3. Metadata & On Page Optimisation

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This deck looks at how metadata can be a powerful signal in how a search engine reads the content of a site, and how strong on-page optimisation works.

This deck looks at how metadata can be a powerful signal in how a search engine reads the content of a site, and how strong on-page optimisation works.

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    No notes for slide
  • NB – the number of characters is wrong
  • Pulled from yahoo site explorer
  • You can run a keyword density report – touch on this laterIt’s outdated so we’re not talking about it properly
  • Also shows on-page SEO
  • Alternate text is supposed to be for blind users, text-only browsers, etcUsed by search engines to ascertain what the content of an image isLogo is suboptimal image text – why not have “Australia’s favourite online dog bed store”
  • This is a header tag, headers also used to define what a page is aboutKeywords are present here – dog beds, dog bed
  • Zooming in here on the product infoThis is something every ecommerce site has
  • Here’s a header tag with keywords
  • Here we can see alt-text with keywords
  • Product names are in a header tag
  • Also the same on the others --
  • Except this one!
  • So this is giving me a good idea on the keywords that are being targeted on this page, all thanks to SEO X-ray.
  • Xenu brings down the title and description of all pages on your site
  • So this is giving me a good idea on the keywords that are being targeted on this page, all thanks to SEO X-ray.
  • Export both, pop them into a spreadsheet
  • Numbers of characters
  • Over-zealous metatags
  • Over-zealous metatags – with spelling mistake
  • Truncated!! OH NO
  • Here’s why
  • Compliance+ keywords = win

Transcript

  • 1. Metadata
  • 2.
  • 3. Finding Metadata
    View HTML Source
  • 4. View HTML Source
    CTRL+U in Firefox & Chrome
  • 5. View HTML Source
    CTRL+U in Firefox & Chrome
  • 6. View HTML Source
    CTRL+U in Firefox & Chrome
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Finding Metadata
    View HTML Source
    SEO X-Ray
  • 12. Finding Metadata
    bit.ly/seofirefox
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Finding Metadata
    View HTML Source
    SEO X-Ray
    Xenu Link Sleuth
  • 31.
  • 32.
  • 33.
  • 34. Why Is Metadata Important?
    Good metadata
    Good SERP snippet
  • 35. Why Is Metadata Important?
    65-character Title
  • 36. Why Is Metadata Important?
    65-character Title
    156-character description
  • 37. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 38. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 39. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 40. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 41. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 42. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 43. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 44. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 45. Snippet Optimiser
    bit.ly/snippetoptimiser
  • 46. Why Is Metadata Important?
    65-character Title
    156-character description
  • 47. Check Your Site’s Metadata
    Xenu Link Sleuth
    Export to TSV, Open in Excel
    Use LEN command to check number of characters
  • 48. Check Your Site’s Metadata
    Xenu Link Sleuth
    Export to TSV, Open in Excel
    Use LEN command to check number of characters
    Max 65 for title
    Max 156 for description
  • 49. Other Metatags
  • 50. Keywords
    <meta name="keywords" content="bitly,
    awesome, url shortener" />
    Keywords metatag is ignored by search engines
    No harm in a handful of keywords
  • 51. Robots
    <meta name="robots" content="noindex">
    Tells search engines not to index this page
  • 52. Robots
    <meta name="robots" content="nofollow">
    Tells engines not to follow links on this page
  • 53. Robots
    <meta name="robots" content="noindex,nofollow">
    Do not index page, do not follow links
  • 54. Robots
    <meta name="robots" content="noodp">
    Do not use Open Directory Project