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    real_world_winning_tactics_for_content-ted_ulle.ppt real_world_winning_tactics_for_content-ted_ulle.ppt Presentation Transcript

    • Content Creation Winning Tactics for the Real World Presented by: Ted Ulle (tedster) Administrator – WebmasterWorld Senior Search Analyst – Converseon Senior Editor – Search Engine Marketing Journal
    • Don’t build a
    • Business Process & Workflow Must Support SEO
    • Training for SEO
      • Locate & educate everyone in the workflow
      • Dedicated analytics for each person
      • Hold regular team meetings
      • Great Identification of Players
        • IT Dept, Marketing, Web Design, Writers, Analytics
      • Strong Education Kick-Off
        • High Enthusiasm and Collaboration
      • Half of Team Reassigned 4 Weeks Later!
      War Story #1 Management MUST Buy In (Major Enterprise - Silicon Valley)
      • Marketing strategy
        • 1. Content – concept level
      • Back end decisions
        • Server, CMS, Analytics
      • Keyword Research
      • Information Architecture & Menus
        • 2. Content – develop full copy
      • Graphic Design – Templates
        • 3. Content – ‘web edit’ in a browser
      Business Goal is #1 – ALWAYS! Document Each Decision
      • Product is aimed at doctors
        • Search term is used by the layman (B2C not B2B)
      • Gained #1 and #2 rankings
        • 150 pages of content & sales decreased!
      • Happy ending
        • Marketing re-thinks entire strategy, from start-up to market leader
      War Story #2 Beware of Chasing Trophy Keywords (niche market – “homeopathy software” )
    • I nformation
      • Resources:
        • Information Architecture for the Small Site webmasterworld.com/forum21/7649.htm
      • 2. O’Reilly
      • Information Architecture for the World Wide Web – 3 rd Ed
      • Designing Large-Scale Web Sites
      A rchitecture BEFORE menu decisions – the right buckets for your content – article article K n o w l e d g e access
    • Final Web Edit
      • Content Interacts with Layout
      • CSS is web typesetting
        • you can KILL good content with bad layout
        • or boost weak content with good layout
        • study print typography – centuries of learning
      Resource: Elements of Typographic Style by Robert Bringhurst
    • SIMPLE and SEAMLESS
      • - for the End User
      Make Simplicity your Discipline - for Maintenance - for Search Engines
    • Where Do “Seams” Come From?
    • Someone is Showing Off!
    • Showing Off ...
      • Graphic Design
      • Fancy Programming “Features”
      • IT Folks Writing Content !!!
        • Search Results
        • Error messages
        • Auto-responders
        • A big part of the user experience
      Works Against Your Business Purpose Typical Culprits
    • Code Geeks Should Not Write Content - EVER !
      • Yahoo Directory:
      • “ Invalid Payment Instrument Data”
      • Database driven “Menu” click
      • “ Search produced no results”
      War Stories #3 & #4
    • Despite All Your Planning… Things WILL Go Wrong
      • Data Queries are Slow
      • Content Breaks the Template
      • SEO Mangles the Message
      • CMS Mangles Everything
    • Thou Shalt Not Kludge !!!
      • Better Late
      • Than Lousy !
      • Expect to Make Trade Offs
      • Keep All the Priorities Straight
      WHEN IT’S TIME FOR A FIX… HOW???
      • Marketing strategy
        • 1. Content – concept level
      • Back end decisions
        • server, cms, analytics
      • Keyword Research
      • Information Architecture
        • 2. Content – develop full copy
      • Graphic Design
        • 3. Content – ‘web edit’ in a browser
      Business Goal is #1 – ALWAYS! Document Each Decision
    • Don’t build a