SEO for journalists

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Some practical tips on how journalists can use SEO in their daily operations

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  • SEO for journalists

    1. 1. SEO
    2. 2. SEO The Bad, Good & Ugly
    3. 3. CHRIS
    4. 4. CHRIS twitter.com/chrisgeorgiev Web Gravity StockPodium Client.bg
    5. 5. ONLINE MARKETING TRENDS Search is the King
    6. 6. ONLINE MARKETING TRENDS Search is the King
    7. 7. SEARCH ENGINE TRAFFIC
    8. 8. SEARCH ENGINE TRAFFIC off-line media online media 49 % 80 %
    9. 9. OTHER TRAFFIC SOURCES
    10. 10. OTHER TRAFFIC SOURCES references/links 27-30 % home page 20-25 % facebook 4-10 %
    11. 11. SEO?
    12. 12. SEO?
    13. 13. SEO? #1 in Google
    14. 14. SEO? #1 in Google
    15. 15. SEO? #1 in Google second Coming for a dying industry
    16. 16. SEO? #1 in Google second Coming for a dying industry
    17. 17. SEO? #1 in Google second Coming for a dying industry slotting specific words and phrases into a piece simply to con people into reading it
    18. 18. WHAT IS SEO?
    19. 19. WHAT IS SEO?
    20. 20. IT’S A PROCESS
    21. 21. IT’S A PROCESS 1. Identify your audience and set targets 2. Get your site rank as high as possible (off-page & on-page) 3. Constantly track your progress and adjust
    22. 22. WHAT SEO IS NOT
    23. 23. WHAT SEO IS NOT Online advertising Public relations Free traffic Writing a book for free download
    24. 24. SEO is important because it makes sure people can see your content.
    25. 25. Journalism needs to discover how to make money again. And SEO is a part of that.
    26. 26. TO BE SUCCESSFUL IN SEO
    27. 27. TO BE SUCCESSFUL IN SEO Understand how search engines work Develop SEO strategy Think long term
    28. 28. SOME SEO TIPS
    29. 29. SOME SEO TIPS
    30. 30. WHAT DOES THE HEADLINE SAY (1)
    31. 31. WHAT DOES THE HEADLINE SAY (1) • Suspect Denies Killing Woman Who? Where? Is this in my town? Do I know this person?
    32. 32. WHAT DOES THE HEADLINE SAY (2)
    33. 33. WHAT DOES THE HEADLINE SAY (2) • Victory and Ruins that might be about anything
    34. 34. WHAT DOES THE HEADLINE SAY (3)
    35. 35. WHAT DOES THE HEADLINE SAY (3) • Officials Vote to End Talks Talks about what? Where? • School District Wrestles with Financial Questions Which school district? What financial questions?
    36. 36. HEADLINES FOR SEO
    37. 37. HEADLINES FOR SEO • headline is usually pulled into the "title" HTML element • title tag is what’s displayed as the link in search results 30 % influence click through • well-writtenheadlines should contain keywords that relate to the content to which they belong
    38. 38. THE HEADLINE SALES
    39. 39. THE HEADLINE SALES • payspecial attention to sub-lines - include words that will grab readers attention (important for Facebook) • first line should contain keywords and key phrases 43 % influence on click through • cite reliable and trusted sources (include links) • use full names instead of abbreviations
    40. 40. GOOD HEADLINES
    41. 41. GOOD HEADLINES • Good headlines sell more
    42. 42. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well
    43. 43. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article
    44. 44. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline
    45. 45. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline • Your headline is a motivator, it’s like a main window to a shop
    46. 46. GOOD HEADLINES • Good headlines sell more • Headlines should explain your content well • Onlineheadlines are often displayed out of context and are the only thing you see of an article •8 of 10 people skip your content but they read your headline • Your headline is a motivator, it’s like a main window to a shop • You’ve got 8 seconds to pitch
    47. 47. HEADLINE WRITING
    48. 48. HEADLINE WRITING hunger, thirst, shelter, • Target basic needs subheads clothing and sex • Target safety and security physical, emotional and needs financial security • Target social (affiliation) love, affection, companionship needs and acceptance • Target esteem (self esteem) achievement, recognition, attention and respect
    49. 49. KEYWORDS OVER CLEVERNESS
    50. 50. KEYWORDS OVER CLEVERNESS • writers would rather be clever and creative than clear “10 ways to blast belly fat” • potential monthly readers if you use: “lose weight” - 5 million “weight loss” - 16 million “diet” - 37 million
    51. 51. WHERE TO USE KEYWORDS
    52. 52. WHERE TO USE KEYWORDS • headlines
    53. 53. WHERE TO USE KEYWORDS • headlines • subheads
    54. 54. WHERE TO USE KEYWORDS • headlines • subheads • captions
    55. 55. WHERE TO USE KEYWORDS • headlines • subheads • captions • boldface
    56. 56. USE PLAIN ENGLISH
    57. 57. USE PLAIN ENGLISH Search engines don’t understand • wordplay, puns • metaphors • “Mourning crowds converge on Vatican” vs. • “Pope John Paul II dies in Vatican.”
    58. 58. LINKS MATTER
    59. 59. LINKS MATTER • inbound and outbound links • collect quality links from good authority websites • link > banner • choose the rights text for the link • 75% of SEO = link building
    60. 60. GOOD STORIES GET LINKS
    61. 61. GOOD STORIES GET LINKS • be scandalous • be creative or funny • be an expert • news-breaker • write for your audience
    62. 62. SEO AND SOCIAL MEDIA
    63. 63. SEO AND SOCIAL MEDIA • headlines - attractive for Facebook • firstsentence - 140 symbols to fit in Twitter • use pictures and video to make your point • bean active social user yourself
    64. 64. THANK YOU!
    65. 65. THANK YOU! Questions? chris.georgiev@gmail.com

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