search marketing theatre; tips & techniques: optimize the indexing of your website in google and...
Post on 17-May-2015
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Sponsored by:
Tips & Techniques: Optimize the Indexing of your Website in Google
and Other Search EnginesMike Rogers - Optimize Search
Marketing
Special TFM&A offer20% off selected IDM training courses!
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theidm.com/idmlinkedin
facebook.com/theidm
theidm.com/training
To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!
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Optimise the Indexing of Your Website in the
Search Engines
Mike RogersManaging Director
Optimize Search Marketingmike.rogers@optimize.co.uk
www.optimize.co.uk
What You Will Learn Today• How to get the basic tags are defined correctly
– Ensure you get the basics for titles and description meta tags defined correctly• How to use Webmaster Tools to identify problems
– See where your title and description meta tags are non-existent, too long, too short or duplicated
• SML Sitemap– Configure your Sitemap effectively to aim towards 100% indexation
• Schema.org– Employ standard schemas where appropriate to help the search engines help
you• Additional tags
– Understand the power of the “rel=canonical” and “author” tags to highlight to search engines where duplicate content might exist
Title Tags
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Title Tag Recommendations
• The most important of the on-page keyword elements
• Should preferably employ the primary target keyword term/phrase as the first word(s)
• Do not feel the need to place your brand in the title tags
• Restrict length of title tags to 65-70 characters• Be consistent
Description Meta Tags
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Description Tag Recommendations
• Good usage can boost click-through rate• Be factual• Include relevant keywords• Keep it to around 160 characters (including
spaces)• Do NOT employ descriptions across the board
General Tagging
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General Tagging
• Other tags that need to be used appropriately include:– Primary header (<h1>)– Secondary headings (<h2>, <h3> etc...)– Images (‘alt’ tags)– Bold text– Bullet point lists
Webmaster Tools
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Webmaster Tools
XML Sitemap
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XML Sitemap• Sitemaps are an easy way for webmasters to
inform search engines about pages on their sites so that search engines can more intelligently crawl the site.
• A Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL
• Sitemap use has wide adoption, including support from Google, Microsoft and Yahoo!.
Sitemaps.org
Schema.org
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Schema.org
• A schema is a collection of html tags that can be used to markup pages in ways that are recognised by search engines.
• On-page markup enables search engines to understand the information on web pages and provide richer search results
• Google, Bing and Yahoo! rely on this markup to improve the display of search results.
Schema.org
Common Schemas
Rel=“Canonical” Recommendation
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rel=“canonical”
• A canonical page is the preferred version of a set of pages with highly similar content.
• Add a rel="canonical" link to the <head> section of the non-canonical version of each HTML page. For example, on a page:
http://www.example.com/product.php?item=swedish-fish&sort=priceAdd in the <head> tag:
<link rel="canonical" href="http://www.example.com/product.php?item=swedish-fish"/>
Author Tag
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Author Tag
Author Tag on Google
• First, you'll need a Google Profile• Add a good, recognisable headshot as your
profile photo• Then, verify authorship of your content by
associating it with your profile• Google doesn't guarantee to show author
information in Google Web Search or Google News results.
Author Tag on Google
• Add your name (required) and email address (recommended) on each page containing your content
• Add your email address to your Google profile• Link your content to your Google Profile
– Add the personal badge to your site– Create a manual link to your Google Profile from
your webpage. Your link must contain the ?rel=author parameter.
Thank You!
Mike RogersManaging Director
Optimize Search Marketingmike.rogers@optimize.co.uk
www.optimize.co.uk
Special TFM&A offer20% off selected IDM training courses!
twitter.com/theidm
theidm.com/idmlinkedin
facebook.com/theidm
theidm.com/training
To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details!
*Conditions apply
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