Content Structure & UX Guide by Kayak

Kayak Marketing
Kayak MarketingCEO, Kayak Online Marketing & Certified HubSpot Partner at Kayak Marketing
The Whole is Greater
than the sum of its parts
Focus on a Single Topic
think beyond keywords
Meta Descriptions
are critical but do not affect SEO
Only a Single H1 Per Page
keep headlines search-friendly
Inverted Pyramid Writing Style
journalists will rule the web
Include Images
with topical, search-friendly alt text
Use Bullet Points
to make your point
Prompt Action
with a call-to-action
Links Are Not Created Equal
context and relevance are key
User Experience Matters
keep it simple smarty
A Matter of Intent
qualifying your prospects
Social Engagement
networking 2015 style
The Technical Details
Why Structure Content?
Structure is important for readability
It’s also important for SEO
Kayak Online Marketing
Is Your Content Being
Used For or Against You?
Could you be crowded out
of search listings – and
your readers’ attention –
by your own content?
Kayak Online Marketing
Is Your Content Being
Used For or Against
You?
Could you be crowded out of search
listings – and your readers’ attention
– by your own content?
Search engines also like
well-structured content
because it helps them
figure out the topic, key
words, intent, and context.
Website/Business Name
Web Page Title Here;
What This Page Is
About
Paragraphical body copy is here, and
it’s the main content of the page. It
should be relevant to the title.
Most important information
Supporting details
Etc.
Page Title, H1 Headline, Key Content
Emphasis, imagery…
CTA
Page Title, H1 Headline, Key Content
Emphasis, imagery…
CTA
Qualified Lead
Our Recommendations
BREVITY IS GOOD
OED
brevity |ˈbrɛvɪti|
noun [ mass noun ]
concise and exact use of words in writing or speech
Your Page Title Here
Your Page Title Here
https://www.yourcompany.com/landing-page
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Nullam ultricies arcu sed eros posuere facilisis. Aliquam non…
One of the most important ranking factors
Your company name should go at the end
Don’t stuff keywords
Be descriptive, but succinct
Meta Description
A HOOK FOR SEARCHERS
Meta descriptions are not a ranking factor
Should be compelling, enticing, and brief
Aim for 140-160 characters
A Very Compelling Page Title
https://www.yourcompany.com/landing-page
Tease your page with a meta description because you want
people to click through, but don’t go too long otherwise …
KAYAK’s title/meta tool
http://kyak.mobi/1RqM5M7
RED VELVET CATERING
11 Tips for a Perfect Corporate Event
There’s nothing worse than throwing a corporate event for a group
of respectable and powerful guests, and having them be
uncomfortable or displeased. Whether it’s the quality of the food,
the seating arrangements, or the tote bag full of swag, every part of
your event matters. Here’s how to keep guests talking about it.
redvelvet.ca/11-tips-for-a-perfect-corporate-
11 Tips for a Perfect Corporate Event
ONE H1 PER PAGE
Sometimes, this will be
the same as your page
title, especially for blog
posts and news updates.
Other times, you can be
more strategic about your
title and H1 choices.
RED VELVET CATERING
11 Tips for a Perfect Corporate Event
There’s nothing worse than throwing a corporate event for a group
of respectable and powerful guests, and having them be
uncomfortable or displeased. Whether it’s the quality of the food,
the seating arrangements, or the tote bag full of swag, every part of
your event matters. Here’s how to keep guests talking about it.
TELL THE STORY
500-800 words per page is great
Keep each page about a singular topic
Limit links to about two per page
11 Tips for a Perfect Corporate Event
There’s nothing worse than throwing a corporate event for a group
of respectable and powerful guests, and having them be
uncomfortable or displeased. Whether it’s the quality of the food,
the seating arrangements, or the tote bag full of swag, every part of
your event matters. Here’s how to keep guests talking about it.
1 Balance Frugal and Opulent
Possibly one of the biggest misses of nearly any corporate event is
that the atmosphere is often far too stiff. Most of the time, this is
because the event is too formal and too elegant. A business event
should typically not feel like a grand ball or a fancy cocktail party.We hope you find these eleven tips helpful and informative, but
USE COMPELLING IMAGERY
Content Structure & UX Guide by Kayak
3 Easy and Proven Ways to Scare Away Your Prospects
Today, I’m going to show you how to get rid of those annoying leads and customers,
and make sure that your website stays conversion-free, with my three can’t miss —
proven and proven — ways to scare away prospects fast!
WWW.KAYAKONLINEMARKETING.COM | BY RANDY MILANOVIC
