seo_design_and_organic_site_structure-mark_jackson.ppt

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seo_design_and_organic_site_structure-mark_jackson.ppt

  1. 1. SEO Design & Organic Site Structure Presented by Mark Jackson President / CEO Vizion Interative, Inc.
  2. 2. 7 Habits of Highly effective Web Design <ul><li>Be Proactive </li></ul><ul><li>Begin with the End in Mind </li></ul><ul><li>Put First Things First </li></ul><ul><li>Think Win/Win </li></ul><ul><li>Seek First to Understand; Then to be Understood </li></ul><ul><li>Synergize </li></ul><ul><li>Sharpen the Saw </li></ul>
  3. 3. Be Proactive <ul><li>Keyword Research </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Creating a Search Engine Friendly Information Architecture </li></ul><ul><li>Search Engine Friendly Website Design </li></ul><ul><li>Content </li></ul>
  4. 4. Keyword Research
  5. 5. Keyword Research (cont’d)
  6. 6. Competitive Analysis
  7. 7. Begin with the End in Mind <ul><li>What are the goals? </li></ul><ul><ul><li>More Sales / Leads </li></ul></ul><ul><ul><li>Higher Rankings / More SE Traffic </li></ul></ul><ul><ul><li>More Registrations for Newsletters, etc. </li></ul></ul><ul><ul><li>Better Branding (Better Looking Website) </li></ul></ul>
  8. 8. Begin with the End in Mind (cont’d) <ul><li>Incorporate Keyword Research </li></ul><ul><li>Refer to Competitive Analysis </li></ul><ul><li>Develop a strategy for building the Information Architecture </li></ul><ul><li>Develop Content Strategy </li></ul><ul><li>Wireframe the Website </li></ul><ul><ul><li>Usability Testing on Wireframe </li></ul></ul>
  9. 9. Organizational Example Page Name URL Title Keywords Description
  10. 10. Put First Things First <ul><li>Prioritize important things rather than “urgent” things </li></ul><ul><li>Plan for the end result rather than addressing immediate pain points. </li></ul>
  11. 11. Think Win/Win <ul><li>Content is good for Users and Search Engines </li></ul><ul><ul><li>People are searching because they are researching. </li></ul></ul><ul><ul><li>Search Engines do not read images (alt text) or Flash (will get indexed, but not optimal for SEO) </li></ul></ul><ul><ul><li>Good Content will get naturally linked to, with proper promotion of the content. Blogs are great for this. </li></ul></ul>
  12. 12. Building Content <ul><li>Write content that is engaging to read and conducive to your SEO strategy </li></ul><ul><li>Use opportunities for internal linking </li></ul><ul><li>Avoid marketing “fluff”. Call it what is really is, not what your marketing team “brands” it to be. </li></ul><ul><li>Add a blog to help target the “tail” keywords </li></ul>
  13. 13. Seek First to Understand, Then to be Understood <ul><li>Refer to Analytics before creating Information Architecture. </li></ul><ul><ul><li>Understand user behavior. What are the most popular pages? What resolution do most visitors use? What has been the drop off point, to date, of visitor sessions? </li></ul></ul><ul><ul><li>What current rankings/traffic do you have? </li></ul></ul><ul><ul><ul><li>Make sure that these pages still exist in new IA </li></ul></ul></ul><ul><ul><ul><li>301 Redirects for all URLs/pages </li></ul></ul></ul>
  14. 14. Synergize <ul><li>All of these go into the creation of an SEO Friendly Website and, more importantly, a Successful Website Strategy. </li></ul>
  15. 15. Sharpen The Saw <ul><li>Post Launch Checklist </li></ul><ul><ul><li>Check Rankings against Baseline Ranking Report (prior to launch of new website) </li></ul></ul><ul><ul><li>Check Analytics against Baseline Analytics Report </li></ul></ul><ul><ul><li>Check Google Webmaster Tools for broken links or other issues </li></ul></ul><ul><ul><li>SEO is an ongoing process. Keep refining efforts through additional KW research, change in competitive landscape, new content, new linking strategies. </li></ul></ul>
  16. 16. Summary <ul><li>Be Proactive / Not Reactive </li></ul><ul><ul><li>Don’t redesign in a hurry – plan your work, work your plan. </li></ul></ul><ul><li>Begin with the End in Mind / Put First Things First </li></ul><ul><ul><li>Stay focused on what’s important rather than what’s urgent </li></ul></ul><ul><li>Think Win/Win. Search engines and users want content. Give it to them. </li></ul><ul><li>Seek First to Understand, Then to be Understood </li></ul><ul><ul><li>Use your Analytics to show you the way. Check your Competitive Analysis so that you “know” why other websites are ranking and you are not. </li></ul></ul><ul><li>Synergize </li></ul><ul><ul><li>Bring all of the pieces together in a tightly knit plan for success. </li></ul></ul><ul><li>Sharpen The Saw </li></ul><ul><ul><li>SEO Never Ends. </li></ul></ul>
  17. 17. Thanks! <ul><li>Mark Jackson </li></ul><ul><li>President/CEO </li></ul><ul><li>Vizion Interactive, Inc. </li></ul><ul><li>888 – 4 – VIZION ext. 10 </li></ul><ul><li>[email_address] </li></ul>

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