Andrea Stark of IMS Expert Services presents on using SEO in your content marketing strategy for the #GulfCoastHUG, a HubSpot User Group in Pensacola, Florida.
4. Users click on your content
and see your landing page
Users see
the SERP
Users enter
a search query
Content is crawled by
Google, then
indexed and cached
How will users find your web content?
You Add Content to
Website
5. .
Algorithm
A process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer.
White Hat vs. Black Hat SEO
White hats are those website designers that "play nice" and try to follow all of the search engine guidelines to optimize
their site. Black hats are where website designers use backdoors, cloaking, and other tricks to optimize sites.
13. Avoid Duplicate Content
<link rel="canonical" href="http://domain.com/blog" />
URL Structure
Spaces
www.domain.com/our-services
V.
www.domain.com/our%20services
Spaces turn into “%20” in
URL’s and are unsightly for
users
Add this code to the duplicate
page, so web crawlers know
which is the original
15. Image File Names
<img src="smiley.gif" alt="Smiley
face">
Alt Attribute
When naming image files, use
keywords that explain what the
image is.
Image Optimization
Alt Text
17. Search Engines can’t read pages like humans can,
so we incorporate structure and clues as to what
our content means.
Keyword Stuffing
Users Can Read This
White is a color that is seen
everywhere. It is different from
other colors in that it is lighter than
most, and reflects all colors in the
spectrum. It comes in many
different shades including eggshell,
pearl, ivory, and porcelain.
Keywords
18. Search Term: Bears
What would you expect to see?
Latent Semantic Indexing
The Animal
The Sports Team
20. A Schema markup provides a way to semantically structure portions
of your text in away that defines the relationship between terms.
Schema Markup
Uses Schema Markup
Not Using Schema Markup
23. Robots.txt
A robots.txt page allows webmasters to give web
crawlers instructions on how to crawl websites.
Sample Code:
User-agent: *
Disallow: */?page=1
27. 404 Pages
The Good
Matches the tone of your
brand.
Add your merchandise or a
link to your services
Provides options for the user
to find what they are looking
for
Humorous – matches the
brand and voice of the
company
28. URL Shorteners
“URL shorteners have absolutely no negative effect on SEO
provided the shortener in question is working as expected and it
uses a 301 permanent redirect.”
Matt Cutts
29. Recap
1 SEO Basics and Terminology
2 Meta Information & URL’s
3 Image Optimization
4 On-Page SEO
Keywords
Latent Semantic Indexing
Page Segmentation
Schema Markup
5 Other Tips
Robots.txt
Sitemaps
404 Pages
URL Shorteners
Editor's Notes
Informational – Covers a broad topic. There may be thousands of relevant results for this information, or it may be shown to the user in the form of a knowledge graph.
Transactional - Queries where the user is anticipating to perform an action, like making a purchase, or downloading something.
Navigational – Queries where a user is expecting to reach a particular website.