<< by on May 16th, 2011
This part of the seminar is dedicated to a live site review by a panel consisting of Tom Critchlow, Rand Fishkin, and Mat Clayton. First up, the panel will be reviewing the www.meridameridian.com. This website is primarily a B2B tool, and the company sells area rugs.
Goals of the site: Grow more business, cater to interior designers who would come to the website, like what they see, and generate conversion actions, mainly ordering samples or registering for the online quote system. Main keywords are consumer terms, which is not their target audience.
One problem is that this website does not get traffic from Google that is relevant to their goals. One way around this is to try LinkedinPro, and search for people that have the title of interior designer. Connect with the audience you’re after using other tools if Google is not producing targeted results.
Zemanta is a tool that one can use while writing a blog post, that will suggest other content as you write it. It will find related content and create links in the post to that content. This tool can be a great way to create white-hat links.
Followerwonk.com is a tool that will help users locate people of specific interest in order of highest number of followers. You can filter this search by region and find people specifically where you want to target, or where you are located.
The next website the panel will review is Leadingautorities.com. This organization is an event planning group. The webiste is the agent that would help someone reserve a specific person to speak at an event.
About.me does a great job creating simple profile pages. A page like this is something that would be great to drive traffic to. It allows many different places to go afterwards, and is clean and easy to use. These pages are also great to generate link authority. Video sitemaps can be very useful for increasing CTR for videos. The videos can be found, but the rich snippet may not be showing in the search results. When a video sitemap is deployed rankings 4,5,6 with sitemaps are getting more traffic than 1,2,3 without the snippets.
“Share the speaker” links, and links to social profiles, should be more pronounced. Easier for users to find individual buttons to those profiles instead of everything being hidden behind a “share the speaker” button. These profiles are becoming more and more important for link value, and can impact rankings.
Facebook would be a great way for this site to expand. Facebook comments has major influence now. The genius here is that if you’re logged into Facebook, you can comment right on the page through a widget. If you don’t uncheck the box, someone can leave a comment on the site, and that comment is posted also on that user’s Facebook wall. Additionally, if someone comments on that wall post, that comment gets posted on your page as well. Best-of-all, your site gets credit for that content, and these comments are all indexable.
Facemash is the box that says “your friends” like this. Shows the people that you know that like this and is personalized for each user. This can really increase conversion numbers because users can see directly what people they know have already engaged with this product or brand.
“In modern SEO, you have to look like you’re not trying to make content for SEO.”
People don’t go around liking things just for the fun of it, but the barrier to a like is very low. It can be very effective to provide some incentive to liking a page or brand, like a discount.
The next site is sunglasswarehouse.com. Sun glasses online retailer. Now, because of the panda update, low quality content somewhere on your site can bring down the rankings for the rest of the entire site. This website is currently ranking between 6 and 9 for “sunglasses.” One suggestion is to make sure you’re using the most up-to-date Facebook like button. The newest one shows your friends first. Social review plug-ins can be very powerful when trying to drive traffic and increase conversions to products. Make the reviews a larger part of the page if there is decent number of positive reviews for a product.
Places pages can be a great place to find links. See if you have something to offer these places, a free tool that could be offered to the place pages that are now out-ranking you.
The last site is costumesupercenter.com. They sell costumes, masks, and accessories. Panda penalizes poor format. The long descriptions and pop-ups. Logos and links are not unique content. When a page loads, to rank well, it must have equal parts unique content and non-unique content. If your page has nothing but logos, a ton of links (including navigation) and barely any content, the rankings are going to drop. Bloggers can be tagged in a popular photo and generate traffic. For example, when working on a new James Bond film, the team tagged tons of bloggers in a picture of James Bond, essentially tagging them, as James Bond. The bloggers went nuts and shared this content like crazy.