Social Media Breakfast #6 Montreal 2011

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Social Media has turned the world of publishing on its head. In this session, we will explore how publishers can use SEO and Social Media tools to :

(1) better promote their content,
(2) grow and maintain their audiences,
(3) refine their content strategy and
(4) develop new revenue opportunities.

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  • SEO & Social Media Roadmap for Online Publishers newspapers, bloggers, etc
  • Want people to see your content Returns users Monetize that content – short-term and/or long-term
  • Want people to see your content Returns users Monetize that content – short-term and/or long-term
  • Acquisition: getting eye-balls on your content Conversion: making them into subscribers – preferably registered Retention: understanding who those users are and what content they’re consuming
  • Indexation: all content is discoverable DP: SEs know where your content hierarchy belongs Restricted: not giving all you content away for “FREE” – you’re getting something in return
  • Users don’t see these, only SEs Title: Main KWs to rank for Description: added KW density; descriptive call to action
  • Tells SEs and Users what content is Browser bar browswer tab SERP title
  • Elaborate on content for Ses CTA for users
  • Index: Vast & Shallow – Widest appeal to your site’s target audience Categories: Topical KWs – e.g “business & finance news” Posts: Title different “Headline” Pages: About, Contact, etc…
  • Actual “On Page” Challenge: Dynamic Content  multi-category content Usability v.s. SEO
  • 1) Title & Meta Descriptions  non-duplicate SE results 2) Excerpts: difference between index/category pages and actual post 3) Start each page with something “special” 4) Block SEs from redundant content  prevent confusion & penalties
  • Full posts appear only on post page.
  • H1 Tag  Concise Page Title Paragraph  Elaborate Meta-Description
  • Categories = Core Taxonomy (need optimized Title & Meta) Tags = Ad Hoc (ever expanding)  Navigation & Usability (don’t need optimized Title & Meta) Author Archives  for multiple authors, have unique Titles, Descriptions, Bio, and Excerpts enabled Date Archives  Navigation & Usability
  • NoIndex: for pages/sections that have duplicate content NoFollow: for links to pages you don’t want indexed -- WP Admin, RSS, etc…
  • 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
  • Audience: right social news site Content Strategy: reconciling branded content
  • Single Login for FCF Personal User Data
  • Create more content that users like Show Advertisers Demographics Proactively Target Advertisers Discover New Promotional Niches
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