In part 2 of SEO for Content Creation you will learn about the HTML elements you need to optimize in your page and site to have better rankings in major search engines. Follow Matt Cutts as he explains the three main HTML elements in SEO.

1. Create Content With SEO in Mind
Part 2 - HTML Elements
Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com

2. Welcome back!
Let’s start by doing a
quick recap of last
week’s presentation

3. By now you probably know all about:
1 2 3
Organic
Search
Paid
Search
Internal
Search

4. And you should be familiar with the concepts of
crawlers, humans, and search engines

5. This is what crawlers see

6. This is what we see

7. And this is
what the
crawler shows
us

8. If you still have any
doubts, be sure to check
our other presentation at
redbricksmedia.com/blog

9. So let’s get started and learn
about those HTML elements
needed for SEO

10. There are various
HTML elements
that we need to
check constantly

11. HTML elements basically tell the crawlers (search
engines) what the site is all about

12. Crawlers come,
read the HTML
code and start to
create an idea
(in their mind) of
what this
particular web
page contains
and what it’s all
about

13. So you can
understand the
importance that
HTML (and code)
elements have in
SEO...
They are basically
⅓ of the pie - the
other ⅔ are
content and links

14. There are many elements we can
cover, but we’re going to start with 3
simple ones you can use to
optimize your site fairly quickly

15. 1 2 3
Meta
Tags
Header
Tags
Microdata
The ones we’re covering in this presentation are:

16. Meta tags are
HTML (or XHTML)
elements that are
used to provide
structured metadata
about a web page

17. Basically they are
short, powerful
descriptions of
the page

18. The most
important ones
are:1. Title Tag
2. Description
Tag and
3. Keyword Tag

19. Think of Title
Tags as the most
important
descriptive
sentence of the
document
<title> </title>

20. You see Title Tags in the top of your browser’s tabs

22. And in the search engine results

24. So as you can see,
Title Tags are
important for
search engines
and humans
The search engine
reads what the
page is about and
we see it in the
search engine
result and browser

25. The same happens
with the
Description Tag

26. It gives crawlers
and humans
information about
the page

28. And finally Keyword Tags

29. Keywords are used to
provide more
descriptive text to the
page
The Keyword Tag
used to be very
important, but thanks
to spammy practices, it
is no longer relevant
for search engines and
crawlers

30. So remember:
1.Title Tag (very important)
2. Description Tag (important)
3. Keyword Tag (less important)

31. Now let’s
move onto
the Header
Tags

32. The Header Tags are used to define HTML headings

33. There are 6 in total
<h1> to <h6>, H1
being the most
important one and
H6 the least
important one

34. Picture a Geography
Book:
H1 would be the main
title (World Geography)
H2 would refer to the
continents
H3 would be countries
H4 would be states
H5 would be counties
H6 would be cities

35. Header tags are very
important. On top of
the Meta Tags (Title,
Description, and
Keywords),they help
crawlers and search
engines understand
what the page is about

36. They should be unique and contain relevant keywords

37. and should be treated carefully

38. You need to have a
logical H structure in
your page
Imagine if a book had
several “main titles”... it
would make no sense
So it is highly
recommended to have
1 H1 and follow with
H2 - H6 according to
the importance
of that content

39. 1 2 3
Meta
Tags
Header
Tags
Microdata
Until now we’ve covered Meta Tags and Headers,
so let’s move on to the last section

40. “Microdata is an HTML specification used to nest
semantics within existing content pieces on web
pages”
“Search engines, web crawlers, and browsers can
extract and process Microdata from a web page and
use it to provide a richer browsing experience”
“Search engines benefit greatly from direct access to
this data because it allows them to understand the
information on web pages and provide more relevant
results to users ”

41. Different Microdata tags need to be implemented to
provide the right information since every page is unique

42. Schema.org provides
a collection of HTML
tags that webmasters
can use to markup
their pages
Please visit that site in
order to learn
everything there is to
know about Microdata
and all the tags you
can use in your page

43. Here’s an example of how Microdata looks:

44. Yes... this is very technical, but trust me when I say it is
very very useful

45. If you implement Microdata Tags into each page, you
will be helping search engines find you, keeping you
ahead of your competitors

46. Up until now you've
learned a bit about:
1. Meta Tags
2. Headers
3. Microdata

47. But yes... there’s still more ground to cover

48. We’re still missing:
Keywords and
Content & Links

49. Check us out next week and learn how an
effective keyword strategy can boost your SEO
efforts

50. Thanks!
Send us your questions and visit us at
www.redbricksmedia.com
Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com