Logo

Guest Commentary: Steve Rosenberg

Jun 1, 2008  •  Post A Comment

How do you turn your on-air brand into an online powerhouse?
In the quest to boost revenue these days, a variety of tactics are under the microscope. But let’s start with one of the more tactical—your Web site.
Whether you run a station group, cable network, production company or just about any other enterprise comprising “traditional media,” there are steps you can take now to quickly start building a thriving online business by increasing your traffic and, ultimately, your ad rates.
The first requires changing your mindset. Instead of looking at your Web site as a mere promotional extension, see it as a standalone business that one day could surpass revenues from your existing business.
Your brand holds tremendous value and awareness, much more than some obscure Web-only site with a questionable valuation.
The process begins with making your site accessible to search engine users by watermarking logos on your online videos, then placing them on video search and user-generated content sites.
Other tactics include adding “tags” (keywords) to videos, so when someone types in “favorite TV stars” or “best television shows” on Google, your site appears.
You also can try to enhance visitors’ overall experience by linking text to your video. And what better way to know how to find your audience than by inserting code that prompts visitors to enter their e-mail addresses before viewing clips.
TV stations, meanwhile, should consider bidding on keywords to tie Web sites to attention-grabbing news events. A user typing in “Democratic presidential race,” for instance, would be linked to your political coverage.
In addition, paid search can be utilized to capture stories as they break. So if you had bid, say, 50 cents per keyword on “Eliot Spitzer” when the scandal broke, you would have driven those typing in the former governor’s name to your station’s Web site in a New York minute.
Once at your Web site, users are more apt to stick around to peruse other relevant stories and information. Each new page view brings additional revenue opportunities and brand reinforcement.
Another proven tactic, known as Web 2.0/Social Media Optimization, allows for the greater propagation of your brand and assets across the Internet; however, it does require giving up some control in the process.
If you’re willing—and the rewards can be well worth it—make sure your marketing department includes your brand in discussions on other popular sites and blogs.
Specific Web 2.0 steps include direct referrals, or inbound links, which allow bloggers on related sites to link directly back to your site, or at least to a page referencing your site.
Along the same line as inbound links are permanent “ad” placements, which can be purchased on an individual basis for about $50 per month. Both methods connect to other well-viewed publishers’ sites, providing greater exposure and search engine rankings.
Social media also allows you to operate subversively. Your TV station, for example, can drive traffic by placing a recipe elsewhere on the Web to plug a newscast cooking segment that has been repurposed on your Web site.
The final measure under Web 2.0 Optimization is targeting key social media sites such as Digg, StumbleUpon, Flickr, YouTube, Google Blog Search, General Buzz, Yahoo! Answers and Wikipedia. Publishing content or adding bookmarks or comments on these sites will help build your brand, drive people back to your Web site and increase your search engine rankings.
You should also focus on making changes or enhancements to your Web site to improve its natural search ranking. Begin by reorganizing the navigation on your sites, which can be done by writing “keyword-rich” text links and moving the most-often clicked content toward the top of the page.
While the method is less effective for graphic-intensive sites than Search Engine Optimization (SEO) —a series of paid methods designed to dramatically increase visibility on search engines like Google and Yahoo and significantly raise traffic—it may suffice in increasing additional visits to your Web site.
An added step to consider is installing tracking software. It will permit you to see what pages and keywords are clicked most often, how many visitors the site generates, where traffic originates and how to improve the search campaign. That information, in turn, will allow you to decide what pages to keep, increase or delete.
The final tactic to review is link building. Essentially, this tactic involves getting more qualified and quality back-links (links from other Web sites) to link to your station’s Web site. More outside links equate to more “votes” from major search engines and higher Google page rankings.
And, with them, the greater your bottom line becomes.
Steve Rosenberg, formerly president of Universal Domestic Television and co-president of Universal Television Distribution, is CEO of PV Media Group, comprised of online advertising network AdOn and SEO marketing firm Prime Visibility.

50 Comments

  1. Great post!

  2. Thanks for the great post Steve! Many people forget how important link building is. Even after years, the one thing that has never lost its value in the SEO industry is content. Besides content, Matt Cutts has also mentioned other ways to get natural links in his Webmaster Video series… The details are available on http://blog.directorymaximizer.com/2010/07/23/matt-cutts-tips-on-link-building/

  3. Some people just dont understand, patents are needed otherwise, when the inventor cant sell his product. the real networks Philosophy… “When you can’t sell your products on your own, just sue anyone else that does the job better.” Patent An Invention thank you

  4. Good post, thanks

  5. Excellent job.

  6. Wonderful to read!

  7. hello there,I think i found a great tool to generate backlinks,I found your site on google I think Im gonna come back soon to let you know about this software!

  8. good morning there,I found your site on google and yahoo,I wanted to comment about this software that Im using to get backlinks and everybody is talking about it.Im gonna come back soon to let you know a little more about it.great site by the way! have a great day!

  9. Wonderful to read!

  10. I will add this blog as a favorite very informative and i like the overall desighn of this blog thanks for sharing.

  11. I thought this thing only exist in movies….
    Holy Shit! Unbelieveable video!!
    http://www.youtube.com/watch?v=uXZglaTfrMY
    Richard Berrye daemon252@hotmail.com

  12. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  13. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  14. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  15. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  16. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  17. Thank God we have a common interest, thank you for sharing, you’re a good author. Hope to see more of your articles. Juno sincerewholesale cheap nhl nfl jerseys.

  18. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  19. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  20. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  21. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  22. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  23. I know that this point is somewhat offtopic however, I came across this blog the other week which is really good for guys looking to increase their search engine ranking on Google or any other SE. It’s all about the impact of Google Instant Preview and It’s affect on Search Engine Optimization. It seems very helpful so I decided I’d share it with you. By the Way I couldn’t figure it out for a whilebut you need to click on one of the links on the left banner to go through to the main article.

  24. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  25. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  26. Thank you for the sound critique. Me and my neighbor were just setting up to do some research about this. I am very glad to see such great info being shared freely out there.

  27. While this topic can be very challenging for most people, my opinion is that there has to be a middle or common ground that we all can find. I do appreciate that you’ve added relevant and rational commentary here though. Very much thanks to you!

  28. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  29. Hello, I found your blog in a new directory of blogs. I don’t know how your blog came up, must have been a typo, Your blog looks good. Have a nice day.

  30. Wow i like yur website. It really helped me with the information i wus looking for. Appcriciate it, will bookmark.

  31. Amazing freakin blog here. I almost cried while reading it!

  32. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  33. Every last once in a when I find a little something worth reading through when I’m surfing the online. Bravo?- thanks for creating real content here?-

  34. Just discovered this site thru Google, what a way to brighten up my day!

  35. Design of this blog is DAMN GOOD. I really like it.

  36. I’ve meant to publish about a thing like th is on one particular of my blogs and th is gave me an strategy. TY.

  37. Nicely said, agree with pretty much everything there. Thanks 😀

  38. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  39. Kind Regards,

  40. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  41. I like the journalism relevancy of your site and it will a beautiful decent job of presenting the info.

  42. Good read. I saved the page for future visit.

  43. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  44. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  45. I wonder how did new msn logo get to the worst l ist?

  46. Did you get a kick-back from AOL or one thing?

  47. Amazing freakin blog here. I almost cried while reading it!

  48. Fantastic info. I am going to need some time to think about this story!

  49. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  50. Insightful website=) I am going to want a good amout of time to think about the writing.

Leave a Reply to Online Trading Cancel Reply

Email (will not be published)