Things You Should Know About Search (and therefore SEO)
SEO is CDO“Content Discovery Op/miza/on” Jesse McDougall of Catalyst Webworks, TOC
Social Cues External Cues On-‐page Cues
Computers Are Dumb
The Seman/c WebThe Seman/c Web describes the rela/onships between things (like A is a part of B and Y is a member of Z)
Pre-‐2008 ————— Search Engines
How Search Works
Search Bots Try to Mimic HumansSocial Cues External Cues On-‐Page Cues• Stars • Site is crawlable • Keywords• Reviews • No duplicate content • Title tag Origina/ng source? • Meta descrip/on• Image, Video • Incoming links • Heading tags• Social sharing # of links +1’d Anchor text • 1st 200 words Shared by Quality/type: • Bold Tweets Comment • Anchor text Text link YouTube • Image ﬁlename Blogroll • Internal links Ad • Page load speed • Bounce
French paren/ng book
French paren/ng book Social Cues
French paren/ng book Social Cues External Cues
French paren/ng book Social Cues External Cues On-‐Page Cues
What does the bot know?
The cues are missing
“coverimage” 9780143182573H.jpg”265 x 400alt="Image of EVERYTHING WAS GOOD-‐BYE">“authorphoto”2000000469L.jpg
SEO is about Content DiscoverySocial Cues External Cues On-‐Page Cues• Rich snippets • Site is crawlable • Keywords Stars • No duplicate content • Title tag Reviews Origina/ng source? • Meta descrip/on Authorship • Incoming links • Heading tags Image, video # of links Anchor text • 1st 200 words• Social sharing Quality/type: • Bold +1’d Comment • Anchor text Shared by Text link YouTube • Image ﬁlename Tweets Blogroll • Internal links Ad • Page load speed • Bounce
SEO Factors within Your ControlMarke)ng Technical Editorial • Body copy• Incoming links • Site is crawlable – 1st 200 words – # links • Page load speed • Duplicate content – Quality/type • Title tag – Who gets what – Anchor text • Meta descrip/on • Keywords• Image ﬁlename • Heading tag: H1, H2 • Bold• Social sharing • Rich snippet code • Anchor text – +1’d – Stars • Image cap/ons – Shared by – Reviews • Bounce • Internal links – Tweets – Authorship – Image, video
Roles are shiting• What is a marke/ng func/on?• What is a IT func/on?• Where do these func/ons fall? – Website design – Website maintenance – Video, audio, ebook, app produc/on – Asset management – ONIX ﬁle genera/on, distribu/on – SEO – Domains, email, server setup
Google vs. AmazonTwo Discovery Channels
Diﬀerent Algorithm. Same Factors.Google Ranking Factors Amazon Ranking Factors• Social Cues • Social Cues – Reviews & Ra/ngs – Reviews & Ra/ngs – Sharing – Sharing (Lists)• External Cues • External Cues – Endorsements (links) – Endorsements (Co-‐op, • On-‐Page Cues Aﬃliate) – Keywords in Copy • On-‐Page Cues – Links to related content – Keywords in Copy – Links to related content
Prisoner of TehranYour Publisher-‐Supplied Copy Does Not AppearSocial Cues get the )tle into the recommenda)on engine (Amazon results)On-‐Page Cues get the book page into search results on Google1. 13 customer reviews. Like2. Share your own customer images.3. Frequently bought together4. Customers who bought this item also bought5. Average customer review6. Bestseller Rank7. Descrip/ons from Reviews8. Tags customers associate with this product9. What other items Customers Buy Ater Viewing this Item10. Customer Reviews (2 columns!)11. Listmania12. Look for similar items by category / subject13. Con/nue shopping: Customers who bought items in your recent history also bought
The On-‐Page Cues Are Cri/cal. Search bots will try to ﬁgure out the “theme” of a page’s content within the ﬁrst 200 words. If you only write 200 word descrip/ons, you beAer choose the right words.
The Right Words Are What I Mean By Keyword Phrases
Keyword Phrases• Keyword phrases are the words people type into a search engine in order to ﬁnd things on the web.
French paren/ng book
French paren/ng book Keyword Phrases appear in SERPs in bold.
What are the keyword phrases?• Headline: Universal Orlando Resort Celebrates The One-‐Year Anniversary of The Wizarding World of Harry PoAer • Summary: Universal Orlando Resort creates special moment for guests celebra/ng in Hogsmeade and extends the virtual celebra/on to the all-‐new "Share Your Story" Facebook tab that allows guests to share their favorite memories from this spectacularly themed entertainment environment.• Body: ORLANDO, Fla. (June 18, 2011) -‐ Today, Universal Orlando Resort celebrated the one-‐year anniversary of the most spectacularly themed entertainment environment -‐ The Wizarding World of Harry PoAer. In live celebra/ons, and virtual celebra/ons through the resort’s “Share Your Story” Facebook tab, guests were invited to share the wonder, excitement and adventures of the Harry PoAer books and ﬁlms come to life.
Body Copy — 1st 200 characters
“most ambi/ous and heartbreaking work” 605 results for blogs in Canada
If it’s good, people repeat it.
The 5 Whys Reasons Why You Should Write SEO Copy1. Because you want people to ﬁnd your stuﬀ when they don’t even know they are looking for it. (In the real world, you make sure the book is in stock.) 2. Because the copy needs to be a good salesperson. (The online sales funnel goes like this: you like it, buy it, review it, recommend it, ﬁnd more like it.)3. Because you want to teach fans how to best pitch their friends. (1,000 songs in your pocket.)4. Because you don’t want to disappoint people who are looking for it: • Bookseller doing price check. Producer scou/ng for author interview. Fan who wants to pre-‐order. Reviewer who wants an image. Person who wants to recommend. Author. Agent. Just checking. 5. Because you want to stack the deck.
Because you want to sell books.
SEO Copywri/ng Resources• Geek: SEOmoz.org & SEOBook.com• Marketer: Underwire: Full Support for Non-‐Techies• Writer: Copyblogger.com
Test: November 30• In-‐class test. Bring pen(s), calculator, brain.• Week 4 (Sept 28): How to write a persona• Week 5 (Oct 5): How to write a good email subject line, a good tweet, good press release headline, good pitch leAer• Week 6 (Oct 12) & Week 11 (Nov 16): Familiarity with online tools and how they could be used• Week 7 (Oct 27): Grid view of a marke/ng plan• Week 7 (Oct 27): Calculate ecommerce conversion, CTR, CPC, know the terms “revenue” and “expenses”• Week 12 (Nov 23): How to pick out keywords 41