Content SEO Strategy & Case Study - B2B Content Marketing

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Content SEO Strategy and case study presentation with TopRank Marketing and PRWeb at MarketingProfs B2B Forum in Boston. Presentation delivered by Jiyan Wei of Vocus (PRWeb) and Lee Odden of …

Content SEO Strategy and case study presentation with TopRank Marketing and PRWeb at MarketingProfs B2B Forum in Boston. Presentation delivered by Jiyan Wei of Vocus (PRWeb) and Lee Odden of TopRankMarketing.com.

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  • TopRank Online Marketing SEO, Social Media and Content Marketing Consulting: http://www.toprankmarketing.com Grow your online business with tips, how to’s, articles, interviews and conference liveblogging at Online Marketing Blog: http://www.toprankblog.com Follow TopRank on Twitter: http://twitter.com/toprank Follow Lee Odden on Twitter: http://twitter.com/leeodden
  • http://www.toprankblog.com/2010/02/3-reasons-pr-communications-need-to-know-seo/
  • http://www.emarketer.com/Article.aspx?R=1007131
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Search & Social Media Keyword Research Analyze search results landscape Define buyer personas & buying cycle Inventory existing content & assets Develop editorial plan for new content Map keywords to content & digital assets Operationalize content & media creation with SEO Develop off page DAO assets Promote/syndicate via distribution channels Ongoing measurement with web, social and search analytics
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .
  • Moved through 2007 along but by Q3 and Q4 started to see declines in rankings, index rates. . .

Transcript

  • 1. Content SEO Best Practices and What to Avoid Lee Odden - @leeodden CEO, TopRankMarketing.com   Jiyan Wei - @PRWeb Product Manager, Vocus, PRWeb.com
  • 2. About TopRank Marketing .com Media: Clients:
    • Content Marketing, Social Media, SEO
    • Consulting, Implementation, Training
    PRWeb.com : Leading, Innovative Press Release Distribution Service. Hosts over 500,000 press releases.
  • 3.
      • Lee Odden (@leeodden ) is the CEO of TopRank Online Marketing, a Minnesota-based Social SEO & Content Marketing agency specializing in strategic Internet marketing consulting , training, and implementation services.
      • A veteran Internet marketer, Odden has consulted for clients such as HP, McKesson, BT Syntegra, PRWeb, and the national PRSA.
      • Odden is one of 25 online marketing experts featured in "Online Marketing Heroes" published by Wiley, and has been cited for his search and social media marketing expertise by The Economist, U.S. News, and Fortune Magazine.
      • An active thought leader in the search marketing industry, he edits & writes Online Marketing Blog and has contributed to top industry publications such as Mashable, iMedia Connection, MediaPost & Yahoo Search Marketing Blog.
      • A sought-after digital marketing industry speaker, Odden conducts seminars for companies and regularly presents at Search Engine Strategies, WebmasterWorld Pubcon, DMA and PRSA International conferences.
      • He is active in the industry serving on several advisory councils for the DMA and board of advisors for Search Engine Strategies.
    Speaker: Lee Odden
  • 4.
    • As Director of Product Management, Jiyan Wei helps drive product platform strategy and roadmap execution for PRWeb , the leading online news distribution service from Vocus. 
    • He supports strategic business planning, partnerships, and marketing/sales.
    • Prior to Vocus he served as Vice President of Online Services for v-Fluence Public Relations where he was responsible for defining and developing services to monitor and analyze online activity.
    • Wei received by BA in English from Georgetown University and Masters in Media/Communications from the London School of Economics where his dissertation focused on media production and consumption in social media communities.
    • Wei is currently on the vendor council for the Society for New Communications Research (SNCR) and in addition to writing the New Influencer, he co-hosts Webmaster Radio’s Cover Story, a podcast on public relations and technology.
    Speaker: Jiyan Wei
  • 5. Agenda
    • B2B Content Optimization Strategy
    • Core SEO Tips
    • B2B SEO Best & Worst Practices
    • PRWeb Case Study
  • 6. B2B Digital Marketing Newsletters PPC Email Social Media White Papers SEO Webinars Sponsorships Video Website
  • 7.
    • Forrester Research:
    • 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead
    • 59% of that interactive spend will go towards SEO and PPC
    Digital Marketing Trends
  • 8. SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer
  • 9. What Happens With Poor SEO? What we see
  • 10. What Happens With Poor SEO? Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status * Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars Account * Cart * My Account * My Saved Items * Order Status Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved. Stratford Hall has no ranking for “business holiday cards” first 5 pages on Google What search engines see:
  • 11. What Happens With Good SEO? What we see
  • 12. What Happens With Good SEO? What we see
  • 13. What Happens With Good SEO?
    • Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards
    • Meta Description : Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices.
