Enterprise SEO and Content Strategy

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  • 1. ENTERPRISESEO & CONTENTSTRATEGYImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715

2. WORKINGTOGETHER TO STOP THEPAINImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715 3. JONATHONCOLMANPRINCIPAL EXPERIENCE ARCHITECTWWW.REI.COMTWITTER @JCOLMANImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715 4. DOWNLOAD THIS DECKRIGHT NOWbit.ly/icc-seoImage 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 OFHEY, THATS CONTENTOUTDOOR ADVENTURESTRATEGY RIGHT INOUR 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 TODAYLogo copyright REI - http://www.REI.com/ 11. IM NOT HERE TO TURN YOU INTOImage copyright macQ - http://www.flickr.com/photos/macq/4628281600NERDS. 12. IM HERE TO STOP THEPAIN!Image copyright Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958 13. THE PAIN BETWEENSEOs ANDCONENT STRATEGISTSImage copyright hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 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 DONT KNOW IT YET! 16. CORE VALUES MATTERImage copyright jaredflo - http://www.flickr.com/photos/jaredflo/219190131 17. SO WELL START BY EXPOSING A FEW OLDMYTHSImage copyright jaredflo - http://www.flickr.com/photos/jaredflo/219190131 18. MYTH #1:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright David July - http://www.flickr.com/photos/mountsutro/4667697699 19. REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.WE BEGAN INVESTING INSEO WAY BACK IN 2007. 20. MYTH #2: YOU HAVE TO SPAM TO RANKImage copyright alsis35 - http://www.flickr.com/photos/alsis35/7325200906 21. REALITY:ENGAGING CONTENTIS MORE IMPORTANTFOR SEO THAN EVERBEFORE.Image copyright unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg 22. SPAM CANTDO THISImage copyright Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/ 23. RANK MUSTBE EARNED.SPAM CANT GETTHESE RANKINGSFOR A BRANDNAME SEARCH 24. RICH SNIPPETS CAN INCREASE USER CLICK-THROUGH BY UP TO 30%AS WELL ASCLICK-THROUGH. 25. MYTH #3:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright dfb - http://www.flickr.com/photos/geodanny/7031816979 26. 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 27. 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. 28. FOR EXAMPLE, WEUSED SEO TOSUPPORT WEBPERFORMANCE! 29. MYTH #4:SEO IS FORROBOTS, NOTPEOPLEImage copyright whirledkid - http://www.flickr.com/photos/whirledkid/3263379234 30. REALITY: ROBOTS DONT HAVE CREDIT CARDS. SO THEYRE NOT OUR AUDIENCE.Image copyright 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539 31. BUT HUMANS DESIGN ROBOTS THERES PART OF US INSIDE THEM.Image copyright unknown - http://i.stack.imgur.com/pcXBR.jpg 32. ROBOTS ACT ASOUR PERSONALWAYFINDINGAGENTS. 33. WE USE THEM TOFIND THE THINGSTHAT WE NEED.Image copyright Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676 34. DESIGN FORREAL PEOPLE ACCOUNT FORImage copyright bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS 35. MYTH #5: SEO IS JUST ABOUT TEXTImage copyright dwyman - http://www.flickr.com/photos/dwyman/92490928 36. REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR. 37. KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE. 38. WRITE FROM YOUR AUDIENCES NEEDS OUT, NOT FROM THE KEYWORDS IN.Image copyright Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/ 39. CLICK TO WATCH THIS VIDEO!KEYWORD RESEARCH CANT DO THIS.Video copyright Dollar Shave Club - http://www.dollarshaveclub.com/ 40. SEARCH ENGINESREWARD YOU FORBUILDING BRANDS,NOT FOR USINGKEYWORDSVideo copyright Dollar Shave Club - http://www.dollarshaveclub.com/ 41. MYTH #6: SEO IS DEADImage copyright Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077 42. REALITY: YOU CAN BELIEVE WHAT YOU LIKE BUT ILL BELIEVE THE DATA.OUR EARLY INVESTMENTIN SEO REALLY PAID OFF! 43. STOP BELIEVING THE MYTHS.Image copyright nadi0 - http://www.flickr.com/photos/nadio/385590715 44. 4 WAYSTO BUILD SEO INTOYOUR CONTENTSTRATEGY WORKImage copyright StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652 45. CONTENT AUDIT INCLUDE TRAFFIC ANDCONVERSION METRICS,NOT RANK INCLUDE METADATA, NOTJUST CONTENT DONT INCLUDE KEYWORDS INCLUDE COMPETITIVELINK-GRAPH ANDSOCIAL-GRAPH DATAImage copyright GenBug - http://www.flickr.com/photos/genbug/4309890987 46. PAGE TABLES INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO REVIEW ALL POINTS OF ENTRY TO THE PAGE ADD DETAILS ON YOUR CONTENTS PRIMARY COMPETITORS AND DIFFERENTIATORSImage copyright Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127 47. METADATA MOVE BEYOND CONTENT INTO METADATA USE SEARCH/SOCIALMETADATA: FACEBOOKOPENGRAPH, RDFa,SCHEMA.ORG THINK ABOUT HOWMETADATA CONTENT ISPERCEIVED WITHOUT THEBENEFIT OF CONTEXTImage copyright sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188 48. GOVERNANCE DOCUMENT YOUR SEO STANDARDS FOLLOW-UP WITH A BOLD ACCOUNTABILITY MODEL INCENTIVIZE STAFF TO SUPPORT STANDARDS INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFFS SUPPORTImage copyright Jonathon Colman - http://www.flickr.com/photos/jcolman/542404001 49. 