Kayak Online Marketing
September 10 •
Make your site conversion-free with 3 ways
to scare away prospects fast!
#tongueincheek kyak.mobi/1JWQFxk
Randy Milanovic
@kayak360
Make your site conversion-free with 3 ways
to scare away prospects fast!
#tongueincheek kyak.mobi/1JWQFxk
Following
Alt text here
Alt text is used in a few ways:
• It is used as an alternative to the image if the
image is not loaded for some reason.
• It is used by screen readers, for accessibility.
• It can provide additional context for the image.
It’s also used by search engines so that they can
figure out what the image is.
In addition, search engines understand what it is
from context and file name.
Alt text is still the most important image ranking
factor, however.
Use relevant keywords in a sentence in your alt text
but, as with everything, do not stuff key phrases.
1 Balance Frugal and Opulent
Well-known factors that will almost always affect the atmosphere
of your event include:
•Venue choice
•Music selection
•Dress code
But there are other, less well-known factors that can have an
impact. While these are not as well-known, soWe hope you find these eleven tips helpful and informative, but
there’s a lot more that goes into a good corporate event than
simply ensuring that every guest’s gift bag is full. With that in
mind, we’ve put together a short free guide to planning, organizing,
and running your next corporate event. Begin planning today.
Your Complete
Corporate Event
USE BULLET POINTS
Sometimes, it makes more sense to describe your
product or service in paragraphical form. By
crafting longer-form content, you can explain the
nuances of your offering for those who are doing
deep research.
But we know that some people will “skim” at a
higher level, trying to get to the key points.
• Bullets are great for short, concise points.
• Search engines pay attention to bullet points;
they like that they break up content.
• Don’t structure everything in bullet points,
though; if everything on your page is “special”,
nothing is differentiated.
GET IT NOW
we’ve put together a short free guide to planning, organizing, an
running your next corporate event. Begin planning today.
Your Complete
Corporate Event
Planning Guide
INCLUDE A CALL-TO-ACTION
This should be a “next step” for your readers.
It should be a continuation of the topic and
related to it, but prompt a more direct action.
The destination isn’t necessarily continued high-
level research; it’s more actionable.
• Keep content focused and succinct
• You get one H1 per page
• Use imagery strategically
And, while we're on the topic of SEO, links and search engine
optimization, you may want to pick up our Local SEO checklist.
DOWNLOAD
BOTH LINKS POINT TO THE SAME LANDING PAGE
Local SEO
Checklist
All links on the page — especially the CTA links —
should be immediately relevant to the page topic.
There are many reasons your plumbing may not be performing as well as it
should. Sometimes, you’ll figure it out very quickly by turning a valve or using
a liquid drain cleaner. Other times, it’s best to call the professionals.
But it’s possible to avert many of these major problems entirely with regular
maintenance that you can do at home, and with occasional checkups from
trade-certified plumbers.
Whether it’s us you call or someone else — though we hope it’s us, of course
— regular maintenance and upkeep is your key to avoiding everything from
minor inconveniences to major catastrophes. If you do have a major
catastrophe, there are low-cost insurance options available.
LEARN MORE
$
This looks suspicious
There are many reasons your plumbing may not be performing as well as it
should. Sometimes, you’ll figure it out very quickly by turning a valve or using
a liquid drain cleaner. Other times, it’s best to call the professionals.
But it’s possible to avert many of these major problems entirely with regular
maintenance that you can do at home, and with occasional checkups from
trade-certified plumbers. We have created a free preventative maintenance
checklist and calendar for you to keep track.
Whether it’s us you call or someone else — though we hope it’s us, of course
— regular maintenance and upkeep is your key to avoiding everything from
minor inconveniences to major catastrophes.
DOWNLOAD
ELVET CATERING
redvelvet.ca/11-tips-for-a-perfect-corporate-event
for a Perfect Corporate Event
USE DESCRIPTIVE PAGE & FILE NAMES
Be careful with key phrases. Make sure they’re
definitely relevant to the page or the file.
Separate words with dashes (-), not underscores
(_). Search engines understand dashes as
separate words.
Optionally, add the file’s function, size, or other
relevant information to its name (your-key-phrase-
here-hero.jpg, market-study-2015.pdf)
4014 Macleod Trail SE #318

Calgary, AB T2G 2R7

Canada

403 228 2525
Bonus: Get the Local SEO Guide
kyak.mobi/1ZSn1DY
1 of 55

Recommended

UX Fundamentals for Startups by
UX Fundamentals for StartupsUX Fundamentals for Startups
UX Fundamentals for StartupsGrowth Hacking Asia
41.9K views103 slides
Product Management Workshop by
Product Management WorkshopProduct Management Workshop
Product Management WorkshopGrowth Hacking Asia
1.9K views37 slides
What is UX v2 by
What is UX v2What is UX v2
What is UX v2Mike Gallers
343 views55 slides
Improving your site's usability - what users really want by
Improving your site's usability - what users really wantImproving your site's usability - what users really want
Improving your site's usability - what users really wantleisa reichelt
5.2K views87 slides
3 Methods to Master Agile UX Testing | UserZoom Webinar by
3 Methods to Master Agile UX Testing | UserZoom Webinar3 Methods to Master Agile UX Testing | UserZoom Webinar
3 Methods to Master Agile UX Testing | UserZoom WebinarUserZoom
3.1K views52 slides
UX? WTF? - Intro To User Experience Design Pt. 1 by
UX? WTF? - Intro To User Experience Design Pt. 1UX? WTF? - Intro To User Experience Design Pt. 1
UX? WTF? - Intro To User Experience Design Pt. 1Sebastian Tory-Pratt
1.5K views163 slides

More Related Content

What's hot

ProductTank: What do UX people want from PMs and how can they best work toget... by
ProductTank: What do UX people want from PMs and how can they best work toget...ProductTank: What do UX people want from PMs and how can they best work toget...
ProductTank: What do UX people want from PMs and how can they best work toget...Mind the Product
23.8K views13 slides
Why User Experience Matters | By UX Professionals from Centerline Digital by
Why User Experience Matters | By UX Professionals from Centerline DigitalWhy User Experience Matters | By UX Professionals from Centerline Digital
Why User Experience Matters | By UX Professionals from Centerline DigitalCenterline Digital
13K views34 slides
What is UX? by
What is UX?What is UX?
What is UX?Nata Suu
11.4K views70 slides
Best UX Quotes! by
Best UX Quotes!Best UX Quotes!
Best UX Quotes!UX Alive Conference
8.6K views24 slides
Are You An User Experience Designer by
Are You An User Experience DesignerAre You An User Experience Designer
Are You An User Experience DesignerVinay Mohanty
41.3K views101 slides
UX Bootcamp Fall 2015 General Assembly by
UX Bootcamp Fall 2015 General AssemblyUX Bootcamp Fall 2015 General Assembly
UX Bootcamp Fall 2015 General AssemblyJacklyn Burgan
3.4K views107 slides

What's hot(20)

ProductTank: What do UX people want from PMs and how can they best work toget... by Mind the Product
ProductTank: What do UX people want from PMs and how can they best work toget...ProductTank: What do UX people want from PMs and how can they best work toget...
ProductTank: What do UX people want from PMs and how can they best work toget...
Mind the Product23.8K views
Why User Experience Matters | By UX Professionals from Centerline Digital by Centerline Digital
Why User Experience Matters | By UX Professionals from Centerline DigitalWhy User Experience Matters | By UX Professionals from Centerline Digital
Why User Experience Matters | By UX Professionals from Centerline Digital
Centerline Digital13K views
What is UX? by Nata Suu
What is UX?What is UX?
What is UX?
Nata Suu11.4K views
Are You An User Experience Designer by Vinay Mohanty
Are You An User Experience DesignerAre You An User Experience Designer
Are You An User Experience Designer
Vinay Mohanty41.3K views
UX Bootcamp Fall 2015 General Assembly by Jacklyn Burgan
UX Bootcamp Fall 2015 General AssemblyUX Bootcamp Fall 2015 General Assembly
UX Bootcamp Fall 2015 General Assembly
Jacklyn Burgan3.4K views
10 Truths to Great Product Experiences by Jeremy Johnson
10 Truths to Great Product Experiences10 Truths to Great Product Experiences
10 Truths to Great Product Experiences
Jeremy Johnson46.5K views
UX Lesson 4: Task & Feature Analysis by Joan Lumanauw
UX Lesson 4: Task & Feature AnalysisUX Lesson 4: Task & Feature Analysis
UX Lesson 4: Task & Feature Analysis
Joan Lumanauw4.7K views
Portfolios Matter: Building the Portfolio to Win the Job by Lynn Teo
Portfolios Matter: Building the Portfolio to Win the JobPortfolios Matter: Building the Portfolio to Win the Job
Portfolios Matter: Building the Portfolio to Win the Job
Lynn Teo199.6K views
64 UX Design Interview Questions at Google, Facebook, Amazon, Microsoft, Sale... by BayUX
64 UX Design Interview Questions at Google, Facebook, Amazon, Microsoft, Sale...64 UX Design Interview Questions at Google, Facebook, Amazon, Microsoft, Sale...
64 UX Design Interview Questions at Google, Facebook, Amazon, Microsoft, Sale...
BayUX30.7K views
The Quest for the Ultimate UX Portfolio by Pradeep Nayar
The Quest for the Ultimate UX PortfolioThe Quest for the Ultimate UX Portfolio
The Quest for the Ultimate UX Portfolio
Pradeep Nayar2.2K views
Designing Better UX Deliverables - Cambridge Usability Group, 12 May 2014 by Anna Dahlström
Designing Better UX Deliverables - Cambridge Usability Group, 12 May 2014Designing Better UX Deliverables - Cambridge Usability Group, 12 May 2014
Designing Better UX Deliverables - Cambridge Usability Group, 12 May 2014
Anna Dahlström3.1K views
Information Architecture Heuristics by Abby Covert
Information Architecture HeuristicsInformation Architecture Heuristics
Information Architecture Heuristics
Abby Covert123.1K views
Top Three Modern Product Trends by Jeremy Johnson
Top Three Modern Product TrendsTop Three Modern Product Trends
Top Three Modern Product Trends
Jeremy Johnson37K views
UI Design Patterns for the Web, Part 1 by Lewis Lin 🦊
UI Design Patterns for the Web, Part 1UI Design Patterns for the Web, Part 1
UI Design Patterns for the Web, Part 1
Lewis Lin 🦊2.6K views
Typography and User Experience - WCSF by Sara Cannon
Typography and User Experience -  WCSFTypography and User Experience -  WCSF
Typography and User Experience - WCSF
Sara Cannon121.6K views
Putting the "User" back in User Experience (Dallas Techfest Edition) by Jeremy Johnson
Putting the "User" back in User Experience (Dallas Techfest Edition)Putting the "User" back in User Experience (Dallas Techfest Edition)
Putting the "User" back in User Experience (Dallas Techfest Edition)
Jeremy Johnson2.1K views

Similar to Content Structure & UX Guide by Kayak

What is affiliate marketing ppt by
What is affiliate marketing pptWhat is affiliate marketing ppt
What is affiliate marketing ppthelenrogers10
5.7K views5 slides
what is conversion rate optimization? by
what is conversion rate optimization?what is conversion rate optimization?
what is conversion rate optimization?NotifyVisitors
36 views32 slides
Conversion rate optimization ultimate guide by
Conversion rate optimization ultimate guideConversion rate optimization ultimate guide
Conversion rate optimization ultimate guideNotifyVisitors
51 views32 slides
State of Internet Marketing 2012 - Session 1 by
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1EAG
524 views33 slides
Chambers of Commerce and the Never Ending Tech Revolution by
Chambers of Commerce and the Never Ending Tech RevolutionChambers of Commerce and the Never Ending Tech Revolution
Chambers of Commerce and the Never Ending Tech RevolutionGIS Planning
571 views142 slides
10 Ways to Make Your Lead Generation Website Convert On the First Visit by
10 Ways to Make Your Lead Generation Website Convert On the First Visit10 Ways to Make Your Lead Generation Website Convert On the First Visit
10 Ways to Make Your Lead Generation Website Convert On the First VisitStraightNorthIM
96.4K views26 slides

