As Cisco’s public online newsroom, News@Cisco is a highly trafficked, content-rich site that – like almost every other news provider – is facing an increasingly fragmented audience. Potential visitors have more options for content than ever before, and they’re being diverted into news and social media channels like Google News, Facebook and Twitter.
In such an environment, it’s essential that audiences are able to find your content when they search for it, which means it has to appear in the first few results for a particular search term or phrase. Search Engine Optimization (SEO) – the process of improving visibility of your web pages via natural, or unpaid, search – is a key tool for achieving this goal.
How do you accomplish this? There are whole books, websites and blogs devoted to SEO, but a few basics we’ve learned include:
• Create quality content that is rich in relevant keywords and phrases. Try to use these keywords/phrases in titles, headlines, descriptions and a few times in the content. This holds true for video, too.
• Provide relevant links. In our case, we link to relevant Cisco.com pages whenever possible.
• Link wisely. Use descriptive phrases or words for the link rather than “click here” or “read more.”
• Inbound links to your web page improve its performance in search. Share your content via Twitter, Facebook, blogs and other online outlets and allow your site visitors to do so as well using apps like ShareThis or AddThis.