Part2:KeywordsandCopywri3ng—HowtoWriteSearch-EngineFriendly
Content&LabelingSystemsforLibraryWebsites
Presentedby
ShariThurow,FounderandSEODirector
OmniMarke<ngInterac<ve
Copyright1995-2016.Allrightsreserved.
Aboutme:
• AuthorofSearchEngineVisibility,whichhasbeentranslatedinto5languages.Co-authorofWhenSearchMeetsWebUsability.
• SEOprofessionalsince1995,pioneeringsearch-enginefriendlywebsitedesign.
• Informa<onarchitectsince1990.
• Webdesigner/developersince1995.
• WebsiteusabilityandUXprofessionalsince2002.
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
• ASLIBJournalofInforma3onManagementEditorialAdvisoryBoard
• UserExperienceProfessionalsAssocia3on(UXPA)BoardMemberFormerlytheUsabilityProfessionalsAssocia<on
• Informa3onArchitectureIns3tute(IAI)BoardMemberandAdvisoryBoard
SeriesAgenda:
• Part1:OverviewofSearchEngineOp<miza<on(SEO)forLibrarians&Libraries
• Part2:KeywordsandCopywri<ng—HowtoWriteSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
• Part3:SEOAccessibility—HowtoCreateSearch-EngineFriendlyWebsiteArchitecture&Naviga<onSystemsforLibraryWebsites
• Part4:WebSearcherGoals&BehaviorsforLibraryWebsites
• Part5:LinkDevelopment&SocialMediaOp<miza<on(SMO)forLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Today’sagenda:
• QuickSEOreview
• ImportantSEOconcepts
– Informa<onscent
– Aboutness
• Keywordresearchanddiscovery
• Labelingsystems
• Otherplacesforkeywords
• Good&badexamples
• Ques<ons&answers
Copyright1995-2016.Allrightsreserved.
QUICKSEOREVIEWSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
Searchengineop<miza<on(SEO)isop<mizingawebsiteforpeoplewhousesearchengines.
People(Searchers) SearchEngines
SEARCH-ENGINEFRIENDLYWEBSITE
SEOisapartofuserexperience:
Copyright1995-2016.Allrightsreserved.
desirable
useful
valuable
accessible
credible
usable
findablefindable
! Browsing
! Searching
! Asking
h_p://seman<cstudios.com/user_experience_design/
4fundamentalbuildingblocksofSEO:
1. Keywords,labels,andcopywri3ngDoyourdigitaldocumentscontainthewordsandphrasesthatyourtargetaudiencetypesintosearchqueries?
2. Accessibility(sitearchitecture&forma`ng)Dosearchengineshaveeasy,user-friendlyaccesstocontentthroughsitearchitecture,naviga<on,pagelayout,formadng,andURLstructure?
3. Linkdevelopment&socialsignalsDoesyourwebsitegetobjec<ve,high-quality,third-partylinkspoin<ngtoit(notonlyyourhomepage)?
4. WebsearcherbehaviorsDoesyourwebsiteaccommodateknownsearchergoalsandbehaviors?
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
Keywordsandlabelsareon-pagecriteria:
LinkDevelopment
&Social
SearcherGoals
On-the-page criteria
Keywords&Labels
Access&InfoScent
IMPORTANTSEOCONCEPTSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Scentofinforma3on:
• BasedonPeterPirolli’sinforma3onforagingtheory.
• h_p://www2.parc.com/istl/groups/uir/publica<ons/items/UIR-1995-07-Pirolli-CHI95-Foraging.pdf
• h_ps://www.amazon.com/Informa<on-Foraging-Theory-Interac<on-Technology/dp/0195387791
Copyright1995-2016.Allrightsreserved.
Whatisinforma3onscent?
• Informa<onscentconsistsoftextualandgraphicalcuesthatcommunicate:
– WhereamI?(orienta<on)
– AmIintherightplace?(arrival)
– WherecanIgo?(naviga<on)
– HowcanIgetthere?(shouldIclickonthislink)
• Let’suseanelevatorasananalogy….
Copyright1995-2016.Allrightsreserved.
Aboutness:
• R.A.Fairthorneiscreditedwithcoininganddefiningthetermaboutnessbackin1969.
– Fairthorne,R.A.(1969)."Contentanalysis,specifica<onandControl."AnnualReviewofInforma>onScienceandTechnology,4,73-109.
• AccordingtoFairthorne,inten3onalaboutnessdescribesthemeaningofadocument(suchasawebpage,PDF,graphicimageorvideo)fromtheauthor’sperspec<ve.
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
+ =
Navigation Content “Aboutness”
Whencontentandnaviga<onarelabeledandplacedappropriatelyandconsistently,bothsearchenginesandsearcherscorrectlyinterpretthe“aboutness”ofadocument.
Result?Moreaccuratesearchresults.
Searchenginesaretryingtodetermineaboutness:
Copyright1995-2016.Allrightsreserved.
“…basicassump<onisthat[people]areabletostatewhatadocumentis'about’byformula<nganexpressionwhich'summarizes'thecontentofthedocument.”
