22 March 2023
Time to value is the time it takes for a user to gain value from a piece of content. And your content's time to value should be short. Short time to value lets your users get what they're looking for as quickly as possible. But with hero images, author bios, and long-winded intros, many websites have poor time to value.
Poor time to value can negatively affect your bounce rate, dwell time, and average session duration. And this could affect your traffic and rankings. So, how do you improve time to value? By putting the most important information and elements at the top of the page. Ideally, above the fold.
Use the bottom line up front (BLUF) approach—also called the inverted pyramid approach. In other words, put the information users are looking for at the top. Keep your introductions short and get to the point. Don't waste anyone's time.
For example: Investopedia's articles do a great job with time to value. In the image below, you can see they hit on a definition of the term in the image. And then provide a summary of the article in the "Key Takeaways" section. Right at the top. Users can get exactly what they're looking for immediately—without really having to scroll.
Surprise: It's no surprise that pages from such websites consistently rank in the top few positions for relevant keywords on Google.
Topic clusters are an interconnected framework of content that encapsulates a primary subject, enhancing the site's topical relevance and authority. This strategy ensures readers can find a wealth of information on your site, fulfilling their initial inquiry and any subsequent questions they may have.
This interconnected content framework can significantly bolster a website's SEO by organizing content more coherently and improving the user experience.
For instance: HubSpot has a topic cluster on content marketing, which is their pillar page. And they have several subtopics, such as content marketing strategy, content marketing examples, and content marketing metrics, which are their cluster pages. They all link to and from the pillar page, creating a topic cluster.
Surprise: HubSpot ranks for thousands of keywords related to content marketing, thanks to their topic cluster strategy.
Featured snippets are the boxes that appear at the top of the search results, providing a quick answer to a user's query. They are also known as "position zero" because they rank above the first organic result. Featured snippets can help you increase your visibility, traffic, and authority on Google.
To optimize for featured snippets, you need to understand the types of queries and content that trigger them. According to Semrush, there are three main types of featured snippets: paragraphs, lists, and tables. And they are triggered by different types of queries, such as definitions, how-tos, comparisons, and more.
For example: If you search for "how to make french toast", you will see a featured snippet with a list of ingredients and steps from Allrecipes. This is because they have optimized their content for the query, using headings, bullet points, and schema markup.
Surprise: Allrecipes gets a lot of traffic and exposure from this featured snippet, as well as other ones they have earned.
Rich results are the enhanced search results that display additional information, such as images, ratings, prices, or availability. They are also known as rich snippets or rich cards. Rich results can help you stand out from the crowd, attract more clicks, and increase conversions.
To get rich results, you need to use schema markup on your content. Schema markup is a code that you can add to your HTML to provide additional information to search engines. Schema markup can help you get rich results for different types of content, such as:
You can use tools like Google's Structured Data Markup Helper or Semrush's Schema Markup Generator to generate schema markup for your content. You can also use Google's Rich Results Test to check if your content is eligible for rich results.
For example: If you search for "best wireless headphones", you will see rich results with images, ratings, and prices from TechRadar. This is because they have used schema markup on their product review content.
Surprise: TechRadar gets more attention and clicks from these rich results, as well as other ones they have earned.
Voice search is the process of using voice commands to search for information on the internet. It's becoming increasingly popular, especially with the rise of smart speakers and voice assistants like Google Assistant, Amazon Alexa, and Apple Siri. According to Semrush, voice search accounts for 20% of all mobile searches and 25% of all searches on Windows 10 devices.
To optimize for voice search, you need to understand its differences from text search. Voice search queries are typically longer, more conversational, and question-based. Users seek quick and accurate answers rather than sifting through multiple results.
For example, if you ask Google Assistant "how to make french toast," you'll receive a voice answer sourced from the featured snippet seen earlier from Allrecipes. This is because they've optimized their content for voice search by using natural language, bullet points, and schema markup.
Surprise: Allrecipes garners more traffic and exposure from this voice search answer, as well as other earned ones.
Core Web Vitals are a set of metrics that measure the user experience of a web page, including loading speed, interactivity, and visual stability. They are part of Google's ‘Page Experience’ signals, which also include mobile-friendliness, HTTPS, safe browsing, and intrusive interstitials.
Optimizing ‘Core Web Vitals’ is crucial for improving user satisfaction and engagement, as they are important ranking factors for Google.
To optimize for Core Web Vitals, you need to focus on improving three key metrics:
Implementing a caching solution can also help improve your Core Web Vitals. These optimizations not only enhance your website's performance but also improve the overall user experience.
Semantic search focuses on understanding the intent and context of user queries, rather than just matching keywords. To optimize for semantic search:
Example: If you search for "who is the president of the United States", Google provides a knowledge panel with relevant information, demonstrating semantic search in action.
Video search involves using video content to rank on search engines. To optimize for video search:
Example: Tasty ranks first on YouTube for "how to make french toast" due to effective video optimization and promotion.
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is a concept that Google uses to evaluate the quality and credibility of a website and its content. E-A-T is especially important for websites that fall under the category of Your Money or Your Life (YMYL), which are websites that can affect the user's health, happiness, safety, or financial stability. E-A-T is also a ranking factor for Google, as it affects the user's satisfaction and confidence.
To optimize for E-A-T, you need to demonstrate your expertise, authority, and trustworthiness on your website and your content. You also need to get positive reviews, ratings, and feedback from your customers and users. And you need to avoid any negative signals, such as spam, malware, or low-quality content.
For example: If you search for "best wireless headphones", you will see a result from Wirecutter, which is a website that provides expert reviews and recommendations for various products. This is because they have optimized their website and content for E-A-T, using their expertise, authority, and trustworthiness to provide high-quality and relevant content.
For instance: Wirecutter
Wirecutter ranks high on Google for the query "best wireless headphones", thanks to their E-A-T optimization.
Mobile search is the process of using mobile devices, such as smartphones or tablets, to search for information on the internet. Mobile search is becoming more dominant, as users are using more mobile devices to access the internet, especially on the go. According to Semrush, mobile devices account for 55% of all web traffic and 61% of all Google searches.
To optimize for mobile search, you need to create a mobile-friendly and responsive website that provides a fast and smooth user experience on any device.
You also need to optimize your content, design, and features for mobile users, who have different needs and behaviors than desktop users. And you need to use mobile SEO best practices, such as AMP, PWA, and app indexing, to improve your visibility and performance on mobile search.
For example: If you search for “best wireless headphones” on your mobile device, you will see a result from CNET that uses AMP, PWA, and app indexing. This is because they have optimized their website and content for mobile search, using mobile-friendly design, fast loading speed, and app-like features.
CNET ranks high on mobile search for the query “best wireless headphones”, thanks to their mobile optimization.
Tools to Measure Core Web Vitals:
Improving Website's User Experience:
Web Performance Optimization Examples:
Remember: The goal of optimization is to improve the user experience, which can lead to higher engagement and conversion rates. It's always a good idea to monitor your website's performance and make adjustments as needed.
Here are some tips to improve the formatting and layout of your documents:
Here are some tips to optimize your images for SEO:
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