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Onsite Local Search Optimization Best Practices презентация
Содержание
- 1. Onsite Local Search Optimization Best Practices
- 2. The Site http://www.logansquareautorepair.com
- 3. Technical Audit
- 4. NAP Information and Formatting
- 5. NAP Information and Formatting The Good Local
- 6. Domain Name, Site Hierarchy, & URL Optimization
- 7. Indexation / Duplicate Content / Redirects The
- 8. Faster page load times lead to increased
- 9. The Good Prioritized visible content Reduced server
- 10. Internal Site Links The Good Crawlable links
- 11. Robots.txt / Sitemap.xml The Good Robots.txt exists
- 12. Header Optimization The Good Title tag, meta
- 13. Mobile Experience http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly/photos
- 14. Mobile Experience http://mobiletest.me/
- 15. Mobile Experience http://mobiletest.me/ UGLY
- 16. Mobile Experience http://mobiletest.me/
- 17. Mobile Experience http://mobiletest.me/
- 18. Mobile Experience http://mobiletest.me/ Bad
- 19. Mobile Experience The Good Mobile experience exists
- 20. Microformatting
- 22. Microformatting: Schema Source: https://www.flickr.com/photos/danbri/5925660995/
- 23. Microformatting: Schema
- 24. Microformatting: Schema
- 25. The Good Markup for auto repair Markup
- 26. Creating Your Schema Markup http://schema-creator.org/
- 27. https://developers.google.com/structured-data/testing-tool/ Testing Your Schema Markup
- 28. Schema for SMBs Organization Person Postal Address
- 29. Microformatting: Facebook Open Graph
- 30. Microformatting: Facebook Open Graph UGLY
- 31. Microformatting: Facebook Open Graph
- 32. Microformatting: Facebook Open Graph
- 33. Using Twitter Cards allows webmasters to attach
- 34. Using Twitter Cards allows webmasters to attach
- 35. Microformatting: Twitter Cards
- 36. Microformatting: Twitter Cards Bad
- 37. Microformatting: Twitter Cards More Info https://dev.twitter.com/cards/overview http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388 http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
- 38. Microformatting: Twitter Cards
- 39. Onsite Content http://i1.kym-cdn.com/photos/images/facebook/000/856/103/d14.jpg
- 40. Media Types The Good Video from YouTube
- 41. Page Types The Good The right pages
- 42. Reviews The Good Lots of positive reviews
- 43. Call To Actions The Good Four solid
- 44. Thank You! Adam Dorfman adorfman@simpartners.com www.simpartners.com http://knowyourmeme.com/photos/856378-the-good-the-bad-and-the-ugly
The Site http://www.logansquareautorepair.com
Слайд 5NAP Information and Formatting
The Good
Local phone number (no 800#s!)
Crawlable phone and
address
Hours of operation included
Easy to find on the homepage
The Bad
Spread out and not collected together
The Ugly
Business name inside an image
Hours of operation included
Easy to find on the homepage
The Bad
Spread out and not collected together
The Ugly
Business name inside an image
More Info: http://www.bluecorona.com/faq/what-does-nap-stand-for-and-does-it-help-local-seo
Слайд 6Domain Name, Site Hierarchy, & URL Optimization
The Good
Domain name = Business
Name
Keyword rich domain name
Flat site hierarchy
“-” as word seperators
Logical sub-page names
The Bad
Inconsistent capitalization
More Information
http://www.localvisibilitysystem.com/2013/05/29/how-to-name-your-local-landing-pages/
https://yoast.com/site-structure-seo/
http://moz.com/blog/15-seo-best-practices-for-structuring-urls
Keyword rich domain name
Flat site hierarchy
“-” as word seperators
Logical sub-page names
The Bad
Inconsistent capitalization
More Information
http://www.localvisibilitysystem.com/2013/05/29/how-to-name-your-local-landing-pages/
https://yoast.com/site-structure-seo/
http://moz.com/blog/15-seo-best-practices-for-structuring-urls
Слайд 7Indexation / Duplicate Content / Redirects
The Good
Fully indexed
Minimal internal duplicate content
The
Bad
Some content sourced externally
No canonical tags
The Ugly
302 Redirects exist
More Information
http://moz.com/learn/seo/duplicate-content
http://moz.com/learn/seo/redirection
Some content sourced externally
No canonical tags
The Ugly
302 Redirects exist
More Information
http://moz.com/learn/seo/duplicate-content
http://moz.com/learn/seo/redirection
Слайд 8Faster page load times lead to increased engagement and conversions and
may improve organic ranking.
Page Speed
https://developers.google.com/speed/pagespeed/insights/
Слайд 9The Good
Prioritized visible content
Reduced server response time
Avoided redirects
The Bad
Not minifying JavaScript
Not
minifying CSS and HTML
The Ugly
Not compressing resources
Not leveraging browsing caching
The Ugly
Not compressing resources
Not leveraging browsing caching
Page Speed
Слайд 10Internal Site Links
The Good
Crawlable links with good anchor text exist within
primary navigation
The Bad
Few in body content
The Ugly
None in body content on homepage
More Info
http://moz.com/learn/seo/internal-link
http://blog.hubspot.com/blog/tabid/6307/bid/31388/How-to-Use-Internal-Linking-to-Improve-Your-Website-s-SEO.aspx
The Bad
Few in body content
The Ugly
None in body content on homepage
More Info
http://moz.com/learn/seo/internal-link
http://blog.hubspot.com/blog/tabid/6307/bid/31388/How-to-Use-Internal-Linking-to-Improve-Your-Website-s-SEO.aspx
Слайд 11Robots.txt / Sitemap.xml
The Good
Robots.txt exists and isn’t preventing indexing
Sitemap.xml file exists
The
Bad
Sitemap.xml is outdated and missing indexed URLs
More Info
http://www.rimmkaufman.com/blog/robots-txt-best-practices-for-seo/03072012/
http://googlewebmastercentral.blogspot.com/2014/10/best-practices-for-xml-sitemaps-rssatom.html
Sitemap.xml is outdated and missing indexed URLs
More Info
http://www.rimmkaufman.com/blog/robots-txt-best-practices-for-seo/03072012/
http://googlewebmastercentral.blogspot.com/2014/10/best-practices-for-xml-sitemaps-rssatom.html
Слайд 12Header Optimization
The Good
Title tag, meta descriptions exist
The Bad
Title/Metas Not unique from
one another
Internal page title tags not geo-specific
The Interesting
Call tracking overlay JS discovered (Gold Star!)
More Info
http://searchenginewatch.com/sew/how-to/2067564/how-to-use-html-meta-tags
Internal page title tags not geo-specific
The Interesting
Call tracking overlay JS discovered (Gold Star!)
More Info
http://searchenginewatch.com/sew/how-to/2067564/how-to-use-html-meta-tags
Слайд 19Mobile Experience
The Good
Mobile experience exists
Responsive design
The Bad
Mobile oriented calls to action
missing or hidden
Slow loading, unoptimized
More Info
http://www.entrepreneur.com/article/231832
https://developers.google.com/webmasters/mobile-sites/
Slow loading, unoptimized
More Info
http://www.entrepreneur.com/article/231832
https://developers.google.com/webmasters/mobile-sites/
Слайд 25The Good
Markup for auto repair
Markup for offer
The Bad
Review aggregate markup incomplete
The Ugly
No schema around the NAP
No schema around the hours of operation
Schema Microdata
Слайд 28Schema for SMBs
Organization
Person
Postal Address
Business Type
Product
Coupons
Reviews
Breadcrumbs
Photos
Videos
Events
Map
http://www.searchenginejournal.com/how-to-use-schema-markup-for-local-seo/60245/
http://moz.com/ugc/getting-the-most-out-of-schemaorg-microformats
http://searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist-143708
Слайд 33Using Twitter Cards allows webmasters to attach photos and videos to
tweets in order to drive traffic and revenue to their sites
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
Microformatting: Twitter Cards
Слайд 34Using Twitter Cards allows webmasters to attach photos and videos to
tweets in order to drive traffic and revenue to their sites
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
Microformatting: Twitter Cards
UGLY
Слайд 37Microformatting: Twitter Cards
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/
Слайд 40Media Types
The Good
Video from YouTube channel embedded on homepage
The Bad
Video is
generic
No markup on video
The Ugly
No unique photos (all stock)
More Info
https://support.google.com/webmasters/answer/2413309?hl=en
http://www.wix.com/blog/2014/07/optimize-images-for-websites/
No markup on video
The Ugly
No unique photos (all stock)
More Info
https://support.google.com/webmasters/answer/2413309?hl=en
http://www.wix.com/blog/2014/07/optimize-images-for-websites/
Слайд 41Page Types
The Good
The right pages exist on the site
The Bad
Content is
generic and not unique
The Ugly
“Blog” page is from a Twitter feed for @cars4badcredit
More Info
http://www.localvisibilitysystem.com/2014/01/09/21-pages-a-small-local-business-site-needs-for-tip-top-local-visibility/
The Ugly
“Blog” page is from a Twitter feed for @cars4badcredit
More Info
http://www.localvisibilitysystem.com/2014/01/09/21-pages-a-small-local-business-site-needs-for-tip-top-local-visibility/
Слайд 42Reviews
The Good
Lots of positive reviews
Schema implemented properly
Controlling reputation in SERPs
The Bad
Filtered
and pulled without attribution or links from 3rd party sources
Слайд 43Call To Actions
The Good
Four solid call to actions exist (Coupons, Appt,
Directions, Phone)
Prominent call to actions on homepage
Coupons have near-future expiration dates
The Ugly
Call tracking number indexed by Google
More Info
http://searchengineland.com/10-simple-things-smb-websites-need-to-fix-before-seo-88585
Prominent call to actions on homepage
Coupons have near-future expiration dates
The Ugly
Call tracking number indexed by Google
More Info
http://searchengineland.com/10-simple-things-smb-websites-need-to-fix-before-seo-88585
Слайд 44Thank You!
Adam Dorfman
adorfman@simpartners.com
www.simpartners.com
http://knowyourmeme.com/photos/856378-the-good-the-bad-and-the-ugly
