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seo journalism

Presented by

Arnie Kuenn (@ArnieK)


Michael Schwartz (@ValleyoftheSuns )

SEO & Journalism

optimizing for search is critical
Optimizing for Search is Critical
  • When someone types a keyword into the search box, there are only two possible outcomes:
    • They will find you.
    • They will find your competitor.

Twitter: @ArnieK @ValleyoftheSuns

search marketing reality
Search Marketing Reality
  • Organic search traffic can be so valuable, it can sustain an entire business.
  • Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call.

Twitter: @ArnieK @ValleyoftheSuns

why be concerned about search
Why Be Concerned About Search?
  • The #1 position will get clicked 43% of the time!

Source: Did-it, Enquiro, and Eyetools.

Twitter: @ArnieK @ValleyoftheSuns

how does search work
How Does Search Work?

Bot or Spider

Twitter: @ArnieK @ValleyoftheSuns


What Do the Search Engines Look For?

Title tag

H1 tag



Meta Description

Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.

Twitter: @ArnieK @ValleyoftheSuns

search engine results
Search Engine Results

Indented Listing

Local Listing

Twitter: @ArnieK @ValleyoftheSuns

create good content
Create Good Content
  • Build articles around your keywords
  • Add real value to the reader
    • Unique
    • Informative
    • Entertaining
  • Who do you link to?
    • Good neighbors
    • It’s your reputation
    • Get links back!

Twitter: @ArnieK @ValleyoftheSuns

proper on page optimization in order of importance for 2010
Proper On-Page Optimization(in order of importance for 2010)
  • Links - internal & external
  • Freshness of content & keyword usage
  • Title tag (viewed in results)
  • Image Alt text
  • H1 tag
  • Description meta tag (viewed in results)
  • URL structure
  • Page load times (Google Caffeine)

Twitter: @ArnieK @ValleyoftheSuns

biggest factor is still inbound links
Biggest Factor is Still Inbound Links
  • The best links:
    • Are from trusted sites
    • Have proper anchor text
    • Have varied anchor text
    • Are from many different domains (new 2010)
    • Determined editorially

Twitter: @ArnieK @ValleyoftheSuns

how does social influence rankings
How Does Social Influence Rankings?
  • Real-time links (Twitter & Facebook)
  • Social news links (Digg, Reddit, Delicious)
  • Can influence the actual rankings for your articles
    • Provide Backlinks (but short term value)
    • Mentions & Signals

Twitter: @ArnieK @ValleyoftheSuns

how to appear in google news
How to Appear in Google News
  • Need to submit your URL to Google first
  • Article URLs must be:
    • Unique
    • Permanent
    • Display a three-digit number
  • To see if a site is already included in Google News, type [ ], into the search box and click "Search News."

Twitter: @ArnieK @ValleyoftheSuns

recommended plug ins
Recommended Plug-Ins
  • All-In-One SEO Pack
  • Feedburner Feedsmith (RSS feed)
  • Google XML Sitemaps
  • Social Bookmarking Reloaded (or similar)
  • Wordpress Mobile (or similar)
  • Yet Another Related Posts Plugin (adv.)
  • podPress (podcasting)

Twitter: @ArnieK @ValleyoftheSuns

an example of a linkworthy article
An Example of a Linkworthy Article
  • Links are the currency of SEO.
  • Interview the people who would create the buzz/get you links and tweets.
  • For me that included Peter Robert Casey, a top-10 NBA tweeter, and Suns VP of digital operations, Jeramie McPeek.
  • Results
    • 40 backlinks (,,,
    • 43 tweets (including one from the @NBA account)
    • PR4 page

Twitter: @ArnieK @ValleyoftheSuns

headlines for seo
Headlines for SEO
  • Consider using different headlines for print and online (LA Times).
  • Sprinkle keywords into your headlines, especially at the beginning of them.
  • Google Adwords Keyword Tool – shows what people are searching.
  • BUT use your knowledge of the news cycle to understand when a keyword/topic is hot, it might get a much larger amount of searches.
  • Think ahead of what people will be searching.

Twitter: @ArnieK @ValleyoftheSuns

different ways to get on page 1
Different Ways to get on Page 1
  • For some keywords, it could be impossible to rank on Page 1 for an article.
  • For example, I can get an article to rank on Page 1 for "Amare Stoudemire trade rumors," but not "Amare Stoudemire."
  • The former search is valuable NOW (timely), but not usually.
  • News Results at top, Social Circle Results at bottom (HUGE for traffic).

Twitter: @ArnieK @ValleyoftheSuns

an average month nothing targeted
An Average Month, Nothing Targeted
  • Dec. 27-Jan. 26
    • 28,167 unique visits (900/day)
    • 16.7 percent from search (about 4400, or 140/day)
  • Got one day of nice traffic from "Tracy McGrady," for a trade story involving him.

Twitter: @ArnieK @ValleyoftheSuns

a focus on amare related keywords
A Focus on Amare-Related Keywords
  • Jan. 27-Feb. 9
    • 28,290 unique visits in 13 days (2150/day)
    • 25 percent from search (about 6776, or 500 a day)
  • Top 3 and 7 of the top 10 relate to Amare.
  • When people are searching a hot topic, make sure they find you and not your competitor.

Twitter: @ArnieK @ValleyoftheSuns

free seo resources
Free SEO Resources
  • SEO Educational Videos:
  • Online Marketing & Related Webinars:
  • Expert Interview Series:

Twitter: @ArnieK @ValleyoftheSuns

Q & A

Contact: Michael Schwartz

602-314-3471 (direct)