- [Instructor] Search engines are generally very good at analyzing and understanding the text content on web pages, but search engines have a more difficult time with other forms of content like images, videos, and audio clips. Let's take a look at a few different ways we can go about optimizing these types of content for our target keywords. One simple best practice is to use the text surrounding the non-text elements to describe what it's all about. This makes perfect sense if you think about it. Having a paragraph of text describing a particular video right next to that video is very common practice, and images embedded in line with text often have text titles under them, and they're typically very relevant to the text on that page. Image slide shows or carousels often contain a textual title and description of each photo. And an audio clip typically has a description and may even have a complete transcription as well. Search engines do analyze the text that's in close proximity to the non-text components, making the assumption that there is some topical correlation between those elements. On the Explore California homepage, we can see this in action. For example, this logo for Cycle California is an image, and even though those pixels are arranged in such a way that humans can quickly read Cycle California and see that it's a logo, remember that search engines can't do this quite as easily. So while the search engine will look at the image file name and the alt text, it will also look at the text nearby. And in this case, we can see that it's all about a Cycle California tour that's being featured, telling search engines a little more about that image. You can also make use of image captions. And when an image is also used as a link, you can use a title attribute to give search engines even more information about the image itself. Aside from using the text that's near the non-text elements, there's also some code we can use to help the search engines out. What's known as structured data allows us to mark up our code with some very relevant, very specific metadata, specific to a certain type of content. It's useful to note that there are different ways of marking up your structured data, but for this example, we'll format the Schema.org markup using JSON-LD, which search engines tend to favor. These are some of the properties that you can define for an image object. And if we scroll down, you can see examples of the difference between your standard image tag and one that's been enhanced with Schema.org markup. Note that there are markup specifications for audio and video clips as well. Let's take the example of the video that's on the homepage of the Explore California website. We can see that there's some code that embeds the video and right now there's not much that can tell a search engine about the contents of that video, but by adding in some special markup, we can provide search engines with all kinds of rich metadata. And this will help them really understand what this content is all about. Now, when a searcher types in something like "Explore California podcast," we've positioned ourselves for this page, or even this video, to pop up in the search results. Take a look through Schema.org and you can see all of the different properties and elements that you can define for non-text data. Making sure to provide as much information as you can to the search engines can only help your overall search engine visibility. And when you're adding markup to your site, be sure to test it using search engine tools like Google's structured data testing tool. Using a mix of content types in your pages can be a great way to engage with your visitors and help them down the conversion path. And just because a piece of content doesn't use words doesn't mean we can't help a search engine understand just what it's all about. Through surrounding text, some code elements and structured data, you can open up all of your content to search engines and be well on your way to attracting new traffic to your pages.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.