optimizing your content for search engines
DESCRIPTION
Search Engine Optimization (SEO) for UPIU and journalism studentsTRANSCRIPT
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Optimizing your content for search engines
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Build online image
Write for the Web
Optimize for search engines
Publicize with social media
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“What kind of rabbits live in New Zealand?”
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Organic Search vs. Paid
ORGANIC
PAID
70% of visitors click on Organic listings, 30% to Paid.
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SEO (search engine optimization)
Search engine optimization (SEO) refers to techniques you can use to improve the visibility of a Web site or a Web page in search engines
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“Really, j-schools need to ditch AP style and start teaching their students SEO instead. More valuable to their careers.”
-Robert Niles, The Online Journalism Review
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“SEO will help you gain new readers online. AP style will not. If you need new readers to make money, then SEO will help you more than AP style. That's it. It's just the reality of publishing online today. You can either adapt and accommodate it, or shake your fist at it and resist.”
-Robert Niles, The Online Journalism Review
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The meta tags are important because Google may use them as snippets for your pages. Google doesn’t take metatags as a variable for ranking, BUT it is important for conversions.In other words, what people read may entice them to click onto your site. Therefore, write compelling copy for your metatags.
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How search engines read Web pages• Page title
• Headline
• Description
• Story
• Related links
The first line of the search result comes from the <title> tag. You need to make sure your title tag has the keywords people use to find you or the content of your story.
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White hat SEO: search engine optimization according to rules
Black hat SEO: cloaking, link farms
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Free BMWs Free Car Free Car Free Car Free Car Free Car Come Get it! Free Giveaway Cheap BMWs Best cars in the worldCheap used cars no money down Cheap car Cheap car Cheap car Cheap carVery cheap new car
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Create easy to read descriptive URLs1. When you publish your web page be sure to have the keyword(s) in the
URL. 2. Keep the URL simple
www.upi.com/science-new/moon-landing
Not
www.upi.com/science?=839302ei=?sourceid=1lsls
You should not have more than three parameters in a URL, crawlers have a hard time reading these. Try to make your URL readable for humans as well as bots.
Create URL structures that make sense: Cars / Fords / Mustangs/ Convertibles
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SEO best practices
• Write information-rich stories that people will want to read and link to
• Link to sites that are relevant to your article, Web site
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Things important for search engines
• Google Pagerank (PR)• Links• Anchor text
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Google Pagerank (PR): Google assigns weight/ranking to Web pages based on number, quality, authoritativevess
• 10• 9• 8• 7 • 6• 5• 4• 3• 2• 1• 0
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Link to your story is like a vote of confidence
The more authoritative the Web sites that link to your Web site/page, the more important the search engines will think it is.
The most authoritative sites include .edu .gov .orgGoogle PageRank
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LINKING!
=
Article without links = island
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Links are like a vote for your site.
The more relevant, quality links you get the better your site will rank.
One valid link from CNN.com > 10,000 links from a PR1 news blog
500 links from automotive websites for a fashion site will not help your case.
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How do you get links?
• Ask site owners of relevant sites to link to you. In exchange you could link back, but I don’t highly recommend reciprocation. It’s better to get one-way links.
• The best to reach site owners in my experience is not by email. Call. Usually a number is on their website, or you could get their details from DNS lookup.
• Contribute to forums and link back to your own site.• Write interesting articles that could go viral such as a top 10 list. When a
list becomes viral you’ll receive a lot of links from referring sites.• Buy links from reputable sites with high PageRank.
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Anchor Text
Optimize your Anchor Text to improve:
- Branding
- Keyword Ranking
UPIU is a good journalism mentoring site.Click here to view a good journalism mentoring site.
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Case Study
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Competitive AnalysisType in the keyword that you want to rank for. Analyze the #1,2,3 positions for the following:• Age of domain• Keyword in title• Number of times keyword used in the body• Number of back links• Quality of back links• PageRank• Keywords in alt tags
When you can determine these elements you need to compare point by point to your site. If you beat them in all these areas you wll likely take over their position.
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What is your Web site about?
• Build keyword list– Google Keywords– Google Trends– Google Wonderwheel– ~keyword
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Recommendations
1. Write great content. Good quality content always surfaces to the top.
2. Get links3. Organize your site, URL, title, keywords, alt
tags, etc.4. Study your competition – status quo5. Analyze your data using analytic tools
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SEO your article
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Put keywords in:• Headline
• Description
• Story– Keywords in your story– Bold text in your story
• Metatags
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headline
description
story
Insert search engine-friendly keywords in:
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REMEMBER
Google loves fresh, updated contentThe more you update the more frequently search
engines will crawl your site
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Tools
• SEOMoz – seomoz.org • Bruce Clays http://www.bruceclay.com/seo/
tools.htm• Aaron Wall’s – SEO Book – www.seobook.com• Webconfs.com • Iwebtools.com