How to-build-seo-into-content-strategy-121025023751-phpapp01
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    How to-build-seo-into-content-strategy-121025023751-phpapp01 How to-build-seo-into-content-strategy-121025023751-phpapp01 Presentation Transcript

    • HOW TO BUILD SEO INTO CONTENT STRATEGY Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW . REI . COM TWITTER @ JCOLMAN Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • CAN HUMANS LIVE WITH… Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • ROBOTS?! Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • Logo copyright © REI - http://www.REI.com/
    • CORE VALUES MATTER. Logo copyright © REI - http://www.REI.com/
    • AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP. Logo copyright © REI - http://www.REI.com/
    • AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP. Logo copyright © REI - http://www.REI.com/
    • AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF HEY, THAT’S CONTENT STRATEGY… RIGHT IN OUR MISSION! Logo copyright © REI - http://www.REI.com/ OUTDOOR ADVENTURE AND STEWARDSHIP.
    • AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE. Logo copyright © REI - http://www.REI.com/
    • SO I HAVE A LITTLE CONFESSION TO MAKE TODAY… Logo copyright © REI - http://www.REI.com/
    • I DON’T KNOW ANYTHING ABOUT CONTENT STRATEGY.
    • DON’T TWEET THAT! MY BOSS MIGHT FIND OUT.
    • OK, OK… I MIGHT BE EXAGGERATING A LITTLE BIT.
    • AFTER ALL, I DID READ THIS BOOK.
    • MY BACKGROUND AND EXPERIENCE IS IN SEO Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • YEAH. I’M ONE OF THESE GUYS. Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • YEAH. I’M ONE OF THESE GUYS. A NERD. Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • BOTTOM LINE: BAD SEO IS A DISASTER.
    • GOOD SEO IS VERY HELPFUL.
    • SO LET’S BUILD A BRIDGE: BETWEEN CONTENT STRATEGY OVER HERE …AND SEO OVER HERE Image copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
    • WHY? SEOs NEED YOUR HELP. SO DO THEIR CUSTOMERS. SO DO THE SEARCH ENGINES.
    • WHY? YOU NEED HELP FROM SEOs, TOO * * YOU JUST DON’T KNOW IT YET!
    • CORE VALUES MATTER. SO WE’LL START BY EXPOSING A FEW OLD MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
    • MYTH #1: YOU CAN SHORT-CUT YOUR WAY TO SEO Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
    • REALITY: SUSTAINABLE SEO REQUIRES LONGTERM INVESTMENT.
    • REALITY: SUSTAINABLE SEO REQUIRES LONGTERM INVESTMENT. IN LATE 2007, WE BEGAN INVESTING IN SEO. WE’LL FIND OUT THE RESULTS IN ABOUT 19 SLIDES FROM NOW…
    • MYTH #2: YOU HAVE TO SPAM TO RANK Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
    • REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE. Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
    • SPAM CAN’T DO THIS Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
    • RANK MUST BE EARNED.
    • RANK MUST BE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
    • AS WELL AS CLICK-THROUGH.
    • “RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30% AS WELL AS CLICK-THROUGH.
    • NOT TO MENTION CONVERSION.
    • HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” NOT TO MENTION CONVERSION.
    • HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.
    • MYTH #3: SEO TAKES AWAY FROM MY OTHER EFFORTS Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
    • 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
    • YOU CAN EVEN USE SEO METRICS TO CREATE BUSINESS $$$ CASES TO SUPPORT YOUR OTHER WORK. Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
    • FOR EXAMPLE, WE USED SEO TO SUPPORT WEB PERFORMANCE ENHANCEMENTS
    • MYTH #4: SEO IS FOR ROBOTS, NOT PEOPLE Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
    • 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
    • BUT HUMANS DESIGN ROBOTS… Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
    • BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM. Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
    • ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS. Image copyright © Jonathon Colman
    • WE USE THEM TO FIND THE THINGS THAT WE NEED Image copyright © Jonathon Colman
    • DESIGN FOR REAL PEOPLE, ACCOUNT FOR THE ROBOTS Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • MYTH #5: SEO IS JUST ABOUT TEXT Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
    • REALITY: THE GOOGLE KEYWORD TOOL IS NOT AN EDITORIAL DICTATOR.
    • KEYWORD VOLUME IS NO SUBSTITUTE FOR EDITORIAL GOVERNANCE.
    • WRITE AND DESIGN FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN. Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
    • CLICK HERE TO WATCH THIS VIDEO KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
    • SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
    • MYTH #6: SEO IS JUST ABOUT LINKS Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
    • REALITY: GOOD LINKS ARE IMPORTANT, BUT GOOD EXPERIENCES ARE ESSENTIAL.
    • NEED TO BUILD LINKS? START BY BUILDING OUT GREAT CONTENT.
    • MYTH #7: YOU HAVE TO BUY LINKS Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
    • REALITY: THIS IS, FINALLY, NO LONGER TRUE.
    • GOOGLE’S PENGUIN UPDATES PENALIZE PAID LINKS Image copyright © unknown - http://www.gifbin.com/981126
    • …BUT IT DOESN’T HELP THAT LINK SELLERS ARE STILL IN THE INDEX.
    • MYTH #8: SEO IS DEAD Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
    • REALITY: YOU CAN BELIEVE WHAT YOU LIKE…
    • REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.
    • REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA. LOOKS LIKE THAT EARLY INVESTMENT PAID OFF!
