Daily Mail

How The Guardian became the most tweeted UK newspaper

Stories from The Guardian are tweeted on average 392,358 times per week making it the most popular newspaper in the UK on Twitter.

This is followed by The Daily Telegraph (307,690 tweets) in second place and the Daily Mail (237,381 tweets) in third, meaning that the Daily Mail’s content is 92,000 tweets less popular than The Guardian’s.

Why internal links and hub pages are a major factor in SEO success

Here’s an example which highlights the importance of internal linking and the creation of hub pages. 

To demonstrate this, I’ll look at the Guardian and Mail Online’s SEO and internal linking strategy, and the marked contrast between the two.

We’re looking at publishers here, but the principles apply equally to any website. 

In the run up to the tournament, most major news sites created World Cup hub pages for the term, which is likely to be the most popular of 2014.

These hub pages gathered the World Cup content in one place, and should be the most useful for people searching on a generic term.

Ideally, publishers would want these pages to achieve a consistently high ranking over time for the term, allowing them to direct users to other areas of the site. 

Us Vs Th3m: shareable content beats traditional SEO

Or how Us Vs Th3m earned loads of links by ignoring traditional search marketing…

Us Vs Th3m is essentially a Tumblr site with a wry eye on popular culture in the digital world. Think Buzzfeed but way more cynical.

If you haven’t heard of the site by name, chances are you’ll be aware of and have probably played certain games that regularly dominate Facebook for an intense period of time. ‘How much are you hated by the Daily Mail?’ and ‘What’s the theme tune of your life?’ for example.

Us Vs Th3m has made hundreds of those types of games and almost all of them have been massive viral smashes. In fact Us Vs Them is quite notable for only being one year old and yet regularly and consistently dominating social media and search engine results pages.

The site may be owned by the Trinity Mirror group, which also publishes the Daily Mirror, People and 240 regional newspapers around the UK making it the country’s biggest newspaper group, but it doesn’t rely on its parent company to do its heavy lifting for it.

It merely has to rely on you and the rest of your friends on Facebook.

I attended BrightonSEO last week and listened to the keynote speech from Trinity Mirror’s product director Malcolm Coles, who had the following to say about the success of Us Vs Th3m’s social and content strategy.

Are there any serious lessons to be learnt from Mail Online’s content strategy?

Despite its reputation, Mail Online is the world’s most popular online newspaper, which must also make it the world’s ultimate guilty pleasure.

Often those who visit the site are dubious about the news value, yet the images of half-dressed celebs and salacious gossip keep them coming back for more.

The Mail has perhaps been forced to adopt this model as it needs to chase pageviews above all else in order to maximise its ad revenue.

The only other realistic option is to duck behind a paywall, but it’s not difficult to find celebrity gossip elsewhere on the internet, so it’s doubtful that this would be a profitable strategy.

But is the Mail’s enduring popularity something that brand marketers can learn from?

I took a look at its content strategy to find out…

Daily Mail beats rivals to achieve most +1s on Google+

Stories from the Daily Mail and the Telegraph receive the most +1 recommendations on Google+, although the Financial Times has more followers according to analysis by Searchmetrics.

A study into 13 national newspapers found that only nine of them have official G+ pages.

These papers are included in a total of 544,545 circles, with The Times, The Sun, Daily Express and Daily Star absent from the social network.

372,159 people were recorded as having the Financial Times’ G+ page in their circles – the Guardian came second with 75,255 circles and the Independent came third with 60,195.

Publishers see surge in traffic as consumers search for ‘iPad 3’

Apple’s rumoured iPad 3 launch has had an unlikely knock-on effect as consumers search for news ahead of the official press event later today.

Data from Experian Hitwise shows that TechRadar recieved the most traffic (7.25%) from the search term ‘Apple iPad 3’ last week, followed by Crave from CNET at 4.22%.

Surprisingly, the Daily Mail came third, despite the fact that it is not generally associated with technology reporting, then followed by Computer World and BBC News.

Publishers: don’t annoy users with audio

One of the most annoying things for me is the automatic playing of audio
when you arrive at a webpage, and I’ve
come across a few examples of this on a couple of publishers’ websites lately.

There is a trend over the last year or so for news websites to add video players showing things like Premier League highlights next to articles. This gives users another reason to come to the site, but publishers should be careful not to annoy users with intrusive audio.