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Online Discoverability: A Webinar for Coggno by DeltinaU


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Why do some products show up in search results with starred reviews?

How do I get my profile image to appear in Google search results for every article I write?

Why aren't my products listed in search engine shopping results?

How do I control how my content looks when shared on Facebook?

How do I format my web content to show more details on Twitter and Pinterest?

Author and new media expert Deltina Hay answers these questions and more by demonstrating how to improve your content's online discoverability by optimizing for search, sharing, and conversion.

Published in: Business
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Online Discoverability: A Webinar for Coggno by DeltinaU

  1. 1. with Deltina Hay A Webinar for Online Discoverability
  2. 2. Webinar based on the online course: Search and Social Media Optimization Essentials Available through your Coggno Partner Online Discoverability
  3. 3. ➢ Developer, small business owner, publisher, author, and professor ➢ Author of three books on social media, the mobile web, and search optimization ➢ Her first book, going into its third edition, is used as a textbook by colleges and universities, worldwide ➢ Developed Drury University's social media certificate program ➢ Teaches online courses to thousands of existing students ➢ Board Chair of the Independent Book Publishers Association: About Deltina Hay Online Discoverability
  4. 4. ➢ Optimize for Search ➢ Optimize for Conversion ➢ Optimize for Sharing How to get found: Online Discoverability
  5. 5. ➢ Research relevant keywords ➢ Optimize content for traditional search engines ➢ Optimize for universal search databases Optimizing for Search Online Discoverability
  6. 6. ➢ Make your content look good in search listings ➢ Include review and product information ➢ Make your content shine on social media platforms Optimizing for Sharing & Conversion Online Discoverability
  7. 7. Optimizing for Search Online Discoverability
  8. 8. Why Keywords Still Matter ➢ Keywords help us focus content in a way that is conducive to search, and gives us a consistent online presence ➢ We do not gather keywords so we can stuff them into our content ➢ Rather, we use them as a guide when creating web content ➢ In online descriptions and social media pages ➢ And as tags and categories in the social web Optimizing for Search
  9. 9. Finding Your Best Keywords ➢ Gather as much documentation about your product, service, or business as possible ➢ In our example, we use the media kit for an upcoming book ➢ Create a temporary HTML page or press release from the content ➢ Make it at least 350 words, preferably 700 to 1,000 ➢ An online press release works well for this process ➢ Plug the page into Google Adword's keyword planning tool Optimizing for Search
  10. 10. Where to Use Keywords ➢ As the focus of static web pages ➢ As blog post topics ➢ As topics for guest posts and articles ➢ As search terms for finding guest posting opportunities ➢ Within social media profiles, descriptions, and “about” areas ➢ As social media tags and categories where applicable ➢ Within product, service, or company descriptions you post online Optimizing for Search
  11. 11. Optimizing Web Page/Blog Post Content ➢ Optimize for keywords ➢ Optimize images and other embedded media ➢ Optimize outgoing links Optimizing for Search
  12. 12. Optimizing for Keywords ➢ We focus on only one keyword phrase on any given web page or blog post ➢ We only “intentionally” place the phrase in the title of the page or post, and again in the first paragraph ➢ The rest of the page or post should flow naturally Optimizing for Search
  13. 13. Keyword Placement ➢ Target keyword phrase: wife has cancer ➢ The keyword phrase is in the title ➢ And in the first paragraph ➢ The body text is written naturally from the book's press release Optimizing for Search
  14. 14. Optimizing Images ➢ There are three elements you want to optimize when embedding images into a web page or a blog post: ➢ The name of the image ➢ The title of the image ➢ The alt text of the image ➢ Use your focus keyword phrase within these elements Optimizing for Search
  15. 15. Optimizing Images ➢ Here we see the title text of an embedded image ➢ In the tool tip when we roll over it... Optimizing for Search
  16. 16. Image HTML ➢ Here is the actual HTML code of the embedded image ➢ Note that the name of the file, the title text, and the alt text all have the keyword phrase Optimizing for Search
  17. 17. WordPress Version ➢ Here is how the process will look when embedding an image in a CMS like WordPress ➢ The title and alt text will always be available to optimize Optimizing for Search
  18. 18. Optimizing Outgoing Links ➢ Outgoing links on a web page or blog post should be relevant to the content on the page! ➢ You can get what is called “negative SEO” for stuffing links into your content ➢ You also want to limit outgoing links to no more than one every one hundred words – max Optimizing for Search
  19. 19. Optimizing Outgoing Links ➢ When embedding links in a web page or blog post, use keywords in: ➢ The anchor text of the link ➢ The link title ➢ “Anchor text” is the text that is clickable in an outgoing link Optimizing for Search
  20. 20. Link Optimization ➢ Here are some links on our optimized page ➢ The tool tip shows the keywords in the link title as we roll over it ➢ And the “anchor text” uses the keyword phrase as well Optimizing for Search
  21. 21. The HTML ➢ Here is the associated HTML for one of the links ➢ The title and anchor text contain the focus keywords Optimizing for Search
  22. 22. WordPress Version ➢ Here is how you would optimize a link in WordPress ➢ By adding a title with keywords and making sure the anchor text is optimized Optimizing for Search
  23. 23. Optimizing for Universal Search Databases ➢ Universal search areas are independent from the regular “web” search we typically do on Google ➢ Popular areas are “image search” “video search” and “news search” ➢ Optimizing for these search areas can be tackled one database at a time... Optimizing for Search
