Headlines & Tags @ RNWArne van ElkWeb specialistMultiMedia department
Headlines & Tags @ RNW Agenda introduction which topics should we cover? video: How search works search engine optimalisation headlines tags examples questions?
The importance of search enginesTraffic Sources Overview rnw.nl/English - January 1 – October 1, 2011
The importance of search enginesTraffic Sources rnw.nl/international-justice - January 1 – November 1, 2011
CTR Top 10 search results
Video: How Search Works
Video: How Search Works1. When you do a Google search, you aren’t actually searching the web, you’re searching Google’s index of the web2. Spiders use links to index more and more pages3. To determine relevance, Google asks questions. More than 200 of them. Like: how many times does this page contain the keywords? Do the words appear in the title?4. Pagerank: How many outside links point to a webpage, and how important are those links? Do they come from quality websites?5. Each search result includes a title, a URL, and a snippet of text, to help me decide whether this page is what I’m looking for.
Search Engine Optimalisation: SEO-pyramid
Search Engine Optimalisation: SEO-pyramid Share & like-buttons social Use Facebook, Twitter etc. Quality ‘inbound’ links Internal linksUnique links LinkbuildingReliable Searcher’s vocabularyUseful Keyword researchWell-writtenWell-timed keywords Important words in the right places Differentiation content quality & No barriers to people & spiders accessibility Design, navigation
Where do search engines look for keywords on a webpage? “Do the words appear in the title?”
What doYOU seefirst on awebpage ?
Where do search engines look for keywords on a webpage? page-title URL images(alt-text, filename, caption) headline (h1) tags opening lines /description alt-tag subheadings (h2, h3, bold, italic)
Keywords in headlines/page-titles. Important? First result is a page with keyword in the beginning of the title That’s no coincidence
HeadlinesMeet our headlines
Headlines on rnw.nl
Headlines in Google search results page-titleURLsearch snippet
Headlines in Google News results article-headlinesourcesearch snippet author
Personal note Headline (can be changed!) Teaser (can be changed!)Headlines on Facebook
Headlines on Twitter
Headlines in RSS-readers
Headlines on mobile platforms
a good headline / page title?
a good headline / page title?
A good headline• describes the essence of the article• makes sense to the reader• makes a promise about the content• has at least one keyword (or more)• is short (between 60 and 80 characters max.)
a good tag?• global• Europe• Company• culture• ICC Chief Prosecutor Luis Moreno Ocampo• sharia law• out-of-date food
Tags should be specific & on-topic
Tags should be specific & on-topicIs this about Mauro?
Tags should be specific & on-topicIs this about Mauro? No, but both articles had tag ‘politics’
Tags: organize the content of your siteSearch engines Navigation
Tags: organize the content of your siteSearch engines Navigation• links & anchor text• improve indexation• keyword repetition
Tags: organize the content of your siteSearch engines Navigation• links & anchor text • more about …• improve indexation • summary of available topics• keyword repetition • easy sharing / distribution
Being creative with tags:highlight specific topics
The problem with tags
A good tag …• searcher’s vocabulary• on-topic• specific (but not too specific)
Headlines & Tags: the ultrashort summary What words would people use to find your article? Use those keywords wisely. But don’t forget you write for human beings, not search engines. The main purpose of tags is: organizing your content. Use them economically & on-topic