Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

SEO

What a 501 Not Implemented Error is, and How to Fix it

Published

on

How to Fix a HTTP 501 Not Implemented Error

Though uncommon, seeing an HTTP 501 Not Implemented error status code can be an alarming experience for those who see it—especially when it’s on your website. 

It’s unfamiliar, and entirely server-based, which means that fixing it requires some dabbling in the technical side of running a website. That’s something that not all SEOs or webmasters are experts at. 

But don’t panic just yet, because there are four easy methods you can try to fix your 501 errors, and I will go through each one here (plus some other useful information you’ll need moving forward).

What is the HTTP 501 Not Implemented Error?

Whenever you visit a website, your browser sends a request to that website’s server. If everything works as it should, then the website receives the requested data—which includes text, images, files, and whatever else should be on that page.

However, when something goes wrong with that request, your screen can show a “501 Not Implemented” error.

When this happens, In technical speak, it means that the server does not support the requested feature. In layman’s terms, it means something has gone wrong with the hosting server, which is legitimately unable to perform that “get” action and retrieve the data you’re asking for, for one reason or another.

The data you’re requesting is still there. It’s just being walled off from you and the hosting server itself might be offline or unavailable as a result.

Now, this might show up differently based on the web browser, web server, and operating system you use. 

Variations of the 501 Not Implemented Error

  • Error 501
  • HTTP 501
  • 501 Not Implemented
  • HTTP Error 501 Not Implemented

501 vs. 405 Error

These two errors both result in the data you’re requesting not being delivered to your browser. However, the difference is that a 405 Not Allowed error is a server administrator issue, while a 501 Not Implemented error is a hosting server issue.

Think of it this way: a 405 means “I am not allowing you to get what you’re asking for,” while a 501 means “I know what you want, but I am unable to get what you’re asking for.”

So a 405 means nothing is technically wrong with the website—your request is just being blocked on purpose. If you’re seeing that, try contacting the server administrators.

Webmaster’s Note: This is part of our more comprehensive guide to Technical SEO, where I cover everything you need to know about crawlability, indexing, and page speed optimization, as well as helpful tips on how to troubleshoot common website errors. I also cover other 5xx errors, like 500 Internal Server errors, in other posts.

How to fix the HTTP 501 Not Implemented Error

There are four ways to address a 501 error on a website:

  1. Reload the page.
  2. Clear your browser cache.
  3. Disable proxy settings.
  4. Scan your computer for viruses.
  5. Contact the server host.

The first three are things you can do on your side to resolve the 501 error, which I suggest you do first. Here’s how:

Reload the page

The easiest thing you can do is just wait a minute and then reload the page (F5 or Ctrl + F5 for Windows, Command + R for Mac). The server might be able to resolve its issue while you’re waiting, and once you reload you’ll get the data you’re requesting. This is common if the website is experiencing a server overload or traffic surge.

While you’re waiting, try using a different browser to open the page to rule that out as an issue. 

Another thing to do while you’re waiting is copy-pasting the domain URL into this website: https://downforeveryoneorjustme.com/, which will tell you if the problem you’re facing is just on your site, or a thing for everyone else. 

Clear your browser cache

If refreshing the page doesn’t work, it’s time to move on to the next step: clearing your browser cache. 

The shortcut that works for most browsers (such as Google Chrome and Edge) is hitting Ctrl + Shift + Delete while you’re on your browser. This will quickly clear your cache. If that doesn’t work, you can find the option under your browser settings, or check out the specific instructions on how to clear your cache in the various browsers.

How to clear your cache on your Google Chrome browser

Disable proxy settings

If the previous two steps aren’t solving anything, it’s time to check your proxy settings if you’re using a proxy service.

The exact steps to disable your proxy settings depend on your operating system, but you can usually find this under the Network & Internet section of your system settings. Once you’re there, you can either turn off the “automatically detect settings” option under the automatic proxy setup or disable a proxy server option under the manual proxy setup. 

Example of proxy settings on Windows OS

Scan your computer for viruses

As I mentioned, sometimes this error pops up when you’re dealing with a virus or malware. It’s a good idea to have your computer scanned for those—and make sure that your antivirus program is updated while you’re at it. 

Contact the server host

If all else fails, then it’s time to reach out to the server host. 

