Presentation dealing with tag use on our lovematters.info website, used in editorial meeting

1. importance of tags: organizing content
1 2 3 4

2. importance of tags: organizing content
1 2 3 4
Helping users discover content by creating an added layer of navigation

3. importance of tags: organizing content
1 2 3 4
Creating topical pages that have a strong presence to
people and search engines alike

4. importance of tags: organizing content
1 2 3 4
Creating internal links to guide search
engine crawlers
homepage tag page article page
tag page article page tag page
article page
article page
article page article page
article page article page
article page article page

5. importance of tags: organizing content
1 2 3 4
Surfacing older
content that
would otherwise
be buried in the
user archive
article page
tag page
older article page
older article page
older article page

6. Tags are a powerful tool …
“The power of metadata is that it is a
machine readable asset. Machine readable assets form
the basis by which applications can navigate online text.
Now it is possible to build applications to bind,
differentiate, collate and curate content, resulting in
huge automation wins, for both newsrooms and news
consumers”.
Semantic Tech the Key to Finding Meaning in the Media,
readwriteweb.com, January 17, 2012

7. … but can also create problems
While the Web’s architecture rests on a solid foundation of
code, its usefulness depends on the slippery slope of
semantics. It’s all about words. Words as labels. Words as
links. Keywords.
And words are messy little critters. Imprecise and
undependable, their meaning shifts with context.
Peter Morville: Ambient Findability

8. Use tags wisely
Tags as ‘content clusters’ : from weak collections …
content cluster 4
content cluster 1 content cluster 6
article content cluster 7
article article
article
article content cluster 3
content cluster 5 article
article content cluster 9
article
article
article article
content cluster 11
content cluster 8
content cluster 2 article content cluster 13
content cluster 12 article
article article article
article
content cluster 16 article article
article
content cluster 10 article article
article article content cluster 18 content cluster 14
content cluster 17 article article
article article
content cluster 15 article
article
article
content cluster 19
content cluster 23
content cluster 22 article
article
content cluster 20 content cluster 21 article article
article article
article article
article
article

9. Use tags wisely
… to strong collections.
content cluster 1 content cluster 2 content cluster 3 content cluster 4
article article article article
article article article article
article article article article
article article article article
article article article article
article article article
article article article
article article
article
article

10. Use tags wisely
Using similar tags confuses the user …
Which one
should
i choose ?

11. Use tags wisely
… and generates duplicate content.
… at least, that’s what you would expect. Duplicates also confuse editors

12. Use tags wisely
Try to decide on ONE tag and use other locations
to put rest of the keywords in
tips
sex tips
sexy tips
love tips
twitter love tips
twitter sex tips
twitter tips
@sexylovetips
sex tips
@sexylovetipsHIV
hot tips
online flirting tips
tips on flirting
relationship tips
safety tips

13. Use tags wisely
Build STRONG collections
porn
porn addiction
porn in India
porna
porno
pornography
pornography for women
alternative pornography
cartoon porn
pornography
confessions of a porn reviewer
female-friendly porn
Feminist Porn Awards
lesbian porn
MakeLoveNotPorn.com
Dusk

14. Keyword locations other than tags
page title
URL
article headline
first paragraph
anchor text
Menu labels
Image file name
& alt text

15. Keyword locations
What about meta keywords, meta description?

16. Keyword locations
Meta keywords

17. Keyword locations
Meta descriptions
can improve CTR, but don’t
improve ranking.
Be sure to use keywords in
on-page locations.
Sharing on FB
Google SERP