Growing PortalKBR - Audience Development

1. Growing PortalKBR
Jakarta, Indonesia
30 April to May 1 2013

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Day 1: Audience Development
 Search Engine Optimization
 Search Engine Marketing
 Social Media Optimization and Marketing
Agenda

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Audience Development: Sources
Where do users come from?
1. Direct: User knows your brand and its online address. User types address
into the address bar or bookmarks the address.
User Characteristics: Brand loyal, regular visitor, “older users”
Marketing: Mostly traditional brand marketing – promotions, events, ...
• Search: User is looking for a specific item of information on the web.
User Characteristics:
- New user, occasional users, lazy users
(can’t remember your web address)
- Users more interested in the information than the source!
Optimization: Focus on website specifics to improve ability of search
engines to find, understand and rank web pages
Marketing: Focus on paid services that drive additional visits from search
engines to a website or specific sections of a website

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Audience Development: Sources
Where do users come from?
3. Social: User receives a recommendation from a “friend”.
User Characteristics: Referrer a “loyal follower” of your site.
Optimization: Focuses on site and social profile improvements that help
build followers to your social media streams.
Marketing: Focuses on paid services which help build followers for your
social media streams.
4. Referrals: Users who reach your site through a link on another website.
User Characteristics: User interested in link topic.
Optimization and Marketing included in the discussion of search and social.

5. Google Analytics will give you a summary of your traffic by source.
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Audience Development: Sources
Simple
Real Time

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Today we will focus on different ways to develop your audience
online
Search Engine Optimization
Search Engine Marketing
Social Media Optimization and Marketing
Agenda

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Search Engine Optimization: Reasons
Why are search engines important?
Audience Development: Search engines account for between 20% and 50%
of any website traffic.
Advertising Revenue: Search engines support major advertising networks
like Google AdSense, as well as others.
The better you do in search engines, the better ad networks can send your
site an ad that generates revenue.
New Product Development: Search engines help you manage your
audience, including:
- Introducing new features
- Creating new multi-media sections
- Serving audiences in multiple languages

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SEO: Three Step Process
To understand Search Engine Optimization, it is best to understand
the three work steps for any search engine :
1.Crawl – Find the site
2.Index – Understand the site
3.Rank – Deliver the results

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SEO: Three Step Process
• Each web page is made up of
multiple files:
- HTML, JPG, MP3, ....
• When a page is visited or ‘called’,
the files automatically fill out a
frame according to the ‘coded’
instructions.
• Each set of files is (usually) held in
a separate database:
- Content Database
- Media Database
- Advertising Database
Step 1: Crawl – A “crawler”, a code robot works across the web
to find website files.

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SEO: Three Step Process
Step 1: Crawl
• The crawler or “robot” moves
across the webpages
downloading web files.
• Often called a “spider”, because
it moves on a “web”.
• For a typical daily news site, the
crawler may download several
hundred pages a day.
• The crawler may “visit” a daily
news website multiple times
during the day.

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SEO: Three Step Process
Step 2: Index
•Search engines analyze each downloaded file for subject keywords.
•The search engine tries to answer the question:
“What is this file about?”
BUT, Search engines can only see TEXT!
Indexing creates special issues for radio, since their original
programming is invisible to search engines!

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SEO: Three Step Process
Step 3: Ranking
•Google then ranks each page
based on a formula – “the
algorithm”.
•Files with high ranks are at the
top of a search return; low
rankings at the bottom.
•Search Engine Optimization
focuses on making your pages
as highly ranked as possible
Search Engine Results Page (SERP)
High Rank
Low Rank

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SEO: Three Step Process
Step 3: Rank
 Google provides every site with a factor called “Page Rank” that determines
the relative importance of the site’s pages in the search results.
 Page Rank is from 0 to 10
 Page Rank is calculated periodically based on three groups of factors:
1. Site stability, speed and longevity
Older, faster sites with limited downtime get higher ranks
2. Ease of understanding the subject
Clear page titles, file labels/captions, limited broken links.
3. Links to other sites with high Page Rank.
- Theses are often called “backlinks”.
- BUT, social media “links” may not add to Page Rank in the same way.

