Enterprise SEO and Content Strategy

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  • 1. ENTERPRISE SEO & CONTENT STRATEGYImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 2. WORKING TOGETHER TO STOP THE PAINImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 3. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMANImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 4. DOWNLOAD THIS DECK RIGHT NOW bit.ly/icc-seoImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 5. Logo copyright © REI - http://www.REI.com/
  • 6. CORE VALUES MATTERLogo copyright © REI - http://www.REI.com/
  • 7. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP.Logo copyright © REI - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  • 8. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF HEY, THAT’S CONTENT OUTDOOR ADVENTURE STRATEGY… RIGHT IN OUR MISSION! AND STEWARDSHIP.Logo copyright © REI - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  • 9. AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE.Logo copyright © REI - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  • 10. SO LET ME BE CLEAR ABOUT MY INTENTIONS TODAY…Logo copyright © REI - http://www.REI.com/
  • 11. I’M NOT HERE TO TURN YOU INTOImage copyright © macQ - http://www.flickr.com/photos/macq/4628281600 NERDS.
  • 12. I’M HERE TO STOP THE PAIN!Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  • 13. THE PAIN BETWEEN SEOs AND CONENT STRATEGISTSImage copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
  • 14. WHY?SEOs NEED YOUR HELP.SO DO THEIR CUSTOMERS.SO DO THE SEARCH ENGINES.
  • 15. WHY?YOU NEED HELP FROM SEOs, TOO ** YOU JUST DON’T KNOW IT YET!
  • 16. CORE VALUES MATTERImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • 17. SO WE’LL START BY EXPOSING A FEW OLD MYTHSImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • 18. MYTH #1:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  • 19. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.WE BEGAN INVESTING INSEO WAY BACK IN 2007.
  • 20. MYTH #2: YOU HAVE TO SPAM TO RANKImage copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  • 21. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE.Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  • 22. SPAM CAN’T DO THISImage copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  • 23. RANK MUSTBE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  • 24. “RICH SNIPPETS” CAN INCREASE USER CLICK-THROUGH BY UP TO 30%AS WELL ASCLICK-THROUGH.
  • 25. MYTH #3:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
  • 26. REALITY: THESE ALL WORK BETTER TOGETHER THAN THEY EVER COULD APART.Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
  • 27. YOU CAN EVEN USE SEO METRICS TO CREATE BUSINESS CASES TO SUPPORT $$$Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off YOUR OTHER WORK.
  • 28. FOR EXAMPLE, WEUSED SEO TOSUPPORT WEBPERFORMANCE!
  • 29. MYTH #4:SEO IS FORROBOTS, NOTPEOPLEImage copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  • 30. REALITY: ROBOTS DON’T HAVE CREDIT CARDS. SO THEY’RE NOT OUR AUDIENCE.Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539
  • 31. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM.Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  • 32. ROBOTS ACT ASOUR PERSONALWAYFINDINGAGENTS.
  • 33. WE USE THEM TO FIND THE THINGS THAT WE NEED.Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  • 34. DESIGN FORREAL PEOPLE ACCOUNT FORImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS
  • 35. MYTH #5: SEO IS JUST ABOUT TEXTImage copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  • 36. REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
  • 37. KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
  • 38. WRITE FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN.Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  • 39. CLICK TO WATCH THIS VIDEO!KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 40. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 41. MYTH #6: SEO IS DEADImage copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
  • 42. REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.OUR EARLY INVESTMENTIN SEO REALLY PAID OFF!
