Search & Social for Online Publishers - Podcamp Montreal 2010


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In this session, we’ll explore advanced SEO and social media tools that online publishers can use to grow and better understand their audience.

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  • NOW THIS IS THE BASIC STUFF: Doop Content: Canonical Tag Original blurbs/teasers No index
  • Users don’t see these, only SEs Title: Keyword to rank for Description: descriptive call to action, keyword density
  • Notice the description is the last post  default wordpress Not the best choice
  • Index: Optimized for your site’s target audience– i.e. keyword CTA Posts: differ from catchy post title/headline Pages: About, Contact, etc… Categories: optimized for topical keywords, etc.
  • First, start with Title & Meta Descriptions  non-duplicate SE results Excerpts: difference between index/category pages and actual post NoIndex redundant content / Block SEs so that they don’t get confused
  • Intro Blurb  a bit of static unique content
  • NoIndex: for pages/sections that have duplicate content NoFollow: for links to pages you don’t want indexed -- WP Admin, RSS, etc…
  • Categories: make sure they have Titles, Descriptions, and intro blurb Tags: redundant duplication (Tags or Categories) Author Archives  for multiple authors, have unique Titles, Descriptions, Bio, and Excerpts enabled Date Archives  no real need to index this  about USABILITY more than anything
  • With a Theme/Plugin, you can do it page by page. But if your don’t, ROBOTS.TXT Doesn’t keep out all bots!!!
  • Up to 5 Clicks/day
  • Search & Social for Online Publishers - Podcamp Montreal 2010

