1. The document discusses overhauling content strategy as part of a site migration project. It outlines a methodology used by the author and their team to research client, competitor, and customer needs to inform a new content strategy.
2. The research phase involves auditing owned assets, understanding brand and business objectives, analyzing competitors' strategies, and gathering customer insights from keywords, search trends, surveys, and social listening.
3. This information is used to make decisions about content themes, structure, and format to address user needs and differentiate the site, ensuring the migration satisfies search intent and user experience alongside technical SEO best practices.
When a site is out-of-date and/or its CMS is limited, often the best solution is a site migration. The migration is an opportunity to implement an entirely new look-and-feel, mobilize the site, fix navigation, re-assess the site’s goals, and re-organize content. A migration provides an opportunity to run the site on a CMS that is more powerful and more user-friendly like Joomla.
Randy is the migration lead and content strategist for the migration project of the Joomla! Community Magazine which includes over a thousand articles filled with links, images, and attachments. He will share the challenges that the project faces, the strategy for migration, and a high-level explanation of the approach in Joomla. The discussion will be suitable for the business-minded who must understand the issues and make decisions accordingly as well as for the developer who must implement a solution.
Is Your Content Migration Strategy Garbage In, Garbage Out? WebinarConcept Searching, Inc
If you are migrating from SharePoint to SharePoint, SharePoint to Office 365, or SharePoint to a non-Microsoft product, we have the tools to get your content where you want it, and organize it at the same time.
Learn how to avoid the typical content migration pitfalls, and get your migration right.
Understand how to successfully migrate documents that may exist in multiple places, could be different revisions of the same document, or need to remain confidential when migrated.
Don’t just mass move your content. Attend to learn how to achieve intelligent migration.
• What is missing from typical migration strategies, even when using third party tools
• Why metadata generated from ‘content within context’ is important
• Designing a metadata schema aligned to your organization and its processes
• How conceptual metadata generation builds a consistent end user experience and decreases migration effort
• Maximizing ROI from your migration budget
SharePoint Migration-What you need to knowOliver Wirkus
A migration to SharePoint is not an easy task and requires extensive and thorough planning to ensure success. This session walks you through all the necessary planning activities and provides established best-practices and recommendation to ensure, your migration planning and migration are efficient and successful.
Facilitating continuous delivery in a FinTech world with Salt, Jenkins, Nexus...Chocolatey Software
Michel Buczynski, DevOps Coach at TD Securities: Most of the developments in FinTech are hybrid, they rely of both legacy and modern or more agile technologies. We will show how Chocolatey Business Edition can become the centerpiece of a CD pipeline. We will explain in detail how to integrate Chocolatey with Jenkins, Nexus, SaltStack to deploy micro-services both on legacy and cloud platform. We will show how the Chocolatey Agent (Self-Service Installer) with the help of Nexus repos, permit a secure continuous deployment of custom desktop applications on users' workstations and make the use of Citrix XenApp servers almost obsolete. Show how the Package Builder, Synchronizer, Downloader and Internalize simplify the day to day operation of developers.
It’s All About Adoption: How Gilead Sciences Forged a Path to Accelerate ValueScout RFP
Driving change is all about putting the right pieces together in the right order to achieve your long-term goals. But in a rapidly changing environment, how do you get everyone marching in the same direction? This scenario is played out in the extreme in the pharmaceutical and life sciences industry: tasked not only with creating world-changing (and life-changing) treatments, they also have to navigate a complex path to market. Hear how Gilead Sciences and Blackline Group built and executed a plan with Scout’s full platform to deliver immediate results (and measure that success).
When a site is out-of-date and/or its CMS is limited, often the best solution is a site migration. The migration is an opportunity to implement an entirely new look-and-feel, mobilize the site, fix navigation, re-assess the site’s goals, and re-organize content. A migration provides an opportunity to run the site on a CMS that is more powerful and more user-friendly like Joomla.
Randy is the migration lead and content strategist for the migration project of the Joomla! Community Magazine which includes over a thousand articles filled with links, images, and attachments. He will share the challenges that the project faces, the strategy for migration, and a high-level explanation of the approach in Joomla. The discussion will be suitable for the business-minded who must understand the issues and make decisions accordingly as well as for the developer who must implement a solution.
