Simple Website Fixes – Part 10

Welcome to the latest edition of our newest weekly blog series, Simple Website Fixes. Each week we will identify and explain one easy change that you can make to your company’s website in order to improve performance. Last week’s fix was – Add Video.

This week’s fix = Add Speed

A faster site is a better site. Page load speed is now king.

In this series of simple website fixes, this is less simple. But it might just be the most important. As web users continue their shift away from desktop computers toward mobile devices, the speed with which each page on your site loads becomes more important than ever before.

There are two reasons to add speed to your site. First, users will expect it. If it takes too long to load, they will leave, and you will have forfeited a potential sale.

Second, Google expects it. They have already started penalizing sites in their search results who do not focus on the mobile experience, and page load times will influence organic rankings more and more going forward.

Lucky for us, Google also offers this free tool to test the speed of your site. Enter your URL and hit Analyze and they’ll tell you how you stack up. In addition, they’ll give you a list of things you can do to improve. All for free!

To improve the quality of your website, make it lightning fast.

Have an idea for a simple website fix? Submit it here and maybe we will include it in an upcoming post.

How to Increase Your SEO Traffic With Long Tail Keywords (Guest Post)

This post was written by Eric Gordon. Eric is a business-focused marketing professional based in Houston. His mission in life is to help his clients get quality and consistent leads using the latest online marketing and SEO strategies. In his spare time, he enjoys playing golf and watching sports. Follow him on Twitter at @ericdavidgordon.

SEO is crucial for maximizing the organic traffic going to your website, and one of the best ways to boost your site’s ranking in the search results is by targeting long tail keywords.

Long tail keywords are terms that have a lower search volume than other keywords, so there’s less competition for the top spots in the search results. While there’s less search volume for individual long tail keywords, combined they make up 70 percent of all search traffic.

It’s easiest to explain how long tail keywords work with an example. Let’s say that you have a site dedicated to boxing and write a post about the best boxing gloves. Instead of targeting the keywords “best boxing gloves,” you could target “best Mexican boxing gloves under $100,” because it will be much easier to achieve a high search results ranking for that keyword.

It’s important to target long tail keywords because they’re a huge traffic source – Neil Patel found in one month that 240,000 out of his 260,000 visitors, over 90 percent, reached his site from long tail keyword searches.

Long tail keywords are usually, but not always, longer and more specific than the most commonly searched for keywords. Many times the supposed perfect keyword for post is actually far too competitive to bring you much traffic, so you can improve click-through rates by making your keywords more specific.

Site owners sometimes forget about long tail keywords because they don’t generate tons of traffic on their own. But if you optimize every one of your site’s pages and posts for long tail keywords, it will rank much higher for all those keywords, resulting in a significant traffic boost.

Using Long Tail Keywords to Increase Your Traffic

When it comes to long tail keywords, you have two approaches, which are specific long tail SEO and untargeted long tail SEO. Here is how they both work.

Long Tail SEO for Hyper-Specific Targeting

With this long tail SEO strategy, you’re getting as specific as possible and targeting keywords that are likely to result in conversions. Long tail keywords can work very well for converting visitors to customers because the person often already knows exactly what he wants, so you just need to position yourself as the solution that fits his needs.

You can find out what your audience wants with what they’re searching for. This is known as user intent. By knowing what your audience wants, you can tailor your entire site and product offerings towards delivering that.

It’s important to remember that people searching for long tail keywords are about through with the research phase and have reached the end of their buying cycle, so they will be ready to buy when they reach your site.

The key with this strategy is that you choose keywords with very little competition. Search volume may be extremely low, but that doesn’t matter. Even if there are only hundreds of people searching for a phrase per year, you could pick up hundreds of customers if you target that phrase and build pages specifically to turn those visitors into customers.

So how can you find which long tail keywords to target for this? Try a keyword planning tool, such as Ubersuggest or Searchmetrics. Look for keywords in the 0-10 searches range – these may be low in volume, but they’re high in value. Then search for those keywords and see what type of pages come up. If none have all the keywords or there aren’t any pages that serve the user intent behind the search, there is an excellent opportunity for you to gain some customers.

Like other keywords, you need to use long tail keywords in as many places as possible on a page without unnaturally stuffing them in. If possible, try putting them in page titles page content, links, reviews, or testimonials. Create useful content based on these keywords for the most success with the search engines.

Untargeted Long Tail SEO for the Full Blast Approach

On the other end of the spectrum there’s the untargeted approach, where you are less targeted with your keywords and instead choose to build pages around many different long tail keywords.

This is the approach that many user-generated content sites take, including the most popular blogs. It isn’t as conversion-focused as the previous method, instead the focus is on reaching a broad group of long tail keywords that may fit your niche.

When you use this method, you’re focusing more on the content itself than on how specific your keyword targeting is. This means that the most important aspect of using this strategy is that your content is useful to people. Such content may take the form of an extensive guide on a certain topic. Bear in mind that you will need someone handling your content curation with this method, to check that your content is at or above the level you need in terms of uniqueness and quality.

If you’re trying to get a large amount of traffic to your site, it’s good to focus more on your content and target topics instead of just individual long tail keywords.

The reason is that Google recognizes topics and subtopics, and it will group pages into categories of topics instead of simply grouping them by long tail keywords. For example, Ahrefs found that a site targeting the keywords “creepy photos” also ranked for “scary photos,” “horrifying photos,” and “frightening photos,” even though it wasn’t targeting those keywords. That’s because Google knows that those other adjectives are synonyms for “creepy.”

