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October 2008
Serving Content
SEO & Content Strategy
Lynn Leitte, Michael Barnwell, Adam Whippy
October 2008
Content Strategy & Search Engine Optimization —
Overview
October 2008
Why SEO & Content Strategy?
Hand-in-glove SEO & Content Strategy drives your…
• conversion rate
• brand trust
• customer satisfaction
Content is your most powerful asset in the quest to reach
and engage your consumers.
An integrated search engine optimization and content
strategy can show you how to effectively use that
asset.
October 2008
Advantages
• Knowing how users search. Integrating Content Strategy and SEO will
ensure that site designers and content developers have up-to-date knowledge
about who is searching, how they are searching, and how they are “talking.”
• Reaching the right people. Search engine optimization will help you drive
qualified visitors, talking with them in a manner that resonates, and giving them
the content that fulfills their objective and keeps them coming back (or
converting).
• Optimizing with an agile strategy. Your SEO efforts will grasp the true value
of the content you’re providing. With your SEO and content aligned, you’ll be
able to make adjustments and enhancements to ensure your content remains
on target.
October 2008
Collaboration Process
October 2008
Content Strategy & SEO
The process for integrating Content Strategy and SEO
• Planning
• Designing
• Building
• Implementing
October 2008
PLAN (Discover)
What do we want to learn about the site?
• Who searches and/or consumes the site’s content
• Who is really coming to the site
• What are the consuming
• How important will search be to driving goals
• How are they searching (organic & internal)
• Channels/Keywords
• Other online behaviors
• Where are they entering the site (from organic search)
• How well does the site deliver on the organic search results e.g.,
dropped on the Home page, a Landing page, a Detail page.
• How well supported internal search & seek behavior is
• Analysis of the navigational that supports browsing & seeking
• Messaging elements
October 2008
PLAN (Discover)
Questions to the business?
• Who do you want to reach?
• Segments/verticals
• Existing customers and brand loyal
• Brand unaware
• Brand averse
• What content are you choosing to serve?
• Marketing copy
• Product specific
• Assistive and/or instructive content
• Support content
• Downloads, multi-media other interactive
October 2008
Task Integration Points — Discovery Phase
• Keyword
Research
• Competitive
Research
SEO
• Research
(primary &
secondary)
• Content,
Features, &
Functionality
• Messaging
Strategy
CS
• Experience Brief
(includes)
• Personae
• User Experience
Goals
• Business Goals
• UX Vision
• SEO Strategy Brief
• Content Strategy
Brief
End of
Discovery Phase
October 2008
Design
What we ask during design?
• What content is needed to recruit & satisfy your target audience?
• Position what you have (drivers into the site & within the site)
• Provide what they are looking for
• Describe what they are looking for
• Which words to use?
• Brand, tone, accuracy
• Balance words used by searchers with marketing language
• Where are the best places to apply user keywords?
• Page title
• Search appliance (synonyms, terms, misspellings)
• Navigation & labeling
• In-text copy
October 2008
Task Integration Points — Design Phase
• Creative &
Wireframe
Review
• Content
Creation
Guidelines
SEO
• Nomenclature &
Labeling
• Controlled
Vocabulary
• Navigation
• AVL
• Synonyms
• Metadata Strategy
• Content placement
on pages
CS
• Wireframes
• Metadata
documentation
• Nomenclature
documentation
End of Design
Phase
October 2008
Build (Develop)
What’s needed to execute the vision?
• Ensure that the content is optimized for search
• Headers/headlines
• Labels, links, body copy
• Page titles, alt tags, multi-media
• Identify technical considerations
• Content indexation issues
• Flash/JavaScript/Image use
• Duplicate content
• Integrate SEO review into content development process
• During or after copy deck generation
• Preview, pre-sign off by client
October 2008
Task Integration Points — Build Phase
• Content Creation
• Planning
• Creating
• Reuse scoping
• Context Matrix or
Copy Deck
• Metadata Schema
CS
• SEO Content
Optimization &
Review Process
• Technical
Guidelines
SEO
• Content Matrix
or Copy Deck
• Technical
considerations –
Best Practices
End of Build
Phase
October 2008
Maintenance & Optimization (Deploy)
What to ask after launch & during maintenance?
