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How to Make SEO an 
Integral Part of your 
Community Strategy 
Jennifer Sable Lopez 
Director of Community at Moz 
@jennit...
How many times 
per day do you 
search?
How many times 
per day do you 
search? 
https://history.google.com/history/lookup
What do you 
search for?
What do you 
search for?
What’s after search?
You click the link 
Oh! An online 
community.
And then another… 
Looks like I 
can search!
An internal search? 
Looks like I 
can search!
This is what I want! 
Just what I was 
hoping for
How do you find it 
again? 
This looks similar, 
but not the same. 
Actually… 
This is better! 
*click*
3.5 billion + Google 
searches/day
46,042 searches in 
just one second
People search with 
specific intent.
Make sure your 
community can be 
easily found.
How can a 
Community 
Manager do that?
How can a 
Community 
Manager do that? 
We’ll start with 
keywords!
Knowing the 
language your 
community uses is 
a win-win!
You create the right 
content.
You create the right 
content. 
They find it.
You create the right 
content. 
They find it. 
Everyone wins!
Keyword Research 
@jennita #FBSprint
Check on-site searches 
@jennita #FBSprint
Google Suggest 
Start 
with a 
simple 
search 
@jennita #FBSprint
Google Suggest 
Capture all these 
suggested keywords 
@jennita #FBSprint in a spreadsheet
Google Suggest 
Then click on one to 
get more 
suggestions 
@jennita #FBSprint
Google Suggest 
Keep doing this 
@jennita #FBSprint
Google Suggest 
Until you’ve got… 
@jennita #FBSprint
Google Suggest 
50 or so 
keywords you 
can dive into 
@jennita #FBSprint
Keywordtool.io 
@jennita #FBSprint
Keywordtool.io 
@jennita #FBSprint
Followerwonk 
@jennita #FBSprint
Now, put those 
keywords into 
action!
Create a spreadsheet 
@jennita #FBSprint
Test them on social first 
@jennita #FBSprint
Test them on social first 
@jennita #FBSprint
Focus your blog posts 
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Synonyms are good 
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Where matters also 
@jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
Do this in forums too 
Those 
keywords in 
discussions 
are great 
@jennita #FBSprint
They can rank well! 
@jennita #FBSprint 
Yes, that is Moz 
ranking higher 
than Google. :)
Longtail keywords FTW 
This 
ranks 
first 
@jennita #FBSprint
Longtail keywords FTW 
@jennita #FBSprint 
This… does not. 
Would *you* ever 
search for that?
I’m feeling good 
about keywords. 
What’s next?
I’m feeling good 
about keywords. 
What’s next? 
Ahh… links.
Links are best when 
earned and not 
built.
Links are best when 
earned and not 
built. 
So make it super 
dumb easy.
Make sure the 
content is working 
well on 
its own. 
http://moz.com/blog/visual-guide-to-keyword- 
targeting-onpage-optim...
Let’s look at this post 
@jennita
How it looks in search 
Pretty photo!! 
@jennita #FBSprint 
449 calories!! 
Enticing 
description!
And on Facebook 
@jennita #FBSprint
What about Twitter? 
@jennita #FBSprint
Boom. Pinterest. 
@jennita #FBSprint
Overall experience? 
That content 
is making 
sharing so 
easy! J 
@jennita #FBSprint
How can I do that? 
@jennita #FBSprint
Start with Open 
Graph
How Open Graph works 
On-Page Title + Title Tag! 
Title When Shared on FB! 
@jennita 
@jennita #FBSprint
Open Graph code 
! 
<!-- Open Graph data -->! 
<meta property="og:title" content="Title Here" />! 
! 
<meta property="og:t...
Facebook Debugger 
https://developers.facebook.com/tools/debug! 
@jennita #FBSprint
Facebook Debugger 
If your page isn’t showing 
up properly in FB! 
@jennita #FBSprint
Facebook Debugger 
Use the FB Debugger to 
re-cache!! 
@jennita #FBSprint
Next up, Twitter 
Cards
Regular Text Tweet 
Snooze... 
@jennita #FBSprint
Summary Card (default) 
Community 
WIN 
@jennita #FBSprint
Summary Card Large Image 
Community 
@jennita #FBSprint 
The 
winningest!
