MORCon 2011 Presentation: Website Analysis & SEO Best Practices
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MORCon 2011 Presentation: Website Analysis & SEO Best Practices

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my presentation on Website Analysis and SEO Best Practices during the 2011 Mastering Online Ranking Conference (MORCon) held at UP Diliman, Quezon City, Philippines.

my presentation on Website Analysis and SEO Best Practices during the 2011 Mastering Online Ranking Conference (MORCon) held at UP Diliman, Quezon City, Philippines.

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  • Best practices – SEO or online marketing practices that works MOST of the time.
  • Search Engine Friendliness – search engine indexing and crawlabilityWebsite Usability - ease of use on a website by its visitorsLink Popularity – off-page optimizationBrand Engagement – social media

MORCon 2011 Presentation: Website Analysis & SEO Best Practices Presentation Transcript

  • 1. WEBSITE ANALYSIS & SEO BEST PRACTICES
  • 2. Introduction sheiladelapena.com • Pamantasan ng Lungsod ng Maynila (PLM) graduate; • was Customer Escalations Specialist; • worked as a Strategic Communications officer; • Creative and Advertising head, Lobbyist.biz; • Social Media Analyst for a brand intelligence company; • Online Marketing Junior Manager, DirectWithHotels
  • 3. Google Search Position Value Position Impressions Percentage 1 2,834,806 34.35% 2 1,399,502 16.96% In order to find out the 3 942,706 11.42% value of SEO, Chitika looked at a sample of 4 638,106 7.73% traffic coming into their 5 510,721 6.19% advertising network from Google and broke 6 416,887 5.05% it down by Google results placement. 7 331,500 4.02% 8 286,118 3.47% Numbers are based on a sample of 8,253,240 9 235,197 2.85% impressions across the Chitika advertising 10 223,320 2.71% network in May, 2010.
  • 4. What is a Website Audit? An analysis of a website base on online marketing best practices.Disclaimer:By best practices, we mean activities that work MOST of the times.
  • 5. Audit Types According to Focus Actionable Audit • Focuses on one’s own web assets to identify one’s strengths, weaknesses, opportunities and threats. Competitive Audit • Focuses on main competitor’s web asset to provide both the defensive and offensive context for SWOT analysis. • SemRush online tool that can get Google organic and Adwords keywords, see competitors SE and Adwords traffic estimates and find hidden keywords.
  • 6. Website Audit Key Areas  Search Engine Friendliness  Website Usability  Link Popularity  Brand Engagement
  • 7. Search Engine Friendliness Is the website built on flash or iframes? Is the website using a content management system? If so, what content management system is being used? Chrome Sniffer tool to check CMS platform used by a website. Is the website using inline CSS or javascript? Is the website using dynamic URLs? Example of a dynamic URL: http://code.google.com/p/google-checkout-php-sample-code/issues/detail?id=31
  • 8. Search Engine Friendliness Does the website have 404 redirects for missing pages? Does the website properly redirect to canonicalize pages and prevent duplicates?  www to non-www (or vice versa)  main page to www or non-www Is the website verified to [Google, Yahoo!, Bing] websmaster tools ? Does the website has robots.txt Does the website has xml sitemaps? Does the website use external CSS and javascripts?
  • 9. Search Engine Friendliness Are your keywords present in the • Page Titles (unique and has 70 characters including spaces) • Meta Description (unique and has 150 to 160 characters including spaces) • Meta Keywords • Anchor texts • Headings <H1>, <H2>, <H3> • <alt> tags • Body text • URL Does your website copy use semantically relevant terms? Are the page titles and descriptions unique and describe the web page properly?
  • 10. Website Usability Does the page load at a reasonable speed? Google Page Speed Online analyzes the content of a web page, then generates suggestions to make that page faster.
  • 11. Link Popularity Does the website have backlinks? Does the website have internal links? Are the backlinks from related websites? Are the backlinks from authority websites?
  • 12. Website Usability Does the website have clear and logical navigation? User sitemap is provided for large, complex websites? User can cancel any operation? Does the website support most browsers? Importance of information is given priority? Is there a confirmation page provided, when needed? Are transcripts of audio files or proper captions provided? Are there plugins that need to be downloaded to load the entire page?
  • 13. Brand Engagement Does the website have social media presence? How big is the brand’s social network? How engaged is the brand with the network.
  • 14. MARAMING SALAMAT PO!“Define your KPI’s and measure your results.”