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Optimizing Content with SEO and Social Media

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

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  1. Get Your Content Out

  2. “Either write something worth reading or do something worth writing about” – Benjamin Franklin Benjamin Franklin @NicholaStott theMediaFlow

  3. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow

  4. Classification Systems

  5. Linnaen Taxonomy Chordata Vertebrata Mammalia Primates

  6. Dewey Decimal Class 000-900 Table subdivisions “Relativ index” A-Z

  7. Hierarchical and Familial

  8. “Linked data is the semantic web done right” – Tim Berners Tim Berners- -Lee Lee

  9. @NicholaStott theMediaFlow

  10. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow

  11. Neat and Tidy Site IA

  12. Keywords & Mark-up

  13. Know Your SERP

  14. Results Snippet • Title tag • URL • Meta description (emphasis by Google) • Image

  15. Rich Snippet • TDUI PLUS… • Star ratings • Cooking time • Calories

  16. 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

  17. URL • Only the keyword • No noise words • Brief • Use hyphen to separate/avoid weird symbols

  18. Description • Incorporate (the keyword) • Entice the reader • Write naturally, but snappy (ad copy) • Around 155 characters • Not a ranking factor • Impacts CTR

  19. Image Optimisation • Descriptive filename (use KW) • Optimise the image title • Alt text (assistive technologies)

  20. Semantic Data

  21. Semantic Mark-up • RDFa, Microformats • Schema (protocol and convention) • Schema.org • Data highlighter tool (Google only) • Search “Google data highlighter”

  22. Recipe Schema

  23. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow

  24. “Sticky” Ideas 1.Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories

  25. “Viral” Characteristics 1.Social Currency 2.Triggers 3.Emotion 4.Public 5.Practical Value 6.Stories @NicholaStott theMediaFlow

  26. Resonate

  27. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow

  28. Finding & Sharing

  29. Advanced Query Operators

  30. site:

  31. “search term”

  32. - And +

  33. Combo

  34. • Content ideas • Places to engage • Questions to answer

  35. Twitter

  36. Instagram

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