The slides in this "Content Optimization & Getting Your Work Found on Google" PowerPoint was utilized during Atlanta SEO Consultant Chris J. Everett of Captivate Search Marketing on April 15, 2014 during a talk/presentation he gave to the Atlanta Chapter of the Society of Technical Communication. During the presentation, Chris discussed fundamentals on What search engines are, the different types of search engines out there, how web search engines work, and why everyone in the business world so focused on Google. Chris also discussed how to optimize web pages (and website content architecture) and PDF documents for optimal organic search value. For more information on the presentation, as well as resources cited, visit his website at www.chrisjeverett.com/stcatlanta

1. Content Optimization &
Getting Your Work Found
On Google
April 15, 2014
Chris Everett
Principal
Captivate Search Marketing

2. Who is this guy?
Chris Everett: Speaker Profile
• Northern Transplant from Peoria, Illinois
• BA in Corporate Communication
- Northern Illinois University (2006)
• Worked in Internet Marketing Since 2007
- Web Project Manager
- SEO Consultant
• Founded Captivate Search Marketing in 2009
Some Brands We Work With:

3. Presentation Overview
What We Will Cover Today:
• Search Engines & How They Work
• Optimizing Web Pages for Google Search
• How to Optimize Website Content Organization
• Off-site Marketing Strategies that Build Visibility
• Special Bonus Section (If Time Permits)

4. What is a Search Engine?

5. Types of Search Engines
• Desktop PC Search Engines
• Built-In Website Search Engines
• Intranet Search Engines
• Extranet Search Engines
• Web Search Engines

6. How Web Search Engines Work

8. Why is Everyone Obsessed with
?
“LMGTFY.com”
“Consult Dr. Google”
“Google it!”

9. Because it’s the 800lb
Gorilla of Search!
Note: Google is not
actually a Gorilla. It is
a Web Search Engine.

10. How Do I Get Found on Google?
There are over 200 Ranking Factors
in Google’s Algorithm!

11. Important Ranking Factors
• Website/Document Content Optimization
• HTML Markup & Meta Data
• Keyword Relevancy
• Topical Relevancy
• Site Content Structure
• Topical Authority on the Web
• Number of Quality Links Pointing
to Your Content
• Social Media Engagement

12. Finding the Right Keywords
Use the Free
Google Adwords
Keyword Planner
www.google.com/sktool/
Start typing in Phrases
You Think People Might
Be Searching For to
Find Your Content

14. Embrace “Longtail” Keywords

15. You’ve Got Your Keywords…
So Now What Do You Do With Them?

16. Optimizing Web Pages for Google

17. Tips for Optimizing Web Pages
Utilize Keywords in the page's:
 Meta Title <title>
 Meta Description Tag
 Web Page URL
 Content Header Tags
<h1><h2><h3>
 Body Content Naturally

18. Use Keywords in the Meta <title>
Why Do This?
• Meta Title is the most important
tag on any web page.
• It tells the search engine what
your content is all about.
• It displays in the Search Results!

19. Use Keywords in the Meta <title>
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Example Optimized Title Tag Might Be:
<title>Weber Genesis e-310 Manual Assembly | Weber Grill Manuals</title>
Best Practice Tip: Keep Meta Title Tags at a 70 Character Max

20. Use Keywords in Meta Description
Why Do This?
• This tag has no impact on where Google
will rank the page organically
• It displays in the Search Results and is
essential for driving Click Throughs!

21. Use Keywords in Meta Description
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Example Optimized Meta Description Might Be:
<meta name=”description” content=”View Weber Genesis e-310 Manual
Assembly Online at [Your Brand Name]. Download PDF Files of Weber Grill
Manuals for Genesis e-310 Model Weber Grill Assembly.”>
Best Practice Tip: Keep Meta Description at 160 Character Max

22. Use Keywords in the URL
Why Do This?
• Page URLs have a direct impact
how well your website ranks in
terms of both structure and
keyword relevancy
• It displays in the Search Results!

23. Use Keywords in the URL
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Example Optimized URL Might Be:
http://www.yourwebsite.com/weber-grill-manuals/weber-genesis-e-310-manual-
assembly.html
Best Practice Tip: Keep URL at 2,048 Character Max

24. Keywords in Content Header Tags
Why Do This?
• <h1> tags impact web page
keyword relevancy. Similar to the
<title> tag, it reasserts what the
content on the page is about.
• <h2> tags are like subheaders
within a document, but also
provide an opportunity to include
targeted keywords on a page
(Example Optimized Content Header Usage)

25. Keywords in Content Header Tags
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Example Optimized Content Headers Might Be:
<h1>Weber Genesis e-310 Manual & Assembly</h1>
or
<h1>Weber Genesis e-310 Assembly Manual</h1>
<h2>Download Weber Genesis e-310 Assembly Manual</h2>
Best Practice Tip: You should only have 1 <h1> tag per web page

26. Use Keywords in Body Content
Why Do This?
• Keyword Relevancy, of course.
• The trick is to add the targeted
keyword phrases throughout your
body content naturally so it still
reads well for users.
• Utilize <strong> tags on some
mentions of your keywords – but
not all of them.
(Example Optimized Content Header Usage)

27. Use Keywords in Body Content
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Example Optimized Body Content Might Be:
<p>Have you lost your Weber Genesis e-310 Manual?</p>
<p>Dumbfounded on the Weber Genesis e-310 Assembly?</p>
<p>Download the Weber Genesis e-310 Assembly Manual.</p>
<p>Get Full Grill Schematics in the Weber Genesis e-310 Manual.</p>
Best Practice Tip: Do NOT keyword stuff. That's SPAM, and not the yummy kind!

