Download - Deck_Prescott Shibles
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SEO: Quality vs. Searchability
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• VP, New Media for Primedia Business, Prism Business Media and Penton Media (’03 to ‘08)
• Brought SEO from About.com to PRIMEDIA Business (now Penton Media) in 2002– Grew traffic from 1.5 million page views to 7 million
page views in under a year
• Grew division from $3MM in digital revenues to over $60MM and from 8 people in ‘03 to 147 in ‘08
Who is this “Prescott” guy and what can he teach me about SEO & B2B Media?
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• Why page view journalism is a waste of time unless you have a network of low-cost content creators
• Combat page view journalism with service journalism
• How can you get management to focus on the right metrics?
• What tools should I be looking at?
Today’s discussion
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Quality• Attract the right
audience• Make an impression• Reader wants more
content from you• Creates influence
Searchability• Content discovery• Increased traffic• Credibility with
advertisers & readers• New users• Steal market share
Quality vs. Searchability
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Can quality be measured as easily as searchability?
• How do others quantify quality content?– Google: PageRank– Facebook: EdgeRank
• How do you quantify quality content?
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SEO Impact: 2003 vs. 2002
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• Goal: massive page view growth• Technology
– Pre-populated title tags with editorial ability to override it with an optimized title
– Meta description and keywords– Static url’s– Spiderbites
• Editorial Training– Trained over 150 editors on SEO in three months– Focus was on-page factors
SEO 2002 Gameplan
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• Goal: reach, engage and develop an ongoing relationship with as many people in the industry as possible
• Technology– Web Analytics– Audience Management System (registration, paywall, etc.)– Workflow– Syndication
• Editorial Training– Social Media – Focus on understanding metrics– Social media and link building– Maintain on-page skills– Tagging and meta data
SEO Gameplan 2012
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• Value of a page view has fallen to $0.01 or $0.02• More competition for keywords
– Advertisers are blogging, tweeting, etc.– Readers are blogging, etc.– Events are blogging, etc.
• Off-page factors are becoming more important• Rise of social media and social media
optimization (SMO)
What’s changed in 10 years?
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Your website is your top audience acquisition tool, but it isn’t set
up to attract and acquire new users/readers.
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20% of Homepage Used for Conversions1 2 3
4
5
6-15
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5% of Homepage Used for Conversions1-5 6
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• If page views are worth a penny or two, what is the opportunity cost?
• Good content should create value beyond the page view– Email newsletter subscription: $3 to $5– Print magazine subscription: $5 to $50 – Webinar registration: $30 to $120– Facebook Fan: $2 to $4– Twitter follower: $2 to $4
• Lifetime values of the above number are much higher• Email addresses can be used to market conferences and
trade shows
Stepping over dollars to get pennies
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ABM Managing Profits StudyChannel Average Revenue
per User (ARPU)Avg. Reach Margin Growth Rate
Print $28 59,448 23% 2.3%
Web $29 56,000 31% 15.5%
Conference $1,327 412 31% 9.8%
Trade Show $191 12,717 52% 9.8%
Source: 2012 ABM Managing Profits Study
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eHow.com• 46M uniques• 110M total visits• 64M return visits• 280M page views• 5:00 per visit
nytimes.com• 23M uniques• 110M total visits• 87M return visits• 370M page views• 8:00 per visit
Who has more influence?
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Google Analytics Can Track These Engagement Metrics
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Tying Editors to Engagement Goals
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• Number of content assets• Non-bounce visits (easy)• Return visits (easy)• Newsletter signups (talk to developer)• Social media activity (talk to developer)• Unique Visitors (easy)• Page Views (easy)
Executive Dashboard
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• Top converting writers• Top converting content types (video, article,
blog, podcast, review, how-to, news, etc.)• Top converting content assets• Top converting referrers (sites that send you
traffic)• Top converting keywords • Top converting tags (need developer)
Editorial Team Reports
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• Manage story pipeline• Manage writers (fulltime and freelance)• Analytics by writer• Payments, etc.• Licensing
KaPost.com
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• Chartbeat: Real-time analytics for large, newsy sites
• Scout Analytics: Paid content analytics platform• PublishFlow: Real-time analytics, competitive
analysis
Other Web Analytics
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• Keyword targets• Keyword rankings• On-page analysis• Off-page factors• Link Development
SEOmoz
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• Temis• Open Calais• Inform• OpenAmplify
Automated Tagging
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• Quality content leads to deeper relationships, more influence
• Manage up… tell your boss what metrics to follow
• Use tools to make content discoverability more efficient
• Take time for content strategy
Final thoughts