Optimizing Content with SEO and Social Media
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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.
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Optimizing Content with SEO and Social Media
- 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
- 8. “Linked data is the semantic web done right” – Tim Berners-Lee
- 10. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
- 11. Neat and Tidy Site IA
- 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
- 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
- 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