Fathom SEO Pulse: 9.17.15

Welcome to Fathom’s weekly SEO pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. Here’s what’s in the news this week:

“The Impact of Queries, Long and Short Clicks, and Click Through Rate on Google’s Rankings – Whiteboard Friday”

In this week’s Whiteboard Friday, Rand covers how CTR, long/short clicks and queries effect your rankings. In short, queries tell Google what terms are typically combined in queries (brand + product) and will start to rank those brands higher. Clicks and CTR indicate that people are interested in what the SERP level information is showing (meta title/description, snippet, domain, etc.) and Google will be likely to rank that page higher. Finally, long vs. short clicks point to how satisfied or dissatisfied users are with the content they land on. Google will rank a link with longer clicks higher that those with more short clicks. http://bit.ly/1F1hwM0

“Traffic and Engagement Metrics and Their Correlation to Google Rankings”

Although it’s nearly impossible to say “this metric directly effects rankings,” it is possible to see a correlation between the two. This post goes through many traffic and ranking metrics and finds their correlations with rankings. If a metric has a high correlation to rankings, you may be able to tell what issues you could fix on your site to increase your overall rankings. http://bit.ly/1EspVaO

“4 Reasons Organic Search Is Better”

In the past several years, digital marketing has gone from “living and dying by SEO” to a more diversified approach including paid, social and so much more. That has, in some cases, lead to forgetting how important SEO still is. Organic is still the highest traffic driver, provides “controlled traffic,” leads to long-term customers and longer visits and doesn’t heavily rely on investments like other channels do. http://selnd.com/1L1oWjr


“The 8 Most Common But Simple Missed Opportunities In Optimizing Content”

These 8 common SEO errors may seem to be common sense, but are often missed. Go back to the basics to find holes in your SEO. It’s often assumed that the titles and content are unique on each page, but have you checked? http://selnd.com/1NcIjI7

“Competitive Link Building Analysis For Your Industry”

We’ve all heard “link building is dead,” but many, including Patrick Stox, disagree. In this article, Stox shares “a process to analyze a given industry’s links in advance of performing outreach,” that will ensure you’re building links correctly and won’t be penalized. http://selnd.com/1JS4ex6

“How to Write Copy for More Than One Audience on a Page”

Multiple people could type the exact same thing in the search bar, but have completely different end goals. It’s your job to make sure that no matter the searcher’s objective, they find what they’re looking for when they land on your page. http://bit.ly/1OYv5fk

“3 Ways to Build Your Online Authority and Boost Rank and Reputation”

Matt Cutts has said, “To rank well, build a site so fantastic that it makes you an authority in your niche.” Becoming an authority online generally means that Google will give your site more weight and rank you higher. To do this, publish authoritative content, build authoritative links and build social authority. http://bit.ly/1Kdmhhx

“9 Valuable Tips for Your E-commerce Product Page Copy”

Product pages are a difficult bunch… In some cases, there are many sites selling the same products and product pages are usually harder to rank. Here are some ways to get your pages to stand out and increase in ranks. http://bit.ly/1FxCqx9


“Are You Making It Easy For Search Engines To Crawl Your Site?”

Before a searcher even sees your site in the SERPS, the search engines have to crawl your site. So, make sure the crawlers can access your site easily, quickly and without issues. By doing this, not only are you benefiting the search engines, but your users as well. http://bit.ly/1IYjeJ3

“Will the Rise of Mobile Apps Kill SEO and SEM?”

In short, no. Though the use of mobile apps has increased (and will continue to do so), people still need more information than apps can provide. Industry experts say, “SEO and SEM will still be there, but what will change is how SEO and SEM are done. Mobile data gives you the opportunity to largely improve the quality of search. The more data, the better search outcome you can deliver.” http://bit.ly/1UQSDEP

“Google 3 Pack Shake Up: 5 Ways to Adjust Local SEO”

Google recently changed its Local Pack from listing 7 locations to just 3. Chances are, your local business listings may have been effected. So, how do you proceed? Try making these adjustments. http://bit.ly/1KQeiNW

Key Takeaways

Here are our key takeaways that we’ll be sure to focus on moving forward:

  • The findings from this week’s WBF conflict with previous reports that CTR doesn’t affect organic rankings. In fact, it does! You just can’t “game the system.” Unless it’s natural traffic and real searchers, you aren’t going to get a good picture.
  • Look at more than just rankings and traffic numbers before deciding where to focus your SEO efforts. Click through rates, time on site, page views and bounce rates are great indications of how your site is doing and where it could be better.
  • Linking IS NOT dead! But, make sure that when you’re conducting link outreach, make sure you have quality “linkable” assets ready to go. This could be a blog post, infographic or even your own website. You want your potential partners to see that you have quality content to share and that linking to your site would be beneficial to both parties. At the same time, make sure you’re analyzing the sources you want to reach out to and make sure they’re quality sites as well.
  • A huge factor of semantic search is satisfying as many user intents as possible. Make sure you have all your different potential visitors in mind when you’re writing on your site.
  • If your site was dropped from the Local Pack, try not to panic. Look at your traffic data, it may not have been hit as hard as you thought. Then, look into what you can do to work your way back into the top 3.

That concludes your weekly pulse. Thanks for connecting with us!

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