Doc Sheldon

Doc Sheldon


Top Shelf Copy

Doc Sheldon is co-founder of Top Shelf Copy – a content strategy and SEO services firm with offices in San Diego, California, and Albany, New York – where he specializes in technical SEO. Doc has over 30 years experience in marketing and professional journalism bolstering his 9 years online marketing background.

In addition to his primary interest – the Semantic Web and the technologies to achieve that end – Doc also performs organic search optimization services for Top Shelf’s clients worldwide, specializing in content strategy services.

Articles by Doc Sheldon

A Recipe for a Tasty Semantic Search & SEO Salad

Schema RDFA

Stop trying to salt your content and meta data with keywords, thinking that's all you need to get to the top of search engines. And that doesn't mean just concentrating on synonyms, either. Instead, focus on conveying the concept of your pages.

Are Guest Blogs Forked?


The last couple of weeks have given rise to a lot of cussing and discussing, regarding penalties levied against sites on both ends of the guest blog spectrum. Here are a few things that should help keep you safe from a guest blogging-related penalty.

Dissecting Moz's 2013 Search Engine Ranking Factors

Overall Algo Impressions

Moz has published their 2013 Search Engine Ranking Factors report with the input of 120+ SEO professionals and a scientific approach. The report skirts a number of actual ranking factors and focuses mostly on search engine correlation data.

SEO Packages: Buyer Beware

Caveat Emptor

Would you buy a used car without checking it out first? Or a house, a surgeon's services, or a babysitter? Your livelihood deserves at least as much consideration. When trying to hire a reputable SEO, do your homework and protect your investment!

There is No 'New SEO' – Just a New Fad!


SEO is search engine optimization, period. Channels may come and go or rise and fall in popularity, but that doesn't change what SEO is any more than adding a row of tomatoes to your garden redefines agriculture.

Paying it Forward (With a Great Tip)


There's a tendency, whenever people want to learn about SEO/SEM, to seek the experts to learn from. Setting aside the often difficult task of determining who's the right expert to listen to, it's a more complicated process than it may seem.

Is Online Privacy a Pipe Dream?


Remember years ago when the first noises were being made about protecting your data online, a lot of naysayers would respond "If you're not doing anything wrong, you have nothing to be afraid of"? Keep tellin' yourself that, pilgrim!

Can Google be Trusted to Do No Evil?


Google has managed to build or acquire properties in which users just naturally leave tracks. Is it all part of a grandiose scheme to build a massive graph that can help convert a search engine into a knowledge engine? Or is something else going on?

FTC Tightens Online Disclosure Requirements


The FTC's new disclosure standard considerably tightens the requirements for disclosure statements for online advertisements, ads and reviews. Also, if you're posting anything on a social media platform, that specifically requires disclosure, too.

5 Top SEO Fallacies: A Myth-Busting Rant


The following post deals with things that have already been beaten to death, dozens of times. Yet, still, these myths pop up time after time on forums, in blogs, and even at conferences. How many times must we kill them before they'll remain dead?