The evidence shows that when you create very high-quality content that goes in-depth on a specific topic, you can achieve a high ranking for multiple long-tail keywords with just one of your pages. But how can you find the right topic to rank well for multiple long tail keywords?

Ahrefs has a keyword planner tool that’s useful for this. Enter your main keyword, and the tool will help you find subtopics and long tail keyword ideas. Just choose the right topic, create content that covers that topic in-depth, use secondary keywords whenever possible as subheaders, and build backlinks to that content.

Keep in mind that great content alone isn’t enough here. You need to combine it with the right promotional strategy ,and get out there and build those links to really boost your search engine results rankings.

Long tail keywords can be a goldmine when it comes to SEO. Instead of trying to claw your way up the rankings for a popular keyword and not getting anywhere near the top 10, you can achieve a high ranking just by targeting the right long tail keywords and promoting your pages properly.

Which method should you choose for your long tail SEO? That depends on your site and its goals. A targeted approach works well if you’re focused on converting a small group of customers. An untargeted approach works well if your focus is on content marketing and you want to build an authority site. Whichever approach you choose, make sure that you create high-quality content for the best results.

Page Speed is King

In the world of search engine optimization, the factors that decide where your site shows up on the results page of a user’s search are constantly changing. Google, the search king, tinkers endlessly with their algorithm, long kept under lock and key, in order to create a better user experience.

These changes are necessary, especially as technologies and search behaviors change. They ensure that searchers are more likely to see the site that they are looking for when they search.

For marketers, it means constantly working to ensure that your site shows up at or near the top of relevant search results pages (SERPs).

Today’s “it” ranking factor = Page Speed

Content used to be king. Create more content, better content, and you’ll be better positioned from an SEO perspective.

Now page speed is king. And that’s because mobile searches represent a fast-growing majority of all searches. A slow-loading website is sure to turn mobile users off, so Google takes that into account when ranking sites on a mobile device.

Want to know how Google thinks your site is performing on mobile? Here is a handy tool they created, and it’s free to use.

Want to know how you can boost your website’s page speed? Read this beginner’s guide to increasing web page load times.

Simple SEO Checklist

Search engine optimization today seems like an old hat strategy. It’s been around forever, right?

But still, so many marketers out there aren’t familiar with common SEO strategies. So we thought we’d put together a high-level checklist for marketers and small business owners looking to get the most out of their websites.


  • Use Google Webmaster Tools to find out what keywords people are using to get to your website
  • Use a tool like Google’s Keyword Planner in AdWords to find other keywords that are popular in your industry that you’re not currently ranking well for
  • Use the research from the two bullets above to create a list of the “top” keywords and phrases that you want your website to show up for when someone types them into Google or Bing (there is no magic number, start with 10-20 and add as you go)
  • Use a tool like ProRankTracker to track where your website ranks for those keywords


  • Work those keywords into your headlines where appropriate
  • Use those keywords in your website copy as much as you can without hurting the overall readability of your content
  • Publish blog posts or articles on topics related to those keywords
  • Add alt-text tags on all your images, using keywords where appropriate
  • Make sure each page on your site has a distinct purpose, with one or two keywords you would specifically like that page to rank for
  • Make sure all of your links are working, fix those that aren’t, and add more internal links from one page of your site to another
  • Create an xml sitemap that includes all the URLs on your website
  • Create page title and description tags that are unique to each page and tell users/search engines what that page is about
  • Create a mobile optimized version of your site
  • Simplify the code on your website so that it loads faster on all devices


  • Create branded social media accounts and share your content there
  • Reach out to bloggers in your space to share content and generate inbound links
  • Submit your site to relevant business directories
  • Submit your sitemap to Google and other search engines
  • Keep updated business accounts on review and listing sites, like Yelp
  • Reach out to any website that mentions your business by name and ask them to link to your site
  • Write and submit content to blogs and articles sites that links back to your website

Marketing Definitions: SEO

Welcome to the latest edition of our new weekly blog series, Marketing Definitions. Each week, we will identify an oft-used term or phrase in the marketing community and break down its use and meaning for the broader population.

Last week’s term that we defined was Click-through Rate.

Today’s Term = SEO

SEO, which stands for Search Engine Optimization, is a common term used by marketers in the digital age. It is a relatively new term, compared to many others. And that’s because search engines themselves are relatively new.

Google was founded in 1998. They essentially invented the modern search engine. And as they grew, it became increasingly important for companies who wanted to drive traffic to their website to look to Google for answers.

People would start their web sessions on Google, or Yahoo, or some other search engine. They would type in what they were looking for, and the search engine would suggest sites and pages for them to visit.

And so SEO developed as a tool that companies could use to help their websites show up higher in those search rankings. The exact definition of search engine optimization is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

Over the years, the practice has changed and evolved to meet stricter standards of conduct. As Google and other search engines change their formulas, companies and SEO firms must adapt. But at its core, SEO is about making sure Google knows what your website is all about so that it can show it to people searching for something you offer.

SEO is critical because companies that master it take advantage of huge amounts of “free” traffic, instead of paying to place ads and drive traffic that way.

That does it for today’s definition. Have a term you’d like defined in a future post? Email us or post it in the comments below.