The SERP Plexus and On-Page Optimization

SEO PlexusSEO is usually explained as an action-item checklist, but not everyone agrees on which action-item holds the highest priority. And let’s face it; Google changes its algorithms on a regular basis. So hot On-Page optimization actions today may have a lukewarm effect tomorrow.

To build a solid SEO On-Page plan, one must build a comprehension network of tasks that interconnects and build on each other. Each one can be viewed as an independent exercise with a particular function, but like parts of the nervous system, the real good stuff happens when all the parts are successfully integrated.

The nervous system is a complex information-processing system, which is exactly what the search engines achieve. We want to utilize this processing power of web crawlers to transmit information of our pages out to the world through On-Page Optimization.

Of course, web crawlers’ complexity is not even close to the plexus of a human nervous system, but the correlation can put your SEO results at the top of the SERPs. So let’s explore the key elements that make great On-Page Optimization.

<Head>Meta Data for SEO

At the most primitive, our page needs to be read by the web crawlers. Meta Data that resides in the <head> section of your document:

  • •Title (70 characters in length)
  • Meta Description (156 characters)
  • Meta Keywords (relevant)

SEOmofo provides a great SERP snippet tool that displays the value of correct Meta data length:

<Body> of SEO

Think of the <body> tags as the electric pulse of the expanding an SEO plexus that begins as On-Page Optimization and snake out across the web. Each On-Page optimization step, if done correctly, passes information throughout the network – sending your information and gathering response actions across the Internet.

Standard SEO tasks include:

  • Keyword repetition
  • Keyword Density
  • Headlines <H1>tags
  • <b>Bold or <strong>Strong indicators
  • <Alt> Tags for images

On-Page SEO also includes items that are not so easily defined, yet are arguably more important than the standard SEO tasks that include:

Semantic connectivity (Keyword Variations & Relevant Associative Words/Phrases) – Build relevant information is a common sense method for building On-Page SEO. I bow to the master instructor Kermit in his succinct demonstration of this concept in this must-see video:

Don’t make the mistake to only optimize for web crawlers, make sure to keep your audience engaged. Keyword stuffing catches the attention of Google and place your site out of contention for the top page short list.

Block level optimization – Think of correctly structuring your paragraph information in an organized fashion to score higher with search engines like Google. With a prolific nature of the Internet, it only makes sense that more informative, organized and valuable information tops articles written willy-nilly. Google scores the writing level, grammar and organization of your page.

Many site owners have relaxed the quality of their page content in basic grammar and writing rules. Give your best effort and even the robotic searchers will reward you.

Transcribe Videos – Transcribing informative videos increase visibility and brings a whole new SEO level to your video productions.

Click-Depth in Site Architecture –
The more important a keyword to your business, the higher it should be in your site’s internal architecture. It should be able to be reached quickly from anywhere on your site.

Although links in top menu navigation seem to rank higher with Google, if the links found in the footers and sidebars drive relevant content, they should also be included in page navigation as well. Include In-Page links to other internal site pages as long as they are relevant.

Try not to bury your work many levels deep. Keep it simplified by only listing one category deep. Ie. /two/slashes only.

Internal and External Links –
Outbound links to valuable and relevant sites are the key. Gift your audience with material they can build from and provide new interests and avenues for them to explore.

SEO On-Page Integration
Building a comprehensively optimized webpage requires a bit of time and thought. To get the most SEO synergy to your page, bring all the optimization tasks together to support great content. Without great content, which ultimately pleases your audience to share with others, your high rankings will mean nothing.

Once your valued content is online, spend dedicated time to verify your On-Page Optimization. Whether you optimize all at once, or over time. (including building optimization of older pages), you’ll get your content to vibrate across the plexus of the SERPs For WordPress users, there are a few SEO plugins like Yoast SEO that will help you on your way..


The Purpose of Metrics

After a heated discussion over the use of analytics, it struck me that the metrics are the least of our worries.  Weighing the value of the various metrics and aligning them to KPIs is more important than the metrics themselves.  The data must have meaning and a purpose of action. Time on page and bounce rate numbers are only meaningful if we dive deeper into these numbers with appropriate A/B testing.  The goal is to use that data to find out elements that are successful or those that need tweaking.

With affordable CMS software, it becomes much easier to change out page layout and information without needed the help of developers.  But this fact can also be a double-edged sword.  Since we have so much control over content, we may feel the need to change out everything – instead of focusing on micro changes to improve site analytics.  Going rogue on a page may be death to conversions and sales.

The best solution is to take a page that works and recreate it for A/B testing.  One page may include micro-changes to content such as headlines, images, or inclusion of bullet points.  Even visual elements such as beveling a button may impact conversion rate.  Make sure to record the changes as a means of building a greater understanding of your customer.

Here is an interesting link that discusses “Call To Action” buttons and SEO:

Eight Mobile Coupons Methods that Build Customer Retention

As an online marketer, it would be an expensive mistake to dismiss the growing source of revenue derived from digital programs across multiple mobile channels. One such channel of mobile engagement is the use of mobile coupons (m-coupons).

