SEO/SMO presentation at SPJ

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SEO/SMO presentation at SPJ

  1. 1. SEO/SMOfor JournalistsThe Gazette • Oct. 22, 2012Teresa Schmedding • tschmedding@gmail.comAME Daily Herald Media Group • ACES presidentHow to get web hits, engage readerswithout sounding like a machine
  2. 2. Who is online? 83% of 18-29 are online; 70% of 30-49;51% of 50-64; 33% of 65+ 89% of women 18-29 “No significant difference”: race,ethnicity, income, education,urban/suburban/rural Faster growth among older users 1 billion FB users; 36% get news on FBSource: Pew
  3. 3. SEO, SMO – Display type 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.).
  4. 4. The basics Big, secret spiders High school rules Keywords, metadata Keywords in URL
  5. 5. Words you control What you can control is how well yourwords match the relevance of a query Capturing readers’ attention Compelling them to click on your item
  6. 6. Matching queries Use key terms Use propernames Use uniqueterms Know youraudience
  7. 7. The nitty gritty What keywords are in your content? What are people searching for? Will it draw your audience, back yourbrand?
  8. 8. Figuring out those keywords Easiest way is start typing in searchbar, follow suggestions
  9. 9. Figuring out those keywords Google Trends (google.com/trends) letsyou enter terms, see which is trendinghigher
  10. 10. Figuring out those keywords http://www.google.com/trends/hottrends orhttp://www.google.com/trends/explore
  11. 11. Figuring out those keywords http://www.google.com/trends/hottrends orhttp://www.google.com/trends/explore
  12. 12. Figuring out those keywords OpenCalais (http://viewer.opencalais.com/)lets you go even deeper
  13. 13. OpenCalais
  14. 14. What not to do Worry about repeated words Use puns Count on the art Worry about bad breaks
  15. 15. 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.
  16. 16. Critical elementsCorrect +Concise +Consistent +CompleteAnd, in social media worldConversational + Genuine
  17. 17. Social media common themes Don’t be coy, don’t oversell Consistent voice Your audience, your voice Write tight Write in context Identify yourself
  18. 18. Know your audience Reflect philosophy of your company Use proper tone, taste FB, twitter, Pinterest, web not the same Nevertweetmore than100characters
  19. 19. Know your goals Do you want to engage? Do you want to draw clicks? Do you want to build brand awareness? How many times are you going to tweeta day? How many times are you going to FB?
  20. 20. How will it look?
  21. 21. How will it look?
  22. 22. How willit look?
  23. 23. How will it look?
  24. 24. What to do with words Stick to seven words or less Write to an individual Be clear Use “key” terms in the summary (vs.generic words) Be specific Use proper nouns If the story updates, update the displaytype
  25. 25. Two 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.

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