How to plan paid media in a changing world?


An optimized site structure is the foundation for SEO success. PPC experts can help you to strengthen those foundations and identify opportunities for greater search visibility. Never should you build a website without having a strong foundation and without constantly making sure that the foundation is strong and that there are no cracks in it.

Only if you optimize the architecture of your site, the search engine crawlers will be able to find and index your content. This will enable them to show those pages to users in the search results and help to send link authority around your site. It will also make it easy for visitors to find what they’re looking for.

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These are the strategies that ensure that the foundations of your site are solid and these help to identify opportunities for greater search visibility.


Crawl budget analysis


The crawl budget denotes the number of URLs per site that Googlebot can and wants to crawl.

“Every website gets a crawl budget, which can vary depending on the size of the site and the frequency that new content is being published on the site, so having an idea of what a website’s crawl budget is can be really beneficial in making informed decisions on what to optimize,” Mosier said

A crawl budget analysis enables you to get a more comprehensive view of:

How your website is being crawled. “If you identify that Googlebot is the client, you can use log file analysis to find out how Googlebot is handling the URLs on your site [and] if it is crawling any pages with parameters,” she said.

How fast your site is. There are many tools that can tell you how fast your server reacts and a log file analysis shows you how long it’s taking for a bot to download a resource from your server.

Indexing problems Getting into the log files shows whether bots are having trouble downloading a page fully

How often a URL is being crawled. The crawl frequency helps to figure out if there are URLs that a search engine crawler should be crawling but isn’t, or vice versa.

Crawling problems. This tactic helps to reveal when a crawler is encountering 404 errors or redirect chains

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These are the steps to performing a crawl budget analysis:

1. Obtain your log files; it is also recommended to work with at least a month of data.

2. Look for URLs with errors.

3. Assess which bots are crawling in which areas of your site.

4. Evaluate by day, week and month in order to establish patterns that may be useful for analysis.

5. Check if a crawler is crawling URLs with parameters, which may indicate wasted crawl budget.

6. Cross-reference crawl data with sitemap data to assess for missed content.


Driving traffic with technical SEO 


Finding out how well your site is functioning will help to put the right strategies in place that will drive more traffic to it.

“Doing regular site audits is a great way to keep a pulse on what’s happening with our websites,” Mosier recommended. In addition, Google Search Console should be used to check for Core Web Vitals or schema issues, for example. “Using monitoring tools, [such as] Rank Ranger, Semrush and Ahrefs, these are great ways to stay alerted to any issues that might pop up with your website,” she said.

Assessing the search results pages (SERP) will give a feel for the landscape of the keywords that you’re targeting. In addition to being able to see what search features may be available, the SERP also shows which sites are ranking higher than you. “See what those sites are doing; looking at their source code can tell you what schema they’re using,” Mosier said, adding that you should also be viewing their pages to scope out what their headings and user experience look like.

Updating the old content can result in a rankings boost. Mosier recommends that paying extra attention to your headings and above-the-fold content is necessary. Adding schema markup also enables your content to appear as a rich result, which increases your visibility on the SERP.

“Using tools like Frase or Content Harmony can help you see what other sites that are ranking for the keywords that you want to be ranking for are using for headings, what kind of FAQ content they’re using and what content they have above the fold,” she added.

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“Paying attention to page speed is definitely an important metric to think about, [but] I think it’s also important to pay attention to what the industry average is,” Mosier said, “So, go and look at where your competitors’ sites are ranking or are at as far as page speed and kind of set that as your benchmark.”

It’s also important to assess individual page speed versus overall site speed: “You want to see what each page on your site is loading for and make improvements on a page-by-page basis and not just look at the site speed as a whole because pages are what is ranking, not necessarily the whole site,” she said.


To SumUp


How your pages render can affect your user experience as well as what search engine crawlers see. Does your site have a pop-up or a really big header on a particular page that’s taking up a lot of the above-the-fold space? Or do you think that the font or color schemes aren’t getting the impact intended? 

This can be a problem. Also, page speed can impact how search engines render a page. Do get in touch with our digital marketing company in Kerala to get your site performance accelerated.