Kristina Kledzik's Posts

Mobile SEO in 2015 - Is Your Site Up To Date?

A year and a half ago, I worked with Bridget Randolph to put together a guide to building a mobile site. It takes you through the process of creating a mobile-friendly site, from design to development to analytics. Needless to say, we did a lot of research into mobile site creation. We spent so much time on it, it’s stayed fresh in my mind through, well, a year and a half.

As 2015 is kicking off, I thought it’d be good to go through our trusty guide and see what needed updating. I was comforted to see that the core is really still the same: webmasters still choose between responsive, dynamic, and separate mobile sites; the code is still the same, and devices are approximately the same size.

The changes were more nuances. Mobile web development was an industry in its childhood in 2013, and now we’ve solidly passed puberty. We’ve got some standards figured out, and there’s a lot more accessible support than there used to be.

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Optimize Your SERP Snippet Click-Through Rate

Us SEOs put a lot of effort into increasing rankings. We spend thousands of marketing dollars creating link bait, weeks reorganizing the internal linking structure to best support important pages, and hours complaining that Target’s terrible category page or eHow’s poorly written post is still outranking our perfectly crafted page.

But we rarely spend much time trying to increase the click-through rate (CTR) by appealing to searchers with a more optimized page title and meta description. Talk to any PPCer, and they’ll confirm that their jobs aren’t just about coming up with keywords and paying for the highest ad position. It’s also about increasing the click-through rate of their ad copy.

SEOs usually make sure that page titles and meta descriptions exist, at the very least, and start with the target keyword. We’ll remind our clients or coworkers that search engines only display 70 characters in a page title (512px if you’re very specific about it) and 150 characters of a meta description.

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DistilledLive Catch Up: Responsive Web Design

Last Monday, our Seattle office held a meet up about responsive design. We were lucky enough to get Matt Fordham, technical director at Wintr, to explain the fundamentals behind responsive design itself, and I made my argument for why responsive is so great for SEO. If you aren’t lucky enough to live in Seattle (or just weren’t able to make it Monday night), we’ve got all the details here.

The Case for Building Good Mobile Sites

I’m not going to start building the case for mobile in general, because most of you already have mobile sites. Most of you had mobile sites in 2010. The problem is, a lot of companies have bad mobile sites.

Mobile isn’t something you can keep neglecting. 50% of teens and 45% of young adults access the internet primarily through their phones already1, and that number is only going to grow as phones get cheaper and better.

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How to Perform a Content Audit

One of my favorite things about going to conferences is all of the exciting ideas you come away with. At MozCon 2013, which just ended yesterday, the focus was on creating quality content strategies.

But unless you’re building a brand new company right now, the site you’re working on probably already has a good amount of content. It might be tempting to ignore it and set off on a new campaign, but there are a number of reasons you want to analyze the current content on the site first:

  • You can learn which content is most successful by identifying pages that are already doing well
  • You can learn what doesn’t work and steer away from that
  • You can find holes in the types of content you provide
  • Clever content attached to a shitty site will not make those shitty pages convert, it will make visitors abandon the clever content
  • Duplicate content or an excess of low quality pages could hurt your site as a whole, including that new, mind-blowing content you’ve just added

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Choosing the Right Mobile Site Platform

A few months ago, I wrote a post on SEOmoz about responsive web design, and how good it can be for SEO. A fellow Distiller, Bridget Randolph, followed up with a post about how to optimize a separate mobile site. Both got a lot of attention: we’re getting to the point now where having a well-optimized mobile site is becoming a necessity rather than an option. The question is, which format is right for YOUR site?

To help you choose the best format for your site, Bridget and I decided to put together a best practice guide to Building Your Mobile Friendly Site, which we’ve just launched today. It discusses important points about design, development, search engine optimization, and web analytics for both separate and responsive sites. The first step, though, is choosing which type of site you’re going to build.

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