SEO and Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development & Landing Page Development Online Display Ad & Rich Media Advertising Social Marketing Online Reputation Management Photoshare/ Videoshare Social Networking Social Bookmarking Social News Microblogging Business Blog Marketing Organic Web/Universal Search Mobile Search Organic Image Search Shopping Comparison Search Organic Video Search Paid Search Components of Internet Marketing Real-time Search Social Search Local Search SEO & Search-friendly Web Design - Types of Search-

© Advanced Media Productions AdvMediaProductions.com Major Trends in Organic Search
Two search technologies: Google and Bing
Auto localization (Google)
Instant search (Google)
Social signals for ranking (Google, Bing)
Instant preview
SEO & Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com “ Types” of Search
- Traditional Organic / Algorithmic Search – Desktop & Mobile
- Blended search/Universal, personalized and local search
- Vertical Organic Search
- Image search, video search, shopping search, news search, blog search
Organic Real-time Search
Twitter Search
Real-time results in Google/Bing
- Social Search
Quora, Aardvark, ChaCha
- Paid Search
- National and local PPC – Microsoft adCenter, Google AdWords
- Tag Advertising - Google Places Page Tags & Yext Tags

© Advanced Media Productions AdvMediaProductions.com Instant Search SEO & Search-friendly Web Design Instant Search Tip - The basics of Google search will remain the same, including how results are ranked and how Google determines relevant results.

© Advanced Media Productions AdvMediaProductions.com Instant Preview SEO & Search-friendly Web Design Instant Preview Tips - The basics of Google search will remain the same, including how results are ranked and how Google determines relevant results. - Professional web site design becomes more important because page thumbnails that show visually attractive web site designs drive more click-throughs

© Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results
Universal SEO Search Tips
- Relevant target keyword in the copy, headlines and sub-heads
- Unique keyword-rich page titles and meta tag descriptions
- Keywords in internal link anchor text
- Quality, authoritative and trusted inbound links
Avoid Flash
Create social media signals (Twitter & Facebook)

© Advanced Media Productions AdvMediaProductions.com Image Search
Image SEO Search Tips
Keyword-rich file names and ALT tags
Surround images with keyword-rich content and give an appropriate keyword-rich caption
Targeted keyword(s) in the URL of the page
High quality .jpg, .png and .gif images
Make use of an image sitemap

© Advanced Media Productions AdvMediaProductions.com Video Search Crawled Results YouTube Results
Video SEO Search Tips
If possible, create unique page with unique, keyword-rich file name and URL for each video
Keyword-rich page titles and descriptions
Optimize the content around the video
Utilize video tags where possible
Make use of a video sitemap
YouTube Results YouTube Results SEO & Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com Shopping Search SEO & Search-friendly Web Design
Shopping SEO Search Tips
Keyword-optimized product descriptions
Optimize product titles and product descriptions with relevant
keywords, including, manufacturer part numbers, for instance.
High quality product images
Include high quality images to make a good impression and to
ensure the shoppers are seeing a clear picture of the products
Use Google’s Product Type
Assigning categories based on the unique category taxonomy
of Google Product Search’s values will both classify the
products in the correct departments and enhance the product
rankings.
Feed submission
Submit the product feed often. Google Product Search likes
receiving fresh, updated feeds, and it will remove the feed
when it is not regularly updated.
Shipping and tax information
- Include shipping and tax information in the product feed.
Embed promotions in the product feed
Add free shipping promotions and promote those in the feed.
Shoppers on Google Products Search have the ability to show
items with only those certain attributes, giving consumers a
real competitive advantage
Make sure to complete all required fields.
Google recently made ‘Condition’ a required field that must
be populated with ‘New,’ ‘Used’ or ‘Refurbished.’

© Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Real-time Google Search Real-time Results SEO & Search-friendly Web Design
Organic Real-time Search Tip
Relevant keywords in the Tweets
Build a follower base of authoritative followers (quality is better than quantity)

© Advanced Media Productions AdvMediaProductions.com Local Search
“ Triggered” by Search Queries with a Local
Intent
Organic or Algorithmic and PPC

© Advanced Media Productions AdvMediaProductions.com Google.com – Local Organic Web Results Local Place Page Results Local Organic Web Results Results With Geographic Modifier Sponsored Advertising SEO & Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com Google.com – Local Organic Web Results Results Without Geographic Modifier Place Page Results Organic Web Results Sponsored Advertising SEO & Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com
How To Optimize for Google Maps Organic Listings
Presence of a business Place Page at the Google Local
Business Center
- Positive reviews and the numbers of reviews
Relevant locality and neighborhood keywords in the business
name and copy of the local business listing
Proximity of the business location to the city and/or center of
the city
Number of “local” links pointing to the web site
Overall web site organic search engine optimization status
Site architecture, navigation, code, internal linking, page load speeds
Google – Local Organic Map Results SEO & Search-friendly Web Design

Mobile Search
- “On-Deck” and “Off-Deck” Search Services
- Built-in the Carrier Search (Yahoo, Bing [Verizon], Google)
- Web Access (Browser – Google, Yahoo, Bing, others)
© Advanced Media Productions AdvMediaProductions.com SEO & Search-friendly Web Design

Search Term Google News Results Sponsored Search Results Google Map Results Sponsored Search Results Google Map Results © Advanced Media Productions AdvMediaProductions.com Mobile Search SEO & Search-friendly Web Design

© Advanced Media Productions AdvMediaProductions.com How to Optimize for Mobile Search SEO & Search-friendly Web Design
- Build a new mobile web site or use existing desktop web site with mobile
reformatting CSS style sheets (separate style sheets for Android and
iPhone)
- Mobile users search differently then PC desktop users so special mobile
keywords research is required - Use Google mobile keyword tool

- Follow traditional desktop SEO best practices for mobile SEO
- Title tags, heading tags, alt tags, content keyword optimization, code
optimization, link building, crawler accessibility
- Conform to the W3C standards with strict XHTML code and CSS
Include a mobile XML sitemap, indicate to Google Webmaster Tools
how to find this and include a link in your Robots.txt file
- Use browser redirection and redirection software on the server for
accessing the correct version for mobile or desktop

© Advanced Media Productions AdvMediaProductions.com Search Engine-friendly Web Design SEO & Search-friendly Web Design
Websites that are primarily designed for humans
with a high-level of usability and targeted
messaging
Websites developed in a way that they can be
easily and fully crawled by search engine
crawlers

© Advanced Media Productions AdvMediaProductions.com Basic Rules of Human-focused Web Design SEO & Search-friendly Web Design
Site content (messaging) in line with goals and
objectives; should be easy to read (scan)
- Consistent layout and visual appearance
- Site should be easy to navigate
High findability - Users should be able easily find
what they are looking (site search for large sites)
- Site pages should load quickly (2-4 seconds)

© Advanced Media Productions AdvMediaProductions.com Basic Rules of Search Engine-focused Web Design SEO & Search-friendly Web Design
Internal site links that search engines can follow - Avoid
Flash, dropdown menus
Implement “clean” W3C validated code with CSS coding,
external JavaScript files
- HTML site map and XML site map
- Avoid session ID’s
- No frames
Single site domain name, forwarded with 301-redirect
( website.com to www. website.com or vise-versa)

© Advanced Media Productions AdvMediaProductions.com Conclusion SEO & Search-friendly Web Design
Search has become more complex due to the
emergence of vertical search and local intent
To get the best visibility is to create a balance
between human messaging and design coupled
with deep knowledge of SEO

Advanced Media Productions (@AdvancedMedia) 888-755-5151 x17 www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Louise Rijk (@LouiseRijk) [email_address] Vice President of Sales and Marketing SEO & Search-friendly Web Design

SEO and Search-friendly Web Design

by Advanced Media Productions on Feb 11, 2011

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SEO and Search-friendly Web Design — Presentation Transcript