interactive - even during extended use. Optimizing for INP helps websites meet modern performance expectations while keeping users engaged and satisfied.
Why should you regularly audit your website's performance after optimizing First Input Delay (FID)?
Why Regular Performance Audits Matter for First Input Delay (FID)
Even after you've fine-tuned your site's First Input Delay (FID), the job isn't over. Websites are living, breathing entities - new content, updates, and technological shifts can all introduce fresh challenges that might slow things down or disrupt the user experience.
Regular performance audits act like a check-up for your site. They help you spot and fix problems early, ensuring your site remains fast, responsive, and aligned with user expectations. Plus, staying ahead of potential issues means you're better prepared to adapt to changes in search engine algorithms. The payoff? A smoother user experience, lower bounce rates, and potentially higher search rankings.
Google Business Profile, formerly known as Google My Business, is a free tool provided by Google that allows businesses and organizations to manage their online presence across Google, including Search and Maps.Â
In this guide we will cover
What is GBP?
Why is GBP Important
How do you set up a GBP account
How can you optimize your GBP for better reach
10 Ways to improve local search visibility
5 Ways to Manage your GBP
Google Business Profile Support
Before we get started, let me tell you a story about Sarah and Joe. Sarah’s car had been making a strange noise for a few days, and today it finally gave up on her. Stranded on the side of the road, she knew she needed a good mechanic fast. She pulled out her phone and searched "mechanic near me" on Google Maps, hoping to find someone reliable nearby.
Meanwhile, just a mile away, was Joe's Auto Repair, a family-owned business with decades of experience and a reputation for honesty and quality work. Joe, the owner, had built his business on word-of-mouth referrals and loyal customers. However, Joe hadn't paid much attention to his online presence, assuming his excellent service would keep bringing customers through the door.
As Sarah scrolled through the results on her phone, Joe's Auto Repair was nowhere to be found. Instead, she saw listings for other mechanics, some with mixed reviews and others with none at all. In a pinch, she chose the first one with a decent rating and called for assistance.
Back at Joe's Auto Repair, the day was slower than usual. Joe and his team were finishing up the last few cars in the shop. Joe noticed the lull in business but attributed it to a random quiet spell. Little did he know, just a mile away, someone had been desperately searching for the kind of service he prided himself on providing.
Fast forward a few months when Joe’s daughter Emily came home from college to visit. Joe explained the lull in business so Emily took charge of her father’s marketing and set up his Google Business Profile. Business was booming after that. One customer, in particular, stood out. It was Sarah, the woman who had been stranded just a mile away. She told Joe about her previous experience and how she wished she had known about his shop sooner. "I'm so glad I found you this time," she said with a smile. "The reviews and photos online made all the difference."
Joe realized the importance of having a well-optimized Google Business Profile. It wasn't just about being great at what he did; it was also about making sure people could find him when they needed him the most. From that day on, Joe made it a point to keep his online presence updated, ensuring that anyone searching for a "mechanic near me" would see Joe's Auto Repair as a top choice.
And so, Joe's business continued to thrive, not just because of the excellent service they provided but also because they finally made it easy for customers to find them when it mattered most.
What is Google Business Profile?
Business Information: You can provide essential information about your business, such as your name, services offered, address, phone number, website, and hours of operation. This helps customers find accurate information quickly.
Location on Google Maps: Your business will be pinned on Google Maps, making it easier for customers to find your physical location.
Customer Reviews: Customers can leave reviews and ratings, which are visible to others. Responding to reviews helps build trust and improve customer relations.
Photos and Videos: You can upload photos and videos of your business, products, or services, giving potential customers a visual understanding of what you offer.
Posts and Updates: Share news, updates, events, promotions, or offers directly on your profile. This helps keep your customers informed and engaged.
Insights and Analytics: Access valuable data on how customers find your business, their actions (such as calls, website visits, direction requests), and overall performance of your profile.
Booking and Appointments: If applicable, integrate booking systems to allow customers to schedule appointments directly from your profile.
Frequently Asked Questions (FAQs): Provide answers to common questions customers might have, enhancing their experience and saving time.
Attributes and Highlights: Add attributes like "Women-Led," "LGBTQ+ Friendly," or specific amenities (e.g., free Wi-Fi) to provide more details about your business.
Messaging: Enable messaging so potential customers can reach out to you directly from your Google Business Profile.
Setting up and maintaining a Google Business Profile is crucial for local SEO and helps ensure that your business appears in local search results, making it easier for customers to find and interact with you.
Why is Google Business Profile Important?
As you can see from Joe’s experience, Google Business Profile is crucial for several reasons, particularly for small businesses aiming to improve their online presence and attract local customers. Here’s why it’s important:
Increased Visibility in Local Search:
Google Business Profile helps your business appear in local search results, especially in the "Local Pack," which is the set of businesses listed at the top of a Google search results page. This increased visibility can drive more traffic to your website and physical location.
Enhanced Customer Trust:
Having a verified Google Business Profile adds credibility to your business. Customers are more likely to trust and engage with businesses that have complete and accurate profiles.
Access to Reviews and Ratings:
Reviews and ratings on your profile influence potential customers' decisions. Positive reviews can attract more customers, and the ability to respond to reviews helps you engage with your audience and manage your reputation.
Better Customer Engagement:
Features like posts, messaging, and Q&A allow you to interact directly with potential customers. You can share updates, answer questions, and address concerns, enhancing customer service and engagement.
Accurate Business Information:
Ensuring your business information is correct and up-to-date on Google helps customers find you easily. Incorrect information can lead to missed opportunities and frustrated customers.
Insights and Analytics:
Google Business Profile provides valuable insights into how customers find and interact with your business. You can see how many people called you, requested directions, visited your website, or viewed your profile, allowing you to make informed marketing decisions.
