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SEARCH RANKING CRASH COURSE @PolePositionMkg #SearchRankCC
WEBSITE REBUILDCREATING A FRIENDLY SITE STRUCTURE TO IMPROVE SEARCH PRESENCE @PolePositionMkg #SearchRankCC
WEBSITE ARCHITECTURE: INTRODUCTION
WEBSITE ARCHITECTURE: INTRODUCTIONSearch engines find          Users navigate toimportant pages              important pag...
WEBSITE ARCHITECTURE: INTRODUCTION
Three components of great architecture                                         WEBSITE ARCHITECTURE: INTRODUCTION         ...
URL & Site StructureWEBSITE REBUILDPart 1 @PolePositionMkg #SearchRankCC
Choosing your domain name                                                    WEBSITE ARCHITECTURE: URL & SITE STRUCTURE   ...
What to do with alternate domains                                         WEBSITE ARCHITECTURE: URL & SITE STRUCTURE  Abbr...
WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Fix bad canonical issues        www.example.com        example.com/        www....
Make your URLs search engine friendly                                              WEBSITE ARCHITECTURE: URL & SITE STRUCT...
WEBSITE ARCHITECTURE: URL & SITE STRUCTUREKeep your home page at the root level
Prevent secure / non-secure page duplication                                               WEBSITE ARCHITECTURE: URL & SIT...
Prevent breadcrumb page duplication                                                                      WEBSITE ARCHITECT...
Use hyphens, not underscores                                                         WEBSITE ARCHITECTURE: URL & SITE STRU...
WEBSITE ARCHITECTURE: URL & SITE STRUCTUREAvoid using session IDs
WEBSITE ARCHITECTURE: URL & SITE STRUCTUREThis directory structure is too flat                                       Home
WEBSITE ARCHITECTURE: URL & SITE STRUCTUREThis directory structure is too tall                                       Home
This directory structure is just right                                             WEBSITE ARCHITECTURE: URL & SITE STRUCT...
Link and Nav StructureWEBSITE STRUCTUREPart 2 @PolePositionMkg #SearchRankCC
Organized site navigation                                                             WEBSITE ARCHITECTURE: LINK & NAV STR...
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREClean footer navigation
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREAlways use breadcrumbs
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREKeep anchor text descriptive
Use keyword rich link text                                                                      WEBSITE ARCHITECTURE: LINK...
WEBSITE ARCHITECTURE: LINK & NAV STRUCTURELink to related products
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREBuild optimizable filters, not pagination
Keep search engines out of cart pages                                                    WEBSITE ARCHITECTURE: LINK & NAV ...
Don’t block content from engines                                                 WEBSITE ARCHITECTURE: LINK & NAV STRUCTUR...
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREEmploy consistent linking
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREImplement search friendly links                                          Good Link
Run away from search un-friendly links                                         WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE ...
Avoid meh-friendly links                                                                       WEBSITE ARCHITECTURE: LINK ...
Blocking pages via the robots.txt file                                                  WEBSITE ARCHITECTURE: LINK & NAV S...
Blocking pages via robots meta tag                                     WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE<meta nam...
Blocking pages using the                                                     WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE   ...
WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREFind and fix broken links
301 redirect old URLs                                             WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE              ...
Doc and Page StructureWEBSITE STRUCTUREPart 3 @PolePositionMkg #SearchRankCC
Create strong link hierarchy                                           WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE   Amazin...
Link to related content wherever possible                                                       WEBSITE ARCHITECTURE: DOC ...
Create fan-freaking-tastic content!                                      WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREClearly...
Organize your content                                               WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE       Purpo...
Proper HEADING tag hierarchy                                          WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE<h1>One H1...
Streamlined code: No bloat!                              WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE No       • HTML Tables...
Clean code helps                                           WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE                     ...
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREValidated HTML                      Cleaner                       Code
Use image ALT attributes                                                                         WEBSITE ARCHITECTURE: DOC...
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREEnsure multi-browser accessibility
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREBuild mobile compatiblesites
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREEnsure sight-impaired accessibility
Create printer friendly CSS, not pages                                             WEBSITE ARCHITECTURE: DOC & PAGE STRUCT...
WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREDon’t force cookies until needed
WEBSITE STRUCTUREWrap up @PolePositionMkg #SearchRankCC
WEBSITE ARCHITECTURE: CONCLUSIONDelight your visitors
Keep making it better                                                    WEBSITE ARCHITECTURE: CONCLUSION              The...
