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Search Engine Optimization Newspapers Answering the Query Photo © Adrian van Leen for  openphoto.net  CC:PublicDomain
What Are Search Engines?
What Is SEO? What is SEO?
Why Does SEO Matter? Why does SEO matter?
Why Does SEO Matter? Why does SEO matter?
[object Object],Photo:  Wikipedia Search Why does SEO matter?
How People Consume News ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo by  gailjadehamilton Online News Use
How People Use Search Engines ,[object Object],[object Object],[object Object],[object Object],[object Object],Photo by  Denard   Vincente How People Use Search Engines
Surf The Search Tide Photo by  thelastminute   Surf the Search Tide
Keyword Research Keyword Research
Seasonal Search Traffic Photo by  zircon3035 Seasonal Search Traffic
Seasonal Search Traffic ,[object Object],[object Object],[object Object],[object Object],Seasonal Search Traffic
Personality Search Traffic Photo by  Bjorn Hanson   Personality Search Traffic
Brett Favre Searches ,[object Object],[object Object],[object Object],[object Object],[object Object],Brett Favre Searches
Search Analytics photo © Sarah Klockars-Clause for  openphoto.net   CC:Attribution-ShareAlike Search Analytics
Search Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Analytics
SEO In The Wild ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO in the Wild Source:  Compete.com
Anatomy Of SEO’ed News Anatomy of SEO’d News
 
 
 
 
 
 
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results Huffington Post Search Results
Huffington Post Search Results iPad Tablet Search Surge
SEO is Dead! Long Live SEO! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image by  Wikipedia SEO is Dead! Long Live SEO!
My Web History My Web Searches
Social Media Social Media
Social Media Social Media
Real-Time Web Real Time Web
Social Search Social Search
Mobile Search Image by  Google Mobile Search
The Ultimate Search Pro Photo by  machernucha   The Ultimate Search Pro
The Ultimate Search Pro ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Ultimate Search Pro
Tunheim Slide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tunheim Partners
Contact Me Slide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Contact

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Search Engine Optimization For Newspapers

Editor's Notes

  1. Thinking about how I consume media: Morning television news Laptop Check email Family, Friends & colleagues Visit links Save and/or share them Twitter & Facebook Share and retweet Search Based on TV Based on online Might visit actual news sites Ride to work: Check email and/or headlines on phone Radio Rewind Voice search Email to myself Share with networks Mobile app or site At work: Email from people Email newsletters Aggregators From specific news organizations Social networks Facebook & Twitter Search: For my own benefit For clients Mobile Throughout the day Walking down the hall In meetings At lunch Search Sharing Commute home Same After work Evening news Search Share Out & about Search Share
  2. What are search engines? Rather than a place to go for information, think about them as: Bill Tancer: Database of desires People tell search engines what they want They are answer engines On-Demand content When they want it
  3. What is SEO? Search Engine Marketing (SEM) Search Engine Advertising (SEA) Google AdWords, Yahoo!, Bing, Ask For Fee Pay Per Click (PPC) Search Engine Optimization (SEO) All search engines Natural Results Web design Matching Your content to keyword searches Why one page shows up and another does not? Keywords on the page Placement of the keywords Design of the page Authority of the web site Frequency of content Links to the content Text of links Authority of links Topicality of links Number of links Competition Deliberate optimization Competing authority
  4. Becoming a primary means by which people find news More convenient Aggregated content Don’t have to wade through a Web site
  5. Pew Internet, 2008: Average day: Lots of email General searches News reading
  6. Why does SEO matter? Everyone uses search engines 2004 Pew Internet: 84% of online Americans use search engines Second only to email as most popular online activity ComScore Average Internet user performs 33 searches a month The primary means by which people find news Google/Yahoo!/Bing set expectations Internal search must be as good Drives traffic Impressions Registrations
  7. Ambient Awareness Hear about it See it on TV Hear it on radio See it in social media They will: Visit news web site News aggregators iGoogle Digg Search Social Bookmarks - Delicious Receive/Share in social networks Email newsletters Mobile sites/apps
  8. Search for more information after learning about news Search query Scan for exact match or very close match Click link Scan for exact query
  9. Certain types of search traffic is predictable Breaking news Event-based search Seasonal search Personality search Pop culture search
  10. Research keywords What search terms to people use to find your site What are people searching for generally Google Insights for Search WordTracker KeywordDiscovery Editorial calendar synchronization
  11. Familiar with the prom season Either because you’ve got teens Or because you publish prom content Aware that proms take place in April
  12. Seasonal traffic Prom Fashions example 2004 Mall of America microsite Begins to rise in January Peaks in April, during prom season Bill Tancer, author of Click Magazine prom fashion features in January Extend the advertising runs
  13. Celebrity Searches Brett Favre search traffic
  14. Track searches News coverage Events
  15. Search traffic ties directly into analytics Understanding keyword patterns, search searches & behavior is important But understanding the entire process is equally important
  16. Through search analytics you can learn Who is visiting your site Where they came from How they arrived at your site What they did they do on your site & Ultimately, Why: Insight
  17. Huffington Post Low labor costs Aggregates content SEO to maximize page views Examiner.com Low labor costs Local content Quantity, not necessarily quality SEO to maximize page views
  18. Graphic appeal Front page devoted to one story Photo commands attention Content teases below
  19. Related content teases in photos Headline: Apple iPad Tablet Release Update stamp Social sharing tools RSS Feed Interactive features encourage registration Content tagging Ask visitors to share story Aggregated news updates Email signups, share, comment Most popular content encourages deep visits
  20. Incorporates social content Mid story advertising Promo popular bloggers Trending tags Email signup again “ Breaking News”
  21. Huffington Post Apps & Feeds Creating lasting connections More distribution channels Big News pages Topic aggregation Follow on Facebook & Twitter Related HuffPo content Bing search Content syndication deal?
  22. Real-time Twitter feed Links to other related news Your Reaction? Encourage interaction Registration More in Technology Encourage deeper visits
  23. Google AdSense Ads About popular comments section At the bottom Scroll through content to get to feature Robust comment system Moderation Ratings Fans Favorites Abuse Promo iPhone App
  24. HuffPo Article Optimized for Apple iPad Tablet Release Combination Apple iPad Tablet Apple iPad Release
  25. Google Web Search Top link
  26. Google News Search Top link
  27. Yahoo Web Search Second link
  28. Yahoo News Search Second link
  29. Bing Web Search Fifth link Above the scroll
  30. Bing News Search Second link
  31. Interest begins at 9 a.m. Peaks at 10 a.m. Then sharply declines By that time, a new front page story Anticipated traffic
  32. Personalized search results Google keeps track of your site visits My web history Get more personalized search results based on what you've searched for and which sites you've visited. See personalized query suggestions in Google Suggest based on what you've searched for and which sites you've visited.
  33. Links to news about Apple iPad announcement shared in Twitter
  34. Links to news about Apple iPad announcement shared in Facebook Trusted sources = Recipient of link is more likely to visit Link has been vetted: They’ll feel better about sharing with their networks
  35. Links from social media shared through Google real-time search
  36. Google’s Social Search experiment Google rolled out yesterday Includes content from my social network Trusted networks Social networks as a content distribution channel are increasingly important
  37. Mobile Search: Voice activated search Aggregation applications Geolocation Augmented Reality
  38. What to look for in an in-house search optimization professional? Must understand communications, first and foremost Not just a techno-wiz Must completely understand SEO Also understand your CMS And your publishing process Understand online communities Who and where they are How people behave online How they consume media online Keyword research/analysis skills Understand analytics Understand the connection between content & advertising