SEO guide: Technical Audits

30 11 2010

Over the next few weeks I’m going to be doing a few posts on specific digital marketing topics. Today I’m going to cover Technical Audits.

Technical audits are usually the second step in any SEO plan, it comes after you’ve done your keyword analysis.

But before we start looking at how to use the keywords and keyphrases to build new content, you need to make sure Google and other search engines can actually access your site. There is no point in creating keyword-rich content if Google is unable to find your site, access your content and index all your pages. Below is a detailed list of activities for your technical audit.

Creation of sitemaps: html and xml for submission to Google/Yahoo etc

Robots.txt: Create this file so to give Googles crawler instructions on how to read your page.

Tag images: Google’s crawler can’t read images unless you use very specific and clear alt tags. Put your keywords to good use here.

URL structure: Your URL should include your keywords. Look at domain name/URL optimisation.

Navigation and links: Use keywords as links so Google can tell what the page is about, minimize external links as it can reduce your pagerank.

And that’s technical audits for you!

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Google tells how they read robots.txt

29 11 2010
  • Google is apparently publishing details on how they read robots.txt. More info as it comes.
  • Landing pages are very important to SEOs, and I’ve covered strategies on optimizing them before, but here’s a fresh perspective, “Having the right landing page is incredibly important in getting conversions. It’s one thing to get traffic, but if it doesn’t convert what’s the point?” Article here.
  • Marketing pilgrim has an article that basically takes well known traditional marketing and sales techniques, often used by big retail companies, and relates it back to internet marketing.
  • The life cycle of a website is covered here, personally this is something I want to work on, carrying a website from inception to completion.




Google goes to the movies

24 11 2010
  • Google is continuing to expand its empire, Claire Atkinson wrote “Sources said Google is eyeing the film rights to bolster its efforts to turn YouTube into a Web destination for longer form content, although Google may have to do battle with Netflix, which has also shown an interest in Miramax’s film library.” Read the rest of this entry »




Google has Cloud Connect and YouTube has Trueview

23 11 2010
  • According to WebProNewsGoogle announced a new feature of Google Docs today, called Google Cloud Connect for Microsoft Office [which] lets Office users automatically sync and backup their documents with Google Docs, so they’re always accessible on the web and able to be shared with others.” I had heard about this feature before but now I can see that it could have a pretty huge impact on corporate structure, working remotely is already on the rise with all the communications technology available to us. If Google Cloud Connect goes mainstream it could have a real impact on the way we do business.
  • YouTube is going to give their users the ability to skip advertisements. They call it TrueView, and according to AdAge, it’s going to launch very soon. TrueView has a number of options connected with it that change depending on whether you’re watching short-form or longer-form videos on YouTube. At the lowest level, viewers will be allowed to skip an ad. For longer material, YouTube is working with the concept of allowing the viewer to choose all ads up front or scattered throughout the program TV style. There’s also talk of offering the viewer a choice of ads which is something Hulu tried a few years ago. Not surprisingly Phil Farhi, a Google senior product manager told AdAge that the skippable concept was a “tough sell.” “Some advertisers had initial gut reaction of, ‘Wait, you’re gonna let users skip my ad?’.  But the thing that tips them over from that gut reaction is you’re not paying for those skipped ads, and it’s a system that allows you to reach that opted-in engaged audience at scale.”
  • This article from Mumbrella

 

And that’s it for today, very quiet on the digital marketing front.





Facebook surpasses Google

22 11 2010
  • In March Hitwise reported that the market share of visits to Facebook.com surpassed Google.com. Facebook has grown 60% since this time last year and represents 1 in 10 of US Internet visits.

Sm WMS Facebook 11-13-2010.png Read the rest of this entry »





What would you do if you were the CEO of Google?

19 11 2010
  • What would you do if you were CEO of Google, is the question asked by Matt Cutts, a Google software engineer, “I’m specifically interested in Big Ideas. Things like data liberation or self-driving cars. Or what’s the one huge feature missing from a Google product? In essence, what are the big products, features, or ideas that you would like to see Google work on?” Read the rest of this entry »




Project Titan part 2

18 11 2010
  • Online media is still abuzz about Facebook’s Project Titan, something interesting I found was this new quote from Zuckerberg, “Email filters of the past ten or fifteen years have gotten very good at filtering out the real junk, so you don’t get a lot of Viagra email anymore, but you do get a lot of random emails from the services you subscribe to…different things that you connect to that you might not be that interested in hearing from,” Read the rest of this entry »