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Panelist:Bryan Connally, SEO Account Manager – Parallel PathJohn Schoofs, Analytics Services Manager – Parallel Path
Moderator:Janine Soika, Channel Market Leader – Verio
SEO Site Clinic: Do your Websites Test Positive
for SEO?
© 2011 Parallel Path Corp.
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Web 2.0 - 2011
SEO Site Clinic
© 2011 Parallel Path Corp.
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✪SEO Site Clinic
Web 2.0 – San Francisco
Bryan Connally+ SEO Account Manager
John Schoofs+ Analytics Services Manager
© 2011 Parallel Path Corp.
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⅗Parallel Path
• Analytically-driven online marketing specialists, established 2005
• 16 employees, avg. SEM experience 5-10 years each• Located in Boulder, CO
© 2011 Parallel Path Corp.
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⏎Parallel Path Services
• Search Engine Optimization• Pay-Per-Click• Landing Page Development• Affiliate Management• Analytics Consulting
• Retargeting/Remarketing• Media Buying• Local Listing & Local SEO• Social Media Consulting• Mobile Marketing
© 2011 Parallel Path Corp.
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Business to Business
Parallel Path Clients Business to Consumer
© 2011 Parallel Path Corp.
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✔Agenda
High Level SEO OverviewExample Site ReviewAudience Site Review Q&A
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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Why SEO?
SEO Site ClinicWeb 2.0 - San Francisco
Depending upon the vertical 70-90% of users click on Organic first
PPC; 30%
SEO; 70%
**comscore reports 92% organic vs 8% Paid
© 2011 Parallel Path Corp.
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!Give Keywords the Respect they Deserve
SEO Site ClinicWeb 2.0 - San Francisco
• Successful SEO clearly defines your business / website goals• Align keyword research & selection with business goals
• Keyword selection balances: potential traffic, ability to rank, and relevance• SEO heavily effects web design and information architecture
© 2011 Parallel Path Corp.
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Internal Assessment + Market Assessment + Competitive Assessment
SEO Site ClinicWeb 2.0 - San Francisco
=KEYWORDS
What’s Working?• Analytics/Webmaster Tools/CRM• Brochures & Data Sheets• SMEs & Engineers• Focus Groups & Surveys• Mine PPC – Search Query Reports• Understand Buying Phrases
Analyze Your Market• Research Trends• Industry Websites, Publications, & Directories• Where Does Your Target Market Go Online?• Growing or Retracting?
Know Your Competition• Competitor Keywords• Comparison Tools• Intitle Competition• External Link Audit• Ranking Reports
© 2011 Parallel Path Corp.
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SEO Site ClinicWeb 2.0 - San Francisco
Win with Video SEO
• Video SEO is Much Less Competitive – Easier to Rank!• Distribute Everywhere You Can - YouTube, Social Media Sites & Video Sharing Sites
• Create Stand Alone Page for Each Video• Use Term “Video” in Your Optimization
• Optimize Video File & Meta Data Properties • Use Video Sitemaps (RSS & MRSS) to Help Engines Find/Index
• Offer a Textual Transcript of Video Content• Keep Files in Single Video Directory
Youtube is now the second largest search engine!
© 2011 Parallel Path Corp.
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SEO Site ClinicWeb 2.0 - San Francisco
“ ”Sculpting, not just for Artists
• Nofollow tag is no longer used, but sculpting is STILL important• Pay Attention to PageRank Distribution
• Internal Linking Indicator of Page Importance• Integrate Keywords into Link Text
• Use non-crawlable javascript• Limit the links on important pages
© 2011 Parallel Path Corp.
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Tread Lightly. Code Matters.
SEO Site ClinicWeb 2.0 - San Francisco
• Google Caffeine update makes this more important than ever!
• Less Is More• Code-to-Content Ratio• Page Weight/File Size
• Embedded CSS, JS, Tables• Parallelize Page Resources
• Minify & Compress Files/Images
© 2011 Parallel Path Corp.
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Top Page Speed Tools:
SEO Site ClinicWeb 2.0 - San Francisco
• Yslow for Firefox- https://addons.mozilla.org/en-us/firefox/addon/yslow/
• Page Speed Addon for Firefox & Chrome- http://code.google.com/speed/page-speed/index.html
• Google Chrome developer tools- http://code.google.com/chrome/devtools/
© 2011 Parallel Path Corp.
