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“Onsite SEO: Building A Solid Foundation For Your Website


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In this webinar, attendees will hear from Jason Hendricks, SEO and Link Acquisition Specialist, and James Constable, Link Strategy Specialist, of Vertical Measures as they share some of the mistakes and secrets they have uncovered first hand.

To rank well for your targeted keywords, you not only need a good backlink portfolio, but you also need to have your website set up correct. Find out if your website is breaking some of the golden rules of SEO, and how you can fix it to improve your rankings in a few easy steps.

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“Onsite SEO: Building A Solid Foundation For Your Website

  1. 1. Onsite SEO: Building A Strong Foundation For Your Website<br />Presented by <br />Jason Hendricks(@JasonHendricks)<br />&<br />James Constable (@james_constable)<br />@VerticalMeasure<br />#VMwebinar<br />
  2. 2. Who is this Webinar for?<br />Web Developers<br />Web Designers<br />Content Developers<br />Website Owners<br />Marketing Managers<br />E-commerce Managers<br />Business Consultants<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  3. 3. What are we going to cover?<br />Title and Meta Tags (keywords, description)<br />Site Architecture and URL Structure<br />Heading Tags (H1-H6) and Page Content<br />Canonicalization and Duplicate Content<br />Optimizing Images and Using Robots.txt<br />404 Error Pages and 301/302 Redirects<br />Best Practices and Tips for Webmasters<br />Tools that we use for Onsite SEO Analysis <br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  4. 4. Why is Onsite SEO so important?<br />Link Building<br />Page Content<br />Onsite SEO<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  5. 5. Let’s Start With The Basics…<br />Title Tags – Contain most important keywords first, no more than 70 characters<br />Meta Keywords – unique and targeted specifically to each page, 268 character limit <br />Meta Description – unique, written to inspire clicks, no more than 157 characters in length<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  6. 6. Best Practices and Tips<br />Title Tags<br />Good:<br />Describe the Page Content. Unique.<br />Brief, but Include Keywords<br />Bad:<br />Generic for every page<br />Too Long – 65 Characters<br />No keywords or Keyword Stuffing<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  7. 7. Best Practices and Tips<br />Meta Description<br />Good:<br />Accurate Summary of Page<br />Unique<br />Keywords – bold, attract clicks<br />Bad:<br />Unrelated or Generic<br />Keyword stuffing – low click through rate<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  8. 8. URL Structure<br />Poorly structured URLs make it difficult for search engines to identify the topic of a page and can cause crawling issues, for example:<br /><br />Well structured, search engine friendly URLs are easily indexed, contain keywords to help search engines identify topical relevance, and are easy to link to:<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  9. 9. Best Practices and Tips<br />URL Structure<br />Good:<br />Keywords in URL<br />Simple Directory Structure<br />Content in correct areas of site<br />Bad:<br />Lengthy URLs – Many Subdirectories<br />Generic page and folder names<br />Parameters and Session IDs<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  10. 10. Site Architecture<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  11. 11. Best Practices and Tips<br />Site Architecture<br />Good:<br />Naturally Flowing Navigation Hierarchy<br />Text based – Internal Linking<br />HTML and XML Sitemaps<br />Bad:<br />Complexity - too many internal links<br />Overly Narrow – many subdirectories<br />Broken Links<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  12. 12. Heading Tags<br /><ul><li>Not <head>
  13. 13. H1 to H6 in decreasing importance
  14. 14. Use as if you were writing a Word document
  15. 15. Use Sparingly;
  16. 16. Use Keywords
  17. 17. Check coding in CSS</li></ul>Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  18. 18. Best Practices and Tips<br />Heading Tags<br />Good:<br />Document structure outline<br />Use sparingly<br />Include Keywords<br />Bad:<br />Not used to define page structure<br />Used to style text<br />Excessive use – multiple h1s<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  19. 19. Page Content <br /><ul><li>Indexable Content – at least 500 words
  20. 20. Not all in images or flash
  21. 21. Can be below the fold to help conversions
  22. 22. Use of keywords – 2 or 3 times each
  23. 23. Find
  24. 24. Natural usage – human visitors come first
  25. 25. Internal linking – Anchor text</li></ul>Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  26. 26. Best Practices and Tips<br />Page Content<br />Good:<br />Indexable, written content<br />Keywords – users language<br />Fresh and Unique – for Visitors!<br />Bad:<br />Written just for search engines<br />Just images, flash etc<br />Keyword stuffing and no keywords<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  27. 27. Canonicalization<br />Duplicate Content / Pagination<br />Only one version crawled<br />Direct crawler to correct page<br />E-Commerce – pagination, ‘View All’ many ways to reach one page, <br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  28. 28. Best Practices and Tips<br />Canonicalization<br />Good:<br />Pagination and duplicate content<br />One cached version of each<br />Refer crawler to correct page<br />Bad:<br />Pointing to same page<br />Pointing to higher level pages<br />Not used with duplicate content<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  29. 29. Duplicate Content<br />Over 80% of the same content on a page<br />Locations<br />Products<br />Pagination (Canonicalization)<br />Only one version will return in SERPs<br />www and non-www.<br />Subdomains and Subdirectories<br />Homepage and index.html (or default, .php,.asp)<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  30. 30. Optimizing Images<br />Search engines cant ‘see’ Images<br />Alt Tags<br />File Name<br />File Size – load quickly<br />Optimizing for Google Images<br />E-Commerce<br />Surrounding Text<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  31. 31. Best Practices and Tips<br />Optimizing Images<br />Good:<br />Alt Tags whenever used<br />Descriptive filenames<br />Small File Size<br />Bad:<br />Missing Alt tags<br />Generic File Names<br />Long or keyword stuffing<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  32. 32. Using Robots.txt<br />Blocks Crawlers from Accessing pages<br />Hide content from being returned in SERPs<br />Member Pages<br />Site search result pages<br />Admin<br />Don’t block content you want to rank<br />Separate robots.txt for each subdomain<br />Alternatives;<br />.htaccess – password protect<br />NoIndex<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  33. 33. Best Practices and Tips<br />Robots.txt<br />Good:<br />Block crawlers to index you don’t want in SERPs<br />Use more secure methods<br />Bad:<br />Insufficient use<br />Over use – blocking pages you want in SERPs<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  34. 34. 301, 302 and 404s<br />302 redirects for temporary page redirects<br />301 if the page has moved<br />Broken Links – Reclaim link juice<br />User Experience – first impressions<br />404s are inevitable<br />Find out where they are coming from<br />Custom 404 Page – match website design<br />Pages they might be looking for<br />Search box<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  35. 35. Best Practices and Tips<br />301, 302 and 404s<br />Good:<br />302s only when temporary<br />301s for link juice and UX<br />Custom 404s<br />Bad:<br />Only using 302s<br />Generic 404 pages - Deadend<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  36. 36. Onsite SEO Tools<br />Site Audits<br />SEO X-Ray – SEO For Firefox<br />Page Title and Description<br />Heading Tags<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  37. 37. Onsite SEO Tools<br />SEO Browser<br /> <br />What can a crawler actually ‘see’ <br />Flash<br />Image Alt tags<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  38. 38. Onsite SEO Tools<br />Web Development<br />Firebug – Inspect Element<br />Wrapped in Flash code?<br />Crawlers able to see text/links<br />Web Developer Toolbar – Firefox<br />Display Image Alt Tags<br />LOTS of other non-SEO uses<br />Twitter:@JasonHendricks @james_constable @VerticalMeasure#VMWebinar<br />
  39. 39. Q & A<br />For more webinars (including this one soon), check out:<br /><br />