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SEO is Not a Four-Letter Word How can your startup get more users to see your app in the first pages of Google results without spending money on advertising? Together we’ll walk through a way to create your own data structures for Google to consume using JSON-LD and the data you already have–no gems or cursing necessary. About Katherine: I'm a history teacher turned developer currently working as a Software Engineer. I'm a proud native of Washington, DC, where I teach to learn as the Director of Education for Women Who Code DC. When I’m not bug hunting you’ll find me making awful puns, practicing the bodhran, and vociferously defending the Oxford comma.
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The video titled "SEO is Not a Four-Letter Word" features Katherine McClintic, a Software Engineer and Director of Education for Women Who Code DC, speaking at RubyNation 2017. In this presentation, McClintic shares her journey of learning about Search Engine Optimization (SEO) while working on LivingSocial's SEO strategy, transitioning from a back-end developer's perspective to a more comprehensive understanding of how to improve web visibility without paid advertising. The discussion covers several essential aspects of SEO and structured data, including: - **Understanding SEO**: McClintic explains that SEO is a process aimed at driving organic traffic to a website through free search engine results, as opposed to paid ads. Good SEO practices can enhance site visibility by ensuring the site's architecture is logical and relevant keywords are effectively utilized. - **Structured Data**: Importance of structured data is emphasized. Structured data is data organized in a predictable and logical way, which aids search engines in understanding the information on a web page better. - **Types of Structured Data**: The two common types of structured data discussed are Microdata and JSON-LD. Microdata is defined through HTML specifications, whereas JSON-LD offers a more flexible, structured format that separates data from user-visible content. - **Google Tools**: McClintic highlights the utility of Google Search Console to monitor site presence and the Structured Data Testing Tool to validate structured data. She explains how these tools helped her identify issues with existing structured data including missing key venue details for events. - **Transitioning to JSON-LD**: After correcting existing structured data, a critical step was transitioning from Microdata to JSON-LD markup to expose more data to search engines, ultimately leading to better search results. - **Continuous Improvement**: McClintic emphasizes that while addressing structured data errors is essential, the quality of the structured data is key to improving visibility. As data is added and refined, visibility on search engines improves. In her concluding remarks, McClintic states that upgrading structured data from Microdata to JSON-LD led to significant improvements in LivingSocial's search results. She encourages viewers to invest time in enhancing their structured data practices to increase their site's chances of higher visibility in search engine results. Overall, the video provides valuable insights into the effective use of structured data and SEO strategies for developers looking to enhance their web applications' performance in search engine rankings.
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