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SEO/SMO presentation at SPJ
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SEO/SMO presentation at SPJ


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  • Keyword density, long tail
  • H1, H2, H3 display type fields
  • Be specific, use first, last names
  • 70% of searches are in the long tail so be specific Time for complicated programs? Rocket science?
  • Lets you compare state by state, news headlines v. web searches; split by category
  • Lets you explore search term trends, drill down geography from world to nation to state to Cedar Rapids
  • Lets you explore search term trends, drill down geography from world to nation to state to Cedar Rapids
  • Paste your paragraph; it’s a good tool to use for editing, coaching
  • Good for a starting point. Tells you how a computer would read a story. The stronger the match, the more stars, bars. Colors show keywords in text.
  • Take a look at this story. Analyze the display type.
  • You are smarter than the robots because you know your readers, your content, your market, your brand. Just use them to help fine-tune what you already know.
  • Work harder, not smarter; goals for company page can vary from reporter/theme page
  • If captions lead text even if no photo, might consider different caption writing style
  • Brain Storify, tumblr, seo for social media Does anybody v. do you?
  • Transcript

    • 1. SEO/SMOfor JournalistsThe Gazette • Oct. 22, 2012Teresa Schmedding • tschmedding@gmail.comAME Daily Herald Media Group • ACES presidentHow to get web hits, engage readerswithout sounding like a machine
    • 2. Who is online? 83% of 18-29 are online; 70% of 30-49;51% of 50-64; 33% of 65+ 89% of women 18-29 “No significant difference”: race,ethnicity, income, education,urban/suburban/rural Faster growth among older users 1 billion FB users; 36% get news on FBSource: Pew
    • 3. SEO, SMO – Display type SEO stands for search engineoptimization, which means usingwords to get a higher ranking onGoogle/Bing search engines so morepeople click on. SMO stands for social mediaoptimization, which means using socialmedia to draw readers in (FB, YouTube,FourSquare, Delicious, Twitter, Flickr,etc.).
    • 4. The basics Big, secret spiders High school rules Keywords, metadata Keywords in URL
    • 5. Words you control What you can control is how well yourwords match the relevance of a query Capturing readers’ attention Compelling them to click on your item
    • 6. Matching queries Use key terms Use propernames Use uniqueterms Know youraudience
    • 7. The nitty gritty What keywords are in your content? What are people searching for? Will it draw your audience, back yourbrand?
    • 8. Figuring out those keywords Easiest way is start typing in searchbar, follow suggestions
    • 9. Figuring out those keywords Google Trends ( letsyou enter terms, see which is trendinghigher
    • 10. Figuring out those keywords or
    • 11. Figuring out those keywords or
    • 12. Figuring out those keywords OpenCalais ( you go even deeper
    • 13. OpenCalais
    • 14. What not to do Worry about repeated words Use puns Count on the art Worry about bad breaks
    • 15. Don’t forget Your main goal is to help people whowant to read your content find it. Oncethey find it, you want them to click on it.That’s where your brain kicks in.
    • 16. Critical elementsCorrect +Concise +Consistent +CompleteAnd, in social media worldConversational + Genuine
    • 17. Social media common themes Don’t be coy, don’t oversell Consistent voice Your audience, your voice Write tight Write in context Identify yourself
    • 18. Know your audience Reflect philosophy of your company Use proper tone, taste FB, twitter, Pinterest, web not the same Nevertweetmore than100characters
    • 19. Know your goals Do you want to engage? Do you want to draw clicks? Do you want to build brand awareness? How many times are you going to tweeta day? How many times are you going to FB?
    • 20. How will it look?
    • 21. How will it look?
    • 22. How willit look?
    • 23. How will it look?
    • 24. What to do with words Stick to seven words or less Write to an individual Be clear Use “key” terms in the summary (vs.generic words) Be specific Use proper nouns If the story updates, update the displaytype
    • 25. Two things not to forget Ask yourself, if you were googling thissubject, what words would you type intoa search engine? Don’t tie yourself up in knots writing agibberish summary to appeal only to asearch engine. Use your writing skillsand write a straight, clear leadparagraph.