On-Page SEO Techniques for 2022
•Descargar como PPTX, PDF•
1 recomendación•309 vistas
Presentation on modern on-page SEO techniques.
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a On-Page SEO Techniques for 2022
Similar a On-Page SEO Techniques for 2022 (20)
Último
Último (20)
On-Page SEO Techniques for 2022
- 1. Dust Off your Strategy for On-Page SEO in 2022 © 2022, ShoutHaus, All Rights Reserved www.shouthaus.com
- 2. About • Stephen Fraga • Contact: stephen@shouthaus.com (415) 598-8715 • Join the meetup! meetup.com/SF-digital-marketers/ shouthaus.com | (415) 598-8715 | info@shouthaus.com 2
- 3. The Main Areas of SEO • On-Page • Off-Page • Technical shouthaus.com | (415) 598-8715 | info@shouthaus.com 3
- 4. On-Page SEO • HTML • Content • E.A.T. • UI/UX • Compliance shouthaus.com | (415) 598-8715 | info@shouthaus.com 4
- 5. HTML Affecting SERP + CTR • <title> • <meta desc> • “Fraggles” <a name=“#dogs”></a> • Filenames & Paths • “People Also Ask” (PAAs) shouthaus.com | (415) 598-8715 | info@shouthaus.com 5
- 6. HTML Links • Site structure • Breadcrumbs • Anchor Text • PageRank Sculpting • First Link Priority Rule shouthaus.com | (415) 598-8715 | info@shouthaus.com 6 https://commons.wikimedia.org/wiki/File:%22Org_charts%22_comic_by_Manu_Cornet.png
- 7. HTML Headings • One H1, Multiple H2s • Heading vs. Title • Keywords in Headings shouthaus.com | (415) 598-8715 | info@shouthaus.com 7
- 8. Content and Dwell Time • Word Count: 1000+ • Bounce Rate • Internal Linking • Videos • Extras: • Click-to-Tweets • User-generated Content • Tools • Keyword density: 1-2% shouthaus.com | (415) 598-8715 | info@shouthaus.com 8
- 9. Expertise, Authority, Trustworthiness shouthaus.com | (415) 598-8715 | info@shouthaus.com 9 EXPERTISE For an author, topic expertise (e.g., PhD and citations). For a website, a focus on a particular topic. AUTHORITY For an author, citations/links, social followers, being synonymous with the topic (e.g, Fauci). For a website, inbound links, citations, and social shares. TRUSTWORTHINESS Applies to the web site: SSL, refund policy, privacy/T&C policy, reviews, about-us page, external links to authorities, etc. Preference for .gov, .edu.
- 10. User Experience • Logically Structured Navigation • Intrusive Interstitials • Mobile Friendliness • Site Speed • Answer Search Intent • Design (UI) • Cumulative Layout Shift shouthaus.com | (415) 598-8715 | info@shouthaus.com 10
- 11. Compliance Issues • Valid HTML – Check with validator.w3.org • Accessibility – Check with Lighthouse in Chrome • Privacy • T&C • HTTPS shouthaus.com | (415) 598-8715 | info@shouthaus.com 11
- 12. Image Speed • WordPress Smushit: • Compression • Lazy Loading • Srcset attribute • Expiration headers with .htaccess • Better formats: • SVG • WebP shouthaus.com | (415) 598-8715 | info@shouthaus.com 12
- 13. Schema and the Semantic Web • Schema is XML Vocabulary for Web Pages • Described at schema.org • Inserted into HTML with: • JSON+LD, or • Microdata: div/span shouthaus.com | (415) 598-8715 | info@shouthaus.com 13
- 14. Popular Schema • WebPage / BreadcrumbList • Organization / LocalBusiness / PostalAddress • Product • Review • Author / Article • Person • Event • Video / Image • Recipe • FAQ • How-To shouthaus.com | (415) 598-8715 | info@shouthaus.com 14
- 15. Google Schema Tools • Google Search Console: URL Inspection https://search.google.com/search-console try: https://www.academyx.com/training/san_francisco/excel/ • Structured Data Markup Helper https://www.google.com/webmasters/markup-helper/u/0/ try: https://en.wikipedia.org/wiki/Tardigrade • Structured Data Testing Tool (old) https://search.google.com/structured-data/testing-tool/u/0/ • Rich Results Test https://search.google.com/test/rich-results shouthaus.com | (415) 598-8715 | info@shouthaus.com 15
