podcamp montreal 2010 search & social

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