Enterprise SEO and Content Strategy

ENTERPRISE

SEO & CONTENT

TOGETHER WORKING

TO STOP THE

PRINCIPAL EXPERIENCE ARCHITECT

WWW.REI.COM

TWITTER @JCOLMAN

COLMAN JONATHON

RIGHT NOW DOWNLOAD THIS DECK

bit . ly / icc-seo

MATTER CORE VALUES

AT REI WE INSPIRE,

EDUCATE, AND OUTFIT

FOR A LIFETIME OF

OUTDOOR ADVENTURE

AND STEWARDSHIP.

AT REI WE INSPIRE,

EDUCATE, AND OUTFIT

FOR A LIFETIME OF

OUTDOOR ADVENTURE

AND STEWARDSHIP.

HEY, THAT’S CONTENT STRATEGY… RIGHT IN OUR MISSION!

AT REI WE VALUE

AUTHENTICITY,

TRANSPARENCY, AND

FRIENDLY EXPERTISE.

SO LET ME BE CLEAR

ABOUT MY INTENTIONS

TODAY…

NERDS. I’M NOT HERE TO TURN YOU INTO

I’M HERE TO STOP THE

THE PAIN

BETWEEN SEOs AND CONENT

STRATEGISTS

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!

MATTER CORE VALUES

SO WE’LL START BY

EXPOSING A FEW OLD

MYTH #1:

YOU CAN SHORT-CUT YOUR WAY TO SEO

REALITY: SUSTAINABLE SEO

REQUIRES LONG-

TERM INVESTMENT.

WE BEGAN INVESTING IN SEO WAY BACK IN 2007.

MYTH #2:

YOU HAVE TO SPAM TO RANK

REALITY: ENGAGING CONTENT

IS MORE IMPORTANT

FOR SEO THAN EVER

BEFORE.

SPAM CAN’T

DO THIS

RANK MUST

BE EARNED.

SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH

AS WELL AS

CLICK-THROUGH.

“RICH SNIPPETS” CAN INCREASE USER CLICK-THROUGH BY UP TO 30%

MYTH #3:

SEO TAKES AWAY FROM MY OTHER EFFORTS

REALITY: THESE ALL WORK

BETTER TOGETHER

THAN THEY EVER

COULD APART.

YOU CAN EVEN USE

SEO METRICS TO

CREATE BUSINESS

CASES TO SUPPORT

YOUR OTHER WORK.

FOR EXAMPLE, WE

USED SEO TO

SUPPORT WEB

PERFORMANCE!

MYTH #4:

SEO IS FOR ROBOTS, NOT PEOPLE

REALITY: ROBOTS DON’T HAVE

CREDIT CARDS. SO

THEY’RE NOT OUR

AUDIENCE.

BUT HUMANS

DESIGN ROBOTS…

THERE’S PART OF

US INSIDE THEM.

ROBOTS ACT AS

OUR PERSONAL

WAYFINDING

AGENTS.

WE USE THEM TO

FIND THE THINGS

THAT WE NEED.

ACCOUNT FOR

THE ROBOTS

DESIGN FOR

REAL PEOPLE

MYTH #5:

SEO IS JUST ABOUT TEXT

REALITY: THE GOOGLE

KEYWORD TOOL IS

NOT AN EDITORIAL

DICTATOR.

KEYWORD VOLUME

IS NO SUBSTITUTE

FOR EDITORIAL

GOVERNANCE.

WRITE FROM YOUR

AUDIENCE’S NEEDS

OUT, NOT FROM THE

KEYWORDS IN.

CLICK TO WATCH THIS VIDEO!

SEARCH ENGINES

REWARD YOU FOR

BUILDING BRANDS,

NOT FOR USING

KEYWORDS

MYTH #6:

SEO IS DEAD

REALITY: YOU CAN BELIEVE

WHAT YOU LIKE…

BUT I’LL BELIEVE

THE DATA. OUR EARLY INVESTMENT IN SEO REALLY PAID OFF!

