SlideShare a Scribd company logo
1 of 29
Download to read offline
©2013 | BrightEdge Technologies
Creating Content for Humans
Or, knowing when not to optimize
Holland Dauterive | SEO Manager @ ModCloth
For those of you who don't know who ModCloth is -- we are a
social shopping women’s clothing site. But we’re also more than
just that. We’re a community, a creator of content, and we let the
customer guide the conversation.
ModCloth: Company Overview
§  We were founded by high school
sweethearts – Susan Gregg Koger
and Eric Koger
§  Started in a dorm room at Carnegie
Mellon, we are now located in 3
cities, and have nearly 400
employees
§  We use our community in all
aspects of our business – from
merchandising to buying to
marketing
§  1/3 traffic comes back more than
once per day
ModCloth: Company Overview
§  Why Do We Care About Content?
§  Crowdsourcing: External Relationships that Guide Content
§  Creation: Internal Partnerships that Get Content Created
§  Curation: Humans vs. Spiders - how does SEO fit in?
Agenda: The Content Relationship Cycle
Why Do We Care About Content?
§  We create content to:
1) Sell Stuff
Content and Conversation
§  We create content to:
2) Figure Out What to Sell
Content and Conversation
§  We create content to:
2) Figure Out What to Sell
Content and Conversation
§  We create content to:
2) Figure Out What to Sell
Content and Conversation
§  We create content to:
2) Figure Out What to Sell
Content and Conversation
§  We create content to:
2) Figure Out What to Sell
Content and Conversation
Crowdsourcing: External Relationships and
Content
Talking to the People Who Use the Site
§  User Experience Research
Team
Talking to the People Who Use the Site
The end result: site is first and
foremost designed for the users
(instead of the creative team…or
SEO)
Creation: Internal Partnerships and Content
Optimization
§  Luck: ModCloth knew SEO was important
§  The teams just didn’t know was SEO was…
§  Training: My first order of business was to train our writers,
product team and UX designers on SEO 101
§  This is ongoing
§  Found the most success in creating ‘best practice’ guides for all
involved teams
§  Whiskey: Sometimes required for the execution of SEO
§  Training is great, but relationships are what gets SEO done
Luck, Training, and Whiskey
§  Most teams are willing to try SEO once – the key is to provide
them with visual feedback that demonstrates the impact of
optimizations
§  One of the best tools for doing this is BrightEdge
§  Easy to create test groups
§  Instant trended graphs that quickly demonstrate success
Graphs!
Humans vs. Spiders
§  We’ve all heard it – create for customers not for spiders
§  What if we really did that?
§  How do we decide what content to create?
§  Am I trying to put myself out of work?
Content for Humans vs. Search Engines
§  Don’t just write about tangentially-related topics because they
have high keyword volume
§  What are people asking customer care about?
§  Common questions are great content ideas
§  Help increase you visibility and decreases workload for the
customer care team
§  What are people posting about on Facebook/Twitter/Pinterest…?
§  This can guide both content as well as your merchants
Know What to Create
Example: we’ve gotten a lot of feedback across all our social
channels and customer care regarding Plus Sizes
Know What to Create
When we started digging into the data what we found was
pretty astonishing:
More U.S. women report wearing a size 16 dress than
a size 2 and 0 combined.
57% of U.S. women wear at least some clothing in
sizes 16 and above.
§  The Results: We created an
entire section and product
team dedicated to plus-size
fashion
Know What to Create
§  Not only was it great in terms of revenue, it finally allowed us to
create targeted landing pages and content that help us rank on
high-volume Plus terms.
§  Just because you have content doesn’t necessarily mean it’ll be
better off once it’s SEO optimized
§  If the content sounds off-brand or inauthentic because of
optimizations, users won’t interact with it
Know When Not to Optimize
Optimized G+
Post:
6 likes
0 comments
or shares
Typical G+
Post:
16 likes
4 comments
6 shares
§  Technically, good writing and good content IS optimized content
§  Writers tend to be wary of SEO optimizations because they’ve
seen over-optimized copy.
§  Using the BrightEdge Recommendation tool, we can easily
identify over-optimizations on our pages
Know When Not to Optimize
§  We took this over-optimized copy on the dresses page and
revised it
§  The results
§  copywriters were happier with the end results and were open
to rolling our copy on all pages
§  Rankings improved during the critical holiday season
Know When Not to Optimize
So, in conclusion…
CROWDSOURCE
Let your customer tell
you what to create
CREATECURATE
CROWDSOURCE
CREATE
Write the content, buy
the merchandise, create
the landing pages
CURATE
Optimize – or not –
consider the intent of the
content and how you
expect your customer to
interact with it
CROWDSOURCE
Let your customer tell you what
to create
CREATECURATE
CROWDSOURCE
CREATE
Write the content, buy the
merchandise, create the landing
pages
CURATE
Optimize – or not – consider the intent
of the content and how you expect
your customer to interact with it
Thank You!
Any Questions?

