I’ve had a good response this month from Brooklyn bloggers, entrepreneurs and artists looking for ways to increase traffic on their web sites. I’m happy to report that all the sites I looked at are headed in the right direction and can easily increase their traffic by devoting about 5-10 hours to that end and changing a few habits. I’ll be devoting the next few posts to talking about some of the things I found when doing these audits.
Many small business web sites use the same duplicate page title on every page. My guess as to why this happens is that the coder uses a template, and doesn’t think to change the title when plugging copy into the bodies of the pages. The small business owner who is employing the designer/coder doesn’t, in most cases, know what a page title is. If they don’t see it within their design they don’t realize it exists. It’s seemingly a small oversight but the stakes are high. Google awards quite a bit of weight to page titles, but there’s another reason to be concerned about them. They are what users see in the search engine results page (SERP). Getting a page onto the SERP is only the first step. On the SERP, there are 9 other pages competing for one click– so the title really has to be right.
While we’re on the subject of SERP’s, let’s talk meta tags for a moment. Ever since we found out that Google doesn’t use the description meta tags, many web designers and coders out there have decided that meta tags are dead. That may be when it comes to PageRank but that’s not the whole story. If there’s no meta description tag, then Google grabs the first few words of the web page and uses those as the description on the SERP. In many cases, it’s the navigation that shows up– and it’s great to be using text links in the nav — but, which of the following two examples would you click on?
So, before spending money on PPC ad campaigns, small businesses should take a look at their sites and see if they can make a few small tweaks that could go a long way.