6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGYImage copyright Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738 50. CHALLENGE: DUPLICATE CONTENTImage copyright Sam ULs - http://www.flickr.com/photos/popilop/331357312 51. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools 52. CHALLENGE: SEMANTIC MARKUPImage copyright danbri - http://www.flickr.com/photos/danbri/5925660995 53. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets 54. CHALLENGE: WHOS LINKING? WHO ISNT?Image copyright Ravages - http://www.flickr.com/photos/ravages/2831688538 55. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org 56. CHALLENGE: HOW TO AUDIT LINK DATA?Image copyright kenteegardin - http://www.flickr.com/photos/teegardin/5912231439 57. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel 58. CHALLENGE: HOW TO AUDIT WEB DATA?Image copyright RubyJi - http://www.flickr.com/photos/rubyji/501205805 59. EXCELLENT ANALYTICS excellentanalytics.com 60. CHALLENGE: WHAT PAGES ARE CRAWLED?Image copyright courosa - http://www.flickr.com/photos/courosa/5190650437 61. SPLUNKsplunk.com 62. NOW I KNOW WHAT YOURE THINKINGImage copyright @boetter - http://www.flickr.com/photos/jakecaptive/3205277810 63. WHATS INIT FOR ME? 64. CORE VALUESMATTERWHAT AREYOURS?Image copyright Oberazzi - http://www.flickr.com/photos/oberazzi/318947873 65. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTHImage copyright ndot http://www.flickr.com/photos/ndot/320119213 66. YOU CAN USE SEOTO GET MORERESOURCES FORYOUR WORKImage copyright Narisai - http://www.flickr.com/photos/narisa/105039934 67. YOU CAN BETTERMEASURE THEIMPACT OF YOUREFFORTSImage copyright janGlas http://www.flickr.com/photos/kokjebalder/2348461718 68. AND USE THAT DATATO SHARE YOUR STORY.Image copyright Thos003 http://www.flickr.com/photos/thos003/6026477089 69. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARNImage copyright krissen http://www.flickr.com/photos/andercismo/2349098787 SEO. 70. HERES THE BESTPLACE TO START SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEOImage copyright SEOmoz 71. WHAT CAN SEO AND CONTENTSTRATEGY ACCOMPLISH TOGETHER?LETS SEE. 72. REI MADE IMPLICTEXPERTISEEXPLICIT ANDFINDABLEHUNDREDS OF EXPERT ADVICEARTICLES DRIVES HUNDREDS OFTHOUSANDS OF NEW PEOPLE TODISCOVER REI 73. WE TRANSFORMEDTHAT CONTENTINTO VISUAL,SHAREABLE DATAAND OUR CREATIVE ANDMERCHANDISING TEAMS WEREENGAGED BY THIS INFORMATIONDESIGN CHALLENGE 74. WE REACHED NEWAUDIENCES WITHEARNED MEDIACONTENT MARKETING SHOULDBE PART OF EVERY CONTENTSTRATEGY AND YOU SHOULDBE FLUENT IN THE ANALYTICS 75. WE LEVERAGEDNEW METADATAFORMATS FORINTEROPERABILITYTHESE ARE ACTIVE ACROSS OURENTIRE PRODUCT CATALOG,DRIVING TRAFFIC RIGHT WHEREWE WANT IT: OUR PRODUCTS! 76. WE CONSTANTLYPROVE THE VALUEOF STRUCTUREDPRODUCT INFO.ADHERENCE TO GOVERNED SEOSTANDARDS IS PART OF THE WAYOUR IN-HOUSE TEAM IS EVALUATED 77. WE HELP BUILDSKILLS ANDCOMMUNITIESACROSS CHANNELSREI IS THE LARGEST OUTDOOREDUCATOR IN THE UNITED STATESBY NUMBER OF PEOPLE TAUGHT 78. WE LINKED DATAWITH CONTENT TOAID IN WAYFINDINGAND GREW OUR HYPERLOCALAWARENESS AT THE SAME TIME BYPROVIDING A VALUABLE SERVICE 79. WE AMAZED ANDDELIGHTED OURCUSTOMERSImage copyright Sean Dreilinger www.flickr.com/photos/seandreilinger/4208435158 80. AND SO CAN YOU!Image copyright Sean Dreilinger www.flickr.com/photos/seandreilinger/4208435158 81. CONCLUSIONAND FINAL THOUGHTS 82. CORE VALUES MATTER.IM AN SEO WHO VALUES CONTENT STRATEGY 83. BUT IM NOTTHE ONLY ONE.Image copyright gardenskate - http://www.flickr.com/photos/gardensk8/6273808719 84. WE WANT TO STOPTHE PAIN BETWEENSEOs AND CONTENTSTRATEGISTSImage copyright hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 85. WE WANT TO SHAREWITH YOU ANDLEARN FROM YOU.Image copyright _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204 86. WE WANT TO BREAKDOWN THE MYTHSAND BARRIERS TOPROGRESSImage copyright r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913 87. WE CAN HELP YOUDRIVE BUSINESS.A LOT OFBUSINESS.Image copyright ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506 88. WE WANT TO HAVEA CONVERSATIONWITH YOU.Image copyright jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914 89. WE WANT TO HAVEA CONVERSATIONWITH YOU.LETSTALK.Image copyright jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914 90. JONATHON COLMANPRINCIPAL EXPERIENCEARCHITECT FOR REIWWW.REI.COMTWITTER @ JCOLMANLETSTALK. 91. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMANLETSDOWNLOAD THIS DECK:bit . ly / icc-seoTALK.