Intro to SEO for Editors at #LuckyFABB 2012 by Toby Evers


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Toby Evers
SVP, Media Operations
Morpheus Media

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Intro to SEO for Editors at #LuckyFABB 2012 by Toby Evers

  1. 1. INTRODUCTION TO SEO an editors approachToby Evers 127 West 26th St., 7th FloorMORPHEUS MEDIA New York, NY 10001 212.253.1588A CREATETHE GROUP COMPANY 212.353.8793 APRIL 2012
  2. 2. ContentsUnderstand SEOImportance, Ranking Factors, Goals, Traffic, TheSERPDoing The ResearchKeywords, Analytics, Keyword Suggestions, Insights, Social ResearchContent PromotionGoals, Page Structure, Title Tags, Meta Tags,Image Optimization, InterlinkingOff-site PromotionAuthor Rank, Link Building, Link Bait, Digital PR, SocialImportance, Google +, PRWeb
  3. 3. understand SEO a simplified approach
  4. 4. Google Algorithm Search Ranking Factors Survey 2011Source:
  5. 5. Three Main Goals✓ make it easy for search engines to find our content✓ make it easy for search engines to understand our content✓ make it easy for users to find our content
  6. 6. The Importance of SEO Websites ranked number one received an average click-through rate (CTR) of 36.4 percent; number two had a CTR of 12.5 percent; and number three had a CTR of 9.5 percent.Source:
  7. 7. The SERP - Search Engine Results Page Title Tag of Page (Clickable Link) Meta description & URL Bread Crumbs (Rich Snippets) • universal Search allows News Results for multiple opportunities within the SERP to garner Social Media (Twitter) natural traffic • by optimizing each of these areas, we can control more SERP real Image Results estate, increasing the likelihood of receiving a click Video Results
  8. 8. do the research find your audience
  9. 9. Keywords What are keywords? • keywords are common terms used in your content that identify what your content is about • keywords represent the specific language and terminology that users use when they search • more commonly searched keywords appear in Google “suggest” as you type
  10. 10. What keywords are currently being used?Analytics (Google, Omniture, etc)• determine your current audience through keywords driving to your site• find keywords that result in a more engaging audience (more page-views, more time on site)• look for ‘non-branded’ keywords to find opportunity• find areas you’re missing out on
  11. 11. Finding the traffic & opportunityGoogle Adwords Keyword Tool - • find monthly search volume for keywords • discover competition levels • get recommendations for similar keywords to target • best to research before writing a post
  12. 12. Finding the traffic & opportunityGoogle Insights - Google Insights allows you to identify comparative relative search volume for keywords Use Google Insights to help you: • determine how people are searching • what are people typing? • gain insight into seasonality • when do people start searching? • connect to trending topics • who else has written about this? • find rising searches • what keywords are trending? • understand Geographical info • where are people searching?
  13. 13. Finding the buzz - • discover sentiment and demographics • find trending topics on twitter • discover articles and hash tags being shared • find reputable targets & influencers
  14. 14. content optimization put that research to work
  15. 15. The GoalThe goal is to optimize content by aligning yourlanguage with the language that our readers use
  16. 16. Where are keywords the most effective? Article / Post Optimization • beginning of your headline • use of a sub-headline or deck • beginning of title tag & meta description • if you have control • within first 200 characters of article body • image alt tag & caption • utilized a few times more in body • try to use synonyms and different keywords of similar semantics (don’t be repetitive!)
  17. 17. Page Titles / Title Tags Best Practices: • most important element for SEO • should describe the page like a table of contents • should be very similar to your main headline (H1) • place the most important keywords at the beginning of the title • homepage: brand name first, then value proposition or keywords • article pages: article title, category, brand name • first 3 words in title are most relevant • search engines bold keywords included in the user’s query • try to keep shorter than 75 characters (keywords beyond that are ignored, and truncated on results)
  18. 18. Meta DescriptionsBest Practices: • doesn’t impact SEO relevancy, but impacts click-through rate on SERPs • don’t forget them - or Google will make something up • make each one unique • mix branded text with short description of page • this is your chance to ‘sell’ this page to users • try to keep shorter than 175 characters (long meta descriptions are truncated, and are not optimal for the search engines)
  19. 19. Image OptimizationBest Practices:• all images should contain an alt tag alt=”Three Blind Mice”• adds to keyword value of page• can bring additional traffic through Google image search• should describe image in 3 - 5 words• helps to add an “image caption” underneath the image• title=”” tag only provides text to users as they hover over image, do not benefit SEO Three blind mice, photo by Toby Evers caption
  20. 20. Internal LinkingBest Practices: • interlinking with other articles within your site can connect similar content together for users and search engines • don’t overlink: no more than 1 link per 100 words of content is a best practice • choosing the right anchor text (text within the link) is essential • use relevant keywords about the next article • avoid “click here” outbound link to referenced site Image Credit: internal link to article about “Kate Upton”
  21. 21. off-site optimization PR done the ‘SEO’ way
  22. 22. Author Rank / Trust Rank• trust rank is the search engine authority value given to an author that can effect search engine ranking for certain topics• creating a ‘bio’ page on a blog can give you an ability to connect authors to their external profiles with rel=”me” - and create a list of articles by that author• a Google+ page should also be created by each author - and social profiles connected• Author/Trust Rank is determined by a number of variables including: • # of linked social profiles and their relevancy • PageRank of authored content • # of followers & friends - social graph • generalization of content written by author • postings to Google+ and +1’s
  23. 23. Independent PR to Support SEO• PRWeb - cheap and simple solution ($200 for optimized release)• SEO package provides distribution from AP wire to Google news• allows linking to your site (SEO value)• allows video and images to be added• can use to distribute to partners in link-building process
  24. 24. Social Media’s Impact On Search Source:• SEOmoz social/search research data shows a high correlation between social media based factors, like Facebook Shares and Likes, and ranking well in Google• search engines will rely more on these signals to provide higher quality search results as the web becomes more social in nature
  25. 25. Google+• ‘Search Plus Your World’ is essentially an update to Google’s search algorithm which will increase the likelihood of Google+ pages appearing in search results• with ‘Search Plus Your World’ personal results, the user will receive relevant tips, photos, and Google+ posts alongside results from the web• users now have the ability to toggle back and forth between personal and regular search resultsPersonal Regular
  26. 26. The Importance of Link Building Authority x Relevancy = Value www.opensitexplorer.orgImportant Search Engine Factors:• authority of the site linking to you• content on the page that is linking to you• overall content of the site linking to you• anchor text contained in link (keywords)• whether the link is ‘followed’
  27. 27. Link Bait• top 10 lists, infovideos & infographics are currently the most popular forms of link bait • popularity and sharability allow sites to acquire many links from a variety of domains • also a great source of referral traffic through social platforms like Facebook and Twitter• example: RSA Animate - The Surprising Truth About What Motivates Us • over 1,400 linking domains and 8 million views
  28. 28. Thank You! Toby Evers SVP, Media Operations Morpheus Media Twitter: @tobassistPlease don’t hesitate to DM me on twitter with any questions