AOP Forum on Search Engine Optimisation - Maintaining Editorial Standards While Driving Traffic
- When:
- Mar 25, 2009 from 14:00 to 17:30
Wednesday 25th March 2009
Maintaining Editorial Standards While Driving Traffic
- AOP Forum on Search Engine Optimisation -
IPC Media, Blue Fin Building, 110 Southwark Street, London, SE1 0SU
OUTLINE:
The role of journalists is evolving to include a greater understanding of SEO and interpreting data. But in the effort to appeal to search engines, is quality journalism suffering? Is the pursuit of search ranking dictating content rather than core long-term editorial values? And are “soft stories” aimed at generating high traffic becoming prolific and eroding brand distinction?
How do publishers get high visibility without major compromise? What will the future for professional journalism hold and how will business models for commercial news gathering look?
This forum brings together experts to examine the editorial impact of SEO and to look at what the future for news production might be.
AGENDA:
2.00 pm Registration
2.30 pm Welcome Introduction by the AOP
2.35 pm Chair’s Opening Remarks
Judith Lewis, Search Director, i-level
2.40 pm The Changing Business of Journalism In the Digital Age
Dr. Andrew Currah, Lecturer and Research Fellow, Oxford University
* The lure of integration
* Measuring the clickstream
* The future: digital windsocks versus anchors
3.00 pm Making the Most of Your Content
Jean-Laurent Wotton, Sales Engineer, Google UK
* Design guidelines
* Creating visibility: Best practices
* Google Webmaster Central: Online resources
3.20 pm Coffee Break
3.35 pm Practicalities of Integrating SEO: The Telegraph Approach
Case Study: telegraph.co.uk
Julian Sambles, Head of Audience Development, telegraph.co.uk
* Empowering journalists
* Making stories stand out
* Maximising audience reach
3.50 pm Building Content Using Search Trends
Case Study: Times Online
Drew Broomhall, Search Editor, Times Online
* Selecting content that fits your brand
* Predictive search analysis in action
* Impact of recession on search behaviour
* Innovative content creation
4.05 pm Using Search Technology to Build Revenue & Predict the Future
Case Study: The Metro
Andrew Lyons, Co-founder & Commercial Director, Ultraknowledge
* Learning to love spiders
* Joining the online conversations
* Creating that "One More Click"
* Monetising the long tail
4.25 pm Panel Debate and Q&A
Moderator:
Judith Lewis, Search Director, ilevel
Panelists:
Dr. Andrew Currah, Lecturer and Research Fellow, Oxford University
Jean-Laurent Wotton, Sales Engineer, Google UK
Drew Broomhall, Search Editor, Times Online
Julian Sambles, Head of Audience Development, telegraph.co.uk
Jamie Walters, Digital Director, Metro
5.00 pm Drinks reception and networking
5.30 pm Finish