Hand In Glove Content Strategy & SEO 10 2008 Final


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A capabilities deck that promotes why Content Strategy and SEO efforts are most effective for a project when there is overlap between the two disciplines.

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Hand In Glove Content Strategy & SEO 10 2008 Final

  1. 1. October 2008 Serving Content SEO & Content Strategy Lynn Leitte, Michael Barnwell, Adam Whippy
  2. 2. October 2008 Content Strategy & Search Engine Optimization — Overview
  3. 3. October 2008 Why SEO & Content Strategy? Hand-in-glove SEO & Content Strategy drives your… • conversion rate • brand trust • customer satisfaction Content is your most powerful asset in the quest to reach and engage your consumers. An integrated search engine optimization and content strategy can show you how to effectively use that asset.
  4. 4. October 2008 Advantages • Knowing how users search. Integrating Content Strategy and SEO will ensure that site designers and content developers have up-to-date knowledge about who is searching, how they are searching, and how they are “talking.” • Reaching the right people. Search engine optimization will help you drive qualified visitors, talking with them in a manner that resonates, and giving them the content that fulfills their objective and keeps them coming back (or converting). • Optimizing with an agile strategy. Your SEO efforts will grasp the true value of the content you’re providing. With your SEO and content aligned, you’ll be able to make adjustments and enhancements to ensure your content remains on target.
  5. 5. October 2008 Collaboration Process
  6. 6. October 2008 Content Strategy & SEO The process for integrating Content Strategy and SEO • Planning • Designing • Building • Implementing
  7. 7. October 2008 PLAN (Discover) What do we want to learn about the site? • Who searches and/or consumes the site’s content • Who is really coming to the site • What are the consuming • How important will search be to driving goals • How are they searching (organic & internal) • Channels/Keywords • Other online behaviors • Where are they entering the site (from organic search) • How well does the site deliver on the organic search results e.g., dropped on the Home page, a Landing page, a Detail page. • How well supported internal search & seek behavior is • Analysis of the navigational that supports browsing & seeking • Messaging elements
  8. 8. October 2008 PLAN (Discover) Questions to the business? • Who do you want to reach? • Segments/verticals • Existing customers and brand loyal • Brand unaware • Brand averse • What content are you choosing to serve? • Marketing copy • Product specific • Assistive and/or instructive content • Support content • Downloads, multi-media other interactive
  9. 9. October 2008 Task Integration Points — Discovery Phase
  10. 10. October 2008 Design What we ask during design? • What content is needed to recruit & satisfy your target audience? • Position what you have (drivers into the site & within the site) • Provide what they are looking for • Describe what they are looking for • Which words to use? • Brand, tone, accuracy • Balance words used by searchers with marketing language • Where are the best places to apply user keywords? • Page title • Search appliance (synonyms, terms, misspellings) • Navigation & labeling • In-text copy
  11. 11. October 2008 Task Integration Points — Design Phase
  12. 12. October 2008 Build (Develop) What’s needed to execute the vision? • Ensure that the content is optimized for search • Headers/headlines • Labels, links, body copy • Page titles, alt tags, multi-media • Identify technical considerations • Content indexation issues • Flash/JavaScript/Image use • Duplicate content • Integrate SEO review into content development process • During or after copy deck generation • Preview, pre-sign off by client
  13. 13. October 2008 Task Integration Points — Build Phase
  14. 14. October 2008 Maintenance & Optimization (Deploy) What to ask after launch & during maintenance? • Is the published content being indexed? • Are the crawlers finding it? • If not, where to tweak – links, content, technical implementation • Are legacy pages being properly redirected? • Does the visibility & traffic meet expectations? • How is content performing? • How well does it fulfill user & business goals? • Does it keep the consumer engaged?
  15. 15. October 2008 Task Integration Points — Maintenance & Optimization Phase
  16. 16. October 2008 Task Descriptions
  17. 17. October 2008 Task Descriptions — Discovery • Keyword Research Identify relevant keywords expressed by searchers, prioritized and semantically categorized • Competitive Analysis Establish organic search competitors, insight into strengths and weaknesses of their content strategies • Messaging Strategy Determine how to express the personality of the brand, what specific messages to deliver, and to whom those messages will be addressed. • Content, Features, & Functionality Determine what content, formats, and delivery modes will best serve business objectives and user goals.
  18. 18. October 2008 Task Descriptions — Discovery • Research (primary & secondary) Gather information to inform the experience vision and execution, based on stakeholder interviews, user research, and industry research • Experience Brief Unify all research and vision work to establish a governing direction and executable plan to deliver on the strategic objectives of the project.
  19. 19. October 2008 Task Descriptions — Design • Creative & Wireframe Review Identify high level design issues that may affect or enhance organic performance of available content • Content Creation Guidelines Conventions on how best to leverage content units structurally and methods for automation • Nomenclature & Labeling Create and document the terms used in navigation, tools, and features • Metadata Create and document the data descriptors for individual content types, for use by both internal and external systems (internal, organic, functionality)
  20. 20. October 2008 Task Descriptions — Design • Content presented in pages Determining what content will populate pages or areas and where it should be displayed • Design Page details delivered through wireframes
  21. 21. October 2008 Task Descriptions — Build • Technical Guidelines Recommendations on technical aspects to ensure content may be optimally indexed • SEO Content Optimization & Review Process Providing optimized HTML metadata and Content changes that incorporates a balance of brand, messaging and keyword relevance • Content Creation Producing and/or accounting for content for site features, tools, etc.
  22. 22. October 2008 Task Descriptions — Build • Context Matrix or Copy Deck Documenting the content that will populate the site pages in the case of a matrix, and for a copy deck writing the actual content • Metadata Schema A mapping of the structural elements of each type of content
  23. 23. October 2008 Task Descriptions — Implement • Migration Strategy Strategy for an effective migration of content to its implemented location • On-going Content Optimization & Reporting A review and analysis of the effectiveness of site content and recommendations for enhancements/optimization • Support documentation A hand-off guide to client for maintaining content, includes publishing and archiving schedule
  24. 24. October 2008 Client Engagement Types for Content Strategy & SEO
  25. 25. October 2008 Engagement Types for CS & SEO • Marketing & Advertising Brand-immersive campaigns, Flash-based microsites (Mercedes AMG, Nutritioniste) CS effort: light SEO effort: medium • Direct/ Transactional Heavy content/ functional sites that support the entire customer lifecycle, might include ecommerce; RIA's (Maybelline, EMC, Merrill Lynch) CS effort: heavy SEO effort: heavy • Enterprise Solutions Sites requiring a log in, including employee intranets and partner extranets (Ford Dealer Portal, Smith Barney FA Portal, EMC KnowledgeBase) CS effort: heavy SEO effort: medium
  26. 26. October 2008 Engagement Types for CS & SEO • Content Development & Management Sites aggregating large amounts of content, generally consumer-focused (NY Times, ESPN, CNN, Conde Nast, Hulu) CS effort: heavy SEO effort: heavy • User Assistance and Customer Support Projects with a large component of Help content as well as pre- and post- purchase customer support (Ford Sync, Panasonic Support Pursuit, TIAA- CREF) CS effort: heavy SEO effort: medium • Social Networking, Communities and User Generated Projects with a large component of social networking and/or communities and other forms of user generated content (Terra, Sheraton, Pangea Day) CS effort: medium SEO effort: medium
  27. 27. October 2008 Thank You