SEO and Search-friendly Web Design

© Advanced Media Productions

AdvMediaProductions.com

SEO & Search-friendly Web DesignLouise RijkVice President of Marketing and Sales

Advanced Media Productions



Agenda

1. Search & SEO

2. Search Engine-friendly Web Design

SEO & Search-friendly Web Design



Search & SEO

Part 1SEO & Search-friendly Web Design



The 10 Blue LinesSEO & Search-friendly Web Design

Organic or Natural Search Results - 2007



E-Mail Marketing

SearchEngine

MarketingAffiliate

Marketing

WebsiteDevelopment

&Landing PageDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SocialMarketing

OnlineReputation

ManagementPhotoshare/Videoshare

SocialNetworking

SocialBookmarking Social NewsMicroblogging

BusinessBlog

Marketing

OrganicWeb/Universal

SearchMobile Search

OrganicImageSearch

ShoppingComparison

Search

OrganicVideoSearch

PaidSearch

Components of Internet Marketing

Real-timeSearch

SocialSearch

LocalSearch


- Types of Search-



Major Trends in Organic Search

- Two search technologies: Google and Bing

- Auto localization (Google)

- Instant search (Google)

- Social signals for ranking (Google, Bing)

- Instant preview




“Types” of Search- Traditional Organic / Algorithmic Search – Desktop & Mobile

- Blended search/Universal, personalized and local search

- Vertical Organic Search- Image search, video search, shopping search, news search,

blog search

-Organic Real-time Search- Twitter Search- Real-time results in Google/Bing

- Social Search- Quora, Aardvark, ChaCha

- Paid Search- National and local PPC – Microsoft adCenter, Google AdWords- Tag Advertising - Google Places Page Tags & Yext Tags




Instant SearchSEO & Search-friendly Web Design

Instant Search Tip

- The basics of Google search will remain the same, including how results are ranked and how Google determines relevant results.



Instant PreviewSEO & Search-friendly Web Design

Instant Preview Tips

- The basics of Google search will remain the same, including how results are ranked and how Google determines relevant results.

- Professional web site design becomes more important because page thumbnails that show visually attractive web site designs drive more click-throughs



Universal Search

Image Results

Organic Web Results

News Results

Universal SEO Search Tips

- Relevant target keyword in the copy, headlines and sub-heads

- Unique keyword-rich page titles and meta tag descriptions

- Keywords in internal link anchor text

- Quality, authoritative and trusted inbound links

- Avoid Flash

- Create social media signals (Twitter & Facebook)




Image Search

Image SEO Search Tips

- Keyword-rich file names and ALT tags

- Surround images with keyword-rich content and give an appropriate keyword-rich caption

- Targeted keyword(s) in the URL of the page

- High quality .jpg, .png and .gif images

- Make use of an image sitemap




Video Search

Crawled Results

YouTube Results

Video SEO Search Tips

- If possible, create unique page with unique, keyword-rich file name and URL for each video

- Keyword-rich page titles and descriptions

- Optimize the content around the video

- Utilize video tags where possible

- Make use of a video sitemap

YouTube Results

YouTube Results




Shopping SearchSEO & Search-friendly Web Design

Shopping SEO Search Tips

Keyword-optimized product descriptions- Optimize product titles and product descriptions with relevant keywords, including, manufacturer part numbers, for instance.

High quality product images- Include high quality images to make a good impression and to ensure the shoppers are seeing a clear picture of the products

Use Google’s Product Type- Assigning categories based on the unique category taxonomy of Google Product Search’s values will both classify the products in the correct departments and enhance the product rankings.

Feed submission - Submit the product feed often. Google Product Search likes receiving fresh, updated feeds, and it will remove the feed when it is not regularly updated.

Shipping and tax information- Include shipping and tax information in the product feed.

Embed promotions in the product feed- Add free shipping promotions and promote those in the feed. Shoppers on Google Products Search have the ability to show items with only those certain attributes, giving consumers a real competitive advantage

Make sure to complete all required fields. - Google recently made ‘Condition’ a required field that must be populated with ‘New,’ ‘Used’ or ‘Refurbished.’



