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Webpage SEO that you can do yourself by Sue Polinsky, TechTriad. ConvergeSouth2012
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TOP TO BOTTOM SEO
Sue Polinsky, President TechTriad.com ConvergeSouth 2012 – Nonprofit Websites
WHAT IS SEO AND WHY DO I CARE?
OWN THESE WORDS Search Engine Optimization Organic Search Search Result Site Ranking Pay Per Click SEM, SMM
THE TOP-TO-BOTTOM Page Titles Heading Tags Content ,Content, Content! Link Titles Meta Keywords Meta Descriptions Pictures
IF YOU CAN EDIT YOUR WEBSITE
Increase your SEO Get found more easily on organic searches Get “better Google” Increase Bing search hits
START AT THE TOP – PAGE TITLE!
Page Title Your tagline in the title Page Name
shows up in the browser
Make it EASY to find donations
USING ADOBE CONTRIBUTE Change the page
title in “Page Properties”
USING WORDPRESS Easy way to
edit your page title
USING WORDPRESS EXTRAS
Find your SEO under the page text box.
Make a custom title.
If you don’t see any SEO options, tell your website designer that you want that tool. It’s free and fairly easy.
Nice Google preview
CHECKUP
Checklist for page titles 1. Make every page title unique 2. Make sure it matches the page
content 3. See your Analytics for keyword
searches 4. Use your tagline 5. Be sure your content has the title
words throughout – repeat them!
HEADING TAGS ARE YOUR FRIENDS
“H” tags are read by browsers Put important words in <h> tags Put important words in <h> tags Use common tags, like <h1>, <h2>, and <h3> First words on page – use an <h> tag Sub-headings should be in <h> tag format Want to see what that looks like?
HEADING TAGS IN WORDPRESS Drop down the list when you’re clicked in the paragraph.
Now the search engines find “volunteer TEDxGreensboro” more quickly and it will be a “hit” on a search.
Use “h” tags judiciously. Only headings, sub-headings and VERY important section dividers should be in “h” tags.
More is NOT better. Quality rules.
HEADING TAGS IN CONTRIBUTE
You think people are interested in “granting programs?” So do I!
CHECKUP
Checklist for heading tags 1. Use heading tags for titles &
sections 2. Use h1, h2, and h3 tags 3. Be judicious – don’t over-use 4. Use important keywords in H tags
Poor, sad <h3> tag! • What WHO does? • What you do about what? • Who do you do it to?
<h3>Helping Guilford County Nonprofits</h3>
HOMEPAGE – CONTENT RULES!
Spend an inordinate amount of time writing the best text possible for your homepage.
This is a place to call in a favor from a PR bud or board member.
Homepage text matters. Treat it well. After all of that, change it on occasion!
(Like you don’t have enough to do, right?)
HOMEPAGE TEXT IN CONTRIBUTE
Use your keywords!
You’d know these words if you lived in Danville or the Dan
River Region!
HOMEPAGE TEXT IN WORDPRESS
WordPress treats homepage text differently
It’s often found in a widget or on a special page
Take ownership! Be sure you know how to update your homepage text.
Be sure you have some homepage text and not just a slideshow.
CHECKUP
Checklist for homepage text 1. Be sure there is editable homepage text 2. Edit the text from time to time 3. Use “h” tags for a descriptive homepage
title and sub-titles 4. Put a lot of thought (and keywords) into
homepage text (get the keywords from your Analytics!)
5. Spend a LOT of time on all your page content, but focus first on your homepage and DONATE page
LINK TEXT – EASY SEO
Link text is so abused: see “Click here” Use keywords in links. Sue’s rule.
Write quality links Low quality link:
<a href="myPage.html">My Link Text</a>
Let’s look at some high quality links
HIGH QUALITY LINKS
Quality link: <a href="/support-ymca-greensboro/support-ymca-greensboro.html">See the healthy living programs for boys and girls in Greensboro</a>
The link text appears on the page like this: Read more about the YMCA’s programs for youth and see the healthy living programs for boys & girls in Greensboro
CHECKUP
Checklist for quality link text 1. Easily done in every web editing program 2. Use keywords in the link text that support your page 3. Write readable links that duplicate your message 4. Never use “click here” as your entire link 5. Which takes us to website structure…
FILE AND FOLDER NAMES
You really can’t control the structure of your site after it’s built, but you can optimize for future pages and folders.
Good folder name: “about-after-gateway” Eh… folder name: “about-us”
META TAGS: KEYWORDS & DESCRIPTIONS
Keywords Not a big deal anymore You can use them anyway Customize per page Use keywords (one more
time) Don’t use too many!
Description More important to Bing Must match your page’s
content (So, rewrite your content!) 1-2 sentences that you
want to see on a search result
META KEYWORDS IN WORDPRESS
WordPress isn’t fond of meta keywords Google does not use the keywords meta tag in web ranking. Some search engines don't use the meta tag information any more because many people abused it. In fact, meta tags may not represent the content of your site, but, it still doesn't hurt your status with search engines if you make use of these little bits of information, and do so truthfully. Without a doubt, content is the biggest contributor to search engine page ranking, so if you want to raise your rankings, make sure you have quality content. Bottom line: get a WordPress SEO plugin.
META KEYWORDS IN CONTRIBUTE
In editing mode, “Format/Keywords & Description”
A different page; how it appears to your browser
SEO WITH PICTURES & MEDIA
Video and pictures are good. Use them. TAG them. Use ALT text
Because it’s the right thing to do Because it gets SEO Be sure your images are legal!
IMAGE PROPERTIES IN CONTRIBUTE
Set or change image properties in Contribute
Use ALT text – it can be picked up by search engines
Example:
Photo of peer counseling session at Win-Win Resolutions, character building and conflict resolution in Greensboro, NC
FIND ME ONLINE
Dr. Sue Polinsky President, TechTriad, Inc. Phone: 336-852-4321 Email: [email protected]
Twitter: @suepolinsky, techtriad Facebook: facebook.com/suepolinsky
facebook.com/techtriad Google+: [email protected] LinkedIn: suepolinsky 4Square: suepolinsky