Free Advertising:
A Google Business Profile is free to create and manage, providing a cost-effective way to advertise your business online. It helps you reach potential customers without the need for paid advertising.
Improved Local SEO:
Optimizing your Google Business Profile can significantly enhance your local SEO efforts. Local SEO focuses on optimizing your online presence to attract more business from relevant local searches, which is crucial for small businesses.
Showcase Your Business:
You can upload photos and videos, highlight special attributes, and showcase what makes your business unique. This visual content can attract and engage potential customers.
Integration with Google Ecosystem:
Being part of the Google ecosystem means your business information is seamlessly integrated across various Google services like Google Maps, Google Search, and Google Assistant, ensuring consistent visibility and accessibility.
In summary, a well-optimized Google Business Profile enhances online visibility, attracts local customers, builds trust, and fosters customer engagement. Joe’s initially incomplete profile caused him to miss potential customers like Sarah. Once updated, his shop gained prominence in search results, increased customer trust through reviews, and improved interaction. This led to more foot traffic and revenue, giving Joe a competitive edge and driving sustainable growth through positive feedback and data-driven strategies.
How do you set up a GBP account
Before you can engage with potential customers, make sure your profile is set up and verified on Google. Customers can only find your business profile on Google after you complete verification.
On your computer, sign in to your Google Account, or create one.Â
If you create a new Google Account, sign up with your business email domain.
Choose whether you have a location customers can visit.
For businesses with a storefront staffed during business hours: Click Yes.
You may be asked to enter your business address or position a marker on a map for the location of your businesses. When finished, click Next.
For businesses that don't have a storefront staffed during business hours: Click No.
Enter the service area of your business.
You can set your service area based on the cities, postal codes, or other areas that you serve. You can add up to 20 service areas.Â
Tip: We recommend you do not extend the boundaries of your overall area farther than 2 hours driving time from where your business is based. For some businesses, it may be appropriate to have a larger service area.
Tip: We recommend entering the individual phone number or store page for each location, rather than a remote call center.
Click Finish.
Select a verification option.
Tip: We recommend reviewing your information before you request verification.
To verify now: At the top, find the red banner and click Verify now.
To verify later: Click Verify later Later.
If you’re not authorized to manage the Business Profile for the chain: Find the person in your organization who’s authorized and continue the process.
How can you optimize your GBP for better reach
Now that you have created your Google Business Profile, your work isn’t done. The “if you build it, they will come” approach doesn’t apply to marketing. To ensure your profile is visible and ranks high in search results, you’ll need to make some important tweaks and optimizations.
Complete Your Profile:
Ensure all business information is accurate and up-to-date, including name, address, phone number, website, and hours of operation.
Add High-Quality Photos:
Upload photos of your business, products, services, and team. High-quality images make your profile more attractive and engaging.
Use Relevant Keywords:
Incorporate relevant keywords into your business description and services to improve your profile’s searchability.
Collect and Respond to Reviews:
Encourage satisfied customers to leave positive reviews and respond to all reviews promptly. Engaging with reviews shows that you value customer feedback.
Post Regular Updates:
Share news, promotions, events, and offers through Google Posts. Regular updates keep your profile active and informative.
By following these steps, you can enhance your Google Business Profile’s reach, attract more customers, and improve your overall online presence. If you have already done these basic steps, there are 10 more tips and tricks I have up my sleeve that you can try.Â
Download: 10 Ways to improve local search visibility by filling out the form below
5 Ways to Manage your GBP
Managing your Google Business Profile (GBP) effectively is crucial for maintaining a strong online presence and ensuring continued engagement with potential customers. Here are steps to manage your GBP efficiently:
Regularly Update Information:
Keep your business hours, address, phone number, and website up-to-date. Make sure any changes in your business operations are promptly reflected on your profile.
Respond to Reviews:
Monitor reviews regularly and respond to them promptly. Thank customers for positive reviews and address any issues raised in negative reviews professionally and courteously.
Post Regular Updates:
Share updates about new products, services, special offers, events, and important announcements. Regular posts keep your profile active and engaging.
Upload New Photos:
Continuously add fresh, high-quality photos of your business, team, products, and events. Updated visuals keep your profile appealing and relevant.
Monitor Insights:
Regularly review the insights provided by Google. Analyze how customers find your business, what actions they take, and adjust your strategies accordingly.
Answer Customer Questions:
Stay on top of the Q&A section on your profile. Provide clear and helpful answers to potential customers' questions.
Utilize Google Messaging:
If you have enabled messaging, make sure to respond to customer inquiries promptly. This can help convert inquiries into actual business.
Encourage and Manage Reviews:
Encourage satisfied customers to leave reviews. Regularly check and manage your reviews to ensure a positive online reputation.
Check for Consistency:
Ensure that the information on your GBP is consistent with what is listed on your website and other online directories. Consistency helps in building trust and improving local SEO.
Stay Updated with Google Features:
Google frequently updates its features and tools. Stay informed about new features and leverage them to enhance your profile. For instance, utilize Google Posts, booking buttons, or new attribute options as they become available.
Engage with the Community:
Participate in local community events and promote your involvement on your profile. This builds local awareness and establishes your business as a community-focused entity.
Use Promotions and Offers:
Regularly update special offers and promotions on your GBP. This can attract more customers and keep your existing customers informed about your latest deals.
Monitor Competitors:
Keep an eye on your competitors’ profiles. Analyze what they are doing well and identify areas where you can improve or differentiate your business.
Set Up Notifications:
Enable notifications for updates and interactions on your profile so you can respond swiftly to customer activities and reviews.
By following these steps, you can ensure your Google Business Profile remains dynamic, engaging, and effective in attracting and retaining customers. Regular management and optimization of your GBP will help maintain a strong online presence and drive sustained business growth.
