© Advanced Media Productions AdvMediaProductions.com SEO & Search-friendly Web Design Louise Rijk Vice President of Market...
© Advanced Media Productions AdvMediaProductions.com Agenda 1. Search & SEO 2. Search Engine-friendly Web Design SEO & Sea...
© Advanced Media Productions AdvMediaProductions.com Search & SEO Part 1 SEO & Search-friendly Web Design
© Advanced Media Productions AdvMediaProductions.com The 10 Blue Lines SEO & Search-friendly Web Design Organic or Natural...
© Advanced Media Productions AdvMediaProductions.com E-Mail  Marketing Search Engine Marketing Affiliate  Marketing Websit...
© Advanced Media Productions AdvMediaProductions.com Major Trends in Organic Search <ul><li>Two search technologies: Googl...
© Advanced Media Productions AdvMediaProductions.com “ Types” of Search <ul><li>- Traditional Organic / Algorithmic Search...
© Advanced Media Productions AdvMediaProductions.com Instant Search SEO & Search-friendly Web Design Instant Search Tip - ...
© Advanced Media Productions AdvMediaProductions.com Instant Preview SEO & Search-friendly Web Design Instant Preview Tips...
© Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results <ul><...
© Advanced Media Productions AdvMediaProductions.com Image Search <ul><li>Image SEO Search Tips </li></ul><ul><li>Keyword-...
© Advanced Media Productions AdvMediaProductions.com Video Search Crawled Results YouTube Results <ul><li>Video SEO Search...
© Advanced Media Productions AdvMediaProductions.com Shopping Search SEO & Search-friendly Web Design <ul><li>Shopping SEO...
© Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Search SEO & Search-friendly Web Des...
© Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Real-time Google Search Real-time Results SE...
© Advanced Media Productions AdvMediaProductions.com Local Search <ul><li>“ Triggered” by Search Queries with a Local  </l...
© Advanced Media Productions AdvMediaProductions.com Google.com – Local Organic Web Results Local Place Page Results Local...
© Advanced Media Productions AdvMediaProductions.com Google.com – Local Organic Web Results Results Without Geographic Mod...
© Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google Maps – Local Organic Map Results ...
© Advanced Media Productions AdvMediaProductions.com Google Maps – Local Organic Map Results Organic Results (Infobox) No ...
© Advanced Media Productions AdvMediaProductions.com <ul><li>How To Optimize for Google Maps Organic Listings </li></ul><u...
Mobile Search <ul><li>- “On-Deck” and “Off-Deck” Search Services </li></ul><ul><ul><li>- Built-in the Carrier Search (Yaho...
Search Term Google News Results Sponsored Search Results Google Map Results Sponsored Search Results Google Map Results © ...
© Advanced Media Productions AdvMediaProductions.com How to Optimize for Mobile Search SEO & Search-friendly Web Design <u...
© Advanced Media Productions AdvMediaProductions.com Search-friendly Web Design Part 2 SEO & Search-friendly Web Design
© Advanced Media Productions AdvMediaProductions.com Search Engine-friendly Web Design SEO & Search-friendly Web Design <u...
© Advanced Media Productions AdvMediaProductions.com Basic Rules of Human-focused Web Design SEO & Search-friendly Web Des...
© Advanced Media Productions AdvMediaProductions.com Basic Rules of Search Engine-focused Web Design SEO & Search-friendly...
© Advanced Media Productions AdvMediaProductions.com Conclusion SEO & Search-friendly Web Design <ul><li>Search has become...
Advanced Media Productions  (@AdvancedMedia) 888-755-5151 x17 www.AdvMediaProductions.com © Advanced Media Productions Adv...
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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.