More Related Content

What's hot

20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEOKevin Gibbons
 
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpot
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpotFlexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpot
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpotHubSpot
 
20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building Organic20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building OrganicKevin Gibbons
 
Biz Blogging 101 HubSpot May2009
Biz Blogging 101 HubSpot May2009Biz Blogging 101 HubSpot May2009
Biz Blogging 101 HubSpot May2009HubSpot
 
Why Imagination in Link Earning is More Important than Link Building Knowledg...
Why Imagination in Link Earning is More Important than Link Building Knowledg...Why Imagination in Link Earning is More Important than Link Building Knowledg...
Why Imagination in Link Earning is More Important than Link Building Knowledg...SEO monitor
 
Ismt Digital Marketing Workshop
Ismt Digital Marketing WorkshopIsmt Digital Marketing Workshop
Ismt Digital Marketing WorkshopShweta Sherchan
 
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...HubSpot
 
Content Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyContent Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyGrowth Hacking Asia
 
Inbound Business Bootcamp
Inbound Business BootcampInbound Business Bootcamp
Inbound Business BootcampHubSpot
 
21 Things Every Graduating Marketing Senior Needs to Know
21 Things Every Graduating Marketing Senior Needs to Know21 Things Every Graduating Marketing Senior Needs to Know
21 Things Every Graduating Marketing Senior Needs to KnowHubSpot
 
Basic Guide To Building A Niche Website
Basic Guide To Building A Niche WebsiteBasic Guide To Building A Niche Website
Basic Guide To Building A Niche WebsiteRichard Larcombe
 
How to Calculate Content Marketing ROI
How to Calculate Content Marketing ROIHow to Calculate Content Marketing ROI
How to Calculate Content Marketing ROINewsCred
 
Jon Crawford: Entrepreneurship on Rails
Jon Crawford: Entrepreneurship on RailsJon Crawford: Entrepreneurship on Rails
Jon Crawford: Entrepreneurship on RailsJon Crawford
 
How to Create a Content Brand Strategy for Your Blog
How to Create a Content Brand Strategy for Your BlogHow to Create a Content Brand Strategy for Your Blog
How to Create a Content Brand Strategy for Your BlogLeslie Samuel
 
Copy first design later
Copy first design laterCopy first design later
Copy first design laterNeil Patel
 

What's hot (19)

20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO
 
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpot
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpotFlexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpot
Flexible Foam Company MDI Drops Pay-Per-Click and Saves Time with HubSpot
 
20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building Organic20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building Organic
 
Biz Blogging 101 HubSpot May2009
Biz Blogging 101 HubSpot May2009Biz Blogging 101 HubSpot May2009
Biz Blogging 101 HubSpot May2009
 
Why you should rpl in 2020
Why you should rpl in 2020Why you should rpl in 2020
Why you should rpl in 2020
 
Why Imagination in Link Earning is More Important than Link Building Knowledg...
Why Imagination in Link Earning is More Important than Link Building Knowledg...Why Imagination in Link Earning is More Important than Link Building Knowledg...
Why Imagination in Link Earning is More Important than Link Building Knowledg...
 
Ismt Digital Marketing Workshop
Ismt Digital Marketing WorkshopIsmt Digital Marketing Workshop
Ismt Digital Marketing Workshop
 
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing...
 
Content Marketing Training by Christa Sabathaly
Content Marketing Training by Christa SabathalyContent Marketing Training by Christa Sabathaly
Content Marketing Training by Christa Sabathaly
 
Web Design Course FETAC Level 5
Web Design Course FETAC Level 5 Web Design Course FETAC Level 5
Web Design Course FETAC Level 5
 
Inbound Business Bootcamp
Inbound Business BootcampInbound Business Bootcamp
Inbound Business Bootcamp
 
21 Things Every Graduating Marketing Senior Needs to Know
21 Things Every Graduating Marketing Senior Needs to Know21 Things Every Graduating Marketing Senior Needs to Know
21 Things Every Graduating Marketing Senior Needs to Know
 
Basic Guide To Building A Niche Website
Basic Guide To Building A Niche WebsiteBasic Guide To Building A Niche Website
Basic Guide To Building A Niche Website
 
4 top tips for improving instagram engagement
4 top tips for improving instagram engagement4 top tips for improving instagram engagement
4 top tips for improving instagram engagement
 
How to Calculate Content Marketing ROI
How to Calculate Content Marketing ROIHow to Calculate Content Marketing ROI
How to Calculate Content Marketing ROI
 
Jon Crawford: Entrepreneurship on Rails
Jon Crawford: Entrepreneurship on RailsJon Crawford: Entrepreneurship on Rails
Jon Crawford: Entrepreneurship on Rails
 
niche web site
niche web siteniche web site
niche web site
 
How to Create a Content Brand Strategy for Your Blog
How to Create a Content Brand Strategy for Your BlogHow to Create a Content Brand Strategy for Your Blog
How to Create a Content Brand Strategy for Your Blog
 
Copy first design later
Copy first design laterCopy first design later
Copy first design later
 

Viewers also liked

Maximizing your Content for your SEO Process #SEOzone2014
Maximizing your Content for your SEO Process #SEOzone2014Maximizing your Content for your SEO Process #SEOzone2014
Maximizing your Content for your SEO Process #SEOzone2014Aleyda Solís
 
Paula Land: Empathy, Change, and CATs - CS Seattle
Paula Land: Empathy, Change, and CATs - CS SeattlePaula Land: Empathy, Change, and CATs - CS Seattle
Paula Land: Empathy, Change, and CATs - CS SeattleMisty Weaver
 
Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!Jonathon Colman
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessRoger Parker
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content StrategyJonathon Colman
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentContent Marketing Institute
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheLeslie Samuel
 

Viewers also liked (8)

Maximizing your Content for your SEO Process #SEOzone2014
Maximizing your Content for your SEO Process #SEOzone2014Maximizing your Content for your SEO Process #SEOzone2014
Maximizing your Content for your SEO Process #SEOzone2014
 
Paula Land: Empathy, Change, and CATs - CS Seattle
Paula Land: Empathy, Change, and CATs - CS SeattlePaula Land: Empathy, Change, and CATs - CS Seattle
Paula Land: Empathy, Change, and CATs - CS Seattle
 
Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your Niche
 

Similar to Aligning Content & SEO - Holland Dauterive, SEO Specialist, ModCloth

SEO Now 2014
SEO Now 2014SEO Now 2014
SEO Now 2014Linkdex
 
Be a Digital Industrial Brand Ambassador (GE)
Be a Digital Industrial Brand Ambassador (GE)Be a Digital Industrial Brand Ambassador (GE)
Be a Digital Industrial Brand Ambassador (GE)HR Open Source
 
SEO Pitfalls and How to Avoid Them
SEO Pitfalls and How to Avoid ThemSEO Pitfalls and How to Avoid Them
SEO Pitfalls and How to Avoid ThemNate Dame
 
Digital marketing (deepak)
Digital marketing (deepak)Digital marketing (deepak)
Digital marketing (deepak)Deepak Gidwani
 
