SEO Courses in Bangalore1. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
HOW TO BUILD
INTO CONTENT
STRATEGY
SEO
2. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
JONATHON COLMAN
PRINCIPAL EXPERIENCE
ARCHITECT FOR REI
WWW.REI.COM
TWITTER @JCOLMAN
3. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
CAN HUMANS
LIVE WITH…
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ROBOTS?!
8. Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
9. Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
10. Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
HEY, THAT’S CONTENT
STRATEGY… RIGHT IN
OUR MISSION!
11. Logo copyright © REI - http://www.REI.com/
AT REI WE VALUE
AUTHENTICITY,
TRANSPARENCY, AND
FRIENDLY EXPERTISE.
12. Logo copyright © REI - http://www.REI.com/
SO I HAVE A LITTLE
CONFESSION TO
MAKE TODAY…
15. OK, OK… I MIGHT BE
A LITTLE BIT.
EXAGGERATING
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YEAH. I’M ONE OF
THESE GUYS.
19. Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.
A NERD.
22. SO LET’S BUILD A BRIDGE:
BETWEEN CONTENT
STRATEGY OVER HERE
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…AND SEO
OVER HERE
25. CORE VALUES MATTER.
SO WE’LL START BY
EXPOSING A FEW OLD
MYTHS
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26. Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
MYTH #1:
YOU CAN
SHORT-CUT
YOUR WAY
TO SEO
29. Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
MYTH #2:
YOU HAVE
TO SPAM
TO RANK
31. SPAM CAN’T
DO THIS
Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
38. NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED
CONTENT DRIVING OUR
“RICH SNIPPETS”
ORIGNAL, BRAND-DRIVEN
PRODUCT INFORMATION
WRITTEN BY OUR TEAM
OF IN-HOUSE EXPERTS
39. MYTH #3:
SEO TAKES
AWAY FROM
MY OTHER
EFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
40. REALITY:
THESE ALL WORK
BETTER TOGETHER
THAN THEY EVER
COULD APART.
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
41. YOU CAN EVEN USE
SEO METRICS TO
CREATE BUSINESS
CASES TO SUPPORT
YOUR OTHER WORK.
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
$$$
43. MYTH #4:
SEO IS FOR
ROBOTS, NOT
PEOPLE
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48. WE USE THEM TO
FIND THE THINGS
THAT WE NEED
Image copyright © Jonathon Colman
49. DESIGN FOR REAL
PEOPLE, ACCOUNT
FOR THE ROBOTS
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53. WRITE AND DESIGN
FROM YOUR
AUDIENCE’S NEEDS
OUT, NOT FROM THE
KEYWORDS IN.
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54. KEYWORD RESEARCH CAN’T DO THIS.
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CLICK HERE TO
WATCH THIS VIDEO
55. SEARCH ENGINES
REWARD YOU FOR
BUILDING BRANDS,
NOT FOR USING
KEYWORDS
Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
59. MYTH #7:
YOU HAVE
TO BUY
LINKS
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63. Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
MYTH #8:
SEO IS
DEAD
68. SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
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69. SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
YES, SEO IS THE
CAN OPENER.
