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Building Your Website with SEO in Mind

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View the full recorded webinar at: http://bit.ly/19nqZwN. ...

View the full recorded webinar at: http://bit.ly/19nqZwN.

Keeping SEO in mind during the planning stages is key to a successful website design and launch. During this webinar, Search Mojo’s Janet Driscoll Miller and Amanda Sides will discuss ways to ensure you’re building a strong SEO foundation for your website – whether you’re designing a brand new site, redesigning an existing one, or even just making small changes.

You'll learn:
- What to avoid when deciding how to program your website.
- What to look for when choosing a CMS on which to build your website.
- 11 simple tactics to keep in mind that will ensure your website is found in search.

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  • JANET
  • What:Check if both www & non-www loadServer-side permanent 301 redirectCanonical TagCan set preference in WMTOnly works for GoogleRoot domains only, doesn’t work for subdomainsWhy:Prevent both versions from rankingAvoid duplicate content
  • What:Use subdomains/subfolders instead of multiple domainsWhy:Centralize link juiceAvoid accidental duplicate content
  • What:Keyword inclusioninclude keywords if possible and relevantdon’t force itDomain or subdirectories/subfoldersWhy?Help engines & searchers quickly confirm that page is what they are looking for
  • What:Set up “pretty” urls rather than use ugly urlsPretty URLs= URLs with keywords/descriptive textUgly URLS= dynamically generated URLs, alphanumeric identifiersWhy: Easy for engines & users to know what a page is aboutHelp with rankings & with click-through-rates
  • What:Avoid lengthy pagesCreate higher volume of pages with more focused contentWhy:Keep pages more focusedSometimes content at bottom of a lengthy page may not get crawledIncrease number of pagesIncrease number of pages in indexIncrease ranking possibilities
  • What:Post “fresh” contentTimely, relevantOftenBlogTestimonialsUser-generated contentWhy:Engines value fresh, quality contentUsers want up-to-date information
  • What:Reduce page load timesFind & fix issues as soon as possibleWhy:Rankings could sufferUsers/bots could abandonNOTE TO AC: also maybe show them how to get the suggestions on how to optimize via Analytics
  • What:Avoid Duplicate ContentDon’t do itIf you can’t avoid it Canonical TagsWhy:Penalties (Panda & Penguin, decrease rankings for lower-quality sites using black-hat techniques, including stealing/scraping content from other sites)You can even suffer if others are duplicating your content, use tools like copyscape.com to keep an eye on the culprits.Lower rankingsGoogle could prioritize the wrong page
  • JANETDemonstrate Google Maps and the link button they have
  • JANETCase Study: National Geographic ChannelResult: tripled website traffic to the site within three monthsTo see how search engines might view your site, turn off Javascript in browser and reload
  • JANETDon’t often rank highlyMany use one flash movie because they like the transitions from one website area to anotherUsing one flash movie means only ONE url/page to rank Reduces overall potential visibility in organic search Essentially means optimizing for fewer keywordsUse a movie per pageAvoid splash pages not ideal for seo provide a link to the home page or other navigation
  • JANETOften used for similar reasons to Flash – page transitionShow example of Taco Bell: http://www.cantinabell.com/Combination approach – Spotify: https://www.spotify.com/us/Then show how many pages are indexed for Spotify: https://www.google.com/search?q=site%3Aspotify.com%2Fus%2F&oq=site%3Aspotify.com%2Fus%2F&aqs=chrome.0.69i57j69i58.4385j0&sourceid=chrome&ie=UTF-8Show Activision Destiny the Game: http://www.destinythegame.com/home/destiny-official-e3-gameplay-trailer (show how URL changes)
  • JANETExample: Search Mojo’s marketing wallCase study: MazdaUSA (show dealer locate)Result: All 200+ dealers in the US showed up for their target keyword combination (city name+ Mazda) within 30 days.
  • KARI
  • Kari

