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June 6, 2012
Contents
Ten SEO Tenants We Believe .........................................................................................................................3 SEO Overview ..................................................................................................................................................4 Goals ................................................................................................................................................................5 Overview of SEO Focus By Area .....................................................................................................................6 Page Architecture & Accessible Page Design .................................................................................................7 Keyword Optimization ....................................................................................................................................12 Link Strategy ..................................................................................................................................................13 Reporting ........................................................................................................................................................14
SEO Overview
SEO is based on three core building blocks- keyword optimization, accessible site and page architecture as well as external link development. When combined and implemented correctly, together they provide a site the momentum they need to build organic traffic. Without managing all three efforts in parallel, we will not be successful. This document lays out the approach we will use to drive organic traffic to ____________________________.com. In this document, we will review:
1. Accessible Site & Page Architecture. An overview of our approach to title tags, meta descriptions, internal links, information architecture, url structure, breadcrumbs and site maps. 2. Keyword Optimization. A detailed description of our keyword copy strategy including review acquisition, home page management and target keywords. 3. Link Development. Detailed link building strategy including how we gain momentum at the root, category and product level. 4. Reporting. We will also review our standard daily, weekly and monthly reporting to ensure we stay on top of SEO trends.
Goals
Home Page PR: Interior Page PR: Last Cached: Inbound Links: SERP: SERP: ___ within ___ months ___ within ___ months _____ week rolling ____ new authority links per month; _____ annually Page 1 listing for our Top _____ keywords Top 5 listing for our Top ______ categories
Monthly Projections We want to grow from to ______________________ organic monthly visits to _______________.
How to monitor our progress: Google Analytics- keyword monitoring & traffic monitoring Google Webmaster Tools Indexed pages: Monitor this query: site: www._____________.com Cache frequency: Monitor this query: cache: www._________________.com Inbound links: Monitor this query: link: www._________________.com
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Page Architecture URL structure Title Tags HTML Coding- H1, H2, H3 Images/Alt text Rich Snippets Canonical Tags No Index/ No Follow Robots Redirects Cross Linking Meta Descriptions Site Maps Keyword Copy Keyword Research URL Keywords Title Keywords h1 Keywords h2 Keywords Anchor Text Keyword Consistency Link Building Building Authority
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Title Tags Title tags are critical for the spiders and are among the first data points read on a page (and the MOST important). We will work to make titles consistent with URLs to reinforce the key term of the page. Unique title tags should be created for each page. Titles should be 40-69 characters Home page title tag will be:
HTML/Coding Semantic markups are critical for clean code. As a company, we will use H1-H6 tags and new HTML5 elements such as HEADER, FOOTER, SECTION, ARTICLE and ASIDE to ensure pages have a clean structure that is machine- and human-readable. From an SEO perspective, we specifically care about the use of h1, h2, and h3 used throughout the page. Therefore, those will be our SEO focus. (developers can use H4-H6 at your discretion). We will work to highlight the most important keywords in H1, H2 and H3. We will also ensure that they support the title tag and URL structure. We will have one h1 tag at the root document level and it should be the most important title on the page (ideally it should not be a link) and it should be very high up on the page With HTML5, we have the option to have multiple H1s. At this time, we WILL NOT use multiple H1s. Instead, we will default to H2 usage in the headlines in the SECTIONS and ARTICLES. Extremely important that the H tags are keyword-rich Within each section, limit to one or two <h2> tags Quality Code. We will avoid black-hat practices that diminish SEO value, such as hiding, disguising or misleadingly styling content so that it looks one way to 'bots and another way to human readers. We will ensure that any content with SEO value is visible to bots. Even if human visitors see such content delivered dynamically via JavaScript/Ajax, the content must also be available to spiders through normal HTML link elements with real URLs that resolve to full pages. Content that has no SEO value - or negative SEO value - is OK to deliver solely through JavaScript. (Example: SDC links.)
Notes:
Images & Alt Tags and Title Attributes Alt tags are the alternative text used for describing images in the code. Title attributes are attributes applied to images and are displayed on the site while the images on the page are loading, or when you hover over the image with your mouse once the page has loaded. Title attributes are used for screen readers for the visually impaired. We care about ALT TAGS from an SEO perspective. Smart labeling of alt tags is critical for SEO optimization of images. Relevant pictures with corresponding alt tags are scanned by Google Search bots and can positively affect Search Engine Results- specifically in Google Image Search. Titles attributes are equally important, but more relevant from a usability perspective. DEFINITELY need alt text if using an image as a link Alt text should be keyword-rich o If its an image of a product, alt text should be product name Image file names should also include keywords o AVOID: image file names that are just image1.jpg
Do we have any pages that this applies to? Rich Snippets Rich snippets are segments of code featured on site pages that allow additional information to appear in Google Search results. The rich snippets on our pages will allow review information (average rating and number of ratings) to appear in SERPs. Currently, Google only allows rich snippets to appear on product or review pages (not category pages) Rich snippets should be applied to all product and review pages. Rankings will need to be converted to star ratings to be retained. Rich snippets can have up to a 40% impact on traffic.
