Timothy Carter

A comprehensive, perfect SEO report summarizes important data, gives insights on the noticeable fluctuations, and provides valuable suggestions. Additionally, it educates a client on the work you have done as an SEO consultant and why you chose specific methods. On the other hand, a bad SEO report is laden with useless data, providing no insight to the client. While many SEO reports vary depending on your work and how you create it, you can read ahead to look at our take on what a good SEO report should entail. Client SEO Reports It is essential to gauge a website’s performance in search engines. SEO reports provide insights into performance in search engines, focusing on keyword rankings, organic traffic, and domain metrics. Additionally, they include the works of in-house, freelancer or SEO agencies. Planning and effectively carrying out the work are essential components of good SEO reports. These SEO reports analyze the combination of work and planning to gauge their effect because, without your SEO reporting analysis, you can’t figure out if it’s working or not. However, an SEO report is mainly for your client to understand what you are doing and to monitor the key performance indicators (KPI) to evaluate performance. The SEO report is the only source of information to see the effects of the work you do. An SEO report needs to be easily understandable for your clients to know they are not wasting their money on your work. There are three essential aspects that a good SEO report should show: SEO Insights Quality SEO reports highlight any knowledge you can provide regarding your client’s work, especially identifying issues and areas that need improvement in the coming months. SEO Campaign Progress Reports As important as it is to show your client why they hired you, it is equally necessary to show your progress. For instance, SEO reports should show the growth their site has undergone in a month with your SEO efforts and the improvements you have made since the last one. Recommendations Proper SEO reporting includes any recommendations you can give to the client that can help them reach their goals. Your client pays you to see improvement on their site performance, so they need to understand the methods you employ for their site and track its progress. Every client needs evidence that your SEO techniques and efforts bring in a positive ROI for the company. An Ideal SEO Report For Clients While every client is different with varying preferences of what they want to see in an SEO report, there are some ideal things that every client is interested in and which should absolutely be included in their SEO report: Backlink Health: What types of backlinks point at the client’s site? Are there broken links that have surfaced that need to be fixed? SEO Health: A rundown of all the technical issues that can impact SEO visibility Sales: Show the clients how SEO techniques have helped gain tangible ROI, essential for their business Organic Traffic Progress: Show the effects of organic traffic on the site performance and the pages that drive the most traffic Ranking Progress: Indicate any changes in keyword rankings and track all potential drop-offs in search engine results pages An SEO report isn’t meant to display data that doesn’t provide value. Since this SEO report is for your clients to understand your SEO efforts through their site’s performance, it has to make sense to them. If you think you can outsmart your client with a SEO report filled with complex numbers and graphs that they can’t understand, they’ll probably cancel the service and fire your SEO agency. The clients pay you to drive their business by identifying trends and understanding the correlation between SEO reporting metrics. You need to provide an informative yet precise report for them to know they are not wasting their money, keeping them from leaving. Why Presentation Matters in SEO Reporting You might think that you want all the information possible in the SEO report and that you can just explain it to the client when they ask, but consider the fact that clients are seeking the most value possible for their time. This means they don’t want to feel like they’re in SEO 101 at every update meeting. They want to feel immediately that the SEO agency they have hired is trustworthy and providing value. They will likely be looking at how you work, even if they don’t understand it. So if you want to appear as trustworthy as possible, you want to present the data and SEO metrics in the client SEO report that your client values and explain how you acquired them, without making the process more difficult than necessary. You can start by identifying what the most important metrics for SEO agencies to report are. This is not all you will need to include in your SEO report, nor will every client want to know all of these metrics, but this gives you a baseline of what’s really important and what’s more akin to filler. Before you start asking the tough questions and taking stock of what your client actually wants, you can simplify your work by cutting out what you know is unnecessary. Like we said at the beginning, the clients aren’t SEO experts, but more importantly, they are expected to communicate your SEO report to other people within their business. If they can’t easily identify the information they need, how are they going to disseminate it properly? Next we will discuss client success and what SEO metrics they may expect to see and how to include them in SEO reporting. An SEO Report the Client Wants to See Rather than including every positive metric in your initial SEO report you can, or just assuming what the client will want to know about their performance values, it’s better to take the direct approach and find out directly from the client. As you’re bringing them into the company, find out what they expect to

