Scottsdale Web Design – Tips to Enhance Page Speed to Gain More Website Traffic (Part 2)

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In Tips to Enhance Page Speed to Gain More Website Traffic (Part 1), I mainly showed you how important page speed is. Along with it are the tips to increase your page speed. So, today, I still have to cover the other 6 tips.

Blurred Motion of Fast Trains

  1. Incorporate the trail

Leaving out trailing slash on links that directs to your site, whether coming from external sources or inside your site, could have a detrimental effect on your speed.

Let me tell you how:

If a visitor visit a URL with no trailing slash, the web server will definitely search for the file having that name. If not, then the webserver will deal with it as a directory and find the default file. By doing that, you are compelling the server to do an unneeded 301 redirect.

  1. Allow image compression

Using GZIP compression can substantially lessen the period of time spent to download, CSS, JavaScript, and HTML files that are decompressed when they reach the browser.

  1. Allowing browser caching

When caching is enabled, the key components of a webpage are saved in the browser. So, when someone visits the the next time around, the browser can load the saved data without need to request for another set of website details. Hence, browser caching can greatly improve speed because it lessens the files that one needs to download.

  1. Lessen resources

Lessening your CSS and JavaScript files takes away needless white space to lessen the size of the file. Luckily, you do not have to do it manually as there are tools online you can use to modify the file. You can likewise utilize a lot of plugins accessible for WordPress  like:  W3 Total Cache, WP Rocket, and WP Super Cache.

  1. Give priority to superior content

This approach will give a great impression to your visitors that your site can load swiftly. Moreover, it implies that the content could easily be seen before a user scrolls down.

So, it guarantees that any website component are superior. Likewise, it is crucial to obtain any JavaScript and CSS that are necessary to render that space inline instead of outside CSS file.

  1. Improve Media Files

Nowadays, it is normal for mobiles to have high-quality cameras. Aside from that, current content management systems like WordPress that makes it easier to upload images.

What people do not know is that most often than not, the image is actually four times larger rather than what is needed. Thus, this is one reason why website slows down primarily for mobile users. Improve the media files on your site to enhance the page speed enormously, and it is not so hard to do.

  • Optimizing Images

    • JPG is ideal for photographs. Meanwhile GIF and PNG are great for solid color images.
    • Make sure that your photos are appropriately resized. Not too big or too small either. Truthfully, adding a photo with over 1500 pixels wide are not necessary.
    • Take time to compress images. There are plugins you can use for free: Imsanity, TinyJPG, and many others.
    • More on this topic: 4 Image SEO Tips to Apply Right Now

So,  you can now start planning of how you will start to enhance your page speed.

 

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Scottsdale Web Design – Tips to Enhance Page Speed to Gain More Website Traffic (Part 1)

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The most crucial element in digital marketing today is page speed.  It has an important effect on the following:

  • The time spent of visitors on your website.
  • The number of conversion into becoming paying customers.
  • Resources allocated in paid search.
  • Ranking in organic search.

Sadly, a lot of sites do not perform well in page speed that will absolutely affect their revenue. Honestly, there are many things to do in digital marketing you should to prioritize. However, you should not set aside optimizing page speed. Yes, even if enhancing speed for a few more seconds, that already makes a huge difference.

I suppose you are not one of those people who neglect speed, right? So, you want to make the most of your results and revenues, correct again?

fast cars on a Ottawa road in the evening

Now, here is your chance to know how.

Dump your current web hosting

Every person would always want to save a few dollars, but with SEMrush, Moz, and all those tool subscriptions, they are taking a lot from your budget that it is nearly impossible to do so. One means of saving up is by choosing an inexpensive shared hosting that squeezes several sites into one server. But with shared hosting, the performance is so disgusting! So, never choose it!

Related: 5 Essential Elements When You Are Looking for an SEO-Friendly Host

With the slow speed, they will remain just dropping by because they will surely leave as fast as they could with no chance of conversion. Now, is the shared hosting worth it? Nope, people will hate your website.

How much of a difference really does it make?

Amazon’s study tells us that even a small difference of 100ms, a portion that people cannot even recognize, is sufficient to decrease your sales by 1%. Walmart’s research backs Amazon’s data. At this point, both huge e-commerce companies agree on the importance of speed.

