MPA Conference: Magazines King of Internet Search
Work together. IT, edit and advertising staffs need to work together to achieve "consensus, confidence and clarity," in their online content.
Write simple, keyword-focused headlines on edit copy. Headlines on online content should "get right to the point," says Levin, because search engines like Google, Yahoo! and MSN are tuned-in to the aspects of a page. "Once you set a search-friendly URL, a search-friendly headline and a search-friendly title tag, you can be as creative with your article and the rest of the page as you want to be," he says.
Offer blogs. Blogging allows readers and edit staff to continually update content on a Web site, pandering to search sensitivity to the realese of new content.
Stay branded. Search engines strive to bring users relevant and accurate content and magazines with solid reputations will rank higher on searches than their lesser-known counterparts.