Transcript Social Media and SEO Your Gut Can Tolerate

Digesting Digital Media for
Today’s RDN: SEO & Social
Media Your Gut Can Tolerate
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Sheila Mulhern
UVA Health Systems
April 16, 2014
Learn how to make the most of your website or blog
 Gain a basic understanding of search engine
optimization
 Strategies for creating desirable user content
 How to use linking building strategies
 How to optimize and measure SEO results
 Understand how to use public relations, advertising
and social media to promote your content
 RD branding and tailoring content to your audience
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Objectives
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Search Engine Optimization –
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The active process of optimizing website ranking in
search engines within organic/natural search results
of major search engines – Google, Yahoo, Bing
Why do we need SEO?
Users most likely to click top links or links on first
page
 Improve traffic to your website
 Techniques can help improve your rank
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What is SEO?
Organic vs Paid Results
How does SEO work?
http://mt3consulting.com/2013/04/economics-spotlight-power-excellent-content/
What does Google use to Rank Pages?
google-systems.com
Plan
Produce
Publish
Promote
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The 4 P’s of Content Marketing
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What type of blog or content do you want to
publish?
What’s your niche?
 Plan your editorial schedule
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What keywords are popular?
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Freekeywords.wordtracker.com
Assess related websites
Google Trends (http://www.google.com/trends/)
 Compete.com
 Alexa.com
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Plan
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Variables that Influence Your Blog
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Content and Headline
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Keywords
Formatting
Link placement
 Number of links
 Images, surveys
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What doesn’t click?
Links far off to the side
 Embedded links
 Boring headlines
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Produce & Publish
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Submit your site to search engines
www.google.com/addurl
 //siteexplorer.search.yahoo.com/submit
 Search.msn/docs/submit.aspx
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Google Recipe View
 Advertising, PR, social media
 Time of day
 Duration
 Using third party content providers
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Homepage vs. channel index page placement
Promotion
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Way to monetize your
blog
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Joining Advertising
Networks
Display advertising
 Web banners, etc
 Pay-per-click/cost per
click
 Cost per action
 Email ads
 Social media
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Google AdSense
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Advertising
Best for new bloggers
 Free
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Google AdWords
More advanced
 Account to purchase
PPC advertisements on
Google and Google
Search Network
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Product reviews
 Samples
 Event access
 Establishing boundaries
 Opportunities to work as
spokesperson
 Selling recipes
 Can boost trust value for SEO if
featured on other websites
 Be your own PR rep!
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PR Agencies & Food Companies
Active Monthly Users
Facebook: 1.19 bn
YouTube: 1 bn
Google+: 300m
Twitter 232 m
LinkedIn: 181 m
Instagram 150 m
Pinterest: 70 m
Tumblr: 50 m
Kamber Nov. 2013 survey results
Social Media
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Website Traffic
 Google analytics
 SiteMeter
 Statcounter
 Omniture
 Web alerts
Comments
 Likes
 Shares
 Ad revenue
 New opportunities
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Measuring Success
Use to see how blog is performing
 See what site web traffic is coming from
 Gage content interest of users
 Track top performing stories
 Find areas for improvement
 Highlight performance metrics for
audience development and increased ad
revenue
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How Web Analytics are Helpful
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Unique users (uniques) – a measure of the number of people who
visit your blog in a certain timeframe (~30 days)
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One person who visits your blog four times in one day is one unique
(has one distinct IP address)
Pageviews – measure of the number of pages on your blog that
are accessed by Internet users
Traffic sources – sources where inbound links come from
Time spent – Average amount of time readers spend on blog
Keywords – can use analytics to find what users are searching for
when they access your site
Bounce rate – percentage of visitors who enter the site and
“bounce” or leave rather than continue viewing more site pages
Analytics Key Terms
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Why is online media important for
registered dietitians?
Self-branding and promotion
 Reliable source for the community
 Reader interest in food and nutrition
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90% of users went online for recipes*
 73% trust food blogs*
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Networking opportunity
The Role of the RD
*Blogher Food Facts Survey 2012
http://www.bitchinnutrition.com/food-for-thought/dr-oz/
Food focused
 Experiences
 Photography
 Taste first along with
healthy
 Healthy food that tastes
good
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Series (in season,
market watch, ask
experts, taste test)
 New research
 Product reviews
 Recipes
 Nutrition Analysis
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Nutrition Blog Topic
Trends & Ideas
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Nutrition Blog Network
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http://www.nutritionblognetwork.com/directory
Have to be an RD and active website for at least 3 months
Submit blog; Blogger directory by category/author
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InspiredRD http://inspiredrd.com/
Kumquat (gluten free) http://www.kumquatblog.com/
Toby Amidor Nutrition tobyamidornutrition.com/my-blog/
Ellie Krieger (Food Network Dietitian) www.elliekrieger.com/
Jackie Newgent (natural recipes) jackienewgent.com/recipe-blog/
BlogHer
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http://www.blogher.com/
RD’s in the Nutrition Blog Network
Facebook, Twitter Instagram, Flickr,
 Pinterest
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Creating healthy recipe boards
Photo Media – websites that select food photos
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Healthy Aperture (only healthy eating site)
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http://www.healthyaperture.com/
Food Gawker
 TasteSpotting
 Feastie
 Kitchen Artistry
 Cook Eat Share
 FoodEpix
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Social Media for the RD
Food Blog Code of Ethics
 Food Blog Alliance
 Nutrition Blog Network
 BlogHer
 Food Porn Index (healthy to unhealthy food tracking
 CookSmarts (meal planning)
 Fotobabble
 Statsilk (interactive maps)
 Infographics
 Wordle.net (word clouds)
 Podcasts
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Other Helpful Resources
SEO is a complex but usable tool to improve
page rank and website performance
 Social Media continues to grow as an important
tool for SEO and website development
 RD’s have many tools and opportunities to use
online media to promote healthy eating and
their own RD brand.
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Summary
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Jones, Kristopher. Search Engine Optimization: Your visual
blueprint for effective Internet marketing, 3rd ed. John Wiley
& Sons. Hoboken, NJ, 2013.
The Huffington Post Complete Guide to Blogging. Simon &
Schuster Paperbacks. New York, NY, 2008.
Senyei, Kelly. Food Blogging for Dummies. John Wiley &
Sons. Hoboken, NJ, 2012.
http://smallbiztrends.com/2013/11/what-is-the-differencebetween-adsense-and-adwords.html
http://www.google.com/adsense/start/why-adsense.html
google-systems.com
References