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Introduction to SEO. This presentation introduces the concept of SEO and the top SEO techniques. Presentation takes about 30-45 minutes.

Introduction to SEO. This presentation introduces the concept of SEO and the top SEO techniques. Presentation takes about 30-45 minutes.

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  • 1. GET Ready! Saturday, November 7, 2009 1
  • 2. Saturday, November 7, 2009 2
  • 3. News21 Carnegie-Knight Initiative for the Future of Journalism Knight Digital Media Center @ USC Annenberg November 6-8, 2009 Saturday, November 7, 2009 3
  • 4. Changing America 2010 Enhancing the Future: Innovation & Collaboration Saturday, November 7, 2009 4
  • 5. 5 Saturday, November 7, 2009 5
  • 6. <title> Introduction to SEO </title> 6 Saturday, November 7, 2009 6
  • 7. Contributors Paul Grabowicz Scot Hacker Jerry Monti Jeremy Rue Josh Williams 7 Saturday, November 7, 2009 7
  • 8. 80% of users click one of the first three search results. 8 Saturday, November 7, 2009 8
  • 9. SEO is the process of getting your content to display near the top of appropriate search results. 9 Saturday, November 7, 2009 9
  • 10. 10 Saturday, November 7, 2009 10
  • 11. One True Way “Make something great. Tell people about it. Do it again. It’ll take time. A lot of time. But it works. And it’s the only thing that does.” Derek Powazek http://powazek.com/posts/2180 11 Saturday, November 7, 2009 11
  • 12. Who’s Responsible? Saturday, November 7, 2009 12
  • 13. You Saturday, November 7, 2009 13
  • 14. With good writers and good web skills, SEO techniques are “obvious.” powazek.com/posts/2101 16 14 Saturday, November 7, 2009 14
  • 15. SEO = great content + good structure + quality links 15 Saturday, November 7, 2009 15
  • 16. SEO •Black magic ! •Silver bullets •Rocket science 16 Saturday, November 7, 2009 16
  • 17. Content 17 Saturday, November 7, 2009 17
  • 18. SEO is only useful if you have good content... …completely useless if you don’t. 18 Saturday, November 7, 2009 18
  • 19. Unless your content rocks… …don’t even think of getting on the first SERP. 19 Saturday, November 7, 2009 19
  • 20. Content •Unique •Fresh •Valued •Connected 20 Saturday, November 7, 2009 20
  • 21. Content •Focused •Details •Organized •Scannable 21 Saturday, November 7, 2009 21
  • 22. Keywords 22 Saturday, November 7, 2009 22
  • 23. Keywords 80% of users click one of the first three search results. 23 Saturday, November 7, 2009 23
  • 24. 3.1 Words 24 Saturday, November 7, 2009 24
  • 25. Keywords •Make content findable •Connect content to readers •Define your product 25 Saturday, November 7, 2009 25
  • 26. Developing Keywords Refining your awareness of how people search for your content 26 Saturday, November 7, 2009 26
  • 27. Keyword Tools •Google Adwords •Google Zeitgeist •Community Sites •People 27 Saturday, November 7, 2009 27
  • 28. Keyword Experiment 28 Saturday, November 7, 2009 28
  • 29. 29 Saturday, November 7, 2009 29
  • 30. 30 Saturday, November 7, 2009 30
  • 31. KW—Copy •heds •sub-heds •body 31 Saturday, November 7, 2009 31
  • 32. KW—Images •file name •alt tag •caption •photo credit 32 Saturday, November 7, 2009 32
  • 33. News •Just write good copy. •Dateline information •Detail rich lede •Clear hed—facts & hook 33 Saturday, November 7, 2009 33
  • 34. Structure 34 Saturday, November 7, 2009 34
  • 35. Technical •<title> •<meta “description”> •Semantic HTML tags •Clean URLs 35 Saturday, November 7, 2009 35
  • 36. <title> <title> Great keyword-rich information </title> 36 Saturday, November 7, 2009 36
  • 37. 37 Saturday, November 7, 2009 37
  • 38. <title>Kick-Ass Title </title> • High SEO score for relevancy • SERP • Bookmarks • First contact • Unique on every page of site • No more than 66 characters 38 Saturday, November 7, 2009 38
  • 39. <title> Title Exercise </title> 39 Saturday, November 7, 2009 39
  • 40. News <title> <title> hed + section + site name </title> 40 Saturday, November 7, 2009 40
  • 41. 41 Saturday, November 7, 2009 41
  • 42. <meta “description” content= “keyword-rich page summary” /> 42 Saturday, November 7, 2009 42
  • 43. Saturday, November 7, 2009 43
  • 44. Semantic HTML •<h1>, <h2>, <h3> •<strong> <em> •<blockquote> •<p> 44 Saturday, November 7, 2009 44
  • 45. 45 Saturday, November 7, 2009 45
  • 46. 46 Saturday, November 7, 2009 46
  • 47. Clean URLs •Human-readable •Keywords •Short •Provide “breadcrumbs” •Use dashes instead of underscores 47 Saturday, November 7, 2009 47
  • 48. 48 Saturday, November 7, 2009 48
  • 49. 49 Saturday, November 7, 2009 49
  • 50. Links 50 Saturday, November 7, 2009 50
  • 51. Links •Measure of value •Drive qualified traffic •Frequently “uniques” 51 Saturday, November 7, 2009 51
  • 52. Links •How important are the sites that think you have good content? •How relevant are external links? 52 Saturday, November 7, 2009 52
  • 53. Be a the resource • Link to competitors. • Link to people who have related content. • Quote, spotlight and praise people in your topic niche that publish good content. 53 Saturday, November 7, 2009 53
  • 54. 54 Saturday, November 7, 2009 54
  • 55. “Avoid tricks intended to improve search engine rankings.” Google Webmaster Guidelines 55 Saturday, November 7, 2009 55
  • 56. Summary 56 Saturday, November 7, 2009 56
  • 57. keywords in <title> 57 Saturday, November 7, 2009 57
  • 58. keywords in <h1>hed</h1> 58 Saturday, November 7, 2009 58
  • 59. include content summaries 59 Saturday, November 7, 2009 59
  • 60. use proper formatting 60 Saturday, November 7, 2009 60
  • 61. link to related content 61 Saturday, November 7, 2009 61
  • 62. Mobile Saturday, November 7, 2009 62
  • 63. Saturday, November 7, 2009 63
  • 64. Saturday, November 7, 2009 64
  • 65. Saturday, November 7, 2009 65
  • 66. Saturday, November 7, 2009 66
  • 67. Actions 67 Saturday, November 7, 2009 67
  • 68. GWT •Sign up for Google Webmaster Tools •Read Google Webmaster Blog 68 Saturday, November 7, 2009 68
  • 69. Analytics •Sign up for Google Analytics •Read Google Analytics Blog 69 Saturday, November 7, 2009 69
  • 70. Start Today •Longevity counts in SEO •Blog before you leave 70 Saturday, November 7, 2009 70
  • 71. Blog about… • Plans • Staff • Wireframes • UGC • Design • Testing • <more> 71 Saturday, November 7, 2009 71
  • 72. Develop inbound links Saturday, November 7, 2009 72
  • 73. Conversion University Certification 73 Saturday, November 7, 2009 73
  • 74. Q&A 74 Saturday, November 7, 2009 74