SEO User Guide for the Å KODA importers - Å koda Auto

new.skoda.auto.com

SEO User Guide for the Å KODA importers - Å koda Auto

1 Introduction .........................................................................................................51.1 Introducing SEO ............................................................................................51.2 Relevancy in terms of SEO...........................................................................52 Text content recommendations....................................................................... 82.1 Page Titles ..................................................................................................... 82.2 Meta Description..........................................................................................122.3 Snippet Optimization..................................................................................152.3.1 Analyze your current snippet CTR..................................................................... 162.3.2 Optimize the low CTR snippets...........................................................................172.3.3 Additional Recommendations............................................................................182.4 Main Text Content ......................................................................................182.4.1 Using Word Forms and Synonyms .....................................................................212.4.2 Lateral Keywords .......................................................................................................212.4.3 Additional Recommendations..............................................................................213 URL addresses.................................................................................................... 223.1 Introduction................................................................................................. 223.2 Snippet.......................................................................................................... 223.3 Human Friendly URL.................................................................................. 233.4 Clear Structure............................................................................................ 233.5 URL as part of On-page optimization.................................................... 233.6 Consistency..................................................................................................243.7 Redirects.......................................................................................................243.8 Duplicates..................................................................................................... 253.8.1 The most common duplicate types in K2 CMS............................................253.8.2 How to identify duplicates................................................................................... 263.8.3 How to resolve duplicates .................................................................................. 293.8.4 How to configure a permanent redirect in K2............................................ 303.8.5 Summary of URL best practices..........................................................................314 Translations and Keyword Analysis............................................................... 325 Images.................................................................................................................. 336 Google Search Keyword Frequency Tool...................................................... 356.1 How to use data from Google Search Keyword Frequency Tool...... 366.2 Additional recommendations...................................................................367 References.......................................................................................................... 373


1 IntroductionThis document provides general procedures and recommendations for creatingwebsite content to achieve a positive impact on search engine performance.Hence it deals only with the content part of a website, which is managed bythe site’s editor.The document provides recommendations based on verified tactics for Googlesearch engine. However, these tactics are also valid for other search enginessuch as Bing, Yandex, and Baidu.1.1 Introducing SEOSEO (Search Engine Optimization) is a field of practice which aims to achievegood search engine positions for your website when relevant keywordsor phrases are entered and thus attract your potential customers to yourwebsite. These words (or phrases) are called keywords.SEO is based on a simple principle: The more people who are searching foryour products or services and visit your website, the higher your chance is offulfilling the goals of your business and improving knowledge of your brand.Factors which affect the resulting optimization can be divided into twomain groups:• Off-page factors…are factors that are located outside of the respective page or website butinfluence its search engine position. The most significant of these is theform, appearance, location and landing page of backlinks.• On-page factors…are factors that are directly related to the content or coding of the pageand its location within the website. These can be further divided intotechnical attributes and textual content, which should follow the followingrecommendations.1.2 Relevancy in terms of SEORelevant keywords or phrases are those used by your target audience.Each specific audience can use a different way to search online. Relevancyof keywords or phrases is determined by their impact on website goals. Somewebsites have a goal of getting more business, while some websites focus ongetting subscribers.5


Examples:• Visitor who is searching for “ŠKODA AUTO”The majority of traffic can be driven to your website from very generalbrand phrases. These people, however, represent very low conversion ratepotential – most of them probably won’t buy a new car. That does not meanthese phrases are not important for SEO. It is crucial to work with brandphrases and make sure that you occupy the first positions in search engineresults. Visitors driven to your website from the general brand phrases maybe interested in more information about the cars, and they can actuallymake a buying decision later.Search Results for the query “`SKODA AUTO”, United Kingdom only• Visitor who is searching for “ŠKODA New Octavia”This phrase can also drive a lot of visitors to your website. However, this isstill a general phrase. These people might be interested in making a buyingdecision, but they will most likely just look for general information aboutthe car, check out multimedia, the visualizer or the car configurator. Thiscan lead to a buying decision later though, and that’s why it’s crucial to alsofocus on these model phrases.Search Results for the query “SKODA New Octavia”, United Kingdom only6


• Visitor who is searching for “New Octavia test drive”.This phrase is business-driven. It brings only a small amount of traffic, butthe conversion rate potential is very high. These are already interested inbuying a new car. It is crucial to make sure you occupy the first positions insearch engines.Search Results for the query “New Octavia test drive”, United Kingdom only7


2 Text content recommendations• Page title - displayed in the browser‘s title line.• Meta Description - displayed in the search engine results if it’s defined inthe HTML element .• Main text content - No need to illustrate :)2.1 Page Titles8Each page of the website should have a unique title (HTML element ),which should contain the main key phrase for the respective page, if possible.The title should contain the name of the entire website at the beginning (oreven better at the end) and should be as short as possible so that the weightof the contained keywords is not reduced. The titles of website pages areusually used by search engines to generate the link text in the search results,and it has a relatively high weight in terms of result positions. It is thus veryimportant to pay sufficient attention to the titles.


