Seo st. louis

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  • Why?
  • Bonus for us: Search engines help people find stories online that they’re searching for. Social media lets us get news in front of them
  • Keyword density, long tail; 70%
  • H1, H2, H3 display type fields
  • Be specific, use first, last names; Iowa FB in “Iowa” in Iowa not the same as it is in Chicago
  • 70% of searches are in the long tail so be specific Time for complicated programs? Rocket science?
  • As of September, Google gets 67% of search engine traffic, Microsoft sites get 16%, Yahoo 12%; Ask 3.5%, AOL 1.8% (comScore)
  • Lets you compare state by state, news headlines v. web searches; split by category
  • Lets you explore search term trends, drill down geography from world to nation to state to Columbia
  • Lets you explore search term trends, drill down geography from world to nation to state to Cedar Rapids
  • Lets you explore search term trends, drill down geography from world to nation to state to Cedar Rapids
  • Paste your paragraph; it’s a good tool to use for editing, coaching
  • Paste your paragraph; it’s a good tool to use for editing, coaching
  • Good for a starting point. Tells you how a computer would read a story. The stronger the match, the more stars, bars. Colors show keywords in text.
  • 9 words
  • You are smarter than the robots because you know your readers, your content, your market, your brand. Just use them to help fine-tune what you already know.
  • Seo st. louis

    1. 1. SEO/SMOfor JournalistsACES National Conference • April 4, 2013Teresa Schmedding • tschmedding@gmail.com • @tschmeddingDeputy ME/Digital Daily Herald Media Group • ACES presidentHow to get web hits, engage readerswithout sounding like a machine
    2. 2. SEO, SMO SEO stands for search engineoptimization, which means usingwords to get a higher ranking onGoogle/Bing search engines so morepeople click on. SMO stands for social mediaoptimization, which means using socialmedia to draw readers in (FB, YouTube,FourSquare, Delicious, Twitter, Flickr,etc.).
    3. 3. Why we care 65% of college graduates get newsonline 1 billion people on FB One-third gets news from FB Search engine growth slowing, socialmedia growth exploding
    4. 4. Why we care Blog, email,podcast “news”traffic flat 3% get newsfrom twitter
    5. 5. SEO: How does it work? Big, secret spiders High school rules Keywords, metadata Keywords in URL
    6. 6. Words you control How well your words match therelevance of a query Capturing readers’ attention Compelling them to click on your item
    7. 7. How to match queries Use key terms Use propernames Use uniqueterms Know youraudience
    8. 8. The nitty gritty What keywords are in your content? What are people searching for? Will it draw your audience, back yourbrand?
    9. 9. Why Google?
    10. 10. Figuring out keywords Easiest way is start typing in searchbar, follow suggestions
    11. 11. Figuring out keywords Google Trends (google.com/trends) letsyou enter terms, see which is trendinghigher
    12. 12. Figuring out keywords http://www.google.com/trends/explore
    13. 13. Figuring out keywords http://www.google.com/trends/explore
    14. 14. Figuring out keywords http://www.google.com/trends/explore
    15. 15. Figuring out keywords http://www.google.com/trends/hottrends
    16. 16. Figuring out keywords OpenCalais (http://viewer.opencalais.com/)lets you go even deeper
    17. 17. What not to do Worry about repeated words Use puns Count on the art Worry about bad breaks Put every word in a headline
    18. 18. Don’t forget Your main goal is to help people whowant to read your content find it. Oncethey find it, you want them to click on it.That’s where your brain kicks in.
    19. 19. Three things not to forget Ask yourself, if you were googling thissubject, what words would you type intoa search engine? Don’t tie yourself up in knots writing agibberish summary to appeal only to asearch engine. Use your writing skillsand write a straight, clear leadparagraph. You are human – that’s an asset soplay it up
    20. 20. Final thought“Society isalways takenby surprise atany newexample ofcommonsense.”Ralph Waldo Emerson(1803 - 1882)© 2013 Teresa Schmedding

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