Tag Archives: journalism

SEO for Journalists: How to Increase Visibility to Your Stories Naturally

SEO for journalists demystified: Learn everything you need to know about how to increase visibility to your online articles and more in this informative blog by Katie-Leigh Corder on SPJ.As journalists, we are expected to adapt to many different and rapidly changing technologies and techniques in order to increase views, shares, clicks, etc. which attract users to our online articles and websites. At the same time, journalists don’t want to fall into the ‘clickbait trap.’ Still, journalists need to prove that their articles are engaging readers, and that’s where search engine optimization (SEO) can help.

What is SEO?

Think of SEO as free visibility for your site if you do it right. Many people assume SEO is purely marketing or ‘robotic’ writing and doesn’t relate to what they’re trying to accomplish with their online presence; however, that assumption couldn’t be further from the truth.

According to Internet Live Stats, “Google now processes over 40,000 search queries every second on average (visualize them here), which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.”

Knowing that people are increasingly searching for practically everything on search engines, how can you become more involved and benefit from these searches? How can you dive into this technical world of optimizing your content while keeping your journalistic ethics in check?

Here are the main areas of SEO in which every journalist should have a basic knowledge so they can implement in their online stories:

Keywords

One of the most important areas of SEO involve keywords and queries—basically what people are searching for and how popular those searches are in search engines. Let’s say you live close to Pueblo, CO, and wrote a news article about a developing wildfire. Obviously, you want people to read your article especially since other local outlets will be ‘competing’ to break the story first. To increase your chances of visibility and higher ranking in search results, you’ll want to conduct keyword research.

Not so long ago, Google had a really awesome, free tool called Keyword Planner that gave you the average monthly searches of keywords; however, instead of an exact number, such as an 170 average monthly search volume, it now gives you a range, such as between 100–10,000—that are ultimately useless for our purposes here. Because of this, I would recommend using limited, free tools or biting the bullet and purchasing an account with Moz or other sites that include keyword research capabilities.

The goal of keyword research is to understand how many people are searching for keywords that are related to your article’s topic. The higher the searches and lower the competition, the more likely your article will receive better visibility and visits. Other tools involve typing in queries in Google and seeing what Google suggests under your search as well as related searches near the bottom of the first page of the search engine results page.

You can find more specific queries people are searching for—called longtail keywords—through Ubersuggest and Answer the Public; sites that are really helpful in determinning what people are searching for.

After choosing a keyword or two that people are researching, then you can move forward to the next section.

On-Page Optimization

Learn everything you need to know about on-page optimization for the pages on your site to increase visibility to them with this awesome infographic from Moz.
Image from: https://moz.com/learn/seo/on-page-factors.

After writing a great article and conducting keyword research, you want to make sure all of your hard work doesn’t go to waste. By inserting those keywords into certain areas on the back-end of the page, you are following the main ‘rules’ of SEO. Here are the seven areas of a page you should focus your SEO efforts on:

  1. Headline
    First and foremost, the page title of a news article is very important. Not only must you engage users to click on your article, but you must make sure it accurately represents the presented information. It should also include keywords that will increase its ranking in search engine results. But it’s easier than you think.After determining your keywords you can simply plop them as close to the beginning of the headline as possible. For example, let’s say ‘Pueblo Wildfire’ is a trending and breaking news story. People around the area and in the state are searching for ‘Pueblo wildfire’ to stay up-to-date with developments. One way you could approach this is by including ‘Pueblo Wildfire’ into the forefront of your engaging title: Pueblo Wildfire Consumes X Acreage in Less Than a Day.
  2. URL
    Not only should the URL be short and concise, but you should place your main keyword into the URL, as well. For example, using the keyword from above, you could create a custom URL such as: domain.com/pueblo-wildfire-acreage. Mind you, your site may default to adding category names, tags, and/or dates in front of the customization; however, Google has dropped the requirement for news articles to contain numbers in their URLs.
  3. Meta-Title
    Meta-title (aka page title) and headline are sometimes interchanged with one another. The meta-title refers to the title that a user will see if he or she hovers the mouse over the page’s tab, as we can see in the example below:
    This is where you can see a page's meta-title if you hover over the page's tab in your browser.Like the page title, you’ll want to include your keyword near the beginning of the meta-title. Also, you’ll want to include branding in it, such as the example above (usually found at the end of your meta-title): “KRDO.com | …”This is what your meta-title will show up in a Google search results page, using the same example from above:This is what your page's meta-title will look like in search results.There are character limits you should follow. According to Moz, “Google typically displays the first 50–60 characters of a title tag, or as many characters as will fit into a 512-pixel display. If you keep your titles under 55 characters, you can expect at least 95% of your titles to display properly.”
  4. Meta-Description
    Another item to focus on is the meta-description, or the brief description that shows up underneath URLs in search results:This is what your page's meta-description will look like in search results.Include keywords in the description but acknowledge these are most useful for click-through rates, so you’ll want to include between 150–160 characters and make it as unique and descriptive of the page as possible, see Moz for more details.
  5. Images
    In addition to correctly sized images for social-media purposes and showcasing an interesting visual, you’ll want to make sure two elements behind the image are included: the title and alternative tags:

    • Title Tag
      The title tag isn’t important for SEO purposes, but if a user Pins the image then the title tag will—most of the time—fill the description text area. Also, including a title tag ensures your page is Section 508 compliant for those that use screen readers, or if the image doesn’t load correctly, then that text will still show up to describe the image.
    • Alt Tag
      The part of the image that IS crawled by search engine bots is the alternative tag (alt tag). YYou’ll want to ensure your keywords are included in this tag along with an accurate, natural-sounding description of the image—write as a human, not as a bot. Your images will stand a better chance of showing up in image search results, as well.
  6. Body Text
    Ensure your researched keywords are included within the body text of your article, as well. You’ll want to write as you normally do, but include the keywords a few times throughout your content, which is necessary to increase visibility to your article.
  7. Tagging and Categories
    If the site you’re contributing to is a large site or has lots of past articles, then it’ll probably have a variety of tags or categories to help with organization and search. The tags and categories you choose to better describe your article will help define the URL at times as well as where it is within the site. This also helps with SEO as it gives a better idea of the covered topics in your article.

Sharing

After completing your research, refining your article with keywords, adding engaging images and titles, and publishing it, you’re ready to share it on your site’s social media accounts! Ideally, users will click on the article, engage with others—and not try to bite each other’s’ heads off, and, most importantly, share it on their walls for others to interact with. You’re increasing the visibility of the article and the company’s brand, which is a great indicator that people are visiting your article to read about that certain topic.

Linking

  • External Linking (link building)
    Google will see your site as reliable and trustworthy if other equally trustworthy sites link to you. Think of it as a vote of confidence … one that will increase your site’s rank and visibility.Using the Pueblo wildfire as an example, you write an article with great stats, interviews with locals and professionals, and included great visuals. You use highly searched for keywords, include an engaging title, and share it on social media. Now let’s say another reporter who works at a media outlet farther away from the wildfire wants to write about it, as well, and loves your article. The reporter decides to link to your article from his/her article to give a more localized feel for his/her article.With more external sites linking to pages on your site, Google will see you as a trustworthy source and move your page up in rankings for certain queries.
  • Internal Linking
    Another way to increase visibility to the pages on your site—and to make it easier for Google to crawl your site—is to link to other, already published pages within your site that are relevant to the page you are working on.Let’s say there was a past wildfire in your community that you reported on a while back, and you want to reference it in your story about the current wildfire, so you bring up the past wildfire and link to it. This allows users to not only learn more about wildfires in the area, but allows Google to crawl your site better and give ‘SEO juice’ to both your current and past wildfire articles.

The number one factor in ranking and visibility is the quality of your content. Make sure your content is accurate, sounds natural, and doesn’t lead your audience on.

You don’t have to be a SEO expert to implement these strategies into your online content, and the more you practice these tactics, the easier and more natural they’ll become. At the same time, as technology and online methods continue to evolve so will SEO. It’s a good idea to stay up-to-date with where SEO is going to ensure your efforts are paying off (see my earlier post about the best sites to follow for SEO and other technical updates).

Learn everything you need to know to get started with SEO in Moz’s beginner’s guide to SEO.

This blog post was originally published in the Society of Professional Journalists’ First Draft blog network.

Attribution of top image: By Periodicoelcolombiano (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons

6 Low- to No-Cost Ways to Learn New or Improve Existing Skills

This post was published on First Draft, the Society of Professional Journalist’s Generation J’s Committee blog: blogs.spjnetwork.org/genj/2016/09/12/low-to-no-cost-ways-to-learn-tech-skills/

Education never ends for journalists especially those on the techy side. Understanding trendy technologies,  social sites, and learning new, necessary skills are all part of the job.
If you're looking for ways to learn how to use new technologies, then you'll love the blog post, 6 Low- to No-Cost Ways to Learn New or Improve Existing Skills.
But learning new or improving existing skills can be really expensive, right? Not if you know who to follow, what to learn, and how to find such opportunities:

  1. Stay-up-to-date with the latest technology and media news.

    By keeping up with the latest tech news and state of the media, then you’re less likely to be caught by surprise. One way to do this is by maintaining a semi-active Twitter presence and following related companies on LinkedIn to see most recent updates. There are many amazing sites that report on new technologies or the state of the media that you should follow. Here’s my take on four of the best media and tech news sites every digital journalist should know.

  2. Day-long workshops.

    Society of Professional Journalist's Journcamps.

    If you’re looking for a full day of training in the latest trends and technologies in journalism then you’ll love Society of Professional Journalists’ JournCamps. These events start with all of the attendees listening to a broad and relevant topic or issue in the media world. Afterwards, there are a total of four breakout sessions throughout the day where you can choose two sessions to take that cover specific topics.

    The Online News Association offers free sessions in their ONACamps, and check out the National Council for the Training of Journalistsresources, as well.

    Attending such low-cost workshops with top-of-the-line media experts is an amazing deal and experience.

  3. Volunteering increases your chances at finding a job. Learn why journalists should volunteer their skills to nonprofits.

  4. Volunteer your skills.

    Did you know those who are unemployed and volunteer have a 27% better chance of finding a job versus those who don’t? This is one of the many positives of volunteering your journalistic skills to a nonprofit whose mission you believe in. Not only does it allow you to learn new skills and become more experienced in existing ones, but you’ll also increase your network and improve your overall health.

  5. Free or low-cost apps for your smartphone.

    Smartphones are becoming more and more vital in the reporting world from professional lenses to video production applications. Practicing with such apps can definitely increase your expertise with them;Smartphone journalism requires knowledge of useful apps and more. if you’re reporting from the field and catching real-time video, you’ll be ahead of the curve. One of the free video apps for Android is KineMaster, which basically gives you a condensed production studio on your phone—from filming, planning, editing and publishing.

    Check out other top Android video editing apps recommended here. If you’re an iPhone user, check out some of your recommended video apps here.

  6. Online training in specific skills.

    Moz logo.
    Along with keeping up with the latest trends and news, finding sites that specifically train you in a desired skill are bountiful and extremely useful:

    • Moz offers countless trainings and blog posts about search engine optimization (SEO) and social. Diving into the SEO and understanding how it interconnects with other areas of a website is a very technical skill to undertake, but will vastly increase your knowledge and make you more competitive. Not only will you learn how SEO relates to a website and user interest, but you’ll have a deeper understanding of how the entire Web is connected.
    Google News Lab logo.
    • From teaching yourself HTML to C++, you’ll find it all in free coding sites, such as Codeacademy. Learning such skills will help you be more competitive and worldly in your skills. Here’s a great blog post about “45 of The Best Places to Learn to Code for Free” if you are looking for other sites.

    Google provides excellent training resources for its tools, and you can become certified in some of them (I recommend the Google Analytics one). Every journalist should know the basics of Google Analytics and be able to translate the metrics; however, some Google tools depend on what types of skills you want to learn. For example, Google recently developed Google News Lab, which includes various tools for journalists, such as Google Trends.

    adobe-tv-logo

    • If you want to create interactives or other types of visuals and have access to Adobe programs, then check out Adobe’s awesome training videos! Understanding widely used Adobe programs such as Premiere Pro and Photoshop, is extremely useful for any type of journalist. Check out the training videos here. Also, if you’re still a student, or still have access to your student email, then you can register for the student and teacher rate for only $19.99 a month for The All Apps Plan.

  7. Curriculum being taught at top journalism schools.

    What courses are future journalists being taught in the top journalism schools? Keep an eye on what courses are leaving, staying, or going and then compare it to new technologies, trends, and events. From there, you can decide if you should train in specific areas. When I entered UNC-Chapel Hill’s journalism school, the sequences changed to more technical ones. Instead of following news writing as was my original plan, I chose the ever-changing world of multimedia and learned numerous technical skills.

It’s important to stay up-to-date with the latest technologies and the state of the media, but it can feel overwhelming at times; however, you’ll discover the types of training and frequency that fit your desires and schedules throughout your career.

First image at top from Jeremy Keith (Flickr: Device pile) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons.

Why You Should Volunteer Your Journalism Skills

This post was published on First Draft, the Society of Professional Journalist’s Generation J’s Committee blog: blogs.spjnetwork.org/genj/2016/09/01/volunteer-journalism-skills/


In a society where both new and seasoned journalists are expected to keep up with the digital revolution and competition, feelings of being overwhelmed are commonplace. How are you expected to land a job if:

  1. You just graduated and don’t have any years (or decades) of professional experience, or
  2. The skills required include either a few or ALL of the following: produce videos, manage social media, write stories and blogs, build graphics, build a rocket ship to the moon, etc.

That’s where volunteering for just a few hours a week can save you in more ways than one.

Volunteering Can Help You With Your Career

If you volunteer, you'll have a 27% higher chance of finding employment than those who don't volunteer.
Image from Non-Profit Quarterly.

According to a Forbes article, “The Corporation for National and Community Service, a federal agency that promotes volunteerism, tracked more than 70,000 jobless people between 2002 and 2012 and found that those who volunteered had a 27% better chance of finding a job than those who didn’t.”

My first journalism-related, volunteer experience was with Citiwide Pre-Vocational Center in Washington, DC, which seeks to improve and foster employment opportunities for low-income families in the metro. I had a quick email and phone interview with the founder and became the Social Media and Website Coordinator from 2012 to 2013. While there, I cleaned the website’s HTML and CSS, managed social networks, and designed a new logo for them.

One of my first logo designs I did for Citiwide Pre-Vocational Center as part of my volunteering experience.

Image above: The logo I created for Citiwide Pre-Vocational Center back in 2013, which was one of the first logos I helped design.

Another experience involved volunteering at Fuzzy Faces Refuge in North Carolina, which provides a sanctuary for common and endangered animal species and works to promote safe interaction with humans. While volunteering, I helped maintain their website and social networks, photography and videography, and even helped market a few events.

Above: Here is a video I quickly produced for one of Fuzzy Faces Refuge’s annual events. This video isn’t perfect, but to visually show and brand this event for the non-profit was worthwhile as they were extremely appreciative and it was fun! (youtu.be/i3VtAIzgSPI)

U.S. News wrote, “5 Ways Volunteering Can Save Your Job Search,” where volunteering can increase your morale, grow your network, upgrade your resume, teach you new skills or improve on existing ones, and even help you choose a career.

Every time I had an interview with a company during or after these experiences, the interviewer would be very interested in my volunteering background. Those experiences became a unique part of my background and helped me land two different jobs after college. Volunteering also helped me increase my network and skills.

Volunteering is Great for Your Physical & Mental Health

Volunteering makes people feel good about themselves because they help without expecting anything in return. People donate their time and efforts to a non-profit whose mission they believe benefits society. According to a post on Harvard’s blog, “Participants who volunteered with some regularity lived longer, but only if their intentions were truly altruistic. In other words, they had to be volunteering to help others—not to make themselves feel better.”

Searching for a job right out of college can be hard and challenging. You may be left with feelings of low self-esteem as well as a fear of the unknown, but volunteering can benefit you! According to a study from the University of Exeter Medical School in England, volunteers have lower levels of depression, enhanced well-being, and are more satisfied with life. There’s also evidence “of an approximately 20 percent reduction in mortality among volunteers compared to non-volunteers.”

Regardless of whether you’re just starting out in your career or are a seasoned journalist, you should consider volunteering your journalistic skills as it will benefit you in some way. I couldn’t wait to help at events or to promote content for the non-profit because I knew I was benefitting their mission while expanding my own skills and network!

If you’re interested in volunteering, I recommend the following sites to get started:

Sources:

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