January 3, 2007

Adapting online newspapers to a search/Web 2.0 world

Filed under: journalism, newspapers, search, seo, web 2.0 — Rakesh Agrawal @ 7:13 pm

I’ve written earlier about troubles facing the newspaper industry as well as some ideas for improving online newspapers. Here are a few more ideas.

  • Make sure your pages are crawlable. Most newspaper sites do just fine at this when it comes to news stories. But if your entertainment guide, discussion boards, classifieds and other such content are on database platforms that aren’t being crawled, you’re leaving free traffic on the table.
  • Don’t rely on the front page. While most people start at the front page of a print newspaper, many of your online readers come directly into stories through searches, emails, IMs, etc. Showcase your best (and most current) content on each page in a continuously updated section.
  • Don’t require registration just to read stories. People want to consume your content; don’t keep them from it. If I hit a registration wall, I usually go away. If I really want to read the story, I’ll try BugMeNot. (Note that the top 5 sites on are newspaper sites.) I have to really, really, really want to read the story to register. And in that case I’ll give fake information. At the very least, if you require registration, make sure that traffic that comes from search engines or bookmarks at least gets the first few stories registration free.
  • Don’t expire content (unless you have to for licensing reasons). When I blog, I try not to link to stories from The New York Times because I know that after 7 days my readers won’t be able to see the story unless they pay for it. I usually try to find a similar story in The Washington Post because they don’t expire content. More inbound links mean higher search engine placement. Storage is cheap; it doesn’t cost much to keep old stories around. If you’re concerned about cannibalizing archives revenue, let users read a set amount of archived content a month free. (Casual readers won’t pay you for the articles anyway.)
  • Make sure you have feeds. In the early days of the online news business we thought we could get users to set the newspaper site as the homepage. The ship has sailed on that. Make sure that users who have set their homepage to MyYahoo, iGoogle and other portals can see your content easily by creating feeds of your content. Let them slice and dice to fit their particular tastes – just news for a specific town, a sports team, a columnist, etc. The Post does a great job of this.
  • Make it easy to find all work by your key columnists. I would love to see a page that revolves around Tom Siestema’s dining reviews or Neal Justin’s TV columns, that is easily accessible from all stories written by them. This page should contain recent articles, contact information, RSS feeds and email alerts.
  • Make sure your pages are bookmarkable. Much of the content I read is from blogs that reference them and emailed/IMed links. Sites like and digg also need static URLs. A “bookmark this” link that generates a custom URL isn’t good enough; users should be able to cut-and-paste from the browser address bar.
  • Don’t split stories across pages. It may get you more page views (and ad impressions) from a single user, but it’s a bad user experience. Don’t care so much about that? There are more selfish reasons. Stories split across multiple pages won’t get indexed correctly by search engines. They are also less likely to rise to the surface on social sites if users bookmark or tag different pages of the story.
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  1. hey Rocky, thanks for sharing, cheers

    Comment by Chris — January 3, 2007 @ 11:40 pm

  2. Many web pages are expired by publishers – despite cheap storage cost – leaving many websites with dead links to useful contents.

    Comment by Ainuddin Mohamad — January 7, 2007 @ 10:25 am

  3. Rocky:

    The NYT does have a system for long-lived links.


    Comment by Doug Fisher — March 2, 2007 @ 12:20 pm

  4. Doug,

    Does this take you to an archives page where you have to pay for the article (for older articles)?

    Regardless, this is asking a lot of users/bloggers. Bookmarking and sharing should follow Web conventions. If it involves anything more than Ctrl-D or cut-and-paste, it’s too much.

    Comment by Rocky Agrawal — March 2, 2007 @ 1:16 pm

  5. another one: use nice urls, not the abominations systems like interwoven produce.


    Comment by Gregor J. Rothfuss — April 7, 2007 @ 11:08 pm

  6. That’s a great point Gregor.

    It’s been a few years since I left the online news business, but one of the big handicaps we always had were the content management systems we were stuck with.

    WordPress is significantly easier to use and more powerful than the CMSs I’m familiar with.

    Comment by Rocky Agrawal — April 8, 2007 @ 8:24 am

  7. [...] when I drove to the school after the bus came back from the meet.  Rocky Agrawals has some advice that will probably help newspapers, if they will [...]

    Pingback by Random Sounds And The Decline Of Traditional News Media « Opportunity Knocks — April 8, 2007 @ 3:24 pm

  8. [...] Instead of trying to turn back time, newspaper companies need to embrace the link love and optimize that traffic to get the best possible return. I’ve talked about some of these techniques before: Making the most of search engine traffic and Adapting online newspapers to a search/Web 2.0 world. [...]

    Pingback by Who reads the front page? « reDesign — April 9, 2007 @ 6:16 pm

  9. [...] Adapting online newspapers to a search/Web 2.0 world Posted by Rocky Agrawal Filed in newspapers, web 2, rss, journalism, media, web 2.0 [...]

    Pingback by NY Times launches My Times « reDesign — August 24, 2007 @ 9:29 am

  10. [...] Adapting online newspapers to a search/Web 2.0 world (this blog) [...]

    Pingback by Google News starts hosting wire service content « reDesign — September 2, 2007 @ 2:20 pm

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