SEO Best Practices Bruce M. Clay – President, Bruce Clay, Inc.
Overview – SEO Best Practice Areas <ul><li>On-Page Factors: Tags (Title, Description, Keyword, Headings, Body Copy) along ...
Overview – SEO Best Practice Areas <ul><li>Engagement Objects™: video, MP3, images, maps, books, news, blogs, etc., everyt...
Being A Subject Matter Expert <ul><li>If you are not a subject matter expert on the subject of a query why should your sit...
On-Page Factors – Head Section <ul><li>Should all be used but must be reasonable. Do not stuff keywords into the content. ...
On-Page Factors – Body Section <ul><ul><li>Body Section </li></ul></ul><ul><ul><ul><li>Heading Tags: <h1>, etc. are import...
Not Everyone Understands
Expertness <ul><ul><li>Inbound links: describe content of your page and give you PageRank value </li></ul></ul><ul><ul><li...
Copywriting <ul><ul><li>Use “clarification words” that help explain the meaning of your content, such as: </li></ul></ul><...
Engagement Objects <ul><ul><li>Flash is a problem if used to excess, but parts of Flash 10 can be indexed </li></ul></ul><...
Site Architecture <ul><li>Structure your site in “Silo’s”: theme aligned content paths with a clear relationship to surrou...
Server / Software Issues <ul><ul><li>Slow servers impact spidering of your content </li></ul></ul><ul><ul><li>Improper tec...
Summary <ul><li>Behave in a “natural” way within common normal ranges </li></ul><ul><li>Link out to experts in your areas,...
SEO Best Practices Bruce M. Clay – President, Bruce Clay, Inc. [email_address] http://www.bruceclay.com http://bruceclay.c...
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SMX@adtech: Search Engine Optimization Tactics — BruceClay

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SMX@adtech: Search Engine Optimization Tactics — BruceClay

