seo evatt inma dallas
DESCRIPTION
Search engine optimization presentation from Dallas INMA conference October 2007.TRANSCRIPT
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Search Engine Optimization Practical Application
Steven Evatt, Chron.com
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Today We’ll Cover:
• Search Engine Basics
• Building SEO into your CMS
• Measure your success
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How does a search engine work?
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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%
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Newsroom Adoption
Top down ‘Buy-In’ Visionaries in VP
and EVP of Online Editorial
Automation of SEO Basics
Provide tangible tracking and benchmarking results
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Content is King
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Page Title Automation
Automatically insert Headline Leads the Title
Includes metro area – “Houston”
Includes Site and Publication Name
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Cross Linking
Site search results and resource tool links on story pages
Cross linking with Chron.com Blog posts
Keywords are derived from links
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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
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Meta Keywords and Description
Refining to ensure primary keywords are included
Provide mechanism for editorial staff to avoid code editing
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Site Discoverability
File Structure Hierarchy and Taxonomy
Maintain Site Maps Nav, Links, Story
redirection on Error pgs RSS throughout site
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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
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Tracking and Benchmarking
May 2006: #5 May 2006: #4
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NewsKnife.com Rating
• Year to date 2007 - #3
• 2006 - #15
• 2005 - #47
• 2004 - #58
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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
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Let’s Review
Content is King Keep it fresh Keep it original
Unique title tags Links are powerful – be generous! Automate
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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
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Thanks For Coming!
Steven Evatt www.chron.com – The Houston Chronicle
Phone: 713.362.2937Email: [email protected]: www.chron.com