The document discusses how to make SEO an integral part of a community strategy. It recommends conducting keyword research to understand what language users search for related to the community. It also recommends optimizing content on the site and social media shares to include relevant keywords and make content easily discoverable. Setting up Open Graph and Twitter cards is suggested to improve social sharing of content. Broken links should be fixed and temporary redirects changed to permanent to pass more authority. Evergreen content should be updated and kept under the same URL to continuously earn new social shares and links over time. Regular checks should also be run to ensure everything is crawlable by search engines.
66. Twitter Card code
!
<!-- Twitter card data -->!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:site" content="@twitterhandle">!
!
<meta name="twitter:creator" content="@AuthorTwitter”> !
!
<meta name="twitter:title" content=”Title specific to
Twitter – short works great!">!
!
<meta name="twitter:description" content=”Remember this is
being shared on Twitter, make it enticing to the FB user.">!
!
<meta name="twitter:image" content=”image URL for the image
you want to display">!
!
@jennita #FBSprint
83. Got it. But what if
we already have a
bunch of links
*and* social shares?
84. Got it. But what if
we already have a
bunch of links?
Ok. Let’s make sure
they’re working!
85. Find & fix broken links
Psst… Picking on
a fellow speaker
@jennita #FBSprint
86. Open Site Explorer - Top Pages
These pages return 404
page not found error.
@jennita #FBSprint
87. Any low-hanging fruit?
This one has 31 links
from 7 different websites
@jennita #FBSprint
88. Ok, this one looks easy!
This page, links to
http://www.fitbit.com/%E2%80%8E
instead of http://www.fitbit.com/
@jennita #FBSprint
89. Send the author an email
Hi! Would you mind
fixing this link?
Thanks!
@jennita #FBSprint
90. Go back and fix the next one!
Another page with
several good backlinks
@jennita #FBSprint
91. Then temporary redirects
These pages do a 302
(temporary) redirect. You
want a 301 (permanent)
redirect instead.
@jennita #FBSprint
92. Then temporary redirects
Holy shmoly! This page
has 424 links from 134
different sites.
@jennita #FBSprint
93. Then temporary redirects
Simply changing this
302 to a 301 will help
increase your authority.
@jennita #FBSprint
94. Email your dev right away
Hi! Can you fix this
from 302s to 301? It
will help us show
up in Google better.
Cool. I’ll get that on
my list to change.
Will let you know
when it’s done!
@jennita #FBSprint
107. Checklist
q Integrate keyword research &
optimization
q Longtail FTW
q Set up Open Graph + Twitter cards for
easy sharing
q Social assists Search
q Fix links to increase authority
q Remember evergreen content
q Run checks for crawlability
q Make friends with your SEO & dev!
111. Tools Mentioned
Ø Google History Lookup
Ø Google Suggest
Ø Keywordtool.io
Ø Followerwonk
Ø Open Site Explorer
Ø Open Graph
Ø Facebook Debugger
Ø Twitter Cards
Ø Screaming Frog Spider
Ø Moz Analytics
112. Resources
Ø Beginner’s Guide to SEO
http://moz.com/beginners-guide-to-seo
Ø 7 Advanced SEO Concepts
http://moz.com/blog/7-advanced-SEO-concepts
Ø Visual Guide to Keyword Targeting
http://moz.com/blog/visual-guide-to-keyword-targeting-
onpage-optimization