0 Every Website Needs Organic SEO

• SEO
• by Alex Stepman
• 03.25.2021

Some form of search engine optimization (SEO) has existed since the mid-1990s. Although SEO remains obscure to some website owners, the popularity of website optimization is now nearly equivalent to bread. And yes, for many website owners, SEO is the best thing since sliced bread. In simple terms, SEO means marketing, and every business needs marketing. However, despite a seemingly endless demand for organic website optimization, many website owners have lost faith in SEO. The painful truth is that a significant number of so-called SEO companies have abused their customers. Disreputable SEO companies have extracted a lot of hard-earned money from unsuspecting clients without improving website visibility. If you're a new website owner, do not let yourself fall prey to a costly and unsuccessful website optimization campaign. Remember this crucial fact: most marketing companies or SEO professionals cannot achieve true organic optimization quickly. Despite what an SEO specialist might tell you, it is nearly impossible to optimize a website in only one or two months. Quick SEO Nearly Impossible—But Not Entirely Impossible A few top-notch SEO professionals can perform successful organic website optimization within a short period of time (one month or less) without causing harm to website ranking and visibility. Since this type of natural website optimization often requires aggressive change, make sure your SEO specialist is humble and attentive. The best SEO specialist is someone who can deliver quick, high-quality work while making you, the website owner, feel comfortable and happy. To make a good choice in selecting the right SEO company, please refer to this brief SEO Company Checklist. This checklist should give you a good idea of your minimum requirements for a trustworthy SEO professional. A true SEO professional is the best thing since sliced bread. Many website owners recognize this truth. Unfortunately, many website owners also believe that natural website optimization is not appropriate for their website because their product is not essential enough to attract a large customer base. One website owner told me: "I don't need SEO. I sell widgets. I don't sell bread!" This website owner assumed correctly that his product is only for a limited amount of people. And yet, he assumed incorrectly that website optimization and website visibility would not benefit his business. Of course, not every product is indispensable, like bread! However, of the billions of people that demand bread, undoubtedly a certain percentage also demands widgets! Organic website optimization is about finding your specific customers. Even if you think you're only catering to a small or local client-base, your worldwide numbers might surprise you! High-quality SEO can take you worldwide. Imagine, if you will, the famous Kama Sutra. How many people buy the Kama Sutra? Have you bought the Kama Sutra in the last five years? Have any of your friends or relatives bought the Kama Sutra recently? Probably not! Still, every time you visit Barnes & Noble, the Kama Sutra is available for purchase. Why? The answer is simple: I might not need it, and billions of others do not need it, but a certain amount of people do need it—enough so that the book remains profitable. Online business owners: do not limit yourself! Suppose you tell yourself your product is only for specific people and is not suitable for website optimization. In that case, you limit yourself from promoting your product or services to thousands of potential customers every day, week, and month. It's as simple as sliced bread, really--if you find the right guy to slice the bread! If you are looking for a trustworthy SEO agency, we encourage you to get in touch with SEO SPARTA, an SEO Agency of Bucks County, PA.

