foundational seo search engine o · search engine marketing. ... contextual search...

FOUNDATIONAL SEOSearch Engine Optimization

Adam Napolitananapolitan@ucdavis.edu

Technical SEO

Content SEO

Amplification SEODon’t forget… UGC

SEM Search Engine Marketing

How does it work ?What is the primary function

of search…

PageRank

Authority

Integrity

Quality Control

4 Stages of Search

How Google WorksCrawl

CrawlingPage #0012 Page #0137

How Google WorksCrawl

Index

IndexingWords FoundPage #2054

Student

Health

and

Counseling

Services

1

2

3

4

5

…

How Google WorksCrawl

Index

Analyze

Freshness

1000’s of Signals

Diversity

Site QualityPage Quality Site Authority

Social Signals

Domain Age

Keyword Location Keyword Proximity Keyword Density

Backlinks

Content Length

Page Authority

Content Quality

SpellingSyndication

Reading LevelAuthor Reputation Strong Text

Document Structure

Responsive Design

Bookmarks

Government/Education

How Google WorksCrawl

Index

Analyze

Results

Page #2054

Health

Page #3076

Page #4051

Student

Page #2054

Page #4051

Page #54

Student Health

1

2

5 62

W# W#

How Google WorksCrawl

Index

Analyze

Results

Popularity

Optimal Content

Quality

BacklinksInternal LinksSocial Shares

Quality ContentCode Quality

SpeedUptime

Negative Impact to Rankings

Duplicate Content

Broken Links

HTML Errors

URL Length

Spam Links

Downtime

Keyword Stuffing

Slow Pageloads

What do you think is themost common SEO mistake?

404

I was hired

Be Carefulwith Hidden Content

Intro to Web Spam FlagsSpam

External links in your <nav>

Large site

too few links

Too many external

Links

Other Flags

Site link diversity low

Thin content

Heavy anchor text

No contact info

Domain name length

Domain name with numerals OR -

10On Page SEO TipsTOP

Keywords1 A word thatis important

Importance & Front Loading

Front LoadTop Three Paragraphs

watch for first <p>

Use Frequently & Use Early

TF-IDFTerm Frequency

Inverse Document Frequency

Headlines2Headings <H1>, <H2>

URLTitle <title>

Breadcrumbs

Keywords in URL

https://shcs.ucdavis.edu

https://shcs.edu

https://ucdavis.edu/shcs/

https://ucdavis.edu/shcs.html

Description Tags3 Include keywords

Be strategic

150 characters

Description Tags

<meta name="description" content="Wellness is an active process of becoming aware of and making choices toward a healthy and

fulfilling life. ...a state of complete physical, mental, and social well-being, and not merely the absence of disease or infirmity.">

Twitter CardOpen Graph (OG)

Social Platform Meta Tags

Subheads4 1 - 3 - 5 Paragraphs

Use Keywords

Length5 600 - 975 word count

2000+ expert content

< 300 be careful

Links6 Use keywords

No “click here”(same<p>)

Avoid universals

Example

Bullets7 Helps the reader

Include keywords

Ordered list is best

Bold & Italic8 Use Keywords in<strong> <em>

Example of using bullets and bold

Media9 5+ ImagesAlt Text < 125 chars

Use keywords(File Name & alt)

Use Video (with captions)

Synonyms10 Add diversity below halfway point

If longer, at a third

Head Term

Long TailVS.

Wellness Ways I can improve my emotional wellness?

Head Term

Long TailWays I can improve my emotional wellness?

best schools in northern california

best beaches in north shore kauai

how much sugar should you eat in a day

modifier/limiter head termcontextual search

contextual search head term

contextual search

modifier/limiter

head term modifier/limitercontextual search

Tools

answerthepublic.com

Reddit Quora

Free Tools

SEO CentroMeta Tag Analyzer

MozBarChrome plugin

SEO PowerSuite

Other Tools

ahrefs SEMrush

Wordpress Plugins

Yoast (drupal)

Redirection

Secondary Title

YARPP

Getting Started

Pick 3-5Keywords

Plan forSubheads, lists, bold…

PrepareImages & Video(s)

Coordinatewith Partners

Don’t wasteFirst <p>

headings: <h*>

Avoid404’s, web spam flags

hidden content

Developgood infrastructure

Be intentionalabout creating new sites

Let’s Talk…

Adam Napolitanadamnapolitan.com

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