Theory is one thing, practical experience is another. This presentation digs into the realities for both content marketing and in mobile, to help you learn from the experiences others have had

1. Clarity ‘14: Lessons From the Field
Eric Enge @stonetemple +Eric Enge

2. Who is Eric Enge?
 Lead Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm
 Columnist:
 Interviewer:
Eric Enge @stonetemple +Eric Enge

3. Eric Enge – Fun Fact
1984 World
Foosball
Champion –
“Goalie War”
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4. Did Your Content
Marketing Plan
Take a Wrong Turn?
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5. The Traffic Growth
Curve is Not Short
Started in 2009
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6. In Reality, It Looks More Like This:
This is where most people give up.
Traffic Data is From: Everywhereist.com
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7. Goal of Content
Marketing is Not
Direct Conversion
Search on “Buy
Used Cars”
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8. Not
Conversion
Optimized!
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9. Yet, It Outranks
This Page
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10. Get Your Departments to Collaborate
Link Worthy Content
SEO
Visibility Building Efforts Shareable Content
PR Social Media
1 + 1 + 1 = 5
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11. Don’t Launch
Without a
Plan!
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12. Content
Marketing
Without a
Plan is Like
This
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13. What is Needed
to Move Up?
“Nursing
Education”
#5
#6
#7
#8
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14. Summary of Data
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15. Linking Page Level Analysis for One Competitor
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16. Eric Enge @stonetemple +Eric Enge

17. Adapt to Many Platforms
Image Credit: Isitablog.co.uk
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18. Likes, Tweets and +1s are Not the Answer
10,000 Likes
Will Make
Me Rich!
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19. Avoid Off Topic Content (as a Primary Focus)
If You Sell Golf Clubs … … Don’t Focus Your Content on Lawn Care
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20. Example of
Off Topic
Content

21. And, Don’t
Force It
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22. Seventh Generation
Sells Diapers and Other
Household Products
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23. They are Kicking Butt!
Over 1.2M Likes!
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24. How Seventh Generation Positions Itself
“Seventh Generation is a health and wellness
company that happens to produce consumer
packaged goods.”
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25. Let’s Get Mobile!
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26. Mobile Subdomain or
Dynamic Serving
Responsive Web Design
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27. User Agent Detection
Request page
Detect User Agent
Select Right Site to Send
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28. User Agent Detection Pitfalls
• Dependent on having a list of User Agent Strings
• New devices getting added all the time
• Mismatch problems are not uncommon
• Don’t look for Googlebot-Mobile, focus on devices
• Risk of perceived cloaking
• All Googlebot mobile crawlers use common device type user agents
• Use third party services instead of your own code
• Must use Vary HTTP header
• On mobile subdomains, redirects slow load time
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29. Vary HTTP Header
• Whenever you use User Agent
Detection, implement Vary HTYP
headers
• Tells ISPs that page is User Agent
dependent
• Keeps them from serving up cached
copies of pages when not
appropriate
• i.e. mobile page to a desktop, or vice
versa
• Aids in discovery of mobile URLs
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30. Vary HTTP
and CDNs
Source: Cindy Krum, via Search Engine Land
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31. What Google Said About It
“Vary: User-Agent is broken for the Internet in general. …the basic
problem is that the user-agents vary so wildly that they are almost
unique for every individual (not quite that bad but IE made it a mess by
including the version numbers of .Net that are installed on users
machines as part of the string). If you Vary on User-Agent then
intermediate caches will pretty much end up never caching resources
(like Akamai).”
Patrick Meenan, Staff Software Engineer at Google
Source: RKG Blog
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32. The Akamai Workaround
• Configure Akamai servers to ignore HTTP Vary and pass it
downstream
• Akamai servers are part of your infrastructure
• Addresses ISP caching issues for you
• Rely on Akamai smart caching to do its thing
• Better than dumb user agent detection (just like yours is!)
• Save a bare minimum number of page copies to service devices
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33. Mobile Site (“m.yourdomain.com”) Requirement
Rel=“alternate”
(or tag in sitemap)
Rel=“canonical”
Implement a Mobile Sitemap
Implement Vary HTTP Headers
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34. What is Dynamic Serving?
• Same process as a mobile subdomain, but …
• No redirects required
• Content is served on the same URL as your desktop pages
• No rel=alternate / rel=canonical required
• No mobile sitemap needed
• Still need the Vary HTTP header
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35. Responsive
Web Design
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36. Problems with RWD
• Can be easier just to create a
Smartphone site
• Use case requirements may vary greatly
• Flash and other technologies no longer
available to you on DT site
• Phones may not support touch screen
features
• Full code often downloaded to mobile
devices
• Average page size on the web: 1.7 MB
• Ads may get cut off
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37. Samsung is
Probably
Not Happy
With This
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38. Another Enterprise Site Issue Example
• Client was moving to RWD
• Decision made to streamline nav in the site-wide menu for better
mobile experience
• Put a crimp on a nav path that was desirable to broaden for SEO
reasons
• Solution was to add drop down/expandable menus within a set of
links that existed below the fold on the homepage

39. Thank You!
Eric Enge
eenge@stonetemple.com
Twitter: @stonetemple
Google Plus: +Eric Enge
(508) 879-0950
http://www.stonetemple.com