Paul bruemmer MivaCon 2013 SEO Success That’s Built To Last

Session  Title  Presenter’s  Name  

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SEO Success That's Built To Last

Speaker: Paul J Bruemmer Managing Partner, PB Communications LLC

Enterprise SEO for Store Locators Industry Columnist & Speaker Educational Curriculum Development Phone: 619-517-5127 Email: [email protected]

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Advance Auto Parts - AT & T WorldNet - Bell South - Dockers/Levi Strauss – GMGoodwrench – HBO Herbalife International – Intuit - IRS.com – LexisNexis - McGraw-Hill Bookstore - Medseek - Mercedes Benz Metropolitan Life - Nescafé's Big Break – Novartis - Office.com - Overstock.com - Prentice-Hall Publishing Price Waterhouse LLC - Purdue University - RadioShack/Tandy - Samsung Corporation - Sony Music (Epic) St. Ives Laboratories - United Media – ValueClick - Warner Brothers – WorldAtlas.com

Increased Organic Search channel revenue 100-150% year-over-year Built client Organic Search revenues from under $50 million to $250 million annually Increased website sales in Organic Search revenue 10X, $35,000/day to $350,000/day Provided a 600:1 revenue-to-spend ROI for client 10X growth Improved return on Organic Search costs with $75:1 revenue to spend ratio Created new revenue streams for Interactive Agencies

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DUPLICATE TITLE TAGS: Search engines use the title of a page to help decide what the page is about, so an easy way to improve your SEO is to make sure all of your important pages have unique and descriptive titles.

1,388 pages share 99 titles

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MISSING TITLE TAGS: Make sure that the important pages on your site have a unique title that reflects the content of that page.

LONG TITLE TAGS: Make sure that the important pages on your site have titles that are 65 (or fewer) characters long.

2 pages have missing titles

100 pages have long titles

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MULTIPLE TITLE TAGS: Search engines use the title of a page to help decide what the page is about, so an easy way to improve your SEO is to make sure all of your important pages have unique and descriptive titles.

10 pages have multiple titles

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HOSTNAME: Many websites allow for users to visit them through both http://domain.com and http://www.domain.com. Most search engines treat these as separate hosts, so it is important to have one redirect to the other or you risk splitting your Page Rank across the two versions of your site.

Both resolve to one

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REACHABILITY: A well structured, well linked site makes it easy for your visitors and for search engine crawlers to find what they are looking for. Deeply nested pages or, worse, those with no links at all may be evaluated as unimportant by search engines.

104 pages hard to find

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ANCHOR TEXT: Search engines use anchor text to help decide what the page linked to is about. So every link on your site should have descriptive, keyword rich anchor text that describes the destination page.

9,097 pages need quality anchor text

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BROKEN LINKS: A broken link on your website undermines the user experience, wastes the resources of search engine crawlers, and can affect your placement in search engines.

630 pages with broken links

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DEAD END PAGES: Dead end pages — pages with no links on them — require a visitor to click the back button in order to stay on your website. You should make it as easy as possible for visitors to stay on your site.

No dead end pages found

REDIRECTS: Redirecting too many of your sites pages to other pages wastes crawler resources and may result in a smaller number of pages being crawled.

No pages were temporary redirected

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PAGE NOT FOUND: A good 'Page Not Found' error page lets your visitors know that the page does not exist, navigates them back into your site, and helps them find what they were looking for. A good error page also lets search engine crawlers know that the page does not exist so they can avoid indexing it's content and potentially sending traffic to a non-existent page.

We looked for a page that does not exist, such as www.domain.com/asdfg. This page returned a 403 code and had 0 links back to your site.

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LONG URLs: Most search engines display URLs in search results. If an URL is too long, people doing searches will see a truncated version and you might miss an opportunity to get them to click. In addition, shorter URLs are easier for users to share on social services such as Twitter and Facebook. No long URLs found

SERVER ERRORS: Server errors indicate major problems with the content of your site.

0 pages returned server errors

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DUPLICATE CONTENT: Duplicate content across different URLs on your website leads to poor placement in search results.

7 pages have duplicate content

Search engine crawlers follow links, capture content, and attempt to index all known URLs on your site. When multiple URLs serve the same page, search engines waste resources collecting and processing identical content. They may also penalize placement of your pages in search results. Common types of duplicate pages are printable or text-only versions of the main page, or redirects to login pages intended for your site's visitors that also return a "You must log in" page to crawlers.

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DUPLICATE CONTENT: Duplicate content across different URLs on your website leads to poor placement in search results.

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DUPLICATE CONTENT: Duplicate content across different URLs on your website leads to poor placement in search results.

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DUPLICATE META DESCRIPTIONS: Duplicate meta descriptions for multiple URLs on your website can reduce traffic from search engines. Give each page of your website a meta description reflects the content of that page.

