Search Marketing Theatre; Tips & Techniques: Optimize the Indexing of your Website in Google and Other Search Engines
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Search Marketing Theatre; Tips & Techniques: Optimize the Indexing of your Website in Google and Other Search Engines
- 1. Tips & Techniques: Optimize the Indexing of your Website in Google and Other Search Engines Mike Rogers - Optimize Search Marketing Sponsored by:
- 2. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details! twitter.com/theidm theidm.com/idmlinkedin theidm.com/training facebook.com/theidm *Conditions apply
- 3. Optimise the Indexing of Your Website in the Search Engines Mike Rogers Managing Director Optimize Search Marketing mike.rogers@optimize.co.uk www.optimize.co.uk
- 4. 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
- 5. Title Tags 5
- 6. 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
- 8. 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
- 9. General Tagging 9
- 10. 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
- 11. Webmaster Tools 11
- 12. Webmaster Tools
- 13. XML Sitemap 13
- 14. 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!.
- 16. Sitemaps.org
- 18. Schema.org 18
- 19. 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.
- 20. Schema.org
- 22. Common Schemas
- 24. 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=pr Add in the <head> tag: <link rel="canonical" href="http://www.example.com/product.php? item=swedish-fish"/>
- 25. Author Tag 25
- 26. Author Tag
- 27. 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.
- 28. 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.
- 29. Thank You! Mike Rogers Managing Director Optimize Search Marketing mike.rogers@optimize.co.uk www.optimize.co.uk
- 30. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details! twitter.com/theidm theidm.com/idmlinkedin theidm.com/training facebook.com/theidm *Conditions apply