For titles to be effective, they should:• Contain the keywords used in searchesBad example:Suggestion:• Make it sufficiently short so it is completely displayed in the searchresults (i.e. approximately 60-70 characters)Bad example:Suggestion:• Make it sufficiently convincing and relevant – a mere list of keywords isnot always ideallBad example:Suggestion:9


• Include the name of the website or brand (at the end)Bad exampleSuggestion:• Use the language of your country to tell what country you are fromBad example:Suggestion:• Make it unique for every page with no exceptionsAlways make sure that every page has its own unique page title thatis not being used on other pages. From the SEO point of view, if thereare pages with the same or very similar content, (the page title, metadescription or plain text) search engines reflect this very negatively and youmight lose your SERP. The reason is obvious – if there are duplicates, youare dividing your efforts.Let’s summarize all the mentioned points into one perfect example:10


The Page Title Autocomplete in K2 CMSIn the K2 environment, there is an autocomplete function for the pagetitles. Every page title of every K2 page is automatically completed to includethe “ŠKODA” brand phrase at the end of the page title. This function wasdeveloped to support the brand and help the importers to create user-friendlypage titles.The autocomplete function cannot be turned off.• The autocomplete pattern:[Page Title] – ŠKODAHow to change the Page Title in K2 CMS:1 – After you log into K2, open the page where you wish to change the pagetitle.2 – Select the edit icon on the ribbon to go to the edit mode of the givenpage.3 – In edit mode, find the Page Title webpart (located at the top) and click onthe Edit icon.4 – Insert new Page Title into the Edit line5 – Click on OK button.The K2 CMS Ribbon (Workspace)The K2 CMS Page Title Webpart11


2.2 Meta DescriptionThe meta description contains a short description of the page (HTMLelement . It is invisible to the commonuser, but search engines can read it and may display it on the search resultspage.The meta description should contain one or two natural sentences (no morethan approximately 150 characters) that effectively provide an overview ofthe page content and contain relevant keywords often used in searches.To find out what keywords are often used, it is advised to use the free tooldeveloped by Google (see chapter 6 Google Search Keyword Frequency Tool).If it is not possible to make the meta description unique for every page, it maybe better to skip it completely.For meta descriptions to be effective, they should:• Contain the keywords used in searchesBad example:Suggestion:• Be sufficiently convincing and relevant – a mere list of keywords is notalways idealBad example:Suggestion:12


• No more than 150 charactersBad example:Suggestion:• Important keywords or phrases used in the page title should also beincluded in the meta descriptionBad example:Suggestion: • Make it unique for every pageAlways make sure that every page has its own, unique meta descriptionthat is not being used on other pages. The reason is obvious – if there areduplicates, you are dividing your efforts.13


Why Meta Description?At first glance, it might appear that the meta description is not important.However, the fact is that a relevant, well-written meta description can help toget better search engine result positions (SERP). The search engines analyzethe click-thru-rate (CTR) of your search engine result (snippet). If yoursnippet receives more clicks compared to its impressions than the snippetsof other websites targeting the same keywords or phrases, the search enginecan change the SERP to give you better positions. On the other hand, it alsomeans that if your snippet is not attractive - if it receives low CTR - youmight lose your SERPHow to change the Meta Description in K2 CMS:1 – After you log into K2, open the page where you wish to change the metadescription.2 – Select the edit icon on the ribbon to go to the edit mode of the givenpage.3 – Select the Page section on the ribbon.4 – Click on the Škoda Page properties.5 – In the Škoda Page properties, find the meta description field.6 – Insert the meta description text into this field.7 – Click on OK button.The K2 CMS Ribbon (Workspace)The K2 CMS Škoda Page Properties14


2.3 Snippet OptimizationThe snippet is what you see in the search engine results. As you canunderstand from the illustration, the snippet is built from the page title,meta description and URL address of the given page. In terms of marketing,the snippet is your promotion campaign. If the snippet is not relevant andattractive to the target audience, your SEO efforts will fail.The following table shows that most of the major search engines use metadescriptions to build snippets.Search EngineGoogleBingYandexBaiduYahooSeznam.czMeta Description used to build the snippetYESYESNOYESYESYESYandex was the only search engine in our test that did not use metadescriptions to build snippets. In this case, if you wish to optimize the snippetyou should focus on the main text content rather than the meta description.Take into consideration that search engines will display text from the pagethat includes the keyword or phrase the user has searched for. Knowing this,you can easily achieve nice looking snippets, even for Yandex.15


