seo for content marketing

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

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

<!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

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




4 On-Page SEOKeywordsLatent Semantic IndexingPage SegmentationSchema Markup

5 Other TipsRobots.txtSitemaps404 PagesURL Shorteners