7 Web Design Tips to Boost SEO & Lead Gen

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Travis Low, General Manager

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Today’s Webinar

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Google rewards high quality content, especially if arranged in this S.T.A.C.K.

Don’t be Bashful; tell your story & provide a clear call to action.

Diagnose these technical issues that can impact your ranking.

Be disciplined and rigorous. Avoid careless errors.

These mistakes will impact your search ranking.

Slow-loading pages bore users and impact ranking.

These mistakes are nothing to sneeze at & may impact your ranking.

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If your aim is to make users AND Google happy, provide well-organized and high quality content.

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Optimize your website according to this S.T.A.C.K., starting from the bottom.

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Write for the reader, and incorporate keywords. Google analyzes for both relevance and quality, for each keyword!

Visible to Users e.g. Page Title, Descriptive Text

Visible only to Google e.g. meta description, image alt text

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They follow links to get from page to page

How Do Search Spiders Crawl Your Site?

Data Center

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Men’s Shoes

Women’s Shoes

Kids’ Shoes

Women’s Boots

• Thematically group pages around keywords.

• Link pages within the same groups to further strengthen the theme.

• Reduce the click-depth required to reach the majority of your site’s pages.

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Taxonomy and Architecture work together

naming

organization & internal linking

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URLs

Use all “naming” fields to the fullest.

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Use all “naming” fields to the fullest.

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Happy <title>Shoes, Clothing, and More | Zappos.com </title>!Page Titles

Use all “naming” fields to the fullest.

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<meta name="description" content="Free shipping BOTH ways on shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" />!

MetaText

<title>Shoes, Clothing, and More | Zappos.com </title>!Page Titles

Use all “naming” fields to the fullest.

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Ranking is affected by Social Media mentions and sentiment

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Bing: “We do look at the social authority of a user”.

Google: “Yes we do compute and use author quality as a signal.” From Danny Sullivan’s Dec 2010 Q & A with Google & Bing

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Ranking is affected by Social Media mentions and sentiment

Just as Google’s Pagerank measures how authoritative a web page is deemed to be, Search Engines also calculate the social authority of people, and give more or less value to social media mentions.

We believe that social signals will increasingly influence organic search results, as Google & Bing increasingly seek to deliver fresh or recent results.

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Happy Encourage Social Media bookmarking by installing Share

buttons and creating engaging & share-worthy content.

Ranking is affected by Social Media mentions and sentiment

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Live, Google-Readable Feeds

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Ranking is affected by Social Media mentions and sentiment

Google’s +1 Button impacts your Ranking

And the social annotations garner more clicks than they would otherwise

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Ranking is affected by Social Media mentions and sentiment

Search Plus Your World: shown to users logged into Google

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If your aim is to make users AND Google happy, provide well-organized and high quality content.

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@webmarketing123

Don’t be Bashful... tell your story!

There’s no use directing visitors to your website if they can’t figure out what you offer and what you want them to do...

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Major Objective

Primary Objective

Minor Objectives

Assign Visual Priority

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Provide a clear call to action

Skype succinctly describes the benefits of their service

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Provide a clear call to action

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Use active language (and not “submit”)

Consider sweetening the deal

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Reduce the Number of Steps required

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What do YOU think of these next few websites?

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Think like a Doctor and diagnose any technical issues.

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Think like a Doctor and diagnose any technical issues.

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• When changing URLs, use only 301 (“permament”) redirects to conserve SEO value.

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Think like a Doctor and diagnose any technical issues.

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• When changing URLs, use only 301 (“permament”) redirects to conserve SEO value. • Ensure sitemaps and robots.txt are configured.

@webmarketing123

Think like a Doctor and diagnose any technical issues.

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• When changing URLs, use only 301 (“permament”) redirects to conserve SEO value. • Ensure sitemaps and robots.txt are configured. • Monitor for and fix crawl errors

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• Use a modern content management system (CMS) that allows for customization of posts, and content creation by many users.

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• Use a modern content management system (CMS) that allows for customization of posts, and content creation by many users.

50%+

9%+ 7%+

% of top million websites using a CMS. Source: W3Techs.com

Most popular:

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Slow loading pages cause users to bounce

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• Excessive use of flash

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Slow loading pages cause users to bounce

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• Excessive use of flash • Avoid inline CSS and Javascript

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Slow loading pages cause users to bounce

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• Excessive use of flash • Avoid inline CSS and Javascript • Code Errors

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Slow loading pages cause users to bounce

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Be disciplined and rigorous. Avoid these careless errors.

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Be disciplined and rigorous. Avoid these careless errors.

• Transfer existing on-page optimization - Alt tags, title tags, headers

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Be disciplined and rigorous. Avoid these careless errors.

• Transfer existing on-page optimization - Alt tags, title tags, headers

• Avoid Spelling & Grammar mistakes

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Be disciplined and rigorous. Avoid these careless errors.

• Transfer existing on-page optimization - Alt tags, title tags, headers

• Avoid Spelling & Grammar mistakes • Don’t optimize for keywords which won’t convert, or which are not realistic to place highly for.

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These WILL impact your ranking, so they are nothing to sneeze at.

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These may impact your ranking, so they are nothing to sneeze at.

• Keyword Stuffing: Write for humans.

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These may impact your ranking, so they are nothing to sneeze at.

• Keyword Stuffing: Write for humans. • Excessive use of flash, frames, and other “spider-stoppers”

Sneezy

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These may impact your ranking, so they are nothing to sneeze at.

• Keyword Stuffing: Write for humans. • Excessive use of flash, frames, and other “spider-stoppers” • >5 Outbound links without a “no-follow” tag

Sneezy

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Don’t make Google Grumpy - Know the guidelines to avoid penalties.

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• Invisible text (e.g. white text on a white background)

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Don’t make Google Grumpy - Know the guidelines to avoid penalties.

Grumpy

• Invisible text (e.g. white text on a white background)

• Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html

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• Invisible text (e.g. white text on a white background)

• Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html

• Ads above the fold

Don’t make Google Grumpy - Know the guidelines to avoid penalties.

Grumpy

@webmarketing123

• Invisible text (e.g. white text on a white background)

• Pages with identical content e.g. http://www.mysite.com/solutions/ http://www.mysite.com/solutions http://www.mysite.com/solutions/index.html

• Ads above the fold • Overoptimization: the same metatext on every page.

Don’t make Google Grumpy - Know the guidelines to avoid penalties.

Grumpy

@webmarketing123

Today’s Webinar

Happy

Doc

Dopey

Sneezy

Grumpy

Sleepy

Bashful

Google rewards high quality content, especially if arranged in this S.T.A.C.K.

Don’t be Bashful; tell your story & provide a clear call to action.

Diagnose these technical issues that can impact your ranking.

Be disciplined and rigorous. Avoid careless errors.

These mistakes will impact your search ranking.

Slow-loading pages bore users and impact ranking.

These mistakes are nothing to sneeze at & may impact your ranking.

Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo

Connect with the Hosts: Travis.L@webmarketing123.com

Mike.T@webmarketing123.com

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