Enterprise SEO & Content Strategy: STOP THE PAIN

A presentation at Digital Content Strategies Conference in March 2013 in La Jolla, San Diego, CA, USA by Jonathon Colman

Slide 1

Slide 1

STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958

Slide 2

Slide 2

ENTERPRISE SEO & CONTENT STRATEGY Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715

Slide 3

Slide 3

WORKING TOGETHER TO STOP THE PAIN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715

Slide 4

Slide 4

JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT WWW.REI.COM TWITTER @JCOLMAN Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715

Slide 5

Slide 5

Logo copyright © REI - http://www.REI.com/

Slide 6

Slide 6

CORE VALUES MATTER Logo copyright © REI - http://www.REI.com/

Slide 7

Slide 7

AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF OUTDOOR ADVENTURE AND STEWARDSHIP. Logo © REI© - http://www.REI.com/ Logocopyright copyright REI - http://www.REI.com/

Slide 8

Slide 8

AT REI WE INSPIRE, EDUCATE, AND OUTFIT FOR A LIFETIME OF HEY, THAT’S CONTENT STRATEGY… RIGHT IN OUR MISSION! Logo © REI© - http://www.REI.com/ Logocopyright copyright REI - http://www.REI.com/ OUTDOOR ADVENTURE AND STEWARDSHIP.

Slide 9

Slide 9

AT REI WE VALUE AUTHENTICITY, TRANSPARENCY, AND FRIENDLY EXPERTISE. Logo © REI© - http://www.REI.com/ Logocopyright copyright REI - http://www.REI.com/

Slide 10

Slide 10

SO LET ME BE CLEAR ABOUT MY INTENTIONS TODAY… Logo copyright © REI - http://www.REI.com/

Slide 11

Slide 11

I’M NOT HERE TO TURN YOU INTO NERDS Image copyright © macQ - http://www.flickr.com/photos/macq/4628281600

Slide 12

Slide 12

I’M HERE TO STOP THE PAIN Image copyright © Maks Karochkin - http://www.flickr.com/photos/karochkin/3674906958

Slide 13

Slide 13

THE PAIN Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264 BETWEEN SEOs AND CONTENT STRATEGISTS

Slide 14

Slide 14

WHY? SEOs NEED YOUR HELP. SO DO THEIR CUSTOMERS. SO DO THE SEARCH ENGINES.

Slide 15

Slide 15

WHY? YOU NEED HELP FROM SEOs, TOO. *

  • YOU JUST DON’T KNOW IT YET!

Slide 16

Slide 16

CORE VALUES MATTER Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131

Slide 17

Slide 17

SO WE’LL START BY EXPOSING A FEW OLD MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131

Slide 18

Slide 18

MYTH: YOU CAN SHORT-CUT YOUR WAY TO SEO Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699

Slide 19

Slide 19

REALITY: SUSTAINABLE SEO REQUIRES LONGTERM INVESTMENT.

Slide 20

Slide 20

REALITY: SUSTAINABLE SEO REQUIRES LONGTERM INVESTMENT. WE BEGAN INVESTING IN SEO WAY BACK IN 2007.

Slide 21

Slide 21

MYTH: YOU HAVE TO SPAM TO RANK Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906

Slide 22

Slide 22

REALITY: ENGAGING CONTENT IS MORE IMPORTANT FOR SEO THAN EVER BEFORE. Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg

Slide 23

Slide 23

SPAM CAN’T DO THIS Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/

Slide 24

Slide 24

RANK MUST BE EARNED.

Slide 25

Slide 25

RANK MUST BE EARNED. SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH

Slide 26

Slide 26

AS WELL AS CLICK-THROUGH.

Slide 27

Slide 27

“RICH SNIPPETS” IN SEARCH CAN INCREASE CLICK-THROUGH BY 30% AS WELL AS CLICK-THROUGH.

Slide 28

Slide 28

NOT TO MENTION CONVERSION.

Slide 29

Slide 29

THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS” ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS NOT TO MENTION CONVERSION.

Slide 30

Slide 30

MYTH: SEO TAKES AWAY FROM MY OTHER EFFORTS Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979

Slide 31

Slide 31

REALITY: THESE CHANNELS WORK BETTER TOGETHER THAN THEY DO APART. Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off

Slide 32

Slide 32

YOU CAN EVEN USE SEO METRICS TO CREATE BUSINESS $$$ Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off CASES TO SUPPORT YOUR OTHER WORK.

Slide 33

Slide 33

WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION

Slide 34

Slide 34

WE USED SEO METRICS TO SUPPORT WEB PERFORMANCE OPTIMIZATION

Slide 35

Slide 35

MYTH: SEO IS FOR ROBOTS, NOT PEOPLE Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234

Slide 36

Slide 36

REALITY: ROBOTS DON’T HAVE CREDIT CARDS. SO THEY’RE NOT OUR AUDIENCE. Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539

Slide 37

Slide 37

BUT HUMANS DESIGN ROBOTS… THERE’S PART OF US INSIDE THEM. Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg

Slide 38

Slide 38

ROBOTS ACT AS OUR PERSONAL WAYFINDING AGENTS.

Slide 39

Slide 39

WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676

Slide 40

Slide 40

WE USE THEM TO FIND THE THINGS THAT WE NEED. Image copyright © Water Cooler Bob - http://www.flickr.com/photos/bobpoole/5937972676

Slide 41

Slide 41

Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/

Slide 42

Slide 42

DESIGN FOR REAL PEOPLE Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/

Slide 43

Slide 43

DESIGN FOR REAL PEOPLE ACCOUNT FOR Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/ THE ROBOTS

Slide 44

Slide 44

MYTH: SEO IS JUST ABOUT TEXT Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928

Slide 45

Slide 45

REALITY: THE GOOGLE KEYWORD TOOL IS NOT AN EDITORIAL DICTATOR.

Slide 46

Slide 46

KEYWORD VOLUME IS NO SUBSTITUTE FOR EDITORIAL GOVERNANCE.

Slide 47

Slide 47

WRITE FROM YOUR AUDIENCE’S NEEDS OUT, NOT FROM THE KEYWORDS IN. Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/

Slide 48

Slide 48

CLICK HERE TO WATCH THIS VIDEO KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/

Slide 49

Slide 49

SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/

Slide 50

Slide 50

SEARCH ENGINES REWARD YOU FOR BUILDING BRANDS, NOT FOR USING KEYWORDS Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/

Slide 51

Slide 51

MYTH: SEO IS JUST ABOUT LINKS Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538

Slide 52

Slide 52

REALITY: GOOD LINKS ARE IMPORTANT, BUT GOOD EXPERIENCES ARE ESSENTIAL.

Slide 53

Slide 53

NEED TO BUILD LINKS? START BY BUILDING OUT GREAT CONTENT.

Slide 54

Slide 54

MYTH: YOU HAVE TO BUY LINKS Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579

Slide 55

Slide 55

REALITY: THIS IS FINALLY NO LONGER TRUE.

Slide 56

Slide 56

GOOGLE’S PENGUIN UPDATES PENALIZE MOST PAID LINKS Image copyright © unknown - http://www.gifbin.com/981126

Slide 57

Slide 57

…BUT IT DOESN’T HELP THAT LINK SELLERS ARE STILL IN THE INDEX.

Slide 58

Slide 58

MYTH: SEO IS DEAD Image copyright © Joe Shlabotnik - http://www.flickr.com/photos/joeshlabotnik/6508884077

Slide 59

Slide 59

REALITY: BELIEVE WHAT YOU LIKE…

Slide 60

Slide 60

REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA.

Slide 61

Slide 61

REALITY: BELIEVE WHAT YOU LIKE… BUT I’LL BELIEVE THE DATA. OUR EARLY INVESTMENT IN SEO REALLY PAID OFF!

Slide 62

Slide 62

STOP BELIEVING THE MYTHS. Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715

Slide 63

Slide 63

SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013

Slide 64

Slide 64

SEO WORKS BEST WHEN IT’S BUILT INTO CONTENT STRATEGY YES, SEO IS THE CAN OPENER. Image copyright © ludovicp - http://www.flickr.com/photos/ludovicpoitou/4598981013

Slide 65

Slide 65

4 WAYS TO BUILD SEO INTO YOUR CONTENT STRATEGY WORK Image copyright © StArHaCkT - http://www.flickr.com/photos/bscherer/5383527652

Slide 66

Slide 66

  1. CONTENT AUDITING Image copyright © GenBug - http://www.flickr.com/photos/genbug/4309890987

Slide 67

Slide 67

CONTENT AUDIT [ 1/4 ] Include traffic and conversion metrics – not rank Image copyright © 27147 - http://www.flickr.com/photos/27147/3411775886

Slide 68

Slide 68

CONTENT AUDIT [ 2/4 ] Audit for metadata formats, not just <meta> content Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5794905716

Slide 69

Slide 69

CONTENT AUDIT [ 3/4 ] Don’t waste your time with <meta> keywords Image copyright © gcaserotti - http://www.flickr.com/photos/hams-caserotti/3423139774

Slide 70

Slide 70

CONTENT AUDIT [ 4/4 ] Include competitive link-graph and social-graph data Image copyright © LinkedIn Labs - http://inmaps.linkedinlabs.com/network

Slide 71

Slide 71

  1. PAGE TABLES Image copyright © Brett Jordan - http://www.flickr.com/photos/x1brett/4514146127

Slide 72

Slide 72

PAGE TABLES [ 1/3 ] Include entry points to your pages Image copyright © paul bica - http://www.flickr.com/photos/dexxus/5791228117

Slide 73

Slide 73

PAGE TABLES [ 2/3 ] Review content experience on all page entry points Image copyright © sveeta - http://www.flickr.com/photos/sveeta/427418322

Slide 74

Slide 74

PAGE TABLES [ 3/3 ] Add competitor details, analyze any experience gaps Image copyright © mrwilleeumm - http://www.flickr.com/photos/mrwilleeumm/2108370839

Slide 75

Slide 75

  1. METADATA STRATEGY Image copyright © sarah0s - http://www.flickr.com/photos/sarahseverson/6245395188

Slide 76

Slide 76

METADATA STRATEGY [ 1/3 ] Move beyond <META> content into actual metadata Image copyright © Jonathan O’Donnell - http://www.flickr.com/photos/jod999/923209521

Slide 77

Slide 77

METADATA STRATEGY [ 2/3 ] Common formats: FB OpenGraph, Schema.org, RDFa Image copyright © sam_churchill - http://www.flickr.com/photos/samchurchill/8022804713

Slide 78

Slide 78

METADATA STRATEGY [ 3/3 ] Review how content is perceived without context Image copyright © WarzauWynn - http://www.flickr.com/photos/warzauwynn/2513436278

Slide 79

Slide 79

  1. GOVERNANCE Image copyright © Jonathon Colman - http://www.flickr.com/photos/jcolman/542403967

Slide 80

Slide 80

GOVERNANCE [ 1/4 ] Document and socialize your standards Image copyright © plums_deify - http://www.flickr.com/photos/10279741@N00/4851830784

Slide 81

Slide 81

GOVERNANCE [ 2/4 ] Follow-up with a bold accountability model Image copyright © wesbolton - http://www.flickr.com/photos/wesbolton/2717013932

Slide 82

Slide 82

GOVERNANCE [ 3/4 ] Incentivize staff to support your standards Image copyright © Miss Millificent - http://www.flickr.com/photos/athena1970/2860563297

Slide 83

Slide 83

GOVERNANCE [ 4/4 ] Incentivize management to support their teams Image copyright © DIRTYSKYWALKER - http://www.flickr.com/photos/52597330@N06/4869623393

Slide 84

Slide 84

6 TOOLS FOR MEASURING SEO TO INFORM YOUR CONTENT STRATEGY Image copyright © Kaptain Kobold - http://www.flickr.com/photos/kaptainkobold/4668396738

Slide 85

Slide 85

CHALLENGE: DUPLICATE CONTENT Image copyright © Sam ULs - http://www.flickr.com/photos/popilop/331357312

Slide 86

Slide 86

  1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools

Slide 87

Slide 87

SIGN UP HERE!

