This document provides an overview of search engine optimization (SEO) techniques for communicators. It discusses how search engines work and the importance of keywords. It covers on-page optimization strategies like optimizing content, URLs, titles, tags and links. It also discusses off-page techniques like building quality inbound links. The document uses a case study of the website Liborated.com and recommends regular updates, quality content, and social media as best practices. Communicators are encouraged to learn SEO basics to help websites get found online.

1. SEO FOR COMMUNICATORS Jason Karpf, Master’s Candidate, University of Denver

2. Introducing your lecturer Jason Karpf, independent PR/marketing consultant from Southern California 3 courses and 1 Capstone away from M.P.S., Organizational and Professional Communication, PR/Marketing specialty LLB student: Internet Marketing Communications with LLB, Winter 2010; Integrating Social Media, Summer 2010

3. Thanks to our guest expert Michael Wylie, president, Abway Technology—SEO and Web development company Michael’s special tips marked in red throughout presentation

4. Case study site: liborated.com Financial site dedicated to LIBOR index Jason Karpf is editor: Web copy, articles, press releases, news summaries, video scripts

5. When kirk told bones to work on sEO Dammit, Jim… I’m a communicator not a Web-savvy, techno-droid! (Actual Star Trek Communicator)

6. Boldly go into seo Search Engine Optimization (SEO) is a communications discipline “Techno-droids” not mandatory, but… “Spocks” speak up!

7. What is seo?

8. What is seo? Enhancement of Web site attributes known to boost search engine ranking Giving search engines “what they want”

9. How search engines work Determine pages’ relevance to entered search terms (keywords) Send out “spiders” to “crawl” sites Use algorithms (formulas) to gauge relevance, establish ranking Higher the ranking, higher the placement on search engine results page (SERP)

10. KEYWORDS The root of SEO Mirroring how people search Presence in visible content and “behind the scenes” features Learn them for your site and your competitors’

11. Keyword tools Show most used search terms within site’s existing content Show frequency among prospective keywords Suggests additional keywords Google Search-Based Keyword Tool http://www.google.com/sktool/# Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal

12. On-page seo Content Keywords used in written material: Web page copy, product descriptions, articles, press releases captions, etc. Special text—bold, underline, italics—gives more weight to keywords Can measure keyword density; http://www.googlerankings.com/ultimate_seo_tool.php http://www.gorank.com/seotools/ 4%-8% is target range, keyword density Best advice: Write aggressively but artfully Update frequently

13. On-page seo URL Good opportunity for keyword Can be “/(keyword)” after domain Separate words with dashes so Google can read keywords Title Phrase seen at top browser bar <120 characters; keywords twice LIBORATED.COM: LIBOR rates news education tools and more Site map Good for human beings and search engines

14. On-page seo Tags Meta description and keyword tags Extra opportunity to list keywords "Liborated.com is the world’s foremost resource for current and historic LIBOR rates, LIBOR news, charts, calculators, and mortgage and loan information.“ "liborated, liborated.com, LIBOR, LIBOR rates, libor rate, LIBOR loans“ Alt tags Text descriptions for images when they don’t appear Anchor tags Make the wording of the tag descriptive; keywords “CLICK HERE” is awful use of anchor tag Bots need to know importance of next page Extensive links within site an SEO plus

15. How do I know what is in the tags? Right click on a background area of your site Select “View Source” Small window will come up CTRL F for “Find” window Type in term; “img”

16. Off-page seo Links The more incoming links, the “more desirable” Link popularity Number of total inbound links Link quality Relevancy of site linked to yours Traffic to sites linked to yours Link popularity tool, Google searches help with research www.linkpopularity.com

17. Off-page seo Creating inbound links Link to suitable sites in hopes they reciprocate Directly soliciting reciprocal links may be frowned upon “Link to us” feature on site with code Press releases Bylined content Placement on other Web sites with back links in copy

18. So, what’s a communicator to do? Best SEO technique: quality, relevant, evolving site Helpful content Talk about keyword subject matter Regular updates New articles News summaries Press releases Video Podcast Blog Good navigation PR to foster off-page presence

19. Liborated.com Ongoing informational articles News summaries with keywords in headlines, images Press releases and PR Video; keywords in tags, narration transcript Licensed LIBOR rate feed Social media

20. Some resources Jason Karpf: SEOCertification.org: http://seocertification.org/ Michael Wylie: Webconfs.com: http://www.webconfs.com/ Article: Top 10 SEO Mistakes The Happy Guy Marketing: http://www.seo-writer.com/ (note URL contains keyword, dashes) Article: The 52 Top SEO Tips - Here Are 10 of Them StumbleUpon.com: http://www.stumbleupon.com/

21. SEO: THE FINAL FRONTIER No tricks—in fact search engines punish Not passive Work with consultants/experts Worthy sites: traffic, links and growth A job for communicators SEO Officer, Star Fleet

22. SEO FOR COMMUNICATORS Jason Karpf, Master’s Candidate, University of Denver Thank you to Lora Louise Broady and my fellow DU students