GET
                     Ready!
Saturday, November 7, 2009    1
Saturday, November 7, 2009   2
News21
                  Carnegie-Knight Initiative
                      for the Future of
                         Journ...
Changing America 2010
   Enhancing the Future:
       Innovation &
       Collaboration

Saturday, November 7, 2009   4
5

Saturday, November 7, 2009       5
<title>
              Introduction
                 to SEO
                 </title>    6

Saturday, November 7, 2009     ...
Contributors
                     Paul Grabowicz
                     Scot Hacker
                     Jerry Monti
       ...
80% of users click
            one of the first three
            search results.

                             8

Saturday...
SEO is the process of
       getting your content to
       display near the top of
         appropriate search
          ...
10

Saturday, November 7, 2009        10
One True Way
         “Make something great. Tell
         people about it.
         Do it again.
         It’ll take time...
Who’s Responsible?



Saturday, November 7, 2009            12
You
Saturday, November 7, 2009   13
With good writers and good
          web skills, SEO techniques
                are “obvious.”


                    powaz...
SEO
   = great content
                        + good structure
                             + quality links

            ...
SEO

               •Black magic
                             !
               •Silver bullets
               •Rocket scie...
Content
                             17

Saturday, November 7, 2009        17
SEO is only useful if you
     have good content...

    …completely useless
    if you don’t.
                           ...
Unless your
                             content rocks…
                    …don’t even think
                     of gett...
Content
                  •Unique
                  •Fresh
                  •Valued
                  •Connected
        ...
Content
                  •Focused
                  •Details
                  •Organized
                  •Scannable
  ...
Keywords
                             22

Saturday, November 7, 2009        22
Keywords
             80% of users click
             one of the first three
             search results.

                ...
3.1
                             Words
                               24

Saturday, November 7, 2009           24
Keywords
                  •Make content findable
                  •Connect content to
                         readers
  ...
Developing
                      Keywords
           Refining your awareness
           of how people search for
          ...
Keyword Tools
                  •Google Adwords
                  •Google Zeitgeist
                  •Community Sites
   ...
Keyword
                             Experiment


                                 28

Saturday, November 7, 2009         ...
29

Saturday, November 7, 2009        29
30

Saturday, November 7, 2009        30
KW—Copy
                  •heds
                  •sub-heds
                  •body

                                31

S...
KW—Images

                  •file name
                  •alt tag
                  •caption
                  •photo cred...
News
             •Just write good copy.
              •Dateline information
              •Detail rich lede
             ...
Structure
                             34

Saturday, November 7, 2009        34
Technical
                  •<title>
                  •<meta “description”>
                  •Semantic HTML tags
       ...
<title>
                     <title>
                     Great keyword-rich
                     information
            ...
37

Saturday, November 7, 2009        37
<title>Kick-Ass Title </title>
          • High SEO score for relevancy
          • SERP
          • Bookmarks
          •...
<title>
                             Title Exercise
                                </title>

                            ...
News <title>
           <title>
     hed + section + site name
           </title>
                             40

Saturd...
41

Saturday, November 7, 2009        41
<meta
        “description”
           content=
        “keyword-rich
      page summary” />
                             ...
Saturday, November 7, 2009   43
Semantic HTML
                  •<h1>, <h2>, <h3>
                  •<strong> <em>
                  •<blockquote>
       ...
45

Saturday, November 7, 2009        45
46

Saturday, November 7, 2009        46
Clean URLs
            •Human-readable
            •Keywords
            •Short
            •Provide “breadcrumbs”
       ...
48

Saturday, November 7, 2009        48
49

Saturday, November 7, 2009        49
Links
                             50

Saturday, November 7, 2009        50
Links
          •Measure of value
          •Drive qualified traffic
          •Frequently “uniques”
                       ...
Links
           •How important are the
                  sites that think you have
                  good content?
      ...
Be a the resource
           • Link to competitors.
           • Link to people who have related
                   conten...
54

Saturday, November 7, 2009        54
“Avoid tricks intended to
        improve search engine
              rankings.”

     Google Webmaster Guidelines

      ...
Summary
                             56

Saturday, November 7, 2009        56
keywords in <title>



                                 57

Saturday, November 7, 2009                     57
keywords in
                             <h1>hed</h1>


                                  58

Saturday, November 7, 2009  ...
include content summaries



                             59

Saturday, November 7, 2009        59
use proper formatting



                             60

Saturday, November 7, 2009             60
link to related content



                             61

Saturday, November 7, 2009               61
Mobile
Saturday, November 7, 2009     62
Saturday, November 7, 2009   63
Saturday, November 7, 2009   64
Saturday, November 7, 2009   65
Saturday, November 7, 2009   66
Actions

                                67

Saturday, November 7, 2009             67
GWT
             •Sign up for Google
              Webmaster Tools
             •Read Google
              Webmaster Blog
...
Analytics
             •Sign up for Google
              Analytics
             •Read Google
              Analytics Blog
...
Start Today
             •Longevity counts
              in SEO
             •Blog before you
              leave
        ...
Blog about…
                  • Plans
                  • Staff
                  • Wireframes
                  • UGC
   ...
Develop inbound
                                  links



Saturday, November 7, 2009                     72
Conversion
                              University
                             Certification

                           ...
Q&A                         74

Saturday, November 7, 2009        74
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SEO Basics

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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.

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SEO Basics

  1. 1. GET Ready! Saturday, November 7, 2009 1
  2. 2. Saturday, November 7, 2009 2
  3. 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. 4. Changing America 2010 Enhancing the Future: Innovation & Collaboration Saturday, November 7, 2009 4
  5. 5. 5 Saturday, November 7, 2009 5
  6. 6. <title> Introduction to SEO </title> 6 Saturday, November 7, 2009 6
  7. 7. Contributors Paul Grabowicz Scot Hacker Jerry Monti Jeremy Rue Josh Williams 7 Saturday, November 7, 2009 7
  8. 8. 80% of users click one of the first three search results. 8 Saturday, November 7, 2009 8
  9. 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. 10 Saturday, November 7, 2009 10
  11. 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. 12. Who’s Responsible? Saturday, November 7, 2009 12
  13. 13. You Saturday, November 7, 2009 13
  14. 14. With good writers and good web skills, SEO techniques are “obvious.” powazek.com/posts/2101 16 14 Saturday, November 7, 2009 14
  15. 15. SEO = great content + good structure + quality links 15 Saturday, November 7, 2009 15
  16. 16. SEO •Black magic ! •Silver bullets •Rocket science 16 Saturday, November 7, 2009 16
  17. 17. Content 17 Saturday, November 7, 2009 17
  18. 18. SEO is only useful if you have good content... …completely useless if you don’t. 18 Saturday, November 7, 2009 18
  19. 19. Unless your content rocks… …don’t even think of getting on the first SERP. 19 Saturday, November 7, 2009 19
  20. 20. Content •Unique •Fresh •Valued •Connected 20 Saturday, November 7, 2009 20
  21. 21. Content •Focused •Details •Organized •Scannable 21 Saturday, November 7, 2009 21
  22. 22. Keywords 22 Saturday, November 7, 2009 22
  23. 23. Keywords 80% of users click one of the first three search results. 23 Saturday, November 7, 2009 23
  24. 24. 3.1 Words 24 Saturday, November 7, 2009 24
  25. 25. Keywords •Make content findable •Connect content to readers •Define your product 25 Saturday, November 7, 2009 25
  26. 26. Developing Keywords Refining your awareness of how people search for your content 26 Saturday, November 7, 2009 26
  27. 27. Keyword Tools •Google Adwords •Google Zeitgeist •Community Sites •People 27 Saturday, November 7, 2009 27
  28. 28. Keyword Experiment 28 Saturday, November 7, 2009 28
  29. 29. 29 Saturday, November 7, 2009 29
  30. 30. 30 Saturday, November 7, 2009 30
  31. 31. KW—Copy •heds •sub-heds •body 31 Saturday, November 7, 2009 31
  32. 32. KW—Images •file name •alt tag •caption •photo credit 32 Saturday, November 7, 2009 32
  33. 33. News •Just write good copy. •Dateline information •Detail rich lede •Clear hed—facts & hook 33 Saturday, November 7, 2009 33
  34. 34. Structure 34 Saturday, November 7, 2009 34
  35. 35. Technical •<title> •<meta “description”> •Semantic HTML tags •Clean URLs 35 Saturday, November 7, 2009 35
  36. 36. <title> <title> Great keyword-rich information </title> 36 Saturday, November 7, 2009 36
  37. 37. 37 Saturday, November 7, 2009 37
  38. 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. 39. <title> Title Exercise </title> 39 Saturday, November 7, 2009 39
  40. 40. News <title> <title> hed + section + site name </title> 40 Saturday, November 7, 2009 40
  41. 41. 41 Saturday, November 7, 2009 41
  42. 42. <meta “description” content= “keyword-rich page summary” /> 42 Saturday, November 7, 2009 42
  43. 43. Saturday, November 7, 2009 43
  44. 44. Semantic HTML •<h1>, <h2>, <h3> •<strong> <em> •<blockquote> •<p> 44 Saturday, November 7, 2009 44
  45. 45. 45 Saturday, November 7, 2009 45
  46. 46. 46 Saturday, November 7, 2009 46
  47. 47. Clean URLs •Human-readable •Keywords •Short •Provide “breadcrumbs” •Use dashes instead of underscores 47 Saturday, November 7, 2009 47
  48. 48. 48 Saturday, November 7, 2009 48
  49. 49. 49 Saturday, November 7, 2009 49
  50. 50. Links 50 Saturday, November 7, 2009 50
  51. 51. Links •Measure of value •Drive qualified traffic •Frequently “uniques” 51 Saturday, November 7, 2009 51
  52. 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. 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. 54 Saturday, November 7, 2009 54
  55. 55. “Avoid tricks intended to improve search engine rankings.” Google Webmaster Guidelines 55 Saturday, November 7, 2009 55
  56. 56. Summary 56 Saturday, November 7, 2009 56
  57. 57. keywords in <title> 57 Saturday, November 7, 2009 57
  58. 58. keywords in <h1>hed</h1> 58 Saturday, November 7, 2009 58
  59. 59. include content summaries 59 Saturday, November 7, 2009 59
  60. 60. use proper formatting 60 Saturday, November 7, 2009 60
  61. 61. link to related content 61 Saturday, November 7, 2009 61
  62. 62. Mobile Saturday, November 7, 2009 62
  63. 63. Saturday, November 7, 2009 63
  64. 64. Saturday, November 7, 2009 64
  65. 65. Saturday, November 7, 2009 65
  66. 66. Saturday, November 7, 2009 66
  67. 67. Actions 67 Saturday, November 7, 2009 67
  68. 68. GWT •Sign up for Google Webmaster Tools •Read Google Webmaster Blog 68 Saturday, November 7, 2009 68
  69. 69. Analytics •Sign up for Google Analytics •Read Google Analytics Blog 69 Saturday, November 7, 2009 69
  70. 70. Start Today •Longevity counts in SEO •Blog before you leave 70 Saturday, November 7, 2009 70
  71. 71. Blog about… • Plans • Staff • Wireframes • UGC • Design • Testing • <more> 71 Saturday, November 7, 2009 71
  72. 72. Develop inbound links Saturday, November 7, 2009 72
  73. 73. Conversion University Certification 73 Saturday, November 7, 2009 73
  74. 74. Q&A 74 Saturday, November 7, 2009 74
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