HOW TO BUILD                                                            SEO              INTO CONTENT                     ...
JONATHON COLMAN                                                                             PRINCIPAL EXPERIENCE          ...
CAN HUMANS                                                                             LIVE WITH…Image copyright © bre pet...
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                                        ...
AT REI WE INSPIRE,                                             EDUCATE, AND OUTFIT                                        ...
AT REI WE INSPIRE,                                             EDUCATE, AND OUTFIT                                        ...
AT REI WE VALUE                                             AUTHENTICITY,                                             TRAN...
SO I HAVE A LITTLE                                             CONFESSION TO                                             M...
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                                                         ...
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     ...
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 ...
MYTH #2:        YOU HAVE        TO SPAM        TO RANKImage copyright © alsis35 - http://www.flickr.com/photos/alsis35/732...
REALITY:                                                                                            ENGAGING CONTENT      ...
SPAM CAN’T                                                                                                                ...
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 TE...
MYTH #3:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
REALITY:                                                                                              THESE ALL WORK      ...
YOU CAN EVEN USE                                                                                              SEO METRICS ...
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          ...
BUT HUMANS                                                                 DESIGN ROBOTS…Image copyright © unknown - http:...
BUT HUMANS                                                                 DESIGN ROBOTS…                                 ...
ROBOTS ACT AS                                    OUR PERSONAL                                    WAYFINDING               ...
WE USE THEM TO                                    FIND THE THINGS                                    THAT WE NEEDImage cop...
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/ph...
REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
WRITE AND DESIGN                                                                                               FROM YOUR  ...
CLICK HERE TO              WATCH THIS VIDEOKEYWORD RESEARCH CAN’T DO THIS.         Video copyright © Dollar Shave Club - h...
SEARCH ENGINES                                                                        REWARD YOU FOR                      ...
MYTH #6:            SEO IS            JUST            ABOUT            LINKSImage copyright © ravages - http://www.flickr....
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                               ...
…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 D...
STOP    BELIEVING THE    MYTHS.Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
SEO WORKS BEST                                                                                     WHEN IT’S BUILT        ...
SEO WORKS BEST                                                                                       WHEN IT’S BUILT      ...
8 WAYS TO BUILDSEO INTO YOURDAILY CONTENTSTRATEGY WORKImage copyright © 60 in 3 - http://www.flickr.com/photos/60in3/23348...
STAKEHOLDER                                                                                        INTERVIEWS             ...
CONTENT AUDIT                                                                            • DO NOT INCLUDE RANK;           ...
PAGE TABLES                                                                                       • INCLUDE FINDING/ENTRY ...
TEMPLATES                                                                                • INCLUDE VARIABLES FOR          ...
METADATA                                                                                    • MOVE BEYOND <META>          ...
THE CONTENT                                                                                                       LIFECYCL...
GOVERNANCE                                                                                      • DOCUMENT YOUR SEO       ...
EDITORIAL                                                                                      CALENDAR                   ...
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                           ...
YOU CAN IMPROVE                                                                                    DISCOVERABILITY,       ...
YOU CAN USE SEO                                                                            TO GET MORE                    ...
YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTS…Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/234846...
…AND USE THAT DATA      TO SHARE YOUR STORY.Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
ARE YOU LOOKING                                                                                 FOR WORK? WANT            ...
ARE YOU LOOKING                                                                                 FOR WORK? WANT            ...
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 ...
WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIO...
WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULDBE PART OF EVERY CONTENTSTRATEGY – AND YOU SHOULDBE FLUENT...
WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSS OURENTIRE PRODUCT CATALOG,DRIVING TRAFFIC RIGHT...
WE CONSTANTLYPROVE THE VALUEOF STRUCTUREDPRODUCT INFO.ADHERENCE TO GOVERNED SEOSTANDARDS IS PART OF THE WAYOUR IN-HOUSE TE...
WE HELP BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPL...
WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SER...
WE AMAZED AND     DELIGHTED OUR     CUSTOMERS     PRO-TIP: SO CAN YOU!Image copyright © Sean Dreilinger – www.flickr.com/p...
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 copyrigh...
WE WANT TO BUILDA BRIDGE TO THECONTENT STRATEGYCOMMUNITYImage copyright © State Library of South Australia - http://www.fl...
BRIDGES BRING                                                                        PEOPLE TOGETHER,                     ...
