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SEO and publishing workflow

R
rich_underwood

This document outlines the search engine optimization (SEO) processes and workflow incorporated into the publishing system of a large news organization. Key aspects include indexing all content for search, optimizing content for search terms, conducting keyword research, analyzing trends and competitors, monitoring analytics, and providing daily SEO support and reports to hundreds of journalists publishing over 400 pieces of content per day. The goal is to incorporate SEO best practices while supporting a high-volume, rapid publishing schedule for a website that receives over 1 million daily visits from Google search.

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Incorpora(ng  SEO  into  web  publishing   workflow   •  Web  first  approach   •  Self  publishing  workflow   •  Every  content  asset  indexed   •  Every  content  asset  op(mised  for  search  
Some  numbers   •  300-­‐500  journalists   •  400-­‐500  content  items  per  day   •  4000  sec(ons   •  3  SEOs   •  Over  1m  visits  from  Google  per  day   •  3-­‐3.5m  page  views   •  40%  of  traffic  per  day  from  search   •  1m  ar(cles  indexed  by  Google  
Simple  publishing  model  
Where  to  start   •  Senior  editorial  buy  in   •  Define  publishing  best  prac(ce   •  Incorporate  SEO  into  CMS   •  Train  publishers  in  content  management   system  [CMS]  and  workflow   •  Train  publishers  in  basic  concepts  of  SEO  
Simplified  web  publishing  model  
Try,  fail,  review,  refine   •  Lots  of  publishers,  few  SEOs   •  Lots  of  content,  liTle  (me  to  review   •  High  pressure  on  publishing,  more  content;   less  (me   •  Few  web  specialists  
SEO  input  into  publishing  workflow  
Daily  news  conferences   •  Three  news  conferences  9/12/4   •  Highlight  key  points  for  SEO  and  publishing   •  Define  opportuni(es   •  Highlight  promo(on   •  Refine  keyword  strategies   •  Report  on  real-­‐(me  analy(cs:  keywords  and   traffic  sources  
SEO  report   •  Available  to  all  publishers   •  Review  of  where  we  are  at  start  of  the  day  in   Google  News   •  Highlight  opportuni(es   •  Iden(fy  trends   •  Define  keywords  
Keyword  research   •  Review  and  op(mise  best  keywords  for  topic   •  Define  opportuni(es   •  Review  current  use   •  Trigger  publishing  events  
Trending  topics     •  Google  News   •  Compe(tor  most  viewed/read/shared   •  Trendsmap   •  Historical  and  real-­‐(me  trending  keywords/ content/pages  
Publishing  standards   •  Headlines   •  Abstracts   •  Promo(on   •  Links   •  Publishing  (mes   •  Pictures   •  Sec(ons  
Compe(tor  analysis   •  UK  news  publishers   •  Specialist  publishers   •  Non-­‐UK  compe((on  [mainly  US]   •  Niche  blogs  
Real-­‐(me  analy(cs   •  Keywords  bringing  traffic  to  the  site   •  Traffic  sources   •  Entry  pages   •  Content  promo(on  
Not  a  perfect  model   •  Difficult  to  monitor  every  story   •  Never  100%   •  Can  lead  to  rigid  rules   •  Con(nuous  process  of  improvement   •  Allows  rapid  and  high  volume  publishing  
And  finally…  What  makes  a  good  SEO  exec   •  Strong  willed,  confident   •  Good  communicator   •  Solid  wriTen  English   •  Good  with  numbers   •  Nose  for  a  story/news/trend   •  Diploma(c  
Richard  Underwood   •  Head  of  SEO,  Telegraph  Media  Group   •  @rich_underwood   •  richard.underwood@telegraph.co.uk  

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SEO and publishing workflow

  • 1. Incorpora(ng  SEO  into  web  publishing   workflow   •  Web  first  approach   •  Self  publishing  workflow   •  Every  content  asset  indexed   •  Every  content  asset  op(mised  for  search  
  • 2. Some  numbers   •  300-­‐500  journalists   •  400-­‐500  content  items  per  day   •  4000  sec(ons   •  3  SEOs   •  Over  1m  visits  from  Google  per  day   •  3-­‐3.5m  page  views   •  40%  of  traffic  per  day  from  search   •  1m  ar(cles  indexed  by  Google  
  • 4. Where  to  start   •  Senior  editorial  buy  in   •  Define  publishing  best  prac(ce   •  Incorporate  SEO  into  CMS   •  Train  publishers  in  content  management   system  [CMS]  and  workflow   •  Train  publishers  in  basic  concepts  of  SEO  
  • 6. Try,  fail,  review,  refine   •  Lots  of  publishers,  few  SEOs   •  Lots  of  content,  liTle  (me  to  review   •  High  pressure  on  publishing,  more  content;   less  (me   •  Few  web  specialists  
  • 7. SEO  input  into  publishing  workflow  
  • 8. Daily  news  conferences   •  Three  news  conferences  9/12/4   •  Highlight  key  points  for  SEO  and  publishing   •  Define  opportuni(es   •  Highlight  promo(on   •  Refine  keyword  strategies   •  Report  on  real-­‐(me  analy(cs:  keywords  and   traffic  sources  
  • 9. SEO  report   •  Available  to  all  publishers   •  Review  of  where  we  are  at  start  of  the  day  in   Google  News   •  Highlight  opportuni(es   •  Iden(fy  trends   •  Define  keywords  
  • 10. Keyword  research   •  Review  and  op(mise  best  keywords  for  topic   •  Define  opportuni(es   •  Review  current  use   •  Trigger  publishing  events  
  • 11. Trending  topics     •  Google  News   •  Compe(tor  most  viewed/read/shared   •  Trendsmap   •  Historical  and  real-­‐(me  trending  keywords/ content/pages  
  • 12. Publishing  standards   •  Headlines   •  Abstracts   •  Promo(on   •  Links   •  Publishing  (mes   •  Pictures   •  Sec(ons  
  • 13. Compe(tor  analysis   •  UK  news  publishers   •  Specialist  publishers   •  Non-­‐UK  compe((on  [mainly  US]   •  Niche  blogs  
  • 14. Real-­‐(me  analy(cs   •  Keywords  bringing  traffic  to  the  site   •  Traffic  sources   •  Entry  pages   •  Content  promo(on  
  • 15. Not  a  perfect  model   •  Difficult  to  monitor  every  story   •  Never  100%   •  Can  lead  to  rigid  rules   •  Con(nuous  process  of  improvement   •  Allows  rapid  and  high  volume  publishing  
  • 16. And  finally…  What  makes  a  good  SEO  exec   •  Strong  willed,  confident   •  Good  communicator   •  Solid  wriTen  English   •  Good  with  numbers   •  Nose  for  a  story/news/trend   •  Diploma(c  
  • 17. Richard  Underwood   •  Head  of  SEO,  Telegraph  Media  Group   •  @rich_underwood   •  richard.underwood@telegraph.co.uk