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STOP THE      PAINImage copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
ENTERPRISE    SEO &     CONTENT    STRATEGYImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
WORKING    TOGETHER     TO STOP THE    PAINImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
JONATHON    COLMAN    PRINCIPAL EXPERIENCE ARCHITECT    WWW.REI.COM    TWITTER @JCOLMANImage copyright © nadi0 - http://ww...
Logo copyright © REI - http://www.REI.com/
CORE VALUES                                             MATTERLogo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,                                                   EDUCATE, AND OUTFIT                                  ...
AT REI WE INSPIRE,                                                   EDUCATE, AND OUTFIT                                  ...
AT REI WE VALUE                                                   AUTHENTICITY,                                           ...
SO LET ME BE CLEAR                                             ABOUT MY INTENTIONS                                        ...
I’M NOT HERE TO TURN YOU INTOImage copyright © macQ - http://www.flickr.com/photos/macq/4628281600                        ...
I’M HERE TO STOP THE      PAINImage copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
THE                                                                                          PAIN                         ...
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                                                                               MATTERImage copyright © jaredflo...
SO WE’LL START BY                                                                               EXPOSING A FEW OLD        ...
MYTH: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.WE BEGAN INVESTING INSEO WAY BACK IN 2007.
MYTH:           YOU HAVE           TO SPAM           TO RANKImage copyright © alsis35 - http://www.flickr.com/photos/alsis...
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” IN   SEARCH CAN INCREASE   CLICK-THROUGH BY 30%AS WELL ASCLICK-THROUGH.
NOT TO MENTIONCONVERSION.
THE STRUCTURED  CONTENT DRIVING  OUR “RICH SNIPPETS”  ORIGNAL, BRAND-DRIVEN  PRODUCT INFORMATION  WRITTEN BY OUR TEAM  OF ...
MYTH:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
REALITY:                                                                                                     THESE CHANNEL...
YOU CAN EVEN USE                                                                                                     SEO M...
WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
MYTH:SEO IS FORROBOTS, NOTPEOPLEImage copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
REALITY:                                                                                       ROBOTS DON’T HAVE          ...
BUT HUMANS                                                                 DESIGN ROBOTS…                                 ...
ROBOTS ACT ASOUR PERSONALWAYFINDINGAGENTS.
WE USE THEM TO                                                                                        FIND THE THINGS     ...
WE USE THEM TO                                                                                        FIND THE THINGS     ...
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FORREAL PEOPLEImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FORREAL PEOPLE                                                                             ACCOUNT FORImage copyrig...
MYTH:               SEO IS               JUST               ABOUT               TEXTImage copyright © dwyman - http://www....
REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
WRITE FROM YOUR                                                                                               AUDIENCE’S N...
CLICK HERE TO           WATCH THIS VIDEOKEYWORD RESEARCH CAN’T DO THIS.           Video copyright © Dollar Shave Club - ht...
SEARCH ENGINES                                                                        REWARD YOU FOR                      ...
SEARCH ENGINES                                                                        REWARD YOU FOR                      ...
MYTH:                SEO IS                JUST                ABOUT                LINKSImage copyright © ravages - http:...
REALITY:GOOD LINKS AREIMPORTANT, BUTGOOD EXPERIENCESARE ESSENTIAL.
NEED TO BUILDLINKS? START BYBUILDING OUTGREAT CONTENT.
MYTH:YOU HAVETO BUYLINKSImage copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
REALITY:THIS IS FINALLYNO LONGER TRUE.
GOOGLE’S PENGUIN                                                           UPDATES PENALIZE                               ...
…BUT IT DOESN’THELP THAT LINKSELLERS ARE STILLIN THE INDEX.
MYTH:               SEO IS               DEADImage copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik...
REALITY:BELIEVE WHAT YOULIKE…
REALITY:BELIEVE WHAT YOULIKE… BUT I’LLBELIEVE THE DATA.
REALITY:BELIEVE WHAT YOULIKE… BUT I’LLBELIEVE THE DATA.OUR EARLY INVESTMENTIN SEO REALLY PAID OFF!
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      ...
4 WAYSTO BUILD SEO INTOYOUR CONTENTSTRATEGY WORKImage copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/538352...
1. CONTENT AUDITINGImage copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
CONTENT AUDIT [ 1/4 ]      Include traffic and conversion metrics – not rankImage copyright © 27147 - http://www.flickr.co...
CONTENT AUDIT [ 2/4 ]Audit for metadata formats, not just <meta> contentImage copyright © paul bica - http://www.flickr.co...
CONTENT AUDIT [ 3/4 ]                  Don’t waste your time with <meta> keywordsImage copyright © gcaserotti - http://www...
CONTENT AUDIT [ 4/4 ]Include competitive link-graph and social-graph dataImage copyright © LinkedIn Labs - http://inmaps.l...
2. PAGE TABLESImage copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
PAGE TABLES [ 1/3 ]                                                  Include entry points to your pagesImage copyright © p...
PAGE TABLES [ 2/3 ]        Review content experience on all page entry pointsImage copyright © sveeta - http://www.flickr....
PAGE TABLES [ 3/3 ]    Add competitor details, analyze any experience gapsImage copyright © mrwilleeumm - http://www.flick...
3. METADATA STRATEGYImage copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
METADATA STRATEGY [ 1/3 ]         Move beyond <META> content into actual metadataImage copyright © Jonathan ODonnell - htt...
METADATA STRATEGY [ 2/3 ]      Common formats: FB OpenGraph, Schema.org, RDFaImage copyright © sam_churchill - http://www....
METADATA STRATEGY [ 3/3 ]             Review how content is perceived without contextImage copyright © WarzauWynn - http:/...
4. GOVERNANCEImage copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
GOVERNANCE [ 1/4 ]                                    Document and socialize your standardsImage copyright © plums_deify -...
GOVERNANCE [ 2/4 ]                             Follow-up with a bold accountability modelImage copyright © wesbolton - htt...
GOVERNANCE [ 3/4 ]                             Incentivize staff to support your standardsImage copyright © Miss Millifice...
GOVERNANCE [ 4/4 ]               Incentivize management to support their teamsImage copyright © DIRTYSKYWALKER - http://ww...
6 TOOLS                                                                                           FOR MEASURING           ...
CHALLENGE: DUPLICATE CONTENTImage copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
1. GOOGLE WEBMASTER TOOLS    google.com/webmasters/tools
SIGN UP HERE!1. GOOGLE WEBMASTER TOOLS    google.com/webmasters/tools
CHALLENGE: SEMANTIC MARKUPImage copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
2. GOOGLE RICH SNIPPETS TESTING TOOL      google.com/webmasters/tools/richsnippets
GET STARTED HERE!2. GOOGLE RICH SNIPPETS TESTING TOOL      google.com/webmasters/tools/richsnippets
CHALLENGE: WHO’S LINKING? WHERE?Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
3. SEOMOZ OPEN SITE EXPLORER        opensiteexplorer.org
GET A GREAT TUTORIAL HERE!3. SEOMOZ OPEN SITE EXPLORER        opensiteexplorer.org
CHALLENGE: HOW TO AUDIT LINK DATA?Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
4. SEOGADGET LINKS API EXT. FOR EXCEL    seogadget.com/tools/links-api-extension-for-excel
GET GREAT TECH NOTES HERE!4. SEOGADGET LINKS API EXT. FOR EXCEL    seogadget.com/tools/links-api-extension-for-excel
CHALLENGE: HOW TO AUDIT WEB DATA?Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
5. EXCELLENT ANALYTICS     excellentanalytics.com
GET A GREAT TUTORIAL HERE!5. EXCELLENT ANALYTICS     excellentanalytics.com
CHALLENGE: WHAT PAGES ARE CRAWLED?Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
6. SPLUNK splunk.com
GET A GREAT TUTORIAL HERE! 6. SPLUNK     splunk.com
NOW I KNOW   WHAT YOU’RE   THINKING…Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
“ WHAT’S IN  IT FOR ME?”
CORE VALUESMATTERWHAT AREYOURS?Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
YOUR CONTENT                                                                       STRATEGY CAN                           ...
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 START   SEOMOZ.ORG/BEGINNERS-   GUIDE-TO-SEOImage copyright © SEOmoz
WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH BY WORKINGTOGETHER?
REI CASE STUDY:EXPERTADVICE
GOAL:           REPLICATE THE REI IN-           STORE “GREEN VEST”           EXPERIENCE ONLINEImage copyright © Hugger Ind...
GOAL:           REPLICATE THE REI IN-           STORE “GREEN VEST”           EXPERIENCE ONLINE           STRATEGY:        ...
GOAL:REPLICATE THE REI IN-STORE “GREEN VEST”EXPERIENCE ONLINESTRATEGY:USE CORE VALUES ANDEXPERTISE TO ANSWERCUSTOMER QUEST...
CLICK HERE TO                                              WATCH THIS VIDEO                                     WE ALSO MA...
EVERYONE LOVED THIS CONTENTImage copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
BUT NO ONE COULD FIND ITImage copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
AFTER AN INTIAL                                                                                      SPIKE AT LAUNCH      ...
GREAT CONTENT                                                                           DOES NOT EQUAL                    ...
ENTER    SEOImage copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
ON-SITE:           RE-WROTE <TITLE>s,           <META> DESCRIPTIONS           FOR REAL PEOPLE           REDUCED DUPLICATIO...
OFF-SITE:                                              TRANSFORMED BEST                                              CONTE...
PEOPLE:           SHARED ACCOUNTABILITY           FOR SEO ACROSS MANY           DIVISIONS           TIED SEO OUTCOMES TO  ...
THE RESULTS:                                +170%                            GROWTH IN ANNUAL TRAFFICImage copyright © Éol...
WE EVEN SAW A             TRAFFIC BOOST             AFTER PANDAImage copyright © autan – http://www.flickr.com/photos/auta...
BECAUSE OUR                                                                                                  COMPETITORS  ...
POSITIVE BRANDMENTIONS FROMLIFEHACKER
POSITIVE BRANDMENTIONS FROMLIFEHACKER ANDWIRED
POSITIVE BRANDMENTIONS FROMLIFEHACKER ANDWIRED AND LOCALBUSINESS PRESS
REI 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 SHOULD BEPART OF EVERY CONTENT STRATEGY!AND YOU SHOULD BE FLUENT...
WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSSOUR ENTIRE CATALOG, DRIVINGTRAFFIC RIGHT WHERE W...
WE PROVED OUTTHE VALUE OFSTRUCTUREDINFORMATIONWE EVALUATE OUR IN-HOUSE TEAMAGAINST SEO STANDARDS AND SEOHELPED MAKE THE CA...
WE HELPED BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEO...
WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SER...
WE AMAZED AND DELIGHTED    REAL    PEOPLEImage copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4...
AND SO CAN    YOUImage copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
CONCLUSION    AND FINAL THOUGHTS
CORE VALUES                                                          MATTERImage copyright © @jackeliiine – http://www.fli...
I’M AN SEO WHO VALUES CONTENT STRATEGY
BUT I’M NOT                                                                                    THE ONLY ONE.Image copyrigh...
WE WANT TO STOP    THE PAIN BETWEEN    SEOs AND CONTENT    STRATEGISTSImage copyright © hang_in_there - http://www.flickr....
WE WANT TO SHARE                                                                                WITH YOU AND              ...
WE WANT TO BREAKDOWN THE MYTHSAND BARRIERS TOPROGRESSImage copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1...
WE WANT TO HELP                                                                              YOU DRIVE NEW                ...
WE WANT TO HELP                                                                              YOU DRIVE NEW                ...
WE WANT TO HAVEA CONVERSATIONWITH YOU.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
WE WANT TO HAVEA CONVERSATIONWITH YOU.LET’STALK.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/40...
JONATHON COLMAN        PRINCIPAL EXPERIENCE        ARCHITECT FOR REI        WWW.REI.COM        TWITTER @ JCOLMANLET’STALK.
WANT TO                                                                                    KNOW EVEN                      ...
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Enterprise SEO & Content Strategy: STOP THE PAIN!

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Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN!

Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers!

Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.

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/

Publié dans : Technologie

Enterprise SEO & Content Strategy: STOP THE PAIN!

  1. STOP THE PAINImage copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  2. ENTERPRISE SEO & CONTENT STRATEGYImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  3. WORKING TOGETHER TO STOP THE PAINImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  4. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMANImage copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  5. Logo copyright © REI - http://www.REI.com/
  6. CORE VALUES MATTERLogo copyright © REI - http://www.REI.com/
  7. AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP.Logo copyright © REI - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  8. 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 - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  9. AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE.Logo copyright © REI - REI - http://www.REI.com/Logo copyright ©http://www.REI.com/
  10. SO LET ME BE CLEAR ABOUT MY INTENTIONS TODAY…Logo copyright © REI - http://www.REI.com/
  11. I’M NOT HERE TO TURN YOU INTOImage copyright © macQ - http://www.flickr.com/photos/macq/4628281600 NERDS
  12. I’M HERE TO STOP THE PAINImage copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  13. THE PAIN BETWEEN SEOs AND CONTENTImage copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 STRATEGISTS
  14. WHY?SEOs NEED YOUR HELP.SO DO THEIR CUSTOMERS.SO DO THE SEARCH ENGINES.
  15. WHY?YOU NEED HELP FROM SEOs, TOO. ** YOU JUST DON’T KNOW IT YET!
  16. CORE VALUES MATTERImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  17. SO WE’LL START BY EXPOSING A FEW OLD MYTHSImage copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  18. MYTH:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  19. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.
  20. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.WE BEGAN INVESTING INSEO WAY BACK IN 2007.
  21. MYTH: YOU HAVE TO SPAM TO RANKImage copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  22. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE.Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  23. SPAM CAN’T DO THISImage copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  24. RANK MUSTBE EARNED.
  25. RANK MUSTBE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  26. AS WELL ASCLICK-THROUGH.
  27. “RICH SNIPPETS” IN SEARCH CAN INCREASE CLICK-THROUGH BY 30%AS WELL ASCLICK-THROUGH.
  28. NOT TO MENTIONCONVERSION.
  29. THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTSNOT TO MENTIONCONVERSION.
  30. MYTH:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
  31. REALITY: THESE CHANNELS WORK BETTER TOGETHER THAN THEY DO APART.Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
  32. YOU CAN EVEN USE SEO METRICS TO CREATE BUSINESS CASES TO SUPPORT $$$Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off YOUR OTHER WORK.
  33. WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
  34. WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
  35. MYTH:SEO IS FORROBOTS, NOTPEOPLEImage copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  36. 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
  37. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM.Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  38. ROBOTS ACT ASOUR PERSONALWAYFINDINGAGENTS.
  39. WE USE THEM TO FIND THE THINGS THAT WE NEED.Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  40. WE USE THEM TO FIND THE THINGS THAT WE NEED.Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  41. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  42. DESIGN FORREAL PEOPLEImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  43. DESIGN FORREAL PEOPLE ACCOUNT FORImage copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS
  44. MYTH: SEO IS JUST ABOUT TEXTImage copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  45. REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
  46. KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
  47. WRITE FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN.Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  48. CLICK HERE TO WATCH THIS VIDEOKEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  49. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  50. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  51. MYTH: SEO IS JUST ABOUT LINKSImage copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
  52. REALITY:GOOD LINKS AREIMPORTANT, BUTGOOD EXPERIENCESARE ESSENTIAL.
  53. NEED TO BUILDLINKS? START BYBUILDING OUTGREAT CONTENT.
  54. MYTH:YOU HAVETO BUYLINKSImage copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  55. REALITY:THIS IS FINALLYNO LONGER TRUE.
  56. GOOGLE’S PENGUIN UPDATES PENALIZE MOST PAID LINKSImage copyright © unknown - http://www.gifbin.com/981126
  57. …BUT IT DOESN’THELP THAT LINKSELLERS ARE STILLIN THE INDEX.
  58. MYTH: SEO IS DEADImage copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
  59. REALITY:BELIEVE WHAT YOULIKE…
  60. REALITY:BELIEVE WHAT YOULIKE… BUT I’LLBELIEVE THE DATA.
  61. REALITY:BELIEVE WHAT YOULIKE… BUT I’LLBELIEVE THE DATA.OUR EARLY INVESTMENTIN SEO REALLY PAID OFF!
  62. STOP BELIEVING THE MYTHS.Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  63. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGYImage copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  64. 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
  65. 4 WAYSTO BUILD SEO INTOYOUR CONTENTSTRATEGY WORKImage copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652
  66. 1. CONTENT AUDITINGImage copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  67. CONTENT AUDIT [ 1/4 ] Include traffic and conversion metrics – not rankImage copyright © 27147 - http://www.flickr.com/photos/27147/3411775886
  68. CONTENT AUDIT [ 2/4 ]Audit for metadata formats, not just <meta> contentImage copyright © paul bica - http://www.flickr.com/photos/dexxus/5794905716
  69. CONTENT AUDIT [ 3/4 ] Don’t waste your time with <meta> keywordsImage copyright © gcaserotti - http://www.flickr.com/photos/hams-caserotti/3423139774
  70. CONTENT AUDIT [ 4/4 ]Include competitive link-graph and social-graph dataImage copyright © LinkedIn Labs - http://inmaps.linkedinlabs.com/network
  71. 2. PAGE TABLESImage copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
  72. PAGE TABLES [ 1/3 ] Include entry points to your pagesImage copyright © paul bica - http://www.flickr.com/photos/dexxus/5791228117
  73. PAGE TABLES [ 2/3 ] Review content experience on all page entry pointsImage copyright © sveeta - http://www.flickr.com/photos/sveeta/427418322
  74. PAGE TABLES [ 3/3 ] Add competitor details, analyze any experience gapsImage copyright © mrwilleeumm - http://www.flickr.com/photos/mrwilleeumm/2108370839
  75. 3. METADATA STRATEGYImage copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  76. METADATA STRATEGY [ 1/3 ] Move beyond <META> content into actual metadataImage copyright © Jonathan ODonnell - http://www.flickr.com/photos/jod999/923209521
  77. METADATA STRATEGY [ 2/3 ] Common formats: FB OpenGraph, Schema.org, RDFaImage copyright © sam_churchill - http://www.flickr.com/photos/samchurchill/8022804713
  78. METADATA STRATEGY [ 3/3 ] Review how content is perceived without contextImage copyright © WarzauWynn - http://www.flickr.com/photos/warzauwynn/2513436278
  79. 4. GOVERNANCEImage copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
  80. GOVERNANCE [ 1/4 ] Document and socialize your standardsImage copyright © plums_deify - http://www.flickr.com/photos/10279741@N00/4851830784
  81. GOVERNANCE [ 2/4 ] Follow-up with a bold accountability modelImage copyright © wesbolton - http://www.flickr.com/photos/wesbolton/2717013932
  82. GOVERNANCE [ 3/4 ] Incentivize staff to support your standardsImage copyright © Miss Millificent - http://www.flickr.com/photos/athena1970/2860563297
  83. GOVERNANCE [ 4/4 ] Incentivize management to support their teamsImage copyright © DIRTYSKYWALKER - http://www.flickr.com/photos/52597330@N06/4869623393
  84. 6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGYImage copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738
  85. CHALLENGE: DUPLICATE CONTENTImage copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
  86. 1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  87. SIGN UP HERE!1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  88. CHALLENGE: SEMANTIC MARKUPImage copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
  89. 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  90. GET STARTED HERE!2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  91. CHALLENGE: WHO’S LINKING? WHERE?Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
  92. 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  93. GET A GREAT TUTORIAL HERE!3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  94. CHALLENGE: HOW TO AUDIT LINK DATA?Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
  95. 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  96. GET GREAT TECH NOTES HERE!4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  97. CHALLENGE: HOW TO AUDIT WEB DATA?Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
  98. 5. EXCELLENT ANALYTICS excellentanalytics.com
  99. GET A GREAT TUTORIAL HERE!5. EXCELLENT ANALYTICS excellentanalytics.com
  100. CHALLENGE: WHAT PAGES ARE CRAWLED?Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
  101. 6. SPLUNK splunk.com
  102. GET A GREAT TUTORIAL HERE! 6. SPLUNK splunk.com
  103. NOW I KNOW WHAT YOU’RE THINKING…Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  104. “ WHAT’S IN IT FOR ME?”
  105. CORE VALUESMATTERWHAT AREYOURS?Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  106. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTHImage copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  107. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORKImage copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  108. YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTS…Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  109. …AND USE THAT DATA TO SHARE YOUR STORY.Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  110. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARNImage copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  111. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARNImage copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  112. HERE’S THE BESTPLACE TO START SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEOImage copyright © SEOmoz
  113. WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH BY WORKINGTOGETHER?
  114. REI CASE STUDY:EXPERTADVICE
  115. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINEImage copyright © Hugger Industries – http://www.flickr.com/photos/60389800@N00/7998808442/
  116. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONSImage copyright © milos milosevic – http://www.flickr.com/photos/21496790@N06
  117. GOAL:REPLICATE THE REI IN-STORE “GREEN VEST”EXPERIENCE ONLINESTRATEGY:USE CORE VALUES ANDEXPERTISE TO ANSWERCUSTOMER QUESTIONSRESULT:HUNDREDS OF “HOW-TO”ARTICLES ABOUT GEAR,APPAREL & ACTIVITIES
  118. CLICK HERE TO WATCH THIS VIDEO WE ALSO MADE GREAT VIDEOSVideo copyright © REI – http://www.REI.com/
  119. EVERYONE LOVED THIS CONTENTImage copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
  120. BUT NO ONE COULD FIND ITImage copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
  121. AFTER AN INTIAL SPIKE AT LAUNCH TRAFFIC & GROWTH FLATTENED OUTImage copyright © Its.MJ – http://www.flickr.com/photos/jeimephotography/3430848777
  122. GREAT CONTENT DOES NOT EQUAL GREAT VISIBILITYImage copyright © peasap – http://www.flickr.com/photos/peasap/518956588
  123. ENTER SEOImage copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
  124. ON-SITE: RE-WROTE <TITLE>s, <META> DESCRIPTIONS FOR REAL PEOPLE REDUCED DUPLICATION, ADDED CANONICAL <LINK> ELEMENTS IMPROVED CROSS-LINKS AND NAVIGATION CREATED AN XML SITE MAP OF ALL CONTENTImage copyright © Dmitry Baranovskiy – http://www.flickr.com/photos/dmitry-baranovskiy/2378867408
  125. OFF-SITE: TRANSFORMED BEST CONTENT INTO USEFUL, ENGAGING INFOGRAPHICS REACHED OUT TO RELEVANT INFLUENCERS AND PUBLISHERS ALIGNED CONTENT WITH EDUCATIONAL EVENTS IN OUR STORES EARNED ATTENTION FROM THE MEDIAImage copyright © REI – http://www.REI.com/
  126. PEOPLE: SHARED ACCOUNTABILITY FOR SEO ACROSS MANY DIVISIONS TIED SEO OUTCOMES TO ANNUAL REVIEW TARGETS FOR ALL CREATIVE TEAMS DOCUMENTED SEO STANDARDS, GOVERNED WITH TRAININGImage copyright © nicola.albertini – http://www.flickr.com/photos/nalbertini/4077136093
  127. THE RESULTS: +170% GROWTH IN ANNUAL TRAFFICImage copyright © Éole – http://www.flickr.com/photos/eole/1394588888
  128. WE EVEN SAW A TRAFFIC BOOST AFTER PANDAImage copyright © autan – http://www.flickr.com/photos/autanex/329004293
  129. BECAUSE OUR COMPETITORS FELL BEHINDImage copyright © AlphaTangoBravo / Adam Baker – http://www.flickr.com/photos/atbaker/879539212
  130. POSITIVE BRANDMENTIONS FROMLIFEHACKER
  131. POSITIVE BRANDMENTIONS FROMLIFEHACKER ANDWIRED
  132. POSITIVE BRANDMENTIONS FROMLIFEHACKER ANDWIRED AND LOCALBUSINESS PRESS
  133. REI MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF “EXPERT ADVICE”ARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI
  134. WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE
  135. WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULD BEPART OF EVERY CONTENT STRATEGY!AND YOU SHOULD BE FLUENT INMARKETING ANALYTICS.
  136. WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSSOUR ENTIRE CATALOG, DRIVINGTRAFFIC RIGHT WHERE WEWANT IT: OUR PRODUCTS!
  137. WE PROVED OUTTHE VALUE OFSTRUCTUREDINFORMATIONWE EVALUATE OUR IN-HOUSE TEAMAGAINST SEO STANDARDS AND SEOHELPED MAKE THE CASE FOR OURFACETED NAVIGATION SYSTEM
  138. WE HELPED BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT
  139. WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE
  140. WE AMAZED AND DELIGHTED REAL PEOPLEImage copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  141. AND SO CAN YOUImage copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  142. CONCLUSION AND FINAL THOUGHTS
  143. CORE VALUES MATTERImage copyright © @jackeliiine – http://www.flickr.com/photos/jackeliine/3808786546
  144. I’M AN SEO WHO VALUES CONTENT STRATEGY
  145. BUT I’M NOT THE ONLY ONE.Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  146. WE WANT TO STOP THE PAIN BETWEEN SEOs AND CONTENT STRATEGISTSImage copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
  147. WE WANT TO SHARE WITH YOU AND LEARN FROM YOU.Image copyright © _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204
  148. WE WANT TO BREAKDOWN THE MYTHSAND BARRIERS TOPROGRESSImage copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913
  149. WE WANT TO HELP YOU DRIVE NEW BUSINESS.Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  150. WE WANT TO HELP YOU DRIVE NEW BUSINESS. A LOT OF NEW BUSINESS.Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  151. WE WANT TO HAVEA CONVERSATIONWITH YOU.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  152. WE WANT TO HAVEA CONVERSATIONWITH YOU.LET’STALK.Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  153. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLET’STALK.
  154. WANT TO KNOW EVEN MORE ABOUT CONTENT STRATEGY? HERE ARE 200+ OF THE BEST FREE RESOURCES!Image copyright © nataliej - flickr.com/photos/nataliejohnson/2776045330/sizes/l/

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