Optimizing your site for contextual ads: SEO, Design and Content
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The document discusses optimizing a website for contextual ads through search engine optimization, design, and content strategies. It provides tips for on-site optimization including information architecture, keyword research, site structure, semantic HTML elements, structured data, social metadata, and site speed. It also discusses designing pages to funnel and integrate ads, testing ad placements, and creating comprehensive, informative, actionable content to attract traffic and clicks.
Optimizing your site for contextual ads: SEO, Design and Content
- 1. SEO, DESIGN & CONTENT Optimizing Your Site for Contextual Ads Jon Henshaw Co-Founder & CPO @RavenJon Saturday, November 12, 11
- 2. The Objective SEO & Content > Traffic > Clicks Saturday, November 12, 11
- 3. Start with IA Saturday, November 12, 11
- 4. Keyword Research Saturday, November 12, 11
- 5. Site Structure Saturday, November 12, 11
- 6. SEO Guide to IA http://raven.im/p4UA7S Saturday, November 12, 11
- 7. Living Standard HTML Saturday, November 12, 11
- 8. Semantic Elements http://raven.im/obswfn nav, header, footer, section, article and aside Saturday, November 12, 11
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- 11. Structured Data For people and bots! Saturday, November 12, 11
- 12. Saturday, November 12, 11
- 13. Structured Data Options Microformats RDFa Microdata Saturday, November 12, 11
- 14. schema.org Microdata schemas for people, products, events, organizations, movies, books, reviews and much more Saturday, November 12, 11
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- 17. Section Targeting <!-- google_ad_section_start --> Your main content <!-- google_ad_section_end --> <!-- google_ad_section_start(weight=ignore) --> Unrelated content <!-- google_ad_section_end --> Saturday, November 12, 11
- 18. Site Speed Caching CDN Image Compression Good Hosting Saturday, November 12, 11
- 20. Google Webmaster Tools Saturday, November 12, 11
- 21. Social META Data Saturday, November 12, 11
- 22. Open Graph Protocol http://raven.im/pX2P1X Saturday, November 12, 11
- 23. Saturday, November 12, 11
- 24. Forbes: +1 Ranking Signal http://raven.im/nz5EvK Saturday, November 12, 11
- 25. Design & Layout Funneling, Integration & Attention Saturday, November 12, 11
- 26. Funnel and Integrate Guide the Reader Intermingle into content Saturday, November 12, 11
- 27. Attention They have to see it to read and click it Saturday, November 12, 11
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- 33. Testing If you want to make money you must test design and placement Saturday, November 12, 11
- 34. Ad Styles Saturday, November 12, 11
- 35. Ad Units and Custom Channels Be Descriptive Ad Style, Location, Section, etc... Saturday, November 12, 11
- 36. Use Blocking Options Irrelevant or offensive ads keep you from making money Saturday, November 12, 11
- 37. Content Optimization A never ending process Saturday, November 12, 11
- 38. Keyword Research AdWords SERPs (Searches related to) OpenCalais Saturday, November 12, 11
- 39. Content Strategies Comprehensive Informative Actionable Reviews Competition Saturday, November 12, 11
- 40. Comprehensive Authoritative Well Researched Excellent Link Bait Saturday, November 12, 11
- 41. Informative Product Descriptions News Saturday, November 12, 11
- 42. Actionable How-to cook How-to make How-to fix Saturday, November 12, 11
- 43. Reviews Use Structured Data Attracts Buyers Saturday, November 12, 11
- 44. Competition Writing about products and services will attract their competitors Saturday, November 12, 11
- 45. Find me online at @RavenJon Jon Henshaw Co-Founder & CPO @RavenJon Saturday, November 12, 11
Editor's Notes
- #3: Setup our site for content and natural search traffic, continue to increase traffic and then continue to test and optimize for clicks.
- #4: Start with Information Architecture.
- #5: Define and refine the keywords that best match your target audience.
- #6: Develop your navigation and site structure based on your keyword research.
- #7: There are many more aspects to good IA. Read Adam Audette ’ s SEO Guide to IA for more details. It ’ s a few years old, but still very relevant.
- #8: Next step is to use Living Standard HTML (aka HTML5) to build your page. http://www.whatwg.org/specs/web-apps/current-work/multipage/
- #9: Utilized semantic elements to communicate to search engines what your content is (navigation, header, article, etc....).
- #10: An example of how a typical page would look using semantic elements.
- #11: HTML5 Boilerplate is one of the best places to help you get started with Living Standard HTML.
- #12: Use structured data for your content. It ’ s designed for people and computers.
- #13: This is an example of how structured data can be used in search results.
- #14: The original structured data formats were Microformats and RDFa. However, Living Standard HTML has introduced Microdata, which is being embraced by Google and other search engines.
- #15: The major search engines have created a resource for microdata, providing schemas for the different types of structured data.
- #16: Schema.org provide a VERY long list of schemas, but learning how to use microdata can be confusing and overwhelming.
- #17: We created Schema Creator to help people better understand how to use microdata.
- #18: Site speed is a ranking factor, so work on making your pages load fast for visitors.
- #19: Site speed is a ranking factor, so work on making your pages load fast for visitors.
- #20: After making the speed enhancements to your site, test it with GTmetrix.
- #21: If your site has good traffic and has been in existence for several months, Google Webmaster Tools may already have a speed report for it.
- #22: Be sure to include Social META Data on your content pages.
- #23: Facebook utilizes the Open Graph Protocol, which will enhance and control how your content is shared.
- #24: This is an example of the code and how it controls what data is shared on Facebook.
- #25: Forbes pulled an article that provided evidence from Google that the +1 button will be a ranking factor.
- #26: This, along with content and traffic source determines click-through rate
- #27: This, along with content and traffic source determines click-through rate
- #29: Can include product descriptions
- #30: Can include product descriptions
- #31: Can include product descriptions
- #32: Competitors will pay for direct placement
- #33: This, along with content and traffic source determines click-through rate
- #34: This, along with content and traffic source determines click-through rate
- #35: This, along with content and traffic source determines click-through rate
- #41: This, along with content and traffic source determines click-through rate
- #42: Create multiple ad styles
- #43: This, along with content and traffic source determines click-through rate
- #44: This, along with content and traffic source determines click-through rate