search & social for online publishers - podcamp montreal 2010
DESCRIPTION
In this session, we’ll explore advanced SEO and social media tools that online publishers can use to grow and better understand their audience.TRANSCRIPT
Search & Social for Online Publishers
Acquisition, Conversion, & Retention
Who the F*ck Am I?
Blogger – @gypsybandito
Editor – @revenews
Agency Hack – @nvi
Publishing Goals Audience / Page Views
Subscriptions / Users
Ad Revenues
Digital Publishing Search Engine Optimization
o Acquisition
o Conversionk
Socialo Acquisition
o Conversion
o Retention
SEO - Acquistion On Site
o Unique Meta Info
o Duplicate Content
o Interlinkingk
Off Siteo Backlink Profile
SEO for Publishers
Page Content
Duplicate Content
Restricted Content
Page Structure Page Titleso <title>Insert 65 Characters</title>
Meta Descriptionso <meta name="description"
content=“Insert 150 characters." />
Meta Keywords (don’t bother)
Page Titles
Meta Descriptions
Title / Descriptions
Index
Articles / Posts
Pages
Categories
Duplicate Content
Index vs Articles
Categories
Tags
Duplicate Content
Excerpts on Index Page
Titles & Meta Descriptions
Unique Static Content
NoIndex / NoFollow
Excerpts
Static Content
NoIndex / NoFollow
NoIndex<title>Blog Name</title><meta name="robots" content="noindex, nofollow," />
NoFollow<a rel="nofollow" href="http://www.cnn.com" />CNN</a>
SMO - Facebook Connect
NoIndex / NoFollow
Categories
Tags
Author
Day / Month / Year
Sub Pages (e.g. Privacy Policy)
NoIndex / NoFollow
Categories
Tags
Author
Day / Month / Year
Sub Pages (e.g. Privacy Policy)
Robots.txt
User-agent: *
Disallow: /tags/
Disallow: /archives/
Disallow: /author/
Disallow: /etc…/
Restricted Content
First Click Freek
1. To include highly relevant content in Google's search index.
2. To provide promotion and discovery for pulishers with restricted content.
The Walled Garden
The Public Park
Case Study: TheHeart.org
WebMD Property
Registration Wall Model
Implemented FCF in July 2009
Registrations > Doubled in 1 Week
Registrations Remained Constant
Social Media Optimization
Promotion
Widgets
APIs
SMO - Promotion Social News Sites
o Digg, StumbleUpon
o Reddit, Propeller, Mixx, etc…k
Content Strategyo Target Audience
o Custom Content
Case Study: Sherweb
Hosting Company
Facebook Etiquette Blog Post
15,000 Uniques in 48 hours
50,000 Uniques over 1 Month
SMO - Widgets Syndication
Brand Awareness
Backlinks
Case Study: Club Med
Embeddable Widget
4 Styles / 9 Content Categories
Install for Chance to Win Vacation
> 50 Blogs Installed Widget
SMO - APIs Content Syndication
o One-Click Sharing
User Engagement o Single Logink
Data
SMO - Facebook Connect
SMO - Facebook Connect
Registration & Logino Access Real User Data
Choice of FB Featureso Like Button, Share This, etc…k
Social Graph
SMO - Facebook Connect
Lollapalooza: 99% morePage Views
Gawker: 45% increase in registrations week
over week
Joost: 30% more videos,15% more
comments, and 38% more friend invites.
-- Source: Facebook
SMO - Facebook Connect
SMO - Facebook Connect
