Search
Engine
Op.miza.

on:


Driving
More
Traffic
to
You
June
2010


Have
a
Ques.on?
Need
Help?

About
Resource
Media

•  Communica.ons
Strategy

•  Media
Outreach
Campaigns

•  Digital
Media
Strategy
and
Outreach

•  Environmental
and
Health
Policy

Focus

San
Francisco


SeaPle


Boulder


Kalispell


Sacramento



30
 Staff


9
 Offices


Bozeman


Portland


Salt
Lake
City


Anchorage

 SEO
=



1
Search
Engine

Op.miza.on


What
is
SEO?

Improving
a

website
so
it’s

more
easily
found

in
search
engine

results

Front
End
vs
Back
End


Traffic
=
Exposure

BePer
Search
Rankings



=
More
Traffic

Exposure
=
Support

Why
is
SEO

Important?

•  92
%
of
searchers

don’t
go
past
the

first
three
pages

of
search
results

68%

•  68%
don’t
go
past

the
first
page


Source:
Jupiter
Media
+
iProspect:
“Search
Engine
Behaviors”

Example:
“Save
the
Whales”

•  27,000
searches

•  1.2
million
web

pages

•  About
1.1970

million
pages
will

never
get
seen

Recap:
Introduc.on
to
SEO

•  SEO
=
Improving
a
website
for
bePer
search
engine

results


•  Op.mizing
a
site
for
search
involves
both
the
front
and

back
ends


•  You
benefit
from
SEO
with
more
website
traffic
&
more

cause
supporters


•  Most
searchers
only
go
to
the
first
three
pages
of

results;
SEO
is
key
to
get
to
top
of
search
results

SEO:
Ready
for
a
Tuneup?


•  Keywords

•  Links

•  Meta
data

1 Keywords

Switch
Hats

Selec.ng

Home
Page

Keywords


•  Start
broad
and
hone
in


•  Use
“big
picture”
words

Conduc.ng
Keyword
Research

Comparing


Synonyms


• Alaska
Coal
=
5,400

• Alaskan
Coal
=
880

• Coal
in
Alaska
=
320


hPp://bit.ly/GoogleAdWordsTool

Test
Your

Keywords

Keywords:
Not
Just
for
Homepages

Keywords
for
Jump
Pages

• More
specific


• “Long
tail”


•  Example:
“Coal”

vs.
“Alaska
Coal

Health
Risks”

Use
Keywords
in
Body
Copy

Use
a
Keyword
Density
Tool
to
Verify



hPp://www.seochat.com/seo‐tools/keyword‐density/

Tips
for
Op.mizing
Headings
&
Tabs


Tips
for
Op.mizing
Links


Instead:

hyperlinked
text
should
be:


REGISTER
FOR
ALASKA
SUMMER
CAMPS

Great
Page
Content

 Fresh

 Op.mized

 Unique

Recap:
Keywords

•  Think
like
a
searcher,
not
a
marketer

•  Experiment
with
keywords
for
both
your
homepage

and
jump
pages
using
tools
to
study
search
volume
&

compe..on

•  Short
keywords
vs.
“long
tail”
keywords

•  Prominently
weave
relevant
keywords
into
body
copy

•  Op.mize
headings,
tabs
and
hyperlink
text

2 Links

Build
Links

•  Inbound

•  Outbound

•  Internal

Inbound
Links

258,000
Inbound
Links
 581
Inbound
Links

152
Inbound
Links


258,000


vs



733
 0
Inbound
Links

Cul.vate
Big
Links

Build

Rela.onships

Cul.vate
inbound
links

from
your
exis.ng

networks
first

Inbound
Link
Research
Tool

Building
Outbound
Links

Top
3
Ideas:

1.  A
list
of
recommended

bloggers



2.  A
list
of
links
to
helpful

resources


3.  Link
to
a
credible,
well‐
trafficked
website

Cross
Promo.ng

Recap:
Links

•  3
types
of
links:
inbound,
outbound
&
internal

•  Success
with
link
building
depends
on
rela.onships

•  Think
quality
over
quan.ty

•  Use
inbound
link
tools
to
take
an
assessment

•  Cross‐promote
from
your
social
networks
like

Facebook

Meta
Data

Front
and
Back
End

Meta
Title

Meta
Descrip.on

What
it
Looks
Like
in
Search
Results


Meta
.tle
 Meta
descrip.on

Without
Meta
Data

Recap:
Meta
Data

•  Tells
a
search
engine
what
your
site
is
about

•  It’s
the
.tle
and
descrip.on
searchers
see
when
they

find
you
in
a
search
engine
like
Google

•  If
you
don’t
have
meta
data
a
search
engine
will

guess
what
it
thinks
the
best
match
is

•  You
may
need
to
work
with
your
web
developer

Evalua.on

Measuring
your
Success

Case
Study:
Zero
Waste
America

Case
Study:
Zero
Waste
America

Recap:
Evalua.on

•  Use
a
tool
like
Hubspot’s
WebsiteGrader
to
get
a

baseline
of
your
SEO
:
hPp://www.websitegrader.com


•  Take
stock
of
what’s
working
AND
what’s
not


•  Re‐evaluate
to
determine
progress

Take
Homes

•  Keyword
development
&

genera.ng
fresh
content


•  Keep
it
simple
&

consistent


•  Evaluate
and
update

Learn
More

Worth
Exploring!

• 

Building
Strategic
Alliances‐
July

• 

Social
Media
200‐
August

• 

Framing
&
Messaging
–
September

• 

Media
Rela.ons
‐
October

• 

Story
Pitching
101
‐
November

• 

Blogger
Rela.ons
‐
December

Thank
You!


Brendan McLaughlin Gaelen O’Connell

Project Manager Digital Media Manager
Resource Media Resource Media
brendan@resource-media.org gaelen@resource-media.org
206-374-7795 ext. 108 415-397-5000 x303

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