Building Your Website with SEO in Mind
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View the full recorded webinar at: http://bit.ly/19nqZwN. Keeping SEO in mind during the planning stages is key to a successful website design and launch. During this webinar, Search Mojo’s Janet Driscoll Miller and Amanda Sides will discuss ways to ensure you’re building a strong SEO foundation for your website – whether you’re designing a brand new site, redesigning an existing one, or even just making small changes. You'll learn: - What to avoid when deciding how to program your website. - What to look for when choosing a CMS on which to build your website. - 11 simple tactics to keep in mind that will ensure your website is found in search.
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Building Your Website with SEO in Mind
- 1. @marketingmojo | #mojowebinar | marketing-mojo.com BUILDING YOUR WEBSITE WITH SEO IN MIND Janet Miller, President & CEO Amanda Sides, Account Director
- 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS Janet Driscoll Miller, President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Amanda Sides, Account Director, Marketing Mojo Follow on Twitter: @amanda_sides
- 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
- 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
- 5. @marketingmojo | #mojowebinar | marketing-mojo.com WEBMASTER GUIDELINES • Google: › http://bit.ly/GoogleGuidelines • Bing › http://bit.ly/BingGuidelines
- 6. @marketingmojo | #mojowebinar | marketing-mojo.com THINGS TO CONSIDER DURING DEVELOPMENT • Structure • Content • Performance • Forms • CMS Platforms • Parallax
- 7. @marketingmojo | #mojowebinar | marketing-mojo.com SITE STRUCTURE What? Consolidate www & non-www search-mojo.com www.search-mojo.com Why? Prevent both versions from ranking & avoid possible duplicate content issues
- 8. @marketingmojo | #mojowebinar | marketing-mojo.com SITE STRUCTURE What? Multiple Domains Subdomains Why? Centralize “link juice” & avoid accidental duplicate content issues Avoid Many Domains Use Subdomains www.mydomain.com www.mydomain.com www.myblogdomain.com blog.mydomain.com www.myvideosdomain.com videos.mydomain.com
- 9. @marketingmojo | #mojowebinar | marketing-mojo.com SITE STRUCTURE What? Include Keywords in URLs Why? Help engines & searchers understand what your page is about before they click
- 10. @marketingmojo | #mojowebinar | marketing-mojo.com SITE STRUCTURE What? Set-Up Pretty vs. Ugly URLs Why? Improved relevancy & confidence to help with rankings & click-through-rates Ugly Pretty www.mydomain.com/444/123 45 www.mydomain.com/apparel/t-shirts www.mydomain.com/v/?p=12 3 www.mydomain.com/videos/testimonia ls
- 11. @marketingmojo | #mojowebinar | marketing-mojo.com SITE CONTENT What? Avoid Lengthy Pages Why? Increase number of pages in index & increase ranking potential
- 12. @marketingmojo | #mojowebinar | marketing-mojo.com SITE CONTENT What? Post Fresh Content Why? Engines value fresh, quality content
- 13. @marketingmojo | #mojowebinar | marketing-mojo.com SITE CONTENT What? Reduce Load Times Why? Users/Bots abandon ship, & rankings can be affected
- 14. @marketingmojo | #mojowebinar | marketing-mojo.com SITE CONTENT What? Avoid Duplicate Content Why? Your site could be penalized, resulting in lower rankings
- 15. @marketingmojo | #mojowebinar | marketing-mojo.com SITE CONTENT What? Utilize Structured Mark-Up Why? Call more attention to results & help Google understand context of your content
- 16. @marketingmojo | #mojowebinar | marketing-mojo.com SITE PERFORMANCE What? Set-Up Google Webmaster Tools Why? Find crawl errors, provide Google with & get more information on indexing
- 17. @marketingmojo | #mojowebinar | marketing-mojo.com SITE PERFORMANCE What? Google Analytics Tracking Why? Get valuable insight into site activity & track performance
- 18. @marketingmojo | #mojowebinar | marketing-mojo.com JAVASCRIPT/AJAX • Javascript › Can be indexed… somewhat › Not ideal › Avoid putting very important content only in Javascript (ex: links, navigation) • AJAX › A type of Javascript implementation › Linking to specific content in the AJAX can be an issue
- 19. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: NAT GEO CHANNEL
- 20. @marketingmojo | #mojowebinar | marketing-mojo.com FLASH • Can be indexed… somewhat • But not ideal • Don’t put website into ONE Flash movie • Avoid “splash” pages
- 21. @marketingmojo | #mojowebinar | marketing-mojo.com PARALLAX DESIGN • Avoid all content on the same page › Reduces chances of having multiple pages of content rank in search › Means essentially optimizing for fewer keywords • Can be used in a “combination approach” • Or, just fake it well!
