localu.org · Title Tag Who, what, where Keywords are powerful in the title tag - make it readable

Google is a Robot

You See★ Name of Business

★ Contact Information

★ Beautiful Pictures

★ Mobile Friendly

★ Stories About Your Business

Google the Robot● Titles

● Meta Description

● Images

● Links

● Words

Mark Up● HTML: Hypertext Markup Language

● Tags are markup around / about content

Title Tag

★ Nearly invisible on website

★ Very visible in search

Title Tag

● Who

● What

● Where

Title Tag● Who, what, where

● Keywords are powerful in the title tag - make it readable

Meta Description● This is your ad!

● Contact info

Meta Description● Keywords do nothing in search

● Use this Ad space - address, phone number

Spiders Crawl Link to Link

Links Tell Google Importance

<a href=“link.com”>Link text</a>● Anchor text: words on page

● Internal link: within your site

● External link: to another site

Links Tell Google Importance● Anchor text important

content

● More links to a page make it

more important

Header Tags● Hierarchical, defining importance

Headline = H1

Headline = H1

Bad: Headline ≠ H1

Use Hierarchy

● H1 - one on page

○ H2 - one or two

■ H3

■ H3

● H4

● H4

Images

● Make them beautiful

● Users first!

● Alt tags (for the robots)

Alt tags

● Describe

● Keywords

Other Content

● Readable - User first

● Longer than 250 words/page

● Use the right keywords, naturally

● Links

● CTAs

● Header tags

CTA: Calls to Action● Bring customers to your site to convert

○ Phone calls

○ Orders

○ Reservations

○ Appointments

Google sees these usability features

CTA: Calls to Action● Bring customers to your site to convert

○ Phone calls

○ Orders

○ Reservations

○ Appointments

Google sees these usability features

NameAddressPhone● HTML

NameAddressPhone● HTML

● Schema (JSON-LD)

Useful Tools❏ Yoast pluginhttps://yoast.com/wordpress/plugins/seo/

❏ Structure data testing tool:https://search.google.com/structured-data/testing-tool

❏ Search console:https://www.google.com/webmasters/tools/home

❏ Pagespeed:https://developers.google.com/speed/pagespeed/

To Do List❏ Title tag

❏ Meta description

❏ Links (internal & external)

❏ Header tags (use hierarchy)

❏ Images & Alt tags

❏ Content

❏ NAP & Schema