Reviving a Dead Website: Step-by-Step Guide to Boost Google’s Favorability is an informative video presented by Matt Diggity, an SEO expert. In this video, Diggity discusses a case study of rescuing a website in a highly competitive niche and increasing its traffic by a staggering 61%. The video outlines the steps taken to optimize the website, improve user experience, and enhance its E-A-T (Expertise, Authoritativeness, Trustworthiness) score. Key tactics, such as building links from authoritative websites, utilizing digital PR and HARO, and conducting a successful website migration, are also highlighted. The video provides valuable insights and strategies for anyone seeking to improve their website’s visibility and favorability in Google’s search rankings.
In an SEO case study titled “How I Saved a Website that Google Hated,” Matt Diggity shares his expertise on rescuing websites that are not favored by Google. The case study revolves around a client in the health supplements industry, facing poor user experience and low E-A-T scores on their website. Diggity explains the importance of optimizing product descriptions, building authoritative links, and conducting a successful website migration to address these issues. The result of their efforts was an impressive 61% increase in traffic and ranking for over 2,200 keywords. This video serves as a comprehensive guide for those looking to revive websites that have fallen out of Google’s favor, providing valuable tactics and strategies to achieve success.
Website Analysis
In order to improve the performance of a website, it is essential to conduct a comprehensive analysis to identify areas of improvement. This includes assessing current website performance, analyzing user experience, and evaluating E-A-T factors.
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Assessing current website performance
The first step in improving a website’s performance is to understand its current state. This involves analyzing various metrics such as website traffic, conversion rates, bounce rate, and average time spent on the website. By examining these metrics, one can identify the areas where the website is performing well and areas that need improvement.
Identifying areas for improvement
Once the current website performance has been assessed, it is important to identify the specific areas that need improvement. This can include aspects such as website design, page load speed, navigational structure, and overall user experience. By pinpointing the areas that require attention, one can develop a targeted strategy to address these issues and enhance the website’s performance.
Analyzing user experience
User experience (UX) plays a crucial role in determining the success of a website. A positive UX ensures that visitors to the site can easily navigate, find the information they are looking for, and complete desired actions such as making a purchase or submitting a contact form. By conducting a thorough analysis of the website’s user experience, one can identify any pain points or obstacles that users may encounter and implement solutions to improve their overall experience.
Evaluating E-A-T factors
E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is an important factor that search engines like Google consider when ranking websites. Evaluating the E-A-T factors involves assessing the expertise of the website’s content creators, the authority of the website within its niche, and the overall trustworthiness of the site. By ensuring that these factors are well-established, one can improve the website’s credibility and enhance its visibility in search engine results pages.
Keyword Research
Keyword research is a crucial aspect of any SEO strategy. By identifying relevant keywords for the website’s niche, one can optimize the content and improve its visibility in search engine results. This involves conducting competitor analysis, identifying long-tail keyword opportunities, and targeting high-intent keywords.
Identifying relevant keywords for the niche
To effectively optimize a website, it is important to identify the keywords that are relevant to the website’s niche. This involves conducting thorough keyword research using tools like Google Keyword Planner or SEMrush. By understanding the search terms that users are using to find products or services related to the website, one can incorporate these keywords strategically into the website’s content.
Competitor analysis
Analyzing the competition is an essential part of keyword research. By identifying the keywords that competitors are ranking for, one can determine the keywords that are most valuable and competitive within the niche. This information can help in developing a targeted SEO strategy and finding new keyword opportunities that competitors may have missed.
Long-tail keyword opportunities
Long-tail keywords are specific, longer search phrases that have lower search volumes but higher intent. By targeting long-tail keywords, one can attract more qualified traffic to the website. These keywords often have less competition, making it easier to rank for them. By incorporating long-tail keywords into the website’s content, one can improve its visibility and attract more relevant visitors.
