Weekly SEO news: 25 July 2017
Welcome to the latest issue of our newsletter!

Here are the latest website promotion and Internet marketing tips for you.

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Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. Flat or deep? How a solid website structure can help your search engine rankings.

The structure of a website is not a large factor in Google's ranking algorithm. However, a solid website structure helps search engines to understand your website content and the relationships between the different pages of your website.

A well organized website helps your users to find what they are looking for, and it helps search engines to understand the purpose of your website.

website structure

Flat and deep website structures

The two most common website navigation structures are flat sites and deep sites. Flat websites are websites that try to make each web page available with very few clicks. Deep websites are websites that use long paths to access specific pages on the site.

A deep website structure enables you to create very exact and targeted topical pages on your website. The disadvantage of a deep website structure is that website visitors and search engine crawlers take longer to find the content they are looking for.

A flat website structure makes it easier for website visitors and search engines to find all pages of your website. The fewer pages your visitors have to go through before finding the content they are looking for, the better.

How to create a good website structure

If possible, all pages on your website should be accessible with a maximum of four clicks from the home page of your site. Of course, it is also important that the navigational elements on your website reflect the importance of the linked pages.

In general, it makes sense to create your website structure like this:

  • Create an overview of all pages of your website.
  • Break the content into core categories and create a top level navigation that hold the different content types of your site.
  • Create logical sub categories.
  • If necessary, create another sub category level.
  • Link the targeted pages from the sub category pages.

If you plan to create a public sitemap of your website then your website navigation is not good enough. Although a sitemap can help search engines and website visitors to find pages on your site, the regular navigation of your website should be good enough so that visitors do not need a sitemap.

Easy is good

Make it easy for your website visitors to find the content they need. A website with clearly arranged content that can easily be understood by users and search engine crawlers will get better visibility than websites with a poor information structure. Of course, the actual content of your pages and the links that point to your pages are still very important.

Tools can help you

The website audit tool in SEOprofiler can help you to get the number of clicks that are necessary to reach individual pages on your website ('click depth').

check the click depth

In addition, the website audit tool checks many more things that influence the position of your web pages on Google and other search engines. If you haven't done it yet, try the new version of SEOprofiler now:

Try SEOprofiler now

2. Internet marketing news of the week

Gary IllyesGoogle: we do not penalize for spamming META keywords

"Everyone here knows that Google ignores the meta keywords tag and content within it. Since Google ignores it and it does not influence your Google rankings, you can spam and keyword stuff it all you want, it doesn't impact Google. So Google doesn't need to penalize you for something that doesn't impact your site's rankings.

Gary Illyes from Google was asked if Google penalizes over the keyword meta tag and he said it doesn't on Twitter."

Editor's note: Google's John Mueller said something different in a webmaster hangout some time ago. Bing uses keywords stuffing in meta tags as a negative ranking signal. It is better not to use the meta keywords tag at all.

Amazon Prime Day’s surprising effects on Google AdWords performance

"Amazon Prime Day continues to steadily grow as an e-commerce 'holiday,' and its effect on online retail is likewise growing in influence.

In paid search, users appear more willing to convert on mobile devices after clicking through ads, though Amazon’s heavy discounts also seem to steer users toward smaller cart sizes even when they’re not on the Amazon domain."

StatisticsMerkle Q2 2017 digital marketing report released

"Google Shopping and the Product Listing Ad (PLA) format accounted for 51% of Google UK search ad clicks among retailers in Q2 2017, up from 40% a year earlier.

In the US, PLAs produced 53% of retailers’ Google search ad clicks, with PLA spend growing 31% Y/Y, compared to 16% for text search ads."

+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • After Windows 10 bump & Yahoo deal, Microsoft’s search revenue growth looks stagnant.
  • Study of 4 million Google searches charts the CTR payoff that came from eliminating right-side ads.
  • Google: bringing new redirect method features to YouTube. 
  • Ranking videos on Google and YouTube: study shows how they differ.

3. Previous articles

Do you need better rankings for your website?

SEOprofiler is a web-based search marketing tool that helps you to get better Google rankings. You can create a free SEOprofiler account here. The step-by-step manual will help you to get started as quickly as possible.