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Content Structure & UX Guide by Kayak

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The Whole is Greater than the Sum of its Parts - The art of war.

In the same way that a good written document (like a report, or newspaper article) should be arranged in a certain way to make it more accessible to readers, it’s a good idea to structure your webpages so they are easy for Google and the other search engines to crawl and understand.

This guide covers top-line and technical details around modern content structure and UX as is affects search optimization.

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Published in: Marketing, Design
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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
  12. Social Engagement networking 2015 style
  13. The Technical Details
  14. Why Structure Content?
  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.
  18. Most important information Supporting details Etc.
  19. Page Title, H1 Headline, Key Content Emphasis, imagery… CTA
  20. Page Title, H1 Headline, Key Content Emphasis, imagery… CTA Qualified Lead
  21. Our Recommendations
  22. BREVITY IS GOOD
  23. OED brevity |ˈbrɛvɪti| noun [ mass noun ] concise and exact use of words in writing or speech
  24. Your Page Title Here
  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 …
  30. KAYAK’s title/meta tool http://kyak.mobi/1RqM5M7
  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
  36. 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
  37. Alt text here
  38. 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.
  39. 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.
  40. Use relevant keywords in a sentence in your alt text but, as with everything, do not stuff key phrases.
  41. 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
  42. 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.
  43. • 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.
  44. 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
  45. 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.
  46. • 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
  47. All links on the page — especially the CTA links — should be immediately relevant to the page topic.
  48. 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
  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. 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
  50. ELVET CATERING redvelvet.ca/11-tips-for-a-perfect-corporate-event for a Perfect Corporate Event USE DESCRIPTIVE PAGE & FILE NAMES
  51. 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.
  52. Optionally, add the file’s function, size, or other relevant information to its name (your-key-phrase- here-hero.jpg, market-study-2015.pdf)
  53. 4014 Macleod Trail SE #318
 Calgary, AB T2G 2R7
 Canada
 403 228 2525
  54. Bonus: Get the Local SEO Guide kyak.mobi/1ZSn1DY

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