501 errors, though they can sometimes be solved on your own, are almost always an issue with your host server. 

So, if the last three steps haven’t resolved the problem, you need to contact them ASAP. If you can’t then check your host’s status page.

How to Fix the HTTP 501 Not Implemented Error If You Manage the Server

Fixing this issue when you’re the server host is a whole different process. First, I recommend consulting the documentation for your server and applications. I also highly recommend working closely with your IT department at this time. 

Here are some ways you can fix an HTTP 501 Not Implemented Error if you manage your server:

  1. Check if your server supports the requested feature.
  2. Upgrade your server.
  3. Configure (or reconfigure) your server.
  4. Look for any missing modules or applications.
  5. Check the client request.

Check if your server supports the requested feature

The first thing to check is if your server actually supports the feature or functionality that the user is requesting. If your server does not support it, you will have to use an alternative method to meet that request (one that is supported by your server). 

Upgrade your server

Your server stack might be outdated. If this is the case, then this is what is causing your server to not be able to support the requests of the user. To fix this, you can upgrade or update your stack to newer versions, to support the requested feature or functionality.

If that doesn’t work, then try updating the web application your website runs on—such as WordPress. These applications have frequent updates so it’s best if you keep up with that.

If you can still access your web application’s dashboard, then try running the update.

Note: Make sure any plugins you have installed on your web application are compatible with the update you’re about to install. 

Configure (or reconfigure) your server

Make sure that your server is configured to handle the requested feature or functionality. You will have to take a look at your server settings, software, and plugins, and see where you need to adjust, reinstall or update, or make other configuration changes.

Look for any missing modules or applications

Another thing to check (if the previous steps haven’t fixed the problem) is if there are any missing modules for your web server. Make sure that you have the ones that you need installed.

Check the client request

If nothing else works, then you have to check if the client is making the request correctly and is using a method that is supported by your server. At times, the 501 error can be caused by the client using an unsupported protocol.

If this is the case, then use an alternative protocol that is supported by your server.

What Causes the HTTP 501 Not Implemented Error?

Some of the most common issues your host might be dealing with for a 501 error to happen include:

  1. Viruses and malicious files
  2. An outdated server stack or software
  3. Server error
  4. An overloaded server
  5. Billing issues

Viruses and malicious files

The server’s inability to get and send the data your browser is requesting might be because of a virus or malicious file in the website’s system. 

This is something you need to check if you’re experiencing persistent or repetitive 501 errors on your website. Run a complete malware scan to find any security issues in the system that could cause a communication failure.

If you’re using WordPress, I also have a guide on how to scan your WordPress site for better security and to prevent any malicious files.

An outdated server stack or software

Server stacks, which are a combination of software programs that make up your web server, are something that your host needs to keep updated for the hosted websites to run smoothly.

It’s uncommon, but the server stack your provider is using can get outdated. You can contact your host to make sure that isn’t the case—but if it is, calling their attention to it can get them to update their server stack. 

Server error

Often, a 501 can be a sign that your server is unable to accommodate the requested feature or functionality—which means it’s unable to appropriately respond to the end-user browser request.  This means that whoever is managing your server needs to take another look at the server stack and how it’s configured (which might be done in-house, or by your provider). 

An overloaded server

If a website gets more traffic than usual or anticipated, chances are the host server is not equipped to handle that surge of visitors. As a result, their requests might not get fulfilled by your host server, resulting in a 501 Not Implemented error. 

If this happens often, consider scaling up your server plan to accommodate your growing audience.

Billing issues

If you’re behind on your server hosting payments, then it’s possible your provider has decided to default your site to 501 status while your payment is pending. This can be their last resort before removing the account altogether. So make sure you’re on top of your service payments.

How HTTP 501 Error Impacts SEO

Even if the error is server-side (and likely out of your control, if you’re working with a hosting service), keep in mind that longstanding or repetitive 501 errors on your website is something you can’t ignore. 

Here’s the thing: any error that doesn’t allow your audience to see your website properly will affect your business. This includes your SEO and its effectiveness. 501s in particular  can have a major effect on your SEO

Now, Google has a little grace when dealing with server errors. If it sees a 501 error, the page is marked for revisitation. Usually, when it comes back to check, the error is already fixed. If, however, the error lasts for an extended period of time (like a day or two), then Google might mark your website as inaccessible, which might lead to it de-indexing any of your affected pages. 

