SES Site Clinics

SES Site Clinics
Originally uploaded by JoeDuck

A good team including Dave Naylor, Greg Boser, Dani Horowitz —- on stage is evaluating some websites that have volunteered to be reviewed:

Hmm – not sure on the advice here but they are suggesting Lang avoid full URLs to make server handling more efficient, and avoid putting unrelated content at the site (use a different domain) to be more competitive in that specific niche. ie Generalizing can be helpful in some cases but make it harder to rank for very competitive terms.

s-l-o-w is a problem.

Greg: Narrow title tags to be more focused. Focus on a small number of key phrases or words you want to rank well for rather than several.

Dave: Does not like the navigation on home page – thinks it is weak and will possible get site downranked. Title tags suck all the way through. Cross linking is important. Cannot be excessive, but can be used e.g. to link blog and websites advantageously.

Debby and Greg: Tables are bad. Use CSS. Separate content from layout. Greg – improve titles. Debby – make title tags *backwards* from the breadcrumbs – ie from most specific to the generic. [e.g. diamond studded shock collars, dog collars, dogs]

Blog advice: One of the most powerful tools you have. Check templates. Avoid the template sponsor links at footers? Edit the post URL to exclude date.
Ranking well for Asthma products but no good conversions. Greg – avoid images for important terms – use words or layer image on top of text which is “awesome” according to Dave and Greg. Caveat – be careful overdoing this.

default.asp as home page – avoid multiple home pages.

Question to audience – how many companies use blogs with the site? (very few raise hands). Greg and Dave: Get a blog! Google ranks blogs over product pages. keep bots out of the https.

Greg – use subdomains but keep in mind search engines are sensitive to host name spam.