In my experience, clients are often concerned about their site’s ranking, but they don’t know how to tell if their site is truly utilizing their website to its fullest capacity.

The fact is that one of the most important facets of search engine optimization isn’t the actual optimization but rather determining the current flaws in the website and considering practical and desirable goals. Perhaps even more important (and something you can start yourself, even if you aren’t a computer expert) is investigating to see if your site is in need of help (and it probably does).

Below are some of the initial steps I take when analyzing a website for a client. These are the questions you need to ask yourself. In future posts, I will discuss in more detail what exactly you want the answers to be and what you can do to get there.

On first look:

1)      Is the site text heavy?

2)      If there is a lot of text, are the keywords placed in the top and bottom of the document?

3)      Are there hidden keywords?

4)      Is the text dynamic?

5)      Is it all flash or images?

6)      Are the titles the same for each page?

7)      Are there even titles?

8)      In the titles, where is the company name placed?

9)      Is it among keywords?

10)   How many words are in the titles?

11)   Are there many links?

12)   Are they outbound? Internal?

13)   Are the links utilizing good anchor text or are they words that are not beneficial?

14)   What is the domain name?

15)   Does the domain name contain any keywords?

16)   Are there any bad redirects?

When looking at the source code/file structure:

1)      Are the images named descriptively?

2)      Do they use alt tags?

3)      Are there meta tags?

4)      Is the description tag filled out well?

5)      How many characters are in the description?

6)      Are the page links nofollow?

7)      What about a robots.txt?

8)      Is there a sitemap?

9)      Are there hidden divs?

10)   Is the site w3c compliant?

11)   Does it matter—is this messing up the site’s ranking?

12)   Is Google Analytics being used? Who’s monitoring the site’s status?

After heading over to Google:

1)      Where is the site placed for the most valuable keywords?

2)      What is the Alexa ranking?

3)      How about page rank? Yahoo… etc…

4)      What does Google Analytics think about the keyword use?

5)      What is the competition for the major keywords?

6)      What about location—are there better keywords for the business’ physical location?

7)      What are the inbound links like?

8)      What is being done to get more?

9)      Is Google Adwords being used?

10)   Does it have to be?

When considering the client (or your own business):

1)      If they had to choose ten keywords that would make them millionaires, are they practical?

2)      What kind of money/time (they’re same thing) do they have to put into search engine optimization?

3)      Is anyone on staff able to do content management/generation?

4)      Can they handle the task of learning about keywords?

5)      Who will research market trends, keywords, and client interest?

Lastly, after everything (that mentioned above and much, much more):

1)      What is the priority of each of the goals?

2)      Are they practical, and what do we do if not?

3)      What kind of return on investment are we looking for?

As you can see, it’s really not as simple as thinking about valuable keywords and color schemes. In fact, the major questions come lower on the list, which ask if the proposed methodologies are realistic and beneficial.

Don’t let this discourage you, though. SEO is a lot of work, but it is worth it, and the results do come. In fact, not all of the issues need to be resolved immediately—any progress can have dramatic results on your site ranking.

As a short anecdote, I have been working (as I mentioned before) with an established web-based company just north of Los Angeles (Santa Clarita—Valencia, California to be exact) for the last month or so. These questions were the first that I considered when beginning to take them on as a client. The answers have directed our work thus far, and they still help us keep on our goals. Proper analysis is invaluable from start to finish.

Good luck on your quest for first page rankings.

This week I have been counseling a business owner on some SEO practices. We are redesigning his site, and while it is still in the design stages, it is a few shades better already to say the least. While discussing with him the implications of site design, consumer awareness, general marketing, and web marketing, I took note of the biggest confusions that he had. Here are the discussions I had with him on each of those issues, which I think may be of huge benefit to you guys out there.

1)      Design, design, design: The fact is that if you get to the top of Google and you cover the page for your niche, you will make money. Still, don’t forget that the end user is your actual consumer, and if your site is terrible looking or un-useful, you are killing yourself. Imagine what those top spots on Google could mean to you if your users actually enjoyed your website—you would be visible and awesome (a great combo). Invest some time and energy into the design of your site, and you will see a huge increase in revenue.

2)      SEO, SEO, SEO: Maybe this should have gone as number one. Heck, read it along as 1a, but no matter what, let it sink in. If you are investing time and/or money into a website, make an effort to appease the search engine gods. A recent statistic I read was that less that 10% of all websites put any work into search engine optimization—that means that with a little will power, you can beat the competition (at least on realistic keywords… it might take a lot of willpower for the harder ones)!

