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How to Make SEO an
Integral Part of your
Community Strategy
Jennifer Sable Lopez
Director of Community at Moz
@jennita
How many times
per day do you
search?
https://history.google.com/history/lookup
How many times
per day do you
search?
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
in a spreadsheet@jennita #FBSprint
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
@jennita #FBSprint
Those
keywords in
discussions
are great
They can rank well!
@jennita #FBSprint
Yes, that is Moz
ranking higher
than Google. :)
Longtail keywords FTW
@jennita #FBSprint
This
ranks
first
Longtail keywords FTW
@jennita #FBSprint
This… does not.
Would *you* ever
search for that?
I’m feeling good
about keywords.
What’s next?
Ahh… links.
I’m feeling good
about keywords.
What’s next?
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-optimization
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
@jennita
On-Page Title + Title Tag!
Title When Shared on FB!
@jennita #FBSprint
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
Facebook Debugger
https://developers.facebook.com/tools/debug!
@jennita #FBSprint
If your page isn’t showing
up properly in FB!
@jennita #FBSprint
Facebook Debugger
Use the FB Debugger to
re-cache!!
@jennita #FBSprint
Facebook Debugger
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: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
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
@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/
@jennita #FBSprint
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.
@jennita #FBSprint
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 get that on
my list to change.
Will let you know
when it’s done!
@jennita #FBSprint
Let’s talk a bit about
evergreen content.
Use same URL over & over
@jennita #FBSprint
We do this
every two
years
@jennita #FBSprint
It continues
to earn social
shares
Use same URL over & over
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!
@jennita #FBSprint
All of which helps
give this page
super high page
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
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!
Checklist
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
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
Tools Mentioned
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
Resources

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