City online journalism wk2: BASIC principles & SEO

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2nd session for the online journalism module at City University

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City online journalism wk2: BASIC principles & SEO

  1. 1. Paul Bradshaw City University, UK Publisher, Online Journalism Blog Founder, Help Me Investigate.com Different medium, different rules (BASIC principles, SEO)
  2. 2. <ul><li>What does the medium enhance? </li></ul><ul><li>What does it make obsolete? </li></ul><ul><li>What does the medium retrieve that had been obsolesced earlier? </li></ul><ul><li>What does the medium flip into when pushed to extremes? </li></ul>  Tetrad of media effects (McLuhan)
  3. 3. Look at the medium and the environment of use
  4. 4. This lecture is a hot medium (your labs are cold)
  5. 5.   BASIC principles: (brevity, adaptability, scannability, interactivity, community)
  6. 6. Brevity
  7. 7. People read… 25% slower Source: Jakob Nielsen: http://bit.ly/G4auC
  8. 8. less than 28% of words Jakob Nielsen: http://bit.ly/ZYni
  9. 9. One. idea. per. par. Jakob Nielsen: http://bit.ly/ZYni
  10. 10. Adaptability
  11. 11. The journalist The information
  12. 12. What does the story suit?
  13. 13. What might the user want to do with the information?
  14. 15. Scannability
  15. 16. Users are task-oriented
  16. 17. Headlines need to be literal
  17. 18. Get to the point quick
  18. 19. SEO
  19. 20. Subheadings
  20. 21. Bullet lists
  21. 22. Blockquotes
  22. 23. Interactivity
  23. 24. Link
  24. 25. Think wiki blog Q&A live chat webcast quiz image map gallery poll forum user video database mashup
  25. 26. Community & Conversation
  26. 27. They are not the audience
  27. 28. Users as co-creators of news
  28. 29. Distributed acts of journalism
  29. 30. Engage: invite and respond
  30. 31. Create social value off your site
  31. 32. Journalism acts of distribution
  32. 33. The story is bigger than the site
  33. 34. Leave your site
  34. 35. Conversation = Distribution
  35. 36.   SEO: (Search Engine Optimisation)
  36. 39. You are not writing for machines.
  37. 40. <ul><li>Visible content, weighted: </li></ul><ul><li>Headlines and subheadings </li></ul><ul><li>Bold and italic text </li></ul><ul><li>Links, tables and lists </li></ul><ul><li>Main content, intro first </li></ul>  Level 1: content & meaning
  38. 41. <ul><li>Invisible content, weighted: </li></ul><ul><li>Page title </li></ul><ul><li>URL </li></ul><ul><li><alt> tags </li></ul><ul><li>tags and categories </li></ul><ul><li>location & recency </li></ul>  Level 2: context
  39. 42. <ul><li>Inbound links (not <nofollow>) </li></ul><ul><li>Text around links </li></ul><ul><li>PageRank of referring sites </li></ul><ul><li>Your PageRank </li></ul><ul><li>Frequency of updates </li></ul>  Level 3: reputation
  40. 43. <ul><li>‘ Linkspamming’ </li></ul><ul><li>Link farms </li></ul><ul><li>Invisible text </li></ul><ul><li>Keyword stuffing </li></ul>  ‘ Black hat’ SEO - penalised
  41. 45. Easy to find, meaningful, unique, social
  42. 46. <ul><li>Page views and unique visitors </li></ul><ul><li>Time spent on site </li></ul><ul><li>Bounce rate </li></ul><ul><li>Traffic source </li></ul><ul><li>Search terms </li></ul>  Analytics and metrics
  43. 47. Lab 1. Set up blog 2. Social content ideas 3. Meaningful formatting
  44. 48. Links OnlineJournalismClasses.tumblr.com Delicious.com/paulb/cityoj02 OnlineJournalismBlog.com

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