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Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN!
Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers!
Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.
Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN!
Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers!
Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.
THE STRUCTURED CONTENT DRIVING OUR
“RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.
GOAL: REPLICATE THE REI IN-
STORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS RESULT: HUNDREDS OF “HOW-TO” ARTICLES ABOUT GEAR, APPAREL & ACTIVITIES
REI MADE IMPLICT EXPERTISE EXPLICIT
AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
WE TRANSFORMED THAT CONTENT INTO
VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
WE REACHED NEW AUDIENCES WITH
EARNED MEDIA CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY! AND YOU SHOULD BE FLUENT IN MARKETING ANALYTICS.
WE LEVERAGED NEW METADATA FORMATS
FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
WE PROVED OUT THE VALUE
OF STRUCTURED INFORMATION WE EVALUATE OUR IN-HOUSE TEAM AGAINST SEO STANDARDS AND SEO HELPED MAKE THE CASE FOR OUR FACETED NAVIGATION SYSTEM
WE HELPED BUILD SKILLS AND
COMMUNITIES ACROSS CHANNELS REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
WE LINKED DATA WITH CONTENT
TO AID IN WAYFINDING AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE