Search Engine optimization for Volunteer PRSA Chapter
-
Upload
bryan-campbell -
Category
Technology
-
view
59 -
download
1
description
Transcript of Search Engine optimization for Volunteer PRSA Chapter
![Page 1: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/1.jpg)
Search Engine Optimizationor Learning to Speak Googlese
Volunteer PRSA Chapter
June 21, 2012
Bryan Campbell, ORAU
![Page 2: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/2.jpg)
Anyone ever travelled overseas?
![Page 3: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/3.jpg)
![Page 4: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/4.jpg)
![Page 5: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/5.jpg)
3 Things You Have to Learn to Say
![Page 6: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/6.jpg)
Hello!
Habari yako!
(how are you?)Mzuri
(fine)
![Page 7: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/7.jpg)
Goodbye.
Kwaheri.
![Page 8: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/8.jpg)
Where’s the bathroom?!?!
Choo iko wapi?!?!?!
![Page 9: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/9.jpg)
SEO
SEO is like a whole new language
you have to learn.
![Page 10: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/10.jpg)
What is SEO?
![Page 11: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/11.jpg)
What is SEO?
![Page 12: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/12.jpg)
What is SEO?
![Page 13: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/13.jpg)
the marketing round
Gini Dietrich, Marketing in the Round, Social Slam 2012
![Page 14: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/14.jpg)
By the numbers
• May 2012
• 17.5 Billion searches in the U.S. With a B.
• 6,535 searches every second
• 2/3 of those use Google
![Page 15: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/15.jpg)
U.S. Market Share
Yahoo!13.4%
Microsoft15.4%
Google66.7%
Ask 3%
AOL 1%
Source: ComScore May 2012
![Page 16: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/16.jpg)
At first it was like…
![Page 17: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/17.jpg)
1998
![Page 18: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/18.jpg)
2004
![Page 19: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/19.jpg)
2009
• Laptop
• iPhone
• iPad
![Page 20: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/20.jpg)
2011
![Page 21: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/21.jpg)
![Page 22: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/22.jpg)
![Page 23: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/23.jpg)
Language Learning
![Page 24: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/24.jpg)
Googlese
• One small problem
They change the rules of grammar every 14
hours or so.
![Page 25: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/25.jpg)
Grammar
• Google’s algorithm has 200 variables (approx.)
• The weight of each can change automatically
or with human input
• Farmer, Panda, Penguin
![Page 26: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/26.jpg)
Google Knows
• Your Location
• Your Behavior
• Your Peeps
![Page 27: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/27.jpg)
3 Things
![Page 28: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/28.jpg)
1. Keywords
http://flic.kr/p/6pD1Tz
![Page 29: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/29.jpg)
Keywords
• 58% of all queries are 3 or more words
• 87% of all clicks are organic
• 100% of all statistics are debatable
![Page 30: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/30.jpg)
Exercises…
http://flic.kr/p/83dMSW
![Page 31: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/31.jpg)
…or exercises
http://flic.kr/p/6Vt94T
![Page 32: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/32.jpg)
Keywords
• Figure out what they are BEFORE
– You write your news release
– You write your Web copy
– You write your talking points
![Page 33: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/33.jpg)
2. On Page Factors
![Page 34: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/34.jpg)
On Page Factors
• Titles
• Meta data
• Headlines
• Text
• Images
• Links
![Page 35: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/35.jpg)
Titles
<head><title>My Most Awesome Page Title EVAR</title><head>
![Page 36: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/36.jpg)
![Page 37: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/37.jpg)
Titles
• Unique to every page, video, etc.
• 60 to 72 characters (6 to 12 words)
• Keywords front loaded
![Page 38: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/38.jpg)
Meta Data
• Meta Description
– 12 to 24 words
– Include keywords
– Should read like a sentence
• Meta Keywords
– Not what it used to be
– Don’t forget it
![Page 39: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/39.jpg)
![Page 40: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/40.jpg)
Headlines
![Page 41: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/41.jpg)
Headlines
• Heading 1 (a.k.a. H1)
– Only 1, please
– About 12 words
• Heading 2 (a.k.a. H2)
– As many as you need
– More like a sentence
• Others - as needed
![Page 42: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/42.jpg)
Text
• 400-500 words is best practice for web pages
• Spread out keywords
![Page 43: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/43.jpg)
Images
<img alt=“chillin”>
![Page 44: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/44.jpg)
Links
• Use keywords as your linked text. Period.
![Page 45: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/45.jpg)
3.7 billion results for “for more information click here”
5.5 billion results for “click here”
![Page 46: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/46.jpg)
3. Relevancy
• Links
• Social
• User actions
![Page 47: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/47.jpg)
“Relevancy is King.”-Amit Singhal, VP and Google Fellow May 2012
![Page 48: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/48.jpg)
Internet Optimization
• Optimize EVERYTHING
– Web pages
– Videos
– Status updates
– Blog posts
– Office documents
– Everything
![Page 49: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/49.jpg)
Case Study
![Page 50: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/50.jpg)
Before After
![Page 51: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/51.jpg)
Success
![Page 52: Search Engine optimization for Volunteer PRSA Chapter](https://reader033.fdocuments.in/reader033/viewer/2022060203/559dfcc31a28ab5b098b4634/html5/thumbnails/52.jpg)
Last Words
• Change is the only constant
• Have good content
• NEVER buy links
• Optimize everything