4,007 pages share meta descriptions

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TOO MANY LINKS: Putting too many links on a given page may negatively impact how search engines assess the quality of the page, and can make your site harder to navigate.

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ROBOTS.TXT: A robots.txt file can be used to restrict access by crawlers to your entire website or to areas of your website. Properly used, the robots.txt file prevents search engines from indexing contact forms, duplicate content, and other pages of your site that shouldn't be indexed. However, a mis-configured robots.txt file can prevent search engines from indexing valuable content.

No major crawlers blocked

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Session IDs: Search engine crawlers may have trouble understanding session ID parameters in URLs. As a result, sites which use session ID URL parameters may suffer from a lower ranking in search results.

Insecure Forms: Forms on your website used for logins or sensitive information should be accessed through a secure connection (https). Visitors submitting unsecured forms on your website may have their emails, passwords, and other sensitive information intercepted by others.

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INSECURE META INFORMATION: Insecure meta tags on your website provide information about your website's underlying software. This information could aid malicious users in compromising or disrupting your website.

LINKS FROM TOP SITES: At the time of this report, your site had links from 1,059 of the top 100,000 sites. Compared to sites of similar rank, yours is in the 93rd percentile with respect to the number of inbound links from popular sites. This will likely help your search engine placement significantly.

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SEARCH ENGINE MARKETING: The table below shows queries that provide opportunities for domain.com to advertise through Search Engine Marketing (SEM) to get more traffic. They are popular queries that are relevant to the site, and have low competition in search engine marketing. Try Using Moz and Google Keyword Tool

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INBOUND LINKS: Search engines include the link structure among their criteria for determining which pages on your site are most important.

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LOW WORD COUNT: Pages with little or no text content often receive poor placement in search results.

4,679 pages have little or no text content

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IMAGE DESCRIPTIONS: Including descriptions for the images on your pages can assist search engines with indexing your site's non-text content.

8,679 pages have images with missing alt attributes

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SPEED ANALYSIS: The speed at which your web pages load affect the user experience, conversion rates, and the number of pages that search engine crawlers will download from your site. Google has also announced that they use page load speeds in their ranking algorithms.

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WEB ANALYTICS: A web analytics solution can tell you exactly how people are interacting with your site and help you increase your conversions and ROI. It is important, however, to make sure that every page on your site contains an analytics tag. If you do not currently track your traffic using a web analytics solution, you should.

105 pages missing analytics tags

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SOCIAL SHARING: Page rank is based on the historic link structure of the web, and so search engines are turning to links shared socially to help decide if something is relevant. It is a good idea to make your pages as easy to share as possible on services such as Facebook and Twitter.

9,045 pages missing Google Plus tags

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Everyone is doing SEO – it’s a crowded space

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SEO has changed – you must make good decisions

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If you want to have fun and live to talk about it…you’ve got to do the work, you’re going to need the next 10 slides

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THE NEW META DATA Vocabularies and Syntax for Structured Data

Sending detailed information about the meaning of your page content go to search engines and other data consumers in a way that can be easily processed by computers.

Source: http://tinyurl.com/9be6hwx

Vocabularies These are two, there are many more

Syntax These are the most popular

microdata

Semantic Markup

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Reviews- item reviewed, review body, review rating

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Aggregate Ratings- item reviewed, rating count, review count

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Web pages - breadcrumbs, is part of, last reviewed (date), main content of page, primary image of page, related link (to other related webpages), reviewed by, significant link (internal linking), specialty (category).

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Products- aggregate rating (review stars), brand, color, GTIN (global trade item number), item specific (height, width, weight), accessory, consumable, is related to (point to different product related), item condition, logo, manufacturer, model, MPN (manufacturer part number), product ID (ISDN), release date, review, SKU.

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Product Offers- accepted payment method, add-on offer, advanced booking requirements, availability, start/end of availablity, available at/from (store locations), available delivery method, business function, category (mapping), delivery lead time, eligible customer type, eligible duration, eligible quantity, eligible region, eligible transaction volume, 3 GTIN, inventory level, item condition, item offered, MPN (manufacturer part number), price, price currrency, price specification, price valid until, review, seller, serial number, SKU, valid from, valid through, warranty.

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Organization – address, aggregate rating, brand, contact point, DUNS, email, employee, event, fax number, founder, founding date, global location number, has POS, interaction count (Likes and Tweets), ISICV4, legal name, location, logo, makes offer, member, NAICS, owns (ownership info), review, seeks, tax ID, telephone, VAT ID.

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Local Business – branch of, currencies accepted, opening hours, payments accepted, price range.

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Place – address, aggregate rating, contained in, event, fax number, GEO, global location number, interaction count, ISICV4, logo, map, opening hours specification, photo, review, telephone.

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http://tinyurl.com/9be6hwx

Session  Title  Presenter’s  Name