My presentation on SEO for my CEC.org colleagues

1. SEO 101
Place subtitle here

2. Search engine optimization
• Search engine optimization (SEO) is the
process of affecting the visibility of a website
or a web page in a search engine's "natural" or
un-paid ("organic") search results.
• In general, the higher ranked on the search
results page, and more frequently a site
appears in the search results list, the more
visitors it will receive from the search engine's
users.

3. Organic and paid search results
SEO will help you improve your publication position in the organic
search results

4. Key steps
Keywords analysis
Content optimization
Technologies
Links
Follow-ups

5. 1- Know your audience
• Put yourself in your audience shoes
• Choose keywords that are relevant to
them, that they might look for
• Use a medium that is also relevant to
them
• Use those keywords in the doc, but
naturally
• Do not over do it!

6. 2- Optimize titles & texts
• Use keywords rich titles & texts. Use
keywords early!
• Titles should be 40-70 chars. Make
them sharp and easy to understand
what the pub is all about
• Text should consist of at least 300
words
• Use keywords in headers (H2, H3), bold
(strong, b), italics (em, i)
• Use acronyms in abbr tags

7. 3- Use links
• Use links wherever relevant. E.g.
sources, citations, excerpts, subject
experts, previous work. At least 2.
• For embedded links, use keywords
instead of “Read more” or “click here”
• Avoid replacing keywords by pronoun:
it = no hit
• Use keywords in the file name or URL

8. 4- Optimize your visuals
• Use visuals
• Use keywords in pics or graphs names
• Tag them w/ keywords
• Use keywords in the Alt text
• Use caption and descriptions
• But DO NOT stuff keywords all over
the place

9. 5- Footers
• If you use footer, add a tag line
containing your keyword
• Add links

10. 6- Have summary, will travel
• Add a summary or meta description to
your text.
• Think executive summary or elevator
pitch: 120-276 for web, 250-400 for
pubs
• Use your keyword in it
• Publish it as often as possible:
– Press releases
– Twitter
– Facebook

11. 7- Announce it!
• Make sure we have a press release
ready
• Send a note to your cited sources and
working group so they can share
• Contact journalists or influencers

12. 8- Sharing is good
• Use social shares
• Prompt the reader to share
• Post to twitter, facebook, reddit,
google+, stumbleupon
• Produce new content regularly
• Know your audience and WHERE to
reach it

13. 9- Repurpose your work
• Use portion of your text in blog
posts, Facebook posts, news
release, web pages, etc.
• Do an infographic, if appropriate. Post it
to social medias.
• Create a youTube/vimeo video talking
about your publication or the topic of it
• Create a presentation about it and post
it on slideshare

14. 10- The importance of indexes
• A well indexed sitemap or library is key
• Make sure that your publication page
clearly and accurately describe your
content
• Every publication should be reachable
through at least one static link. So make
sure you projects’ pages links to your
publications

15. I Am SEO
(And So Can You!)