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The provider of affordable website hosting presents - 7 Must-Have Tools for PPC Managers

While the digital world can be highly changeable, some things remain the same. One of those constants is that PPC is still a primary profit generator, and a lucrative way to monetize. When you look at the methods of the highest earning websites across the web, what is often at the very top of their earning strategies? PPC.

If you are looking for a way to optimize your own website for higher earning potential, these tools are must haves.

Ringostat

Ringostat is an intelligent call tracking tool that increases the performance of the advertising and optimizes business workflow.

Ringostat multi-channel report shows the sequences of interactions that brought the user the phone call. With this type of reports Ringostat clients see how previous referrals and searches contributed to their sales, what traffic sources were the first in the consideration process and what sources ultimately converted the user into the lead.

Moreover, these reports show the number of visits from each advertising channel. The call log allows to evaluate the efficiency of advertising campaigns and properly re-allocate the advertising budget. Showing the source of each phone call up to a keyword level, it helps to determine the campaigns that really generate calls.

Obviously, you can glean a lot about your customer  base this way, which can really help you with ad planning. It is expensive, but worth it if you have a decent sized business.

Adwords Editor

Nothing is as frustrating as having to manually go in and edit a bunch of different campaigns in Google AdWords. So your best bet is to make it possible to mass edit and make changes faster.

Adwords Editor gives you the power to do that. It is a super simple tool, maybe so simple it doesn’t seem like it would be that helpful. But it is…oh, yes, it is.

Keyword Planner

Speaking of Google, have you used their Keyword Planner yet? If not, you are insane. This is hands down the best free research tool on the web.

You can find the best keyword combinations and monitor your campaign progress, making changes along the way until you have the best possible keywords targeted. Start using it, and thank me later. If you are already using it, use it more. Then thank me again.

Answer The Public

This is a great secondary keyword research tool to use in addition to Google’s Planner. You can generate questions related to your business, and come up with some awesome target phrases. Plus, it is free.

This is out of the usual scope of PPC tools, but is still really valuable and can inform your strategy later on.

SERPstat

How do you keep a leg up on the competition? Spy on them, of course! This tool is a handy little app that will do the detective work for you.

You can find out what keywords they are targeting, how much they are spending on campaigns, and a lot more. Sometimes knowing what the other guys are doing is the best possible way to improve your own efforts.

Trello

Trello is kind of my collaboration and project management tool of choice. I use it for everything from professional projects to personal ones.

I find with PPC campaigns it is a great way to organize keywords, track data, and make future plans. Especially if you are working with a team that needs to stay involved.

Adwords Scripts

No one really likes spending all the time needed to run an effective PPC campaign. It takes ages, and so much energy.

These scripts written by BrainLabs automate several of the tasks that take up the most time. Every one of these is a lifesaver, and you should implement them immediately.

Have some tools to add? Let us know in the comments!

The post 7 Must-Have Tools for PPC Managers appeared first on SEO Chat.

Source: SEO Chat | 7 Must-Have Tools for PPC Managers | 20 May 2016, 12:47 am

The provider of affordable website hosting presents - New Keyword Competition Tool From Moz

Keyword Explorer Launched For SEO Experts

Moz has launched a new tool called Keyword Explorer which is designed to simplify and improve the method of researching keywords for a successful SEO campaign.

Great news for the world of SEO as Moz has launched a new keyword research tool known as Keyword Explorer or KWE. Keywords are the foundation stones that the SEO industry is built upon so it is exciting to have a new comprehensive overview of the best keywords to use to enhance the position of a site in SERPs.

Although there are other keyword services being utilised within the industry, the new offering from Moz is already standing out as a particularly superior style of tool. It contains many unique features such as metrics and advanced functionality which exist to add value to the keyword gathering process whilst saving precious time for SEO consultants.

Spans The Entire Keyword Research Process

Keyword research is one of the most important phases in any SEO campiagn. Explorer has been designed to assist you throughout your entire keyword journey. It begins with the discovery stage of offering keyword ideas and then takes you through various steps such as getting metrics, building a list, keyword filtering and easy prioritisation of keywords you wish to target.