Building Your Website with SEO in Mind Building Your Website with SEO in Mind Presentation Transcript

  • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 JANET MILLER, PRESIDENT & CEO AMANDA SIDES, ACCOUNT DIRECTOR @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • SEARCH-MOJO.COM@searchmojo #mojowebinar Janet Driscoll Miller, President and CEO, Search Mojo Follow on Twitter: @janetdmiller Amanda Sides, Account Director, Search Mojo Follow on Twitter: @amanda_sides
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  • SEARCH-MOJO.COM@searchmojo #mojowebinar
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Google: – http://bit.ly/GoogleGuidelines • Bing – http://bit.ly/BingGuidelines
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Structure • Content • Performance • Forms • CMS Platforms • Parallax
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Consolidate www & non-www search-mojo.com  www.search-mojo.com Why? Prevent both versions from ranking & avoid possible duplicate content issues
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Multiple Domains Subdomains Why? Centralize “link juice” & avoid accidental duplicate content issues Avoid Many Domains Use Subdomains www.mydomain.com www.mydomain.com www.myblogdomain.com blog.mydomain.com www.myvideosdomain.com videos.mydomain.com
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Include Keywords in URLs Why? Help engines & searchers understand what your page is about before they click
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Set-Up Pretty vs. Ugly URLs Why? Improved relevancy & confidence to help with rankings & click-through-rates Ugly Pretty www.mydomain.com/444/12345 www.mydomain.com/apparel/t-shirts www.mydomain.com/v/?p=123 www.mydomain.com/videos/testimonials
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Avoid Lengthy Pages  Why? Increase number of pages in index & increase ranking potential
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Post Fresh Content Why? Engines value fresh, quality content
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Reduce Load Times Why? Users/Bots abandon ship, & rankings can be affected
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Avoid Duplicate Content Why? Your site could be penalized, resulting in lower rankings
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Utilize Structured Mark-Up Why? Call more attention to results & help Google understand context of your content
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Set-Up Google Webmaster Tools Why? Find crawl errors, provide Google with & get more information on indexing
  • SEARCH-MOJO.COM@searchmojo #mojowebinar What? Google Analytics Tracking Why? Get valuable insight into site activity & track performance
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Javascript – Can be indexed… somewhat – Not ideal – Avoid putting very important content only in Javascript (ex: links, navigation) • AJAX – A type of Javascript implementation – Linking to specific content in the AJAX can be an issue
  • SEARCH-MOJO.COM@searchmojo #mojowebinar
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Can be indexed… somewhat • But not ideal • Don’t put website into ONE Flash movie • Avoid “splash” pages
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Avoid all content on the same page – Reduces chances of having multiple pages of content rank in search – Means essentially optimizing for fewer keywords • Can be used in a “combination approach” • Or, just fake it well!
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • Search engine bots cannot fill out forms • Content behind forms may not get indexed • Offer bots a way AROUND the form
  • SEARCH-MOJO.COM@searchmojo #mojowebinar 1. Will anything in this design hinder indexing? – How can I circumvent this? 2. Is anything in this design against Webmaster Guidelines?
  • SEARCH-MOJO.COM@searchmojo #mojowebinar • You don’t have to sacrifice good usability for SEO – Sometimes have to just get creative
  • SEARCH-MOJO.COM@searchmojo #mojowebinar View the Online Marketing Institute Class Incorporating Good SEO into Web Designs Get access now: http://bit.ly/OMI-Design Contact Search Mojo: Looking for help? Sean McCusty 800-939-5938 ext. 116 smccusty@search- mojo.com
  • SEARCH-MOJO.COM@searchmojo #mojowebinar State of Google Marketing for Nonprofits and Associations August 22, 2013 2:00 p.m. ET Register today at www.search-mojo.com/google Janet Driscoll Miller President & CEO Search Mojo
  • SEARCH-MOJO.COM@searchmojo #mojowebinar Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Amanda Sides +Amanda Sides Twitter: @amanda_sides Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo