Using an example from PBS, this presentation outlines why organizations need to change how they think about search engine optimization and how it has to be integrated throughout the entire digital strategy. #DEast12 #ISum12
11. SEO+
• Usability/UX
• Information Architecture
• Analytics
• Conversion Optimization
• Business Strategy
• Social Media
• Coding and Technology
• And more…
13. Build a Virtual SEO Team
Conversion
Specialist
Content
Copywriter
Marketer
CSS coder CS rep
UX
Web analyst PR/Publicist
specialist
Social
media Web editor
producer
Project
Manager
Web
developer
16. SEO+Technology
Integrate SEO into requirements gathering phase.
Spiderability/Accessibility issues
Duplicate Content issues
Extensibility
• Rel=author
• Rel=canonical
• Micro formats
• Open Graph tagging
17. SEO+UX Design
Review wireframes before they go to
code.
• Headings/labels
• Tagging
• Content assumptions
• Links and anchor text
Fix internal user workflow issues.
19. SEO+Content Strategy
Ensure your content efforts
align with your overall
business goals.
Spend less time managing
“useless” content to free up
time and resources for
more effective marketing.