Tag seo

AOP Forum: Maintaining editorial integrity and making partnerships pay

Attended a good session today at the Association of Online Publishers at IPC. Chris Mooney (Topgear.com) chaired an informative afternoon, introducing speakers from Starcom, Bauer, AOL, CBSI and Dunhill to present their views on maintaining a healthy relationship between editorial and partnerships.

Transparency was heavily emphasised, users need to understand exactly what they are interacting with at all times with the use of ‘signposts’. There simply is no point in compromising the long-term integrity of your editorial product for the sake of short-term financial gain. 

Here are my notes and links from the session.

  • Nike Plus: Example of a brand that vetoed the use of an agency to connect directly with their audience, with great success.
  • Hovis: Example of a brand that has a great connection with it’s audience. Over 80k fans to their Facebook page already.
  • Did you know that 16-24 years olds define themselves through their choice in music and actually listen to what Celebrities say?
  • Grazia TV: nice original production from the Bauer team
  • Coming down the pipe from AOL: More video, tailored for local markets. Like this.
  • AOL’s new ad platform Pictela coming to the UK this autumn
  • A very cool site from Dunhill – demonstrating editorial integrity and advertising working together nicely. I loved the way they focus on a series of exceptionally clever non-celebrity types to leverage their brand. It’s still an advertorial, but it’s not directly selling to you. It is, dare I say it, very cool content. Plus, I’m not entirely sure if they used a marketing agency for this at all. ‘Build it and they will come?’. Exceptionally brave, or incredibly naive?

You can read full summary on the AOP website here

 

Thought for the day: What’s the actual difference between sponsored links and natural search links in a world where everyone’s SEOing their content? Answers on a postcard please.

*PS: I met a 14 year-old today who said they played games more than watching TV. That makes me feel about 102.

Page Rank–The SEO Rapper

Word on the street is that the SEO Rapper is laying down some great tips on Page Rank from his stateside car park. Not one is sure in which state or car park he resides, I just like the way he rolls. 

Search and Editorial Workflow at Content Strategy Applied

This week I presented at the Content Strategy event in Richmond – discussing how we approach ‘Search’ in our editorial workflow at MSN. My main point was that search is now so much more than ‘just’ SEO, especially now that search engines are taking more account of our social media activity when ranking pages.

And if you add to the mix the way that trending topic tools (Tweet Deck for instance) can shape the type of stories you choose to publish that day – then the lines between search and editorial begin to blend.

That’s why good ‘Search’ in the wider sense reinforces good editorial practise and promotion. You don’t have to compromise, they can all work together in harmony to hit your online objectives. 

Great to see so many questions raised and thanks to everyone for their input. My edited presentation below.

Top ten SEO tips for Content Managers #1

What would the ultimate SEO checklist for your team look like? It would probably include a bit of detail, as well as the a bit of strategy, taking account of how your own editorial team is structured and the resources available to you. Oh, and it would be easy to understand and execute. Every team is different so here’s my own suggestions:

  1. Be Aware: Do you know what search keywords are being used right now by people looking for the content you produce?  Do you know what they are most interested in today? Are you familiar with the trends and tools to help you get that insight? 
  2. Respond: Is you team structured to respond to breaking news and changes in your market? Can they lend their journalistic expertise to what is being discussed by Joe Public? Can they separate the rumours from the facts? Can they use their contacts to illuminate other aspects of a story or kill it flat? Simply put, are you fast enough to respond to what’s happening right now and can you add value.
  3. Checklist: Have you simplified SEO to some quick and easy steps for your editorial team? Have you prioritised for them so they can concentrate on what they do best?
  4. Measurement: Have you put realistic SEO targets in place and put a system in place to track performance?
  5. Potential: Are you spotting gaps and opportunities? Are you prepared to accept that people just aren’t interested in what you think is your most interesting section?
  6. Focus: Is the whole team aligned towards a clear goal? Do you have a strategy document in place so each stakeholder can see progress clearly and objectively? Are you demanding more from your own in-house or external SEO expert?
  7. Celebrate:  Are you rewarding success and sharing best practise across groups? 
  8. Courage: Are you allowing the insights gained by SEO to flavour and shape your consumer proposition? Are you brave enough to go back to the drawing board?
  9. Review: Are you checking your selected keywords for popularity? Are they still ranking highly?
  10. Ideas: Have you provided links and resources for team members to find out more about SEO? Editorial insight should shape your SEO strategy so don’t leave it to the technical types. Ultimately, we’re all a little blind to the truth, but together we should be able to work it out.

elephant blind men thumb Top ten SEO tips for Content Managers #1

Google Insights launches Social Media search

Today we’ve discovered a new addition to the Google Insights dashboard which includes social media as part of the filtering options. It looks like this:

image thumb2 Google Insights launches Social Media search

image thumb3 Google Insights launches Social Media search

At the moment it looks like it’s only pulling in US data as a swift search for ‘Cheryl Cole’ will review no results if you filter by UK only. However, ‘worldwide’ (aka US?) it’s a different story.

image thumb4 Google Insights launches Social Media search

Useful for checking trending spikes for international subjects/artists like Lady GaGa otherwise of limited use for a UK news desk at the moment. Makes you think how well known Cheryl Cole is in the US, probably not much at all so fingers crossed for her US X Factor appearance in 2011.

