Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content Marketing Workflows

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Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.

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1. SanFranciscoSeptember1013,2013#SESSF@SESConf EnterpriseWorkowOp0miza0on MaintaininganIndexableandFindableWebsite AndrewDelamarter Huge DirectorofSearchandInbound Marke0ng 2. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Agenda: 1.Background2.Approach 3.Workows4.Casestudy 3. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce About Huge 4. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Third-largest mobile agency According to AdAge for 2012. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable. 5. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Approaching EnterpriseContent. 6. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Builditandtheywillcome. 7. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Planit,investinit,buildit,op0mize it,syndicateit,distributeit,cross- postit,promoteit,linktoit,report onit,andconstantlyimproveit. Andtheywillcome. 8. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Goal:End-to-endcontentecosystem. Plan Create OpKmize PublishPromote Buildlinks, authority Syndicate Report Keyword-informededitorialplan SEOGatesandpublishing Drip-feedtoproperKes Syndicate Buildlinks Buildsocialauthority ReportandopKmize 9. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Overallapproach:Keywordsatthefront, metricsattheback. Target keyphrases } Search Keyword referrals, rankings Mobile search referrals Desktop keywords Mobile keywords Image search Video search Inbound linking Social engagement Facebook fans Pinterest referrals G+ performance Twitter followers, retweets Content metrics Syndication views paid, organic Inbound links Twitter mentions Content page views Time on site per entry page Search-informededitorial calendar Metricsand repor0ng 10. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Keywords and Destination URLs Editorialplan SEM/PaidMedia Socialmanagement Communica0ons Buildyourmasterkeywordlist. 11. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce KeywordresearchandcompeKKve analysis. Dont forget Desktop versus Mobile, Local / Geo Keywords, and Variants 12. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce DraVakeyword-driveneditorialplan& publish,promote,pushout. 13. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce OpKmizedimagesearch Keyword-drivencontent SocialAuthority SocialSharing Topicspage&syndicatedcontent Targeteveryapplicablecontenttype. 14. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce AsolidtechnicalContentStrategyunderpinsenterpriseSEO. MetadataschemassupportTopicspages,facetedsearch, localizaKon,semanKcmarkup,personalizaKon. Value/Listpairsfacilitatesearch,discovery. Createappropriatecontentstructure. SEO UX,Design, Coding ContentStrategy Copy, linking, social, local, mobile Functionality, navigation, mobile, indexing Metadata, editorial, taxonomies, personalization 15. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce TopicsstrategyisacKon. 16. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce ConsolidateSearch,Social,andContentmetricsintoasingle report: KeyContentMetrics:Rankings,inboundlinks,Tweets,Likes,G+s,pages viewedpersession,newvisitors,Kmeonsite,organicreferrals,syndicaKon performance,citaKons,shares. CreateintegratedinboundreporKng. Lindex Content 360 Report 17. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Workows 18. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Manylargeenterpriseshavelegacyprint-rst contentworkows. Printcontentisre-purposedtoworkonline. ConsidertransiKoningtoanonline-rstow. Lessmanualwork FasterKmetopublish CreateinCMS,routeforapproval/SEOQuality Gates,publishtosite,exporttoInDesignorQuark templates. Theproblemwithprint. 19. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Exampleofanonline- rstcontent workow. Boxareasshowkeyinputs intoprocess. Editorialcalendarismanual processupdatedand managedattopofow. Outputsarepublishedand opKmizedcontent,content metrics,andinformed strategy. Agency Notified Content Publishing -Site -Social -Profiles -Linking 20. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Addlinkingsupporttoyourpublishing workow. Everynewpieceof contentneeds inboundlinks. Addinboundlinkingto yourSEOQuality gates. ExxonMobilMathandSciencecontent getslinksupportfromPhilMickelson sponsorship 21. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Ifyouwantyourcontentto befounditmayneedtobe promoted. Media-likespendcanalso driveexposureandSEO. Socialmediaislookingmore likepaidmediaeveryday. Linkbuildingcanbedone viaZemantaandlunked intothemarkeKngbudget asbloggerpromoKon. Currentrealityisthatcontentmustbe supportedwith$. 22. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Case Study. 23. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Approachingcontentnirvana:ASME.org 24. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Before:Buriedcontent,focusonevents,storeitems. 25. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Pre-opKmizedstate. Print-rstcontentworkowfromMechanical EngineeringMagazine Org-chartapproachtoUserExperience Ligleon-pageSEO,linking NoSEOqualitygatesinpublishingprocess Nohooksintosocialmedia 26. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce OpKmizaKonapproach. ShiVtoonline-rstworkow. Establishkeywordstrategy. AlignteamsaroundobjecKves. Createsearch-informededitorialplan. CreateSEOqualitygates. InsKtuteongoingInboundReporKng&Content Metrics. TraincontentcreatorsonSEO. Buildsocialprolesofkeyplayers. ExecuteoncoreSEOblocking&tackling. 27. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce 1. Blogpost/sitecontentiskeyword-focusedandalignedto keywordstrategyandeditorialcalendar. 2. TechnicalSEOissuesaresolved(duplicatecontent,badURLs). 3. Postincludesawell-madeimage/datagraphic/infographic/video withembeddedcodeorsocialmediabirdseed. 4. OpengraphcodeisopKmizedandtested. 5. Postincludeslinktorich,authoritaKveG+,LinkedInproleof author(ifapplicable). 6. Postislinked-tofromotherownedproperKesusingkeywords. 7. PostispromotedviaPaidSearch,AucKon-baseddisplaymedia, YouTube,Twiger,andothersocial/web2.0channels. 8. Contentissyndicatedinappropriatechannels. 9. Contentperformanceistracked,reportedon,andopKmized calendarisupdatedwithresults. ThecontentopKmizaKonchecklist. 28. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce SiteredesignsormigraKonsaregreatKmestodoanSEO contentrefresh: NewTitles,DescripKons. AddSemanKctagging. ReviewCopyandmarkupforkeywordfocus. Addinternallinks,cleanupbrokenlinks. Chopimagesandcontentinbite-sizedpiecesforsocial media. Crossposttoprolesforsocialauthorityandauthorship Addimagealttext,lenames. Bigbrandshavetonsofcontentlyingaround! TheSEOContentRefresh. 29. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Result:UserandSearch-friendlycontentsite. 30. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce SEOtakesKme.Andmustbesustained. Work begins Work ends Organic Search Referrals 31. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce Create something you love. 32. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce 33. SanFrancisco|September1013,2013|#SESSF|@SESConf @adnyce hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843