Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Optimizing Content with SEO and Social Media

827 views

Published on

Understanding the nature of how data is structured on the web, and how search engines work - helps us to underpin our knowledge on how to improve our search and social media presence. This talk was delivered at Outreach Digital. A volunteer organisation that seeks to share and promote learning to new and interested digital marketers.

Published in: Business
  • For additional commentary and notes on each slide download the PDF
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Optimizing Content with SEO and Social Media

  1. 1. Get Your Content Out
  2. 2. “Either write something worth reading or do something worth writing about” – Benjamin Franklin @NicholaStott theMediaFlow
  3. 3. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  4. 4. Classification Systems
  5. 5. Linnaen Taxonomy Chordata Vertebrata Mammalia Primates
  6. 6. Dewey Decimal 000-900 subdivisions A-Z Class Table “Relativ index”
  7. 7. Hierarchical and Familial
  8. 8. “Linked data is the semantic web done right” – Tim Berners-Lee
  9. 9. @NicholaStott theMediaFlow
  10. 10. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  11. 11. Neat and Tidy Site IA
  12. 12. Keywords & Mark-up
  13. 13. Know Your SERP
  14. 14. • Title tag • URL • Meta description (emphasis by Google) • Image Results Snippet
  15. 15. Rich Snippet • TDUI PLUS… • Star ratings • Cooking time • Calories
  16. 16. Title Tag • Front load (the keyword) • Limited to 512 pixels • Around 55 characters • Avoid weird symbols • Brand name at the end • Drop brand name for long keywords • Use Yoast SEO Plugin for Wordpress
  17. 17. URL • Only the keyword • No noise words • Brief • Use hyphen to separate/avoid weird symbols
  18. 18. Description • Incorporate (the keyword) • Entice the reader • Write naturally, but snappy (ad copy) • Around 155 characters • Not a ranking factor • Impacts CTR
  19. 19. Image Optimisation • Descriptive filename (use KW) • Optimise the image title • Alt text (assistive technologies)
  20. 20. Semantic Data
  21. 21. Semantic Mark-up • RDFa, Microformats • Schema (protocol and convention) • Schema.org • Data highlighter tool (Google only) • Search “Google data highlighter”
  22. 22. Recipe Schema
  23. 23. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  24. 24. 1.Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories “Sticky” Ideas
  25. 25. “Viral” Characteristics 1.Social Currency 2.Triggers 3.Emotion 4.Public 5.Practical Value 6.Stories @NicholaStott theMediaFlow
  26. 26. Resonate
  27. 27. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  28. 28. Finding & Sharing
  29. 29. Advanced Query Operators
  30. 30. site:
  31. 31. “search term”
  32. 32. - And +
  33. 33. Combo
  34. 34. • Content ideas • Places to engage • Questions to answer
  35. 35. Twitter
  36. 36. Instagram
  37. 37. Sharing
  38. 38. Tips Before Sharing • Observe • Interact • Be useful • Use hashtags • Be consistent • Measure
  39. 39. Ask me about… tools? Measurements? Content ideas? Why am I obsessed with Instagram? @NicholaStott theMediaFlow

×