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November 16, 2018 by Bill Treloar 1 Comment

The Top 7 SEO Things Small Businesses Screw Up

On November 16, 2018 / copywriting, keywords, page content, SEO practices, user experience / 1 Comment

SEO mistakes are easy to make.SEO Mistakes Are Easy

Owners of small (and very small) businesses are usually highly skilled in what they do. But they often have insufficient experience with SEO. Despite our company name, there’s no “magic” in SEO, but it’s not intrinsically obvious either. I hope it’s helpful for you to know these pitfalls.

The Top 7 Things Small Business Owners Screw Up

1) Not starting SEO soon enough

Start your SEO as soon as possible.It’s very common for small business owners to recognize very early on that a website is indispensable to their business. They will often spend a great deal of time and effort in creating a website that is robust, full-featured, attractive, and even sexy. Often it will include a blog with months or years of laboriously crafted information.
But without SEO, all of that information may be inaccessible to potential customers. It’s like a Billboard in the Woods. Want to find out if your site is a Billboard in the Woods? Conduct a simple test.
Once you realize that your beautiful website can’t be found, SEO becomes a priority. And at that point, it may require you to make major changes in your website design, structure, and content. The sooner you start your SEO, the less work you’ll have to re-do on your site.

2) Writing for Google

Google's G logoYour audience is people: current and future customers or clients. But out of zeal to achieve high visibility in Google, many small business owners focus on Google instead of on their customers.
That can result in practices that violate Google’s standards, like creating doorway pages. It’s always a bad idea to try to fool Google into ranking you higher than you deserve. But even without that, thinking too much about Google and too little about your customers often results in content that goes overboard in terms of keyword inclusion.
Keyword stuffing makes a web page read awkwardly and creates a poor user experience which may well drive people away. A few years ago in Google’s Penguin algorithm update, they specifically focused on penalizing keyword stuffing.

3) Not understanding the customer

As business owners, we’re always focusing on what we do and the advantages or features of our products and services. It’s natural to write about that on our websites.
But that misses the point.
Don't put your customer tyo sleep by emphasizing features instead iof benefits.Customers don’t care what the features are; they care about what it will do for them. To get customer to buy from you or patronize your services, you need to explain what’s in it for them. What benefits you offer, not what features you have built into your products or services.
It’s also important to write with a customer focus in mind. If your web pages talk all about what “I” or “we” can do, it misses the marketing message. Your web content needs to talk about whatever desire, pain point, or purpose the customer has in conducting the search that brought him or her to your website. Good marketing copy is YOU-focused, not ME-focused.

4) Choosing unachievable keywords

Some keywords are dominated by big, national companies.It’s natural to want to focus your SEO on search phrases that people search for a great deal. Optimizing for a phrase that people search for hundreds of thousands of times a month instead of phrases that people search for 20 or 30 times a month. The problem with that is that such keyword phrases are usually way too competitive for a small business to compete with.
On the bell curve, keyword phrases that fall in the middle of the curve get the most searches, but are also the most competitive. Long tail keyword phrases — those out near the edges of the curve — can be finely tuned to focus on your unique selling proposition and good rankings are much more achievable for them.
Don’t optimized for car repair. Optimize instead for brake repair. And transmission repair. And each of your auto services. Even better might be to optimize for brake repair in [your town or county].
Don’t optimize for New Jersey lawyer. Optimized instead for New Jersey workers compensation lawyer. Or New Jersey child support lawyer. Or NJ real estate attorney.

5) Not writing enough

Copywriting for marketing and SEO is a valuable skill.Too often small business owners want to keep their pages short and “punchy”. You may recognize that people don’t have the patience to read a great deal of content. The Internet expression TL:DR has become popular lately. It means “Too Long: Didn’t Read”.
The mistake here is that people don’t read a web page the way they read a novel. They scan or skim, looking for subheadings to find the morsels that they are particularly interested in. If your copy is constructed well with frequent subheadings, it won’t be intimidating to the visitor on your site. And they can find what they need to know easily.
Beyond that, though, if you’re optimizing a page for two or three different but related keyword phrases, you need at least 300 words of copy to help Google understand what the page is all about. To include those keywords  on the page enough with fewer than about 300 words inevitably requires you to do keyword stuffing.

