seo: helping people find your work

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These slides are for a workshop on SEO

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Page 1: SEO: Helping People Find Your Work

SEO: Helping PeopleFind Your Work

Steve ButtryBennington Banner

March 21, 2013

Page 2: SEO: Helping People Find Your Work

Read more about it• stevebuttry.wordpress.com (#twutorial)• slideshare.net/stevebuttry• @stevebuttry• [email protected]

Page 3: SEO: Helping People Find Your Work

Keys to SEO• Relevance• Keywords in headline• Keywords in story (best in lead)• Understand how people are searching• Relevant links

Page 4: SEO: Helping People Find Your Work

Relevance rulesKeep SEO in mind as you write, but …• Relevance matters; popular but

irrelevant keywords can hurt you• Quality matters• Social matters, too, and people share

good reads• Relevance matters in links

Page 5: SEO: Helping People Find Your Work

Keywords in headline• What words would you use to search for

this post?• Use those words in headline• If possible, start headline w/ key phrase• Check Google Trends• Use full names• (VIDEO) in headline

Page 6: SEO: Helping People Find Your Work

Keywords in headline• Use location names:(Vermont, not

“state”• No puns (unless you can do it with

keywords)• Headline needs to be enticing w/

keywords• Google stops reading after 65 characters

Page 7: SEO: Helping People Find Your Work

Keywords in lead• Most important: good lead• Sharing drives traffic, too, so don’t write

for search engine• Edit for search engine; would search

terms help or hurt original lead?• If keywords don’t work in lead, be sure

head is strong & use them high

Page 8: SEO: Helping People Find Your Work

Fill in metadata• “Blurb” field in NGPS• Fill in keyword-rich SEO descriptions,

cutlines, etc. for photos, videos• Alternate text for images

Page 9: SEO: Helping People Find Your Work

Links help people find you• Relevant outbound links boost

Googlejuice• Pingbacks bring you inbound links &

boost Googlejuice• Add links as you do research• Use relevant anchor text (not “click

here”)

Page 10: SEO: Helping People Find Your Work

Don’t forget internal links• Link to earlier stories on your site• Go back and link earlier stories to

updates• Internal links drive more views directly • Internal links help SEO

Page 11: SEO: Helping People Find Your Work

Links provide:• Attribution• Context• Authority• Credibility

Consider whether context implies endorsement of linked views/content

Page 12: SEO: Helping People Find Your Work

Reach a wider audience• Effective use of social media (Facebook,

Twitter, YouTube, Foursquare, etc.)• Relevant comments (w/ links) on related

blogs• Emails/tweets/#hashtags call to attention

of influencers

Page 13: SEO: Helping People Find Your Work

Write 2 headlines• Write a headline for a story you’re

working on• Find an ineffective headline on your site

& strengthen its SEO

Page 14: SEO: Helping People Find Your Work

Read more about it• stevebuttry.wordpress.com (#twutorial)• slideshare.net/stevebuttry• @stevebuttry• [email protected] • zombiejournalism.com