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JcMaT sEo Consulting
Search Improvement Recommendations For
Junk Food Clothing
Jason Koogler, Anh Ly, Chiachen Lin, Mitch Millstein, T.J Schaefer
Professor Perry D. Drake
University of Missouri – St. Louis
Description Tag
• Current Description Tag
   – Shop Junk Food Clothing’s
     official web store for a
     premium assortment of
     fleece hoodies, sweatshirts,
     sweatpants, and signature
     authentic vintage tees
• Suggested Description
  Tag
   – Premium assortment of
     licensed vintage, fashion
     and graphic T shirts,
     fleece hoodies and
     sweatshirts
Title Line
• Junk Food Clothing |
Official Junk Food Tees | LA
Vintage T-shirts
    - Not enough about T-Shirts
    - Would search think this is
    about junk food?
    - What does LA (Los Angeles)
    have to do with T-shirts?

• Zazzle
   – The hottest tshirts on the internet.
• T-Shirt Hell
   – T-Shirt Hell - Funny t-shirts, Crazy t-shirts, Cool t-shirts, Funny shirts,
     Cool shirts, Crazy shirts!
• CustomInk
   – Design Your Own T-Shirts Online – Free Shipping!
• Busted Tees
   – Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees
Title Line (cont.)
• Title line should use some of the
  keywords
    – The keywords don’t do anything
      to improve search results, but
      what listed is a better title line
      than current.
• Keywords
    – junkfood, t shirts, graphic tees,
      vintage tee shirts, vintage t-shirt,
      fleece, fashion tees, original
      vintage t-shirt, authentic junk
      food
•   Suggested Title Line
     Vintage, Fashion and Graphic T shirts, Fleece
     Hoodies, Sweatshirts – Junk Food Clothing
Search Improvement
          • Move the following text above
            the first image
          • Change to:
             – Junk Food Clothing’s is the
               epitome in fashion fun!
               Premium assortment of
               fleece hoodies, sweatshirts,
               sweatpants, and signature
               authentic vintage tees
               conjures the ambiance of
               American pop culture from
               the NFL ®, Star Wars ®,
               The Beatles ®, Disney ®,
               Marvel ® and DC Comics
               ®, Coca-Cola ®, Popeye ®
               and so much more.
Navigation
• Navigation is horizontal
• Best practice suggests using vertical navigation
      • Allows for increased navigation space
      • Creates an opportunity to put more text at the top of the
        page

                  Current HomePage
                 Improved HomePage
Check out Process
Check out in 3 steps:
  – Add to shopping cart,
    check out, login or
    check out as guess
  – Step 1: Shipping
    address
  – Step 2: Shipping
    method
  – Step 3: Payment info
    and submit
  – Summary
Junk food clothing seo umsl class team projects
Junk food clothing seo umsl class team projects
Compare to Best Practices
           • Same with Best Practices
              – Add to Cart button above the fold
              – “Add to cart” button and “Check out”
                button named thus, and easy to see.
              – Item Descriptions and images on cart
                page
              – Shipping calculation added to total
                before asking for credit card info
              – Use cookies and not empty cart when
                they leave the site

           • Recommendation:
              – Name “Check Out” button as such
              – Customer service number is at the
                bottom instead of on top
Comparison to Other Sites
                                                 Organic Search (24 Feb.)
                                  Page Rank             (1st Page)
                        Backlinks (out of 10)   T-Shirts Vintage T-Shirts
    Junk Food Clothing    5,600        5           7               1
            BustedTees   55,256        6           4
                 Zazzle  54,428        7           5               2
             Café Press 481,466        7           1               4
           T-Shirt Hell  54,523        4           3
            Custom Ink   33,903        6           9
           Palmer Cash    3,336        3           6               3
       Wolfgang's Vault  54,397        5                           7
              Homage      8,663        5                           8
             Worn Free    4,502        3                           9

•    Affiliate Program - http://www.junkfoodclothing.com/affiliates/
•    Results not surprising (for t-shirts)
•    Interesting results (for vintage t-shirts)
•    All results on page 1
•    But noticed that search results vary
Next Steps
• Improvements to
  home page as shown
• Small improvement to
  checkout
• Strategic decision
  – T shirts or Vintage T
    shirts?
• Backlink improvement
  strategy
• Paid search for T-shirts
Kate Altenhofer
UMSL Visibility   Meghan Jonas
                    Scott Mettler
                     Tiantian Xie
Intro to Junk Food Clothing
   Junk Food Clothing burst onto the scene in 1998
    as the original vintage t-shirt company, creating
    and forever changing the premium t-shirt market.
   Junk Food is a licensing powerhouse with
    distribution rights to over 800 pop-culture
    properties across multiple categories including
    rock & roll, characters, movies, sports and foods.
Main Points of Proposal
 Searchability
 Image Tags
 Crawlability
 Backlinks
 Increasing Page Rank
 Navigation
 Checkout Process
 Competitor Comparison
Searchability
   Title Tags
       Current Situation:
        ○ Keywords should be listed before company name; include additional keywords
       Opportunity:
        ○ List keywords first, followed by website name
        ○ Proposed Title Line: Limited Edition, Authentic, Vintage T-shirts | Clothing –
           Junk Food Clothing


   Description Tag
       Current Situation:
        ○ Identify key sellers on website and include those words in description tag
       Opportunity:
        ○ Reference collections such as professional sports teams (NBA, NFL)
        ○ Change order of words based on what Junk Food Clothing touts as their
           specialty (list vintage first)
        ○ Advertise relevant content to searchers to let them know exactly what the given
           page has with regard to what they’re looking for
Searchability
   Keyword Listing
     Current Situation:
           <meta name="keywords" content="junkfood, t shirts, graphic
           tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees,
           original vintage t-shirt, authentic junk food" />
     Opportunity:
      ○ Proposed listing: <meta name="keywords" content="junkfood, t
        shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece,
        fashion tees, original vintage t-shirt, authentic junk food" />
      ○ The listing could be improved with adding keywords – Junk Food
        Clothing also sells sweatshirts, sweatpants, hoodies so these
        should also be included
Image Tags
   Junk Food Clothing does a great job of utilizing
    image tags to enhance their website.
   Junk Food Clothing is an image heavy site, therefore
    the image tags are especially important for the
    following reasons:
     Invisible text can be used with image tags and helps web
      spiders to gather and analyze information about Junk
      Food Clothing
     Images can organize your page, emphasize your content,
      and make it visually appealing for visitors.
     Image tags help ensure that search engines catalog your
      websites images appropriately so visitors can find your
      site.
     Images should be tagged for those that are visually
      impaired
Crawlability
   Meta tags
   Visible Text
     Current Situation: Little text available, shows at
      bottom of home page.
     Opportunity: Utilize keywords more, move to top of
      page.
   Robots File
     Current Situation: Exists already.
     Opportunity: Keep up to date, utilize with testing.
   Site Map
     Current Situation: Does not exist.
     Opportunity: Create to allow more efficient crawling.
Backlinks
 Junk Food Clothing has 5,600 backlinks.
 BustedTees, one of Junk Food
  Clothing’s main competitors, has 55,256
  backlinks
     It’s all about the backlinks!
     Backlinks are a vote of confidence in your
      website.
Page Rank
   Current Situation
     Junk Food Clothing rank - 5/10
     Key competitor ranking - 6/10
   Opportunity
     Include additional, more descriptive
      keywords
     Expand/increase navigation
     Improve title
     Increase credible backlinks
Navigation
   Navigation
     Current Situation:
      ○ The navigation is currently horizontal across
       the top of the web page. The navigation does
       not identify the keywords the website is
       hoping to capture.
     Opportunity:
      ○ Junk Food Clothing should have the navigation
        bar on the left hand side so more text will be read
        by the web spiders. This will aid in search engine
        optimization.
      ○ Junk Food Clothing should also incorporate their
        keywords into their navigation bar.
Checkout Process
 Overall, we thought the checkout process
  on Junk Food Clothing followed the best
  practices for online checkout.
 Current Situation:
     Ability to checkout as a guest
     Images in the shopping cart
     Shipping and taxes provided in a reasonable
     timeframe
   Opportunities:
     Rename “Next” to “Proceed to Checkout”
     The customer service number should be located
     in the header, easier to find
Competitor Comparison
   Keyword Searches
     T-shirt
      ○ Junk Food = Outside top 200 results
      ○ Busted Tees = 8th
      ○ Café Press = 3rd
     Vintage T-shirt
      ○ Junk Food = 1st
      ○ Busted Tees = Outside top results
      ○ Café Press = 4th
Proposal Summary
   Key Recommendations
     The customer service number and address
        should be located in the header for easy access
       Navigation should be altered to vertical
        alignment instead of horizontal across the top of
        the webpage
       Keep keywords relevant and include in
        description tag
       Advertise relevant content in description tag to
        let searchers know exactly what the given page
        has with regard to what they’re looking for
       Include as many pertinent and credible
        backlinks as possible
Thank You!
MKTG5721
Professor Drake              UMSL Visibility   27
University of Missouri-St.
Louis




                                Presented by:
                                Katie Dodd
                                Ryan Hader
                                Christina
                                Kennedy
                                Tim McCabe


  March 5, 2013
UMSL Visibility   28




March 5, 2013
Title Tag
29




 Current Title Tag:

 Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts

 • Current tag does not match up well with your current set of
   keywords
 • Tag could be re-ordered: Your company name should go to the end
   of the line since it does not contain useful keywords


                                     UMSL Visibility   March 5, 2013
Title Tag
30




 Recommended Title Tag:

 Vintage T-Shirts, Fleece, Fashion T-Shirts | Junk Food Clothing

 •   More suited to best practices
 •   Company name can go to end of title tag
 •   Fits within the suggested 70-character limit
 •   Reinforces their keywords (you will see in a moment why we chose
     these specific keywords)
                                    UMSL Visibility   March 5, 2013
Keyword Listing
31


Current keyword listing:                 Your current keyword
• Junkfood                               listing for your home page
• t shirts                               is too extensive. By
• graphic tees                           limiting your focus to 3-4
• vintage tee shirts                     keywords, you will be able
• vintage t-shirt                        to utilize these throughout
• fleece                                 your various tags so that
• fashion tees                           Google can more easily
• original vintage t-shirt               identify and classify you
• authentic junk food                    for searches.
                        Revised keyword listing:
        1) vintage t-shirts   2) fleece       3) fashion t-shirts

                                      UMSL Visibility   March 5, 2013
Description Tag
32




 Current Description Tag:

 “Shop Junk Food Clothing’s official web store for a premium
 assortment of fleece hoodies, sweatshirts, sweatpants and signature
 authentic vintage tees.”

 Your description tag is the ideal length because the full tag can be
 read in Google’s search results. This is a clean and organized way to
 let users know what exactly your site has to offer. However…
                                     UMSL Visibility   March 5, 2013
Description Tag
33




 … you currently have a higher page rank w/the term “vintage t-shirts” -
 - so we recommend you list that first. This revised description tag
 repeats your essential home page keywords:

 “Shop Junk Food Clothing’s official store for a premium assortment of
 authentic vintage t-shirts, fleece hoodies, fashion t-shirts, and
 sweatshirts.”


                                     UMSL Visibility   March 5, 2013
Image Tags
34




                                    Current: <img> alt = “Shop our
                                    NFL styles!”

                                    New: <img> alt = “NFL t-shirts for
                                    men and women”

Your site does use image tags with alternate (alt) text. These tags are
critical because spiders can only crawl actual text. Keyword-focused
coyp needs to be implemented, allowing the images to be included in
your SEO programming.

Keep in mind, however, that you should be sure to use a standard
naming taxonomy and label the images “t-shirts” (as opposed to t-shirt
or t-shirts).                      UMSL Visibility March 5, 2013
Layout & Navigation
35


Page Text
Your site currently focuses heavily on imagery and flash to showcase
your merchandise in an aesthetically pleasing manner, and your text is
below the fold. We recommend keeping this as is. The home page
copy, however, can be updated to include the revised set of critical
keywords. The screen shot below cuts off at the fold.




