Introduction to Search Engine Mechanics: A Look Under the Hood
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Search engine optimization - “SEO.” Sound intimidating? It doesn’t have to be! Did you know that making even small changes on your website can make a huge difference in where it appears in search results? Better search results can help bring many more people to your site. Join Resource Media for a non-technical introduction to SEO. This training is geared to help communication professionals write web copy that can substantially boost your website’s visibility among your target audiences. Whether you work with a web designer or manage your website yourself, you’ll find tools and tips that you can put into practical use.
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Introduction to Search Engine Mechanics: A Look Under the Hood
- 1. Search Engine Op.miza.on: Driving More Traffic to You June 2010
- 3. About Resource Media • Communica.ons Strategy • Media Outreach Campaigns • Digital Media Strategy and Outreach • Environmental and Health Policy Focus
- 4. San Francisco SeaPle Boulder Kalispell Sacramento 30 Staff 9 Offices Bozeman Portland Salt Lake City Anchorage
- 5. SEO = 1 Search Engine Op.miza.on
- 10. Why is SEO Important? • 92 % of searchers don’t go past the first three pages of search results 68% • 68% don’t go past the first page Source: Jupiter Media + iProspect: “Search Engine Behaviors”
- 11. Example: “Save the Whales” • 27,000 searches • 1.2 million web pages • About 1.1970 million pages will never get seen
- 12. Recap: Introduc.on to SEO • SEO = Improving a website for bePer search engine results • Op.mizing a site for search involves both the front and back ends • You benefit from SEO with more website traffic & more cause supporters • Most searchers only go to the first three pages of results; SEO is key to get to top of search results
- 13. SEO: Ready for a Tuneup? • Keywords • Links • Meta data
- 14. 1 Keywords
- 15. Switch Hats
- 17. Conduc.ng Keyword Research Comparing Synonyms • Alaska Coal = 5,400 • Alaskan Coal = 880 • Coal in Alaska = 320 hPp://bit.ly/GoogleAdWordsTool
- 20. Keywords for Jump Pages • More specific • “Long tail” • Example: “Coal” vs. “Alaska Coal Health Risks”
- 22. Use a Keyword Density Tool to Verify hPp://www.seochat.com/seo‐tools/keyword‐density/
- 24. Tips for Op.mizing Links Instead: hyperlinked text should be: REGISTER FOR ALASKA SUMMER CAMPS
- 25. Great Page Content Fresh Op.mized Unique
- 26. Recap: Keywords • Think like a searcher, not a marketer • Experiment with keywords for both your homepage and jump pages using tools to study search volume & compe..on • Short keywords vs. “long tail” keywords • Prominently weave relevant keywords into body copy • Op.mize headings, tabs and hyperlink text
- 27. 2 Links
- 28. Build Links • Inbound • Outbound • Internal
- 29. Inbound Links 258,000 Inbound Links 581 Inbound Links 152 Inbound Links 258,000 vs 733 0 Inbound Links
- 31. Build Rela.onships Cul.vate inbound links from your exis.ng networks first
- 33. Building Outbound Links Top 3 Ideas: 1. A list of recommended bloggers 2. A list of links to helpful resources 3. Link to a credible, well‐ trafficked website
- 34. Cross Promo.ng
- 35. Recap: Links • 3 types of links: inbound, outbound & internal • Success with link building depends on rela.onships • Think quality over quan.ty • Use inbound link tools to take an assessment • Cross‐promote from your social networks like Facebook
- 36. Meta Data
- 38. Meta Title
- 39. Meta Descrip.on
- 40. What it Looks Like in Search Results Meta .tle Meta descrip.on
- 42. Recap: Meta Data • Tells a search engine what your site is about • It’s the .tle and descrip.on searchers see when they find you in a search engine like Google • If you don’t have meta data a search engine will guess what it thinks the best match is • You may need to work with your web developer
- 43. Evalua.on
- 47. Recap: Evalua.on • Use a tool like Hubspot’s WebsiteGrader to get a baseline of your SEO : hPp://www.websitegrader.com • Take stock of what’s working AND what’s not • Re‐evaluate to determine progress
- 48. Take Homes • Keyword development & genera.ng fresh content • Keep it simple & consistent • Evaluate and update
- 49. Learn More
- 50. Worth Exploring! • Building Strategic Alliances‐ July • Social Media 200‐ August • Framing & Messaging – September • Media Rela.ons ‐ October • Story Pitching 101 ‐ November • Blogger Rela.ons ‐ December
- 51. Thank You! Brendan McLaughlin Gaelen O’Connell Project Manager Digital Media Manager Resource Media Resource Media brendan@resource-media.org gaelen@resource-media.org 206-374-7795 ext. 108 415-397-5000 x303 Published by Resource Media 325 Pacific Avenue San Francisco, CA 94111 415-397-5000 Copyright © 2010 by Resource Media All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from the copyright holder.