28. How Content Organization Impacts
Your SEO Efforts

29. How Content Organization Impacts
Your SEO Efforts
Develop Better Topical Relevancy
 Group Content Logically into
Content “Silos” or “Clusters”
 Create Supporting Content
 Build Around Relevant
Longtail Keywords

30. Group Related Content into
“Clusters” or “Silos”
Why Do This?
• Search engines value content
“theme” organization and tend
to rank websites that use it
higher in organic search.
• It makes for a better user
experience!

31. Group Related Content into
“Clusters” or “Silos”
Example Optimized Content
Cluster Might Be:
Root Domain:
www.yourwebsite.com
Content Category:
www.yourwebsite.com/weber-grill-manuals.html
Content Subcategory:
www.yourwebsite.com/weber-grill-manuals/genesis-series.html
Content Landing Pages:
www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html
www.yourwebsite.com/weber-grill-manuals/genesis-series/e-330-manual-assembly.html
www.yourwebsite.com/weber-grill-manuals/genesis-series/s-310-manual-assembly.html
www.yourwebsite.com/weber-grill-manuals/genesis-series/s-330-manual-assembly.html

32. Create Supporting Content
Why Do This?
• Continue to Build Topical
Authority on Subject Matter
• Cross-Linking Opportunities
• Creates more “Longtail”
keyword opportunities for
inbound traffic

33. Create Supporting Content
How to Do it Effectively:
• Blogging
• FAQ Sections
• Video Tutorials
• Image Galleries
• Whitepapers
• Comparison Pages
The End Goal:
Become a Go-To
Resource for your
Subject Matter!

34. Create Supporting Content
Our Example Keywords:
Weber Genesis e-310 Manual
Weber Genesis e-310 Assembly
Weber Grill Assembly
Assemble Weber Grill
Supporting Content Ideas:
• Blogging Series on Grilling Recipes
• FAQs on Grill Maintenance
• Video Tutorials on Grill Assembly
• Grill Image Galleries
• Whitepapers on Grill Series Enhancements
• Comparison Pages – Gas vs Charcoal

35. Off-site Marketing Strategies
Building Links is Essential
 Create a Content
Marketing Strategy
 Start Blogging!
 Build Relationships with
others in your industry
 Engage thought leaders
 Share on Social Media
Why Do This?
Link Authority = Trust = Higher Rankings

37. Optimizing PDF Files for Google

38. Tips for Optimizing PDFs
1. Use an Optimized File Name
2. Always Use Text Based PDFs
3. Utilize Your Keywords in Your
• Document Title & Subject
• Document Keywords
4. Keep File Size Small as Possible
5. Clean up the Reading Order
6. Write Protect Your Document

39. Use an Optimized File Name
Why Do This?
• Keyword Relevancy - the file name
becomes part of the document URL.
vs

42. Always Use Text Based PDFs
Why Do This?
• PDFs are not like normal HTML
pages and Google gets confused
when it crawls them and can’t
determine what the content in the
PDF document is about.
• Google DOES understand plain text
and will figure out what your PDF
content is all about in plain text.

43. Always Use Text Based PDFs
Why Do This?
• Processes are different depending
on what program you're utilizing and
exporting into a PDF document
• There IS optical character
recognition software available to
convert image scans into text based
for PDFs

44. Use Your Keywords Strategically
Why Do This?
• It Boosts the Keyword Relevancy of
your plain text PDF document when
Google crawls and indexes it.

48. Keep File Size Small As Possible
Why Do This?
• The larger the file, the slower it will
load on your server, which affects
both user experience and
crawlability!

50. Clean up the Reading Order
Why Do This?
• You’re able to assign (keyword rich)
Alt text to images embedded in the
PDF document.
• There is speculation that Google
can handle content header tags
assigned in PDFs similarly to how it
does with normal HTML documents.

56. Write Protect Your Document
Why Do This?
Because it Prevents Others From
Saving Your Work and Editing it
(Including the Links Within
Your PDF Documents)

60. My Contact Information
Email: chris@captivateseo.com
Tel: (404) 953-2406
Fax: (404) 935-5355
Twitter: @ChrisJEverett / @CaptivateSearch
Facebook.com/CaptivateSearch
Linkedin.com/in/atlantaseoconsultant
www.chrisjeverett.com

61. Content Optimization &
Getting Your Work Found
On Google
For More Information on Today's Presentation go to:
www.chrisjeverett.com/stcatlanta