seo crash course: website rebuild

@PolePositionMkg #SearchRankCC

SEARCH RANKING CRASH COURSE


WEBSITE REBUILD

CREATING A FRIENDLY SITE STRUCTURE TO IMPROVE SEARCH PRESENCE

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Search engines find important pages

Users navigate to important pages

Search engines value page relevance

Users quickly get to relevant pages

Search friendly website

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Link & Navigation Structure

Document & Page Structure

URL & Site Structure

Three components of great architecture W

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WEBSITE REBUILD

URL & Site Structure

Part 1

b-e-a-utiful.com

PerfectBeauty.blogspot.com

HowToImproveYourImage.com

TotalBeauty.com

PerfectBeauty.com

BeautyIsBeautiful.com

Get your own

Keep it short

Make it memorable

Use keywords if possible

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Choosing your domain name

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Abbreviated

Misspellings

.net, .org

.com

What to do with alternate domains

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Use canonical tag! <link rel="canonical" href="http://www.example.com"/>

www.example.com

example.com/

www.example.com/index.html

example.com/home.asp

Fix bad canonical issues W

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Keep it Short

Use Keywords

site.com/chanel/perfume/alure.html

site.com/category/page-name.php

Make your URLs search engine friendly W

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Keep your home page at the root level W

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Prevent secure / non-secure page duplication

1 Product 2 URLs

Prevent breadcrumb page duplication W

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www.thehomedepot.com/building-materials/electrical/books/123book www.thehomedepot.com/doors-windows/doors/books/123book

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Hyphens eMarketingPerformance.com/my-dog-ate-my-homework/

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Underscores eMarketingPerformance.com/my_dog_ate_my_homework/

Is that a space?

Use hyphens, not underscores

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Avoid using session IDs

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Home

This directory structure is too flat

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Home

This directory structure is too tall

Home

Keyword Keyword Keyword

This directory structure is just right W

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WEBSITE STRUCTURE

Link and Nav Structure

Part 2

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Home Contact

Basket

Categories & Brands

Search

Link to Primary Site

Sections

Link to Most Important

Pages

Organized site navigation

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Keep anchor text descriptive

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No: Click here to learn more about preparing personal tax returns.

No: Click here to learn more about preparing personal tax returns.

Yes: Learn more about preparing personal tax returns.

Yes: Click here to learn more about preparing personal tax returns.

Use keyword rich link text

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Build optimizable filters, not pagination

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Don’t allow cart links to be followed

Index product pages

Keep search engines out of cart pages

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password protected areas

Pages found through search, forms,

dropdowns or select boxes

Don’t block content from engines

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E Employ consistent linking

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Good Link

Implement search friendly links

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Bad Link

Run away from search un-friendly links

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Meh Link

JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)

Avoid meh-friendly links

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User-agent: *

Disallow: /includes/

Disallow: /land/

Disallow: /RP/

Disallow: /cgi-bin/

Disallow: /misc/

Disallow: /archive/

Disallow: /can-spam.php

Blocking pages via the robots.txt file

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<meta name=“robots"

content=“noindex,nofollow”/>


content=“noindex,follow”/>


content=“index,nofollow”/>


content=“index,follow”/>

Blocking pages via robots meta tag

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<a rel=“nofollow”

href=“blocked.htm”>

Blocked Link</a>

Blocking pages using the NOFOLLOW attribute

Rel=“NoFollow”

Category & Tag Pages

Untrusted Sites

Ads

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New Old

X Link redirect

Visitors &

Engines

301 redirect old URLs WEB

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WEBSITE STRUCTURE

Doc and Page Structure

Part 3

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Home

Topic A Topic B Topic C

Amazingly similar to directory structure!

Create strong link hierarchy

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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. mollit anim id est laborum. • mollit anim id est laborum • mollit anim id est laborum • mollit anim id est laborum id est laborum id est laborum

Link to related content wherever possible

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Create fan-freaking-tastic content!

Clearly written

Accurate

Keyword driven

Text, not images

Organize your content WEB

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Purpose Beginning Middle

End Exposes

Need Provides Benefits

Call to Action

Personas Personalities

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Proper HEADING tag hierarchy <h1>One H1 per page.</h1>

<h2>Use outline format.</h2>

<h3>Keep content organized</h3>

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Streamlined code: No bloat!

No • HTML Tables

No • On-Page Styles

No • On-Page Javascript

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Clean code helps

Reduces Code Errors

Improves code/text ratio

Increases Page Speed

Validated HTML WEB

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Cleaner Code

• Additional keyword signal. Make sure you use it right!

• Generally not an issue with smart phones, but for those who pay for downloads…

• Browsers for the visually impaired will read the descriptions of images

• Yes, some people still surf with images off. Image navigation disappears.

Text only browsers

Accessible browsers

Search Engines

Mobile browsers

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Use image ALT attributes

Ensure multi-browser accessibility WEB

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Build mobile compatible sites

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Ensure sight-impaired accessibility

Use CSS to Style Print

Duplicate Content Free

Create printer friendly CSS, not pages WEB

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Don’t force cookies until needed


Wrap up

WEBSITE STRUCTURE

Delight your visitors WEB

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The Pole Position Marketing Library

http://www.polepositionmarketing.com/library

Keep making it better WEB

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19 usability improvement areas • Website design • Global navigation • Content • Home page • About us page • Contact us page • Product pages • Shopping cart • Forms and errors • On-site search

• Help and FAQ • Login & my account • Privacy & security • Site maps • Audience engagement • Customer satisfaction • Point of purchase • Visitor trust • Accessibility • General issues

Don’t forget usability issues

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Thank You! Next Up Content Overhaul

Get noticed, drive traffic and convert visitors with relevant content marketing

seo crash course: website rebuild

Technology

site structure

page structure

website architecture

blocking pages

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