Search & Social for Online Publishers - Podcamp Montreal 2010
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Search & Social for Online Publishers - Podcamp Montreal 2010

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In this session, we’ll explore advanced SEO and social media tools that online publishers can use to grow and better understand their audience.

In this session, we’ll explore advanced SEO and social media tools that online publishers can use to grow and better understand their audience.

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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

Search & Social for Online Publishers - Podcamp Montreal 2010 Search & Social for Online Publishers - Podcamp Montreal 2010 Presentation Transcript

  • Search & Social for Online Publishers Acquisition, Conversion, & Retention
  • Who the F*ck Am I?
      • Blogger – @gypsybandito
      • Editor – @revenews
      • Agency Hack – @nvi
  • Publishing Goals
      • Audience / Page Views
      • Subscriptions / Users
      • Ad Revenues
  • Digital Publishing
      • Search Engine Optimization
        • Acquisition
        • Conversion
        • k
      • Social
        • Acquisition
        • Conversion
        • Retention
  • SEO - Acquistion
      • On Site
        • Unique Meta Info
        • Duplicate Content
        • Interlinking
        • k
      • Off Site
        • Backlink Profile
  • SEO for Publishers
      • Page Content
      • Duplicate Content
      • Restricted Content
  • 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 )
  • Page Titles
  • Meta Descriptions
  • Title / Descriptions
      • Index
      • Articles / Posts
      • Pages
      • Categories
  • Duplicate Content
      • Index vs Articles
      • Categories
      • Tags
  • Duplicate Content
      • Excerpts on Index Page
      • Titles & Meta Descriptions
      • Unique Static Content
      • NoIndex / NoFollow
  • Excerpts
  • Static Content
  • 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
  • NoIndex / NoFollow
      • Categories
      • Tags
      • Author
      • Day / Month / Year
      • Sub Pages (e.g. Privacy Policy)
  • NoIndex / NoFollow
      • Categories
      • Tags
      • Author
      • Day / Month / Year
      • Sub Pages (e.g. Privacy Policy)
  • Robots.txt
    • User-agent: *
    • Disallow: /tags/
    • Disallow: /archives/
    • Disallow: /author/
    • Disallow: /etc…/
  • 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.
  • The Walled Garden
  • The Public Park
  • Case Study: TheHeart.org
      • WebMD Property
      • Registration Wall Model
      • Implemented FCF in July 2009
      • Registrations > Doubled in 1 Week
      • Registrations Remained Constant
  • Social Media Optimization
      • Promotion
      • Widgets
      • APIs
  • SMO - Promotion
      • Social News Sites
        • Digg, StumbleUpon
        • Reddit, Propeller, Mixx, etc…
        • k
      • Content Strategy
        • Target Audience
        • Custom Content
  • Case Study: Sherweb
      • Hosting Company
      • Facebook Etiquette Blog Post
      • 15,000 Uniques in 48 hours
      • 50,000 Uniques over 1 Month
  • SMO - Widgets
      • Syndication
      • Brand Awareness
      • Backlinks
  • Case Study: Club Med
      • Embeddable Widget
      • 4 Styles / 9 Content Categories
      • Install for Chance to Win Vacation
      • > 50 Blogs Installed Widget
  • SMO - APIs
      • Content Syndication
        • One-Click Sharing
      • User Engagement
        • Single Login
        • k
      • Data
  • SMO - Facebook Connect
  • SMO - Facebook Connect
      • Registration & Login
        • Access Real User Data
      • Choice of FB Features
        • Like Button, Share This, etc…
        • k
      • Social Graph
  • 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
  • SMO - Facebook Connect
  • SMO - Facebook Connect
  • Questions?
    • CT Moore
    • [email_address]
    • www.nvisolutions.com
    • @nvi