Seo And Content 100809


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This was presented by Ryan Kelley, Pear Analytics at our October workshop.

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Seo And Content 100809

  1. 1. SEO and Content Presented by: Tanya L. Travers October 8, 2009
  2. 2. SEO - Definition <ul><li>The art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search queries. </li></ul>
  3. 3. Elements of SEO <ul><ul><li>Content </li></ul></ul><ul><ul><li>Tags – title, description, keywords </li></ul></ul><ul><ul><li>Information architecture </li></ul></ul><ul><ul><li>Link building </li></ul></ul><ul><ul><li>Brand building </li></ul></ul><ul><ul><li>Building mindshare </li></ul></ul><ul><ul><li>Reputation management </li></ul></ul><ul><ul><li>Viral marketing </li></ul></ul>
  4. 4. Starting Point <ul><li>Objectives for site </li></ul><ul><li>Target market / audience </li></ul><ul><li>Primary message </li></ul>
  5. 5. Outline <ul><li>Site map </li></ul><ul><li>Micro-content – headlines, links, or other “small pieces” of Web copy that provide an at-a-glance overview of what a given page is about </li></ul><ul><li>Keywords </li></ul><ul><li>List of sites for linking </li></ul>
  6. 6. Content <ul><li>Scannable </li></ul><ul><li>Searchable </li></ul><ul><li>Concise </li></ul><ul><li>Relevant </li></ul><ul><li>Anchor text / keywords </li></ul>
  7. 7. Headlines <ul><li>Clearly communicate the big idea for the page </li></ul><ul><li>Convey the information quickly (8 words or less) </li></ul><ul><li>Can stand on their own and are index-ready </li></ul>
  8. 8. Blurbs/Intros/Decks <ul><li>Probably the only content the reader will view </li></ul><ul><li>Lead with the topic word </li></ul><ul><li>Tell, don’t tease </li></ul><ul><li>Don’t repeat words </li></ul>Focus on the front o Headlines : < 1 second to get attention o Blurbs/Decks: Viewers look at the first couple of words — Eyetrack III, The Poynter Institute
  9. 9. Subheads, Lists, Lead-ins <ul><ul><li>Subheads </li></ul></ul><ul><ul><ul><li>Break up copy to facilitate scanning </li></ul></ul></ul><ul><ul><li>Lists </li></ul></ul><ul><ul><ul><li>Tertiary points </li></ul></ul></ul><ul><ul><ul><li>Series </li></ul></ul></ul><ul><ul><li>Links/Lead-ins (usually bold-faced) </li></ul></ul><ul><ul><ul><li>Keep them short – 1 to 5 words </li></ul></ul></ul><ul><ul><ul><li>Link key words, not entire sentences </li></ul></ul></ul><ul><ul><ul><li>Topic not mechanics – download x vs. to download x, click here </li></ul></ul></ul>
  10. 10. Search <ul><li>“ Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query.” </li></ul><ul><li>&quot;The ability for a search to include the &quot;stem&quot; of words. For example, stemming allows a user to enter the term swimming and get back results also for the stem word swim.&quot; </li></ul>
  11. 11. Content vs. Keywords <ul><li>Content should be informative and relevant. You shouldn’t write content with the intent of just peppering it with your keywords. </li></ul><ul><li>Keywords help get you found on search engines. Content helps you keep the viewer engaged and encourages repeat visits. </li></ul><ul><li>Keywords = stickiness; Content = syndication </li></ul>
  12. 12. Tags <ul><li>Title – directly related to content on page </li></ul><ul><li>Keywords – location, business, services, products, relatable to page content </li></ul><ul><li>Description – can be standard for pages </li></ul><ul><li>ALT – images – never have an image without a tag </li></ul>
  13. 13. Link Building <ul><li>Include professional certifications links </li></ul><ul><li>Request credible, relevant sites to link back to you – i.e. sponsors, partners </li></ul><ul><li>Include a link to your site on all online vehicles – ads, websites, blogs </li></ul><ul><li>Each relevant link counts as a vote for you = higher organic rankings </li></ul>
  14. 14. Analytics Tools <ul><li>Google </li></ul><ul><li>Hubspot </li></ul><ul><li>Scrub the Web </li></ul>
  15. 15. SEO and Content <ul><li>SEO methods are specifically designed to increase traffic to your website. Relevant content is developed to keep that traffic on your website, and encourage visitors to make a purchase, sign up for your newsletter or offer critical demographic information that you can mine over and over again. Your challenge is to find the delicate balance between them. </li></ul>