Search engines make frequent changes to their algorithms. As search engines change the way they view websites, we must adapt the way we present information on our clients’ websites. Search Influence Senior Account Manager, Alison Zeringue presents updates to the way we are writing on-page content as well as title tags and meta descriptions for our clients to enhance their SEO.
Good morning everyone!Thank you for joining us for today’s webinar on Content – The New Style!As you know, Search engines make frequent changes to their algorithms. As search engines change the way they view websites, we must adapt the way we present information on our clients’ websites. Today we’ll discuss updates to the way we are writing on-page content as well as title tags and meta descriptions for your advertisers in their SEO packages.We’ll have plenty of time for questions at the end, and we’ll ask that you enter these questions or comments via the questions feature of Go To Webinar at the end of our presentation today.
Before we get into specifics of how we optimize content on a website, let’s talk briefly about what website content actually is!When we talk about website content, there are 4 main pieces we are referring to. These are the elements we strategically optimize with keyword rich text.
This is complicated version, but let’s break it down!
Title should be short but informative, Google will only display the first 70 characters in the SERP, so we typically strive to include our keyword close to the beginning.The business name should also be included in the title tag. Placement will depend on the type of page you’re optimizing!
Google displays approximately 160 characters of your meta description in the SERPs. Lead with the keyword and write a short description of what the page is about, working the keyword into your sentence as naturally as possible.Include a call to action with a goal of getting the user to visit the site (Required)Include the brand name or business name once in the Meta Description.Note that Google may choose to show some alternative text in place of the meta description in the event that it finds some other piece of text more relevant to the users search query!
The H1 works to reinforce the signals we are trying to send to the search engines with our meta and title tags. Also remember that this is going to be visible to the users of the site. Use the keyword mapped to that page but make it compelling for the reader.The H1 should be as natural as possible! Do not include a self referential link when implementing the H1.There’s no need to include the business name in the H1.
On-page content should MAX out at 400 words! Your word count is dependent upon the site and the type of business. Remember that no one likes to read very much online, and no one likes to scroll!Remember that website copy is SALES copy first and foremost. Make sure it includes real information about the business.Google can’t read punctuation! We can use this to our advantage and use punctuation to break up clunky keywords and make them sound more naturally interspersed throughout our page.Readability matters!Bulleted lists are encouraged.Sub-headings are encouraged.
If you attended our first webinar about Panda, Penguin and Venice, some of the following info may sound familiar!
The search engines can read your content to look for keyword clues, but they are not truly able to determine the quality of your content simply by reading it. There are other clues / statistics the SE spiders look to when evaluating the quality of your content. These include:Bounce Rate
Although the Google spiders can crawl and read your content for keywords, they simply can’t analyze the quality of your content simply by reading it. Google analyzes other metrics to determine the quality of your website content. Some of these may include:\Bounce Rate: the percentage of single page visits (visitors who left your site from the same page they entered)Pages viewed per visitThe Average Visit DurationAccording to Google, the average site’s bounce rate is 40%.
In recent years, Google’s algorithm has become more sophisticated and is able to identify blatant attempts at manipulating the algorithm as well as some not-so-blatant attempts. Website keyword optimization has evolved over the years, and many old school SEO tactics are now outdated!
8 – 10 years ago, this type of keyword optimization worked to get a website ranking for a desired keyword.On this example, the keyword “Los Angeles DUI” is included on the page 17 times!
In recent years, with Panda updates and Google putting a stronger emphasis on content quality, it became more important to work in long-tail keywords within content without over-optimizing or “keyword stuffing”
- Today, these same principles apply from a few years ago, however Google has become smarter at the ability to read content for semantic keywords.- Google can now understand that “real estate birmingham” and “real estate in birmingham” and “alabama real estate” are all version of the same keyword.Keyword insertion:Loosened guidelines on keyword insertion to read more naturally. As Google has gotten smarter, it’s no longer as important to include specific keywords. We have more freedom to be more natural.LengthLength of content will vary based on client site template, vertical/industry, etc. No more than 300 words of content on a page, typically.If an older client seems unhappy about content that was already implemented on their site. Existing clients will get their content refreshed / reoptimized upon renewal
Many clients are located in suburbs, or want to rank in a nearby market. When it comes to expectation setting, we must make it a priority to make sure our clients understand that Google’s algorthim is inherently against this. Our number 1 focus is to optimize the clients site for their true physical location first. We also include mentions of the other markets the client services, but must first establish Google’s trust within the market they’re actually located!
The homepage is more of an overall representation of the brand, their overall category of service AND their true location
The homepage is more of an overall representation of the brand, their overall category of service AND their true location. We’ll add:A page heading with a nicely optimized and compelling title, including the overall category of service and the locationContent about the business including a list of services offered
Lack of contentUn-optimized imagesPoorly optimized page heading
Better optimized on page headingKeyword rich content
On each site, we’ll ensure there is a proper listing of the client’s Name, Address and Phone Number somewhere within the site template. This may be in the side bar, footer or header of the site.On all client sites we implement Schema coding, which is a type of markup that structures pieces of data on a website, making them easier for the SEs to digest and understand. Schema markup helps reinforce to Google the client’s Name, Address and Phone Number.
When the business has mutliple locations, instead of optimizing the site template, we’ll include a locations page, where we list ALL locations NAPs and link to an individual location landing page for each.
On all client sites we’ll optimize their contact us or location landing page to ensure local signals are reinforced. These optimizations will include:Proper listing of NAPSchema markup on NAPMap linking to Google+ Local listingOptional: Locally specific content