Update: Topic Page Experiment
It’s been two weeks since I posted here on HLB about creating permanent topic pages for our hyperlocal blogs — an attempt to solve the problem of old blog posts getting search traffic for current information. Time to share a quick update with some good news. Have a look:
As you can see, our topic page about the local Hogs & Dogs event is already showing up on searches for one of the primary terms, hogs and dogs west richland. Over time, I’d like to see those two results flipped — the topic page getting priority with the old post indented. We’ll see if and when that happens.
How Much Do You Care About SEO?
A question for my fellow hyperlocal bloggers:
How much do you care about SEO in relation to your hyperlocal blog?
By that, I mean:
- Have you done any basic blog SEO?
- Do you have any SEO-related plugins (if you use WordPress) or other SEO tools?
- Do you use them regularly?
- Do you write headlines or article text with SEO/keywords in mind?
- Do you track where your blog traffic comes from, specifically how much comes from search engines?
One reason I ask is that I’m thinking about doing an SEO for hyperlocal bloggers post/series. I’ve been an SEO much, much longer than I’ve been a hyperlocal blogger, so content like that would be right up my alley.
The second reason I’m asking is this interesting post at the Online Journalism Review by Robert Niles:
Student journalists need to learn SEO more than they need AP style
Needless to say, considering my background in SEO, I agree with that idea 100%. This part, especially, I think is good advice about where SEO fits in with journalism/hyperlocal blogging:
“…most SEO techniques reduce to providing clear, concise writing that stays on topic – that frequently references the key words and phrases that an article’s supposed to be about. That’s good advice for any writer looking to attract readers in a competitive environment. Unfortunately, in print journalism, with readers too long delivered through local monopoly, too many reporters and headline writers became more focused on being clever than clear.”
So, I’ll ask again: How much do you care about SEO in relation to your hyperlocal blog? Comments are open!
(via MediaGazer)
New Hyperlocal Experiment: Topic Pages
You may have heard of the phrase “topic pages” already — it’s a fairly popular idea these days in journalism circles. The idea behind a topic page is that, rather than have multiple articles or posts about the same thing all competing with one another for attention, you collate them on a single “topic page.” For examples, see how the New York Times has created dozens of topic pages.
The goal is that the topic page becomes the authoritative resource for information about the topic. And generally, by “authoritative,” we mean it’s the page that earns and holds most of your search rankings about that topic, and the page that you can always refer people to when they need information. They’re kinda like Category pages, but not quite. I’ll explain the problem I hope a topic page will solve for one of our blogs, and show how we’ve setup our first topic page below.
What Problem Does a Topic Page Solve?
Primarily, it solves the problem that — for some topics — your hyperlocal blog might have lots of great information spread across multiple articles. Secondarily, some of those articles may be old or outdated and it becomes a challenge to keep them updated for new searchers who land on them via Google, Yahoo, Bing, etc.
My Specific Problem
In West Richland, there’s an annual event called Hogs & Dogs that attracts more people to the city than we have residents. It’s that big. We’ve been covering it since our blog launched in 2008, and we now have more than a dozen posts about Hogs & Dogs — some from 2008, some from 2009, and some from this year.
People come to this event from all over the Pacific Northwest, and they find our blog after searching online for information. But sometimes they hit a 2008 post, sometimes a 2009 post, and rarely a current post because the new content doesn’t always rank as well as the older stuff. So, we’re forced to go back and try to update all the old posts with links to the new content, like this:
That doesn’t really scale. You can’t keep going back and updating all the old posts (the ones that get search traffic) with links to all the new posts. So, our hopeful solution is the topic page.
Creating a Topic Page
Here’s how we’re doing this:
1.) Not a post, but a page. Rather than create a new blog post, we’ve created a WordPress Page. You can see it here: Hogs & Dogs. It’s somewhat bare right now, but we’ll add more content about the event as we get it. The theme we’re using (Canvas by Woo Themes – aff) allows us to create pages without having them show up in the page navigation, which is nice.
2.) Permanent URL. Although the content will be updated each year, Hogs & Dogs information will always be available at the same URL: http://westrichlandrealestateblog.com/hogs-dogs/.
3.) SEO & human-optimized content. We’ve created this page primarily for human visitors, but with the understanding that most of them will find it via search engines. The keyword is in the URL. I’ve optimized the page title. And we mention “west richland” and “hogs and dogs” several times in the page content.
4.) Evergreen, easy-to-update content. The page title says “2010″ but I can update that easily when the 2011 event rolls around. The page also lists date and time info, plus this year’s big raffle prize. All of that is evergreen content that I can easily trade out next year.
5.) Link to it often. No doubt we’ll be writing new blog posts as the event gets closer, but each new post will also link to this topic page and position it as the ultimate resource about the event.
Final Thoughts
The Hogs & Dogs event doesn’t happen until June, and even though people are already searching for information now — search traffic won’t really spike until the week before the event. We basically have about two months to get this page ranking for the terms that people use on the main search engines. I’ll let you know how it goes after the event has come and gone. If it works, we’ll be doing more of these on all our hyperlocal blogs.
Your turn: Are you using topic pages on your blog/site? Are they working? If you’re not, is it something you’d consider creating? Comments are open, as always.
