Slides for a workshop given to the editors of our website lovematters.in

1. for
editors

2. • intro
• what is SEO
• SEO checklist for editors
• content quality
• headlines & page titles
• internal linking
• images

3. “ Recently, I listened to a senior manager state that the job of content
people was to create content, while linking, navigating and search
were ‘technical’ issues. Nothing could be further from the truth.
If you are a web content professional your job is linking, navigating
and searching far more than it is content creation.
On the web, your content is valueless unless it is well linked,
easy to navigate to and easy to find.
That is not someone else’s job. It’s yours. “
http://www.gerrymcgovern.com/new-thinking/continued-decline-homepage

4. SEO = Search Engine Optimization
What is

5. SEO =
Source: http://searchengineland.com/guide/what-is-seo

6. Organic or paid search results – spot the diffference

7. Organic AND paid search results – total SERP domination 
Check if it
still looks
like this

8. LM India English - search as a traffic source – Aug 1 - Nov 22, 2015

9. LM India Hindi- search as a traffic source – Aug 1 - Nov 22, 2015

10. Change in sessions coming from Google (organic)

11. SEO = Search Engine Optimization
Which things are more
important than others?

12. Google says:
The three key processes in delivering search
results to you are
• Crawling:
Does Google know about your site? Can we find it?
• Indexing:
Can Google index the important pages on your site?
• Serving:
Does the site have good and useful content that is relevant to the
user's search?

13. SEO checklist
for editors

14. A. content quality
B. topic and keywords
C. headlines & page titles
D. internal & external linking
E. tags
F. images
G. video & audio
H. promotion & syndication
Elements of the SEO checklist for Editors

15. Search engines want to deliver great results, that's
why they weigh quality in many ways. Like ....
• which other web pages link to this page?
• is the text original or copied?
• does the page have spelling, stylistic, or factual
errors?
• does the page load fast?
• does the page work well on mobile?
• is there sufficient main content on the page?
Content quality
See: More guidance on building high-quality sites

16. Main content: bad quality page
Main content (MC)
almost empty

17. ‘Bad quality’ page
http://eltoque.com/video/
ayotzinapa-somos-todos

18. Bad quality page (to Google)
http://eltoque.com/video/
ayotzinapa-somos-todos

19. Content quality: E.A.T.

20. Content quality: E.A.T.
Expertise
Is the content on the page
relevant to area of expertise
of site and author
Trust
Domain history, link graph,
spam analysis
Authority
Who is linking to you?
See: http://macedynamics.com/research/content-quality-score/

21. Important quality signal: links from others

22. If possible, make sure links are shown in the right places
http://www.bristol.ac.uk/global-insecurities/transforming-insecurity/links.html
Netherlands?

23. A. content quality
B. topic and keywords
C. headlines & page titles
D. internal & external linking
E. tags
F. images
G. video & audio
H. promotion & syndication
Some more elements of the checklist

24. Headlines & Page Titles
On-page headline
Headline on social media
Page title in search results
headline in link

25. Super important: the HTML title tag

26. Headlines
Write separate titles for Facebook & Twitter

27. Internal linking: always check your links!
https://lovematters.in/en/news/sex-animals-not-so-strange-rural-brazil

28. Internal linking: write descriptive links
https://justicehub.org/article/best-cartoons-palestine

29. But don’t give your reader too many options
Link at the end of an article: call to action

30. Images: add relevant alt text, and more

31. Lastly: meta descriptions of Hindi tags
… haven’t been translated yet.

32. Start using the list
1. content quality
2. topic and keywords
3. headlines
4. tags
5. internal linking
6. images
7. video & audio
8. promotion & syndication
Which section will you focus on next week?