Greg jarboe developing great content ses new york 2011 final

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Greg jarboe developing great content ses new york 2011 final

  1. 1. Developing Great Content<br />Greg Jarboe<br />President, SEO-PR<br />March 22, 2011<br />
  2. 2. Over the past 5 years, Google has redefined “great content” 3 times<br />Five years ago, Google defined “great content” as a useful, information-rich site, and pages that clearly and accurately describe your content.<br />In May 2007, Google’s move to universal search redefined “great content” to include videos, images, news, maps, and books.<br />In December 2009, Google’s introduction of realtime search redefined “great content” to include blog posts and live updates on sites like Twitter and FriendFeed.<br />In February 2011, Google’s Panda (aka Farmer) update redefined “great content” again.<br />
  3. 3. Panda/Farmer update noticeably impacts 11.8% of Google’s queries<br />“Big algorithmic improvement” to Google’s ranking designed to reduce rankings for low-quality sites -- sites which are low-value add for users, copy content from other websites, or are just not very useful.<br />It was also designed to provide better rankings for high-quality sites -- sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.<br />Source: Official Google<br />Blog, Feb. 24, 2011<br />
  4. 4. Who is harmed by low-cost content tailored to Google searches?<br />PBS convened a group of people to discuss content farms, how they are changing journalism, bringing down pay rates for writers, and possibly polluting Google searches with poor quality content.<br />Some panel members believed Demand Media was simply fulfilling a need, while others believed there were dangerous repercussions from the proliferation of low-cost content tailored to Google searches.<br />Source: Mark Glaser, <br />MediaShift, July 27, 2010<br />
  5. 5. In the 1880s, who was harmed by Joseph Pulitzer’s “new journalism”?<br />In the 1880s, Joseph Pulitzer cut the price of the New York World to a penny, hired Nelly Bly, and added bolder headlines, more prominent illustrations, sports pages, women’s sections, advice columns, and comic strips.<br />One comic strip featured a street urchin in a yellow shirt, and a hostile critic coined the term “yellow journalism” as a damning label for this kind of high-voltage newspaper.<br />Source: Paul Starr, The <br />Creation of the Media<br />
  6. 6. Search reverses communications model taught in journalism schools<br />Who says what in which channel to whom with what effect?<br />Who seeks what in which channel from whom with what effect?<br />Sources: Harold Lasswell, <br />1948, Greg Jarboe, 2003<br />
  7. 7. Web search interest in how to bunny hop on Google is evergreen<br />Source: Google Insights <br />for Search, March 19, 2011<br />
  8. 8. Bing users are also conducting searches for how to bunny hop<br />Source: Bing, March 19, 2011<br />
  9. 9. YouTube users are also conducting searches for how to bunny hop<br />Source: YouTube, March 19, 2011<br />
  10. 10. Demand Media videos rank high for how to bunny hop on a bmx bike<br />Source: Google, March 19, 2011<br />
  11. 11. Demand Media videos rank high for how to bunny hop on a bmx bike<br />Source: Bing, March 19, 2011<br />
  12. 12. Demand Media videos rank high for how to bunny hop on a bmx bike<br />Source: YouTube, March 19, 2011<br />
  13. 13. eHow put How to Bunny Hop on a BMX bike in YouTube video’s title<br />Source: YouTube, March 19, 2011<br />
  14. 14. eHow put most of the keywords in the video’s description and tags<br />Source: YouTube, March 19, 2011<br />
  15. 15. 154,128 out of 650,021 views were referrals from YouTube searches<br />Source: YouTube, March 19, 2011<br />
  16. 16. Page views on Demand Media’s owned and operated sites up 20%<br />Source: Demand Media, Feb. 22, 2011<br />
  17. 17. Demand Media’s RPM (revenue per thousand page views) up 26%<br />Source: Demand Media, Feb. 22, 2011<br />
  18. 18. Demand Media’s content and media revenue increased 42%<br />Source: Demand Media, Feb. 22, 2011<br />
  19. 19. eHow’s search rankings improved from 317,320 to 324,021 keywords<br />Source: Sistrix, Feb. 26, 2011<br />
  20. 20. Is Demand Media a “content farm” or an “evergreen content library”?<br />Source: Fast Company, Feb. 28, 2011<br />

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