                                    UMSL Visibility   March 5, 2013
Layout & Navigation
36


Navigation
Many e-commerce sites seem to utilize the top drop-down method for
site navigation from the home page. We recommend having the nav
on the left column of your site, to increase exposure and simplify the
process.




                                    UMSL Visibility   March 5, 2013
Layout & Navigation
37




                    UMSL Visibility   March 5, 2013
Checkout Process
38




     The checkout process seems to be user-friendly:
     • It is labeled correctly as “add to cart” and not “buy” or “purchase”
     • LiveChat option during business hours allows for convenient customer
       service
     • It does allow for shipping to be calculated prior to entering payment info.
     • The “add to cart” button is above the fold on the product pages, allowing for
       high visibility.
     • The button is labeled correctly, as well.

     With a couple changes, this process can be even easier for your customers:

     • We recommend changing the “Next” button copy to “Proceed to Checkout”
     • Your customer service number is not clearly marked on each page.



                                                UMSL Visibility   March 5, 2013
Competitive
39


Backlinking
• Quality linking is critical in achieving and maintaining a successful
  SEO profile
• Relevant inbound links are generated when you create and share
  quality content. Your blog currently sits on Blogger. Incorporating
  this into your current site will help boost quality inbound links for a
  strong backlink program.

          SEOProfiler Stats   Junkfoodclothing.c         BustedTees.co
                              om                         m
          Total Backlinks           5,610                     55,235
          Google Rankings            276                      1,033
          Link Influence             76%                       97%
          Score
                                       UMSL Visibility    March 5, 2013
Competitive
40


Page Rank
• Ranks the importance of your page; heavily impacted by amount of
  quality inbound links.
• Your home page ranks closely with your rival because although
  they have many more inbound links (previous slide), the quality of
  your links seem to carry a lot of weight.


         Page Rank        Junkfoodclothing.c         BustedTees.co
                          om                         m
         Page Rank               5/10                      6/10




                                   UMSL Visibility    March 5, 2013
Competitive
41


Organic Results: “t-shirts”
• Your site appears Page 4 of organic results for the keyword search
  “t-shirts”. Is this bad? Not necessarily…
• You are focused on more specific keywords than this– such as
  “vintage t-shirts”. In fact, you are ranked #1 overall for that keyword
  search.
• We recommend staying the course with more descriptive keywords
  so your site is found by relevant and targeted users.
       Organic results      Junkfoodclothing.co BustedTees.com
       (Google)             m
       “t-shirts”             #3 on Page 4 (43)               Page 1
       “vintage t-shirts”      #1 on Page 1 (1)           #104, Page 10


                                      UMSL Visibility   March 5, 2013
Thank You!
42




     Thank you for your time today! Before we go out and explore Los
     Angeles, let’s use any remaining time we have for questions and
                                discussion.




                                      UMSL Visibility   March 5, 2013
University of Missouri – St. Louis

        Tianhui Yu
      Jimmy Truschel
      Lauren Reuther
      Eugene Spektor

  Professor Perry Drake
Current title line:




What we suggest:

“LA Vintage T-shirt | Women’s Men’s and Kid’s Clothing |
Junk Food Clothing”
Current title line:


"keywords" content="junkfood, t shirts, graphic tees, vintage
tee shirts, vintage t-shirt, fleece, fashion tees, original vintage
t-shirt, authentic junk food”

What we suggest

They should consider adding “Men’s Clothing,” “Women’s
Clothing,” “Children’s Clothing,” “Sweat Pants,” and
“American Pop-Culture.”
Current title line:


"keywords" content="junkfood, t shirts, graphic tees, vintage
tee shirts, vintage t-shirt, fleece, fashion tees, original vintage
t-shirt, authentic junk food”

What we suggest

They should consider adding “Men’s Clothing,” “Women’s
Clothing,” “Children’s Clothing,” “Sweat Pants,” and
“American Pop-Culture.”
 “Shop Junk Food Clothing’s official web store for a
  premium assortment of fleece hoodies, sweatshirts,
  sweatpants, and signature authentic vintage tees."

            Clear concise description of site
            Potential to be more “grabbing”
   Reinforce Keywords
   Drive pop culture
    keywords
   Consistent with
    goals of images
   Consistent with
    Image tags
   Pop Culture
    references
   Potential for better
    header
   Tees vs. Shirt
 Intuitive Navigation
 Horizontal
 User is able to hover over a heading and easily see all the
  choices that are available
 Logo is clickable to easily get back to the homepage.
 Success:
   Download times were low
   Checkout process was quick
 Recommendations:
   Allow customer to delete item throughout the checkout
    process.
   Running total of items in the cart
   Disable fields to shift from right to left
   Total amount of purchase on each page of checkout
Number of BackLinks
60,000
50,000
40,000                         Junk Food Clothing
                               Co. - 5,600
30,000
20,000                         Busted Tees - 55,256

10,000
    0
 Junk Food Clothing




 Busted Tees
 Busted Tees: 6
   Backlinks: 55,256
 Junk Food Clothing: 5
   Backlinks: 5,600
 Busted Tees: Page 1, position 8
 Junk Food Clothing: Page 4, position 3
 What Junk Food Clothing does right:
   Description
   Tagged Images
   Navigation
 What UMSL Visibility can improve:
   Title Line
   Keywords
   Backlinks
   Anchor Text
Junk food clothing seo umsl class team projects
SEO Team Project                         Yuan Chen
                                 Nancy Concepcion
                                Shayelle Dominguez
                                           Chao Liu




                             Instructor: Perry Drake
                   University of Missouri – St. Louis
                                               2013.3
Executive Summary


           Customer
           Interface
Keywords               Page
and Tags               Rank

           Optimized
             Site
Title Tag

• Junk Food Clothing| Official Junk Food Tees| LA Vintage
  T-shirts
• Optimal Format
  Brand Name | Primary Keyword and Secondary Keyword
• Suggestions:
  Junk Food Clothing| Junk Food Tees| LA Vintage T-shirts
  |Graphic Tees