If that small amount of time can have an overwhelming effect, think how much more an additional second can do? In short, if your site does not load fast enough for visitors to stay, then, your competitors will profit from your loss. More on: 5 Easy to Follow Tips to Obtain a Speedy Website

Don’t hold tight on your crappy web hosting. Know that there are several web hosts that optimized to gain more speed like WordPress that fits your budget options. Go ahead, do your own research, ask people, and find a web host that gives you your money’s worth.

Lessen HTTP Calls

Each and every file that a webpage need to operate and render – CSS, JavaScript, STL – need to have a different HTTP request… AND more of those will slow down your page load. You might think that you are not putting such garbage but that may not really be true. You may not put in extra bloated junk to your site, but it is very much there for 90+ percent.

You may not add a bunch of bloated junk to your website but the garbage is still there. Yes, you read it right, it is still there just because some people do not bother to improve the page speed which should be in the priority list to begin with.

 

More? Tips to Enhance Page Speed to Gain More Website Traffic (Part 2)

Scottsdale Web Design – Headline Tips to Make Your Content More Appealing (Part 2)

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In Headline Tips to Make Your Content More Appealing (Part 1), I discussed the tips to give your headline that much needed boost. As mentioned before, I still have a lot of tips to share with you.

white vietnamese newspaper

So let’s dive into 10 more tips right now.

  1. Learn from the best because brief headlines will surely work.

Now and then, being direct is better. Length does not always work. Occasionally, powerful and truthful is a much better choice. This means that you should not disregard a possible awesome headline even if it is short.

  1. Highlight important points.

One more good approach is to draw a quote from what you have written. Choose a quote to emphasize. This is really effective especially coming from a famous public figure or an influencer will make a brilliant headline. On the technical side, just remember that quotes that you will use in your headline has to be a single quotation.

  1. Add power by stating a statistical fact.

When you add an statistical fact within a headline, it is effective. For example, 90% Of Startups Fail.

  1. Study other headlines.

Sometimes, you can experience a writer’s block and can’t think of a headline, so why not find out the content of your competitor? For sure, you will learn something that will inspire you, and who knows, you might be able to create your own brilliant headline.

  1. Use ALL CAPS! 

You can use all caps in a word to give that sense of excitement, but do not overdo it. Not every headline needs it; when you use the all caps, it seems like your shouting.

  1. Ask a question to your audience.

Asking a question in your headline can be a good headline. If you are writing about website migrations, you can write about What Causes Site Migrations Failures? Starting with a query tells your audience that the content of your article will answer the question.

  1. Always have a CTA.

Make sure to put your call to action (CTA) whenever possible. Use words like find out, read more, learn more, and words to urge your audience to click your article.

  1. Add actual numbers.

Numbers are attractive to people that it urges them to click the button. Spell it out, says the Associated Press, but doing that online may not be effective. People’s attention is shorter and space is valuable; if you use numerals instead of spelling them, your headline could perform better. More on: Why You Need to Write Numbers as Digits

Try using numerals; for example, 5 Possible Remedies to Keyword Cannibalization, 7 Crucial Assets of a Great Website , and so on.

  1. Utilize more forceful words.

There is no space for fragile words in a headline. Use powerful adjectives, intentional verbs, and exact nouns. Use positive words like “excellent,” “breathtaking”, or “amazing.” These will impact your headline more.

  1. Read your own headline…Do you want to click it?

Pretend that you are the audience. When you read the headline, did it interest you to read the content? If you think you won’t be interested, then, go back to the list above and you might just come up with a good idea.

 

Scottsdale Web Design – Headline Tips to Make Your Content More Appealing (Part 1)

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You are probably wondering of what kind of headline can be appealing enough and can give your website a lot of clicks.

An appealing and interesting headline is a precious tool when it comes to content marketing. The truth is, it is difficult to catch the attention of your audience if you have a feeble headline.

Experts tell us that 8 out of 10 will read the headline, but only 2 of them will bother to read the whole content. This is one of the reason why an interesting headline matters. It serves as an advertisement of what has yet to come. Headlines lure, get attention, determines anticipations, and inspires the users to click.

The New York Times paper on a brown table

To help you, here are tips to give your headline that much needed boost:

  1. The 4U Strategy
  • Here is the formula written by an entrepreneur, business coach, author, and copy writer, Michael Masterson, called the “4U’s.”
    • Urgent
    • Useful
    • Unique
    • Ultra-Specific

Urgent:

When you want your audience to immediately click your headline and read, create urgency for people to be eager and crave. These are the emotions you need to use. But how do you create urgency?

When you give that feeling of insufficiency like they don’t have much time to decide because the supply is not going to last. Another way is to create danger like for example “7 Beverages That Causes Cancer.”

Useful:

Your headline should have worth. Optimistically, your content will not fall short of your readers’ expectation. Value is the reason why your audience will keep on reading.

Unique:

Write a headline that no one has read before. Make it unique just like a breath of fresh air. This will catch the curiosity of your reader.  Use a more interesting and unique language. That should inspire your reader to go on with the content.

Ultra-specific:

The more accurate your headline, the more you can deliver an exceptional value of your content.

There are too many contents available but for sure you will not read all of them. You will pick the headlines that addresses your particular issues and queries.

  1. Allow Keywords to Lead You

Keywords are important not just to your audience but to the search engines that links people to your content.

If you are writing a content that is interesting and pertinent that cannot in any way become obsolete, perform a keyword research to figure out exactly what users are looking for.

A little disparity in phrasing in word choice can have an enormous effect on the traffic. You can pick the main keyword while the others can be used as keywords support. Remember that people are busy and the only headlines they will bother about are those that harmonizes with the subject matter that you need.

  1. Make your Headline Captivating.

Captivating, amusing, and readable but first think of your preferred audience to help you determine the tone of your headline. A brilliant headline is one that reverberate vigorously with their audience.

To do this, just keep on writing various headlines. That owe to keep you started and ultimately you will come up with a captivating headline.

  1. Use Alliteration

It is the chaining of words together that starts with similar letter or consonant sound. An example is “She sells seashells by the seashore.”

This works well because people just love patterns. It is tricky and melodious and though refine, it has such impact on the reader. It also appeals to a wide range of audience. An obvious alliteration can possibly lure audience.

But wait, there are still more to come in “Headline Tips to Make Your Content More Appealing (Part 2)”

Scottsdale Web Design – Say Goodbye to the 7 Bad SEO Habits of 2019

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Hello, 2020! Goodbye 2019 SEO bad habits!

2020 Balloons

Below are the SEO approaches that do not work and can cause you to have Google penalties. Here they are:

  1. Establishing pages that have identical content

 This kind of approach is no longer common, but it does not mean that identical content does not happen sporadically. Pages with identical content that is written specifically for keywords, is no good SEO approach. An example would be replicating city pages inside a site having a different city name can be damaging. The ending of which could be a substandard pages that can be damaging, and it can surely affect the whole website.

  1. Developing links by utilizing the usual templates

 You have to be able to know audience, to research and know more about them, and  to come up with a great “marketing” message they can relate to.

Sending a person a generic email requesting for user information will not gain anything. Opt for sending lesser emails that is well researched and knows the concerns of your audience has more chances of being successful. Of course, users never open your email with common salutation like “Dear Website Owner.” It is more personal if you use the name of the person you are writing to like Dear Mr. Richards. 

  1. Solving a ranking problem by obtaining additional links

 Links do matter yesterday and today. It is one essential elements of the ranking algorithm.  It also means public affirmation that mirrors that particular site has precious data.

The mistake of a lot of people is that they acquire links from unusual ways such as bad link directories, buying links, link tricks and spammy approach. This 2020, these kind of approach in developing link strategies should be left behind. Use a marketing and a more user focused kind of approach. 

  1. Adding more insignificant content

SEO and content are interwoven. SEO is nothing without content.

The only problem is if you use insignificant content to add to sites aiming to develop SEO. Stay away from carelessly producing content just to help improve the many pages on a site. Truthfully, high quality content is still the best way to go because it gives more weight to the concerns of the users.

  1. Ignoring the essential on-page optimization

No matter what your position is regarding this matter, a great page title can change a simple searcher to visitor and from visitor to a customer. Who knows what a great title can do, right?

Thus, it is best to improve your page titles and keywords. While you are doing this, improve your heading tags because users do survey a page. An improved heading goes to show that your site does its best to answer the user’s question. 

  1. Not dealing with the technical concerns

Majority of the technical SEO audits show that some issues do damage such as page speed, 404 errors, and so on. Even if you add great content, your ranking will be negatively affected by technical problems. 

  1. Neglecting to enhance images

Lastly, do not forget the images you used. When you put image in your site, always remember alt text and image filename. Rather than an image filename like abc345.jpg, take into account to incorporate a keyword that is indicative of the image. For example, apple-pie-kitchen.jpg. With regards to alt text, do not add generic terms. Utilize a unique description of the image instead. Also, you can even add the keywords in the alt text.

 

Scottsdale Web Design – 5 Possible Remedies to Keyword Cannibalization

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So far, I have taken up the 6 Adverse Consequences of Keyword Cannibalizaton on Your SEO. In that post, I covered the negative effects, such as reducing the authority of the page, watering down the links, depreciating authoritative pages, wasting crawl budget, and many others.

pie with one slice cut off

Are your content pages divided like a pie sliced into different portions?

Recognizing Keyword Cannibalization

If you know the issue, it is really easy to correct keyword cannibalization. First, all you need to do is open a spreadsheet and list the URLs. Also, you should add the keywords used as well. If you are able to mark some particularly that are crossing the core pages, you could be inflicted by the keyword cannibalization. Then, you are now ready to repair your pages.

Lastly, do not forget to double check if your title tags aims for the same set of keywords. Should you audit your website, look for thin content as well as keywords erroneously placed in the wrong page.

Repairing Keyword Cannibalization

It actually depends on the root cause. Here are the probable remedies:

  • Reorganize Your Site

A quick fix is to make your best authoritative page and make it your landing page that has connections to other different varieties of your preferred keywords.

For example, if your website has chocolate products, it is better to make “chocolate” the canonical source page and connect all the modifications back to “chocolate.”

  • Make your Own Landing Page

You could have inadequate landing page that can put together all of your product pages in one area. If this being the situation, then you’d have an advantage in building a different landing page to be your authoritative source page and connect to the entire alterations from that point. Going back to our example, you could do a page like “dark chocolates” and other variations of chocolate.

  • Combine your Content

Next, combine in just one page if your pages aren’t exemplary to ensure having many pages that aims for the same keyword, then merge the pages into a single page.

This is a good time to take the content pages that did not perform well, and change it to an authoritative source. That could also address your thin content concerns.

  • Look for Fresh Keywords

 Should you have great content-rich pages and your only problem is a badly planned keyword approach, this is telling you to come up with fresh keywords. Be careful, your keywords should aptly describe the content of your page.

  • Utilize 301 Redirect 

Utilizing a 301 redirect permits you to merge your cannibalized content by connecting all of the less pertinent pages to one better authoritative variant. Be aware, that this approach is good just for pages with identical content and matches particular keyword questions.

 

The above solutions can mostly repair keyword cannibalization but if you handle ecommerce site.  The good thing about keyword cannibalization is that solutions are easy to find and the harm is not lasting. Utilizing great tools and having that positive attitude can improve your SEO in no time. So, get to work now in order to avoid your content pages pitting with each other.

Scottsdale Web Design – In What Way Does Website Security Impact Your SEO?

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People can determine whether or not they are safe online. If you think having a firewall and having a strong password are enough to ensure security, you are wrong.

There are so many computer hackers out there who can harm not just your website but your personal data as well. They are so savvy that you will only know after the damage has been done.

If you are a website owner or if you are a digital marketer, you need to be on guard when it comes to website security. It is vital that you take all the necessary security efforts or the absence of it will definitely affect your SEO ranking.

two bullet surveillance cameras attached on wall

By now you know how important website security is, and for sure, you are considering to get into it. Don’t worry, it is actually rather easy. To do that, let us first know in what way does your website security impact your SEO?

  1. HTTPS is a Google ranking signal.

In one blog post on the Webmaster Central, Google confirmed that HTTPS is indeed part of their ranking algorithm.

Every digital marketer knows that a site has to gain organic search rankings. While it is true that we need to know that Google anticipate a high-grade site, do not forget that the final objective is not to gratify Google. It is to cater and satisfy your users by giving them the answers to their concerns.

This means giving them pertinent and authoritative articles and offering them a great outcome while ensuring their safety when they decide to engage with you.

Having said that, you should make sure you secure information and let your audience knows about it by utilizing the HTTPS domain distinction. This will require you to buy an SSL certificate. If you do not use HTTPS then you are not updated. Also, Google made HTTPS one of the ranking factors.

