I hate missing out just as much as anyone else. Its why Ultimate SEO has accounts on Twitter, Facebook, LinkedIn, Tumblr, Pinterest, Flickr, Youtube, Blogger, Instagram, SnapChat and more. But the only thing worse than not being on a platform is to not appear active on that platform. If someone’s first impression of you or your company is your activity on a forgotten profile it is more damaging than not having been there to begin with.
IFTTT And Buffer
Thats where IFTTT has stepped in and been able to save time while helping to get a message out consistently. From WordPress IFTTT automatically shares and posts each update to a slew of other sites and until recently its been the most effective means for auto updating social media. Now that Google+ has ended and with the loss of Gmail applets on IFTTT it may be a good time to look again at social media auto posting techniques. Recently it appears LinkedIn may have discontinued its connection to IFTTT as well, which is a shame and hurts both LinkedIn and IFTTT.
In researching IFTTT applets Buffer.com came to light. Its mostly a paid version of what IFTTT did for free but it also includes a free options which allows integration with 3 social media platforms. In the use case of Ultimate SEO that meant connecting to LinkedIn. The other two positions going to Facebook and Twitter as those are the powerhouse social media platforms.
Automated Cross Posting In Social Media
My ultimate goal is to fully automate this process and I haven’t yet seen that in Buffer.com but further testing may reveal that an action from IFTTT completes this chain. Its not enough to be able to post an individual article from one site to all, we need something that checks all sites and then auto publishes what isnt published on others to those sites.
You might think of this daisy chain of social media as if it were a PBN. It’s a network of separate sites but all you.
I’ll keep you updated on this case study. At present though IFTTT still appears to be the best auto posting option for social media. It can start from a sites RSS feed or an integrated service like WordPress then post to a central site such as Blogger which has a lot of versatility due to the number of connections available.
Connectors Applets Or Recipes
Some connections utilized for Ultimate SEO include:
(The WordPress to X recipes are available but I’d recommend making these connections through Blogger where possible for consistency)
- WordPress to Blogger
- WordPress to Photostream
- WordPress to Tumblr
- WordPress to Facebook
- WordPress to Twitter
- Blogger to Buffer – this recipe enables the auto posting into LinkedIn
- Blogger to Flickr
- Blogger to Pinterest
- Blogger to Bitly
- Blogger to Diigo
- Blogger to Instapaper
- Blogger to Reddit
- Blogger to Pocket
- Blogger to Trello
- Blogger to Dropbox
- Blogger to OneNote
It may appear that I love Blogger but its important to have a centralized distribution point. Consider how easy it would be to accidentally create an auto updating loop if you didn’t have a defined start. I accidentally created one of these months ago and it was annoying first discovering it and second reviewing where in the chain I was picking up the update I was trying to put down. So blogger serves in that regard as a check point on redundancy. I also prefer a secondary site from WordPress. If after publishing something on WordPress you realized the permalink is too long or something just didn’t look right, you at least have another spot to stop that mistake from going out to everything else.
A Case Study of SEO Metrics And Rank
Here is a recently added FAQ to the Ultimate SEO FAQ section.
Let me show you how important it is….
Why is realtor.com not higher than zumper.com in the mobile search on the right? Consider these metrics
Realtor.com = Domain Score: 55 Trust Score 58 Alexa Rank 763 Registered 1996 Ads 3,900 Backlinks 57,000,000 Traffic Rank 108
Zumper.com = Domain Score: 37 Trust Score 44 Alexa Rank 17,000 Registered 2004 Ads 0 Backlinks 1,700,000 Traffic Rank 2830
In every metric realtor.com wins, so why is it below Zumper.com on the mobile search?
Site Speed Test on GTMetrix
Realtor.com Fails Speed
Zumper.com Passes Speed
So in this example we clearly see a more popular site beaten by a less established site and the single only factor the smaller site did better was speed. And we cant discount this as … well its only important in mobile. In case you missed it…
Now when we consider the facts above lets also dispel people’s over fascination for keywords and text optimization and position of frequency of words, the content length …. on-site SEO, the SEO of the 1990s as I call it… both sites present the same content to the desktop and mobile versions they just differ wildly in the speed. What are some of the reasons? Realtor.com decided to present 16 rows of 3 images of homes to visitors while Zumper shows 4 rows of 1 image …. and then additional rows load as you scroll down. Lazy Load and 1 image vs 3. Thats how they keep their requests to about a third of the realtor.com page.