• Is the published content being indexed?
• Are the crawlers finding it?
• If not, where to tweak – links, content, technical implementation
• Are legacy pages being properly redirected?
• Does the visibility & traffic meet expectations?
• How is content performing?
• How well does it fulfill user & business goals?
• Does it keep the consumer engaged?
October 2008
Task Integration Points — Maintenance & Optimization Phase
• Redirect
Strategy
• On-going
Content
Optimization &
Reporting
SEO
• Process for content
production,
maintenance,
review,
enhancement
• Benchmarks for
content engaging
the user
CS
• Support
documentation
End of Design
Phase
October 2008
Task Descriptions
October 2008
Task Descriptions — Discovery
• Keyword Research
Identify relevant keywords expressed by searchers, prioritized and
semantically categorized
• Competitive Analysis
Establish organic search competitors, insight into strengths and
weaknesses of their content strategies
• Messaging Strategy
Determine how to express the personality of the brand, what specific
messages to deliver, and to whom those messages will be addressed.
• Content, Features, & Functionality
Determine what content, formats, and delivery modes will best serve
business objectives and user goals.
October 2008
Task Descriptions — Discovery
• Research (primary & secondary)
Gather information to inform the experience vision and execution, based on
stakeholder interviews, user research, and industry research
• Experience Brief
Unify all research and vision work to establish a governing direction and
executable plan to deliver on the strategic objectives of the project.
October 2008
Task Descriptions — Design
• Creative & Wireframe Review
Identify high level design issues that may affect or enhance organic
performance of available content
• Content Creation Guidelines
Conventions on how best to leverage content units structurally and methods
for automation
• Nomenclature & Labeling
Create and document the terms used in navigation, tools, and features
• Metadata
Create and document the data descriptors for individual content types, for
use by both internal and external systems (internal, organic, functionality)
October 2008
Task Descriptions — Design
• Content presented in pages
Determining what content will populate pages or areas and where it should
be displayed
• Design
Page details delivered through wireframes
October 2008
Task Descriptions — Build
• Technical Guidelines
Recommendations on technical aspects to ensure content may be optimally
indexed
• SEO Content Optimization & Review Process
Providing optimized HTML metadata and Content changes that incorporates
a balance of brand, messaging and keyword relevance
• Content Creation
Producing and/or accounting for content for site features, tools, etc.
October 2008
Task Descriptions — Build
• Context Matrix or Copy Deck
Documenting the content that will populate the site pages in the case of a
matrix, and for a copy deck writing the actual content
• Metadata Schema
A mapping of the structural elements of each type of content
October 2008
Task Descriptions — Implement
• Migration Strategy
Strategy for an effective migration of content to its implemented location
• On-going Content Optimization & Reporting
A review and analysis of the effectiveness of site content and
recommendations for enhancements/optimization
• Support documentation
A hand-off guide to client for maintaining content, includes publishing and
archiving schedule
October 2008
Client Engagement Types for
Content Strategy & SEO
October 2008
Engagement Types for CS & SEO
• Marketing & Advertising
Brand-immersive campaigns, Flash-based microsites (Mercedes AMG,
Nutritioniste)
CS effort: light
SEO effort: medium
• Direct/ Transactional
Heavy content/ functional sites that support the entire customer lifecycle,
might include ecommerce; RIA's (Maybelline, EMC, Merrill Lynch)
CS effort: heavy
SEO effort: heavy
• Enterprise Solutions
Sites requiring a log in, including employee intranets and partner extranets
(Ford Dealer Portal, Smith Barney FA Portal, EMC KnowledgeBase)
CS effort: heavy
SEO effort: medium
October 2008
Engagement Types for CS & SEO
• Content Development & Management
Sites aggregating large amounts of content, generally consumer-focused
(NY Times, ESPN, CNN, Conde Nast, Hulu)
CS effort: heavy
SEO effort: heavy
• User Assistance and Customer Support
Projects with a large component of Help content as well as pre- and post-
purchase customer support (Ford Sync, Panasonic Support Pursuit, TIAA-
CREF)
CS effort: heavy
SEO effort: medium
• Social Networking, Communities and User Generated
Projects with a large component of social networking and/or communities
and other forms of user generated content (Terra, Sheraton, Pangea Day)
CS effort: medium
SEO effort: medium
October 2008
Thank You

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Hand In Glove Content Strategy & SEO 10 2008 Final

  • 1. October 2008 Serving Content SEO & Content Strategy Lynn Leitte, Michael Barnwell, Adam Whippy
  • 2. October 2008 Content Strategy & Search Engine Optimization — Overview
  • 3. October 2008 Why SEO & Content Strategy? Hand-in-glove SEO & Content Strategy drives your… • conversion rate • brand trust • customer satisfaction Content is your most powerful asset in the quest to reach and engage your consumers. An integrated search engine optimization and content strategy can show you how to effectively use that asset.
