SEO and ContentRobert Pucciariello, Director

eBrands NY

CONTENT on the web

• QUALITY

• ORIGINALITY

• KEYWORD RESEARCH

• ENGAGEMENT

• FRESHNESS

HOW A SEARCH ENGINE CRAWLS THE WEB

SOME FACTORS AFFECTING HOW A WEBPAGEIS INDEXED

“ON-PAGE” FACTORSand

OPTIMIZATION

Title Tag

Meta Description Tag

H1 Tag

ALT Tag

LINKS on a WEBPAGE

Anchor Text HTML

Internal Links – optimal structure

ANALYTICS

Google Analytics

Google Analytics (not provided)

Google Webmaster Tools

SITE AUDIT

Xenu Link Sleuth

Google Page Speed Tool

XML Sitemap

Responsive Design

Robots.txt file

KEYWORDS(the primary building block)

Keywords

Keyword Research Tool

Ubersuggest Tool

Google Trends (formerly Insights)

Google Trends – related searches

Social Mention

MAJOR GOOGLE UPDATES

Caffeine update

Hummingbird Update

Exact Match Domain Update

Freshness Update

FRESHNESS AND CONTENT

NOT ALL THINGS ARE MEANT TO BE FRESH

DUPLICATE CONTENT AND URL CANONICALIZATION

Duplicate Content and Search Engine confusion

Duplicate content and Links

COPIED CONTENT

Chunk of Text search

Authorship

WORDPRESS TIPS

RECAP

Content Writing (Quality & Original)

• Quality• Readable – font size, color, column width, leading vertical spaces• Spelling and grammar• Write natural content. Use synonyms.

• Originality• Your unique perspective• Try to write 300+ words per page. Since Panda, “thin content” sites have been

getting dropped.

Content Writing (Keywords)

• Keywords• Do your research• Core 20 keywords for a website• Target 2-3 keywords per page.• Keyword frequency – repetition. Do not overdo.• Keyword density – 2-3% - any more could trigger “keyword stuffing” penalty• Keyword Prominence – is it in the Title Tag, H1 tag, close to the beginning of the

page

Content Writing (Engage & Share)

• Engagement• Write a great headline! (80/20 rule)• Use analytics – where are people going, how long do they stay• Search engines attuned to engagement for ranking

• Shareability• Easy to tweet, share• Social sharing tools

• Analytics to mine for Questions – gives ideas for content creation

Content Writing (Freshness)

• Fresh content gets ranked more quickly• Usually more people searching for Fresh content

Thank YouRobert Pucciariello, Director

Website Optimization

eBrands NY

646-330-5470

www.ebrandsny.com