SEO and publishing workflow

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Incorporating SEO into the publishing workflow at Telegraph Media Group. High level slides on how this was done and the process necessary to achieve it.

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SEO and publishing workflow

  1. 1. Incorpora(ng  SEO  into  web  publishing   workflow  •  Web  first  approach  •  Self  publishing  workflow  •  Every  content  asset  indexed  •  Every  content  asset  op(mised  for  search  
  2. 2. Some  numbers  •  300-­‐500  journalists  •  400-­‐500  content  items  per  day  •  4000  sec(ons  •  3  SEOs  •  Over  1m  visits  from  Google  per  day  •  3-­‐3.5m  page  views  •  40%  of  traffic  per  day  from  search  •  1m  ar(cles  indexed  by  Google  
  3. 3. Simple  publishing  model  
  4. 4. Where  to  start  •  Senior  editorial  buy  in  •  Define  publishing  best  prac(ce  •  Incorporate  SEO  into  CMS  •  Train  publishers  in  content  management   system  [CMS]  and  workflow  •  Train  publishers  in  basic  concepts  of  SEO  
  5. 5. Simplified  web  publishing  model  
  6. 6. Try,  fail,  review,  refine  •  Lots  of  publishers,  few  SEOs  •  Lots  of  content,  liTle  (me  to  review  •  High  pressure  on  publishing,  more  content;   less  (me  •  Few  web  specialists  
  7. 7. SEO  input  into  publishing  workflow  
  8. 8. Daily  news  conferences  •  Three  news  conferences  9/12/4  •  Highlight  key  points  for  SEO  and  publishing  •  Define  opportuni(es  •  Highlight  promo(on  •  Refine  keyword  strategies  •  Report  on  real-­‐(me  analy(cs:  keywords  and   traffic  sources  
  9. 9. SEO  report  •  Available  to  all  publishers  •  Review  of  where  we  are  at  start  of  the  day  in   Google  News  •  Highlight  opportuni(es  •  Iden(fy  trends  •  Define  keywords  
  10. 10. Keyword  research  •  Review  and  op(mise  best  keywords  for  topic  •  Define  opportuni(es  •  Review  current  use  •  Trigger  publishing  events  
  11. 11. Trending  topics    •  Google  News  •  Compe(tor  most  viewed/read/shared  •  Trendsmap  •  Historical  and  real-­‐(me  trending  keywords/ content/pages  
  12. 12. Publishing  standards  •  Headlines  •  Abstracts  •  Promo(on  •  Links  •  Publishing  (mes  •  Pictures  •  Sec(ons  
  13. 13. Compe(tor  analysis  •  UK  news  publishers  •  Specialist  publishers  •  Non-­‐UK  compe((on  [mainly  US]  •  Niche  blogs  
  14. 14. Real-­‐(me  analy(cs  •  Keywords  bringing  traffic  to  the  site  •  Traffic  sources  •  Entry  pages  •  Content  promo(on  
  15. 15. Not  a  perfect  model  •  Difficult  to  monitor  every  story  •  Never  100%  •  Can  lead  to  rigid  rules  •  Con(nuous  process  of  improvement  •  Allows  rapid  and  high  volume  publishing  
  16. 16. And  finally…  What  makes  a  good  SEO  exec  •  Strong  willed,  confident  •  Good  communicator  •  Solid  wriTen  English  •  Good  with  numbers  •  Nose  for  a  story/news/trend  •  Diploma(c  
  17. 17. Richard  Underwood  •  Head  of  SEO,  Telegraph  Media  Group  •  @rich_underwood  •  richard.underwood@telegraph.co.uk  

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