SEO Editorial Guidelines , Aperto

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Martha Blankenship
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1 SEO Editorial Guidelines , Aperto

2 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

3 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

4 1. General Information on Keyword Placement It is important to mention that the Google Bot is only able to crawl text-based information. Search engines cannot read images or videos unless additional text information is provided such as alt text and file names. However, crawlable text information is preferred by search engines to evaluate what the page is about. The focus keyword is the one dominant term (or phrase) that the respective page will be optimized for. It should be one of the most frequently mentioned terms in the text. The focus keyword should be mentioned in the following areas: URL Meta information (Page Title, Meta Description) Headlines: H1 (first headline), H2 (second headline, optional) Body text (especially in the first three sentences), Alt-text of images and file name of images Auxiliary keywords serve to create the topical context of a page. They are conceptually related to the focus keyword s topic - example for van: delivery van, delivery truck, panel van, delivery vehicle. It is recommended to mention auxiliary keywords at least once in the body text of the page SEO Guidelines for Editors

5 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

6 2. Keyword Placement in Meta Information and URL a.) Page Title and Meta Description Page Title and Meta Description are shown in search results: Page Title Meta Description Page Title and Meta Description are very important for Google s relevance evaluation. The Page Title (40 65 characters) should include the focus keyword. The Meta Description (up to 165 characters) should sum up the content in one sentence. It is recommended to put the focus keyword in the beginning of the description. The Meta Description should include a call to action to improve the click rate SEO Guidelines for Editors

7 Editing Page Title and Meta Description Page Title: Tab BASIC Meta Description: Tab SEO SEO Guidelines for Editors

8 b.) Meta Keywords and URL Meta Keywords Use only the focus keyword and 2-3 auxiliary keywords in your Meta Keywords. These keywords must be mentioned in the body text. Avoid editing too many Meta Keywords as this may raise suspicion of keyword stuffing. URLs Keep the URL as short as possible. Best practice: use only the focus keyword as the last element. Use only hyphens for the separation of words. URLs should consist of small letters only. Avoid special characters SEO Guidelines for Editors

9 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

3. Headings Use headings to structure the content Use short phrases or terms for headlines H1 Implement individual and different headlines for each website (area).

10 3. Headings Use headings to structure the content Use short phrases or terms for headlines H1 Implement individual and different headlines for each website (area). Use only one H1 heading (first headline). Place the focus keyword in the H1 (see Page Title & Meta Description) H2 H3 Use semantic structure for headings (h1>h2>h3): <h1> <h2> <h3> <h2> <h2> etc. Add auxiliary keywords in H2 headings SEO Guidelines for Editors

11 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking Präsentationsarten, mögliche Foliensets, Beispiel-Folien divers I SEO Guidelines for Editors

4. Content The text should be a minimum of 500 words: More would be even better (see figure) Write for your audience: Avoid too technical terminology Structure the text by paragraphs and headings

12 4. Content The text should be a minimum of 500 words: More would be even better (see figure) Write for your audience: Avoid too technical terminology Structure the text by paragraphs and headings Write individual text: Do not copy text from other web ressources Use images, videos, bullet point lists and info graphics to improve usability Place the focus keyword at the beginning of the text The focus keyword should be highlighted by using the bold mark-up (Pencil > Edit Mode > Marking Word > Click B ) Figure: Study of relationship between content length and rankings - (more text = better rankings) SEO Guidelines for Editors

13 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

5. Images and Videos Search engines cannot read images or videos: Provide Alt Text and file names including the focus keyword and auxiliary keywords.

14 5. Images and Videos Search engines cannot read images or videos: Provide Alt Text and file names including the focus keyword and auxiliary keywords. Use attractive images and videos to improve the usability. Separate words in file names only by using hyphens. Use individual file names and Alt Texts. Reduce the size of the image and video files, if possible. Individual Alt Text with keyword Figure: Editing the Alt Text in m310 Editorial Stage Container (example) SEO Guidelines for Editors

15 Agenda I= For Info 1 General Information on Keyword Placement I 2 Keyword Placement in Meta Information and URL I 3 Headings I 4 Content I 5 Images and Videos I 6 Internal Linking I SEO Guidelines for Editors

6. Internal Linking Create internal links for feature-, benefits-, product- and service- sites Try to create in-text links. Use the focus keyword of the linked site in Anchor Texts (Link texts).

16 6. Internal Linking Create internal links for feature-, benefits-, product- and service- sites Try to create in-text links. Use the focus keyword of the linked site in Anchor Texts (Link texts). Use the focus keyword of linked sites in Anchor Texts within buttons. (e.g.: Volkswagen Original Service instead of Read More ) Text Link for M102 Copy Button Link for M207 Small Image Teaser Highlight Text Figures: Editing the Anchor Text for M102 Copy and M207 Small Image Teaser (example) SEO Guidelines for Editors

17 Thanks.

18 Your contact partner at Aperto Goese, Robert Senior SEO Manager Phone Fax

19 Copyright Aperto AG Alle Erkenntnisse, Unterlagen und Methoden, die Aperto bei den vorgelegten Konzepten erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der vorgestellten Werke in Form von Ideen, Texten, grafischen Arbeiten, Planungen, Fotos, Bild- & Tonmaterial und/oder anderen Speichermedien, die mit diesem Konzept zur Verfügung gestellt werden, ist ausdrücklich auf die Verwirklichung des Konzepts mit Aperto beschränkt. Die Nutzung ist nur frei im Rahmen eines Vertrages mit den Schöpfern und seiner Erfüllung. Nur für den Fall, dass ein Vertrag mit den Schöpfern und/oder den Auswertungsberechtigten zustande kommt, werden Nutzungsrechte eingeräumt. Dann bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von diesen Bedingungen abweichende Auswertung und/oder Nutzung - ganz oder in Auszügen - sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen Folgen dar.

Installation Instructions Valid for EPLAN Platform Version 2.6 Status: 07 / 2016

Installation Instructions Valid for EPLAN Platform Version 2.6 Status: 07 / 2016 EPLAN Software & Service GmbH & Co. KG Technical Information Copyright 2016 EPLAN Software & Service GmbH & Co. KG EPLAN