Talk at the 2017 State of Search conference in Dallas, TX Planning and designing a great infographic design is just half the battle. Next, you must publish, promote and share your infographics across your key communications channels—including your website, social media, blogs and mainstream media. This session will show you how it’s done by walking through how to optimize your infographics for SEO and social media, create an infographic landing page, execute an outreach strategy to influencers, and give you new ways to track and prove ROI for your infographics. Key Takeaways: How to optimize infographics for search Why—and how—to build an infographic landing page How to show ROI for your infographics online

1. October 9, 2017
Cool Infographics:
Publishing and Promotion
Randy Krum
Designer | Author | Instructor
@rtkrum
State of Search
Conference 2017

2. Global Internet Traffic Growth
(Petabytes/Month)
Cisco Visual Networking Index, 2016
2017
Over 200,000 Petabytes/Month by 2020
@rtkrum
#StateOfSearch

3. Image by Will Lion, 2008
@rtkrum
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4. Search term =
“Infographic”
0
100
50
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
@rtkrum
#StateOfSearch

5. Infographics Tell
Stories
Combining
Text
Illustrations
Data Visualizations
Layout@rtkrum
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6. Most
Infographic
s Suck!
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#StateOfSearch

7. Good Infographics are…
Understood
Quickly
Memorable Actionable
@rtkrum
#StateOfSearch

8. Fictional Infographic
SEO Strategies
Used by the
Experts!
Search Keywords
1. SEO
2. Experts
3. Strategies
@rtkrum
#StateOfSearch

9. “By failing to prepare,
you are preparing to fail.”
- Benjamin Franklin
Setup Your Infographic for
Success
@rtkrum
#StateOfSearch

10. Infographics and
“Search Engine Optimization"
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11. Web spiders
can’t see your
infographic
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12. The Goal:
Quality, High Ranking
BackLinks
Mashable
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13. Facebook, Twitter &
Pinterest
DON’T COUNT
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14. Not Relevant
Popular Content
Unrelated to site
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15. ONE DOES NOT SIMPLY
POST AN INFOGRAPHIC ON THE BLOG@rtkrum
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16. 1. Landing Page
2. Self-Promotion
3. Outreach
4. Tracking
Infographic Release
Strategy
@rtkrum
#StateOfSearch

17. Nail the Landing
@rtkrum
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18. 1. Infographic Landing Page
2. Title Tag
3. H1 Page Title
4. Text description with links
5. Image File Name
6. Image ALT attribute
7. Sharing buttons with custom text
8. Embed code
9. Shareable thumbnail
10.Mobile Friendly
11.EXIF Data
@rtkrum
#StateOfSearch

19. 1. Where to Post the Infographic?
You Want…
To direct as many views and links to one URL
To have control and analytics of the target URL
To be able to edit and modify@rtkrum
#StateOfSearch

20. Avoid just an image
SEO Strategies
Used by the
Experts!
http://coolinfographics.com/
SEO-Strategies-Experts-Infographic.jpg
@rtkrum
#StateOfSearch

21. A dedicated webpage
SEO Strategies
Used by the
Experts!
http://coolinfographics.com/
SEO-Strategies-Experts-Infographic.html
1. Analytics
2. Layout
3. Text
4. Meta Data
http://coolinfographics.com/
SEO-Strategies-Experts-Infographic.html
Put the Landing Page URL in the infographic image!
@rtkrum
#StateOfSearch

22. The Landing Page URL
Matters!
http://coolinfographics.com/SEOStrategiesExpertsInfographic.html
1. Includes Keywords
2. Search Spiders parse the page URL for keywords
3. Don’t run words together
@rtkrum
#StateOfSearch

23. Landing Page URL
http://coolinfographics.com/SEO_Strategies_Experts_Infographic.html
Underscore character “_” is a WORD JOINER
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24. Landing Page URL
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
Dash/Hyphen character “-” is a WORD SEPARATOR
@rtkrum
#StateOfSearch

25. Landing Page URL
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
1. Uses Keywords
2. Search Spiders parse the page URL for keywords
3. Use separator: Don’t run words together
4. Sequence Matters
5. Add the word “infographic”
TIP: Create a shortened link for long URLs: http://bit.ly/1Ua4TBB
http://bit.ly/SEOinfographic@rtkrum
#StateOfSearch

26. http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
Landing Page URL
@rtkrum
#StateOfSearch

27. Landing Page Layout
< >
Sharing Buttons
Text Description
Infographic Image
Embed Code
@rtkrum
#StateOfSearch

28. 2. Title Tag
<head>
<title>Expert SEO Strategies Infographic</title>
</head>
Use natural language
Avoid “Keyword Stuffing”
Word order matters (most important first)
<body>
</body>
@rtkrum
#StateOfSearch

29. Why are Title Tags Important?
Search Results
Visible to the User Social Default
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30. Keep Title Tags
Under 55
Characters
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31. Title Tag Tool
@rtkrum
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32. Expert SEO Strategies Infographic
Title Tag
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
@rtkrum
#StateOfSearch

33. 3. Page Title
<head>
</head>
<body>
<h1> SEO Strategies Used By The Experts</h1>
</body>
Displays at the top of the page for the reader
H1 header style identifies this as the most important text on the page
@rtkrum
#StateOfSearch

34. Expert SEO Strategies Infographic
Page Title
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
SEO Strategies Used By The Experts
@rtkrum
#StateOfSearch

35. 4. Text Description
Use natural language, Avoid “Keyword Stuffing”
Displays on the page for the reader
May include text links
Keep short, only 1-2 paragraphs
We surveyed 200 of the top SEO industry experts to identify
the top strategies used today. The infographic below
breaks down the most common strategies and tactics used
by the experts. Learn more about our SEO services!
@rtkrum
#StateOfSearch

36. Expert SEO Strategies Infographic
Description
Text
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
SEO Strategies Used By The Experts
We surveyed 200 of the top SEO industry experts to identify the top
strategies used today. The infographic below breaks down the most
common strategies and tactics used by the experts. Learn more about our
SEO services!
@rtkrum
#StateOfSearch

37. 5. Meta Description
Use natural language, Avoid “Keyword Stuffing”
Displays as text snippet in search results
Keep short, less than 160 characters
@rtkrum
#StateOfSearch

38. 5. Meta Description
<head>
<meta name="description" content="This infographic
breaks down the most common strategies and tactics
used by the top SEO industry experts”
</head>
<body>
</body>@rtkrum
#StateOfSearch

39. 6. Social Sharing
ButtonsCan use individual Social Buttons
Or a multi-button service
Place at top of page for easy sharing
@rtkrum
#StateOfSearch

40. Customize
the
default text
@rtkrum
#StateOfSearch

41. Expert SEO Strategies Infographic
Social
Sharing
Buttons
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
SEO Strategies Used By The Experts
We surveyed 200 of the top SEO industry experts to identify the top
strategies used today. The infographic below breaks down the most
common strategies and tactics used by the experts. Learn more about our
SEO services!
@rtkrum
#StateOfSearch

42. 7. Infographic
Image
Filename
SEO Strategies
Used by the
Experts!
Infographic.jpg
Infographic Final Final Final.jpg
NO
@rtkrum
#StateOfSearch

43. SEO-Strategies-Experts-Infographic SEO Strategies Experts Infographic
SEO_Strategies_Experts_Infographic SEOStrategiesExpertsInfographic
_ Underscore is a word joiner
- Hyphen/Dash is a word separator
=
=
@rtkrum
#StateOfSearch

44. A Good Image
Filename
SEO Strategies
Used by the
Experts!
SEO-Strategies-Experts-Infographic.jpg
@rtkrum
#StateOfSearch

45. 8. Image ALT Text Attribute
<body>
<img src=“SEO-Strategies-Experts-Infographic.jpg” alt=“Top
SEO Strategies Used By Expert marketing consultants to
improve the PageRank of web pages”>
</body>
Text displayed when images are turned off in the browser
Also used for accessibility software
Should be natural language
@rtkrum
#StateOfSearch

46. Expert SEO Strategies Infographic
Image
File
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
SEO Strategies Used By The Experts
We surveyed 200 of the top SEO industry experts to identify the top
strategies used today. The infographic below breaks down the most
common strategies and tactics used by the experts. Learn more about our
SEO services!
SEO Strategies
Used by the
Experts!
@rtkrum
#StateOfSearch

47. 9. Embed Code
Others can use the code to display your infographic on their website
Avoids downloading the image and uploading to their server
Gives you control over the HTML used by others
@rtkrum
#StateOfSearch

48. Embed Code
Fully functional HTML code
Don’t overdo it - you will scare off sharing
You control the image, the link, the Alt-Text and the Display text@rtkrum
#StateOfSearch

49. Embed Code
<body>
<p>Please share this infographic on your site by copying and pasting the code
below</p>
<textarea style=“width:540px;height:100px”>
<a href= “http://coolinfographics.com/SEO-Strategies-Experts-
Infographic.html”>
<img src=“ SEO-Strategies-Experts-Infographic-small-500px.jpg” alt=“Top SEO
strategies used by expert marketing consultant to improve the PageRank of
websites”>
</a>
<p> SEO Strategies Used By The Experts - An infographic by the team at <a
href="http://coolinfographics.com" >Cool Infographics</a>
</textarea>
</body>@rtkrum
#StateOfSearch

