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How to Build SEO into Content Strategy
 

How to Build SEO into Content Strategy

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Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job. ...

Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job.

It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end.

But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward.

I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself.

Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together.

Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa.

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

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http://blog.hubspot.com 142204
http://www.contentharmony.com 15195
http://www.seomoz.org 14017
https://econsultancy.com 5025
http://www.vaninadelobelle.com 2317
http://www.jonathoncolman.org 1923
http://www.linkedin.com 1016
http://www.controlstyle.ru 871
http://moz.com 790
http://www.scoop.it 722
http://cloud.feedly.com 572
http://websem.pl 507
http://feeds.feedburner.com 479
http://www.portent.com 389
http://dev.cluetrainpr.de 378
http://www.innovationexcellence.com 284
http://www.contentiskoning.nl 176
http://lonewolflibrarian.wordpress.com 148
http://feedly.com 142
https://twitter.com 132
http://davaidavai.com 128
http://translate.googleusercontent.com 126
http://www.conseilsmarketing.com 110
http://www.racunalo.com 98
http://thx4playing.blogspot.com 81
http://consider.pl 68
http://www.infobiz.cc 59
http://apps.synaptive.net 56
http://sparkdev.beancreative.com 53
http://www.contentmarketinglabs.com 47
http://webcache.googleusercontent.com 47
https://www.google.com 46
http://www.newsblur.com 41
http://www.google.com 38
http://durantbackpack.com 36
http://digg.com 36
http://b.cmii.ru 29
http://newsblur.com 27
http://future.cogoweb.com 25
http://googleping.com 23
http://feedreader.com 23
http://lanyrd.com 23
http://cmii.squarespace.com 22
https://cmii.squarespace.com 22
http://plus.url.google.com 20
http://szinte.wordpress.com 20
http://flavors.me 19
http://www.twylah.com 18
http://www.feedspot.com 18
http://new.portent.com 14
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    How to Build SEO into Content Strategy How to Build SEO into Content Strategy Presentation Transcript