TikTok is an app that has taken over the world in a relatively short time. It was released in September of 2018 and by January 2019 it had been downloaded more than 10 million times. The app features music, videos, and short clips from all around the world, but you can also use TikTok to start your own channel and share your content with users who want nothing more than to watch other people’s lives unfold on their screens. Depending on your target audience, TikTok is a great marketing channel. Since it’s relatively new, many people don’t know how to promote their businesses on the platform. This guide will teach you everything you need to know about the most effective TikTok marketing strategies. What is TikTok? TikTok is an app that was released more than three years ago. Since then, it has been downloaded by millions. The app features music, videos, and short clips from all around the world but you can also use TikTok to start your own channel and share your user generated content with users who want nothing more than to watch other people’s lives unfold on their screens. How Does TikTok Work? There are two ways to use TikTok. You can either upload your own user generated content or watch other people’s TikTok videos and music clips. The app is used primarily for posting short, looping video snippets of life on the go – whether it be a selfie in front of the Taj Mahal or all five minutes (or more!) that went into creating your latest masterpiece baking project. This includes listening to other people’s favorite songs from around the globe. For this reason, it has been called “Snapchat meets YouTube” because you don’t need a lot of time to create something fun and shareable; just tap a record. Who is the Target Audience of TikTok? If you are targeting a younger audience, TikTok is the perfect marketing channel. Since it’s relatively new and many people don’t know how to promote their businesses on the platform, this guide will teach you everything about TikTok for business use. You can reach your target customer through your own account or third-party accounts with followers in common that they follow back when they see your post. Reaching international audiences without spending money on translations or subtitles. Tik Tok has more daily average users than Twitter (600 million DAU). Why Did TikTok Become So Popular? The popularity of TikTok may be because it’s relatively new and many people don’t know how to promote their businesses on this platform yet so there are opportunities for marketing success. With this type of popularity, there is an opportunity to promote your products and services on the platform. How Can Companies Utilize a TikTok Marketing Strategy to Boost Their Brand Awareness? The best way to use TikTok as a marketing tool is by setting up a business account and connecting your other social media accounts (such as Facebook, Instagram) so you can share posts across platforms. This will increase the reach of all of your social media profiles. It’s also worth mentioning that there are many third-party apps that have been developed specifically for TikTok usage in regards to advertising such as Bambuser – an app with tools that help users create their own branded content on the platform. Benefits of Using TikTok for Marketing It’s important to remember that TikTok is a visual social media platform. This means it has the potential to be more persuasive for audiences than other platforms and there are many reasons why marketers should implement a TikTok marketing strategy in their overall digital marketing campaigns: Ease of Use: TikTok makes it easy for anyone to create, upload, edit and share content with just a few taps on your smartphone. It offers flexibility not found on all other social networks like Facebook or Instagram where you need either high-quality images or video footage before being able to post. If you’re looking for an easy way to promote your brand then TikTok is perfect because you don’t have anything fancy needed until after the fact when editing so uploading will take no time at all. Youth Movement: Tik Tok has a massive following with the majority of users being under 25 years old. This is perfect for brands that are looking to target a younger audience and sales can increase exponentially when marketing on TikTok due to this demographic’s increased spending power. No Competition: With less competition, it’s easier for you to be seen by your target market which means more exposure too! Fewer people than ever have found their way onto TikTok yet so this gives an opportunity for marketers who want to show off what they offer without having any competitors in sight. Drawbacks of Using TikTok for Marketing TikTok isn’t for everyone. Depending on your target audience and goals, you may be better off using Facebook or Instagram. Here are some more drawbacks to consider before making a decision to create a TikTok account. Very Young Target Audience: If you want to target the older crowd, TikTok may not be for you. If your goal is to reach more mature demographics who are on Facebook or Instagram then this platform will leave them untouched. Limited Functionality: This user-friendly interface also makes it easy for people to create quick videos which can lead to less interesting content being shared as opposed to other social media platforms where there’s more creativity in regards to video length and types of posts allowed. Not Proven as a Major Advertising Platform: TikTok is still new, so it’s not a tried and true way to advertise yet. You may have better luck on Facebook or Instagram if you’re looking to engage with your brand loyalists but this app has the potential for advertising success as well due to its young user-base. Effective TikTok Marketing Strategies Have you decided to start using TikTok to promote your business? If so, we’ve compiled a