What Are Requests?
I’d suggest you think of requests as if they are shots from a gun at your head. You need to avoid them! Less shots is a lot better…
Requests are literally requests of the server before the page can load. If I make a page with one image on it that is one request. Lets say I decide to replace that image with a slider with 5 slides, now I have 5 requests … the same page area but that cool feature increases the trips required of a computer to quadruple! Lets say now I add social media icons to the page … Facebook, Twitter, Instagram, LinkedIn and an email icon …. small and just up in the right corner. That social media addition just added 5 more requests. Think about all the things on your page, they don’t all come together in one big Amazon package with a smile…. they are shipped to the computer individually. Now I have one page with 1 request and another with 10 and the initial difference isn’t much…that slider only displays one image at a time.
Latency And Requests
Servers don’t respond instantly…they take a little while to think and retrieve the requested resource and then it has to travel the distance from the server to your computer…may be at the speed of light, but light still takes time. This time is called latency. 50 milliseconds is a good latency.
If both servers in the FAQ had a 50 ms latency. We can assume that the
Realtor.com server will take 50 ms x 301 requests = 15050 ms or 15 seconds
Zumper.com server will take 50 ms x 134 requests = 6700 ms or 6 seconds
I hope this explains why you want to limit requests, and prioritize speed as much as you focus on keywords.
Ways To Decrease Requests
Do you need separate images? On ultimateseo.org I wanted to show my COMPTia certifications. I have 4 icons … I combined them to make one image. Thats 1/4 the requests but no change in user experience other than a quicker site.
Lazy Load also helps speed up the initial page load time. If “below the fold” you have a lot of images on a page … the page needs those images still to finish the load unless you institute lazy load which essentially tells the computer to load an image only when it is coming into view. This makes sense likely if you have 300 images on the page and plenty of them are scrolled far down….but all in all I’m on the fence on Lazy Load. I ran speed tests on the homepage of this site with Lazy Load on …. 3 tests results 2.3 seconds, 1.9 seconds and 1.9 seconds. I turned off lazy load, and reran the test and got 2.3 seconds, 1.9 seconds and 1.7 seconds. So technically the site loaded faster with Lazy Load off….keep in mind it take a bit of thinking for the server to implement it. This helps speed up a site drastically if there are a ton of images spread vertically…but not much in a normal page. What are the full implications on SEO when a site is crawled?
Its suggested by “Ask Yoast” that Lazy Load is fine for SEO and the images are rendered as Google scrolls down the page and indexes the content.
So I feel like its everyone’s dream to be a media conglomerate, why buy one newspaper when you can buy 100s? Well, SEO and the internet are one big community…so in the analogy … why build multiple newspapers in the same city? No one would do that and it’s about the same with the internet or at least it should be…but everyone wants to have multiple top ranking domains.
Real Life Examples Of Multiple Domains
There is only two ways this could work out…
- Your brand is merging with another equally powerful and recognized brand and dissolving either brand will leave a huge gap that competitors will fill fast than you can with your one brand. Example … Zillow bought Trulia for 3.5 billion they represent the number one and number two home listings sites. They have continued to operate two sites in the same niche because anything other than what they have now is less than optimal. SO … you can do the same when your billion dollar company buys out your #2 competition for 4 billion or so dollars. Until then…this first scenario doesn’t work for you.
