22 S E O Review Points
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The document provides recommendations to improve the SEO and structure of the Adverted website. Key points include: centralizing product profile pages, using more generic product names, adding a "today's new" section, removing tracking attributes, adding popular search terms to pages, improving categorization and linking between pages, reducing link depth from homepage, and increasing unique content on pages through better product descriptions. The goal is to help search engines better understand and index the site content to increase traffic and rankings.
22 S E O Review Points
- 1. Review of Adverted and improvements for Adverted Overview: 1. Increase Inbound Links 2. IP/Server Location 3. Changing of Category Names 4. Centralization of Inbound Links to Product Profile Pages 5. More Generic Product Names 6. Today’s New Section 7. Tracking without Attributes 8. Adding Popular Searches to Pages 9. Linking to Related Categories and Sections 10. Link Depth from Homepage to Pages on Adverted 11. Further Categorization of Top Product Pages 12. Browse by Alphabet on Adverted Pages 13. Inbound Link Consistency to Product Profile Pages 14. Product Listings on the Homepage 15. Unique Content on the Pages 16. More Text on Pages to better the Text to Links Ratio 17. Linking to Related Sites within Adverted & External 18. Inbound Links to Supplier Homepages 19. Content Segregation on Supplier Homepages 20. External Links on Homepage 21. Homepage File Size 22. Supplier Listing on Top Product Pages
- 2. 1. Increase Inbound Links • Even if we duplicate Adverted’s website structure and flow we missing one key aspect which is inbound links. o Adverted: 23,180,242 inbound links / Adverted: 1,802,789 inbound links • Since anyone can simply copy the content and structure of Adverted or any website within a few minutes search engines have to put so much importance on inbound links. o A properly managed and executed Press Release program will ensure a steady increase of inbound links that increase rankings in Google for the entire Adverted website. Costing for this is manpower based, but ideally we’d have 1 person that creates and sends out a Press Release daily to the online news wires using a 3rd party reporter to be the writer. Price $1,500/month o Creating a link building team to have dedicated people focused on getting links to the Adverted pages and increase the number of inbound links in a controlled manner. Costing again for this would be manpower, while this can become very intensive and can span into blog and forum postings. A team of people from 2 to 3 people but these people can be based in China or India. Price for 3 People: $1,500/month o Making more use of our events and our partners like Adverted to spin news and generate interest from media and online sources. Things like partnering with Google and other entities within the industry can generate a lot of interest and traffic. This would be just more of a strategic business role and no exact costing associated to this process. o Purchasing of links from sources around the internet can allow for increase of traffic and exposure from these sources, but it also means that we could get an increase in rankings of the Adverted in the search engines. Since this is based on what you get the costing for this varies, but at an average rate of $30 per link per month. 100,000 links would cost 3 million a month
- 3. 2. IP/Server Location • Server/IP Location: - Using a United States based server ensures that Google and other search engines see the target market of Adverted as being the United States. - The Adverted IP for all its properties is Singapore, which means in the eyes of Google and other search engines it sees the target marketing being Singapore and Asia (for Yahoo). - Changing the IP would require moving servers to another country location, but as talked with Adverted the proposed move of the servers to Hong Kong might allow for us to get a United States IP even while the servers are in Hong Kong. This would be done thought our connection in Hong Kong with AT&T. - Getting an IP in a different country gives you better ranking within that country for the same terms. The search engines try to geo-target results based on many things, one being where the physical website is located. 3. Changing of Category Names • Category Names: (on-page) o Using terms that users search for and understand ensures traffic and exposure within search engines. Adverted’s category names on the homepage equal to 15,750 - 19,685 users a day in traffic based on Google volumes. o Currently the Adverted homepage has a maximum exposure rate of 10,953 - 13,691, which is around 5,000 less users a day then Adverted. Updating the category names to better reflect what users are looking for in search engines ensures better results in traffic and ranking under those terms. With the fact that our homepage is 2 times larger in file size/space then Adverted’s we should actually be seeing closer to 2 times more daily traffic then Adverted’s use of the same area. o Using keyword research from Adverted & Adverted we should apply SEO logic to each and every category name used on the website as to best drive traffic and understand of our website from the search engines. 4. Centralization of Inbound Links to Product Profile Pages • Inbound Links from Drill Down/Search Results: (off-page) o All inbound links tie into one centralized page for each of the products. This ensures that the search engines find and database the pages correctly.
- 4. o This also ensures that the depth of the websites is kept low so that spiders can easily access and index the pages within the suppliers website. o Adverted has created the same page under many different addresses, you can reach the same product details from the Adverted homepage drilldown, the Virtual homepage drilldown, and the supplier homepage drilldown. This means that all the pages of the site actually are promoting a different page, this means that search engines give little value to each and none have enough value to rank properly. Also means search engines penalize these pages for duplicate content. o Have pages links within the same website that are duplicates of other pages can decrease the value of the entire website with the use of spam type pages. 5. More Generic Product Names • Product Names: (on-page) o Use of generic product names for each of the product links ensures that these pages will be found when being searched for those products as well as other variations off the product names. o Using generic + specific terms is useful in getting ranking for one page under multiple terms, like generic + Adverted, generic + Adverted, and generic + Adverted. o The Adverted naming of the exact same products from the exact same supplier causes a loss of over 600 visitors a day, and this was just using 15 products from the suppliers website. o Need to implement a naming process to that the product names have proper names and proper inbound text links to ensure exposure within the search engines. 6. Today’s New Section • Today’s New: (on-page) o Gives search engines an easy way to find the new products, manufacturers and other aspects updated on the website. o Ensures that links off the homepage are constantly linking to fresh and maintained information. o Something incredibly useful for spiders to be able to within 3 links find everything updated/new on the website. This will ensure that new
- 5. suppliers and new product profiles uploaded would be quickly indexed by the search engines. o This also means that the content connected to the website will dynamically grow and change daily. Giving more reason for spiders to return to the homepage and index the pages contained within and links from. 7. Tracking without Attributes • JavaScript Click Tracking: (on-page) o Allows the search engine to index all the links and content properly while still allowing tracking of the page clicks and usage by the users. o Google publicly outlines 4 technical guidelines for website owners, one of those 4 guidelines is “Allow search bots to crawl your sites without session IDs or arguments that track their path through the site.” and with our usage of arguments attached to our pages we clearly violate one of there standards. o Not only do we violate this standard 30% of the links on our homepage do nothing to help our SEO effort and in fact do the exact opposite. o We need to introduce proper page click tracking either using onclick actions as Adverted does or implementing other widely available applications that produce the same results without affecting SEO results. 8. Adding Popular Searches to Pages • Popular Searches: (on-page) o Dynamically changes the content of the homepage which shows the search engines that your website is constantly updated and relevant. o Allows search engines a way to quickly identify the most important products and words used by buyers. o The search engines see’s more pages related to the website and more ways to classify the websites content. Adverted has an extra 200,000 pages of information in Google thanks to its use of Popular Searches function. o Highly recommend Adverted implementing a similar system. This will allow the website to grow naturally and automatically based on our users and trends in the market place. o Not only can we capture this data and link to it within our website we can push this data to Google via the Google Sitemap program. o Categorization and understanding of destination of the searches is required, possible to put these terms within the Top Products section as this would eliminate duplicate content and at the same time further expand that section dynamically.
- 6. o Business rules can be set in place just as for the categorization of the current Top Products to ensure that any of the search terms captured meet the quality and direction that we want for Adverted. 9. Linking to Related Categories and Sections • Related Categories: (on-page) o Links to multiple (1-10) Buying categories. This ensures that spiders find and index content located across the website. o It also helps the spiders especially Google understand the content contained on the page, based on the types of links and content on the linked pages. o The Adverted TP pages link into the related L4 categories for the product. But due to the fact that our categories are more narrow there is little options to link to and to help search engine understand the content. o The problem in the naming of the categories are again demonstrated here. In the Plasma TV example, the Adverted TP has 2 categories tied to it, the potential daily traffic according to Google to these pages is 0, where the categories tied to these pages from Adverted have a daily traffic potential of 4,878. 10. Link Depth from Homepage to Pages on Adverted • Link Depth: - Every product in the Hot Product section is fully accessible with 3 clicks from the homepage. Most spiders go 3 links deep when doing a indexing of a website, so this helps ensure that all the pages are spidered. - For the spider to access all the TP pages at Adverted they need to up to 5 links deep. - Over 80% of the content is 4 links deep, with only a select very few products reachable within 3 clicks from the homepage. 11. Further Categorization of Top Product Pages • Categorization: (off-page) o All the links/products within Hot Products are separated into 42 different categories and only one page of products/links is shown for each category.
- 7. This means that the spiders can access all the links in each of the sections without needing to spider further with the categories o Adverted TP products are divided into 24 categories, this makes it harder for search engines to index all the links within and even harder to understand the relationship between links in the categories. o Expanding the categories out so that not only can we ensure that each category is only one page deep but also that each category has clearly defined products within. o Review and removal of keywords/phrases that are not being searched for and replaced with words that have potential to bring in traffic will further help this categorization and page depth. 12. Browse by Alphabet on all Top Product Pages & Other Adverted Pages • Browse by Alphabet: - Giving the spiders another way to index the content and giving further inbound links to these pages, helps them rank under the generic terms they are targeting. - Inbound links are very important, adding this simple categorization method instantly increases the number of inbound links. This is something that should be implemented in Adverted for all sections of the website. 13. Inbound Link Consistency to Product Profile Pages • Inbound Link Product Name Consistency: - All the product name links are kept the same, which is the most generic version of the product. No other variables are added to any of the inbound links. - Ensures that search engines database the focus of the page and that they are not diluted by other terms. This helps them rank under the generic terms and gives the product page chance to rank under the generic + specific terms. - As mentioned before Adverted doesn’t have constancy on the inbound links. It changes the names of the products listed on the suppliers homepage.
- 8. - It also has listing/links to the same products under the Adverted domain as well as the Virtual sub-domain. This Adverted a single product page and is why the product pages often are not even found within Google, rather Google shows the Adverted version. 14. Product Listings on the Homepage • Product Listings: (on-page) o Adverted has 6 products are listed using generic keywords pointed to the Product Profile page of the supplier website. This gives targeted inbound links to the suppliers website and gives deep inbound linking to the supplier web pages. Gives deeper spidering of the suppliers website to include more of the suppliers pages. o We list 20 products, which is better product variety, but the problem is in the Product Names used. This is on this example I selected the HP/TP page for Plasma TV. The 6 products listed on Adverted have the potential of 476 visitors a day from Google, where the 20 products listed on Adverted have the potential of 0 visitors a day from Google. o Renaming the product listings to better match what users a search for ensures that search engines rank and understand the content. Without using the proper terminology search engines have no way of understanding what the pages are about and have no way to rank them in the results. o Also since the Adverted links point the product links directly not on the supplier website we have duplicate content and unfocused content. The supplier website ends up competing directly with the main Adverted website for the same ranking. Changing this so that we focus only on one page will ensure higher rankings for these pages and at the same time ensure no duplication of content problems. 15. Unique Content on the Pages • Unique Content on Page: - Half of both the text and links on the page is unique to this page, which gives search engines unique content and structure to rank the pages with.
- 9. - Adverted also has half of the page unique content to this page, but unlike Adverted it repeats the same text within the page considerably. Having the unique text is important but if we take away the duplication of text the actual truly unique text is around 25%. - Better use of space is needed, putting words and text that is truly unique on pages allow for better ranking and more ranking possibilities in search engines. 16. More Text on Pages to better the Text to Links Ratio • Text to Links Ratio: (on-page) o For every character in a link there are 2 characters in text. This is important to have actual content on the pages, as links are seen differently to search engines then text. o On Adverted for every character in text we have 2 characters in a link, this means that even with the large marketing copy on the right navigation and the long text footer note the majority of our page isn’t of actual information. o Content of a page is contained in text in the eyes of a search engine, since we have almost no content on this page it will not be able to properly rank and understand the pages. o Once we correct the product naming problem the current product names would become text descriptions underneath the titles/beside the images. This would increase the amount of text on the page compared to the amount of links. Ensuring that search engines understand this page as a content page. 17. Linking to Related Websites within Adverted Family & External • Related Links: (on-page) o Links to multiple (1-10) other pages of the website. These links go into other sections and categories not defined in the Buying or Hot Products categories but are related to this content. o Helps the spiders especially Google understand the content contained on the page, based on the types of links and content on the linked pages. o Gets internal content and important related content spider traffic and inbound links related to the subject of the page. o Adverted doesn’t make use of this fully, the only thing is a single related news link. On the Plasma TV example we had no links to the China Source Fair talking about the Plasma TV suppliers that where attending, we had no links to the Adverted page for Color TVs, and we had no other
- 10. logical linking to other section of the website or sister sites that related to this product. o Better cross linking between related sections and sites will ensure that spiders can index and understand the content properly. This will ensure higher ranking of the key pages related to the products in question. 18. Inbound Links to Supplier Homepages • Inbound Links: (off-page) o Nearly 2000 inbound links are pointed to the suppliers homepage from varies sections of Adverted. Ensuring that the spiders can find and index this website. o Having all these inbound links also ensures a higher Page Rank of these pages, the average Page Rank of the supplier homepages is 4. o Due to the structure of the Adverted website, currently there are 0 inbound links shown within the search engine for this supplier’s homepage. This would be due to the link depth required to index this page. o Keeping the list of 20 suppliers on the drill downs and TP pages to different suppliers will help ensure that inbound links are found and that these supplier websites are indexed and ranking highly. 19. Content Segregation on Supplier Homepages • Content Segregation: (on-page) o The homepage is kept relatively small in way of text and links. This is done so that search engines and clearly identify the pages focus and so that there is clear sections of the suppliers website. o The Adverted supplier page is a “one page wonder” it has multiple things within a single page. The search engines would not see any clear focus of the page. o Also the key aspect of the suppliers homepage the actual details written about the supplier a majority of this data is hidden from search engines. o Allow the suppliers information to be read by search engines and at the same time shorten the suppliers homepage be removing irrelevant information. 20. External Links on Homepage • External (including sub-domains) Links:
- 11. - Keeping a search spider on one websites is important for full spidering of that website. The homepage links to external websites (including sub- domains) should be kept low if possible. Adverted has a 2 to 1 ratio, in that for every 2 internal links they have 1 external link. - 35% of the external links (including sub-domains) are to supplier websites and are updated regularly. This gives deep linking and fresh content linked from the homepage regularly. Also gives supplier pages more importance within the search engine results. - Two issues here: - First issue is keeping the spider on the Adverted domain rather then pushing them into the vertical sub-domains. Currently at Adverted we have a 1 to 3 ratio, in that for every internal link we have 3 external links. Changing it so that all the vertical links would stay within the Adverted drill down will allow for centralized content and focus of the Adverted domain in the search engines. This would also help to eliminate the problem in promotion of duplicate content within the website. - Second issue is the deep linking of the Adverted website from the homepage. We could link better into L4 and even supplier pages from the homepage to get the spider to index and find content easier. This would also help in keeping our homepage and website content fresh and linked to fresh content so that it interests spiders to revisit more often. 21. Homepage File Size • Homepage Size: - The coding of the homepage is around 20kb, this helps the spiders read and index the content as the less data the spider has to render the better for it to understand the content and focus of the page. - Low file size also means that server loads will be kept low and spiders will not have any timeout and related problems that would cause no page to be available. - File size was always a major problem within Google for many years with the maximum size it would index being 100kb, this has since changed but still even Google spider will not index the entire webpage every time. - Currently the Adverted website is around 50kb in size. With this increase you figure that we’d make better use of the space, but in fact Adverted has over 240 product and services promoted, where Adverted has only 130 products and service promoted. - Spiders are given a lot more information to read with less data to use with the current Adverted structure. Clearer focus on products and services along with better source code structure would ensure smaller file sized while giving a more focused picture to the spiders.
- 12. 22. Supplier Listing on Top Product Pages • Supplier Listings: - 10 suppliers are listed using the suppliers company name. Gives inbound links to the suppliers websites. Allows for spidering of the suppliers websites and ties the product category terms to the suppliers website. - We list 20 supplier listings, but due to the fact we duplicate the same supplier on the Plasma TV example actually out of the 20 links only 6 of them are unique suppliers. So while we have a chance to get inbound links to 20 suppliers and further index more products we have taken 70% of the space to duplicate pages already indexed. - Controlling the first page of these listings so that it lists 20 unique suppliers will further help spiders index the pages and find more products on our website. It will also mean that more suppliers websites will be able to be found in Google when searching for the suppliers name and related products.