Website optimization has become more demanding on digital marketers. Scaling can feel overwhelming, especially with the increased focus on user experience for search engines, accessibility compliance, and privacy recommendations. So, how can you and your SEO team best prepare to take on these expanding responsibilities? How can you use website intelligence to seamlessly scale your program on an enterprise level? What tools and approaches can your organization use to adapt to the evolving nature of SEO? Watch this webinar and get access to your new strategies to level-up your website. Key Takeaways: - What is website intelligence? How can it help SEO experts and digital marketers stay on top of website improvements? (We’ll discuss!) - Discover which site optimizations you should keep in mind – beyond search: accessibility, user experience, compliance, etc. - Learn common website accessibility issues – and why SEOs are well-positioned to contribute to these important efforts. Ali Habibzadeh, CTO at Lumar, and Ashley Berman Hale, VP of Professional Services at Lumar, will discuss innovative ways to help your website succeed in search, while giving your visitors a top-notch user experience. Want to learn how you can boost your search rankings and maintain a healthy, compliant, high-performing website? Watch this webinar and discover a fresh approach to scaling an enterprise-level SEO program.

1. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
Enterprise SEO: 7 Use
Cases To Level-Up
Website Optimization
With Website
Intelligence

2. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
7 Use Cases To Level-Up Website
Optimization With Website Intelligence
Enterprise SEO:

3. Website Intelligence
Ashley Berman Hale
VP of Professional
Services, Lumar
Ali Habibzadeh
CTO, Lumar

4. Website Intelligence
Poll:
Question 1
At present, how much of a priority is
website accessibility for your organization?
◯ High
◯ Medium
◯ Low
◯ Not a priority at all

5. Website Intelligence
Website
Intelligence
Website
Intelligence
Accessibility
Site Speed
Security
Content Analysis
Code Quality
Custom Use Cases

6. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
1. Accessibility
The problem and the opportunity:
inclusion, economics, and litigation
Types:
• Visual, auditory, motor, cognitive,
neurological, speech
• Permanent, progressive, temporary
It’s not if, it’s when
https://www.w3.org/WAI/business-case/
● One billion people (15% of the world) live
with some form of disability.
- (WHO, 2020)
● Every year thousands of ADA Title III website
accessibility lawsuits filed in US federal
courts. - 4k+ in 2022!
-
(Seyfarth, 2021)
● Home pages average 51.4 errors.
-
(WebAIM Study, 2021)
● 38.6% of employees reported that their
product’s level of accessibility was called out
as a reason for purchase by customers.
-
(LevelAccess, 2021)

7. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
1. Accessibility
Examples:
• Checkout > Form Fields and Inputs
• ‘Skip to main navigation / skip to content’
https://web.dev/how-to-review/

8. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
2. Speed: CSS Performance
• Long complex rules, specially ones containing *
• Lots of transitions and animations
• Using @import to load other CSS files
• No longer about parsing HTML but CSS crawling
• Access to selectors is needed

9. Website Intelligence
Damaging <> benefitting
How are you cataloging and
understanding images today?
• File names
• Alt / title attributes
• Source size vs. rendered
• loading=”lazy”
Google Discover
Google Lens
Zooming out - who contributes to the imagery on your site?
What data do they have access to?
3. Speed: Images

10. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
4. Site Security
One of the sneaky tricks attackers use
is Clickjacking — where the attacker’s
malicious link is transparent and hiding
in front of a real and authentic webpage,
so the user clicks the malicious link
believing they clicked the authentic page.
X-Frame-Options: Deny|SAMEORIGIN|ALLOW-FROM {URL}
Content-Security-Policy: frame-ancestors 'none';|'self'|'self' *.somesite.com

11. Website Intelligence
5. Devs & Website Intelligence
Errors in production are expensive.
Takes finding issues before they go live
• X multiplier in time needed to fix
• X multiplier in cost of live bugs
• Website intelligence empowers
○ Pre-prod scans
○ Trended data

12. Website Intelligence
6. Marketing
Tech SEO is a multiplier
for marketing efforts.
(Opportunity: now we’re really
bringing a lot of this together)
Campaigns
Visuals
Content
Success

13. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
7. Review analysis
• How many reviews do I have for each product?
• Are they positive reviews?
• What are the keywords used to describe?
• Do we need to a build a crawler?
• Is there a tool that would do it out of the box?
• Would it integrate / fit with everything else?
(monitoring, segmenting etc.)

14. Website Intelligence
Conclusion
& Sentiment Analysis Breakdown

15. Website Intelligence
Website intelligence is
bigger than any one job
Data is empowering
We need this broad
view and a command
center to work together

16. Website Intelligence
Poll:
Question 2
Who is responsible for accessibility
in your/your clients’ organizations?
◯ Internal accessibility expert
◯ UX
◯ Dev
◯ Tech SEO
◯ Outside consultant
◯ Other

17. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
Website Intelligence
Q&A

18. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
Ready
to dive
deeper?
How Your Website Impacts Demand
Generation (for Marketing Leaders)↗︎
Blog
2023 SEO Strategy Guide:
Trends to Watch This Year↗︎
eBook
The Ultimate Guide to
Enterprise SEO↗︎
How to Perform SEO QA Tests – and Why
They’re Important↗︎
eBook
Webinar-on-Demand

19. 7 Use Cases To Level-Up Website Optimization With Website Intelligence
Thank you.
lumar.io