There are plenty of other Twitter trending tools out there at the moment – however, this could be one to watch.

SEO for Content Managers

The SEOmoz Whiteboard Friday is such a great idea. Sometimes you just want to watch a video instead of scanning through hundreds of SEO tips. I think Danny Dover has got it spot on here. Just a simple checklist before you publish.

His point on targeting is pretty essential. Sometimes, it’s easy to lose sight of the one BIG idea of a feature, the one idea that you can capitalize on wearing your SEO hat. At the end of the day, a page is a page and search engines have got to find you through the distinct keywords you are using married with your brilliant editorial.

Anyway, here it all is in 5 minutes. 

SEOmoz – SEO Software

The SEO Pyramid

Just watching a live meeting now with Scott Willoughby from SEOmoz and trying to get my head around the SEO Pyramid. Seems to make sense to me. You can’t really make an impact at the top unless you have the basics (base) covered.

Click here to see a video with Scott explaining the Pyramid

seo pyramid The SEO Pyramid

The SEO Pyramid

Blogging, WordPress and playing the blues

As I’ve been writing this blog for three months now I thought it would be a good idea to take stock of what I think I’ve learnt so far. So here goes.

1. It’s better to have loved than to never loved at all.
Sounds a bit of a cliche, but I’m really glad that I started this blog and kept updating it. As I’m a bit of a perfectionist, I’ll end up deliberating over what I should write about for ages. However, what I’ve learnt is that the most important thing is to just do it. So what if you don’t know all the answers, or you can’t write like Shakespeare. For me, when I write it’s like I’m thinking about things for the first time. I’ve got so many distractions, I can allow myself not to write or think about what I’m doing at any time. So top marks to me. A1 for effort. So far so good.

2. People exist!
There’s a scene from Pink Floyd’s The Wall when the chief protagonist (Pink) is descending into a pit of self-induced despair, echoing the words ‘Is anybody out there?’ (‘Comfortably Numb’, go check it as it’s a brilliant song). Blogging for the first time is a bit like that. All you want to do is to have your posts read by someone. Otherwise it all seems a little pointless and a bit narcissistic. But, when you finally start to get comments from people then everything changes.

Not that people will be agreeing with what you say at all. I’ve had good comments and bad comments, comments from authors when I’ve written a review of their books or just random people who have completely slated what I’ve written. Whatever happens, connecting with people really does improve your writing. Most importantly for me, it’s taught me to be less worthy as I have a tendency to drift up my own backside when I write. Obviously, nothing like that is happening at this very moment in this post.

3. Techno, techno, techno!
I started a blog to start writing but there have also been some other interesting outcomes. Hosting a blog has made me think about which CMS to use, where to host it, SEO, design, how to tweet posts and a whole host of related topics that I don’t think I would have considered if I hadn’t started this blog. So, it’s better to throw yourself in at the deep end and try to work it out later than to sit there pontificating.

I’ve also become a fan of WordPress is the process. I just love the slick ‘app’ nature of the product and the fact that I just don’t have to get my hands dirty with HTML. That said, it’s not perfect, you can happily add modules to your heart’s content but you’ll still need to figure out how the WP environment works. That cool Theme that you’ve just loaded might lead to slow page loading times, or that Cache module might conflict with your Twitter app. It might be quicker than building a site direct from code, but you’ll still need to get under the bonnet from time to time.

4. Blogging is like learning to play the blues.
At the moment I’m teaching myself to play the guitar. And it’s bloody hard work. It started off easy, I had one section of the fret board mastered. But now a whole new world has opened up since I began to learn from others and its become a little spooky. And my fingers now hurt.

And that’s how it feels for me at the moment blogging. I’m still not sure what this blog is about. I know you’re supposed to define a niche and stick to that but I think that would put too many obstacles in the way of me actually writing. I have a vision of what it’s going to take to become a good writer, but I’m still at the starting line and a bit daunted by the whole process. But I really want to improve, I think I have things to say and readers out there who’ll feedback and enjoy it.

So, still early days. I’m enjoying it and hope you are too!

Copyright © Steven Wilson-Beales
Content strategy, music, thoughts

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