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Why we need to think about SEO before and during project design rather than trying to bolt it on afterwards  ,[object Object],Or what I learned from Hedgehog Books,[object Object]
What part do you play?,[object Object],Designers,[object Object],Navigation,[object Object],Logo banner area,[object Object],Room for critical keyword elements,[object Object],Developers,[object Object],Copy development and formatting,[object Object],Code,[object Object],Project managers or both,[object Object],Url selection,[object Object],Copy development,[object Object],Continue keyword development for each page,[object Object]
What is the goal of SEO?,[object Object],To convince Google your page deserves to be on top as determined by:,[object Object],Authority,[object Object],Content – lots of it, so design it to expand,[object Object],Click thru – Title and description tags, CRO, placement of copy,[object Object],Time on site,[object Object],Shares, Likes, Tweets, +1,[object Object],Include sharethis,[object Object],Quality of content, spelling, etc. ,[object Object],No spam,[object Object],Relevancy,[object Object],Content ,[object Object],Time on page,[object Object],Shares, Likes, Tweets,[object Object],No spam,[object Object],SEO tricks,[object Object],KEYWORDS,[object Object]
Keywords,[object Object],Keywords are to websites what a foundation is to a house.,[object Object],So build your foundational design with this in mind.,[object Object]
Keywords,[object Object],What is your goal? ,[object Object],To be pretty or to acquire customers? ,[object Object]
Keywords,[object Object],Ask customers to provide a list,[object Object],Bring in an SEO consultant to help,[object Object],Do it yourself,[object Object],HOW? Google’s free keyword research tool,[object Object],HOW MANY?,[object Object],As many as budget allows. ,[object Object],As many a competition allows. ,[object Object]
What to do with your keywords?,[object Object],Placement is key,[object Object],Urls,[object Object],Top of page,[object Object],Beginning of sentences,[object Object],Beginning of paragraphs,[object Object],Title tags,[object Object],Link anchor text,[object Object],Location words should be visible for local searches,[object Object],Should not be in images! ,[object Object],Should be in images! ,[object Object],If you’re using Flash, provide text version for robots,[object Object]
What to do with your keywords?,[object Object],URLS,[object Object],Google is dialing exact match domain url points down, but they still work,[object Object],Use SEF urls (keyword rich),[object Object],Eliminate dynamic page urls,[object Object],Dashes between words,[object Object]
What to do with your keywords?,[object Object],Title tags,[object Object],Should include your target keywords,[object Object],Should be unique,[object Object],Keywords should come first,[object Object],Should include your brand name at the end if you have a known, trusted brand,[object Object],Should include the same words on the page,[object Object],<title>San Jose insurance agent – Taylor Benefits</title>,[object Object]
What to do with your keywords?,[object Object],Description, keyword meta tags,[object Object],Description is your call to action,[object Object],No or little value for rank in Google,[object Object]
What to do with your keywords?,[object Object],Links,[object Object],Should include your target keywords and page it links to should be associated with keywords,[object Object],Only first one on the page counts, so don’t overdo them,[object Object],Pass page rank, particularly from home page,[object Object],Should be text, not images,[object Object]
What to do with your keywords?,[object Object],Images,[object Object],Should have keywords in the name,[object Object],Should have keywords in alt tags,[object Object],Should have keywords in captions,[object Object]
What to do with your keywords?,[object Object],H1, h2, etc.,[object Object],Should have one H1 tag at the top of the page,[object Object],H2, h3, etc. have little value,[object Object],Bold little value,[object Object],<emph> more value,[object Object]
What to do with your keywords?,[object Object],Architecture,[object Object],Silos – Don’t be a Macy’s! Organize by category!,[object Object],Pass page rank to the top level,[object Object],Keep site “flat” with fewer nested directories,[object Object]
What to do with your keywords?,[object Object],Content,[object Object],Don’t keyword stuff,[object Object],2-3 keyword targets per page, no more,[object Object],Long enough copy to incorporate keywords and their variations, plus headings, to give enough weight to establish relevancy,[object Object],Local considerations,[object Object],Include address and phone number on each page in TEXT,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Indexing,[object Object],Meta Directives,[object Object],<META NAME=“ROBOTS” CONTENT=“INDEX,FOLLOW”> ,[object Object],Robot files ,[object Object],Keep from crawling low quality pages,[object Object],Keep from crawling duplicate copy,[object Object],User-agent: * ,[object Object],allow: /     (Means all the robots are allowed to crawl everything that comes under the root folder, which is the entire website),[object Object],User-agent: * ,[object Object],Disallow: /temp/   (Means all the robots are not allowed to crawl the folder named “temp”, while other parts are allowed to crawl),[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Sitemaps,[object Object],XML Sitemap,[object Object],Submit to Google via Google Webmaster Tools,[object Object],Free generator: http://www.xml-sitemaps.com/,[object Object],HTML Sitemap on site,[object Object],Create by hand and