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SEO for the Modern College Newsroom Get More Out Of Your News Kyle James @KyleJames C...
Who Am I?
If people can’t find it, does it matter?
Search Engine OptimizationOver 3 billion searches per day!
We Have Lots Of AudiencesAlumni Current Students Future StudentsFaculty/Staff Board Members Sports Fans
Let’s Not Forget The News
Journalist Work Under Tight Deadlines
Journalist Rely On Search Engines "Ultimately, PR-related usability comes down to a simple question: Why spend a fortu...
The Rankings Number Game
The Biggest Stack Wins
Content is an Annuity
How You Can Compete
Presentation Two Parts
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind Yahoo MicrosoftGoogle
By the Numbers (on one site)• 30% of traffic is delivered by Search Engines• 70% of that traffic is delivered by Google• ...
Long Tail Keywords• Computer Science• Computer Science Major• Computer Science Degree• Computer Science Program So...
Two Parts of SEOOn-Page Off-Page
On-Page Optimization Page Title URL Meta Des...
Page Title Page• Describes The Page Title• Include Keywords• 70 Character Limit
URL• Describe The Page URL• Include Keywords• A Dynamic URL is hard to understand...
Headers• Semantic Markup Headers• Include Keywords• Describe sections of the Page
Meta Description & Keywords Meta• Unique for Each Page K...
Search Call To ActionsPage Title Meta Description Page Title and Meta...
Meta Keywords No major search engine still gives authority to them but they are a great way to categorize your content.
Off-Page OptimizationWe’ve all heard Content is King, so Links must be the Queen?
Off-Page Optimization1. Inbound Links2. Site Authority3. Anchor Text4. Social Sharing
Anchor Text Importance
Your Site Is Trusted!
Part 2
The Importance of RSS
Specific Content Consumption
Enter FeedBurnerhttp://www.feedburner.com/
Why Google Is Importanthttp://bit.ly/XnmTK9
Other Ways To Tell Googlehttps://www.google.com/analytics https://www.google.com/webmasters/ ...
Twitter Updates
Always Share Your Content
SEO Ranking Factorshttp://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/
Make Your Content Easy To Share
The Psychology of Sharing
Other Content Types
SEO For Images• Be sure to include an “alt” text• Use descriptive file names • Use – president-bob-commencement.jpg • ...
YouTube Is The 2nd Largest Search Enginehttp://bit.ly/XnmTK9
Other Content Types
Internal Linking
Related Content
Related Content (After The Article)
Printer Friendly Pages & SEODon’t create “Duplicate Content”1. <meta name="Robots" content="NOINDEX"/>2. < a rel="nofo...
PDFs & SEO
Comments & SEO
Pagination of Articles
Google Author Profileshttps://plus.google.com/authorship
Special Rules for Google News InclusionsArticle URLs1. Be unique2. Be permanent3. Display a three-digit number* http://s...
Press Release & SEO
Personalization and Going Hyperlocalhttp://slidesha.re/ZH3iq2
Unique Content for Every Studenthttp://readabout.me/
Stats 97% of newspapers print hometown news from colleges ...
Inspiration & Ideas
Inspiration & Ideashttp://www.edustyle.net/tags.php?tag=news
PR on Websites Free Report • 3rd Edition • 292 pages • 100+ PR Tips • 100+ Design Recommen...
Questions? Kyle James @KyleJames kyle@nucloud.com
SEO for the Modern College Newsroom
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SEO for the Modern College Newsroom

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Search Engine Optimization is commonly shortened to SEO. SEO is a complete industry with expected spending in 2014 to reach $5 billion dollars.

The thing is SEO is not rocket scientist no matter what those spammy SEO marketers who promise #1 ranking tell you.

It's also not snake oil or pixie dust.
SEO is all about usability and accessibility and in this presentation we will discuss actionable items that you can take back and apply to your newsroom.

Published in: Education
License: CC Attribution-NonCommercial-ShareAlike License
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SEO for the Modern College Newsroom

