Day to Day SEO for Content Producers - Malcolm Coles - #BrightonSEO


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If you work on a site that publishes regular editorial content, how do you outperform bigger publishers or national news organisations? I’ll be using celebrity gossip site as a case study to explain how content creators can make SEO part of their everyday workflow. Forget massive site audits that sit on shelves gathering dust. This is all about how to embed SEO best practice with writers, and what free tools to use. That and naked celebs.

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Day to Day SEO for Content Producers - Malcolm Coles - #BrightonSEO

  1. 1. Not long to the pub …
  2. 2. About me
  3. 3. SEO and trending topics <ul><li>Where can you find what people are searching for now? </li></ul><ul><li>How can you use that info if your site is in Google News? </li></ul><ul><li>How can you use it if you’re not in Google News? </li></ul><ul><li>How can you make the most of Google News? </li></ul>URLs for all sites:
  4. 4. What people are searching for now <ul><li>Free sources of data </li></ul>
  5. 5. The best data
  6. 6. Good sources: Google / analytics
  7. 7. Interesting sources
  8. 8. News organisations
  9. 9. Ignore Google trends
  10. 10. How to use that info if your site’s in Google News
  11. 11. How are they searching?
  12. 12. When Leslie Nielsen died
  13. 13. Adding years to reality shows
  14. 14. I’m a Celebrity 2010
  15. 15. What if you’re not in Google News?
  16. 16. Karen Gillan’s underwear This graph:
  17. 17. Karen Gillan’s underwear Weekends
  18. 18. Kelly Brook Playboy
  19. 19. Some testing I did … <ul><li>What time is the Carling Cup final? – 10 mins work - Risk of jail: low </li></ul><ul><li>Snoods banned – 5 mins work - Risk of jail: low </li></ul><ul><li>Census question 17 blank – 15 mins work - Risk of jail: low </li></ul><ul><li>Vodafone blogs hijacked by anti-cuts protestors – 15 mins work - Risk of jail: low </li></ul><ul><li>Google Circles: a new social network – 10 minutes work – Risk of jail: low </li></ul><ul><li>Coventry sack Aidy Boothroyd – 2 mins work - Risk of jail: low </li></ul>
  20. 20. What time is the Carling Cup Final? <ul><li>I only thought of this the night before … </li></ul><ul><li>Original headline was “What time is the Carling Cup final”. Changed headline and published second post based on most popular keyphrase – all too late. </li></ul><ul><li>Also some search terms triggered a Google News box. </li></ul><ul><li>Search traffic: 516 Total traffic: 715 </li></ul><ul><li>Lessons </li></ul><ul><li>Plan ahead </li></ul><ul><li>Think about your headline carefully </li></ul><ul><li>Publish twice </li></ul>10 mins
  21. 21. Snoods banned <ul><li>First piece of content published to the internet about the banning of snoods. But fairly quickly triggered a news box. </li></ul><ul><li>Hardly anyone searched. </li></ul><ul><li>Headline was terrible. As was the content. </li></ul><ul><li>Search traffic: 48, Total traffic: 103 </li></ul><ul><li>Lessons </li></ul><ul><li>Think about your headline carefully </li></ul><ul><li>You can’t compete with Google News </li></ul>5 mins
  22. 22. Census question 17 blank <ul><li>Lots of questions on Twitter. </li></ul><ul><li>Some forums and a couple of blogs beat me to it – but I still beat lots of news organisations. </li></ul><ul><li>Got lots of tweets – and ranked far higher than I expected… </li></ul><ul><li>Search traffic: 2,250 Total traffic: 2,809 </li></ul><ul><li>Got 2 links! </li></ul><ul><li>Lessons </li></ul><ul><li>Answer a genuine question people have around a topical issue. </li></ul>15 mins
  23. 23. Vodafone blogs hijacked <ul><li>Second person to publish on this. But story died a death. </li></ul><ul><li>Search traffic: 40 Total traffic: 145 </li></ul><ul><li>Got a link by telling someone about the screenshot I had! </li></ul><ul><li>Lessons </li></ul><ul><li>If you’ve got useful content, tell news blogs. </li></ul>15 mins
  24. 24. Google Circles <ul><li>Second site to publish something on this. </li></ul><ul><li>Was briefly 3 rd in Google. </li></ul><ul><li>But initial headline of “Google Circles” was crap. </li></ul><ul><li>A news box was triggered – and I was quickly bumped by other news sources. </li></ul><ul><li>Search traffic: 76 Total views: 285 </li></ul><ul><li>Lessons </li></ul><ul><li>You can’t compete with Google News. </li></ul><ul><li>Think about the headline. </li></ul>10 mins
  25. 25. Coventry sack Aidy Boothroyd <ul><li>Published very early – but still beaten by Reuters driven sites. </li></ul><ul><li>Got edged out by Google News and other publishers very quickly. </li></ul><ul><li>Search traffic: 6 Total traffic: 14 </li></ul><ul><li>Lessons </li></ul><ul><li>You can’t compete with Google News. </li></ul><ul><li>Headline was a bit crap – too optimised. </li></ul>2 mins
  26. 26. Conclusions <ul><li>Your blog can compete with news organisations – but not if a Google News box appears. So don’t try to compete with “hard news”. </li></ul><ul><li>Publish as soon as you can. </li></ul><ul><li>Spend time on the headline. </li></ul><ul><li>Do it for links, not traffic – which means find something useful to say (with more time a Carling Cup countdownometer might have been a good bit of linkbait) </li></ul><ul><li>Social media is important. Tell everyone you want them to RT is as part of an experiment for a free SEO event? </li></ul>
  27. 27. Any questions? <ul><li>Blog: </li></ul><ul><li>Twitter: @malcolmcoles </li></ul><ul><li>URLs are at: </li></ul><ul><li>Graph is at </li></ul><ul><li>Check out </li></ul>
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