How search works, simply
Google sends programs (crawlers) to read pages, stores them in an index, and ranks them by how well they answer the search and how trustworthy the site looks.
On-page SEO checklist
- One clear topic per page, with the main phrase in the title and first paragraph.
- A helpful meta description (the grey text in results) of about 150 characters.
- Headings that describe each part of the page.
- Fast loading and easy reading on phones.
- Links to related pages on your own site.
Read the numbers
| Metric | What it tells you |
|---|---|
| Impressions | How often you appeared in search |
| Click-through rate | How often people chose you |
| Time on page | Whether the content was useful |
| Conversions | Whether people did what you wanted |
Localization: more than translation
When a campaign goes to another country, translate the words but localize the meaning: currency, units, dates, humour, colours, holidays, imagery and laws. A message that works in Canada can confuse or offend in Nepal, and the reverse.
Ask before launching in a new market: Would a local person believe a local company made this?