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Podcamp montreal 2010 search & social

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  • NOW THIS IS THE BASIC STUFF: Doop Content: Canonical Tag Original blurbs/teasers No index
  • Users don’t see these, only SEs Title: Keyword to rank for Description: descriptive call to action, keyword density
  • Notice the description is the last post  default wordpress Not the best choice
  • Index: Optimized for your site’s target audience– i.e. keyword CTA Posts: differ from catchy post title/headline Pages: About, Contact, etc… Categories: optimized for topical keywords, etc.
  • First, start with Title & Meta Descriptions  non-duplicate SE results Excerpts: difference between index/category pages and actual post NoIndex redundant content / Block SEs so that they don’t get confused
  • KNOW IF YOUR THEME SUPPORTS IT
  • Intro Blurb  a bit of static unique content
  • NoIndex: for pages/sections that have duplicate content NoFollow: for links to pages you don’t want indexed -- WP Admin, RSS, etc…
  • Categories: make sure they have Titles, Descriptions, and intro blurb Tags: redundant duplication (Tags or Categories) Author Archives  for multiple authors, have unique Titles, Descriptions, Bio, and Excerpts enabled Date Archives  no real need to index this  about USABILITY more than anything
  • With a Theme/Plugin, you can do it page by page. But if your don’t, ROBOTS.TXT Doesn’t keep out all bots!!!
  • Up to 5 Clicks/day
  • Transcript

    • 1. Search & Social for Online Publishers Acquisition, Conversion, & Retention
    • 2. Who the F*ck Am I?
        • Blogger – @gypsybandito
        • Editor – @revenews
        • Agency Hack – @nvi
    • 3. Publishing Goals
        • Audience / Page Views
        • Subscriptions / Users
        • Ad Revenues
    • 4. Digital Publishing
        • Search Engine Optimization
          • Acquisition
          • Conversion
          • k
        • Social
          • Acquisition
          • Conversion
          • Retention
    • 5. SEO - Acquistion
        • On Site
          • Unique Meta Info
          • Duplicate Content
          • Interlinking
          • k
        • Off Site
          • Backlink Profile
    • 6. SEO for Publishers
        • Page Content
        • Duplicate Content
        • Restricted Content
    • 7. Page Structure
        • Page Titles
          • <title>Insert 65 Characters</title>
        • Meta Descriptions
          • <meta name=&quot;description&quot; content=“Insert 150 characters.&quot; />
        • Meta Keywords ( don’t bother )
    • 8. Page Titles
    • 9. Meta Descriptions
    • 10. Title / Descriptions
        • Index
        • Articles / Posts
        • Pages
        • Categories
    • 11. Duplicate Content
        • Index vs Articles
        • Categories
        • Tags
    • 12. Duplicate Content
        • Excerpts on Index Page
        • Titles & Meta Descriptions
        • Unique Static Content
        • NoIndex / NoFollow
    • 13. Excerpts
    • 14. Static Content
    • 15. NoIndex / NoFollow
        • NoIndex
        • <title>Blog Name</title>
        • <meta name=&quot;robots&quot; content=&quot;noindex, nofollow,&quot; />
        • NoFollow
        • <a rel=&quot;nofollow&quot; href=&quot;http://www.cnn.com&quot; />CNN</a>
      SMO - Facebook Connect
    • 16. NoIndex / NoFollow
        • Categories
        • Tags
        • Author
        • Day / Month / Year
        • Sub Pages (e.g. Privacy Policy)
    • 17. NoIndex / NoFollow
        • Categories
        • Tags
        • Author
        • Day / Month / Year
        • Sub Pages (e.g. Privacy Policy)
    • 18. Robots.txt
      • User-agent: *
      • Disallow: /tags/
      • Disallow: /archives/
      • Disallow: /author/
      • Disallow: /etc…/
    • 19. Restricted Content
      • First Click Free
      • k
      • To include highly relevant content in Google's search index.
      • To provide promotion and discovery for pulishers with restricted content.
    • 20. The Walled Garden
    • 21. The Public Park
    • 22. Case Study: TheHeart.org
        • WebMD Property
        • Registration Wall Model
        • Implemented FCF in July 2009
        • Registrations > Doubled in 1 Week
        • Registrations Remained Constant
    • 23. Social Media Optimization
        • Promotion
        • Widgets
        • APIs
    • 24. SMO - Promotion
        • Social News Sites
          • Digg, StumbleUpon
          • Reddit, Propeller, Mixx, etc…
          • k
        • Content Strategy
          • Target Audience
          • Custom Content
    • 25. Case Study: Sherweb
        • Hosting Company
        • Facebook Etiquette Blog Post
        • 15,000 Uniques in 48 hours
        • 50,000 Uniques over 1 Month
    • 26. SMO - Widgets
        • Syndication
        • Brand Awareness
        • Backlinks
    • 27. Case Study: Club Med
        • Embeddable Widget
        • 4 Styles / 9 Content Categories
        • Install for Chance to Win Vacation
        • > 50 Blogs Installed Widget
    • 28. SMO - APIs
        • Content Syndication
          • One-Click Sharing
        • User Engagement
          • Single Login
          • k
        • Data
    • 29. SMO - Facebook Connect
    • 30. SMO - Facebook Connect
        • Registration & Login
          • Access Real User Data
        • Choice of FB Features
          • Like Button, Share This, etc…
          • k
        • Social Graph
    • 31. SMO - Facebook Connect
        • Lollapalooza: 99% morePage Views
        • Gawker: 45% increase in registrations week over week
        • Joost: 30% more videos,15% more comments, and 38% more friend invites.
        • -- Source: Facebook
    • 32. SMO - Facebook Connect
    • 33. SMO - Facebook Connect
    • 34. Questions?
      • CT Moore
      • [email_address]
      • www.nvisolutions.com
      • @nvi

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