SEO Site Clinic: Do your Websites Test Positive for SEO?

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SEO Site Clinic: Do your Websites Test Positive for SEO?. Panelist: Bryan Boettiger , Co-Founder and VP of Operations – Parallel Path Jon Aron , SEO Account Executive – Parallel Path Moderator: Janine Soika , Channel Market Leader – Verio. About Verio. - PowerPoint PPT Presentation

Transcript of SEO Site Clinic: Do your Websites Test Positive for SEO?

Slide 1

Panelist:

Bryan Boettiger, Co-Founder and VP of Operations Parallel Path

Jon Aron, SEO Account Executive Parallel Path

Moderator:

Janine Soika, Channel Market Leader Verio

SEO Site Clinic: Do your Websites Test Positive for SEO?

About Verio

Premier web hosting, application hosting and SaaS applications vendor

Financially stable

Part of NTT Communications (worlds largest telecommunications company)

Owns the data centers and IP network

Award-winning services

Highest performance available

24X7 technical and customer support

Industry leading Service Level Agreements

100% focused on channel

viaVerio Partner Program

Via 1 Partner Model

15% recurring commission on all customer sales

You do not have to provide monthly billing, technical or customer support (Verio handles)

Via 3 Partner Model

Allows partners to purchase our services at wholesale prices (nearly half retail pricing)

Resell services for a profit to end-customers

You provide monthly billing, technical and customer support to end customers

Contact us at www.viaverio.com or 888-224-9346

Web 2.0 - 2010

SEO Site Clinic

SEO Site ClinicWeb 2.0 - NYC

Bryan Boettiger

+ Founding Partner/VP Operations

Jon Aron

+ SEO Account Executive

Parallel Path

Analytically-driven online marketing specialists, established 2005

16 employees, avg. SEM experience 5-10 years each

Consistently deliver 200% - 300% higher conversion rates than industry average

Located in Boulder, CO

Parallel Path Services

Search Engine Optimization

Pay-Per-Click

Landing Page Development

Affiliate Management

Analytics Consulting

Retargeting/Remarketing

Media Buying

Local Listing & Local SEO

Social Media Consulting

Mobile Marketing

Business to Business

Parallel Path Clients

Business to Consumer

Agenda

Top Takeaways Overview

Example Site Review

Audience Site Review

Q&A

SEO Site ClinicWeb 2.0 - NYC

Why SEO?

SEO Site ClinicWeb 2.0 - NYC

Depending upon the vertical 70-90% of users click on Organic first

**comscore reports 92% organic vs 8% Paid

SalesPPCSEO30.070.0

!

Give Keywords the Respect they Deserve

SEO Site ClinicWeb 2.0 - NYC

Successful SEO Begins with a Sound Strategy

SEO is Web Design/Development

Leverage Tools Like Trends/Insights

Understanding and defining your Website Goals, Competitive & Market Analysis, and delivering useful information to your target audience know this, begin keyword discovery

Taxonomy Consistency..

11

Internal Assessment + Market Assessment + Competitive Assessment

SEO Site ClinicWeb 2.0 - NYC

=

KEYWORDS

Whats Working?

Analytics/Webmaster Tools/CRM

Brochures & Data Sheets

SMEs & Engineers

Focus Groups & Surveys

Mine PPC Search Query Reports

Understand Buying Phrases

Analyze Your Market

Research Trends

Industry Websites, Publications, & Directories

Where Does Your Target Market

Go Online?

Growing or Retracting?

Know Your Competition

Competitor Keywords

Comparison Tools

Intitle Competition

External Link Audit

Ranking Reports

SEO Site ClinicWeb 2.0 - NYC

Win with Video SEO

Video SEO is Much Less Competitive Easier to Rank!

Distribute Everywhere You Can - YouTube, Social Media Sites & Video Sharing Sites

Create Stand Alone Page for Each Video

Use Term Video in Your Optimization

Optimize Video File & Meta Data Properties

Use Video Sitemaps (RSS & MRSS) to Help Engines Find/Index

Offer a Textual Transcript of Video Content

Keep Files in One Video Directory

YouTube is 3rd Most Trafficked Site

13

SEO Site ClinicWeb 2.0 - NYC

Sculpting, not just for Artists

Pay Attention to PageRank Distribution

Internal Linking Indicator of Page Importance

Integrate Keywords into Link Text

Pages are scored by google from 0/10. PageRank is equally distributed to all links on a page. Dont waste PageRank on pages wilth little traffic value such as

about, privacy, terms, contact, my account, shopping cart

How you link internally indicates to the engines which pages you feel are most important if your going after competitive phrases on these pages you want to pass a higher percentage of page rank

Be conscious of how your linking from your top pagerank pages

use your keywords in the anchor text, be consistent throughout the site

Creatively use unscrawlable scripting to hide low value links

14

Tread Lightly. Code Matters.

