Designing Web Sites for SEO Visibility, by iCrossing's Rob Garner for SEMPO
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Extensive 101 of SEO considerations in a web site redesign. Includes both technical, creative, and organizational considerations required to get the job done. Over 60 slides.
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Designing Web Sites for SEO Visibility, by iCrossing's Rob Garner for SEMPO
- 1. SEMPO’s Sponsors & Donors Search Engine Marketing Professional Organization
- 2. Search Engine Marketing Professional Organization Designing for Visibility Presented by: Rob Garner, Senior Director, Strategy, iCrossing and SEMPO Board Member
- 4. Overview
- 9. A few planning considerations Start with search at the beginning of planning and process … search is not an afterthought Planning Development Launch
- 11. A few planning considerations Include search as both a business and technical requirement … Building business cases may be critical at this stage Planning Development Launch
- 12. A few planning considerations Remind your teams and developers that not considering SEO throughout the process could come at the expense of existing search equity … Maintaining the search equity that you already have through a redesign should be the primary goal Planning Development Launch
- 17. Use search data to inform and develop personas Planning Development Launch
- 18. Industry vs. consumer language Industry Language Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid’s toothbrush Professional whitening system 148 5,232 10 190 5,155 190 5,075 145 592 670 17,407 Search Volume per month Consumer Language Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system 188,818 74,588 29,525 24,558 24,558 17,670 146,212 16,522 835 6,205 529,491 Planning Development Launch Search Volume per month
- 28. Ensure that Ajax is both crawlable and indexable Factor: AJAX, or Asynchronous JavaScript and XML, is a Web development technique used to load content from a server without changing pages AJAX relies heavily on JavaScript to display and swap content Implications: Search engine spiders generally cannot read AJAX content Implementation could block content visibility to spiders Best practice/Action required: Use AJAX selectively, primarily for supplemental content associated with low search volumes Alternative Practices: Create a static, spider friendly version of your site that includes content from within your JavaScript Planning Development Launch
- 29. Source On-Page JavaScript & CSS to External Files Factor: JavaScript and style elements that reside in the webpage code increase loads, and requiring more processing to parse. Impact: Can impede search engine crawling and indexing performance, and also page load time. Best Practices: Keep JavaScript off the webpage by putting it into an external file and calling this file from the webpage. Additionally, using external JavaScript files will increase the flexibility of the code, enabling fast, easy updates and JavaScript maintenance. JavaScript that cannot be called from an external file without sacrificing the functionality is acceptable. Planning Development Launch
- 30. Manage Threshold of Duplicate Content Factor: Duplicate content exists when two or more pages within a website, or on different domains, share identical content. Different domain names do not create distinct content. Implications: Major search engines consider duplicate content to be of less value to searchers, and the ratio of duplicate to unique content on a site can greatly impede or improve performance Best practice/Action required: Avoid duplicate content issues by using unique copy and other content on each page of a website, whenever possible. Duplicate content may also be given a robots.txt or meta robots directive to not index or follow pages with wholly duplicated content. Planning Development Launch
- 45. Planning Develop User Experience Strategy Brief SEO Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment
- 46. Development Establish hosting environment Develop visual design Create site map and wireframes Develop creative concept Baseline search metrics SEO Create copy deck Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment Develop test strategy
- 47. Launch Ongoing measurement and optimization SEO Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment Deploy Analytics Deploy new site Execute QA tests
- 48. Before Existing global wireframe
- 49. After Search Engine Marketing Professional Organization A creative solution that considers a wider user-experience
- 50. A creative solution that considers a wider user-experience Where search intention is met with relevant answers: High ranking pages get straight to the heart of what searchers are seeking Findability is a usability issue: Both new visitors and existing customers can find what they are looking for, faster Delivering on the search “promise”: Multiple points of entry create a relevant and engaging experience
- 51. Search keyword “supplemental insurance”
- 52. Search keyword “supplemental insurance”
- 53. Action-based vernacular reflects user goals Find > Browse > Learn > Connect
- 56. Questions and Answers Join SEMPO today at www.SEMPO.org SEMPO, Inc. 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 +1 781.876.8866 [email_address]
- 57. Thank you Rob Garner Senior Strategy Director, iCrossing SEMPO Board of Directors [email_address] 214.676.2089 Twitter @RobGarner Facebook.com/Garner Greatfinds.icrossing.com Linkedin.com/in/robgarner Media Post Search Insider blog
Notes de l'éditeur
- you need to know where you were to find out where you went.
- Inform your personas through interviews, and ask subjects to talk about how they search; or, better yet, observe how they search online Map keyword learnings into more complex scenarios for the process of finding. This comes from understanding who your audiences are; what their needs and desires are; and what linguistic cues play into various stages of their connected search and digital journey. Leverage learnings from paid search early on. If the right analytics are in place, then this is proven data that can help validate or inform other data on the front end of research processes. Keep in mind that sometimes the real gold mine in all of market research is finding that one word -- the one linguistic cue that could be a seed concept to a much greater universe of language and intent. Get out of the habit of making assumptions based on what you think your target audience will search for. Go ask them directly, and free your initiatives of your own biases. Look to social networks for linguistic cues - search and social both provide open windows into how audiences speak, and what they seek. And many enterprise businesses have gotten even smarter and are leveraging them both for major initiatives. Use internal searches to help inform campaigns and future designs, and follow up on this data in early customer research. If consumers are getting all the way to your site and typing particular terms, this could be a strong indicator of a particular intention, or may identify something that is currently lacking in the existing design, content, or architecture. Consider the various types of digital assets, and how your target audience searches for them. This insight works on a redesign, or for ongoing content strategies. This ultimately helps you engage more with your target audience, and also extends reach into universal search and social networks.
- Develop your target user's search persona, and use search to develop a picture of your user's journey both in-search, and on-site. When some sites receive 25% to 45% of traffic from search engines, a huge area of research is being ignored by not finding out how those same users seek out content in engines, both linguistically, and from an engagement standpoint.
- For the most part, search engines are still very literal, and truly effective semantic intelligence still lies far ahead. Position content and language that reflects the way users search, in order to rank for those terms. The path to understanding this language is through linguistic and keyword research, and also by studying and knowing your target. Language and keywords impact and guide information architecture and content strategies, among other aspects.
- Search has expanded well beyond Web pages and 10 blue links to offer video images, news and social streams, among many other vertical asset types. Many industries tend to have assets that are more relevant than others (images, maps, and video tend to fit more for travel-related sites, for instance). Ensuring that there is a search strategy and place for these optimized assets is critical in the planning and design stages.
- Rich Internet technologies that are implemented without search engines in mind can instantly render a once-thriving natural search program into total obscurity. Flash and Ajax are key tools in the design and development toolbox, but considerations must be made for search upfront.
- When you change phone numbers, the phone company will leave a recorded message telling the new number to the person who called your old number. This is the effect a 301 permanent redirect has on a search engine -- it applies the old URL and backlinks to the new URL; the search engine is happy, and your site is happy. A canonicalization problem occurs when 302 redirects are pointed to permanently moved pages. I have seen instances where clients have gone through four or five redesigns using 302s, and a string of six-to-eight redirects points to a single page, each with its own set of inbound links. This basically makes it difficult for engines to determine the "real URL" to show in results and apply backlinks to. How do you fix it? See the next point.
- you need to know where you were to find out where you went.