SEO Content Contributors by Andrea H. Berberich @webpresenceopti

SEO for Content ContributorsA N D REA H. B E R B ER ICHS E O /SEM P R O F E SSIONAL

Content – Table of Content

• SEO – What to remember

• Keyword Discovery & Research (off Web Page SEO)

• Web Page Optimization on Page

• Keyword Phrase Usage

• TF-IDF

• Synonyms and Close Variants

• Page Segmentation

• Semantic Distance and Term Relationships

• Co-occurrence and Phrase-Based Indexing

• Entity Salience

• Elements on Your web pages (1-2)

• SEO - Summary

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SEO – What to remember

• SEO adheres to Web standards of international organizations such as W3C.org, Schema.org , ISO.org, etc., in the US, 508 Compliance. Keeps us honest.

• SEO is the gateway to be crawled and recognized by any search engines worldwide.

• Search engines are critical traffic drivers for any domain property.

• SEO is an integral part of any online campaigns success. It ensures

• Competitiveness

• Builds Awareness

• Increases Sales

• Forces Companies to Maintain High Standards

• Promotes Innovation to Meet Customers Demands Mobile and Social Media


SEO is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page (SERP) such as Google, Bing/Yahoo, Yandex, Baidu, Naver, and other search engines. -source:en.Wikipedia.org

Source: searchenginewatch.comc

SEO – Keyword Discovery & Research (off Web Page SEO)

• Initiate keyword discovery –

• Work with branding and product marketing to learn about the product or service and possible keywords or keyword phrases

• Ask for a context i.e. messaging of the product or service

• Find out who the competitors are

• (Ideally) Find out what the social mentions are: Forums, communities, maybe in Twitter

• Validate possible keywords or keyword phrases using Google Keyword planner tool (Can only be used with a Google account as you have to log in)

• Review global monthly search volume, competition, and review additional suggestions by Google

• Compare high search volume keywords within competitive websites

• Wish- list: Run a selected keywords in social media tool to for additional validation and usage volume

• Compile the report for easy viewing

• Have a final list of keywords and keywords phrases ready to create on page information

• Review Google Trends analysis for another data point if in doubt


Keyword Discovery, Research, and Competitive Analysis are fundamentals when creating any type of content for digital use. General rule is to have two non-branded and one branded keyword phrase per page.

SEO – Web Page Optimization on Page

• Keyword phrases in the domain and subdomain

• Keyword phrases in Title Tag - Title Tag Starts with Keyword Phrase

• Keyword Phrase in meta description

• Meta Description for html web page

• Meta Description for open graph (Facebook)**

• Meta Description for twitter (Twitter)**

• Keyword Phrase Appears in H1 Tag

• Keyword Phrases Appear in H2 & H3 Tags

• Keyword Phrase frequency in the content

• Keywords Phrase prominence

• Co-Occurrences – associates terms from backlinks

• Latent Semantic Indexing (LSI) Keywords Phrases (content quality)

• Content Provides Value and Unique Insights

• Content Length 400 words and more

• Syndicated Content (original content)

• Helpful Supplementary Content

• Multimedia Assets associated with the Content

• References and Sources

• Image Optimization

• Image file name, Image Alt Text , Image Title Tag, Optional: Image Description & Caption

• Dated Content – frequency of updates & magnitude of content updates

• Outbound Links & Outbound Link Theme (nofollow)

• # of Internal Links (& Anchor Text) pointing to Content (except nav.)

• Contextual Links – Embedded Inside a Page’s Content

• Positive Text Around Link Sentiment


Google’s ranking factors determines whether our website ranks in the SERPs. Following few elements for on-page optimization are proven as positive ranking factors :

**Requires Share Button technology on web pages

SEO – Keyword Phrase Usage

• Keyword Usage: Placing the keywords/keyword phrases strategically within certain elements may provide clues as to the context of the page.

• Additional optimization

• Page title

• H1

• Secondary H2s, H3s

• Meta Description, Open Graph & Twitter

• Embedded Video

• Image Meta Data


Source: http://moz.com/blog/7-advanced-seo-concepts

SEO – TF-IDF

• TF-IDF = term frequency-inverse document frequency measures the importance of a keyword phrase by comparing it to the frequency of the term in a large set of documents.

• Many advanced textual analysis techniques use a version of TF-IDF as a base.



SEO – Synonyms and Close Variants

• Search engines posses vast corpuses of synonyms and close variants for billions of phrases, which allows you to enrich your content with natural text to provide greater meaning.



SEO – Page Segmentation

• Content located in the main body text likely holds more importance than text placed in sidebars or alternative positions.

Repeating text placed in boilerplate, locations, or chrome, runs the risk of being discounted even more.



SEO – Semantic Distance and Term Relationships

• Search engines can determine the connections between words and phrases by their relationships within the content.

The closer the semantic relationships, the greater the chances the words and phrase are related to each other.



SEO – Co-occurrence and Phrase-Based Indexing

• Using the concept of co-occurrence, search engines know that certain phrases tend to predict other phrases.

Presence of these co-occurring phrases can strengthen topic focus. Links from pages with co-occurring phrases can also help.



SEO – Entity Salience

• Entity salience goes beyond traditional keyword techniques, like TF-IDF, for finding relevant terms in a document by leveraging known relationships between entities.

An entity is anything in the document that is distinct and well refined.



SEO – Elements on your website 1-2


1.Title tag – Add high-search volume keywords/keyword phrases that is relevant to the content

2.H1 – Heading – Add high-search volume keywords/keyword phrases that is relevant to the content

3. Should be H2 – Heading (will be updated) H2s also holds valuable keywords that re relevant to the content

The significant elements for SEO is Title Tag, H1 – Heading & H2 – Headings. Don’t forget the URL. Keywords and keyword phrases should be part of the URL string.

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SEO – Elements on your website 2-2


1.Internal Linking – Important as it will connect other parts of the website and teaches crawlers about your holistic offerings. When linking to 3rd parties ensure to add a <no follow tag.

2.Image Meta Data – Viewable in Source Code

1. Image File name and ending w/ abc.jpeg or abc.jpg or abc.png

2.Image Alt Text

3. Image Title tag

Additional significant elements on the page are linking within the content and proper meta data of our images.

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SEO – Summary


• Use Keywords or Keyword Phrases as anchor tag and link with <rel nofollow> outside the your domain.

• Crosslink to other section of the website to build relationships within the domain.

• Images

• Keywords or Keyword Phrases in the Image title Tag

• Keywords or Keyword Phrases in the alt-text

• Keywords or Keyword Phrases in the file name

• “own” the image with company name in the image file name

When Creating Any Content Keep in Mind to Think Social, Mobile & SEO.

• At least two non-branded and one branded keyword or keyword phrase per web page

• Keywords or Keyword Phrases in the URL

• Keywords or Keyword Phrases in Title Tag

• Keywords or Keyword Phrases in H1 or headline

• Keywords or Keyword Phrases in Meta Description for html, for Facebook & Twitter

• Keywords or Keyword Phrases in H2 or subtitles

• Keywords or Keyword Phrases in content each paragraph

Thank you!http://seosemadvice.com/


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SEO Content Contributors by Andrea H. Berberich @webpresenceopti