Content Optimization & Getting Your Work Found on Google: A Presentation to STC Atlanta

Content Optimization &Getting Your Work Found

On Google

April 15, 2014

Chris EverettPrincipal

Captivate Search Marketing

Who is this guy?

Chris Everett: Speaker Profile• Northern Transplant from Peoria, Illinois• BA in Corporate Communication - Northern Illinois University (2006) • Worked in Internet Marketing Since 2007 - Web Project Manager

- SEO Consultant• Founded Captivate Search Marketing in 2009

Some Brands We Work With:

Presentation Overview

What We Will Cover Today:• Search Engines & How They Work• Optimizing Web Pages for Google Search• How to Optimize Website Content Organization• Off-site Marketing Strategies that Build Visibility• Special Bonus Section (If Time Permits)

What is a Search Engine?

Types of Search Engines• Desktop PC Search Engines• Built-In Website Search Engines• Intranet Search Engines• Extranet Search Engines• Web Search Engines

How Web Search Engines Work

Why is Everyone Obsessed with

?

“LMGTFY.com”

“Consult Dr. Google”

“Google it!”

Because it’s the 800lbGorilla of Search!

Note: Google is not actually a Gorilla. It is a Web Search Engine.

How Do I Get Found on Google?

There are over 200 Ranking Factors in Google’s Algorithm!

Important Ranking Factors• Website/Document Content Optimization

• HTML Markup & Meta Data• Keyword Relevancy• Topical Relevancy• Site Content Structure

• Topical Authority on the Web• Number of Quality Links Pointing

to Your Content• Social Media Engagement

Finding the Right Keywords

Use the FreeGoogle Adwords Keyword Planner

www.google.com/sktool/

Start typing in PhrasesYou Think People MightBe Searching For to Find Your Content

Embrace “Longtail” Keywords

You’ve Got Your Keywords…So Now What Do You Do With Them?

Optimizing Web Pages for Google

Tips for Optimizing Web PagesUtilize Keywords in the page's:

Meta Title <title> Meta Description Tag Web Page URL Content Header Tags

<h1><h2><h3> Body Content Naturally

Use Keywords in the Meta <title>Why Do This?

• Meta Title is the most important

tag on any web page.

• It tells the search engine what your content is all about.

• It displays in the Search Results!

Use Keywords in the Meta <title>Our Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Example Optimized Title Tag Might Be:

<title>Weber Genesis e-310 Manual Assembly | Weber Grill Manuals</title>

Best Practice Tip: Keep Meta Title Tags at a 70 Character Max

Use Keywords in Meta DescriptionWhy Do This?

• This tag has no impact on where Google will rank the page organically

• It displays in the Search Results and is essential for driving Click Throughs!

Use Keywords in Meta DescriptionOur Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Example Optimized Meta Description Might Be:<meta name=”description” content=”View Weber Genesis e-310 Manual

Assembly Online at [Your Brand Name]. Download PDF Files of Weber Grill Manuals for Genesis e-310 Model Weber Grill Assembly.”>

Best Practice Tip: Keep Meta Description at 160 Character Max

Use Keywords in the URLWhy Do This?

• Page URLs have a direct impact

how well your website ranks in terms of both structure and

keyword relevancy

• It displays in the Search Results!

Use Keywords in the URLOur Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Example Optimized URL Might Be:

http://www.yourwebsite.com/weber-grill-manuals/weber-genesis-e-310-manual-assembly.html

Best Practice Tip: Keep URL at 2,048 Character Max

Keywords in Content Header TagsWhy Do This?

• <h1> tags impact web page keyword relevancy. Similar to the <title> tag, it reasserts what the content on the page is about.

• <h2> tags are like subheaders within a document, but also provide an opportunity to include targeted keywords on a page

(Example Optimized Content Header Usage)

Keywords in Content Header TagsOur Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Example Optimized Content Headers Might Be:

<h1>Weber Genesis e-310 Manual & Assembly</h1>or

<h1>Weber Genesis e-310 Assembly Manual</h1>

<h2>Download Weber Genesis e-310 Assembly Manual</h2>

Best Practice Tip: You should only have 1 <h1> tag per web page

Use Keywords in Body ContentWhy Do This?

• Keyword Relevancy, of course.

• The trick is to add the targeted keyword phrases throughout your body content naturally so it still reads well for users.

• Utilize <strong> tags on some mentions of your keywords – but not all of them.

