Content Optimization - The New Style

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Search engines make frequent changes to their algorithms. As search engines change the way they view websites, we must adapt the way we present information on our clients’ websites. Search Influence …

Search engines make frequent changes to their algorithms. As search engines change the way they view websites, we must adapt the way we present information on our clients’ websites. Search Influence Senior Account Manager, Alison Zeringue presents updates to the way we are writing on-page content as well as title tags and meta descriptions for our clients to enhance their SEO.

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  • Good morning everyone!Thank you for joining us for today’s webinar on Content – The New Style!As you know, Search engines make frequent changes to their algorithms. As search engines change the way they view websites, we must adapt the way we present information on our clients’ websites. Today we’ll discuss updates to the way we are writing on-page content as well as title tags and meta descriptions for your advertisers in their SEO packages.We’ll have plenty of time for questions at the end, and we’ll ask that you enter these questions or comments via the questions feature of Go To Webinar at the end of our presentation today.
  • Before we get into specifics of how we optimize content on a website, let’s talk briefly about what website content actually is!When we talk about website content, there are 4 main pieces we are referring to. These are the elements we strategically optimize with keyword rich text.
  • This is complicated version, but let’s break it down!
  • Title should be short but informative, Google will only display the first 70 characters in the SERP, so we typically strive to include our keyword close to the beginning.The business name should also be included in the title tag. Placement will depend on the type of page you’re optimizing!
  • Google displays approximately 160 characters of your meta description in the SERPs. Lead with the keyword and write a short description of what the page is about, working the keyword into your sentence as naturally as possible.Include a call to action with a goal of getting the user to visit the site (Required)Include the brand name or business name once in the Meta Description.Note that Google may choose to show some alternative text in place of the meta description in the event that it finds some other piece of text more relevant to the users search query!
  • The H1 works to reinforce the signals we are trying to send to the search engines with our meta and title tags. Also remember that this is going to be visible to the users of the site. Use the keyword mapped to that page but make it compelling for the reader.The H1 should be as natural as possible! Do not include a self referential link when implementing the H1.There’s no need to include the business name in the H1.
  • On-page content should MAX out at 400 words! Your word count is dependent upon the site and the type of business. Remember that no one likes to read very much online, and no one likes to scroll!Remember that website copy is SALES copy first and foremost. Make sure it includes real information about the business.Google can’t read punctuation! We can use this to our advantage and use punctuation to break up clunky keywords and make them sound more naturally interspersed throughout our page.Readability matters!Bulleted lists are encouraged.Sub-headings are encouraged.
  • If you attended our first webinar about Panda, Penguin and Venice, some of the following info may sound familiar!
  • The search engines can read your content to look for keyword clues, but they are not truly able to determine the quality of your content simply by reading it. There are other clues / statistics the SE spiders look to when evaluating the quality of your content. These include:Bounce Rate
  • Although the Google spiders can crawl and read your content for keywords, they simply can’t analyze the quality of your content simply by reading it. Google analyzes other metrics to determine the quality of your website content. Some of these may include:\Bounce Rate: the percentage of single page visits (visitors who left your site from the same page they entered)Pages viewed per visitThe Average Visit DurationAccording to Google, the average site’s bounce rate is 40%.
  • In recent years, Google’s algorithm has become more sophisticated and is able to identify blatant attempts at manipulating the algorithm as well as some not-so-blatant attempts. Website keyword optimization has evolved over the years, and many old school SEO tactics are now outdated!
  • 8 – 10 years ago, this type of keyword optimization worked to get a website ranking for a desired keyword.On this example, the keyword “Los Angeles DUI” is included on the page 17 times!
  • In recent years, with Panda updates and Google putting a stronger emphasis on content quality, it became more important to work in long-tail keywords within content without over-optimizing or “keyword stuffing”
  • - Today, these same principles apply from a few years ago, however Google has become smarter at the ability to read content for semantic keywords.- Google can now understand that “real estate birmingham” and “real estate in birmingham” and “alabama real estate” are all version of the same keyword.Keyword insertion:Loosened guidelines on keyword insertion to read more naturally. As Google has gotten smarter, it’s no longer as important to include specific keywords. We have more freedom to be more natural.LengthLength of content will vary based on client site template, vertical/industry, etc. No more than 300 words of content on a page, typically.If an older client seems unhappy about content that was already implemented on their site. Existing clients will get their content refreshed / reoptimized upon renewal
  • Many clients are located in suburbs, or want to rank in a nearby market. When it comes to expectation setting, we must make it a priority to make sure our clients understand that Google’s algorthim is inherently against this. Our number 1 focus is to optimize the clients site for their true physical location first. We also include mentions of the other markets the client services, but must first establish Google’s trust within the market they’re actually located!
  • The homepage is more of an overall representation of the brand, their overall category of service AND their true location
  • The homepage is more of an overall representation of the brand, their overall category of service AND their true location. We’ll add:A page heading with a nicely optimized and compelling title, including the overall category of service and the locationContent about the business including a list of services offered
  • Lack of contentUn-optimized imagesPoorly optimized page heading
  • Better optimized on page headingKeyword rich content
  • On each site, we’ll ensure there is a proper listing of the client’s Name, Address and Phone Number somewhere within the site template. This may be in the side bar, footer or header of the site.On all client sites we implement Schema coding, which is a type of markup that structures pieces of data on a website, making them easier for the SEs to digest and understand. Schema markup helps reinforce to Google the client’s Name, Address and Phone Number.
  • When the business has mutliple locations, instead of optimizing the site template, we’ll include a locations page, where we list ALL locations NAPs and link to an individual location landing page for each.
  • On all client sites we’ll optimize their contact us or location landing page to ensure local signals are reinforced. These optimizations will include:Proper listing of NAPSchema markup on NAPMap linking to Google+ Local listingOptional: Locally specific content
  • Help us help you!

Transcript

  • 1. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Alison Zeringue, Senior Account Manager, Search Influence Content – The New Style
  • 2. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence About Me: Alison Zeringue • LSU Advertising Graduate • SI Senior Account Manager, Influencer for 2+ years • Leads a Team of 4 Account Managers • Google AdWords + Bing Ads Certified
  • 3. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence What is Website Content? • Page Titles (Title Tags) • Page Descriptions (Meta Descriptions) • On-page Headings (H1) • On-page Content
  • 4. Title Tag URL Permalink Call to Action Heading Tags Anchor Text & Internal Links Optimized Content Contact Form ALT Tags
  • 5. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Title Tag Shows at the top of a browser window, and is the blue / bold title in Search Results
  • 6. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Meta Description • Built into the backside of a webpage and acts as a summary or description of that page • The Meta Description is also typically displayed in the 2 lines of black text on a SERP.
  • 7. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Page Heading (H1) Heading tags used on a page to create structure and provide visual cues to the reader.
  • 8. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence On-Page Content The on-page content that a visitor reads on a webpage can also be optimized so Search Engines can easily scan and know what your page is all about.
  • 9. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Pro Tip! Chrome Extensions Use Google Chrome as your go-to web browser & download the MozBar Extension (it’s FREE!)
  • 10. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence GETTING STARTED How Do You Optimize Website Content Effectively?
  • 11. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Which Pages Will Be Optimized? Always: Home Page Location/Contact Us Page
  • 12. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Which Pages Will Be Optimized? • There are some variables. – Dependent upon Keyword Package purchased – Dependent upon existing pages on website • Your Account Manager will complete keyword research, decide on targeted keywords with the client and develop a strategy for optimizing the site for these keywords.
  • 13. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Which Pages To Optimize? • For a certain keyword, your AM will choose one of the following: – Use an existing page to which we will add brand new content – Use an existing page to which we will optimize and enhance existing content – Add a brand new page to the site with brand new content
  • 14. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence CONTENT OPTIMIZATION BEST PRACTICES Making the Most Out of Website Content
  • 15. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence First Appearance: Worldwide, Feb 23, 2011 Penalty Reasons: 1. Thin Content 2. Content Farms 3. High Bounce Rates How to Overcome? 1. Replacing duplicate content 2. Use of unique content for submission based backlinks 3. No content spinning Who Benefited? Well written & informative content that appeals visitors Number of Updates: 13 % of Websites Affected? 12% Websites
  • 16. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Panda says NO! http://www.singlegrain.com/blog/google-panda-in-plain-english-infographic/
  • 17. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence How does Google measure quality of content?
  • 18. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence • It confuses Google! • Search engines don’t know which versions to include/exclude from their indices • They don’t know which versions to rank for query results! http://www.fanpop.com/clubs/animals/images/31984297/title/panda-bear-photo Why is Duplicate Content Bad?
  • 19. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence How Do We Find Duplicate Content? We conduct a duplicate content check on every website we work with!
  • 20. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Fixing Duplicate Content • Rewrite duplicated content to be 100% unique • Your AM will notify you and present some options! – Fold into existing package by replacing deliverables – Offer additional price per page to rewrite content if client would like corrected without replacing deliverables
  • 21. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Overall Keyword Optimization Over the Years
  • 22. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence 8 – 10 Years Ago
  • 23. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence 2 – 3 Years Ago
  • 24. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Today • Old: “If you are looking for real estate, Birmingham residents should call Smith Realty.” • New: “Smith Realty will provide you a selection of listings that meet your criteria for the perfect piece of real estate in Birmingham.”
  • 25. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Location-Based Search • #1 focus = true physical location • We naturally work in the clients’ service areas (including the “big city”)
  • 26. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Home Page Before Optimization
  • 27. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Home Page After Optimization
  • 28. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Internal Page Before Optimization
  • 29. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Internal Page After Optimization
  • 30. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Site Template
  • 31. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Multi- Location Businesses Locations Page
  • 32. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Location Landing Page
  • 33. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence
  • 34. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Help Us Write Great Content! • Help us make our clients happy: – Getting new client questionnaires – Encourage clients to speak up on kickoff calls – Help follow up with unresponsive clients – Help the client understand that we do expect them to have edits • We really want them to review and give us feedback • We want to make it EASY for them!
  • 35. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence How Can Clients Give Us Feedback? • They can send us their notes via email • We can have a phone call to walk through it • They can make edits within the document (make sure track changes is turned on – reps can help with this)
  • 36. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Questions? www.quickmeme.com
  • 37. Confidential, Property of Search Influence, LLC © 2013 @SearchInfluence Thank you! • azeringue@searchinfluence.com • searchinfluence.com/blog • @SearchInfluence