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Some Practical Matters
Yes! Just email
seo@webmarketing123.com
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3
Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
4. @webmarketing123 #123webinar
ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
Converting online visibility into
measurable business results
#9 FASTEST GROWING
COMPANY IN BAY AREA
A few of our clients:
SEO | PPC | Social Media | Website Design
5. @webmarketing123 #123webinar
1 Why even bother with SEO during redesign?
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for Visitors
6 Critical Steps to Website Redesign
6. @webmarketing123 #123webinar
Buyers are moving 60-70% of the way through the sales funnel before
they engage directly with sales representatives.
Shift in how your audience finds you!
Why bother W/ SEO?
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
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This can lead to:
1) Expensive site design changes that could have been easily
implemented during the design process.
2) Missed conversion rate best practices, i.e. call to action
placement and tracking issues
3) Not taking into account what keywords your audience is
actually searching for and using internal jargon
Website owners often wait until after their site is
redesigned and launched before getting a SEO
expert involved.
Don’t Wait!
Why bother W/ SEO?
10. @webmarketing123 #123webinar
You’re already ranking for some
keywords. Make sure you take those
rankings with you.
Establish a baseline of where your site
ranks today for your keywords
To-do list
Why bother W/ SEO?
12. @webmarketing123 #123webinar
• Are URLs changing?
Ex: www.mysite.com/about to www.mysite.com/aboutus
• Are you adding or removing pages?
Ex: altering or adding products and services
• Managing your inbound links
Things to consider:
Why bother W/ SEO?
14. @webmarketing123 #123webinar
• Does my old page pass on 100% of the value to the new
page?
• How long will it take search engines to recognize this move?
• When to use a 301 vs. a 302?
• ‘Map’ old URLs to corresponding New URLs
301 Redirect FAQs
Why bother W/ SEO?
15. @webmarketing123 #123webinar
1 Why even bother with SEO during redesign?
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
17. @webmarketing123 #123webinar
Men’s Shoes
Women’s Shoes
Kids’ Shoes
Women’s Boots
1. Thematically group pages around keywords.
2. Link pages within the same groups to further strengthen the theme.
3. Reduce the click-depth required to reach the majority of your site’s
pages.
Create Your Keyword Roadmap
18. @webmarketing123 #123webinar
Take this opportunity to generate targeted
content
Use Google analytics (or other web analytics provider) to determine
what keyword phrases brought significant targeted traffic to your site
by keyword and which phrases resulted in conversions.
Use Google Webmaster Tools to get information about the keyword
phrases for which your site is being found such as impressions (how
many times a page on your site appeared in a search result for a
keyword phrase) and click-throughs (Webmaster Tools / Your Site on
the web / Search queries).
Create Your Keyword Roadmap
19. @webmarketing123 #123webinar
Create Your Keyword Roadmap
- Really helpful for content writers, taking into account what your audience is ACTUALLY searching on.
- Identifies missed opportunity themes
- Gets everyone on the same page
- Needs to be updated
20. @webmarketing123 #123webinar
1 Why even bother with SEO during redesign?
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
21. @webmarketing123 #123webinar
Bing: “We do look at the social authority of a user”.
Google: “Yes we do compute and use author quality as a signal.”
From Danny Sullivan’s Dec 2010 Q & A with Google & Bing
Social Media mentions and sentiment are
affecting organic rankings more and more
Just as Google’s Pagerank measures how authoritative a web page is deemed
to be, search engines also calculate the social authority of people, and give more
or less value to social media mentions.
Social signals become increasingly influential in organic search results, as
Google & Bing increasingly seek to deliver fresh or recent results.
Include Social Signals
24. @webmarketing123 #123webinar
Google Authorship is a way to
verify content!
Include Social Signals
5 step Process:
- Create G+ profile for author
- Create Alternate email address*
- Add Blog URL to G+ profile
- Insert G+ profile URL in blog posts (rel=author)
- Verify that its working via WMT
25. @webmarketing123 #123webinar
1 Why even bother with SEO during redesign?
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
27. @webmarketing123 #123webinar
Use a modern content management system
(CMS) that allows for customization of posts,
and content creation by many users.
50%+
9%+
7%+
% of top million websites using a CMS, Source: W3Techs.com
Select the Right CMS
28. @webmarketing123 #123webinar
1. Page Titles
2. Meta Content
Title, Description, Keywords
3. Headers – H1, H2
4. Content modifications
5. Alt Tags for Images
SEO elements should be customizable:
6. Title Tags for Links
7. Footers
(footers specific to individual page/set of
pages)
8. Internal Links
(add/modify anchor text)
9. Page URLs
10. SEO Friendly Breadcrumbs
Make sure your CMS is SEO and user
friendly
Select the Right CMS
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<meta name="description" content="Free shipping BOTH ways on
shoes, clothing, and more! 365-day return policy, over 1000
brands, 24/7 friendly customer service. 1-800-927-7671" />
MetaText
<title>Shoes, Clothing, and More | Zappos.com </title>Page Titles
Select the Right CMS
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Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke
Digital-Multimeter
Content
Internal
Links
URL
Image ALT Tags
Inbound
Links
Examples Of SEO Elements
Select the Right CMS
33. @webmarketing123 #123webinar
1 Why even bother with SEO during redesign?
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
34. @webmarketing123 #123webinar
Create a clear path from
attraction to conversion
There are three simple questions users subconsciously ask when they
arrive on your page. Your website must have an answer to:
1. Where am I?
2. What can I do here?
3. Why should I do it?
New visitors must have answers to the first
two crucial questions during the initial seven
seconds they spend on your site.
After that, every element of every page must
answer the third key question
Is your conversion
rate less than 1%
Clarify your Call to Action
38. @webmarketing123 #123webinar
Recap / To-Do List
1. Talk to an SEO Expert
2. Incorporate SEO proactively
3. Select an SEO friendly CMS
4. Don’t lose the rankings you already have
5. Know your Sales Funnel!!!
39. @webmarketing123 #123webinar
webmarketing123.com
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
Email me for a Consultation:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
We invite you to…
Mike.t@webmarketing123.com
Facetime with an
SEO Expert – ft. Live
Website Analyses
NEXT WEEK’S WEBINAR:
Tues.
12/18