Hutchins,W.J.(1978)."Theconceptof“aboutness”insubjectindexing."AslibProceedings,30,172-181.
“Theprocessisgenerallyseentoinvolvetheselec<onof'key'wordsorphrasesfromthetext,expressionswhichare'significant'indicatorsofcontentandwhichtogethersumupthemessageofthedocument.”
Vickery,B.C.(1965).Onretrievalsystemtheory.2nded.London,Bu_erworths.
KEYWORDRESEARCHANDDISCOVERYSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Keywords:
• InSEO,akeywordorkeywordphraseisapar<cularwordorphrasethatdescribesthecontentofawebdocument.
• Inaninforma<onretrievalsystem(i.e.searchengine),keywordsareinforma<vewordsusedtoindicatethecontentofadocument.Keywordshelpsearchenginesmatchadocumentwithanappropriatesearchquery.
Copyright1995-2016.Allrightsreserved.
Keywordresearch:
• Keywordresearchistheprocessofloca<nganddiscoveringwordsandphrasesthatpatronsusetofindyourproductsandservices.
Copyright1995-2016.Allrightsreserved.
Keywordresearchisanitera3veprocess:
Copyright1995-2016.Allrightsreserved.
Brainstorming&Discovery
KeywordExpansion
KeywordEvalua<on
Brainstorming:
• Goalistogenerateabroadkeywordlist.
• Don’tjudge.Theini<algoalisquan<ty.
• Tip:Usebrainstormingtemplates.
Copyright1995-2016.Allrightsreserved.
Usetheusers’language:
• Whatques<onsdopeopleaskatthereferencedesk?
• Whatques<onsdopeopleaskwhentheycall?
• Reviewdiscussionforums,blogs,socialmedia,andanyplacewherelibrarywebsiteshaveuser-generatedcontent.
• Remember:Patrons’wordsareowenverydifferentfromlibrarians’words.
Copyright1995-2016.Allrightsreserved.
Createakeywordlistusingavarietyofresources:
• Keywordresearchtools(freeandpaid)
• Searchtrends
• Google<lde(~)searches
• Onlinethesaurus
• Web&searchanaly<cs
• Compe<<veresearch
Copyright1995-2016.Allrightsreserved.
Tip:Workwithschoolstohelpstudentslocateanddiscoverbooksandotherdocumentstohelpwithhomework,projects,etc.
Benefitsofkeywordtools:
• Saves<me
• Providesuserkeywordsoutsideofyourwebsite
• Iden<fiesmissingkeywordopportuni<es
• Offerspopularitydatayoucan’tgetfromyourwebandsearchanaly<cs
• Movesyoutousetheusers’language
• Informskeywordassump<ons
Copyright1995-2016.Allrightsreserved.
Keywordresearchtools:
• GoogleKeywordPlannerh_ps://adwords.google.com/KeywordPlanner
• GoogleSuggesth_p://keywordtool.io/google-suggest
• GoogleInsightsh_ps://www.google.com/insights/
• GoogleTrendsh_ps://www.google.com/trends/
• Google/BingRelatedSearches
Copyright1995-2016.Allrightsreserved.
Keywordresearchtools(cont’d):
• Soovle.comh_p://www.soovle.com
• Ubersuggesth_ps://ubersuggest.io
• MetaGlossaryh_p://metaglossary.com
• AnswerthePublich_p://answerthepublic.com
• TagCrowdh_p://tagcrowd.com
Copyright1995-2016.Allrightsreserved.
Forgraphicimages:
• AdobeStockh_ps://stock.adobe.com
• Istockphotoh_p://www.istockphoto.com
• Shu_erstockh_p://www.shu_erstock.com
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
2015studyshowedthat27%ofrespondentsphrasedtheirqueryintheformofaques<on,with‘How’beingthemostcommonlyusedprefix.
h_p://bluenileresearch.com/psychology-searcher/
POLLQUESTION#1:
1) Yes
2) No
Copyright1995-2016.Allrightsreserved.
DoesyourlibrarywebsitecontainaFAQs(frequentlyaskedques3ons)orSupportsec3on?
Ihighlyrecommend:
• FAQsS<llDeliverGreatValue(ar<cle)h_ps://www.nngroup.com/ar<cles/faqs-deliver-value/
• StrategicDesignforFrequentlyAskedQues<ons(Report,$29)h_ps://www.nngroup.com/reports/strategic-design-faqs/
Copyright1995-2016.Allrightsreserved.
Sitesearchanaly3cs:
• Revealskeywordsandexpressionsthatpatronsactuallyuse
• Actsa“directfeed”fromavisitor’sbrain
• Makesureyoucollectsitesearchdata-can<eitintoanaly<csforeasyviewing
• Downside?Sitesearchisusuallyusedwhenpatronscan’tfindsomethingviabrowsing.
Copyright1995-2016.Allrightsreserved.