2.3.1 Analyze your current snippet CTRIn order to access the CTR stats of your website, you have to use the GoogleWebmaster Tools available at https://www.google.com/webmasters/tools/ 1 .Once you have added the website and verified that you’re the owner (orworking on behalf of the owner), see the section Traffic – Search Queries toanalyze the snippet CTR.It is used as follows:1 – As you can see in the illustration below with data for skoda.co.uk, you candisplay data based on the top queries or top pages.2 – When working with top queries, at first you see the list of top keywordsor phrases people used to get to your website. After you click on the key-¬word or phrase, you get the list of all the pages that received traffic fromthe selected keyword or phrase. This way you can examine the CTR.3 – You can also work with top pages. First you see the list of pages thatreceived the most search traffic. After you click on the page, you get a listof all the keywords or phrases that delivered the traffic. This is anotherway to examine the CTR.When analyzing the data, focus on low CTR (below 5%) and very low CTR(below 1%). In other words, a snippet with a CTR of 5% is attractive enoughfor only every 20th person searching it, and a snippet with a CTR of 1% only forevery 100th person.1 Google Webmaster Tools support is provided by the ŠKODA AUTO HQ..16


When you are working with top queries or top pages, every time you get intothe detail you see only the overall CTR. However, it is very easy to calculatethe CTR of any specific phrase or page using this formula:CTR = (100/impressions)*clicksFor example, if you have 700,000 impressions and 60,000 clicks, the CTR is8,57%.Now, when you know how to calculate CTR for every detail, you can downloadthe tables with data into your computer and use Excel formulas to speed upthe work. In the end, you should know what keywords or phrases indicatevery low CTR.2.3.2 Optimize the low CTR snippetsNow you can begin to work with the list of low CTR phrases. Use Google Searchto see how the current snippet looks for the given phrase. Think about it interms of marketing – is this the way you can reach your audience? Imaginethat you actually want to buy a car, order a test drive, or just download abrochure: is the snippet you see attractive enough? Would you click on it andgo to the website?When optimizing, keep in mind our recommendations for how to buildeffective page titles, recommendations for meta descriptions, and thesummary of URL best practices17


When optimizing, always analyze the search engine results for the givenphrases you are interested in. Especially if you do not have the SERP you want,it is crucial to understand how other websites build their snippets. Is thereanything they have in common – for example the length of meta descriptionsor titles? If your SEO competitors actually do have something in common, youshould build your snippet in a different way. For example, if they have longpage titles and meta descriptions, just make yours as short as possible! Youcan gain more attractiveness and thus it can generate much better CTR.2.3.3 Additional RecommendationsUse calls to action (CTA) in meta description text. It has been proven manytimes before that CTA do have an impact on the CTR of snippets. What doesit actually mean? Instead of giving the visitor an option to decide, you directlycall for his or her action, for example “Order a test drive now!”, or “Downloadthe brochure!” instead of “You can order a test drive” and “Do you want todownload the brochure?”.Do not change the meta description often. It makes no sense. After everymajor change of a meta description, always wait at least 2 or 3 months in orderto get the new results.You can always do better. That’s why it’s effective to focus first on low or verylow CTR snippets and then continue with regular optimization.To build and test your snippet, you can use some of the available free toolssuch as:http://www.seomofo.com/snippet-optimizer.htmlhttp://www.tinkeredge.com/google-serp-snippet-tool.html2.4 Main Text ContentGeneral rules for writing good website text:• In the main page heading, use the most important and relevant keyphrase for the page.• Also use this phrase in the first paragraph of the text - ideally near itsbeginning.• The ideal keyword density is 2-5%, but it is not a crucial requirement. Usethe main key phrase several times in the text.• Use synonyms and grammatical alternatives of the main key phrase.18


• Use sub-headings, paragraphs, lists and tables to structure long sectionsof text.• Highlight important information (groups of words) in the text, for exampleby using bold font, or even better using (which have semanticmeaning). Do not use capital letters, punctuation, underlining, or colorsidentical to the color of links to highlight text.• Use terminology that is comprehensible for typical visitors to the website.Explain terms and acronyms that are not well known.• Avoid content duplicates – every page must have its own unique content.• Avoid hidden text – search engines are advanced enough to captureattempts to manipulate their ranking systems. Any such attempt might endup with a penalty, and in the worst case scenario, even by a drastic drop inall the gained SERP.For shorter pages, the density can be nearer to the 5% limit, while for longerpages it can be nearer to the 2% limit.However, the significance of keyword density is often overrated. It is moreimportant that keyword density corresponds to the subject of the documentand the keywords are in various forms and variants which may be searched.The preferred keyword variant should prevail and the occurrences should bespread evenly on the page.For phrases compromised of multiple words, it is important that the words ofthe phrase are close together (proximity) and in the correct order.Keyword density is closely related to the length of the text content. The ideallength of the main page text in terms of search engine optimization is between300 and 500 words. A longer text is not detrimental for search engines (it ismore of a mildly positive factor), but it can hamper clarity and comprehensibilityfor users. A text shorter than approximately 200 to 300 words with pagefactors is hard to optimize, especially if the document also contains extensivenavigation and supplemental text that overwhelms the relevance of the maincontent.The following tools can be used to determine keyword density:http://www.keyworddensity.com/http://developers.evrsoft.com/seotool/http://www.googlerankings.com/ultimate_seo_tool.phphttp://www.ranks.nl/tools/spider.htmlhttp://textalyser.net/http://www.linkvendor.com/seo-tools/keyword-density.htmlhttp://www.webconfs.com/keyword-density-checker.phphttp://www.webmaster-toolkit.com/keyword-analysis-tool.shtml19


As said earlier, the textual content of the page should contain a naturalamount of relevant keywords. The following table shows how to achieve this.The left column shows the original text, the right shows the new text with theadditional keywords „Škoda Leasing“, „car leasing“ and „Škoda Financing“.Original text of the pageModified text of the pageBuying a new Škoda is simple……with original ŠkoFIN financingWhether you choose leasing ora loan to finance your car, yourpayments will always be available.Conclude a contract directly at thedealership without any processingfees and you can drive away inyour new car. But don’t leaveanything up to chance. Concludeyour compulsory insurancetogether with collision insurance oradditional insurance together withyour leasing or loan aWgreement.You will gain multiple advantages:• Insurance included as a part ofyour monthly payments;• A discount on your insurancepayments;• Insurance is fixed for the entirefinancing period;• Negotiate the entire agendadirectly at the dealership.General financing termsDo not hesitate to contact yourauthorized Škoda dealer who willprepare a financing offer for yourŠkoda car tailored to your needs.Buying a new Škoda is simple……with original ŠkoFIN financingWhether you choose Škoda leasingor a loan to finance your car, yourpayments will always be available.Conclude a contract directly at thedealership without any processingfees and you can drive away in yournew car. But don’t leave anythingup to chance. When concludingyour car leasing or loan agreement,get your compulsory insurance andcollision insurance or additionalinsurance as well.You will gain car leasing andmultiple advantages:• Insurance included as a part ofyour monthly payments;• A discount on your insurancepayments;• Insurance is fixed for the entirefinancing period;• Negotiate the entire agendadirectly at the dealership.General financing termsDo not hesitate to contact yourauthorized Škoda dealer who willprepare a Škoda financing offer foryour car tailored to your needs20


2.4.1 Using Word Forms and SynonymsYour audience can search using various keywords and phrases. Frequentlyused keywords can be discovered using a traffic analysis (searches whichlead to a visit to the site) or a testing/standard campaign in the Google SearchKeyword Frequency Tool (see chapter 6 Google Search Keyword FrequencyTool). These tools also provide general information on the average searchfrequency, though this information is not 100% reliable.It is good to give preference to the most often-searched types of searches onthe site, but not to focus on them exclusively. The high variability of searchesshould be reflected in an interesting site text so that the site achieves goodresults for a maximum range of searches. All these reflections should berelevant, though – one group of similar keywords or phrases.2.4.2 Lateral KeywordsFor commercial websites, so-called lateral keywords can be applied besidesbusiness-relevant keywords. These are words searched by users who are notinterested in the website’s commercial offer at the moment but they maybe interested in the future, or they can help promote the site by linking toit, recommending it etc. Lateral keywords thus usually do not generate directsales, but they help promote the brand, the website and its link popularity.Examples of suitable lateral keywords for ŠKODA AUTO websites are phrasesabout photographs of car models (Octavia photos, Fabia photos), videos(Fabia video), applications (route planner, Europe route planner) as well as thecompany history and historical models (Škoda Favorit, Škoda 120).2.4.3 Additional RecommendationsCreate hyperlinks to other pages if it’s appropriate and relevant for thevisitors. This way you can decrease the bounce rate (a number of people wholeave the first page of a website they have entered). The bounce rate tells ifthe page is attractive and user-friendly to its visitors, and that’s why it canbe one of the indicators for search engines (especially Google). On the otherhand, if the people who entered your website using a search engine leaveimmediately (they don’t go to other pages), it can be a negative factor thatmight weaken your SEO efforts.21


