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Google tells you where to place your content

Everyone knows that you must place the most important content at the top of the page, right? Everyone knows that you should write like newspaper reporter. Put the most important stuff in the headline, don’t bury the lead, blah, blah, blah. And especially–don’t put important stuff “below the fold.” Below the fold once meant that you keep the good stuff on the upper half of a broadsheet newspaper page, but on the Web it has come to mean that you put the best content at the top of the screen so that people don’t need to scroll down to see it. And I knew all of that. At least I thought I did.

Newspaper broadsheet referring to the Whitecha...
Image via Wikipedia

My friend Robin DeCato-McCarthy from Converseon alerted me to a new tool from Google that brings this home with shocking immediacy. If you haven’t seen it, check out the Google browser size tool.  It’s such a simple but important idea–put any URL in and it will show you what percentage of browsers see what parts of your screen. Here is what it showed for the Biznology home page:

Google browser size tool

 

The page looks OK (if anyone wants to help the design-challenged with a GOOD home page, please volunteer), but what I forgot is that it isn’t just that you need to keep things at the top, but also (duh) to the left. Now, I knew this, I swear. But I wasn’t really thinking about it and doing anything about it. That’s the point.

By seeing it on the screen, it really changes the way you think. And seeing the actual percentages of how many people you are leaving out really makes it hit home. So why does a supposed expert like me need this kick in the rear to actually think through what i allegedly already know?

I think that it happens to all of us. We know what our sites look like. We look at them every blessed day, right? But guess what? We look at them on our own screens. And, drum roll please, do you think that your screen might be a touch larger and better than the average visitor looking at your site?

If you own a Web site that you care enough about to read this article, that already puts you in the upper 10% of the tech-obsessed, whether you think of yourself that way or not. You are more likely to have a big monitor. You are more likely to have a second monitor. You are more likely to assume that everyone sees what you do.

And there is another problem. If some of your visitors are using cell phones to look at our site, you might not know what they see. Because even though you did look at your site once with your own cell phone to make sure it was OK, you probably don’t actually use your site on your cell phone. (And, honestly, do you have a better cell phone than a lot of your visitors, for all the same reasons you have a better computer monitor?)

Some of you might say, “C’mon, anyone with a screen that small will just scroll, right?” Well, no. Sure some of them will scroll, but some of them won’t. And are you OK with losing the ones who won’t? Just check pout the percentages on the screen shot above. Are you OK with losing even 2% of them just because your BUY button doesn’t show up on their screens?

Sometimes the simplest stuff has a big impact. Try out a few key pages from your site in the Google browser size tool and see what you think.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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  1. […] Google tells you where to place your contentImage via Wikipedia. Everyone knows that you must place the most important content at the top of the page, right? Everyone knows that you should write like newspaper reporter. Put the most important stuff in the headline, don’t bury the lead, blah, blah, blah. And especially–don’t put important stuff “below the fold.” MORE >> […]

  2. Avatar S. Rian Ahyadi

    I think so too. Your post gives a very complete explanation. And greatly assisted me in putting the right content in the blog. Thank you.

  3. […] Google tells you where to place your content (biznology.com) […]

  4. Avatar Tracy Edwards

    Thank you for posting this have found it really useful. I have just made some immediate changes as my checkout box was only visible by around 50%.

    Thank you again.

  5. Avatar Jonathon Taylor

    While the concept is good and it gets you thinking about positioning, fact is Google’s Browsersize tool is not accurate. But it keeps us on our toes and is something from Google that isn’t a veiled attempt to bow down to Google’s ad games. So it’s great!

    1. Avatar Mike Moran

      Thanks for the feedback, Jonathon. Just how is the tool inaccurate?

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