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How To Design Search Engine Friendly Websites by Shari Thurow
1. Designing Search Engine Friendly
Websites
By
Shari Thurow, Founder and SEO Director
Omni Marketing Interactive
Copyright 2007-2013. All rights reserved.
2. Designing Search-Engine Friendly Websites Copyright 1997-2013. All rights reserved.
About Shari Thurow:
• Author of Search Engine Visibility, which has been translated
into 5 languages.
• Co-author of When Search Meets Web Usability.
• SEO professional since 1995, pioneering search-engine friendly
website design.
• Web designer/developer since 1995.
• Website usability and UX professional since 2002.
3. Designing Search-Engine Friendly Websites Copyright 1997-2013. All rights reserved.
Facets of the searcher experience:
desirable
useful
valuable
accessible
credible
usable
findable
desirable
useful
valuable
accessible
credible
usable
findable
http://searchengineland.com/findability-seo-and-
the-searcher-experience-61038
4. Goals of this session:
• Define a search-engine friendly website design
What it is and is NOT
Why it is important
What it depends on
• Search engine optimization essentials
Text component
Link component
» Navigation schemes
» Page interlinking
Popularity component
(Behavior component)
• Home pages
Copyright 2007-2013. All rights reserved.Designing Search-Engine Friendly Websites
6. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Search-engine friendly design is NOT…
…a design created primarily for obtaining top search engine positions.
7. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
In other words, search-engine friendly design is not:
spam
Search
Engines
technology-
centered
design
9. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Search engine optimization is….
SEARCH-
ENGINE
FRIENDLY
DESIGN
technology-
centered
design
user-
centered
design
…optimizing a website for people who use search engines.
10. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Search-engine friendly design is…
…a user-friendly website design that can be easily found on
the crawler-based search engines, human-based search
engines, social media engines, and industry-related
websites.
11. Importance of site design:
• Primary: End users/site visitors/searchers/target audience
• Secondary: Crawler-based search engines
Niche directories and other industry-related sites
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
How words, graphic images, and multimedia files are arranged on web
pages communicates the content that you feel is important to both
search engines and to site visitors.
14. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Is this text easy to read? …to scan?
Search Engine Optimization is an important part of any search engine marketing initiative. Some people
believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not
true. Search engine submission only announces your site's existence to the search engines. To get a good
search engine ranking, it is important that you carry out title tag optimization, meta tags optimization,
and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the
visible text of your site through SEO copywriting after extensive keyword phrase search. It is also
important to boost your Google PageRank in order to get a good website ranking. You can increase
PageRank of your site by building your site's link popularity through a link building campaign. A link
exchange campaign with good industry relevant sites is the simplest way to get several incoming links to
promotion. Remember, search engine positioning is a powerful media for your website promotion. While
the above example seems like overkill, this is just to illustrate how you can accommodate your important
keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue,
underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to
change color of the text and get rid of the underline without losing the power of the anchor texts.
Search Engine Optimization is an important part of any search engine marketing initiative. Some people
believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not
true. Search engine submission only announces your site's existence to the search engines. To get a good
search engine ranking, it is important that you carry out title tag optimization, meta tags optimization,
and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the
visible text of your site through SEO copywriting after extensive keyword phrase search. It is also
important to boost your Google PageRank in order to get a good website ranking. You can increase
PageRank of your site by building your site's link popularity through a link building campaign. A link
exchange campaign with good industry relevant sites is the simplest way to get several incoming links to
promotion. Remember, search engine positioning is a powerful media for your website promotion. While
the above example seems like overkill, this is just to illustrate how you can accommodate your important
keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue,
underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to
change color of the text and get rid of the underline without losing the power of the anchor texts.
Search Engine Optimization is an important part of any search engine marketing initiative. Some people
believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not
true. Search engine submission only announces your site's existence to the search engines. To get a good
search engine ranking, it is important that you carry out title tag optimization, meta tags optimization,
and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the
visible text of your site through SEO copywriting after extensive keyword phrase search. It is also
important to boost your Google PageRank in order to get a good website ranking. You can increase
PageRank of your site by building your site's link popularity through a link building campaign. A link
exchange campaign with good industry relevant sites is the simplest way to get several incoming links to
promotion. Remember, search engine positioning is a powerful media for your website promotion. While
the above example seems like overkill, this is just to illustrate how you can accommodate your important
keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue,
underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to
change color of the text and get rid of the underline without losing the power of the anchor texts.
16. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Mobile users read:
“Mobile users, moreover, are not just
checking headlines on their devices….
