1.
Slideshare Version
with text.

2.
WEDNESDAY NIGHTS TWICE PER MONTH
5:30 - 7:00 pm
foxxr.com/workshops
Internet Marketing Workshops

3.
• High energy
• 15 years in the wireless industry.
• President of Foxxr Internet Marketing
• Active Speaker / Trainer
BRIAN CHILDERS
Who am I?

4.
Agenda
.OPTIMIZE
EVERYTHING
Optimization starts from the ground up on any website. Most sites we analyze are
not SEO friendly. Both from a search engine and audience perspective.

5.
The Elements
There are many elements to great web design and optimization. We will be
covering: usability, layout, content,

6.
Build it before you
decorate it
Think about:
• What makes the business money
• Who are their customers
• How they think and react
• Keyword research ahead of time
• Navigation and architecture
The purpose of most websites is to engage and convert. If you are involved in a
project, your focus should be on functionality and to get the reader audience to do
what you want them to do

7.
Navigation
If they can’t find it,
It doesn’t exist.
The first rule of navigation is if they cannot find something, it doesn’t exist. When
words are not there that they expect to see, people give up and hit their back
button. It has to be obvious what we want people to do.

8.
Card Sort
• Let others organize sticky notes
• Clear organization of content
• Better for visitors
• Better for search engines
Web
Design
WordPress
Web Design
Website
Optimization
Responsive
Web Design
Mobile
Web Design
Internet
Marketing
SEO
Services
Local
SEO
About
Us
Testimonials
Content
Marketing
Social
Media
Marketing
Service
Packages
WorkshopsEmail
Marketing
Events
Calendar
Meeting
Room
Rental
• Find your primary keywords
The first rule of navigation is if they cannot find something, it doesn’t exist. When
words are not there that people expect to see, they give up and hit their back
button. It has to be obvious what we want people to do.

9.
Taxonomy (grouping)
1 Keywords
2
3
Taxonomy
Context
Taxonomy is the practice of classification of things or concepts. It’s the way that you organize content into logical
groups. Your primary keywords become the organization for your taxonomy or group. All of your content should
fill underneath that which leads to context. So everything in a taxonomy or group should be contextually relevant.

10.
Design Fact #1 • People look at pictures of people
When people look at pictures of people, they
look at the eyes. In this case, the image helps
the reader understand the value of mobile.

11.
Design Fact #2 • People focus on high contrast areas
Contrast helps people focus on the right areas. Displaying your content and using keywords in the right
ways at the right time will assist you in getting people to take action and go where you want them to go.

12.
Design Fact #3 • Nobody reads your boring conte

13.
Design Fact #4 • Write for the 79%
11%
Write for the
79%
“The Scanners”
16%
read word
for word
79% of readers scan the web. Use HTML markup. Those are elements that the search engines use to
determine what words are being used consistently and contextually. Sometimes less is more

14.
SEO Fact
• Search Algorithms are based
on human factors
That’s right. The elements that help you humans scan web pages (good markup) are some of the same
elements that the search engines us to determine what is important.

15.
On Page Optimization
On page SEO is everything that is under your control that you can use to affect search engine rankings. How hard
you have to work to get rankings depends on how intense your competitors efforts are. Highly competitive markets
go beyond onpage optimization

16.
Site
Credibility
• Typography
• Layout
• Font Size
• Color Scheme
• People make credibility
decisions based on the sites
visual appeal
These elements all work together to present the content on a page in a predictable format. The more predictable and
contextual you present your content using these factors, the more your site will be seen as credible by searchers as
well as relevant by search engines.

17.
Site
Credibility
• Typography
• Layout
• Font Size
• Color Scheme
Notice the
similarities?
Just take a look at any of the major news
websites and you will notice they have these
similar visual appeals. Look at how they use
these elements to present the hierarchy of
information.

18.
Site
Credibility
• Typography
• Layout
• Font Size
• Color Scheme
Notice the
similarities?

19.
Site
Credibility
• Typography
• Layout
• Font Size
• Color Scheme
Notice the
similarities?

20.
Page Titles
The search engines use that page title in the SERP and it’s the
most noticeable element, that is the most powerful content on
your page to determine relevancy.

21.
Search
Example

22.
Page URL’s
Use simple URL’s that have
keywords in them.

23.
Search
Example
Notice the keyword search term is bolded
in the search results. It draws the eye. My
suggestion is to also include it in the meta
description.

24.
Meta Description
Although the meta description is said to not
be a direct factor in the search algorythms,
a well written description will help your click
through rates.

25.
Page Structure
• <title>
• <meta-description>
• <h1>,<h2>,<h3>
• <a ref=…> </a>
• <bold>,<strong>,<italic>

26.
Headings
• <h1> = page heading or headline
• <h2> = article heading
• <h3> = paragraph heading
• <h4> = captions / sub heading
Use headings to break down the page
and breaking apart the content.

27.
• H1’s = only once per page
• H2’s = usually one per page
• H3’s = paragraphs

28.
http://foxxr.com/about/reviews
We appreciated referrals. They are a
big part of the online experience.

29.
Ready for a change? Let’s get your
website optimized, ranked and get the
phone ringing!

30.
Contact Foxxr for a consultation. Click
the image to get started.