Reliable Volume Score

The inbuilt volume score is one of KWE’s greatest features and goes beyond what Adwords currently reports. By using a volume bucket methodology, Moz receives anonymised clickstream data from around 1 million real searches in the US and then manages to predict the search volume of a particular keyword. This approach provides keyword reports with a 95% accuracy rate. Google’s own keyword planner has attracted much criticism for being inaccurate as it is based on rounded averages.

Opportunity, Importance And Potential Metrics

On top of the typical volume and difficulty metrics that are featured in other keyword tools, KWE also provides information on three other essential pieces of information in keyword metrics – opportunity, importance and potential. ‘Opportunity’ delivers an estimate on the click-through-rate (CTR) of the organic results in search. ‘Importance’ is a variable which allows users to mark how vital a particular keyword is to the strength of their own campaign. The ability to track a combination of all the metrics in order to create a keyword prioritisation list is known as ‘Potential’.  

Single Platform

In the past, SEOs relied on the manual recruitment of keywords from a wide variety of sources including Keyword Planner data, Google Suggest and Related Searches. KWE makes all of these available in its tool as well as topic-modelling ideas, keywords from the clickstream data and alternative keywords related to existing ranking pages.

Ease Of Import And Export

KWE is built with SEOs in mind. It realises that people have their own research methods and therefore supports easy import and export functionality. If an SEO consultant already has a keyword list, then they can upload it into Keyword Explorer to obtain metrics. Alternatively power users can use the KWE metrics process but then export the data to Excel if they have specific niche analysis that they want to perform outside of the platform.

Keyword Explorer is currently available as a freemium model – you can execute two free searches per day without logging in, up to five if you have a community account with Moz and unlimited if you hold a Pro Subscriber account.

KWE will give SEOs the edge in gaining an advantage over the competition in SERPs. Make sure you hire an SEO firm who always utilises the best and most innovative tools on the market to ensure incredible results for your brand.

The post New Keyword Competition Tool From Moz appeared first on SEO Chat.

Source: SEO Chat | New Keyword Competition Tool From Moz | 17 May 2016, 9:41 pm

The provider of affordable website hosting presents - Outdated SEO Is Killing Old King Content And You Need To Save It!

Do you remember the good old days when you could get do follow backlinks pointing back to your blog and it would rank high in the search engines? 

Well, I'm here to tell you, Google remembers too! And they're murdering sites faster than Uma Thurman did in Kill Bill! Just stop with these archaic methods that will get you nowhere fast.

Like saint John the Baptist, I'm here to preach the good word and that is… You don't need to build many backlinks. That's right, there are better ways to get traffic to your site that are not only Google compliant but less time consuming.  

In this free report and I'm going to tell you why they don't work anymore but more importantly, I'm going to give you three free resources that are going to 'UP' your site's rankings and give you a firmer presence online.  

Yup, there are no strings attached and the best part, it doesn't cost you a dime. Enjoy the great and quick read. 

Feel free to download the free whitepaper here: Stop Building Backlinks! And Learn How To Rank Your Site The Right Way

..it always comes back to your content. You should really create content that helps the people in your niche.

Make sure your content stands out from the crowd. Some great free resources for this:

HARO (Help A Reporter Out) My Blog U Source Bottle

Check out my case studies at Internet Marketing Gym 

The post Outdated SEO Is Killing Old King Content And You Need To Save It! appeared first on SEO Chat.

Source: SEO Chat | Outdated SEO Is Killing Old King Content And You Need To Save It! | 16 May 2016, 6:49 pm

The provider of affordable website hosting presents - 3 Awesome Tools to Streamline Content Creation

When you are running an online business of any kind – be it a blog, an ecommerce store or just a marketing campaign for a tangible, offline company – you have multiple sources of content distribution at your disposal.

YouTube, blog platforms, Twitter, Facebook… social media has become the way of the future in online business. Failing to properly utilize such a resource will severely damage your online visibility, which is crucial in today’s world. Social media is changing the way we are doing keyword research, produce and market content.

