In an article on the most popular online stories of 2010 in the Lawrence (Kansas) Journal-World, Whitney Mathews discusses writing headlines with “‘Google juice’” to attract traffic — In other words, using the principles of Search Engine Optimization (SEO) — Mathews talks especially about a syndicated AP story in April for which they made the headline “iPad vs. Kindle” — With this short, pithy headline, the article has consistently been in the top ten hits in Google searches ever since (which I confirmed several times in the last few days), and of course has brought a lot of traffic.
I’ve been aware of the importance of choosing language carefully to bring search engine traffic since the early days of Hardin MD, before SEO became big business, and I’ve been surprised that libraries have been so slow to put it to use. Recently I’ve been paying attention to publishing and journalism because I see that people in those fields are thinking about many of the same digital-future questions as librarians. So I was glad to find, in the Lawrence story, that journalists ARE thinking about crafting their stories to be found by Google. A bit of googling (searching for SEO newspapers site:edu) showed that Lawrence is not alone — There’s a lot on SEO and newspapers.
How about libraries? …
Comparing journalism to librarianship, searching for SEO libraries site:edu finds very little — Actually, I’ve been doing this search periodically for several months, and have never found anything in the top ten, until today I did find one piece, a Word document from Binghamton University Libraries (YAY!) on using SEO for their web pages.
What’s Chocolate got to do with the story? …
It just happened that this week, as I was reading about SEO in Lawrence, I was also following a NY Times story with the catchy title Giving Alzheimer’s Patients Their Way, Even Chocolate. This was a lengthy article about an innovative Phoenix nursing home, with only incidental mention of chocolate, but the smart headline writer with some SEO-savvy used the word to get attention — The story was in the top ten most emailed NYT stories all week, and I suspect the chocolate hook had a lot to do with that.
And finally, with my mind on chocolate and libraries, I found this cute little article that was my most popular tweet of the week, no doubt showing the (SEO) power of chocolate! …
ericrumsey: How about a Library with Chocolate instead of Books? NY Educ Dept says NO! http://nyti.ms/fJoGlI
Thanks to my son Brian Rumsey, who lives in Lawrence, and brought my attention to the Journal-World story.
Eric Rumsey is at: eric-rumsey AttSign uiowa dott edu and on Twitter @ericrumsey