Why do some products show up in search results with starred reviews? How do I get my profile image to appear in Google search results for every article I write? Why aren't my products listed in search engine shopping results? How do I control how my content looks when shared on Facebook? How do I format my web content to show more details on Twitter and Pinterest? Author and new media expert Deltina Hay answers these questions and more by demonstrating how to improve your content's online discoverability by optimizing for search, sharing, and conversion.

1. with Deltina Hay
@deltina.com
A Webinar for
Online Discoverability

2. Webinar based on the online course:
Search and Social Media Optimization Essentials
Available through your Coggno Partner
Online Discoverability

3. ➢ Developer, small business owner, publisher, author, and professor
➢ Author of three books on social media, the mobile web, and search
optimization
➢ Her first book, going into its third edition, is used as a textbook by
colleges and universities, worldwide
➢ Developed Drury University's social media certificate program
➢ Teaches online courses to thousands of existing students
➢ Board Chair of the Independent Book Publishers Association:
http://ibpa-online.org
About Deltina Hay
Online Discoverability

4. ➢ Optimize for Search
➢ Optimize for Conversion
➢ Optimize for Sharing
How to get found:
Online Discoverability

5. ➢ Research relevant keywords
➢ Optimize content for traditional search engines
➢ Optimize for universal search databases
Optimizing for Search
Online Discoverability

6. ➢ Make your content look good in search listings
➢ Include review and product information
➢ Make your content shine on social media platforms
Optimizing for Sharing & Conversion
Online Discoverability

7. Optimizing for Search
Online Discoverability

8. Why Keywords Still Matter
➢ Keywords help us focus content in a way that is conducive to
search, and gives us a consistent online presence
➢ We do not gather keywords so we can stuff them into our content
➢ Rather, we use them as a guide when creating web content
➢ In online descriptions and social media pages
➢ And as tags and categories in the social web
Optimizing for Search

9. Finding Your Best Keywords
➢ Gather as much documentation about your product, service, or
business as possible
➢ In our example, we use the media kit for an upcoming book
➢ Create a temporary HTML page or press release from the content
➢ Make it at least 350 words, preferably 700 to 1,000
➢ An online press release works well for this process
➢ Plug the page into Google Adword's keyword planning tool
Optimizing for Search

17. Where to Use Keywords
➢ As the focus of static web pages
➢ As blog post topics
➢ As topics for guest posts and articles
➢ As search terms for finding guest posting opportunities
➢ Within social media profiles, descriptions, and “about” areas
➢ As social media tags and categories where applicable
➢ Within product, service, or company descriptions you post online
Optimizing for Search

18. Optimizing Web Page/Blog Post Content
➢ Optimize for keywords
➢ Optimize images and other embedded media
➢ Optimize outgoing links
Optimizing for Search

19. Optimizing for Keywords
➢ We focus on only one keyword phrase on any given web
page or blog post
➢ We only “intentionally” place the phrase in the title of the
page or post, and again in the first paragraph
➢ The rest of the page or post should flow naturally
Optimizing for Search

20. Keyword Placement
➢ Target keyword phrase:
wife has cancer
➢ The keyword phrase is in
the title
➢ And in the first paragraph
➢ The body text is written
naturally from the book's
press release
Optimizing for Search

21. Optimizing Images
➢ There are three elements you want to optimize when embedding
images into a web page or a blog post:
➢ The name of the image
➢ The title of the image
➢ The alt text of the image
➢ Use your focus keyword phrase within these elements
Optimizing for Search

22. Optimizing Images
➢ Here we see the title text
of an embedded image
➢ In the tool tip when we
roll over it...
Optimizing for Search

23. Image HTML
➢ Here is the actual
HTML code of the
embedded image
➢ Note that the name of
the file, the title text,
and the alt text all
have the keyword
phrase
Optimizing for Search

24. WordPress Version
➢ Here is how the process
will look when embedding
an image in a CMS like
WordPress
➢ The title and alt text will
always be available to
optimize
Optimizing for Search

25. Optimizing Outgoing Links
➢ Outgoing links on a web page or blog post should be relevant to the
content on the page!
➢ You can get what is called “negative SEO” for stuffing links into
your content
➢ You also want to limit outgoing links to no more than one every one
hundred words – max
Optimizing for Search

26. Optimizing Outgoing Links
➢ When embedding links in a web page or blog post, use
keywords in:
➢ The anchor text of the link
➢ The link title
➢ “Anchor text” is the text that is clickable in an outgoing link
Optimizing for Search

27. Link Optimization
➢ Here are some links
on our optimized page
➢ The tool tip shows the
keywords in the link
title as we roll over it
➢ And the “anchor text”
uses the keyword
phrase as well
Optimizing for Search

28. The HTML
➢ Here is the associated
HTML for one of the
links
➢ The title and anchor
text contain the focus
keywords
Optimizing for Search

29. WordPress Version
➢ Here is how you would
optimize a link in
WordPress
➢ By adding a title with
keywords and making
sure the anchor text is
optimized
Optimizing for Search

32. Optimizing for Universal Search Databases
➢ Universal search areas are independent from the regular
“web” search we typically do on Google
➢ Popular areas are “image search” “video search” and “news
search”
➢ Optimizing for these search areas can be tackled one
database at a time...
Optimizing for Search

33. One Boxes
➢ But “universal” results
aren't always contained in
the search databases
➢ They also show up in
regular search results
➢ As what are called “one
boxes”
Optimizing for Search

34. Image Search
➢ Mobile web book
example...
➢ Using one of our target
keyword phrases
➢ We dominate the first page
in Google Image search
➢ Because we optimize every
image we put online...
Optimizing for Search

