Content experience optimisation on search engines and social media
Transcript of Content experience optimisation on search engines and social media
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Agile Web Development Liip.ch
–
May 2016
CONTENT EXPERIENCE OPTIMISATION ON SEARCH ENGINES AND SOCIAL MEDIAWebmardi Talks – Benoit Pointet, Liip AG
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SEO CRAWLING > INDEXING > APPEARANCE
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SMO SHARING > CRAWLING > APPEARANCE
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ONE CONTENT MANY APPEARANCES
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FEATURING/ENHANCING CONTENTS ON GOOGLE SEARCH
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WEB PAGEtitle URL body
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title URL snippet
For all contents.
How to implement ?
- URL : from the page URL
- …
ORGANIC WEB RESULT
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META TITLE AND DESCRIPTION
Title (~60 chars):
- title : ~ 55 first chars from <title> tag
- no website’s name rep.
- don’t shout with caps
Snippet (~155 chars):
- <meta name="description" …>
- else first few words from the body
- always provide a description
- don’t repeat title
- don’t stuff with keywords
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ORGANIC + DATE
For content with timely pertinence: news, articles, blogposts, FAQs, discussions, guides, manuals, tips ’n’ tricks …
How to implement?
- no official documentation
- provide publication date cue in XML Sitemap, URL, body, …
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XML SITEMAP
A way to give informations about your contents to (old) bots.
1 or many XML files containing a long list of infos about pages, videos or images.
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ORGANIC + BREADCRUMB
Replace URLs with clear source & categorical informations.
How to implement ?
- schema.org
- no www
- every part clickable
- many breadcrumbs
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SCHEMA.ORG?
Yet another way to give informations about your contents to (search) bots.
Yet this time, the data schema can be implemented in three different formats: JSON, RDFa, Microdata, embedded in the page header or its content.
The JSON approach is probably cleaner and less "breakable".
Don’t mix! don’t duplicate.
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ORGANIC + SITELINKS
For most-clicked contents on a website.
How to implement ?
- Google will decide … on navigational searches.
- remove undesired ones in Google Search Console.
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ORGANIC + SITELINKS SEARCH BOX
To initiate an on-site search directly from Google.
How to implement ?
- schema.org
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ORGANIC + RICH SNIPPET FOR EVENTS
For concerts, festivals, conferences, sports events, webmardis, … and tickets!
How to implement ?
- schema.org
- start location’s name with "city (country-code)"
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EVENTS CAROUSEL
Summary of coming venues for an artist / a show …
How to implement ?
- based on events rich snippet data
- google decides on when to show them as carousel
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ORGANIC + RICH SNIPPET FOR PRODUCTS
For anything that one can buy.
How to implement ?
- schema.org
- stock information over price
- provide price & stock information
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ORGANIC + RICH SNIPPET FOR RECIPES
For recipes, with ratings, duration, …
How to implement ?
- schema.org
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ORGANIC + VIDEO SNIPPET
Provide visual cues for video content: cover and play icon.
How to implement ?
- schema.org
- XML Sitemap
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FEATURED VIDEO
To feature some high-traffic videos on SERP.
How to implement ?
- same as video snippet
- google decides on which videos to feature
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ORGANIC + NEWS SNIPPET
To display news (and related news) with focus on freshness and source.
How to implement?
- schema.org
- enter "Google News program" (AMP, First click free policy)
- explicit source: "Closer Mag"
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ORGANIC APP
To feature apps as search results.
How to implement
- schema.org
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ORGANIC ANSWERS
To feature answers to FAQs.
How to implement
- google decides what paragraphs on the answers best answer commonly googled questions, in a discussable manner …
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FEATURE BOXES
To feature knowledge (facts & stats) on a topic.
aka Knowledge Graph.
How to implement
- schema.org (ex: aggregateRating from allocine)
- XML Sitemap
- "featured knowledge" o#en provided to Google Search non-organically through closed partnerships with reliable data sources.
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FEATURED BRANDS
Improve your brand appearance in the knowledge graph.
How to implement
- schema.org markup on your website
- entries in wikipedia and wikidata
- yet, your brand go$a be important enough to appear on wikipedia
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ENHANCING SHARED CONTENTS ON FACEBOOK
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FB SHARED ARTICLES
Featuring an article / news on facebook.
How to implement
- opengraph metadata
- same rules as for Google news
- don’t provide author if not pertinent
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OPENGRAPH
Yet another way to give informations about your contents to (social) bots.
De facto standard for content metadata on social media for videos, music, articles, persons, …
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FB SHARED VIDEOS
Featuring an (external video) on facebook.
How to implement
- opengraph metadata
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FEATURING/ENHANCING CONTENTS ON TWITTER
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TW SUMMARY CARDS
Featuring articles, videos, images, or products on twi"er.
How to implement
- twi$er card metadata
Different types of cards existed before, they now are all merged into the "summary card" and "summary with large image" types.
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TWITTER CARD
Yet another way to give informations about your contents to twi"er bots.
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FEATURING/ENHANCING CONTENTS ON PINTEREST
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PINTEREST ARTICLE
Featuring an article on pinterest.
How to implement
- opengraph metadata
- schema.org
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PINTEREST RECIPE
Featuring a recipe on pinterest.
How to implement
- schema.org
- microformats
- list out ingredients and steps
- provide preparation time
- explicit if gluten-free …
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PINTEREST PLACE
Featuring a place on pinterest.
How to implement
- opengraph
- schema.org
- give country, region context
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KEY TAKEAWAYS
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KEY TAKEAWAYS
On the content level:
- Your contents will travel, let it do so.
- Don’t repeat yourself: use every element of a search / social snippet accordingly to its original purpose.
- Try to fulfill the user needs without having him opening your website.
- Find out structured data opportunities.
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KEY TAKEAWAYS
On the technical level:
- Markup with opengraph to ensure best experience on Facebook and a large panel of social networks.
- Markup with schema.org (structured data) to provide a great search experience and get your contents pop-out from the crowd.
- beware of penalties when doint it wrong!
- Still invest some efforts in your sitemap.xml, rel=alterate etc.
- Bye bye microformats, Dublin Core,
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KEY TAKEAWAYS
On the technical level:
- Markup with opengraph to ensure best experience on Facebook and a large panel of social networks.
- Markup with schema.org (structured data) to provide a great search experience and get your contents pop-out from the crowd.
- Still invest some efforts in your sitemap.xml, rel=alterate etc.
- Bye bye microformats, Dublin Core, …
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THANK YOU