The SEO Workshop (session 2)

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Session 2 from RankAbove's SEO workshop for developers. Senior Analyst Kalman Labovitz covers tips for schema, on-page elements (default vs manual, marketing vs dev), breadcrumbs and internal linking, and server responses.

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The SEO Workshop (session 2)

  1. 1. The SEO Workshop May 12, 2014 By: Kalman Labovitz
  2. 2. Overview Schema On-page Breadcrumbs Server responses
  3. 3. Schema - What is it? • In short – HTML Markup to help search engines understand content • Instead of just <div> and <span> • You have “items” like “Product”, “reviews” and a whole lot more
  4. 4. Schema - SERPs • Old • New
  5. 5. Schema – Confusing? - 8 out of 10 clients implement incorrectly - Where to implement? - Types to templates - Example:
  6. 6. Schema - worth the effort? • Search engines like it because it saves money! • Three stages to SERP – Crawl – Index – Display • Clients has seen +50% increase in traffic
  7. 7. Schema - Break it down – The standard stuff • WebPageElement – WPFooter – WPHeader – WPSideBar – Your site focus • Halo 4 – Product or CreativeWork – Match markup to templates • WordPress – single.php = /BlogPosting or /Article
  8. 8. Schema - Tips – Always have the “Full Hierarchy” open when working - build a plan of implementation (http://schema.org/docs/full.html) – Understand YOUR focus • eCommerce • Media • Blog
  9. 9. Schema - Tips • Create a table and match • Do not forget itemscope and itemscope of an itemscope • Items not in the same <></> use meta tag – Works now may not in the future
  10. 10. Schema - Avoid – Markup for item page on listing page – Multiple item pages on a page – Double calls of itemscope
  11. 11. On-Page Elements • Search engines spiders read books? • On-Page elements (sample) – Title <title> – Headers (h1, h2, etc.) – Alt tag <img alt=“”> – File names
  12. 12. On-Page Elements - Control • Default vs. Manual Control • Bigger Question – Who responsible for the website? • Why not have both?
  13. 13. On-Page Elements - Control • Example of default – Buy [Product name] in [color/s] at [company Name] – Shop [category] and find the cheapest products at [Company Name] • Allow for Manual Override – Saved you the time to have to update the DB
  14. 14. On-Page Elements - Control
  15. 15. Breadcrumbs and Internal Linking • Set links vs. Sporadic links – Set link is a link within page structure that is (almost) always there • Head menu link, footer link, side link
  16. 16. Breadcrumbs and Internal Linking – Sporadic (in-content) link • Link that appears within main content of page Same link, but different value
  17. 17. Breadcrumbs and Internal Linking • Some rules (but they can change) – First link to page counts more • So target the correct Anchor text • Classic mistake – First link to Home Page usually image or “home” – PageRank takes into account total number of links – Quality vs. quantity of links within content
  18. 18. Server Responses 200: OK 301: Moved Permanently 302: Found 404: Not Found 503: Service Unavailable
  19. 19. Server Responses – Control • What is the best response? • Who decides and who controls? – Developers like scale – Marketers like options
  20. 20. Server Responses – Control • What is the goal? – Rebrand – Pivot – Redesign • Developers set the default • Marketers have the override – But they make mistakes – You need to watch out for them
  21. 21. Server Responses – Situations • URL structure changes • Product discontinued • Product updated – i.e. iPhone 4  iPhone 5 • Category name change • Etc.
  22. 22. Server Responses – Look out • 301 redirect loops • 301 to 404 • Are there backlinks? – You might not need to 301 redirect everything
  23. 23. Contact Me Email: kalman@rankabove.com Twitter: @ffemtkl LinkedIn: il.linkedin.com/in/kalmanlabovitz/ Company Website: www.rankabove.com

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