1. Website Redesign? Keep SEO in Mind!
Today’s Host: With help from:
Sleepy Happy
Grumpy Bashful
Alex Dunks, Senior SEO Strategist
Call-in: +1 (832) 225-5864 Sneezy Doc
Access Code: 250-438-723
Dopey
Next week: The 4 Undiscovered Keys to Profit-Boosting SEO
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2. Some Practical Matters
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3. Some Practical Matters
§ Are the slides available?
Yes! Just email seo@webmarketing123.com
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4. Some Practical Matters
§ Are the slides available?
Yes! Just email seo@webmarketing123.com
§ Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
@webmarketing123

5. Some Practical Matters
§ Are the slides available?
Yes! Just email seo@webmarketing123.com
§ Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
§ Want to learn more?
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
@webmarketing123

6. Today’s Webinar
Slow-loading pages bore users
Google rewards high quality
and impact ranking.
content, especially if arranged in
this S.T.A.C.K. Sleepy
Happy
Be disciplined and rigorous.
Avoid careless errors.
Dopey
Don’t be Bashful; tell your story
& provide a clear call to action. These mistakes are nothing to
sneeze at & may impact your
Bashful
ranking.
Sneezy
Diagnose these technical issues
that can impact your ranking.
These mistakes will impact your
Doc search ranking.
Grumpy
@webmarketing123

7. Happy
If your aim is to make users AND Google
happy, provide well-organized and high
quality content.
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8. Optimize your website according to this
S.T.A.C.K., starting from the bottom.
Happy
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9. Happy
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10. Write for the reader, and incorporate
keywords. Google analyzes for both
Happy
topicality and quality.
Visible to Users Visible only to Google
e.g. Page Title, Descriptive Text e.g. meta description, image alt text
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11. Happy
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12. How Do Search Spiders Crawl Your Site?
They follow links to get from page to page
Happy
Data Center
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13. Men’s Shoes
Women’s Shoes
Happy
Kids’ Shoes
Women’s Boots
• Thematically group pages around keywords.
• Link pages within the same groups to further strengthen the theme.
• Reduce the click-depth required to reach the majority of your site’s pages.
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14. Taxonomy and Architecture work together
Happy
naming
organization & internal linking
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15. Happy
URLs
Use all “naming” fields to the fullest.
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16. Happy
Use all “naming” fields to the fullest.
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17. Happy Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>
Use all “naming” fields to the fullest.
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18. Happy Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>
<meta name="description" content="Free shipping BOTH ways on
MetaText shoes, clothing, and more! 365-day return policy, over 1000
brands, 24/7 friendly customer service. 1-800-927-7671" />
Use all “naming” fields to the fullest.
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19. Ranking is affected by Social Media
mentions and sentiment
Happy
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20. Ranking is affected by Social Media
mentions and sentiment
Bing: “We do look at the social authority of a user”.
Happy
Google: “Yes we do compute and use author quality as a signal.”
From Danny Sullivan’s Dec 2010 Q & A with Google & Bing
Just as Google’s Pagerank measures how authoritative a web page is deemed to be,
Search Engines also calculate the social authority of people, and give more or less
value to social media mentions.
We believe that social signals will increasingly influence organic search results, as
Google & Bing increasingly seek to deliver fresh or recent results.
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21. Ranking is affected by Social Media
mentions and sentiment
Happy Encourage Social Media bookmarking by installing Share
buttons and creating engaging & share-worthy content.
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22. Live,
Google-
Readable
Feeds
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23. Ranking is affected by Social Media
mentions and sentiment
Happy
Google’s +1 Button impacts your Ranking
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24. Ranking is affected by Social Media
mentions and sentiment
Search Plus Your World
Happy
@webmarketing123

25. If your aim is to make users AND
Google happy, provide well-organized
and high quality content.
Happy
@webmarketing123

26. Bashful
Don’t be Bashful... tell your story!
There’s no use directing visitors to
your website if they can’t figure
out what you offer and
what you want them to do...
@webmarketing123

27. Assign Visual Priority
Bashful
Primary Objective
Major Objective
Minor Objectives
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28. Provide a clear call to action
Skype succinctly describes the benefits of their service
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29. Use active language
Consider sweetening the deal
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33. Think like a Doctor and diagnose any
technical issues.
Doc
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34. Think like a Doctor and diagnose any
technical issues.
Doc
• When changing URLs, use 301 (“permament”)
redirects to conserve SEO value.
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35. Think like a Doctor and diagnose any
technical issues.
Doc
• When changing URLs, use 301 (“permament”)
redirects to conserve SEO value.
• Ensure sitemaps and robots.txt are configured.
@webmarketing123

