Enterprise SEO for Social Publishers

Acquisition, Conversion, & Retention

Publishing Goals

Audience / Page Views

Subscribers / Users

Ad Revenues

Leads

Publishing Challenges

Acquisition

Conversion

Data Mining

Online Strategies Search Engine Optimization

o Acquisition

o Conversionk

Socialo Acquisition

o Conversion

o Data Mining

SEO for Publishers

Page Content (Basic)

Duplicate Content (Intermediate)

Restricted Content (Advanced)

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>

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.txt

User-agent: *

Disallow: /tags/

Disallow: /archives/

Disallow: /author/

Disallow: /etc…/

Restricted Content

Pro – User Acquisition

Con – SEO

Con – Conversion

The Walled Garden

Times & Sunday Times

June 2010: Paywall Erected

Nov 2010: Traffic collapsed by 90%

Uniques drop from 3M to 200K

Variety.com

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.

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

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 for Publishers

Social SEO

Social Conversion

Social Intelligence

Social SEO - Promotion

Social News Siteso Digg, StumbleUpon

o Reddit, Propeller, Mixx, etc…k

Content Strategyo Target Audience

o Custom Content

Case Study: Sherweb

Hosting Company

Facebook Etiquette Blog Post

> 20,000 Uniques in 48 hours

> 58,000 Uniques over 1 Month

PageRank 3

Social SEO - Widgets

Content Syndication

Referrals

Brand Awareness

Backlinks

Case Study: Club Med

Embeddable Widget

4 Styles / 9 Content Categories

Install for Chance to Win Vacation

> 50 Blogs Installed Widget

Social Conversion Content Syndication

o One-Click Sharing

Engagement o Single Logink

User Data

Facebook Connect

Facebook Connect Registration & Login

o Access Real User Data

User Experienceo Like Button, Share This, etc…k

Social Graph

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

Facebook Connect

Facebook Connect

Social Intelligence

User Data

Content Strategy

Ad Sales

New Revenue

Questions?

CT Moore

CTMoore@nvisolutions.com

www.nvisolutions.com

@nvi