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Extreme SEO Makeover

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We helped helpage.org with an SEO project totally free for the SMX advanced London conference earlier this year.

We helped helpage.org with an SEO project totally free for the SMX advanced London conference earlier this year.

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  • 1. ............................................................................................................................................................................................... EXTREME MAKEOVER THE SEO EDITION for charity, mate!
  • 2. ............................................................................................................................................................................................... WHO ARE HELPAGE.ORG? “HelpAge helps older people claim their rights, challenge discrimination and overcome poverty, so that they can lead dignified, secure, active and healthy lives.”
  • 3. ............................................................................................................................................................................................... WHAT WE DID A technical SEO review, covering search engine accessibility, on- page SEO, technical SEO strategy, conversion rate optimisation, social media and content strategy A huge document! Approximately 50% of the work is implemented, we have one month of support remaining
  • 4. ............................................................................................................................................................................................... NAVIGATION We originally recomended a dHTML / css styled drop down navigation, but these links work just as well – increasing the number of linked to pages from the homepage
  • 5. ............................................................................................................................................................................................... WHAT LINKS SHOULD BE ON MY HOMEPAGE? And… News XML Sitemap Compliance w/Gnews Submission of site to Gnews
  • 6. ............................................................................................................................................................................................... EXCESSIVE DUPLICATION OF CONTENT VIA PAGINATED NAVIGATION & FACETED NAVIGATION http://www.helpage.org/blogs/search/pakistan-floods/?page=1 Check out this pagination guide: Best Practices for SEO & User Experience (SEOmoz), be careful with rel=“canonical” and use noindex, avoid robots.txt if you can
  • 7. ............................................................................................................................................................................................... 3) CANONICALISATION – CLASSIC ISSUE Two identical copies of the homepage, both well linked to.... <link rel="canonical" href="http://www.helpage.org/home/" /> We’ve sent a second round of feedback on this issue, indexed search pages and malformed URLs in rel=“canonical”
  • 8. ............................................................................................................................................................................................... MANY PDFS ON THE SITE (300+) WITH NO HTML PAGES People link to great resources – always consider optimising your “digital assets” – PDFs are a nightmare for SEO – always put your content on its own page and share with others in communities such as scribd
  • 9. ............................................................................................................................................................................................... 12% of all visits to the site use Internet Explorer 6.0. It’s an unfortunate fact that this ancient browser is still in use in many corporate offices and homes. In Q1 2011, 1,785 people missed the sidebar on the site due to a lack of support for this browser.
  • 10. ............................................................................................................................................................................................... BANNER AD: DONATIONS Using some basic CRO principles we wireframed a new donations banner ad to test
  • 11. ............................................................................................................................................................................................... REMOVE STEPS IN THE DONATION PROCESS The current donation process had 6 stages. The aim was to reduce the amount of pages and speed up the process of form completion. The new proposed process combines the elements of the original with fewer stages.
  • 12. ............................................................................................................................................................................................... BADGES AND SOCIAL CALL TO ACTIONS Many of the interactive processes, quizzes and petitions had no further call to action for the user. Support helpage by displaying their badge, becoming a fan, tweeting your score or sharing the donation you’ve just made
  • 13. ............................................................................................................................................................................................... THANK YOU richard@seogadget.co.uk @richardbaxter Thanks for listening! Check out our blog at SEOgadget.co.uk for more actionable guides and tips – or hire us for SEO, Conversion Rate Optimisation and bespoke technology consulting.