Google Business Profile Support
Joe’s Auto Repair had a stellar reputation in the local community for providing top-notch service and honest work. However, he was losing customers because he needed a stronger online presence to attract new clients. As the story from the beginning stated, Joe used his daughter Emily to create his Google Business Profile because he didn’t have the time nor ability to.Â
If this all seems daunting or you just don't have the time, let us be your Emily. Call or request a consultation today atwww.seowerkz.com. Our experts will help set up and optimize your Google Business Profile, ensuring you attract more customers and grow your business.
Speed and load times are very important back-end factors within the SEO world, and major search engines like Google are regularly rolling out updates to improve processes here. One major such update that's recently been rolled out to all site types is known as Signed Exchange, or SXG -- what is this program, and how might it benefit your site?
At SEO Werkz, we're happy to help with a variety of SEO solutions, including in areas like on-site optimization and web design that help clients maximize the quality and responsiveness of their customer-facing websites. Let's go over everything you need to know about Signed Exchanges and how they work, the benefits they offer to sites across the web, and how to get started with them.
Signed Exchange Basics
Originally introduced by Google primarily for AMP sites several years ago, Signed Exchanges have now become available for all sites across the web. Signed Exchange refers to an open standard delivery mechanism that allows users to access content directly from an origin server.
How does this work? A Signed Exchange doesn't actually store a copy of the requested resource on their servers, but when a user searches, Google pre-loads some of your content from the SXG. This improves speed and reduces load times by not transferring data over HTTP -- which is the most common way that web pages are currently served, but also one of the slowest.
While SXG is intended for high-quality sites that want to offer engaging search experiences to their users, there is also a lot that you can do as a developer to help improve the experience. If you think your site might benefit from implementing this new spec, we'd love to help!
Technical Side of Signed Exchanges
Here are the basic steps that will be followed to generate a Signed Exchange for your site:
In advance, before content is being published on a given page, you will negotiate with Google to create a Signed Exchange (this is done through request headers).
The original content you'll be using, including its response headers, will be obtained.
A Digest header will be added to the content, allowing progressive data detection and other basic back-end themes.
Any headers that don't make sense within Signed Exchanges, plus any that are specifically security-sensitive (such as Authentication-Info, for instance), will be stripped out before the Signed Exchange is created.
All the remaining headers, including the Digest header, are then combined with any other metadata like URL certificates or expiration times and chained together, forming a single stream that's used to calculate the final signature.
The original content plus its headers, signature and a fallback URL, are packed into a binary that delivers the Signed Exchange.
From here, the exchange will be cached and sent to the crawler, where it's eligible to show up in searches. When any web user clicks on a link to your content, they receive the Signed Exchange in a response from Google.
Benefits of Signed Exchange
Now that you have a basic understanding of how SXGs work, let's talk about how publishers might benefit from implementing them within their websites. These benefits include:
Greater consistency: SXGs show up in a more consistent way across all types of devices and browsers.
Faster response times: Users view pages with SXGs more quickly than pages without them.
Improved performance: As mentioned above, content is transferred using progressive data detection and compressed URLs, which makes for a faster user experience; the webpages involved in Signed Exchanges load much faster and use exponentially less bandwidth than traditional webpages.
Improved indexing: Performance is optimized for crawlers, meaning they have to do less work indexing your page and can instead focus on other tasks.
Portable content: SXGs also makes content portable, allowing it to be delivered by third parties and eventually leading to fully offline experiences that still benefit your branding themes. There could come a day where virtually every site on the web supports the SXG standard, allowing all linked articles to be pre-loaded and improving site load times in massive ways.
Not a Simple Process
The process of generating and maintaining Signed Exchanges is somewhat complex and reveals the benefits of working with a high-quality SEO company. Here are some of the considerations you have to keep in mind:
Certificates have to be delivered in specific CBOR formats, such as binary JSON or others.
Because validity of certificates is so important within this realm, OCSP stapling is required to maintain it.
Signed Exchange certificates need renewal on a much more frequent basis than other formats, and may require automation for this process.
Because Signed Exchanges aren't cheap to create, caching those that have been created is very important. We'll manage this entire area for you.
Staying Updated
Like many other parts of the SEO world, especially with regard to Google's changing emphases, it's important to keep track of updates within the SXG realm. SEO marketers and in-depth business owners should consider signing up for the webpackaging-announce mailing list from Google themselves, which offers information on things like changes to the Google SXG cache, new capabilities being added (or older capabilities being depreciated), and even larger changes to SXG tools Web Packager, the NGINX SXG module, and several other areas. And as always, if you're working with us at SEO Werkz, we'll keep track of these updates on your behalf.
For more on Signed Exchange, or to learn about any of our other SEO services, speak to the staff at SEO Werkz today.
There are a few important back-end themes that play a major role in the success of a website within the SEO world, and one of the most well-known types here is known as meta data, or meta tags. Referring to small snippets of code that tell search engines vital information about your page, including how to display it in search results, meta is present on every single web page, visible in HTML code for search engine crawlers.
At SEO Werkz, our on-site SEO optimization services include a variety of meta data areas, from page titles and descriptions to headers and many others. What is meta data, how does it impact SEO, and what are the different types of meta tags to be aware of? Here's a primer.
Basics on Meta Tags
As we mentioned above, meta tags are snippets of code on web pages that impact how those pages appear in search engine results. There are several different types of meta tags - page titles, descriptions, keywords (which Google introduced several years ago to discourage SEO professionals from stuffing their clients' pages with keywords), and various other snippets of code for particular plugins or widgets.
Google's use of meta data has changed over the years, and their algorithms for search engine rankings are constantly evolving. However, meta data is a key factor in SEO optimization and remains an important aspect of any website's overall success.
Meta tags only exist in HTML, meaning that they can't be seen by the average user. Instead, meta tags are visible only to search engine crawlers that pull data from your site and use it to help determine how your page should appear in search results.
How Meta Tags Can be Found
Are you interested in seeing how your site's meta tags look in code form? You can find them by looking at the source code on your site. This is easily done by right-clicking anywhere on a given web page, then selecting "View Page Source."
Alternatively, some prefer using a plugin like Firebug for Firefox, which will pull up the HTML for any page you are on. You also can use and add your URL there to see its meta tag data in one place.
Our next several sections will go over some of the more important meta tag types to be aware of.
Title Tag
Likely the single most important piece of meta data on most sites is the title tag, which appears at the top of web browsers, or sometimes just as a "tab" if you use another browser like Opera. When someone searches for specific information on Google's search engine, or uses their mobile phone to do a voice-based search (like Siri), then that is what your page title appears as in results.
Page titles are typically set up by webmasters, but can also be set up at the WordPress dashboard level. Check your site's settings if you've recently changed your title tag and aren't seeing it reflected in search results (you'd change this in "General Settings").
For most sites, we use a formula of descriptive keywords for SEO purposes plus your business or brand name in order to create a search engine-friendly title tag for your web page.
Description Tag
Also known as meta descriptions, this is an area of code that appears underneath your site's URL in the first section of results on Google and other search engines. Descriptions are much like titles, except they can be longer (the limit for Google's search engine is 200 characters).
Meta descriptions are also an area where you can entice people to click through to your page. While there's no exact science for meta descriptions, we generally recommend using a formula similar to the one used for titles in order to get the most out of this important piece of code.
Meta Keywords Attribute
Meta Keywords are one type of meta tag that's used much less often today than it would have been a decade or so ago. They used to be more popular for "keyword stuffing" and similar efforts, but search engines have moved away from allowing these practices.
Meta keywords are set up as a list of words within the meta description tag, typically separated by commas. Speak to our team for more on whether they might have some value for your site, but don't be surprised if they don't.
H1 Headers
Another vital piece of meta data is the H1 header, which is typically the biggest and most important on a web page. It appears as the first thing that someone might see if they look at your site without scrolling, so it's an opportunity for you to convey something of value in a single line with no internal code.
Generally speaking, the H1 header will be the title of a post, or some other emphasized text on the page. It's not the same as the title tag, which is the entire title in your page source and what people will see at the top of their browser (or just as a tab on mobile browsers).
For SEO purposes, we recommend using keywords for H1 headers whenever possible, but ensure that they are equivalent to clear value-adds. It's not recommended to write an H1 header simply with random keywords. Writing proper H1 headers for your most popular pages is one of the key factors in drawing in good organic search engine traffic, and it's something our staff will work with you on.
For more on the various meta tags present in SEO, or to learn about any of our on-site or other SEO services, speak to the staff at SEO Werkz today.
A blog is a vital content section of many websites, helping the target audience find your business online through both social media sources and organic search. When your blog begins generating quality traffic, however, how do you go about capturing this traffic and converting it into leads and eventual sales?
At SEO Werkz, we're here to help with this and numerous other SEO services for your business. We assist with several important areas of content creation and optimization, including different methods to convert your blog readers into paying customers as efficiently as possible. What are some of the top concepts and themes we'll utilize within this area? Here's a basic layout.
Call-to-Action
One of the simplest -- but most important -- ways of converting blog readers into paying customers is to place specific calls-to-action on blog pages. This is a specific directive you give to readers that will lead them through the next step of the sales cycle, whether it's clicking your email subscription, submitting their name and phone number, or buying an item right then and there on your online store.
Ideally, CTAs will be present across all of your blog pages, though make sure only appropriate ones are available on certain posts. Common locations within a post include at the top, in the sidebar, or beneath the final paragraph. The important thing is you don't want to overwhelm readers with too many options, but provide enough incentive that they'll actually be interested and take another step forward.
Unique Headlines
The vast majority of blog posts use headlines that are simply descriptive of the article's content -- "Who We Are," "Our Services," etc. These are valuable and important to creating a cohesive blog, but the better approach is to use headlines that will generate curiosity and eventually lead to click-throughs from readers.
You can also do this by using numbers in your headline, as they have a well established psychological impact on readers (ex: "5 Things You Need to Know About Our Company").
Effective Content and Keyword Placement
Another important aspect of your blog's ability to convert readers into paying customers is its content. Keep a few key factors in mind with this:
Content should be easy for readers to understand, as jargon or industry-specific words will needlessly create barriers for the vast majority of your blog's audience.
Content needs to be engaging and interesting, or else you risk losing readers in a matter of seconds.
Keywords should only be included if they add value to your article -- avoid stuffing them into posts just for search engine optimization (SEO) purposes.
Content Upgrades
Content upgrades refer to specific add-ons you place within blogs or other forms of content, such as a free download or a list of resources for a common purpose. Content upgrades can even include interactive PDFs, and are a great way of not only increasing your blog's conversion rate, but also building a more personal relationship with your target audience.
Lead Magnets
In other cases, sites will use what are known as lead magnets -- downloadable items or bonuses attached to blog posts that readers can obtain if they subscribe to their email newsletter. Lead magnets are an effective way of adding incentives for readers, and can also help your business rank better in search engine results pages (SERPs).
When you use a lead magnet, you're essentially offering the visitor something of value in exchange for their contact details and subscription. The magnet needs to be worthwhile, so your blog posts need to be high quality and always contain as much information as possible.
Retargeting Tools
There are several remarketing tools on the SEO market today, allowing you to pixel your existing visitors and directly target them once they leave your site. Also called retargeting, this type of marketing allows you to show ads relevant to a user's interests, and without the risk of irritating them with irrelevant suggestions.