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SEO: Three Step Process
Step 3: Rank
The Page Rank that Google assigns to a site is an open dataset that is
viewable by advertisers and ad networks.
Several websites provide Page Rank Checker services:
- PR Checker
- Check Page Rank
- PRCheck.net
Page Rank is set by Google based on many different inputs. How the
inputs are weighted is a “secret”.
Page Rank is set periodically perhaps every month or so.

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SEO: Three Step Process
For each step, SEO helps you maximize your site’s traffic from the
search engines.
SEO Elements
1.Crawl: Site Registration
1.Index: Site/WebPage Details
2.Rank: Managing Page Rank
Element Why it is important.
• 350 – 400 million active websites today.
US adds 150 – 200 thousand sites a day!
Register to help the Google find you
• Helps the search engines understand what
content is available on your site
• Manage detailed inputs to Page Rank:
- Speed
- Backlinks
- Complexity
- Open Graph (Perhaps)

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SEO: Site Registration
To help the search engines find your site, set-up an account with
Google Webmaster services.

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Google site registration will require you to “verify” your site with the
search engine.
There are multiple ways to verify your site and prove ownership of the site.
The most common method requires you to add a short code line to the
header of the site.
For example:
Audience Development: Site Registration

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But there are other ways to verify your site.
Verifying with HTML- Similar to adding a Meta Tag to your site’s header.
- Upload a “hidden” piece of HTML from Google to your site’s home page.
Verifying with your DNS provider
- Requires you to have DNS control
(mapping between the site and the servers)
- Upload a text code (two types) to the DNS
After adding the verification (text, tag or HTML) from Google, the site will
send out a crawler to check if the right code is where it supposed to be.
SEO: Site Registration

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But there are other ways to verify your site.
SEO: Site Registration

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After you have created your webmaster account and verified your
sites, you can use these tools to “talk” to Google.
Most important functions to start are:
Submit Site Map: Submitting a site map/RSS feed informs Google how
content is organized and when there is new content on your site.
Identify Languages: Search engines use different indices based on
different languages.
- AC English =>portalkbr.com/asiacalling/english/
- AC BI => portalkbr.com/asiacalling/indonesia/
- AC Khmer => portalkbr.com/asiacalling/khmer/
But Google can only read one language at a time.
Manage Crawlers: Webmaster tools manages the crawler:
- Crawlrate: How frequently the crawler downloads pages from your site.
- Broken links: Identifies where the crawler has encountered an obstacle.
SEO: Site Registration

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SEO: Webmaster Tools

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SEO: Page and File Elements
After telling the search engines who you are with webmaster tools,
you have to make sure each page is readable.
Text: Search engines “read” text, not photos, or videos.
Do: Make sure posts are long enough to be readable (300 to 500 words).
Do: Use text to label photos and videos – title, caption, alt-tags.
Don’t: Assume that just because the story is about Obama, that the search
engine will know that the photo is of Obama.
Files: More files on the page with supporting text labels, the more likely the
search engines will know what the page is about.
Do: Add photo, video and other related files.
Do: Label each file clearly, including file name, captions and any “alt-tags”
that are hidden in the page code.
Clarity: Be clear, avoid pronouns.
“We Won!” not as clear as “Manchester United Beats Liverpool”.

