Search engine marketing and search engine optimization

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Search engine marketing and search engine optimization

We recommend that you use structured data with any of the supported notations markup to describe your content. Use Data Highlighter If you want to give structured markup a try without changing the source code of your site, you can use Data Highlighter which is a free tool integrated in Search Console that supports a subset of content types.

Changing the source code of your site when you are unsure about implementing markup. Adding markup data which is not visible to users. Creating fake reviews or adding irrelevant markups.

Manage your appearance in Google Search results Correct structured data on your pages also makes your page eligible for many special features in Search results, including review stars, fancy decorated results, and more.

See the gallery of search result types that your page can be eligible for. Different content - for example, different products in a shop - as well as modified content - for example, translations or regional variations - need to use separate URLs in order to be shown in search appropriately.

URLs are generally split into multiple distinct sections: Google differentiates between the "www" and "non-www" version for example, "www. When adding your website to Search Console, we recommend adding both http: Path, filename, and query string determine which content from your server is accessed.

A fragment in this case, " info" generally identifies which part of the page the browser scrolls to.

Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used.

When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content "https: For the path and filename, a trailing slash would be seen as a different URL signaling either a file or a directoryfor example, "https: Navigation is important for search engines The navigation of a website is important in helping visitors quickly find the content they want.

It can also help search engines understand what content the webmaster thinks is important. Plan your navigation based on your homepage All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors.

Unless your site has only a handful of pages, you should think about how visitors will go from a general page your root page to a page containing more specific content. Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?

Many breadcrumbs have the most general page usually the root page as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup 28 when showing breadcrumbs.

Create a simple navigational page for users A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site.

Best Practices Create a naturally flowing hierarchy Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Link to related pages, where appropriate, to allow users to discover similar content.

Creating complex webs of navigation links, for example, linking every page on your site to every other page. Going overboard with slicing and dicing your content so that it takes twenty clicks to reach from the homepage.

Use text for navigation Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. When using JavaScript to create a page, use "a" elements with URLs as "href" attribute values, and generate all menu items on page-load, instead of waiting for a user interaction.

Search engine marketing and search engine optimization

Requiring script or plugin-based event-handling for navigation Letting your navigational page become out of date with broken links. Creating a navigational page that simply lists pages without organizing them, for example by subject. Your page should probably have a link back to your root page and could also provide links to popular or related content on your site.

Allowing your pages to be indexed in search engines make sure that your web server is configured to give a HTTP status code or - in the case of JavaScript-based sites - include a noindex robots meta-tag when non-existent pages are requested.

Blocking pages from being crawled through the robots. Providing only a vague message like "Not found", "", or no page at all. Simple URLs convey content information Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, "friendlier" URLs for those that want to link to your content.

Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.A well-rounded view on search engines and search engine marketing from five segments of the Web population represented by senior members of the major SEO/SEM forums on the Internet.

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Search engine marketing and search engine optimization

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