Instructor: Erik Deutsch (@ErikDeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional UCLA X469.21 Spring 2015 Meeting 2 (April 21): •Nothing is “Off-the-Record” •SEO for the PR pro •Online reputation management •Make yourself easy to find (inbound links and referrer sites) •Guest speaker: Tony Adam (@TonyAdam) President & CEO, Visible Factors
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Instructor: Erik Deutsch (@ErikDeutsch)#SocMedUCLA
Best Practices in Social Media for the Communications Professional
UCLA X469.21 Spring 2015
Meeting 2 (April 21): •Nothing is “Off-the-Record”•SEO for the PR pro•Online reputation management•Make yourself easy to find (inbound links and referrer sites)•Guest speaker: Tony Adam (@TonyAdam) President & CEO, Visible Factors
POST
UCLA X469.21 Spring 2015
eople you’re want to reach
bjectives
trategies
actics / technologies (“new shiny objects”)
Social Media is:• Easy to post• Easy to share • Easy to find
• Hard (if not impossible) to delete
UCLA X469.21 Spring 2015
Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings.
UCLA X469.21 Spring 2015
1) Relevance - How relevant is your page content to the keyword query of your visitor?
2) Authority – Based on the company you keep. In other words, which sites link to your site, and who shares your links on social media
UCLA X469.21 Spring 2015
• Visible (on-page) and non-visible (source code) content
– Meta Tags - Optimize your Title and Description tags– Alt Tags - Alternative text attached to images (to provide search
engines crawlable text in the webpage code) – Headings - Titles and subtitles (e.g. H1 and H2 tags) on the page
help break blocks of content into smaller, clearly labeled sections.
– Body Text - Focus on 2 or 3 keywords per page and write for users, not the search engines (avoid “keyword stuffing”)
UCLA X469.21 Spring 2015
• External inbound links – Value depends on credibility and popularity of the sites that link to your site. Note .edu and .gov trump the rest, and the NY Times trumps a small-time blogger (links from spammy sites can actually reduce authority).
• “Anchor” text – The visible, clickable text in a hyperlink should be keyword-focused.
• Link relevancy – How relevant is the content on the linking page and the target page?
• Popularity & Trustworthiness – What’s the “Page Rank” of the linking page?
UCLA X469.21 Spring 2015
SEM - Search Engine Marketing •Purchasing links
•Akin (in PR speak) to "Earned" vs. "Paid" media
UCLA X469.21 Spring 2015
The results that come up when you perform a Google search
UCLA X469.21 Spring 2015
And remember... all content and links are not created equal.
"The solution to pollution is dilution."
UCLA X469.21 Spring 2015
Develop multiple content assets to help push down negative links (as well as negative, autosuggested searches).
Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube videos), press releases through online wire services, blog entries and social
media profiles.
"The solution to pollution is dilution."
UCLA X469.21 Spring 2015
1. Use relevant keywords (and position them prominently)
2. Use “anchor text” (embedded) links
3. Short, SEO and Tweet-friendly headlines (Google displays roughly first 65 characters in search results)
UCLA X469.21 Spring 2015
Instructor: Erik Deutsch (@ErikDeutsch)
Twitter hashtag: #SocMedUCLA
Best Practices in Social Media for the Communications Professional
Meeting 2 (April 21):Guest speaker:
Tony Adam (@TonyAdam) President & CEO, Visible Factors
UCLA X469.21 Spring 2015
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