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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
HOW TO BUILD
INTO CONTENT
STRATEGY
SEO
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI
WWW . REI . COM
TWITTER @ JCOLMAN
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
CAN HUMANS
LIVE WITH…
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ROBOTS?!
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
Logo copyright © REI - http://www.REI.com/
Logo copyright © REI - http://www.REI.com/
CORE VALUES MATTER.
Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
HEY, THAT’S CONTENT STRATEGY… RIGHT IN OUR MISSION!
Logo copyright © REI - http://www.REI.com/
AT REI WE VALUE
AUTHENTICITY,
TRANSPARENCY, AND
FRIENDLY EXPERTISE.
Logo copyright © REI - http://www.REI.com/
SO I HAVE A LITTLE
CONFESSION TO
MAKE TODAY…
I DON’T KNOW
ABOUT CONTENT
STRATEGY.
ANYTHING
DON’T TWEET THAT!
MY BOSS MIGHT FIND OUT.
OK, OK… I MIGHT BE
A LITTLE BIT.
EXAGGERATING
AFTER ALL,
I DID READ
THIS BOOK.
MY BACKGROUND AND
EXPERIENCE IS IN
SEO Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.
Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.
A NERD.
BOTTOM LINE:
BAD SEO IS A
DISASTER.
GOOD SEO IS
VERY HELPFUL.
SO LET’S BUILD A BRIDGE:
BETWEEN CONTENT STRATEGY OVER HERE
Image copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
…AND SEO OVER HERE
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 MATTER.
SO WE’LL START BY
EXPOSING A FEW OLD
MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
MYTH #1:
YOU CAN SHORT-CUT YOUR WAY TO SEO
REALITY: SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
REALITY: SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
IN LATE 2007, WE BEGAN INVESTING IN SEO. WE’LL FIND OUT THE RESULTS IN ABOUT 19 SLIDES FROM NOW…
Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
MYTH #2:
YOU HAVE TO SPAM TO RANK
REALITY: ENGAGING CONTENT
IS MORE IMPORTANT
FOR SEO THAN EVER
BEFORE.
Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
SPAM CAN’T
DO THIS
Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
RANK MUST
BE EARNED.
RANK MUST
BE EARNED.
SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
AS WELL AS
CLICK-THROUGH.
AS WELL AS
CLICK-THROUGH.
“RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30%
NOT TO MENTION
CONVERSION.
NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”
NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”
ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS
MYTH #3:
SEO TAKES AWAY FROM MY OTHER EFFORTS
Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
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
YOU CAN EVEN USE
SEO METRICS TO
CREATE BUSINESS
CASES TO SUPPORT
YOUR OTHER WORK.
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
$$$
FOR EXAMPLE, WE
USED SEO TO
SUPPORT WEB
PERFORMANCE
ENHANCEMENTS
MYTH #4:
SEO IS FOR ROBOTS, NOT PEOPLE
Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
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
BUT HUMANS
DESIGN ROBOTS…
Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
BUT HUMANS
DESIGN ROBOTS…
THERE’S PART OF
US INSIDE THEM.
Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
ROBOTS ACT AS
OUR PERSONAL
WAYFINDING
AGENTS.
Image copyright © Jonathon Colman
WE USE THEM TO
FIND THE THINGS
THAT WE NEED
Image copyright © Jonathon Colman
DESIGN FOR REAL
PEOPLE, ACCOUNT
FOR THE ROBOTS
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
MYTH #5:
SEO IS JUST ABOUT TEXT
Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
REALITY: THE GOOGLE
KEYWORD TOOL IS
NOT AN EDITORIAL
DICTATOR.
KEYWORD VOLUME
IS NO SUBSTITUTE
FOR EDITORIAL
GOVERNANCE.
WRITE AND DESIGN
FROM YOUR
AUDIENCE’S NEEDS
OUT, NOT FROM THE
KEYWORDS IN.
Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
CLICK HERE TO WATCH THIS VIDEO
SEARCH ENGINES
REWARD YOU FOR
BUILDING BRANDS,
NOT FOR USING
KEYWORDS
Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
MYTH #6:
SEO IS JUST ABOUT LINKS
Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
REALITY: GOOD LINKS ARE
IMPORTANT, BUT
GOOD EXPERIENCES
ARE ESSENTIAL.
NEED TO BUILD
LINKS? START BY
BUILDING OUT
GREAT CONTENT.
MYTH #7:
YOU HAVE TO BUY LINKS
Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
REALITY: THIS IS, FINALLY,
NO LONGER TRUE.
GOOGLE’S PENGUIN
UPDATES PENALIZE
PAID LINKS
Image copyright © unknown - http://www.gifbin.com/981126
…BUT IT DOESN’T
HELP THAT LINK
SELLERS ARE STILL
IN THE INDEX.
Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
MYTH #8:
SEO IS DEAD
REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
BUT I’LL BELIEVE
THE DATA.
REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
BUT I’LL BELIEVE
THE DATA. LOOKS LIKE THAT EARLY INVESTMENT PAID OFF!
BELIEVING THE
MYTHS.
