Necessary Evil: SEO Terms Communicators Need to Know

At first glance, Web jargon might make right-brained communications executives squeamish, but fear not: Taking some time to learn a few basics will enhance your social media SEO and SEM strategies tenfold. The following tools and techniques will help build a foundation upon which more advanced optimization strategies can grow:

• Multivariate testing: Helps determine which content variations meet the goals of a site (registrations, conversions, etc.) based on user clicks. Testing can be done through page tagging, which tracks what a visitor viewed and for how long, and by setting up the server to display different variations of content with each visit. IT professionals can do this in-house; external vendors also offer these services.

• JavaScript: A programming language used in the development of dynamic Web sites. It enhances the user experience, but it can hinder a search engine’s ability to index scripted content. Tell your programmer to avoid using

tags when coding (they will know what that means).

• Dynamic versus static URLs: A dynamic URL is a long, complex jumble of letters, numbers and symbols (i.e.,*=/), while a static URL is more explanatory of the destination (i.e., Rewriting URLs is an easy way to make your social media sites optimized for search.*=/

• W3C standards: Defines standard coding practices that result in cleaner codes and, in turn, better searchability. To see if you meet W3C standards, visit or

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