POLLQUESTION#2:
1) Freeonlinekeywordresearchtools
2) Paidonlinekeywordresearchtools
3) Web(site)analy<cs
4) Sitesearchanaly<cs5) Answeringpatrons’ques<ons(andapplyingthosetothewebsite)
6) Onlinereferenceresources(thesauri,dic<onaries,etc.)
7) Q&Aresources
8) Compe<toranalysis
9) Noneoftheabove
Copyright1995-2016.Allrightsreserved.
Whatkeywordresearchtoolsdoyouuse?
Keywordexpansionandevalua3on:
• Grouprelatedkeywordsintolistsofrelatedterms.
• Doaseriesofkeywordresearchprojectsonasite,notjustone.
• Focusonkeywordphrasesthatresonatewithyourpatrons.
• Createakeywordcalendar.
– Contentthatmatcheskeywordphrase(ar<cle,graphicimage,video,etc.)
– Publishingschedule– Promo<onschedule(offline,online)
Copyright1995-2016.Allrightsreserved.
LABELINGSYSTEMSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Documentlabels:
• Page<tles
• Filename
• OverallURL(webaddress)structure
Copyright1995-2016.Allrightsreserved.
Titlesinsearchlis3ngs:
Copyright1995-2016.Allrightsreserved.
• Owenasthehyperlink(calltoac<on)insearchresultspages,makingitaveryimportanttagforbothrelevancy/rankingandelici<ngaclicktoyourwebsites.
• If3tlesarenotconciseandunique,Googlewillgenerateanimproved3tlefromanchors,on-pagetext,andothersources.
Title-tagguidelines:
1. Nomorethan1(X)HTML<tleperwebpage.
2. All<tle-tagcontentshouldbeunique.
3. Beginyour<tleswiththepage’smostimportantkeywordphrase.
4. Mostpage<tlesshouldcontainbetween40-69characterstobedescrip<ve.
5. Avoidunnecessaryrepe<<on.
6. Usestopwords,punctua<on,andabbrevia<onsjudiciously.
7. Accuratelyreflectapage’sactualcontent.
8. Useappropriatequalifierwordswithoutkeywordstuffing.
Copyright1995-2016.Allrightsreserved.
Contentlabels:
• Headings
• Subheadings
• Contenttaglines
• Cap<ons
Copyright1995-2016.Allrightsreserved.
Pageheadings:
• Allofthecommercialwebsearchenginesusetheselabelstodeterminerelevancy.
• Ingeneral,H1-forma_edheadingcontentshouldreinforce<tle-tagcontentBUTtheyshouldnotbeanexactmatchtopage<tles.
• H1-forma_edheadings:
– 1perpage– Uniquecontent– Minimalornoduplica<on
– Shouldappearatthetopofthepage
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
H1-forma_edheading
Contenttagline
Hero/featuredimagewithappropriatealterna<vetext
Introduc<onparagraph
Naviga3onlabels:
• Naviga<onlabelsmustsupportusergoalsandtasks.
• Usingtheusers’languageisextremelyimportantinawebsite’snaviga<onsystem.
• Herearesomeexamples….
Copyright1995-2016.Allrightsreserved.
OTHERPLACESFORKEYWORDSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites
Copyright1995-2016.Allrightsreserved.
Metatags:
• Theonlytwometatagsthatareimportantarethemeta-tagdescrip3onandthemeta-tagkeywordsa_ributes:
<metaname="descrip<on"content=""/><metaname="keywords"content=""/>
• Websearchenginesowenusethemeta-tagdescrip<oninsearchengineresultspages(SERPs).Googlecurrentlylimitsthesnippetdisplayto155characters.
• Meta-tagkeywordsareimportantifyouhaveasitesearchengine.
Copyright1995-2016.Allrightsreserved.
Alterna3vetext:
• Intheeventagraphicimagedoesnotload,descrip<vealterna<vetextshouldappearinitsplace.
• It’susuallyatextequivalentforthatimage.
• Alterna<vetextisimportantforaccessibilityandimagesearch.
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
<imgstyle="float:lew;margin-lew:25px;margin-right:25px;"src="h_p:/www.fountaindale.net/sites/default/files/resize/pictures/low_vision_machine_0-150x196.jpg"alt=""width="150"height="196"/>
Insummary:
• Makesureyouplaceyourkeywordsin<tles,visiblebodytext,anchortext(textlinks),metatags,andalterna<vetext.
• Createaclearandconsistentlabelingsystem.Bothsearchersandtechnologyshouldbeabletocorrectlyinterpretyourlabelingsystem.
• Placeyourkeywordsprominentlyonyourpages.Don’tmakepeoplescrolltodeterminewhatyourcontentisabout.
• Usekeywordsfrequentlyenoughonyourpagessothatpageappearsfocused,butdon’toverdoit.
Hint:Usethe5-SecondUsabilityTesth_ps://ar<cles.uie.com/five_second_test/
Copyright1995-2016.Allrightsreserved.
Copyright1995-2016.Allrightsreserved.
ShariThurow,FounderandSEODirectorOmniMarke<ngInterac<ve
Ques3ons?