    • Meta Keywords : greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons
    • HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central )
    • * Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards * Get Well Cards * Spanish Cards * See All
    Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. © 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations #1 on Google “ holiday business cards” What search engines see:
  • 14. If it can be searched
    • It can be
    • Optimized
  • 15. Optimized Content Strategy SEO Goals Search Traffic Inquiries Sales Customer Service Media Relations Talent Acquisition
  • 16. Optimized Content Strategy Keywords SERPs Personas Assets Editorial Mapping Operationalize Off Page DAO Promote Measure
  • 17. Optimized Content Strategy SERPs Personas Assets Editorial Mapping Operationalize Off Page DAO Promote Measure Keywords
  • 18. Optimized Content Strategy SERPs Assets Editorial Mapping Operationalize Off Page DAO Promote Measure Keywords Personas
  • 19. Optimized Content Strategy Assets Editorial Mapping Operationalize Off Page DAO Promote Measure Keywords SERPs Personas
  • 20. Optimized Content Strategy Editorial Mapping Operationalize Off Page DAO Promote Measure Keywords SERPs Personas Assets
  • 21. Optimized Content Strategy Mapping Operationalize Off Page DAO Promote Measure Keywords SERPs Personas Assets Editorial
  • 22. Optimized Content Strategy Operationalize Off Page DAO Promote Measure Keywords SERPs Personas Assets Editorial Mapping
  • 23. Optimized Content Strategy Off Page DAO Promote Measure Keywords SERPs Personas Assets Editorial Mapping Operationalize
  • 24. Optimized Content Strategy Promote Measure Keywords SERPs Personas Assets Editorial Mapping Operationalize Off Page DAO
  • 25. Optimized Content Strategy Measure Keywords SERPs Personas Assets Editorial Mapping Operationalize Off Page DAO Promote
  • 26. Optimized Content Strategy Keywords SERPs Personas Assets Editorial Mapping Operationalize Off Page DAO Promote Measure
  • 27. Core Search Engine Optimization
    • Definition of SEO:
    A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.
  • 28. SEO for New Google Third Colum Added
  • 29. SEO for New Google
  • 30. Core SEO Keywords & Content Search Friendly Site Link Building
  • 31. Core SEO: Keywords
    • Keywords
    • Content
    • Search Friendly
    • Links
  • 32. B2B Marketing Automation
    • New site focused on very competitive keyword mix:
    • #1 “marketing automation”
    • #2 “ b2b marketing ”
    • #2 “lead nurturing”
    • Plus 100’s of keywords in top 10 rankings
    • Why?
    • Keyword research
    • Their commitment to content & content optimization
    marketo.com
  • 33.
    • Keywords show intent:
    • Broad
    • Brands
    • Specifics
    Core SEO: Keywords Search Sales Funnel Research Consider Buy
  • 34.
    • Find the keywords your customers use to find your products/services:
    • Brainstorm based on solutions & customer needs
    • Interview or survey customers
    • Review current web analytics
    • Poll sales & customer service staff
    • Review competitor content
    Core SEO: Keywords
  • 35. Core SEO: Keyword Tools
    • Google AdWords Tool, Insights, Trends
    • Keyword Discovery
    • Wordtracker
    • Wordstream
    • SEMRush.com
    • Social Media Monitoring!
  • 36. Core SEO: Keyword Glossary
    • Category
    • Popularity
    • Competition
    • Relevance
    • Map to URLs
  • 37. Core SEO: Content Optimization
    • Keywords
    • Content
    • Search Friendly
    • Links
    Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages. Keyword Heading The optimized text includes a mix of meaningful keywords as well as key word variations. Content should be natural and also include anchor text links to related pages.
  • 38. Core SEO: Inventory Content
    • Doc Types:
    • Web pages
    • Images
    • Video
    • Audio
    • PDFs
    • MS Office Docs
    • Blog/RSS
    • Content Types:
    • Products/Service
    • News
    • FAQ
    • Case Studies
    • White Papers
    • Newsletters
    • Customer Support
  • 39. Types of SEO
    • Search Engine Optimization
    • Digital Asset Optimization
    • Social Media Optimization
    • Mobile Optimization
    Verizon
  • 40. Core SEO: Content Optimization
    • Optimize for 1-2 phrases
    • per page
    • Title tags
    • Headings
    • Paragraph titles
    • Keywords in body copy
    • Anchor text in links
    • Image alt text
  • 41. Core SEO: Content Optimization Tool
  • 42. Core SEO: Search Friendly
    • Keywords
    • Content
    • Search Friendly
    • Links
    Google Yahoo Bing
  • 43.