3 URL addresses3.1 IntroductionURL addresses influence the SEO performance in various ways. To summarize,they are part of the snippet, and thus they can increase, but also decrease theCTR of a snippet, which might affect the SERP.A similar issue is how and if the people and search engines understand theURL addresses. If they do understand, it can help with indexation, and alsoviral sharing (because URL addresses are easier to remember), and thus againpossibly influence the SERP.Another important issue is that URL addresses might, of course, support theoverall on-page optimization if they are constructed well and include the mostimportant keyword or phrase.Other issues regarding the URL addresses mostly represent the identificationand elimination of technical mistakes and weaknesses that negatively affectthe SEO performance and thus have the potential to influence the SERP.3.2 SnippetAs mentioned in the introduction, URL addresses together with page titleand meta description create the snippet, and the snippet is what people seeabout your web page in the SERP while making a decision if they want toenter the web page or not. In the case of URL addresses, it is very importantto mention that they should contain the most important keyword or phrasethe given page is targeting in terms of SEO.Bad exampleSuggestion22


3.3 Human Friendly URLIt is advised to create URL addresses in a form that is easily readable by thepeople and provides them with information about the content of the givenpage. URL addresses should not use dynamic parameters. Use lower case only,not UPPER CASE. Use hyphen (-) for joining words. Don’t use punctuation.Ideally, URL addresses should be shorter rather than longer, and written in(or at least containing) the language of the given importer to ensure thatSEO efforts target the right audience in the right place (country). The bestURL addresses are those that simply make sense to the users and actuallydescribe the given page. As you can already see, the relevancy criterion isagain the primary focus.Bad examplehttp://www.skoda.ie/models?=fabia&page=exterior&1234http://www.skoda.ie/models?id=3545Suggestionhttp://www.skoda.ie/models/fabia/exterior3.4 Clear StructureThis topic is partially covered in the previous one (3.3 Human Friendly URL),because a clear structure can significantly help with the overall transparencyand readability to the visitors of the web. The most positive and welcomeaspect of clear structure is, however, associated with search engines – theylike the “order” and simplicity. A clear URL structure might help the enginesto better navigate throughout the web and better index the web - Thesearch engines will understand the web and they will have no problems withorientation.Bad examplehttp://www.skoda-auto.it/fabia-pricelistSuggestionhttp://www.skoda-auto.it/models/fabia/pricelist3.5 URL as part of On-page optimizationURL addresses are basically another on-page factor and they should be treatedthat way, within reason. It is advised to include the keyword or phrase into23


the URL address. The keyword or phrase must be relevant (to the content ofthe given page) to support overall SEO on-page performance of the web. Donot use too many keywords or phrases, just focus on the most importantones (the optimal amount is 1-3 keywords or phrases). The more keywords orphrases you include, the lower SEO effect it has, and the URL addresses mightbe not clear and readable for the visitors of the web.Bad examplehttp://www.skoda.co.uk/find-skoda-dealer-skoda-retailer-anotherkeyword-somethingSuggestionhttp://www.skoda.co.uk/find-skoda-dealerhttp://www.skoda.co.uk/find-skoda-retailer3.6 ConsistencyAs mentioned in the previous topic (3.5 URL as part of On-page optimization),URL addresses are part of the overall on-page optimization and gained SEOperformance. That means if SEO performance of the web is good, URLaddresses might be one of the reasons.However, if the URL address for the given page is changed, it might decreasethe SEO performance and influence the SERP of the given page. Thus, it isstrongly advised to keep the URL addresses consistent in all cases.If there is a justified need to change the URL address, a permanent redirect(301) must be configured from the original URL address to the new URLaddress. If the given page is targeting the same or very similar keywords andphrases, the permanent redirect will successfully pass the SEO power of theoriginal URL address to the new URL address. However, if the given page issuddenly targeting different keywords and phrases, the permanent redirect isnot the right solution – there is no relevancy anymore.3.7 RedirectsThis topic is quite common in the ŠKODA environment and redirecting requestsare being resolved on a regular basis. Due to this fact, it is crucial to mentionone more time that the only SEO-valid redirect is the permanent redirect(301). Only this type of redirect will pass the SEO power of the original URLaddress to the new one. Other existing redirecting techniques pass only a partof the SEO power of the original URL address or even no SEO power at all.24


