SEO for digital journalism

SEO FOR DIGITAL JOURNALISM

@Bruroar

SEO Manager @ ThunderMetric

Bitácoras award for the best Spanish Online Marketing blog

5+ years of experience in Online Marketing

SEO: Search Engine Optimisation

Is some kind of high technical voodoo so my page ranks better?

NOPE!

What it SEO - SERP page

NOT SURE OF WHAT SEO MEANS

FEELS LIKE It’S TOO LATE TO ASK

SEO: Search Engine Optimisation

Rank first for your keywords

http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

NATURAL SEARCH GENERATES HALF OF WEB TRAFFIC

Types of internet Traffic

DIRECT TRAFFIC

“I know the name of this website and it seems like a

beautiful day to visit it”

Types of internet Traffic

DIRECT TRAFFIC

REFERRAL TRAFFIC

“This link looks awesome.I’m gonna click this link.”

Types of internet Traffic

DIRECT TRAFFIC

REFERRAL TRAFFIC

SEARCH TRAFFIC

“I’m gonna search it. I love you Google.”

How does SEO works?

Ying Yang (offsite/onsite)

onsite offsite

relevant popular

How does SEO works?

Relevant

The page has the same content or keywords

the user is looking for

Popular

The page has more authority/popularity

signals than the rest of the pages with the

same content

Relevance

Is your content the best answer for the user query? (do, know, go)

Is the keyword in the page?

Specific content > General content

Has your web been around for a while?

Is your website fast and in a local server?

Is your website in a bad neighborhood?

Popularity

How many links it has?

How relevant are the pages linking to you?

How thematically connected to your topic are these KW?

What’s the link in the text?

When did you get these links?

The Algorithm

More than 500 changes a year

Hundreds of ranking factors

Panda

Punishes bad quality content: blog farms,

spinning, poor writing, etc.

Penguin

Punishes spammy SEO tactics: link farms,

unnatural & bad links.

SEO in Digital Journalism

Be the first publishing something

Do it bigger & better than the rest (skyscraper)

Make sure you get linked

Make sure you link to related articles

Make friends!!!

Keyword plan

Google Adwords

Google trends

Ubersuggest

Off-site strategy

Link Profile

Link building opportunities

PR

AND REMEMBER

CONTENT IS KING

YOU WRITE FOR PEOPLE.

NOT ROBOTS.

Some resources

THANKS!