Search is crucial for Dell’s online business. Search influences over a third of Dell’s online revenues with strong year-over-year growth.
The three types of searches that are important to Dell include:
People tend to scan—not read—online content.
Matching keywords are visually emphasized (often bolded) on search engine results pages.
Results that grab attention include:
Therefore, take care to write titles and meta descriptions with common words and phrases.
Top rankings are crucial because searches tend to view only the first page and click one of the top 3 results.
People predominantly scan only the beginnings of results. However, searchers often view beyond this “Golden Triangle” when presented with “richer” results beyond simple links to webpages.
NOTE: In the accompanying visual heat map image, the red areas represent the most looked at content and the purple X’s represent the clicks.
There are now opportunities to have different types of content in results. Major search engines now display blended (universal) results, often including:
Blended results present many new opportunities for Dell owned or influenced content to be on the first page of rankings. Therefore, optimize all digital assets to include:
Also use commonly searched terms throughout:
Over 200 signals are used by search engines like Google to judge the rankings of results. Some of the most impactful are:
Some of the most impactful signals include:
On-Page Factors: Each webpage’s source code may be crawled and indexed by a search engine. Search engines take note of the keywords used in:
Search engine best practices are also good for the customer experience. Easy to read = easy to index.
Whether you are creating a new page or editing an existing one, remember these five key points:
Use your audience’s language.
Write for people, not bots.
Not all pages are suitable landing pages from a search engine perspective. The best ones are:
Useful and relevant to queried terms.
Focused to a topic.
Built around a search intent:
Successful landing pages also have:
Low bounce rates.
High conversation rates with clicks to a store/purchase path, subscriptions, PDF downloads, and chat.
To align keywords on landing pages with searcher queries.
For a given topic, both most descriptive and commonly searched for terms.
To localize by region/language.
Used to populate all on-page/search engine results page elements, as well as "hidden" elements.
Aligning regional content with local target audience’s queried terms improves relevance through:
Each page should be built around 1-3 common, locally searched terms or phrases that are most descriptive of the topic (generic and/or branded).
Avoid diluting rankings by overlapping primary keywords across many pages.
Optimize for most common word forms and spellings while occasionally using other forms.
Take the guesswork out of keyword research. Use online keyword research tools to discover and rank the most frequently used terms and phrases by local region and language.
Purpose: Reach a wider search audience beyond the primary keywords with term and phrase variations.
Benefit: Reinforces theme of pages and can provide ...
Used as search engine results page title link.
Heavily weighted by search engines.
<title> in source code’s meta section.</title>
Automatically appended with “| Dell [+ country]”.
Provides the first impression to a searcher on a search engine results page.
Titles with the highest click-through rates are:
Use page’s 1-3 primary keywords towards front.
Maximum 55 characters long (including spaces).
Ensure the title is unique to a page.
Clearly and succinctly describe product, service, topic or key customer benefit (e.g. “durable”, “lightweight”).
Standard title capitalization.
No symbols or slashes.
Avoid keyword stuffing (this may dilute the weighting of key terms).
Match inbound anchor text links.
Guidelines: Adhere to the browser title guidelines, with the following exceptions ...
Min. 50 char.; max. 155 (100 for in CN)
1-2 easy to scan sentence(s).
Within first 65 char. include:
Search intent call-to-action. This should be:
Optimized content ensures:
Build around search intent:
Emphasize important keywords through:
Key messages must be in HTML text to be listed by search engines because images, Flash files, Java applets and other non-text content are virtually invisible to search engines except for filenames and alt text.
To get key messages indexed for images, videos, PDFs, Flash and links, ensure:
Why build links?
Link to the most relevant page:
Benefit: Good anchor link text will provide ...
Structure and Examples:
To boost search engine rankings of pages, prompt stakeholders and partners to link to your pages through:
Include in your request:
For new or updated pages, one of the fastest ways to get the new pages noticed by customers as well as search engines is to Tweet about it. Leverage business unit Social Media & Community representatives.
Similar optimization to Webpages; use keywords throughout ...
Search engines generally cannot view or navigate Flash and AJAX content or links.
If AJAX or Flash must be used, provide alternative basic HTML content that is crawlable, along with navigational links.
For Flash, populate below search engine indexable fields (displayed if Flash cannot load):
Set display to false to prevent text from being displayed. For example:
All search elements should:
Write for your target audience:
Use the most commonly searched terms for each local market. Note variations like ...
Regional language variation:
Colloquialism vs. dictionary:
EN often in non-EN markets:
Search engines are able to read all source code.
Text-to-code ratio should be at a minimum 25-42% (higher = better).
Put scripts and related code at end of source code.
Remove/minimize unnecessary code and tags (e.g. comment tags).
Use primary keywords.
Separate with hyphens.
Only ASCII letters or numbers.
Automatically displayed (pulled from category tree and structure file).
Must use primary targeted keywords of a page.
Add key links for search engines to crawl.
Of very little weighting; can ignore with impunity.
Minimally important for site search (e.g. for S&P products).
Potentially can add primary keywords (for audit purposes).
Search engines may downgrade rankings of slow pages due to poor customer experience and high bounce rate.
Maintain reasonable page sizes by: