This document outlines the search engine optimization (SEO) processes and workflow incorporated into the publishing system of a large news organization. Key aspects include indexing all content for search, optimizing content for search terms, conducting keyword research, analyzing trends and competitors, monitoring analytics, and providing daily SEO support and reports to hundreds of journalists publishing over 400 pieces of content per day. The goal is to incorporate SEO best practices while supporting a high-volume, rapid publishing schedule for a website that receives over 1 million daily visits from Google search.

1. Incorpora(ng
SEO
into
web
publishing
workflow
• Web
first
approach
• Self
publishing
workflow
• Every
content
asset
indexed
• Every
content
asset
op(mised
for
search

2. Some
numbers
• 300-­‐500
journalists
• 400-­‐500
content
items
per
day
• 4000
sec(ons
• 3
SEOs
• Over
1m
visits
from
Google
per
day
• 3-­‐3.5m
page
views
• 40%
of
traffic
per
day
from
search
• 1m
ar(cles
indexed
by
Google

3. Simple
publishing
model

4. Where
to
start
• Senior
editorial
buy
in
• Define
publishing
best
prac(ce
• Incorporate
SEO
into
CMS
• Train
publishers
in
content
management
system
[CMS]
and
workflow
• Train
publishers
in
basic
concepts
of
SEO

5. Simplified
web
publishing
model

6. Try,
fail,
review,
refine
• Lots
of
publishers,
few
SEOs
• Lots
of
content,
liTle
(me
to
review
• High
pressure
on
publishing,
more
content;
less
(me
• Few
web
specialists

7. SEO
input
into
publishing
workflow

8. Daily
news
conferences
• Three
news
conferences
9/12/4
• Highlight
key
points
for
SEO
and
publishing
• Define
opportuni(es
• Highlight
promo(on
• Refine
keyword
strategies
• Report
on
real-­‐(me
analy(cs:
keywords
and
traffic
sources

9. SEO
report
• Available
to
all
publishers
• Review
of
where
we
are
at
start
of
the
day
in
Google
News
• Highlight
opportuni(es
• Iden(fy
trends
• Define
keywords

10. Keyword
research
• Review
and
op(mise
best
keywords
for
topic
• Define
opportuni(es
• Review
current
use
• Trigger
publishing
events

11. Trending
topics
• Google
News
• Compe(tor
most
viewed/read/shared
• Trendsmap
• Historical
and
real-­‐(me
trending
keywords/
content/pages

12. Publishing
standards
• Headlines
• Abstracts
• Promo(on
• Links
• Publishing
(mes
• Pictures
• Sec(ons

13. Compe(tor
analysis
• UK
news
publishers
• Specialist
publishers
• Non-­‐UK
compe((on
[mainly
US]
• Niche
blogs

14. Real-­‐(me
analy(cs
• Keywords
bringing
traffic
to
the
site
• Traffic
sources
• Entry
pages
• Content
promo(on

15. Not
a
perfect
model
• Difficult
to
monitor
every
story
• Never
100%
• Can
lead
to
rigid
rules
• Con(nuous
process
of
improvement
• Allows
rapid
and
high
volume
publishing

16. And
finally…
What
makes
a
good
SEO
exec
• Strong
willed,
confident
• Good
communicator
• Solid
wriTen
English
• Good
with
numbers
• Nose
for
a
story/news/trend
• Diploma(c

17. Richard
Underwood
• Head
of
SEO,
Telegraph
Media
Group
• @rich_underwood
• richard.underwood@telegraph.co.uk