Don’t forget usability                                                        WEBSITE ARCHITECTURE: CONCLUSION            ...
WEBSITE ARCHITECTURE: CONCLUSION
WEBSITE ARCHITECTURE: CONCLUSION
Thank You!Next Up   Content Overhaul          Get noticed, drive traffic and convert visitors with          relevant conte...
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SEO Crash Course: Website Rebuild

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Creating a friendly site structure to improve search presence.

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Transcript of "SEO Crash Course: Website Rebuild"

  1. 1. SEARCH RANKING CRASH COURSE @PolePositionMkg #SearchRankCC
  2. 2. WEBSITE REBUILDCREATING A FRIENDLY SITE STRUCTURE TO IMPROVE SEARCH PRESENCE @PolePositionMkg #SearchRankCC
  3. 3. WEBSITE ARCHITECTURE: INTRODUCTION
  4. 4. WEBSITE ARCHITECTURE: INTRODUCTIONSearch engines find Users navigate toimportant pages important pages Search friendly websiteSearch engines Users quickly get tovalue page relevant pagesrelevance
  5. 5. WEBSITE ARCHITECTURE: INTRODUCTION
  6. 6. Three components of great architecture WEBSITE ARCHITECTURE: INTRODUCTION Link & URL & Site Navigation Structure Structure Document & Page Structure
  7. 7. URL & Site StructureWEBSITE REBUILDPart 1 @PolePositionMkg #SearchRankCC
  8. 8. Choosing your domain name WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Get your own Keep it short  b-e-a-utiful.com  PerfectBeauty.blogspot.com  HowToImproveYourImage.com Make it memorable  TotalBeauty.com  PerfectBeauty.com  BeautyIsBeautiful.com Use keywords if possible
  9. 9. What to do with alternate domains WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Abbreviated 301 redirect Misspellings .com .net, .org
  10. 10. WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Fix bad canonical issues www.example.com example.com/ www.example.com/index.html example.com/home.aspUse canonical tag! <link rel="canonical" href="http://www.example.com"/>
  11. 11. Make your URLs search engine friendly WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Keep it Short site.com/category/page-name.php Use Keywords site.com/chanel/perfume/alure.html
  12. 12. WEBSITE ARCHITECTURE: URL & SITE STRUCTUREKeep your home page at the root level
  13. 13. Prevent secure / non-secure page duplication WEBSITE ARCHITECTURE: URL & SITE STRUCTURE
  14. 14. Prevent breadcrumb page duplication WEBSITE ARCHITECTURE: URL & SITE STRUCTURE 1 Product 2 URLs www.thehomedepot.com/building-materials/electrical/books/123book www.thehomedepot.com/doors-windows/doors/books/123book
  15. 15. Use hyphens, not underscores WEBSITE ARCHITECTURE: URL & SITE STRUCTUREHyphens eMarketingPerformance.com/my-dog-ate-my-homework/VsUnderscores eMarketingPerformance.com/my_dog_ate_my_homework/ Is that a space?
  16. 16. WEBSITE ARCHITECTURE: URL & SITE STRUCTUREAvoid using session IDs
  17. 17. WEBSITE ARCHITECTURE: URL & SITE STRUCTUREThis directory structure is too flat Home
  18. 18. WEBSITE ARCHITECTURE: URL & SITE STRUCTUREThis directory structure is too tall Home
  19. 19. This directory structure is just right WEBSITE ARCHITECTURE: URL & SITE STRUCTURE Home Keyword Keyword Keyword
  20. 20. Link and Nav StructureWEBSITE STRUCTUREPart 2 @PolePositionMkg #SearchRankCC
  21. 21. Organized site navigation WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE Home Basket Search Contact Categories & Brands Link to Link to Most Primary Site Important Sections Pages
  22. 22. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREClean footer navigation
  23. 23. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREAlways use breadcrumbs
  24. 24. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREKeep anchor text descriptive
  25. 25. Use keyword rich link text WEBSITE ARCHITECTURE: LINK & NAV STRUCTURENo: Click here to learn more about preparing personal tax returns.No: Click here to learn more about preparing personal tax returns.Yes: Learn more about preparing personal tax returns.Yes: Click here to learn more about preparing personal tax returns.
