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for
editors
• intro
• what is SEO
• SEO checklist for editors
• content quality
• headlines & page titles
• internal linking
• images
“ Recently, I listened to a senior manager state that the job of content
people was to create content, while linking, navi...
SEO = Search Engine Optimization
What is
SEO =
Source: http://searchengineland.com/guide/what-is-seo
Organic or paid search results – spot the diffference
Organic AND paid search results – total SERP domination 
Check if it
still looks
like this
LM India English - search as a traffic source – Aug 1 - Nov 22, 2015
LM India Hindi- search as a traffic source – Aug 1 - Nov 22, 2015
Change in sessions coming from Google (organic)
SEO = Search Engine Optimization
Which things are more
important than others?
Google says:
The three key processes in delivering search
results to you are
• Crawling:
Does Google know about your site?...
SEO checklist
for editors
A. content quality
B. topic and keywords
C. headlines & page titles
D. internal & external linking
E. tags
F. images
G. vi...
Search engines want to deliver great results, that's
why they weigh quality in many ways. Like ....
• which other web page...
Main content: bad quality page
Main content (MC)
almost empty
‘Bad quality’ page
http://eltoque.com/video/
ayotzinapa-somos-todos
Bad quality page (to Google)
http://eltoque.com/video/
ayotzinapa-somos-todos
Content quality: E.A.T.
Content quality: E.A.T.
Expertise
Is the content on the page
relevant to area of expertise
of site and author
Trust
Domain...
Important quality signal: links from others
If possible, make sure links are shown in the right places
http://www.bristol.ac.uk/global-insecurities/transforming-insec...
A. content quality
B. topic and keywords
C. headlines & page titles
D. internal & external linking
E. tags
F. images
G. vi...
Headlines & Page Titles
On-page headline
Headline on social media
Page title in search results
headline in link
Super important: the HTML title tag
Headlines
Write separate titles for Facebook & Twitter
Internal linking: always check your links!
https://lovematters.in/en/news/sex-animals-not-so-strange-rural-brazil
Internal linking: write descriptive links
https://justicehub.org/article/best-cartoons-palestine
But don’t give your reader too many options
Link at the end of an article: call to action
Images: add relevant alt text, and more
Lastly: meta descriptions of Hindi tags
… haven’t been translated yet.
Start using the list
1. content quality
2. topic and keywords
3. headlines
4. tags
5. internal linking
6. images
7. video ...
SEO checklist for editors Love Matters India session
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SEO checklist for editors Love Matters India session

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Slides for a workshop given to the editors of our website lovematters.in

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SEO checklist for editors Love Matters India session

  1. 1. for editors
  2. 2. • intro • what is SEO • SEO checklist for editors • content quality • headlines & page titles • internal linking • images
  3. 3. “ Recently, I listened to a senior manager state that the job of content people was to create content, while linking, navigating and search were ‘technical’ issues. Nothing could be further from the truth. If you are a web content professional your job is linking, navigating and searching far more than it is content creation. On the web, your content is valueless unless it is well linked, easy to navigate to and easy to find. That is not someone else’s job. It’s yours. “ http://www.gerrymcgovern.com/new-thinking/continued-decline-homepage
  4. 4. SEO = Search Engine Optimization What is
  5. 5. SEO = Source: http://searchengineland.com/guide/what-is-seo
  6. 6. Organic or paid search results – spot the diffference
  7. 7. Organic AND paid search results – total SERP domination  Check if it still looks like this
  8. 8. LM India English - search as a traffic source – Aug 1 - Nov 22, 2015
  9. 9. LM India Hindi- search as a traffic source – Aug 1 - Nov 22, 2015
  10. 10. Change in sessions coming from Google (organic)
  11. 11. SEO = Search Engine Optimization Which things are more important than others?
  12. 12. Google says: The three key processes in delivering search results to you are • Crawling: Does Google know about your site? Can we find it? • Indexing: Can Google index the important pages on your site? • Serving: Does the site have good and useful content that is relevant to the user's search?
  13. 13. SEO checklist for editors
  14. 14. A. content quality B. topic and keywords C. headlines & page titles D. internal & external linking E. tags F. images G. video & audio H. promotion & syndication Elements of the SEO checklist for Editors
  15. 15. Search engines want to deliver great results, that's why they weigh quality in many ways. Like .... • which other web pages link to this page? • is the text original or copied? • does the page have spelling, stylistic, or factual errors? • does the page load fast? • does the page work well on mobile? • is there sufficient main content on the page? Content quality See: More guidance on building high-quality sites
  16. 16. Main content: bad quality page Main content (MC) almost empty
  17. 17. ‘Bad quality’ page http://eltoque.com/video/ ayotzinapa-somos-todos
  18. 18. Bad quality page (to Google) http://eltoque.com/video/ ayotzinapa-somos-todos
  19. 19. Content quality: E.A.T.
  20. 20. Content quality: E.A.T. Expertise Is the content on the page relevant to area of expertise of site and author Trust Domain history, link graph, spam analysis Authority Who is linking to you? See: http://macedynamics.com/research/content-quality-score/
  21. 21. Important quality signal: links from others
  22. 22. If possible, make sure links are shown in the right places http://www.bristol.ac.uk/global-insecurities/transforming-insecurity/links.html Netherlands?
  23. 23. A. content quality B. topic and keywords C. headlines & page titles D. internal & external linking E. tags F. images G. video & audio H. promotion & syndication Some more elements of the checklist
  24. 24. Headlines & Page Titles On-page headline Headline on social media Page title in search results headline in link
  25. 25. Super important: the HTML title tag
  26. 26. Headlines Write separate titles for Facebook & Twitter
  27. 27. Internal linking: always check your links! https://lovematters.in/en/news/sex-animals-not-so-strange-rural-brazil
  28. 28. Internal linking: write descriptive links https://justicehub.org/article/best-cartoons-palestine
  29. 29. But don’t give your reader too many options Link at the end of an article: call to action
  30. 30. Images: add relevant alt text, and more
  31. 31. Lastly: meta descriptions of Hindi tags … haven’t been translated yet.
  32. 32. Start using the list 1. content quality 2. topic and keywords 3. headlines 4. tags 5. internal linking 6. images 7. video & audio 8. promotion & syndication Which section will you focus on next week?

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