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