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.
And tangible tools: Google Adwords Keyword Tool >>
Off-page factors When others link to us. Esp. with strong anchor text. A working example: Avoid: “click here.” “read more.”
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!)
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
PC Social Media Voice Gracious, friendly, authoritative, responsive, original, contextual, ( +human.)