Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content Marketing Workflows

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Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key …

Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.

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  • 1. San  Francisco  •  September  10–13,  2013  •  #SESSF  @SESConf   Enterprise  Workflow  Op0miza0on   Maintaining  an  Indexable  and  Findable  Website   Andrew  Delamarter   Huge   Director  of  Search  and  Inbound   Marke0ng  
  • 2. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Agenda:   1.  Background  2.  Approach     3.  Workflows  4.  Case  study    
  • 3. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce About Huge
  • 4. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Third-largest mobile agency According to AdAge for 2012. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
  • 5. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Approaching   Enterprise  Content.  
  • 6. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce “Build  it  and  they  will  come.”  
  • 7. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce “Plan  it,  invest  in  it,  build  it,  op0mize   it,  syndicate  it,  distribute  it,  cross-­‐ post  it,  promote  it,  link  to  it,  report   on  it,  and  constantly  improve  it.”   And  they  will  come.  
  • 8. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Goal:  End-­‐to-­‐end  content  ecosystem.   Plan   Create   OpKmize   Publish  Promote   Build  links,   authority   Syndicate   Report     •  Keyword-­‐informed  editorial  plan   •  SEO  Gates  and  publishing   •  Drip-­‐feed  to  properKes   •  Syndicate   •  Build  links   •  Build  social  authority   •  Report  and  opKmize  
  • 9. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Overall  approach:  Keywords  at  the  front,   metrics  at  the  back.   Target   keyphrases   } Search •  Keyword referrals, rankings •  Mobile search referrals •  Desktop keywords •  Mobile keywords •  Image search •  Video search •  Inbound linking Social engagement Facebook fans •  Pinterest referrals •  G+ performance •  Twitter followers, retweets Content metrics •  Syndication views – paid, organic •  Inbound links •  Twitter mentions •  Content page views •  Time on site per entry page Search-­‐informed  editorial   calendar   Metrics  and   repor0ng  
  • 10. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Keywords and Destination URLs Editorial  plan   SEM  /  Paid  Media   Social  management   Communica0ons   Build  your  master  keyword  list.  
  • 11. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Keyword  research  and  compeKKve   analysis.   Don’t forget Desktop versus Mobile, Local / Geo Keywords, and Variants
  • 12. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce DraV  a  keyword-­‐driven  editorial  plan  &   publish,  promote,  push  out.  
  • 13. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce OpKmized  image  search   Keyword-­‐driven  content   Social  Authority   Social  Sharing   Topics  page  &  syndicated  content   Target  every  applicable  content  type.  
  • 14. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce •  A  solid  technical  Content  Strategy  underpins  enterprise  SEO.   •  Metadata  schemas  support  Topics  pages,  faceted  search,   localizaKon,  semanKc  markup,  personalizaKon.   •  Value  /  List  pairs  facilitate  search,  discovery.     Create  appropriate  content  structure.   SEO   UX,  Design,   Coding   Content  Strategy   Copy, linking, social, local, mobile Functionality, navigation, mobile, indexing Metadata, editorial, taxonomies, personalization
  • 15. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Topics  strategy  is  acKon.  
  • 16. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Consolidate  Search,  Social,  and  Content  metrics  into  a  single   report:   •  Key  Content  Metrics:  Rankings,  inbound  links,  Tweets,  Likes,  G+s,  pages   viewed  per  session,  new  visitors,  Kme  on  site,  organic  referrals,  syndicaKon   performance,  citaKons,  shares.   Create  integrated  inbound  reporKng.   Lindex Content 360 Report
  • 17. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Workflows  
  • 18. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce •  Many  large  enterprises  have  legacy  print-­‐first   content  workflows.   •  Print  content  is  re-­‐purposed  to  work  online.   •  Consider  transiKoning  to  an  online-­‐first  flow.   •  Less  manual  work   •  Faster  Kme  to  publish   •  Create  in  CMS,  route  for  approval  /  SEO  Quality   Gates,  publish  to  site,  export  to  InDesign  or  Quark   templates.   The  problem  with  print.  