According to Australia-based agency Impressive, content marketing is only going to get more varied and complicated. How do you keep up?

Identifying Weak Areas

When trying to analyze the effectiveness of your content strategy on the web, you should take some time to review and understand what it is you are currently doing right. This will also show you where you need to improve. You can do this through a content audit, which is essentially putting together spreadsheets of all social media campaigns to find where you are lacking.

Once you have taken a fair look at what you have been doing, start looking at how much you are really posting, and the relevance of the content. For example, are you meeting your desired quota for blog posts per week? Are they generating the right response? Are tweets being replied to or retweeted? Have you been communicating with your Facebook fans on a personal level? Are you published a good balance of links, original updates and comments or replies to readers?

If you are clear about what you have and have not been providing, you can improve your social media marketing and so your overall content strategy. These three apps can further help you along the way:

1. DivvyHQ

An editorial calendar is a must have item for anyone who is posting online but especially for those who are want to run a multimedia campaign using social sites and methods. It is just too easy to lose track of what you are going to post without one… Not to mention it lessens the quality of your content to fail to plan ahead.

Technically, a spreadsheet works fine to plan posts. But if you want to really take advantage, an app like DivvyHQ can be what you need. It is a scheduling application that allows multiple users, reviewers and help in better targeting your posts.

They have plans from $25 to $195 a month, as well as custom pricing for larger companies of more than 20 people and a 30-day free trial. They even have in-person or online training for implementing social media strategies.

2. Skyword

This platform works by putting together a report on what your audience is searching, reading and otherwise showing interest in at every stage of the content creation process. This allows you to better target your own campaign and post writing, as well as provides a direction for links and status updates.

Skyword works by making sure your SEO, usability and content quality guidelines are being taken serious.

What makes it different from a basic SEO app is that it actually was created to factor the data into the writing process itself. Currently, it is in the beta stage and so asking only for feedback from those that choose to use it. It is free to create an account.

3. Gather Content

A simplification app for content creators and managers, this works by creating a “site map” that involves all media content you have to get done. You set in the parameters and turn it into single page collections that can be shared and edited by invited parties.

The platform costs $66 minimum and for that you can maintain 10 active projects and add an unlimited number of users.

Conclusion

Working out a way to increase the efficiency and workability of a content strategy takes time, effort and a bit of know how. These apps will help you to get it done much more quickly, and without the stress.

Add in the fact that two of them are free and the other more affordable than any similar service I have personally found, and you have every reason to try them out.

The post 3 Awesome Tools to Streamline Content Creation appeared first on SEO Chat.

Source: SEO Chat | 3 Awesome Tools to Streamline Content Creation | 13 May 2016, 3:38 am

The provider of affordable website hosting presents - 8 Essential Factors for Strong Brand Equity

Communication skills, including writing, speaking and listening to and with customers, supply chain members, employees and other stakeholders, are the most important factors in building brand equity.

Brand equity is the premium value that buyers assign to a known brand name, above and beyond the generic features and benefits it offers.

All brand managers strive to achieve brand equity by going beyond necessary levels of customer service, value, reliability or some other attribute that simply ensures parity in a competitive marketplace.

Brands build equity by becoming memorable and readily distinguishable and by developing unique personalities. Marketing campaigns, including mass media and online content creation, can facilitate the creation of brand equity.

Brand equity translates to growing profitability, strong repeat sales and increasing market share. In addition, brand equity also offers the intrinsic characteristic of brand leverage, meaning that consumers assign positive aspects of the brand image to other products carrying the brand name.

The following eight components are needed to develop strong brand equity. Each component relies on the availability and use of strategic thinking and strong communication skills.  

Strategy

A brand must have clearly defined objectives and tactics to achieve its strategy. The branding strategy defines the business a brand conducts, as well as how the brand will enter the market, gain market share and maintain a competitive position among its target market.    

All brands have a life cycle that includes an introduction, growth, maturity and decline stages. However, the duration and lifetime of a brand is influenced by the strength of its strategy.

The longevity of a brand rests on its ability to communicate accurately and professionally; behave ethically; collaborate with employees, intermediaries and final customers; deliver valued differentiation; and create an emotional connection, while capitalizing on the turbulence of the marketing environment.