    • Googlebot finds links to documents
    • Makes a copy of the web
    • Organizes into an index
    • Repeat
    Googlebot Basics:
    • Keyword1 - Doc 14334
    • Keyword2 - Doc 75633
    • Keyword3 - Doc 18631
    • Keyword4 - Doc 40035
    • Keyword5 - Doc 12983
    • Keyword6 - Doc 35634
  • 44.
    • Make it easy for search engines
    Search Friendly Website Easy to find & revisit site Easy to crawl links Site Architecture
  • 45.
    • Avoid Crawling Issues
    • Unnecessarily complex URLs & session ids
    • Multiple URLs to duplicate content
    • Temporary redirects
    • Site navigation with Ajax, Flash, JavaScript
    Search Friendly Website
  • 46. Search Friendly Website
  • 47.
    • Make URLs search & user friendly
    Search Friendly Website
  • 48.
    • Avoid: Navigation with Flash, Ajax or JavaScript
    Search Friendly Website
  • 49. Search Friendly Website
    • Fresh, themed content
    • Logical site structure: categories, sub-categories
    • Add new content regularly
    Source: webmasterworld.com
  • 50. Digital Asset Optimization
    • Including Social Media
    • Text
    • MS Office Docs
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Optimize & Promote
  • 51. Core SEO: Links
    • Keywords
    • Content
    • Technical
    • Links
  • 52. PR Industry Association
    • Increased competition
    • New site platform
    • SEO Audit & Linking
    • Search referrals increased 450%
    • Links increased 1,000%
    • 105+ #1 Rankings on Google
    • Public Relations
    prsa.org
  • 53. Link Building Tips
    • Use keywords in link text
      • Yes: red widget No: click here
    • Earn links with great content
    • Promote on social networks
    • Link up with marketing partners
    • Cross link internally
    • Embed links in news releases
    • Social bookmark pickups
    • Syndicate content via RSS
  • 54. Link Building Tactics
  • 55. Social Media Link Building Blog
  • 56.
    • Daily Content
    • Social Promotion
    • Diverse Inlinks
    • 1,000’s New Links Monthly without asking
    • 30k RSS Subscribers
    • 20k Twitter Followers
    • 2k Facebook Fans
    • #2 “ online marketing ”
    • 110k+ Uniques/mo
    Social Media Link Building: Blog
  • 57.
    • Using keywords important to you, not customers
    • Keywords missing in content and text links
    • Overzealous keyword use
    • Content is not reachable by search bots
    • Optimizing for search engines before people
    • Content is not added or organized – according to themes/categories
    • Ignoring the SEO value of social participation
    • Not monitoring KPIs and ongoing refinement
    Worst Practices SEO
  • 58. Challenges & Migration
    • Challenges you may run into if you have a large website
    • Duplicate content issues
    • Planning a redesign of your existing website (Migration Plan)
  • 59. Manufacturer
    • New CMS & Site Content
    • Introduced 10k new pages
    • SEO Audit, Migration Plan & Linking
    • 110+ #1 Rankings on Google
    • Ex: “ flat panel mounts ”
    • Inbound link increase 44%
    • Search Engine traffic has increased by 81%
    chiefmfg.com
  • 60. Large Web Site SEO Issues
    • SEO un-friendly content management systems
    • Uncoordinated content creation standards
    • Lack of coordinated keyword focus
    • Different groups competing for same keywords
    • Crawling issues due to pagination, lack of link structure/categorization
    • Lack of targeted content promotion & link building
  • 61. Duplicate Content
    • Publishing the same content on the corporate site plus: microsites, blog, PDF, multi-English language sites, contributed articles
    • Offering print friendly version of pages
    • Publishing geographically different pages but content is substantially the same
  • 62. SEO & Site Re-design
    • Changing a CMS or Web Design can KILL your search visibility without a migration plan.
  • 63.
    • Situation:
    • New web design
    • Increase visibility & inquiries
    • SEO Audit, Migration Plan & Linking Results:
    • Unique visitors increased 48% in 6 months
    • #1 rankings increased 103% in 6 months
    • Document Imaging
    • Weekly inquiries increased 400%
    Document Imaging Services imagingservices.com
  • 64. SEO & Site Re-Design: Migration
    • Consider keeping the same file naming structure
    • 301 redirect all old or changed URLs
    • Create custom 404 error pages
    • Look for broken links
    • Create a HTML site map
    • Create an XML site map
    • Maintain consistency with optimized content
    • Update inbound links
    • Tell your SEO
  • 65.
    • Goals Determine Tools and Metrics. KPIs:
    • Pages indexed
    • Crawling errors & Webmaster Tools Reports
    • Rankings relative to your own site over time
    • Inbound links: quantity, quality, longevity
    • Keyword referrals from search
    • Link traffic
    • Social media citations & traffic
    • Goal pages & conversions
    Search Analytics
  • 66. PRWeb B2B SEO Case Study
  • 67. About Jiyan Wei
    • Director, Product Management @ Vocus
    • ‘ Owns’ PRWeb and Vocus SB edition
    • Spoken @ SES, SMX, PubCon, Newcomm Forum, etc.
