Category Archives: Search Engine Optimization

Schema.org Structured Data

Structured Data: Mark Up Website Content for Search Engines

Schema.org is the place. It’s the primary source of information on structured data for websites. Why is that important to business? Because it’s used by Google, Bing and Yahoo.

First some terminology:

Structured Data
On websites, a way to mark information so major search engines can better read it. Schema.org explains in detail the how and what.
Schema
A prescribed list of data to include. Sometimes it’s general like data about any kind of organization. And sometimes it’s specific like data about a tattoo parlor.

It’s hidden from casual visitors. Behind the scenes, though, search engines and anybody with a little know-how can find the data.

Which leads to another point: structured data is a little technical. You need to know a little bit about HTML to implement it in code, but there are several WordPress plugins that make it a little easier on WordPress sites.

With this mark up, you can give search engines easy access to important information about your company, products, events, locations, and lots more. For most businesses, priority should be on the basic data: company name, locations, description, contact information. For online selling, you should add details about your products. For restaurants, the menu, hours and location are important. For any place with events, event details are important.

And specific types of businesses have their own schemas like dentists, tattoo parlors, and attorneys. And specific offerings have their own schemas like creative works (songs, photographs, books), events, and products.

It Helps How Your Site is Displayed on Search Engines

First understand that it’s a thing: structured data is a semi-hidden part of website development. It won’t necessarily boost your ranking. But it can change what information Google displays.

With the right structured data, Google shows rich snippets for some searches. See Google’s “Understand how structured data works” for more info.)

So priority should be your basic information: company name, contact information, description, link to your logo. Then evaluate other opportunities based on your business goals like products, events and pictures.

 

Top Three On-Page SEO Tips

Top Three Tips for On-Page SEO

Site content is important to Search Engine Optimization (SEO), and these three content tips will help Google and other search engines put you near the top.

Appropriate Content

When your audience searches online for something related to your business, hey enter words or phrases (key words), and search engines give them a list of sites. To be on that list, first you need content that’s relevant to the search. You need text (mostly) and pictures.

For SEO, include some of those key words in your text, and include synonyms and related words.

If that’s all you do, your content will seem robotic, so write your content for people, too. Using an appropriate tone for your business, write paragraphs and headlines that give your audience information they need and want. That is, write for people, not just search engine spiders.

The concept of “key words” is a good way to think about it. Make a list of phrases your audience will search for, and include those in the text you write for your audience. And write content appropriate to your products and services.

HTML Page Titles

Web pages include a semi-hidden title that search engines use. It should include the most important key words for that page.

The term “title” is used several different ways in web design. I’m talking about the “HTML title” specifically.

In WordPress, the WordPress page title is often the HTML title, but it depends on the theme used. All Pacesetter Media sites use the Yoast SEO plugin, and that makes the HTML title a separate entry for each page.

However your site is built, make sure the HTML page titles have important keywords.

HTML Headlines

Web pages can have a kind of headline that’s important to search engines. It’s about more than making text big and bold; headlines should be done with H1 tags (and H2, H3, H4…). These tags are mostly hidden. In WordPress, these tags are added by applying headings to a paragraph or block of text.

The Important Bit: These headlines should have some keywords relevant to that page.

In 2014, I wrote a few articles about headings and content. They’re still relevant today.

The Key to Optimized Content: Heading and Paragraph Tags

How Important is Written Content on a Website?

Other Factors

There’s lots more to on-site SEO like image alt tags, URL keywords, and on-site linking, In my experience, these three are among the most important factors.

Website Content

Content Management, A Valuable, Underused Feature of WordPress

We manage numerous sites using WordPress software, and one feature that’s underused is content management. It is a tool to handle the publishing of information on your site…text, pictures, video.

First, this gives you the ability to update the text of your site anytime. With a routine log in, you can edit text, create new pages, and collaborate with others in your organization.

Second, it has user roles. One person (contributor) can create a page draft and add text. Another person (editor) can review, edit, and publish it. You can also schedule the publication date. This makes it a collaboration tool. Multiple people can contribute content, and managers can oversee it and publish when they want.

Different departments can have access to different parts of your site. Sales staff can manage the brochure section, and support staff can manage customer support pages like product documentation.

If you have a site built with WordPress software, you can do all of that and more.

Updating Your Site Can Help SEO

I encourage you to update your website periodically, quarterly at a minimum. This can improve SEO. And you should update your site anytime you need to change prices, product descriptions, or announce news.

With WordPress installed on your site, it’s right at your finger tips.