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Findability Seo Toolkit
 

Findability Seo Toolkit

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Presentation delivered at MagsUniversity 2009 in Toronto on findability and SEO.

Presentation delivered at MagsUniversity 2009 in Toronto on findability and SEO.

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    Findability Seo Toolkit Findability Seo Toolkit Presentation Transcript

    • Improving Findability in Magazine Sites MagsU Masterclass: SEO Toolkit Shannon Emmerson Canada Wide Media Limited
    • Contents Defining Findability About Canada Wide Media Limited Successes & lessons in findability Strategy & Organization Design & Development Content Marketing & Measurement Takeaways Questions/Discussion
    • Defining Findability “The fundamental goal of findability is to persistently connect your audience with the stuff you write, design, and build.” -Aarron Walter, Author, Building Findable Websites
    • Defining Findability Accessibility Usability Information SEO Architecture Findability Design Development Development Marketing -Aarron Walter, Author, Building Findable Websites
    • About Canada Wide Media Largest independently owned magazine publisher in Western Canada 30 year history Diverse range of media products and services 50+ titles including self-owned and custom
    • About Canada Wide Media Largely print-based publishing until 2007 6 million readers ... and growing
    • About Canada Wide Media Launched digital media division in Jan 2007 Digital team now manages and maintains seven sites, ten enewsletters With ten employees, we are a full-service design and development house, and manage all ad sales, editorial, marketing and measurement
    • About Canada Wide Media Starting Out in Digital Initial Strategy 1. Extend brands into digital environment 2. Contract out consulting, design and development for initial sites 3. Concurrently build and/or develop in-house teams
    • About Canada Wide Media Starting Out in Digital Initial Site Goals 1. Give advertisers a desirable online platform 2. Make the most of existing content & make it findable online 3. Create sites that honour their respective brands 4. Grow communities 5. Evaluate and improve
    • About Canada Wide Media Starting Out in Digital If you build it ...
    • About Canada Wide Media Year One
    • About Canada Wide Media Year Two
    • About Canada Wide Media This Year
    • Success & Lessons in Findability Strategy & Organization Consider findability from the start: hiring, training, planning, strategy ‘Build it and they will come” only works if you build it SO they will come
    • Success & Lessons in Findability Strategy & Organization Know Your Site Goals Business and strategic goals must inform your findability/search strategy Discuss and agree on what you want people to find Identify tactics, assign resources Document and communicate Measure Adjust
    • Success & Lessons in Findability Strategy & Organization Goals: YouThink.ca Increase return visits, time spent on site Convert readers to eNewsletter subscribers Improve interaction: quizzes, polls, surveys, comments Remind readers about the print mag Increase content submissions, enable readers to contact and find our team Increase traffic
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Strategy & Organization Goals: YouThink.ca Audience Know Your Target Who do you want to find you? Knowledge of your audience informs your search/findability strategy Different, wider audiences accessible online Target digital content accordingly Observe, test and survey
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Strategy & Organization Goals: YouThink.cafor the Goal Use the Right Tool Advertisers shifting from raw traffic to engagement (CPM to CPA) Consider social media tools as a part of your search strategy: ‘flip the funnel’
    • Success & Lessons in Findability Strategy & Organization BCBusiness & Twitter
    • Success & Lessons in Findability Strategy & Organization
    • Success & Lessons in Findability Design & Development Prepare to Iterate
    • Success & Lessons in Findability Design & Development Findability Must Inform Design
    • Success & Lessons in Findability Design & Development Search Engines Adore... Real content - no search tricks Hierarchies and web standards Established domains Easy to understand URLs with keywords Keyword-rich content (but not gamed) Indexability (spiders need room to move) Quick load times Inbound links from decent sources
    • Success & Lessons in Findability Design & Development Your CMS can Help Open Source can support you: there’s someone out there working on it... Active open source communities provide fresh updates SEO is a hot topic: guides, SEO-specific upgrades, blogs are all out there
    • Success & Lessons in Findability Content Guess, Analyze, Improve Editor’s job: Provide content readers will like If you don’t know, guess See if you’re right online; get editors acquainted with analytics tools Check what most popular, least popular, most commented, most entered, most existed, etc. Ask and answer WHY Answers direct placement of effort in creation, placement, production, promotion ...
    • Success & Lessons in Findability Content More IS Better More content=more chances of being found=more time on site Good, varied content is the best content Short works well Blogs are brilliant: time on site, interaction, speed, freshness Start collecting packages
    • Success & Lessons in Findability Content Keywords, Metatags, and more Keywords Title tags, meta description, meta keywords, and URL -- in that order Title tags: your calling card; rename them if you can and make ‘em keyword-rich; truncated at 70 characters Meta Descriptions: unique for each page including targeted keywords (search engines pull snippets); truncated at 150 words Tip: Make it interesting: it may wind up on Google’s search results page!
    • Success & Lessons in Findability Content Keywords, Metatags, and more Keywords Meta keywords: relevant themes Trick: use Google Adwords, SEOBook.com, Wordtracker or similar tool to find out what keywords are dense on your page, along with related words and phrases. URL: no query strings; include keywords where possible
    • Success & Lessons in Findability Content Example
    • Success & Lessons in Findability Bonus Lesson! Hire Rock Stars You need people who are comfortable with chaos & constant change. Varied backgrounds help. Anthropologists. Storytellers. Experimenters. Hurdlers.
    • Success & Lessons in Findability Marketing & Measurement Email is Not Dead
    • Success & Lessons in Findability Marketing & Measurement Connect & Communicate Love those inbound links Know your communities and go for a visit Reply: have actual conversations! Develop good relationships
    • Takeaways Prioritize. You can’t do everything. Encourage all roles to embrace findability. Choose & care for your CMS wisely. Design and develop for findability, not just aesthetics. Do keyword research. Lots of it. Create new content with findability in mind. Think multiplatform, think content collections. Experiment. Learn. Enjoy.
    • Questions semmerson@canadawide.com / @semmerson (twitter) Can I get these slides? What are those little things on the end of shoelaces called? What’s your sign? Can’t we all just get along? What is the secret to the universe? Don’t you just love Flight of the Conchords?