Dan Stratford and Dan Smink Snowsports Industries America Webinar Wednesdays March 5 2014 Its Nice To Meet You Dan Smink Partner Dan Stratford Partner Make Google Love You Create a Site Structure Google Will Love ID: 446980
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Website Optimization
Dan Stratford and Dan Smink
Snowsports Industries America
Webinar Wednesdays
March 5, 2014Slide2
It’s Nice To Meet You!
Dan Smink
Partner
Dan
Stratford
PartnerSlide3Slide4
Make Google Love YouCreate a Site Structure Google Will LoveKeep Google Happy
Optimize Your Web Pages
Prevent Digital Decay
Ongoing Optimization Plan
Today’s AgendaSlide5
Make content useful for visitors and search enginesImprove conversionsIncrease search ranking
Optimize on-page SEO
Build site structure for target keywords
Help drive off-page SEO
Website GoalsSlide6
Make Google Love You
Site Structure Is Crucial To Your Website’s SuccessSlide7
Why Site Structure Is Crucial
Indexing
Help search engines find all your pages
Link PowerHelp distribute link benefit from sites linking to youUsability
Help users find what they want quicklySlide8
Structure should reflect targeted Keyword ListMake website navigable for visitors and search engines
Three levels of Pages
Home Page
Category PagesContent PagesCreate links between pages (for humans)
Site StructureSlide9
Real Site ExampleSlide10
Keyword Research and Site Structure
Target “head” keywords to your home page and category pages, and long tail keywords to your Product pages and Blog PagesSlide11
Keyword Research and Site Structure
Local Note:
“Racing Skis” page may be
www.domain.com/racing-skis-denver
, but do not change navigation to “Racing Skis Denver”Slide12
Keyword Research and Site Structure
Links
36
18
18666
666Slide13
Keyword Research and Site Structure
Links
36
12
121644
444Slide14
Usability
Simplicity
Relevancy
Flat structureLayoutLoad timeSlide15
Optimize
for Mobile
Use
Mobile Redirects
Simplify site structureMake pages easy to loadAvoid Flash, Java, Popups
Utilize white spaceReduce text entryNOT!Slide16
Optimize
for Mobile
Use
Mobile Redirects
Simplify site structureMake pages easy to loadAvoid Flash, Java, Popups
Utilize white spaceReduce text entryMuch Better!Slide17
Research keywords before deciding on site structureUse keyword research to determine words to target on home page, category pages, product pages, and blog pages
Create a flat link structure
Make sure your site’s most important pages get lots of “link juice”
Site Structure RecapSlide18
Keep Google Happy
How to Optimize Your Web PagesSlide19
Key Elements of On Page Website Optimization
URL
Structure
Title tag
Meta description and keywords tagHeader tags - H1, H2, H3Images and Alt TextDiverse KeywordsRelevancyLinks that are reputableSlide20
URL Structure
Use keywords in URL
Keep structure simple
Domain/category/productSlide21
Title Tag
Make title compelling
Focus on primary keyword
Keyword relevant to contentLimit – 70
charactersUnique title for each pageUse “|” or “-” to separate termsTitle TagsSlide22
Meta Description and Meta Keywords
Should make sense to reader
Should reinforce title tag
Place primary keyword near beginning Don’t stuff keywords
Limit characters to 140Include brand and CTAGoogle doesn’t look at meta keywords, so don’t worry about them, (but if you do, make them relevant to the page and don’t stuff)Meta DescriptionsSlide23
Key Elements of On Page Website Optimization
Home Page
Domain Name
Keyword rich is ok, but not everything
Does not need to be keyword richHas been penalized in the pastCan still be an advantage, but not necessary-BRANDING may be more importantTakes a lot more than just keyword rich domain nameTitle tag2-4 Most Important Short Tail Keywords70 CharactersExample:On Sale Snowboard Shop, Snowboarding Gear - The HouseMeta
description and keywords tag3-6 Most Important Short Tail KeywordsMore descriptiveCall to actionExample:Snowboard Shop carries the top snowboard gear including snowboards, boots, bindings, goggles, clothing and more. Our on sale snowboard gear you'll find ..Slide24
Key Elements of On Page Website Optimization
Home Page Content
500-700+ Words
Written to your buyer persona (s
)Messaging PlatformEngageSolutionReinforcementValueHypertext link via search terms naturally in the content of the pageSlide25
Key Elements of On Page Website Optimization
Category & Sub- Category Content
300-500 + Words (could be more than home page)
Informative product service information
Calls to action (CTAs)Slide26
Key Elements of On Page Website Optimization
Categories & Sub-Categories
URL
Dashed Keywords
Example:http://mountainhightree.com/tree-service-denverTitle tag1-2 Most Important Short Tail Keywords70 CharactersExample:Denver Tree Service – Trimming – Pruning – Tree Care - ColoradoMeta description and keywords tag3-6 Most Important Short Tail KeywordsMore descriptive
Call to actionExample:Denver Tree Service Company specializing in tree care, tree trimming, pruning & pest control – Call Mountain High - xxx-xxx-xxxx for a free estimate.Slide27
Header Tags
H1, H2, H3, etc.
In HTML code as <h1>, <h2>, <h3>, up to <h6>
Only have one H1 tag per pageMake H1 hook your readerUse target keywords in your header tags whenever you can
H1
H2H3Slide28
Images and Alt Text
File names and alt tags
<
img src
=“keyword-name.jpg” alt=“keyword description”/>Always use keywords in alt text and file namesInforms search engine what the picture isSlide29
Page Content
Diversity
Use primary and secondary keywords in text
Make content readable, interesting
Regularly add new contentRelevancyVisitors will leave quickly if the content isn’t relevantSearch engines pay attention to bounce rate Reputable LinksGood content necessary to gain links from reputable sitesSlide30
Use target keywords to guide on page optimizationRemember the pillars of on page SEO – URL, Title, Headings, Meta-description, Content, Alt Text, Links
Site Optimization RecapSlide31
Prevent Digital Decay
An Ongoing Onsite Optimization PlanSlide32
Digital marketing is always changingSearch Engine Algorithms
Competitors
Your Company
Keyword marketsNeed to keep content fresh and naturalAnalyze results
AdaptWhy is SEO OngoingSlide33
Keyword RankWebsite TrafficVisitor Sources
Most popular pages and blog posts
Bounce rates
Pay Per ClickLink GrowthCompetitor Performance
Help you determine “how much”Also great for off-site efforts neededDiscover trendsReview AnalyticsSlide34
Research new keywordsSelect keywords to target with future content
Update editorial calendar
New blog posts
New web pagesUpdate offsite linking plansUpdate Pay Per Click plan
Update PlanSlide35
Make changesTrack resultsRepeat
ExecuteSlide36
Have a plan – but don’t be afraid to adjust or react!Build good content
Analyze results
Make adjustments
Ongoing Optimization RecapSlide37
Develop off-site SEO strategyLinkingSocial media
Good on-site can lead to off-site results
In competitive market you may never succeed without an aggressive and sensible off-site strategy
Next Step…Slide38
Questions?Slide39
Blogging For Small Business
Wednesday, April 2nd @ 2pm EST
Content
creation is a key element in helping to rank a website, and in digital marketing companies want to educate their market, as well as position themselves as thought leaders to the target market. The best way to meet these goals is through blogging consistently, and this session will help attendees understand how to use their target keywords to develop optimized blog posts
.Next WebinarSlide40
Contact Information
C1 Partners
3773 Cherry Creek North Drive
Suite 575
Denver, CO 80209P: (303)501-1821E: info@c1-partners.com W: www.c1-partners.comT: @c1partners