                                                      60
Keyword Tag

• Junkfood, t shirts, graphic tees, vintage tee
  shirts, vintage t-shirts, fleece, fashion tees, original
  vintage t-shirt, authentic junk food
• Suggestions: be extended
    Characters, superhero, cartoons
    Kids, women’s, men's, toddlers


                                                             61
Description Tag

 • Shop Junk Food Clothing’s official web
   store for a premium assortment of fleece
   hoodies, sweatshirts, sweatpants, and
   signature authentic vintage tees.
 • Suggestions:
   … for an assortment of casual
   hoodies, sweatshirts, t-
   shirts, shirts, tees, and signature authentic
   vintage tees.
Image Tag

• Use image alt tags: “Shop the kids Spring Catalog”
• Help web-bots find keywords on the page
• Text is visible on “mouse over” directing to the next
  page
• Search engines are giving more weight to Alt Tag
  than the Title Tag on the page
Page Text

• Poor Use of Contrast, lack of Attraction and personality
   https://www.junkfoodclothing.com/privacy-policy/
   http://www.junkfoodclothing.com/affiliates/

     -- Reconsider the color matching and layout
• Bad Typography, uncomfortable fonts (Courier New,
  Monospace Fonts)
      -- bolded text, use a Sans serif typeface
• No product ratings and customer review
• Bad browser compatibility (IE, Firefox, Chrome)
Checkout Process
 •Registration is too long
          (Nick name and log ID)
 •Unclear error message
 •No continue shopping choice
 when checkout

 •High cost of shipping and total cost
 no shown until at the end
 •Lack of detailed confirmation
 information
 •Unclear about delivery time
 •No order-modification options
Improved
Checkout Process
• Shorten Registration time
• Provide Clear Error Messages
• Give users the option to continue shopping from the
  checkout page
• Tell customers the total cost earlier
• Tell the customers what happens next
• Inform the users about delivery time
• Include gift wrap/message options
• Easy to view and modify order (Amazon )
Navigation
•   Drop down menus frustrate many users
•   Requires a minimum of 3 clicks to reach an item
•   Too many top level choices
•   Provided categories discourage browsing
•   Navigation is all horizontal
•   Photos do not provide adequate detail
•   Uncomfortable font
Improved Navigation

Art House
                 • Show images based on broad categories
Characters          – Characters or themes
Sports Teams        – Limit to fewer than 7
NFL
NBA              • Use vertical navigation to narrow
  Tops
  Bottoms          choices
       Men’s
       Women’s      – Gender, style, color
                 • Most important (or popular) items first
                   or last
Back links, Rankings, and Google
AdWords
                   Busted Tees   Junk Food Clothing   BT vs. JFC


Back links           55,256            5,610            9.8x

Organic Rankings
                     1,037              276             3.8x
(keywords)
# of Google
                       30               20              1.5x
AdWords Ads
Page Rank



 Are we surprised? Kind of..
 • Number of backlinks
     Quality vs. quantity
 • Image tags
     Using keywords
 • Home page
     Text vs. images (flash)
Engine Search “t-shirts”

Are we surprised? Not really…
• Number of backlinks             <meta name="keywords" content="funny t-shirts, funny t shirts, t-
                                  shirts, funny shirts, t shirts, funny tshirts, tshirts, funny tees, funny tee

• Tags                            shirts, t shirt, t-shirt, tee shirts, shirts" />

                                <title>Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees</title>

      Description
      Title
      Keywords                    <meta name="keywords" content="junkfood, t shirts, graphic
                                   tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original

• Navigation                       vintage t-shirt, authentic junk food" />

                                   <title>Junk Food Clothing | Official Junk Food Tees | LA
                                   Vintage T-shirts</title>
Conclusions
Questions?
University of Missouri – St. Louis
           SEO project for


Junk Food Clothing Co.
                             • Prof. Perry Drake
                                • Lai Doan
                                • Drew Schuermann
                                • Matthew Baker
                                • Tianzhou Zhang
The importance of Search engine




 How many times have you been on Google this week?
 If you find what you look for on page 1 on Google
  search, will you continue your search on page 2, 3, or
  4,…
 The Findings: The top results in Google get an
  average click-through rate of 36.4%.
    ◦ Position 2 gets a CTR of 12.5%.
    ◦ CTR’s for position 3-10 are
      9.5%, 7.9%, 6.1%, 4.1%, 3.8%, 3.0%, 2.2%.
    ◦ The top results get as many clicks as results 2-5
      combined
Junk Food Clothing and Competitors

      Findings:




      Junk Food Clothing
   http://www. junkfoodclothing.com appear on
    page 4

      Bustedtees
      http://www.bustedtees.com appear on page 1
Titleline
   Junk Food Clothing | Official Junk Food Tees | LA
    Vintage T-shirts
    ◦ Not the best from an SEO perspective
   T-Shirts | LA Clothes | Shirts | Junk Food Clothing
    ◦ Significantly better
Keyword Listing
        Keyword/Phrase         Global Monthly Searches
             junkfood                  246,000
              t shirts                16,600,000
           graphic tees                110,000
        vintage tee shirts              22,000
          vintage t-shirt              110,000
               fleece                 1,830,000
           fashion tees                  6,600
      original vintage t-shirt            n/a
       authentic junk food                n/a

The keyword list includes a few phrases for which the Google
AdWords Suggestion Tool couldn’t provide data.
Keyword Listing
      Keyword/Phrase     Global Monthly Searches
            tshirts             16,600,000
           t shirts             16,600,000
         tee shirts             3,350,000
          T-shirts              16,600,000
            shirts              30,400,000
           hoodie               4,090,000
           jackets              13,600,000
         la clothes             55,500,000
         clothing la            55,500,000

This keyword list increases the number of global monthly
searches by 193,315,400.
Description Tag
 Shop Junk Food Clothing’s official web store for a premium
assortment of fleece hoodies, sweatshirts, sweatpants, and
signature authentic vintage tees.
    • The description tag does not include any of the
    keywords in the keyword list.
image tags
Image   tags are used but some of them do not include “alt” and
“title” attributes which is very important for reaching your SEO
goals
The text they used to describe the pictures are also not good
enough. “Junk Food Clothing” is not a good option.

