Search Engine Optimization

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!

On Page "Technical" Search Engine Optimization (SEO)

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

Keyword Research

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 vyour site.

EXAMPLE:

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.

PRO TIP:

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.

Elements

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.

Click Through Rate

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).

URLS

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: http://www.website.com/Catalog/Group.aspx?GroupID=2144 to: http://www.website.com/lab-balances/analytical-balance

Microdata Formats

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.

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.

EXAMPLE:

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.

Knowledge Graph

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.

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.

EXAMPLE:

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.

Social Integration

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.

PRO TIP:

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.

Blog

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.

Authorship

The second social element integrated into the website are the tags that associate relationships between your content and it’s publisher as well the relationship with the author.

These tags are named rel-publisher and rel-author respectively. This links the content on the page of your site, to a real social profile of the author who wrote it from your team. This is utilized in the blog section of your site specifically. This relation establishes trust from Google and gains you higher rankings by strengthening the authority of your domain name.

HTML Sitemap

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

XML Sitemap

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.

Ready To Speak with an Expert?

Our Project Managers are available to discuss this technical information with you at anytime, breaking down into the impact it will have on your business and align it with your companies goals. Call us at 1-888-699-7245 or email info@sciglobalservices.com anytime! Hope to hear from you soon.

Automation

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.

Analytics

Google Analytics will be tightly integrated into the website right down to individual sales leads generated from each marketing effort.

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.

PRO TIP:

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.

Site Speed

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.

Off-Page “Link Building” Search Engine Optimization (SEO)

While Search Engine Optimization (SEO) has drastically evolved one aspect has always remained a strong factor in how Google decides where to position your website in the search results page in front of your potential new customers - links going to your website from other websites.

SCI will focus on building high quality links to your website from authoritative sites within your industry or targeted geographic location through manual outreach and advanced link opportunity discovery methods SCI has perfected over the years. Like many of the online marketing efforts, content marketing is closely integrated as your brand needs pages on your site worth linking to before you can earn them.

Content Repurposing

Marketing the content described in section 3 below to other relevant websites and influencers in the target application area with the goal of the content being re-published on their website with links pointing back to your website.

Author Rank

Building your Google “Author Rank” which in turn impacts the ranking of individual content on your website published by that author.

Engage In Conversations

Finding existing discussions on topics we have already written about in section C and engaging with those communities linking back to the post on your blog.

Find Influential Websites

Determining what influential websites such as Education and Government websites would link to, either content or tools, build those and perform outreach to the target websites we would like to link to it.

Competitor Link Building

Examining your competitors inbound link profiles looking for opportunities where we could also obtain links also identifying what strategies have worked for them and come up with new ideas around that.

Resource Lists

Once the blog section is established and has a couple months of strong posting history we will perform outreach to all relevant application and industry focused websites available suggesting they link to the blog category that is most topical to their audience.

Content Creation for Blog, E-Newsletter, and Repurposing

You have likely heard the saying “Content is King” and it applies on the web for both your customers perception of your brand and the rankings you earn from search engines sending new potential customers to your website as a result of this unique and fresh content.

Content produced by SCI can include Journalistic Industry News, Application Information, How-To Articles, Enhanced Product and Category Descriptions, Resource Lists, Interviews, Video Production, Data Visualization Infographics, FAQ’s and anything else that would establish your brand as a thought leader in your industry.

Journalistic News Articles

Using our internal awareness tool “Scited” we monitor social media networks, industry publications, user groups, conference websites and Google news for mentioned of keywords related to the audience or applications you are trying to reach with your long tail content. Once we identify an interesting story we look for other resources and discussions around it, then craft a 500-800 word un-biased report. Throughout each report we tie the story back to your product line by hyperlinking to product categories or other application specific landing pages or opt-in assets that you have available. These are done on a weekly basis and multiple articles would be created based on the various application focuses you are targeting. In some instances we combine multiple stories into one blog entry for the week. We are careful not to publish any negative news or that which is backed by your competitors.