3.8 DuplicatesThis topic is also quite common in the ŠKODA environment and it deservesa great deal of attention. Duplicates are two or more URL addresses withidentical content from the search engine point of view. Any duplicity is a verynegative factor that most certainly harms the SEO performance and alsoblocks any efforts to enhance the SEO performance and gain better SERP.Unfortunately, in the K2 CMS environment, it is not possible to design atechnical solution to eliminate all the possible duplicates and to prevent theircreation. That’s why the responsibility lies in the hands of the K2 editors andthe marketing managers, who must be educated about the issue to identifyit and resolve it on their own.Please carefully read the following list of the most common duplicate typesin the K2 CMS environment.3.8.1 The most common duplicate types in K2 CMSHomepagehttp://new.skoda-auto.com/fi-fi/http://new.skoda-auto.com/fi-fi/etusivuhttp://www.skoda.ie/Pages/home.aspxhttp://www.skoda.ie/homehttp://www.skoda.ie/http://www.skoda.co.uk/Pages/homepage.aspxhttp://www.skoda.co.uk/homepagehttp://www.skoda.co.uk/Sections and subsectionshttp://www.skoda-auto.pl/finansowanie/finansowaniehttp://www.skoda-auto.pl/finansowanie/http://www.skoda-auto.sk/sluzby/financovanie/financovaniewww.skoda-auto.sk/sluzby/financovanie/http://www.skoda.ch/beratung/beratunghttp://www.skoda.ch/beratungModel Pages (entrance)http://www.skoda.es/models/citigo/http://www.skoda.es/models/citigo/exteriorhttp://www.skoda-auto.it/models/Citigo/http://www.skoda-auto.it/models/Citigo/panoramica25


http://www.skoda-auto.pl/models/Citigo5-drzwiowy/http://www.skoda-auto.pl/models/Citigo5-drzwiowy/exteriorhttp://www.skoda.ie/models/new-octavia-combi/Pages/overview.aspxhttp://www.skoda.ie/models/new-octavia-combi/overviewhttp://www.skoda.es/models/fabia-/http://www.skoda.es/models/fabia-/Pages/default.aspxhttp://www.skoda.co.uk/models/new-octavia-hatch/vrshttp://www.skoda.co.uk/models/new-octavia-hatch/vrs/Pages/default.aspxModel Subpageshttp://www.skoda.ie/models/new-octavia-combi/Pages/exterior.aspxhttp://www.skoda.ie/models/new-octavia-combi/exteriorhttp://www.skoda.ie/models/Octavia/Pages/exterior.aspxhttp://www.skoda.ie/models/Octavia/exteriorhttp://www.skoda-auto.cz/models/Citigo5-tidverovakaroserie/Pages/exterior.aspxhttp://www.skoda-auto.cz/models/Citigo5-tidverovakaroserie/exteriorDealer Pageshttp://www.skoda.ie/dealers/Doran-Motorshttp://www.skoda.ie/dealers/Doran-Motors/Pages/Doran-Motors.aspxMini-appshttp://www.skoda.co.uk/mini-apps/Pages/cc.aspxhttp://www.skoda.co.uk/mini-apps/cchttp://www.skoda.co.uk/mini-apps/pages/cc.aspxhttp://www.skoda-auto.pl/Jazda-probna/Pages/Jazda-probna.aspxhttp://www.skoda-auto.pl/Jazda-probna/3.8.2 How to identify duplicatesUse the list of the most common duplicate types to verify if they exist onthe web. The list is not complete because as you can probably see, someof the duplicates are actually being created as the result of the K2 editors’work. While creating new pages in K2 or working with the web structure, payattention to this problem and make sure you prevent creation of duplicates.Another way to identify duplicates is to use Google Analytics data aboutthe web 2 . This option is not time-consuming. However, it is not completelyreliable; you will discover only those URL duplicates that were indicated fromthe traffic in the given time period you selected in the Google Analytics profile.262 Google Analytics support is provided by the ŠKODA AUTO HQ.


1 – Open the Google Analytics profile for the website you want to check2 – Go to the section Content and open the All Pages report, located underSite Content.3 – Click on the Advanced option located next to the search field.4 – Insert the part of the URL address you wish to check for duplicates intothe search field. Do not include the domain name (see example below).5 – Make sure the match option is set on Containing.6 – Click on the Apply button located under the search field.7 – You will get a list of matching URL addresses.Google Analytics, Content – Site Content – All PagesGoogle Analytics, Content – Site Content – All Pages (Search Field)ExampleTo help you build the correct and effective search query, here is an example ofhow to check for duplicates of the page http://www.skoda.ie/dealers/Doran-MotorsInsert /dealers/Doran-Motors into the search field.In the illustration below, you see the actual results for this exact search query.Google Analytics search field, identification of the duplicates containing“/dealers/Doran-Motors” in the URL address.27


