Search Engine Optimization Practical Application

Steven Evatt, Chron.com

Today We’ll Cover:

• Search Engine Basics

• Basic SEO Principles

• Take Aways

How does a search engine work?

Who to optimize for? Market share

Google – 78.4% Yahoo – 11.8% MSN/Live – 5.2%

Chron.com Google – 63.3% Yahoo – 17.7% MSN/Live – 9.2%

Automation

Automate of SEO Basics to ensure consistent SEO performance

Content is King

Page Title

Page titles should be unique

Includes metro area – “Houston”

Includes Site and Publication Name

Cross Linking

Keywords are derived from the text of links

Site search results and resource tool links on story pages

Cross linking with Chron.com Blog posts

Use HTML and CSS

Use CSS to format HTML when possible Instead of graphical

links Reduce usage of

Flash and javascript for content

Use Alt tags

Navigation on all pages

• No dead pages where a user or search engine will get stuck

Meta Keywords and Description

Refining to ensure primary keywords are included

Provide mechanism for editorial staff to avoid code editing

Site Discoverability

File Structure Hierarchy and Taxonomy

Maintain Site Maps Nav, Links, Story

redirection on Error pgs RSS throughout site

Back End Configurations

Robots.TXT 404 Error Page Server Side Redirects

Configure multiple URLs to avoid returning the exact same content. 

ie www.chron.com == www.houstonchronicle.com == chron.com == etc.

301 vs 302

Care and Feeding of SEO Continuous Process Use keyword-rich content Updated constantly with less graphical text Topical meta data

Meta descriptsion keywords Limited to six-to-eight

Future Growth

Let’s Review

Content is King Keep it fresh Keep it original

Unique title tags Links are powerful – be generous! Use HTML and CSS when possible Automate

More Information

SEO Blogs http://www.mattcutts.com/blog/type/googleseo/ http://www.schipul.com/sem/seo.asp http://googleblog.blogspot.com

SEO Tools http://www.marketleap.com

Google News Rankings http://www.newsknife.com

Site Maps http://www.sitemaps.org

Thanks For Coming!

Steven Evatt www.chron.com – The Houston Chronicle

Phone: 713.362.2937Email: steven.evatt@chron.comSite: www.chron.com