SEO and Search-friendly Web Design

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Louise Rijk of Advanced Media Productions shares information and tips about Search Marketing and Search-friendly Web Design.

Louise Rijk of Advanced Media Productions shares information and tips about Search Marketing and Search-friendly Web Design.

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  • 1. © Advanced Media Productions AdvMediaProductions.com SEO & Search-friendly Web Design Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
  • 2. © Advanced Media Productions AdvMediaProductions.com Agenda 1. Search & SEO 2. Search Engine-friendly Web Design SEO & Search-friendly Web Design
  • 3. © Advanced Media Productions AdvMediaProductions.com Search & SEO Part 1 SEO & Search-friendly Web Design
  • 4. © Advanced Media Productions AdvMediaProductions.com The 10 Blue Lines SEO & Search-friendly Web Design Organic or Natural Search Results - 2007
  • 5. © 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-
  • 6. © 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
  • 7. © 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
    SEO & Search-friendly Web Design
  • 8. © 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.
  • 9. © 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
  • 10. © 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)
    SEO & Search-friendly Web Design
  • 11. © 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
    SEO & Search-friendly Web Design
  • 12. © 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
  • 13. © 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.’
  • 14. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Search SEO & Search-friendly Web Design Twitter Search Tip - Relevant keywords in the Tweets
  • 15. © 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)
  • 16. © Advanced Media Productions AdvMediaProductions.com Local Search
    • “ Triggered” by Search Queries with a Local
    • Intent
    • Organic or Algorithmic and PPC
    SEO & Search-friendly Web Design
  • 17. © 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
  • 18. © 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
  • 19. © Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google Maps – Local Organic Map Results Sponsored Advertising Google Place Tags SEO & Search-friendly Web Design
  • 20. © Advanced Media Productions AdvMediaProductions.com Google Maps – Local Organic Map Results Organic Results (Infobox) No Link SEO & Search-friendly Web Design
  • 21. © 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
  • 22. 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
  • 23. 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
  • 24. © 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
  • 25. © Advanced Media Productions AdvMediaProductions.com Search-friendly Web Design Part 2 SEO & Search-friendly Web Design
  • 26. © 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
  • 27. © 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)
  • 28. © 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)
  • 29. © 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
  • 30. 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