panelist: bryan boettiger, co-founder and vp of operations – parallel path jon aron, seo account...
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Panelist:Bryan Boettiger, Co-Founder and VP of Operations – Parallel PathJon Aron, SEO Account Executive – Parallel Path
Moderator:Janine Soika, Channel Market Leader – Verio
SEO Site Clinic: Do your Websites Test Positive
for SEO?
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 customersContact 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
⅗Parallel 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
Business to Business
Parallel Path Clients Business to Consumer
✔Agenda
Top Takeaways OverviewExample Site ReviewAudience Site Review Q&A
SEO Site ClinicWeb 2.0 - NYC
Why SEO?
SEO Site ClinicWeb 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
!Give Keywords the Respect they Deserve
SEO Site ClinicWeb 2.0 - NYC
• Successful SEO Begins with a Sound Strategy• SEO is Web Design/Development
• Leverage Tools Like Trends/Insights
Internal Assessment + Market Assessment + Competitive Assessment
SEO Site ClinicWeb 2.0 - NYC
=KEYWORDS
What’s Working?• Analytics/Webmaster Tools/CRM• Brochures & Data Sheets• SMEs & Engineers• Focus Groups & Surveys• Mine PPC – Search Query Reports• Understand Buying Phrases
Analyze Your Market• Research Trends• Industry Websites, Publications, & Directories• Where Does Your Target Market Go Online?• Growing or Retracting?
Know Your Competition• Competitor Keywords• Comparison Tools• Intitle Competition• External Link Audit• Ranking Reports
SEO Site ClinicWeb 2.0 - NYC
Win with Video SEO
• 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
YouTube is 3rd Most Trafficked Site
SEO Site ClinicWeb 2.0 - NYC
“ ”Sculpting, not just for Artists
• Pay Attention to PageRank Distribution • Internal Linking Indicator of Page Importance
• Integrate Keywords into Link Text
Tread Lightly. Code Matters.
SEO Site ClinicWeb 2.0 - NYC
• Less Is More• Code-to-Content Ratio• Page Weight/File Size
• Embedded CSS, JS, Tables• Parallelize Page Resources
• Minify & Compress Files/Images
Sample Site Review
SEO Site ClinicWeb 2.0 - NYC
Site Review - Yeticycles.com
SEO Site ClinicWeb 2.0 - NYC
Yeticycles.com - Keywords
SEO Site ClinicWeb 2.0 - NYC
Home Page Title Tag:
Yeticycles.com – Google Cache
SEO Site ClinicWeb 2.0 - NYC
Yeticycles.com – Links
SEO Site ClinicWeb 2.0 - NYC
Yeticycles.com – Links
SEO Site ClinicWeb 2.0 - NYC
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
Yeticycles.com – Conclusion
SEO Site ClinicWeb 2.0 - NYC
• 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
Drum Roll…..
SEO Site ClinicWeb 2.0 - NYC
Site Review – CDW.com
SEO Site ClinicWeb 2.0 - NYC
CDW.com - Keywords
SEO Site ClinicWeb 2.0 - NYC
Home Page Title Tag:
Rank CompetitionKeyword Rank Pages Indexed intitle Comp.
IT Services Not in top 100 1,340,000,000 245,000
IT Products Not in top 100 1,540,000,000 18,400
CDW.com – Information Architecture
SEO Site ClinicWeb 2.0 - NYC
CDW.com – Page Speed/Crawlability
SEO Site ClinicWeb 2.0 - NYC
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
CDW.com – URL’s
SEO Site ClinicWeb 2.0 - NYC
First Level
Second Level
Third Level
CDW.com – Content > Duplicate Content
SEO Site ClinicWeb 2.0 - NYC
CDW.com – Content > Keyword Density
SEO Site ClinicWeb 2.0 - NYC
IT ServicesIT Products
CDW.com – Content > Heading Tags
SEO Site ClinicWeb 2.0 - NYC
<h3> = 17
<h4> = 6
<h1> = 0
<h2> = 0
CDW.com – IP
SEO Site ClinicWeb 2.0 - NYC
73 Domains sharing the sameIP Address
CDW.com – Links
SEO Site ClinicWeb 2.0 - NYC
• 193,589 external links to this page
• 377 links on this page
The Verdict…..
SEO Site ClinicWeb 2.0 - NYC
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.
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