SEO Site Clinic, Web 2.0 Expo

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Two of Parallel Path Corporation's SEO experts present important techniques and tools for optimizing websites for improved search engine placement. For examples, they analyze two unrelated websites, cdw.com and yeticycles.com, and grade them on their SEO implementation. Bryan and Jon presented to a packed house at Web2.0 Expo, and their talk was very well received, even running 30 minutes over as people stayed through their lunch to learn more!

To learn more about Parallel Path, visit www.parallelpath.com.

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SEO Site Clinic, Web 2.0 Expo

  1. 1. Panelist:   Bryan  Boe/ger,  Co-­‐Founder  and  VP  of  Opera;ons  –  Parallel  Path   Jon  Aron,  SEO  Account  Execu;ve  –  Parallel  Path   Moderator:   Janine  Soika,  Channel  Market  Leader  –  Verio   SEO  Site  Clinic:     Do  your  Websites  Test  Posi7ve   for  SEO?  
  2. 2. About  Verio   •  Premier  web  hos;ng,  applica;on  hos;ng  and  SaaS  applica;ons   vendor   •  Financially  stable   –  Part  of  NTT  Communica;ons  (world’s  largest   telecommunica;ons  company)   •  Owns  the  data  centers  and  IP  network   •  Award-­‐winning  services   •  Highest  performance  available   •  24X7  technical  and  customer  support   •  Industry  leading  Service  Level  Agreements   •  100%  focused  on  channel  
  3. 3. viaVerio  Partner  Program   •  Via  1  Partner  Model   –  15%  recurring  commission  on  all  customer  sales   –  You  do  not  have  to  provide  monthly  billing,  technical  or   customer  support  (Verio  handles)   •  Via  3  Partner  Model   –  Allows  partners  to  purchase  our  services  at  wholesale  prices   (nearly  half  retail  pricing)   –  Resell  services  for  a  profit  to  end-­‐customers   –  You  provide  monthly  billing,  technical  and  customer  support  to   end  customers   Contact  us  at  www.viaverio.com  or  888-­‐224-­‐9346  
  4. 4.    Web  2.0  -­‐  2010   SEO  Site  Clinic  
  5. 5. ✪   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Bryan  Boe/ger   +  Founding  Partner/VP  Opera;ons   Jon  Aron   +  SEO  Account  Execu;ve  
  6. 6. ⅗   Parallel  Path   •  Analy;cally-­‐driven  online  marke;ng  specialists,   established  2005   •  16  employees,  avg.  SEM  experience  5-­‐10  years  each   •  Consistently  deliver  200%  -­‐  300%  higher  conversion   rates  than  industry  average   •  Located  in  Boulder,  CO  
  7. 7. ⏎   Parallel  Path  Services   •  Search  Engine  Op;miza;on   •  Pay-­‐Per-­‐Click   •  Landing  Page  Development   •  Affiliate  Management   •  Analy;cs  Consul;ng   •  Retarge;ng/Remarke;ng   •  Media  Buying   •  Local  Lis;ng  &  Local  SEO   •  Social  Media  Consul;ng   •  Mobile  Marke;ng  
  8. 8. Business  to  Business   Parallel  Path  Clients       Business  to  Consumer  
  9. 9. ✔   Agenda   Top  Takeaways  Overview   Example  Site  Review   Audience  Site  Review     Q&A   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  10. 10. Why  SEO?   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Depending  upon  the  ver;cal  70-­‐90%  of  users  click  on  Organic  first   PPC;  30%   SEO;  70%   **comscore  reports  92%  organic  vs  8%  Paid  
  11. 11. !  Give  Keywords  the  Respect  they  Deserve   SEO  Site  Clinic   Web  2.0  -­‐  NYC   •   Successful  SEO  Begins  with  a  Sound  Strategy   •   SEO  is  Web  Design/Development   •   Leverage  Tools  Like  Trends/Insights  
  12. 12. Internal  Assessment  +  Market  Assessment  +  Compe;;ve  Assessment   SEO  Site  Clinic   Web  2.0  -­‐  NYC   =  KEYWORDS   What’s  Working?   •   Analy;cs/Webmaster  Tools/CRM   •   Brochures  &  Data  Sheets   •   SMEs  &  Engineers   •   Focus  Groups  &  Surveys   •   Mine  PPC  –  Search  Query  Reports   •   Understand  Buying  Phrases   Analyze  Your  Market   •   Research  Trends   •   Industry  Websites,  Publica;ons,  &  Directories   •   Where  Does  Your  Target  Market     Go  Online?   •   Growing  or  Retrac;ng?   Know  Your  Compe;;on   •   Compe;tor  Keywords   •   Comparison  Tools   •   In;tle  Compe;;on   •   External  Link  Audit   •   Ranking  Reports  
  13. 13. SEO  Site  Clinic   Web  2.0  -­‐  NYC   Win  with  Video  SEO   •   Video  SEO  is  Much  Less  Compe;;ve  –  Easier  to  Rank!   •   Distribute  Everywhere  You  Can  -­‐  YouTube,  Social  Media  Sites  &  Video  Sharing  Sites     •   Create  Stand  Alone  Page  for  Each  Video   •   Use  Term  “Video”  in  Your  Op;miza;on   •   Op;mize  Video  File  &  Meta  Data  Proper;es     •   Use  Video  Sitemaps  (RSS  &  MRSS)  to  Help  Engines  Find/Index   •   Offer  a  Textual  Transcript  of  Video  Content   •   Keep  Files  in  One  Video  Directory       YouTube  is  3rd  Most  Trafficked  Site    
  14. 14. SEO  Site  Clinic   Web  2.0  -­‐  NYC   “      ”   Sculp;ng,  not  just  for  Ar;sts   •   Pay  Aven;on  to  PageRank  Distribu;on     •   Internal  Linking  Indicator  of  Page  Importance   •   Integrate  Keywords  into  Link  Text  
  15. 15. Tread  Lightly.  Code  Mavers.   SEO  Site  Clinic   Web  2.0  -­‐  NYC   •   Less  Is  More   •   Code-­‐to-­‐Content  Ra;o   •   Page  Weight/File  Size     •   Embedded  CSS,  JS,  Tables   •   Parallelize  Page  Resources   •   Minify  &  Compress  Files/Images  
  16. 16. Sample  Site  Review   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  17. 17. Site  Review  -­‐  Ye;cycles.com     SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  18. 18. Ye;cycles.com  -­‐  Keywords   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Home  Page  Title  Tag:  
  19. 19. Ye;cycles.com  –  Google  Cache   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  20. 20. Ye;cycles.com  –  Links   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  21. 21. Ye;cycles.com  –  Links   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Posi7on   Site   Links   Domain  Age   1   Trekbikes.com   169K   15  Years   2   Fisherbikes.com   49K   15  Years   3   Mongoose.com   37K   13  Years   N/A   Ye;cycles.com   31K   15  Years  
  22. 22. Ye;cycles.com  –  Conclusion   SEO  Site  Clinic   Web  2.0  -­‐  NYC   •  All  Flash  Site  w/No  Content   •  Ignored  Basic  SEO  –  Title/Meta   •  Compete  Very  Well  in  IBL’s  and  Domain  Age   •  Missing  Great  Opportunity  to  Grow  Traffic  
  23. 23. Drum  Roll…..   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  24. 24. Site  Review  –  CDW.com     SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  25. 25. CDW.com  -­‐  Keywords   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Home  Page  Title  Tag:   Rank   Compe;;on   Keyword   Rank   Pages  Indexed   in7tle  Comp.   IT  Services   Not  in  top  100   1,340,000,000   245,000   IT  Products   Not  in  top  100   1,540,000,000   18,400  
  26. 26. CDW.com  –  Informa;on  Architecture   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  27. 27. CDW.com  –  Page  Speed/Crawlability   SEO  Site  Clinic   Web  2.0  -­‐  NYC   Lots  of  Excess  Code   •   Embedded  Scrip;ng   •   Tables   •   Page  Weight:  500kB   •   Code-­‐to-­‐Content  Ra;o  Is  Poor   •   Crawlability  is  Poor   •   Heavy  Code  &  Large  File  Size  Hinders  Crawling  
  28. 28. CDW.com  –  URL’s   SEO  Site  Clinic   Web  2.0  -­‐  NYC   First  Level   Second  Level   Third  Level  
  29. 29. CDW.com  –  Content  >  Duplicate  Content   SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  30. 30. CDW.com  –  Content  >  Keyword  Density   SEO  Site  Clinic   Web  2.0  -­‐  NYC   IT    Services  IT  Products  
  31. 31. CDW.com  –  Content  >  Heading  Tags   SEO  Site  Clinic   Web  2.0  -­‐  NYC   <h3>  =  17   <h4>  =  6   <h1>  =  0   <h2>  =  0  
  32. 32. CDW.com  –  IP   SEO  Site  Clinic   Web  2.0  -­‐  NYC   73  Domains     sharing  the  same   IP  Address  
  33. 33. CDW.com  –  Links   SEO  Site  Clinic   Web  2.0  -­‐  NYC   •   193,589  external  links  to   this  page   •   377  links  on  this  page  
  34. 34. The  Verdict…..     SEO  Site  Clinic   Web  2.0  -­‐  NYC  
  35. 35. Contact  Informa;on   Bryan  Boe/ger   +  Founding  Partner/VP  Opera;ons    bryan@parallelpath.com   Jon  Aron   +  SEO  Account  Execu;ve    jon@parallelpath.com  
  36. 36. QUESTIONS?   Interested  in  becoming  a  viaVerio  Partner?   Visit  our  booth  (#136)  or  www.viaverio.com.  

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