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Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta
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Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta

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The slides in this "Content Optimization & Getting Your Work Found on Google" PowerPoint was utilized during Atlanta SEO Consultant Chris J. Everett of Captivate Search Marketing on April 15, 2014 …

The slides in this "Content Optimization & Getting Your Work Found on Google" PowerPoint was utilized during Atlanta SEO Consultant Chris J. Everett of Captivate Search Marketing on April 15, 2014 during a talk/presentation he gave to the Atlanta Chapter of the Society of Technical Communication.

During the presentation, Chris discussed fundamentals on What search engines are, the different types of search engines out there, how web search engines work, and why everyone in the business world so focused on Google.

Chris also discussed how to optimize web pages (and website content architecture) and PDF documents for optimal organic search value.

For more information on the presentation, as well as resources cited, visit his website at www.chrisjeverett.com/stcatlanta

Published in: Marketing, Technology, Design
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  • 1. Content Optimization & Getting Your Work Found On Google April 15, 2014 Chris Everett Principal Captivate Search Marketing
  • 2. Who is this guy? Chris Everett: Speaker Profile • Northern Transplant from Peoria, Illinois • BA in Corporate Communication - Northern Illinois University (2006) • Worked in Internet Marketing Since 2007 - Web Project Manager - SEO Consultant • Founded Captivate Search Marketing in 2009 Some Brands We Work With:
  • 3. Presentation Overview What We Will Cover Today: • Search Engines & How They Work • Optimizing Web Pages for Google Search • How to Optimize Website Content Organization • Off-site Marketing Strategies that Build Visibility • Special Bonus Section (If Time Permits)
  • 4. What is a Search Engine?
  • 5. Types of Search Engines • Desktop PC Search Engines • Built-In Website Search Engines • Intranet Search Engines • Extranet Search Engines • Web Search Engines
  • 6. How Web Search Engines Work
  • 7. Why is Everyone Obsessed with ? “LMGTFY.com” “Consult Dr. Google” “Google it!”
  • 8. Because it’s the 800lb Gorilla of Search! Note: Google is not actually a Gorilla. It is a Web Search Engine.
  • 9. How Do I Get Found on Google? There are over 200 Ranking Factors in Google’s Algorithm!
  • 10. Important Ranking Factors • Website/Document Content Optimization • HTML Markup & Meta Data • Keyword Relevancy • Topical Relevancy • Site Content Structure • Topical Authority on the Web • Number of Quality Links Pointing to Your Content • Social Media Engagement
  • 11. Finding the Right Keywords Use the Free Google Adwords Keyword Planner www.google.com/sktool/ Start typing in Phrases You Think People Might Be Searching For to Find Your Content
  • 12. Embrace “Longtail” Keywords
  • 13. You’ve Got Your Keywords… So Now What Do You Do With Them?
  • 14. Optimizing Web Pages for Google
  • 15. Tips for Optimizing Web Pages Utilize Keywords in the page's:  Meta Title <title>  Meta Description Tag  Web Page URL  Content Header Tags <h1><h2><h3>  Body Content Naturally
  • 16. Use Keywords in the Meta <title> Why Do This? • Meta Title is the most important tag on any web page. • It tells the search engine what your content is all about. • It displays in the Search Results!
  • 17. Use Keywords in the Meta <title> Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Example Optimized Title Tag Might Be: <title>Weber Genesis e-310 Manual Assembly | Weber Grill Manuals</title> Best Practice Tip: Keep Meta Title Tags at a 70 Character Max
  • 18. Use Keywords in Meta Description Why Do This? • This tag has no impact on where Google will rank the page organically • It displays in the Search Results and is essential for driving Click Throughs!
  • 19. Use Keywords in Meta Description Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Example Optimized Meta Description Might Be: <meta name=”description” content=”View Weber Genesis e-310 Manual Assembly Online at [Your Brand Name]. Download PDF Files of Weber Grill Manuals for Genesis e-310 Model Weber Grill Assembly.”> Best Practice Tip: Keep Meta Description at 160 Character Max
  • 20. Use Keywords in the URL Why Do This? • Page URLs have a direct impact how well your website ranks in terms of both structure and keyword relevancy • It displays in the Search Results!
  • 21. Use Keywords in the URL Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Example Optimized URL Might Be: http://www.yourwebsite.com/weber-grill-manuals/weber-genesis-e-310-manual- assembly.html Best Practice Tip: Keep URL at 2,048 Character Max
  • 22. Keywords in Content Header Tags Why Do This? • <h1> tags impact web page keyword relevancy. Similar to the <title> tag, it reasserts what the content on the page is about. • <h2> tags are like subheaders within a document, but also provide an opportunity to include targeted keywords on a page (Example Optimized Content Header Usage)
