PCCR

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PCCR

  1. 1. SEO/SMO<br />For the Pulitzer Center<br />
  2. 2. SEO - Overview<br />How the internet works.<br />Anatomy of a search result.<br />On page factors – we control.<br />Off page factors – we try to control.<br />
  3. 3. Internet (actually, SE/RPs) <br />
  4. 4. Anatomy of a search result<br />
  5. 5. What search engines see clearly.<br />Page titles - keywords!<br />First paragraph/lede<br />Repeat words<br />Linked text<br />URL text<br />Large/italicized/emboldened print. <br />File names<br />
  6. 6. Keyword hotspots for PC<br />A working example >><br />
  7. 7. What makes a good keyword?<br />Thinking about it - who would want to find this, and how would they look for this? <br />How do people talk about this issue?<br />Make sure the keywords are reflective of the content - the more they appear in the body text, the better.<br />Keep keywords tightly related to each other. <br />Good keywords are actually good “key phrases” two or three words in a phrase. <br />
  8. 8. And tangible tools:<br />Google Adwords Keyword Tool >><br />
  9. 9. When we do good:<br />
  10. 10. Off-page factors <br />When others link to us.<br />Esp. with strong anchor text.<br />A working example: <br />Avoid: “click here.” “read more.”<br />
  11. 11. What search engines can’t see:<br />Video! (Solution? Transcript)<br />Images! (Solution? Descriptive-file-name.jpg, captions)<br />Pdfs! (Solution? Avoid PDFs/use body text whenever possible!)<br />Flash! (Solution? Used sparingly!)<br />
  12. 12. SMO/Social Media Optimization – different venues, different audiences, different goals.<br />Our most active social media avenues:<br />Twitter – very newsy, international audience, many news orgs/NGOs<br />Facebook – more domestic, individuals<br />Tumblr – small audience, engaged, niche topics.<br />Reddit/Stumbleupon<br />
  13. 13. PC Social Media Voice<br />Gracious, friendly, authoritative, responsive, original, contextual, ( +human.) <br />
  14. 14. How (not) to Tweet.<br />
  15. 15. How to Tweet better<br />
  16. 16. Social media + PC + You<br />Tips for your personal online presence:<br />Be a person of social media<br />Claim your social media voice<br />Your social media strategy is a long-term relationship. <br />

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