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HOW TO BUILD



                                                            SEO              INTO CONTENT
                                                                             STRATEGY
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
JONATHON COLMAN
                                                                             PRINCIPAL EXPERIENCE
                                                                             ARCHITECT FOR REI
                                                                             WWW . REI . COM
                                                                             TWITTER @ JCOLMAN



Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
CAN HUMANS
                                                                             LIVE WITH…


Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
ROBOTS?!



Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
Logo copyright © REI - http://www.REI.com/
CORE VALUES MATTER.




Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
                                             EDUCATE, AND OUTFIT
                                             FOR A LIFETIME OF
                                             OUTDOOR ADVENTURE
                                             AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
                                             EDUCATE, AND OUTFIT
                                             FOR A LIFETIME OF
                                             OUTDOOR ADVENTURE
                                             AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
                                             EDUCATE, AND OUTFIT
                                             FOR A LIFETIME OF
              HEY, THAT’S CONTENT            OUTDOOR ADVENTURE
              STRATEGY… RIGHT IN
              OUR MISSION!
                                             AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/
AT REI WE VALUE
                                             AUTHENTICITY,
                                             TRANSPARENCY, AND
                                             FRIENDLY EXPERTISE.


Logo copyright © REI - http://www.REI.com/
SO I HAVE A LITTLE
                                             CONFESSION TO
                                             MAKE TODAY…




Logo copyright © REI - http://www.REI.com/
I DON’T KNOW


ANYTHING
   ABOUT CONTENT
   STRATEGY.
DON’T TWEET THAT!
MY BOSS MIGHT FIND OUT.
OK, OK… I MIGHT BE

EXAGGERATING
     A LITTLE BIT.
AFTER ALL,
I DID READ
THIS BOOK.
MY BACKGROUND AND
EXPERIENCE IS IN


SEO
Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.




Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.



A NERD.
Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
BOTTOM LINE:
BAD SEO IS A
DISASTER.
GOOD SEO IS
VERY HELPFUL.
SO LET’S BUILD A BRIDGE:


    BETWEEN CONTENT
    STRATEGY OVER HERE




                                                                                           …AND SEO
                                                                                          OVER HERE

Image copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
WHY?
SEOs NEED YOUR HELP.
SO DO THEIR CUSTOMERS.
SO DO THE SEARCH ENGINES.
WHY?
YOU NEED HELP FROM SEOs, TOO *


* YOU JUST DON’T KNOW IT YET!
CORE VALUES MATTER.
                                                                                 SO WE’LL START BY
                                                                                EXPOSING A FEW OLD


                                                                        MYTHS
Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
MYTH #1:

YOU CAN
SHORT-CUT
YOUR WAY
TO SEO
Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
REALITY:
SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
REALITY:
SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.

IN LATE 2007, WE BEGAN INVESTING
IN SEO. WE’LL FIND OUT THE RESULTS
IN ABOUT 19 SLIDES FROM NOW…
MYTH #2:

        YOU HAVE
        TO SPAM
        TO RANK
Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
REALITY:
                                                                                            ENGAGING CONTENT
                                                                                            IS MORE IMPORTANT
                                                                                            FOR SEO THAN EVER
                                                                                            BEFORE.
Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
SPAM CAN’T
                                                                                                                                DO THIS



Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
RANK MUST
BE EARNED.
RANK MUST
BE EARNED.


  SPAM CAN’T GET
  THESE RANKINGS
  FOR A BRAND
  NAME SEARCH
AS WELL AS
CLICK-THROUGH.
“RICH SNIPPETS”
   INCREASE USER
   CLICK-THROUGH
   BY UP TO 30%




AS WELL AS
CLICK-THROUGH.
NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED
  CONTENT DRIVING OUR
  “RICH SNIPPETS”




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



NOT TO MENTION
CONVERSION.
MYTH #3:

SEO TAKES
AWAY FROM
MY OTHER
EFFORTS
Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
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
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
FOR EXAMPLE, WE
USED SEO TO
SUPPORT WEB
PERFORMANCE
ENHANCEMENTS
MYTH #4:

SEO IS FOR
ROBOTS, NOT
PEOPLE
Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
REALITY:
                                                                                       ROBOTS DON’T HAVE
                                                                                       CREDIT CARDS. SO
                                                                                       THEY’RE NOT OUR
                                                                                       AUDIENCE.
Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539
BUT HUMANS
                                                                 DESIGN ROBOTS…




Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
BUT HUMANS
                                                                 DESIGN ROBOTS…


                                                                 THERE’S PART OF
                                                                 US INSIDE THEM.
Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
ROBOTS ACT AS
                                    OUR PERSONAL
                                    WAYFINDING
                                    AGENTS.
Image copyright © Jonathon Colman
WE USE THEM TO
                                    FIND THE THINGS
                                    THAT WE NEED


Image copyright © Jonathon Colman
DESIGN FOR REAL
PEOPLE, ACCOUNT
FOR THE ROBOTS




Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
MYTH #5:

           SEO IS
           JUST
           ABOUT
           TEXT
Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
REALITY:
THE GOOGLE
KEYWORD TOOL IS
NOT AN EDITORIAL
DICTATOR.
KEYWORD VOLUME
IS NO SUBSTITUTE
FOR EDITORIAL
GOVERNANCE.
WRITE AND DESIGN
                                                                                               FROM YOUR
                                                                                               AUDIENCE’S NEEDS
                                                                                               OUT, NOT FROM THE
                                                                                               KEYWORDS IN.
Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
CLICK HERE TO
              WATCH THIS VIDEO

KEYWORD RESEARCH CAN’T DO THIS.
         Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
SEARCH ENGINES
                                                                        REWARD YOU FOR
                                                                        BUILDING BRANDS,
                                                                        NOT FOR USING
                                                                        KEYWORDS
Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
MYTH #6:

            SEO IS
            JUST
            ABOUT
            LINKS
Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
REALITY:
GOOD LINKS ARE
IMPORTANT, BUT
GOOD EXPERIENCES
ARE ESSENTIAL.
NEED TO BUILD
LINKS? START BY
BUILDING OUT
GREAT CONTENT.
MYTH #7:

YOU HAVE
TO BUY
LINKS
Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
REALITY:
THIS IS, FINALLY,
NO LONGER TRUE.
GOOGLE’S PENGUIN
                                                           UPDATES PENALIZE
                                                           PAID LINKS


Image copyright © unknown - http://www.gifbin.com/981126
…BUT IT DOESN’T
HELP THAT LINK
SELLERS ARE STILL
IN THE INDEX.
MYTH #8:

              SEO IS
              DEAD

Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
REALITY:
YOU CAN BELIEVE
WHAT YOU LIKE…
REALITY:
YOU CAN BELIEVE
WHAT YOU LIKE…
BUT I’LL BELIEVE
THE DATA.
REALITY:
                YOU CAN BELIEVE
                WHAT YOU LIKE…
                BUT I’LL BELIEVE
                THE DATA.
LOOKS LIKE THAT EARLY
INVESTMENT PAID OFF!
STOP
    BELIEVING THE
    MYTHS.



Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
SEO WORKS BEST
                                                                                     WHEN IT’S BUILT
                                                                                     INTO CONTENT
                                                                                     STRATEGY



Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
SEO WORKS BEST
                                                                                       WHEN IT’S BUILT
                                                                                       INTO CONTENT
                                                                                       STRATEGY

                                                                                     YES, SEO IS THE
                                                                                     CAN OPENER.

Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
8 WAYS TO BUILD
SEO INTO YOUR
DAILY CONTENT
STRATEGY WORK

Image copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
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

Image copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
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

Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
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

Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
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

Image copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
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
Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
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
Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
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
Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
EDITORIAL
                                                                                      CALENDAR
                                                                                      • GIVE SEO LOTS OF LEAD
                                                                                        TIME

                                                                                      • INCENTIVIZE
                                                                                        PARTNERSHIPS BETWEEN
                                                                                        SEO AND SOCIAL MEDIA
                                                                                        IN CONTENT CAMPAIGNS

                                                                                      • INCLUDE TOUCHPOINTS
                                                                                        FOR MEASUREMENT AND
                                                                                        REPORTING
Image copyright © DonnaGrayson - http://www.flickr.com/photos/donnagrayson/94131371
NOW I KNOW
  WHAT YOU’RE
  THINKING…


Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
“ WHAT’S IN
  IT FOR ME?”
CORE VALUES
MATTER. WHAT
ARE YOURS?
Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
YOUR CONTENT
                                                                       STRATEGY CAN
                                                                       DRIVE EVEN MORE
                                                                       TRAFFIC AND
                                                                       BUSINESS GROWTH

Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
YOU CAN IMPROVE
                                                                                    DISCOVERABILITY,
                                                                                    FINDABILITY, AND
                                                                                    USABILITY FOR
                                                                                    YOUR CUSTOMERS

Image copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
YOU CAN USE SEO
                                                                            TO GET MORE
                                                                            RESOURCES FOR
                                                                            YOUR WORK



Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
YOU CAN BETTER
MEASURE THE
IMPACT OF YOUR
EFFORTS…



Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
…AND USE THAT DATA
      TO SHARE YOUR STORY.

Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
ARE YOU LOOKING
                                                                                 FOR WORK? WANT
                                                                                 TO GET PAID MORE?




Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
ARE YOU LOOKING
                                                                                 FOR WORK? WANT
                                                                                 TO GET PAID MORE?


                                                                                 LEARN
                                                                                 SEO.
Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
HERE’S THE BEST
PLACE TO START

SEOMOZ.ORG/BEGINNERS-GUIDE-
TO-SEO




Image copyright © SEOmoz
WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH TOGETHER?


LET’S FIND
OUT…
WE 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 THE ANALYTICS
WE LEVERAGED
NEW METADATA
FORMATS FOR
INTEROPERABILITY
THESE ARE ACTIVE ACROSS OUR
ENTIRE PRODUCT CATALOG,
DRIVING TRAFFIC RIGHT WHERE
WE WANT IT: OUR PRODUCTS!
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
WE HELP 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
WE AMAZED AND
     DELIGHTED OUR
     CUSTOMERS
     PRO-TIP: SO CAN YOU!




Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
CONCLUSION
    AND FINAL THOUGHTS
CORE VALUES MATTER.
CORE VALUES MATTER.


I’M AN SEO
 WHO VALUES CONTENT
 STRATEGY
BUT I’M NOT
                                                                                    THE ONLY ONE.

Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
WE WANT TO BUILD
A BRIDGE TO THE
CONTENT STRATEGY
COMMUNITY

Image copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
BRIDGES BRING
                                                                        PEOPLE TOGETHER,
                                                                        HELPING US TO
                                                                        SHARE AND LEARN


Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
BRIDGES BREAK
DOWN OUR MYTHS
ABOUT THE
UNKNOWN

Image copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
AND BRIDGES
MEAN BUSINESS.
A LOT OF
BUSINESS.


Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
FINALLY, BRIDGES
 HELP US START
 CONVERSATIONS.




Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
FINALLY, BRIDGES
 HELP US START
 CONVERSATIONS.

 LET’S
 TALK.
Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
JONATHON COLMAN
        PRINCIPAL EXPERIENCE
        ARCHITECT FOR REI
        WWW.REI.COM
        TWITTER @ JCOLMAN



LET’S
TALK.

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How to Build SEO into Content Strategy

  • 1. HOW TO BUILD SEO INTO CONTENT STRATEGY Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  • 2. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW . REI . COM TWITTER @ JCOLMAN Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  • 3. CAN HUMANS LIVE WITH… Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
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  • 7. CORE VALUES MATTER. Logo copyright © REI - http://www.REI.com/
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  • 9. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP. Logo copyright © REI - http://www.REI.com/
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  • 20. BOTTOM LINE: BAD SEO IS A DISASTER.
  • 21. GOOD SEO IS VERY HELPFUL.
  • 22. SO LET’S BUILD A BRIDGE: BETWEEN CONTENT STRATEGY OVER HERE …AND SEO OVER HERE Image copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
  • 23. WHY? SEOs NEED YOUR HELP. SO DO THEIR CUSTOMERS. SO DO THE SEARCH ENGINES.
  • 24. WHY? YOU NEED HELP FROM SEOs, TOO * * YOU JUST DON’T KNOW IT YET!
  • 25. CORE VALUES MATTER. SO WE’LL START BY EXPOSING A FEW OLD MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • 26. MYTH #1: YOU CAN SHORT-CUT YOUR WAY TO SEO Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  • 28. REALITY: SUSTAINABLE SEO REQUIRES LONG- TERM INVESTMENT. IN LATE 2007, WE BEGAN INVESTING IN SEO. WE’LL FIND OUT THE RESULTS IN ABOUT 19 SLIDES FROM NOW…
  • 29. MYTH #2: YOU HAVE TO SPAM TO RANK Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  • 30. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE. Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  • 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/
  • 33. RANK MUST BE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  • 35. “RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30% AS WELL AS CLICK-THROUGH.
  • 37. HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” NOT TO MENTION CONVERSION.
  • 38. HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.
  • 39. MYTH #3: SEO TAKES AWAY FROM MY OTHER EFFORTS Image 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
  • 42. FOR EXAMPLE, WE USED SEO TO SUPPORT WEB PERFORMANCE ENHANCEMENTS
  • 43. MYTH #4: SEO IS FOR ROBOTS, NOT PEOPLE Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  • 44. REALITY: ROBOTS DON’T HAVE CREDIT CARDS. SO THEY’RE NOT OUR AUDIENCE. Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539
  • 45. BUT HUMANS DESIGN ROBOTS… Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  • 46. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM. Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  • 47. ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS. Image copyright © Jonathon Colman
  • 48. WE USE THEM TO FIND THE THINGS THAT WE NEED Image copyright © Jonathon Colman
  • 49. DESIGN FOR REAL PEOPLE, ACCOUNT FOR THE ROBOTS Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  • 50. MYTH #5: SEO IS JUST ABOUT TEXT Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  • 51. REALITY: THE GOOGLE KEYWORD TOOL IS NOT AN EDITORIAL DICTATOR.
  • 52. KEYWORD VOLUME IS NO SUBSTITUTE FOR EDITORIAL GOVERNANCE.
  • 53. WRITE AND DESIGN FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN. Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  • 54. CLICK HERE TO WATCH THIS VIDEO KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 55. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 56. MYTH #6: SEO IS JUST ABOUT LINKS Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
  • 57. REALITY: GOOD LINKS ARE IMPORTANT, BUT GOOD EXPERIENCES ARE ESSENTIAL.
  • 58. NEED TO BUILD LINKS? START BY BUILDING OUT GREAT CONTENT.
  • 59. MYTH #7: YOU HAVE TO BUY LINKS Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  • 61. GOOGLE’S PENGUIN UPDATES PENALIZE PAID LINKS Image copyright © unknown - http://www.gifbin.com/981126
  • 62. …BUT IT DOESN’T HELP THAT LINK SELLERS ARE STILL IN THE INDEX.
  • 63. MYTH #8: SEO IS DEAD Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
  • 65. REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.
  • 66. REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA. LOOKS LIKE THAT EARLY INVESTMENT PAID OFF!
  • 67. STOP BELIEVING THE MYTHS. Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 68. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  • 69. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY YES, SEO IS THE CAN OPENER. Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  • 70. 8 WAYS TO BUILD SEO INTO YOUR DAILY CONTENT STRATEGY WORK Image copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
  • 71. 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 Image copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
  • 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 Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  • 73. 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 Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
  • 74. 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 Image copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
  • 75. 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 Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  • 76. 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 Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
  • 77. 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 Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
  • 78. EDITORIAL CALENDAR • GIVE SEO LOTS OF LEAD TIME • INCENTIVIZE PARTNERSHIPS BETWEEN SEO AND SOCIAL MEDIA IN CONTENT CAMPAIGNS • INCLUDE TOUCHPOINTS FOR MEASUREMENT AND REPORTING Image copyright © DonnaGrayson - http://www.flickr.com/photos/donnagrayson/94131371
  • 79. NOW I KNOW WHAT YOU’RE THINKING… Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  • 80. “ WHAT’S IN IT FOR ME?”
  • 81. CORE VALUES MATTER. WHAT ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  • 82. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTH Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  • 83. YOU CAN IMPROVE DISCOVERABILITY, FINDABILITY, AND USABILITY FOR YOUR CUSTOMERS Image copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
  • 84. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORK Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  • 85. YOU CAN BETTER MEASURE THE IMPACT OF YOUR EFFORTS… Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  • 86. …AND USE THAT DATA TO SHARE YOUR STORY. Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  • 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? LEARN SEO. Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
  • 89. HERE’S THE BEST PLACE TO START SEOMOZ.ORG/BEGINNERS-GUIDE- TO-SEO Image copyright © SEOmoz
  • 90. WHAT CAN SEO AND CONTENT STRATEGY ACCOMPLISH TOGETHER? LET’S FIND OUT…
  • 91. WE MADE IMPLICT EXPERTISE EXPLICIT AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
  • 92. WE TRANSFORMED THAT CONTENT INTO VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
  • 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
  • 94. WE LEVERAGED NEW METADATA FORMATS FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE PRODUCT CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
  • 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. WE AMAZED AND DELIGHTED OUR CUSTOMERS PRO-TIP: SO CAN YOU! Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
  • 99. CONCLUSION AND FINAL THOUGHTS
  • 101. CORE VALUES MATTER. I’M AN SEO WHO VALUES CONTENT STRATEGY
  • 102. BUT I’M NOT THE ONLY ONE. Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  • 103. WE WANT TO BUILD A BRIDGE TO THE CONTENT STRATEGY COMMUNITY Image copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
  • 104. BRIDGES BRING PEOPLE TOGETHER, HELPING US TO SHARE AND LEARN Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
  • 105. BRIDGES BREAK DOWN OUR MYTHS ABOUT THE UNKNOWN Image copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
  • 106. AND BRIDGES MEAN BUSINESS. A LOT OF BUSINESS. Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
  • 107. FINALLY, BRIDGES HELP US START CONVERSATIONS. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
  • 108. FINALLY, BRIDGES HELP US START CONVERSATIONS. LET’S TALK. Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
  • 109. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMAN LET’S TALK.