6. • The title of your page
• Top ranking factor
• 600 pixels long (70 characters)
• Keyword focused (not stuffed)
• Moz Title Tag Tool to check
Metadata: Title Tags
9. • Important for driving clicks
• Not a ranking factor
• Up to 320 characters
• Previously up to 160
Metadata: Meta Descriptions
• Meaningful Meta Descriptions
• Your customer’s problem
• Your businesses’ solution
• The outcome (results &
emotion)
11. URL Structure Tips
• Be consistent
• Keyword optimized (but not stuffed)
• Short and to the point
• Think ahead
• Use lowercase letters
• Use dashes (-) between words
• Avoid other symbols (_,#,*,^,&)
URL Structure
17. Google Search Console
1. Go to HTML Improvements
2. Duplicate Meta Descriptions
3. Duplicate Title Tags
Duplicate Content: Identify
Other Methods
• Manually checking website crawl
for suspect URLs
• Checking for duplicate sentence
copy
18. Yoast Plugin
1. Go to Search Appearance
2. Select the “Taxonomies” tab
3. Select items to not show in
search results
Duplicate Content: Fix
Other Methods
• Implement canonical tags
• Implement redirects
20. What is Schema?
Schema markup is code that you put on
your website to help search engines
better understand the content of a
webpage in order to return better results
to search users.
22. • Used to provide data for an
organization such as a school,
corporation, club, etc.
• Helps improve Google knowledge
graph results
Schema: Organization
23. • Used to provide information on a
local business
• Helps improve Google knowledge
graph results
Schema: Local Business
24. • Used to provide
information on a
product including price,
reviews, description,
etc.
• Helps improve Google
search rich snippet
results
Schema: Product
26. Ways to implement
• Via Google Tag Manager
• Via a plugin for header code
injection
Schema: Implementation Overview
Writing your code
• Use JSON-LD format
• Check your code
• Follow examples
• Schema.org
• JSONLD.com
• Schema Generator
30. • An HTML sitemap
provides a clean view
of a websites
structure, including
links to the pages
• It is meant to be
“human readable”
• Link to it at the bottom
of your footer and on
your 404 page
Sitemaps: HTML Sitemap
31. • An XML sitemap provides search
engines with an easily crawlable
index of pages on your site
• It is meant only for search engines
and shouldn’t be shown to users
Sitemaps: XML Sitemap
33. Simple Sitemap Plugin
1. Create new page called
“Sitemap”
2. Paste [simple-sitemap] in the
text area
3. Publish page
Sitemaps: Creating HTML Sitemap
34. Yoast Plugin
1. Navigate to “General” in the
Yoast menu
2. Go to the “Feedback” tab
3. Turn “XML Sitemaps” On
4. Save
Sitemaps: Creating XML Sitemap
36. Google Search Console
1. Under “Crawl” choose “Sitemaps”
2. In the top right, add the url of your XML sitemap and submit
Sitemaps: Adding To Google
