seo_design_and_organic_site_structure-mark_jackson.ppt
TRANSCRIPT
SEO Design & Organic Site Structure
Presented by
Mark JacksonPresident / CEO
Vizion Interative, Inc.
7 Habits of Highly effective Web Design
• Be Proactive
• Begin with the End in Mind
• Put First Things First
• Think Win/Win
• Seek First to Understand; Then to be Understood
• Synergize
• Sharpen the Saw
Be Proactive
• Keyword Research
• Competitive Analysis
• Creating a Search Engine Friendly Information Architecture
• Search Engine Friendly Website Design
• Content
Keyword Research
Keyword Research (cont’d)
Competitive Analysis
Begin with the End in Mind
• What are the goals?
– More Sales / Leads
– Higher Rankings / More SE Traffic
– More Registrations for Newsletters, etc.
– Better Branding (Better Looking Website)
Begin with the End in Mind (cont’d)
• Incorporate Keyword Research
• Refer to Competitive Analysis
• Develop a strategy for building the Information Architecture
• Develop Content Strategy
• Wireframe the Website
– Usability Testing on Wireframe
Organizational Example
Page Name URL Title Keywords Description
Put First Things First
• Prioritize important things rather than “urgent” things
• Plan for the end result rather than addressing immediate pain points.
Think Win/Win
• Content is good for Users and Search Engines
– People are searching because they are researching.
– Search Engines do not read images (alt text) or Flash (will get indexed, but not optimal for SEO)
– Good Content will get naturally linked to, with proper promotion of the content. Blogs are great for this.
Building Content
• Write content that is engaging to read and conducive to your SEO strategy
• Use opportunities for internal linking
• Avoid marketing “fluff”. Call it what is really is, not what your marketing team “brands” it to be.
• Add a blog to help target the “tail” keywords
Seek First to Understand, Then to be Understood
• Refer to Analytics before creating Information Architecture.
– Understand user behavior. What are the most popular pages? What resolution do most visitors use? What has been the drop off point, to date, of visitor sessions?
– What current rankings/traffic do you have?
• Make sure that these pages still exist in new IA
• 301 Redirects for all URLs/pages
SynergizeAll of these go into the creation of an SEO Friendly Website and,
more importantly, a Successful Website Strategy.
Sharpen The Saw
• Post Launch Checklist
– Check Rankings against Baseline Ranking Report (prior to launch of new website)
– Check Analytics against Baseline Analytics Report
– Check Google Webmaster Tools for broken links or other issues
– SEO is an ongoing process. Keep refining efforts through additional KW research, change in competitive landscape, new content, new linking strategies.
Summary• Be Proactive / Not Reactive
– Don’t redesign in a hurry – plan your work, work your plan.
• Begin with the End in Mind / Put First Things First– Stay focused on what’s important rather than what’s urgent
• Think Win/Win. Search engines and users want content. Give it to them.
• Seek First to Understand, Then to be Understood– Use your Analytics to show you the way. Check your Competitive Analysis
so that you “know” why other websites are ranking and you are not.
• Synergize– Bring all of the pieces together in a tightly knit plan for success.
• Sharpen The Saw– SEO Never Ends.
