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STOP THE

      PAIN
Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
ENTERPRISE
    SEO &
     CONTENT
    STRATEGY
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
WORKING
    TOGETHER
     TO STOP THE
    PAIN
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
JONATHON
    COLMAN
    PRINCIPAL EXPERIENCE ARCHITECT
    WWW.REI.COM
    TWITTER @JCOLMAN

Image copyright © nadi0 - htt...
Logo copyright © REI - http://www.REI.com/
CORE VALUES
                                             MATTER

Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
                                                   EDUCATE, AND OUTFIT
                                ...
AT REI WE INSPIRE,
                                                   EDUCATE, AND OUTFIT
                                ...
AT REI WE VALUE
                                                   AUTHENTICITY,
                                         ...
SO LET ME BE CLEAR
                                             ABOUT MY INTENTIONS
                                      ...
I’M NOT HERE TO TURN YOU INTO


Image copyright © macQ - http://www.flickr.com/photos/macq/4628281600
                    ...
I’M HERE TO STOP THE

      PAIN
Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
THE
                                                                                          PAIN
                       ...
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

Image copyright © jared...
SO WE’LL START BY
                                                                               EXPOSING A FEW OLD


    ...
MYTH:

YOU CAN
SHORT-CUT
YOUR WAY
TO SEO
Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
REALITY:
SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
REALITY:
SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.

WE BEGAN INVESTING IN
SEO WAY BACK IN 2007.
MYTH:

           YOU HAVE
           TO SPAM
           TO RANK
Image copyright © alsis35 - http://www.flickr.com/photos/...
REALITY:
                                                                                            ENGAGING CONTENT
    ...
SPAM CAN’T
                                                                                                               ...
RANK MUST
BE EARNED.
RANK MUST
BE EARNED.


  SPAM CAN’T GET
  THESE RANKINGS
  FOR A BRAND
  NAME SEARCH
AS WELL AS
CLICK-THROUGH.
“RICH SNIPPETS” IN
   SEARCH CAN INCREASE
   CLICK-THROUGH BY 30%




AS WELL AS
CLICK-THROUGH.
NOT TO MENTION
CONVERSION.
THE STRUCTURED
  CONTENT DRIVING
  OUR “RICH SNIPPETS”


  ORIGNAL, BRAND-DRIVEN
  PRODUCT INFORMATION
  WRITTEN BY OUR TE...
MYTH:

SEO TAKES
AWAY FROM
MY OTHER
EFFORTS
Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
REALITY:
                                                                                                     THESE CHANNE...
YOU CAN EVEN USE
                                                                                                     SEO ...
WE USED SEO
METRICS TO
SUPPORT WEB
PERFORMANCE
OPTIMIZATION
WE USED SEO
METRICS TO
SUPPORT WEB
PERFORMANCE
OPTIMIZATION
MYTH:

SEO IS FOR
ROBOTS, NOT
PEOPLE
Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
REALITY:
                                                                                       ROBOTS DON’T HAVE
        ...
BUT HUMANS
                                                                 DESIGN ROBOTS…


                             ...
ROBOTS ACT AS
OUR PERSONAL
WAYFINDING
AGENTS.
WE USE THEM TO
                                                                                        FIND THE THINGS
   ...
WE USE THEM TO
                                                                                        FIND THE THINGS
   ...
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FOR
REAL PEOPLE




Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
DESIGN FOR
REAL PEOPLE




                                                                             ACCOUNT FOR

Image...
MYTH:

               SEO IS
               JUST
               ABOUT
               TEXT
Image copyright © dwyman - http:...
REALITY:
THE GOOGLE
KEYWORD TOOL IS
NOT AN EDITORIAL
DICTATOR.
KEYWORD VOLUME
IS NO SUBSTITUTE
FOR EDITORIAL
GOVERNANCE.
WRITE FROM YOUR
                                                                                               AUDIENCE’S ...
CLICK HERE TO
           WATCH THIS VIDEO


KEYWORD RESEARCH CAN’T DO THIS.
           Video copyright © Dollar Shave Club...
SEARCH ENGINES
                                                                        REWARD YOU FOR
                    ...
SEARCH ENGINES
                                                                        REWARD YOU FOR
                    ...
MYTH:

                SEO IS
                JUST
                ABOUT
                LINKS
Image copyright © ravages -...
REALITY:
GOOD LINKS ARE
IMPORTANT, BUT
GOOD EXPERIENCES
ARE ESSENTIAL.
NEED TO BUILD
LINKS? START BY
BUILDING OUT
GREAT CONTENT.
MYTH:

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
                             ...
…BUT IT DOESN’T
HELP THAT LINK
SELLERS ARE STILL
IN THE INDEX.
MYTH:

               SEO IS
               DEAD

Image copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlab...
REALITY:
BELIEVE WHAT YOU
LIKE…
REALITY:
BELIEVE WHAT YOU
LIKE… BUT I’LL
BELIEVE THE DATA.
REALITY:
BELIEVE WHAT YOU
LIKE… BUT I’LL
BELIEVE THE DATA.


OUR EARLY INVESTMENT
IN SEO REALLY PAID OFF!
STOP
             BELIEVING THE
             MYTHS.



Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590...
SEO WORKS BEST
                                                                                     WHEN IT’S BUILT
      ...
SEO WORKS BEST
                                                                                       WHEN IT’S BUILT
    ...
4 WAYS
TO BUILD SEO INTO
YOUR CONTENT
STRATEGY WORK

Image copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5...
1. CONTENT AUDITING
Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
CONTENT AUDIT [ 1/4 ]
      Include traffic and conversion metrics – not rank
Image copyright © 27147 - http://www.flickr....
CONTENT AUDIT [ 2/4 ]
Audit for metadata formats, not just <meta> content
Image copyright © paul bica - http://www.flickr....
CONTENT AUDIT [ 3/4 ]
                  Don’t waste your time with <meta> keywords
Image copyright © gcaserotti - http://w...
CONTENT AUDIT [ 4/4 ]
Include competitive link-graph and social-graph data
Image copyright © LinkedIn Labs - http://inmaps...
2. PAGE TABLES
Image copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
PAGE TABLES [ 1/3 ]
                                                  Include entry points to your pages
Image copyright ©...
PAGE TABLES [ 2/3 ]
        Review content experience on all page entry points
Image copyright © sveeta - http://www.flick...
PAGE TABLES [ 3/3 ]
    Add competitor details, analyze any experience gaps
Image copyright © mrwilleeumm - http://www.fli...
3. METADATA STRATEGY
Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
METADATA STRATEGY [ 1/3 ]
         Move beyond <META> content into actual metadata
Image copyright © Jonathan O'Donnell - ...
METADATA STRATEGY [ 2/3 ]
      Common formats: FB OpenGraph, Schema.org, RDFa
Image copyright © sam_churchill - http://ww...
METADATA STRATEGY [ 3/3 ]
             Review how content is perceived without context
Image copyright © WarzauWynn - http...
4. GOVERNANCE
Image copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
GOVERNANCE [ 1/4 ]
                                    Document and socialize your standards
Image copyright © plums_deify...
GOVERNANCE [ 2/4 ]
                             Follow-up with a bold accountability model
Image copyright © wesbolton - h...
GOVERNANCE [ 3/4 ]
                             Incentivize staff to support your standards
Image copyright © Miss Millifi...
GOVERNANCE [ 4/4 ]
               Incentivize management to support their teams
Image copyright © DIRTYSKYWALKER - http://...
6 TOOLS
                                                                                           FOR MEASURING
         ...
CHALLENGE: DUPLICATE CONTENT
Image copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
1. GOOGLE WEBMASTER TOOLS
    google.com/webmasters/tools
SIGN UP HERE!




1. GOOGLE WEBMASTER TOOLS
    google.com/webmasters/tools
CHALLENGE: SEMANTIC MARKUP
Image copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
2. GOOGLE RICH SNIPPETS TESTING TOOL
      google.com/webmasters/tools/richsnippets
GET STARTED HERE!




2. GOOGLE RICH SNIPPETS TESTING TOOL
      google.com/webmasters/tools/richsnippets
CHALLENGE: WHO’S LINKING? WHERE?
Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
3. SEOMOZ OPEN SITE EXPLORER
        opensiteexplorer.org
GET A GREAT TUTORIAL HERE!