De-indexing is a huge problem—you lose your rankings for any pages removed from the search results, which you’re not guaranteed to get back even if you restore the pages. 

To make matters worse, if Google encounters plenty of 501 errors on your website, it will reduce the frequency at which its bots crawl your site. That means slower indexing and ranking updates. 

So, knowing how to fix 501 Not Implemented errors—and how to avoid the issue in the first place—is a must for SEOs and webmasters. 

How to Prevent 501 Errors from Hurting Your SEO

Monitor your site regularly for errors. You can find server errors Google Search Console’s indexing reports:

Page Indexing Report from Google Search Console

Or, you can scan your website using third-party SEO auditing tools, like Screamingfrog (A tool my team and I use personally). 

If these scans show any 501 errors, you can work to fix them by following the steps outlined in the previous sections.

Key Takeaway

Seeing a 501 Not Implemented error means that your server is unable to process your browser’s requests, preventing pages from being loaded properly. 

This can be solved with a few easy fixes on your end, such as refreshing the page or clearing your cache—and if that doesn’t work, then you’ll have to work with your hosting provider to resolve these errors. This is a must as 501 Not Implemented errors on your website can ultimately impact your SEO, especially if it affects your website for more than a few hours.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

4 Ways PPC and SEO Can Work Together (And When They Can’t)

Published

on

4 Ways PPC and SEO Can Work Together (And When They Can’t)

Search engine optimization (SEO) is the process of optimizing your pages to rank in a search engine’s organic results.

Pay-per-click (PPC) is a form of online advertising where advertisers pay a fee each time someone clicks their ad.

There’s no conundrum between the two types of marketing. You don’t have to choose one or the other; the best companies use both.

Here’s how they can work together and produce magic:

Creating SEO content is the process of figuring out what your target audience is searching on Google and aligning your content to their search intent.

To start off, you need to find out what they’re searching for. The easiest way is to use a keyword research tool, like Ahrefs’ Keywords Explorer.

Here’s how you might find keywords for a hypothetical coffee equipment store:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a relevant keyword (e.g., “coffee”)
  3. Go to Matching terms

Go through the list and pick out keywords that are relevant to the site. For example, the keyword “how to grind coffee beans” seems like a good keyword to target.

The keyword "how to grind coffee beans" and relevant SEO statsThe keyword "how to grind coffee beans" and relevant SEO stats

Once we’ve chosen our keyword, we want to know what searchers are looking for specifically. Sometimes the keyword gives us an idea, but to be sure, we can look at the top-ranking pages.

So, click the SERP button and then click Identify intents to see what searchers are looking for:

The Identify Intents feature in Ahrefs' Keywords ExplorerThe Identify Intents feature in Ahrefs' Keywords Explorer

We can see that searchers are looking for techniques and methods to grind coffee beans at home, and especially without a grinder. If we want to rank high, we’ll likely have to follow suit.

Those are the basics of creating SEO content. But doing just this isn’t enough. After all, the quote goes, “if a tree falls in a forest and no one hears it, does it make a sound?”

This applies to your content too. You don’t want to create into a void; you want people to see and consume your content. This is where PPC comes in. You can run PPC ads to ensure that as many people see your content as possible.

For example, at Ahrefs, we run Facebook ads for our content:

An example of a Facebook Ad we ran for our contentAn example of a Facebook Ad we ran for our content

We also run ads on Quora:

Our Quora ads campaigns we ran for the blogOur Quora ads campaigns we ran for the blog

This way, we make sure that none of our content efforts go to waste.

Links are an important Google ranking factor. Generally speaking, the more links your page has, the more likely it’ll rank high in the search results.

But acquiring links is hard. This is why it’s still a reliable ranking factor. And it’s also why there’s an entire industry behind link building, and tons of tactics you can use, all with varying levels of success.

One way you can consider building links to your pages is to run PPC ads. In fact, we ran an experiment a few years ago to prove that it was possible.

We spent ~$1,245 on Google search ads and acquired a total of 16 backlinks to two different pieces of content. (~$77-78 per backlink.) This is much cheaper than if you had to buy a backlink, which according to our study, costs around $361.44.

(It would be even more expensive if you acquired links via outreach, as you would have to consider additional costs like software, manpower, etc.)

