SEO: How Does Your Site Perform?

Panelist:Bryan Connally, SEO Account Manager – Parallel PathJohn Schoofs, Analytics Services Manager – Parallel Path

Moderator:Janine Soika, Channel Market Leader – Verio

SEO Site Clinic: Do your Websites Test Positive

for SEO?

© 2011 Parallel Path Corp.

Web 2.0 - 2011

SEO Site Clinic


✪SEO Site Clinic

Web 2.0 – San Francisco

Bryan Connally+ SEO Account Manager

John Schoofs+ Analytics Services Manager


⅗Parallel Path

• Analytically-driven online marketing specialists, established 2005

• 16 employees, avg. SEM experience 5-10 years each• 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


✔Agenda

High Level SEO OverviewExample Site ReviewAudience Site Review Q&A

SEO Site ClinicWeb 2.0 - San Francisco


Why SEO?


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


• Successful SEO clearly defines your business / website goals• Align keyword research & selection with business goals

• Keyword selection balances: potential traffic, ability to rank, and relevance• SEO heavily effects web design and information architecture


Internal Assessment + Market Assessment + Competitive Assessment


=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



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 Single Video Directory

Youtube is now the second largest search engine!



“ ”Sculpting, not just for Artists

• Nofollow tag is no longer used, but sculpting is STILL important• Pay Attention to PageRank Distribution

• Internal Linking Indicator of Page Importance• Integrate Keywords into Link Text

• Use non-crawlable javascript• Limit the links on important pages


Tread Lightly. Code Matters.


• Google Caffeine update makes this more important than ever!

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

• Embedded CSS, JS, Tables• Parallelize Page Resources

• Minify & Compress Files/Images


Top Page Speed Tools:


• Yslow for Firefox- https://addons.mozilla.org/en-us/firefox/addon/yslow/

• Page Speed Addon for Firefox & Chrome- http://code.google.com/speed/page-speed/index.html

• Google Chrome developer tools- http://code.google.com/chrome/devtools/


Site Audit Reports

Each line item will have its own report


Web 2.0 - 2011

Top Trends in Last 12 Months

• Social Signals: Increased contributor to ranking performance• DécorMyEyes caused penalization of negative reviews

• Video SEO: Increasingly supports overall search performance• Page Speed: Google Caffeine + Google Instant = More Important Than Ever!• Link Spam Scrutiny: Increased focus on quality & relevance over quantity

• Google initiated a manual action against JCPenney Recently• Farmer / Panda Update: Original content vs. Sourced / Repurposed Content

• Effects 12% of all sites in the US


Sample Site Review



Site Review - Yeticycles.com



Yeticycles.com - Keywords


Home Page Title Tag:


Yeticycles.com – Google Cache



http://www.yeticycles.com – Links


http://yeticycles.com – Links


Yeticycles.com – Links


Position Site Links Domain Age

1 Fisherbikes.com 48,723 15 Years

2 Specialized.com 225,270 16 Years

3 Konaworld.com 79,843 14 Years

85 Yeticycles.com 31,374 15 Years

15 Trekbikes.com 180,575 15 Years


Yeticycles.com – Conclusion


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


Drum Roll…..




I’m having a hard time

figuring out what this site is

about….


Site Review – bebe.com


bebe.com - Keywords


Home Page Title Tag:

Rank Competition

Keyword Rank Pages Indexed intitle Comp.

Womens clothing 156 1,340,000,000 245,000

Womens clothes Not Ranked 1,540,000,000 18,400

Womens apparel Not Ranked


bebe.com – Content > Keyword Density

SEO Site ClinicWeb 2.0 - NYC

Women’s ApparelWomen’s Clothing


bebe.com – URL’s


First Level

Second Level

Third Level

bebe.com – Content > Heading Tags

SEO Site ClinicWeb 2.0 - NYC

<h3> = 0

<h4> = 0

<h1> = 0

<h2> = 0


No Content– bebe.com


bebe.com – Information Architecture


bebe.com – Links


Position Site Links

1 victoriasecret.com 452,885

5 anntaylor.com 140,775

10 coldwatercreek.com 27,768

85 bebe.com 72,715


Code – bebe.com





bebe.com – Page Speed Summary


• GOOD: Minimal Embedded Scripting• GOOD: Using <div> for coding

• OPPORTUNITY: Page Weight: 548.7kB• OPPORTUNITY: Code-to-Content Ratio Is low


bebe.com – IP & Whois Information



The Verdict…..




With a few optimizations I would consider this site A LOT more relevant.


Audience Site Review



Contact Information

Bryan Connally+ SEO Account Manager

[email protected]

John Schoofs+ Analytics Services Manager

[email protected]