0 Do Not Judge a Website By Look Alone: Why Organic SEO is Crucial

• SEO
• by Seth Pollins
• 03.18.2021

The other day at a business card exchange I met two slim men wearing stylish sport coats. Both men were eating chocolate chip cookies, and their stylish clothes and amiable chatter made me briefly forget the actual purpose of the event: to exchange business cards. For a lovely moment, we talked about finely-tailored sports coats. I was charmed. However, when one of the men veered the conversation back to business, I was a bit confused. Introducing him and his partner as "IT Professionals," the man proceeded to talk in a way that made no sense to me. He might've spoken of an IGZO display and Targeted Tweets, but I can't be sure. Baffled, I pressed him to explain what he meant by "IT Professional." "We develop websites," he said. "Oh," I said, excited. "So you must know SEO?" "It is trivial," he said, finishing his final bite of cookie. "SEO," his partner said, laughing. "Most website owners can do SEO for themselves." So it seems: even two-well-dressed IT Professionals misunderstand SEO! If you're a new website owner and read this blog right now, let me tell you a secret: most likely, you cannot do SEO for yourself. I certainly do not mean to discourage you. I only mean to save you a tremendous hassle. Search engine optimization is crucial for any new website, and often a thoughtful SEO campaign marks the difference between a successful website or a failure. Unfortunately, as more website owners understand the importance of SEO, more try to perform their optimization techniques with the hope of quick results: the first-page placement in a week or month. We have seen many website owners dive into SEO this way--and drown. It is sad but true: time after time, we see website owners attempt to promote their websites quickly with absolutely no results. Often, results are not visible two, three, four, or five months later. At this point, after failing to perform a successful SEO campaign by themselves, many website owners yield to the alluring temptation of outsourcing. Yes, only after months of failure do most website owners decide to hire a professional SEO company. And again: they demand quick results.   I will tell you another secret: most SEO companies follow their client's wishes, even if these wishes are not in the client's best interests. Seeking quick results, most SEO companies end up continuing the faulty tactics that did not work in the first place. In truth, SEO is a process and not an easy process. A real SEO professional who works with honesty and integrity will tell each client a hard truth: real SEO cannot be performed quickly. Even if you have the proper SEO knowledge and a talent for algorithms, it is simply not possible to adequately optimize a website within one day, week, or month. The major search engines prefer this scenario. Most new websites only gradually attain higher rankings over other websites in the same industry. From Google's perspective, for example, the only way any website can truly be optimized is with the help of organic website optimization, and the very word "organic" implies a slow, natural process. This is why organic website optimization is often also called natural website optimization. Both words imply a slow, steady process: like evolution. Additionally, the major search engines will always give more credit to websites that already exist. Top-ranked websites have earned their placement over many years by consistently offering the best content and continually updating their website features to align with the changing dynamics of the search engine algorithms. So what happens when a hot new website shows up on the market? Of course, search engines do not mind replacing an old website with a new website in search rankings--but the new website has to earn it! Like the former top-ranked website, the new website has to prove that its website is better and that its product is better, cheaper, and more informative. Only then will the new website become King of the Internet. You know the old saying, "Do not judge a book by its cover." Well, Google does not judge websites on look alone. Just like an IT Professional, a website can look beautiful in its finely-tailored sport coat, but what if the website displays no true knowledge of SEO? Simply put: Google will not increase this website's ranking. Google doesn't judge websites by look alone--and neither should you!

0 Content is a King - SEO Content Marketing Strategies

• SEO
• by Alex Stepman
• 03.17.2021

SEO might be one of the most misunderstood concepts on the Internet. Most people do not even know that SEO is an abbreviation for "search engine optimization." Even those who do know about SEO often misunderstand its practice and purpose. A recent joke from Twitter proves the point:   Of course, this tweet is merely a lighthearted attempt to poke fun at SEO. Still, the implication is clear: SEO is about manipulating keywords (often referred to as "keyword stuffing"). Unfortunately, for some SEO professionals, this is true! A search engine's job is to deliver accurate information, and search engines rigorously investigate the content of all websites. For this reason, a website's content is crucial. Search engines like Google are hungry for new, exciting, and informative content. You never know what a visitor has in mind when browsing your site. You can only hope that your content, including the text, images, and video, will transform your visitor into a customer.   Natural (or organic) website optimization promotes a holistic view of content. A natural SEO specialist will understand that you cannot create content for search engines alone; you must create content for people too. Natural content benefits visitors and maintains visits to your website. Natural website optimization earned its name because its elegant simplicity makes sense: create "natural" and genuine content, and your site will attract visitors.   For this reason, it is crucial that a website's content is relevant to its specific product or service. Certain wayward SEO specialists practice "keyword stuffing," where keywords are excessively loaded into a site's content. To maximize relevancy, a developer might also apply the alternative text to every image on a website with a similar set of keywords. This practice is unethical and ineffective. A sophisticated search engine, like Google, can quickly identify keyword stuffing techniques.   A high-quality SEO professional eschews keyword stuffing in favor of well-written, thoughtful, and relevant content. The best SEO professional will employ a professional writer to create exciting content for your website. If you're thinking about hiring an SEO professional, make sure you ask the following question:   Who will create my content? Remember, for SEO; content is king!   If you are interested in an effective content marketing strategy, we encourage you to outsource this work to us. Learn more about how we perform the content marketing strategies and get to know your local SEO company in Bucks County, PA.

