15 SECRETSby         Presented by     Frederick Townes
BASELINE
ABOUTSenior Technical Advisor, MashableFounder, W3 EDGECo-founder, PlacesterFounding CTO, MashableFounder, W3 MARKUP
CONSISTENTLY,  EXPERIMENT & MEASURE       “Figure out” your media channels and get your subscription options         toget...
CONSISTENTLY,  EXPERIMENT & MEASURE                       “Figure out” your formats: podcasts, video, chatPresented by Fre...
CONSISTENTLY,  EXPERIMENT & MEASURE“Figure out” your community hubs: facebook pages / groups, google+, linkedin           ...
CONSISTENTLY,  EXPERIMENT & MEASURE      Make it easy to track activity: pick a link shortener and stick with it, use     ...
CONSISTENTLY,  EXPERIMENT & MEASURE      Dial in your site structure: consolidate categories / tags, avoid archivesPresent...
CONSISTENTLY,  EXPERIMENT & MEASURELow hanging fruit: look for top positions, highest relevant keyword phrases (longtail o...
CONSISTENTLY,  EXPERIMENT & MEASURESet up multi-channel funnels in google analytics so you can track touch points and     ...
TRANSPARENCY    Communicate intent and vision to readers in some section of the web site                               dev...
TRANSPARENCY         Who are you, what do you talk about? What do you stand for? What’s                           your bac...
TRANSPARENCY          Provide social proofPresented by Frederick Townes                          15 Secrets by
THINKING                       Every page in a site is a search results page (SRP)Presented by Frederick Townes           ...
USABILITY  Navigability: use fixed sidebar or masthead (with breadcrumbs if appropriate)Presented by Frederick Townes      ...
USABILITY           Leave no visitor behind: Progressively enhance the user interfacePresented by Frederick Townes        ...
CONTENT      MARKETING STRATEGY     Create: how-tos, walk-throughs, tours, interviews, roundups, collections /            ...
CONTENT      MARKETING STRATEGY                                Use stumbleuponPresented by Frederick Townes               ...
CONTENT      MARKETING STRATEGY                            Don’t broadcast: engage on social mediaPresented by Frederick T...
CONTENT      MARKETING STRATEGY                                Use editorial linkingPresented by Frederick Townes         ...
CONTENT      MARKETING STRATEGY                   Let users subscribe to topics via email (use mailchimp)Presented by Fred...
GET YOUR <head> RIGHT                                 Make your titles natural                   Use meta and keyword tags...
GET YOUR <head> RIGHT                    Add open graph metas on every page, no exceptionsPresented by Frederick Townes   ...
GET YOUR <head> RIGHT                                Use the Facebook debuggerPresented by Frederick Townes               ...
GET YOUR <head> RIGHT                                Address duplicate titles and meta tagsPresented by Frederick Townes  ...
GET YOUR <head> RIGHT        Also, add description copy to tag and category pages you want to rankPresented by Frederick T...
OTHER MECHANICS                  Verify with Google Webmaster Tools and Microsoft BingPresented by Frederick Townes       ...
OTHER MECHANICS                                Use rel="author", create author pagesPresented by Frederick Townes         ...
OTHER MECHANICS                                Use image and video sitemaps                     Microdata is your friend, ...
OTHER MECHANICS                                Switch to HTML5, use it wiselyPresented by Frederick Townes                ...
DRIVE TRAFFIC:           MASTER NEXT CLICK            OPPORTUNITIES                          Paginate posts themselves, ca...
DRIVE TRAFFIC:           MASTER NEXT CLICK            OPPORTUNITIES                           Add galleries and suggest re...
BE SOCIAL                           Use large images for more effective sharing             Add canonical headers to image...
BE SOCIAL                                Network offline, like youre doing today                                      Allo...
BE SOCIAL                    Use facebook comments, livefyre or disqus for postsPresented by Frederick Townes             ...
BE SOCIAL                          Reply to comments, don’t just approve themPresented by Frederick Townes                ...
PERFORMANCE                                Optimize your social media buttonsPresented by Frederick Townes                ...
PERFORMANCE                                Get load time down to ~4s                                   Optimize for onload...
PERFORMANCE                The average page is ~1MB, not great, especially for mobilePresented by Frederick Townes        ...
MONETIZATION                                Create eBooks from old contentPresented by Frederick Townes                   ...
MONETIZATION      Focus on earning readers: be a content marketer rather an interrupter -    avoid prestitials, interstiti...
MONETIZATION                       Use AdSense on old posts, search and 404 pagesPresented by Frederick Townes            ...
MONETIZATION              Eat your own dog food: affiliate with products you believe inPresented by Frederick Townes      ...
MONETIZATION                        Use Wufoo for better conversion rates and statsPresented by Frederick Townes          ...
MOBILE                   Suggest your native app, but keep your site functional                                (progressiv...
SECURITY                                Obfuscate file directory structurePresented by Frederick Townes                    ...
SECURITY                                Use noncesPresented by Frederick Townes                15 Secrets by
SECURITY                                Nightly backupsPresented by Frederick Townes                     15 Secrets by
SECURITY           Add (HTTP) basic authentication to /wp-admin/ and wp-login.phpPresented by Frederick Townes            ...
SECURITY                                Use securiPresented by Frederick Townes                15 Secrets by
GENERAL TIPS              Not on WordPress? Get on WordPress              On WordPress? Use W3 Total Cache, Wordpress SEO ...
CHEERSGet a site audit:innovationredefined@w3-edge.comFollow me: @w3edge
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15 Optimization Secrets of Top Media Companies

