Search-first content strategy February 18, 2011 James Mathewson Global Search Strategy and Expertise Lead Co-Author:  Audi...
Audience Content Strategy Digital Strategy Media strategy Business analytics Web analytics Text analytics Search Strategy ...
Media strategy <ul><li>Constituents prefer a mix of media with a growing preference for video* </li></ul><ul><li>Constitue...
Mobile strategy <ul><li>Google estimates that by 2012, more people will access the Web through mobile devices than traditi...
Social strategy <ul><li>The web is a social medium, it is ever more social as new applications such as Facebook “like” hel...
<ul><li>Keywords and tags function in similar ways in search and social search functions </li></ul><ul><li>Tagging is the ...
<ul><li>Architecture can either make it easy or difficult on crawlers and constituents </li></ul><ul><li>A search-first ar...
<ul><li>UX cannot drive content strategy: When it does, we tend to create data-heavy pages that the crawler can’t parse </...
Text analytics Search Strategy Audience Content Strategy Digital Strategy Business analytics Web analytics Resource Model ...
Tooling <ul><li>Web Analytics/Business Analytics: We simply can’t know how well we’re doing and what we’re delivering to t...
Resource Model <ul><li>The investment in content human resources tends to be starved for lack of an understanding of the b...
Infrastructure <ul><li>Many URL structures prevent Google from recognizing most of our external link juice  </li></ul><ul>...
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Search first content strategy

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The view from the book "Audience, Relevance and Search: Targeting Web Audiences with Relevant Content" in a nutshell.

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  • http://writingfordigital.com/2010/08/09/the-search-first-approach-to-content-strategy/ http://writingfordigital.com/2011/01/30/4-ways-to-avoid-chasing-the-algorithm/
  • http://writingfordigital.com/2010/05/08/pagerank-and-edgerank-how-to-use-facebook-open-graph-to-improve-search-relevance/
  • The center of a digital strategy for our constituents is a content strategy. The center of a content strategy for our constituents is a search strategy. The investments in tooling, human resources and infrastructure are necessary to make these things work.
  • http://writingfordigital.com/2010/07/04/a-fourth-of-july-lesson-in-the-value-of-editors/
  • Search first content strategy

    1. 1. Search-first content strategy February 18, 2011 James Mathewson Global Search Strategy and Expertise Lead Co-Author: Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
    2. 2. Audience Content Strategy Digital Strategy Media strategy Business analytics Web analytics Text analytics Search Strategy Social strategy Taxonomy/tagging strategy UX design strategy Architecture strategy Mobile strategy
    3. 3. Media strategy <ul><li>Constituents prefer a mix of media with a growing preference for video* </li></ul><ul><li>Constituents are far more likely to click search results that contain rich media^ </li></ul><ul><li>Optimizing these experiences for constituents requires an institutional understanding of universal search principles </li></ul>*Source: TechTarget, 2009 ^Source: Google, 2009
    4. 4. Mobile strategy <ul><li>Google estimates that by 2012, more people will access the Web through mobile devices than traditional PCs* </li></ul><ul><li>Mobile users are far more likely to use search than traditional PC users* </li></ul><ul><li>Mobile apps usage is expected to grow faster than Web usage during this period* </li></ul><ul><li>The standard for these experiences is HTML5, which enables constituents to search mobile pages and blended apps </li></ul>* Source: Google http://writingfordigital.com/2010/05/01/5-reasons-to-prefer-html5-over-flash/
    5. 5. Social strategy <ul><li>The web is a social medium, it is ever more social as new applications such as Facebook “like” help users find more relevant content </li></ul><ul><li>External linking depends on robust external social presence </li></ul><ul><li>Efforts such as Expertise Locator and Social Aggregator depend on search functions to automate content curation </li></ul><ul><li>Semantic Web functionality can further aid with social content strategy </li></ul>http://writingfordigital.com/2010/07/20/are-you-prepared-for-the-semantic-web/
    6. 6. <ul><li>Keywords and tags function in similar ways in search and social search functions </li></ul><ul><li>Tagging is the intersection of search and social content efforts </li></ul><ul><li>Most of the optimization errors caught by Covario related to improperly tagged pages </li></ul>Taxonomy/tagging strategy
    7. 7. <ul><li>Architecture can either make it easy or difficult on crawlers and constituents </li></ul><ul><li>A search-first architecture will tend to make it easier on both </li></ul><ul><li>A search-first architecture emphasizes choosing the navigation words based on keyword research </li></ul><ul><li>With proper governance, search-first architecture also enables more elegant user experiences by minimizing apparent duplication and helping content collaborators with gap analysis </li></ul>Architecture strategy
    8. 8. <ul><li>UX cannot drive content strategy: When it does, we tend to create data-heavy pages that the crawler can’t parse </li></ul><ul><li>Some of the most beautiful pages never get found by search engines </li></ul><ul><li>The principles of elegant design, driven by W3C standards for searchability and usability must govern UX strategy </li></ul>UX design strategy
    9. 9. Text analytics Search Strategy Audience Content Strategy Digital Strategy Business analytics Web analytics Resource Model Infrastructure Tooling
    10. 10. Tooling <ul><li>Web Analytics/Business Analytics: We simply can’t know how well we’re doing and what we’re delivering to the business without better analytics </li></ul><ul><li>Keyword research for practitioners : It must go beyond Google AdWords to understand how our constituents search and tailoring pages to them </li></ul><ul><li>Linking resources for practitioners : Most internal link juice is not captured because nobody knows when a related page is published </li></ul><ul><li>Writing, SEO and taxonomy assistance: Needs to be baked into the publishing process </li></ul><ul><li>Explore and pilot tooling in emerging technologies such as Semantic Web (automated metadata extraction and other text analytics) and HTML5 authoring </li></ul>
    11. 11. Resource Model <ul><li>The investment in content human resources tends to be starved for lack of an understanding of the business value of writers and editors </li></ul><ul><li>A recent A/B test demonstrated a 30% engagement rate improvement when putting the appropriate level of editing resources into the content process </li></ul>
    12. 12. Infrastructure <ul><li>Many URL structures prevent Google from recognizing most of our external link juice </li></ul><ul><li>Many internal linking relies on JavaScript, which prevent crawlers from capturing internal link juice </li></ul><ul><li>The way country and language are designated on pages prevents Google from recognizing whether an EN page is from AU, US, GB or CA, for example </li></ul><ul><li>Social and mobile application infrastructure investment is needed </li></ul>

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