In one of the digital media courses I teach, I find that my old media students often balk at one of the axioms of digital content: by publishing something you are essentially releasing it into the wild. Digital content doesn’t sit still — it travels, interacts with other content and competes for attention far beyond […]
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There Are Only Three Digital Growth Strategies and search engine optimization is about the first — attracting new visitors. Search Engine Optimization For Editors Search Engines Love Great Writing Why Search Engine Optimization is Important How Search Engines Work What Actually Affects Search Results The Only Four Things You Need For Great SEO How to
It may seem self-evident, but, by definition, there are only three paths to digital growth: More new visitors More visits per visitor More page views/engagement per visit That’s it. If you don’t have focused strategies around each path, you can’t sustain growth. Examples of Growth Strategies More new visitors Search (SEO/SEM) Strategic partnerships Advertising
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I’ve worked with most of the major SEO firms and have attended many, many presentations, seminars, conferences and staff meetings about search engine optimization. I’ve heard from almost everyone that SEO is the ‘secret sauce’ of audience development. It is actionable, quantifiable, and other *able things. And like most consulting fads (mobile, say hello to
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Above all, the search engines love high-quality writing. The folks at Google explicitly state that their goal is to connect users with “useful, information-rich site(s)” containing pages that “clearly and accurately describe your content.” And, in fact, most of the advancements in search over the last decade have been aimed toward teaching machines how to
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Like high school, search is primarily a popularity contest. Google’s inventors, Larry Page and Sergey Brin, built Google around a single insight — that the search engine didn’t have to determine what a website was about or if it was any good. People would do that for them. People would describe the content and vote
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What affects search results? It’s an interesting question, because no one knows for sure. A site called Moz does a survey every year among the major SEO consultants in an attempt to create a snapshot of what matters right now in search. (It speaks to the squishiness of the field that the most credible source
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Conversations about search engine optimization can be confusing, but all the expert knowledge boils down to four fundamental necessities: You need great content — useful, clear writing on subjects that actually interest readers. You need to identify the words, phrases and questions that people use when searching for your content. You need links from authoritative
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Great writing is the silver bullet of search, but if you want people to be able to find your content, it needs to be properly set up in your content management system. It’s relatively simple, just identify your content’s key terms and don’t cut corners when you fill out the input screens. It’s difficult to optimize
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Trying to parse political rhetoric is always a challenge, but the Nobel Prize-winning economist and New York Times columnist Paul Krugman would like us to at least make the distinction between disagreements, errors and lies. Not quite “Liars, Damn Liars, and Statistics,” but still an interesting take. Here are his classifications: Disagreements — Differences of
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