Ann Zerega SEO Specialist

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Ann Zerega

MUCH More Than a Brochure

SEO (Search Engine Optimization)

Your website is a great resource for existing and potential customers.

Unlike a brochure or a slide deck, your website can contain the latest information, is available 24/7, and is easily accessed from anywhere.

  • 66% of B2B buyers said it is very important to have a website that speaks directly to industry needs and shows relevant expertise. (Forbes)
  • Nine out of ten B2B buyers say online content has a moderate to major effect on purchasing decisions. (CMO Council)

Most people rely on search engines to guide them through their research process instead of going directly to a site.

Therefore, your website needs to be constructed so search engines can help find your site for your customers.

Here’s a quick guide to creating web pages that your customers and Search Engines will find useful.

Titles

It’s important to remember that people rarely read web pages in full, so it’s important that a page title be descriptive and concise.

Google displays the first 50 to 60 characters of a title tag, which is displayed not only in search results, but also in web browsers and social networks.

In the example below, including the words “from Scratch in” in the title pushed the word “Guide” off the search results page.

Heading Tags

Heading tags (H1, H2, H3 … H6) in a web page markup lay out the hierarchy of the page. They help search engines, screen readers and your readers how blocks of content are connected.

Snippets

A web page “snippet” is automatically created from page content or can be configured using plugin software such as Yoast SEO on WordPress.

Google will sometimes use meta description tags to create snippets if they think it gives a better summary of what a page is about.

NOTE – If your website supports cloning of pages or posts, be sure to update the <meta> description tag when you create your new page – otherwise you’ll have duplicate meta descriptions which will impact search!

For example search engines will see your duplicated pages like this:

  • Apples web page > Meta Description = We have Honey Crisp apples!
  • Mangos web page (copied from Apples web page) > Meta Description = We have Honey Crisp apples!

Very confusing for a search engine and customers trying to find mangos.

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Chris Allen – Manager, IT Infrastructure and Operations at DDN Storage

I feel lucky to have had the pleasure to work with Ann closely at DDN for several years. We’ve been in the trenches together, working side-by-side on many projects including website migrations, new web application development, revamping web security, and more.

I can hardly think of anyone more responsive and willing to dive in at a moment’s notice to get what needs to be done, done. Additionally, she does it competently with grace, style and humor. She tackles the small tasks in a flash and can handle the biggest projects effectively. On top of all that – as many others on here have already attested to – she’s got the technical chops too.

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Amy Mollat-Medeiros – SVP Corporate Marketing and Inside Sales for DDN & Tintri Brands

Ann is a team player, a consummate professional, skilled, and knows her craft. Ann has transformed the global web presence improving performance, quality and security. She is a great leader who is willing to get her hands dirty and is highly collaborative with a keen on innovation and driving results. I would not hesitate recommending, she is a strong talent who add value to any high-performance team.

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Meghan Schroeder – Marketing Coordinator at DDN Storage

Ann is an enthusiastic professional in everything she does – extremely detail-oriented, thorough, and not afraid to tackle complex web problems. She manages website content updates effortlessly, creates sticky landing pages, and maintains the website roadmap to support marketing goals and objectives. I was lucky enough to sit across from Ann and I would sponge up as much knowledge as I could, from styling native widgets to working swiftly with vendors and most of all her deep understanding of the underlying technology. She is quick, witty, and very well liked. She holds teams together with humor and goes the extra mile for everyone.

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Teresa Elms – Technical Writer

Ann has been a terrific resource to cross-department teams like mine who need content posted on the corporate web site on a regular basis. She greatly improved the functionality of the DDN web site during her tenure here & has rescued us more than once when WordPress plugins broke &/or plugin vendors disappeared from the earth. She made tools available for departmental content self-maintenance on DDN.com & has willingly done the training & support for us on that. She is smart, effective, professional, and a pleasure to work with!

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