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Nylon Organic Search Traffic Opportunities (are huge. HumungoU $. Really Pretty Big .)

Nylon.com Organic Search Traffic Opportunities (are huge. HumungoU $. Really Pretty Big .). NYLON BRANDS. Clothing Brands: Nylon Shop. Competition: Jac Vanek. Competition: Jac Vanek. Competition: Jac Vanek. Google’s cache of Zumiez Jac Vanek page.

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Nylon Organic Search Traffic Opportunities (are huge. HumungoU $. Really Pretty Big .)

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  1. Nylon.com Organic Search Traffic Opportunities(are huge. HumungoU$. Really Pretty Big.)

  2. NYLON BRANDS

  3. Clothing Brands: Nylon Shop

  4. Competition: JacVanek

  5. Competition: JacVanek

  6. Competition: JacVanek Google’s cache of ZumiezJacVanek page Google’s cache of Nylon JacVanek page

  7. Competition: Buy Me Brunch

  8. Competition: Buy Me Brunch

  9. Competition: Buy Me Brunch

  10. Competition: Buy Me Brunch

  11. Competition: Links to subdomains

  12. Competition: Links to root domains

  13. NYLON ARCHITECTURE

  14. Shop Subtopic Opportunities Example: maxi dresses

  15. Shop Subtopic Opportunities Example: maxi dresses < All of nylon (any subdomain) < Shop.nylon.com subdomain

  16. Shop Subtopic Opportunities Actual impressions for maxi dresses

  17. Shop Subtopic Opportunities

  18. Shop Subtopic Opportunities

  19. Subtopic Opportunities Sample of 15 long hair queries

  20. Subtopic Opportunities

  21. Subtopic Opportunities. (huge)

  22. Organic Search Percentages

  23. Organic Search Percentages

  24. Organic Search Percentages

  25. Actual Nylon Organic Search Traffic

  26. SEO TODAY

  27. Search engines have two major functions: Crawling & building an index. We optimize technical site health for this. Providing the most relevant, popular search results. We build content that will be popular for this. How search engines work

  28. SEO TODAY

  29. CONFIGURATION Redirects Javascript/AJAX usage Parameter Injection Non-Canonical URLs Robots.txt XML Sitemaps Page Load Speed URL structure Special Characters in URLs Capitalization in URLs WWW vs. Non-WWW Trailing Slashes Pagination Sorting Error Pages Mobile configuration TITLES, DESCRIPTIONS & HEADINGS Missing Title Tags Duplicate Title Tags Non-Informative Title Tags Short Meta Descriptions Duplicate Meta Descriptions Headings on Site ON-PAGE Internal Linking Home Page Links Primary Navigation Footer Links Breadcrumbs Video Optimization Image ALT Attributes Image Dimensions Text Near Images/Captions Image File Sizes Image File Naming Image Hosting Creative Commons Licensing Schema.org Markup Internationalization Local Optimization CONTENT Unique vs. Syndicated Content Multiple Pages with the Same Topic SERP Display Tagging Issues User Generated Content (UGC) A few of the technical things that can affect any website’s ranking

  30. Consider some of these non-typical SEO tactics that can affect SEO: • Product features or enhancements • Building tools • On-site community • Content development strategy • Social media networking why? Search engines want to show sites in their results that peoplelike.

  31. The Popularity Factor SOCIAL POPULARITY LINK POPULARITY ON-SITE POPULARITY bit.ly/PopularityFactor

  32. WHAT POPULAR CONTENT CAN DO FOR SEO

  33. Airbnb’s most linked to content? 1) A PR stunt. Airbnb’s most linked-to content

  34. Airbnb’s most linked to content? 2) Neighborhoods. Airbnb’s most linked-to content

  35. Airbnb’s most linked to content? 3) Annual Report. Airbnb’s most linked-to content Launched

  36. Airbnb’s visibility in SERPs Neighborhoods Launched Annual Report Launched Sandy Piece Launched

  37. AskMen: A multi-channel Online Campaign with the right linking structure = rankings boost • The audience:Men • What gets them excited: Generally speaking, women. • The problem to solve: Generate more brand awareness, higher readership, ranking for hot women. • The approach: AskMen does a few big content pieces called Specials. This example, AskMen’s Top 99 Women is an annual piece that successfully generates a lot of awareness, involves the community, is naturally talked about, linked to, shared, and even anticipated, and is also actively promoted year-round.

  38. AskMen: A multi-channel Online Campaign with the right linking structure = rankings boost There is an individual page for each woman in the running, with a link back to her profile page on the site.

  39. AskMen: A multi-channel Online Campaign with the right linking structure = rankings boost The Special gets a *lot* of links and shares during promotion. Since the Special links back to the profile pages on the site it helps those profile pages rank in very competitive searches.

  40. INTERNAL SEO TAKES: RESOURCES EFFORT TIME

  41. Product/Site Managers (product strategy) Marketing Managers (marketing integration) Biz Dev & PR (partnerships & links) Engineering/Web Developers (code) Designers (layout and function) Quality Assurance(check implementation) Business Intelligence/Analytics (results) Who and what affect SEO

  42. Technical Tweaks: Time to take effect: 1 day to several months How long effect lasts: if unbroken, forever Content Marketing: Time to take effect: few days to several months How long effect lasts: typically large, usually powerful spike during marketing buzz that levels off afterward. TIME

  43. WHAT NYLON NEEDS TO ACCOMPLISH

  44. What Nylon Needs to do • Technical cleanup (for indexing & context) • On-Site Content, Architecture & Cross-Linking (for content competitiveness) • Content Marketing (for offsite visibility and links)

  45. What Nylon Needs to do • Technical cleanup (Heavy in first 1-12 months) • On-Site Content, Architecture & Cross-Linking (Focus on this as technical implementations are underway) • Content Marketing (Focus on this once there’s a solid URL structure and sticky content)

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