Alternatively, for the mentioned example you could set the Match option ofthe search from Containing to Begins with and insert /dealers/Doran-Motorsinto the search field.In the illustration below, you see the actual results for this exact search query.Google Analytics search field, identification of the duplicates that begin with“/vdealers/Doran-Motors” in the URL address.Please remember that if you insert the whole URL address (includingdomain), you won’t get any results. You must always insert the part of theURL starting from the root of the server (“/”).Another way to identify duplicates is to use the sitemap.xml file thatindexes all the pages from the given site collection. In other words, if anyduplicates exist, they will be included in the sitemap.xml list. This option canbe time-consuming. However, it provides a complete list of the existing URLduplicates.The sitemap is located in the root of the server and is named according to itsconvention as sitemap.xml. For example, the sitemap.xml for Italy is located onthe URL address http://www.skoda-auto.it/sitemap.xml• Locate the sitemap of your web and open it. In some browsers, you canopen it without downloading the sitemap to your computer (for exampleFirefox).• Search for the URL you wish to check for duplicates using the search fieldof the browser.To speed up the work, it is advised to download the sitemap into thecomputer and work with Microsoft Excel. Following:281 – Open Microsoft Excel and simply drag and drop the icon of the sitemapfile. Alternatively, in Microsoft Excel, go to File – Open, locate the sitemapfile and click on it.2 – The popup window will display, asking how to open sitemap XML file.Select the option As an XML table and click on YES button.3 – The popup window will display the message about the creation of XML.Click on OK button.4 – The sitemap file is loaded and displayed in Microsoft Excel. It can take a


while.5 – Activate the search field by pressing CTRL+F.6 – Click on the Options>>> button.Select the Match Case option to search forduplicates using the matching part of the URL address. Insert it into theFind What line.7 – Click on Find All button to get the list of all the results. Alternatively, youcan use Find next button, which will jump into the nearest line matchingthe search query.Opening the Sitemap.xml file in Microsoft Excel.Microsoft Excel Search FieldMicrosoft Excel Search Field OptionsMicrosoft Excel Search Results3.8.3 How to resolve duplicatesThe best SEO-friendly way to resolve duplicates is to configure permanentredirects to point from the original URL to the new one. This can be done veryeasily in the K2 CMS by the editor. Before we discuss where and how in K2 toconfigure it, it is crucial to understand which URL addresses should be redirected.Our desire is to keep URL address variation alive with higher SEO power. Itmeans that other variations will be redirected to the one with the higher SEOpower.29


To find out which URL address of a given page indicates the higher SEOpower you can use one of the many free tools available online, such as:http://www.pagerankme.com/http://pagerankchecker.com/Once it is known what variation of the URL address of the given page withduplicates indicates the higher SEO power, we can configure the redirect in K2.3.8.4 How to configure a permanent redirect in K21 – After you log into K2, click on the Site Actions located on the ribbon.2 – Click on the option View All Site Content.3 – Locate the list called Redirects and open it.4 – In the Redirects list, click on Add new item.5 – Insert the URL address that indicates lower SEO power to the line Title.Do not include the domain in the URL address; insert only the part startingfrom the root of the webserver (“/”). For example: for the URL addressskoda-auto.cz/octavia insert only /octavia.6 – Insert the URL address that indicates higher SEO power to the line RedirectURL. This URL address is the one that will be alive. Lower SEO powerURL address will always point to this one.7 – Click on SAVE.K2 CMS View All Site ContentK2 CMS Redirects List30K2 CMS Ribbon, Site Actionsexpand ListK2 CMS Redirects – Add New Item


As you might know, besides the redirects list, there is also a mapping list youcan work with in the K2 CMS. The mapping list simply takes the content fromthe original URL address and makes it available on the new URL address thatis explicitly specified by the K2 editor.Be advised to avoid the mapping list until further notice. In terms of SEO, themapping list creates duplicates – the same content is available through twoURL addresses.3.8.5 Summary of URL best practicesRemember that the URL address is part of the snippet, and thus affects CTRof the snippet.Make the URL addresses as human friendly as possible (short, meaningful,transparent, understandable, country/language-specific, describing the actualcontent of the given page).Remember that the URL address is part of the overall on-page optimization.Make sure to include the most important keywords or phrases into the URLaddress. Do not use too many of them, it will weaken the SEO effect.If possible try to be consistent – do not change the URL addresses of thepages. If there is a justified need for the change, make sure to configure apermanent redirect (301) from the original URL address to the new one.Always use only the permanent redirect (301) variant. Other redirectingtechniques do not pass all the SEO power, and some actually do not passanything at all.Identify duplicates on the web and use the redirects list of the K2 to resolvethe issues. Always keep alive the URL address variation that indicates higherSEO power.31


