Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job.
It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end.
But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward.
I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself.
Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together.
Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
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.
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