3. Meta data
• Google announced in September 2009 that
neither meta descriptions nor meta
keywords are ranking signals
• Objective: We’re writing compelling ads
to increase SERP (search engine results
page) conversion rate
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4. Pick a keyword
• Every page should have a target keyword
• Keyword should be strategically applied
• Use keyword clusters to increase density
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5. Write a title
• Each page should have a unique title
• Title should be short (less than 65 char)
• Title must contain keyword
• Title should contain site name
• Format:
• Primary keyword - secondary keyword | Brand
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6. Write a description
• Each page should have a description
• Each description must contain the keyword
• Descriptions should be 150-160 characters
• Descriptions should be compelling ad copy
Tuesday, September 4, 12
7. On Page SEO
• Google is getting smarter and smarter
about analyzing web pages for relevancy
AND value
• Objective: Create content that is
(generally) specific to one topic and easy to
consume, even when skimming--especially
when skimming.
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8. Core elements
• Title tag
• URL
• Headlines & Sub-headlines (H1, H2, H3)
• Content (keyword placement)
• Image filename
• Image alt text
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9. Write a headline
• Each page should have a unique headline
• The headline should contain the keyword
• Headlines should be H1
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10. Write sub-headlines
• Pages should have a unique sub-headlines
• Sub-headline should contain keywords
• Headlines should be H2 or H3
• Use to break and navigate content
• Use to create page hierarchy
• Use to create keyword density
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11. Break up content
• Each page must have unique content
• Make content easy to skim and consume
• Use sub-headlines, bulleted content,
resource boxes, images, video
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12. Tag content
• Use alt text for images
• Wrap images in descriptive content
• Wrap video in descriptive content
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13. Use rel=”author”
• Add link to the <head> of relevant pages:
<link rel=”author” href=”https://plus.google.com/u/0/106248586382178339589/posts”/>
• Add website to Google+ “Contributor to”
section
• Make sure +1’s are public on Google+
• Check your work: http://www.google.com/
webmasters/tools/richsnippets
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15. Help Google Rank
Your Relevant Images
• Use keywords in relevant filenames
• Make filenames simple and unique
• Use alt text and include keywords
• Wrap relevant images with descriptive,
keyword copy
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17. Help Google Rank Your
Relevant Videos
• Use keywords in relevant filenames or
embed code
• Use alt text and include keywords
• Wrap relevant videos with descriptive,
keyword copy
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18. Make each page
link-worthy
• Objective: Create a page that people
would want to bookmark as a resource.
• Education
• Reference
• Illustrative
• Shareable
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19. Update linked content
• Once page is ranking and people are linking
keep the content fresh and current
• Use RSS feeds for relevant, fresh content
• Create a scheduled review cycle
• Update with new internal links or
authoritative external references
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20. Ideal SEO Page
• Single, specific, relevant topic (keyword)
• keyword in title tag
• keyword in URL
• keyword in headlines
• keyword cluster in content
• keyword in image alt text
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21. Questions
Bill Rice
bill.rice@kaleidico.com
734.775.4487
Tuesday, September 4, 12