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70. 8 WAYS TO BUILD
SEO INTO YOUR
DAILY CONTENT
STRATEGY WORK
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71. Image copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
STAKEHOLDER
INTERVIEWS
• ASK HOW THEY FIND AND
SEARCH THE WEB SITE
• ASK THEM TO KEEP A
DAILY SEARCH DIARY
• ASK THEM ABOUT THE
KEYWORDS THEY CARE
ABOUT, LOOK OVER
COMPETITION’S CONTENT
72. CONTENT AUDIT
• DO NOT INCLUDE RANK;
INCLUDE TRAFFIC AND
AVG. CONVERSION
• INCLUDE METADATA, NOT
JUST <META> CONTENT;
DO NOT INCLUDE <META>
KEYWORDS
• INCLUDE COMPETITIVE
LINK-GRAPH AND SOCIAL-
GRAPH DATA
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73. Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
PAGE TABLES
• INCLUDE FINDING/ENTRY
METHODS, WHETHER OR
NOT THEY INVOLVE SEO
• THEN REVIEW ALL THE
POINTS OF ENTRY TO THE
PAGE BEING DESCRIBED
• ADD DETAILS ON YOUR
CONTENT’S PRIMARY
COMPETITORS AND
DIFFERENTIATORS
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TEMPLATES
• INCLUDE VARIABLES FOR
SEARCH AND SOCIAL
METADATA (SUCH AS
FACEBOOK OPENGRAPH,
RDFa, OR SCHEMA.ORG)
• DO NOT REQUIRE <META>
KEYWORDS
• ENSURE ALL CONTENT
PUBLISHED IS ADDED TO
AN XML SITEMAP
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METADATA
• MOVE BEYOND <META>
CONTENT INTO METADATA
• BE FORWARD-THINKING
AND PROGRESSIVE;
SEARCH ENGINES ARE
JUST BEGINNING TO
CONSUME AND USE THIS
• BEGIN THINKING ABOUT
HOW METADATA WILL BE
PERCEIVED WITHOUT THE
BENEFIT OF CONTEXT
76. Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
THE CONTENT
LIFECYCLE
• INCLUDE SEO WHEN
WORKING ON AUDITS,
TAXONOMY, METADATA,
STANDARDS, AND QA/QC
• MAKE SEO A SHARED
RESPONSIBILITY; ONE
PERSON CAN’T DO IT ALL
• BUILD SEO ADVOCATES IN
OTHER DISCIPLINES
77. Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
GOVERNANCE
• DOCUMENT YOUR SEO
STANDARDS, BUT DON’T
STOP THERE
• INCENTIVIZE STAFF TO
SUPPORT STANDARDS,
INCENTIVIZE MANAGERS
TO EVALUATE THEIR
STAFF’S SUPPORT
• MEASURE THE IMPACT BY
PAGE TEMPLATE FAMILY,
NOT BY KEYWORDS
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EDITORIAL
CALENDAR
• GIVE SEO LOTS OF LEAD
TIME
• INCENTIVIZE
PARTNERSHIPS BETWEEN
SEO AND SOCIAL MEDIA
IN CONTENT CAMPAIGNS
• INCLUDE TOUCHPOINTS
FOR MEASUREMENT AND
REPORTING
79. NOW I KNOW
WHAT YOU’RE
THINKING…
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84. YOU CAN USE SEO
TO GET MORE
RESOURCES FOR
YOUR WORK
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85. YOU CAN BETTER
MEASURE THE
IMPACT OF YOUR
EFFORTS…
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86. …AND USE THAT DATA
TO SHARE YOUR STORY.
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87. ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
88. ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
LEARN
SEO.
90. WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH TOGETHER?
LET’S FIND
OUT…
93. WE REACHED NEW
AUDIENCES WITH
EARNED MEDIA
CONTENT MARKETING SHOULD
BE PART OF EVERY CONTENT
STRATEGY – AND YOU SHOULD
BE FLUENT IN THE ANALYTICS
95. WE CONSTANTLY
PROVE THE VALUE
OF STRUCTURED
PRODUCT INFO.
ADHERENCE TO GOVERNED SEO
STANDARDS IS PART OF THE WAY
OUR IN-HOUSE TEAM IS EVALUATED
96. WE HELP BUILD
SKILLS AND
COMMUNITIES
ACROSS CHANNELS
REI IS THE LARGEST OUTDOOR
EDUCATOR IN THE UNITED STATES
BY NUMBER OF PEOPLE TAUGHT
97. WE LINKED DATA
WITH CONTENT TO
AID IN WAYFINDING
AND GREW OUR HYPERLOCAL
AWARENESS AT THE SAME TIME BY
PROVIDING A VALUABLE SERVICE
98. Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
WE AMAZED AND
DELIGHTED OUR
CUSTOMERS
PRO-TIP: SO CAN YOU!
102. BUT I’M NOT
THE ONLY ONE.
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103. WE WANT TO BUILD
A BRIDGE TO THE
CONTENT STRATEGY
COMMUNITY
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104. Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
BRIDGES BRING
PEOPLE TOGETHER,
HELPING US TO
SHARE AND LEARN
105. BRIDGES BREAK
DOWN OUR MYTHS
ABOUT THE
UNKNOWN
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107. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.
108. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
LET’S
TALK.
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.