SEO_for Communicators_DU_online_Oct_2010


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Guest Lecture for Integrated Marketing Communication, DU, instructor Lora Louise Broady

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SEO_for Communicators_DU_online_Oct_2010

  1. 1. SEO FOR COMMUNICATORS<br />Jason Karpf, Master’s Candidate, University of Denver<br />
  2. 2. Introducing your lecturer<br />Jason Karpf, independent PR/marketing consultant from Southern California<br />3 courses and 1 Capstone away from M.P.S., Organizational and Professional Communication, PR/Marketing specialty<br />LLB student: Internet Marketing Communications with LLB, Winter 2010; Integrating Social Media, Summer 2010<br />
  3. 3. Thanks to our guest expert<br />Michael Wylie, president, Abway Technology—SEO and Web development company<br />Michael’s special tips marked in red throughout presentation<br />
  4. 4. Case study site:<br />Financial site dedicated to LIBOR index<br />Jason Karpf is editor: Web copy, articles, press releases, news summaries, video scripts<br />
  5. 5. When kirk told bones to work on sEO<br />Dammit, Jim…<br />I’m a communicator not a Web-savvy, techno-droid!<br />(Actual Star Trek Communicator)<br />
  6. 6. Boldly go into seo<br />Search Engine Optimization (SEO) is a communications discipline<br />“Techno-droids” not mandatory, but…<br />“Spocks” speak up!<br />
  7. 7. What is seo?<br />
  8. 8. What is seo?<br />Enhancement of Web site attributes known to boost search engine ranking<br />Giving search engines “what they want”<br />
  9. 9. How search engines work<br />Determine pages’ relevance to entered search terms (keywords)<br />Send out “spiders” to “crawl” sites<br />Use algorithms (formulas) to gauge relevance, establish ranking<br />Higher the ranking, higher the placement on search engine results page (SERP)<br />
  10. 10. KEYWORDS<br />The root of SEO<br />Mirroring how people search<br />Presence in visible content and “behind the scenes” features<br />Learn them for your site and your competitors’<br />
  11. 11. Keyword tools<br />Show most used search terms within site’s existing content<br />Show frequency among prospective keywords<br />Suggests additional keywords<br />Google Search-Based Keyword Tool<br /><br />Google AdWords Keyword Tool<br /><br />
  12. 12. On-page seo<br />Content<br />Keywords used in written material: Web page copy, product descriptions, articles, press releases captions, etc.<br />Special text—bold, underline, italics—gives more weight to keywords<br />Can measure keyword density;<br /><br /><br />4%-8% is target range, keyword density<br />Best advice:<br />Write aggressively but artfully<br />Update frequently<br />
  13. 13. On-page seo<br />URL<br />Good opportunity for keyword<br />Can be “/(keyword)” after domain<br />Separate words with dashes so Google can read keywords<br />Title<br />Phrase seen at top browser bar<br /><120 characters; keywords twice<br />LIBORATED.COM: LIBOR rates news education tools and more<br />Site map<br />Good for human beings and search engines<br />
  14. 14. On-page seo<br />Tags<br />Meta description and keyword tags<br />Extra opportunity to list keywords<br />" is the world’s foremost resource for current and historic LIBOR rates, LIBOR news, charts, calculators, and mortgage and loan information.“<br />"liborated,, LIBOR, LIBOR rates, libor rate, LIBOR loans“<br />Alt tags<br />Text descriptions for images when they don’t appear<br />Anchor tags<br />Make the wording of the tag descriptive; keywords<br />“CLICK HERE” is awful use of anchor tag <br />Bots need to know importance of next page<br />Extensive links within site an SEO plus<br />
  15. 15. How do I know what is in the tags?<br />Right click on a background area of your site<br />Select “View Source”<br />Small window will come up<br />CTRL F for “Find” window<br />Type in term; “img”<br />
  16. 16. Off-page seo<br />Links<br />The more incoming links, the “more desirable”<br />Link popularity<br />Number of total inbound links<br />Link quality<br />Relevancy of site linked to yours<br />Traffic to sites linked to yours<br />Link popularity tool, Google searches help with research<br /><br />
  17. 17. Off-page seo<br />Creating inbound links<br />Link to suitable sites in hopes they reciprocate<br />Directly soliciting reciprocal links may be frowned upon<br />“Link to us” feature on site with code<br />Press releases<br />Bylined content<br />Placement on other Web sites with back links in copy<br />
  18. 18. So, what’s a communicator to do?<br />Best SEO technique: quality, relevant, evolving site<br />Helpful content<br />Talk about keyword subject matter<br />Regular updates<br />New articles<br />News summaries<br />Press releases<br />Video<br />Podcast<br />Blog<br />Good navigation<br />PR to foster off-page presence<br />
  19. 19.<br />Ongoing informational articles<br />News summaries with keywords in headlines, images<br />Press releases and PR<br />Video; keywords in tags, narration transcript<br />Licensed LIBOR rate feed<br />Social media<br />
  20. 20. Some resources<br />Jason Karpf:<br /><br />Michael Wylie:<br /><br />Article: Top 10 SEO Mistakes<br />The Happy Guy Marketing:<br /><br />(note URL contains keyword, dashes)<br />Article: The 52 Top SEO Tips - Here Are 10 of Them<br /><br />
  21. 21. SEO: THE FINAL FRONTIER<br />No tricks—in fact search engines punish<br />Not passive<br />Work with consultants/experts<br />Worthy sites: traffic, links and growth<br />A job for communicators<br />SEO Officer,<br />Star Fleet<br />
  22. 22. SEO FOR COMMUNICATORS<br />Jason Karpf, Master’s Candidate, University of Denver<br />Thank you to Lora Louise Broady and my fellow DU students<br />