Pumping up page description tags The page description tag appears as several sentences below the link to each site in natural search results, as shown in Figure 2-5. Search engines display the first line of text when a page description tag isn’t available. Depending on the search engine, search engines may truncate description tags after 150 to 250 characters. Just in case, front-load the description with all the search terms from the set you’ve assigned to that page. Why pass up a marketing opportunity? Just because your site appears near the top of search results, you have no guarantee that someone will click through to your site. Write your page description tag as though it were ad copy, including a benefits statement and a call to action. Figure 2-5 displays natural search results on Yahoo! with the page description for several other internal wedding pages from MSLresort.com. Note the inclusion of search terms from the keyword tag in Figure 2-4 (wedding planners, wedding packages, pocono weddings, wedding locations), the benefits statement (Our wedding planners will customize a wedding package just for you), and the call to action (Enjoy).
11_584682-bk02ch02.indd 14811_584682-bk02ch02.indd 148
8/17/10 3:05 PM8/17/10 3:05 PM
Maximizing Metatag Muscle
149
Figure 2-5: The page description tag for several wedding pages on the Mountain Springs Lake resort site appears in the natural search results for pocono wedding packages.
Book II Chapter 2
Leveraging Search Engine Optimization (SEO) Reproduced with permission of Yahoo! Inc. © 2010 Yahoo! Inc. YAHOO!, the YAHOO! logo, FLICKR, the FLICKR logo, DELICIOUS, and the DELICIOUS logo are registered trademarks of Yahoo! Inc.
Working out with
11_584682-bk02ch02.indd 14911_584682-bk02ch02.indd 149
8/17/10 3:05 PM8/17/10 3:05 PM
150
Optimizing Your Site and Content for Search Engines
Optimizing Your Site and Content for Search Engines Optimization is the process of adjusting your site, blog, or social media profiles to “play well” with search algorithms. It’s done primarily by having plenty of relevant content, updating it often, and making sure that your Web presence is easy for general and on-site search engines to spider. I cover a few of the most important tricks of the trade in the following sections. For additional information on search engines and site optimization, check out some of the resources listed in Table 2-3.
Table 2-3
Search Engine and Optimization Resources
Name
URL
Description
Google Webmaster
https://www.google. com/support/web masters/bin/answer. py?answer=35769
Guidelines and suggestions for site optimization
LinkVendor
www.linkvendor.com
Suite of SEO tools
MarketingSherpa
www.marketingsherpa. com/Search2010Excerpt. pdf
Search Marketing Benchmark Report 2009-2010 (free excerpt)
Pandia Search Central
www.pandia.com
Search engine news
Search Engine Guide
www.searchengineguide. com/marketing.html
Search engine articles, blog, marketing
Search Engine Journal
www.searchen ginejournal.com/seobest-practices-forurl-structure/7215
Best practices for URLs
SearchEngineWatch. com (ClickZ)
www.searchengine watch.com
Articles, tutorials, forums, blogs, SEO articles, and tips
11_584682-bk02ch02.indd 15011_584682-bk02ch02.indd 150
8/17/10 3:05 PM8/17/10 3:05 PM
Optimizing Your Site and Content for Search Engines
151
Name
URL
Description
SEOmoz
www.seomoz.org
SEO resources, toolbar, blog, spam detector, membership
UrlTrends
www.urltrends.com
Suite of SEO tools and reports
Writing an optimized first paragraph
There’s nothing like on-site social media, such as a blog or forum, to generate keyword-rich content for search engines to munch on. Best of all, other folks are helping you feed the beast!
Book II Chapter 2
Leveraging Search Engine Optimization (SEO)
First and foremost, use the four or five search terms from each assigned set in the first paragraph of text on a page or the first paragraph of a blog posting (refer to Figure 2-3). Basically, most search engines don’t check entire Web sites or blogs, so the engines continue until they reach a hard return or 200 words. That’s too many words for a paragraph on the Web, so get those search terms in early.
