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15 Simple SEO Techniques

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Information about 15 Simple SEO Techniques

Published on July 14, 2008

Author: joanna_wiebe

Source: slideshare.net

Description

15 techniques developed internally at Intuit Canada and including tips written of in iMedia Connection in early July 2008. Please contact/comment if you have any questions about this presentation or issues to report. Thanks to Brian Kleisner of Intuit Inc. for his insights.
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SEO: 15 simple techniques for better traffic Creative Services 2008 Based on internal best practices, an iMedia Connection article by Andrew Hazen (July 9, 2008) and the input of Brian Kleisner (Intuit Inc.).

Overview Employ best SEO practices (organic), including: The proper use of metadata Site structure Link building URL naming conventions Web copywriting techniques

Employ best SEO practices (organic), including:

The proper use of metadata

Site structure

Link building

URL naming conventions

Web copywriting techniques

Outcomes Increase visibility, deliver better qualified traffic, lower customer acquisition costs – and make our Web sites user-friendly with: Effective navigation Clear visual design Proper search functionality Hyperlinks Page titles Clear headings All of this equals increased quality traffic – both first time and returning traffic.

Increase visibility, deliver better qualified traffic, lower customer acquisition costs – and make our Web sites user-friendly with:

Effective navigation

Clear visual design

Proper search functionality

Hyperlinks

Page titles

Clear headings

All of this equals increased quality traffic – both first time and returning traffic.

TECHNIQUES: Writing for the Web

1: The right messages Create a unique selling proposition that sets your product/service apart from the competition, and highlight that proposition on the landing page. Speak to real problems our users are trying to solve – even if it means admitting that, yes, there may be problems

Create a unique selling proposition that sets your product/service apart from the competition, and highlight that proposition on the landing page.

Speak to real problems our users are trying to solve – even if it means admitting that, yes, there may be problems

2: Better keyword writing Optimize unique individualized page titles with targeted keyword phrases that generate more monthly searches. Use no more than two keywords per page Keywords should be non-branded phrases Titles should contain the non-branded phrases first, followed by the brand E.g. "Accounting Software - QuickBooks"

Optimize unique individualized page titles with targeted keyword phrases that generate more monthly searches.

Use no more than two keywords per page

Keywords should be non-branded phrases

Titles should contain the non-branded phrases first, followed by the brand

E.g. "Accounting Software - QuickBooks"

The importance of page titles Does this search result inspire your confidence that this website will meet your needs? Compare this result to this one. Which one better meets your request as a searcher? This is how the page title appears in the search results.

3: Optimize home Enhance the home page by increasing relevant copy and internal linking. For every “Learn more” button on the home page (and throughout the site), include at least one text link to compensate Add an alt tag to every button (+images, etc.) Include anchor text (build the keyword phrase into the copy and link out accordingly)

Enhance the home page by increasing relevant copy and internal linking.

For every “Learn more” button on the home page (and throughout the site), include at least one text link to compensate

Add an alt tag to every button (+images, etc.)

Include anchor text (build the keyword phrase into the copy and link out accordingly)

TECHNIQUES: Content Strategy

4: Alt tags for images Create alt-tags for all images on the site (and in emails!). Include non-branded primary keyword phrases in unlikely locations, such as image file names, like the name of the logo. Ensure these alt-tags are SEO-friendly with searchable terms. Tip: This is also a best practice for Web accessibility (for the vision impaired).

Create alt-tags for all images on the site (and in emails!). Include non-branded primary keyword phrases in unlikely locations, such as image file names, like the name of the logo.

Ensure these alt-tags are SEO-friendly with searchable terms.

Tip: This is also a best practice for Web accessibility (for the vision impaired).

5: H1s & H2s Revise H1 tags to target the primary chosen keywords for each page. Update pages to include H2 tags for each article represented. How many times to use the keywords Jury’s out! Depends which camp you fall into. Use keywords only once on each page – in strategic places, such as the H1, H2 or text link Repeat keywords, striving for a density of 3-5% of the copy (a US practice)

Revise H1 tags to target the primary chosen keywords for each page. Update pages to include H2 tags for each article represented.