(Example Optimized Content Header Usage)

Use Keywords in Body ContentOur Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Example Optimized Body Content Might Be:

<p>Have you lost your Weber Genesis e-310 Manual?</p> <p>Dumbfounded on the Weber Genesis e-310 Assembly?</p><p>Download the Weber Genesis e-310 Assembly Manual.</p>

<p>Get Full Grill Schematics in the Weber Genesis e-310 Manual.</p>

Best Practice Tip: Do NOT keyword stuff. That's SPAM, and not the yummy kind!

How Content Organization ImpactsYour SEO Efforts

How Content Organization ImpactsYour SEO Efforts

Develop Better Topical Relevancy Group Content Logically into

Content “Silos” or “Clusters” Create Supporting Content Build Around Relevant

Longtail Keywords

Group Related Content into “Clusters” or “Silos”

Why Do This?

• Search engines value content “theme” organization and tend to rank websites that use it higher in organic search.

• It makes for a better user experience!

Group Related Content into “Clusters” or “Silos”

Example Optimized Content Cluster Might Be:

Root Domain: www.yourwebsite.com

Content Category: www.yourwebsite.com/weber-grill-manuals.html

Content Subcategory: www.yourwebsite.com/weber-grill-manuals/genesis-series.html

Content Landing Pages: www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html

www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html

www.yourwebsite.com/weber-grill-manuals/genesis-series/s-310-manual-assembly.html

www.yourwebsite.com/weber-grill-manuals/genesis-series/s-330-manual-assembly.html

Create Supporting Content

Why Do This?

• Continue to Build Topical Authority on Subject Matter

• Cross-Linking Opportunities

• Creates more “Longtail” keyword opportunities for inbound traffic

Create Supporting ContentHow to Do it Effectively:

• Blogging• FAQ Sections• Video Tutorials• Image Galleries• Whitepapers• Comparison Pages

The End Goal:

Become a Go-To Resource for your

Subject Matter!

Create Supporting ContentOur Example Keywords:

Weber Genesis e-310 ManualWeber Genesis e-310 Assembly

Weber Grill AssemblyAssemble Weber Grill

Supporting Content Ideas:• Blogging Series on Grilling Recipes

• FAQs on Grill Maintenance• Video Tutorials on Grill Assembly

• Grill Image Galleries • Whitepapers on Grill Series Enhancements

• Comparison Pages – Gas vs Charcoal

Off-site Marketing StrategiesBuilding Links is Essential Create a Content Marketing Strategy Start Blogging! Build Relationships with others in your industry Engage thought leaders Share on Social Media

Why Do This? Link Authority = Trust = Higher Rankings

Optimizing PDF Files for Google

Tips for Optimizing PDFs1. Use an Optimized File Name2. Always Use Text Based PDFs3. Utilize Your Keywords in Your

• Document Title & Subject• Document Keywords

4. Keep File Size Small as Possible5. Clean up the Reading Order6. Write Protect Your Document

Use an Optimized File NameWhy Do This?

• Keyword Relevancy - the file name becomes part of the document URL.

vs

Always Use Text Based PDFsWhy Do This?

• PDFs are not like normal HTML pages and Google gets confused when it crawls them and can’t determine what the content in the PDF document is about.

• Google DOES understand plain text and will figure out what your PDF content is all about in plain text.

Always Use Text Based PDFsWhy Do This?

• Processes are different depending on what program you're utilizing and exporting into a PDF document

• There IS optical character recognition software available to convert image scans into text based for PDFs

Use Your Keywords StrategicallyWhy Do This?

• It Boosts the Keyword Relevancy of your plain text PDF document when Google crawls and indexes it.

Keep File Size Small As PossibleWhy Do This?

• The larger the file, the slower it will load on your server, which affects both user experience and crawlability!

Clean up the Reading OrderWhy Do This?

• You’re able to assign (keyword rich) Alt text to images embedded in the PDF document.

• There is speculation that Google can handle content header tags assigned in PDFs similarly to how it does with normal HTML documents.

Write Protect Your DocumentWhy Do This?

Because it Prevents Others From Saving Your Work and Editing it

(Including the Links Within Your PDF Documents)

My Contact Information

Email: chris@captivateseo.comTel: (404) 953-2406Fax: (404) 935-5355

Twitter: @ChrisJEverett / @CaptivateSearchFacebook.com/CaptivateSearch

Linkedin.com/in/atlantaseoconsultantwww.chrisjeverett.com

Content Optimization &Getting Your Work Found

On Google

For More Information on Today's Presentation go to:

www.chrisjeverett.com/stcatlanta