SEO for Editorial Teams
Search Engine Optimisation <ul><li>Why it’s Hot </li></ul><ul><li>Search is a new online experience </li></ul><ul><li>It’s...
The objective of SEO <ul><li>To be very easy to find on search engines for ANY relevant terms </li></ul><ul><li>E.g. News ...
Search Engine Algorithms <ul><li>Keyword Density  – the number of mentions of particular keywords </li></ul><ul><li>Link P...
Search Engine Algorithms <ul><li>Freshness  – how often your content is updated </li></ul><ul><li>Authority  – the ability...
The Way People Search
People are Searching
Simplicity <ul><li>Page Titles  – most important thing to get right as they are what gets displayed as your listing in the...
Usability <ul><li>Link titles –  Like alt tags these appear when your mouse hovers over a link. They should indicate where...
Relevancy <ul><li>Links from one article to another should pay careful attention to which keywords they include in the lin...
Turn your page into a hub of information
What are your competitors doing? Authority Authority Authority
Traffic Estimation Tools <ul><li>Online tools help to give estimates of search traffic across different engines and differ...
Analytics Tools <ul><li>Webtrends  – the actual incoming search term used to find your website is recorded in the web serv...
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Seo Training For Editorial Teams

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Seo Training For Editorial Teams

  1. 1. SEO for Editorial Teams
  2. 2. Search Engine Optimisation <ul><li>Why it’s Hot </li></ul><ul><li>Search is a new online experience </li></ul><ul><li>It’s changed the way people access content – expectations, archiving, easy to find </li></ul><ul><li>Making sure your stories are found </li></ul><ul><li>Reach more people </li></ul><ul><li>Get found online </li></ul><ul><li>What it’s Not </li></ul><ul><li>Stuffing keywords into articles </li></ul><ul><li>Writing for robots or software </li></ul><ul><li>Giving up editorial control </li></ul><ul><li>Good online content is still about being relevant and interesting to your HUMAN readers </li></ul>
  3. 3. The objective of SEO <ul><li>To be very easy to find on search engines for ANY relevant terms </li></ul><ul><li>E.g. News about Cisco, NPfit, Finance Software etc etc </li></ul><ul><li>To get the search engines working for you. </li></ul><ul><li>To appear in Top 10 positions on the first page of search engine results pages (SERPs). </li></ul><ul><li>Deliver a great search experience and you’ll be rewarded. </li></ul>
  4. 4. Search Engine Algorithms <ul><li>Keyword Density – the number of mentions of particular keywords </li></ul><ul><li>Link Popularity – the number of links from other sites pointing to your site </li></ul>
  5. 5. Search Engine Algorithms <ul><li>Freshness – how often your content is updated </li></ul><ul><li>Authority – the ability to use your site to find new relevant information </li></ul>
  6. 6. The Way People Search
  7. 7. People are Searching
  8. 8. Simplicity <ul><li>Page Titles – most important thing to get right as they are what gets displayed as your listing in the search results. </li></ul><ul><li>Meta Tags – description and keyword meta tags are especially important for pages with rich media content. </li></ul>
  9. 9. Usability <ul><li>Link titles – Like alt tags these appear when your mouse hovers over a link. They should indicate where the link takes you. </li></ul><ul><ul><li>E.g. For the AAJ job alerts signup link it says “Automate your job searches and get them sent to you via email” </li></ul></ul><ul><li>Alt tags – primarily for disability access, users who switch images off or use screenreaders, alt tags should be purely descriptive. </li></ul><ul><ul><li>E.g. on photo of a journalist might reiterate the ad or describe the picture “ Photo: Steve Coogan – VNU tech correspondent ” </li></ul></ul>
  10. 10. Relevancy <ul><li>Links from one article to another should pay careful attention to which keywords they include in the link text. Include terms that are: </li></ul><ul><li>Targeting high traffic terms </li></ul><ul><li>Relevant to the type of traffic you want to attract </li></ul><ul><li>Make it obvious what the story is about </li></ul>
  11. 11. Turn your page into a hub of information
  12. 12. What are your competitors doing? Authority Authority Authority
  13. 13. Traffic Estimation Tools <ul><li>Online tools help to give estimates of search traffic across different engines and different keyword combinations. </li></ul><ul><li>http://searchmarketing.yahoo.co.uk/en_GB/rc/srch/?mkt=uk </li></ul><ul><li>www.wordtracker.com </li></ul><ul><li>https:// adwords.google.com/select/KeywordToolExternal </li></ul>
  14. 14. Analytics Tools <ul><li>Webtrends – the actual incoming search term used to find your website is recorded in the web server log file. Monitoring these can provide you with new undiscovered, uncompetitive, and 'long tail' terms. </li></ul><ul><li>Hitwise – tracks traffic at a network level and can tell you what keywords were used to find your competitors websites. Monitoring these can allow you to discover new sources of traffic and </li></ul>

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