The document discusses how to make SEO an integral part of a community strategy. It recommends conducting keyword research to understand what language users search for related to the community. It also recommends optimizing content on the site and social media shares to include relevant keywords and make content easily discoverable. Setting up Open Graph and Twitter cards is suggested to improve social sharing of content. Broken links should be fixed and temporary redirects changed to permanent to pass more authority. Evergreen content should be updated and kept under the same URL to continuously earn new social shares and links over time. Regular checks should also be run to ensure everything is crawlable by search engines.

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