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10 SEO Commandments
Kim McDaniel (@tivogirl)Jamie Mottram (@jamiemottram)
June 22, 2012
1. Create content that people want to link to.
• Content should be high quality, relevant, specific and unique.
• This attracts SEO-boosting links from sites, social networks, etc.
• This is the Golden Rule, really.
2. Include keywords in headlines.
• Write out names and keywords in full.
• Put keywords at the start of the headline.– The Mullet Strategy: business (keywords) in the
front, party (cleverness) in the back.• Example : “Miami Heat Take NBA Title to South Beach”
• Related: Include keywords in URLs too.
Keyword Headline Examples
• Good: Los Angeles Kings win 2012 Stanley Cup against New Jersey Devils
• Bad: Kings' Cup filled with perseverance
• Good: NBA Finals a superstar showdown between Kevin Durant, LeBron James
• Bad: A full dance card at the NBA Finals
3. Include keywords in copy as well.
• Relevant keywords should be in the lead and seeded throughout the copy in a natural way.
– Example:• Headline: Jerry Sloan a finalist for Bobcats head coach
job• Lead: ESPN reported Monday night that former Utah
Jazz coach Jerry Sloan is one of three finalists for the Charlotte Bobcats' head coaching job.
4. Link from within (with keywords).
• Links embedded within a story bring SEO value. • Include keywords in the anchor text of links, and
avoid generic text such as “more ” and “here.” – Example: “Kevin Durant fought back tears” instead of
“fought back tears”.
• Link to relevant content on your own site. – Adding links to related in-network content at the bottom
of articles/posts is helpful too.
Linking Example
5. Include keywords in image titles too.
• Helps users discover content via image search.– Example: The top Google Image search result for
“bryce harper tattoo” is bryce-harper-tattoo.jpg.
6. Use keywords that people are using.
• Highlight keywords that are trending and also those that receive higher search volume over time (e.g. “BCS playoff,” 28,500,000 results vs. “college football playoff,” 7,340,000).
• Note: Google autosuggest is an excellent tool.
7. Publish quickly and update often.
• Relevance is achieved by speed and timeliness.
• The ideal scenario for breaking news is to publish quickly and then update as the story unfolds with additional information.
8. Get out ahead of big events.
• Plan ahead and get your content into search engines early and linked up from both within your site and hopefully from outside as well.
• Related: Don’t change URLs for big events year to year (e.g. “super-bowl” and not “super-bowl-2012”).
Big Events Example
9. Publish and favor original content.
• Original content ranks better than partner or wire content.
• Produce your own version of the story and pay it favor via programming/links across site.
10. Push social to help SEO.
• Get your content out via social channels quickly as part of the production process.
• Social signals impact search results.
Bonus: SEO Tools• Google Suggest: https://www.google.com/
– Good for highlighting what users are searching for in Google.
• Google Adwords Keywords: http://bit.ly/MJ4HnM– Highlights which keywords are most searched in Google – provides
estimates and is filtered.
• Google News Top Stories: https://news.google.com/– Good insight into what keywords are getting the most clicks/interest.
• Twitter Trends: https://twitter.com/– Real-time trending topics and keywords users are looking for.