As the landscape of online searching evolves, the importance of real-time search engine optimization (SEO) is increasing rapidly.
The Power of Real-Time SEO
Brent Payne, the SEO Director at Tribune, underscores the impact of real-time SEO on digital traffic. He shared that a recent news story about Tiger Woods resulted in an unprecedented surge of over 1.5 million visits to their site in a single day.
The Tribune often relies on Google Hot Trends to stay updated with breaking news. According to Payne, despite its immense power for tracking trending news, Google’s top results often fail to focus on user intent.
Payne says, “Most of today’s search results are still yesterday’s news.” He also mentions that updating a top story doesn’t help because Google doesn’t maintain the same URL for an extended period.
Leveraging Tools for Optimized Search Results
Topher Kohan, the SEO Manager at CNN, discussed the potential of utilizing tools like Yahoo SearchMonkey/RFDa and Facebook Share for enhancing visibility and engagement.
SearchMonkey enables users to personalize the appearance of results in Yahoo SERPs. Kohan revealed that adding RFDa to video content on test sites led to a 35 percent increase in the number of indexed videos in Google Search video. Also, they noticed a 22 percent rise in videos featuring for targeted keywords.
Kohan’s team added Facebook Share to a small set of videos on test sites. The result was a 12 percent increase in videos in the Google index and a 47 percent boost in videos shared and viewed on Facebook, leading to a 32 percent surge in traffic from video content on Facebook.
He also mentioned that Google and Yahoo are developing an open-source set of standard markup for videos and interactive content, which Kohan believes is the future SEO for video.
Building Internal SEO Partnerships
Rochelle Sanchirico, Senior Director of Acquisition Marketing at Washington Post Digital, emphasizes the need for building SEO partnerships within an organization. She suggests aligning with those who have access to SEO-related tasks such as senior developers, content creators, senior web editors, traffic owners, brand managers, CTOs, CIOs, or GMs.
Sanchirico stresses aligning goals and creating accountability on a daily basis. By finding evangelists within your organization and rallying the masses around key value points, you can improve SEO efforts. She concludes, “Don’t underestimate the power of branding.”
In a world where information is sought and shared in real-time, mastering real-time SEO is crucial for digital platforms aiming for high visibility and audience engagement.
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