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Audience Development
How SEO and Social work together at a large publisher
1
About me
Head of SEO and Social Media at The Telegraph
Previously worked at Bauer and Factory Media
Writing on Content Str...
Founded in 1855 (161 years)
Over 50,000 editions
Best selling broadsheet newspaper
4.2 million daily browsers to
telegraph...
What is Audience Development?
The reviewing of multiple data
sources to plan for digital content.
When that content has be...
A note on SEO and Social Media
Plan
Publish
Distribute
Assess
The data and distribution that search and social
provides ar...
Planning
How the Audience team works
Event planningTrending / breaking
SEO and social spot
trends and stories
Desk creates - social...
How people search
Known eventsTrending / Breaking
Sudden peak - big
stories will have an
aftermath
Evergreen
Slow buildup ...
Breaking Event
Facebook is more serendipitous…
What does
success look like?
1.Breaking news
2.Event planning
3.Evergreen
Base on market, internal and
competitor data
Do ...
Doesn’t end with an emailed report
Have a huddle to discuss key points
and define what you need
*We do not do meetings pla...
Publish
The Story
The fundamental who, what, where, when and how?
What is the best way of telling this story?
● Text based article...
Headlines
14
“On average, five times as many people
read the headline as read the body copy.
When you have written your he...
Headlines
“Headline text has to stand on its own and
make sense when the rest of the content is
not available” Jakob Niels...
Do you know what these headlines mean?
Share vs click matrix
GIVES AWAY TOO MUCH
VIRAL!!!
NOT INTERESTING
YOUR MUM IS ON
FACEBOOK
Will get clicked
Gets shared
Wo...
Embeddables
Don’t necessarily engender more
social engagement - but they can if
they primarily tell the story, and
they ce...
Distribution
Search and social
The effect of Facebook Likes on sharing and
clickthrough is exponentialGoogle News SEO very different to...
Facebook Twitter Instagram
The Telegraph @telegraph @telegraph
News @telegraphnews @telegraphfashion
Science and tech @tel...
Google News SEO - a different algorithm!
1. Number of articles produced in the 30 days before the
event
2. Breadth of cove...
More searchMore social
Live blogs
WWWWWH
explainers
Evergreen
News reports
Trending
stories
Opinion &
features
What works ...
More searchMore social
General election
results live: Hung
parliament
confirmed as UK
votes for chaos
What is a hung parli...
More searchMore social
Oregon shooting: Meet
the hero army veteran
who charged at gunman
to save fellow classmates
Saint D...
...but why don’t we just post everything anyway?
We post everything on Twitter automatically
We post as much as we can tha...
80 / 20
Social has a big ‘short head’...
...but search has a huge one around events and a
MASSIVE long tail
Shorthead
Election
Search
Social
LIVE
LIVE
LIVE
LIVE
PLANNED
PLANNED
REACTIVE
LIVE
PLANNED
PLANNED
LIVE
REACTIVE
REACTIVE
Assessment
ALL THE DATA!
– Onsite audience data
– Social network data
– Search engine rankings report
Have a huddle to discuss performance
*Again, planking optional
Thanks...
Questions?
@mrjamescarson / linkedin.com/in/jacarson85
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SearchLeeds 2017 - James Carson - Head of SEO and Social Media, The Telegraph - Audience development: How SEO and social work together at a large publisher

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Brexit, Trump, General Elections and erm... Pokémon Go. How a large newsroom plans and executes SEO and social media for those events we can predict... and those we really can’t. Telegraph.co.uk is one of the UK’s authoritative domains and is regularly at the top of new boxes for the world’s major events. But how does SEO operate and social operate when you have huge amounts of content and authority? And how can this be applied to smaller teams?

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SearchLeeds 2017 - James Carson - Head of SEO and Social Media, The Telegraph - Audience development: How SEO and social work together at a large publisher

