Weekly SEO news: 29 March 2016
Welcome to the latest issue of the Search Engine Facts newsletter.

Table of contents:

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Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. FIGHT! How to use SEO to get the deal.

Website promotion is often a "the winner takes it all" game. That means that the best website will get the deal and all other websites will get nothing, no matter how good they are.

Suppose someone wants to buy a new smartphone. The person searches Google, takes a look at the first results page and then decides to buy something on one of the sites. That means that one site gets the sale and the other sites get nothing.

You vs Competition

The above has an important implication: you just have to be slightly better than your competitors to get many more sales.

If you make the change from being one of the discarded sites to the site that is chosen by the searcher then your sales will increase dramatically. You'll make the change from getting nothing to getting everything.

Your website has to survive three rounds in the fight for the customer:

Round 1 - Fight

Choose the right keywords

Being better than your competitors starts with choosing the right keywords. If you target keywords that aren't used by the people who want to buy then you might get a lot of visitors but no sales.

Your web pages should be optimized for keywords that attract people who are looking for the products and services that you sell on your website and who are ready to buy.

The keyword tools in our web-based website promotion tool SEOprofiler will help you to find the best keywords for your website. Further information on different keyword types can be found in the manual.

Round 2 - Fight

Get on the first results page

Of course, it is important to target the right keywords. However, your website must also be found on the first results page of Google, Yahoo and Bing to attract customers.

Most people only take a look at the first results page. If your website cannot be found there then potential customers won't find your website.

Use the tools in SEOprofiler to optimize your website so that it will be listed on the first results page for your keywords. This is crucial if you want to get the sale.

Round 3 - Fight

Create a convincing website

It's not enough to be listed on the first search engine result page. Your website must also be convincing. It should give the customer what he is looking for, it should have a professional design and it should make it as easy as possible to buy.

That is why it is so important to work on improving the conversion rate of your web pages. By improving your conversion rate, you can generate more money "out of thin air" from your existing rankings.

A trustworthy and professional website with a good conversion rate also has positive side-effects. Your customers probably will stay longer with your company and people are more likely to link to your website.

You win

It takes some time to optimize your web pages, but it is worth the effort. Even small changes can have a huge impact on the number of sales that you get. Make the change from being one of the discarded sites to the site that gets the sale and your sales will go through the roof.

Remember that your competitors are also working on their websites. Even if you are better than your competitors you have to continue with the optimization to stay ahead.

The tools in SEOprofiler help you to reach your goals. If you haven’t done it yet, try SEOprofiler now:

Try SEOprofiler now

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2. Search engine news and articles of the week
Official: Google’s top 3 ranking factors

"In a Q&A session on YouTube, Google’s Andrey Lipattsev revealed Google’s most important ranking factors: 1. Links that point to your site and website content (equally important), 2. RankBrain (Google’s new machine learning technology).

That’s good for you. The tools in SEOprofiler can help you with these factors."

Editor's note: Use the tools in SEOprofiler to improve your website for these factors

John MuellerCompete says search traffic growing on the desktop

""[Desktop] traffic to search engines [is] up 12 percent since last year. [...]

It’s quite possible that a percentage of the PC population is doing more searches. But the evidence is very strong that desktop search has plateaued — though the overall market is probably growing when mobile volumes are factored in."

High bounce rates on web sites don't necessarily impact Google rankings

"Google said back in 2008 that bounce rate metrics are spammable and noisy and has said that time and time again. Last week, Google said not just the above but also that high bounce rates may be the expected behavior on a specific site. [...]

So the truth is, you want your site to fill the user's need. If it means they read one article or help content or whatever and leave, that is the expected behavior and that is a good result. It doesn't have a negative impact on your rankings in Google."

GoogleFormer Google spam fighter: machine learning already in spam algorithms 

"Former Google spam fighter Murat Yatagan, said machine learning is already baked into the spam algorithms. Murat worked at Google for several years and many of those years specifically on search quality and spam."

What the Google desktop SERP update means for organic search

"According to Merkle’s research, 'Desktop share of Google organic search visits has been stable since the beginning of the year and through the ad layout changes in late February.' Thus, there’s no reason to panic just yet. [...]

While Google’s addition of another text ad above organic listings certainly isn’t desirable from an SEO’s perspective, the good news is that most brands aren’t being hugely impacted (yet). However, it’s still important to monitor the effects of this update on your site’s performance to inform optimizations and measure the effects of your SEO efforts."

Editor's note: The tools in SEOprofiler help you to monitor your rankings and your website traffic.

Search engine newslets

  • Google fined by French privacy regulator.
  • Why spam in Google is a bigger problem in some languages.
  • Redesigning AdWords for marketing in a mobile-first world.
3. Recommended resources


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)
  • AdWords Profiler and Ranking Profiler
  • NEW: Domain Finder tool
  • and much more.

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4. Previous articles
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