0 Attract the Right Customers to Your Business With Organic SEO

• SEO
• by Alex Stepman
• 03.16.2021

Search Engine Optimization (SEO) should be an essential part of any digital marketing strategy. And indeed, today, SEO is a standard feature for most savvy websites. SEO is cheaper than any other form of online advertising—and, if executed correctly, will produce only positive results and exceptional Return On Investment (ROI). But wait! Before you read on, you should know: You do not necessarily have to pay for your website to be visible on the first page of the world’s major search engines. With Organic SEO, also known as “natural website optimization,” you can achieve the benefits of this form of online advertising FREE. SEO Sparta tells you exactly what to do. If you have the time, we encourage you to learn Organic SEO. If not, we encourage you to contact us now.   Marketing is an Engine of Your Business Every new business needs some kind of marketing strategy. After all, to attract customers, a new business must first let the world know about its existence! Often, new businesses attempt to discover customers by advertising in newspapers, magazines, brochures, or on the radio. Unfortunately, many new businesses receive absolutely no returns from this form of advertising. Why? Many consumers today do not read periodicals or listen intently to radio commercials, and those who do might not distinguish one ad from the overabundance of other ads. Among those consumers who do notice an ad, most are not interested in the product or services.   For a new business, finding customers can be costly and ineffective. Why not let the business come to you? Organic Search Engine Optimization empowers potential customers to find your website. When optimized for search engines, your website will be visible to the exact customers who are looking for your product or service.    Organic SEO requires time and effort. However, once your website is fully optimized, it will only require maintenance to remain visible on the first page of major search engines like Google, Bing, and Yahoo. If you want to hire an SEO professional, you should know: Only a few companies perform Organic SEO services. You might try to Google a reputable Organic SEO company. But we can save you the hassle!   Organic SEO in Bucks County, PA SEO Sparta is the first choice for a reputable, high-quality Organic SEO company in Bucks County, PA. We optimize your website to appear on the first page of major search engine results without additional costs. Most of our competitors use a different approach: Pay Per Click (PPC) advertising. PPC can be effective. However, PPC is very costly. Also, like other traditional advertisements—the periodicals and radio ads noted above—the success of PPC is entirely dependent on your advertisement budget.   SEO Sparta’s website explains the major difference between Organic SEO and Pay-Per-Click (PPC) services. And we tell you every SEO secret for FREE. If you have the time, we encourage you to learn Organic SEO. If not, SEO Sparta can help you optimize your website. To get started now, please call one of SEO Sparta’s highly experienced representatives at (215) 900-9398.

