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SEOContent Marketing
For
Andrea Stark
1 SEO Basics and Terminology
2 Meta Information & URL’s
3 Image Optimization
4 On-Page SEOKeywordsLatent Semantic IndexingPage SegmentationSchema Markup
5 Other TipsRobots.txtSitemaps404 PagesURL Shorteners
1 SEO Basics and Terminology
Users click on your content and see your landing page
Users see the SERP
Users entera search query
Content is crawled by Google, then
indexed and cached
How will users find your web content?
You Add Content to Website
AlgorithmA process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer.
White Hat vs. Black Hat SEOWhite hats are those website designers that "play nice" and try to follow all of the search engine guidelines to optimize their site. Black hats are where website designers use backdoors, cloaking, and other tricks to optimize sites.
What types of information are users searching for?
Informational
Knowledge Graph giving the user the definition of a metaphor
Transactional
Sponsored ads to buy red shoes
Navigational
Direct URL to Blue Wahoos Website
2 Meta Information & URL’s
<!doctype html><html >
<head id="head"><title>IMS ExpertServices: Expert Witness Search
</title>
<meta name="description" content="IMS ExpertServices delivers experts who position you for the win. 877-838-8464" />
<meta charset="UTF-8" /> <meta name="keywords" content="IMS ExpertServices, IMS Expert Services, expert, IMS, experts, expert witness, expert search, subject matter experts, leading experts, subject matter authorities, complex technologies, litigation consultant" />
Meta Information
Easy to Readwww.domain.com/products/chairs/black-office-chair
V.
www.domain.com/products/B00MILGR6A/ref=s9_simh_gw_g318_i4_r?ie=UTF8&fpl=fresh&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=desktop-
1&pf_rd_r=0P8V4JV69NWM0WYHS2H2&pf_rd_t=36701&pf_rd_p=2437869742&pf_rd_i=desktop
URL Structure
Shorter Paths
www.domain.com/blog-post-title
V.
www.domain.com/blog/year/month/blog-post-title
What a mess!
Removing the blog year and month shortens the URL and makes the content seem more timely.
Avoid Duplicate Content
<link rel="canonical" href="http://domain.com/blog" />
URL StructureSpaces
www.domain.com/our-services
V.
www.domain.com/our%20services
Spaces turn into “%20” in URL’s and are unsightly for users
Add this code to the duplicate page, so web crawlers know which is the original
3 Image Optimization
Image File Names
<img src="smiley.gif" alt="Smiley face">
Alt Attribute
When naming image files, use keywords that explain what the image is.
Image Optimization
Alt Text
4 On Page SEO
Search Engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means.
Keyword Stuffing Users Can Read This
White is a color that is seen everywhere. It is different from
other colors in that it is lighter than most, and reflects all colors in the
spectrum. It comes in many different shades including eggshell,
pearl, ivory, and porcelain.
Keywords
Search Term: BearsWhat would you expect to see?
Latent Semantic Indexing
The Animal
The Sports Team
Page Segmentation & Semantic Distance
A Schema markup provides a way to semantically structure portions of your text in away that defines the relationship between terms.
Schema Markup
Uses Schema Markup
Not Using Schema Markup
<div itemscope itemtype=”http://schema.org/Movie”><h1 itemprop=”name”>Titanic</h1><div itemprop=”director” itemscope itemtype=”http://schema.org/Person”> Director: <span itemprop=”name”>James Cameron</span>(born <time itemprop=”birthDate” datetime=”1954-08-16”>August 16, 1954</time>)</div><span itemprop=”ratingValue”>7.9</span></div>
Schema Markup
5 Other Tips
Robots.txt
A robots.txt page allows webmasters to give web crawlers instructions on how to crawl websites.
Sample Code:
User-agent: *Disallow: */?page=1
Sitemaps
URL
How frequently the page content changes
Priority - indicates how frequently you want the page crawled
404 Pages
Every website should have a 404 page
404 PagesThe Bad
Generic 404 Page
Blames the user for typing the URL
incorrectly
404 Pages
The GoodMatches the tone of your
brand.
Add your merchandise or a link to your services
Provides options for the user to find what they are looking
forHumorous – matches the
brand and voice of the company
URL Shorteners“URL shorteners have absolutely no negative effect on SEO provided the shortener in question is working as expected and it
uses a 301 permanent redirect.”Matt Cutts
Recap
1 SEO Basics and Terminology
2 Meta Information & URL’s
3 Image Optimization
4 On-Page SEOKeywordsLatent Semantic IndexingPage SegmentationSchema Markup
5 Other TipsRobots.txtSitemaps404 PagesURL Shorteners
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