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., www.something.com?id=12&cat=32&adkfj*=/), while a static URL is more explanatory of the destination (i.e., www.prnewsonline.com/resources/pr_jobs.html). Rewriting URLs is an easy way to make your social media sites optimized for search. www.something.com?id=12&cat=32&adkfj*=/  www.prnewsonline.com/resources/pr_jobs.html

• W3C standards: Defines standard coding practices that result in cleaner codes and, in turn, better searchability. To see if you meet W3C standards, visit http://validator.w3.org/ or http://www.neboweb.com/resources.php.  www.neboweb.com/resources.php.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.