In Vietnam, e-newspapers have also initially focused on the process of creating and using the most optimal keywords, but have not yet caught up with the development of e-newspapers in the world. The study and summary of experiences of e-newspapers in the world have not yet received due attention from e-newspapers in our country. Therefore, Vietnamese e-newspapers need to pay attention to this issue to be able to catch up with the continuous development of this field in the world in the coming time.
Chapter 1 Summary
Chapter 1 has solved theoretical and practical problems related to keyword creation in Vietnamese electronic newspapers. The author of the thesis has clarified the concept of electronic newspapers, CMS content management system, keyword concept, keyword types, their roles and how to create keywords.
The most general and necessary theoretical issues about keyword creation in online newspapers are raised in chapter 1, creating the basis and premise for approaching the following chapters, especially chapter 2, which studies the current situation of keyword creation in 3 newspapers under survey.
Chapter 2
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CURRENT STATE OF KEYWORD CREATION IN VIETNAMESE ELECTRONIC NEWSPAPERS
2.1. Introduction and 3 newspapers under survey
2.1.1. Vietnamnet
Vietnamnet's initial starting point was the VASC Orient information page, established on December 19, 1997, under the Software and Communications Company (VASC) - Vietnam Posts and Telecommunications Corporation (VNPT). At that time, Vietnamnet was the first and largest online information system in Vietnam. On January 23, 2003, Vietnamnet was officially licensed to operate under the domain name vietnamnet.vn (or vnn.vn). The newspaper has sections such as international, information technology, sports, music, fashion and online interviews, listening to music.
2.1.2. VnExpress
VnExpress was founded by FPT Corporation, launched on February 26, 2001 and was licensed by the Ministry of Culture and Information No. 511/GP - BVHTT on November 25, 2002, currently managed by FPT Online. VnExpress is the first electronic newspaper in Vietnam without a paper version. According to Alexa's rankings, VnExpress ranks 9th in the list of most visited sites in Vietnam, also according to this ranking, VnExpress is currently ranked 870th in the list of most visited websites in the world.
2.1.3. Zing News
Compared to the two newspapers above, Zing News, also known as Tri Thuc Truc Tuyen electronic newspaper with the domain name zing.vn, is a relatively young electronic newspaper but has achieved many successes. In particular, this is the newspaper with the highest Alexa ranking compared to the other two newspapers. Zing.vn was established by VNG Corporation and officially launched in January 2008 as a news site and immediately "covered" all entertainment information activities for teenagers.
By August 2008 – Zing.vn became the most visited website in Vietnam according to Alexa ranking. April 2009 – Zing.vn won the Sao Khue award presented by VINASA.
April 2010 - Google AdPlanner announced that Zing.vn reached over 1 billion monthly visits, a new record for the most visited website in Vietnam.
February 2012 – Zing.vn portal ranked first in the top 100 Vietnamese websites with 16 million users. And on August 8, 2013, Zing.vn officially became an electronic newspaper with license 236/GP-BTTTT with the governing body being the Vietnam Publishing Association. Currently, Zing.vn ranks 7th on Alexa’s rankings, after Google.com, facebook.com, coccoc.com, youtube.com.
2.2. Survey of keyword creation in 3 newspapers
2.2.1. Regulations of newspapers in using and creating keywords
According to the results of in-depth interviews conducted by the thesis author, nearly 100% of the works of the 3 surveyed newspapers applied Google search engine optimization methods, however, not all works applied all the optimization methods mentioned in chapter 1. Reporters, editors, and technical staff all participated in the process of applying Google search engine optimization to electronic newspaper works.
Newspapers have also begun to provide guidance and set regulations for reporters and editors when applying SEO.
2.2.1.1. For Vietnamnet newspaper
Ms. Le Cam Quyen, deputy head of the news department of Vietnamnet Newspaper, said: Vietnamnet has updated the keyword field in each article as well as provided specific instructions to reporters on how to set specific keywords for articles so that reporters can be proactive in their work. Basically, reporters and editors have basic concepts about keywords.
Vietnamnet focuses on tag insertion. Depending on each section, the number of keywords in the tag will be different and the implementation of SEO will also have differences. But in general, for each work, reporters will insert from 2 to 10 specific keywords, showing the main content of the work.
The title should not exceed 13 words and must contain keywords. Keywords should also be in the introduction, preferably in the first 20 characters. Keywords will be spread throughout the work to ensure the content and form requirements of the work. However, if conditions do not allow, Vietnamnet still prioritizes ensuring the content of the work first.
For keyword optimization in images, Vietnamnet does not require inserting keywords into photo captions. For photo series and photo reports, keywords must be included in photo captions.
Keyword insertion – tag is a mandatory step in Vietnamnet e-newspaper. The first keyword is entered by the reporter who writes the article and enters the article into the CMS content management system. Then, during the article approval process, the editor will review and edit the keyword before publishing.
2.2.1.2. For Vnexpress newspaper
According to reporter Nguyen Nam Phuong - Editor of VnEpress newspaper, this agency attaches importance to tag insertion - here understood as keywords of each article. At meetings, reporters are always reminded about how to create and use tags.
VnEpress's CMS content management system always requires reporters and editors to put keywords in tags. If the tag is not entered, the system will not save the article, which means this is a mandatory operation. In addition, the newspaper's editor system also has a technique to support the placement of appropriate tags.
