How can publishers maintain high visibility on search engines without losing their brand distinction?
Decide where to draw a line in the sand.
If you want to chase big numbers then you risk losing brand distinction, because you’re going to have to publish outside your niche. If all publishers start using the likes of Google Trends, Blogpulse and Twitscoop to drive editorial agenda then we’re in danger of creating a homogenous media.
But if you use these tools to analyse and deliver what’s relevant to your core audience then you maintain your editorial voice, and that’s the path I think publishers should follow.
Por Drew Broomhall, editor de Times Online, en Netimperative – vean Periodismo y SEO I
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