for

editors

• intro

• what is SEO

• SEO checklist for editors

• content quality

• headlines & page titles

• internal linking

• images

“ Recently, I listened to a senior manager state that the job of content

people was to create content, while linking, navigating and search

were ‘technical’ issues. Nothing could be further from the truth.

If you are a web content professional your job is linking, navigating

and searching far more than it is content creation.

On the web, your content is valueless unless it is well linked,

easy to navigate to and easy to find.

That is not someone else’s job. It’s yours. “

http://www.gerrymcgovern.com/new-thinking/continued-decline-homepage

SEO = Search Engine Optimization

What is

SEO =

Source: http://searchengineland.com/guide/what-is-seo

Organic or paid search results – spot the diffference

Organic AND paid search results – total SERP domination

Check if it

still looks

like this

LM India English - search as a traffic source – Aug 1 - Nov 22, 2015

LM India Hindi- search as a traffic source – Aug 1 - Nov 22, 2015

Change in sessions coming from Google (organic)

SEO = Search Engine Optimization

Which things are more important than others?

Google says:

The three key processes in delivering search

results to you are

• Crawling:

Does Google know about your site? Can we find it?

• Indexing:

Can Google index the important pages on your site?

• Serving:

Does the site have good and useful content that is relevant to the

user's search?

SEO checklistfor editors

A. content quality

B. topic and keywords

C. headlines & page titles

D. internal & external linking

E. tags

F. images

G. video & audio

H. promotion & syndication

Elements of the SEO checklist for Editors

Search engines want to deliver great results, that's

why they weigh quality in many ways. Like ....

• which other web pages link to this page?

• is the text original or copied?

• does the page have spelling, stylistic, or factual

errors?

• does the page load fast?

• does the page work well on mobile?

• is there sufficient main content on the page?

Content quality

See: More guidance on building high-quality sites

Main content: bad quality page

Main content (MC)

almost empty

‘Bad quality’ page

http://eltoque.com/video/

ayotzinapa-somos-todos

Bad quality page (to Google)

http://eltoque.com/video/

ayotzinapa-somos-todos

Content quality: E.A.T.

Content quality: E.A.T.

ExpertiseIs the content on the page

relevant to area of expertise

of site and author

TrustDomain history, link graph,

spam analysis

AuthorityWho is linking to you?

See: http://macedynamics.com/research/content-quality-score/

Important quality signal: links from others

If possible, make sure links are shown in the right places

http://www.bristol.ac.uk/global-insecurities/transforming-insecurity/links.html

Netherlands?

A. content quality

B. topic and keywords

C. headlines & page titles

D. internal & external linking

E. tags

F. images

G. video & audio

H. promotion & syndication

Some more elements of the checklist

Headlines & Page Titles

On-page headline

Headline on social media

Page title in search results

headline in link

Super important: the HTML title tag

Headlines

Write separate titles for Facebook & Twitter

Internal linking: always check your links!

https://lovematters.in/en/news/sex-animals-not-so-strange-rural-brazil

Internal linking: write descriptive links

https://justicehub.org/article/best-cartoons-palestine

But don’t give your reader too many options

Link at the end of an article: call to action

Images: add relevant alt text, and more

Lastly: meta descriptions of Hindi tags

… haven’t been translated yet.

Start using the list

1. content quality

2. topic and keywords

3. headlines

4. tags

5. internal linking

6. images

7. video & audio

8. promotion & syndication

Which section will you focus on next week?