SEO strategies can be used to enhance the value of online news
Wednesday, 20, May 2009 01:57
There are many ways in which firms can utilise search engine optimisation(SEO) strategies in their online news content, according to the editor of Search Engine Land.
OJR blogger Robert Niles wrote that Danny Sullivan was among the invited speakers at the KDMC News Entrepreneur Boot Camp at the University of Southern California this week and had a number of suggestions for how SEO techniques can be applied to news.
Mr Sullivan emphasised the importance of good-quality keywords and key phrases and suggested that people who do not know where to begin make use of Google's AdWords keyword tool, which can help show which keywords are most relevant to their site.
The editor also suggested a move away from traditional newspaper style guides to an "SEO-style" approach, particularly when it comes to second references and place names. For example, he said it may be worthwhile in some cases to use full names rather than abbreviations on subsequent references in online news copy.
Finally, Mr Sullivan noted that it is important to generate links from other websites and explained one of the best ways to do this is to link to other relevant original online content and invite other publishers to reciprocate.
Last week, new comScore figures indicated that traffic to UK newspaper websites is high at home and abroad, with sites for the Guardian, the Sun, the Daily Mail and the Telegraph named as among the most popular.
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