@searchinfluence
Search Influence’s mission is to help customers successfully
market online by developing tools, technolog...
• New Orleans Native
• University of New Orleans Marketing
Graduate (2011)
• Account Manager for over two years
• Managed ...
WHATWEWILL
COVERTODAY
@searchinfluence
• Technical SEO
elements
• Functionality and
structure of a site as it
relates to S...
REVIEW OF
TECHNICAL SEO
ELEMENTS
@searchinfluence
• Creation of Robots.txt File
• Preferred domain canonicalization
• Indi...
ROBOTS.TXT FILE
• The first file the search engine spiders will crawl
DOMAIN CANONICALIZATION
Google may view this as two
versions of same site, resulting
in Duplicate Content Penalties
SUBDOMAIN WILD CARD
• Text within the front of the domain that generates a new
site with the same content
HTML
SITEMAP
• More user friendly
• Treated as an
index of site files
• Another way for
search engines to
navigate the site
XML
SITEMAP
• Strictly for search
engines
• Should be
submitted to
Google WMT and
Bing WMC
• Another way for
search engine...
PAGE SPEED
• Having a fast loading site is a competitive advantage
CUSTOM 404 PAGE NOT FOUND
• Opportunity to keep users engaged onsite
DOMAIN AUTHORITY
• Having a strong domain authority gives trust to a site
SEARCH ENGINE FRIENDLY
URLS
• Human readable URLs allowing opportunity for
optimization
ON-SITE OPTIMIZATIONS
ON-SITE CONTENT
OPTIMIZATION
@searchinfluence
• Google’s recent Panda updates require all on-site content be unique
and of...
TITLE TAG
Shows at the top of a browser window, and is the
blue / bold title in Search Results
META DESCRIPTION
Built into the HTML of a webpage and acts
as a summary or description of that page’s
content.
The Meta De...
PAGE HEADINGS (H1)
Heading tags used on a page to create structure
and provide visual cues to the reader.
ON-PAGE CONTENT
The on-page content that a visitor reads on a
webpage can also be optimized so Search
Engines can easily s...
Resources
@searchinfluence
• Load time
• tools.pingdom.com/fpt
• Site overview
• Woorank.com
• Opensite explorer
• www.ope...
Next
webinar!
@searchinfluence
Thinking Outside the Standard SEO Package!
Dive into comprehensive SEO as steer away from t...
Gabrielle Benedetto
Thank you!
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Understanding the Technicality and Structure of a Site Webinar!

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Besides understanding the importance of onsite optimized content and offsite authority building, the structure and functionality of a site is the gateway to a successful SEO campaign. Join us as we review the key elements for the search engines to find and crawl a site, and how these elements help the success of the campaign.

Published in: Internet, Technology, Design
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  • What happens when the search engine spiders comes to a site? We are going to cover everything from content to canonicalization. Not only does this help in the success of SEO, but also helps in the sales pitch. Many clients are more concerned with the design and look of their site, and aren’t concerned with the functionality and site structure
  • Google changes algo 500-600 times a year
  • Robots.txt file is the first file of your site the search engine will crawl when they come to your site. Having this file allows you to communicate with the search engines how they can interact with your site and which pages they can and can not crawl.

    Checking this for potential leads can also help! I’ve done an audit for a client and they had their whole site “disallow” – no wonder they weren’t ranking. The search engines couldn’t find them


    How to find a site’s robots.txt file? – robots.txt at the end of the domine
  • When a website does not have proper domain canonicalization setup, there are essentially 2 versions of the website that both resolve online:
    www.clientdomain.com
    Clientdomain.com (without www.)
    To correct this, a permanent 301 redirect is needed in the .htaccess file of the website to ensure that only ONE version is indexed and seen by Google.
    Typically the www. Version of the site is the preferred version.
  • Helpful to also upload to Google and bing webmaster
  • Helpful to also upload to Google and bing webmaster
  • 2010 Google implemented “Caffeine” update to ranking algorithm. The primary one – page speed
    Tools to help you evaluate and see how quick your site loads

    Use 75 as a baseline to see how quickly the site is loading
  • 2010 Google implemented “Caffeine” update to ranking algorithm. The primary one – page speed
    Tools to help you evaluate and see how quick your site loads

    Use 75 as a baseline to see how quickly the site is loading
  • Above 25 is good

    As you see stronger brand sites will have a higher authority
  • Use keywords in the URL – helps users understand what the page is about just be looking at the URL alone.

