SEO means improving the visibility of your web site in search engines like GOOGLE, which is the way most people find your site in today’s web environment. SEO allows you to get more hits on your page through natural search results, aka unpaid.
First things you need to think about
- Who comes to my site NOW-demographic
- Why do they come to my site?
- What is the most popular thing on my site (Google Analytics or Review should tell you this)
- What do I WANT to be the most popular thing on my site/what do I want to get more attention on my site?
- What kind of marketing am I doing now to get people to see my articles
- Goals: What audience do we want, how big of an audience, and what do we want to be the “draw” of the site
Most Popular sites today and why
- The most popular sites today (traffic wise) are search engines and social media sites. They include Google, Yahoo, Facebook, Youtube, Blogger, Wikipedia, and Twitter
- Why do they get the most hits? #1—b/c they are excellent search engines/easy ways to get information you want fast. #2 B/c they promote interactivity, they are a part of the “social media” lifestyle and they get you committed.
- Applying it to you—you need to make sure your site gives your target audience what it wants from you in an easy way and you need to promote interactivity to establish some loyalty/commitment to the site.
- Most popular think tank site (based on some Google searches): Heritage Foundation. Why? My guess is b/c they have targeted their audience, given them the content they want (and can only get there) and provide some interactivity.
Ways to improve your SEO-Marketing Outlook
- Know your audience and give them a lot of what they want. Do they come to the site b/c of a particular issue? Nail that issue on the head and give them ways to spread it around to their friends on social media.
- Think to yourself-what do I Google? What kind of phrases do you Google—like “Top 10 election lies,” “Economic experts on immigration,” etc and incorporate those phrases into your URL titles (which are the titles you come up with in your headlines)
- Use social media to your advantage but do not come off as a used car salesman. Target certain groups, media and leaders that would be interested in your issue.
- To find target followers—see who similar orgs are following and follow them but don’t bombard them with ads for your organization via @’s or DMs. Give them a taste of what they want but don’t force it in their mouths.
- On Facebook-announce upcoming events, give away prizes for joining and facilitate dialogue on each post through “comments”
- Promote your video projects on the home page and send out a notice about them in your newsletters (I get them, so I’ll know!)
- Use lists! People Google lists all the time and those will pop up first.
- Have your fellow colleagues and interns promote site content on their personal social media. Nothing’s more convincing than the recommendation of a friend.
Ways to improve your SEO-Tweaking your website
- Search for your Twitter audience using popular hashtags either by issue #iranelection or news event #midterm. Go to hashtags.org for a starting point. But the best way to use a good hashtag is see what others who cover what you cover are using and join those conversations.
- Use tags on your website when posting stories as your personal branding. Do you want to be the go-to source for a certain issue, expert or trend? On every post, tag the story with whatever keyword you want to be associated with.
- When using multimedia—like a photo, image or graphic, people won’t find it in a search if the description or title is built into that multimedia. You have to label them in the body of the text for it to show up in searches.
- LINKS LINKS LINKS! Do not put a hyperlink on “click here.” Rather, hyperlink the keyword you want people to find when they type it in a search. Add lots of links!
- Your title: Make your title search friendly with keywords, phrases and names that will be searchable. In AP style you’re supposed to only put someone’s last name, but SEO calls for full names.
- To show up in area specific searches, you need to specify the location in the body of the text.like instead of “the store,” say “the Houston store,” etc.
- Make sure your URLs in each post aren’t a bunch of mumbo jumbo. From what I understand you can change the URL of a post on most CMS platforms. If your URL is something like http://www.ladannekoomaram/top-10-ways-to-get-fit that will show up more likely than http://www.ladannekoomaram.com/article-13453234. Likewise, when you create URL names, put hyphens in between in each word instead of having them run together.
- Always remember, if you spend a lot of time on a video or fancy piece of flash, it is unsearchable. Put what you need in text too.
- Search spiders love UPDATES, so make sure to update frequently and link to other popular sites that cover what you do. If you get picked up and linked from another popular site, that’s free traffic for you. The best way to get noticed is by the recommendation of someone trusted which is what happens when you get linked by someone or put on their blogroll.
- Surround your links with relevant, descriptive text
- Don’t overuse keywords b/c if a spider sees the word being used too much in an abnormal way, it will count against you.
- People don’t usually read a site for more than five seconds, so give them something clean, visually pleasing and a great lead “above the fold” on the left side. People read screens in the shape of an F (left to right then down).
- Always put captions with images
- Never underestimate the power of the “share” feature, comments and social media
- Your “about” page should have good links, tags and keywords that will make it so your site comes up in relevant searches or similar searches
- If you want more details, I found a great “Beginners Guide to SEO” which is free online, but lengthy http://guides.seomoz.org/beginners-guide-to-search-engine-optimization