SEO, DESIGN & CONTENT                            Optimizing Your Site for Contextual Ads    Jon Henshaw    Co-Founder & CP...
The Objective          SEO & Content > Traffic > ClicksSaturday, November 12, 11
Start with IASaturday, November 12, 11
Keyword ResearchSaturday, November 12, 11
Site StructureSaturday, November 12, 11
SEO Guide to IA                        http://raven.im/p4UA7SSaturday, November 12, 11
Living Standard HTMLSaturday, November 12, 11
Semantic Elements                            http://raven.im/obswfn                               nav, header, footer,    ...
Saturday, November 12, 11
http://html5boilerplate.comSaturday, November 12, 11
Structured Data                            For people and bots!Saturday, November 12, 11
Saturday, November 12, 11
Structured Data Options                                    Microformats                                       RDFa        ...
schema.org          Microdata schemas for people, products, events,          organizations, movies, books, reviews and muc...
Saturday, November 12, 11
http://schema-creator.orgSaturday, November 12, 11
Section Targeting                            <!-- google_ad_section_start -->                                 Your main co...
Site Speed                                 Caching                                  CDN                            Image C...
http://gtmetrix.com/Saturday, November 12, 11
Google Webmaster ToolsSaturday, November 12, 11
Social META DataSaturday, November 12, 11
Open Graph Protocol                       http://raven.im/pX2P1XSaturday, November 12, 11
Saturday, November 12, 11
Forbes: +1 Ranking Signal                            http://raven.im/nz5EvKSaturday, November 12, 11
Design & Layout     Funneling, Integration & AttentionSaturday, November 12, 11
Funnel and Integrate                    Guide the Reader                 Intermingle into contentSaturday, November 12, 11
Attention                              They have to see it                            to read and click itSaturday, Novemb...
Saturday, November 12, 11
Saturday, November 12, 11
Saturday, November 12, 11
Saturday, November 12, 11
Saturday, November 12, 11
Testing   If you want to make money you  must test design and placementSaturday, November 12, 11
Ad StylesSaturday, November 12, 11
Ad Units and Custom Channels                 Be Descriptive         Ad Style, Location, Section, etc...Saturday, November ...
Use Blocking Options               Irrelevant or offensive ads             keep you from making moneySaturday, November 12...
Content Optimization                            A never ending processSaturday, November 12, 11
Keyword Research                               AdWords                                SERPs                               ...
Content Strategies                             Comprehensive                              Informative                     ...
Comprehensive                              Authoritative                            Well Researched                       ...
Informative                            Product Descriptions                                   NewsSaturday, November 12, 11
Actionable                            How-to cook                            How-to make                             How-t...
Reviews                            Use Structured Data                              Attracts BuyersSaturday, November 12, 11
Competition                  Writing about products and                   services will attract their                     ...
Find me online at                             @RavenJon    Jon Henshaw    Co-Founder & CPO    @RavenJonSaturday, November ...
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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

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