Tools and Techniques to Increase a Blog's SEO
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Tools and Techniques to Increase a Blog's SEO



This presentation was presented at BlogHer Handmade in St. Paul. The goal was to provide actionable steps for increasing a blog/site's SEO at an intermediate level.

This presentation was presented at BlogHer Handmade in St. Paul. The goal was to provide actionable steps for increasing a blog/site's SEO at an intermediate level.



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    Tools and Techniques to Increase a Blog's SEO Tools and Techniques to Increase a Blog's SEO Presentation Transcript

    • Growing Your ReachUsing Technology for SEO
      BlogHer Handmade
      September 15, 2011
      Connie Bensen
      September 15, 2011
    • Connie Bensen
      Community Management and Strategy
    • Know Your Audience
      Who are your crafts for? (audience)
      What are they looking for? (keywords)
      What supplies do you need (content)
      Putting it together (crafting)
      Tools to use (free technology)
    • SEO Basics
      What do search engines prefer?
      Search engines rank websites on two factors:
      Content and keywords (on-page)
      Inbound links to your site (off-page)
      Two types of search:
      Paid Search: Most common is Pay Per Click (PPC). The price increases with the popularity of the term. (Google Adwords & Facebook Ads)
      Organic (or natural) Search: The phenomenon of ranking in search results due to keyword match and number of links to website. This is free!
      Research shows that people are 75% more inclined to click on organic results vs paid. (Hubspot)
    • A Pattern for Blinging Out Your Blog
      Gather list of Keywords - Tools
      Optimized Blog – On Page SEO & Off Page SEO
      Content & Editorial Calendar
      Engage, share & network
      Refine keywords & measure
    • Keywords andTools
    • Keyword Research => Market Research
      Know Your Audience via Keyword research
      What people are interested in
      Relevance and reach
      Insight into actual language
      Competition and authority
      Free Tools
      Google Adwords, Insights & Trends
      Facebook Ads
      Create a Free Account
      Offers ability to drill in to terms on left (results show in right column)
      These free tools are located in the middle of the bottom of the page.
      Free Keyword Tool
      Free Niche Tool
      Volume indicates challenge to rank for SEO
      Provides niche ideas
      Search by word, phrase or URL
      Uncheck ‘Broad” and check ‘Exact’
      Star items and they are collected on the right
    • Common Mistake: A Keyword List of the most common terms
      How to Avoid that:
      Consider many avenues (build a broad list)
      Use to find synonyms for your main terms
      Find high-traffic phrases that are less competitive
      Spy on your competition and look at their titles, meta tags, and content
      Use add-ons for Firefox or Chrome
      Use and the URL to see pages linking to the site & anchor text
      types of yarn
      specific types of items (socks, baby items, sweaters, etc)
      gift giving
      demographics: men, children
      Go Broad Rather than Narrow
    • Reverse Engineer Facebook Ads
      Click on ‘Create Ad’
      Type any word in “Body’; Click on ‘Continue’ at bottom
      Type the topic in the ‘Precise Interests’ field
      Watch the dropdown as additional words appear and the respective audiences
      Click on the right to add additional terms
    • Google Insights for Search
    • Google Trends
    • Behind the Scenes
    • On-Page SEO
      Try Website Grader ( to see how your site appears to search engines
      Use keywords for:
      Page title
      Put keywords in the invisible places on your site
      Alt-text on images
    • Off Page SEO
      Build more links within context
      Anchor text: the text that is hyperlinked to another page on your site
      Encourage inbound links from other sites into yours
      Link building tips
      Submit your website to directories like Yahoo! and
      Build relationships with others in your industry (blogs)
      Create compelling tools and content (that people will share & link back to)
    • Content andEditorial Calendar
    • Content is King
      Interesting content is not enough
      Need to focus on people that are interested in your topic
      Use keyword research for ideas
      Find related words
      Create compelling headlines
    • Engage, Share andNetwork
    • Join the Community
      Read industry blogs
      Set up Google reader & subscribe to RSS feeds
      Add a point, a useful link, ask a question or disagree
      Use your own domain (not or
      Find blogging software (MS LiveWriter)
      Frequency of once a week
      Topic Ideas
      Recent experiences
      Answer questions received
      Comment on other blog posts
      Convert a press release
      Promote on Social Sites
    • Share
      Help Others
      Answer questions
      Be helpful
      Publish everywhere
      Monitor what others publish and promote it
      Use Tweetdeck
      Use shareable sites
    • Refine Keywords and Measure
    • Web & Social Analytics
      Blog metrics
      Number of blog visitors
      Number of subscribers
      SEO • rankings
      Technorati blog rank.
      Number of leads and customers from blog
      Social Media metrics bookmarks
      Inbound links
      Facebook fans, Twitter followers, connections on LinkedIn
      SEO metrics
      Number of inbound links
      Keyword rank over time and compared to competition
    • Make Keywords Are Your BLING!
    • Thank you!
      Connie Bensen