  24. 24. One Boxes ➢ But “universal” results aren't always contained in the search databases ➢ They also show up in regular search results ➢ As what are called “one boxes” Optimizing for Search
  25. 25. Image Search ➢ Mobile web book example... ➢ Using one of our target keyword phrases ➢ We dominate the first page in Google Image search ➢ Because we optimize every image we put online... Optimizing for Search
  26. 26. Video Search ➢ Landing at number one in video search is a good thing ➢ And is accomplished by making certain we use our best keywords in every video we post online ➢ Especially on YouTube Optimizing for Search
  27. 27. Book Search ➢ Some of the more specialized databases require a bit more work ➢ In order to get into the “books” database ➢ Your book needs to be available in Google Play Optimizing for Search
  28. 28. Shopping Search ➢ And to place in the shopping database ➢ Your products need to be in Google Merchant ➢ Or be for sale by an outlet within Google Merchant Optimizing for Search
  29. 29. Optimizing for Conversion Online Discoverability
  30. 30. Google Authorship Optimizing for Conversion
  31. 31. Google Authorship ➢ Google Authorship is a way for you to claim the online content you “author” ➢ This applies to your own blog posts... Optimizing for Conversion
  32. 32. Google Authorship ➢ As well as to any guest posts or articles you author online ➢ need to use a special link that refers to your Google Plus profile ➢ And a corresponding link to the source... Optimizing for Conversion
  33. 33. Google Authorship ➢ Google walks you through this process... ➢ Showing you the proper reference to use ➢ And where to go in your profile to add the reciprocal link Optimizing for Conversion
  34. 34. Google Authorship ➢ Reciprocal links in a Google plus profile... Optimizing for Conversion
  35. 35. Google Authorship ➢ You can test any of your pages or posts ➢ Using Google's Structured Data Testing Tool Optimizing for Conversion
  36. 36. Rich Snippets and Microdata Optimizing for Conversion
  37. 37. Q&A with Deltina Hay for Online Discoverability
  38. 38. Rich Snippets ➢ Google Authorship is only one example of what Google calls “Rich Snippets” ➢ A Rich Snippet is a few extra lines of information Google will include in your search listings if you add “structured data” to your web pages Optimizing for Conversion
  39. 39. Structured Data and ➢ Structured data is a term used to describe website content that is “marked up” with metadata (like microdata) that includes references to established “vocabularies” ➢ A vocabulary is a set of mark-up protocols or rules used to help search engines make sense of the content on your website ➢ The most popular of these vocabularies is “” – this vocabulary was developed by Google, Yahoo, and other top search engines Optimizing for Conversion
  40. 40. Rich Snippet Example ➢ Which of these listings looks the most appealing ➢ Which do you think would get the most click throughs? Optimizing for Conversion
  41. 41. Rich Snippet Example ➢ Web page and listing ➢ Before microdata markup Optimizing for Conversion
  42. 42. Rich Snippet Example ➢ Page source HTML ➢ With microdata added Optimizing for Conversion
  43. 43. Rich Snippet Example ➢ Web page and listing ➢ After microdata markup Optimizing for Conversion
  44. 44. Optimizing for Sharing Online Discoverability
  45. 45. Optimizing With Open Graph Optimizing for Sharing
  46. 46. Open Graph: Just more metadata ➢ Metadata can help your content look better when shared on social media sites ➢ In other words, how our content displays on social media platforms when it is shared by others ➢ Or, how “social-media friendly” it is ➢ Let's take a look... Optimizing for Sharing
  47. 47. Open Graph ➢ Open Graph is a protocol originally used by Facebook ➢ That allows us to add special metadata to our website content ➢ Making it more “social- media friendly” Optimizing for Sharing
  48. 48. What we want... ➢ Titles ➢ Descriptions ➢ Images Optimizing for Sharing
  49. 49. Before Open Graph ➢ Let's return to our previous example ➢ Here is how the page displays in Facebook when I share the URL ➢ Before adding Open Graph metadata Optimizing for Sharing
  50. 50. Before Open Graph ➢ And here is how it is displayed using HootSuite to share it ➢ Directly from the site... Optimizing for Sharing
  51. 51. Adding OG Metadata ➢ Here are the tags that are added to the page ➢ So it can display the way we want... Optimizing for Sharing
  52. 52. After Open Graph ➢ Here is how it displays when shared in Facebook ➢ With the OG meta tags in place ➢ Now, we control the title, description, and first image... Optimizing for Sharing
  53. 53. After Open Graph ➢ And, here is how it looks ➢ When shared with HootSuite... Optimizing for Sharing
  54. 54. WordPress Blogs and Sites ➢ Most blogging platforms like, automatically add the title, description, and featured image of a blog post to Open Graph metadata ➢ And self-hosted WordPress sites have many plugins to help you add Open Graph metadata to all the content on your site Optimizing for Sharing
  55. 55. Twitter Cards & Rich Pins Fun With Metadata
  56. 56. Twitter Cards ➢ Add Twitter-specific metadata to your content: Product pages, blog articles, etc. ➢ Use Twitter's card validator to get your content authorized Optimizing for Sharing
  57. 57. Pinterest Rich Pins ➢ Again, apply Pinterest's metadata to your content ➢ And their validator to authorize your site ➢ You need a Pinterest business account to do this... Optimizing for Sharing
  58. 58. Optimization example recap: ➢ Researched keywords based on real content ➢ Chose one keyword phrase to optimize for ➢ Used the phrase in the title and first paragraph ➢ Included keyword phrase in embedded images ➢ Used keyword phrase in anchor text of outgoing links ➢ Applied rich snippets and open graph metadata ➢ On first page in after a couple weeks... Conclusion
  59. 59. Additional Information Resources ➢ List of resources used in this webinar ➢ Downloadable version of these slides ➢ Links to be sent by Coggno
  60. 60. Q&A with Deltina Hay for Online Discoverability