35. Video Search
➢ Landing at number one in
video search is a good
thing
➢ And is accomplished by
making certain we use our
best keywords in every
video we post online
➢ Especially on YouTube
Optimizing for Search

36. Book Search
➢ Some of the more
specialized databases
require a bit more work
➢ In order to get into the
“books” database
➢ Your book needs to be
available in Google Play
Optimizing for Search

37. Shopping Search
➢ And to place in the
shopping database
➢ Your products need to be
in Google Merchant
➢ Or be for sale by an outlet
within Google Merchant
Optimizing for Search

38. Optimizing for Conversion
Online Discoverability

39. Google Authorship
Optimizing for Conversion

40. Google Authorship
➢ Google Authorship is a way
for you to claim the online
content you “author”
➢ This applies to your own
blog posts...
Optimizing for Conversion

41. Google Authorship
➢ As well as to any guest
posts or articles you author
online
➢ But...you need to use a
special link that refers to
your Google Plus profile
➢ And a corresponding link to
the source...
Optimizing for Conversion

42. Google Authorship
➢ Google walks you through
this process...
➢ Showing you the proper
reference to use
➢ And where to go in your
profile to add the reciprocal
link
Optimizing for Conversion

43. Google Authorship
➢ Reciprocal links in a
Google plus profile...
Optimizing for Conversion

44. Google Authorship
➢ You can test any of your
pages or posts
➢ Using Google's Structured
Data Testing Tool
Optimizing for Conversion

47. Rich Snippets and Microdata
Optimizing for Conversion

48. Q&A
with Deltina Hay
@deltina.com
for
Online Discoverability

49. Rich Snippets
➢ Google Authorship is only one example of what Google calls “Rich
Snippets”
➢ A Rich Snippet is a few extra lines of information Google will
include in your search listings if you add “structured data” to your
web pages
Optimizing for Conversion

53. Structured Data and Schema.org
➢ Structured data is a term used to describe website content that is
“marked up” with metadata (like microdata) that includes references
to established “vocabularies”
➢ A vocabulary is a set of mark-up protocols or rules used to help
search engines make sense of the content on your website
➢ The most popular of these vocabularies is “Schema.org” – this
vocabulary was developed by Google, Yahoo, and other top search
engines
Optimizing for Conversion

60. Rich Snippet Example
➢ Which of these listings
looks the most
appealing
➢ Which do you think
would get the most
click throughs?
Optimizing for Conversion

61. Rich Snippet Example
➢ Web page and listing
➢ Before microdata
markup
Optimizing for Conversion

62. Rich Snippet Example
➢ Page source HTML
➢ With microdata added
Optimizing for Conversion

63. Rich Snippet Example
➢ Web page and listing
➢ After microdata
markup
Optimizing for Conversion

64. Optimizing for Sharing
Online Discoverability

65. Optimizing With Open Graph
Optimizing for Sharing

66. Open Graph: Just more metadata
➢ Metadata can help your content look better when shared on social
media sites
➢ In other words, how our content displays on social media platforms
when it is shared by others
➢ Or, how “social-media friendly” it is
➢ Let's take a look...
Optimizing for Sharing

70. Open Graph
➢ Open Graph is a
protocol originally used
by Facebook
➢ That allows us to add
special metadata to
our website content
➢ Making it more “social-
media friendly”
Optimizing for Sharing

73. What we want...
➢ Titles
➢ Descriptions
➢ Images
Optimizing for Sharing

74. Before Open Graph
➢ Let's return to our
previous example
➢ Here is how the page
displays in Facebook
when I share the URL
➢ Before adding Open
Graph metadata
Optimizing for Sharing

75. Before Open Graph
➢ And here is how it is
displayed using
HootSuite to share it
➢ Directly from the site...
Optimizing for Sharing

76. Adding OG Metadata
➢ Here are the tags that
are added to the page
➢ So it can display the
way we want...
Optimizing for Sharing

77. After Open Graph
➢ Here is how it displays
when shared in
Facebook
➢ With the OG meta tags
in place
➢ Now, we control the
title, description, and
first image...
Optimizing for Sharing

78. After Open Graph
➢ And, here is how it
looks
➢ When shared with
HootSuite...
Optimizing for Sharing

79. WordPress Blogs and Sites
➢ Most blogging platforms like WordPress.com, automatically add the
title, description, and featured image of a blog post to Open Graph
metadata
➢ And self-hosted WordPress sites have many plugins to help you
add Open Graph metadata to all the content on your site
Optimizing for Sharing

86. Twitter Cards & Rich Pins
Fun With Metadata

89. Twitter Cards
➢ Add Twitter-specific metadata to your content: Product pages, blog
articles, etc.
➢ Use Twitter's card validator to get your content authorized
Optimizing for Sharing

95. Pinterest Rich Pins
➢ Again, apply Pinterest's metadata to your content
➢ And their validator to authorize your site
➢ You need a Pinterest business account to do this...
Optimizing for Sharing

102. Optimization example recap:
➢ Researched keywords based on real content
➢ Chose one keyword phrase to optimize for
➢ Used the phrase in the title and first paragraph
➢ Included keyword phrase in embedded images
➢ Used keyword phrase in anchor text of outgoing links
➢ Applied rich snippets and open graph metadata
➢ On first page in after a couple weeks...
Conclusion

104. Additional Information
Resources
➢ List of resources used in this webinar
➢ Downloadable version of these slides
➢ Links to be sent by Coggno

105. Q&A
with Deltina Hay
@deltina.com
for
Online Discoverability