IBPA Publishing University in Chicago, April 26 and 27, 2013. Christopher Robbins of Familius.com and Deltina Hay of DelitnaU.com discuss using search optimization techniques to help get your book discovered online. Google rich snippets, Google Authorship, Open Graph metadata, universal search databases, and Twitter cards are discussed. Handout can be found here: http://www.slideshare.net/deltina/ibpa-pubu-optimizing-your-content-for-seo-handout

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– Session 502: The Virtual Marketer –
Optimizing Your Content for SEO
Presented by:
Christopher Robbins
Deltina Hay

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SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
8. Create sharable content
SEO 301: Conversion
9. Google Authorship & microdata
10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
- Press release
- Author bio
- Testimonials
2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizng web pages
SEO 201: Discoverability
SEO 301: Conversion

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2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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1. Create media kit documents
2. Adword research
- HTML Page, or
- Choose logical search phrase
- Research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion
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As the focus of static web pages
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As blog post topics
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As topics for guest posts and articles
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As search terms for finding guest posting opportunities
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Within social media profiles, descriptions, and “about”
areas
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As social media tags and categories where applicable
(e.g. Scribd, Facebook, Goodreads, Author's Den, Google
Plus, etc.)
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Within book descriptions you post online (Amazon, B&N,
etc.)

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3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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SEO 101: Preparation
1. Create media kit documents
2. Adword research
3. Where to use keyword phrases
4. Creating content
- Keywords in title
- In first paragraph
- Keep the rest “organic”
5. Optimizing web pages
SEO 201: Discoverability
SEO 301: Conversion

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4. Creating content
5. Optimizing web pages
- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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4. Creating content
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- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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4. Creating content
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- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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4. Creating content
5. Optimizing web pages
- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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3. Where to use keyword phrases
4. Creating content
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- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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1. Create media kit documents
2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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1. Create media kit documents
2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
- Images
- Outgoing inks
SEO 201: Discoverability
SEO 301: Conversion

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7. The importance of Google Plus
8. Create sharable content
SEO 301: Conversion

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- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
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7. The importance of Google Plus
8. Create sharable content
SEO 301: Conversion

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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
- Google discussions search
7. The importance of Google Plus
8. Create sharable content
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
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7. The importance of Google Plus
8. Create sharable content
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
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7. The importance of Google Plus
8. Create sharable content
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
- Google discussions search
7. The importance of Google Plus
8. Create sharable content
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
- Google discussions search
7. The importance of Google Plus
8. Create sharable content
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
- Google video search
- Google news search
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- Google books/shopping
- Google blog search
- Google video search
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- Image search
- Google books/shopping
- Google blog search
- Google video search
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- Google discussions search
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
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- Universal search/one boxes
- Image search
- Google books/shopping
- Google blog search
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7. The importance of Google Plus
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- Other social networking
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- Google Plus Your World
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- Google Plus Pages
- Other social networking
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- Google Plus Your World
- Google Plus Profiles
- Google Plus Pages
- Other social networking
8. Create sharable content
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
- Google Plus Your World
- Google Plus Profiles
- Google Plus Pages
- Other social networking
8. Create sharable content
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
- Google Plus Your World
- Google Plus Profiles
- Google Plus Pages
- Other social networking
8. Create sharable content
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
- Google Plus Your World
- Google Plus Profiles
- Google Plus Pages
- Other social networking
8. Create sharable content
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
- Google Plus Your World
- Google Plus Profiles
- Google Plus Pages
- Other social networking
8. Create sharable content
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
8. Create sharable content
- Make it easy to share
- Track with Google Analytics
SEO 301: Conversion
Create content that:
- Brings value to your readers
- Prompts readers to share with others
- Is relevant to your book topics and keywords
Don't forget to share it yourself!

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
8. Create sharable content
- Make it easy to share
- Track with Google Analytics
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
8. Create sharable content
- Make it easy to share
- Track with Google Analytics
SEO 301: Conversion

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101: Preparation
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SEO 301: Conversion
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101: Preparation
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SEO 301: Conversion
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10. Open Graph & Twitter Cards
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SEO 101: Preparation
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SEO 301: Conversion
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
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10. Open Graph & Twitter Cards
11. Optimize for mobile search

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SEO 101: Preparation
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SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
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- Twitter Cards
11. Optimize for mobile search

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SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
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10. Open Graph & Twitter Cards
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- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search
- Mobile-ready website/landing
- Methods already discussed
- Voice search and knowledge bases

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search
- Mobile-ready website/landing
- Methods already discussed
- Voice search and knowledge bases
These tactics will help with discoverability and
conversion in mobile searches:
- Inclusion in Universal Search databases
- Establishing a Google Plus profile and page
- Keeping your content sharable and organic
- Contributing to knowledge bases...

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search
- Mobile-ready website/landing
- Methods already discussed
- Voice search and knowledge bases

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
SEO 201: Discoverability
SEO 301: Conversion
9. Google Authorship & microdata
- Google Authorship
- Microdata & Google Rich Snippets
10. Open Graph & Twitter Cards
- Open Graph metadata
- Twitter Cards
11. Optimize for mobile search
- Mobile-ready website/landing
- Methods already discussed
- Voice search and knowledge bases

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Master text styles
SEO 101, 201 & 301
SEO 101: Preparation
1. Create media kit documents
2. Adword research
3. Where to use keyword phrases
4. Creating content
5. Optimizing web pages
SEO 201: Discoverability
6. Diversify your presence
7. The importance of Google Plus
8. Create sharable content
SEO 301: Conversion
9. Google Authorship & microdata
10. Open Graph & Twitter Cards
11. Optimize for mobile search

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Christopher Robbins
Familius.com
christopher@familius.com
Deltina Hay
DeltinaU.com
deltina@deltina.com
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