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SEO
SEO
The Bad, Good & Ugly
CHRIS
CHRIS
twitter.com/chrisgeorgiev

      Web Gravity
      StockPodium
        Client.bg
ONLINE MARKETING TRENDS
        Search is the King
ONLINE MARKETING TRENDS
        Search is the King
SEARCH ENGINE TRAFFIC
SEARCH ENGINE TRAFFIC

off-line media   online media


   49 %            80 %
OTHER TRAFFIC SOURCES
OTHER TRAFFIC SOURCES

references/links   27-30 %
  home page        20-25 %
    facebook       4-10 %
SEO?
SEO?
SEO?
#1 in Google
SEO?
#1 in Google
SEO?
      #1 in Google

second Coming for a dying
        industry
SEO?
      #1 in Google

second Coming for a dying
        industry
SEO?
        #1 in Google

 second Coming for a dying
         industry

 slotting specific words and
phrases into a piece simply to
  con people into reading it
WHAT IS SEO?
WHAT IS SEO?
IT’S A
PROCESS
IT’S A
     PROCESS
 1. Identify your audience and
            set targets

2. Get your site rank as high as
possible (off-page & on-page)

   3. Constantly track your
      progress and adjust
WHAT SEO IS
  NOT
WHAT SEO IS
  NOT
  Online advertising

    Public relations

      Free traffic

Writing a book for free
      download
SEO for journalists
SEO is important because it makes sure people can see your
                        content.
SEO for journalists
Journalism needs to discover how to make money again.
              And SEO is a part of that.
TO BE
SUCCESSFUL
  IN SEO
TO BE
SUCCESSFUL
  IN SEO
Understand how search
    engines work

Develop SEO strategy

   Think long term
SOME SEO TIPS
SOME SEO TIPS
WHAT DOES THE HEADLINE
       SAY (1)
WHAT DOES THE HEADLINE
        SAY (1)
• Suspect   Denies Killing Woman
  Who?

  Where?

  Is this in my town?

  Do I know this person?
WHAT DOES THE HEADLINE
       SAY (2)
WHAT DOES THE HEADLINE
        SAY (2)
• Victory   and Ruins
   that might be about anything
WHAT DOES THE HEADLINE
       SAY (3)
WHAT DOES THE HEADLINE
        SAY (3)

• Officials Vote   to End Talks
   Talks about what? Where?



• School   District Wrestles with Financial Questions
   Which school district? What financial questions?
HEADLINES FOR SEO
HEADLINES FOR SEO
• headline     is usually pulled into the "title" HTML element



• title   tag is what’s displayed as the link in search results


    30 %
 influence click through


• well-writtenheadlines should contain keywords that relate to
  the content to which they belong
THE HEADLINE SALES
THE HEADLINE SALES
• payspecial attention to sub-lines - include words that will grab
 readers attention (important for Facebook)

• first   line should contain keywords and key phrases

     43 %
influence on click through

• cite   reliable and trusted sources (include links)

• use    full names instead of abbreviations
GOOD HEADLINES
GOOD HEADLINES
• Good   headlines sell more
GOOD HEADLINES
• Good   headlines sell more

• Headlines   should explain your content well
GOOD HEADLINES
• Good   headlines sell more

• Headlines   should explain your content well

• Onlineheadlines are often displayed out of context and are
 the only thing you see of an article
GOOD HEADLINES
• Good   headlines sell more

• Headlines   should explain your content well

• Onlineheadlines are often displayed out of context and are
 the only thing you see of an article

•8   of 10 people skip your content but they read your headline
GOOD HEADLINES
• Good    headlines sell more

• Headlines   should explain your content well

• Onlineheadlines are often displayed out of context and are
 the only thing you see of an article

•8   of 10 people skip your content but they read your headline

• Your   headline is a motivator, it’s like a main window to a shop
GOOD HEADLINES
• Good     headlines sell more

• Headlines   should explain your content well

• Onlineheadlines are often displayed out of context and are
 the only thing you see of an article

•8   of 10 people skip your content but they read your headline

• Your   headline is a motivator, it’s like a main window to a shop

• You’ve   got 8 seconds to pitch
HEADLINE WRITING
HEADLINE WRITING
                                     hunger, thirst, shelter,
• Target   basic needs subheads        clothing and sex
• Target   safety and security            physical, emotional and
 needs                                       financial security
• Target   social (affiliation)
                                  love, affection, companionship
 needs
                                          and acceptance
• Target   esteem (self esteem)
                                    achievement, recognition,
                                      attention and respect
KEYWORDS OVER CLEVERNESS
KEYWORDS OVER CLEVERNESS
• writers
        would rather be clever
 and creative than clear

   “10 ways to blast belly fat”

• potential   monthly readers if
 you use:

   “lose weight” - 5 million

   “weight loss” - 16 million

   “diet” - 37 million
WHERE TO
   USE
KEYWORDS
WHERE TO
     USE
  KEYWORDS
• headlines
WHERE TO
     USE
  KEYWORDS
• headlines

• subheads
WHERE TO
     USE
  KEYWORDS
• headlines

• subheads

• captions
WHERE TO
     USE
  KEYWORDS
• headlines

• subheads

• captions

• boldface
USE PLAIN
 ENGLISH
USE PLAIN
     ENGLISH
Search engines don’t understand

• wordplay, puns

• metaphors

• “Mourning crowds converge
 on Vatican” vs.

• “Pope John Paul II dies in
 Vatican.”
LINKS MATTER
LINKS MATTER
• inbound    and outbound links

• collect
        quality links from good
 authority websites

• link   > banner

• choose    the rights text for the
 link

• 75%    of SEO = link building
GOOD
STORIES GET
   LINKS
GOOD
 STORIES GET
    LINKS
• be   scandalous

• be   creative or funny

• be   an expert

• news-breaker

• write   for your audience
SEO AND
SOCIAL MEDIA
SEO AND
SOCIAL MEDIA
• headlines   - attractive for
 Facebook

• firstsentence - 140 symbols to
 fit in Twitter

• use
    pictures and video to
 make your point

• bean active social user
 yourself
THANK YOU!
THANK YOU!
      Questions?




chris.georgiev@gmail.com

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SEO for journalists

  • 1. SEO
  • 4. CHRIS twitter.com/chrisgeorgiev Web Gravity StockPodium Client.bg
  • 5. ONLINE MARKETING TRENDS Search is the King
  • 6. ONLINE MARKETING TRENDS Search is the King
  • 8. SEARCH ENGINE TRAFFIC off-line media online media 49 % 80 %
  • 10. OTHER TRAFFIC SOURCES references/links 27-30 % home page 20-25 % facebook 4-10 %
  • 11. SEO?
  • 12. SEO?
  • 15. SEO? #1 in Google second Coming for a dying industry
  • 16. SEO? #1 in Google second Coming for a dying industry
  • 17. SEO? #1 in Google second Coming for a dying industry slotting specific words and phrases into a piece simply to con people into reading it
  • 21. IT’S A PROCESS 1. Identify your audience and set targets 2. Get your site rank as high as possible (off-page & on-page) 3. Constantly track your progress and adjust
  • 22. WHAT SEO IS NOT
  • 23. WHAT SEO IS NOT Online advertising Public relations Free traffic Writing a book for free download
  • 25. SEO is important because it makes sure people can see your content.
  • 27. Journalism needs to discover how to make money again. And SEO is a part of that.
  • 29. TO BE SUCCESSFUL IN SEO Understand how search engines work Develop SEO strategy Think long term
  • 32. WHAT DOES THE HEADLINE SAY (1)
  • 33. WHAT DOES THE HEADLINE SAY (1) • Suspect Denies Killing Woman Who? Where? Is this in my town? Do I know this person?
  • 34. WHAT DOES THE HEADLINE SAY (2)
  • 35. WHAT DOES THE HEADLINE SAY (2) • Victory and Ruins that might be about anything
  • 36. WHAT DOES THE HEADLINE SAY (3)
  • 37. WHAT DOES THE HEADLINE SAY (3) • Officials Vote to End Talks Talks about what? Where? • School District Wrestles with Financial Questions Which school district? What financial questions?
  • 39. HEADLINES FOR SEO • headline is usually pulled into the "title" HTML element • title tag is what’s displayed as the link in search results 30 % influence click through • well-writtenheadlines should contain keywords that relate to the content to which they belong
  • 41. THE HEADLINE SALES • payspecial attention to sub-lines - include words that will grab readers attention (important for Facebook) • first line should contain keywords and key phrases 43 % influence on click through • cite reliable and trusted sources (include links) • use full names instead of abbreviations
  • 43. GOOD HEADLINES • Good headlines sell more
  • 44. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well
  • 45. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article
  • 46. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline
  • 47. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline • Your headline is a motivator, it’s like a main window to a shop
  • 48. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline • Your headline is a motivator, it’s like a main window to a shop • You’ve got 8 seconds to pitch
  • 50. HEADLINE WRITING hunger, thirst, shelter, • Target basic needs subheads clothing and sex • Target safety and security physical, emotional and needs financial security • Target social (affiliation) love, affection, companionship needs and acceptance • Target esteem (self esteem) achievement, recognition, attention and respect
  • 52. KEYWORDS OVER CLEVERNESS • writers would rather be clever and creative than clear “10 ways to blast belly fat” • potential monthly readers if you use: “lose weight” - 5 million “weight loss” - 16 million “diet” - 37 million
  • 53. WHERE TO USE KEYWORDS
  • 54. WHERE TO USE KEYWORDS • headlines
  • 55. WHERE TO USE KEYWORDS • headlines • subheads
  • 56. WHERE TO USE KEYWORDS • headlines • subheads • captions
  • 57. WHERE TO USE KEYWORDS • headlines • subheads • captions • boldface
  • 59. USE PLAIN ENGLISH Search engines don’t understand • wordplay, puns • metaphors • “Mourning crowds converge on Vatican” vs. • “Pope John Paul II dies in Vatican.”
  • 61. LINKS MATTER • inbound and outbound links • collect quality links from good authority websites • link > banner • choose the rights text for the link • 75% of SEO = link building
  • 63. GOOD STORIES GET LINKS • be scandalous • be creative or funny • be an expert • news-breaker • write for your audience
  • 65. SEO AND SOCIAL MEDIA • headlines - attractive for Facebook • firstsentence - 140 symbols to fit in Twitter • use pictures and video to make your point • bean active social user yourself
  • 67. THANK YOU! Questions? chris.georgiev@gmail.com

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