Jonti Bolles White Hat Ops Jonti Bolles | [email protected] | @jonti Tendenci Open Source CMS Partner Optimizing Your Site for SEO
Jonti Bolles White Hat Ops
Jonti Bolles | [email protected] | @jonti Tendenci Open Source CMS Partner
Optimizing Your Site for SEO
1. Foundations of SEO 2. Semantic Search 3. Writing for the Web
What We’ll Cover
Jonti Bolles | whitehat-ops.comWhiteHat Ops
•Start with Home Page, categories, products, etc.
•Determine high value $ and what matters to your audience.
•Organize around high-value targets first
Keyword Targeting
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Google Trends for Top Phrases
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•Google Trends •Compare
phrases •Related
Phrases
•Conversational Queries •Ok Glass -
“Show me pictures of debit cards”
Hummingbird
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Why can’t we write the same online as in print?
•Physical Difficulty •Attention Span •Internet of Things
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The F-Shaped Pattern
“About Us” page Product Page Google Search Results
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Applying the F-Pattern
1. Give the first two paragraphs the most important information.
2. Begin sentences with the most important words (think keywords).
3. Write fluidly to move readers through the text.
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How to Customize Your SEO What you can control
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•Primary Keyphrases - Heading •Meta Description & Title Tag - MVP’s •Headlines and Hyperlinks •Alt Tags for Images, links
Phrases are the Foundation
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Description & Keywords Created Based on Content
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Headline Tips
1. Writing headlines is a craft. 2. Keep them short and direct. 3. Sell it! Your headline is the introduction to
your text.
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•Three Types: •Benefit Headlines •News Headlines •Curiosity
Headlines •Brainstorm •Test, Test Test!
Is it Time for a New Headline?
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Scannable
1. Bulleted/Numbered lists
2. Bold text 3. Images that
represent text
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Incorporate Targeted Keywords Into: •Alt Tags and Title on Images •Sub headings (Heading 1, Heading 2, Heading 3) •Cross Links - Link the phrase, not just words
On Page Edits
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Think Like an Outline Page Title automatically coded as a Heading 1 !Heading 1 is The Highlander - There can be only One.
Use your WYSIWYG to Add Heading 2, Heading 3 Subheaders
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For Images: Add Text to Title Text & Alt Text Field
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A"ribu'on = schipul.com
Tools for Visual Content
madewithover.com
Resources for making infographics: tnw.co/1uvLajT
http://bit.ly/1kTrAZM
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•Fill out all fields •Tags •Categories •Description/Caption (can include HTML) •URL Slug !
Considering Video? More on How To Optimize on YouTube:thesemblog.com/youtube
Rich Media is Powerful
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•Compelling Content •Engines respond to unique, useful content •Visitors share and build trust •Watch what works then explore and amplify •Don’t take shortcuts
Analytics - Did it Work?
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Other Tips
• Use photos of real people rather than stock photos when possible.
• For long posts, draft an abbreviated version and link to the full-version.
• Your newsletter counts as web writing. Approach it the same way.
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•Getting Started with Google Analytics + Tendenci: tendenci.com/help-files/getting-started-google-analytics
•Financial Calendar - Seasonal Trends
•Consumer - http://www.learnvest.com/knowledge-center/ultimate-2014-financial-calendar/
•Economics - http://markets.ft.com/research/Economic-Calendar
Resources
Jonti Bolles | [email protected] WhiteHat Ops
Questions?
Jonti Bolles [email protected] !Tendenci Open Source CMStendenci.comjbolles@tendenci
Jonti Bolles | [email protected] WhiteHat Ops