- 16. Social Media Shares and UGC • Schema Associating Website with Social Properties • WordPress Plugins for Social Sharing Buttons • Comment Platforms: • Disqus • Jetpack Native Enhanced • Facebook Comments shouthaus.com | (415) 598-8715 | info@shouthaus.com 16
- 17. Tools • Ahrefs.com / Semrush / Majestic – keywords and site explorer • Buzzsumo.com / SparkToro – link finders and social shares • ScreamingFrog.com – crawling • Yoast/RankMath – SEO for WordPress • Siteliner – find duplicate content and errors • SiteBulb – visual representation of site structure • AnswerThePublic – find keywords and LSI terms • Critical CSS – inline your CSS for speed improvements • Cloudflare – various DNS and caching optimizations • Chrome Dev Tools – speed/network tests, accessibility compliance shouthaus.com | (415) 598-8715 | info@shouthaus.com 17
- 18. Experts • Nathan Gotch – gotchseo.com • Joy Hawkins– sterlingsky.ca • Brian Dean – backlinko.com • Neil Patel – neilpatel.com shouthaus.com | (415) 598-8715 | info@shouthaus.com 18
Notas del editor
- Don’t forget witchcraft
- SERP PREVIEW: https://www.portent.com/serp-preview-tool/ Title should be less than 600 pixels, more or less 55 characters Meta descriptions be up to 160 characters Google rewrites both FRAGGLES: Search for “huckleberry finn gutenberg” FILENAMES & URLS: Keep them short and repeat keywords PAAs: Search for “potatoes” to see questions. To target, use conversational tone, <h1>s and <ol>s
- SITE STRUCTURE: https://www.vaughns-1-pagers.com/internet/linking-structures.htm BREADCRUMBS: https://yoast.com/breadcrumbs-seo/ EXTERNAL LINKS: To boring, authoritative sites Use target=_blank
- “Can I Deduct Cat Food on My Taxes?” vs. “Dependent Care Deductions in Section 185(b)”
- WORD COUNT Not so much “word count” as “work” or “authority” BOUNCE RATE “pogosticking” Google Analytics
- LOGICALLY STRUCTURED NAVIGATION Sitelinks appear for well-organized websites Helps Google assign importance to the right category and product pages INTRUSIVE INTERSTITIALS https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html CUMULATIVE LAYOUT SHIFT https://www.searchenginejournal.com/cumulative-layout-shift/371946/ MOBILE FRIENDLINESS https://developers.google.com/web/tools/chrome-devtools/device-mode https://search.google.com/test/mobile-friendly - use a different browser. try with sf.gov vs. tired.com Also try https://ready.mobi
- ACCESSIBILITY: https://a11yproject.com/checklist/ Images should have alt attributes Text should be adequately contrasted with background Relevant anchor text Video transcriptions Proper headings Schema – e.g., Author & Article tags Sitemaps NOTICES: GDPR’s “Accept Cookies” is not a ranking factor Privacy and Terms generator: https://www.termsfeed.com/privacy-policy-generator/ Watch out for CCPA which applies to any company that operates in California and either makes at least $25 million in annual revenue, gathers data on more than 50,000 users, or makes more than half its money off of user data. HTTPS Free certificates from LetsEncrypt.org
- WEBP: >cwebp amy.png -q 80 -o amy.webp Paint.net will save as webp format Fallback for 20% not using WebP: https://bitsofco.de/why-and-how-to-use-webp-images-today/ EXPIRATION HEADERS IN .HTACCESS: ExpiresActive On ExpiresByType image/gif A2592000 ExpiresByType image/png A2592000 ExpiresByType image/jpg A2592000 ExpiresByType image/jpeg A2592000
- JSON + LD = JavaScript Object Notation + Linking Data http://jsonviewer.stack.hu/
- JSON = JavaScript Object Notation + Linking Data http://jsonviewer.stack.hu/