Search Training with Brian MacDonald from Barefoot Proximity at the Digital Day event of Proximity BBDO Sweden September 27th 2011.

1. SIMON PEARCE
advanced SEo
DIGITAL STRATEGY
for copywriters

2. Page Level Factors
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3. Page Level Factors
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4. Page Level Factors
Page Titles
Length and order are important
- 50-80 Characters
- Put the SEO priority terms first (not the brand/site name)
- Almost always incorporate the headline in some way
(but it should still get separate attention)
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5. Page Level Factors
Headline | SEO Headline
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6. Page Level Factors
Images
Every image should:
- Have an appropriate alt tag
- Be renamed to match the SEO priority
e.g. vegetarians-eat-bacon.jpg
- Link to itself (and include a title tag)
FBC Example
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7. Page Level Factors
Body Copy
Pretty simple...include the priority keywords (preferably in the
first 100 words)
Three to six times is a good guideline for a standard page
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8. Page Level Factors

9. Page Level Factors
5 Ways to Improve Your Article Headline Performance
Length: 8 words works best
Numbers: Odd numbers work better than even
Format: Use punctuation and questions
and...include your priority term(s)
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10. Page Level Factors
Headlines
Page Titles
Click-Through Rate
Good Headline + High CTR = Google Success
(Google is watching)
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11. Page Level Factors
Meta Descriptions
Small sites (e.g. < 30 pages)
- Write custom meta descriptions
Larger sites
- Set them automatically (not worth writing custom descriptions
for large-scale sites)
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12. Page Level Factors
What matters most?
1. Keyword is used in the meta title
2. Keyword is in the first three words of the meta title
3. Keyword is in the headline (H1)
4. Keyword is used in the URL (this should be automatic)
5. Keyword is used in the body of the page
6. Keyword is used in the first 100 words of the body
7. Keyword is used in the image attributes
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13. Page Level Factors
What doesn’t matter?
1. Keyword is used in the meta description
2. Keyword is used in sub-titles (H2, H3, etc.)
3. Keyword is used in the meta tags
Anyone who recommends using meta tags for SEO
should be publicly ridiculed
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14. Alternative Discovery
PDFs - Ensure that text is crawlable
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15. Alternative Discovery
PDFs - Complete file properties
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16. Alternative Discovery
PDFs
File properties will appear on the SERP
The same principles apply to Word, Excel, PowerPoint, etc.
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17. Tools
SEOmoz.org - Term Extractor
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18. Tools
SEOmoz.org - On Page Keyword Optimization
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