Retargeting allows you to target visitors who have left your website.

Here’s how retargeting works:

  1. A visitor discovers your article on Google
  2. Your ad management software sets a cookie on the visitor’s browser, which allows you to show ads to these visitors
  3. When the visitor leaves your website and surfs the web, you can show ads and persuade them to return to your website

Depending on where they are on the buyer’s journey, you can convince them to take the next step.

buyer's journeybuyer's journey

For example, if someone found your website via your article on the “best espresso machines”, it’s likely they’re looking to buy. So, you can set your retargeting ad to encourage them to visit your espresso machines category page.

On the other hand, if a visitor discovered your website from your “what is a coffee grinder” article, they might still be early on the journey. In that case, it might be prudent to encourage them to sign up for your email list instead.

Every site has important keywords. For example, besides our brand and product terms, critical keywords are “keyword research”, “link building”, and “technical SEO”.

Since these keywords are important, it makes sense to dominate the SERPs for them. You can do this by simultaneously running ads for them while ranking in organic search. For example, Wix ranks for the keyword “create website for free” in both paid and organic SERPs:

Wix ranks for the keyword “create website for free” in both paid and organic SERPsWix ranks for the keyword “create website for free” in both paid and organic SERPs

This is especially useful if you’re a new or smaller site. The keywords that are important to you are likely important to your competitors too. Which means you can’t compete with them overnight.

So, a good strategy is to target those keywords via PPC first, while investing in your SEO strategy. Over time, as you acquire more backlinks and gain more website authority, you’ll be able to compete with your competitors in organic search too.

While both channels are complementary, there are times where it may make more sense to choose one over the other.

When to choose PPC

If you fit these scenarios, it might be a better idea to go for PPC:

  • You’re promoting a limited-time offer, event, or launching a product. According to our poll, SEO takes three to six months to show results. If your event, offer, or launch is shorter than the expected timeframe, it’ll be over even before SEO takes any effect.
  • You need immediate, short-term results. If you need to show some results now, then PPC will be a better choice.
  • You have a disruptive product or service. SEO depends on figuring out what people are already searching for. If your product or service is completely novel, then it’s likely no one is searching for it.
  • Hyper-competitive SERPs. Some niches have competing sites with large SEO teams and deep pockets. Coupled with Google’s preference for known brands, if you’re in these niches, it can be difficult to compete. PPC offers a viable alternative for gaining visibility on the first page.

When to choose SEO

Here are times when it may make better sense to choose SEO:

  • Keywords are too expensive. Some industries, like insurance or finance, have cost-per-clicks (CPC) up to a few hundred dollars. For example, the keyword “direct auto insurance san antonio” has a CPC of $275.
  • Your niche is restricted. Certain industries or niches (e.g., adult, weapons, gambling, etc.) are prohibited or restricted from advertising.
  • You have a limited budget. PPC requires money to begin, whereas SEO can drive traffic to your website at no direct cost per visitor.
  • You’re building an affiliate site. Affiliate sites earn a commission when people buy from their recommendations. While it’s not impossible to build an affiliate site from PPC, it’s difficult to control the return on investment (ROI) since affiliate site owners cannot control sales conversion rates.

Final thoughts

There are cases where focusing on either SEO or PPC makes sense.

But most of the time, the best companies don’t discriminate between channels. If they produce positive ROI, then you should be using all marketing channels.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

The Three Pillars Of SEO: Authority, Relevance, And Experience

Published

on

By

The Three Pillars Of SEO: Authority, Relevance, And Experience

If there’s one thing we SEO pros are good at, it’s making things complicated.

That’s not necessarily a criticism.

Search engine algorithms, website coding and navigation, choosing and evaluating KPIs, setting content strategy, and more are highly complex tasks involving lots of specialized knowledge.

But as important as those things all are, at the end of the day, there is really just a small set of things that will make most of the difference in your SEO success.

In SEO, there are really just three things – three pillars – that are foundational to achieving your SEO goals.

  • Authority.
  • Relevance.
  • Experience (of the users and bots visiting the site).

Nutritionists tell us our bodies need protein, carbohydrates, and fats in the right proportions to stay healthy. Neglect any of the three, and your body will soon fall into disrepair.

