Aligning Content & SEO -

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    01-Nov-2014

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<ul><li> 1. 2013 | BrightEdge Technologies Content Strategy Search Engines Love and how you can do it! Robin Aguilar-Francis Sr. Manager Search &amp; Web Content, Autodesk robin.francis@autodesk.com @angelfood </li> <li> 2. Why web content strategy? What is web content strategy? How do I do web content strategy? Agenda </li> <li> 3. Why web content strategy? </li> <li> 4. Helps visitors become prospects Helps prospects become customers Helps customers become loyal fans* *But not if it is confusing or fragmented Average customer is 57% of the way through the decision- making process before engaging sales Influencing the Newly Empowered Customer, Corporate Executive Board Marketing Research Roundtable, July 2011 Great Web Content </li> <li> 5. ROI of Content Strategy Reduce help calls, product returns and revenue loss Critical to nurture and personalization at scale Lower content creation, syndication / localization costs via reusable content Reusable content necessary for responsive design for mobile Google explicitly says poor mobile user experience may lose rankings </li> <li> 6. So, what is web content strategy? </li> <li> 7. Content Strategy for the Web Kristina Halvorson </li> <li> 8. People + Content = Content Strategy </li> <li> 9. Great! How do I do web content strategy? </li> <li> 10. Work with web marketing &amp; business stakeholders ID business goals Buy Try Learn Community KPIs ? ID customer goals What are the top purpose of visit for each page type? Purchase cycle? KPIs ID SEO &amp; content that satisfy goals Size non- branded keyphrase opportunity Inventory what you have and how good it is Mobile will have different intent plan for it Set Content Strategy Based on Goals </li> <li> 11. Final wireframes &amp; visual design Link to relevant content Set H tags &amp; word minimums Information architecture where content will be housed Infuse Design with Content Strategy + SEO PLUS: Prototype wireframes with real content &amp; keywords Usability studies test content relevance and comprehension </li> <li> 12. EVANGELIZE with Pretty Pictures </li> <li> 13. DEVELOPMENT Collaborate early; Prototype with real content and keywords AGILE Get SEO &amp; content needs in user acceptance criteria + code reviews QA Discuss functionality; share tools to find dupe content, crawlability, etc. SYSTEMS Map redirects; implement at go-live Ensure Code Benefits SEO + Content Strategy </li> <li> 14. Content Kickoff SEO Terms Copydeck Handoff Copy Creation SEO &amp; Editorial Review Partner Review Change Implementation ProductionPreviewLegal Review Cross-Link Localization Go Live Promote (PR, Social, External Links) EVANGELIZE with Stakeholders on Whats Coming </li> <li> 15. Copydecks w/ instructions: URL creation title tags meta descriptions keyword usage link text and where to point alt text reusable content conversion optimization Implement SEO review Ensure web editors know SEO basics to maintain during editing / reviews Work with web production to ensure content is pushed live as designed Coordinate Content with Search Engines in Mind </li> <li> 16. Keyphrase research in local language Native speaker gut check for translation + demand Local link building post-launch Translate &amp; Localize for Global Visibility </li> <li> 17. Work with PR and Social Media to promote content when: Useful Helpful Interesting Note: Does not apply to all content Syndicate the Right Content </li> <li> 18. A/B and multivariate test to fix confusing, marketing-ese, or not converting content Run for 30 days and dig into what is &amp; isnt working Iterate! Analyze, Test &amp; Iterate! Silver Ribbon Winner for Navigation tests (B2B) </li> <li> 19. EVANGELIZE How it Went </li> <li> 20. Link build! Review regularly for expiration or updates (analytics feedback loop) Review IA structure for new content Enable content re-use &amp; add fresh content when appropriate Playbooks of content owners, guidelines, process for maintenance / governance Govern Your Content For the Long Term </li> <li> 21. You can do this. Good luck! </li> <li> 22. 2013 | BrightEdge Technologies THANK YOU! Robin Aguilar-Francis Sr. Manager Search &amp; Web Content, Autodesk robin.francis@autodesk.com @angelfood </li> </ul>