3. SEOMOZ OPEN SITE EXPLORER
        opensiteexplorer.org
CHALLENGE: HOW TO AUDIT LINK DATA?
Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
4. SEOGADGET LINKS API EXT. FOR EXCEL
    seogadget.com/tools/links-api-extension-for-excel
GET GREAT TECH NOTES HERE!




4. SEOGADGET LINKS API EXT. FOR EXCEL
    seogadget.com/tools/links-api-extension-for-excel
CHALLENGE: HOW TO AUDIT WEB DATA?
Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
5. EXCELLENT ANALYTICS
     excellentanalytics.com
GET A GREAT TUTORIAL HERE!




5. EXCELLENT ANALYTICS
     excellentanalytics.com
CHALLENGE: WHAT PAGES ARE CRAWLED?
Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
6. SPLUNK
 splunk.com
GET A GREAT TUTORIAL HERE!




 6. SPLUNK
     splunk.com
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
                         ...
YOU CAN USE SEO
                                                                            TO GET MORE
                  ...
YOU CAN BETTER
MEASURE THE
IMPACT OF YOUR
EFFORTS…



Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder...
…AND USE THAT DATA
        TO SHARE YOUR STORY.

Image copyright © Thos003 – http://www.flickr.com/photos/thos003/60264770...
ARE YOU LOOKING
                                                                                 FOR WORK? WANT
          ...
ARE YOU LOOKING
                                                                                 FOR WORK? WANT
          ...
HERE’S THE BEST
PLACE TO START

   SEOMOZ.ORG/BEGINNERS-
   GUIDE-TO-SEO




Image copyright © SEOmoz
WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH BY WORKING


TOGETHER?
REI CASE STUDY:
EXPERT
ADVICE
GOAL:
           REPLICATE THE REI IN-
           STORE “GREEN VEST”
           EXPERIENCE ONLINE




Image copyright © Hu...
GOAL:
           REPLICATE THE REI IN-
           STORE “GREEN VEST”
           EXPERIENCE ONLINE


           STRATEGY:
 ...
GOAL:
REPLICATE THE REI IN-
STORE “GREEN VEST”
EXPERIENCE ONLINE


STRATEGY:
USE CORE VALUES AND
EXPERTISE TO ANSWER
CUSTO...
CLICK HERE TO
                                              WATCH THIS VIDEO



                                     WE AL...
EVERYONE LOVED THIS CONTENT
Image copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
BUT NO ONE COULD FIND IT
Image copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
AFTER AN INTIAL
                                                                                      SPIKE AT LAUNCH




...
GREAT CONTENT
                                                                           DOES NOT EQUAL
                  ...
ENTER

    SEO
Image copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
ON-SITE:
           RE-WROTE <TITLE>s,
           <META> DESCRIPTIONS
           FOR REAL PEOPLE

           REDUCED DUPLI...
OFF-SITE:
                                              TRANSFORMED BEST
                                              CON...
PEOPLE:
           SHARED ACCOUNTABILITY
           FOR SEO ACROSS MANY
           DIVISIONS

           TIED SEO OUTCOMES...
THE RESULTS:


                                +170%
                            GROWTH IN ANNUAL TRAFFIC



Image copyrig...
WE EVEN SAW A
             TRAFFIC BOOST
             AFTER PANDA


Image copyright © autan – http://www.flickr.com/photos...
BECAUSE OUR
                                                                                                  COMPETITORS
...
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER AND
WIRED
POSITIVE BRAND
MENTIONS FROM
LIFEHACKER AND
WIRED AND LOCAL
BUSINESS PRESS
REI MADE IMPLICT
EXPERTISE
EXPLICIT AND
FINDABLE
HUNDREDS OF “EXPERT ADVICE”
ARTICLES DRIVES HUNDREDS OF
THOUSANDS OF NEW ...
WE TRANSFORMED
THAT CONTENT
INTO VISUAL,
SHAREABLE DATA
AND OUR CREATIVE AND
MERCHANDISING TEAMS WERE
ENGAGED BY THIS INFO...
WE REACHED NEW
AUDIENCES WITH
EARNED MEDIA

CONTENT MARKETING SHOULD BE
PART OF EVERY CONTENT STRATEGY!
AND YOU SHOULD BE ...
WE LEVERAGED
NEW METADATA
FORMATS FOR
INTEROPERABILITY
THESE ARE ACTIVE ACROSS
OUR ENTIRE CATALOG, DRIVING
TRAFFIC RIGHT W...
WE PROVED OUT
THE VALUE OF
STRUCTURED
INFORMATION
WE EVALUATE OUR IN-HOUSE TEAM
AGAINST SEO STANDARDS AND SEO
HELPED MAKE ...
WE HELPED BUILD
SKILLS AND
COMMUNITIES
ACROSS CHANNELS
REI IS THE LARGEST OUTDOOR
EDUCATOR IN THE UNITED STATES
BY NUMBER ...
WE LINKED DATA
WITH CONTENT TO
AID IN WAYFINDING


AND GREW OUR HYPERLOCAL
AWARENESS AT THE SAME TIME BY
PROVIDING A VALUA...
WE AMAZED AND DELIGHTED
    REAL
    PEOPLE

Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreiling...
AND SO CAN

    YOU
Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
CONCLUSION
    AND FINAL THOUGHTS
CORE VALUES
                                                          MATTER

Image copyright © @jackeliiine – http://www....
I’M AN SEO
 WHO VALUES CONTENT
 STRATEGY
BUT I’M NOT
                                                                                    THE ONLY ONE.

Image copyr...
WE WANT TO STOP
    THE PAIN BETWEEN
    SEOs AND CONTENT
    STRATEGISTS

Image copyright © hang_in_there - http://www.fl...
WE WANT TO SHARE
                                                                                WITH YOU AND
            ...
WE WANT TO BREAK
DOWN THE MYTHS
AND BARRIERS TO
PROGRESS

Image copyright © r3v || cls - http://www.flickr.com/photos/xt0p...
WE WANT TO HELP
                                                                              YOU DRIVE NEW
              ...
WE WANT TO HELP
                                                                              YOU DRIVE NEW
              ...
WE WANT TO HAVE
A CONVERSATION
WITH YOU.




Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/40191...
WE WANT TO HAVE
A CONVERSATION
WITH YOU.

LET’S
TALK.
Image copyright © jessleecuizon - http://www.flickr.com/photos/eelss...
JONATHON COLMAN
        PRINCIPAL EXPERIENCE
        ARCHITECT FOR REI
        WWW.REI.COM
        TWITTER @ JCOLMAN



LE...
WANT TO
                                                                                    KNOW EVEN
                    ...
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Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 1 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 2 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 3 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 4 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 5 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 6 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 7 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 8 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 9 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 10 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 11 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 12 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 13 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 14 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 15 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 16 Enterprise SEO & Content Strategy: STOP THE PAIN! 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Slide 145 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 146 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 147 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 148 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 149 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 150 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 151 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 152 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 153 Enterprise SEO & Content Strategy: STOP THE PAIN! Slide 154
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Enterprise SEO & Content Strategy: STOP THE PAIN!

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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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Enterprise SEO & Content Strategy: STOP THE PAIN!