  1. GOOGLE WEBMASTER TOOLS google.com/webmasters/tools

Slide 88

Slide 88

CHALLENGE: SEMANTIC MARKUP Image copyright © danbri - http://www.flickr.com/photos/danbri/5925660995

Slide 89

Slide 89

  1. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets

Slide 90

Slide 90

GET STARTED HERE! 2. GOOGLE RICH SNIPPETS TESTING TOOL google.com/webmasters/tools/richsnippets

Slide 91

Slide 91

CHALLENGE: WHO’S LINKING? WHERE? Image copyright © Ravages - http://www.flickr.com/photos/ravages/2831688538

Slide 92

Slide 92

  1. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org

Slide 93

Slide 93

GET A GREAT TUTORIAL HERE! 3. SEOMOZ OPEN SITE EXPLORER opensiteexplorer.org

Slide 94

Slide 94

CHALLENGE: HOW TO AUDIT LINK DATA? Image copyright © kenteegardin - http://www.flickr.com/photos/teegardin/5912231439

Slide 95

Slide 95

  1. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel

Slide 96

Slide 96

GET GREAT TECH NOTES HERE! 4. SEOGADGET LINKS API EXT. FOR EXCEL seogadget.com/tools/links-api-extension-for-excel

Slide 97

Slide 97

CHALLENGE: HOW TO AUDIT WEB DATA? Image copyright © RubyJi - http://www.flickr.com/photos/rubyji/501205805

Slide 98

Slide 98

  1. EXCELLENT ANALYTICS excellentanalytics.com

Slide 99

Slide 99

GET A GREAT TUTORIAL HERE! 5. EXCELLENT ANALYTICS excellentanalytics.com

Slide 100

Slide 100

CHALLENGE: WHAT PAGES ARE CRAWLED? Image copyright © courosa - http://www.flickr.com/photos/courosa/5190650437

Slide 101

Slide 101

  1. SPLUNK splunk.com

Slide 102

Slide 102

GET A GREAT TUTORIAL HERE! 6. SPLUNK splunk.com

Slide 103

Slide 103

NOW I KNOW WHAT YOU’RE THINKING… Image copyright © @boetter - http://www.flickr.com/photos/jakecaptive/3205277810

Slide 104

Slide 104

“ WHAT’S IN IT FOR ME?”

Slide 105

Slide 105

CORE VALUES MATTER WHAT ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873

Slide 106

Slide 106

YOUR CONTENT STRATEGY CAN DRIVE EVEN MORE TRAFFIC AND BUSINESS GROWTH Image copyright © ndot – http://www.flickr.com/photos/ndot/320119213

Slide 107

Slide 107

YOU CAN USE SEO TO GET MORE RESOURCES FOR YOUR WORK Image copyright © Narisai - http://www.flickr.com/photos/narisa/105039934

Slide 108

Slide 108

YOU CAN BETTER MEASURE THE IMPACT OF YOUR EFFORTS… Image copyright © janGlas – http://www.flickr.com/photos/kokjebalder/2348461718

Slide 109

Slide 109

…AND USE THAT DATA TO SHARE YOUR STORY. Image copyright © Thos003 – http://www.flickr.com/photos/thos003/6026477089

Slide 110

Slide 110

ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN SEO. Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787

Slide 111

Slide 111

ARE YOU LOOKING FOR WORK? WANT TO GET PAID MORE? LEARN SEO. Image copyright © krissen – http://www.flickr.com/photos/andercismo/2349098787

Slide 112

Slide 112

HERE’S THE BEST PLACE TO START SEOMOZ.ORG/BEGINNERSGUIDE-TO-SEO Image copyright © SEOmoz

Slide 113

Slide 113

WHAT CAN SEO AND CONTENT STRATEGY ACCOMPLISH BY WORKING TOGETHER?

