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Seo para grandes redacoes

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Searchmasters 2013 - apresentação sobre processo de otimização de websites e de treinamento em grandes redações de notícias. Apresentada por Klaus Junginger, analista de SEO do Estado de S. Paulo.

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Seo para grandes redacoes

  1. 1. Klaus Junginger Analista de SEO | O Estado de S. Paulo
  2. 2. Atribuições de SEO em redações Sugestão de tagueamento; Treinamento dos jornalistas e dos focas; Desenvolvimento de estratégias para backlinks; Desenvolvimento de documentação interna; Controle de qualidade do código-fonte.
  3. 3. Fonte: Reuters Digital Journalism Report 2013
  4. 4. O mercado de notícias digitais A escolha da mídia Fonte: Reuters Digital Journalism Report 2013
  5. 5. O mercado de notícias digitais Principais meios de acesso: Fonte: Reuters Digital Journalism Report 2013
  6. 6. O mercado de notícias digitais O peso da marca: Fonte: Reuters Digital Journalism Report 2013
  7. 7. O mercado de notícias digitais Por onde os leitores vêm: Fonte: Reuters Digital Journalism Report 2013
  8. 8. Habemus Blogs? Fonte: Reuters Digital Journalism Report 2013
  9. 9. Conclusão O leitor de jornal, no Brasil, tem relação de confiança com a marca; Blogs são a segunda maior fonte de informações online, depois dos sites de notícias; 40%+ das pessoas usam mecanismos de pesquisa para encontrar notícias no Brasil;
  10. 10. Nuances, capacitação e qualificação de editores, repórteres e estagiários
  11. 11. SEO para jornalismo Diferenças na escolha do repertório de KW; Capacitação de equipes; Documentação interna; Capacitação de equipes (sim, novamente);
  12. 12. A escolha de palavras-chave Diferente do processo de e-commerce, por exemplo; A prioridade é manter quem temos; O repertório de KW inclui “Dieese”; “Selic”; “Variação cambial” – denotam um público qualificado para o qual os anunciantes querem exibir publicidade.
  13. 13. A invasão dos SEOs de marte nas redações de notícias
  14. 14. Diálogo imaginário... Oi, Sou o responsável pelo SEO aqui do jornal. Gostaria de te dar uma dica: Em matérias sobre a invasão alienígena, usamos uma tag específica. Ela precisa ser colocada na primeira posição para destacar o link para a página sobre o tema. Eu fiz a alteração da tag há poucos minutos, se você vir, vai observar que agora ela exibe uma imagem e ao clicar nela, vai para a página sobre o líder dos Ets. Valeu!!
  15. 15. Resposta Oi, tudo bem? Desculpe minha ignorância, mas não entendi seu email... O que é SEO? Tag? Link? Sou repórter do jornal e só escrevo e envio o texto... Bom trabalho aí! Abs
  16. 16. Capacitação em SEO #comofaz? Fale o idioma deles; Conheça as plataformas; Conheça a linha editorial; Risque as palavras : “Você não sabe” “precisa aprender” “Use...” “Não use.....”
  17. 17. Capacitação em SEO Feedback positivo; Feedback negativo; Monitore o que fazem, mostre resultados e esteja pronto para retrabalhos e mais treinamentos;
  18. 18. Capacitação em SEO Linkjuice Design e volume de texto Títulos Google Trends/Insights Otimização de imagens
  19. 19. Capacitação em SEO “SEO is about balance” We don’t want to change ‘the voice’ of the writing for the sake of placement. It’s never to compromise the editorial integrity of the publication. It must work with existing style guides equally. “SEO is about identifying the audience – easy as that” We use tools to identify the conversation so when you choose to write about it you’re using the correct terminology and vocabulary which further establishes your writing as credible. “ Must have upper-management buy-in” - From the CEO/CMO/EiC etc – they have to say “this is important to us, to the company and everyone is responsible for SEO You’re a journalist. Talk to them how you’d want to be spoken to. Marshall Simmonds - DefineMedia - Ex-NYT
  20. 20. Implementação da rel=author em grande escala
  21. 21. Verificação de autoria
  22. 22. Verificação de autoria Rel=author Set-up G+ GMail Editoria... assunto delicado? Foto? ...
  23. 23. Verificação de autoria Ofereça um opt-out: às vezes, um repórter prefere não ter seu nome associado à matéria; Incentiva, mas não insiste; Descobre o fã, o entusiasta na equipe e dá atenção especial às suas perguntas; SEO em redação é um trabalho pró-ativo;
  24. 24. Perguntas? Klaus Junginger | klaus.junginger@estadao.com @computerklaus | http://ckla.us/SEO-NEWS http://jornalismodigital.com.br | http://computerklaus.com

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