0 Google SEO Myths: Fact or Fiction

• SEO Algorithms
• by Seth Pollins
• 03.07.2021

Two years ago, Google released a new video series, "SEO Mythbusting," which explores popular SEO misconceptions. The series features an interview format hosted by Google's Martin Splitt, a "developer advocate," who interviews not only fellow Googlers but real SEOs. The topics are mostly technical, including bots (AKA crawlers), Java, and the sometimes fraught relationship between SEOs and developers.  Mythbusting is a central challenge for the SEO community, and this video series defies one of the most pervasive myths about SEO: that Google is at odds with SEO.   This myth, which is often perpetuated even by well-meaning SEOs, pops up whenever Google announces a new algorithm update and specific sites lose rankings. At SEO Sparta, we often hear a common lament from clients: "we've been punished."  This implies Google targets specific sites. This is rarely the case (although some organizations, like e-Ventures, have claimed otherwise in lawsuits).  These sorts of myths harm SEO because they imply that optimization is contingent on nebulous factors--like the whims of Google's algorithm developers. Nonsense.  We applaud any attempt to dispel SEO myths. We're devoting this week's post to a few common Google SEO myths. We cut through the nonsense to answer a simple question: fact or fiction?  Google and SEO are Enemies: FICTION Google changes its algorithm frequently. The website Moz has a page devoted to Google's Algorithm Change History, which cites a popular SEO statistic: "Each year, Google changes its search algorithm around 500–600 times." The number could be more or less. Most of these changes are minor. Google only occasionally introduces a "major" algorithm update--like the recent "core" update, Florida 2--that fundamentally changes search results. Google's significant updates often present headaches for even knowledgeable and successful SEOs. And yet, website optimization is a collaborative effort. With each algorithm update, Google creates new guidelines for webmasters. Some complain about the hassle of adapting to these ever-changing guidelines, but any good webmaster understands that Google's purpose aligns with SEO's: to deliver relevant information. The best SEOs work with Google to create clean websites with searchable, relevant, error-free, and informative content. From Google's view, this is how the search engine improves. This is why Google is transparent about its algorithm updates (although some SEOs, perpetuating another myth, argue that Google obscures the details). Algorithms Changes "Punish" Websites: FICTION A significant element of the Penguin algorithm is its focus on bad links. In the past, Penguin has downgraded some websites for bad links. And yet, as Search Engine Land once reported in anticipation of a Penguin update, Google does its best to allow these sites to recover: "Google could have done a Penguin update more frequently, but they want to push out an update that makes both webmasters and users happy. So they are working hard on making both happy. [Google] also said that if you disavow bad links now or as of about two weeks ago, it will likely be too late for this next Penguin refresh. But [Google] added that the Penguin refreshes will be more frequent because of the new algorithm in place." Even in the SEO world, it is a popular misconception that algorithm updates are a form of punishment. This "myth" is false. The updates are a form of teaching: Google is teaching webmasters how to improve the Internet. With each update, Google explains why the new algorithm is necessary, what will happen if you don't follow the rules, and how to update your website to meet the new standards. Yes, Google reveals this information. You might not know where to find it, but it exists. A well-trained SEO professional will always stay up-to-date with all the primary SEO techniques and updates. SEO is Technocentric: Part, FACT, Part FICTION  Googlebots. JavaScript. Gateway pages. Meta tags. To optimize for Google, many newcomers believe, one must adapt to the language of SEO, which is often dismissed as technobabble. For many, even the language, as obscure as it might seem, is not as inscrutable as optimization itself. Many website owners see SEO as technocentric, an esoteric art practiced only by development experts. This is the essential myth Google hopes to dispel with its video series: By presenting the technical aspects of SEO straightforwardly, the series will likely convince many naysayers that SEO is a simple part of building, managing, and promoting a website. SEO does require technical knowledge, but the cornerstone of SEO is not development. Most SEO campaigns are based on the simplest element of marketing: content. With appropriate keywords, SEO attempts to create dynamic content.  However, technical SEO knowledge can make a significant difference for content, and technical SEO can make the difference between successful and lackluster content. SEO for Google Requires Specialized Knowledge: Fiction "Each year, Google changes its search algorithm around 500–600 times." SEOs often cite this statistic to affirm the value of SEO: No business has the knowledge to track Google's changes; only a professional can track and react to the algorithm. SEO does require specialized knowledge--yet this knowledge is readily accessible online, from a diversity of sources, including Moz, Search Engine Land, and the SEO Sparta Blog.  The problem for most SEO newcomers (especially small business owners) is time. Separate Fact from Fiction with an Honest SEO Firm: SEO Sparta SEO Sparta has optimized websites locally in the Bucks County, PA, area and globally for nearly two decades. We pride ourselves on the simplicity of our style. We hope to democratize the practice of SEO by explaining its elements in clear and precise terms. When we use jargon, we strive to explain its meaning. If you ever have questions about our posts, please leave a comment. Or better yet, call us today: 215-900-9398. Cover Photo Source

0 How to Write Relevant Content

• SEO
• by Seth Pollins
• 02.13.2021

Search engines prefer relevant content. Warning webmasters about "little or no original content," Google suggests "relevant keywords": "One of the most important steps in improving your site's ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content."Relevant content satisfies a browser's keyword search. Google's goal is to produce relevant results. Yet relevant content is more than keywords.To think of relevant content strictly in terms of keywords--as many SEO firms do--is to limit what the best content can do. Yes, relevant content should satisfy a browser's query, but the best content also inspires visitors to return for more. A website's design and development can be optimized with SEO. Content creation requires different ways of thinking. Perhaps for this reason, the term "content marketing" is often used to describe the "creative" work that online marketing firms historically attributed to SEO. As Jayson DeMers notes in his piece on content marketing:"Content marketing is the process of creating and distributing valuable pieces of content, whether they’re for information or entertainment value, for the purposes of growing an audience."For content marketing, repeat visitors is key. What Demers calls "valuable content" here is what we call "relevant content." In both cases, the best content satisfies a browser's query while also offering a sense of "value," and possibly a "surprise" that intrigues visitors, inspiring them to return for more. The SEO world offers many guides on creating "relevant content," and many suggest optimizing the technical aspects of your content, such as the meta tag, alt tag, and heading.  Keyword research is crucial. Before researching keywords, however, SEO guru Neil Patel suggests discovering your ideal user's intent: the user's goal when performing a query. This goal can be defined, Patel suggests, in three ways: Do something – commercial queries: “Buy a lawn mower online”  Know something – informational queries: “2015 gas lawnmower customer reviews”  Go somewhere – navigational queries: “Craftsman website” What does your ideal customer want to do? And how will you help them do it? When writing content, the goal for a good website is to produce content relevant to a specific audience. What is relevant for one brand's audience is irrelevant for another. Specificity is key.After discovering user intent, keyword research is a relatively straightforward process that begins with common sense and ends with strategic thinking.The point is to position your new content to compete against the current top ranking content. To do so, we suggest starting with a few working keywords, Googling the competition, using a keyword research tool, refining your keywords, and finally, Googling the competition for your new, refined keywords. Provide True Value It is important to match browsers with accurate queries--to give them what they're looking for. Unfortunately, most people in the SEO community are merely focused on satisfying a browser's query.The purpose of relevant content is to provide value. Valuable content speaks precisely to a brand's core audience, defining, explaining, or meeting the audience's needs and desires. Valuable content can also compel an action--ideally a conversion.To create valuable content think about the nature of the content: language, video, or pictures. Think about content that performs several functions at once. Excellent content might convey information about a product and make a connection to the reader.To create relevant content, make sure each and every piece of content serves multiple purposes. This is especially important for websites whose content is perceived as marketing fluff. Do not write marketing copy. Write real content for real people Strive to make a connection. The Element of Surprise Relevant content feels necessary--content that stays with the browser after the experience. While being timely, relevant content aims to make an impression. To stand out from a surplus of timely content, offer meaning. Content that stays with people will inspire them to return for more. However, to inspire repeat visitors, you must give the browser more than what they're looking for. Delight, like the best comedy, is a surprise. While satisfying and even delighting, great content can also transcend or even upend users' expectations. You can tick all the SEO boxes--the tags and headers and keywords--while also offering an element of surprise. But here's the thing: Surprise should not be some artificial gesture; surprise can come from the content itself. The key is to be one-of-a-kind. Offer a fresh take on a common theme. Say something new. Or, if you can, say it in a new way. This is the essence of content that will feel genuinely relevant and inspire people to return for more. Content Marketing with SEO Sparta Do you currently have a content strategy independent of SEO? Does your brand create relevant content? SEO Sparta optimizes website worldwide and local websites near our Bucks County, PA, offices for content. We can help you build a content marketing strategy.  SEO Sparta combines traditional marketing methods and organic SEO, emphasizing natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns. Contact us today. Or call to learn more: 215-900-9398. [Photo Source]

0 Local SEO Best Practices: Three Simple Tips

• SEO
• by Seth Pollins
• 01.15.2021

Are you a local business owner? Local business owners make up a majority of our readership. For that reason (and others), we tend to focus a great deal of content on local SEO. In this post, you'll find a host of tips and invaluable links for local SEO and local online marketing content. If you have any questions, please contact us.  In the summer of 2019, Search Engine Land's Greg Sterling reported on the results of two significant studies on local SEO--what Sterling refers to as "local marketing." Sterling's term is relevant to most local businesses' goal: To succeed online today, local businesses must create holistic marketing campaigns that utilize all possible venues. Considering the ease of using online venues, it's surprising that many local businesses fail at the basics. As Sterling notes, both of these studies revealed that "many multi-location brands and local marketers are not following basic local and SEO best practices." It's no wonder, then, that brands who do take advantage of the basics outperform the competition: "The study found that the top performers had sales growth 3x the average...Category leaders had 2x sales growth." So how do these brands do it? What are local SEO best practices"? Local SEO Best Practices Claim/Verify Online Business Listings By far, the easiest part of creating a local presence online is claiming/verifying all available online business listings, including listings on Google My Business, Facebook, Yelp, and Yellow Pages. Surprisingly, not all businesses claim their listings. As Sterling notes: "One might have expected nearly 100 percent of locations for these brands to be claimed/verified across Google, Facebook, and Yelp. [One study] found, however, that on average, 78% of locations were claimed. Google had the highest percentage (85%), while Facebook had 74% and Yelp had 75%." Of course, these statistics represent a competitive advantage for local businesses. When you claim/verify your online business listings, you exercise greater control over your online presence--as well as your reputation (see below). You control the images and information on any given site and assure that all information is relevant, correct, and positive. Of the businesses who do claim their listings, these studies found that Facebook "featured the most local engagement, by far: Nearly 75% of franchise locations were posting content on Facebook." This emphasis on Facebook represents another great opportunity: Too many businesses ignore a veritable gold mine for SEO: Google My Business. To learn more about how we help Bucks County, PA area businesses grow their business by optimizing Google My Business, check out our Brand Reputation Management page.  Use Your Listings for Online Reputation Management (ORM) Of course, once you claim your listings, you can optimize them by using them. Too many business owners claim their listings and then let them lay dormant. That's a bad idea. As we noted above, most people understand the functionality of Facebook, but many people are surprised to learn what you can do with Google My Business. For more about creating "posts" or "special offers" on your Google My Business account, check out Google's advice: Read: "Make Great Business Posts" You can also use your listings as a tool for interacting with customers--especially by responding to reviews, both positive and negative. This is perhaps one of the best ways to improve your online reputation. The two local studies found relatively low response rates for reviews: On Facebook, only 48% of locations responded to consumer reviews; on Google, only 36%; and on Yelp, surprisingly, only 16%. This represents another competitive advantage for brands who do decide to respond. As Sterling notes: "Multiple studies show that consumers expect a response to their reviews (especially negative/critical reviews) within 24 hours and often much more quickly. This was a major area of weakness and potential improvement for these brands." For more on managing your ORM, check out a few posts from our blog: Read: "Do You Need ORM?" Read: "Effectively Manage Online Reputation and Customer Reviews" Take Advantage of Barnacle SEO Using these online properties is leveraging the massive SEO capabilities of major sites like Facebook and Google. This sort of SEO was termed "Barnacle SEO" by Moz: "When ranking for incredibly competitive keywords just isn't a possibility, you can make like a barnacle on a ship, attaching yourself to the big sites that are." In this way, you can optimize your online properties on these sites in much the same way you optimize your local website. Think about ranking factors for each specific venue and how you can optimize these factors for better results. As Sterling notes: "The study also found that better GMB reviews correlated with higher rankings on Google, which makes sense since reviews are a local ranking factor." But don't forget to utilize any online property that can give you visibility. For example, don't ignore Yelp: "Yelp appears in the top five search results for 92% of Google web queries that consist of a city and business category." As Sterling notes: Beyond its status as a consumer destination, it's an essential site for "barnacle SEO."  Google-Based Online Reputation Management with SEO Sparta Are you taking advantage of online marketing tools, like Google My Business? By taking advantage of the newest online marketing strategy, ORM, you can attract more customers to your local shop. Alex Stepman, of SEO Sparta, offers a Google-Based Online Reputation Management, which helps brands "leverage the influence of the key player in ORM." To learn more about how you can boost your ORM and SEO with Google My Business, call SEO Sparta today: 215-900-9398. Photo Source: "SEO Basics: What is Local SEO"  

0 Is Website Ranking Important?

• SEO Algorithms
• by Seth Pollins
• 12.11.2020

The term "website ranking" is a popular way to define website performance. Unfortunately, most business owners do not understand how a website's ranking affects a website's performance. And digital marketing firms often promote website ranking services for specific keywords without detailing the advantages (or possible disadvantages). The presumed "value" of a high website ranking is taken at face value. By promising a high website ranking, a digital marketing firm may make a good impression--but the promise is often empty. For website owners, empty promises translate to wasted money. The situation is confused because website ranking is often not clearly defined by digital marketing firms. Alex Stepman, the founder of SEO Sparta, notes that many people confuse website ranking with PageRank.  So what's the deal? What is website ranking? And what is PageRank? Website Ranking & PageRank In the SEO community, website ranking is often correlated with (or confused with) PageRank--Google's first dedicated algorithm for sorting and ranking web pages. When it was introduced, PageRank worked on the premise of links: "PageRank work[ed] by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites" (Source). In the past, SEOs emphasized links to achieve high placement on the SERP (search engine results page). During this time, PageRank was logically linked with "website ranking." The higher your PageRank, the higher your website ranking. At the time, PageRank was easily identified in the Google Toolbar. Website owners could see the "value" of their website based on a simple, numerical system. The most popular websites enjoyed a PageRank of 10. The least popular had a PageRank of 0." When PageRank was the only ranking factor, a 10 was a good indication of popularity. Today, however, Google uses more than 200 ranking factors, and PageRank's importance has diminished. When a user performs a Google search, Google delivers the most relevant results, but even on the first page results, not all websites enjoy a high PageRank. Even without a high PageRank, many websites appear on the first SERP. These sites have optimized for other factors, including quality content. Recently, when speaking to a few Philadelphia-are clients of SEO Sparta's SEO services, Alex said: "Do not confuse the issue. A PageRank score is not the same as a website ranking. Your website ranking is the spot your site holds on the SERP, which can be revealed by a simple Google search or by trying any number of tools." Is Website Ranking Important? A few years ago, Search Engine Land asked, "Do organic keyword rankings matter anymore?" "With the evolution of paid advertising and expansion of universal search," wrote Julia Connors, "as well as Google's continuous efforts to provide consumers with content that resolves their demands...the opportunities attached to traditional keyword rankings are diminishing at an alarming rate." Still, a high ranking is not without value. Industry studies about website ranking often reveal similar results: The first SERP attracts most of the traffic (some estimates say up to 90%).  However, a high website ranking alone does not necessarily equate to profits. First, you must attract a click--and then a conversion. And this is why equating website performance with website ranking is misleading. As Connors notes for Search Engine Land: "One of the problems with keyword rankings is that any consumer can click through to a website and immediately leave because the title tag and meta description didn't align with the content of its associated landing page. Ranking first on Google does not mean that every visitor is going to turn into a paying customer because of how limited keywords are for understanding granular details associated with online consumers." So website ranking matters, but not as much as a click and a conversion. Beyond Website Ranking: Website Optimization with SEO Sparta Alex Stepman founded SEO Sparta to help small to medium-sized businesses build and promote websites that inspire clicks and conversions. For more information, call Alex at SEO Sparta today: 215-900-9398. Photo Source: "What is in PageRank? A Historical and Conceptual Investigation of a Recursive Status Index"

