Search Engine Optimization | SEO

The world of SEO is massive. I don't pretend to me a master of all ways to improve SEO, but what I do know... I know very well. Over past 8 years I have helped dozens of online companies and companies with online marketing platforms perform better in the areas of:

  • Schema Markup Structured Data 

  • Front-end Timing Reductions

  • Content Gaps

Schema tells the search engines what your data means:

 

Let’s say the word “Alfred McNair” appears on an article. When you search "Alfred McNair" in your browser, the search engine sees this, and produces a Search Engine Results Page (SERP) entry with “Alfred McNair.” However, if I put the right schema markup around the name “Alfred McNair...”

 

     <p>By <span itemprop="author" itemscope itemtype="http://schema.org/Person"> 

     <a href="/author/alfred.mcnair.html"itemprop="url"><span itemprop="name">Alfred McNair</span>

     </a></span></p> <p>[Article body]</p>

 

I’ve just told that search engine that “Alfred McNair” is the author of the article, not just a couple random words. The search engine then provides results that display better information for the user who was searching for “Alfred McNair.” This method of markup is called "adding schema to the body." There is also a method called JSON-LD that would usually be added to the <head> of the page, rather than integrated with the <body> content (although adding it in the <body> is still valid)

 

The Schema.org vocabulary is structured is with different “types” (Recipe, Product, Article, Person, Organization, etc.) that represent entities, kinds of data, and/or content types. 

 

The benefit of mark up schema is the improvement of "relevancy" which can lower your paid search costs and increase your SERPs. In addition, as Google moves more toward custom search for each person, having your web pages accurately explain to search engines what questions your web page solves, it can more easily include your content in search queries that are highly relevant to your potential customers. These enhanced search results can also improve your click-through rate (CTR) and drive additional traffic, because they are more visually appealing and provide additional information to searchers. 

 

Some of these benefits include search result enhancements and content-specific features, such as:

 

  • Rich search results: Includes styling, images, and other visual enhancements

  • Rich cards: A variation on rich search results, similar to rich snippets and designed for mobile users

  • Enriched search results: Includes interactive or immersive features

  • Knowledge Graph: Information about an entity such as a brand

  • Breadcrumbs: Breadcrumbs in your search result

  • Carousels: A collection of multiple rich results in a carousel style

  • Rich results for AMP: To have your AMP (Accelerated Mobile Pages) appear in carousels and with rich results, you’ll need to include structured data

 

 

People 90% more likely to "bounce" off of your site if it takes more than 4 seconds to load:

The term "bounce" applies to anyone who lands on your site and does not interact with anything on your site before closing their browser tab or going back to the search engine or site that they came to your from. The number of people who bounce grows in exponential proportion to the number of seconds it takes your site to render useful or engaging information.

The causes for a slow loading website can be found in both the front-end code structure and the back-end data structure. There are server specialists who can diagnose usage data and pinpoint changes that will accelerate the back-end functions of an application like API puts and calls, service workers, or controller actions. I am not one of those people.

 

While I am familiar enough with back-end development to understand how these processes work, my forte lies in training developers how to speed up the front - end web applications.

Google Lighthouse 

Websites like Pingdom.com and Online console tools like Google's Lighthouse, can help you monitor the performance, and SEO friendliness of your web application. In addition to the easy visual overviews, these programs allow you to deep dive page speed limiting factors such as unnecessary HTTP requests, files that have not been minified, JavaScript that loads earlier than the user needs it, and uncompressed images. 

 

An SEO specialist has to have a good understanding of the development process to explain the value of making these kinds of updates to the front-end and to walk the web developers through what changes can be made. 

Your customers can't search for you if you're not telling them what you offer:

 

The logic behind finding and filling content gaps is simple yet extremely effective in boosting your SERPs, content relevancy & snagging rich snippet locations throughout the Google Search Results. I typically run a content gap analysis in 4 steps:
 

  1. Run a keyword rank report and search query audit on your website

  2. Research and list all keywords your top 5 competitors rank for

  3. Create a table with all of the data (key words in rows, source in columns)

  4. Cross out the keywords that you are ranked for

 

The remaining keywords represent your keyword gap. If you think this sounds too simple... that's because it is really simple. It's so simple that it's often overlooked as an excellent method to boost SEO. Beyond this of course there are advanced ways to filter the results based on dimensions like your companies products and value proposition, number of competitors ranked with same keyword, low density keywords, consumer segmented landing pages, etc. 

 

In addition, there are a number of online tools that can capture competitor keyword ranks. I prefer SEM Rush, but am comfortable with SimilarWeb, MOZ, AHREFS, SPYFU, and many others. 

 

 

Ideally, this approach should be taken for every public page of your website. For companies that produce hundreds of content pages per year, this process should 100% be applied to any landing page that drives conversions or collects leads. 

Search Engine Optimization Experience:

 

 

Project & Marketing Director • Giftibly Inc. • Orlando, FL    

 2016 - 2018 

Marketing Director • Savannah Pines • Biloxi, MS 

2011-2014

 

Technical Project Manager • Mississippi IPA • Biloxi, MS   

2013

Clinical Trial Marketing Campaign • Johnson & Johnson • Biloxi, MS   

2012 & 2013

 

Destination Marketing Consultant • Del-Pacifico • Costa Rica  

2011

Links of Love Pet Care • Miami, FL

2015

Cely Consulting • Orlando, FL

2014