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real_world_winning_tactics_for_content-ted_ulle.ppt

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Transcript

  • 1. 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
  • 2. Don’t build a
  • 3. Business Process & Workflow Must Support SEO
  • 4. Training for SEO
    • Locate & educate everyone in the workflow
    • Dedicated analytics for each person
    • Hold regular team meetings
  • 5.
    • 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)
  • 6.
    • 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
  • 7.
    • 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” )
  • 8. 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
  • 9. 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
  • 10. SIMPLE and SEAMLESS
    • - for the End User
    Make Simplicity your Discipline - for Maintenance - for Search Engines
  • 11. Where Do “Seams” Come From?
  • 12. Someone is Showing Off!
  • 13. 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
  • 14. 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
  • 15. Despite All Your Planning… Things WILL Go Wrong
    • Data Queries are Slow
    • Content Breaks the Template
    • SEO Mangles the Message
    • CMS Mangles Everything
  • 16. 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???
  • 17.
    • 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
  • 18. Don’t build a