|
|
| Line 1: |
Line 1: |
| ''originally published by [https://wiki.mozilla.org/Chrissiebrodigan cbrodigan,] January 2012''
| |
|
| |
|
| =Pre-Launch=
| |
|
| |
| '''Keywords'''
| |
| create a list of terms you want your website/web pages to be optimized for (e.g. video contest). Consider using Google's Keyword Tool to find common words and their search volume (e.g Volunteer may be searched more often than Contribute)
| |
|
| |
| '''Page titles'''
| |
| *Each page should have a unique page title, this helps users coming in through search to see what the content is from search results.
| |
| *70 characters including spaces, recommend "Search-Friendly Phrase - Brand Name" (e.g. Firefox for Android - Mozilla Firefox Web Browser)
| |
|
| |
| '''Meta descriptions'''
| |
| *159 characters including spaces
| |
| *Unlike page titles, these don't necessary help with ranking, but it is a piece of data that greatly boosts the user experience of searching and finding content. Additionally, meta descriptions are also used by social media sites when users re-post content.
| |
|
| |
| '''H1, H2, H3'''
| |
| *H1 - Descriptive (not clever) Headline
| |
| *H2 - Descriptive (not clever) sub-heading
| |
| *Body copy - name of the person in the video, and a brief statement of what he/she says
| |
|
| |
| '''Alt-attributes'''
| |
| *gif, jpg, png formats should have a text description of the visual content (e.g. Firefox logo)
| |
|
| |
| '''2-3-5-click Rule for Architecture & Ranking on Keywords'''
| |
| *At a minimum, your site architecture should have a 3-level hierarchy, because if it doesn't search engines can't tell what content is most or more important than other content, and all pages cannot rank equally, you will be penalized.
| |
| *Super important keywords - no more than 2 clicks from the home/root page
| |
| *Moderately important keywords - 3 clicks from the home/root page
| |
| *Long tail keywords - 5 clicks deep from the home/root page
| |
|
| |
| '''Sitemap'''
| |
| *Your site should be indexed on a sitemap. Search engines use sitemaps to learn how to crawl your site. Build a quick sitemap with [http://XML-Sitemaps.com XML Sitemaps] or add all urls (one per line) into a txt file and include in your site's directory.
| |
|
| |
| '''Crawlable Link Structures'''
| |
|
| |
| '''Relative No Follows'''
| |
|
| |
| '''Canonicalization''' - a problem that stems from multiple users for a single piece of content (e.g. Download Firefox product page.
| |
|
| |
| =Post Launch=
| |
| '''301s'''
| |
| *If you launched a temporary landing page, you need to permanently redirect traffic to your new site/page
| |
|
| |
| '''JavaScript'''
| |
| *Is content being served in JavaScript? (e.g. modal dialog/lightbox) make sure it is searchable
| |
|
| |
| '''Speed'''
| |
| *How long does the page take to load - Is it significant for users or search engines?
| |
| *What improvements can be made?
| |
|
| |
| '''Indexed Pages'''
| |
| *search for your site's name on Google and record # of pages returned
| |
| *Does the homepage show up as the first result?
| |
| **If the homepage isn’t showing up as the first result, there could be issues, like a penalty or poor site architecture/internal linking, affecting the site.
| |
|
| |
| '''Branded Terms'''
| |
| *Search for the brand and branded terms
| |
| **Is the homepage showing up at the top?
| |
| **Are correct pages showing up?
| |
|
| |
| '''Check Google’s cache for key pages'''
| |
| *Is the expected content showing up?
| |
| *Are navigation links present?
| |
| *Are there links that aren't visible on the site?
| |
|
| |
| =Content=
| |
| '''Homepage content'''
| |
| *Should have rich copy-driven content (not just an image, slideshow, or video)
| |
|
| |
| '''Duplicate content'''
| |
| *Does the same content reside on completely different URLs? (if yes, then implement canonical URL)
| |
|
| |
| '''Proper keyword targeting'''
| |
| *Is the intent right?
| |
| *Are there pages targeting head terms, mid-tail, and long-tail keywords?
| |
|
| |
| '''Keyword cannibalization'''
| |
| *Search Google for important keyword phrases
| |
| *Scan site for duplicate content/page titles
| |
|
| |
| '''Rich media content'''
| |
| *Include the type of media in H1 and the Page Title, e.g.:
| |
| **Page title - Johnny Slates Loves Firefox - Firefox Flicks - Mozilla
| |
| **H1 - Johnny Slates Meets the Red Panda (VIDEO)
| |
|
| |
| =Ranking Metrics=
| |
| '''General'''
| |
| *Page Authority
| |
| *Domain Authority
| |
| *Linking Root Domains
| |
| *Total Links
| |
|
| |
| '''Social Proof''' (increasingly important as Google humanizes search results)
| |
| *Facebook Shares
| |
| *Facebook Likes
| |
| *Tweets
| |
|
| |
| =Ongoing Metrics=
| |
| *'''Direct Navigation Traffic''' - type in traffic, bookmarks, email links without a tracking code)
| |
| *'''Referral Traffic''' - from links across the web or in trackable email, promotion, and branding campaign links)
| |
| *'''Organic Search Engine Traffic''' - queries that sent traffic from any major or minor (long tail) web search engine
| |