Jennifer Sable Lopez - How To Make SEO An Integral Part Of Your Com...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

How to Make SEO an
Integral Part of your
Community Strategy
Jennifer Sable Lopez
Director of Community at Moz
@jennit...

How many times per
day do you search?

How many times per
day do you search?
https://history.google.com/history/lookup

What do you
search for?

What do you
search for?

What’s after search?

You click the link
Oh! An online
community.

And then another…
Looks like I can
search!

An internal search?
Looks like I can
search!

This is what I want!
Just what I was
hoping for

How do you find it
again?
This looks similar,
but not the same.
Actually…
This is better!
*click*

3.5 billion + Google
searches/day

46,042 searches in
just one second

People search with
specific intent.

Make sure your
community can be
easily found.

How can a Community
Manager do that?

How can a Community
Manager do that?
We’ll start with
keywords!

Knowing the
language your
community uses is a
win-win!

You create the right
content.

You create the right
content.
They find it.

You create the right
content.
They find it.
Everyone wins!

Keyword Research
@jennita #FBSprint

Check on-site searches
@jennita #FBSprint

Google Suggest
Start
with a
simple
search
@jennita #FBSprint

Google Suggest
Capture all these
suggested keywords in
@jennita #FBSprint a spreadsheet

Google Suggest
Then click on one to
get more suggestions
@jennita #FBSprint

Google Suggest
Keep doing this
@jennita #FBSprint

Google Suggest
Until you’ve got…
@jennita #FBSprint

Google Suggest
50 or so
keywords you can
dive into
@jennita #FBSprint

Keywordtool.io
@jennita #FBSprint

Keywordtool.io
@jennita #FBSprint

Followerwonk
@jennita #FBSprint

Now, put those
keywords into action!

Create a spreadsheet
@jennita #FBSprint

Test them on social first
@jennita #FBSprint

Test them on social first
@jennita #FBSprint

Focus your blog posts
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts

Synonyms are good
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts

Where matters also
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts

Do this in forums too
Those
keywords in
discussions are
great
@jennita #FBSprint

They can rank well!
@jennita #FBSprint
Yes, that is Moz
ranking higher
than Google. :)

Longtail keywords FTW
This
ranks
first
@jennita #FBSprint

Longtail keywords FTW
@jennita #FBSprint
This… does not.
Would *you* ever
search for that?

I’m feeling good about
keywords. What’s
next?

I’m feeling good about
keywords. What’s
next?
Ahh… links.

Links are best when
earned and not built.

Links are best when
earned and not built.
So make it super dumb
easy.

Make sure the
content is working
well on
its own.
http://moz.com/blog/visual-guide-to-keyword-
targeting-onpage-optim...

Let’s look at this post
@jennita

How it looks in search
Pretty photo!!
@jennita #FBSprint
449 calories!!
Enticing
description!

And on Facebook
@jennita #FBSprint

What about Twitter?
@jennita #FBSprint

Boom. Pinterest.
@jennita #FBSprint

Overall experience?
That content is
making sharing
so easy! J
@jennita #FBSprint

How can I do that?
@jennita #FBSprint

Start with Open
Graph

How Open Graph works
On-Page Title + Title Tag!
Title When Shared on FB!
@jennita
@jennita #FBSprint

Open Graph code
!
!
<meta property="og:title" content="Title Here" />!
!
<meta property="og:t...

Facebook Debugger
https://developers.facebook.com/tools/debug!
@jennita #FBSprint

Facebook Debugger
If your page isn’t showing
up properly in FB!
@jennita #FBSprint

Facebook Debugger
Use the FB Debugger to
re-cache!!
@jennita #FBSprint

Next up, Twitter Cards

Regular Text Tweet
Snooze...
@jennita #FBSprint

Summary Card (default)
Community
WIN
@jennita #FBSprint

Summary Card Large Image
Community
@jennita #FBSprint
The
winningest!

Twitter Card code
!
!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:s...

Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
@jennita #FBSprint

Add your site
@jennita #FBSprint

Twitter Card Analytics
@jennita #FBSprint

Wait. What does
social sharing have to
do with search?

The first few days are
key to gaining
momentum…

It usually starts with
social shares.

Create a great resource

Get lots of social shares
@jennita #FBSprint

Shared with authority
@jennita #FBSprint

Of varying degrees
@jennita #FBSprint

Lots of people see it
@jennita #FBSprint

Get mentions across web
@jennita #FBSprint

Earn lots of links
@jennita #FBSprint

With varying anchor text
@jennita #FBSprint
The words used
to link to the
content

From high authority sites
Page Authority

Rank #1 in Google!
@jennita #FBSprint

Got it. But what if we
already have a bunch
of links *and* social
shares?

Got it. But what if we
already have a bunch
of links?
Ok. Let’s make sure
they’re working!

Find & fix broken links
Psst… Picking on a
fellow speaker
@jennita #FBSprint

Open Site Explorer - Top Pages
These pages return 404
page not found error.
@jennita #FBSprint

Any low-hanging fruit?
This one has 31 links from
7 different websites
@jennita #FBSprint

Ok, this one looks easy!
This page, links to
http://www.fitbit.com/%E2%80%8E
instead of http://www.fitbit.com/
@jennit...

Send the author an email
Hi! Would you mind
fixing this link?
Thanks!
@jennita #FBSprint

Go back and fix the next one!
Another page with several
good backlinks
@jennita #FBSprint

Then temporary redirects
These pages do a 302
(temporary) redirect. You
want a 301 (permanent)
redirect instead.
@jen...

Then temporary redirects
Holy shmoly! This page
has 424 links from 134
different sites.
@jennita #FBSprint

Then temporary redirects
Simply changing this 302
to a 301 will help increase
your authority.
@jennita #FBSprint

Email your dev right away
Hi! Can you fix this
from 302s to 301? It
will help us show up
in Google better.
Cool. I’ll...

Let’s talk a bit about
evergreen content.

Use same URL over & over
We do this
every two
years
@jennita #FBSprint

Use same URL over & over
@jennita #FBSprint
It continues to
earn social
shares

Keep earning links!
@jennita #FBSprint
Because we
don’t change
the current
URL

Keep earning links!
@jennita #FBSprint
And we keep
earning links
each year it
gets updated

Keep earning links!
@jennita #FBSprint
355 links in the
past 60 days…
and it’s 3 years
old!

Keep earning links!
All of which helps
give this page
super high page
@jennita #FBSprint
authority

Which helps you rank better
@jennita #FBSprint
Oh, hai!
That’s Moz.

Whew. What’s next?

Whew. What’s next?
Can Google crawl my
site?

Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/

Moz Analytics
@jennita #FBSprint

Checklist
q Integrate keyword research & optimization
q Longtail FTW
q Set up Open Graph + Twitter cards for
easy s...

Integrate SEO into
your Community
Strategy.

Because your
community is
searching for you.
SEO + Community =

Jennifer Sable Lopez
Director of Community at Moz
@jennita
!!
Thank You

Tools Mentioned
Ø Google History Lookup
Ø Google Suggest
Ø Keywordtool.io
Ø Followerwonk
Ø Open Site Explorer
Ø...

Resources
Ø Beginner’s Guide to SEO
http://moz.com/beginners-guide-to-seo
Ø 7 Advanced SEO Concepts
http://moz.com/b...

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

Joe Cothrel - How To Increase Engag... by FeverBee Limited 4381 views
Justin Isaf - How To Reduce Your Mo... by FeverBee Limited 5940 views
Rachel Happe - How To Drive Even Mo... by FeverBee Limited 15534 views
Democratic primary for Hawaii gover... by Honolulu Civil Beat 10587 views
Sectoral Comparison of Factors Infl... by Huseyin Kiran 1023 views
General election for Hawaii governo... by Honolulu Civil Beat 10435 views

View on Slideshare

1 of 112 Ad

View on Slideshare

1 of 112 Ad