  1. 1. Audience Development How SEO and Social work together at a large publisher 1
  2. 2. About me Head of SEO and Social Media at The Telegraph Previously worked at Bauer and Factory Media Writing on Content Strategy - mostly on Econsultancy: http://tgr.ph/writing @mrjamescarson / linkedin.com/in/jacarson85
  3. 3. Founded in 1855 (161 years) Over 50,000 editions Best selling broadsheet newspaper 4.2 million daily browsers to telegraph.co.uk in April 2017 Famous for scoops including MPs expenses and football for sale Digital with a strong brand history
  4. 4. What is Audience Development? The reviewing of multiple data sources to plan for digital content. When that content has been published and distributed, assessing its performance data to continuously improve audience responses. http://tgr.ph/PlzM3 Plan Publish Distribute Assess
  5. 5. A note on SEO and Social Media Plan Publish Distribute Assess The data and distribution that search and social provides are the glue that sticks the process together
  6. 6. Planning
  7. 7. How the Audience team works Event planningTrending / breaking SEO and social spot trends and stories Desk creates - social distributes and/or SEO tracks Google News position and makes recommendations Evergreen Review editorial plans and add to them where there are significant audience opportunities Review what is currently getting evergreen search traffic Keyword analysis on further opportunities Monitoring of positions on Google web
  8. 8. How people search Known eventsTrending / Breaking Sudden peak - big stories will have an aftermath Evergreen Slow buildup week before, massive peak during event, low aftermath Near constant flat trend, occasionally trending up around events 10 simple prosecco cocktails everyone should master The OscarsA famous person dies
  9. 9. Breaking Event Facebook is more serendipitous…
  10. 10. What does success look like? 1.Breaking news 2.Event planning 3.Evergreen Base on market, internal and competitor data Do you have a list of content you need to meet success metrics? Did you have everything you need last time or do you need more?
  11. 11. Doesn’t end with an emailed report Have a huddle to discuss key points and define what you need *We do not do meetings planking, but you can if you want
  12. 12. Publish
  13. 13. The Story The fundamental who, what, where, when and how? What is the best way of telling this story? ● Text based article ● Listical ● Video ● Gallery ● Infographic ● A mix of these ● etc
  14. 14. Headlines 14 “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” These books are well worth you time...
  15. 15. Headlines “Headline text has to stand on its own and make sense when the rest of the content is not available” Jakob Nielsen Does this make sense in isolation and intrigue you? Your top image selection is crucial
  16. 16. Do you know what these headlines mean?
  17. 17. Share vs click matrix GIVES AWAY TOO MUCH VIRAL!!! NOT INTERESTING YOUR MUM IS ON FACEBOOK Will get clicked Gets shared Won’t get clicked Doesn’t get shared
  18. 18. Embeddables Don’t necessarily engender more social engagement - but they can if they primarily tell the story, and they certainly help dwell time
  19. 19. Distribution
  20. 20. Search and social The effect of Facebook Likes on sharing and clickthrough is exponentialGoogle News SEO very different to web
  21. 21. Facebook Twitter Instagram The Telegraph @telegraph @telegraph News @telegraphnews @telegraphfashion Science and tech @telegraphworld @Stella_Telegraph Politics @telegraphbooks @telegraphfood Entertainment @telegraphtravel @telegraphtravel Food @telegraphfashion @telegraphluxury Fashion @telegraphsport Travel @telefootball Money +40 other accounts -100k follows Health Largely automated History Sport Football Network
  22. 22. Google News SEO - a different algorithm! 1. Number of articles produced in the 30 days before the event 2. Breadth of coverage 3. Average length of an article produced 4. Number of original named entities 5. Breaking news
  23. 23. More searchMore social Live blogs WWWWWH explainers Evergreen News reports Trending stories Opinion & features What works where?
  24. 24. More searchMore social General election results live: Hung parliament confirmed as UK votes for chaos What is a hung parliament? What happens when no party wins a majority? Tory and Labour MPs plot secret deal to ensure soft Brexit Larry the cat holds fort outside Number 10 as country is plunged into chaos I’m sick of the Left pretending that Jeremy Corbyn won the election Conservative manifesto for General Election 2017: Key points, policies and summary
  25. 25. More searchMore social Oregon shooting: Meet the hero army veteran who charged at gunman to save fellow classmates Saint David's Day 2017: Everything you need to know about Wales' patron saint 10 simple prosecco cocktails everyone should master Great Barrier Reef is 'almost dead', say scientists What is the 'Dab' dance and why are sport stars dabbing when they celebrate? The male Pill is coming - and it's going to change everything Some exceptions...
  26. 26. ...but why don’t we just post everything anyway? We post everything on Twitter automatically We post as much as we can that is suitable on Facebook across the network Algorithms… limited space in the newsfeed Not everything will work on social... You never know 100%, but some things are just very unlikely to work If it is not very likely, traffic driven by a post will be very, very small…
  27. 27. 80 / 20
  28. 28. Social has a big ‘short head’... ...but search has a huge one around events and a MASSIVE long tail Shorthead
  29. 29. Election Search Social LIVE LIVE LIVE LIVE PLANNED PLANNED REACTIVE LIVE PLANNED PLANNED LIVE REACTIVE REACTIVE
  30. 30. Assessment
  31. 31. ALL THE DATA! – Onsite audience data – Social network data – Search engine rankings report
  32. 32. Have a huddle to discuss performance *Again, planking optional
  33. 33. Thanks... Questions? @mrjamescarson / linkedin.com/in/jacarson85

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