Posts Tagged ‘seo’

Social media & SEO :: any common ground?

June 7, 2010

Social media and search engine optimisation (SEO) have competing goals.

One aims to pull users to a designated website, while the other enables and encourages conversations on third-party property.

To unite the two goals healthcare marketers need to find the common ground, which is the content created and shared between marketers and patients.

Search Engine Optimization Techniques

June 4, 2010
  1. Website Analysis
  2. Content Optimization
  3. Sitemaps and Submission
  4. Reporting and Ongoing Maintenance
  5. Defining META Tags

Glossary of New Media Terms

May 29, 2010

Search Engine Optomization [SEO] has become an essential weapon in the arsenal of online business. Unfortunately for most healthcare marketers it also somewhat of an enigma! This is due party to the fact that the field is new and changing rapidly and also the fact that SEO experts tends to speak a language unknown to lay marketers!

I have generated this glossary from as an expert from “An SEO Glossary – Common SEO Terms Defined” By Glenn Murray. It is a remedy and explanation of SEO terms in plain and simple english …

algorithm :: A complex mathematical formula used by search engines to assess the relevance and importance of websites and rank them accordingly in their search results. These algorithms are kept tightly under wraps as they are the key to the objectivity of search engines (i.e. the algorithm ensures relevant results, and relevant results bring more users, which in turn brings more advertising revenue).

backlink :: A text link to your website from another website.

crawl :: Google finds pages on the World Wide Web and records their details in its index by sending out \u2018spiders\u2019 or \u2018robots\u2019. These spiders make their way from page to page and site to site by following text links. To a spider, a text link is like a door.

domain name :: The virtual address of your website (normally in the form http://www.yourbusinessname.com). This is what people will type when they want to visit your site. It is also what you will use as the address in any text links back to your site.

Flash :: A technology used to create animated web pages.

Google :: The search engine with the greatest coverage of the World Wide Web, and which is responsible for most search engine-referred traffic. Of approximately 11.5 billion pages on the World Wide Web, it is estimated that Google has indexed around 8.8 billion. This is one reason why it takes so long to increase your ranking!

Google PageRank :: How Google scores a website\u2019s importance. It gives all sites a mark out of 10.

keyword :: A word which your customers search for and which you use frequently on your site in order to be relevant to those searches. This use known as targeting a keyword. Most websites actually target \u2018keyword phrases\u2019 because single keywords are too generic and it is very difficult to rank highly for them.

keyword density :: A measure of the frequency of your keyword in relation to the total wordcount of the page. So if your page has 200 words, and your keyword phrase appears 10 times, its density is 5%.

keyword phrase :: A phrase which your customers search for and which you use frequently on your site in order to be relevant to those searches.

link :: A word or image on a web page which the reader can click to visit another page. There are normally visual cues to indicate to the reader that the word or image is a link.

link path :: Using text links to connect a series of page (i.e. page 1 connects to page 2, page 2 connects to page 3, page 3 connects to page 4, and so on). Search engine \u2018spiders\u2019 and \u2018robots\u2019 use text links to jump from page to page as they gather information about it, so it\u2019s a good idea to allow them traverse your entire site via text links.

link popularity :: The number of links to your website. Link popularity is the single most important factor in a high search engine ranking. Webmasters use a number of methods to increase their site’s link popularity including article PR, link exchange (link partners / reciprocal linking), link buying, and link directories.

link text :: The part of a text link that is visible to the reader. When generating links to your own site, they are most effective (in terms of ranking) if they include your keyword.

meta tag :: A short note within the header of the HTML of your web page which describes some aspect of that page. These meta tags are read by the search engines and used to help assess the relevance of a site to a particular search.

natural search results :: The \u2018real\u2019 search results. The results that most users are looking for and which take up most of the window. For most searches, the search engine displays a long list of links to sites with content which is related to the word you searched for. These results are ranked according to how relevant and important they are.

rank :: Your position in the search results that display when someone searches for a particular word at a search engine.

robots.txt file :: A file which is used to inform the search engine spider which pages on a site should not be indexed. This file sits in your site\u2019s root directory on the web server. (Alternatively, you can do a similar thing by placing tags in the header section of your HTML for search engine robots/spiders to read.

Sandbox :: Many SEO experts believe that Google \u2018sandboxes\u2019 new websites. Whenever it detects a new website, it withholds its rightful ranking for a period while it determines whether your site is a genuine, credible, long term site. It does this to discourage the creation of SPAM websites (sites which serve no useful purpose other than to boost the ranking of some other site). Likewise, if Google detects a sudden increase (i.e. many hundreds or thousands) in the number of links back to your site, it may sandbox them for a period (or in fact penalize you by lowering your ranking or blacklisting your site altogether).

search engine :: A search engine is an online tool which allows you to search for websites which contain a particular word or phrase. The most well known search engines are Google, Yahoo, and MSN.

site map :: A single page which contains a list of text links to every page in the site (and every page contains a text link back to the site map). Think of your site map as being at the center of a spider-web.

Optimizing Marketing News Releases for Searches

May 27, 2010

I recently came across some tips for gaining top visibility for press releases in both search engines and media that I thought were worth sharing.

Following are excerpts from a recent session led by Meg Walker, Director of Online Marketing for PRWeb.

1. Meet audience demand.
To me, this is the first step in any successful marketing communications endeavor. Walker reminds us, though, that this step is critical in finding the right hook.

She recommends the following criteria:
* Know your audience. What is it potential prospects and media are interested in? In what tone should they be spoken to? Do they appreciate a certain angle over another?
* Be relevant. More than just understanding your audience, give them content that is both relevant and timely
* Satisfy customer demand. To know what the demand is, first research popular trends in search engines and monitor the pulse of your industry. By creating content that is related to hot topics, you can create far more visibility for your releases.

2. Stay focused.
We used to call this the “single ad message.” What is the one thing you want your audience to feel or remember as a result of seeing your message?

The same strategy goes for press releases. Writing about only one topic per release will keep keywords focused, and it will rank higher in search engines. Saying too much dilutes your message, and you run the risk that the audience will miss your key point.

3. Use images for search.
Images can increase the click-through rate on releases in both regular and news search by 15 – 25%.

The experts at PRWeb say they have seen releases that used 3 images generate more than 50 articles.

“We also find that many people are discovering images via image search, which then draws them back not only to the release, but to the customer web sites.”

4. Use videos to engage visitors
Using video in news releases can increase time on pages by up to 500 percent.

Video content is becoming more common, but right now, the inclusion of video is still a great way to stand out.

5. Optimize your release
Walker recommends the following specific tactics:

Anchor text links – use 3:

• One to homepage

• One to product page

• One to blog post

Alt-tag – An alt tag helps your images get discovered in search engines.

URL Keyword – Top keywords can be used as part of the URL string, so be sure and include those during the release selection process.

Description Tag – Add a keyword-rich and compelling description tag.

Title of release – The title of the release will become the title tag of the page, which is a vital element of your on-page optimization. If you have a target phrase, ensure your phrase leads the title of the release.