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Search and Editorial
- 1. Search and Editorial Workshop Steven Wilson-Beales MSN Entertainment Content Manager Twitter: @stevewb
- 3. Agenda Me Search and Editorial Short Exercise MSN – 3 challenges, 3 ways search is helping us Steve’s Top Ten Wrap Up Q/A Coffee!
- 7. we create and curate amazing editorial experiences for our users, partners and advertisers
- 10. 9. Gaps and Opportunities 8. Courage
- 11. 7. Response #
- 12. 6. Focus
- 13. 5. Measurement 4. Review
- 14. 3. Motivation
- 15. 2. Checklist Keywords URL The Title tag The Meta Description The H1 tag (where relevant): The Headline The Content Images Links
- 16. 1. Training
- 17. 10. Awareness 9. Gaps and Opportunities 8. Courage 7. Response 6. Focus 5. Measurement 4. Review 3. Resources 2. Checklist 1. Training
- 18. Links http://www.seomoz.org http://www.malcolmcoles.co.uk/blog/ http://googleblog.blogspot.com/ http://www.stevenwilsonbeales.com
- 19. Thank you @stevewb Steven Wilson-Beales MSN Entertainment Content Manager www.stevenwilsonbeales.com
Notas del editor
- At MSN:I look after 6 ‘channels’ – music, movies, celebrity, TV, Games and Tech and Gadgets11 million UUs per month10 staff. Often 1 Editor per channel.20 freelance staffBased in Victoria
- Let me start by setting the scene…Does everyone know the tale of the blind men and the elephant?I think Content marketing or ‘Content strategy’ is a bit like that parable. You get a lot of people who claim that the answer to successful online promotion lies in one particular tool or method – whereas it’s really a combination of elements working together.
- Take Search as an example…Like a good band, good SEO is about a number of different factors coming together and working in harmony…(man)It’s never just about keyword optimisationHopefully, I’ll be able to demonstrate that with some of the case studies I have later…But before I go into that…
- By ‘Create’ we mean we produce a substantial amount of original content: our Editors contribute daily features and galleries and we have over 100 freelance writers By ‘Curate’ we have fantastic content delivered by a whole host of partners and it’s the Editor’s jobs to surface this in a timely fashion and react accordingly Reach 63% - most visited homepage in UK – ahead of the BBCNo.1 channels: MSN Cars, MSN HimSo three challenges we face as a company, and three ways we are addressing those with search
- My top ten recommendations?
- Awareness: do you know what people are searching for? Do you know where they are searching?Google Keyword tool - Keyword analysisGoogle autocomplete – Google vs Google NewsYou Tube vs Google – vertical search
- Gaps and Opportunities: are you reaching this level in keyword analysis? What insight can your search sales team contribute?Courage – are you brave enough to change your proposition?
- Response: How fast can your team respond to breaking news and trends? Can you prepare according to rumours? What can your editorial team add to the conversation: curation/creation?News Desk set upScan the morning news – Google News/Entertainment SitesTrending topics - Tweet Deck, TrendsmapTwitter updates from who you follow…Breakfast TVOur Editors then add their ‘expertise’
- Focus: SEO strategy document. Are you getting the full intelligence from your SEO expert in 360 communication?
- Measurement – how are you tracking performance? No. of PVs, SEO referrals, Social media followers. Review: are you doing regular keyword analysis?
- How are you keeping your passionate team of writers inspired in the face of search insights?
- You need to go through specific training with Editors. Help them with 121 training. Dedicate time and reap the rewards.Search is not an instant win – it’s a long term process…
- Is there anything that you would add from your own experience to this list?Any other questions?