Guidelines for the development of digital content, technical components that will enable the achievement of digital visibility including in tablet and mobile environments. Collectively, these techniques are often known as SEO (search engine optimization), although we at SapientNitro prefer the term “finding engine visibility” because the techniques detailed in this document will enhance visibility not only in the traditional search engines like Google and Yahoo/Bing, but also the evolving finding engines found on community websites like Facebook and Yelp and on devices like Siri on the iPhone. However, for clarity’s sake, in this document we will use the commonly accepted term – SEO.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Content Authoring for Finding Engine Visibility ..................................................... 7 Determining what to write about ...................................................................... 7 A note about keyword density ......................................................................... 8 How to write .................................................................................................... 9
Factors of Finding Engine Visibility Not Involving Keywords ............................... 10 Content freshness ......................................................................................... 10 alt text ............................................................................................................ 10 downloadable files ......................................................................................... 10
The Off-site Factors of Finding Engine Visibility .................................................. 11 Backlinks ....................................................................................................... 11 Local search .................................................................................................. 11 Social Media .................................................................................................. 14 Encouraging Social Advocacy ....................................................................... 14
Technical Components of Finding Engine Visibility ............................................. 15 Site map ........................................................................................................ 15 Robots.txt ...................................................................................................... 15
Mobile SEO .......................................................................................................... 16 Mobile Users Have Different Needs .............................................................. 16 Mobile Search Behaviors Are Different ......................................................... 16 Mobile Search Engine Algorithms Are Different ............................................ 16 Summary of Differences Between Mobile and Desktop ................................ 17 Mobile SEO Best Practices ........................................................................... 17 Mobile Website Directories ........................................................................... 18
Every value1 page of your website should feature at least 250 words that exist in
support of a central theme. That theme should be precisely expressed in the
meta title and h1 (level 1 heading) tags of the page, and should be supported by
the expansion of that theme in the meta description, next-level headings (h2,
h3, etc.), and page content.
Content volume
Each web page should feature 250 words. If a particular web page will never
have that many words, then consider hiding this page from the search engines
with the NO INDEX and NO FOLLOW robot instructions; otherwise the relevance
and rank that search engines assign to your website will suffer.
Pages that are candidates for being hidden are data capture forms such as
contact us forms, user signup and login forms, copyright, privacy, or terms of use
pages. In general, none of these pages provide content that will offer keywords
that support your keyword strategy. If a page does not offer enough content, it
will be deemed irrelevant by the search engines. Because search engines do not
crawl all pages in every refresh cycle, it can take as many 90 days after the
publishing of adequate new content for this irrelevance to be corrected.
Page names (URLs, canonicalization)
Good page naming is the bedrock of enabling the search engines to efficiently
and effectively crawl your website. Page names should be descriptive and
human-readable such as www.marketing-co.com/our-marketing-services rather
than www.marketing-co.com/services or www.marketing-co.com/pageone.
Remember: a search engine reads page names and page content similar to the
way a human would.
1 Value content is defined as that which describes or exists in support of your business, product, service, or offer. In general, this is all pages except copyright, terms of use, privacy policy, and pages that are comprised only of data capture forms or the presentation of dynamic data or content.
Dimension Desktop Mobile Challenge Keywords Descriptive Economic Mobile user input is
generally thinner than on desktop
Location Important Critical Simplified presentation of results in relation to a user’s location
Categories Important Critical Simplified presentation of results in relations to a user’s need
Browsers Mostly standardized to Explorer, Chrome, Firefox
Very little standardization
Simplified and flexible presentation that provides a positive UX irrespective of device and browser
Content Generic Specific Using device information to improve results by serving relevant content. For example, a ringtone for an iPhone not a Blackberry
Mobile SEO Best Practices
• Deliver a top-notch mobile website that is compliant with mobile
standards such as WML (or WAP 1.0), xHTML 'Mobile Profile' (or WAP
2.0) and/or cHTML (or iMode)
• Validate standards compliance by using the World Wide Web
Consortium’s (W3C) mobileOK checker
• Submit your mobile sitemap (m.yourwebsite.com/sitemap.xml) to search
engines
• Submit your mobile website to all of the most relevant portals, directories
and business listing services; they’re good sources of mobile traffic and
increase the likelihood that search engines will recognize and crawl your
mobile website. (See appendix for a sample list.)
• Ensure your content contains a sensible amount of outbound links that
lead to other related mobile web pages or mobile websites
• Encourage other related mobile and desktop websites to link to your
mobile website, using deep links and anchor text that reinforces your
Seego.com - Mobile Optimized Website Directory for iPhone, iPod Touch, Palm Pre, Android Seego.com is a mobile optimized website directory and search engine designed specifically for iPhone, Palm Pre and Android.
mpexo | Welcome MPEXO - the Mobile Blog Directory. This service is part of the WordPress Mobile Pack project.
theMobilist - Mobile Website Directory
Mobile Website Directory Mobile Website Directory featuring a selected list of quality compatible mobile websites. This mobile website directory is human edited.
moBinks - WAP & Webapps search engine, bookmarks for mobile Directory web and mobile wap, search engine mobile website, optimized for mobile phones, iphone, pda...
Mobile Directory and Mobile Website Design
TheBigProject Mobile Phone Website Directory USAWAP Review - Mobile Web Directory Mobile Web Directory and Review website. Find the best in mobile web content.
Great Mobile Websites A directory of the great mobile websites.
Mobile Site Directory - PhoneFavs A mobile website directory.
Mobile Directory Welcome to MobileMammoth, where we highlight new mobile websites and apps.
idibidi mobile website directory idibidi is a mobile website directory containing links to high quality mobile websites. Read reviews, browse screenshots and vote for your favourite websites on idibidi.mobi.
DMOZ The Open Directory Project is the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors.