Need To Get Found? Allison Fabella SEO / Social Media Manager, The Atlanta Journal-Constitution @alli12 Navigating the Wat...
About Allison Twitter: @alli12 <ul><li>- SEO/Social Media Manager, Atlanta Journal-Constitution </li></ul><ul><li>- Direct...
Where Can You Be Found?
Web Search Results
News Search Results
Web Search vs. News Search ( No Need to Choose a Favorite)
<ul><li>Web Search Process </li></ul><ul><li>Crawling </li></ul><ul><ul><li>- Same as news search </li></ul></ul><ul><li>I...
Indexing News Search Inclusion Request <ul><li>-  Google News </li></ul><ul><ul><li>http:// www.google.com/support/news_pu...
Ranking The Google News Process <ul><li>1.  Categorizing </li></ul><ul><li>2.  Ranking </li></ul><ul><ul><li>- Story Ranki...
Categorizing <ul><li>- A story-level event </li></ul><ul><li>- Identify stories by topic and location </li></ul><ul><ul><l...
Ranking: Story (Clustering) <ul><li>Top trending stories </li></ul><ul><li>In each category </li></ul>
Ranking: Article  <ul><li>- Localness of source </li></ul><ul><li>- Freshness </li></ul><ul><ul><li>Latest update of a sto...
Sitemaps “ Skipper, Do We Really Need a Sitemap?” “ NO, Little Buddy!”
<ul><li>-  Perfect  code </li></ul><ul><li>-  Perfect  navigation </li></ul><ul><li>-  Perfect  URL structure </li></ul><u...
The Differences <ul><li>Web Sitemap </li></ul><ul><li>URLs </li></ul><ul><ul><li>- Any date OK </li></ul></ul><ul><li>Publ...
More News Sitemap  Attributes  (Tags*) <ul><li>- Specify articles with/without registration </li></ul><ul><li>- Genre (i.e...
More Considerations “And the rest...”
In News Search, Image Counts
<ul><ul><li>- JPEG </li></ul></ul><ul><ul><li>- Inline/non-clickable </li></ul></ul><ul><ul><li>- Alt text & Captions </li...
Get Scientific About Your Data
Google Webmaster Tools
When Things Go Wrong
Google Webmaster Forum http://www.google.com/support/forum/p/Webmasters/label?lid=401d0e67c19e20e9&hl=en
Yahoo News <ul><li>- A  big  player in the news space </li></ul><ul><ul><li>- Possibly even  bigger  than Google News </li...
In a Nutshell <ul><li>Request inclusion </li></ul><ul><li>SEO best practices </li></ul><ul><li>Use sitemaps </li></ul><ul>...
Allison Fabella SEO/Social Media Manager, The Atlanta Journal-Constitution afabella@ajc.com / 404-526-2246 @alli12
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News vs web search fabella

  1. 1. Need To Get Found? Allison Fabella SEO / Social Media Manager, The Atlanta Journal-Constitution @alli12 Navigating the Waters of Web Search and News Search
  2. 2. About Allison Twitter: @alli12 <ul><li>- SEO/Social Media Manager, Atlanta Journal-Constitution </li></ul><ul><li>- Directs all strategic & tactical SEO & SM </li></ul><ul><ul><li>AJC.com </li></ul></ul><ul><ul><li>accessAtlanta </li></ul></ul><ul><ul><li>AJCHomefinder </li></ul></ul><ul><ul><li>AJCCars </li></ul></ul><ul><ul><li>AJCExchange </li></ul></ul><ul><ul><li>AJCJobs </li></ul></ul>
  3. 3. Where Can You Be Found?
