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Digesting Digital Media for Today’s RDN: SEO & Social Media Your Gut Can Tolerate
Sheila MulhernUVA Health SystemsApril 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 audienceObjectives
Search Engine Optimization – 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
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
PlanProducePublishPromote
The 4 P’s of Content Marketing
What type of blog or content do you want to publish? What’s your niche? Plan your editorial schedule
What keywords are popular? Freekeywords.wordtracker.com
Assess related websites Google Trends
(http://www.google.com/trends/) Compete.com Alexa.com
Plan
Variables that Influence Your Blog Content and Headline
Keywords Formatting
Link placement Number of links Images, surveys
What doesn’t click? Links far off to the side Embedded links Boring headlinesProduce &
Publish
Submit your site to search engines www.google.com/addurl //siteexplorer.search.yahoo.com/submit Search.msn/docs/submit.aspx
Google Recipe View Advertising, PR, social media Time of day Duration Using third party content providers
Homepage vs. channel index page placement
Promotion
Advertising
Way to monetize your blog Display advertising
Web banners, etc Pay-per-click/cost
per click Cost per action Email ads Social media
Joining Advertising Networks
Google AdSense Best for new
bloggers Free
Google AdWords More advanced Account to purchase
PPC advertisements on Google and Google Search Network
PR Agencies & Food Companies
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!
Social Media
Active Monthly Users
Facebook: 1.19 bnYouTube: 1 bnGoogle+: 300mTwitter 232 mLinkedIn: 181 mInstagram 150 mPinterest: 70 mTumblr: 50 m
Kamber Nov. 2013 survey results
Measuring Success
Website Traffic Google analytics SiteMeter Statcounter Omniture Web alerts
Comments Likes Shares Ad revenue New opportunities
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 revenueHow Web Analytics are
Helpful
Analytics Key Terms
Unique users (uniques) – a measure of the number of people who visit your blog in a certain timeframe (~30 days)
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
Why is online media important for registered dietitians? Self-branding and promotion Reliable source for the community Reader interest in food and
nutrition 90% of users went online for
recipes* 73% trust food blogs*
Networking opportunity
The Role of the RD*Blogher Food Facts Survey 2012
http://www.bitchinnutrition.com/food-for-thought/dr-oz/
Nutrition Blog Topic Trends & Ideas
Food focused Experiences Photography Taste first along with
healthy Healthy food that
tastes good
Series (in season, market watch, ask experts, taste test)
New research Product reviews Recipes Nutrition Analysis
Nutrition Blog Network 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 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
http://www.blogher.com/ RD’s in the Nutrition Blog Network
Facebook, Twitter Instagram, Flickr, Pinterest
Creating healthy recipe boards Photo Media – websites that select food
photos Healthy Aperture (only healthy eating site)
http://www.healthyaperture.com/ Food Gawker TasteSpotting Feastie Kitchen Artistry Cook Eat Share FoodEpixSocial 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) PodcastsOther 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.
Summary
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-difference-between-adsense-and-adwords.html
http://www.google.com/adsense/start/why-adsense.html
google-systems.com
References