Many also are reading longer news stories
- 73% of adults who consume news on
their tablet read in-depth articles at least
sometimes, including 19% who do so
daily. Fully 61% of smartphone news
consumers at least sometimes read longer
stories, 11% regularly.”
http://www.journalism.org/analysis_report/future_mobile_news
23. After arriving:
• Go directly to the relevant page
• Within 7-8 clicks, preferably less, as long as…
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Porter, J. (2003). “Testing the Three-Click Rule.” Available at http://www.uie.com/articles/three_click_rule/
31. Consistent in layout, design, and labeling:
• Communicates trust, reliability, and dependability
• Contributes to cohesive brand and user experience
• Contributes to ease & predictability of navigation (information scent)
• Leads to more rankings…and conversions
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
32. Quick to download:
• Actual download time
• Perceived download time
If people cannot find what they want on a site, they will
regard the download time as slow.1
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
(1) Perfetti, C. and and Landesman, L. (2001) “The Truth About Download Time.” Available at: http://www.uie.com/articles/download_time/.
34. Download time depends on context:
• Gender
• Time online
• Economic factors
• Perceived length of wait
• Attitude to delay (patient vs. impatient people)
• User expectations
• Type of task
• Uncertainty and information about the wait
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
35. To remember:
• 5 Rules of Web Design
Easy to read
Easy to navigate
Easy to find
Consistent in layout, design, and labeling
Quick to download
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
36. Search engines:
• Index text
• Follow links
• Measure popularity
• Accommodate searcher goals and behaviors
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
}All crawlers
Bring in a search engine optimization specialist during the
design, redesign, wireframe, or template stage, NOT after
the site has already been created.
37. Principles of SEO (present):
1. Text component (index text)
Using words and phrases that your target
audience types into search queries.
2. Link component (follow links)
Giving search engine spiders easy, user-friendly
access to content through site and page
architecture.
3. Popularity component (measure popularity)
Number and quality of objective, 3rd-party links
pointing to a URL, commonly referred
to as link development.
4. Behavior component
Accommodating searcher goals and behaviors.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Keywords
and labels
Architecture
and design
Link
development
& social
Searcher goals
and behaviors
38. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Searcher goals:
Navigational Informational Transactional
39. All components are essential:
• In order for a site to receive consistent search
engine traffic over time, all 4 components
should be present on a
website.
• If a website has missing pieces, it gives
competitor sites the opportunity to rank higher
and receive more search engine traffic.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Keywords
and labels
Architecture
and design
Link
development
& social
Searcher goals
and behaviors
41. What kind of text?
• The words your target audience is typing into search queries are called keywords
or query words
• When visitors view a web page, does the content appear to be focused? How to
make your content appear focused…
Title tag, headings, contextual links, cross links
Introductory and conclusion paragraphs
Product/service descriptions
Graphic image (with alternative text)
• Visible body text
Should not have perform any type of action to view the most important text of an
individual web page in a browser
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
42. Primary text
• Title tags
• Visible <body> copy
• Text at the top of a web page
• In and around hypertext links
Secondary text
• Meta-tag content
• Alternative text
• Domain and file names
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
ALL search engines read and use to
determine relevancy.
SOME search engines read and use to
determine relevancy.
43. Designing Search-Engine Friendly Websites Copyright 1997-2013. All rights reserved.
Types of labeling systems:
Content
Navigation
Document
45. Text component summary:
• Make sure you place your keywords in titles, visible body text, anchor text,
meta tags, and alternative text.
• Remember to focus most of your efforts on primary text, not secondary
text.
• Create a clear and consistent labeling system.
• Place your keywords prominently on your pages.
• Use keywords frequently enough on your pages so that page appears
focused, but don’t overdo it.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
49. Mega-menus:
• Lose up to 15%-20% in
revenue after deployment
• Occlusion
• Hover in touch screens
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Spool, J. (2011). “6 Epic Forces Battling Your Mega Menus.”
Available at http://www.uie.com/articles/mega_menus/
51. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Question:
If a site navigation scheme is not search-engine friendly, should you avoid
using it in your site design?
53. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Optimization tip:
Always have at least two forms of navigation on your website: one for your target
audience and one for the search engines.
They often complement each other.
54. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Facets of searcher experience:
desirable
useful
valuable
accessible
credible
usable
findable
desirable
useful
valuable
accessible
credible
usable
findable
http://searchengineland.com/findability-seo-and-the-searcher-experience-61038
55. Types of text links:
• Navigation scheme
• Locational breadcrumb links
• Embedded text links
• Site map (wayfinder) or site index
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
58. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Embedded text link overkill:
Search Engine Optimization is an important part of any search engine marketing initiative. Some people
believe that submitting the site to search engines alone is sufficient in getting top-10 rankings. This is not
true. Search engine submission only announces your site's existence to the search engines. To get a good
search engine ranking, it is important that you carry out title tag optimization, meta tags optimization,
and anchor text optimization of your website amongst other SEO techniques. You'll need to optimize the
visible text of your site through SEO copywriting after extensive keyword phrase search. It is also
important to boost your Google PageRank in order to get a good website ranking. You can increase
PageRank of your site by building your site's link popularity through a link building campaign. A link
exchange campaign with good industry relevant sites is the simplest way to get several incoming links to
promotion. Remember, search engine positioning is a powerful media for your website promotion. While
the above example seems like overkill, this is just to illustrate how you can accommodate your important
keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue,
underlined hyperlinks appear ugly on your website, then you can reformat its HTML markup code to
change color of the text and get rid of the underline without losing the power of the anchor texts.