alt="Baltimore Ravens“             alt="Baltimore Ravens T-shirts “
title="Baltimore Ravens"           title="Baltimore Ravens tee shirts"
visible page text
   There is no need to put the introduction of company on
    the homepage. Put it in “about us”.
   Include a word paragraph at the top, explaining what
    you’re offering on the page. Keywords also work here.




                  http://www.zazzle.com/tshirts
navigation
 Need to be simple and easy to navigate
 navigation link should contain appropriate keywords to
  ensure relevance and enhanced page rank
 Filters only appear when you use search function
    If you have more than 20 products on a navigation page, it will be
    difficult for users to read through without a filter
Checkout Process
 Checkout process is slow
 Font size changes inexplicably
 No attempt to recover empty checkout
  abandonment
Linked Sites
   Busted Tees
    ◦ 3,893 websites
    ◦ 55,256 links

   Junk Food Clothing
    ◦ 881 websites
    ◦ 5,600 links
Google Page rank of Junk Food
Clothing & competitors

     Junk Food Clothing



     Bustedtees.com


       No surprise
     SEO-4-THE BEST OPTION FOR YOUR
      BUSINESS
Questions?

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Junk food clothing seo umsl class team projects

  • 1. JcMaT sEo Consulting Search Improvement Recommendations For Junk Food Clothing Jason Koogler, Anh Ly, Chiachen Lin, Mitch Millstein, T.J Schaefer Professor Perry D. Drake University of Missouri – St. Louis
  • 2. Description Tag • Current Description Tag – Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees • Suggested Description Tag – Premium assortment of licensed vintage, fashion and graphic T shirts, fleece hoodies and sweatshirts
  • 3. Title Line • Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts - Not enough about T-Shirts - Would search think this is about junk food? - What does LA (Los Angeles) have to do with T-shirts? • Zazzle – The hottest tshirts on the internet. • T-Shirt Hell – T-Shirt Hell - Funny t-shirts, Crazy t-shirts, Cool t-shirts, Funny shirts, Cool shirts, Crazy shirts! • CustomInk – Design Your Own T-Shirts Online – Free Shipping! • Busted Tees – Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees
  • 4. Title Line (cont.) • Title line should use some of the keywords – The keywords don’t do anything to improve search results, but what listed is a better title line than current. • Keywords – junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food • Suggested Title Line Vintage, Fashion and Graphic T shirts, Fleece Hoodies, Sweatshirts – Junk Food Clothing
  • 5. Search Improvement • Move the following text above the first image • Change to: – Junk Food Clothing’s is the epitome in fashion fun! Premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees conjures the ambiance of American pop culture from the NFL ®, Star Wars ®, The Beatles ®, Disney ®, Marvel ® and DC Comics ®, Coca-Cola ®, Popeye ® and so much more.
  • 6. Navigation • Navigation is horizontal • Best practice suggests using vertical navigation • Allows for increased navigation space • Creates an opportunity to put more text at the top of the page Current HomePage Improved HomePage
  • 7. Check out Process Check out in 3 steps: – Add to shopping cart, check out, login or check out as guess – Step 1: Shipping address – Step 2: Shipping method – Step 3: Payment info and submit – Summary
  • 10. Compare to Best Practices • Same with Best Practices – Add to Cart button above the fold – “Add to cart” button and “Check out” button named thus, and easy to see. – Item Descriptions and images on cart page – Shipping calculation added to total before asking for credit card info – Use cookies and not empty cart when they leave the site • Recommendation: – Name “Check Out” button as such – Customer service number is at the bottom instead of on top
  • 11. Comparison to Other Sites Organic Search (24 Feb.) Page Rank (1st Page) Backlinks (out of 10) T-Shirts Vintage T-Shirts Junk Food Clothing 5,600 5 7 1 BustedTees 55,256 6 4 Zazzle 54,428 7 5 2 Café Press 481,466 7 1 4 T-Shirt Hell 54,523 4 3 Custom Ink 33,903 6 9 Palmer Cash 3,336 3 6 3 Wolfgang's Vault 54,397 5 7 Homage 8,663 5 8 Worn Free 4,502 3 9 • Affiliate Program - http://www.junkfoodclothing.com/affiliates/ • Results not surprising (for t-shirts) • Interesting results (for vintage t-shirts) • All results on page 1 • But noticed that search results vary
  • 12. Next Steps • Improvements to home page as shown • Small improvement to checkout • Strategic decision – T shirts or Vintage T shirts? • Backlink improvement strategy • Paid search for T-shirts
  • 13. Kate Altenhofer UMSL Visibility Meghan Jonas Scott Mettler Tiantian Xie
  • 14. Intro to Junk Food Clothing  Junk Food Clothing burst onto the scene in 1998 as the original vintage t-shirt company, creating and forever changing the premium t-shirt market.  Junk Food is a licensing powerhouse with distribution rights to over 800 pop-culture properties across multiple categories including rock & roll, characters, movies, sports and foods.
  • 15. Main Points of Proposal  Searchability  Image Tags  Crawlability  Backlinks  Increasing Page Rank  Navigation  Checkout Process  Competitor Comparison
  • 16. Searchability  Title Tags  Current Situation: ○ Keywords should be listed before company name; include additional keywords  Opportunity: ○ List keywords first, followed by website name ○ Proposed Title Line: Limited Edition, Authentic, Vintage T-shirts | Clothing – Junk Food Clothing  Description Tag  Current Situation: ○ Identify key sellers on website and include those words in description tag  Opportunity: ○ Reference collections such as professional sports teams (NBA, NFL) ○ Change order of words based on what Junk Food Clothing touts as their specialty (list vintage first) ○ Advertise relevant content to searchers to let them know exactly what the given page has with regard to what they’re looking for
  • 17. Searchability  Keyword Listing  Current Situation:  <meta name="keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />  Opportunity: ○ Proposed listing: <meta name="keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" /> ○ The listing could be improved with adding keywords – Junk Food Clothing also sells sweatshirts, sweatpants, hoodies so these should also be included
  • 18. Image Tags  Junk Food Clothing does a great job of utilizing image tags to enhance their website.  Junk Food Clothing is an image heavy site, therefore the image tags are especially important for the following reasons:  Invisible text can be used with image tags and helps web spiders to gather and analyze information about Junk Food Clothing  Images can organize your page, emphasize your content, and make it visually appealing for visitors.  Image tags help ensure that search engines catalog your websites images appropriately so visitors can find your site.  Images should be tagged for those that are visually impaired
  • 19. Crawlability  Meta tags  Visible Text  Current Situation: Little text available, shows at bottom of home page.  Opportunity: Utilize keywords more, move to top of page.  Robots File  Current Situation: Exists already.  Opportunity: Keep up to date, utilize with testing.  Site Map  Current Situation: Does not exist.  Opportunity: Create to allow more efficient crawling.
  • 20. Backlinks  Junk Food Clothing has 5,600 backlinks.  BustedTees, one of Junk Food Clothing’s main competitors, has 55,256 backlinks  It’s all about the backlinks!  Backlinks are a vote of confidence in your website.
  • 21. Page Rank  Current Situation  Junk Food Clothing rank - 5/10  Key competitor ranking - 6/10  Opportunity  Include additional, more descriptive keywords  Expand/increase navigation  Improve title  Increase credible backlinks