Similar to Content Structure & UX Guide by Kayak(20)

What is affiliate marketing ppt by helenrogers10
What is affiliate marketing pptWhat is affiliate marketing ppt
What is affiliate marketing ppt
helenrogers105.7K views
what is conversion rate optimization? by NotifyVisitors
what is conversion rate optimization?what is conversion rate optimization?
what is conversion rate optimization?
NotifyVisitors36 views
Conversion rate optimization ultimate guide by NotifyVisitors
Conversion rate optimization ultimate guideConversion rate optimization ultimate guide
Conversion rate optimization ultimate guide
NotifyVisitors51 views
State of Internet Marketing 2012 - Session 1 by EAG
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1
EAG524 views
Chambers of Commerce and the Never Ending Tech Revolution by GIS Planning
Chambers of Commerce and the Never Ending Tech RevolutionChambers of Commerce and the Never Ending Tech Revolution
Chambers of Commerce and the Never Ending Tech Revolution
GIS Planning571 views
10 Ways to Make Your Lead Generation Website Convert On the First Visit by StraightNorthIM
10 Ways to Make Your Lead Generation Website Convert On the First Visit10 Ways to Make Your Lead Generation Website Convert On the First Visit
10 Ways to Make Your Lead Generation Website Convert On the First Visit
StraightNorthIM96.4K views
Web Traffic Flood.pdf by ZeshanRaj
Web Traffic Flood.pdfWeb Traffic Flood.pdf
Web Traffic Flood.pdf
ZeshanRaj5 views
Jane_clark_pres2016_FUP_web by Jane Clark
Jane_clark_pres2016_FUP_webJane_clark_pres2016_FUP_web
Jane_clark_pres2016_FUP_web
Jane Clark128 views
SEO is easy when YOU know how by George Ioannou
SEO is easy when YOU know howSEO is easy when YOU know how
SEO is easy when YOU know how
George Ioannou408 views
Steps to Improve the SEO Performance on Your Website by Proweaver, Inc
Steps to Improve the SEO Performance on Your WebsiteSteps to Improve the SEO Performance on Your Website
Steps to Improve the SEO Performance on Your Website
Proweaver, Inc194 views
Everything You Need to Know for a Better Website in 2014 | Crystal Olig | Oxi... by Lessing-Flynn
Everything You Need to Know for a Better Website in 2014 | Crystal Olig | Oxi...Everything You Need to Know for a Better Website in 2014 | Crystal Olig | Oxi...
Everything You Need to Know for a Better Website in 2014 | Crystal Olig | Oxi...
Lessing-Flynn324 views
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t by SearchLeeds
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*tSearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
SearchLeeds2.4K views
10 steps for planning a successful website masters of digital by Demir Dammer
10 steps for planning a successful website masters of digital10 steps for planning a successful website masters of digital
10 steps for planning a successful website masters of digital
Demir Dammer156 views
Search engine optimisation november 2010 by John Duffy
Search engine optimisation november 2010Search engine optimisation november 2010
Search engine optimisation november 2010
John Duffy413 views
Web Fundamentals by jamescope
Web FundamentalsWeb Fundamentals
Web Fundamentals
jamescope357 views
Using SEO to increase your website traffic by YellowNZ
Using SEO to increase your website traffic Using SEO to increase your website traffic
Using SEO to increase your website traffic
YellowNZ257 views

