SEO for Content Marketing

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SEO

SEOContent MarketingForAndrea Stark

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1 SEO Basics and Terminology

2 Meta Information & URLs

3 Image Optimization

4 On-Page SEOKeywordsLatent Semantic IndexingPage SegmentationSchema Markup

5 Other TipsRobots.txtSitemaps404 PagesURL Shorteners

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1 SEO Basics and Terminology

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Users click on your content and see your landing pageUsers see the SERPUsers entera search query Content is crawled by Google, then indexed and cached

How will users find your web content?You Add Content to Website

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Algorithm

A process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer.

White Hat vs. Black Hat SEO

White 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.

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What types of information are users searching for?

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Informational

Knowledge Graph giving the user the definition of a metaphor

Informational Covers a broad topic. There may be thousands of relevant results for this information, or it may be shown to the user in the form of a knowledge graph.7

Transactional

Sponsored ads to buy red shoes

Transactional - Queries where the user is anticipating to perform an action, like making a purchase, or downloading something.8

Navigational

Direct URL to Blue Wahoos Website

Navigational Queries where a user is expecting to reach a particular website.9

2 Meta Information & URLs

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IMS ExpertServices: Expert Witness Search

Meta Information

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Easy to Read

www.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 StructureShorter 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.

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Avoid Duplicate Content

URL Structure

Spaces

www.domain.com/our-services

V.

www.domain.com/our%20services

Spaces turn into %20 in URLs and are unsightly for users

Add this code to the duplicate page, so web crawlers know which is the original

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3 Image Optimization

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Image File Names

Alt AttributeWhen naming image files, use keywords that explain what the image is.

Image Optimization

Alt Text

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4 On Page SEO

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Search Engines cant 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

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Search Term: BearsWhat would you expect to see?

Latent Semantic Indexing

The AnimalThe Sports Team

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Page Segmentation & Semantic Distance

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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 MarkupNot Using Schema Markup

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Titanic

Director: James Cameron(born August 16, 1954)

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Schema Markup

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5 Other Tips

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Robots.txtA robots.txt page allows webmasters to give web crawlers instructions on how to crawl websites.Sample Code:

User-agent: *Disallow: */?page=1

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Sitemaps

URLHow frequently the page content changesPriority - indicates how frequently you want the page crawled

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404 PagesEvery website should have a 404 page

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404 Pages

The Bad

Generic 404 Page

Blames the user for typing the URL incorrectly

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404 PagesThe Good

Matches 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 for

Humorous matches the brand and voice of the company

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URL ShortenersURL 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

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Recap

1 SEO Basics and Terminology

2 Meta Information & URLs

3 Image Optimization

4 On-Page SEOKeywordsLatent Semantic IndexingPage SegmentationSchema Markup

5 Other TipsRobots.txtSitemaps404 PagesURL Shorteners

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