Is Your Content Migration Strategy Garbage In, Garbage Out? WebinarConcept Searching, Inc
If you are migrating from SharePoint to SharePoint, SharePoint to Office 365, or SharePoint to a non-Microsoft product, we have the tools to get your content where you want it, and organize it at the same time.
Learn how to avoid the typical content migration pitfalls, and get your migration right.
Understand how to successfully migrate documents that may exist in multiple places, could be different revisions of the same document, or need to remain confidential when migrated.
Don’t just mass move your content. Attend to learn how to achieve intelligent migration.
• What is missing from typical migration strategies, even when using third party tools
• Why metadata generated from ‘content within context’ is important
• Designing a metadata schema aligned to your organization and its processes
• How conceptual metadata generation builds a consistent end user experience and decreases migration effort
• Maximizing ROI from your migration budget
SharePoint Migration-What you need to knowOliver Wirkus
A migration to SharePoint is not an easy task and requires extensive and thorough planning to ensure success. This session walks you through all the necessary planning activities and provides established best-practices and recommendation to ensure, your migration planning and migration are efficient and successful.
Facilitating continuous delivery in a FinTech world with Salt, Jenkins, Nexus...Chocolatey Software
Michel Buczynski, DevOps Coach at TD Securities: Most of the developments in FinTech are hybrid, they rely of both legacy and modern or more agile technologies. We will show how Chocolatey Business Edition can become the centerpiece of a CD pipeline. We will explain in detail how to integrate Chocolatey with Jenkins, Nexus, SaltStack to deploy micro-services both on legacy and cloud platform. We will show how the Chocolatey Agent (Self-Service Installer) with the help of Nexus repos, permit a secure continuous deployment of custom desktop applications on users' workstations and make the use of Citrix XenApp servers almost obsolete. Show how the Package Builder, Synchronizer, Downloader and Internalize simplify the day to day operation of developers.
It’s All About Adoption: How Gilead Sciences Forged a Path to Accelerate ValueScout RFP
Driving change is all about putting the right pieces together in the right order to achieve your long-term goals. But in a rapidly changing environment, how do you get everyone marching in the same direction? This scenario is played out in the extreme in the pharmaceutical and life sciences industry: tasked not only with creating world-changing (and life-changing) treatments, they also have to navigate a complex path to market. Hear how Gilead Sciences and Blackline Group built and executed a plan with Scout’s full platform to deliver immediate results (and measure that success).
Wake Up Your Website - Boston September 26 2013Ektron
JOE PULIZZI, Founder, Content Marketing Institute
BOB CANAWAY, Vice President, Marketing, Ektron
ED BOCCHINO, Project Manager, NorthPoint Digital
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
Join Ektron to learn:
9 ways you can target anonymous and known visitors
How personas help you create better content, and target more effectively
Why connecting your CRM and Marketing Automation systems to your website helps you target content
How you can use personas to gain insights from web analytics
How to optimize digital experiences across desktops and mobile devices
WEBINAR: ClearEdge Marketing VP of Marketing & Digital Services, Michelle Krier, to Host Webinar with the TechServe Alliance on “Content is the Car, Social Media is the Gas.”
Michelle discusses the strategy behind content creation as well as the importance of selecting the right social media channels, when and how to best position your content so you receive maximum exposure, and finding influencers to help promote your content.
SEO and Influencer Marketing - Better TogethergShift
Brands and agencies worldwide strive to simplify and execute on integrated digital marketing strategies from planning through to execution and reporting. gShift’s web presence analytics platform for SEO, Content and Social combined with InNetwork’s Influencer Marketing technology provide an unprecedented competitive advantage.
Krista LaRiviere, Cofounder & CEO, gShift with Chris Keevill, Cofounder & CEO, InNetwork discussed the opportunities and benefits that exist by having SEO, Content Marketing and Influencer marketing data and reporting under one roof.