    • STOP BELIEVING THE MYTHS. Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
    • SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
    • SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY YES, SEO IS THE CAN OPENER. Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
    • 8 WAYS TO BUILD SEO INTO YOUR DAILY CONTENT STRATEGY WORK Image copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
    • STAKEHOLDER INTERVIEWS • ASK HOW THEY FIND AND SEARCH THE WEB SITE • ASK THEM TO KEEP A DAILY SEARCH DIARY • ASK THEM ABOUT THE KEYWORDS THEY CARE ABOUT, LOOK OVER COMPETITION’S CONTENT Image copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
    • CONTENT AUDIT • DO NOT INCLUDE RANK; INCLUDE TRAFFIC AND AVG. CONVERSION • INCLUDE METADATA, NOT JUST <META> CONTENT; DO NOT INCLUDE <META> KEYWORDS • INCLUDE COMPETITIVE LINK-GRAPH AND SOCIALGRAPH DATA Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
    • PAGE TABLES • INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO • THEN REVIEW ALL THE POINTS OF ENTRY TO THE PAGE BEING DESCRIBED • ADD DETAILS ON YOUR CONTENT’S PRIMARY COMPETITORS AND DIFFERENTIATORS Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
    • TEMPLATES • INCLUDE VARIABLES FOR SEARCH AND SOCIAL METADATA (SUCH AS FACEBOOK OPENGRAPH, RDFa, OR SCHEMA.ORG) • DO NOT REQUIRE <META> KEYWORDS • ENSURE ALL CONTENT PUBLISHED IS ADDED TO AN XML SITEMAP Image copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
    • METADATA • MOVE BEYOND <META> CONTENT INTO METADATA • BE FORWARD-THINKING AND PROGRESSIVE; SEARCH ENGINES ARE JUST BEGINNING TO CONSUME AND USE THIS • BEGIN THINKING ABOUT HOW METADATA WILL BE PERCEIVED WITHOUT THE BENEFIT OF CONTEXT Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
    • THE CONTENT LIFECYCLE • INCLUDE SEO WHEN WORKING ON AUDITS, TAXONOMY, METADATA, STANDARDS, AND QA/QC • MAKE SEO A SHARED RESPONSIBILITY; ONE PERSON CAN’T DO IT ALL • BUILD SEO ADVOCATES IN OTHER DISCIPLINES Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
    • GOVERNANCE • DOCUMENT YOUR SEO STANDARDS, BUT DON’T STOP THERE • INCENTIVIZE STAFF TO SUPPORT STANDARDS, INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFF’S SUPPORT • MEASURE THE IMPACT BY PAGE TEMPLATE FAMILY, NOT BY KEYWORDS Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
    • EDITORIAL CALENDAR • GIVE SEO LOTS OF LEAD TIME • INCENTIVIZE PARTNERSHIPS BETWEEN SEO AND SOCIAL MEDIA IN CONTENT CAMPAIGNS • INCLUDE TOUCHPOINTS FOR MEASUREMENT AND REPORTING Image copyright © DonnaGrayson - http://www.flickr.com/photos/donnagrayson/94131371
    • NOW I KNOW WHAT YOU’RE THINKING… Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
    • “ WHAT’S IN IT FOR ME?”
    • CORE VALUES MATTER. WHAT ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
    • YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTH Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
    • YOU CAN IMPROVE DISCOVERABILITY, FINDABILITY, AND USABILITY FOR YOUR CUSTOMERS Image copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
    • YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORK Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
    • YOU CAN BETTER MEASURE THE IMPACT OF YOUR EFFORTS… Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
    • …AND USE THAT DATA TO SHARE YOUR STORY. Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
    • ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
    • ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN SEO. Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
    • HERE’S THE BEST PLACE TO START SEOMOZ.ORG/BEGINNERS-GUIDETO-SEO Image copyright © SEOmoz
    • WHAT CAN SEO AND CONTENT STRATEGY ACCOMPLISH TOGETHER? LET’S FIND OUT…
    • WE MADE IMPLICT EXPERTISE EXPLICIT AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
    • WE TRANSFORMED THAT CONTENT INTO VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
    • WE REACHED NEW AUDIENCES WITH EARNED MEDIA CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY – AND YOU SHOULD BE FLUENT IN THE ANALYTICS
    • WE LEVERAGED NEW METADATA FORMATS FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE PRODUCT CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
    • WE CONSTANTLY PROVE THE VALUE OF STRUCTURED PRODUCT INFO. ADHERENCE TO GOVERNED SEO STANDARDS IS PART OF THE WAY OUR IN-HOUSE TEAM IS EVALUATED
    • WE HELP BUILD SKILLS AND COMMUNITIES ACROSS CHANNELS REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
    • WE LINKED DATA WITH CONTENT TO AID IN WAYFINDING AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE
    • WE AMAZED AND DELIGHTED OUR CUSTOMERS PRO-TIP: SO CAN YOU! Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
    • CONCLUSION AND FINAL THOUGHTS
    • CORE VALUES MATTER.
    • CORE VALUES MATTER. I’M AN SEO WHO VALUES CONTENT STRATEGY
    • BUT I’M NOT THE ONLY ONE. Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
    • WE WANT TO BUILD A BRIDGE TO THE CONTENT STRATEGY COMMUNITY Image copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
    • BRIDGES BRING PEOPLE TOGETHER, HELPING US TO SHARE AND LEARN Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
    • BRIDGES BREAK DOWN OUR MYTHS ABOUT THE UNKNOWN Image copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
    • AND BRIDGES MEAN BUSINESS. A LOT OF BUSINESS. Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
    • FINALLY, BRIDGES HELP US START CONVERSATIONS. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
    • FINALLY, BRIDGES HELP US START CONVERSATIONS. LET’S TALK. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
    • JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMAN LET’S TALK.