This document provides an overview of search engine optimization (SEO) and social media optimization (SMO) strategies. It discusses important on-page SEO factors like keywords, page titles, and linked text. It also mentions off-page factors like external links. Additionally, it lists popular social media platforms and tips for using them, including how to effectively tweet and maintain an online presence. The goal is to help content be found and shared across the internet.

1. SEO/SMO For the Pulitzer Center

2. SEO - Overview How the internet works. Anatomy of a search result. On page factors – we control. Off page factors – we try to control.

3. Internet (actually, SE/RPs)

4. Anatomy of a search result

5. What search engines see clearly. Page titles - keywords! First paragraph/lede Repeat words Linked text URL text Large/italicized/emboldened print. File names

6. Keyword hotspots for PC A working example >>

7. What makes a good keyword? Thinking about it - who would want to find this, and how would they look for this? How do people talk about this issue? Make sure the keywords are reflective of the content - the more they appear in the body text, the better. Keep keywords tightly related to each other. Good keywords are actually good “key phrases” two or three words in a phrase.

8. And tangible tools: Google Adwords Keyword Tool >>

9. When we do good:

10. Off-page factors When others link to us. Esp. with strong anchor text. A working example: Avoid: “click here.” “read more.”

11. What search engines can’t see: Video! (Solution? Transcript) Images! (Solution? Descriptive-file-name.jpg, captions) Pdfs! (Solution? Avoid PDFs/use body text whenever possible!) Flash! (Solution? Used sparingly!)

12. SMO/Social Media Optimization – different venues, different audiences, different goals. Our most active social media avenues: Twitter – very newsy, international audience, many news orgs/NGOs Facebook – more domestic, individuals Tumblr – small audience, engaged, niche topics. Reddit/Stumbleupon

13. PC Social Media Voice Gracious, friendly, authoritative, responsive, original, contextual, ( +human.)

14. How (not) to Tweet.

15. How to Tweet better

16. Social media + PC + You Tips for your personal online presence: Be a person of social media Claim your social media voice Your social media strategy is a long-term relationship.