  • 4. October 2008 Advantages • Knowing how users search. Integrating Content Strategy and SEO will ensure that site designers and content developers have up-to-date knowledge about who is searching, how they are searching, and how they are “talking.” • Reaching the right people. Search engine optimization will help you drive qualified visitors, talking with them in a manner that resonates, and giving them the content that fulfills their objective and keeps them coming back (or converting). • Optimizing with an agile strategy. Your SEO efforts will grasp the true value of the content you’re providing. With your SEO and content aligned, you’ll be able to make adjustments and enhancements to ensure your content remains on target.
  • 6. October 2008 Content Strategy & SEO The process for integrating Content Strategy and SEO • Planning • Designing • Building • Implementing
  • 7. October 2008 PLAN (Discover) What do we want to learn about the site? • Who searches and/or consumes the site’s content • Who is really coming to the site • What are the consuming • How important will search be to driving goals • How are they searching (organic & internal) • Channels/Keywords • Other online behaviors • Where are they entering the site (from organic search) • How well does the site deliver on the organic search results e.g., dropped on the Home page, a Landing page, a Detail page. • How well supported internal search & seek behavior is • Analysis of the navigational that supports browsing & seeking • Messaging elements
  • 8. October 2008 PLAN (Discover) Questions to the business? • Who do you want to reach? • Segments/verticals • Existing customers and brand loyal • Brand unaware • Brand averse • What content are you choosing to serve? • Marketing copy • Product specific • Assistive and/or instructive content • Support content • Downloads, multi-media other interactive
  • 9. October 2008 Task Integration Points — Discovery Phase • Keyword Research • Competitive Research SEO • Research (primary & secondary) • Content, Features, & Functionality • Messaging Strategy CS • Experience Brief (includes) • Personae • User Experience Goals • Business Goals • UX Vision • SEO Strategy Brief • Content Strategy Brief End of Discovery Phase
  • 10. October 2008 Design What we ask during design? • What content is needed to recruit & satisfy your target audience? • Position what you have (drivers into the site & within the site) • Provide what they are looking for • Describe what they are looking for • Which words to use? • Brand, tone, accuracy • Balance words used by searchers with marketing language • Where are the best places to apply user keywords? • Page title • Search appliance (synonyms, terms, misspellings) • Navigation & labeling • In-text copy
  • 11. October 2008 Task Integration Points — Design Phase • Creative & Wireframe Review • Content Creation Guidelines SEO • Nomenclature & Labeling • Controlled Vocabulary • Navigation • AVL • Synonyms • Metadata Strategy • Content placement on pages CS • Wireframes • Metadata documentation • Nomenclature documentation End of Design Phase
  • 12. October 2008 Build (Develop) What’s needed to execute the vision? • Ensure that the content is optimized for search • Headers/headlines • Labels, links, body copy • Page titles, alt tags, multi-media • Identify technical considerations • Content indexation issues • Flash/JavaScript/Image use • Duplicate content • Integrate SEO review into content development process • During or after copy deck generation • Preview, pre-sign off by client
  • 13. October 2008 Task Integration Points — Build Phase • Content Creation • Planning • Creating • Reuse scoping • Context Matrix or Copy Deck • Metadata Schema CS • SEO Content Optimization & Review Process • Technical Guidelines SEO • Content Matrix or Copy Deck • Technical considerations – Best Practices End of Build Phase
  • 14. October 2008 Maintenance & Optimization (Deploy) What to ask after launch & during maintenance? • Is the published content being indexed? • Are the crawlers finding it? • If not, where to tweak – links, content, technical implementation • Are legacy pages being properly redirected? • Does the visibility & traffic meet expectations? • How is content performing? • How well does it fulfill user & business goals? • Does it keep the consumer engaged?