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Targeting high-intent keywords
High-intent keywords are search terms that indicate the user’s intention to make a purchase or take a specific action. By targeting these keywords, one can attract users who are more likely to convert. High-intent keywords often include terms like “buy,” “best,” or “review.” By optimizing the website’s content for these keywords, one can improve its visibility to users who are ready to take action.
On-Page Optimization
On-page optimization involves making necessary improvements to the various elements of a webpage to make it more search engine friendly and user-friendly. This includes optimizing meta tags and descriptions, headings and subheadings, website structure, and overall content optimization.
Improving meta tags and descriptions
Meta tags and descriptions provide search engines and users with a brief summary of what a webpage is about. By optimizing these elements, one can improve the visibility and click-through rates of the website in search engine results. This involves incorporating relevant keywords, writing compelling and accurate descriptions, and ensuring that the tags are well-structured and aligned with the content on the page.
Optimizing headings and subheadings
Headings and subheadings are important for both search engines and users as they provide structure and organization to the content on a webpage. By optimizing headings and subheadings, one can make the content more scannable for users and help search engines understand the hierarchy and relevance of the information on the page. This involves incorporating relevant keywords, using proper heading tags (H1, H2, etc.), and ensuring that the headings accurately reflect the content they introduce.
Enhancing website structure
The structure of a website plays a crucial role in its overall usability and search engine visibility. By enhancing the website structure, one can improve navigation, make it easier for users to find information, and help search engines discover and index the content effectively. This involves organizing the content into logical categories, creating a user-friendly menu structure, and ensuring that all internal links are properly structured and easily accessible.
Content optimization
Content optimization is a critical aspect of on-page SEO. By optimizing the website’s content, one can improve its visibility to search engines and make it more valuable and engaging for users. This involves incorporating relevant keywords throughout the content, ensuring proper keyword density, writing compelling and informative content, and using appropriate formatting such as bullet points, paragraphs, and subheadings. Content optimization also includes optimizing images and other media files by adding relevant alt tags and descriptions.
Link Building Strategy
Link building is an essential part of any SEO strategy as it helps search engines determine the authority and relevance of a website. By analyzing the existing link profile, identifying authoritative websites for link acquisition, building links from seed sites, and implementing digital PR and HARO tactics, one can strengthen the website’s backlink profile and improve its search engine rankings.
Analyzing existing link profile
Before developing a link building strategy, it is important to analyze the existing link profile of the website. This involves assessing the quality and quantity of backlinks, identifying any toxic or low-quality links that may be harming the website’s rankings, and understanding the anchor text distribution. By understanding the current state of the link profile, one can develop a targeted strategy to acquire high-quality backlinks.
Identifying authoritative websites for link acquisition
Acquiring backlinks from authoritative websites is crucial for improving a website’s search engine rankings. By identifying the websites that are considered authoritative within the niche, one can develop a strategy to acquire backlinks from these sites. This can include reaching out to relevant industry publications, guest blogging on reputable websites, or partnering with influencers or experts in the field.
Building links from seed sites
Seed sites are highly trusted websites that are considered authoritative by search engines. Acquiring backlinks from seed sites can significantly improve a website’s authority and relevance. While it is rare to get a direct link from a seed site, building links from websites that already have links from seed sites is a valuable tactic. By leveraging these indirect links, one can boost the website’s link profile and improve its visibility in search engine results.
Implementing digital PR and HARO tactics
Digital PR involves creating newsworthy stories or content and getting them featured in major online publications. This can help in acquiring high-quality backlinks and improving the website’s authority and visibility. HARO (Help a Reporter Out) is a platform where journalists request quotes from the public. By submitting relevant answers to journalists’ queries, one can secure backlinks from reputable sources. Implementing both digital PR and HARO tactics can significantly enhance the website’s link profile and improve its search engine rankings.
Website Migration
The process of website migration involves moving a website from one domain, host, or platform to another. To ensure a smooth and successful migration, it is important to follow best practices such as ensuring proper 301 redirects, updating internal links, managing URL structure changes, and retaining domain authority.