  • 22. Navigation  Navigation  Current Situation: ○ The navigation is currently horizontal across the top of the web page. The navigation does not identify the keywords the website is hoping to capture.  Opportunity: ○ Junk Food Clothing should have the navigation bar on the left hand side so more text will be read by the web spiders. This will aid in search engine optimization. ○ Junk Food Clothing should also incorporate their keywords into their navigation bar.
  • 23. Checkout Process  Overall, we thought the checkout process on Junk Food Clothing followed the best practices for online checkout.  Current Situation:  Ability to checkout as a guest  Images in the shopping cart  Shipping and taxes provided in a reasonable timeframe  Opportunities:  Rename “Next” to “Proceed to Checkout”  The customer service number should be located in the header, easier to find
  • 24. Competitor Comparison  Keyword Searches  T-shirt ○ Junk Food = Outside top 200 results ○ Busted Tees = 8th ○ Café Press = 3rd  Vintage T-shirt ○ Junk Food = 1st ○ Busted Tees = Outside top results ○ Café Press = 4th
  • 25. Proposal Summary  Key Recommendations  The customer service number and address should be located in the header for easy access  Navigation should be altered to vertical alignment instead of horizontal across the top of the webpage  Keep keywords relevant and include in description tag  Advertise relevant content in description tag to let searchers know exactly what the given page has with regard to what they’re looking for  Include as many pertinent and credible backlinks as possible
  • 27. MKTG5721 Professor Drake UMSL Visibility 27 University of Missouri-St. Louis Presented by: Katie Dodd Ryan Hader Christina Kennedy Tim McCabe March 5, 2013
  • 28. UMSL Visibility 28 March 5, 2013
  • 29. Title Tag 29 Current Title Tag: Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts • Current tag does not match up well with your current set of keywords • Tag could be re-ordered: Your company name should go to the end of the line since it does not contain useful keywords UMSL Visibility March 5, 2013
  • 30. Title Tag 30 Recommended Title Tag: Vintage T-Shirts, Fleece, Fashion T-Shirts | Junk Food Clothing • More suited to best practices • Company name can go to end of title tag • Fits within the suggested 70-character limit • Reinforces their keywords (you will see in a moment why we chose these specific keywords) UMSL Visibility March 5, 2013
  • 31. Keyword Listing 31 Current keyword listing: Your current keyword • Junkfood listing for your home page • t shirts is too extensive. By • graphic tees limiting your focus to 3-4 • vintage tee shirts keywords, you will be able • vintage t-shirt to utilize these throughout • fleece your various tags so that • fashion tees Google can more easily • original vintage t-shirt identify and classify you • authentic junk food for searches. Revised keyword listing: 1) vintage t-shirts 2) fleece 3) fashion t-shirts UMSL Visibility March 5, 2013
  • 32. Description Tag 32 Current Description Tag: “Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants and signature authentic vintage tees.” Your description tag is the ideal length because the full tag can be read in Google’s search results. This is a clean and organized way to let users know what exactly your site has to offer. However… UMSL Visibility March 5, 2013
  • 33. Description Tag 33 … you currently have a higher page rank w/the term “vintage t-shirts” - - so we recommend you list that first. This revised description tag repeats your essential home page keywords: “Shop Junk Food Clothing’s official store for a premium assortment of authentic vintage t-shirts, fleece hoodies, fashion t-shirts, and sweatshirts.” UMSL Visibility March 5, 2013
  • 34. Image Tags 34 Current: <img> alt = “Shop our NFL styles!” New: <img> alt = “NFL t-shirts for men and women” Your site does use image tags with alternate (alt) text. These tags are critical because spiders can only crawl actual text. Keyword-focused coyp needs to be implemented, allowing the images to be included in your SEO programming. Keep in mind, however, that you should be sure to use a standard naming taxonomy and label the images “t-shirts” (as opposed to t-shirt or t-shirts). UMSL Visibility March 5, 2013
  • 35. Layout & Navigation 35 Page Text Your site currently focuses heavily on imagery and flash to showcase your merchandise in an aesthetically pleasing manner, and your text is below the fold. We recommend keeping this as is. The home page copy, however, can be updated to include the revised set of critical keywords. The screen shot below cuts off at the fold. UMSL Visibility March 5, 2013
  • 36. Layout & Navigation 36 Navigation Many e-commerce sites seem to utilize the top drop-down method for site navigation from the home page. We recommend having the nav on the left column of your site, to increase exposure and simplify the process. UMSL Visibility March 5, 2013
  • 37. Layout & Navigation 37 UMSL Visibility March 5, 2013
  • 38. Checkout Process 38 The checkout process seems to be user-friendly: • It is labeled correctly as “add to cart” and not “buy” or “purchase” • LiveChat option during business hours allows for convenient customer service • It does allow for shipping to be calculated prior to entering payment info. • The “add to cart” button is above the fold on the product pages, allowing for high visibility. • The button is labeled correctly, as well. With a couple changes, this process can be even easier for your customers: • We recommend changing the “Next” button copy to “Proceed to Checkout” • Your customer service number is not clearly marked on each page. UMSL Visibility March 5, 2013
  • 39. Competitive 39 Backlinking • Quality linking is critical in achieving and maintaining a successful SEO profile • Relevant inbound links are generated when you create and share quality content. Your blog currently sits on Blogger. Incorporating this into your current site will help boost quality inbound links for a strong backlink program. SEOProfiler Stats Junkfoodclothing.c BustedTees.co om m Total Backlinks 5,610 55,235 Google Rankings 276 1,033 Link Influence 76% 97% Score UMSL Visibility March 5, 2013
  • 40. Competitive 40 Page Rank • Ranks the importance of your page; heavily impacted by amount of quality inbound links. • Your home page ranks closely with your rival because although they have many more inbound links (previous slide), the quality of your links seem to carry a lot of weight. Page Rank Junkfoodclothing.c BustedTees.co om m Page Rank 5/10 6/10 UMSL Visibility March 5, 2013
  • 41. Competitive 41 Organic Results: “t-shirts” • Your site appears Page 4 of organic results for the keyword search “t-shirts”. Is this bad? Not necessarily… • You are focused on more specific keywords than this– such as “vintage t-shirts”. In fact, you are ranked #1 overall for that keyword search. • We recommend staying the course with more descriptive keywords so your site is found by relevant and targeted users. Organic results Junkfoodclothing.co BustedTees.com (Google) m “t-shirts” #3 on Page 4 (43) Page 1 “vintage t-shirts” #1 on Page 1 (1) #104, Page 10 UMSL Visibility March 5, 2013
  • 42. Thank You! 42 Thank you for your time today! Before we go out and explore Los Angeles, let’s use any remaining time we have for questions and discussion. UMSL Visibility March 5, 2013
  • 43. University of Missouri – St. Louis Tianhui Yu Jimmy Truschel Lauren Reuther Eugene Spektor Professor Perry Drake
  • 44. Current title line: What we suggest: “LA Vintage T-shirt | Women’s Men’s and Kid’s Clothing | Junk Food Clothing”
  • 45. Current title line: "keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food” What we suggest They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”
  • 46. Current title line: "keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food” What we suggest They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”
  • 47.  “Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees."  Clear concise description of site  Potential to be more “grabbing”
  • 48. Reinforce Keywords  Drive pop culture keywords  Consistent with goals of images
