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!
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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.
Michael Briggs at Caliber-igood work. On slide 71 you've got a graph of web pages in some nodal pattern. Which piece of kit d'you use for this?3 months ago
RANK MUSTBE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
AS WELL ASCLICK-THROUGH.
“RICH SNIPPETS” IN SEARCH CAN INCREASE CLICK-THROUGH BY 30%AS WELL ASCLICK-THROUGH.
NOT TO MENTIONCONVERSION.
THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTSNOT TO MENTIONCONVERSION.
GOAL:REPLICATE THE REI IN-STORE “GREEN VEST”EXPERIENCE ONLINESTRATEGY:USE CORE VALUES ANDEXPERTISE TO ANSWERCUSTOMER QUESTIONSRESULT:HUNDREDS OF “HOW-TO”ARTICLES ABOUT GEAR,APPAREL & ACTIVITIES
POSITIVE BRANDMENTIONS FROMLIFEHACKER ANDWIRED AND LOCALBUSINESS PRESS
REI MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF “EXPERT ADVICE”ARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI
WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE
WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULD BEPART OF EVERY CONTENT STRATEGY!AND YOU SHOULD BE FLUENT INMARKETING ANALYTICS.
WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSSOUR ENTIRE CATALOG, DRIVINGTRAFFIC RIGHT WHERE WEWANT IT: OUR PRODUCTS!
WE PROVED OUTTHE VALUE OFSTRUCTUREDINFORMATIONWE EVALUATE OUR IN-HOUSE TEAMAGAINST SEO STANDARDS AND SEOHELPED MAKE THE CASE FOR OURFACETED NAVIGATION SYSTEM
WE HELPED BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT
WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE
Henry Wolf
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