  1. 1. SEO for the Modern College Newsroom Get More Out Of Your News Kyle James @KyleJames CEO @nuCloud Founder @eduGuru
  2. 2. Who Am I?
  3. 3. If people can’t find it, does it matter?
  4. 4. Search Engine OptimizationOver 3 billion searches per day!
  5. 5. We Have Lots Of AudiencesAlumni Current Students Future StudentsFaculty/Staff Board Members Sports Fans
  6. 6. Let’s Not Forget The News
  7. 7. Journalist Work Under Tight Deadlines
  8. 8. Journalist Rely On Search Engines "Ultimately, PR-related usability comes down to a simple question: Why spend a fortune on outbound PR (trying to pitch journalists) when you neglect simple steps to increase the effectiveness of inbound PR (satisfying journalists who visit your website)?"http://www.nngroup.com/articles/press-area-usability/
  9. 9. The Rankings Number Game
  10. 10. The Biggest Stack Wins
  11. 11. Content is an Annuity
  12. 12. How You Can Compete
  13. 13. Presentation Two Parts
  14. 14. What SEO is NOT
  15. 15. SEO is Usability and Accessibility
  16. 16. Search Engine Crawlers are Blind Yahoo MicrosoftGoogle
  17. 17. By the Numbers (on one site)• 30% of traffic is delivered by Search Engines• 70% of that traffic is delivered by Google• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
  18. 18. Long Tail Keywords• Computer Science• Computer Science Major• Computer Science Degree• Computer Science Program South Carolina• Computer Science Degree South Carolina
  19. 19. Two Parts of SEOOn-Page Off-Page
  20. 20. On-Page Optimization Page Title URL Meta Description Meta HeadersKeywords
  21. 21. Page Title Page• Describes The Page Title• Include Keywords• 70 Character Limit
  22. 22. URL• Describe The Page URL• Include Keywords• A Dynamic URL is hard to understand• What are the following two pages about?• http://www.college.edu/newsroom/president-obama-visits-campus/• http://www.college.edu/newsroom.aspx&content_id=4225972
  23. 23. Headers• Semantic Markup Headers• Include Keywords• Describe sections of the Page
  24. 24. Meta Description & Keywords Meta• Unique for Each Page Keywords• Only Viewable in Source• Meta Description limit 150 characters Meta• Meta Keyword limit 10 keywords max Description
  25. 25. Search Call To ActionsPage Title Meta Description Page Title and Meta Description are all you get in search results. Make sure that they count.
  26. 26. Meta Keywords No major search engine still gives authority to them but they are a great way to categorize your content.
  27. 27. Off-Page OptimizationWe’ve all heard Content is King, so Links must be the Queen?
  28. 28. Off-Page Optimization1. Inbound Links2. Site Authority3. Anchor Text4. Social Sharing
  29. 29. Anchor Text Importance
  30. 30. Your Site Is Trusted!
  31. 31. Part 2
  32. 32. The Importance of RSS
  33. 33. Specific Content Consumption
  34. 34. Enter FeedBurnerhttp://www.feedburner.com/
  35. 35. Why Google Is Importanthttp://bit.ly/XnmTK9
  36. 36. Other Ways To Tell Googlehttps://www.google.com/analytics https://www.google.com/webmasters/ https://plus.google.com/
  37. 37. Twitter Updates
  38. 38. Always Share Your Content
  39. 39. SEO Ranking Factorshttp://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/
  40. 40. Make Your Content Easy To Share
  41. 41. The Psychology of Sharing
  42. 42. Other Content Types
  43. 43. SEO For Images• Be sure to include an “alt” text• Use descriptive file names • Use – president-bob-commencement.jpg • Not – DSC_0012.jpg
  44. 44. YouTube Is The 2nd Largest Search Enginehttp://bit.ly/XnmTK9
  45. 45. Other Content Types
  46. 46. Internal Linking
  47. 47. Related Content
  48. 48. Related Content (After The Article)
  49. 49. Printer Friendly Pages & SEODon’t create “Duplicate Content”1. <meta name="Robots" content="NOINDEX"/>2. < a rel="nofollow" href="site.com/printer-friendly-page.htm">3. <link rel=”stylesheet” type=”text/css” media=”print” href=”printer.css” />4. <link rel=”canonical” href=”http://site.com/page” />5. User-agent: * Disallow: /print/
  50. 50. PDFs & SEO
  51. 51. Comments & SEO
  52. 52. Pagination of Articles
  53. 53. Google Author Profileshttps://plus.google.com/authorship
  54. 54. Special Rules for Google News InclusionsArticle URLs1. Be unique2. Be permanent3. Display a three-digit number* http://support.google.com/news/publisher/bin/answer.py?hl=en&answer=68323Creating a Google News Sitemap• Be sure you are using “News-specific tags” http://support.google.com/news/publisher/bin/answer.py?hl=en&answer=74288
  55. 55. Press Release & SEO
  56. 56. Personalization and Going Hyperlocalhttp://slidesha.re/ZH3iq2
  57. 57. Unique Content for Every Studenthttp://readabout.me/
  58. 58. Stats 97% of newspapers print hometown news from colleges 90% of editors consider these stories to be important, must- publish contenthttp://slidesha.re/ZH3iq2
  59. 59. Inspiration & Ideas
  60. 60. Inspiration & Ideashttp://www.edustyle.net/tags.php?tag=news
  61. 61. PR on Websites Free Report • 3rd Edition • 292 pages • 100+ PR Tips • 100+ Design Recommendationshttp://www.nngroup.com/reports/pr-websites/
  62. 62. Questions? Kyle James @KyleJames kyle@nucloud.com

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