SEO Housekeeping

SEO HousekeepingOptimization Basics Anyone Can Do

---and Everyone Should Do

July 31, 2013 Lori Taylor | 3StreamFlow.com | Tw @3Stream 1

Advancing, networking, and promoting the cloth diaper industry

Presentation originally given July 31, 2013, as a webinar for members of Real Diaper Industry Association.

Most of the audience members were first-time optimizers, owners of small retail stores and diaper services.

All of the terrible examples are from RDIA sitesfor which I am at least partly responsible.


Lori Taylor

Emeritus board member &Director of Communications

PRESENTER


Why SEO

What you want:

traffic


Why SEO

What you REALLY want:

traffic ready to buy


Why SEO

What you REALLY REALLY want:

organic traffic ready to buy


Optimize

Clean up your site so Google will invite searchers over

Just clean house.


Optimize

S = SearchE = EngineO = Optimization


We’ll Cover● 5 Steps to Site-wide Optimization

● Understanding Customers’ Language

● 3 Things Every Page Needs

● The Rest


5 Steps – Site-wide1. Find your site - Google site:mydomain.com

2. www or non-www - 301 redirects

3. Google set up - Webmaster Tools & Analytics

4. Check your speed - PageSpeed Insights

5. Link between pages - Link on descriptions


Why Google?

Search market share from comScore.com. It’s like Nielsen Ratings for search engines.


Understand Language● What do your customers type into

search engines?

This is simple keyword research.


Language CluesSpecific to Your Site

●Google Webmaster Tools●Host stats●Shopping cart


Every Page NeedsOne Idea

1.Unique Title - Shows in search results

2.Unique Meta Description - Sometimes shows in search results

3.Descriptive Filename - End of the URL


Unique Title● Shows in search results● Put your topic first● Store name not necessary● Fewer than 70 characters


Unique Description● Sometimes shows in search results● Put your topic first● Write compelling copy, like an ad● Aim for 155 characters


Descriptive Filename● Last part of the URL● Unique identifier of this page● SEO option in many shopping carts● Limit to 3-5 words


Ready for More?● Does Google think you have problems?

Webmaster Tools> Diagnostics > HTML suggestionsFix every problem here, and you are well on your way to a clean web house.

● Is your site easy to use? Find out if users bounce quickly off your site. If they do, they are not finding what they want. Search engines notice this and rank you higher if visitors stay longer.

● Is your site interesting and useful enough to share? If you have links from websites and social shares, that is a general indication that others find your site useful. Search engines like that, so shares and links will boost your rank.

● Does your site work?

If your site is slow and full of broken links, it looks abandoned. Search engines want to send searchers to great sites. A functional, fast site will rank higher.


Then More● Create Content

Blog posts, how-to articles, helpful reviews, profiles of your brands, FAQs.Create content that answers the actual questions your actual customers ask.

● Research KeywordsGet serious about keywords and understanding the language your customers use.

● Improve Page TextGet rid of manufacturer product descriptions.Make every page easy to read and scan.


Even More● Optimize Social Profiles

Make sure your social profiles accurately describe what you offer in a way that search engines will send you the right people.

● Optimize Every Social ShareUse what you’ve learned so far.

You know I could go on and on.


Don’t PanicYou’re Fine for Now

Focus on 3 Things Every Page Needs


Thank You!


Marketing

SEO Housekeeping