…from an seo perspective - website design...– gaps, omissions and double counting in website...
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Developer’s Role in Search Engine Optimization …From an SEO Perspective
Presented by Cary Baskin CBaskin@TMDMalvern.com
484-318-8160 www.TMDMalvern.com
Architecture
Local Search
Organic Search
Why SEO Matters
SEO Collaboration
SEO Specialist Role
Page Rank & DA
Website Team
Presentation Goals
Why SEO Matters: It’s Effective
SEO leads are
10x more
effective than
leads from
direct mail &
advertising
Source: SEJ
SEO enables Ideal Customer Targeting
Why SEO Matters: Page 1
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Page 1 Page 2 Page 3 Page 4 Page 5
% Google Traffic 91.5%
4.8%
Source: Chitika Insights Report 2013
90% never search beyond page 1 of a SERP
Organic Results
7 to 14 / page
1st Organic Position = 30% 2nd Organic Position = 15% 3rd Organic Position = 7.5% Top 5 Organic = 67% of Clicks
Why SEO Matters: Position on SERP
Organic Clicks
Why SEO is so Challenging
Source: Google
• Google’s algorithms use >200 unique signals
• Google algorithm changes “Every Day”
Website Development Team *
Site Owner • Branding
• Call-To-Action
• Google’s E-A-T
– Subject Matter Expertise
– Authority of Author
– Trust
Designer • Impression & Tone • User Experience • Accessibility • Color & Font • Brand Image
Developer • Database Management • Builds pages • Site Architecture &
Performance • Site Viability • Site Flexibility • Site Accessibility
SEO Specialist • Keyword Analysis • Competitive
Analysis • Site Visibility • Domain Authority
Development • Architecture
Auditing Content Creator • Meta Description Copy
• H1 / H2 & Alt Tag Copy
• On-page Content
*Roles and responsibilities will vary from organization to organization. These are meant as general guidelines only.
SEO Specialist Role / Responsibilities
• Ensures your website can be found and understood by search engines as well as your target audience Provide / implement meta data and schema (if used) Keyword analysis
• Incent meaningful, measurable website visits & conversions
• Architecture Advise on, review, and recommend site domain name, theme,
plugins, hosting environment, structure and layout Provide and/or approve file and folder names Configure, select agreed-upon plug-ins
(SEO, schema, redirects) Insights Courtesy: B-Seen On Top
SEO Role / Responsibilities
•Organic and Local SEO Research / recommend keywords and content strategies
Optimize content for specific keyword phrases Includes: Copy, title tags, meta descriptions, file names, file locations in the site structure, H1s, H2-6s, image sizes, alt tags, links, categories and tags & schema
Ensure analytics installed and configured properly
Link and citation building
Insights Courtesy: B-Seen On Top
SEO Role / Responsibilities
• PageRank Analysis & Optimization PageRank is Google’s patent-protected ranking algorithm
• Page Rank is influenced by all aspects of a website
• Domain Authority (DA) a proprietary Moz metric Predicts ranking potential
The calculation is influenced by aspects of a websites performance
DA does NOT influence Google rankings
SEOs, designers, developers, & content writers have no direct control over these 3rd party algorithms
Insights Courtesy: B-Seen On Top
Both strongly emphasize website architecture, content & links
Developer Role - Site Architecture & Performance Indexing Attribute
Load Time & Mobile Responsive
Title Tag (Keywords unique on each page, geo feature for local)
H1 Header (Keywords unique on each page, geo feature for local)
Photo Sizing and Photo Alt Tags written for accessibility
HTML Sitemap & XML Sitemap
Schema
Linking Anchor Text to Content Pages (never use JavaScript for links)
Keyword Unique to each Page
Efficient Page Structure / Folder Management
No Follow Tags / No Index Tags / Canonicals / No 404 Errors
301 Permanent Redirects (from old page to new page)
Developer Role - Organic Search
Content & Quality Links are Critical Ranking Factors
Ranking Factor
Quality / Authority & Diversity of Inbound Links
Domain Authority
Topical (Product/Service) Keyword Relevance of Domain Content
Mobile Friendly / Responsive Site
Geographic (City) Keyword Relevance of Content
Product/Service Keyword in Anchor Text of Links
Click Thru Rate (CTR) from Search Results
Volume of Quality Content on Entire Site
Location & GMB Attributes
Developer Role - Local Search Ranking Factors
Search Attribute
Proximity to Search (with geo attribute in Title Tag & H1) (Nov 2019)
Physical Address in City of Search (with on-page copy and Footer copy)
Product/Service Keyword & Location in GMB Title
Quantity, Quality (Authority) of Inbound Links to Domain
Quantity, Quality (Authority) of Inbound Links to GMB Landing Page Title
GMB Primary Category Matches a Broad Category (e.g., Primary = Restaurant, Search = Pizza)
Consistency of Citations in the Primary Data Sources
Domain Authority of Website (from an architecture perspective)
Completeness of GMB Listing
Proximity & Keyword are Critical Ranking Factors
Developer Role - Page Rank & Domain Authority
Search Attribute
Fast Load Times
Original Content
Authoritative Content
Mobile Responsive (Mobile First Index)
Quality Inbound Links
NAP & Category Management
http vs. https
Meta Description:
Not a ranking factor, but influences Click-thru-Rate which is a ranking factor
Load Time & Responsive are Critical Ranking Factors
Developer Opportunities for SEO Collaboration
• Poor redirection plugin choice - Doesn’t capture missed redirects
- Doesn’t handle upper-lower case or trailing slashes
- Disappointed visitors, lower rankings, traffic and conversions
•No, too few, or chained redirects - SEO equity bleeds away, rankings lower
- Prospective site visitors go elsewhere
•Redirects that all point to the Home page - Google treats these as page-not-found (404) errors
because the content is not the same or similar enough
Insights Courtesy: B-Seen On Top
Developer Opportunities for SEO Collaboration
• Title tags with “extras” like the site name appended to the end of every single one
- Dilutes the impact of keywords
- Lowers your ranking potential
•Unenticing meta descriptions - Few clicks through to the site
- Lower traffic and conversions
•No schema - Missed opportunity
Insights Courtesy: B-Seen On Top
Developer Opportunities for SEO Collaboration
• Followed outbound links on the Home page – Bleeds SEO equity from the most powerful page on the site
• Conflicting, overlapping and undifferentiated categories & tags – Search engines and visitors have a hard time understanding your focus and finding what they came looking for
– Lowers rankings, traffic and conversions
• Poor theme / plug-in choice – Slow website, plug-in conflicts
– Missed development deadlines
– Added maintenance expense
Insights Courtesy: B-Seen On Top
Developer Opportunities for SEO Collaboration
• Google Analytics – Code not installed or installed incorrectly
– Gaps, omissions and double counting in website performance metrics misleading management
– Leads to poor decision making
– Lose the ability to react and pivot quickly
• SEO plug-in not configured properly – Lower rankings, traffic & conversions
A flat (vs. pyramid-shaped) site structure & huge menus: • Google doesn’t know which content is most important - Rankings lower
- Visitors have a hard time navigating the site
- Management has a limited ability to evaluate website performance
Insights Courtesy: B-Seen On Top
Ho
me
Services
Venues (301)
Venus/ (all one page)
About Us
Blog
Careers
Contact
About PSC (404)
Proposals
Vendors
Corporate
Wedding Wedding Guide
Service Details
Reception Styles
Dining Styles
Seating Served
Buffet Entre Suggestions
Food Stations
Hors D’Oeuvres
Appetizers / Soups / Salads
Vegetables & Starches
Desserts
Service Details
Special Occasions (301)
Special Occasions/
Sample Menus
Breakfast / Brunch
Menus to Go
Seated / Served
Cocktail Reception
Buffet
Food Station
Testimonials and Reviews
Wedding Testimonials
Social
Corporate Thank You
Photo Galleries
Cira-Green
Events
Corporate Cocktail Party
Corporate Parties
Downtown Philadelphia Corporate Party
Misc Events
Open House Tasting
Food
Open House Tastings
Tablescapes
Venues
Appleford
Brandywine Manor
Duportail
Highpoint
Hilltop House
Merion Tribute House
National Jewish Heritage Museum
Washington Historic Yellow Springs
Category (12 categories)
Corporate
(301)
Tag (72)
2013 (MM/DD)
2015
2016
2017
2019
PRE-SEO SITE STRUCTURE There are 32 folders Sitting in the root domain – too many. Right now every one of those folders receives 1/32nd of the site’s SEO equity. Best practice is to have between 5 and 9, depending on the size of the site.
Ho
me
About Us
About Us
Testimonials & Reviews
Preferred Vendors
Merryweatherfilms
Journeysoftheheart
Ilonkafloraldecorator
picturesbytodd
Privacy Policy
Careers
Services
Weddings
Corporate
Special Occasions
Dining Styles & Sample Menus (link to blog posts)
Tastings
Locations Served
Service Details
Venues
Hilltop House
Appleford
Brandywine
Duportail
Merion tribute House
The Saturday Club
Washington at Historic Yellow Springs
Vue on 50
Others
Blog
Main Blog Page
Individual Posts (Including menus)
Contact (folder only)
Contact Us Form
Request a Proposal (currently on corporate page)
Thank You
MORE OPTIMAL SITE STRUCTURE
5 folders in the root domain Every folder receives 1/5th of the site’s SEO Equity No page is more than 3 clicks away
Thank You – Questions?
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