SEO: A communications pro’s guide to crafting rankable content

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What You’ll Learn:: 

Remember that hilarious article, “20 weird things you can’t believe happened”? It was going nuts on Facebook. But now when you search for it, it seems to have disappeared.

Well, no wonder. The headline tells you nothing, says Carolyn Shelby. 20 what things? Happened how?

This brilliant session will help you avoid such search-engine clunkers and write in a way that is both interesting and informative.

Discover how to create content that springs to the top of the search results every time.

  • Learn SEO 101: How it works, what it is and why you should care
  • Craft the perfectly optimized blog post
  • Master the five "musts" of writing for social sites like Facebook and Twitter
  • Create easily searchable content on your YouTube channel
  • Find the best keywords for your industry
  • Write keyword-rich copy without compromising readability
  • Unearth the keywords your customers search for

Search Engine Optimization is a way of packaging content so Google, Bing and others properly understand what you’re looking for.

Find out what those blasted search engines want. Search Engines want to refer users to content and websites that are the most relevant to the user query.

So you must learn the factors that determine relevancy. Do other people link to or talk about the site? Are the sites that link to it authoritative themselves?

Glean tips for using keywords—while avoiding the sins of “keyword stuffing” and buying links. “Oh, my God, you might get kicked out of Google,” Shelby says.

Find out why you shouldn’t run ads—unless you need to (think newspaper websites). Learn how to answer the question you anticipate searchers asking—because this will help Google match your content with user intent.

Have you claimed your Google place page? Find out why you must do that before someone else does.

Learn how to optimize videos and images so Google understands them. Write for the robots as well as the people. You cannot rank in users’ searches for words that are not on your page. Structure your message.

“If you show a picture of your pizza and just say, ‘Yum, that looks good,’ Google doesn’t know what that picture is. You have to say, ‘Awesome deep dish pizza,’ or, ‘Yum, deep dish pizza’—something like that, so Google can make connections.”

This session, full of usable details, is one you won’t want to miss—especially if your competitors are already watching it. Start now.

April 2014

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Presenter bio: 

Carolyn Shelby

Carolyn Shelby is director of SEO at Chicago Tribune Media Group.