Retargeting can have several benefits:
Decreased bounce rates
Increased conversions
Allowed to serve personalized ads (great for increasing CTR)
These make retargeting an excellent choice for any website owner or blogger looking to improve their return visitors and overall conversion rate.
Special Promotions
Another tried-and-true method for converting blog readers into paying customers is the use of special promotions or sales. You can use special promotions to establish yourself as an expert in your industry, and also give readers a strong reason to act on their interests right now rather than later.
The key with promotions is to choose one that matches the type of content you're creating, and always make sure it's relevant to your blog's audience. These should be used sparingly, so as not to annoy readers and possibly turn them away for good.
Effective Captures
To truly maximize the power of your blog's conversion rate, you need to consider everything that can affect it. This includes social media shares on Google Plus, Facebook and Twitter, email sharing tools like MailChimp (which allow you to track your newsletters' effectiveness) and more.
Since every business is different, there's no one-size-fits-all solution for blog conversions. However, the key to attracting new leads and paying customers hinges on knowing the various options available, then choosing which ones best match your goals and audience needs.
For more on how to convert your quality blog traffic into leads and eventually into consistent paying customers, or to learn about any of our SEO services or related programs like PPC, social media marketing and more, speak to the dedicated professionals at SEO Werkz today.
Many areas of our world will change a whole lot over a decade or more, and the realm of SEO and online marketing is a great example here. Those who were a part of this industry 10 or more years ago may remember it as something of a “wild west,” as many within it would say – the SEO landscape was far less regulated and included a number of different methods that aren’t suitable today, whether for ethical or practical reasons, but today has rounded into a robust, purposeful field that drives the success of many businesses.
At SEO Werkz, we’re here to help with a comprehensive range of private label SEO services, from local optimization to reputation management, retargeting, conversion rate optimization and numerous other areas. We’ve been in the SEO field for years, and we’ve seen the important changes that have driven the industry to the point it’s at today. What are some of the most important ways SEO has evolved over time, and how do these evolutions impact your business and SEO needs? Here’s a primer.
Importance of Content
The phrase “content is king” is regularly uttered within the SEO realm, and with good reason. From blog content to on-site and off-site content, there are several formats that require attention here, including not just good writing but also images, audiovisuals and proper implementation. Content is a top driver of site visibility and good rankings, a fact that will not change anytime soon.
However, a decade or so ago, things were very different in this area. Practices like keyword-stuffing (more on this in a bit) and others were used in ways that made the content realm feel much more like a system to be gamed than anything else.
In 2011, though, a major update known as the “Panda” update hit the SEO world. The Panda update was a major change to Google’s search ranking algorithm, lowering rankings for sites with poor-quality content created by keyword-stuffing and other similar tactics. Gimmicks that worked prior to 2011 were no longer options, replaced by a need for legitimate, quality content.
Local Changes
Another area that’s changed in numerous ways over the last 10 years or so is local SEO, which is vital for many small and large businesses alike. Google has made several small changes to this realm over time, including layout updates like the local carousel or the three-pack layout most SEO experts are familiar with.
However, the single largest event in this area came in 2014 and was known as the “Pigeon” update. This update involved the incorporation of what we now know as traditional web ranking signals into their algorithm, including boosting site visibility for sites with search terms of high authority. This made local searches both more common and more powerful, and gave a major leg up to the businesses that had optimized their sites for local features.
No More Linking Schemes
We mentioned the “wild west” theme in the early SEO world above, and one of the areas where this designation was most visible was within what were called linking schemes. There were numerous such tactics out there, including things like link wheels, black-hat links, pain liners and other forms of spam-based linking.
Once again, a series of small updates followed by a major change – the 2012 “Penguin” update – Google stamped out this behavior in the late 200s and early 2010s. Penalties began appearing for entities using these strategies, and today the only kinds of linking that are allowed are natural linking and guest posts that improve authority.
Keyword Stuffing is Dead
We mentioned keyword stuffing above; it refers to the practice of loading keywords into meta tags, content or anchor text to gain unfair rankings advantages, and was a tactic used by some in the early days of SEO. However, Google quickly realized the problem and stamped this out with the Panda update – to the point where not only is keyword stuffing dead, but keywords themselves have changed significantly. While they still matter, they’re much more important for meanings and concepts rather than single words or phrases.
Changes to SERPs
SERPs, or search engine results pages, have also undergone numerous changes over the years. Most of these are small updates made for minute reasons, though there have also been a few larger changes as well. But if you look back at a screenshot of a SERP from 2009 compared to today, you might be taken aback at just how different it is.
Knowledge Graph
First introduced in 2012, the knowledge graph is an excellent tool for answering questions added by users in a small search box. Responses are only given when a simple query is made, and will even sometimes be present atop organic results for the easiest question-and-answer searches. For optimizers, this means it’s important to consider “answerable” keywords and micro-formatting, ensuring you know which queries are likely to end up on the knowledge graph compared to which will show organic results featuring your pages.
Mobile Improvements
Finally, one of the largest changes in the SEO realm has been the rise of mobile optimization. Starting with the release of the iPhone in 2007 and growing with each passing year since, mobile has become the driving force in many SEO efforts. Back in 2015, it surpassed desktop queries as the most common form of search run on Google. For SEO pros and optimizers everywhere, this means that ensuring both apps and mobile webpage capabilities receive plenty of focus and effort.
For more on the numerous ways SEO has changed over the years, or to learn about any of our modern SEO, web design or social media marketing services, speak to the staff at SEO Werkz today.
