Writing Hot Headlines

1. Writing Hot Headlines What is SEO, why do we care and what do we need to do about it in 30 minutes or less because I’ve got an edit/copyedit/sitrep waiting for me…

2. What is SEO? • Search engine optimization: The process of improving the visibility of a web site or page in search engines via search results. • What are we talking about today? Natural searching – specifically how we make headlines more attractive to search engines with the resources we can control.

3. What do we want to do? • Write headlines that get “clicked on” by site visitors • Write headlines that get picked up by search engines or “crawlers” when people are browsing online so they get sent to www.stratfor.com and hit barrier pages • Write clearer headlines in general – transition to a revised style that eliminates country followed by semicolons

4. If I only remember one thing from this presentation what should it be? Crawlers…it’s all about the crawlers and Specificity (Sorry, I gave you two)

5. How do we do that? • Use simple language • Don’t use long, uncommonly used words like: devolution, paradigm, impetus, uptick, reshuffling, moratorium, implications • International readers will not immediately understand these words • Distinguish between words commonly used BY STRATFOR and words commonly in the larger universe ie the real world. • Titles that have uncommon words require more thought to process. New visitors will not take the time when they scan the page.

6. This does not apply to complex Country/Organization or 'industry terms' such as: sanctions, Medvedev, Hezbollah, instability – these are ok, just use them wisely • Visitors skim & scan pages quickly searching for what they want - put yourself in their shoes • If titles aren't specific or if they don't contain the keywords a visitor is thinking of, they won't even see the article title. • Titles should set the expectation of the content that follows it.

7. The visitor should know “when I click this article, I expect to read about xxxx subject” • Provide context in the headline. • “China: Crunch Time” does not provide context, unless I'm already aware of what China might have to worry about. (Don't assume the visitor knows what is going on in China)

8. Best Practices SEO = It’s all about the crawlers (Tips on SEO friendly headlines) • Factual, detailed titles work best • Use main keywords and/or keyword phrases • Make sure article titles show what the article is going to discuss • Ensure the article delivers on the title's promise • Save catchy and clever for the subtitle – if used at all • Write in a quickly scannable / readable format

9. Keywords: • Don't try too hard and “keyword stuff” the title • Adding a bunch of searchable words that don't “read well” as a headline is no more useful to visitors than a vague headline. • Choose words that a 'simple' person (like Marchio) might think of when they're researching a particular subject. • Each of the words within a title are what a search engine says the article is “about.”

10. Example: If Google sees our title “China: Crunch Time”, Google will say “Ok, This article would be great for someone searching for a combination of the words 'China' 'Crunch' and 'Time' …. Yet we don't care if we show up in the search results for “Doing Crunches in China” because that's not what our article is about. • Keywords used in titles should also be used repeatedly through the body of the article, for best search results. (ie., if the words “crunch time” don’t show up in the body of the China article, using the example above … )

11. Title format: • Incorporate the country names 'within' the title if possible. (we’ll see some examples in a minute) Subtitles/section headers within a piece: • These are just as important and hould follow the same principles as titles • Be specific to the content/main idea of the coming section

12. Internal Linking: • In terms of the number of words or length of phrases used as a hyperlink, shorter is better. • Set reader’s expectations appropriately. Proper nouns make a great link – they indicate precisely what the topic of the “linked to” article is going to be, if clicked. • Be specific: Entire sentences or vague phrases or dates are not good as hyperlinks, since search engine crawlers will return too many irrelevant results if these are clicked (remember, crawlers place the highest value on the EXACT words used in the link, though they also view the words AROUND the link as context). • We DO NOT lose link value by keeping hyperlinks brief. We DO lose value when hyperlinks are too wordy or vague.

13. When editing don’t expect analysts to apply SEO principles to the draft of the analysis submitted for edit. That’s your job, not theirs. • Consider/discuss with analyst whether appropriate to reword a sentence that maximizes value of the link. Acronyms • Acronyms are not a bad thing – but they are not always appropriate for titles. Issues to consider: • Many have multiple possible meanings, especially when considered in a universal, non-Stratfor context – so using acronyms in titles frequently runs counter to the principle of specificity.

