SEO & Journalism Presented by  Arnie Kuenn (@ArnieK) & Michael Schwartz (@ValleyoftheSuns )
Optimizing for Search is Critical <ul><li>When someone types a keyword into the search box, there are only two possible ou...
Search Marketing Reality <ul><li>Organic search traffic can be so valuable, it can sustain an entire business. </li></ul><...
Why Be Concerned About Search? <ul><li>The #1 position will get clicked 43% of the time! </li></ul>Source: Did-it, Enquiro...
How Does Search Work? Bot or Spider Twitter:  @ArnieK  @ValleyoftheSuns
Title tag Content H1 tag Bold What Do the Search Engines Look For? Meta Description Award winning SEO Link Building Servic...
Search Engine Results Indented Listing Local Listing Twitter:  @ArnieK  @ValleyoftheSuns
Create Good Content <ul><li>Build articles around your keywords </li></ul><ul><li>Add real value to the reader </li></ul><...
Proper On-Page Optimization (in order of importance for 2010) <ul><li>Links - internal & external </li></ul><ul><li>Freshn...
Biggest Factor is Still Inbound Links <ul><li>The best links: </li></ul><ul><ul><li>Are from  trusted  sites </li></ul></u...
How Does Social Influence Rankings? <ul><li>Real-time links (Twitter & Facebook) </li></ul><ul><li>Social news links (Digg...
How to Appear in Google News <ul><li>Need to submit your URL to Google first </li></ul><ul><li>Article URLs must be: </li>...
Recommended Plug-Ins <ul><li>All-In-One SEO Pack </li></ul><ul><li>Feedburner Feedsmith (RSS feed) </li></ul><ul><li>Googl...
An Example of a Linkworthy Article <ul><li>Links are the currency of SEO. </li></ul><ul><li>Interview the people who would...
Headlines for SEO <ul><li>Consider using different headlines for print and online ( LA Times ). </li></ul><ul><li>Sprinkle...
Different Ways to get on Page 1 <ul><li>For some keywords, it could be impossible to rank on Page 1 for an article. </li><...
An Average Month, Nothing Targeted <ul><li>Dec. 27-Jan. 26 </li></ul><ul><ul><li>28,167 unique visits (900/day) </li></ul>...
A Focus on Amare-Related Keywords <ul><li>Jan. 27-Feb. 9 </li></ul><ul><ul><li>28,290 unique visits in 13 days (2150/day) ...
Free SEO Resources <ul><li>SEO Educational Videos: </li></ul><ul><ul><li>http://www.verticalmeasures.com/resources/seo-tut...
Q & A Contact:  Michael Schwartz [email_address] 602-314-3471 (direct) www.VerticalMeasures.com
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Being Aware of SEO in Journalism

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While optimizing search is critical, so is good content. Learn how to produce good content with SEO in mind through this presentation.

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Being Aware of SEO in Journalism

