Enterprise SEO for Social Publishers
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Transcript of Enterprise SEO for Social Publishers
![Page 1: Enterprise SEO for Social Publishers](https://reader036.fdocuments.in/reader036/viewer/2022062513/554bae16b4c905b8618b5718/html5/thumbnails/1.jpg)
Enterprise SEO for Social Publishers
Acquisition, Conversion, & Retention
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Publishing Goals
Audience / Page Views
Subscribers / Users
Ad Revenues
Leads
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Publishing Challenges
Acquisition
Conversion
Data Mining
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Online Strategies Search Engine Optimization
o Acquisition
o Conversionk
Socialo Acquisition
o Conversion
o Data Mining
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SEO for Publishers
Page Content (Basic)
Duplicate Content (Intermediate)
Restricted Content (Advanced)
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Page Structure Page Titleso <title>Insert 65 Characters</title>
Meta Descriptionso <meta name="description"
content=“Insert 150 characters." />
Meta Keywords (don’t bother)
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Page Titles
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Meta Descriptions
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Title / Descriptions
Index
Articles / Posts
Pages
Categories
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Duplicate Content
Index vs Articles
Categories
Tags
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Duplicate Content
Excerpts on Index Page
Titles & Meta Descriptions
Unique Static Content
NoIndex / NoFollow
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Excerpts
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Static Content
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NoIndex / NoFollow
NoIndex<title>Blog Name</title><meta name="robots" content="noindex, nofollow," />
NoFollow<a rel="nofollow" href="http://www.cnn.com" />CNN</a>
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NoIndex / NoFollow
Categories
Tags
Author
Day / Month / Year
Sub Pages (e.g. Privacy Policy)
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NoIndex / NoFollow
Categories
Tags
Author
Day / Month / Year
Sub Pages (e.g. Privacy Policy)
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Robots.txt
User-agent: *
Disallow: /tags/
Disallow: /archives/
Disallow: /author/
Disallow: /etc…/
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Restricted Content
Pro – User Acquisition
Con – SEO
Con – Conversion
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The Walled Garden
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Times & Sunday Times
June 2010: Paywall Erected
Nov 2010: Traffic collapsed by 90%
Uniques drop from 3M to 200K
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Variety.com
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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.
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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
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The Public Park
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Case Study: TheHeart.org
WebMD Property
Registration Wall Model
Implemented FCF in July 2009
Registrations > Doubled in 1 Week
Registrations Remained Constant
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Social for Publishers
Social SEO
Social Conversion
Social Intelligence
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Social SEO - Promotion
Social News Siteso Digg, StumbleUpon
o Reddit, Propeller, Mixx, etc…k
Content Strategyo Target Audience
o Custom Content
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Case Study: Sherweb
Hosting Company
Facebook Etiquette Blog Post
> 20,000 Uniques in 48 hours
> 58,000 Uniques over 1 Month
PageRank 3
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Social SEO - Widgets
Content Syndication
Referrals
Brand Awareness
Backlinks
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Case Study: Club Med
Embeddable Widget
4 Styles / 9 Content Categories
Install for Chance to Win Vacation
> 50 Blogs Installed Widget
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Social Conversion Content Syndication
o One-Click Sharing
Engagement o Single Logink
User Data
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Facebook Connect
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Facebook Connect Registration & Login
o Access Real User Data
User Experienceo Like Button, Share This, etc…k
Social Graph
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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
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Facebook Connect
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Facebook Connect
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Social Intelligence
User Data
Content Strategy
Ad Sales
New Revenue
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