Are Your Content Practices Costing You Sales?
Content is a word that has been around quite a while now. This makes it all the more surprising to us that there is still so much confusion as to best practices. Did you know that words are the only elements on a website that a bot or a spider can crawl to position you on search?
If your content creators are leaving any fields blank, you could be missing out on getting that [fill in the blank] in front of the eyes of an eager buyer. Here are five costly content missteps you should know about:
Missing Content in Media Files
If the professionals who manage your website are not paying close attention to the content in your media library, this is a critical mistake. How much is online shopping driven by visuals? We’re betting you’ve never bought a lamp that you never laid eyes on!
If the product or project images on your site do not have straightforward titles, alternate text and meta descriptions in them, say goodbye to any hope of having them rise to the front of a search.
Google made this very clear when they tweaked their Penguin algorithm in September 2015. This update sends images that have messy or no content to the back of the line but it’s never too late to rectify the damage and we are pros at this.
Underscores in Image Titles
If you are using a system that includes underscores in image titles, you are hurting your chances of getting any traction with your images. A title that reads “manufacturer_name_product.jpg” is seen as a haphazard string of letters to a bot or spider. Use “manufacturer-name-product.jpg” instead, which the crawlers can read.
Putting the Same Alt Text in Too Many Photos
If you have five images of the same table lamp on your site, make sure the content in the alternate text field varies. If your content creators are putting something like “manufacturer’s baby blue table lamp” in every field, four of those could be seen as duplicate content and get kicked out of image search by Google.
Best to have a different rhythm for each of the other four in order to avoid any problems with rank. After all, you want all of your lovely images to come up in search, not just one.
Missing Content in Meta Description Fields
If you don’t craft a meta description for a page or product profile on a site, Google will do a default move that will not serve you well. If no meta data is there, the search engine scrapes the first words on the page or profile to use as the snippet you will see under your URL.
If this is a page describing your company or services, or if it is a product you are selling, the snippet serves as a veritable elevator pitch to your potential clients. Why would you leave such a thing to chance?
No Focus Keywords Chosen
If you manage a WordPress blog for a company and you are not choosing a focus keyword, you are dropping the ball bigtime. It’s this all-important field in a blog CMS that tells the bots and spiders what you are writing about.
Leave it blank and they might assume any number of words in the post are the ones that should set the tone. If your client is an interior designer, for instance, and you are posting about her project on a tropical island, you may find your content ranking for a travel piece rather than a post that showcases her design prowess.
We Know You Care
We know you care about attracting new consumers to your brand so we urge you to make sure there no missteps on your site that Google’s artificial intelligence will see as a signal that you’re not keen on making your platform the best it can be.