SEO Site Clinic:
Do your Websites Test Positive
for SEO?
Panelist:
Bryan Boettiger, Co-Founder and VP of Operations – Parallel Path
Jon Aron, SEO Account Executive – Parallel Path
Moderator:
Janine Soika, Channel Market Leader – Verio
About Verio
• Premier web hosting, application hosting and SaaS applications
vendor
• Financially stable
– Part of NTT Communications (world’s largest
telecommunications company)
• Owns the data centers and IP network
• Award-winning services
• Highest performance available
• 24X7 technical and customer support
• Industry leading Service Level Agreements
• 100% focused on channel
viaVerio Partner Program
• Via 1 Partner Model
– 15% recurring commission on all customer sales
– You do not have to provide monthly billing, technical or
customer support (Verio handles)
• Via 3 Partner Model
– Allows partners to purchase our services at wholesale prices
(nearly half retail pricing)
– Resell services for a profit to end-customers
– You provide monthly billing, technical and customer support to
end customers
Contact us at www.viaverio.com or 888-224-9346
Web 2.0 - 2010
SEO Site Clinic
SEO Site Clinic
Web 2.0 - NYC
Bryan Boettiger
+ Founding Partner/VP Operations
Jon Aron
+ SEO Account Executive
Parallel Path
• Analytically-driven online marketing specialists,
established 2005
• 16 employees, avg. SEM experience 5-10 years each
• Consistently deliver 200% - 300% higher conversion
rates than industry average
• Located in Boulder, CO
Parallel Path Services
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Search Engine Optimization
Pay-Per-Click
Landing Page Development
Affiliate Management
Analytics Consulting
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Retargeting/Remarketing
Media Buying
Local Listing & Local SEO
Social Media Consulting
Mobile Marketing
Parallel Path Clients
Business to Consumer
Business to Business
SEO Site Clinic
Web 2.0 - NYC
Agenda
Top Takeaways Overview
Example Site Review
Audience Site Review
Q&A
SEO Site Clinic
Why SEO?
Web 2.0 - NYC
Depending upon the vertical 70-90% of users click on Organic first
PPC, 30%
SEO, 70%
**comscore reports 92% organic vs 8% Paid
SEO Site Clinic
Web 2.0 - NYC
Give Keywords the Respect they Deserve
• Successful SEO Begins with a Sound Strategy
• SEO is Web Design/Development
• Leverage Tools Like Trends/Insights
SEO Site Clinic
Web 2.0 - NYC
=
Internal Assessment + Market Assessment + Competitive Assessment
What’s Working?
• Analytics/Webmaster Tools/CRM
• Brochures & Data Sheets
• SMEs & Engineers
• Focus Groups & Surveys
• Mine PPC – Search Query Reports
• Understand Buying Phrases
Know Your Competition
• Competitor Keywords
• Comparison Tools
• Intitle Competition
• External Link Audit
• Ranking Reports
KEYWORDS
Analyze Your Market
• Research Trends
• Industry Websites, Publications, & Directories
• Where Does Your Target Market
Go Online?
• Growing or Retracting?
SEO Site Clinic
Web 2.0 - NYC
Win with Video SEO
YouTube is 3rd Most Trafficked Site
• Video SEO is Much Less Competitive – Easier to Rank!
• Distribute Everywhere You Can - YouTube, Social Media Sites & Video Sharing Sites
• Create Stand Alone Page for Each Video
• Use Term “Video” in Your Optimization
• Optimize Video File & Meta Data Properties
• Use Video Sitemaps (RSS & MRSS) to Help Engines Find/Index
• Offer a Textual Transcript of Video Content
• Keep Files in One Video Directory
SEO Site Clinic
Web 2.0 - NYC
Sculpting, not just for Artists
• Pay Attention to PageRank Distribution
• Internal Linking Indicator of Page Importance
• Integrate Keywords into Link Text
SEO Site Clinic
Web 2.0 - NYC
Tread Lightly. Code Matters.
• Less Is More
• Code-to-Content Ratio
• Page Weight/File Size
• Embedded CSS, JS, Tables
• Parallelize Page Resources
• Minify & Compress Files/Images
SEO Site Clinic
Web 2.0 - NYC
Sample Site Review
SEO Site Clinic
Web 2.0 - NYC
Site Review - Yeticycles.com
SEO Site Clinic
Web 2.0 - NYC
Yeticycles.com - Keywords
Home Page Title Tag:
SEO Site Clinic
Web 2.0 - NYC
Yeticycles.com – Google Cache
SEO Site Clinic
Web 2.0 - NYC
Yeticycles.com – Links
SEO Site Clinic
Web 2.0 - NYC
Yeticycles.com – Links
Position
Site
Links
Domain Age
1
Trekbikes.com
169K
15 Years
2
Fisherbikes.com 49K
15 Years
3
Mongoose.com
37K
13 Years
N/A
Yeticycles.com
31K
15 Years
SEO Site Clinic
Web 2.0 - NYC
Yeticycles.com – Conclusion
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All Flash Site w/No Content
Ignored Basic SEO – Title/Meta
Compete Very Well in IBL’s and Domain Age
Missing Great Opportunity to Grow Traffic
SEO Site Clinic
Web 2.0 - NYC
Drum Roll…..
SEO Site Clinic
Web 2.0 - NYC
Site Review – CDW.com
SEO Site Clinic
Web 2.0 - NYC
CDW.com - Keywords
Home Page Title Tag:
Keyword
Rank
Pages Indexed
intitle Comp.
Rank
IT Services
Not in top 100
Competition
1,340,000,000
245,000
IT Products
Not in top 100
1,540,000,000
18,400
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Information Architecture
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Page Speed/Crawlability
Lots of Excess Code
• Embedded Scripting
• Tables
• Page Weight: 500kB
• Code-to-Content Ratio Is Poor
• Crawlability is Poor
• Heavy Code & Large File Size Hinders Crawling
SEO Site Clinic
Web 2.0 - NYC
CDW.com – URL’s
First Level
Second Level
Third Level
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Content > Duplicate Content
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Content > Keyword Density
IT Products
IT Services
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Content > Heading Tags
<h1> = 0
<h2> = 0
<h3> = 17
<h4> = 6
SEO Site Clinic
Web 2.0 - NYC
CDW.com – IP
73 Domains
sharing the same
IP Address
SEO Site Clinic
Web 2.0 - NYC
CDW.com – Links
• 193,589 external links
to this page
• 377 links on this page
SEO Site Clinic
Web 2.0 - NYC
The Verdict…..
Contact Information
Bryan Boettiger
+ Founding Partner/VP Operations
bryan@parallelpath.com
Jon Aron
+ SEO Account Executive
jon@parallelpath.com
QUESTIONS?
Interested in becoming a viaVerio Partner?
Visit our booth (#136) or www.viaverio.com.