Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content Marketing Workflows
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Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.
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Enterprise Content Optimization - Building-in and Managing SEO, Content Strategy, and Content Marketing Workflows
- 1. 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
- 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Agenda: 1. Background 2. Approach 3. Workflows 4. Case study
- 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce About Huge
- 4. 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.
- 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Approaching Enterprise Content.
- 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce “Build it and they will come.”
- 7. 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.
- 8. 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
- 9. 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
- 10. 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.
- 11. 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
- 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce DraV a keyword-‐driven editorial plan & publish, promote, push out.
- 13. 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.
- 14. 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
- 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Topics strategy is acKon.
- 16. 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
- 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Workflows
- 18. 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.
- 19. 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
- 20. 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
- 21. 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 $.
- 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Case Study.
- 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Approaching content nirvana: ASME.org
- 24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Before: Buried content, focus on events, store items.
- 25. 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
- 26. 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.
- 27. 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.
- 28. 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’.
- 29. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Result: User and Search-‐friendly content site.
- 30. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce SEO takes Kme. And must be sustained. Work begins Work ends Organic Search Referrals
- 31. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce Create something you love.
- 32. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce
- 33. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @adnyce hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843