STOP
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
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
8 WAYS TO BUILD
SEO INTO YOUR
DAILY CONTENT
STRATEGY WORK
Image copyright © 60 in 3 - http://www.flickr.com/photos/60in3/2334883075
Image copyright © David Boyle in DC - http://www.flickr.com/photos/beglendc/290713888
STAKEHOLDER INTERVIEWS
• ASK HOW THEY FIND AND SEARCH THE WEB SITE
• ASK THEM TO KEEP A DAILY SEARCH DIARY
• ASK THEM ABOUT THE KEYWORDS THEY CARE ABOUT, LOOK OVER COMPETITION’S CONTENT
CONTENT AUDIT
• DO NOT INCLUDE RANK; INCLUDE TRAFFIC AND AVG. CONVERSION
• INCLUDE METADATA, NOT JUST <META> CONTENT; DO NOT INCLUDE <META> KEYWORDS
• INCLUDE COMPETITIVE LINK-GRAPH AND SOCIAL-GRAPH DATA
Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
PAGE TABLES
• INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO
• THEN REVIEW ALL THE POINTS OF ENTRY TO THE PAGE BEING DESCRIBED
• ADD DETAILS ON YOUR CONTENT’S PRIMARY COMPETITORS AND DIFFERENTIATORS
Image copyright © litlnemo - http://www.flickr.com/photos/litlnemo/3296424414
TEMPLATES
• INCLUDE VARIABLES FOR SEARCH AND SOCIAL METADATA (SUCH AS FACEBOOK OPENGRAPH, RDFa, OR SCHEMA.ORG)
• DO NOT REQUIRE <META> KEYWORDS
• ENSURE ALL CONTENT PUBLISHED IS ADDED TO AN XML SITEMAP
Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
METADATA
• MOVE BEYOND <META> CONTENT INTO METADATA
• BE FORWARD-THINKING AND PROGRESSIVE; SEARCH ENGINES ARE JUST BEGINNING TO CONSUME AND USE THIS
• BEGIN THINKING ABOUT HOW METADATA WILL BE PERCEIVED WITHOUT THE BENEFIT OF CONTEXT
Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
THE CONTENT LIFECYCLE
• INCLUDE SEO WHEN WORKING ON AUDITS, TAXONOMY, METADATA, STANDARDS, AND QA/QC
• MAKE SEO A SHARED RESPONSIBILITY; ONE PERSON CAN’T DO IT ALL
• BUILD SEO ADVOCATES IN OTHER DISCIPLINES
Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
GOVERNANCE
• DOCUMENT YOUR SEO STANDARDS, BUT DON’T STOP THERE
• INCENTIVIZE STAFF TO SUPPORT STANDARDS, INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFF’S SUPPORT
• MEASURE THE IMPACT BY PAGE TEMPLATE FAMILY, NOT BY KEYWORDS
Image copyright © DonnaGrayson - http://www.flickr.com/photos/donnagrayson/94131371
EDITORIAL CALENDAR
• GIVE SEO LOTS OF LEAD TIME
• INCENTIVIZE PARTNERSHIPS BETWEEN SEO AND SOCIAL MEDIA IN CONTENT CAMPAIGNS
• INCLUDE TOUCHPOINTS FOR MEASUREMENT AND REPORTING
NOW I KNOW
WHAT YOU’RE
THINKING…
Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
“ WHAT’S IN IT FOR ME?”
CORE VALUES
MATTER. WHAT
ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
YOUR CONTENT
STRATEGY CAN
DRIVE EVEN MORE
TRAFFIC AND
BUSINESS GROWTH
Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
YOU CAN IMPROVE
DISCOVERABILITY,
FINDABILITY, AND
USABILITY FOR
YOUR CUSTOMERS
Image copyright © andercismo – http://www.flickr.com/photos/andercismo/2349098787
YOU CAN USE SEO
TO GET MORE
RESOURCES FOR
YOUR WORK
Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
YOU CAN BETTER
MEASURE THE
IMPACT OF YOUR
EFFORTS…
Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
…AND USE THAT DATA
TO SHARE YOUR STORY.
Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787
LEARN SEO.
HERE’S THE BEST
PLACE TO START SEOMOZ.ORG/BEGINNERS-GUIDE- TO-SEO
Image copyright © SEOmoz
WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH TOGETHER?
LET’S FIND OUT…
WE MADE IMPLICT
EXPERTISE
EXPLICIT AND
FINDABLE
HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
WE TRANSFORMED
THAT CONTENT
INTO VISUAL,
SHAREABLE DATA
AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
WE REACHED NEW
AUDIENCES WITH
EARNED MEDIA
CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY – AND YOU SHOULD BE FLUENT IN THE ANALYTICS
WE LEVERAGED
NEW METADATA
FORMATS FOR
INTEROPERABILITY
THESE ARE ACTIVE ACROSS OUR ENTIRE PRODUCT CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
WE CONSTANTLY
PROVE THE VALUE
OF STRUCTURED
PRODUCT INFO.
ADHERENCE TO GOVERNED SEO STANDARDS IS PART OF THE WAY OUR IN-HOUSE TEAM IS EVALUATED
WE HELP BUILD
SKILLS AND
COMMUNITIES
ACROSS CHANNELS
REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
WE LINKED DATA
WITH CONTENT TO
AID IN WAYFINDING
AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE
Image copyright © Sean Dreilinger – www.flickr.com/photos/seandreilinger/4208435158
WE AMAZED AND
DELIGHTED OUR
CUSTOMERS
PRO-TIP: SO CAN YOU!
CONCLUSION AND FINAL THOUGHTS
CORE VALUES MATTER.
CORE VALUES MATTER.
WHO VALUES CONTENT
STRATEGY
I’M AN SEO
BUT I’M NOT
THE ONLY ONE.
Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
WE WANT TO BUILD
A BRIDGE TO THE
CONTENT STRATEGY
COMMUNITY
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Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
BRIDGES BRING
PEOPLE TOGETHER,
HELPING US TO
SHARE AND LEARN
BRIDGES BREAK
DOWN OUR MYTHS
ABOUT THE
UNKNOWN
Image copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
AND BRIDGES
MEAN BUSINESS.
A LOT OF
BUSINESS.
Image copyright © tsnoom - http://www.flickr.com/photos/28438611@N05/5467944943
Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.
Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
LET’S TALK.
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.
LET’S TALK.
JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI
WWW.REI.COM
TWITTER @ JCOLMAN