Download - How to Make Sure Your Content is Found
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Presented by: Susan Brake, Development Counsellors International August 14, 2014
How to Make Sure Your Content is Found
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But, First…
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Indiana Jones wants to talk about the difference between
classic and old school
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Classic:
The Holy Grail. According to Indy, it’s best we preserve this so that all ages understand its importance…
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Old School. Indy says this should never see the light of day again.
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The Same Theory Applies
in Marketing Your Website
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SEO Tactics Best Left in the Past
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9
Google Reacts
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10
Major Updates
Florida (2003) – Links Matter
Jagger (2005) – Low Quality Links
Big Daddy (2005) – Duplicate Content
Universal Search (2007) – News, Video, Photos, Etc.
Caffeine (2009) – Importance of Speed
Social Signals (2010) – Content Sharing is Crucial
Panda (2011) – Site Quality & Content Farms
Penguin (2012) – Over Optimization
Hummingbird (2013) – Brand New Engine
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Effects of PandaBasic Optimization Still Allowed
Content Farms Outlawed
Human-Centric (Based on Analytics)
Ad-to-Content Ratios Measured
Traffic, Popularity, Links Emphasized
The Golden Rule: If People Like It, Google Likes It
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Classic Tips
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Get to Know One Another
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2Getting to Know the Basics of SEO
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15
FRAMES
GRAPHIC TEXT
EXCESSIVE SCRIPT
FLASH
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• Analyze Keywords
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• Analyze Keywords• Follow Basic Optimization Steps – Title Tags–Meta Descriptions– Alt Images – Page Content
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Title Tags:• 64 characters or less• Include | instead of comma• Place important keywords toward
front• Make each title tag unique
Title Tags
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• 160 characters or less• Write compelling copy• Include one keyword• Make each meta description
unique
Meta Description
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• 150 characters or less
• Text should describe image and include keywords
• Make each ALT Tag unique
ALT Image Tag
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Page Content
• Use keyword once prominently near top (header)
• Use keyword 2-4 times in body
• Avoid “click here”• Include appropriate calls-
to-action• Internal linking
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• Content Marketing – Saves the Day
Send Love Letters
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Content marketing is . . .a marketing technique of creating
and distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience – with the objective of driving profitable
customer action.
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Content Marketing is Nothing New..
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Challenges with Content
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Engaging Content….
Educates: Answers common questions
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Engaging Content…
1. Educates2. Evokes some sort of emotion
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A Tale of Two Videos
“This is My Kentucky” “Kentucky Kicks Ass”
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Engaging Content
1. Educates2. Evokes some sort of emotion3. Is Useful
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Don’t Limit Your Communication
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Repurpose, repurpose, repurpose
Broadcast your Message
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Consider Natural Digital Planning
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Plan for the Expected Content Format Promotion Date
Annual Report Download Social Media, Video Interviews, 8 blogs, Infographics, Presentation
June 20
Store Opening In-Person Event Press Release, Social Media, Blog, Video
July 1
Positive Coverage in Regional Paper
News Article Social Media, Blog, e-Newsletter
TBD
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Remember the Classics to Make Sure Your Content is Found
Consider Natural Digital PlanningBroadcast your Message
Get to Know One Another Send Love Letters Don’t Limit Communication
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If You Remember the ClassicsIndy (and Google) Will Love You
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Thank You!
Want to know how classic your website is? The first 5 to email me
will receive a basic audit of your site:
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A.