  • 19. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Example  of  an  online-­‐ first  content   workflow.   •  Box  areas  show  key  inputs   into  process.   •  Editorial  calendar  is  manual   process  updated  and   managed  at  top  of  flow.   •  Outputs  are  published  and   opKmized  content,  content   metrics,  and  informed   strategy.   Agency Notified Content Publishing -Site -Social -Profiles -Linking
  • 20. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Add  linking  support  to  your  publishing   workflow.   •  Every  new  piece  of   content  needs   inbound  links.   •  Add  inbound  linking  to   your  SEO  Quality   gates.   ExxonMobil  Math  and  Science  content   gets  link  support  from  Phil  Mickelson   sponsorship  
  • 21. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce •  If  you  want  your  content  to   be  found  it  may  need  to  be   promoted.   •  Media-­‐like  spend  can  also   drive  exposure  and  SEO.   •  Social  media  is  looking  more   like  paid  media  every  day.   •  Link  building  can  be  done   via  Zemanta  and  lunked   into  the  markeKng  budget   as  blogger  promoKon.   Current  reality  is  that  content  must  be   supported  with  $.  
  • 22. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Case Study.
  • 23. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Approaching  content  nirvana:  ASME.org  
  • 24. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Before:  Buried  content,  focus  on  events,  store  items.  
  • 25. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Pre-­‐opKmized  state.   •  Print-­‐first  content  workflow  from  Mechanical   Engineering  Magazine   •  ‘Org-­‐chart  approach’  to  User  Experience   •  Ligle  on-­‐page  SEO,  linking   •  No  SEO  quality  gates  in  publishing  process   •  No  hooks  into  social  media  
  • 26. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce OpKmizaKon  approach.   •  ShiV  to  online-­‐first  workflow.   •  Establish  keyword  strategy.   •  Align  teams  around  objecKves.   •  Create  search-­‐informed  editorial  plan.   •  Create  SEO  quality  gates.   •  InsKtute  ongoing  Inbound  ReporKng  &  Content   Metrics.   •  Train  content  creators  on  SEO.   •  Build  social  profiles  of  key  players.   •  Execute  on  core  SEO  blocking  &  tackling.    
  • 27. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce 1.  Blog  post  /  site  content  is  keyword-­‐focused  and  aligned  to   keyword  strategy  and  editorial  calendar.   2.  Technical  SEO  issues  are  solved  (duplicate  content,  bad  URLs).   3.  Post  includes  a  well-­‐made  image/data  graphic/infographic/video   with  embedded  code  or  social  media  birdseed.   4.  Open  graph  code  is  opKmized  and  tested.   5.  Post  includes  link  to  rich,  authoritaKve  G+,  LinkedIn  profile  of   author  (if  applicable).   6.  Post  is  linked-­‐to  from  other  owned  properKes  using  keywords.   7.  Post  is  promoted  via  Paid  Search,  AucKon-­‐based  display  media,   YouTube,  Twiger,  and  other  social  /  web  2.0  channels.   8.  Content  is  syndicated  in  appropriate  channels.   9.  Content  performance  is  tracked,  reported  on,  and  opKmized  –   calendar  is  updated  with  results.   The  content  opKmizaKon  checklist.  
  • 28. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce •  Site  redesigns  or  migraKons  are  great  Kmes  to  do  an  SEO   content  refresh:   •  New  Titles,  DescripKons.   •  Add  SemanKc  tagging.   •  Review  Copy  and  markup  for  keyword  focus.   •  Add  internal  links,  clean  up  broken  links.   •  Chop  images  and  content  in  bite-­‐sized  pieces  for  social   media.   •  Cross  post  to  profiles  for  social  authority  and  authorship   •  Add  image  alt  text,  file  names.   Big  brands  have  tons  of  content  lying  around!   The  SEO  ‘Content  Refresh’.  
  • 29. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Result:  User  and  Search-­‐friendly  content  site.  
  • 30. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce SEO  takes  Kme.  And  must  be  sustained.   Work begins Work ends Organic Search Referrals
  • 31. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce Create something you love.
  • 32. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce
  • 33. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @adnyce hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843