Weekly SEO news: 13 October 2015
Welcome to the latest issue of the Search Engine Facts newsletter.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How to optimize the home page of your website

The home page of your website is the most important page of your site. It's the page that most people will see. Your home page must convince visitors that your website is interesting, and it must enable visitors to find the other pages of your site.

website home page

Your home page is not about keywords

The main purpose of your home page is not to rank for your keywords. The home page of Amazon.com does not have high rankings for the search terms "lcd tv", "gardening equipment" or "buy books". That's what the other pages on Amazon.com are for.

The home page of your website has the following purposes:

  • Welcome the visitor on your website.
  • Describe in clear terms what your product or service is.
  • Guide the visitor to the interesting pages on your site.

If you want to get high rankings for particular keywords, optimize other pages of your website for these keywords. The more pages you optimize, the better. In general, you should optimize one page of your website for one search term.

A web page that is highly relevant to one search term is better than a web page that is somewhat relevant to many search terms. If you optimize many of your web pages for different keywords that are related to the same topic, you'll show Google and other search engines that your website is relevant to that topic.

There are some keywords that are relevant to your home page

The home page will get high rankings for a limited set of search terms:

  • Your company name.
  • If you offer local services (for example "plumbers"), your home page might rank in local searches.
  • If your company name contains keywords, the site might rank for these keywords if they aren't too competitive.

In addition to these keywords, the home page of your website can rank for other keywords if they are closely related to the company. In general, it is more likely that other pages of your site will rank better for these keywords. Of course, both the home page of your website and the individual pages of your site need enough backlinks to rank.

How to optimize your home page

Although you should optimize the individual pages of your website for particular keywords, there are still some things that you can do to optimize the home page of your website:

  • The title of your web page should focus on your company name, your main product and the main benefit that your company provides.
  • Your home page should contain a structured menu that offers access to all important areas of your website.
  • Your home page should communicate the main benefit that you provide with your products and services.
  • Your home page should contain good product images.
  • Your home page should have a clear focus. Do not add too many links. The pages of your website should be available through the navigation menu and/or a search box.
  • Add your contact information to show your website visitors that your website can be trusted.
Check the basics

Search engine optimization only leads to results if the basics are in place. That means that your website must be quick and accessible, that there are no technical errors on your pages, etc. You can use the website audit tool in our web-based Internet marketing tool SEOprofiler to check your web pages for errors that can cause ranking problems.

The Top 10 Optimizer in SEOprofiler will help you to optimize the pages of your website for the keywords that are related to your business. If you haven't done it yet, try SEOprofiler now:

See plans & pricing

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2. Search engine news and articles of the week
Being outranked by a scraper site? Google says it's your problem

"Speaking at SMX recently, Google Webmaster Trends Analyst Gary Illyes stated that, if you are being outranked then it's probably a problem with your site. [...]

Either way, it did send the message that Google clearly thought this was a problem. So, given this latest statement, can we consider that Google has solved the issue of scrapers? I'm not so sure."

GoogleGoogle: how to remove low quality thin content

"[Google's Gary] llyes did make an interesting recommendation for those who are removing thin content for Panda reasons.  Rather than simply use a 404 or a 410, he strongly recommends that webmasters should use noindex on those pages, ensure those pages are listed in the sitemap or add them to the sitemap and then submit the sitemap to Google. [...]

It is also worth noting that Illyes said he does also recommend improving or adding more quality content over mass removal of perceived low quality pages from a site impacted by Panda."

How Google won the PR battle over SEO, and why that’s a good thing

"Rather than working tirelessly to trick search engines, modern SEO practices more or less work for Google — fighting spam (instead of producing it) and creating great content for Google to dish up to their users.

This doesn’t mean that SEO is dead (despite all the click-bait and misinformation to the contrary). It has simply, finally, matured. Understanding how Google has shaped the current SEO landscape is the first step to taking full advantage of search in promoting a brand."

GoogleWe let Google manage our [AdWords] account, here's what happened

"I can't tell you how many business owners I talk to that simply say 'Google Adwords doesn't work'. Well no wonder why they think so - they're either doing it on their own or they're letting Google tell them how to set up and manage their accounts! [...]

Goes without saying, but I turned the campaign off, told the Google rep not to spend another dollar and that I would no longer need their 'services'. I learned very quickly just how horrible of a service they offer and it makes me really concerned that this type of mis-management is happening every day to unsuspecting companies."

Worldwide, more than half of Google’s searches happen on mobile

"It’s important to note that this doesn’t mean that desktop searches have diminished. Stats on desktop search from comScore routinely show the overall amount has risen from month to month. Rather, it’s that mobile searches have been a growing new segment that have caught up and now overtaken desktop search. On the whole, desktop search has grown. As a percentage, it has dropped."

Search engine newslets

  • Yahoo Local Listings have moved to Yext.
  • Why video ads in Google’s search results are closer than ever.
  • Amazon text ads program to be discontinued.
  • Bing Ads joins forces with adMarketplace.
  • Apple search partner DuckDuckGo takes shots at Google, says tracking isn't needed to profit.
3. Recommended resources

New version

SEOprofiler helps you to get high rankings on Google and more customers. It offers all the tools that you need:

  • automatic weekly website audits
  • tools for keyword research and analysis
  • competitive intelligence tools
  • automated ranking checks
  • website analytics
  • tools for spam-free link building
  • link disinfection tool
  • social media monitoring
  • white-label reports (web-based and PDF)
  • new: AdWords Profiler and Ranking Profiler
  • and much more.

Back to table of contents - Visit SEOprofiler.com
4. Previous articles
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