Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content...

San Francisco • September 10–13, 2013 • #SESSF @SESConf

Enterprise Workflow Op0miza0on Maintaining an Indexable and Findable Website Andrew Delamarter Huge Director of Search and Inbound Marke0ng

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

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Agenda: 1. Background 2. Approach 3. Workflows 4. Case study


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About Huge


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AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.

Third-largest mobile agency According to AdAge for 2012.

Social media agency of the year 2011 and 2012 by OMMA / MediaPost.

Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.


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Approaching Enterprise Content.


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“Build it and they will come.”


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“Plan it, invest in it, build it, op0mize it, syndicate it, distribute it, cross-‐post it, promote it, link to it, report on it, and constantly improve it.”

And they will come.


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Goal: End-‐to-‐end content ecosystem.

Plan

Create

OpKmize

Publish Promote

Build links, authority

Syndicate

Report

•  Keyword-‐informed editorial plan •  SEO Gates and publishing •  Drip-‐feed to properKes

•  Syndicate •  Build links

•  Build social authority •  Report and opKmize


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Overall approach: Keywords at the front, metrics at the back.

Target keyphrases

}Search •  Keyword referrals, rankings •  Mobile search referrals •  Desktop keywords •  Mobile keywords •  Image search •  Video search •  Inbound linking Social engagement Facebook fans •  Pinterest referrals •  G+ performance •  Twitter followers, retweets Content metrics •  Syndication views – paid,

organic •  Inbound links •  Twitter mentions •  Content page views •  Time on site per entry page

Search-‐informed editorial calendar

Metrics and repor0ng


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Keywords and Destination URLs

Editorial plan SEM / Paid Media

Social management Communica0ons

Build your master keyword list.


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Keyword research and compeKKve analysis.

Don’t forget Desktop versus Mobile, Local / Geo Keywords, and Variants


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DraV a keyword-‐driven editorial plan & publish, promote, push out.


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OpKmized image search

Keyword-‐driven content

Social Authority

Social Sharing

Topics page & syndicated content

Target every applicable content type.


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•  A solid technical Content Strategy underpins enterprise SEO. •  Metadata schemas support Topics pages, faceted search,

localizaKon, semanKc markup, personalizaKon. •  Value / List pairs facilitate search, discovery.

Create appropriate content structure.

SEO

UX, Design, Coding

Content Strategy

Copy, linking, social, local, mobile

Functionality, navigation, mobile, indexing

Metadata, editorial, taxonomies, personalization


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Topics strategy is acKon.


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Consolidate Search, Social, and Content metrics into a single report:

•  Key Content Metrics: Rankings, inbound links, Tweets, Likes, G+s, pages viewed per session, new visitors, Kme on site, organic referrals, syndicaKon performance, citaKons, shares.

Create integrated inbound reporKng

Lindex Content 360 Report


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Workflows


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•  Many large enterprises have legacy print-‐first content workflows.

•  Print content is re-‐purposed to work online. •  Consider transiKoning to an online-‐first flow.

•  Less manual work •  Faster Kme to publish

•  Create in CMS, route for approval / SEO Quality Gates, publish to site, export to InDesign or Quark templates.

The problem with print.


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Example of an online-‐first content workflow.

•  Box areas show key inputs into process.

•  Editorial calendar is manual process updated and managed at top of flow.

•  Outputs are published and opKmized content, content metrics, and informed strategy.

Agency Notified

Content Publishing -Site

-Social -Profiles -Linking


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Add linking support to your publishing workflow.

•  Every new piece of content needs inbound links.

•  Add inbound linking to your SEO Quality gates.

ExxonMobil Math and Science content gets link support from Phil Mickelson

sponsorship


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•  If you want your content to be found it may need to be promoted.

•  Media-‐like spend can also drive exposure and SEO.

•  Social media is looking more like paid media every day.

•  Link building can be done via Zemanta and lunked into the markeKng budget as blogger promoKon.

Current reality is that content must be supported with $.


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Case Study.


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Approaching content nirvana: ASME.org


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Before: Buried content, focus on events, store items.


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Pre-‐opKmized state.

•  Print-‐first content workflow from Mechanical Engineering Magazine

•  ‘Org-‐chart approach’ to User Experience •  Ligle on-‐page SEO, linking •  No SEO quality gates in publishing process •  No hooks into social media


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OpKmizaKon approach.

•  ShiV to online-‐first workflow. •  Establish keyword strategy. •  Align teams around objecKves. •  Create search-‐informed editorial plan. •  Create SEO quality gates. •  InsKtute ongoing Inbound ReporKng & Content Metrics.

•  Train content creators on SEO. •  Build social profiles of key players. •  Execute on core SEO blocking & tackling.


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1.  Blog post / site content is keyword-‐focused and aligned to keyword strategy and editorial calendar.

2.   Technical SEO issues are solved (duplicate content, bad URLs). 3.  Post includes a well-‐made image/data graphic/infographic/video

with embedded code or social media birdseed. 4.  Open graph code is opKmized and tested. 5.  Post includes link to rich, authoritaKve G+, LinkedIn profile of

author (if applicable). 6.  Post is linked-‐to from other owned properKes using keywords. 7.  Post is promoted via Paid Search, AucKon-‐based display media,

YouTube, Twiger, and other social / web 2.0 channels. 8.  Content is syndicated in appropriate channels. 9.  Content performance is tracked, reported on, and opKmized –

calendar is updated with results.

The content opKmizaKon checklist.


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•  Site redesigns or migraKons are great Kmes to do an SEO content refresh:

•  New Titles, DescripKons. •  Add SemanKc tagging. •  Review Copy and markup for keyword focus. •  Add internal links, clean up broken links. •  Chop images and content in bite-‐sized pieces for social

media. •  Cross post to profiles for social authority and authorship •  Add image alt text, file names.

Big brands have tons of content lying around!

The SEO ‘Content Refresh’.


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Result: User and Search-‐friendly content site.


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SEO take Kme. And must be sustained.

Work begins Work ends

Organic Search Referrals


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Create something you love.


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@adnyce hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content...

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