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SEO from a
                                                                             Content
                                                                             Strategy
                                                                             Perspective
Photo © Flickr user andercismo at flickr.com/photos/andercismo/2349098787/
A.K.A., THE
CONTENT STRATEGY
      OF SEO

         Jonathon Colman
         www.jonathoncolman.org
         Twitter @jcolman
         Agile SEO for REI
         www.REI.com
SEO From a Content Strategy Perspective
www.toprankblog.com/2010/12/content-strategy-seo/
blog.braintraffic.com/2011/01/seo-and-the-dirty-white-lie-about-content-strategy/
This made me wonder…

Photo © Flickr user Tony Aceves at flickr.com/photos/statichash/5973193176/
How should Content Strategy and SEO work together?

Photo © Flickr user Oberazzi at flickr.com/photos/oberazzi/318947873/
We both serve as advocates for people and their goals

Photo © Flickr user Andrew Morrell Photography at flickr.com/photos/andrewmorrell/1133366858/
We both use technologies that constantly evolve

Photo © Flickr user OscarUcho at flickr.com/photos/oscarsantiago/5964714364/
We both manage, measure, audit, and govern content

Photo © Flickr user SukiSuki at flickr.com/photos/sukisuki/3293817448/
We both treat content as a core business asset

Photo © Flickr user SuperPope at flickr.com/photos/superpope/4835162253/
We both have to argue just to do our jobs

Photo © Flickr user nouQraz at flickr.com/photos/nouqraz/200049988/
We both must constantly negotiate to “Yes!”

Photo © Flickr user kuddlyteddybear2004at flickr.com/photos/17708700@N07/5447355015/
And we both seek to change the organization from within

Photo © Flickr user chekabuje at flickr.com/photos/chekabuje/458359900/
How do the core tenants of Content Strategy fit into SEO?

Photo © Flickr user SuperPope flickr.com/photos/superpope/4835157983/
Content
                                                                        Strategy
                                                                        Creation
                                                                        Delivery
                                                                        Governance
                                                                        Information architecture
                                                                        Editorial strategy
                                                                        Web writing
                                                                        Metadata strategy
                                                                        Content management
                                                                        Distribution
Photo © Flickr user SuperPope flickr.com/photos/superpope/4835157983/   Halvorson, K. Content Strategy for the Web (2010). Pp. 31-35
CONTENT

Photo © Flickr user ►CubaGallery flickr.com/photos/cubagallery/5754150672/
Quality content draws
                                                                             people from search
                                                                             engines to a web site
                                                                             based on their queries.
                                                                             Human visitors use
                                                                             content to make
                                                                             decisions and create an
                                                                             impression of a web site
                                                                             and its brand.
                                                                             Search engine robots
                                                                             and crawlers also
                                                                             consume content to build
                                                                             their indices.
Photo © Flickr user ►CubaGallery flickr.com/photos/cubagallery/5754150672/
STRATEGY

Photo © Flickr user avyfain flickr.com/photos/avyfain/3052213656/
We don’t just drive
                                                                    traffic; that’s just a tactic!
                                                                    SEOs build brand
                                                                    awareness, positive
                                                                    perception, and market
                                                                    share by shaping content
                                                                    and experiences to be
                                                                    found and used by
                                                                    people.
                                                                    We measure this in
                                                                    traffic, sales, conversion,
                                                                    pages crawled/indexed,
                                                                    links, mentions, fans,
Photo © Flickr user avyfain flickr.com/photos/avyfain/3052213656/
                                                                    followers, feedback…
CREATION

Photo © Flickr user Carolina Biological Supply Company at flickr.com/photos/carolinabio/6141862680/
SEOs help search engines
                                                                                                      find, consume, index,
                                                                                                      and direct the right
                                                                                                      people to the right
                                                                                                      content.
                                                                                                      So SEOs want to be
                                                                                                      involved throughout the
                                                                                                      creative lifecycle, from
                                                                                                      conception to archival.
                                                                                                      We can offer insights
                                                                                                      that ease the creation
                                                                                                      process and drive more
                                                                                                      business value.
Photo © Flickr user Carolina Biological Supply Company at flickr.com/photos/carolinabio/6141862680/
DELIVERY

Photo © Flickr user lord enfield at flickr.com/photos/42424413@N06/5064658450/
If you’ve ever had to go
                                                                                 back to your content to
                                                                                 “fix it for SEO”, that’s a
                                                                                 sign of workflow failure.
                                                                                 SEO doesn’t have to be
                                                                                 hard and it works best
                                                                                 when it’s built into the
                                                                                 process.
                                                                                 SEOs can work with you
                                                                                 to make content
                                                                                 launches easy, efficient,
                                                                                 and effective.

Photo © Flickr user lord enfield at flickr.com/photos/42424413@N06/5064658450/
GOVERNANCE

Photo © Flickr user Crazy George at flickr.com/photos/crazygeorge/4638880464/
SEOs can play a core role
                                                                                in content standards,
                                                                                requirements, policies,
                                                                                maintenance, and
                                                                                archival.
                                                                                We ensure that search
                                                                                engines understand what
                                                                                content to consume at
                                                                                what point in time in
                                                                                order to direct users to
                                                                                the best experiences that
                                                                                meet their needs.


Photo © Flickr user Crazy George at flickr.com/photos/crazygeorge/4638880464/
INFORMATION ARCHITECTURE

Photo © Flickr user Moyan_Brenn_I'M BACK NOW at flickr.com/photos/aigle_dore/2781302139/
SEOs (and search
                                                                                           engines) know that
                                                                                           content lives within an
                                                                                           ecosystem of structures.
                                                                                           That includes on-page,
                                                                                           on-site, and off-site
                                                                                           factors, interfaces, and
                                                                                           structures.
                                                                                           SEOs seek to align these
                                                                                           to create the best user
                                                                                           experience and the best
                                                                                           crawler understanding of
                                                                                           relevancy and authority.
Photo © Flickr user Moyan_Brenn_I'M BACK NOW at flickr.com/photos/aigle_dore/2781302139/
EDITORIAL STRATEGY

Photo © Flickr user withassociates at flickr.com/photos/withassociates/5407324839/
SEOs aid in the editorial
                                                                                     process and standards
                                                                                     development by focusing
                                                                                     on a human audience
                                                                                     based on their specific
                                                                                     use of language.
                                                                                     But we also keep an eye
                                                                                     toward the search engine
                                                                                     robots and crawlers.
                                                                                     We help remind the
                                                                                     organization that people
                                                                                     use language with
                                                                                     robots as wayfinding
Photo © Flickr user withassociates at flickr.com/photos/withassociates/5407324839/
                                                                                     apps and utilities.
WEB WRITING

Photo © Flickr user Ivana Di Carlo at flickr.com/photos/ivypics/4398533301/
This is likely the single
                                                                              most misunderstood
                                                                              point of SEO. We’ve all
                                                                              seen the impact of poor
                                                                              writing labeled as “SEO”.
                                                                              SEO is not keyword spam.
                                                                              It’s not link spam. It’s not
                                                                              “writing for robots”.
                                                                              SEOs seek clear,
                                                                              meaningful content to be
                                                                              used by people.
                                                                              Why? Because robots
                                                                              don’t buy anything.
Photo © Flickr user Ivana Di Carlo at flickr.com/photos/ivypics/4398533301/
METADATA STRATEGY

Photo © Flickr user sarah0s at flickr.com/photos/sarahseverson/6245395188/
Metadata is more than
                                                                             <meta> content, which is
                                                                             erroneously associated
                                                                             with SEO.
                                                                             Good SEOs know that
                                                                             metadata standards and
                                                                             policies influence both
                                                                             taxonomy and usability.
                                                                             Great metadata allows
                                                                             for interoperability and
                                                                             findability throughout
                                                                             the information
                                                                             ecosystem.
Photo © Flickr user sarah0s at flickr.com/photos/sarahseverson/6245395188/
CONTENT MANAGEMENT

Photo © Flickr user Jukka Vuokko at flickr.com/photos/jvuokko/4566270758/
SEOs are focused just as
                                                                            much on back-end
                                                                            systems, processes, and
                                                                            policies as they are on
                                                                            front-end code, IA, UX
                                                                            and content.
                                                                            SEOs can work with CMS
                                                                            tools, workflows,
                                                                            migrations, and policies
                                                                            so that content is single-
                                                                            sourced, defined
                                                                            semantically, and
                                                                            managed efficiently as a
                                                                            core business asset
Photo © Flickr user Jukka Vuokko at flickr.com/photos/jvuokko/4566270758/
DISTRIBUTION

Photo © Flickr user Mr. Wright at flickr.com/photos/mattwright/1787856/
SEOs know that content
                                                                          doesn’t just live on our
                                                                          pages or sites.
                                                                          Content is part of an
                                                                          experiential ecosystem
                                                                          involving other
                                                                          publishers and their
                                                                          platforms.
                                                                          SEOs help build brand
                                                                          awareness, positive
                                                                          perception, and
                                                                          findability by earning
                                                                          attention from these
Photo © Flickr user Mr. Wright at flickr.com/photos/mattwright/1787856/
                                                                          external venues.
What do good content strategy and SEO (CS/SEO) look like?

Photo © Flickr user andercismo at flickr.com/photos/andercismo/2349098787/
CS/SEO makes tacit knowledge explicit, findable, and useful
 Example: http://www.rei.com/expertadvice/articles/backpack.html
CS/SEO transforms content for traffic & engagement
Example: http://www.rei.com/features/infographics/backpacks.html
CS/SEO links content with data to aid in wayfinding
      Example: http://www.rei.com/guidepost/map
CS/SEO builds real-world skills/communities across channels
        Example: http://www.rei.com/outdoorschool/260/
That’s what Content Strategy and SEO did for REI
     They amazed and delighted the people we care about most
Photo © Flickr user sean dreilinger at flickr.com/photos/seandreilinger/4208435158/
What will they do for you?

Photo © Flickr user Oberazzi at flickr.com/photos/oberazzi/318947873/
Thank you!
    Jonathon Colman
    Agile SEO for REI
    Home:     www.jonathoncolman.org
    Twitter: @jcolman
    E-mail:   jcolman@rei.com

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SEO From a Content Strategy Perspective

  • 1. SEO from a Content Strategy Perspective Photo © Flickr user andercismo at flickr.com/photos/andercismo/2349098787/
  • 2. A.K.A., THE CONTENT STRATEGY OF SEO Jonathon Colman www.jonathoncolman.org Twitter @jcolman Agile SEO for REI www.REI.com
  • 6. This made me wonder… Photo © Flickr user Tony Aceves at flickr.com/photos/statichash/5973193176/
  • 7. How should Content Strategy and SEO work together? Photo © Flickr user Oberazzi at flickr.com/photos/oberazzi/318947873/
  • 8. We both serve as advocates for people and their goals Photo © Flickr user Andrew Morrell Photography at flickr.com/photos/andrewmorrell/1133366858/
  • 9. We both use technologies that constantly evolve Photo © Flickr user OscarUcho at flickr.com/photos/oscarsantiago/5964714364/
  • 10. We both manage, measure, audit, and govern content Photo © Flickr user SukiSuki at flickr.com/photos/sukisuki/3293817448/
  • 11. We both treat content as a core business asset Photo © Flickr user SuperPope at flickr.com/photos/superpope/4835162253/
  • 12. We both have to argue just to do our jobs Photo © Flickr user nouQraz at flickr.com/photos/nouqraz/200049988/
  • 13. We both must constantly negotiate to “Yes!” Photo © Flickr user kuddlyteddybear2004at flickr.com/photos/17708700@N07/5447355015/
  • 14. And we both seek to change the organization from within Photo © Flickr user chekabuje at flickr.com/photos/chekabuje/458359900/
  • 15. How do the core tenants of Content Strategy fit into SEO? Photo © Flickr user SuperPope flickr.com/photos/superpope/4835157983/
  • 16. Content Strategy Creation Delivery Governance Information architecture Editorial strategy Web writing Metadata strategy Content management Distribution Photo © Flickr user SuperPope flickr.com/photos/superpope/4835157983/ Halvorson, K. Content Strategy for the Web (2010). Pp. 31-35
  • 17. CONTENT Photo © Flickr user ►CubaGallery flickr.com/photos/cubagallery/5754150672/
  • 18. Quality content draws people from search engines to a web site based on their queries. Human visitors use content to make decisions and create an impression of a web site and its brand. Search engine robots and crawlers also consume content to build their indices. Photo © Flickr user ►CubaGallery flickr.com/photos/cubagallery/5754150672/
  • 19. STRATEGY Photo © Flickr user avyfain flickr.com/photos/avyfain/3052213656/
  • 20. We don’t just drive traffic; that’s just a tactic! SEOs build brand awareness, positive perception, and market share by shaping content and experiences to be found and used by people. We measure this in traffic, sales, conversion, pages crawled/indexed, links, mentions, fans, Photo © Flickr user avyfain flickr.com/photos/avyfain/3052213656/ followers, feedback…
  • 21. CREATION Photo © Flickr user Carolina Biological Supply Company at flickr.com/photos/carolinabio/6141862680/
  • 22. SEOs help search engines find, consume, index, and direct the right people to the right content. So SEOs want to be involved throughout the creative lifecycle, from conception to archival. We can offer insights that ease the creation process and drive more business value. Photo © Flickr user Carolina Biological Supply Company at flickr.com/photos/carolinabio/6141862680/
  • 23. DELIVERY Photo © Flickr user lord enfield at flickr.com/photos/42424413@N06/5064658450/
  • 24. If you’ve ever had to go back to your content to “fix it for SEO”, that’s a sign of workflow failure. SEO doesn’t have to be hard and it works best when it’s built into the process. SEOs can work with you to make content launches easy, efficient, and effective. Photo © Flickr user lord enfield at flickr.com/photos/42424413@N06/5064658450/
  • 25. GOVERNANCE Photo © Flickr user Crazy George at flickr.com/photos/crazygeorge/4638880464/
  • 26. SEOs can play a core role in content standards, requirements, policies, maintenance, and archival. We ensure that search engines understand what content to consume at what point in time in order to direct users to the best experiences that meet their needs. Photo © Flickr user Crazy George at flickr.com/photos/crazygeorge/4638880464/
  • 27. INFORMATION ARCHITECTURE Photo © Flickr user Moyan_Brenn_I'M BACK NOW at flickr.com/photos/aigle_dore/2781302139/
  • 28. SEOs (and search engines) know that content lives within an ecosystem of structures. That includes on-page, on-site, and off-site factors, interfaces, and structures. SEOs seek to align these to create the best user experience and the best crawler understanding of relevancy and authority. Photo © Flickr user Moyan_Brenn_I'M BACK NOW at flickr.com/photos/aigle_dore/2781302139/
  • 29. EDITORIAL STRATEGY Photo © Flickr user withassociates at flickr.com/photos/withassociates/5407324839/
  • 30. SEOs aid in the editorial process and standards development by focusing on a human audience based on their specific use of language. But we also keep an eye toward the search engine robots and crawlers. We help remind the organization that people use language with robots as wayfinding Photo © Flickr user withassociates at flickr.com/photos/withassociates/5407324839/ apps and utilities.
  • 31. WEB WRITING Photo © Flickr user Ivana Di Carlo at flickr.com/photos/ivypics/4398533301/
  • 32. This is likely the single most misunderstood point of SEO. We’ve all seen the impact of poor writing labeled as “SEO”. SEO is not keyword spam. It’s not link spam. It’s not “writing for robots”. SEOs seek clear, meaningful content to be used by people. Why? Because robots don’t buy anything. Photo © Flickr user Ivana Di Carlo at flickr.com/photos/ivypics/4398533301/
  • 33. METADATA STRATEGY Photo © Flickr user sarah0s at flickr.com/photos/sarahseverson/6245395188/
  • 34. Metadata is more than <meta> content, which is erroneously associated with SEO. Good SEOs know that metadata standards and policies influence both taxonomy and usability. Great metadata allows for interoperability and findability throughout the information ecosystem. Photo © Flickr user sarah0s at flickr.com/photos/sarahseverson/6245395188/
  • 35. CONTENT MANAGEMENT Photo © Flickr user Jukka Vuokko at flickr.com/photos/jvuokko/4566270758/
  • 36. SEOs are focused just as much on back-end systems, processes, and policies as they are on front-end code, IA, UX and content. SEOs can work with CMS tools, workflows, migrations, and policies so that content is single- sourced, defined semantically, and managed efficiently as a core business asset Photo © Flickr user Jukka Vuokko at flickr.com/photos/jvuokko/4566270758/
  • 37. DISTRIBUTION Photo © Flickr user Mr. Wright at flickr.com/photos/mattwright/1787856/
  • 38. SEOs know that content doesn’t just live on our pages or sites. Content is part of an experiential ecosystem involving other publishers and their platforms. SEOs help build brand awareness, positive perception, and findability by earning attention from these Photo © Flickr user Mr. Wright at flickr.com/photos/mattwright/1787856/ external venues.
  • 39. What do good content strategy and SEO (CS/SEO) look like? Photo © Flickr user andercismo at flickr.com/photos/andercismo/2349098787/
  • 40. CS/SEO makes tacit knowledge explicit, findable, and useful Example: http://www.rei.com/expertadvice/articles/backpack.html
  • 41. CS/SEO transforms content for traffic & engagement Example: http://www.rei.com/features/infographics/backpacks.html
  • 42. CS/SEO links content with data to aid in wayfinding Example: http://www.rei.com/guidepost/map
  • 43. CS/SEO builds real-world skills/communities across channels Example: http://www.rei.com/outdoorschool/260/
  • 44. That’s what Content Strategy and SEO did for REI They amazed and delighted the people we care about most Photo © Flickr user sean dreilinger at flickr.com/photos/seandreilinger/4208435158/
  • 45. What will they do for you? Photo © Flickr user Oberazzi at flickr.com/photos/oberazzi/318947873/
  • 46. Thank you! Jonathon Colman Agile SEO for REI Home: www.jonathoncolman.org Twitter: @jcolman E-mail: jcolman@rei.com