Archiv für den Monat: Juli 2019

Eins Zwei Drei Baukunstarchiv

Mehr Bilder…

Im November 2018 öffnet das Baukunstarchiv NRW seine Tore. Somit wird die Sammlung bedeutender Baukunst der Nachkriegsjahre der Öffentlichkeit zugänglich. Begleitet wird die Eröffnung durch eine erste Ausstellung, in der 80 Werke exemplarisch vorgestellt werden. Der, zu der Ausstellung »Eins Zwei Drei Baukunstarchiv“ entstandene Katalog, erzählt von der langen Geschichte des Hauses, das die Baukunst der Nachkriegsjahre widerspiegelt. Aber auch von den Zukunftsvisionen der Gründer und ihren Wünschen für die Zukunft des Hauses. Die Schrägen des Grundrisses sind nicht nur die Ideengeber für das Logo. Die dynamische Linie wird im Katalog durch kursive Überschriften und Linien, sowie eine schräge Klappe auf dem Cover, aufgegriffen. Ein Buch zum stöbern, querlesen und sich verlieren.

Judith Anna Rüther

Verlag Kettler

Wolfgang Sonne
Regina Wittmann


The power of page speed: Practical tips and tools to speed up your site

As regular users of the Internet, we all want what we’re searching for to appear instantly. Therefore, in 2010, Google released the PageRank algorithm, which made website and page speed a high ranking factor for crawlers to assess and rank in search engine results pages.

53% of mobile site visits leave a page that takes longer than three seconds to load.

Throughout the digital years, a distinct correlation has become evident between page speed and visitor retention and bounce rate. And with visitor retention becoming increasingly important in terms of meeting revenue goals and other annual targets, page speed is one of the most vital focus areas for customer experience today.

Performing page speed tests should be a high priority (if it isn’t already) for your website. Looking at it from Google’s perspective, if your pages take an age to load, the search engine is not able to crawl as many pages, which results in Google using its crawl budget ineffectively, potentially negatively impacting your site’s organic performance.

The many benefits of boosting page speed

The benefits of improving your site’s page load speed are myriad and fall into three key areas.

1. Improved user experience

  • Google reported that just a one-second delay in load time will decrease visitors‘ satisfaction by 16%, and 79% of those users will not buy your product or service if they aren’t satisfied by your overall website performance.
  • Many users nowadays will abandon a website if it performs poorly, particularly if a page takes a substantial amount of time to load. By having quick loading pages, you can resonate more with users by leaving them free to navigate and explore your site’s content.

2. Better overall marketing performance

  • Whether your goal is to improve your overall conversion rate for a “consideration” page or to reduce your bounce rate on a particular page to below 30%, there is plenty of evidence to suggest that a speedy website greatly contributes towards achieving these goals.
  • In the UK, studies have shown that 67% of online shoppers will abandon their shopping basket on a slow website. However, if you improve a page’s load time by just one second, this can result in an uplift in the conversion rate of between 10 – 20%.
  • If you’re aiming to achieve higher website traffic to a certain page, such as your “best sellers” or possibly a new blog post you’ve just published, page speed is one of the many factors you should take into consideration when trying to achieve this type of goal. Google studies have in fact shown that by having a delay of half a second can cause a 20% loss in traffic.

3. Enhanced SERP positioning

  • Back to Google’s PageRank algorithm update – as mentioned this took into account page loading time and overall website speed, amongst other measures such as page views, so a focus on page speed is vital if you want to rank in the SERPs.
  • What’s more, if your web pages load quickly, Google crawlers are able to search through your website at a faster rate. This means that more individual pages stand a chance at ranking in a SERP.

Eight steps to speed up your site

Page speed can be improved through a variety of different methods that will allow you to quickly see the true potential of your business‘ website.

1. Compress files

For compressing files, a highly recommended tool to use is Gzip. Gzip allows you to reduce the size of HTML or CSS files among others, reducing overall HTTP response time. However, do not use Gzip on image files, as this may affect image quality.

2. Reduce redirects

Having a lot of redirects on your site results in more HTTP requests, which can translate into a reduction in page speed. Additionally, don’t neglect to fix broken links which can massively impact the user experience.

3. Remove render-blocking JavaScript

In terms of your website structure, try to refrain from the use of render-blocking JavaScript, including external scripts which are fetched before they can be executed. When scripts are inputted for rendering page content, they can be used to avoid extra network requests.

For faster page speed, the content needs to be smaller in terms of quantity and must execute at a fast rate to deliver a good performance. Also, if certain scripts are not critical to render straight away, they should be made to be asynchronous or deferred until the first render has completed.

