Presentation given at the conference "Social Media and 21st Century Journalism" in Abuja, Nigeria in February 2013.

1. Google Search
Daniel Ord
Rasmussen
@danielord

2. Two kinds of searches
Organic
Sponsored

3. Organic Sponsored
“Regular Google” “Ads”
Based on “value” Based on quality
SEO But also budget...
Earned Paid

4. SEO Search Engine Optimization
Google “reads” all websites
They use a crawler-bot
Checks every single word on your site
Counts links leading in and out
Assigns value to links
Places you in Search based on that value
Indexes millions of sites every day
http://www.browsermedia.co.uk/2011/08/01/google-panda-update-what-why-who-and-what-next/

5. Imagine yourself as a user
What would they search for to find you?
Use those keywords in:
Titles
Headlines
Sub-headlines
Links
Bulleted lists

6. Remember the boring stuff -
HTML codes
Content is most important but
remember things such as “meta
description” & “keywords”.
Good =
Less good =

7. Never stop thinking about it
Consider which words are interesting
Search for them, see where you are. Remember that your
results are based on your own search history - use
“private browsing” mode in browsers to test
Check your site - are you using the words in the right
places?
Have somebody else look it through - ask them to find you
via search. Don’t interfer - just watch and learn.

8. Keep at it!
Fresh content is paramount - even more so
after latest updates to Google
Blogs, news sektions and current events are
great
Be consistent when using tags

9. Panda and Penguin
http://www.flickr.com/photos/leftymgp/505153866/

10. The latest updates
Panda and Peguin are the titles of two sets of updates that
try to invalidate all the “tricks” people have used before
They are based on thousands of “real people” results
They rank trustworthyness! Your site must inspire trust
Other things:
• Speed
• Likelihood users will return
• Dates

11. Attacks some issues
Pages with “duplicate content”
Pages with many links but no content
Search-in-Search, fake results
Fake pages created dynamically
Pages that show Google one thing, users another (very
bad!)
Spelling and gramma (honestly!)

12. Blogs platforms
a few of the

13. What are blogs?
Blog is short for “web log”. Started as an online
diary.
Today is more of a platform, a format: New
posts at top, chronological view down the page,
comments on each post.
Many large sites are acutally blogs, but feel
more like news sites.

14. Two types of blogs
Own hosting
Hosted by the platform

15. Own hosting
Means having your own website with a blog
system
• Wordpress.org
• Umbraco
• Typo3
• Sitecore
• Drupal
• Joomla
Most flexibility, but also most work

16. Hosted by platform
Means you sign up for a blog and get it hosted
by others for free
• Wordpress.com
• Blogger / Blogspot
• Tumblr
• Typepad
Easy to set up and maintain, but fewer options
and you don’t “own” you content

17. Remember the SEO
Most platforms have done all the work for you
in regards to Search Engines.
You just have to fill in the content.
Remember the way it looks - first impressions
are important.
Think of mobile - many “themes” have a mobile
version included.

18. Keep it clear
Have good titles
Break up long text with headlines
Make in “scannable” (easy to read quickly)
Proposed formatting:
Headline
Quick intro
Section headline
Content
Section headline
Etc.

19. Try it!
Blog are free and safe - give it a try.
Don’t expect thousands of readers on day on.
Keep at it - use social media to lead people in.
Read other blogs, comment on theirs. That way
people will become aware you your blog.
DON’T ask them to read yours back - they will if
they want to, they other things is “internet
rude”.

20. LinkedIn
the pro social network

21. What is LinkedIn?
A social network for “work”
175 mio. users
20 % jobseekers
80 % passive (in a job)
Kilde: LinkedIn, Lars Ingerslev

22. The actually
make money
Where from?
20 % premium
accounts
30 %“ads”
50 %
recruitment
Kilde: LinkedIn, Lars Ingerslev

23. It’s about visibility
LinkedIn is a global
phonbook - people use
it seriously
http://socialmediatoday.com/node/493633

24. Visibility for employees
Visibility for the company
Visibility for both through each other

25. Private
Personal profile
- Endorsements
- Apps
Connections + network
Groups
Questions

26. Personal profile
The core of LinkedIn
Basis for you network
Used for searching and
finding
Endorsements and
recommendations
InMail (messages)

27. Good advice
Work with the headline-field,
don’t just put your job title -
describe what you do
Expand profile via rich content
such as Slideshare and Twitter

28. Groups
Networking og knowledge sharing

29. Join our new Group!
Social Media and Journalism | Abuja

30. Join our new Group!
Take part in discussions

31. Join our new Group!
Create your own new ones

32. Jobs
Search jobs via your profile

33. Company Profiles
Sort of like Facebook
Updates, followers and Insights
Products and Services
Job listings
Events

34. Events (under More)
Good way of getting attention

35. Be visible
Fill out your profile so you show up in
searches
Leave a “trail” - other can see when you
visit their profile
Take part in Groups
Follow interesting companies

36. Advanced Search

37. Advanced Search

38. Save to Folders - use as CRM

39. Save to Folders

40. Search just in your contacts with filters

41. LinkedIn Ads
- “jobs, not demographic”, however...
- Location
- Company
- Job title
- School
- Skills
- Group
- Gender
- Age

42. LinkedIns annonceplatform -
jobfunktion, ikke demografi

45. Tak!
daniel@seismonaut.com
Twitter: @danielord
.com