Dispensary SEO: How to Choose an SEO Agency For Your Dispensary
Dispensary SEO: How to Choose an SEO Agency For Your DispensaryDispensary SEO: How to Choose an SEO Agency For Your Dispensary
Dispensary SEO: How to Choose an SEO Agency For Your DispensaryVee Popat
 
10 strategies-to-drive-your-competition-crazy-v1
10 strategies-to-drive-your-competition-crazy-v110 strategies-to-drive-your-competition-crazy-v1
10 strategies-to-drive-your-competition-crazy-v1Sourabh Rana
 
Seo for lead_generation
Seo for lead_generationSeo for lead_generation
Seo for lead_generationTamannaTouhid2
 
SWEET - Digital Marketing Agency - Brochure
SWEET - Digital Marketing Agency - BrochureSWEET - Digital Marketing Agency - Brochure
SWEET - Digital Marketing Agency - BrochureSWEET Interactive
 
Messaging design for content marketing chapman univ
Messaging design for content marketing chapman univMessaging design for content marketing chapman univ
Messaging design for content marketing chapman univChris Marocchi
 
Poor man's Content Marketing - muHive
Poor man's Content Marketing - muHivePoor man's Content Marketing - muHive
Poor man's Content Marketing - muHivemuHive Technologies
 
How to Create Viral Content on LinkedIn and Drive Massive Inbound Leads
How to Create Viral Content on LinkedIn and Drive Massive Inbound LeadsHow to Create Viral Content on LinkedIn and Drive Massive Inbound Leads
How to Create Viral Content on LinkedIn and Drive Massive Inbound LeadsSales Hacker
 

Similar to Aligning Content & SEO - Holland Dauterive, SEO Specialist, ModCloth (20)

SEO Now 2014
SEO Now 2014SEO Now 2014
SEO Now 2014
 
Automate Your Sourcing [Webcast]
Automate Your Sourcing [Webcast]Automate Your Sourcing [Webcast]
Automate Your Sourcing [Webcast]
 
Be a Digital Industrial Brand Ambassador (GE)
Be a Digital Industrial Brand Ambassador (GE)Be a Digital Industrial Brand Ambassador (GE)
Be a Digital Industrial Brand Ambassador (GE)
 
CreekContent-2016
CreekContent-2016CreekContent-2016
CreekContent-2016
 
Company profile
Company profileCompany profile
Company profile
 
SEO Pitfalls and How to Avoid Them
SEO Pitfalls and How to Avoid ThemSEO Pitfalls and How to Avoid Them
SEO Pitfalls and How to Avoid Them
 
The true meaning of Content Curation and Aggregation
The true meaning of Content Curation and AggregationThe true meaning of Content Curation and Aggregation
The true meaning of Content Curation and Aggregation
 
Digital marketing (deepak)
Digital marketing (deepak)Digital marketing (deepak)
Digital marketing (deepak)
 
B2 b blogging ebook
B2 b blogging ebookB2 b blogging ebook
B2 b blogging ebook
 
I Have Answer
I Have AnswerI Have Answer
I Have Answer
 
LinkedIn Ebook.pdf
LinkedIn Ebook.pdfLinkedIn Ebook.pdf
LinkedIn Ebook.pdf
 
Workshop - Search & Content Marketing
Workshop - Search & Content MarketingWorkshop - Search & Content Marketing
Workshop - Search & Content Marketing
 
Dispensary SEO: How to Choose an SEO Agency For Your Dispensary
Dispensary SEO: How to Choose an SEO Agency For Your DispensaryDispensary SEO: How to Choose an SEO Agency For Your Dispensary
Dispensary SEO: How to Choose an SEO Agency For Your Dispensary
 
10 strategies-to-drive-your-competition-crazy-v1
10 strategies-to-drive-your-competition-crazy-v110 strategies-to-drive-your-competition-crazy-v1
10 strategies-to-drive-your-competition-crazy-v1
 
Seo for lead_generation
Seo for lead_generationSeo for lead_generation
Seo for lead_generation
 
SWEET - Digital Marketing Agency - Brochure
SWEET - Digital Marketing Agency - BrochureSWEET - Digital Marketing Agency - Brochure
SWEET - Digital Marketing Agency - Brochure
 
