Category: SEO

Path Interactive’s Quick Guide to SEO

SEO Infographic

For those of you who are just getting familiar with SEO or just looking to re-fresh their skills – I thought this infographic might be of interest.  It was first given to me last year after taking a SEO information packed course at NYU.  Michael Coppola, the CEO of Path Interactive-NYC and an adjunct professor at NYU taught the course.  Path Interactive is a Digital Marketing Agency located in New York City.  They have done Search Engine Marketing and SEO for large companies such as Zagat, Adweek, Billboard, and one of my favorites, Birchbox.

The Benefit of SEO Friendly URL’s with Longtail Keywords


So for months upon months the small company I’ve been working for has pulled pounds of dough out of their bottom line in hopes of pumping it into their top line.  For a small company, we’ve dished out quite a large sum month after month in hopes of increasing our organic search presence on SERP’s (search engine results pages).  While this is all good and dandy, when you’re not seeing a great return on investment after patiently waiting for months (it’s already been 3+ months – traditionally the minimum amount of time to see SEO improvements) it can be pretty frustrating.

You ask yourself, do sit back and wait a bit longer as the agency suggested?  Or should I start digging around myself?

I say, if you see an opportunity that the SEO’s haven’t touched and you know what your doing then go for it.

So check it out.  See the image above?  Essentially, month over month of seeing no no organic search impression pick-up – we were able to boost our organic query impressions by 53.85% ( and clicks 88.89%) by working on creating more seo friendly URL’s for our product pages.  This was done with a bit of keyword research and cleaning the links up (so, say, taking out the weird symbols like % and replacing them with dashes) and also with a bit of keyword research.  Keyword research was done with the focus of longtail keywords.  Essentially, pairing a highly competitive keyword with a lower searched volume keyword in an effort to create a longtail keyword.  In terms of SEO longtail keywords are magical.

(My one bit of advice is check out the part of the URL you are changing – especially if you work in a content management system.  You want to make sure that the old links that your making a new are not going to be broken.  So when someone searches your website before the new links have been indexed, they click on the link (that takes them to the old link) and it’s no longer there.  (Which is seen as a no-go in the eyes of Google).  So in this case, a 301 redirect will come in handy.)