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Transcript

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