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UPDATE, APRIL 26: For an update on this, please see Update: Topic Page Experiment.
4 Tips for Small Businesses with Hyperlocal Blogs
As I type this, Anita Campbell of Small Business Trends is hosting an Intuit webinar called Get Fiercely Local Customers Close to You. (You can see the Twitter conversation on the #IntuitSMB hashtag.)
Anita invited me to share some tips for small business with local blogs — tips that answered this question/topic:
How to use a blog to enhance loyalty with existing local customers
That was a tough assignment because I wanted to customize my advice depending on the type of small business, and maybe even its location. But I eventually shared this list of four specific strategies/tactics that I think could apply to a lot of small businesses with hyperlocal blogs in any location.
1. Blog = Community Kiosk
Think of your business blog as the community kiosk, the place where locals go to find out what’s really happening around town — not just what’s happening at your business/store/office. You will create loyalty by becoming a trusted resource for local information.
2. Open Your Blog to Others
Don’t think of it as your blog; think of it as the community’s blog. Yes, you’ll share company news and information on occasion, but to create real local loyalty, you need to do more. You need to open up your blog to others.
Let your blog be the voice of community groups that don’t get attention from traditional media. Invite and publish guest posts from non-profits, local organizations, event organizers, etc. They’ll tell others about what you’ve done and become evangelists for you and your blog.
3. Be Visible Offline
I’ve written before about how posts on local events are some of the most popular content my wife and I write on our local blogs. What I suggest is this: Write about local events before they happen, but also attend events and then blog about them afterwards with photos. Show people what they missed. Be their eyes and ears at local parades, community concerts, etc. If you can’t blog about a big local event, find someone to be a guest blogger for you. (See #2 above.)
4. Avoid Negativity/Controversy
All this talk about being a community resource is fine and good, but it’s still a business blog that you’re running. You don’t have to blog about everything going on in town and risk alienating potential customers. I’d avoid politics on a hyperlocal business blog. I’d avoid being too critical of local groups, organizations, other businesses, and really just about anyone. You don’t have to be the town’s cheerleader who presents everything as Super-Duper Awesome, but you should skip the controversial stuff if you’re trying to build loyal local customers.
Your turn: I don’t know how many local business bloggers read this, but if you’re one, I’d love to get your thoughts on these tips — as well as your own tips for successful hyperlocal business blogging.
Manage Your Hyperlocal Blog with RustyBudget
I’d like to introduce you to a hidden gem of a tool that I think most hyperlocal bloggers could use in some way to make blog management easier. It’s called RustyBudget and I’ll get the disclaimer out of the way up front: My friend and Search Engine Land co-editor, Barry Schwartz, created the tool. (Well, his company did.)
But more importantly, this is the tool that Search Engine Land uses to manage its daily news coverage, and I’ve recently started using it to manage content on my blogs (Hyperlocal Blogger and Small Business Search Marketing, my wife’s main real estate blog, and our four hyperlocal community blogs.
How RustyBudget Works
I think the first thing I’ll do is show you the dashboard for my wife’s and my blogs. It might help if we start with what the final product looks like. (You can click to see a larger version on Flickr.)
Defining Your Audience
(This is a guest post by John Hawbaker, editor of Chattarati.com, a community news and opinion site serving metro Chattanooga, Tenn.)
If you’re starting a hyperlocal news blog, one of your biggest opportunities may seem at first like a big problem: you don’t have an audience.
Before you laugh, think about the daily newspaper in your town. It has probably been around for decades, and it may be the only reliable source for community news. And like traditional news outlets all over the country, it may be struggling to maintain its subscription and advertising rates. To do that, it needs to appeal to as broad an audience as possible. It needs to be all things to all people.
You don’t.
Matt’s recent post on the Pew Research Center’s “State of the Media” report cited some revealing statistics: only 35% have a favorite place to get news, and news consumers are frequently searching for local topics. Like Matt, I see this as a huge opportunity for new news outlets.
To take advantage of that opportunity, you need to first develop a community of devoted readers. You need quality over quantity. And that means that you need to define your target audience. With an eye towards the overarching goals for your blog, here are a few questions to help:
- What are 3 words you would use to describe your ideal readers?
- Are they active in civic or community affairs?
- Where do they typically shop or dine out?
- What national news and culture websites do they frequent?
- What do they think is missing from local news coverage?
Answering these questions should help you understand who you’re writing for and what you can offer that is distinct from other local news sources–key components for building a brand that inspires loyalty. This understanding should inform everything from what topics you cover to how and where you promote your site.
At Chattarati, our initial target audience looked a lot like our initial group of contributing writers: young, curious, tech- and design-savvy, with a host of influences ranging from Gothamist to GOOD to The New York Times. We’re passionate about politics and education; arts and culture; and creating lively, thoughtful discussions around the issues that affect our region.
Seth Godin recently wrote about “driveby culture,” asking whether he should write posts to increase traffic or help change the way people think:
In the race between ‘who’ and ‘how many’, who usually wins–if action is your goal. Find the right people, those that are willing to listen to what you have to say, and ignore the masses that are just going to race on, unchanged.
Because of his focus on the latter, Godin has actually done both.
You’ll have to make that choice on your own site, but choose wisely. How you define your audience early on will ultimately decide how they define you.
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