There are a few different elements that play a major role in any comprehensive SEO campaign, and blog content is an important one in numerous settings. Equally vital for small businesses up to large corporations, blogging may have once been something of a choice or a luxury in the online marketing world – but those days are long gone, and success in today’s SEO realm counts quality blog content as a prerequisite.
At SEO Werkz, we’re happy to assist with a wide range of online marketing and SEO services, including numerous areas of web design and development that feature several forms of content, blogging among them. What makes blog content so important within the SEO and marketing realms, and how will working with quality professionals like ours improve the reach and impact of both your blog content and other forms of on-site content? Here’s a primer.
Blog Content Basics
For those just entering the SEO or content world, here’s a quick download on what “blogging” really is. Also sometimes called a “weblog,” a blog refers to an online medium that includes short posts sharing information – either personal or informal – about various topics relating to a group, individual or business entity.
Within the marketing world, blogs are used to communicate with customers and share important industry or company information. Blogs are updated regularly and meant to be concise, plus have a known impact on search engines like Google and the way they categorize websites (more on this in a bit).
Companies that include blogs on their sites receive over 400% more indexed pages than those that do not, and are 13 times more likely to have a positive ROI.
Nearly 40% of all marketers view blogs as the single most valuable type of content marketing out there.
Companies that include blogs receive 97% more inbound links to their site than companies that don’t.
Over 80% of US online consumers trust information and advice from blogs, which improves your authority significantly.
Why They’re Beneficial
If you’re not quite sure why blogs are so powerful that they lead to the kinds of results we just listed above, there are actually several reasons. Here are some of the primary benefits of blog content to business websites:
Ranking improvement: As we touched on above, blog content is a huge factor in how your site ranks for organic searches within Google and other search engines. Blogging accomplishes several tasks that crawlers view positively, including increasing the number of total indexed pages on your site – this, in turn, drives increased traffic and helps boost your rankings as a result. The phrase “content is king” is regularly heard in SEO circles, and this is a major reason why.
Trust and authority: We also noted above how over 80% of people trust blog content, and this is an extremely important factor in SEO success. Blogs are a primary way businesses can build their reputation with client bases, from offering authoritative and newsworthy information to bringing personality and friendliness to the table – all in the same breath. Blogs give your company a voice and a way to communicate with your audience, plus to keep them informed of your business and industry.
Brand awareness: For many companies, blog content is among the bedrock foundations of their marketing efforts. Blogs can be shared across social media channels and within email marketing campaigns, allowing for them to “go viral” in limited, positive ways that will expose a larger swath of people to your brand and services.
Lead generation: The more indexed blog posts you have, the more opportunities there are to convert the traffic to those blogs into leads. One vital piece of blog content is the call-to-action, which is a link within the content that allows prospective clients to leap directly from that page to product or service pages.
Cost efficiency: Blogging is one of several forms of inbound marketing, as compared to forms of outbound marketing like paid advertising, email marketing and others. And while each of these has a place in the overall marketing sphere, inbound marketing tends to be much more cost-effective – and blogging is a great example, producing fantastic ROI given the resources needed for it.
Customer connection: While one big piece of any blog is to provide customers with information while also making the site attractive to search engine crawlers, there’s also a personal side to this area. Blogs allow you to humanize your business, both through the actual content itself and further conversation surrounding it that might take place on social media channels or within blog comments. Customers who see positive interactions between a brand and its clients will be much more likely to engage with that company.
Long-term ROI: We mentioned ROI above, and few SEO elements produce it more effectively. Blogs begin generating traffic and leads instantly from the date they’re published, and will continue to do so once they’re indexed by Google – in fact, there are popular blogs on many sites that continue to generate leads years after being published.
Working With SEO Professionals
If this is your first foray into the SEO world, or if you’re simply looking for the very best in blog and other on-site content, it’s important to work with industry professionals in this vital area. Our experts have years of experience both generating and implementing blog content, plus optimizing it for maximum reach and impact. This includes niche fields and industries where past content generation may have been a struggle.
For more on the value of blog content in SEO, or to learn about any of our SEO, PPC, web design or other services, speak to the staff at SEO Werkz today.
There are several back-end elements that may play a role in optimizing a given webpage or website for SEO, and one of these is known as schema, or schema markup. Housed specifically at the location schema.org, schema markups refer to forms of structured data that are used involving various types of encoding, helping improve the richness and detail of search results so search engines better understand the data and information on a given site.
At SEO Werkz, we’re happy to help with a wide range of search engine optimization services, including forms of structured data like schema markups and the important impact they may have on your site. What exactly are these markups, why and where are they commonly used, and what are the types of encoding languages (also called vocabularies) that can be used within these markups? Here’s a primer on everything you need to know.
Schema Markup Basics
As we noted above, a schema markup refers to a structured data vocabulary layered onto your site. The goal of this vocabulary is to help improve the way search engines like Google understand the information on your website – this, in turn, allows said engines to create richer, more detailed search results.
This is because, when utilizing schema markups, search engines don’t just see raw data. They see the relationships between various entities on your site, improving elements like your click-through rate (for organic results) and making the entire site make more sense.
Markup Types and Uses
So what’s included in the vocabulary that may be used within schema markups for your site? There are a variety of elements, including several different people, places and things. If you’re interested in the full list, it’s housed at schema.org at this link.
To get a bit more specific, schema markups are used for several common purposes today. These include articles, products, people, businesses, reviews, events, recipes and even medical conditions.
When a search engine views a site that has these markups included, it will generally display this information via the Rich Snippets section. Said snippets may include additional elements, such as dates for events, star ratings for reviews, and several other helpful elements that just add context and detail to the entire search experience.
Creative Works
While many parts of schema markup vocabulary are somewhat standard and straightforward, one area that deserves its own section is known as Creative Works. This refers to a vast library of different markups that’s in place for movies, music, books and even video games, offering highly specific and targeted details that relate back to the specific medium being used. For the “Book” markup, for instance, details used in the snippet might include book genre and age recommendations, book reviews, locations where the book is being sold nearby, and related elements.
Code Languages Used
Getting into the technical side of things just a bit, there are a few different code languages that can be used within schema markups. These will be added to your pages’ HTML code, enabling metadata on your document – and schema is a form of metadata. Here are some basics on each of these code languages and how they’re used:
RDFa: Short for Resource Descriptive Framework in Attributes, RDFa is a form of code that can be added not just to HTML code, but also to XHTML and XML-based documents. It has a number of different attributes that might be utilized for the markup, including “about” (specifying the resource the metadata is describing), “content” (overriding the content of the element when the property attribute is being used), “datatype” (specifying the datatype for text used within the property attribute), “typeof” (specifying the RDF type to the subject or partner resource), “rel” and “rev” (noting relationship or inverse relationship, respectively, with another resource), and finally “src,” “href” and “resource” (all of which specify a partner resource for the markup).
Microdata: Microdata is relatively similar to RDFa when it comes to implementation, though there are a few technical differences our SEO professionals will be happy to detail for you. They are also similar in attributes, though the microdata attributes come in different titles. They include “itemscope” (creating an item, plus indicating that the remainder of the element in question contains specific information about that item), “itemtype” (describing the specific properties, plus a valid URL, of a property), “itemid” (showing the identifier of the item, which is unique to each item), “itemprop” (confirming that the containing tag holds the value of a specific item property, such as name), and “itemref” (referencing properties of an element that are not contained in the itemscope, offering a list of element IDs with additional properties found somewhere else on the document).
JSON-LD: Short for Javascript Object Notation for Linked Objects, JSON-LD is actually an annotation style that allows for direct pasting to the “head” or “body” tag of a given web document. Different attributes like “@context” and “@type” will be used to specify the exact schema vocabulary. This is generally considered the simplest code language to use for schema markups, and it’s one that’s often employed by those who are new to this world as they try to get the hang of it. In fact, even Google itself often recommends JSON-LD as the primary code format used for schema markups in general, not even just for beginners.
For more on how to utilize and implement schema markups for any of your pages, or to learn about any of our SEO, PPC, web design or other online marketing services, speak to the staff at SEO Werkz today.
There are a few issues that online marketers and content creators may run into within the realm of SEO and digital marketing, and one of these is the presence of duplicate content. A negative that won’t necessarily hurt your rankings, but may impact your site in a few different ways, duplicate content matters for both search engines and site owners alike, and has a few specific common causes to consider.
At SEO Werkz, a major part of our SEO services includes helping steer you clear of issues like duplicate content. From our on-site optimization services to additional elements like content creation, social media marketing and more, we have years of experience that have allowed us to identify the pitfalls in each of these important areas, then help our clients avoid them. What exactly is duplicate content, why is it such a big negative, and how does it happen? We’ll go over all of these factors here, plus some important information on how to deal with duplicate content if you run into it.
Duplicate Content Basics and Definition
As its name indicates, duplicate content refers to content that appears on the web in more than a single location. By “location” in this situation, we mean a unique URL – duplicate content within the same URL is considered normal and not a problem.
As we noted above, duplicate content does not technically qualify as a penalty within Google’s SEO guidelines. However, it can have a negative impact on your rankings in several ways, including a simple concept: It makes it harder for a search engine to “decide” which version of similar (or identical) content is more relevant to a user’s query, and often will cause none of them to receive prominent placement on search results.
Why It’s Bad
As we also touched on above, duplicate content is an issue for both search engines and the people who run the sites they’re present on. For search engines, the lack of knowledge we mentioned regarding which version of content to include in an index is a big issue; in addition, the engine will not know whether to direct link metrics like trust, authority, link equity, anchor text and others. Finally, on top of these concerns, search engines will be confused about which version they’re supposed to rank for query results, resulting in a situation where some versions get good rankings and others don’t – or even some where none of the versions are ranked well at all.
On the other side of the coin is site owners, who may deal with significant rankings decreases and drops in traffic if duplicate content is discovered. Search engines will almost never display more than one version of the same content, and will instead choose between them – this dilutes the visibility of every single one of the duplicates that are out there. In addition, link equity is often diluted even further based on a simple theme: Other sites also have to choose between duplicate forms of content. Rather than 100% of inbound links pointing to the same piece of content, these links will be to varying different pieces, meaning link equity will be spread out. Inbound links are a prominent factor in search rankings, so this kind of diminished link equity may have a major negative impact.
How Duplicate Content is Created
To be clear, we’re well aware that duplicate content isn’t something most site owners or content creators generate on purpose. It’s usually created accidentally, but it’s likely more prominent than you may think – this is because there are a few ways it can be created if you aren’t careful. Here are the three most common ways you’ll see duplicate content come about:
Variations in URL: There are some URL parameters used in SEO that may lead to duplicate content problems, particularly in areas like click tracking or various forms of analytics code. Some of these issues are created by the actual parameters, but more often the problem is the actual order in which the parameters are placed in the URL. There also may be cases where session IDs play a role – users visiting a site are mistakenly assigned a session ID that doesn’t match up with the ID stored inside the URL. In still other cases, there are even certain forms of content that are made to be printer-friendly – when multiple versions of these pages are indexed, duplicate content may become a problem. For all of these reasons, we often recommend avoiding the addition of URL parameters or alternate URL versions, as there are alternative ways of getting this information into your pages.
HTTP vs HTTPS: For some sites, versions are different when they come with or without the well-known “www” prefix. The ideal format involves the version being identical for both these pages, or also situations where both http:// and https:// are used. But if these are separate and both live for search engines, you’ll have issues.
