www.c1-partners.com website optimization dan stratford and dan smink snowsports industries america...
TRANSCRIPT
www.c1-partners.com
Website Optimization
Dan Stratford and Dan Smink
Snowsports Industries AmericaWebinar Wednesdays
March 5, 2014
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It’s Nice To Meet You!
Dan SminkPartner
Dan StratfordPartner
www.c1-partners.com
www.c1-partners.com
• Make Google Love You– Create a Site Structure Google Will Love
• Keep Google Happy– Optimize Your Web Pages
• Prevent Digital Decay– Ongoing Optimization Plan
Today’s Agenda
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• Make content useful for visitors and search engines
• Improve conversions• Increase search ranking• Optimize on-page SEO• Build site structure for target keywords • Help drive off-page SEO
Website Goals
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Make Google Love YouSite Structure Is Crucial To Your
Website’s Success
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Why Site Structure Is Crucial
• Indexing– Help search engines
find all your pages • Link Power
– Help distribute link benefit from sites linking to you
• Usability– Help users find what
they want quickly
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• Structure should reflect targeted Keyword List
• Make website navigable for visitors and search engines
• Three levels of Pages– Home Page – Category Pages– Content Pages
• Create links between pages (for humans)
Site Structure
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Real Site Example
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Home Page
Category Page 1
Content Page 1
Content Page 2
Content Page 3
Category Page 2
Content Page 4
Content Page 5
Content Page 6
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 Pages
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Skis
Racing Skis
Slalom Giant Slalom Downhill
All Mountain
Skis
Traditional Rocker Hybrid
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”
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Skis
Racing Skis
Slalom Giant Slalom Downhill
All Mountain
Skis
Traditional Rocker Hybrid
Keyword Research and Site Structure
Links 36
18 18
6 6 6 6 6 6
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Skis
Racing Skis
Slalom Giant Slalom Downhill
All Mountain
Skis
Traditional Rocker Hybrid
Keyword Research and Site Structure
Links 36
12 12
16 4 4 4 4 4
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Usability
• Simplicity• Relevancy• Flat structure• Layout• Load time
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Optimize for Mobile
1. Use Mobile Redirects
2. Simplify site structure
3. Make pages easy to load
4. Avoid Flash, Java,
Popups
5. Utilize white space
6. Reduce text entry
NOT!
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Optimize for Mobile
1. Use Mobile Redirects
2. Simplify site structure
3. Make pages easy to load
4. Avoid Flash, Java,
Popups
5. Utilize white space
6. Reduce text entry
Much Better!
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• Research keywords before deciding on site structure
• Use 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 Recap
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Keep Google HappyHow to Optimize Your Web Pages
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Key Elements of On Page Website Optimization
1. URL Structure2. Title tag3. Meta description and
keywords tag4. Header tags - H1, H2,
H35. Images and Alt Text6. Diverse Keywords7. Relevancy8. Links that are reputable
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URL Structure
• Use keywords in URL
• Keep structure simple
• Domain/category/product
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Title Tag
• Make title compelling• Focus on primary
keyword• Keyword relevant to
content• Limit – 70 characters• Unique title for each page• Use “|” or “-” to separate
terms
Title Tags
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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 140• Include brand and CTA• Google 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 Descriptions
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Key Elements of On Page Website Optimization
1. Home Page1. Domain Name
1. Keyword rich is ok, but not everything2. Does not need to be keyword rich3. Has been penalized in the past4. Can still be an advantage, but not necessary-BRANDING may be more important5. Takes a lot more than just keyword rich domain name
2. Title tag1. 2-4 Most Important Short Tail Keywords2. 70 Characters3. Example:
On Sale Snowboard Shop, Snowboarding Gear - The House3. Meta description and keywords tag
1. 3-6 Most Important Short Tail Keywords2. More descriptive3. Call to action4. Example:5. Snowboard Shop carries the top snowboard gear including snowboards, boots,
bindings, goggles, clothing and more. Our on sale snowboard gear you'll find ..
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Key Elements of On Page Website Optimization
Home Page Content1. 500-700+ Words2. Written to your buyer persona (s)3. Messaging Platform
1. Engage2. Solution3. Reinforcement4. Value
4. Hypertext link via search terms naturally in the content of the page
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Key Elements of On Page Website Optimization
Category & Sub- Category Content1. 300-500 + Words (could be more than home
page)2. Informative product service information3. Calls to action (CTAs)
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Key Elements of On Page Website Optimization
1. Categories & Sub-Categories1. URL
1. Dashed Keywords2. Example:
http://mountainhightree.com/tree-service-denver
2. Title tag1. 1-2 Most Important Short Tail Keywords2. 70 Characters3. Example:
Denver Tree Service – Trimming – Pruning – Tree Care - Colorado3. Meta description and keywords tag
1. 3-6 Most Important Short Tail Keywords2. More descriptive3. Call to action4. Example:
Denver Tree Service Company specializing in tree care, tree trimming, pruning & pest control – Call Mountain High - xxx-xxx-xxxx for a free estimate.
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Header Tags
• H1, H2, H3, etc.• In HTML code as
<h1>, <h2>, <h3>, up to <h6>
• Only have one H1 tag per page
• Make H1 hook your reader
• Use target keywords in your header tags whenever you can
H1
H2
H3
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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 names
• Informs search engine what the picture is
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Page Content
• Diversity– Use primary and
secondary keywords in text– Make content readable,
interesting– Regularly add new content
• Relevancy– Visitors will leave quickly if
the content isn’t relevant– Search engines pay
attention to bounce rate • Reputable Links
– Good content necessary to gain links from reputable sites
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• Use target keywords to guide on page optimization
• Remember the pillars of on page SEO – URL, Title, Headings, Meta-description, Content, Alt Text, Links
Site Optimization Recap
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Prevent Digital DecayAn Ongoing Onsite Optimization
Plan
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• Digital marketing is always changing– Search Engine Algorithms– Competitors– Your Company– Keyword markets
• Need to keep content fresh and natural• Analyze results• Adapt
Why is SEO Ongoing
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• Keyword Rank• Website Traffic
– Visitor Sources– Most popular pages and blog posts– Bounce rates– Pay Per Click
• Link Growth• Competitor Performance
– Help you determine “how much”– Also great for off-site efforts needed– Discover trends
Review Analytics
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• Research new keywords• Select keywords to target with future
content• Update editorial calendar
– New blog posts– New web pages
• Update offsite linking plans• Update Pay Per Click plan
Update Plan
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• Make changes• Track results• Repeat
Execute
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• Have a plan – but don’t be afraid to adjust or react!
• Build good content• Analyze results• Make adjustments
Ongoing Optimization Recap
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• Develop off-site SEO strategy– Linking– Social 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…
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Questions?
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Blogging For Small BusinessWednesday, 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 Webinar
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Contact InformationC1 Partners3773 Cherry Creek North DriveSuite 575Denver, CO 80209
P: (303)501-1821E: [email protected]: www.c1-partners.comT: @c1partners