More from Kayak Marketing

A State of Flowww - convert the other 95% of website visitors by
A State of Flowww - convert the other 95% of website visitorsA State of Flowww - convert the other 95% of website visitors
A State of Flowww - convert the other 95% of website visitorsKayak Marketing
204 views29 slides
Take Advantage of Local SEO - 7-Steps presentation by
Take Advantage of Local SEO - 7-Steps presentationTake Advantage of Local SEO - 7-Steps presentation
Take Advantage of Local SEO - 7-Steps presentationKayak Marketing
725 views28 slides
Set smarter marketing goals (slides) by
Set smarter marketing goals (slides)Set smarter marketing goals (slides)
Set smarter marketing goals (slides)Kayak Marketing
901 views16 slides
Social Media Strategy for B2B Businesses by
Social Media Strategy for B2B BusinessesSocial Media Strategy for B2B Businesses
Social Media Strategy for B2B BusinessesKayak Marketing
393 views21 slides
Instagram: the complete illustrated guide to ad-voidance by
Instagram: the complete illustrated guide to ad-voidanceInstagram: the complete illustrated guide to ad-voidance
Instagram: the complete illustrated guide to ad-voidanceKayak Marketing
1.4K views5 slides
Kayak online marketing presentation to sait student entrepreneurs by
Kayak online marketing presentation to sait student entrepreneursKayak online marketing presentation to sait student entrepreneurs
Kayak online marketing presentation to sait student entrepreneursKayak Marketing
1.3K views17 slides

More from Kayak Marketing(8)

A State of Flowww - convert the other 95% of website visitors by Kayak Marketing
A State of Flowww - convert the other 95% of website visitorsA State of Flowww - convert the other 95% of website visitors
A State of Flowww - convert the other 95% of website visitors
Kayak Marketing204 views
Take Advantage of Local SEO - 7-Steps presentation by Kayak Marketing
Take Advantage of Local SEO - 7-Steps presentationTake Advantage of Local SEO - 7-Steps presentation
Take Advantage of Local SEO - 7-Steps presentation
Kayak Marketing725 views
Set smarter marketing goals (slides) by Kayak Marketing
Set smarter marketing goals (slides)Set smarter marketing goals (slides)
Set smarter marketing goals (slides)
Kayak Marketing901 views
Social Media Strategy for B2B Businesses by Kayak Marketing
Social Media Strategy for B2B BusinessesSocial Media Strategy for B2B Businesses
Social Media Strategy for B2B Businesses
Kayak Marketing393 views
Instagram: the complete illustrated guide to ad-voidance by Kayak Marketing
Instagram: the complete illustrated guide to ad-voidanceInstagram: the complete illustrated guide to ad-voidance
Instagram: the complete illustrated guide to ad-voidance
Kayak Marketing1.4K views
Kayak online marketing presentation to sait student entrepreneurs by Kayak Marketing
Kayak online marketing presentation to sait student entrepreneursKayak online marketing presentation to sait student entrepreneurs
Kayak online marketing presentation to sait student entrepreneurs
Kayak Marketing1.3K views
Blogging for lead capture Presentation by Kayak Marketing
Blogging for lead capture PresentationBlogging for lead capture Presentation
Blogging for lead capture Presentation
Kayak Marketing1.6K views
The 21 new rules of content marketing infographic. by Kayak Marketing
The 21 new rules of content marketing infographic.The 21 new rules of content marketing infographic.
The 21 new rules of content marketing infographic.
Kayak Marketing22.5K views

Recently uploaded(20)

First 30 days of Your CRO Program by VWO
First 30 days of Your CRO ProgramFirst 30 days of Your CRO Program
First 30 days of Your CRO Program
VWO40 views
How to Embed Emotions in Experimental Design by VWO
How to Embed Emotions in Experimental DesignHow to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental Design
VWO123 views
social media marketing tips by aysh2afidha
 social media marketing tips  social media marketing tips
social media marketing tips
aysh2afidha35 views

