Anatomy of a blog post for community sherpa 2


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Anatomy of a blog post for community sherpa 2

  1. 1. Anatomy of a blog post Community Sherpa<br />Streamlining the creation of a SEO rich blog post<br />
  2. 2. What is Search Engine Optimization (SEO)?<br />By definition…the process of improving visibility of a website or webpage in search engines via ‘organic’ search results<br />In other words…<br />Increasing the likelihood that someone finds you online.<br />
  3. 3. What goes into effective SEO strategy?<br />Two Buckets:<br />On The Page Ranking Factors<br />Elements that we are in direct control of<br />Off The Page Ranking Factors<br />Elements that are influenced by readers, visitors, and other publishers (writers).<br />
  4. 4. Ranking SEO Factors<br />
  5. 5. On & Off the Ranking Factors<br />Remember:<br />No single factor guarantees top rankings; yet several favorable factors increase odds of success.<br /><ul><li>Keyword rich titles & tags
  6. 6. Optimized Pictures
  7. 7. Comments (non-spam)</li></li></ul><li>Negative Page Ranking Factors<br />Meeting the word per blog in a creative way with a variety of keywords.<br />Not a practice we currently implement.<br />Again, nothing we use but something to be aware of.<br />
  8. 8. Keywords are EVERYTHING!<br />
  9. 9. How Can I Strengthen My SEO VALUE?<br />Define Keywords right off the bat<br />Use the list of keywords to build:<br />Title <br />Main body of content<br />Tags<br />Links<br />Picture optimization<br />Use your creativity to avoid ‘stuffing’ keywords<br />
  10. 10. SEO Rich Titles are the Most Important! <br />
  11. 11. Creating a SEO Rich TITLE<br />What goes in the <title>My Site</title> tag in the HTML code of your web pages.<br />In Wordpress your ‘post title’ becomes the HTML title.<br />Titles should be 70 characters or less<br />Titles should contain target keywords people use in search engines.<br />
  12. 12. Creating a SEO Rich TITLE cont.<br />Remember two things:<br />Your Title carries the MOST weight of any other internal (On the Page) SEO factor!<br />If you did NOTHING more than create better titles for your posts, you would rank better!<br />
  13. 13. Content: Fresh, Relevant, Structured. <br />
  14. 14. Creating SEO Rich CONTENT<br />Using target keywords in the first 100 words boosts rankings.<br />Make it a habit to make the first sentence of your post a “synopsis” of the content; include keywords (for meta descriptions).<br />As a best practice, it’s good to have target keywords at least utilized at beginning & end.<br />“Synopsis” to start and “closing” or “wrap up” to finish.<br />
  15. 15. Creating SEO Rich CONTENT cont.<br />Using target keywords repetitively in content helps crawlers determine relevance.<br />Keyword density percentage is irrelevant*<br />*provided your use of keywords is in natural language & doesn’t look like a spam directory or link farm.<br />
  16. 16. Title w/ rich keywords: “Carlisle” “Vanilla Bean Bakery” <br />Synopsis that uses researched keywords to sum up what post is about – “meta description”<br />Keywords that appear naturally within the content of the blog.<br />
  17. 17. Linking: Internal vs. External<br />
  18. 18. Creating SEO Rich LINKS<br />The number of sites that you link to determine your online “authority.”<br />Your authority is compromised of the authority of the sites linking to you and their relevance.<br />Linking to trusted sites with a high page ranking increases your SEO.<br />Using a URL shortener speeds up the page-load time and increase SEO.<br />
  19. 19. Creating SEO Rich LINKS cont.<br />Permalinks are optimized for SEO by default.<br />Linking to your other pages & posts increases relevance in search engines.<br />Using internal links helps users, but also helps build up your number of internal links.<br />If using Zemanta, use ‘Related Posts’ section to add your previous posts to the bottom.<br />30 quality authority external links from 30 different domains count significantly more than 30 quality authority links from the same domain.<br />i.e. Zemanta always links us to Wikipedia & Google maps.<br />