Slide 114

Slide 114

REI CASE STUDY: EXPERT ADVICE

Slide 115

Slide 115

GOAL: REPLICATE THE REI INSTORE “GREEN VEST” EXPERIENCE ONLINE Image copyright © Hugger Industries – http://www.flickr.com/photos/60389800@N00/7998808442/

Slide 116

Slide 116

GOAL: REPLICATE THE REI INSTORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS Image copyright © milos milosevic – http://www.flickr.com/photos/21496790@N06

Slide 117

Slide 117

GOAL: REPLICATE THE REI INSTORE “GREEN VEST” EXPERIENCE ONLINE STRATEGY: USE CORE VALUES AND EXPERTISE TO ANSWER CUSTOMER QUESTIONS RESULT: HUNDREDS OF “HOW-TO” ARTICLES ABOUT GEAR, APPAREL & ACTIVITIES

Slide 118

Slide 118

CLICK HERE TO WATCH THIS VIDEO WE ALSO MADE GREAT VIDEOS Video copyright © REI – http://www.REI.com/

Slide 119

Slide 119

EVERYONE LOVED THIS CONTENT Image copyright © Carlos Porto – http://www.flickr.com/photos/carlosporto/775089650

Slide 120

Slide 120

BUT NO ONE COULD FIND IT Image copyright © Bart van de Biezen – http://www.flickr.com/photos/bartelomeus/4184705426

Slide 121

Slide 121

AFTER AN INTIAL SPIKE AT LAUNCH TRAFFIC & GROWTH FLATTENED OUT Image copyright © Its.MJ – http://www.flickr.com/photos/jeimephotography/3430848777

Slide 122

Slide 122

GREAT CONTENT DOES NOT EQUAL GREAT VISIBILITY Image copyright © peasap – http://www.flickr.com/photos/peasap/518956588

Slide 123

Slide 123

ENTER SEO Image copyright © kaddisudhi – http://www.flickr.com/photos/sudhi_yhoo/8345412396

Slide 124

Slide 124

ON-SITE: RE-WROTE <TITLE>s, <META> DESCRIPTIONS FOR REAL PEOPLE REDUCED DUPLICATION, ADDED CANONICAL <LINK> ELEMENTS IMPROVED CROSS-LINKS AND NAVIGATION CREATED AN XML SITE MAP OF ALL CONTENT Image copyright © Dmitry Baranovskiy – http://www.flickr.com/photos/dmitry-baranovskiy/2378867408

Slide 125

Slide 125

OFF-SITE: TRANSFORMED BEST CONTENT INTO USEFUL, ENGAGING INFOGRAPHICS REACHED OUT TO RELEVANT INFLUENCERS AND PUBLISHERS ALIGNED CONTENT WITH EDUCATIONAL EVENTS IN OUR STORES EARNED ATTENTION FROM THE MEDIA Image copyright © REI – http://www.REI.com/

Slide 126

Slide 126

PEOPLE: SHARED ACCOUNTABILITY FOR SEO ACROSS MANY DIVISIONS TIED SEO OUTCOMES TO ANNUAL REVIEW TARGETS FOR ALL CREATIVE TEAMS DOCUMENTED SEO STANDARDS, GOVERNED WITH TRAINING Image copyright © nicola.albertini – http://www.flickr.com/photos/nalbertini/4077136093

Slide 127

Slide 127

THE RESULTS: +170% GROWTH IN ANNUAL TRAFFIC Image copyright © Éole – http://www.flickr.com/photos/eole/1394588888

Slide 128

Slide 128

WE EVEN SAW A TRAFFIC BOOST AFTER PANDA Image copyright © autan – http://www.flickr.com/photos/autanex/329004293

Slide 129

Slide 129

BECAUSE OUR COMPETITORS FELL BEHIND Image copyright © AlphaTangoBravo / Adam Baker – http://www.flickr.com/photos/atbaker/879539212

