Daily Mirror associate editor, Matt Kelly puts SEO second, audience first

Posted by Spencer Jenkins on December 2, 2009 at 5:30 AM

A UK Tabloid is not focusing on search engine optimization for their Web site but rather on human interests.

During the WAN-IFRA 2009 World Newspaper Congress, Associate Editor of the Daily Mirror, Matt Kelly, said that by seeking big audiences, we have devalued the content in the minds of users.

Users- not readers, customers, or viewers- find content in a search engine and devour it and repeat the process like locusts, he said.

After the tabloid was relaunched in 2008, it had a 107 percent year on year growth with a 59 percent UK audience, he said. The Daily Mirror was relaunched with human interest in mind, rather than SEO or advertising in order to enhance the number of engaged readers.

"The relaunch was a terrific success," he said.

Three months ago, the tabloid launched two new stand alone Web sites, 3am: Gossip Gone Toxic and Mirror Football. The web sites were created with a main focus on what is unique and brilliant to engage an audience, he said.

The "SEO fraternity" has been outraged by the lack of SEO optimization being used by the tabloid, he said. People find the websites through bookmarks, directly typing in the URL, referrals from informed sources, and social networks.

According to Kelly, "not recommedation from a search engine, but recommendation from a friend, thats how you build a meaningful audience."