  • 23. Keywords in Content Header Tags Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Example Optimized Content Headers Might Be: <h1>Weber Genesis e-310 Manual & Assembly</h1> or <h1>Weber Genesis e-310 Assembly Manual</h1> <h2>Download Weber Genesis e-310 Assembly Manual</h2> Best Practice Tip: You should only have 1 <h1> tag per web page
  • 24. Use Keywords in Body Content Why Do This? • Keyword Relevancy, of course. • The trick is to add the targeted keyword phrases throughout your body content naturally so it still reads well for users. • Utilize <strong> tags on some mentions of your keywords – but not all of them. (Example Optimized Content Header Usage)
  • 25. Use Keywords in Body Content Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Example Optimized Body Content Might Be: <p>Have you lost your Weber Genesis e-310 Manual?</p> <p>Dumbfounded on the Weber Genesis e-310 Assembly?</p> <p>Download the Weber Genesis e-310 Assembly Manual.</p> <p>Get Full Grill Schematics in the Weber Genesis e-310 Manual.</p> Best Practice Tip: Do NOT keyword stuff. That's SPAM, and not the yummy kind!
  • 26. How Content Organization Impacts Your SEO Efforts
  • 27. How Content Organization Impacts Your SEO Efforts Develop Better Topical Relevancy  Group Content Logically into Content “Silos” or “Clusters”  Create Supporting Content  Build Around Relevant Longtail Keywords
  • 28. Group Related Content into “Clusters” or “Silos” Why Do This? • Search engines value content “theme” organization and tend to rank websites that use it higher in organic search. • It makes for a better user experience!
  • 29. Group Related Content into “Clusters” or “Silos” Example Optimized Content Cluster Might Be: Root Domain: www.yourwebsite.com Content Category: www.yourwebsite.com/weber-grill-manuals.html Content Subcategory: www.yourwebsite.com/weber-grill-manuals/genesis-series.html Content Landing Pages: www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html www.yourwebsite.com/weber-grill-manuals/genesis-series/s-310-manual-assembly.html www.yourwebsite.com/weber-grill-manuals/genesis-series/s-330-manual-assembly.html
  • 30. Create Supporting Content Why Do This? • Continue to Build Topical Authority on Subject Matter • Cross-Linking Opportunities • Creates more “Longtail” keyword opportunities for inbound traffic
  • 31. Create Supporting Content How to Do it Effectively: • Blogging • FAQ Sections • Video Tutorials • Image Galleries • Whitepapers • Comparison Pages The End Goal: Become a Go-To Resource for your Subject Matter!
  • 32. Create Supporting Content Our Example Keywords: Weber Genesis e-310 Manual Weber Genesis e-310 Assembly Weber Grill Assembly Assemble Weber Grill Supporting Content Ideas: • Blogging Series on Grilling Recipes • FAQs on Grill Maintenance • Video Tutorials on Grill Assembly • Grill Image Galleries • Whitepapers on Grill Series Enhancements • Comparison Pages – Gas vs Charcoal
  • 33. Off-site Marketing Strategies Building Links is Essential  Create a Content Marketing Strategy  Start Blogging!  Build Relationships with others in your industry  Engage thought leaders  Share on Social Media Why Do This? Link Authority = Trust = Higher Rankings
  • 34. Optimizing PDF Files for Google
  • 35. Tips for Optimizing PDFs 1. Use an Optimized File Name 2. Always Use Text Based PDFs 3. Utilize Your Keywords in Your • Document Title & Subject • Document Keywords 4. Keep File Size Small as Possible 5. Clean up the Reading Order 6. Write Protect Your Document
  • 36. Use an Optimized File Name Why Do This? • Keyword Relevancy - the file name becomes part of the document URL. vs
  • 37. Always Use Text Based PDFs Why Do This? • PDFs are not like normal HTML pages and Google gets confused when it crawls them and can’t determine what the content in the PDF document is about. • Google DOES understand plain text and will figure out what your PDF content is all about in plain text.
  • 38. Always Use Text Based PDFs Why Do This? • Processes are different depending on what program you're utilizing and exporting into a PDF document • There IS optical character recognition software available to convert image scans into text based for PDFs
  • 39. Use Your Keywords Strategically Why Do This? • It Boosts the Keyword Relevancy of your plain text PDF document when Google crawls and indexes it.
  • 40. Keep File Size Small As Possible Why Do This? • The larger the file, the slower it will load on your server, which affects both user experience and crawlability!
  • 41. Clean up the Reading Order Why Do This? • You’re able to assign (keyword rich) Alt text to images embedded in the PDF document. • There is speculation that Google can handle content header tags assigned in PDFs similarly to how it does with normal HTML documents.
  • 42. Write Protect Your Document Why Do This? Because it Prevents Others From Saving Your Work and Editing it (Including the Links Within Your PDF Documents)
  • 43. My Contact Information Email: chris@captivateseo.com Tel: (404) 953-2406 Fax: (404) 935-5355 Twitter: @ChrisJEverett / @CaptivateSearch Facebook.com/CaptivateSearch Linkedin.com/in/atlantaseoconsultant www.chrisjeverett.com
  • 44. Content Optimization & Getting Your Work Found On Google For More Information on Today's Presentation go to: www.chrisjeverett.com/stcatlanta

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