Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

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Jonathon Colman

Imagine what you could do if your customer was the core focus of your marketing work, from strategy down to tactics and measurement - Agile Marketing to the rescue! And what if you were measured on shipping value to customers, not on how well you kissed ass or how politically adept you were? Agile Marketing has built-in mechanisms to help! How much more time could you dedicate to customers if you had only three standing meetings each month? Agile Marketing focuses on action! And consider all the benefits of working as part of a cross-functional team that includes design, development, content, analysis, and testing experts so that you have everyone you need to make great things happen all in one place... that Agile Marketing. In this presentation from SEOmoz MozCon 2012, I'll show you four principles of Agile Marketing and thirteen ways to hack your marketing organization with Agile to make it better, faster, and more accountable for your customers. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Technology Business

Jonathon Colman
Principal Experience Architect
REI: www.REI.com
Twitter @jcolman

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Jonathon Colman
Principal Experience Architect
REI: www.REI.com
Twitter @jcolman

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What is content strategy and what do content strategists do? Isn’t content strategy just copywriting? And why is content strategy so focused on people and systems? In this presentation, we take a look at content strategy and learn how it can help you build and design better experiences and bring them to market. Content strategy, UX, and product design can work hand in hand to create delight while driving business growth. And when you’re doing it right, it’s hard to tell where content ends and design begins. By focusing on the entire system and workflow from the beginning, you’ll create better content—which means a better experience for the people using your products or web site. You’ll learn about: ● What content strategy is (and isn’t!) ● Why “content” means more than just words ● The 8 core components of content strategy ● The 5 key impacts of a strong content strategy You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

Building an Integrated Content Strategy

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Building an Integrated Content Strategy

Jonathon Colman

The value of content strategy is hard to measure and even harder to forecast. For many content strategists, the hardest part of the job isn't even the content strategy work itself! It's getting your hands untied so that you can help the organization or client take action. Data is what sets you free. By learning how to tell the story of your content and audience with data, you'll be able to move onward from just TALKING about content strategy to actually DOING it! Included in this Content Strategy presentation: 1. WHAT data and analytics mean for our content as well as to our partners, colleagues, and clients 2. WHY content strategists should value and use data and analytics in their work 3. HOW to use the Excellent Analytics plug-in for Microsoft Excel to automate the inclusion of Google Analytics data in a content audit (no more cutting and pasting!) 4. HOW to use conditional formatting in Microsoft Excel to make opportunities for improving content pop 5. HOW to visualize and format data and analytics as you report out the results of your content strategy work, including 8 key learnings from Edward Tufte. If you're ready to start using more data in your content strategy work, then this presentation includes actionable tactics, tools, and links to more information. Remember: you are what you measure - so start measuring the impacts of your work now! Originally presented at Confab: The Content Strategy Conference in Minneapolis, MN on June 4, 2013. For more information and tools that you can use to set your content free, see this associated blog post on the Confab Events blog: http://confabevents.com/blog/data-sets-you-free You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

Data Sets You Free: Analytics for Content Strategy

Data Sets You Free: Analytics for Content Strategy

Data Sets You Free: Analytics for Content Strategy

Jonathon Colman

What I Carry: 10 Tools for Success

What I Carry: 10 Tools for Success

What I Carry: 10 Tools for Success

Jonathon Colman

Our world constantly demands that we share and interact with others. But what if you're an introvert? How can you get along in a world like that? We'll learn about what introversion is and isn't, why introversion matters at work and at home, and I'll cover five lifehacks for introverts trying to survive in a world that values extroversion. But simply surviving isn't good enough - introverts can do better than that because they're part of this world. With a new understanding of themselves and others, they won't just survive. They'll thrive! Originally presented at Ignite! Seattle 19 on February 20, 2013 at Town Hall in Seattle, Washington. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ For more information, please see http://www.jonathoncolman.org/2013/02/20/ignite-seattle-how-introverts-can-survive-in-this-extroverted-world/

How Introverts Can Survive in This Extroverted World

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How Introverts Can Survive in This Extroverted World

Jonathon Colman

Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN! Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers! Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

Enterprise SEO & Content Strategy: STOP THE PAIN!