Search engine optimization (SEO) is one of the best white label SEO services a digital marketing agency can offer their clients, but there are a few caveats that make it difficult to execute. It’s a technically complex strategy, so if you don’t have the right SEO experts on your team, you might struggle to get results. It’s time-intensive and hard to scale, so it’s almost impossible to control your costs as you attract new clients. And if you run into issues while providing SEO services, you’ll have no one to lean on for troubleshooting. White label SEO reseller programs exist to help you work on your business, rather than working in your business, allowing you to scale your SEO business faster. But how exactly do you sell SEO services packaged as your own, all without getting bogged down in the minutiae of operations? Let’s dive in. What Is an SEO Reseller Program? Let’s start with the basics. Reselling SEO services. What is an SEO reseller program and how do you resell SEO? An SEO reseller program involves two parties: an SEO reseller and an SEO agency providing SEO services. In this relationship, the SEO reseller attracts new clients interested in digital marketing and SEO services like link building or technical on page SEO. The SEO reseller contracts with the white label SEO agency partners, usually paying a wholesale rate for SEO services, and the SEO agency provides SEO services to increase the search rankings, visibility, and traffic of those end clients. Typically, the SEO reseller appears as the provider of SEO services; depending on the relationship, the end client may never come in contact with the SEO agency, and may never know of its existence. The SEO reseller will also typically mark up the cost of SEO white label services, resulting in a profit. Some SEO resellers act as a kind of sales extension of the SEO agency, selling their services and acting as an account manager. Other resellers offer a suite of marketing services to a set of their own clients, and use the SEO agency as a way to complement or enhance their own offerings. Because the range of SEO company reseller services is so diverse, and because it’s possible to use an SEO reseller program for so many different goals, there’s almost no limit to what you can do with it. In this guide, we’ll discuss some of the types of SEO reseller services you might encounter, and how to best use one for your own SEO company. What Is White Label SEO? When talking about an SEO reseller services program, you might hear about “white label SEO.” This works like other white label services, but in case you aren’t familiar, we’ll explain the concept here. White label involves one company offering services that another company can rebrand as their own. With printed or physical products, there may be a literal “white label” that can be customized or replaced with someone else’s branding. In the context of a white label SEO reseller program, the term is more figurative. You resell SEO services, not physical products. Your white label SEO agency may provide you with materials like keyword research, link building, onsite SEO audits, SEO reseller packages and monthly SEO reports on ranking progress; you can be reselling SEO services and then brand these and send them to your clients as if they were your own. Depending on your relationship, you may also be able to put your clients in contact with an account manager who appears to be part of your own company. In a white label agreement, your white label SEO reseller agency will likely offer some kind of private label non-compete agreement as well; they won’t be able to reach out to your clients without your permission. That is white label SEO. Types of SEO Reseller Programs Within the realm of white label SEO reseller programs, there are many types of SEO reseller services that could be included. For example, you could be reselling an SEO service and/or private label SEO services like: SEO audits. If you’re just getting started with a new client, one of the most important services to provide is an SEO audit. This report will likely examine a variety of different website design features and offsite elements that are relevant to on-site SEO and technical SEO. For example, does this client have their page titles and descriptions optimized for search engines? How much onsite content do they have? What is their current domain authority? A proper SEO audit will explain your current starting point and provide direction on what to do next. Keyword research. SEO resellers can also make use of an essential SEO service like keyword research. As you’re likely aware, much of your clients’ SEO success will depend on which keywords and phrases they’re targeting. But how will you know what to target? A comprehensive keyword research report will introduce you to the high-traffic, low-competition phrases your client needs to succeed—and they may be used to direct the entire campaign. Onsite content. No SEO campaign can succeed without onsite content. It provides the foundation for onsite authority, helps you optimize for specific keywords and phrases, and can be used as linkable assets in your future link building. Additionally, if you employ the help of an SEO agency when developing onsite content and link building, you’ll have a consistent brand voice if you also use them for offsite content. Onsite optimization. Being a SEO service provider, content isn’t the only onsite factor you’ll need to consider. You may also need the help of an SEO agency for things like mobile optimization, local SEO and other forms of SEO service like technical SEO. There’s a lot that can go wrong with technical SEO, so it’s especially helpful for technical SEO resellers to have access to an SEO expert who can help troubleshoot and redirect the campaign. Link building and offsite content. You can only rank higher if you have a