  • 49. Consistent with Image tags  Pop Culture references  Potential for better header  Tees vs. Shirt
  • 50.  Intuitive Navigation  Horizontal  User is able to hover over a heading and easily see all the choices that are available  Logo is clickable to easily get back to the homepage.
  • 51.  Success:  Download times were low  Checkout process was quick  Recommendations:  Allow customer to delete item throughout the checkout process.  Running total of items in the cart  Disable fields to shift from right to left  Total amount of purchase on each page of checkout
  • 52. Number of BackLinks 60,000 50,000 40,000 Junk Food Clothing Co. - 5,600 30,000 20,000 Busted Tees - 55,256 10,000 0
  • 53.  Junk Food Clothing  Busted Tees
  • 54.  Busted Tees: 6  Backlinks: 55,256  Junk Food Clothing: 5  Backlinks: 5,600
  • 55.  Busted Tees: Page 1, position 8  Junk Food Clothing: Page 4, position 3
  • 56.  What Junk Food Clothing does right:  Description  Tagged Images  Navigation  What UMSL Visibility can improve:  Title Line  Keywords  Backlinks  Anchor Text
  • 58. SEO Team Project Yuan Chen Nancy Concepcion Shayelle Dominguez Chao Liu Instructor: Perry Drake University of Missouri – St. Louis 2013.3
  • 59. Executive Summary Customer Interface Keywords Page and Tags Rank Optimized Site
  • 60. Title Tag • Junk Food Clothing| Official Junk Food Tees| LA Vintage T-shirts • Optimal Format Brand Name | Primary Keyword and Secondary Keyword • Suggestions: Junk Food Clothing| Junk Food Tees| LA Vintage T-shirts |Graphic Tees 60
  • 61. Keyword Tag • Junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirts, fleece, fashion tees, original vintage t-shirt, authentic junk food • Suggestions: be extended  Characters, superhero, cartoons  Kids, women’s, men's, toddlers 61
  • 62. Description Tag • Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees. • Suggestions: … for an assortment of casual hoodies, sweatshirts, t- shirts, shirts, tees, and signature authentic vintage tees.
  • 63. Image Tag • Use image alt tags: “Shop the kids Spring Catalog” • Help web-bots find keywords on the page • Text is visible on “mouse over” directing to the next page • Search engines are giving more weight to Alt Tag than the Title Tag on the page
  • 64. Page Text • Poor Use of Contrast, lack of Attraction and personality https://www.junkfoodclothing.com/privacy-policy/ http://www.junkfoodclothing.com/affiliates/ -- Reconsider the color matching and layout • Bad Typography, uncomfortable fonts (Courier New, Monospace Fonts) -- bolded text, use a Sans serif typeface • No product ratings and customer review • Bad browser compatibility (IE, Firefox, Chrome)
  • 65. Checkout Process •Registration is too long (Nick name and log ID) •Unclear error message •No continue shopping choice when checkout •High cost of shipping and total cost no shown until at the end •Lack of detailed confirmation information •Unclear about delivery time •No order-modification options
  • 66. Improved Checkout Process • Shorten Registration time • Provide Clear Error Messages • Give users the option to continue shopping from the checkout page • Tell customers the total cost earlier • Tell the customers what happens next • Inform the users about delivery time • Include gift wrap/message options • Easy to view and modify order (Amazon )
  • 67. Navigation • Drop down menus frustrate many users • Requires a minimum of 3 clicks to reach an item • Too many top level choices • Provided categories discourage browsing • Navigation is all horizontal • Photos do not provide adequate detail • Uncomfortable font
  • 68. Improved Navigation Art House • Show images based on broad categories Characters – Characters or themes Sports Teams – Limit to fewer than 7 NFL NBA • Use vertical navigation to narrow Tops Bottoms choices Men’s Women’s – Gender, style, color • Most important (or popular) items first or last
  • 69. Back links, Rankings, and Google AdWords Busted Tees Junk Food Clothing BT vs. JFC Back links 55,256 5,610 9.8x Organic Rankings 1,037 276 3.8x (keywords) # of Google 30 20 1.5x AdWords Ads
  • 70. Page Rank Are we surprised? Kind of.. • Number of backlinks Quality vs. quantity • Image tags Using keywords • Home page Text vs. images (flash)
  • 71. Engine Search “t-shirts” Are we surprised? Not really… • Number of backlinks <meta name="keywords" content="funny t-shirts, funny t shirts, t- shirts, funny shirts, t shirts, funny tshirts, tshirts, funny tees, funny tee • Tags shirts, t shirt, t-shirt, tee shirts, shirts" /> <title>Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees</title> Description Title Keywords <meta name="keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original • Navigation vintage t-shirt, authentic junk food" /> <title>Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts</title>
  • 74. University of Missouri – St. Louis SEO project for Junk Food Clothing Co. • Prof. Perry Drake • Lai Doan • Drew Schuermann • Matthew Baker • Tianzhou Zhang
  • 75. The importance of Search engine  How many times have you been on Google this week?  If you find what you look for on page 1 on Google search, will you continue your search on page 2, 3, or 4,…  The Findings: The top results in Google get an average click-through rate of 36.4%. ◦ Position 2 gets a CTR of 12.5%. ◦ CTR’s for position 3-10 are 9.5%, 7.9%, 6.1%, 4.1%, 3.8%, 3.0%, 2.2%. ◦ The top results get as many clicks as results 2-5 combined
  • 76. Junk Food Clothing and Competitors  Findings:  Junk Food Clothing  http://www. junkfoodclothing.com appear on page 4  Bustedtees  http://www.bustedtees.com appear on page 1
  • 77. Titleline  Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts ◦ Not the best from an SEO perspective  T-Shirts | LA Clothes | Shirts | Junk Food Clothing ◦ Significantly better
  • 78. Keyword Listing Keyword/Phrase Global Monthly Searches junkfood 246,000 t shirts 16,600,000 graphic tees 110,000 vintage tee shirts 22,000 vintage t-shirt 110,000 fleece 1,830,000 fashion tees 6,600 original vintage t-shirt n/a authentic junk food n/a The keyword list includes a few phrases for which the Google AdWords Suggestion Tool couldn’t provide data.
  • 79. Keyword Listing Keyword/Phrase Global Monthly Searches tshirts 16,600,000 t shirts 16,600,000 tee shirts 3,350,000 T-shirts 16,600,000 shirts 30,400,000 hoodie 4,090,000 jackets 13,600,000 la clothes 55,500,000 clothing la 55,500,000 This keyword list increases the number of global monthly searches by 193,315,400.
  • 80. Description Tag  Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees. • The description tag does not include any of the keywords in the keyword list.
  • 81. image tags Image tags are used but some of them do not include “alt” and “title” attributes which is very important for reaching your SEO goals The text they used to describe the pictures are also not good enough. “Junk Food Clothing” is not a good option. alt="Baltimore Ravens“ alt="Baltimore Ravens T-shirts “ title="Baltimore Ravens" title="Baltimore Ravens tee shirts"
  • 82. visible page text  There is no need to put the introduction of company on the homepage. Put it in “about us”.  Include a word paragraph at the top, explaining what you’re offering on the page. Keywords also work here. http://www.zazzle.com/tshirts
  • 83. navigation  Need to be simple and easy to navigate  navigation link should contain appropriate keywords to ensure relevance and enhanced page rank  Filters only appear when you use search function If you have more than 20 products on a navigation page, it will be difficult for users to read through without a filter
  • 84. Checkout Process  Checkout process is slow  Font size changes inexplicably  No attempt to recover empty checkout abandonment
  • 85. Linked Sites  Busted Tees ◦ 3,893 websites ◦ 55,256 links  Junk Food Clothing ◦ 881 websites ◦ 5,600 links
  • 86. Google Page rank of Junk Food Clothing & competitors  Junk Food Clothing  Bustedtees.com  No surprise  SEO-4-THE BEST OPTION FOR YOUR BUSINESS