    • Published in SES Magazine, PRSA Tactics, Visibility Magazine, DMNews, etc.
    • Blogs @ newinfluencer.com and bloggingprweb.com
  • 68. About PRWeb
    • Publishes over 80k news releases annually on behalf of 30K customers
    • Over 300k direct subscribers
    • Over 2m unique visits monthly
    • PRWeb.com currently hosts over 500k news releases
    • Syndication partnerships with leading publishers (i.e. Yahoo! News, Topix)
  • 69. The SEO Value of PRWeb
  • 70. PRWeb (2007)
    • SEO Strategy (2007):
    • Ownership : R&D
    • Knowledge : Individualized
    • Process : Ad hoc / reactionary
    • Measurement : Inconsistent
  • 71. PRWeb (2007)
    • Developments:
    • Co-branded sites
    • ‘ Tags’
    • Increased content
  • 72. PRWeb (2007)
    • Issues:
    • Duplicate content
    • Keyword stuffing
    • Slow load time
    • Site errors
    • Solutions:
    • Differentiate canonical from syndicate
    • Eliminated tag pages
    • Caching / static rendering
    • Operational approach to eliminating site errors
  • 73. SEO Strategy
    • SEO Strategy (2007):
    • Ownership : R&D
    • Knowledge : Individualized
    • Process : Ad hoc / experimental
    • Measurement : Ad hoc
    • SEO Strategy Today:
    • Ownership : Collaborative
    • Knowledge : Institutionalized
    • Process : Operational
    • Measurement : Scheduled
  • 74. Collaborative Ownership
    • Stakeholders :
    • R&D – To implement features in an SEO-friendly manner.
    • Product Management - To design and introduce features that benefit SEO. Interface with additional external stakeholders.
    • Marketing
      • Analytics – To monitor and analyze SEO trends.
      • SEO – To understand trends and best practices.
    • Agency – Support internal SEO and PM.
  • 75. Institutionalized Knowledge
    • Tactics:
    • Participation in industry events (i.e. SES, SMX)
    • SEO blogs (i.e. Google Webmaster, Google Search)
    • Industry experts (i.e. TopRank  )
    • Internal training for support & sales
    • Knowledge repositories (i.e. central desktop)
  • 76. Operational Process
    • Components:
    • Prioritization of SEO
    • Scheduling of SEO projects into releases
    • SEO-focused releases
    • Process for responding to emergency situations
  • 77. Scheduled Measurement
    • Components:
    • Daily / monthly tracking of KPI’s
    • Quarterly audits
    • Blend of internal / external tools (i.e. Webmaster tools, Analytics)
    • Process for addressing and responding to issues
  • 78. Your Next Steps
    • Develop an Optimized Content Strategy
    • Create & Promote Content Regularly
    • Develop Channels of Distribution & Social Links
    • Leverage Both Web & Social Media Analytics
    • Sign up for the TopRank Marketing Newsletter
  • 79.
    • Contact: Jiyan Wei
    • 1-866-640-6397
    • bloggingprweb.com
    • newinfluencer.com
    • Twitter: @prweb
    • Contact: Lee Odden
    • [email_address]
    • 1-877-872-6628
    • TopRank Marketing .com
    • TopRank Blog .com
    • Twitter: @leeodden
    • Marketing Newsletter
    Thank You – Q &A
  • 80. Resources: SEO Books
    • SEO Warrior – John I. Jerkovic
    • Art of SEO – Eric Enge, Stephan Spencer, Rand Fishkin, Jessie C. Stricchiola
    • Search Engine Marketing Inc, 2nd Edition – Mike Moran & Bill Hunt
    • Search Engine Optimization: An Hour a Day – Jennifer Grappone & Gradiva Couzin
    • The Truth about Search Engine Optimization – Rebecca Lieb
    • Search Engine Visibility, 2nd Edition – Shari Thurow
    • SEO: Search Engine Optimization Bible – Jerri L. Ledford
    • SEO Made Simple - Michael H. Fleischner
    • Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing – Kristopher B. Jones
    • Building Findable Websites: Web Standards SEO and Beyond – Aarron Walter
    • The Findability Formula: Easy, Non-Technical Approach to SEM – Heather F. Lutze
    • Landing Page Optimization – Tim Ash
    • Website Optimization: Speed, Search Engine & Conversion Rate Secrets – Andrew King
    • Inbound Marketing - Brian Halligan & Dharmesh Shah
    • Search Engine Optimization Secrets - Danny Dover
    • Marketing in the Age of Google - Vanessa Fox