create content with seo in mind: part 2 | rbm

Create Content With SEO in Mind

Part 2 - HTML Elements Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com

Welcome back!

Let’s start by doing a

quick recap of last

week’s presentation

By now you probably know all about:

1 2 3 Organic

Search

Paid

Search

Internal

Search

And you should be familiar with the concepts of

crawlers, humans, and search engines

This is what crawlers see

This is what we see

And this is

what the

crawler shows

us

If you still have any

doubts, be sure to check

our other presentation at

redbricksmedia.com/blog

So let’s get started and learn

about those HTML elements

needed for SEO

There are various

HTML elements

that we need to

check constantly

HTML elements basically tell the crawlers (search

engines) what the site is all about

Crawlers come,

read the HTML

code and start to

create an idea

(in their mind) of

what this

particular web

page contains

and what it’s all

about

So you can

understand the

importance that

HTML (and code)

elements have in

SEO...

They are basically

⅓ of the pie - the

other ⅔ are

content and links

There are many elements we can

cover, but we’re going to start with 3

simple ones you can use to

optimize your site fairly quickly

1 2 3 Meta

Tags

Header

Tags

Microdata

The ones we’re covering in this presentation are:

Meta tags are

HTML (or XHTML)

elements that are

used to provide

structured metadata

about a web page

Basically they are

short, powerful

descriptions of

the page

The most

important ones

are:1. Title Tag

2. Description

Tag and

3. Keyword Tag

Think of Title

Tags as the most

important

descriptive

sentence of the

document

<title> </title>

You see Title Tags in the top of your browser’s tabs

And in the search engine results

So as you can see,

Title Tags are

important for

search engines

and humans

The search engine

reads what the

page is about and

we see it in the

search engine

result and browser

The same happens

with the

Description Tag

It gives crawlers

and humans

information about

the page

And finally Keyword Tags

Keywords are used to

provide more

descriptive text to the

page

The Keyword Tag

used to be very

important, but thanks

to spammy practices, it

is no longer relevant

for search engines and

crawlers

So remember:

1.Title Tag (very important)

2. Description Tag (important)

3. Keyword Tag (less important)

Now let’s

move onto

the Header

Tags

The Header Tags are used to define HTML headings

There are 6 in total

<h1> to <h6>, H1

being the most

important one and

H6 the least

important one

Picture a Geography

Book:

H1 would be the main

title (World Geography)

H2 would refer to the

continents

H3 would be countries

H4 would be states

H5 would be counties

H6 would be cities

Header tags are very

important. On top of

the Meta Tags (Title,

Description, and

Keywords),they help

crawlers and search

engines understand

what the page is about

They should be unique and contain relevant keywords

and should be treated carefully

You need to have a

logical H structure in

your page

Imagine if a book had

several “main titles”... it

would make no sense

So it is highly

recommended to have

1 H1 and follow with

H2 - H6 according to

the importance

of that content

1 2 3 Meta

Tags

Header

Tags

Microdata

Until now we’ve covered Meta Tags and Headers,

so let’s move on to the last section

“Microdata is an HTML specification used to nest

semantics within existing content pieces on web

pages”

“Search engines, web crawlers, and browsers can

extract and process Microdata from a web page and

use it to provide a richer browsing experience”

“Search engines benefit greatly from direct access to

this data because it allows them to understand the

information on web pages and provide more relevant

results to users ”

Different Microdata tags need to be implemented to

provide the right information since every page is unique

Schema.org provides

a collection of HTML

tags that webmasters

can use to markup

their pages

Please visit that site in

order to learn

everything there is to

know about Microdata

and all the tags you

can use in your page

Here’s an example of how Microdata looks:

Yes... this is very technical, but trust me when I say it is

very very useful

If you implement Microdata Tags into each page, you

will be helping search engines find you, keeping you

ahead of your competitors

Up until now you've

learned a bit about:

1. Meta Tags

2. Headers

3. Microdata

But yes... there’s still more ground to cover

We’re still missing:

Keywords and

Content & Links

Check us out next week and learn how an

effective keyword strategy can boost your SEO

efforts

Thanks! Send us your questions and visit us at

www.redbricksmedia.com

Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com