Twitter Card code 
! 
<!-- Twitter card data -->! 
<meta name="twitter:card" content="summary">! 
! 
<meta name="twitter:s...
Twitter Card Validator 
https://dev.twitter.com/docs/cards/validation/validator! 
@jennita #FBSprint
Add your site 
@jennita #FBSprint
Twitter Card Analytics 
@jennita #FBSprint
Wait. What does 
social sharing have 
to do with search?
The first few days 
are key to gaining 
momentum…
It usually starts 
with social shares.
Create a great resource
Get lots of social shares 
@jennita #FBSprint
Shared with authority 
@jennita #FBSprint
Of varying degrees 
@jennita #FBSprint
Lots of people see it 
@jennita #FBSprint
Get mentions across web 
@jennita #FBSprint
Earn lots of links 
@jennita #FBSprint
With varying anchor text 
@jennita #FBSprint 
The words 
used to link to 
the content
From high authority sites 
Page 
Authority
Rank #1 in Google! 
@jennita #FBSprint
Got it. But what if 
we already have a 
bunch of links 
*and* social shares?
Got it. But what if 
we already have a 
bunch of links? 
Ok. Let’s make sure 
they’re working!
Find & fix broken links 
Psst… Picking on 
a fellow speaker 
@jennita #FBSprint
Open Site Explorer - Top Pages 
These pages return 404 
page not found error. 
@jennita #FBSprint
Any low-hanging fruit? 
This one has 31 links 
from 7 different websites 
@jennita #FBSprint
Ok, this one looks easy! 
This page, links to 
http://www.fitbit.com/%E2%80%8E 
instead of http://www.fitbit.com/ 
@jennit...
Send the author an email 
Hi! Would you mind 
fixing this link? 
Thanks! 
@jennita #FBSprint
Go back and fix the next one! 
Another page with 
several good backlinks 
@jennita #FBSprint
Then temporary redirects 
These pages do a 302 
(temporary) redirect. You 
want a 301 (permanent) 
redirect instead. 
@jen...
Then temporary redirects 
Holy shmoly! This page 
has 424 links from 134 
different sites. 
@jennita #FBSprint
Then temporary redirects 
Simply changing this 
302 to a 301 will help 
increase your authority. 
@jennita #FBSprint
Email your dev right away 
Hi! Can you fix this 
from 302s to 301? It 
will help us show 
up in Google better. 
Cool. I’ll...
Let’s talk a bit about 
evergreen content.
Use same URL over & over 
We do this 
every two 
@jennita #FBSprint 
years
Use same URL over & over 
@jennita #FBSprint 
It continues 
to earn social 
shares
Keep earning links! 
@jennita #FBSprint 
Because we 
don’t change 
the current 
URL
Keep earning links! 
@jennita #FBSprint 
And we keep 
earning links 
each year it 
gets updated
Keep earning links! 
@jennita #FBSprint 
355 links in 
the past 60 
days… and it’s 
3 years old!
Keep earning links! 
All of which helps 
give this page 
super high page 
@jennita #FBSprint 
authority
Which helps you rank better 
@jennita #FBSprint 
Oh, hai! 
That’s Moz.
Whew. What’s next?
Whew. What’s next? 
Can Google crawl 
my site?
Screaming Frog 
http://www.screamingfrog.co.uk/seo-spider/
Moz Analytics 
@jennita #FBSprint
Checklist 
q Integrate keyword research & 
optimization 
q Longtail FTW 
q Set up Open Graph + Twitter cards for 
easy ...
Integrate SEO into 
your Community 
Strategy.
Because your 
community is 
searching for you. 
SEO + Community =
Jennifer Sable Lopez 
Director of Community at Moz 
@jennita 
!! 
Thank You
Tools Mentioned 
Ø Google History Lookup 
Ø Google Suggest 
Ø Keywordtool.io 
Ø Followerwonk 
Ø Open Site Explorer 
Ø...
Resources 
Ø Beginner’s Guide to SEO 
http://moz.com/beginners-guide-to-seo 
Ø 7 Advanced SEO Concepts 
http://moz.com/b...
