Optimizing your site for contextual ads: SEO, Design and Content
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  • Setup our site for content and natural search traffic, continue to increase traffic and then continue to test and optimize for clicks.
  • Start with Information Architecture.
  • Define and refine the keywords that best match your target audience.
  • Develop your navigation and site structure based on your keyword research.
  • There are many more aspects to good IA. Read Adam Audette ’ s SEO Guide to IA for more details. It ’ s a few years old, but still very relevant.
  • Next step is to use Living Standard HTML (aka HTML5) to build your page. http://www.whatwg.org/specs/web-apps/current-work/multipage/
  • Utilized semantic elements to communicate to search engines what your content is (navigation, header, article, etc....).
  • An example of how a typical page would look using semantic elements.
  • HTML5 Boilerplate is one of the best places to help you get started with Living Standard HTML.
  • Use structured data for your content. It ’ s designed for people and computers.
  • This is an example of how structured data can be used in search results.
  • The original structured data formats were Microformats and RDFa. However, Living Standard HTML has introduced Microdata, which is being embraced by Google and other search engines.
  • The major search engines have created a resource for microdata, providing schemas for the different types of structured data.
  • Schema.org provide a VERY long list of schemas, but learning how to use microdata can be confusing and overwhelming.
  • We created Schema Creator to help people better understand how to use microdata.
  • Site speed is a ranking factor, so work on making your pages load fast for visitors.
  • Site speed is a ranking factor, so work on making your pages load fast for visitors.
  • After making the speed enhancements to your site, test it with GTmetrix.
  • If your site has good traffic and has been in existence for several months, Google Webmaster Tools may already have a speed report for it.
  • Be sure to include Social META Data on your content pages.
  • Facebook utilizes the Open Graph Protocol, which will enhance and control how your content is shared.
  • This is an example of the code and how it controls what data is shared on Facebook.
  • Forbes pulled an article that provided evidence from Google that the +1 button will be a ranking factor.
  • This, along with content and traffic source determines click-through rate
  • This, along with content and traffic source determines click-through rate
  • Can include product descriptions
  • Can include product descriptions
  • Can include product descriptions
  • Competitors will pay for direct placement
  • This, along with content and traffic source determines click-through rate
  • This, along with content and traffic source determines click-through rate
  • This, along with content and traffic source determines click-through rate
  • This, along with content and traffic source determines click-through rate
  • Create multiple ad styles
  • This, along with content and traffic source determines click-through rate
  • This, along with content and traffic source determines click-through rate

Optimizing your site for contextual ads: SEO, Design and Content Presentation Transcript

  • 1. SEO, DESIGN & CONTENT Optimizing Your Site for Contextual Ads Jon Henshaw Co-Founder & CPO @RavenJonSaturday, November 12, 11
  • 2. The Objective SEO & Content > Traffic > ClicksSaturday, November 12, 11
  • 3. Start with IASaturday, November 12, 11
  • 4. Keyword ResearchSaturday, November 12, 11
  • 5. Site StructureSaturday, November 12, 11
  • 6. SEO Guide to IA http://raven.im/p4UA7SSaturday, November 12, 11
  • 7. Living Standard HTMLSaturday, November 12, 11
  • 8. Semantic Elements http://raven.im/obswfn nav, header, footer, section, article and asideSaturday, November 12, 11
  • 9. Saturday, November 12, 11
  • 10. http://html5boilerplate.comSaturday, November 12, 11
  • 11. Structured Data For people and bots!Saturday, November 12, 11
  • 12. Saturday, November 12, 11
  • 13. Structured Data Options Microformats RDFa MicrodataSaturday, November 12, 11
  • 14. schema.org Microdata schemas for people, products, events, organizations, movies, books, reviews and much moreSaturday, November 12, 11
  • 15. Saturday, November 12, 11
  • 16. http://schema-creator.orgSaturday, November 12, 11
  • 17. Section Targeting <!-- google_ad_section_start --> Your main content <!-- google_ad_section_end --> <!-- google_ad_section_start(weight=ignore) --> Unrelated content <!-- google_ad_section_end -->Saturday, November 12, 11
  • 18. Site Speed Caching CDN Image Compression Good HostingSaturday, November 12, 11
  • 19. http://gtmetrix.com/Saturday, November 12, 11
  • 20. Google Webmaster ToolsSaturday, November 12, 11
  • 21. Social META DataSaturday, November 12, 11
  • 22. Open Graph Protocol http://raven.im/pX2P1XSaturday, November 12, 11
  • 23. Saturday, November 12, 11
  • 24. Forbes: +1 Ranking Signal http://raven.im/nz5EvKSaturday, November 12, 11
  • 25. Design & Layout Funneling, Integration & AttentionSaturday, November 12, 11
  • 26. Funnel and Integrate Guide the Reader Intermingle into contentSaturday, November 12, 11
  • 27. Attention They have to see it to read and click itSaturday, November 12, 11
  • 28. Saturday, November 12, 11
  • 29. Saturday, November 12, 11
  • 30. Saturday, November 12, 11
  • 31. Saturday, November 12, 11
  • 32. Saturday, November 12, 11
  • 33. Testing If you want to make money you must test design and placementSaturday, November 12, 11
  • 34. Ad StylesSaturday, November 12, 11
  • 35. Ad Units and Custom Channels Be Descriptive Ad Style, Location, Section, etc...Saturday, November 12, 11
  • 36. Use Blocking Options Irrelevant or offensive ads keep you from making moneySaturday, November 12, 11
  • 37. Content Optimization A never ending processSaturday, November 12, 11
  • 38. Keyword Research AdWords SERPs (Searches related to) OpenCalaisSaturday, November 12, 11
  • 39. Content Strategies Comprehensive Informative Actionable Reviews CompetitionSaturday, November 12, 11
  • 40. Comprehensive Authoritative Well Researched Excellent Link BaitSaturday, November 12, 11
  • 41. Informative Product Descriptions NewsSaturday, November 12, 11
  • 42. Actionable How-to cook How-to make How-to fixSaturday, November 12, 11
  • 43. Reviews Use Structured Data Attracts BuyersSaturday, November 12, 11
  • 44. Competition Writing about products and services will attract their competitorsSaturday, November 12, 11
  • 45. Find me online at @RavenJon Jon Henshaw Co-Founder & CPO @RavenJonSaturday, November 12, 11