Content Structure & UX Guide by Kayak

  • 1. The Whole is Greater than the sum of its parts
  • 2. Focus on a Single Topic think beyond keywords
  • 3. Meta Descriptions are critical but do not affect SEO
  • 4. Only a Single H1 Per Page keep headlines search-friendly
  • 5. Inverted Pyramid Writing Style journalists will rule the web
  • 6. Include Images with topical, search-friendly alt text
  • 7. Use Bullet Points to make your point
  • 8. Prompt Action with a call-to-action
  • 9. Links Are Not Created Equal context and relevance are key
  • 10. User Experience Matters keep it simple smarty
  • 11. A Matter of Intent qualifying your prospects
  • 15. Structure is important for readability It’s also important for SEO
  • 16. Kayak Online Marketing Is Your Content Being Used For or Against You? Could you be crowded out of search listings – and your readers’ attention – by your own content? Kayak Online Marketing Is Your Content Being Used For or Against You? Could you be crowded out of search listings – and your readers’ attention – by your own content?
  • 17. Search engines also like well-structured content because it helps them figure out the topic, key words, intent, and context. Website/Business Name Web Page Title Here; What This Page Is About Paragraphical body copy is here, and it’s the main content of the page. It should be relevant to the title.
  • 19. Page Title, H1 Headline, Key Content Emphasis, imagery… CTA
  • 20. Page Title, H1 Headline, Key Content Emphasis, imagery… CTA Qualified Lead
  • 23. OED brevity |ˈbrɛvɪti| noun [ mass noun ] concise and exact use of words in writing or speech
  • 25. Your Page Title Here https://www.yourcompany.com/landing-page Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ultricies arcu sed eros posuere facilisis. Aliquam non…
  • 26. One of the most important ranking factors Your company name should go at the end Don’t stuff keywords Be descriptive, but succinct
  • 27. Meta Description A HOOK FOR SEARCHERS
  • 28. Meta descriptions are not a ranking factor Should be compelling, enticing, and brief Aim for 140-160 characters
  • 29. A Very Compelling Page Title https://www.yourcompany.com/landing-page Tease your page with a meta description because you want people to click through, but don’t go too long otherwise …
  • 31. RED VELVET CATERING 11 Tips for a Perfect Corporate Event There’s nothing worse than throwing a corporate event for a group of respectable and powerful guests, and having them be uncomfortable or displeased. Whether it’s the quality of the food, the seating arrangements, or the tote bag full of swag, every part of your event matters. Here’s how to keep guests talking about it. redvelvet.ca/11-tips-for-a-perfect-corporate- 11 Tips for a Perfect Corporate Event ONE H1 PER PAGE
  • 32. Sometimes, this will be the same as your page title, especially for blog posts and news updates. Other times, you can be more strategic about your title and H1 choices.
  • 33. RED VELVET CATERING 11 Tips for a Perfect Corporate Event There’s nothing worse than throwing a corporate event for a group of respectable and powerful guests, and having them be uncomfortable or displeased. Whether it’s the quality of the food, the seating arrangements, or the tote bag full of swag, every part of your event matters. Here’s how to keep guests talking about it. TELL THE STORY
  • 34. 500-800 words per page is great Keep each page about a singular topic Limit links to about two per page
  • 35. 11 Tips for a Perfect Corporate Event There’s nothing worse than throwing a corporate event for a group of respectable and powerful guests, and having them be uncomfortable or displeased. Whether it’s the quality of the food, the seating arrangements, or the tote bag full of swag, every part of your event matters. Here’s how to keep guests talking about it. 1 Balance Frugal and Opulent Possibly one of the biggest misses of nearly any corporate event is that the atmosphere is often far too stiff. Most of the time, this is because the event is too formal and too elegant. A business event should typically not feel like a grand ball or a fancy cocktail party.We hope you find these eleven tips helpful and informative, but USE COMPELLING IMAGERY
  • 37. 3 Easy and Proven Ways to Scare Away Your Prospects Today, I’m going to show you how to get rid of those annoying leads and customers, and make sure that your website stays conversion-free, with my three can’t miss — proven and proven — ways to scare away prospects fast! WWW.KAYAKONLINEMARKETING.COM | BY RANDY MILANOVIC Kayak Online Marketing September 10 • Make your site conversion-free with 3 ways to scare away prospects fast! #tongueincheek kyak.mobi/1JWQFxk Randy Milanovic @kayak360 Make your site conversion-free with 3 ways to scare away prospects fast! #tongueincheek kyak.mobi/1JWQFxk Following
