SEO 101

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Search engine optimization

• Search engine optimization (SEO) is the

process of affecting the visibility of a website

or a web page in a search engine's "natural" or

un-paid ("organic") search results.

• In general, the higher ranked on the search

results page, and more frequently a site

appears in the search results list, the more

visitors it will receive from the search engine's

users.

Organic and paid search results

SEO will help you improve your publication position in the organic

search results

Key steps

Keywords analysis

Content optimization

Technologies

Links

Follow-ups

1- Know your audience

• Put yourself in your audience shoes

• Choose keywords that are relevant to

them, that they might look for

• Use a medium that is also relevant to

them

• Use those keywords in the doc, but

naturally

• Do not over do it!

2- Optimize titles & texts

• Use keywords rich titles & texts. Use

keywords early!

• Titles should be 40-70 chars. Make

them sharp and easy to understand

what the pub is all about

• Text should consist of at least 300

words

• Use keywords in headers (H2, H3), bold

(strong, b), italics (em, i)

• Use acronyms in abbr tags

3- Use links

• Use links wherever relevant. E.g.

sources, citations, excerpts, subject

experts, previous work. At least 2.

• For embedded links, use keywords

instead of “Read more” or “click here”

• Avoid replacing keywords by pronoun:

it = no hit

• Use keywords in the file name or URL

4- Optimize your visuals

• Use visuals

• Use keywords in pics or graphs names

• Tag them w/ keywords

• Use keywords in the Alt text

• Use caption and descriptions

• But DO NOT stuff keywords all over

the place

5- Footers

• If you use footer, add a tag line

containing your keyword

• Add links

6- Have summary, will travel

• Add a summary or meta description to

your text.

• Think executive summary or elevator

pitch: 120-276 for web, 250-400 for

pubs

• Use your keyword in it

• Publish it as often as possible:

– Press releases

– Twitter

– Facebook

7- Announce it!

• Make sure we have a press release

ready

• Send a note to your cited sources and

working group so they can share

• Contact journalists or influencers

8- Sharing is good

• Use social shares

• Prompt the reader to share

• Post to twitter, facebook, reddit,

google+, stumbleupon

• Produce new content regularly

• Know your audience and WHERE to

reach it

9- Repurpose your work

• Use portion of your text in blog

posts, Facebook posts, news

release, web pages, etc.

• Do an infographic, if appropriate. Post it

to social medias.

• Create a youTube/vimeo video talking

about your publication or the topic of it

• Create a presentation about it and post

it on slideshare

10- The importance of indexes

• A well indexed sitemap or library is key

• Make sure that your publication page

clearly and accurately describe your

content

• Every publication should be reachable

through at least one static link. So make

sure you projects’ pages links to your

publications

I Am SEO

(And So Can You!)