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This was presented by Ryan Kelley, Pear Analytics at our October workshop.
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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.
