Media Tactics For Ranking In Real-Time Search

    December 10, 2009

The advent of real-time search has led to the need for real-time search engine optimization (SEO).

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Brent Payne, SEO Director, Tribune, said the recent news about Tiger Woods drove over 1.5 million visits to its site in a single day.

The Tribune uses Google Hot Trends to follow and cover breaking news. Google Hot Trends is very powerful for breaking news.

"Majority of results today are still yesterday’s news," said Payne. Google’s top results don’t focus on user intent. Stories that have a longer shelf life don’t stay in Google News. Google doesn’t follow the same URL for the same length of time, so updating a top story doesn’t help.

Topher-Kohan Topher Kohan, SEO Manager, CNN, talked about Google supporting Yahoo SearchMonkey/RFDa and Facebook Share.

SearchMonkey allows users to customize how results appear in Yahoo SERPs. CNN added RFDa to video on test sites and saw a 35 percent increase in the number of indexed videos in Google Search video. In addition, there was a 22 percent increase in videos showing up for targeted keywords.

Kohan added Facebook Share to test sites and a small set of videos on CNN. There was a 12 percent increase in test site videos in the Google index and a 47 percent increase in video being shared and viewed on Facebook. Traffic from video on Facebook increased 32 percent.

Google and Yahoo are working on an open sources set of standard markup to use on videos and interactive content. Kohan believes it is the future SEO for video.

Rochelle Sanchirico, Senior Director of Acquisition Marketing, Washington Post Digital, said to find SEO partners within your organization.

Ideal SEO partners are people who access such as senior developers, content creators and senior web editors.  Other SEO partners to consider are traffic owners and brand managers along with a CTO, CIO or GM.

Everyone needs to have aligned goals and you should create accountability on a daily basis.

Find evangelists and rally the masses by focusing on value points.  "Don’t underestimate the power of branding," said Sanchirico.

WebProNews Reporter/Anchor Abby Johnson contributed to this report.

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