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Take Control of Your Website Lessons in Website Management for PR ProsCaitlin KaluzaMarketing/Communications ManagerSchipu...
About Caitlin
Case Studies                             Pages                                            Portfolio   Schipul.com         ...
Your Website. It’s Alive!                      …but not scary              Photo credit: flickr.com/photos/bagaball/695768...
What We’ll Cover1. Search Engine   Fundamentals2. Analytics – What   Matters?3. SEO Content   Strategy                    ...
What you need to knowSEARCH ENGINE MARKETINGBASICS                        Caitlin Kaluza | @qcait | Schipul – The Web Mark...
How Does a Search Engine Work?      Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Search EnginesAre Deaf & Blind                   Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Search Engine Relationships                          bruceclay.com/serc.htm    Caitlin Kaluza | @qcait | Schipul – The Web...
What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant...
Write great content           +SEO =     Use your keywords           where they make           sense    Caitlin Kaluza | @...
Content is KingPhoto credit: lickr.com/photos/wrumsby/45536989
MAKING SENSE OF ANALYTICS             Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Definitions• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one pa...
Top 5 Metrics That Matter1. Visit Trends   Month vs month AND year vs year2. Engagement Trends   Pages/visit & Time on sit...
Bonus! Geography & Mobile• Are you hitting  the geography  you expect?• Schipul B2B  clients mobile  about 5-7%           ...
Set Up Goals• i.e. Fill Out Contact  Form• Admin > Goals >  Add confirmation  page URL• View Conversion  Rates for any rep...
CRAFTING YOURCONTENT STRATEGY
How is Your Content Doing Now? Keyword Density Analyzer Report  schipul.com/sem-toolsYou should seeyour brand name,your to...
The number one thing you can do to improve your SEO is:ADD NEW RELEVANT CONTENTREGULARLY
What Words Should you Focus On?Make a list of top  keywordsUse Google keyword  tool to analyze  competition vs.  demand   ...
Brainstorm Content• What is the goal of  your website?• What keywords are  sticking?• What holes are  missing?• What local...
Think About Types of Content• Your top blog post  could make a great  video or whitepaper• Video can reach past  your site...
Think About Link Bait“Cool Stuff” Gets Link  Backs   • Top 10 Ways to…   • Hot Topics/In the     News   • Infographics   •...
Create an Editorial Calendar• Consistency is more important  than Quantity• Have one person own it but  delegate• Have a S...
Action Items• Come Up With a List of Content Goals, Focus on 1  Per Month   – Get found more for a certain key phrase   – ...
CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT                       Photo Credit: flickr.com/photos/fuzzy/1438386401
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Lessons in Website Management for PR Pros - PRSA Southwest District Conference

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  • Houston OffshoreEnginerering,
  • Ask how many are in charge of the website? How many are a part of the website?How many have CMS?Blog?
  • And this is what it looks like to search engines. Search engines only read code.
  • A spider will go through the code and follow the links and then crawls those pages.
  • And this is what your search results look like.
  • Transcript of "Lessons in Website Management for PR Pros - PRSA Southwest District Conference"

    1. 1. Take Control of Your Website Lessons in Website Management for PR ProsCaitlin KaluzaMarketing/Communications ManagerSchipul – The Web Marketing Company@qcait | slideshare.net/qcait
    2. 2. About Caitlin
    3. 3. Case Studies Pages Portfolio Schipul.com Staff Bios Blog.schipul.com Photos TheSEMBlog.com Articles Blog Posts Press Releases VideosTendenci.com Contact FormsBlog.Tendenci.comTendenci.org
    4. 4. Your Website. It’s Alive! …but not scary Photo credit: flickr.com/photos/bagaball/6957682511
    5. 5. What We’ll Cover1. Search Engine Fundamentals2. Analytics – What Matters?3. SEO Content Strategy Photo Credit: flickr.com/photos/andrewbain/2422471153
    6. 6. What you need to knowSEARCH ENGINE MARKETINGBASICS Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    7. 7. How Does a Search Engine Work? Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    8. 8. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    9. 9. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    10. 10. Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    11. 11. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    12. 12. Search Engine Relationships bruceclay.com/serc.htm Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    13. 13. What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    14. 14. Write great content +SEO = Use your keywords where they make sense Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    15. 15. Content is KingPhoto credit: lickr.com/photos/wrumsby/45536989
    16. 16. MAKING SENSE OF ANALYTICS Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    17. 17. Definitions• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one page & left without clicking anywhere• New Visits Based on a cookie in your browser Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    18. 18. Top 5 Metrics That Matter1. Visit Trends Month vs month AND year vs year2. Engagement Trends Pages/visit & Time on site3. Top Traffic Sources Search Engines vs. Referring Sites Look at Social Media referrers4. Top Keyword Branded vs. Non-branded5. Top Content Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    19. 19. Bonus! Geography & Mobile• Are you hitting the geography you expect?• Schipul B2B clients mobile about 5-7% Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    20. 20. Set Up Goals• i.e. Fill Out Contact Form• Admin > Goals > Add confirmation page URL• View Conversion Rates for any report Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    21. 21. CRAFTING YOURCONTENT STRATEGY
    22. 22. How is Your Content Doing Now? Keyword Density Analyzer Report schipul.com/sem-toolsYou should seeyour brand name,your top keywordphrase, & yourgeography Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    23. 23. The number one thing you can do to improve your SEO is:ADD NEW RELEVANT CONTENTREGULARLY
    24. 24. What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    25. 25. Brainstorm Content• What is the goal of your website?• What keywords are sticking?• What holes are missing?• What local content can you provide? Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    26. 26. Think About Types of Content• Your top blog post could make a great video or whitepaper• Video can reach past your site• Incorporate Photos, • 3 Billion videos viewed on Articles, Press YouTube per day Releases, Blog Posts, • Videos get a 40% Percent Case Studies, higher CTR in Search Results Slideshare presentations Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    27. 27. Think About Link Bait“Cool Stuff” Gets Link Backs • Top 10 Ways to… • Hot Topics/In the News • Infographics • How To/FAQs • Tag People Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    28. 28. Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    29. 29. Action Items• Come Up With a List of Content Goals, Focus on 1 Per Month – Get found more for a certain key phrase – Support the sales team or support team or current clients – Update out of date content• Set up Analytics – Set up at least one Goal – Look at Stats Monthly, Have them Emailed to You• Link & Share Your New Content Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
    30. 30. CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT Photo Credit: flickr.com/photos/fuzzy/1438386401
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