50. Expert SEO Strategies Infographic
Embed
Code
http://coolinfographics.com/SEO-Strategies-Experts-Infographic.html
http://coolinfographics.com/
SEO-Strategies-Experts-Infographic.html
@rtkrum
#StateOfSearch

51. Landing Page Layout
< >
Sharing Buttons
Text Description
Infographic Image
Embed Code
@rtkrum
#StateOfSearch

52. 10. Mobile Friendly
In April 2015, Google started using Mobile Friendliness as a ranking factor
@rtkrum
#StateOfSearch

53. Don’t use IMG
attributes to reduce
image size
SEO Strategies
Used by the
Experts!
2,000px wide
<body>
<img src=“SEO-Strategies-Experts-
Infographic.jpg” width = “800” height = “1500”>
</body>
NO
@rtkrum
#StateOfSearch

54. Compress
images to
reduce file size
and faster page
load times
SEO Strategies
Used by the
Experts!
SEO
Strategies
Used by the
Experts!
800px wide for
original
infographic
500px wide for
embed code and
blog posts
@rtkrum
#StateOfSearch

55. Use Google’s Mobile
Friendly Test
@rtkrum
#StateOfSearch

56. 11. Edit the EXIF
Data
@rtkrum
#StateOfSearch

57. EXIF Editor (Mac)
@rtkrum
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58. EXIF Editor (Mac)
@rtkrum
#StateOfSearch

59. 1. Infographic Landing Page
2. Title Tag
3. H1 Page Title
4. Text description with links
5. Image File Name
6. Image ALT attribute
7. Sharing buttons with custom text
8. Embed code
9. Shareable thumbnail
10.Mobile Friendly
11.EXIF Data
@rtkrum
#StateOfSearch

60. 2. Self Promotion
Infographic
Landing Page
Company Website
Company Blog
Company
Social Media
Email
Newsletter
Company
Website
Home Page
@rtkrum
#StateOfSearch

61. 9. Shareable Thumbnails
For Social Media Sharing
@rtkrum
#StateOfSearch

62. Image
Sharing
Issues
@rtkrum
#StateOfSearch

63. Explicit vs. Implicit images
@rtkrum
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64. Explicit images only
2:1 Aspect Ratio
@rtkrum
#StateOfSearch

65. Post on Company’s Social Media
1. Post across all company channels
2. Post multiple times
3. All posts link to the Infographic Landing Page
4. Post different days of the week
5. Post different times of the day
6. Include thumbnail images@rtkrum
#StateOfSearch

66. Promoted Posts
Facebook’s 20% Rule
@rtkrum
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67. New Facebook Image Tester
facebook.com/ads/tools/text_overlay
@rtkrum
#StateOfSearch

68. 3. Outreach
Key
Influencers
News
Media
Personal
Networks
Infographic
Sites
@rtkrum
#StateOfSearch

69. Key Influencers
Search for authors that have posted on similar topics
1. Active?
2. PageRank?
3. Traffic?
4. Followers?
5. Infographics?
@rtkrum
#StateOfSearch

70. Your Message to
Influencers
• Personal Note
• Why relevant to their audience
• Link to infographic Landing Page
• Text description of infographic
@rtkrum
#StateOfSearch

71. Outreach Errors
• Don’t send a form letter
• Don’t get the influencer name or website
wrong
• Don’t include the JPG image
• Don’t offer exclusivity
• Don’t ask for a reply to get the link
@rtkrum
#StateOfSearch

72. Infographics Sites
1. Self Publishing Sites
2. Free Submission Sites
3. Paid Submission Sites
List on: coolinfographics.com/links
@rtkrum
#StateOfSearch

73. PR News Sites
@rtkrum
#StateOfSearch

74. 4. Tracking
Social
Shares
Backlinks Posts
Without Links
Web Stats
@rtkrum
#StateOfSearch

75. Google Analytics
@rtkrum
#StateOfSearch

76. Link Shortener Analytics
@rtkrum
#StateOfSearch

77. Check the Social Counters on
top backlink sites
Your
Counters
Other Counters
@rtkrum
#StateOfSearch

78. Site
Explorer
majestic.com
@rtkrum
#StateOfSearch

79. Open Site
Explorer
moz.com/researchtools/ose
@rtkrum
#StateOfSearch

80. Reverse Image Search
@rtkrum
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81. Reverse Image Search
@rtkrum
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82. coolinfographics.com/book
Download a Free Chapter!
@rtkrum
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83. DFW Data Visualization & Infographics
#DFWDataVizMeetup.com/DFWDataViz
@rtkrum
#StateOfSearch

84. Contact
infonewt.com
@rtkrum
coolinfographics.com
randy@infonewt.com
@rtkrum
#StateOfSearch