4. Leverage browser caching

Each time a user visits a website, it collects a cache which involves information about the stylesheets, images, JavaScript and more. This is so when a visitor visits this website again, it doesn’t have to reload the entire page.

This benefits page speed, as this saves on time spent sending multiple HTTP requests to the server. An additional benefit is the reduction of bandwidth and therefore the overall cost of hosting your site.

5. Improve server response time

When reviewing your server response time, many factors can affect its rate, including everything from the amount of traffic your website receives, to the type of software your server uses and the hosting solution you require.

As a ballpark figure, you should be aiming towards a time of under 200ms. This can be done by reviewing different performance metrics and looking out for things like slow routing, lack of memory or slow database requests.

6. Make the most of content distribution networks (CDNs)

One of the main benefits of using CDNs is that they consist of multiple networks, which each make a copy of the website. This is then stored into multiple geographical data centers that provide users with faster and more reliable access to your site.

7. Ensure all images are optimized

When importing images into your website, be sure to use the correct size and file format (PNGs for graphics which are less than 16 colors and JPEGs for photographs), as well as ensuring they are compressed for web purposes. The volume of images used across your website can also affect page load time.

If your website is image-heavy, one solution is to combine the images together into fewer output files by using CSS Sprites. This will reduce latency and result in improvements to your page speed because it reduces any possibility of a delay or the number of round trips produced.

8. Minimize wasted white spaces

If you have white space, line returns or even comment tags, HTML and text can accumulate and increase your page size by 10 – 20%, negatively impacting page load time. It’s therefore worth reviewing your pages and examining each line of code to make the suitable amendments required to maximize performance.

Reviewing success and continually improving

Once you’ve taken some of the measures outlined above, it’s important to keep a close eye on your website’s performance, in order to identify any areas that require further improvement. Here are just some of the tools at your disposal.

Pingdom Speed Test

Pingdom’s Website Speed Test provides reports that are categorized into four areas: Waterfall breakdown, performance grade, page analysis, and history. By having such a comprehensive breakdown of your website’s performance, this allows you to not only complete a simple speed check but also see a useful overview with additional metrics, such as size analysis, size per domain or what type of content has the most requests.

Furthermore, you are able to narrow down your results by content type, page size by domain, requests by content type and requests by domain – therefore, you are able to identify exactly which pages are performing best – and worst.

Google PageSpeed Insights

The PageSpeed Insights tool by Google provides you with page insights into how well your website is performing in terms of speed, with a grade given on a scale of 1 to 100. This completes a review on both desktop and mobile versions of your website, by completing a page speed test. Anything above 85 indicates that your website is performing well.

The insights measure your page in two parts: Time to above-the-fold content to load and time to full page load.


Another free tool, GTmetrix goes into great detail about both page speed and YSlow metrics by dividing reports into five sections: Page speed, YSlow, waterfall breakdown, video, and history.

The difference between this tool and other tools available like Google PageSpeed Insights is that you can test and compare your performance against different connection set-ups like cable or dial-up to see how it affects your page load time.

Optimizing page speed is crucial in today’s digital environment when users expect what they’re searching for to appear straight away. Therefore businesses of all sizes need to take advantage of the available SEO tools and tactics in order to adapt and compete with their peers on the search engine results pages.

Mae-Lei King is an SEO Account Executive at global digital agency Croud, based in their Shrewsbury office.

The post The power of page speed: Practical tips and tools to speed up your site appeared first on Search Engine Watch.


Five ways to target ads on Google that don’t involve keywords

Google is synonymous with search, but there are many different ad types available to Google advertisers that don’t require keyword targeting at all.

In fact, Google Ads can be a particularly powerful tool for marketers who want to test different digital ad types without the complexity of managing multiple publishers. While Google isn’t quite a one-stop-shop for all digital advertising, it comes close.

So, if you want to expand your digital advertising strategy beyond keyword targeting, but aren’t ready to venture beyond Google, here are some tactics you can test from within your Google Ads account.

Display ads

Google’s display network (GDN) is comprised of over two million websites and reaches 90% of global internet users. Display ads come in a variety of flavors, but for the purpose of categorization, when I refer to display ads, I mean banners and text ads (as opposed to video ads) which run on websites such as blogs, YouTube and within apps.

Display ad placement examples—source: Google Ads

Google’s display network is vast and gives advertisers a lot of options when it comes to ad formats. These include:

  • Animated and nonanimated image ads
  • AMP HTML (mobile-optimized) ads
  • HTML5 ads
  • Responsive image ads
  • Text ads
  • Video ads (I’ll address these separately)

You can find a complete list of ad specifications here.

Display ads can be targeted in a variety of ways including (but not limited to) keywords. However, keep in mind that keyword targeting on display isn’t the same as keyword targeting on search.