SEO Site ClinicWeb 2.0 - NYC

Less Is More

Code-to-Content Ratio

Page Weight/File Size

Embedded CSS, JS, Tables

Parallelize Page Resources

Minify & Compress Files/Images

Sample Site Review

SEO Site ClinicWeb 2.0 - NYC

Site Review - Yeticycles.com

SEO Site ClinicWeb 2.0 - NYC

Yeticycles.com - Keywords

SEO Site ClinicWeb 2.0 - NYC

Home Page Title Tag:

Title Tag indicator of Sites SEO Sophistication

Call your products what they are. Use recognizable naming conventions. Recognize how people search for your products or services. Flash based website no html

Direct product sales limited to Apparel

Home page title tag limited not following popular naming conventions for products cycles. Better choice would be mountain bikes

Lack of Meta Data not leveraging the available description characters to improve CTR, new product announcements, offers, news, etc

18

Yeticycles.com Google Cache

SEO Site ClinicWeb 2.0 - NYC

There are ways to optimize flash to leverage some traffic and ranking.

A view of Googles cache shows these methods arent being utilized and nothing in the site is visible to the crawlers..

19

Yeticycles.com Links

SEO Site ClinicWeb 2.0 - NYC

Site resolves for both the www and non www meaning there are two versions of the site. A 301 redirect should be put into place on the non http version as it has fewer links

This will serve to concentrate the linking and improve results.

Not bad link popularity take a look at the competition for mountain bikes

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Yeticycles.com Links

SEO Site ClinicWeb 2.0 - NYC

PositionSiteLinksDomain Age1Trekbikes.com169K15 Years2Fisherbikes.com49K15 Years3Mongoose.com37K13 YearsN/AYeticycles.com31K15 Years

Mountain bikes 80,500 monthly queries

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Yeticycles.com Conclusion

SEO Site ClinicWeb 2.0 - NYC

All Flash Site w/No Content

Ignored Basic SEO Title/Meta

Compete Very Well in IBLs and Domain Age

Missing Great Opportunity to Grow Traffic

Mountain bikes 80,500 monthly queries

22

Drum Roll..

SEO Site ClinicWeb 2.0 - NYC

Mountain bikes 80,500 monthly queries

23

Site Review CDW.com

SEO Site ClinicWeb 2.0 - NYC

CDW.com - Keywords

SEO Site ClinicWeb 2.0 - NYC

Home Page Title Tag:

Rank

Competition

KeywordRankPages Indexedintitle Comp.IT ServicesNot in top 1001,340,000,000245,000IT ProductsNot in top 1001,540,000,00018,400

CDW.com Information Architecture

SEO Site ClinicWeb 2.0 - NYC

Taxonomy

27

CDW.com Page Speed/Crawlability

SEO Site ClinicWeb 2.0 - NYC

Lots of Excess Code

Embedded Scripting

Tables

Page Weight: 500kB

Code-to-Content Ratio Is Poor

Crawlability is Poor

Heavy Code & Large File Size Hinders Crawling

CDW.com URLs

SEO Site ClinicWeb 2.0 - NYC

First Level

Second Level

Third Level

CDW.com Content > Duplicate Content

SEO Site ClinicWeb 2.0 - NYC

30

CDW.com Content > Keyword Density

SEO Site ClinicWeb 2.0 - NYC

IT Services

IT Products

Synonym saturation?

31

CDW.com Content > Heading Tags

SEO Site ClinicWeb 2.0 - NYC

= 17

= 6

= 0

= 0

CDW.com IP

SEO Site ClinicWeb 2.0 - NYC

73 Domains

sharing the same

IP Address

CDW.com Links

SEO Site ClinicWeb 2.0 - NYC

193,589 external links to this page

377 links on this page

How are you linking back to this page internally anchor text?

Are all these links away from this page absolutely relevant?

If so, are you using the correct KWs on the opt

34

The Verdict..

SEO Site ClinicWeb 2.0 - NYC

Contact Information

Bryan Boettiger

+ Founding Partner/VP Operations

bryan@parallelpath.com

Jon Aron

+ SEO Account Executive

jon@parallelpath.com

QUESTIONS?

Interested in becoming a viaVerio Partner?Visit our booth (#136) or www.viaverio.com.