Figure 2-6 shows a well-optimized posting and its source code from the Changing Aging blog. Ecumen, a nonprofit organization specializing in senior housing and services, owns the blog. This entry at www.changingaging blog.org/posts/view/1272-boston-college-analysis-projectsseniors%27-long-term-care-costs includes the phrase long term care in its URL, post title, tags, categories, and text. The source code uses the same term in the title and keyword tags, and indicates that the Ecumen Changing Aging blog has both an XML site map and an RSS feed. Don’t try to force more than that set of terms into the paragraph. If another phrase or two from the keyword tag fit naturally, that’s fine. Trying to cram more words into your text may render it unintelligible or jargon-loaded to human readers. No matter where the first paragraph of text appears on the page, place the text near the top of the source code. The text should appear above any tags for images, video, or Flash.
11_584682-bk02ch02.indd 15111_584682-bk02ch02.indd 151
8/17/10 3:05 PM8/17/10 3:05 PM
152
Optimizing Your Site and Content for Search Engines
Figure 2-6: This blog post uses several keywords in its title, tags, categories, and text and includes an XML site map and RSS feed. Courtesy Ecumen
Updating often Search engines, especially Google, love to see updated content. A sign that a Web site is loved and cared for, easily updated content is one of many reasons for having a blog or content management system on your site. If changing content is simple and free, you’re more likely to do it.
11_584682-bk02ch02.indd 15211_584682-bk02ch02.indd 152
8/17/10 3:05 PM8/17/10 3:05 PM
Optimizing Your Site and Content for Search Engines
153
At least once a month, change a paragraph of content on your site. Include this task on your Social Media Activity Calendar (see Book I, Chapter 3). If you can’t commit to this task, at least ask your programmer to incorporate some kind of automatically updated material, whether it’s a date-and-time stamp, a quote, or an RSS feed, for example. If you follow no other search optimization tips in this chapter, make sure that you follow at least these two: Update often and optimize the first paragraph of text on every page.
Using search terms elsewhere on pages
✦ Links: Use the words from your priority set of search terms as text links or anchor text (words that form an active link to another internal page or external site). Don’t waste valuable real estate on meaningless phrases such as Learn more or Click here. They don’t do a darn thing for your search ranking.
Book II Chapter 2
Leveraging Search Engine Optimization (SEO)
Guess what? You score extra jelly beans in the relevance jar if your search terms appear in particular places on your Web site. Follow these tips to help optimize your Web page or blog for your selected set of search terms. If they don’t work naturally, don’t force them.
If a clickable image opens another page, such as a product detail page, add a clickable caption that includes a search term or the product name. Score some points! ✦ Headings: Headlines and subheads help organize text and assist readers who are skimming your copy for the information they want. Headings that include your search terms can also improve your search engine ranking. Onscreen, these words usually appear in bold and in a larger font size or different color (or both) from the body copy. Headings must carry the
FAQs
How do beginners use social media marketing? ›
- Identify and Focus on Your Target Platforms. ...
- Dedicate Time for Daily Maintenance. ...
- Use a Social Media Calendar. ...
- Encourage Employee Engagement. ...
- Track and Evaluate KPIs. ...
- Actively Research New Content Ideas. ...
- Stick to the Plan. ...
- Getting Started with Your Social Media Marketing Strategy.
- #1 Define your goals.
- #2 Specify your target audience.
- #3 Audit your social media channels.
- #4 Analyze your competitors.
- #5 Set your KPIs.
- #6 Choose social media platforms.
- #7 Create a social media content calendar.
- #8 Set up a workflow in your team.
Generally speaking, social media accounts want to abide by the rules of thirds: 1/3 promoting your product or services, 1/3 interacting with others, and 1/3 sharing industry news and tips you believe your followers could benefit from. It sounds simple, because that's exactly how it should be.