Website Quantity Drives Product Audience

A website succeeds with audience in part because of the quantity of content. How to get to that quantity is just as important.

A website succeeds with audience in part because of the quantity of content. How to get to that quantity is just as important.

Three metrics for measuring the quantity and efficiency of content on a site are:

  1.  Total pages
  2.  Total active or accessed pages
  3.  Views per active page

Continue reading “Website Quantity Drives Product Audience”

Online Feature Content Matters Greatly

Newspapers and TV stations find that online feature content is vital for creating a broadly attractive Web site, despite their emphasis on news.

Evergreen contentNewspapers and TV stations find that online feature content is vital for creating an attractive Web site, despite their emphasis on news.

This lesson in content development has benefits for any online publisher.

Many sites that hire SEO experts have blogs with regular postings about their area of expertise. These blog postings almost always have a feature focus. It means they don’t have a tie to a specific event or date and therefore have short-term value.

They have readership value today, next month or even in years to come. Continue reading “Online Feature Content Matters Greatly”

Quality Content Development Mixes Interest and Importance

Online content development often becomes focused on what drives the most clicks to an article, but too much of a focus on clicks becomes pandering.

Content developmentOnline content development often becomes focused on what drives the most clicks to an article, but too much of a focus on clicks becomes pandering.

Pandering undermines the credibility of a Web site. Visitors start to lose confidence in the quality of the site as a result. The practice is not much different than the old bait and switch technique.

Traditional media newsrooms at newspapers and TV stations debate every day what stories should appear on page one or at the top of the news program.

They sometimes erupt into fierce debates about what stories to play at the top and how to present them. The headline, the photos and any adjacent stories become subject to debate.

A common content development strategy has developed for many of them that combines interesting stories with important ones.

Interesting stories tend to emphasize human nature such as personality profiles, quirky behavior, great achievements and the link.

Important stories don’t always attract much viewership or readership. One example is a city council or board of education that passes an annual budget. Continue reading “Quality Content Development Mixes Interest and Importance”

News Site Strategy Leads to Big Benefits, Big Challenges

News media sites have a business model that gives some advantages in the short term and disadvantages in the long term.

News media sites have a business model that requires them to post a lot of in-depth content every day.

Because search engines favor fresh, original and frequent content, they respond with great enthusiasm and send plenty of visitors to those sites.

They also overwhelmingly appear in top ranking search results for certain content categories. “Chicago news” or “Los Angeles sports” will surely see media outlets dominating the results. Continue reading “News Site Strategy Leads to Big Benefits, Big Challenges”

Newspapers on Facebook Deliver Great Results

Newspapers on Facebook defy the conventional wisdom of when and how often to post.

They also run counter to the recent trend of Facebook distributing fewer and fewer posts to people who Like a page.

The above two statements are conservative. Newspapers do fantastically well on Facebook, even ones that don’t pay any attention to their Facebook pages. Continue reading “Newspapers on Facebook Deliver Great Results”

Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.

Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. Continue reading “Facebook Targeting Works Like 18th Century Newspapers”

Copy Desk Holds Key to Newspaper SEO

Newspaper copy editors strive to write headlines that are clever and informative, but they also have a wonderful opportunity to practice search engine optimization at the same time.

Consider these two simplistic examples:

  • Local Weather Forecast Calls for Heavy Rain
  • Richmond Weather Forecast Calls for Heavy Rain

Assuming that there is space for the three extra characters of the word “Richmond,” the second headline is more specific and localized. Fair enough — that’s an example of effective headline writing for a newspaper. Continue reading “Copy Desk Holds Key to Newspaper SEO”