Similarly, a healthy SEO program involves a balanced application of authority, relevance, and experience.

Authority: Do You Matter?

In SEO, authority refers to the importance or weight given to a page relative to other pages that are potential results for a given search query.

Modern search engines such as Google use many factors (or signals) when evaluating the authority of a webpage.

Why does Google care about assessing the authority of a page?

For most queries, there are thousands or even millions of pages available that could be ranked.

Google wants to prioritize the ones that are most likely to satisfy the user with accurate, reliable information that fully answers the intent of the query.

Google cares about serving users the most authoritative pages for their queries because users that are satisfied by the pages they click through to from Google are more likely to use Google again, and thus get more exposure to Google’s ads, the primary source of its revenue.

Authority Came First

Assessing the authority of webpages was the first fundamental problem search engines had to solve.

Some of the earliest search engines relied on human evaluators, but as the World Wide Web exploded, that quickly became impossible to scale.

Google overtook all its rivals because its creators, Larry Page and Sergey Brin, developed the idea of PageRank, using links from other pages on the web as weighed citations to assess the authoritativeness of a page.

Page and Brin realized that links were an already-existing system of constantly evolving polling, in which other authoritative sites “voted” for pages they saw as reliable and relevant to their users.

Search engines use links much like we might treat scholarly citations; the more scholarly papers relevant to a source document that cite it, the better.

The relative authority and trustworthiness of each of the citing sources come into play as well.

So, of our three fundamental categories, authority came first because it was the easiest to crack, given the ubiquity of hyperlinks on the web.

The other two, relevance and user experience, would be tackled later, as machine learning/AI-driven algorithms developed.

Links Still Primary For Authority

The big innovation that made Google the dominant search engine in a short period was that it used an analysis of links on the web as a ranking factor.

This started with a paper by Larry Page and Sergey Brin called The Anatomy of a Large-Scale Hypertextual Web Search Engine.

The essential insight behind this paper was that the web is built on the notion of documents inter-connected with each other via links.

Since putting a link on your site to a third-party site might cause a user to leave your site, there was little incentive for a publisher to link to another site unless it was really good and of great value to their site’s users.

In other words, linking to a third-party site acts a bit like a “vote” for it, and each vote could be considered an endorsement, endorsing the page the link points to as one of the best resources on the web for a given topic.

Then, in principle, the more votes you get, the better and the more authoritative a search engine would consider you to be, and you should, therefore, rank higher.

Passing PageRank

A significant piece of the initial Google algorithm was based on the concept of PageRank, a system for evaluating which pages are the most important based on scoring the links they receive.

So, a page that has large quantities of valuable links pointing to it will have a higher PageRank and will, in principle, be likely to rank higher in the search results than other pages without as high a PageRank score.

When a page links to another page, it passes a portion of its PageRank to the page it links to.

Thus, pages accumulate more PageRank based on the number and quality of links they receive.

Not All Links Are Created Equal

So, more votes are better, right?

Well, that’s true in theory, but it’s a lot more complicated than that.

PageRank scores range from a base value of one to values that likely exceed trillions.

Higher PageRank pages can have a lot more PageRank to pass than lower PageRank pages. In fact, a link from one page can easily be worth more than one million times a link from another page.

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

But the PageRank of the source page of a link is not the only factor in play.

Google also looks at the topic of the linking page and the anchor text of the link, but those have to do with relevance and will be referenced in the next section.

It’s important to note that Google’s algorithms have evolved a long way from the original PageRank thesis.

The way that links are evaluated has changed in significant ways – some of which we know, and some of which we don’t.

What About Trust?

You may hear many people talk about the role of trust in search rankings and in evaluating link quality.

For the record, Google says it doesn’t have a concept of trust it applies to links (or ranking), so you should take those discussions with many grains of salt.

These discussions began because of a Yahoo patent on the concept of TrustRank.

The idea was that if you started with a seed set of hand-picked, highly trusted sites and then counted the number of clicks it took you to go from those sites to yours, the fewer clicks, the more trusted your site was.

Google has long said it doesn’t use this type of metric.

However, in 2013 Google was granted a patent related to evaluating the trustworthiness of links. We should not though that the existence of a granted patent does not mean it’s used in practice.

For your own purposes, however, if you want to assess a site’s trustworthiness as a link source, using the concept of trusted links is not a bad idea.

