Optimizing Your Web Site for Discovery: A Workshop

Make, Market Chelsea-Gotham
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Introduction – 2 minutes
Overview of Discovery Landscape – 8 mins

  • Search Engines
  • Blogs
  • Social Networks
  • Email

Optimizing for Search Engines using your CMS20 mins

  • On-Site SEO vs Off-Site SEO
  • Explanation of HTML’s information hierarchy and why it matters
  • Content Hierarchy within a page (Title, Headers, links, text, etc.)
  • Internal Linking

Optimizing for the Blogosphere (active content marketing) – 20 mins

  • The “Content Vacuum”
  • Why your original, edited, expert content is valuable
  • Timing your content release
  • Targeting your content release
  • Making your content easily repostable or portable

Optimizing for Social Networks (passive content marketing) – 20 mins

  • Value is shared, not commercials
  • Targeting your audience (quality over quantity)
  • Open Graph
  • Interactions which reach the 2nd-level of followers

Optimizing Email Campaigns – 20 mins

  • Newsletters: Paper vs Digital
  • The new goal of email marketing
  • The tools (ConstantContact, MailChimp, Bronto, etc.)
  • The content (time-saving tips: rss emails, pre-written blog
  • The schedule
Photo of Jesse McDougall

Jesse McDougall


Jesse is a social media consultant and web programming geek living in the woods of Vermont because he can’t bring himself to leave the gardens and swimming holes. Currently, Jesse is co-owner of Catalyst Webworks—a web development and social media consulting firm in White River Junction, VT. In this role, Jesse travels the country teaching businesses and organizations how to tap into the power and audiences of the web without annoying or alienating their customers.

Jesse is the author of several books about internet ventures including Expand Your Business Using eBay, and Start Your Own Blogging Business. He is currently writing two new books about Internet marketing—both to be published by O’Reilly Media in 2012.

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Picture of Jesse McDougall
Jesse McDougall
01/09/2012 11:58am EST

Hi Ross,

Thanks for the question. Yes. In fact, the whole presentation will be focused on how to make paid content discoverable through the use of content marketing & SEO. In some strategies I’ll discuss, free content is used to:

  • whet the consumer’s appetite,
  • establish you as an expert in the field,
  • spread your content through social sharing into targeted audiences,
  • establish trust and enthusiasm in the audience.

The over-arching goal, of course, is to sell more content—in whatever form that takes: books, e-books, semiars, webinars, etc.

In content marketing, paid content is made discoverable through free content. I’ll discuss what types of content you can use so that you don’t have to give away the store, so to speak.

Also, my session is evolving a bit from what I’ve listed above—all of which I still plan to cover. I’ve put up my latest thoughts on the session here: jsmcdougall.com/speaking-at...

Let me know if you have any other questions. I’m happy to help.

Thanks Again, Jesse

Ross Heritage
01/09/2012 10:52am EST

Hi Jesse,

Do you plan on talking through issues around making paid-for content discoverable for search/blogs/social?


  • Publishers Weekly
  • Ingram Content Group
  • codeMantra
  • Impelsys Inc.
  • SPi Global
  • Baker & Taylor
  • Blackboard
  • Bowker
  • Hewlett Packard
  • Innodata
  • Jouve North America
  • MarkLogic
  • Newgen KnowledgeWorks
  • Océ North America
  • Temis
  • Aptara
  • Atex
  • LibreDigital
  • Media Services Group
  • MarkLogic
  • Smashwords, Inc.

For information on exhibition and sponsorship opportunities at the conference, contact Sharon Cordesse at scordesse@oreilly.com

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