This session was aimed at print editors who need to make a transition into online editing, but I thought I’d come away from it with some ideas for what we should be teaching. Some of the most interesting information I got was about search-engine-optimizing headlines.
Dan Gaines of LATimes.com, again, was one of the three panelists. LAT is part of Tribune Co., which employs one of the more prominent SEO experts working in journalism, Brent D. Payne. LAT customizes each Web story’s page title, which is the title that appears on the bar at the top of the browser window, and that title is different from the main headline appearing in the content area above the story. (For those of you who know HTML, we’re talking about the <title> tag and the <h1> tag.) LAT adds literal search-term keywords at the beginning of the title, in a way that they might not appear in the headline. An example Dan showed was this story live now:
- Headline: U.S. warships launch airstrikes on Libya
- Title: Libya attack: U.S. attacks targets in Libya – latimes.com
Tribune’s theory is that the title is much more important to Google than the headline — and that front-loading the keywords is advantageous. So assuming “Libya attack” is a good SEO keyword, that gets prepended to a workable headline for the story — and the site name is appended, which I presume happens automatically — and we’ve got super-optimized display type. I’d argue (and Dan did, too) that the title here is unnecessarily repetitive; it could have been something like “Libya attack: U.S. warships launch airstrikes.” But you see how it works. We can’t specify a separate title in the Missourian’s CMS, but it’s a feature we could easily implement.
Another bit of information that I found useful came from Doris Truong, who’s an editor at The Washington Post and a Mizzou alum. She reminded me about Google Trends, which is an easy way to see what keywords are important right now for searchers using Google. I usually recommend that our copy editors dip into our own Google Analytics account to see what keywords are important to the Missourian, but that information is only good for stories that have been in the news for several hours at least. Google Trends is telling us what is hot at this minute, and it can show you national trending as well as regional trending. It also allows you to compare different terms. A cool tool.