    Also, helps search engines understand the page’s content. Advantage over competitors
  • In many cases these directories will provide both a citation AND a link to the website
  • In many cases these directories will provide both a citation AND a link to the website
  • Understanding the Technicality and Structure of a Site Webinar!

    1. 1. @searchinfluence Search Influence’s mission is to help customers successfully market online by developing tools, technologies, and the experts who support them.
    2. 2. • New Orleans Native • University of New Orleans Marketing Graduate (2011) • Account Manager for over two years • Managed 30+ Comprehensive and Local SEO accounts • Presented 70+ site audits • Search Influence Partner Relationship Manager Gabrielle BenedettoABOUT ME @searchinfluence
    3. 3. WHATWEWILL COVERTODAY @searchinfluence • Technical SEO elements • Functionality and structure of a site as it relates to SEO • Key elements • Helpful tools
    4. 4. REVIEW OF TECHNICAL SEO ELEMENTS @searchinfluence • Creation of Robots.txt File • Preferred domain canonicalization • Individual page canonicals in headers • Creation of KML and XML sitemaps • Includes uploading to Google and Bing Webmaster Tools • Review and analyze existing pages’ title tags and meta data • Review site for duplicate content
    5. 5. ROBOTS.TXT FILE • The first file the search engine spiders will crawl
    6. 6. DOMAIN CANONICALIZATION Google may view this as two versions of same site, resulting in Duplicate Content Penalties
    7. 7. SUBDOMAIN WILD CARD • Text within the front of the domain that generates a new site with the same content
    8. 8. HTML SITEMAP • More user friendly • Treated as an index of site files • Another way for search engines to navigate the site
    9. 9. XML SITEMAP • Strictly for search engines • Should be submitted to Google WMT and Bing WMC • Another way for search engines to navigate the site
    10. 10. PAGE SPEED • Having a fast loading site is a competitive advantage
    11. 11. CUSTOM 404 PAGE NOT FOUND • Opportunity to keep users engaged onsite
    12. 12. DOMAIN AUTHORITY • Having a strong domain authority gives trust to a site
    13. 13. SEARCH ENGINE FRIENDLY URLS • Human readable URLs allowing opportunity for optimization
    14. 14. ON-SITE OPTIMIZATIONS
    15. 15. ON-SITE CONTENT OPTIMIZATION @searchinfluence • Google’s recent Panda updates require all on-site content be unique and of good quality. • Included in all SEO packages is keyword optimization of on-site content including: • Title Tags • Meta Descriptions • On-Page Headings • On-site Content • Image Alt Tags
    16. 16. TITLE TAG Shows at the top of a browser window, and is the blue / bold title in Search Results
    17. 17. META DESCRIPTION Built into the HTML of a webpage and acts as a summary or description of that page’s content. The Meta Description is also displayed in the 2 lines of black text on a SERP.
    18. 18. PAGE HEADINGS (H1) Heading tags used on a page to create structure and provide visual cues to the reader.
    19. 19. ON-PAGE CONTENT The on-page content that a visitor reads on a webpage can also be optimized so Search Engines can easily scan and know what your page is all about.
    20. 20. Resources @searchinfluence • Load time • tools.pingdom.com/fpt • Site overview • Woorank.com • Opensite explorer • www.opensiteexplorer.org
    21. 21. Next webinar! @searchinfluence Thinking Outside the Standard SEO Package! Dive into comprehensive SEO as steer away from the standard SEO packages and towards an endless list of comprehensive deliverables. Understand the uniqueness of comprehensive SEO and which client would be a great fit! Presented by: Gussie Matthews August 7 @ 10CST United States Toll: +1 (415) 655-0051 Access Code: 531-066-919 Audio PIN: Shown after joining the webinar Registration URL: https://attendee.gotowebinar.com/register/859271121714696832 2 Webinar ID: 157-557-595
    22. 22. Gabrielle Benedetto Thank you!
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