Not only are digital coupons considered the most popular form of promotional activity for digital consumers, but also the trend is expected to continue to rise. It may not benefit your company to launch a nationwide mobile coupon effort, but it is important to know the mobile coupon options available to you. So how can your company effectively use mobile coupons to build customer retention and add revenue?

Store-specific mobile coupons

Use the power of GPS equates to an impulse purchase. Getting a coupon to a consumer while they are out on the town can act as a prime impulse incentive. Not only is this good for your consumer, but it can help to incentivize purchases of slower-moving product for effective inventory management.

Mobile website coupons

Many stores offer coupons from their native website, but by reaching into the smart phone arena it opens up a broader customer base. Consider a mobile app, mobile site, or a responsive designed website. Now is the time to upgrade to reach the increasing number of digital consumers.

Personalized mobile coupons

Target coupons based on past purchasing behavior, preferences, time and location personalize the experience for the consumer. This attention to detail wins brand loyalty and sets up the store and consumer with a win-win.

Opt-in consumer alerts

As consumers navigate through their mobile experience, it is important to give them their choice of alerts. Provide alternative methods of notification such as SMS, RSS, or Email.

Integrated mobile shopping coupons

Instead of hitting your customer with coupons only at your schedule, give them the total mobile experience: Browsing a selection of products, coupons, searches and bar codes to use and interact with in a complete mobile storefront.

Location-based services coupons

Location-based services (LBS) tap into customer loyalty and builds rewards into a quality experience for consumers. The engagement is not limited to check-in, but also provides mobile users with exclusive discounts using QR codes.

Social distribution of mobile coupons

There is no better music to the marketer’s ears than hearing the Facebook exchange of coupons ringing in the day (and the sales at the register). Make sure your m-coupons are shared through social distribution through Facebook and Twitter. Make them easy to share, exchange and talk about.
Aggregator circulation of mobile coupons

Finally if you want to dip a toe in m-coupons, a fast way is to use coupon aggregators such as 8Coupons, Cellfire, Coupon Sherpa, Yowza, and Zavers. Make sure to weigh costs and rewards, and choose an aggregator that provides meaningful statistics.

Remember creativity is the name of the mobile coupon game. Think of treasure hunts, scavenger hunts, and surprise discounts and rewards. Mobile consumers have been known to leave their wallet behind on the lunch table, but never their smart phone. That type of engagement can never be found through a television, desktop computer, or mailbox. Ask your consumer what their favorite childhood game is, and then find a way to implement it into an m-coupon reward. Have fun with m-coupons. … Tag, you’re it!

2012 Global Mobile Statistics


Gartner (May 2012): there will be 212.2 million m-payment users in 2011 (up from 160.5 million in 2011), m-payments will total US $171.5 billion in 2012 (up 61.9 percent from $105.9 billion in 2011).
Mobile Web is expected to dominate mobile payments in North America and Europe through to 2016. SMS is expected to remain the key vehicle for m-payments in developing markets. NFC transactions will remain relatively low through 2015, but will start to pick up from 2016.


In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016, according to Forrester Research (June 2011).

➢ But m-commerce will only be 2 percent of e-commerce in 2011 and 7 percent of e-commerce in 2016.
➢ m-commerce includes mobile media and content, retail, travel, coupons/deals, and services
➢ 91 percent of online retailers in the US have a mobile strategy in place or in development, according to Research (May 2011)
➢ 48 percent of US retailers surveyed had a mobile-optimized website; 35 percent had deployed an iPhone app; 15 percent deployed an Android app; 15 percent had deployed an iPad app.
Mobile shopping consumer behavior
Four out of five US smartphone owners, use phone to help with shopping, according to Google/Ipsos (April 2011). A survey of 5013 US smartphone owners found:
➢ 79 percent use a smartphone to help with shopping and 70 percent use phone in store.
➢ Of those: 54 percent located a retailer; 49 percent compare prices to help decide; 34 percent search in-store inventory; 44 percent read reviews and product info; 46 percent called a retailer; 40 percent looked for promotions and discounts; 28 percent used a discount coupon on phone.
➢ 74 percent of smartphone shoppers have made purchase following research on phone.
➢ Of those: 76 percent purchased in store; 59 percent purchased on their PCs; 35 percent purchased on their smartphones; 27 percent purchased via a mobile site; 22 percent purchased through a mobile app.
➢ The average annual spend on mobile purchases was US$300.


M-coupons will dominate mobile retail marketing spend until 2013, according to Juniper Research (March 2010):
➢ Mobile retail will exceed US$12 billion by 2014 (mobile retail is defined as m-coupon redemption values, smart poster fees and advertising expenditure).
➢ The mobile retail sector would initially be dominated by coupons, but mobile advertising expenditure will exceed coupon redemption values by 2013
o The m-coupon service of McDonald’s Japan is used by 4.5 million users, according to Infinita (March 2010).
o The United Nations’ World Food Programme (WFP) (October 2010) plans to use m-vouchers to deliver food aid to 40,000 Iraqi refugees in Syria by the end of 2010 reported by MobileThinking.