The ultimate goal of every business website is to be listed at the top of the first page of Google search results for all of the keyword searches relevant to the company, its niche and its location.
But when we use Google to search the web, we are actually searching Google’s copy of the web that has been assembled as Google indexing spiders scan and copy everything they find.
The Google Algorithm rates and organises this information to produce Google’s own lists of search results relative to any search that can be made.
Google has already measured how fast your site is to download, how good the information is, how easy it is to read and how trustworthy a company you may be before any keywords are entered.
Google is spending a lot on expensive computer power to follow all of the links and copy all of the text and store all of the images. With search engine friendly website design, we have to please the 20 or more computers that handle and view your web pages before any human beings get a chance to see them.
So, the first thing we have to consider in any search friendly design project is Google’s best practice and optimum standards on website performance and accessibility. Google’s webmaster’s guidelines are there to make things easier and more efficient for everyone and covers the issues that may be affecting and handicapping your search engine positioning on millions and millions of related searches.
How important is website performance and download speed?
Google puts the customer first. Nobody likes waiting for a website to download and Google knows that visitors are not prepared to wait more than a few seconds to find what they are looking for.
If the visitor leaves early Google counts that as a bad experience and Google doesn’t like ranking sites which provide bad user experiences. Page speed is a direct ranking factor and can also affect rankings indirectly, by increasing the bounce rate and reducing dwell time.
In fact, Google tests the download speed of your site at 6 different stages from the time taken for the first appearance of any information to the full download when everything has loaded in the device’s memory and is now ready to be used. Creating web pages that enhance the customer’s experience can help to improve crawlability and indexability
We need to make the site load a lot faster to save Google money and save customers time and bandwidth.
To optimise the template for performance and download speed, we need to replace the graphical navigation items with 5 line keyworded text and image introductions. We need to cover the 4 offers, the winter specials and also need text and links to the main index page for each of the tyre, exhaust, MOT or other car servicing specialties.
Create a separate and optimised page for the registration and tyre size search facility to save time loading it on every page.
We need to resize and optimise the individual auto centre photos and all other images and graphics across the site. By removing the testimonials, slider and embedded Youtube video we would aim to greatly reduce download times
How important is website accessibility and usability?
Google also considers how your information is presented, encouraging the use of titles and headers to help readers scan long articles, alt tags to identify slow loading images and descriptive links rather than ‘Read more’. Formatting web pages correctly can help to improve crawlability and indexability
Human visitors need to be able to use your website regardless of ability or device or location. There are assistive technologies that help people with disabilities such as sight readers and screen magnifiers and there are a multitude of different browsers and devices that need to understand your site.
Google avoids potentially bad experiences for searchers so it is vital to convince Google that everyone who finds your website can easily read, understand, navigate, and interact with your content.
We need to improve the menus and make everything on the site a lot easier to find for humans and Googlebot.
To optimise the template for accessibility and usability, we need to extend the menu options at the top and footer of the page and add internal links within the text and a right-hand side menu.
This will ensure Google will be able to crawl and index the many optimised pages of mot, exhaust and tyre text it needs to recognise and associate the site with a wide selection of our targeted car service keywords.
We also need text introductions and links to the main index pages for UK areas, counties, cities of the individual branches, expert guides, blog posts, etc.
Faster sites, higher positions, more click throughs
Reducing the download time for each of the web pages by several seconds will boost the ranking for all pages on all the car servicing searches being made by potential customers across the UK.
With a much faster site customers will follow the enhanced navigation to research the products or services that they need in each area or to contact us for further information. We reduce the bounce rate as the impatient customers who used to leave the page immediately now stay and click the links
A 2019 study conducted by Backlinko analysed 5 million Google search results to understand the organic click through rate on Google. They found that the first result in Google’s organic search results had an average CTR of 31.7%.
Results that appeared in the first position were 10 times more likely to be clicked than the link in the 10th position of that page.
- Google Position 1: Click through rate of 43.32%
- Google Position 2: Click through rate of 37.36%
- Google Position 3: Click through rate of 29.90%
- Google Position 4: Click through rate of 19.38%
- Google Position 5: Click through rate of 10.95%
- Google Position 6: Click through rate of 10%
- Google Position 7: Click through rate of 5.28%
- Google Position 8: Click through rate of 4.13%
- Google Position 9: Click through rate of 4.13%
- Google Position 10: Click through rate of 3.11%
View Transactional Searches –