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1 www.DefineSearchStrategies.com VPs of Search Engine Marketing: The New York Times Approach Marshall Simmonds Chief Search Strategist, The New York Times Company CEO and Co-Founder, Define Search Strategies
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2 www.DefineSearchStrategies.com
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5 Challenges 11 million documents (roughly??) (Email) Registration wall Paid subscription wall Journalists/editors/guides Rigid IT Company ego Getting them to *GET* search Resistance to change What it takes to get things done
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6 www.DefineSearchStrategies.com Working Together Challenges of working with "old school" marketing and getting them to "get" search Coping with turf wars/budget grabs Company ego/resistance to change
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7 www.DefineSearchStrategies.com Working Together Internal Management, IT, editors, producers, designers, marketing External Users, spiders, engines, my mother
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8 www.DefineSearchStrategies.com Process Integrate search into the workflow Small Changes = BIG results Buy-in from the bottom up? Enhancing writing styles Multi-departmental communication
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9 www.DefineSearchStrategies.com Everyone Owns Search Marketing Challenges of working with “old school” marketing Editorial/production – upkeep network integrity, find user/engine balance Design – search friendly design/crawl-ability IT – metrics/tracking/fixes Product/development – internal/external search projects Marketing – keyword research, keyword buys
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10 www.DefineSearchStrategies.com Selling Search to NYT Results About.com 1227% increase in search engine referrers since SEO initiative began in December of 1999 Easy to follow examples: “Pope dies” Finding projects with extensive involvement Communication Consistent message – management, staff, guides/editors
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11 www.DefineSearchStrategies.com Communication: Editors/Guides/Management Get them moving in the same direction Unlearning off-line writing styles – it’s a tsunami Research/identify terms and markets – log files, Word Tracker, Overture suggestion tools Repeating message
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12 www.DefineSearchStrategies.com
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13 www.DefineSearchStrategies.com Communication: Management/Staff Newsletter Search center SEO discussion board Dedicated email address Chats Frequent reports On-site trainings
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14 www.DefineSearchStrategies.com Check Lists Unique Titles Annotations on all links Keyword rich anchor text H1, H2, H3 headlines
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15 www.DefineSearchStrategies.com Verbose Keyword Rich Content SEO Architecture Pyramid I ™ Optimization Broadens Focused Targeted Content META Keyword and Description Tags Verbose - Keyword Rich, Theme of Page, Misspellings Content Verbose – keyword rich, reflects title tag and headline keywords Anchor Text, Alt Text, Captions Focused - targeted keyword phrases Headline Tags Focused - keyword rich, expand on title tag Title Tag Focused – terse, keyword rich
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16 www.DefineSearchStrategies.com Highly Targeted Optimization Generalized Optimization Home Page Broad – general optimization, low search traffic page Section Fronts Focused – specific optimization based on category, popular terms and audience Article Pages Highly targeted – unique optimization based on research and terms relevant to the audience and story Prime search entry points SEO Architecture Pyramid II ™
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17 www.DefineSearchStrategies.com Metrics: Establish Baselines Baseline traffic Run Web Position reports Log files Index counts Link popularity reports Google Alert Monitoring traffic Spiders Referrals Talk to IT Track spider’s visits Track weekly search engine traffic
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18 www.DefineSearchStrategies.com External User friendly – pushing back registration wall Appeal to the engines Pushing back registration walls Search friendly approach Network integration Spider access to archives Open up experience to public
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19 www.DefineSearchStrategies.com Takeaways Communication Manage expectations Communication Create consistent lines of communication between editors, IT dept, management – repeat message, give out check lists Commitment Make sure everyone has skin in the game/responsibility for search campaign’s ongoing success Real time examples/results Stats, successes
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20 www.DefineSearchStrategies.com THANK YOU! Marshall Simmonds CEO and Co-Founder, Define Search Strategies Chief Search Strategist, The New York Times Company Marshall@NYTimes.com
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