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Search Engine Optimization Training

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					                                           www.DefineSearchStrategies.com




      VPs of Search Engine
           Marketing:
    The New York Times Approach
                   Marshall Simmonds
       Chief Search Strategist, The New York Times
                         Company
      CEO and Co-Founder, Define Search Strategies

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    Challenges
       11 million documents (roughly??)
       (Email) Registration wall
       Paid subscription wall
       Journalists/editors/guides
       Rigid IT
       Company ego
       Getting them to *GET* search
       Resistance to change
       What it takes to get things done




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    Working Together
       Challenges of working with "old school" marketing and getting
        them to "get" search

       Coping with turf wars/budget grabs

       Company ego/resistance to change




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    Working Together
       Internal
          Management, IT, editors, producers, designers, marketing

       External
          Users, spiders, engines, my mother




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    Process
       Integrate search into the workflow

       Small Changes = BIG results

       Buy-in from the bottom up?

       Enhancing writing styles

       Multi-departmental communication




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    Everyone Owns Search Marketing
       Challenges of working with “old school” marketing

         Editorial/production – upkeep network integrity, find
          user/engine balance

         Design – search friendly design/crawl-ability

         IT – metrics/tracking/fixes

         Product/development – internal/external search projects

         Marketing – keyword research, keyword buys




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     Selling Search to NYT
        Results
           About.com 1227% increase in search engine referrers
            since SEO initiative began in December of 1999

        Easy to follow examples: “Pope dies”

        Finding projects with extensive involvement

        Communication
           Consistent message – management, staff, guides/editors




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     Communication:
     Editors/Guides/Management
        Get them moving in the same direction

        Unlearning off-line writing styles – it’s a tsunami

        Research/identify terms and markets – log files, Word Tracker,
         Overture suggestion tools

        Repeating message




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     Communication:
     Management/Staff
        Newsletter

        Search center

        SEO discussion board

        Dedicated email address

        Chats

        Frequent reports

        On-site trainings

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     Check Lists
        Unique Titles

        Annotations on all links

        Keyword rich anchor text

        H1, H2, H3 headlines




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     SEO Architecture Pyramid I™
                                                                         Focused
                                                                     Targeted Content

                            Title Tag
                            Focused –
                              terse,




                                                                                 Optimization Broadens
                           keyword rich

                         Headline Tags
                     Focused - keyword rich,
                       expand on title tag

                Anchor Text, Alt Text, Captions
               Focused - targeted keyword phrases

                           Content
             Verbose – keyword rich, reflects title tag
                     and headline keywords
                                                                         Verbose
             META Keyword and Description Tags                         Keyword Rich
       Verbose - Keyword Rich, Theme of Page, Misspellings               Content

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     SEO Architecture Pyramid II                                                      ™

                                                                          Generalized
                           Home Page                                      Optimization
       Broad – general optimization, low search traffic page


                        Section Fronts
              Focused – specific optimization based
                   on category, popular terms
                          and audience


                          Article Pages
                     Highly targeted – unique
                      optimization based on
                       research and terms
                            relevant to
                                                       Prime search
                           the audience
                                                       entry points
                             and story

                                                                        Highly Targeted
                                                                         Optimization



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     Metrics: Establish Baselines
        Baseline traffic
           Run Web Position reports
           Log files
           Index counts
           Link popularity reports
           Google Alert

        Monitoring traffic
           Spiders
           Referrals
           Talk to IT
           Track spider’s visits
           Track weekly search engine traffic


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     External
        User friendly – pushing back registration wall

        Appeal to the engines

        Pushing back registration walls

        Search friendly approach

        Network integration

        Spider access to archives

        Open up experience to public


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     Takeaways
        Communication
           Manage expectations

        Communication
           Create consistent lines of communication between editors, IT
            dept, management – repeat message, give out check lists

        Commitment
           Make sure everyone has skin in the game/responsibility for
            search campaign’s ongoing success

        Real time examples/results
           Stats, successes



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     THANK YOU!
      Marshall Simmonds
      CEO and Co-Founder, Define Search Strategies
      Chief Search Strategist, The New York Times Company
      Marshall@NYTimes.com




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