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SEO: How Does Your Site Perform?

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Parallel Path Corp. specialists held an SEO site review at , where they analyzed the search engine optimization implementation of two unaffiliated sites, Bebe and Yeti Cycles. The analysis

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SEO: How Does Your Site Perform?

  1. 1. SEO Site Clinic: Do your Websites Test Positive for SEO? <br />Panelist:<br />Bryan Connally, SEO Account Manager – Parallel Path<br />John Schoofs, Analytics Services Manager – Parallel Path<br />Moderator:<br />Janine Soika, Channel Market Leader – Verio<br />© 2011 Parallel Path Corp.<br />
  2. 2. Web 2.0 - 2011<br /><br />SEO Site Clinic<br />© 2011 Parallel Path Corp.<br />
  3. 3. SEO Site ClinicWeb 2.0 – San Francisco<br />✪<br />Bryan Connally<br />+ SEO Account Manager<br />John Schoofs<br />+ Analytics Services Manager<br />© 2011 Parallel Path Corp.<br />
  4. 4. ⅗<br />Parallel Path<br />Analytically-driven online marketing specialists, established 2005<br />16 employees, avg. SEM experience 5-10 years each<br />Located in Boulder, CO<br />© 2011 Parallel Path Corp.<br />
  5. 5. Parallel Path Services<br />⏎<br />Search Engine Optimization<br />Pay-Per-Click<br />Landing Page Development<br />Affiliate Management<br />Analytics Consulting<br />Retargeting/Remarketing<br />Media Buying<br />Local Listing & Local SEO<br />Social Media Consulting<br />Mobile Marketing<br />© 2011 Parallel Path Corp.<br />
  6. 6. Parallel Path Clients <br />Business to Business<br />Business to Consumer<br />© 2011 Parallel Path Corp.<br />
  7. 7. SEO Site ClinicWeb 2.0 - San Francisco<br />✔<br />Agenda<br />High Level SEO Overview<br />Example Site Review<br />Audience Site Review <br />Q&A<br />© 2011 Parallel Path Corp.<br />
  8. 8. SEO Site ClinicWeb 2.0 - San Francisco<br />Why SEO?<br />Depending upon the vertical 70-90% of users click on Organic first<br />**comscore reports 92% organic vs 8% Paid<br />© 2011 Parallel Path Corp.<br />
  9. 9. SEO Site ClinicWeb 2.0 - San Francisco<br />!<br />Give Keywords the Respect they Deserve<br /><ul><li> Successful SEO clearly defines your business / website goals
  10. 10. Align keyword research & selection with business goals
  11. 11. Keyword selection balances: potential traffic, ability to rank, and relevance
  12. 12. SEO heavily effects web design and information architecture</li></ul>© 2011 Parallel Path Corp.<br />
  13. 13. SEO Site ClinicWeb 2.0 - San Francisco<br />=<br />Internal Assessment + Market Assessment + Competitive Assessment<br />What’s Working?<br /><ul><li> Analytics/Webmaster Tools/CRM
  14. 14. Brochures & Data Sheets
  15. 15. SMEs & Engineers
  16. 16. Focus Groups & Surveys
  17. 17. Mine PPC – Search Query Reports
  18. 18. Understand Buying Phrases</li></ul>Know Your Competition<br /><ul><li> Competitor Keywords
  19. 19. Comparison Tools
  20. 20. Intitle Competition
  21. 21. External Link Audit
  22. 22. Ranking Reports</li></ul>KEYWORDS<br />Analyze Your Market<br /><ul><li> Research Trends
  23. 23. Industry Websites, Publications, & Directories
  24. 24. Where Does Your Target Market </li></ul>Go Online?<br /><ul><li> Growing or Retracting?</li></ul>© 2011 Parallel Path Corp.<br />
  25. 25. SEO Site ClinicWeb 2.0 - San Francisco<br />Win with Video SEO<br />Youtube is now the second largest search engine!<br /><ul><li> Video SEO is Much Less Competitive – Easier to Rank!
  26. 26. Distribute Everywhere You Can - YouTube, Social Media Sites & Video Sharing Sites
  27. 27. Create Stand Alone Page for Each Video
  28. 28. Use Term “Video” in Your Optimization
  29. 29. Optimize Video File & Meta Data Properties
  30. 30. Use Video Sitemaps (RSS & MRSS) to Help Engines Find/Index
  31. 31. Offer a Textual Transcript of Video Content
  32. 32. Keep Files in Single Video Directory </li></ul>© 2011 Parallel Path Corp.<br />
  33. 33. SEO Site ClinicWeb 2.0 - San Francisco<br />“ ”<br />Sculpting, not just for Artists<br /><ul><li>Nofollow tag is no longer used, but sculpting is STILL important
  34. 34. Pay Attention to PageRank Distribution
  35. 35. Internal Linking Indicator of Page Importance
  36. 36. Integrate Keywords into Link Text
  37. 37. Use non-crawlablejavascript
  38. 38. Limit the links on important pages</li></ul>© 2011 Parallel Path Corp.<br />
  39. 39. SEO Site ClinicWeb 2.0 - San Francisco<br />Tread Lightly. Code Matters.<br /><ul><li>Google Caffeine update makes this more important than ever!
  40. 40. Less Is More
  41. 41. Code-to-Content Ratio
  42. 42. Page Weight/File Size
  43. 43. Embedded CSS, JS, Tables
  44. 44. Parallelize Page Resources
  45. 45. Minify & Compress Files/Images</li></ul>© 2011 Parallel Path Corp.<br />
