Two of Parallel Path Corporation's SEO experts present important techniques and tools for optimizing websites for improved search engine placement. For examples, they analyze two unrelated websites, cdw.com and yeticycles.com, and grade them on their SEO implementation. Bryan and Jon presented to a packed house at Web2.0 Expo, and their talk was very well received, even running 30 minutes over as people stayed through their lunch to learn more! To learn more about Parallel Path, visit www.parallelpath.com.

1. Panelist:
Bryan
Boe/ger,
Co-­‐Founder
and
VP
of
Opera;ons
–
Parallel
Path
Jon
Aron,
SEO
Account
Execu;ve
–
Parallel
Path
Moderator:
Janine
Soika,
Channel
Market
Leader
–
Verio
SEO
Site
Clinic:
Do
your
Websites
Test
Posi7ve
for
SEO?

2. About
Verio
• Premier
web
hos;ng,
applica;on
hos;ng
and
SaaS
applica;ons
vendor
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stable
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of
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(world’s
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telecommunica;ons
company)
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data
centers
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• Award-­‐winning
services
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performance
available
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and
customer
support
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leading
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focused
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Contact
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at
www.viaverio.com
or
888-­‐224-­‐9346

4. 
Web
2.0
-­‐
2010
SEO
Site
Clinic

5. ✪
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Bryan
Boe/ger
+
Founding
Partner/VP
Opera;ons
Jon
Aron
+
SEO
Account
Execu;ve

6. ⅗
Parallel
Path
• Analy;cally-­‐driven
online
marke;ng
specialists,
established
2005
• 16
employees,
avg.
SEM
experience
5-­‐10
years
each
• Consistently
deliver
200%
-­‐
300%
higher
conversion
rates
than
industry
average
• Located
in
Boulder,
CO

7. ⏎
Parallel
Path
Services
• Search
Engine
Op;miza;on
• Pay-­‐Per-­‐Click
• Landing
Page
Development
• Affiliate
Management
• Analy;cs
Consul;ng
• Retarge;ng/Remarke;ng
• Media
Buying
• Local
Lis;ng
&
Local
SEO
• Social
Media
Consul;ng
• Mobile
Marke;ng

8. Business
to
Business
Parallel
Path
Clients
Business
to
Consumer

9. ✔
Agenda
Top
Takeaways
Overview
Example
Site
Review
Audience
Site
Review
Q&A
SEO
Site
Clinic
Web
2.0
-­‐
NYC

10. Why
SEO?
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Depending
upon
the
ver;cal
70-­‐90%
of
users
click
on
Organic
first
PPC;
30%
SEO;
70%
**comscore
reports
92%
organic
vs
8%
Paid

11. !
Give
Keywords
the
Respect
they
Deserve
SEO
Site
Clinic
Web
2.0
-­‐
NYC
•
Successful
SEO
Begins
with
a
Sound
Strategy
•
SEO
is
Web
Design/Development
•
Leverage
Tools
Like
Trends/Insights

12. Internal
Assessment
+
Market
Assessment
+
Compe;;ve
Assessment
SEO
Site
Clinic
Web
2.0
-­‐
NYC
=
KEYWORDS
What’s
Working?
•
Analy;cs/Webmaster
Tools/CRM
•
Brochures
&
Data
Sheets
•
SMEs
&
Engineers
•
Focus
Groups
&
Surveys
•
Mine
PPC
–
Search
Query
Reports
•
Understand
Buying
Phrases
Analyze
Your
Market
•
Research
Trends
•
Industry
Websites,
Publica;ons,
&
Directories
•
Where
Does
Your
Target
Market
Go
Online?
•
Growing
or
Retrac;ng?
Know
Your
Compe;;on
•
Compe;tor
Keywords
•
Comparison
Tools
•
In;tle
Compe;;on
•
External
Link
Audit
•
Ranking
Reports

13. SEO
Site
Clinic
Web
2.0
-­‐
NYC
Win
with
Video
SEO
•
Video
SEO
is
Much
Less
Compe;;ve
–
Easier
to
Rank!
•
Distribute
Everywhere
You
Can
-­‐
YouTube,
Social
Media
Sites
&
Video
Sharing
Sites
•
Create
Stand
Alone
Page
for
Each
Video
•
Use
Term
“Video”
in
Your
Op;miza;on
•
Op;mize
Video
File
&
Meta
Data
Proper;es
•
Use
Video
Sitemaps
(RSS
&
MRSS)
to
Help
Engines
Find/Index
•
Offer
a
Textual
Transcript
of
Video
Content
•
Keep
Files
in
One
Video
Directory
YouTube
is
3rd
Most
Trafficked
Site

