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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                     THE TOP-TO-BOTTOM
       Search Engine Optimization          Page Titles
       Organic Search                      Heading Tags
       Search Result                       Content ,Content, Content!
       Site Ranking                        Link Titles
       Pay Per Click                       Meta Keywords
       SEM, SMM                            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
Nice Google preview
                                                          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.
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 &           Poor, sad <h3> tag!
     sections                                • What WHO does?
                                             • What you do about what?
2.   Use h1, h2, and h3 tags                 • Who do you do it to?
3.   Be judicious – don’t over-use
4.   Use important keywords in H tags


              <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                         Description
       Not a big deal anymore           More important to Bing
       You can use them anyway          Must match your page’s
       Customize per page                content
       Use keywords (one more           (So, rewrite your content!)
        time)                            1-2 sentences that you
       Don’t use too many!               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: sue@techtriad.com

Twitter: @suepolinsky, techtriad
Facebook: facebook.com/suepolinsky
  facebook.com/techtriad
Google+: spolinsky@gmail.com
LinkedIn: suepolinsky
4Square: suepolinsky

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Top to bottom webpage SEO you can do yourself Sue Polinsky ConvergeSouth2012

  • 1. TOP TO BOTTOM SEO Sue Polinsky, President TechTriad.com ConvergeSouth 2012 – Nonprofit Websites
  • 2. WHAT IS SEO AND WHY DO I CARE?  OWN THESE WORDS  THE TOP-TO-BOTTOM  Search Engine Optimization  Page Titles  Organic Search  Heading Tags  Search Result  Content ,Content, Content!  Site Ranking  Link Titles  Pay Per Click  Meta Keywords  SEM, SMM  Meta Descriptions  Pictures
  • 3. IF YOU CAN EDIT YOUR WEBSITE  Increase your SEO  Get found more easily on organic searches  Get “better Google”  Increase Bing search hits
  • 4. 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
  • 5. USING ADOBE CONTRIBUTE Change the page title in “Page Properties”
  • 6. USING WORDPRESS Easy way to edit your page title
  • 7. USING WORDPRESS EXTRAS Nice Google preview 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.
  • 8. 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!
  • 9. 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?
  • 10. 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.
  • 11. HEADING TAGS IN CONTRIBUTE You think people are interested in “granting programs?” So do I!
  • 12. CHECKUP  Checklist for heading tags 1. Use heading tags for titles & Poor, sad <h3> tag! sections • What WHO does? • What you do about what? 2. Use h1, h2, and h3 tags • Who do you do it to? 3. Be judicious – don’t over-use 4. Use important keywords in H tags <h3>Helping Guilford County Nonprofits</h3>
  • 13. 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?)
  • 14. HOMEPAGE TEXT IN CONTRIBUTE  Use your keywords! You’d know these words if you lived in Danville or the Dan River Region!
  • 15. 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.
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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…
  • 20. 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”
  • 21. META TAGS: KEYWORDS & DESCRIPTIONS  Keywords  Description  Not a big deal anymore  More important to Bing  You can use them anyway  Must match your page’s  Customize per page content  Use keywords (one more  (So, rewrite your content!) time)  1-2 sentences that you  Don’t use too many! want to see on a search result
  • 22. 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.
  • 23. META KEYWORDS IN CONTRIBUTE  In editing mode, “Format/Keywords & Description” A different page; how it appears to your browser
  • 24. 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!
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  • 26. 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
  • 27. FIND ME ONLINE Dr. Sue Polinsky President, TechTriad, Inc. Phone: 336-852-4321 Email: sue@techtriad.com Twitter: @suepolinsky, techtriad Facebook: facebook.com/suepolinsky facebook.com/techtriad Google+: spolinsky@gmail.com LinkedIn: suepolinsky 4Square: suepolinsky