Having the code of your website fine-tuned from a technical perspective gives your customers a fast, error free and more enjoyable experience with your website which is often the first interaction point they have with your brand. It also earns you higher rankings in the search results!
Google rewards websites that follow their code suggestions and best practices, leading more potential customers towards your brand when they have a need for your product or service.
"Search Engine Optimization (SEO) has evolved drastically over the past couple years and the biggest opportunity to gain ground on your competitors is through modifying the code of your website to Google standards. Luckily, Google now provides hundreds of suggestions specifically for your website inside the Google Webmaster Central dashboard where you can see their suggestions and the progress SCI has made toward making your website compliant with them."
- John Buie, Online Marketing Specialist
The purpose of proper keyword research is to find the terms that end users are actually using in Google to search for the products you are marketing. SCI will use various sources of data to build these keyword lists including Google’s own keyword suggestion tools within Google Adwords keyword planner, Bing Adcenter database, Google Suggest, Moz Analytics and analyzing your top ranking competitors websites using Screaming Frog on-page keyword analysis software. At the end of this first step we will have a collection of short and long tail keywords that users are searching for to find each of the product categories on your site.
For the keyword "Lab Refrigeration" research would uncover these terms below that users type into Google to find specific refrigeration products: Under-counter, pass thru, explosion proof, blood bank, plasma, ultra low, vaccine, evidence, flammable, cryogenic, low temp, pharmacy, and enzyme. We would combine these keywords to the root term, making long tail search terms such as "vaccine storage refrigerator" or "explosion proof freezer". Once this list of keywords and long tail keyword combinations for each category is built we move onto the next step, optimizing the pages to rank for these terms.
Markup and Meta Tags
Once the keyword lists are built the next step is to complete the writing of the on-page markup that users and Google see on your website, as well as the meta information that only Google will see. When all of these are written with the correct keywords then you will be clearly identifying to Google the context of what is on that page, increasing your rankings for those terms in the Google search results.
The on-page markup written includes the Header 1 tag (H1) and the keyword rich page URL of the category. Meta data written include the page title, image alternate description, page description and meta keywords.
Aside from being important to your rankings the page title meta tag is also very important in increasing the click-through rate of your pages impressions in the Google search results into a visitor on your website. For example, if you search for “pass-through pharmacy refrigerator” and the title of the search result Google shows, regardless of its position in the rankings, has those same words in it then you will likely click it feeling confident they have what you are looking for.
GUI tabs are modeled after traditional card tabs inserted in paper files or card indexes (in keeping with the desktop metaphor).
Above I mentioned the keyword rich URL of each category page. This is one of the singular most important on page markup elements of your site. The outcome of this will be replacing the URL from a typical one such as this:
For the best outcome you should have the on-page markup and meta data all targeting the same keywords, this way you are sending a clear message to Google what this page is about and in turn what searches Google should rank it for.
So far we have just given Google text helping it to decide what the pages are about, in this next step we will help Google put this text into context by adding in microdata to the site. Google and the consortium of search engines came together four years ago and launched a new web standard schema.org for the purpose of giving a blueprint for web developers to follow that would help the search engines understand the context of the content on a website more deeply. markup and meta tags.
The elements of schema.org that are applicable to your site include manufacturer, model, price, packaging and stock. By placing the correct microdata tags on the product detail pages and feeds that contain this data we will increase the rankings site wide when someone searches for a product by name, such as a purchasing agent would. Example: Kimble 100-4567 Beaker.
In addition to this increasing your ranking for these search terms, it also allows Google to show much more information in the search results instead of just the 10 blue links it normally does. This microdata opens you up to gaining Google Knowledge Graph search result listings as explained in the next step.
Now that web developers should be telling Google more about the context of the content on its page using microdata, the search engine can tell you amazing things right inside the Google search results page.
Here is a real life example, if you wanted to see how well your local hockey team is doing type into your Google search box “what is the score of the coyotes game” and you see right on the search results page that they beat the Dallas Stars 2-1 yesterday along with their period breakdown and the time of their next game against the Sharks. Product listings are also part of this same knowledge graph. So when you search for an exact product name such as “corning 1000-50 Pyrex beaker” you will often see a product image and more details of the item in the search results. Even if these listings are not number one, they still take up more pixel space and draw the users eye towards them. Increasing your click through rate from search results to your website is the major benefit of being included in the knowledge graph.
Additionally, in the future if we wanted to utilize Google Adwords Pay Per Click campaigns then you would use this same feed to power Product Listing Ads (PLA’s) which can offer a very high ROI compared to the traditionally text based ads inside Google Adwords. This is all powered from the Google Shopping section of the Knowledge graph.
Automating social media outreach is an easy win as your website will be built with two key social media elements coded into the website which go far beyond putting a “follow us” link on your website.
SCI will make the integration of content posted on the blog section of your website seamless with your social profiles. This will be done with the coding of an XML feed from the latest blog posts in the format preferred by HootSuite, the free tool which will take these XML feeds and publish them as updates automatically to your social media profiles including LinkedIn, Google Plus, Facebook and Twitter.
We do not condone adopting the growing trend for B2B companies which is to add “like” buttons for the social networks on your product detail pages. No one would “like” a glass beaker or other instrument on your website enough to share it with their friends on their social media profiles.
There are two versions of sitemaps that will be built on your site, the plain HTML one will be the first. This HTML sitemap enables Google to crawl through your website to discover all pages that exist and index them so they will appear in Google search results. It also ensures the authority a top-level category has is trickled down to all of the sub-categories under it.
"Traditionally developers would just create one single sitemap for every page on the site, what we have found to be more effective is to group sections of the site together into common themes and only link to the other related pages in individual sitemaps for each section or theme. This keeps all of the contextually relevant links together; building a funnel of similar content that makes all of it rank higher in the Google search results."
- John Buie, Online Marketing Specialist
The second type of sitemap is an XML sitemap, which is a live feed from your database of product URLs and their parameters.
This feed is submitted to Google Webmaster Central so that each time a new product is added to your website it notifies Google to come index that page, giving it the opportunity to appear in the search rankings.
XML sitemap feeds are also used for site diagnostics inside Google Webmaster Central so that we can see if there is a particular area of your website that Google is having a difficult time indexing and ranking.
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Using custom SEO extensions for your site we will have coded it will automatically perform the basic on-page SEO when a new page is created, such as product or category being added. This code will create the H1, URL and page title based off the product or category name being added. This does not replace manual keyword research as described in the first step, but it is doing as much as automation can.
Google Analytics will be tightly integrated into the website right down to individual sales leads generated from each marketing effort.
With this configured you will be able to track the ROI on all web sales generated directly as a result of any marketing outreach such as email campaigns to new or existing users or paid search ads. You will also be able to quantify SEO efforts by viewing the “non-paid search traffic” advanced segment within GA and the sales generated from it.
Each link on the site will have a variable encoded on it so that advance reports inside Google Analytics such as the in-page analytics report will display properly. This will then show you what section of the page people are clicking on, in a nice graphical report. So if you wanted to know which selection tool or menus people were using to navigate the site or find featured products, this report will show you that.
Speed is a very important factor that we pay close attention to when programming changes to your website. It not only effects the users engagement with the website, but Google has also stated that site speed is a ranking factor in their search algorithms. The faster your website is, the higher it will rank and the more users will stay engaged with your site and ultimately convert to sales or leads.