“Keywords are filled in by reporters themselves during the import process. Keywords must be content related to the article. It is the word that helps readers easily find the article on search engines.”
The selected keywords are phrases that appear in the title, the cover, and many times in the article. In particular, those keywords must have many accompanying articles. When clicking on any tag, the newspaper will display a series of other articles containing that keyword or content related to the article.
According to reporter Dong Thi An, VnExpress newspaper, this agency does not control the number of keywords, reporters can put as many as they want. VnExpress limits keywords that are too long and keywords that only have one article in them.
For example, an article about male cancer will have keywords such as cancer, male cancer, cancer treatment, early detection of cancer, etc.
Keyword generation will have technicians assisting in evaluating effectiveness and relevance.
2.2.1.3. For Zing News
According to reporter Nguyen Thu Ha - Health department of online newspaper Tri Thuc Truc Tuyen Zing.vn, in early 2016, this agency started hiring SEO companies to support the search engine optimization process. They have held training sessions on optimization skills, in which keywords are considered the core issue. The sessions have helped reporters and editors have basic awareness of creating keywords and optimizing them, initially applied in the process of creating an online newspaper. In addition, experts work with the technical team to regularly monitor and remind reporters and editors about creating keywords. They also monitor keywords that are trending a lot to suggest reporters to write corresponding articles. In the near future, the newspaper will also calculate the score for keyword creation and effective keyword use according to a scale and include it in royalties. This makes reporters and editors more aware and responsible in the process of writing articles and creating appropriate keywords.
Mr. Nguyen Tien Dung, Secretary of Zing News newspaper, said that Zing News' CMS system has changed the way keywords are entered since the beginning of 2016. Accordingly, keywords are the first required field to be filled in when
After entering the keyword, the system will open and allow you to enter other items such as title, sapo, content, etc. In which, keywords are divided into 2 parts. Each article will have a single main keyword, usually a long keyword, fully expressing the content of the problem the user is searching for. Second, tags are understood as secondary keywords, distinguished from main keywords by the following criteria: words with similar meanings to keywords, single keywords according to the formula Who - Where - What - When related to the content of the article. Each article should contain 5 keywords including 1 main keyword and 4 tags.
In particular, the main keyword should be placed in the title but should not be exactly the same as the title. For example, if the main keyword is “Tran Lap passed away”, the title should be “Musician Tran Lap passed away at the age of 42”. The main keyword should be placed at the beginning of the title, not separated by special characters. The main keyword is also recommended to be placed in the foreword, main text, photo captions and sub-titles.
2.2.2. Frequency and number of occurrences of keywords
Because the number of electronic newspaper works using keywords is very large. Therefore, the author of the thesis will survey the current situation of keyword creation on electronic newspapers through 3 prominent current events that the public is interested in, taking place from July 2015 to April 2016.
To ensure the accuracy and objectivity of the search results, the author conducts the search in incognito mode and deletes all browsing history and search history. For each event, the author will use Google's support to find the most searched keywords corresponding to each event. The search results table returned by Google will show the location of links related to that event on websites, including works from 3 surveyed newspapers: Vietnamnet, VnEpress and Zing.vn. The author will choose to analyze specific works from 3 surveyed newspapers within the first 30 positions (first 3 pages) of the search results table. The analysis will be based on the characteristics of the keywords such as frequency, quantity, position and keyword optimization methods.
on search engines. From there, the author of the thesis will point out the reasons why the work of this electronic newspaper has a higher position than the work of other newspapers.
2.2.2.1. The massacre in Binh Phuoc
On the morning of July 7, 2015, in Hamlet 2, Minh Hung Commune (Chon Thanh District, Binh Phuoc), a serious murder case occurred, killing 6 people. The perpetrator was Nguyen Hai Duong, who had a relationship with the daughter of Mr. My, a wood tycoon in Chon Thanh District (Binh Phuoc). Because his girlfriend's family forbade it, he harbored hatred and decided to kill the whole family in revenge. Nguyen Hai Duong murdered 6 people in Binh Phuoc with two accomplices, Vu Van Tien and Tran Dinh Thoai, after interrogating them for money but getting nothing. Only baby Na (18 months old, the youngest child of Mr. My and his wife) was not murdered. Before escaping, they searched and took 5 phones, an iPad and many other items.
Four days after the massacre, Duong and Tien were arrested. This particularly serious case, which shocked public opinion, was directed to be brought to trial within one month after the investigation was completed.
To conduct the survey, on December 25, 2015, the thesis author searched on Google with the keyword “Binh Phuoc massacre”. After 0.35 seconds, Google returned 878 thousand results. In the first 3 pages of Google results, Zing News had a series of articles “Binh Phuoc massacre: Trial of Nguyen Hai Duong and his accomplices news …” ranked 2nd, Vnexpress ranked 4th with a series of articles with the topic: “Massacre of 6 people in a villa”, only Vietnamnet did not have any articles in the top 30 in the results table.
For the electronic newspaper Zing News, on the Google search results table, the link: “Binh Phuoc Massacre: Trial of Nguyen Hai Duong and his accomplices, news …” appears with the following characteristics: the keyword “Binh Phuoc Massacre” appears in its entirety and the keyword is placed right at the beginning of the title, without being separated by any other characters. On the results table, it also appears with the description: “ Vu antham