The document discusses the integration of SEO into content strategy, emphasizing that good SEO and engaging content are essential for successful online presence. It dispels common myths about SEO, highlighting the importance of authenticity and the collaboration between SEO professionals and content creators. Practical strategies for embedding SEO into daily content practices are provided, aiming to enhance discoverability and business growth.

1. HOW TO BUILD
SEO INTO CONTENT
STRATEGY
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2. JONATHON COLMAN
PRINCIPAL EXPERIENCE
ARCHITECT FOR REI
WWW . REI . COM
TWITTER @ JCOLMAN
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3. CAN HUMANS
LIVE WITH…
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4. ROBOTS?!
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5. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/

6. Logo copyright © REI - http://www.REI.com/

7. CORE VALUES MATTER.
Logo copyright © REI - http://www.REI.com/

8. AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/

9. AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/

10. 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/

11. AT REI WE VALUE
AUTHENTICITY,
TRANSPARENCY, AND
FRIENDLY EXPERTISE.
Logo copyright © REI - http://www.REI.com/

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

13. I DON’T KNOW
ANYTHING
ABOUT CONTENT
STRATEGY.

14. DON’T TWEET THAT!
MY BOSS MIGHT FIND OUT.

15. OK, OK… I MIGHT BE
EXAGGERATING
A LITTLE BIT.

16. AFTER ALL,
I DID READ
THIS BOOK.

17. MY BACKGROUND AND
EXPERIENCE IS IN
SEO
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18. YEAH. I’M ONE OF
THESE GUYS.
Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821

19. YEAH. I’M ONE OF
THESE GUYS.
A NERD.
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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
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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

27. REALITY:
SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.

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
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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/

32. RANK MUST
BE EARNED.

33. RANK MUST
BE EARNED.
SPAM CAN’T GET
THESE RANKINGS
FOR A BRAND
NAME SEARCH

34. AS WELL AS
CLICK-THROUGH.

35. “RICH SNIPPETS”
INCREASE USER
CLICK-THROUGH
BY UP TO 30%
AS WELL AS
CLICK-THROUGH.

36. NOT TO MENTION
CONVERSION.

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
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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
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44. REALITY:
ROBOTS DON’T HAVE
CREDIT CARDS. SO
THEY’RE NOT OUR
AUDIENCE.
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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
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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
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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
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60. REALITY:
THIS IS, FINALLY,
NO LONGER TRUE.

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
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64. REALITY:
YOU CAN BELIEVE
WHAT YOU LIKE…

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.
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68. SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
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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
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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
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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

100. CORE VALUES MATTER.

101. CORE VALUES MATTER.
I’M AN SEO
WHO VALUES CONTENT
STRATEGY

102. BUT I’M NOT
THE ONLY ONE.
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103. WE WANT TO BUILD
A BRIDGE TO THE
CONTENT STRATEGY
COMMUNITY
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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.