Search Engine Optimization Practical Application Steven Evatt, Chron.com
Aug 21, 2015
Search Engine Optimization Practical Application
Steven Evatt, Chron.com
Today We’ll Cover:
• Search Engine Basics
• Basic SEO Principles
• Take Aways
How does a search engine work?
Who to optimize for? Market share
Google – 78.4% Yahoo – 11.8% MSN/Live – 5.2%
Chron.com Google – 63.3% Yahoo – 17.7% MSN/Live – 9.2%
Automation
Automate of SEO Basics to ensure consistent SEO performance
Content is King
Page Title
Page titles should be unique
Includes metro area – “Houston”
Includes Site and Publication Name
Cross Linking
Keywords are derived from the text of links
Site search results and resource tool links on story pages
Cross linking with Chron.com Blog posts
Use HTML and CSS
Use CSS to format HTML when possible Instead of graphical
links Reduce usage of
Flash and javascript for content
Use Alt tags
Navigation on all pages
• No dead pages where a user or search engine will get stuck
Meta Keywords and Description
Refining to ensure primary keywords are included
Provide mechanism for editorial staff to avoid code editing
Site Discoverability
File Structure Hierarchy and Taxonomy
Maintain Site Maps Nav, Links, Story
redirection on Error pgs RSS throughout site
Back End Configurations
Robots.TXT 404 Error Page Server Side Redirects
Configure multiple URLs to avoid returning the exact same content.
ie www.chron.com == www.houstonchronicle.com == chron.com == etc.
301 vs 302
Care and Feeding of SEO Continuous Process Use keyword-rich content Updated constantly with less graphical text Topical meta data
Meta descriptsion keywords Limited to six-to-eight
Future Growth
Let’s Review
Content is King Keep it fresh Keep it original
Unique title tags Links are powerful – be generous! Use HTML and CSS when possible Automate
More Information
SEO Blogs http://www.mattcutts.com/blog/type/googleseo/ http://www.schipul.com/sem/seo.asp http://googleblog.blogspot.com
SEO Tools http://www.marketleap.com
Google News Rankings http://www.newsknife.com
Site Maps http://www.sitemaps.org
Thanks For Coming!
Steven Evatt www.chron.com – The Houston Chronicle
Phone: 713.362.2937Email: [email protected]: www.chron.com