Enterprise SEO & Content Strategy: STOP THE PAIN!

Enterprise SEO & Content Strategy: STOP THE PAIN!

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Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job. It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end. But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward. I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself. Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together. Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

How to Build SEO into Content Strategy

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Jonathon Colman

The key to success with local search engine optimization is to start small and stay focused on your customers. But by building slowly on your success, you can accomplish big things! In this presentation at David Mihm's Local University at SMX Advanced 2012 in Seattle, Jonathon Colman, the in-house SEO at REI, walks us through how he and his colleagues made the case to pursue local SEO and how REI later bought into a wide-ranging cross-channel customer strategy that had big wins for local search visibility. Watch out for a special guest appearance by Data the android from TV's "Star Trek: The Next Generation"! You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Making The Case For Local Search Optimization

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Making The Case For Local Search Optimization

Jonathon Colman

The modern SEO is like "An Army of One", always taking on new roles and responsibilities. But there are many problems and limitations with this model for SEO in large organizations. We must do better to achieve greater results -- enter Agile development methodology! In this presentation for the ad:Tech 2012 Marketing Masters panel chaired by Rhonda Hanson from Getty Images, I show how REI used Agile development practices to complete numerous SEO efforts that results in greatly increased organic visibility and traffic. If you like SEO, the stormtroopers from Star Wars, and shipping iteration after iteration of valuable experiences to your customers, then this is the presentation for you! You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Learn Agile Marketing & SEO from Star Wars Stormtroopers

Learn Agile Marketing & SEO from Star Wars Stormtroopers

Learn Agile Marketing & SEO from Star Wars Stormtroopers

Jonathon Colman

How is SEO changing to support microdata like Schema.org? And why is this metadata good for information retrieval and organic search engine optimization? In this introductory guest lecture for the University of Washington, I present some of the problems in information retrieval for unstructured content ("blobs") and how to solve for these challenges using Schema.org microdata to define "entities". There's a simple Schema.org markup exercise to expose students to the basics as well as jokes about horror movies, The Simpsons, Keanu Reeves, and even Joss Whedon just to keep things light-hearted and fun. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

SEO in the Age of Entities: Using Schema.org for Findability

SEO in the Age of Entities: Using Schema.org for Findability

SEO in the Age of Entities: Using Schema.org for Findability

Jonathon Colman

It’s not enough just to rank highly and drive keyword traffic these days (if you can even do that after Google’s Panda algorithm update). You also need to win over the customer by providing breakthrough experiences that anticipate their needs while providing real, tangible value. The new generation of SEOs understands this, which is why they’re also focused on information architecture and user experience. In this session, you’ll see world-class examples of how you can bring these disciplines together in your companies and organizations in order to delight your users, plug holes in your conversion rate, and drive more qualified traffic. No “best practices” or baseless theories here – just real-life tactics that solved problems and drove conversion. SEOs and IA/UX pros don’t need to butt heads (or headbutt!) when they can collaborate together to improve the cross-channel experience. Are you having trouble meeting the needs of your users while growing your traffic? This is the panel for you. Originally presented by Jonathon Colman, John Goad, Mike Pantoliano, Michael King, and Ben Lloyd at the first-ever Seattle Interactive Conference (SIC 2011) in Seattle, Washington. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

SEO and User Experience (UX): A Vision of Collaboration

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SEO and User Experience (UX): A Vision of Collaboration

Jonathon Colman

Originally presented on the "The Really Complicated Technical SEO Infrastructure Issues" panel at SMX Advanced 2011 in Seattle, Washington. The panel included Maile Ohye of Google, Todd Nemet of Nine by Blue, and was moderated by Vanessa Fox of Search Engine Land. This presentation is a quick introduction to Agile SEO development, a methodology that can help you deliver more value to your customers more quickly. We'll take a look at a few of REI's SEO technical infrastructure optimizations, as well as see what the results were from making these optimizations. One of the controversial points of discussion in the presentation was REI's use of the "rel=canonical" <link> element to reduce duplicate content caused by pagination. Download the slide show and see the speaker notes for more information. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Agile SEO - Infrastructure Innovation by Iteration

