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B250 Journal week 10

March 24, 2013

The following is from the web page article Land Page Optimization and Web Optimizer

http://support.google.com/adwords/certification/bin/static.py?hl=en&page=guide.cs&guide=23818&topic=23820

Improving landing pages
-make sure the page is one where users can find the product or service promised in my ad

-keep my original objectives in mind (sales, leads, downloads)

-refer to specific keywords, offers, and calls to action

-provide information that is tailored to the keywords a user is searching for

-use the same terminology to align my landing page closely with my ad text

 

Content

-use original content that relates to the ad or link a user just clicked

-use appropriate <title> tags

-swap dense blocks of text for short blurbs with important information highlighted or visually separated

-streamline the text of headlines so they can be easily scanned and understood by a user

 

Transparency
-consider my site’s audience  (How do I intend to build credibility and trust with them?)

-share information openly about my business

-define clearly what my business is or does

-don’t ask for more information than I really need if requesting info for a sign-up form

-be explicit about how the information will be used

-link to a privacy policy or give the option to limit how their personal information is used (to opt out of something)

-use trust seals or credibility indicators in effective locations not at the bottom of the page

-place them near a purchase button or shopping cart

-use recognizable logos

 

Navigation
-look at my sitemap or navigation bar

-make sure most users are able to find what they want in no more than three clicks

-keep my layout clean and simple

-mark buttons and links clearly (“Learn More”, “Next Step”, “Buy Now”) These can gently lead to desired conversion path

-make buttons and links in high-contrast color and easy to see without scrolling

-reduce visual distractions

-imagine myself as a prospective customer (or use someone who is unfamiliar with my site) to fine-tune my site

 

I gleaned these from the above article to refer to in the future.

 

 

Here is another article on Keyword and Page Optimizing, Basic SEO.

http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization

HTML Head Tags

Title

-have keyword term/phrase as the first word(s)

Meta Description

not used for rankings

-use the target term/phrase because of “bolding” in visual snippet of the search results

-use to help boost click-through rate

Meta Keywords

-not recommend to use this tag

Meta Robots

-Make sure this tag does not contain any directives that could potentially disallow access by the engines.

Rel=”Canonical”

-use for larger, complex site

-use for preventing any potential duplicates or unintentional, appended URL strings

Other Meta Tags

-provide no benefit for SEO with the major engines (DCMI or FGDC)

 

URL

Length

-keep URLs short for better performance

 

Keyword Location

-keep close to the domain name -example- site.com/keyword outperforms site.com/folder/subfolder/keyword (not a massive rankings benefit)

 

Subdomains vs. Pages

-use subfolders/pages rather than subdomains– search engines’ link popularity assignment algorithms tilt the balance in favor of pages

Word Separators

-use hyphens as keyword separators in URLs

-do not apply to root domain names, where separating words with hyphens is almost never recommended (e.g. pinkgrapefruit.com is a far better choice than pink-grapefruit.com)

 

Body Tags

Number of Keyword Repetitions

-use this rule for how often to use a keyword on a page– “2-3X on short pages, 4-6X on longer ones and never more than makes sense in the context of the copy.”

 

Keyword Density

-is myth as an algorithmic component– true that more usage of a keyword term/phrase can potentially improve targeting/ranking but no doubt that keyword density has never been the formula by which this relevance was measured.

 

Keyword Usage Variations

-use at least one or two variations of a term and potentially splitting up keyword phrases and using them in body copy as well or instead.  Worth a small effort but not proven to help with content optimization.

 

H1 Headline

may not help–The H1 tag has long been thought to have great importance in on-page optimization. Recent correlation data from our studies, however, has shown that it has a very low correlation with high rankings (close to zero, in fact). While this is compelling evidence, correlation is not causation and for semantic and SEO reasons, we still advise proper use of the H1 tag as the headline of the page and, preferrably, employment of the targeted keyword term/phrase.

 

H2/H3/H4/Hx

-apply only if required, lower in importance than the H1, carry little to no SEO value

 

 

Alt Attribute 

-use alt attribute, robust correlation with high rankings in some studies

-use a graphic image/photo/illustration on important keyword-targeted pages with the term/phrase used in the alt attribute of the img tag

 

Image Filename

-use the keyword term/phrase as the name of the image file employed on the page

Reason- image traffic can be a substantive source of visits and image filenames appear to be valuable for this as well as natural web search

 

Bold/Strong

-Use a keyword in bold/strong – appears to carry a very, very tiny amount of SEO weight, and thus it’s suggested as a best practice to use the targeted term/phrase at least once in bold, though a very minor one.

 

Italtic/Emphasized

-use italic/emphasized text- slightly higher correlation with high rankings than bold/strong

-use on the targeted keyword term/phrase in the text.

 

Internal Link Anchors

No testing has yet found that internal anchors are picked up/counted by the engines.

 

HTML Comments

engines ignore text in comments

 

Internal Links & Location in Site Architecture

 

Click-Depth

Our general recommendation is that the more competitive and challenging a keyword term/phrase is to rank for, the higher it should be in a site’s internal architecture (and thus, the fewer clicks from the home page it should take to reach that URL).

 

Number/Percentage of Internal Links

More linked-to pages tend to higher rankings and thus, for competitive terms, it may help to link to these pages from a greater number/percentage of pages on a site.

 

Links in Content vs. Permanent Navigation

-use links to pages in the Wikipedia-style (in the body content of a piece) rather than in permanent navigation may potentially provide some benefit.

REMEMBER:  Google only counts the first link to a page that they see in the HTML

 

Link Location in Sidebars & Footers

-be aware Google may be strongly discounting links placed in the footer, and, to a lesser degree, in the sidebar(s) of pages

-use a link in permanent navigation, it may pay to use the top navigation (above the content) for SEO purposes

 

Page Architecture

 

Keyword Location

-feature important keywords in the first few words (50-100, but hopefully even sooner) of a page’s text content –engines appear to have some preference for pages that employ keywords sooner, rather than later, in the text.

 

Content Structure

-use content format (introduction, body, examples, conclusion OR the journalistic style of narrative, data, conclusion, parable) that works best for the content and the visitors -does not seem to affect SEO

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