morcon 2011 presentation: website analysis & seo best practices

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Page 1: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

WEBSITE ANALYSIS & SEO BEST PRACTICES

Page 2: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Introduction

sheiladelapena.com

• Pamantasan ng Lungsod ng Maynila (PLM) graduate;• was Customer Escalations Specialist;• worked as a Strategic Communications officer;• Creative and Advertising head, Lobbyist.biz;• Social Media Analyst for a brand intelligence company;• Online Marketing Junior Manager, DirectWithHotels

Page 3: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Google Search Position Value

In order to find out the value of SEO, Chitika looked at a sample of traffic coming into their advertising network from Google and broke it down by Google results placement.

Numbers are based on a sample of 8,253,240 impressions across the Chitika advertising network in May, 2010.

Position Impressions Percentage1 2,834,806 34.35%2 1,399,502 16.96%3 942,706 11.42%4 638,106 7.73%5 510,721 6.19%6 416,887 5.05%7 331,500 4.02%8 286,118 3.47%9 235,197 2.85%

10 223,320 2.71%

Page 4: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

What is a Website Audit?

An analysis of a website base on online marketing best practices.

Disclaimer: By best practices, we mean activities that work MOST of the times.

Page 5: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Audit Types According to Focus

Actionable Audit• Focuses on one’s own web assets to identify one’s

strengths, weaknesses, opportunities and threats.

Competitive Audit• Focuses on main competitor’s web asset to provide

both the defensive and offensive context for SWOT analysis.

• SemRush online tool that can get Google organic and Adwords keywords, see competitors SE and Adwords traffic estimates and find hidden keywords.

Page 6: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Website Audit Key Areas

Search Engine Friendliness Website Usability Link Popularity Brand Engagement

Page 7: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Search Engine Friendliness Is the website built on flash or iframes? Is the website using a content management system? If so,

what content management system is being used?Chrome Sniffer tool to check CMS platform used by a website.

Is the website using inline CSS or javascript? Is the website using dynamic URLs?

Example of a dynamic URL: http://code.google.com/p/google-checkout-php-sample-code/issues/detail?id=31

Page 8: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Search Engine Friendliness Does the website have 404 redirects for missing pages? Does the website properly redirect to canonicalize pages and

prevent duplicates? www to non-www (or vice versa) main page to www or non-www

Is the website verified to [Google, Yahoo!, Bing] websmaster tools ?

Does the website has robots.txt Does the website has xml sitemaps? Does the website use external CSS and javascripts?

Page 9: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Search Engine Friendliness Are your keywords present in the

• Page Titles (unique and has 70 characters including spaces)• Meta Description (unique and has 150 to 160 characters including spaces)• Meta Keywords• Anchor texts• Headings <H1>, <H2>, <H3>• <alt> tags• Body text• URL

Does your website copy use semantically relevant terms? Are the page titles and descriptions unique and describe the

web page properly?

Page 10: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Does the page load at a reasonable speed?

Google Page Speed Online analyzes the content of a web page, then generates suggestions to make that page faster.

Website Usability

Page 11: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Link Popularity Does the website have backlinks? Does the website have internal links? Are the backlinks from related websites? Are the backlinks from authority websites?

Page 12: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Website Usability Does the website have clear and logical navigation? User sitemap is provided for large, complex websites? User can cancel any operation? Does the website support most browsers? Importance of information is given priority? Is there a confirmation page provided, when needed? Are transcripts of audio files or proper captions provided? Are there plugins that need to be downloaded to load the

entire page?

Page 13: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

Brand Engagement Does the website have social media presence? How big is the brand’s social network? How engaged is the brand with the network.

Page 14: MORCon 2011 Presentation: Website Analysis & SEO Best Practices

MARAMING SALAMAT PO!

“Define your KPI’s and measure your results.”