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Search engine optimization, SEO (Jun 2010: links and data may be outdated)
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Search engine optimization, SEO (Jun 2010: links and data may be outdated)


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    Break Through the Clutter
  • 2. Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" (un-paid, “organic”) search results as opposed to paid methods.
    Generally, the earlier (or higher) a site appears in the search results list, the more visitors it will visit that page.
    As an Internet marketing strategy, SEO considers how search engines work and what people search for.
  • 3. Why do I care what people are searching for?
    Search engines are the #1 way people find information online and are the #1 way people find your site(s)
    If someone is searching for information on a Navy topic, we want them to find that information on a Navy website (or official Navy social media site) first. Otherwise they may get their information from a less accurate source.
    Top Referring Sites to (June 11-17, 2010) 117,233 11,242 11,222 5,536 574
    Source: OmniStats
  • 4. “Sponsored” = PAID AKA Advertisements
    Natural/Organic search results
  • 5. There are more than 200 variables in what Google considers for ranking in searches. Other popular search engines use similar methodologies to determine page rankings.
  • 6. There are three main ways to optimize your website(s) for search engines
    Content- Relevant keywords in your content on your pages, and in your outbound and inbound links; updating a variety of content regularly; and writing in an literal manner can increase your search engine rankings
    Code- The more visible the text on your site the easier it is for your content to be found and there are several web coding items your web developer can do to help search engines know what information people can find on your site including HTML, Metadata, page titles, and ALT tags
    Advertisements- Paid search (e.g. AdWords) can place your web site on the first page of search results for your keyword(s) in the sponsored section and also helps search engines learn more about your website based on user activity of people who click on your advertisement
  • 7. As Public Affairs Officers, we have the most control over content
    Better Content = Better SEO
  • 8. ESSENTIAL RESEARCH: Identify your keywords
    Don’t assume you know your keywords and don’t get caught using obvious words such as “Navy”
    Brainstorm potential keywords and build a keyword glossary for your command
    Research your keywords to determine if people are searching for that term Narrow down your list (10-20 words is good target number)
    Optimization efforts are only effective if we are using keywords that people are searching for
    Tools to research keywords
    • 9.
    • 10.
    • 11.
    • 12. Find Keywords
    • 13.
    • 14.
    • 15.
    • 16. Google Wonder Wheel – on the left of every Google search
    5 steps to effective keyword research:
    Where to kick off your keyword search:
    Keyword questions:
  • 17. Tip 1: Use your keywords
    In titles
    In the body of the content and in your hyperlinks
    In photo/video descriptions
    In tags
  • 18. Tip 2: Update Often
    New content is being created by others every day, so you must keep your content fresh to maintain or improve your search ranking
    Post new content at least once per week (blog post, news story on your web site, Facebook post, Twitter post, YouTube, Flickr, etc.)
    Post a variety of content. Videos and photos with good captions are great ways to improve SEO
    Promote your content across your web presences. The more people that click on your content the better it places in search.
  • 19. Tip 3: Write clearly
    Search engines need literal information. Avoid clever or sarcastic headlines that obscure the meaning
    Use strong and descriptive headlines full of key words
    Include numerals (e.g. 5, 20) in headlines when possible
    Consider the lowest reading level of your target audience
    Use vocabulary appropriate for the subject
    When possible, use shorter sentences, break up paragraphs and use lists to improve readability
    HOW TO: Maximize Your Content’s Reach on the Social Web:
    Be relevant!
    Copywriting for social media:
  • 20. Tip 4: Use social media
    Monitor trending topics and incorporate into updates as appropriate
    Remain relevant and offer value to your audienceon different platforms—make sure you are varying your message based on specific audiences (the same message may not be appropriate for your web site, Facebook and Twitter)
    Use social media right away when you have breaking news (ensure it’s accurate and publically releasable first!)
    Use Hashtags to categorize your posts
    Encourage and facilitate the sharing of your content
    How to use social media to rank on Google,
  • 21. Be proactive: work with your web team to implement code changes
    Provide them with your keywords (and research used to determine keywords)
    Run a report on and provide to web team with suggested improvements
    Use a tool like to see how search engines see your website
  • 22. If your command advertises (e.g. Navy Recruiting), use keywords strategically
    • Be clear and avoid misleading language when creating ads
    • 23. Use deep links so those who click on the ad land on the exact page expected
    • 24. Test a variety of formats and phrases so you can optimize ads on the fly
    • 25. Start with a small pilot campaign targeted towards a specific geographic region or other demographic
  • Additional SEO Resources
    Be sure to check your page ranking on Google and other search engines for your keywords regularly, and if you want additional tips for increasing your search engine page rank, see the links below:
    21 Essential SEO Tips and Techniques:
    10 Basic SEO Tips to Get Started:
    Top 52 SEO Tips:
    55 Quick SEO Tips:
    24 SEO Terms Marketers Should Know:
    9 SEO Mistakes Businesses Make with Content:
    SEO is evolving fast:
  • 26. Additional SEO Resources
    SEO Blogs:
    Online Marketing Blog –
    Matt Cutts –
    SEOmoz –
    Search Engine Land –
    Search Engine Watch –
    Search Engine Roundtable –
    Search Engine Guide –
    Marketing Pilgrim –
    HubSpot –
    Yoast –
    Small Business SEM –