Ensuring proper 301 redirects
When migrating a website, it is crucial to implement proper 301 redirects to ensure that all old URLs are directed to the corresponding new URLs. This helps in preserving the website’s rankings and preventing any broken links. By implementing 301 redirects, one can seamlessly transition to the new website without losing any existing traffic or search engine visibility.
Updating internal links
During a website migration, it is important to update all internal links to reflect the new URL structure. This ensures that users can navigate the website without encountering any broken links. By updating internal links, one can maintain a seamless user experience and prevent any negative impact on search engine rankings.
Managing URL structure changes
In some cases, a website migration may involve making changes to the URL structure. When making such changes, it is important to properly manage the redirection of old URLs to new ones. This ensures that users and search engines can find the new URLs and prevents any loss of traffic or rankings. By carefully managing URL structure changes, one can maintain the website’s visibility and improve its overall user experience.
Retaining domain authority
During a website migration, it is essential to retain the domain authority that has been built over time. This involves ensuring that all existing backlinks are redirected to the corresponding new URLs using proper 301 redirects. By retaining domain authority, one can preserve the website’s search engine visibility and prevent any loss of rankings or traffic.
User Experience Enhancement
Enhancing the user experience (UX) of a website is essential for attracting and retaining visitors. By improving website speed, optimizing mobile responsiveness, enhancing navigation and site architecture, and streamlining the checkout process, one can create a positive and user-friendly experience for website visitors.
Improving website speed
Website speed is a crucial factor in determining the user experience. Slow-loading websites can lead to high bounce rates and a negative perception of the brand. By optimizing the website’s code, compressing images, and using content delivery networks (CDNs), one can significantly improve website speed and provide a smooth browsing experience for users.
Optimizing mobile responsiveness
With the increasing use of mobile devices, it is important to ensure that a website is optimized for mobile responsiveness. This involves designing and developing the website to adapt to different screen sizes and resolutions. By using responsive design techniques and testing the website on various mobile devices, one can provide a seamless and user-friendly experience for mobile users.
Enhancing navigation and site architecture
Effective navigation and site architecture are essential for providing a user-friendly experience. By implementing clear and intuitive navigation menus, organizing content into logical categories, and using breadcrumbs, one can make it easy for users to find the information they are looking for. A well-structured website architecture also helps search engines understand the hierarchy and relevance of the content.
Streamlining checkout process
For e-commerce websites, streamlining the checkout process is crucial for improving the user experience and increasing conversions. By reducing the number of steps required to complete a purchase, offering guest checkout options, and ensuring a secure and user-friendly payment gateway, one can significantly enhance the checkout process and make it more convenient for customers.
Content Strategy
A strong content strategy is vital for attracting and engaging website visitors. By creating engaging and informative content, enhancing product descriptions, implementing storytelling techniques, and optimizing for keywords and user intent, one can improve the website’s visibility and provide valuable information to users.
Creating engaging and informative content
High-quality content that is both engaging and informative is essential for attracting and retaining website visitors. By creating content that is relevant to the target audience, provides valuable information, and is presented in an engaging format, one can capture the attention of users and encourage them to stay on the website longer.
Enhancing product descriptions
Product descriptions play a crucial role in influencing purchasing decisions. By enhancing product descriptions with persuasive language, highlighting key features and benefits, and incorporating relevant keywords, one can make the product descriptions more compelling and encourage users to make a purchase.
Implementing storytelling techniques
Storytelling is a powerful way to engage users and create a connection with the brand. By implementing storytelling techniques in the website’s content, one can evoke emotions, build trust, and create a memorable experience for users. This can include sharing customer success stories, storytelling through visuals, or incorporating personal anecdotes.
Optimizing for keywords and user intent
Optimizing content for keywords and user intent is essential for improving the website’s visibility in search engine results. By conducting keyword research and incorporating relevant keywords naturally into the content, one can improve the website’s rankings for those keywords. Additionally, it is important to understand the user’s intent behind the search queries and create content that satisfies their needs and provides valuable information.
