Post on 03-Sep-2014
description
Search & Social for Online Publishers
Acquisition, Conversion, & Retention
Who the F*ck Am I?
Blogger – @gypsybandito
Editor – @revenews
Agency Hack – @nvi
Publishing Goals Audience / Page Views
Subscriptions / Users
Ad Revenues
Digital Publishing Search Engine Optimization
o Acquisitiono Conversionk
Socialo Acquisitiono Conversiono Retention
SEO - Acquistion On Site
o Unique Meta Infoo Duplicate Contento Interlinkingk
Off Siteo Backlink Profile
SEO for Publishers
Page Content
Duplicate Content
Restricted Content
Page Structure 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
Articles / Posts
Pages
Categories
Duplicate Content
Index vs Articles
Categories
Tags
Duplicate Content
Excerpts on Index Page
Titles & Meta Descriptions
Unique Static Content
NoIndex / NoFollow
Excerpts
Static Content
NoIndex / NoFollow
NoIndex<title>Blog Name</title><meta name="robots" content="noindex, nofollow," />
NoFollow<a rel="nofollow" href="http://www.cnn.com" />CNN</a>
SMO - Facebook Connect
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)
Robots.txtUser-agent: * Disallow: /tags/ Disallow: /archives/ Disallow: /author/ Disallow: /etc…/
Restricted ContentFirst Click Free
k
1. To include highly relevant content in Google's search index.
2. To provide promotion and discovery for pulishers with restricted content.
The Walled Garden
The Public Park
Case Study: TheHeart.org
WebMD Property
Registration Wall Model
Implemented FCF in July 2009
Registrations > Doubled in 1 Week
Registrations Remained Constant
Social Media Optimization
Promotion
Widgets
APIs
SMO - Promotion Social News Sites
o Digg, StumbleUpono Reddit, Propeller, Mixx, etc…k
Content Strategyo Target Audienceo Custom Content
Case Study: Sherweb Hosting Company
Facebook Etiquette Blog Post
15,000 Uniques in 48 hours
50,000 Uniques over 1 Month
SMO - Widgets Syndication
Brand Awareness
Backlinks
Case Study: Club Med Embeddable Widget
4 Styles / 9 Content Categories
Install for Chance to Win Vacation
> 50 Blogs Installed Widget
SMO - APIs Content Syndication
o One-Click Sharing
User Engagement o Single Logink
Data
SMO - Facebook Connect
SMO - Facebook Connect
Registration & Logino Access Real User Data
Choice of FB Featureso Like Button, Share This, etc…k
Social Graph
SMO - 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
SMO - Facebook Connect
SMO - Facebook Connect
Questions?CT Moore
CTMoore@nvisolutions.com
www.nvisolutions.com
@nvi