19. Descriptive Names: URLs
Include descriptive words in
your URLs...
www.healthpartners.com/fight-for-
healthcare-reform
www.healthpartners.com/0001b274cdn
20. Descriptive Names URLs
Names:
Use hyphens, not underscores...
www.healthpartners.com/fight-for-
healthcare-reform
See as separate
words
21. Descriptive Names URLs
Names:
Avoid really long URLs...
www.healthpartners.com/fight-for-
healthcare-reform-sign-petition-get-
bill-through-congress-for-universal-
healthcare
Viewed as disingenuous
and “spammy”
23. Metadata: Overview
Metadata is invisible to web
visitors.
It includes bits of
descriptive info
picked up by
search engines.
24. Metadata:
Meta Data Keywords
Meta keywords...
• Usually seen in
source code
• Still found by
search engines
• In Plone, called
“categories”
meta data in Plone
25. Sitemaps: Overview
A sitemap gives search engines
an overview of your content.
It makes relevant
results easier
to find.
30. Keywords: Overview
• People find websites based on keywords
• Including relevant keywords in copy can
improve your SEO
31. Keywords: Selection
Step 1:
Use Google Analytics to see what words
people search for before landing on your site.
search term
listings
32. Keywords: Selection
Step 2:
Brainstorm other related keywords
education advocacy universal healthcare
health advocacy local volunteer opportunities
employment help healthcare for all
middle school success live united
graduate high school uninsured programs
education support low-income family help
33. Keywords: Selection
Step 3:
Use a keyword tool to evaluate the search
volume of your keywords.
free paid
https://adwords.google.com/
www.wordtracker.com
select/KeywordToolExternal
35. Keywords: Selection
Step 5:
Choose identifying keywords and include
them in web copy, page titles, metadata.
d
s ure s
nin ram
u g
pro
edu
c
sup ation
port
te d
liv e uni
36. Update Content: Overview
Search engines love new content.
events stories
news
For higher rankings, update
content regularly.
42. Links: Your Site
Make your links descriptive.
This connects your text to key
search terms.
43. Links: Your Site
Don't write, “click here.”
Get info about the 2009 Race for the
Cure in Indianapolis.
For info about the 2009 Race for the
Cure in Indianapolis, click here.
44. Links: Other Sites
Appear on other sites by...
...submitting to relevant directories.
45. Links: Other Sites
Appear on other sites by...
...leaving blog comments w/ links.
46. Links: Other Sites
As you develop online relationships,
ask clients and partners to link to
your site.
47. But how can I make
sure my SEO is continually
refined?