A properly structured foundation allows us to display the content to a user visually and supply the bots a format they are expecting. Because search engine bots strip all styles when indexing a page it gives us the opportunity to structure a path that targets our users and leads them to the end goal, no matter where they are in the funnel.
The objective is to start with a strong foundation with the end goal in mind. Technical site structure signals the search engines of who we are, what we do and who our target is, not leaving it up to a bot to decide. We know the page structure is key to guiding the user through our funnel, but, we still must drive new and returning users to the sites, so we have to please the search engines to obtain and maintain rankings for our target keywords.
We achieve this by providing clean, lightweight, semantic code with fast mobile load times and easy crawlability.
With a technically sound foundation in place we can organize our current content into search engine friendly sections while keeping a unified scheme. Starting with a solid SEO based structure gives us the option to create sections or "micro sites" that focus on different niches.
Because future plans include exploiting new markets, converting these niches will require specific pages with features and functions that separate us from the competition. The newly found opportunities often do not look and/or feel the same.
Together with keyword targeting and optimization this new freedom allows us to design specific keyword rich landing pages that target potential customers that our competitors have not yet discovered.
We deal with multiple search engines that want/require different bits of content served to them. Understanding and working with this premise we can cover the internet... the way we want to cover the internet. What does this mean? We focus where we allocate our resources.
We know that google shows results from google images when vehicles and products are searched. We also know that our vertical responds extremely well to imagery and we want to be in those results. One example of how we could be controlling our results is through instagram posts (investment) and ensuring they are indexed on google image search.
It is known that embedding Instagram images can cause issues with Google indexing but facebook uses indicators from Instagram and google has been indexing and using facebook comments for years.
These facts in hand we can set the required facebook metadata on our product pages, vehicle pages and home page, make sure there is not an embedded instagram feed, link to an indexable facebook page (company page) that includes a feed with our latest instagram posts.
The above example is just one of many. If the goal for any marketing position is ROI then we must be set up to give the investment the best possible opportunity.
Starting with a strong foundation focused on search engine traffic will ensure that each of the targeted search engine requirements are met including dynamically generated metadata.
Optimizing for search engine results is technical and content optimization. Once the basic foundation is set we build from it with content second to none. When that content is published we will need to make sure that it too is optimized for the user. The search engines rank content based on many factors but they agree on core items. These core items change depending on the type of content as well.
Example:
A successful high ranking page for a new product would include a name, a price, a spec list, manuals, and product reviews in that order on the page for a search engine, but in order to rank in the shopping feature we will need a properly tagged image and sale information. This is not the same technical or on page optimization as is required for a featured vehicle.
In both cases we would need to emphasize certain words by including in the headlines, making them bold or italic and making sure there is a list on the page. Again they would both have schema markup, but different variants of the markup.
A highly experienced SEO/SEM Specialist who has demonstrated the ability to build and lead diverse teams of Internet marketing professionals to new levels of success in the ever changing and fast-paced environment of search engine branding. Strong technical and business accomplishments with an impressive track record of more than 20 years of hands-on experience in SEO, paid search, project management, and marketing strategies. Proven ability to successfully analyze an organization's critical search marketing requirements, identify deficiencies and potential opportunities, and develop innovative and cost-effective solutions for enhancing competitiveness, increasing revenues, and improving customer service offerings.