BrightEdge Share15 - CM203: Scaling Content: Production, Process & Culture - Allison Fabella

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This document summarizes four case studies about scaling content through cross-collaboration at different organizations. The first case study describes optimizing product pages by manually adding cross-links between related pages, which led to increases in traffic, conversions, and rankings. The second case study involved consulting with a company's video team to optimize existing videos. The third case studied integrated an SEO team into a new CMS development project. The final case study described an SEO team providing recommendations for a new page concept at a client's request. Key lessons highlighted include starting small, teaching others, being part of teams, and fighting for SEO priorities during projects.

Marketing

Scaling Content Through
Cross-Collaboration
Allison Fabella
Global Director, SEO
@brightedge #share15

Global Director, SEO
CareerBuilder
12 years experience
Enterprise-level
Agency, too
National speaker
SEO
Social
@alli12

The 4 Case Studies
Leading Consulting
Integrating Influencing
@brightedge #share15

Product Pages
Leading the charge…
Case #1
@brightedge #share15

The PilotIdentified three products to test
Based on feedback from CPO
Identified 10 keywords/pages per product
Based on Data Science
Set up tracking
Google Analytics, BrightEdge, others
Manually hardcoded cross-links
Launched & monitored
Very publicly reported results
(aka we bragged!)
Traffic up 189% / Conversions up 212% / Rankings up @brightedge #share15

Scaling UpScaled up to >1000 pages
Exported tracked keywords
from BrightEdge
Queried the keywords against our
semantic data to ID 3-5 related terms
UX redesigned pages with cross links
A/B tested to ensure no
unintended consequences
Continued to monitor
Bragged some more
@brightedge #share15

Key
Stakeholders
Product Owner
Engineering Lead
Front-end Devs
Back-end Devs
UX Designer
Data Science
Chief Product Officer
…Because you
can’t scale up
in a vacuum
@brightedge #share15

Sometimes you have to
start small to go big
The
Takeaway
@brightedge #share15

Video
Leading others…
Case #2
@brightedge #share15

Met with video manager
Identified company’s video goals
Reviewed our data
Reviewed our YouTube SEO setup
Performed keyword research
Optimized a few videos
Tracked for results
The
Consult
@brightedge #share15

Reviewed keyword data
with video manager
Reviewed SEO changes and
rationale with video manager
Provided video manager
with written SEO best
practices for video
Set up a shared tracking
dashboard for video manager
Set up weekly auto reports for
video manager & SEO team
The
Handoff
@brightedge #share15

Key
Stakeholders
SEO Director
Video Manager
…Because not
everything needs
to be a big deal
@brightedge #share15

Scalability means teaching
others how to fish.
The
Takeaway
@brightedge #share15

A New CMS
Integrating SEO into the process
Case #3
@brightedge #share15

A Startling Discovery
The Story
@brightedge #share15

Discovery
Met with Product Owner
Met with Engineering Lead
Learned about goals
Learned about timeline
Met development team
Reviewed requirements
Reviewed code
@brightedge #share15

Hitting
Reset
Became part of the CMS team
Included in all meetings
Provided SEO requirements
Added SEO requirements
into team backlog
Included in “Definition of Done”
Code review
required pre-launch
@brightedge #share15

The
Result
440% Increase
@brightedge #share15

The
Stakeholders
SEO Team
Product Owner
Engineering Lead
Development Team
…Because sometimes
you’re just part of
the gang
@brightedge #share15

Some things are
worth fighting for
The
Takeaway
@brightedge #share15

Birth of a New Page
Supporting others’ ideas…
Case #4
@brightedge #share15

“How Can We Help?
The Story
@brightedge #share15

We The
Client
Reviewed SEO & company goals
Discussed current SEO pain points
Fantasized about ideal
SEO solutions
Identified team collaboration
opportunities
Provided technical requirements
Created mockups
@brightedge #share15

Stakeholders
SEO Team
Data Science Team
User Experience
Content Teams …Because it’s nice
to be asked
@brightedge #share15

If you build it,
they will come
The
Takeaway
@brightedge #share15

Summing up…
Invest in
Relationships
Track &
Report Results
Fight the
Good Fights
Be a Thought
Leader
@brightedge #share15

Thank you.
Allison Fabella
Global Director, SEO
@alli12
@brightedge #share15

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