  • 39. Alt text is used in a few ways: • It is used as an alternative to the image if the image is not loaded for some reason. • It is used by screen readers, for accessibility. • It can provide additional context for the image.
  • 40. It’s also used by search engines so that they can figure out what the image is. In addition, search engines understand what it is from context and file name. Alt text is still the most important image ranking factor, however.
  • 41. Use relevant keywords in a sentence in your alt text but, as with everything, do not stuff key phrases.
  • 42. 1 Balance Frugal and Opulent Well-known factors that will almost always affect the atmosphere of your event include: •Venue choice •Music selection •Dress code But there are other, less well-known factors that can have an impact. While these are not as well-known, soWe hope you find these eleven tips helpful and informative, but there’s a lot more that goes into a good corporate event than simply ensuring that every guest’s gift bag is full. With that in mind, we’ve put together a short free guide to planning, organizing, and running your next corporate event. Begin planning today. Your Complete Corporate Event USE BULLET POINTS
  • 43. Sometimes, it makes more sense to describe your product or service in paragraphical form. By crafting longer-form content, you can explain the nuances of your offering for those who are doing deep research. But we know that some people will “skim” at a higher level, trying to get to the key points.
  • 44. • Bullets are great for short, concise points. • Search engines pay attention to bullet points; they like that they break up content. • Don’t structure everything in bullet points, though; if everything on your page is “special”, nothing is differentiated.
  • 45. GET IT NOW we’ve put together a short free guide to planning, organizing, an running your next corporate event. Begin planning today. Your Complete Corporate Event Planning Guide INCLUDE A CALL-TO-ACTION
  • 46. This should be a “next step” for your readers. It should be a continuation of the topic and related to it, but prompt a more direct action. The destination isn’t necessarily continued high- level research; it’s more actionable.
  • 47. • Keep content focused and succinct • You get one H1 per page • Use imagery strategically And, while we're on the topic of SEO, links and search engine optimization, you may want to pick up our Local SEO checklist. DOWNLOAD BOTH LINKS POINT TO THE SAME LANDING PAGE Local SEO Checklist
  • 48. All links on the page — especially the CTA links — should be immediately relevant to the page topic.
  • 49. There are many reasons your plumbing may not be performing as well as it should. Sometimes, you’ll figure it out very quickly by turning a valve or using a liquid drain cleaner. Other times, it’s best to call the professionals. But it’s possible to avert many of these major problems entirely with regular maintenance that you can do at home, and with occasional checkups from trade-certified plumbers. Whether it’s us you call or someone else — though we hope it’s us, of course — regular maintenance and upkeep is your key to avoiding everything from minor inconveniences to major catastrophes. If you do have a major catastrophe, there are low-cost insurance options available. LEARN MORE $ This looks suspicious
  • 50. There are many reasons your plumbing may not be performing as well as it should. Sometimes, you’ll figure it out very quickly by turning a valve or using a liquid drain cleaner. Other times, it’s best to call the professionals. But it’s possible to avert many of these major problems entirely with regular maintenance that you can do at home, and with occasional checkups from trade-certified plumbers. We have created a free preventative maintenance checklist and calendar for you to keep track. Whether it’s us you call or someone else — though we hope it’s us, of course — regular maintenance and upkeep is your key to avoiding everything from minor inconveniences to major catastrophes. DOWNLOAD
  • 51. ELVET CATERING redvelvet.ca/11-tips-for-a-perfect-corporate-event for a Perfect Corporate Event USE DESCRIPTIVE PAGE & FILE NAMES
  • 52. Be careful with key phrases. Make sure they’re definitely relevant to the page or the file. Separate words with dashes (-), not underscores (_). Search engines understand dashes as separate words.
  • 53. Optionally, add the file’s function, size, or other relevant information to its name (your-key-phrase- here-hero.jpg, market-study-2015.pdf)
  • 54. 4014 Macleod Trail SE #318
 Calgary, AB T2G 2R7
 Canada
 403 228 2525
  • 55. Bonus: Get the Local SEO Guide kyak.mobi/1ZSn1DY