Seo And Content 100809

SEO and Content

Presented by:Tanya L. TraversOctober 8, 2009

TLTRAVERS - SEO and Content10/8/09

SEO - Definition

The art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search queries.

TLTRAVERS - SEO and Content10/8/09

Elements of SEO

Content Tags – title,

description, keywords Information

architecture Link building Brand building Building mindshare Reputation

management Viral marketing

TLTRAVERS - SEO and Content10/8/09

Starting Point

Objectives for site Target market / audience Primary message

TLTRAVERS - SEO and Content10/8/09

Outline

Site map Micro-content – headlines, links, or other

“small pieces” of Web copy that provide an at-a-glance overview of what a given page is about

Keywords List of sites for linking

TLTRAVERS - SEO and Content10/8/09

Content

Scannable Searchable Concise Relevant Anchor text /

keywords

TLTRAVERS - SEO and Content10/8/09

Headlines

Clearly communicate the big idea for the page

Convey the information quickly (8 words or less)

Can stand on their own and are index-ready

TLTRAVERS - SEO and Content10/8/09

Blurbs/Intros/Decks

Probably the only content the reader will view

Lead with the topic word Tell, don’t tease Don’t repeat words

Focus on the fronto Headlines: < 1 second to get attentiono Blurbs/Decks: Viewers look at the first couple of words— Eyetrack III, The Poynter Institute

TLTRAVERS - SEO and Content10/8/09

Subheads, Lists, Lead-ins

Subheads Break up copy to facilitate scanning

Lists Tertiary points Series

Links/Lead-ins (usually bold-faced) Keep them short – 1 to 5 words Link key words, not entire sentences Topic not mechanics – download x vs. to download x, click

here

TLTRAVERS - SEO and Content10/8/09

Search “Google's technology analyzes the full content of a page

and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query.” http://www.google.com/corporate/tech.html

"The ability for a search to include the "stem" of words. For example, stemming allows a user to enter the term swimming and get back results also for the stem word swim." searchenginewatch.com/facts/glossary.html

TLTRAVERS - SEO and Content10/8/09

Content vs. Keywords

Content should be informative and relevant. You shouldn’t write content with the intent of just peppering it with your keywords.

Keywords help get you found on search engines. Content helps you keep the viewer engaged and encourages repeat visits.

Keywords = stickiness; Content = syndication

TLTRAVERS - SEO and Content10/8/09

Tags Title – directly related to

content on page Keywords – location,

business, services, products, relatable to page content

Description – can be standard for pages

ALT – images – never have an image without a tag

TLTRAVERS - SEO and Content10/8/09

Link Building

Include professional certifications links Request credible, relevant sites to link

back to you – i.e. sponsors, partners Include a link to your site on all online

vehicles – ads, websites, blogs Each relevant link counts as a vote for you

= higher organic rankings

TLTRAVERS - SEO and Content10/8/09

Analytics Tools

Google Hubspot Scrub the Web

TLTRAVERS - SEO and Content10/8/09

SEO and Content

SEO methods are specifically designed to increase traffic to your website. Relevant content is developed to keep that traffic on your website, and encourage visitors to make a purchase, sign up for your newsletter or offer critical demographic information that you can mine over and over again. Your challenge is to find the delicate balance between them.