Web Masters Focus too much on Page Ranking, says Google

Posted on February 21, 2013 by Simon Thompson

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Web masters and online marketers can over focus on SEO and search engine page ranking when bigger traffic gains could come from concentrating on other search aspects.

That’s the latest message from Google, which has put together a video and blog explaining to web masters how they gain more traffic by concentrating on how their sites are crawled and indexed.

Google’s Developer Programs Tech Lead Maile Ohye explains the theory behind search queries – which was integrated in to Google Analytics as the Search Engine Optimisation Report a couple of years back.

The message from Mountain View is web sites are only shining a torch in to the corner of the room when optimising to generate more traffic, when really they need to brighten the whole room.

“The objective is more conversions from your traffic and making traffic and leads more relevant,” explains Ohye.

“A higher search result ranking helps, but it’s only one of the steps and many web masters ignore the others.”

Ohye has outlined the process in a video on the Google web master blog.

In the video, she explains search query jargon, like:

  • Impressions
  • Average position
  • Clicks
  • Click-thru-rate

Ohye also takes web masters through analysing Google Analytics information from top queries and top pages. She introduces a six-step approach:

  • Set web site objectives and understand your target audience – then fine tune with search query filters
  • Extract information about the top keywords bringing traffic to your web site and how they might change over time
  • Check click-thru-rates for missed opportunities
  • Track queries and user behaviour with logical buckets within Google Analytics
  • Find the most visited pages on your web site
  • Find lower ranking pages that need boosting

Google is asking web masters who increase their traffic from their tips to get in touch – or to share their own search query strategies.

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