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How to Make SEO an Integral Part of your Community Strategy

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How to Make SEO an Integral Part of your Community Strategy

  1. How to Make SEO an Integral Part of your Community Strategy Jennifer Sable Lopez Director of Community at Moz @jennita
  2. How many times per day do you search?
  3. How many times per day do you search? https://history.google.com/history/lookup
  4. What do you search for?
  5. What do you search for?
  6. What’s after search?
  7. You click the link Oh! An online community.
  8. And then another… Looks like I can search!
  9. An internal search? Looks like I can search!
  10. This is what I want! Just what I was hoping for
  11. How do you find it again? This looks similar, but not the same. Actually… This is better! *click*
  12. 3.5 billion + Google searches/day
  13. 46,042 searches in just one second
  14. People search with specific intent.
  15. Make sure your community can be easily found.
  16. How can a Community Manager do that?
  17. How can a Community Manager do that? We’ll start with keywords!
  18. Knowing the language your community uses is a win-win!
  19. You create the right content.
  20. You create the right content. They find it.
  21. You create the right content. They find it. Everyone wins!
  22. Keyword Research @jennita #FBSprint
  23. Check on-site searches @jennita #FBSprint
  24. Google Suggest Start with a simple search @jennita #FBSprint
  25. Google Suggest Capture all these suggested keywords @jennita #FBSprint in a spreadsheet
  26. Google Suggest Then click on one to get more suggestions @jennita #FBSprint
  27. Google Suggest Keep doing this @jennita #FBSprint
  28. Google Suggest Until you’ve got… @jennita #FBSprint
  29. Google Suggest 50 or so keywords you can dive into @jennita #FBSprint
  30. Keywordtool.io @jennita #FBSprint
  31. Keywordtool.io @jennita #FBSprint
  32. Followerwonk @jennita #FBSprint
  33. Now, put those keywords into action!
  34. Create a spreadsheet @jennita #FBSprint
  35. Test them on social first @jennita #FBSprint
  36. Test them on social first @jennita #FBSprint
  37. Focus your blog posts @jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
  38. Synonyms are good @jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
  39. Where matters also @jennita #FBSprint http://moz.com/blog/7-advanced-seo-concepts
  40. Do this in forums too Those keywords in discussions are great @jennita #FBSprint
  41. They can rank well! @jennita #FBSprint Yes, that is Moz ranking higher than Google. :)
  42. Longtail keywords FTW This ranks first @jennita #FBSprint
  43. Longtail keywords FTW @jennita #FBSprint This… does not. Would *you* ever search for that?
  44. I’m feeling good about keywords. What’s next?
  45. I’m feeling good about keywords. What’s next? Ahh… links.
  46. Links are best when earned and not built.
  47. Links are best when earned and not built. So make it super dumb easy.
  48. Make sure the content is working well on its own. http://moz.com/blog/visual-guide-to-keyword- targeting-onpage-optimization
  49. Let’s look at this post @jennita
  50. How it looks in search Pretty photo!! @jennita #FBSprint 449 calories!! Enticing description!
  51. And on Facebook @jennita #FBSprint
  52. What about Twitter? @jennita #FBSprint
  53. Boom. Pinterest. @jennita #FBSprint
  54. Overall experience? That content is making sharing so easy! J @jennita #FBSprint
  55. How can I do that? @jennita #FBSprint
  56. Start with Open Graph
  57. How Open Graph works On-Page Title + Title Tag! Title When Shared on FB! @jennita @jennita #FBSprint
  58. Open Graph code ! <!-- Open Graph data -->! <meta property="og:title" content="Title Here" />! ! <meta property="og:type" content="article" />! ! <meta property="og:url" content="http://www.example.com/" />! ! <meta property="og:image" content="http://example.com/ image.jpg" />! ! <meta property="og:description" content="Description Here" />! ! @jennita #FBSprint http://ogp.me