  1. 1. SEO & Journalism Presented by Arnie Kuenn (@ArnieK) & Michael Schwartz (@ValleyoftheSuns )
  2. 2. Optimizing for Search is Critical <ul><li>When someone types a keyword into the search box, there are only two possible outcomes: </li></ul><ul><ul><li>They will find you. </li></ul></ul><ul><ul><li>They will find your competitor. </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  3. 3. Search Marketing Reality <ul><li>Organic search traffic can be so valuable, it can sustain an entire business. </li></ul><ul><li>Organic search rankings are something you can work to influence , but ultimately you do not control them. The search engine algorithms make that call. </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  4. 4. Why Be Concerned About Search? <ul><li>The #1 position will get clicked 43% of the time! </li></ul>Source: Did-it, Enquiro, and Eyetools. Twitter: @ArnieK @ValleyoftheSuns
  5. 5. How Does Search Work? Bot or Spider Twitter: @ArnieK @ValleyoftheSuns
  6. 6. Title tag Content H1 tag Bold What Do the Search Engines Look For? Meta Description Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization. Twitter: @ArnieK @ValleyoftheSuns
  7. 7. Search Engine Results Indented Listing Local Listing Twitter: @ArnieK @ValleyoftheSuns
  8. 8. Create Good Content <ul><li>Build articles around your keywords </li></ul><ul><li>Add real value to the reader </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>Who do you link to? </li></ul><ul><ul><li>Good neighbors </li></ul></ul><ul><ul><li>It’s your reputation </li></ul></ul><ul><ul><li>Get links back! </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  9. 9. Proper On-Page Optimization (in order of importance for 2010) <ul><li>Links - internal & external </li></ul><ul><li>Freshness of content & keyword usage </li></ul><ul><li>Title tag (viewed in results) </li></ul><ul><li>Image Alt text </li></ul><ul><li>H1 tag </li></ul><ul><li>Description meta tag (viewed in results) </li></ul><ul><li>URL structure </li></ul><ul><li>Page load times (Google Caffeine) </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  10. 10. Biggest Factor is Still Inbound Links <ul><li>The best links: </li></ul><ul><ul><li>Are from trusted sites </li></ul></ul><ul><ul><li>Have proper anchor text </li></ul></ul><ul><ul><li>Have varied anchor text </li></ul></ul><ul><ul><li>Are from many different domains (new 2010) </li></ul></ul><ul><ul><li>Determined editorially </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  11. 11. How Does Social Influence Rankings? <ul><li>Real-time links (Twitter & Facebook) </li></ul><ul><li>Social news links (Digg, Reddit, Delicious) </li></ul><ul><li>Can influence the actual rankings for your articles </li></ul><ul><ul><li>Provide Backlinks (but short term value) </li></ul></ul><ul><ul><li>Mentions & Signals </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  12. 12. How to Appear in Google News <ul><li>Need to submit your URL to Google first </li></ul><ul><li>Article URLs must be: </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Permanent </li></ul></ul><ul><ul><li>Display a three-digit number </li></ul></ul><ul><li>To see if a site is already included in Google News, type [ site:url.com ], into the search box and click &quot;Search News.&quot; </li></ul><ul><li>http://www.google.com/support/news_pub/ </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  13. 13. Recommended Plug-Ins <ul><li>All-In-One SEO Pack </li></ul><ul><li>Feedburner Feedsmith (RSS feed) </li></ul><ul><li>Google XML Sitemaps </li></ul><ul><li>Social Bookmarking Reloaded (or similar) </li></ul><ul><li>Wordpress Mobile (or similar) </li></ul><ul><li>Yet Another Related Posts Plugin (adv.) </li></ul><ul><li>podPress (podcasting) </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  14. 14. An Example of a Linkworthy Article <ul><li>Links are the currency of SEO. </li></ul><ul><li>Interview the people who would create the buzz/get you links and tweets. </li></ul><ul><li>For me that included Peter Robert Casey, a top-10 NBA tweeter, and Suns VP of digital operations, Jeramie McPeek. </li></ul><ul><li>Results </li></ul><ul><ul><li>40 backlinks (ESPN.com, DallasBasketball.com, AlexisGentry.net, PeterRobertCasey.com) </li></ul></ul><ul><ul><li>43 tweets (including one from the @NBA account) </li></ul></ul><ul><ul><li>PR4 page </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  15. 15. Headlines for SEO <ul><li>Consider using different headlines for print and online ( LA Times ). </li></ul><ul><li>Sprinkle keywords into your headlines, especially at the beginning of them. </li></ul><ul><li>Google Adwords Keyword Tool – shows what people are searching. </li></ul><ul><li>BUT use your knowledge of the news cycle to understand when a keyword/topic is hot, it might get a much larger amount of searches. </li></ul><ul><li>Think ahead of what people will be searching. </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  16. 16. Different Ways to get on Page 1 <ul><li>For some keywords, it could be impossible to rank on Page 1 for an article. </li></ul><ul><li>For example, I can get an article to rank on Page 1 for &quot;Amare Stoudemire trade rumors,&quot; but not &quot;Amare Stoudemire.&quot; </li></ul><ul><li>The former search is valuable NOW (timely), but not usually. </li></ul><ul><li>News Results at top, Social Circle Results at bottom (HUGE for traffic). </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  17. 17. An Average Month, Nothing Targeted <ul><li>Dec. 27-Jan. 26 </li></ul><ul><ul><li>28,167 unique visits (900/day) </li></ul></ul><ul><ul><li>16.7 percent from search (about 4400, or 140/day) </li></ul></ul><ul><li>Got one day of nice traffic from &quot;Tracy McGrady,&quot; for a trade story involving him. </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  18. 18. A Focus on Amare-Related Keywords <ul><li>Jan. 27-Feb. 9 </li></ul><ul><ul><li>28,290 unique visits in 13 days (2150/day) </li></ul></ul><ul><ul><li>25 percent from search (about 6776, or 500 a day) </li></ul></ul><ul><li>Top 3 and 7 of the top 10 relate to Amare. </li></ul><ul><li>When people are searching a hot topic, make sure they find you and not your competitor. </li></ul>Twitter: @ArnieK @ValleyoftheSuns
  19. 19. Free SEO Resources <ul><li>SEO Educational Videos: </li></ul><ul><ul><li>http://www.verticalmeasures.com/resources/seo-tutorial-videos/ </li></ul></ul><ul><li>Online Marketing & Related Webinars: </li></ul><ul><ul><li>http://www.verticalmeasures.com/webinars/ </li></ul></ul><ul><li>Expert Interview Series: </li></ul><ul><ul><li>http://www.verticalmeasures.com/expert-interviews/2010-predictions-from-10-internet-experts/ </li></ul></ul>Twitter: @ArnieK @ValleyoftheSuns
  20. 20. Q & A Contact: Michael Schwartz [email_address] 602-314-3471 (direct) www.VerticalMeasures.com
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