- Your brand is buying a vertical business…(word for it escapes just now but its not the point so moving on) Let’s say you make eyeglasses, you make almost all of the eyeglasses. So you buy the stores that sell them and then you buy the vision insurance company too. Thats what I mean…Your original business was production and you dealt with retail outlets, you couldn’t make hardly any more glasses so you expanded vertically in the supply chain. Its the story of that famous eye glass company you know that owns all the others… Luxottica. Never heard of them well…they did a “Multi-Domain” strategy and you have heard of these companies… EyeMed, Target Optical, Pearle Vision, Lens-crafters, Sunglass Hut, Glasses.com … theres more but you get the point. A consumer believe they have choice in the market but thats because you let them. Combined all these companies are 1/4 of all eyewear value in all the little pieces of that industry. They command it. Your new domain JimmysBestTshirtsThatRFunny.info is not them you need one domain…so buying 8 other T-shirt domains wont help you other than maybe you got a better name than that monster. Now the key part of this strategy though is vertical integration…your retail store isn’t competing with your vision insurance company and its not competing with the factory … they’re all buyers of each other till a consumer gets it.
Increased Competition But Not Sales
Thats really about it. You’re likely going to have room to grow in the sector you are in for sometime and you wont have the funds to buy up a fourth of the world’s T-shirt makers so focus on your one domain. Why? Well…changing the names to protect the guilty. I had a client who insisted on multiple domains we’ll say they were a tour company that ran guided tours of Liberty Island in NYC. Its a weird niche just cause you don’t have to have a guided tour to see the Island but because of the demand and popularity several companies sprout up and sale tickets to a national park property. Its easy money with online sales being where its at … but if you have 5 competitors sites you figure well lets add two more so now there are 7 sites and your competition adds 2 sites thats 15 now plus your 3 …. so we now have 18 sites all competing for the same audience and the same experience. Did you know that it’s really hard to rank up to the top 3 spots with one site? So now to benefit from what you’ve done you need to rank up 3 times that and fight off 15 instead of 5 other sites. We didn’t even have a second page until now in search results and someone has to be on it.
When Multiple Domains Don’t Work
So thing about your multiple domains, assign keywords to one … then move to the next domain … don’t assign the same keywords and the same role to that site, you’re just competing with yourself. Also you’re diluting your search traffic maybe combined you have 30% of the traffic but Google doesn’t see that, it sees 15% here and 10% at this second domain and only 5% at the last site. Say a competitor has a site thats at 16% his one site will out rank your three because you’ve split up all your efforts and resources. Thats the problem with the Multi Domain Strategy.
When Might You Use Multiple Domains?
I like to think I don’t do that. I have UltimateSEO.org and its SEO. I have CLoud502.com and it is cloud computing and I have data502.com and its Data Analysis. Related? Of course but very different. A person googling “AWS servers” isn’t going to click on a site about SEO. You find niches for the domains and target the audience and keywords for those domains.
So in the end, before you grow to more than one domain ask yourself if this new domain will have a different audience than the first. If not and if you can argue the same keywords fit both sites, you need one site.
So don’t eat yourself up with Multiple Domains. I’ll be posting in the next day about my addition of UltimateSEO.net .. how I intend NOT to canabalize this site.
Well don’t totally forget the keywords but I think if you spend more than 5 minutes on keywords you’re going to be pretty surprised by some purported data I stumbled across. As you likely know Google uses about 200 factors in determining your sites ranking. I personally have place a lot of emphasis on speed and backlinks and while I have thought it was important I must admit I didn’t give the social media factor as much attention as I should.
The first big thing to not is that 10.3% of ranking is CTR so if you have ever seen your content just jump up on the rankings and then slowly (or quickly) taper off as time goes its likely that people are clicking on you less and less as you slide below the pages. Its the single biggest impact. I feel Google gives you the benefit of doubt at first ranking you higher than average and then they allow people to determine if your site is worth it. That’s important to consider and similar to conversion rates.
When we take human behavior out we have largely backlinks and social media deciding your ranking ability. These make sense, if no one is talking about you but they are about your competition and more people click on your competitors site who also has the most backlinks you’re wasting your time trying to get your keywords exactly right in the headers, description and title….they combined contribute a value of 5 where backlinks are over 120.
If you’d like to access the Data Studio report directly you can visit https://datastudio.google.com/open/1lNt4SYd4jrfXWMo9HPKvrj1FWFO0oxG4
Work In Progress
Thanks for checking in with Ultimate SEO, this site is a side project as my client’s sites are the main one. This means I may often have edits and unfinished elements to circle back too. I encourage you to feel free to let me how this site could be better using the contact form.