    1. 1. Search & Social for Online Publishers Acquisition, Conversion, & Retention
    2. 2. Who the F*ck Am I? <ul><ul><li>Blogger – @gypsybandito </li></ul></ul><ul><ul><li>Editor – @revenews </li></ul></ul><ul><ul><li>Agency Hack – @nvi </li></ul></ul>
    3. 3. Publishing Goals <ul><ul><li>Audience / Page Views </li></ul></ul><ul><ul><li>Subscriptions / Users </li></ul></ul><ul><ul><li>Ad Revenues </li></ul></ul>
    4. 4. Digital Publishing <ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>Retention </li></ul></ul></ul>
    5. 5. SEO - Acquistion <ul><ul><li>On Site </li></ul></ul><ul><ul><ul><li>Unique Meta Info </li></ul></ul></ul><ul><ul><ul><li>Duplicate Content </li></ul></ul></ul><ul><ul><ul><li>Interlinking </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Off Site </li></ul></ul><ul><ul><ul><li>Backlink Profile </li></ul></ul></ul>
    6. 6. SEO for Publishers <ul><ul><li>Page Content </li></ul></ul><ul><ul><li>Duplicate Content </li></ul></ul><ul><ul><li>Restricted Content </li></ul></ul>
    7. 7. Page Structure <ul><ul><li>Page Titles </li></ul></ul><ul><ul><ul><li><title>Insert 65 Characters</title> </li></ul></ul></ul><ul><ul><li>Meta Descriptions </li></ul></ul><ul><ul><ul><li><meta name=&quot;description&quot; content=“Insert 150 characters.&quot; /> </li></ul></ul></ul><ul><ul><li>Meta Keywords ( don’t bother ) </li></ul></ul>
    8. 8. Page Titles
    9. 9. Meta Descriptions
    10. 10. Title / Descriptions <ul><ul><li>Index </li></ul></ul><ul><ul><li>Articles / Posts </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Categories </li></ul></ul>
    11. 11. Duplicate Content <ul><ul><li>Index vs Articles </li></ul></ul><ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul>
    12. 12. Duplicate Content <ul><ul><li>Excerpts on Index Page </li></ul></ul><ul><ul><li>Titles & Meta Descriptions </li></ul></ul><ul><ul><li>Unique Static Content </li></ul></ul><ul><ul><li>NoIndex / NoFollow </li></ul></ul>
    13. 13. Excerpts
    14. 14. Static Content
    15. 15. NoIndex / NoFollow <ul><ul><li>NoIndex </li></ul></ul><ul><ul><li><title>Blog Name</title> </li></ul></ul><ul><ul><li><meta name=&quot;robots&quot; content=&quot;noindex, nofollow,&quot; /> </li></ul></ul><ul><ul><li>NoFollow </li></ul></ul><ul><ul><li><a rel=&quot;nofollow&quot; href=&quot;; />CNN</a> </li></ul></ul>SMO - Facebook Connect
    16. 16. NoIndex / NoFollow <ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Day / Month / Year </li></ul></ul><ul><ul><li>Sub Pages (e.g. Privacy Policy) </li></ul></ul>
    17. 17. NoIndex / NoFollow <ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Day / Month / Year </li></ul></ul><ul><ul><li>Sub Pages (e.g. Privacy Policy) </li></ul></ul>
    18. 18. Robots.txt <ul><li>User-agent: * </li></ul><ul><li>Disallow: /tags/ </li></ul><ul><li>Disallow: /archives/ </li></ul><ul><li>Disallow: /author/ </li></ul><ul><li>Disallow: /etc…/ </li></ul>
    19. 19. Restricted Content <ul><li>First Click Free </li></ul><ul><li>k </li></ul><ul><li>To include highly relevant content in Google's search index. </li></ul><ul><li>To provide promotion and discovery for pulishers with restricted content. </li></ul>
    20. 20. The Walled Garden
    21. 21. The Public Park
    22. 22. Case Study: <ul><ul><li>WebMD Property </li></ul></ul><ul><ul><li>Registration Wall Model </li></ul></ul><ul><ul><li>Implemented FCF in July 2009 </li></ul></ul><ul><ul><li>Registrations > Doubled in 1 Week </li></ul></ul><ul><ul><li>Registrations Remained Constant </li></ul></ul>
    23. 23. Social Media Optimization <ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>APIs </li></ul></ul>
    24. 24. SMO - Promotion <ul><ul><li>Social News Sites </li></ul></ul><ul><ul><ul><li>Digg, StumbleUpon </li></ul></ul></ul><ul><ul><ul><li>Reddit, Propeller, Mixx, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Content Strategy </li></ul></ul><ul><ul><ul><li>Target Audience </li></ul></ul></ul><ul><ul><ul><li>Custom Content </li></ul></ul></ul>
    25. 25. Case Study: Sherweb <ul><ul><li>Hosting Company </li></ul></ul><ul><ul><li>Facebook Etiquette Blog Post </li></ul></ul><ul><ul><li>15,000 Uniques in 48 hours </li></ul></ul><ul><ul><li>50,000 Uniques over 1 Month </li></ul></ul>
    26. 26. SMO - Widgets <ul><ul><li>Syndication </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Backlinks </li></ul></ul>
    27. 27. Case Study: Club Med <ul><ul><li>Embeddable Widget </li></ul></ul><ul><ul><li>4 Styles / 9 Content Categories </li></ul></ul><ul><ul><li>Install for Chance to Win Vacation </li></ul></ul><ul><ul><li>> 50 Blogs Installed Widget </li></ul></ul>
    28. 28. SMO - APIs <ul><ul><li>Content Syndication </li></ul></ul><ul><ul><ul><li>One-Click Sharing </li></ul></ul></ul><ul><ul><li>User Engagement </li></ul></ul><ul><ul><ul><li>Single Login </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Data </li></ul></ul>
    29. 29. SMO - Facebook Connect
    30. 30. SMO - Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul><ul><ul><li>Choice of FB Features </li></ul></ul><ul><ul><ul><li>Like Button, Share This, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social Graph </li></ul></ul>
    31. 31. SMO - Facebook Connect <ul><ul><li>Lollapalooza: 99% morePage Views </li></ul></ul><ul><ul><li>Gawker: 45% increase in registrations week over week </li></ul></ul><ul><ul><li>Joost: 30% more videos,15% more comments, and 38% more friend invites. </li></ul></ul><ul><ul><li>-- Source: Facebook </li></ul></ul>
    32. 32. SMO - Facebook Connect
    33. 33. SMO - Facebook Connect
    34. 34. Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>@nvi </li></ul>