Understanding the nature of how data is structured on the web, and how search engines work - helps us to underpin our knowledge on how to improve our search and social media presence. This talk was delivered at Outreach Digital. A volunteer organisation that seeks to share and promote learning to new and interested digital marketers.

1. Get Your
Content Out

2. “Either write something
worth reading or do
something worth writing
about” –
Benjamin Franklin
@NicholaStott theMediaFlow

3. Indexed Web Optimising Pages
What Gets
Shared
Discovery
Mechanics
@NicholaStott theMediaFlow

4. Classification
Systems

5. Linnaen Taxonomy
Chordata
Vertebrata
Mammalia
Primates

6. Dewey Decimal
000-900
subdivisions
A-Z
Class
Table
“Relativ index”

7. Hierarchical and
Familial

8. “Linked data is the
semantic web done right”
–
Tim Berners-Lee

9. @NicholaStott theMediaFlow

10. Indexed Web Optimising Pages
What Gets
Shared
Discovery
Mechanics
@NicholaStott theMediaFlow

11. Neat and Tidy Site IA

12. Keywords & Mark-up

16. Know Your SERP

20. • Title tag
• URL
• Meta description (emphasis by Google)
• Image
Results Snippet

21. Rich Snippet
• TDUI PLUS…
• Star ratings
• Cooking time
• Calories

23. Title Tag
• Front load (the keyword)
• Limited to 512 pixels
• Around 55 characters
• Avoid weird symbols
• Brand name at the end
• Drop brand name for long keywords
• Use Yoast SEO Plugin for Wordpress

24. URL
• Only the keyword
• No noise words
• Brief
• Use hyphen to separate/avoid weird
symbols

26. Description
• Incorporate (the keyword)
• Entice the reader
• Write naturally, but snappy (ad copy)
• Around 155 characters
• Not a ranking factor
• Impacts CTR

28. Image Optimisation
• Descriptive filename (use KW)
• Optimise the image title
• Alt text (assistive technologies)

29. Semantic Data

32. Semantic Mark-up
• RDFa, Microformats
• Schema (protocol and convention)
• Schema.org
• Data highlighter tool (Google only)
• Search “Google data highlighter”

34. Recipe Schema

35. Indexed Web Optimising Pages
What Gets
Shared
Discovery
Mechanics
@NicholaStott theMediaFlow

36. 1.Simple
2.Unexpected
3.Concrete
4.Credible
5.Emotional
6.Stories
“Sticky” Ideas

37. “Viral” Characteristics
1.Social Currency
2.Triggers
3.Emotion
4.Public
5.Practical Value
6.Stories
@NicholaStott theMediaFlow

38. Resonate

39. Indexed Web Optimising Pages
What Gets
Shared
Discovery
Mechanics
@NicholaStott theMediaFlow

40. Finding & Sharing

43. Advanced Query
Operators

44. site:

45. “search term”

46. - And +

47. Combo

48. • Content ideas
• Places to engage
• Questions to
answer

49. Twitter

50. Instagram

52. Sharing

53. Tips Before Sharing
• Observe
• Interact
• Be useful
• Use hashtags
• Be consistent
• Measure

54. Ask me about…
tools?
Measurements?
Content
ideas?
Why am I obsessed with Instagram?
@NicholaStott theMediaFlow