Messaging design for content marketing chapman univ
Messaging design for content marketing chapman univMessaging design for content marketing chapman univ
Messaging design for content marketing chapman univ
 
Poor man's Content Marketing - muHive
Poor man's Content Marketing - muHivePoor man's Content Marketing - muHive
Poor man's Content Marketing - muHive
 
LinkedIn 101
LinkedIn 101LinkedIn 101
LinkedIn 101
 
How to Create Viral Content on LinkedIn and Drive Massive Inbound Leads
How to Create Viral Content on LinkedIn and Drive Massive Inbound LeadsHow to Create Viral Content on LinkedIn and Drive Massive Inbound Leads
How to Create Viral Content on LinkedIn and Drive Massive Inbound Leads
 

More from BrightEdge Technologies

SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
SMX West 2016 - Search, Content and Digital Marketing Maturity FrameworksSMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
SMX West 2016 - Search, Content and Digital Marketing Maturity FrameworksBrightEdge Technologies
 
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson MartinBrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson MartinBrightEdge Technologies
 
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay StobaughBrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay StobaughBrightEdge Technologies
 
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt LawsonBrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt LawsonBrightEdge Technologies
 
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael KahnBrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael KahnBrightEdge Technologies
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex Edlund
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex EdlundBrightEdge Share15 - DM106: Integrated Campaign Management - Alex Edlund
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex EdlundBrightEdge Technologies
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark FiskeBrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark FiskeBrightEdge Technologies
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...BrightEdge Technologies
 
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Technologies
 
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Technologies
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis Low
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis LowBrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis Low
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis LowBrightEdge Technologies
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...BrightEdge Technologies
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel CarsonBrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel CarsonBrightEdge Technologies
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...BrightEdge Technologies
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Technologies
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo FuentesBrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo FuentesBrightEdge Technologies
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler Altrup
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler AltrupBrightEdge Share15 - DM102: Email & Marketing Automation - Tyler Altrup
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler AltrupBrightEdge Technologies
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave Lawson
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave LawsonBrightEdge Share15 - DM102: Email & Marketing Automation - Dave Lawson
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave LawsonBrightEdge Technologies
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...BrightEdge Technologies
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex Edlund
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex EdlundBrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex Edlund
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex EdlundBrightEdge Technologies
 

More from BrightEdge Technologies (20)

SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
SMX West 2016 - Search, Content and Digital Marketing Maturity FrameworksSMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
 
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson MartinBrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
 
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay StobaughBrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh
BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh
 
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt LawsonBrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
 
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael KahnBrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn
BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex Edlund
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex EdlundBrightEdge Share15 - DM106: Integrated Campaign Management - Alex Edlund
BrightEdge Share15 - DM106: Integrated Campaign Management - Alex Edlund
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark FiskeBrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
BrightEdge Share15 - DM106: Integrated Campaign Management - Mark Fiske
 
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...
BrightEdge Share15 - DM106: Integrated Campaign Management - Deepak Goyal and...
 
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
 
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
BrightEdge Share15 - DM105: The Hybrid Digital Marketer – Talent Management -...
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis Low
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis LowBrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis Low
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Travis Low
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Peter Krmp...
 
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel CarsonBrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson
BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwa...
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo FuentesBrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes
BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler Altrup
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler AltrupBrightEdge Share15 - DM102: Email & Marketing Automation - Tyler Altrup
BrightEdge Share15 - DM102: Email & Marketing Automation - Tyler Altrup
 
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave Lawson
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave LawsonBrightEdge Share15 - DM102: Email & Marketing Automation - Dave Lawson
BrightEdge Share15 - DM102: Email & Marketing Automation - Dave Lawson
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Michael ...
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex Edlund
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex EdlundBrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex Edlund
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Alex Edlund
 

Recently uploaded

Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdfFrisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdfAnubhavMangla3
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...ScyllaDB
 
Vector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptxVector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptxjbellis
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingScyllaDB
 
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024Victor Rentea
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireExakis Nelite
 
WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024Lorenzo Miniero
 
Stronger Together: Developing an Organizational Strategy for Accessible Desig...
Stronger Together: Developing an Organizational Strategy for Accessible Desig...Stronger Together: Developing an Organizational Strategy for Accessible Desig...
Stronger Together: Developing an Organizational Strategy for Accessible Desig...caitlingebhard1
 
AI in Action: Real World Use Cases by Anitaraj
AI in Action: Real World Use Cases by AnitarajAI in Action: Real World Use Cases by Anitaraj
AI in Action: Real World Use Cases by AnitarajAnitaRaj43
 
Continuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on ThanabotsContinuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on ThanabotsLeah Henrickson
 
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....rightmanforbloodline
 
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxFIDO Alliance
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightSafe Software
 
Generative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdfGenerative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdfalexjohnson7307
 
JohnPollard-hybrid-app-RailsConf2024.pptx
JohnPollard-hybrid-app-RailsConf2024.pptxJohnPollard-hybrid-app-RailsConf2024.pptx
JohnPollard-hybrid-app-RailsConf2024.pptxJohnPollard37
 
ChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps ProductivityChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps ProductivityVictorSzoltysek
 
Top 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTop 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTopCSSGallery
 
Portal Kombat : extension du réseau de propagande russe
Portal Kombat : extension du réseau de propagande russePortal Kombat : extension du réseau de propagande russe
Portal Kombat : extension du réseau de propagande russe中 央社
 
2024 May Patch Tuesday
2024 May Patch Tuesday2024 May Patch Tuesday
2024 May Patch TuesdayIvanti
 

Recently uploaded (20)

Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdfFrisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
 
Vector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptxVector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptx
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream Processing
 
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - Questionnaire
 
WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024
 
Stronger Together: Developing an Organizational Strategy for Accessible Desig...
Stronger Together: Developing an Organizational Strategy for Accessible Desig...Stronger Together: Developing an Organizational Strategy for Accessible Desig...
Stronger Together: Developing an Organizational Strategy for Accessible Desig...
 
AI in Action: Real World Use Cases by Anitaraj
AI in Action: Real World Use Cases by AnitarajAI in Action: Real World Use Cases by Anitaraj
AI in Action: Real World Use Cases by Anitaraj
 
Overview of Hyperledger Foundation
Overview of Hyperledger FoundationOverview of Hyperledger Foundation
Overview of Hyperledger Foundation
 
Continuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on ThanabotsContinuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
 
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
 
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and Insight
 
Generative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdfGenerative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdf
 
JohnPollard-hybrid-app-RailsConf2024.pptx
JohnPollard-hybrid-app-RailsConf2024.pptxJohnPollard-hybrid-app-RailsConf2024.pptx
JohnPollard-hybrid-app-RailsConf2024.pptx
 
ChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps ProductivityChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps Productivity
 
Top 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTop 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development Companies
 
Portal Kombat : extension du réseau de propagande russe
Portal Kombat : extension du réseau de propagande russePortal Kombat : extension du réseau de propagande russe
Portal Kombat : extension du réseau de propagande russe
 
2024 May Patch Tuesday
2024 May Patch Tuesday2024 May Patch Tuesday
2024 May Patch Tuesday
 

Aligning Content & SEO - Holland Dauterive, SEO Specialist, ModCloth

  • 1. ©2013 | BrightEdge Technologies Creating Content for Humans Or, knowing when not to optimize Holland Dauterive | SEO Manager @ ModCloth
  • 2. For those of you who don't know who ModCloth is -- we are a social shopping women’s clothing site. But we’re also more than just that. We’re a community, a creator of content, and we let the customer guide the conversation. ModCloth: Company Overview
  • 3. §  We were founded by high school sweethearts – Susan Gregg Koger and Eric Koger §  Started in a dorm room at Carnegie Mellon, we are now located in 3 cities, and have nearly 400 employees §  We use our community in all aspects of our business – from merchandising to buying to marketing §  1/3 traffic comes back more than once per day ModCloth: Company Overview
  • 4. §  Why Do We Care About Content? §  Crowdsourcing: External Relationships that Guide Content §  Creation: Internal Partnerships that Get Content Created §  Curation: Humans vs. Spiders - how does SEO fit in? Agenda: The Content Relationship Cycle
  • 5. Why Do We Care About Content?
  • 6. §  We create content to: 1) Sell Stuff Content and Conversation
  • 7. §  We create content to: 2) Figure Out What to Sell Content and Conversation
  • 8. §  We create content to: 2) Figure Out What to Sell Content and Conversation
  • 9. §  We create content to: 2) Figure Out What to Sell Content and Conversation
  • 10. §  We create content to: 2) Figure Out What to Sell Content and Conversation
  • 11. §  We create content to: 2) Figure Out What to Sell Content and Conversation
  • 13. Talking to the People Who Use the Site
  • 14. §  User Experience Research Team Talking to the People Who Use the Site The end result: site is first and foremost designed for the users (instead of the creative team…or SEO)
  • 15. Creation: Internal Partnerships and Content Optimization
  • 16. §  Luck: ModCloth knew SEO was important §  The teams just didn’t know was SEO was… §  Training: My first order of business was to train our writers, product team and UX designers on SEO 101 §  This is ongoing §  Found the most success in creating ‘best practice’ guides for all involved teams §  Whiskey: Sometimes required for the execution of SEO §  Training is great, but relationships are what gets SEO done Luck, Training, and Whiskey
  • 17. §  Most teams are willing to try SEO once – the key is to provide them with visual feedback that demonstrates the impact of optimizations §  One of the best tools for doing this is BrightEdge §  Easy to create test groups §  Instant trended graphs that quickly demonstrate success Graphs!
  • 19. §  We’ve all heard it – create for customers not for spiders §  What if we really did that? §  How do we decide what content to create? §  Am I trying to put myself out of work? Content for Humans vs. Search Engines
  • 20. §  Don’t just write about tangentially-related topics because they have high keyword volume §  What are people asking customer care about? §  Common questions are great content ideas §  Help increase you visibility and decreases workload for the customer care team §  What are people posting about on Facebook/Twitter/Pinterest…? §  This can guide both content as well as your merchants Know What to Create
  • 21. Example: we’ve gotten a lot of feedback across all our social channels and customer care regarding Plus Sizes Know What to Create When we started digging into the data what we found was pretty astonishing: More U.S. women report wearing a size 16 dress than a size 2 and 0 combined. 57% of U.S. women wear at least some clothing in sizes 16 and above.
  • 22. §  The Results: We created an entire section and product team dedicated to plus-size fashion Know What to Create §  Not only was it great in terms of revenue, it finally allowed us to create targeted landing pages and content that help us rank on high-volume Plus terms.
  • 23. §  Just because you have content doesn’t necessarily mean it’ll be better off once it’s SEO optimized §  If the content sounds off-brand or inauthentic because of optimizations, users won’t interact with it Know When Not to Optimize Optimized G+ Post: 6 likes 0 comments or shares Typical G+ Post: 16 likes 4 comments 6 shares
  • 24. §  Technically, good writing and good content IS optimized content §  Writers tend to be wary of SEO optimizations because they’ve seen over-optimized copy. §  Using the BrightEdge Recommendation tool, we can easily identify over-optimizations on our pages Know When Not to Optimize
  • 25. §  We took this over-optimized copy on the dresses page and revised it §  The results §  copywriters were happier with the end results and were open to rolling our copy on all pages §  Rankings improved during the critical holiday season Know When Not to Optimize
  • 27. CROWDSOURCE Let your customer tell you what to create CREATECURATE CROWDSOURCE CREATE Write the content, buy the merchandise, create the landing pages CURATE Optimize – or not – consider the intent of the content and how you expect your customer to interact with it
  • 28. CROWDSOURCE Let your customer tell you what to create CREATECURATE CROWDSOURCE CREATE Write the content, buy the merchandise, create the landing pages CURATE Optimize – or not – consider the intent of the content and how you expect your customer to interact with it