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Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last
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Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last

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SEO technical and editorial factors hindering ecommerce website rankings.

SEO technical and editorial factors hindering ecommerce website rankings.

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  • 1. Session  Title  Presenter’s  Name  
  • 2. @marketinglandSEO Success Thats Built To LastSpeaker: Paul J BruemmerManaging Partner, PB Communications LLCEnterprise SEO for Store LocatorsIndustry Columnist & SpeakerEducational Curriculum DevelopmentPhone: 619-517-5127Email: pbruemmer@pbcommunicationsllc.com
  • 3. @marketinglandIncreased Organic Search channel revenue 100-150% year-over-yearBuilt client Organic Search revenues from under $50 million to $250 million annuallyIncreased website sales in Organic Search revenue 10X, $35,000/day to $350,000/dayProvided a 600:1 revenue-to-spend ROI for client 10X growthImproved return on Organic Search costs with $75:1 revenue to spend ratioCreated new revenue streams for Interactive AgenciesAdvance Auto Parts - AT & T WorldNet - Bell South - Dockers/Levi Strauss – GMGoodwrench – HBOHerbalife International – Intuit - IRS.com – LexisNexis - McGraw-Hill Bookstore - Medseek - Mercedes BenzMetropolitan Life - Nescafés Big Break – Novartis - Office.com - Overstock.com - Prentice-Hall PublishingPrice Waterhouse LLC - Purdue University - RadioShack/Tandy - Samsung Corporation - Sony Music (Epic)St. Ives Laboratories - United Media – ValueClick - Warner Brothers – WorldAtlas.com
  • 4. @marketinglandDUPLICATE TITLE TAGS: Search engines use the title of a page tohelp decide what the page is about, so an easy way to improve yourSEO is to make sure all of your important pages have uniqueand descriptive titles. 1,388 pages share 99 titles
  • 5. @marketinglandMISSING TITLE TAGS: Make sure that the important pages on yoursite have a unique title that reflects the content of that page. 2 pages have missing titlesLONG TITLE TAGS: Make sure that the important pages on yoursite have titles that are 65 (or fewer) characters long. 100 pages have long titles
  • 6. @marketinglandMULTIPLE TITLE TAGS: Search engines use the title of a page tohelp decide what the page is about, so an easy way to improve yourSEO is to make sure all of your important pages have uniqueand descriptive titles. 10 pages have multiple titles
  • 7. @marketinglandHOSTNAME: Many websites allow for users to visit them throughboth http://domain.com and http://www.domain.com. Most searchengines treat these as separate hosts, so it is important to haveone redirect to the other or you risk splitting your Page Rankacross the two versions of your site. Both resolve to one
  • 8. @marketinglandREACHABILITY: A well structured, well linked site makes it easy foryour visitors and for search engine crawlers to find what they arelooking for. Deeply nested pages or, worse, those with no links at allmay be evaluated as unimportant by search engines. 104 pages hard to find
  • 9. @marketinglandANCHOR TEXT: Search engines use anchor text to help decidewhat the page linked to is about. So every link on your site shouldhave descriptive, keyword rich anchor text that describes thedestination page. 9,097 pages need quality anchor text
  • 10. @marketinglandBROKEN LINKS: A broken link on your website undermines theuser experience, wastes the resources of search engine crawlers,and can affect your placement in search engines. 630 pages with broken links
  • 11. @marketinglandDEAD END PAGES: Dead end pages — pages with no links onthem — require a visitor to click the back button in order to stay onyour website. You should make it as easy as possible for visitors tostay on your site. No dead end pages foundREDIRECTS: Redirecting too many of your sites pages to otherpages wastes crawler resources and may result in a smaller numberof pages being crawled. No pages were temporary redirected
  • 12. @marketinglandPAGE NOT FOUND: A good Page Not Found error page lets yourvisitors know that the page does not exist, navigates them back intoyour site, and helps them find what they were looking for. A gooderror page also lets search engine crawlers know that the page doesnot exist so they can avoid indexing its content and potentiallysending traffic to a non-existent page. We looked for a page that does not exist, such as www.domain.com/asdfg. This page returned a 403 code and had 0 links back to your site.
  • 13. @marketinglandLONG URLs: Most search engines display URLs in search results.If an URL is too long, people doing searches will see a truncatedversion and you might miss an opportunity to get them to click. Inaddition, shorter URLs are easier for users to share on socialservices such as Twitter and Facebook. No long URLs foundSERVER ERRORS: Server errors indicate major problems with thecontent of your site. 0 pages returned server errors
  • 14. @marketinglandDUPLICATE CONTENT: Duplicate content across different URLs onyour website leads to poor placement in search results.Search engine crawlers follow links, capture content, and attempt toindex all known URLs on your site. When multiple URLs serve thesame page, search engines waste resources collecting andprocessing identical content. They may also penalize placementof your pages in search results. Common types of duplicate pagesare printable or text-only versions of the main page, or redirects tologin pages intended for your sites visitors that also return a "Youmust log in" page to crawlers. 7 pages have duplicate content
  • 15. @marketinglandDUPLICATE CONTENT: Duplicate content across different URLs onyour website leads to poor placement in search results.
  • 16. @marketinglandDUPLICATE CONTENT: Duplicate content across different URLs onyour website leads to poor placement in search results.
  • 17. @marketinglandDUPLICATE META DESCRIPTIONS: Duplicate meta descriptionsfor multiple URLs on your website can reduce traffic from searchengines. Give each page of your website a meta description reflectsthe content of that page. 4,007 pages share meta descriptions
  • 18. @marketinglandTOO MANY LINKS: Putting too many links on a given page maynegatively impact how search engines assess the quality of thepage, and can make your site harder to navigate.
  • 19. @marketinglandROBOTS.TXT: A robots.txt file can be used to restrict access bycrawlers to your entire website or to areas of your website. Properlyused, the robots.txt file prevents search engines from indexingcontact forms, duplicate content, and other pages of your sitethat shouldnt be indexed. However, a mis-configured robots.txt filecan prevent search engines from indexing valuable content. No major crawlers blocked
  • 20. @marketinglandSession IDs: Search engine crawlers may have troubleunderstanding session ID parameters in URLs. As a result, siteswhich use session ID URL parameters may suffer from a lowerranking in search results.Insecure Forms: Forms on your website used for logins or sensitiveinformation should be accessed through a secure connection (https).Visitors submitting unsecured forms on your website may have theiremails, passwords, and other sensitive information intercepted byothers.
  • 21. @marketinglandINSECURE META INFORMATION: Insecure meta tags on yourwebsite provide information about your websites underlyingsoftware. This information could aid malicious users in compromisingor disrupting your website.LINKS FROM TOP SITES: At the time of this report, your site hadlinks from 1,059 of the top 100,000 sites. Compared to sites ofsimilar rank, yours is in the 93rd percentile with respect to thenumber of inbound links from popular sites. This will likely help yoursearch engine placement significantly.
  • 22. @marketinglandSEARCH ENGINE MARKETING: The table below shows queriesthat provide opportunities for domain.com to advertise throughSearch Engine Marketing (SEM) to get more traffic. They arepopular queries that are relevant to the site, and have lowcompetition in search engine marketing. Try Using Moz and Google Keyword Tool
  • 23. @marketinglandINBOUND LINKS: Search engines include the link structure amongtheir criteria for determining which pages on your site are mostimportant.
  • 24. @marketinglandLOW WORD COUNT: Pages with little or no text content oftenreceive poor placement in search results. 4,679 pages have little or no text content
  • 25. @marketinglandIMAGE DESCRIPTIONS: Including descriptions for the images onyour pages can assist search engines with indexing your sites non-text content. 8,679 pages have images with missing alt attributes
  • 26. @marketinglandSPEED ANALYSIS: The speed at which your web pages loadaffect the user experience, conversion rates, and the number ofpages that search engine crawlers will download from your site.Google has also announced that they use page load speeds in theirranking algorithms.
  • 27. @marketinglandWEB ANALYTICS: A web analytics solution can tell you exactly howpeople are interacting with your site and help you increase yourconversions and ROI. It is important, however, to make sure thatevery page on your site contains an analytics tag. If you do notcurrently track your traffic using a web analytics solution, you should. 105 pages missing analytics tags
  • 28. @marketinglandSOCIAL SHARING: Page rank is based on the historic link structureof the web, and so search engines are turning to links sharedsocially to help decide if something is relevant. It is a good ideato make your pages as easy to share as possible on services suchas Facebook and Twitter. 9,045 pages missing Google Plus tags
  • 29. @marketinglandEveryone is doing SEO – it’s a crowded space
  • 30. @marketinglandSEO has changed – you must make good decisions
  • 31. @marketinglandIf you want to have fun and live to talk about it…you’vegot to do the work, you’re going to need the next 10 slides
  • 32. @marketingland THE NEW META DATA Vocabularies and Syntax for Structured DataSending detailed information about the meaning of your page content go to search enginesand other data consumers in a way that can be easily processed by computers. Source: http://tinyurl.com/9be6hwx Vocabularies Syntax These are two, there are many more These are the most popular microdata Semantic Markup
  • 33. @marketingland
  • 34. @marketingland Reviews- item reviewed, review body, review rating
  • 35. @marketingland Aggregate Ratings- item reviewed, rating count, review count
  • 36. @marketingland Web pages - breadcrumbs, is part of, last reviewed (date), main content of page, primary image of page, related link (to other related webpages), reviewed by, significant link (internal linking), specialty (category).
  • 37. @marketingland Products- aggregate rating (review stars), brand, color, GTIN (global trade item number), item specific (height, width, weight), accessory, consumable, is related to (point to different product related), item condition, logo, manufacturer, model, MPN (manufacturer part number), product ID (ISDN), release date, review, SKU.
  • 38. @marketingland Product Offers- accepted payment method, add-on offer, advanced booking requirements, availability, start/end of availablity, available at/from (store locations), available delivery method, business function, category (mapping), delivery lead time, eligible customer type, eligible duration, eligible quantity, eligible region, eligible transaction volume, 3 GTIN, inventory level, item condition, item offered, MPN (manufacturer part number), price, price currrency, price specification, price valid until, review, seller, serial number, SKU, valid from, valid through, warranty.
  • 39. @marketingland Organization – address, aggregate rating, brand, contact point, DUNS, email, employee, event, fax number, founder, founding date, global location number, has POS, interaction count (Likes and Tweets), ISICV4, legal name, location, logo, makes offer, member, NAICS, owns (ownership info), review, seeks, tax ID, telephone, VAT ID.
  • 40. @marketingland Local Business – branch of, currencies accepted, opening hours, payments accepted, price range.
  • 41. @marketingland Place – address, aggregate rating, contained in, event, fax number, GEO, global location number, interaction count, ISICV4, logo, map, opening hours specification, photo, review, telephone.
  • 42. @marketinglandhttp://tinyurl.com/9be6hwx
  • 43. Session  Title  Presenter’s  Name  

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