3)      Consumer focus: the business owner discussed above has an online franchise company, and he therefore has different facets to his websites. He has aspects of the site for consumers, some for potential franchisees, some for current franchisees, and some for advertisers. We are working to separate them so as to keep the content pertinent to the reader. If you are careful, it is possible to have a site designed for many users, with each of them seeing only the content they want and need.

4)      K.I.S.S.: Keep it simple-ish. Simple is good; clutter is bad. Most users read the top and bottom of a page. I have spent quite a bit of time in my career explaining to clients that it is great to have loads of content. After all, it’s good for SEO and for the user, but don’t just throw it all on one page, and don’t throw it on multiple pages without some serious planning, either. A lot of information can be a burden as well as a blessing.

5)      Abide by web standards. Check out the information from the W3C (World Wide Web Consortium) at http://www.w3.org/. Live by the rules if you want users on different browsers to be able to access your content.

6)      On the same note as number 5, I must separate this point out, which I discuss with nearly every client. With the invention of WYSIWYG website design tools, many people who are creating websites probably shouldn’t. I don’t mean that with a tone which could stifle creativity, but make sure that the site is made for the end user, and don’t just trust your site designer. Check that it fits in a decently small browser window, make sure you don’t use crazy fonts, take advice from established and credible web designers, and you might just be able to do much of the work yourself. Again, though, don’t trust the WYSIWYG always really gives you “what you see.”

7)      Be social, but not too social: No matter what efforts you employ, don’t forget that you have a minion much stronger than yourself. If you have a decent size following, allow them to spread the word. Be careful with how you add social buttons to your web pages, however. Some “out of the box” buttons will leak out a lot of SEO juices by providing ungodly amounts of outbound link from your pages.

8)      Combine marketing efforts. There is no reason to stick to one marketing campaign or style. Cover more demographics and get a good return by analyzing multiple means. Often our marketing goals are to 1) manipulate interest and/or 2) enhance consumer awareness. Consumers are everywhere and not always reachable by one medium or another, so regard all marketing efforts as valuable if the ROI (return on investment) will be high.

There are loads more issues to discuss, but for now, take heed with these tidbits. I discuss these eight pointers approximately two to three times every day, so consider yourself a step above if you really implement them. In the future, I will discuss more tips.

One thing that you will hear my repeat over and over is the importance of a comprehensive marketing plan. There many levels to this, and like I mentioned in the last post, the first step is always consumer analysis. Many marketing consultants bundle this together with market research or “industry analysis,” but I prefer to single out the most important focus—consumer analysis. After consumer analysis, what’s next? In essence, the big question is, “So we know our consumers now—what they do, where they eat, how old they are, and the like, but how to do reach them?”

As you might suspect, finding answering this question is not a simple, “Do A, do B, and then do C, and I promise success.” Rather, this is a new tier of the marketing conceptualization. No matter the solution however, your market research, specific consumer analyses, and other marketing and advertising expenditures are for not if your product is not up to par. When discussing web marketing, your product, whether it is actually you company’s physical product or not, is the website. As such, here are some tips to help your company develop and implement an original, attractive site design.

1. Keep a consumer focus. Notice that the last few weeks, or perhaps months, have been dedicated to knowing your consumer. Now that you know what they like, make them happy to be treated to the look, feel, and functionality of your site.
2. Get inspired. Go through design catalogs, and see what you like. I often make use of inspiration I get by looking through architecture magazines, beauty products, interior design examples, and other web sites. If you take a gander below at one website for which I designed the layout, you may see hints of the classic Paul Mitchell shampoo bottle. I have appreciated that bottle since I was quite young, and I was able to make use of it on the home page of a client’s blog.
   
3. Abide by the rules; break some, but don’t feel like a vigilante—you might be sorry. There are times to break rule and times to fall in. When considering the aesthetic appeal of your website, go for the gold! Dream it, and make it. When it comes to conventions, however, remember that there are reasons that the W3C meets. You want your website to accessible through different browsers, in different resolutions, and for years to come. Make sure to go by their coding guidelines, or newer browsers and newer standards could leave you in the dust.

In summary, the issue is this: when developing a comprehensive web marketing strategy, remember that after putting in all the effort and funds it takes to get to the top Google listings for valuable keywords, the last thing you want is for your bounce rate (high rates indicate that visitors quickly leave your site—often due to disinterest) to be enormous. Remember, if your site is poorly designed, there is always a competitor’s listing below yours on Google, and if their site is designed better—and their bounce rate is low—well then site design is the difference between a good return on investment and a bad ROI.

Take some time to make your website representative of the great product or service your business should be famous for.

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