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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
@adnyce
Agenda: 1. Background 2. Approach 3. Workflows 4. Case study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
About Huge
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Approaching Enterprise Content.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
“Build it and they will come.”
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
“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.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Keywords and Destination URLs
Editorial plan SEM / Paid Media
Social management Communica0ons
Build your master keyword list.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Keyword research and compeKKve analysis.
Don’t forget Desktop versus Mobile, Local / Geo Keywords, and Variants
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
DraV a keyword-‐driven editorial plan & publish, promote, push out.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
OpKmized image search
Keyword-‐driven content
Social Authority
Social Sharing
Topics page & syndicated content
Target every applicable content type.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
• 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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Topics strategy is acKon.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Workflows
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
• 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.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
• 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 $.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Case Study.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Approaching content nirvana: ASME.org
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Before: Buried content, focus on events, store items.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
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.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
• 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’.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Result: User and Search-‐friendly content site.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
SEO take Kme. And must be sustained.
Work begins Work ends
Organic Search Referrals
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
Create something you love.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@adnyce hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843