14. SEO
Site
Clinic
Web
2.0
-­‐
NYC
“
”
Sculp;ng,
not
just
for
Ar;sts
•
Pay
Aven;on
to
PageRank
Distribu;on
•
Internal
Linking
Indicator
of
Page
Importance
•
Integrate
Keywords
into
Link
Text

15. Tread
Lightly.
Code
Mavers.
SEO
Site
Clinic
Web
2.0
-­‐
NYC
•
Less
Is
More
•
Code-­‐to-­‐Content
Ra;o
•
Page
Weight/File
Size
•
Embedded
CSS,
JS,
Tables
•
Parallelize
Page
Resources
•
Minify
&
Compress
Files/Images

16. Sample
Site
Review
SEO
Site
Clinic
Web
2.0
-­‐
NYC

17. Site
Review
-­‐
Ye;cycles.com
SEO
Site
Clinic
Web
2.0
-­‐
NYC

18. Ye;cycles.com
-­‐
Keywords
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Home
Page
Title
Tag:

19. Ye;cycles.com
–
Google
Cache
SEO
Site
Clinic
Web
2.0
-­‐
NYC

20. Ye;cycles.com
–
Links
SEO
Site
Clinic
Web
2.0
-­‐
NYC

21. Ye;cycles.com
–
Links
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Posi7on
Site
Links
Domain
Age
1
Trekbikes.com
169K
15
Years
2
Fisherbikes.com
49K
15
Years
3
Mongoose.com
37K
13
Years
N/A
Ye;cycles.com
31K
15
Years

22. Ye;cycles.com
–
Conclusion
SEO
Site
Clinic
Web
2.0
-­‐
NYC
• All
Flash
Site
w/No
Content
• Ignored
Basic
SEO
–
Title/Meta
• Compete
Very
Well
in
IBL’s
and
Domain
Age
• Missing
Great
Opportunity
to
Grow
Traffic

23. Drum
Roll…..
SEO
Site
Clinic
Web
2.0
-­‐
NYC

25. Site
Review
–
CDW.com
SEO
Site
Clinic
Web
2.0
-­‐
NYC

26. CDW.com
-­‐
Keywords
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Home
Page
Title
Tag:
Rank
Compe;;on
Keyword
Rank
Pages
Indexed
in7tle
Comp.
IT
Services
Not
in
top
100
1,340,000,000
245,000
IT
Products
Not
in
top
100
1,540,000,000
18,400

27. CDW.com
–
Informa;on
Architecture
SEO
Site
Clinic
Web
2.0
-­‐
NYC

28. CDW.com
–
Page
Speed/Crawlability
SEO
Site
Clinic
Web
2.0
-­‐
NYC
Lots
of
Excess
Code
•
Embedded
Scrip;ng
•
Tables
•
Page
Weight:
500kB
•
Code-­‐to-­‐Content
Ra;o
Is
Poor
•
Crawlability
is
Poor
•
Heavy
Code
&
Large
File
Size
Hinders
Crawling

29. CDW.com
–
URL’s
SEO
Site
Clinic
Web
2.0
-­‐
NYC
First
Level
Second
Level
Third
Level

30. CDW.com
–
Content
>
Duplicate
Content
SEO
Site
Clinic
Web
2.0
-­‐
NYC

31. CDW.com
–
Content
>
Keyword
Density
SEO
Site
Clinic
Web
2.0
-­‐
NYC
IT
Services
IT
Products

32. CDW.com
–
Content
>
Heading
Tags
SEO
Site
Clinic
Web
2.0
-­‐
NYC
<h3>
=
17
<h4>
=
6
<h1>
=
0
<h2>
=
0

33. CDW.com
–
IP
SEO
Site
Clinic
Web
2.0
-­‐
NYC
73
Domains
sharing
the
same
IP
Address

34. CDW.com
–
Links
SEO
Site
Clinic
Web
2.0
-­‐
NYC
•
193,589
external
links
to
this
page
•
377
links
on
this
page

35. The
Verdict…..
SEO
Site
Clinic
Web
2.0
-­‐
NYC

37. Contact
Informa;on
Bryan
Boe/ger
+
Founding
Partner/VP
Opera;ons
bryan@parallelpath.com
Jon
Aron
+
SEO
Account
Execu;ve
jon@parallelpath.com

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becoming
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viaVerio
Partner?
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