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Site Audit Reports
Each line item will have its own report
© 2011 Parallel Path Corp.
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Web 2.0 - 2011
Top Trends in Last 12 Months
• Social Signals: Increased contributor to ranking performance• DécorMyEyes caused penalization of negative reviews
• Video SEO: Increasingly supports overall search performance• Page Speed: Google Caffeine + Google Instant = More Important Than Ever!• Link Spam Scrutiny: Increased focus on quality & relevance over quantity
• Google initiated a manual action against JCPenney Recently• Farmer / Panda Update: Original content vs. Sourced / Repurposed Content
• Effects 12% of all sites in the US
© 2011 Parallel Path Corp.
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Sample Site Review
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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Site Review - Yeticycles.com
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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Yeticycles.com - Keywords
SEO Site ClinicWeb 2.0 - San Francisco
Home Page Title Tag:
© 2011 Parallel Path Corp.
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Yeticycles.com – Google Cache
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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http://www.yeticycles.com – Links
SEO Site ClinicWeb 2.0 - San Francisco
http://yeticycles.com – Links
© 2011 Parallel Path Corp.
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Yeticycles.com – Links
SEO Site ClinicWeb 2.0 - San Francisco
Position Site Links Domain Age
1 Fisherbikes.com 48,723 15 Years
2 Specialized.com 225,270 16 Years
3 Konaworld.com 79,843 14 Years
85 Yeticycles.com 31,374 15 Years
15 Trekbikes.com 180,575 15 Years
© 2011 Parallel Path Corp.
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Yeticycles.com – Conclusion
SEO Site ClinicWeb 2.0 - San Francisco
• All Flash Site w/No Content• Ignored Basic SEO – Title/Meta• Competes Very Well in IBL’s and Domain Age• Missing Great Opportunity to Grow Traffic
© 2011 Parallel Path Corp.
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Drum Roll…..
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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SEO Site ClinicWeb 2.0 - San Francisco
I’m having a hard time
figuring out what this site is
about….
© 2011 Parallel Path Corp.
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Site Review – bebe.com
SEO Site ClinicWeb 2.0 - San Francisco
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bebe.com - Keywords
SEO Site ClinicWeb 2.0 - San Francisco
Home Page Title Tag:
Rank Competition
Keyword Rank Pages Indexed intitle Comp.
Womens clothing 156 1,340,000,000 245,000
Womens clothes Not Ranked 1,540,000,000 18,400
Womens apparel Not Ranked
© 2011 Parallel Path Corp.
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bebe.com – Content > Keyword Density
SEO Site ClinicWeb 2.0 - NYC
Women’s ApparelWomen’s Clothing
© 2011 Parallel Path Corp.
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bebe.com – URL’s
SEO Site ClinicWeb 2.0 - San Francisco
First Level
Second Level
Third Level
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bebe.com – Content > Heading Tags
SEO Site ClinicWeb 2.0 - NYC
<h3> = 0
<h4> = 0
<h1> = 0
<h2> = 0
© 2011 Parallel Path Corp.
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No Content– bebe.com
SEO Site ClinicWeb 2.0 - San Francisco
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bebe.com – Information Architecture
SEO Site ClinicWeb 2.0 - San Francisco
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bebe.com – Links
SEO Site ClinicWeb 2.0 - San Francisco
Position Site Links
1 victoriasecret.com 452,885
5 anntaylor.com 140,775
10 coldwatercreek.com 27,768
85 bebe.com 72,715
© 2011 Parallel Path Corp.
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Code – bebe.com
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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bebe.com – Page Speed Summary
SEO Site ClinicWeb 2.0 - San Francisco
• GOOD: Minimal Embedded Scripting• GOOD: Using <div> for coding
• OPPORTUNITY: Page Weight: 548.7kB• OPPORTUNITY: Code-to-Content Ratio Is low
© 2011 Parallel Path Corp.
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bebe.com – IP & Whois Information
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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The Verdict…..
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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SEO Site ClinicWeb 2.0 - San Francisco
With a few optimizations I would consider this site A LOT more relevant.
© 2011 Parallel Path Corp.
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Audience Site Review
SEO Site ClinicWeb 2.0 - San Francisco
© 2011 Parallel Path Corp.
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Contact Information
Bryan Connally+ SEO Account Manager
[email protected]
John Schoofs+ Analytics Services Manager
[email protected]