Link building is a double-edged sword.  Some backlinks help. And, because authority is measured logarithmically, some backlinks REALLY help. Unfortunately, some backlinks hurt. The worst backlinks can be very detrimental. Not all link building strategies are effective. It can be tough to tell whether the time and money you spend on link building services is truly paying off. When it comes to performing a complete audit or backlink profile analysis, most webmasters take a reactive vs. proactive approach. But monitoring your backlinks and referring domains with regular manual and software-based backlink audits is critical in today’s ever-changing world of search algorithm updates, particularly if you don’t want toxic links to harm your organic traffic from search engines. Here we outline the process for backlink profile analysis with regular backlink auditing. Let’s dive in. What Is a Backlink Audit Analysis? Depending on the nature of your site and how much effort you’ve put into building links, there are probably hundreds to thousands of links and various referring domains linking to the various pages of your site. Maybe you were referenced in a press release or noted as a sponsor for a charity event, or maybe you were featured in a series of offsite articles. The sum total of these backlinks, as they exist today, is your backlink profile (linkgraph or, simply, link profile). A backlink audit, then, is the art of studying and evaluating your (or your competitors’) link profile. There are many ways to use this in your favor; for example, you can use it to track how far your reach has grown over a period of time, including how many new publishers you’ve been featured on. You can use it to spot and correct mistakes. Perhaps most importantly, you can tie factors like the quantity or quality of links you’ve built to the results you’re seeing on your website. You can also use link profile audit & analysis as a means of competitive analysis. Instead of auditing your own backlink profile, you can look at the profiles of your closest competitors to examine differences between your approaches, or gain inspiration for new strategies. Backlink Audit Tools Before we get into specifics on what your link profile audit entails and what your linkgraph should look like, you should know how to view and analyze your profile itself. The depth of backlink data available in Google Search Console is limited (likely because Google wants to avoid incentivizing link schemes or simply just to maintain their control over proprietary data) You may keep track of the links and referring domains you’ve built manually, but this won’t tell you any information on referring domains you’ve naturally attracted, which are even more important. Two of the very best tools to use for analyzing your site’s backlinks include: Ahrefs and Moz’s Link Explorer. Google Search Console Both tools allow you to search for any domain and see a breakdown of: how that domain is performing, including an estimation of your domain authority (which can help you track the authority of your site over time) or domain rating (in the case of Ahrefs) the number of both referring domains and inbound links that are currently pointing to your site and the corresponding anchor text the number of different referring domains that have links pointing to your site the total number of internal links on your site and the anchor text used the number of keywords for which your site ranks mix of nofollow links versus dofollow links as websites link naturally using both how many links you’ve gained or lost over a specific period of time There are other tools available to audit and evaluate your link profile, but so long as they provide you with accurate information, the differences come down to UI, so your choice should be based on personal preferences. Every tool on the market has its pros and cons. We have found detrimental links through Moz that were invisible to Ahrefs backlink lookups, so having the complete picture with both tools is helpful. The Ideal Backlink Profile As an evaluative tool, your backlink profile’s main function is to help you measure how far you are from the ideal, and whether your efforts are being translated into measurable results. If you’re not seeing results, you can dig deeper into your link specifics to see which areas are lacking. Even if you’re seeing moderately good results, you can identify key areas for improvement, based on whether they adhere to “ideal” standards. So what are these “ideal” standards? You should be able to judge a backlink profile on the following dimensions, and reasonably determine whether it’s going to be effective in building your search engine rankings: Link quantity Anyone active in the link building or SEO community knows that there’s a danger in excessively linking to your site. If you build too many links or build them too quickly, it will look suspicious, and you could face a penalty. That said, link quantity does play a role in how your site’s trustworthiness is evaluated. Essentially, the more links (and especially the more referring domains) you have pointing to you, the more trustworthy it’s going to seem (so long as you meet a number of other important conditions, which we’ll cover momentarily). Accordingly, it’s good to keep a close eye on the number of backlinks in your profile. This will help you ensure that you’re executing on your goals, like if you have a target of publishing 10 new links a month from different referring domains, but will also help you notice and evaluate links that come to you naturally. Perhaps even more importantly, finding a deviation in your link numbers can clue you into a problem with your strategy, such as a publisher removing your links from publication. Link quantity also matters for your individual pages, since you’ll need to focus on both domain authority and page authority. For a general strategy, you’ll want to build links pointing to a variety of internal pages,

There is a direct correlation between blogging frequency and a website’s corresponding lead generation through organic traffic. How often you post on your blog matters, especially if you want to rank in search engines, improve your SEO or generate leads online. Consider the following statistics when considering how often you should blog: It’s rare to have a website that blogs too much. Chances are, your site could use more frequent blog posts, especially if your winning competitors are posting much more frequently than you. In fact, most websites should be publishing blogs more frequently. But what pace is a good pace for posting frequency? Is There an Ideal Blog Post Frequency? When it comes to blogging frequency, it’s important to strike a balance between consistency and quality. While posting daily can be overwhelming for both you and your audience, infrequent posting can make it difficult to maintain a consistent readership. The sweet spot for most bloggers is posting two to three times per week, with a focus on high-quality, informative content that provides value to your readers. Keep in mind that your blogging frequency may vary depending on your industry, niche, and audience. Experiment with different posting schedules to find what works best for you and your readers. In addition, you may also ask: How often should you blog for your target audience?  How often should you blog for your existing clients and subscribers?  How often should you blog for SEO?  The answer is: “it depends!” Do you run a small site that is just starting out? Do you run a larger site, but happen to work solo or as part of a very small team? If you don’t have a lot of resources to throw at the problem, you’ll do well to post at least once a week. Posting more often than that, while potentially beneficial, but can strain your resources. It comes back to the quality vs. quantity debate; according to Google, in this case, quality wins. Shoot for once or twice each week. Do you run a larger site with a large audience and a team of content creators? You’ll have no trouble meeting the requirements of posting once or twice each week. In these cases, you can post every other day, all five days of the week or all seven days of the week. Blogging every day is advised only for those: Have the resources and/or time to publish a daily blog post Don’t already have a trove of valuable content (likely produced from blogging every day in the past) Enjoy blogging regularly, making blogging every day an enjoyable experience Who have enough blog post ideas to feed the ever-present need for content marketing This is where your judgment comes into play. Perform a few months’ worth of tests; posting on Monday/Wednesday/Friday, posting five days each week and posting on weekends as well. How does your traffic compare from one level of blog post frequency to another? Some variation will come from the content of the posts, of course, but you have to take that into account. Blog Often, But Too Frequent Blogging Can Diminish ROI From our experience with posting thousands of blog posts with thousands of clients, we have found that there is a good max/min for blog posting frequency for SEO. We have found that posting two blog posts per week is a good medium amount for good results, especially for new(er) websites.  Blog posting once per day is a good maximum, as most websites begin to experience decreasing marginal returns after ~30 posts per month. And, without a good, disciplined content marketing strategy in place, a blogging and posting frequency that is unmonitored may actually create keyword cannibalization issues. Some sites, however, can benefit from a higher flow of content. These are the high-tier sites with huge audiences and large teams of content creators. Posting two, three or more times each day gives each author a chance to shine and can scale site traffic more rapidly. Some of these larger sites even split posts among several smaller client sites for added benefit. As a general rule of thumb, more blogging means more traffic, and no matter what your initial conversion goals are, more traffic means more potential customers. Many marketers have reported a 45 percent increase in traffic when the total number of blog posts on their website increased from 11-20 to 21-50. Lead generation also benefits from regular blogging activity. When the frequency of blog posts was increased from once to twice per week, the number of incoming leads almost doubled. The next big jump comes from blogging on a daily basis, which will basically double your traffic. The downside of daily blogging is that each post will remain at the top of your blog only for that day; blogging twice a week means each post will get twice the attention from being in that first position. The other problem with daily blogging is the burnout factor; the pressure to consistently produce at that rate usually results in a decline in the overall quality of your posts, which is the last thing you want to do. High quality content marketing is more important than how frequently you blog on your website. On average, blogging is one of the most cost-effective channels for generating leads, followed by social media, organic SEO, direct mail, telemarketing, paid search, and trade shows. Blogging frequency is also dependent on your audience, your site compared to competitors and the topic/industry. Startup websites with thin or light on-site content, you may need to blog much more frequently to play “catch-up” on your site. That might mean blogging as often as daily (or even several times a day) to get your content noticed and to catch up to competitors in your space. But remember, don’t ever create content just for the sake of content. That is never an advisable strategy. What’s the Lifespan of a Blog Post? The sensible way to start a discussion of how often you