Display advertising is based on context, so ads don’t appear based on a user’s search query, but show up passively beside content that is contextually relevant to an advertiser’s specified keywords. That’s why it’s helpful to use targeting criteria that focus on topics, interests, and demographics (in addition to or instead of keywords).

using criteria targeting to target ads on Google without keywords
Image Source: Google Ads

Display ads can also be targeted by interest or affiliation targeting or by selecting specific websites (placements). Advertisers can select multiple targeting criteria to narrow down the volume of impressions and clicks or cherry-pick one or two types of targeting for broader reach campaigns more suitable for branding than response.

Example of topics available for Google Display targeting
Example of topics available for Google Display targeting—Image source: Google Ads

Google’s display network offers the same basic versatility as a third-party programmatic display vendor such as Adroll or Sitescout. Since there’s no minimum spend requirement, advertisers can experiment with ad formats, different targeting criteria, and creative while reaching a large audience.

Video ads

Video ads are shown on YouTube and the GDN. Advertisers can choose from a variety of different ad types and formats when promoting videos on YouTube. These include the display, overlay, skippable video, non-skippable video, and bumper ads.

YouTube advertising formats
Image Source: Google Ads

YouTube reaches an astounding one billion users and ads can be targeted in a variety of ways from within the Google Ads platform. These include broader targeting criteria such as basic demographics and more detailed demographics (For example college students, homeowners, and others).

YouTube also supports interest targeting, affinity audiences (people who have a strong interest in related topics), life events, remarketing audiences, placements/channels, topics, keywords, and devices.

While keywords-targeting is available on YouTube, it’s not essential. Adding keywords to your YouTube targeting can reduce the volume of impressions, so it’s a tactic that should be monitored closely as it can often hobble a campaign (in terms of reach).

Shopping ads

Shopping campaigns rely on merchant product feeds rather than keywords for targeting. They’re currently the only ad type that incorporates images on Google’s search results pages.

Retailers can showcase key aspects of a given product in a shopping ad including a product photo, title, price, store name, product review, and more.

Shopping ads rely on Merchant Center product data to display in the search results. They’re dynamic, in that Google will show the ads most relevant to a user’s query based on details in the merchant feed (rather than keywords the merchant bids on). The three types of shopping ads available include:

  • Product shopping ads—Created using the data in your merchant center feed. These ads appear at the top of Google’s search results or on the Shopping search results page on Google.
example of product shopping ads
Example of Product Shopping Ads—Image source: Google Ads
  • Local catalog ads—These ads use the feed data from local inventory ads on the GDN and drive traffic to local stores.
  • Showcase shopping ads—These shopping ads allow merchants to group related products together and view them side by side in the search results (see the example below).
Example of a showcase shopping ads
Example of a Showcase Shopping Ad—Image Source: Google Ads

Google Shopping campaigns are created within the Google Ads interface, but an important first step is for retailers to create a Google Merchant Center account then set up a product feed.

App promotion

Google has a specific campaign type for advertisers that want to promote app downloads and in-app purchases. App campaigns on use text assets from an app’s Google Play store listing, although some text is required to set up the ad.

App ads are eligible to run on Google Search, Google Play, YouTube, GDN, AdMob, and other publishers that host app ads. App ads feature an “Install” button that, when clicked, links to the store page for the given app.

Remarketing and audience targeting (Personalized advertising)

Remarketing and audience targeting aren’t isolated to a specific campaign type but can be applied across most campaigns. Note that some categories such as gambling and healthcare are prohibited from using Google’s personalized advertising features. Personalized advertising is worth mentioning as a separate targeting criterion (above and beyond keyword targeting) because it’s a powerful way for advertisers to connect with interested prospects.

Remarketing, in its simplest form, is a way to show ads on external websites or apps to people who have visited your website in the past. Advanced remarketing is more dynamic and personalized. It enables advertisers to show specific products or services in ads based on what users viewed on their website. Video remarketing shows ads on Google and the GDN to people who have interacted with videos on an advertiser’s YouTube channel.

Google also allows advertisers to upload customer data (e.g., customer list remarketing) taken from their internal customer contact information. These ads will only show when the user is logged into their Google account and can be a very effective way to reach interested consumers.

Audience targeting is a form of personalized advertising that allows advertisers to create audience lists that serve custom ads. Audience lists are set up in Google Ads as remarketing lists and assigned at the campaign level. Advertisers can also expand their reach with affinity targeting, which targets display, search, or video ads based on user interests, habits or intent (for example, what they’re actively searching for).

Details on different audience list types and setup information can be found here.

The post Five ways to target ads on Google that don’t involve keywords appeared first on Search Engine Watch.