#su412 semetis - create and leverage content across multiple platforms


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Content still rules in SEO. Learn how to distribute your content across multiple platforms: social, news, blogs...

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#su412 semetis - create and leverage content across multiple platforms

  1. 1. Hello! My name is Gabriel
  2. 2. SEO an Art of Storytelling
  3. 3. Digital Change
  4. 4. Fast evolving
  5. 5. Content Still Rules
  6. 6. 4 timesmore SEO Traffic
  7. 7. +300%Case Study
  8. 8. SEO Boost – semetis.com X visits 2009 2012 4X visits
  9. 9. 6,7 timesmore SEO non brand Traffic
  10. 10. Non Brand SEO Boost X visits 2009 2012 6,7X visits
  11. 11. 8,5 timesmore SEO Publications Landing Pages Traffic
  12. 12. Publications SEO Boost X visits 2009 2012 8,5X visits
  13. 13. SEO Boost – semetis.com X visits 2009 2012 4X visitsSEO Traffic X 4,0 X visits 6,7X visitsSEO non brand Traffic X 6,7 X visits 8,5X visitsSEO Publications Landing Pages Traffic X 8,5
  14. 14. SEO Strategy
  15. 15. 1. Long Term view2. Distribution Social3. Distribution News4. Measuring
  16. 16. 1. Long Term view
  17. 17. 1. Long Term view From 86 to 144 different Publications landing pages +68% Between January and May 2011 Between January and May 2012
  18. 18. 1. Long Term view What about the visits? +443% Between January and May 2011 Between January and May 2012
  19. 19. 2. Distribution Social
  20. 20. Social
  21. 21. A. Social on the Page SEO A. The network effect
  22. 22. A. Social on the Page SEO B. The authorship effect Article Search results
  23. 23. A. Social on the Page SEO The authorship effect Article Search results Written by <a href="https://plus.google.com/112515216476934309227" rel="author">Nicolas Debray</a>
  24. 24. A. Social on the Page SEO Authorship & network effect
  25. 25. B. Social Traffic and SEO Social content and SEO In some situations, social links will be taken into account to calculate ranking. To decide this, search engines evaluate the authority and the quality of the post. Note that in Facebook, only links from Fan pages are taken into account, and not the links from people’s personal walls.
  26. 26. B. Social Traffic and SEO Practical tips for Social linkbuilding • Social media can contribute to your website being indexed faster. It is therefore beneficial to promote your new content (new pages, promotion pages, …) on your Facebook pages, and via Twitter in order to facilitate the indexing process. • The amount of fans, shares and likes (Facebook) and of followers, tweets and re-tweets (Twitter) has an impact on determining the weight of the links by evaluating what search engines call “authority”. • It is also important to build continuous link between your website and social networks. Regular activity and updates will help improve and reinforce the weight from social links. • Just like with on the page SEO, keep in mind that Google and other search engines always reward qualitative content and good user experience when sharing on social networks.
  27. 27. B. Social Traffic and SEO
  28. 28. 3. Distribution News
  29. 29. Blogs and News
  30. 30. A. Blog and News 1. Identify news Content
  31. 31. A. Blog and News2. Apply all technical requirements to be crawled by Google news: News Sitemap Using Google News sitemap is strongly recommended because it allows to have a greater control on which articles gets indexed on Google News. News sitemaps contain meta data (date of publishing, keywords, …) to provide important data to Google. • permanent and unique URL with a code of at least 3 digits in the URL, • content fresher than 2 days old
  32. 32. A. Blog and News Googles robots have the ability to re-crawl the URLs looking for updated articles. There is no need to change the URL. Google can find new articles in minutes In addition, Google News has a preference for articles that receive updates. Minor changes can be interpreted as an update and are therefore favorable.
  33. 33. A. Blog and News3. Register the site/part of the site by Google News • Register on Google via http://support.google.com/news/publisher/bin/bin/static.py?hl=en&ts=2394225&p age=ts.cs&from=191208 • Make sure you comply with all the Google News guidelines. • Let Google News know about your content.
  34. 34. A. Blog and News4. Optimize for the Google News crawlers “Fresh” News containing new and objective information. Original content. Google detects duplicate content and will tend to rank in first place the items that produce original content and not duplicated. Articles that are frequently cited as a reference to information will tend to be placed in top positions. Relevance and local recognition: Google places more importance to a source close to the news that it transmits. Reliable sources of information: Google uses statistics of clicks and reading interaction for all the articles. If an article from one of RMG websites ranks third for the Greek crisis and if Google News users tend to click more frequently on this article than on a similar article ranked first, Google is going to recognize the legitimacy of that RMG website for this article and place it higher in search results.
  35. 35. A. Blog and News5. Image optimization for Google News The indexing of images on Google News represents another opportunity to be present and to drive traffic to your website/blog. • Use large images in a proportionate format. • Place captions and alt-tags that describe the image. • Place images next to the title of the article. This allows Google to associate the image more easily with the category of news and the topic. • The image must be "inline" and should not be clickable. The image should not be clickable because Google wants it to be part of the article and that the user does not have to make an extra click to see the best picture. • Always use the JPEG image format (other formats like PNG are not as good for indexing in Google News).
  36. 36. A. Blog and News6. Create content • dont forget classic SEO rules: title, description, URL and h1/h2 • choose the good keywords and subjects based on what is searched the most • optimize image title & tag • use internal link-building • leverage external link-building (including on social networks) • place share buttons • watch out for duplicate content: no more than 80% similar content!
  37. 37. 4. Measuring
  38. 38. Tools
  39. 39. 1. SEO KPI’s 2 1 3
  40. 40. 1. SEO KPI’s Creating Authority Example Quality Volume & reach %New visits IT Organic Visits & visitors Referral+social Visits & visitors Load Time Error pages
  41. 41. 2. SegmentingSEO TrafficSEO non brand TrafficSEO Publications Landing Pages Traffic
  42. 42. 3. Dashboard
  43. 43. 3. Dashboard https://www.google.com/analytics/web/permalink?type=dashboard&uid=mXbcM5AgSxe2R85RHVpsuw
  44. 44. 1. Be consistent
  45. 45. 2. Do not neglect the basics
  46. 46. 3. Fix your IT
  47. 47. 4. And now spread the word!!!