Kristina Kledzik's Posts



Guide to Site Navigation for SEO

When SEOs talk about navigation, we tend to stick to the technical side of things: “Make sure that you have internal links to every page on your site.” “Don’t put too many navigation options on a page because you’ll have too many internal links.” “Load your drop down link content before JavaScript so that search engines can read it.”

Website creators have to put navigation together on their own, gathering bits and pieces from different articles around the web. So, I’ve put all the tidbits together, creating a guide to building site navigation that’s optimal for search engines (and visitors, too, never forget your visitors!).

Universal Navigation

When visitors come to your site, you want them to figure out how to navigate quickly. Most websites have a navigation strip at the top of every page that stays the same, with links to the major sections of the site. (Some sites like Amazon and Smashing Magazine have this on the left.) Distilled’s looks like this:

Continue reading >>

Why PPC Should Be a Part of Your Online Marketing Strategy

If you’re an SEO, it’s easy to discount the role of PPC in overall online marketing strategy. When most other types of online marketing succeed, they improve search engine optimization: content increases backlinks, usability increases conversion rate and makes our search traffic more profitable, and social media and email marketing both increase user engagement. But if PPC succeeds, you had to pay Google to send visitors to your site, which feels like an SEO failure.

After working for months to secure a top spot on a search engine results page and losing the click to the PPC team’s ad they wrote and targeted in under an hour, SEOs can feel like the straight-laced athletes losing the race to the herculean competitor that we know is doping. “They might be winning now,” we think jealously, “but SEO is long term. SEO will win in the end.”

And that’s true, to an extent. SEO is long term: you’re never going to get immediate results. With PPC, you absolutely can. But that’s what makes them great together: they have opposing strengths and can fill in for each other.

Continue reading >>

SEO for University Websites

online education

Search engine optimization isn’t a priority for most nonprofit universities, but it will be soon. Demand for education is rising while public funding is decreasing, and online courses are significantly cheaper than courses taught on campus. As students start to study online, they’re going to start searching for their schools online as well, and SEO will be an important part of marketing.

If you’re responsible for the SEO for a university, there’s a good chance your job title isn’t officially “SEO”—it’s probably Webmaster or Program Coordinator or Professor. Kudos to you for realizing that your school’s website needs some TLC! But it’s tough to keep up with the constantly changing trends in SEO if you aren’t “in it” 8 hours a day.

Continue reading >>

newer posts >