writing blogging and seo for journalists
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Writing, blogging and SEO for journalists. Ian Reeves. Why should journalists blog?. Visibility – reaching your audience and letting your audience reach you Vulnerability – showing that you’re open and transparent Veracity – allowing, even encouraging your audience to correct your errors

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why should journalists blog
Why should journalists blog?
  • Visibility – reaching your audience and letting your audience reach you
  • Vulnerability – showing that you’re open and transparent
  • Veracity – allowing, even encouraging your audience to correct your errors
  • Variety – giving yourself an option to express yourself in a different voice
when should journalist blog
When should journalist blog?
  • Often
  • When researching certain stories to understand what the audience thinks
  • When you see something interesting elsewhere that is relevant to your audience – link blogging
  • To keep following a running story
  • When you need to explain your approach to a story
how should journalists blog
How should journalists blog?
  • Using a blog tool on their publication’s main site, or
  • Using any one of various free blogging tools – Wordpress, Blogger, Movable Type etc
  • Then publicise your blog – register with Feedburner, Technorati etc
entrepreneurial blogging
Entrepreneurial blogging
  • There is money to be made…


… if you can get the traffic

so how do i get the traffic
So how do I get the traffic?
  • Who are you writing for? Readers? Or Google’s computers?
  • The answer is both
  • The readers might not see you if the computers don’t notice you
  • So balance is required
  • Some of the print-based rules, particularly headline writing, need to be rethought
search engine optimisation
Search Engine Optimisation
  • A way of ensuring that internet search engines (Google, Bing) etc, will list your content as prominently as possible if a user types in certain key words
  • Key words used in headline and intro are particularly important
  • Think about the terms a reader would use for their search
seo headlines
SEO headlines
  • Headline accounts for 30% of decision to click through
  • Headline has big impact on search ranking
  • Headline also important for RSS feeds
  • BBC headlines max 33 characters
classic headlines
Classic headlines...
  • Gotcha!
  • Freddie Starr Ate My Hamster
  • Headless Body in Topless Bar
  • Super Caley Go Ballistic, Celtic Are Atrocious
  • Zip Me Up Before You Go-Go
  • Churchill Flies Back To Front
  • Dr Fuchs off to Antarctic
given the seo treatment
...given the SEO treatment
  • Argentine warship Belgrano sunk by British forces in Falklands War
  • Comedian Freddie Starr ate my pet hamster, claims blonde model
  • New York police search for killer of headless victim in topless bar
  • Inverness Caledonian Thistle beat Glasgow Celtic in Scottish Cup
  • George Michael arrested for lewd conduct in public toilet by Los Angeles police
  • Winston Churchill returns to rally British troops in France
  • Polar adventurer Doctor Vivian Fuchs explores Antarctic
seo intros
SEO intros
  • Intro par accounts for 43% of decision to click through
  • Include the key words you imagine people will search for, and tell the story concisely and compellingly.
  • Include geographical locations if appropriate, and full names of key players/institutions in the story
  • Think: who do I want to read this, and what Google alerts will they have set?
seo sources
SEO sources
  • http://www.editorsweblog.org/newspaper/2008/06/how_to_maximize_your_sites_visibility_in.php
  • http://news.cnet.com/2100-1038_3-6155739.html
  • http://news.cnet.com/Newspaper-headlines-lost-in-Web-translation/2100-1025_3-6155618.html?tag=mncol;txt
  • http://www.nytimes.com/2006/04/09/weekinreview/09lohr.html?_r=1
  • http://www.cyberjournalist.net/can-seos-and-journalists-really-be-friends/
  • http://www.searchenginejournal.com/10-ways-journalists-and-newsrooms-can-conquer-seo/8364/
  • http://www.searchenginejournal.com/5-tools-for-keyword-brainstorming/6874/