The Top 7 SEO Things Small Businesses Screw Up

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6) Having a single Services page

List of ServicesThis is a critical error I see a lot. In order to present the website from growing too large, a business will include a  page titled Services. On that page they may have a bulleted list of all the different things that they do, possibly with a sentence or two of description about each of them.
If a page is about everything you do, it can’t possibly be “all about” any one thing that you do. Let’s say your car repair shop does transmission repairs. If that is only one item out of a bullet list of a dozen or two services you offer,  Google is never going to want to show that page to somebody who’s looking for a transmission repair shop.
If, however, each item listed on your Services page links to another page that is truly all about that specific service, those are the pages that Google will like.

7) Forgetting about the code

Craft your meta description carefully.This is understandable. As a small business owner, you probably know little about HTML code — the computer code that tells a browser or phone how to display your page — and care about it even less. But there are certain things in the HTML code which the visitor to your site never sees but have a critical role in your SEO.
The page title tag is the most powerful place to have keyword phrases appear. That’s in the code; it’s not the main headline on your page.
The description meta tag often appears as a snippet in the search engine results even though it doesn’t appear on your visible web page. That can play significant role in whether someone clicks on your listing in Google or one of the listings below you.
There are a lot of coding techniques that can help your SEO. You ignore them at your peril.

8) Failing to monitor results

Google rankings can suffer unexpectedly.Your search rankings are going to bounce around a bit, and that’s inevitable. But if you’re not paying attention to them, and your rankings begin to slide, you may not notice it in your revenue numbers until much later. You should always monitor your rankings, your web authority, your competitive position, your social media presence, and your citations across the web. It’s also important to run periodic site crawls to reveal whether Google or other search engines are running into difficulty understanding what’s on your website.
Sometimes changes in Google’s ranking algorithms can begin to hurt you even though everything you have done up to that point is effective. For example:

  • Having a mobile-friendly website that’s easy to use on a phone was unimportant just a few years ago. Today it’s critical, and is a ranking factor at Google.
  • We didn’t used to pay too much attention to how quickly a web page loads in a browser, but now slow pages can hurt your rankings.
  • A few years ago, secure websites with URLs starting with HTTPS only applied to websites that collected personal information like credit cards and email addresses. No longer. Secure websites now enjoy a boost in rankings compared to those that are not secure.

As a small business owner, you can’t be expected to stay on top of every change in how Google ranks websites, but if you monitor your results you’ll know when something is going wrong. Only then can you take steps to fix it.

Rank Magic can help!

That’s rather a lot of stuff to be aware of and to deal with. And as a small business owner we know you have your hands full just running your business. That’s where Rank Magic can help.
If you’d like us to explore your website over the phone with you and highlight any problem areas you may not be aware of,  just give us a call. The call is free, but the advice can be priceless.

We welcome your opinion. Join the conversation in the Comments below!

Did you find this helpful? If so, please share it with the social media buttons on the left or the Click To Tweet above.

October 24, 2018 by Bill Treloar Leave a Comment

How To Write Great Meta Descriptions For Your Business

On October 24, 2018 / page content, SEO practices, user experience / Leave a Comment

Writing desk
Meta descriptions are not used to directly determine your SEO rankings. However, they do convince searchers to visit your website. A bad meta description might undermine your web page — or your brand.
Below I’ve explained how your business can write great meta descriptions in order to  turn casual searchers into paying customers.
Recommended reading: 10 SEO Mistakes Small Businesses Make

Why are meta descriptions important to your business?

