15 Optimization Secrets of Top Media Companies

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 together: pinterest / instagram / ﬂickr, facebook, twitter, slidesharePresented by Frederick Townes 15 Secrets by

CONSISTENTLY, EXPERIMENT & MEASURE “Figure out” your formats: podcasts, video, chatPresented by Frederick Townes 15 Secrets by

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

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

CONSISTENTLY, EXPERIMENT & MEASURE Dial in your site structure: consolidate categories / tags, avoid archivesPresented by Frederick Townes 15 Secrets by

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

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

TRANSPARENCY Communicate intent and vision to readers in some section of the web site devoted to thatPresented by Frederick Townes 15 Secrets by

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

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 15 Secrets by

USABILITY Navigability: use ﬁxed sidebar or masthead (with breadcrumbs if appropriate)Presented by Frederick Townes 15 Secrets by

USABILITY Leave no visitor behind: Progressively enhance the user interfacePresented by Frederick Townes 15 Secrets by

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

CONTENT MARKETING STRATEGY Use stumbleuponPresented by Frederick Townes 15 Secrets by

CONTENT MARKETING STRATEGY Don’t broadcast: engage on social mediaPresented by Frederick Townes 15 Secrets by

CONTENT MARKETING STRATEGY Use editorial linkingPresented by Frederick Townes 15 Secrets by

CONTENT MARKETING STRATEGY Let users subscribe to topics via email (use mailchimp)Presented by Frederick Townes 15 Secrets by

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

GET YOUR <head> RIGHT Add open graph metas on every page, no exceptionsPresented by Frederick Townes 15 Secrets by

GET YOUR <head> RIGHT Use the Facebook debuggerPresented by Frederick Townes 15 Secrets by

GET YOUR <head> RIGHT Address duplicate titles and meta tagsPresented by Frederick Townes 15 Secrets by

GET YOUR <head> RIGHT Also, add description copy to tag and category pages you want to rankPresented by Frederick Townes 15 Secrets by

OTHER MECHANICS Verify with Google Webmaster Tools and Microsoft BingPresented by Frederick Townes 15 Secrets by

OTHER MECHANICS Use rel="author", create author pagesPresented by Frederick Townes 15 Secrets by

OTHER MECHANICS Use image and video sitemaps Microdata is your friend, master structured markupPresented by Frederick Townes 15 Secrets by

OTHER MECHANICS Switch to HTML5, use it wiselyPresented by Frederick Townes 15 Secrets by

DRIVE TRAFFIC: MASTER NEXT CLICK OPPORTUNITIES Paginate posts themselves, categories / tagsPresented by Frederick Townes 15 Secrets by

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

BE SOCIAL Use large images for more effective sharing Add canonical headers to images when sharing imagery directlyPresented by Frederick Townes 15 Secrets by

BE SOCIAL Network offline, like youre doing today Allow and give guest postsPresented by Frederick Townes 15 Secrets by

BE SOCIAL Use facebook comments, livefyre or disqus for postsPresented by Frederick Townes 15 Secrets by

BE SOCIAL Reply to comments, don’t just approve themPresented by Frederick Townes 15 Secrets by

PERFORMANCE Optimize your social media buttonsPresented by Frederick Townes 15 Secrets by

PERFORMANCE Get load time down to ~4s Optimize for onloadPresented by Frederick Townes 15 Secrets by

PERFORMANCE The average page is ~1MB, not great, especially for mobilePresented by Frederick Townes 15 Secrets by

MONETIZATION Create eBooks from old contentPresented by Frederick Townes 15 Secrets by

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

MONETIZATION Use AdSense on old posts, search and 404 pagesPresented by Frederick Townes 15 Secrets by

MONETIZATION Eat your own dog food: affiliate with products you believe inPresented by Frederick Townes 15 Secrets by

MONETIZATION Use Wufoo for better conversion rates and statsPresented by Frederick Townes 15 Secrets by

MOBILE Suggest your native app, but keep your site functional (progressive enhancement isn’t optional)Presented by Frederick Townes 15 Secrets by

SECURITY Obfuscate ﬁle directory structurePresented by Frederick Townes 15 Secrets by

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 15 Secrets by

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 Read seomoz.org Read inbound.orgPresented by Frederick Townes 15 Secrets by

CHEERSGet a site audit:innovationredeﬁned@w3-edge.comFollow me: @w3edge

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15 Optimization Secrets of Top Media Companies

by Frederick Townes on Jun 04, 2012

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15 Optimization Secrets of Top Media Companies Presentation Transcript