  4. 4. Web Search Results
  5. 5. News Search Results
  6. 6. Web Search vs. News Search ( No Need to Choose a Favorite)
  7. 7. <ul><li>Web Search Process </li></ul><ul><li>Crawling </li></ul><ul><ul><li>- Same as news search </li></ul></ul><ul><li>Indexing </li></ul><ul><ul><li>- Open </li></ul></ul><ul><ul><ul><li>- Anyone can play </li></ul></ul></ul><ul><ul><li>- Indexes fast </li></ul></ul><ul><li>Ranking </li></ul><ul><li>- PageRank algorithm </li></ul><ul><ul><li>- Links very important </li></ul></ul><ul><li>Sitemap </li></ul><ul><ul><li>Aided w/sitemap.org protocol </li></ul></ul><ul><li>News Search Process </li></ul><ul><li>Crawling </li></ul><ul><ul><li>- Same as web search </li></ul></ul><ul><li>Indexing </li></ul><ul><ul><li>- Closed to news sites only </li></ul></ul><ul><ul><ul><li>- Must request inclusion </li></ul></ul></ul><ul><ul><li>- Indexes faster </li></ul></ul><ul><li>Ranking </li></ul><ul><ul><li>- 2-step process/algorithm </li></ul></ul><ul><ul><li>- Links part of criteria </li></ul></ul><ul><li>Sitemap </li></ul><ul><ul><li>- Aided w/Google News sitemap </li></ul></ul>
  8. 8. Indexing News Search Inclusion Request <ul><li>- Google News </li></ul><ul><ul><li>http:// www.google.com/support/news_pub/bin/answer.py?hl =en&answer=40787 </li></ul></ul><ul><li>- Yahoo News </li></ul><ul><ul><li>http:// help.yahoo.com/l/us/yahoo/news/forms/submitsource.html </li></ul></ul>
  9. 9. Ranking The Google News Process <ul><li>1. Categorizing </li></ul><ul><li>2. Ranking </li></ul><ul><ul><li>- Story Ranking </li></ul></ul><ul><ul><li>- Article Ranking </li></ul></ul>
  10. 10. Categorizing <ul><li>- A story-level event </li></ul><ul><li>- Identify stories by topic and location </li></ul><ul><ul><li>Cued by keywords in article </li></ul></ul><ul><ul><ul><li>Location, language, subject </li></ul></ul></ul><ul><li>- What you should do: </li></ul><ul><ul><ul><li>Open story with City, State </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. “Atlanta, GA – A fire broke out at ...” </li></ul></ul></ul></ul><ul><ul><ul><li>Put stories in relevant categories on site </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. www.ajc.com/sports/atlanta-braves </li></ul></ul></ul></ul><ul><ul><ul><li>Basic SEO keyword best practices </li></ul></ul></ul>
  11. 11. Ranking: Story (Clustering) <ul><li>Top trending stories </li></ul><ul><li>In each category </li></ul>
  12. 12. Ranking: Article <ul><li>- Localness of source </li></ul><ul><li>- Freshness </li></ul><ul><ul><li>Latest update of a story </li></ul></ul><ul><li>- Quality/trustworthiness of source </li></ul><ul><ul><li>% of original content </li></ul></ul><ul><ul><li>Readers’ preference </li></ul></ul><ul><li>Citation </li></ul><ul><ul><li>Original source attribution </li></ul></ul><ul><li>Note: Links NOT a factor </li></ul>
  13. 13. Sitemaps “ Skipper, Do We Really Need a Sitemap?” “ NO, Little Buddy!”
  14. 14. <ul><li>- Perfect code </li></ul><ul><li>- Perfect navigation </li></ul><ul><li>- Perfect URL structure </li></ul><ul><li>A URL with 3-digit article ID </li></ul><ul><li>If you don’t have all this, then you need a Sitemap! </li></ul>Not As Long as You Have...
  15. 15. The Differences <ul><li>Web Sitemap </li></ul><ul><li>URLs </li></ul><ul><ul><li>- Any date OK </li></ul></ul><ul><li>Publication Date </li></ul><ul><ul><li>- Not required </li></ul></ul><ul><li>Sitemap generator </li></ul><ul><ul><li>- Can use </li></ul></ul><ul><li>News Sitemap </li></ul><ul><li>URLs </li></ul><ul><ul><li>- 48 hours of articles </li></ul></ul><ul><li>Publication Date </li></ul><ul><ul><li>- Required </li></ul></ul><ul><li>Sitemap generator </li></ul><ul><ul><li>- Cannot use </li></ul></ul>
  16. 16. More News Sitemap Attributes (Tags*) <ul><li>- Specify articles with/without registration </li></ul><ul><li>- Genre (i.e. blog, press release, user generated) </li></ul><ul><li>- Keyword classifications (i.e. Sports, Business...) </li></ul><ul><li>- Ticker Symbols </li></ul><ul><li>- Max = 1,000 articles </li></ul><ul><ul><li>Use multiple sitemaps via index </li></ul></ul><ul><ul><li>Organize by category </li></ul></ul><ul><li>*See Google Webmaster Tools for Tag Options </li></ul>
  17. 17. More Considerations “And the rest...”
  18. 18. In News Search, Image Counts
  19. 19. <ul><ul><li>- JPEG </li></ul></ul><ul><ul><li>- Inline/non-clickable </li></ul></ul><ul><ul><li>- Alt text & Captions </li></ul></ul><ul><ul><li>- Large format </li></ul></ul><ul><ul><li>- Good ratio aspects </li></ul></ul>Consider the Following:
  20. 20. Get Scientific About Your Data
  21. 21. Google Webmaster Tools
  22. 22. When Things Go Wrong
  23. 23. Google Webmaster Forum http://www.google.com/support/forum/p/Webmasters/label?lid=401d0e67c19e20e9&hl=en
  24. 24. Yahoo News <ul><li>- A big player in the news space </li></ul><ul><ul><li>- Possibly even bigger than Google News </li></ul></ul><ul><li>- Formerly 100% selected editorially </li></ul><ul><ul><li>- Still editorial selection, but an algo-influenced process </li></ul></ul><ul><ul><li>- Based on search queries </li></ul></ul>
  25. 25. In a Nutshell <ul><li>Request inclusion </li></ul><ul><li>SEO best practices </li></ul><ul><li>Use sitemaps </li></ul><ul><li>Images count </li></ul><ul><li>Use GWMT for feedback </li></ul>
  26. 26. Allison Fabella SEO/Social Media Manager, The Atlanta Journal-Constitution afabella@ajc.com / 404-526-2246 @alli12
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