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.
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
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
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
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
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