SEO

The Bad, Good & Ugly

 CHRIS
twitter.com/chrisgeorgiev

Web Gravity
StockPodium
Client.bg
ONLINE MARKETING TRENDS
Search is the King
SEARCH ENGINE TRAFFIC

off-line media online media

49 % 80 %
OTHER TRAFFIC SOURCES

references/links 27-30 %
home page 20-25 %
facebook 4-10 %
 SEO?
#1 in Google

second Coming for a dying

industry

slotting specific words and

phrases into a piece simply to
con people into reading it
WHAT IS SEO?
 ITS A
PROCESS
1. Identify your audience and
set targets

2. Get your site rank as high as

possible (off-page & on-page)

3. Constantly track your

progress and adjust
WHAT SEO IS
NOT
Online advertising

Public relations

Free traffic

Writing a book for free

download
SEO is important because it makes sure people can see your
content.
Journalism needs to discover how to make money again.
And SEO is a part of that.
 TO BE
SUCCESSFUL
IN SEO
Understand how search
engines work

Develop SEO strategy

Think long term

SOME SEO TIPS
 WHAT DOES THE HEADLINE
SAY (1)
Suspect Denies Killing Woman
Who?

Where?

Is this in my town?

Do I know this person?

 WHAT DOES THE HEADLINE
SAY (2)
Victory and Ruins
that might be about anything
 WHAT DOES THE HEADLINE
SAY (3)

Officials Vote to End Talks

Talks about what? Where?

School District Wrestles with Financial Questions

Which school district? What financial questions?
 HEADLINES FOR SEO
headline is usually pulled into the "title" HTML element

title tag is whats displayed as the link in search results

30 %
influence click through

well-writtenheadlines should contain keywords that relate to

the content to which they belong
 THE HEADLINE SALES
pay special attention to sub-lines - include words that will grab
readers attention (important for Facebook)

first line should contain keywords and key phrases

43 %
influence on click through

cite reliable and trusted sources (include links)

use full names instead of abbreviations

 GOOD HEADLINES
Good headlines sell more

Headlines should explain your content well

Onlineheadlines are often displayed out of context and are

the only thing you see of an article

8 of 10 people skip your content but they read your headline

Your headline is a motivator, its like a main window to a shop

Youve got 8 seconds to pitch

 HEADLINE WRITING
hunger, thirst, shelter,
Target basic needs subheads clothing and sex
Target safety and security physical, emotional and
needs financial security
Target social (affiliation)
love, affection, companionship
needs
and acceptance
Target esteem (self esteem)
achievement, recognition,
attention and respect
KEYWORDS OVER CLEVERNESS
writers
would rather be clever
and creative than clear

10 ways to blast belly fat

potential monthly readers if

you use:

lose weight - 5 million

weight loss - 16 million

diet - 37 million
 WHERE TO
USE
KEYWORDS
headlines

subheads

captions

boldface
 USE PLAIN
ENGLISH
Search engines dont understand

wordplay, puns

metaphors

Mourning crowds converge

on Vatican vs.

Pope John Paul II dies in

Vatican.
LINKS MATTER
inbound and outbound links

collect
quality links from good
authority websites

link > banner

choose the rights text for the

link

75% of SEO = link building

 GOOD
STORIES GET
LINKS
be scandalous

be creative or funny

be an expert

news-breaker

write for your audience

 SEO AND
SOCIAL MEDIA
headlines - attractive for
Facebook

first sentence - 140 symbols to

fit in Twitter

usepictures and video to

make your point

be an active social user

yourself
THANK YOU!
Questions?

chris.georgiev@gmail.com