Technical SEO
Technical SEO involves optimizing the technical aspects of a website to improve its visibility in search engine results. By optimizing the robots.txt file, fixing crawl errors, implementing structured data markup, and ensuring XML sitemap functionality, one can enhance the website’s technical performance and make it more accessible to search engines.
Optimizing robots.txt file
The robots.txt file is an important tool for communicating with search engine crawlers. By optimizing the robots.txt file, one can specify which parts of the website should be crawled and indexed by search engines. This helps in directing the crawlers to the most important pages and prevents the indexing of irrelevant or sensitive content.
Fixing crawl errors
Crawl errors are issues that prevent search engine crawlers from properly accessing and indexing a website. These errors can negatively impact a website’s visibility in search engine results. By identifying and fixing crawl errors such as broken links, server errors, or duplicate content, one can ensure that search engines can crawl and index the website effectively.
Implementing structured data markup
Structured data markup helps search engines understand the content on a webpage and display relevant information in search results. By implementing structured data markup using schema.org, one can enhance the appearance of search results, increase click-through rates, and provide more context to search engines about the content on the website.
Ensuring XML sitemap functionality
An XML sitemap is a file that lists all the pages on a website and provides important metadata. By ensuring the functionality of the XML sitemap, one can help search engines discover and index all the pages on the website more efficiently. This helps in improving the website’s visibility in search engine results and ensures that all relevant pages are crawled and indexed.
Monitoring and Analysis
Monitoring and analyzing the performance of a website is essential for making data-driven optimizations and measuring the success of SEO efforts. By tracking website traffic and rankings, analyzing user behavior and conversion rates, utilizing tools like Google Analytics and Search Console, and making data-driven optimizations, one can continually improve the website’s performance.
Tracking website traffic and rankings
Monitoring website traffic and rankings is essential for understanding the impact of SEO efforts. By tracking the number of visitors, the sources of traffic, and the website’s search engine rankings, one can gain insights into the effectiveness of the SEO strategy and identify areas that need improvement. This can be done using tools like Google Analytics, Google Search Console, and third-party SEO tools.
Analyzing user behavior and conversion rates
Analyzing user behavior and conversion rates provides valuable insights into how users interact with the website and whether they are taking desired actions such as making a purchase or filling out a contact form. By examining metrics such as bounce rate, time on page, conversion rate, and click-through rate, one can identify any issues or bottlenecks in the user journey and make improvements to enhance the overall user experience.
Utilizing tools like Google Analytics and Search Console
Tools like Google Analytics and Google Search Console provide valuable data and insights into the performance of a website. Google Analytics provides information about website traffic, user behavior, and conversion rates, while Google Search Console provides data about a website’s search engine visibility, indexing issues, and keyword rankings. By utilizing these tools, one can gather important data and make informed decisions to improve the website’s performance.
Making data-driven optimizations
The data collected from monitoring and analysis should be used to drive optimizations and improvements to the website. By identifying patterns and trends in the data, one can make informed decisions about which areas of the website need improvement, which keywords to target, and which strategies to implement. Making data-driven optimizations ensures that the SEO efforts are effective and have a positive impact on the website’s performance.
Conclusion
In conclusion, improving the performance of a website requires a comprehensive SEO strategy that includes website analysis, keyword research, on-page optimization, link building, website migration, user experience enhancement, content strategy, technical SEO, and continuous monitoring and analysis. By following best practices and implementing targeted strategies in each of these areas, one can enhance the visibility and performance of a website, attract more relevant traffic, and ultimately achieve success in the increasingly competitive online landscape. Ongoing SEO efforts are crucial to maintaining and improving the website’s performance, as the digital landscape and search engine algorithms continue to evolve. By staying up to date with the latest industry trends and continuously optimizing the website, one can ensure long-term success and achieve the desired goals.
