1. with Deltina Hay @deltina.com A Webinar for Online Discoverability

2. Webinar based on the online course: Search and Social Media Optimization Essentials Available through your Coggno Partner Online Discoverability 3. Developer, small business owner, publisher, author, and professor Author of three books on social media, the mobile web, and search optimization Her first book, going into its third edition, is used as a textbook by colleges and universities, worldwide Developed Drury University's social media certificate program Teaches online courses to thousands of existing students Board Chair of the Independent Book Publishers Association: http://ibpa-online.org About Deltina Hay Online Discoverability 4. Optimize for Search Optimize for Conversion Optimize for Sharing How to get found: Online Discoverability 5. Research relevant keywords Optimize content for traditional search engines Optimize for universal search databases Optimizing for Search Online Discoverability 6. Make your content look good in search listings Include review and product information Make your content shine on social media platforms Optimizing for Sharing & Conversion Online Discoverability 7. Optimizing for Search Online Discoverability 8. Why Keywords Still Matter Keywords help us focus content in a way that is conducive to search, and gives us a consistent online presence We do not gather keywords so we can stuff them into our content Rather, we use them as a guide when creating web content In online descriptions and social media pages And as tags and categories in the social web Optimizing for Search 9. Finding Your Best Keywords Gather as much documentation about your product, service, or business as possible In our example, we use the media kit for an upcoming book Create a temporary HTML page or press release from the content Make it at least 350 words, preferably 700 to 1,000 An online press release works well for this process Plug the page into Google Adword's keyword planning tool Optimizing for Search 10. Where to Use Keywords As the focus of static web pages As blog post topics As topics for guest posts and articles As search terms for finding guest posting opportunities Within social media profiles, descriptions, and about areas As social media tags and categories where applicable Within product, service, or company descriptions you post online Optimizing for Search 11. Optimizing Web Page/Blog Post Content Optimize for keywords Optimize images and other embedded media Optimize outgoing links Optimizing for Search 12. Optimizing for Keywords We focus on only one keyword phrase on any given web page or blog post We only intentionally place the phrase in the title of the page or post, and again in the first paragraph The rest of the page or post should flow naturally Optimizing for Search 13. Keyword Placement Target keyword phrase: wife has cancer The keyword phrase is in the title And in the first paragraph The body text is written naturally from the book's press release Optimizing for Search 14. Optimizing Images There are three elements you want to optimize when embedding images into a web page or a blog post: The name of the image The title of the image The alt text of the image Use your focus keyword phrase within these elements Optimizing for Search 15. Optimizing Images Here we see the title text of an embedded image In the tool tip when we roll over it... Optimizing for Search 16. Image HTML Here is the actual HTML code of the embedded image Note that the name of the file, the title text, and the alt text all have the keyword phrase Optimizing for Search 17. WordPress Version Here is how the process will look when embedding an image in a CMS like WordPress The title and alt text will always be available to optimize Optimizing for Search 18. Optimizing Outgoing Links Outgoing links on a web page or blog post should be relevant to the content on the page! You can get what is called negative SEO for stuffing links into your content You also want to limit outgoing links to no more than one every one hundred words max Optimizing for Search 19. Optimizing Outgoing Links When embedding links in a web page or blog post, use keywords in: The anchor text of the link The link title Anchor text is the text that is clickable in an outgoing link Optimizing for Search 20. Link Optimization Here are some links on our optimized page The tool tip shows the keywords in the link title as we roll over it And the anchor text uses the keyword phrase as well Optimizing for Search 21. The HTML Here is the associated HTML for one of the links The title and anchor text contain the focus keywords Optimizing for Search 22. WordPress Version Here is how you would optimize a link in WordPress By adding a title with keywords and making sure the anchor text is optimized Optimizing for Search 23. Optimizing for Universal Search Databases Universal search areas are independent from the regular web search we typically do on Google Popular areas are image search video search and news search Optimizing for these search areas can be tackled one database at a time... Optimizing for Search 24. One Boxes But universal results aren't always contained in the search databases They also show up in regular search results As what are called one boxes Optimizing for Search 25. Image Search Mobile web book example... Using one of our target keyword phrases We dominate the first page in Google Image search Because we optimize every image we put online... Optimizing for Search 26. Video Search Landing at number one in video search is a good thing And is accomplished by making certain we use our best keywords in every video we post online Especially on YouTube Optimizing for Search 27. Book Search Some of the more specialized databases require a bit more work In order to get into the books database Your book needs to be available in Google Play Optimizing for Search 28. Shopping Search And to place in the shopping database Your products need to be in Google Merchant Or be for sale by an outlet within Google Merchant Optimizing for Search 29. Optimizing for Conversion Online Discoverability 30. Google Authorship Optimizing for Conversion 31. Google Authorship Google Authorship is a way for you to claim the online content you author This applies to your own blog posts... Optimizing for Conversion 32. Google Authorship As well as to any guest posts or articles you author online But...you need to use a special link that refers to your Google Plus profile And a corresponding link to the source... Optimizing for Conversion 33. Google Authorship Google walks you through this process... Showing you the proper reference to use And where to go in your profile to add the reciprocal link Optimizing for Conversion 34. Google Authorship Reciprocal links in a Google plus profile... Optimizing for Conversion 35. Google Authorship You can test any of your pages or posts Using Google's Structured Data Testing Tool Optimizing for Conversion 36. Rich Snippets and Microdata Optimizing for Conversion 37. Q&A with Deltina Hay @deltina.com for Online Discoverability 38. Rich Snippets Google Authorship is only one example of what Google calls Rich Snippets A Rich Snippet is a few extra lines of information Google will include in your search listings if you add structured data to your web pages Optimizing for Conversion 39. Structured Data and Schema.org Structured data is a term used to describe website content that is marked up with metadata (like microdata) that includes references to established vocabularies A vocabulary is a set of mark-up protocols or rules used to help search engines make sense of the content on your website The most popular of these vocabularies is Schema.org this vocabulary was developed by Google, Yahoo, and other top search engines Optimizing for Conversion 40. Rich Snippet Example Which of these listings looks the most appealing Which do you think would get the most click throughs? Optimizing for Conversion 41. Rich Snippet Example Web page and listing Before microdata markup Optimizing for Conversion 42. Rich Snippet Example Page source HTML With microdata added Optimizing for Conversion 43. Rich Snippet Example Web page and listing After microdata markup Optimizing for Conversion 44. Optimizing for Sharing Online Discoverability 45. Optimizing With Open Graph Optimizing for Sharing 46. Open Graph: Just more metadata Metadata can help your content look better when shared on social media sites In other words, how our content displays on social media platforms when it is shared by others Or, how social-media friendly it is Let's take a look... Optimizing for Sharing 47. Open Graph Open Graph is a protocol originally used by Facebook That allows us to add special metadata to our website content Making it more social- media friendly Optimizing for Sharing 48. What we want... Titles Descriptions Images Optimizing for Sharing 49. Before Open Graph Let's return to our previous example Here is how the page displays in Facebook when I share the URL Before adding Open Graph metadata Optimizing for Sharing 50. Before Open Graph And here is how it is displayed using HootSuite to share it Directly from the site... Optimizing for Sharing 51. Adding OG Metadata Here are the tags that are added to the page So it can display the way we want... Optimizing for Sharing 52. After Open Graph Here is how it displays when shared in Facebook With the OG meta tags in place Now, we control the title, description, and first image... Optimizing for Sharing 53. After Open Graph And, here is how it looks When shared with HootSuite... Optimizing for Sharing 54. WordPress Blogs and Sites Most blogging platforms like WordPress.com, automatically add the title, description, and featured image of a blog post to Open Graph metadata And self-hosted WordPress sites have many plugins to help you add Open Graph metadata to all the content on your site Optimizing for Sharing 55. Twitter Cards & Rich Pins Fun With Metadata 56. Twitter Cards Add Twitter-specific metadata to your content: Product pages, blog articles, etc. Use Twitter's card validator to get your content authorized Optimizing for Sharing 57. Pinterest Rich Pins Again, apply Pinterest's metadata to your content And their validator to authorize your site You need a Pinterest business account to do this... Optimizing for Sharing 58. Optimization example recap: Researched keywords based on real content Chose one keyword phrase to optimize for Used the phrase in the title and first paragraph Included keyword phrase in embedded images Used keyword phrase in anchor text of outgoing links Applied rich snippets and open graph metadata On first page in after a couple weeks... Conclusion 59. Additional Information Resources List of resources used in this webinar Downloadable version of these slides Links to be sent by Coggno 60. Q&A with Deltina Hay @deltina.com for Online Discoverability