Friday, September 05, 2008
The holy trinity of web editorial

As I mentioned in a previous post, there are three sources of web traffic/readership: direct, referred and search. In order to get the most mileage out of your editorial budget, you should consider all three of these when assigning/editing/repurposing content.

Ideally, you’ll want your content to be attractive to all three types of reader. For instance, if you’re assigning a story that will be a web throw from in-book, make sure to consider a) how best to optimize it for search and b) how to make it attractive for other sites – including social bookmarking sites – to link to. The same goes in other directions, too: if you’re creating a metapage (more on those later) aimed at search, think about how you can make it linkable and promote it to direct traffic, whether in-book or as a feature on your home page.

- Kat Tancock
About Me
Kat Tancock
Kat Tancock is a freelance writer, editor and digital consultant based in Toronto. She has worked on the sites of major brands including Reader's Digest, Best Health, Canadian Living, Homemakers, Elle Canada and Style at Home and teaches the course Creating Website Editorial at Ryerson University.
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