59. Information(al) page characteristics:
• Contains information your target audience is interested in.
• Do not contain a lot of sales hype but rather factual information.
• Are spider-friendly web pages.
• Often have a simpler layout.
• Visually match the rest of your website.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
60. Page interlinking:
• In addition to a spider-friendly navigation scheme and a (wayfinder) site
map, all sites should have related, relevant page interlinks.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Sibling SiblingParent
Child
67. Be careful with companies that claim to build pages:
• Doorway pages/domains
• Hallway pages
• Envelope pages
• Mini or micro sites
• Satellite sites
• Attraction pages
• Magnet sites
• PageRank sculpting
• Channel pages
• Shadow domains
• Theme-based sites/pages
• Advertising pages
• Instant link popularity
• Permanent positions
• Guaranteed positions
• Country-specific engines
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
68. Designing Search-Engine Friendly Websites Copyright 1997-2013. All rights reserved.
Do NOT assume that responsive
design is naturally search-engine
friendly.
69. Some responsive design advantages:
• Content only has to be managed in one location.
• Maintenance can be easier.
• Can save time.
• Google recommended it.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
70. Some responsive design disadvantages:
• Can significantly increase actual download time of website
Images
JavaScript and other workarounds
» More
» Redirects gone amok
Tailored content sometimes necessary for SEO and the best user experience
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
71. Actual download time can significantly increase:
• “The problem is large images have large file sizes. Though not every Web
browser will display them at full size, they'll all download them at full size.”
• Workarounds are available, such as not loading unnecessary images in the
phone version of the site; however, more JavaScript workarounds also
means increased download time.
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Source: Wroblewski, L. (2011). Why Separate Mobile & Desktop Web Pages?
Retrieved at http://www.lukew.com/ff/entry.asp?1390
72. Javascript presents the same problem:
• “If there's a lot of additional mark-up on the site that needs to be
suppressed to deliver the content users want to see, it will slow down the
site and possibly deliver the wrong content,” [Bryson Meunier] said.
Designing Search-Engine Friendly Websites Copyright 1997-2013. All rights reserved.
Sullivan, L. (2012). Mobile SEO Separate From Responsive Web Design.
Available at: http://www.mediapost.com/publications/article/170903/mobile-seo-separate-from-
responsive-web-design.html
74. Link component summary:
• Always use at least two forms of navigation on your website: one for your
site visitors and one for search engines.
• Know when and how to use text links effectively.
• Don’t assume…test.
• Try to make the URLs to your most popular pages as spider-friendly as
possible.
• Responsive design and faceted classification…don’t assume!
• Usability counts!
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
76. What is popularity?
• Number of links
• Quality of links
• Number of times people click on links to your site
• How long end users visit your site
• How often people return to your site
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
}Link popularity
77. Social media and search engines:
• Currently, social media acts more as a signal than a
directive:
Signal = maybe
Directive = absolutely
• Social media = short-term SEO effect
One goal is to get more followers and building an
audience (qualitative)
Links can be a by-product of a great social campaign
• Link development = long-term SEO effect
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
78. Factors that affect link development:
• Substantial and unique content
• How other sites are linked to your site (anchor text)
• Social signals
• Website usability
Ease of use
Predictability of navigation
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
80. Splash pages:
• What is a splash page?
• Why don’t search engines like splash pages?
• Why don’t users/searchers like splash pages?
• Let’s look at some examples….
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
81. Items to include on your home page:
• Keyword-rich text
• At least one spider-friendly navigation scheme
• Links to the most important sections on your site
• Visible link to a site map
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
82. In summary:
• Searchers
Easy to read
Easy to navigate
Easy to find
Consistent in layout, design, and
labeling
Quick to download
• Search engines
Keywords and labels
Site and page architecture
High-quality link development
and social signals
Accommodate searcher
behaviors
Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
83. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
• Awareness
• Knowledge
• Expertise
Designing Search-Engine Friendly Websites
85. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Design for people who use search engines.
SEARCH-
ENGINE
FRIENDLY
DESIGN
86. Designing Search-Engine Friendly Websites Copyright 2007-2013. All rights reserved.
Questions?
Shari Thurow, Founder and SEO Director
Omni Marketing Interactive
sthurow@search-usability.com