search engine optimization for volunteer prsa chapter
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Search Engine Optimizationor Learning to Speak Googlese
Volunteer PRSA Chapter
June 21, 2012
Bryan Campbell, ORAU
Anyone ever travelled overseas?
3 Things You Have to Learn to Say
Hello!
Habari yako!
(how are you?)Mzuri
(fine)
Goodbye.
Kwaheri.
Where’s the bathroom?!?!
Choo iko wapi?!?!?!
SEO
SEO is like a whole new language
you have to learn.
What is SEO?
What is SEO?
What is SEO?
the marketing round
Gini Dietrich, Marketing in the Round, Social Slam 2012
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
U.S. Market Share
Yahoo!13.4%
Microsoft15.4%
Google66.7%
Ask 3%
AOL 1%
Source: ComScore May 2012
At first it was like…
1998
2004
2009
• Laptop
• iPhone
• iPad
2011
Language Learning
Googlese
• One small problem
They change the rules of grammar every 14
hours or so.
Grammar
• Google’s algorithm has 200 variables (approx.)
• The weight of each can change automatically
or with human input
• Farmer, Panda, Penguin
Google Knows
• Your Location
• Your Behavior
• Your Peeps
3 Things
1. Keywords
http://flic.kr/p/6pD1Tz
Keywords
• 58% of all queries are 3 or more words
• 87% of all clicks are organic
• 100% of all statistics are debatable
Exercises…
http://flic.kr/p/83dMSW
…or exercises
http://flic.kr/p/6Vt94T
Keywords
• Figure out what they are BEFORE
– You write your news release
– You write your Web copy
– You write your talking points
2. On Page Factors
On Page Factors
• Titles
• Meta data
• Headlines
• Text
• Images
• Links
Titles
<head><title>My Most Awesome Page Title EVAR</title><head>
Titles
• Unique to every page, video, etc.
• 60 to 72 characters (6 to 12 words)
• Keywords front loaded
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
Headlines
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
Text
• 400-500 words is best practice for web pages
• Spread out keywords
Images
<img alt=“chillin”>
Links
• Use keywords as your linked text. Period.
3.7 billion results for “for more information click here”
5.5 billion results for “click here”
3. Relevancy
• Links
• Social
• User actions
“Relevancy is King.”-Amit Singhal, VP and Google Fellow May 2012
Internet Optimization
• Optimize EVERYTHING
– Web pages
– Videos
– Status updates
– Blog posts
– Office documents
– Everything
Case Study
Before After
Success
Last Words
• Change is the only constant
• Have good content
• NEVER buy links
• Optimize everything
THANKS!
bryan.campbell@orau.org
@heybeecee
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