View the full recorded webinar at: http://bit.ly/19nqZwN.
Keeping SEO in mind during the planning stages is key to a successful website design and launch. During this webinar, Search Mojo’s Janet Driscoll Miller and Amanda Sides will discuss ways to ensure you’re building a strong SEO foundation for your website – whether you’re designing a brand new site, redesigning an existing one, or even just making small changes.
You'll learn:
- What to avoid when deciding how to program your website.
- What to look for when choosing a CMS on which to build your website.
- 11 simple tactics to keep in mind that will ensure your website is found in search.
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Building Your Website with SEO in Mind
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BUILDING YOUR WEBSITE
WITH SEO IN MIND
Janet Miller,
President & CEO
Amanda Sides,
Account Director
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TODAY’S PRESENTERS
Janet Driscoll Miller,
President and CEO,
Marketing Mojo
Follow on Twitter: @janetdmiller
Amanda Sides,
Account Director,
Marketing Mojo
Follow on Twitter: @amanda_sides
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ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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THINGS TO CONSIDER DURING
DEVELOPMENT
• Structure
• Content
• Performance
• Forms
• CMS Platforms
• Parallax
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SITE STRUCTURE
What? Consolidate www & non-www
search-mojo.com
www.search-mojo.com
Why? Prevent both versions from ranking
& avoid possible duplicate content issues
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SITE STRUCTURE
What? Include Keywords in URLs
Why? Help engines & searchers understand
what your page is about before they click
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SITE STRUCTURE
What? Set-Up Pretty vs. Ugly URLs
Why? Improved relevancy & confidence to
help with rankings & click-through-rates
Ugly Pretty
www.mydomain.com/444/123
45
www.mydomain.com/apparel/t-shirts
www.mydomain.com/v/?p=12
3
www.mydomain.com/videos/testimonia
ls
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SITE CONTENT
What? Avoid Lengthy Pages
Why? Increase number of pages in index &
increase ranking potential
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SITE CONTENT
What? Post Fresh Content
Why? Engines value fresh, quality content
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SITE CONTENT
What? Reduce Load Times
Why? Users/Bots abandon ship, & rankings
can be affected
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SITE CONTENT
What? Avoid Duplicate Content
Why? Your site could be penalized, resulting
in lower rankings
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SITE CONTENT
What? Utilize Structured Mark-Up
Why? Call more attention to results & help
Google understand context of your content
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SITE PERFORMANCE
What? Set-Up Google Webmaster Tools
Why? Find crawl errors, provide Google with
& get more information on indexing
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SITE PERFORMANCE
What? Google Analytics Tracking
Why? Get valuable insight into site activity &
track performance
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JAVASCRIPT/AJAX
• Javascript
› Can be indexed… somewhat
› Not ideal
› Avoid putting very important content only in Javascript
(ex: links, navigation)
• AJAX
› A type of Javascript implementation
› Linking to specific content in the AJAX can be an
issue
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FLASH
• Can be
indexed…
somewhat
• But not ideal
• Don’t put website
into ONE Flash
movie
• Avoid “splash”
pages
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PARALLAX DESIGN
• Avoid all content on the same page
› Reduces chances of having multiple pages of
content rank in search
› Means essentially optimizing for fewer
keywords
• Can be used in a “combination approach”
• Or, just fake it well!
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FORMS
• Search engine bots cannot fill out forms
• Content behind forms may not get
indexed
• Offer bots a way AROUND the form
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QUESTIONS TO ASK YOURSELF
1. Will anything in this design hinder
indexing?
› How can I circumvent this?
2. Is anything in this design against
Webmaster Guidelines?
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KEY TAKEAWAYS
• You don’t have to sacrifice good usability
for SEO
› Sometimes have to just get creative
What:
Check if both www & non-www load
Server-side permanent 301 redirect
Canonical Tag
Can set preference in WMT
Only works for Google
Root domains only, doesn’t work for subdomains
Why:
Prevent both versions from ranking
Avoid duplicate content
What:
Use subdomains/subfolders instead of multiple domains
Why:
Centralize link juice
Avoid accidental duplicate content
What:
Keyword inclusion
include keywords if possible and relevant
don’t force it
Domain or subdirectories/subfolders
Why?
Help engines & searchers quickly confirm that page is what they are looking for
What:
Set up “pretty” urls rather than use ugly urls
Pretty URLs= URLs with keywords/descriptive text
Ugly URLS= dynamically generated URLs, alphanumeric identifiers
Why:
Easy for engines & users to know what a page is about
Help with rankings & with click-through-rates
What:
Avoid lengthy pages
Create higher volume of pages with more focused content
Why:
Keep pages more focused
Sometimes content at bottom of a lengthy page may not get crawled
Increase number of pages
Increase number of pages in index
Increase ranking possibilities
What:
Post “fresh” content
Timely, relevant
Often
Blog
Testimonials
User-generated content
Why:
Engines value fresh, quality content
Users want up-to-date information
What:
Reduce page load times
Find & fix issues as soon as possible
Why:
Rankings could suffer
Users/bots could abandon
NOTE TO AC: also maybe show them how to get the suggestions on how to optimize via Analytics
What:
Avoid Duplicate Content
Don’t do it
If you can’t avoid it
Canonical Tags
Why:
Penalties (Panda & Penguin, decrease rankings for lower-quality sites using black-hat techniques, including stealing/scraping content from other sites)
You can even suffer if others are duplicating your content, use tools like copyscape.com to keep an eye on the culprits.
Lower rankings
Google could prioritize the wrong page
JANET
Demonstrate Google Maps and the link button they have
JANET
Case Study: National Geographic Channel
Result: tripled website traffic to the site within three months
To see how search engines might view your site, turn off Javascript in browser and reload
JANET
Don’t often rank highly
Many use one flash movie because they like the transitions from one website area to another
Using one flash movie means only ONE url/page to rank
Reduces overall potential visibility in organic search
Essentially means optimizing for fewer keywords
Use a movie per page
Avoid splash pages
not ideal for seo
provide a link to the home page or other navigation
JANET
Often used for similar reasons to Flash – page transition
Show example of Taco Bell: http://www.cantinabell.com/
Combination approach – Spotify: https://www.spotify.com/us/
Then show how many pages are indexed for Spotify: https://www.google.com/search?q=site%3Aspotify.com%2Fus%2F&oq=site%3Aspotify.com%2Fus%2F&aqs=chrome.0.69i57j69i58.4385j0&sourceid=chrome&ie=UTF-8
Show Activision Destiny the Game: http://www.destinythegame.com/home/destiny-official-e3-gameplay-trailer (show how URL changes)
JANET
Example: Search Mojo’s marketing wall
Case study: MazdaUSA (show dealer locate)
Result: All 200+ dealers in the US showed up for their target keyword combination (city name+ Mazda) within 30 days.