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Online Book Discoverability Webinar by Deltina Hay about optimizing content for search, conversion, and sharing for the MidAtlantic Book Publishers Association. Topics include optimizing web page content, Google Rich Snippets, Google Authorship, structured data, microdata, metadata, Open Graph, Twitter Cards, and Pinterest Rich Pins
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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 & DeltinaU.com
Online Book Discoverability
Optimize for Search Optimize for Conversion Optimize for Sharing
Online Book Discoverability
How to get found:
Optimize for Search Optimize for Conversion Optimize for Sharing
Online Book Discoverability
How to get found:
Research relevant keywords Optimize content for traditional search engines Optimize for universal search databases
Optimizing for Search
Online Book Discoverability
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 Book Discoverability
Optimizing for Search
Online Book Discoverability
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
Finding Your Best Keywords Using the media kit material for an upcoming book:
Press release with book description Author bio Quotes from reviewers
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 for this process, too Plug the page into Google Adword's keyword planning tool
Optimizing for Search
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
Optimizing Web Page/Blog Post Content Optimize for keywords Optimize images and other embedded media Optimize outgoing links
Optimizing for Search
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
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
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
Optimizing Images
Here we see the title text of an embedded image
In the tool tip when we roll over it...
Optimizing for Search
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
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
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
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
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
The HTML
Here is the associated HTML for one of the links
The title and anchor text contain the focus keywords
Optimizing for Search
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
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
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
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
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
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
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
Optimizing for Conversion
Online Book Discoverability
Google Authorship
Optimizing for Conversion
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
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
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
Google Authorship
Reciprocal links in a Google plus profile...
Optimizing for Conversion
Google Authorship
You can test any of your pages or posts
Using Google's Structured Data Testing Tool
Optimizing for Conversion
Rich Snippets and Microdata
Optimizing for Conversion
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
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 (think BISAC)
The most popular of these vocabularies is “Schema.org” – this vocabulary was developed by Google, Yahoo, and other top search engines
Optimizing for Conversion
Rich Snippet Example
Which of these listings looks the most appealing
Which do you think would get the most click throughs?
Optimizing for Conversion
Rich Snippet Example
Web page and listing Before microdata
markup
Optimizing for Conversion
Rich Snippet Example
Page source HTML With microdata added
Optimizing for Conversion
Rich Snippet Example
Web page and listing After microdata
markup
Optimizing for Conversion
Optimizing for Sharing
Online Book Discoverability
Optimizing With Open Graph
Optimizing for Sharing
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
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
What we want...
Titles Descriptions Images
Optimizing for Sharing
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
Before Open Graph
And here is how it is displayed using HootSuite to share it
Directly from the site...
Optimizing for Sharing
Adding OG Metadata
Here are the tags that are added to the page
So it can display the way we want...
Optimizing for Sharing
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
After Open Graph
And, here is how it looks
When shared with HootSuite...
Optimizing for Sharing
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
Twitter Cards & Rich Pins
Fun With Metadata
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
Search and Social Media Optimization Tactics Find it at DeltinaU.com Use code DU50 to take the full course at half price
Relevant DeltinaU Courses
Additional Information
Resources List of resources used in this webinar And a downloadable version of these slides Can be found at: http://slideshare.net/deltina
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