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Provides practical tips for making progress with your blog / site today.

The intersection of the following types of optimization will be reviewed in a cohesive manner helping you to kill multiple birds with one stone, no silver bullets, but actionable insight.

Topics include: conversion rate optimization, social media optimization, search engine optimization, web site optimization and usability.

Published in: Technology, Sports, Business
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  • opening questions:\n\n- who&apos;s a writer / editor?\n- who&apos;s a webmaster?\n- who&apos;s responsible for more than one site?\n- who is a DIY or professional developer?\n- who&amp;#x2019;s realized network effect across one or more (social) channels?\n- who&apos;s built a site to profitability?\n
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  • 15 Optimization Secrets of Top Media Companies

    1. 1. 15 SECRETSby Presented by Frederick Townes
    2. 2. BASELINE
    3. 3. ABOUTSenior Technical Advisor, MashableFounder, W3 EDGECo-founder, PlacesterFounding CTO, MashableFounder, W3 MARKUP
    4. 4. CONSISTENTLY, EXPERIMENT & MEASURE “Figure out” your media channels and get your subscription options together: pinterest / instagram / flickr, facebook, twitter, slidesharePresented by Frederick Townes 15 Secrets by
    5. 5. CONSISTENTLY, EXPERIMENT & MEASURE “Figure out” your formats: podcasts, video, chatPresented by Frederick Townes 15 Secrets by
    6. 6. CONSISTENTLY, EXPERIMENT & MEASURE“Figure out” your community hubs: facebook pages / groups, google+, linkedin groups, yelp, yahoo answers, stack overflow et alPresented by Frederick Townes 15 Secrets by
    7. 7. CONSISTENTLY, EXPERIMENT & MEASURE Make it easy to track activity: pick a link shortener and stick with it, use campaigns with your analytics tools, use native RTsPresented by Frederick Townes 15 Secrets by
    8. 8. CONSISTENTLY, EXPERIMENT & MEASURE Dial in your site structure: consolidate categories / tags, avoid archivesPresented by Frederick Townes 15 Secrets by
    9. 9. CONSISTENTLY, EXPERIMENT & MEASURELow hanging fruit: look for top positions, highest relevant keyword phrases (longtail or short), with the highest impressions and dial in your on-page and off page to push those furtherPresented by Frederick Townes 15 Secrets by
    10. 10. CONSISTENTLY, EXPERIMENT & MEASURESet up multi-channel funnels in google analytics so you can track touch points and measure network effect growthPresented by Frederick Townes 15 Secrets by
    11. 11. TRANSPARENCY Communicate intent and vision to readers in some section of the web site devoted to thatPresented by Frederick Townes 15 Secrets by
    12. 12. TRANSPARENCY Who are you, what do you talk about? What do you stand for? What’s your background / credibility?Presented by Frederick Townes 15 Secrets by
    13. 13. TRANSPARENCY Provide social proofPresented by Frederick Townes 15 Secrets by
    14. 14. THINKING Every page in a site is a search results page (SRP)Presented by Frederick Townes 15 Secrets by
    15. 15. USABILITY Navigability: use fixed sidebar or masthead (with breadcrumbs if appropriate)Presented by Frederick Townes 15 Secrets by
    16. 16. USABILITY Leave no visitor behind: Progressively enhance the user interfacePresented by Frederick Townes 15 Secrets by
    17. 17. CONTENT MARKETING STRATEGY Create: how-tos, walk-throughs, tours, interviews, roundups, collections / infographics (data-driven), tools or even productsPresented by Frederick Townes 15 Secrets by
    18. 18. CONTENT MARKETING STRATEGY Use stumbleuponPresented by Frederick Townes 15 Secrets by
    19. 19. CONTENT MARKETING STRATEGY Don’t broadcast: engage on social mediaPresented by Frederick Townes 15 Secrets by
    20. 20. CONTENT MARKETING STRATEGY Use editorial linkingPresented by Frederick Townes 15 Secrets by
    21. 21. CONTENT MARKETING STRATEGY Let users subscribe to topics via email (use mailchimp)Presented by Frederick Townes 15 Secrets by