Ranking as one of the top lawyers in local search results will often net you the highest return on investment of any marketing you do. In this article, we will detail how important local SEO for lawyers is. You will understand everything you need to optimize your website and business for local SEO. How Does Google Rank Top Lawyers in Local Search? Google measures authority in local searches by proximity, relevance, and authority. Google has to find a consistent way to rank one lawyer website over another, after all. These critical factors mean the following for local SEO: Relevance – is the content on your lawyer’s website relevant to the person doing the search? Proximity – is the business in the city that the person is looking for? Authority – is the overall site quality high, as measured by its site speed, content, and backlinks? Google uses many ranking factors to determine which sites rank higher than others. You will rise in the rankings with relevant content, well-written content, and site speed, but backlinks are also important if you want to rank for critical personal injury keywords. When other sites link back to your law firm website, it’s a vote of confidence in the eyes of the major search engines, including Google. If a healthcare facility or major news organization links to your legal website, that can put you higher in the search rankings over other lawyers. If you set your site up the right way and are an authoritative voice in your market, you’ll rank for critical legal keywords. The larger the geography, the tougher it can be to rank. That’s one of the reasons SEO for large mass tort or personal injury lawyer cases are more competitive and much more expensive. How To Improve Your Local Search SEO To get as much as possible out of local SEO for your law firm, you should focus on your Google My Business listing first. Google My Business or GMB is the most important tool where local companies can provide information about their goods and services so they are included in local Google maps and searches. A proper GMB listing should have your name, address, and phone number so the search engine can give them to people looking for a lawyer. Google utilizes the information in the Google My Business listing for the local pack  and Google Maps. As noted above, relevance, prominence and distance are key factors in how you rank in local search. There isn’t a lot you can change about how close your office is to the searcher. But you can do something about prominence and relevance. How To Become More Relevant In Google My Business A major part of local SEO for attorneys is you must provide content that is as relevant as possible to what the person is looking for. If you focus on car accident cases, you should make sure the GMB listing title has something about ‘car accident lawyer.’ Also, you should have information about reviews and your website. The listing also should have your phone number, address, and detailed descriptions of your services. Keep in mind that what others say about your legal services on Google Reviews can affect relevance when someone searches for an attorney. Good reviews will give you better search results for local SEO. How To Become More Prominent In Google My Business Make sure you have as many positive legal reviews as possible. Also, make sure the Google Reviews are relevant for your articles and directories. Leveraging Google Reviews as much as possible will push you to the top of Google’s local lawyer results. Get More Google Reviews Having a lot of good reviews is a major factor in whether people will find your legal site or not. When you have more Google Reviews, you will be more prominent and have a higher ranking. Google Reviews have even more importance – after all, they are one of the critical things that searchers look for. When you see 50 people giving an attorney four or five-star reviews, that can be a huge reason they call you over someone else. But what should you do to get more reviews? There isn’t a one-size-fits-all answer to that question. Generally, you and your team must focus on providing the best possible legal service in your city. After you successfully conclude a case, have the client give you a positive review. Most people who win a car accident lawsuit or sizable settlement will be happy to help you. If you regularly see clients in your office, give them small cards that request Google Reviews. Of course, you could get a negative review from time to time; you can’t please everyone. If you focus on providing great legal services and communication, you won’t have this problem often. Any time you receive a Google Review – good or bad – respond to it within one business day or sooner. Having an occasional negative review is ok, but how you respond will determine if the review will damage your ranking. How To Increase Engagement With Social Media Social media will not boost your search rankings alone. But having a regular presence on Twitter, Facebook, Instagram, and others will boost awareness and support better local SEO for lawyers. When more people know about your law firm on social media, you can enhance your prominence in your local Google rankings. Many lawyers don’t know you can add legal blog posts to your Google My Business listing, too, so your local area stays engaged with you. If you share posts, this also will help your law firm show in more searches. Remember To Improve Your Website The content of your legal website also is critical to your local SEO results. A website with a lot of timely and accurate information about legal issues and specific pages with local content will improve your local ranking. It’s also important to optimize your legal website to ensure the site is easy to