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Optimizing Content Visibility (St. Louis WordCamp)
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Optimizing Content Visibility (St. Louis WordCamp)


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If you enter content in a WordPress site and no one can find it, does it make an impact? Find out how to increase the visibility of the content in your WordPress site.

If you enter content in a WordPress site and no one can find it, does it make an impact? Find out how to increase the visibility of the content in your WordPress site.

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  • 1. If content is entered into a WordPress site and no one finds it, does it make an impact? Optimizing content visibility Teresa Lane Image Credit: @teresaalane
  • 2. What’s Content Visibility? 1. Getting found – relevance, search engine rank, social media, blogosphere, word of mouth 2. Getting clicked when you are found – relevance, search engine display (page title, meta description, structured data, Google+) 3. Getting conversions when you’re clicked – relevance, usability, navigability, valuable content
  • 3. We’re #1! • Good places to be first: – On the Scene – In Search Engine Rankings – In the Hearts of Users Image Credits:,
  • 4. Thinking First: Headlines • EyeTrack III study showed “big, bold” headlines are: – viewed first – most viewed, even above images • Clear, concise, focused • Start with the punchline
  • 5. Thinking First: Body Content • Information at the top of the page gets the most attention from users. • Average user spends 69% of time looking at page’s left side. • Important content: top of page, first in paragraph, first in sentence
  • 6. Visibility in Body Content • Scannable – Subheadings – Short paragraphs: 3 sentences, 1 topic • Give users next steps – No dead ends – Conversion or relevant content
  • 7. Thinking First: Site Hierarchy • Site hierarchy/structure often expressed primarily through navigation • Reflect idea organization in site hierarchy
  • 8. Site Structure Home Internal Link Main Categories (likely the top-level navigation) Content can link throughout the structure but lives in only one place to avoid duplicate content
  • 9. Site Structure: URLs • Keyword-focused page names are friendly for users and search engines • Tailor your permalinks (change the default) – Post Name (/%postname%/) usually best practice
  • 10. Topic Structure Home Link = Topical Relationship Categories: “Big,” Top-Level Topics, Likely General Content on specific subtopics that gets down into the nitty gritty, interlinks to promote next steps http://
  • 11. Keywords • What you want your site to be visible for • Queries that users type into search engines – Tap expressed interests – Deliver what users are looking for • For inspiration: – – – – Article topics Updating existing content Creating categories or sections of content Targeting social media • Remember: put keywords first! Image credit:
  • 12. Keyword Research Sources • • • • Google search with ~keyword to see terms Google considers synonyms (resulting SERP shows related words in bold) • • Analytics, Webmaster Tools, keyword lists
  • 13. The Optimized Page URL Title Tag Meta Description H1 Tag Image Alt Tag Body Content H2 Tag Midwest College| University of the Middle Discover the Midwest college you're looking for at University of the Middle, a Midwestern school offering students the right education for today's world. Midwest College _______ Midwest college _______. The university ____ ________________ ________ school in the Midwest. Photo with Alt Tag: Midwest college campus Choosing a Midwestern College __________________ ________________ St. Louis, Missouri colleges. __________ _______.
  • 14. Author Authority • Identify article or post’s author whenever possible – Link to author profile on your site
  • 15. Author Authority • Connect author identification with Google+ profile • Optimize Google+ profile (good headshot photo, be in circles with influencers, be active, etc.) – (rel=“author”) tag <a href=" Profile?rel=author">Google</a> – link from Google+ profile
  • 16. Duplicate Content • Duplicate content can hinder findability, user comprehension and trust • Can make search engines unable to distinguish the most relevant content, causing them not to display any of the site’s content in search results • The essential rule: every URL must contain unique, valuable content.
  • 17. Sitemaps HTML Sitemap • Made for users to navigate • No more than ~100 URLs • Use global <a href> format XML Sitemap • Helps spiders find more pages • Uploaded to the root directory • Submitted to Webmaster Tools
  • 18. Other XML Sitemaps • News • Video • Mobile • Images • Tools for Building Sitemaps – – – – – – Yoast SEO Plug-In
  • 19. More Than Words… News Video Social Media Information pulled from the web Images
  • 20. Images • Search engines can’t “see” images when crawling a page. – Use descriptive, keyword-focused alt text (alt=“”) – Descriptive file names • Alt tags for usability and ADA compliance (e.g., screen readers) Fill it in!
  • 21. Video • • • • Drives user engagement Social/community Visibility in SERP Titles, descriptions, transcripts • Video page is a “normal” page
  • 22. Visibility across Devices • Optimize for mobile – Let your site be wherever your users are • Responsive design goes with the flow – Show essentially the same content to all users, no matter where they’re looking
  • 23. Page Speed • Quick-loading site = good user experience • Lower bounce rates • Ranking factor, helps spiders to index more content • Just a couple of the many ways to prepare content for speed: – Optimize images – Enable compression
  • 24. Leverage Monitoring • Monitoring a site alerts you when something is wrong. • Monitor internal search queries and organic search queries for new content ideas
  • 25. Content must, ultimately, be great! Teresa Lane Image Credit: @teresaalane