If they do any of the following, then it probably isn’t a good source for a link:

  • Sell links to others.
  • Have less than great content.
  • Otherwise, don’t appear reputable.

Google may not be calculating trust the way you do in your analysis, but chances are good that some other aspect of its system will devalue that link anyway.

Fundamentals Of Earning & Attracting Links

Now that you know that obtaining links to your site is critical to SEO success, it’s time to start putting together a plan to get some.

The key to success is understanding that Google wants this entire process to be holistic.

Google actively discourages, and in some cases punishes, schemes to get links in an artificial way. This means certain practices are seen as bad, such as:

  • Buying links for SEO purposes.
  • Going to forums and blogs and adding comments with links back to your site.
  • Hacking people’s sites and injecting links into their content.
  • Distributing poor-quality infographics or widgets that include links back to your pages.
  • Offering discount codes or affiliate programs as a way to get links.
  • And many other schemes where the resulting links are artificial in nature.

What Google really wants is for you to make a fantastic website and promote it effectively, with the result that you earn or attract links.

So, how do you do that?

Who Links?

The first key insight is understanding who it is that might link to the content you create.

Here is a chart that profiles the major groups of people in any given market space (based on research by the University of Oklahoma):

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

Who do you think are the people that might implement links?

It’s certainly not the laggards, and it’s also not the early or late majority.

It’s the innovators and early adopters. These are the people who write on media sites or have blogs and might add links to your site.

There are also other sources of links, such as locally-oriented sites, such as the local chamber of commerce or local newspapers.

You might also find some opportunities with colleges and universities if they have pages that relate to some of the things you’re doing in your market space.

Relevance: Will Users Swipe Right On Your Page?

You have to be relevant to a given topic.

Think of every visit to a page as an encounter on a dating app. Will users “swipe right” (thinking, “this looks like a good match!)?

If you have a page about Tupperware, it doesn’t matter how many links you get – you’ll never rank for queries related to used cars.

This defines a limitation on the power of links as a ranking factor, and it shows how relevance also impacts the value of a link.

Consider a page on a site that is selling a used Ford Mustang. Imagine that it gets a link from Car and Driver magazine. That link is highly relevant.

Also, think of this intuitively. Is it likely that Car and Driver magazine has some expertise related to Ford Mustangs? Of course it does.

In contrast, imagine a link to that Ford Mustang from a site that usually writes about sports. Is the link still helpful?

Probably, but not as helpful because there is less evidence to Google that the sports site has a lot of knowledge about used Ford Mustangs.

In short, the relevance of the linking page and the linking site impacts how valuable a link might be considered.

What are some ways that Google evaluates relevance?

The Role Of Anchor Text

Anchor text is another aspect of links that matters to Google.

Three Pillars of SEO: Authority, Relevance, and Trust | SEJ

The anchor text helps Google confirm what the content on the page receiving the link is about.

For example, if the anchor text is the phrase “iron bathtubs” and the page has content on that topic, the anchor text, plus the link, acts as further confirmation that the page is about that topic.

Thus, the links evaluate both the page’s relevance and authority.

Be careful, though, as you don’t want to go aggressively obtaining links to your page that all use your main keyphrase as the anchor text.

Google also looks for signs that you are manually manipulating links for SEO purposes.

One of the simplest indicators is if your anchor text looks manually manipulated.

Internal Linking

There is growing evidence that Google uses internal linking to evaluate how relevant a site is to a topic.

Properly structured internal links connecting related content are a way of showing Google that you have the topic well-covered, with pages about many different aspects.

By the way, anchor text is as important when creating external links as it is for external, inbound links.

Your overall site structure is related to internal linking.

Think strategically about where your pages fall in your site hierarchy. If it makes sense for users it will probably be useful to search engines.

The Content Itself

Of course, the most important indicator of the relevance of a page has to be the content on that page.

Most SEO professionals know that assessing content’s relevance to a query has become way more sophisticated than merely having the keywords a user is searching for.

Due to advances in natural language processing and machine learning, search engines like Google have vastly increased their competence in being able to assess the content on a page.

What are some things Google likely looks for in determining what queries a page should be relevant for?

