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
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.
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
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
$.
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