Do we have any pages that this applies to? Canonical Tags Canonical tags are intended to tell engines which URL is suitable for indexing when multiple pages contain the same or similar content This is a <link rel> item in the header that suggests to the search engine what the original or canonical version is. Do not use Canonical Tags on pagination.
Do we have any pages that this applies to? No Index and No Follow The No Index and No Follow designation can be used together or separately. It is critical when being applied that you check with the SEO team first. Wrongly applying No index or No Follow can significantly hurt SEO. NOINDEX o Use NOINDEX for all other pages we dont want search engines to index (aka we dont want them to list in the Yellow Pages!)
That way, we still get the value if someone links to a page No Index should be used on pages such as Terms of Service, Privacy Policy, Review Form, Log-in, Profile, Customer Service rel=nofollow o Use to tell the BOTS that we do not want them to follow the links on the page. o Use No Follow on any third party providers that have links on our site such as Quantcast o Put a NF on any review it buttons, Post a Comment, Innapropriate Link; Reviewer; Add a Friend; E-mail a Friend; Share This; Subscribe; o Put a NF on any links from Compare Prices or SDC links o NF any ads o NF privacy policy, terms, etc o
Robots.txt Robots.txt o A robots.txt file tells search engines whether they can access and therefore crawl parts of the site. Use the Robots Exclusion Standard to block sensitive or confident material The Robots Exclusion Standard is a convention to prevent cooperating web spiders/crawlers, such as Googlebot, from accessing all or part of a website which is otherwise publicly viewable. o Use robots.txt SPARINGLY Only admin, beta sites, registration page, login page, etc.
Redirects 301 Redirect - Tells browsers and search engines that a page has been permanently redirected o Passes link equity and ranking metrics (link juice) to the new page 302 Redirect Temporary redirect o Does not necessarily transfer link juice If we disable/reject a review, we need to make sure there is a 301 Redirect to the product page in place 404 o Should be useful to users and help guide them back to the site Creating the Perfect 404 Page o Could be creative so users are not as annoyed to see a 404 page - Great examples
Cross-Linking In addition to a spider-friendly URL structure and a spider-friendly navigation scheme, all sites should have relevant internal (within the site) cross-links. Cross-linking is often confused with link development. rd Cross-linking is internal. Link development involves objective, 3 -party links from external Web sites (link
from the Yahoo directory to your Web site). These are the types of cross-links we need to have on ____________________________: Vertical (hierarchal) o Breadcrumbs are ideal o Category/subcategory (or parent/child) links o Ideally, we can feature the keyword in the breadcrumb Horizontal o Alternative links that are highly relevant o Related links There should be no more than 100 links per page
Meta Descriptions Meta descriptions are extremely important because Google can choose to use them as the description of a page in the SERP. These descriptions are very important in convincing a searcher to click on our result. They should be optimized and unique for every page. We have default meta descriptions that can also be overridden manually. Home page MD will be:
Site Maps & Hierarchy We will develop a site map to help users and spiders find the sites content. We will also upload all site maps into google and, if relevant, msn and yahoo. However, it is important to note that a site map is NOT a substitute for poor information architecture, site navigation, and relevant cross-linking. The information architecture must be intuitive on its own and we will work to ensure the hierarchy and taxonomy is intuitive on the site. Search engines (and people) are seeking a clean, simple taxonomy and understandable information architecture.
Keyword Optimization
Once we know the site is accessible to the spiders, we will focus on ensuring the spiders are able to determine the focus of the page. This is achieved through consistent use of keyword copy. Note: This also helps achieve a usability objective of helping people gain a strong sense of place and relevancy. What terms overall are you trying to optimize for? Please list the top 10 terms and their competitiveness as you have seen in Google. Term Competitiveness Notes/Questions
Link Strategy
We will get very aggressive with link building and send out _______ messages per week with a goal of getting _____ quality links per month. We will work to OWN the terms:
Sample Infographics
Reporting
We will do detailed daily, weekly and monthly reporting as well as audits in each of our core areas. Page Architecture Maintain daily monitoring and reporting of crawl activity, indexed pages, webmaster tools Monitor Webmaster Tools monthly be certain to check SPEED We will complete a post build audit (one day after build) against our 12-point architecture checklist to ensure nothing major is missing. The checklist that we will monitor against can be found on page 6 of this document. Keyword Optimization Here is how I will monitor my keyword traction:
Retail Trends Quarterly, we will identify key category search trends by month to determine what should be highlighted when. We will then modify home page placements to highlight the appropriate areas.
Link Building We will report monthly on outbound links and our success rate