How many times to use the keywords

Jury’s out! Depends which camp you fall into.

Use keywords only once on each page – in strategic places, such as the H1, H2 or text link

Repeat keywords, striving for a density of 3-5% of the copy (a US practice)

6: Keyword maps/flows Develop keyword-rich optimized content to further improve consistency among: Page title Meta-descriptions Meta-keywords Header tags (H1, H2)

Develop keyword-rich optimized content to further improve consistency among:

Page title

Meta-descriptions

Meta-keywords

Header tags (H1, H2)

7: Use useful resources Post helpful informational documents on the home page. Examples: 5 things you must know before purchasing accounting software Top 10 tips for entrepreneurs Top 5 considerations for online software

Post helpful informational documents on the home page.

Examples:

5 things you must know before purchasing accounting software

Top 10 tips for entrepreneurs

Top 5 considerations for online software

8: Handshake between FAQs and home page Add a link from the FAQ section of the site to the home page. Answering FAQs educates visitors and improves their chances of doing business with us (add-ons, etc.) Lessens the risk of them leaving the site

Add a link from the FAQ section of the site to the home page.

Answering FAQs educates visitors and improves their chances of doing business with us (add-ons, etc.)

Lessens the risk of them leaving the site

TECHNIQUES: Interaction Design

9: Get more out of ‘contact’ Move the Contact Us link (which performs very well) to the header on every page to increase accessibility, creating a better experience for customer.

Move the Contact Us link (which performs very well) to the header on every page to increase accessibility, creating a better experience for customer.

10: 301s Implement a canonical 301 redirect so that all traffic points to http://www.quickbooks.intuit.ca to avoid penalties from search engines for duplicate content.

Implement a canonical 301 redirect so that all traffic points to http://www.quickbooks.intuit.ca to avoid penalties from search engines for duplicate content.

11: Keyword-rich URLs Name URLs so they all contain primary keyword phrases (where possible). Improved search engine visibility User readability Use hyphens to separate individual words in multi-word keyword phrases.

Name URLs so they all contain primary keyword phrases (where possible).

Improved search engine visibility

User readability

Use hyphens to separate individual words in multi-word keyword phrases.

12: Text-based where possible Convert navigation bars from JavaScript (not read by search engines) to keyword-rich text-based navigation (read by search engines.) OR Use JavaScript… and then submit a non-JavaScript version of the navigation to the search bots.

Convert navigation bars from JavaScript (not read by search engines) to keyword-rich text-based navigation (read by search engines.)

OR

Use JavaScript… and then submit a non-JavaScript version of the navigation to the search bots.

13: In-site search Implement an internal search bar. Enhance visitors’ overall experience with the Web site Enable users to quickly locate sought-after info Provide Intuit with analytics by tracking keywords searched If a keyword is searched frequently, it may warrant a landing page, which then further drives qualified traffic and increases organic search results

Implement an internal search bar.

Enhance visitors’ overall experience with the Web site

Enable users to quickly locate sought-after info

Provide Intuit with analytics by tracking keywords searched

If a keyword is searched frequently, it may warrant a landing page, which then further drives qualified traffic and increases organic search results

14: XML sitemap Generate an XML sitemap. Sitemaps provide a way for sites to specify what pages within the site should be indexed and what new content has been added XML sitemap allows administrators to include additional information about each URL, which lets search engines crawl the site more intelligently: When the page was last updated How often the content changes How important it is in relation to other URLs on the site

Generate an XML sitemap.

Sitemaps provide a way for sites to specify what pages within the site should be indexed and what new content has been added

XML sitemap allows administrators to include additional information about each URL, which lets search engines crawl the site more intelligently:

When the page was last updated

How often the content changes

How important it is in relation to other URLs on the site

Additional techniques

15: Update flash If we use flash, update it on a regular basis to improve Web site credibility.

If we use flash, update it on a regular basis to improve Web site credibility.

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