In this 45-minute webinar, we reviewed:
~what the gShift & InNetwork acquisition means for digital marketers
~the importance of including Influencer Marketing in the digital marketing mix
~the link between SEO data and Influencers discoverability and audience development
~influencer analytics, kontextURLs and reporting
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
PCG Digital Marketing was awarded a 2014 Searchie Award for Best Scaled SEO Solution. PCG specializes in SEO services for automotive retailers. http://www.pcgdigitalmarketing.com/webinar-building-a-scalable-seo-solution/
How to Supercharge Your Business with Content MarketingStoney deGeyter
Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!
The exploding areas of local, mobile, and social digital contexts offer outstanding ROI prospects for brands and growth potential for digital agencies.
Here is a vision for expanding an inbound marketing capacity either in-house or on the agency side. It's time to move beyond core SEO and PPC into a holistic, social, local, and content-driven world.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Electronic Security & Technology Association-Digital Marketing April 2014Impression Marketing
Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Internet marketing Ninjas is the full-service Internet marketing company providing search optimization, social media marketing, content creation and promotion, branding services. this deck gives an overview of InternetmarketingNinjas.com services
Digital marketing refers to the use of digital channels, such as the internet, social media, mobile apps, search engines, and other online platforms, to promote products, services, or brands. It encompasses a wide range of tactics and strategies aimed at reaching and engaging with a target audience in the digital space.
aol mail change password~@~ aol mail settings problems with aol mailjeetendraweb
aol mail change password~@~ aol mail settings problems with aol mail
Your AOL password should be like a fingerprint – uniquely yours. It protects your AOL account from unauthorized access and is your secret identity for signing on to the AOL software or any AOL service, such as AOL Mail or AIM.
Wake Up Your Website - NYC and Boston PresentationEktron
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
Presenters:
JOE PULIZZI - Founder, Content Marketing Institute
JONATHAN WALL- Director, Product Marketing, Ektron
ED BOCCHINO - Project Manager, NorthPoint Digital
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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Wake Up Your Website - Boston September 26 2013Ektron
JOE PULIZZI, Founder, Content Marketing Institute
BOB CANAWAY, Vice President, Marketing, Ektron
ED BOCCHINO, Project Manager, NorthPoint Digital
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
Join Ektron to learn:
9 ways you can target anonymous and known visitors
How personas help you create better content, and target more effectively
Why connecting your CRM and Marketing Automation systems to your website helps you target content
How you can use personas to gain insights from web analytics
How to optimize digital experiences across desktops and mobile devices
WEBINAR: ClearEdge Marketing VP of Marketing & Digital Services, Michelle Krier, to Host Webinar with the TechServe Alliance on “Content is the Car, Social Media is the Gas.”
Michelle discusses the strategy behind content creation as well as the importance of selecting the right social media channels, when and how to best position your content so you receive maximum exposure, and finding influencers to help promote your content.
SEO and Influencer Marketing - Better TogethergShift
Brands and agencies worldwide strive to simplify and execute on integrated digital marketing strategies from planning through to execution and reporting. gShift’s web presence analytics platform for SEO, Content and Social combined with InNetwork’s Influencer Marketing technology provide an unprecedented competitive advantage.
Krista LaRiviere, Cofounder & CEO, gShift with Chris Keevill, Cofounder & CEO, InNetwork discussed the opportunities and benefits that exist by having SEO, Content Marketing and Influencer marketing data and reporting under one roof.
In this 45-minute webinar, we reviewed:
~what the gShift & InNetwork acquisition means for digital marketers
~the importance of including Influencer Marketing in the digital marketing mix
~the link between SEO data and Influencers discoverability and audience development
~influencer analytics, kontextURLs and reporting
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
PCG Digital Marketing was awarded a 2014 Searchie Award for Best Scaled SEO Solution. PCG specializes in SEO services for automotive retailers. http://www.pcgdigitalmarketing.com/webinar-building-a-scalable-seo-solution/
How to Supercharge Your Business with Content MarketingStoney deGeyter
Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!
The exploding areas of local, mobile, and social digital contexts offer outstanding ROI prospects for brands and growth potential for digital agencies.
Here is a vision for expanding an inbound marketing capacity either in-house or on the agency side. It's time to move beyond core SEO and PPC into a holistic, social, local, and content-driven world.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Electronic Security & Technology Association-Digital Marketing April 2014Impression Marketing
Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Internet marketing Ninjas is the full-service Internet marketing company providing search optimization, social media marketing, content creation and promotion, branding services. this deck gives an overview of InternetmarketingNinjas.com services
Digital marketing refers to the use of digital channels, such as the internet, social media, mobile apps, search engines, and other online platforms, to promote products, services, or brands. It encompasses a wide range of tactics and strategies aimed at reaching and engaging with a target audience in the digital space.
aol mail change password~@~ aol mail settings problems with aol mailjeetendraweb
aol mail change password~@~ aol mail settings problems with aol mail
Your AOL password should be like a fingerprint – uniquely yours. It protects your AOL account from unauthorized access and is your secret identity for signing on to the AOL software or any AOL service, such as AOL Mail or AIM.
Wake Up Your Website - NYC and Boston PresentationEktron
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
Presenters:
JOE PULIZZI - Founder, Content Marketing Institute
JONATHAN WALL- Director, Product Marketing, Ektron
ED BOCCHINO - Project Manager, NorthPoint Digital
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In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. WHO AM I?
SEO Account Manager
Resolution Media @ Manning Gottlieb OMD
@brionygunson
3. TODAY WE ARE GOING TO COVER…
• A methodology that my team and I have used to
overhaul client content strategy when handling a
site migration.
• Beyond just the usual IA implications, it’s about
setting up the site to address user needs whilst also
satisfying search intent.
@brionygunson
4. A TALE OF TWO HALVES – MIGRATING A SITE AND CONTENT STRATEGY
@brionygunson
VO: a lot can potentially go awry with a site migration…
Image sources: http://farm4.static.flickr.com/3262/2684820457_a1797af6c7.jpg
http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
5. IT’S UNDERSTANDABLE THAT CONTENT STRATEGY IS NOT OFTEN THE
MAIN FOCUS
@brionygunson
VO: But I want to highlight why it’s actually a great opportunity to
investigate content strategy as part of the process, as there’s so much
insight gleaned from the research done to ensure that a site migration
goes well.
7. WHY MIGRATE A SITE?
@brionygunson
2008 2015
VO: It could be about:
• Updating technology
• Visual design and layout
• Overhauling content
• Upgrade CMS
• Change of vendor
Or all of the above!
8. WHAT IS THE TRADITIONAL ROLE OF AN SEO IN ALL OF THIS?
@brionygunson
Image source: http://giphy.com/search/white-kid-computer-thumbs-up
10. TECHNICAL BEST PRACTICE & ON-PAGE REVAMP
@brionygunson
Image of the scrum board & daily r
ankings graph from BrightEdge
VO: typically look to ensure technical best practice is in place and use this as an
opportunity to revamp on-page optimisation, e.g.
• 301 redirects from old to new site are in place
• The new site can be crawled and indexed by search engines
• Preventing duplicate content on the new site
• Resolving 404s
• Measuring and tracking traffic, rankings, index – meticulously measure pre & post
migration
etc
11. THE ROLE AND REMIT OF AN SEO CAN BE DICTATED BY A
VARIETY OF FACTORS…
@brionygunson
Image source: http://giphy.com/search/white-kid-computer-thumbs-up
12. A DECISION THAT REQUIRES A LOT OF TIME, MONEY,
ENERGY AND EMOTION
@brionygunson
VO: We want our clients to have the best possible product – so what
about also looking to increase traffic, engagement, conversion?
Image source: http://www.vebidoo.de/erich+cermak
13. REALLY, IT’S AN AMAZING OPPORTUNITY TO REALLY GET
YOUR HOUSE IN ORDER!
@brionygunson
We should look to build a site that's
design, structure and functionality make
it compatible with the content needs
relevant for our client’s audience.
By doing an extra bit of research, an SEO
can contribute a lot more insight and
value to the client, whilst ensuring the
SEO objectives are met.
Image source: https://southcarolina1670.files.wordpress.com/2010/06/house-after.png?w=676
14. A TALE OF TWO HALVES – MIGRATING A SITE AND CONTENT STRATEGY
@brionygunsonImage sources: http://farm4.static.flickr.com/3262/2684820457_a1797af6c7.jpg
http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
15. BUT WHAT DO I MEAN BY “CONTENT STRATEGY?”
@brionygunson
In this context, it’s
very much about
investigating
what the website
content strategy
should be and
basing this on
consumer needs.
Image source: http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
16. AND HOW DO WE IDENTIFY THESE CONTENT NEEDS?
@brionygunson
Image source: http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
17. @brionygunson
CLIENT
CUSTOMERSCOMPETITORS
BY BEEFING UP THE RESEARCH PHASE PRE-MIGRATION
Foundations
for website
content
strategy
VO: as part of a migration, you will (or
certainly should) do quite a lot of research
which you can break down into three key
areas – client, competitors & customers.
18. @brionygunson
CLIENT
CUSTOMERSCOMPETITORS
Inputs can include:
• Target audience
• Auditing owned/earned assets
• Previous campaigns
• Brand strategy
What does the client want to achieve
from this migration?
BY BEEFING UP THE RESEARCH PHASE PRE-MIGRATION
VO: makes sense to ensure you fully understand the client –
understanding what it is that they want to achieve with the
redesign/overhaul, so you are clear on what you are
migrating over and the stakes involved.
19. @brionygunson
CLIENT
CUSTOMERSCOMPETITORS
BY BEEFING UP THE RESEARCH PHASE PRE-MIGRATION
Inputs can include:
• Share of Voice on social
• Share of Voice via organic search
• Backlink profile
• Estimated traffic
• Recent campaigns
How can we differentiate ourselves?
VO: similar to client research, we would also look to see who is doing
well in this space. Where there is overlap this is where we need to
think about how we can differentiate our clients from their
competitors.
20. @brionygunson
CLIENT
CUSTOMERSCOMPETITORS
BY BEEFING UP THE RESEARCH PHASE PRE-MIGRATION
Inputs can include:
• Keyword research
• Search trends
• Survey data
• CRM data
• Facebook demographic data
• PPC demographic data
Is this enough for user needs?
VO: Thinking about the crossover: Is the current content doing
a good job at targeting those terms? How do we compare to
competitors?
21. @brionygunson
KEYWORDS ONLY TELL PART OF THE USER NEEDS STORY
VO: Rise of “how to” & “why” search queries has opened up a lot more
content opportunities for brands – increasing presence of search snippets
show the importance Google is giving to answering user needs
23. SOCIAL LISTENING GIVES US ADDITIONAL LAYER OF INSIGHT
@brionygunson
VO: We want to see what convos are happening on social around our
clients, their products and their competitors and any relevant topics
So we want to add this additional layer into the site migration process when
understanding clients, competitors & customers.
Image source http://40n2v21d6ogh2vw593p4ksu1.wpengine.netdna-cdn.com/wp-
content/uploads/2014/04/SocialMediaSchedulingListening-776x415.jpg
24. Input
keywords in
SLT
Review
output for
relevancy
Group
relevant
content by
theme
Input themes
into SLT
Review
output for
search
queries
Search vol,
rank, content
format
METHODOLOGY OF IDENTIFYING THOSE NEEDS VIA SOCIAL
LISTENING
@brionygunson
“Train tickets”
“Cost”, “Type”,
“Where to buy”,
“How to collect”
Search vol 50
rank 38
travel guides
“when is the cheapest
time to travel by train?”
VO: The scale and depth to which you
want to go to is up to you!
26. WHEN SHOULD THIS RESEARCH TAKE PLACE?
@brionygunson
Reviewing
objectives
Defining
IA
In build
Migration
Day
Second
Release?
Reviewing
objectives
This presents a big over simplification of a migration process! But, ideally,
we want to be starting research 8-10 weeks before any decisions are made
about defining site structure – the earlier you can be involved in the site
migration process the better.
27. SO, HOW HAS THIS WORKED FOR US?
@brionygunson
Image source:
https://plus.google.com/+RicardoNunoSilva/posts/R9vC5UtU4VK?pid=57965
10546364478562&oid=102679111540717383584
29. 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15
PHEW! MIGRATION WENT WELL AND WE GREW TRAFFIC WHILST REDUCING SIZE
OF SITE BY 50%
MIGRATION DAY
@brionygunson
SECOND RELEASE
National
Campaign +70,000 organic visits
compared to July 2014
VO: New site launched in August 2014 with new content, CMS, design, layout, structure & we
reduced the size of the site by 50%. Post launch, we see a slight drop off in Sept but this is
seasonality, & then we start to see a gradual lift up until another release in February 2015 where
we launched a content hub based on user needs research. +70,000 visits compared to 2014
when there was a national campaign that same month – with TV, radio, OOH, paid spend –
boosting search interest around the brand.
30. AND RANKINGS FOR CORE TERMS BASED ON USER NEEDS ALSO INCREASED
*144% increase in average
rankings in 3 months,
Generic terms from page 4 page 1
*avg. 62,000 search vol @brionygunson
31. HAPPY CLIENT AND A MUCH TIGHTER RELATIONSHIP
@brionygunson
VO: Much closer relationship with them, still drawing on these insights now
AND we really understand their business and we’ve become much more
important to them
32. 1. SEOs can do so much more: Site migrations present a great opportunity!
Aim to maintain traffic but we can also work towards future proofing the
site for content. Make your client visible AND valuable to users.
2. Beef up the research phase: Client, competitor and customer research
done as part of a migration provides great insight, which, coupled with
social listening, lays the foundations of a website content strategy.
3. Timing: Get involved at an early stage and allocate sufficient time for
research AS WELL as getting best practice SEO in place for the migration.
That said, the research can still be valuable even if the timing isn’t
perfect.
KEY TAKEAWAYS
@brionygunson
Deliver SEO and content strategy, have experience in FMCG, travel, automotive.
Just a recap of what Jo & Tim shared about what I was going to cover today.
IA = information architecture
So really the talk today is a tale of two halves – migrating a site & content strategy – now, a lot can potentially go awry with a site migration
http://farm4.static.flickr.com/3262/2684820457_a1797af6c7.jpg
http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
But really I want to highlight why it’s actually a great opportunity to investigate content strategy as part of the process, as there’s so much insight gleaned from the research done to ensure that a site migration goes well.
http://farm4.static.flickr.com/3262/2684820457_a1797af6c7.jpg
http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
But first a little audience participation!
Show of hands - who here as ever been involved in a site migration in some capacity? Ok great!
I should stress at this point that the focus of this preso is not to go into the details of how to conduct a site migration – that’s a whole other talk in itself!
But, we can cover a little bit – why would you migrate a site?
It could be about:
Updating technology
Visual design and layout
Overhauling content
Upgrade CMS
Change of vendor
Or all of the above!
Source: http://www.notprovided.eu/assets/migration-gone-wrong.png
I should add that this is not one of our clients!
Judging from the show of hands in the room, the majority here are pretty familiar but an SEO would typically look to ensure technical best practice is in place and use this as an opportunity to revamp on-page optimisation.
301 redirects from old to new site are in place
The new site can be crawled and indexed by search engines
Preventing duplicate content on the new site
Resolving 404s
Measuring and tracking traffic, rankings, index – meticulously measure pre & post migration
This is a agile board from a recent migration we were involved in – SEO tickets peppered throughout each sprint phase.
that are out of our hands (or hard to influence)
Client set up
Vendor relationships
Budget
Politics
Culture
HIPPOs
We want our clients to have the best possible product – so what about also looking to increase traffic, engagement, conversion?
http://www.vebidoo.de/erich+cermak
https://southcarolina1670.files.wordpress.com/2010/06/house-after.png?w=676
Unlocks an opportunity to think about the future and go for it!
So now we’re going to head into the content strategy half of the presentation.
http://farm4.static.flickr.com/3262/2684820457_a1797af6c7.jpg
http://abetteruserexperience.com/wp-content/uploads/2013/05/content-strategy-480x432.jpg
In this context, it’s very much about investigating what the website content strategy should be and basing this on consumer needs.
As part of a migration, you will (or certainly should) do quite a lot of research which you can break down into three key areas – client, competitors & customers.
First of all, it makes sense to ensure you fully understand the client – understanding what it is that they want to achieve with the redesign/overhaul, so you are clear on what you are migrating over and the stakes involved.
Get under their skin – understand their business, products, business & brand objectives.
There is a level of auditing at this phase, in assessing the value and purpose of existing content – it’s a chance to assess whether the current content is useful and valuable to users. What is the quality of the traffic like, based on these pieces? Could it be improved, from an engagement of conversion perspective?
Similar to clients, we would also look to see who is doing well in this space – who’s got an active social presence, who’s ranking well, what does their backlink profile look like (since this can reveal a lot about content strategy), idea of traffic estimates (whether they are relying heavily on paid, etc), recent campaigns that did well, as well as those that didn’t do well.
Similar to clients, we would also look to see who is doing well in this space And where they overlay – this is where we need to think about how we can differentiate our clients from their competitors, as well as think about where their strengths lie, and can we take any learnings from their activity – anything that might inspire us.
Not just in relation to your client – thinking about the vertical as a whole. Does it need a refresh – both the content and target terms? Are there other terms we could or should be focusing on?
Thinking about the crossover: Is the current content doing a good job at targeting those terms? How do we compare to competitors?
- where are they? Geographically and online
- what do they want?
- what do they needs?
- what do they think?
- How do they feel?
- are the satisfied?
How can we create content that can drive traffic but genuinely satisfied user needs?
Google have made it clear they are more focused on AI & machine learning than being a search engine – you only need to look at the number of research papers that they have published in this field (+400)
Way people search has changed – need other terms – think about intent and context.
There’s been a big move towards semantic search and following on from algorithm updates like Hummingbird, we are seeing features like Google Instant answers which look to target these long tail search queries, as well as provide more data on INTENT and CONTEXT behind user search queries. Featured snippet was driving roughly 20,000 clicks/week: http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
Intent, which comes from the user, explicitly states what he or she is looking for. And context could be understood as everything that surrounds a search and makes this go in either direction, i.e., what gives it meaning. Thus, by understanding and connecting intention and context, search engines are able to understand the different queries, both what motivates and what is expected of them.
Google Instant answers – answer box – Google is doing it, brands definitely should be doing it! Be visible and valuable, answer the questions that they have.
Check Bex’s email SEL case study on Google Instant answers – lost 390,000 visits
Increase in “how to” & “why” search terms –
Targeting people at the research phase, long tail,
Find google stat for what traffic Wikipedia lost..
Google have made it clear they are more focused on AI & machine learning than being a search engine – you only need to look at the number of research papers that they have published in this field (+400)
Way people search has changed – need other terms – think about intent and context.
There’s been a big move towards semantic search and following on from algorithm updates like Hummingbird, we are seeing features like Google Instant answers which look to target these long tail search queries, as well as provide more data on INTENT and CONTEXT behind user search queries. Featured snippet was driving roughly 20,000 clicks/week: http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
Intent, which comes from the user, explicitly states what he or she is looking for. And context could be understood as everything that surrounds a search and makes this go in either direction, i.e., what gives it meaning. Thus, by understanding and connecting intention and context, search engines are able to understand the different queries, both what motivates and what is expected of them.
Google Instant answers – answer box – Google is doing it, brands definitely should be doing it! Be visible and valuable, answer the questions that they have.
Check Bex’s email SEL case study on Google Instant answers – lost 390,000 visits
Increase in “how to” & “why” search terms –
Targeting people at the research phase, long tail,
Find google stat for what traffic Wikipedia lost..
http://www.shoutoutstudio.com/benefits-of-social-media-scheduling-and-social-listening/
We want to see what convos are happening on social around our clients, their products and their competitors and any relevant topics
So we want to add this additional layer into the site migration process when understanding clients, competitors & customers.
The scale and depth to which you want to go to is up to you!
– WHAT WE DID AND HOW WE DID IT
Social listening is the needs analysis section – what they are in need of
We put in keywords into radian6 to get back what people are talking about products or services. Go into an example of what we did for a client – use an example.
1. Put brand or product terms into SLT
2. Manual review of output for relevancy
3. Group relevant content by keyword themes
4. To refine it and have a deeper dive into what people are saying about these themes, enter them back into the tool
5. Manual review of output to glean long tail keywords/search queries
6. Look at search vol, where we rank, who ranks positions 1 – 3,
We take this insight & make a decision with the client about what we can use for the migration, depending on what stage of the migration we are at.
Benefits of the overlap in venn:
Client (what they are about) + customer (what they want) = do more of that! It’s working
Competitors + customers = identify what that is, so we can emulate and improve what they are doing.
Competitor + client = stand out – differentiate yourself from them.
Set up simple principles off the back of this
That’s what our landscape analysis is about: bringing together data and insight on our client, their customers and competitors.
In addition to helping inform the site migration work, this information can be also used as the building blocks for content strategy.
All three together can act as the building block for a website content strategy – CAN INPUT FINDINGS INTO THE SITE MIGRATION BUT CAN TAKE RESEARCH TO CLIENT AND START CONVOS ABOUT WIDER CONTENT STRATEGYMENTION LONG TAIL TERMS….. VISIBLE AND VALUABLE WHEN CUSTOMERS WANT US.
Big over simplification of a migration process!
Ideally, we want to be starting research 8-10 weeks before any decisions are made about defining site structure – the earlier you can be involved in the site migration process the better. In fact, as soon as you get wind that a site migration is even possibly on the cards, you should probably arrange a meeting with relevant stakeholders to get as much information as possible. If you get involved earlier on, you’re more likely to have insights from your research included –BUT! I know that’s in an ideal world. In fact, we’ve had situations where it’s not been possible to influence IA –but it can start conversations around whether you need content hubs. If you can’t influence ia, your research can start conversations around other opportunities
Although it depends on what work is being done in the interim. One client got us involved when they had already started rewriting all their website content and writing new pages on new topics, so we had to move quickly to see about what the information hierarchy should be based on priority of user intent.
VM timelines – 2 months for VT research, 2x 100% of the time.
8-10 weeks out from
8 – 10 weeks from the migration you want to have the website content strategy documents
It is flexible – you can adapt the approach and scale according to client, e.g – if you are brought in too late to influence IA (weighted by user needs), then you can still optimise the crap out of the site. Continue to draw on this research 6 – 9 months on, to inform content and campaigns
SUBSEQUENT SPRINTS THAT WE CAN INCLUDE THIS IN
Reduced the size of the site by 100% but maintained traffic levels
Source: http://www.notprovided.eu/assets/migration-gone-wrong.png
I should add that this is not one of our clients!
New site in August 2014 where we had completely new site with new content, CMS, design, layout, structure AND we reduced the size of the site by 50%. But we managed to maintain traffic levels post launch - we see a slight drop off in September but this is seasonality and then we start to see a gradual lift up until another release in February 2015. +70,000 visits compared to 2014 when there was a national campaign that same month – with TV, radio, OOH, paid spend – boosting search interest around the brand.
They launched a big campaign in may 2014 with a new current account (new product - and then we launched the new site in no other campaigns in this time.
*144% increase in average rankings of priority keywords in 3 months, moving from page 4 to page 1
Lead to conversations about a blog, or content hub, needed a natural place to host this content rather than the traditional content page. Created new areas on the site rather than
Level of insight allows us to have convos with senior stakeholders about creating these sections – showed there was a need & getting the build in as part of the migration, rather than selling it in at a later stage when it would need more resource.
Much closer relationship with them, still drawing on these insights now AND we really understand their business and we’ve become much more important to them
http://www.glogster.com/guitarhippie/my-totoro-glog-/g-6nara330cd8phdvv2vkvddh?old_view=True
All this research is pretty ace, although quite manual process and resource intensive but we are still using it now. we truly understand the site’s capabilities and limitations, so we know what it can work. Understand also the complexity of the client and their business by undertaking this research
The role of SEO has evolved and this showcases what we can deliver – identifying user needs.
Caveat : not saying this is a definitive list of inputs – it’s just what’s worked well for us and our clients – sure there are many more inputs that you could use to inform this research.
As a whole – for the whole preso:
Role of SEO has changed -
Importance of identify user needs - we incorporate social listening, why? Google is acting more like a human (machine learning and IA), so if can understand genuine user needs, then and incorporating that into website content strategy, we can be rewarded with more organic visibility AND have a better experiences for our customers.
Yes, it’s long, it’s manual but the research will last a long time. Have a razor sharp view of what you are you trying to achieve – it’s a website content strategy, that first informs the site migration – have a really clear understanding of what you want to achieve.