Social Media Breakfast #6 Montreal 2011
40
Enterprise SEO for Social Publishers Social Media Breakfast Jan. 19, 2011
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Social Media has turned the world of publishing on its head. In this session, we will explore how publishers can use SEO and Social Media tools to : (1) better promote their content, (2) grow and maintain their audiences, (3) refine their content strategy and (4) develop new revenue opportunities.
Transcript of Social Media Breakfast #6 Montreal 2011
Enterprise SEO for Social Publishers
Social Media Breakfast
Jan. 19, 2011
Who Am I?
Agency Hack @nvi
Staff Editor @revenews
Netizen @gypsybandito
Publishing Goals
Audience / Page Views
Subscribers / Users
Ad Revenues / Leads
Publishing Challenges
Acquisition
Conversion
Retention
Online Strategies Search Engine Optimization
o Acquisition
o Conversionk
Socialo Acquisition
o Conversion
o Retention
SEO for Publishers
Indexation(Basic)
Duplicate Content (Intermediate)
Restricted Content (Advanced)
Indexation 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
Categories
Articles / Posts
Pages
Duplicate Content
Index vs Articles
Categories
Tags
Duplicate Content
Titles & Meta Descriptions
Excerpts on Index Page
Unique Static Content
NoIndex / NoFollow
Excerpts
Static Content
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)
NoIndex / NoFollow
NoIndex<title>Blog Name</title><meta name="robots" content="noindex, nofollow," />
NoFollow<a rel="nofollow" href="http://www.cnn.com" />CNN</a>
Robots.txt
User-agent: *
Disallow: /tags/
Disallow: /archives/
Disallow: /author/
Disallow: /etc…/
Restricted Content
Pro – User Acquisition
Con – SEO
Con – Conversion
The Walled Garden
Times & Sunday Times
June 2010: Paywall Erected
Nov 2010: Traffic collapsed by 90%
Uniques drop from 3M to 200K
Variety.com
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.
First Click Free
Let in Google
Google Indexes Restricted Content
Users get “First Click Free”
Additional access requires registration
Limited to 5 clicks per user per day
The Public Park
Case Study: TheHeart.org
WebMD Property
Registration Wall Model (Free)
Implemented FCF in July 2009
Registrations > Doubled in 1 Week
Registrations Remained Constant
Social for Publishers
Social SEO / Syndication
Social Conversion
Social Intelligence
Social SEO - Promotion
Social News Siteso Digg, StumbleUpon
o Reddit, Propeller, Mixx, etc…k
Content Strategyo Target Audience
o Custom Content
Case Study: Sherweb
Hosting Company
Facebook Etiquette Blog Post
> 20,000 Uniques in 48 hours
> 58,000 Uniques over 1 Month
PageRank 3
Social SEO - Widgets
Off-Site Syndication
Referrals
Brand Awareness
Backlinks
Case Study: Club Med
Embeddable Widget
4 Styles / 9 Content Categories
Install for Chance to Win Vacation
> 50 Blogs Installed Widget
Social Conversion Network Syndication
o One-Click Sharing
Engagement / Conversiono Single Logink
User Data
Network Syndication
User DataFacebook Twitter LinkedIn Google Yahoo!
Name X X X X X
Email X X X
Nickname X X X
Photo X X X X X
Profile URL X X X X X
Birthday X X X
Gender X X
Locaiton X X X X X
Social Graph
X X X X X
More X X X X
Facebook Connect
Facebook Connect Registration & Login
o Access Real User Data
User Experienceo Like Button, Share This, etc…k
Open Graph
Facebook Connect
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
Social Intelligence
Content Strategy
Ad Sales
New Revenue