  1. STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  2. ENTERPRISE SEO & CONTENT STRATEGY Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  3. WORKING TOGETHER TO STOP THE PAIN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  4. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMAN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  5. Logo copyright © REI - http://www.REI.com/
  6. CORE VALUES MATTER Logo 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 OF HEY, THAT’S CONTENT OUTDOOR ADVENTURE STRATEGY… RIGHT IN OUR 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 TODAY… Logo copyright © REI - http://www.REI.com/
  11. I’M NOT HERE TO TURN YOU INTO Image copyright © macQ - http://www.flickr.com/photos/macq/4628281600 NERDS
  12. I’M HERE TO STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958
  13. THE PAIN BETWEEN SEOs AND CONTENT Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 STRATEGISTS
  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 DON’T KNOW IT YET!
  16. CORE VALUES MATTER Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  17. SO WE’LL START BY EXPOSING A FEW OLD MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
  18. MYTH: YOU CAN SHORT-CUT YOUR WAY TO SEO Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
  19. REALITY: SUSTAINABLE SEO REQUIRES LONG- TERM INVESTMENT.
  20. REALITY: SUSTAINABLE SEO REQUIRES LONG- TERM INVESTMENT. WE BEGAN INVESTING IN SEO WAY BACK IN 2007.
  21. MYTH: YOU HAVE TO SPAM TO RANK Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
  22. REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE. Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
  23. SPAM CAN’T DO THIS Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
  24. RANK MUST BE EARNED.
  25. RANK MUST BE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
  26. AS WELL AS CLICK-THROUGH.
  27. “RICH SNIPPETS” IN SEARCH CAN INCREASE CLICK-THROUGH BY 30% AS WELL AS CLICK-THROUGH.
  28. NOT TO MENTION CONVERSION.
  29. THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.
  30. MYTH: SEO TAKES AWAY FROM MY OTHER EFFORTS Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
  31. 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
  32. 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.
  33. WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION
  34. WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION
  35. MYTH: SEO IS FOR ROBOTS, NOT PEOPLE Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
  36. 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
  37. BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM. Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
  38. ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS.
  39. WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  40. WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676
  41. Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  42. DESIGN FOR REAL PEOPLE Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
  43. DESIGN FOR REAL PEOPLE ACCOUNT FOR Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS
  44. MYTH: SEO IS JUST ABOUT TEXT Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
  45. REALITY: THE GOOGLE KEYWORD TOOL IS NOT AN EDITORIAL DICTATOR.
  46. KEYWORD VOLUME IS NO SUBSTITUTE FOR EDITORIAL GOVERNANCE.
  47. WRITE FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN. Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
  48. CLICK HERE TO WATCH THIS VIDEO KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  49. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  50. SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
  51. MYTH: SEO IS JUST ABOUT LINKS Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
  52. REALITY: GOOD LINKS ARE IMPORTANT, BUT GOOD EXPERIENCES ARE ESSENTIAL.
  53. NEED TO BUILD LINKS? START BY BUILDING OUT GREAT CONTENT.
  54. MYTH: YOU HAVE TO BUY LINKS Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
  55. REALITY: THIS IS FINALLY NO LONGER TRUE.
  56. GOOGLE’S PENGUIN UPDATES PENALIZE MOST PAID LINKS Image copyright © unknown - http://www.gifbin.com/981126
  57. …BUT IT DOESN’T HELP THAT LINK SELLERS ARE STILL IN THE INDEX.
  58. MYTH: SEO IS DEAD Image copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077
  59. REALITY: BELIEVE WHAT YOU LIKE…
  60. REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.
  61. REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA. OUR EARLY INVESTMENT IN SEO REALLY PAID OFF!
  62. STOP BELIEVING THE MYTHS. Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
  63. SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013
  64. 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
  65. 4 WAYS TO BUILD SEO INTO YOUR CONTENT STRATEGY WORK Image copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652
  66. 1. CONTENT AUDITING Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987
