Very rarely do people type in a URL any more when accessing information on the Web. Also, it’s becoming less and less common for people to go to a home page to access info. Google takes them directly to the page containing the details they desire. I never dreamt I’d be speaking search terms into a Droid, which would then show me links to text, photos and video on the topic. I don’t even need to type in the terms!
With this revolution has come the practice of Search Engine Optimization (SEO). It’s a way to get your web page, blog post, video clip, podcast and/or photo at the top of the listings when somebody Googles a term or keyword associated with it.
Rob Bunting, “czar” of the Cincinnati I-marketing Group, gave a friendly and informative overview about SEO at the May 24 Cincinnati Public Relations Society of America (PRSA) luncheon. Here is a video clip.
I tweeted from the event. You can check out my Twitter stream from May 24 at @MikeBoehmer57. Here are some tips that Rob shared:
- Think about the terms you are going to target, do keyword research if necessary
- Include search terms you want to come up for in a search engine in your content, especially:
- The page title (the title tag for the web page), keep to less than 72 characters
- The title/headline of press releases, blog posts, videos or other social media
- The META description tag: a 1-2 sentence summary of less than 170 characters
- In the rest of the text of your web page, release, etc.
- Tags field of blog posts, YouTube videos
- The names of pages, URLs (with words separated by dashes)
- ALT tags of images and file names of images (keyword.jpg)
He recommended that you “cross-link your website content, social sites using keywords in those links (“anchor text”) if possible.” Also: “Include links to related external sites, such as publications cited in a press release” and “try to get inbound links to your content–one way to do that is by commenting on other blogs.”
Rob listed these online SEO resources:
- Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
Look up search volumes of terms in Google and find similar terms to build your list
- SEObook.com http://tools.seobook.com/
A couple of useful free tools, including Rank Checker
- Pitch Engine http://www.pitchengine.com
Social media press release builder
- Create free business profiles on:
- Google Places http://google.com/places
- Yahoo Local http://listings.local.yahoo.com
- Bing Local https://ssl.bing.com/listings/ListingCenter.aspx
A big thanks to Rob for sharing this great info. Please feel free to share any tips you might have in the comments.