SEO Evatt INMA Dallas

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Search engine optimization presentation from Dallas INMA conference October 2007.

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SEO Evatt INMA Dallas

  1. 1. Search Engine Optimization Practical Application Steven Evatt, Chron.com
  2. 2. Today We’ll Cover: • Search Engine Basics • Building SEO into your CMS • Measure your success
  3. 3. How does a search engine work?
  4. 4. Who to optimize for?  Market share  Google – 55%  Yahoo – 11%  MSN/Live – 5.4%  Chron.com  Google – 68.3%  Yahoo – 13.8%  MSN/Live – 8.0%
  5. 5. Newsroom Adoption  Top down ‘Buy-In’  Visionaries in VP and EVP of Online Editorial  Automation of SEO Basics  Provide tangible tracking and benchmarking results
  6. 6. Content is King
  7. 7. Page Title Automation  Automatically insert Headline  Leads the Title  Includes metro area – “Houston”  Includes Site and Publication Name
  8. 8. Cross Linking  Site search results and resource tool links on story pages  Cross linking with Chron.com Blog posts  Keywords are derived from links
  9. 9. Newsroom Editors: Their Role  Page Text  Education: SEO best practices to newsroom  Promo Graphics  Easy editing tools so both graphic and text changes are within content management system
  10. 10. Meta Keywords and Description  Refining to ensure primary keywords are included  Provide mechanism for editorial staff to avoid code editing
  11. 11. Site Discoverability  File Structure Hierarchy and Taxonomy  Maintain Site Maps  Nav, Links, Story redirection on Error pgs  RSS throughout site
  12. 12. Back End Configurations  Robots.TXT  404 Error Page  Server Side Redirects  Configure multiple URLs to avoid returning the exact same content.  ie www.chron.com == www.houstonchronicle.com == chron.com == etc.  301 vs 302
  13. 13. Tracking and Benchmarking May 2006: #5 May 2006: #4
  14. 14. NewsKnife.com Rating • Year to date 2007 - #3 • 2006 - #15 • 2005 - #47 • 2004 - #58
  15. 15. Care and Feeding of SEO  Continuous Process  Use keyword-rich content  Updated constantly with less graphical text  Topical meta data  Meta descriptsion  keywords  Limited to six-to-eight  Future Growth
  16. 16. Let’s Review  Content is King  Keep it fresh  Keep it original  Unique title tags  Links are powerful – be generous!  Automate
  17. 17. More Information  SEO Blogs  http://www.mattcutts.com/blog/type/googleseo/  http://www.schipul.com/sem/seo.asp  http://googleblog.blogspot.com  SEO Tools  http://www.marketleap.com  Google News Rankings  http://www.newsknife.com  Site Maps  http://www.sitemaps.org
  18. 18. Thanks For Coming!  Steven Evatt  www.chron.com – The Houston Chronicle Phone: 713.362.2937 Email: steven.evatt@chron.com Site: www.chron.com

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