Ten quick wins to make most out of CIAT’s Web publishingMar 14th, 2011 | By Simone Staiger | Category: Knowledge Management, Tools & Methods
Last week our Capacity Initiative invited John Oliver Coffey from the Cali based Net Midas (http://netmidas.com) company to give a three hour workshop on tools and tips to optimize CIAT’s Web traffic, including social media, and optimize search engines, among others . Participants came from our IT department, Communications unit, and the DAPA team.
The amount of information and insights were overwhelming and it seems that we have to take this issue seriously, and invest some time for exploration and action in order to make more out of the content that we publish. That was precisely one of John’s key messages: “Today, it is not enough to publish content and leave it there”, which means that we need to know and target our audiences, we need to establish key performance indicators, analyze consequently the statistics, and do “reputation management”.
Even if we are all aware of it, last week John helped us with some eye-opener tips on how to take action. Here is a very quick list of 10 best bets which is only a selection of all the suggestions we received (many thanks to all the colleagues who shared their notes):
- Take advantage of the existing Google tools: Assure presence in reader’s tools like Google gadget to customize iGoogle, and use Google News site map formats
- Search via Google Alerts to quickly screen what others write about related topics or use Google Reader to follow related blogs and Web sites.
- Check out the Google Analytics report with more of a focus on repeat visits and whether our visitors are going beyond the front page. We should try to segment the Google analytics report in order to take out internal traffic and segment it by Spanish-speaking and English-speaking, North-South, etc. This will help us get a better idea of whether we are reaching our intended audience.
- For our blogs, we have to use always the latest versions of WordPress to prevent hackers and viruses.
- Be strategic when we decide the title of our blog post or news item: It should contain the keywords people are looking for. So a metaphor might not be a good title but perhaps a great subtitle.
- Do Link Building: First of all watch out for your link popularity using services like: http://www.opensiteexplorer.org or http://siteexplorer.search.yahoo.com
- Use syndication tactics (syndication meaning: how to make it happen that our content is re-published). We specifically liked the advanced Google formula John uses to make specific searches to identify potential “syndicators”.
- We should look into http://hootsuite.com which John says is the best tool to screen our social media presence and networking potential.
- Take care of keywords. Many of the above tools can help to see how people search us and we should use related and specific tags, also for the images we insert.
- Use the social media listening tools mentioned above to identify potential partners and like-minded people and comment on their blogs and sites so they become readers of our content.
Makes sense, no? So let’s do it!