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SEO and Journalism

SEO and Journalism

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SEO and Journalism

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  1. Presented by Arnie Kuenn (@ArnieK) & Michael Schwartz (@ValleyoftheSuns ) SEO & Journalism

  2. Optimizing for Search is Critical • When someone types a keyword into the search box, there are only two possible outcomes: • They will find you. • They will find your competitor. Twitter: @ArnieK @ValleyoftheSuns

  3. Search Marketing Reality • Organic search traffic can be so valuable, it can sustain an entire business. • Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call. Twitter: @ArnieK @ValleyoftheSuns

  4. Why Be Concerned About Search? • The #1 position will get clicked 43% of the time! Source: Did-it, Enquiro, and Eyetools. Twitter: @ArnieK @ValleyoftheSuns

  5. How Does Search Work? Bot or Spider Twitter: @ArnieK @ValleyoftheSuns

  6. What Do the Search Engines Look For? Title tag H1 tag Content Bold Meta Description Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization. Twitter: @ArnieK @ValleyoftheSuns

  7. Search Engine Results Indented Listing Local Listing Twitter: @ArnieK @ValleyoftheSuns

  8. Create Good Content • Build articles around your keywords • Add real value to the reader • Unique • Informative • Entertaining • Who do you link to? • Good neighbors • It’s your reputation • Get links back! Twitter: @ArnieK @ValleyoftheSuns

  9. Proper On-Page Optimization(in order of importance for 2010) • Links - internal & external • Freshness of content & keyword usage • Title tag (viewed in results) • Image Alt text • H1 tag • Description meta tag (viewed in results) • URL structure • Page load times (Google Caffeine) Twitter: @ArnieK @ValleyoftheSuns

  10. Biggest Factor is Still Inbound Links • The best links: • Are from trusted sites • Have proper anchor text • Have varied anchor text • Are from many different domains (new 2010) • Determined editorially Twitter: @ArnieK @ValleyoftheSuns

  11. How Does Social Influence Rankings? • Real-time links (Twitter & Facebook) • Social news links (Digg, Reddit, Delicious) • Can influence the actual rankings for your articles • Provide Backlinks (but short term value) • Mentions & Signals Twitter: @ArnieK @ValleyoftheSuns

  12. How to Appear in Google News • Need to submit your URL to Google first • Article URLs must be: • Unique • Permanent • Display a three-digit number • To see if a site is already included in Google News, type [ ], into the search box and click "Search News." • Twitter: @ArnieK @ValleyoftheSuns

  13. Recommended Plug-Ins • All-In-One SEO Pack • Feedburner Feedsmith (RSS feed) • Google XML Sitemaps • Social Bookmarking Reloaded (or similar) • Wordpress Mobile (or similar) • Yet Another Related Posts Plugin (adv.) • podPress (podcasting) Twitter: @ArnieK @ValleyoftheSuns

  14. An Example of a Linkworthy Article • Links are the currency of SEO. • Interview the people who would create the buzz/get you links and tweets. • For me that included Peter Robert Casey, a top-10 NBA tweeter, and Suns VP of digital operations, Jeramie McPeek. • Results • 40 backlinks (,,, • 43 tweets (including one from the @NBA account) • PR4 page Twitter: @ArnieK @ValleyoftheSuns

  15. Headlines for SEO • Consider using different headlines for print and online (LA Times). • Sprinkle keywords into your headlines, especially at the beginning of them. • Google Adwords Keyword Tool – shows what people are searching. • BUT use your knowledge of the news cycle to understand when a keyword/topic is hot, it might get a much larger amount of searches. • Think ahead of what people will be searching. Twitter: @ArnieK @ValleyoftheSuns

  16. Different Ways to get on Page 1 • For some keywords, it could be impossible to rank on Page 1 for an article. • For example, I can get an article to rank on Page 1 for "Amare Stoudemire trade rumors," but not "Amare Stoudemire." • The former search is valuable NOW (timely), but not usually. • News Results at top, Social Circle Results at bottom (HUGE for traffic). Twitter: @ArnieK @ValleyoftheSuns

  17. An Average Month, Nothing Targeted • Dec. 27-Jan. 26 • 28,167 unique visits (900/day) • 16.7 percent from search (about 4400, or 140/day) • Got one day of nice traffic from "Tracy McGrady," for a trade story involving him. Twitter: @ArnieK @ValleyoftheSuns

  18. A Focus on Amare-Related Keywords • Jan. 27-Feb. 9 • 28,290 unique visits in 13 days (2150/day) • 25 percent from search (about 6776, or 500 a day) • Top 3 and 7 of the top 10 relate to Amare. • When people are searching a hot topic, make sure they find you and not your competitor. Twitter: @ArnieK @ValleyoftheSuns

  19. Free SEO Resources • SEO Educational Videos: • • Online Marketing & Related Webinars: • • Expert Interview Series: • Twitter: @ArnieK @ValleyoftheSuns

  20. Q & A Contact: Michael Schwartz 602-314-3471 (direct)

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