The soundest brand strategies operate as communication tools that integrate and direct the components of the marketing mix, including questions related to product, place, price, and promotion. Therefore, branding strategies must be simple and easy to understand and communicate.

Communication

Walk into any business and you find workers creating e-mail messages, making presentations, reading trade journals, writing reports and talking on phones. A brand’s success depends on people communicating and working together to accomplish shared objectives. 

Through effective communication, groups of people interact clearly and professionally with suppliers, retailers, government agencies and customers to achieve a common goal. Therefore, a brand must consist of competent writers, speakers and listeners who can facilitate the transition from concept to production, distribution and sales.

Marketing demands that brands be successful communicators that generate compelling content in a language the market understands. Branding also requires the development of a consistent image and style. A brand’s image consists of its logo, color palette, typeface, tagline and common layout.

Whether you undertake branding in a small business or a global conglomerate with thousands of employees, multilingual writing and speaking skills will help you find investors, promote your product, and manage your employees. Strong communication is so critical in branding that it influences each of the remaining factors. 

Awareness

A brand may offer exceptional features and benefits, but unless the marketplace is aware of them, the brand will never generate sales. Awareness relies on strong content marketing strategy to build brand awareness.

It begins by identifying the best online channels for promoting a brand message, establishing engagement goals, developing engaging promotional materials, and measuring the success of the promotional efforts.

Reputation

A brand’s reputation can be built or destroyed online, in person or in print.

When a customer has a negative experience, the situation may be aggravated when that customer writes an online review and the company mishandles the situation with a savage rebuke.

Reputation can also be tarnished when someone representing a brand either by telephone or in person displays disturbing or unprofessional body language or verbal transgressions. Finally, reputation can be harmed through the use of offensive language, incorrect terminology or poor writing skills.

Prior to the Internet, developing a brand reputation, trust and credibility was much more difficult. Today’s world of social media and online business reviews can bring instant fandom or wreak destruction overnight.

When someone types your business’s name into a search engine, your company website should be the first listing they see. Good online reputation management ensures that your brand dominates the first page results with listings you control.

These should include your website, social profiles, entries for Google Places, and news stories. A Wikipedia page and review sites should also be listed in first page results. Monitor the review sites closely to ensure your data is correct. Brand reputation is directly influenced by the quality of your professional communication and relationship management. Your ability to represent your brand positively and handle negative feedback is essential to a positive brand image.

Legal and Ethical Decision-making

Business ethics has become an increasing concern among business leaders. Today ethical awareness and training is widespread. Many businesses have amended their mission statements to include ethical behavior.

With harsher punishments being handed down to businesses, employees recognize that they cannot lie, make false claims, stretch the truth or make half-truth claims. Ethics is such an important subject that rules for ethical behavior must be upheld in communication.

Collaboration

Success relies on collaborating in cross-functional work teams. Many writing projects require collaboration among engineers, marketers, sales representatives, compliance officials and external stakeholders.

Common types of collaboration projects include sales proposals, employee manuals, training handbooks, websites, and marketing collateral and financial reports that require input from multiple departments and disciplines.

Since the increasing complexity of the workplace makes it impossible for one person to have the time and expertise to create detailed documents, business communicators require skills in teamwork.

Value

Value can be thought of as the customer’s desire and utility for a particular product or brand. Powerful brands develop strategic advantages by positively articulating significant points of differentiation in their value proposition.

By differentiating the marketing mix to do a better job meeting customers’ needs, the firm builds a competitive advantage.

When this happens, target customers view the firm’s position in the market as uniquely suited to their preferences and needs. Because everyone in the firm is clear about the position it wants to achieve with customers, the product, promotion, and other marketing mix decisions can be blended better to achieve the desired objectives.

Emotional Bond

In a purely competitive marketplace, a considerable level of parity exists when competing products offer similar levels of reliability, customer service, innovation and price.

Even as brands adopt new features, competitors are quick to adopt them. However, brand success often rests on softer features other than rational comparisons; thus purchase decisions become emotional choices.