  59. Facebook Debugger https://developers.facebook.com/tools/debug! @jennita #FBSprint
  60. Facebook Debugger If your page isn’t showing up properly in FB! @jennita #FBSprint
  61. Facebook Debugger Use the FB Debugger to re-cache!! @jennita #FBSprint
  62. Next up, Twitter Cards
  63. Regular Text Tweet Snooze... @jennita #FBSprint
  64. Summary Card (default) Community WIN @jennita #FBSprint
  65. Summary Card Large Image Community @jennita #FBSprint The winningest!
  66. Twitter Card code ! <!-- Twitter card data -->! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display">! ! @jennita #FBSprint
  67. Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator! @jennita #FBSprint
  68. Add your site @jennita #FBSprint
  69. Twitter Card Analytics @jennita #FBSprint
  70. Wait. What does social sharing have to do with search?
  71. The first few days are key to gaining momentum…
  72. It usually starts with social shares.
  73. Create a great resource
  74. Get lots of social shares @jennita #FBSprint
  75. Shared with authority @jennita #FBSprint
  76. Of varying degrees @jennita #FBSprint
  77. Lots of people see it @jennita #FBSprint
  78. Get mentions across web @jennita #FBSprint
  79. Earn lots of links @jennita #FBSprint
  80. With varying anchor text @jennita #FBSprint The words used to link to the content
  81. From high authority sites Page Authority
  82. Rank #1 in Google! @jennita #FBSprint
  83. Got it. But what if we already have a bunch of links *and* social shares?
  84. Got it. But what if we already have a bunch of links? Ok. Let’s make sure they’re working!
  85. Find & fix broken links Psst… Picking on a fellow speaker @jennita #FBSprint
  86. Open Site Explorer - Top Pages These pages return 404 page not found error. @jennita #FBSprint
  87. Any low-hanging fruit? This one has 31 links from 7 different websites @jennita #FBSprint
  88. Ok, this one looks easy! This page, links to http://www.fitbit.com/%E2%80%8E instead of http://www.fitbit.com/ @jennita #FBSprint
  89. Send the author an email Hi! Would you mind fixing this link? Thanks! @jennita #FBSprint
  90. Go back and fix the next one! Another page with several good backlinks @jennita #FBSprint
  91. Then temporary redirects These pages do a 302 (temporary) redirect. You want a 301 (permanent) redirect instead. @jennita #FBSprint
  92. Then temporary redirects Holy shmoly! This page has 424 links from 134 different sites. @jennita #FBSprint
  93. Then temporary redirects Simply changing this 302 to a 301 will help increase your authority. @jennita #FBSprint
  94. Email your dev right away Hi! Can you fix this from 302s to 301? It will help us show up in Google better. Cool. I’ll get that on my list to change. Will let you know when it’s done! @jennita #FBSprint
  95. Let’s talk a bit about evergreen content.
  96. Use same URL over & over We do this every two @jennita #FBSprint years
  97. Use same URL over & over @jennita #FBSprint It continues to earn social shares
  98. Keep earning links! @jennita #FBSprint Because we don’t change the current URL
  99. Keep earning links! @jennita #FBSprint And we keep earning links each year it gets updated
  100. Keep earning links! @jennita #FBSprint 355 links in the past 60 days… and it’s 3 years old!
  101. Keep earning links! All of which helps give this page super high page @jennita #FBSprint authority
  102. Which helps you rank better @jennita #FBSprint Oh, hai! That’s Moz.
  103. Whew. What’s next?
  104. Whew. What’s next? Can Google crawl my site?
  105. Screaming Frog http://www.screamingfrog.co.uk/seo-spider/
  106. Moz Analytics @jennita #FBSprint
  107. Checklist q Integrate keyword research & optimization q Longtail FTW q Set up Open Graph + Twitter cards for easy sharing q Social assists Search q Fix links to increase authority q Remember evergreen content q Run checks for crawlability q Make friends with your SEO & dev!
  108. Integrate SEO into your Community Strategy.
  109. Because your community is searching for you. SEO + Community =
  110. Jennifer Sable Lopez Director of Community at Moz @jennita !! Thank You
  111. Tools Mentioned Ø Google History Lookup Ø Google Suggest Ø Keywordtool.io Ø Followerwonk Ø Open Site Explorer Ø Open Graph Ø Facebook Debugger Ø Twitter Cards Ø Screaming Frog Spider Ø Moz Analytics
  112. Resources Ø Beginner’s Guide to SEO http://moz.com/beginners-guide-to-seo Ø 7 Advanced SEO Concepts http://moz.com/blog/7-advanced-SEO-concepts Ø Visual Guide to Keyword Targeting http://moz.com/blog/visual-guide-to-keyword-targeting- onpage-optimization

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