use keywords!,[object Object],Good example: http://spiderbites.nytimes.com/,[object Object],Sitemaps help indexing of blogs and dynamically created pages,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],301 Redirects & 404’s,[object Object],Run site:http://www.domain.com to get list of urls in site,[object Object],Make sure new site has the same urls,[object Object],Look for 404s in Webmaster tools,[object Object],Where different, create 301 redirects in .htaccess file,[object Object],Redirect 301 /oldpage.php /newpage.php,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Load time,[object Object],Not much weight, but still important,[object Object],Check in Webmaster Tools under “Labs”,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Canonicalization & Duplicate Content,[object Object],Canonicalization is the process of using and enforcing the best URL when there are several choices,[object Object],These urlsare all different:,[object Object],www.example.com,[object Object],Example.com,[object Object],www.example.com/,[object Object],Example.com/,[object Object],www.example.com/index.html,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Canonicalization & Duplicate Content,[object Object],Why be concerned about duplicate content?,[object Object],Duplicate content can dilute PageRank,[object Object],Your site can be banned from Google ,[object Object],Links going to “duplicate pages” instead of the same are weakened,[object Object],Multiple domain names create duplicate content for every page on the site!,[object Object],Dynamic sites often inadvertently create duplicate content,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Canonicalization & Duplicate Content,[object Object],How to fix it:,[object Object],Limit crawling of duplicate pages where possible (i.e. use no-follows, or pull-down forms for sorting),[object Object],Use Permalinks or SEF Urls,[object Object],Pick one “canonical” url and link consistently throughout your site,[object Object],Make all non-canonical urls do a permanent 301 redirect to preferred urls,[object Object],Specify www vs. non-www in Webmaster Tools,[object Object]
Crawling, Indexing, & Other Technical Issues,[object Object],Canonicalization & Duplicate Content,[object Object],How to fix it:,[object Object],Add canonical tag at page level,[object Object],On http://www.example.com/page.html?sid=asdf314159265,[object Object],<head>,[object Object],...,[object Object],<link rel="canonical" href="http://example.com/page.html"/>,[object Object],...,[object Object],</head>,[object Object],(Don't forget the final / at the end of the link tag.),[object Object]
Other Technical Considerations,[object Object],Avoid javascript or flash for menus or make sure there is an alternative,[object Object],Avoid extraneous html,[object Object],Javascriptand css should be in external files,[object Object]
User Signals,[object Object],Google uses user signals to determine how much trust to give a site,[object Object]
User Signals,[object Object],Click thru ,[object Object],Create great title and description tags,[object Object],Your description is your elevator speech,[object Object]
User Signals,[object Object],Bounce,[object Object],Make sure page is relevant to the keyword you are targeting,[object Object],Make sure they can see that RIGHT AWAY!,[object Object],Check analytics, look for bounces, CORRECT!,[object Object]
User Signals,[object Object],3. Time on site,[object Object],Answer: Why am I here? What am I supposed to do?,[object Object],Make it easy to read and see that the site is relevant,[object Object],Bullets,[object Object],Short paragraphs ,[object Object],Informative headings,[object Object],Call to action – Lead them INTO the site,[object Object],Put “catchy” content where they look (See F-Heatmap),[object Object]
User Signals,[object Object]
Ecommerce	,[object Object],PROBLEM: Ecommerce sites generally full of duplicate content. How do you make yours unique? ,[object Object],Reviews,[object Object],Related products,[object Object],Custom descriptions,[object Object],http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck,[object Object]
DON’Ts,[object Object],DON’T provide different content to search engines and humans ,[object Object],DON’T try to trick search engines to improve rankings ,[object Object],DON’T use hidden or extremely small text,[object Object],DON’T keyword stuff,[object Object],DON’T use same title tags,[object Object],DON’T copy content,[object Object]
SEO for web designers
FINAL DON’T– Don’t make the mistake of thinking that pretty is enough. ,[object Object],Pretty may get you a wink, but not necessarilyrelationship.,[object Object]
Need help?,[object Object],Kat & Mouse takes your site to the next level with: ,[object Object],Website & Google Places optimization to get Google to take note,[object Object],Link building to move your site above the competition,[object Object],Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises,[object Object],Mobile Marketing to capture the crowd on the street in the new internet,[object Object],Monthly monitoring and improvements to keep you on top,[object Object]
Kat & Mouse,[object Object],Please connect with me,[object Object],www.katandmouse.com,[object Object],anonymouse@katandmouse.com,[object Object],408-694-3706,[object Object],www.facebook.com/katandmouseo,[object Object],Twitter: @katndmouse,[object Object],LinkedIn- Kathy Long,[object Object],LinkedIn: Join Local BizBuzz Grouphttp://www.linkedin.com/groups/Local-BizBuzz-3215677,[object Object],To your success!,[object Object]

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SEO for web designers

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