Slide 130

Slide 130

POSITIVE BRAND MENTIONS FROM LIFEHACKER

Slide 131

Slide 131

POSITIVE BRAND MENTIONS FROM LIFEHACKER AND WIRED

Slide 132

Slide 132

POSITIVE BRAND MENTIONS FROM LIFEHACKER AND WIRED AND LOCAL BUSINESS PRESS

Slide 133

Slide 133

REI MADE IMPLICT EXPERTISE EXPLICIT AND FINDABLE HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI

Slide 134

Slide 134

WE TRANSFORMED THAT CONTENT INTO VISUAL, SHAREABLE DATA AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE

Slide 135

Slide 135

WE REACHED NEW AUDIENCES WITH EARNED MEDIA CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY! AND YOU SHOULD BE FLUENT IN MARKETING ANALYTICS.

Slide 136

Slide 136

WE LEVERAGED NEW METADATA FORMATS FOR INTEROPERABILITY THESE ARE ACTIVE ACROSS OUR ENTIRE CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!

Slide 137

Slide 137

WE PROVED OUT THE VALUE OF STRUCTURED INFORMATION WE EVALUATE OUR IN-HOUSE TEAM AGAINST SEO STANDARDS AND SEO HELPED MAKE THE CASE FOR OUR FACETED NAVIGATION SYSTEM

Slide 138

Slide 138

WE HELPED BUILD SKILLS AND COMMUNITIES ACROSS CHANNELS REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT

Slide 139

Slide 139

WE LINKED DATA WITH CONTENT TO AID IN WAYFINDING AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE

Slide 140

Slide 140

WE AMAZED AND DELIGHTED REAL PEOPLE Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158

Slide 141

Slide 141

AND SO CAN YOU Image copyright © Sean Dreilinger – http://www.flickr.com/photos/seandreilinger/4208435158

Slide 142

Slide 142

CONCLUSION AND FINAL THOUGHTS

Slide 143

Slide 143

CORE VALUES MATTER Image copyright © @jackeliiine – http://www.flickr.com/photos/jackeliine/3808786546

Slide 144

Slide 144

I’M AN SEO WHO VALUES CONTENT STRATEGY

Slide 145

Slide 145

BUT I’M NOT THE ONLY ONE. Image copyright © gardenskate - http://www.flickr.com/photos/gardensk8/6273808719

Slide 146

Slide 146

WE WANT TO STOP THE PAIN BETWEEN SEOs AND CONTENT STRATEGISTS Image copyright © hang_in_there - http://www.flickr.com/photos/59632563@N04/6238711264

Slide 147

Slide 147

WE WANT TO SHARE WITH YOU AND LEARN FROM YOU. Image copyright © Zahira - http://www.flickr.com/photos/zahira/4579176204

Slide 148

Slide 148

WE WANT TO BREAK DOWN THE MYTHS AND BARRIERS TO PROGRESS Image copyright © r3v || cls - http://www.flickr.com/photos/xt0ph3r/1557808913

Slide 149

Slide 149

WE WANT TO HELP YOU DRIVE NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506

Slide 150

Slide 150

WE WANT TO HELP YOU DRIVE NEW BUSINESS. A LOT OF NEW BUSINESS. Image copyright © ~jjjohn~ - http://www.flickr.com/photos/jjjohn/2723422506

Slide 151

Slide 151

WE WANT TO HAVE A CONVERSATION WITH YOU. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914

Slide 152

Slide 152

WE WANT TO HAVE A CONVERSATION WITH YOU. LET’S TALK. Image copyright © jessleecuizon - http://www.flickr.com/photos/eelssej_/401919914

Slide 153

Slide 153

JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI WWW.REI.COM TWITTER @ JCOLMAN LET’S TALK.

Slide 154

Slide 154

WANT TO KNOW EVEN MORE ABOUT CONTENT STRATEGY? HERE ARE 200+ OF THE BEST FREE RESOURCES! Image copyright © nataliej - flickr.com/photos/nataliejohnson/2776045330/sizes/l/