0 SEO 101: Domain Age & Website Updates

• SEO
• by Seth Pollins
• 11.06.2020

Does your older website enjoy a high ranking? Perhaps your website is a beneficiary of domain age--the age of an active and accessible website.  We know domain age influences ranking--usually in a positive way, unless the data is "stale," as Matt Cutts, Google's old Webmaster, notes in this vintage SEO video (which is still relevant). In this video, Cutts answers the question: "How does Google determine domain age, and is it important for ranking?" "The difference between a domain that's six-months-old versus one year old is not that big at all," Cutts says. Of course, this is not the same as saying the difference between a domain that's six-months-old and six-years-old is not that big at all. In terms of SEO, the latter, older domain will have had more time to build page and domain "authority" and backlinks. Yet, even beyond SEO optimization, many SEO experts believe domain age is essential. In his list of 200 Google Ranking Factors, Brian Dean of Backlinko cites domain age first, yet he adds the Cutts quote above, and notes, "In other words, they do use domain age…but it's not very important." Neil Patel, on the other hand, cites domain age as one of the top reasons sites rank high on Google when they are not optimized: "Most of the sites that rank high are at least a few years old. Sure, most of these older sites have more backlinks and content as they have been around for longer, but not all of them. What I've noticed is that if you take a brand new website, build tons of relevant links, and add high-quality content, you still won't get as much search traffic as older sites will." Based on our observations at SEO Sparta, we agree with Patel's assessment: older sites often rank high, with or without good SEO. We've noticed this trend is especially true for our local SEO clients in the Philadelphia area: Like your good old neighborhood store, age explains a great deal of a business's popularity. So, even without ongoing SEO optimization, a site can maintain a high ranking in industries with little competition. Of course, it is best not to rest on your laurels. A previous optimization campaign might've boosted you to the first page. Without change, though, your website will appear "stale" to Google. In fact, without change, you essentially create an opening for a new, optimized website to take your place--and perhaps your profits. How to Update Your Website Age matters--but age is not enough. If you enjoy a high ranking in a highly competitive industry, you must evolve to face new competition. In the end, content is much more important than age. In this way, it is possible for a new site to beat a site that has benefited from domain age. For websites old and new, the goal is clear: To maintain a high ranking, you must create dynamic content.  Read: "How to Build an Optimized Website: Content" In practice, however, change is not merely about creating dynamic content. Change can also be about refreshing old content and updating your website's data. Refreshing Old Content  Even older websites with good traffic, which rank high with a variety of links, can suffer from a decrease in the factors that had once inspired a high ranking--like great content. As Erin Everhart notes at Search Engine Land: "That old content is probably still ranking well, but it's outdated — technology has changed, new information has been presented, or there's a better way to accomplish the same task." The key for any website is to find pages that rank well, or once ranked well, and refresh the content in a way that increases the page's current relevance. To do so, we suggest optimizing for new keywords and re-promoting.  Updating Your Website's Data As Matt Cutts says, a "finished" website is a "stale" website. A fast, appealing site is a great beginning. However, too many small businesses stop at the beginning. Over time, a website that does not update its website data risks losing traffic and rankings. To meet the demands of today's browser, you must improve your content and your website's underlying structure. A static site will falter. A dynamic site will maintain rankings and increase traffic. An SEO Company That Understands The Importance of Change: SEO Sparta To build a useful, fully-optimized website, you need a web development company that understands SEO. SEO Sparta is a rare company that offers a host of SEO and marketing professionals to optimize your website. Call today to learn how you can improve your website's performance: 215-900-9398.  (Cover Photo Credit)

