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Digesting Digital Media for Today’s RDN: SEO & Social Media Your Gut Can Tolerate

Digesting Digital Media for Today’s RDN: SEO & Social Media Your Gut Can Tolerate. 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

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Digesting Digital Media for Today’s RDN: SEO & Social Media Your Gut Can Tolerate

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  1. Digesting Digital Media for Today’s RDN: SEO & Social Media Your Gut Can Tolerate Sheila Mulhern UVA Health Systems April 16, 2014

  2. 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 Objectives

  3. 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?

  4. Organic vs Paid Results

  5. How does SEO work? http://mt3consulting.com/2013/04/economics-spotlight-power-excellent-content/

  6. What does Google use to Rank Pages? google-systems.com

  7. Plan • Produce • Publish • Promote The 4 P’s of Content Marketing

  8. 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

  9. 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 headlines Produce & Publish

  10. 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

  11. 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 Advertising

  12. 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! PR Agencies & Food Companies

  13. 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

  14. Website Traffic Google analytics SiteMeter Statcounter Omniture Web alerts Comments Likes Shares Ad revenue New opportunities Measuring Success

  15. 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 How Web Analytics are Helpful

  16. 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 Analytics Key Terms

  17. 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 *BlogherFood Facts Survey 2012

  18. http://www.bitchinnutrition.com/food-for-thought/dr-oz/

  19. 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 Topic Trends & Ideas

  20. 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 • InspiredRDhttp://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

  21. 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 • FoodEpix Social Media for the RD

  22. 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 Other Helpful Resources

  23. 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

  24. 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

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