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Journalism 285 Mondays and Wednesdays 8:10 a.m. - 11 a.m., Room 26-207

This journalism course covers topics such as frequent updates, analyzing blog statistics, search engine optimization (SEO), social media strategies, and ethical issues in journalism. The course includes quizzes and lab assignments to help students understand and implement these concepts in their own work.

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Journalism 285 Mondays and Wednesdays 8:10 a.m. - 11 a.m., Room 26-207

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  1. Journalism 285Mondays and Wednesdays 8:10 a.m. - 11 a.m., Room 26-207 Course Info: http://cpj285.wordpress.com Dave Schermer Lecturer

  2. Quiz • 4 multiple choice questions based on readings and past classes • You can take it between 8:10 and 8:15 a.m. • To begin, log in to Blackboard, click “Assignments,” then click on the quiz.

  3. Audio Tips • Sound bites: 2-15 seconds • Natural sound • Use sound you recorded yourself • Nat sound full: 1-5 seconds • Background sound • Keep it low if combined with speaking • Start full, then reduce level

  4. Building an Audience Online

  5. Frequent Updates • Blogs need fresh content • More posts lead to more growth • News sites: multiple posts/day • Personal blogs: daily is best

  6. Who’s Visiting Your Blog? View your WordPress stats • Clickable chart • Top posts and pages • Referrers • Search engine terms • Clicks (outbound links)

  7. Web Site Analytics • Pageviews – total number of pages viewed in a given period • Visits – Number of times anyone visits the site (including repeat visitors) • Unique visitors - Number of times anyone visits the site (excluding repeats) EXAMPLE – John visits your site 3 times in a day and Sue visits 2 times: • How many visits? • How many unique visits?

  8. Google Analytics

  9. Referrers

  10. Search Engine Basics • Major source of your traffic • Spiders and robots • Crawl the web scanning text • Spider Simulator: http://goo.gl/Pj5IK • Index • Keywords • What people type in search box • Should be in your copy • Keyword checker: http://goo.gl/gLBGN (most important should be biggest)

  11. Search Engine BasicsMarket Share - September 2011 (comScore) • Google: 65.3% • Yahoo: 15.5% • Bing: 14.7%

  12. SEO: Search Engine Optimization • Want to get to 1st page of results (example) • Quality content is king • Use words people would search for • Inbound links (backlinks). Also, outbound and internal. • Title tag – should display headline (example) • Description tag (view source of CalPoly.edu) • Keyword tag • Give it time

  13. Social Media • Facebook • Twitter • Publicize on WordPress (Settings/Sharing)

  14. Google Tools • Webmaster Guidelines • Starter Guide • Google Insights • Paid search results: AdWords

  15. Ethical Issues • Write for readers or robots? • Should news coverage be based on stats?

  16. SEO Headlines • Headlines viewed more than the story • Critical for search engines • Not about being clever or witty • Make them simple, clear and direct • Give main idea of the story • Give location (common in searches) • Use keywords people would search for. Those words should also be in the story. • Specific keywords better than general

  17. SEO HeadlinesNOT ABOUT BEING CLEVER Non SEO: What’s in a name? SEO: Netflix drops plan to rename DVD service to Qwikster

  18. SEO HeadlinesSPECIFIC BETTER THAN GENERAL Non SEO: Restaurant chain adding second local location SEO: Second Chipotle restaurant coming to San Luis Obispo

  19. Today’s LabAssignment 5: SEO

  20. Homework • Create a Twitter account if you don’t have one • Follow at least 3 people related to your beat

  21. Reminders • Assignment 4: Interactive Feature (Timeline) due next class • Blog Post 6, due Wednesday 11/9 • Assignment 5: Search engine optimization, due Monday 11/14

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