SlideShare a Scribd company logo
STOP THE

      PAIN
Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
ENTERPRISE
    SEO &
     CONTENT
    STRATEGY
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
WORKING
    TOGETHER
     TO STOP THE
    PAIN
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
JONATHON
    COLMAN
    PRINCIPAL EXPERIENCE ARCHITECT
    WWW.REI.COM
    TWITTER @JCOLMAN

Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
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 - REI - http://www.REI.com/
Logo copyright ©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 - REI - http://www.REI.com/
Logo copyright ©http://www.REI.com/
AT REI WE VALUE
                                                   AUTHENTICITY,
                                                   TRANSPARENCY, AND
                                                   FRIENDLY EXPERTISE.


Logo copyright © REI - REI - http://www.REI.com/
Logo copyright ©http://www.REI.com/
SO LET ME BE CLEAR
                                             ABOUT MY INTENTIONS
                                             TODAY…




Logo copyright © REI - http://www.REI.com/
I’M NOT HERE TO TURN YOU INTO


Image copyright © macQ - http://www.flickr.com/photos/macq/4628281600
                                                                        NERDS
I’M HERE TO STOP THE

      PAIN
Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
THE
                                                                                          PAIN
                                                                                           BETWEEN
                                                                                          SEOs AND
                                                                                           CONTENT
Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
                                                                                         STRATEGISTS
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

Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
SO WE’LL START BY
                                                                               EXPOSING A FEW OLD


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

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.

WE BEGAN INVESTING IN
SEO WAY BACK IN 2007.
MYTH:

           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” IN
   SEARCH CAN INCREASE
   CLICK-THROUGH BY 30%




AS WELL AS
CLICK-THROUGH.
NOT TO MENTION
CONVERSION.
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:

SEO TAKES
AWAY FROM
MY OTHER
EFFORTS
Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
REALITY:
                                                                                                     THESE CHANNELS
                                                                                                     WORK BETTER
                                                                                                     TOGETHER THAN
                                                                                                     THEY DO 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

              $$$
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
                                                                                                     YOUR OTHER WORK.
WE USED SEO
METRICS TO
SUPPORT WEB
PERFORMANCE
OPTIMIZATION
WE USED SEO
METRICS TO
SUPPORT WEB
PERFORMANCE
OPTIMIZATION
MYTH:

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…


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


Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
WE USE THEM TO
                                                                                        FIND THE THINGS
                                                                                        THAT WE NEED.


Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FOR
REAL PEOPLE




Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FOR
REAL PEOPLE




                                                                             ACCOUNT FOR

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

               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 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/
SEARCH ENGINES
                                                                        REWARD YOU FOR
                                                                        BUILDING BRANDS,
                                                                        NOT FOR USING
                                                                        KEYWORDS
Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
MYTH:

                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:

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
                                                           MOST PAID LINKS


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

               SEO IS
               DEAD

Image copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
REALITY:
BELIEVE WHAT YOU
LIKE…
REALITY:
BELIEVE WHAT YOU
LIKE… BUT I’LL
BELIEVE THE DATA.
REALITY:
BELIEVE WHAT YOU
LIKE… BUT I’LL
BELIEVE THE DATA.


OUR EARLY INVESTMENT
IN SEO REALLY 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
4 WAYS
TO BUILD SEO INTO
YOUR CONTENT
STRATEGY WORK

Image copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652
1. CONTENT AUDITING
Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
CONTENT AUDIT [ 1/4 ]
      Include traffic and conversion metrics – not rank
Image copyright © 27147 - http://www.flickr.com/photos/27147/3411775886
CONTENT AUDIT [ 2/4 ]
Audit for metadata formats, not just <meta> content
Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5794905716
CONTENT AUDIT [ 3/4 ]
                  Don’t waste your time with <meta> keywords
Image copyright © gcaserotti - http://www.flickr.com/photos/hams-caserotti/3423139774
CONTENT AUDIT [ 4/4 ]
Include competitive link-graph and social-graph data
Image copyright © LinkedIn Labs - http://inmaps.linkedinlabs.com/network
2. PAGE TABLES
Image copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
PAGE TABLES [ 1/3 ]
                                                  Include entry points to your pages
Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5791228117
PAGE TABLES [ 2/3 ]
        Review content experience on all page entry points
Image copyright © sveeta - http://www.flickr.com/photos/sveeta/427418322
PAGE TABLES [ 3/3 ]
    Add competitor details, analyze any experience gaps
Image copyright © mrwilleeumm - http://www.flickr.com/photos/mrwilleeumm/2108370839
3. METADATA STRATEGY
Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
METADATA STRATEGY [ 1/3 ]
         Move beyond <META> content into actual metadata
Image copyright © Jonathan O'Donnell - http://www.flickr.com/photos/jod999/923209521
METADATA STRATEGY [ 2/3 ]
      Common formats: FB OpenGraph, Schema.org, RDFa
Image copyright © sam_churchill - http://www.flickr.com/photos/samchurchill/8022804713
METADATA STRATEGY [ 3/3 ]
             Review how content is perceived without context
Image copyright © WarzauWynn - http://www.flickr.com/photos/warzauwynn/2513436278
4. GOVERNANCE
Image copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
GOVERNANCE [ 1/4 ]
                                    Document and socialize your standards
Image copyright © plums_deify - http://www.flickr.com/photos/10279741@N00/4851830784
GOVERNANCE [ 2/4 ]
                             Follow-up with a bold accountability model
Image copyright © wesbolton - http://www.flickr.com/photos/wesbolton/2717013932
GOVERNANCE [ 3/4 ]
                             Incentivize staff to support your standards
Image copyright © Miss Millificent - http://www.flickr.com/photos/athena1970/2860563297
GOVERNANCE [ 4/4 ]
               Incentivize management to support their teams
Image copyright © DIRTYSKYWALKER - http://www.flickr.com/photos/52597330@N06/4869623393
6 TOOLS
                                                                                           FOR MEASURING
                                                                                           SEO TO INFORM
                                                                                           YOUR CONTENT
                                                                                           STRATEGY
Image copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738
CHALLENGE: DUPLICATE CONTENT
Image copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
1. GOOGLE WEBMASTER TOOLS
    google.com/webmasters/tools
SIGN UP HERE!




1. GOOGLE WEBMASTER TOOLS
    google.com/webmasters/tools
CHALLENGE: SEMANTIC MARKUP
Image copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
2. GOOGLE RICH SNIPPETS TESTING TOOL
      google.com/webmasters/tools/richsnippets
GET STARTED HERE!




2. GOOGLE RICH SNIPPETS TESTING TOOL
      google.com/webmasters/tools/richsnippets
CHALLENGE: WHO’S LINKING? WHERE?
Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
3. SEOMOZ OPEN SITE EXPLORER
        opensiteexplorer.org
GET A GREAT TUTORIAL HERE!




3. SEOMOZ OPEN SITE EXPLORER
        opensiteexplorer.org
CHALLENGE: HOW TO AUDIT LINK DATA?
Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
4. SEOGADGET LINKS API EXT. FOR EXCEL
    seogadget.com/tools/links-api-extension-for-excel
GET GREAT TECH NOTES HERE!




4. SEOGADGET LINKS API EXT. FOR EXCEL
    seogadget.com/tools/links-api-extension-for-excel
CHALLENGE: HOW TO AUDIT WEB DATA?
Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
5. EXCELLENT ANALYTICS
     excellentanalytics.com
GET A GREAT TUTORIAL HERE!




5. EXCELLENT ANALYTICS
     excellentanalytics.com
CHALLENGE: WHAT PAGES ARE CRAWLED?
Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
6. SPLUNK
 splunk.com
GET A GREAT TUTORIAL HERE!




 6. SPLUNK
     splunk.com
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 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?


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


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

   SEOMOZ.ORG/BEGINNERS-
   GUIDE-TO-SEO




Image copyright © SEOmoz
WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH BY WORKING


TOGETHER?
REI CASE STUDY:
EXPERT
ADVICE
GOAL:
           REPLICATE THE REI IN-
           STORE “GREEN VEST”
           EXPERIENCE ONLINE




Image copyright © Hugger Industries – http://www.flickr.com/photos/60389800@N00/7998808442/
GOAL:
           REPLICATE THE REI IN-
           STORE “GREEN VEST”
           EXPERIENCE ONLINE


           STRATEGY:
           USE CORE VALUES AND
           EXPERTISE TO ANSWER
           CUSTOMER QUESTIONS




Image copyright © milos milosevic – http://www.flickr.com/photos/21496790@N06
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
CLICK HERE TO
                                              WATCH THIS VIDEO



                                     WE ALSO MADE GREAT VIDEOS
Video copyright © REI – http://www.REI.com/
EVERYONE LOVED THIS CONTENT
Image copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
BUT NO ONE COULD FIND IT
Image copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
AFTER AN INTIAL
                                                                                      SPIKE AT LAUNCH




                                                                                      TRAFFIC & GROWTH
                                                                                      FLATTENED OUT
Image copyright © Its.MJ – http://www.flickr.com/photos/jeimephotography/3430848777
GREAT CONTENT
                                                                           DOES NOT EQUAL
                                                                           GREAT VISIBILITY




Image copyright © peasap – http://www.flickr.com/photos/peasap/518956588
ENTER

    SEO
Image copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
ON-SITE:
           RE-WROTE <TITLE>s,
           <META> DESCRIPTIONS
           FOR REAL PEOPLE

           REDUCED DUPLICATION,
           ADDED CANONICAL
           <LINK> ELEMENTS

           IMPROVED CROSS-LINKS
           AND NAVIGATION

           CREATED AN XML SITE
           MAP OF ALL CONTENT


Image copyright © Dmitry Baranovskiy – http://www.flickr.com/photos/dmitry-baranovskiy/2378867408
OFF-SITE:
                                              TRANSFORMED BEST
                                              CONTENT INTO USEFUL,
                                              ENGAGING INFOGRAPHICS

                                              REACHED OUT TO
                                              RELEVANT INFLUENCERS
                                              AND PUBLISHERS

                                              ALIGNED CONTENT WITH
                                              EDUCATIONAL EVENTS IN
                                              OUR STORES

                                              EARNED ATTENTION FROM
                                              THE MEDIA

Image copyright © REI – http://www.REI.com/
PEOPLE:
           SHARED ACCOUNTABILITY
           FOR SEO ACROSS MANY
           DIVISIONS

           TIED SEO OUTCOMES TO
           ANNUAL REVIEW TARGETS
           FOR ALL CREATIVE TEAMS

           DOCUMENTED SEO
           STANDARDS, GOVERNED
           WITH TRAINING




Image copyright © nicola.albertini – http://www.flickr.com/photos/nalbertini/4077136093
THE RESULTS:


                                +170%
                            GROWTH IN ANNUAL TRAFFIC



Image copyright © Éole – http://www.flickr.com/photos/eole/1394588888
WE EVEN SAW A
             TRAFFIC BOOST
             AFTER PANDA


Image copyright © autan – http://www.flickr.com/photos/autanex/329004293
BECAUSE OUR
                                                                                                  COMPETITORS
                                                                                                  FELL BEHIND

Image copyright © AlphaTangoBravo / Adam Baker – http://www.flickr.com/photos/atbaker/879539212
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER AND
WIRED
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER AND
WIRED AND LOCAL
BUSINESS PRESS
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
WE AMAZED AND DELIGHTED
    REAL
    PEOPLE

Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
AND SO CAN

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

Image copyright © @jackeliiine – http://www.flickr.com/photos/jackeliine/3808786546
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 STOP
    THE PAIN BETWEEN
    SEOs AND CONTENT
    STRATEGISTS

Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
WE WANT TO SHARE
                                                                                WITH YOU AND
                                                                                LEARN FROM YOU.




Image copyright © _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204
WE WANT TO BREAK
DOWN THE MYTHS
AND BARRIERS TO
PROGRESS

Image copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913
WE WANT TO HELP
                                                                              YOU DRIVE NEW
                                                                              BUSINESS.




Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
WE WANT TO HELP
                                                                              YOU DRIVE NEW
                                                                              BUSINESS.

                                                                              A LOT OF NEW
                                                                              BUSINESS.
Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
WE WANT TO HAVE
A CONVERSATION
WITH YOU.




Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
WE WANT TO HAVE
A CONVERSATION
WITH YOU.

LET’S
TALK.
Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
JONATHON COLMAN
        PRINCIPAL EXPERIENCE
        ARCHITECT FOR REI
        WWW.REI.COM
        TWITTER @ JCOLMAN



LET’S
TALK.
WANT TO
                                                                                    KNOW EVEN
                                                                                    MORE ABOUT
                                                                                    CONTENT
                                                                                    STRATEGY?
                                                                                    HERE ARE 200+ OF THE
                                                                                    BEST FREE RESOURCES!


Image copyright © nataliej - flickr.com/photos/nataliejohnson/2776045330/sizes/l/

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Enterprise SEO & Content Strategy: STOP THE PAIN!

  • 1. STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  • 2. ENTERPRISE SEO & CONTENT STRATEGY Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 3. WORKING TOGETHER TO STOP THE PAIN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 4. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMAN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 5. Logo copyright © REI - http://www.REI.com/
  • 6. CORE VALUES MATTER Logo copyright © REI - http://www.REI.com/
  • 7. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP. Logo copyright © REI - REI - http://www.REI.com/ Logo copyright ©http://www.REI.com/
  • 8. 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 - REI - http://www.REI.com/ Logo copyright ©http://www.REI.com/
  • 9. AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE. Logo copyright © REI - REI - http://www.REI.com/ Logo copyright ©http://www.REI.com/
  • 10. SO LET ME BE CLEAR ABOUT MY INTENTIONS TODAY… Logo copyright © REI - http://www.REI.com/
  • 11. I’M NOT HERE TO TURN YOU INTO Image copyright © macQ - http://www.flickr.com/photos/macq/4628281600 NERDS
  • 12. I’M HERE TO STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  • 13. THE PAIN BETWEEN SEOs AND CONTENT Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 STRATEGISTS
  • 14. WHY? SEOs NEED YOUR HELP. SO DO THEIR CUSTOMERS. SO DO THE SEARCH ENGINES.
  • 15. WHY? YOU NEED HELP FROM SEOs, TOO. * * YOU JUST DON’T KNOW IT YET!
  • 16. CORE VALUES MATTER Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • 17. SO WE’LL START BY EXPOSING A FEW OLD MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • 18. MYTH: YOU CAN SHORT-CUT YOUR WAY TO SEO Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  • 20. REALITY: SUSTAINABLE SEO REQUIRES LONG- TERM INVESTMENT. WE BEGAN INVESTING IN SEO WAY BACK IN 2007.
  • 21. MYTH: YOU HAVE TO SPAM TO RANK Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  • 22. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE. Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  • 23. SPAM CAN’T DO THIS Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  • 25. RANK MUST BE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  • 27. “RICH SNIPPETS” IN SEARCH CAN INCREASE CLICK-THROUGH BY 30% AS WELL AS CLICK-THROUGH.
  • 29. THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.
  • 30. MYTH: SEO TAKES AWAY FROM MY OTHER EFFORTS Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
  • 31. REALITY: THESE CHANNELS WORK BETTER TOGETHER THAN THEY DO APART. Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
  • 32. YOU CAN EVEN USE SEO METRICS TO CREATE BUSINESS CASES TO SUPPORT $$$ Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off YOUR OTHER WORK.
  • 33. WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION
  • 34. WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION
  • 35. MYTH: SEO IS FOR ROBOTS, NOT PEOPLE Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  • 36. 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
  • 37. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM. Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  • 38. ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS.
  • 39. WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  • 40. WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  • 41. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  • 42. DESIGN FOR REAL PEOPLE Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  • 43. DESIGN FOR REAL PEOPLE ACCOUNT FOR Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS
  • 44. MYTH: SEO IS JUST ABOUT TEXT Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  • 45. REALITY: THE GOOGLE KEYWORD TOOL IS NOT AN EDITORIAL DICTATOR.
  • 46. KEYWORD VOLUME IS NO SUBSTITUTE FOR EDITORIAL GOVERNANCE.
  • 47. WRITE FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN. Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  • 48. CLICK HERE TO WATCH THIS VIDEO KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 49. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 50. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  • 51. MYTH: SEO IS JUST ABOUT LINKS Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
  • 52. REALITY: GOOD LINKS ARE IMPORTANT, BUT GOOD EXPERIENCES ARE ESSENTIAL.
  • 53. NEED TO BUILD LINKS? START BY BUILDING OUT GREAT CONTENT.
  • 54. MYTH: YOU HAVE TO BUY LINKS Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  • 56. GOOGLE’S PENGUIN UPDATES PENALIZE MOST PAID LINKS Image copyright © unknown - http://www.gifbin.com/981126
  • 57. …BUT IT DOESN’T HELP THAT LINK SELLERS ARE STILL IN THE INDEX.
  • 58. MYTH: SEO IS DEAD Image copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
  • 60. REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.
  • 61. REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA. OUR EARLY INVESTMENT IN SEO REALLY PAID OFF!
  • 62. STOP BELIEVING THE MYTHS. Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  • 63. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  • 64. 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
  • 65. 4 WAYS TO BUILD SEO INTO YOUR CONTENT STRATEGY WORK Image copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652
  • 66. 1. CONTENT AUDITING Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  • 67. CONTENT AUDIT [ 1/4 ] Include traffic and conversion metrics – not rank Image copyright © 27147 - http://www.flickr.com/photos/27147/3411775886
  • 68. CONTENT AUDIT [ 2/4 ] Audit for metadata formats, not just <meta> content Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5794905716
  • 69. CONTENT AUDIT [ 3/4 ] Don’t waste your time with <meta> keywords Image copyright © gcaserotti - http://www.flickr.com/photos/hams-caserotti/3423139774
  • 70. CONTENT AUDIT [ 4/4 ] Include competitive link-graph and social-graph data Image copyright © LinkedIn Labs - http://inmaps.linkedinlabs.com/network
  • 71. 2. PAGE TABLES Image copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
  • 72. PAGE TABLES [ 1/3 ] Include entry points to your pages Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5791228117
  • 73. PAGE TABLES [ 2/3 ] Review content experience on all page entry points Image copyright © sveeta - http://www.flickr.com/photos/sveeta/427418322
  • 74. PAGE TABLES [ 3/3 ] Add competitor details, analyze any experience gaps Image copyright © mrwilleeumm - http://www.flickr.com/photos/mrwilleeumm/2108370839
  • 75. 3. METADATA STRATEGY Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  • 76. METADATA STRATEGY [ 1/3 ] Move beyond <META> content into actual metadata Image copyright © Jonathan O'Donnell - http://www.flickr.com/photos/jod999/923209521
  • 77. METADATA STRATEGY [ 2/3 ] Common formats: FB OpenGraph, Schema.org, RDFa Image copyright © sam_churchill - http://www.flickr.com/photos/samchurchill/8022804713
  • 78. METADATA STRATEGY [ 3/3 ] Review how content is perceived without context Image copyright © WarzauWynn - http://www.flickr.com/photos/warzauwynn/2513436278
  • 79. 4. GOVERNANCE Image copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
  • 80. GOVERNANCE [ 1/4 ] Document and socialize your standards Image copyright © plums_deify - http://www.flickr.com/photos/10279741@N00/4851830784
  • 81. GOVERNANCE [ 2/4 ] Follow-up with a bold accountability model Image copyright © wesbolton - http://www.flickr.com/photos/wesbolton/2717013932
  • 82. GOVERNANCE [ 3/4 ] Incentivize staff to support your standards Image copyright © Miss Millificent - http://www.flickr.com/photos/athena1970/2860563297
  • 83. GOVERNANCE [ 4/4 ] Incentivize management to support their teams Image copyright © DIRTYSKYWALKER - http://www.flickr.com/photos/52597330@N06/4869623393
  • 84. 6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGY Image copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738
  • 85. CHALLENGE: DUPLICATE CONTENT Image copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
  • 86. 1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  • 87. SIGN UP HERE! 1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  • 88. CHALLENGE: SEMANTIC MARKUP Image copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
  • 89. 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  • 90. GET STARTED HERE! 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  • 91. CHALLENGE: WHO’S LINKING? WHERE? Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
  • 92. 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  • 93. GET A GREAT TUTORIAL HERE! 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  • 94. CHALLENGE: HOW TO AUDIT LINK DATA? Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
  • 95. 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  • 96. GET GREAT TECH NOTES HERE! 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  • 97. CHALLENGE: HOW TO AUDIT WEB DATA? Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
  • 98. 5. EXCELLENT ANALYTICS excellentanalytics.com
  • 99. GET A GREAT TUTORIAL HERE! 5. EXCELLENT ANALYTICS excellentanalytics.com
  • 100. CHALLENGE: WHAT PAGES ARE CRAWLED? Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
  • 102. GET A GREAT TUTORIAL HERE! 6. SPLUNK splunk.com
  • 103. NOW I KNOW WHAT YOU’RE THINKING… Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  • 104. “ WHAT’S IN IT FOR ME?”
  • 105. CORE VALUES MATTER WHAT ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  • 106. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTH Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  • 107. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORK Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  • 108. YOU CAN BETTER MEASURE THE IMPACT OF YOUR EFFORTS… Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  • 109. …AND USE THAT DATA TO SHARE YOUR STORY. Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  • 110. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  • 111. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  • 112. HERE’S THE BEST PLACE TO START SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEO Image copyright © SEOmoz
  • 113. WHAT CAN SEO AND CONTENT STRATEGY ACCOMPLISH BY WORKING TOGETHER?
  • 115. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE Image copyright © Hugger Industries – http://www.flickr.com/photos/60389800@N00/7998808442/
  • 116. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS Image copyright © milos milosevic – http://www.flickr.com/photos/21496790@N06
  • 117. 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
  • 118. CLICK HERE TO WATCH THIS VIDEO WE ALSO MADE GREAT VIDEOS Video copyright © REI – http://www.REI.com/
  • 119. EVERYONE LOVED THIS CONTENT Image copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
  • 120. BUT NO ONE COULD FIND IT Image copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
  • 121. AFTER AN INTIAL SPIKE AT LAUNCH TRAFFIC & GROWTH FLATTENED OUT Image copyright © Its.MJ – http://www.flickr.com/photos/jeimephotography/3430848777
  • 122. GREAT CONTENT DOES NOT EQUAL GREAT VISIBILITY Image copyright © peasap – http://www.flickr.com/photos/peasap/518956588
  • 123. ENTER SEO Image copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
  • 124. ON-SITE: RE-WROTE <TITLE>s, <META> DESCRIPTIONS FOR REAL PEOPLE REDUCED DUPLICATION, ADDED CANONICAL <LINK> ELEMENTS IMPROVED CROSS-LINKS AND NAVIGATION CREATED AN XML SITE MAP OF ALL CONTENT Image copyright © Dmitry Baranovskiy – http://www.flickr.com/photos/dmitry-baranovskiy/2378867408
  • 125. OFF-SITE: TRANSFORMED BEST CONTENT INTO USEFUL, ENGAGING INFOGRAPHICS REACHED OUT TO RELEVANT INFLUENCERS AND PUBLISHERS ALIGNED CONTENT WITH EDUCATIONAL EVENTS IN OUR STORES EARNED ATTENTION FROM THE MEDIA Image copyright © REI – http://www.REI.com/
  • 126. PEOPLE: SHARED ACCOUNTABILITY FOR SEO ACROSS MANY DIVISIONS TIED SEO OUTCOMES TO ANNUAL REVIEW TARGETS FOR ALL CREATIVE TEAMS DOCUMENTED SEO STANDARDS, GOVERNED WITH TRAINING Image copyright © nicola.albertini – http://www.flickr.com/photos/nalbertini/4077136093
  • 127. THE RESULTS: +170% GROWTH IN ANNUAL TRAFFIC Image copyright © Éole – http://www.flickr.com/photos/eole/1394588888
  • 128. WE EVEN SAW A TRAFFIC BOOST AFTER PANDA Image copyright © autan – http://www.flickr.com/photos/autanex/329004293
  • 129. BECAUSE OUR COMPETITORS FELL BEHIND Image copyright © AlphaTangoBravo / Adam Baker – http://www.flickr.com/photos/atbaker/879539212
  • 132. POSITIVE BRAND MENTIONS FROM LIFEHACKER AND WIRED AND LOCAL BUSINESS PRESS
  • 133. REI MADE IMPLICT EXPERTISE EXPLICIT AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
  • 134. WE TRANSFORMED THAT CONTENT INTO VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
  • 135. WE REACHED NEW AUDIENCES WITH EARNED MEDIA CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY! AND YOU SHOULD BE FLUENT IN MARKETING ANALYTICS.
  • 136. WE LEVERAGED NEW METADATA FORMATS FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
  • 137. 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
  • 138. WE HELPED BUILD SKILLS AND COMMUNITIES ACROSS CHANNELS REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
  • 139. WE LINKED DATA WITH CONTENT TO AID IN WAYFINDING AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE
  • 140. WE AMAZED AND DELIGHTED REAL PEOPLE Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  • 141. AND SO CAN YOU Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  • 142. CONCLUSION AND FINAL THOUGHTS
  • 143. CORE VALUES MATTER Image copyright © @jackeliiine – http://www.flickr.com/photos/jackeliine/3808786546
  • 144. I’M AN SEO WHO VALUES CONTENT STRATEGY
  • 145. BUT I’M NOT THE ONLY ONE. Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  • 146. WE WANT TO STOP THE PAIN BETWEEN SEOs AND CONTENT STRATEGISTS Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
  • 147. WE WANT TO SHARE WITH YOU AND LEARN FROM YOU. Image copyright © _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204
  • 148. WE WANT TO BREAK DOWN THE MYTHS AND BARRIERS TO PROGRESS Image copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913
  • 149. WE WANT TO HELP YOU DRIVE NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  • 150. WE WANT TO HELP YOU DRIVE NEW BUSINESS. A LOT OF NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  • 151. WE WANT TO HAVE A CONVERSATION WITH YOU. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  • 152. WE WANT TO HAVE A CONVERSATION WITH YOU. LET’S TALK. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  • 153. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMAN LET’S TALK.
  • 154. WANT TO KNOW EVEN MORE ABOUT CONTENT STRATEGY? HERE ARE 200+ OF THE BEST FREE RESOURCES! Image copyright © nataliej - flickr.com/photos/nataliejohnson/2776045330/sizes/l/