• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
SEO_for Communicators_DU_online_Oct_2010
 

SEO_for Communicators_DU_online_Oct_2010

on

  • 433 views

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

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

Statistics

Views

Total Views
433
Views on SlideShare
433
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    SEO_for Communicators_DU_online_Oct_2010 SEO_for Communicators_DU_online_Oct_2010 Presentation Transcript

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