Smx Ad Tech Seo Tactics


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Smx Ad Tech Seo Tactics

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Smx Ad Tech Seo Tactics

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