SEO tips for hyperlocal publishers

By | August 27, 2019

Hi. I’m Chris, and
today, we’re going to be talking about
search engine optimisation for hyperlocal publishers. SEO can seem quite
complicated and intimidating to a lot of people. What I want to get
across in this video is that it doesn’t need to
be– that there are some very simple techniques that you can
follow to make sure that you’re following the best practises. It’s not about becoming
an expert in this. You just need to be
able to do enough. The other thing to note is
that a lot of these techniques are good for search
engine optimisation, but they’re actually
pretty common sense, and there are
other benefits that come from following
these techniques anyway. We can split SEO up
into two main aspects. There’s on-site SEO, which
is all about making sure that you’ve got
content on your site that people are looking for
and that search engines can make sense of it. Then there’s off-site
SEO, which is essentially about having relevant,
quality websites linking to your website. We’re not going to cover that in
too much detail in this video, but suffice to say, more links
to your site is a good thing. On-site SEO breaks
down into two aspects. There’s site-wide SEO,
which is just making sure that your website
is setup generally, and then there’s
per-post SEO, which is each individual
post making sure you’re using the right
techniques to get the right information in
there for the search engines. As far as site-wide
SEO is concerned, we’re talking about
things like making sure your website has
been coded correctly, which allows search engines
to work their way through it and see what
information is there. It’s also about making
sure your website is mobile friendly, which is
increasingly important. For our purposes, that really
means responsive design. It’s also about making sure that
your URLs are human readable– that they’ve got
proper words in them. It’s not just a string
of text and numbers. The good news is that
most hyperlocal publishers are going to be using
standard blogging platforms, like WordPress,
Joomla, SquareSpace. And these platforms take
care of all of this for you. You don’t even have
to think about it. If you’re self-hosting
WordPress and you want to take this
on an extra level, then you can instal
an SEO plug-in, like Yoast or All
in One SEO that will go a little
bit further and will take care of some additional
configuration for you. Whereas site-wide SEO
is the kind of thing that you’ll set up once and
then you can pretty much forget about it, per-post SEO
is the kind of thing that you’ll be doing every
time you publish a post. So there are three main things
that you should bear in mind when you’re writing a post. One is getting your
keywords into the title that you’re writing. The second one is getting
those same keywords into the main body of the post. And then thirdly, it’s
about getting those keywords into extra stuff that
might be in that post. So that might be the
meta description, the alt text of the images
that you’re using, and anything else
that might crop up. If you do those three
things, then you’re doing most of the
work to making sure that your posts are going to
be picked up by search engines. If you want to take this
a little bit further, then there are additional little
techniques that you can use. For example, if you’re
posting a video or some audio, then you might
want to think about including the transcript
for that as well. Search engines can’t look at
a video or a piece of audio and understand what
words are in them, so you kind of have to
help them along a bit. So posting the transcript
there can be useful for that. The other thing that you
might want to bear in mind is the speed of your
website is going to be affected by things
like the size of the images that you upload. So if you’re uploading
massive 20-megabyte images, that’s going to
slow your site down. You can use image compression
tools– ImageOptim for the Mac, File Optimizer
for PC– that will make your file sizes smaller. They’ll load more quickly
and give a better experience on your site as well as
helping with search engine optimisation. On the other hand, there are
a few things that you really don’t want to do. For example, don’t try and
think that you’re smarter than the search engines. If you found a trick that gets
you top of the search results, then the bear in mind that it
might be something that Google will crack down on later. So don’t try to play the system. Don’t go overboard
with this as well. Search engine optimisation
isn’t the be all and end all. You really want to
make sure that you’re striking a good balance
of writing content that will be found in search
engines, but it’s also going to be read by the
humans who visit your website. So there are three
main things to remember when it comes to SEO and
hyperlocal publishing. The first one– make sure
that you’re publishing content that people are looking for. Secondly, make sure that your
site is search engine friendly. And thirdly, make sure
that each of your posts are search friendly as well. It takes a lot of effort
to run a hyperlocal website and to write all the posts
that need to go on there. Putting a little
bit of extra effort into it to make
sure that everything is search engine
optimised is just going to make sure
that your posts stand the best chance of reaching
the biggest audience possible. It’s really about
getting started as soon as you can to start
reaping the benefits of this. If you’re interested in more,
then visit Nesta website for additional resources.

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