Conductor C3 2012

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An inside look at how REI utilized Agile & Content to move it's SEO program forward

An inside look at how REI utilized Agile & Content to move it's SEO program forward

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Transcript

  • 1. AN INSIDE LOOKJORDAN LEBARON, MANAGER, INTERNET MARKETING
  • 2. WHAT IS REI?
  • 3. WHAT IS REI?
  • 4. Inspire, educate and outfit for a lifetime of outdoor adventure and stewardship
  • 5. 303 Lafayette Street
  • 6. OUR CHALLENGE
  • 7. We faced changingLANDSCAPES http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/ http://www.flickr.com/photos/cabbit/4405135791/
  • 8. We lackedVISIBILITY http://www.flickr.com/photos/cabbit/4405135791/
  • 9. SEO ≠“STORE ENTERED ORDERS”
  • 10. Too busy avoidingHiPPOS http://www.flickr.com/photos/digitalart/2556546177
  • 11. We wereSILOED http://www.flickr.com/photos/wili/3956062575/
  • 12. We lackedAGILITY http://www.flickr.com/photos/26112504@N05/3031027248/
  • 13. THE PLAN
  • 14. http://www.starwars.com/explore/encyclopedia/characters/hansolo/
  • 15. • Telling our Story• Agile• Content• Soft Skills
  • 16. Telling our story http://www.flickr.com/photos/reedinglessons/2251782928
  • 17. withDATA http://www.flickr.com/photos/inque3/6175310592
  • 18. withVISUALIZATIONS http://www.flickr.com/photos/birgerking/3145391821
  • 19. withORBS
  • 20. Users > Robots
  • 21. Shrink the Change http://www.flickr.com/photos/pasukaru76/3998209007
  • 22. AGILE DEVELOPMENT http://www.flickr.com/photos/jamiepatra/5232251602/
  • 23. Cross-functional teams http://www.flickr.com/photos/joriel/2193885168
  • 24. Bias towards action http://www.flickr.com/photos/bitzcelt/4787422150
  • 25. Don’t Hate. Iterate http://www.flickr.com/photos/st3f4n/4193370268
  • 26. CONTENT http://www.flickr.com/photos/paolomargari/3551552239
  • 27. Product Information
  • 28. Product Information
  • 29. Expert Advice
  • 30. CONTENT: EXPERT ADVICEExpert Advice
  • 31. Expert Advice
  • 32. Infographics
  • 33. SOFT SKILLS http://www.flickr.com/photos/sweenpole2001/3915441536
  • 34. Customers First http://www.flickr.com/photos/seandreilinger/4208435158
  • 35. Practice Transparency http://www.flickr.com/photos/swang168/368748525
  • 36. Relationships Matter http://www.flickr.com/photos/9619972@N08/1350940605
  • 37. THE RESULTS
  • 38. +96%
  • 39. WHAT’S NEXT?
  • 40. AGILE SEO
  • 41. AGILE MARKETING
  • 42. CONTENT STRATEGY
  • 43. KEY TAKEAWAYS
  • 44. Tell YOUR story http://www.flickr.com/photos/reedinglessons/2251782928
  • 45. Adopt Agile Elements http://www.flickr.com/photos/jamiepatra/5232251602/
  • 46. Content with Utility http://www.flickr.com/photos/paolomargari/3551552239
  • 47. Develop the Soft Skills http://www.flickr.com/photos/sweenpole2001/3915441536
  • 48. THANK YOU
  • 49. QUESTIONS?twitter: @jordanlebaron