Wordpress SEO Expert

Improve your Google ranking with Peter Mahoney, 20+ years SEO & Wordpress experience

A few ‘key words’ about keywords

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A lot of SEO professionals are still selling their services based on a very outdated idea of how SEO works.

Anyone telling you they target a set number of keywords really isn’t doing SEO right.

Firstly, an important terminology definition. The term keywords has meant a few different things over the past 20+ years in the Search Engine Optimisation industry. As such I prefer not to use it and try to use other words that do a better job of explaining what I mean. So when it comes to describing the concept of ‘phrases you want to rank highly with in search results’ I use the term search queries. That does a much better job of conveying what we mean – the words people search for that your website gets found for.

Years ago SEO services would be sold based around (in part) a concept of how many search queries your site would be optimised for. But search doesn’t work like that anymore (and hasn’t for a number of years). It’s not as simple as having a list of a few terms we target – since Google brought their Rankbrain (artificial intelligence system) online for website indexing, everything is far more nuanced.

Technically a site can rank and be found for ANY of the words and terms on it.

I’ve blogged about a few of these issues before, so these articles might help give useful background:
https://peter.mahoneywebmarketing.com/googles-rankbrain-and-seo/
https://peter.mahoneywebmarketing.com/does-google-use-meta-keyword-tags/

SEO work is all about reinforcing your key content so it stand out for search engines. But anything within the content can (and often is) indexed by them. As an example if you ever get a chance to see the Google Search Console performance report you’ll often see hundreds of things a site is found for.

For example my site is clearly about being a WordPress SEO expert, and services around that. But in search results it comes up for over 1000 different searches, and a lot of those aren’t related to my core offerings. But they’re all related to words, brands or nouns I’ve used in the past. Google does a great job of working out the context of your site, but with good SEO you can be found for just about anything.

Google Search Console & average position explained

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There are times your SEO results will look like the opposite of what you’re after.

Average Position is a bit of a weird metric. Here’s why.

Consider that graph for a moment. Taken directly from Google Search Console (Google’s official stats package for organic search – and my recommendation for the tool you should use to get your ranking and other organic search results) they show two highlighted metrics;

  • Total impressions (in teal) and
  • Average position (in purple).

Impressions is the number of times a site was seen in search results. Average position is the average rank it was seen in.

(Google averages your rank across all impressions as a useful workaround to their personalisation they do when people are searching. Location, how often a user has searched for something before – there are myriad ways Google skews results. Averaging them out is the best approach to find the most useful ranking to report.)

If you look at the lines on the graph though you’ll see a number of places where the position appears to get worse right when the impressions become more successful. You’d think stats should improve hand-in-hand, not get worse as one improves. Right?

In reality, when impressions spikes it’s normal for the average position to drop. If a site suddenly has a lot more visibility, it usually means it’s being found for a bunch of terms and searches it wasn’t previously. A lot of those new terms are likely to be things sort of around the periphery of what the site is about, not just it’s core purpose. So it’s being found for a bunch of extra search terms.

The result of that is those new terms probably aren’t ranking terribly highly. They’re not the site’s main purpose, so won’t be ranking as highly as the normal terms the site has been successful for.

Which drags the average rank DOWN.

Not only is this good to know when interpreting your own results, but it serves as a reminder that stats aren’t simply the end of the story, it’s important to understand how they come about, and what their effect on each other is.

 

Nonsecure Collection of Passwords will trigger warnings in Chrome 56

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Over the past week I’ve seen more than my fair share of emails from Google regarding “Nonsecure Collection of Passwords will trigger warnings in Chrome 56″.

It’s a big change, but not exactly a surprising one.

Google has been pushing to make the web more secure for a long time. Seeing HTTPS and green padlocks all over the web has been a key direction for them – they’ve even given secure sites a ranking boost as part of their algorithms. This new change is really an extension of their general SEO ethos.

So anyone running the latest version of Google’s Chrome Browser (version 56) will see a warning when browsing any web page that asks for sensitive information. The examples they’ve given are passwords or credit card details but undoubtedly there’s other situations a user would be presented with a warning too.

I’ve been recommending web owners migrate to HTTPS for a few years, but now it’s become really important especially if you have any page users can log in through (including I expect WordPress Dashboard login pages like wp-login.php) or e-commerce.

These things may well be frustrating when they first crop up, requiring immediate changes to your website. But bear in mind Google has been open about their general desires for the web (that it be easy to find useful information, that it be secure, mobile friendly and fast) for a long time. So as long as you apply those same concepts to your own site as soon as you can then changes like this will actually put you ahead of the curve.

In case you know this impacts you but haven’t yet had the email from Google about it (or don’t use Google Search Console in which case you’d never get one) here is the text of their message:

Nonsecure Collection of Passwords will trigger warnings in Chrome 56 for http://www.domain.com/

To: owner of http://www.domain.com/

Beginning in January 2017, Chrome (version 56 and later) will mark pages that collect passwords or credit card details as “Not Secure” unless the pages are served over HTTPS.

The following URLs include input fields for passwords or credit card details that will trigger the new Chrome warning. Review these examples to see where these warnings will appear, and so you can take action to help protect users’ data. The list is not exhaustive.

{examples are given here}

The new warning is the first stage of a long-term plan to mark all pages served over the non-encrypted HTTP protocol as “Not Secure”.

 

Google mobile search

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One of things I’ve talked about a lot in the past couple of years has been Google’s move toward “mobile friendliness”. Last year they made a small change that meant sites that are mobile friendly would appear higher in search results when someone was looking from a mobile device.

Well they’ve really increased this as a search signal – sites that are NOT mobile friendly will now have a very hard time competing with those that are.

They’ve also updated their mobile friendliness test to make it more restrictive—it’s worth retesting your sites to make sure they still pass. Of course the best test is always the information displayed within Google Search Console which reports on the entire site, not just one page at a time.

The extra good news for those of you with mobile responsive sites is that any of your competitors who do not have mobile friendly sites will now suffer in their rankings.

One related point, there is a growing body of data that suggests this change also affects (in a smaller capacity) sites from normal desktops – that Google is prioritising sites that are mobile friendly on searches from ALL devices.

They haven’t confirmed that yet, so it’s not certain, but I am keeping an eye on it.

If you don’t have a responsive site for mobile devices yet and you don’t want to get caught out, please contact me and I can help make you a new, fully mobile complaint one.

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