City online journalism wk2: BASIC principles & SEO
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Transcript of City online journalism wk2: BASIC principles & SEO
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Paul BradshawCity University, UKPublisher, Online Journalism BlogFounder, Help Me Investigate.com
Different medium, different rules(BASIC principles, SEO)
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- What does the medium enhance?- What does it make obsolete?- What does the medium retrieve that had been obsolesced earlier?- What does the medium flip into when pushed to extremes?
Tetrad of media effects (McLuhan)
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Look at the medium and the
environment of use
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This lecture is a hot medium
(your labs are cold)
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BASIC principles: (brevity, adaptability, scannability, interactivity, community)
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Brevity
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Adaptability
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The journalistThe information
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What does the story suit?
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What might the user want to do
with the information?
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Scannability
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Users are task-oriented
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Headlines need to be
literal
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Get to the point quick
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SEO
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Subheadings
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Bullet lists
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Blockquotes
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Interactivity
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Link
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Thinkwiki
blogQ&A
live chat
webcastquiz
image map
gallerypoll
forumuser video
database
mashup
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Community&
Conversation
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They are not the audience
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Users as co-creators of
news
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Distributed acts of
journalism
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Engage: invite and respond
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Create social value off your site
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Journalism acts of
distribution
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The story is bigger than
the site
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Leave your site
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Conversation = Distribution
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SEO: (Search Engine Optimisation)
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You are not writing for machines.
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- Visible content, weighted:- Headlines and subheadings- Bold and italic text- Links, tables and lists- Main content, intro first
Level 1: content & meaning
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- Invisible content, weighted:- Page title- URL- <alt> tags- tags and categories- location & recency
Level 2: context
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- Inbound links (not <nofollow>)- Text around links- PageRank of referring sites- Your PageRank- Frequency of updates
Level 3: reputation
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- ‘Linkspamming’- Link farms- Invisible text- Keyword stuffing
‘Black hat’ SEO - penalised
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Easy to find, meaningful,
unique, social
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- Page views and unique visitors- Time spent on site- Bounce rate- Traffic source- Search terms
Analytics and metrics
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Lab
1. Set up blog2. Social content ideas3. Meaningful formatting
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Links
OnlineJournalismClasses.tumblr.comDelicious.com/paulb/cityoj02OnlineJournalismBlog.com