This document provides an overview of search engine optimization (SEO) best practices for optimizing website content. It discusses techniques like including keywords in page titles, meta descriptions, headlines, and body text. It also emphasizes the importance of internal and external links for improving search engine rankings. The document provides recommendations like writing quality content, analyzing competitors, and using analytics tools to track SEO performance over time.
5. Organic Search vs. Paid
ORGANIC
PAID
70% of visitors click on Organic listings, 30% to Paid.
6. SEO (search engine optimization)
Search engine optimization (SEO) refers to
techniques you can use to improve the
visibility of a Web site or a Web page in
search engines
7. “Really, j-schools need to ditch AP style and start teaching
their students SEO instead. More valuable to their careers.”
-Robert Niles, The Online Journalism Review
8. “SEO will help you gain new readers online. AP style will
not. If you need new readers to make money, then SEO
will help you more than AP style. That's it. It's just the
reality of publishing online today. You can either adapt
and accommodate it, or shake your fist at it and resist.”
-Robert Niles, The Online Journalism Review
11. The meta tags are important because Google may use them as snippets for your pages.
Google doesn’t take metatags as a variable for ranking, BUT it is important for conversions.
In other words, what people read may entice them to click onto your site. Therefore, write
compelling copy for your metatags.
13. How search engines read Web pages
• Page title
• Headline
• Description
• Story
• Related links
The first line of the search result comes from the <title> tag. You need to make
sure your title tag has the keywords people use to find you or the content of your story.
14. White hat SEO: search engine
optimization according to rules
Black hat SEO: cloaking, link farms
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17. Create easy to read descriptive URLs
1. When you publish your web page be sure to have the keyword(s) in the
URL.
2. Keep the URL simple
www.upi.com/science-new/moon-landing
Not
www.upi.com/science?=839302ei=?sourceid=1lsls
You should not have more than three parameters in a URL, crawlers have a
hard time reading these. Try to make your URL readable for humans as well
as bots.
Create URL structures that make sense: Cars / Fords / Mustangs/
Convertibles
18. SEO best practices
• Write information-rich stories that people will
want to read and link to
• Link to sites that are relevant to your article,
Web site
19. Things important for search engines
• Google Pagerank (PR)
• Links
• Anchor text
20. Google Pagerank (PR): Google assigns weight/ranking to Web
pages based on number, quality, authoritativevess
• 10
• 9
• 8
• 7
• 6
• 5
• 4
• 3
• 2
• 1
• 0
21. Link to your story is like a vote of confidence
The more authoritative the Web sites that link to your Web
site/page, the more important the search engines will think it is.
The most authoritative sites include .edu .gov .org
Google
PageRank
23. Links are like a vote for your site.
The more relevant, quality links you get the better your
site will rank.
One valid link from CNN.com > 10,000 links from a PR1
news blog
500 links from automotive websites for a fashion site will
not help your case.
24. How do you get links?
• Ask site owners of relevant sites to link to you. In exchange you could link
back, but I don’t highly recommend reciprocation. It’s better to get one-
way links.
• The best to reach site owners in my experience is not by email. Call.
Usually a number is on their website, or you could get their details from
DNS lookup.
• Contribute to forums and link back to your own site.
• Write interesting articles that could go viral such as a top 10 list. When a
list becomes viral you’ll receive a lot of links from referring sites.
• Buy links from reputable sites with high PageRank.
25. Anchor Text
Optimize your Anchor Text to improve:
- Branding
- Keyword Ranking
UPIU is a good journalism mentoring site.
Click here to view a good journalism mentoring site.
32. Competitive Analysis
Type in the keyword that you want to rank for. Analyze the #1,2,3 positions
for the following:
• Age of domain
• Keyword in title
• Number of times keyword used in the body
• Number of back links
• Quality of back links
• PageRank
• Keywords in alt tags
When you can determine these elements you need to
compare point by point to your site. If you beat them in
all these areas you wll likely take over their position.
33. What is your Web site about?
• Build keyword list
– Google Keywords
– Google Trends
– Google Wonderwheel
– ~keyword
34. Recommendations
1. Write great content. Good quality content
always surfaces to the top.
2. Get links
3. Organize your site, URL, title, keywords, alt
tags, etc.
4. Study your competition – status quo
5. Analyze your data using analytic tools