1. Tips & Techniques: Optimize the Indexing of your Website in Google and Other Search Engines Mike Rogers - Optimize Search MarketingSponsored by:
2. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedin theidm.com/trainingfacebook.com/theidm *Conditions apply
3. Optimise the Indexing of Your Website in the Search Engines Mike Rogers Managing Director Optimize Search Marketing firstname.lastname@example.org www.optimize.co.uk
4. What You Will Learn Today• How to get the basic tags are defined correctly – Ensure you get the basics for titles and description meta tags defined correctly• How to use Webmaster Tools to identify problems – See where your title and description meta tags are non-existent, too long, too short or duplicated• SML Sitemap – Configure your Sitemap effectively to aim towards 100% indexation• Schema.org – Employ standard schemas where appropriate to help the search engines help you• Additional tags – Understand the power of the “rel=canonical” and “author” tags to highlight to search engines where duplicate content might exist
5. Title Tags 5
6. Title Tag Recommendations• The most important of the on-page keyword elements• Should preferably employ the primary target keyword term/phrase as the first word(s)• Do not feel the need to place your brand in the title tags• Restrict length of title tags to 65-70 characters• Be consistent
7. Description Meta Tags 7
8. Description Tag Recommendations• Good usage can boost click-through rate• Be factual• Include relevant keywords• Keep it to around 160 characters (including spaces)• Do NOT employ descriptions across the board
9. General Tagging 9
10. General Tagging• Other tags that need to be used appropriately include: – Primary header (<h1>) – Secondary headings (<h2>, <h3> etc...) – Images (‘alt’ tags) – Bold text – Bullet point lists
11. Webmaster Tools 11
12. Webmaster Tools
13. XML Sitemap 13
14. XML Sitemap• Sitemaps are an easy way for webmasters to inform search engines about pages on their sites so that search engines can more intelligently crawl the site.• A Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL• Sitemap use has wide adoption, including support from Google, Microsoft and Yahoo!.
16. Schema.org 18
17. Schema.org• A schema is a collection of html tags that can be used to markup pages in ways that are recognised by search engines.• On-page markup enables search engines to understand the information on web pages and provide richer search results• Google, Bing and Yahoo! rely on this markup to improve the display of search results.
19. Common Schemas
20. Rel=“Canonical”Recommendation 23
21. rel=“canonical”• A canonical page is the preferred version of a set of pages with highly similar content.• Add a rel="canonical" link to the <head> section of the non- canonical version of each HTML page. For example, on a page: http://www.example.com/product.php?item=swedish-fish&sort=pr Add in the <head> tag: <link rel="canonical" href="http://www.example.com/product.php? item=swedish-fish"/>
22. Author Tag 25
23. Author Tag
24. Author Tag on Google• First, youll need a Google Profile• Add a good, recognisable headshot as your profile photo• Then, verify authorship of your content by associating it with your profile• Google doesnt guarantee to show author information in Google Web Search or Google News results.
25. Author Tag on Google• Add your name (required) and email address (recommended) on each page containing your content• Add your email address to your Google profile• Link your content to your Google Profile – Add the personal badge to your site – Create a manual link to your Google Profile from your webpage. Your link must contain the ? rel=author parameter.
26. Thank You! Mike Rogers Managing DirectorOptimize Search Marketingmike.email@example.com www.optimize.co.uk
27. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedin theidm.com/trainingfacebook.com/theidm *Conditions apply