0 SEO 101: Rich Snippets & Structured Data

• SEO
• by Alex Stepman
• 10.23.2020

What is a rich snippet? What is structured data? Both of these terms, which refer to the what and how, respectively, of search results, should be self evident to SEOs and digital marketers. However, when researching the topic, beginners often confront complex definitions. One of the top results for the search "what is structured data SEO", a Moz article by Bridget Randolph, admits its own complexity five paragraphs in, urging readers to click to a cheat sheet. When researching SEO terms, it's important to discover the best explanation for your knowledge level. Most top results refer to articles written for SEOs. This is certainly the case when Moz appears on the SERP. We think Moz is a wonderful resource. However, beginners may need to look elsewhere. So here is our latest SEO 101, a streamlined definition of rich snippets and structured data. What is a Rich Snippet?  A "snippet" is the part of a search result that describes the content of a page. A snippet often includes the basic facts: On Google, the "title" of the web page is blue and the "page address" is green. The snippet is the date and simple description.  A snippet is old school search--it is not an example of a rich snippet.  A "rich snippet" is an enhanced search engine result. A rich snippet provides more information or context than a simple snippet. Rich snippets are common for e-commerce sites, and the "enhanced" features may include product ratings and extra text. The advantage of these "enhanced" features is obvious. On a SERP (search engine results page), rich snippets stand out from regular snippets, and may attract more clicks. So how do you make sure your website's pages reveal "rich snippets"? You must "mark up" your site with "structured data." What is Structured Data? Structured data is a type of code applied to your website that enables search engines to provide a richer representation of your content in search results. Structured Data refers "to any data that resides in a fixed field within a record or file" (Source). The purpose of  this universal "structured data" is to simplify the process of coding: "Structured data has the advantage of being easily entered, stored, queried and analyzed" (Source). "When you use structured data to mark up content," Google says, "you help Google better understand its context for display in Search, and you achieve better distribution of your content to users from Search." The "mark up" Google refers to here is a standardized code "vocabulary" developed by the major search engines, including Google, Yahoo, and Bing, to enable a website to add structured data to its pages. All of the structured data vocabulary supported by the major search engines can be found on a joint project called Schema.org. What is Schema.org? Schema.org is often referred to as "the future of SEO" for a simple reason: It offers a structured set of codes that, when used appropriately, enable the major search engines, including Google, Yahoo, and Bing, to offer a richer portrait of your content in search results. This Google-led initiative is yet another example of how Google tries to partner with website owners and content producers. The "schema" on Schema.org simplify the work of producing content for the search engines, which helps both the search engines and you. The benefit of this project is the variety of "content types" supported by the vocabulary. For each type, a webmaster uses a specific mark up to enhance  search results. As Google notes: "A variety of content types qualify to appear in rich results. CreativeWork is a schema.org type definition that applies to qualifying content produced for reading, viewing, listening or other consumption, such as news articles, recipes, and videos. Other content types, such as products and local business listings, belong to the commerce category, which is a custom category we use to describe schema.org types generally intended for retail purposes." The operative word in Google's above quote is "rich." Creating a structured data markup for any of the above content categories will help your own web pages qualify to appear as "rich snippets."  Right now, structured data is available to mark up twelve different types of content on Google's Structured Data Markup Helper, including: Articles  Events Movies Software Applications Book Reviews  Job Postings  Products TV Episodes Datasets Question & Answer Page Local Businesses Restaurants  Understand the Complexities of SEO with SEO Sparta SEO Sparta, a Philadelphia-area SEO firm, combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective digital marketing campaigns. Our SEOs understand how to use structured data to benefit your specific content type. For more information, call today: 215-900-9398. (Cover photo source)