Tools and Techniques to Increase a Blog's SEO


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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

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