Digital Chaos: Data should be made smart to maximize SEO and the use of ads

Another one from the archives…

Data should be made smart to maximize SEO and the use of ads

Problems with NHOUSE

One of the underlying themes of this paper is the need for content to be more granular. Currently the content on the NHOUSE site exists in raw form where it is neither meta-tagged nor as we discussed earlier tracked.  Meta tags are information about a document rather than its content.  They are used for a variety of tasks including specifying page descriptions, keywords, identifying the author of the document etc. Meta tags are not seen by the reader of the document or displayed on the site as they are inserted in the <head> section of the web page structure and in this section only the title tag is seen by the viewer, everything else is hidden. They can be identified by the following <meta name=”tag name” content=”tag content” />. A look at the source code for any of its pages demonstrates this lack of meta data.

Source code for NHOUSE landing page:

<html>

<head>

<title>Nhouse Productions, Inc. – NHouse Home</title>

<link rel=”icon” href=”images/favicon.ico” type=”image/x-icon” />

<link rel=”stylesheet” href=”css/global.css” type=”text/css”>

<script language=”javascript” src=”rollover.js”></script>

<script type=”text/javascript” src=”swfobject.js”></script>

</head>

Source code for Comedy Section:

<html>

<head>

<title>Nhouse Productions, Inc. – Video – Comedy</title>

<link rel=”icon” href=”images/favicon.ico” type=”image/x-icon” />

<link rel=”stylesheet” href=”css/global.css” type=”text/css”>

<script language=”javascript” src=”rollover.js”></script>

<script type=”text/javascript” src=”swfobject.js”></script>

<script language=”javascript” src=”newwindow.js”></script>

</head> 

Source code for Mr. Goodbuzz, a video in the comedy section:

<html>

<head>

<title>Nhouse Productions, Inc. – Video Player – Mr. Goodbuzz </title>

<link rel=”stylesheet” href=”css/videoplayer.css” type=”text/css”>

<script language=”javascript” src=”newwindow.js”></script>

</head>

 

Looking at these we can see that there is no meta data on any of the pages at any level. Without meta-tags, none of this content can be searched easily. Maybe one of the goals in mind is to keep the website exclusive for TRF students, or for prospective students or even parents of TRF students so they get told what to search. Maybe the producers of the content do not want it to be searchable for whatever reason, however without this information in the sites code, none of the content will pop up as relevant results in searches.

Try a Google search of any of the videos on the website and see if it pops up. In the case that it does, see where in the rankings it is and calculate the likelihood of you getting that far down to click it. The only way to get to the content is to type in the keyword NHOUSE in your search along with the video name for it to pop up as a relevant result.

If you type in Mr. Goodbuzz – for the sake of continuity – as a query in a Google search, you get no results leading to the NHOUSE site. Type in Mr. Goodbuzz comedy and it becomes the last result on the search result page. Type in Mr. Goodbuzz, comedy and NHOUSE and it pops up to the first result.

Now for the purpose of discussion assume the goal of NHOUSE remains to demonstrate what TRF students do and that we have a clear concise understanding of what that is. This limits your target audience to only individuals who are associated to with Newhouse and even then only individuals who have worked on NHOUSE as some of the faculty have never even seen the site.

This leaves out those individuals interested in film that might get pleasure from the content. It takes away learning opportunities where students can see comments on their videos and incorporate them into their learning creating a better learning experience. It prevents prospective individuals who were misinformed about the program from seeing this work and using it as a deciding factor to apply.  No producer looking to hire young directors or radio personnel can see their content and be impressed and extend a job offer.  Remember these lost opportunities arise from assumptions made. A real problem that arises from not being searchable is a loss of advertising dollars. Without many eyeballs tracking your site, the ROI on your ads will be low no matter what. This can be improved by using search engine optimization. 

A closer look

SEO is the process of improving the volume or quality of traffic to the web site from search engines. With effective SEO strategies, you can increase your position on the search engine results page which results in more traffic to your website and more ad dollars. Implementing SEO strategies on NHOUSE will give it a web presence which will increase its exposure to viewers ensuring that viewers with real interest in your content who otherwise would not have known about your program are the ones who visit your website. The logic behind this is that they were already searching for something related to what you have on your page. 

Optimizing a website involves:

–    Editing its content and HTML and associated coding

–    To increase its relevance to specific keywords

–    To remove barriers to the indexing activities of search engines

 

image

 

Landing page should have:

–     Useful and relevant content

–     Make the site easy to navigate.

 

Titles and other <h> structures should be semantically aligned.

 

image

  

SEO and advertising:

How does SEO improve advertising.

–    Increase visibility: SEO strategies will raise your page higher on the results page increasing the probability that it is seen and clicked. This in turn will increase your web site traffic as more people are clicking on the link and visibility as you get returned more and more as a relevant search. With more eyeballs now you become more valuable to advertisers as you have a lot of incoming traffic and that partnered with tracking web traffic monitor their behavior provides useful information to advertisers.

–   Brand awareness: Another improvement that arises from moving higher in the results page is that all of a sudden people start to recognize you and you rname. No longer are you the anonymous site that no one knows about, instead the name NHOUSE gains some credibility and it can help with raising awareness about the TRF program, its students or even the university as a whole.

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