Editor's Notes

  1. Busted Tees has navigation on the left hand side of the webpage.
  2. Add a 4th keyword?
  3. I can’t seem to open up the quick view to view image tags… help?
  4. I can’t seem to open up the quick view to view image tags… help?
  5. Tim– feel free to adjust the copy on this slide if you’d like, since you did the research. I removed some because it can be just talking points (full answers in the appendix)
  6. -Enable the customer to delete an item throughout the checkout process or at least before you enter your payment information-Create a counter for the shopping cart so that customers and easily glance to the right hand corner and find out how many items they currently have.-When entering information do not allow the fields to shift left to right, it makes it confusing and irritating for the customer.-The total amount of the purchase wasn’t on every page, it would have been helpful to know when choosing the shipping price. Some customers may be willing to choose faster shipping if they are below their budget.
  7. Busted Tees uses funny t-shirts and merchandise – Junk Food could look into using these texts in their links.Info on anchor texts: If many links point to a page with the right keywords in their anchor text, that page has a very good chance of ranking well. Real examples of this include the search engine result pages for the queries, &quot;click here&quot; and &quot;leave&quot;. Many of the Google results for these queries rank solely due to the anchor text of inbound links.People have a tendency to link to content using the anchor text of either the domain name or the title of the page. This is an advantage to SEOs who include keywords they want to rank for in these two elements.
  8. Best practices for website navigation generally recommend avoiding drop down menus. Most people will have clicked on a menu before they realize that additional options are available. BP also recommend keeping the menu items to 7 or less (that’s all most people can recall).
  9. Here is an abbreviated example of the new navigation we recommend. All vertical and on the left where users are trained to find menus. Most important items first or last (best sellers and sale, for example)