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Agile SEO - Infrastructure Innovation by Iteration

Jonathon Colman

Want to conduct a comprehensive SEO audit for your web site but didn't know how to get started? Download this SEO Audit worksheet - it's free, easy to use, and produces great results! Covering over 90 of the most common SEO mistakes that most web sites make, this SEO audit tool will help you learn the best practices of search engine optimization as well as where to focus your attention so that you can start realizing ROI for all your hard work. Have more SEO questions? Feel free to connect with me on Twitter at @jcolman - http://twitter.com/jcolman

SEO Audit Checklist and Worksheet - over 90 SEO checkpoints!

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Jonathon Colman

Presentation of the four essentials of search engine optimization (SEO) given at the Online Marketing Summit (OMS) regional conference in Seattle on June 14, 2010. This presentation, aimed at beginners, focuses on four main topics in search engine optimization: understanding your audience, optimizing your content for accessibility and relevancy, building a logical and effective site structure, and taking advantage of off-site factors to drive traffic and rankings for your brand. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

The Four Pillars of Search Engine Optimization (SEO)

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The Four Pillars of Search Engine Optimization (SEO)

Jonathon Colman

This presentation on search engine marketing (SEM) testing scenarios looks at how you can structure a test across the search marketing funnel. In particular, it focuses on the interactions between paid search (PPC) and natural search (SEO) as well as multi-touch/cross-program attribution. Key takeaway: integrate your search engine marketing (SEM) programs in order to realize more efficiency in spending and greater insights into customer behavior and total marketing impact. Presented as part of Vanessa Fox's "Demystifying Online Attribution" panel at SMX Advanced 2010 in Seattle on June 8, 2010. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Total Search Marketing Optimization: Testing Paid vs. Organic Search

Total Search Marketing Optimization: Testing Paid vs. Organic Search

Total Search Marketing Optimization: Testing Paid vs. Organic Search

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Fundraising 2.0: A presentation on how nonprofits, associations and other organization can raise more money for their cause on Facebook by following a new model of cause-related marketing that promises greater results for less staff time. If high ROI is what you're after in your fundraising efforts on Facebook, view this presentation and learn how The Nature Conservancy quickly became the 3rd highest-performing nonprofit on all of Facebook in terms of funds raised. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Fundraising 2.0: A New Model for Fundraising on Facebook

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Social News for Social Good: Building Buzz and Breaking Records with Digg

Social News for Social Good: Building Buzz and Breaking Records with Digg

Social News for Social Good: Building Buzz and Breaking Records with Digg

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Originally presented at the United Jewish Communities Continuing Education Program in Philadelphia, PA on July 26, 2006. Covers basic theory of findability, an introduction to search engine optimization and search engine marketing, a walkthrough of keyword research, a primer on link solicitation, and even a bit about landing page design, testing, and online reputation management. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead

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Agile SEO - Infrastructure Innovation by Iteration

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SEO Audit Checklist and Worksheet - over 90 SEO checkpoints!

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Total Search Marketing Optimization: Testing Paid vs. Organic Search

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Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

1. Jonathon Colman Principal Experience Architect REI: www.REI.com Twitter @jcolman

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5. © Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/376060111/

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8. © Google: http://insidesearch.blogspot.com/2012/05/search-quality-highlights-53-changes.html © Google: http://insidesearch.blogspot.com/2012/06/search-quality-highlights-39-changes.html

9. What should TAKE OVER we do today? THE WORLD! © Girl With Butterfly Wings: http://www.flickr.com/photos/girlwithbutterflywings/5345704717/

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101. © Jonathon Colman: http://www.flickr.com/photos/jcolman/7557488700/

102. Jonathon Colman Principal Experience Architect REI: www.REI.com Twitter @jcolman

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