Data Journalism and Visualization

When we come across unique data sets using “Scited” as mentioned above, instead of writing a simple editorial, we come up with creative ways to visualize the data that make it more digestible and visually appealing to your readership. Sometimes this turns into “infographic’s” which we then do an outreach campaign to influencers within the subject niche to post onto their blog or media site.

Keyword performs keyword research in this initial setup phase, but also each month, as you will see in the search terms and keywords discovery tasks listed in the monthly deliverables below.

Press Releases

The standard press release still has its place in online marketing, but the outreach for it must be done very intentionally. Unfortunately you will find the press release to be the corner stone to most SEO companies proposals, for us its just one minor component. As we monitor your brand we will also be on the lookout for items we can turn into a positive press release for your company.

Social Round Up

Again using “Scited” we will take 5-10 of the most interesting social media mentions of your target applications or demographics and put those together into 1 weekly blog entry. This would be a combination of Tweets, Facebook Updates, LinkedIn Comments and Google Plus posts. The posts will link back to the original posters profile, and we will also mirror this activity on your social media accounts, establishing a rapport with the influencers in social media. It’s easier for the user to read this one weekly blog post, then to monitor social media themselves looking for related info.

Resource List

As we are discovering new content we come across resources that your customers would be able to utilize and are likely currently not aware of. We will compile these into monthly top 5 lists and send out on a regular monthly schedule. Some of the resources covered in the list might have already been featured in editorial that month.

Category and Product Descriptions

Although these would not be included in many of the content re-purposing outputs, having unique content on your stores product detail pages and category descriptions is vital to obtain rankings for those pages. Our team will re-write product descriptions and category descriptions.

Tips and Tricks How-To Avoid It – Common mistakes, anon. horror stories we have heard Testimonials from customersFrequently asked questions to sales teamInterviews with customers and vendors

The content would originally be posted to your respective blog category or application landing page and then sent out in the corresponding e-newsletter for that category as summaries or wrap-ups linking back to the long form of the content. By writing content specifically for these audiences in targeted sections of the site, visitors and prospects profile themselves for you by choosing which content they read on the website, which e-newsletters they sign up for and where they submit information requests from. This also enables you to place product promotions and new releases inline with the content ensuring your visitors are always seeing the most relevant promotional offer.

Once we have built up a group of content pieces from the above lists in a specific application or demographic focus then we can start building opt-in assets such as e-Books, Webinars, Automated E-mail Sequences, Mobile Apps and more. These we will advertise on your website and other off site channels to further build your in-house list of potential customers.

Website Maintenance

Maintaining the latest versions of Magento and related extensions, components and plugins is vital to the security of your website. SCI will ensure that these stay up to date and the proper modifications are made to your web hosting server configuration to maximize the security of each update.

Backups of your live website will be taken on a weekly basis. In addition to these backups being stored on your web server, they will also be stored on a 3rd party cloud storage service such as Drop box and locally on our network.

Monthly Website Maintenance Scope of Work

As we are discovering new content we come across resources that your customers would be able to utilize and are likely currently not aware of. We will compile these into monthly top 5 lists and send out on a regular monthly schedule. Some of the resources covered in the list might have already been featured in editorial that month.

  • Database maintenance and cleanup.
  • Security Scan for volnerabilities and malware.
  • Clearing un-necessary log files.
  • Optimizing any new images uploaded to site that were not previously.
  • Updating any extension or component to most recent compatible version.
  • Updating core CMS to most recent compatible version.
  • Testing all form submissions.
  • Maintaining spam prevention on web forms.
  • Backing up entire website in JPA file and submit to your cloud storage account for you to download keeping three instances of backup.
  • Checking for 404 error pages or broken links and correction of those.
  • Admin training assisting you in updating content of site or emergency technical support each month.
  • Emergency support in event of site downtime 24 hours per day, 7 days per week.

Ready To Speak with an Expert?

Our Project Managers are available to discuss this technical information with you at anytime, breaking down into the impact it will have on your business and align it with your companies goals.