14. If there are multiple possible acronyms for a given concept (ie., AQIM, AQLIM, etc.) or there are discussions about “what is the Stratfor style on X?” – this is a flag that using acronym in title may not be appropriate for our audience. • If when using an acronym you find it important to spell out on first reference within the article (note the very few exceptions to this rule in AP stylebook) – may not be appropriate for use in title.

15. Case Studies

16. Russia, Georgia: Imagery of Suspected S-300 Battery in Abkhazia I. Issues with this one: • Placement of country names – revise for SEO • Specificity – how well does “S-300 Battery” translate to the average searcher? And does “battery” land us on a search page with Energizer and Duracell? Are more general words better for the title itself? Consider leaving fine granular details to the teaser for specificity and clarity in other words…if Nate suggested it, think again. • “Suspected” can be indicated through phrasing title as a question also

17. Russia, Georgia: Imagery of Suspected S-300 Battery in Abkhazia II. Suggestions: • Hints of Russian Weapons in Disputed Territory • Russian Weapons Deployed to Abkhazia? • Russian Weapons in Breakaway Georgian Province? • Notes: Don’t worry about using question marks, sometimes they are perfectly appropriate just don’t use them because you are being lazy (you know who you are).

18. Russia, Denmark: Warming Relations and Moscow's Intentions I. Issues with this one: • Reordering country names necessitates different verbiage for clarity • Warming Relations is very “Stratfor” • What are Moscow’s “Intentions?” • What is this piece really about? We need to be specific and deliver on our “promise”

19. Russia, Denmark: Warming Relations and Moscow's Intentions II. Suggestions: • Russia’s Growing Interest in Denmark • Understanding Denmark’s Value to Russia • In Denmark, a Warming Climate for Russia? • A Warming Climate in Denmark?

20. Colombia: Blast in Bogota I. Issues with this one: • A vehicle-borne improvised explosive device targeted news agencies in the Colombian capital early Aug. 12. • Placement of country names -- title is fine but unmemorable, more context desirable • Think about what people are searching for and be specific…explosions, news agencies, bombs • Long isn’t bad, but shorter is typically better

21. Colombia: Blast in Bogota II. Suggestions: • News Agencies Attacked in Colombia • Bomb Targets News Agencies in Colombia • In Bogota, an Insurgency is Rekindled • News Agencies Under Fire in Bogota Blast

22. The Geopolitical Consequences of Pakistan’s Floods I. Issues with this one: • Pakistan’s Floods” – descriptive and specific – nice work there • Redundancy: all accompanying graphics establish this as our “Geopolitical” Diary … ergo, no need to include “geopolitical” in the title proper • -- “Consequences” is an imprecise word choice as pertains to the situation. • Let’s try playing up the political stability aspect that is central to the article

23. The Geopolitical Consequences of Pakistan’s Floods II. Suggestions: • The Unexpected Implications of Pakistan’s Floods • In Pakistan, Floods Reshaping Political Landscape • How Floods Will Impact Stability in Pakistan • Will Floods Sweep Away Pakistan’s Political Establishment?

24. Drought, Fire and Grain in Russia I. Issues with this one: • Good, descriptive label – no action or forecast indicated though (this is a great title for a map or GOTD) • But what is this thing really about? What does our piece say about Drought, Fire and Grain in Russia. • For SEO - include reference to the forward-looking angle of piece for interest:

25. Drought, Fire and Grain in Russia II. Suggestions: • Drought, Fire and a Hidden Opportunity for Russia • In Russian Disasters, an Opportunity for Gain

26. AQIM: The Devolution of al Qaeda’s North African Node I. Issues with this one: • Too insider-y without graphic (which won’t be scanned by web crawler) – What does AQIM mean to someone outside STRATFOR? • Title can establish place by using keywords in this case – “Maghreb” vs. “Africa,” for example – more specific to both geography and subject • Not sure how well “devolution” is understood in general context – so consider descriptive or other alternatives on this choice also

27. AQIM: The Devolution of al Qaeda’s North African Node II. Suggestions: • In Africa, an al Qaeda Node Weakens • The Outlook for al Qaeda’s North African Node • In the Maghreb, a Jihadist Group Loses Strength

28. What was it we were supposed to remember?

29. Crawlers…it’s all about the crawlers and Specificity

30. The End. Thank you and good luck. If anyone has questions about a title or anything else contact Jenna directly. Tips are appreciated.