Scraped or copied content: In other cases, content from blog posts, info pages, editorials and other areas will be scraped or even directly copied. This is a particular issue for e-commerce sites that use product information on many pages, especially for sites that sell popular products you’ll also see on competitor sites.
Remedying Duplicate Content
The primary goal in fixing duplicate content concerns for your site is helping the search engine identify the “correct” duplicate. This involves the canonicalization of content, which can be done in a few ways:
301 redirect: The most common method, this involves setting up a 301 redirect from duplicate pages to the original.
Rel=canonical: This is a method that informs the search engine to treat the page as a copy of a specified URL.
Preferred domain/parameter handling: Within Google Search Console, you can set the preferred domain for your site, plus specify whether Googlebot should crawl different URL parameters differently.
For more on duplicate content and how to deal with it, or to learn about any of our SEO, PPC, web design or other online marketing services, speak to the staff at SEO Werkz today.
There are several important factors that play some kind of interconnected role in SEO and online marketing, and one that can’t be ignored in any marketing setting is security. Web and browsing security are huge themes throughout the industry, and even leaders in the field like Google are pushing themes that will increase overall security for the average web user – and one of the key tenets of this effort involves the use of what’s known as SSL, or Secure Sockets Layer.
At SEO Werkz, we’re proud to offer numerous search engine optimization and other online marketing services, including those who want to prioritize security and related themes – plus how these themes tie into other important variables like page rankings, user experience and more. What is SSL, what other terminology does this theme often go by, and why is this a vital area not only for your site’s security, but also for rankings and related themes? Here’s a primer to help you understand.
SSL Basics and Alternative Terminology
To understand what SSL is, you first must understand what HTTPS is. Short for Hyper Text Transfer Protocol Secure, HTTPS is an updated and more secure version of HTTP – the protocol that, for decades, has been used to allow data to be sent between a browser and a given website. HTTPS and SSL, while they stand for different things, are alternative titles for the same protocol.
By adding the “S” at the end, which translates to “secure,” the operation format here changed. Instead of information being exchanged freely between these two entities, all such data and exchange formats will be completely encrypted. Google’s publicly-stated goal is to eventually move to a point where all websites use HTTPS instead of HTTP, and they’re already well on their way to this goal, with nearly three-quarters of websites surveyed on Google Chrome using the updated version. This number will only continue to increase over the next several years, and sites still using the older HTTP will not only be out of date, but will risk both security and rankings issues.
HTTPS over HTTP
In case the above wasn’t enough to convince you, here are a couple specific reasons why you should strongly consider switching your site from HTTP to HTTPS:
Google preference and rankings: Not only is Google pushing HTTPS, it’s doing so by wielding its might as an arbiter of the internet. HTTPS was confirmed as a Google ranking factor all the way back in 2014, and remains one to this day.
User experience: In addition, the vast majority of web users today simply expect HTTPS and its level of security. If you do not have it, your site’s credibility could be negatively affected.
Reminders: Users will be directly exposed to your lack of security these days – ever since 2018, Google has been marking pages without HTTPS with a highly visible warning (before this, this was only done for pages with credit card info or passwords).
Our next several sections will go over a few more reasons why the move to SSL is so vital.
Ranking Signal Development
As we noted above, SSL was introduced as a ranking signal by Google all the way back in 2014 – but at the time, it was not one of the strongest signals used. Google gave some indications that they might eventually increase its prominence, but this was not initially the case.
And over time, these indications have proved true. Especially within the last two or three years, Google’s prioritization of web security has led to SSL becoming a greater and greater ranking factor, with SEO experts now well aware that it’s important for ranking above competitors. Research has shown the same, with HTTPS corelating to higher Google search results.
Visitor Security and Unencrypted Networks
While they’re slightly less common today than several years ago, it remains the case that many people use unsecured and unencrypted networks, such as public Wi-Fi networks, for web browsing. Those using these networks are potentially exposing themselves to security threats – but this is another reason for the major push toward HTTPS protocol, or SSL. This protocol protects user data, ensuring sites are encrypted and eliminating the use of certain phishing tactics like the creation of fake websites (SSL will spot these).
Possible Roadblocks
There are a couple reasons why you might be hesitant to make the move to SSL, including the following:
Cost concerns: Some site owners are worried about the cost of switching, whether it’s the price of a developer or webmaster, the fees for encrypting transmissions between browser and site, or others. SSL certificates may range widely in costs, from completely free up to around $1,500 per year – but instead of assuming any costs here, it’s important to check with your hosting provider for SSL options and compare them.
Fear of rankings loss: In other cases, site owners will worry that switching to HTTPS from HTTP will lose them their existing rankings. However, due to changes made by Google in recent years, this is no longer a big concern, and the switch here is generally seamless.
Basic Tips and Requirements for SSL Implementation
Here are some general tips and requirements for implementing SSL (HTTPS) on your site:
You need an SSL certificate for this to happen. Contact our team about acquiring one.
Ensure your WordPress host and CDN provider supports HTTPS, plus ensure all your external services and scripts have an HTTPS version.
Set aside significant time for the migration, which will not be brief. You may see rankings fluctuations during the migration while Google re-crawls your posts.
Be aware that you’ll lose social share counts unless you use plugins with share recovery, so you should obtain these services in advance.
Remember local citations, and to turn off caching plugins and CDN integration ahead of time.
For more on SSL (HTTPS) and why it’s important, or to learn about any of our SEO, PPC or other internet marketing services, speak to the staff at SEO Werkz today.
SEO Werkz is a full-service Internet marketing and Search Engine Optimization (SEO) services company offering results-driven services and exceptional customer support. Our web marketing services include Social Media, Link Building, Local Search, PPC, Content Creation, Web Design, and Retargeting.