  20. 20. Creating SEO Rich LINKS cont.<br />The #1 determinant external (off the page) ranking factor is “link anchor text” or the ‘Title’ of the link.<br />The “anchor text” or “title” is the box that pops up when you hover over a link.<br /><ul><li>Keeps us 508 Compliant (visually impaired)</li></li></ul><li>Optimized Pictures for Bonus Results<br />
  21. 21. Creating SEO Rich Pictures.<br />When uploading images or files, use target keywords in the actual file names. <br />i.e. ‘vanilla_bean_bakery_carlisle.jpg’<br />Using keyword driven filenames will get additional indexing & traffic from image search engines, document search engines, & even main Google search.<br />Using keywords in ‘Title’ and ‘Alternative Text’, as well as linking to external site.<br />
  22. 22. Creating SEO Rich Pictures cont.<br />Title is the text that shows up when you hover over the picture.<br />All three should be SEO rich with a variety of keywords.<br />Picture should link to an external site rich in authority and/or relevancy.<br />
  23. 23. ALL-IN-ONE SEO PACK<br />
  24. 24. A.I.O.- Take SEO To The Next Level<br />This crucial plugin is installed on all* of our blogs; however, it is not properly set up.<br />To get the maximum benefits, we must manually tweak the ‘settings.’<br />The plugin set-up is two parts:<br />Blog as a whole<br />Individual post<br />
  25. 25. All-in-One SEO - Blog<br />Blog Set-up<br />Settings>All in One SEO<br />Home Title<br />Home Description<br />Home Keywords<br />The most important two areas are Home Title & Description. This is the metadata information for the blog’s homepage which often carries the most search engine importance.<br />
  26. 26. All-in-One SEO – Blog cont.<br />Home Title – this is the title that all users see in their browsers, and this is the title search engines use as well.<br />Bad title: “Lincoln Woods Apartments – Pet-friendly, Pool, Luxury, Near Philadelphia”<br />Good title: “Lincoln Woods Apartments – Lincoln, PA’s Luxury Rental Community.”<br />Do not dilute with keywords; instead use a readable, natural tag line that highlights a few keywords.<br />
  27. 27. All-in-One SEO – Blog cont.<br />Home Description – this is solely for search engines, and most users will not see this while they are on the site.<br />Keep it within 160 characters <br />Use the ‘Living At’ page or Client’s main website to grab their sales-pitchy description.<br />
  28. 28. All-in-One SEO – Blog cont.<br />Home Keywords – this is where you will add keywords that you want to target.<br />Separate by commas<br />Use target keywords<br />Think about niches, amenities, and other keywords that set the client apart.<br />Example: Carlisle, Luxury, Contemporary, Townhomes, Corporate, Family Friendly, Premier, apartment homes.<br />
  29. 29. All-in-One SEO – Post<br />Title – For the Post (Copy & Paste title of Blog)<br />Description – Synopsis of the post<br />Keywords – Targeted keywords for the post.<br />Title/Description/Keywords– follow the same guidelines w/in the post as you did for the main blog.<br />If you leave blank, plugin will default to description & keyword values in main settings.<br />Fill in the SEO pack with the post & blog in mind.<br />If you leave description blank, then it will auto-generate it from the first 160 characters of your blog (*Synopsis!)<br />Using the SEO Pack will override the default Meta title & description, give you a more accurate result in search (which ultimately improves your SEO & clicks)<br />
  30. 30. Key Points to Remember<br />Create a solid list of target keywords before you write, after you research. <br />Create synergy between the blog post & the blog as a whole.<br />Be creative with keywords and use them naturally. Never keyword stuff.<br />SEO is guaranteed to increase results and improve our client deliverables.<br />If you’re unsure about something, ask before you publish a post. A lot of times, there’s no going back once posted.<br />
  31. 31. QUESTIONS<br />