Top to bottom webpage SEO you can do yourself Sue Polinsky ConvergeSouth2012
TOP TO BOTTOM SEOSue Polinsky, PresidentTechTriad.comConvergeSouth 2012 – Nonprofit Websites
WHAT IS SEO AND WHY DO I CARE? OWN THESE WORDS THE TOP-TO-BOTTOM Search Engine Optimization Page Titles Organic Search Heading Tags Search Result Content ,Content, Content! Site Ranking Link Titles Pay Per Click Meta Keywords SEM, SMM Meta Descriptions Pictures
IF YOU CAN EDIT YOUR WEBSITE Increase your SEO Get found more easily on organic searches Get “better Google” Increase Bing search hits
START AT THE TOP – PAGE TITLE! Page Title Your tagline in the title Page Name shows up in the browser Make it EASY to find donations
USING ADOBE CONTRIBUTE Change the page title in “Page Properties”
USING WORDPRESS Easy way to edit your page title
USING WORDPRESS EXTRASNice Google preview Find your SEO under the page text box. Make a custom title. If you don’t see any SEO options, tell your website designer that you want that tool. It’s free and fairly easy.
CHECKUP Checklist for page titles1. Make every page title unique2. Make sure it matches the page content3. See your Analytics for keyword searches4. Use your tagline5. Be sure your content has the title words throughout – repeat them!
HEADING TAGS ARE YOUR FRIENDS “H” tags are read by browsers Put important words in <h> tags Put important words in <h> tags Use common tags, like <h1>, <h2>, and <h3> First words on page – use an <h> tag Sub-headings should be in <h> tag format Want to see what that looks like?
HEADING TAGS IN WORDPRESS Drop down the list when you’re clicked in the paragraph. Now the search engines find “volunteer TEDxGreensboro” more quickly and it will be a “hit” on a search. Use “h” tags judiciously. Only headings, sub-headings and VERY important section dividers should be in “h” tags. More is NOT better. Quality rules.
HEADING TAGS IN CONTRIBUTE You think people are interested in “granting programs?” So do I!
CHECKUP Checklist for heading tags1. Use heading tags for titles & Poor, sad <h3> tag! sections • What WHO does? • What you do about what?2. Use h1, h2, and h3 tags • Who do you do it to?3. Be judicious – don’t over-use4. Use important keywords in H tags <h3>Helping Guilford County Nonprofits</h3>
HOMEPAGE – CONTENT RULES! Spend an inordinate amount of time writing the best text possible for your homepage. This is a place to call in a favor from a PR bud or board member. Homepage text matters. Treat it well. After all of that, change it on occasion! (Like you don’t have enough to do, right?)
HOMEPAGE TEXT IN CONTRIBUTE Use your keywords! You’d know these words if you lived in Danville or the Dan River Region!
HOMEPAGE TEXT IN WORDPRESS WordPress treats homepage text differently It’s often found in a widget or on a special page Take ownership! Be sure you know how to update your homepage text. Be sure you have some homepage text and not just a slideshow.
CHECKUP Checklist for homepage text1. Be sure there is editable homepage text2. Edit the text from time to time3. Use “h” tags for a descriptive homepage title and sub-titles4. Put a lot of thought (and keywords) into homepage text (get the keywords from your Analytics!)5. Spend a LOT of time on all your page content, but focus first on your homepage and DONATE page
LINK TEXT – EASY SEO Link text is so abused: see “Click here” Use keywords in links. Sue’s rule. Write quality links Low quality link: <a href="myPage.html">My Link Text</a> Let’s look at some high quality links
HIGH QUALITY LINKS Quality link: <a href="/support-ymca-greensboro/support-ymca- greensboro.html">See the healthy living programs for boys and girls in Greensboro</a> The link text appears on the page like this: Read more about the YMCA’s programs for youth and see the healthy living programs for boys & girls in Greensboro
CHECKUP Checklist for quality link text 1. Easily done in every web editing program 2. Use keywords in the link text that support your page 3. Write readable links that duplicate your message 4. Never use “click here” as your entire link 5. Which takes us to website structure…
FILE AND FOLDER NAMES You really can’t control the structure of your site after it’s built, but you can optimize for future pages and folders. Good folder name: “about-after-gateway” Eh… folder name: “about-us”
META TAGS: KEYWORDS & DESCRIPTIONS Keywords Description Not a big deal anymore More important to Bing You can use them anyway Must match your page’s Customize per page content Use keywords (one more (So, rewrite your content!) time) 1-2 sentences that you Don’t use too many! want to see on a search result
META KEYWORDS IN WORDPRESS WordPress isn’t fond of meta keywordsGoogle does not use the keywords meta tag in web ranking.Some search engines dont use the meta tag information any more becausemany people abused it. In fact, meta tags may not represent the content ofyour site, but, it still doesnt hurt your status with search engines if you makeuse of these little bits of information, and do so truthfully.Without a doubt, content is the biggest contributor to search engine pageranking, so if you want to raise your rankings, make sure you have qualitycontent.Bottom line: get a WordPress SEO plugin.
META KEYWORDS IN CONTRIBUTE In editing mode, “Format/Keywords & Description” A different page; how it appears to your browser
SEO WITH PICTURES & MEDIA Video and pictures are good. Use them. TAG them. Use ALT text Because it’s the right thing to do Because it gets SEO Be sure your images are legal!
IMAGE PROPERTIES IN CONTRIBUTE Set or change image properties in Contribute Use ALT text – it can be picked up by search engines Example: Photo of peer counseling session at Win-Win Resolutions, character building and conflict resolution in Greensboro, NC
FIND ME ONLINEDr. Sue PolinskyPresident, TechTriad, Inc.Phone: 336-852-4321Email: firstname.lastname@example.orgTwitter: @suepolinsky, techtriadFacebook: facebook.com/suepolinsky facebook.com/techtriadGoogle+: email@example.comLinkedIn: suepolinsky4Square: suepolinsky