  • 43. STOP BELIEVING THE MYTHS.Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 44. 4 WAYSTO BUILD SEO INTOYOUR CONTENTSTRATEGY WORKImage copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652
  • 45. CONTENT AUDIT  INCLUDE TRAFFIC AND CONVERSION METRICS, NOT RANK  INCLUDE METADATA, NOT JUST <META> CONTENT  DON’T INCLUDE <META> KEYWORDS  INCLUDE COMPETITIVE LINK-GRAPH AND SOCIAL-GRAPH DATAImage copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  • 46. PAGE TABLES  INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO  REVIEW ALL POINTS OF ENTRY TO THE PAGE  ADD DETAILS ON YOUR CONTENT’S PRIMARY COMPETITORS AND DIFFERENTIATORSImage copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
  • 47. METADATA  MOVE BEYOND <META> CONTENT INTO METADATA  USE SEARCH/SOCIAL METADATA: FACEBOOK OPENGRAPH, RDFa, SCHEMA.ORG  THINK ABOUT HOW METADATA CONTENT IS PERCEIVED WITHOUT THE BENEFIT OF CONTEXTImage copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  • 48. GOVERNANCE  DOCUMENT YOUR SEO STANDARDS  FOLLOW-UP WITH A BOLD ACCOUNTABILITY MODEL  INCENTIVIZE STAFF TO SUPPORT STANDARDS  INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFF’S SUPPORTImage copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542404001
  • 49. 6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGYImage copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738
  • 50. CHALLENGE: DUPLICATE CONTENTImage copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
  • 51. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  • 52. CHALLENGE: SEMANTIC MARKUPImage copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
  • 53. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  • 54. CHALLENGE: WHO’S LINKING? WHO ISN’T?Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
  • 55. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  • 56. CHALLENGE: HOW TO AUDIT LINK DATA?Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
  • 57. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  • 58. CHALLENGE: HOW TO AUDIT WEB DATA?Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
  • 59. EXCELLENT ANALYTICS excellentanalytics.com
  • 60. CHALLENGE: WHAT PAGES ARE CRAWLED?Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
  • 61. SPLUNKsplunk.com
  • 62. NOW I KNOW WHAT YOU’RE THINKING…Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  • 63. “ WHAT’S IN IT FOR ME?”
  • 64. CORE VALUESMATTERWHAT AREYOURS?Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  • 65. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTHImage copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  • 66. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORKImage copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  • 67. YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTS…Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  • 68. …AND USE THAT DATA TO SHARE YOUR STORY.Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  • 69. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARNImage copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  • 70. HERE’S THE BESTPLACE TO START SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEOImage copyright © SEOmoz
  • 71. WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH TOGETHER?LET’S SEE.
  • 72. REI MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF “EXPERT ADVICE”ARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI
  • 73. WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE
  • 74. WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULDBE PART OF EVERY CONTENTSTRATEGY – AND YOU SHOULDBE FLUENT IN THE ANALYTICS
  • 75. WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSS OURENTIRE PRODUCT CATALOG,DRIVING TRAFFIC RIGHT WHEREWE WANT IT: OUR PRODUCTS!
  • 76. WE CONSTANTLYPROVE THE VALUEOF STRUCTUREDPRODUCT INFO.ADHERENCE TO GOVERNED SEOSTANDARDS IS PART OF THE WAYOUR IN-HOUSE TEAM IS EVALUATED
  • 77. WE HELP BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT
  • 78. WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE
  • 79. WE AMAZED AND DELIGHTED OUR CUSTOMERSImage copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
  • 80. AND SO CAN YOU!Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
  • 81. CONCLUSION AND FINAL THOUGHTS
  • 82. CORE VALUES MATTER.I’M AN SEO WHO VALUES CONTENT STRATEGY
  • 83. BUT I’M NOT THE ONLY ONE.Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  • 84. WE WANT TO STOP THE PAIN BETWEEN SEOs AND CONTENT STRATEGISTSImage copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
  • 85. WE WANT TO SHARE WITH YOU AND LEARN FROM YOU.Image copyright © _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204
  • 86. WE WANT TO BREAKDOWN THE MYTHSAND BARRIERS TOPROGRESSImage copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913
  • 87. WE CAN HELP YOU DRIVE BUSINESS. A LOT OF BUSINESS.Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  • 88. WE WANT TO HAVEA CONVERSATIONWITH YOU.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  • 89. WE WANT TO HAVEA CONVERSATIONWITH YOU.LET’STALK.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  • 90. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLET’STALK.
  • 91. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLET’S DOWNLOAD THIS DECK: bit . ly / icc-seoTALK.