Learn what SEO, or search engine optimization, means for local publishers and what common mistakes to avoid.

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2. Participation
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Type your questions into the
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3. Today’s Agenda
 What SEO means
 How to approach SEO
 How to optimize titles, excerpts, headers and
images effectively
 Linking strategy
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4. SEARCH ENGINE OPTIMIZATION (SEO)
is the process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search results
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-Wikipedia

5. How To Approach SEO
Technical SEO
You could spend all day every
day perfecting SEO
For local publishers this isn’t a
great use of time!
This is taken care of for you if
you’re using Locable’s
Community Content Engine
Practical SEO
There are still things you need
to do to ensure success though
Focus on creating great
content!
The 80/20 Rule
http://moz.com/learn/seo

6. NO MATTER HOW WELL YOU'VE DONE SEO
CONTENT THAT IS NOT PUBLISHED WILL
NOT RANK
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7. Titles, Excerpts, Headers and Images
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Title and description need to hook the reader!
Use headers to make the
article scanable and indicate
to Google what the article is
about.

8. Suggested Headline
Make Your Eldorado Hills Home a Green Home
Suggested Excerpt
Sacramento County sustainable living experts offer 15 tips for your eco-
friendly home
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What’s wrong with
this?
 Not localized
 Doesn’t “hook” the
reader
 So-so image
How could we improve it?

9. Title
Granite Bay Woman dedicated to
helping sex-trafficked children
Excerpt
Jenny Williamson is the CEO of
Courage Worldwide in Rocklin
Title
El Dorado Hills Babies, Cancer
Patients Beneficiaries of Mercy
Housing Group
Excerpt
El Dorado County Knitting Club
providing hats for Marshall
Medical patients
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10. Confidential 10
Optimizing Content Body
Enables Scanning
Less Information to Filter
Encourages Reading
Easier to Understand
Easier on the Eyes
 Break copy down into short
paragraphs
 Use lists to make more articles
scanable
 Make sure headers include
secondary keywords
 [Cross]-link where appropriate

11. Cross-linking
Effective Sites Optimize Articles, Events and Business Info
• Great for SEO
• Great for Discoverability
• Great for Advertisers
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Page
Article
Article Event Business
Event Event Event
Business
Article Event

12. Cross-linking How-To
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Use the lookup in the editor to link
events, businesses and even other
articles or pages.
You can insert a link or a snippet and
then edit as you see fit.
Tag businesses in articles
Events are automatically linked to & from
businesses when selecting a venue

13. Confidential 13
Columns
SPCA – Pet of the Week
PTA – News and Views
Faith – Passage of the Week
Sports – Local HS Beat
Economic Dev - “Downtown
Watch”
Guides
Pumpkin Patch Guide
Best Day/Weekend Trips
Entertainment Guide
Dining Guide
Gift Guides
Camps Guide
Guides and Columns are great for SEO!
Local focused titles and headers
Opportunity for local images
Links to local businesses and groups
Easy to break up into sections
Sponsorship Opportunities

14. FOCUS ON CREATING GREAT
CONTENT
Then follow the 80/20 rule to get the most
out of it!
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15. Helping You Reach Your Goals
Ask us how these programs can grow your business
We make it easier for you to do yourself:
 Community Content Engine (Tech)
 Training, Support and Resources
 A La Carte Fulfillment Services
 Additional Revenue Opportunities
Standard Membership
We do everything for you:
 Web Editor
 Community Manager
 Revenue Specialist
Publisher Concierge