14 October  2014 - Issue #651
Welcome to the latest issue of the Search Engine Facts newsletter.

The home page of your website is the most important page of your site. It's the page that most people will see. Your home page must convince visitors that your website is interesting and it must enable visitors to find the other pages of your site.

In the news: export historical ranking data of your website, Google rolls out custom affinity audiences, some find 'dwell time' better than clicks, tablets and PC's are the same for Bing, and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How to optimize the home page of your website for users and search engines

The home page of your website is the most important page of your site. It's the page that most people will see. Your home page must convince visitors that your website is interesting and it must enable visitors to find the other pages of your site.

home pageYour home page is not made for keyword optimization

The main purpose of your home page is not to rank for your keywords. The home page of Amazon.com does not have high rankings for the search terms "lcd tv", "gardening equipment" or "buy books". That's what the other pages on Amazon.com are for.

The home page of your website has the following purposes:

  • Welcome the visitor on your website.
  • Guide the visitor to the interesting pages on your site.

If you want to get high rankings for particular keywords, optimize other pages of your website for these keywords. The more pages you optimize, the better. In general, you should optimize one page of your website for one search term.

A web page that is highly relevant to one search term is better than a web page that is somewhat relevant to many search terms. If you optimize many of your web pages for different keywords that are related to the same topic, you'll show Google and other search engines that your website is relevant to that topic.

Keywords for which your home page will get high rankings

In general, the home page will get high rankings for a limited set of search terms:

  • Your company name.
  • If you offer local services (for example "plumbers"), your home page might rank in local searches.
  • If your company name contains keywords, the site might rank for these keywords if they aren't too competitive.

In addition to these keywords, the home page of your website can rank for other keywords if they are closely related to the company. In general, it is more likely that other pages of your site will rank better for these keywords. Of course, both the home page of your website and the individual pages of your site need enough backlinks to rank.

home page optimizationHow to optimize your home page

Although you should optimize the individual pages of your website for particular keywords, there are still some things that you can do to optimize the home page of your website:

  • The title of your web page should focus on your company name, your main product and the main benefit that your company provides.
  • Your home page should contain a structured menu that offers access to all important areas of your website.
  • Your home page should communicate the main benefit that you provide with your products and services.
  • Your home page should contain good product images.
  • Your home page should have a clear focus. Do not add too many links. The pages of your website should be available through the navigation menu and/or a search box.
  • Add your contact information to show your website visitors that your website can be trusted.
The basics must be in place

Search engine optimization only leads to results if the basics are in place. That means that your website must be quick and accessible, that there are no technical errors on your pages, etc. You can use the website audit tool in SEOprofiler to check your web pages for errors that can cause ranking problems.

The Top 10 Optimizer will help you to optimize the pages of your website for keywords that are related to your business. If you haven't done it yet, try SEOprofiler now:

Try SEOprofiler now risk-free

Back to table of contents - Visit SEOprofiler.com

2. Search engine news and articles of the week
New in SEOprofiler: export historical ranking data
"Starting today, you can export your historical ranking data in the ranking monitor. The new feature enables you to export all rankings on Google, Yahoo and Bing that have been tracked by the ranking monitor since you started to use the ranking monitor with your keywords."

YahooYahoo scientists: “dwell time” is a better metric than click-through rate

"Joining the drumbeat against clicks as a flawed metric for user engagement and interest, Yahoo Labs scientists have published a paper that finds time spent on content items — dwell time — is a better indicator of what people enjoy online. [...]

Clicks to a page don’t mean as much as time spent there because people can be fooled by click-bait headlines or just accidentally click to a page before immediately leaving."


Holiday e-commerce sales expected to rise 8 – 11 percent this year

"Shop.org today released its 2014 online holiday sales forecast, expecting sales in November and December to grow between 8 – 11 percent over last holiday season to as much as $105 billion."


AdWordsGoogle rolls out custom affinity audiences ad tool for targeting very specific groups of people

"A little over a year ago, Google launched Affinity Segments for AdWords and YouTube, which enable advertisers to target an audience based on 80 different interests and demographics.

The new custom affinity audiences let advertisers take control of these segments by creating their own sub-segments they want Google to cross-target."

Bing Ads: PC's and tablet computers are the same
"The previously announced device targeting changes to combine tablets and PCs into a single device target have now been completed. All existing and new campaigns that target PCs will also target tablets and vice versa."

Search engine newslets
  • Google’s John Mueller: disavow links files are processed automatically.
  • Google shares some 'right to be forgotten' statistics.
  • Google displaying 'not mobile friendly' icons In search results.
  • Google updates conversational search in search app.
  • Search takes in majority of mobile ad spend in Australia.
  • Survey says: teens are fleeing Facebook; Instagram & Twitter are more popular.
  • Google a platform for piracy: new CEO.
  • Over 50% of SEOs are concerned about negative SEO extortion.
  • Google scans your data to show you your bills.
  •  Google testing new format for restaurants.
3. Recommended resources

Everything you need

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  • automatic weekly website audits
  • tools for keyword research and analysis
  • competitive intelligence tools
  • automated ranking checks
  • website analytics
  • tools for spam-free link building
  • link disinfection tool
  • social media monitoring
  • white-label reports (web-based and PDF)
  • and much more.

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Create a free trial account now or test the full version.

Back to table of contents - Visit SEOprofiler.com
4. Previous articles
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Copyright 2014 Axandra GmbH, Nordring 21, D-56424 Staudt. Managing directors: Andre Voget, Johannes Selbach, Amtsgericht Montabaur, 6 HRB 6339. Publish our newsletter articles on your own website.

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