The SEO WorkshopMay 12, 2014

By: Kalman Labovitz

Overview

Schema On-page

Breadcrumbs Server responses

Schema - What is it?• In short – HTML Markup to help search

engines understand content• Instead of just <div> and <span>• You have “items” like “Product”, “reviews”

and a whole lot more

Schema - SERPs• Old

• New

Schema – Confusing?- 8 out of 10 clients implement incorrectly- Where to implement?

- Types to templates- Example:

Schema - worth the effort?• Search engines like it because it saves

money!• Three stages to SERP

– Crawl– Index– Display

• Clients has seen +50% increase in traffic

Schema - Break it down– The standard stuff

• WebPageElement– WPFooter– WPHeader– WPSideBar

– Your site focus• Halo 4 – Product or CreativeWork

– Match markup to templates• WordPress – single.php = /BlogPosting or /Article

Schema - Tips– Always have the “Full Hierarchy” open when

working - build a plan of implementation (http://schema.org/docs/full.html)

– Understand YOUR focus• eCommerce• Media• Blog

Schema - Tips• Create a table and match• Do not forget itemscope and itemscope of an

itemscope• Items not in the same <></> use meta tag

– Works now may not in the future

Schema - Avoid– Markup for item page on listing page– Multiple item pages on a page– Double calls of itemscope

On-Page Elements• Search engines spiders read books?• On-Page elements (sample)

– Title <title>– Headers (h1, h2, etc.)– Alt tag <img alt=“”>– File names

On-Page Elements - Control• Default vs. Manual Control• Bigger Question – Who responsible for the

website?• Why not have both?

On-Page Elements - Control• Example of default

– Buy [Product name] in [color/s] at [company Name]

– Shop [category] and find the cheapest products at [Company Name]

• Allow for Manual Override– Saved you the time to have to update the DB

On-Page Elements - Control

Breadcrumbs and Internal Linking

• Set links vs. Sporadic links– Set link is a link within page structure that is

(almost) always there• Head menu link, footer link, side link

Breadcrumbs and Internal Linking

– Sporadic (in-content) link• Link that appears within main content of page

Same link, but different value

Breadcrumbs and Internal Linking

• Some rules (but they can change)– First link to page counts more

• So target the correct Anchor text• Classic mistake – First link to Home Page usually

image or “home”– PageRank takes into account total number of

links– Quality vs. quantity of links within content

Server Responses200: OK301: Moved Permanently302: Found404: Not Found503: Service Unavailable

Server Responses – Control• What is the best response?• Who decides and who controls?

– Developers like scale– Marketers like options

Server Responses – Control• What is the goal?

– Rebrand– Pivot– Redesign

• Developers set the default• Marketers have the override

– But they make mistakes– You need to watch out for them

Server Responses – Situations• URL structure changes• Product discontinued• Product updated

– i.e. iPhone 4 iPhone 5• Category name change• Etc.

Server Responses – Look out• 301 redirect loops• 301 to 404• Are there backlinks?

– You might not need to 301 redirect everything

Contact MeEmail: kalman@rankabove.comTwitter: @ffemtklLinkedIn: il.linkedin.com/in/kalmanlabovitz/Company Website: www.rankabove.com