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Optimizing Content with SEO and Social Media

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Understanding the nature of how data is structured on the web, and how search engines work - helps us to underpin our knowledge on how to improve our search and social media presence. This talk was delivered at Outreach Digital. A volunteer organisation that seeks to share and promote learning to new and interested digital marketers.

Publié dans : Business
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Optimizing Content with SEO and Social Media

  1. 1. Get Your Content Out
  2. 2. “Either write something worth reading or do something worth writing about” – Benjamin Franklin @NicholaStott theMediaFlow
  3. 3. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  4. 4. Classification Systems
  5. 5. Linnaen Taxonomy Chordata Vertebrata Mammalia Primates
  6. 6. Dewey Decimal 000-900 subdivisions A-Z Class Table “Relativ index”
  7. 7. Hierarchical and Familial
  8. 8. “Linked data is the semantic web done right” – Tim Berners-Lee
  9. 9. @NicholaStott theMediaFlow
  10. 10. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  11. 11. Neat and Tidy Site IA
  12. 12. Keywords & Mark-up
  13. 13. Know Your SERP
  14. 14. • Title tag • URL • Meta description (emphasis by Google) • Image Results Snippet
  15. 15. Rich Snippet • TDUI PLUS… • Star ratings • Cooking time • Calories
  16. 16. Title Tag • Front load (the keyword) • Limited to 512 pixels • Around 55 characters • Avoid weird symbols • Brand name at the end • Drop brand name for long keywords • Use Yoast SEO Plugin for Wordpress
  17. 17. URL • Only the keyword • No noise words • Brief • Use hyphen to separate/avoid weird symbols
  18. 18. Description • Incorporate (the keyword) • Entice the reader • Write naturally, but snappy (ad copy) • Around 155 characters • Not a ranking factor • Impacts CTR
  19. 19. Image Optimisation • Descriptive filename (use KW) • Optimise the image title • Alt text (assistive technologies)
  20. 20. Semantic Data
  21. 21. Semantic Mark-up • RDFa, Microformats • Schema (protocol and convention) • Schema.org • Data highlighter tool (Google only) • Search “Google data highlighter”
  22. 22. Recipe Schema
  23. 23. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  24. 24. 1.Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories “Sticky” Ideas
  25. 25. “Viral” Characteristics 1.Social Currency 2.Triggers 3.Emotion 4.Public 5.Practical Value 6.Stories @NicholaStott theMediaFlow
  26. 26. Resonate
  27. 27. Indexed Web Optimising Pages What Gets Shared Discovery Mechanics @NicholaStott theMediaFlow
  28. 28. Finding & Sharing
  29. 29. Advanced Query Operators
  30. 30. site:
  31. 31. “search term”
  32. 32. - And +
  33. 33. Combo
  34. 34. • Content ideas • Places to engage • Questions to answer
  35. 35. Twitter
  36. 36. Instagram
  37. 37. Sharing
  38. 38. Tips Before Sharing • Observe • Interact • Be useful • Use hashtags • Be consistent • Measure
  39. 39. Ask me about… tools? Measurements? Content ideas? Why am I obsessed with Instagram? @NicholaStott theMediaFlow

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