real_world_winning_tactics_for_content-ted_ulle.ppt

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real_world_winning_tactics_for_content-ted_ulle.ppt

  1. 1. Content Creation Winning Tactics for the Real World Presented by: Ted Ulle (tedster) Administrator – WebmasterWorld Senior Search Analyst – Converseon Senior Editor – Search Engine Marketing Journal
  2. 2. Don’t build a
  3. 3. Business Process & Workflow Must Support SEO
  4. 4. Training for SEO <ul><li>Locate & educate everyone in the workflow </li></ul><ul><li>Dedicated analytics for each person </li></ul><ul><li>Hold regular team meetings </li></ul>
  5. 5. <ul><li>Great Identification of Players </li></ul><ul><ul><li>IT Dept, Marketing, Web Design, Writers, Analytics </li></ul></ul><ul><li>Strong Education Kick-Off </li></ul><ul><ul><li>High Enthusiasm and Collaboration </li></ul></ul><ul><li>Half of Team Reassigned 4 Weeks Later! </li></ul>War Story #1 Management MUST Buy In (Major Enterprise - Silicon Valley)
  6. 6. <ul><li>Marketing strategy </li></ul><ul><ul><li>1. Content – concept level </li></ul></ul><ul><li>Back end decisions </li></ul><ul><ul><li>Server, CMS, Analytics </li></ul></ul><ul><li>Keyword Research </li></ul><ul><li>Information Architecture & Menus </li></ul><ul><ul><li>2. Content – develop full copy </li></ul></ul><ul><li>Graphic Design – Templates </li></ul><ul><ul><li>3. Content – ‘web edit’ in a browser </li></ul></ul>Business Goal is #1 – ALWAYS! Document Each Decision
  7. 7. <ul><li>Product is aimed at doctors </li></ul><ul><ul><li>Search term is used by the layman (B2C not B2B) </li></ul></ul><ul><li>Gained #1 and #2 rankings </li></ul><ul><ul><li>150 pages of content & sales decreased! </li></ul></ul><ul><li>Happy ending </li></ul><ul><ul><li>Marketing re-thinks entire strategy, from start-up to market leader </li></ul></ul>War Story #2 Beware of Chasing Trophy Keywords (niche market – “homeopathy software” )
  8. 8. I nformation <ul><li>Resources: </li></ul><ul><ul><li>Information Architecture for the Small Site webmasterworld.com/forum21/7649.htm </li></ul></ul><ul><li>2. O’Reilly </li></ul><ul><li>Information Architecture for the World Wide Web – 3 rd Ed </li></ul><ul><li>Designing Large-Scale Web Sites </li></ul>A rchitecture BEFORE menu decisions – the right buckets for your content – article article K n o w l e d g e access
  9. 9. Final Web Edit <ul><li>Content Interacts with Layout </li></ul><ul><li>CSS is web typesetting </li></ul><ul><ul><li>you can KILL good content with bad layout </li></ul></ul><ul><ul><li>or boost weak content with good layout </li></ul></ul><ul><ul><li>study print typography – centuries of learning </li></ul></ul>Resource: Elements of Typographic Style by Robert Bringhurst
  10. 10. SIMPLE and SEAMLESS <ul><li>- for the End User </li></ul>Make Simplicity your Discipline - for Maintenance - for Search Engines
  11. 11. Where Do “Seams” Come From?
  12. 12. Someone is Showing Off!
  13. 13. Showing Off ... <ul><li>Graphic Design </li></ul><ul><li>Fancy Programming “Features” </li></ul><ul><li>IT Folks Writing Content !!! </li></ul><ul><ul><li>Search Results </li></ul></ul><ul><ul><li>Error messages </li></ul></ul><ul><ul><li>Auto-responders </li></ul></ul><ul><ul><li>A big part of the user experience </li></ul></ul>Works Against Your Business Purpose Typical Culprits
  14. 14. Code Geeks Should Not Write Content - EVER ! <ul><li>Yahoo Directory: </li></ul><ul><li>“ Invalid Payment Instrument Data” </li></ul><ul><li>Database driven “Menu” click </li></ul><ul><li>“ Search produced no results” </li></ul>War Stories #3 & #4
  15. 15. Despite All Your Planning… Things WILL Go Wrong <ul><li>Data Queries are Slow </li></ul><ul><li>Content Breaks the Template </li></ul><ul><li>SEO Mangles the Message </li></ul><ul><li>CMS Mangles Everything </li></ul>
  16. 16. Thou Shalt Not Kludge !!! <ul><li>Better Late </li></ul><ul><li>Than Lousy ! </li></ul><ul><li>Expect to Make Trade Offs </li></ul><ul><li>Keep All the Priorities Straight </li></ul>WHEN IT’S TIME FOR A FIX… HOW???
  17. 17. <ul><li>Marketing strategy </li></ul><ul><ul><li>1. Content – concept level </li></ul></ul><ul><li>Back end decisions </li></ul><ul><ul><li>server, cms, analytics </li></ul></ul><ul><li>Keyword Research </li></ul><ul><li>Information Architecture </li></ul><ul><ul><li>2. Content – develop full copy </li></ul></ul><ul><li>Graphic Design </li></ul><ul><ul><li>3. Content – ‘web edit’ in a browser </li></ul></ul>Business Goal is #1 – ALWAYS! Document Each Decision
  18. 18. Don’t build a

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