The strongest brands have established emotional capital that integrates into their marketing strategies. Emotional capital is built when people choose brands for personal reasons, such as association, sense of belonging or self-expression. Strong brands induce passion, strong sensations and exhilaration. Furthermore, strong brands are trusted and consumers are faithful to them.

Infograpgic source: http://www.24hourtranslation.com/strategies-building-strong-brand-equity.html

Brand equity is the value that makes one brand more preferable than another competing brand. While there are different opinions on the factors that influence brand equity, four commonly mentioned factors are characterized in terms of innovation, exceptional customer experience, transparent values and strong market leadership.

The post 8 Essential Factors for Strong Brand Equity appeared first on SEO Chat.

Source: SEO Chat | 8 Essential Factors for Strong Brand Equity | 2 May 2016, 6:09 pm

The provider of affordable website hosting presents - You Have Been Doing Content Research Wrong… Now Do It Right!

Alright, so the title of this post might be a little clickbaity for my tastes. But I stand behind the statement: you are probably researching your articles the "wrong" way. Or, you are at least probably not going it as efficiently as you could be… which could be detrimental to both the results of your work, and your overall productivity.

The Stages Of Article Research

Unlike academic research, which we all learn in school and often get bogged down in, online content research is pretty simple. Unfortunately it is that simplicity that can often lead to mistakes, or just bare facts that don’t hold as much detail as our readers could use.

Instead of doing the usual source citation, you should break your research down into two stages. The first is the research you do before, and the second is the research you do during the article writing process.

Pre-Research

Before you write is the pre-research, as in pre-writing. This is where you are going to find your general facts that will support your post. This is also where you are going to draw your primary sources, which will be linked through the body of your content.

I always prefer to follow the 3x rule. You want to find three times as many sources as you will use, and pair them against one another. You keep finding sources in batches of three until you are able to verify each against one another.

This is a simple way to ensure you are finding non-biased, verifiable facts, and not baseless opinions. With misinformation running rampant thanks to lazy bloggers and social media, this is a very important process.

You don’t want to become one of those bloggers posting factual inaccuracies like they are gospel truth. Not only does this add to a serious problem in online content creation, but it impacts your authority. We all know how important that authority is to the growth of a brand.

Your article is going to be broken into sections and subheadings. These will steer your research in many ways giving you more ideas which angles and problems to cover. SERPstat is a great tool letting you research niche questions:

All of these questions may become subheadings of your future article (or inspire follow-up articles). You can export them in Excel and sort them into "existing content", "currently working on" and "future articles".

Supporting Research

Next, you have the research you do while you are creating your post. These are supporting details related to the above citations you have found. It is also where you will narrow down the links you intend to embed, if you don’t choose all three supporting posts.

This part is much simpler, and it more about giving readers additional information to follow. Sometimes I just provide a small masterlist of links for more data if the reader chooses, so I can focus more the quality of the content.

6 Tools To Make Research a Breeze

First Site Guide has a neat guide on how to brainstorm, research and creat different types of content. And here are a few tools to help out:

Google Drive Research Box – I use Google Drive for pretty much everything, including writing and backing up posts. I find it much more manageable than other cloud services. One of the features I love best is the research box. You highlight a keyword or phrase, and right click. It will have an option to research the highlighted section. This brings up a side box with related sources, which you can view right in your screen. Because it uses Google results you have to be just as selective as you would be from a straight search, but it is much more convenient. Freemind – This is a great tool if you are dealing with a large post that is going to have a lot of involved research. Breaking the task down into simpler, smaller parts is a tried and true tactic. Freemind is a mindmapper tool that lets you do that. You can plan out the entire post, including linking sources so everything you need ends up in one place. All using a template that lets you easily move, edit and reformat before you ever get to the writing process. Bulk Suggest Tool – You may be wondering what an SEO tool is doing here. After all, this is about researching for articles, not for marketing. I would argue that they are technically in the same vein, but that isn’t why I included it. I have used this bulk keyword suggestion app to create lists of related key phrases I may not have thought of. This helps me to broaden my research based on what people have published or searched for online. So I may end up with sources I never would have found, because I wasn’t using the right combination of keywords. Digital Research Tool (DiRT)  – This is a fantastic masterlist of tools aimed at scholars, especially those in the social science and humanities. However, I think it is a great place for bloggers to find research tools they need for any number of purposes. They are broken down into categories, which you can select on the front page. You are then taken to the tool that is best for the job at hand. It is the best collection of research redirects I have ever found, and much more efficient than trying to keep track of everything on your own. Quora – Normally I would avoid social media like the plague when it comes to research. There is just too much garbage floating around, and opinion outweighs facts and logic at almost all times. But I will make an exception for Quora. In spite the fact that it is a platform that is very easy to abuse, it is full of genuine experts with backed up information. It requires you to offer well thought out answers, and to provide a source or reason for your knowledge. I go there all the time to find great links to scholarly articles, studies, website tools, or to get first hand soundbites from major players in the industry that know about topics first hand. MyBlogU – Speaking of experts, MyBlogU is another great place to find them. I usually go here for expert quotes as part of the secondary research process (finding backup information and supporting details). It is an easy way to add further gravity to something you have already officially cited, straight from the mouths of the people who know best.

Do you have a research tool to put on the list? Let us know in the comments!

The post You Have Been Doing Content Research Wrong… Now Do It Right! appeared first on SEO Chat.

Source: SEO Chat | You Have Been Doing Content Research Wrong… Now Do It Right! | 24 Apr 2016, 1:33 am

The provider of affordable website hosting presents - What Does Google’s Travel Update Mean For The Industry?

Google Introduces A New Travel Update, But Will It Affect SEO?

Changes to Google’s destination search has got the travel industry in a spin, but does it really affect the way we do SEO?

It seems as though a week cannot pass by without another report about a major change at Google that has the potential to shake up the establishment. At first glance, the latest in a long line of such announcements looks set to hit a bunch of travel related sites right where it hurts most, in the pocket. But is that really going to be the case? Let’s take a closer look.

What Are The Changes?

Late in January 2016, Google announced changes to the way its mobile search interface would look with regard to travel information. Dubbed as Trip Planning, searchers looking for info on terms such as ‘where to go in Mexico’ or ‘Mexican destination’ will now be served with Google-controlled content rather than the standard organic results of old.

This is triggered by a knowledge-graph result that summarises relevant information into neat little boxes listed above the normal search results. The fear is that this new addition to the now four-year old knowledge-graph that everyone has grown used to will further demote organic placements whilst promoting sites that Google want to receive clicks – namely AdSense paid search material.

Will This Harm User Experience?

The jury is still out on this one, but the majority seem to be swaying towards an enhanced UX rather than an unwanted nuisance for those looking to make a straightforward search. For digital publishers, however, the response is likely to be a little different, but it’s not as much of an attack on the little man as it may first appear.

Who’ll Be Affected?

As we touched upon above, it’s likely to hurt the big players in the travel industry rather than the smaller travel blogs out there. Sites such as Lonely Planet, Yelp, Trip Advisor, huge news corporations and the larger travel sites are likely to be worst hit by these changes. These brands have totally dominated the destination search market for a long, long time, and this shake up is going to come as somewhat of a shock.

For those with smaller sites, however, the impact is likely to be minimal at worst. Think about it, if you’re not already ranking for top-tier keyword terms such as ‘where to go in Thailand’, what have you got to lose?

Travel companies and airlines may see a change in number of referrals coming from Google and this could hit profits. Some airlines and package holiday companies work very hard behind the scenes on complex digital marketing campaigns that help improve their search positions. This change has the potential to turn the industry on its head. In January 2014 we reported how one Google update saw Expedia dramatically lose traffic from Google. However, a drop of traffic from Google of around 25% was not enough to cause a major drop in revenue, and Expedia share prices continued to rise.

What Does This Mean For Google?

Naturally, Google is on to a winner with this move as more clicks on paid advertising means more money for the company. The change will also make Google’s other products more prominent too, pushing the likes of Google Maps and YouTube to the fore every time someone searches for these short-tail terms.