36. Think like a Doctor and diagnose any
technical issues.
Doc
• When changing URLs, use 301 (“permament”)
redirects to conserve SEO value.
• Ensure sitemaps and robots.txt are configured.
• Monitor for and fix crawl errors
@webmarketing123

37. • Use a modern content management
system (CMS) that allows for
customization of posts, and content
Doc creation by many users.
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38. • Use a modern content management
system (CMS) that allows for
customization of posts, and content
Doc creation by many users.
Most popular:
50%+
9%+ 7%+
% of top million websites using a CMS. Source: W3Techs.com @webmarketing123

39. Slow loading pages cause users to
bounce
Sleepy
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40. Slow loading pages cause users to
bounce
Sleepy
• Excessive use of flash
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41. Slow loading pages cause users to
bounce
Sleepy
• Excessive use of flash
• Avoid inline CSS and Javascript
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42. Slow loading pages cause users to
bounce
Sleepy
• Excessive use of flash
• Avoid inline CSS and Javascript
• Code Errors
@webmarketing123

43. Be disciplined and rigorous.
Avoid these careless errors.
Dopey
@webmarketing123

44. Be disciplined and rigorous.
Avoid these careless errors.
Dopey
• Transfer existing on-page optimization
- Alt tags, title tags, headers
@webmarketing123

45. Be disciplined and rigorous.
Avoid these careless errors.
Dopey
• Transfer existing on-page optimization
- Alt tags, title tags, headers
• Avoid Spelling & Grammar mistakes
@webmarketing123

46. Be disciplined and rigorous.
Avoid these careless errors.
Dopey
• Transfer existing on-page optimization
- Alt tags, title tags, headers
• Avoid Spelling & Grammar mistakes
• Don’t optimize for the wrong keywords
@webmarketing123

47. These may impact your ranking,
so they are nothing to sneeze at.
Sneezy
@webmarketing123

48. These may impact your ranking,
so they are nothing to sneeze at.
Sneezy
• Keyword Stuffing
@webmarketing123

49. These may impact your ranking,
so they are nothing to sneeze at.
Sneezy
• Keyword Stuffing
• Excessive use of flash, frames, and other
“spider-stoppers”
@webmarketing123

50. These may impact your ranking,
so they are nothing to sneeze at.
Sneezy
• Keyword Stuffing
• Excessive use of flash, frames, and other
“spider-stoppers”
• Outbound links without a “no-follow” tag
@webmarketing123

51. Don’t make Google Grumpy -
Know the guidelines to avoid penalties.
Grumpy
• Invisible text
@webmarketing123

52. Don’t make Google Grumpy -
Know the guidelines to avoid penalties.
Grumpy
• Invisible text
• Pages with identical content
e.g. http://www.mysite.com/solutions/
http://www.mysite.com/solutions
http://www.mysite.com/solutions/index.html
@webmarketing123

53. Don’t make Google Grumpy -
Know the guidelines to avoid penalties.
Grumpy
• Invisible text
• Pages with identical content
e.g. http://www.mysite.com/solutions/
http://www.mysite.com/solutions
http://www.mysite.com/solutions/index.html
• Ads above the fold
@webmarketing123

54. Today’s Webinar
Slow-loading pages bore users
Google rewards high quality
and impact ranking.
content, especially if arranged in
this S.T.A.C.K. Sleepy
Happy
Be disciplined and rigorous.
Avoid careless errors.
Dopey
Don’t be Bashful; tell your story
& provide a clear call to action. These mistakes are nothing to
sneeze at & may impact your
Bashful
ranking.
Sneezy
Diagnose these technical issues
that can impact your ranking.
These mistakes will impact your
Doc search ranking.
Grumpy
@webmarketing123

55. Request a Customized SEO Assessment Today
You May Qualify for a $50 Amazon.com Gift Card!
Visit bit.ly/wm123seo
@webmarketing123
facebook.com/webmarketing123

56. What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertisiing, Social Media Marketing.
Visit bit.ly/wm123seo
Next week: The 4 Undiscovered Keys to Profit-Boosting SEO
@webmarketing123
facebook.com/webmarketing123