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How to Make SEO an Integral Part of your
Community Strategy
Jennifer Sable Lopez Director of Community at Moz
@jennita
How many times per day do you search?
https://history.google.com/history/lookup
How many times per day do you search?
What do you search for?
What do you search for?
What’s after search?
You click the link Oh! An online community.
And then another…
Looks like I can search!
An internal search?
Looks like I can search!
This is what I want!
Just what I was hoping for
How do you find it again?
This looks similar, but not the same.
Actually… This is better!
*click*
3.5 billion + Google searches/day
46,042 searches in just one second
People search with specific intent.
Make sure your community can be easily found.
How can a Community Manager do that?
How can a Community Manager do that?
We’ll start with keywords!
Knowing the language your community uses is a win-win!
You create the right content.
You create the right content. They find it.
You create the right content. They find it. Everyone wins!
Keyword Research
@jennita #FBSprint
Check on-site searches
@jennita #FBSprint
Google Suggest
Start with a simple search
@jennita #FBSprint
Google Suggest
Capture all these suggested keywords
in a spreadsheet @jennita #FBSprint
Google Suggest
Then click on one to get more
suggestions @jennita #FBSprint
Google Suggest
Keep doing this
@jennita #FBSprint
Google Suggest
Until you’ve got…
@jennita #FBSprint
Google Suggest
50 or so keywords you can dive into
@jennita #FBSprint
Keywordtool.io
@jennita #FBSprint
Keywordtool.io
@jennita #FBSprint
Followerwonk
@jennita #FBSprint
Now, put those keywords into action!
Create a spreadsheet
@jennita #FBSprint
Test them on social first
@jennita #FBSprint
Test them on social first
@jennita #FBSprint
Focus your blog posts
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Synonyms are good
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Where matters also
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Do this in forums too
@jennita #FBSprint
Those keywords in discussions
are great
They can rank well!
@jennita #FBSprint
Yes, that is Moz ranking higher than Google. :)
Longtail keywords FTW
@jennita #FBSprint
This ranks first
Longtail keywords FTW
@jennita #FBSprint
This… does not.
Would *you* ever search for that?
I’m feeling good about keywords. What’s next?
Ahh… links.
I’m feeling good about keywords. What’s next?
Links are best when earned and not built.
Links are best when earned and not built.
So make it super dumb easy.
Make sure the content is working well on its own.
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Let’s look at this post
@jennita
How it looks in search
Pretty photo!!@jennita #FBSprint
449 calories!!
Enticing description!
And on Facebook
@jennita #FBSprint
What about Twitter?
@jennita #FBSprint
Boom. Pinterest.
@jennita #FBSprint
Overall experience?
That content is making sharing so
easy! J
@jennita #FBSprint
How can I do that?
@jennita #FBSprint
Start with Open Graph
How Open Graph works
@jennita
On-Page Title + Title Tag!
Title When Shared on FB!
@jennita #FBSprint
Open Graph code
!<!-- Open Graph data -->!<meta property="og:title" content="Title Here" />!!<meta property="og:type" content="article" />!!<meta property="og:url" content="http://www.example.com/" />!!<meta property="og:image" content="http://example.com/image.jpg" />!!<meta property="og:description" content="Description Here" />! !
@jennita #FBSprint
http://ogp.me
Facebook Debugger
https://developers.facebook.com/tools/debug!
@jennita #FBSprint
If your page isn’t showing up properly in FB!
@jennita #FBSprint
Facebook Debugger
Use the FB Debugger to re-cache!!
@jennita #FBSprint
Facebook Debugger
Next up, Twitter Cards
Regular Text Tweet
Snooze...
@jennita #FBSprint
Summary Card (default)
Community
WIN
@jennita #FBSprint
Summary Card Large Image
Community
@jennita #FBSprint
The winningest!
Twitter Card code !<!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display">!!
@jennita #FBSprint
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!@jennita #FBSprint
Add your site
@jennita #FBSprint
Twitter Card Analytics
@jennita #FBSprint
Wait. What does social sharing have to do with search?
The first few days are key to gaining momentum…
It usually starts with social shares.
Create a great resource
Get lots of social shares
@jennita #FBSprint
Shared with authority
@jennita #FBSprint
Of varying degrees
@jennita #FBSprint
Lots of people see it
@jennita #FBSprint
Get mentions across web
@jennita #FBSprint
Earn lots of links
@jennita #FBSprint
With varying anchor text
@jennita #FBSprint
The words used to link to
the content
From high authority sites
Page Authority
Rank #1 in Google!
@jennita #FBSprint
Got it. But what if we already have a bunch of links *and* social shares?
Got it. But what if we already have a bunch of links?
Ok. Let’s make sure they’re working!
Find & fix broken links
Psst… Picking on a fellow speaker
@jennita #FBSprint
Open Site Explorer - Top Pages
These pages return 404 page not found error.
@jennita #FBSprint
Any low-hanging fruit?
This one has 31 links from 7 different websites
@jennita #FBSprint
Ok, this one looks easy!
This page, links to http://www.fitbit.com/%E2%80%8E instead of http://www.fitbit.com/
@jennita #FBSprint
Send the author an email
Hi! Would you mind
fixing this link?
Thanks!
@jennita #FBSprint
Go back and fix the next one!
Another page with several good backlinks
@jennita #FBSprint
Then temporary redirects
These pages do a 302 (temporary) redirect. You want a 301 (permanent)
redirect instead.
@jennita #FBSprint
Then temporary redirects
Holy shmoly! This page has 424 links from 134
different sites.
@jennita #FBSprint
Then temporary redirects
Simply changing this 302 to a 301 will help
increase your authority.
@jennita #FBSprint
Email your dev right away Hi! Can you fix this
from 302s to 301? It
will help us show
up in Google better.
Cool. I’ll get that on my list to change. Will let you know
when it’s done!
@jennita #FBSprint
Let’s talk a bit about evergreen content.
Use same URL over & over
@jennita #FBSprint
We do this every two
years
@jennita #FBSprint
It continues to earn social
shares
Use same URL over & over
Keep earning links!
@jennita #FBSprint
Because we don’t change the current
URL
Keep earning links!
@jennita #FBSprint
And we keep earning links each year it
gets updated
Keep earning links!
@jennita #FBSprint
355 links in the past 60
days… and it’s 3 years old!
Keep earning links!
@jennita #FBSprint
All of which helps give this page
super high page authority
Which helps you rank better
@jennita #FBSprint
Oh, hai! That’s Moz.
Whew. What’s next?
Whew. What’s next?
Can Google crawl my site?
Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/
Moz Analytics
@jennita #FBSprint
q Integrate keyword research & optimization
q Longtail FTW q Set up Open Graph + Twitter cards for
easy sharing q Social assists Search q Fix links to increase authority q Remember evergreen content q Run checks for crawlability q Make friends with your SEO & dev!
Checklist
Integrate SEO into your Community Strategy.
Because your community is searching for you.
SEO + Community =
Jennifer Sable Lopez Director of Community at Moz
@jennita !!
Thank You
Ø Google History Lookup Ø Google Suggest Ø Keywordtool.io Ø Followerwonk Ø Open Site Explorer Ø Open Graph Ø Facebook Debugger Ø Twitter Cards Ø Screaming Frog Spider Ø Moz Analytics
Tools Mentioned
Ø Beginner’s Guide to SEO http://moz.com/beginners-guide-to-seo
Ø 7 Advanced SEO Concepts http://moz.com/blog/7-advanced-SEO-concepts
Ø Visual Guide to Keyword Targeting http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Resources