seo site clinic: do your websites test positive for seo?

Panelist:Bryan Boettiger, Co-Founder and VP of Operations – Parallel PathJon Aron, SEO Account Executive – Parallel Path

Moderator:Janine Soika, Channel Market Leader – Verio

SEO Site Clinic: Do your Websites Test Positive

for SEO?

About Verio• Premier web hosting, application hosting and SaaS applications

vendor• Financially stable

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• Owns the data centers and IP network• Award-winning services• Highest performance available• 24X7 technical and customer support• Industry leading Service Level Agreements• 100% focused on channel

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customer support (Verio handles)• Via 3 Partner Model

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end customersContact us at www.viaverio.com or 888-224-9346

Web 2.0 - 2010

SEO Site Clinic

✪SEO Site Clinic

Web 2.0 - NYC

Bryan Boettiger+ Founding Partner/VP Operations

Jon Aron+ SEO Account Executive

⅗Parallel Path

• Analytically-driven online marketing specialists, established 2005

• 16 employees, avg. SEM experience 5-10 years each• Consistently deliver 200% - 300% higher conversion

rates than industry average• Located in Boulder, CO

⏎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

Business to Business

Parallel Path Clients Business to Consumer

✔AgendaTop Takeaways OverviewExample Site ReviewAudience Site Review Q&A

SEO Site ClinicWeb 2.0 - NYC

Why SEO?

SEO Site ClinicWeb 2.0 - NYC

Depending upon the vertical 70-90% of users click on Organic first

PPC 30%

SEO 70%

**comscore reports 92% organic vs 8% Paid

!Give Keywords the Respect they Deserve

SEO Site ClinicWeb 2.0 - NYC

• Successful SEO Begins with a Sound Strategy• SEO is Web Design/Development

• Leverage Tools Like Trends/Insights

Internal Assessment + Market Assessment + Competitive Assessment

SEO Site ClinicWeb 2.0 - NYC

=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

SEO Site ClinicWeb 2.0 - NYC

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 One Video Directory

YouTube is 3rd Most Trafficked Site

SEO Site ClinicWeb 2.0 - NYC

“ ”Sculpting, not just for Artists

• Pay Attention to PageRank Distribution • Internal Linking Indicator of Page Importance

• Integrate Keywords into Link Text

Tread Lightly. Code Matters.

SEO Site ClinicWeb 2.0 - NYC

• Less Is More• Code-to-Content Ratio• Page Weight/File Size

• Embedded CSS, JS, Tables• Parallelize Page Resources

• Minify & Compress Files/Images

Sample Site Review

SEO Site ClinicWeb 2.0 - NYC

Site Review - Yeticycles.com

SEO Site ClinicWeb 2.0 - NYC

Yeticycles.com - Keywords

SEO Site ClinicWeb 2.0 - NYC

Home Page Title Tag:

Yeticycles.com – Google Cache

SEO Site ClinicWeb 2.0 - NYC

Yeticycles.com – Links

SEO Site ClinicWeb 2.0 - NYC

Yeticycles.com – Links

SEO Site ClinicWeb 2.0 - NYC

Position Site Links Domain Age

1 Trekbikes.com 169K 15 Years

2 Fisherbikes.com 49K 15 Years

3 Mongoose.com 37K 13 Years

N/A Yeticycles.com 31K 15 Years

Yeticycles.com – Conclusion

SEO Site ClinicWeb 2.0 - NYC

• All Flash Site w/No Content• Ignored Basic SEO – Title/Meta• Compete Very Well in IBL’s and Domain Age• Missing Great Opportunity to Grow Traffic

Drum Roll…..

SEO Site ClinicWeb 2.0 - NYC

Site Review – CDW.com

SEO Site ClinicWeb 2.0 - NYC

CDW.com - Keywords

SEO Site ClinicWeb 2.0 - NYC

Home Page Title Tag:

Rank CompetitionKeyword Rank Pages Indexed intitle Comp.IT Services Not in top 100 1,340,000,000 245,000

IT Products Not in top 100 1,540,000,000 18,400

CDW.com – Information Architecture

SEO Site ClinicWeb 2.0 - NYC

CDW.com – Page Speed/Crawlability

SEO Site ClinicWeb 2.0 - NYC

Lots of Excess Code

• Embedded Scripting• Tables• Page Weight: 500kB• Code-to-Content Ratio Is Poor• Crawlability is Poor• Heavy Code & Large File Size Hinders Crawling

CDW.com – URL’s

SEO Site ClinicWeb 2.0 - NYC

First Level

Second Level

Third Level

CDW.com – Content > Duplicate Content

SEO Site ClinicWeb 2.0 - NYC

CDW.com – Content > Keyword Density

SEO Site ClinicWeb 2.0 - NYC

IT ServicesIT Products

CDW.com – Content > Heading Tags

SEO Site ClinicWeb 2.0 - NYC

<h3> = 17<h4> = 6

<h1> = 0

<h2> = 0

CDW.com – IP

SEO Site ClinicWeb 2.0 - NYC

73 Domains sharing the sameIP Address

CDW.com – Links

SEO Site ClinicWeb 2.0 - NYC

• 193,589 external links to this page

• 377 links on this page

The Verdict…..

SEO Site ClinicWeb 2.0 - NYC

Contact Information

Bryan Boettiger+ Founding Partner/VP Operations

bryan@parallelpath.com

Jon Aron+ SEO Account Executive

jon@parallelpath.com

QUESTIONS?

Interested in becoming a viaVerio Partner?Visit our booth (#136) or www.viaverio.com.