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 • • • • • Search Engine Optimization Pay-Per-Click Landing Page Development Affiliate Management Analytics Consulting • • • • • 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 • • • • 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.