SEO makes your web pages rank well in SERPs. You then need to convince searchers that your business provides them with the result they’re looking for. This is what your meta descriptions do – meta descriptions are your sales people.
You need to produce winning sales pitches for you business by writing great meta descriptions for your web pages. Here’s how.

Don’t underestimate the value of a great meta description to get people to click on your listing.

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Start with the PSO approach

Before you do anything you need to get inside the heads of your customers. They’ve searched Google because they’re looking for answers. Your way to to make sure your business has these answers is to follow the PSO (Problem, Solution, Outcome) approach. I’ll use the example of health and fitness – something I’ve searched for plenty of times myself!

  • Problem: Your customers want to be fitter and healthier
  • Solution: How are you going to help them achieve their goals
  • Outcome: Make your customers see how your business has improved their lives

Here is an example of a meta description for a business in the health and fitness industry. I searched fitness wear to get the results:
Google snippet with a well constructed meta description tag.This brand is all about showing love to US made products. It knows that its target audience is searching for workout clothes. But it goes further. It sells itself as being exciting. The outcome? You’ll look so good in these clothes that “you’ll wear them all the time.” It’s just a shame that the number of brands in the title and meta don’t match.

Meta description length: Make sure Google doesn’t cut you off

A copywriter will tell you that one of the basic rules of writing is to deliver the right amount of content. Don’t go over the word count and don’t run short. You have to take the same approach with your meta descriptions.
If your meta descriptions are too short you’ve missed valuable space to sell the value of your business. If your meta descriptions are too long Google will cut them off, leaving half complete words and sentences.
You might have read that your meta description length is all about characters. And that your metas need to be up to 160 characters long – or 300 since the changes made by Google in December 2017. This is wrong. It’s all about pixels.

Watch the length of your meta description tags: it can affect your Google click-through rate.

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The reason that pixels are so important is that some letters and numbers are longer than others. This means you could have the right number of characters but still find your metas cut off. To make sure your meta descriptions are the right length keep to the following:

  • 920 pixels for desktop
  • 680 pixels for mobile

If you have a mobile responsive web design the same page will be used on mobile and desktop. This means the same meta will be used, which means the meta could be squashed. To get around this problem, use 920 pixels and then enable the viewport tag. The video below explains how to do this:

To be certain your meta descriptions don’t have too many pixels in them I recommend using a tool to view how Google will see them. My preferred tool is SEOmofo but there are plenty out there which you can use – a tool wouldn’t have stopped the below meta description from being terrible (the content is all kinds of awful), but it would have meant Sears knew it was too long:
Google snippet with a meta description that's tooo long

Focus on your customer – not your business

Too many businesses forget that their customers don’t care about them. What their customers care about is their needs. The structure of your meta descriptions will be formed from the PSO approach. The content of your metas needs to be inspired by your customers.
To convince your customers your business has what they’re looking for, your metas need to talk about and to your customers.
Product pages and blog posts need to tell your customer how your products are going to improve their lives. Gymshark is the top fitness and apparel brand on Instagram. I’ve picked a random page to show how Gymshark writes a great meta description:
Google snippet with a great meta description
The customer is the center of the content. It’s “your” back “your” all-important rest day. It’s playful and caring. But what’s really great about this meta is that it uses curiosity to create a great CTA – more on that soon…
Your home page needs to make a personal connection between your brand and your customer. The Fit Boxx is one of the top performing fitness brands on Exchange. I’ve looked at its home page to see how great the meta description is:
Google snippet illuistrating a good customer-focused meta description
Craft your meta description carefully.Your customers want to be told about the benefits of your products, not the features. In this great example, the customer is told that The Fit Boxx will provide them with the key fitness products they need “and more.” Not only that, the brand will deliver to their door.
All of the major questions a customer would have about a crossfit brand are answered in the meta. And the focus is purely upon the benefits. Now they just need to click through and find out how much this will cost.