  • Keywords: While the days of keyword stuffing as an effective SEO tactic are (thankfully) way behind us, having certain words on a page still matters. My company has numerous case studies showing that merely adding key terms that are common among top-ranking pages for a topic is often enough to increase organic traffic to a page.
  • Depth: The top-ranking pages for a topic usually cover the topic at the right depth. That is, they have enough content to satisfy searchers’ queries and/or are linked to/from pages that help flesh out the topic.
  • Structure: Structural elements like H1, H2, and H3, bolded topic headings, and schema-structured data may help Google better understand a page’s relevance and coverage.

What About E-E-A-T?

E-E-A-T is a Google initialism standing for Experienced-Expertise-Authoritativeness-Trustworthiness.

It is the framework of the Search Quality Rater’s Guidelines, a document used to train Google Search Quality Raters.

Search Quality Raters evaluate pages that rank in search for a given topic using defined E-E-A-T criteria to judge how well each page serves the needs of a search user who visits it as an answer to their query.

Those ratings are accumulated in aggregate and used to help tweak the search algorithms. (They are not used to affect the rankings of any individual site or page.)

Of course, Google encourages all site owners to create content that makes a visitor feel that it is authoritative, trustworthy, and written by someone with expertise or experience appropriate to the topic.

The main thing to keep in mind is that the more YMYL (Your Money or Your Life) your site is, the more attention you should pay to E-E-A-T.

YMYL sites are those whose main content addresses things that might have an effect on people’s well-being or finances.

If your site is YMYL, you should go the extra mile in ensuring the accuracy of your content, and displaying that you have qualified experts writing it.

Building A Content Marketing Plan

Last but certainly not least, create a real plan for your content marketing.

Don’t just suddenly start doing a lot of random stuff.

Take the time to study what your competitors are doing so you can invest your content marketing efforts in a way that’s likely to provide a solid ROI.

One approach to doing that is to pull their backlink profiles using tools that can do that.

With this information, you can see what types of links they’ve been getting and, based on that, figure out what links you need to get to beat them.

Take the time to do this exercise and also to map which links are going to which pages on the competitors’ sites, as well as what each of those pages rank for.

Building out this kind of detailed view will help you scope out your plan of attack and give you some understanding of what keywords you might be able to rank for.

It’s well worth the effort!

In addition, study the competitor’s content plans.

Learn what they are doing and carefully consider what you can do that’s different.

Focus on developing a clear differentiation in your content for topics that are in high demand with your potential customers.

This is another investment of time that will be very well spent.

Experience

As we traced above, Google started by focusing on ranking pages by authority, then found ways to assess relevance.

The third evolution of search was evaluating the site and page experience.

This actually has two separate but related aspects: the technical health of the site and the actual user experience.

We say the two are related because a site that is technically sound is going to create a good experience for both human users and the crawling bots that Google uses to explore, understand a site, and add pages to its index, the first step to qualifying for being ranked in search.

In fact, many SEO pros (and I’m among them) prefer to speak of SEO not as Search Engine Optimization but as Search Experience Optimization.

Let’s talk about the human (user) experience first.

User Experience

Google realized that authoritativeness and relevancy, as important as they are, were not the only things users were looking for when searching.

Users also want a good experience on the pages and sites Google sends them to.

What is a “good user experience”? It includes at least the following:

  • The page the searcher lands on is what they would expect to see, given their query. No bait and switch.
  • The content on the landing page is highly relevant to the user’s query.
  • The content is sufficient to answer the intent of the user’s query but also links to other relevant sources and related topics.
  • The page loads quickly, the relevant content is immediately apparent, and page elements settle into place quickly (all aspects of Google’s Core Web Vitals).

In addition, many of the suggestions above about creating better content also apply to user experience.

Technical Health

In SEO, the technical health of a site is how smoothly and efficiently it can be crawled by Google’s search bots.

Broken connections or even things that slow down a bot’s progress can drastically affect the number of pages Google will index and, therefore, the potential traffic your site can qualify for from organic search.

The practice of maintaining a technically healthy site is known as technical SEO.

The many aspects of technical SEO are beyond the scope of this article, but you can find many excellent guides on the topic, including Search Engine Journal’s Advanced Technical SEO.

In summary, Google wants to rank pages that it can easily find, that satisfy the query, and that make it as easy as possible for the searcher to identify and understand what they were searching for.

What About the Google Leak?

You’ve probably heard by now about the leak of Google documents containing thousands of labeled API calls and many thousands of attributes for those data buckets.

Many assume that these documents reveal the secrets of the Google algorithms for search. But is that a warranted assumption?

No doubt, perusing the documents is interesting and reveals many types of data that Google may store or may have stored in the past. But some significant unknowns about the leak should give us pause.

  • As  Google has pointed out, we lack context around these documents and how they were used internally by Google, and we don’t know how out of date they may be.
  • It is a huge leap from “Google may collect and store data point x” to “therefore data point x is a ranking factor.”
  • Even if we assume the document does reveal some things that are used in search, we have no indication of how they are used or how much weight they are given.

Given those caveats, it is my opinion that while the leaked documents are interesting from an academic point of view, they should not be relied upon for actually forming an SEO strategy.

Putting It All Together

Search engines want happy users who will come back to them again and again when they have a question or need.

They create and sustain happiness by providing the best possible results that satisfy that question or need.

To keep their users happy, search engines must be able to understand and measure the relative authority of webpages for the topics they cover.

When you create content that is highly useful (or engaging or entertaining) to visitors – and when those visitors find your content reliable enough that they would willingly return to your site or even seek you out above others – you’ve gained authority.

Search engines work hard to continually improve their ability to match the human quest for trustworthy authority.

As we explained above, that same kind of quality content is key to earning the kinds of links that assure the search engines you should rank highly for relevant searches.

That can be either content on your site that others want to link to or content that other quality, relevant sites want to publish, with appropriate links back to your site.

Focusing on these three pillars of SEO – authority, relevance, and experience – will increase the opportunities for your content and make link-earning easier.

You now have everything you need to know for SEO success, so get to work!

More resources: 


Featured Image: Kapralcev/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Google’s Web Crawler Fakes Being “Idle” To Render JavaScript

Published

on

By

Google's Web Crawler Fakes Being "Idle" To Render JavaScript

In a recent episode of the Search Off The Record podcast, it was revealed that Google’s rendering system now pretends to be “idle” to trigger certain JavaScript events and improve webpage rendering.

The podcast features Zoe Clifford from Google’s rendering team, who discussed how the company’s web crawlers deal with JavaScript-based sites.

This revelation is insightful for web developers who use such methods to defer content loading.

Google’s “Idle” Trick

Googlebot simulates “idle” states during rendering, which triggers JavaScript events like requestIdleCallback.

Developers use this function to defer loading less critical content until the browser is free from other tasks.

Before this change, Google’s rendering process was so efficient that the browser was always active, causing some websites to fail to load important content.

Clifford explained:

“There was a certain popular video website which I won’t name…which deferred loading any of the page contents until after requestIdleCallback was fired.”

Since the browser was never idle, this event wouldn’t fire, preventing much of the page from loading properly.

Faking Idle Time To Improve Rendering

Google implemented a system where the browser pretends to be idle periodically, even when it’s busy rendering pages.

This tweak ensures that idle callbacks are triggered correctly, allowing pages to fully load their content for indexing.

Importance Of Error Handling

Clifford emphasized the importance of developers implementing graceful error handling in their JavaScript code.

Unhandled errors can lead to blank pages, redirects, or missing content, negatively impacting indexing.

She advised:

“If there is an error, I just try and handle it as gracefully as possible…web development is hard stuff.”

What Does This Mean?

Implications For Web Developers

  • Graceful Error Handling: Implementing graceful error handling ensures pages load as intended, even if certain code elements fail.
  • Cautious Use of Idle Callbacks: While Google has adapted to handle idle callbacks, be wary of over-relying on these functions.

Implications For SEO Professionals

  • Monitoring & Testing: Implement regular website monitoring and testing to identify rendering issues that may impact search visibility.
  • Developer Collaboration: Collaborate with your development team to create user-friendly and search engine-friendly websites.
  • Continuous Learning: Stay updated with the latest developments and best practices in how search engines handle JavaScript, render web pages, and evaluate content.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites

Other Rendering-Related Topics Discussed

The discussion also touched on other rendering-related topics, such as the challenges posed by user agent detection and the handling of JavaScript redirects.

The whole podcast provides valuable insights into web rendering and the steps Google takes to assess pages accurately.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites


Featured Image: fizkes/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending