Staff Writer: Greta Frusha
Los Angeles marketing agencies optimize all of the time. They optimize content, websites, pages, forms, click paths, designs, strategies, links, etc. How does this now fit into a world of Pandas and Penguins? Does this change what Los Angeles marketing companies do as SEOs? What do all of these changes mean for SEO professionals?
The term optimization has become so common that it almost lacks meaning. Kristine Schachinger tells about a real world optimization experience she had. Schachinger had recently traveled to Seattle. She had several ways to go from the airport to the hotel, one being the Seattle Light Rail which was the least expensive. Schachinger decided that since taxis and hire cars were hiring for $40 or more, the Light Rail seemed the best way to go.
Before she even got past the train station exit, she was presented with an odd collection of choices. There was a Nordstrom’s, a Macy’s, and a Nordstrom’s Rack. Apparently Seattle was ready for her since they had “optimized” the path from the train door to the exit by placing three stores in her route.
She hadn’t even left the train station yet when she ran across those three stores, reminding her that when she left Las Vegas it was 105 degrees outside and in Seattle, it was 52 degrees. She remembered that she needed a jacket and decided she must get one. Schachinger is sure that many travelers found themselves headed to one of the three stores to get or replace items. She did spend more than what it would have cost to hire a taxi or car that would have taken her straight to the hotel, but believes that Seattle did a brilliant job of optimizing the light rail station.
Make sure that the design of a site doesn’t create a negative user interaction experience and watch for site quality issues. Design shouldn’t be in flash and isn’t good for SEO and mobile. Keep it simple, remember that 80 percent of user activity is above the fold so keep important items there. Keep it fast loading and remember that there are specific amounts of space a site can use.
Make code clean, fast, W3C compliant, accessible and mobile ready. Content should be 500 plus words per page. It should be scan able. Content should be clear and concise, original and unique. Key words should be a part of the natural language. Content should have simple sentence constructs.
Structure should contain canonical tags, breadcrumbs for listings with site links and topic focus. Pages should be specific, not general. Structure should have exception topic level pages, a clear site architecture, clear navigation, and schema tagging.
Links should be natural. Use diversification strategies with the links. Limit Keyword Rich Anchor Text to 20-30 percent or less. Vary the text. Watch the C Class, IP Blocks and Domains of links coming into your site for negative SEO. Finally be very careful, very very careful if using purchased links.
Traditional SEO isn’t enough anymore. Learn to optimize smart.