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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