  1. 1. SEO Best Practices Bruce M. Clay – President, Bruce Clay, Inc.
  2. 2. Overview – SEO Best Practice Areas <ul><li>On-Page Factors: Tags (Title, Description, Keyword, Headings, Body Copy) along with a clear subject-matter focus. </li></ul><ul><li>Expertness: Inbound Links, Outbound Links, Internal Links. Focus on controlling PageRank movement. </li></ul><ul><li>Copywriting: this is structural content (sentences versus bullet lists), sentence structure and word usage (complexity), clarification words. </li></ul>
  3. 3. Overview – SEO Best Practice Areas <ul><li>Engagement Objects™: video, MP3, images, maps, books, news, blogs, etc., everything in Google Universal results. </li></ul><ul><li>Site Architecture: aka., Siloing. You need to theme your content by the search query used. Also, crawlable sitemap and XML files. </li></ul><ul><li>Server / Software Performance: a slow server discourages spiders and you need a usable CMS. </li></ul>
  4. 4. Being A Subject Matter Expert <ul><li>If you are not a subject matter expert on the subject of a query why should your site rank well? </li></ul><ul><ul><li>Add substantial unique content about a specific subject </li></ul></ul><ul><ul><li>To several interconnected (linked) pages on that same subject (themes) </li></ul></ul><ul><ul><li>That is engaging and easy to understand </li></ul></ul><ul><ul><li>That is spoken about and linked to by other experts on the subject </li></ul></ul><ul><ul><li>And that is current (often updated and fresh). </li></ul></ul>
  5. 5. On-Page Factors – Head Section <ul><li>Should all be used but must be reasonable. Do not stuff keywords into the content. </li></ul><ul><li>Head Section </li></ul><ul><ul><ul><li>Page Title: 6 to 12 words most common </li></ul></ul></ul><ul><ul><ul><li>Page Description: 12 to 24 words most common </li></ul></ul></ul><ul><ul><ul><li>Keyword Tag: 24 to 48 words most common (not indexed except Yahoo) </li></ul></ul></ul>
  6. 6. On-Page Factors – Body Section <ul><ul><li>Body Section </li></ul></ul><ul><ul><ul><li>Heading Tags: <h1>, etc. are important, but like a table of contents </li></ul></ul></ul><ul><ul><ul><li>Image ALT tags: required for 508 (Disabilities) compliance. </li></ul></ul></ul><ul><ul><ul><li>Body Text: </li></ul></ul></ul><ul><ul><ul><ul><li>Shopping sites: 250 words, often in bullet lists </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Research Sites: 500 words mostly in sentences </li></ul></ul></ul></ul>
  7. 7. Not Everyone Understands
  8. 8. Expertness <ul><ul><li>Inbound links: describe content of your page and give you PageRank value </li></ul></ul><ul><ul><li>Outbound links: demonstrate the “reference site” aspect of you being an expert </li></ul></ul><ul><ul><li>Internal links: You get to vote for your most important pages with specific anchor text </li></ul></ul><ul><ul><li>Link to (and get links from) experts within the geo-targeted zone where you want to get traffic </li></ul></ul>
  9. 9. Copywriting <ul><ul><li>Use “clarification words” that help explain the meaning of your content, such as: </li></ul></ul><ul><ul><ul><li>My apple is a lemon vs. My Apple computer is a lemon </li></ul></ul></ul><ul><ul><ul><li>My mustang has horsepower vs. My Ford Mustang has horsepower. </li></ul></ul></ul><ul><ul><li>Write in a natural way for your audience, much like other subject matter experts </li></ul></ul><ul><ul><li>Be sure to localize (geo-target) if appropriate to your subject </li></ul></ul><ul><li>  </li></ul>
  10. 10. Engagement Objects <ul><ul><li>Flash is a problem if used to excess, but parts of Flash 10 can be indexed </li></ul></ul><ul><ul><li>MP3 sound tracks are being indexed </li></ul></ul><ul><ul><li>Images are searchable – as an image and as words on an image (see Google Book Project) </li></ul></ul><ul><ul><li>Blogs have high social value, as do feeds </li></ul></ul><ul><ul><li>News, Books, Maps are engaging (see Google Universal search results). </li></ul></ul>
  11. 11. Site Architecture <ul><li>Structure your site in “Silo’s”: theme aligned content paths with a clear relationship to surrounding pages. </li></ul><ul><ul><li>Align your content by how people search </li></ul></ul><ul><ul><li>With clear hierarchy in the navigation and link relationships </li></ul></ul><ul><ul><li>And that makes it clear that you have groups of content about every query term </li></ul></ul><ul><ul><li>Use both “user” and XML Sitemaps. </li></ul></ul>
  12. 12. Server / Software Issues <ul><ul><li>Slow servers impact spidering of your content </li></ul></ul><ul><ul><li>Improper technology for search engines can prevent indexing/spidering </li></ul></ul><ul><ul><li>Technology that prevents page editing (bad CMS) can prevent content from being properly implemented </li></ul></ul><ul><ul><li>Improper or missing redirects can harm link value transfers (bad redirects) </li></ul></ul>
  13. 13. Summary <ul><li>Behave in a “natural” way within common normal ranges </li></ul><ul><li>Link out to experts in your areas, and have some experts from each geographic area link to you </li></ul><ul><li>Write in a sentence structure or bullet list appropriate to the query keyword intent </li></ul><ul><li>Add engaging content to your site appropriate to the subject </li></ul><ul><li>Group content about a subject together, and cross-link within subject pages </li></ul><ul><li>Make sure that you can edit all parts of your page </li></ul><ul><li>Make sure your server is fast and spiders are not kept from their jobs </li></ul>
  14. 14. SEO Best Practices Bruce M. Clay – President, Bruce Clay, Inc. [email_address] http://www.bruceclay.com http://bruceclay.com/presentations/SMX-ad-tech-SEO-Tactics .pdf

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