Make sure you have a CTA

While it’s important to show your customers that your brand has what they need, don’t forget that your meta description is a piece of sales copy. In order to make sure you convert searchers into customers you need a CTA (Call To Action).
Include a Call To ActionThere are a number of top tips to writing a CTA that will give you a great meta description:

  • Use a command verb: These tell your customer to do something. Great examples include “buy,” “now,” and “visit.”
  • Include offers with a timescale: Giving your customer an offer or discount is always a winning sales tactic. Telling your customers they only have a limited time before it runs out encourages them to act, NOW!
  • Inspire curiosity: Another technique is to keep your customers in the dark (a little). Tease them by giving part of the message and leaving some of it open. While it may sound counterproductive, industry-leading marketer Neil Patel has explained that curiosity leads to increased sales

For more information on how to write a CTA that converts, check out the brilliant video below:

A great meta description will convince your customers that you have what they need, getting them on to your website where they can buy your products. Follow the guidance in this article and you’ll be writing great meta descriptions that will win you business.
Victoria Greene

Victoria Greene
is a branding consultant, freelance writer, and SEO content specialist. On her blog, VictoriaEcommerce, you’ll find an array of articles to help your startup make the most of ecommerce tactics to increase your revenue.
 

We welcome your thoughts and observations. Join the conversation in the Comments below!

June 27, 2018 by Bill Treloar 3 Comments

10 SEO Mistakes Small Businesses Make

On June 27, 2018 / analytics, copywriting, keywords, links, SEO practices, user experience / 3 Comments

Small business SEO isn’t obvious

SEO is not magic. We explain 10 common small business SEO mistakes.I often explain that despite the “Magic” in our company name, SEO isn’t magic, and there really should be no secrets about how it works. Nevertheless, it does require a little shift in how you think about your website to understand what works and why. Small business SEO mistakes can be pretty easily avoided if you know what they are.

Startups and small business owners, especially those with cash flow concerns, often try to do things for themselves. We found that there are some common SEO mistakes that small businesses make which are easily avoidable. Here’s a list of the top ten things small business owners often mess up when trying to do SEO. (Needless to say, if you want or need professional help in optimizing your site without making these errors, Rank Magic is here to help.)
Much of what follows comes with a tip of the hat to the folks at Search Engine Watch; if you’d like to read a bit more about this from their perspective, here’s their article on the subject.

Ten SEO mistakes that small businesses make

Neither are some of these ten common mistakes

1) Waiting too long

Small business owners often spend months or years designing their websites and creating content. Without an SEO strategy in place from the beginning, they often find their efforts to be sub- optimal. When they come late to the SEO process, very often much of what they have worked on so diligently on the website needs to be redone in accordance with SEO best practices. The best time to start SEO is when you start designing (or redesigning) your website. This may be the single most common small business SEO mistake.

2) Avoiding low-competition keywords

It’s easy to think that you should focus on the keyword phrases everyone is searching for all the time. It feels like a waste of time to optimize for niche keyword phrases that receive fewer searches. But for a new business or a new website, the reverse is actually true. It takes months and years to develop the online authority to rank highly for those keyword phrases – you may be trying to compete with Amazon or Wayfair or Costco for those super-high volume keyword phrases. They’re the most competitive.
Optimizing for appropriate low competition keyword phrases is easier and much more likely to result in success over the shorter term.
For local businesses, niche keyword phrases might include a county, town, or neighborhood. Think electrician on the upper East Side or Indian restaurant in Morristown. Those kinds of keyword phrases narrow your competition dramatically and make it much easier to achieve first page rankings. At Rank Magic, we do extensive keyword research and analysis for our clients.

3) Optimizing for Google instead of the customer

Design for humans, not Google.Just about anything you do on a website specifically for Google, is likely to fail to address the needs of your customers. As Google has improved over the years, it’s gotten very smart about identifying websites that are helpful to users as opposed to being focused just on Google. It’s important to bear in mind that the user experience on a website is a ranking factor at Google.

4) Ignoring or avoiding long-tail keywords

Long-tail keyword phrasesLong tail keywords are easier to rank for. are more precisely focused on your products or services than more general terms. A new plumbing company may optimize for the keyword plumbing.  But most people searching for that phrase are looking for general information about plumbing — or perhaps jobs in the plumbing industry — rather than looking to hire a local plumber. The keyword plumbing services receives fewer searches per month but is much more closely focused on the needs of the plumber’s customers. An even longer-term phrase for one of this company’s services might be sump pump repair or sump pump leak. Our new plumbing company is likely to have much better success with these long-tail phrases.

10 SEO mistakes that small businesses make

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5) Ignoring the code

I see this often, especially with new businesses that have tried to create their own website using one of those do-it-yourself sites like GoDaddy or Yahoo Site Builder. The code that runs the website is not visible on the page and is easy to ignore. But that code includes lots of information critical to search rankings and to conversions once you do show up in a search. Things like
Meta tags are in the HTML code that runs your site and they tell search engines about your page.

  • The page title, which shows up as the headline of your listing in Google,
  • The meta-description tag, which often shows up as part of your listing in Google,
  • Page and image file names,
  • Image alternate text,
  • URL structure and more.

These items all relate to the underlying code of your web pages which either A) help Google understand what the page is about and the value it offers or B) contribute to the likelihood of someone clicking on your listing when it shows up in Google.

6) Keyword stuffing

The now-ancient practice of keyword stuffing involves using a keyword phrase over-abundantly on the page in the hopes that it will convince Google the page is really, really, really about that phrase.
It doesn’t work. And it makes the user experience on the page really crappy, driving people away instead of converting them to paying customers. This is a small business SEO mistake that was usually made many years ago and has just never been fixed. If it applies to you, it’s time to fix it.

7) Forgetting internal links

Once you have people on your site, you want them to stay long enough and learn enough about you so they want to do business with you. Internal links – links among the various pages on your site foster those more extensive visits on your site.

8) Not measuring results

This chart of search traffic is an example of result tracking.You need to know if your efforts are working or not. If they’re not helping, you know you need to change things. How are your search rankings doing over time? How much traffic are you getting from search? Is it improving? You need to know this. Rank Magic provides extensive reporting to our clients on the essential things they need to know but if you’re not a client of ours you should take steps to track results yourself.

9) Focusing on features instead of benefits

You’re enmeshed in your business and are proud of the features of your products or services. Small businesses often get bogged down in the details of those features and go on at length about them.
Guess what? No one cares.
Your customer cares about benefits, not features. They want to know how you can address their concern or relieve their problem. They won’t search for a high tech toilet float valve — they want you to stop their leaky toilet.
This is one of those SEO mistakes that small businesses make that requires you to change your perspective about what to tell people about your business.
Learn more about customer-focus in this blog post.

10) Forgetting about calls to action

Order a hamburger at any fast food restaurant and I’ll bet the person taking your order asks “You want fries with that?” They sell a lot more fries because they ask. That’s known as a call to action.
This Buy Now button is a clear call to action.We all think our website copy is going to make us irresistible and will make users reach out to us without us having to ask. We’re delusional about that.
What do you want your website users to do? Buy something? Call for an appointment? Subscribe to your newsletter? Ask them.
To finish up this post, here are a few examples of calls to action:

If your small business is not ranking well and bringing in customers — Rank Magic can fix that!

Did you find this helpful? If so, please share it with the buttons on the left or the Click To Tweet above.

We welcome your thoughts in the Comments section below.

February 15, 2018 by Bill Treloar Leave a Comment

Frightening News about Page Speed and Bounce Rate

On February 15, 2018 / Google, SEO practices, user experience / Leave a Comment

Page speed and bounce rate – a couple of definitions

  • Page speed: the time it takes to fully display the content on a specific web page.
  • Bounce rate: the percent of visits to a site that look at only one page.