    • HOW TO BUILD SEO INTO CONTENT STRATEGYImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW . REI . COM TWITTER @ JCOLMANImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • CAN HUMANS LIVE WITH…Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • ROBOTS?!Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • 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 - http://www.REI.com/
    • AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP.Logo copyright © REI - 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 - http://www.REI.com/
    • AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE.Logo copyright © REI - http://www.REI.com/
    • SO I HAVE A LITTLE CONFESSION TO MAKE TODAY…Logo copyright © REI - http://www.REI.com/
    • I DON’T KNOWANYTHING ABOUT CONTENT STRATEGY.
    • DON’T TWEET THAT!MY BOSS MIGHT FIND OUT.
    • OK, OK… I MIGHT BEEXAGGERATING A LITTLE BIT.
    • AFTER ALL,I DID READTHIS BOOK.
    • MY BACKGROUND ANDEXPERIENCE IS INSEOImage copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • YEAH. I’M ONE OFTHESE GUYS.Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • YEAH. I’M ONE OFTHESE GUYS.A NERD.Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
    • BOTTOM LINE:BAD SEO IS ADISASTER.
    • GOOD SEO ISVERY HELPFUL.
    • SO LET’S BUILD A BRIDGE: BETWEEN CONTENT STRATEGY OVER HERE …AND SEO OVER HEREImage copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
    • 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. SO WE’LL START BY EXPOSING A FEW OLD MYTHSImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
    • MYTH #1:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
    • REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.
    • REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.IN LATE 2007, WE BEGAN INVESTINGIN SEO. WE’LL FIND OUT THE RESULTSIN ABOUT 19 SLIDES FROM NOW…
    • MYTH #2: YOU HAVE TO SPAM TO RANKImage 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 THISImage copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
    • RANK MUSTBE EARNED.
    • RANK MUSTBE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
    • AS WELL ASCLICK-THROUGH.
    • “RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30%AS WELL ASCLICK-THROUGH.
    • NOT TO MENTIONCONVERSION.
    • HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”NOT TO MENTIONCONVERSION.
    • HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTSNOT TO MENTIONCONVERSION.
    • MYTH #3:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
    • 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
    • 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
    • FOR EXAMPLE, WEUSED SEO TOSUPPORT WEBPERFORMANCEENHANCEMENTS
    • MYTH #4:SEO IS FORROBOTS, NOTPEOPLEImage 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…Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
    • 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.Image copyright © Jonathon Colman
    • WE USE THEM TO FIND THE THINGS THAT WE NEEDImage copyright © Jonathon Colman
    • DESIGN FOR REALPEOPLE, ACCOUNTFOR THE ROBOTSImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
    • MYTH #5: SEO IS JUST ABOUT TEXTImage copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
    • REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
    • KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
    • 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/
    • CLICK HERE TO WATCH THIS VIDEOKEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
    • SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
    • MYTH #6: SEO IS JUST ABOUT LINKSImage copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
    • REALITY:GOOD LINKS AREIMPORTANT, BUTGOOD EXPERIENCESARE ESSENTIAL.
    • NEED TO BUILDLINKS? START BYBUILDING OUTGREAT CONTENT.
    • MYTH #7:YOU HAVETO BUYLINKSImage copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
    • REALITY:THIS IS, FINALLY,NO LONGER TRUE.
    • GOOGLE’S PENGUIN UPDATES PENALIZE PAID LINKSImage copyright © unknown - http://www.gifbin.com/981126
    • …BUT IT DOESN’THELP THAT LINKSELLERS ARE STILLIN THE INDEX.
    • MYTH #8: SEO IS DEADImage copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
    • REALITY:YOU CAN BELIEVEWHAT YOU LIKE…
    • REALITY:YOU CAN BELIEVEWHAT YOU LIKE…BUT I’LL BELIEVETHE DATA.
    • REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.LOOKS LIKE THAT EARLYINVESTMENT 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 STRATEGYImage 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
    • 8 WAYS TO BUILDSEO INTO YOURDAILY CONTENTSTRATEGY WORKImage copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
    • 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 CONTENTImage copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
    • 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 DATAImage copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
    • 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 DIFFERENTIATORSImage copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
    • 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 SITEMAPImage copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
    • 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 CONTEXTImage copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
    • 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 DISCIPLINESImage copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
    • 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 KEYWORDSImage copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
    • EDITORIAL CALENDAR • GIVE SEO LOTS OF LEAD TIME • INCENTIVIZE PARTNERSHIPS BETWEEN SEO AND SOCIAL MEDIA IN CONTENT CAMPAIGNS • INCLUDE TOUCHPOINTS FOR MEASUREMENT AND REPORTINGImage copyright © DonnaGrayson - http://www.flickr.com/photos/donnagrayson/94131371
    • NOW I KNOW WHAT YOU’RE THINKING…Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
    • “ WHAT’S IN IT FOR ME?”
    • CORE VALUESMATTER. WHATARE YOURS?Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
    • YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTHImage copyright © ndot – http://www.flickr.com/photos/ndot/320119213
    • YOU CAN IMPROVE DISCOVERABILITY, FINDABILITY, AND USABILITY FOR YOUR CUSTOMERSImage copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
    • YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORKImage copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
    • YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTS…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?Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
    • ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN SEO.Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
    • HERE’S THE BESTPLACE TO STARTSEOMOZ.ORG/BEGINNERS-GUIDE-TO-SEOImage copyright © SEOmoz
    • WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH TOGETHER?LET’S FINDOUT…
    • WE MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF “EXPERT ADVICE”ARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI
    • WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE
    • WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULDBE PART OF EVERY CONTENTSTRATEGY – AND YOU SHOULDBE FLUENT IN THE ANALYTICS
    • WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSS OURENTIRE PRODUCT CATALOG,DRIVING TRAFFIC RIGHT WHEREWE WANT IT: OUR PRODUCTS!
    • WE CONSTANTLYPROVE THE VALUEOF STRUCTUREDPRODUCT INFO.ADHERENCE TO GOVERNED SEOSTANDARDS IS PART OF THE WAYOUR IN-HOUSE TEAM IS EVALUATED
    • WE HELP BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT
    • WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE
    • WE AMAZED AND DELIGHTED OUR CUSTOMERS PRO-TIP: SO CAN YOU!Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
    • CONCLUSION AND FINAL THOUGHTS
    • CORE VALUES MATTER.
    • CORE VALUES MATTER.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 BUILDA BRIDGE TO THECONTENT STRATEGYCOMMUNITYImage copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
    • BRIDGES BRING PEOPLE TOGETHER, HELPING US TO SHARE AND LEARNImage copyright © Gane - http://www.flickr.com/photos/gane/5229616694
    • BRIDGES BREAKDOWN OUR MYTHSABOUT THEUNKNOWNImage copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
    • AND BRIDGESMEAN BUSINESS.A LOT OFBUSINESS.Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
    • FINALLY, BRIDGES HELP US START CONVERSATIONS.Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
    • FINALLY, BRIDGES HELP US START CONVERSATIONS. LET’S TALK.Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
    • JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLET’STALK.