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.

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