  1. Watch out because an unsecured connected could have you blacklisted.

Sure, you do not have a bad intention of hurting your audience, but still poor website security can put your site in a huge risk from hackers. Before you know it, everything you worked hard for for many years will just go down the drain. Start protecting your site before someone meddles with it and starts putting links on your site. Search engines will black list your website. Having your security will protect you in this scenario and maintain your honesty. If you do not, then it will take a long time before you can go back to the same ranking you used to enjoy before.

  1. Your audience should know that you are dependable.

Users will always be in the look out. If you do not have HTTPS, they will stay away from you.  A straight warning will make your audience scamper away. Should you have huge bounce rates, it could be because you do not have a website security. Bear in mind, do not risk not having one because rebuilding the trust of people once they had a bad experience with you could be very difficult.

Guaranteeing the users that they will have a great experience in your site is good SEO. So, do not risk your reputation; do your website security now!

Scottsdale Web Design – 5 Image SEO Tips to Apply Right Now (Part 2)

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Previously, I discussed about 4 Image SEO Tips to Apply Right Now (Part 1).

Person Using Laptop Computer during Daytime

So, I will talk about 7 more useful tips in order to optimize image on your website.

  1. Personalize the File Names

Image file names give signals to Google and other search engine crawlers pertaining the topic of the image. The keyword abundant file names are important!

Normally, file names will show something like “PHOTO_833028” or something equivalent to that. This does not aid Google. For example, if you have an image of kids, you could name it kid 1, kid 2, and so on. However, if you name it a very active little boy, search engines could better understand your image.

You have to modify it from the default to assist Google and other search engines to know your images This endeavour only takes a little work which of course depends on the kind of media library you have. The more comprehensive it is, the better.

  1. Don’t Forget the Alt Texts

Alt texts are a text substitute to images whenever a browser cannot appropriately provide them. Identical to the title, the alt text is utilized to narrate what is in the image file.

Whenever the image does not load, there will be an image box that has the alt tag. Just be certain that they are suitable to the image and do create a picture that is appropriate.

Being attentive to the alt text is also advantageous to your on-page SEO strategy. Should the image do not succeed to load, users can at least notice what the image is. It does help in the rankings by means of connecting keywords with images. It even recognize the worth of alt text when it comes to images.

It is likewise visible in the cached text version of the page which is advantageous to users and search engines. Alt text likewise can be an anchor text of an inside link if the image connects to a dissimilar page on the website.

  1. Add a Structure

Google upgraded its Image Guidelines in 2018. One significant upgrades that they uncovered was the utilization of the file path as well as the file name to grade the images.

For instance, if you are in clothing brand with a wide range of products, just don’t put the product images in one generic folder, have a subfolder to specify the categories such as dresses, jackets, or shirts.

  1. The Images Should Be Mobile-Friendly

The question is, how do you optimize your images for the mobile first index? Develop a flexible images. In other words, the image will scale whatever the size of the site and whatever device they are, whether mobile or desktop. It adapts to the scale of the device.

  1. Put Extra Images to Your Sitemap

Either you are adding to your sitemap or coming up with a sitemap for images, you sure would want the images anywhere in your sitemaps. This will surely give you a higher chances of the search engines crawler to index whatever images you have. This will drive a lot of site traffic. If you are already utilizing WordPress, check out Yoast SEO for any of your sitemap needs. More on: What You Need to Know About Creating a Sitemap

Scottsdale Web Design – 4 Image SEO Tips to Apply Right Now (Part 1)

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You probably used stock photographs on your site. What you don’t know is that images slow down the website speed.

Also, search engines can’t recognize your images if you do not utilize alt text.

Almost everyone in the field is aware that making the most of your images for your site has its perks. There are those who ranked no. 1 in search engine just because they made the most of their image. Another guy just added image alt texts and compressed the images, it totally worked!

assorted photos on beige wooden table

If you do not optimize your images you lose an important precious advantage generating a great user journey, more ranking changes, and quicker page load time. Therefore, optimization plays a vital role in SEO.

So, what elements are vital to make sure your images are accessible? To help you, I will usher you along the some of the image SEO suggestions you oughta learn.

  1. Select the Correct Format of the Image

Prior to putting more images in your website, choose the finest file type. There are many selections, but the most used are JPEG and PNG.

  • PNG may have superior image quality. However, it does have a bigger file size. It is good for your everyday use.
  • On the other hand, JPEG may lose out in the quality of the image, but you can always modify the degree of quality to get the perfect balance.  JPEG is ideal for larger, greater visual images done by a professional photographer.

  1. Compress Images

You may have not compressed your images well, and this unnecessarily inflates your website.

Search engines might see it like a huge drum of fat so are you seriously considering to do that? HTTP Archive tells us that at least 21% of the overall webpage’s weight comes from images. Utilize a WordPress plugin called TinyPNG. Well, there is another WordPress plugin you can use, which is WP Smush.

These two programs will lessen the file size of the image without diminishing the quality. If you want to know the impact of your images in terms of your page speed, go check out PageSpeed Insights tool.

  1. Develop Different Images

Of course, you want your images to improve your overall website feel… AND this will never happen if you use those stock photos that others are using as well. Hence, you will look as generic as any other website because of that. You might argue that optimizing the stock photos will make it better, but that is not so.

An original image with such great quality will always be the best choice. This will likewise give the user a good experience and because of that!.

  1. Watch out of the Copyright Claims

Be careful of using image files. You have to be certain that there will never be a copyright conflict. One of the many companies was Skechers; Richard Reinsdorf sued the company for ignoring license terms.

According to the Digital Millennium Copyright Act (DMCA), you will receive a notice once you have infringed any copyright issues. If anyone finds out that you used their content in your site, a DMCA Take down shall be given to you in which case, you have to conform. Know that Google Images permits people to screen results using the ones accessible for reuse.

 

Next? 4 Image SEO Tips to Apply Right Now (Part 2)

Scottsdale Web Design – 6 Adverse Consequences of Keyword Cannibalizaton on Your SEO

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One general misconception of many people is the more pages you have aiming a certain keyword, the more chances you have in ranking well. But it is a misconception that remains a misconception because the truth is, that approach will not help you. In fact, it instead will damage your SEO. The truth is, you are your own rival.

As a result, every page will have decrease CTR, decreased authority, and much reduced conversion rates. This blunder is called keyword cannibalization.

pizza cut into slices

Keyword cannibalization is called that way because you are actually reducing your results and dividing your links, content, CTR, and even your conversion rate; your pages pitting with each other and see which of your pages corresponds better to the keywords.

6 Adverse Consequences of Keyword Cannibalizaton 

Unfortunately, keyword cannibalization brings more catastrophic misfortune to your SEO. The thing is, numerous people do not know. They would feel good that their page is ranking pretty good. The realistic implications are crystal clear. There will surely be inquiries directing to the wrong page, loss of site traffic, unstable ranking in SERP, and finally, loss of sales will follow. You may wonder why so, here is a list of the reasons:

  1. You are reducing the Authority of the Page

As mentioned earlier, having more authoritative pages will divide your CTR to various mildly pertinent pages. In the end, you have turned your pages against each other competing for page views and ranks in SERP.

  1. You are Actually Reducing Your Anchor Text and Links

Backlinks that should be in just one merged data are now divided into two pages. In the same way, your internal links and anchor text are directing your audience to numerous various pages instead of just one authoritative page on the topic.

  1. Chances are Google with Depreciate the More Pertinent Page

Keyword is the key to assist Google to know the topic of your pages.  If you use the same keywords then Google will try to figure out which of the pages are the most appropriate. So, if your content is so like each other, Google might make a mistake and rank down an authoritative page. More on: 3 Tips to Follow for You to Gain Google’s Favor

  1. You are Wasting Your Crawl Resources

Crawl resources means the many times that a search engine spider crawls and examine your site at any one time. Should you have many pages having the same keyword, crawling and indexing of pages will be done but not needed. Perhaps in small crawl resources it is not noticeable but with larger websites the difference are obvious. More on: 8 Things to Check When Evaluating Crawl Hygiene

  1. It is an Indication of Unsatisfactory Page Quality

A lot of pages aiming for the same keyword only indicates to your audience that your content was possibly unbearably expanded. This is a clear sign to Google that your content might not correspond with your keywords on every page.

  1. Conversion Rate Will Negatively be Affected

Unavoidably, one of your pages will have good conversion compared to the other pages. Therefore, rather than leading new people to that page thus, recognizing it as the best authoritative page, you will be missing on possible leads when they end up on less pertinent pages.