The objective of this tutorial is to teach you how Google wants things done post Panda/Penguin
so you know how to maximize your search engine results. This includes more precise URLs,
optimized page titles, and improved web content.
STEP 1. CONSOLIDATE YOUR URLS
Consolidate your URLs to make them user-friendly. Don’t just add keywords for SEO; think
about creating an easy way for people to find you. One option for simplifying a URL is to have
just your company name and location, i.e. www.yourcompanyname/yourlocation.
Use short simple phrases or even just one word to make your URLs easier to find, use and
share, especially on sites like Twitter and Pinterest. Using keywords is not wrong, but shorter
isbetter as shown below.
Blog URLs no longer need the entire blog title. You can summarize your title with the
appropriate keywords in the URL, which makes it shorter and simpler as in the example below.
Notice the highlighted title below is NOT the URL. You don’t have to accept the WordPress
URL–you can change it.
Here’s another example of how to consolidate a website URL. Notice that the URL on the top is
very long and complicated, while the one on the bottom is simpler and easier to share.
STEP 2. OPTIMIZE PAGE TITLES
In Google’s Post Panda/Penguin environment, and because of the merge with Google+, the
company name is becoming more important for rankings than any keyword. So it’s better to
create meta titles and meta descriptions that emphasize your company name and what you
do versus a page title with just keywords. This is especially important on the home page of your
STEP 3. WEB PAGE CONTENT
No blocks of text
To ensure that your website is user-friendly, performing well and converting, avoid blocks of
text as in the example below. Today’s users will not read them.
No duplicate content
Duplicate content, i.e. content found on other sites, can cause Google to devalue your website.
The graphic below shows two ways to check whether your site has duplicate content. If you
find it, remove it.
Make navigating through your site user-friendly, not just SEO friendly. Navigation plays a huge
role in ranking and on-page optimization, so have your links stand out in whatever way makes
sense. Here are examples of good and not-so-good navigation designs.
Don’t be afraid to make your links stand out with buttons, colors, etc. When someone comes to
your page, you want them to immediately know where to click.
Great Calls To Action
Whether simple or fancy, a great call to action will improve your on-page optimization, improve
your users’ experience, and decrease your bounce rates. Google wants people to engage in
your text and then do something. “Review Us” buttons can also be considered a strong call to
Provide a valuable on-page experience for users by ensuring that your website integrates easily
and is fully optimized on mobile devices, especially smart phones and tablets. Otherwise,
people will leave your site, which will rank you lower in search engine results.
Check Top Pages – Can You Do Better?
Use Google Analytics to check how your top pages are performing. If performance is poor, think
about what you could do to re-design the site and make it user-friendly. For example, if you see
a high bounce rate, it means that people are not interested in what’s on your site and are
leaving it quickly. See what ideas people are searching for and optimize your page for that
information. Having a cool design is less important than having information that your users
want to find.
Awesome Page Titles
Instead of thinking like an SEO person, start thinking like a newspaper editor and come up with
creative and interesting page titles. Rather than keyword stuffing, create something that will
catch your readers’ attention.
You can replace content blocks that no-one will read and yet still provide good information by
switching to dynamic content. This is content that is always changing so your site continually
ranks as important on Google. See below for examples of dynamic content and how people can
engage in your company.
Update Or Remove Content / 301 Re-Direct / Canonicalize
If you have content that no one reads but continues to rank high in the search engines, update
or recreate the page by adding dynamic content or other relevant information. Then
automatically re-direct users who click on the old page to the new page. This is very effective in
improving your rankings in Google’s Post Panda/Penguin environment.
Successful social engagement means content that is natural, not forced or awkward. Author
tags are a very good way to engage people in your brand. The graphic below provides some
examples of how to create successful social engagement.
Good content does not have to be text, and videos are a fantastic alternative. Both Google and
users value video content as highly as text or other content types. Videos are also dynamic
content so they can help to keep your site fully optimized.
TIP #1: FOCUS ON USERS
Give user experience a priority when creating content.
TIP #2: DEVELOP EXPERTISE
Become an expert in your field and publish that on your website.
TIP #3: VERIFY SITE PERFORMANCE
Track your pages to make sure your site is performing. If not, change it!
To successfully improve your on-page optimization in Google’s post Panda/Penguin
environment, follow these steps:
- Keep your URLs simple and easy to read. They no longer have to be keywords or a blog title in order to produce good search engine rankings.
- Create meta titles and meta descriptions of your pages that show your company name and what you do, not just keywords.
- Build awesome content using the examples discussed.
Forget what some SEO person told you about creating websites and start focusing on how to
make your site attractive to users. Boring, dead content might have the right keywords, but no-
one will want to read it. Use the information in this tutorial to create sites that simultaneously
get people engaged in your products and rank high in Google’s search results.