Organic Real-time SearchTwitter Search


Twitter Search Tip

- Relevant keywords in the Tweets



Organic Real-time SearchReal-time Google Search

Real-time Results


Organic Real-time Search Tip

- Relevant keywords in the Tweets

- Build a follower base of authoritative followers (quality is better than quantity)



Local Search

- “Triggered” by Search Queries with a Local Intent

- Organic or Algorithmic and PPC




Google.com – Local Organic Web Results

Local Place Page Results

Local Organic Web Results

Results With Geographic Modifier

Sponsored Advertising




Google.com – Local Organic Web ResultsResults Without Geographic Modifier

Place Page Results

Organic Web Results





Organic Local Search Results

Google Maps – Local Organic Map Results


Google Place Tags




Google Maps – Local Organic Map Results

Organic Results (Infobox) No Link




- How To Optimize for Google Maps Organic Listings

- Presence of a business Place Page at the Google Local Business Center

- Positive reviews and the numbers of reviews

- Relevant locality and neighborhood keywords in the business name and copy of the local business listing

- Proximity of the business location to the city and/or center of the city

- Number of “local” links pointing to the web site

- Overall web site organic search engine optimization status- Site architecture, navigation, code, internal linking, page load speeds

Google – Local Organic Map ResultsSEO & Search-friendly Web Design

Mobile Search- “On-Deck” and “Off-Deck” Search Services

- Built-in the Carrier Search (Yahoo, Bing [Verizon], Google)

- Web Access (Browser – Google, Yahoo, Bing, others)




Search Term

Google News

Results

Sponsored Search Results

Google Map

Results

Sponsored Search Results

Google Map

Results



Mobile SearchSEO & Search-friendly Web Design



How to Optimize for Mobile SearchSEO & Search-friendly Web Design

- Build a new mobile web site or use existing desktop web site with mobile reformatting CSS style sheets (separate style sheets for Android and iPhone)

- Mobile users search differently then PC desktop users so special mobile keywords research is required - Use Google mobile keyword tool - Follow traditional desktop SEO best practices for mobile SEO - Title tags, heading tags, alt tags, content keyword optimization, code optimization, link building, crawler accessibility

- Conform to the W3C standards with strict XHTML code and CSS

- Include a mobile XML sitemap, indicate to Google Webmaster Tools how to find this and include a link in your Robots.txt file

- Use browser redirection and redirection software on the server for accessing the correct version for mobile or desktop



Search-friendlyWeb Design

Part 2SEO & Search-friendly Web Design



Search Engine-friendly Web DesignSEO & Search-friendly Web Design

- Websites that are primarily designed for humans with a high-level of usability and targeted messaging

- Websites developed in a way that they can be easily and fully crawled by search engine crawlers



Basic Rules of Human-focused Web DesignSEO & Search-friendly Web Design

- Site content (messaging) in line with goals and objectives; should be easy to read (scan)

- Consistent layout and visual appearance

- Site should be easy to navigate

- High findability - Users should be able easily find what they are looking (site search for large sites)

- Site pages should load quickly (2-4 seconds)



Basic Rules of Search Engine-focused Web Design


- Internal site links that search engines can follow - Avoid Flash, dropdown menus

- Implement “clean” W3C validated code with CSS coding, external JavaScript files

- HTML site map and XML site map

- Avoid session ID’s

- No frames

- Single site domain name, forwarded with 301-redirect (website.com to www.website.com or vise-versa)



ConclusionSEO & Search-friendly Web Design

- Search has become more complex due to the emergence of vertical search and local intent

- To get the best visibility is to create a balance between human messaging and design coupled with deep knowledge of SEO

Advanced Media Productions (@AdvancedMedia)888-755-5151 x17

www.AdvMediaProductions.com



Thank You!

Louise Rijk (@LouiseRijk)

lou[email protected] President of Sales and Marketing


Date post:	01-Sep-2014
Category:	Business
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