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SEO: Optimizing Articles & Content

You take the time to create great content, make sure you get the most out of it. Follow these simple content optimization guidelines to get more out of your articles.

Shannah Pittman

on 16 October 2014

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Transcript of SEO: Optimizing Articles & Content

People trust the search engines and consider top results the most valuable and trustworthy
This trust combined with quality content creates a positive association to the brand
Seach engine optimization is what we can do to make our site easier to find in search engines
Search engines decide in very complicated ways which results are most relevant to a search
The web is gets bigger and bigger, and search engines are in charge of sorting everything
Why optimize?
Content Optimiziation
What needs to be optimized?
Title tags
Headlines and subheads
Meta descriptions
Meta keywords
Reference for the reader
Less than 65 characters
Use keywords, top and left
Different than headline/H1
Directory path, mention the brand, use dividers
List the article first, then subcat, then brand
Page titles
Draw reader into article
Be short and concise, yet descriptive
Use keywords
Index link and component title should match
Written in Title Case
Subheads / Sublines
Increase audience attention span
Used for:
Greater context
Division of sub-topics
Captions should be descriptive and relate a photo to the article
Alt tags should identify the medium and the content
Use keywords, top and left
Only use relevant photos
Meta description
Not the article itself, a description of the article and a call to action
Keywords are important
Reads like a sentence
Mention brand, call to action
Under 160 characters
Provide context and a richness of information
Link from words that describe link location
Simple and short
Only link to reliable sites
Integrate a handful of keywords that people might use to find this content
Choose a primary term to use multiple times
Use pluralities, synonyms
Use in all the page elements, especially the title and links to the page
How do I find keywords?
Is there a keyword that has surfaced naturally? This will be a common term that can describe your content, and you will probably have used it at least once by the end of the article.
If yes, they are your strongest.
If no, you have some editing to do. Find a keyword that describes your content and use it a few times throughout your text.
Build keywords
Take a naturally occurring keyword and think of the possible variations
Stay away from jargon unless you are targeting others INSIDE the industry

Think about what you might search for if you were looking for this exact information
Think about other reasons someone might find this information

Ask people you know to tell you in two or three words what the subject of the article is
Sometimes you will need a longer description

Google the term and check out what google relates to it

Use a keyword tool to find out what keywords people are actually searching for
Also find out what word have high competition
“Ancient Martian Lake May Have Supported Life - NYTimes.com”
“Ancient Martian Lake May Have Supported Life"
“Life 3.5 billion years ago is a possibility”
“Curiosity discovers the possibility of life on Mars”
“… even fight off garden pests with a pesticide-enriched fertilizer that actually repels insects and pests.”
alt=”store fixtures and retail store fixtures with fixtures in the store”

alt=”Chris Day”

alt=”Photo of Chris Day at work”

alt=”Photo of Google engineer Chris Day seated at his workstation.”



Humans like URLs that are clear, and so do the robots
Descriptive of where the article lives and what it is about
Should match headline and index titles
No special characters, like apostrophes
Keep it as short as possible
Mash for articles, dashes for blogs
all in lower case!
If you change it, you need to use a redirect
We do this with a set of rules and with keywords
Terms that describe the content
"Life developed at the same time"
"Life on Earth and Mars may have developed at the same time"
Provides more context to the headline
Short and concise, yet descriptive
Use related, yet unique, keywords, top and left
Written in sentence case
for instance...
the title of an article could be "Planning" but that doesn't help our results get found like "How to Plan a Move" would
“Ancient Lake May Have Supported Life on Mars - NYTimes.com”
“Mars had a large freshwater lake that might well have been hospitable to life - NYTimes.com”
“Life on Mars Possibly Supported by an Ancient Lake"
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