seo for the modern college newsroom
DESCRIPTION
Search Engine Optimization is commonly shortened to SEO. SEO is a complete industry with expected spending in 2014 to reach $5 billion dollars. The thing is SEO is not rocket scientist no matter what those spammy SEO marketers who promise #1 ranking tell you. It's also not snake oil or pixie dust. SEO is all about usability and accessibility and in this presentation we will discuss actionable items that you can take back and apply to your newsroom.TRANSCRIPT
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SEO for the Modern College NewsroomGet More Out Of Your News
Kyle James@KyleJames
CEO @nuCloudFounder @eduGuru
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Who Am I?
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If people can’t find it, does it matter?
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Search Engine Optimization
Over 3 billion searches per day!
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We Have Lots Of Audiences Alumni Current Students Future Students
Faculty/Staff Board Members Sports Fans
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Let’s Not Forget The News
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Journalist Work Under Tight Deadlines
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Journalist Rely On Search Engines
"Ultimately, PR-related usability comes down to a simple question: Why spend a fortune on outbound PR (trying to pitch journalists) when you neglect simple steps to increase the effectiveness of inbound PR (satisfying journalists who visit your website)?"
http://www.nngroup.com/articles/press-area-usability/
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The Rankings Number Game
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The Biggest Stack Wins
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Content is an Annuity
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How You Can Compete
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Presentation Two Parts
1. 2.
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What SEO is NOT
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SEO is Usability and Accessibility
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Search Engine Crawlers are Blind
Yahoo Microsoft
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By the Numbers (on one site)• 30% of traffic is delivered by Search
Engines
• 70% of that traffic is delivered by Google
• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
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Long Tail Keywords
• Computer Science• Computer Science Major• Computer Science Degree• Computer Science Program South Carolina• Computer Science Degree South Carolina
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Two Parts of SEO
On-Page Off-Page
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On-Page Optimization
Headers
PageTitle
MetaDescription
MetaKeywords
URL
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Page Title
• Describes The Page• Include Keywords• 70 Character Limit
PageTitle
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URL
• Describe The Page• Include Keywords• A Dynamic URL is hard to understand
• What are the following two pages about?• http://www.college.edu/newsroom/president-obama-visits-campus/ • http://www.college.edu/newsroom.aspx&content_id=4225972
URL
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Headers• Semantic Markup• Include Keywords• Describe sections of the Page
Headers
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Semantic Markup:Think Like Word
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Meta Description & Keywords
• Unique for Each Page• Only Viewable in Source• Meta Description limit 150 characters• Meta Keyword limit 10 keywords max
MetaDescription
MetaKeywords
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Search Call To Actions
Page Title
Meta Description
Page Title and Meta Description are all you get in search results. Make sure that they count.
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Meta Keywords
No major search engine still gives authority to them but they are a great
way to categorize your content.
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Off-Page Optimization
We’ve all heard Content is King, so Links must be the Queen?
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Off-Page Optimization
1. Inbound Links2. Site Authority3. Anchor Text4. Social Sharing
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Anchor Text Importance
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Your Site Is Trusted!
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Part 2
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The Importance of RSS
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Specific Content Consumption
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Enter FeedBurner
http://www.feedburner.com/
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Why Google Is Important
http://bit.ly/XnmTK9
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Other Ways To Tell Google
https://www.google.com/webmasters/https://www.google.com/analytics
https://plus.google.com/
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Twitter Updates
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Always Share Your Content
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SEO Ranking Factors
http://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/
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Make Your Content Easy To Share
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The Psychology of Sharing
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Other Content Types
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SEO For Images
• Be sure to include an “alt” text• Use descriptive file names
• Use – president-bob-commencement.jpg• Not – DSC_0012.jpg
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YouTube Is The 2nd Largest Search Engine
http://bit.ly/XnmTK9
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Other Content Types
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Internal Linking
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Related Content
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Related Content (After The Article)
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Printer Friendly Pages & SEO
Don’t create “Duplicate Content”1. <meta name="Robots" content="NOINDEX"/> 2. < a rel="nofollow" href="site.com/printer-friendly-page.htm">3. <link rel=”stylesheet” type=”text/css” media=”print” href=”printer.css” />4. <link rel=”canonical” href=”http://site.com/page” />5. User-agent: *
Disallow: /print/
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PDFs & SEO
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Comments & SEO
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Pagination of Articles
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Google Author Profiles
https://plus.google.com/authorship
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Special Rules for Google News Inclusions
Article URLs1. Be unique2. Be permanent3. Display a three-digit number*
http://support.google.com/news/publisher/bin/answer.py?hl=en&answer=68323
Creating a Google News Sitemap• Be sure you are using “News-specific tags”
http://support.google.com/news/publisher/bin/answer.py?hl=en&answer=74288
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Press Release & SEO
100+ Years
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Personalization and Going Hyperlocal
http://slidesha.re/ZH3iq2
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Unique Content for Every Student
http://readabout.me/
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Stats
http://slidesha.re/ZH3iq2
97% of newspapers print hometown news from
colleges
90% of editors consider these stories to be important, must-
publish content
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Inspiration & Ideas
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Inspiration & Ideas
http://www.edustyle.net/tags.php?tag=news
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PR on Websites Free Report
• 3rd Edition• 292 pages• 100+ PR Tips• 100+ Design
Recommendations
http://www.nngroup.com/reports/pr-websites/