  67. CONTENT AUDIT [ 1/4 ] Include traffic and conversion metrics – not rank Image copyright © 27147 - http://www.flickr.com/photos/27147/3411775886
  68. CONTENT AUDIT [ 2/4 ] Audit for metadata formats, not just <meta> content Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5794905716
  69. CONTENT AUDIT [ 3/4 ] Don’t waste your time with <meta> keywords Image copyright © gcaserotti - http://www.flickr.com/photos/hams-caserotti/3423139774
  70. CONTENT AUDIT [ 4/4 ] Include competitive link-graph and social-graph data Image copyright © LinkedIn Labs - http://inmaps.linkedinlabs.com/network
  71. 2. PAGE TABLES Image copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127
  72. PAGE TABLES [ 1/3 ] Include entry points to your pages Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5791228117
  73. PAGE TABLES [ 2/3 ] Review content experience on all page entry points Image copyright © sveeta - http://www.flickr.com/photos/sveeta/427418322
  74. PAGE TABLES [ 3/3 ] Add competitor details, analyze any experience gaps Image copyright © mrwilleeumm - http://www.flickr.com/photos/mrwilleeumm/2108370839
  75. 3. METADATA STRATEGY Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188
  76. METADATA STRATEGY [ 1/3 ] Move beyond <META> content into actual metadata Image copyright © Jonathan O'Donnell - http://www.flickr.com/photos/jod999/923209521
  77. METADATA STRATEGY [ 2/3 ] Common formats: FB OpenGraph, Schema.org, RDFa Image copyright © sam_churchill - http://www.flickr.com/photos/samchurchill/8022804713
  78. METADATA STRATEGY [ 3/3 ] Review how content is perceived without context Image copyright © WarzauWynn - http://www.flickr.com/photos/warzauwynn/2513436278
  79. 4. GOVERNANCE Image copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967
  80. GOVERNANCE [ 1/4 ] Document and socialize your standards Image copyright © plums_deify - http://www.flickr.com/photos/10279741@N00/4851830784
  81. GOVERNANCE [ 2/4 ] Follow-up with a bold accountability model Image copyright © wesbolton - http://www.flickr.com/photos/wesbolton/2717013932
  82. GOVERNANCE [ 3/4 ] Incentivize staff to support your standards Image copyright © Miss Millificent - http://www.flickr.com/photos/athena1970/2860563297
  83. GOVERNANCE [ 4/4 ] Incentivize management to support their teams Image copyright © DIRTYSKYWALKER - http://www.flickr.com/photos/52597330@N06/4869623393
  84. 6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGY Image copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738
  85. CHALLENGE: DUPLICATE CONTENT Image copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312
  86. 1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  87. SIGN UP HERE! 1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools
  88. CHALLENGE: SEMANTIC MARKUP Image copyright © danbri - http://www.flickr.com/photos/danbri/5925660995
  89. 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  90. GET STARTED HERE! 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets
  91. CHALLENGE: WHO’S LINKING? WHERE? Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538
  92. 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  93. GET A GREAT TUTORIAL HERE! 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org
  94. CHALLENGE: HOW TO AUDIT LINK DATA? Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439
  95. 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  96. GET GREAT TECH NOTES HERE! 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel
  97. CHALLENGE: HOW TO AUDIT WEB DATA? Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805
  98. 5. EXCELLENT ANALYTICS excellentanalytics.com
  99. GET A GREAT TUTORIAL HERE! 5. EXCELLENT ANALYTICS excellentanalytics.com
  100. CHALLENGE: WHAT PAGES ARE CRAWLED? Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437
  101. 6. SPLUNK splunk.com
  102. GET A GREAT TUTORIAL HERE! 6. SPLUNK splunk.com
  103. NOW I KNOW WHAT YOU’RE THINKING… Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810
  104. “ WHAT’S IN IT FOR ME?”
  105. CORE VALUES MATTER WHAT ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
  106. YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTH Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213
  107. YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORK Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934
  108. YOU CAN BETTER MEASURE THE IMPACT OF YOUR EFFORTS… Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718
  109. …AND USE THAT DATA TO SHARE YOUR STORY. Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089
  110. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  111. ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787 SEO.
  112. HERE’S THE BEST PLACE TO START SEOMOZ.ORG/BEGINNERS- GUIDE-TO-SEO Image copyright © SEOmoz
  113. WHAT CAN SEO AND CONTENT STRATEGY ACCOMPLISH BY WORKING TOGETHER?
  114. REI CASE STUDY: EXPERT ADVICE
