Enterprise SEO & Content Strategy: STOP THE PAIN!

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    08-Sep-2014

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Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN! Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers! Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

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  • STOP THE PAINImage copyright Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  • ENTERPRISE SEO & CONTENT STRATEGYImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715
  • WORKING TOGETHER TO STOP THE PAINImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715
  • JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMANImage copyright nadi0 - http://www.flickr.com/photos/nadio/385590715
  • Logo copyright REI - http://www.REI.com/
  • CORE VALUES MATTERLogo copyright REI - http://www.REI.com/
  • 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/
  • AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF HEY, THATS CONTENT OUTDOOR ADVENTURE STRATEGY RIGHT IN OUR MISSION! AND STEWARDSHIP.Logo copyright REI - REI - http://www.REI.com/Logo copyright http://www.REI.com/
  • AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE.Logo copyright REI - REI - http://www.REI.com/Logo copyright http://www.REI.com/
  • SO LET ME BE CLEAR ABOUT MY INTENTIONS TODAYLogo copyright REI - http://www.REI.com/
  • IM NOT HERE TO TURN YOU INTOImage copyright macQ - http://www.flickr.com/photos/macq/4628281600 NERDS
  • IM HERE TO STOP THE PAINImage copyright Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  • THE PAIN BETWEEN SEOs AND CONTENTImage copyright hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 STRATEGISTS
  • WHY?SEOs NEED YOUR HELP.SO DO THEIR CUSTOMERS.SO DO THE SEARCH ENGINES.
  • WHY?YOU NEED HELP FROM SEOs, TOO. ** YOU JUST DONT KNOW IT YET!
  • CORE VALUES MATTERImage copyright jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • SO WELL START BY EXPOSING A FEW OLD MYTHSImage copyright jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  • MYTH:YOU CANSHORT-CUTYOUR WAYTO SEOImage copyright David July - http://www.flickr.com/photos/mountsutro/4667697699
  • REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.
  • REALITY:SUSTAINABLE SEOREQUIRES LONG-TERM INVESTMENT.WE BEGAN INVESTING INSEO WAY BACK IN 2007.
  • MYTH: YOU HAVE TO SPAM TO RANKImage copyright alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  • REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE.Image copyright unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  • SPAM CANT DO THISImage copyright Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  • RANK MUSTBE EARNED.
  • RANK MUSTBE EARNED. SPAM CANT GET THESE RANKINGS FOR A BRAND NAME SEARCH
  • AS WELL ASCLICK-THROUGH.
  • RICH SNIPPETS IN SEARCH CAN INCREASE CLICK-THROUGH BY 30%AS WELL ASCLICK-THROUGH.
  • NOT TO MENTIONCONVERSION.
  • THE STRUCTURED CONTENT DRIVING OUR RICH SNIPPETS ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTSNOT TO MENTIONCONVERSION.
  • MYTH:SEO TAKESAWAY FROMMY OTHEREFFORTSImage copyright dfb - http://www.flickr.com/photos/geodanny/7031816979
  • REALITY: THESE CHANNELS WORK BETTER TOGETHER THAN THEY DO 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 $$$Image copyright Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off YOUR OTHER WORK.
  • WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
  • WE USED SEOMETRICS TOSUPPORT WEBPERFORMANCEOPTIMIZATION
  • MYTH:SEO IS FORROBOTS, NOTPEOPLEImage copyright whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  • REALITY: ROBOTS DONT HAVE CREDIT CARDS. SO THEYRE NOT OUR AUDIENCE.Image copyright 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539
  • BUT HUMANS DESIGN ROBOTS THERES PART OF US INSIDE THEM.Image copyright unknown - http://i.stack.imgur.com/pcXBR.jpg
  • ROBOTS ACT ASOUR PERSONALWAYFINDINGAGENTS.
  • WE USE THEM TO FIND THE THINGS THAT WE NEED.Image copyright Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  • WE USE THEM TO FIND THE THINGS THAT WE NEED.Image copyright Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  • Image copyright bre pettis - http://www.flickr.com/photos/bre/155276746/
  • DESIGN FORREAL PEOPLEImage copyright bre pettis - http://www.flickr.com/photos/bre/155276746/
  • DESIGN FORREAL PEOPLE ACCOUNT FORImage copyright bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS
  • MYTH: SEO IS JUST ABOUT TEXTImage copyright dwyman - http://www.flickr.com/photos/dwyman/92490928
  • REALITY:THE GOOGLEKEYWORD TOOL ISNOT AN EDITORIALDICTATOR.
  • KEYWORD VOLUMEIS NO SUBSTITUTEFOR EDITORIALGOVERNANCE.
  • WRITE FROM YOUR AUDIENCES NEEDS OUT, NOT FROM THE KEYWORDS IN.Image copyright Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  • CLICK HERE TO WATCH THIS VIDEOKEYWORD RESEARCH CANT DO THIS. Video copyright Dollar Shave Club - http://www.dollarshaveclub.com/
  • SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright Dollar Shave Club - http://www.dollarshaveclub.com/
  • SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDSVideo copyright Dollar Shave Club - http://www.dollarshaveclub.com/
  • MYTH: SEO IS JUST ABOUT LINKSImage copyright ravages - http://www.flickr.com/photos/ravages/2831688538
  • REALITY:GOOD LINKS AREIMPORTANT, BUTGOOD EXPERIENCESARE ESSENTIAL.
  • NEED TO BUILDLINKS? START BYBUILDING OUTGREAT CONTENT.
  • MYTH:YOU HAVETO BUYLINKSImage copyright 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  • REALITY:THIS IS FINALLYNO LONGER TRUE.
  • GOOGLES PENGUIN UPDATES PENALIZE MOST PAID LINKSImage copyright unknown - http://www.gifbin.com/981126
  • BUT IT DOESNTHELP THAT LINKSELLERS ARE STILLIN THE INDEX.
  • MYTH: SEO IS DEADImage copyright Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
  • REALITY:BELIEVE WHAT YOULIKE
  • REALITY:BELIEVE WHAT YOULIKE BUT ILLBELIEVE THE DATA.
  • REALITY:BELIEVE WHAT YOULIKE BUT ILLBELIEVE THE DATA.OUR EARLY INVESTMENTIN SEO REALLY PAID OFF!
  • STOP BELIEVING THE MYTHS.Image copyright nadi0 - http://www.flickr.com/photos/nadio/385590715
  • SEO WORKS BEST...