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Transcript of "SEO and Search-friendly Web Design"

  1. 1. © Advanced Media Productions AdvMediaProductions.com SEO & Search-friendly Web Design Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
  2. 2. © Advanced Media Productions AdvMediaProductions.com Agenda 1. Search & SEO 2. Search Engine-friendly Web Design SEO & Search-friendly Web Design
  3. 3. © Advanced Media Productions AdvMediaProductions.com Search & SEO Part 1 SEO & Search-friendly Web Design
  4. 4. © Advanced Media Productions AdvMediaProductions.com The 10 Blue Lines SEO & Search-friendly Web Design Organic or Natural Search Results - 2007
  5. 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. 6. © Advanced Media Productions AdvMediaProductions.com Major Trends in Organic Search <ul><li>Two search technologies: Google and Bing </li></ul><ul><li>Auto localization (Google) </li></ul><ul><li>Instant search (Google) </li></ul><ul><li>Social signals for ranking (Google, Bing) </li></ul><ul><li>Instant preview </li></ul>SEO & Search-friendly Web Design
  7. 7. © Advanced Media Productions AdvMediaProductions.com “ Types” of Search <ul><li>- Traditional Organic / Algorithmic Search – Desktop & Mobile </li></ul><ul><li>- Blended search/Universal, personalized and local search </li></ul><ul><li>- Vertical Organic Search </li></ul><ul><li>- Image search, video search, shopping search, news search, blog search </li></ul><ul><li>Organic Real-time Search </li></ul><ul><ul><ul><li>Twitter Search </li></ul></ul></ul><ul><ul><ul><li>Real-time results in Google/Bing </li></ul></ul></ul><ul><li>- Social Search </li></ul><ul><ul><ul><li>Quora, Aardvark, ChaCha </li></ul></ul></ul><ul><li>- Paid Search </li></ul><ul><li>- National and local PPC – Microsoft adCenter, Google AdWords </li></ul><ul><li>- Tag Advertising - Google Places Page Tags & Yext Tags </li></ul>SEO & Search-friendly Web Design
  8. 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. 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. 10. © Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results <ul><li>Universal SEO Search Tips </li></ul><ul><li>- Relevant target keyword in the copy, headlines and sub-heads </li></ul><ul><li>- Unique keyword-rich page titles and meta tag descriptions </li></ul><ul><li>- Keywords in internal link anchor text </li></ul><ul><li>- Quality, authoritative and trusted inbound links </li></ul><ul><li>Avoid Flash </li></ul><ul><li>Create social media signals (Twitter & Facebook) </li></ul>SEO & Search-friendly Web Design
  11. 11. © Advanced Media Productions AdvMediaProductions.com Image Search <ul><li>Image SEO Search Tips </li></ul><ul><li>Keyword-rich file names and ALT tags </li></ul><ul><li>Surround images with keyword-rich content and give an appropriate keyword-rich caption </li></ul><ul><li>Targeted keyword(s) in the URL of the page </li></ul><ul><li>High quality .jpg, .png and .gif images </li></ul><ul><li>Make use of an image sitemap </li></ul>SEO & Search-friendly Web Design
  12. 12. © Advanced Media Productions AdvMediaProductions.com Video Search Crawled Results YouTube Results <ul><li>Video SEO Search Tips </li></ul><ul><li>If possible, create unique page with unique, keyword-rich file name and URL for each video </li></ul><ul><li>Keyword-rich page titles and descriptions </li></ul><ul><li>Optimize the content around the video </li></ul><ul><li>Utilize video tags where possible </li></ul><ul><li>Make use of a video sitemap </li></ul>YouTube Results YouTube Results SEO & Search-friendly Web Design
  13. 13. © Advanced Media Productions AdvMediaProductions.com Shopping Search SEO & Search-friendly Web Design <ul><li>Shopping SEO Search Tips </li></ul><ul><li>Keyword-optimized product descriptions </li></ul><ul><li>Optimize product titles and product descriptions with relevant </li></ul><ul><li>keywords, including, manufacturer part numbers, for instance. </li></ul><ul><li>High quality product images </li></ul><ul><li>Include high quality images to make a good impression and to </li></ul><ul><li>ensure the shoppers are seeing a clear picture of the products </li></ul><ul><li>Use Google’s Product Type </li></ul><ul><li>Assigning categories based on the unique category taxonomy </li></ul><ul><li>of Google Product Search’s values will both classify the </li></ul><ul><li>products in the correct departments and enhance the product </li></ul><ul><li>rankings. </li></ul><ul><li>Feed submission </li></ul><ul><li>Submit the product feed often. Google Product Search likes </li></ul><ul><li>receiving fresh, updated feeds, and it will remove the feed </li></ul><ul><li>when it is not regularly updated. </li></ul><ul><li>Shipping and tax information </li></ul><ul><li>- Include shipping and tax information in the product feed. </li></ul><ul><li>Embed promotions in the product feed </li></ul><ul><li>Add free shipping promotions and promote those in the feed. </li></ul><ul><li>Shoppers on Google Products Search have the ability to show </li></ul><ul><li>items with only those certain attributes, giving consumers a </li></ul><ul><li>real competitive advantage </li></ul><ul><li>Make sure to complete all required fields. </li></ul><ul><li>Google recently made ‘Condition’ a required field that must </li></ul><ul><li>be populated with ‘New,’ ‘Used’ or ‘Refurbished.’ </li></ul>
  14. 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. 15. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Real-time Google Search Real-time Results SEO & Search-friendly Web Design <ul><li>Organic Real-time Search Tip </li></ul><ul><li>Relevant keywords in the Tweets </li></ul><ul><li>Build a follower base of authoritative followers (quality is better than quantity) </li></ul>
  16. 16. © Advanced Media Productions AdvMediaProductions.com Local Search <ul><li>“ Triggered” by Search Queries with a Local </li></ul><ul><li>Intent </li></ul><ul><li>Organic or Algorithmic and PPC </li></ul>SEO & Search-friendly Web Design
  17. 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. 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. 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. 20. © Advanced Media Productions AdvMediaProductions.com Google Maps – Local Organic Map Results Organic Results (Infobox) No Link SEO & Search-friendly Web Design
  21. 21. © Advanced Media Productions AdvMediaProductions.com <ul><li>How To Optimize for Google Maps Organic Listings </li></ul><ul><ul><li>Presence of a business Place Page at the Google Local </li></ul></ul><ul><ul><li>Business Center </li></ul></ul><ul><ul><li>- Positive reviews and the numbers of reviews </li></ul></ul><ul><ul><li>Relevant locality and neighborhood keywords in the business </li></ul></ul><ul><ul><li>name and copy of the local business listing </li></ul></ul><ul><ul><li>Proximity of the business location to the city and/or center of </li></ul></ul><ul><ul><li>the city </li></ul></ul><ul><ul><li>Number of “local” links pointing to the web site </li></ul></ul><ul><ul><li>Overall web site organic search engine optimization status </li></ul></ul><ul><ul><ul><li>Site architecture, navigation, code, internal linking, page load speeds </li></ul></ul></ul>Google – Local Organic Map Results SEO & Search-friendly Web Design
  22. 22. Mobile Search <ul><li>- “On-Deck” and “Off-Deck” Search Services </li></ul><ul><ul><li>- Built-in the Carrier Search (Yahoo, Bing [Verizon], Google) </li></ul></ul><ul><ul><li>- Web Access (Browser – Google, Yahoo, Bing, others) </li></ul></ul>© Advanced Media Productions AdvMediaProductions.com SEO & Search-friendly Web Design
  23. 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. 24. © Advanced Media Productions AdvMediaProductions.com How to Optimize for Mobile Search SEO & Search-friendly Web Design <ul><li>- Build a new mobile web site or use existing desktop web site with mobile </li></ul><ul><li>reformatting CSS style sheets (separate style sheets for Android and </li></ul><ul><li>iPhone) </li></ul><ul><li>- Mobile users search differently then PC desktop users so special mobile </li></ul><ul><li>keywords research is required - Use Google mobile keyword tool </li></ul><ul><li>  </li></ul><ul><li>- Follow traditional desktop SEO best practices for mobile SEO </li></ul><ul><li>- Title tags, heading tags, alt tags, content keyword optimization, code </li></ul><ul><li>optimization, link building, crawler accessibility </li></ul><ul><li>- Conform to the W3C standards with strict XHTML code and CSS </li></ul><ul><li>Include a mobile XML sitemap, indicate to Google Webmaster Tools </li></ul><ul><li>how to find this and include a link in your Robots.txt file </li></ul><ul><li>- Use browser redirection and redirection software on the server for </li></ul><ul><li>accessing the correct version for mobile or desktop </li></ul>
  25. 25. © Advanced Media Productions AdvMediaProductions.com Search-friendly Web Design Part 2 SEO & Search-friendly Web Design
  26. 26. © Advanced Media Productions AdvMediaProductions.com Search Engine-friendly Web Design SEO & Search-friendly Web Design <ul><li>Websites that are primarily designed for humans </li></ul><ul><li>with a high-level of usability and targeted </li></ul><ul><li>messaging </li></ul><ul><li>Websites developed in a way that they can be </li></ul><ul><li>easily and fully crawled by search engine </li></ul><ul><li>crawlers </li></ul>
  27. 27. © Advanced Media Productions AdvMediaProductions.com Basic Rules of Human-focused Web Design SEO & Search-friendly Web Design <ul><li>Site content (messaging) in line with goals and </li></ul><ul><li>objectives; should be easy to read (scan) </li></ul><ul><li>- Consistent layout and visual appearance </li></ul><ul><li>- Site should be easy to navigate </li></ul><ul><li>High findability - Users should be able easily find </li></ul><ul><li>what they are looking (site search for large sites) </li></ul><ul><li>- Site pages should load quickly (2-4 seconds) </li></ul>
  28. 28. © Advanced Media Productions AdvMediaProductions.com Basic Rules of Search Engine-focused Web Design SEO & Search-friendly Web Design <ul><li>Internal site links that search engines can follow - Avoid </li></ul><ul><li>Flash, dropdown menus </li></ul><ul><li>Implement “clean” W3C validated code with CSS coding, </li></ul><ul><li>external JavaScript files </li></ul><ul><li>- HTML site map and XML site map </li></ul><ul><li>- Avoid session ID’s </li></ul><ul><li>- No frames </li></ul><ul><li>Single site domain name, forwarded with 301-redirect </li></ul><ul><li>( website.com to www. website.com or vise-versa) </li></ul>
  29. 29. © Advanced Media Productions AdvMediaProductions.com Conclusion SEO & Search-friendly Web Design <ul><li>Search has become more complex due to the </li></ul><ul><li>emergence of vertical search and local intent </li></ul><ul><li>To get the best visibility is to create a balance </li></ul><ul><li>between human messaging and design coupled </li></ul><ul><li>with deep knowledge of SEO </li></ul>
  30. 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
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