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SEO: Page and File Elements
There are some specifics to pay attention to:
Page Titles: For Google the most important label on a webpage is the Page
Title.
It may be visible in the URL, like this story from Kompas:
“Calon Wali Kota Malang Didesak Buat Pakta Integritas” which has this URL:
http
://regional.kompas.com/read/2013/04/23/1550033/Calon.Wali.Kota.Malang.Didesak.Bu
at.Pakta.Integritas
It may be included in the “invisible text” that Google reads:

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Audience Development: Page and File Elements
There are some specifics to pay attention to:
Page Titles: For Google the most important label on a webpage is the Page
Title.
The goal is for Google to display the page as:

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SEO: Page and File Elements
The Open Graph helps social media platforms read the specifics of a
page.
Page Description and Meta Tags: This “hidden text” is no longer
important to Google, but does provide important information to other sites.
The Open Graph Protocol:
• Especially relevant to social media sites like Twitter, FaceBook, …
• Creates a social media “object” for web pages
• Helps the social media sites read the details of a page
• Specifically, OGP uses meta tags to identify
- Title
- Type of File
- Image
- URL
• FaceBook is the largest user of the Open Graph

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Audience Development: Page and File Elements
Alt-tags, file names and captions: All multimedia files have three ways to
include a text clue for the search engines.
Google looks for these clues for their photo/video/audio search.
File names – often attached by the equipment - cameras or sound
recorders. !! Record size in the name…!!
Not good <186668.jpg>
Good
<1116524-rzf-presiden-bertolak-
ke-luar-negeri-620X310>
Captions – the photo/video description used online. Always try to use a
caption.

27. Audience Development: Page and File Elements
Alt-Tags – These are “hidden descriptions that pop-up when your mouse
touches the photo.
Rick Santorum
File Name = 120302_POL_santorum.jpg.CROP.jpeg
Caption

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SEO: Search Engine Rank - Backlinks
Search engines rank your site based on how engaged your site is
with other sites.
It’s all about links! The more links to your site and from sites with higher
Page Rank, the faster your page rank will rise.
Do: List your site with major Site Directories
- Open Directory Project - DMOZ.org (Page Rank = 7)
- Yahoo Directory (Page Rank = 8)
Do: Create profiles for your site on Wikipedia (Page Rank 9)
Do: Create profiles for your site on other social media and directories:
- FaceBook (Page Rank = 9)
- Google Plus (Page Rank = 10)
- Twitter (Page Rank = 10)
Do: Encourage comments on the site and comments on blogs.

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SEO: Search Engine Rank – Internal Links
Creating internal “structural pages” can also improve search engine
results and act as a destination for search engine marketing efforts.
Topic Pages: Creates internal summaries of similar pages to support
search engines:
- Location pages: Internal pages with links to stories about a place
For example: Jogya, Jawa Timur, …
- People pages: Internal pages with links to stories about a person.
For example: SBY, …
- Topics:
For example: Environment, Religion, Crime, Auto, Technology, …
Trending Topics: Creates internal summaries of all stories related to a
current topic or issue.
- For example: General Elections, Corruption Scandals, …
Correspondents: Creates internal summaries for all the stories from a
particular correspondent.
Correspondent pages are an input to support inclusion into Google News.
- Google News has not yet launched in Indonesia, but is expected in 2013.

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SEO: Search Engine Rank
Finally, Google now considers site speed as one input into Page Rank.

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Search Engine Optimization: Google News
Google News will eventually come to Indonesia.
Now is a good time to prepare to submit your articles to Google
News. The global requirements for Google News are:
Follow Basic News Guidelines:
- Regularly updated news content (not press releases)
- Original content, high journalistic standards
- Authority (related to site Page Rank)
- Accountability – create correspondent pages with contact info.
- Readability
Technical Guidelines:
- Follow WebMaster guidelines
- HTML text, no PDF’s
- Permanent URL’s
- Submit News Site Map

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Search Engine Summary
Search engines play an important role in helping new and returning
users find your site.
A couple of simple steps will begin the process of developing search
engine traffic.
1.Register your site with Google Webmaster Tools
2.Manage your web site and web pages to clearly use text and “hidden text”
markers to tell the search engines what each page is about.
3.Manage the links to and from your site to be the most relevant possible.
The more relevant links the higher your page/site will be ranked which will
contribute to position in the Search Engine Return Page.