Help People “See”

Serena Carpenterhttp://

serenacarpenter.com@drcarp

What is SEO?

Search Engine Optimization (SEO)Optimizing a website for search engines so people can find your content

Everybody Searches!

Speaking the Language of Your Customer

25/75 rule (or 20/80 rule)On-page elements and marketing

25% of SEO (page) (Hubspot)

Page Title

Headings

Page text Bold

First few sentences

First few words (50-100, but hopefully even sooner) of a page's text content.

25% of SEO = (code)

Meta tags http://www.public.asu.edu/~smwester/shann

awester URL

• Alt text on images/video (img file name & alt tags)

• No HTML• Search engines can’t read text in images, Flash, video• Need description tag

Attach text to multimedia/animation

75% of SEO = Marketing(Hubspot)

Social media can help brand’s overall search presence

Recommendation from friends “I know Mike Smith.” “Mike Smith is a marketing expert.”

Links to your site are online recommendations Use social media and comments to encourage

people link to you

SEO Tips

Use the language of your customer/reader Make sure your text is extractable

Thoughtful use of multimedia (Flash, JavaScript, video)

Provide the most relevant, useful info Share (and gain links)

Finding Keywords Google Trends Google Insights for Search Twitter Streamgraphs

Streams last 1000 wordsrelated to search word

Google Adwords

Make it easy to scanClean hands prevent

infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment.

• Clean hands prevent infections and illness.

• Wash hands before:• Preparing food.

• Wash hands after:• Changing diapers• Handling uncooked meat

and poultry.• Coughing, sneezing, or

blowing one's nose into a tissue.

• Using the bathroom.• Touching animals.

Make it easy to scanClean hands prevent

infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment.

• Clean hands prevent infections and illness.

• Wash hands before:• Preparing food.

• Wash hands after:• Changing diapers• Handling uncooked meat

and poultry.• Coughing, sneezing, or

blowing one's nose into a tissue.

• Using the bathroom.• Touching animals.

User don’t read. They scan.

Write for Human Searchers Rule of 2

Two words of headlines Two words of sentence Two paragraphs

Searchable Headlines Don't use puns, metaphors or wordplay Frontload with keywords First 45 - 60 characters

Summary Deck

Brief summary under headline

Structure

Shorter articles 300-400 words 600-800 words

Short sentences Subject-Verb-Object One idea per sentence (which, and)

Two sentences or eliminate words Broadcast & print

Single-spaced One space between paragraphs

Text Formatting

Paragraph chunks 1 – 3 sentences Don’t indent

Subheadings If text exceeds 300

words or more

Pull quotes

Lists

Lists

Providing a Service Contact info

Stats Background Information

History Instructions

Write concise• Go back and edit

• Don’t start with “There are/is”• Delete “very”• Delete “of the”• Delete “always” “existing”• Just “to” and not “if you want to” or “in order to”

• ACTIVE voice – Home prices fall. Home prices crash.

• Periods and commas inside quotation marks• No punctuation in headlines

Information Scatter What is a melanoma?

Information Scatter What is a melanoma?

What are the risks and preventive factors for melanoma? 728 unique pages (336 facts)

Linking

1 – 2 words Text around link should be

descriptive Link with purpose Link outbound No “click here” or full URLs

Photos

Video

Quality

1. Are we making our community feel better-informed or merely distracted?

2. Are we synthesizing information, or merely aggregating it?

3. How are we serving those who know [nothing | a lot] about the topic?

4. How are we managing our own info overload?

Blogs About or Contact page

Email, pic, and bio Post (LOOK AT HANDOUT)

At least one link Original Writing Research

Stats Informational or entertainment value

Blogroll Comment

Comment URL and comment text

Class Lecture: 1) Branding and 2) social media

Buy your hard drives!!!!