  115. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE Image copyright © Hugger Industries – http://www.flickr.com/photos/60389800@N00/7998808442/
  116. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS Image copyright © milos milosevic – http://www.flickr.com/photos/21496790@N06
  117. GOAL: REPLICATE THE REI IN- STORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS RESULT: HUNDREDS OF “HOW-TO” ARTICLES ABOUT GEAR, APPAREL & ACTIVITIES
  118. CLICK HERE TO WATCH THIS VIDEO WE ALSO MADE GREAT VIDEOS Video copyright © REI – http://www.REI.com/
  119. EVERYONE LOVED THIS CONTENT Image copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650
  120. BUT NO ONE COULD FIND IT Image copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426
  121. AFTER AN INTIAL SPIKE AT LAUNCH TRAFFIC & GROWTH FLATTENED OUT Image copyright © Its.MJ – http://www.flickr.com/photos/jeimephotography/3430848777
  122. GREAT CONTENT DOES NOT EQUAL GREAT VISIBILITY Image copyright © peasap – http://www.flickr.com/photos/peasap/518956588
  123. ENTER SEO Image copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396
  124. ON-SITE: RE-WROTE <TITLE>s, <META> DESCRIPTIONS FOR REAL PEOPLE REDUCED DUPLICATION, ADDED CANONICAL <LINK> ELEMENTS IMPROVED CROSS-LINKS AND NAVIGATION CREATED AN XML SITE MAP OF ALL CONTENT Image copyright © Dmitry Baranovskiy – http://www.flickr.com/photos/dmitry-baranovskiy/2378867408
  125. OFF-SITE: TRANSFORMED BEST CONTENT INTO USEFUL, ENGAGING INFOGRAPHICS REACHED OUT TO RELEVANT INFLUENCERS AND PUBLISHERS ALIGNED CONTENT WITH EDUCATIONAL EVENTS IN OUR STORES EARNED ATTENTION FROM THE MEDIA Image copyright © REI – http://www.REI.com/
  126. PEOPLE: SHARED ACCOUNTABILITY FOR SEO ACROSS MANY DIVISIONS TIED SEO OUTCOMES TO ANNUAL REVIEW TARGETS FOR ALL CREATIVE TEAMS DOCUMENTED SEO STANDARDS, GOVERNED WITH TRAINING Image copyright © nicola.albertini – http://www.flickr.com/photos/nalbertini/4077136093
  127. THE RESULTS: +170% GROWTH IN ANNUAL TRAFFIC Image copyright © Éole – http://www.flickr.com/photos/eole/1394588888
  128. WE EVEN SAW A TRAFFIC BOOST AFTER PANDA Image copyright © autan – http://www.flickr.com/photos/autanex/329004293
  129. BECAUSE OUR COMPETITORS FELL BEHIND Image copyright © AlphaTangoBravo / Adam Baker – http://www.flickr.com/photos/atbaker/879539212
  130. POSITIVE BRAND MENTIONS FROM LIFEHACKER
  131. POSITIVE BRAND MENTIONS FROM LIFEHACKER AND WIRED
  132. POSITIVE BRAND MENTIONS FROM LIFEHACKER AND WIRED AND LOCAL BUSINESS PRESS
  133. REI MADE IMPLICT EXPERTISE EXPLICIT AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
  134. WE TRANSFORMED THAT CONTENT INTO VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
  135. WE REACHED NEW AUDIENCES WITH EARNED MEDIA CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY! AND YOU SHOULD BE FLUENT IN MARKETING ANALYTICS.
  136. WE LEVERAGED NEW METADATA FORMATS FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
  137. WE PROVED OUT THE VALUE OF STRUCTURED INFORMATION WE EVALUATE OUR IN-HOUSE TEAM AGAINST SEO STANDARDS AND SEO HELPED MAKE THE CASE FOR OUR FACETED NAVIGATION SYSTEM
  138. WE HELPED BUILD SKILLS AND COMMUNITIES ACROSS CHANNELS REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
  139. WE LINKED DATA WITH CONTENT TO AID IN WAYFINDING AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE
  140. WE AMAZED AND DELIGHTED REAL PEOPLE Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  141. AND SO CAN YOU Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158
  142. CONCLUSION AND FINAL THOUGHTS
  143. CORE VALUES MATTER Image copyright © @jackeliiine – http://www.flickr.com/photos/jackeliine/3808786546
  144. I’M AN SEO WHO VALUES CONTENT STRATEGY
  145. BUT I’M NOT THE ONLY ONE. Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719
  146. WE WANT TO STOP THE PAIN BETWEEN SEOs AND CONTENT STRATEGISTS Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264
  147. WE WANT TO SHARE WITH YOU AND LEARN FROM YOU. Image copyright © _Zahira_ - http://www.flickr.com/photos/_zahira_/4579176204
  148. WE WANT TO BREAK DOWN THE MYTHS AND BARRIERS TO PROGRESS Image copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913
  149. WE WANT TO HELP YOU DRIVE NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  150. WE WANT TO HELP YOU DRIVE NEW BUSINESS. A LOT OF NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506
  151. WE WANT TO HAVE A CONVERSATION WITH YOU. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  152. WE WANT TO HAVE A CONVERSATION WITH YOU. LET’S TALK. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914
  153. JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMAN LET’S TALK.
  154. WANT TO KNOW EVEN MORE ABOUT CONTENT STRATEGY? HERE ARE 200+ OF THE BEST FREE RESOURCES! Image copyright © nataliej - flickr.com/photos/nataliejohnson/2776045330/sizes/l/
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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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