BELIEVING THE

MYTHS.

TO BUILD SEO INTO

YOUR CONTENT

STRATEGY WORK

4 WAYS

CONTENT AUDIT

INCLUDE TRAFFIC AND CONVERSION METRICS, NOT RANK

INCLUDE METADATA, NOT JUST <META> CONTENT

DON’T INCLUDE <META> KEYWORDS

INCLUDE COMPETITIVE LINK-GRAPH AND SOCIAL-GRAPH DATA

PAGE TABLES

INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO

REVIEW ALL POINTS OF ENTRY TO THE PAGE

ADD DETAILS ON YOUR CONTENT’S PRIMARY COMPETITORS AND DIFFERENTIATORS

METADATA

MOVE BEYOND <META> CONTENT INTO METADATA

USE SEARCH/SOCIAL METADATA: FACEBOOK OPENGRAPH, RDFa, SCHEMA.ORG

THINK ABOUT HOW METADATA CONTENT IS PERCEIVED WITHOUT THE BENEFIT OF CONTEXT

GOVERNANCE

DOCUMENT YOUR SEO STANDARDS

FOLLOW-UP WITH A BOLD ACCOUNTABILITY MODEL

INCENTIVIZE STAFF TO SUPPORT STANDARDS

INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFF’S SUPPORT

FOR MEASURING

SEO TO INFORM

YOUR CONTENT

STRATEGY

6 TOOLS

GOOGLE WEBMASTER TOOLS

google.com/webmasters/tools

GOOGLE RICH SNIPPETS TESTING TOOL

google.com/webmasters/tools/richsnippets

SEOMOZ OPEN SITE EXPLORER

opensiteexplorer.org

SEOGADGET LINKS API EXT. FOR EXCEL

seogadget.com/tools/links-api-extension-for-excel

EXCELLENT ANALYTICS

excellentanalytics.com

SPLUNK

splunk.com

NOW I KNOW

WHAT YOU’RE

THINKING…

“ WHAT’S IN IT FOR ME?”

MATTER CORE VALUES

YOURS? WHAT ARE

YOUR CONTENT

STRATEGY CAN

DRIVE EVEN MORE

TRAFFIC AND

BUSINESS GROWTH

YOU CAN USE SEO

TO GET MORE

RESOURCES FOR

YOUR WORK

YOU CAN BETTER

MEASURE THE

IMPACT OF YOUR

EFFORTS…

…AND USE THAT DATA

TO SHARE YOUR STORY.

ARE YOU LOOKING

FOR WORK? WANT

TO GET PAID MORE?

LEARN SEO.

HERE’S THE BEST

PLACE TO START

SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEO

WHAT CAN SEO AND CONTENT

STRATEGY ACCOMPLISH TOGETHER?

LET’S SEE.

REI 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

WE AMAZED AND

DELIGHTED OUR

CUSTOMERS

AND SO CAN

CONCLUSION AND FINAL THOUGHTS

CORE VALUES MATTER.

WHO VALUES CONTENT

STRATEGY

I’M AN SEO

BUT I’M NOT

THE ONLY ONE.

WE WANT TO STOP

THE PAIN BETWEEN

SEOs AND CONTENT

STRATEGISTS

WE WANT TO SHARE

WITH YOU AND

LEARN FROM YOU.

WE WANT TO BREAK

DOWN THE MYTHS

AND BARRIERS TO

PROGRESS

WE CAN HELP YOU

DRIVE BUSINESS.

A LOT OF

BUSINESS.

WE WANT TO HAVE

A CONVERSATION

WITH YOU.

LET’S TALK.

WE WANT TO HAVE

A CONVERSATION

WITH YOU.

LET’S TALK.

JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI

WWW.REI.COM

TWITTER @ JCOLMAN

LET’S TALK.

JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI

WWW.REI.COM

TWITTER @ JCOLMAN

bit . ly / icc-seo DOWNLOAD THIS DECK:

Enterprise SEO and Content Strategy

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