- 22. @marketingmojo | #mojowebinar | marketing-mojo.com FORMS • Search engine bots cannot fill out forms • Content behind forms may not get indexed • Offer bots a way AROUND the form
- 23. @marketingmojo | #mojowebinar | marketing-mojo.com QUESTIONS TO ASK YOURSELF 1. Will anything in this design hinder indexing? › How can I circumvent this? 2. Is anything in this design against Webmaster Guidelines?
- 24. @marketingmojo | #mojowebinar | marketing-mojo.com KEY TAKEAWAYS • You don’t have to sacrifice good usability for SEO › Sometimes have to just get creative
- 25. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Amanda Sides +Amanda Sides Twitter: @amanda_sides
Notes de l'éditeur
- JANET
- What: Check if both www & non-www load Server-side permanent 301 redirect Canonical Tag Can set preference in WMT Only works for Google Root domains only, doesn’t work for subdomains Why: Prevent both versions from ranking Avoid duplicate content
- What: Use subdomains/subfolders instead of multiple domains Why: Centralize link juice Avoid accidental duplicate content
- What: Keyword inclusion include keywords if possible and relevant don’t force it Domain or subdirectories/subfolders Why? Help engines & searchers quickly confirm that page is what they are looking for
- What: Set up “pretty” urls rather than use ugly urls Pretty URLs= URLs with keywords/descriptive text Ugly URLS= dynamically generated URLs, alphanumeric identifiers Why: Easy for engines & users to know what a page is about Help with rankings & with click-through-rates
- What: Avoid lengthy pages Create higher volume of pages with more focused content Why: Keep pages more focused Sometimes content at bottom of a lengthy page may not get crawled Increase number of pages Increase number of pages in index Increase ranking possibilities
- What: Post “fresh” content Timely, relevant Often Blog Testimonials User-generated content Why: Engines value fresh, quality content Users want up-to-date information
- What: Reduce page load times Find & fix issues as soon as possible Why: Rankings could suffer Users/bots could abandon NOTE TO AC: also maybe show them how to get the suggestions on how to optimize via Analytics
- What: Avoid Duplicate Content Don’t do it If you can’t avoid it Canonical Tags Why: Penalties (Panda & Penguin, decrease rankings for lower-quality sites using black-hat techniques, including stealing/scraping content from other sites) You can even suffer if others are duplicating your content, use tools like copyscape.com to keep an eye on the culprits. Lower rankings Google could prioritize the wrong page
- JANET Demonstrate Google Maps and the link button they have
- JANET Case Study: National Geographic Channel Result: tripled website traffic to the site within three months To see how search engines might view your site, turn off Javascript in browser and reload
- JANET Don’t often rank highly Many use one flash movie because they like the transitions from one website area to another Using one flash movie means only ONE url/page to rank Reduces overall potential visibility in organic search Essentially means optimizing for fewer keywords Use a movie per page Avoid splash pages not ideal for seo provide a link to the home page or other navigation
- JANET Often used for similar reasons to Flash – page transition Show example of Taco Bell: http://www.cantinabell.com/ Combination approach – Spotify: https://www.spotify.com/us/ Then show how many pages are indexed for Spotify: https://www.google.com/search?q=site%3Aspotify.com%2Fus%2F&oq=site%3Aspotify.com%2Fus%2F&aqs=chrome.0.69i57j69i58.4385j0&sourceid=chrome&ie=UTF-8 Show Activision Destiny the Game: http://www.destinythegame.com/home/destiny-official-e3-gameplay-trailer (show how URL changes)
- JANET Example: Search Mojo’s marketing wall Case study: MazdaUSA (show dealer locate) Result: All 200+ dealers in the US showed up for their target keyword combination (city name+ Mazda) within 30 days.
- Kari