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Week 6: Search Engine Marketing - Coggle Diagram
Week 6: Search Engine Marketing
Technical SEO
Sitemaps
Point SE to pages on your site and ensure that pages are not overlooked or missed by crawlers
Websites should have both HTML and XML sitemaps
Code used within site
Structure of the site
Common technical concerns
Site maps
Robots.txt files
Site errors
404 page best practices
Redirects
Search Engine submission
Marketers need to register the site with the search engines
Sometimes, this process is automatic as the SE robots will follow the links from other sites
Robots.txt file
A protocol used to specify which pages should or should not be indexed and the rate at which files are accessed by SE robots
The robots.txt file must be placed in your site’s root folder or it will be ignored by bots
Site Errors
HTTP response status codes: 200, 404, 500, 503
Redirects
Used to transfer users from deleted pages to new and updated pages
When a page is redirected, an HTTP status code is presented to provide page handling instructions to search engine
On-page SEO
Content
HTML - Webpage Structure
Page Content
How relevant is the content to the theme of the site?
Does the article appear to use keywords effectively?
Does it include useful resources that add value to the reader?
Does it include useful resources that add value to the reader? Does it link out to other relevant and useful sites?
Meta-data
data that describes other data
Meta Descriptions
The block of text under the title and URL; hidden to the viewer and only displays publicly in the search results.
Describes what the page about
Meta description keywords don't help a site rank, but they can be used to direct website traffic
Title Tags <title>
Should describe your page accurately and concisely
Contain keywords users are likely to search for
Leverage branding
Best practices
Meta Data Elements
Title tag
URL
Meta description
Meta Keywords Tags
In the past, search engines could not analyze website’s content easily. They use these tags to rank a page. However, many webmasters would over-optimized, or stuff this area full of keywords
As search engine algorithms improved, the meta keywords are unnecessary.
URL
An address that loads a particular site.
Forward slashes /: represent subfolders, or subdirectories, which help to categorize documents on a site.
Image Alt Attribute & Filename
Heading tags <h1> <h2> <h3>
SE look at the heading tags on a page to determine what the page is about and the page's structure
H1: primary heading, or the most important of the heading tags
H2, H3, and so forth: subheadings
Internal Links
Off-page SEO
Engage in social media
There is an indirect influence on SEO through growing and engaging your online user base. It can indirectly increase your overall brand visibility online and help earn a better reputation, allowing your site to receive more traffic
Draft good content that worth links
Back Links
The site provide an excellent user experience and creating great content, some form of outreach is necessary to ensure that content is discovered by the right people willing to share and link to it.
Link Juice
Acquire inbound links (links from other websites)
Each time a website links to another website, this link is counted as sort of a vote. If web A links to web B, web A is endorsing web B’s usefulness and importance. More votes/ link better PageRank
Each page is assigned a PageRank value based on the number and quality of links pointing to that page
Scored between 0 – 10; 0 represents new websites and 10 represents very well-known, authoritative sites
