Spiders, Bots & Crawlers — Oh My! A PR Professional’s Guide to Search Engine Optimization

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Search engine optimization is a hot buzzword and every executive wants the company site to rank at the top of page one in Google, but how does it impact PR? Why does the team writing copy need to know how visitors find the site? Isn't it something for the IT or web design team to figure out?

Write copy that search crawlers can find and humans can understand. Understand your web statistics and ways to help more people find your website.

Focus on:

* Understand which website data is most important
* Find out how our audience searches for you
* Identify key words to use
* Incorporate key words into content without sacrificing the message
* Strategically add new content to your site

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Spiders, Bots & Crawlers — Oh My! A PR Professional’s Guide to Search Engine Optimization

  1. 1. Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing CompanyPhoto credit: flickr.com/photos/wadem/2853301642/
  2. 2. About Me
  3. 3. About Schipul
  4. 4. 1. Search Engine Basics 2. Identifying Your Audience 3. Optimizing Your Website 4. Measuring SuccessPhoto credit: flickr.com/photos/extranoise/151546069
  5. 5. 1) SEARCH ENGINE BASICS
  6. 6. How Does a Search Engine Work?1. Spider crawls content2. Catalogs in index3. Algorithm determines what shows for any search
  7. 7. Search Engines are deaf & blind
  8. 8. Search Engine Relationships http://bruceclay.com/serc.htm
  9. 9. 2) IDENTIFYING YOUR AUDIENCE
  10. 10. Part 1: Who is already viewing your site?ESTABLISH A BASELINE
  11. 11. Peter Drucker“YOU CAN’T MANAGE WHATYOU DON’T MEASURE”
  12. 12. Set Up Google Analytics Tracking• Data – Visits – Traffic Sources – Content• Free with Google Account google.com/analytics
  13. 13. Visitor Trends• Trends month/ month & year/year• Geography• Mobile Traffic• Engagement – Time on Site – Pages/Visit Average Schipul Client Mobile 5-7%
  14. 14. Traffic Sources Healthy Search Engines Percent is 60% - 75%
  15. 15. Top ContentLook for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
  16. 16. Part 2: Who might be interested in your site?RESEARCH TARGET MARKET
  17. 17. Research Your Target AudienceBrainstorm:• How will your target market search for you? Houston hair transplant, hair restoration, hair cloning Texas…• Are you targeting a geographic area? Houston, Texas, Sugarland, South Texas, Southwest
  18. 18. Keyword Suggestion ToolsFree: adwords.google.com/select/KeywordToolExternalPaid: www.wordtracker.com
  19. 19. Select 3 Key Phrases Three prioritized terms: 1. Virginia plastic surgeon 2. Cosmetic surgery Virginia 3. Virginia cosmetic surgeonAustin-weston.com
  20. 20. 3) OPTIMIZE YOUR WEBSITE
  21. 21. What do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links http://bruceclay.com/seo-hierarchy-of-needs.htm
  22. 22. Content is King. Photo credit: flickr.com/photos/tryburn/3625848985
  23. 23. Impressions from Search Keywords Funnel of Search Engine Marketing Click Through to Your Site • Content must be search engine friendly to rank well for your keywords • Content must be interesting to the user to Contact/Email/Call intrigue them to click • Site must be user friendly to get them to take the next step Sale
  24. 24. Keyword DensityWhat is this page about? schipul.com/sem-tools
  25. 25. Logically Incorporate Keywords 1. In text 2. In titles 3. In alt tags 4. In URLs 5. In link text schipul.com/blog- development
  26. 26. Fancy Text • Titles H1, H2, H3 • Bold Words • Links
  27. 27. Cross Links The text of a link tells search engines what that page is about Avoid “click here”
  28. 28. Alt Tags = Good SEO and Good Karma Remember: Google is deaf & blind.
  29. 29. Optimize Meta on Every Page Meta = tags on the back end that tell Google what your page is about
  30. 30. Keep Your Site FreshNew content ideas 1. Press releases 2. Articles 3. Events 4. News updates 5. Photo galleries 6. Interviews 7. Videos 8. Blogs 9. Podcasts 10. WhateverPhoto credit: flickr.com/photos/calliope/147056989
  31. 31. Google Says “Don’t Be Evil”Photo credit: flickr.com/photos/sometimes_sam/3650280087
  32. 32. OPTIMIZE ACROSS THE WEB
  33. 33. LOCAL LISTINGS Google says 30% of searches have local intent
  34. 34. Google Places1. Claim & verify your listing2. Fill out the entire profile3. Add rich media4. Ask for reviews Be sure to link back to your website
  35. 35. Claim Location Listings• Bing• Foursquare• Gowalla• Yelp• Healthgrades
  36. 36. ONLINE ADVERTISING
  37. 37. Paid Placement• 800 pound • Market: • More like a gorilla Millenials & Billboard• 80% of the Baby Boomers • Great for search market • Less expensive events or• 20% people • Interface social content click ads Issues • Get creative
  38. 38. 4) MEASURE YOUR SUCCESS
  39. 39. Visits vs. Conversions• Visits Visits aren’t everything – are – Visits from Search people converting? – Non-branded keywords (keywords that don’t include your brand name) – Visits from social media, YouTube, etc.• Conversions – Online contact forms – Newsletter Sign Ups – Is the phone ringing?
  40. 40. TheSEMBlog.com
  41. 41. Caitlin Kaluza Search Engine Marketing ManagerSchipul – The Web Marketing Company schipul.com/qcait slideshare.net/qcait

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