  46. 46. SEO Site ClinicWeb 2.0 - San Francisco<br />Top Page Speed Tools:<br /><ul><li>Yslow for Firefox</li></ul>- https://addons.mozilla.org/en-us/firefox/addon/yslow/<br /><ul><li>Page Speed Addon for Firefox & Chrome</li></ul>- http://code.google.com/speed/page-speed/index.html<br /><ul><li>Google Chrome developer tools</li></ul>- http://code.google.com/chrome/devtools/<br />© 2011 Parallel Path Corp.<br />
  47. 47. Site Audit Reports<br />Each line item will have its own report<br />© 2011 Parallel Path Corp.<br />
  48. 48. Web 2.0 - 2011<br />Top Trends in Last 12 Months<br /><br /><ul><li> Social Signals: Increased contributor to ranking performance
  49. 49. DécorMyEyes caused penalization of negative reviews
  50. 50. Video SEO: Increasingly supports overall search performance
  51. 51. Page Speed: Google Caffeine + Google Instant = More Important Than Ever!
  52. 52. Link Spam Scrutiny: Increased focus on quality & relevance over quantity
  53. 53. Google initiated a manual action against JCPenney Recently
  54. 54. Farmer / Panda Update: Original content vs. Sourced / Repurposed Content
  55. 55. Effects 12% of all sites in the US</li></ul>© 2011 Parallel Path Corp.<br />
  56. 56. SEO Site ClinicWeb 2.0 - San Francisco<br />Sample Site Review<br />© 2011 Parallel Path Corp.<br />
  57. 57. SEO Site ClinicWeb 2.0 - San Francisco<br />Site Review - Yeticycles.com <br />© 2011 Parallel Path Corp.<br />
  58. 58. SEO Site ClinicWeb 2.0 - San Francisco<br />Yeticycles.com - Keywords<br />Home Page Title Tag:<br />© 2011 Parallel Path Corp.<br />
  59. 59. SEO Site ClinicWeb 2.0 - San Francisco<br />Yeticycles.com – Google Cache<br />© 2011 Parallel Path Corp.<br />
  60. 60. SEO Site ClinicWeb 2.0 - San Francisco<br />http://www.yeticycles.com – Links<br />http://yeticycles.com – Links<br />© 2011 Parallel Path Corp.<br />
  61. 61. SEO Site ClinicWeb 2.0 - San Francisco<br />Yeticycles.com – Links<br />© 2011 Parallel Path Corp.<br />
  62. 62. SEO Site ClinicWeb 2.0 - San Francisco<br />Yeticycles.com – Conclusion<br /><ul><li>All Flash Site w/No Content
  63. 63. Ignored Basic SEO – Title/Meta
  64. 64. Competes Very Well in IBL’s and Domain Age
  65. 65. Missing Great Opportunity to Grow Traffic</li></ul>© 2011 Parallel Path Corp.<br />
  66. 66. SEO Site ClinicWeb 2.0 - San Francisco<br />Drum Roll…..<br />© 2011 Parallel Path Corp.<br />
  67. 67. SEO Site ClinicWeb 2.0 - San Francisco<br />I’m having a hard time figuring out what this site is about….<br />© 2011 Parallel Path Corp.<br />
  68. 68. SEO Site ClinicWeb 2.0 - San Francisco<br />Site Review – bebe.com<br />
  69. 69. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com - Keywords<br />Home Page Title Tag:<br />Rank<br />Competition<br />© 2011 Parallel Path Corp.<br />
  70. 70. SEO Site ClinicWeb 2.0 - NYC<br />bebe.com – Content > Keyword Density<br />Women’s Apparel<br />Women’s Clothing<br />© 2011 Parallel Path Corp.<br />
  71. 71. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com – URL’s<br />First Level<br />Second Level<br />Third Level<br />
  72. 72. SEO Site ClinicWeb 2.0 - NYC<br />bebe.com – Content > Heading Tags<br /><h1> = 0<br /><h2> = 0<br /><h3> = 0<br /><h4> = 0<br />© 2011 Parallel Path Corp.<br />
  73. 73. SEO Site ClinicWeb 2.0 - San Francisco<br />No Content– bebe.com<br />
  74. 74. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com – Information Architecture<br />
  75. 75. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com – Links<br />© 2011 Parallel Path Corp.<br />
  76. 76. SEO Site ClinicWeb 2.0 - San Francisco<br />Code – bebe.com<br />© 2011 Parallel Path Corp.<br />
  77. 77. SEO Site ClinicWeb 2.0 - San Francisco<br />© 2011 Parallel Path Corp.<br />
  78. 78. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com – Page SpeedSummary<br /><ul><li> GOOD: Minimal Embedded Scripting
  79. 79. GOOD: Using <div> for coding
  80. 80. OPPORTUNITY: Page Weight: 548.7kB
  81. 81. OPPORTUNITY: Code-to-Content Ratio Is low</li></ul>© 2011 Parallel Path Corp.<br />
  82. 82. SEO Site ClinicWeb 2.0 - San Francisco<br />bebe.com – IP & Whois Information<br />© 2011 Parallel Path Corp.<br />
  83. 83. SEO Site ClinicWeb 2.0 - San Francisco<br />The Verdict….. <br />© 2011 Parallel Path Corp.<br />
  84. 84. SEO Site ClinicWeb 2.0 - San Francisco<br />With a few optimizations I would consider this site A LOT more relevant.<br />© 2011 Parallel Path Corp.<br />
  85. 85. SEO Site ClinicWeb 2.0 - San Francisco<br />Audience Site Review<br />© 2011 Parallel Path Corp.<br />
  86. 86. Contact Information<br />Bryan Connally<br />+ SEO Account Manager<br />bconnally@parallelpath.com<br />John Schoofs<br />+ Analytics Services Manager<br />johns@parallelpath.com<br />

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