Measure your page download speed and keep it under three seconds

How page speed and bounce rate are related

Impatience drives visitors to leave a web page that doesn’t display on their computer or phone as quickly as they want it to. That’s a bounce. The rule of thumb currently is that you begin to lose significant numbers of visitors when your page speed exceeds two seconds. Pingdom says:

… the average bounce rate for pages loading within 2 seconds is 9%. As soon as the page load time surpasses 3 seconds, the bounce rate soars, to 38% by the time it hits 5 seconds!

Graph showing the relationship between page speed and bounce rate
This graph illustrates the bad news. As page download time increases beyond 3 seconds, bounce rate increases dramatically.
A high bounce rate represents lost business.
If your goal is for visitors to take an action on your site, such as filling out an information form, contacting you, or buying something  — then bounces  represent lost customers.
But it’s actually worse than that.

Ranking factors on Google

It’s been well known and reported here that page speed is a ranking factor at Google. We began warning about it way back in 2009. All else being equal, a fast downloading page will outrank a slow page.
We’ve also pointed out that a high bounce rate is a negative ranking factor on Google as well.

Frightening fact: Slow web page speed drives up your bounce rate. We explain.

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Update June 2018: If your market is international, it may help to know what your page speed is overseas. I recommend a test at DotCom Tools that will test your page speed at over 20 international cities.
Update December, 2019:  Matthew Woodward in the UK has written a helpful guide you may find useful. 6x Free Ways To Increase Website Speed (and search traffic!)

Why it gets really bad

The frightening thing about all this is that these two negative ranking factors compound one another. It’s bad enough if you suffer a ranking penalty because your page is slow. But that slowness raises your bounce rate, resulting in a double-whammy to your ranking in Google search results.
Our recommendation is to work to make sure your pages all download within three seconds at the most. Two seconds is ideal, but three seconds is usually tolerable.

We always welcome your perspective. Let us know what you think in the comments section below.

We offer a free SEO review of your website, including page speed and many other factors. Call us and let’s set it up.

 

December 18, 2017 by Bill Treloar Leave a Comment

Does Your Site Use Intrusive Interstitials? Better Not!

On December 18, 2017 / Google, page content, user experience, web design / Leave a Comment

Why you need to avoid intrusive interstitials

What’s an Interstitial?

An interstitial is an ad that appears in between two pages. Sometimes they can appear before the home page on your site. Often interstitials are pop-up ads, but sometimes they will be helpful, like an offer to chat with a live person. An interstitial ad is a form of interruption marketing used by advertisers who want their ads to be more like broadcast ads.
Many interstitials are just fine. But you want to be  sure your interstitials aren’t intrusive.
Examples of intrusive interstitial's that can generate a Google ranking penalty.

What’s wrong with an intrusive interstitial?

An intrusive interstitial or pop-up ad is one that annoyingly blocks all or most of a page. This is more problematic on mobile sites where there’s much less screen real estate. With less room on the screen it’s very easy for an interstitial to be considered intrusive.
One thing intrusive interstitials do is that they annoy your visitors. That’s a bad thing in and of itself, especially if it’s annoying enough to drive the visitor away. They also slow down the loading of your site because it’s extra material to download into a phone or browser.

You need to avoid intrusive interstitials on your website!

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Why is it important to avoid them?

It’s been well known for years that Google favors fast sites. If your interstitial is slowing down the display of your pages, that might hurt your ranking. But even beyond that, Google hates them. Google announced about a year and a half ago that at the beginning of 2017 intrusive interstitials would negatively affect your ranking. And here at  Rank Magic we are always concerned about the health of your rankings.

A few exceptions

Google has identified three types of interstitials that “would not be affected by the new signal” if “used responsibly.”

  • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
  • Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.
  • Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app-install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.

Please join the conversation and share your observations in the Comments section below.

If you’re struggling with your online visibility, please call us. Because at Rank Magic, we can fix that!

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