There is a lot of talk about Search Engine Optimisation, or SEO, and its importance in the overall viability – even survival – of a web-based business. In my view it is absolutely crucial to any internet enterprise, because a well-executed SEO campaign addresses numerous potentially fatal issues.
SEO Case Study – BabyStuff
In a SEO recent project, we reviewed a PHP-based E-Commerce store called http://www.babystuff.co.nz/ which, oddly enough, sells a range of baby accessories etc. I say “oddly” because of the bizarre propensity for web site owners to choose Domain Names which offer no clues to the site’s purpose. That could of course be likened to cutting off one leg immediately prior to participating in a butt-kicking competition!
The site has a nice visual appeal, soft colours, good graphics – all in all, it was nicely designed and in keeping with its contents.
However, it does not matter how good it looks – its how it performs that counts! The old adage that “Form Follows Function” is particularly true of web sites. First, construct it to generate traffic! Then, and only then, think about making it pretty!
Site Shortcomings Assessed
However, on the downside, the site had;
- Deeply-nested Product Categories which placed actual product content very deep – 4, 5 or 6 levels down from the Home page!
- The site exhibited a serious lack of text content on all pages – Home, category, subcategory and product pages!
- Worse, it had generic Titles, Description and Keywords meta-tags!
- Worst of all, it had ZERO incoming links!
All of this conspires to render the pages to a level where they appear – at best – as poorly constructed doorway pages, and at worse as duplicated pages. Certainly, going to Google and searching for site:www.BabyStuff.co.nz delivered a string of identical results.
With no “identifiers” in key on-page and off page areas, any page that appeared in the search engine results would offer few clues to its actual content – meaning no “qualified traffic” from people who come to the site because it clearly offers exactly what they wanted.
Links Are Crucial
Lack of quality links is now the major issue in addressing search engine indexing and ranking shortcomings. Basically, if no one links to you, then the search engines – quite rightly – assess your site as not being worthy of inclusion in their index. Each “good” link is like a vote of confidence. In contrast, a “bad” link is virtually worthless.
Worse, the SE’s examine link titles and take note of the keywords – or lack thereof – and the keywords found there are what the search engines will “associate” your site with. In that respect, a title that consists of a business name devoid of specific keywords is of minimal value!
The best links are those from “trusted” sites. A common denominator of a trusted site is that it will be mature, classed as either a hub or an authority within its theme, and will have an above average page rank. Examples include The Open Directory, Yahoo Directory, government and educational sites, regional and local directories, and sites which are related to your theme such as your competitors or suppliers.
BabyStuff Links
To address the shortcomings here;
- We first examined the categories and products, and divided them into 5 main groups.
- This was followed by some keyword research to determine the exact keyword phrases searchers are using to find those products.
- Using that information, we wrote 5 sets of Titles and Descriptions containing a broad spread of high-use search phrases.
- We then selected a group of 500 web directories which had relevant categories, and submitted the site for inclusion in their indexes.
Because these directories are “human edited” they have higher trust value, and the links that are achieved contain specific keyword phrases in the link Titles. By submitting to precisely the right category, we achieve very high acceptance rates, usually above 70%. In the case of BabyStuff, we commenced 500+ submissions approx 10th November 2006, spread over a 4 week period. On Yahoo, the 1-Way Back Links have grown from 0 to 386 over a 4 month period. Google Page Rank has gone from PR0 to PR3. (See further details on Advanced Page Rank / Link Building)
Site Optimisation
As part of the implementation of our Intermediate SEO Package, we wrote up a list of recommended changes for 10 main pages, including Home page and primary categories. This included modifications to both on-page and off-page elements, writing new meta-tags, headings and 1st paragraphs. In addition we provided a range of recommendation for the site owner to continue on with, the goal being a progressive process of content expansion, particularly on pages devoid of relevant body text! (See further details on Intermediate SEO)
Like many small business operations, the site owner does a lot of the maintenance, and product additions etc. Small businesses have modest budgets, and we like to provide the necessary guidance and support to facilitate self-sufficiency where possible.
Search Engine Ranking Results
Google rankings are the key indicator of success! From zero, we’ve grown to 49 Top 30 listings on Google.co.nz! Across all the search engines surveyed, the site now has;
This has been achieved in a 4 month period, and is a strong testimony to the value of investing in Search Engine Optimisation. Those benefits will be sustained over the long term, and will deliver a demonstrable return on investment. Further SEO Case Studies
Yet Another Insightful SEO Article by;
Ben Kemp, aka The SEO Guy (Co. Ltd)
Web: http://www.comauth.co.nz/ – http://www.theseoguy.co.uk/ – http://www.theseoguy.us/
Email: SEO@TheSeoGuy.co.nz
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