Until the changes have full rolled out we cannot really predict the long-term effects, but once again, Google is controlling how we obtain information from the Internet, and to some extent, who will win and who will lose.

The post What Does Google’s Travel Update Mean For The Industry? appeared first on SEO Chat.

Source: SEO Chat | What Does Google’s Travel Update Mean For The Industry? | 18 Apr 2016, 4:30 pm

The provider of affordable website hosting presents - How To Get Your Website Up To Speed With AMP

Google aims to speed up mobile Internet access. How AMP websites speed up the loading of web pages to reflect increased mobile use of the Internet. The factors to be aware of when creating AMP pages.

Google’s AMP (Accelerated Mobile Pages) is, as its name suggests, designed to improve web searches conducted on mobile devices by making pages load faster. With more and more people using their mobiles to access the Internet, Google wants to make sure the ‘mobile web experience’ is a good one.

Before the unveiling of AMP in October 2015, Google released a significant algorithm update focussing on a given website’s ‘mobile friendliness’ in terms of loading and rendering; this plays a large part in determining how high it ranks in search results. AMP takes this a step further for the search giant, and competes with other mobile web options such as Apple News and Facebook’s Instant Articles.

What is AMP?

AMP isn’t simply an app or business partnership in the way that Instant Articles or Apple News are; it’s a whole new way of creating web pages and effectively changes the mobile web. In effect, it is said to be changing the way the web is constructed by marginalising some technologies and advancing others.

Some web technologies that slow page loading down, such as JavaScript, are tightly controlled with AMP pages – a ‘library’ of JavaScript available from Google is the only type that can be used to create AMP pages, for example.

The general aim is to remove the ‘slow’ parts of the overall HTML. The result (at least so far) is plainer looking web pages, and some critics say it’s like looking at web pages from over twelve years ago.

This has an implication for advertising as most ads are created from third party web tools.

Open source

AMP is open source so publishers don’t have to use it, but due to Google’s dominance in Internet search it’s likely that AMP pages will rank well (at least for mobile friendliness). Consequently, web designers creating sites where organic search is important could well find themselves compelled to create AMP versions of web pages.

Creating your AMP pages

In effect, you or your web designer will be designing two versions of many of the web pages on your sites – some of the pages will be AMP with non-AMP pages running ‘side by side’. Because of the JavaScript restrictions and other constraints, forms, on-page comments and other features commonly used on web pages will be tightly controlled.

Site templates to accommodate AMP restrictions will likely need rewriting, and multimedia will have to conform to certain criteria of height and widths amongst others using AMP specific tools. For example, when embedding a YouTube video, a specific AMP YouTube component has to be used.

You’ll also need to modify the original non-AMP version of your pages to allow Google and other technologies supporting AMP to detect the Amp version of the page.

Google have said that it won’t automatically rank AMP pages higher than non-AMP ones, but has made no secret of its policy of rewarding faster loading pages with potentially higher rankings.

Caching

Another way AMP loads pages faster is by Google caching them – they ‘serve’ the page to the searcher from their servers rather than the website host’s. This is optional; a website’s AMP pages don’t have to be cached by Google.

The effect on advertising

How will ads be affected? Since virtually all ads are created using third party web tools, then not only the ads but much of the analytics has to be put to one side with AMP pages. While no ad network provided JavaScript can be run within an AMP page, a separate frame is loaded containing the ads and the creator’s JavaScript.

So far, only five advertising networks – four of which are owned by Google, AOL and Amazon – are supported, although any network can join. Presumably, so long as certain guidelines are met.

Overall

While faster page loading for an increasing part of web search – mobile – is a good thing, it’s argued that a technology company such as Google is taking yet more power from web publishers. The idea that it may be a case of having to follow a certain way is considered by some to be a throwback to the time when Microsoft dominated the browser market with Explorer.

The post How To Get Your Website Up To Speed With AMP appeared first on SEO Chat.

Source: SEO Chat | How To Get Your Website Up To Speed With AMP | 6 Apr 2016, 3:57 pm

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