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...
JONATHON COLMAN        PRINCIPAL EXPERIENCE        ARCHITECT FOR REI        WWW.REI.COM        TWITTER @ JCOLMANLET’STALK.
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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.

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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How to Build SEO into Content Strategy

  1. 1. HOW TO BUILD SEO INTO CONTENT STRATEGYImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  2. 2. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW . REI . COM TWITTER @ JCOLMANImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  3. 3. CAN HUMANS LIVE WITH…Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  4. 4. ROBOTS?!Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  5. 5. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  6. 6. Logo copyright © REI - http://www.REI.com/
  7. 7. CORE VALUES MATTER.Logo copyright © REI - http://www.REI.com/
  8. 8. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP.Logo copyright © REI - http://www.REI.com/
  9. 9. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP.Logo copyright © REI - http://www.REI.com/
  10. 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. 11. AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE.Logo copyright © REI - http://www.REI.com/
  12. 12. SO I HAVE A LITTLE CONFESSION TO MAKE TODAY…Logo copyright © REI - http://www.REI.com/
  13. 13. I DON’T KNOWANYTHING ABOUT CONTENT STRATEGY.
  14. 14. DON’T TWEET THAT!MY BOSS MIGHT FIND OUT.
  15. 15. OK, OK… I MIGHT BEEXAGGERATING A LITTLE BIT.
  16. 16. AFTER ALL,I DID READTHIS BOOK.
  17. 17. MY BACKGROUND ANDEXPERIENCE IS INSEOImage copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
  18. 18. YEAH. I’M ONE OFTHESE GUYS.Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
  19. 19. YEAH. I’M ONE OFTHESE GUYS.A NERD.Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
  20. 20. BOTTOM LINE:BAD SEO IS ADISASTER.
  21. 21. GOOD SEO ISVERY HELPFUL.
  22. 22. 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
  23. 23. WHY?SEOs NEED YOUR HELP.SO DO THEIR CUSTOMERS.SO DO THE SEARCH ENGINES.
  24. 24. WHY?YOU NEED HELP FROM SEOs, TOO ** YOU JUST DON’T KNOW IT YET!
  25. 25. CORE VALUES MATTER. SO WE’LL START BY EXPOSING A FEW OLD MYTHSImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  26. 26. MYTH #1:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  27. 27. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.
  28. 28. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.IN LATE 2007, WE BEGAN INVESTINGIN SEO. WE’LL FIND OUT THE RESULTSIN ABOUT 19 SLIDES FROM NOW…
  29. 29. MYTH #2: YOU HAVE TO SPAM TO RANKImage copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  30. 30. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE.Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  31. 31. SPAM CAN’T DO THISImage copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  32. 32. RANK MUSTBE EARNED.
  33. 33. RANK MUSTBE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  34. 34. AS WELL ASCLICK-THROUGH.
  35. 35. “RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30%AS WELL ASCLICK-THROUGH.
  36. 36. NOT TO MENTIONCONVERSION.
  37. 37. HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”NOT TO MENTIONCONVERSION.
  38. 38. HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTSNOT TO MENTIONCONVERSION.
  39. 39. MYTH #3:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
  40. 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. 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. 42. FOR EXAMPLE, WEUSED SEO TOSUPPORT WEBPERFORMANCEENHANCEMENTS
  43. 43. MYTH #4:SEO IS FORROBOTS, NOTPEOPLEImage copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  44. 44. 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
  45. 45. BUT HUMANS DESIGN ROBOTS…Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  46. 46. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM.Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  47. 47. ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS.Image copyright © Jonathon Colman
  48. 48. WE USE THEM TO FIND THE THINGS THAT WE NEEDImage copyright © Jonathon Colman
  49. 49. DESIGN FOR REALPEOPLE, ACCOUNTFOR THE ROBOTSImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  50. 50. MYTH #5: SEO IS JUST ABOUT TEXTImage copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  51. 51. REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
  52. 52. KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
  53. 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. 54. CLICK HERE TO WATCH THIS VIDEOKEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  55. 55. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  56. 56. MYTH #6: SEO IS JUST ABOUT LINKSImage copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
  57. 57. REALITY:GOOD LINKS AREIMPORTANT, BUTGOOD EXPERIENCESARE ESSENTIAL.
  58. 58. NEED TO BUILDLINKS? START BYBUILDING OUTGREAT CONTENT.
  59. 59. MYTH #7:YOU HAVETO BUYLINKSImage copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  60. 60. REALITY:THIS IS, FINALLY,NO LONGER TRUE.
  61. 61. GOOGLE’S PENGUIN UPDATES PENALIZE PAID LINKSImage copyright © unknown - http://www.gifbin.com/981126
  62. 62. …BUT IT DOESN’THELP THAT LINKSELLERS ARE STILLIN THE INDEX.
  63. 63. MYTH #8: SEO IS DEADImage copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
  64. 64. REALITY:YOU CAN BELIEVEWHAT YOU LIKE…
  65. 65. REALITY:YOU CAN BELIEVEWHAT YOU LIKE…BUT I’LL BELIEVETHE DATA.
  66. 66. REALITY: YOU CAN BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.LOOKS LIKE THAT EARLYINVESTMENT PAID OFF!
  67. 67. STOP BELIEVING THE MYTHS.Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  68. 68. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGYImage copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  69. 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. 70. 8 WAYS TO BUILDSEO INTO YOURDAILY CONTENTSTRATEGY WORKImage copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
  71. 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 CONTENTImage copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
  72. 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 DATAImage copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  73. 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 DIFFERENTIATORSImage copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
  74. 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 SITEMAPImage copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
  75. 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 CONTEXTImage copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  76. 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 DISCIPLINESImage copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
  77. 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 KEYWORDSImage copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
  78. 78. 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
  79. 79. NOW I KNOW WHAT YOU’RE THINKING…Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  80. 80. “ WHAT’S IN IT FOR ME?”
  81. 81. CORE VALUESMATTER. WHATARE YOURS?Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  82. 82. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTHImage copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  83. 83. YOU CAN IMPROVE DISCOVERABILITY, FINDABILITY, AND USABILITY FOR YOUR CUSTOMERSImage copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
  84. 84. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORKImage copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  85. 85. YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTS…Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  86. 86. …AND USE THAT DATA TO SHARE YOUR STORY.Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  87. 87. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE?Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
  88. 88. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN SEO.Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
  89. 89. HERE’S THE BESTPLACE TO STARTSEOMOZ.ORG/BEGINNERS-GUIDE-TO-SEOImage copyright © SEOmoz
  90. 90. WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH TOGETHER?LET’S FINDOUT…
  91. 91. WE MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF “EXPERT ADVICE”ARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI
  92. 92. WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE
  93. 93. WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULDBE PART OF EVERY CONTENTSTRATEGY – AND YOU SHOULDBE FLUENT IN THE ANALYTICS
  94. 94. WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSS OURENTIRE PRODUCT CATALOG,DRIVING TRAFFIC RIGHT WHEREWE WANT IT: OUR PRODUCTS!
  95. 95. WE CONSTANTLYPROVE THE VALUEOF STRUCTUREDPRODUCT INFO.ADHERENCE TO GOVERNED SEOSTANDARDS IS PART OF THE WAYOUR IN-HOUSE TEAM IS EVALUATED
  96. 96. WE HELP BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT
  97. 97. WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE
  98. 98. WE AMAZED AND DELIGHTED OUR CUSTOMERS PRO-TIP: SO CAN YOU!Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
  99. 99. CONCLUSION AND FINAL THOUGHTS
  100. 100. CORE VALUES MATTER.
  101. 101. CORE VALUES MATTER.I’M AN SEO WHO VALUES CONTENT STRATEGY
  102. 102. BUT I’M NOT THE ONLY ONE.Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  103. 103. WE WANT TO BUILDA BRIDGE TO THECONTENT STRATEGYCOMMUNITYImage copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
  104. 104. BRIDGES BRING PEOPLE TOGETHER, HELPING US TO SHARE AND LEARNImage copyright © Gane - http://www.flickr.com/photos/gane/5229616694
  105. 105. BRIDGES BREAKDOWN OUR MYTHSABOUT THEUNKNOWNImage copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
  106. 106. AND BRIDGESMEAN BUSINESS.A LOT OFBUSINESS.Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
  107. 107. FINALLY, BRIDGES HELP US START CONVERSATIONS.Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
  108. 108. FINALLY, BRIDGES HELP US START CONVERSATIONS. LET’S TALK.Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
  109. 109. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLET’STALK.
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