Search Results for: seo analysis

This is Lindsay, my force of a human

I wanted to write a bit about my partner Lindsay Aranoff and why I’m so grateful we found each other. I could talk about the stuff you could discover from the internet (inaugural Global Shaper with the World Economic Forum, curator of a TEDxKids event in Canada, co-founder of a company with the CTO of Amazon), but you could find all that out yourself.

Lindsay looks for the chance to fight for the underdog and people that have less power. Sometimes that’s working to bring mobile medical care to people that don’t have it. Sometimes it’s reminding car drivers not to cut off bikers. Sometimes it’s standing up for a clerk when a customer is yelling at them. Sometimes it’s fostering dogs. A lot of the time, it’s working to make sure that everyone has access to basic human rights. 

We make a good team. Lindsay is a woman of action; I’m more of a man of planning. When I sometimes fall victim to analysis paralysis–what should we eat tonight or do this weekend?–Lindsay often just takes a leap to try something and see if it works. On the other hand, if there’s some administrative paperwork that needs to happen, that’s my time to shine. We fit together so well that early on, I said it was like the universe created us for each other. It still feels like that.

We especially love getting out into nature and hiking together. Lindsay introduced me to the Adirondack High Peaks, and I introduced her to my favorite rock in the hills of Eastern Kentucky. Getting out into nature helps us both stay grounded and we savor the ability to get into green tree tunnels. It’s fun to walk down mountain trails while we talk about what schools should really teach people besides just reading or math. Education needs an overhaul, and we talked through all the courses we would want in a curriculum–and how experiential learning would be better. What real-world life skills do you wish *you* had a chance to learn earlier?

In an emergency, Lindsay is the person you want in your corner. When a dog we were fostering had an allergic reaction, she carried it out into the street barefoot, flagged down a car (during a pandemic), and got the dog to a vet in minutes. Another time we got a flat tire at dusk in the rain on the New Jersey Turnpike. By the time I’d figured out how to get the spare tire out of the back, Lindsay had help on the way and had already scheduled an appointment to replace the tire for the next morning. 

Lindsay has also helped me recognize the dynamics of power and how to be a better, more intentional person. She regularly reminds me that the way the world works for me is not the way it works for most people, and how the world needs to work better for everyone. Where my communication is often too soft, Lindsay will speak frankly. We operate so differently, yet it’s fascinating how we invite each other to grow.

Lindsay is Canadian and this week we’re heading to Toronto, Canada with our dog Rojo. Lindsay moved to Washington, DC and supported me during a stressful job while building her own company, designing the entire interior of our rowhouse, and acclimatizing to a new city. This was during a pandemic that made our arrangement last a year longer than we expected due to COVID. All of that is code for: she’s a fierce lady that I hope some of you get to meet.

Now I’m excited to spend time with some of Lindsay’s friends, family, and favorite dogs in Toronto. I’m still decompressing after leaving my job, but please reach out if you’re in the Toronto area. We would welcome a dog walk with friends at Cherry Beach.

Google incorporating site speed in search rankings

(I’m in the middle of traveling, but I know that a lot of people will be interested in the news that Google is incorporating site speed as one of the over 200 signals that we use in determining search rankings. I wanted to jot down some quick thoughts.)

The main thing I want to get across is: don’t panic. We mentioned site speed as early as last year, and you can watch this video from February where I pointed out that we still put much more weight on factors like relevance, topicality, reputation, value-add, etc. — all the factors that you probably think about all the time. Compared to those signals, site speed will carry much less weight.

In fact, if you read the official blog post, you’ll notice that the current implementation mentions that fewer than 1% of search queries will change as a result of incorporating site speed into our ranking. That means that even fewer search results are affected, since the average search query is returning 10 or so search results on each page. So please don’t worry that the effect of this change will be huge. In fact, I believe the official blog post mentioned that “We launched this change a few weeks back after rigorous testing.” The fact that not too many people noticed the change is another reason not to stress out disproportionately over this change.

There are lots of tools to help you identify ways to improve the speed of your site. The official blog post gives lots of links, and some of the links lead to even more tools. But just to highlight a few, Google’s webmaster console provides information very close to the information that we’re actually using in our ranking. In addition, various free-to-use tools offer things like in-depth analysis of individual pages. Google also provides an entire speed-related mini-site with tons of resources and videos about speeding up websites.

I want to pre-debunk another misconception, which is that this change will somehow help “big sites” who can affect to pay more for hosting. In my experience, small sites can often react and respond faster than large companies to changes on the web. Often even a little bit of work can make big differences for site speed. So I think the average smaller web site can really benefit from this change, because a smaller website can often implement the best practices that speed up a site more easily than a larger organization that might move slower or be hindered by bureaucracy.

Also take a step back for a minute and consider the intent of this change: a faster web is great for everyone, but especially for users. Lots of websites have demonstrated that speeding up the user experience results in more usage. So speeding up your website isn’t just something that can affect your search rankings–it’s a fantastic idea for your users.

I know this change will be popular with some people and unpopular with others. Let me reiterate a point to the search engine optimizers (SEOs) out there: SEO is a field that changes over time, and the most successful SEOs embrace change and turn it into an opportunity. SEOs in 1999 didn’t think about social media, but there’s clearly a lot of interesting things going on in that space in 2010. I would love if SEOs dive into improving website speed, because (unlike a few facets of SEO) decreasing the latency of a website is something that is easily measurable and controllable. A #1 ranking might not always be achievable, but most websites can be made noticeably faster, which can improve ROI and conversion rates. In that sense, this change represents an opportunity for SEOs and developers who can help other websites improve their speediness.

I know that there will be a lot of discussion about this change, and some people won’t like it. But I’m glad that Google is making this step, both for the sake of transparency (letting webmasters know more about how to do better in Google) and because I think this change will make the web better. My takeaway messages would be three-fold: first, this is actually a relatively small-impact change, so you don’t need to panic. Second, speeding up your website is a great thing to do in general. Visitors to your site will be happier (and might convert more or use your site more), and a faster web will be better for all. Third, this change highlights that there are very constructive things that can directly improve your website’s user experience. Instead of wasting time on keyword meta tags, you can focus on some very easy, straightforward, small steps that can really improve how users perceive your site.

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