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How to optimize your website for search engines

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Simply having attractive text on a page isn’t going to get you the top search rankings. You need good content and a strategic way to present the page titles and URLs, meta descriptions, and links. All that will help get you to the top of the page of search engine results — and lure qualified users to your site.

In this presentation, you’ll pick-up some valuable tips, such as:

Killer Content that Converts
Simple Strategies for Optimal Performance
How to Build Website Authority
Delivering a Great User Experience

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How to optimize your website for search engines

  1. 1. Slideshare Version with text.
  2. 2. WEDNESDAY NIGHTS TWICE PER MONTH 5:30 - 7:00 pm foxxr.com/workshops Internet Marketing Workshops
  3. 3. • High energy • 15 years in the wireless industry. • President of Foxxr Internet Marketing • Active Speaker / Trainer BRIAN CHILDERS Who am I?
  4. 4. Agenda .OPTIMIZE EVERYTHING Optimization starts from the ground up on any website. Most sites we analyze are not SEO friendly. Both from a search engine and audience perspective.
  5. 5. The Elements There are many elements to great web design and optimization. We will be covering: usability, layout, content,
  6. 6. Build it before you decorate it Think about: • What makes the business money • Who are their customers • How they think and react • Keyword research ahead of time • Navigation and architecture The purpose of most websites is to engage and convert. If you are involved in a project, your focus should be on functionality and to get the reader audience to do what you want them to do
  7. 7. Navigation If they can’t find it, It doesn’t exist. The first rule of navigation is if they cannot find something, it doesn’t exist. When words are not there that they expect to see, people give up and hit their back button. It has to be obvious what we want people to do.
  8. 8. Card Sort • Let others organize sticky notes • Clear organization of content • Better for visitors • Better for search engines Web Design WordPress Web Design Website Optimization Responsive Web Design Mobile Web Design Internet Marketing SEO Services Local SEO About Us Testimonials Content Marketing Social Media Marketing Service Packages WorkshopsEmail Marketing Events Calendar Meeting Room Rental • Find your primary keywords The first rule of navigation is if they cannot find something, it doesn’t exist. When words are not there that people expect to see, they give up and hit their back button. It has to be obvious what we want people to do.
  9. 9. Taxonomy (grouping) 1 Keywords 2 3 Taxonomy Context Taxonomy is the practice of classification of things or concepts. It’s the way that you organize content into logical groups. Your primary keywords become the organization for your taxonomy or group. All of your content should fill underneath that which leads to context. So everything in a taxonomy or group should be contextually relevant.
  10. 10. Design Fact #1 • People look at pictures of people When people look at pictures of people, they look at the eyes. In this case, the image helps the reader understand the value of mobile.
  11. 11. Design Fact #2 • People focus on high contrast areas Contrast helps people focus on the right areas. Displaying your content and using keywords in the right ways at the right time will assist you in getting people to take action and go where you want them to go.
  12. 12. Design Fact #3 • Nobody reads your boring conte
  13. 13. Design Fact #4 • Write for the 79% 11% Write for the 79% “The Scanners” 16% read word for word 79% of readers scan the web. Use HTML markup. Those are elements that the search engines use to determine what words are being used consistently and contextually. Sometimes less is more
  14. 14. SEO Fact • Search Algorithms are based on human factors That’s right. The elements that help you humans scan web pages (good markup) are some of the same elements that the search engines us to determine what is important.
  15. 15. On Page Optimization On page SEO is everything that is under your control that you can use to affect search engine rankings. How hard you have to work to get rankings depends on how intense your competitors efforts are. Highly competitive markets go beyond onpage optimization
  16. 16. Site Credibility • Typography • Layout • Font Size • Color Scheme • People make credibility decisions based on the sites visual appeal These elements all work together to present the content on a page in a predictable format. The more predictable and contextual you present your content using these factors, the more your site will be seen as credible by searchers as well as relevant by search engines.
  17. 17. Site Credibility • Typography • Layout • Font Size • Color Scheme Notice the similarities? Just take a look at any of the major news websites and you will notice they have these similar visual appeals. Look at how they use these elements to present the hierarchy of information.
  18. 18. Site Credibility • Typography • Layout • Font Size • Color Scheme Notice the similarities?
  19. 19. Site Credibility • Typography • Layout • Font Size • Color Scheme Notice the similarities?
  20. 20. Page Titles The search engines use that page title in the SERP and it’s the most noticeable element, that is the most powerful content on your page to determine relevancy.
  21. 21. Search Example
  22. 22. Page URL’s Use simple URL’s that have keywords in them.
  23. 23. Search Example Notice the keyword search term is bolded in the search results. It draws the eye. My suggestion is to also include it in the meta description.
  24. 24. Meta Description Although the meta description is said to not be a direct factor in the search algorythms, a well written description will help your click through rates.
  25. 25. Page Structure • <title> • <meta-description> • <h1>,<h2>,<h3> • <a ref=…> </a> • <bold>,<strong>,<italic>
  26. 26. Headings • <h1> = page heading or headline • <h2> = article heading • <h3> = paragraph heading • <h4> = captions / sub heading Use headings to break down the page and breaking apart the content.
  27. 27. • H1’s = only once per page • H2’s = usually one per page • H3’s = paragraphs
  28. 28. http://foxxr.com/about/reviews We appreciated referrals. They are a big part of the online experience.
  29. 29. Ready for a change? Let’s get your website optimized, ranked and get the phone ringing!
  30. 30. Contact Foxxr for a consultation. Click the image to get started.

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