  26. 26. WEBSITE ARCHITECTURE: LINK & NAV STRUCTURELink to related products
  27. 27. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREBuild optimizable filters, not pagination
  28. 28. Keep search engines out of cart pages WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE Index product pages Don’t allow cart links to be followed
  29. 29. Don’t block content from engines WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE Pages found through password protected search, forms, areas dropdowns or select boxes
  30. 30. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREEmploy consistent linking
  31. 31. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREImplement search friendly links Good Link
  32. 32. Run away from search un-friendly links WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE Bad Link
  33. 33. Avoid meh-friendly links WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREMeh Link JavaScript:window.open(‘http://www.smartfurniture.com/p roduct/5670/’, ‘newWindow’)
  34. 34. Blocking pages via the robots.txt file WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE User-agent: * Disallow: /includes/ Disallow: /land/ Disallow: /RP/ Disallow: /cgi-bin/ Disallow: /misc/ Disallow: /archive/ Disallow: /can-spam.php
  35. 35. Blocking pages via robots meta tag WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE<meta name=“robots" content=“noindex,nofollow”/><meta name=“robots" content=“noindex,follow”/><meta name=“robots" content=“index,nofollow”/><meta name=“robots" content=“index,follow”/>
  36. 36. Blocking pages using the WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE <a rel=“nofollow”NOFOLLOW attribute href=“blocked.htm”> Blocked Link</a> Ads Untrusted Sites Category & Tag Pages Rel=“NoFollow”
  37. 37. WEBSITE ARCHITECTURE: LINK & NAV STRUCTUREFind and fix broken links
  38. 38. 301 redirect old URLs WEBSITE ARCHITECTURE: LINK & NAV STRUCTURE Old New X redirect Link Visitors & Engines
  39. 39. Doc and Page StructureWEBSITE STRUCTUREPart 3 @PolePositionMkg #SearchRankCC
  40. 40. Create strong link hierarchy WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE Amazingly similar Home to directory structure! Topic A Topic B Topic C
  41. 41. Link to related content wherever possible WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. mollit anim id est laborum. • mollit anim id est laborum • mollit anim id est laborum • mollit anim id est laborum id est laborum id est laborum
  42. 42. Create fan-freaking-tastic content! WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREClearly written Accurate Keyword driven Text, not images
  43. 43. Organize your content WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE Purpose Beginning Middle Provides Exposes End Benefits Need Call to Personas Personalities Action
  44. 44. Proper HEADING tag hierarchy WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE<h1>One H1 per page.</h1> <h2>Use outline format.</h2> <h3>Keep content organized</h3>
  45. 45. Streamlined code: No bloat! WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE No • HTML Tables No • On-Page Styles No • On-Page Javascript
  46. 46. Clean code helps WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE Increases Improves Page code/text Speed Reduces Code ratio Errors
  47. 47. WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREValidated HTML Cleaner Code
  48. 48. Use image ALT attributes WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE• Yes, some people • Browsers for the still surf with visually images off. Image impaired will navigation read the disappears. descriptions of images Text only Accessible browsers browsers Mobile Search browsers Engines• Generally not an • Additional issue with smart keyword signal. phones, but for those Make sure you use who pay for it right! downloads…
  49. 49. WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREEnsure multi-browser accessibility
  50. 50. WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREBuild mobile compatiblesites
  51. 51. WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREEnsure sight-impaired accessibility
  52. 52. Create printer friendly CSS, not pages WEBSITE ARCHITECTURE: DOC & PAGE STRUCTURE Use CSS to Style Print Duplicate Content Free
  53. 53. WEBSITE ARCHITECTURE: DOC & PAGE STRUCTUREDon’t force cookies until needed
  54. 54. WEBSITE STRUCTUREWrap up @PolePositionMkg #SearchRankCC
  55. 55. WEBSITE ARCHITECTURE: CONCLUSIONDelight your visitors
  56. 56. Keep making it better WEBSITE ARCHITECTURE: CONCLUSION The Pole Position Marketing Library http://www.polepositionmarketing.com/library
  57. 57. Don’t forget usability WEBSITE ARCHITECTURE: CONCLUSION issues 19 usability improvement areas• Website design • Help and FAQ• Global navigation • Login & my account• Content • Privacy & security• Home page • Site maps• About us page • Audience engagement• Contact us page • Customer satisfaction• Product pages • Point of purchase• Shopping cart • Visitor trust• Forms and errors • Accessibility• On-site search • General issues
  58. 58. WEBSITE ARCHITECTURE: CONCLUSION
  59. 59. WEBSITE ARCHITECTURE: CONCLUSION
  60. 60. Thank You!Next Up Content Overhaul Get noticed, drive traffic and convert visitors with relevant content marketing
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