PR and SEO

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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PR and SEO

Evaluate Your Website


How much traffic does your site get?


What are the most popular pages on your Web
site?


How long do users stay on your site?


From what pages do your users exit your site?


Is your Web site user
-
friendly?


How often do you update your Web site?


Is the most important information easy to find?

Look at Your Competitors


Look at Web sites of similar organizations


What do they have that you need to have?


Are they ranked higher than your
organization on major search engines?


How much traffic do they get?


What key words are they targeting?


Check out
Alexa

for traffic stats.

Usability


Navigation



Breadcrumbs


Consistency


Use white space.


Keep it simple.


BAD Sites:


Example 1


Example 2



Good Sites:



Webby Awards

Developing a Web Hierarchy


Similar to an outline


Start with a chart


Page title


Sub page title


Keywords


Summary of page contents


Copy


Links


Graphics


Example


Peabody Awards

Tips for Effective Web Sites


Avoid splash pages


Avoid duplicate content


Avoid Flash websites


Photos (JPG), logos (GIF)


Link internally


Limit special effects and animation

Tips for Effective Web Sites


Have legible text


Always have contact information


Display your privacy policy


Update content frequently


Keep writing concise, tight, snappy


Open external links in a new window so
users can easily return to your site.


Develop an Online PR
Strategy

What are your organization’s online goals?


Increase rankings


Increase traffic


Increase “conversions”


Maintain positive relationships with publics


Combat negative opinions


Conduct research


Obtain feedback

Search Engine Optimization

The importance of search engine rankings:


49% of all Internet users access search
engines daily


Searching is 2
nd

most popular online activity
after email


94% of Internet visitors conducted a search
last quarter (Oct. 2010)


90% of users click on results in the first 2
pages

Why Do SEO?


Third party validation


No one uses the phone book!


Boost sales, awareness


Become an industry leader


Fight content with content


How Do Search Engines Work?


Bots or spiders crawl the web following links . . .


Building the index and cataloging keywords . . .


So search engines can retrieve results . . .


Based on relevance . . .


Which ultimately affects page rank.


How do search engines
work?


Getting Started


Check out
Alexa

for traffic stats.


Get the
Google Toolbar


Cached snapshot


Similar pages


Backward links

Generate and Use Keywords

What are keywords?


Keywords


Long
-
Tail keywords


Trophy keywords


Generate and Use Keywords


How do you find keywords?


Your Web analytics tool


Google AdWords Tool


Website submission tool


How do you decide which
keywords to use?


Pick 8 to 10 trophy keywords per site


Concentrate on 1 keyword phrase
per page


Generate and Use Keywords


Use keywords and phrases high on
the page (first 100
-
200 words)


Use variations of keyword phrases


Keep keyword density between 5
-
7%


Golf example


Never present text as a graphic!



Generate and Use Keywords

Use keywords in:



Meta tags


Title tag


Header tag


Meta description tag


Body text


Links





Alt tags


Sitemaps


Anchor links


Domain name


Image names


Get Indexed


Index vs. Web


Web crawlers and bots


Crawl text and links


Press Ctrl
-
A on a
Web page
to see what the
crawlers see


Important text for crawlers:


Title of the page


Content near the top of the page


Links


Sitemap

Get Indexed


Make sure every page allows bots to visit:

<meta name=“robots” content=“index, follow”>

<meta name=“googlebot” content=“index, follow” />


See which pages are indexed


search for:
site:domain.com


Submit your site to the search engines


Google Webmaster Central



Then visit
Google Analytics


Submit to
Yahoo!


Submit to
Bing


Submit to
DMOZ

(aka Open Directory Project)


Submit to
Alexa


Use a
website submission engine


Develop Your Link Building
Strategy


More links to your site = higher search
engine rankings


But, it’s not so simple


High quality links, high quantity of links
and site relevance determine rankings


Right link building


Where to Get Quality
Backlinks


Industry leaders,
associations


Charity sites


Places you sponsor


Old sites with
established domains


Chambers of
commerce, BBB



News and press
release sites


Blogs and forums


Quality articles


.
gov
, .
edu


Social media and
bookmarking sites


Customer review
sites

Consider Link Juice

What makes a link juicy?


Relevant to your content


Other links on the page are relevant


Page has been recently
cached


Page is respected


Page has multiple incoming links


Page has few outbound links


Page and links have been around for a
long
time


Develop Your Link Building
Strategy


Link to other relevant sites on the Web


Link internally


site maps


bread crumbs


Link to the sites you want to link to you


Email site owner to politely request a link
(and show where you’ve linked to them)



Develop Your Link Building
Strategy


See who’s linking to you already:


Check out Alexa


Google: “+www.examplesite.+com” or
Link:domain.com


Ex:
“+www.dreamlandbbq.+com”

or
Link:dreamlandbbq.com


Yahoo: linkdomain:examplesite.com


Bing: link: examplesite.com

Search Engine Optimization

Remember:


You want traffic, but traffic that’s interested in
your organization


Content must be relevant to keep publics
interested
-

WIIFM?


Anticipate publics’ needs, interests, questions
and then write optimized content


Every page is now your homepage


Make sure a call to action is on every page of
your Web site (purchase, sign
-
up, register,
etc.)


Search Engine Optimization

Remember:


Good, strong, relevant content is rewarded


Keyword list should remain current


Do the “(your organization) sucks” test


Kryptonite locks


Dell


SEO can be part of a crisis management plan


Fight content with content

Search Engine Optimization


Search engines






Strong, relevant, fresh content



Frequently updated content


Well structured site architecture


Intelligent link structure


Algorithms change
-

so SEO should be an
ongoing process


You need a
content strategy

to keep
content fresh

Content Development
Strategy

What is good content?


Covers one subject per page


Follows proper grammar and spelling rules


Updated frequently


Short, easy to digest paragraphs


Keywords sprinkled throughout


many
focused at the top of the page


Induces repeat visitors


Generates links

Ways to Add Content


User
-
generated content


comments, reviews


Images


Videos


Press releases


White papers


News articles (used
with permission)


Case studies


Podcasts


How
-
to’s


User tips for products or
services


Transcripts from videos


Quiz, polls or test


Research reports


New site sections for
products, departments,
services


Before and afters


Start a blog!

Other Ways to Get Traffic

Add your site to directories:


Yelp.com


InsiderPages


Yahoo Local


CitySearch


Superpages


Other general directories (Starting Point,
ExactSeek, and Best of the Web)

Other Ways to Get Traffic


Social media


Blogs


Buying ads on
Google

and
Yahoo!


Viral videos


Contests


Promotions


Emails, newsletters


Online only content


What NOT to Do


Link farms


Keyword stuffing


Duplicate content


Lack of original content


Hidden text and links


Deceptive titles


Machine
-
generated pages


Copyright violators