Findability: SEO Insight


Deciphering Your Website Grader Results

by: | November 16, 2011

Continuing in your website analysis, you can dramatically improve your business site’s optimization by adjusting the way your content is labeled, focusing on new linking strategies, and promoting your site on the social networks.

(This post finishes the evaluation of Hubspot’s Website Grader tool that I began in my previous post on evaluating your site’s SEO.)

Tagging Your Content

The next part of the Optimize section of the Hubspot Website Grader tool is a heading summary. This refers to the use of <h> tags within the HTML of your page. These tags change the appearance of the text on the page but may also help search engines understand your content better. An <h1> tag would indicate that it’s the most important heading on the page, while an <h2> would suggest that it’s the second most important.

Use keywords in your headings, but be sure to make them useful and relevant. Remember, you should focus on readers first.

The Image Summary examines the images (photos, illustrations, graphs, etc.) on your page. The important thing here is that your images have descriptive alt tags. Search engine spiders can’t ‘read’ photos, so they know what an image is by the words you use to describe it.

You should use keywords here, too. Again, though, don’t try to be deceptive and stuff your alt tags with irrelevant words just to get some advantage with the search engines.

Register Your Domain For Longer

Beyond the home page, the Website Grader looks at a few other interior pages, which is investigated in the section on Interior Page Analysis.

The tool also checks to see how long your site has been around and how much longer there is until the registration expires. Though it’s not universally agreed upon as being critically important, registering for a longer time is thought to be a positive factor with the search engines. (It might indicate that you’re a legitimate business that plans to be around for the long haul.)

The section labeled MOZ rank is SEOMoz’s version of Google’s PageRank. That’s a subject for a different post, so for now, let’s just keep going.

Keeping Up With Trends: Mobile, Social

If you read John Prinzo’s excellent post on linking strategies, then you know how important links are to the search engine algorithms. On the Grader report, Hubspot shows you how many links it found and displays some of them, so you can see how connected your site is to the rest of the Web.

Mobile Optimization is the next section. As Hubspot notes, “35 percent of American adults have a smartphone,” so it’s important that your site is optimized for those users, since they have different needs and issues. (Google recently released a new tool to help small businesses with mobile optimization.)

The final section I’m going to point out is the Promote section. This highlights the fact that SEO is more than just getting the technical details and links right. Promoting your business via Twitter or Facebook not only helps your optimization efforts, but it also can go a long way toward making your digital marketing efforts successful even beyond that.Marketing Zeus

Posted in: Analytics, B2C, Content, E-Commerce, Facebook, Findability: SEO Insight, Link Building, Mobile Advertising, Mobile Development, Optimization, Rich Media, Social Networks, Twitter, Video

About the Writer:

Rob Croll is Program Director for the Internet Marketing Bachelor and Master degrees at Full Sail University. He also owns a consulting firm that works with small businesses and nonprofits. Rob has been included on Social Media Marketing Magazine's list of Top 100 Marketing Professors on Twitter and has had numerous articles published both online and in print. He has a BS in Finance and an MFA in Media Design. Follow Rob on Twitter @rcroll.

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