    22. 22. GET YOUR <head> RIGHT Make your titles natural Use meta and keyword tags for pages you want to rankPresented by Frederick Townes 15 Secrets by
    23. 23. GET YOUR <head> RIGHT Add open graph metas on every page, no exceptionsPresented by Frederick Townes 15 Secrets by
    24. 24. GET YOUR <head> RIGHT Use the Facebook debuggerPresented by Frederick Townes 15 Secrets by
    25. 25. GET YOUR <head> RIGHT Address duplicate titles and meta tagsPresented by Frederick Townes 15 Secrets by
    26. 26. GET YOUR <head> RIGHT Also, add description copy to tag and category pages you want to rankPresented by Frederick Townes 15 Secrets by
    27. 27. OTHER MECHANICS Verify with Google Webmaster Tools and Microsoft BingPresented by Frederick Townes 15 Secrets by
    28. 28. OTHER MECHANICS Use rel="author", create author pagesPresented by Frederick Townes 15 Secrets by
    29. 29. OTHER MECHANICS Use image and video sitemaps Microdata is your friend, master structured markupPresented by Frederick Townes 15 Secrets by
    30. 30. OTHER MECHANICS Switch to HTML5, use it wiselyPresented by Frederick Townes 15 Secrets by
    31. 31. DRIVE TRAFFIC: MASTER NEXT CLICK OPPORTUNITIES Paginate posts themselves, categories / tagsPresented by Frederick Townes 15 Secrets by
    32. 32. DRIVE TRAFFIC: MASTER NEXT CLICK OPPORTUNITIES Add galleries and suggest related galleries Make content into a share-able series by suggesting related contentPresented by Frederick Townes 15 Secrets by
    33. 33. BE SOCIAL Use large images for more effective sharing Add canonical headers to images when sharing imagery directlyPresented by Frederick Townes 15 Secrets by
    34. 34. BE SOCIAL Network offline, like youre doing today Allow and give guest postsPresented by Frederick Townes 15 Secrets by
    35. 35. BE SOCIAL Use facebook comments, livefyre or disqus for postsPresented by Frederick Townes 15 Secrets by
    36. 36. BE SOCIAL Reply to comments, don’t just approve themPresented by Frederick Townes 15 Secrets by
    37. 37. PERFORMANCE Optimize your social media buttonsPresented by Frederick Townes 15 Secrets by
    38. 38. PERFORMANCE Get load time down to ~4s Optimize for onloadPresented by Frederick Townes 15 Secrets by
    39. 39. PERFORMANCE The average page is ~1MB, not great, especially for mobilePresented by Frederick Townes 15 Secrets by
    40. 40. MONETIZATION Create eBooks from old contentPresented by Frederick Townes 15 Secrets by
    41. 41. MONETIZATION Focus on earning readers: be a content marketer rather an interrupter - avoid prestitials, interstitials, takeovers, popups, push downs, roll overs etcPresented by Frederick Townes 15 Secrets by
    42. 42. MONETIZATION Use AdSense on old posts, search and 404 pagesPresented by Frederick Townes 15 Secrets by
    43. 43. MONETIZATION Eat your own dog food: affiliate with products you believe inPresented by Frederick Townes 15 Secrets by
    44. 44. MONETIZATION Use Wufoo for better conversion rates and statsPresented by Frederick Townes 15 Secrets by
    45. 45. MOBILE Suggest your native app, but keep your site functional (progressive enhancement isn’t optional)Presented by Frederick Townes 15 Secrets by
    46. 46. SECURITY Obfuscate file directory structurePresented by Frederick Townes 15 Secrets by
    47. 47. SECURITY Use noncesPresented by Frederick Townes 15 Secrets by
    48. 48. SECURITY Nightly backupsPresented by Frederick Townes 15 Secrets by
    49. 49. SECURITY Add (HTTP) basic authentication to /wp-admin/ and wp-login.phpPresented by Frederick Townes 15 Secrets by
    50. 50. SECURITY Use securiPresented by Frederick Townes 15 Secrets by
    51. 51. GENERAL TIPS Not on WordPress? Get on WordPress On WordPress? Use W3 Total Cache, Wordpress SEO Read seomoz.org Read inbound.orgPresented by Frederick Townes 15 Secrets by
    52. 52. CHEERSGet a site audit:innovationredefined@w3-edge.comFollow me: @w3edge

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