Want to Show Up in Search? Follow This SEO Checklist

Good content developers have learned to write both for people and search engines, using solid data to reach their audiences. 

But search engines have gotten a lot smarter. They’ve moved beyond individual keywords—they’ve learned to understand context. But writers still need to understand and deploy sound search engine optimization (SEO) principles. Apply this SEO checklist to every blog and landing page. 

Optimizing website content

To help your website show up in search engines, you need to optimize both content and select HTML source code. This includes page titles, metadescriptions, image alt-text, internal links, anchor text, URLs, etc.

The following checklist identifies those things you will need to address for every web page and blog. 

1. Metatitle. This is distinct from the headline on the page’s headline. It acts as a name tag for the web page.
   • It should in a keyword.
   • Maximum length: 50-60 characters.
   • Use your brand name. 
   • Use numbers, if appropriate.
   • Use how, what, why.
   • Provide useful info/create sense of urgency.

2. URL: This is what will show up in the page’s information bar. It’s important because search engines will be looking for this.

• Limit to 3-5 words.
• Include keywords.
• Try to avoid duplicating metadescriptions.

3. Blogpost. Search engines love fresh content, and writing and posting blogs are the best ways to keep your site updated with new content. 

• Use H tags for titles and subtitles: H1, H2 and H3.
• Add buttons and links to your social sites. 

4. Images: Label every image. Include name of your company and image description.

• Use alt tags: Include your company name plus description of the image.
• Use the correct size image for designated space—make sure images are not too big or your site will not load. Recommended sizes: 1500-2500 pixels. Those images you take with your smartphone? They’re generally huge files. If you plan to use these, resize them before uploading to your website.
• Each page should have an image. A carefully chosen, highly relevant image will enhance your story and provide visual texture. 

5. Body. Long-form content helps your site show up in search engines. Google needs words to rank. Think 1,000+ words. At the very minimum, 300 words. Frontload your content, with the most important information in the first paragraph. 

6. Keywords. Use Google’s keyword tool or others. Key in search phrases and see what words/phrases people are using to search for your term. Look for those with low-medium competition and bid price.

• Forget keyword stuffing. Good content is nonnegotiable. Use your target keywords in the first 100-150 words.
• Use semantically related words throughout body of content.

7. Internal Linking strategy. Create internal links among pages where there is a relationship. It encourages readers to stay on your site, drilling down through relevant pages.

8. Webpages:

• Check page-load time—if it takes too long, check image sizes. 
• Make sure your site is built with responsive design, adapting across devices.
• Avoid duplicate content. 

Do you need help optimizing your website? Contact Top of Mind Marketing. We’re writers and content marketing experts. 

TikTok: The Social App that Comes with a Pentagon Warning

If you’ve tuned out on yet another social media application that you’re never going to use, it’s time to take a look at TikTok. TikTok is used to create and share short-form videos. Owned by Beijing-based parent company ByteDance, it was launched in 2016 and has become wildly popular among users, including celebrities, with more than 1.3 billion downloads worldwide. 

TikTok’s popularity is fueled by the fear of missing out (FOMO) and what seems to be an insatiable desire to be seen, to have an audience, if only for a moment. TikTok promises that you can “watch endless videos customized specifically for you. A personalized video feed based on your preferences.” 

But incidents over the past year have caused privacy experts to question how data from TikTok is being collected and used, and whether it’s being censored by the Chinese government. 

There’s that data thing again

In TikTok’s case, you’re sharing data with the Chinese government, and that’s the problem. I just looked at the privacy policy, and right up front, I see that I’m volunteering: 

• My age, username and password, language, and email and phone number.
• If you choose to find other users through your social network contacts (which of course you will—that’s what social is all about), they will collect your public profile information, plus names and profiles of your social contacts.

There’s more, but you get the idea

As a consequence, in a December message to all military branches, the Pentagon said there was a “potential risk associated with using the TikTok app.” It advised employees to take precautions to safeguard personal information. US military branches now have banned TikTok on government-issued smartphones in an effort to secure and defend their networks.

Despite the ban, troops continue to use TikTok on their personal devices

According to cybersecurity experts, this poses many of the same security threats that were present when the app was being used on government phones. 

Spies could use video metadata to track the movements of US personnel, potentially exposing a secret mission or endangering the lives of deployed troops. Phone hacking could expose personal finances, relationships or sexting that makes them susceptible to blackmail. 

A loosely defined policy about social media usage

Policy is somewhat loose; it advises personnel not to do anything that disrespects the Army. As long as they’re not promoting products in uniform, they’re operating within the law. 

More education on TikTok’s risks

Michael Nowatkowski, an associate professor of cyber sciences at Augusta University and senior research fellow at the Army Cyber Institute believes TikTok poses a greater risks than other social-media companies because of ByteDance’s Chinese ownership. He didn’t believe the military had the resources to enforce an outright ban on personal devices. 

Instead, Nowatkowski believes the military should educate troops on the risks of downloading TikTok on their personal devices. To that point, all Department of Defense personnel take annual cyber-awareness training about the threats that social media can pose. It may or may not be enough.

That data thing just keeps popping up. For help with your social media strategy, talk with Top of Mind Marketing. We’re writers and content marketing experts.