  • 15. October 2008 Task Integration Points — Maintenance & Optimization Phase • Redirect Strategy • On-going Content Optimization & Reporting SEO • Process for content production, maintenance, review, enhancement • Benchmarks for content engaging the user CS • Support documentation End of Design Phase
  • 17. October 2008 Task Descriptions — Discovery • Keyword Research Identify relevant keywords expressed by searchers, prioritized and semantically categorized • Competitive Analysis Establish organic search competitors, insight into strengths and weaknesses of their content strategies • Messaging Strategy Determine how to express the personality of the brand, what specific messages to deliver, and to whom those messages will be addressed. • Content, Features, & Functionality Determine what content, formats, and delivery modes will best serve business objectives and user goals.
  • 18. October 2008 Task Descriptions — Discovery • Research (primary & secondary) Gather information to inform the experience vision and execution, based on stakeholder interviews, user research, and industry research • Experience Brief Unify all research and vision work to establish a governing direction and executable plan to deliver on the strategic objectives of the project.
  • 19. October 2008 Task Descriptions — Design • Creative & Wireframe Review Identify high level design issues that may affect or enhance organic performance of available content • Content Creation Guidelines Conventions on how best to leverage content units structurally and methods for automation • Nomenclature & Labeling Create and document the terms used in navigation, tools, and features • Metadata Create and document the data descriptors for individual content types, for use by both internal and external systems (internal, organic, functionality)
  • 20. October 2008 Task Descriptions — Design • Content presented in pages Determining what content will populate pages or areas and where it should be displayed • Design Page details delivered through wireframes
  • 21. October 2008 Task Descriptions — Build • Technical Guidelines Recommendations on technical aspects to ensure content may be optimally indexed • SEO Content Optimization & Review Process Providing optimized HTML metadata and Content changes that incorporates a balance of brand, messaging and keyword relevance • Content Creation Producing and/or accounting for content for site features, tools, etc.
  • 22. October 2008 Task Descriptions — Build • Context Matrix or Copy Deck Documenting the content that will populate the site pages in the case of a matrix, and for a copy deck writing the actual content • Metadata Schema A mapping of the structural elements of each type of content
  • 23. October 2008 Task Descriptions — Implement • Migration Strategy Strategy for an effective migration of content to its implemented location • On-going Content Optimization & Reporting A review and analysis of the effectiveness of site content and recommendations for enhancements/optimization • Support documentation A hand-off guide to client for maintaining content, includes publishing and archiving schedule
  • 24. October 2008 Client Engagement Types for Content Strategy & SEO
  • 25. October 2008 Engagement Types for CS & SEO • Marketing & Advertising Brand-immersive campaigns, Flash-based microsites (Mercedes AMG, Nutritioniste) CS effort: light SEO effort: medium • Direct/ Transactional Heavy content/ functional sites that support the entire customer lifecycle, might include ecommerce; RIA's (Maybelline, EMC, Merrill Lynch) CS effort: heavy SEO effort: heavy • Enterprise Solutions Sites requiring a log in, including employee intranets and partner extranets (Ford Dealer Portal, Smith Barney FA Portal, EMC KnowledgeBase) CS effort: heavy SEO effort: medium
  • 26. October 2008 Engagement Types for CS & SEO • Content Development & Management Sites aggregating large amounts of content, generally consumer-focused (NY Times, ESPN, CNN, Conde Nast, Hulu) CS effort: heavy SEO effort: heavy • User Assistance and Customer Support Projects with a large component of Help content as well as pre- and post- purchase customer support (Ford Sync, Panasonic Support Pursuit, TIAA- CREF) CS effort: heavy SEO effort: medium • Social Networking, Communities and User Generated Projects with a large component of social networking and/or communities and other forms of user generated content (Terra, Sheraton, Pangea Day) CS effort: medium SEO effort: medium