Virtual Class: Raising Visibility // Week 2

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  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • Lisa on LinkedIn: linkedin.com/in/lisawilliams Lisa on Twitter: @lisawilliams
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • According to Matt Cutts of Google, only 20% of the U.S. population has heard of Search Engine Optimization (SEO)—but it’s critical to expanding the visibility of your web site.
  • 1. Know the “best” keywords to drive traffic to your site (Reference: http://www.seomoz.org/beginners-guide-to-seo/keyword-research). 2. Use Google AdWords to check popularity of possible keywords to use in text: Google AdWords: Keyword Tool http://bit.ly/YnrhYz
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours

Transcript

  • 1. Week 2: Raising visibility,awareness and reach foryour online project: SEOApril 23, 2013Susan MernitKnight Circuit Rider,Oakland LocalEditor/Publisher
  • 2. Type questions here
  • 3. WHO IS THE INSTRUCTOR?Susan Mernit, Linked In:http://www.linkedin.com/in/susanmernitTwitter: @susanmernitFacebook: Facebook.com/susanmernit3
  • 4. 4Today is about using SEOto increase your searchengine traffic & yourdiscoverability
  • 5. 5Cheat sheet: What is SEO, exactly, and whyshould you care so much? Here’s some infoto know….Cheat sheet: What is SEO, exactly, and whyshould you care so much? Here’s some infoto know….
  • 6. 6Search Engine Optimization: Things toknowSEO allows internet robots to scan, classify and rank your pages.•The robots rate your keywords, your links, how often your content is updated,•and the online tenure and reputation of the sites that link to you.•Then they score you and make results available to searchers. (Indexing)“Good” SEO means:•You come up higher in Google search rankings•Your pages show up more consistently in search—which increases traffic to your site•You are indexed against specific keywords and show up (like a place name or topic)“Bad” SEO means•No one can find your content when they search online•Your site is indexed less frequently so you have less fresh results•You are left out of news story lists, even when you have a storyLearning and doing good SEO is both straightforward and FREE.
  • 7. Type questions here
  • 8. knightdigitalmediacenter.org81. What are the basics?•Check out:Is Google analytics installed?•Do you have access?•Does your site have asitemap robots can read?•Do you have RSS/XMLfeeds?
  • 9. 92. What are you telling—or nottelling-the robots?Do a site audit:How many of your headlines mention a place?--Oakland Mayor runs marathonHow many headlines have a keyword as part of thetitle?Running Festival comes to OaklandExamples:Anti-bullying laws pass houseNew anti-bullying laws pass Iowa State HouseLast milkman parks delivery truck for goodAberdeen, SD dairy ends home deliveryExamples:Anti-bullying laws pass houseNew anti-bullying laws pass Iowa State HouseLast milkman parks delivery truck for goodAberdeen, SD dairy ends home delivery
  • 10. 10YOUR SEO CHALLENGE: REWRITE THIS!Neighboring business finds silver lining after fire at Marionfurniture storeSEE The Gazette http://bit.ly/11UbQvlOrGrant could go to Maple Bay ParkSEE Traverse City Record-Eagle http://bit.ly/171t0uEYOUR SEO CHALLENGE: REWRITE THIS!Neighboring business finds silver lining after fire at Marionfurniture storeSEE The Gazette http://bit.ly/11UbQvlOrGrant could go to Maple Bay ParkSEE Traverse City Record-Eagle http://bit.ly/171t0uE
  • 11. Examples: Berkeleyside.comBest practice: Use your keywords in your headlines—repeatedly..Readers know Berkeleyside is inBerkeley, CA—but robots need to be toldReaders know Berkeleyside is inBerkeley, CA—but robots need to be told
  • 12. 12Best practice: Use keywords in your headlines &contentIntegrate keywords into your text to bemore discoverable—by robots1. Know the “best” keywords to drive trafficto your site and use them2. Need help? Use Google AdWords tocheck popularity of possible keywords touse : see http://bit.ly/YnrhYzCheck keyword searches in Google Analytics under Traffic Sources Overviewto see what previous queries have been.Keywords for The Lens, NOLA, 2013
  • 13. Best practice: Good use of SEO results in high searchrankings & more discoverabilityCheck your search ranking as you work on this.
  • 14. 14Assignment to use SEO to improve visibility (do all or part):Create a list of SEO-effective headlines you can share with your team asexamples, either from your site, or from local sites nearby (3-5 examples)Check Google Analytics and see what keywords are used in search queriesyou and your team might use more often and deliberately. List them.Note the % of search referral from Google today and 1 month ago, and sharewith our group. Note % changes going forward.Please post your work by Friday, April 28 so we candiscuss, share, comment before the April 30 class.Please post your work by Friday, April 28 so we candiscuss, share, comment before the April 30 class.
  • 15. 15Useful resources for SEO and relatedBASIC TOOLS•Google Webmaster tools (google.com/webmasters)•Google analytics (google.com/analytics).•Build a sitemap for Google.com robots (Creating a NewsSitemap - Webmaster Tools Help http://bit.ly/YBiep2)SEO•Google AdWords: Keyword Tool http://bit.ly/YnrhYz•SEO tips by Google’s Matt Cutts http://bit.ly/13hO2AJ).•Beginners Guide to SEO: http://www.seomoz.org/beginners-guide-to-seo/keyword-research•Check your link authority a http://www.opensiteexplorer.org/
  • 16. Type questions here
  • 17. mernit@gmail.com@susanmernithttp://oaklandlocal.comSusan MernitKnight Circuit Rider,Oakland LocalEditor/PublisherTHANKS Third class on partners & syndication is April 30, 9 PT
  • 18. knightdigitalmediacenter.org18Virtual Class: Raising Visibility | Started on April 15, 2013Virtual Class: Raising Visibility | Started on April 15, 2013