4 Translations and Keyword AnalysisWhen translating texts, it may occur that the phrases selected for the originaltext to reflect search frequency are replaced by phrases with a low searchfrequency. Users in different countries have different habits, and whentranslating the text, it is necessary to find out the phrases used by users ofthe target language.This can be done by performing a simple keyword analysis focusing on keyworddensity. If you analyze the text using one of the tools we have mentioned inthis document (see chapter 2.4 Main Text Content), you can find out whichphrases should be used for text optimization.Then, using Google Search Keyword Frequency Tool (see chapter 6 GoogleSearch Keyword Frequency Tool) you can examine which keywords or phrasesshould be used for the translation. Please focus primarily on relevancy of thekeywords or phrases. However, take into consideration how often the givenkeyword or phrase is searched for. More frequently searched phrases can bringmore people to your website if you focus on relevancy.Good keywords should meet the following criteria:• They should characterize the content of the target website as well aspossible. It is not good to choose words which are too general or onlydistantly related to the subject of the site as the traffic generated by suchkeywords has a low conversion rate.• They should effectively support the website‘s goals. For commercialweb¬sites, it is necessary to select keywords that will attract potential payingcustomers and not only people interested in free information. So-calledlateral keywords are an exception to this rule – see glossary.• They should be frequently searched. Hence, good keywords are those thata person searching for the subject of the website is most likely to use.• They should not have too much competition in search engines. Keywordswith a lot of competition can bring many customers, but the costs foropti¬mization and paid campaigns are higher.In practice, the most frequently searched words usually have the mostcompetition. Information about search frequency can be acquired using toolsprovided by search engines. These also provide alternative keywords andsynonyms. The most practical tool is the Google AdWords Keyword Tool, whichwe will examine in greater detail.32


5 ImagesImages are multimedia files (HTML element ) displayed directly on thepage, and visible to visitors. Images are not transparent to search engines,and that’s why there’s a need for SEO optimization.Every image should contain an ALT tag (attribute of the ) filled withkeywords or phrases describing the image. This way the search engineunderstands the images and can display it directly in the search results (suchas Google) and in the image search results.The name of the image file should be human readable – avoid the defaultnames from cameras such as IMG1000541_20120331558.jpg. Every imageshould also contain the keywords or phrases in the name of the image file.This follows Google’s recommendations for webmasters.The page where the image is displayed should ideally contain the keywords orphrases that are used in the name of the image file or the ALT tag.This combination is strong enough to push the images of the website to betterpositions in the image search traffic and potentially to display them even inthe search results for the related keywords or phrases as it is shown in theillustration below.33


Since the last update of Google Images, the impact of Google Images on traffichas decreased. However, optimizing the images is still recommended so as tomake them as SEO-friendly as possible.The ŠKODA environment actually does have a specific situation withmultimedia content because of its ownership. Other websites, such as carorientedmagazines, also upload these files (maybe even the same), but usuallyat the later time. The ŠKODA websites have this content first. This is a greatopportunity for SEO efforts. For example, Google claims that when rankingimages, they give a lot of authority to the actual owner of the multimedia.However, in order to benefit from this opportunity, an optimization of theimages must be done immediately.For images to be effective, they should:• Be original – in case of ŠKODA this is always achieved.• Contain the keywords in the name of the image file• Contain the keywords in the ALT attribute of image• Contain the keywords in the ALT attribute / name of the image file on thepage where the image is displayed.• The name of the file is human readable.• Hypertext links leading to the page with the image should contain thekeywords in the ALT attribute of the image / name of the image file.• Bigger resolution of the images is preferred• JPEG file type is preferred34


1 – Select exact match to achieve higher relevance of results. When thisoption is selected the tool will display the search frequency of keywordsin various collocations.2 – Column with relevant and related keywords. Keywords can be selected(starred) for further work in the Adwords Keyword Tool or exported in CSVformat.3 – Global Monthly Searches displays the average global monthly searchcount of the keyword in the selected language. When searching globallyused keywords, we recommend sorting the data according to this column.4 – Local Monthly Searches displays the search count for the last month inthe language set in the tool – see the image above. This column is usedfor sorting the search count of location-specific keywords.6.1 How to use data from Google Search KeywordFrequency ToolYour primary aim is to understand how your audience searches for theinformation related to your website goals. They might actually use differentkeywords and phrases than you expect. Once you know the “language” theyuse, you can start analyzing the search frequency.Examine the local monthly searches data to find out what keywords can drivemore traffic to your website.Once you choose the keywords or phrases to use for optimization, targetthem using the page title, meta description, URL addresses and textualcontent.6.2 Additional recommendationsDon’t optimize one page for too many keywords and phrases. Choose onegroup of closely related keywords or phrases and optimize only for them.Otherwise you are fragmenting your SEO efforts and you can’t even expect torank well on all keywords and phrases you target.If you are about to do a lot of changes affecting many of your pages at once, itis better to divide the changes into more stages. Don’t change everything atthe same time: Google might take such an act as a spam signal.36


7 References• K2 user guide:http://go.skoda.eu/user-guide • Google Webmaster Guidelines:http://support.google.com/webmasters/bin/topic.py?hl=en&topic=2370419&parent=1724125&ctx=topic

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