Quick Tips from the Queen of SEO, Nadia King
Many companies come to us with experiences, good and bad, at other SEO shops. So, I decided to give one of those companies some quick feedback on their existing SEO efforts, and how I would recommend improving those efforts.
The website: is focused on lead generation for a software company who specializes in large equipment rentals (party, construction, etc).
The quick tips:
1. Organize keyword optimization on the site.
- Currently some pages have identical keywords in the title tags. This is confusing to the search engines and causes a site to compete against itself. Think of this like telling a really long story to your friends (which I am often guilty of)–they probably don’t get it, so cut to the chase and be descriptive!
- Example: Page 1 (http://www.companyurl.com/…/AdvancedAlertOptions/PartyEvent/150/Default.aspx) and Page 2 (http://www.companyurl.com/…/Industries/PartyEvent/tabid/79/Default.aspx) have the same title tag, “Party Rental Software, Party Rental Inventory Software”
- Recommended change: Every page should target up to 3 keywords that are not optimized elsewhere on the site. Determine which page, Page 1 or Page 2, is best to target for “Party Rental Software” and “Party Rental Inventory” and remove the keyword from the alternate page.
2. Build deep links to the site, not just links to the homepage.
- Currently there are about 50 links to the homepage but 0 links to this “Heavy Equipment System Overview” page: http://www.companyurl.com/Industries/HeavyEquipment/tabid/78/Default.aspx
- If links are built to this page specifically, it will increase its value in the search engines, and likely increase the rankings and number of visitors to the site for the keywords “Heavy Equipment Rental Software” and “Heavy Equipment Management.”
- Recommended change: Build a link on this Storage Rental page and this Industrial Machinery Leasing page to the Heavy Equipment System Overview page, using the keywords “Heavy Equipment Rental Software” and “Heavy Equipment Management.”
3. Redirect all of the old pages of the website.
- Currently some of the old pages (likely old products) are still indexed in the search engines, but are no longer available to users. It is confusing to users if they land on a nonexistent page. Would you move to a new house and not forward your snail mail with the post office?
- Example: This page (http://www. _companyurl_.com/…/Implementation%20Process%205_files/themedata.thmx) is indexed in Yahoo! but gives a “cannot be found” error.
- Recommended change: Determine how many pages have these errors (if your site is registered with Google Webmaster Tools, Google will tell you pages that have errors on them), and use a 301 redirect to forward them to the appropriate new page (potentially redirect traffic to a general page in that category, or a related product page).
As usual, there are many things that can be tweaked on a website, or in the links to a site, that will improve the company’s search engine performance. The key is to balance all of the efforts with their potential value, and of course–measure the results!!
